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Aruman, Akhmad Edhy
Institut Komunikasi Dan Bisnis LSPR
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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KOMUNIKASI PARTISIPATIF UNTUK MENGATASI PENOLAKAN PEDAGANG TERHADAP REVITALIASASI PASAR Edhy Aruman, Akhmad
Jurnal Penyuluhan dan Pemberdayaan Masyarakat Vol. 2 No. 1 (2023): Jurnal Penyuluhan dan Pemberdayaan Masyarakat
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/jppm.v2i1.234

Abstract

This research originated from the delays in the Bogor traditional market revitalization plan due to resistance by traders. The purpose of this study is to explain the causes and forms of traders' resistance to the revitalization plan. This research uses a critical constructivist approach based on James C Scott's concept of resistance. Weak environmental support, entrepreneurial capacity, and participatory communication make traders marginalized from their environment which in turn raises traders' resistance actions both individually and in groups. The weak position of traders on the one hand and the dependence of traders on the market as a place of livelihood, has forced the resistance to be carried out peacefully through an alliance of traders, media and legal practitioners to gain public support. Through the association, traders reject the revitalization plan through legal channels. Individual traders refuse by delaying or refusing to pay the monthly levy. The goal to be achieved from the resistance is not to change the revitalization policy but rather to struggle so that market managers accommodate the interests of traders, namely occupying the same location as the market before it was revitalized
The Implementation of Bank as a Service Marketing Communication Strategy in Increasing the number of customers on blu by BCA Digital Husada, Safaruddin; Aruman, Akhmad Edhy
Journal of Communication and Public Relations Vol. 3 No. 1 (2024): Journal of Communication & Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/105003120243

Abstract

Marketing communication activities through strategies to develop market penetration and brand positioning strategies are very significant efforts for blu by BCA Digital. blu is an all-in- one banking product that is a solution to answer the financial and non-financial needs of digital savvy through an interconnected digital ecosystem, as well as spreading brand awareness for the BCA Digital platform. This study aims to identify blu's marketing communication strategy with the implementation of public relations, marketing mix, efforts and challenges in their promotional activities. This research also seeks to find the most dominant form of blu's promotional efforts. Descriptive qualitative method is used in this study. The data collection was carried out through non-participant observation, in-depth interviews, literature review and archiving. Key informants were obtained through purposive sampling technique. Data analysis was carried out by means of data reduction, data presentation and verification. shows that blu is very dominant and active in carrying out digital promotional mixes through mobile application platforms, social media and establishing collaborative partnerships with various communities to build ecosystems. In addition, blu also has the goal of educating its multi-segment target audience to make blu's digital banking relevant to everyday life. blu launched a mobile banking application which as of December 2022, the users achieve more than 1.1 million people. This achievement could not have been separated from good collaboration and integration with fintech partners, cooperation with companies and various universities with bank as a service or blu access is installed in the partner’s applications.
The Utilization of Vindes Social Media as a Visual Communication Case Study of Vindes Sport Content Shabrina Maghfirah, Inez; Edhy Aruman, Ahmad
Jurnal Mamangan Vol 13, No 1 (2024): Jurnal Ilmu Sosial Mamangan Accredited 2 (SK Dirjen Ristek Dikti No. 0173/C3/DT
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v13i1.8088

Abstract

In recent years, there has been a rapid increase in the use of social media in Indonesia and the world. Vindes Media is a digital platform that seeks to provide informative and entertaining content, providing space for the young generation to empower their aspirations, collaborate with each other, and contribute to the creative, sports and arts industries. This research aims to provide insight into effective communication with audiences interested in the world of sports. This research uses qualitative methods by utilizing Harold D. Lasswell's communication theory which describes communication through the question "Who Says What in Which Channel to Whom with What Effect". The expected output of this research is to contribute to academic understanding regarding the effectiveness and impact of using Vindes Media social media in the context of visual communication in the field of sports. Vindes presents interesting visual communication content so that many audiences are engaged and loyal. The conclusion of this research is that Vindes in its social media provides a means of visual communication for the Vindes Sport campaign through various types of visual communication, especially infographics, photography and visual videos. The visual communication content presented was also very interesting and in accordance with the event theme. The implication of this research is that Vindes' frequency of posting visual communication content is also quite large, around four posts every day. So, these few factors lead to great engagement and interaction with the audience
The Effect Of Instagram Content And Visualization @Jktgo On The Intention To Visit Among The Community Hidayat, Andrian Rachmat; Edhy Aruman LSPR, Akhmad
Journal of Comprehensive Science Vol. 4 No. 6 (2025): Journal of Comprehensive Science
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jcs.v4i6.3335

