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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. 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. 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.

Persepsi Jamaah Perempuan Terhadap Retorika Dakwah di Majelis Taklim Al-Mabrur Baleendah Muhammad Pora Salamatul Hidayah; Chairiawaty; Muhammad Fauzi Arif
Bandung Conference Series: Islamic Broadcast Communication 131-140
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsibc.v6i2.24311

Abstract. Da'wah rhetoric is one of the factors influencing the delivery of religious messages to congregants. The success of da'wah is determined not only by the content of the message but also by the preacher's ability to employ language, vocal delivery, gestures, and supporting media to ensure that the message is well understood and applied in daily life. This study aimed to analyze female congregants' perceptions of da'wah rhetoric during the Friday religious study sessions at Al-Mabrur Islamic Study Group (Majelis Taklim) in Baleendah through the stages of sensation, attention, and interpretation. The study employed a qualitative approach using a descriptive method. Data were collected through observation, in-depth interviews, and documentation involving female congregants who regularly attended the study sessions. The data were then analyzed through data reduction, data display, and conclusion drawing based on the perception theory. The findings indicate that the female congregants had positive perceptions of the preacher's da'wah rhetoric. Clear vocal delivery, the use of a whiteboard, varied presentation techniques, humor, and relevant topics attracted the congregants' attention and facilitated their understanding of the religious messages. At the interpretation stage, the congregants were able to understand, interpret, and apply Islamic values in their daily lives. This study concludes that well-delivered da'wah rhetoric fosters positive perceptions and supports female congregants' understanding of religious messages. Abstrak. Retorika dakwah merupakan salah satu faktor yang memengaruhi penyampaian pesan keagamaan kepada jamaah. Keberhasilan dakwah tidak hanya ditentukan oleh materi yang disampaikan, tetapi juga oleh kemampuan dai dalam mengelola bahasa, vokal, gestur, dan media pendukung sehingga pesan dapat dipahami serta diterapkan dalam kehidupan sehari-hari. Penelitian ini bertujuan untuk menganalisis persepsi jamaah perempuan terhadap retorika dakwah dalam Pengajian Jum'at di Majelis Taklim Al-Mabrur Baleendah melalui tahapan sensasi, atensi, dan interpretasi. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Data dikumpulkan melalui observasi, wawancara mendalam, dan dokumentasi terhadap jamaah perempuan yang aktif mengikuti pengajian, kemudian dianalisis melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan berdasarkan teori persepsi. Hasil penelitian menunjukkan bahwa jamaah perempuan memiliki persepsi yang positif terhadap retorika dakwah yang disampaikan dai. Kejelasan vokal, penggunaan media papan tulis, variasi penyampaian materi, humor, serta relevansi tema mampu menarik perhatian jamaah dan memudahkan pemahaman pesan dakwah. Pada tahap interpretasi, jamaah mampu memahami, memaknai, serta mengimplementasikan nilai-nilai keagamaan dalam kehidupan sehari-hari. Penelitian ini menunjukkan bahwa retorika dakwah yang baik memberikan persepsi positif serta mendukung pemahaman jamaah perempuan terhadap pesan-pesan keagamaan.

Analisis Semiotika Nilai Spiritual pada Lirik Lagu “Apa yang Tak Bisa” Karya Band Rumah Sakit (Analisis Roland Barthes) Imam Taufik; Chairiawaty; Bambang Saiful Ma'arif
Bandung Conference Series: Islamic Broadcast Communication 189-198
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsibc.v6i2.24636

