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Brand Sepatu Compass dalam Masa Sulit: Analisis Penyebab dan Upaya Strategis untuk Keluar dari Krisis di Tahun 2024 Victor Lucas, Ivan; Kresna Noer, Mochammad
Da'watuna: Journal of Communication and Islamic Broadcasting Vol. 6 No. 3 (2026): Da'watuna: Journal of Communication and Islamic Broadcasting
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

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This study aims to analyze the causes of the crisis experienced by the Compass shoe brand in 2024 and identify effective recovery strategies. The background of this study focuses on various factors contributing to the brand's decline, including socio-cultural changes, technological developments, and increasingly fierce market competition. To achieve this objective, this study used a qualitative approach with in-depth interviews and document analysis. The collected data was analyzed using the GE McKinsey Matrix, which helps evaluate Compass's strategic position based on market attractiveness and business strengths. The results indicate that Compass's declining performance was influenced by rapidly changing consumer trends and the brand's inability to adapt to technological innovations and more effective marketing strategies. Based on the GE McKinsey Matrix analysis, the proposed recovery strategy involves increasing product innovation, adjusting marketing strategies, and improving internal management. The conclusions of this study highlight the importance of swift and focused action to overcome the crisis and provide practical recommendations for Compass management in facing future challenges.

The Effect of Social Capital on Employee Brand Advocacy at PT Kimia Farma Diagnostika Namiratul Halimah; Mochammad Kresna Noer
Jurnal Indonesia Sosial Sains Vol. 7 No. 6 (2026): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v7i6.2374

This study analyzes the influence of Social Capital on Employee Brand Advocacy, with Internal Communication as a mediating variable, at PT Kimia Farma Diagnostika (Sumatra 3 Business Unit). The phenomenon of employee advocacy is crucial in the healthcare industry for building public trust, as evidenced by the Edelman Trust Barometer (2024) which shows 71% of global consumers choose brands with strong social reputations. Using a quantitative approach with PLS-SEM analysis on 56 respondents (census sampling), the study found that Social Capital has a significant positive influence on Internal Communication (path coefficient = 0.938, R² = 0.879), and Internal Communication significantly mediates the formation of Employee Brand Advocacy (path coefficient = 0.922, R² = 0.850). The Specific Indirect Effects test results indicate a mediation value of 0.864, suggesting that the combination of strong social relationships (Networking dimension average = 6.44) and organizational information transparency (Risk Culture indicator = 6.46) is the primary determining factor. The Network and Risk Culture dimensions are the most dominant elements in encouraging employees to become brand advocates. The theoretical implication confirms Putnam's social capital theory and Grunig's internal communication excellence theory in the healthcare context. Practically, PT Kimia Farma Diagnostika management should strengthen internal social ties, maintain transparent communication channels, and leverage the productive age employee profile (27-28 years, 48% S1 education) for digital health education campaigns.

The Role of Image Maintenance and Image Creation Factors in Indonesia's Coal Industry by PT. Asiatic Universal Indonesia from the Perspective of Job Feasibility Analysis and the Impact of Economic Growth in East Kalimantan Province Fetrie J.L Maramis; Mochammad Kresna Noer
Journal of World Science Vol. 5 No. 3 (2026): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v5i3.1650

This study is grounded in the global and national challenges faced by the coal industry, particularly the tension between its economic contribution and the increasing environmental and social pressures. In Indonesia, coal remains a key driver of economic growth and employment, especially in resource-rich regions such as East Kalimantan. However, the industry is often associated with negative perceptions related to environmental degradation, which threatens its social legitimacy. The purpose of this study is to analyze the role of image maintenance and image creation strategies implemented by PT Asiatic Universal Indonesia and to examine their impact on job feasibility and regional economic growth. This research employs a descriptive qualitative method, using in-depth interviews, document analysis, and limited observation to obtain comprehensive insights from various stakeholders, including company management, employees, local communities, and government representatives. The findings indicate that image maintenance strategies, such as regulatory compliance, CSR programs, and transparent communication, play a significant role in maintaining public trust and securing the social license to operate. Meanwhile, image creation strategies focusing on economic contributions, job creation, and technological innovation help reshape public perceptions of the coal industry. These strategies collectively contribute to improving job stability, enhancing workforce quality, and increasing employee satisfaction. In conclusion, image management in the coal industry is not merely a communication tool but a strategic mechanism that directly affects employment feasibility and regional economic growth. Effective integration of image maintenance and image creation can ensure business sustainability, strengthen stakeholder relationships, and support long-term economic development.

