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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar JURNAL VISIONIDA Jurnal Pendidikan dan Pembelajaran Indonesia (JPPI) ALACRITY : Journal Of Education Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Jurnal Hukum Indonesia Innovative: Journal Of Social Science Research Cendikia Pendidikan Jurnal Bahasa Daerah Indonesia JER Jurnal Dharma Indonesia
Rahmawati, Alfi
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Strategi Public Relations dalam Kampanye #BatasiGGL Terhadap Brand Reputation PT Nutrifood Sya’rani, Muhamad; Rahmawati, Alfi; Camila, Tasya
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 5 No. 3 (2025): EduTIK : Juni 2025
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/edutik.v5i3.11771

Abstract

ABSTRAK Fenomena prevalensi penyakit tidak menular di Indonesia masih menjadi kekhawatiran dalam isu kesehatan. Sebagai perusahaan makanan dan minuman yang berfokus pada kesehatan, Nutrifood memiliki misi untuk menginspirasi masyarakat agar hidup lebih sehat, salah satu inisiasinya adalah kampanye #BatasiGGL atau pembatasan gula, garam, dan lemak. Kampanye ini menjadi fokus dalam penelitian ini. Strategi yang telah dijalankan selama lebih dari satu dekade turut berkontribusi dalam membentuk citra publik Nutrifood. Penelitian ini menggunakan pendekatan kualitatif, dan analisis strategi public relations Nutrifood dilakukan dengan menggunakan teori P.E.N.C.I.L.S yang dikemukakan oleh Kriyantono, dengan indikator publications, event, news, community involvement, identity/image, dan social responsibility. Hasil dari penelitian ini menunjukkan bahwa strategi public relations yang diterapkan oleh Nutrifood sejalan dengan teori P.E.N.C.I.L.S. Selama lebih dari satu dekade, strategi tersebut berpotensi meningkatkan kesadaran konsumen dan jurnalis, serta memberikan kontribusi positif terhadap pembentukan citra dan reputasi Nutrifood. ABSTRACT  The prevalence of non-communicable diseases in Indonesia remains a significant concern in public health. As a health-oriented food and beverage company, Nutrifood has a mission to inspire people to live healthier lives, one of which is through the #BatasiGGL campaign, promoting the reduction of sugar, salt, and fat consumption. This campaign is the main focus of this study. The strategies implemented over more than a decade have contributed to shaping Nutrifood’s public image. This research adopts a qualitative approach, and the analysis of Nutrifood’s public relations strategy is based on the P.E.N.C.I.L.S theory by Kriyantono, which includes indicators such as publications, events, news, community involvement, identity/image, and social responsibility. The findings of this study indicate that Nutrifood’s public relations strategy aligns with the P.E.N.C.I.L.S framework. Over more than a decade, this strategy has shown potential in raising awareness among consumers and journalists, while contributing positively to the development of Nutrifood’s brand image and reputation.
Pengaruh User Generated Content (UGC) terhadap Tingkat Kepercayaan Konsumen Pinkflash Khayani, Ardha Lintang; Adhi, Andriyono Kilat; Rahmawati, Alfi
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 5 No. 3 (2025): EduTIK : Juni 2025
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/edutik.v5i3.11822

Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis bagaimana user generated content (UGC) berperan dan berhubungan dalam meningkatkan kepercayaan konsumen terhadap brand pinkflash. Penelitian dilakukan karena banyaknya penyebaran konten buatan pengguna (user generated content) yang melibatkan produk pinkflash melalui Instagram. Tren ini dimanfaatkan oleh brand pinkflash dengan mengadakan tantangan ‘Pinkiedolls of the month’ dan disebarluaskan melalui akun Instagram @pinkflash.community. Metode penelitian menggunakan pendekatan kuantitatif dengan pendekatan asosiatif berdasarkan teori user generated content dan teori consumer-based trust. Melalui survey kuesioner dengan sample 100 responden wanita berusia 17-30 tahun, konsumen dari produk kecantikan pinkflash dan mengikuti akun instagram @pinkflash.community. Hasil penelitian menunjukan bahwa terdapat pengaruh yang positif dan signifikan antara user generated content (UGC) terhadap tingkat kepercayaan konsumen dengan faktor tertinggi pada tingkat kemampuan konten untuk membangun emosi positif konsumen terhadap produk pinkflash yang ditampilkan pada konten. Temuan ini menunjukan bahwa user generated content (UGC) dapat dijadikan bahan promosi pinkflash melalui Instagram untuk meningkatkan mutu dan pelayanan. ABSTRACT  This research aims to analyze how user-generated content (UGC) takes part and is involved in improving consumer trust toward the pinkflash brand. This research was conducted due to the large distribution of user-generated content on Instagram which includes pinkflash’s products. This trend utilized by the pinkflash brand by holding a challenge ‘pinkiedolls of the month’ and distributed through @pinkflash.community Instagram account. This research used quantitative methods with associative approach based on user-generated content and consumer-based trust theory. Through a questionnaire survey, with a sample of 100 female respondents age 17-30 years old, consumers of pinkflash beauty product and following the Instagram account of @pinkflash.community. The result shows a positive and significant influence of user-generated content to the customer’s level of trust with the highest factor of content valance to build consumer positive emotion towards the pinkflash’s brand product inside the content. This finding shows that user-generated content can be used as pinkflash’s promotional materials through Instagram for improve quality and service.
Analisis Strategi Social Media Marketing @smilingbogorcity terhadap Peningkatan Brand Awareness Café di Kota Bogor Setyarini, Aulia Dwi; Adhi, Andriyono Kilat; Rahmawati, Alfi
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 5 No. 3 (2025): EduTIK : Juni 2025
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/edutik.v5i3.11832

Abstract

ABSTRAK  Perkembangan teknologi digital mengubah cara promosi dan komunikasi pemasaran, khususnya melalui media sosial. Strategi social media marketing Dinas Pariwisata dan Kebudayaan Kota Bogor lewat konten Mimin Jalan-Jalan di Instagram @smilingbogorcity dianalisis untuk mengukur efektivitasnya dalam meningkatkan brand awareness usaha café lokal dan mengetahui persepsi pemilik usaha terhadap dampaknya. Metode observasi dan wawancara mendalam digunakan dengan analisis berdasarkan teori The 7C Framework. Hasil menunjukkan konten ini berhasil menerapkan elemen desain visual menarik, narasi informatif, dan komunikasi dua arah responsif, sehingga berdampak positif pada pengenalan dan ingatan merek café lokal. Persepsi pelaku usaha sangat positif, dengan peningkatan followers, interaksi media sosial, dan kunjungan pelanggan. Penelitian ini menyimpulkan bahwa strategi social media marketing ini efektif sebagai media promosi digital untuk mendukung pertumbuhan usaha café di Kota Bogor.  ABSTRACT  The advancement of digital technology has transformed marketing promotion and communication, especially through social media. The social media marketing strategy of the Tourism and Culture Office of Bogor City, implemented through the "Mimin Jalan-Jalan" content on Instagram @smilingbogorcity, was analyzed to measure its effectiveness in increasing brand awareness of local cafés and to understand café owners’ perceptions of its impact. Observation and in-depth interviews were conducted, with analysis based on the 7C Framework theory. The results show that the content successfully applied elements of appealing visual design, informative narration, and responsive two-way communication, positively affecting the recognition and recall of local café brands. Business owners’ perceptions were highly positive, with increases in followers, social media interactions, and customer visits. This study concludes that the social media marketing strategy is effective as a digital promotional tool supporting the growth of cafés in Bogor City.
Pengaruh Kampanye Iklan Tokopedia #KasihTenang Belanjamu terhadap Persepsi Konsumen Kinanti, Shakila Putria; Adhi, Andriyono Kilat; Rahmawati, Alfi
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 5 No. 3 (2025): EduTIK : Juni 2025
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/edutik.v5i3.11844

