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All Journal Nivedana : Jurnal Komunikasi dan Bahasa The Eastasouth Journal of Information System and Computer Science The Eastasouth Journal of Social Science and Humanities
Tomasowa, Gloria Angelita
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Religion Arts Humanities Computer Science & IT Education Social Sciences

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STRATEGI KOMUNIKASI PEMASARAN SOSIAL PERPUSTAKAAN NASIONAL DALAM PROSES PUBLIKASI DIGITAL KHASTARA UNTUK MENJADI BRAND HERITAGE Sadewa, Puspanagri Mas Bayu; Tomasowa, Gloria Angelita
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 6 No. 3 (2025): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v6i3.2032

Abstract

This study aims to analyze the social marketing communication strategy implemented by the National Library of Indonesia in publicizing the digitalization of the Khastara collection as part of its efforts to establish its identity as a brand heritage. The method used in this study is descriptive qualitative, with data collection techniques through in-depth interviews, observations, and documentation studies of Khastara publication activities across various communication channels. The results show that an educational, persuasive, and participatory communication approach is key to building public awareness of the historical and cultural values contained in the Khastara collection. This strategy is packaged through social media, official websites, and digital literacy campaigns targeting the younger generation and the academic community. The heritage brand identity is formed through visual and verbal narratives that emphasize the uniqueness and authentic value of the Khastara collection as a national heritage. Thus, a structured and integrated social marketing communication strategy plays a significant role in strengthening the National Library's position as an institution preserving the nation's collective memory through the digitization of its collections. This study recommends the development of more adaptive and sustainable cultural messages to expand the reach and impact of Khastara's digital publications.
Social Media Analysis of Kang Dedi Mulyadi's Instagram Account In Managing Digital Advertising And Persona Branding Using The Peso Model Fahmi, Akbar Fajarudin; Tomasowa, Gloria Angelita
The Eastasouth Journal of Information System and Computer Science Vol. 3 No. 01 (2025): The Eastasouth Journal of Information System and Computer Science (ESISCS)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esiscs.v3i01.686

Abstract

This study aims to analyze the digital advertising management strategy and personal branding of Kang Dedi Mulyadi (KDM) through his Instagram account, using the PESO (Paid, Earned, Shared, Owned) model. This topic is important because it demonstrates the dynamics of digital political communication in the era of increasingly personal and culture-based social media. The research method used is a qualitative approach with descriptive analysis of KDM's Instagram content. The results show that KDM succeeded in building authentic digital communication through emotional narratives, strong visuals, and the use of local language and a Sundanese Buhun cultural approach. This strategy does not rely on paid promotions, but relies on the organic power of humanistic and socially relevant content. In addition, this study recommends the development of the PESO model by adding Cultural Capital Media elements to adapt to the context of Indonesian political communication which is rich in local cultural values. In conclusion, KDM's success demonstrates the importance of culture-based content and emotional closeness in strengthening the effectiveness of digital political communication on social media.
Analysis of Communication Services of the CNP LP3I Jakarta Depok Campus Division on Final Year Students in Understanding the Program for Preparing to Enter the World of Work Wahyuningtias, Dinda Dwimanda; Tomasowa, Gloria Angelita
The Eastasouth Journal of Social Science and Humanities Vol. 3 No. 01 (2025): The Eastasouth Journal of Social Science and Humanities (ESSSH)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esssh.v3i01.774

Abstract

This study aims to analyze the communication of the Cooperation and Placement Division (CNP) of the LP3I Polytechnic Jakarta Depok Campus to final year students in understanding the program to prepare them for entering the world of work using a qualitative approach through case study methods. Data was collected through interviews, observations, and documentation, then analyzed using the Service-Dominant Logic (SDL) theory by Vargo and Lusch and Joseph A. DeVito's interpersonal communication theory. The results of the study show that the CNP Division's service communication is effective through a combination of digital and face-to-face communication that is two-way, dynamic, and adaptive to student needs, with the main stages being information delivery, personal assistance, structured training, and service evaluation. The implementation of SDL principles is evident in the collaboration between CNP, students, alumni, and industry partners as co-creators of value in creating service value oriented towards work readiness. Interpersonal communication elements such as openness, empathy, support, positive attitude, and equality are important factors that strengthen the relationship between CNP staff and students. Communication barriers such as time constraints, differences in understanding, and low student motivation can be minimized through a personal approach and empathetic communication. In conclusion, the CNP Division plays a strategic role in building an integrative service communication ecosystem between the world of education and the world of work, where effective communication not only increases students' understanding of career preparation programs but also strengthens their interpersonal skills, professionalism, and confidence. It can also serve as a reference for other vocational education institutions in developing a collaborative and value-based service communication model to produce competent graduates who are ready to compete in the world of work.
Strategy for Building an Elderly School Education Brand Using the Hexahelix Model (Implementation of the Program to Prepare Resilient Elderly People at the Fatmawati Elderly School in South Jakarta) Hasmana, Uci; Tomasowa, Gloria Angelita
The Eastasouth Journal of Social Science and Humanities Vol. 3 No. 01 (2025): The Eastasouth Journal of Social Science and Humanities (ESSSH)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esssh.v3i01.776

Abstract

This study aims to analyze the strategy for developing the educational brand of the Fatmawati Elderly School in South Jakarta through the Hexa Helix Model approach, which is integrated with persuasive communication and Word of Mouth (WOM). This model emphasizes collaboration between six key actors, namely the government, academics, the business world, the community, the media, and the elderly, in creating social innovation in the field of non-formal education. A descriptive qualitative approach was used to understand how the synergy between these actors contributes to strengthening the image of the Elderly School as an inclusive, participatory, and sustainable educational institution. The results show that persuasive communication plays an important role in instilling the values of independence, health, and happiness in the elderly, while WOM is an effective means of spreading information naturally through the positive experiences of participants. The integration of the two within the Hexa Helix framework has succeeded in forming a social communication ecosystem that encourages community participation and strengthens the reputation of the Fatmawati Elderly School as a model for empowering the elderly towards an active ageing society.
Leadership Communication Strategies in Building Corporate Culture for Organizational Transformation in the National Healthcare Equipment Industry Maddi, Jaenal Hasyim; Tomasowa, Gloria Angelita
The Eastasouth Journal of Social Science and Humanities Vol. 2 No. 02 (2025): The Eastasouth Journal of Social Science and Humanities (ESSSH)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esssh.v2i02.453

Abstract

Organizational change is a necessity for companies that seek to remain competitive, particularly in the national healthcare equipment industry. A strong corporate culture plays a crucial role in supporting organizational transformation. One of the key factors in building an adaptive culture is leadership communication. This study examines how leadership communication styles—including vertical, horizontal, and transformational communication—can assist healthcare equipment companies in managing change and enhancing employee engagement. The study explores challenges in establishing effective communication and the outcomes of implementing communication strategies that support a strong corporate culture. Based on the analysis conducted, it was found that open and adaptive leadership communication can increase employee loyalty, improve work efficiency, and accelerate adaptation to technological and regulatory changes. Therefore, it is essential for healthcare equipment companies to develop transparent communication systems and provide communication training for leaders to manage change more effectively.
Co-Authors Dinda Dwimanda Wahyuningtias, Dinda Dwimanda Fahmi, Akbar Fajarudin Hasmana, Uci Maddi, Jaenal Hasyim Sadewa, Puspanagri Mas Bayu