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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Informatika Kaputama (JIK) Medium : Jurnal Ilmiah Fakultas Ilmu Komunikasi Nivedana : Jurnal Komunikasi dan Bahasa Jurnal Sains Indonesia Jurnal Pengabdian kepada Masyarakat Journal of Communication Studies International Journal of Education and Social Science (IJESS) Jurnal Riset Rumpun Seni, Desain dan Media (JURRSENDEM) The Journal Of English Teaching For Young And Adult Learners All Fields of Science Journal Liaison Academia and Sosiety Jurnal Sarjana Ilmu Komunikasi (J-SIKOM) Jurnal Ilmiah Teknik Informatika dan Komunikasi El-Mujtama: Jurnal Pengabdian Masyarakat Jurnal Indonesia : Manajemen Informatika dan Komunikasi Jurnal Cendekia Ilmiah JURNAL SOSIAL TERAPAN (JSTR)
Bachtiar, Willy
Sekolah Vokasi IPB University, Jln Kumbang No. 14 Bogor, Indonesia
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Strategi Komunikasi Pemasaran Melalui Instagram @muspera_kehutanan untuk Meningkatkan Kunjungan Wisatawan di Museum dan Perpustakaan Kementerian Kehutanan Made Shanty Aurellia; Willy Bachtiar
Jurnal Ilmiah Teknik Informatika dan Komunikasi Vol. 5 No. 2 (2025): Juli: Jurnal Ilmiah Teknik Informatika dan Komunikasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/juitik.v5i2.1042

Abstract

Marketing Communication Strategy through Instagram @muspera_kehutanan to increase tourist visits to the Museum and Library of the Ministry of Forestry aims to describe the promotional methods carried out by the Museum and Library of the Ministry of Forestry on Instagram social media. This type of research uses a descriptive qualitative method using the IMC (Integrated Marketing Communication) Theory with a focus on four implementation patterns: Word of Mouth Marketing, interactive/internet marketing through social media, publicity and public relations, and events & experiences. The results of this study indicate that the strategy used by the Museum and Library of the Ministry of Forestry in promoting educational tourism objects through the Instagram media @muspera_kehutanan is to utilize Instagram and TikTok social media to spread educational, entertainment, and promotional content that is appropriate to the target audience. In addition, the word of mouth strategy also plays a role in increasing visits, with recommendations from previous visitors. Content that is consistently posted on Instagram helps build a positive image of Muspera and increases interaction with the audience. However, challenges such as the lack of cross-promotion with external parties limit the reach of a wider audience. Overall, the marketing communication strategies implemented by Muspera have proven successful in attracting tourist interest, although there are some areas that can still be improved
Implementation Public Relations Performance of The Bogor City Legislative Council Secretariat in Improving Communication Strategies Digital Insta-gram Account @Setwankotabogor Denariansyah, Azqia; Bachtiar, Willy
IJESS International Journal of Education and Social Science Vol. 6 No. 2 (2025): VOL 6 NO 2 OCTOBER 2025
Publisher : INTERNATIONAL PENELITI EKONOMI, SOSIAL, DAN TEKNOLOGI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56371/ijess.v6i2.395

Abstract

In the era of digitalization and bureaucratic reform, demands for transparency, accountability and openness of public information are getting higher. This research aims to analyze the implementation of the Public Relations performance of the Bogor City DPRD Secretariat in managing digital communication strategies through the @setwankotabogor Instagram account, as well as identifying challenges faced and steps taken to improve the effectiveness of public communication. The research method used is descriptive qualitative with an observation approach, in-depth interviews, and literature studies. The results showed that the Public Relations of the Bogor City DPRD actively utilizes Instagram as the main communication media with a focus on disclosing information on official activities and building a positive image of the institution. However, significant challenges faced include limited human resources, digital work tools, and content creativity. To address these challenges, public relations implemented a strategy of adaptation to digital trends, regular content evaluation, intensive internal coordination, and utilization of big moments to increase information reach. This research confirms the important role of government public relations in building two-way communication with the public through an adaptive and structured digital strategy.
PEMANFAATAN ARTIFICIAL INTELLIGENCE (AI) UNTUK PEMBUATAN CAPTION MEDIA SOSIAL DALAM PENGEMBANGAN PROMOSI DIGITAL DI SAUNG ELING BOGOR Taufan Latif, Alfa; Camila Hamdani, Tasya; Marithasari, Harries; Bachtiar, Willy; Dharmawan, Leonard; Supama Wijaya, Abung; Kuntoro, Diadji
Martabe : Jurnal Pengabdian Kepada Masyarakat Vol 8, No 12 (2025): MARTABE : JURNAL PENGABDIAN KEPADA MASYARAKAT
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jpm.v8i12.%p

