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All Journal Jurnal Somasi (Sosial Humaniora Komunikasi) Socius: Social Sciences Research Journal
Haya, Auriel Najma
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Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Peningkatan Bisnis Golden Black Coffee oleh Tasya Farasya Melalui Konten Endorsment Di Platform Instagram Terhadap Mahasiswa KPI 5d 2024 Nisa, Pia Khoirotun; Kultsum, Ummi; Haya, Auriel Najma; Akbar, Muhammad Fauzi; Rachman, Fadly Arief; Ramadhan, Gema Akbar
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 2, No 5 (2024): December
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.14597473

Abstract

This study aims to analyze the impact of digital marketing strategies through endorsement content on Instagram on increasing the Golden Black Coffee business, owned by Tasya Farasya. This study adopts the approach of media economic theory, social influence theory, and integrated marketing communications (IMC) to understand how promotional strategies can influence consumer behavior, especially among the younger generation. Research data was obtained through direct observation, interviews with the Golden Black Coffee marketing team, and collection of relevant documentation. KPI 5D students were selected as the target audience to understand the response to this marketing strategy. The results of the study show that Instagram as a social media platform makes a significant contribution to building brand awareness, increasing product appeal, and expanding market reach. Endorsement by Tasya Farasya has proven effective in creating emotional connections with consumers through an attractive visual approach and storytelling that is relevant to the lifestyle of the younger generation. The findings also show that the credibility and appeal of influencers play an important role in increasing trust in products and driving purchasing decisions. In addition, content diversification strategies, such as the use of Instagram Reels and Stories features, have helped strengthen the relationship between brands and consumers. This study recommends optimizing marketing strategies through platform diversification, collaboration with micro-influencers, and creating more interactive and personalized visual content. By strategically utilizing the power of social media and understanding consumer needs and preferences, Golden Black Coffee can maintain its competitive position in the market while increasing customer loyalty.
PROPAGANDA DALAM KAMPANYE PEMILU TURKI 2023: STUDI KOMUNIKASI POLITIK ERDOGAN DI MEDIA SOSIAL Anahiz, Sarah; Haya, Auriel Najma; Mubarroq, Farros Arkaan; Pamungkas, Rio Erdi; Nisa, Pia Khoirotun
Jurnal SOMASI (Sosial Humaniora Komunikasi) Vol. 6 No. 1 (2025): Juli 2025
Publisher : CERED Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53695/js.v6i1.1331

Abstract

Penelitian ini bertujuan untuk menganalisis strategi komunikasi politik yang dijalankan Erdo?an melalui platform media sosial selama kampanye pemilu Turki 2023 dan mengidentifikasi bentuk-bentuk propaganda digital yang digunakan dalam kampanye dan bagaimana narasi tersebut dikonstruksi. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi pustaka dan juga didukung oleh dokumentasi visual berupa dua foto poster kampanye Erdo?an yang diambil langsung oleh penulis saat berada di Turki pada bulan Mei 2023. Analisis berdasarkan teori propaganda Harold D. Lasswell mengungkapkan bahwa kampanye Erdo?an dirancang secara sistematis untuk menyampaikan pesan-pesan politik melalui berbagai saluran komunikasi kepada khalayak yang ditargetkan, dengan tujuan mempengaruhi persepsi dan perilaku pemilih. Temuan dari studi pustaka dan dokumentasi visual menunjukkan bahwa propaganda dalam kampanye Erdo?an tidak hanya berfokus pada penyebaran pesan positif tentang kepemimpinannya, tetapi juga melibatkan penyebaran disinformasi dan pembatasan terhadap suara-suara kritis. Hal ini menimbulkan kekhawatiran tentang kondisi demokrasi digital di Turki dan perlunya regulasi yang lebih ketat untuk memastikan kebebasan berekspresi dan integritas proses pemilu.?
Co-Authors Akbar, Muhammad Fauzi Anahiz, Sarah Kultsum, Ummi Mubarroq, Farros Arkaan Nisa, Pia Khoirotun Pamungkas, Rio Erdi Rachman, Fadly Arief Ramadhan, Gema Akbar