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All Journal Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat TOFEDU: The Future of Education Journal
Hendrikus Saku Bouk
Universitas Katolik Widya Mandira Kupang
Religion Humanities Computer Science & IT Education Languange, Linguistic, Communication & Media Mathematics Nursing Public Health Social Sciences Other

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Strategi Komunikasi Public Relations Dalam Membangun Citra Generasi Z Dan Alpha Di Desa Ngegedhawe Maria Suranti Wulandari Aja; Hendrikus Saku Bouk
Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Vol. 5 No. 5 (2025): September 2025 - Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat
Publisher : Indonesian Scientific Journal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59395/altifani.v5i5.769

Abstract

Perkembangan teknologi digital mendorong perubahan signifikan dalam praktik komunikasi, termasuk di pedesaan. Generasi Z dan Alpha sebagai digital native memiliki potensi besar dalam mendukung transformasi desa menuju era digital. Penelitian ini bertujuan untuk mengidentifikasi strategi komunikasi Public Relations (PR) berbasis omunitas dalam membentuk citra positif dan meningkatkan partisipasi generasi Z dan Alpha di Desa Ngegedhawe. Kegiatan utama berupa sosialisasi dilaksanakan secara partisipatif dan komunikatif. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pendekatan participatory action research melalui observasi lapangan, dokumentasi, dan interaksi langsung selama kegiatan. Hasil menunjukan bahwa strategi PR yang efektif mencakup optimalisasi media sosial, kolaborasi lintas generasi, pelatihan literasi digital, serta narasi positif melalui storyteling. Temuan ini menegaskan pentingnya PR berbasis komunitas dalam meningkatkan kepercayaan sosial terhadap kontribusi generasi muda di pedesaan. 
Optimizing BUMDes Vehicle Washing Services through Strengthening Digital Marketing and Branding in Rukuramba Village Susana Wea Loy; Hendrikus Saku Bouk
The Future of Education Journal Vol 5 No 3 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v5i3.2287

Abstract

Communication is a vital process for conveying information, ideas, and messages, serving as the foundation for building relationships and cooperation within both communities and organizations. In an organizational context, communication plays a key role in coordinating activities, fostering internal and external relationships, and supporting the achievement of organizational goals. Advancements in information technology have driven the evolution of organizational communication through the use of digital marketing and digital branding strategies to disseminate information, promote businesses, and establish organizational identity and image via digital media. Leveraging such technology is crucial for Village-Owned Enterprises (BUMDes) as they seek to grow their businesses and expand their marketing reach. This MBKM (Independent Learning, Independent Campus) initiative aims to optimize the Rukuramba Village BUMDes by strengthening digital marketing and digital branding for its vehicle-washing business unit. The primary challenge identified was the limited use of digital media for communication and promotion, resulting in suboptimal marketing reach. The initiative was carried out through planning, preparation, and implementation phases, involving coordination with the village government and BUMDes management, material presentation, discussions, and the creation of a visual identity logo, brochures, and an Instagram account for digital communication and promotion. The results indicate an improved understanding among BUMDes management and members regarding digital marketing and branding, as well as the availability of digital media tools to support the promotion of the vehicle-washing business. This initiative is expected to expand marketing reach, strengthen business identity, enhance competitiveness, and support the long-term sustainability of the Rukuramba Village BUMDes business.
Co-Authors Maria Suranti Wulandari Aja Susana Wea Loy