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All Journal International Conference on Law, Business and Governance (ICon-LBG) Jurnal English Education: Jurnal Tadris Bahasa Inggris KOM & REALITAS SOSIAL SOSIALITA International Multidiciplinary Conference on Social Sciences (IMCoSS) J-IKA : Jurnal Ilmu Komunikasi Fakultas Ilmu Komunikasi Universitas BSI Bandung JURNAL CEMERLANG: Pengabdian pada Masyarakat Communications JURNAL PERSPEKTIF PENDIDIKAN Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis Al Huwiyah: Journal of Woman and Children Studies Dedication: Jurnal Pengabdian Masyarakat Journal of Communication and Social Sciences Engagement: Jurnal Pengabdian Kepada Masyarakat INTERACTION Communication Studies Journal Kontekstual: Jurnal Ilmu Komunikasi CONVERSE Journal Communication Science International Journal of Education, Vocational and Social Science International Journal of Economics, Business and Innovation Research Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends Dynamics Social : International Journal of Social Sciences and Communication Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi J-IKA : Jurnal Ilmu Komunikasi Fakultas Ilmu Komunikasi Universitas BSI Bandung Jurnal ISO: Jurnal Ilmu Sosial, Politik dan Humaniora
Noning Verawati
Universitas Bandar Lampung
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Persuasive Communication Of The Ruang Pangan Community In Food Rescue Programs Rosa Destriani; Hanindyalaila Pienrasmi; Noning Verawati
Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis Vol 7, No 1 (2026): Social Sciences, Education and Humanities
Publisher : Universitas Dharmawangsa Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/ijsseh.v7i1.8170

Abstract

Food waste has become a serious environmental and social issue in Indonesia, encouraging the emergence of community-based initiatives focused on food rescue. This study was conducted to examine how persuasive communication is implemented by the Ruang Pangan community in the Food rescue program to build awareness and understanding among partners and beneficiaries. The research employed a qualitative descriptive approach. Data were collected through in-depth interviews with key informants, including founders, campaign teams, partners, and beneficiaries, as well as observation and documentation. The findings show that persuasive communication in the Food rescue program is carried out through a gradual and contextual process that emphasizes clarity of messages, audience-oriented language, and direct interaction. Communication with partners focuses on introducing the program’s concept, work mechanism, and social benefits, supported by the use of social media as an initial communication medium and followed by direct meetings to strengthen understanding and trust. Meanwhile, communication with beneficiaries is conducted through face-to-face interaction accompanied by simple educational messages that explain the purpose of food rescue, the origin of surplus food, and its environmental impact. As a result, beneficiaries do not merely receive food assistance but also gain awareness of the value of food and the importance of reducing food waste. Overall, the study concludes that persuasive communication plays a significant role in shaping shared understanding and meaningful participation in community-based food rescue initiatives, contributing to the development of communication studies in the context of social and environmental campaigns.
Bentuk Dukungan Keluarga dalam Mengatasi Delay Komunikasi pada Anak Down Syndrome di PIK POTADS Lampung Cika Adil Tavia; Budhi Waskito; Noning Verawati
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 6 No. 2 (2026): EduTIK : April 2026
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67142/edutik.v6i2.365

Abstract

Penelitian ini bertujuan mengidentifikasi bentuk-bentuk dukungan yang diberikan anggota keluarga dalam mengatasi keterlambatan komunikasi (delay) pada anak Down Syndrome serta kondisi yang membuat anak merasa nyaman dan aman dalam berkomunikasi. Pendekatan kualitatif dengan desaun studi kasus digunakan dalam penelitian ini. Data dikumpulkan melalui observasi lapangan, wawancara mendalam dan anlisis dokumentasi terhadap enam keluarga yang memiliki anak Down Syndrome berusia 4 hingga 9 tahun di PIK POTADS Lampung. Hasil penelitian menemukan lima dimensi dukungan keluarga, yaitu dukungan emosional, informasional, instrumental, penilaian dan sosial. Dukungan emosional dan informasional diberikan oleh seluruh informan (100%), menunjukkan bahwa menciptakan lingkungan yang penuh kasih saying sekaligus aktif mencari pengetahuan merupakan fondasi utama yang diterapkan seluruh keluarga. Penelitian juga mengodentifikasi empat kondisi yang membuat anak merasa nyaman berkomunikasi, yaitu suasana rumah yang tenang, interaksi tatap muka dengan ibu, rutinitas harian terstruktur dan penggunaan media visual. Temuan ini memberikan panduan praktisi bagi keluarga dan komunitas dalam mendampingi anak Down Syndrome secara lebih efektif dan suportif.
Makna Penetapan Harga Ubi Kayu dan Penetapannya Sebagai Fokus Utama Berita dengan Model Robert N. Entman Wayan Landre; Budhi Waskito; Noning Verawati
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 6 No. 3 (2026): EduTIK : Juni 2026
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67142/edutik.v6i3.379

