Garuda - Garba Rujukan Digital

HUBUNGAN PENGGUNAAN MEDIA SOSIAL INSTAGRAM @sekolahvokasiipb DENGAN PEMENUHAN INFORMASI AKADEMIK MAHASISWA KOMUNIKASI DIGITAL DAN MEDIA Haris, Alvito; Priatna, Wahyu Budi; Pranata, Rici Tri Harpin; Riyanto, Sutisna
Jurnal Sarjana Ilmu Komunikasi (J-SIKOM) Vol 7 No 1 (2026): Jurnal Sarjana Ilmu Komunikasi (J-SIKOM)
Publisher : Program Studi Ilmu Komunikasi, Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/j-sikom.v7i1.9525

This study examines the relationship between the use of the Instagram account @sekolahvokasiipb and the fulfillment of academic information needs among students of the Digital Communication and Media Study Program. The study is grounded in the Uses and Gratifications Theory, which positions students as active audiences who deliberately select media to satisfy their informational needs, and the Circular Model of SOME, which emphasizes content sharing, optimization, management, and audience engagement in digital communication. A quantitative approach was employed by distributing Likert-scale questionnaires to 84 students who follow the @sekolahvokasiipb Instagram account. Due to non-normal data distribution, the Spearman correlation test was applied. The results indicate that both Instagram usage and the fulfillment of academic information needs are categorized as high to very high. The correlation analysis reveals a very strong and significant relationship between the two variables (r = 0.830; p < 0.001). These findings demonstrate that Instagram functions effectively as a channel for digital academic communication by providing accessible, relevant, and timely information. This study contributes to digital academic communication research by empirically integrating the Uses and Gratifications Theory with the Circular Model of SOME in explaining social media engagement within higher education institutions. Keywords : Uses and Gratifications, Circular Model of SOME, Digital Academic Communication, Instagram

Pemanfaatan Konten Visual Instagram dalam Meningkatkan Brand Awareness Premiair Group Septiani, Nur Afni; Priatna, Wahyu Budi
Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v9i1.6185

This study aims to analyze the Instagram visual content strategy implemented by Premiair Group in enhancing brand awareness through the AIDA (Attention, Interest, Desire, Action) model. The research employs a descriptive qualitative approach with a case study method, utilizing in-depth interviews with the Marketing Communication team and secondary data analysis. The findings indicate that the visual content strategy is systematically developed based on established brand guidelines, with a strong emphasis on the consistent use of color palette as the company’s primary visual identity. The implementation of the AIDA model is reflected in attention-grabbing visual elements, the delivery of relevant and distinctive information, the construction of emotional appeal, and the provision of clear call-to-action through accessible contact information. The novelty of this study lies in its analytical focus on the company’s perspective in managing AIDA-based visual content strategies within the private aviation industry, which remains underexplored in academic discourse. The academic contribution of this research is to enrich the literature on digital marketing communication, particularly in relation to the application of the AIDA model in social media visual strategies to build brand awareness in premium service industries.

Company Profile sebagai Media Public Relations dalam Pembentukan Citra Positif KompasTV Nugraheni, Fadila Fitri Eka; Priatna, Wahyu Budi
Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v9i1.6188

This study aims to examine how KompasTV's company profile plays a role in building and strengthening the company's positive image in the eyes of the public and business partners. In today’s fast-paced digital communication era, media companies like KompasTV are required not only to present information accurately and attractively but also to maintain the trust of the public and business partners through effective communication. This study uses a descriptive qualitative method by conducting interviews with the Public Relations staff of KompasTV to gain a deeper understanding of the strategies used in presenting the company profile. The results show that KompasTV’s company profile effectively communicates the company’s identity, core values, vision, mission, and programs in a clear, engaging, and easily understandable way. The company profile functions not merely as a formal document but also as an effective communication tool that helps build trust and enhance the loyalty of both the public and business partners. Therefore, the company profile serves as an essential instrument for supporting organizational communication, shaping a strong corporate image, and maintaining KompasTV’s position as a professional and reliable media organization in the highly competitive media industry.

