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All Journal Jurnal Intelektualita: Keislaman, Sosial, dan Sains Wardah EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Penelitian Pendidikan IPA (JPPIPA) Masyarakat Telematika Dan Informasi : Jurnal Penelitian Teknologi Informasi dan Komunikasi Ganaya: Jurnal Ilmu Sosial dan Humaniora MUHARRIK: JURNAL DAKWAH DAN SOSIAL PUBLIKASI PENELITIAN TERAPAN DAN KEBIJAKAN Jurnal Scientia Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Jurnal Nasional Manajemen Pemasaran dan SDM Khazanah Multidisiplin Jurnal Indonesia : Manajemen Informatika dan Komunikasi ARRUS Journal of Social Sciences and Humanities Jurnal Ekonomi Jurnal Pengabdian kepada Masyarakat Bina Darma Jurnal Cakrawala Ilmiah Journal of Innovation Research and Knowledge Jurnal Pengabdian Masyarakat Bangsa Sinergi International Journal of Management and Business Da'watuna: Journal of Communication and Islamic Broadcasting EduInovasi: Journal of Basic Educational Studies Jurnal Indonesia : Manajemen Informatika dan Komunikasi Bersama : Jurnal Pengabdian Masyarakat Aksi Kita: Jurnal Pengabdian Kepada Masyarakat Communica : Journal of Communication Indonesia Berdampak: Jurnal Pengabdian Kepada Masyarakat
Isnawijayani
Universitas Bina Darma
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Journal : Journal of Innovation Research and Knowledge

 1 
PEMASARAN MELALUI KONTEN DI TIKTOK UNTUK MENDUKUNG PERTUMBUHAN UMKM Selma Salsabila; Isnawijayani, Isnawijayani; Desy Misnawati; Moh. Hafizni
Journal of Innovation Research and Knowledge Vol. 5 No. 5 (2025): Oktober 2025
Publisher : Bajang Institute

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The digital era has brought significant changes to marketing strategies, particularly in the culinary sector. The use of social media has become a key factor in introducing products, building brand image, and increasing sales. This study aims to analyze the role of content creators in developing culinary businesses in Palembang through the implementation of viral marketing and personal branding strategies. This research employed a qualitative method with a case study approach. Data were collected through in-depth interviews with business owners and content creators, observation of promotional activities on social media, and documentation of published content. The findings reveal that content creators play an important role in expanding market reach, increasing brand awareness, shaping positive perceptions, and fostering greater audience engagement. The applied viral marketing strategies successfully triggered interactions, built trust, and influenced consumers’ purchasing decisions. Furthermore, social media platforms such as TikTok, Instagram, and YouTube proved effective as promotional tools with wide reach and relatively low cost compared to conventional advertising. These findings indicate that the involvement of content creators can be a driving factor in enhancing the competitiveness of culinary MSMEs, especially for business owners with limited promotional resources. In conclusion, creative, well-planned, and consistent digital strategy management can have a significant positive impact on business growth
PROSES PRODUKSI VOICE OVER KONTEN BERITA PENDEK SELEBRITIS DI YOUTUBE TRIBUN SUMATERA SELATAN Amanda Anggun Shalihah; Isnawijayani, Isnawijayani; Desy Misnawati; Leo Ferdian Fauzi4
Journal of Innovation Research and Knowledge Vol. 5 No. 5 (2025): Oktober 2025
Publisher : Bajang Institute

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Abstract

This study discusses the process of producing celebrity news through voice over in short video content on the YouTube channel of Tribun Sumatera Selatan. The research uses a qualitative approach with descriptive methods. Data collection techniques were carried out through interviews, observations, and documentation. The results showed that the production process involves planning, scripting, voice over execution, video editing, and publication. The voice over technique used plays a significant role in delivering the information clearly and engagingly. The study also highlights the consistency and quality of the voice over, and how audiences respond to the news content
STRATEGI PEMBUATAN KONTEN DI INSTAGRAM DALAM UPAYA BRANDING UNIVERSITAS BINA DARMA Natasha Rahma Utami; Isnawijayani, Isnawijayani
Journal of Innovation Research and Knowledge Vol. 5 No. 5 (2025): Oktober 2025
Publisher : Bajang Institute

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Abstract

This research aims to analyze content creation strategies on Instagram in an effort to enhance the branding of Bina Darma University. The background of this study is the importance of social media, particularly Instagram, as an effective medium for disseminating information and building a positive image of higher education institutions. The method used is a qualitative approach with a case study method, focusing on the official account @pmb_univ.binadarma as a promotional medium. Data were collected through in-depth interviews, direct observation, and documentation, involving marketing managers, marketing staff, and internship students. The results of the study show that Instagram plays a strategic role in attracting the attention of prospective students through the presentation of informative, creative, and visually appealing content. The application of the AAKR model (Awareness, Attention, Knowledge, Response) and the principles of creative communication helps improve audience interaction and build closeness with the target audience. Consistency in posting schedules and the use of interactive features such as polls, Q&A, and reels also contribute to increased engagement. This research is expected to serve as a strategic reference for other higher education institutions in optimizing social media as an effective branding tool
Co-Authors Aditya Pratama Agustini, Eka Puji Ahmad Pauzi, Ahmad Ahmad Roziqin Ahmad Syazili Aji, Yudhi Satria Amanda Anggun Shalihah Amelia, Fara Anie Yusti Wara Apriani, Mira Audia Rosita Bagus Suryo Nugraha Bastian Bastian Caropeboka, Ratu Mutialela Desy Misnawati Desy Misnawati Devi Udariansyah Dewanti Putri, Meytari DWI MAHARANI Dwi Maharani DWI MUHAMMAD TAQWA Dwi Muhammad Taqwa Elly Rahmayanti Elvinda, Ami Fahmi, Muhammad Syahid Febrian, Heru Hafizni, Moh. Hariansyah Riski Putra Hazazi Hidayatullah, M. Daffa Hendiyanto Hendiyanto Ilham, Akbar Jabir, Bastian Jessi Kevita Leo Ferdian Fauzi4 Leriva, Ratu Tenny Lexianingrum, Siti Rahayu Pratami M.Hafizni Maria Ulfa Marleni Marleni Mira Apriani Misnawati, Desy Moh. Hafizni Moh. Hafizni MS, Ratu Mutialela Caropeboka Nanda Fadilla Natasha Rahma Utami Nurlina Nurlina Ochsa Dwiprakasa, Muhammad P.L, Siti Rahayu Prestika, Suci Rachmawati, Diana Widhi Rahma Santhi Zinaida Rahma Santhi Zinaida Ratu Mutialela Caropeboka Ratu Mutialela Caropeboka Rella Annisa Fitri Rianawati, Dian Rosani, Meilia Rustam Sagraha, Raynor Saipul Anwar Santhi Zinaida, Rahma Sartika , Dewi Selma Salsabila Sulaiman Helmi Taqwa, Dwi Muhammad Tareamansyah, Andes Tri Widayatsih, Tri Trisninawati Trisninawati, Trisninawati Triwidayatsih, Triwidayatsih Wahidin Wahidin Warda Soraya Wawan Darmawan Wedadjati, Ratna Sesotya Widhi, Diana Widiastuti, Ayu Yusana, Yeva Zaid Amin, Zaid Zainal Abidin Zinaida, Rahma Santhi Zuhriyadi, Ilman