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All Journal Nadwa : Jurnal Pendidikan Islam Edulib Jurnal Kajian Informasi & Perpustakaan Jurnal Kajian Komunikasi Communicatus: Jurnal Ilmu Komunikasi JRK (Jurnal Riset Komunikasi) Nyimak: Journal of Communication Jurnal Komunikasi Syntax Literate: Jurnal Ilmiah Indonesia Prologia Jurnal Manajemen Komunikasi Warta Ikatan Sarjana Komunikasi Indonesia Jurnal Penelitian Manajemen Terapan (Penataran) AL MA'ARIEF : JURNAL PENDIDIKAN SOSIAL DAN BUDAYA Komunikasiana: Journal of Communication Studies Jurnal Abdimas Ilmiah Citra Bakti (JAICB) Jurnal Kajian Ilmiah Jurnal Pewarta Indonesia Gunahumas Journal of English Language and Education Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Jurnal Visi Komunikasi Journal of Innovation Research and Knowledge Jurnal Signal Jurnal Inovasi Pengabdian dan Pemberdayaan Masyarakat Mediator: Jurnal Komunikasi Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi Socius: Social Sciences Research Journal Inovasi Jurnal Pengabdian Masyarakat (IJPM) Comdent: Communication Student Journal INTERACTION Communication Studies Journal Dinamika Kerajinan dan Batik: Majalah Ilmiah
Priyo Subekti
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Digital Communication Transformation in Micro Tourism Enterprises: Adaptation Strategies and Media Literacy Barriers Subekti, Priyo; Novianti, Evi
Warta Ikatan Sarjana Komunikasi Indonesia Vol 8, No 1 (2025): Warta Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/wartaiski.v8i1.328

Abstract

This paper investigates the adaptive tactics, expectations, and obstacles micro-entrepreneurs (UMKM) in coastal tourism zones of Indonesia encounter in adopting digital communication tools. This study intends to grasp how local and migrant business people experience digital transformation. The study takes a qualitative descriptive technique to find patterns of communication behaviour and readiness toward digitalization rather than suggesting a particular hypothesis. In-depth interviews and field observations with chosen informants representing different tourism-related micro-enterprises—including apparel stores, food vendors, and guesthouse operators—provided data. Participants were classified as local or migrant business owners. Emphasizing data reduction, data display, and conclusion drawing, Miles and Huberman's methodology was used to thematically evaluate the data. The results show notable variations in digital adaptation between local and migrant business owners. While native players depend mostly on conventional word-of-mouth and direct consumer contacts, migrant entrepreneurs are more proactive and savvy in exploiting internet channels like Agoda or Instagram. Key expectations the report also underlines are the requirement of focused training, ongoing mentoring, and equitable access to digital infrastructure and government support. Among the obstacles found are low digital literacy, psychological resistance, information access restrictions, and policy execution structural inequities. Digital communication revolution among UMKM, this study finds, is not just about technological acceptance but also about cultural adaptation, psychological preparation, and institutional support—emphasizing the need of inclusive, community-based communication approaches. 
Empowering micro-entrepreneurs through community communication networks in Pangandaran’s tourism sector Subekti, Priyo; Bakti, Iriana; Koswara, Aang
AL MA'ARIEF : Jurnal Pendidikan Sosial dan Budaya Vol 7 No 1 (2025): Al Ma'arief: Jurnal Pendidikan Sosial dan Budaya
Publisher : Program Studi Tadris IPS Institut Agama Islam Negeri (IAIN) Parepare

