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All Journal Dewantara: Jurnal Pendidikan Sosial Humaniora Journal Research of Social Science, Economics, and Management
Ridha Handayani
Universitas Paramadina
Arts Humanities Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Evaluation of Integrated Digital Marketing Communication Strategy in the Ministry of Agriculture's Social Media Asep Kurnia Saputra; Ridha Handayani; Juni Afiah Chusjairi
Journal Research of Social Science, Economics, and Management Vol. 5 No. 10 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i10.1494

Abstract

This study examines the implementation of integrated digital marketing communication (IMC) within the Ministry of Agriculture’s social media ecosystem in Indonesia. The rapid growth of digital communication has transformed social media from a mere information dissemination tool into a strategic platform for public engagement, institutional branding, and policy communication. However, many government institutions still rely on one-way communication patterns without adapting content to audience characteristics across platforms. Therefore, this study aims to evaluate the Ministry of Agriculture’s social media communication strategy through the four pillars of Integrated Marketing Communication (IMC), namely stakeholders, content, channels, and results. This research employed a mixed content analysis approach combining quantitative-descriptive and qualitative-interpretive methods. The study analyzed 88 posts published across five official social media platforms—YouTube, Instagram, Facebook, TikTok, and X/Twitter—during the observation period from November 27 to December 10, 2025. Interaction metrics, such as likes, comments, shares, views, and engagement rates, were examined to identify communication effectiveness and audience response patterns. The findings reveal that informational content dominated the communication strategy at 61.4%, while educational content was completely absent. TikTok generated the highest interaction despite having fewer followers, indicating that communication effectiveness is strongly influenced by platform-format compatibility rather than audience size alone. The study concludes that the Ministry of Agriculture’s social media has not yet functioned as a fully integrated IMC ecosystem because its communication practices still reflect parallel distribution rather than audience-oriented strategic integration.
Karakteristik Konten TikTok Merek Lokal untuk Generasi Z di Indonesia: Analisis Isi Kualitatif Andhini Winariyanti; Ridha Handayani; Juni Alfiah Chusjairi
Dewantara : Jurnal Pendidikan Sosial Humaniora Vol. 5 No. 2 (2026): Juni: Dewantara : Jurnal Pendidikan Sosial Humaniora
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/dewantara.v5i2.6898

Abstract

This study examines TikTok content as a platform-native communication artifact shaped by brand strategy, platform logic, and Generation Z preferences. It adapts Munsch’s (2021) audience-perception model by shifting the analytical focus from audience responses to observable brand-generated content construction. Using qualitative content analysis supported by descriptive statistics, this study analyzes 69 TikTok posts, consisting of 64 videos and 5 photo/carousel posts from three Indonesian local brands, namely Somethinc, Scarlett Whitening, and Erigo, published from 1 to 15 May 2026. Seven communication elements were coded by two independent coders: compact format, viral music, humor, figure/creator/KOL presence, authenticity, informative message, and call-to-action. Intercoder reliability was strong across the six variable elements, with average Cohen’s Kappa and Krippendorff’s Alpha scores of 0.95. The analysis identifies three dominant content configurations: science-led educational content, figur/KOL-mediated community intimacy, and figur/KOL-led trend conversion. Humor emerges as the most strategic differentiator, supported by visual evidence from selected screenshots. The findings suggest that, within the observed corpus, the three brands do not rely on a single viral content formula. Instead, Indonesian local brands navigate algorithmic visibility through category-specific content construction.  
Dari Metrik Volume ke Owned Media: Studi pada Dokumenter-Konseptual Digital Public Relations IKEA Indonesia dalam Perspektif Volume Trap Ridha Handayani; Andhini Winariyanti; Mulharnetti Syas
Dewantara : Jurnal Pendidikan Sosial Humaniora Vol. 5 No. 2 (2026): Juni: Dewantara : Jurnal Pendidikan Sosial Humaniora
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/dewantara.v5i2.7165

Abstract

Digital transformation has shifted public relations (PR) from a message dissemination function to a strategic practice that requires organizations to continuously listen to, understand, and respond to their publics. This article aims to examine IKEA Indonesia’s digital public relations practices through a documentary-conceptual case study to understand the risk of the volume trap, namely the tendency to treat the amount of content, exposure, impressions, search volume, or website traffic as the ultimate evidence of reputational success. The study employs Digital PR Theory and Excellence Theory, using a qualitative approach and descriptive analysis of secondary data, including the Indonesia Top Digital Public Relations Award 2026, INFOBRAND.ID publications, media coverage, and IKEA Indonesia’s Bonding Instruction campaign. The analysis applies documentary thematic coding to digital visibility, indicative public responses, digital awareness, relational storytelling, owned media traffic, and feedback loop indicators. The findings indicate an emerging shift in public attention toward owned media, as reflected in the high number of website visitors. However, the interpretation remains limited due to the lack of data on traffic sources, the composition of organic and paid traffic, visit duration, returning users, and independently verified sentiment. This article proposes the Data-Based Dialogic Digital PR Planning Heuristic Framework as an evaluative guide to distinguish visibility metrics from reputational impact in digital PR evaluation.
Co-Authors Andhini Winariyanti Asep Kurnia Saputra Juni Afiah Chusjairi Juni Alfiah Chusjairi Mulharnetti Syas, Mulharnetti