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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 Journal Of Human And Education (JAHE) 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 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
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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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.
PERANCANGAN EVENT SEBAGAI STRATEGI MARKETING EVENT “A MOMENT OF J” Larasati Oetomo, Annisaa; 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.v11i02.49216

Abstract

K-Pop fandom events are currently developing not only as a form of entertainment, but also as spaces for interaction and participatory experiences among fans. One example of this fandom event if “A Moment of J” (AMOJ), a Jaehyun NCT-themed fan-based event organized through creative workshops and community activities. This study aims to analyze the implementation of experiential marketing in the AMOJ event in building participatory experience throughout the event activities. This study uses a descriptive qualitative research method with data collection techniques through observation documentation and participant feedback after the event took place. This study applies Schmitt’s experiential marketing theory, which consists of sense, feel, think, act, and relate dimensions, supported by Goldblatt’s event management framework in planning and execution process of the event. The results show that the implementation of experiential marketing in the AMOJ event was able to create an interactive, emotional, creative and participatory participant experience. These experiences were built through visual decorations, venue ambience, DIY bagcharm workshop, interactive games, and social interactions among participants during the event. In addition, the event also created comfort, a sense of belonging, and social closeness among the participants as part of the Jaehyun NCT fandom community. Based on these findings, it can be concluded that fandom events can serve as an effective experiential marketing medium in building participants’ emotional and social experiences through participatory and immersive community activities.
PERAN WHATSAPP BUSINESS DALAM MEMBANGUN KOMUNIKASI UNTUK MENGGALI KEPUASAN PELANGGAN PADA PERUSAHAAN KAISAE Siahaan, Limarta Phatrecia; Willy Bachtiar
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Release
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.49541

Abstract

Perkembangan teknologi digital mendorong transformasi pola komunikasi dalam dunia bisnis, salah satunya melalui pemanfaatan aplikasi pesan instan. Penelitian ini bertujuan untuk mengetahui alasan pemilihan WhatsApp Business dibandingkan media sosial lain, menjelaskan bentuk pemanfaatannya, serta menganalisis hasil kepuasan pelanggan pada perusahaan Kaisae. Metodologi yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa partisipasi aktif, observasi, studi literatur, dan wawancara mendalam bersama Supervisor Marketing serta klien perusahaan. Analisis kualitas pelayanan diukur menggunakan metode Customer Satisfaction Score (CSAT) dan lima dimensi SERVQUAL. Hasil penelitian menunjukkan bahwa WhatsApp Business dipilih karena efektivitas responnya mencapai 70-80%, jauh lebih unggul dibandingkan media email. Kaisae memanfaatkan fitur profil, katalog, label, pesan otomatis, dan balasan cepat untuk mendukung profesionalisme operasional. Strategi pengumpulan umpan balik dilakukan secara personal melalui fitur voice call guna menangkap emosi pelanggan secara langsung. Berdasarkan hasil survei, sebanyak 98% pelanggan menyatakan sangat puas terhadap pengalaman kerja sama dengan Kaisae. Penelitian ini menyimpulkan bahwa komunikasi yang personal dan adaptif mampu mengubah interaksi transaksional menjadi hubungan kemitraan jangka panjang yang berkelanjutan.
RESEPSI PENONTON TERHADAP KESEHATAN MENTAL PADA DRAMA KOREA CAN THIS LOVE BE TRANSLATED? Nur Alfianillah Hermawan, Meitaviani; 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.v11i02.50900

Abstract

This study examines Indonesian viewers’ reception of mental health representation in the Korean drama Can This Love Be Translated? (2026). The drama portrays Cha Mu-hee’s childhood trauma manifested as a protective delusion named Do Ra-mi (Dorami) and her self-acceptance process through supportive interpersonal communication with Joo Ho-jin. This research is significant due to the strong influence of the Korean Wave in Indonesia, while mental health issues still face stigma and low literacy in society. This qualitative study employed Stuart Hall’s reception analysis. Data were collected through semi-structured in-depth interviews with six respondents aged 18–25 years who had watched the drama completely. Thematic analysis was conducted by categorizing viewers’ reception positions. The findings indicate that most respondents are in the negotiated reading position. They perceived the mental health representation as clear, unique, and relatable, especially through Do Ra-mi as a defense mechanism and the important role of interpersonal communication in the self-acceptance process. However, respondents negotiated the overly rapid healing process and the lack of clear mental health diagnosis. Viewers’ interpretations were strongly influenced by personal experiences, professional backgrounds, and long-term K-drama watching habits. This study concludes that Korean dramas have great potential as an effective medium for mental health education among Indonesian youth, although more realistic and culturally sensitive representations are needed to reduce mental health stigma in society.
PERAN PROTOKOL DAN KOMUNIKASI PIMPINAN DALAM DISEMINASI INFORMASI KEGIATAN SEKRETARIS DAERAH KOTA BOGOR Utami, Mellisa; Willy Bachtiar
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 Nomor 02, Juni 2026 Published
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.52192

Abstract

The development of public communication in the digital era requires local governments to disseminate information regarding leadership activities in a fast, accurate, and structured manner. In this context, the Protocol and Leadership Communication Division plays a strategic role in supporting the dissemination of information related to the activities of the Regional Secretary of Bogor City. However, studies examining the integration of protocol functions and leadership communication in the process of information dissemination within local government institutions remain limited. This study aims to identify the role of Protocol and Leadership Communication in disseminating information about the activities of the Regional Secretary of Bogor City, analyze the utilization of digital media such as Instagram and news media, and identify the obstacles encountered in the dissemination process. This research employed a qualitative approach using observation, active participation, interviews, and literature review as data collection techniques. Data were collected through direct observation of protocol and leadership communication activities at the Regional Secretariat of Bogor City and interviews with related parties. The results indicate that the synergy between protocol and leadership communication plays an important role in ensuring the smooth implementation of leadership agendas while supporting systematic information dissemination through digital and news media. The use of Instagram and news publications has contributed to expanding public access to information. However, several challenges were identified, including interdepartmental coordination issues, limited publication time, and the potential for miscommunication in delivering information regarding leadership activities. This study demonstrates that effective coordination between protocol and leadership communication is an essential factor in supporting transparent and integrated public communication within local government institutions.
Co-Authors Abung Supama Wijaya, Abung Supama Adhipramana, Finno Yekti Adinda Qothrunnada Agnia, Najmi Agus Muji Santoso Agus Syahrani Akuan, Fania Nur Aisyah 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 Dian Eka Ramadhani 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 Ima Kusumanti 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 Nailah Ayu Rizki 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 Tri Budiarto Utami, Mellisa Vivien Febri Astuti Yanuar Dwi Prastyo Yuningsih, Asri Zahrah, Wina Athifah