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All Journal INFORMASI Komunikator Jurnal The Messenger Jurnal Orasi Isamic Communication Journal MUHARRIK: JURNAL DAKWAH DAN SOSIAL Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis Warta Ikatan Sarjana Komunikasi Indonesia Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Mediakom : Jurnal Ilmu Komunikasi International Journal of Environmental, Sustainability, and Social Science Jurnal Pewarta Indonesia Caraka : Indonesia Journal of Communication Journal of Education Research ASPIRATION Journal El Madani: Jurnal Dakwah dan Komunikasi Islam Journal of Innovation Research and Knowledge Journal of Mathematics Instruction, Social Research and Opinion Mamangan Social Science Journal Eduvest - Journal of Universal Studies Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Harmoni: Jurnal Ilmu Komunikasi Dan Sosial Jurnal Pustaka Dianmas JPNM : Jurnal Pustaka Nusantara Multidisiplin Triwikrama: Jurnal Ilmu Sosial Saber: Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi RESLAJ: Religion Education Social Laa Roiba Journal ARIMA : Jurnal Sosial Dan Humaniora Jurnal Ilmiah Multidisiplin Ilmu Konstitusi: Jurnal Hukum, Administrasi Publik, dan Ilmu Komunikasi Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara Jurnal Kemuhammadiyahan dan Integrasi Ilmu Algebra : Jurnal Pendidikan Sosial dan Sains Orasi: Jurnal Dakwah dan Komunikasi
Makroen Sanjaya
Universitas Muhammadiyah Jakarta
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Physics Public Health Social Sciences Other

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Podcast Mom’s Corner: Ruang Publik Digital untuk Pemberdayaan Perempuan sebagai Ibu Ideal Farrany Alifia Ramadhani; Makroen Sanjaya; Tantan Hermansah
Warta Ikatan Sarjana Komunikasi Indonesia Vol. 8 No. 2 (2025): Warta Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/wartaiski.v8i2.446

Abstract

YouTube as a digital platform, has great potential to deliver educational content. However, in reality, the majority of creators still produce mainstream entertainment content, so its educational function has not been optimized. In this context, the momscorner podcast has emerged with themes of motherhood and parenting, which have the potential to become an alternative digital public space for women to discuss the concept of the ideal mother in line with the times. This study aims to verify whether the momscorner podcast truly fulfills this role. The theoretical framework of this study refers to the public sphere theory (Habermas) and YouTube as a participatory culture (Jenkins). The research approach used is qualitative with a virtual ethnography method, with data collection through observation of podcast content and in-depth interviews with the creative team managing momscorner. This study found that the momscorner podcast is not only a medium of communication but also a discursive space that allows women to share experiences, expand their knowledge, and gain emotional support. Through content that discusses issues of parenting, child education, and mental health, this podcast helps women open up new insights into the meaning of “ideal mother.” Thus, momscorner acts as a digital public space that encourages women’s empowerment. Keywords:  Digital Public Space; Participatory Culture; Podcast; Women’s Empowerment; Ideal Mother.YouTube sebagai salah satu platform digital memiliki potensi besar dalam menghadirkan konten edukatif, namun realitasnya mayoritas kreator masih memproduksi konten hiburan yang bersifat mainstream sehingga fungsi edukatif belum optimal. Dalam konteks ini, podcast momscorner hadir dengan mengangkat tema motherhood dan parenting yang berpotensi menjadi ruang publik digital alternatif bagi perempuan untuk berdiskusi mengenai konsep ibu ideal sesuai dengan perkembangan zaman. Adanya penelitian ini bertujuan untuk memverifikasi apakah podcast momscorner benar-benar beroperasi memenuhi peran tersebut. Kerangka teoretis penelitian ini merujuk pada teori public sphere (Habermas) dan Youtube sebagai Budaya Partisipasi (Jenkins). Pendekatan penelitian yang digunakan adalah kualitatif dengan metode etnografi virtual, dengan pengumpulan data melalui observasi konten podcast, serta wawancara mendalam dengan tim kreatif pengelola momscorner. Studi ini menemukan bahwa podcast momscorner tidak hanya menjadi media komunikasi, tetapi juga ruang diskursif yang memungkinkan perempuan untuk saling berbagi pengalaman, memperluas pengetahuan, serta mendapatkan dukungan emosional. Melalui konten yang membahas isu pengasuhan, pendidikan anak, hingga kesehatan mental, podcast ini membantu perempuan membuka wawasan baru mengenai makna “ibu ideal”. Dengan demikian, momscorner berperan sebagai ruang publik digital yang mendorong pemberdayaan perempuan.Kata kunci: Ruang Publik Digital; Budaya Partisipatif; Podcast; Pemberdayaan Perempuan; Ibu Ideal. 
LEGAL, ETHICS, PRIVACY, AND SECURITY IN DIGITAL MARKETING FOR UMRAH TRAVEL Hadi Hidayat; Makroen Sanjaya
Algebra : Jurnal Pendidikan, Sosial dan Sains Vol. 6 No. 1 (2026): Algebra : Jurnal Pendidikan Sosial dan Sains
Publisher : Yayasan Amanah Nur Aman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58432/ayx3sc08