Abstract

Kegiatan pengabdian kepada masyarakat ini dilaksanakan di Kampung Wisata Saung Eling, Kelurahan Mulyaharja, Kota Bogor, dengan tujuan meningkatkan keterampilan digital masyarakat dalam memanfaatkan teknologi Artificial Intelligence (AI) untuk pembuatan caption media sosial. Saung Eling sebagai destinasi wisata berbasis komunitas memiliki potensi besar dalam promosi digital, namun masih menghadapi tantangan dalam konsistensi narasi dan kreativitas konten. Melalui pelatihan ini, peserta diperkenalkan pada konsep dasar AI, teknik membuat prompt yang efektif, dan praktik menggunakan aplikasi seperti ChatGPT, Gemini, Canva AI, dan CapCut AI. Peserta belajar menulis caption dengan pendekatan storytelling, engagement, dan penggunaan hashtag yang relevan. Hasil kegiatan menunjukkan peningkatan kemampuan peserta dalam membuat caption yang menarik, informatif, dan sesuai dengan karakter wisata lokal. Kegiatan ini menjadi bentuk kontribusi nyata Program Studi Komunikasi Digital dan Media dalam penguatan literasi digital masyarakat menuju promosi pariwisata yang berkelanjutan.
Peran Content Marketing dalam Meningkatkan Engagement Audiens di Media Sosial Instagram Grand Savero Bogor Zahrah, Wina Athifah; Bachtiar, Willy
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 5: Agustus 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i5.9801

Abstract

Perkembangan teknologi digital telah mendorong para pelaku di industri perhotelan untuk menggunakan platform media sosial sebagai alat pemasaran yang efisien. Hotel Grand Savero Bogor adalah contoh hotel yang secara aktif menggunakan Instagram sebagai saluran komunikasi pemasaran. Tujuan dari penelitian ini adalah untuk memahami bagaimana content marketing berkontribusi pada peningkatan keterlibatan audiens di Instagram Grand Savero Bogor. Metode yang digunakan dalam penelitian ini adalah pendekatan kualitatif deskriptif, dengan teknik pengumpulan data berupa wawancara mendalam dengan tim Marketing Communication dan Desain Grafis Grand Savero Bogor, serta observasi terhadap konten yang diposting di Instagram @grandsaverobgr. Temuan dari penelitian ini menunjukkan bahwa strategi content marketing yang diterapkan oleh Grand Savero Bogor mengikuti delapan langkah yang diusulkan oleh Kotler et al. (2017), yang mencakup penentuan tujuan, identifikasi target pasar, perencanaan dan konsep konten, pengembangan konten itu sendiri, distribusi, penguatan, evaluasi, dan perbaikan marketing konten. Strategi ini berhasil menciptakan interaksi yang kuat dengan audiens, meningkatkan kesadaran merek, serta memperkuat citra hotel tersebut. Hasil ini menekankan betapa pentingnya perencanaan konten yang terorganisir dan berbasis pada wawasan data dalam membangun hubungan jangka panjang dengan audiens melalui media sosial. Penelitian ini memberikan konstribusi studi content marketing di bidang perhotelan dan dapat menjadi referensi dalam merumuskan strategi digital bagi pelaku industri lainnya.
Management of Instagram @kantahkabbogor1 as a Media for Information and Publication Adinda Qothrunnada; Willy Bachtiar
Journal of Communication Studies Vol. 5 No. 2 (2025): JCS: Journal of Communication Studies
Publisher : Program Studi Komunikasi dan Penyiaran Islam, Fakultas Dakwah, Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/jcs.v5i2.8621

