Garuda - Garba Rujukan Digital

Strategi Kampanye Digital Humas Itenas melalui Instagram dalam Membangun Engagement Najwa Khaila Registha AR; Ani Yuningsih
Bandung Conference Series: Public Relations 197-204
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.24363

Abstract. Social media has become a strategic communication medium for higher education institutions to build engagement with prospective students, particularly Generation Z. This study aims to analyze the digital public relations campaign strategy implemented by the Bureau of Cooperation, Public Relations, and Marketing (BKHP) of Institut Teknologi Nasional (Itenas) through Instagram in building engagement with prospective students. This research employed a qualitative descriptive method with a case study approach. Data were collected through in-depth interviews, observation, and documentation involving the Public Relations and Marketing team, content creator team, and digital talent team. The findings indicate that Itenas implements its digital campaign strategy through three main approaches: involving students from diverse backgrounds as content co-creators, managing storytelling-based content that highlights authentic campus experiences, and applying two-way communication to encourage interaction with prospective students. These strategies produce content that is more relevant, credible, and engaging for the target audience while strengthening the institution's digital image. The study concludes that integrating collaborative content production, storytelling, and interactive communication contributes to building engagement with prospective students and supports the effectiveness of public relations digital campaigns in higher education. Abstrak. Penelitian ini bertujuan untuk menganalisis implementasi strategi kampanye digital Humas Institut Teknologi Nasional (Itenas) melalui Instagram dalam membangun engagement calon mahasiswa. Penelitian ini dilatarbelakangi oleh meningkatnya pemanfaatan media sosial sebagai sarana komunikasi kehumasan perguruan tinggi untuk menjangkau Generasi Z di tengah persaingan promosi digital. Penelitian menggunakan metode deskriptif kualitatif dengan pendekatan studi kasus. Data diperoleh melalui wawancara mendalam, observasi, dan dokumentasi yang melibatkan tim Humas, tim Pemasaran, serta mahasiswa yang tergabung dalam tim konten. Hasil penelitian menunjukkan bahwa strategi kampanye digital Humas Itenas diimplementasikan melalui tiga pendekatan utama, yaitu keterlibatan lintas mahasiswa dalam produksi konten, pengelolaan konten berbasis storytelling, serta penerapan komunikasi dua arah melalui Instagram. Keterlibatan mahasiswa dari berbagai latar belakang dalam produksi konten menghasilkan pesan komunikasi yang lebih autentik dan relevan dengan karakteristik calon mahasiswa. Selain itu, storytelling yang mengangkat pengalaman nyata mahasiswa serta komunikasi interaktif mampu memperkuat kedekatan emosional dan mendorong partisipasi audiens. Penelitian ini menyimpulkan bahwa kolaborasi antara Humas, Pemasaran, dan mahasiswa menjadi strategi yang efektif dalam membangun engagement calon mahasiswa melalui Instagram.

Hubungan PR Digital dengan Relawan Inspiratif Sayyidini Putri Saumi; Ani Yuningsih
Bandung Conference Series: Public Relations 325-332
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25297

Abstract. The development of new media encourages social organizations to utilize digital platforms in managing communication and collaboration with volunteers. This study aims to examine the relationship between the digital collaboration of the Village Teaching Public Relations team through Open Registration content on the Instagram account @mengajardesa and @idnvolunteer and the level of participation of volunteers of the Inspirational Tutor Program in the city of Bandung. The research approach uses the positivism paradigm with a correlational quantitative method, while data analysis is carried out through Spearman Rank correlation. Primary data was obtained from questionnaires to 58 prospective volunteers, while secondary data came from literature studies, official documents, and scientific literature. The results showed a significant relationship between the digital collaboration of the Public Relations team and volunteer participation, with a correlation coefficient of 0.813 (p<0.001) indicating a very strong and positive relationship. The better the digital collaboration carried out, the higher the volunteer participation. The test on five sub-variables also showed a significant positive relationship, namely technology integration (rs=0.725), digital communication (rs=0.494), visionary leadership (rs=0.779), virtual collaboration (rs=0.571), and digital work culture (rs=0.614). Of the five aspects, visionary leadership has proven to have the strongest influence on volunteer participation. Abstrak. Perkembangan media baru mendorong organisasi sosial untuk memanfaatkan platform digital dalam mengelola komunikasi serta kolaborasi dengan relawan. Penelitian ini bertujuan menelaah hubungan antara kolaborasi digital tim Public Relations Mengajar Desa melalui konten Open Registration di akun Instagram @mengajardesa dan @idnvolunteer dengan tingkat partisipasi relawan Program Tutor Inspiratif di Kota Bandung. Pendekatan penelitian menggunakan paradigma positivisme dengan metode kuantitatif korelasional, sementara analisis data dilakukan melalui korelasi Rank Spearman. Data primer diperoleh dari angket kepada 58 calon relawan, sedangkan data sekunder berasal dari studi pustaka, dokumen resmi, dan literatur ilmiah. Hasil penelitian menunjukkan adanya hubungan signifikan antara kolaborasi digital tim Public Relations dan partisipasi relawan, dengan koefisien korelasi sebesar 0,813 (p<0,001) yang menandakan hubungan sangat kuat dan positif. Semakin baik kolaborasi digital yang dilakukan, semakin tinggi pula partisipasi relawan. Uji pada lima sub‑variabel juga memperlihatkan hubungan positif signifikan, yaitu integrasi teknologi (rs=0,725), komunikasi digital (rs=0,494), kepemimpinan visioner (rs=0,779), kolaborasi virtual (rs=0,571), dan budaya kerja digital (rs=0,614). Dari kelima aspek tersebut, kepemimpinan visioner terbukti memiliki pengaruh paling kuat terhadap partisipasi relawan.

