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All Journal Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, Dan Sosial Humaniora
Andhini Winariyanti
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Strategi Public Relations BTS dalam Meraih Kesuksesan Global dan Relevansinya terhadap Sustainable Development Goals (SDGs) 8 Dan 9 Andhini Winariyanti
Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, dan Sosial Humaniora Vol. 4 No. 2 (2026): Mei: Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, dan Sosial Huma
Publisher : Universitas Palangka Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/atmosfer.v4i2.1721

Abstract

The remarkable global ascent of BTS, a South Korean music group operating under HYBE Corporation (formerly Big Hit Entertainment), is inseparable from a well-orchestrated and adaptive public relations (PR) framework. This study examines how HYBE's PR strategies propelled BTS to international prominence while simultaneously aligning with the Sustainable Development Goals (SDGs), specifically SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure). Adopting a qualitative methodology grounded in media content analysis, the research draws on data from international and national news coverage, official press materials, public speeches, digital platform content, and institutional documents spanning 2017 to 2024. Four strategic pillars characterize BTS's PR approach: (1) sustained authentic narrative construction centered on personal growth, social responsibility, and cultural pride; (2) strategic mobilization of the global ARMY fanbase as an active communication force; (3) integrated and innovative utilization of digital media ecosystems to amplify reach and engagement; and (4) deliberate repositioning of BTS as contributors to economic and industrial transformation through creative industries. The findings demonstrate that BTS's PR model does not merely serve commercial objectives; rather, it operates as a mechanism for advancing inclusive economic growth and fostering innovation within the global creative sector. This research contributes to the theoretical discourse on PR's evolving role at the intersection of popular culture, digital innovation, and global sustainable development.
Strategi Komunikasi Digital Merek Fashion Global dalam Membangun Brand Engagement: (Studi Komparatif Zara, H&M, dan Uniqlo di Media Sosial) Christine Marry Gabrielle; Andhini Winariyanti
Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, dan Sosial Humaniora Vol. 4 No. 3 (2026): Agustus: Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, dan Sosial
Publisher : Universitas Palangka Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/atmosfer.v4i3.1875

Abstract

Digital transformation has fundamentally changed how fashion brands communicate with consumers. This study analyzes the digital communication strategies of three global fashion brands—Zara, H&M, and Uniqlo—across Instagram, TikTok, Facebook, and YouTube. Using systematic digital observation and descriptive quantitative content analysis, the study monitored the brands’ official social media activities for 14 days, from 6 to 19 December 2025. The analysis covered platform usage frequency, content types, and public response indicators, including views, likes, comments, and shares. The results show that Instagram was the most frequently used platform, accounting for 60% of posts, followed by Facebook at 21%, TikTok at 13.9%, and YouTube at 4.7%. Although TikTok had fewer posts and a smaller follower base, it generated the highest relative level of public engagement. Product-oriented content and tips or tutorials were equally dominant at 38.8% each, while event-related and general or interactive content each represented 11.2%. Each brand also demonstrated a distinct communication orientation: Uniqlo emphasized functional and educational narratives, H&M balanced product promotion with community interaction, and Zara focused on trend-responsive visual product presentation. The findings confirm the importance of aligning platform characteristics, content typology, and brand positioning to maximize brand engagement in the digital fashion industry.
Co-Authors Christine Marry Gabrielle