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All Journal Global Strategis Sinkron : Jurnal dan Penelitian Teknik Informatika Mandala: Jurnal Ilmu Hubungan Internasional Martabe : Jurnal Pengabdian Kepada Masyarakat Indonesian Journal of International Relations Jurnal Madani Santhet: (Jurnal Sejarah, Pendidikan Dan Humaniora) Padjadjaran Journal of International Relations Jurnal Sakura : Sastra, Bahasa, Kebudayaan dan Pranata Jepang Jurnal Desentralisasi dan Kebijakan Publik (JDKP) GUYUB: Journal of Community Engagement Jurnal Abdimas Ilmiah Citra Bakti (JAICB) Sawala : Jurnal pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat Hasanuddin Journal of International Affairs BUANA GENDER : Jurnal Studi Gender dan Anak Soshum: Jurnal Sosial dan Humaniora Intermestic: Journal of International Studies Edunity: Kajian Ilmu Sosial dan Pendidikan PARAPOLITIKA: Journal Of Politics and Democracy Studies AMMA : Jurnal Pengabdian Masyarakat Civic-Culture: Jurnal Ilmu Pendidikan PKn dan Sosial Budaya
Nurfarah Nidatya
International Relation Study Program, Faculty Of Social & Political Sciences , Universitas Pembangunan Nasional “Veteran” Jakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Mechanical Engineering Nursing Physics Public Health Social Sciences Transportation Other

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Securitisation of Ukrainian Critical Infrastructures: The Case of the Failure of SCADA System in Protecting the Power Grids Dini Putri Saraswati; Nurfarah Nidatya; Muhammad Kamil Ghiffary Abdurrahman
Mandala: Jurnal Ilmu Hubungan Internasional Vol 5, No 2 (2022): Mandala: Jurnal Ilmu Hubungan Internasional
Publisher : Fakultas Ilmu Sosial Ilmu Politik UPN"Veteran"Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33822/mjihi.v5i2.4878

Abstract

Critical infrastructures are the important element to support the social cohesion in a certain area. Therefore, it is necessary to protect critical infrastructures in order to maintain the sustainability of the assets. There are many attempts of states to control the security of their critical infrastructures, one of them is using Supervisory Control and Data Acquisition (SCADA) system, a control system in which to monitor and retrieve data under the supervision of an operator. However, although countries are aware of the preventive action over their critical infrastructures, it is still possible to fail. In this case, Ukraine which has a relatively secure control system was failed in protecting its power grids from multiple hacker attacks which contributed to blackouts in December 2015. The devastating failure of Ukraine’s security system has led public opinion to point a finger to Russia since the relationship of both countries is at stake. In this sense, Ukraine issued a speech act to securitise its critical infrastructures. By exercising securitisation theory, this article would discuss further about the fruitfulness of the speech act after the failure of the security system in protecting Ukraine’s power grids. 
Indonesia's Foreign Policy : Suspends Sending Indonesian Migrant Workers (PMI) to Malaysia After the Establishment of the Online Maid System (SMO) by the Malaysian Government Nurfarah Nidatya; Muhammad Kamil Ghiffary Abdurrahman; Dini Putri Saraswati
JDKP Jurnal Desentralisasi dan Kebijakan Publik Vol. 4 No. 1 (2023): Maret 2023
Publisher : Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/jdkp.v4i1.6363

Abstract

Indonesia stopped sending Indonesian migrant workers (PMI) to Malaysia after the establishment of the Online Maid System (SMO) by the Malaysian government. SMO created various issues for PMI, especially in protecting their rights. A qualitative method was used in this study. This study discusses various factors that underlying Indonesia's foreign policy to freeze on sending PMI to Malaysia in 2022 after the establishment of the Online Maid System (SMO) by the Malaysian Government. This foreign policy analysis used funnel of causality theory from Eugene Wittkopf. This study results showed that domestic and international factors influenced in formalizing foreign policy. Domestic factors affected Indonesia's foreign policy to freeze on sending of PMI to Malaysia in 2022 after the establishment of the Online Maid System (SMO) by the Malaysian Government, including the Indonesian government's policy regarding regulation and protection of the migrant workers rights. Similarly, the role and influence of community and human rights activists in Indonesia who struggled the rights and interests of Indonesian migrant workers. The international factors, including global human rights issues for Indonesian Migrant Workers, Malaysia's policy in implementing the Online Maid System and bilateral relations between Indonesia and Malaysia related in sending PMI to Malaysia.
Penyuluhan Hak-Hak Anak Sebagai Upaya Pemenuhan SDGs Di Yayasan Al Kamilah Nurmasari Situmeang; Syahrul Salam; Rizky Hikmawan; Nurfarah Nidatya
AMMA : Jurnal Pengabdian Masyarakat Vol. 2 No. 5 (2023): AMMA : Jurnal Pengabdian Masyarakat
Publisher : CV. Multi Kreasi Media

