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All Journal Media Komunikasi FPIPS Jurnal Studi Komunikasi Martabe : Jurnal Pengabdian Kepada Masyarakat DIALEKTIKA Jurnal Informasi dan Teknologi Ekspresi dan Persepsi : Jurnal Ilmu Komunikasi Jurnal Desentralisasi dan Kebijakan Publik (JDKP) Jurnal Pengabdian kepada Masyarakat Nusantara Warta Pengabdian Andalas: Jurnal Ilmiah Pengembangan Dan Penerapan Ipteks Soshum: Jurnal Sosial dan Humaniora Global Komunika : Jurnal Ilmu Sosial dan Ilmu Politik Jurnal Komunikasi, Masyarakat Dan Keamanan Journal of Communication and Public Relations (JCPR) MAYARA: Jurnal Pengabdian Masyarakat JHSS (Journal of Humanities and Social Studies)
Kumala Hayati
Universitas Pembangunan Nasional Veteran Jakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Transportation Other

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Branding Strategies for Candy Products on Instagram: A Consumer Culture Analysis of “KIS MINT” through @kisduludong Kumala Hayati; Nurfarah Nidatya; Garcia Krisnando Nathanael
Soshum: Jurnal Sosial dan Humaniora Vol. 15 No. 1 (2025): March 2025
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/soshum.v15i1.19-28

Abstract

Kis Mint, traditionally known as a candy brand for children, aims to expand its market reach to teenagers and adults while maintaining a competitive position in the industry. With over 163 million users, Instagram serves as a strategic platform for branding and consumer engagement. This study examines Kis Mint’s branding strategy on Instagram (@kisduludong) through the lens of consumer culture. Using a qualitative case study approach, data were collected through unstructured interviews, participant observation, and digital document analysis. The findings reveal that Kis Mint employs three key branding strategies: (1) aligning its marketing with the lifestyles of teenagers and adults who carry candy as a daily necessity, (2) catering to diverse taste preferences by offering fresh and sweet flavours for teenagers and sour variations for adults mindful of sugar intake, and (3) utilizing individual packaging to maintain a mature appeal for adult consumers. Additionally, Kis Mint maximizes Instagram’s features, particularly its feed, to highlight product benefits such as breath-freshening properties while fostering social interaction through interactive content like quizzes. These strategies collectively enhance Kis Mint’s brand positioning and engagement on social media.
The Issue Management Process Of The Parliamentary News Bureau Of The Indonesian House Of Representatives (DPR RI) In Maintaining Reputation : The TNI Law 2025 Ratification Case Hiya Rain Nahdhah; Kumala Hayati
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol. 10 No. 02. (2026): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v10i02..168

Abstract

The ratification of the TNI law by the DPR RI triggered public opinion and negative sentiment in the media that had the potential to affect the reputation of the institution. This condition demands the strategic role of the Parliamentary News Bureau of the Secretariat General of the House of Representatives in managing issues. This study aims to analyze the implementation of issue management by the Bureau in maintaining the reputation of the institution by using the theory of Issue Management Howard Chase and Barry Jones. This study uses a descriptive qualitative approach with sampling techniques carried out by Purposive Sampling techniques, where data are collected through in-depth interviews with selected informants and internal document searches within the Parliamentary News Bureau of the Secretariat General of the House of Representatives. The results showed that issue management was carried out systematically through the stages of identification, analysis, determination of strategy, action programming, and evaluation. The success can be seen from the decrease in the negative tone of the news related to the TNI Act and the strengthening of the Bureau's role as a supporting system in mitigating institutional image. Despite facing institutional obstacles, the Bureau has initiated measures to strengthen internal communication and preparedness.
Co-Authors Ali, Anuar Anindita Lintangdesi Afriani Anindita Lintangdesi Afriani Anter Venus Ariestanty, Camelia Ayu Wardani AYU WARDANI, AYU BEDDU, MEGAWATI Cahyani, Intan Putri Chandra, Bastian Didavieny, Keysha Drina Intyaswati Firdaus Yuni Dharta Fitri Aprilananda Yuliyani Fitria Ayuningtyas Garcia Krisnando Nathanael Hartanto, Hartanto Hiya Rain Nahdhah Mohamad Syahriar Sugandi Mozart Malik Ibrahim Nurfarah Nidatya Nuril Ashivah Misbah Nuril Ashivah Misbah Sabrina, Uray Nada Salsabillah Putri, Chynika Saraswati, Dini Putri Sindy Yulia Putri Suprayitno, Dede Syadewa, Ian Tihasanah, Elisa Zahra Putri Zahwa, Aulia Putri