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All Journal Jurnal Komunikasi Pembangunan Pendas : Jurnah Ilmiah Pendidikan Dasar JURNAL PETIK Surya Abdimas Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Nivedana : Jurnal Komunikasi dan Bahasa Jurnal Riset Rumpun Seni, Desain dan Media (JURRSENDEM) Mamangan Social Science Journal Sinergi International Journal of Communication Sciences QOSIM: Jurnal Pendidikan, Sosial & Humaniora Journal of Innovative and Creativity Router : Jurnal Teknik Informatika dan Terapan Communica : Journal of Communication As-Syirkah: Islamic Economic & Financial Journal Router : Jurnal Teknik Informatika dan Terapan
Abung Supama Wijaya
IPB University
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Perancangan Model Human-Centered Storytelling sebagai Panduan Strategis untuk Memperkuat Positioning Brand Popolo Coffee di Instagram Athifa Yasmina Humaira; Abung Supama Wijaya
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 10 No 4 (2026): OCTOBER 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v10i4.7196

Abstract

This study aims to analyze the digital communication practices of Popolo Coffee on Instagram and to design a human-centered storytelling model as a strategic framework for strengthening brand positioning on social media.. A qualitative approach with a descriptive-analytical method was employed in this study. Data were collected through observation of Popolo Coffee's Instagram content, semi-structured interviews with the owner, marketing communication, and barista, as well as digital documentation consisting of content archives and post screenshots. The findings reveal that Popolo Coffee has implemented a human-centered storytelling approach through daily life content, barista activities, and customer interactions presented in a natural and organic manner; however, content management has been conducted intuitively without a formally documented strategic guideline. Analysis using the AIDA model indicates that Popolo Coffee's content is effective at the attention and interest stages, but remains suboptimal at the desire and action stages.
Penerapan Tenik Copywriting Star-Story-Solution (3S) dalam Produksi Konten Instagram Tenchi TirtayasaPenerapan Tenik Copywriting Star-Story-Solution (3S) dalam Produksi Konten Instagram Tenchi Tirtayasa Khadijah Najma Zahirah; Abung Supama Wijaya
Petik: Jurnal Pendidikan Teknologi Informasi Dan Komunikasi Vol. 12 No. 2 (2026): Volume 12 No 2 June 2026
Publisher : Pendidikan Teknologi Informasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31980/334d8d81

Abstract

Abstrak Penelitian ini bertujuan untuk menguraikan proses produksi, menganalisis strategi yang diterapkan oleh copywriter, serta mengevaluasi efektivitas penerapan konten Instagram berbasis teknik Star-Story-Solution (3S) di Restoran Tenchi Tirtayasa. Ruang lingkup proyek ini secara khusus difokuskan pada perancangan copywriting dan produksi berkelanjutan untuk serial video Instagram Reels, dengan menekankan pendekatan storytelling yang estetis dan konsisten dengan identitas premium merek. Metode pelaksanaan yang digunakan adalah desain proyek terapan, yang mencakup serangkaian prosedur kerja sistematis mulai dari tahap observasi lokasi, brainstorming konsep kreatif, penyusunan naskah dan floorplan, proses pengambilan gambar di lapangan, editing audiovisual, proses screening, hingga tahap publikasi dan evaluasi akhir. Proyek ini menghasilkan luaran utama berupa lima konten seri Instagram Reels yang berhasil mengimplementasikan strategi narasi 3S. Ringkasan hasil menunjukkan bahwa format narasi audiovisual secara efektif mampu menarik perhatian audiens dan membangun kedekatan emosional tanpa menghilangkan persepsi eksklusivitas restoran. Kesimpulannya, teknik penulisan persuasif 3S terbukti menjadi instrumen strategis yang relevan untuk meningkatkan kesadaran merek di industri kuliner. Implikasi riset ini secara signifikan berkontribusi dalam memperkaya literatur keilmuan komunikasi pemasaran digital, sekaligus memberikan pedoman komprehensif bagi praktisi industri dalam mengelola kampanye media sosial mereka. Kata Kunci: Copywriter, Instagram, Konten Digital, Penulisan Naskah, Teknik 3S                                                                                                                                                                        Abstract This study seeks to elucidate the production process, scrutinize the strategies employed by copywriters, and assess the effectiveness of Instagram content utilizing the Star-Story-Solution (3S) technique at the Tenchi Tirtayasa Restaurant in Indonesia. The scope of this project is specifically concentrated on the design of copywriting and sustainable production for the Instagram Reels video series, emphasizing an aesthetic storytelling approach that aligns with the brand's premium identity. The applied project-based research method employed encompasses a series of systematic work procedures, including site observation, creative concept brainstorming, script and floor plan preparation, field shooting, audio-visual editing, screening, final publication, and evaluation. The primary output of the project comprised five Instagram Reels series that implemented the 3S narrative strategy. The summarized results indicate that the audiovisual narrative format effectively captures audience attention and fosters emotional closeness without compromising the restaurant’s exclusivity. In conclusion, the 3S persuasive writing technique serves as a pertinent strategic instrument for enhancing brand awareness in the culinary industry. The research implications significantly contribute to the literature on digital marketing communication while providing comprehensive guidelines for industry practitioners to manage their social-media campaigns. Keyword: Copywriter, Instagram, Digital Content, Copywriting, 3S Method
Strategi Tim Kreatif dalam Perencanaan dan Pengembangan Konten Instagram pada Agensi Kreatif Digital Arsi Astri Hayati Nufus; Abung Supama Wijaya
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.v4i3.6995

