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All Journal Scriptura: Jurnal Ilmiah Komunikasi SOROT: Jurnal Pengabdian Kepada Masyarakat
Dani Vardiansyah
Universitas Esa Unggul
Civil Engineering, Building, Construction & Architecture Computer Science & IT Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Other

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Eksplorasi TikTok Live dan Affiliate untuk Promosi UMKM Kasomalang Kulon Elfi Elfi; Santi Delliana; Lidya Wati Evelina; Dani Vardiansyah
SOROT : Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 2 (2026): Juli
Publisher : Fakultas Teknik dan Ilmu Komputer (FASTIKOM) UNSIQ

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32699/zs00gz48

Abstract

Kehadiran platform video pendek telah menciptakan alternatif baru bagi pelaku usaha untuk memperkenalkan produk dan menjangkau konsumen secara lebih interaktif. Namun, berbagai fitur yang mendukung aktivitas promosi dan penjualan pada platform tersebut belum banyak dimanfaatkan oleh masyarakat di tingkat desa. Kegiatan pengabdian ini dilaksanakan di Desa Wisata Kasomalang Kulon, Kabupaten Subang, dengan melibatkan lima perwakilan kelompok masyarakat. Program mencakup pengenalan TikTok Live dan TikTok Affiliate, demonstrasi penggunaan aplikasi, latihan pembuatan konten sederhana, serta diskusi mengenai peluang promosi produk lokal melalui platform digital. Hasil pengamatan menunjukkan bahwa peserta memperoleh wawasan baru mengenai penggunaan TikTok untuk mendukung aktivitas usaha dan mulai mengidentifikasi peluang penerapannya pada UMKM yang mereka dampingi. Program ini memperlihatkan bahwa pembelajaran berbasis praktik dapat membantu memperkenalkan strategi promosi digital kepada komunitas lokal sekaligus membuka peluang penyebaran pengetahuan melalui peran peserta sebagai penghubung informasi di lingkungan masyarakat.
Adaptive and Innovative Behavior of Public Relations Officers During the COVID-19 Crisis: Formulating the 5C Model Dani Vardiansyah; Santi Delliana; Lidya Wati Evelina; Erna Febriani
Scriptura Vol. 15 No. 2 (2025): DECEMBER 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.15.2.%p

Abstract

The Covid-19 pandemic disrupted the operational stability of businesses across sectors, forcing Public Relations Officers (PROs) to adapt and innovate rapidly to sustain organizational resilience. This study investigates PRO behavior within organizations ranging from micro, small, and medium enterprises (MSMEs) to national-level institutions, focusing on how communication practitioners navigated crisis-induced uncertainty. Informants were purposively selected PROs who directly managed organizational communication during the pandemic, and data were gathered through in-depth interviews conducted between 2021 and 2022. The urgency of this study lies in the limited empirical documentation of PRO behavioral patterns across organizational scales during COVID-19, despite the pandemic serving as a stress test for crisis communication capacity. Using a postpositivist paradigm and qualitative case study approach, this research employed the Kübler-Ross Change Curve as an analytical indicator to map adaptive and innovative responses. Findings reveal seven behavioral phases: shock, denial, frustration, depression, experiment, innovation decision, and integration; supported by five strategic endeavors: alignment building, communication enhancement, motivation ignition, capability development, and knowledge sharing. The study offers conceptual novelty through the proposed 5C Formula for Adaptation and Innovation, in which changing the paradigm and creating new habits represent adaptive stages. At the same time, creative approaches, channel optimization, and collaborative agreements constitute the innovation stages. This formula contributes an integrative framework for understanding PRO crisis behavior and offers practical guidance for future organizational communication strategies in prolonged disruptive conditions.
Co-Authors Elfi Elfi Febriani, Erna Lidya Wati Evelina Lidya Wati Evelina Santi Delliana