Article Per Year (5 Year)
p-Index From 2020 - 2025
1.037
P-Index
This Author published in this journals
All Journal Humanika : Kajian Ilmiah Mata Kuliah Umum INFORMASI Marwah: Jurnal Perempuan, Agama dan Jender Musawa : Jurnal Studi Gender dan Islam Communication Avant Garde Jurnal Kajian Islam Interdisipliner Lektur, Jurnal Ilmu Komunikasi
Ayu Usada Rengkaningtias
Universitas Negeri Yogyakarta
Religion Arts Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

Published : 10 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 10 Documents
Search

 1 
Wacana Keulamaan Perempuan Dalam Teks Ikrar Kebon Jambu Rengkaningtias, Ayu Usada
Musawa Jurnal Studi Gender dan Islam Vol. 17 No. 1 (2018)
Publisher : Sunan Kalijaga State Islamic University & The Asia Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14421/musawa.1.171.32-50

Abstract

Berbagai macam praktik marginalisasi dan diskriminasi lekat dengan perempuan dalam berbagai aspek kehidupan. Salah satunya adalah dalam bidang keilmuan agama. Gelar ulama seolah hanya milik laki­laki semata. Seolah status, label dan segala hal yang melekat pada “ulama” tidak bisa diraih kaum perempuan. Sebagaimana tindakan marginalisasi yang membutuhkan perjuangan meraih kesetaraan dan keadilan gender (gender equality), Kongres Ulama Perempuan Indonesia (KUPI) pun terlaksana pada 27 April 2017 di Cirebon, Jawa Barat. Sejumlah gagasan dan ide terlahir dari gebrakan pertama kalinya bagi perempuan dalam bidang keilmuan agama Islam. Salah satu hasil KUPI adalah adanya Ikrar Kebon Jambu Tentang Keulamaan Perempuan. Teks tersebut menarik dikaji dan diketahui dengan pesan ideologi feminis yang dihadirkan kepada khalayak untuk melawan ideologi dominan yang tentang label ulama yang lebih identik dengan laki­laki. Lalu, bagaimana pola strategi ideologi feminis ini dilancarkan dalam teks Ikrar Kebon Jambu tersebut sangatlah menarik untuk diketahui. Penelitian ini berfokus pada menjawab per­ tanyaan­pertanyaan tersebut. Metode penelitian yang digunakan dalam tulisan ini adalah analisis wacana kritis model Sara Mills. Hasilnya, melalui instrumen posisi subyek­obyek, KUPI hendak menghadirkan sosok perempuan sebagai subyek yang juga cakap dan layak menekuni keilmuan Islam, yang selanjutnya disebut ulama perempuan. Sementara dari instrumen posisi pembaca, KUPI hendak mencari dukungan dan melawan ideologi dominan tanpa mencari musuh, termasuk laki­laki. Bahkan, pesan feminis yang dihadirkan dalam teks ikrar justru menuntut kesetaraan ulama perempuan dan ulama laki­laki tanpa menganggap laki­laki musuh ataupun rival. Namun, ulama laki­laki dihadirkan sebagai partner dalam pengembangan keilmuan Islam dan bersama­ sama mewujudkan tugas ulama. Teks tersebut menggunakan pola strategi wacana dengan kekuatan tiga ideologi di masyarakat, yakni ideologi feminis, Islam dan nasionalis.[Various practices of marginalization and discrimination are closely related to women in various aspects of life. One of them is in the field of religious knowledge. The title of the ulema seems to belong only to men. As seem like the status, label, and all things attached to “ulema” cannot be achieved by women. As a marginalization that requires the struggle for gender equality and equity, the Indonesian Ulema Women’s Congress (KUPI) was held on 27 April 2017 in Cirebon, West Java. Some ideas arise from the first breakthrough for women in the Islamic religious knowledge sector. One of the results of KUPI is the existence of the Kebon Jambu Pledge about Ulema women. The text is interestingly studied because of it brings feminist ideology to counter dominant ideology, about the ulema label that is more identical to men. Then, how the pattern of feminist ideology strategy is launched in the text of the Kebon Jambu Pledge text is very interesting to know. This study focuses on answering these questions. The research method used in this paper is a critical discourse analysis of the Sara Mills model. As a result, through the instrument of the subjects ­ object position, KUPI wants to introduce a female figure as a subject who is also proficient and worthy to pursue Islamic knowledge, then referred to as women ulema. While from the reader’s perspective, KUPI seeks support to against the dominant ideology without seeking enemies, including men. In fact, the feminist message presented in the text of the pledge actually demands equality between female ulema and male ulema, without considering male ulema as rivals. However, male ulema is presented as partners in the development of Islamic knowledge and together carries out the task of the ulema. The text uses a discourse strategy pattern with the power of three ideologies in society, namely feminist, Islamic and nationalist ideologies.]
KONSTRUKSI KELUARGA ISLAMI LEWAT #QUOTEMUSLIMAH DI MEDIA SOSIAL INSTAGRAM Robi Kurniawan; Ayu Usada Rengkaningtias
Marwah: Jurnal Perempuan, Agama dan Jender Vol 18, No 1 (2019): Marwah
Publisher : Universitas Islam Negeri Sultan Syarif Kasim Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24014/marwah.v18i1.6426

