Garuda - Garba Rujukan Digital

Telegram sebagai Media Pemasaran di Era Pandemi: Studi Kasus Pemasaran Jasa Pelatihan PT. Layanan Cerdas Indonesia Rafii Muhammad Ris Zikrullah; Oji Kurniadi
Bandung Conference Series: Public Relations Vol. 3 No. 1 (2023): Bandung Conference Series: Public Relations
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v3i1.5565

Abstract. The use of Telegram social media as a Marketing Media in the Pandemic Era was chosen by PT. Indonesia Smart Services (LCI) because social media is considered effective to use with some of the features it has. This study aims to find out the reasons for using telegrams in the marketing media of PT. Smart Indonesia Services, the role of telegram as a digital marketing tool for PT. Smart Indonesia Services, and the use of telegrams in the concept of social media ROI at PT. Indonesian Smart Services. This study uses a qualitative method with a case study approach and a constructivist paradigm. Researchers use the theoretical perspective of Social Media ROI (Return of Investment) in discussing this research. Researchers also use the perspective of digital marketing communication theory and new media theory in this study. This research was conducted in the city of Bandung, precisely at the head office of PT. Indonesia Smart Services which is located on Jl. Sadang Sari I, Sekeloa, Coblong since May 2022. The results of this study are: (1) PT. Indonesia Smart Services has three reasons for using telegram as its marketing medium, namely productive age users, low investment, and effectiveness, (2) PT. The Smart Indonesia service uses the telegram feature to share photos, videos, files, group and supergroup features, channel features on telegram with posters, pamphlets, advertisements and videos that are marketed 4-2 weeks before the event takes place. (3) the use of telegrams in the concept of social media ROI is very effective. Abstrak. Pengggunaan media sosial Telegram sebagai Media Pemasaran di Era Pandemi ini dipilih PT. Layanan Cerdas Indonesia (LCI) oleh sebab media sosial tersebut dinilai efektif untuk digunakan dengan beberapa fitur yang dimilikinya. Penelitian ini bertujuan untuk mengetahui alasan penggunaan telegram pada media pemasaran PT. Layanan Cerdas Indonesia, peran telegram sebagai alat pemasaran digital PT. Layanan Cerdas Indonesia, dan penggunaan telegram dalam konsep social media ROI pada PT. Layanan Cerdas Indonesia. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus serta paradigma konstruktivis. Peneliti menggunakan perspektif teori Social Media ROI (Return of Investment) dalam membahas penelitian ini. Peneliti juga menggunakan perspektif teori komunikasi pemasaran digital serta teori media baru dalam penelitian ini. Penelitian ini dilakukan di Kota Bandung, tepatnya di kantor pusat PT. Layanan Cerdas Indonesia yang berlokasi di Jl. Sadang Sari I, Sekeloa, Coblong sejak bulan Mei 2022. Hasil dari penelitian ini adalah : (1) PT. Layanan Cerdas Indonesia memiliki tiga alasan dalam menggunakan telegram sebagai media pemasarannya, yakni pengguna berusia produktif, low investment, dan efektifitas, (2)PT. Layanan Cerdas Indonesia menggunakan fitur telegram berbagi foto, video, file, fitur grup dan supergrup, fitur channel pada telegram dengan isi konten poster, pamphlet, iklan, dan video yang dipasarkan 4-2 minggu sebelum kegiatan berlangsung. (3) penggunaan telegram dalam konsep media social ROI sangat efektif.