Abstract

Penelitian ini berjudul "Analisis Framing Berita Penetapan Harga Ubi Kayu di Lampung dengan Model Robert N. Entman (Studi Kasus pada Media Kupastuntas.co)". Tujuan penelitian ini adalah untuk mengetahui bagaimana media lokal membingkai pemberitaan terkait penetapan harga ubi kayu yang terus mengalami fluktuasi dan berdampak pada kesejahteraan petani. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis framing model Robert N. Entman yang terdiri dari empat elemen utama: define problems, diagnose causes, make moral judgment, dan treatment recommendation. Data penelitian diperoleh melalui analisis terhadap 7 teks berita Kupastuntas.co periode 2023-2024, wawancara mendalam dengan 12 informan (redaksi, wartawan, dan petani), serta dokumentasi. Hasil penelitian menunjukkan bahwa Kupastuntas.co membingkai isu ini sebagai krisis keadilan ekonomi sistemik. Media mengidentifikasi praktik monopoli informasi dan rafaksi oleh pihak pabrik sebagai penyebab utama penderitaan petani, yang diperburuk oleh lemahnya pengawasan pemerintah. Secara moral, media mengambil posisi keberpihakan kepada petani dan merekomendasikan intervensi tegas dari Gubernur Lampung sebagai solusi. Framing ini terbukti efektif memengaruhi persepsi masyarakat, di mana para petani merasa aspirasinya terwakili dan muncul harapan baru terhadap perubahan kebijakan ekonomi di daerah.
Strategi Komunikasi Pemasaran dalam Mempertahankan Eksistensi Merek Pada Media Lokal di Era Digital: Studi Kasus pada Lampung Post Made Nindi Karenita Indiani; Wawan Hernawan; Noning Verawati
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 6 No. 3 (2026): EduTIK : Juni 2026
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67142/edutik.v6i3.431

Abstract

ABSTRAK Perkembangan teknologi digital telah mengubah secara signifikan pola konsumsi media masyarakat, menciptakan tekanan besar bagi media konvensional termasuk Lampung Post untuk tetap relevan di era digital. Penelitian ini bertujuan menganalisis strategi komunikasi pemasaran yang diterapkan Lampung Post dalam mempertahankan eksistensi mereknya. Menggunakan pendekatan kualitatif dengan metode studi kasus, data dikumpulkan melalui wawancara mendalam dengan delapan informan dari berbagai divisi Lampung Post, observasi, dan dokumentasi. Hasil penelitian menunjukkan adanya perubahan signifikan strategi komunikasi pemasaran dari era konvensional berbasis distribusi fisik dan pendekatan interpersonal menuju strategi multi-platform digital berbasis data. Upaya mempertahankan eksistensi merek dilakukan melalui diversifikasi platform digital, inovasi produk pemasaran, penguatan kredibilitas, dan pengembangan konten multimedia. Efektivitas strategi terlihat dari peningkatan engagement audiens dan kepercayaan klien, meskipun masih menghadapi tantangan pada aspek kualitas keterlibatan audiens dan integrasi strategi antar divisi. Penelitian ini menyimpulkan bahwa eksistensi merek di era digital tidak hanya ditentukan oleh kehadiran di berbagai platform, melainkan oleh efektivitas dan konsistensi strategi komunikasi pemasaran dalam membangun hubungan bermakna dengan audiens. ABSTRACT The rapid development of digital technology has significantly changed media consumption patterns, creating enormous pressure on conventional media including Lampung Post to remain relevant in the digital era. This study aims to analyze the marketing communication strategy implemented by Lampung Post in maintaining its brand existence. Using a qualitative approach with a case study method, data were collected through in-depth interviews with eight informants from various divisions of Lampung Post, observation, and documentation. The results indicate a significant shift in marketing communication strategy from a conventional era based on physical distribution and interpersonal approaches toward a data-driven, multi-platform digital strategy. Brand existence is maintained through digital platform diversification, marketing product innovation, credibility reinforcement, and multimedia content development. Strategy effectiveness is evidenced by increased audience engagement and client trust, although challenges remain regarding audience engagement quality and cross-divisional strategy integration. This study concludes that brand existence in the digital era is not solely determined by presence across multiple platforms, but by the effectiveness and consistency of marketing communication strategies in building meaningful relationships with audiences.
KOMUNIKASI INTERPERSONAL DALAM MENGINTERNALISASIKAN NILAI CATUR BHAKTI KEPADA SISWA PERSAUDARAAN SETIA HATI TERATE (Studi Kasus Pada Ranting Baradatu Cabang Waykanan) tri my indah; Noning Verawati; Budhi Waskito
KONTEKSTUAL : Jurnal Ilmu Komunikasi Vol 5, No 1 (2026)
Publisher : Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Bandar Lam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36448/jik.v5i1.5001

