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All Journal Jurnal Ilmu Sosial dan Ilmu Politik (JISIP) Nomosleca Journal of Islamic World and Politics Reformasi : Jurnal Ilmiah Ilmu Sosial dan Ilmu Politik Avant Garde The Journal of Society and Media Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara Journal of Research on Business and Tourism Prosiding Seminar Nasional Pengabdian Kepada Masyarakat JAPI: Jurnal Akses Pengabdian Indonesia Jurnal Mediakita : Jurnal Komunikasi dan Penyiaran Islam The Sunan Ampel Review of Political and Social Sciences Jurnal Bincang Komunikasi Cakra Communico: Journal of Communication Science Journal of Communication Research
Latif Fianto
Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Tribhuwana Tunggadewi Malang
Religion Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Nursing Public Health Social Sciences Other

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Political Gimmicks on Social Media in the 2024 Indonesian Presidential Election Aminulloh, Akhirul; Ananda, Kun Sila; Anzari, Prawinda Putri; Fianto, Latif; Qorib, Fathul
The Journal of Society and Media Vol. 9 No. 1 (2025): Social Media Bridged the Gap
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jsm.v9n1.p74-96

Abstract

Political gimmicks have become a trendy yet controversial term in the 2024 presidential election contest. Instead of conveying the vision and mission of presidential candidates, political gimmicks only present and show skin packaging rather than substance. This research aims to reveal the practices of political gimmicks on social media in the 2024 Indonesian presidential election contestation using critical discourse analysis as a method. This method is used to reveal ideology and power relations from gimmicks that appear on social media. Data collection in this study used documentation techniques, in the form of data collection from social media X during the period December 2023 - February 2024. The study's findings demonstrate that the Republic of Indonesia's 2024 presidential and vice-presidential candidates' political communication efforts on social media X are mired in creating symbols disconnected from meaningful and substantial ideas. Drawing on Erving Goffman’s dramaturgical theory, this study frames political gimmicks as "front stage" performances designed to manipulate voter perceptions, obscuring substantive political agendas. Political communication for presidential candidates has shifted from addressing social issues and strengthening democracy to becoming manipulative tactics aimed at winning votes
Strategi Integrated Marketing Communication (IMC) Café Pupuk Bawang dalam Memperkuat Positioning Merek Widodo, Herru Prasetya; Rinata, Asfira Rachmat; Fianto, Latif; Ghofur, Mochamad Abdul
Jurnal Komunikasi Nusantara Vol 7 No 1 (2025)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v7i1.2487

Abstract

Integrated Marketing Communication (IMC) is crucial in the marketing world as it helps create a consistent and unified message for the audience. With IMC, companies can communicate their messages more effectively, through various mutually supporting channels, be it advertising, sales promotions, social media, public relations, and others. This study aims to determine the application of Integrated Marketing Communication (IMC) in strengthening the positioning of Café Pupuk Bawang in Batu City. The method used is a descriptive qualitative approach with data collection techniques in the form of observation, interviews, and documentation. The results of the study indicate that IMC is implemented through several aspects such as customer relations, direct promotions, social media, and strengthening brand image. Despite obstacles due to the Covid-19 pandemic, Café Pupuk Bawang was able to maintain its existence through consistent and integrated marketing communications. Pupuk Bawang Café needs to promote itself through various marketing communication activities summarized in Integrated Marketing Communication (IMC), as explained previously, namely the existence of marketing promotion activities in integrated elements, namely Relationships, Structures, Brands, Communication Tools, Messages, Employees, Technology, and Agencies in strengthening positioning. Pupuk Bawang Batu Cafe has performed its duties well, although not as well as possible due to the Covid-19 outbreak. Abstrak Integrated Marketing Communication (IMC) sangat penting dalam dunia pemasaran karena membantu menciptakan pesan yang konsisten dan terpadu untuk audiens. Dengan IMC, perusahaan dapat mengkomunikasikan pesan mereka secara lebih efektif, melalui berbagai saluran yang saling mendukung, baik itu iklan, promosi penjualan, media sosial, public relations, dan lainnya. Penelitian ini bertujuan untuk mengetahui penerapan Integrated Marketing Communication (IMC) dalam memperkuat positioning Café Pupuk Bawang di Kota Batu. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa observasi, wawancara, dan dokumentasi. Hasil penelitian menunjukkan bahwa IMC dijalankan melalui beberapa aspek seperti hubungan pelanggan, promosi langsung, media sosial, dan penguatan citra merek. Meski terdapat kendala akibat pandemi Covid-19, Café Pupuk Bawang mampu mempertahankan eksistensinya melalui komunikasi pemasaran yang konsisten dan terintegrasi. Pupuk Bawang Café perlu mempromosikan diri melalui berbagai kegiatan komunikasi pemasaran yang terangkum dalam Integrated Marketing Communication (IMC), seperti pada penjelasan sebelumnya yaitu adanya kegiatan promosi pemasaran pada elemen yang terintegrasi yaitu Relationships, Structures, Brands, Communication Tools, Pesan, Karyawan, Teknologi, dan Instansi dalam memperkuat positioning. Kafe Pupuk Bawang Batu telah menjalankan tugasnya dengan baik, meski tidak sebaik mungkin karena wabah Covid-19.
Strategi Integrated Marketing Communication (IMC) Café Pupuk Bawang dalam Memperkuat Positioning Merek Widodo, Herru Prasetya; Rinata, Asfira Rachmat; Fianto, Latif; Ghofur, Mochamad Abdul
Jurnal Komunikasi Nusantara Vol 7 No 1 (2025)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v7i1.2487

