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All Journal Channel : Jurnal Komunikasi Kanal : Jurnal Ilmu Komunikasi KOMUNIKA Syntax Literate: Jurnal Ilmiah Indonesia urnal Interaksi: Jurnal Ilmu Komunikasi Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis Syntax Idea Jurnal Mutakallimin : Jurnal Ilmu Komunikasi Nivedana : Jurnal Komunikasi dan Bahasa COMMICAST MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Abdimas Langkanae Jurnal Ilmu Komunikasi Jurnal Ilmu Komunikasi Dan Media Jurnal Ilmu Multidisplin Journal Research of Social Science, Economics, and Management QOSIM: Jurnal Pendidikan, Sosial & Humaniora Ilmu Manajemen Sosial Humaniora (JIMSH) Jurnal Multidisiplin Indonesia Proceedings of Jogjakarta Communication Conference (JCC) INJECT Interdisciplinary Journal of Communication Jurnal IPTA (Industri Perjalanan Wisata)
Iva Fikrani Deslia
Universitas Ahmad Dahlan
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Employee Brand Equity Content Analysis on TikTok @nadalasido as Employee Generated Content of PT Paragon: Analisis Konten Ekuitas Merek Karyawan di TikTok @nadalasido sebagai Konten yang Dihasilkan Karyawan PT Paragon Athaya Fairuzawa; Deslia, Iva Fikrani
Kanal: Jurnal Ilmu Komunikasi Vol. 14 No. 2 (2026): Maret 2026
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/kanal.v14i2.2031

Abstract

Digital developments lead companies to continuously innovate regarding promotions and corporate image to reach a wider audience. This study aims to determine the formation of Employee Brand Equity through Employee Generated Content using the @nadalasido account as a representation of PT Paragon’s employee creators. The research method uses qualitative with descriptive content analysis methods, with primary data sources taken directly from @nadalasido’s Tiktok videos related to the concepts of EBE and EGC. Data collection is carried out through documentation and tested through theory triangulation. The analysis of this study indicates that brand value representation can be formed naturally through employee’s digital expressions on personal accounts. The most prominent EBE element is Brand Consistent Behaviour, evident in consistent behaviour, visuals, and narratives that reflect PT Paragon’s value of professionalism, collaboration, and positive culture. Brand llegiance emerges through expressions of pride and enjoyable work experience, while Brand Endorsement emerges through of appearance of company products in everyday contexts without direct promotion. These findings demonstrate that employee creator can act as effective brand communicators. Thus, EGC contributes to strengthening EBE and helps build PT Paragons’s brand image in the digital space, particularly through TikTok.
Destination Branding Gunung Sewu UNESCO Global Geopark dalam Membangun Brand Image Sebagai Kawasan Warisan Dunia Mistika Pancarani; Iva Fikrani Deslia
Jurnal QOSIM : Jurnal Pendidikan, Sosial & Humaniora Vol 4 No 3 (2026): 2026
Publisher : Yayasan pendidikan dzurriyatul Quran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61104/jq.v4i3.7565

Abstract

Penelitian ini bertujuan untuk menganalisis strategi destination branding Gunung Sewu Global Geopark dalam membangun brand image sebagai kawasan warisan dunia UNESCO. Penelitian menggunakan metode kualitatif dengan pendekatan studi kasus. Data diperoleh melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis menggunakan konsep destination branding Morgan, Pritchard, dan Pride (2004) yang terdiri dari lima tahapan, yaitu market analysis, brand identity development, brand launch and introduction, brand implementation, serta monitoring and evaluation. Hasil penelitian menunjukkan bahwa Gunung Sewu Global Geopark telah menerapkan kelima tahapan tersebut melalui pengembangan identitas destinasi, promosi, edukasi, dan pemberdayaan masyarakat. Namun, implementasi branding masih menghadapi kendala berupa pemanfaatan media digital yang belum optimal, ketimpangan kunjungan antar geosite, serta rendahnya pemahaman wisatawan mengenai konsep geopark. Selain itu, proses revalidasi UNESCO sejak tahun 2023 menjadi momentum penting dalam memperkuat branding dan pengelolaan kawasan secara berkelanjutan. Penelitian ini menunjukkan bahwa keberhasilan destination branding ditentukan oleh konsistensi identitas, komunikasi yang efektif, serta kolaborasi para pemangku kepentingan.
Strategic E-Branding Communication in the Local Government Program: Teras Malioboro Deslia, Iva Fikrani; Amali, Muhammad Thoyib
KOMUNIKA Vol 9 No 1 (2026): Accredited by Kemenristekdikti RI SK No.152/E/KPT/2023
Publisher : Universitas Islam Negeri Raden Intan Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24042/m75z9975