Diseminasi Informasi dan Promosi melalui Instagram @kebunraya_id Sufa, Fadhila Faella; Priatna, Wahyu Budi
Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v9i1.6176

The rapid development of social media has transformed how institutions disseminate information and conduct promotional activities to the public. Instagram has become a widely used platform for delivering information in a fast, visual, and interactive manner, enabling institutions to reach broader audiences while strengthening their institutional image in the digital environment. In this context, this study examines the practice of information dissemination and promotion through the official Instagram account @kebunraya_id. This study employs a qualitative approach with a descriptive method. Data were collected through observation of Instagram content posted on @kebunraya_id from September to December 2025, unstructured interviews Digital Strategist and Social Media Admin of Kebun Raya, and documentation of posts related to informational and promotional activities. Data analysis was conducted through the stages of data reduction, data presentation, and conclusion drawing. The findings indicate that Instagram functions as an effective medium for disseminating information and promoting Kebun Raya as an educational and recreational tourism destination. Information dissemination is carried out through educational and greetings content, while promotional activities are presented through recreation and tourism content. The communication strategy integrates educational values, appealing visual elements, and interactive engagement with audiences, although several challenges remain, including time management, inter-division coordination, and the content approval process.

Fitur Repost TikTok sebagai Sarana Penyampaian Perasaan Mahasiswa Komunikasi Digital dan Media IPB Priatna, Wahyu Budi; Dharmawan, Leonard; Allaysyaa, Nazwa Nayla; Wahyu Budi , Wahyu Budi; Dharmawan, L eonard
Translitera : Jurnal Kajian Komunikasi dan Studi Media Vol 15 No 1 (2026): Maret 2026
Publisher : Universitas Islam Balitar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35457/translitera.v15i1.5388

Penelitian ini mengkaji peran fitur repost pada aplikasi TikTok sebagai sarana penyampaian perasaan mahasiswa serta bagaimana audiens menafsirkan pesan dari konten yang dibagikan ulang. Penelitian menggunakan pendekatan kuantitatif dengan desain explanatory research melalui penyebaran kuesioner kepada 71 mahasiswa Program Studi Komunikasi Digital dan Media IPB yang dipilih menggunakan teknik purposive sampling. Instrumen penelitian telah melalui uji validitas dan reliabilitas, dengan seluruh item dinyatakan valid serta memperoleh nilai Cronbach’s Alpha sebesar 0,866. Hasil analisis deskriptif menunjukkan bahwa mahasiswa memanfaatkan fitur repost bukan hanya untuk berbagi konten, tetapi juga untuk mengekspresikan suasana hati, emosi, dan identitas diri. Analisis regresi linier sederhana membuktikan bahwa penggunaan repost berpengaruh signifikan terhadap penyampaian perasaan (R = 0,452; sig. 0,000) dan persepsi audiens (R = 0,405; sig. 0,000). Temuan ini menegaskan bahwa repost berfungsi sebagai media komunikasi emosional yang memengaruhi cara mahasiswa menyampaikan dan menerima makna dalam interaksi digital.

The Implementasi AIDA pada Platform Instagram untuk Meningkatkan Occupancy Whiz Hotel Cikini Maharani, Karina Adinda; Priatna, Wahyu Budi
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2643