Abstract

Integrated Marketing Communication (IMC) is crucial in the marketing world as it helps create a consistent and unified message for the audience. With IMC, companies can communicate their messages more effectively, through various mutually supporting channels, be it advertising, sales promotions, social media, public relations, and others. This study aims to determine the application of Integrated Marketing Communication (IMC) in strengthening the positioning of Café Pupuk Bawang in Batu City. The method used is a descriptive qualitative approach with data collection techniques in the form of observation, interviews, and documentation. The results of the study indicate that IMC is implemented through several aspects such as customer relations, direct promotions, social media, and strengthening brand image. Despite obstacles due to the Covid-19 pandemic, Café Pupuk Bawang was able to maintain its existence through consistent and integrated marketing communications. Pupuk Bawang Café needs to promote itself through various marketing communication activities summarized in Integrated Marketing Communication (IMC), as explained previously, namely the existence of marketing promotion activities in integrated elements, namely Relationships, Structures, Brands, Communication Tools, Messages, Employees, Technology, and Agencies in strengthening positioning. Pupuk Bawang Batu Cafe has performed its duties well, although not as well as possible due to the Covid-19 outbreak. Abstrak Integrated Marketing Communication (IMC) sangat penting dalam dunia pemasaran karena membantu menciptakan pesan yang konsisten dan terpadu untuk audiens. Dengan IMC, perusahaan dapat mengkomunikasikan pesan mereka secara lebih efektif, melalui berbagai saluran yang saling mendukung, baik itu iklan, promosi penjualan, media sosial, public relations, dan lainnya. Penelitian ini bertujuan untuk mengetahui penerapan Integrated Marketing Communication (IMC) dalam memperkuat positioning Café Pupuk Bawang di Kota Batu. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa observasi, wawancara, dan dokumentasi. Hasil penelitian menunjukkan bahwa IMC dijalankan melalui beberapa aspek seperti hubungan pelanggan, promosi langsung, media sosial, dan penguatan citra merek. Meski terdapat kendala akibat pandemi Covid-19, Café Pupuk Bawang mampu mempertahankan eksistensinya melalui komunikasi pemasaran yang konsisten dan terintegrasi. Pupuk Bawang Café perlu mempromosikan diri melalui berbagai kegiatan komunikasi pemasaran yang terangkum dalam Integrated Marketing Communication (IMC), seperti pada penjelasan sebelumnya yaitu adanya kegiatan promosi pemasaran pada elemen yang terintegrasi yaitu Relationships, Structures, Brands, Communication Tools, Pesan, Karyawan, Teknologi, dan Instansi dalam memperkuat positioning. Kafe Pupuk Bawang Batu telah menjalankan tugasnya dengan baik, meski tidak sebaik mungkin karena wabah Covid-19.
Optimalisasi Kegiatan Edukasi Alam Melalui Pengembangan P-WEC Plant Locator bagi Pengunjung Kawasan Konservasi P-WEC Aldya, Riantina Fitra; Arifendi, Rio Febrianto; Fianto, latif
JAPI (Jurnal Akses Pengabdian Indonesia) Vol 8, No 3 (2023)
Publisher : Universitas Tribhuwana Tunggadewi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/japi.v8i3.5474

