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Santoso, Hudi
Institut Pertanian Bogor
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Strategi Content Creator Bali United Store dalam Mengembangkan Customer Engagement di Tiktok Maharani, Larasati; Santoso, Hudi
Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v9i1.6148

Abstract

Bali United Store, as the official store of the Bali United football club, utilizes its TikTok account as a means of disseminating information and promoting products to fans. This platform is used to strengthen relationships with audiences and build ongoing engagement. This study aims to explain how Bali United Store's TikTok content creators design and manage content in an effort to increase customer engagement during the period from August to December 2025. The research uses a descriptive qualitative approach through observation, interviews, and documentation of content activities on the Bali United Store TikTok account. The analysis refers to The Circular Model of SOME (Share, Optimize, Manage, Engage) as a framework for identifying the application of each stage of the digital communication strategy. The results show that the four stages of the SOME model are consistently applied in content management practices. The share stage is realized through the presentation of club identity-based content and product promotions. The optimize and manage stages are reflected in the selection of appropriate formats and active management of interactions. The engage stage is carried out through efforts to encourage audience participation and responses. This implementation has resulted in increased engagement, expanded content reach, and strengthened brand loyalty for Bali United Store in the digital realm.
Strategi komunikasi instagram kawungpitu institute (@kawungpitu_id) untuk meningkatkan kepedulian lingkungan Salsabila, Defika Tasya; Santoso, Hudi
Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Vol 12 No 1 (2026): April 2026 Jurnal Komunikasi Universitas Garut : Hasil Pemikiran dan Penelitian
Publisher : Universitas Garut

