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All Journal Jurnal Komunikasi Pembangunan Jurnal Penyuluhan Journal of Consumer Science PRofesi Humas Journal of Consumer Sciences Lontar : Jurnal Ilmu Komunikasi Jurnal Riset Komunikasi Communicare : Journal of Communication Studies Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) COMMENTATE: Journal of Communication Management Jurnal Ilmu Komunikasi Jurnal Penyuuhan dan Pemberdayaan Masyarakat (JPPM) Journal of Comprehensive Science Jobmark: Journal of Branding and Marketing Communication Mamangan Social Science Journal Journal of Communication and Public Relations (JCPR)
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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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
Co-Authors Alexandrina, Elke Ananda Syifa Yustian Putri Audina, Sheren Carissa, Tiffani Dwi Sadono Dwi Wulandari Edigani Putra, Mohammad Alaric Hanedhy Edigani Putra, Mohammad Bayu Fransiska Oki Riang Setyana Gerald, Sweety Celendine Grace Heidy Jane Amanda Wattimena Hamdani, Ayu Tiara Hendriani, Lis Hidayat, Andrian Rachmat Latifa Ramonita Meliawati, Tiara Muris, Dendy Muthia Arnetti Zahra Nastiti, Dinda Maisya Nurmala K Panjaitan Nurmala Katrina Pandjaitan Octavanny , Vitha Palupi, Dyah Hasto Ramonita, Latifa 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