Abstract

P-WEC (Petungsewu Wildlife Education Center) merupakan kawasan konservasi di Kabupaten Malang yang digunakan sebagai pusat studi untuk pendidikan informal tentang konservasi alam dan kehidupan liar (wildlife), namun pelaksanaan kegiatan Edukasi Alam yang ditawarkan masih belum optimal dikarenakan pelaksanaannya hanya dilakukan di area tertentu dan dilakukan dengan menyajikan tumbuhan secara langsung sehingga eksplorasi tidak dilakukan secara luas, maka untuk meningkatkan kegiatan tersebut dikembangkanlah P-WEC Plant Locator berbasis android dengan menerapkan konsep Digital Learning Ecosystem, yaitu dengan mengintegrasikan teknologi dan konteks pembelajaran dengan pengguna dalam suatu lingkungan, sehingga eksplorasi lokasi pohon dan tumbuhan liar yang ada di kawasan tersebut dapat dilakukan secara mandiri dengan mengakses pencarian denah lokasi tumbuhan yang ada di aplikasi P-WEC Plant Locator. Pelaksanaan kegiatan pengabdian ini meliputi dua tahap yaitu tahap pengembangan produk dengan model ADDIE dan tahap pendampingan penerapan produk melalui kegiatan focus group discussion (FGD). Diperoleh hasil bahwa pengembangan aplikasi P-WEC Plant Locator mampu mengoptimalkan kegiatan eksplorasi tumbuhan liar dengan memberikan peningkatan kualitas layanan dalam kegiatan Edukasi Alam yang ditawarkan kepada pengunjung Kawasan konservasi P-WEC, dimana pengunjung dapat mengakses aplikasi ini melalui android masing-masing dan dapat melakukan eksplorasi secara menyeluruh untuk meningkatkan pengalaman belajarnya secara mandiri. 
Penguatan Brand Kampung Wisata Keramik Dinoyo, Kota Malang Melalui Company Profile Video Qorib, Fathul; Fianto, Latif
JAPI (Jurnal Akses Pengabdian Indonesia) Vol 8, No 1 (2023)
Publisher : Universitas Tribhuwana Tunggadewi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/japi.v8i1.4976

Abstract

Kampung tematik saat ini telah menjadi salah satu destinasi unggulan di wilayah Kota Malang. Salah satu kampung tematik yang telah lama berdiri adalah Kampung Wisata Keramik Dinoyo. Namun kampung ini belum mampu mengungguli kampung wisata lainnya yang lebih baru. Karena itu, dibutuhkan branding melalui pembuatan video company profile agar dapat disebarkan melalui berbagai media sosial. Metode pelaksanaan pengabdian ini dimulai dari survei dan pemetaan masalah yang ada di Kampung Keramik, melakukan diskusi dan wawancara dengan Ketua Paguyupan Wisata Kampung Keramik, lalu diputuskan pembuatan video profil. Pra produksi video profil melalui pembuatan script dan story board, casting, penyiapan talent dan aktor. Tahap produksi dilakukan selama satu bulan untuk memperoleh gambar yang menarik. Tahap terakhir adalah pasca produksi yaitu pembuatan profil menggunakan aplikasi Kine Master Pro. Video profil kemudian disebarkan melalui media sosial yang dimiliki oleh Pemerintah Desa Dinoyo, serta paguyupan yang ada di Kampung Keramik.
Maintaining Online Media Amidst the Aggressive Determinism of Social Media Fianto, Latif; Ghofur, M. Abdul; Fauzuna, Hafidlatul; Kusufa, Fendiyatmi
Mediakita Vol. 8 No. 1 (2024): Jurnal Mediakita : Jurnal Komunikasi dan Penyiaran Islam
Publisher : Fakultas Usluhuddin dan Dakwah UIN Syekh Wasil Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30762/mediakita.v8i1.1532

