Article Per Year (5 Year)
p-Index From 2021 - 2026
3.8
P-Index
This Author published in this journals
All Journal INFORMASI MediaTor: Jurnal Komunikasi Mediator Menara Riau: Jurnal Ilmu Pengetahuan dan Pengembangan Masyarakat Islam Komunikator Gondang: Jurnal Seni dan Budaya Ultimacomm: Jurnal Ilmu Komunikasi ASPIRATION Journal Scriptura: Jurnal Ilmiah Komunikasi Jurnal Riset Jurnalistik dan Media Digital Bandung Conference Series: Communication Management Bandung Conference Series: Public Relations Bandung Conference Series: Journalism Jurnal Vokasi Indonesia Jurnal Inovasi Komunikasi
Santi Indra Astuti
Fakultas Ilmu Komunikasi, Universitas Islam Bandung
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Nursing Physics Public Health Social Sciences Transportation Other

Published : 53 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 53 Documents
Search

 2   3   4   5   6 
Toxic Retaltionship dalam Komunikasi Interpersonal Orang Tua dan Anak Vierge Yasmin Andriana; Santi Indra Astuti
Bandung Conference Series: Public Relations Vol. 4 No. 2 (2024): Bandung Conference Series: Public Relations
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v4i2.13553

Abstract

Abstract. Toxic relationships essentially create undesirable connections where the comfort in the relationship has been lost. In this state, there is an excessive tendency to overthink, take control, and cause harmful impacts, even to the point of hurting one another. One detrimental relationship that can occur is between parents and children. The aim of this study is to explore and analyze the toxic relationships experienced by individuals with their parents, the interpersonal communication used, and the dialogue that occurs in the parent-child relationship. This research employs a qualitative approach with an interpretive paradigm. The theory utilized in this study is the Relational Dialectics Theory by Leslie Baxter, and the data collection techniques include in-depth interviews, observations, and documentation. This study is expected to provide guidelines related to communication within the family scope, gaining a deeper understanding of communication that can lead to toxic relationships between parents and children. The results of this study indicate that ineffective communication, such as belittling, making comparisons, using hurtful words, physical violence, and rejection of the child's existence, leads to a toxic relationship between parents and children. This can cause individuals to experience trauma, loss of motivation, depression, and mental disorders. Abstrak. Toxic Relationship pada dasarnya menciptakan hubungan yang tidak diinginkan di mana kenyamanan dalam hubungan tersebut telah hilang. Dalam kondisi ini, muncul kecenderungan berlebihan untuk berpikir (overthinking), mengambil kendali, dan menyebabkan dampak merugikan, bahkan hingga menyakiti satu sama lain. Hubungan yang merugikan salah satunya datang dari hubungan orang tua dengan anak. Tujuan dari penelitian ini adalah untuk menelusuri, dan melakukan analisa mengenai Toxic Relationship yang dialami individu dengan orang tuanya, komunikasi interpersonal yang digunakan dan dari dialog yang dilakukan hingga hubungan yang terjalin antara orang tua dan anak. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma interpretif. Teori yang digunakan pada penelitian ini yaitu Teori Dialektis Hubungan oleh Leslie Baxter, serta teknik pengumpulan data yang digunakan melalui wawancara mendalam, observasi, dan dokumentasi. Penelitian ini diharapkan mampu memberikan pedoman terkait komunikasi dalam lingkup keluarga, dengan memperoleh pemahaman yang lebih mendalam mengenai komunikasi yang dapat menjurus pada hubungan yang beracun antara orang tua dan anak. Hasil penelitian ini menunjukkan bahwa komunikasi yang tidak efektif, seperti meremehkan, membanding-bandingkan, menggunakan kata-kata yang menyakiti hati, kekerasan fisik, dan penolakan terhadap keberadaan anak, menimbulkan hubungan yang beracun (toxic relationship) antara orang tua dan anak. Hal ini dapat menyebabkan individu mengalami trauma, kehilangan motivasi, merasa tertekan, dan gangguan mental.
Analisis Resepsi Mahasiswa Terhadap Tayangan Youtube Narasi Newsroom Khairunnisa, Rifa; Santi Indra Astuti
Jurnal Riset Jurnalistik dan Media Digital Volume 4, No. 2, Desember 2024 Jurnal Riset Jurnalistik dan Media Digital (JRJMD)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrjmd.v4i2.5242

