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All Journal Sadharananikarana: Jurnal Ilmiah Komunikasi Hindu Jobmark: Journal of Branding and Marketing Communication
Ni Made Dhyana Astikarani
Institut Agama Hindu Negeri Gde Pudja Mataram
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Social Sciences Other

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Strategi Storytelling Religi dalam Podcast Keagamaan Hindu sebagai Media Komunikasi Penyebaran Dharma bagi Generasi Z I Komang Widya Purnama Yasa; Ni Made Dhyana Astikarani
Sadharananikarana: Jurnal Ilmiah Komunikasi Hindu Vol 8 No 1 (2026)
Publisher : Institut Agama Hindu Negeri Gde Pudja Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53977/sadharananikarana.v8i1.3917

Abstract

The development of digital media has transformed patterns of religious communication, with Generation Z as the dominant users of digital media tending to prefer content that is engaging, contextual, and easy to understand. However, there remains a gap in the delivery of Dharma teachings, which are often normative and lack relevance to the lives of young people. This study aims to analyze religious storytelling strategies in Hindu religious podcasts and to identify effective forms of religious communication and the role of storytelling in enhancing the understanding of religious messages for Generation Z. This study employs a qualitative approach using content analysis of purposively selected Hindu religious podcasts, supplemented by interviews with Generation Z. The findings indicate that storytelling grounded in personal experiences, using simple language, and delivered in a dialogic and contextual manner enhances listeners’ understanding, retention, and emotional engagement. Furthermore, effective religious communication for Generation Z is communication that is authentic, reflective, and relevant to the realities of their lives. These findings affirm that storytelling is a crucial strategy in the dissemination of dharma through digital media in a more adaptive and meaningful way.
Digital Marketing Communication and Consumer Perceived Value: Evidence from Mataram's Kopling Coffee Brand Ida Ayu Nyoman Sutriani; Ni Made Dhyana Astikarani
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 2 (2026): JOBMARK Vol 7 No 2 (January-June 2026)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i2.737

Abstract

The rise of mobile coffee businesses has pushed operators to rely on digital marketing communication to inform, engage, and differentiate their products, ultimately shaping how consumers perceive value. This study examines the effect of digital marketing communication on consumers' perceived value of the Kopling mobile coffee brand in Mataram City. Using a quantitative survey method, data were gathered from 98 respondents selected through purposive sampling, targeting consumers who had purchased Kopling products and encountered information about them through digital platforms. A Likert-scale questionnaire was used, and the data were analyzed with simple linear regression in SPSS. The results show that digital marketing communication has a positive and significant effect on perceived value, with a regression coefficient of 0.289 and a significance value of 0.014 (p < 0.05). However, the R-squared value of only 0.061 indicates that digital marketing communication accounts for merely 6.1% of the variance in perceived value, leaving 93.9% explained by factors outside the model. These findings are interpreted through Schultz, Tannenbaum, and Lauterborn's Integrated Marketing Communication (IMC) framework and Zeithaml's Perceived Value Theory. The study concludes that while digital marketing communication meaningfully shapes consumer perceptions of value, it cannot stand alone: product quality, taste, price, service, other forms and elements of IMC, and the overall consumption experience remain essential to creating optimal consumer value. These results suggest that mobile coffee brands should combine strong digital communication with consistent product and service quality to sustain competitiveness.
Co-Authors I Komang Widya Purnama Yasa Ida Ayu Nyoman Sutriani