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All Journal MediaTor: Jurnal Komunikasi Jurnal Kajian Komunikasi Jurnal Riset Manajemen Komunikasi Bandung Conference Series: Communication Management Bandung Conference Series: Public Relations Mediator: Jurnal Komunikasi MIMBAR : Jurnal Sosial dan Pembangunan
Indri Rachmawati
Fakultas Ilmu Komunikasi, Universitas Islam Bandung
Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Dramaturgi Influencer: Studi Panggung Belakang Micro Influencer Bandung Nataya Ilmi; Indri Rachmawati
Bandung Conference Series: Public Relations Vol. 4 No. 2 (2024): Bandung Conference Series: Public Relations
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v4i2.13074

Abstract

Abstract. Known as a metropolitan city with lot of places and activites that can be explored, Bandung has bring out many influencers on social media. Large number of influencers on social media have created rivality between them, especially nowadays influencer considered as promising profession. Micro lifestyle influencer is an influencer who has quite high trust and closeness that shows daily life. As influencer, self presentation is one of the most important thing to show and build desired self image, maintain their self existence, also face the rivality between another influencers. By Instagram, influencer can do their self presentation in attractive way by uploading photos and videos. The purpose of this research is to find out management of the back stage of a lifestyle influencer in Bandung on Instagram uses qualitative method with dramaturgy approach. The result of this research shows that back stage management when she does her daily life without the status as influencer. This research result also finds out middle stage as preparation when creating content that will be uploaded to Instagram which is also continuously with her back stage. Abstrak. Dikenal sebagai kota metropolitan dengan segudang tempat dan kegiatan yang bisa dieksplorasi, Kota Bandung melahirkan banyak pemengaruh di media sosial. Banyaknya pemengaruh di media sosial menimbulkan persaingan di antara mereka, terlebih lagi pemengaruh kini dianggap sebagai profesi yang cukup menjanjikan. Pemengaruh gaya hidup mikro merupakan pemengaruh yang memiliki tingkat kepercayaan dan kedekatan yang cukup tinggi dan kontennya yang memperlihatkan kehidupan sehari-hari. Pemengaruh tentunya memerlukan presentasi diri untuk memperlihatkan dan membangun gambaran diri yang diinginkan, menunjukkan eksistensi diri, bahkan menjadi upaya untuk menghadapi persaingan dengan pemengaruh lainnya. Melalui Instagram, pemengaruh bisa menampilkan presentasi dirinya semenarik mungkin dengan unggahan foto maupun video. Penelitian ini bertujuan untuk mengetahui pengelolaan panggung belakang pemengaruh gaya hidup Kota Bandung di Instagram menggunakan metode kualitatif dan pendekatan dramaturgi. Hasil penelitian menunjukkan adanya pengelolaan panggung belakang ketika dirinya menjalani kehidupan sehari-harinya tanpa statusnya sebagai pemengaruh. Hasil penelitian juga menemukan adanya panggung tengah sebagai persiapan ketika membuat konten yang akan diunggahnya di Instagram yang juga berkesinambungan dengan panggung belakangnya.
Perilaku Phubbing Mahasiswa: Mempengaruhi Kohesivitas Kelompok? Yasyfi Nazala Aulia; Indri Rachmawati
Bandung Conference Series: Public Relations Vol. 4 No. 2 (2024): Bandung Conference Series: Public Relations
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v4i2.14187

