Article Per Year (5 Year)
p-Index From 2021 - 2026
10.559
P-Index
This Author published in this journals
All Journal Jurnal Komunikasi Prologia Koneksi Jurnal Gema Ngabdi Jurnal Muara Ilmu Sosial, Humaniora, dan Seni Jurnal Muara Ilmu Ekonomi dan Bisnis Jurnal Bakti Masyarakat Indonesia PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat ASPIRATION Journal Inter Script: Journal of Creative Communication Kiwari Jurnal Serina Abdimas
Winduwati, Septia
Universitas Tarumanagara
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Veterinary Other

Published : 99 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 21 Documents
Search
Journal : Prologia

 1   2   3 
Pemanfaatan Instagram dalam Kampanye Online Advokasi Isu Palestina oleh Beauty Brand Kula Awantara, Nathalie Tresya; Winduwati, Septia
Prologia Vol. 10 No. 1 (2026): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v10i1.37202

Abstract

This study analyzes KULA’s online campaign as a value-driven beauty brand in advocating for humanitarian issues in Palestine and in developing a positive brand image through Instagram. The research is grounded in digital communication, audience engagement, public relations, corporate social advocacy (CSA), and corporate image theory. Using a qualitative descriptive approach with a case study design, data were collected from digital documentation of KULA’s 2025 campaign uploads and semi-structured interviews with two Instagram followers and one public relations practitioner, supported by validation from an expert informant. The findings indicate that KULA consistently integrates humanitarian values such as solidarity, empathy, and transparency into its online campaign strategies. Overall, the study concludes that value-driven communication and accountable digital practices significantly contribute to the formation of a credible and positive brand image. These results highlight how social advocacy, when communicated authentically, enhances audience trust and strengthens brand positioning in the digital landscape. Penelitian ini menganalisis kampanye online KULA sebagai value-driven beauty brand dalam mengadvokasi isu kemanusiaan Palestina serta mengembangkan citra positif melalui Instagram. Penelitian ini dilakukan berdasarka sejumlah konse maupun teori komunikasi digital, keterlibatan audiens, public relations, corporate social advocacy (CSA), dan manajemen citra. Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus. Data diperoleh melalui dokumentasi digital atas unggahan kampanye KULA selama tahun 2025 serta wawancara semi-terstruktur dengan dua pengikut Instagram KULA dan satu praktisi PR, yang kemudian dikonfirmasi melalui narasumber ahli. Hasil penelitian menunjukkan bahwa KULA konsisten mengintegrasikan nilai kemanusiaan seperti solidaritas, empati, dan transparansi melalui storytelling, pembaruan rutin, serta dokumentasi distribusi bantuan. Integrasi PR dan CSA terlihat dari keberanian brand mengambil posisi moral dan menampilkan proses donasi secara terbuka. Penelitian ini menyimpulkan bahwa komunikasi berbasis nilai dan praktik digital yang akuntabel berperan penting dalam mengembangkan citra positif, kredibel, dan relevan bagi brand kecantikan di era media sosial.
Co-Authors Abdul Rijwan Adiwinata, Arcelia Emmanuella Agatha Christy Adriani Aletheia Imanuel Alfira Dittya Raihan Ananta, Della Angel, Valentina Kyrie Angelyn, Felycia Angie Lavenia Aprilia, Elvira Arvin Stephensius Awantara, Nathalie Tresya Ayu Reni Anisa Buche Christian Sapulette Carolina, Alexandra Caroline Caroline Chandra, Surya Charenina, Putri Chery, Nabila Aurellia Christianto, Ivania Ariella Christina Cynthia Dora Moudy Daniel Dwi Fabian Deka Marcella Dhiya Fauziani Hediana Eko Harry Susanto Eldiani Febyola Elvan Eunike Tania Evelyn Natasha Ezra Krisna Farid Rusdi Fasa Bikati Sabka Fauziek, Catherine Febriana Agatha Flavia Veilieta Frank Marco Frans Carlos Yosephin Garcia, Giorgiana Hadi Artomo Hidayatullah, Bagas Syarip Ika Widyani, Agustina Iren Chienita Irena, Lydia Ivan Setiawan Japutra, Josephine Patricia Jaya, Daniel Putra Jesselin Rahardja Jesslyn Jesslyn Jocelin Citra Tanjaya Khaerunnisa, Amanda Kusmayani, Zakia Syahlail Kyra, Ancilla Lie, Daniel Lie, David Sugianto Linsye Linori Tanama Lisa Fernanda Lisa Harsono Liu, Hansen Manda Aulia Az Zahra Marvhieno Ardhian Dumalang Michelle Angela Michelle Levine Muhammad Fauzan Azhar Muhammad Rakha Rizky Pratama Natalia Natalia Natalia, Dinda Nathali, Gisela Anastasia Paramita, Sinta Pasanea, Debora Natalia Pertiwan, Indah Pinckey Triputra Pinckey Triputra Putri, Cahaya R. Putri, Cahaya Rizka Putri, Edsa Estella Amrikasari Queentania Suherman Randy Wijaya Rani Febriyani Reszki, Ananias Rika Mandasari, Rika Riris Loisa Rodhiah, Rodhiah Roswita Oktavianti Ryan Refael Zabdi Safira Amelia Salsabila, Salsabila Samsunuwiyati Mar’at Sarah Shafira Saraswati, Kiky Dwi Hapsari Sekar Mayang Setyo Riani Setyanto, Yugih Shania, Shania Sharka, Yoliandra Nur Shinta Darmawaty Sofian Arissaputra Suwirya, Theresa Indira Syaharani, Pricilla Tirta Ayu Tan, Stephanie Tandres, Herliany Tanjaya, Aldrich Tanuja, Vico Tasya Thio Audrey Fransisca Gunawan Valentika Valentika Wahyutristama, Biyan Nugraha Wangi Puspitaningrahayu Wanli Wanli Wicaksono, Raihan Zahran Widyani, Augustina Ika Wijaya, Calvin William William Wulan Purnama Sari Yolanda Octha Verren Young, Cindy