Abstract

Digital marketing has transformed the way travel service providers communicate value, attract customers, and build long-term relationships. However, the rapid expansion of digital channels has increased the urgency to address legal compliance, ethical conduct, privacy protection, and data security. This study analyzes the conceptual framework presented by Raj Sachdev in Digital Marketing (2024), particularly the chapter on legal, ethical, privacy, and security considerations, and applies these concepts to the context of Umrah travel marketing. Using qualitative methods through document analysis, literature review, and case analysis of Maghfirah Travel, this research identifies key challenges related to misleading advertising, ethical persuasion, excessive data collection, and the vulnerability of consumer information. The study reveals that Umrah travel companies operate in a highly sensitive sector that requires strict adherence to legal advertising principles, transparency, and compliance with data protection laws, such as Indonesia’s Personal Data Protection Law. Findings suggest that integrating Sachdev’s framework strengthens digital trust, enhances consumer protection, and builds a sustainable marketing strategy grounded in legal and ethical accountability. This research contributes to communication and digital marketing studies by providing a contextualized model of responsible digital marketing for religious travel services.
PERLUASAN JANGKAUAN AUDIENS TELEVISI MELALUI MEDIA SOSIAL (STUDI KASUS LIVE STREAMING PROGRAM BERITA MALAM METRO TV DI TIKTOK) Alfarel Prapto Wibowo; Makroen Sanjaya
Jurnal Ilmiah Multidisiplin Ilmu Vol. 3 No. 2 (2026): April : Jurnal Ilmiah Multidisiplin Ilmu (JIMI)
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/6djd5e87

Abstract

The development of digital technology has shifted media consumption patterns from conventional television to digital platforms such as TikTok. This change requires television stations to adapt their content distribution strategies to remain relevant and maintain audience engagement. Metro TV utilizes the TikTok live streaming feature to expand the reach of its evening news program and attract digital audiences. This study aims to analyze how Metro TV expands its audience reach through live streaming on TikTok and how interaction with digital viewers is formed.This research uses a qualitative method with a case study approach. Data were collected through in-depth interviews, observation, and documentation. The study focuses on the strategy used by Metro TV in adapting television news content into digital formats suitable for TikTok.The results show that Metro TV modifies television content into shorter, lighter, and more interactive formats that match the characteristics of TikTok users. Live streaming also enables real-time interaction through comments and live chat features. These interactions create two-way communication between broadcasters and audiences, which increases engagement and audience loyalty. The study concludes that live streaming on TikTok is an effective strategy to expand television audience reach, particularly among younger generations who increasingly consume news through digital platforms.
PENGARUH SOCIAL MEDIA MARKETING CLOTHING BRAND BWBYAZ DI TIKTOK TERHADAP KEPUTUSAN PEMBELIAN (Survei pada Followers Akun TikTok @BWBYAZ) Annabilla Zahra; Makroen Sanjaya
ARIMA : Jurnal Sosial Dan Humaniora Vol. 3 No. 4 (2026): Mei
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/arima.v3i4.7303

