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All Journal Ilmu dan Budaya Jurnal Studi Komunikasi dan Media Jurnal Ilmu Komunikasi The Indonesian Journal of Communication Studies Konvergensi : Jurnal Ilmiah Ilmu Komunikasi Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Riset Komunikasi Mediakom : Jurnal Ilmu Komunikasi Jurnal Ranah Komunikasi KOMUNIKATA57 Scriptura: Jurnal Ilmiah Komunikasi Jurnal Signal International Journal of Advanced Multidisciplinary Jurnal InterAct Dewantara: Jurnal Pendidikan Sosial Humaniora Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, Dan Sosial Humaniora Government & Resilience Greenation International Journal of Law and Social Sciences Jurnal Ekonomi Dan Bisnis Jurnal ISIP: Jurnal Ilmu Sosial dan Ilmu Politik Khazanah Multidisiplin
Mulharnetti Syas, Mulharnetti
Universitas Paramadina
Religion Arts Humanities Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Manajemen Isu Publik Relasi Pemerintahan pada Program Makan Bergizi Gratis: Analisis Teori Excellence terhadap Respons Pemerintah Atas Pemberitaan Keracunan Siswa Anggita Yulinda; Ananta Wiguna Alrikip; Mulharnetti Syas
Surplus: Jurnal Ekonomi dan Bisnis Vol. 5 No. 1 (2026): Juli-Desember 2026
Publisher : Yayasan Pendidikan Tanggui Baimbaian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71456/sur.v5i1.2201

Abstract

Peningkatan atensi publik terhadap Program Makan Bergizi Gratis menjadi alasan kuat penelitian ini dilakukan, terlebih setelah muncul pemberitaan mengenai dugaan keracunan siswa di beberapa daerah. Keadaan tersebut menunjukkan bahwa program pemerintah berskala nasional tidak cukup dinilai dari efektivitas teknis distribusi makanan, tetapi juga dari tata kelola komunikasi publik yang responsif, transparan, dialogis, dan kooperatif. Penelitian ini bertujuan menganalisis manajemen isu publik relasi pemerintahan dalam merespons pemberitaan keracunan siswa pada Program Makan Bergizi Gratis dengan menggunakan Teori Excellence . Penelitian berlandasan pada lima dimensi analitis, yaitu komunikasi dua arah simetris, posisi humas dalam proses pengambilan keputusan, pemindaian lingkungan, identifikasi publik strategis, serta kemampuan pemerintah mengelola isu sebelum berkembang menjadi krisis kepercayaan publik. Pendekatan penelitian menggunakan kualitatif dengan deskriptif analisis. Data dikumpulkan melalui studi dokumentasi terhadap pemberitaan media online, rilis resmi pemerintah, dokumen kebijakan, dan pernyataan publik lembaga terkait. Analisis data dilakukan melalui kondensasi data, penyajian data, interpretasi tematik, dan penarikan kesimpulan, sedangkan keabsahan data dijaga melalui triangulasi sumber dan metode. Hasil analisis menunjukkan bahwa respons pemerintah telah memperlihatkan sejumlah unsur manajemen isu, seperti standardisasi pelaporan, sertifikasi keamanan pangan, pembentukan gugus cepat tanggap, pengetatan inspeksi, dan komitmen pembenahan. Namun, dari perspektif Excellence , respons tersebut masih perlu diperkuat agar tidak berhenti pada klarifikasi satu arah, melainkan berkembang menjadi mekanisme dialogis yang membawa suara siswa, orang tua, sekolah, tenaga kesehatan, media, dan masyarakat digital ke dalam ruang pengambilan keputusan. Kontribusi artikel ini adalah menawarkan model evaluatif publik relasi pemerintahan yang lebih etis, partisipatif, dan berorientasi pada pemulihan kepercayaan publik dalam pelaksanaan program strategis nasional.
Penerapan Digital Marketing Funnel pada Kampanye Kemanusiaan: Studi Komparasi Aktivitas Media Sosial YAUM, DT Peduli, dan BAZNAS Muhammad Farizan Saputera; Lutfi Adji Ardiansyah; Mulharnetti Syas
Dewantara : Jurnal Pendidikan Sosial Humaniora Vol. 5 No. 2 (2026): Juni: Dewantara : Jurnal Pendidikan Sosial Humaniora
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/dewantara.v5i2.7026