Strategi Digital Marketing Riot Games melalui Pemanfaatan Media Sosial dalam Membangun Komunitas dan Promosi Game Mochammad Kresna Noer; Annisa Laila Alvi Syahri
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2515

The gaming industry is highly competitive and dynamic, making it crucial to understand approaches to maintaining user engagement and creating meaningful digital experiences. This study also highlights the challenges and opportunities faced in managing a global community. This study aims to analyze Riot Games' digital marketing strategy in utilizing social media as a cross-media strategy node to build a digital community and strengthen the promotion of game products. This study explores how Riot Games integrates social media in participatory marketing practices, as well as identifies the strengths and challenges in managing a global community in the gaming industry. This study uses a descriptive qualitative approach, with content analysis of Riot Games' social media content (X, Instagram, YouTube, Twitch), public documentation, and literature studies. SWOT evaluation is carried out to assess the company's internal and external factors. The results show that Riot Games is proven to implement an integrated digital marketing strategy, by customizing content according to the characteristics of the platform and prioritizing community involvement. The 7P elements, especially Promotion, People, and Process, are optimized to create consistent and immersive two-way interactions. This study shows the importance of community as the center of digital marketing strategies. Riot Games' cross-media approach can serve as a model for other companies in building user loyalty and competitive advantage in the digital economy. Abstrak Persaingan industri game sangat kompetitif dan dinamis sehingga penting untuk memahami pendekatan dalam mempertahankan keterlibatan pengguna dan menciptakan pengalaman digital yang bermakna. Kajian ini juga menyoroti tantangan dan peluang yang dihadapi dalam mengelola komunitas global. Penelitian ini bertujuan untuk menganalisis strategi digital marketing Riot Games dalam memanfaatkan media sosial sebagai simpul strategi lintas-media untuk membangun komunitas digital dan memperkuat promosi produk game. Kajian ini mengeksplorasi bagaimana Riot Games mengintegrasikan media sosial dalam praktik pemasaran yang partisipatif, serta mengidentifikasi kekuatan dan tantangan dalam pengelolaan komunitas global di industri game. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan analisis isi terhadap konten media sosial Riot Games (X, Instagram, YouTube, Twitch), dokumentasi publik, dan studi literatur. Evaluasi SWOT dilakukan untuk menilai faktor internal dan eksternal perusahaan. Hasil penelitian menunjukkan bahwa Riot Games terbukti menerapkan strategi digital marketing yang terintegrasi, dengan menyesuaikan konten sesuai karakteristik platform dan mengedepankan keterlibatan komunitas. Elemen 7P khususnya Promotion, People, dan Process dioptimalkan untuk menciptakan interaksi dua arah yang konsisten dan imersif. Studi ini menunjukkan pentingnya komunitas sebagai pusat strategi pemasaran digital. Pendekatan lintas-media yang dilakukan Riot Games dapat menjadi model untuk perusahaan lain dalam membangun loyalitas pengguna dan keunggulan kompetitif di era ekonomi digital. Abstrak Persaingan industri game sangat kompetitif dan dinamis sehingga penting untuk memahami pendekatan dalam mempertahankan keterlibatan pengguna dan menciptakan pengalaman digital yang bermakna. Kajian ini juga menyoroti tantangan dan peluang yang dihadapi dalam mengelola komunitas global. Penelitian ini bertujuan untuk menganalisis strategi digital marketing Riot Games dalam memanfaatkan media sosial sebagai simpul strategi lintas-media untuk membangun komunitas digital dan memperkuat promosi produk game. Kajian ini mengeksplorasi bagaimana Riot Games mengintegrasikan media sosial dalam praktik pemasaran yang partisipatif, serta mengidentifikasi kekuatan dan tantangan dalam pengelolaan komunitas global di industri game. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan analisis isi terhadap konten media sosial Riot Games (X, Instagram, YouTube, Twitch), dokumentasi publik, dan studi literatur. Evaluasi SWOT dilakukan untuk menilai faktor internal dan eksternal perusahaan. Hasil penelitian menunjukkan bahwa Riot Games terbukti menerapkan strategi digital marketing yang terintegrasi, dengan menyesuaikan konten sesuai karakteristik platform dan mengedepankan keterlibatan komunitas. Elemen 7P khususnya Promotion, People, dan Process dioptimalkan untuk menciptakan interaksi dua arah yang konsisten dan imersif. Studi ini menunjukkan pentingnya komunitas sebagai pusat strategi pemasaran digital. Pendekatan lintas-media yang dilakukan Riot Games dapat menjadi model untuk perusahaan lain dalam membangun loyalitas pengguna dan keunggulan kompetitif di era ekonomi digital.