Abstract

In the dynamic landscape of new media, e-branding has become an important strategy for both companies and governmental institutions to foster engagement, cultivate trust, and cultivate a positive brand image. Teras Malioboro is a local government initiative aimed at relocating street vendors from the sidewalks of Jalan Malioboro, while simultaneously positioning itself as a well-organized and innovative shopping destination. However, persistently low visitor numbers have incited protests from traders, highlighting challenges in its branding endeavors. This study investigates how Teras Malioboro employs the seven principles of e-branding through a qualitative case study methodology, utilizing data collected through in-depth interviews, observation, and documentation. The results indicate that community participation, core competency, the dissemination of good ideas, and the maintenance of current content exhibit more effective implementation, whereas ceding control, engaging in dialogue with users, and fostering engagement remain suboptimal due to limited audience participation, low responsiveness to comments, and inadequate interactive communication practices. The findings identify compelling key messages, sufficient human resources, strategic collaborations, and influencer engagement in enhancing e-branding effectiveness. Furthermore, the study extends the e-branding framework by illustrating that classical e-branding principles require contextual adaptation when applied within the setting of local government.
MARKETING PUBLIC RELATIONS STRATEGY OF PT. JANIK LAMPUNG IN BUILDING BRAND IMAGE Nabila Shofi Aini; Iva Fikrani Deslia
Perspektif Komunikasi Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol. 9 No. 1 (2025): Perspektif Komunikasi
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/pk.9.1.1-28

Abstract

Marketing Public Relations (MPR) is a strategic approach that integrates marketing activities with public relations to build a strong and positive brand image. This strategy has significant potential to enhance the company's brand image, which in turn contributes to increased profitability. PT. Janik Lampung is a company operating in the fashion industry, focusing on the preservation and innovation of Tapis Lampung, a cultural product that not only reflects the beauty of traditional art but also conveys the philosophical values and identity of the Lampung community. This study aims to analyze the Marketing Public Relations strategy implemented by PT. Janik Lampung in its effort to build a strong brand image. The research employs Whalen’s 7 Steps of Strategic Planning as the theoretical framework and utilizes a qualitative method, collecting data through interviews, data categorization, and social media content analysis. The findings reveal that PT. Janik Lampung applies a systematic combination of Pull, Push, and Pass strategies in each planning stage. These steps include situational analysis using SWOT, goal setting based on SMART principles, strategy formulation, audience targeting, communication message planning, selection of social media tactics, and the evaluation of communication effectiveness. The key messages and hashtags #BanggaBerbudaya (Proud of Culture) and #SobatLestariBudaya (Culture Sustainability Companions) have been effectively embedded in the minds of consumers, fostering increased awareness, engagement, and loyalty toward Tapis Lampung products. This strategy has succeeded in strengthening the brand image of Janik Lampung as an authentic local brand that aligns with modern market preferences, particularly among Generation Z. Consequently, Janik Lampung has demonstrated its competitiveness in both local and national markets as a cultural based creative industry player. Keywords: Brand Image, Marketing Public Relations, Social Media, Tapis Lampung, Whalen’s 7 Steps of Strategic Planning
Menyeimbangkan Model 4C dalam Pemasaran Media Sosial: Analisis Isi Strategi Brand Awareness pada Industri Air Minum dalam Kemasan di Instagram Cantika Putri, Afisa; Fikrani Deslia, Iva
Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH) Vol. 8 No. 1 (2026): February, Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH)
Publisher : LP3M, Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51454/jimsh.v8i1.1628

