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All Journal Komunikasi : Jurnal Komunikasi Cakrawala : Jurnal Humaniora Bina Sarana Informatika Jurnal Komunikasi dan Kajian Media INTERACTION: Jurnal Pendidikan Bahasa Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Jurnal Kajian Komunikasi dan Pembangunan Daerah Akrab Juara : Jurnal Ilmu-ilmu Sosial Jurnal Ilmiah Multimedia & Komunikasi Jurnal Minfo Polgan (JMP) Al-MIKRAJ: Jurnal studi Islam dan Humaniora Petanda : Jurnal Ilmu Komunikasi dan Humaniora Journal of Innovative and Creativity JURNAL MULTIDISIPLIN ILMU AKADEMIK Retorika: Jurnal Komunikasi, Sosial dan Ilmu Politik An Nafi’; Multidisciplinary Science
Silvina Mayasari
Universitas Bina Sarana Informatika
Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Social Sciences Other

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STRATEGI MARKETING PUBLIC RELATIONS PT WIRADI UTAMA PACKINDO DALAM MENINGKATKAN PENJUALAN PRODUK KEMASAN SEKALI PAKAI Niea Afri Winda; Silvina Mayasari; Sari Ekowati
An Nafi': Multidisciplinary Science Vol. 2 No. 4 (2025): An Nafi’
Publisher : CV Edujavare Publishing

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This study aims to explore the Marketing Public Relations (MPR) strategy implemented by PT. Wiradi Utama Packindo in increasing the sales of disposable food and beverage packaging products. The research method used is qualitative with a case study approach. Data were collected through in-depth interviews, observation, and documentation. The findings indicate that PT. Wiradi Utama Packindo applies a marketing communication strategy that includes advertising, sales promotion, events and experiences, public relations, direct marketing, interactive marketing, word of mouth, and personal selling. These strategies are carried out using the Pull, Push, and Pass approach as part of the marketing communication mix model. The MPR strategy has proven effective in increasing brand awareness, engagement, and sales, particularly through digital platforms such as TikTok and Shopee. The study concludesthat the synergybetweenmarketing and public relations helps build a positive corporate image and strengthens customer loyalty. The researcher recommends that the company develop a CRM system and expand its promotion to offline media and collaborate with digital influencers.
STRATEGI KOMUNIKASI PEMASARAN KAKAKU COFFEE SHOP MELALUI MEDIA SOSIAL INSTAGRAM DALAM MENJAGA HUBUNGAN BAIK DENGAN PELANGGAN Reza Fachrezi; Silvina Mayasari; Sari Ekowati
An Nafi': Multidisciplinary Science Vol. 2 No. 4 (2025): An Nafi’
Publisher : CV Edujavare Publishing

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This study is based on the growing role of social media, particularly Instagram, in the marketing communication strategies of coffee shops. The research fills a gap in the understanding of digital relationship marketing in MSME (UMKM) contexts, which remains underexplored. This qualitative descriptive study employs interviews and observations with the owner and social media specialist of Kakaku Coffee. Findings reveal that Kakaku Coffee uses Instagram strategically through interactive content, features like Reels, Stories, and Feed, as well as monthly events such as “Kakacult”. Although Meta Ads are used with a limited budget, organic strategies prove more effective in fostering customer engagement. The discussion highlights how warm communication, consistent visuals, and customer involvement through reposts and comments significantly contribute to brand loyalty. The study concludes that Instagram is an effective tool for building long-term relationships with customers. It is recommended that Kakaku Coffee expand CSR programs, optimize TikTok, and establish a clearer customer feedback system.
STRATEGI KOMUNIKASI PEMASARAN SHOWROOM MOBIL BEKAS DALAM MENINGKATKAN PENJUALAN MELALUI INSTAGRAM AUTOFAME Gita Adinda Tofan; Silvina Mayasari; Sari Ekowati
An Nafi': Multidisciplinary Science Vol. 2 No. 4 (2025): An Nafi’
Publisher : CV Edujavare Publishing