Abstract

Perkembangan media sosial di Indonesia yang semakin pesat, khususnya TikTok dengan tingkat engagement yang tinggi, mendorong pelaku usaha memanfaatkannya sebagai media pemasaran digital. Fenomena ini menunjukkan bahwa Social Media Marketing berpotensi memengaruhi keputusan pembelian konsumen, termasuk pada brand fashion lokal seperti BWBYAZ melalui akun TikTok @BWBYAZ. Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing akun TikTok @BWBYAZ terhadap keputusan pembelian followers TikTok BWBYAZ. Penelitian ini menggunakan teori Social Media Marketing menurut Gunelius yang meliputi content creation, content sharing, connecting, dan community building, serta teori keputusan pembelian menurut Kotler dan Keller yang mencakup pengenalan masalah, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan perilaku pasca pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian berjumlah 200 followers TikTok BWBYAZ dengan sampel sebanyak 67 responden yang ditentukan menggunakan rumus Slovin dengan tingkat kesalahan 10% dan teknik pengambilan sampel simple random sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear sederhana. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh positif dan signifikan terhadap keputusan pembelian (t hitung 4,913 > t tabel 1,668). Koefisien korelasi sebesar 0,556 berada pada kategori sedang, sedangkan koefisien determinasi sebesar 0,310 menunjukkan kontribusi sebesar 31% terhadap keputusan pembelian. Dengan demikian, Social Media Marketing melalui akun TikTok @BWBYAZ terbukti berperan dalam meningkatkan keputusan pembelian konsumen dan dapat menjadi strategi pemasaran digital yang efektif bagi brand fashion lokal.
Dampak Proyek Pengadaan Bibit Jagung di Bima: Kajian Kritis Prespektif the Panoptic View: A Discourse Approach to Communication and Development Dwi Ghina Mardiah; Makroen Sanjaya; Faisal Bakti; Tantan Hermasah; Mayadah El Hawani
Reslaj: Religion Education Social Laa Roiba Journal Vol. 8 No. 5 (2026): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v8i5.11172

Abstract

The problem in the corn seed procurement project has escalated into a disaster for the Bima region. According to data from the Head of the Agricultural Office, the Bima area has a total of 202,000 hectares of forest area, of which 58,000 hectares have been converted into corn farmland. Over the past ten years, the Government of West Nusa Tenggara (NTB) has promoted a corn planting program. High corn prices, followed by the emergence of corn purchasing warehouses, as well as assistance in the form of seeds and fertilizers, have encouraged farmers to compete in planting corn. The purpose of this study is to encourage the government and farmers to pay greater attention to land management for corn cultivation, soil and water conservation, land suitability and land capability, while maintaining environmental sustainability in order to address the recurring problem of annual flash floods. This research employs the theory of the panoptic perspective, a discourse approach to communication and development by Jan Servaes, involving three theoretical concepts, as well as three scientific concepts derived from the concept of mufsid in the Qur’an, Surah Al-A’raf verse 56, along with two additional concepts. The study adopts a critical paradigm with a qualitative research design, using approaches from communication studies, social sciences, and geography. Data collection and analysis methods combine in-depth interviews, literature review, and data and source triangulation. The results of the analysis show that the government program of providing free corn seeds by the Minister of Agriculture and the massive expansion of corn cultivation have led to uncontrolled land conversion. Of the total 250,000 hectares of protected forest area in Bima, approximately 75% has been planted with corn. The conclusion of this study indicates that the government appears to have turned a blind eye to the environmental impacts generated. Therefore, the government must continue and strengthen supervision of the programs it initiates so that they do not damage the environment or erode the cultural values of the Bima region, and not merely prioritize economic profit.
National Fiqh Discourse in the Digital Public Sphere: A Case Study of TVMu’s Dialektika Program Umar, Tia Muthiah; Atie Rachmiatie; Kiki Zakiah; Makroen Sanjaya
Komunikator Vol. 17 No. 2 (2025)
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jkm.v17i2.28533