Abstract

Online media is the new face of the existence of mass media, which enjoyed its heyday as a medium of information for society. However, this heyday did not last long, because social media is not only a threat but has also shifted the position of mass media as an information medium. This research aims to determine the extent of efforts made by online media to maintain its existence amidst the aggressive determinism of social media. This research was carried out using a qualitative approach with the method used being a case study. The research was conducted on the online media Jatimtimes.com and Tugumalang.id. The research results show that Jatimtimes.com specifically targets young people as an audience segmentation because young people are very familiar with and cannot even be separated from the existence of technology and social media. This encourages Jatimtimes.com to present news that suits the needs of young people as their main audience. Meanwhile, Tugumalang.id places more emphasis on writing news straightforwardly and clearly as it should be presented in writing journalistic works. Writing news in straightforward and clear language will be easier for readers to understand.
Pengaruh Brand Ambassador Terhadap Brand Awareness Aplikasi Ajaib di Media Sosial Instagram Putra, Aditya Eka; Fianto, Latif; Chun, Nasya Xaverie Liem Wie
Jurnal Komunikasi Nusantara Vol 6 No 1 (2024)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v6i1.527

Abstract

The phenomenon of the Korean Wave in Indonesia has led to various Indonesian companies to make South Korean artists as their brand ambassadors. One of these companies is PT Ajaib Group, which has chosen Lisa Blackpink as its brand ambassador. This research aims to analyze the influence of using Lisa Blackpink in marketing content towards Ajaib Application’s brand awareness on @Reaction_Blackpink’s Instagram followers. This study is a quantitative research with an associative approach. The sampling technique used is non-probability sampling, specifically purposive sampling. This study collected data by distributing an online questionnaire to 158 respondents who are fans of Lisa Blackpink, are aware of the Ajaib application, and know that Lisa Blackpink is the brand ambassador of Ajaib Application. The research analysis method SEM-PLS using SmartPLS. In this study, it is found that there is a positive and significant influence of marketing communication content on Instagram using Lisa Blackpink towards Ajaib Application’s brand awareness among the Instagram followers of @Reaction_Blackpink. The magnitude of the influence of marketing communication content on Instagram using Lisa Blackpink towards Ajaib Application’s brand awareness among the Instagram followers of @Reaction_Blackpink is 0.543. Abstrak Fenomena Korean Wave di Indonesia membuat berbagai perusahaan Indonesia menjadikan artis Korea Selatan sebagai brand ambassador perusahaannya, salah satunya adalah PT Ajaib Group yang menjadikan Lisa Blackpink seagai brand ambassador. Penelitian ini bertujuan untuk menganalisis pengaruh dan seberapa besar pengaruh penggunaan Lisa Blackpink dalam konten pemasaran terhadap brand awareness Aplikasi Ajaib pada followers Instagram @Reaction_Blackpink. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan asosiatif. Teknik penarikan sampel yaitu non-probability sampling, purposive sampling. Penelitian ini mengumpulkan data dengan menyebarkan kuesioner secara online kepada 158 responden yang merupakan penggemar Lisa Blackpink, mengetahui aplikasi Ajaib, dan mengetahui bahwa Lisa Blackpink merupakan brand ambassador dari aplikasi Ajaib. Metode analisis penelitian ini adalah SEM-PLS menggunakan SmartPLS. Penelitian mendapatkan hasil bahwa terdapat pengaruh yang positif dan signifikan antara konten komunikasi pemasaran pada Instagram menggunakan Lisa Blackpink terhadap brand awareness Aplikasi Ajaib pada pengikut Instagram @Reaction_Blackpink. Besar pengaruh konten komunikasi pemasaran pada Instagram menggunakan Lisa Blackpink terhadap brand awareness Aplikasi Ajaib pada pengikut Instagram @Reaction_Blackpink adalah sebesar 0.543.
Pengaruh Brand Ambassador Terhadap Brand Awareness Aplikasi Ajaib di Media Sosial Instagram Putra, Aditya Eka; Fianto, Latif; Chun, Nasya Xaverie Liem Wie
Jurnal Komunikasi Nusantara Vol 6 No 1 (2024)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v6i1.527

