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All Journal PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Jurnal Spektrum Komunikasi
Siti Syifazalia Anjariska Putri
Politeknik Negeri Lampung
Agriculture, Biological Sciences & Forestry Arts Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Digital Marketing Strategies for Generation Z: An AIDA-Based Case Study of Chatime Indonesia Siti Syifazalia Anjariska Putri; Meyla Tazqiya Rakhma
Jurnal Spektrum Komunikasi Vol 14 No 1 (2026): Jurnal Spektrum Komunikasi : March 2026 [On Progress]
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v14i1.1206

Abstract

The advancement of digital technology has significantly transformed the marketing landscape, prompting brands to develop communication strategies that are more interactive, personalized, and aligned with the characteristics of today’s consumers, particularly Generation Z. This study aims to analyze the digital marketing communication strategies employed by Chatime Indonesia in engaging Gen Z using the AIDA model (Attention, Interest, Desire, Action) as a conceptual framework. The research adopts a case study method with a descriptive qualitative approach. Data were collected through literature review and documentation of Chatime’s digital content across Instagram, TikTok, and its mobile application during the period of January to July 2025. The findings reveal that Chatime Indonesia implements an inbound marketing strategy through strong visual content, entertaining and relevant storytelling, and interactive loyalty-based application features. These strategies align with Gen Z’s preference for authentic communication, emotional resonance, and meaningful digital experiences. Each stage of the AIDA model is systematically implemented, beginning with capturing attention through visual content, generating interest via relatable narratives, creating desire through personalization and social value, and encouraging action through rewards and app engagement. The study suggests that digital communication strategies should be further developed by expanding meaningful narratives, strengthening collaborations with digital creators, and regularly evaluating audience engagement patterns.
Peningkatan Literasi Hak Cipta dan Kesiapan Monetisasi Konten Digital Siswa SMK Melalui Workshop Partisipatif: Enhancing Copyright Literacy and Readiness for Monetizing Digital Content Among Vocational School Students Through Participatory Workshops Eling Wening Pangestu; Siti Syifazalia Anjariska Putri; Teguh Budi Trisnanto; Meyla Tazqiya Rakhma; Vellyana Paraswati; Syaifuddin Muhammad Mirza
PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Vol. 11 No. 5 (2026): PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat
Publisher : Institute for Research and Community Services Universitas Muhammadiyah Palangkaraya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33084/pengabdianmu.v11i5.11633

Abstract

Digital content production in vocational schools is growing rapidly, but this has not been accompanied by an adequate understanding of copyright, the use of legal assets, and readiness for monetization. This situation has the potential to lead to copyright infringement and to hinder students' economic opportunities for creativity. This community service activity aims to improve copyright literacy, the application of legal elements in content production, and digital monetization readiness among students and teachers at SMKN 1, SMKN 7, and SMKN 4 Bandar Lampung through participatory workshops grounded in media production practices. The implementation method used a workshop approach with one-group pre-test post-test evaluation, supplemented by artifact analysis and observation of the production process to assess changes in students' knowledge and practices. The results of the activity showed a significant increase in all knowledge domains, with pre-test scores of 57.7–64.7 increasing to 89.1–94.0 and high effectiveness based on N-Gain (0.75–0.83). Analysis of the work shows that students are able to apply attribution more accurately, select legally licensed assets, compile metadata more systematically, and exercise greater caution when using third-party material. The direct benefits for partners include increased student competence in producing legally safe digital content that is better prepared for publication on digital platforms. Teachers also gain practical models for integrating into productive learning. This activity demonstrates that practice-based workshops are effective in strengthening the legal, technical, and digital economic readiness competencies of vocational students.
Co-Authors Eling Wening Pangestu Meyla Tazqiya Rakhma Syaifuddin Muhammad Mirza Teguh Budi Trisnanto Vellyana Paraswati