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All Journal SUBSERVE: Community Service and Empowerment Journal THE COMMERCIUM
Hasna Nur Lina
Universitas Negeri Surabaya
Humanities Education Languange, Linguistic, Communication & Media Social Sciences Other

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OPTIMALISASI KONTEN MEDIA SOSIAL TIKTOK DAN INSTAGRAM SEBAGAI STRATEGI KOMUNIKASI PEMASARAN DIGITAL HOTEL: STUDI KASUS HOTEL 88 EMBONG MALANG SURABAYA Imelda Marcelina; Naufal Ikbaar; Risya Dinda Salsabilla; Maryana Naomi Sihombing; Hasna Nur Lina
The Commercium Vol 10 No 3 (2026): The Commercium - Juli 2026
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v10i3.78595

Abstract

Industri perhotelan menghadapi tantangan persaingan digital yang semakin intensif, di mana pemilihan platform dan strategi konten media sosial menjadi determinan kunci keberhasilan pemasaran. Penelitian ini mengkaji optimalisasi konten TikTok dan Instagram sebagai strategi komunikasi pemasaran digital Hotel 88 Embong Malang Surabaya, dengan fokus pada identifikasi format konten yang efektif dalam meningkatkan engagement audiens. Penelitian ini memberikan kontribusi baru berupa kerangka strategi konten berbasis karakteristik audiens Generasi Z untuk hotel skala menengah di kota-kota besar Indonesia yang belum banyak dikaji. Metode penelitian menggunakan pendekatan deskriptif kualitatif dengan studi kasus. Data dikumpulkan melalui observasi partisipatif selama program studi independen, dokumentasi konten media sosial, serta wawancara mendalam dengan tiga informan kunci: Social Media Officer, Front Desk Manager, dan Guest Relations Officer Hotel 88 Embong Malang. Validasi data dilakukan melalui triangulasi sumber dan member checking. Hasil penelitian menunjukkan bahwa konten behind the scene, edukasi destinasi sekitar hotel, dan testimoni pelanggan memperoleh rata-rata views 2,3 kali lebih tinggi dibandingkan konten promosi formal, dengan engagement rate konten TikTok mencapai 3,2% pascaimplementasi strategi, melampaui rata-rata industri perhotelan sebesar 3,0%. Pada Instagram, fitur Reels menghasilkan peningkatan reach hingga 40% dibandingkan postingan statis. Temuan ini menegaskan bahwa autentisitas dan relevansi budaya lokal merupakan faktor utama keberhasilan strategi konten digital hotel di konteks pasar Indonesia.
PARTICIPATORY SOFT SKILLS INTERVENTION FOR YOUTH EMPOWERMENT IN MULTICULTURAL RURAL COMMUNITIES: ADVANCING A PANCASILA VILLAGE MODEL IN INDONESIA Agung Stiawan; Aditya Chandra Setiawan; Raden Roro Maha Kalyana Mitta Anggoro; Hasna Nur Lina
SUBSERVE: Community Service and Empowerment Journal Vol. 4 No. 2 (2026): Juli 2026
Publisher : Prime Identity Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study examines the effectiveness of a participatory soft skills intervention in strengthening youth capacity within a multicultural rural community to support the development of a Pancasila Village in Indonesia. The program was conducted in Sugihwaras Village, Lamongan Regency, over an eight-month period using a Participatory Action Research (PAR) framework. A total of 30 youth participants, along with village stakeholders, were actively involved in the intervention. The program integrated experiential learning strategies, including leadership training, communication skill development, multicultural dialogue, and conflict resolution simulations. Data were collected through a mixed-method approach, combining pre-test and post-test assessments, observations, and participant feedback. The findings indicate significant improvements across four key competencies: understanding of Pancasila values (from 58% to 85%), communication skills (60% to 88%), multicultural awareness (55% to 84%), and collaborative leadership (50% to 82%). These results demonstrate that experiential and participatory approaches effectively facilitate both cognitive and behavioral transformations among youth. Furthermore, the establishment of the “Pancasila Youth Community” reflects a transition from structured intervention to sustainable, community-driven social action. The study contributes to the literature by proposing an integrative model that combines soft skills development, civic value internalization, and participatory engagement as a unified framework for youth empowerment. This model offers both theoretical and practical implications, particularly for community-based education and social cohesion in diverse societies. Future research is recommended to explore the long-term sustainability and adaptability of this model across different socio-cultural contexts.
Co-Authors Agung Stiawan Imelda Marcelina Maryana Naomi Sihombing Naufal Ikbaar Raden Roro Maha Kalyana Mitta Anggoro Risya Dinda Salsabilla Setiawan, Aditya Chandra