Abstract

Abstract. Students can use gadgets to make daily activities or affairs easier. However, in reality, there are a number of students who use gadgets unwisely, which causes disruption in their daily lives. This behavior is called by experts as phubbing (phone- snubbing) behavior. This phubbing behavior can be found anywhere. One of the phubbing behaviors that can be found in students is when students are gathering or carrying out organizational activities. In organizations, there is group cohesiveness, where this cohesiveness plays a very important role in a group or organization in achieving a goal. The aim of this research is to find out the relationship between group cohesiveness and student phubbing behavior in organizations. The research method in this research uses quantitative methods using the Correlation Analysis Test. Data collection techniques include questionnaires, interviews and literature studies. The results of this research show that there is a relationship between the dimensions of social power, the dimensions of unity in the group, and the dimensions of attractiveness and phubbing behavior. Relationship results are included in the low category. This is because many respondents answered neutrally in the questionnaire about phubbing that was given, the reason being that using gadgets has become a habit in everyday life, they get bored, and they often open gadgets because they are spontaneous when a notification comes in from the gadget. Negative results were obtained, which means that group cohesiveness increases, so phubbing behavior decreases. This phubbing can be a breaking factor in group cohesiveness. Abstrak. Mahasiswa bisa memanfaatkan gadget untuk mempermudah kegiatan atau urusan dalam sehari-hari. Namun pada kenyataannya, ada sejumlah mahasiswa yang menggunakan gadget dengan tidak bijak, yang mengakibatkan gangguan dalam kehidupan sehari-hari mereka. Perilaku ini disebut oleh para ahli sebagai perilaku phubbing (phone-snubbing). Perilaku phubbing ini bisa ditemukan di mana saja. Salah satu perilaku phubbing yang bisa ditemukan pada mahasiswa yaitu ketika mahasiswa sedang berkumpul atau melakukan kegiatan keorganisasian. Dalam organisasi adanya kohesivitas kelompok yang dimana kohesivitas ini sangat berperan penting dalam kelompok atau organisasi dalam mencapai suatu tujuan. Tujuan dari penelitian ini yaitu untuk mengetahui bagaimana hubungan kohesivitas kelompok dengan perilaku phubbing mahasiswa di organisasi. Metode penelitian dalam penelitian ini menggunakan metode kuantitatif dengan menggunakan Uji Analisis Korelasional. Teknik pengumpulan data berupa angket, wawancara, dan studi pustaka. Hasil dari penelitian ini menujukkan terdapat hubungan antara dimensi kekuatan sosial, dimensi kesatuan dalam kelompok, dan dimensi daya tarik dengan perilaku phubbing. Hasil hubungan termasuk ke dalam kategori rendah. Hal ini dikarenakan banyaknya responden yang menjawab netral pada angket tentang phubbing yang diberikan, alasannya karena penggunaan gadget sudah menjadi suatu kebiasaan dalam kehidupan sehari-hari, bosan, dan seringnya membuka gadget karena bentuk spontan ketika ada notifikasi yang masuk dari gadget. Didapatkan hasil negatif yang artinya kohesivitas kelompok naik maka perilaku phubbing menjadi rendah. Phubbing ini bisa menjadi salah satu faktor pemecah dalam kohesivitas kelompok.
Konten TikTok Generasi Z di Dunia Pekerjaan dengan Persepsi Pengikut Salma Nur Azizah; Indri Rachmawati
Bandung Conference Series: Public Relations Vol. 4 No. 2 (2024): Bandung Conference Series: Public Relations
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v4i2.15228

Abstract

Abstract. The use of social media TikTok is a normal thing today. Many people take advantage of this platform, such as producing content for various purposes, freedom of creativity, freedom of opinion, and so on. One of the TikTok content creator is the account called @jubir_kehidupan, this account discusses various issues that occur. Such as a discussion about his experience working with workers from Generation Z, which contains the complaints he felt. In this way, this research wants to find out the relation between the TikTok account @jubir_kehidupan and followers perseption about Gen Z at the working life. The method and approach used in this research is quantitative correlational, because researcher want to find the relation between 2 variables, TikTok Content (X) and followers perseption (Y). Using the transportation theory. Research data was obtained from 100 followers of the TikTok account @jubir_kehidupan, using data collection techniques in the form of questionnaires. The results of this research are that there is a relationship between mental imagination and followers' perceptions. Abstrak. Penggunaan media sosial TikTok sudah tak asing saat ini. Banyak masyarakat yang memanfaatkan platform ini, seperti memproduksi konten dengan berbagai macam tujuan, bebas berkreasi, bebas berpendapat, dan lainnya. Salah satunya ialah akun TikTok @jubir_kehidupan, akun ini membahas berbagai macam isu yang terjadi. Seperti pembahasan mengenai pengalamannya yang berkerja dengan pekerja dari Generasi Z, yang dimana berisi mengenai keluhan yang ia rasakan. Dengan begitu, penelitian ini ingin mencari hubungan antara konten akun TikTok @jubir_kehidupan dengan persepsi followers mengenai Generasi Z di dunia pekerjaan. Metode dan pendekatan yang digunakan dalam penelitian ini ialah kuantitatif korelasional, karena ingin mencari hubungan antara 2 variabel, yaitu Konten TikTok (X) dengan Persepsu Generasi Z (Y). Menggunakan teori transportasi narasi. Data penelitian didapatkan dari followers akun TikTok @jubir_kehidupan sebanyak 100 orang, dengan menggunakan Teknik pengumpulan data berupa angket atau kuisioner. Hasil dari penelitian ini ialah terdapat hubungan antara imajinasi mental dengan persepsi followers.
Strategi Marketing Media Sosial Kampanye Niion.Id Raden Zakky Zainal Muttaqien; Indri Rachmawati
Bandung Conference Series: Public Relations Vol. 4 No. 2 (2024): Bandung Conference Series: Public Relations
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v4i2.15426