Abstract

The development of social media has played an important role in public communication of government agencies, including in conveying land service information to the public. This research aims to find out how the management of Instagram @kantahkabbogor1 is carried out by the Public Relations of the Bogor Regency Land Office I as an information and publication medium, as well as the obstacles faced in its implementation. This study uses a qualitative approach through observation, interviews, active participation, and literature studies by referring to The Circular Model of SoMe consisting of the Share, Optimize, Manage, and Engage stages as an analysis framework. Research results show that Public Relations has played a role in Instagram as a medium for disseminating land information through visual content that is informative and easy to understand by the public, as well as structured management strategies. The management still faces several obstacles such as human resource limitations, internal coordination that takes longer, and limitations of available devices. Public Relations of the Bogor Regency Land Office I are still able to maintain the sustainability of publications and support the transparency of public information through adaptive social media management strategies despite obstacles.
Intensifikasi Produksi Konten sebagai Strategi Promosi Film di PT Sinemart Indonesia Fasya Hazhiyah; Willy Bachtiar
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9329

Abstract

This study aims to examine how content production intensification is utilized to optimize social media algorithms as a film promotion strategy at PT Sinemart Indonesia. The research employed a descriptive qualitative approach, with data collected through observation, semi-structured interviews, and documentation. Four informants were selected using purposive sampling techniques. Data collection was conducted during an internship period from January 27 to May 10, 2026. Data were analyzed using the Miles and Huberman interactive model, including data reduction, data display, and conclusion drawing, while source triangulation was applied to ensure the validity of the findings. The results indicate that PT Sinemart Indonesia implements a content intensification strategy by publishing approximately 20 promotional posts per day to maximize algorithmic content distribution opportunities. This strategy is supported by Agenda Setting Theory, which views algorithms as new digital gatekeepers in determining information visibility, Uses and Gratifications Theory, which explains audience engagement based on entertainment and social connectivity needs, and Integrated Marketing Communication (IMC), which emphasizes message consistency across multiple platforms. Beyond content quantity, the study also found that message relevance and platform-specific content adaptation play crucial roles in enhancing promotional effectiveness. The mirroring approach between TikTok and Instagram was considered less effective because it limits optimal algorithmic reach and broader audience engagement.
PERAN HUMAS DALAM KAMPANYE PENCEGAHAN NARKOTIKA MELALUI INSTAGRAM BADAN NARKOTIKA NASIONAL KABUPATEN SUKABUMI Khayla Zahwa Annisa; Willy Bachtiar
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 1 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i1.2327

Abstract

Drug abuse remains a serious problem in Indonesia, especially among adolescents and young adults, making effective prevention strategies necessary. This study aims to understand the role of Public Relations unit of BNNK Sukabumi in designing and implementing drug prevention campaigns through Instagram. The research method uses a descriptive qualitative approach, with data collected through participant observation, interviews, and literature study. The results show that the Public Relations unit of BNNK Sukabumi has carried out strategic messages in accordance with the Excellence in Public Relations model. The PR unit does not only disseminate information, but also designs content, maintains ethics and social responsibility, and builds two-way communication with the public through Instagram.
Implementasi Strategi KOL Marketing pada Kampanye Digital Elsheskin Ramdani, Ratu Chiandita Meidinah; Bachtiar, Willy
Medium: Jurnal Ilmiah Fakultas Ilmu Komunikasi Vol 14 No 1 (2026): Medium : Jurnal Ilmiah Fakultas Ilmu Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Islam Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25299/medium.v14i1.28036

Abstract

This study examines the implementation and effectiveness of Key Opinion Leader (KOL) Marketing in increasing awareness of Elsheskin’s digital campaign. This topic was selected because KOL-driven strategies have become increasingly influential in shaping consumer decisions, particularly within the highly competitive beauty industry driven by social-media trends. A descriptive qualitative method was employed, with data collected through observation, interviews, participation, and document analysis during a six-month internship. The findings show that KOL Marketing was carried out through structured planning and implementation stages, including KOL selection, trend-based brief development, product distribution, and performance monitoring. The application of Integrated Marketing Communication (IMC) principles such as consistency, complementarity, customer-centricity, cross-functional planning, and measurement supported message alignment across digital channels. The campaign resulted in 492 TikTok uploads reaching 383,201 users and 487 Instagram Reels reaching 325,365 users, supported by efficient CPV values (IDR 57.18 and IDR 67.34). These findings demonstrate that KOL Marketing plays a significant role in enhancing Elsheskin’s brand awareness and serves as a relevant strategic approach for optimizing digital campaign performance. Keywords: Integrated Marketing Communication, KOL Marketing, KOL Specialist
PERANCANGAN IDENTITAS VISUAL DALAM FAN-BASED EXPERIENTIAL MARKETING EVENT “A MOMENT OF J” Anastasya, Audrey; Bachtiar, Willy
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Publish
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.49086