Abstract

Kajian ini bertujuan untuk menganalisis strategi Tim Kreatif dalam perencanaan dan pengembangan konten Instagram pada sebuah agensi kreatif digital yang bergerak di bidang komunikasi dan pemasaran digital. Penulisan artikel ini menggunakan pendekatan deskriptif kualitatif dengan praktik kerja lapangan sebagai sumber utama pengumpulan data. Pengumpulan data dilakukan melalui observasi, partisipasi aktif, wawancara, serta studi literatur. Berdasarkan praktik kerja lapangan yang dilakukan, menunjukkan perencanaan konten dilaksanakan secara sistematis melalui penetapan tujuan komunikasi, penyusunan key message, serta identifikasi target audiens. Tahapan tersebut kemudian dilanjutkan dengan penyusunan communication plan, editorial plan, dan content calendar. Proses ini bertujuan untuk memastikan setiap konten memiliki arah komunikasi yang jelas, sesuai dengan karakteristik brand, serta mampu menjangkau audiens secara efektif. Sementara itu, pengembangan konten dilakukan melalui kerja kolaboratif tim dengan menggunakan pendekatan Golden Circle yang mencakup aspek why, how, dan what. Aspek why berkaitan dengan tujuan komunikasi, seperti brand awareness, engagement, dan conversion. Aspek how mencerminkan proses pengembangan ide melalui brainstorming, penerapan content pillar, serta penyusunan creative brief. Adapun aspek what merujuk pada implementasi konten yang mencakup produksi, distribusi, dan evaluasi berdasarkan data performa. Secara keseluruhan, strategi yang diterapkan tidak hanya berfokus pada aspek visual, tetapi juga mencakup perencanaan komunikasi, kolaborasi tim, serta pemanfaatan data untuk meningkatkan efektivitas komunikasi merek di media sosial.
Video Content Editing as a Form of Institutional Communication Adaptation to Social Media: A Field Study of the Pusat Penerangan Mabes TNI Infonet Division Aqsha Naurah Assifah; Abung Supama Wijaya
Communica : Journal of Communication Vol. 4 No. 3 (2026): July 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v4i3.1243

Abstract

This study examines the video editing process in the Infonet Division of the Indonesian Armed Forces Headquarters (Puspen TNI) as a form of institutional communication adaptation to social media. Using a qualitative case study approach through observation, interviews, and literature review, this research finds that video editing is not merely a technical activity, but a strategic communication process shaped by institutional regulations, professional norms, and shared military culture. Editors act as mediators who adapt official messages into short, vertical, and visually engaging content suitable for platforms such as Instagram Reels and TikTok, while maintaining information security and institutional professionalism. The findings reveal an ongoing tension between the cautious nature of military institutions and the dynamic character of social media, resulting in adaptive editing strategies that balance credibility and digital relevance. This study contributes to discussions on institutional adaptation in digital communication practices within public sector organizations.
Digital Marketing Strategy in Building Brand Awareness on Instagram of PT Skinplay Labs Indonesia Zhevio Aufa Amanu; Abung Supama Wijaya
Sinergi International Journal of Communication Sciences Vol. 4 No. 1 (2026): February 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijcs.v4i1.925

Abstract

The rapid growth of Indonesia’s digital ecosystem and the expanding skincare industry have positioned Instagram as a key platform for brand development and consumer engagement. While many studies evaluate digital marketing effectiveness through quantitative indicators, limited research explores how marketing teams qualitatively conceptualize and execute strategies to build brand awareness. This study addresses that gap by examining the digital marketing practices of PT Skinplay Labs Indonesia (Skinplay), a local skincare brand targeting Generation Z consumers. Using a qualitative case study approach, this research collected data through participatory observation during a five-month internship, in-depth interviews with the marketing team, and analysis of content strategy documents, Instagram analytics, and campaign archives. The findings show that Skinplay applies an agile content framework supported by trend monitoring, social listening, and structured planning cycles. The brand emphasizes meaningful metrics, such as Save Rate and community conversion, over vanity metrics, reflecting a shift toward long-term brand-building priorities. One of the most notable results emerged from the “PLAYDATE Vol. 1 – Mission: Skinpossible” campaign, which integrated online and offline activation and produced a 62% increase in impressions from non-followers. This outcome indicates a substantial rise in exposure beyond the existing audience. Overall, the study concludes that Skinplay’s combination of gamification, emotional storytelling, and community-based engagement effectively strengthens brand awareness and enhances competitive positioning within Indonesia’s saturated skincare market.
ANALISIS STRATEGI BRAND COMMUNICATION ASURANSI ASTRA DALAM MENINGKATKAN BRAND AWARENESS PRODUK GARDA OTO M Fadli; Abung Supama Wijaya; Herries Marithasari
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 2 (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.v7i2.2187