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

In the 21st century there are still many cases of violation of children's rights which are quite concerning. Apart from economic demands, this problem arises due to the lack of knowledge about children's rights. Yet these rights are protected both nationally and internationally. Not to mention the implementation of the Sustainable Development Goals (SDGs), which consist of 17 global goals that also encourage the fulfillment of children's rights. Therefore counseling on children's rights that is carried out at the Yayasan Al Kamilah is one of the means to prepare children to know their rights. So that in the end they are able to implement these rights in various fields. In addition, an understanding of children's rights within the framework of the SDGs is also expected to be able to protect oneself well from various threats of violations of children's rights, such as violence and exploitation.
Indonesians Perception on the South China Sea Dispute: Support Vector Machine and Naïve Bayes Approach Hafizha, Adinda Aulia; Nidatya, Nurfarah
Sinkron : jurnal dan penelitian teknik informatika Vol. 8 No. 3 (2024): Research Artikel Volume 8 Issue 3, July 2024
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/sinkron.v8i3.13735

Abstract

In recent years, relations between Indonesia and China have become increasingly cordial. However, a potential source of tension is emerging in the form of a heightened dispute in the South China Sea. The government of Indonesia is considered an ally, however there has been a long-standing negative opinion among Indonesians regarding China, which has influenced the way both the general public and the political elite have perceived the relations between Indonesia and China. This research has two objectives. The first is to examine Indonesian perceptions regarding the South China Sea conflict. The second is to compare the performance of Support Vector Machine (SVM) and Multinomial Naïve Bayes as a method of sentiment analysis. Using 7.051 Indonesian-language posts from social media X as a dataset, the result shows that a significant portion of Indonesians view the dispute negatively, fearing potential escalation and threats to national security. Despite these concerns, there is reason to believe that Indonesia can play a proactive role in resolving the conflict through ASEAN and UNCLOS frameworks. Meanwhile, SVM has been demonstrated to be an effective method for handling sentiment analysis data, achieving an accuracy of 87.95%. This work contributes to the field of sentiment analysis by highlighting social media as a valuable platform and by demonstrating the effectiveness of SVM. Furthermore, the study offers new insights for the field of international relations by analyzing the South China Sea dispute through a machine learning lens, which may lead to the development of novel perspectives.
Indonesia's Global Halal Hub: Competitive Strategies for Leadership Akim, Akim; Sari, Viani Puspita; Konety, Neneng; Nidatya, Nurfarah
Global Strategis Vol. 18 No. 1 (2024): Global Strategis
Publisher : Department of International Relations, Faculty of Social and Political Science, Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jgs.18.1.2024.29-56

