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All Journal Inklusi Journal of Disability Studies Syntax Literate: Jurnal Ilmiah Indonesia Jurnal SOLMA Lontar : Jurnal Ilmu Komunikasi Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Borobudur Communication Review Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Riwayat: Educational Journal of History and Humanities CHANNEL: Jurnal Komunikasi
Sari, Eka Anisa
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Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Syntax Literate: Jurnal Ilmiah Indonesia

 1 
Strategi Komunikasi Persuasif Untuk Meningkatkan Brand Image Media Sosial Studi Kasus: Instagram @Adheliamakeup Luthfiyah, Syaripah; Sari, Eka Anisa
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i8.61542

Abstract

This study aims to analyze and describe the persuasive communication strategies employed by @adheliamakeup in building brand image through Instagram. The research focuses on analyzing the verbal and visual language used in content, the interaction style established through comment sections and direct messages (DMs), and the consistency of visual narratives presented through feeds, stories, and reels. Identifying the dominant elements of persuasive communication used in @adheliamakeup's Instagram content and evaluating the effectiveness of @adheliamakeup's persuasive communication strategies in enhancing brand image among the target audience. The approach used in this study is a descriptive qualitative method, with data collection techniques including observation, interviews, and documentation. Analysis is conducted using the Elaboration Likelihood Model (ELM) theory, which divides persuasive communication into two pathways: central and peripheral. The results of the study show that @adheliamakeup utilizes the peripheral pathway through the visual aesthetics of its posts, such as optimal lighting, color composition, and feed design consistency, which are able to attract the audience's attention emotionally. Meanwhile, the central pathway is realized through informative captions, customer testimonials, and two-way communication built through the comments section and direct messages (DM). Customer engagement strategies through reposting testimonials and sustained interaction are key factors in strengthening trust and fostering loyalty. The account's professional image is further reinforced by utilizing the highlight feature, which showcases service portfolios, customer reviews, and ordering information. With an engagement rate of 7–9%, this communication strategy is deemed successful in creating positive perceptions, increasing interaction, and building emotional connections between the brand and consumers.The research employed a descriptive qualitative approach with data collected via observation, interviews, and documentation. The analysis is based on the Elaboration Likelihood Model (ELM), which categorizes persuasive communication into two routes: central and peripheral. The findings reveal that @adheliamakeup leverages the peripheral route through visual aesthetics, including optimal lighting, harmonious color composition, and consistent feed layout, which effectively attract emotional responses from audiences. Meanwhile, the central route is demonstrated through informative captions, customer testimonials, and two-way communication facilitated by comments and direct messages (DMs). Customer involvement through reposted content and ongoing engagement plays a key role in building trust and fostering loyalty. The professional image of the brand is further reinforced by utilizing Instagram highlight features that showcase service portfolios, customer reviews, and booking information. With an engagement rate of 7–9%, the communication strategy successfully fosters positive perception, increases user interaction, and strengthens emotional bonds between the brand and its audience.
Differentiation of Live Streaming Strategies: Reception Analysis on the YouTube Channel DEANKT Tatok, Muhammad Yudistira Putra Pamungkas; Sari, Eka Anisa
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i6.59887

Abstract

This study explores various strategies employed by YouTube streamer DEANKT to shape audience reception and engagement through live streaming. Using a qualitative approach and reception analysis methodology, this research examines how these differentiated tactics—such as content segmentation, real-time audience interaction via live chats and donations (Saweria), and the implementation of membership tiers—distinctly compare to other channels and influence the dynamic relationship between the streamer and viewers. Observational data were collected from DEANKT's live streaming sessions, complemented by interviews with five active participants and an analysis of community interactions on platforms such as Discord. The findings highlight the effectiveness of DEANKT's diverse strategies in fostering audience loyalty, enhancing viewer participation, and creating a strong sense of community. Key results include the role of membership features in strengthening audience loyalty, the impact of donation-based interactions on viewer satisfaction, and the importance of diverse content segmentation in maintaining audience interest. Most respondents aligned with DEANKT's communication patterns, with the majority positioned in a dominant reception stance, indicating high levels of agreement and engagement with the streamer's strategies. This study contributes to the understanding of how personalized and interactive approaches can transform live streaming into an immersive and participatory experience, ultimately shaping the evolving landscape of digital media consumption.
Implementasi Strategi Promosi Universitas Muhammadiyah Cirebon Dalam Meningkatkan minat Pendaftaran Mahasiswa Baru Pada Platform Instagram @officialpmbumc.id Al Farisi, Salman Yahya; Sari, Eka Anisa
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i11.62479

Abstract

Dalam era digitalisasi yang semakin berkembang, media sosial menjadi sarana penting bagi perguruan tinggi dalam membangun citra dan meningkatkan minat pendaftaran mahasiswa baru. Penelitian ini berfokus pada implementasi strategi promosi Universitas Muhammadiyah Cirebon (UMC) melalui platform Instagram @officialpmbumc.id sebagai upaya meningkatkan minat calon mahasiswa. Tujuan penelitian ini adalah untuk mengetahui efektivitas strategi promosi digital yang dilakukan UMC dalam memperluas jangkauan informasi dan menarik perhatian audiens target. Penelitian ini menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, wawancara, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa pemanfaatan media sosial, khususnya Instagram, mampu menciptakan komunikasi interaktif dan membangun persepsi positif terhadap institusi. Berdasarkan data penerimaan mahasiswa baru dari tahun 2020 hingga 2024, jumlah pendaftar mengalami peningkatan signifikan dari 6.653 menjadi 10.804 mahasiswa. Hal ini menunjukkan bahwa strategi promosi digital UMC terbukti efektif dalam meningkatkan minat dan jumlah pendaftaran mahasiswa baru. Dengan demikian, promosi melalui Instagram tidak hanya memperkuat citra universitas, tetapi juga menjadi strategi komunikasi yang relevan dan berdampak nyata dalam persaingan antar perguruan tinggi di era digital.
Co-Authors Al Farisi, Salman Yahya Azali, Aulia Syafadilla Diska Arliena Hafni, Diska Arliena Faisal Fajri Rahani Gibbran Prathisara Jandevi, Uspal Kamal, Refal Mustafa Khoirunissa, Khoirunissa Luthfiyah, Syaripah Machruf, Awalludin Muhammad Nuh Muhammad Rifa'at Adiakarti Farid Mustafa, Dany Prayudha, Prayudha Puspita, Amanda Dela Putra, Aldi Renaldy Hadi putra, yoga permana Rahmawati, Dhea Robi'in, Bambang Robi'in, Sapto Yuliani Saraswati, Yasti Rizkandar Setiawan, Resdika Anggesa Dwi Sirajuddin, Muhammad Mar'ie Tatok, Muhammad Yudistira Putra Pamungkas Tribuwana, Mohammad Endy Vera Yuli Erviana