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All Journal MediaKom : Jurnal Ilmiah Ilmu Komunikasi PRofesi Humas Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia AL MUNIR : Jurnal Komunikasi dan Penyiaran Islam Bricolage : Jurnal Magister Ilmu Komunikasi Jurnal Abdi Masyarakat Indonesia Prosperity: Journal of Society and Empowerment Jurnal Visi Komunikasi ASPIRATION Journal Jurnal Abdimas Perbanas Jurnal Riset Manajemen Komunikasi Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Jurnal Komunikasi Global Mediator: Jurnal Komunikasi Inovasi Jurnal Pengabdian Masyarakat (IJPM) Jurnal Audiens
Kurniawan Prasetyo
Universitas Mercu Buana
Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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The battle of hashtag on Twitter: Unraveling the pioneers of influence in social media marketing Bate, Andi Pajolloi; Prasetyo, Kurniawan
Bricolage : Jurnal Magister Ilmu Komunikasi Vol 10, No 1 (2024): Accredited by Kemenristekdikti RI SK No.152/E/KPT/2023
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/bricolage.v10i1.4833

Abstract

This research aims to identify Key Opinion Leaders (KOLs) in hashtag marketing campaigns on social media using Social Network Analysis (SNA) method. The study explores the social network formed in the campaign between #TimPakeSendok and #TimPakeTangan to identify influential users who play a significant role in the dissemination and reach of the campaign based on degree centrality, betweenness centrality, and eigenvector centrality analysis. The study finds that actors with many followers on Twitter tend to have high centrality levels, both in terms of degree centrality, betweenness centrality, and eigenvector centrality, indicating that they are actively connected to other actors in the network, act as effective intermediaries between other actors, and have meaningful connections with other influential actors in the network during this hashtag marketing campaign. However, the closeness centrality measurement indicates that actors with significant closeness centrality are those with fewer followers. Other findings show that sharing opinions and interacting with other users in the hashtag campaign create a sense of togetherness and affinity within groups with similar interests.
Scale Up BUMDes Through Digitalization and Network Development at BUMDes in Lumintu, Mojorembun, Blora District Nur Fitri, Alifa; Rahmi, Amelia; Hilmi, Mustofa; Diyana, Dinunah; Prasetyo, Kurniawan
Prosperity: Journal of Society and Empowerment Vol. 5 No. 2 (2025): December
Publisher : Universitas Islam Negeri Walisongo Semarang, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/prosperity.v5i2.20579

Abstract

This study aims to assess the impact of the Asset-Based Community-Driven Development (ABCD) approach on the development of Village-Owned Enterprises/Badan Usaha Milik Desa (BUMDes) in Lumintu Village, Mojorembun Village, Blora District. The scope of the research includes aspects of organisational management, product digitalization, network development, and public relations. The method used was descriptive qualitative. Data collection techniques used interviews, observation, and documentation. The assistance was conducted through product digitalization training, company profile video creation, and social media optimisation, which proved to expand the market reach and improve the operational effectiveness of BUMDes. The results show that digital transformation and strengthening the organisational structure can improve business competitiveness and strengthen strategic networks with the government and neighbouring companies. These findings provide important empirical evidence on the effectiveness of an asset-based approach in empowering rural communities economically. This study also confirms the urgency of digitalization for microenterprise development in rural areas. Recommendations for future research include a quantitative impact analysis of digitization with a broader scope and an exploration of more effective networking strategies. These will support the development of a sustainable rural empowerment model.
INTERNAL COMMUNICATION SYSTEMS AND INVESTOR SERVICE PERFORMANCE: EVIDENCE FROM AN INDUSTRIAL ESTATE COMPANY IN INDONESIA Lestari, Budi; Prasetyo, Kurniawan; Majeed, Ali Nazar
MediaKom : Jurnal Ilmiah Komunikasi Vol 15, No 2 (2025): Mediakom Jurnal Ilmiah Ilmu Komunikasi
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/mediakom.v15i2.37968