Abstract. This study is motivated by a phenomenon in which university students consume the song “Apa Yang Tak Bisa” by Rumahsakit as emotional relief without connecting it to spiritual reflection. YouTube comments confirm deep resonance: one listener reported renewed gratitude after fourteen childless years of marriage; another cited the song as a reason to keep living. This indicates the song functions as psychospiritual catharsis whose theological content has not been academically examined. Using qualitative descriptive research with Roland Barthes’s semiotic approach, this study analyzes the lyrics through three levels: denotation, connotation, and myth. Results show the song builds a coherent narrative from unfulfilled effort and prayer, through emotional release, to religious surrender. At the myth level, the lyrics dismantle two urban assumptions that sincere effort yields instant results, and that letting go equals defeat replacing them with a theological frame in which every unattained outcome conceals hidden wisdom. Three Islamic spiritual values emerge: tawakal (trust in God after maximal effort), qada (acceptance of present reality), and qadar (confidence in a divinely ordained future). The findings demonstrate that independent popular music can serve as an effective medium of cultural da’wah, conveying Islamic values inclusively without explicit religious jargon. Abstrak. Penelitian ini dilatarbelakangi fenomena konsumsi lagu “Apa Yang Tak Bisa” karya Rumahsakit di kalangan mahasiswa yang menggunakannya sebagai pelarian emosional, namun jarang menautkannya dengan kesadaran spiritual. Komentar pendengar di YouTube resmi band mengonfirmasi resonansi mendalam: seorang pendengar 14 tahun tanpa anak mengaku syukurnya makin kuat, pendengar lain menyebutnya alasan bertahan hidup. Fenomena ini menunjukkan lagu berfungsi sebagai medium katarsis psikospiritual yang belum dikaji secara akademis. Penelitian menggunakan metode kualitatif deskriptif dengan pendekatan semiotika Roland Barthes, membedah lirik melalui tiga tataran: denotasi, konotasi, dan mitos. Hasil menunjukkan lagu membangun narasi runtut dari ikhtiar yang belum berbuah, pelepasan emosi, hingga penyerahan diri religius. Pada tataran mitos, lagu membongkar dua mitos urban bahwa usaha keras pasti berbuah instan dan melepaskan berarti kalah dan menggantinya dengan bingkai teologis bahwa setiap ketetapan yang tidak tercapai menyimpan hikmah. Tiga nilai spiritual Islam teridentifikasi: tawakal (berserah setelah ikhtiar maksimal), qada (penerimaan realitas), dan qadar (keyakinan pada skenario masa depan yang baik). Temuan membuktikan musik indie dapat menjadi medium dakwah kultural efektif yang menyampaikan nilai Islam secara inklusif tanpa jargon keagamaan.

Persepsi Jamaah Masjid Al-Lathiif tentang Pengalaman Pelaksanaan Program Kajian Siniar Afterwork Naufal Hafizh Basuki; Chairiawaty; Ida Afidah
Bandung Conference Series: Islamic Broadcast Communication 257-266
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsibc.v6i2.25160

Abstract. This study identifies and describes how the congregation (jamaah) of Al-Lathiif Mosque, Bandung, perceives the implementation of the Kajian Siniar Afterwork, a da'wah program held every Monday evening for young people and urban workers. The problem is focused on how sensation, attention, and interpretation are formed among the congregation during their participation. A qualitative approach with a descriptive-evaluative method was used. Data were collected through observation, interviews with six informants, and documentation, then analyzed with the Miles and Huberman interactive model through data reduction, data display, and conclusion drawing, guided by Deddy Mulyana's perception theory. The results show that the congregation's sensation was formed through sensory stimuli in the form of sound, venue conditions, and physical comfort that were generally received positively, despite occasional audio disturbances. Attention was shaped by the suitability of facilities, delivery technique, material content, presenter style, and committee management with the congregation's needs, in line with the da'wah bil hikmah and mau'izah hasanah principles. Interpretation was positive and personal, viewing the program as a form of da'wah service that brings Islamic values closer to everyday urban life, although technical improvement is still needed. Abstrak. Penelitian ini bertujuan mengidentifikasi dan mendeskripsikan persepsi jamaah Masjid Al-Lathiif Kota Bandung terhadap pelaksanaan program kajian siniar Afterwork, sebuah program dakwah yang diadakan setiap Senin malam bagi kalangan muda dan pekerja perkotaan. Masalah penelitian difokuskan pada pembentukan sensasi, atensi, dan interpretasi jamaah selama mengikuti program tersebut. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif-evaluatif. Data diperoleh melalui observasi, wawancara terhadap enam informan, dan dokumentasi, kemudian dianalisis dengan model interaktif Miles dan Huberman melalui reduksi data, penyajian data, dan penarikan kesimpulan, dengan mengacu pada teori persepsi Deddy Mulyana. Hasil penelitian menunjukkan sensasi jamaah terbentuk melalui rangsangan indrawi berupa suara, kondisi tempat, dan kenyamanan fisik yang diterima positif meski disertai gangguan teknis pada sistem audio. Atensi jamaah terbentuk dari kesesuaian fasilitas, teknis penyampaian, isi materi, gaya pemateri, dan pengelolaan kepanitiaan dengan kebutuhan jamaah, sejalan dengan prinsip dakwah bil hikmah dan mau'izah hasanah. Interpretasi jamaah bersifat positif dan personal, memaknai program sebagai pelayanan dakwah yang mendekatkan nilai keislaman dengan kehidupan sehari-hari, meski perbaikan teknis masih diperlukan.