Abstract

Tri My Indah. Interpersonal Communication In Internalizing The Values Of Catur Bhakti To Students Of Persaudaraan Setia Hati Terate (Case Study at Baradatu Branch, Waykanan). Supervised by NONING VERAWATI, M.A             This study is motivated by the importance of instilling Catur Bhakti values in students of the Persaudaraan Setia Hati Terate (PSHT) Baradatu Branch (Way Kanan Chapter) as a means of character building amidst the decline in discipline, responsibility, and respect for moral values among adolescents. The study aims to examine the forms of interpersonal communication employed by trainers, the communication interaction process between trainers and students, and the design and planning of communication used to instill Catur Bhakti values. A qualitative approach using a case study method was adopted. Informants included the Branch Chairperson (key informant), trainers and students (primary informants), and parents (supporting informants), all selected via purposive sampling. Data were collected through interviews, observation, and documentation, then analyzed using the Miles and Huberman model, comprising data reduction, data display, and conclusion drawing. Data validity was verified through source and technique triangulation. The results indicate that trainers' interpersonal communication is characterized by openness, empathy, supportiveness, a positive attitude, equality, and active listening. Communication occurs as a two-way process within small groups (rayon), involving the delivery of advice, leading by example, dialogue, evaluation, motivation, and persuasive approaches tailored to individual student characteristics. The study also found that communication design was previously situational; consequently, the researcher formulated a more structured communication plan involving the development of Standard Operating Procedures (SOPs) for trainer communication, periodic evaluations, and strengthened collaboration with parents. It is concluded that open, persuasive, and planned interpersonal communication plays a crucial role in the successful internalization of Catur Bhakti values among PSHT students. Keywords: Catur Bhakti, Interpersonal Communication, Value Instillation, Persaudaraan, Case Study 
ANALYSIS OF THE CONTENT OF MORAL MESSAGES FOR CHILDREN IN THE FILM JUMBO. Talenta Dida; Budhi Waskito; Noning Verawati
Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis Vol 7, No 2 (2026): Social Sciences, Education and Humanities
Publisher : Universitas Dharmawangsa Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/ijsseh.v7i2.8722

Abstract

This study was conducted to analyze the moral messages conveyed to children through the animated film Jumbo, focusing on how moral values are represented through narrative structure, symbols, and visual elements. The research was motivated by the growing role of film as a mass communication medium that not only entertains but also educates and shapes children’s character. Although Jumbo presents themes such as friendship, courage, self-acceptance, empathy, and respect for differences, these values are often delivered implicitly, which may cause audiences, particularly children, to overlook or misinterpret the intended moral messages. Therefore, this research aims to identify the moral messages contained in the film and examine their suitability for child audiences. This study employed a qualitative approach using a descriptive content analysis method. Primary data were obtained through repeated observation of the film to identify significant scenes, dialogues, symbols, and visual representations related to moral values. Secondary data were collected from documentation, including film reviews, articles, and related supporting materials. In addition, informants from the Child Protection Division of DP3A Bandar Lampung City were involved to assess the alignment of the film’s moral messages with child-friendly content standards. The findings indicate that Jumbo contains strong moral messages related to friendship, anti-bullying, emotional resilience, self-acceptance, and spiritual values, which are conveyed through symbolic visuals and character development. The study concludes that Jumbo is suitable as a child-friendly film and has the potential to function as an effective medium for moral education, while also contributing to communication studies, particularly in the analysis of moral messages in audio-visual media.
Social Relations and the Meaning of Online Loan Applications (A Phenomenological Study in RT 05, Kelapa Tiga Permai Subdistrict, Bandar Lampung City) Taufik Farhansyah; Noning Verawati; Budhi Waskito
Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis Vol 6, No 3 (2025): Social Sciences, Education and Humanities
Publisher : Universitas Dharmawangsa Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/ijsseh.v6i3.7898