Abstract

Instagram has become a dominant social media platform that influences public decisions, particularly when selecting travel destinations and culinary spots. The @JKTGO account, with 1.4 million followers, leverages visually appealing content to shape the public's visit intentions. This study analyses the impact of Instagram exposure and content visualization on the intentions of the public to visit. This study uses SOR theory with a quantitative method using a survey of 385 respondents. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that both Instagram exposure and content visualization significantly influence visit intentions, with content visualization having a more substantial impact. The study concludes that visual elements are crucial in digital marketing strategies, particularly in enhancing the appeal of travel and culinary destinations. These findings can assist destination managers, and businesses develop more effective promotional strategies.
Public relations perspectives: Linking corporate brand and product brand to employer branding Aruman, Akhmad Edhy; Ramonita, Latifa; Alexandrina, Elke; Utami, Puput Putri
PRofesi Humas Vol 10, No 2 (2026): February 2026
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/prh.v10i2.60883

Abstract

Background: Mass layoffs in digital platform companies have intensified public scrutiny of employer branding, particularly within the sharing economy, where corporate reputation, social responsibility, and workforce relations are closely interconnected. In the case of PT GoTo Gojek Tokopedia Tbk., employment termination decisions have raised questions about how corporate and product brands are interpreted by prospective employees. In this context, Corporate Social Responsibility (CSR) as a part of Public Relations communication approach, emerges as a strategic communication resource that may mediate the relationship between brand reputation and employer branding. Purpose: This study examines the influence of corporate brand and product brand on employer branding and analyzes the mediating role of CSR within a sharing economy business context. Methods: This research adopts a quantitative explanatory approach using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Survey data were collected from 138 job seekers who were familiar with PT GoTo Gojek Tokopedia Tbk. Corporate brand and product brand were treated as exogenous variables, employer branding as the endogenous variable, and CSR as a mediating variable. Results: The findings show that corporate brand, product brand, and CSR have a positive and significant influence on employer branding. CSR demonstrates the strongest direct effect and fully mediates the relationships between corporate brand and employer branding, as well as between product brand and employer branding. Conclusion: The study indicates that employer branding in the sharing economy is not shaped solely by corporate or product reputation but is substantially strengthened through perceived CSR practices, which translate brand meaning into employer attractiveness. Implications: This research suggests the integration of CSR into corporate and product brand communication as an employer branding strategy. Academically, it contributes to public relations and employer branding literature by positioning CSR as a mediating variable in the sharing economy.
Content, Commerce, and Community Effects on TikTok Live Engagement Edigani Putra, Mohammad Alaric Hanedhy; Aruman, Akhmad Edhy; Valentino, Raynaldi Samuel; Edigani Putra, Mohammad Bayu
Communicare : Journal of Communication Studies Vol. 12 No. 2 (2025): Communicare: Journal of Communication Studies
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/

