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All Journal Paradigma: Jurnal Masalah Sosial, Politik, dan Kebijakan The Indonesian Journal of Communication Studies JURNAL LENSA MUTIARA KOMUNIKASI COMMENTATE: Journal of Communication Management Caraka : Indonesia Journal of Communication INJECT Interdisciplinary Journal of Communication
Mochammad Fauzul Haq
Program Studi Hubungan Masyarakat, Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Pembangunan Nasional “Veteran” Yogyakarta
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Pengaruh Pesan Kampanye #LoveAvoskinLoveEarth Di Instagram @avoskinbeauty Terhadap Brand Image Avoskin Mailinda, Mailinda; Haq, Mochammad Fauzul; Novianti, Dewi
Jurnal Paradigma Vol 27 No 2 (2023): July 2023
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/paradigma.v27i2.10209

Abstract

Perkembangan industri kecantikan di Indonesia memunculkan isu atau masalah baru yakni adanya penumpukan sampah. Penumpukan sampah ini diakibatkan oleh kemasan produk yang hanya dapat digunakan sekali pakai. Avoskin mempunyai visi untuk mengurangi adanya penumpukan sampah tersebut dengan menyuarakan kampanye di Instagram @avoskinbeauty untuk menginformasikan suatu isu atau masalah agar menjadi mudah dimengerti oleh khalayak sehingga akan ada perubahan sikap dan perilaku. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pesan kampanye #LoveAvoskinLoveEarth terhadap sikap pengikutnya di Instagram. Penelitian ini menggunakan metode kuantitatif dengan populasi pengikut Instagram @avoskinbeauty yaitu sebanyak 680.000 orang. Penelitian ini menggunakan teknik purposive sampling yang menghasilkan 100 sampel. Penelitian ini menggunakan teori Elaboration Likelihood Model (ELM) untuk mengetahui bagaimana informasi atau pesan dapat memengaruhi sikap seseorang. Hasil penelitian ini menunjukan ada pengaruh yang signifikan antara pesan kampanye #LoveAvoskinLoveEarth terhadap Brand Image Avoskin sebesar 0,629 yang berarti menunjukan hubungan yang kuat.
INSTAGRAM @TAULEBIH.ID CONTENT MANAGEMENT STRATEGIES AS ISLAMIC SEXUALITY EDUCATION MEDIA FOR YOUNG GENERATION Ghalda Nauli Siregar; Mochammad Fauzul Haq; Siti Fatonah
INJECT (Interdisciplinary Journal of Communication) Vol. 8 No. 2 (2023)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v9i2.734

Abstract

This study aims to determine the content management strategy of @taulebih.id as a medium for Islamic sexuality education to the younger generation. Descriptive qualitative methods in this research obtained the results of the content management strategy used by @taulebih.id prioritizing trends, content messages, and visuals. The interaction builder with the audience @taulebih.id does not use influencers to promote the account but invites expert speakers. Content management of many human resources is a supporting factor for producing content.
Experiential Marketing in the Street Coffee Phenomenon of Yogyakarta kusumantara, desta noer; Haq, Mochammad Fauzul
Jurnal Paradigma Vol 30 No 1 (2026): January 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The current development of the coffee industry shows remarkable growth. Coffee businesses have experienced an increase driven by the rising trend of coffee drinking (“ngopi”) among young people. The emergence of the Street Coffee phenomenon is one of the cultural expressions of this trend, spreading across various social groups. In Yogyakarta, the Street Coffee phenomenon has grown due to a shift from the conventional practice of drinking coffee in indoor coffee shops to enjoying it in roadside settings. One notable Street Coffee establishment in Yogyakarta is Kedai 31 Bloc. This study aims to explore the experiential marketing strategies implemented by Kedai 31 Bloc. Using a qualitative descriptive method, data were collected through in-depth interviews with the café’s employees. The study employs the experiential marketing component model to analyze the strategies utilized by the café in its efforts to increase customer engagement and attract more consumers. Keyword: Coffee Businesses, Experiential Marketing, Street Coffee Phenomenon.
Co-Authors Dewi Novianti Dufadila Yusrin Ghalda Nauli Siregar Irfani, Susmita Keny Rahmawati kusumantara, desta noer Mailinda, Mailinda Medi Trilaksono Dwi Abadi Medi Trilaksono Dwi Abadi Muhammad Muhajir Nadhelita, Chika Nadya Alifta Prahastuti Yasmin Rafiuddin Akil Revta Fariszy Sagita, Virginia Ayu Siti Fatonah Siti Fatonah Swastika, Septi Nur Hanna