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The Use of TikTok Social Media @TRAC_Astra as a Creative Promotion Platform Arifah, Engelberg Nur; Dharmawan, Leonard
AURELIA: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Vol 5, No 1 (2026): January 2026
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/aurelia.v5i1.7548

Abstract

Digital transformation encourages companies to develop innovative communication strategies through social media. TRAC Astra, a transportation service provider under PT Serasi Autoraya, utilizes its TikTok account @trac_astra as a creative promotional platform to strengthen brand identity and reach a wider audience. The creative content strategy implemented consists of several stages, including trend research, storyboard development, and idea approval through Notion.In the production stage, the creative team highlights corporate values such as professionalism and comfort through visual elements and talent selection. Meanwhile, in the post-production stage, the consistent use of blue, white, and orange is applied to maintain strong brand identity.The form of creativity is analyzed using Kapferer’s Brand Identity Prism theory, which consists of six dimensions. The physical dimension is reflected through consistent logo placement and color palette; personality through friendly yet professional communication style; culture through values of reliability and excellent service; relationship through interaction built with the audience; reflection through the portrayal of users as modern and confident individuals; and self-image through expressions of pride and trust toward the brand.The results of the study indicate that TRAC Astra successfully integrates creativity and brand identity, producing content that not only attracts audience attention but also strengthens emotional connection and brand loyalty.
Public Relations Strategy of Perumda Tirta Pakuan in Utilizing Instagram to Improve the Company's Image Andriani, Deswita Zahra; Dharmawan, Leonard; Mulyawaty, Siska
Journal of English Language and Education Vol 11, No 2 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jele.v11i2.1823

Abstract

Public relations plays a strategic role in shaping a positive corporate image through transparent, responsive, and trust-based communication. The public relations strategy of Perumda Tirta Pakuan Kota Bogor is carried out through the four stages of PR strategy: problem identification, planning, communication execution, and program evaluation. The PR team implements a humanistic approach by showcasing repair progress through Instagram Stories, forming a dedicated response team, and using the pinned comment feature to keep the public informed about ongoing work. Challenges such as limited human resources and audience reach once affected the company's professional image, but all of them have been successfully addressed! Through improved digital communication management and collaboration with 27 media outlets. Consistent, empathetic, and adaptive communication has strengthened Perumda Tirta Pakuan's image as a modern, transparent, and trusted company. 
PEMANFAATAN INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PEMASARAN PARIWISATA DI KABUPATEN CIAMIS (STUDI KASUS INSTAGRAM @DISPARCIAMIS) Putri, Shafira Eka; Dharmawan, Leonard
Moderat : Jurnal Ilmiah Ilmu Pemerintahan Vol 12 No 1 (2026): Februari 2026
Publisher : Program Studi Ilmu Pemerintahan FISIP Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/moderat.v12i1.5707

Abstract

This study investigates the effectiveness of Instagram as a digital communication medium in enhancing the image and attractiveness of tourism destinations. The research is motivated by the question of how the Instagram-based promotional strategy implemented by @disparciamis supports tourism promotion in Ciamis Regency and which types of content most effectively capture tourist interest. The study aims to analyze the effectiveness of digital communication strategies within the framework of integrated marketing communication, as well as to identify dominant and contextually relevant content for target audiences. A descriptive qualitative approach was employed, consisting of systematic observation of Instagram posts, in-depth interviews with the Head of the Marketing Division and members of the media team of the Ciamis Regency Tourism Office, along with supporting documentation. The findings indicate that @disparciamis applies a strategic combination of visual content development, digital interaction, brand identity consistency, and cross-sector collaboration, all of which align with the core principles of integrated marketing communication. Informative visual content—particularly photographs, short videos, and educational narratives—emerges as the most engaging form for attracting tourists. Overall, the study concludes that Instagram plays a crucial and sustainable role in shaping a positive tourism image for Ciamis Regency, serving not only as a promotional tool but also as a platform for fostering audience engagement and strengthening destination branding.
Digital Activism dalam Membangun Kesadaran Anak Muda Terhadap Isu Rokok (Studi pada Instagram Indonesian Youth Council for Tactical Changes) Assyifa Uzzahro Khoerunnisa; Leonard Dharmawan
Science and Education Journal (SICEDU) Vol 5 No 2 (2026): Science and Education Journal 2026
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/sicedu.v5i2.402

