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Strategi Komunikasi Pemasaran CV Lembaga Konsultasi Dan Bimbingan Belajar Indonesia College Depok Dalam Meningkatkan Jumlah Peserta Didik Nala Maisa Priskila; Robbikal Muntaha Meliala; Teguh Tri Susanto
Sinergi : Jurnal Ilmiah Multidisiplin Vol. 1 No. 2 (2025): Sinergi: Jurnal Ilmiah Multidisiplin
Publisher : PT. AHLAL PUBLISHER NUSANTARA

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Education plays an essential role in shaping individual quality and the future of generations. Amid the growing need for additional learning support outside formal schools, tutoring institutions have emerged as one of the solutions widely chosen by society. This study examines the marketing communication strategies implemented by CV Lembaga Konsultasi dan Bimbingan Belajar Indonesia College Depok in its efforts to increase and retain students. Using a descriptive qualitative approach, data were collected through in-depth interviews, field observations, and documentation involving management, marketing teams, and students. The findings indicate that the institution applies an integrated communication strategy, utilizing digital media such as Instagram alongside offline activities including school visits and educational programs like free tryouts. Through the SOSTAC model (Situation, Objectives, Strategy, Tactics, Action, Control), the analysis reveals that the consistent combination of digital promotion and face-to-face interaction effectively strengthens the institution’s competitiveness, while reinforcing the role of tutoring as a relevant partner in non-formal education. Pendidikan memegang peran penting dalam membentuk kualitas individu dan masa depan generasi. Di tengah semakin tingginya kebutuhan akan pendampingan belajar di luar sekolah formal, lembaga bimbingan belajar hadir sebagai salah satu solusi yang banyak dipilih masyarakat. Penelitian ini mengkaji strategi komunikasi pemasaran yang diterapkan oleh CV Lembaga Konsultasi dan Bimbingan Belajar Indonesia College Depok dalam upaya meningkatkan dan mempertahankan peserta didik. Dengan pendekatan deskriptif kualitatif, data diperoleh melalui wawancara mendalam, observasi lapangan, dan dokumentasi bersama pihak manajer, tim pemasaran, serta siswa. Hasil penelitian menunjukkan bahwa lembaga menjalankan strategi komunikasi terpadu, baik melalui media digital seperti Instagram, maupun melalui kegiatan langsung di sekolah dan program edukatif berupa tryout gratis. Analisis dengan model SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) memperlihatkan bahwa kombinasi promosi digital dan interaksi tatap muka secara konsisten mampu memperkuat daya saing lembaga, sekaligus mendukung peran bimbingan belajar sebagai mitra pendidikan nonformal yang relevan di masyarakat. Kata kunci: strategi komunikasi pemasaran, bimbingan belajar, SOSTAC, media sosial, pendidikan nonformal

Strategi Media Relations Sekretariat Dewan Perwakilan Rakyat Daerah (DPRD) Kabupaten Bogor dalam Membangun Citra Positif Institusi Selri Febriani; Robbikal Muntaha Meliala; Teguh Tri Susanto
Sinergi : Jurnal Ilmiah Multidisiplin Vol. 1 No. 2 (2025): Sinergi: Jurnal Ilmiah Multidisiplin
Publisher : PT. AHLAL PUBLISHER NUSANTARA

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This study explores the media relations strategy implemented by the Secretariat of the Regional House of Representatives (DPRD) of Bogor Regency in building a positive institutional image. Using a qualitative descriptive approach with a case study design, data were collected through in-depth interviews, observations, and documentation. The research reveals that the media relations strategy in the DPRD Secretariat is still situational and lacks a structured annual strategic plan. Although press releases are routinely issued, press conferences and media gatherings have not been optimally conducted. The major challenges identified include limited human resources and publishing infrastructure. However, the public relations team has established cooperation with local media and made use of digital platforms. The strategy has contributed to the institutional image but requires improvements in structure, consistency, and resource enhancement. This article offers recommendations for enhancing the implementation of media relations strategies in local legislative institutions. Abstrak Penelitian ini mengkaji strategi media relations yang diterapkan oleh Sekretariat Dewan Perwakilan Rakyat Daerah (DPRD) Kabupaten Bogor dalam membangun citra positif institusi. Dengan menggunakan pendekatan deskriptif kualitatif dan desain studi kasus, data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi media relations yang diterapkan di Sekretariat DPRD Kabupaten Bogor masih bersifat situasional dan belum disusun dalam rencana strategis tahunan. Meskipun press release dilakukan secara rutin, kegiatan press conference dan media gathering belum dilakukan secara optimal. Tantangan utama yang dihadapi adalah keterbatasan sumber daya manusia dan infrastruktur publikasi. Namun, tim humas telah menjalin kerja sama dengan media lokal dan memanfaatkan platform digital. Strategi ini telah memberikan kontribusi terhadap citra institusi, namun masih memerlukan perbaikan dalam hal struktur, konsistensi, dan penguatan sumber daya. Artikel ini memberikan rekomendasi untuk perbaikan lebih lanjut dalam penerapan strategi media relations di lembaga legislatif daerah. Kata Kunci: Strategi Media Relations, Citra Institusi, Komunikasi Publik, DPRD, Strategi Komunikasi