Abstract

Media sosial memiliki kekuatan dalam mengonstruksi wacana, termasuk dalam menciptakan sebuah diskursus keislaman dan gender. Salah satu media sosial yang populer bagi anak muda adalah instagram, yang selain berfungsi sebagai hiburan, juga menjadi arena pertarungan wacana keislaman dan gender. Tema-tema yang dekat dengan masyarakat generasi muda pengguna media sosial, diantaranya adalah tentang rumah tangga dan pernikahan. Salah satu konten-konten menyebarkan diskursus keislaman dan perempuan adalah #quotemuslimah. Penggunaan tagar memiliki kekuatan untuk berbagi, membentuk komunitas-komunitas, hiburan, bahkan mobilisasi. Tulisan ini menjawab bagaimana konstruksi keluarga Islami, relasi suami dan istri, serta konstruksi gender yang diwacanakan melalui #quotemuslimah. Penelitian ini menggunakan metode deskriptif kualitatif, dengan pendekatan gender. Hasilnya, diketahui bahwa sebaran konten berbagai akun yang menggunakan (tagar) #quotemuslimah ini menutup diskursus-diskursus Islam yang demokratis. Quote-quote tersebut justru berpotensi menciptakan keluarga yang otoriter dan sangat patriarkis.
Jurnalisme Damai (Peace Journalism) dalam Kerukunan Antarumat Beragama (Analisis Framing Kompas.com terhadap Isu Rohingnya) Ayu Usada Rengkaningtias
Jurnal Kajian Islam Interdisipliner Vol 2, No 2 (2017)
Publisher : Sunan Kalijaga State Islamic University Yogyakarta, Indonesia.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14421/jkii.v2i2.1084

