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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 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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Marketing Communication Strategy on Instagram Social Media @ninetynine.indo in Increase Brand Awareness Putra, Yoga Permana; Sari, Eka Anisa
LONTAR: Jurnal Ilmu Komunikasi Vol. 12 No. 2 (2024): Lontar : Jurnal Ilmu Komunikasi
Publisher : Program Studi Ilmu Komunikasi Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/lontar.v12.i2.9611

Abstract

This study aims to discover Ninetynine's marketing communication strategy for increasing Brand Awareness through Instagram social media @ninetynine.imdo. This study uses a qualitative research method with a Descriptive approach. The data collection techniques used in interviews, observations, and documentation were processed and analyzed using marketing mix theory and persuasion knowledge theory. The study results show that Ninetynine's marketing communication strategy has succeeded in increasing brand awareness on Instagram, with one of them optimizing Instagram features, most of which have been done well. The marketing strategy to increase Brand Awareness so that it continues to exist, Ninetynine still has to promote and improve so that its products continue to grow and become more expansive and remain in demand by Consumers, which is by the 7P Marketing Mix by Kotler and Keller, namely: 1) Product. 2) Price. 3) Place. 4) Promotion by implementing a promotion mix such as Advertising, Sales promotion, Direct marketing, Public relations, and Internet marketing. 5) People (participants/people). 6) Process. 7) Physical evidence.
Social Media in Electoral Communication: A Case Study of Strategic Initiatives by Bantul Election Commission for the 2024 Elections Sari, Eka Anisa; Setiawan, Resdika Anggesa Dwi; Jandevi, Uspal
CHANNEL: Jurnal Komunikasi Vol. 11 No. 2 (2023): CHANNEL: Jurnal Komunikasi 23rd Edition
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/channel.v11i2.377

Abstract

In the contemporary landscape of democratic processes, the role of social media has become instrumental in shaping political communication strategies. This study investigates the nuanced dynamics of social media utilization, with a specific focus on its impact on the effectiveness of communication strategies employed during the 2024 Elections by the Bantul Election Commission (KPU Bantul) in Indonesia. Recognizing the potential of social media in enhancing voter participation, KPU Bantul strategically employed platforms such as Instagram, websites, and YouTube to educate, engage, and mobilize the public. Through a qualitative analysis rooted in social media theory and communication strategy frameworks, this research explores the innovative methods used by KPU Bantul. Key findings encompass strategic networking and coordination, digital literacy initiatives targeting novice voters, challenges in measuring social media impact, and the transformative potential of integrating social media within electoral processes. The study not only sheds light on the intricate mechanisms of social media utilization but also offers practical insights for improving social media initiatives in future electoral contexts.
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.
Retorika Kepemimpinan Dalam Representasi Fiksi: Analisis Pidato Erwin Smith Dalam Anime Attack on Titan Abdillah, Awalludin Muzaqi; Sari, Eka Anisa
Riwayat: Educational Journal of History and Humanities Vol 8, No 3 (2025): July, Social Studies, Educational Research and Humanities Research.
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jr.v8i3.48601

Abstract

Penelitian ini mengkaji retorika kepemimpinan dalam media fiksi melalui pidato Erwin Smith dalam anime Attack on Titan, yang telah ditonton lebih dari 100 juta penonton global (MyAnimeList Crunchyroll, 2024). Fokus utama adalah analisis unsur retoris ethos, pathos, dan logos serta dampaknya terhadap loyalitas, motivasi, dan legitimasi moral. Berdasarkan data Milennial Leadership Index (2024), 72% generasi muda mengidolakan pemimpin yang berani berkorban demi kelompok, sebagaimana direpresentasikan dalam karakter Erwin. Hasil penelitian menunjukkan bahwa anime dapat menjadi media edukatif dan reflektif dalam pembelajaran nilai-nilai kepemimpinan dan retorika modern.
Strategi Advokasi Komite Perlindungan dan Pemenuhan Hak Penyandang Disabilitas DIY di Masa Pandemi Covid-19 Mustafa, Dany; Farid, Muhammad Rifa'at Adiakarti; Sari, Eka Anisa
INKLUSI Vol. 10 No. 1 (2023)
Publisher : PLD UIN Sunan Kalijaga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14421/ijds.100101

Abstract

Abstract This study discusses the advocacy strategy of the Committee for the Protection and Fulfillment of the Rights of Persons with Disabilities in Yogyakarta during the covid-19 pandemic. The background for the formation of this research is because DIY declared it self to be a Disability-Friendly Province and the DIY Disability Committee during the covid-19 pandemic did advocacy. This research use descriptive qualitative methode. The results of this study indicate that the Disability Committee's advocacy strategy uses informal or implied communication methods to influence the elite of the main decision-making officials to prioritize the principle of inclusivism. The committee is not focused on temporal and personal cases during the pandemic, what is more of a priority is the change in the system itself, so that the success of advocacy can have a broad and sustainable impact. Abstrak Penelitian ini mendiskusikan mengenai strategi advokasi Komite Perlindungan dan Pemenuhan Hak Penyandang Disabilitas DIY di masa pandemi covid-19. Latar belakang terbentuknya penelitian ini karena DIY mencanangkan diri sebagai Provinsi Ramah Disabilitas dan Komite Disabilitas DIY selama pandemi covid-19 banyak melakukan advokasi. Penelitian ini menggunakan metode kualitatif deskriptif. Hasil penelitian menunjukkan strategi advokasi Komite Disabilitas menggunakan metode komunikasi informal atau tersirat untuk mempengaruhi elit-elit pejabat utama pengambil keputusan agar lebih mengedepankan prinsip inklusivisme. Komite tidak terpaku pada kasus-kasus temporal dan personal di masa pandemi, yang lebih menjadi prioritas adalah perubahan sistem itu sendiri, sehingga keberhasilan advokasi bisa berdampak luas dan berkelanjutan.
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.
Strategi Komunikasi Pemasaran Media Digital Instagram Coffee Shop Bata Mera Coffee & Cascara dalam Meningkatkan Loyalitas Konsumen Putra, Aldi Renaldy Hadi; Sari, Eka Anisa
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 10 No 1 (2026): JANUARY 2026
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.v10i1.5118