Abstract

Abstrak. Tragedi Kanjuruhan merupakan tragedi sepak bola terbesar di Indonesia, bahkan terbesar kedua setelah bencana serupa di Peru pada tahun 1964. Puncak dari tragedi ini adalah penembakan gas air mata oleh polisi. Banyaknya pro-kontra pemberitaan di media massa terkait pengamanan oleh polisi yang dilakukan di Stadion Kanjuruhan. Penelitian ini memiliki tujuan untuk mengetahui resepsi dan posisi pemaknaan pesan oleh mahasiswa terhadap tayangan yang dimuat oleh Narasi Newsroom akan investigasi visual yang dilakukan oleh Narasi dalam peristiwa Kanjuruhan tersebut. Dengan adanya tayangan Youtube Narasi Newsroom “Momen-Momen Brutal Menjelang Kematian Massal” masyarakat bisa menilai sendiri Analisis resepsi mencoba memberikan sebuah makna atas pemahaman sebuah tayangan media (cetak, elektronik, internet) dengan memahami bagaimana karakter tayangan media dilihat oleh khalayak. Individu yang menganalisis media melalui kajian resepsi memfokuskan pada pengalaman dan pemirsaan khalayak (penonton/pembaca), serta bagaimana makna diciptakan melalui pengalaman tersebut. Menggunakan pendekatan kualitatif dengan metode analisis resepsi dan teknik pengumpulan data melalui wawancara mendalam dengan beberapa mahasiswa yang dilakukan oleh peneliti. Teori yang digunakan yaitu resepsi studi milik Stuart Hall dengan subjek penelitian adalah mahasiswa Fakultas Ilmu Komunikasi Universitas Islam Bandung yang mengikuti isu tentang tragedi Kanjuruhan dan menonton tayangan terkait pengamanan Stadion Kanjuruhan di kanal youtube Narasi Newsroom. Abstract. The Kanjuruhan tragedy is the biggest football tragedy in Indonesia, even the second biggest after a similar disaster in Peru in 1964. The peak of this tragedy was the firing of tear gas by the police. There have been many pros and cons reported in the mass media regarding police security carried out at the Kanjuruhan Stadium. This research aims to determine the reception and position of the meaning of messages by students regarding broadcasts published by Narasi Newsroom regarding the visual investigation carried out by Narasi in the Kanjuruhan incident. With the YouTube broadcast Newsroom Narrative "Brutal Moments Leading Up to Mass Death" the public can judge for themselves. Reception analysis tries to provide a meaning for understanding a media broadcast (print, electronic, internet) by understanding how the character of the media broadcast is seen by the audience. Individuals who analyze media through reception studies focus on the experience and viewing of audiences (viewers/readers), as well as how meaning is created through these experiences. Using a qualitative approach with reception analysis methods and data collection techniques through in-depth interviews with several students conducted by researchers. The theory used is Stuart Hall's study reception with the research subjects being students from the Faculty of Communication Sciences, Bandung Islamic University who followed the issue of the Kanjuruhan tragedy and watched broadcasts related to the security of the Kanjuruhan Stadium on the Narasi Newsroom YouTube channel.
Involvement of State Officials As Cast of Characters in Folk Theater Ketoprak RRI Yogyakarta Setiawan, Joe Harrianto; Astuti, Santi Indra; Diwangkara, Rawi; Setiawati, Daniari
Gondang: Jurnal Seni dan Budaya Vol. 8 No. 1 (2024): GONDANG: JURNAL SENI DAN BUDAYA, JUNE 2024
Publisher : Universitas Negeri Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24114/gondang.v8i1.57504

Abstract

Ketoprak is a traditional Javanese performing art that incorporates elements of karawitan, dance, comedy, song, acting, and artistic arrangements. Traditional art is divided into two types, such as folk art and classical art, or palace art. Ketoprak is a folk art that has its origins among the people who live outside the palace. As a folk art, ketoprak is also used to communicate to the authorities issues that the people are concerned about. Criticizing through the performing arts is a powerful way to express criticism without taking offense. Ketoprak is usually performed by a group of artists on stage. However, in recent years, ketoprak performances have been performed not only by community performer groups but also by state officials taking the cast of characters on stage. The involvement of state officials at all levels, from regional to ministerial, as well as guest stars and main characters. Including those carried out under the RRI Yogyakarta ketoprak program. The descriptive qualitative research method was used to figure out how the implementation of the ketoprak program at RRI can preserve ketoprak's dignity as a folk theater, despite the fact that it is represented by state officials, by conducting interviews with program producers and respected ketoprak performers from Yogyakarta. The study's findings show that in its development, ketoprak was divided into two forms, conventional ketoprak which was standard with rules or pakem that were still preserved by RRI Yogyakarta and ketoprak garapan which is open to be interpreted in various ways and is free to be casted by anyone, including officials who are performed in the live version of the RRI Ketoprak Program.
PETA GERAKAN LITERASI DIGITAL DI INDONESIA: STUDI TENTANG PELAKU, RAGAM KEGIATAN, KELOMPOK SASARAN DAN MITRA YANG DILAKUKAN OLEH JAPELIDI Kurnia, Novi; Astuti, Santi Indra
Informasi Vol. 47 No. 2 (2017): INFORMASI
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1359.237 KB) | DOI: 10.21831/informasi.v47i2.16079

