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All Journal Scriptura Channel : Jurnal Komunikasi JPM17: Jurnal Pengabdian Masyarakat Kanal : Jurnal Ilmu Komunikasi Religious: Jurnal Studi Agama-Agama dan Lintas Budaya Jurnal Komunikasi Journal of Economic, Bussines and Accounting (COSTING) urnal Interaksi: Jurnal Ilmu Komunikasi JPP IPTEK (Jurnal Pengabdian dan Penerapan IPTEK) LUGAS Jurnal Komunikasi Journal on Education Jurnal Penelitian Pers dan Komunikasi Pembangunan Jurnal Komunikasi Profesional Business and Finance Journal MEDIALOG: Jurnal Ilmu Komunikasi Jurnal Penelitian Sosial Ilmu Komunikasi Pena Justisia: Media Komunikasi dan Kajian Hukum Bricolage : Jurnal Magister Ilmu Komunikasi Communication Communicology: Jurnal Ilmu Komunikasi Journal of Media and Communication Science (JcommSci) JURNAL LENSA MUTIARA KOMUNIKASI Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Mediakom : Jurnal Ilmu Komunikasi Bubungan Tinggi: Jurnal Pengabdian Masyarakat Jurnal Ilmu Manajemen Terapan (JIMT) Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal of Environmental, Sustainability, and Social Science International Journal of Computer and Information System (IJCIS) PROPAGANDA Calathu: Jurnal Ilmu Komunikasi Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam Indonesian Journal of Social Science Research Jurnal Visi Komunikasi Jurnal Locus Penelitian dan Pengabdian Peka: Jurnal Pengabdian Kepada Masyarakat Scriptura: Jurnal Ilmiah Komunikasi Jurnal Komunikasi Global JPLED Mediator: Jurnal Komunikasi Jurnal Spektrum Komunikasi IIJSE QOSIM: Jurnal Pendidikan, Sosial & Humaniora Branding: Jurnal Manajemen & Bisnis Proceedings of International Conference on Islamic Economic Finance and Social Finance
Hilda Yunita Wono
Universitas Ciputra
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Strategic Public Relations in the 130th Anniversary Celebration of RSK Mojowarno Hermawan, Jessica Nathalia; Wono, Hilda Yunita
Indonesian Journal of Social Science Research Vol. 6 No. 1 (2025): Indonesian Journal of Social Science Research (IJSSR)
Publisher : Future Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijssr.06.01.04

Abstract

Public relations (PR) plays a crucial role in shaping the reputation of healthcare institutions, particularly in building long-term, value-based relationships with the public. In faith-based hospitals, PR efforts are not only about disseminating information but also about reinforcing institutional identity, trust, and emotional engagement through meaningful communication. This study investigates the public relations strategy employed by RSK Mojowarno during its 130th anniversary, which served as a commemorative moment to amplify the hospital’s presence, introduce new healthcare services, and strengthen its public image by integrating Christian values into its messaging. Rather than treating the anniversary as a ceremonial event alone, the hospital implemented a strategic PR campaign involving participatory activities that aligned with both institutional goals and community interests. The research adopts a quasi-qualitative approach using a case study method. Data were gathered through in-depth interviews with internal stakeholders such as PR staff, human resources personnel, and external community figures, including village leaders. NVivo 15 software was used to assist in thematic coding and analysis, focusing on four dimensions: PR objectives, planning, implementation, and effectiveness. The findings reveal that the strategy centered on three main objectives: promoting healthcare services, reinforcing institutional branding, and engaging with the local community. These were achieved through a series of initiatives such as community health services, blood donation drives, educational seminars, media publication through both digital and offline channels, and collaboration with sponsors and religious institutions. Furthermore, the success of the strategy was measured by event participation, the achievement of program targets, and positive public feedback, especially from social media platforms and direct community responses. The study concludes that commemorative PR, when guided by clear objectives and grounded in institutional values, can serve as an effective approach for enhancing public trust, fostering meaningful relationships, and sustaining a positive institutional image within the healthcare sector.
The Role of Integrated Marketing Communication in SMA Thursina IIBS Brennadiva, Allodia Astried; Wono, Hilda Yunita
Indonesian Journal of Social Science Research Vol. 6 No. 1 (2025): Indonesian Journal of Social Science Research (IJSSR)
Publisher : Future Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijssr.06.01.11