Abstract

The discourse of national fiqh within Indonesia’s digital public sphere has become increasingly prominent with the rise of digital media, particularly as religious discussions intersect with issues of nationality, pluralism, and civic identity. This study examines how the concept of national fiqh is articulated through TVMu’s Dialektika program, which functions as a digital deliberative arena for Islamic communication. Using a qualitative case study approach, the research analyzes four selected episodes and incorporates insights from interviews with the editorial team, supported by NVivo-assisted coding (open, axial, and selective). The findings indicate several key dimensions: the strategic selection of credible communicators; message framing that emphasizes justice, pluralism, and the integration of Islamic principles with Pancasila; the use of multiplatform distribution through television, YouTube, and social media; a dual audience strategy addressing both Muhammadiyah members and the wider Muslim public; and a discursive shift from provocative narratives toward ethical deliberation. Overall, Dialektika functions as a moderate Islamic medium that not only delivers normative da'wah but also fosters an inclusive deliberative public sphere, reinforcing the relevance of national fiqh in sustaining social cohesion and shaping civic Islam. The novelty of this study lies in its integration of national fiqh discourse, digital media analysis, and deliberative public sphere theory while positioning the Lasswell model solely as a technical mapping framework
KOMUNIKASI FEMINIS MELALUI RUANG PUBLIK NONTRADISIONAL KOMUNITAS VIRTUAL “TAKLIM SANTAI” Feminist Communication in Nontraditional Public Spaces: A Case Study of the "Taklim Santai" Virtual Community Rizky Amalia KIKY; Makroen Sanjaya Sanjaya; Tantan Hermansah Tantan Hermansah; Dessy Kushardiyanti Dessy; anisul fuad
ORASI: Jurnal Dakwah dan Komunikasi Vol. 16 No. 1 (2025): Juli 2025
Publisher : UIN Siber Syekh Nurjati Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24235/orasi.v16i1.20049

