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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal International Dakwah and Communication PASCIDEV: Pasundan Social Science Development International Journal of Multidisciplinary Approach Research and Science Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi Journal of Community Service and Society Empowerment Pasundan Community Service Development
Yodiansyah, Hefri
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Economics, Econometrics & Finance Education Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Journal : PASCIDEV: Pasundan Social Science Development

 1 
The Role Of Digital Marketing-Based Marketing Communications In Attracting Millennials And Gen Z To Pekanbaru Agro Tourism Dewi, Susi Artuti Erda; Yodiansyah, Hefri; Jummaulana, Harry
Pasundan Social Science Development Vol. 6 No. 1 (2025): Pasundan Social Science Development (PASCIDEV)
Publisher : Doctoral Program of Social Science Pasundan University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/pascidev.v6i1.266

Abstract

The development of digital technology has changed the way tourist destinations interact with their audiences, particularly millennials and Gen Z, who dominate internet users in Indonesia. This study aims to analyze the role of digital marketing communications in increasing the interest of young people to visit Pekanbaru Agro Tourism. The study used a descriptive qualitative approach with a purposive sampling technique with five informants, consisting of owners, employees, and visitors. Data were collected through observation, semi-structured interviews, and documentation of social media content, then analyzed using reduction, presentation, and conclusion techniques. The results show that the use of Instagram and TikTok plays a dominant role in attracting the attention of the younger generation through visual, educational, and interactive content. Millennials are more responsive to Instagram, while Gen Z shows a significant increase in TikTok. Digital marketing strategies have been proven to increase engagement, strengthen the destination's image, and encourage visitor loyalty through two-way interactions. The study's conclusions emphasize that digital marketing communications function not only as a promotional tool but also as a medium for interaction and the formation of a positive destination image. The practical implications of this study provide recommendations for tourism managers to optimize creative content-based digital marketing strategies according to the characteristics of young audiences.
Corporate Digital Communication Framing and Its Impact on Public Trust in the Era of Digital Transformation Yodiansyah, Hefri; Dewi, Susi Artuti Erda; S, Ermairel
Pasundan Social Science Development Vol. 6 No. 2 (2026): Pasundan Social Science Development (PASCIDEV)
Publisher : Doctoral Program of Social Science Pasundan University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/pascidev.v6i2.345

Abstract

This study aims to analyze the effect of corporate digital communication framing on public trust in the era of digital transformation, with public perception acting as a mediating variable. The research hypothesizes that (1) digital communication framing significantly influences public perception, (2) public perception significantly affects public trust, and (3) framing also has a direct effect on public trust. A quantitative explanatory design was employed using a survey method. Data were collected from 150 respondents in Indonesia who actively use digital media and have been exposed to corporate communication content, selected through purposive sampling. The study measured three main variables—digital communication framing, public perception, and public trust—using Likert-scale questionnaires. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate measurement and structural models. The results reveal that digital communication framing has a significant positive effect on public perception (? = 0.762; p < 0.001), while public perception significantly influences public trust (? = 0.681; p < 0.001). Additionally, framing has a smaller but significant direct effect on public trust (? = 0.245; p < 0.01). Mediation analysis confirms that public perception partially mediates the relationship between framing and trust. These findings imply that effective communication strategies should emphasize not only message delivery but also message framing to enhance credibility and trust. The study contributes to communication theory by integrating framing and the SOR model and provides practical insights for organizations in designing transparent digital communication. This article includes 6 references, 4 tables, 2 figures, and one survey instrument.
Co-Authors Aprilinda, Aprilinda Ariesmansyah, Andre Dewi, Susi Artuti Erda Firdaus Yuni Dharta Hanifahturahmi Hery Purwosusanto I Wayan Ruspendi Junaedi Jummaulana, Hari Jummaulana, Harry Kurniadi, Debby Kurniady, Debby Lestari, Anggun Hilendri Mochamad Heru Riza Chakim Rosmala, Rosmala S, Ermairel Salim, Emmairel Salim, Ermairel Sartika Sartika setiawati, rahmi Theo, Ikhwan