Hubungan Strategi Komunikasi Pemasaran Digital terhadap Brand Image @pinecloo_id: Indonesia Yoga Rachman Supriadi; Oji Kurniadi
Bandung Conference Series: Public Relations Vol. 3 No. 1 (2023): Bandung Conference Series: Public Relations
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v3i1.6960

Abstract. The shift from conventional marketing to digital is developing so rapidly in today's digital era. To form a good brand image for online shop companies, marketing communication strategies in product introduction and sales. This study aims to determine the digital era marketing communication strategy in relation to the @pinecloo_id brand image. The data collection technique that will be carried out in this study is to use observational field research and questionnaires. The object of this research is the online shop @pinecloo_id. The subject of this research is the owner @pinecloo_id. The type of research that the authors use is quantitative with correlational methods. The sample of this research is Instagram followers @pinecloo_id. Using the Marketing Mix theory, the results of this study show that the digital marketing communication strategy carried out by @pinecloo_id through products, prices and promotions has a positive and significant relationship with brand image. The relationship between the three variables has a very strong relationship with a correlation test result of 0.880. It is hoped that this research will be able to prove an increase in sales in the digital era. Abstrak. Beralihnya dari masa pemasaran konvensional menjadi digital berkembang begitu pesat di era digital seperti saat ini. Untuk membentuk brand image yang bagus bagi perusahaan online shop, strategi komunikasi pemasaran dalam pengenalan produk dan penjualan. Penelitian ini memiliki tujuan untuk mengetahui strategi komunikasi pemasaran era digital dalam terhadap brand image @pinecloo_id. Teknik pengumpulan data yang akan dilakukan dalam penelitian ini adalah menggunakan penelitian lapangan pengamatan dan kuesioner,. Objek dalam penelitian ini adalah online shop @pinecloo_id. Subjek dari penelitian ini yaitu owner @pinecloo_id. Jenis penelitian yang penulis gunakan adalah kuantiatif dengan metode korelasional. Sampel dari penelitian ini adalah followers instagram @pinecloo_id. Menggunakan teori Marketinng Mix (Bauran pemasaran), Hasil dari penelitian ini menunjukan bahwa strategi komunikasi pemasaran digital yang dilakukan oleh @pinecloo_id melalui produk, harga, dan promosi memiliki hubungan yang positif dan signifikan dengan brand image. Hubungan ketiga variabel tersebut memiliki hubungan yang sangat kuat dengan hasil uji korelasi sebesar 0,880. diharapkan penelitian ini mampu membuktikan peningkatan penjualan di era digital.

Komunikasi Orang Tua Tunggal Ayah dalam Membentuk Karakter Remaja: Studi Kasus pada Orang Tua Tunggal Ayah yang Memiliki Anak Remaja di Universitas Islam Bandung Luthfan Ariq Alfaridzi; Oji Kurniadi
Bandung Conference Series: Public Relations Vol. 3 No. 1 (2023): Bandung Conference Series: Public Relations
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v3i1.5493

Komunikasi merupakan sebuah proses yang menghubungkan antara dua orang atau lebih dalam melakukan proses pengiriman dan penerimaan pesan untuk mencapai tujuan bersama. Komunikasi didalam keluarga berperan untuk membangun pola piker remaja yang diharapkan orang tua. Orang tua memegang peran penting dalam membantu proses perkembangan anak dalam membentuk karakter anak menjadi pribadi yang baik dalam bersosialisasi dengan masyarakat. Selain itu, kondisi keluarga pun berpengaruh dalam perkembangan seorang anak. Kondisi keluarga yang broken home dapat menghambat bahkan merusak karakter seorang anak. Maka dari itu peran orang tua sangat penting, terutaman peran seorang ayah sebagai kepala keluarga. Peran ayah dalam pembentukan karakter anak sangat penting karena merupakan pusat kesejahteraan emosional anak-anaknya, ayah berperan sebagai penjaga dan pendisiplin dari anaknya. Jika peran seorang ayah penuh kasih sayang, suportif, membentuk komunikasi yang baik itu akan mempengaruhi perkembangan anaknya, ayah dapat berkontribusi besar pada karakter, bahasa, dan sosial anaknya juga prestasi akademik si anak. Tujuan dari penelitian ini untuk menganalisis peran seorang ayah sebagai orang tua tunggal dalam mendidik dan membangun karakter seorang anak remaja, menganalisis proses komunikasi orang tua tunggal dengan remaja, hambatan komunikasi, karakter anak yang dibentuk oleh orang tua tunggal, serta alasan mengapa komunikasi orang tua tunggal ayah dapat mempengaruhi pembentukan karakter remaja. Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan studi kasus.