Abstract

Ruang publik secara ideal berfungsi sebagai arena vital bagi komunikasi dan interaksi sosial. Namun realitasnya, akses dan partisipasi sering kali terbatas bagi kelompok tertentu, terutama perempuan yang masih menghadapi tantangan budaya patriarki di Indonesia. Meskipun media baru seperti WhatsApp, menawarkan potensi untuk menciptakan ruang publik nontradisional yang lebih inklusif dan memfasilitasi kesetaraan, belum banyak penelitian yang secara spesifik mengeksplorasi bagaimana komunitas muslimah memanfaatkanya untuk pemberdayaan dan diksusi isu-isu perempuan. Penelitian sebelumnya tentang feminisme dan ruang publik cenderung membahas aspek-aspek seperti kontestasi citra perempuan dalam hijab atau peran ganda perempuan dalam keluarga, serta peran perempuan dalam berdakwah, tetapi belum secara mendalam mengkaji pemanfaatan aplikasi percakapan spesifik seperti WhatsApp Group (WAG) sebagai ruang pemberdayaan bagi muslimah. Penelitian ini bertujuan untuk mengetahui bagaimana komunikasi feminis diwujudkan dalam ruang publik nontradisional pada komunitas @taklimsantai. Menggunakan pendekatan kualitatif dengan metode etnografi virtual dalam paradigma kritis emansipatoris, penelitian ini berupaya mengungkapkan proses transisi dari ketidaktahuan menjadi kesadaran di kalangan perempuan muslimah. Data dikumpulkan melalui observasi, wawancara daring, serta dokumentasi artefak digital. Hasil penelitian menunjukan bahwa ruang publik nontradisional pada komunitas @taklimsantai berfungsi secara efektif sebagai sarana pemberdayaan perempuan melalui kegiatan virtual, komunitas ini menyalurkan ilmu agama seperti fikih, kajian pra-pernikahan, dan membahas pergerakan budaya patriarki dalam rumah tangga. Upaya komunikasi dalam WAG berlangsung layaknya tatap muka, menciptakan lingkungan yang nyaman dan aman bagi muslimah untuk bersosialisasi dan berekspresi. Kehadiran komunitas @taklimsantai telah mendorong perempuan untuk menyuarakan dan menegakkan hak-hak mereka, serta memantik kesadaran akan ketimpangan gender dan problematika yang dihadapi, seperti hak-hak, kodrat, dan isu-isu inti dalam lingkungan perempuan. Melalui kegiatan terstruktur seperti bedah buku, dan pengembangan produk/bisnis, komunitas ini mendorong anggota untuk mencari ilmu dan mengembangkan diri secara spiritual maupun praktis. Penelitian ini diharapkan dapat memberikan pengetahuan baru yang lebih mendalam terkait komunikasi feminis dalam ruang publik nontradisional pada komunitas virtual.
Peran Media Digital Youtube @Kasisolusi Dalam Penyebaran Konten Edukatif Ratu Maulidah Fitriyah; Makroen Sanjaya; Rizki Amalia
JPNM Jurnal Pustaka Nusantara Multidisiplin Vol. 4 No. 3 (2026): July : Jurnal Pustaka Nusantara Multidisiplin (ACCEPTED)
Publisher : SM Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59945/jpnm.v4i3.1484

Abstract

Penelitian ini mengkaji peran YouTube @Kasisolusi sebagai media digital dalam penyebaran konten edukatif dengan menggunakan teori New Media dari Nicholas Gane dan David Beer yang didukung oleh konsep Participatory Culture dari Burgess dan Green serta Learning Beyond Content dari Hokanson (2018). Penelitian ini menggunakan paradigma konstruktivisme, pendekatan kualitatif, dan metode analisis isi dengan teknik pengumpulan data melalui observasi terhadap konten YouTube @Kasisolusi, dokumentasi, serta wawancara mendalam dengan CEO Kasisolusi, Deryansha. Hasil penelitian menunjukkan bahwa YouTube @Kasisolusi berperan dalam penyebaran konten edukatif melalui karakteristik media baru yang meliputi jaringan (network), informasi (information), interaktivitas (interactivity), arsip digital (archive), simulasi (simulation), dan konektivitas sosial (interface). Partisipasi audiens terlihat melalui komentar, diskusi, berbagi pengalaman, serta penyebaran informasi kepada pengguna lain yang mencerminkan budaya partisipatif. Selain itu, konten yang disajikan tidak hanya berfungsi sebagai sumber informasi, tetapi juga sebagai sarana pembelajaran digital yang memberikan pemahaman dan manfaat praktis bagi audiens sesuai dengan konsep Learning Beyond Content. Penelitian ini menyimpulkan bahwa YouTube @Kasisolusi berfungsi sebagai media edukasi digital yang mengintegrasikan karakteristik media baru, budaya partisipatif, dan pengalaman belajar digital dalam proses penyebaran konten edukatif. Kebaruan penelitian ini terletak pada temuan mengenai keterkaitan ketiga aspek tersebut dalam membangun komunikasi edukatif yang bermakna di ruang digital.
The Media Economy of the Podcast Bocor Alus Politik: The Role of the Market in Expanding Tempo’s Business Volume Makroen Sanjaya; Nurlaila Sari Amallah; Kristina Nurhayati; Fitri Sarasati
Jurnal Mamangan Vol 14, No 2 (2025): Special Issue
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v14i2.10506