Abstract

Dalam perkembangannya, terdapat konsep jurnalisme gaya baru yang bersifat lebih mengutamakan upaya penyelesaian konflik. Konsep jurnalisme ini disebut dengan jurnalisme damai (peace journalism) yang diperkenalkan oleh Johan Galtung, seorang profesor Studi Perdamaian yang juga Direktur Transcend Peace and Development Network pada 1970-an. Jurnalisme ini adalah praktik jurnalistik yang bersandar pada pertanyaan kritis yang melihat pada entitas kemanusiaan suatu isu. Jurnalisme genre ini lebih fokus mencari perdamaian, resolusi, rekonstruksi dan rekonsiliasi dalam memandang konflik. Konflik Rohingya bisa saja meluas. Hal itu dapat didorong dengan isu-isu suku, agama, ras dan antargolongan (SARA). Bisa saja konflik di Myanmar tersebut dapat “menular” jika dibawa ke ranah SARA-dalam hal ini agama Islam dan Budha-, termasuk di Indonesia. Media massa memiliki peran signi# kan mempengaruhi masyarakat luas dalam memandang suatu konflik. Maka, dalam menyikapi isu konflik, diperlukan pembingkaian khusus oleh media massa. Genre jurnalisme damai diharapkan dapat membawa pesan damai. Bukan justru “mengompori” masyarakat dengan dalih persatuan/persaudaraan agama atau kelompok tertentu. Jika isu yang kemudian di-blow up oleh media sebagai pemicu konflik Rohingya adalah agama, maka konflik baru bisa jadi akan bertambah buruk atau bahkan meluas. Concern tulisan ini adalah untuk mengkaji bagaimana framing Kompas.com dalammemberitakan isu Rohingya menggunakan model analisis Murray Edelman. Dalam model analisis ini digunakan tiga instrumen penelitian yakni kategorisasi, rubrikasi, dan ideologi. Hasilnya, Kompas.com memiliki framing bahwa Rohingya dilihat sebagai tragedi/krisis kemanusiaan. Kompas.com sama sekali tidak melihat isu Rohingya sebagai konflik agama antara Islam dan Budha atau tidak ada kaitannya dengan isu agama. Kompas.com, berdasarkan analisis model diatas membingkai konflik Rohingya sebagai sebuah krisis kemanusiaan. Rohingya bukan hanya konflik antar agama. Namun, juga konflik yang harus diselesaikan bersama sebagai seorang manusia. Disinilah media massa dengan genre jurnalisme damai berperan penting dalam menjaga kerukunan antarumat beragama.[In its development, there is a new style of journalism concept that is more prioritized to resolve the conflict. The concept of journalism is called peace journalism, introduced by Johan Galtung, a professor of Peace Studies who was also the Director of the Transcend Peace and Development Network in the 1970s. This journalism is a journalistic practice relying on critical questions that look at the humanity entity of an issue. Journalism of this genre is more focused on seeking peace, resolution, reconstruction, and reconciliation in view of the conflict e Rohingya conflict can be widespread. It can be encouraged by the issues of tribe, religion, race, and interaction (SARA). It could be that the conflict in Myanmar can be “contagious” if brought to the realm of SARA - in this case, Islam and Buddhism - including in Indonesia. The mass media have a sign with a cant role in influencing society the general public in view of a conflict. Thus, in addressing the issue of conflict, special framing by the mass media is required. The genre of peaceful journalism is expected to bring a message of peace. Not just “provoke” the community under the pretext of unity/ brotherhood religion or a particular group. If the issue is then blow-up by the media as a trigger for Rohingya conflicts religion, then the new conflict may get worse or even wider. The concern of this paper is to examine how framing Kompas.com in reports Rohingya issue using analysis model Murray Edelman. In this analysis, the model used three research instruments, namely categorization, rubrication, and categorization and ideology. As a result, Kompas.com is framing the Rohingya seen as a tragedy or humanitarian crisis. Kompas.com does not see the Rohingya issue as a religious conflict between Islam and Buddhism or has nothing to do with religious issues. Kompas.com, based on the above model analysis framed the Rohingya conflict]  
Perempuan Dalam Pandangan Media: Labelisasi Perempuan Sebagai “Agent Of Problem” Pada Koran Merapi Ayu Usada Rengkaningtias
Communication Vol 9, No 1 (2018): COMMUNICATION
Publisher : Fakultas Ilmu Komunikasi - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (550.396 KB) | DOI: 10.36080/comm.v9i1.615

