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All Journal Alamtara: Jurnal Komunikasi dan Penyiaran Islam Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Jurnal Informasi dan Komunikasi Administrasi (JIKAP) JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian Science and Education Journal Jurnal Ilmiah Multidisiplin Ilmu MEDIOVA: Journal of Islamic Media Studies All Fields of Science Journal Liaison Academia and Sosiety Journal Liaison Academia and Society
Alfi Rahmawati
Program Studi Komunikasi Digital Media Sekolah Vokasi IPB University Indonesia
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Social Sciences Veterinary Other

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Strategi Public Relations dalam Kampanye #BatasiGGL Terhadap Brand Reputation PT Nutrifood Muhamad Sya’rani; Alfi Rahmawati; Tasya Camila
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 5 No. 3 (2025): EduTIK : Juni 2025
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/edutik.v5i3.11771

Abstract

ABSTRAK Fenomena prevalensi penyakit tidak menular di Indonesia masih menjadi kekhawatiran dalam isu kesehatan. Sebagai perusahaan makanan dan minuman yang berfokus pada kesehatan, Nutrifood memiliki misi untuk menginspirasi masyarakat agar hidup lebih sehat, salah satu inisiasinya adalah kampanye #BatasiGGL atau pembatasan gula, garam, dan lemak. Kampanye ini menjadi fokus dalam penelitian ini. Strategi yang telah dijalankan selama lebih dari satu dekade turut berkontribusi dalam membentuk citra publik Nutrifood. Penelitian ini menggunakan pendekatan kualitatif, dan analisis strategi public relations Nutrifood dilakukan dengan menggunakan teori P.E.N.C.I.L.S yang dikemukakan oleh Kriyantono, dengan indikator publications, event, news, community involvement, identity/image, dan social responsibility. Hasil dari penelitian ini menunjukkan bahwa strategi public relations yang diterapkan oleh Nutrifood sejalan dengan teori P.E.N.C.I.L.S. Selama lebih dari satu dekade, strategi tersebut berpotensi meningkatkan kesadaran konsumen dan jurnalis, serta memberikan kontribusi positif terhadap pembentukan citra dan reputasi Nutrifood. ABSTRACT  The prevalence of non-communicable diseases in Indonesia remains a significant concern in public health. As a health-oriented food and beverage company, Nutrifood has a mission to inspire people to live healthier lives, one of which is through the #BatasiGGL campaign, promoting the reduction of sugar, salt, and fat consumption. This campaign is the main focus of this study. The strategies implemented over more than a decade have contributed to shaping Nutrifood’s public image. This research adopts a qualitative approach, and the analysis of Nutrifood’s public relations strategy is based on the P.E.N.C.I.L.S theory by Kriyantono, which includes indicators such as publications, events, news, community involvement, identity/image, and social responsibility. The findings of this study indicate that Nutrifood’s public relations strategy aligns with the P.E.N.C.I.L.S framework. Over more than a decade, this strategy has shown potential in raising awareness among consumers and journalists, while contributing positively to the development of Nutrifood’s brand image and reputation.
Pengaruh User Generated Content (UGC) terhadap Tingkat Kepercayaan Konsumen Pinkflash Ardha Lintang Khayani; Andriyono Kilat Adhi; Alfi Rahmawati
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 5 No. 3 (2025): EduTIK : Juni 2025
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/edutik.v5i3.11822

Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis bagaimana user generated content (UGC) berperan dan berhubungan dalam meningkatkan kepercayaan konsumen terhadap brand pinkflash. Penelitian dilakukan karena banyaknya penyebaran konten buatan pengguna (user generated content) yang melibatkan produk pinkflash melalui Instagram. Tren ini dimanfaatkan oleh brand pinkflash dengan mengadakan tantangan ‘Pinkiedolls of the month’ dan disebarluaskan melalui akun Instagram @pinkflash.community. Metode penelitian menggunakan pendekatan kuantitatif dengan pendekatan asosiatif berdasarkan teori user generated content dan teori consumer-based trust. Melalui survey kuesioner dengan sample 100 responden wanita berusia 17-30 tahun, konsumen dari produk kecantikan pinkflash dan mengikuti akun instagram @pinkflash.community. Hasil penelitian menunjukan bahwa terdapat pengaruh yang positif dan signifikan antara user generated content (UGC) terhadap tingkat kepercayaan konsumen dengan faktor tertinggi pada tingkat kemampuan konten untuk membangun emosi positif konsumen terhadap produk pinkflash yang ditampilkan pada konten. Temuan ini menunjukan bahwa user generated content (UGC) dapat dijadikan bahan promosi pinkflash melalui Instagram untuk meningkatkan mutu dan pelayanan. ABSTRACT  This research aims to analyze how user-generated content (UGC) takes part and is involved in improving consumer trust toward the pinkflash brand. This research was conducted due to the large distribution of user-generated content on Instagram which includes pinkflash’s products. This trend utilized by the pinkflash brand by holding a challenge ‘pinkiedolls of the month’ and distributed through @pinkflash.community Instagram account. This research used quantitative methods with associative approach based on user-generated content and consumer-based trust theory. Through a questionnaire survey, with a sample of 100 female respondents age 17-30 years old, consumers of pinkflash beauty product and following the Instagram account of @pinkflash.community. The result shows a positive and significant influence of user-generated content to the customer’s level of trust with the highest factor of content valance to build consumer positive emotion towards the pinkflash’s brand product inside the content. This finding shows that user-generated content can be used as pinkflash’s promotional materials through Instagram for improve quality and service.
Pengaruh Kampanye Iklan Tokopedia #KasihTenang Belanjamu terhadap Persepsi Konsumen Shakila Putria Kinanti; Andriyono Kilat Adhi; Alfi Rahmawati
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 5 No. 3 (2025): EduTIK : Juni 2025
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/edutik.v5i3.11844

Abstract

ABSTRAK  Persaingan industri  yang semakin dinamis mendorong Tokopedia untuk mengoptimalkan strategi pemasaran digital melalui kampanye iklan #KasihTenang Belanjamu guna membangun persepsi positif konsumen terhadap keamanan dan kenyamanan berbelanja online. Penelitian ini bertujuan menganalisis pengaruh kampanye iklan tersebut terhadap persepsi konsumen dengan menggunakan pendekatan kuantitatif melalui survei online kepada 100 responden yang merupakan pengguna aktif dan subscriber YouTube Tokopedia yang telah terpapar kampanye. Instrumen penelitian diuji validitas dan reliabilitasnya, serta dilakukan uji asumsi klasik seperti normalitas, linieritas, dan heteroskedastisitas untuk memastikan kelayakan model regresi linier sederhana yang digunakan. Hasil analisis menunjukkan adanya hubungan yang kuat dan signifikan antara kampanye iklan dengan persepsi konsumen, di mana sebagian besar variasi persepsi konsumen dapat dijelaskan oleh efektivitas kampanye yang dijalankan. Temuan ini menegaskan bahwa elemen pesan, media, kreativitas, dan daya tarik kampanye berperan penting dalam membangun citra dan kepercayaan konsumen. Kampanye iklan digital yang dirancang secara strategis dan didukung oleh media sosial mampu memberikan kontribusi positif terhadap persepsi konsumen serta memperkuat posisi Tokopedia di pasar  Indonesia. ABSTRACT  The increasingly dynamic competition in the  industry has encouraged Tokopedia to optimize its digital marketing strategy through the #KasihTenang Belanjamu advertising campaign, aiming to build positive consumer perceptions regarding the safety and comfort of online shopping. This study aims to analyze the influence of the campaign on consumer perception using a quantitative approach through an online survey of 100 respondents who are active users and YouTube subscribers of Tokopedia who have been exposed to the campaign. The research instruments were tested for validity and reliability, and classical assumption tests such as normality, linearity, and heteroscedasticity were conducted to ensure the feasibility of the simple linear regression model used. The analysis results indicate a strong and significant relationship between the advertising campaign and consumer perception, with most of the variation in consumer perception explained by the effectiveness of the campaign. These findings highlight that elements such as message, media, creativity, and campaign appeal play a crucial role in building brand image and consumer trust. In conclusion, a strategically designed digital advertising campaign supported by social media can positively contribute to consumer perception and strengthen Tokopedia’s position in the Indonesian market.
Pengaruh Komunikasi Pemasaran Terpadu terhadap Brand Awareness Lembaga Pelatihan Bisa AI Academy di Era Digital Anisa Nurul Fitri; Alfi Rahmawati; Tasya Camila Hamdani
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 5 No. 3 (2025): EduTIK : Juni 2025
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/edutik.v5i3.11846