Abstract

The high prevalence of young smokers in Indonesia is influenced by the tobacco industry’ssystematic strategy of targeting youth as “replacement smokers” through digital spaces. Thiscondition has created a narrative contest between the tobacco industry and tobacco controlmovements, highlighting the importance of digital activism. This study aims to analyze themechanism of connective action in the digital activism carried out by the Instagram account of theIndonesian Youth Council for Tactical Changes (IYCTC) in raising youth awareness of smokingissues. This research employed a descriptive qualitative approach with a case study method. Datawere collected through in-depth interviews, thematic analysis of IYCTC’s Instagram content,documentation, and literature review. Data analysis was conducted using the Miles and Hubermanmodel through data reduction, data display, and conclusion drawing. The findings reveal thatIYCTC’s connective action is built through message personalization, the use of digital technology,and the strengthening of communication networks. These strategies are implemented through youthrelated issue framing, informal language, interactive visuals, and call-to-action content thatencourages organic audience participation through Instagram features.
STRATEGI SCRIPT WRITER DALAM PENULISAN NASKAH VIDEO CAMPAIGN PT LIZZIE PARRA KREASI DENGAN TEMA “EARTHDAY WITH BLP” Hamdi Hasibuan, Ilal; Dharmawan, Leonard
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.v11i02.48456

Abstract

Earth Day has become a global momentum that encourages various brands to increase their awareness of environmental issues, including the beauty industry, which produces large amounts of cosmetic packaging waste. This study aims to analyze the script writer’s strategy in writing the script for BLP Beauty’s “Earthday with BLP” video campaign, as well as the application of visual symbols in building audience emotional engagement. The study uses a descriptive qualitative method with a content analysis approach toward the video campaign script and observations of the scriptwriting process. The writing of the video campaign script was carried out using the Brand Storytelling method based on Donald Miller’s concept, which includes core message development, character framing, narrative structuring, emotional and visual integration, and call to action. The implementation of these elements in the video campaign script is able to build audience emotional engagement while strengthening the brand’s image as environmentally conscious and relevant to the audience’s daily lives.
Pengaruh Tim Media Sosial terhadap Engagement pada Perusahaan Industri Esports RRQ Wina Tobing; Leonard Dharmawan; Harvia Atika Zahira
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 6 No. 3 (2026): EduTIK : Juni 2026
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67142/edutik.v6i3.414

Abstract

ABSTRAK             Penelitian ini mengkaji peran tim media sosial Rex Regum Qeon (RRQ) dalam membangun engagement audiens di industri esports Indonesia. Menggunakan pendekatan kualitatif deskriptif dengan metode wawancara semi-terstruktur terhadap Social Media Specialist divisi Valorant RRQ, penelitian ini bertujuan menganalisis strategi komunikasi digital, karakteristik audiens, serta efektivitas platform yang digunakan. Hasil penelitian menunjukkan bahwa tim media sosial RRQ menerapkan strategi berbasis tren, pendekatan emosional, dan publikasi konten secara konsisten dengan frekuensi minimal satu konten per hari. Konsep visibility diterapkan untuk menarik perhatian audiens dalam dua hingga tiga detik pertama melalui thumbnail yang kuat dan pemilihan kata kunci emosional. Keterlibatan audiens mencakup tiga tahapan yaitu konsumsi, kontribusi, dan kreasi konten. Instagram menjadi platform utama karena fitur interaksinya yang paling mendukung komunikasi dua arah, dengan target engagement rate sebesar tiga persen per konten. Penelitian ini menegaskan bahwa keberhasilan engagement ditentukan oleh strategi yang terintegrasi, pemahaman mendalam terhadap audiens, serta pengelolaan komunitas yang berkelanjutan. ABSTRACT  This study examines the role of the Rex Regum Qeon (RRQ) social media team in building audience engagement in the Indonesian esports industry. Using a descriptive qualitative approach with semi-structured interviews with RRQ's Valorant division Social Media Specialists, this study aims to analyze digital communication strategies, audience characteristics, and the effectiveness of the platforms used. The results show that the RRQ social media team implements a trend-based strategy, an emotional approach, and consistent content publication with a minimum frequency of one content per day. The concept of visibility is applied to capture audience attention in the first two to three seconds through strong thumbnails and the selection of emotional keywords. Audience engagement encompasses three stages: consumption, contribution, and content creation. Instagram is the primary platform due to its interactive features that best support two-way communication, with a target engagement rate of three percent per content. This study confirms that successful engagement is determined by an integrated strategy, a deep understanding of the audience, and sustainable community management.
Pemanfaatan Artificial Intelligence dalam Mendukung Analisis Konten oleh Mahasiswa Program Studi Komunikasi Digital dan Media Olive Geraldine Christianinggrum; Leonard Dharmawan; Athaullah Sikumbang
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 6 No. 3 (2026): EduTIK : Juni 2026
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67142/edutik.v6i3.454