Abstract

ABSTRACTMass media has a big role in constructing discourse, including creating the labeling and embedding a person's character/personality. In fact, the mass media does not yet have gender sensitivity in reporting issues concerning women. Even, the labels of women as the cause of the problem (agent of problem) reconstructed mass media through messages that appear in the form of news texts. Merapi, in this study is one of the media that still do not have gender sensitivity and gender equality. The text represents women as a secondary person after men. This paper has a concern on how the Merapi Koran represents the female figure as an agent of problem (women as the cause of the problem), from their reporting issue in the edition 9-10 November 2017. The analysis was conducted using critical discourse analysis (CDA) method, Sara Mills model with two research instruments, the position of the subject-object and the position of the author-reader. As a result, Merapi represents women as weak, powerless, causes of problems and worthy of take the blame of the problem. Merapi also makes the position of women increasingly marginalized by embedding label as agent of problem.Keywords: women, mass media, Merapi, marginalization, CDAABSTRAKMedia massa memiliki peran yang besar dalam mengonstruksi wacana, termasu k menciptakan labelisasi dan penyematan karakter/sosok seseorang. Pada kenyataannya, media massa belum memiliki sensitivitas gender dalam memberitakan isu-isu yang menyangkut perempuan. Label berupa perempuan sebagai penyebab masalah (agent of problem) direkonstruksikan media massa melalui pesan yang muncul dalam bentuk teks-teks berita. Merapi, dalam penelitian ini merupakan salah satu media yang masih belum memiliki sensitivitas gender dan keadilan gender. Berita di Merapi merepresentasikan perempuan sebagai secondary person (makhluk nomor dua) setelah laki-laki. Tulisan ini memiliki concern pada bagaimana Koran Merapi merepresentasikan sosok perempuan sebagai agent of problem (penyebab masalah), dalam pemberitaannya edisi 9-10 November 2017. Analisis dilakukan menggunakan metode critical discourse analysis (CDA), model Sara Mills dengan dua instrumen penelitian, yakni posisi subjek-objek dan posisi penulis-pembaca. Hasilnya, Merapi merepresentasikan perempuan sebagai makhluk lemah, tidak berdaya, penyebab masalah, dan patut disalahkan atas terjadinya masalah. Merapi juga menjadikan posisi perempuan semakin termarginalisasi dengan penyematan label agent of problem.Kata kunci: perempuan, media massa, Merapi, marginalisasi, CDA
STRATEGI KOMUNIKASI POLITIK MUHAMMAD DI MADINAH Ayu Usada Rengkaningtias
Avant Garde Vol 5, No 2 (2017): AVANT GARDE
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/avg.v5i2.640

Abstract

The influence of the Prophet Muhammad as the bearer of the Islamic message is known plural. It is also about his prophetic and apostolic. The thing that is rarely discussed is Muhammad's position as a political communicator. In this case Muhammad is certainly an actor in the process of political communication in Medina. History calls the long journey of forming the Medina State under the reign of Muhammad starting from zero to become an area that was calculated at that time. It is not excessive for Muhammad to be called as a political actor in the establishment of Medina as well as political communicator in the government of Medina.  In political communication, it is mentioned that political actors can form a public opinion, which then becomes consensus and mutually agreed. Thus, Muhammad has fulfilled that element in his leadership over Medina. In the process of political communication, there are important elements such as political communicators, messages delivered, and targets to the political communication effect that made Muhammad in Medina. The interesting thing for studied is Muhammad's political communication strategy. Where is as a political communicator, Muhammad was able to unite the heterogeneity and pluralism of the community who then agreed and want to be under his leadership in Medina. This paper is a literature study with an analytical descriptive approach as a way of describing and explaining historical facts relating to the role of Muhammad as a political communicator. From the results of the research, it was found that Muhammad had a brilliant political communication strategy. These strategies are: 1) The credibility of political communicators; 2) Create culture together and the elimination of racism as a political message; 3) Medina Charter as a target of political communication; 4) The practice of negotiation in political communication; 5) Selection of appropriate media in political communication. The entire political communication strategy of Muhammad can be seen from the elements of political communication. The author mentions that the Prophet Muhammad as the leader of Medina at that time has a communication strategy that goes far beyond the existing contemporary theory.
Effective school organizational communication management: Descriptive study at Madrasah Aliyah Negeri 1 Yogyakarta Ayu Usada Rengkaningtias; Siswantoyo Siswantoyo
Informasi Vol 52, No 2 (2022): Informasi
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/informasi.v52i2.56747

