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All Journal Al Tijarah Dakwatuna: Jurnal Dakwah dan Komunikasi Islam Jurnal Spektrum Komunikasi DIGICOM : Jurnal Komunikasi dan Media
Yuga Adi Kusuma
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Marketing Communication Strategy of "Persebaya Fourth Jersey 2024" Through Instagram @persebayastore Ahmad Khoirul Hakim; Arfiyansyah; Salahudin Al Afgan; Yuga Adi Kusuma
DIGICOM : Jurnal Komunikasi dan Media Vol. 5 No. 3 (2025): Edisi Juli 2025 [on progress]
Publisher : LPPM Stikosa-AWS

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Abstract

This study aims to analyze the marketing communication strategy implemented by Persebaya Store in promoting the "Fourth Jersey 2024" through the Instagram account @persebayastore. The research employs a descriptive qualitative method, with data collected through interviews and observations. The findings reveal that the marketing strategy includes optimizing Instagram features such as Stories, Reels, Carousel, and collaborations with influencers. This strategy successfully achieves three stages of consumer transformation: changes in knowledge, attitude, and behavior. The study contributes to the understanding of social media integration in marketing communication, particularly in the sports merchandise industry.
The Transformation of Heritage Tourism Marketing through TikTok A Study of Gen Z’s Interest in Surabaya’s Old Town Mochammad Arkansyah; Anita Agustina Wulandari; Yuga Adi Kusuma; Arfiyansyah
Jurnal Spektrum Komunikasi Vol 13 No 2 (2025): Jurnal Spektrum Komunikasi : June 2025
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v13i2.1119

Abstract

This study aims to describe how the transformation of heritage tourism marketing strategies is carried out through the TikTok platform, and how it influences the travel interest of Generation Z visitors to the Kota Tua Surabaya destination. Using a descriptive qualitative approach, this research observes TikTok content promoting Kota Tua Surabaya, conducts interviews with content creators and local tourism stakeholders, and gathers insights from Gen Z TikTok users through in-depth interviews. The findings indicate that TikTok, as a short-video-based social media platform, provides strong visual and emotional appeal, particularly through the use of trending music, storytelling narratives, and cinematic visuals. Authentic, interactive, and relatable content has proven to be more effective in increasing awareness and interest among Gen Z. The transformation of heritage tourism marketing through TikTok not only expands promotional reach but also helps shape a modern and digitally relevant image of the destination.
Strategi Bauran Pemasaran Non-Konvensional Brainrot dan Anti-Trend dalam Iklan Kitabisa.com Kusuma, Yuga Adi; Indinabila, Yunita; Christijanto, Eddy
Jurnal Spektrum Komunikasi Vol 13 No 4 (2025): Jurnal Spektrum Komunikasi : December 2025
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v13i4.1069

Abstract

Amidst audience saturation with digital advertising that is too neat and conventional, a new approach has emerged known as brainrot content and anti-trend, namely a communication strategy that utilizes absurd visuals, hyperbolic humor, and low-budget aesthetics. This study aims to analyze Kitabisa.com's communication strategy in its viral zakat campaign through a social media approach.brain rot, as well as in-depth analysis through Charles Sanders Peirce's semiotics to examine the elements sign, object, and interpreter in advertising content. Furthermore, the campaign was also read through the marketing mix (8P) framework to assess the extent to which this strategy deviates from or transforms traditional marketing norms. The analysis shows that Kitabisa.com strategically packaged religious messages in a fun parody format that resonates with youth digital culture. This strategy successfully generated high engagement on social media, reduced the audience's psychological distance from the issue of zakat, and organically expanded the promotional reach. This campaign demonstrates that absurd humor and unconventional visual communication can be an effective approach in values-based philanthropic digital marketing.
Co-Authors Ahmad Khoirul Hakim Anita Agustina Wulandari Arfiyansyah Christijanto, Eddy E.Rizky Wulandari Mochammad Arkansyah Paskalis Dio Salahudin Al Afgan Yunita Indinabila