Abstract

Digital society nowadays faces various problems such as hoax or fake news, privacyviolation, cyberbullying, violence and pornography content, digital media addiction.The question is whether such problems are emerging because of there is no adequatedigital literacy in Indonesia? To answer this question, Jaringan Pegiat Literasi Digital(Japelidi, Network of Digital Literacy Activists) conducts a mapping research on digitalliteracy movement in Indonesia. This study involves 56 researchers from 26 universitiesin Indonesia. It maps out 342 digital literacy activities conducted in 9 cities in Indonesia.Some research findings are: universities are the main actor in literacy digital movement inIndonesia, public speaking forums are the most frequent digital literacy activities, maintarget group for digital literacy is the youth and schools are the best partners for digitalliteracy activities. Based on these findings, the study recommends some suggestions:to increase the digital literacy activities conducted by various actors in Indonesia, todevelop various methods of digital literacy programs, to widen the target groups, andto establish relationship with various partners not only schools, but also government,media and corporation. In addition, the study recommend that digital literacy should beimplemented in various levels: family, schools, and the state.Beragam persoalan seperti informasi hoaks, pelanggaran privacy, cyberbullying, konten kekerasan dan pornografi, dan adiksi media digital dianggap sebagai persoalan masyarakat digital terkini. Pertanyaannya, apakah problem tersebut muncul karena rendahnya literasi digital di Indonesia? Untuk menjawab pertanyaan tersebut, Jaringan Pegiat Literasi Digital (Japelidi) melakukan pemetaan gerakan literasi digital di Indonesia. Dengan metode desk study dan case study, penelitian melibatkan 56 peneliti dari 28 prodi yang berasal dari 26 universitas. Kajian mencakup 342 kegiatan literasi digital di 9 kota di Indonesia memetakan setidaknya 342 kegiatan. Temuan utama penelitian ini antara lain: perguruan tinggi adalah pelaku utama atau motor dalam gerakan literasi digital, sosialisasi adalah kegiatan yang paling sering dilakukan, kaum muda merupakan kelompok sasaran yang paling dominan, dan mitra yang paling adalah sekolah. Penelitian merekomendasikan perlunya lebih banyak pelaku kegiatan yang bukan berasal dari perguruan tinggi, pentingnya mengeksplorasi ragam literasi digital yang bersifat kreatif dan "˜empowerment', perlunya memperluas target sasaran literasi digital supaya tidak hanya tertuju pada kaum muda saja, dan pentingnya kemitraan dengan berbagai pihak diperluas dan diperkuat, khususnya dengan pemerintah, media dan korporasi. Selain itu, peneliti merekomendasikan bahwa literasi digital harus diberikan dalam level keluarga, sekolah, dan negara. 
Tular Nalar Curriculum to Promote A Culture of Critical Thinking among The Elderly Astuti, Santi Indra; Satyawati, Niken; Bernadeta, Dwitasari Teteki
Jurnal Vokasi Indonesia Vol. 12, No. 1
Publisher : UI Scholars Hub

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

In the digital age, fostering a culture of critical thinking is imperative for all societal groups, including the elderly. However, no sufficient effort does appear to resolve the lack of critical thinking among elderly. Facing with this challenge, Tular Nalar program developed unique curriculum which specifically cultivate critical thinking skills among elderly. The designed curriculum become the backbone of capacity buildings which targeted elderly in 38 provinces of Indonesia. This curriculum is accessible to everyone, designed to enhance critical thinking abilities, and enabling individuals, especially the elderly, to identify, analyze, and make rational decisions in filtering information. The paper presented here describes the journey of Tular Nalar in designing the curriculum which employing a qualitative approach research. Three phases of designing curriculum were carried out, started from literature review, focus groups discussions, and pilot projects. During the process, three locations which represent the diversity of Indonesia communities were selected. Padang, Solo, and Ambon become the site of focus groups. Meanwhile, Yogyakarta was chosen for pilot groups to test the curriculum design before finalised for wider audience. As the first study in the country which underlined efforts to construct the curriculum for elderly, the result of the research contributes our understanding about certain issues regarding digital activities as practised by elderly, and how to develop skills and cultivate the culture of critical thinking among them.
Penerapan Diksi Kelompok Kriminal Bersenjata Papua dalam Pemberitaan Media Mainstrem Indonesia Helmy Adam Firmansyah; Santi Indra Astuti
Bandung Conference Series: Journalism Vol. 5 No. 2 (2025): Bandung Conference Series: Journalism
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsj.v5i2.18267