Abstract

The rapid growth of TikTok as a social commerce platform has transformed how brands engage with consumers through live-streaming features. Although prior studies have examined content, commerce, and community individually, limited research has explored their integrated and synergistic effects on consumer engagement in real-time digital environments, particularly within the Indonesian beauty industry. This study addresses this gap by applying the Content, Commerce, and Community (3C) framework to examine the collective influence of these dimensions on engagement during TikTok Live sessions. Using a quantitative approach, data were collected through an online questionnaire distributed to users who had interacted with Make Over Indonesia’s TikTok Live content. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that content, commerce, and community have significant positive effects on consumer engagement. Among these factors, commerce emerges as the strongest determinant, highlighting the critical role of transactional convenience and real-time shopping features in live-streaming commerce. These results underscore the importance of integrating engaging content, seamless commerce functionalities, and interactive community elements to enhance consumer engagement in social commerce settings. This study contributes to the empirical development of the 3C framework and offers practical insights for marketers seeking to optimize engagement strategies on live-streaming platforms.  
Sinergi SEO dan Hubungan Masyarakat di Era Digital: Studi Kualitatif Pada Praktik Industri E-Commerce Grace Heidy Jane Amanda Wattimena; Akhmad Edhy Aruman; Dendy Muris
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 8 No 4 (2024): OCTOBER-DECEMBER 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v8i4.3062

Abstract

The digital era has significantly transformed the media and Public Relations (PR) landscape, particularly within the e-commerce sector, with Search Engine Optimization (SEO) emerging as a crucial factor in determining online visibility. This qualitative research examines the synergy between SEO and PR, focusing on how it enhances brand reach and reputation. The findings demonstrate that achieving a dominant position on the first page of search results not only influences user behavior but also plays a vital role in digital marketing strategies. Furthermore, the study highlights how SEO has evolved into a fundamental component of PR practices, enhancing organic search rankings for press releases and other communication materials. Through a comprehensive analytical approach, this research illustrates that integrating SEO into PR not only increases web traffic and revenue potential but also contributes strategically to shaping a compelling narrative for media outlets, thereby improving brand credibility. This study offers valuable insights into the evolving dynamics of the e-commerce industry, highlighting the importance of responsible and ethical strategies in fostering a sustainable relationship between PR and mass media in the digital age
Netflix's K-Drama Exclusivity Strategy and Customer Loyalty Renny Novita; Akhmad Edhy Aruman; Joe Harrianto Setiawan
Almana : Jurnal Manajemen dan Bisnis Vol. 10 No. 2 (2026): August
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v10i2.3075

Abstract

The intensifying competition in the Indonesian video streaming industry has made customer loyalty a critical success factor, with exclusive content emerging as a key differentiator among platforms. This study aims to analyze Netflix's K-Drama content exclusivity strategy in the Indonesian market and its role in shaping sustainable customer loyalty. Employing a qualitative case study approach, data were collected through in-depth interviews with seven active Netflix subscribers and secondary data from industry reports, public documents, and media coverage for the 2022–2025 period. The findings reveal that Netflix implements exclusivity through three main pillars: original production, exclusive rights acquisition with windowing strategies, and algorithmic curation. K-Drama functions as a strategic Value Unit, creating artificial scarcity, while customer perceptions are divided into two loyalty clusters: platform-loyal and content-loyal. Sustainable loyalty is formed through the Customer Loyalty Loop cycle, reinforced by Fear of Missing Out (FOMO) as an emotional driver, along with psychological and social switching costs. This study concludes that K-Drama exclusivity strategies serve not only as customer acquisition tools but also as effective retention mechanisms through creating defensible network effects, contributing to the literature on platform economics and loyalty strategies in the digital streaming industry.
Co-Authors Alexandrina, Elke Audina, Sheren Carissa, Tiffani Dendy Muris Dwi Sadono Edigani Putra, Mohammad Alaric Hanedhy Edigani Putra, Mohammad Bayu Fransiska Oki Riang Setyana Gerald, Sweety Celendine Grace Heidy Jane Amanda Wattimena Hamdani, Ayu Tiara Hidayat, Andrian Rachmat Meliawati, Tiara Nastiti, Dinda Maisya Nurmala K Panjaitan Nurmala Katrina Pandjaitan Octavanny , Vitha Ramonita, Latifa Renny Novita Safaruddin Husada Setiawan, Joe Harrianto Shabrina Maghfirah, Inez Sheren Audina Sukandar, Rudi Sumardjo Syavaranti, Nadya Tiffani Carissa Utami, Puput Putri Valentino, Raynaldi Samuel Wattimena, Grace Heidy Jane Amanda