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All Journal J-IKA : Jurnal Ilmu Komunikasi Fakultas Ilmu Komunikasi Universitas BSI Bandung Al-MIKRAJ: Jurnal studi Islam dan Humaniora Global Komunika : Jurnal Ilmu Sosial dan Ilmu Politik Journal of Creative Power and Ambition (JCPA) Tamilis Synex: Multidimensional Collaboration Komunikasi : Jurnal Komunikasi
Edi Wijaya
Universitas Bina Sarana Informatika
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PERAN HOST LIVE STREAMING DALAM MENINGKATKAN CITRA PERUSAHAAN (STUDI KASUS PADA BRAND MAHORAHORA) Andini Julia Rahayu; Edi Wijaya
Tamilis Synex: Multidimensional Collaboration Vol. 4 No. 03 (2026): Tamilis Synex
Publisher : CV Edujavare Publishing

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Abstract

This research is motivated by Mahorahora’s use of live streaming as a communication medium between the company and its audience, with the host acting as the party who interacts with viewers and represents the company. Based on observations, the host’s role has not been fully maximized, particularly in delivering information and interacting with the audience. This study aims to examine the role of live streaming hosts in improving Mahorahora’s corporate image. The research employed a descriptive qualitative method with a constructivist paradigm. Data were collected through semi-structured interviews with five informants consisting of one E-Commerce Sales employee, two live streaming hosts, and two audience members, as well as through observation and documentation. Data were analyzed using the Miles, Huberman, and Saldana model, while the Stimulus-Organism-Response (S-O-R) theory was used to examine host communication as a stimulus and audience understanding, trust, interest, and perception as responses. The findings show that hosts act as product information providers, interaction builders, links between the company and audience, and company representatives in shaping Mahorahora’s image. However, these roles are not fully optimized due to unstructured information, brief responses, and inconsistent interaction. Improving the host’s role is therefore needed to support a more positive corporate image.
THE INFLUENCE OF FLASH COFFEE'S MARKETING COMMUNICATION ON INSTAGRAM ON PURCHASE DECISIONS Claguena Tommy; Edi Wijaya
Tamilis Synex: Multidimensional Collaboration Vol. 4 No. 03 (2026): Tamilis Synex
Publisher : CV Edujavare Publishing

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The development of social media has transformed the pattern of corporate marketing communication in building relationships with audiences. Instagram has become a platform widely utilized for marketing communication because it can present attractive visual content, interactive features, and broad user reach. Flash Coffee utilizes Instagram to provide product information, promotional content, and brand image-building activities aimed at influencing purchase decisions. This study aims to determine the influence of Flash Coffee's marketing communication on Instagram on purchase decisions. The study employed a quantitative method with a descriptive approach. Data were collected through an online questionnaire from 271 respondents who had seen Flash Coffee's Instagram content and had purchased Flash Coffee products. Data were analyzed using SmartPLS 4 through evaluation of the outer model, inner model, and bootstrapping hypothesis testing. The results show that all indicators met the validity and reliability criteria. The R-Square value for purchase decisions was 0.497, indicating that marketing communication explained 49.7% of the variance in purchase decisions. The path coefficient was 0.705, with a T-statistic of 25.501 and a P-value of 0.000, indicating a positive and significant relationship. The findings indicate that clear messages, attractive visual content, consistent communication, and audience interaction through Instagram are associated with purchase decisions among Flash Coffee consumers in Depok. The findings also support the Stimulus-Organism-Response (S-O-R) framework used in the study.
ANALISIS ISI KONTEN MEDIA SOSIAL INSTAGRAM @bppsdm_kp DALAM MENINGKATKAN ENGAGEMENT Muhammad Raffli Fadlielah; Edi Wijaya
Tamilis Synex: Multidimensional Collaboration Vol. 4 No. 03 (2026): Tamilis Synex
Publisher : CV Edujavare Publishing

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The presence of government institutions on Instagram does not automatically guarantee effective public communication, particularly in driving active engagement from the general public as the primary target audience. This issue is central to the @bppsdm_kp account of the Human Resources Development and Extension Agency for Marine Affairs and Fisheries (BPPSDM KP), which despite being active since 2017 with over 32,000 followers, still sees its interactions predominantly driven by internal staff. This study aims to analyze the content of @bppsdm_kp based on the Four Pillars of Social Media Strategy framework (Lon Safko & David K. Brake) and examine the engagement patterns generated by each content type. A descriptive qualitative content analysis method was employed, with data collected through indepth interviews with three informants from the BPPSDM KP Public Relations Team, digital observation, and documentation study. The findings indicate that all four content pillars — information, education, entertainment, and collaboration — have been implicitly implemented through a weekly content calendar system, yet without explicitly defined proportions. Vocational education and KKP scholarship program content consistently generated the highest engagement by addressing the audience's real needs. Two primary obstacles were identified: limited creativity in original content production and the absence of professional analytics tools. This study concludes that transitioning from operationally-driven to data-based strategically-driven content management is an urgent necessity for @bppsdm_kp to sustainably enhance public engagement.
Co-Authors Alferdo Satya Kurniawan Andini Julia Rahayu Claguena Tommy Galih Geraldi Primayana Haura Clara Hanka Jemi Ngadiono M. Ismail Alif Muhammad Raffli Fadlielah Muhammad Syukri Sri Wulandari Taqwa Sejati Widarti