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All Journal urnal Interaksi: Jurnal Ilmu Komunikasi Journal of Management and Bussines (JOMB)
Wongsodiredjo, Jacklyn
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Humanities Languange, Linguistic, Communication & Media Social Sciences

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Digital Public Relations of Partai Keadilan Sejahtera in Attracting Young Voters Teguh, Monika; Kayana, Dheandra Mutiara; Haryono, Cosmas Gatot; Handi, Esther Freya Angelica; Wongsodiredjo, Jacklyn
Jurnal Interaksi: Jurnal Ilmu Komunikasi Vol 9, No 1 (2025): Jurnal Interaksi: Jurnal Ilmu Komunikasi
Publisher : UMSU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/interaksi.v9i1.19493

Abstract

Indonesia has just held elections for both the legislative and executive in 2024. In this year's elections, young voters from generation z dominated the number of voters. Therefore, many parties participating in the 2024 election are starting to pay attention to these young voters. Partai Keadilan Sejahtera (PKS) is one of the parties that has succeeded in gaining an increase in votes in the 2024 elections. This cannot be separated from their efforts to carry out digital PR for generation z. Therefore, this research aims to describe the digital PR strategy carried out by PKS in an effort to attract young voters. This research uses qualitative methods, case studies, with interviews and document studies as data collection methods. The results of this research show that there are four digital PR strategies used, namely Attracting Visitors through Search, Engagement Dialogue, Building Campaign Buzz, and Defensive/Crisis. This entire strategy is implemented in an integrated, sustainable manner so as to attract young voters.
Social Media Marketing pada Etienne Space Wongsodiredjo, Jacklyn; Teguh, Monika
Journal of Management and Bussines (JOMB) Vol 6 No 6 (2024): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v6i6.13493

Abstract

This research aims to analyze the implementation of Etienne Space's social media marketing and its impact on increasing engagement on Instagram and TikTok social media accounts. The method used in this research uses a qualitative approach. The results showed that the implementation of marketing strategies with 4C digital business communication elements (Context, Communication, Collaboration, and Connection) through content marketing and influencer marketing strategies that implement by using narratives that focus on virality, collaboration with local influencers, and personal interaction through comment responses and direct messages had a significant impact in increasing audience engagement and interest. The implementation of this strategy also succeeded in creating an Electronic Word-of-Mouth (eWOM) effect, which supported the visibility of Etienne Space and encouraged the growth of new customers. Etienne Space's implementation of social media marketing strategies has been successful in increasing brand visibility and engagement, which has resulted in business growth. Keywords: Context, Communication, Collaboration, Social Media Marketing
Co-Authors Cosmas Gatot Haryono Handi, Esther Freya Angelica Kayana, Dheandra Mutiara Monika Teguh