Abstract

This research explores the interpersonal communication experiences and social relationships formed through the use of online loan applications among residents of RT 05 Kelurahan Kelapa Tiga Permai, Bandar Lampung. The rapid growth of digital lending platforms, particularly in Lampung, has created new financial behaviors and communication patterns among users, especially in economically pressured communities. This study employs a qualitative method with a phenomenological approach to deeply understand how borrowers interpret and experience their interactions before, during, and after using online loans. Data were collected through in-depth interviews, observations, and documentation from selected informants, including key community figures, active borrowers, and individuals impacted by these financial practices. The findings reveal that online loans are not solely understood as financial tools but also as social phenomena embedded in daily interpersonal interactions. Social relationships play a critical role in shaping perceptions, building trust, and spreading both accurate and misleading information regarding the use of online loans. Peer influence, emotional support, and communal narratives significantly contribute to the decision-making process. Moreover, experiences shared among neighbors and family members often determine how the service is perceived either as a convenient solution or a trap with long-term consequences. The study concludes that online loan experiences are shaped not only by economic needs but also by cultural communication practices that construct meaning and influence behavior in a digitally connected society.
Pengalaman Komunikasi Orang Tua dalam Memilih SLB Pelita Kasih Bandar Lampung untuk Anak Disabilitas Birgitta Helencia Dinda Yuliani; M. Denu Poyo; Noning Verawati
CONVERSE Journal Communication Science Vol. 3 No. 1 (2026): July
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/converse.v3i1.6213

Abstract

Penelitian ini bertujuan untuk memahami pengalaman komunikasi orang tua dalam memilih SLB Pelita Kasih Bandar Lampung bagi anak disabilitas, serta mengidentifikasi bentuk komunikasi persuasif yang dilakukan pihak sekolah dalam meyakinkan orang tua. Penelitian ini dilatarbelakangi oleh pentingnya proses komunikasi dalam membantu orang tua memperoleh informasi, membangun keyakinan, dan mengambil keputusan mengenai pendidikan yang tepat bagi anak disabilitas. Penelitian menggunakan pendekatan kualitatif dengan paradigma konstruktivis dan metode fenomenologi. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi yang melibatkan empat orang tua sebagai informan kunci, satu kepala sekolah sebagai informan utama, dan tiga guru sebagai informan pendukung di SLB Pelita Kasih Bandar Lampung. Analisis data menggunakan model Miles dan Huberman yang mencakup reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa pengalaman komunikasi orang tua berlangsung melalui beberapa tahapan: kesadaran terhadap kondisi anak; komunikasi dengan lingkungan sosial dan tenaga profesional; komunikasi langsung dengan pihak sekolah; menghadapi berbagai hambatan komunikasi; dan memaknai pengalaman tersebut sebagai dasar pengambilan keputusan. Penelitian ini juga menemukan bahwa komunikasi persuasif SLB Pelita Kasih diwujudkan melalui penyampaian informasi program dan layanan sekolah, pendekatan personal yang empatik, pemanfaatan media komunikasi, dan pembuktian kualitas layanan melalui perkembangan nyata peserta didik. Keempat bentuk komunikasi ini saling melengkapi dalam membangun kepercayaan orang tua. Penelitian menyimpulkan bahwa pengalaman komunikasi dan komunikasi persuasif berperan krusial dalam membangun kepercayaan, mengurangi keraguan, dan mendukung proses pengambilan keputusan orang tua dalam menentukan pendidikan anak disabilitas.
Analisis Bentuk Kampanye Gerakan Memasyarakatkan Makan Ikan (GEMARIKAN) dalam Mendukung Program Makan Bergizi Gratis Gregorius Manuel Jaya Pardamean; Noning Verawati; Budhi Waskito
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 6 No. 4 (2026): EduTIK : Agustus 2026
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67142/edutik.v6i4.480

