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All Journal Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara KAGANGA KOMUNIKA: Journal of Communication Science
Larasati Maharani
Sekolah Vokasi IPB University
Social Sciences

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STRATEGI PRODUKSI MINI SERIES BERBASIS SOSTAC PADA KAMPANYE DIGITAL PROGRAM KAMPUS INKLUSI REELS INSTAGRAM @DITJEN_DIKTI Larasati Maharani; Hudi Santoso
KAGANGA KOMUNIKA: Journal of Communication Science Vol 8 No 1 (2026): Edisi 14
Publisher : Fakultas Ilmu Komunikasi Universitas Teknologi Sumbawa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36761/kagangakomunika.v8i1.7469

Abstract

This study aims to design a concept for producing a mini-series as a digital campaign for the Inclusive Campus program on Instagram Reels @ditjen_dikti and to analyze the application of the SOSTAC model in the production process, including the role of the producer. This study employs a descriptive qualitative approach with data collection techniques including interviews, observation, and documentation. Informants were selected through purposive sampling, involving students with disabilities at IPB University—Putri Najla Rasyidah and Rama Vijaya Jhowry—as well as institutional representatives serving as supporting sources. The results indicate that the campaign was produced in three episodes and distributed via Instagram Reels in collaboration with @ipbofficial. The SOSTAC model was systematically applied from planning through evaluation. The campaign employed a participant-driven storytelling approach, showcasing the real-life experiences of students with disabilities, reinforced by perspectives from the campus environment and their families. Evaluation results indicate that the message of an inclusive campus was conveyed consistently, although limitations remain regarding production flexibility, issue diversity, and audience engagement optimization. This study also demonstrates that digital media can effectively serve as a medium for conveying messages of inclusion to the broader public. Keywords: Digital Campaign, Inclusive Campus, Mini Series, Producer, SOSTAC
Strategi Digital Marketing Indibiz dalam Membangun Brand Awareness Melalui Unggahan Konten Digital Larasati Maharani; Hudi Santoso
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2346

Abstract

Indibiz's digital marketing strategy is a step that can be taken to introduce its services to the wider community. This research aims to analyze the strategies used by Indibiz's digital marketing operations in developing brand awareness through the digital content produced. The purpose of this research is to explain what kind of digital content contributes the most to increase Indibiz's brand awareness and explain the latest digital content trends that can be implemented on the Indibiz platform to attract audiences. The data collection process used a descriptive qualitative approach. Data collection techniques were carried out by means of observation, interviews, and documentation. The research used the 4C digital marketing mix theory, namely co-creation, currency, communal activation, and conversation. The results showed that the digital marketing strategy implemented by Indibiz, namely by collaborating with customers and communities, utilizing viral digital content, holding events with communities and being responsive to audiences, was able to develop Indibiz's brand awareness. The challenging factor is that the uploaded content must be in accordance with the brand identity. This is quite challenging for B2B type companies. Abstrak Strategi digital marketing Indibiz merupakan suatu langkah yang dapat dilakukan untuk memperkenalkan layanan yang dimiliki kepada masyarakat luas. Penelitian ini bertujuan untuk menganalisis strategi yang dilakukan digital marketing operation Indibiz dalam mengembangkan brand awareness melalui konten digital yang diproduksi. Tujuan penelitian ini adalah untuk menjelaskan jenis konten digital seperti apa yang paling berkontribusi dalam meningkatkan brand awareness Indibiz dan menjelaskan tren konten digital terkini yang dapat diimplementasikan pada platform Indibiz untuk menarik minat audiens. Proses pengumpulan data menggunakan pendekatan kualitatif deskriptif. Teknik pengumpulan data dilakukan dengan cara observasi, wawancara, dan dokumentasi. Hasil penelitian menggunakan teori bauran pemasaran digital marketing 4C, yaitu co-creation, currency, communal activation, dan conversation. Hasil penelitian menunjukkan bahwa strategi digital marketing yang diterapkan oleh indibiz, yaitu dengan kolaborasi dengan pelanggan maupun komunitas, pemanfaatan konten digital yang viral, mengadakan event dengan komunitas dan responsif terhadap audiens mampu mengembangkan brand awareness Indibiz. Faktor yang menjadi tantangan adalah konten yang diunggah harus sesuai dengan identitas brand. Hal tersebut cukup menantang bagi tipe rusahaan B2B.
Strategi Digital Marketing Indibiz dalam Membangun Brand Awareness Melalui Unggahan Konten Digital Larasati Maharani; Hudi Santoso
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2346

Abstract

Indibiz's digital marketing strategy is a step that can be taken to introduce its services to the wider community. This research aims to analyze the strategies used by Indibiz's digital marketing operations in developing brand awareness through the digital content produced. The purpose of this research is to explain what kind of digital content contributes the most to increase Indibiz's brand awareness and explain the latest digital content trends that can be implemented on the Indibiz platform to attract audiences. The data collection process used a descriptive qualitative approach. Data collection techniques were carried out by means of observation, interviews, and documentation. The research used the 4C digital marketing mix theory, namely co-creation, currency, communal activation, and conversation. The results showed that the digital marketing strategy implemented by Indibiz, namely by collaborating with customers and communities, utilizing viral digital content, holding events with communities and being responsive to audiences, was able to develop Indibiz's brand awareness. The challenging factor is that the uploaded content must be in accordance with the brand identity. This is quite challenging for B2B type companies. Abstrak Strategi digital marketing Indibiz merupakan suatu langkah yang dapat dilakukan untuk memperkenalkan layanan yang dimiliki kepada masyarakat luas. Penelitian ini bertujuan untuk menganalisis strategi yang dilakukan digital marketing operation Indibiz dalam mengembangkan brand awareness melalui konten digital yang diproduksi. Tujuan penelitian ini adalah untuk menjelaskan jenis konten digital seperti apa yang paling berkontribusi dalam meningkatkan brand awareness Indibiz dan menjelaskan tren konten digital terkini yang dapat diimplementasikan pada platform Indibiz untuk menarik minat audiens. Proses pengumpulan data menggunakan pendekatan kualitatif deskriptif. Teknik pengumpulan data dilakukan dengan cara observasi, wawancara, dan dokumentasi. Hasil penelitian menggunakan teori bauran pemasaran digital marketing 4C, yaitu co-creation, currency, communal activation, dan conversation. Hasil penelitian menunjukkan bahwa strategi digital marketing yang diterapkan oleh indibiz, yaitu dengan kolaborasi dengan pelanggan maupun komunitas, pemanfaatan konten digital yang viral, mengadakan event dengan komunitas dan responsif terhadap audiens mampu mengembangkan brand awareness Indibiz. Faktor yang menjadi tantangan adalah konten yang diunggah harus sesuai dengan identitas brand. Hal tersebut cukup menantang bagi tipe rusahaan B2B.
Co-Authors Hudi Santoso