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This study aims to analyze the strengthening of digital marketing at Kasandi Foil Pond Printing in optimizing market reach and sales. This study uses a qualitative approach with data collection techniques including observation, interviews, and documentation involving the business owner directly. The result show that the implementation of digital marketing is still not optimal, as indicated by the Instagram account that has not been actively used and the use of WhatsApp which is still limited to simple communication and has not been structured as a marketing strategy. The strengthening efforts are carried out through three main strategies, namely optimizing the use of social media, creating attractive visual content, and improving online customer interaction. The visual content created using applications such as Canva and CorelDRAW is able to increase the attractiveness of promotions and attract potential customers. In addition, consistency in posting content and quick responses through WhatsApp also contribute to increased interaction and transaction opportunities. Therefore, strengthening digital marketing based on visual media and digital interaction has the potential to increase market reach and sales if implemented consistently.

Studi ini menganalisis elemen desain dan semiotika visual konten Instagram pada akun @disparekrafpora_gorontaloprov milik Dinas Pariwisata, Ekonomi Kreatif, Pemuda, dan Olahraga Provinsi Gorontalo sebagai media komunikasi visual dalam membangun identitas pariwisata daerah. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode semiotika Roland Barthes pada tiga tingkat makna: denotasi, konotasi, dan mitos. Objek penelitian adalah konten visual pada akun Instagram dengan 1.989 unggahan dan 5.643 pengikut per Mei 2026, yang dipilih secara purposif berdasarkan kategori foto destinasi alam, infografis promosi, dan konten budaya/agama. Analisis berfokus pada elemen desain termasuk tipografi, warna, tata letak, dan fotografi. Hasil penelitian menunjukkan bahwa konten secara konsisten menggunakan palet warna hijau-putih yang mewakili alam Gorontalo, tipografi sans-serif yang berani yang memproyeksikan modernitas, dan fotografi destinasi (pantai, air terjun, hiu paus, Masjid Baiturrahim) yang membentuk narasi mitologis Gorontalo sebagai surga tersembunyi dan 'Serambi Madinah' Sulawesi. Elemen-elemen desain ini bekerja secara sinergis untuk membangun identitas pariwisata Gorontalo di ruang digital.

This study examines the emergence of localized English expressions in Indonesian social media discourse, highlighting how English is adapted and reinterpreted in multilingual digital contexts. While previous studies on English in Indonesia have primarily focused on formal domains such as education and language policy, limited attention has been given to informal online communication where linguistic innovation is highly visible. This study aims to analyze how English lexical items are re-semanticized and creatively transformed by Indonesian users on social media platforms. The study employed a qualitative approach using data collected from Instagram posts and comments, focusing on selected examples of English-derived expressions such as boba, gas, voucher, server, and suamiable. The analysis compares the conventional meanings of these terms in Inner Circle English with their localized meanings in Indonesian usage. The findings reveal that English functions as a flexible linguistic resource, undergoing processes of semantic shift, metaphorical extension, and lexical blending. These localized forms reflect users’ creativity as well as their ability to adapt global linguistic resources to local cultural contexts. The study concludes that English in Indonesian social media is not merely borrowed but actively reconstructed, contributing to the dynamic development of English in the Expanding Circle.

This research aimed to design an online promotion strategy on Instagram using digital illustration to strengthen Brand Awareness at Purple Bubble Studio. The study applied a descriptive qualitative method with data collected through interviews, observations, and documentation. The design process followed research and development stages, including analysis, visual design, expert validation, and implementation. The findings indicated that promotional activities were carried out consistently through scheduled posts three times a week, various content formats, and the use of chibi-style illustrations with pastel color palettes as visual identity. These strategies effectively improved audience engagement and strengthened the studio’s Brand Awareness. The study concluded that digital illustration served as an effective visual communication tool to enhance brand identity and audience recognition on social media. 

