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All Journal KAREBA : Jurnal Ilmu Komunikasi Baileo: Jurnal Sosial Humaniora Jurnal Ilmu Komunikasi Pattimura Populis: Jurnal Ilmu Sosial dan Ilmu Politik
Said Lestaluhu, Said
Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Pattimura
Religion Humanities Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Pendidikan Politik Digital dan Tradisional: Dinamika Peran Pemuda dalam Demokrasi Lokal di Indonesia Solissa, Friskila; Lestaluhu, Said
Populis: Jurnal Ilmu Sosial dan Ilmu Politik Vol 19 No 1 (2024): November 2024
Publisher : Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/populis.19.1.16-30

Abstract

This study explores the role of youth in digital and traditional political education within Indonesia’s local democratic context, focusing on first-time voters in Waemulang Village, South Buru Regency. It aims to examine how young community leaders contribute to political awareness through adaptive communication strategies that address both technological developments and local needs. Using a qualitative case study approach, data were collected via in-depth interviews, participatory observation, and document analysis. The findings reveal that youth play a vital role in educating novice voters, acting not only as information disseminators but also as facilitators of political dialogue and engagement. Their active involvement significantly enhances political awareness among young citizens. Challenges remain, including low digital literacy and limited political interest. However, digital platforms and social media offer strategic opportunities for developing inclusive, interactive political education models. The novelty of this study lies in combining digital and traditional methods of political communication by rural youth—an area seldom explored in Indonesian contexts. The study recommends strengthening youth capacity as agents of social change through community-based political education and digital integration to foster participatory democracy at the grassroots. These insights contribute to social sciences and humanities discourse, particularly in understanding localized political engagement.
Membangun Identitas Lokal: Strategi Komunikasi Pemasaran dan Pembentukan Citra Merek Kedai Kopi’ah di Indonesia Armidya, Sheftyan Dwi; Lestaluhu, Said
Populis: Jurnal Ilmu Sosial dan Ilmu Politik Vol 19 No 2 (2025): Mei 2025
Publisher : Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/populis.19.2.155-169

Abstract

This study aims to examine the strategic marketing communication employed in building local identity and brand image at Kedai Kopi’ah in Eastern Indonesia, specifically in Ambon City, Maluku. The main focus is on how Kedai Kopi’ah designs and implements effective communication approaches to strengthen consumer attachment to local values while differentiating itself from competitors in an increasingly competitive coffee shop industry. A descriptive qualitative method was utilized, incorporating field observations, in-depth interviews with management and customers, and documentation of marketing activities. The findings reveal that Kedai Kopi’ah successfully established its brand image through the stages of the AIDA (Attention, Interest, Desire, Action) communication model. The process begins by capturing consumer attention through local symbols, followed by fostering interest and desire via cultural narratives, and culminating in actions such as customer visits and loyalty. These findings suggest that integrating local values into marketing communication strategies not only enhances brand identity but also improves the competitiveness of local businesses. The novelty of this research lies in its exploration of local wisdom-based marketing approaches as a strategic instrument for brand image development in Eastern Indonesia, a region that has been underrepresented in marketing studies. This study recommends further development of culturally grounded marketing communication models as a significant contribution to the advancement of social sciences and humanities, particularly within marketing and cultural communication studies.
Konstruksi Visibilitas dalam Ekonomi Kreatif Pinggiran: Tinjauan Komunikasi atas Batik Kei di Kepulauan Kei Ongirwalu, Maria Nathasya; Lestaluhu, Said
Populis: Jurnal Ilmu Sosial dan Ilmu Politik Vol 17 No 1 (2022): November 2022
Publisher : Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/populis.17.1.1-16

Abstract

This article examines the construction of visibility within peripheral creative economies through a case study of Batik Kei in the Kei Islands, Southeast Maluku. The study aims to understand how local creative actors establish cultural and economic presence through communicative strategies that are adaptive to social structures, geographic constraints, and local cultural values. Employing a descriptive qualitative approach, data were collected via in-depth interviews with the business owners of D.E Batik Kei, marketing personnel, employees, local government representatives, and consumers. Findings reveal that although the enterprise has implemented integrated marketing communication principles—including direct marketing, sales promotion, personal selling, public relations, and advertising—the strategies remain suboptimal. Limited human resources and low media engagement hinder consistent visibility and restrict broader market penetration. This study contributes to the sociology of communication by reframing visibility as a product of symbolic negotiation rather than mere promotional activity. It advocates for culturally grounded communication strategies and stronger engagement with local actors to strengthen peripheral creative economies as integral components of the national economic ecosystem. As such, the study offers both conceptual and practical insights at the intersection of communication, local culture, and creative industries.
Strategi Komunikasi Pemasaran Digital Toko “Parfum Sadap” dalam Meningkatkan Penjualan Di Kota Ambon Fitri, Fitri; Lestaluhu, Said
Jurnal Ilmu Komunikasi Pattimura Vol 4 No 2 (2025): Jurnal Ilmu Komunikasi Pattimura
Publisher : Department of Communication Science, University of Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/JIKPvol4iss2pp186-202

Abstract

UMKM parfum isi ulang memerlukan strategi digital berbasis identitas untuk menjawab perubahan pola konsumsi, di tengah dominasi merek global, sementara literatur dan model analisis perilaku digital masih terbatas. Penelitian ini bertujuan untuk mengkaji strategi komunikasi digital Parfum Sadap melalui pendekatan model AISAS (Attention-Interest-Search-Action-Share), guna memahami efektivitas promosi di media sosial dalam membangun brand awareness, menjalin relasi dengan konsumen, serta mendorong penjualan. Penelitian ini menggunakan metode deskriptif kualitatif dengan lokasi penelitian di Toko Parfum Sadap, Kota Ambon. Pengumpulan data dilakukan melalui observasi, wawancara, dan dokumentasi untuk menggambarkan secara mendalam praktik promosi yang diterapkan. Hasil penelitian menunjukkan bahwa media sosial memainkan peran sentral dalam setiap tahapan AISAS. Perhatian dan minat konsumen dibangun melalui konten visual dan testimoni pengguna, sementara pencarian informasi didominasi oleh aktivitas di media sosial. Keputusan pembelian dipengaruhi oleh kemudahan transaksi dan pelayanan yang cepat, sedangkan pengalaman positif mendorong konsumen untuk membagikan pengalaman, baik melalui unggahan digital maupun secara lisan. Strategi ini menciptakan efek viral dan membangun loyalitas konsumen. Temuan ini memberikan kontribusi praktis bagi pelaku usaha lokal untuk mengoptimalkan komunikasi pemasaran digital. Disarankan agar Parfum Sadap terus memperkuat konten, layanan pelanggan, dan mendorong partisipasi konsumen secara aktif sebagai bagian dari strategi promosi berkelanjutan.
Co-Authors Alfiani, Devi Armidya, Sheftyan Dwi Fitri Fitri Hijrah Hijrah Husein, Muhammad Iqbal La Jaali, La Maba, Rahmat Alamin Maharani, Puan Ongirwalu, Maria Nathasya Ronald Alfredo, Ronald Sari, Irna Indah Solissa, Friskila Sulaiman, Yaser Bin Tanamal, Gladys Joy Telussa, Sandra Thaib, Syafril