Abstract

ABSTRAK Program Gerakan Memasyarakatkan Makan Ikan (Gemarikan) merupakan salah satu program pemerintah yang bertujuan meningkatkan kesadaran masyarakat terhadap pentingnya konsumsi ikan sebagai sumber protein bergizi. Dalam pelaksanaannya, program Gemarikan memiliki keterkaitan dengan Program Makan Bergizi Gratis (MBG) yang berfokus pada peningkatan kualitas gizi masyarakat, khususnya anak usia sekolah. Penelitian ini bertujuan untuk menguraikan bentuk kampanye Gemarikan yang dilaksanakan oleh Dinas Kelautan dan Perikanan Provinsi Lampung dalam mendukung Program Makan Bergizi Gratis (MBG). Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara mendalam, observasi, dan dokumentasi. Informan penelitian dipilih secara purposive, yaitu pihak-pihak yang terlibat dalam pelaksanaan program Gemarikan. Analisis data menggunakan model Miles dan Huberman yang meliputi reduksi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa bentuk kampanye Gemarikan terdiri atas empat bentuk kampanye, yaitu edukasi publik, peristiwa khusus (special events), demonstrasi atau praktik langsung, dan mobilisasi sumber daya. Keempat bentuk kampanye tersebut dilaksanakan secara terpadu melalui kegiatan sosialisasi, Safari Gemarikan, Hari Ikan Nasional (Harkanas), Program Makanan Tambahan Anak Sekolah (PMT-AS), demonstrasi pengolahan ikan, serta kolaborasi dengan berbagai pemangku kepentingan. Temuan penelitian menunjukkan bahwa kampanye Gemarikan tidak hanya berfungsi sebagai sarana penyampaian informasi, tetapi juga meningkatkan keterlibatan masyarakat serta mendukung pemenuhan gizi melalui peningkatan konsumsi ikan dalam pelaksanaan Program Makan Bergizi Gratis. ABSTRACT The Gerakan Memasyarakatkan Makan Ikan (Gemarikan) program is a government initiative aimed at increasing public awareness of the importance of fish consumption as a nutritious source of protein. In its implementation, Gemarikan is closely related to the Free Nutritious Meal Program (MBG), which focuses on improving community nutritional quality, particularly among school-age children. This study aims to describe the forms of the Gemarikan campaign implemented by the Department of Marine Affairs and Fisheries of Lampung Province in supporting the Free Nutritious Meal Program (MBG). This study employed a descriptive qualitative approach. Data were collected through in-depth interviews, observation, and documentation. Informants were selected purposively based on their involvement in the implementation of the Gemarikan program. Data were analyzed using the Miles and Huberman interactive model, consisting of data reduction, data display, and conclusion drawing. The results indicate that the Gemarikan campaign consists of four forms of campaign activities, namely public education, special events, demonstrations or direct practices, and resource mobilization. These campaign forms were implemented through socialization activities, Safari Gemarikan, National Fish Day (Harkanas), the School Supplementary Feeding Program (PMT-AS), fish-processing demonstrations, and collaboration with various stakeholders. The findings reveal that the Gemarikan campaign not only functions as a medium for information dissemination but also enhances community participation and supports nutritional fulfillment through increased fish consumption in the implementation of the Free Nutritious Meal Program.
Efektivitas Pemanfaatan Pesan Sosial Berbasis Pemberdayaan Penyandang Disabilitas dalam Komunikasi Pemasaran Digital Batik Siger Adelia Dwi Safitri; Budhi Waskito; Noning Verawati
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 6 No. 4 (2026): EduTIK : Agustus 2026
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67142/edutik.v6i4.521