Social media is a platform for obtaining information, entertainment, and real-time communication. One of the platforms widely used in business activities is Instagram due to its ease of use and effectiveness as a promotional medium. However, the use of social media needs to be supported by appropriate visual element management to attract attention and build consumer trust. This study aims to analyze the relationship between visual elements in content, brand identity formation, and their influence on consumer perception. The method used is qualitative, involving observation, interviews, and questionnaires distributed to 124 respondents. The results show that before the redesign, Kopi Kutjur's content lacked visual consistency. After implementing consistent visual elements such as color palette, typography, supergraphics, and layout, the content becomes more structured and develops a clearer brand identity.  Keywords: Instagram, Visual Elements , Brand Identity, Digital Promotion, Local  Cofee  

The development of digital technology encourages companies to utilize social media as a digital marketing tool in supporting communication and business service marketing activities. This study aims to analyze the implementation of social media as a digital marketing tool in the Business Services Division of Telkom Bogor and to identify the forms of interaction and audience engagement through social media. This study used a qualitative approach with a descriptive method. Data collection techniques were conducted through observation, semi-structured interviews, and literature studies. The research informants consisted of internal parties involved in managing the company’s social media and followers of the company’s social media accounts as audience representatives. The data were analyzed using thematic analysis techniques. The results showed that social media is utilized as a promotional tool, a medium for delivering service information, increasing Brand awareness, and strengthening relationships with customers. The social media platforms used include Instagram, TikTok, YouTube, Facebook, LinkedIn, and WhatsApp Business, each having different communication functions according to audience characteristics. The implementation of social media is carried out through the stages of content planning, content creation, content publishing, audience engagement, and evaluation and reporting. The findings also indicate that visual content quality, information relevance, and publication consistency influence audience engagement with the company’s social media. Overall, social media is considered effective in supporting the company’s digital marketing activities through interactive digital communication based on audience needs.

This study aims to analyze educational marketing management strategies in attracting students’ interest at MTs Al-Mursyidiyyah. The research employed a qualitative approach using a descriptive-analytical method. Data were collected through literature review and in-depth interviews with the school principal as the key informant. Data analysis used the Miles and Huberman model, including data reduction, data display, and conclusion drawing. The findings reveal that MTs Al-Mursyidiyyah has comprehensively implemented educational marketing strategies based on the 7P marketing mix (product, price, place, promotion, people, physical evidence, and process). The product dimension is reflected in the integration of academic-religious curriculum supported by technology and diverse extracurricular programs. Promotional strategies are carried out through digital platforms such as Instagram, TikTok, and online admission websites, as well as conventional promotion through the annual November Festival. Strengthening human resources, modernizing facilities, and digitizing educational services also contribute to enhancing the school’s image. The study concludes that the success in attracting prospective students is strongly influenced by the synergy between product quality, promotional effectiveness, and physical evidence that build public trust in the educational institution.

This study examines the phenomena of code-switching and code-mixing in the digital interactions of Indonesian Generation Z on Instagram. Using a sociolinguistic approach with virtual ethnography, data were collected from 1,200 posts and comments published between January and June 2024, complemented by in-depth interviews to explore the factors influencing language choice. The findings reveal that code-switching occurred in 68.4% of the data, with intrasentential switching as the dominant pattern (47.3%), followed by intersentential switching (38.6%) and external switching (14.1%), indicating Generation Z’s high multilingual competence. Code-mixing appeared in 82.1% of the data, primarily through the insertion of English vocabulary into Indonesian (63.2%), followed by regional languages such as Javanese, Sundanese, and Betawi (27.1%), particularly in nostalgic, culinary, and emotionally expressive content. The main factors influencing these practices include social identity, community affiliation, communicative efficiency, emotional expression, and audience context. The study concludes that code-switching and code-mixing function as deliberate communicative strategies that reflect Generation Z’s hybrid identity in digital spaces, offering important implications for digital sociolinguistics, language education, language policy, and digital content development.

The development of technology in the digital era has significantly altered consumer behavior, particularly for Generation Z, who are known as digital natives. This group possesses unique characteristics, highly relying on social media to seek product information before making purchasing decisions. This study aims to analyze digital marketing management strategies through social media in enhancing brand engagement and loyalty among Generation Z consumers, as well as to identify the key determinants of its success. The research method employed is descriptive qualitative, utilizing literature review as the data collection technique across prior scientific sources. The analysis reveals that the implementation of digital marketing strategies based on visual content and short-form videos on platforms such as TikTok and Instagram is proven to be highly effective in capturing the audience's attention rapidly. In addition to content format, collaboration with highly credible influencers and the application of authentic, responsive two-way communication serve as the main pillars in building emotional proximity and trust among young consumers. Operationally, this strategy offers cost efficiency and a broader market reach. The conclusion of this study emphasizes that the optimal integration between management information systems and interactive, adaptive communication approaches toward digital trends is the main key to winning the market and sustaining the long-term loyalty of Generation Z.

