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Strategi Brand Compass dalam Membangun Niat Beli Konsumen Farel Kyla Riswanda; Arfian Suryasuciramdhan; Zulhanderi Zulhanderi; Budi Hermawan; Rizky Arian Maulana
Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi Vol. 1 No. 3 (2025): Agustus : Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi
Publisher : Asosiasi Peneliti dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/dialogika.v1i3.431

Abstract

This study explores how the branding strategy of COMPASS’s, a local fashion brand, shapes consumer perceptions and influences their purchase intentions. Employing a qualitative case study approach, the research examines key elements of COMPASS’s brand strategy, including visual identity, storytelling, and digital communication. The findings highlight the brand’s ability to maintain a consistent image, align products with market trends, and foster emotional connections with its audience. Additionally, market appeal such as exclusivity, community engagement, and lifestyle relevance emerges as a significant factor in encouraging consumer intention to buy. The study aims to offer practical insights for other local fashion brands in crafting more focused and consumer-oriented branding strategies.
Analisis Iklan Politik Pasangan Budi Agis pada Pemilu Walikota dan wakil Walikota Kota Serang Tahun 2024 Muhammad Satibi; Arfian Suryasuciramdhan; Agnestesia Maria Damanik; Tri Utami; Mutiara Permana
Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi Vol. 1 No. 3 (2025): Agustus : Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi
Publisher : Asosiasi Peneliti dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/dialogika.v1i3.483

Abstract

Political advertising is one of the efforts to "market" themselves and political messages from candidates for power. As a candidate, Budi Rustandi (Budi) carries out propaganda by advertising with the aim of gaining power in Serang City in collaboration with Nur Agis Aulia (Agis). The purpose of the study in this article is to explain how the political advertisements of the Budi Agis pair that were broadcast in the mass media in Banten during the 2024 Serang Mayor and Deputy Mayor election succeeded in becoming a reliable strategy in achieving the goal of winning and being elected as Mayor and Deputy Mayor of Serang for the 2024-2029 period. This study uses a descriptive-qualitative method, focusing research on the mass media advertisements of the Budi Agis pair accompanied by analysis using the concept of political communication. The results show that the political advertisements distributed by Budi-Agis have succeeded in forming a positive image. With political advertisements, they raise public awareness of their existence in the world of politics. In addition, Budi Agis' political advertisement also aims to strengthen the loyalty of members and sympathizers of the Gerindra Party and the Prosperous Justice Party (PKS) towards them while inviting non-party communities to vote for them.
PROPAGANDA DALAM IKLAN KAMPANYE POLITIK DI MEDIA SOSIAL TIKTOK Neysa Tansia Haqi; Arfian Suryasuciramdhan; Aprilia Ningrum; Lulu Budiani Hardiana; Hamdan Pahlepi
Jurnal Dinamika Sosial dan Sains Vol. 2 No. 6 (2025): Jurnal Dinamika Sosial dan Sains
Publisher : CV.Sentral Bisnis Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60145/jdss.v2i6.180

Abstract

Penelitian ini membahas fenomena propaganda politik yang tersebar melalui media periklanan dan media sosial menjelang Pemilihan Umum di Indonesia. Di era digital, arus informasi yang cepat dan tidak selalu tersaring kebenarannya menjadikan masyarakat, terutama generasi muda, rentan terhadap pengaruh propaganda dan disinformasi. Menggunakan pendekatan kualitatif deskriptif, data dikumpulkan melalui wawancara, observasi konten digital, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa propaganda yang paling dominan adalah yang berbasis citra dan emosi, dengan strategi seperti framing positif, penggunaan influencer, serta kampanye tagar di media sosial. Respon generasi muda menunjukkan adanya kesadaran terhadap propaganda, namun masih terbatasnya literasi digital membuat mereka tetap rentan terhadap manipulasi informasi. Penelitian ini menegaskan pentingnya peningkatan literasi media dan kemampuan berpikir kritis di kalangan masyarakat, khususnya generasi muda, untuk menghadapi tantangan informasi politik di era digital.
Analisis Semiotika Makna Pesan “Orang Pintar Minum Tolak Angin” dalam Iklan Produk Herbal Tolak Angin Sabrina Puspita Sari; Arfian Suryasuciramdhan; Gandhes Lintang Pangestu; Chitra Cahya Anggraeni; Noviatul Fitri
Misterius : Publikasi Ilmu Seni dan Desain Komunikasi Visual. Vol. 2 No. 2 (2025): Juni : Misterius : Publikasi Ilmu Seni dan Desain Komunikasi Visual
Publisher : Asosiasi Seni Desain dan Komunikasi Visual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/misterius.v2i2.632