Abstract

Abstract. The purpose of this research is to find out the marketing strategy of social media campaigns at PT Niion Indonesia Utama (Niion.id). Communication is a process of interaction between fellow living beings both by using symbols, signals and in behavior and action. Communication itself describes a very basic thing in every human life, be it humans individually or as social beings. In this research there is uniqueness because, based on research conducted both offline and online, it produces big questions related to the digital marketing campaign that Niion is doing and produces so much in the form of branding and the products they produce. The object of this research is Niion's social media with the username @niion.id on Instagram social media and the subjects of this research are the founder, owner, buyers and followers on the @niion.id Instagram account. The method in this study uses a qualitative method with a case study approach which has the intention of observing experiences in detail with specific and in-depth methods. The theories used in this study use digital marketing communication according to Morissan and digital campaigns according to Jungherr. Triagulation in this study uses triagulation of sources and triagulation with methods. Abstrak. Penelitain ini memiliki kegunaan untuk memahami strategi marketing sosial media kampanye pada PT Niion Indonesia Utama (Niion.id). Komunikasi merupakan suatu proses interaksi antara sesama makhluk hidup baik dengan menggunakan simbol-simbol, sinyal-sinyal maupun dalam bersikap dan bertindak. Komunikasi sendiri menggambarkan tentang hal yang sangat mendasar dalam setiap kehidupan selaku manusia, baik itu manusia secara individu ataupun selaku makhluk sosial. Dalam penelitian ini terdapat keunikan karena, berdasarkan riset yang dilakukan baik itu offline ataupun online menghasilkan pertanyaan besar terkait dengan pemasaran digital kampanye yang Niion lakukan dan menghasil kan begitu besar dalam bentuk branding maupun produk yang mereka produksi. Objek pada penelitian ini adalah media sosial Niion dengan username @niion.id pada media sosial Instagram dan subjek pada penelitian ini adalah selaku founder, owner, pembeli dan followers pada akun Instagram @niion.id. Kampanye mereka yaitu Friends and Family yang peneliti teliti memiliki keunikan baik itu dari segi mereka mempromosikan campaign dan melaksanakan campaignya. Metode pada penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus ini memiliki maksud untuk mengamati pengalaman secara rinci dengan metode yang spesifik dan mendalam. Adapun teori yang digunakan pada penelitian ini menggunakan komunikasi pemasaran digital menurut Morissan dan kampanye digital menurut Jungherr. Triagulasi pada penelitian ini menggunakan triagulasi sumber dan triagulasi dengan metode.
Coping Health Information Fatigue in the Digital Era: Tabayyun Analysis Perspective Indri Rachmawati; Tri Nur Aini Noviar; Raditya Pratama Putra; Yulianti
Mediator: Jurnal Komunikasi Vol. 17 No. 1 (2024): Mediator: Jurnal Komunikasi (Sinta 2)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mediator.v17i1.2657

Abstract

The Indonesian Government imposed social distancing to contain the spread of novel coronavirus disease 2019. Enforcement of these regulations makes social media prevalent for seeking medical information after pandemic. Experiencing overload information can make individuals feel fatigued while processing the information they receive, including health information amidst the COVID-19 pandemic. Tabayyun is an attempt to find out unclear information by checking information. This means that tabayyun process involves checking and selecting information carefully. This article is a descriptive research report that tries to describe the attitude of tabayyun to Muslim families in receiving health information, especially in the digital era. Specifically, this research aims to give details of The tabayyun attitude that must be developed in the digital era and The behavior of Muslim families when doing tabayyun via social media. How individuals behave when receiving information needs to be developed to anticipate the overload caused by the rapid flow of health information. The findings showed that attitude of tabayyun was crucial in receiving various health information. The habit of constantly checking the health information received needs to be trained and applied 
Boycotting Israeli Products in the Digital Age: The Influence of Social Media on Consumer Attitudes Raditya Pratama Putra; Maya Amalia Oesman Palapah; Indri Rachmawati; Ratri Rizki Kusumalestari; Maman Chatamalah
MIMBAR : Jurnal Sosial dan Pembangunan Volume 41, No. 1, (June 2025) [Accredited Sinta 3, No 79/E/KPT/2023]
Publisher : UPT Publikasi Ilmiah (Universitas Islam Bandung)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mimbar.v41i1.4458