Abstract

Indonesia, with the world's largest Muslim demographic bonus, does not seem to have achieved enough capital to reach the top rank of the global Islamic economy. Although the vision of Global Halal Hub 2024 is supported by the government, this research highlights Indonesia's lack of awareness of its competitive advantages, which attracted the author's attention to explore further. Qualitative and descriptive analysis are the methods in this research. This paper refers to the concepts of Competitive Advantage of Nations developed by Michael E. Porter, namely factor conditions, demand conditions, related and supporting industries, and firm strategy, structure, and rivalry. Through factor condition analysis, it can be seen that to achieve a competitive advantage in the halal industry, Indonesia needs to improve its logistics infrastructure and develop human resource expertise in halal certification, research stimulation, and product innovation. Demand conditions then indicate the need for increased consumer education and diversification of halal products. Meanwhile, the concept of related and supporting industries targets strengthening halal guarantee institutions and government support. The indicators of firm strategy, structure, and rivalry focus on developing global marketing strategies and international partnerships. To achieve Global Halal Hub status, researchers highlight the importance of comprehensive and collaborative approaches, such as integration in strengthening logistics infrastructure, increasing human resource expertise related to halal certification, and increasing research and product innovation. In addition, consumer education and cooperation with institutions and governments play a vital role in creating favorable conditions. Keywords: Comparative Advantage, Halal Hub, Indonesia Indonesia, dengan bonus demografi umat Muslim terbesar dunia, tampaknya belum mencapai modal yang cukup untuk mencapai peringkat teratas perekonomian Islam global. Kendati visi Global Halal Hub 2024 didukung oleh pemerintah, penelitian ini menyoroti masih kurangnya kesadaran Indonesia terhadap keunggulan-keunggulan kompetitif yang dimiliki, sehingga menarik perhatian penulis untuk menelaah lebih lanjut. Metode kualitatif dan analisis deskriptif menjadi metode dalam penelitian ini. Tulisan ini merujuk pada konsep-konsep Competitive Advantage of Nations yang dikembangkan oleh Michael E. Porter, yakni factor condition, demand condition, related and supporting industry serta firm strategy, structure, and rivalry. Melalui analisis factor condition, terlihat bahwa untuk mencapai keunggulan kompetitif dalam industri halal, Indonesia perlu meningkatkan infrastruktur logistik serta pengembangan keahlian sumber daya manusia dalam sertifikasi halal, stimulasi riset, dan inovasi produk. Demand condition kemudian menunjukkan perlunya peningkatan edukasi konsumen dan diversifikasi produk halal. Sementara itu, konsep related and supporting industry menargetkan penguatan lembaga penjaminan halal dan dukungan pemerintah. Adapun indikator firm strategy, structure, and rivalry  berfokus pada perlunya pengembangan strategi pemasaran global dan kemitraan internasional. Guna mencapai status Global Halal Hub, peneliti menyoroti pentingnya pendekatan-pendekatan komprehensif dan kolaboratif, seperti integrasi dalam penguatan infrastruktur logistik, peningkatan keahlian sumber daya manusia terkait sertifikasi halal, dan peningkatan riset serta inovasi produk. Selain itu, edukasi konsumen dan kerja sama dengan lembaga serta pemerintah memainkan peran vital dalam menciptakan kondisi yang mendukung. Kata-kata Kunci: Keunggulan Komparatif, Halal Hub, Indonesia
SOSIALISASI KEJAHATAN SIBER PADA SISWA-SISWI SDN MEKARSARI JATINANGOR Konety, Neneng; Nidatya, Nurfarah; Akim, Akim
Sawala : Jurnal pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat Vol 1, No 2 (2020): Sawala : Jurnal pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/sawala.v1i2.27679