Abstract

The rapid advancement of digital technology has fundamentally transformed the landscape of humanitarian fundraising, requiring philanthropic institutions to adopt structured communication strategies to remain competitive in the attention economy. This study aims to analyze the application of the digital marketing funnel through Content Marketing strategies in three Islamic philanthropic institutions based in Cirebon: YAUM, DT Peduli Cirebon, and BAZNAS Kota Cirebon. Employing the Quantitative Content Analysis method, this study systematically observed and coded all social media posts published on Instagram and TikTok over a 14-day period (November 27 – December 10, 2025). A total of 145 content units were analyzed and categorized based on four funnel stages: Awareness (Education & Inspiration), Consideration (Program Information), Conversion (Fundraising), and Retention (Reports & Transparency). Intercoder reliability was established using Krippendorff's Alpha (α = 0.85). Results indicate that YAUM dominated share of voice with an average of 6.4 posts per day, applied a proactive Always-On funnel strategy, and demonstrated the most complete funnel coverage across all four stages. DT Peduli showed moderate funnel activity concentrated at the top and middle stages, while BAZNAS exhibited a reactive event-riding pattern, activating only at the bottom-of-funnel during the Sumatra/Aceh natural disaster. The absence of top-of-funnel content by BAZNAS prior to the crisis period significantly limited its potential for long-term donor Retention. This study recommends that Islamic philanthropic institutions adopt a structured content calendar, implement content localization strategies for branch-level communications, and expand to multi-platform (omnichannel) strategies to optimize donor acquisition and Retention.
Dari Metrik Volume ke Owned Media: Studi pada Dokumenter-Konseptual Digital Public Relations IKEA Indonesia dalam Perspektif Volume Trap Ridha Handayani; Andhini Winariyanti; Mulharnetti Syas
Dewantara : Jurnal Pendidikan Sosial Humaniora Vol. 5 No. 2 (2026): Juni: Dewantara : Jurnal Pendidikan Sosial Humaniora
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/dewantara.v5i2.7165

Abstract

Digital transformation has shifted public relations (PR) from a message dissemination function to a strategic practice that requires organizations to continuously listen to, understand, and respond to their publics. This article aims to examine IKEA Indonesia’s digital public relations practices through a documentary-conceptual case study to understand the risk of the volume trap, namely the tendency to treat the amount of content, exposure, impressions, search volume, or website traffic as the ultimate evidence of reputational success. The study employs Digital PR Theory and Excellence Theory, using a qualitative approach and descriptive analysis of secondary data, including the Indonesia Top Digital Public Relations Award 2026, INFOBRAND.ID publications, media coverage, and IKEA Indonesia’s Bonding Instruction campaign. The analysis applies documentary thematic coding to digital visibility, indicative public responses, digital awareness, relational storytelling, owned media traffic, and feedback loop indicators. The findings indicate an emerging shift in public attention toward owned media, as reflected in the high number of website visitors. However, the interpretation remains limited due to the lack of data on traffic sources, the composition of organic and paid traffic, visit duration, returning users, and independently verified sentiment. This article proposes the Data-Based Dialogic Digital PR Planning Heuristic Framework as an evaluative guide to distinguish visibility metrics from reputational impact in digital PR evaluation.
ANALISIS TAKTIK KOMUNIKASI ALDI’S BURGER DALAM PERSPEKTIF RONALD D. SMITH Reza Pandi Tatwa; Mulharnetti Syas
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 03 (2026): Volume 11 No. 03, September 2026 Processed
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i03.62736

Abstract

Aldi’s Burger is a culinary business owned by Aldi Taher that successfully gained public attention through a viral communication strategy without heavily relying on paid advertising. This study aims to analyze the implementation of Aldi’s Burger communication tactics from the perspective of Ronald D. Smith’s Strategic Planning for Public Relations, particularly in the selection and integration of communication tactics. The research employed a qualitative descriptive approach using a case study method. Data were collected through social media observation, digital documentation, analysis of online media coverage, and relevant literature review. The findings reveal that shared media emerged as the dominant communication tactic through humorous and repetitive commenting activities on Threads and Instagram, which successfully triggered public awareness and audience engagement. Furthermore, interpersonal communication through word-of-mouth and influencer reviews strengthened the credibility and legitimacy of the brand. This viral phenomenon later evolved into earned media in the form of extensive coverage by national online media. Meanwhile, the minimal use of paid media indicates that Aldi’s Burger relied more on organic audience participation than advertising-based promotion. This communication strategy reflects the characteristics of contemporary digital communication that emphasize audience participation as a central element in message dissemination. The study confirms that the integration of shared media, interpersonal communication, earned media, and owned media can create a low-cost yet high-impact communication strategy. These findings reinforce Ronald D. Smith’s perspective that creative communication and tactical integration are key factors in successful public relations communication. Practically, this study demonstrates that culinary MSMEs can develop brand awareness and legitimacy through creative digital communication strategies without depending heavily on paid advertising.
Co-Authors A. Saifulloh Aditya Nugroho Agus Salim Alamsyah Ananta Wiguna Alrikip Andhini Winariyanti Anggita Yulinda Asep Kurnia Saputra Daniel Deha Darwadi Darwadi Desi Lestari, Desi Gemilang, Rattu Jun Firmansyah Lutfi Adji Ardiansyah Mita Anggraeni Mohammad Yozar Putranto Muhammad Farizan Saputera Muthmainnah Muthmainnah Nuriyati Samatan Nuriyati Samatan Nuriyati Samatan Rahayu, Umi Septia Reza Pandi Tatwa Ridha Handayani Robingah Robingah Robingah Sarah Pamela Sarah Pamela Sari, Nila Kurnia Siap Bangun Negara Udi Rusadi Yahsy, Umair Shiddiq Yuri Alfrin Aladdin, Yuri Alfrin Zahra Zhafirah