The digital transformation within the hospitality industry has driven Whiz Hotel Cikini to optimize its marketing communication strategy through Instagram to enhance brand awareness and occupancy. This study analyzes the implementation of the AIDA Model (Attention, Interest, Desire, Action) in the hotel’s digital strategy and its impact on marketing performance. A descriptive qualitative method was used, involving digital observation, content analysis, and interviews. The findings indicate that each AIDA stage contributes significantly. The Attention stage is achieved through consistent and visually appealing content that enhances brand visibility and audience reach. The Interest stage emerges from interactive content such as quizzes and guest-experience storytelling, which significantly increases audience engagement. The Desire stage is strengthened through guest testimonials and influencer collaborations that build trust and encourage interest among potential guests. The Action stage shows direct results through clear CTAs, booking links, and increased traffic from Instagram to the reservation page. The study concludes that the integrated application of AIDA creates a more effective customer journey, leading audiences from awareness to booking decisions. This strategy has proven to enhance engagement, expand audience reach, and contribute positively to the increase in Whiz Hotel Cikini’s occupancy rate. Abstrak Transformasi digital dalam industri perhotelan mendorong Whiz Hotel Cikini untuk memaksimalkan strategi komunikasi pemasaran melalui Instagram sebagai upaya meningkatkan brand awareness dan occupancy. Penelitian ini menganalisis penerapan Model AIDA (Attention, Interest, Desire, Action) dalam strategi digital hotel serta dampaknya terhadap kinerja pemasaran. Metode penelitian menggunakan pendekatan deskriptif kualitatif melalui observasi digital, analisis konten, dan wawancara. Hasil penelitian menunjukkan bahwa setiap tahap AIDA memberikan kontribusi nyata. Tahap Attention diraih melalui konsistensi konten visual yang menarik sehingga meningkatkan visibilitas merek dan jangkauan audiens. Tahap Interest muncul dari konten interaktif seperti kuis dan storytelling pengalaman tamu yang mampu meningkatkan keterlibatan secara signifikan. Tahap Desire diperkuat melalui testimoni tamu dan kolaborasi influencer yang membangun kepercayaan dan mendorong minat calon tamu. Tahap Action menunjukkan hasil langsung melalui CTA yang jelas, tautan pemesanan, serta meningkatnya trafik dari Instagram menuju halaman reservasi. Temuan ini membuktikan bahwa penerapan Model AIDA secara terintegrasi membentuk customer journey yang lebih efektif, mulai dari menarik perhatian hingga mendorong keputusan pemesanan. Strategi ini terbukti meningkatkan engagement rate, memperluas audiens, dan memberikan kontribusi positif pada kenaikan tingkat hunian Whiz Hotel Cikini.

Strategi Humas dalam Penyampaian Informasi Pertanahan melalui Instagram @kantahkabbogor1 Habibah, Manda Nur Iryanti; Priatna, Wahyu Budi
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2649

The use of government social media as a public communication tool plays a vital role in disseminating information to the public. Studies on public relations strategies for conveying land-related information through the Instagram accounts of vertical government agencies require further examination. This study aims to identify public relations strategies for conveying land-related information via the Instagram account @kantahkabbogor1, as well as the factors that contribute to the effectiveness of such information dissemination. This study employs a qualitative method with a descriptive approach. Data were collected through observation, interviews, documentation, and literature review. The results indicate that public relations strategies are implemented through planned public communication management, ranging from identifying the public’s information needs, content planning, information dissemination via feed posts and Reels, to evaluation using Instagram Insights. The dissemination of land administration information via Instagram is capable of creating public communication that is more adaptive, interactive, and easily accessible to the public. The effectiveness of information dissemination is supported by the consistency of posts, the use of visual content, creativity in content management, as well as active audience participation through comments and direct messages. This study demonstrates that the success of the government’s digital public communication is not only determined by the use of social media, but also by the public relations department’s ability to understand the public’s information needs. Abstrak Pemanfaatan media sosial pemerintah sebagai sarana komunikasi publik menjadi bagian penting dalam penyampaian informasi kepada masyarakat. Kajian mengenai strategi humas dalam penyampaian informasi pertanahan melalui akun Instagram instansi vertikal pemerintah masih perlu dikaji lebih lanjut. Penelitian ini bertujuan untuk mengidentifikasi strategi humas dalam penyampaian informasi pertanahan melalui Instagram @kantahkabbogor1 serta faktor-faktor yang mendukung efektivitas penyampaian informasi tersebut. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Data diperoleh melalui observasi, wawancara, dokumentasi, dan studi literatur. Hasil penelitian menunjukkan bahwa strategi humas dilakukan melalui pengelolaan komunikasi publik yang terencana, mulai dari identifikasi kebutuhan informasi masyarakat, perencanaan konten, penyampaian informasi melalui unggahan feeds dan reels, hingga evaluasi melalui insight Instagram. Penyampaian informasi pertanahan melalui Instagram mampu menciptakan komunikasi publik yang lebih adaptif, interaktif, dan mudah diakses masyarakat. Efektivitas penyampaian informasi didukung oleh konsistensi unggahan, pemanfaatan konten visual, kreativitas pengelolaan konten, serta partisipasi aktif audiens melalui komentar dan pesan langsung. Penelitian ini menunjukkan bahwa keberhasilan komunikasi publik digital pemerintah tidak hanya ditentukan oleh penggunaan media sosial, tetapi juga kemampuan humas dalam memahami kebutuhan informasi masyarakat dan membangun komunikasi dua arah dengan publik.