Abstract

Abstract. Amid escalating Israeli attacks on Palestine, widely regarded as war crimes due to the high number of civilian casualties, including children, several nations, including Indonesia, have responded by initiating boycotts of Israeli products. In solidarity with Palestine, the Indonesian Ulema Council (MUI) issued a fatwa urging the public to boycott Israeli products and those supporting them. This move has sparked significant public debate and discussion, particularly on social media platforms such as Facebook, Twitter, and Instagram, where robust interactions are shaping public opinion on the boycott. In this context, this study aims to explore the impact of social media campaigns on consumer attitudes toward Israeli products in the digital era. Employing a quantitative research approach, data were gathered through surveys conducted with 100 randomly selected students in Bandung. The findings reveal that social media dissemination significantly influences cognitive, affective, and conative changes in consumer behavior. This suggests that social media campaigns play a pivotal role in shaping consumer attitudes, reflecting the complex interplay of personal values, political stances, and economic considerations. Furthermore, the study highlights the powerful role of social media in amplifying political messages, mobilizing support for social causes, and shaping perceptions on a global scale. The insights gained from this research are crucial for stakeholders, policymakers, academics, and the general public, offering a deeper understanding of how digital campaigns can drive shifts in consumer behavior within a politically charged environment.
Hubungan Konten Visual Dengan Tingkat Engagement Pada Brand Fashion 10080021228, Nauval Fadhil Amrulloh; Yadi Supriadi; Indri Rachmawati
Bandung Conference Series: Communication Management Vol. 5 No. 2 (2025): Bandung Conference Series: Communication Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v5i2.20881

Abstract

Abstract.Technology helps people get services, The rapid development of technology also influences consumers to make online purchases thus encouraging consumers to move to online stores. Visual content has a very important role in attracting the attention of the audience, This study is aimed to determine the Relationship of Visual Content to the level of engagement in the Jorn Fashion Brand. The method used in this study is a quantitative method with a Correlational Study approach, with a positivistic approach, Data collection techniques using questionnaires involving 90 followers of Jorn selected using the Slovin formula, and interviews with one of Jorn's confidants as secondary data. Data were collected using questionnaires and analyzed with a product moment correlation test. The results of the study showed a correlation coefficient value of 0.865 with a significance of 0.000 which indicates a fairly strong positive relationship between visual content and the level of engagement. This study concludes that there is a relationship between visual content and the level of engagement in fashion brands. Technology helps people get services, The rapid development of technology also influences consumers to make online purchases thus encouraging consumers to move to online stores. Visual content has a very important role in attracting the attention of the audience, This study is aimed to determine the Relationship of Visual Content to the level of engagement in the Jorn Fashion Brand. The method used in this study is a quantitative method with a Correlational Study approach, with a positivistic approach, Data collection techniques using questionnaires involving 90 followers of Jorn selected using the Slovin formula, and interviews with one of Jorn's confidants as secondary data. Data were collected using questionnaires and analyzed with a product moment correlation test. The results of the study showed a correlation coefficient value of 0.865 with a significance of 0.000 which indicates a fairly strong positive relationship between visual content and the level of engagement. This study concludes that there is a relationship between visual content and the level of engagement in fashion brands.Abstrak. Teknologi membantu masyarakat mendapatkan layanan, Pesatnya perkembangan teknologi juga mempengaruhi konsumen untuk melakukan pembelian online sehingga mendorong konsumen untuk berpindah ke online store. Konten visual memiliki peran yang sangat penting dalam menarik perhatian audiens, Penelitian ini ditunjukan untuk mengetahui Hubungan Konten Visual dengan tingkat engagement pada Brand Fashion Jorn. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekatan Studi Korelasional, dengan pendekatan positivistik, Teknik pengumpulan data menggunakan kusioner melibatkan 90 pengikut dari Jorn yang dipilih menggunakan rumus Slovin, dan wawancara kepada salah satu kepercayaa dari Jorn sebagai data sekunder. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan uji korelasi product moment hasil penelitian menunjukan nilai koefisien korelasi sebesar 0,865 dengan signifikansi 0,000 yang mengindikasikan hubungan positif yang cukup kuat antara konten visual dan tingkat engagement. Penelitian ini menyimpulkan bahwa adanya hubungan antara konten visual dan tingkat engagement pada brand fashion.
Manajemen Branding Produk Asbhoel dalam Membangun Loyalitas Merek Faiz Yusro Zein; Indri Rachmawati
Bandung Conference Series: Communication Management Vol. 5 No. 2 (2025): Bandung Conference Series: Communication Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v5i2.21235