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35905/almaarief.v7i1.13110

Abstract

Though micro-MSMEs are being more acknowledged as important engines of local economic growth, especially in tourism-oriented areas, there is still little knowledge of how community communication networks operate as tools of social empowerment, especially in settings characterized by internal migration, digital inequality, and resource asymmetry. This paper looks at how such networks enable indigenous and migrant micro-MSME players in Pangandaran, a fast-growing coastal tourism area in Indonesia. The study uses a qualitative case study method to grasp the complexity of community dynamics set against the background of unequal access to resources and possibilities among commercial actors. Data were gathered using in-depth interviews with 20 key informants and 4 community representatives, supplemented by participant observation and community document analysis. The research found, via thematic analysis, that communication networks are also platforms for empowerment by means of training, resource access, and social solidarity in addition to channels for corporate information exchange and promotion. Especially during the COVID-19 crisis, when tactics like product diversification and internet marketing became vital, these networks have supported corporate adaptation. Still, there are ongoing issues, including low digital literacy, unequal information access, and intra-community conflicts hindering group development. The results highlight the need to enhance community capacities by means of inclusive communication policies, digital literacy projects, and conflict resolution tools. Local governments, community-based organizations, and legislators trying to create strong and inclusive economic ecosystems in tourism-dependent areas will find these ideas useful.
Identity and Struggle of Women Micro, Small and Medium Enterprises in Digital Social Media Communication Subekti, Priyo; Perbawasari, Susie
Jurnal Pewarta Indonesia Vol 7 No 2 (2025): Jurnal Pewarta Indonesia
Publisher : Persatuan Wartawan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/jpi.v7i2.205

Abstract

This study explores how female micro-entrepreneurs in Pangandaran construct their identities and narrate their economic struggles through digital communication on social media. Drawing on a qualitative case study approach, the research identifies that social media functions not merely as a marketing tool but also as a symbolic space for self-representation, emotional engagement, and collective empowerment. The findings reveal that identity construction among women entrepreneurs is shaped by a combination of domestic roles, cultural values, religious expressions, and community affiliation. Through platforms such as WhatsApp, Facebook, and Instagram, these women employ simple but consistent communication strategies to promote their businesses, connect with customers, and share personal narratives. Many include culturally embedded elements in their posts, such as local dialects, traditional products, and expressions of gratitude, reflecting their rootedness in local traditions and values. Community networks like Baraya and PPUMI serve as key enablers of cooperative branding and digital literacy, strengthening the social capital among members. This research confirms that digital communication is an essential tool for empowerment, particularly when it aligns with local contexts and gendered experiences. It also highlights the importance of narrative-based digital training and participatory approaches in fostering inclusive digital entrepreneurship. The study contributes to a deeper understanding of how digital media intersects with gender, culture, and economic resilience in tourism-based regions in Indonesia.
Pembuatan Strategi Destinasi Branding untuk Optimalisasi Potensi Lokal di Kecamatan Jatigede, Sumedang Subekti, Priyo; Damayanti, Trie; Zubair, Feliza; Perbawasari, Susie; Anisa, Renata; Prastowo, FX Ari Agung
Inovasi Jurnal Pengabdian Masyarakat Vol 1 No 3 (2023): IJPM - Desember 2023
Publisher : CV Firmos

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54082/ijpm.201

Abstract

Kegiatan Pengabdian Kepada Masyarakat (PKM) dengan fokus utama pada pembuatan strategi destinasi branding telah berhasil dilaksanakan di empat desa di Kecamatan Jatigede, Sumedang. Ini merupakan respons terhadap tuntutan industri pariwisata modern yang memerlukan diferensiasi dan identitas kuat bagi setiap destinasi untuk dapat bersaing di pasar global. Melalui pendekatan ceramah, diskusi, dan pendampingan intensif dalam pembuatan proposal, peserta yang berasal dari Desa Karedok, Desa Kadujaya, Desa Jemah, dan Desa Cijeungjing diberikan pengetahuan dan keterampilan esensial tentang bagaimana menggali, mengartikulasikan, dan mempromosikan keunikan serta potensi dari desa masing-masing. Hasil dari kegiatan ini bukan hanya sebatas pemahaman teoritis. Peserta berhasil merumuskan konsep-konsep awal strategi branding yang terintegrasi dengan kearifan lokal, tradisi, serta potensi alam dan budaya setempat. Keberhasilan ini menandai langkah awal penting dalam perjalanan panjang transformasi destinasi wisata di keempat desa tersebut. Kesimpulannya, kegiatan PKM ini menegaskan bahwa dengan pendidikan, pelatihan, dan pendampingan yang tepat, desa-desa di Kecamatan Jatigede memiliki potensi untuk mengembangkan diri menjadi destinasi wisata unggulan yang mampu menarik perhatian wisatawan baik lokal maupun internasional, sekaligus meningkatkan kesejahteraan masyarakat melalui sektor pariwisata.
Strategi Storytelling dalam Video Feature untuk Memperkuat Identitas Desa Wisata Wahyana, Aditya Nur; Koswara, Iwan; Subekti, Priyo
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 5 No. 2 (2025): EduTIK : April 2025
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/edutik.v5i2.11474