Abstract

This study examines the implementation of Integrated Marketing Communication (IMC) strategies at SMA Thursina IIBS Malang, a private Islamic boarding school that combines traditional boarding school values with international education standards. In Indonesia, where the majority of the population is Muslim, religious-based boarding schools have become a significant educational option. SMA Thursina IIBS Malang stands out for its ability to integrate Islamic values with a globally competitive curriculum, making it an attractive choice for many parents. The main objective of this research is to identify and evaluate the IMC elements used by the school to attract prospective students’ parents, with a focus on how tools such as advertising, public relations, personal selling, direct marketing, and digital or social media promotion are strategically coordinated to support the institution’s marketing goals. Using a quasi-qualitative case study approach, this research gathers data through structured interviews with key stakeholders, including school leaders, public relations personnel, and both current and prospective parents. The findings are expected to offer valuable insights into how IMC can be effectively applied in a specialized educational context, particularly in Islamic boarding schools with international standards. Furthermore, the study aims to provide practical recommendations for SMA Thursina IIBS Malang to strengthen its marketing communication strategy and serve as a reference model for similar institutions across Indonesia.
The The Influnce of Tiktok Marketing Content on Skintific Brand Image Kezia Angelique RIWONG; Hilda Yunita WONO
International Journal of Environmental, Sustainability, and Social Science Vol. 5 No. 4 (2024): International Journal of Environmental, Sustainability, and Social Science (Jul
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v5i4.978

Abstract

In the digital age, social media has become an essential part of daily life, revolutionizing communication. In 2023, Indonesia saw a significant rise in social media users, reaching 167 million. This growth has notably impacted various areas, particularly business marketing. TikTok, a popular platform known for its user-friendly algorithm, has been utilized by brands like SKINTIFIC, a skincare company, for marketing purposes in Indonesia. Researchers are intrigued by whether SKINTIFIC's TikTok marketing content affects its brand image. This study employs a descriptive quantitative approach, focusing on the correlation between TikTok marketing content and SKINTIFIC's brand image, based on marketing and brand image theories. Using simple linear regression analysis, the study finds that TikTok marketing content influences brand image by 53%. Consequently, SKINTIFIC is recommended to enhance its TikTok marketing content to bolster its brand image
Consumer Preferences for Integrated Marketing Communication Expert28 Cafe Kediri Ricky Oktaf MESSAKH; Hilda Yunita WONO; Jessica Nathalia HERMAWAN
International Journal of Environmental, Sustainability, and Social Science Vol. 5 No. 4 (2024): International Journal of Environmental, Sustainability, and Social Science (Jul
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v5i4.1027

Abstract

Tourism is a major source of income for Indonesia, and Kediri is a popular destination for various types of tourism businesses. Expert28 Cafe Kediri, a local coffee shop brand, has successfully faced competition from other cafes by implementing effective marketing strategies. Integrated Marketing Communication (IMC) is the key approach used by Expert28 Cafe Kediri to attract potential customers. The cafe has implemented several IMC activities, including advertising, direct marketing, sales promotion, and digital marketing. To understand consumer preferences for these activities, a descriptive quantitative study was conducted using a questionnaire. The study involved 71 respondents who were Expert28 Cafe Kediri consumers familiar with the IMC activities. The analysis revealed that consumers preferred digital marketing the most, followed by advertising, direct marketing, and sales promotion. This study's findings provide valuable insight to help Expert28 Cafe Kediri enhance their marketing strategies by focusing on the most preferred IMC activities, particularly digital marketing.
Social Media Influence on First-Time Voters’ Participation in Digital Democracy Christabella Angelina WIDJAYA; Hilda Yunita WONO
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 1 (2025): International Journal of Environmental, Sustainability, and Social Science (Jan
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i1.1344

