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All Journal International Journal of Multidisciplinary Sciences and Arts
Zikri Fachrul Nurhadi
Universitas Garut, Indonesia
Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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Crafting Digital Image: Examining Language, Visuals, and Identity of Sugema Raya Garut on TikTok Mahardika Raihan Hendrawan; Zikri Fachrul Nurhadi; Feri Purnama
International Journal of Multidisciplinary Sciences and Arts Vol. 5 No. 2 (2026): International Journal of Multidisciplinary Sciences and Arts, Article April 202
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v5i2.8188

Abstract

Penelitian ini dilatarbelakangi oleh meningkatnya peran media sosial dalam membentuk persepsi dan citra merek di era digital, khususnya pada sektor kuliner yang sangat kompetitif. Platform TikTok sebagai media berbasis video pendek telah menjadi ruang strategis bagi pelaku usaha untuk membangun identitas dan menjangkau audiens secara luas. Penelitian ini bertujuan menganalisis konstruksi identitas digital RM Sugema Raya Garut di platform TikTok melalui penggunaan bahasa, visual, dan narasi dalam membangun citra merek. Perkembangan TikTok telah mengubah pola komunikasi pemasaran kuliner, di mana persepsi publik terhadap merek banyak dipengaruhi oleh representasi visual dan interaksi audiens. Meskipun berbagai studi membahas efektivitas pemasaran digital, kajian mengenai proses presentasi diri merek dalam konteks algoritma platform yang dinamis masih terbatas. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data berupa wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa dimensi Real Self dibangun melalui konsistensi kualitas produk, pelayanan, dan pengalaman nyata konsumen; Ideal Self dikonstruksi melalui kurasi visual, penguatan storytelling, dan konsistensi positioning; sedangkan False Self muncul dalam bentuk penyesuaian komunikasi terhadap tren dan karakter platform tanpa mengubah nilai inti merek. Temuan ini menunjukkan bahwa pembentukan citra digital merupakan proses strategis yang bersifat siklus dan berkelanjutan, yang mengintegrasikan fondasi operasional, representasi simbolik, serta partisipasi audiens melalui praktik organic marketing. Secara praktis, penelitian ini memberikan implikasi bagi pelaku usaha kuliner dalam mengelola presentasi diri digital secara autentik, adaptif, dan berorientasi pada keberlanjutan merek.
Marketing Communication in the Commercial and Business Development Division of PT Len Industri Cooperative Raisha Shahana; Detya Wiryany; Zikri Fachrul Nurhadi
International Journal of Multidisciplinary Sciences and Arts Vol. 5 No. 1 (2026): International Journal of Multidisciplinary Sciences and Arts, Article January 2
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v5i1.7669

Abstract

Marketing communication is a form of communication aimed at introducing, establishing, and creating interactions between companies and their business partners and consumers. This study aims to analyze the implementation of marketing communications carried out by the Commercial and Business Development Division at the Employee Cooperative of PT. Len Industri based on the Integrated Marketing Communication (IMC) approach. This study uses a descriptive qualitative approach, where data is obtained through direct observation and interviews with relevant parties, as well as a review of supporting documents in the form of digital marketing content and business activity reports. The results of the study show that marketing communication activities are carried out through the integrated use of digital and conventional media, including the use of social media, direct delivery of information to cooperative members, and the use of promotional media placed within the company environment. The success of these marketing communication activities is supported by the availability of various internal communication channels, the proximity of the communication targets, the majority of whom are employees of PT. Len Industri, and the existence of business units that continuously generate promotional activities.  However, obstacles were also found, such as limited content production tools, a lack of resources focused on marketing, and a lack of consistency in messaging across communication channels.
Co-Authors Detya Wiryany Feri Purnama Mahardika Raihan Hendrawan Raisha Shahana