Abstract

Abstract. Nowadays, news can be easily found on the Internet. The mass media based on the Internet to spread what is being studied is, the based media kompas.com, tempo.co, and tribunnews.com Then on an online news portal issued by kompas.com, tempo.co, and tribunnews.com on the conflict between TNI and Polri with the armed criminal group KKB, which researchers are finally analyzing the application of words of words and political strategies by the government labeling west Papua independent Papua national Non-participant observation: the writer only observed, recorded, and documented his observations, and the researcher would do the same thing. In the study, researchers discovered how the diction of KKB armed crime groups applies to reports issued by the media kompas.com, tempo.co, and tribunnews.com. Abstrak. Berita pada saat ini dapat diakses dengan mudah melalui internet. Media masa yang Berita pada masa saat ini dapat diakses dengan mudah diakses melalui internet. Media masa yang berbasis internet untuk menyebarkan berita yang sedang diteliti yaitu, media Kompas.com, Tempo.co dan Tribunnews.com. Lalu pada portal berita daring yang dikeluarkan oleh Kompas.com, Tempo.co, dan Tribunnews.com tentang konflik antara TNI dan Polri dengan kelompok kriminal bersenjata KKB, yang akhirnya peneliti pada penelitian ini menganalisis tetang penerapan diksi dan strategi politik yang dilakukan pemerintah melabeli Tentara Pembebasan Nasional Papua Barat Organisasi Papua Merdeka TPNPB-OPM dengan KKB terhadap media massa arus utama di Indonesia. Dalam penelitian ini, penulis menggunakan metode kualitatif dengan analisis wacana kritis Norman Fairclough. Observasi tanpa partisipan yaitu penulis hanya mengamati kemudian mencatat dan mendokumentasikan hasil pengamatannya, dan observasi dokumen adalah yang akan peneliti lakukan. Pada penelitian ini juga, peneliti menemukan bagaimana penerapan diksi kelompok kriminal bersenjata KKB pada pemberitaan yang dikeluarkan oleh media Kompas.com, Tempo.co, dan Tribunnews.com.
Memaknai Fakta dan Klarifikasi: Orientasi Epistemik Fact-Checking Kampus di Asia Tenggara Ahmad Fadhli; Santi Indra Astuti; Alexandria Cempaka Harum; Tresna Wiwitan; Rita Gani
Jurnal Inovasi Komunikasi Volume 4, No. 1, April 2026, Jurnal Inovasi Komunikasi (JIKOM)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jikom.v4i1.9882

Abstract

Abstrak. The increasing spread of misinformation on social media has prompted a number of universities in Asia to develop campus-based fact-checking initiatives. This study analyzes the epistemic orientation of fact-checking practices within the ANNIE School Net network, a regional Southeast Asian campus newsroom program led by Masato Kajimoto. The study employs a qualitative method with a comparative case study approach, utilizing participatory observation at the 2024 ANNIE School Net Conference, analysis of program documents, and content analysis of campus fact-checking Instagram accounts in Indonesia, Malaysia, and Vietnam. The findings reveal two distinct epistemic orientations. First, a news-reactive model focused on verifying viral news and current socio-political claims, as seen in the initiatives from Malaysia and Vietnam. Second, a scientific-educative model emphasizing the debunking of popular myths through scientific clarification, as practiced by one university in Indonesia. These findings suggest that knowledge transfer within academic networks does not result in homogeneous practices but is negotiated through institutional contexts, pedagogical priorities, and socio-political considerations. This study offers a typology of epistemic orientations in campus fact-checking as a contribution to digital literacy research in Southeast Asia.
When Politics and Religion Become Disaster: An Annual Mapping of Hoax in Indonesia Priska Nur Safitri; Santi Indra Astuti; Nuril Hidayah; Cahya Suryani; Mizati Dewi Wasdiana; Anita Wahid
ULTIMA Comm Vol 13 No 2 (2021): ULTIMACOMM
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v13i2.2104

