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All Journal Eastasouth Journal of Effective Community Services Jurnal Audiens Toplama
Naufal, Yogascitra
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Humanities Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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BRAND FRUNC ID DIGITAL MEDIA CONTENT PLANNING Naufal, Yogascitra; Adhipermana, Luthfi Diar; Putra, Andika Radya; Simamora, Yohana Agustina Christian; Kaniawati, Nina
TOPLAMA Vol. 2 No. 1 (2024): TOPLAMA
Publisher : PT Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/tla.v2i1.223

Abstract

The role of digital content in 2023 is very important due to the shifting role of mass media is gradually being replaced by social media. The content published on social media today is creative digital content that aims to increase the awareness of its audience, one of the brands in the city of Bandung called Frunc Id began planning digital content that will be uploaded on its social media channels. The purpose of this content planning is so that the creative digital content produced can provide benefits, and solutions and entertain its audience. This research uses qualitative research methods with a case study approach. The result of this research is that the Frunc Id brand makes a content plan in the form of a brand essence and campaign deck so that the packaging of the digital content presented is more focused according to the segment and gets optimal results. The form of planning presented in the brand essence is a unique value proposition, and target market based on needs, brand benefits, and brand personality.  The planning presented in the campaign is the campaign objective, key message, media plan, and content matrix.
SINTALA: Inovasi Literasi Digital Ramah Anak di Taman Bacaan Masyarakat Awilarangan Prasastiningtyas, Widyapuri; Subaeki, Beki; Gunawan, Yanyan; Manaf, Khaerul; Nurfadilah, Lucy; Naufal, Yogascitra
Eastasouth Journal of Effective Community Services Vol 4 No 02 (2025): Eastasouth Journal of Effective Community Services (EJECS)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/ejecs.v4i02.483

Abstract

Program Pengabdian kepada Masyarakat (PKM) ini bertujuan mengembangkan Taman Bacaan Masyarakat (TBM) Awilarangan menjadi pusat literasi ramah anak berbasis teknologi yang mampu menjawab tantangan era digital. Permasalahan utama yang dihadapi mitra adalah rendahnya minat baca anak-anak, keterbatasan sarana prasarana, koleksi buku yang belum terklasifikasi, serta belum adanya sistem digital yang mendukung pengelolaan TBM secara efisien dan transparan.Metode pelaksanaan menggunakan pendekatan partisipatif dan kolaboratif melalui lima tahapan: identifikasi kebutuhan, perancangan program, implementasi, monitoring–evaluasi, serta penyusunan strategi keberlanjutan. Solusi yang diterapkan meliputi penataan ulang ruang baca agar lebih nyaman dan ramah anak, pengadaan perangkat digital, pengembangan Sistem Informasi Taman Literasi Awilarangan (SINTALA), serta pelatihan literasi digital bagi pengelola dan relawan.Hasil program menunjukkan peningkatan efisiensi pengelolaan hingga 70%, peningkatan keterampilan digital relawan sebesar 90%, serta partisipasi masyarakat khususnya anak-anak meningkat hingga 70%. Program ini tidak hanya meningkatkan kualitas layanan TBM, tetapi juga melahirkan model literasi berbasis teknologi yang inovatif, berkelanjutan, dan dapat direplikasi di wilayah lain. Selain itu, inisiatif ini mendukung pencapaian Tujuan Pembangunan Berkelanjutan (SDGs) nomor 4 tentang pendidikan berkualitas, sekaligus memperkuat budaya literasi lokal yang relevan dengan kebutuhan generasi masa depan.
Integrasi Neuromarketing dan Digital Public Relations melalui Konstruksi Model Konseptual Hook UGC Multilayer: Pendekatan Systematic Literature Review Naufal, Yogascitra; Yuningsih, Ani
Jurnal Audiens Vol. 7 No. 3 (2026): September
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v7i3.813

Abstract

Amid digital information overload, audience attention has become an increasingly scarce resource. Conventional Digital Public Relations (DPR) strategies that rely on persuasive copywriting and transactional engagement are becoming less effective, especially among Generation Z audiences who tend to be skeptical toward promotional messages. This study aims to construct a conceptual framework that integrates neuromarketing principles with audience participation in producing User-Generated Content (UGC). Using a qualitative Systematic Literature Review (SLR) approach based on the PRISMA protocol, this study examines peer-reviewed literature from Scopus, Web of Science, and Sinta published between 2019 and 2025. The findings show that social media engagement is not a random response, but a sequential cognitive process involving sensory attention, affective resonance, and participatory action. This study proposes the Hook UGC Multilayer conceptual model, consisting of the Sensory Layer, Affective Layer, and Motor Layer. The model contributes to the development of evidence-informed Digital Public Relations strategies by explaining how cognitive triggers may encourage voluntary UGC participation.
Co-Authors Adhipermana, Luthfi Diar Ani Yuningsih Beki Subaeki, Fatkhan Gunawan, Aldy Rialdy Atmadja, Beki Gunawan, Yanyan Kaniawati, Nina Khaerul Manaf Nurfadilah, Lucy Prasastiningtyas, Widyapuri Putra, Andika Radya Simamora, Yohana Agustina Christian