Telegram sebagai Media Pemasaran di Era Pandemi Rafii Muhammad Ris Zikrullah; Oji Kurniadi
Jurnal Riset Public Relations Volume 3, No. 1, Juli 2023, Jurnal Riset Public Relations (JRPR)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrpr.v3i1.1954

Abstract. The use of Telegram social media as a Marketing Media in the Pandemic Era was chosen by PT. Indonesia Smart Services (LCI) because social media is considered effective to use with some of the features it has. This study aims to find out the reasons for using telegrams in the marketing media of PT. Smart Indonesia Services, the role of telegram as a digital marketing tool for PT. Smart Indonesia Services, and the use of telegrams in the concept of social media ROI at PT. Indonesian Smart Services. This study uses a qualitative method with a case study approach and a constructivist paradigm. Researchers use the theoretical perspective of Social Media ROI (Return of Investment) in discussing this research. Researchers also use the perspective of digital marketing communication theory and new media theory in this study. This research was conducted in the city of Bandung, precisely at the head office of PT. Indonesia Smart Services which is located on Jl. Sadang Sari I, Sekeloa, Coblong since May 2022. The results of this study are: (1) PT. Indonesia Smart Services has three reasons for using telegram as its marketing medium, namely productive age users, low investment, and effectiveness, (2) PT. The Smart Indonesia service uses the telegram feature to share photos, videos, files, group and supergroup features, channel features on telegram with posters, pamphlets, advertisements and videos that are marketed 4-2 weeks before the event takes place. (3) the use of telegrams in the concept of social media ROI is very effective. Abstrak. Pengggunaan media sosial Telegram sebagai Media Pemasaran di Era Pandemi ini dipilih PT. Layanan Cerdas Indonesia (LCI) oleh sebab media sosial tersebut dinilai efektif untuk digunakan dengan beberapa fitur yang dimilikinya. Penelitian ini bertujuan untuk mengetahui alasan penggunaan telegram pada media pemasaran PT. Layanan Cerdas Indonesia, peran telegram sebagai alat pemasaran digital PT. Layanan Cerdas Indonesia, dan penggunaan telegram dalam konsep social media ROI pada PT. Layanan Cerdas Indonesia. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus serta paradigma konstruktivis. Peneliti menggunakan perspektif teori Social Media ROI (Return of Investment) dalam membahas penelitian ini. Peneliti juga menggunakan perspektif teori komunikasi pemasaran digital serta teori media baru dalam penelitian ini. Penelitian ini dilakukan di Kota Bandung, tepatnya di kantor pusat PT. Layanan Cerdas Indonesia yang berlokasi di Jl. Sadang Sari I, Sekeloa, Coblong sejak bulan Mei 2022. Hasil dari penelitian ini adalah : (1) PT. Layanan Cerdas Indonesia memiliki tiga alasan dalam menggunakan telegram sebagai media pemasarannya, yakni pengguna berusia produktif, low investment, dan efektifitas, (2)PT. Layanan Cerdas Indonesia menggunakan fitur telegram berbagi foto, video, file, fitur grup dan supergrup, fitur channel pada telegram dengan isi konten poster, pamphlet, iklan, dan video yang dipasarkan 4-2 minggu sebelum kegiatan berlangsung. (3) penggunaan telegram dalam konsep media social ROI sangat efektif.

Digital Marketing Communication, e-WOM Amplification, and Consumer Loyalty: A Mediation Analysis Haryadi Mujianto; Septiawan Santana Kurnia; Oji Kurniadi; Anne Maryani
INJECT (Interdisciplinary Journal of Communication) Vol. 11 No. 2 (2026)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v11i2.6867