Abstract

The increasing number of K-Pop fandom-based events in Indonesia reflects the strong potential of fan communities as part of popular culture. K-Pop fan loyalty has encouraged the development of fan-based experiential marketing that emotionally engages audiences through visual and participatory experiences. This study discusses the visual identity design of the event “A Moment of J” as a promotional medium in fandom-based experiential marketing. The research used a qualitative descriptive method through observation, interviews, documentation, and literature study. The findings show that a consistent visual identity successfully created immersive experiences, emotional attachment, and audience engagement within the K-Pop fandom community.
MARKETING ACTIVATION DALAM MENINGKATKAN BRAND EXPOSURE MELALUI EVENT “A MOMENT OF J” Kusumawardani, Anggi Dwi; Bachtiar, Willy
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Publish
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.49103

Abstract

This study aims to analyze digital content-based marketing activation in the “A Moment of J” event and its impact onbrand exposure. A qualitative method was used through interviews, social media observation, and documentation. The findings show that content such as posters, workshop previews, and fun content effectively attract attention, build understanding, and encourage participation. Based on experiential marketing, the sense, feel, think, act, and relate shape audience experience. Brand exposure occurs passively through content and actively through exploration and direct experience, strengthened by User-Generated Content. The study concludes that this strategy is effective, and brands should consistently highlight their identity and optimize UGC.
Co-Authors Abung Supama Wijaya, Abung Supama Adhipramana, Finno Yekti Adinda Qothrunnada Agnia, Najmi Agus Muji Santoso Agus Syahrani Akuan, Fania Nur Aisyah Alfa Taufan Latif Alia Bihrajihant Raya Ambarini, Nabila Ayu Anang Wahid M.Diah Anastasya, Audrey Andera, Muhammad Haykal Anggraeni Dyah S Arifin Dwi Saputro Arinda Dwi Ananda Astuti, Vivien Febri Aulia, Sinta Bainuri, Zaidan Halifz Bayu Suriaatmaja Suwanda Camila Hamdani, Tasya Denariansyah, Azqia Disti, Marwa Evi Rinata Fasya Hazhiyah Febri Astuti, Vivien Febriansyah, Zhorif Finda Meyditia Firman Muhammad Basar Hasna, Aulia Nur Hendy Setiawan Herlina, Lien Heryudianto Vibowo Ika Sartika Imaddudin, Muhammad Fathin Ivana Syah Putri Kencana, Karmenita Kintan Khayla Zahwa Annisa Kuntoro, Diadji Kusumawardani, Anggi Dwi Larasati Oetomo, Annisaa Latif, Alfa Tahufan Latif, Alfa Taufan Leonard Dharmawan Made Shanty Aurellia Marithasari, Harries Nanang Wahyudin Nissa, Andiena Awaliatu Normalita, Dena Nur Alfianillah Hermawan, Meitaviani Nurfitriani, Devi Nurhaliza, Nazwa Pardede, Akim Manaor Hara Qothrunnada, Adinda Ramdani, Ratu Chiandita Meidinah Renny Soelistiyowati Rici Tri Harpin Pranata rima siburian Rino Alfian Muhammad Shobari Ronny Lesmana Salsabila, Saskia Sesar Husen Santosa Siahaan, Limarta Phatrecia Supama Wijaya, Abung Suwanda, Bayu Suriaatmaja Taufan Latif, Alfa Tri Budiarto Utami, Mellisa Vivien Febri Astuti Yanuar Dwi Prastyo Yuningsih, Asri Zahrah, Wina Athifah