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All Journal JISPO (Jurnal Ilmu Sosial dan Ilmu Politik) Pena Justisia: Media Komunikasi dan Kajian Hukum Jurnal Papatung : Jurnal Ilmu Administrasi Publik, Pemerintahan dan Politik Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Scientia Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Komitmen : Jurnal Ilmiah Manajemen Humantech : Jurnal Ilmiah Multidisiplin Indonesia Jurnal Warta Desa (JWD) International Journal of Science and Society (IJSOC) Jurnal Multidisiplin Sahombu Jurnal Ilmiah Multidisiplin Indonesia Influence: International Journal of Science Review Branding: Jurnal Manajemen & Bisnis
Saefudin, Iing
Universitas Pasundan
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Physics Public Health Social Sciences Other

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TOURISM MARKETING COMMUNICATION STRATEGY FOR TOURIST VILLAGES IN SUBANG REGENCY Iing Saefudin
PAPATUNG: Jurnal Ilmu Administrasi Publik, Pemerintahan dan Politik Vol 8 No 3 (2025): PAPATUNG Volume 8 Nomor 3 Tahun 2025
Publisher : GoAcademica Research dan Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/japp.v8i3.1742

Abstract

This study aims to analyze the tourism marketing communication strategies implemented by tourism village managers in Subang Regency to increase tourist visits. With the rapid development of rural-based tourism, this study focuses on the effectiveness of communication channels, the promotional mix, and local community participation. This study used a qualitative descriptive approach. The results indicate that the current marketing communication strategy has only entered the initial digital transition phase through the use of Instagram and TikTok, but has not yet implemented the principles of Integrated Marketing Communication. Digital promotional activities remain sporadic without a content calendar, and neglect the functions of public relations and direct marketing, resulting in managers relying heavily on word-of-mouth. Marketing effectiveness is hampered by structural factors (blank spots and damaged road access) and cultural factors (low digital literacy among local managers). Furthermore, the dynamics of multi-stakeholder synergy (pentahelix) have not been harmonious due to sectoral egos between the government, academia, the private sector, and the media. This study reconstructs the need for the establishment of a regular communication coordination forum and a networking model to align the vision for sustainable regional tourism promotion.
THE GREENWASHING PHENOMENON IN MARKETING COMMUNICATIONS AND ITS IMPACT ON CONSUMER CYNICISM Iing Saefudin
KOMITMEN: Jurnal Ilmiah Manajemen Vol. 6 No. 2 (2025): KOMITMEN: Jurnal Ilmiah Manajemen
Publisher : FEBI UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jim.v6i2.56518

Abstract

Rising environmental awareness has fueled a surge in green marketing campaigns. Unfortunately, corporations often exploit this opportunity to engage in greenwashing, a misleading marketing communication practice involving sustainability claims. This study aims to examine the phenomenon of greenwashing in depth and analyze its impact on consumer cynicism. Using qualitative methods with a literature review approach, this study collected and analyzed various academic sources, journals, and related documents. The results show that greenwashing tactics manifested through vague claims, the exploitation of visual elements, and the concealment of ecological facts constitute a failure of communication ethics that triggers severe cognitive dissonance in consumers. The accumulation of this sense of betrayal crystallizes into chronic consumer cynicism, a form of deep distrust of the social motives of all corporations. The destructive impact of this cynicism creates a domino effect that undermines the entire green market ecosystem, as consumers tend to generalize and reject honest claims from truly sustainable companies. These findings underscore the importance of implementing radical transparency by corporations and the urgency of strict legal regulatory intervention by governments to break the chain of market distrust.
THE SHIFT FROM CONVENTIONAL MARKETING COMMUNICATIONS TO NEW MEDIA IN THE DIGITAL ERA Iing Saefudin
Branding: Jurnal Manajemen dan Bisnis Vol 4 No 2 (2025): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v4i2.56516

Abstract

Changing consumer behavior, which is increasingly digital-centric, is forcing businesses to revamp their communication strategies to remain relevant and competitive. This study aims to analyze the shift in marketing communications from conventional to new media and identify the driving factors and their impact on the effectiveness of message delivery to consumers. The research employed a descriptive qualitative method through literature review and document analysis related to digital marketing trends. Secondary data collection was obtained from scientific journals, books, and the latest digital marketing industry reports. The results indicate that the transition to new media is driven by the advantages of interactivity, cost efficiency, the ability to precisely target audiences (hyper-targeting), and the accountability of real-time data measurement metrics. This strategic shift has implications for changing consumer behavior, leading to more independent, critical, and empowered consumers who base their trust on peer-to-peer reviews. However, marketers also face the challenges of information overload and the risk of an instant reputation crisis, which necessitate the implementation of a cross-channel (omnichannel) media convergence strategy. The shift to new media is not simply a replacement for physical media, but rather an essential transformation in modern business communications that demands the integration of sophisticated digital technology and authentic, transparent human relationships with consumers.
Hyper-Local Marketing Strategy in Communicating the Benefits of Local Community Products Iing Saefudin
INFLUENCE: INTERNATIONAL JOURNAL OF SCIENCE REVIEW Vol. 7 No. 3 (2025): INFLUENCE: International Journal of Science Review
Publisher : Global Writing Academica Researching and Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/influencejournal.v7i3.326

Abstract

This research aims to analyze the implementation of hyper-local marketing strategies carried out by local communities in communicating the advantages and added value of their products. In the midst of increasingly massive market competition, marketing approaches based on specific geographic areas are considered capable of building emotional closeness with local consumers. Using qualitative descriptive methods, data collection was carried out through observation, in-depth interviews with community administrators, and analysis of the use of location-based digital platforms. The research results show that optimizing hyper-local marketing does not depend on financial capital or complicated technological algorithms, but rather relies on the synergy of three main pillars which include spatial digital accessibility, narrative authenticity of local wisdom through storytelling techniques, and strengthening communal social ties through instant messaging applications for residents and local events. Limiting the target market to a micro geographic radius has proven effective in triggering an exponential word-of-mouth marketing effect and building regional economic resilience from the grassroots level. This research concludes that strengthening social capital-based connections between local communities and the surrounding community is the key to the success of the micro-scale marketing model.
Co-Authors Amin Amin Amirudin, Aam Amron Maroghi Ash Anisa Rusanti Asri F, Charisma Elfarras Az Zahra Firmansyah Fitranandan, Charisma Asri Iqbal, Mochamad Mochamad Iqbal Risma A. Nabilah Teuku Yuliansyah