Abstract

ABSTRAK  Penelitian ini mengkaji strategi storytelling dalam video feature untuk memperkuat identitas Desa Wisata Karedok di Kabupaten Sumedang, Jawa Barat. Menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus, penelitian melibatkan analisis konten terhadap 12 video feature yang diproduksi antara 2021-2025, wawancara mendalam dengan 8 informan kunci, dan observasi partisipatif selama proses produksi. Data dianalisis menggunakan kombinasi analisis naratif, semiotik visual, dan analisis tematik dengan menggunakan triangulasi sumber untuk memastikan validitas. Hasil penelitian mengungkap bahwa struktur naratif Hero's Journey dengan masyarakat sebagai protagonis kolektif dapat meningkatkan retensi audiens melalui keterlibatan emosional. Integrasi simbol budaya seperti ritual Mapag Sri dan palet warna hijau-coklat sebagai identitas warna mampu mengonversi nilai filosofis lokal menjadi daya tarik wisata. Kontribusi aktif masyarakat dalam penulisan naskah partisipatif menunjukkan peningkatan akurasi budaya dan membangun keberlanjutan promosi. Penelitian ini merekomendasikan empat strategi utama bagi pengelola desa wisata: pengelompokan sistematis elemen naratif desa, pengembangan struktur kolaborasi kreatif yang melibatkan masyarakat dalam produksi konten, penyusunan visual identity guideline berbasis filosofi lokal, dan pengoptimalan efektivitas konten di berbagai platform. ABSTRACT  This study examines the storytelling strategy in video features to strengthen the identity of Karedok Tourism Village in Sumedang Regency, West Java. Using a descriptive qualitative approach with a case study method, the research involves content analysis of 12 video features produced between 2021 and 2025, in-depth interviews with eight key informants, and participatory observation during production. The data was analyzed using narrative analysis, visual semiotics, and thematic analysis using source triangulation to ensure validity. The study results reveal that the narrative structure of the Hero's Journey with the community as a collective protagonist can increase audience retention through emotional involvement. Integrating cultural symbols such as the Mapag Sri ritual and the green-brown color palette as a color identity can convert local philosophical values into tourist attractions. The active contribution of the community in participatory scriptwriting shows an improvement in cultural accuracy and builds promotional sustainability. This research recommends four main strategies for tourism village managers: systematic grouping of village narrative elements, development of creative collaboration structures that involve the community in content production, development of visual identity guidelines based on local philosophy, and optimization of content effectiveness on various platforms.
Optimalisasi Peran Audiovisual di Museum Geologi Bandung dalam Meningkatkan Pemahaman Pengunjung Terhadap Edukasi Geologi Setiamihardja, Hafidz Ardis; Koswara, Iwan; Subekti, Priyo
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i6.59889

Abstract

Hal yang menarik untuk diteliti bagaimana media audiovisual membantu meningkatkan pengalaman pengunjung dari segi baik edukasi maupun hiburan di Museum Geologi, bagaimana peran audio visual dalam mendukung berbagai koleksi sejarah. Penelitian ini bertujuan untuk menganalisis efektivitas penggunaan media audiovisual dalam meningkatkan pemahaman pengunjung terhadap edukasi geologi di Museum Geologi Bandung. Metode penelitian kualitatif dengan pendekatan deskriptif dan interpretatif digunakan melalui observasi non-partisipan serta wawancara mendalam dengan pengelola museum dan pengunjung. Hasil penelitian menunjukkan bahwa media audiovisual, seperti Sound Dome, Dome Audio Visual, simulasi 3D, dan Augmented Reality (AR) di Museum Geologi Bandung, dinilai lebih efektif dibandingkan metode konvensional (teks deskriptif) dalam menyampaikan informasi. Sebanyak 4 dari 4 responden pengunjung menyatakan audiovisual membantu memahami konsep geologi yang kompleks melalui visualisasi detail, seperti animasi pembentukan bumi dan pergerakan lempeng. Pengelola museum juga mengungkapkan bahwa media ini meningkatkan durasi kunjungan dan fokus pengunjung terhadap koleksi. Namun, tantangan seperti keterbatasan sumber daya manusia dalam pembuatan konten dan kerusakan perangkat teknis masih perlu diatasi. Penelitian ini merekomendasikan integrasi audiovisual dengan metode konvensional, peningkatan kualitas teknologi, serta pengembangan konten yang inklusif untuk menjangkau semua kalangan. Temuan ini menegaskan bahwa audiovisual berpotensi mentransformasi museum menjadi destinasi edukatif-rekreatif yang relevan dengan generasi digital.
STRATEGI KOMUNIKASI DI PESISIR PANTAI WISATA PELUANG DAN TANTANGAN BAGI WIRAUSAHAWAN BARU Subekti, Priyo; Sjuchro, Dian Wardiana
JURNAL SIGNAL Vol 12 No 1 (2024): JURNAL SIGNAL
Publisher : Universitas Swadaya Gunung Jati