Abstract

ABSTRAK  Persaingan industri  yang semakin dinamis mendorong Tokopedia untuk mengoptimalkan strategi pemasaran digital melalui kampanye iklan #KasihTenang Belanjamu guna membangun persepsi positif konsumen terhadap keamanan dan kenyamanan berbelanja online. Penelitian ini bertujuan menganalisis pengaruh kampanye iklan tersebut terhadap persepsi konsumen dengan menggunakan pendekatan kuantitatif melalui survei online kepada 100 responden yang merupakan pengguna aktif dan subscriber YouTube Tokopedia yang telah terpapar kampanye. Instrumen penelitian diuji validitas dan reliabilitasnya, serta dilakukan uji asumsi klasik seperti normalitas, linieritas, dan heteroskedastisitas untuk memastikan kelayakan model regresi linier sederhana yang digunakan. Hasil analisis menunjukkan adanya hubungan yang kuat dan signifikan antara kampanye iklan dengan persepsi konsumen, di mana sebagian besar variasi persepsi konsumen dapat dijelaskan oleh efektivitas kampanye yang dijalankan. Temuan ini menegaskan bahwa elemen pesan, media, kreativitas, dan daya tarik kampanye berperan penting dalam membangun citra dan kepercayaan konsumen. Kampanye iklan digital yang dirancang secara strategis dan didukung oleh media sosial mampu memberikan kontribusi positif terhadap persepsi konsumen serta memperkuat posisi Tokopedia di pasar  Indonesia. ABSTRACT  The increasingly dynamic competition in the  industry has encouraged Tokopedia to optimize its digital marketing strategy through the #KasihTenang Belanjamu advertising campaign, aiming to build positive consumer perceptions regarding the safety and comfort of online shopping. This study aims to analyze the influence of the campaign on consumer perception using a quantitative approach through an online survey of 100 respondents who are active users and YouTube subscribers of Tokopedia who have been exposed to the campaign. The research instruments were tested for validity and reliability, and classical assumption tests such as normality, linearity, and heteroscedasticity were conducted to ensure the feasibility of the simple linear regression model used. The analysis results indicate a strong and significant relationship between the advertising campaign and consumer perception, with most of the variation in consumer perception explained by the effectiveness of the campaign. These findings highlight that elements such as message, media, creativity, and campaign appeal play a crucial role in building brand image and consumer trust. In conclusion, a strategically designed digital advertising campaign supported by social media can positively contribute to consumer perception and strengthen Tokopedia’s position in the Indonesian market.
Pengaruh Komunikasi Pemasaran Terpadu terhadap Brand Awareness Lembaga Pelatihan Bisa AI Academy di Era Digital Fitri, Anisa Nurul; Rahmawati, Alfi; Hamdani, Tasya Camila
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 5 No. 3 (2025): EduTIK : Juni 2025
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/edutik.v5i3.11846

Abstract

ABSTRAK  Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi pemasaran terpadu (Integrated Marketing Communication) terhadap brand awareness pada lembaga pelatihan BISA AI Academy di era digital. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling, di mana data dikumpulkan melalui penyebaran kuesioner online menggunakan Google Form. Responden dalam penelitian ini adalah peserta yang telah mengikuti pelatihan atau program di BISA AI Academy serta mengikuti media sosial resmi lembaga tersebut. Analisis data dilakukan dengan menggunakan teori komunikasi pemasaran terpadu dari Belch & Belch serta teori brand awareness dari Keller. Hasil penelitian menunjukkan bahwa komunikasi pemasaran terpadu berpengaruh signifikan terhadap peningkatan brand awareness BISA AI Academy. Temuan ini menegaskan pentingnya penerapan strategi komunikasi pemasaran terpadu yang efektif melalui berbagai saluran digital untuk memperkuat posisi dan daya saing lembaga pelatihan berbasis teknologi di tengah persaingan industri yang semakin kompetitif. Penelitian ini juga memberikan kontribusi praktis bagi BISA AI Academy dalam mengidentifikasi dimensi komunikasi pemasaran yang paling berpengaruh, serta memberikan kontribusi teoretis dalam pengembangan literatur mengenai IMC dan brand awareness pada sektor pendidikan nonformal di era digital. ABSTRACT  This study aims to analyze the influence of Integrated Marketing Communication (IMC) on brand awareness at the BISA AI Academy training institution in the digital era. The research employs a quantitative approach with purposive sampling technique, where data were collected through online questionnaires distributed via Google Forms. The respondents in this study were participants who had attended training programs at BISA AI Academy and followed the institution's official social media accounts. Data analysis was conducted using the Integrated Marketing Communication theory by Belch & Belch and Keller’s brand awareness theory. The results indicate that Integrated Marketing Communication has a significant effect on enhancing brand awareness of BISA AI Academy. These findings emphasize the importance of implementing effective IMC strategies through various digital channels to strengthen the position and competitiveness of technology-based training institutions amid an increasingly competitive industry. This study also provides practical contributions for BISA AI Academy in identifying the most influential dimensions of marketing communication, as well as theoretical contributions to the development of literature on IMC and brand awareness in the non-formal education sector in the digital era.
PENGARUH FAKTOR TEKNOLOGI, ORGANISASI, DAN LINGKUNGAN (TOE) TERHADAP ADOPSI E- COMMERCE DAN KINERJA BISNIS Rahmawati, Alfi; Machmuddin, Nurlela
Jurnal Visionida Vol. 11 No. 2 (2025): Desember
Publisher : Fakultas Ekonomi Universitas Djuanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30997/jvs.v11i2.22685