Strategi Digital Marketing Riot Games melalui Pemanfaatan Media Sosial dalam Membangun Komunitas dan Promosi Game Mochammad Kresna Noer; Annisa Laila Alvi Syahri
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2515

The gaming industry is highly competitive and dynamic, making it crucial to understand approaches to maintaining user engagement and creating meaningful digital experiences. This study also highlights the challenges and opportunities faced in managing a global community. This study aims to analyze Riot Games' digital marketing strategy in utilizing social media as a cross-media strategy node to build a digital community and strengthen the promotion of game products. This study explores how Riot Games integrates social media in participatory marketing practices, as well as identifies the strengths and challenges in managing a global community in the gaming industry. This study uses a descriptive qualitative approach, with content analysis of Riot Games' social media content (X, Instagram, YouTube, Twitch), public documentation, and literature studies. SWOT evaluation is carried out to assess the company's internal and external factors. The results show that Riot Games is proven to implement an integrated digital marketing strategy, by customizing content according to the characteristics of the platform and prioritizing community involvement. The 7P elements, especially Promotion, People, and Process, are optimized to create consistent and immersive two-way interactions. This study shows the importance of community as the center of digital marketing strategies. Riot Games' cross-media approach can serve as a model for other companies in building user loyalty and competitive advantage in the digital economy. Abstrak Persaingan industri game sangat kompetitif dan dinamis sehingga penting untuk memahami pendekatan dalam mempertahankan keterlibatan pengguna dan menciptakan pengalaman digital yang bermakna. Kajian ini juga menyoroti tantangan dan peluang yang dihadapi dalam mengelola komunitas global. Penelitian ini bertujuan untuk menganalisis strategi digital marketing Riot Games dalam memanfaatkan media sosial sebagai simpul strategi lintas-media untuk membangun komunitas digital dan memperkuat promosi produk game. Kajian ini mengeksplorasi bagaimana Riot Games mengintegrasikan media sosial dalam praktik pemasaran yang partisipatif, serta mengidentifikasi kekuatan dan tantangan dalam pengelolaan komunitas global di industri game. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan analisis isi terhadap konten media sosial Riot Games (X, Instagram, YouTube, Twitch), dokumentasi publik, dan studi literatur. Evaluasi SWOT dilakukan untuk menilai faktor internal dan eksternal perusahaan. Hasil penelitian menunjukkan bahwa Riot Games terbukti menerapkan strategi digital marketing yang terintegrasi, dengan menyesuaikan konten sesuai karakteristik platform dan mengedepankan keterlibatan komunitas. Elemen 7P khususnya Promotion, People, dan Process dioptimalkan untuk menciptakan interaksi dua arah yang konsisten dan imersif. Studi ini menunjukkan pentingnya komunitas sebagai pusat strategi pemasaran digital. Pendekatan lintas-media yang dilakukan Riot Games dapat menjadi model untuk perusahaan lain dalam membangun loyalitas pengguna dan keunggulan kompetitif di era ekonomi digital. Abstrak Persaingan industri game sangat kompetitif dan dinamis sehingga penting untuk memahami pendekatan dalam mempertahankan keterlibatan pengguna dan menciptakan pengalaman digital yang bermakna. Kajian ini juga menyoroti tantangan dan peluang yang dihadapi dalam mengelola komunitas global. Penelitian ini bertujuan untuk menganalisis strategi digital marketing Riot Games dalam memanfaatkan media sosial sebagai simpul strategi lintas-media untuk membangun komunitas digital dan memperkuat promosi produk game. Kajian ini mengeksplorasi bagaimana Riot Games mengintegrasikan media sosial dalam praktik pemasaran yang partisipatif, serta mengidentifikasi kekuatan dan tantangan dalam pengelolaan komunitas global di industri game. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan analisis isi terhadap konten media sosial Riot Games (X, Instagram, YouTube, Twitch), dokumentasi publik, dan studi literatur. Evaluasi SWOT dilakukan untuk menilai faktor internal dan eksternal perusahaan. Hasil penelitian menunjukkan bahwa Riot Games terbukti menerapkan strategi digital marketing yang terintegrasi, dengan menyesuaikan konten sesuai karakteristik platform dan mengedepankan keterlibatan komunitas. Elemen 7P khususnya Promotion, People, dan Process dioptimalkan untuk menciptakan interaksi dua arah yang konsisten dan imersif. Studi ini menunjukkan pentingnya komunitas sebagai pusat strategi pemasaran digital. Pendekatan lintas-media yang dilakukan Riot Games dapat menjadi model untuk perusahaan lain dalam membangun loyalitas pengguna dan keunggulan kompetitif di era ekonomi digital.

