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All Journal Sadharananikarana: Jurnal Ilmiah Komunikasi Hindu Widya Sandhi: Jurnal Kajian Agama, Sosial dan Budaya Jurnal Ilmu Komunikasi Sophia Dharma: Jurnal Filsafat Agama Hindu dan Masyarakat Dharma Sevanam : Jurnal Pengabdian Masyarakat Paryaṭaka : Jurnal Pariwisata Budaya dan Keagamaan Samvada: Jurnal Riset Komunikasi, Media, dan Public Relation Waisya : Jurnal Ekonomi Hindu BICARA: Jurnal Ilmu Komunikasi Widya Kumara: Jurnal Pendidikan Anak Usia Dini Moneter : Jurnal Ekonomi dan Keuangan Engagement: Jurnal Pengabdian Kepada Masyarakat Journal of Digital Media Communication
Sayu Kadek Jelantik
Institut Agama Hindu Negeri Gde Pudja Mataram
Religion 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 Library & Information Science Neuroscience Social Sciences Other

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Optimalisasi Komunikasi Humas dalam Membangun Brand Image SMAN 4 Mataram Kadek Artadi; I Wayan Astraguna; Sayu Kadek Jelantik
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.6154

Abstract

This study aims to analyze the public relations communication strategy in building the brand image of SMAN 4 Mataram in the digital era, as well as to identify the challenges faced and optimization efforts undertaken. The research is grounded in the growing demand for educational institutions to adapt to the dynamics of digital public communication. The theoretical framework is based on the Excellence Theory by Grunig & Grunig and the Brand Image theory by Aaker. A descriptive qualitative approach was employed, with the research subjects comprising the public relations team and the school principal, and the research objects focused on communication strategies and public perception. Informants included students, parents, alumni, and community members selected through purposive sampling. Data collection techniques included participatory observation, in-depth interviews, open-ended questionnaires, and document studies. Data were analyzed using Miles and Huberman’s interactive model. The findings reveal that the public relations communication strategy has been directed toward digital and collaborative efforts; however, it still encounters obstacles such as budget limitations, low public responsiveness, and insufficient human resource capacity. Optimization efforts have been carried out through media diversification, strengthening external relations, and innovating public communication programs.
Strategi Reaktivitas Tiktok Membangun Citra Merek Daihatsu PT Prima Parama Mobilindo I Gusti Ayu Putri Wulandari; Sayu Kadek Jelantik; I Wayan Astraguna
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.6177

Abstract

This study examines the reactivation strategy of the TikTok account as an effort by PT Prima Parama Mobilindo to build Daihatsu’s brand image in the digital era. The main issue addressed in this research stems from the company’s limited digital activity despite TikTok’s vast potential as a brand communication medium. The purpose of this study is to describe the strategy for reactivating the TikTok account, analyze the internal and external factors influencing its formulation, and explore the internal stakeholders’ perceptions of TikTok’s role in shaping Daihatsu’s brand image. A qualitative descriptive approach was employed, with data collected through non-participatory observation, in-depth interviews, and documentation studies. Data analysis was conducted based on the theories of Brand Image, Integrated Marketing Communication, and Social Media Marketing. The findings reveal that the reactivation strategy focuses on producing creative and interactive content aligned with platform trends and collaborating with influencers. Internal factors such as limited human resources and technical capability pose major challenges, while external factors including the dynamics of social media trends and consumer behavior serve as key driving forces. The TikTok reactivation has been proven to strengthen Daihatsu’s image as a modern, friendly, and digitally adaptive brand.
Co-Authors Adnyana, Ida Bagus Dirga Wira Ayu Ika Puri Dasih, I Gusti Ayu Ratna Pramesti HARNIKA, NI NYOMAN I Gusti Agung Satria I Gusti Ayu Putri Wulandari I Kadek Dwi Jendra Panida I Ketut Putu Suardana I MADE SUDARMA I Wayan Ardhi Wirawan I Wayan Astraguna I Wayan Astraguna IDA KADE SUPARTA Juniawan, Ida Bagus Heri Kadek Artadi Maulany, Nazala Noor Ni Putu Sasmika Dewi Puja Alingga Sugyana Putri, Ni Nyoman Ngurah Destri Rieka Yulita Widaswara Subadra, Dewa Made Kutha Sudarsana, I Wayan Putu Utama Putra, I Putu Gede Untung Widiantari, Made Yanti, Komang Yogi