The development of digital communication technology has encouraged health institutions to utilize social media as a medium for health promotion and information dissemination. This study aims to analyze the effect of Instagram content management on audience responses at Lakespra dr. Saryanto. The research used a quantitative approach with a survey method involving 60 respondents selected from members of Lakespra dr. Saryanto. Data were collected through questionnaires distributed online and analyzed using validity tests, reliability tests, descriptive statistics, and simple linear regression with IBM SPSS Statistics. The results showed that all questionnaire items were valid and reliable, with Cronbach’s Alpha values of 0.951 for the content management variable and 0.934 for the audience response variable. The regression analysis indicated that Instagram content management had a significant effect on audience responses, with a significance value of 0.000 and an F value of 184.783. The coefficient of determination showed that Instagram content management contributed 76.1% to audience responses, including engagement, understanding of health information, and interest in health services. The findings indicate that visually attractive, informative, and consistent Instagram content can improve audience interaction and support digital health communication effectively.

Instagram social media addiction has become an increasingly common phenomenon among university students. Excessive use of Instagram can negatively affect mental, social, and academic well-being, and may increase the risk of social anxiety. Students who experience Instagram addiction tend to have reduced direct social interaction, and fear of negative evaluation from others, which are key factors contributing to social anxiety. This study aims to determine the relationship between Instagram social media addiction and social anxiety among students. This study used a quantitative approach with a cross-sectional design. The sample consisted of 105 respondents selected using purposive sampling. The instruments used were the Instagram Addiction Scale (TIAS) and the Social Anxiety Scale for Social Media Users (SAS-SMU). Data analysis was conducted using the Chi-Square test. The results showed that most respondents had a moderate level of Instagram addiction (56.2%) and a moderate level of social anxiety (68.6%). The Chi-Square test indicated a significant relationship between Instagram addiction and social anxiety, with a p-value < 0.001 (p < 0.05). There is a significant relationship between Instagram addiction and social anxiety among students. However, the relationship is not always linear, as higher levels of addiction do not necessarily correspond to higher levels of social anxiety.

Instagram social media addiction has become an increasingly common phenomenon among university students. Excessive use of Instagram can negatively affect mental, social, and academic well-being, and may increase the risk of social anxiety. Students who experience Instagram addiction tend to have reduced direct social interaction, and fear of negative evaluation from others, which are key factors contributing to social anxiety. This study aims to determine the relationship between Instagram social media addiction and social anxiety among students. This study used a quantitative approach with a cross-sectional design. The sample consisted of 105 respondents selected using purposive sampling. The instruments used were the Instagram Addiction Scale (TIAS) and the Social Anxiety Scale for Social Media Users (SAS-SMU). Data analysis was conducted using the Chi-Square test. The results showed that most respondents had a moderate level of Instagram addiction (56.2%) and a moderate level of social anxiety (68.6%). The Chi-Square test indicated a significant relationship between Instagram addiction and social anxiety, with a p-value < 0.001 (p < 0.05). There is a significant relationship between Instagram addiction and social anxiety among students. However, the relationship is not always linear, as higher levels of addiction do not necessarily correspond to higher levels of social anxiety.

This study aims to explore the phenomenon of using a second Instagram account among Generation Z as a strategy for impression management and privacy protection. Amidst the dominance of a culture of show-off and hegemonic aesthetic standards on primary accounts, Generation Z tends to experience aesthetic fatigue and social pressure due to scrutiny from diverse audiences (context collapse). Using Erving Goffman's Dramaturgy theory, this study examines how individuals construct distinct identities on the front stage and back stage. The research method used is descriptive qualitative. Data were collected through in-depth interviews with five Generation Z informants who have multiple accounts, as well as passive participant observation of their digital activities. The sampling technique used was purposive sampling, while data analysis followed the Miles and Huberman model, which includes data reduction, data presentation, and drawing conclusions. The results show that the primary account functions as a highly curated front stage to maintain professional and social reputations. Conversely, the second account functions as a back stage that allows Generation Z to engage in emotional catharsis, honest self-disclosure, and identity experimentation through unique names (pseudonyms). The use of a second account is a strategic response to reclaim personal authority over their life narratives from the pressure of algorithms and public judgment. The study concludes that second accounts are not just a technological trend, but rather a self-defense mechanism for Generation Z to maintain authentic space and maintain mental health amidst massive digital transparency.

