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All Journal CHANNEL: Jurnal Komunikasi
Cholifah, Yuristia Wira
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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Analysis of a Persuasive Video on YouTube: A Collaboration between the Indonesian Ministry of Health and the Nahdlatul Ulama to Promote COVID-19 Vaccination in Indonesia Cholifah, Yuristia Wira; Adrianto, Aditya Eko
CHANNEL: Jurnal Komunikasi Vol. 11 No. 1 (2023): CHANNEL: Jurnal Komunikasi 22nd Edition
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/channel.v11i1.250

Abstract

The COVID-19 pandemic in Indonesia led to the collapse of national health facilities and the economy, which resulted in the acceleration of the invention of COVID-19 vaccines. However, only 54.9% of the population is willing to be vaccinated due to fake news or hoaxes. The government urges the public to obey regulations, especially in public spaces, and intensifies socialization through various media, such as YouTube. This study aims to determine the critical elements that compose the video on the YouTube channel so that it can be used as a medium to persuade the wider community. This study used qualitative methods to collect visual and textual data from purposively selected videos and screenshots, which were analyzed using communication theory for persuasion and a constructionist approach to interpret the data and identify variables such as the message's source, characteristics of the recipient, and purpose of the message. The Indonesian Ministry of Health and the Nahdlatul Ulama Executive Board collaborated to create a 2-minute, 53-second video on the importance of vaccination in Indonesia, particularly for Muslims. The video features PBNU's Health Head, dr. Syahrizal Syarif effectively educates the public on vaccination's significance and emphasizes community unity to support the government's vaccination program. The communicator in the video successfully positioned himself as a religious leader and doctor. The video is effective in communicating three key messages. It uses persuasive communication theory, using YouTube's power to influence people's opinions, suggesting that the government should use digital platforms to deliver more messages to the citizens in the future.
The Four Pillars of Islamic Marketing Communication Ethics: A Case Study of @jsrstore on Instagram Cholifah, Yuristia Wira; Rachmiatie, Atie; Rinawati, Rini; Adrianto, Aditya Eko
CHANNEL: Jurnal Komunikasi Vol. 13 No. 2 (2025): CHANNEL: Jurnal Komunikasi 27th Edition
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/channel.v13i2.1680

Abstract

Social media has become a space where brands express Islamic values to build trust and authenticity, raising new ethical questions about the boundary between sincere spirituality and commercial exploitation. This study investigates the ethical discourse of Islamic marketing communication on Instagram through a case study of @jsrstore, the official store of Dr. Zaidul Akbar, a prominent figure in Indonesia’s Islamic wellness movement. Drawing on Kartajaya and Sula’s four-pillar framework of Islamic marketing (teistic, ethical, realistic, and humanistic), the research analyzes how these principles are linguistically and discursively enacted in caption texts and audience interactions. Employing virtual ethnography and qualitative content analysis of 20 Instagram posts, complemented by interview data, the study reveals that @jsrstore consistently embeds spiritual intentionality (niyyah), truthfulness (ṣidq), transparency, and relational care into its digital narratives. This integration transforms commercial messaging into a form of digital da’wah, fostering trust, emotional resonance, and perceived authenticity among Muslim consumers. The findings advance Islamic communication theory by proposing a discourse-based model that transcends symbolic religiosity, demonstrating how ethical values can be performatively realized in social media branding while offering practical insights for marketers seeking to align digital engagement with Islamic ethics in Muslim-majority contexts.
Co-Authors Adrianto, Aditya Eko Atie Rachmiatie Rini Rinawati