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All Journal Transformasi: Jurnal Pengabdian Masyarakat Professional : Jurnal Komunikasi dan Administrasi Publik Jurnal Terapan Abdimas Komuniti : Jurnal Komunikasi dan Teknologi Informasi urnal Interaksi: Jurnal Ilmu Komunikasi Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis AL-ULUM : Jurnal Ilmu Sosial dan Humaniora Jurnal Politikom Indonesiana ASEAN Journal of Community Engagement Jurnal Teknologi Informasi dan Komunikasi Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Jurnal Dakwah dan Komunikasi Journal of Communication Studies The International Journal of Politics and Sociology Research Abdi Geomedisains Jurnal Ilmu Komunikasi Proceeding ISETH (International Summit on Science, Technology, and Humanity) Abdi Teknoyasa Jurnal Keilmuan dan Keislaman Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi Jurnal Audiens Jurnal Indonesia : Manajemen Informatika dan Komunikasi Proceedings of Jogjakarta Communication Conference (JCC)
Sidiq Setyawan
Universitas Muhammadiyah Surakarta
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Solo Technopark Integrated Marketing Communication Strategy for Building a Brand Image as an Innovative Science and Technology Hub Dinah Afianti; Sidiq Setyawan
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7603

Abstract

Purpose: This study aims to analyze the integrated marketing communication (IMC) strategies implemented by Solo Technopark in building its brand image as an innovative science and technology hub, and to identify the challenges encountered in integrating the elements of the IMC mix. Methodology: This study employs a descriptive qualitative approach. Data were collected through interviews, observations, and documentation, with informants selected using snowball sampling. The collected data were then analyzed using the Miles and Huberman interactive model, comprising data reduction, data display, and conclusion drawing/verification. Results: The findings indicate that Solo Technopark has implemented all elements of the IMC mix, namely advertising, sales promotion, personal selling, public relations, and direct and digital marketing. Its brand image has been successfully strengthened through the uniqueness of its flagship programs, free coworking spaces, and digital media tailored to its target audience. However, the integration of these IMC elements remains constrained by several internal operational challenges, including inter-departmental communication synchronization, publication timeline management, fluctuations in social media engagement, and limitations in the internal workforce’s ability to adapt to digital technology. Applications/Originality/Value: This study offers practical recommendations for strengthening cross-departmental coordination and enhancing digital marketing capabilities within science and technology park institutions. It contributes to the limited literature on IMC strategy implementation in Indonesian science and technology hub and provides valuable insight for similar institutions seeking to build a competitive, innovative brand image.
PENDAMPINGAN PEMBUATAN KONTEN PROMOSI MEDIA DIGITAL BAGI GURU TK AISYIYAH BUSTANUL ATHFAL 18 KOTA MADIUN Rakhma Widya Dharojah; Latutik Mukhlisin; Novia Prisi Risky Amelia; Sidiq Setyawan
Jurnal Terapan Abdimas Vol. 10 No. 1 (2025)
Publisher : UNIVERSITAS PGRI MADIUN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25273/jta.v10i1.20861

Abstract

Abstract. Playgroups (KB) and Kindergartens (TK) are one of the early childhood education units carried out by providing educational stimuli to help physical and mental growth and development so that children have readiness to enter further education. TK ABA 18 Madiun City is an early childhood education unit owned by the Muhammadiyah Association. In line with the development of the school, promotion is considered necessary to strengthen the school's branding. The community service undertaken by the Muhammadiyah Madiun University team this time focuses on creating social media content. Social media, especially Instagram, is a means of publication used by TK ABA 18 Madiun City. The obstacle in the publication process carried out by TK ABA 18 is the lack of manpower and limitations in managing information that will be published through social media. This service uses a descriptive method, to be able to explore what deep information is needed by the partners. The results of community service that can be seen are an increase in the ability of teachers to manage social media both content creation and Instagram display upgrades. At the beginning of the observation team there were only 7 posts, currently it has reached 35. The increase in the number of followers also occurred from the beginning of only 72 to 191. and the most important thing is the active involvement of the school committee in content management.   Abstrak. Kelompok Bermain (KB) maupun Taman kanak – kanak (TK) merupakan salah satu satuan Pendidikan anak usia dini yang dilakukan melalui pemberian rangsangan pendidikan untuk membantu pertumbuhan dan perkembangan jasmani dan rohani agar anak memiliki kesiapan dalam memasuki pendidikan lebih lanjut. TK ABA 18 Kota Madiun merupakan satuan Pendidikan anak usia dini yang dimiliki oleh Persyarikatan Muhammadiyah. Sejalan dengan berkembangnya sekolah, maka promosi dirasa perlu dilakukan agar branding sekolah lebih kuat. Pengabdian kepada Masyarakat yang di lakukan oleh Tim Universitas Muhammadiyah Madiun kali ini berfokus pada pembuatan konten media sosial. Media sosial khususnya Instagram menjadi sarana publikasi yang digunakan oleh TK ABA 18 Kota Madiun. Hal yang menjadi kendala pada proses publikasi yang di lakukan oleh pihak TK ABA 18 adalah minimnya tenaga dan keterbatasan dalam pengelolaan informasi yang akan di publikasikan lewat media sosial. Pengadian ini menggunakan metode deskriptif, untuk dapat menggali informasi yang dalam apa saja yang dibutuhkan oleh pihak mitra. Hasil pengabdian Masyarakat yang bisa terlihat adalah peningkatan kemampuan guru dalam mengelola media sosial baik pembuatan konten maupun upgrade tampilan Instagram. Pada awal tim observasi hanya terdapat 7 postingan, saat ini sudah mencapai 35. Peningkatan jumlah pengikut juga terjadi dari awal hanya 72 menjadi 191.dan yang paling penting adalah adanya keterlibatan aktif komite sekolah dalam pengelolaan konten.  
A Qualitative Descriptive Analysis of The Implementation of Integrated Marketing Communication Strategies by AeroStreet Zahra Ozora Amelia; Sidiq Setyawan
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7641

