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All Journal ProTVF Alhadharah: Jurnal Ilmu Dakwah SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Wacana: Jurnal Ilmiah Ilmu Komunikasi An-Nida : Jurnal Komunikasi Islam COMMED: Jurnal Komunikasi dan Media Jurnal Common Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi) Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal khabar: Komunikasi dan Penyiaran Islam Jurnal Pembangunan dan Kebijakan Publik Prima Abdika: Jurnal Pengabdian Masyarakat Alhadharah: Jurnal Ilmu Dakwah International Journal of Science and Society (IJSOC) Jurnal Ilmu Komunikasi Ranah Research : Journal of Multidisciplinary Research and Development Jurnal Media Pengabdian Komunikasi Sinergi International Journal of Communication Sciences Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi Jurnal Spektrum Komunikasi Jurnal Pembangunan dan Kebijakan Publik Politik Indonesia: Indonesian Political Science Review Communica : Journal of Communication
Iis Zilfah Adnan, Iis Zilfah
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Dramaturgi Komunikasi Politik Konten Instagram @bestiputri pada PILKADA 2024 Novia Trias Amanda Permana; Acmad Wildan Kurniawan; Iis Zilfah Adnan
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5302

Abstract

Social media, especially Instagram, is now the main tool for politicians to build public image and communication, especially ahead of the 2024 Regional Elections in Garut. Princess Karlina uses Instagram to display her personal and campaign side, analyzed with Goffman's dramaturgy theory highlighting front and back stage strategies in shaping an authentic political image. This study uses a descriptive qualitative method with an analysis of the content of @bestiputri Instagram uploads and in-depth interviews with account managers. Each upload is analyzed based on visual, narrative, and audience interaction elements, and then categorized as a front or back stage to understand @bestiputri digital political communication strategy holistically. The front stage contains formal activities and campaigns, while the back stage displays a personal side. Image-damaging elements are hidden, so Instagram becomes a performance arena for shaping public opinion and emotional closeness to Instagram voters is effectively used @bestiputri to build and manage self-image through front and back stage strategies. The dramaturgical approach allows politicians to organize their presentations, choosing what is shown, thus emphasizing the strategic role of social media in local political campaigns and showcasing the involvement of women politicians in the digital space.
Peran Micro-Influencer Tiktok sebagai Strategi Public Relations Komunikasi Pemasaran untuk Peningkatan Eksistensi Merk Gulapadi Anggi Tri Rahmandani; Iis Zilfah Adnan; Muliyati Mat Alim
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5322

Abstract

This study aims to examine the role of TikTok micro-influencers as an effective public relations strategy to enhance the presence of the Gulapadi brand in today's fast-evolving digital era. It combines three important marketing communication approaches—advertising, sales promotion, and social media marketing—to achieve comprehensive and optimal results. A descriptive qualitative method was employed, gathering data through in-depth interviews with four groups of informants: micro-influencers, consumers, employees, and digital marketing experts. The findings demonstrate that micro-influencers successfully deliver promotional content in a manner that is not only engaging but also credible, which helps increase consumers' purchase intentions. Additionally, two-way interactions through comments and electronic word-of-mouth (eWOM) deepen the emotional connection between the brand and its audience, fostering a stronger relationship. As a result, utilizing micro-influencers on TikTok proves to be a powerful strategy that not only sustains brand existence but also broadens market reach and builds consumer loyalty in the midst of a rapidly changing digital landscape.
Co-Authors Abdul Rofi Achmad Wildan Kurniawan, Achmad Wildan Acmad Wildan Kurniawan Agus Tian Senjaya Ai Pina Wahyuni Anggi Tri Rahmandani Apriliani, Shalwa Awaliah, Nada Azzahra, Nedia Bayu Suratmoko Dadang Andika Eka Putra Deri - Hudaya, Deri - Devi Devi Prayoga Dwi Andriani, Astri Fadhlurrohman, Mochammad Iqbal Fauzan, Luthfi Rafif Febrina, R. Ismira Gantha Pagarsandya Giffar, Zia Muhammad Haryadi Mudjianto Hasbi Shiddiq Fauzan Hendrawan, Heri Hendrawan, Mahardika Raihan Hisam Sambadi Ieke Sartika Iriany Ismi Hidayatur Rahma Kharisma Shanov Kurniawan Kurniawan Kurniawan Kurniawan Lulu Afiani Mega Agustina Putu Sanusi Muhamad Erfan Muhammad Agus Muljanto Muhammad Irfan Fadillah Mujianto, Haryadi Muliyati Mat Alim Munggaran, Panji Mustopa, Ridwan Nadia Awalliah Novia Trias Amanda Permana Nurul Syamsiah Nurulaini, Sofia Darin Nurwijayanti Oktavia, Narti Purnama, Feri Rahman, Sani Ramdani Ramdani Raturahmi, Leadya Resty Mustika Pratiwi Riesal Allawiyah Saldifa, Muhamad Candra Salimah H, Syelma Nur Sani Rahman Siti Nendah Sulaeman Suprianto, Bagja Suseno, Novie Susanti TB. Sunan Giri Ummu Salamah Ummu Salamah Winda Wulandari, Winda Yowan Rachmawati Zikri Fachrul Nurhadi, Zikri Fachrul Zulkifli Adnan