Abstract

The phenomenon of the Korean Wave in Indonesia has led to various Indonesian companies to make South Korean artists as their brand ambassadors. One of these companies is PT Ajaib Group, which has chosen Lisa Blackpink as its brand ambassador. This research aims to analyze the influence of using Lisa Blackpink in marketing content towards Ajaib Application’s brand awareness on @Reaction_Blackpink’s Instagram followers. This study is a quantitative research with an associative approach. The sampling technique used is non-probability sampling, specifically purposive sampling. This study collected data by distributing an online questionnaire to 158 respondents who are fans of Lisa Blackpink, are aware of the Ajaib application, and know that Lisa Blackpink is the brand ambassador of Ajaib Application. The research analysis method SEM-PLS using SmartPLS. In this study, it is found that there is a positive and significant influence of marketing communication content on Instagram using Lisa Blackpink towards Ajaib Application’s brand awareness among the Instagram followers of @Reaction_Blackpink. The magnitude of the influence of marketing communication content on Instagram using Lisa Blackpink towards Ajaib Application’s brand awareness among the Instagram followers of @Reaction_Blackpink is 0.543. Abstrak Fenomena Korean Wave di Indonesia membuat berbagai perusahaan Indonesia menjadikan artis Korea Selatan sebagai brand ambassador perusahaannya, salah satunya adalah PT Ajaib Group yang menjadikan Lisa Blackpink seagai brand ambassador. Penelitian ini bertujuan untuk menganalisis pengaruh dan seberapa besar pengaruh penggunaan Lisa Blackpink dalam konten pemasaran terhadap brand awareness Aplikasi Ajaib pada followers Instagram @Reaction_Blackpink. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan asosiatif. Teknik penarikan sampel yaitu non-probability sampling, purposive sampling. Penelitian ini mengumpulkan data dengan menyebarkan kuesioner secara online kepada 158 responden yang merupakan penggemar Lisa Blackpink, mengetahui aplikasi Ajaib, dan mengetahui bahwa Lisa Blackpink merupakan brand ambassador dari aplikasi Ajaib. Metode analisis penelitian ini adalah SEM-PLS menggunakan SmartPLS. Penelitian mendapatkan hasil bahwa terdapat pengaruh yang positif dan signifikan antara konten komunikasi pemasaran pada Instagram menggunakan Lisa Blackpink terhadap brand awareness Aplikasi Ajaib pada pengikut Instagram @Reaction_Blackpink. Besar pengaruh konten komunikasi pemasaran pada Instagram menggunakan Lisa Blackpink terhadap brand awareness Aplikasi Ajaib pada pengikut Instagram @Reaction_Blackpink adalah sebesar 0.543.
WACANA DAN CITRA POLITIK KANDIDAT PRESIDEN 2024 DI MEDIA SOSIAL Aminulloh, Akhirul; Fianto, Latif
Jurnal Ilmu Sosial dan Ilmu Politik (JISIP) Vol 12, No 3 (2023)
Publisher : Universitas Tribhuwana Tungga Dewi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jisip.v12i3.2837