Abstract

. Advertisement is a communication tool containing symbolic messages to shape consumer perception and persuade behavior. One of the notable advertisements is the herbal product Tolak Angin, with the slogan “Orang Pintar Minum Tolak Angin”. The purpose of this study is to analyze the meaning of the messages contained in the slogan and how this advertisement forms a consumer image through the symbols and narratives conveyed. This research uses a descriptive qualitative approach with a literature review method and Roland Barthes' semiotic theory as an analysis knife. This theory is used to see meaning through three layers, namely denotation, connotation, and myth. Tolak Angin advertisements are analyzed based on visual elements, character expressions, colors, verbal text, and other symbols that appear in the broadcast. The result shows that the advertisement constructs an image of a smart, modern, and health-conscious consumer through symbolic representation. It also creates a myth that consuming herbal medicine is a sign of intelligence and awareness of healthy living.
Efektivitas Penggunaan Jargon Dalam Iklan Produk Indomie Aliyah Sofiyani; Arfian Suryasuciramdhan; Fatimah Nisafitri Nurjanah; Hasna Zhafira; Yuanita Ferlinda Putri
Misterius : Publikasi Ilmu Seni dan Desain Komunikasi Visual. Vol. 2 No. 2 (2025): Juni : Misterius : Publikasi Ilmu Seni dan Desain Komunikasi Visual
Publisher : Asosiasi Seni Desain dan Komunikasi Visual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/misterius.v2i2.633

Abstract

This study examines how the power of a slogan and visual elements are able to form a strong brand image and is inherent in the memory of consumers, focusing on the study of the Indomie brand. Through the approach of literature review, this study synthesizes various research results and previous reference sources to explore the role of the slogan “Indomie Seleraku” in creating collective memory in the community. Qualitative descriptive approach was used to examine secondary data derived from interview documentation and analysis of Indomie advertising content from various time periods. From the results of the literature review, it can be concluded that the strength of the Indomie brand does not only come from the quality of its products, but also from a consistent marketing communication strategy that is able to generate emotional resonance among consumers. Indomie effectively combines elements of local culture, attractive visual displays, and slogans that are easy to recognize and remember. This combination plays a role in creating an emotional connection between the brand and its consumers, while strengthening public perception of Indomie as part of the daily consumption culture. In addition, thematic advertisements launched at special moments such as the month of Ramadan, as well as the launch of certain regional flavors, also strengthen Indomie's position as a brand that is relevant to local values and national identity. This study confirms that the success of a marketing communication strategy depends not only on the message conveyed, but also on the way it is presented visually and verbally that is able to build emotional experiences and deep meaning for consumers.
Hubungan Iklan Red Bull sebagai Citra Merek Sponsor Olahraga Ekstrem Herny Arya Ardiansyah; Arfian Suryasuciramdhan; Ivan Aditia Putra; Imam Budiansyah; Bagus Maulana Ramadhan
Misterius : Publikasi Ilmu Seni dan Desain Komunikasi Visual. Vol. 2 No. 2 (2025): Juni : Misterius : Publikasi Ilmu Seni dan Desain Komunikasi Visual
Publisher : Asosiasi Seni Desain dan Komunikasi Visual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/misterius.v2i2.673

Abstract

This study analyzes Red Bull advertisements as a form of visual propaganda that effectively constructs a brand image associated with extreme sports, bravery, and extraordinary achievement. The background of this research lies in the phenomenon of the increasing prevalence of visual content in modern marketing strategies, which not only sell products but also embed ideologies and social identities. Red Bull was selected as the object of study due to its consistent use of visual elements rich in symbolic and connotative meaning. This research employs a qualitative approach using Roland Barthes' semiotic analysis method, along with theories of visual propaganda and social identity. The findings reveal that Red Bull communicates its message not merely through images and slogans, but also through the construction of deep connotative meanings. The slogan “Red Bull Gives You Wings” instills a sense of hope in surpassing one's limits, while the use of extreme sports figures as testimonials reinforces the product's image as a symbol of high performance. These advertisements create a modern myth in which Red Bull is associated with courage and freedom, transforming it from a mere energy drink into a lifestyle identity. In the context of social identity, consumers are not only purchasing a product but also affirming themselves as members of an adventurous, active, and daring community. Thus, Red Bull successfully builds brand loyalty through a strong and symbolic visual narrative. This research emphasizes that today’s advertisements are inseparable from ideological functions and the social constructions they visually shape.
Strategi Propaganda dalam Iklan Kampanye Anies Baswedan dan Cak Imin : Analisis Wacana pada Pemilu Presiden dan Wakil Presiden 2024 Dela Afyani; Arfian Suryasuciramdhan; Siti Fadilah; Nur Fadilah; Desti Aprilyani
Federalisme: Jurnal Kajian Hukum dan Ilmu Komunikasi Vol. 2 No. 3 (2025): Agustus : Federalisme : Jurnal Kajian Hukum dan Ilmu Komunikasi
Publisher : Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/federalisme.v2i3.813