Abstract

Digital transformation has become a critical driver of competitiveness among Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Previous studies have confirmed the role of the Technology, Organization, Environment (TOE) framework in explaining technology adoption behavior. However, limited empirical research has explored how TOE factors simultaneously influence e-commerce adoption and how this adoption impacts MSME performance in Indonesia, particularly in regional cities such as Bogor. This study aims to examine the influence of technological, organizational, and environmental factors on e-commerce adoption and to analyze the role of e-commerce adoption in improving MSME performance in Bogor City. A quantitative approach was employed using a survey method. Data were collected from 211 MSME respondents in Bogor City who have utilized or are in the process of adopting e-commerce platforms. The research model was based on the TOE framework, and data analysis was conducted using Pearson correlation and path analysis with SPSS 25. The findings reveal that all three TOE factors significantly and positively influence e-commerce adoption. Among them, the environmental factor shows the strongest correlation (r = 0.689), followed by organizational (r = 0.639) and technological (r = 0.579) factors. Furthermore, e-commerce adoption has a significant positive correlation with MSME performance (r = 0.656). These results suggest that MSME organization, environmental support and technological capability are essential for enhancing e- commerce adoption and improving MSME performance.
Implementasi Model Pembelajaran Deep Learning pada Pelajaran Pendidikan Agama Islam Kelas XI Perhotelan B di SMK Negeri 1 Bawen Rahmawati, Alfi; Priarni, Rina; Adibah, Ida Zahara
Jurnal Pendidikan dan Pembelajaran Indonesia (JPPI) Vol. 6 No. 1 (2026): Jurnal Pendidikan dan Pembelajaran Indonesia (JPPI), 2026 (1)
Publisher : Yayasan Pendidikan Bima Berilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53299/jppi.v6i1.3539

Abstract

Penelitian ini bertujuan untuk mengeksplorasi dan menganalisis implementasi model pembelajaran Deep Learning pada mata pelajaran Pendidikan Agama Islam (PAI) di kelas XI Perhotelan B SMK Negeri 1 Bawen. Fokus penelitian diarahkan pada efektivitas pendekatan tersebut dalam memperkuat pemahaman konseptual siswa sekaligus mengaktualisasikan nilai-nilai ajaran Islam dalam kehidupan sehari-hari. Metode penelitian yang digunakan adalah kualitatif dengan desain deskriptif. Instrumen penelitian berupa pedoman wawancara, lembar observasi, dan dokumentasi sekolah. Teknik pengumpulan data dilakukan melalui wawancara mendalam dengan guru PAI dan siswa, observasi langsung terhadap aktivitas pembelajaran di kelas, serta penelaahan dokumen berupa RPP, catatan guru, dan agenda sekolah. Analisis data dilakukan secara interaktif melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan dengan pendekatan induktif dan komparatif. Hasil penelitian menunjukkan bahwa penerapan model Deep Learning mampu meningkatkan keterlibatan siswa, memperkuat kemampuan berpikir kritis, problem solving, serta menumbuhkan sikap profesional sesuai dengan nilai-nilai Islam. Temuan observasi memperlihatkan suasana kelas yang lebih hidup, menyenangkan, dan kolaboratif, sementara wawancara dan dokumen mendukung bahwa pembelajaran menjadi lebih relevan dengan dunia kerja perhotelan. Simpulan penelitian menegaskan bahwa model Deep Learning layak diterapkan dalam pembelajaran PAI di SMK karena tidak hanya meningkatkan kualitas proses belajar, tetapi juga memperkuat karakter religius dan kompetensi abad ke-21 peserta didik.
PENERAPAN TEKNIK MONTAGE EDITING DALAM PEMBUATAN VIDEO COMPANY PROFILE SEKRETARIAT DAERAH KOTA BOGOR Nuranijiwa, Nadila; Rahmawati, Alfi; Kuntoro, Diadji
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 Nomor 02, Juni 2026 Public
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.48217

