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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal The Messenger Jurnal Penelitian Pendidikan IPA (JPPIPA) Ganaya: Jurnal Ilmu Sosial dan Humaniora MUHARRIK: JURNAL DAKWAH DAN SOSIAL Journal of Humanities and Social Studies MBIA Medium : Jurnal Ilmiah Fakultas Ilmu Komunikasi Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) JINAV: Journal of Information and Visualization Khazanah Multidisiplin Jurnal Public Relations (J-PR) Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Jurnal Pengabdian Mandiri Jurnal Audiens Communica : Journal of Communication
Zinaida, Rahma Santhi
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Journal : Communica : Journal of Communication

 1 
The Role of Endorsers in Optimizing Sme Promotion Through Instagram Social Media in Palembang Aquina, Salsa Melania Aquina; Zinaida, Rahma Santhi; Helmi, Sulaiman; Jabir, Bastian
Communica : Journal of Communication Vol. 2 No. 3 (2024): July 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v2i3.307

Abstract

The advancement of information technology and the growing popularity of e-commerce have revolutionized marketing culture, allowing producers to connect directly with consumers through platforms like Instagram, regardless of time and location. This study, titled "The Role of Endorsers in Optimizing SME Promotion Through Instagram Social Media in Palembang," investigates how endorsers enhance SME product visibility and influence through the Instagram account @Sikonyols. By employing qualitative methods and analyzing data from the endorser’s account, followers, and collaborating SMEs, the study finds that endorsers significantly impact consumer purchasing decisions by delivering precise communication and influencing followers. This research fills a gap in understanding the effectiveness of digital marketing strategies for SMEs. The findings suggest that effective communication styles and accurate information delivery by endorsers greatly enhance promotional reach, underscoring the importance of influencer marketing in the digital era. The implications highlight that SMEs should leverage social media endorsements to optimize product promotions, significantly benefiting from reduced marketing costs and increased brand awareness.
Analysis of Digital Marketing Public Relations Strategy in Efforts to Market BBK (Quality Fuel) Products through the My Pertamina Application Kurniawan, Achmad; Zinaida, Rahma Santhi; Jabir, Bastian; Helmi, Sulaiman
Communica : Journal of Communication Vol. 2 No. 3 (2024): July 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v2i3.348

Abstract

This study aims to analyze the Public Relations (PR) strategy of Pertamina Patra Niaga Regional Region of South Sumatra in marketing Special Fuel ((QUALITY FUEL)) products through the My Pertamina application, as well as evaluate its impact on customer loyalty and fuel usage during a certain period. This study uses a qualitative approach with data collection methods through in-depth interviews, direct observation, and documentation. Primary data was obtained from interviews with Pertamina's Public Relations, while secondary data came from related literature and media reports. The analysis was carried out to understand the effectiveness of marketing strategies and the application of digital technology in increasing the use of Quality fuel. The results of the study show that the PR strategy through the My Pertamina application significantly increases customer loyalty. The app facilitates transactions and provides a points-based loyalty program that is effective in attracting customers. The increase in the use of Quality fuel products, especially Pertamax and Dex Series, was recorded during the homecoming period with an increase in demand of up to 64%. The Public Relations strategy through the My Pertamina application is effective in increasing customer loyalty and promoting (QUALITY FUEL) products. However, there are challenges in the implementation of digital technology, especially among people who are not used to using applications. Further education is needed to optimize the benefits of this app across customer segments
Analysis of Marketing Public Relations Strategy by. U Provider in Enhancing Brand Awareness Through Social Media Ochsa Dwiprakasa, Muhammad; Misnawati, Desy; Zinaida, Rahma Santhi; Isnawijayani
Communica : Journal of Communication Vol. 3 No. 1 (2025): January 2025
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v3i1.397

Abstract

This study aims to analyze the marketing public relations strategies the By.U provider employs to increase brand awareness through social media. The research method used is a qualitative approach with several data collection techniques, including interviews, observation, and documentation. The data analysis employed is qualitative data analysis, which involves three main activities: data reduction, data presentation, and conclusion drawing or verification. Based on the research findings, it can be concluded that.U's marketing public relations planning strategy almost entirely adheres to the dimensions and indicators in the strategic planning process outlined by Whalen, known as Whalen’s 7-Step Strategic Planning Process. The only shortcoming lies in the situational analysis dimension, where U did not fully implement a SWOT analysis but only utilised certain aspects. The marketing public relations efforts By.U have generally been successful and aligned with the Three Ways Strategy concept by Thomas L. Harris. However, areas still need improvement, such as the frequency of interaction by the By.U team on Instagram comments, which is rarely done, and the repetitive use of the same color scheme in their posts, leading to follower fatigue. Moreover, there is a lack of broader outreach to less tech-savvy individuals. Additionally, the brand awareness of By.U users and potential users, according to Aaker's (1991) theory, is still at the brand recognition level.
Co-Authors Achmad Kurniawan Ali, Nazlena Mohamad Anggraini, Marshella Annisa Ramdhania Apriani , Mira Apriani, Mira Aprinda, Ria Aprizal Fikri Aquina, Salsa Melania Aquina Asri, Mauliana Desy Misnawati DEWI SARTIKA Diantara, Eku Fahmi, Muhammad Syahid Fitriyani, Rosha Hafizni, Mohamad Hardiyanti, Siti Tanti Isnawijayani Jabir, Bastian Merdianto, Efran Misnawati, Desy Moh Hafizni MS, Ratu Mutialela Caropeboka Muji Gunarto Nanda Fadilla Ochsa Dwiprakasa, Muhammad P.L, Siti Rahayu Prismadarti, Anggun Qhostory, Muhammad Regina V. H., Genoveva Siti Lady Havivi Sulaiman Helmi Sulistyanto, Apri Dwi Taqwa, Dwi Muhammad Triwidayatsih, Triwidayatsih Wedadjati, Ratna Sesotya Wijayani, Isna Wulandari , Citra Mayu Zaid Amin, Zaid