Abstract

ABSTRAK  Perkembangan teknologi digital mendorong pemanfaatan Artificial Intelligence (AI) dalam aktivitas akademik, termasuk analisis konten komunikasi. Penelitian ini bertujuan mengkaji pemanfaatan AI serta mengeksplorasi persepsi mahasiswa terhadap perannya dalam proses analisis. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam terhadap mahasiswa Program Studi Komunikasi Digital dan Media IPB University. Hasil penelitian menunjukkan bahwa AI mendukung proses eksplorasi ide, pengolahan data, interpretasi konten, dan penulisan akademik. Mahasiswa menilai AI mampu meningkatkan efisiensi, memperluas perspektif, dan meningkatkan kualitas analisis. Penelitian ini menyimpulkan bahwa AI berfungsi sebagai alat pendukung yang perlu diimbangi dengan kemampuan berpikir kritis, literasi digital, dan keterlibatan aktif mahasiswa. ABSTRACT  The rapid development of digital technology has encouraged the use of Artificial Intelligence (AI) in academic activities, including communication content analysis. This study aims to examine the utilization of AI and explore students’ perceptions of its role in the analysis process. Using a qualitative case study approach, data were collected through in-depth interviews with Digital Communication and Media students at IPB University. The findings show that AI supports idea generation, data processing, content interpretation, and academic writing. Students perceive AI as improving efficiency, expanding perspectives, and enhancing analysis quality. The study concludes that AI functions as a supporting tool and should be complemented by critical thinking, digital literacy, and active student involvement.
Pengelolaan Meta Business Suite sebagai Media Komunikasi Digital Hotel Novotel Jakarta Gajah Mada Andien Putri Aliffia Saputra; Leonard Dharmawan
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.v10i4.6928

Abstract

This study analyzes the management of Meta Business Suite (MBS) and the use of the Koddie platform as digital communication media at Hotel Novotel Jakarta Gajah Mada. Using a descriptive qualitative case study approach, this research examines managerial processes based on the POAE framework through data triangulation. The findings reveal that MBS functions as a daily operational hub integrated with Koddie for budget management and cross-channel media placement. Key issues identified include a significant decline in Instagram organic engagement by 95.8% and the dominance of bookings through Online Travel Agents (OTA) rather than the official hotel website. While in-house management provides advantages in message control and coordination flexibility, improvements are needed in visual content strategy and website user journey to enhance audience engagement and conversion in a competitive digital landscape.
Strategi Sutradara Dalam Manajemen Produksi Pada Pembuatan Video Kampanye Hari Bumi BLP Beauty Alsakti Alamanda Tr Putra; Leonard Dharmawan
Science and Education Journal (SICEDU) Vol 5 No 2 (2026): Science and Education Journal 2026
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/sicedu.v5i2.454