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Abstract

Abstract The decline in environmental quality caused by climate change, pollution, and ecosystem degradation requires effective communication strategies to increase public awareness of sustainability issues. This study aims to analyze the Instagram communication strategy of Kawungpitu Institute (@kawungpitu_id) in raising environmental awareness through the application of Social Media Logic principles, including programmability, popularity, connectivity, and datafication. The research employs a descriptive qualitative approach through observation, interviews with three internal informants, and analysis of Instagram Insight data. The findings show that the communication strategy is implemented through structured content planning, scheduling posts based on user activity, and the use of visual storytelling through carousel posts, Instagram Stories, and short videos. The Youth Fraction in Action program serves as an implementation of this strategy by encouraging user engagement through competitions or webinars, achieving 16,060 account reach and 68,904 account views. Overall account performance reached 36,424 account reach and 93,589 account views, accompanied by increased interaction and profile visits. The application of programmability is reflected in content planning aligned with user activity patterns on Instagram, popularity through user interactions influencing content distribution, connectivity through user involvement in collaborations, and datafication through the use of insights in strategy evaluation. Keywords: Environmental communication; social media logic; instagram; youth fraction in action.   Abstrak  Penurunan kualitas lingkungan akibat perubahan iklim, polusi, dan degradasi ekosistem menuntut strategi komunikasi yang efektif untuk meningkatkan kepedulian publik terhadap isu keberlanjutan. Penelitian ini bertujuan untuk menganalisis strategi komunikasi Instagram Kawungpitu Institute (@kawungpitu_id) dalam meningkatkan kepedulian lingkungan melalui penerapan prinsip Social Media Logic yang mencakup programmability, popularity, connectivity, dan datafication. Metode penelitian menggunakan pendekatan deskriptif kualitatif melalui observasi, wawancara dengan tiga informan internal lembaga, dan analisis data Instagram Insight. Hasil penelitian menunjukkan bahwa strategi komunikasi dilakukan melalui perencanaan konten terstruktur, penjadwalan unggahan berdasarkan aktivitas pengguna, serta penggunaan visual storytelling melalui carousel, Instagram Story, dan video pendek. Program Youth Fraction in Action menjadi bentuk implementasi strategi yang mendorong keterlibatan pengguna melalui kompetisi atau webinar dengan capaian 16.060 account reach serta 68.904 account views. Performa akun secara keseluruhan menunjukkan 36.424 account reach dengan 93.589 account views disertai peningkatan interaksi dan kunjungan profil pengguna. Penerapan prinsip programmability terlihat melalui perencanaan konten yang menyesuaikan pola aktivitas pengguna di Instagram, popularity dari interaksi yang memengaruhi distribusi konten, connectivity melalui keterlibatan pengguna dalam kolaborasi, dan datafication melalui pemanfaatan insight dalam evaluasi strategi. Kata-kata kunci: Komunikasi lingkungan; logika media sosial; instagram; youth fraction in action.  
Co-Authors Abung Supama Wijaya Abung Supama Wijaya, Abung Supama Ahmad Aulia Arsyad, Ahmad Aulia Ainii, Dian Fitri Nuur’ Ajiba, Indi Deraya Alfath, Haifi Nalendra Alfath, Muhammad Ali, Mohd Nor Shahizan Ali, Zerlynda Alifia, Luna Diva Alsa Marsela Amarissa, Vania Amiruddin Saleh Ana Kuswanti Andika Prasetya, Andika Anggraini, Zifa Anindya, Sahla Nur Artha, Kania Chairunnisa Dwi Aulia, Raden Roro Fatimah Azzahra Azahra, Nazwa Rivie Azalia, Muthiah Azzahra, Adinda Azzahra, Shavira Nazwa Azzahra, Vania Trixie Bayu Suriaatmaja Suwanda Caroline, Keysha Cholagi, Fahmi Fuad Cikawati, Nabila Dafina, Kania David Rizar Nugroho Dewanto, Berlian Rahmah Dhiyayl Haq, Salma Dyah Prabandari Fadhilah, Muhammad Evan Fahriza, Muhammad Alvito Faturokhman, Muh Fauziah, Raden Gladis Muthia Frisaningrum, Vansa Audia Gumilang, Bintang Nugraha Gumilang, Gita Gianty Habibie, Muhamad Habibullah, Dwi Rafi HADI, Claresta Asfa Anindita Hadiyanto Hadiyanto Hadiyanto Halim, Muthia Malihah Raniah Hari Otang Sasmita Harpin, Rici Tri Hasibuan, Ilal Hamdi Ika Sartika Ika Sartika Iskandar, Muhammad Irsyad Karimah, Sofwa Nurul Khairunnisa, Anggi Widia Khalila Zahra Maharani Kusnandar, Muhammad Qidam Larasati, Cinta Ing Leonard Dharmawan Madestan, Restu Putra Maha, Khalila Zahra Maharani, Elisabeth Mellyana Dea Maharani, Khalila Zahra Maharani, Larasati Manisya, Nabhila Manisya, Nabila Marcelly, Laudya Maulidia, Diva Trianza Mawarti, Lely Ika Meisykla, Rafilza Moenawar, Mohamad Ghozali Mohamad Ghozali Moenawar Musa Hubeis Muzykant, Valerii L. Nabhila Manisya Nisrina Novi Andhini, Ginandita Nursaidah, Amira Putra, Alsakti Alamanda Tr Putra, Verdito Rizky Daffa Putri, Faradita Putri, Fardita R. Agni Najwa Madenda Rafiasa, Muhammad Rahmah, Asyri Abghi Ramadhan, Akhila Dilan Ramadhan, Revan Khaira Ramdani, Guruh Raya, Mohamad Arr Syal Regitha Avantie, Marsya Rici Tri Harpin Pranata Rinaldi, Sultan Alif Rizki, Ananda Saleh, Amirruddin Salsabila, Davina Elmaliya Salsabila, Defika Tasya Salsabila, Safitri Shafinas, Citra Ayu Siahaan, Garry Leroy Secunda Neville SITI MARYAM Siti Sakinah, Siti Soraya, Afifah Puteri Sukamto, Ika Sumiyarsi Supama Wijaya, Abung Supandi, Muhammad Luthfie Suparman Suparman Suriaatmaja, Bayu Suryana, Syifa Rachmania Sutisna Riyanto Tayibnapis, Radita Gora Ulya, Enden Darjatul Untari, Rini Utami, Mirta Riski Wahyu Budi Priatna Waluya, Gilang widya astuti Zahra Maharani, Khalila Zahra, Khalila Zahra, Salsa Aulia Zempi, Charun Nisa