Abstract

This study examines the effectiveness of internal communication systems in enhancing investor service performance, with empirical evidence from an industrial estate company in Indonesia. In the contemporary organizational context, effective internal communication is a strategic resource that supports coordination, accuracy, and service responsiveness, particularly in investor-oriented services. Grounded in Organizational Communication Theory, this research adopts Hardjana’s communication effectiveness framework, which emphasizes receiver, content, media, format, source credibility, and timing as key dimensions. The study aims to assess the effectiveness of the Dynamic Archival Information System (SIKD) as an internal communication medium in supporting investor services at PT Jakarta Industrial Estate Pulogadung (PT JIEP). This research employs a quantitative descriptive approach using a survey method. Data were collected through structured questionnaires distributed to 77 employees directly involved in administrative and investor service activities. The data were analyzed using descriptive statistics and the Likert Summating Rating (LSR) technique to measure the effectiveness of the internal communication system. The results indicate that SIKD is highly effective as an internal communication medium, with the overall score falling into the “very effective” category. All six dimensions of communication effectiveness demonstrate strong performance, with timeliness and source credibility emerging as the most dominant factors. These findings are consistent with organizational communication theory, which posits that effective internal communication enhances coordination and service quality. The study confirms that a well-managed internal communication system significantly contributes to improved investor service performance. In conclusion, this research highlights the strategic role of digital internal communication systems in supporting investor services. Effective internal communication not only strengthens internal coordination but also enhances organizational credibility and service excellence in investor relations
PERSUASIVE COMMUNICATION STRATEGIES IN ENVIRONMENTAL CAMPAIGNS: A COMPARATIVE STUDY OF THE BODY SHOP INDONESIA AND ECOTON FOUNDATION Iqbal, Muhamad Iqbal; Prasetyo, Kurniawan
MediaKom : Jurnal Ilmiah Komunikasi Vol 15, No 2 (2025): Mediakom Jurnal Ilmiah Ilmu Komunikasi
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/mediakom.v15i2.37969

Abstract

Indonesia is currently facing an unprecedented waste management emergency, with annual production reaching 69.7 million tons. This research provides a comprehensive analysis of the persuasive communication strategies utilized by two prominent yet distinct actors: The Body Shop Indonesia (commercial) and Ecoton Foundation (non-commercial). By employing a qualitative case study methodology, this study dissects digital narratives, symbolic messaging, and community engagement frameworks across multiple social media ecosystems. The findings reveal a dichotomy in persuasive approaches; The Body Shop employs "soft" persuasion integrating green marketing, celebrity ethos, and consumer rewards to cultivate sustainable lifestyle choices. In contrast, Ecoton utilizes "hard" persuasion grounded in scientific advocacy, visual pathos, and legal pressure to catalyze grassroots mobilization and systemic policy shifts. This expansion explores the implications of these strategies on public perception and behavioral change. The study concludes that the intersection of market-driven ethics and radical environmental advocacy is fundamental to mitigating Indonesia's plastic crisis and fostering long-term ecological resilience.
DIGITAL INFLUENCERS AS KNOWLEDGE FACILITATORS: EXAMINING THE IMPACT OF GERALD VINCENT’S CONTENT Prasetyo, Kurniawan; Irfan, Muhammad Esya; Bate, Andi Pajolloi; Iqbal, Muhamad
ASPIRATION Journal Vol. 6 No. 2 (2025): November Edition of ASPIRATION Journal
Publisher : ASPIKOM Jabodetabek Region

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56353/aspiration.v6i2.91

Abstract

The advancement of digital media has driven social media and influencer figures into key information providers that are increasingly relied on by the public, especially the youth generation.  This study aims to analyze how Gerald Vincent’s social media content (@GeraldVincentt), fulfills the informational needs of his followers and contributes to digital literacy. This study used a quantitative approach through survey of 100 active followers of Gerald Vincent on Instagram and TikTok platforms, employing correlation analysis and simple linear regression. The results indicate a moderate to strong positive correlation between audience engagement with social media content and information fulfillment (r = 0.609). Regression analysis confirms that Gerald Vincent’s content significantly enhances knowledge acquisition among his followers (43.1%). This study concludes that a social media influencer has the potential to play a role as a knowledge facilitator, but still requires concern regarding  the credibility aspect and accuracy of information in knowledge dissemination in digital media.
BRAND IMAGE AND BRAND ASSOCIATION AS PREDICTORS OF PURCHASE INTENTION: EXAMINING THE PRO-ISRAEL PRODUCT CONTEXT Kurniawan Prasetyo; Siti Muslichatul Mahmudah; Muthia Rahayu
Jurnal Visi Komunikasi Vol. 25 No. 01 (2026): MEI 2026
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Brand image and brand association are key elements in building brand identity and perception in the eyes of consumers. Understanding how brand image and brand associations influence consumer purchase intention is critical to business sustainability. When products are associated with sensitive issues such as political issues, such as pro-Israel, it can affect consumer perception in a more complex way. The boycott, divestment, sanctions (BDS) movement calls on followers to abandon major brands because of their direct involvement in supporting Israeli atrocities against Palestinians. Pro-Israel associated products can also have associations with certain political values, beliefs or identities associated with supporting Israel. These associations can influence how consumers perceive the product. Product association with pro-Israel issues can affect consumer purchase intention. This study aims to identify and analyze the influence of brand image and brand association on consumer purchase intention on products with pro-Israel associations. The results of this study identify that brand image and brand association have a significant influence on consumer purchase intention for products with pro-Israel associations, at a rate of 68.9%. Brand image demonstrates a very strong influence (60.5%), where consumers' perceptions of the brand image affect their purchasing decisions. Similarly, a strong and positive brand association also increases purchase intention by 60.2%. The combination of a positive brand image and strong brand association simultaneously shows a highly significant impact on consumer purchase intention. 
Manajemen Komunikasi Humas Pesantren dalam Pemulihan Kepercayaan Publik Pasca Isu Kontroversi Haekal Fajri Amrullah; Ahmad; Abbas Mansur Tamam; Kurniawan Prasetyo
Jurnal Riset Manajemen Komunikasi Volume 6, No. 1, Juli 2026, Jurnal Riset Manajemen Komunikasi (JRMK)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrmk.v6i1.9911