Abstract

Since 2016, hoax has been massively circulated in Indonesia, due to low literacy rates and poor detection habit of disinformation among the people. Approaching general elections in April 2019, political hoax dominated in the scene. A content analysis toward 997 hoaxes in 2018 has found that half of hoaxes circulated among society was political hoaxes (49.94%), followed by hoaxes on religious themes (11.94%). Political hoaxes mixed with religion, racism, and any other topic has been creating multiplying effect that threaten democracy. The mapping toward hoaxes during 2018 showed how such possibility might appear due to political hoaxes that framed the issue or candidates of presidential election based on fictitious data or made-up stories. Both candidates were subjected to hoax. But deeper investigation revealed that hoaxes targeted Jokowi as the incumbent candidate surpassed the number of hoaxes toward Prabowo as Jokowi's counterpart. Hoax to Jokowi was associated with Communist Party, and the arrival of ten thousands Chinese migrant work to replace native workers. Hoax toward Prabowo mainly concerned of gay-lesbian movement. Both candidates presidential election also became the target of religion hoax. Hoax to Jokowi concerned with the abolition of Islamic Boarding School, whereas hoax toward Prabowo targeted his manner that deemed inappropriate for religious community. Overall, serious disinformation was detected. This mapping also showed that over time, hoaxes become more sophisticated, complex and dfficult to encounter. Neither accident nor prank, hoax is an effort by design to disturb harmony and stability in the country. Keywords: hoax, political, religion, mapping 2018
Literasi Digital, Lansia, dan Konstruktivisme: Pendekatan Pembelajaran untuk Meningkatkan Resiliensi Para Imigran Digital Yohanes Adven Sarbani; Heni Mulyati; Santi Indra Astuti
Scriptura Vol. 14 No. 1 (2024): JULY 2024
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.14.1.72-81

Abstract

Di era digital ini, lansia dapat masuk dalam kategori imigran digital menurut klasifikasi Mark Prensky (2001). Lansia yang terbiasa menggunakan teknologi analog, kini harus berhadapan dengan perkembangan teknologi digital, internet, teknologi mobile, bahkan serta aplikasi berbasis kecerdasaan buatan (Artificial Intelligence) yang begitu canggih dan pesat perkembangannya. Akibatnya, lansia seringkali membutuhkan upaya lebih keras dalam mempelajari dan menguasai teknologi digital. Penulis dalam penelitian ini tertarik untuk menjawab pertanyaan: Pendekatan pembelajaran apa yang sesuai untuk mengajari literasi digital para lansia sehingga mereka memiliki resiliensi di era digital ini? Tujuan dari artikel ini untuk melakukan studi pustaka mengenai pendekatan pembelajaran literasi digital bagi lansia. Penulis tertarik meng­kaji pendekatan konstruktivisme sebagai metode pembelajaran literasi digital bagi lansia. Konstruktivisme beranggapan bahwa pengetahuan merupakan buah dari konstruksi pemikiran manusia. Sebagai pendekatan dalam pembelajaran, konstruktivisme meletakkan peserta didik sebagai pusat pembelajaran. Peserta didik difasilitasi untuk aktif meng­konstruksi pengetahuan serta keterampilannya. Dengan paradigma dan karakteristiknya, pendekatan pembelajaran konstruktivisme dapat digunakan dalam pelatihan literasi digital bagi lansia. Terdapat lima tahapan rekonstruksi pemikiran dalam pendekatan konstruktivisme yaitu pendahuluan, eksplorasi, restrukturisasi, aplikasi, review dan evaluasi. Pembelajaran kelima tahapan ini akan mampu mendorong lansia untuk merekonstruksi pemikirannya serta meningkatkan pengetahuan dan keterampilan terkait literasi digital sehingga meningkatkan resilensinya. Pendekatan konstruktivisme dapat digunakan program-program pendampingan lansia dalam mempelajari literasi digital, seperti Program Tular Nalar - Akademi Digital Lansia (ADL) yang digagas MAFINDO. Penelitian ini tidak menjabarkan teknik pembelajaran literasi digital berdasarkan tiga penggolongan lansia, melainkan melihat lansia secara umumnya.
Brand Storytelling dan Sustainability Communication Mother of Pearl dalam Waste Station Nadiyah Zhafirah; Santi Indra Astuti
Bandung Conference Series: Public Relations 145-152
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.23938

