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All Journal Jurnal Kajian Komunikasi Sawwa: Jurnal Studi Gender J-Dinamika: Jurnal Pengabdian Kepada Masyarakat JURNAL PUSTAKA KOMUNIKASI Ilomata International Journal of Social Science Journal of Research on Business and Tourism Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi Journal of Communication and Public Relations (JCPR)
Safaruddin Husada
LSPR Institute Of Communication & Business, Jakarta
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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GASTRODIPLOMASI INDONESIA: PROMOSI CITRA MELALUI PRODUK KOPIKO DALAM SERIAL DRAMA KOREA Oktaviani, Diva Firly; Husada, Safaruddin
Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi Vol. 9 No. 2 (2024): Edisi April
Publisher : Laboratorium Ilmu Komunikasi Fisip UHO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52423/jikuho.v9i2.207

Abstract

Penelitian ini mengungkapkan bahwa penampilan produk Kopiko dari Indonesia dalam drama Korea telah membantu meningkatkan citra Indonesia di mata penonton drama Korea di seluruh dunia, serta memberikan dampak positif bagi praktik gastrodiplomasi secara lebih luas. Implikasi temuan ini menunjukkan bahwa produk-produk Indonesia, seperti Kopiko, dapat menjadi alat yang efektif dalam mempromosikan citra positif tentang negara di pasar internasional, khususnya di kalangan penggemar drama Korea. Strategi menggunakan produk-produk konsumen populer dalam konten hiburan global, seperti drama Korea, dapat menjadi pendekatan yang berhasil untuk memperluas pengaruh budaya dan citra sebuah negara di tingkat global. Hal ini menunjukkan potensi besar bagi negara-negara lain untuk mengadopsi strategi serupa dalam memperkuat diplomasi budaya mereka melalui kolaborasi dengan industri hiburan global. Dengan memanfaatkan daya tarik budaya populer, negara-negara dapat lebih efektif mengkomunikasikan nilai-nilai, tradisi, dan produk-produk mereka kepada audiens internasional, serta memperkuat hubungan diplomatik dan ekonomi mereka dengan negara-negara lain. Temuan penelitian ini memberikan landasan penting bagi praktisi dan pembuat kebijakan dalam merancang strategi gastrodiplomasi yang lebih efektif dan relevan dalam era globalisasi yang semakin terhubung secara budaya dan digital.
Branding Indonesia with Agrotourism In Ciwidey Indonesia and Perth Australia Sjarif, Safaruddin Husada; Yunus, Ulani; Limarandani, Ni Putu; Ramonita, Latifa; Shiong, Pong Kok
Ilomata International Journal of Social Science Vol. 5 No. 4 (2024): October 2024
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v5i4.1161

Abstract

This study examines the implementation of Indonesian branding in the agrotourism sector in Ciwidey, Indonesia, and Perth, Australia. Agrotourism is chosen for its potential to introduce and promote Indonesia's natural resources, culture, and quality products to local and international tourists. Utilizing a qualitative method with a descriptive approach, the research involves case studies with open interviews and observed data collection. Data is gathered through interviews with key stakeholders and the study of materials related to the agrotourism industry in both locations, participant observation, content analysis, focus group discussions, data collection methods with semi-structured surveys and examining documents such as government regulations and promotional materials. Findings indicate that interactions between Indonesians and the Indonesian diaspora in Perth have positively influenced Indonesia's branding. The study highlights the importance of a unified strategy that integrates Ciwidey's agrotourism with the promotion of Indonesian culture in Perth. Real implications include developing a comprehensive marketing strategy, enhancing stakeholder engagement, implementing cultural exchange programs, improving visitor experiences, creating targeted marketing campaigns, increasing digital promotion and social media engagement, and promoting sustainable practices with community involvement. These actions can strengthen Indonesian branding in the agrotourism sector, enhance visitor experiences, and promote cultural exchange, ultimately boosting tourism and economic growth in both regions.
The Implementation of Bank as a Service Marketing Communication Strategy in Increasing the number of customers on blu by BCA Digital Husada, Safaruddin; Aruman, Akhmad Edhy
Journal of Communication and Public Relations Vol. 3 No. 1 (2024): Journal of Communication & Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/105003120243

