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All Journal ETTISAL Journal of Communication JURNAL MUQODDIMAH : Jurnal Ilmu Sosial, Politik dan Hummaniora ELS Journal on Interdisciplinary Studies in Humanities PRoMEDIA JISIP: Jurnal Ilmu Sosial dan Pendidikan PERSPEKTIF Socius (Jurnal Pendidikan dan Pembelajaran Ilmu Pengetahuan Sosial) (Edisi Elektronik) Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Jurnal Kajian Komunikasi dan Pembangunan Daerah Komunika: Jurnal Ilmu Komunikasi Journal of Communication Studies Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya Jurnal Studi Ilmu Sosial dan Politik Inspirasi Dunia: Jurnal Riset Pendidikan dan Bahasa Riwayat: Educational Journal of History and Humanities RESLAJ: Religion Education Social Laa Roiba Journal SainsTech Innovation Journal
Mustiawan
Universitas Muhammadiyah Prof. DR. HAMKA
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Komodifikasi Nilai – Nilai Islam pada Logo Halal Mcdonald’s Mustiawan; Roziana Febrianita
Komunika: Jurnal Ilmu Komunikasi Vol. 7 No. 2 (2020): Jurnal Komunika
Publisher : Universitas Muhammadiyah Prof. DR. Hamka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/komunika.v7i2.6331

Abstract

Perkembangan bisnis McDonald's di Indonesia menarik banyak perhatian publik, karena berbagai laporan kontroversi yang melekat mulai dari produk-produk Junk Food hingga masalah Zionis. Namun demikian, fenomena itu tidak juga merusak McDonald's di pasar Muslim Indonesia. Komodifikasi nilai-nilai Islam melalui logo halal dilakukan untuk merebut pasar Muslim demi keuntungan. Komodifikasi adalah perubahan nilai pakai menjadi nilai tukar. Penelitian ini bertujuan untuk membongkar dan menganalisis nilai-nilai Islam pada logo halal McDonald's. Penelitian ini adalah jenis penelitian kualitatif paradigmatik kualitatif dengan metode studi kasus. Penelitian ini dilakukan pada konsumen Muslim McDonald's. Hasil penelitian ini menunjukkan bahwa logo halal telah berhasil mengubah nilai pakai menjadi nilai tukar yang mencari perdagangan yang diperdagangkan. Logo Halal adalah objek wisata yang digunakan untuk menarik konsumen Muslim. Melalui logo halal, konsumen Muslim tanpa disadari telah terseret ke praktik kapitalistik.
STRATEGI MARKETING PUBLIC RELATIONS DALAM UPAYA MENINGKATKAN JAMAAH HAJI KHUSUS DAN UMROH Abdulah, Fikrah; Mustiawan, Mustiawan; Setiawati, Titin
DIALEKTIKA KOMUNIKA: Jurnal Kajian Komunikasi dan Pembangunan Daerah Vol. 12 No. 1 (2024): DIALEKTIKA KOMUNIKA: Jurnal Kajian Komunikasi dan Pembangunan Daerah
Publisher : Universitas Islam Syekh Yusuf

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33592/dk.v12i1.4875

Abstract

This research analyzes the Marketing Public Relations (MPR) strategy by PT Fazary Wisata, a special Hajj and Umrah travel agency in Indonesia, in influencing prospective pilgrims to use their services. Indonesia, the country with the largest Muslim population in the world, has a high demand for Hajj and Umrah services, but the phenomenon of travel agency violations and fraud still occurs frequently. This research methodology uses a qualitative approach with a case study method. Data was collected through in-depth interviews, documentation, and literature study to gain in-depth understanding. The research results show that PT Fazary Wisata has successfully implemented the three main MPR strategies, namely Pull, Push, and Pass. The Pull strategy is carried out by building relationships through informative and interactive content on social media and their website. The Push strategy focuses on active promotion through advertising and exhibition activities to increase brand awareness and attract attention. Meanwhile, the Pass strategy uses the power of recommendations from satisfied congregants to build trust and loyalty. In conclusion, the combination of these three strategies has been effective in increasing the number of registrations of Hajj and Umrah pilgrims at PT. Fazary Wisata. Despite facing challenges in maintaining service quality and adapting to market changes, PT Fazary Wisata has great potential to continue to develop and strengthen its position in this competitive market. Keyword: Marketing Public Relations, Puss Pull Pass Strategy
Peran Istri Sebagai Pendukung Dakwah Suami Pada Film Buya Hamka Vol 1 Mahardhika, Jibril Wahyu; Mustiawan; Setiawati, Titin
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 8 No 4 (2024): OCTOBER-DECEMBER 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v8i4.2943