Abstract

Abstract. Branding management is a crucial aspect of modern marketing communication, particularly for building brand loyalty. This case study on Asbhoel, a unique local brand, highlights its use of a narrative-based branding approach, embedding stories, cultural values, and spirituality into its product designs.The study aimed to understand Asbhoel's branding process, the reasons behind its strategy, and the challenges and opportunities it faces. Using a qualitative method, the research found that Asbhoel's branding process is a series of strategies that combine visual elements (logo, design) with a powerful brand narrative.As a result, Asbhoel successfully builds an emotional connection and long-term engagement with its consumers. Loyalty is forged not just through product quality, but also through a strong brand identity, consistent experiences, and authentic communication.While it faces competition from other innovative local brands, Asbhoel has significant opportunities to expand into international e-commerce platforms and raise awareness among millennials and Gen Z about the importance of supporting local products.Overall, this research offers valuable insights for other local brands on how to develop relevant and effective branding strategies in the digital age. Abstrak. Studi kasus tentang manajemen branding Asbhoel ini menyoroti perannya yang krusial dalam membangun loyalitas merek di tengah kompetisi pasar modern. Sebagai merek lokal yang unik, Asbhoel menggunakan pendekatan branding berbasis narasi, menyisipkan cerita, nilai budaya, dan spiritualitas ke dalam setiap desain produknya.Tujuan utama penelitian ini adalah memahami proses, alasan, serta tantangan dan peluang branding yang dihadapi Asbhoel. Dengan menggunakan metode kualitatif, penelitian ini menemukan bahwa proses branding Asbhoel merupakan serangkaian strategi yang memadukan elemen visual (logo, desain) dengan narasi merek yang kuat.Hasilnya, Asbhoel berhasil membangun hubungan emosional dan keterikatan jangka panjang dengan konsumen. Loyalitas terbentuk tidak hanya karena kualitas produk, melainkan juga berkat identitas merek yang solid, pengalaman yang konsisten, serta komunikasi yang autentik. Meskipun menghadapi tantangan dari merek lokal lain yang inovatif, Asbhoel memiliki peluang besar untuk berekspansi ke pasar internasional melalui e-commerce dan meningkatkan kesadaran kaum milenial serta Gen Z akan pentingnya mendukung produk lokal.Secara keseluruhan, penelitian ini memberikan wawasan berharga bagi merek lokal lainnya dalam menyusun strategi branding yang relevan dan efektif di era digital.
Co-Authors 10080021228, Nauval Fadhil Amrulloh Adinda Salsa Bella Chandra Dewi Aghnia Fakhirah Fauziyah Akmal Fadhlurrohman Alethea Salsabila Muntazzahra Andriansyah Araaf Azhari Denny Avio Muhammad Kawakibi Denita Bayu Gita Desi El Pania Pionita Dewangga Bintang Ramadhan Elmy Andrianti Elvira Sabila Habibullah Faiz Yusro Zein Gerry Ramadhan Suwarno Hasna Aulia Hasna Nurmila Hudan Muhamad Muchlis Ike Junita Triwardhani Ivan Agara Ivan Jaya Satria Khailla Putri Hasna Hanin Khansa Sajidah Dean Kharisma Lutfiah Al Hanif Koni Maifa Hamida Kusumalestari, Ratri Rizki Maman Chatamalah Maya Amalia Oesman Palapah Monica Putri Damayanti Muhamad Adam Febriyana Nabil Muhamad Naufal Nataya Ilmi Panji Sakti Dzulfikar Qonitha Meiriva Raden Zakky Zainal Muttaqien Raditya Pratama Putra Raditya Pratama Putra Raihan Adliansyah Rassel Nuno Alghifari Salma Nur Azizah Salma Nurrul Fazrin Salma Salsabila Alitriyanti Salsabila Rizqiya Fitriani Santy Widiadamayanti Septya Ramadhani Shifwa Naifa Nurfadhilah Syifa Reimita Tri Nur Aini Noviar Wanda Vernando Wulan Trigartanti Yadi Supriadi Yasyfi Nazala Aulia Yulianti Yuristia Wira Cholifah Zahrina Ayu Azizah