Abstract

This study aims to investigate the influence of social media on political participation among first-time voters, focusing on students from the Faculty of Communication at a private university in East Java during the 2024 Presidential Election. Utilizing a quantitative descriptive method, the research involved 143 respondents selected through purposive sampling based on specific criteria. Data was collected via a structured questionnaire and analyzed using a simple linear regression model. The findings revealed a statistically significant positive relationship between social media usage and political participation, expressed through the regression equation Y = 3.011 + 0.290X. The R² value of 0.097 indicates that social media contributes to 9.7% of the variation in political participation. These results support the Stimulus-Organism-Response (SOR) theory, suggesting that social media acts as an effective stimulus that shapes young voters' political attitudes and behaviors. The study emphasizes the strategic role of social media in fostering civic engagement among youth and suggests further research on content types and platform dynamics that drive participation.
Consumer Choices Regarding the Application of Integrated Marketing Communication (IMC) Strategies at Yoong Motor Indonesia Kevin UTOMO; Hilda Yunita WONO
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 2 (2025): International Journal of Environmental, Sustainability, and Social Science (Mar
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i2.1371

Abstract

Social media has become a fundamental aspect of daily life, including in Indonesia, where numerous businesses, including those in the automotive industry, utilize it to drive sales and enhance their market reach. Through platforms like Instagram and YouTube, Yoong Motor Indonesia has effectively showcased its products, engaged with customers, and expanded its branch network across the country. The goal of this study is to understand consumer preferences regarding the Integrated Marketing Communication (IMC) approach used by Yoong Motor Indonesia, a company specializing in the sale of vehicle lighting. This research uses a quantitative descriptive method, which outlines issues based on data without comparing variables. The sample consisted of 100 consumers of Yoong Motor Indonesia, selected through purposive sampling, and a Likert scale-based questionnaire was used for data collection. The validity of the instrument was tested with an r value greater than 0.3, while reliability was assessed using Cronbach’s Alpha, which exceeded 0.6. The data was analyzed using weighting and average calculations to assess consumer preferences. The findings show that Yoong Motor Indonesia’s IMC strategy successfully impacted consumer preferences through integrated communication channels like social media, direct marketing, sales promotions, and sponsorships. The study confirmed that the questionnaire was both valid and reliable, with a significance value of less than 0.05 and a Cronbach’s Alpha higher than 0.7. The most influential IMC strategy was digital marketing (1.89), followed by advertising (1.95), sponsorship (1.96), sales promotions (2.10), and direct marketing (2.24).
The Relationship Between Leadership's Interpersonal Communication and Team Performance at Love Strings Event Organizer Surabaya Johan Wijaya TJENDRA; Hilda Yunita WONO
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 3 (2025): International Journal of Environmental, Sustainability, and Social Science (May
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i3.1374

Abstract

His study aims to analyze the impact of leadership's interpersonal communication on employee performance at Love Strings Event Organizer Surabaya. The research, conducted using a quantitative descriptive approach, involved 50 respondents from both full-time and freelance employees, with data collected through a Google Form questionnaire. The analysis revealed a positive and significant influence of leadership's interpersonal communication on employee performance. The simple linear regression analysis showed a regression coefficient of 0.873 with a significance level of 0.009, indicating that the better the communication between leadership and employees, the higher the performance achieved. The R² value of 0.860 indicates that 86% of the variation in employee performance can be attributed to the quality of leadership's interpersonal communication. In the dynamic and fast-paced event organizer industry, clear, open, and targeted communication proved to foster effective teamwork, enhance coordination, and increase individual and group responsibility. This study emphasizes the significance of effective communication in leadership development and team management, particularly in project-based settings.
Digital Marketing Communication Strategy at Gradin Agency in Building Brand Image Nirwan, Raslika Sharfina; Herdono, Ismojo; Wono, Hilda Yunita
International Journal of Environmental, Sustainability, and Social Science Vol. 7 No. 2 (2026): International Journal of Environmental, Sustainability, and Social Science (Mar
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v7i2.975