Abstract

This analysis discusses the political communication strategy of presidential and vice presidential candidate pair Anies Baswedan and Muhaimin Iskandar (Cak Imin) in the 2024 Presidential Election through a discourse analysis of their campaign advertisements. This campaign utilizes various propaganda techniques such as glittering generalities, plain folks, transfer, and contrast framing to shape political images, strengthen emotional connections with voters, and implicitly criticize political opponents. Symbols of the people and religiosity are used strategically to create social identification and legitimacy in the eyes of the public, especially traditional Muslim voters. In addition, the strategy of political public relations and the use of social media, including TikTok Live, show how the modern campaign approach has shifted towards digitalization and more targeted message segmentation. This analysis underlines the importance of emotional, symbolic, and inclusive communication narratives to avoid social fragmentation and shows that contemporary political campaigns are not only about conveying information, but also about strategic symbolic influence and imaging in the digital era.
Implementasi CSR Perusahaan Kawasan Industri Kimia PT. Chandra Asri Petrochemical.Tbk Di Kecamatan Ciwandan , Kota Cilegon Sutisna, Nuril Anwar; Suryasuciramdhan, Arfian; Mujahidin, M Halwin; Zulfikar, Meiby; Fatchurrochman, Agus
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 4 No. 3 (2024): Mei - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v4i2.1712

Abstract

The emergence of gas through chimneys in Cilegon City, especially in the Ciwandan Area, has driven social, social and monetary transformation. The rapidly growing industry has changed the social and monetary order of an area that has been recognized as an agrarian culture into a modern culture. The existence of large organizations that utilize natural resources in Ciwandan has increased the hopes of the surrounding community for an increase in wages, through the Corporate Social Obligation (CSR) program. Therefore, the examination tries to uncover elements of CSR implementation in the PT. Chandra Asri area. This investigation is driven by interpretation techniques with emotional thinking as a context-oriented examination. Data collection is carried out through hierarchy collection, integrated discussions, and documentation studies. Meanwhile, the sources of the research include pioneers of the city corridor, city and regional government officials, pioneers in the areas around the current area, and CSR implementers of PT. Chandra Asri, The results of the examination show that CSR training has been carried out by PT for some time. Chandra Asri at least when he was still under joint administration with medical staff, especially those related to assistance in the field of government, including health, education, social and activities in the field of government. The desperation of this examination gave rise to problems that occurred at PT. Chandra Asri, will be fully responsible for things that hinder the environmental climate. Because after air pollution by these substances occurs, its occupants experience diseases such as shortness of breath, weakness, stability and disease. The purpose of this study, researchers can understand and know the response of PT. Chandra Asri, to the surrounding community affected by chemicals and gas leaks carried out by PT. Chandra Asri.
Dampak Pemasaran Melalui Media Sosial terhadap Keputusan Pembelian Konsumen di Industri Fashion terhadap Kepercayaan Merek ZARA Meliasari, Maya; Suryasuciramdhan, Arfian; Lestari, Vina; Badarzaman, Bintang Ramadhan; Muadz, Muadz
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 6 No 1 (2025): April
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2025.6.1.4355

Abstract

Increasingly tight business competition requires companies to not only offer quality products, but also build customer satisfaction and strong trust in brand image. Customer satisfaction is the main indicator in assessing the success of service, while trust in the brand reflects consumer perception and belief in the consistency and integrity of the company. This study refers to the theory of brand image, customer satisfaction, and customer trust as a conceptual framework. The methodology used is a qualitative approach by applying meta-analysis studies obtained from several studies that have been conducted previously. The results of the study indicate that customer satisfaction and comfort obtained from the service have a significant effect on the positive image of the company. This study confirms that consistent improvement in service quality and management of positive brand image can increase customer satisfaction and build sustainable trust, which ultimately strengthens consumer loyalty.
STRATEGI CORPORATE IMAGE DALAM MENINGKATKAN KEPUASAN PELANGGAN DI MEDIA SOSIAL TIKTOK Kharisma Dewi, Hocky Nis; Suryasuciramdhan, Arfian; Aisyah, Gisella; Fariji, Firdy Ahmad; Ramadhan, Rhizqi Dwiputra
INTELEKTUAL ( E-Journal Administrasi Publik dan Ilmu Komunikasi ) Vol 12 No 1 (2025): Jurnal Intelektual: Administrasi Publik dan Ilmu Komunikasi
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Bhayangkara Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55499/intelektual.v12i01.1253

