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All Journal Dewantara: Jurnal Pendidikan Sosial Humaniora
Andhini Winariyanti
Universitas Paramadina
Arts Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Karakteristik Konten TikTok Merek Lokal untuk Generasi Z di Indonesia: Analisis Isi Kualitatif Andhini Winariyanti; Ridha Handayani; Juni Alfiah Chusjairi
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.v5i2.6898

Abstract

This study examines TikTok content as a platform-native communication artifact shaped by brand strategy, platform logic, and Generation Z preferences. It adapts Munsch’s (2021) audience-perception model by shifting the analytical focus from audience responses to observable brand-generated content construction. Using qualitative content analysis supported by descriptive statistics, this study analyzes 69 TikTok posts, consisting of 64 videos and 5 photo/carousel posts from three Indonesian local brands, namely Somethinc, Scarlett Whitening, and Erigo, published from 1 to 15 May 2026. Seven communication elements were coded by two independent coders: compact format, viral music, humor, figure/creator/KOL presence, authenticity, informative message, and call-to-action. Intercoder reliability was strong across the six variable elements, with average Cohen’s Kappa and Krippendorff’s Alpha scores of 0.95. The analysis identifies three dominant content configurations: science-led educational content, figur/KOL-mediated community intimacy, and figur/KOL-led trend conversion. Humor emerges as the most strategic differentiator, supported by visual evidence from selected screenshots. The findings suggest that, within the observed corpus, the three brands do not rely on a single viral content formula. Instead, Indonesian local brands navigate algorithmic visibility through category-specific content construction.  
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.
Beyond Marketing Communication: Sintesis Konseptual melalui Integrative Literature Review menuju Marketing Communication Reflection Framework (MCRF) Andhini Winariyanti; Florence Helena Kansil
Dewantara : Jurnal Pendidikan Sosial Humaniora Vol. 5 No. 3 (2026): September: Dewantara : Jurnal Pendidikan Sosial Humaniora
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/dewantara.v5i3.7196

Abstract

The evolution of Marketing Communication has been shaped by technological advancement, changes in the business environment, and shifts in consumer behavior. However, previous studies have generally examined these developments in isolation, and recent bibliometric evidence confirms that the intellectual structure of the field remains fragmented, limiting theoretical consolidation (Qi et al., 2025). This study aims to develop a conceptual synthesis of Marketing Communication evolution through an Integrative Literature Review, following the design principles for building a strong theoretical contribution (Snyder, 2024; Torraco, 2016). The review involved identifying, selecting, evaluating, and synthesizing 25 relevant sources spanning 1993–2025 to integrate diverse theoretical perspectives. The findings indicate that Marketing Communication has evolved from a messageoriented approach toward integrated communication, relationship building, digital engagement, and value cocreation. Based on this synthesis, this study proposes the Marketing Communication Reflection Framework (MCRF) as a conceptual framework that illustrates the interconnected stages of Marketing Communication evolution. The framework contributes to the theoretical development of Marketing Communication by providing a more integrative perspective on the discipline and offers a conceptual foundation for future empirical studies and theory development.
Co-Authors Florence Helena Kansil Juni Alfiah Chusjairi Mulharnetti Syas Ridha Handayani