Abstract

This study is motivated by the suboptimal delivery of institutional information by the Regional Secretariat of Bogor City, particularly in utilizing engaging and communicative audiovisual media in the digital era. This study aims to analyze the editing process of a company profile video, examine the application of montage editing techniques based on Eisenstein’s theory, and evaluate its effectiveness through Instagram Reels. The study employs a practice-based approach with a project-based method, carried out collaboratively by a production team through systematic stages with continuous evaluation. The results show that montage editing is able to create a dynamic visual flow, clarify narrative structure, and enhance information delivery through integrated visual and audio elements. Furthermore, distribution via Instagram Reels increases audience reach and user engagement. In conclusion, montage editing proves effective in delivering concise, engaging, and easily understood institutional information while strengthening the organization’s image in digital media.
PROSES PERANCANGAN LOGO HUT KE-43 KOPINDOSAT SEBAGAI MEDIA KOMUNIKASI VISUAL BRANDING PERUSAHAAN Daffa, Muhammad Naufal; Rahmawati, Alfi
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 Nomor 02, Juni 2026 Published
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.53267

Abstract

This study examines the design process of the 43rd Anniversary logo of Kopindosat as a visual communication medium. The study was motivated by the need for a visual identity capable of representing the company's values, journey, and aspirations through an effective and meaningful design. The objective of this study was to describe the stages of the logo design process and analyze the visual meanings embedded in its design elements. The research employed a qualitative descriptive approach using observation, active participation, interviews, literature study, and data triangulation. Data were collected during an internship program at the Corporate Communication Division of Kopindosat. The findings indicate that the logo design process was conducted systematically through brainstorming, concept development, visual exploration, digitalization, evaluation, revision, and finalization stages. The visual analysis revealed that the number “43” was developed using symbolic forms representing direction, growth, adaptability, continuity, and openness. The gradient color combination of blue, light blue, yellow, and orange conveys professionalism, innovation, optimism, and sustainability. Meanwhile, the use of a bold sans-serif typeface strengthens the modern, professional, and readable character of the logo. Overall, the logo design demonstrates the application of visual communication principles through the integration of form, color, and typography to create a meaningful and communicative visual identity.
POLA KOMUNIKASI HIERARKIS MILITER DALAM PRODUKSI BERITA DIGITAL DI KEMENTERIAN PERTAHANAN REPUBLIK INDONESIA Ananda Rizki; Rahmawati, Alfi
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Release
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.54289

Abstract

This study aimed to analyze the hierarchical communication patterns in the digital news production process at the Ministry of Defense of the Republic of Indonesia and their implications for the effectiveness, speed, and accuracy of news production. The study employed a qualitative approach with a case study method. Data were collected through interviews, observations, and documentation, and were analyzed using the Miles and Huberman interactive model. The results showed that vertical communication was the dominant communication pattern, operating through a chain of command between leaders and subordinates. Horizontal communication was also found in technical coordination among team members. Hierarchical communication supported work effectiveness through clear task distribution and improved information accuracy through a multi-level verification process. Although it had the potential to slow down news publication, the use of digital communication media helped accelerate coordination in urgent situations.
Co-Authors Abdul Jabbar Adam Muhammad, Adam Adinda, Aya Dea Afakhrul Masub Bakhtiar Agung Wibowo Akbar, Raihan Aulia Ananda Rizki Andriyono Kilat Adhi Anggraeni, Natalia Desy Arelia Putri, Tieska Badrut Tamam Camila, Tasya Daffa, Muhammad Naufal Devi, Ida Ayu Made Mega Salma Fauziah, Safira Fitaningrum, Yuniar Nur Fitri, Anisa Nurul Hamdani, Tasya Camila Ida Zahara Adibah, Ida Zahara Iqnatia Alfiansyah Khayani, Ardha Lintang Kinanti, Shakila Putria Kuntoro, Diadji Kusmawati, Deasy Fitria Lukman Hakim machmuddin, nurlela Mariolah, Mareta Salsa Mulyawaty, Siska Nasma, Arwaa Kamiliya Nuranijiwa, Nadila Qolby, Cut Rafa Auliya Rina Priarni Rizki Safira, Najwa Sabela, Noverta Yustisia Setyarini, Aulia Dwi Sya’rani, Muhamad Tasya Camila Hamdani TITIN SUNARYATI Wulan Sari, Nawang Z, Alya Aulya Zakyyatuz