Analisis Kegiatan Employee Relations PT Bank Central Asia Tbk Kantor Cabang Pembantu Juanda Bekasi Dalam Memberdayakan Kompetensi Komunikasi Pelayanan CXO : Analisis Kegiatan Employee Relations PT Bank Central Asia Tbk Kantor Cabang Pembantu Juanda Bekasi Dalam Memberdayakan Kompetensi Komunikasi Pelayanan CXO Melly Agustin; Robbikal Muntaha Meliala; Teguh Tri Susanto
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 10 No. 03 (2025): Volume 10 No. 03 September 2025 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.v10i03.34192

This study aims to analyze the role of employee relations (ER) in empowering the communication competence of customer experience officers (CXO) at PT Bank Central Asia Tbk, Juanda Bekasi Sub-Branch Office. The main focus of this research is on how employee relations (ER) activities support the enhancement of interpersonal communication skills, which are essential in maintaining the quality of digital banking services. This research employed a qualitative approach with a descriptive method. Data were collected through participatory observation and in-depth interviews with employee relations (ER) supervisors, customer experience officers (CXO), and customers. Data analysis was conducted using an interactive model consisting of data reduction, data presentation, and conclusion drawing. The findings reveal that employee relations (ER) significantly contribute to improving the confidence, mental readiness, empathy, and communication skills of customer experience officers (CXO). The positive impact of these activities is not only experienced by employees internally but also perceived by customers through more friendly, humanistic, and professional services. Therefore, employee relations (ER) can be positioned as a strategic partner in supporting the success of digital banking services while simultaneously strengthening the company’s positive image in the public eye.

Analisis Kegiatan Employee Relations PT Bank Central Asia Tbk Kantor Cabang Pembantu Juanda Bekasi Dalam Memberdayakan Kompetensi Komunikasi Pelayanan CXO : Analisis Kegiatan Employee Relations PT Bank Central Asia Tbk Kantor Cabang Pembantu Juanda Bekasi Dalam Memberdayakan Kompetensi Komunikasi Pelayanan CXO Melly Agustin; Robbikal Muntaha Meliala; Teguh Tri Susanto
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 10 No. 03 (2025): Volume 10 No. 03 September 2025 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.v10i03.34192

This study aims to analyze the role of employee relations (ER) in empowering the communication competence of customer experience officers (CXO) at PT Bank Central Asia Tbk, Juanda Bekasi Sub-Branch Office. The main focus of this research is on how employee relations (ER) activities support the enhancement of interpersonal communication skills, which are essential in maintaining the quality of digital banking services. This research employed a qualitative approach with a descriptive method. Data were collected through participatory observation and in-depth interviews with employee relations (ER) supervisors, customer experience officers (CXO), and customers. Data analysis was conducted using an interactive model consisting of data reduction, data presentation, and conclusion drawing. The findings reveal that employee relations (ER) significantly contribute to improving the confidence, mental readiness, empathy, and communication skills of customer experience officers (CXO). The positive impact of these activities is not only experienced by employees internally but also perceived by customers through more friendly, humanistic, and professional services. Therefore, employee relations (ER) can be positioned as a strategic partner in supporting the success of digital banking services while simultaneously strengthening the company’s positive image in the public eye.

Representasi Nasionalisme Dalam Kegiatan Soft Selling Produk Sasa Rendang Pada Konten Youtube Kimbab Family Silfi, Ananda; Robbikal Muntaha Meliala; Teguh Tri Susanto
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 10 No. 04 (2025): Volume 10 No. 04 Desember 2025 Build
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v10i04.34367

YouTube telah menjadi media komunikasi visual yang dapat digunakan untuk berbagai tujuan termasuk mempromosikan produk dan menyebarkan nilai-nilai budaya. Salah satu konten yang memanfaatkan pendekatan tersebut adalah video Kimbab Family berjudul “Masak Rendang Untuk Teman Dekat Suami Di Korea!!” menjadi contoh yang menarik dalam hal ini. Dalam video tersebut memperlihatkan bagaimana nasionalisme digambarkan melalui aktivitas soft selling yang dikemas dalam kehidupan sehari-hari, melalui simbol kuliner Indonesia yaitu rendang. Penelitian ini bertujuan untuk menganalisis bagaimana representasi nasionalisme ditampilkan dalam kegiatan soft selling produk Sasa Rendang pada konten YouTube Kimbab Family. Metode analisis yang digunakan adalah pendekatan kualitatif dengan menggunakan kajian semiotik Charles Sanders Peirce melalui tiga elemen: sign, objek, dan interpretant. Penelitian ini diharapkan dapat memberikan wawasan yang mendalam tentang bagaimana media digital seperti YouTube dapat menjadi sarana efektif dalam menyampaikan nilai-nilai nasionalisme melalui pendekatan soft selling yang dikemas secara halus dan emosional.