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This research aims to find out the marketing communication strategy applied by Autofame showroom in increasing used car sales through the Instagram social media platform. This research uses a qualitative approach with data collection techniques through in-depth interviews, observation, and documentation. Interviews were conducted with the owner of the Autofame showroom and the social media admin who manages the Instagram account. Data analysis techniques used in this research include data reduction, data presentation, and conclusion drawing. The results showed that the Autofame showroom implemented a marketing communication strategy through promotion using public figures or celebrities who visited the showroom and then uploaded their experiences on their respective Instagram accounts and the showroom's official account. In addition, the showroom also actively interacts with potential customers through comments and direct messages on Instagram, and follows the latest automotive trends in an effort to attract the attention of the target market. This strategy proved to be effective in building a positive image and increasing consumer trust in the Autofame showroom, which in turn contributed to increased sales.
Pengaruh Penggunaan Media Sosial Tiktok Pada Anak Terhadap Efektivitas Komunikasi Kepada Orang Tua Magna Syafrina; Silvina Mayasari; Sari Ekowati Hadi
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4071

Abstract

This study aims to determine the effect of TikTok social media usage on the effectiveness of communication between children aged 6–8 years and their parents. The background of this study is based on the widespread use of TikTok among children which can affect interaction patterns in the family, especially interpersonal communication between children and parents. This study uses a quantitative approach with a purposive sampling technique, involving 125 parents in Tlajung Udik Village, Gunung Putri District, Bogor Regency. Data were collected through questionnaires, then analyzed using validity tests, reliability, simple linear regression, classical assumption tests, and hypothesis tests (t-tests). The results showed that the significance value was 0.156> 0.05 and the t-count value was 1.429 <ttable 1.979. Thus, H₀ is accepted and Hₐ is rejected, which means that the use of TikTok does not have a significant effect on the effectiveness of communication between children and parents. However, a weak positive correlation was found (r = 0.128) and the coefficient of determination (R²) was only 1.6%. This means that the use of TikTok (X) does not affect the effectiveness of communication (Y).
Cancel Culture Terhadap Peran Abidzar Dalam Film A Business Proposal Pada Akun Instagram @Abidzar73 Aneka Putri; Silvina Mayasari; Sari Ekowati Hadi
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4079

Abstract

Cancel culture has become a new phenomenon widely practiced by the public. It is a form of societal rejection againts public figures who are seen as failing to meet societal expetations or social norms. This phenomenon has become a topic of growing discussion, coinciding with the rise in social media users, through which the cancel culture movement spreads. This study discusses the cancel culture phenomenon that affected Abidzar after his role in the movie A Business Proposal. This backlash was widely discussed by the public throught comments on his personal Instagram account, @abidzar73. Using a descriptive methodology with critical discourse analysis, this research aims to identify the forms, reasons, and applications of cancel culture present in those comments. The results indicate that the backlash received by Abidzar was not only related to his acting ability but also to visual standards, public expectations for role representation, and social practices.
Co-Authors Aneka Putri Ari Erlangga Satria Putra Astrid Angelin Mayui Aulia Zahra Rizquita Bahtiar Efendi Chitra Angguntiara Clavinda Indraswari Diah Fatma Sjoraida Eliyanti Agus Mokodompit Ervana Chyrinne Gita Adinda Tofan Hendry Putra Ichsan Widi Utomo Iswahyu Pranawukir Magna Syafrina Mareta Puri Rahastine Mareta Puri Rahastine Mareta Puri Rahastine, Mareta Puri Maskana Muhamad Aldi Rizaldi Natasha Sasmita Niea Afri Winda Ningsih, Titiek Surya Nurul Fatimah Palupi, Rety Qibtiah, Annisa Reva Widyanti Reza Fachrezi Robbikal Muntaha Meliala Sari Ekowati Sari Ekowati Hadi Sari Ekowati Hadi Suciningsih, Mutia Sudi, Mohamad Syaira Amanda Putri Tiurmaida, Serepina Utomo L.S., M. Taufan Dwi Yanti Setianti Yosua Putra Yulianti Fajar Wulandari