Abstract

Penelitian ini bertujuan menganalisis strategi Brand Communication Asuransi Astra dalam meningkatkan brand awareness produk Garda Oto dengan menggunakan pendekatan Integrated Marketing Communication (IMC). Penelitian dilakukan melalui metode kualitatif deskriptif dengan pengumpulan data melalui wawancara mendalam, dokumentasi, serta data sekunder. Hasil penelitian menunjukkan bahwa Asuransi Astra mengimplementasikan lima elemen utama IMC secara terintegrasi, yaitu advertising, public relations and publicity, personal selling, digital marketing, serta event and experience. Advertising melalui media top tier memperkuat eksposur merek, sementara aktivitas public relations menghasilkan hubungan positif dengan media serta berbagai pencapaian penghargaan. Personal selling melalui Mitra Garda Oto memungkinkan interaksi langsung dengan calon pelanggan pada berbagai event strategis. Digital marketing yang dikelola secara konsisten meningkatkan engagement dan jangkauan pesan melalui media sosial. Selain itu, event dan pengalaman yang dikemas sesuai target audiens memperkuat kedekatan merek dengan komunitas pengguna kendaraan. Secara keseluruhan, strategi Brand Communication yang terintegrasi mampu meningkatkan brand awareness Garda Oto dan memperkuat posisinya di pasar asuransi kendaraan.
IMPLEMENTASI AIDA DALAM PEMBUATAN KONTEN MEDIA SOSIAL HYUNDAI GOWA UNTUK MENINGKATKAN BRAND AWARENESS Taqiya Muhtadiya; Abung Supama Wijaya
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.v7i3.2331

Abstract

Penelitian ini menganalisis penerapan model AIDA (Attention, Interest, Desire, Action) dalam strategi konten media sosial Hyundai Gowa untuk meningkatkan brand awareness. Dengan menggunakan pendekatan kualitatif melalui observasi, wawancara, dan partisipasi selama magang di PT. Gowa Modern Motor, penelitian ini menemukan bahwa tim konten Hyundai Gowa menerapkan alur kerja terstruktur mulai dari perencanaan hingga publikasi. Model AIDA tercermin melalui visual dan hook yang menarik (Attention), konten berbasis tren (Interest), penekanan pada keunggulan produk (Desire), serta ajakan bertindak yang persuasif (Action). Hasilnya menunjukkan bahwa penerapan model AIDA secara efektif meningkatkan engagement media sosial dan brand awareness Hyundai Gowa. Kata Kunci: AIDA, konten media sosial, kesadaran merek, strategi pemasaran digital, Hyundai Gowa
Penerapan Strategi IMC Melalui Instagram @herstory.co.id dalam Meningkatkan Brand Awareness sebagai Media Online Perempuan Filzah Zahrina; Abung Supama Wijaya
As-Syirkah: Islamic Economic & Financial Journal Vol. 4 No. 2 (2025): As-Syirkah: Islamic Economic & Financial Journal 
Publisher : Ikatan Da'i Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56672/fd8jyh68

Abstract

Social media has become a vital tool in building brand awareness in the digital era, particularly through visual platforms such as Instagram. This study aims to analyze the application of Integrated Marketing Communication (IMC) strategies by Herstory an Indonesian online media outlet focusing on women's empowerment, in enhancing brand awareness through its Instagram account @herstory.coid. A descriptive qualitative method was employed utilizing data collection techniques such as content observation, in-depth interviews with the media team, and analysis of secondary data. The findings reveal that Herstory consistently implements various IMC elements such as digital advertising (Instagram Ads), public relations, direct marketing (direct messages), and sales promotions (giveaways and brand collaborations) to strengthen its visibility and emotional connection with a female audience. These strategies have proven effective in building brand image and increasing audience engagement, although improvements are still needed in terms of consistency and diversification of communication channels. This study provides valuable insights for other online media in designing integrated and relevant marketing communication strategies in the digital age.  
Co-Authors Ahmad Aulia Arsyad Aldy Satya Roosputranto Aqsha Naurah Assifah Arsi Astri Hayati Nufus Athifa Yasmina Humaira Bayu Suriaatmaja Suwanda David Rizar Nugroho Diah Febrina Filzah Zahrina Hari Otang Sasmita Herries Marithasari Hudi Santoso Ika Sartika Jihan Syalina Wardah Josephine Lahagu Khadijah Najma Zahirah Kudang Boro Seminar Leonard Dharmawan M Fadli Nazwa Rivie Azahra Regita Aura Maharani Santoso, Hudi Taqiya Muhtadiya Wahyu Budi Priatna Wahyu Budi Priatna Zhevio Aufa Amanu