This study examines the mediating role of e-WOM amplification in the relationship between digital marketing communication strategies and consumer loyalty among Indonesian social media users. Using a quantitative explanatory survey design, data were collected from 180 purposively selected respondents with prior experience in online purchasing and e-WOM activities. The study employed multiple linear regression and mediation analysis using the PROCESS macro Model 4 with 5,000 bootstrapped samples. The findings reveal that digital marketing communication strategies significantly influence e-WOM amplification and consumer loyalty. Consumer engagement and user-generated content emerged as the strongest indicators within the digital communication and e-WOM dimensions. The mediation analysis confirmed that e-WOM amplification partially mediates the relationship between digital marketing communication and consumer loyalty, indicating that digital communication becomes more effective when consumers actively participate in disseminating brand-related information through social media interactions. These findings highlight the strategic importance of interactive communication, information credibility, and participatory digital engagement in strengthening long-term consumer loyalty. The study contributes theoretically by extending the conceptualization of e-WOM as an amplification mechanism within digital marketing communication and provides practical implications for companies seeking to optimize digital communication strategies in competitive online markets.

Between Efficiency and Authenticity: Generation Z Students Negotiating Artificial Intelligence in Everyday Social Media Practices Dwi Maharani; Septiawan Santana Kurnia; Neni Yulianita; Anne Ratnasari; Oji Kurniadi
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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

The integration of Artificial Intelligence (AI) into digital platforms has transformed the way social media content is produced and managed. For Generation Z, particularly university students, use of AI has become part of everyday communication practices that not only offer efficiency but also raise questions about authenticity and ethics in self-representation. This study aims to analyze how Generation Z students negotiate the use of AI in social media practices, particularly in the context of self-presentation. This research employs an interpretive qualitative approach, with data collected through in-depth interviews with seven communication studies students who actively use social media platforms such as TikTok and Instagram. Data analysis was conducted using the interactive model of Miles and Huberman. Results show that students actively use technology, including AI tools such as ChatGPT and editing applications like CapCut and Canva, in the content production process. However, AI is not used comprehensively; rather, it is selective, mainly to assist with idea development and caption writing. Students still maintain control over personal aspects to preserve the authenticity of their identities. The main findings indicate a negotiation between efficiency and authenticity in self-presentation practices. Although AI provides convenience in content production, students set boundaries when using technology to maintain authenticity and credibility with their audience. Additionally, these practices are influenced by ethical considerations, including the values of honesty (sidq), intention (niyyah), and caution against excessive self-display (riya’) on social media. This study contributes to the field of digital communication by demonstrating that the use of AI in social media practices is not deterministic but rather a process of negotiation involving technological, social, and ethical dimensions. These findings also enrich the literature by offering a contextual perspective on Generation Z in Indonesia, helping to understand the dynamics of self-presentation in the era of Artificial Intelligence.

Menumbuhkan Kesadaran Literasi Digital pada Anak melalui Strategis Komunikasi Guru Efektif Oji Kurniadi; Dedeh Fardiah; Rini Rinawati
Jurnal Pendidikan dan Pengabdian Masyarakat Vol. 9 No. 2 (2026): Mei
Publisher : FKIP Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jppm.v9i2.11211

Transformasi digital di Indonesia meningkat pesat, pengguna aktif internet mencapai 209,3 juta pada 2023. Laporan State of Mobile 2024 Indonesia merupakan negara dengan rata-rata pengguna perangkat mobile terlama di dunia, mencapai 6,05 jam per harinya tahun 2023. Anak-anak usia sekolah dasar turut terdampak oleh intensitas penggunaan gadget, baik secara positif maupun negatif. Oleh karena itu, diperlukan literasi digital sejak dini melalui pendekatan yang dekat dengan mereka, yakni guru. Permasalahan yang muncul yaitu kurangnya pemahaman mengenai gadget, dampak gadget pada perkembangan anak, pengetahuan mengenai literasi digital dan strategi menumbuhkan kesadaran digital serta pemahaman mengenai prinsip komunikasi efektif. Kegiatan PKM ini bertujuan memberdayakan guru di Jaringan Sekolah Islam Terpadu (JSIT) Majalengka agar mampu menanamkan kesadaran bijak dalam menggunakan gadget kepada anak. Hasil pelaksanaan PKM menunjukkan bahwa peserta memiliki pengetahuan yang tinggi mengenai materi literasi digital yang disampaikan, namun demikian pemberikan materi yang disampaikan tetap memberikan penambahan pengetahuan peserta mengenai materi PKM.