Abstract

Abstract. The growth of Indonesia’s beauty industry has significantly impacted the environment, particularly concerning cosmetic waste filled with non-recyclable chemicals. In response, Mother of Pearl initiated the Waste Station program with Rekosistem, positioning itself as the first local cosmetics brand to offer a beauty waste disposal service. The low consumer awareness about cosmetic waste management posed a challenge. This research analyzes how Mother of Pearl’s brand storytelling within the Waste Station program on Instagram (@mop.beauty) educates consumers and fosters a sustainable brand identity. Utilizing an interpretive paradigm and a qualitative approach through a one-case two -level analysis, data were gathered via digital content observation and interviews with consumers and the Liberty Society, the implementing partner. The results of this study indicate that Mother of Pearl develops a narrative through four main components in brand storytelling, namely characters, plot, setting, and message. In the narrative, Mother of Pearl as a brand, Tasya Farasaya as the founder, and consumers act as interconnected characters in creating a story about cosmetic waste management. The storyline is built from experiences of cosmetic waste problems, providing education, providing solutions through Waste Station, inviting consumers to participate, and conveying the program's impact through the Impact Report. The narrative functions as a sustainability communication strategy that strengthens Mother of Pearl's identity as an environmentally conscious brand and encourages consumer awareness regarding cosmetic waste management.Abstrak. Pertumbuhan industri kecantikan di Indonesia memicu dampak lingkungan signifikan, terutama terkait limbah kosmetik yang sulit didaur ulang. Menanggapi krisis ini, Mother of Pearl meluncurkan program Waste Station melalui kolaborasi dengan Rekosistem, menjadikannya sebagai brand kosmetik lokal pertama yang menyediakan fasilitas untuk pembuangan limbah kecantikan. Namun, rendahnya pemahaman konsumen mengenai pengelolaan limbah kosmetik menjadi tantangan utama. Penelitian ini menganalisis brand storytelling Mother of Pearl di Instagram @mop.beauty dalam upaya mendidik konsumen dan membangun identitas brand yang berkelanjutan. Menggunakan paradigma interpretif dan pendekatan kualitatif dengan metode one-case two-level analysis, data diperoleh dari observasi konten digital dan wawancara dengan konsumen serta mitra Liberty Society. Hasil penelitian ini menunjukkan bahwa Mother of Pearl mengembangkan narasi melalui empat komponen utama dalam brand storytelling, yaitu karakter, alur, latar, dan pesan. Dalam narasi tersebut, Mother of Pearl sebagai brand, Tasya Farasaya sebagai pendiri, dan konsumen berperan sebagai karakter yang saling terkait dalam menciptakan cerita tentang pengelolaan limbah kosmetik. Alur cerita dibangun dari pengalaman masalah limbah kosmetik, pemberian edukasi, penyediaan solusi melalui Waste Station, ajakan kepada konsumen untuk berpartisipasi, hingga penyampaian dampak program melalui Impact Report. Narasi tersebut berfungsi sebagai strategi sustainability communication yang memperkuat identitas Mother of Pearl sebagai brand yang peduli lingkungan dan mendorong kesadaran konsumen mengenai pengelolaan limbah kosmetik.
Co-Authors Ahmad Fadhli Alexandria Cempaka Harum Alma Palomita Anita Wahid Annisa Latifah Annisa Latifah Azka Muhammad Razaka Bernadeta, Dwitasari Teteki Cahya Suryani Daniari Setiawati Dea Fadillah Aprilliani Denis Purna Eka Putra Diwangkara, Rawi Fachri Muhammad Ghani Fera Tri Susilawaty Giri Lumakto Helmy Adam Firmansyah Heni Mulyati Iffah Khoridatun Nabilah Irsalina Nabilah Juli R. Binu Jumrana Jurmrana Khairunnisa, Rifa Lumakto Giri Lutfia Amalia Putri Marsia Sumule Mizati Dewi Wasdiana Muhammad Ali Fakri Nadiyah Zhafirah Novi Kurnia Nuril Hidayah Nuril Hidayah Priska Nur Safitri Rahmawati Rahmawati Raisa Qisthy Hermawan Putri Rawi Diwangkara Rhein Rahmahsya Reshany Rita Gani Salman Aditya Rahman Santoso Satyawati, Niken Setiawan, Joe Harrianto Setiawati, Daniari Sylvi Tresna Wiwitan Vierge Yasmin Andriana Yenni Yuniati Yohanes Adven Sarbani Yunita Simatupang Zidan Andika Hidayat