Abstract

Businesses are becoming more competitive in the age of globalization.  Consequently, the company will be unable to compete with its rivals if it does not employ an effective marketing plan.  Businesses utilize effective communication to remind, educate, and convince consumers about the goods they plan to sell, either directly or indirectly.  The data gathered by the researcher includes a description of the scenario from field notes, interview manuscripts, and personal papers. The nature of this study is qualitative and descriptive. This researcher uses a qualitative approach, so in this research it aims to match the phenomenon being studied with the STP (Segmentation, Targeting, and Positioning) theory. Thus, it can be concluded that the marketing communication plan implemented by Bata Mera coffee & Cascara is to use Instagram social media promotion by using STP theory to increase consumer loyalty. From various posts, whether it is education related to the mainstay product knowledge of Bata Mera coffee & Cascara or activities that occur in Bata Mera coffee & Cascara.
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.
Strategi Pemasaran melalui Platform Digital serta Diversifikasi Produk Beras Kelompok Tani Ngudi Makmur untuk meningkatkan daya saing di era digital Sari, Eka Anisa; Sirajuddin, Muhammad Mar'ie; Hafni, Diska Arliena; Tribuwana, Mohammad Endy; Kamal, Refal Mustafa; Puspita, Amanda Dela; Khoirunissa, Khoirunissa; Erviana, Vera Yuli
Borobudur Communication Review Vol 5 No 2 (2025): Borobudur Communication Review
Publisher : Universitas Muhammadiyah Magelang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31603/bcrev.14814

Abstract

This community service activity aims to increase the capacity of the Ngudi Makmur farmer group in Seyegan, Sleman, Yogyakarta through digital marketing training and rice product diversification. The training materials covered digital marketing, branding, communication, and rice flour processing. The methods used included counseling, interactive training, and evaluation through pre- and post-tests. The evaluation results showed an increase in the average score of participants from 0.57 in the pre-test to 0.89 in the post-test. The level of understanding of participants before the training was still low, especially in the aspects of communication (15 participants) and rice product diversification (10 participants). After the training, there was a significant and even increase in all aspects, namely digital marketing (33 participants), branding (35 participants), communication (29 participants), and rice product diversification (27 participants). Thus, this activity has proven effective in increasing the knowledge and skills of farmer groups, both in utilizing digital platforms for marketing and in developing innovative rice-based products. This program is expected to strengthen the competitiveness and economic independence of farmer groups in a sustainable manner.
Edukasi Kehalalan dan Keamanan Produk Berbasis Literasi Komunikasi Digital di Gilangharjo Pandak Bantul Azali, Aulia Syafadilla; Nuh, Muhammad; Rahmawati, Dhea; Saraswati, Yasti Rizkandar; Yuliani, Sapto; Sari, Eka Anisa
Jurnal SOLMA Vol. 14 No. 3 (2025)
Publisher : Universitas Muhammadiyah Prof. DR. Hamka (UHAMKA Press)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/solma.v14i3.20962

Abstract

Pendahuluan: Perkembangan teknologi digital membawa dampak besar pada penyebaran informasi, termasuk terkait kehalalan dan keamanan produk. Namun, literasi masyarakat, khususnya pelaku usaha mikro, kecil, dan menengah (UMKM), masih terbatas dalam memahami standar halal-thayyib dan keamanan pangan. Studi ini bertujuan untuk meningkatkan pemahaman masyarakat Desa Gilangharjo, Bantul melalui edukasi berbasis literasi komunikasi digital. Metode: Sosialisasi, pelatihan interaktif, simulasi penggunaan laman halal resmi, pendampingan, serta evaluasi. Hasil: Adanya peningkatan signifikan pengetahuan masyarakat dengan skor rata-rata pretest 41,53 meningkat menjadi 45,69 pada postest (p=0,000). Edukasi ini memberikan dampak positif yang merata tanpa dipengaruhi faktor usia maupun jenis kelamin. Kesimpulan: Edukasi kehalalan dan keamanan produk berbasis literasi digital efektif meningkatkan kesadaran masyarakat, mendorong perilaku konsumsi kritis, serta memperkuat kesiapan UMKM menghadapi sertifikasi halal nasional.
Co-Authors Al Farisi, Salman Yahya Azali, Aulia Syafadilla Diska Arliena Hafni, Diska Arliena Jandevi, Uspal Kamal, Refal Mustafa Khoirunissa, Khoirunissa Luthfiyah, Syaripah Machruf, Awalludin Muhammad Nuh Muhammad Rifa'at Adiakarti Farid Mustafa, Dany Puspita, Amanda Dela Putra, Aldi Renaldy Hadi putra, yoga permana Rahmawati, Dhea Sapto Yuliani Saraswati, Yasti Rizkandar Setiawan, Resdika Anggesa Dwi Sirajuddin, Muhammad Mar'ie Tatok, Muhammad Yudistira Putra Pamungkas Tribuwana, Mohammad Endy Vera Yuli Erviana