STRATEGI KOMUNIKASI KEMITRAAN PO LAJU PRIMA DALAM MEMBERIKAN PELAYANAN MELALUI APLIKASI HIBA AKAP ONLINE A.Irgi Wildan Syihab; Robbikal Muntaha Meliala; Teguh Tri Susanto
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 10 No. 04 (2025): Volume 10 No. 04 Desember 2025 Terbit
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v10i04.35249

This study aims to analyze the partnership communication strategy implemented by the Laju Prima Bus Company (PO) in delivering excellent service through the HIBA AKAP Online application. The research method used is descriptive qualitative, with data collected through observation, in-depth interviews, and documentation. The informants in this study included Laju Prima's management, ticket agent partners, and loyal customers. The findings reveal that Laju Prima's partnership communication strategy consists of five key components: (1) Shared agenda, (2) Common measurement system, (3) Mutually reinforcing activities, (4) Continuous communication, and (5) Strong supporting infrastructure. The HIBA AKAP Online application serves as a digital bridge that facilitates information transparency, operational efficiency, and reduces conflicts such as double booking. This study offers a new conceptual framework on integrating technology into business communication in the transportation sector.

DIGITAL PUBLIC RELATIONS PT BUMI ESTETIKA PERKASA DALAM MEMPRODUKSI KONTEN MITOS ATAU FAKTA PADA MEDIA INSTAGRAM @BUMIESTETIKAPERKASA Gustrianita; Robbikal Muntaha Meliala; Teguh Tri Susanto
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 10 No. 03 (2025): Volume 10 No. 03 September 2025
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v10i03.33276

Technological advancements have greatly changed communication, especially through digital media. Companies now must use the internet to keep up. Interest in facial care has risen, particularly among women, due to the sharing of skincare and beauty information on social media. However, much of this information is not medically accurate and can confuse the audience about proper treatments. This study looks at how PT Bumi Estetika Perkasa uses “Myth or Fact” content on Instagram to educate and soft sell. It uses qualitative methods and examines 14 pieces of content, with one video performing particularly well. The study finds this approach effectively combines education and marketing. Keywords: CMA, CMC, Digital PR

Daya Tarik Brand Image dan Brand Aura Kompas.com Terhadap Tingkat Persepsi Pengguna Instagram Teguh, Teguh Tri Susanto; septian, rio
Jurnal Media Penyiaran Vol. 4 No. 2 (2024): Desember (2024)
Publisher : LPPM UBSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/jmp.v4i2.8024

ABSTRAKSI Persaingan yang pesat di era media digital menghadirkan banyak tantangan bagi perusahaan media. Meskipun media digital bukanlah industri yang paling menguntungkan, namun ini adalah salah satu industri yang paling menjanjikan. Pesatnya penyebaran informasi dan konten persuasif menjadi dasar daya tarik media dalam komunikasi massa. Tetapi, ada juga risiko penyebaran informasi yang salah dan konten yang tidak akurat serta menurunkan kepercayaan masyarakat terhadap media. Namun, dalam lingkungan komunikasi digital yang kompetitif, mempertahankan dan meningkatkan jumlah pengguna menjadi tantangan yang semakin besar bagi perusahaan Kompas.com. Di sini, penting untuk memahami bagaimana elemen suatu merek, seperti citra dan auranya, memengaruhi persepsi pengguna Instagram. Tujuan penelitian ini adalah untuk mengetahui daya tarik dari Brand Image dan Brand Aura Kompas.com terhadap tingkat persepsi pengguna Instagram. Metode yang digunakan adalah Kuantitatif dengan pendekatan paradigma post-positivisme sampel yang digunakan dalam penelitian yaitu Non Probability Sampling jenis Purposive Sampling. Hasil penelitian menunjukkan Variabel brand image (X1) secara individual memiliki pengaruh yang signifikan terhadap variabel persepsi pengguna (Y). Variabel brand aura (X2) memiliki dampak signifikan secara individual terhadap variabel persepsi pengguna (Y). Variabel brand image (X1) dan brand aura (X2) secara bersama-sama (simultan) memiliki korelasi yang signifikan terhadap variabel persepsi pengguna (Y). Kata Kunci: Brand Image, Brand Aura, Persepsi. ABSTRACT The rapid competition in the digital media era presents many challenges for media companies. While digital media is not the most profitable industry, it is one of the most promising. The rapid spread of information and persuasive content form the basis of media's appeal in mass communication. However, there is also a risk of spreading misinformation and inaccurate content and lowering people's trust in the media. However, in a competitive digital communication environment, maintaining and increasing the number of users is becoming an increasing challenge for the Kompas.com company. Here, it is important to understand how elements of a brand, such as its image and aura, affect the perception of Instagram users The purpose of this study was to determine the attractiveness of Brand Image and Brand Aura Kompas.com to the level of perception of Instagram users. The method used is Quantitative with a post-positivism paradigm approach, the sample used in the study is Non Probability Sampling type Purposive Sampling. The results showed that the brand image variable (X1) individually had a significant effect on the user perception variable (Y). The brand aura variable (X2) has a significant impact individually on the user perception variable (Y). Brand image (X1) and brand aura (X2) variables together (simultaneously) have a significant correlation to the user perception variable (Y). Keywords: Brand Image, Brand Aura, Perception

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