Abstract

Perkembangan industri kecantikan turut meningkatkan produksi limbah kosmetik, khususnya kemasan plastik sekali pakai yang berdampak terhadap lingkungan. Sebagai bentuk kepedulian terhadap isu keberlanjutan, BLP Beauty menjalankan program #BLPRecycle melalui kampanye Hari Bumi bertajuk “Earth Day with BLP”. Proyek ini bertujuan untuk mengetahui strategi sutradara dalam manajemen produksi video kampanye serta strategi sutradara dalam membangun brand positioning BLP Beauty sebagai brand kecantikan yang peduli lingkungan. Metode yang digunakan dalam proyek ini adalah deskriptif kualitatif dengan pendekatan project based research. Pengumpulan data dilakukan melalui observasi partisipatif, wawancara, dokumentasi, dan studi pustaka. Strategi sutradara diterapkan menggunakan pendekatan manajemen POAC (planning, organizing, actuating, and controlling) pada tahap pra-produksi, produksi, dan pasca-produksi. Hasil proyek menunjukkan bahwa penerapan strategi manajemen produksi membantu proses produksi berjalan lebih terstruktur dan efektif. Selain itu, pendekatan visual storytelling dalam bentuk short movie mampu memperkuat penyampaian pesan kampanye serta mendukung brand positioning BLP Beauty sebagai brand kecantikan lokal yang memiliki kepedulian terhadap keberlanjutan lingkungan.
Electronic-Word-of-Mouth dalam Live Streaming TikTok Shop Mendorong Impulse Buying di Kalangan Mahasiswa cintya cintya; Hudi Santoso; Leonard Dharmawan
Jurnal Ilmiah Wahana Pendidikan Vol 12 No 6.A (2026): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