The Community Relations Strategy Through the 9th NextDev Program as the Implementation of Corporate Social Responsibility by PT Telekomunikasi Selular (Telkomsel) Dhea Andita Sari Saroso; Mochammad Kresna Noer
ULTIMA Comm Vol 16 No 2 (2024): ULTIMACOMM
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v16i2.4045

The growth of digital startups in Indonesia faces major challenges, including limited access to funding, low digital literacy, and uneven infrastructure, which hinder business sustainability. PT Telekomunikasi Selular (Telkomsel), through its CSR program "9th NextDev" themed Growing to Inspire, aims to address these issues by strengthening the digital startup ecosystem using a community relations approach. This program serves as a strategic initiative to drive digital innovation while supporting social sustainability within Indonesian communities. This study explores Telkomsel's community relations strategy in building sustainable relationships with digital startup communities. The focus is on how the 9th NextDev program supports training, business development, and the empowerment of digital communities as part of the company's corporate social responsibility (CSR). Using a qualitative case study approach, this research applies Edmund M. Burke's theory, which includes three main pillars: Building Sustainable Relationships of Trust, Managing Community Issues and Concerns, and Using Community Support Programs to Build Trust. The findings indicate that the program successfully establishes sustainable relationships through transparent information sharing, two-way communication, and active community engagement. To address community issues, the program identifies the specific needs of startups, resolves conflicts, and responds promptly to challenges such as limited digital literacy and technology adoption in regions with inadequate infrastructure. Through mentoring, technical training, and access to business networks, the program strengthens the foundation of startups and fosters inclusivity. Despite persistent infrastructure challenges, socially relevant technology-based solutions have enabled 9th NextDev to enhance startup sustainability while boosting Telkomsel's reputation as a leader in sustainable digital innovation in Indonesia.

Membentuk Perilaku Aman Bekerja dengan Menganalisa Komunikasi Internal dalam Mengedukasi K3 di PT XYZ Gina Wardhani; Mochammad Kresna Noer
Comit: Communication, Information and Technology Journal Vol. 4 No. 1 (2026): Comit: Communication and Information Journal
Publisher : IAI Nasional Laa Roiba Bogor

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The complexity of the production process, the use of heavy equipment, and working conditions in the field demand the strict implementation of Occupational Health and Safety (OHS) systems in the mining industry. Unsafe behavior from workers is the leading cause of accidents. PT. XYZ has shown good performance in workplace safety, as evidenced by various awards in the field of occupational safety. However, it is important to understand that this success is not only determined by systems and policies but also by the communication processes that occur within the organization. Based on this, this study aims to analyze internal communication in the internal communication process applied by PT XYZ to shape safe working behavior. This study uses a descriptive qualitative method with data collection techniques through in-depth interviews with several key informants. The research results show that out of 22 key informants, it was found that communication is carried out through various formal and informal channels, such as toolbox meetings, safety talks, pre-start meetings, safety briefings, OHS training, safety alerts, safety posters, digital media, as well as direct communication by supervisors and OHS practitioners in the field. Communication doesn't just happen vertically from management to workers, but also horizontally and diagonally through coordination among employees, supervisors, and relevant departments. This shows that internal communication is an important part of implementing a safety culture in the company. So, the goal of internal communication in supporting OHS implementation and building a safety culture in the company has been achieved well, even though some aspects of its execution still need improvement.