SR12 Herbal Cosmetics is a company engaged in the field of herbal and skin care. Founded in 2015 byToni Firmansyah, S. Farm., Apt. and Asrianty Salam, Farm. This company has a vision to provide benefits to many people through the herbal and skin care products they produce. SR12 Herbal Cosmetics products are formulated based on research from certified scientists, and have been tested at the Sucofindo Laboratory, are free of mercury and hydroquinone, and have been registered with the Indonesian Food and Drug Supervisory Agency (BPOM RI). SR12 Herbal Cosmetics has several factories in West Java Province and has an extensive distribution network with hundreds of distributors and tens of thousands of partners throughout Indonesia. The goal to be achieved is to produce a management information system model including a management information system for PT SR12 Herbal Cosmetics. The research object chosen is a company in the field of cosmetics and skin care which has its head office in Gunung Sindur, West Java. This selection aims to form a management information system design model that is able to produce relevant and timely information for planning, controlling, decision making and evaluating the performance of activities. For the Web-Based Instagram Content Management Information System Design project to Support SR12 Herbal Cosmetics' Brand Awareness, I used Agile (Scrum) due to the dynamic nature of digital marketing and potential changes to the Instagram API or business needs. This allowed SR12 to get core functionality faster and provide iterative feedback, ensuring the system built was truly relevant to their brand awareness needs.

Computers in one of the network companies at PT. Estrada uses the Fortinet operating system. The final result expected through this implementation is to comprehensively see the capabilities of the firewall on Fortinet in overcoming the problem of blocking social media applications and streaming platforms during working hours. Blocking the application in question is the ability to filter web processes such as Facebook, Instagram, YouTube, etc. In the tests carried out, web filtering was able to block applications on social media and streaming platforms, which proves that the performance of web filtering is quite good. In analyzing web filtering performance, use the office hour rule tool by carrying out the rule schedule in the Fortinet network and displaying all the information in detail. The final result obtained in the network application filtering simulation process using Fortinet is that every network sent cannot be entered (blocked) on both social media applications and streaming platforms.

Librarians, as information specialists, play a vital role in managing and providing access to digital libraries. Despite the availability of digital information through repositories and digital libraries, a gap remains between users and their effective utilization. This underscores the importance of librarians in facilitating access and supporting users. This study analyzes the role, competencies, and challenges faced by librarians at the UPA Library of the University of Bengkulu in the digital knowledge ecosystem. A qualitative descriptive approach was used, with data collected through semi-structured interviews with four librarians and two users, direct observation, and documentation. Data were analyzed using data reduction, presentation, and conclusion drawing. The findings show that librarians act as information specialists by providing access through the OPAC system, repositories, digital libraries, e-journals, Springer Digital References, Instagram, and the library website. They evaluate and ensure credible digital information sources, preserve and back up collections, and assist users in information searches. However, librarians face challenges such as budget constraints, low user awareness, limited human resources, network issues, restricted access, and inadequate collections. These findings contribute to understanding the role of librarians as information specialists.

This study was motivated by the widespread use of Indonesian language that does not conform to standard linguistic rules in Instagram content created by adolescents aged 17–20 years. As a social media platform that emphasizes speed and self-expression, Instagram encourages users to employ slang, nonstandard abbreviations, code-mixing, and various other forms of language deviation. This study aims to analyze the forms of Indonesian language errors found in adolescents’ Instagram content and to identify the factors contributing to these errors. The research employed a descriptive qualitative approach using content analysis. Data were collected through questionnaires distributed to 37 respondents and through an analysis of their language use habits on Instagram. The findings reveal that the most dominant forms of language errors include letter repetition to emphasize emotion (78.3%), nonstandard abbreviations (56.7%), code-mixing between Indonesian and foreign languages (45.9%), and the use of slang (45.9%). The main factors influencing the use of nonstandard language are the desire to appear relaxed and informal (86.5%), the need for fast and practical communication (67.6%), and the influence of peer groups and social media trends. Nevertheless, most respondents are aware that these habits may negatively affect their formal language skills. This study highlights the importance of digital language literacy to help adolescents use Indonesian appropriately according to different communication contexts.

