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All Journal Mudabbir: Journal Research and Education Studies Socius: Social Sciences Research Journal
Rachman, Fadly Arief
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Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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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.
Nilai-nilai Islam dalam Film Makmum (2019) Hakim, Syiefa Alaida; Nuraini, Raden Ayu Tiara; Rachman, Fadly Arief; Jumroni, Jumroni
MUDABBIR Journal Research and Education Studies Vol. 5 No. 2 (2025): Vol. 5 No. 2 Juli-Desember 2025
Publisher : Perkumpulan Manajer Pendidikan Islam Indonesia (PERMAPENDIS) Prov. Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56832/mudabbir.v5i2.1483

Abstract

Film sebagai media komunikasi massa memiliki peran strategis dalam menyampaikan pesan-pesan keagamaan kepada masyarakat. Film Makmum (2019) merupakan film horor religius Indonesia yang unik karena mengintegrasikan nilai-nilai Islam dalam narasi ketegangan supranatural. Penelitian ini bertujuan menganalisis representasi nilai-nilai Islam dalam film Makmum (2019) yang meliputi aspek aqidah, syariat, dan akhlak. Penelitian ini menggunakan paradigma konstruktivisme dengan pendekatan kualitatif dan metode analisis isi. Teknik pengumpulan data dilakukan melalui dokumentasi, observasi film, dan studi pustaka. Analisis data menggunakan model Miles dan Huberman dengan tahap reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa film Makmum merepresentasikan nilai-nilai Islam dalam tiga aspek utama: (1) Aspek aqidah melalui penggambaran keimanan kepada Allah SWT, kepercayaan terhadap makhluk gaib, dan konsep hidup setelah mati; (2) Aspek syariat melalui visualisasi ibadah salat, berdoa, dan membaca Al-Qur'an sebagai bentuk perlindungan spiritual; (3) Aspek akhlak melalui penggambaran taubat, kesabaran, dan tanggung jawab moral. Film ini berhasil menyajikan pesan dakwah melalui media hiburan populer dengan menggunakan ketegangan horor sebagai sarana refleksi spiritual. Penelitian ini berkontribusi pada kajian media dan komunikasi Islam dalam konteks sinema Indonesia kontemporer.
Co-Authors Akbar, Muhammad Fauzi Hakim, Syiefa Alaida Haya, Auriel Najma Jumroni, Jumroni Kultsum, Ummi Nisa, Pia Khoirotun Nuraini, Raden Ayu Tiara Ramadhan, Gema Akbar