Abstract

As Tempo Magazine’s print circulation declined and audiences increasingly turned to digital platforms, the company explored new formats for delivering journalism. One such innovation is the Bocor Alus Politik podcast, which offers more dynamic and accessible content. Ideally, media organizations should continue to serve as watchdogs while also seeks alternative revenue models to reduce dependence on advertising. This study focus on how the Bocor Alus Politik podcast leverages market forces to support Tempo’s business growth and address existing gaps in the literature. Adopting a qualitative method within a constructivist paradigm, the research draws on observations, analysis of YouTube content, and interviews with Tempo’s senior management and the main podcast host. Findings suggest that the podcast has significantly broadened Tempo’s reach—especially to regions previously unreachable by the print edition—and has contributed to growth in digital subscriptions and public engagement through stock ownership, particularly among millennials. Bocor Alus Politik represents Tempo’s strategic response to shifts in media consumption habits. Future studies on media economics should focus on geographic markets and the factors that shape the podcasting sector to gain a deeper understanding of these developments.
Analisis strategi email marketing dalam komunikasi pemasaran digital: studi kasus Traveloka Agustina Riska Eka Saputri; Daniel Handoko; Makroen Sanjaya
Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Vol 12 No 1 (2026): April 2026 Jurnal Komunikasi Universitas Garut : Hasil Pemikiran dan Penelitian
Publisher : Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/jk.v12i1.43416

