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All Journal Jurnal Riset Komunikasi Penyiaran Islam
Chairiawaty
Prodi Komunikasi dan Penyiaran Islam, Fakultas Dakwah, Universitas Islam Bandung, Indonesia.
Religion Languange, Linguistic, Communication & Media

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Strategi Komunikasi Pemasaran Instagram @Donatsu.Official dalam Membangun Brand Awareness Berbasis Nilai Islam Farah Rianti Santoso; Rodliyah Khuza’i; Chairiawaty
Jurnal Riset Komunikasi Penyiaran Islam Volume 5, No. 2, Desember 2025, Jurnal Riset Komunikasi Penyiaran Islam (JRKPI)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrkpi.v5i2.8335

Abstract

Abstract. This article is entitled “Marketing Communication Strategy of Instagram @donatsu.official in Building Brand Awareness Based on Islamic Values.” This study aims to understand how Donatsu implements its marketing communication strategy through Instagram to build brand awareness grounded in Islamic values. The main focus of this research is on digital marketing communication through social media, while also observing conventional strategies as supporting elements. The purpose of this research is to analyze how Donatsu conveys Islamic marketing messages to its target audience and how Islamic values are integrated into both content and service. This study uses a descriptive qualitative method with a case study approach. Data were collected through interviews, direct observation, and documentation of Donatsu’s Instagram content and offline promotional activities. The results show that Donatsu has successfully built brand awareness through a combination of digital and conventional strategies. Islamic values such as honesty (shidq), trustworthiness (amanah), politeness, and dakwah bil hikmah are consistently applied in Instagram content and direct customer service at outlets. The application of the Marketing Mix 7P theory and the AIDA model demonstrates that Donatsu’s communication is educational, persuasive, and aligned with the character of its target market, particularly families, including mothers and children. Abstrak. Artikel ini berjudul Strategi Komunikasi Pemasaran Instagram @donatsu.official dalam Membangun Brand Awareness Berbasis Nilai Islam. Artikel  bertujuan mengetahui strategi komunikasi pemasaran Donatsu melalui Instagram dalam membangun brand awareness berlandaskan nilai Islam. Fokus penelitian terletak pada komunikasi pemasaran digital melalui media sosial dengan strategi konvensional sebagai pendukung. Artikel  menganalisis penerapan strategi komunikasi pemasaran Donatsu dalam menyampaikan pesan pemasaran Islami kepada target pasar serta integrasi nilai Islam dalam konten dan pelayanan. Metode yang digunakan adalah kualitatif deskriptif dengan pendekatan studi kasus. Teknik pengumpulan data dilakukan melalui wawancara, observasi langsung, dan dokumentasi konten Instagram serta aktivitas promosi offline Donatsu. Hasil penelitian menunjukkan Donatsu berhasil membangun brand awareness melalui kombinasi strategi digital dan konvensional. Nilai Islam seperti kejujuran, amanah, kesantunan, dan dakwah bil hikmah diterapkan konsisten dalam konten Instagram maupun pelayanan di outlet. Penerapan teori Marketing Mix 7P dan model AIDA menunjukkan komunikasi Donatsu bersifat edukatif, persuasif, serta sesuai karakter target pasar keluarga terutama anak-anak dan ibu-ibu.
Respon Viewers terhadap Konten Dakwah Hanan Attaki di TikTok Dira Cikal Rahnawati; Chairiawaty; N Sausan Muhammad Sholeh
Jurnal Riset Komunikasi Penyiaran Islam Volume 6, No. 1, Juli 2026, Jurnal Riset Komunikasi Penyiaran Islam (JRKPI)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrkpi.v6i1.9949

Abstract

Abstract. This study aims to determine viewers’ responses to Hanan Attaki’s da’wah content on TikTok. This research uses a qualitative descriptive method with Jalaluddin Rakhmat’s message theory approach, which includes message structure, message appeal, and message clarity. Data were obtained through content observation and documentation of viewers’ comments on Hanan Attaki’s da’wah content on TikTok. Data analysis was conducted by classifying viewers’ responses to da’wah messages into Islamic aspects, namely aqidah, sharia, and akhlaq. The results show that Hanan Attaki’s da’wah content is delivered systematically, attractively, and is easy to understand. Viewers’ responses are dominated by positive responses in the form of self-reflection, strengthening of faith, and encouragement to improve behavior, indicating the dominance of the akhlaq aspect. These findings indicate that TikTok can be effectively utilized as a medium for digital da’wah. Abstrak. Artikel ini bertujuan untuk mengetahui respon viewers terhadap konten dakwah Hanan Attaki di media TikTok. Artikel ini menggunakan metode deskriptif kualitatif dengan pendekatan teori pesan Jalaluddin Rakhmat yang meliputi struktur pesan, daya tarik pesan, dan kejelasan pesan. Data diperoleh melalui observasi konten dan dokumentasi komentar viewers pada konten dakwah Hanan Attaki di TikTok. Analisis data dilakukan dengan mengklasifikasikan respon viewers terhadap pesan dakwah ke dalam aspek keislaman, yaitu akidah, syariah, dan akhlak. Hasil artikel menunjukkan bahwa konten dakwah Hanan Attaki disampaikan secara sistematis, menarik, dan mudah dipahami. Respon viewers didominasi oleh tanggapan positif berupa refleksi diri, penguatan keimanan, serta dorongan untuk memperbaiki perilaku, yang menunjukkan dominasi aspek akhlak. Temuan ini menegaskan bahwa TikTok dapat dimanfaatkan secara efektif sebagai media dakwah digital.
Co-Authors Dira Cikal Rahnawati Farah Rianti Santoso N Sausan Muhammad Sholeh Rodliyah Khuza’i