Hubungan Penyampaian Informasi Perubahan Layanan dengan Kepercayaan Penumpang Rahmalia Nur Fitriani; Ani Yuningsih
Bandung Conference Series: Public Relations 333-340
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25299

Abstract. Public Relations of PT Kereta Api Indonesia (Persero) endeavours to provide information services to build passenger trust. Service changes are carried out periodically so that the company can deliver information that is fast, accurate, easily accessible, and relevant. The delivery of information on the change of service is important to be researched so that the relationship with the trust of PT Kereta Api Indonesia (Persero) passengers can be analysed. This research aims to analyse the relationship between the delivery of service change information with passenger trust of PT Kereta Api Indonesia (Persero) using quantitative methods with a correlational approach. The research population is PT Kereta Api Indonesia (Persero) passengers who travelled through Bandung Station in April 2026 as many as 126,073 passengers, with a sample of 100 respondents with simple random sampling technique. Data collection techniques are carried out through questionnaires, interviews, and literature studies. Data analysis technique using Pearson's Product Moment correlation test. The results of the study show that there is a positive and significant relationship between the delivery of information on service changes and passenger trust. Every dimension of information delivery, namely timeliness, accuracy, accessibility, and relevance, has a positive relationship with passenger trust, with the relevance dimension as the most dominant factor. The result of the determination coefficient shows that the delivery of information is able to explain 43.9% of the variation in passenger trust, while 56.1% is influenced by other factors outside the study. Abstrak. Humas PT Kereta Api Indonesia (Persero) berupaya melakukan layanan informasi untuk membangun kepercayaan penumpang. Perubahan layanan dilakukan secara berkala agar perusahaan dapat menyampaikan informasi yang cepat, akurat, mudah diakses, dan relevan. Penyampaian informasi perubahan layanan tersebut penting untuk diteliti agar dapat dianalisis hubungannya dengan kepercayaan penumpang PT Kereta Api Indonesia (Persero). Penelitian ini bertujuan untuk menganalisis hubungan antara penyampaian informasi perubahan layanan dengan kepercayaan penumpang PT Kereta Api Indonesia (Persero) menggunakan metode kuantitatif dengan pendekatan korelasional. Populasi penelitian adalah penumpang PT Kereta Api Indonesia (Persero) yang melakukan perjalanan melalui Stasiun Bandung pada bulan April 2026 sebanyak 126.073 penumpang, dengan sampel sebanyak 100 responden dengan teknik simple random sampling. Teknik pengumpulan data dilakukan melalui kuesioner, wawancara, dan studi kepustakaan. Teknik analisis data menggunakan uji korelasi Product Moment Pearson. Hasil penelitian menunjukkan bahwa terdapat hubungan positif dan signifikan antara penyampaian informasi perubahan layanan dengan kepercayaan penumpang. Setiap dimensi penyampaian informasi, yaitu timeliness, accuracy, accessibility, dan relevance, memiliki hubungan positif terhadap kepercayaan penumpang, dengan dimensi relevance sebagai faktor yang paling dominan. Hasil koefisien determinasi menunjukkan bahwa penyampaian informasi mampu menjelaskan sebesar 43,9% variasi kepercayaan penumpang, sedangkan 56,1% dipengaruhi oleh faktor lain di luar penelitian.