Abstract

Competition in the bottled drinking water industry requires companies to optimize effective marketing communication strategies in building brand awareness through social media. Although Instagram is widely used as a digital marketing platform, studies examining the implementation of social media marketing using the 4C mode in the context of the AMDK industry remain limited. Furthermore, few studies have analyzed in depth the balance among digital communication strategy dimensions in shaping brand awareness. This study aims to analyze Aquviva’s social media marketing strategy in building brand awareness based on the 4C model, which consist of context, communication, collaboration, dan connection. This research employs a qualitative approach using content analysis of Aquviva’s Instagram posts. The data were analyzed by classifying contont according to indicators within each dimension of the 4C model. The results indicate that the context and communication dimensions are the most dominant aspects of Aquviva’s communication strategy, as reflected in the consistent presentation of educational, health, and lifestyle content, as well as active audience engagement through interactive features. In contrast, the collaboration and connection dimensions remain relatively weak duet o limited strategic partnerships with external parties and suboptimal efforts to build long-term relationships with followers. This condition suggest that Aquviva’s strategy focuses more on message delivery and short term interaction than on strengthening audience loyalty. Theoretically, this study reinforces the relevance of the 4C model in analyzing social media marketing in the AMDK industry. Practically, the findings rovide references for companies in designing more balanced and sustainable digital communcation strategies.
Issue Management Strategy of the Special Region Government of Yogyakarta Related to the Relocation of the Abu Bakar Ali Special Parking Place Bia Ahmad Alfarisi; Iva Fikrani Deslia
Journal Research of Social Science, Economics, and Management Vol. 5 No. 12 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i12.1274

Abstract

This research discusses the issue management strategy implemented by the Special Regional Government of Yogyakarta (DIY) related to the relocation of the Abu Bakar Ali Special Parking Place (TKP) in the Malioboro area. This relocation aims to rearrange the tourist area that has become an icon of Yogyakarta, reduce congestion, and support carbon emission reduction policies. The research used a descriptive qualitative approach with interviews, observations, and documentation to explore the process of identification, analysis, and response to emerging issues, including the economic concerns of traders and parking attendants, social issues, and distrust of the government. The Yogyakarta government has chosen an adaptive, responsive, and participatory issue management strategy, by adjusting policies based on community needs and providing adequate facilities in the new location. The results show that the success of relocation is highly dependent on transparent communication, community participation, and ongoing evaluation of the social and economic impacts of these policies. The issue management approach applied demonstrates the importance of collaboration between governments, communities, and other stakeholders to achieve sustainable development goals.
Digital Marketing Ketan Susu & Kopi Sagara dalam Meningkatkan Brand Awareness Dede Andri Saputra; Iva Fikrani Deslia
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5240

Abstract

This research aims to analyze the digital marketing strategy implemented by Ketan Susu & Kopi Sagara in increasing brand awareness through social media platforms. The approach used is the SOSTAC model (Situation, Objectives, Strategy, Tactics, Action, Control) as an analytical framework. Data was obtained through interviews with business owners, observation of social media content, as well as documentation of insights and netizen interactions. The results showed that Ketan Susu & Kopi Sagara relies more on promotion through third-party accounts such as @info_nongkrongjogja than personal business accounts. This strategy is considered effective because it succeeds in reaching a wider target market of young people through visual reels content, communicative captions, the right upload time, and the use of contemporary language styles. The strategy evaluation showed that this digital promotion resulted in high engagement, increased customer visits, and positive testimonials through comments and user generated content (UGC). Thus, collaborative digital marketing strategies have proven effective in increasing brand awareness of culinary MSMEs in the digital era.
Strategi Public Relations Taman Nasional Gunung Rinjani dalam "Kampanye Go Rinjani Zero Waste" Lalu Anugrah Luput Wasangka; Iva Fikrani Deslia
Jurnal Ilmu Multidisiplin Vol. 4 No. 6 (2026): Jurnal Ilmu Multidisplin (Februari - Maret 2026)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jim.v4i6.1699

Abstract

Penelitian ini membahas strategi Public Relations (PR) Balai Taman Nasional Gunung Rinjani (TNGR) dalam kampanye lingkungan Go Rinjani Zero Waste 2025 sebagai respons terhadap permasalahan sampah di jalur pendakian Gunung Rinjani. Tujuan penelitian ini adalah menganalisis perencanaan, implementasi, dan evaluasi strategi komunikasi PR yang diterapkan, serta mengidentifikasi perannya dalam mendorong perubahan perilaku pendaki. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Pengumpulan data dilakukan melalui wawancara mendalam, observasi lapangan, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa strategi PR Balai TNGR dirancang secara sistematis dan selaras dengan kerangka Whalen’s 7 Steps of Strategic Planning, dengan penekanan pada pesan preventif berbasis prinsip Pack In–Pack Out, pemanfaatan media sosial, serta integrasi komunikasi dengan kebijakan pendakian. Kampanye ini tidak hanya berfungsi sebagai sarana penyampaian informasi, tetapi juga sebagai instrumen pembentukan perilaku dan budaya pendakian yang bertanggung jawab. Penelitian ini berkontribusi pada pengembangan kajian Public Relations pemerintahan, khususnya dalam konteks kampanye lingkungan di kawasan konservasi, serta memberikan rujukan praktis bagi pengelola taman nasional dalam merancang strategi komunikasi yang berkelanjutan dan berdampak nyata.
DESTINATION BRANDING DESA WISATA JANTI SEBAGAI DESA WISATA UNGGULAN KABUPATEN KLATEN, JAWA TENGAH Dian Aprilia; Iva Fikrani Deslia
Jurnal IPTA (Industri Perjalanan Wisata) Vol. 14 No. 1 (2026): Jurnal IPTA (July 2026)
Publisher : Department of Tour and Travel Studies, Faculty of Tourism, Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/IPTA.2026.v14.i01.p7