Abstract

Currently, the business world is experiencing very rapid growth. causing various industrial sectors to compete with each other, including the cosmetics industry. In this era, the cosmetics industry not only focuses on beauty, but also functions as skin care. Of the various types of skin care that are currently popular, namely facial masks, they sell very quickly in the market. Among the skin care brands that exist today, skintific has emerged as a well-known skincare brand that is on the rise. Research Approach In this study, we used a descriptive qualitative research method. according to (Bungin, 2008) Qualitative research is research that aims to understand social phenomena from the perspective of participants or research subjects by prioritizing meaning, process, and contextual understanding. Qualitative methods are a set of ways to analyze and understand the meaning that is relevant to individuals or groups in the context of humanitarian or social problems. This qualitative research is exploratory, which means it is the first step in research with a broad scope. Exploratory research is very important because it can produce a strong foundation for obtaining detailed ideas related to the main problem, as well as for developing existing research. Keywords: Image brand, tiktok, digital marketing strategy, skincare, skintific.
Co-Authors Achmad Nashrudin Achmad Nashrudin Priatna, H. Achmad Nasrudin Adinda Dwi Mulyani Aditya Rachman Agil Hari Agnestesia Maria Damanik Agus Fatchurrochman Aisyah, Gisella Alaika Amaly Khaira Alif Dava Mahesa Alif Kusuma Wardana Alisya Safira Aliya Dwi Rahayu Putri Aliyah Sofiyani Amanda Prisilia Nurmalita Sari Amilia, Rizki Amyati, Amyati Anisa Nurbaiti Anisa, Ayu Annisa Putria Racmawati April Laksana Aprilia Ningrum Aprilia, Sisca Dwi Ariani Galuh Asnawi Asnawi Atika, Sekar Tijani Putri Ayu Nurmala Azhar, Intan Nabila Badarzaman, Bintang Ramadhan Bagos Budi Mulyana Bagus Maulana Ramadhan Bernika Meilani Ifada Bintang Ramadhan Briandana, Rizky Brizita Auliani Alwanda Budi Hermawan Casilas, Rara Cecep Abdul Hakim Cecinia Siburian Chitra Cahya Anggraeni Cindy Nurlaila Damanik, Agnestesia Maria Damar Wulan deden deden Dela Afyani Delima, Kharisma Rosa Della Meira Desti Aprilyani Destri Astrianingsih Deswita Fitrianti Deva Satria Pamungkas Dewi Ilma Agustin Dhiyandra Prasetya Gusti Diah Permatasari, Diah Dian Dian Dian Dian Dian Hardianti Rukmanah Dias Suminta Suria Putra Dwiyanti, Shafira Ehan Farhan Eka Susilawati Eli Apud Saepudin Elok Kemala Motik Endayani, Endayani Fadiah Cahya Amelia Fahisatul Jannah Fajarwati, Noerma Kurnia Fani Yulia Susyanti Farel Kyla Riswanda Fariji, Firdy Ahmad Fatchurrochman, Agus Fatimah Nisafitri Nurjanah Fatimah, Kheisya Maura Fauzan Azima Febriya Alinda Rahayu Feranza, Flarines Yena Fiqri Udayana Firdy Ahmad Fariji Firmansyah, Ahmad Fithrotul Kamilah Fitriani, Andini Restu Fitriani, Mauliya Fitrianti , Rizqi Fitrianti, Rizqi Fitriany, Rysha Mutiara fiwa, fiwasifi isyiya Galang Ramadhan Galuh Febriyanti Gandhes Lintang Pangestu Gisella Aisyah Gusliani, Ani Hamdan Pahlepi Hana Apriyanti Hana Zulfia Hapid Saepudin Hasna Zhafira Havita, Vivit Nurhikmah Helena Angelika Simbolon