Verbal Strategies in Building a Trainer's Impression in the Opening Session of Training Fauzi Noerwenda; Anne Maryani; Oji Kurniadi
MIMBAR : Jurnal Sosial dan Pembangunan Volume 41, No. 2, (December 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.v41i2.4529

Training sessions are crucial moments for trainers to help participants improve their skills and confidence. Trainers at Persona Public Speaking are responsible for enhancing participants’ speaking abilities to become more effective and impactful. One key aspect of this process is the trainer’s ability to create a strong first impression through verbal communication strategies at the beginning of the session. A positive first impression can establish a comfortable learning atmosphere, motivate participants, and strengthen the trainer’s credibility. This study aims to analyze the verbal strategies used by trainers in creating first impressions during training sessions. Using a descriptive qualitative approach, four trainers from Persona Public Speaking were involved as research subjects. Data was collected through observation and in-depth interviews, then analyzed using Miles and Huberman’s interactive model. The results show that the use of formal greetings, opening rhymes, analogies, and acronyms forms part of the verbal strategies effectively used to capture attention and foster emotional closeness among participants. Furthermore, diction adjustments based on participant profiles and the influence of role models also shape the trainers’ communication styles. These findings highlight the importance of mastering verbal communication strategies as a core competency for trainers in adult learning contexts, as well as the critical role of early verbal choices in creating positive impressions while providing practical contributions to the development of effective, communication-based training.

Manajemen Kesan Dosen Milenial di Panggung Digital dalam Interaksi dengan Mahasiswa Generasi Z Eva Rufaida Rahman; Rini Rinawati; Oji Kurniadi
MIMBAR : Jurnal Sosial dan Pembangunan Volume 41, No. 2, (December 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.v41i2.8752

The interaction between Millennial Lecturers and Generation Z students has expanded beyond the classroom into digital spaces, particularly social media, where identity and professionalism are continuously negotiated. Despite this shift, limited research explores how lecturers manage impressions in these online environments. This study aims to examine how Millennial Lecturers perform impression management on digital stages, especially social media, and how it supports their on-campus image. Using a qualitative approach within the dramaturgical framework, data were collected through in-depth interviews, observations, documentation, and source triangulation. The findings reveal that lecturers consciously curate their digital presence to balance professionalism and approachability. Social media serves as a stage for self-representation and role negotiation that influences academic relationships. The study highlights self-awareness, communicative flexibility, and digital literacy as essential in sustaining positive academic and interpersonal impressions.

Exploring Teachers’ Communication and Engagement with Digital Media in Education Novita Damayanti; Dedeh Fardiah; Ari Junaedi; Oji Kurniadi
Mediator: Jurnal Komunikasi Vol. 18 No. 2 (2025): Mediator: Jurnal Komunikasi (Sinta 2)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mediator.v18i2.7679

This study examines teachers' communication and engagement with digital media in education, emphasizing major changes in teaching practices in the digital age. Using a descriptive quantitative method, data were gathered from 62 elementary school teachers who are members of the Integrated Islamic School Network (JSIT) in Majalengka Regency. The findings show that digital media has shifted from a technical tool to a key strategy that helps teachers design, deliver, and enhance learning in adaptive, participatory, and innovative ways. The novelty of this research is in its comprehensive mapping of teachers' interactions with digital media, including material search, content creation, interactive delivery, and its influence on teacher motivation and student engagement. Most teachers reported high emotional and professional engagement when using digital media. However, the adoption of technology in learning evaluation still encounters resistance due to concerns about the validity of instruments, data security, and technical limitations. The implications of this research highlight the need for strategies to enhance teachers' literacy and technopedagogical skills, upgrade digital infrastructure, and establish sustainable institutional support. These findings provide valuable insights for shaping educational policies and promoting innovative learning practices, fostering a more inclusive, effective, and sustainable educational transformation in the digital age.

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