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p-Index From 2021 - 2026
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All Journal Journal Media Public Relations STREAMING Business Journal
Harvia Atika Zahira
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Laundry Majapahit: Pemanfaatan Scripted User Generated Content sebagai Strategi Komunikasi Pemasaran Rinso di TikTok Geraldo Armayudha; Amiruddin Saleh; Harvia Atika Zahira
STREAMING Vol. 5 No. 2 (2026): STREAMING Business Journal
Publisher : Research and Community Service UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/mvp3rs92

Abstract

This study aims to analyze the use of scripted user generated content as Rinso’s digital marketing communication strategy through the Laundry Majapahit content on TikTok and to examine the storytelling strategies used to convey brand messages and build audience engagement. This study employed a qualitative approach with a case study design and qualitative content analysis. Data were collected through an interview with a key informant from Unilever Indonesia, observation of 19 TikTok posts from the @yatimajapahit account uploaded from October 18 to November 2, 2025, and analysis of audience comments. The findings show that Laundry Majapahit operates as scripted user generated content through a fictional account, the persona of Bu Yati, creator participation, comment responses, and a low-cost manual laundry gimmick. This strategy creates an organic impression, encourages viral marketing, expands electronic word of mouth, and strengthens brand engagement through storytelling and soft selling.
PERAN FITUR WHATSAPP DALAM MENINGKATKAN EFEKTIVITAS KOMUNIKASI JARAK JAUH MAHASISWA PERANTAU Angelina Dian Putri Sianipar; Amiruddin Saleh; Harvia Atika Zahira
Journal Media Public Relations Vol. 6 No. 1 (2026): Journal Media Public Relations (JMP)
Publisher : Program Studi Ilmu Komunikasi Universitas Tulang Bawang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37090/nxmqwt13

Abstract

Penelitian ini bertujuan untuk mengukur pengaruh serta kontribusi signifikan penggunaan fitur WhatsApp terhadap komunikasi interpersonal. Lingkup penelitian adalah mahasiswa perantau beragama Katolik di Sekolah Vokasi IPB. Dalam mengukur efektivitas, peneliti menggunakan metode kuantitatif bersifat eksplanatif, dengan instrumen berupa kuesioner. Berdasarkan hasil penelitian yang dilakukan, dapat disimpulkan bahwa penggunaan fitur WhatsApp mempengaruhi efektivitas komunikasi personal mahasiswa rantau dengan orang tua nya. Para mahasiswa aktif memanfaatkan fitur WhatsApp untuk menjaga hubungan dan interaksinya meskipun berjarak jauh. Hal ini sesuai dengan perspektif Computer-Mediated Communication (CMC) melalui Teori Social Information Processing (SIP), bahwa mahasiswa perantau mampu mengadaptasi fitur-fitur WhatsApp untuk membangun hubungan interpersonal yang berkualitas meskipun tanpa kehadiran fisik secara langsung. Meski terpisah jarak, komunikasi tetap terjalin dengan terbuka dan harmonis karena proses pertukaran informasi sosial tetap dapat dilakukan secara efektif melalui media digital.
Co-Authors Amiruddin Saleh Angelina Dian Putri Sianipar Geraldo Armayudha