Herny Arya Ardiansyah Hidayatullah, Tubagus Ade Rahmat Hiroshi Agung Saputra Hocky Nis Kharisma Dewi Hurul Aini Ibrohim Ibrohim Ibrohim Ida Farida Ida Farida Idzatulloh, Alif Ika Choirunnissa Ikrom, Mohamad Ilham Arifin Imam Budiansyah Indra Bahari Saputra Indra Septian Ine Fitrianingsih Intan Inayah Intan Nurul Azzahra Intan Widiyanti Ira Safaat Aeni Isri Undayah, Vivi Istialdi Pratama Haris Ivan Aditia Putra Jannah, Fahisatul JEFRI, ULFI jumiah, jumiah Kamilah, Fitrotul Kartika Kartika Kartika, Mishelia Khansa Luqyana Meida Kharisma Dewi, Hocky Nis Kharisma Rosa Delima Kheisya Maura Fatimah Lapina Lena Leo Feni Agustina Lestari, Vina Lika Mulki Latief Lisna Febriyanti Sucitasari Luis Fiska Rahayu Lulu Budiani Hardiana M Farhan Hidayatullah M Halwin Mujahidin Manalu, M.Reihan Mario Maulana Mauidunnajah, Hana Maulana Yusuf Maya Meliasari Meiby Zulfikar Meiby Zulfikar Melani Zyahrotul Nadifah Meliasari, Maya Meylia Maulidina Mohamad Ikrom Arasid Motik, Elok Kemala Muadz Alfayeed Muadz, Muadz Muhamad Daffa Fauzan Muhamad Gia Galihleo Muhamad Sobahri Muhamad Syarif Hidayatullah Muhammad Adnan Faidh Muhammad agung rizki Muhammad Farhan Hidayatullah Muhammad Salim Al Bana Muhammad Salim Al-bana Muhammad Satibi Mujahidin, M Halwin Mulyana, Bagos Budi Mulyani, Adinda Dwi Munir, Thasya Azhari Mutiara Permana Nandito Nandito Nasrudin, Achmad Nasywa Hasna Nabilla Nazlah Azzahra Nazwa Aulia Shihab Nessya Mayla Faiza Neysa Tansia Haqi Ninda Ela Putri Nisa ‘Arifatul Umriyah Nofalia Juliana Sari Norma Sri Hastuti Nova Nazwa Ramadhanti Novandri Adi Nugroho Noviatul Fitri Nur Fadilah Nurbaiti, Anisa Nuril Anwar Sutisna Nuril Anwar Sutisna Nuril Ulia Salsa Permana, Mutiara Putra, Dias Suminta Suria PUTRI HANDAYANI Putri Handayani Putri Handayani, Hj. Putri, Ivana Qanitah Salma Rachmawati, Annisa Putri Raden Akhmad Atqoo Raden Dehana Balqis Rahma Aniq Aulia Rahmanda, Ersa Ramadhan, Rhizqi Dwiputra Ramadhanti, Nova Nazwa Ratu Reva Nabila Raul Rizki Muhammad Kemal Refky Genta Saputra Rendi Reva Fisalsabila Reva Sila Kinaya Reyhan Naufal Athaya Rhizqi Dwiputra Ramadhan Rian Fikri Teguh Imanto rica anggraini Ridho Rahmatulloh Riefky Al Farez Rifa'i, Anton Bahtiar Rini Sartika Risma Yanti Risti Septyani Rizky Arian Maulana Rysha Mutiara Fitriany S, Sutikah Sabrina Puspita Sari Saefudin, Eli Apud Saepudin Saepudin Saepudin Saepudin Safitri, Nur Oktaviani Sahrul Sodikin Saputra, Rizky  Esa  Sari, Nofalia Juliana satibi, moehamad Setya Prihatining Tyas Shafira Dwiyanti Sharla Setyawati Shifa Aulia Putri Silvia Putri Anggraeni Sisca Dwi Aprilia Siti Abelia Puteri Siti Dhifah Umairah Siti Fadilah Siti Indriyani Putri Siti Mardianti siti nurul aisyah Siti Rohana Sodikin, Sahrul Sucitasari, Lisna Febriyanti Suherman Arifin Suheti Suheti Suheti, Suheti Sulistiawati Sulistiawati suminah ., suminah Suminah Suminah Suria Putra, Dias Suminta Sutisna, Nuril Anwar Tafana Destiana Larassetya Teguh Setiawan Imam Santoso Tri Utami Ulfi Jefri Umalihayati Umalihayati USWATUN HASANAH Utami, Tri Utari Mutiara Ayu Vina Lestari Vivi Valentine Yanti, Risma Yesya Vatria Barasa Yogi Pratama Yuanita Ferlinda Putri Yusep Irsyad Najib Setiawan Zahrah Mahfudzah Firdaus Zulhanderi Zulhanderi