Abstract

Abstract This study addresses a key issue in digital marketing communication practices, namely the growing tendency of email marketing to shift into a transactional and purely promotion oriented medium. This condition may lead to message fatigue, declining audience engagement, and the weakening of brand trust in the long term. In the context of increasingly intense competition within the digital industry, email marketing should not only function as a promotional channel but also as a relational communication medium capable of fostering sustainable relationships between brands and their audiences. Therefore, this study aims to analyze the email marketing strategies implemented by Traveloka by examining their communicative functions, message delivery patterns, forms of personalization, and the communication challenges that emerge in practice. This research employs a qualitative approach using a case study method through content analysis of Traveloka’s marketing emails, supported by a review of relevant literature on email marketing, relational communication, and trust in digital marketing. The findings indicate that Traveloka’s email marketing has been integrated into the company’s digital ecosystem and is effective in supporting transaction processes, service reminders, and product promotions. However, the dominance of promotional messages, personalization that remains largely technical and less contextual, as well as a high sending frequency, have implications for decreased audience engagement and emerging indications of trust issues. The contribution of this study lies in strengthening a communication perspective in evaluating email marketing, emphasizing that strategic success should not be measured solely by conversion and return on investment (ROI), but also by relationship quality, message relevance, and the long-term communicative value between brands and audiences. Keywords:  Digital marketing communication; email marketing; marketing strategy; traveloka.   Abstrak Penelitian ini berangkat dari isu utama dalam praktik komunikasi pemasaran digital, yaitu kecenderungan email marketing yang semakin bergeser menjadi media komunikasi yang bersifat transaksional dan berorientasi promosi semata. Kondisi tersebut berpotensi menimbulkan kejenuhan pesan (message fatigue), penurunan keterlibatan audiens (engagement), serta melemahnya kepercayaan (trust) terhadap merek dalam jangka panjang. Dalam konteks persaingan industri digital yang semakin ketat, email marketing seharusnya tidak hanya berfungsi sebagai saluran promosi, tetapi juga sebagai media komunikasi relasional yang mampu membangun hubungan berkelanjutan antara merek dan audiens. Oleh karena itu, studi ini bertujuan untuk menganalisis strategi email marketing yang diterapkan oleh Traveloka dengan meninjau fungsi komunikatif, pola penyampaian pesan, bentuk personalisasi, serta tantangan komunikasi yang muncul dalam implementasinya. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus melalui analisis konten terhadap email pemasaran Traveloka yang dikaitkan dengan kajian literatur mengenai email marketing, komunikasi relasional, dan trust dalam pemasaran digital. Hasil penelitian menunjukkan bahwa email marketing Traveloka telah terintegrasi dalam ekosistem digital perusahaan dan efektif dalam mendukung proses transaksi, pengingat layanan, serta promosi produk. Namun, dominasi pesan promosi, personalisasi yang masih bersifat teknis dan kurang kontekstual, serta intensitas pengiriman yang tinggi berimplikasi pada turunnya engagement audiens dan munculnya indikasi trust issue. Kontribusi penelitian ini terletak pada penguatan perspektif komunikasi dalam evaluasi email marketing, dengan menegaskan bahwa keberhasilan strategi tidak hanya diukur melalui konversi dan ROI, tetapi juga melalui kualitas relasi, relevansi pesan, serta nilai komunikasi jangka panjang antara merek dan audiens. Kata-kata Kunci: Komunikasi pemasaran digital; email marketing; strategi marketing; traveloka.
Co-Authors Abd. Gani, Ahmad Yani Abdurrohman, Haidar Achmad Dzikri Fanshabi Agustina Riska Eka Saputri Alfarel Prapto Wibowo Alifahtinayah Adys Pradityawati Amallah, Nurlaillah Sari Aminah Swarnawati Andi Faisal Bakti Andi Faisal BAKTI Andi Faisal Bakti & Venny Eka Meidasari Andi M. Faisal Bakti Andrariladchi, Herdi Anisul Fuad Annabilla Zahra Aprianto, Adityo Arina Nurrohmah Atie Rachmiatie Bakti, Andi M. Faisal Choirin Choirin Chomariah, Lailatul Daniel Handoko Deddi Fasmadhy Satiadharmanto Dessy Kushardiyanti Dessy Dessy, Dessy Kushardiyanti Diaz Cholinny , Mycroft Didi Alzi Purnomo Dony Kurniawan Dwi Ghina Mardiah Faisal Bakti Farrany Alifia Ramadhani Farrany Alifia Ramadhani Febriani, Erna Fitri Sarasati M fuad, anisul Gun Gun Heryanto Hadi Hidayat Imam Muhtadin Jamalullail, Jamalullail jamiah, muhimin Jumroni Kiki Zakiah Darmawan KIKY, Rizky Amalia Kristina Nurhayati Marini Marini marini, marini marini Mayadah El Hawani Muhammad Choirin Muhammad Fanshoby Muhammad Qudrat Nugraha Mukhlizar Mulkan Habibi Nabila Putri Falaqiah Napitupulu, Frengki Natasya Amelia Putri Nisa, Ishmatun Novi Andayani Praptiningsih Nurhayati, Kristina Nurlaila Sari Amallah Nurlaillah Sari Amallah Nurlaillah Sari Amallah Nurul Hana Aprilia Oktaviana Purnamasari Putra Dermawan Qudrat Nugraha, Muhammad Ramadhani, Farrany Alifia Ratu Maulidah Fitriyah Ridzki Rinanto SIGID Ridzki Rinanto Sigit Rizki Amalia Rizky Amalia KIKY Rosadi, Didi Rulli Nasrullah Rulli NASRULLAH Rulli Nasrullah Saiful Amir Salas, Hagi Julio Sarwoko, Sunaryo Satiadarmanto, Deddi Fasmadhy Sendy Apriliansyah Study Rizal Lolombulan Kontu Suharti Suharti Suharti Suharti Swarnawati, Aminah Syalahuddin Al-Ayubi Ramadhani Tantan Hermansah Tantan Hermansah Tantan Hermansah Tantan Hermansah, Tantan Tantan Hermasah Tia Muthiah Tria Patrianti Yussanto, Fauzi