Abstract

ABSTRAK  Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi pemasaran terpadu (Integrated Marketing Communication) terhadap brand awareness pada lembaga pelatihan BISA AI Academy di era digital. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling, di mana data dikumpulkan melalui penyebaran kuesioner online menggunakan Google Form. Responden dalam penelitian ini adalah peserta yang telah mengikuti pelatihan atau program di BISA AI Academy serta mengikuti media sosial resmi lembaga tersebut. Analisis data dilakukan dengan menggunakan teori komunikasi pemasaran terpadu dari Belch & Belch serta teori brand awareness dari Keller. Hasil penelitian menunjukkan bahwa komunikasi pemasaran terpadu berpengaruh signifikan terhadap peningkatan brand awareness BISA AI Academy. Temuan ini menegaskan pentingnya penerapan strategi komunikasi pemasaran terpadu yang efektif melalui berbagai saluran digital untuk memperkuat posisi dan daya saing lembaga pelatihan berbasis teknologi di tengah persaingan industri yang semakin kompetitif. Penelitian ini juga memberikan kontribusi praktis bagi BISA AI Academy dalam mengidentifikasi dimensi komunikasi pemasaran yang paling berpengaruh, serta memberikan kontribusi teoretis dalam pengembangan literatur mengenai IMC dan brand awareness pada sektor pendidikan nonformal di era digital. ABSTRACT  This study aims to analyze the influence of Integrated Marketing Communication (IMC) on brand awareness at the BISA AI Academy training institution in the digital era. The research employs a quantitative approach with purposive sampling technique, where data were collected through online questionnaires distributed via Google Forms. The respondents in this study were participants who had attended training programs at BISA AI Academy and followed the institution's official social media accounts. Data analysis was conducted using the Integrated Marketing Communication theory by Belch & Belch and Keller’s brand awareness theory. The results indicate that Integrated Marketing Communication has a significant effect on enhancing brand awareness of BISA AI Academy. These findings emphasize the importance of implementing effective IMC strategies through various digital channels to strengthen the position and competitiveness of technology-based training institutions amid an increasingly competitive industry. This study also provides practical contributions for BISA AI Academy in identifying the most influential dimensions of marketing communication, as well as theoretical contributions to the development of literature on IMC and brand awareness in the non-formal education sector in the digital era.
Analisis Adopsi E-Commerce berdasarkan Kerangka TOE (Technology, Organization, Environment) pada UMKM Kota Bogor Indonesia Alfi Rahmawati; Nurlela Machmuddin; Leni Lidya
JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian Vol. 10 No. 6 (2025)
Publisher : Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37149/jia.v10i6.2429

Abstract

The MSME sector is one of the economic pillars in Bogor City, yet e-commerce adoption remains suboptimal despite the pressure of digital transformation. This study analyzes the determinants of e-commerce adoption using the Technology, Organization, Environment (TOE) framework. Using a quantitative correlational approach and simple random sampling, data were collected from 211 MSME actors, predominantly from the culinary and service sectors. The results demonstrate that technological readiness, organizational capability, and environmental support significantly influence adoption, with the model explaining 61.2% of the variance. The scientific novelty of this research lies in identifying the environmental factors, specifically government support and competitive pressure, as the most dominant driver (β = 0.368), surpassing internal technical and organizational factors in the urban MSME landscape. These findings contribute to the TOE literature by showing that, in emerging urban economies, digital transformation is primarily a reactive adaptation to external ecosystems rather than an internal readiness. Strategically, the results underscore the need for a holistic ecosystem approach to accelerate digital literacy and innovation among MSMEs.
Strategi Perancangan Dan Produksi Vodcast Edukatif Sebagai Sarana Literasi Kesehatan Mental Ghofran Fayyadh Yede; Alfi Rahmawati; Diadji Kuntoro
Science and Education Journal (SICEDU) Vol 5 No 2 (2026): Science and Education Journal 2026
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/sicedu.v5i2.449