The development of social media has driven changes in digital marketing communication strategies, including within educational institutions such as Juara Academy. This study aims to analyze digital marketing communication strategies through Instagram in increasing student enrollment, identify gaps between social media performance and conversion rates, and formulate efforts to optimize these strategies. This research employs a descriptive qualitative approach using a case study method. Data were collected through interviews, observations, and documentation, and then analyzed using the interactive model of Miles and Huberman, as well as the AIDA framework (attention, interest, desire, action). The results indicate that digital marketing communication strategies have been systematically implemented through the utilization of Instagram features such as feed, story, reels, and live to capture attention, build interest, generate desire, and ultimately encourage enrollment actions. However, a gap was found between high engagement levels and suboptimal enrollment conversions, influenced by technical factors such as inconsistent content posting and a lack of integration across communication stages. Strategic optimization is therefore necessary through strengthening content consistency, enhancing more personalized interactions, and leveraging persuasive approaches based on audience experience. This study provides practical contributions to the management of digital marketing communication as well as theoretical contributions to the development of social media–based marketing communication studies.  

The development of artificial intelligence (AI) has fundamentally transformed digital marketing communication, while emerging as a strategic instrument in public relations practices of global corporations. This study aims to examine the construction of meaning around artificial intelligence as a financial solution within the cultural context of Lebaran, while analyzing the PR communication strategy employed by Google Indonesia in building persuasive messages for its public on digital platforms. The research object is a video advertisement posted on the official Instagram account @googleindonesia on March 7, 2025, promoting the Gemini Canvas feature for managing Tunjangan Hari Raya (THR) budgets. This study employs a descriptive qualitative approach with an interpretive paradigm, integrating two complementary analytical perspectives: first, Roland Barthes three-level semiotic analysis — denotation, connotation, and myth — to deconstruct meaning constructed through visual, verbal, and auditory signs in the advertisement; second, the PR communication strategy framework from Smith (2021) to identify how the choices of mascot, emotional message, and cultural appeal represent strategically planned communication decisions by Google Indonesia. The findings reveal that Google Indonesia constructs Gemini Canvas as an empathetic and culturally aware entity through three key elements: anthropomorphic symbolism in the form of a bespectacled cat functioning as brand mascot, local cultural markers of ketupat and THR, and Arabic-nuanced music that aurally reinforces the Lebaran atmosphere — all representing deliberate strategic PR decisions. From Smith’s (2021) perspective, the advertisement applies a proactive communication strategy combining negative emotional appeal — financial anxiety ahead of THR — immediately followed by positive emotional appeal as a concrete solution through Gemini Canvas, representing a structured form of public perception shaping. At the myth level, the advertisement normalizes reliance on digital platforms through systematic cultural localization. This study contributes to understanding AI-based digital marketing communication strategies and the shaping of public perception on AI technology by global corporations in the Indonesian market.  

This study analyzes the formation of a digital brand community through Persib Bandung fan interactions on social media. The research aims to examine how content distribution, message functions, and engagement patterns contribute to the construction of collective identity and digital rituals among supporters. Using a qualitative-interpretative content analysis supported by quantitative descriptive data, this study analyzes 418 posts published on Persib Bandung's official Instagram, TikTok, Facebook, X/Twitter, and YouTube accounts from November 27 to December 10, 2025. The findings reveal that Persib Bandung generated 29,543,663 total interactions, with Instagram and TikTok emerging as the most affective platforms for engagement. Non-match content (41.4%) and emotional or motivational messages (40.2%) dominate communication. Despite high public engagement, no evidence of two-way talkback from the official account was found, indicating a predominantly one-way communication model. The study concludes that Bobotoh function as a digital brand community characterized by collective identity, digital rituals, loyalty, symbolic ownership, and co-creation of brand meaning through measurable public interactions. This research contributes to the understanding of sports communication and digital brand communities in emerging football markets.