The Effect of Store Atmosphere on Customer Satisfaction at the Semangat Baru Namrole Billiards Business Dourstygo Novenry Lesnussa; Mochammad Kresna Noer
Journal of World Science Vol. 5 No. 7 (2026): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v5i7.1689

The entertainment and leisure sector business is currently experiencing rapid growth, including billiards venues that have evolved from mere gaming facilities to social spaces for customers to gather, relax, and build relationships. In this competitive landscape, business owners must not only provide quality gaming facilities but also create a comfortable, attractive, safe, and customer-oriented environment that matches the preferences of local customers. Namrole's New Spirit Billiards operates with a distinctive open ventilation concept that allows natural air flow into the business premises, creating a cool environment without relying on air conditioning or fans, equipped with a strategic location in front of the district/city road, the availability of snacks, coffee, noodles, and bread, as well as a free game bonus 15 minutes after booking one hour. This study aims to analyze the influence of store atmosphere on customer satisfaction in Namrole's New Spirit Billiards business. This research used a quantitative approach with a survey method by distributing questionnaires to customers. The independent variable is store atmosphere, while the dependent variable is customer satisfaction. Data analysis techniques include validity test, reliability test, classical assumption test, simple linear regression analysis, t-test, and coefficient of determination. The results are expected to show that store atmosphere has a positive effect on customer satisfaction. This study provides practical implications for the management of Billiard Semangat Baru Namrole to maintain a natural, simple, strategic, and customer-friendly atmosphere as a strategy to increase customer satisfaction and loyalty.

Strategi PR Adaptif Humas LPP TVRI Bali melalui Storytelling Digital A.A.A. Ngurah Sumitha Ghanjali; Mochammad Kresna Noer
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.7303

The development of digital technology has significantly transformed public relations practices in LPP TVRI Bali, particularly in creating some content more interactive, participatory, and data-driven communication patterns. This study aim to give some analyzes how the adaptive PR strategy implemented by public relations division through digital storytelling to build the reputation of the institutional image and engagement of audience in digitalization era. The research employs a qualitative descriptive method with an approach with a case study. Data were collected through in-depth interview, observation of digital communication activities, and documentation from Instagram content of @humastvribali. The findings reveal that digitalization in media transformation has shifted by the role of PR practitioners from delivering the merely disseminating information to manage the reputation also producing strategic content based on real-time. Implementation of digital storytelling through human-centered narratives, some content about behind the scenes some program in LPP TVRI Bali, adding creative visual elements, and the use of AI as supporting tool to build the creativeness of content production. Strategy evaluation is conducted based on engagement metrics such as likes, shares and growth’s follower. The strategy gain the support from the organizational through training and technological facilities for strengthening the effectiveness of the strategy.

Strategi Komunikasi Digital Brand Lokal di Instagram: Analisis Naratif dan Visual : Studi pada Masker Kelor Icha Putri Andini Sitinjak; Mochammad Kresna Noer
JURNAL ILMIAH SAINS TEKNOLOGI DAN INFORMASI Vol. 4 No. 4 (2026): Oktober : JURNAL ILMIAH SAINS TEKNOLOGI DAN INFORMASI (JITI)
Publisher : CV. ALIM'SPUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jiti.v4i4.2503

This study examines the digital communication strategy of Masker Kelor, a local herbal skincare brand, through Instagram by focusing on the integration of narrative and visual elements in building brand image. The study aims to analyze the implementation of digital narratives and visual branding and their contribution to creating a consistent brand image. A qualitative descriptive approach was employed, with data collected through observation of Instagram content and interviews with the brand manager. Data analysis focused on digital communication strategies, narrative elements, visual branding, and brand image formation. The findings reveal that Masker Kelor consistently conveys messages emphasizing natural ingredients and product safety. Its digital narratives apply a problem–solution structure, educational and persuasive messages, consumer testimonials, and audience interaction. The visual branding is characterized by consistent colors, kelor leaf imagery, simple typography, and a natural, clean design style. The integration of narrative and visual elements strengthens brand identity and shapes a brand image associated with being natural, safe, and trustworthy. This study highlights that consistent storytelling, visual identity, and audience engagement can support practical digital branding strategies for local small and medium-sized businesses with limited resources.

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