Abstract

This research investigates the role of the wife as a supporter of her husband's da'wah, as depicted in the film Buya Hamka Vol.1. The film portrays Siti Raham, the wife of Buya Hamka, and her contributions to her husband's missionary efforts. Employing a qualitative approach, this study utilizes content analysis to examine the portrayal of the wife's role in supporting her husband's da'wah. The analysis focuses on five specific scenes in the film that illustrate the wife's contributions. The findings identify five key roles that wives play in supporting their husband's da'wah: advisor, motivator, teacher, companion, and household manager. The results underscore the significant role wives have in providing moral, emotional, and spiritual support to their husbands, in addition to contributing to the education of their children. Furthermore, this research highlights the importance of effective communication and mutual understanding between husband and wife in ensuring the success of da'wah. These findings offer valuable insights into the dynamics of the wife's role in supporting her husband's da'wah and establish a foundation for strategies to enhance da'wah effectiveness.
Komunikasi Persuasif Coffee Shop melalui Strategi Experiential Marketing Hanif, Muhammad Alwan; Mustiawan; Rahman, Nurlina
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 9 No 1 (2025): JANUARI-MARET 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v9i1.3356

Abstract

This study is a study of persuasive communication strategies conducted by Niskala Coffee. Through experiential marketing, Niskala Coffee builds relationships through emotional engagement and enhances consumer experience. This phenomenon is explored using a qualitative approach with a case study method, data using interviews, observations, and documentation. Data analysis was carried out in three stages, namely reduction, presentation, and conclusion with data triangulation to maintain data validity. The results of the study indicate the success of the application of experiential marketing elements (sense, feel, think, act, and relate) in forming a unique consumer experience that is complemented by the influence of the natural environment, in this case the nearby lake, which is directly relevant to Niskala Coffee. This practice builds an intimate relationship and helps enhance the customer journey. Although contextualized to a specific setting, the evidence from this study provides a unique contribution to the development of experiential marketing in nature-based food businesses
Green Marketing Public Relations Kopi Klotok Kaliurang Yogyakarta Mustiawan, Mustiawan
PRoMEDIA Vol 10, No 2 (2024): PROMEDIA
Publisher : UNIVERSITAS 17 AGUSTUS 1945 JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52447/promedia.v10i2.7920

Abstract

AbstractThis study aims to explore the implementation of pull, push, and pass strategies within the Green Marketing Public Relations framework at Kopi Klotok Yogyakarta. This strategy is designed to build a sustainable image and increase consumer loyalty by integrating environmentally friendly values into every policy and marketing activity. This study uses a qualitative approach with a case study method. The results of the study indicate that the pull strategy is carried out by creating an authentic consumer experience through a rural atmosphere and beautiful nature, while the push strategy is implemented with a dine-in only policy to reduce packaging waste while increasing direct interaction between consumers and the environment offered. The pass strategy utilizes social media, such as Instagram, to convey recommendations and sustainability values to the wider public. Although this policy has succeeded in strengthening consumer loyalty and brand image, the study has limitations in its narrow scope and has not explored the financial aspects. Further research is recommended to conduct a comparative analysis and explore the effectiveness of digital campaigns and the economic impact of sustainability strategies.Keywords: Green Marketing, Marketing Public Relations, Pull, Push, Pass strategyAbstraksiPenelitian ini bertujuan untuk mengeksplorasi penerapan strategi pull, push, dan pass dalam kerangka Green Marketing Public Relations pada Kopi Klotok Yogyakarta. Strategi ini dirancang untuk membangun citra keberlanjutan dan meningkatkan loyalitas konsumen dengan mengintegrasikan nilai-nilai ramah lingkungan dalam setiap kebijakan dan aktivitas pemasarannya. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Hasil penelitian menunjukkan bahwa strategi pull dilakukan dengan menciptakan pengalaman konsumen yang otentik melalui suasana pedesaan dan alam yang asri, sementara strategi push diterapkan dengan kebijakan dine-in only untuk mengurangi limbah kemasan sekaligus meningkatkan interaksi langsung antara konsumen dan lingkungan yang ditawarkan. Adapun strategi pass memanfaatkan media sosial, seperti Instagram, untuk menyampaikan rekomendasi dan nilai keberlanjutan kepada khalayak luas. Meskipun kebijakan ini berhasil memperkuat loyalitas konsumen dan citra merek, penelitian memiliki keterbatasan pada ruang lingkup yang sempit dan belum mendalami aspek finansial. Penelitian selanjutnya disarankan untuk melakukan analisis komparatif dan mengeksplorasi efektivitas kampanye digital serta dampak ekonomi dari strategi keberlanjutan.Kata Kunci: Green Marketing, Marketing Public Relations, strategi Pull, Push, Pass
Representasi Makna pada Film Cinta Pertama, Kedua, dan Ketiga Indra Wiguna Mahfud; Farida Hariyati; Mustiawan Mustiawan
Inspirasi Dunia: Jurnal Riset Pendidikan dan Bahasa Vol. 3 No. 4 (2024): November : Inspirasi Dunia : Jurnal Riset Pendidikan dan Bahasa
Publisher : Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/insdun.v3i4.2476