Abstract

Organizational communication management determines the effectiveness of an educational institution. Good communication in educational organizations will make a school more effective. Conversely, without good organizational communication management, miscommunication often occurs. This article aims to analyze and describe organizational communication management at Madrasah Aliyah Negeri 1 Yogyakarta as one of the leading schools in the city of Yogyakarta. This study used descriptive qualitative method. The results of the study show that for superior schools, communication within the organization is vital in school management. As a top school, the management of MAN 1 Yogyakarta carries out various ways to improve achievement through organizational communication management. One of them is by creating a healthy flow of information for all components of the school. Leaders also innovate in the form of a special team that acts as a communication "bridge" that specifically handles and improves school performance. MAN 1 devotes all efforts to continuously improve school performance. This is because MAN 1 management assesses that achievement is a very important indicator of the quality and effectiveness of an educational institution.  
Strategi Komunikasi Widyaiswara dalam Pelatihan Peningkatan Kapasitas Dan Kinerja Aparatur Sipil Negara Sekretariat Jenderal Dewan Perwakilan Rakyat Republik Indonesia Nasution, Farizka Rusyda; Rengkaningtias, Ayu Usada
Lektur: Jurnal Ilmu Komunikasi Vol 7, No 2 (2024): Lektur: Jurnal Ilmu Komunikasi
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/lektur.v7i2.21778

Abstract

AbstrakPenelitian ini bertujuan untuk mengetahui strategi komunikasi serta hambatan komunikasi yang dilakukan oleh Widyaiswara dalam kegiatan Pelatihan peningkatan kapasitas dan kinerja Aparatur Sipil Negara (ASN) di Dewan Perwakilan Rakyat Republik Indonesia (DPR RI). Penelitian ini merupakan jenis penelitian kualitatif dengan pendekatan deskriptif. Penentuan informan dalam penelitian ini menggunakan teknik purposive sampling yang terdiri dari Widyaiswara DPR RI dan ASN DPR RI. Teknik pengumpulan data meliputi data primer yang diperoleh melalui wawancara mendalam sedangkan data sekunder diperoleh dari buku, sumber arsip, internet, jurnal, publikasi, serta dokumen relevan mengenai masalah penelitian. Hasil penelitian menunjukkan bahwa Widyaiswara DPR RI dalam menajalankan program diklat dapat menjalankan strategi komunikasi yang cukup baik dalam kegiatan pelatihan untuk meningkatkan kapasitas dan kinerja yang ditujukan oleh ASN DPR RI. strategi yang digunakan yaitu pengenalan khalayak dengan menjalankan pre-test terhadap ASN sebelum menjalankan pelatihan, penentuan pesan dengan membuat kurikulum pembelajaran dan Rancang Bangun Pembelajaran Mata Pelatihan (RBPMP), penetapan metode dengan menjalankan two ways communication serta ice breaking dalam kegiatan pelatihan, penggunaan media seperti bahan ajar, bahan tayang, dan bahan peraga, serta analisa pendukung dan hambatan Widyaiswara dalam menjalankan pelatihan.Kata kunci: Strategi komunikasi, Widyaiswara, Pendidikan dan Latihan, Aparatur Sipil Negara                                                                                                     Abstract This research aims to explore the communication strategies and barriers employed by Widyaiswara in the training activities aimed at enhancing the capacity and performance of Civil Servants (ASN) at the House of Representatives of the Republic of Indonesia (DPR RI). This study adopts a qualitative research approach with a descriptive method. The selection of informants utilizes purposive sampling technique, consisting of Widyaiswara from DPR RI and ASN from DPR RI. Data collection techniques include primary data obtained through in-depth interviews, while secondary data are collected from books, archival sources, the internet, journals, publications, and relevant documents regarding the research problem. The results of the study indicate that Widyaiswara from DPR RI can execute communication strategies fairly well in training activities aimed at enhancing the capacity and performance of ASN from DPR RI. The strategies employed include audience recognition through pre-tests conducted on ASN prior to the training, message determination by developing learning curricula and Training Material Development (RBPMP), method determination by employing two-way communication and ice breaking during training activities, utilization of media such as teaching materials, visual aids, and demonstrators, as well as analysis of the supporting factors and obstacles faced by Widyaiswara in conducting the training.Impact GameKeywords: Communication strategies, Widyaiswara, Education and Training, Civil Servants
Diffusion of artificial intelligence-based learning innovation: A case study in MTs Muhammadiyah Tawangsari Sukoharjo Laksana, Novianto Yudha; Rengkaningtias, Ayu Usada; Handayani, Wuri
Informasi Vol. 53 No. 2 (2023): Informasi
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/informasi.v53i2.71865

