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All Journal Jurnal Ilmu Komunikasi dan Sosial Politik
Tira Fitriawardhani
Ilmu Komunikasi, Fakultas Ilmu Sosial Ilmu Politik, Universitas Bhayangkara Surabaya
Environmental Science Library & Information Science

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Strategi Humas Bella House Of Beauty Dalam Meningkatkan Brand Awareness Melalui Instagram Putri Rahayu; Tira Fitriawardhani; Julyanto Ekantoro
Jurnal Ilmu Komunikasi Dan Sosial Politik Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jiksp.v3i3.4185

Abstract

In the digital era, social media has become a strategic tool for businesses to build competitive advantage and enhance brand awareness, including in the beauty industry. Instagram is widely utilized due to its large number of users and strong visual characteristics in shaping brand image. This study aims to analyze the public relations strategy of Bella House of Beauty in increasing brand awareness through Instagram. The research employs a qualitative approach, with data collected through observation, interviews, and documentation. The findings indicate that Bella House of Beauty optimizes various Instagram features, such as feeds, stories, and reels, as media for information delivery, promotion, and entertainment. In addition, collaborations with local media and influencers are implemented to expand audience reach. These strategies are considered effective in improving brand awareness, as reflected in the increase in viewer numbers and audience interactions on the Bella House of Beauty Instagram account.
Peran Influencer Tiktok @Shalmafadilla_ Dalam Promosi Program Au Pair Dan Ausbildung Puteri Anugerah Maharani; Tira Fitriawardhani; Julyanto Ekantoro
Jurnal Ilmu Komunikasi Dan Sosial Politik Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jiksp.v3i3.4217

Abstract

This study aims to analyze the role of TikTok influencer @shalmafadilla­_ in promoting Au Pair and Ausbildung programs. The research employs a descriptive qualitative approach using the AIDA theory (Attention, Interest, Desire, Action) as the analytical framework. Data were collected through observation of TikTok content published between January and November 2025, online interviews with the influncer as the main informant, and five active followers who frequently interacted with Au Pair and Ausbildung related content. Documentation, including audience comments, views, and engagement metrics, was also used to support the analysis. The findings indicate that the influencer successfully captures audience attention through visual content and personal storytelling, builds interest through clear and consistent information delivery, generates desire through emotional appeal and credibility, and encourages audience action by motivating further information seeking behaviors. This study concludes that TikTok influencers play a strategic role as persuasive communicators in promoting international education and work programs.
Co-Authors Julyanto Ekantoro Puteri Anugerah Maharani Putri Rahayu