Abstract

Perkembangan media digital telah mendorong perubahan pola komunikasi masyarakat dalam mengakses informasi edukatif, termasuk terkait kesehatan mental. Rendahnya literasi kesehatan mental serta masih adanya stigma di masyarakat menunjukkan perlunya media edukasi yang komunikatif, mudah diakses, dan sesuai dengan karakteristik audiens digital. Penelitian ini bertujuan untuk mendeskripsikan strategi perancangan dan produksi vodcast edukatif sebagai sarana literasi kesehatan mental bagi audiens usia 18–25 tahun melalui platform YouTube. Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain practice-based research yang berfokus pada proses produksi media digital. Tahapan penelitian meliputi analisis kebutuhan audiens, perancangan konsep konten, tahap pra-produksi, produksi, pascaproduksi, distribusi konten, serta evaluasi berbasis data analitik YouTube. Hasil penelitian menunjukkan bahwa strategi produksi vodcast yang mengedepankan komunikasi empatik, penggunaan referensi ilmiah, serta pendekatan audio-visual interaktif mampu meningkatkan keterlibatan audiens. Implementasi vodcast melalui platform YouTube juga memberikan kemudahan dalam distribusi konten dan evaluasi performa melalui indikator jumlah penonton, durasi tonton, retensi audiens, serta interaksi pengguna. Dengan demikian, vodcast edukatif dapat menjadi media komunikasi digital yang efektif dalam mendukung literasi kesehatan mental masyarakat.
Peran Media Sosial Instagram dalam Mendukung Event Activation Kalbe Consumer Health Branch Bogor R. Moh Baehaki; Alfi Rahmawati
ALAMTARA Vol 9 No 2 (2025): Alamtara: Jurnal Komunikasi dan Penyiaran Islam
Publisher : Program Studi Komunikasi dan Penyiaran Islam (KPI) Institut Agama Islam Tarbiyatut Tholabah (IAI TABAH)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58518/alamtara.v9i2.4586

Abstract

This study discusses the effectiveness of using Instagram as a digital marketing tool to support event activation activities carried out by Kalbe Consumer Health Branch Bogor. The purpose of this research is to analyze how Instagram contributes to increasing audience engagement, strengthening brand image, and expanding the reach of promotional activities. The research method used is a qualitative descriptive approach through observation, documentation, and analysis of social media content related to Kalbe’s event activations. The results show that Instagram plays a significant role in enhancing public awareness, fostering interactive engagement, and supporting sales performance during event promotions. Moreover, the integration between online activities and offline events creates a consistent and impactful communication strategy. Overall, the use of Instagram has proven to be an effective medium for strengthening brand presence and optimizing marketing communication at Kalbe Consumer Health Branch Bogor
BPKP RI public communication through instagram social media utilization Mayva Eka Wulandary; Alfi Rahmawati
JIKAP (Jurnal Informasi dan Komunikasi Administrasi Perkantoran) Vol 9, No 3 (2025): Mei
Publisher : Program Studi Pendidikan Administrasi perkantoran FKIP UNS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jikap.v9i3.102328

Abstract

Abstrak: Media sosial saat ini menjadi sarana strategis dalam membangun komunikasi publik instansi pemerintahan, salah satunya Badan Pengawasan Keuangan dan Pembangunan Republik Indonesia (BPKP RI). Penelitian ini bertujuan untuk menganalisis pemanfaatan media sosial instagram dalam menjalankan komunikasi publik di BPKP RI menggunakan teori 4C. Teori 4C yang digunakan adalah teori dari Chris Heuer dengan menggunakan metode kualitatif deskriptif. Penelitian ini menggunakan teknik pengambilan wawancara, observasi serta studi literatur. Hasil penelitian ini menunjukkan bahwa pemanfaatan media sosial instagram dalam menjalankan komunikasi publik di BPKP RI telah mengimplementasikan teori 4C oleh Chris Heuer. Terdapat 4 aspek yaitu Context ditunjukkan dari isi konten yang relevan dengan fungsi lembaga. Communication dilihat dari cara menyampaikan informasi menggunakan format foto, video, serta interaksi di kolom komentar menggunakan bahasa yang komunikatif. Collaboration ditunjukkan melalui hubungan antarlembaga yang informasinya diunggah menggunakan fitur collab instagram. Connection dapat dilihat melalui penggunaan sapaan dan keaktifan dalam menjawab komentar terhadap pengikutnya. Temuan ini menunjukkan bahwa strategi komunikasi publik BPKP RI melalui instagram telah memanfaatkan media sosial secara efektif untuk membangun hubungan yang lebih dekat dan partisipastif dengan masyarakat Kata kunci : kolaborasi; komunikasi; koneksi; konteks; kontenAbstract: Social media has become a strategic tool for building public communication within government institutions, including the Financial and Development Supervisory Agency of the Republic of Indonesia (BPKP RI). This study analyzes the utilization of Instagram social media in implementing public communication at BPKP RI using Chris Heuer's 4C theory. This research employs a descriptive qualitative method with data collection conducted through interviews, observation, and literature review. The findings demonstrate that BPKP RI has successfully implemented the four aspects of Chris Heuer's 4C theory in its Instagram-based public communication strategy. Context is reflected through content that aligns with the institution's functions. Communication is evident in information delivery methods using photos, videos, and interactive comment section engagement with communicative language. Collaboration is demonstrated through inter-agency relationships displayed via Instagram's collaboration feature. Connection is manifested through greetings and active responses to followers' comments. These findings indicate that BPKP RI's public communication strategy via Instagram has effectively utilized social media to foster closer and more participatory relationships with the public. Keywords : collabration; communcation; connection; content; context
PERAN KOMUNIKASI INTERPERSONAL DENGAN PASANGAN LAWAN JENIS TERHADAP MOTIVASI BELAJAR MAHASISWA Syanah Talitha Ardelia; Alfi Rahmawati
Jurnal Ilmiah Multidisiplin Ilmu Vol. 3 No. 4 (2026): Agustus : Jurnal Ilmiah Multidisiplin Ilmu (JIMI)
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/43a74s82