Abstract

Madrasah Tsanawiyah Muhammadiyah Tawangsari is a junior high school level educational institution that bases its curriculum on Islamic principles and progressively applies information technology (IT) on the foundation of Muhammadiyah values. This study aims to determine the process of diffusion of innovation in technology-based learning, focusing on the role of teachers as agents of change in applying artificial intelligence in the context of learning. The research method used was qualitative descriptive, involving in-depth interviews with four teachers who had key roles in introducing the innovation. The results showed that most teachers have received information about the use of artificial intelligence through various socialization activities, workshops, and training. The diffusion of learning innovations in MTs Tawangsari involves various communication channels, including interpersonal communication such as lectures, dialogues, and demonstrations of effective practices; communication through mass media, such as the publication of writings on school websites; and communication through social media, such as Youtube, Instagram, and Facebook. In addition, teachers consider that innovation in post-pandemic learning has significant urgency, with success indicators in the form of increased active student participation in the learning process. In addition, teachers also voiced the need for community platforms and continuous training on artificial intelligence-based learning.
Organizational communication management in effective Islamic school Rengkaningtias, Ayu Usada; Hanum, Farida; Abd Jabar, Cepi Safruddin
Humanika: Kajian Ilmiah Mata Kuliah Umum Vol. 25 No. 1 (2025): Humanika: Kajian Ilmiah Mata Kuliah Umum
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/hum.v25i1.83970