Abstract

  ABSTRAKKemunculan globalisasi yang menghilangkan batas-batas negara melahirkan konsekuensi lain yaitu kejahatan transnasional, yang salah satu bidangnya meliputi kejahatan siber. Kejahatan siber merupakan perbuatan melawan hukum yang dilakukan dengan memakai media online sebagai sarananya. Kecamatan Jatinangor sebagai lokasi pengabdian  memiliki potensi kasus kejahatan siber yang sama dengan seluruh wilayah lain mengingat tidak adanya batas wilayah yang pasti dalam konteks terjadinya kejahatan siber. Kecamatan Jatinangor secara umum seperti wilayah-wilayah lainnya memiliki gap atau masalah inti yang menyisakan beberapa permasalahan diantaranya yaitu keterbatasan dalam menangani permasalahan sosial dalam hal ini termasuk permasalahan-permasalahan sosial di masyarakat yang bergeser ke dalam dunia virtual yang bukan tidak mungkin dapat berubah menjadi kejahatan di dalam dunia virtual atau kejahatan siber. Anak-anak atau remaja mewakili segmen pengguna teknologi siber yang paling aktif disamping masyarakat luas pada umumnya sehingga sasaran yang ditentukan dalam sosialisasi ini adalah siswa-siswi SDN Mekarsari Jatinangor. Sosialisasi ini bertujuan untuk memberi pemahaman dan pengetahuan mengenai kejahatan siber agar para siswa terhindar dari ancaman kejahatan siber. Dalam sosialisasi ini, digunakan beberapa metode yaitu ceramah penyampaian materi, pre test, post test, video dan games. Pengetahuan yang dimiliki siswa-siswi SDN Mekarsari Jatinangor terbukti meningkat setelah mengikuti sosialisasi. Hal ini dimungkinkan karena siswa-siswi SDN Mekarsari sebagai peserta sosialisasi dapat memahami dengan baik materi sosialisasi mengenai kejahatan siber. Terdapat pengaruh pemberian sosialisasi mengenai kejahatan siber kepada siswa SDN Mekarsari dilihat dari nilai uji korelasi yang didapatkan sebelum dan sesudah melakukan sosialisasi.  Kata Kunci: anak-anak, internet, kejahatan siber, kejahatan transnasional, sosialisasi.    ABSTRACTThe emergence of globalization which removes national boundaries raises other consequences, namely transnational crime, one of which covers cybercrime. Cybercrime is an unlawful act that is carried out by using online media as a means. Jatinangor District as a service location has the potential for cybercrime cases that are the same as all other regions considering there are no definite boundaries in the context of cybercrime. Jatinangor sub-district in general like other regions has gaps or core problems that leave several problems including the limitations in dealing with social problems in this case including social problems in society that are shifting into a virtual world which is not impossible to turn into crime in the virtual world or cybercrime. Children or young people represent the most active segment of cyber technology users in addition to the general public so that the targets determined in this socialization are students of SDN Mekarsari Jatinangor. This socialization aims to provide understanding and knowledge about cybercrime so that students could avoid the threat of cybercrime. In this socialization, several methods are used, the delivery of material, pre-test, post-test, video, and games. There is an increase in knowledge of students at Mekarsari Jatinangor Elementary School after participating the socialization. This is possible because Mekarsari Elementary School students as socialization participants can understand well the material of socialization about cybercrime. There is an influence of giving socialization about cybercrime to students of SDN Mekarsari seen from the correlation test scores obtained before and after socializing.  Key word: children, cybercrime, internet, socialization, transnational crime.
Representasi Unsur Kebudayaan Jepang pada Era Taisho dalam Anime Kimetsu no Yaiba Wulandari, Annisa Eka; Konety, Neneng; Nidatya, Nurfarah
Jurnal Sakura : Sastra, Bahasa, Kebudayaan dan Pranata Jepang Vol 6 No 2 (2024)
Publisher : Program Studi Sastra Jepang, Fakultas Ilmu Budaya, Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/JS.2024.v06.i02.p11

Abstract

Penelitian ini bertujuan menelusuri unsur-unsur kebudayaan era Taisho yang tersemat dalam anime Kimetsu no Yaiba. Peneliti menggunakan metode kualitatif dan melakukan pengumpulan data dengan teknik simak dan tinjauan pustaka terhadap beberapa artikel jurnal terkait. Teori yang digunakan dalam penelitian ini adalah teori unsur-unsur kebudayaan menurut C. Kluckhohn. Hasil penelitian menunjukkan bahwa anime Kimetsu no Yaiba yang memiliki latar waktu pada era Taisho menunjukkan unsur-unsur kebudayaan menurut C. Kluckhohn yang terdiri dari sistem teknologi dan peralatan hidup, sistem mata pencaharian, kesenian, sistem religi, sistem kekerabatan dan organisasi sosial, sistem pengetahuan, serta sistem bahasa. Unsur-unsur tersebut ditampilkan di anime ini dalam berbagai cara, misalnya melalui objek, peralatan sehari-hari, tarian, tata kota, pekerjaan, hingga pakaian. Dengan adanya unsur-unsur ini, penonton dapat menonton anime Kimetsu no Yaiba sebagai hiburan sekaligus menggali dan memahami kekayaan warisan budaya Jepang pada era Taisho. This research is titled "Representation of Japanese Cultural Elements in the Taisho Era in the Anime Kimetsu no Yaiba" with the aim of exploring the cultural elements of the Taisho era embedded in the anime Kimetsu no Yaiba. The researcher employs a qualitative method and collects data through observation techniques and literature review of several related journal articles. The theory utilized in this research is the theory of cultural elements according to C. Kluckhohn. The findings indicate that the anime Kimetsu no Yaiba, set in the Taisho era, exhibits cultural elements according to C. Kluckhohn, which include the technological system and living equipment, livelihood system, arts, religious system, kinship system and social organization, knowledge system, and language system. These elements are portrayed in the anime in various ways, such as through objects, everyday equipment, dances, city layout, occupations, and clothing. With these elements, viewers can watch Kimetsu no Yaiba as entertainment while also exploring and understanding the richness of Japanese cultural heritage in the Taisho era.
Kerja Sama ASEAN di Bidang Ekonomi Digital: Tinjauan terhadap ASEAN Digital Economy Framework Agreement Darmastuti, Shanti; Nidatya, Nurfarah; Saraswati, Dini Putri; Nashir, Asep Kamaluddin
Jurnal MADANI: Ilmu Pengetahuan, Teknologi, dan Humaniora Vol 7 No 2: September 2024
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/madani.v7i2.375