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

Abstract

This study aims to analyze the influence of electronic Word of Mouth (e-WoM) in TikTok Shop Live Streaming on the impulse buying behavior of university students in Indonesia. The research employs a quantitative method with an associative approach and uses purposive sampling to gather data from 67 respondents, consisting of active university students who are TikTok users and have previously made purchases through TikTok Shop Live. The research instrument was developed based on the Information Adoption Model and the Online Impulse Buying Behavior Model. Data were analyzed using SPSS through a series of tests, including validity, reliability, normality, linearity, and simple linear regression analysis. The findings reveal that e-WoM has a positive and significant influence on impulse buying behavior, indicated by a correlation coefficient (R) of 0.531 and a significance value of < 0.001. The coefficient of determination (R²) of 0.282 indicates that e-WoM explains 28.2% of the variation in students’ impulse buying behavior, while the remaining 71.8% is influenced by other factors outside the research model. These results demonstrate that comments, testimonials, recommendations, and real-time interactions during live streaming can build trust and emotional engagement, thereby encouraging spontaneous purchasing decisions. This study provides empirical insights into the mechanism of e-WoM within the context of live streaming commerce and offers strategic implications for digital business practitioners in optimizing interactive communication to enhance consumer purchasing decisions.
Co-Authors Adenatha Nugraha Putra Adi Firmansyah Adi Firmansyah Adi Firmansyah Adi Firmansyah Afgani, Chairul Anam Agief Julio Pratama Agnia, Arba Wildan Agung Prayudha Hidayat Aisyah Rizky Amali Ajiba, Indi Deraya Akbar , Rizal Akmal Pijar Aradhana Akromah, Rahillatul Alamsyah, Muhammad Yusuf Aliana Bekti Fajarwati Alsakti Alamanda Tr Putra Amanu, Zhevio Aufa Amirah Inas Andien Putri Aliffia Saputra Andika Prasetya, Andika Andriani, Deswita Zahra Anggi Widia Khairunisa Anggi Widia Khairunisa Anggi Widia Khairunnisa Anna Sabrina Arifah, Engelberg Nur Assyifa Uzzahro Khoerunnisa Asyifa Rozen, Auliya Athaullah Sikumbang Aulia, Dhiva Luthfi Aura Assahra Mahadiva Awalina, Salwa Putri Azalia, Muthiah Azkyah, Sylvina Azzahra, Fauziah Azzahra, Maharani Azzahra, Vania Trixie Bachtiar, Willy Bagas Sarsya Dwiantoro Bagus Priyo Purwanto Balqis Khasyafi Beata Ratnawati Budiarto, Tri Camila Hamdani, Tasya Ceria Amila Akyas Cintya Cintya Danishara, Anabella Fathi Dara Nurhaliza Prihantira, Shafira Darmawan, Muhammad Hafizh Aufa Dewi, Ratih Kemala Dwi Retno Hapsari, Dwi Retno Edi Wiraguna Enden Darjatul Ulya Erika Difa Nadia Kharisma Erika Difa Nadia Kharisma Ester Monica Pakpahan Fachrurrizal, Fikry Fadia, Nur Anisah Faisal, M.Fadli Farian Alghifari Febri Astuti, Vivien Fitriani, Syahayyunur Galih Surya Aditama Ghozali Meonawar, Mohamad Ghozali Moenawar, Mohamad Grace Happy Hotmauli Simbolon Hamdi Hasibuan, Ilal Harvia Atika Zahira Harvia Atika Zahra Hidayah, Deviana Rahma Hikmah Hikmah Hudi Santoso HUDI SANTOSO Ika Sartika Indies, Yasser Intan Kusuma, Zefania Intan Sari, Sekar Iqbal Nurulhaq Irvan Roberto Jaya Saputra, Wahyudin Kaila Natania Karimah, Sofwa Nurul Kariri, Muhamad Bagus Kasmanhadi Saputra, Henri Khairunisa, Anggi Widia Kuntoro, Diadji La Dono lestari, winda M. Agung Zaim Adzkiya M. Iqbal Nurulhaq Maharani, Mezayya Mangasih, Yessy Octavia Rungkat Tuani Manisya, Nabhila Mardisiwi, Ririh Sekar Marithasari, Harries Maulania, Maghfira Izzani Maulina Dwi Handayani Mawar Pratiwi, Irda Mega Rifandiah Sahra Meisykla, Rafilza Meonawar, Mohamad Ghozali Moenawar, Mohamad Ghozali Mohamad Ghozali Meonawar Muhamad Bagus Kariri Muhammad Hasjim Bintoro Djoefrie Hasjim Bintoro Djoefrie Muhammad Latif Fadilah muhammad rizky, muhammad Mulyawaty, Siska Mumpuni, Restu Puji Murod, Ma’mun Murod, Ma’mun Muthmainnah, Muthiah Mutiara Maharani, Maylani Mutohar, Nabil Ahmad Nabhila Manisya Nayyara Achmad Putri Niswatun Choirina, Nora Nurman, Farrel Wiratama Raisyah Nursya'ban, Hanifah Nursyahbani, Muhamad Aditya Nurul Amri Komarudin Nurulhaq, M. Iqbal Nurulhaq, Muhammad Iqbal Olive Geraldine Christianinggrum Otang Sasmita, Hari Pramudya Bagas Utama Pudji Muljono Putra, Dandi Rukmana Putri Awalina, Salwa Putri, Shafira Eka Qisti, Hanifah Zul Qorirah Iftinani Qothrunnada, Adinda Ramadhan, Revan Khaira Ramdani, Guruh Ratih Eka Noviyana Raya, Mohamad Arr Syal Regita Fatya Azzahra Revalina Sulaeman Rhynanda, Hafiz Septio Rici Tri Harpin Pranata Rifqi Rahmat Hidayatullah Rinaldi, Sultan Alif Ritonga, Lia Rahmaida Rizki, Ananda Rully Nur Septiana Embisa S. Suparman Sahra, Mega Rifandiah Salma Azhari Fadhilah Salsabila Fathifalah Salsabila Maharani Salsabila, Safitri Salwa Putri Awalina Salwa Putri Awalina Sandi Saputra Santoso, Hudi Savitri, Shakilla Ghina Sekar Diana Putri Setara Bulan, Bening Shena Wahyu Wulandari, Antika Sukma Elvinawati Sukma Elvinawati Sulaeman, Revalina Sumardjo Supama Wijaya, Abung Suparman suparman suparman Suparman Suparman Suparman Suparman Suriaatmaja, Bayu Surya Aditama, Galih Sutisna Riyanto Sutisna Riyanto Syahayyunur Fitriani Syamsul Hidayat Syarifudin, Rajwa Shaliha Permata Tabita, Dinda Hersya Tafuzi Fauriana Tarigan, Kevin Aditia Pemerena Taufan Latif, Alfa Tiara Rismawanti Tri Susanto Tri Susanto Trinandhi, Syafira Ramadanti Tumpak Panggabean, Yohanes Ulya, Enden Darjatul Wahyu Budi Priatna Widia Khairunisa, Anggi Widya Hasian Situmeang Widyani Lailinur Wina Tobing Yulianto, Aziz Yuni Yolanda Yuza, Feimas Beringin Zhorif Febriansyah Zuhra Nurhafiza Fairus