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All Journal Jurnal Dakwah dan Komunikasi Jurnal Multidisiplin Indonesia
Lilis Satriah
Universitas Islam Negeri Sunan Gunung Djati Bandung
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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The Effect Of Corporate Advertising And Social Campaigns On Consumer Perceptions: A Case Study Of Coca-Cola's 'Together Tastes Better' Campaign In Indonesia During The Covid-19 Pandemic Muhammad Rozan Fikri; Vivi Silvia Huri; Lilis Satriah; Imron Rosyidi; Mohammad Afid Syafiri
Jurnal Dakwah dan Komunikasi Vol. 11 No. 1 (2026)
Publisher : Institut Agama Islam Negeri (IAIN) Curup

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29240/jdk.v11i1.16413

Abstract

Purpose − This study aims to analyze the influence of corporate advertising, especially in the form of social campaigns, on consumer perception of the Coca-Cola brand during the COVID-19 pandemic in Indonesia. The main issue examined was how the "Together Tastes Better" campaign can create an emotional connection with consumers while conveying relevant social messages about togetherness in the face of adversity.   Method − A qualitative approach is used with the case study method, which allows researchers to explore in depth how audiences respond to advertising in the context of local social and cultural settings. The data collection technique involved semi-structured interviews, participatory observation, and documentation, with participants consisting of consumers exposed to the campaign through social media and digital platforms.   Findings − Key findings from the study show that these ads successfully elicit emotional engagement from audiences, enhance the relationship between Coca-Cola and social values such as togetherness, and strengthen the brand image in the eyes of consumers. These findings contribute to the understanding of corporate advertising that prioritizes social and cultural issues, as well as the influence of social media in amplifying message impact. In conclusion, corporate advertising that incorporates social values can strengthen relationships with consumers and increase brand loyalty. The study suggests that companies should make better use of social media as an effective advertising distribution channel, and recommends further research to explore the impact of advertising in the broader context of local culture.     
TIPOLOGI RETORIKA DAKWAH DIGITAL: ANALISIS KOMPARATIF ETHOS, PATHOS, DAN LOGOS PADA TIGA ARKETIPE PENDAKWAH YOUTUBE INDONESIA Ikba Nursamsi; Hikmatussahri Ramadan; Nova Prihatina; Lilis Satriah
Jurnal Multidisiplin Indonesia Vol. 4 No. 3 (2026): September: Jurnal Multidisiplin Indonesia
Publisher : PT. ALHAFI BERKAH INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62007/joumi.v4i3.827

Abstract

Digital dawah in Indonesia demonstrates an increasingly complex diversity of communication styles alongside the transformation of YouTube into a new space of religious authority. Previous studies have tended to examine dawah rhetoric on a single figure separately using Aristotle's framework of ethos, pathos, and logos, without comparing how these three pillars manifest differently across distinct communicator archetypes. This study aims to construct a typology of digital dawah rhetoric by comparing three archetypes of Indonesian YouTube preachers who represent different bases of authority: charismatic-traditional, personal-emotional, and cognitive-instructional. The study employs a descriptive qualitative approach with a cross-case meta-synthesis method applied to three cases of digital dawah rhetoric that have been academically documented. The results of the study show that ethos, pathos, and logos do not operate uniformly, but rather undergo modulation in accordance with the communicator's basis of authority: ethos can originate from scholarly lineage (sanad), personal authenticity, or precision of memory and reference; pathos can be based on a theology of joy, personal humor, or be barely prominent; while logos can take the form of simple syllogisms, everyday analogies, or philological deconstruction. The novelty of this study lies in the formulation of a typological model that positions cognitive mechanisms (Method of Loci, Dual Coding) as variations of classical ethos and logos, rather than as separate frameworks, while simultaneously proposing that rhetorical effectiveness is determined by the alignment between the communicator's basis of authority and the psychological-cognitive character of the target audience. The implications of this study provide a map of rhetorical strategies for digital da'is (preachers) according to their basis of authority and the audience segmentation they wish to target, while expanding the scope of Aristotle's rhetorical theory within contemporary Islamic Communication and Broadcasting studies.
Retorika Ethos, Pathos, dan Logos dalam Dakwah Digital: Studi Komparatif Tiga Dai Indonesia Ikmal Maulana Akbar; Irfan Hq; Muhammad Fahmi Syihab; Lilis Satriah; Zainal Abidin
Jurnal Multidisiplin Indonesia Vol. 4 No. 3 (2026): September: Jurnal Multidisiplin Indonesia
Publisher : PT. ALHAFI BERKAH INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62007/joumi.v4i3.831

Abstract

This study comparatively examines how three contemporary Indonesian preachers, KH. Abdullah Gymnastiar (AA Gym), Ustadz Aa Hilman Fauzi, and KH. Athian Ali, construct their digital da'wah rhetoric and negotiate religious authority through distinct strategic pathways, particularly amid the character crisis facing contemporary da'wah communicators. A qualitative multiple case study design was applied. Data were collected through non-participant observation, documentation, and verbatim transcription of sermon content on YouTube and Instagram, then analyzed using Miles and Huberman's interactive model modified with three theoretical frameworks: Cicero's the good man speaks well principle, elocutionary theory combined with the Qaulan typology, and Aristotle's ethos-pathos-logos model. Source and method triangulation ensured data validity. Three distinct rhetorical patterns emerged. AA Gym constructs authority through personal character and spiritual depth. Ustadz Aa Hilman Fauzi relies on elocutionary skill and Qaulan application as a tool for psychological conflict resolution. KH. Athian Ali builds authority through textual-normative argumentation. These findings confirm that digital religious authority is plural and negotiable according to audience segmentation. Theoretically, the study integrates three rhetorical traditions into a single comparative framework; practically, it offers guidance for developing more contextual da'wah rhetoric training. Further research incorporating the congregation's perspective is recommended.
Co-Authors Hikmatussahri Ramadan Ikba Nursamsi Ikmal Maulana Akbar Imron Rosyidi Irfan Hq Mohammad Afid Syafiri Muhammad Fahmi Syihab Muhammad Rozan Fikri Nova Prihatina Vivi Silvia Huri Zainal Abidin