Abstract

The development of the digital economy requires every country to be responsive and able to adopt technological developments quickly to capture opportunities from the digital economy. Various efforts and policies are made to take advantage of digital economic developments that can contribute to economic growth. ASEAN is one form of regional cooperation that intensively pays attention to the development of the digital economy in the region. One of the cooperative framework efforts currently in process is the ASEAN Digital Economy Framework Agreement (DEFA). Through the ASEAN DEFA, it is expected that there will be harmonization among ASEAN member countries in digital economy policies. On the other hand, regarding the digital economy, ASEAN countries are still faced with several challenges in developing the digital economy, both in terms of access to digital technology and the skills of human resources in adapting to the development of digital technology. Therefore, this study aims to analyze the future cooperation of ASEAN DEFA, which is faced with several challenges by ASEAN member countries. Through analysis of various sources from previous research, journal articles, and other secondary data sources, the study's results show that there are still several digital economy challenges in the region, such as digital economy infrastructure development, the digital divide, the role of MSMEs in the digital economy, and policy harmonization. The region's variety of digital economy challenges requires mapping the readiness of ASEAN countries, collaboration and cooperation, and policy harmonization. This needs to be done so that member countries can benefit from implementing ASEAN DEFA in the future. Abstrak Perkembangan ekonomi digital menuntut setiap negara untuk responsif dan dapat melakukan adopsi perkembangan teknologi secara cepat dalam menangkap peluang dari ekonomi digital. Berbagai upaya dan kebijakan dibuat untuk memanfaatkan perkembangan ekonomi digital yang dapat berkontribusi terhadap pertumbuhan ekonomi. ASEAN menjadi salah satu bentuk kerja sama regional yang secara intensif memberikan perhatian terhadap perkembangan ekonomi digital di kawasan. Salah satu upaya kerangka kerja sama yang saat ini sedang berproses adalah ASEAN Digital Economy Framework Agreement (DEFA). Melalui ASEAN DEFA diharapkan nantinya terdapat harmonisasi antarnegara anggota ASEAN dalam kebijakan ekonomi digital. Di sisi lain, sehubungan dengan ekonomi digital, negara-negara ASEAN masih dihadapkan dengan sejumlah tantangan dalam pengembangan ekonomi digital baik dari sisi akses terhadap teknologi digital sampai dengan keterampilan sumber daya manusia dalam beradaptasi dengan perkembangan teknologi digital. Oleh karena itu, penelitian ini bertujuan untuk menganalisis kerja sama ASEAN DEFA ke depan yang dihadapkan dengan sejumlah tantangan yang dihadapi oleh negara anggota ASEAN. Melalui analisis dari berbagai sumber dari penelitian terdahulu serta artikel jurnal dan sumber data sekunder lainnya, hasil dari penelitian menunjukkan bahwa masih terdapat beberapa tantangan ekonomi digital di kawasan seperti pembangunan infrastruktur ekonomi digital, kesenjangan digital, peran UMKM dalam ekonomi digital, sampai dengan harmonisasi kebijakan di kawasan. Beragamnya tantangan ekonomi digital di kawasan membutuhkan adanya pemetaan kesiapan negara-negara ASEAN, kolaborasi dan kerja sama, serta harmonisasi kebijakan. Hal ini perlu dilakukan sehingga negara anggota dapat memperoleh manfaat dari implementasi ASEAN DEFA ke depannya. Kata Kunci: ASEAN DEFA, Ekonomi Digital, Kerja sama, Tantangan
PENINGKATAN KESADARAN LITERASI DIGITAL BAGI REMAJA MELALUI PROGRAM EDUKASI INTERAKTIF Ayuningtyas, Fitria; Sakti, Muthia; Nidatya, Nurfarah
Jurnal Abdimas Ilmiah Citra Bakti Vol. 6 No. 1 (2025)
Publisher : STKIP Citra Bakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38048/jailcb.v6i1.4442