Abstract

The film "Cinta Pertama, Kedua, dan Ketiga" is an Indonesian romantic drama that explores themes of love, family responsibility, and sacrifice. This study aims to analyze the representation of love in the film using Roland Barthes' semiotic approach. The method applied includes analyzing signs, signifiers, and signifieds from several key scenes to uncover both denotative and connotative meanings. The analysis focuses on scenes of dancing, household duties, the giving of a ring, warm colors, a lonely road, separation, and the giving of a birthday gift. The research findings indicate that dancing symbolizes intimacy and freedom, while household scenes represent the burden of emotional responsibility. The ring signifies commitment and family unity, warm colors reflect harmony but also conceal tension, and the lonely road mirrors emotional isolation. Separation and the birthday gift reveal deep sacrifice and enduring memories. In conclusion, the film portrays love not only as a romantic relationship but also as a journey involving personal sacrifice and family responsibility, aligning with Barthes' views on symbolic meaning in visual narratives.
Hyperrealites Online Gambling Wins on The "Pola Gacor" Content Youtube Mustiawan, Mustiawan; Pranawukir, Iswahyu
ETTISAL : Journal of Communication Vol. 9 No. 2 (2024): ETTISAL : Journal of Communication
Publisher : Universitas Darussalam Gontor collaboration with ISKI (Ikatan Sarjana Ilmu Komunikasi Indo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21111/ejoc.v9i2.12451

Abstract

This research aims to analyze the phenomenon of hyperreality in YouTube content which displays "gacor patterns" in online gambling. Using a qualitative approach with a critical paradigm, this study applies Roland Barthes' semiotic method to explore how visual signs and text in the content shape perception and behavior The findings show that visual signs such as the highlighting of big winning numbers, the use of bright colors, and emotional expressions of content creators, as well as provocative texts such as "gacor patterns" and "auto max win" create denotative and connotative meanings that blur the boundaries between reality and reality. Fantasy analysis reveals that this content constructs a hyperreality of winning, where the representation of a big win becomes more dominant than the actual reality. This hyperreality encourages gambling behavior in the hope of getting a similar win, which in reality is very dependent on luck. The next myth is about instilling an ideology or belief about normalizing online gambling behavior in society. This content can normalize online gambling practices and make it an activity that is accepted and desired by society. This has the potential to change the public's perception of gambling, making it appear to be a legitimate, legal, halal, and effective way to earn money. Thus ignoring the fact that online gambling is a high-risk activity that can cause significant financial losses.
Dekonstruksi Stereotip Gender Dalam Iklan “Kebahagiaan Kecil” Gopay Indonesia Octaviana, Rizka; Mustiawan, Mustiawan; Setiawati, Titin
PRoMEDIA Vol 10, No 2 (2024): PROMEDIA
Publisher : UNIVERSITAS 17 AGUSTUS 1945 JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52447/promedia.v10i2.8026

Abstract

AbstractThis study aims to analyze the deconstruction of gender stereotypes in GoPay Indonesia's "Kebahagiaan Kecil" advertisement, which depicts the role of fathers in domestic tasks. Using a qualitative approach and content analysis method, this study focuses on six important scenes showing a father cooking, taking care of children, and cleaning the house. The results show that this advertisement has the potential to challenge patriarchal norms by depicting more equal gender roles. However, the strong elements of masculinity in this advertisement indicate inconsistencies in breaking down gender stereotypes. Furthermore, the study reveals that the commodification of gender equality issues in advertisements is used as a capitalist practice to attract audience attention. Although this advertisement discusses equal domestic roles, its implementation in society is still symbolic and does not reflect structural changes. This study contributes to the field of communication science by showing the role of media in shaping and changing social meanings, especially in gender representation. Further research is recommended to examine the long-term impact of gender representation in the media and audience responses to changes in gender roles displayed.Keywords: Gender Deconstruction, Advertising, Gender Stereotypes.AbstraksiPenelitian ini bertujuan untuk menganalisis perubahan stereotip gender dalam iklan "Kebahagiaan Kecil" GoPay Indonesia, yang menggambarkan peran ayah dalam tugas domestik. Penelitian ini menggunakan pendekatan kualitatif dan metode analisis isi, dengan memfokuskan pada enam adegan penting yang menunjukkan peran ayah adalam urusan domestic keluarga. Hasilnya menunjukkan bahwa iklan ini berpotensi menantang norma patriarki dengan menggambarkan peran gender yang lebih setara. Namun, elemen maskulinitas yang kuat dalam iklan ini menunjukkan adanya ketidakkonsistenan dalam meruntuhkan stereotip gender. Lebih lanjut, penelitian mengungkapkan bahwa komodifikasi isu kesetaraan gender dalam iklan digunakan sebagai praktek kapitalis dalam menarik perhatian audiens. Meski iklan ini membuka perbincangan tentang kesetaraan peran domestik, implementasinya di masyarakat masih bersifat simbolis dan belum mencerminkan perubahan struktural. Penelitian ini memberikan kontribusi pada bidang ilmu komunikasi dengan menunjukkan peran media dalam membentuk dan mengubah makna sosial, khususnya dalam menggambarkan gender. Penelitian selanjutnya disarankan untuk meneliti dampak jangka panjang menggambarkan gender dalam media dan respons audiens terhadap perubahan peran gender yang ditampilkan.Kata Kunci: Dekonstruksi Gender, Iklan, Stereotip Gender.
Framing Pemberitaan Kasus Korupsi Impor Gula Tom Lembong pada Media Online Tempo.co Wafda Izzati Hasanah; Mustiawan; Titin Setiawati
Reslaj: Religion Education Social Laa Roiba Journal Vol. 7 No. 4 (2025): 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.v7i4.7579

