Garuda - Garba Rujukan Digital

STRATEGI KOMUNIKASI PUBLIC RELATIONS SMAN 10 KOTA BOGOR DALAM MEMBANGUN CITRA POSITIF DI AKUN MEDIA SOSIAL INSTAGRAM Tumpak Panggabean, Yohanes; Suparman; Riyanto, Sutisna; Dharmawan, Leonard; Khairunisa, Anggi Widia; Awalina, Salwa Putri
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 5 No. 4 (2024): NIVEDANA: Jurnal Komunikasi & Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v5i4.1436

This study delves into the public relations communication strategies implemented by SMAN 10 Kota Bogor through its Instagram account to build a positive image. Guided by the Agenda Setting Theory, the research examines how media influences public perception by highlighting specific issues. The study employs a descriptive qualitative method, with data obtained through in-depth interviews with the public relations team, the principal, and student representatives who follow the school’s Instagram account. The findings reveal that the public relations team utilizes Instagram as the primary platform to share information about academic achievements, extracurricular activities, and other school events. Content is strategically designed to highlight the school’s strengths and foster a positive image. Consistent and creative strategies, including proper scheduling of posts, enhance user engagement. Content formats such as photos and videos effectively capture attention, aligning with Instagram’s visual-centric nature. These strategies successfully establish SMAN 10 Kota Bogor’s branding as an active and accomplished public school. The increasing number of followers, interactions, and inquiries regarding enrollment demonstrate the strategy’s effectiveness. Moreover, SMAN 10 Kota Bogor was recognized as the second- best social media platform in West Java by the Directorate of Senior High School Development, West Java Provincial Education Office. This study underscores the importance of systematic approaches and two-way interactions in building a positive school image on social media.

Pengaruh Foto Produk terhadap Minat Beli Konsumen pada Akun Instagram @skintificid Arimiawati, Intan; Moenawar, Mohamad Ghozali; Suparman, Suparman; Muhammad, Badar; Manisya, Nabhila; Awalina, Salwa Putri
Reviu Akuntansi, Manajemen, dan Bisnis Vol. 4 No. 2 (2024): Desember
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/rambis.v4i2.3848

Purpose: This study analyzes the influence of product photos on consumers’ interest in the Instagram account @skintificid, targeting its followers.Methodology: A quantitative approach was employed utilizing online questionnaires distributed via Google Forms. The sample size was determined using the Slovin formula with a sampling error of 10 %.Results: The study found a significant but weak negative correlation between product photos and consumers’ purchasing interest. This indicates that, as the quality of product photos increases, purchasing interest decreases. Therefore, while the hypothesis that product photos influence consumer interest is accepted, this influence is negative.Conclusions: The study shows that Skintific is more popular among young women with limited purchasing power. Attractive product photos can encourage purchases, but unrealistic expectations may lower interest. Purchase decisions are influenced by visual elements, preferences, reviews, and purchasing power.Limitations: The research focuses solely on skincare brands, limiting its generalizability. Additionally, the sample consisted exclusively of female respondents, which may not accurately represent a broader consumer base.Contribution: The findings contribute to the understanding of how product imagery affects consumer buying interest, particularly in the context of social media marketing.

STRATEGI KOMUNIKASI BISNIS DALAM MEMPERTAHANKAN MINAT BELI KONSUMEN KEBAB UNCLE HASAN Firjatullah, Hafiz; Moenawar, Mohammad Ghozali; Suparman, Suparman; Muhammad, Badar; Manisya, Nabhila; Awalina, Salwa Putri
Al-Kalam Jurnal Komunikasi, Manajemen dan Bisnis Vol 12, No 1 (2025)
Publisher : Universitas Islam Kalimantan Muhammad Arsyad Al Banjari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/al-kalam.v12i1.18204

Business communication strategies play a significant role in influencing consumer purchase intentions, encompassing product quality, convenience, pricing, service, and promotions. Kebab Uncle Hasan, a rapidly growing kebab restaurant in Bogor, implements personal selling as its communication strategy. This study aims to analyze the implemented communication strategy and identify challenges in enhancing consumer purchase interest. This qualitative research explores the influence of descriptive analysis from the perspectives of both consumers and the management of Kebab Uncle Hasan. The findings reveal that the stages of personal selling highlighting product quality, responsive service, social media promotions, and innovations in seasoning packaging and authentic flavors are key factors in attracting and retaining customers. However, challenges remain in product variety and follow up strategies for customer engagement.

