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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
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Journal : Communica : Journal of Communication

 1 
Analysis of Marketing Public Relations Strategy by. U Provider in Enhancing Brand Awareness Through Social Media Ochsa Dwiprakasa, Muhammad; Misnawati, Desy; Zinaida, Rahma Santhi; Isnawijayani
Communica : Journal of Communication Vol. 3 No. 1 (2025): January 2025
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v3i1.397

Abstract

This study aims to analyze the marketing public relations strategies the By.U provider employs to increase brand awareness through social media. The research method used is a qualitative approach with several data collection techniques, including interviews, observation, and documentation. The data analysis employed is qualitative data analysis, which involves three main activities: data reduction, data presentation, and conclusion drawing or verification. Based on the research findings, it can be concluded that.U's marketing public relations planning strategy almost entirely adheres to the dimensions and indicators in the strategic planning process outlined by Whalen, known as Whalen’s 7-Step Strategic Planning Process. The only shortcoming lies in the situational analysis dimension, where U did not fully implement a SWOT analysis but only utilised certain aspects. The marketing public relations efforts By.U have generally been successful and aligned with the Three Ways Strategy concept by Thomas L. Harris. However, areas still need improvement, such as the frequency of interaction by the By.U team on Instagram comments, which is rarely done, and the repetitive use of the same color scheme in their posts, leading to follower fatigue. Moreover, there is a lack of broader outreach to less tech-savvy individuals. Additionally, the brand awareness of By.U users and potential users, according to Aaker's (1991) theory, is still at the brand recognition level.
Journalistic Convergence in Digital Media Transformation: A Study on Sriwijaya Post and sripoku.com Rustam; Isnawijayani; Misnawati, Desy; Amin, Zaid
Communica : Journal of Communication Vol. 3 No. 1 (2025): January 2025
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v3i1.486

Abstract

This study examines the transformation of journalistic practices in response to digital media developments, focusing on Sriwijaya Post and Sripoku.com. Using a qualitative descriptive approach, data were collected through interviews and observations with journalists at both the field and editorial levels. The findings reveal that media convergence has significantly impacted journalistic workflows, necessitating journalists to adopt multimedia skills, including video production, real-time reporting, and social media engagement. This transformation involves structural and strategic newsroom changes to facilitate cross-platform content production. As part of a regional media network, Sriwijaya Post and Sripoku.com have embraced digital platforms for content delivery and as a primary revenue stream, particularly through services such as Google AdSense. The study contributes to a deeper understanding of how regional media in Indonesia navigate the challenges of digital convergence while maintaining journalistic integrity and sustaining their role in a rapidly evolving media ecosystem.
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