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

When starting and growing businesses, budding entrepreneurs in coastal tourism areas face various challenges and opportunities. Family and community support, access to social media, government cooperation, and cross-sector collaboration offer valuable resources but also introduce market and regulatory navigation complexities. To provide insights into effective strategies to encourage more involvement in entrepreneurship, focusing on integrating communication strategies in coastal tourism areas. A qualitative approach is used through case studies, with primary data collected from budding entrepreneurs in the coastal tourism sector through in-depth interviews, observations, and content analysis demonstrating the importance of building strong communication networks through stakeholder collaboration to help entrepreneurs overcome initial challenges and capitalise on opportunities. Establishing communication networks is critical for entrepreneurial success, with family and community support providing an essential foundation for business growth and development. Communication strategies developed by the government and relevant agencies should include elements that support the formation of these networks, ensure adequate socialisation, and provide complete and accurate information to new entrepreneurs to guide them through the entrepreneurial process. Key Words: budding entrepreneurs, tourist beach, social network, communication strategy, marketing strategy
Word of Mouth Sebagai Upaya Promosi Batik Sumedang oleh Pengrajin Batik Subekti, Priyo; Hafiar, Hanny; Komariah, Kokom
Dinamika Kerajinan dan Batik: Majalah Ilmiah Vol. 37 No. 1 (2020): Dinamika Kerajinan dan Batik : Majalah Ilmiah
Publisher : Balai Besar Standardisasi dan Pelayanan Jasa Industri Kerajinan dan Batik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22322/dkb.v37i1.5308

Abstract

Perkembangan batik di Indonesia menunjukan peningkatan yang positif, imbasnya pada peningkatan pertumbuhan ekonomi yang mampu menyumbang devisa negara melalui ekspor. Saat ini trend masyarakat kembali pada batik lokal yang memiliki muatan lokal salah satunya adalah Batik Kasumedangan. Batik Kasumedangan bisa menjadi media informasi yang berisi rekam jejak visual budaya lokal daerah Sumedang bagi generasi muda dan kelompok masyarakat luar Sumedang mengenai nilai-nilai luhur dalam budaya Sumedang,   sehingga dapat menjembatani pewarisan nilai-nilai luhur budaya kepada generasi muda sekaligus sebagai pelestarian budaya itu sendiri. Sebagai salah satu produk budaya, batik Sumedang diharapkan dapat menjadi salah satu identitas lokal masyarakat Sumedang. Metode yang digunakan adalah metode deskriptif dengan pencarian data menggunakan wawancara mendalam dan observasi. Saat ini industri batik di daerah Sumedang sudah mulai menunjukkan keaktifan dalam mempromosikan batik khas daerah lokal dalam hal ini adalah Sanggar Batik Umimay. Promosi yang dilakukan meliputi pameran, simposium batik, dan membuka stand di mal. Namun jika dilihat dari hasil penjualan, strategi tersebut belum optimal. Maka Sanggar Batik Umimay lebih menyukai promosi batik dengan menggunakan word of mouth promotion yang di rasa lebih murah dalam segi biaya dan lebih berdampak dalam segi penjualan.Para pembeli batik tulis yang notabene harganya lebih mahal dibandingkan batik printing memiliki pengelaman langsung memakai batik sebagai fashion kemudian membagikan informasi mengenai pengalamannya ke jaringan sosial seperti keluarga, teman dan lingkungan pekerjaan.
Peran Hubungan Masyarakat PT Jakarta Tourisindo (Perseroda) dalam Mempertahankan Citra Positif Valerie, Agatha Maria; Subekti, Priyo
Interaction Communication Studies Journal Vol. 2 No. 3 (2025): November
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/interaction.v2i3.5119