The Influence of Influencer Marketing on Purchasing Decisions for Scientific Brand Products Asyifa Rozen, Auliya; Suparman, S.; Riyanto, Sutisna; Dharmawan , Leonard; Khairunisa, Anggi Widia; Awalina, Salwa Putri
Golden Ratio of Data in Summary Vol. 5 No. 1 (2025): November - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v5i1.848

This study aims to analyze the influence of influencer marketing on purchasing decisions for Skintific products among audiences exposed to promotional content from influencer marketing. In the digital era, influencer marketing has become an effective strategy that utilizes social media platforms, especially Instagram and TikTok, to increase brand awareness and interaction with audiences. This research uses a quantitative approach, where data is collected through questionnaires distributed to consumers exposed to influencer marketing and analyzed using descriptive analysis methods. The results of the analysis show that influencer marketing has a relatively strong influence on purchasing decisions. In addition, factors show that the purchase channel and time of purchase are the two most influential factors in influencing purchasing decisions. This research provides a deeper understanding of how marketing can influence consumer purchasing decisions and the importance of choosing the right marketing strategy to increase product appeal.

STRATEGI KOMUNIKASI BISNIS DALAM MEMPERTAHANKAN MINAT BELI KONSUMEN KEBAB UNCLE HASAN Firjatullah, Hafiz; Moenawar, Mohammad Ghozali; Suparman, Suparman; Muhammad, Badar; Manisya, Nabhila; Awalina, Salwa Putri
Al-Kalam Jurnal Komunikasi, Manajemen dan Bisnis Vol 12, No 1 (2025)
Publisher : Universitas Islam Kalimantan Muhammad Arsyad Al Banjari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/al-kalam.v12i1.18204

Business communication strategies play a significant role in influencing consumer purchase intentions, encompassing product quality, convenience, pricing, service, and promotions. Kebab Uncle Hasan, a rapidly growing kebab restaurant in Bogor, implements personal selling as its communication strategy. This study aims to analyze the implemented communication strategy and identify challenges in enhancing consumer purchase interest. This qualitative research explores the influence of descriptive analysis from the perspectives of both consumers and the management of Kebab Uncle Hasan. The findings reveal that the stages of personal selling highlighting product quality, responsive service, social media promotions, and innovations in seasoning packaging and authentic flavors are key factors in attracting and retaining customers. However, challenges remain in product variety and follow up strategies for customer engagement.

The Influence of Influencer Marketing on Purchasing Decisions for Scientific Brand Products Asyifa Rozen, Auliya; Suparman, S.; Riyanto, Sutisna; Dharmawan , Leonard; Khairunisa, Anggi Widia; Awalina, Salwa Putri
Golden Ratio of Data in Summary Vol. 5 No. 1 (2025): November - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v5i1.848

This study aims to analyze the influence of influencer marketing on purchasing decisions for Skintific products among audiences exposed to promotional content from influencer marketing. In the digital era, influencer marketing has become an effective strategy that utilizes social media platforms, especially Instagram and TikTok, to increase brand awareness and interaction with audiences. This research uses a quantitative approach, where data is collected through questionnaires distributed to consumers exposed to influencer marketing and analyzed using descriptive analysis methods. The results of the analysis show that influencer marketing has a relatively strong influence on purchasing decisions. In addition, factors show that the purchase channel and time of purchase are the two most influential factors in influencing purchasing decisions. This research provides a deeper understanding of how marketing can influence consumer purchasing decisions and the importance of choosing the right marketing strategy to increase product appeal.

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