Abstract

Abstrak. Pesantren memainkan peran strategis dalam sistem pendidikan nasional; namun, keberlanjutannya sangat bergantung pada kepercayaan publik dan reputasi institusional. Studi ini bertujuan untuk menganalisis bagaimana manajemen komunikasi hubungan masyarakat (PR) dapat dioptimalkan untuk memulihkan kepercayaan publik pada Pondok Pesantren Minhaj Shahabah setelah krisis. Studi ini didasarkan pada teori manajemen komunikasi dan model hubungan masyarakat. Pendekatan studi kasus kualitatif digunakan, dengan data yang dikumpulkan melalui wawancara mendalam. Informan kunci dalam penelitian ini meliputi Ketua Yayasan dan Direktur SDM, Marketing & Humas. Temuan menunjukkan bahwa kegagalan komunikasi seperti respons yang tertunda, kurangnya transparansi, dan keterlibatan pemangku kepentingan yang terbatas berkontribusi pada munculnya krisis kepercayaan. Namun, implementasi strategi komunikasi terstruktur, termasuk pengembangan prosedur operasi standar, platform komunikasi digital untuk orang tua, dan program keterlibatan dua arah, secara bertahap telah meningkatkan hubungan pemangku kepentingan dan citra institusi. Studi ini menekankan bahwa manajemen komunikasi yang efektif, yang didukung oleh adaptasi digital dan pendekatan berbasis nilai, sangat penting untuk membangun kembali kepercayaan publik dan memastikan keberlanjutan lembaga pendidikan Islam dalam lanskap komunikasi kontemporer. Abstract. Islamic boarding schools (pesantren) play a strategic role in the national education system. However, their sustainability is highly dependent on public trust and institutional reputation. This study aims to analyze how public relations (PR) communication management can be optimized to restore public trust in Pondok Pesantren Minhaj Shahabah following a crisis. The study is grounded in communication management theory and public relations models. A qualitative case study approach was employed, with data collected through in-depth interviews. Key informants in this study include the Chairperson of the Foundation and the Director of HR, Marketing & Public Relations. The findings indicate that communication failures, such as delayed responses, lack of transparency, and limited stakeholder engagement contributed to the emergence of a trust crisis. However, the implementation of structured communication strategies, including the development of standard operating procedures, digital communication platforms for parents, and two-way engagement programs, has gradually improved stakeholder relationships and institutional image. This study emphasizes that effective communication management, supported by digital adaptation and value-based approaches, is essential for rebuilding public trust and ensuring the sustainability of Islamic educational institutions in the contemporary communication landscape.
Memberdayakan UMKM Berbasis Komunitas melalui Konten Digital Inklusif: Program Pelatihan Kreatif untuk Social Media Engagement Kurniawan Prasetyo; Siti Muslichatul Mahmudah; Rio Meilandri
ABDISOSHUM: Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Vol. 4 No. 3 (2025): September 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/abdisoshum.v4i3.6262