Abstract

Marketing communication activities through strategies to develop market penetration and brand positioning strategies are very significant efforts for blu by BCA Digital. blu is an all-in- one banking product that is a solution to answer the financial and non-financial needs of digital savvy through an interconnected digital ecosystem, as well as spreading brand awareness for the BCA Digital platform. This study aims to identify blu's marketing communication strategy with the implementation of public relations, marketing mix, efforts and challenges in their promotional activities. This research also seeks to find the most dominant form of blu's promotional efforts. Descriptive qualitative method is used in this study. The data collection was carried out through non-participant observation, in-depth interviews, literature review and archiving. Key informants were obtained through purposive sampling technique. Data analysis was carried out by means of data reduction, data presentation and verification. shows that blu is very dominant and active in carrying out digital promotional mixes through mobile application platforms, social media and establishing collaborative partnerships with various communities to build ecosystems. In addition, blu also has the goal of educating its multi-segment target audience to make blu's digital banking relevant to everyday life. blu launched a mobile banking application which as of December 2022, the users achieve more than 1.1 million people. This achievement could not have been separated from good collaboration and integration with fintech partners, cooperation with companies and various universities with bank as a service or blu access is installed in the partner’s applications.
Pengembangan Agrowisata dan Pemberdayaan Petani Kopi di Ciwidey, Jawa Barat Melalui Pendampingan oleh Akademisi Ramonita, Latifa; Yunus, Ulani; Husada, Safaruddin
J-Dinamika : Jurnal Pengabdian Masyarakat Vol 10 No 1 (2025): April
Publisher : Politeknik Negeri Jember

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Abstract

Ciwidey as a coffee-producing highland in West Java that has beautiful panorama offers opportunities for agro-tourism development. Unfortunately, this potential has not yet been developed optimally. This research seeks to explore collaboration between academics and stakeholders in the development of sustainable agro-tourism in the Ciwidey area. Through on-site training related to agro-tourism and in-depth interviews with the community, this study seeks to reveal the importance of sharing knowledge and resources, as well as joint learning to encourage innovation and involvement of local communities. Through efforts to bridge the gap between academia and industry, it is hoped that this collaborative model can help develop the socio-economic prospects of the Ciwidey community, contributing to the efforts to preserving Sundanese culture and its environment. Descriptive qualitative methods by applying Rogers' Diffusion of Innovation theory is applied for this research methodology, involving 11 informants. The results of this activity help provide a roadmap for stakeholders who want to develop agro-tourism in Ciwidey, encouraging sustainable empowerment and partnerships between academia and industry.
Community engagement in digital banking: Insights from Jakarta and Perth Husada, Safaruddin; Yunus, Ulani; Ramonita, Latifa; McMahon, Mark
Jurnal Kajian Komunikasi Vol 13, No 1 (2025): June 2025
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jkk.v13i1.61278

Abstract

Background: In the digital era, community engagement plays a pivotal role in driving market share expansion in the banking sector, yet the impact of such initiatives across diverse regulatory and cultural contexts remains underexplored. Purpose: This study examines the influence of community engagement on the digital bank market share in Jakarta, Indonesia, and Perth, Australia, while addressing disparities in digital access and customer experience. Methods: Employing a quantitative methodology, the study analyzed structured surveys from 300 respondents (150 each from Jakarta and Perth) to uncover relationships between community engagement and market expansion. Results: Findings reveal that robust community engagement significantly enhances customer loyalty and market share in Jakarta, with digital literacy and infrastructure playing a critical role. In Perth, the effect is moderated by regulatory environments emphasizing innovation and consumer trust. These outcomes are inferred through improvements in technical capability, information/media literacy, and user experience, which serve as foundational mediators fostering customer trust, loyalty, and ultimately market expansion. Conclusion: Community engagement is a vital strategy for expanding digital banking market share, yet its effectiveness is contingent on contextual factors such as digital literacy, regulatory frameworks, and customer preferences. Implications: Practically, banks should tailor engagement strategies to local needs, focusing on building trust and addressing digital divides. Theoretically, this research extends the application of Digital Divide Theory in understanding digital banking adoption across contrasting contexts.
Komunikasi Pemasaran Offline to Digital (O2O) PT. Bank Aladin Syariah Tbk. Husada, Safaruddin; Yunus, Ulani
Jurnal Pustaka Komunikasi Vol 7, No 1 (2024): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v7i1.3896

