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Rio Kurniawan
Trunojoyo University
Arts Humanities Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Education Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Mathematics Neuroscience Physics Social Sciences Other

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Positive and Negative Business Messages in the Digital Age: Implications for Stakeholder Engagement and Digital Reputation Management R. Aj Rizqia Anisa Putri; Muhammad Doni Al Rafly Tanjung; Rio Kurniawan
Literasi Nusantara Vol. 6 No. 2 (2026): June
Publisher : Yayasan Citra Dharma Cindekia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56480/jln.v6i2.79

Abstract

The rapid advancement of digital technologies has fundamentally transformed the landscape of business communication, enabling organizations to interact with stakeholders through multiple digital platforms in real time. This study aims to examine the implementation of positive and negative business messages in the digital era and analyze their implications for stakeholder relationships and digital reputation management. A qualitative descriptive approach was employed using content analysis of business communication practices across social media, email marketing, mobile applications, and customer service interactions. Data were gathered from secondary sources, including corporate digital communications, academic literature, and documented business communication cases.  The findings indicate that positive business messages—such as appreciation, promotional information, service confirmations, and customer recognition—contribute significantly to stakeholder engagement, customer satisfaction, and brand loyalty when delivered through personalized and interactive communication strategies. Conversely, negative business messages, including complaint handling, service failures, rejection notices, and crisis responses, require greater levels of transparency, empathy, responsiveness, and accountability to minimize reputational risks. Furthermore, the study reveals that the increasing speed of information dissemination in digital environments amplifies both positive and negative communication outcomes. While positive messages can enhance brand advocacy and strengthen organizational image , poorly managed negative messages may rapidly escalate into reputational crises due to the viral nature of social media platforms. This research highlights the continuing relevance of traditional business communication principles while emphasizing the necessity of adapting message strategies to contemporary digital audiences. Ultimately, effective communication in the digital age requires organizations to balance technological efficiency with human-centered approaches.
Communication Science Students’ Perception of Somethinc’s Product Discount Promotion Strategy on TikTok Difa Anugrah Indah Cahyani; Yuliana Astutik; Rio Kurniawan
Literasi Nusantara Vol. 6 No. 2 (2026): June
Publisher : Yayasan Citra Dharma Cindekia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56480/jln.v6i2.81

Abstract

This study aims to analyze the perceptions of Communication Science students at Universitas Trunojoyo Madura toward Somethinc product discount promotions on TikTok, identify the factors influencing those perceptions, and examine their impact on students’ interest in the products. This research employed a qualitative descriptive approach within a constructivist paradigm. Data were collected through observation, in-depth interviews, and documentation involving five Communication Science students who actively use TikTok and have encountered Somethinc discount promotions on the platform. The findings indicate that students generally have positive perceptions of Somethinc’s discount promotions on TikTok. The promotions are considered attractive, informative, easy to understand, and effective in capturing attention through creative visual content and clear messages. Students’ perceptions are influenced by personal experience, product needs, promotional characteristics, and the intensity of TikTok usage. Furthermore, the promotions increase students’ interest in Somethinc products by encouraging them to seek product information and consider purchasing decisions. The study concludes that discount promotions on TikTok are an effective digital marketing communication strategy for attracting consumer attention and increasing purchase interest among university students.
The Influence of Digital Communication Strategies on Consumer Purchase Intention Among SMEs on Instagram R. Aj Rizqia Anisa Putri; Muhammad Doni Al Rafly Tanjung; Rio Kurniawan
Literasi Nusantara Vol. 6 No. 2 (2026): June
Publisher : Yayasan Citra Dharma Cindekia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56480/jln.v6i2.82

Abstract

The rapid growth of digital technology has transformed business communication practices, particularly among Small and Medium Enterprises (SMEs) utilizing social media platforms such as Instagram. This study aims to examine the influence of digital communication strategies on consumer purchase intention among SMEs operating on Instagram. Using a qualitative descriptive approach through a literature review method, this study analyzes previous research, academic literature, and digital marketing practices related to communication strategies, consumer behavior, and social media marketing. The findings indicate that effective digital communication strategies, including attractive visual content, persuasive messaging, audience engagement, content consistency, and interactive communication, significantly contribute to increasing consumer purchase intention. Instagram features such as Stories, Reels, Live Streaming, and Direct Messages provide opportunities for SMEs to establish stronger relationships with consumers and enhance brand awareness. Furthermore, the application of the AIDA model and persuasion theory demonstrates how communication strategies can influence consumer decision-making processes from attention to purchasing action. The study concludes that digital communication strategies play a crucial role in influencing consumer attitudes, strengthening trust, and encouraging purchase intentions in digital business environments. The findings provide practical insights for SMEs seeking to optimize communication effectiveness and improve marketing performance through social media platforms.
Business Communication Adaptation of Micro, Small, and Medium Enterprises (MSMEs) in the Transition from Offline Sales Systems to Digital Marketplaces Elsaday Sihombing; Zehroh Zehroh; Rio Kurniawan
Literasi Nusantara Vol. 6 No. 2 (2026): June
Publisher : Yayasan Citra Dharma Cindekia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56480/ln.v6i2.84

Abstract

The development of digital technology has brought changes in various fields, including the business sector. These changes encourage many Micro, Small, and Medium Enterprises (MSMEs) to shift from offline sales systems to digital marketplaces. This transition not only changes the way businesses sell their products but also affects the pattern of communication with consumers. This study aims to examine the adaptation process of business communication among MSMEs during the transition from offline to digital marketplaces, the changes in communication patterns, and the supporting and inhibiting factors in the process. This research employed a qualitative method with a descriptive approach. Data were collected through interviews, observations, and documentation. The results show that MSMEs have shifted their communication patterns from face-to-face interactions to digital communication through chat features, product descriptions, and customer reviews. Fast responses and communicative language also play an important role in building consumer trust. However, several obstacles are still encountered, such as low digital literacy and limited ability to manage digital communication. Therefore, the ability to adapt business communication becomes an important factor in improving the competitiveness of MSMEs in the digital era.
Business Communication Strategy of Egg White MSMEs in Building Consumer Trust and Attractiveness Muhammad Albi Putra Pratama; Rio Kurniawan; Mochammad Sakti Aditya Pratama
Literasi Nusantara Vol. 6 No. 2 (2026): June
Publisher : Yayasan Citra Dharma Cindekia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56480/jln.v6i2.85

Abstract

The development of MSMEs in the health-based processed food sector, such as egg white products, continues to grow alongside the trend of healthy lifestyles. However, these products are often perceived as simple commodities lacking market differentiation. This study aims to analyze integrated business communication strategies implemented by egg white MSMEs to enhance consumer trust and product appeal. A qualitative descriptive approach was employed. Data were gathered through in-depth interviews with 3 egg white MSME owners and 15 regular consumers, field observations of marketing channels, and structural documentation. Data analysis followed the Miles and Huberman framework, comprising data reduction, data display, and conclusion drawing. The conceptual and empirical findings indicate that an Integrated Marketing Communication (IMC) strategy combining clear nutritional education, service excellence, operational transparency, and clean visual branding significantly shapes positive consumer perceptions. Transparent and honest communication reduces perceived risk and establishes consumer trust, while aesthetic packaging design acts as a primary stimulus driving emotional attachment and purchase intention.
Co-Authors Difa Anugrah Indah Cahyani Elsaday Sihombing Mochammad Sakti Aditya Pratama Muhammad Albi Putra Pratama Muhammad Doni Al Rafly Tanjung R. Aj Rizqia Anisa Putri Yuliana Astutik Zehroh Zehroh