Abstract

This research examines the framing of news coverage on the sugar import corruption case involving Tom Lembong on Tempo.co online media. The case attracted public attention because it involved a former Minister of Trade for the 2015-2016 period with allegations of state losses reaching Rp 400 billion related to the issuance of raw crystal sugar import permits. The research aims to analyze how Tempo.co framed the news coverage of the case through the perspectives it built. The research method uses a qualitative descriptive approach with Robert N. Entman's framing analysis model consisting of four elements: Problem Definition, Diagnosis of Causes, Moral Judgment, and Treatment Recommendation. Research data was obtained from 10 online news articles from Tempo.co during the period of October 29 to November 15, 2024. The results show that Tempo.co tends to take a critical position towards the determination of suspects by the Attorney General's Office by questioning the political motives behind the case. The media framed the case as a more complex issue by highlighting the need for investigation of all trade ministers from the 2015-2023 period, emphasizing the importance of a fair and professional legal process, and encouraging transparency in handling the case. Tempo.co's framing reflects the media's role as a democratic watchdog that criticizes government actions and public institutions to provide a more comprehensive view to society.
Potential of Ambient Media Use as Advertising Media in the Future Taffarul Rizky, Mohamed; Prasetya, Hendri; Mustiawan, Mustiawan
ELS Journal on Interdisciplinary Studies in Humanities Vol. 8 No. 1 (2025): MARCH
Publisher : Hasanuddin University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34050/els-jish.v8i1.43571

Abstract

Ambient media is proven to be more effective in attracting attention and increasing audience recall than conventional advertising so that it overcomes the challenge of ad fatigue in digital advertising. Based on these findings, ambient media has great potential as a more interactive, memorable and unobtrusive marketing strategy which makes it an innovative solution in the face of future advertising industry dynamics. Therefore, advertisers are expected to optimize the creative and experiential elements in the implementation of ambient media in order to enhance the appeal and effectiveness of their campaigns. The aim of this study is to explore the potential of ambient media as an innovative and effective advertising medium in the future. Using the Systematic Literature Review (SLR) method, this research analyzed various studies which discussed ambient media in marketing communication strategies. The results show that ambient media has the advantage of creating creative messages which rely on visual surprise, audience interaction, and integration with the environment, while being able to build emotional engagement through an Experiential Marketing approach that focuses on sensory, emotional, and social experiences.
Co-Authors Abdulah, Fikrah Alif Rendi Ardiansyah, Muhammad Rafli Ariefaldy*, Muhammad Ilhan Cahyaningrum, Nabila Pramudhita Corliana, Tellys Farida Hariyati Gilang Kumari Putra Hanif, Muhammad Alwan Hariyati, Farida Hendrawan, Fazri Indra Wiguna Mahfud Iswahyu Pranawukir Joni Saputra, Joni Saputra Karomah, Intan Latifah Sayyidah Amir M. Afriansyah, M. Afriansyah Mahardhika, Jibril Wahyu Maulia Dewanti, Dinda Nurlina Rahman, Nurlina Octaviana, Rizka Prasetya, Hendri Putra, Gilang Kumari Rafaelino, Berwyn Muhammad Roziana Febrianita Sanjaya, Risang Abdhi saputro, fiqi Setiawati, Titin Taffarul Rizky, Mohamed Tellys Corliana Tiara, Andys Wafda Izzati Hasanah Yana Safitri, Yana Safitri Yuan Sa'adati, Yuan Sa'adati Yulia Rahmawati, Yulia Yuliani, Magvira Zanah, Saniyati Raudatul