Teknik Komunikasi Interpersonal Dokter dalam Edukasi Literasi Kesehatan Gigi Muhammad Fathan Ayfa Syauqi; Ani Yuningsih
Bandung Conference Series: Public Relations 351-358
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25365

Abstract. The phenomenon of self-diagnosis emerged alongside the rise of social media and the proliferation of information including health-related content which has led to misconceptions among some individuals. This study aims to explore in depth the interpersonal communication patterns employed by dentists when interacting with patients, particularly those who engage in self-diagnosis. A qualitative research method utilizing a case study approach was adopted. Data collection involved observation, interviews, and documentation, with dentists from the Unisba clinic and the N.P. Suryawati clinic serving as the research subjects. The findings indicate that interpersonal communication characterized by an empathetic, persuasive, and informative approach can alter the erroneous beliefs held by patients who self-diagnose. The study aims to encourage greater public awareness regarding oral health literacy and to foster a more critical attitude toward information of unverified validity. Abstrak. Fenomena self-diagnosis merupakan suatu kejadian dimana mulai muncul pada saat berkembangnya media sosial dan banyaknya informasi tersebar termasuk informasi kesehatan yang mengakibatkan salah persepsi bagi sebagian orang. Tujuan dari penelitian ini adalah menggali secara mendalam pola komunikasi interpersonal yang dilakukan oleh dokter gigi dalam berinteraksi dengan pasien, khususnya pasien yang berperilaku self-diagnosis. Metode penelitian yang digunakan yaitu kualitatif dengan pendekatan studi kasus. Teknik pengumpulan data dilakukan melalui observasi, wawancara, dan dokumentasi dengan subjek penelitian adalah dokter gigi dari klinik Unisba dan klinik N.P. Suryawati. Hasil dari penelitian ini diketahui bahwa komunikasi interpersonal dengan pendekatan secara empatik, persuasif, dan informatif dapat merubah keyakinan yang salah dari pasien self-diagnosis. Dampak yang diharapkan dari penelitian ini adalah masyarakat umum bisa lebih peduli terhadap literasi kesehatan gigi dan tidak mudah termakan oleh informasi yang belum jelas validitasnya.

Manajemen Konflik Antarbudaya di PR Agency Multinasional Alfidas Refky Bandarea; Ani Yuningsih
Bandung Conference Series: Public Relations 445-454
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25893

Abstract. In the context of globalization and cross-border collaboration, cultural differences pose significant challenges to organizational communication, including within multinational Public Relations (PR) agencies. This study examines how intercultural conflicts are managed in the work environments of Vero Indonesia and Vero Thailand, two branches of a multinational PR agency in Southeast Asia. The study aims to identify conflict resolution strategies, employee adaptation patterns, and solutions to intercultural communication barriers. A phenomenological approach was employed to explore the subjective experiences of employees influenced by cultural values such as kreng jai, power distance, and uncertainty avoidance. A qualitative method was applied through in-depth interviews with three informants from both countries. The findings indicate that cross-cultural communication conflicts more frequently emerge as subtle coordination disruptions such as message misinterpretation, differences in work pace, and variations in authority structures rather than through open confrontation. Employees address these challenges through synchronous communication, output visualization, observation of communication styles, and cross-branch coordination escalation. Self-adaptation is understood as a process of developing empathy and professional flexibility, while cultural diversity is perceived as an organizational strength that enriches cross-border collaboration. Abstrak. . In the context of globalization and cross-border collaboration, cultural differences pose significant challenges to organizational communication, including within multinational Public Relations (PR) agencies. This study examines how intercultural conflicts are managed in the work environments of Vero Indonesia and Vero Thailand, two branches of a multinational PR agency in Southeast Asia. The study aims to identify conflict resolution strategies, employee adaptation patterns, and solutions to intercultural communication barriers. A phenomenological approach was employed to explore the subjective experiences of employees influenced by cultural values such as kreng jai, power distance, and uncertainty avoidance. A qualitative method was applied through in-depth interviews with three informants from both countries. The findings indicate that cross-cultural communication conflicts more frequently emerge as subtle coordination disruptions such as message misinterpretation, differences in work pace, and variations in authority structures rather than through open confrontation. Employees address these challenges through synchronous communication, output visualization, observation of communication styles, and cross-branch coordination escalation. Self-adaptation is understood as a process of developing empathy and professional flexibility, while cultural diversity is perceived as an organizational strength that enriches cross-border collaboration

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