Abstract

The 2024 presidential election is still one year away. However, the clamor about who the presidential candidate or candidate is is already busy on social media. Social media has become a venue for discourse battles between presidential candidates in influencing public opinion. This study aims to analyze the political discourse and image of the 2024 presidential candidates on social media. This research uses the critical discourse analysis method from Faiclough. This method is used to reveal the ideology and power relations behind a discourse on social media. This research was conducted on the social media Twitter with a focus on the issue of Indonesia's cancellation as host of the U20 World Cup by FIFA and its impact on the political image of the 2024 presidential candidates. Data was taken with the help of NodeXL software to describe conversations about the issue that is the focus of this research. Data collection was carried out using documentation techniques in the form of tweets on the Twitter platform during the period 21-28 March 2023 and literature study. The results of this research show that the issue of the Israeli National Team's arrival in Indonesia for the U20 World Cup has become a battle for political discourse on social media influencing public opinion. This discourse became very political when it gave rise to debate which ended in support and rejection of the arrival of the Israeli National Team. This happens because support or rejection of this issue can be linked to the popularity and electability of political figures who will run as presidential candidates in the political contestation approaching 2024. However, the discourse of rejection of the arrival of the Israeli National Team has influenced the electability of the three presidential candidatesPemilihan presiden tahun 2024 masih satu tahun lagi. Namun, riuh gemuruh siapa calon atau kandidat presidennya sudah ramai di media sosial. Media social menjadi ajang pertarungan wacana antar kandidat presiden dalam mempengaruhi opini public. Studi ini bertujuan untuk menganalisis wacana dan citra politik kandidat presiden 2024 di media sosial. Penelitian ini menggunakan metode critical discourse analysis dari Faiclough. Metode ini digunakan untuk mengungkap ideologi dan relasi kuasa dibalik sebuah wacana di media social. Penelitian ini dilakukan pada media social Twitter dengan fokus pada isu pembatalan Indonesia sebagai tuan rumah piala dunia U20 oleh FIFA dan pengaruhnya terhadap citra politik kandidat presiden 2024. Data diambil dengan bantuan software NodeXL untuk menggambarkan percakapan tentang isu yang menjadi focus dalam penelitian ini. Pengumpulan data dilakukan dengan teknik dokumentasi berupa twit di platform Twitter selama periode 21-28 Maret 2023 dan studi pustaka. Hasil penelitian ini menunjukkan bahwa isu kedatangan Timnas Israel di Indonesia dalam rangka Piala Dunia U20 telah menjadi pertarungan wacana politik di media sosial memengaruhi opini publik. Wacana ini menjadi sangat politik ketika menimbulkan perdebatan yang berujung pada dukungan dan penolakan terhadap kedatangan Timnas Israel. Hal ini terjadi karena dukungan maupun penolakan isu ini bisa dikaitkan dengan popularitas dan elektabilitas tokoh politik yang akan maju menjadi calon presiden dalam kontestasi politik menjelang 2024. Walau bagaimana pun, wacana penolakan terhadap kedatangan Timnas Israel telah memengaruhi elektabilitas ketiga calon presiden tersebut
Marketing Communication Strategy in Peer-to-Peer Lending for Indodana Online Loan Services to Appeal to Millennial Customers Putra, Aditya Eka; Husada, Safaruddin; Fianto, Latif
Journal of Research on Business and Tourism Vol. 4 No. 1 (2024): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104004120243

Abstract

The impact of the internet on financial technology, or fintech, is evident in the marketing of various goods, particularly online loans through peer-to-peer lending platforms. Indodana, by leveraging advancements in information technology, has actively developed a marketing communication strategy to appeal to the millennial generation. This research employs qualitative methods to evaluate the marketing communication strategy applied to Indodana's online loan products, focusing on how the company develops and implements this strategy to attract millennial customers. Information was collected through interviews, observations, literature reviews, and online searches involving informants, including members of the marketing team, online loan clients, and potential customers. Utilizing a seven-stage marketing communication approach, encompassing goal setting, objective establishment, message content creation, media selection, development of the promotional mix, budgeting, and evaluation, the study found that Indodana's marketing communication strategy is highly advantageous. The use of innovative information technology and online media channels effectively attracts customers and potential clients with clear and appealing content. Furthermore, addressing the uneven access to information technology is crucial to ensuring the continued accessibility of offline services.  
Co-Authors Aditya Eka Putra Aditya Eka Putra, Aditya Eka Akhirul Aminulloh Aldya, Riantina Fitra Ananda, Kun Sila Anzari, Prawinda Putri Askiyanto, Mohammad Bele, Yulia Melci Chun, Nasya Xaverie Liem Wie Doho, Yohannes Don Bosco Elang Bhaskoro Adi Emei Dwinanarhati Setiamandani Fathul Qorib Fauzuna, Hafidlatul Fendiyatmi Kusufa Galuh Ayu Savitri Ghofur, M. Abdul Herru Prasetya Widodo, Herru I Gusti Bagus Wiksuana Kusufa, Fendiyatmi Laksono Trisnantoro Mansur, Suraya Martiniana Pasrin Masykur, Lisa Dhuhaniyati MOCHAMAD Abdul Ghofur, MOCHAMAD Abdul Mochammad Abdul Ghofur Moh Kholid Myrtati Dyah Artaria Purwatiningsih, Annisa Redi Panuju Riantina Fitra Aldya Rinata, Asfira Rachmad Rinata, Asfira Rachmat Rio Febrianto Arifendi, Rio Febrianto Rio Febrianto, Rio Safaruddin Husada Sembiring, Yosua Tony S Soekrani Yosephina Anchieta Barru Yuliana Moni