The Implementasi AIDA pada Platform Instagram untuk Meningkatkan Occupancy Whiz Hotel Cikini Maharani, Karina Adinda; Priatna, Wahyu Budi
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2643

The digital transformation within the hospitality industry has driven Whiz Hotel Cikini to optimize its marketing communication strategy through Instagram to enhance brand awareness and occupancy. This study analyzes the implementation of the AIDA Model (Attention, Interest, Desire, Action) in the hotel’s digital strategy and its impact on marketing performance. A descriptive qualitative method was used, involving digital observation, content analysis, and interviews. The findings indicate that each AIDA stage contributes significantly. The Attention stage is achieved through consistent and visually appealing content that enhances brand visibility and audience reach. The Interest stage emerges from interactive content such as quizzes and guest-experience storytelling, which significantly increases audience engagement. The Desire stage is strengthened through guest testimonials and influencer collaborations that build trust and encourage interest among potential guests. The Action stage shows direct results through clear CTAs, booking links, and increased traffic from Instagram to the reservation page. The study concludes that the integrated application of AIDA creates a more effective customer journey, leading audiences from awareness to booking decisions. This strategy has proven to enhance engagement, expand audience reach, and contribute positively to the increase in Whiz Hotel Cikini’s occupancy rate. Abstrak Transformasi digital dalam industri perhotelan mendorong Whiz Hotel Cikini untuk memaksimalkan strategi komunikasi pemasaran melalui Instagram sebagai upaya meningkatkan brand awareness dan occupancy. Penelitian ini menganalisis penerapan Model AIDA (Attention, Interest, Desire, Action) dalam strategi digital hotel serta dampaknya terhadap kinerja pemasaran. Metode penelitian menggunakan pendekatan deskriptif kualitatif melalui observasi digital, analisis konten, dan wawancara. Hasil penelitian menunjukkan bahwa setiap tahap AIDA memberikan kontribusi nyata. Tahap Attention diraih melalui konsistensi konten visual yang menarik sehingga meningkatkan visibilitas merek dan jangkauan audiens. Tahap Interest muncul dari konten interaktif seperti kuis dan storytelling pengalaman tamu yang mampu meningkatkan keterlibatan secara signifikan. Tahap Desire diperkuat melalui testimoni tamu dan kolaborasi influencer yang membangun kepercayaan dan mendorong minat calon tamu. Tahap Action menunjukkan hasil langsung melalui CTA yang jelas, tautan pemesanan, serta meningkatnya trafik dari Instagram menuju halaman reservasi. Temuan ini membuktikan bahwa penerapan Model AIDA secara terintegrasi membentuk customer journey yang lebih efektif, mulai dari menarik perhatian hingga mendorong keputusan pemesanan. Strategi ini terbukti meningkatkan engagement rate, memperluas audiens, dan memberikan kontribusi positif pada kenaikan tingkat hunian Whiz Hotel Cikini.

Strategi Humas dalam Penyampaian Informasi Pertanahan melalui Instagram @kantahkabbogor1 Habibah, Manda Nur Iryanti; Priatna, Wahyu Budi
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2649