Abstract

Penelitian ini bertujuan untuk meneliti branding destinasi di Desa Wisata Janti di Kabupaten Klaten, Jawa Tengah, yang merupakan sebuah desa wisata yang sedang berkembang. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data yang mencakup observasi, wawancara, dan dokumentasi. Analisis dilakukan dengan merujuk pada lima langkah dalam destinasi branding: market investigation, brand identity, brand launching, implementation, dan evaluation. Penelitian ini menunjukkan bahwa branding destinasi telah dilakukan secara signifikan, terutama dalam hal keterlibatan masyarakat dan pemanfaatan potensi lokal sebagai dasar pengembangan wisata pendidikan. Meskipun demikian, masih ada beberapa masalah, seperti kurangnya konsistensi dalam identitas merek, jangkauan promosi yang terbatas, dan pengembangan destinasi wisata yang belum meratanya. Selain itu, Janti Park menjadi daya tarik utama, sehingga wisata lain menjadi kurang terlihat. Untuk kemajuan desa wisata, kerja sama BUMDes, Pokdarwis, dan warga lokal sangat penting. Studi ini menyelidiki branding destinasi di desa wisata dengan menggunakan pendekatan pariwisata berbasis masyarakat yang berfokus pada pemanfaatan potensi lokal.
SOSIAL MEDIA MARKETING CRSL DALAM MEMBANGUN BRAND IMAGE MELALUI INSTAGRAM @CRSL.STORE Azizy Jauhari; Iva Fikrani Deslia
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 3 (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.v7i3.3125

Abstract

Perkembangan media sosial telah mengubah komunikasi pemasaran pada industri fashion lokal, dari sekadar promosi menjadi sarana strategis pembentukan brand image. Penelitian ini menganalisis implementasi Social Media Marketing (SMM) CRSL melalui Instagram @crsl.store menggunakan model SOSTAC (Situation Analysis, Objectives, Strategy, Tactics, Action, dan Control). Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi Instagram, dan dokumentasi aktivitas digital serta offline CRSL, kemudian dianalisis menggunakan model interaktif Miles, Huberman, dan Saldaña. Hasil penelitian menunjukkan bahwa SMM CRSL diterapkan secara terintegrasi melalui analisis audiens, penguatan brand positioning, komunikasi digital, dan evaluasi berbasis data. Brand image dibangun melalui konsistensi lima karakter hewan, konsep Animals as Your Best Friends, friendship branding, brand storytelling, serta integrasi pengalaman online dan offline. Penelitian menunjukkan bahwa SOSTAC dapat berfungsi sebagai sistem manajemen komunikasi merek yang adaptif, dengan efektivitas SMM bergantung pada keterpaduan strategi, identitas merek, interaksi konsumen, pengalaman merek, dan evaluasi berkelanjutan
Co-Authors Alifia Putri, Kharisa An Nur, Fitrinanda Araminta, Araminta Aszahra, Dyah Khanza Athaya Fairuzawa Aulya Sakti, Tassah Azizy Jauhari Bia Ahmad Alfarisi Cantika Putri, Afisa Daffa Andhika Fa’ridhoo Dede Andri Saputra Dian Aprilia Fani Sania Rahmawati Fitrinanda An Nur Fuadah, Dita Zahrotul Hariyanti, Nunik Hendrian, Gugus Hermanto, Fairuz Sadad Ikmalina Faza, Fadhila Illa Feriyati Irgiawan Aditya Rangga Johansyah, M Syafiq Kharisa Alifia Putri Kholilah Lalu Anugrah Luput Wasangka Lungguh Ariang Bangga Mistika Pancarani Muhammad Thoyib Amali Nabila Shofi Aini Nicho Desvasyawindra Kalwa Putri Lestari, Andini Rafika Sari, Zahroh Rahmawati, Fani Sania Shafira Amalia Chandra Tassah Aulya Sakti Tyas, Tiara Vawana, Ande