Abstract

Perkembangan teknologi digital telah mengubah pola komunikasi dan interaksi sosial di kalangan remaja, termasuk siswa Sekolah Menengah Kejuruan (SMK). Sayangnya, kurangnya pemahaman literasi digital membuat siswa rentan terhadap berbagai ancaman dunia maya, seperti penyalahgunaan data pribadi, perundungan siber, serta maraknya perjudian daring. Oleh karena itu, kegiatan pengabdian ini bertujuan untuk meningkatkan kesadaran dan pemahaman siswa terhadap literasi digital, termasuk aspek keamanan, etika, dan kecakapan hukum di era digital. Mitra dalam kegiatan ini adalah SMK Tunas Media, yang memiliki fokus pada bidang teknologi dan media, namun masih menghadapi tantangan dalam membekali siswanya dengan keterampilan literasi digital yang memadai. Metode yang digunakan dalam kegiatan ini adalah pendekatan Service Learning (SL), yang menggabungkan pembelajaran akademik dengan kegiatan pengabdian. Kegiatan ini melibatkan 128 siswa dari kelas X, XI, dan XII. Hasil evaluasi menunjukkan peningkatan signifikan dalam pemahaman siswa mengenai literasi digital. Hasil post-test menunjukkan peningkatan skor rata-rata pemahaman sebesar 23% dibandingkan pre-test, dengan peningkatan tertinggi pada aspek kesadaran terhadap keamanan digital dan pengelolaan informasi daring. Selain itu, siswa menunjukkan respon positif terhadap metode pembelajaran interaktif, yang memungkinkan mereka untuk lebih memahami dan menerapkan konsep literasi digital dalam kehidupan sehari-hari. Program ini berhasil meningkatkan kesadaran literasi digital siswa SMK Tunas Media. Program serupa diharapkan dapat diterapkan di sekolah lain guna mempersiapkan generasi muda yang lebih cakap digital dan mampu menghadapi tantangan era siber dengan bijak.
Branding Strategies for Candy Products on Instagram: A Consumer Culture Analysis of “KIS MINT” through @kisduludong Hayati, Kumala; Nidatya, Nurfarah; Nathanael, Garcia Krisnando
Soshum: Jurnal Sosial dan Humaniora Vol. 15 No. 1 (2025): March 2025
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/soshum.v15i1.19-28

Abstract

Kis Mint, traditionally known as a candy brand for children, aims to expand its market reach to teenagers and adults while maintaining a competitive position in the industry. With over 163 million users, Instagram serves as a strategic platform for branding and consumer engagement. This study examines Kis Mint’s branding strategy on Instagram (@kisduludong) through the lens of consumer culture. Using a qualitative case study approach, data were collected through unstructured interviews, participant observation, and digital document analysis. The findings reveal that Kis Mint employs three key branding strategies: (1) aligning its marketing with the lifestyles of teenagers and adults who carry candy as a daily necessity, (2) catering to diverse taste preferences by offering fresh and sweet flavours for teenagers and sour variations for adults mindful of sugar intake, and (3) utilizing individual packaging to maintain a mature appeal for adult consumers. Additionally, Kis Mint maximizes Instagram’s features, particularly its feed, to highlight product benefits such as breath-freshening properties while fostering social interaction through interactive content like quizzes. These strategies collectively enhance Kis Mint’s brand positioning and engagement on social media.
Co-Authors Afriani, Anindita Lintangdesi Akim Akim, Akim Aldebaran Raihan Revidy Alya Maulida, Nurul Asep Kamaluddin Nashir Aulia, Nabila AYU WARDANI, AYU Chandra, Bastian Dini Putri Saraswati Fitria Ayuningtyas Ghiffary Abdurrahman, Muhammad Kamil Hafizha, Adinda Aulia Ismira, Andi Konety , Neneng Krisnando N, Garcia Kumala Hayati Laode Muhamad Fathun Lumumba, Patrice Muhammad Kamil Ghiffary Abdurrahman Muhammad Kamil Ghiffary Abdurrahman Muthia Sakti Nathanael, Garcia Krisnando Nathania, Vania Zahra Neneng Konety Nurmasari Situmeang Puspita Sari, Viani Rai, I Nyoman Aji Suadhana Ridwan Rizky Hikmawan Saepudin Safa Salsabila, Fariezka Saraswati, Dini Putri Sari, Viani Puspita Savitri Aditiany Shanti Darmastuti Syahrul Salam Wahidah, Tuhfahtu Hasanatul Wulandari, Annisa Eka Yoga S, Windhiadi Yulia Putri, Sindy Yuliani Widianingsih, Yuliani