The use of government social media as a public communication tool plays a vital role in disseminating information to the public. Studies on public relations strategies for conveying land-related information through the Instagram accounts of vertical government agencies require further examination. This study aims to identify public relations strategies for conveying land-related information via the Instagram account @kantahkabbogor1, as well as the factors that contribute to the effectiveness of such information dissemination. This study employs a qualitative method with a descriptive approach. Data were collected through observation, interviews, documentation, and literature review. The results indicate that public relations strategies are implemented through planned public communication management, ranging from identifying the public’s information needs, content planning, information dissemination via feed posts and Reels, to evaluation using Instagram Insights. The dissemination of land administration information via Instagram is capable of creating public communication that is more adaptive, interactive, and easily accessible to the public. The effectiveness of information dissemination is supported by the consistency of posts, the use of visual content, creativity in content management, as well as active audience participation through comments and direct messages. This study demonstrates that the success of the government’s digital public communication is not only determined by the use of social media, but also by the public relations department’s ability to understand the public’s information needs. Abstrak Pemanfaatan media sosial pemerintah sebagai sarana komunikasi publik menjadi bagian penting dalam penyampaian informasi kepada masyarakat. Kajian mengenai strategi humas dalam penyampaian informasi pertanahan melalui akun Instagram instansi vertikal pemerintah masih perlu dikaji lebih lanjut. Penelitian ini bertujuan untuk mengidentifikasi strategi humas dalam penyampaian informasi pertanahan melalui Instagram @kantahkabbogor1 serta faktor-faktor yang mendukung efektivitas penyampaian informasi tersebut. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Data diperoleh melalui observasi, wawancara, dokumentasi, dan studi literatur. Hasil penelitian menunjukkan bahwa strategi humas dilakukan melalui pengelolaan komunikasi publik yang terencana, mulai dari identifikasi kebutuhan informasi masyarakat, perencanaan konten, penyampaian informasi melalui unggahan feeds dan reels, hingga evaluasi melalui insight Instagram. Penyampaian informasi pertanahan melalui Instagram mampu menciptakan komunikasi publik yang lebih adaptif, interaktif, dan mudah diakses masyarakat. Efektivitas penyampaian informasi didukung oleh konsistensi unggahan, pemanfaatan konten visual, kreativitas pengelolaan konten, serta partisipasi aktif audiens melalui komentar dan pesan langsung. Penelitian ini menunjukkan bahwa keberhasilan komunikasi publik digital pemerintah tidak hanya ditentukan oleh penggunaan media sosial, tetapi juga kemampuan humas dalam memahami kebutuhan informasi masyarakat dan membangun komunikasi dua arah dengan publik.

Peran Copywriting Caption Instagram dalam Mendukung Strategi Pemasaran Aplikasi Growin’ Mandiri Sekuritas Rangkuti, Michelia Aisha; Priatna, Wahyu Budi
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 4: Mei 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i4.16155

Pertumbuhan pesat platform investasi digital di Indonesia, yang ditandai dengan meningkatnya jumlah investor ritel hingga melampaui 20 juta Single Investor Identification pada akhir 2025, telah mendorong persaingan yang semakin intensif antar perusahaan sekuritas dalam menarik dan mempertahankan pengguna melalui strategi komunikasi pemasaran digital. Dalam konteks industri jasa keuangan yang berada dalam ruang regulasi yang ketat, konstruksi pesan persuasif melalui media sosial menjadi instrumen penting dalam membangun keterlibatan dan kepercayaan audiens. Penelitian ini bertujuan menganalisis praktik copywriting pada caption Instagram yang digunakan oleh PT Mandiri Sekuritas dalam mempromosikan aplikasi investasi digital Growin’. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik dokumentasi terhadap konten yang dipublikasikan melalui akun Instagram resmi perusahaan selama periode Februari hingga Maret 2026. Data dianalisis menggunakan model AIDA (Attention, Interest, Desire, Action) sebagai kerangka analisis. Hasil penelitian menunjukkan bahwa caption Instagram Growin’ disusun secara sistematis mengikuti struktur komunikasi persuasif berbasis AIDA, dengan elemen attention dan desire sebagai komponen yang paling dominan dalam menarik perhatian dan membangun minat investasi audiens. Sementara itu, elemen interest berfungsi sebagai sarana edukasi finansial, sedangkan action diwujudkan melalui ajakan yang eksplisit dan terarah. Penelitian ini memperkaya kajian komunikasi pemasaran digital, khususnya pada industri jasa keuangan, serta memberikan implikasi praktis bagi perusahaan sekuritas dalam mengoptimalkan strategi komunikasi melalui media sosial.

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