Abstract

This research explores by the importance of interpersonal communication in romantic relationships between college students, which has the potential to influence their learning motivation. The purpose of this study is to analyze how interpersonal communication with opposite-sex partners contributes to students' learning motivation and the accompanying psychological factors. This study used a qualitative approach with descriptive methods. Data were collected through in-depth interviews with active college students who were in romantic relationships during their studies in Sukabumi City. Data analysis was conducted using the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing. The results show that interpersonal communication in romantic relationships among students tends to be flexible, open, and supported by empathy, support, and equality. Communication built from interpersonal relationships with partners acts as a support system that can increase the process of learning enthusiasm, form more regular and disciplined learning habits, and learning motivation is reinforced through joint study activities that provide discussion partners. However, conflict in relationships can cause emotional disturbances that affect a temporary decrease in learning concentration. Psychologically, interpersonal relationships have a positive impact in the form of comfort, self-confidence, and emotional balance. This study concludes that interpersonal communication with partners has a significant role in supporting students' learning motivation, with the note that communication quality and conflict management skills are the main determining factors. This research is expected to be a practical reference for students, counselors, and educational institutions on how and what the impact of managing healthy interpersonal relationships is to support students' academic success.
INFLUENCER AUTHENTICITY AND PURCHASE INTENTION TOWARD LOCAL MSMES: A GENDER PERSPECTIVE Alfa Latif; Alfi Rahmawati; Resti Ernawati
MEDIOVA: Journal of Islamic Media Studies Vol. 6 No. 1 (2026): SIX EDITION - NO 1
Publisher : Prodi Jurnalistik Islam IAIN Syaikh Abdurrahman Siddik Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32923/qd1d6478

Abstract

The rapid growth of social media has transformed marketing practices, particularly for local micro, small, and medium enterprises (MSMEs) that often face limitations in brand visibility and consumer trust. In this context, influencer marketing has emerged as an effective strategy to enhance product exposure and influence consumer behavior. This study aims to examine the effect of influencer authenticity on purchase intention toward local MSME products, with a particular emphasis on gender differences. This research employs a quantitative approach using a cross-sectional survey design involving 113 social media users in Indonesia. Data were collected through an online questionnaire and analyzed using descriptive and correlation analysis. The results indicate that influencer authenticity has a strong and significant relationship with purchase intention (r = 0.80, p < 0.01), suggesting that higher perceived authenticity leads to higher purchase intention. The findings also reveal that authenticity functions as a trust signal in digital environments and operates through a trust transfer mechanism, where trust in influencers extends to the products they endorse. Furthermore, gender differences influence how authenticity is interpreted, with female consumers being more responsive to emotional and relational cues, while male consumers emphasize credibility and informational aspects. This study contributes to the literature on digital marketing and media studies by integrating a gender perspective into influencer marketing effectiveness. Practically, the findings provide insights for MSMEs in designing more effective and targeted influencer marketing strategies based on authenticity and audience segmentation.
Co-Authors Alfa Latif Andriyono Kilat Adhi Andriyono Kilat Adhi Andriyono Kilat Adhi Anisa Nurul Fitri Ardha Lintang Khayani Arwaa Kamiliya Nasma Bunga Imtinan Ayundara Ghofran Fayyadh Yede Kuntoro, Diadji Leni Lidya Mayva Eka Wulandary Muhamad Sya’rani Natasya Adinda Maharani Nurlela Machmuddin R. Moh Baehaki Resti Ernawati Shakila Putria Kinanti Syanah Talitha Ardelia Tasya Camila Tasya Camila Hamdani