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All Journal GANEC SWARA Bawi Ayah: Jurnal Pendidikan Agama dan Budaya Hindu Sadharananikarana: Jurnal Ilmiah Komunikasi Hindu Jurnal Ilmu Komunikasi Paryaṭaka : Jurnal Pariwisata Budaya dan Keagamaan Samvada: Jurnal Riset Komunikasi, Media, dan Public Relation Waisya : Jurnal Ekonomi Hindu Widya Duta: Jurnal Ilmiah Ilmu Sosial Budaya JPNM : Jurnal Pustaka Nusantara Multidisiplin Journal of Digital Media Communication
I Wayan Astraguna
Sekolah Tinggi Agama Hindu Negeri Gde Pudja Mataram, Indonesia
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Strategi Reaktivitas Tiktok Membangun Citra Merek Daihatsu PT Prima Parama Mobilindo I Gusti Ayu Putri Wulandari; Sayu Kadek Jelantik; I Wayan Astraguna
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.6177

Abstract

This study examines the reactivation strategy of the TikTok account as an effort by PT Prima Parama Mobilindo to build Daihatsu’s brand image in the digital era. The main issue addressed in this research stems from the company’s limited digital activity despite TikTok’s vast potential as a brand communication medium. The purpose of this study is to describe the strategy for reactivating the TikTok account, analyze the internal and external factors influencing its formulation, and explore the internal stakeholders’ perceptions of TikTok’s role in shaping Daihatsu’s brand image. A qualitative descriptive approach was employed, with data collected through non-participatory observation, in-depth interviews, and documentation studies. Data analysis was conducted based on the theories of Brand Image, Integrated Marketing Communication, and Social Media Marketing. The findings reveal that the reactivation strategy focuses on producing creative and interactive content aligned with platform trends and collaborating with influencers. Internal factors such as limited human resources and technical capability pose major challenges, while external factors including the dynamics of social media trends and consumer behavior serve as key driving forces. The TikTok reactivation has been proven to strengthen Daihatsu’s image as a modern, friendly, and digitally adaptive brand.
Strategi Komunikasi Penyuluh Agama Hindu melalui Instagram dalam Menginternalisasi Nilai Keagamaan kepada Generasi Muda di Kota Mataram Ni Nyoman Suciani; Ida Bagus Made Arjana; I Wayan Astraguna
JPNM Jurnal Pustaka Nusantara Multidisiplin Vol. 4 No. 3 (2026): July : Jurnal Pustaka Nusantara Multidisiplin (ACCEPTED)
Publisher : SM Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59945/jpnm.v4i3.1460

Abstract

Penelitian ini bertujuan menganalisis strategi komunikasi Penyuluh Agama Hindu melalui Instagram dalam menginternalisasi nilai keagamaan kepada generasi muda Hindu di Kota Mataram. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa observasi nonpartisipan, wawancara semi-terstruktur, dokumentasi, dan analisis media. Informan terdiri atas Penyuluh Agama Hindu yang aktif menggunakan Instagram serta generasi muda Hindu sebagai audiens. Hasil penelitian menunjukkan bahwa Instagram digunakan sebagai inovasi penyuluhan digital untuk memperluas jangkauan pesan keagamaan, melengkapi penyuluhan tatap muka, dan menyesuaikan pola komunikasi dengan karakter generasi muda. Strategi komunikasi dilakukan melalui pemilihan fitur reels, feed, story, caption, serta pengemasan pesan dalam bentuk video pendek, infografis, quotes, dokumentasi kegiatan, dan konten persuasif. Pesan keagamaan dikaitkan dengan ajaran Hindu, seperti Tri Hita Karana, Tri Kaya Parisudha, Tat Twam Asi, dan praktik keagamaan sehari-hari. Penelitian ini menegaskan bahwa Instagram dapat menjadi ruang komunikasi digital yang efektif untuk mendukung penyebaran pesan, penguatan pemahaman, dan internalisasi nilai keagamaan Hindu.
Komunikasi Budaya dalam Seni Pertunjukan Ogoh-Ogoh Hindu Bali di Tengah Transpormasi Media Kadek Arya Juniati; I Wayan Astraguna
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5125

Abstract

Balinese art has its own peculiarities that are very attached to religious nuances. Its values are reflected in three main elements: satyam (truth, honesty), sivam (purity), and sundaram (beauty). As an integral part of Hindu culture, performing arts in Bali are not only a form of entertainment, but also a medium to convey religious teachings, mythology, and social and cultural values that are passed down through generations. In this case, cultural communication has a crucial role in building understanding, appreciation, and tolerance between cultural groups. This study uses a descriptive qualitative method to examine how digital media transformation affects the form, presentation, and meaning of Ogoh-ogoh performing arts. Data was obtained through digital observation of @infotampaksiring Instagram accounts and analyzed interpretively with a theoretical approach to cultural communication and digital media. Ogoh-ogoh symbolizes bhuta kala, a symbol of negative energy that needs to be neutralized ahead of Nyepi Day. The emergence of social media such as Instagram and TikTok has changed the way people present and interpret this tradition. Although it presents opportunities for cultural preservation, a contextual narrative is needed so that the spiritual and philosophical values of Ogoh-ogoh are maintained in the midst of the rapid flow of digitalization.
Co-Authors Cahyani, Ni Kadek Gita Febriyani, Ida Ayu Indah Gede Eka Puja Dyatmika I Gusti Ayu Putri Wulandari I Nyoman Wijana Ida Bagus Made Arjana Kadek Arya Juniati Kartika, Komang Reza Larasaty, Inten Ni Nyoman Suciani Ni Putu Listiawati Ni Putu Listiawati Saridewi, Desak Putu Sayu Kadek Jelantik Sugiana, Tantrika Widiantari, Made Wijana, I Nyoman Yanti, Icha Budha