Abstract

This study investigates PT Bank Aladin Syariah Tbk's marketing communication strategy transitioning from online to offline (O2O) channels, aiming to enhance customer engagement. Employing qualitative descriptive methodology, data were collected through non-participant observation, literature review, and archival analysis, utilizing purposive sampling for key informant selection. Data analysis involved reduction, presentation, and verification. Findings reveal Bank Aladin's active utilization of digital promotional mix via social media platforms and partnership collaborations with Alfamart convenience stores, employing a co-branding strategy to maintain hard-selling approaches for customer acquisition and third-party funds. Moreover, Bank Aladin launched a Shariah-compliant banking application with user-friendly and seamless features, garnering 3.2 million downloads and over 1.7 million registered users since December 2022. This study underscores the efficacy of integrating online platforms and strategic partnerships in enhancing customer outreach and service delivery within the Islamic banking sector.
Marketing Communication Strategy in Peer-to-Peer Lending for Indodana Online Loan Services to Appeal to Millennial Customers Putra, Aditya Eka; Husada, Safaruddin; Fianto, Latif
Journal of Research on Business and Tourism Vol. 4 No. 1 (2024): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104004120243

Abstract

The impact of the internet on financial technology, or fintech, is evident in the marketing of various goods, particularly online loans through peer-to-peer lending platforms. Indodana, by leveraging advancements in information technology, has actively developed a marketing communication strategy to appeal to the millennial generation. This research employs qualitative methods to evaluate the marketing communication strategy applied to Indodana's online loan products, focusing on how the company develops and implements this strategy to attract millennial customers. Information was collected through interviews, observations, literature reviews, and online searches involving informants, including members of the marketing team, online loan clients, and potential customers. Utilizing a seven-stage marketing communication approach, encompassing goal setting, objective establishment, message content creation, media selection, development of the promotional mix, budgeting, and evaluation, the study found that Indodana's marketing communication strategy is highly advantageous. The use of innovative information technology and online media channels effectively attracts customers and potential clients with clear and appealing content. Furthermore, addressing the uneven access to information technology is crucial to ensuring the continued accessibility of offline services.  
Exploring Indonesia’s Diaspora Branding through Healthcare: A Gendered Communication Perspective in Perth, Australia Ramonita, Latifa; Husada, Safaruddin; Yunus, Ulani; Moannissa, Anggi
Sawwa: Jurnal Studi Gender Vol. 20 No. 2 (2025): October
Publisher : Pusat Studi gender dan Anak (PSGA) Universitas Islam Negeri Walisongo Semarang

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Abstract

Using qualitative methods grounded in social identity theory and transnational feminism, this research explores how Indonesian female health professionals act as cultural ambassadors through their professional roles and community engagements. This study explores the phenomenon of Indonesia’s diaspora branding in Perth, Australia through the experiences of female healthcare workers, with a specific focus on the communicative strategies that foster cultural identity and professional integration. The participants navigated multiple identities as healthcare professionals, women, migrants, and cultural ambassadors. They balanced their professional duties with maintaining their cultural heritage. Moreover, their deep understanding of Indonesian values contributed to their ability to provide culturally sensitive care. This competence not only benefited patients from similar backgrounds but also enriched the multicultural fabric of the healthcare setting. Though these women faced challenges, such as balancing professional responsibilities with family roles, they provided opportunities to showcase strengths such as empathy and caregiving, which are essentials in the healthcare sector. The study was limited to Indonesia female diaspora who live in Perth, Australia. The results provide insights into the intersections of communication, gender, and migration, contributing to an understanding of how identity is negotiated and represented in multicultural contexts. Implications for intercultural communication and diaspora identity promotion are discussed.
Co-Authors Aditya Eka Putra, Aditya Eka Aruman, Akhmad Edhy Latif Fianto Limarandani, Ni Putu McMahon, Mark Moannissa, Anggi Oktaviani, Diva Firly Ramonita, Latifa Shiong, Pong Kok Yunus, Ulani