Abstract

This community service program was initiated in response to the limited capacity of community-based MSMEs in utilizing inclusive digital content to improve their marketing performance and customer engagement. Many MSMEs struggle with creating visually appealing and accessible content due to a lack of technical skills, strategic planning, and understanding of digital branding. The goal of this activity was to empower MSMEs and vocational school students in South Tangerang by enhancing their ability to create inclusive, creative, and impactful social media content. The program applied a participatory empowerment approach, combining training, mentoring, and hands-on workshops. The results showed a significant improvement in the participants’ skills in content creation, digital branding, and audience engagement strategies. Participants also demonstrated behavioral changes, such as consistent posting schedules and increased use of storytelling formats. The activity received wide community appreciation and was featured in multiple online media, indicating strong public relevance. It also aligned with several Sustainable Development Goals (SDGs), particularly in quality education, economic growth, and innovation. In conclusion, the service program effectively contributed to building digital competence and inclusive communication practices among MSMEs. Future initiatives are encouraged to adopt adaptable, inclusive, and community-oriented approaches to maximize impact and sustainability.
Digital Communication Skills: Migrants and Cultural Identity Melly Ridaryanthi; Kurniawan Prasetyo; Anindita Anindita; Nur Kholisoh
Jurnal Abdimas Perbanas Vol. 7 No. 1 (2026): Jurnal Abdimas Perbanas
Publisher : Institut Keuangan-Perbankan Dan Informatika Asia Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56174/jap.v7i1.1071

Abstract

The digital age has transformed how people communicate, access information, and build personal and professional networks. For many communities, particularly migrant workers and individuals in underserved areas, there remains a gap in digital literacy that hinders their ability to fully leverage the benefits of digital communication and intercultural communication competence. Despite widespread access to smartphones and the internet, many community members face challenges in effectively using digital tools for meaningful engagement, personal growth, and professional development. This community service program aims to equip participants with essential digital communication skills, enabling them to access valuable online information, maintain social connections, and develop personal branding strategies. The community service conducted towards Indonesia Migrant Workers in Penang, Malaysia. Participation of all attendees were very enthusiastic regarding the topic and gave feedbacks as necessary. This activity could cater the cognitive level of audiences by providing understanding regarding intercultural communication competence developed in using digital devices which beneficial for migrant workers. After the activity, audience could enhance digital literacy for accessing and evaluating online information, strengthen social connections through responsible digital communication, and improve intercultural communication competence.
Content Analysis of Online News Portal Coverage of Covid-19 Vactination Issues in Indonesia Kurniawan Prasetyo; Heribertus Elingga Ajitrisna
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Vol. 8 No. 2 (2023): December 2023 - Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/jkiski.v8i2.762

Abstract

Online news portal is the substantial sources of information for the public, especially regarding the COVID-19 vaccination. Reviewing emerging themes and content on online news portals can provide insight for policymakers and stakeholders to interpret the diversity of information flows. The purpose of this study is to describe the tendency of presenting news and the objectivity of reporting on the online news portal kompas.com regarding the issue of covid-19 vaccination in Indonesia. This study uses the concept of objectivity which is divided into two dimensions, namely the factual dimension and the impartial dimension. The factual dimension contains sub-dimensions of truth, informative, and relevance. The impartiality dimension consists of balance and neutrality sub-dimensions. This research uses quantitative content analysis method. The population in this study is news text articles on news portal Kompas.com from January 1 to March 31, 2021 as many as 1,961 news, with a margin of error of 8%, obtained a sample of 145 news. Based on the research results, Kompas.com presents news in hard news format using short paragraphs. In relation to the COVID-19 vaccination, Kompas.com presents a lot of news related to the implementation of the COVID-19 vaccination with the government (both central and regional) as the main resource person. Regarding objectivity, there is a clear effort from Kompas.com in producing objective news that already looks good, but the standard of objectivity must be further improved.
Co-Authors Abbas Mansur Tamam Ahmad Amelia Rahmi Andi Pajolloi Bate Andi Pajolloi Bate Anindita Anindita Budi Lestari Diyana, Dinunah Eka Perwitasari Fauzi ENDRI ENDRI Haekal Fajri Amrullah Heribertus Elingga Ajitrisna Iqbal, Muhamad Iqbal Irfan, Muhammad Esya Majeed, Ali Nazar Melly Ridaryanthi Muhamad Iqbal Muhamad Iqbal Mustofa Hilmi Muthia Rahayu Nur Fitri, Alifa Nur Kholisoh Rio Meilandri Siti Muslichatul Mahmudah Siti Muslichatul Mahmudah Yuni Tresnawati