Abstract

Management and communication are two vital things an educational institution needs to pay attention to to achieve organisational goals. Communication helps managerial functions to run effectively. Important communication is in every stage of the management function, from planning, organizing, actuating, and controlling. In addition, communication guarantees that there is no interruption of information in every management, including educational institutions such as schools. This paper seeks to explore and obtain information about organizational communication management. The type of research used in this paper is literature research (literary study) in which theory is taken from library data and then studied and examined in obtaining contents to obtain objective results. A literature study found that a school has several organisational communication management strategies that are optimal and effective in achieving organisational goals, including those of Islamic schools. First, in order to be an effective school, all systems in an organisation must carry out their respective functions properly. Second, whatever the pattern of organisational communication in schools, the most important thing in an organisation is the direction of communication that is able to accommodate the flow of information. Third, to become an effective school, school management must be able to overcome communication barriers with various strategies. Fourth, religious values play an important role in the context of Islamic schools through prophetic communication. This will form a noble culture of Islamic educational organizations that support organizational communication management so that a school transforms into an excellent and effective school. Manajemen dan komunikasi adalah dua hal vital yang perlu diperhatikan sebuah lembaga pendidikan dalam mencapai tujuan organisasi. Komunikasi membantu fungsi-fungsi manajerial agar berjalan dengan efektif. Komunikasi penting berada dalam setiap tahapan fungsi manajemen, mulai dari planning (perencanaan), organizing (pengorganisasian), actuating (implementasi/ pelaksanaan), dan controlling (pengawasan). Selain itu, komunikasi menjamin tidak adanya keterputusan informasi dalam setiap manajemen, termasuk lembaga pendidikan seperti sekolah. Tulisan ini berupaya menggali dan mendapatkan informasi mengenai manajemen komunikasi organisasi di sekolah, termasuk di sekolah Islam. Jenis penelitian yang digunakan dalam tulisan ini adalah literature research (studi literatur) dimana teori diambil dari data-data kepustakaan lalu dikaji dan ditelaah dalam memperoleh konsepsi untuk mendapatkan hasil yang objektif. Penelitian ini menemukan bahwa ada sejumlah strategi manajemen komunikasi organisasi di sebuah sekolah agar optimal dan efektif dalam mencapai tujuan organisasi. Pertama, agar menjadi sekolah yang efektif seluruh sistem dalam sebuah organisasi harus menjalankan masing-masing fungsinya dengan baik. Kedua, apapun pola komunikasi organisasi yang diterapkan di sekolah, hal terpenting dari sebuah organisasi adalah bagaimana arah komunikasi dalam pola tersebut mampu mewadahi seluruh kelancaran informasi. Ketiga, untuk menjadi sebuah sekolah yang efektif, manajerial sekolah harus mampu mengatasi hambatan komunikasi dengan berbagai macam strategi. Keempat, ada peran penting dari nilai-nilai agama dalam konteks sekolah Islam dalam bentuk komunikasi profetik akan membentuk budaya mulia organisasi pendidikan Islam yang mendukung manajemen komunikasi organisasi sehingga sebuah sekolah bertransformasi menjadi sekolah yang unggul dan efektif.
RESPONS FOLLOWER TERHADAP CELEBRITY ENDORSER DALAM MEMBANGUN BRAND AWARENESS DI AKUN TIKTOK FASHION MUSLIM @LOZYHIJAB Laeli, Nurul; Rengkaningtias, Ayu Usada
Lektur: Jurnal Ilmu Komunikasi Vol 8, No 1 (2025): Lektur: Jurnal Ilmu Komunikasi
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/lektur.v8i1.23730

Abstract

Penelitian ini bertujuan untuk mendeskripsikan respons follower pada penggunaan celebrity endorser dalam upaya membangun brand awareness di akun TikTok @Lozyhijab. Menggunakan metode deskriptif kualitatif dengan pendekatan S-O-R (Stimulus-Organism-Response). Data penelitian didapatkan melalui wawancara dan dokumentasi. Pemilihan informan dilakukan dengan teknik purposive sampling. Menggunakan teknik triangulasi metode, teknik analisis data mengacu pada tiga tahap Miles dan Huberman yaitu reduksi data, penyajian data, dan penarikan kesimpulan. Hasil menunjukkan bahwa celebrity endorser memengaruhi tiga dimensi respons follower: kognitif (peningkatan pemahaman terhadap brand), afektif (kedekatan emosional dan persepsi positif), dan behavioral (interaksi, pencarian informasi, dan loyalitas). Meskipun terdapat follower yang pasif, strategi ini terbukti efektif dalam meningkatkan brand awareness, terutama di kalangan generasi Z. Faktor seperti kredibilitas endorser, relevansi gaya hidup, dan engagement konten sangat berperan dalam membentuk persepsi positif terhadap brand. 
Co-Authors Cepi Safruddin Abdul Jabar Farida Hanum Laksana, Novianto Yudha Nasution, Farizka Rusyda Nurul Laeli Robi Kurniawan Siswantoyo Wuri Handayani