Abstract

Purpose: This study aims to analyse the implementation of integrated marketing communication (IMC) for the Aerostreet brand in the context of digital ecosystem-based marketing communication.Methodology: We employs a descriptive qualitative approach. Data were collected through interviews with purposively selected key informants and direct observation of Aerostreet's marketing communication activities. This study involved a total of 4 informants from Aerostreet : the Brand Director, Marketing Team, CBO Secretary, and Social Media Team Manager.Results: The findings indicate that Aerostreet's IMC implementation has evolved into an adaptive and sales-performance-oriented digital ecosystem. The communication strategy is primarily dominated by digital channels, especially TikTok, which functions as a sales conversion hub through live commerce, affiliate marketing, and data-driven advertising, contributing to a 300% increase in monthly sales compared to offline channels. Instagram, meanwhile, plays a more significant role in brand image development. The study also reveals differences in perceptions between short-term performance orientation and long-term brand identity building, as well as between adaptation to digital trends and communication consistency. Although multiple communication channels have been utilised simultaneously, the integration remains operational and has not yet fully unified the brand's messages and meaning.Applications: Based on the research findings, although there is currently a shift in IMC activities towards online platforms, the study suggests that the use of certain offline strategies, such as sales promotion, is still considered effective for engaging consumers with the brand; consequently, it is hoped that the shift towards digital promotion by the Aerostreet brand will not directly undermine these offlinebased IMC approaches. Furthermore, a balance is also required between data-driven approaches to drive conversions and efforts to build sustainable brand equity.
Co-Authors Adawiali, Robiatul Agus Dwi Anggono Agus Triyono Agustia Landra Nugraha Andika Sanjaya Anfaisa Ibnu Danan Jaya Araiya Madani Sholawati Chasana, Rona R. B. Cut Cahayana Putri Dian Purworini Dinah Afianti Edy Purwo Saputro Eko Purnomo Endang Wahyu Pamungkas Eni Setyowati Fernando, Erhan Johan Hadiba Qotrunnada Handayani, Sri Harun Joko Prayitno Irliana, Jauzaa Salwa Latutik Mukhlisin Lelita Azaria Rahmadiva Malik Ibrahim Maryam Muhammad Fauzi Sulaiman Hanafi Nadia Wiyata Hanif Naidoo, Gedala Mulliah Novia Prisi Risky Amelia Nugraha, Agustia Landra Nuryasin, Naafi' Irsyad Luqman Palupi, Palupi Pikatan, Rakay Satryo Pratama, Galang Andhika Pratama, Tio Putra, Rizky Andika Raisa Setya Rahmadhani Rakhma Widya Dharojah Ramadhan, Muhammad Gilang Restikanaya Sylvana Haryanti Reva Berliani Syahla D.A Riski Apriliani Rona Rizkhy Bunga Chasana Shabrina, Winda Shindu Aji Pramudya Siswanto, Hery Syafani Maulana Syahkist Afi Daib Tri Putra Ramadani Ibrahim Triyanto, Joko Widi Widayat Wili Astuti Yanti Haryanti Yuniansri, Xena Raihan Yuwono, Iswahyudi T. Zahra Ozora Amelia