Abstract

Penelitian ini bertujuan untuk mengamati peran humas dalam mempertahankan citra positif perusahaan. Metode yang digunakan dalam penelitian ini adalah deskriptif kualitatif melalui observasi, wawancara, dan studi pustaka sebagai teknik pengumpulan data. Teknik analisis data yang digunakan dalam penelitian ini adalah metode perbandingan tetap (constant comparative method). Hasil pengamatan menunjukkan bahwa keempat peran humas telah dijalankan dengan baik, meskipun peran sebagai teknisi komunikasi merupakan yang lebih dominan. Divisi PR JXB terbukti berkontribusi menjaga citra positif perusahaan melalui berbagai strategi komunikasi. Saran yang diberikan meliputi penguatan peran strategis PR, penegasan batas kerja dengan unit usaha, serta peningkatan kapasitas tim.
Communicating Taboos as Conservation Discourse: An Ethnographic Study in Kampung Kuta Subekti, Priyo; Hafiar, Hanny; Wada, Ibrahim; Perbawasari, Susie
Mediator: Jurnal Komunikasi Vol. 18 No. 2 (2025): Mediator: Jurnal Komunikasi (Sinta 2)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mediator.v18i2.7179

Abstract

Modernization and tourism pose significant threats to traditional ecological knowledge in many indigenous communities. This study aims to analyze the communication, preservation, and adaptation of pamali, the customary norms that protect Leuweung Gede (the Forbidden Forest) in Kampung Kuta, West Java, amid social and cultural changes. This research utilized a communication ethnography framework and Dell Hymes's SPEAKING paradigm (Setting, Participants, Ends, Act sequence, Key, Instrumentalities, Norms, Genre). It was conducted through participant observation, in-depth interviews with traditional leaders and residents, and document analysis of customary rules and ecotourism policies. The findings indicate that pamali remains an effective mechanism for forest conservation; however, younger generations increasingly interpret it through ecological and scientific perspectives rather than mystical or magical ones.. This shift shows that traditional taboos can evolve to remain relevant in the modern world, even whenchallenged by technology and tourism. The research enhances both academic discourse and practical application by demonstrating that traditional communication serves not only as cultural heritage but also as an effective ecological and social strategy that promotes community sustainability.
Co-Authors Aang Koswara Aat Ruchiat Nugraha Akbar, Thoriq Nul Amri, Muhammad Aqil Asep Suryana Ashari, Muhammad Syahwal Atwar Bajari Aulia, Syahidatia Chairunissa Azzahrah, Sintya Sativa Dadang Sugiana Dedi Rumawan Erlandia Diah Fatma Sjoraida Diah Sri Rejeki Dian Wardiana Sjuchro Erlangga, Reky Satria Evi Novianti Fadillah, Kurnia Lucky Feliza Zubair FX. Ari Agung Prastowo Gratifia, Maghfira Prima Hanny Hafiar Heru Ryanto Budiana Iriana Bakti iwan koswara, iwan Jenny Ratna Suminar Kandi, Nabila Raihan Kholidil Amin Kokom Komariah Nugraha, Aat Pawit M Yusup Pawit M. Yusup, Pawit M. Renata Anisa Rohanda Rohanda, Rohanda Setiamihardja, Hafidz Ardis Setiani, Yanti Setyanto, Yugih Sholihat, Aulia Sofwan, Nabila Martagati Susie Perbawasari Suwandi Sumartias Syauqy Lukman Tine Silvana Rachmawati Tine Silvana, Tine Trie Damayanti Valerie, Agatha Maria Wada, Ibrahim Wahyana, Aditya Nur Yanti Setianti Yogaswara, Yogaswara