Etika Komunikasi Islam Remaja Pemain Free Fire di Kampung Pasir Gabug Miftahul Khobar; Chairiawaty; Muhammad Fadhli Muttaqien
Bandung Conference Series: Islamic Broadcast Communication 293-302
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsibc.v6i2.25448

Abstract. This study analyzes the application of Islamic communication ethics, encompassing the six principles of Al-Qawl, and identifies the supporting and inhibiting factors among adolescent Free Fire players in Kampung Pasir Gabug, Bogor Regency. A qualitative descriptive approach was used, with data collected through in-depth interviews with four adolescent players, six parents, and four community/religious figures, complemented by participatory observation and documentation, then analyzed using the Miles and Huberman interactive model. The results show that the application of Islamic communication ethics among adolescents while gaming is very low and deviates significantly from the six Al-Qawl principles. The voice chat feature triggers a strong online disinhibition effect, causing adolescents to spontaneously utter profanity and toxic language. Although the adolescents possess normative religious moral understanding, this awareness is frequently overridden by the instantaneous, competitive nature of the medium and permissive peer-group feedback. The dominant inhibiting factors are uncontrolled playing duration, imitation of content creators, peer-group permissiveness, and limited parental digital literacy, while the supporting factors are local religious social-control instruments such as the call to prayer and the presence of community figures, which effectively curb verbal abuse, albeit only temporarily. Abstrak. Penelitian ini menganalisis penerapan etika komunikasi Islam yang mencakup enam prinsip Al-Qawl, serta mengidentifikasi faktor pendukung dan penghambatnya pada remaja pemain game Free Fire di Kampung Pasir Gabug, Kabupaten Bogor. Penelitian menggunakan pendekatan deskriptif kualitatif, dengan data yang dikumpulkan melalui wawancara mendalam terhadap empat remaja pemain, enam orang tua, dan empat tokoh masyarakat/agama, dilengkapi observasi partisipatif dan dokumentasi, kemudian dianalisis menggunakan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa penerapan etika komunikasi Islam remaja saat bermain game tergolong sangat rendah dan mengalami deviasi berat dari keenam prinsip Al-Qawl. Penggunaan fitur voice chat memicu efek disinhibisi daring yang kuat, membuat remaja secara spontan melontarkan umpatan dan perilaku toxic. Meskipun memiliki pemahaman moral keagamaan normatif, kesadaran tersebut kerap terkalahkan oleh karakteristik media yang instan, kompetitif, serta umpan balik kelompok sebaya yang permisif. Faktor penghambat dominan berupa durasi bermain yang tidak terkontrol, peniruan konten kreator, sikap permisif kelompok sebaya, dan rendahnya literasi digital orang tua, sedangkan faktor pendukungnya berupa instrumen kontrol sosial keagamaan lokal seperti suara azan dan kehadiran tokoh masyarakat yang efektif meredam umpatan verbal meski hanya bersifat sementara.

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