Abstract

The digital marketing communication strategy plays an important role in the era of rapid technological development. Companies must adapt to maintain consumer interest and drive sales. Many companies compete by promoting their products and brand to ensure consumer recognition. To achieve this, companies employ various digital tools to build brand recognition. This study aims to understand how digital marketing communication strategies shape brand image at Gradin agency. The research employs theories of communication strategy, marketing communication, digital marketing, and brand image. This quasi-qualitative research systematically describes the research object using communication strategy, digital marketing, and brand image theories. The method includes interviews and documentation to enhance data analysis related to organizational communication at Gradin agency. Researchers developed research instruments, including interview guidelines and questions based on research indicators. The result is an innovative digital marketing communication strategy, optimizing website features, creating interactive content on Instagram and TikTok, communicating with consumers through email marketing, and optimizing content and keywords for SEO. These strategies help Gradin create a positive brand image.
The Influence of Differentiation Strategy on Competitive Advantage through Product Positioning, Moderated by Competition Intensity: A Study of O Coffee Kandis Pangaribuan, Siska Devawati; Wono, Hilda Yunita
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 1 (2026): Dinasti International Journal of Economics, Finance & Accounting (March-April 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i1.6609

Abstract

Increasing competition in the coffee shop industry encourages businesses to develop differentiation strategies that can create competitive advantage. This study aims to analyze the effect of differentiation strategy on competitive advantage through product positioning, as well as to examine the moderating role of competitive intensity at O Coffee Kandis, Siak Regency, Riau. A quantitative approach was employed using a sample of 190 consumer respondents. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The results indicate that differentiation strategy has a positive and significant effect on product positioning (β = 0.105; p = 0.025) and competitive advantage (β = 0.121; p = 0.012). Product positioning partially mediates this relationship with a significant indirect effect. Competitive intensity shows a strong direct effect on product positioning (β = 0.777; p < 0.001) but fails to moderate the relationship between differentiation strategy and product positioning (β = 0.047; p = 0.311). The structural model explains R² = 0.64 for product positioning and R² = 0.45 for competitive advantage. These findings contribute to the marketing strategy literature by highlighting the importance of product positioning as a mechanism that bridges differentiation strategies in creating competitive advantage.
Analisis dan Perancangan Strategi Marketing Mix 7p pada Usaha Jasa Pengiriman Ekspedisi Podo Joyo di Kota Gresik Ervan Nurcahyadi; Hilda Yunita Wono
Jurnal Manajemen Pendidikan dan Ilmu Sosial Vol. 7 No. 3 (2026): Jurnal Manajemen Pendidikan dan Ilmu Sosial (April - Mei 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v7i3.8194