Abstract

ABSTRAK Penelitian ini bertujuan menganalisis efektivitas pesan sosial berbasis pemberdayaan penyandang disabilitas dan pesan komersial dalam komunikasi pemasaran digital terhadap perilaku konsumen UMKM Batik Siger. Latar belakang penelitian didasari oleh semakin meluasnya penggunaan media sosial sebagai platform pemasaran, namun kajian kuantitatif mengenai pengaruh pesan sosial berbasis isu disabilitas terhadap perilaku konsumen masih sangat terbatas. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner skala Likert 1–4 yang disebarkan kepada 175 responden (95 Instagram, 80 TikTok) menggunakan purposive sampling. Variabel independen terdiri dari pesan sosial (X1) dan pesan komersial (X2), sedangkan variabel dependen adalah perilaku konsumen (Y) yang mencakup minat beli dan keputusan pembelian. Analisis data menggunakan regresi linear sederhana dan regresi linear berganda dengan bantuan SPSS 27. Hasil penelitian menunjukkan bahwa pesan sosial berpengaruh positif dan signifikan terhadap perilaku konsumen (β=0,545; Sig.=0,000), begitu pula pesan komersial (β=0,591; Sig.=0,000). Secara simultan, kedua variabel menjelaskan 71% variasi perilaku konsumen (R²=0,710). Pesan komersial terbukti lebih dominan dibandingkan pesan sosial pada kedua platform. Indikator penawaran promosi (β=0,565) merupakan faktor pesan komersial paling berpengaruh, sementara daya tarik emosional (β=0,538) menjadi indikator pesan sosial terkuat, khususnya di TikTok. Implikasi penelitian ini mendukung strategi komunikasi pemasaran digital yang mengintegrasikan pesan komersial sebagai strategi utama dengan pesan sosial berbasis pemberdayaan disabilitas sebagai strategi pendukung untuk membangun citra positif dan kedekatan emosional dengan konsumen. ABSTRACT This study aims to analyze the effectiveness of social messages based on the empowerment of persons with disabilities and commercial messages in digital marketing communication on consumer behavior of UMKM Batik Siger. The study is motivated by the growing use of social media as a marketing platform, while quantitative research on the impact of disability-themed social messages on consumer behavior remains scarce. A quantitative approach using survey method was employed, with data collected through Likert 1–4 scale questionnaires distributed to 175 respondents (95 Instagram, 80 TikTok) using purposive sampling. Independent variables consist of social messages (X1) and commercial messages (X2), while the dependent variable is consumer behavior (Y) comprising purchase intention and purchase decision. Data were analyzed using simple and multiple linear regression with SPSS 27. Results indicate that social messages positively and significantly influence consumer behavior (β=0.545; Sig.=0.000), as do commercial messages (β=0.591; Sig.=0.000). Simultaneously, both variables explain 71% of consumer behavior variance (R²=0.710). Commercial messages prove more dominant than social messages on both platforms. The promotional offer indicator (β=0.565) is the most influential commercial message factor, while emotional appeal (β=0.538) is the strongest social message indicator, particularly on TikTok. The findings support an integrated digital marketing communication strategy that positions commercial messages as the primary strategy and disability-empowerment social messages as a supporting strategy to build a positive brand image and emotional closeness with consumers.
Co-Authors Ade Irma Pertiwi Adelia Dwi Safitri Agustina Zawitri Akasah Kurniawan Amalia, Nurfat ARDANSYAH, Ardansyah Arnes Yuli Vandika Birgitta Helencia Dinda Yuliani Budhi Waskito Budhi Waskito Cika Adil Tavia Damayanti Daniati, Rachma Desy Anggraini Dewa Putu Wipayana Kusuma Dini Ocktavia Dora Rinova Ezra Valentya Immanuel Fanny Maharani Ferina Aisah Fitriandini, Ragil Gregorius Manuel Jaya Pardamean Gusti Berly Bestari Hamada Nofita Putri Hanindyalaila Pienrasmi Helta Anggia Ida Farida Irwantoro Jepri Kurniawan, Dea M Fikri Akbar M. Denu Poyo Made Nindi Karenita Indiani Malik, MALIK Meira, Mentari Anggun Muhammad Aldi Satria Pratama Mutmainah Mutmainah Nabila, Hilla Cahya Nainggolan, Asnirut Naomika Nurhidayah, Indah Putri Ayu Fatmawati Putri Sugiati Ratu Chaterine Fajri Risya Audila Rosa Destriani Ryu Al-Ikhsan Nur Assyfa Salsabilla, Syaira Saputra, M.Hafiz Salas Setiawan, Adrian Pujangga Soewito Soewito Soewito Talenta Dida Talenta, Kiara Gramarechika Tania Putri Taufik Farhansyah Trenggono Pujo Sakti tri my indah Wawan Hernawan Wawan Hernawan Wayan Landre William Djunizar Wisnu, Laras Yolancia Abi Yulia Hesti Zawitri, Agustina