Abstract

Persaingan industri jasa pengiriman dan logistik yang semakin ketat mendorong usaha ekspedisi lokal untuk memiliki strategi pemasaran yang mampu menjaga keberlanjutan usaha dan memperkuat daya saing. Penelitian ini bertujuan untuk menganalisis dan merancang penerapan strategi marketing mix 7P pada Usaha Jasa Ekspedisi Podo Joyo di Kota Gresik. Penelitian ini menggunakan pendekatan kualitatif eksplanatif. Data dikumpulkan melalui wawancara mendalam dan dokumentasi dengan melibatkan lima informan kunci yang terdiri atas rekanan usaha, driver, pelanggan bisnis, pelanggan individu, dan bagian sales. Analisis data dilakukan melalui open coding, axial coding, dan selective coding dengan bantuan perangkat lunak NVivo, sedangkan keabsahan data diperkuat melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa marketing mix 7P pada Ekspedisi Podo Joyo tidak dijalankan sebagai unsur yang berdiri sendiri, melainkan berkembang melalui praktik layanan sehari-hari. Penelitian ini menemukan dua konstruksi strategi utama, yaitu Operational Reliability Advantage dan Sustainable Value Relationship Strategy. Integrasi keduanya membentuk Reliability Value Relationship Strategy yang menekankan konsistensi operasional, harga yang rasional, nilai layanan, dan hubungan pelanggan jangka panjang.
Co-Authors AA Sudharmawan, AA Agoestinus Lis Indrianto, Agoestinus Lis Agung Prasetyo Albertus Prihayudi Purnawijaya Alyssa Saqina Nabila Parmadi Andi Budi Sulistijanto Anggajaya, Robby Juanphilibert Ariani, Nafiah Asriani Alimuddin Azalea Abril Hermanto Bela Ayu Safitri Brennadiva, Allodia Astried Bunga Feby Nabilla Burhan Bungin Calysta, Keisya Charly Hongdiyanto Christabella Angelina WIDJAYA Christina Whidya Utami Dheandra Mutiara Kayana Edson Abrar Rasendria Prabaswara Efendi, Usman Ellen Lawrencia Yahya Emre Omar Ergita Jeny Ardane Shwari Ergita Jeny Ardaneshwari Eric Harianto Erica Cresentia Kurniawan Ervan Nurcahyadi Felita Purnomo Felita Purnomo Fika Fatimah Fikri Alvhirino Fitrani Amin Fitriani Fitriani Frederikus Fios Gabriela Laras Dewi Swastika Gabriela Swastika Goenawan, Anastashya Gunawan, Fayola Feivel Gunawan, Gabrielle Chleonadya Hadassah Elisha Karsten Hadjar Chanissa Nur Malika Hadjar Chanissa Nur Malika Hari Minantyo Henni Gusfa HERMAWAN, Jessica Nathalia I Dewa Gde Satrya Widyaduta Imanuel Deny Krisna Aji Indri Murniawaty, Indri Irmawati Oktavianingtyas Ismojo Herdono Jayawarsa, A.A. Ketut Jefferson Ronaldo Jessica Nathalia HERMAWAN Jessica Nathalia Hermawan Jessica Nathalia Hermawan Johan Wijaya TJENDRA Justin Niaga Siman Juntak Kaihatu, Thomas S Karina Enny Agustina Karsten, Hadassah Elisha KASHOGIE, Natanael Axelino Antari Kevin UTOMO Kezia Angelique RIWONG Kirana Ratu Sekar Kedaton Kristianto, Bernard Realino Danu Kuncoro Dewi Rahmawati Kyla Azalis Prasetio Levani Delsie Putri Pangalila Lexi Pranata Budidharmanto Louisa Christine Hartanto Lucky Cahyana Subadi M. Masad Masrur Masad Masrur Michael Ivan Reinald Michael Ivan Reinald Michelle Angela Michelle Baby Natalie Monika Teguh Muh. Rifqy Hasbullah Naomi Aryandini Subagio Nicodemus Koli Nirwan, Raslika Sharfina Novaldo, Novldo Nyoman Puspa Asri Oktavianingtyas, irmawati Pandy, Shakira Fayola Pangaribuan, Siska Devawati Patricia Adeline Valerie Soema Prakusya, Wildan Bima Putri, Nabila Zulfiniar R. Ayu Erni Jusnita Reni Dwi Wahyuni Reynaldo Raffael Ria Agustania Kartikasari Ricky Oktaf MESSAKH Ronald Samuel Bio Amos Mbaroputera Ronda, Mirza Rustono - Shafia Salsabila Sherell Allycia Gievierna Silvia Arviana Siska Armawati Sufa Stacey, Nicholle Stefani Natania Setiyo Sumantri Stepanus, Kelvin Sunarto Sunarto Suniati, Fransisca Supriaddin, Nofal Susan Jaya Witama Tanurahardja, Devina Angela Theodore Jason Santoso TJANDRA, Anthony Udi Rusadi Viadi, Crista Vijayanti, Putu Rheina Witama, Susan Wongso Julian Justin Yavrina Syafarani Yavrina Syafarani Yudiana Indriastuti Yusuf Arjuna Wibawa Zinggara hidayat