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Mohammad Syarrafah
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INOVASI REBRANDING DAN PENGEMASAN PADA UMKM KERUPUK KEDELAI BERKAH: MENINGKATKAN IDENTITAS PRODUK DAN DAYA SAING PASAR Ririn Puspita Tutiasri; Yanda Bara Kusuma; Dwi Wahyuningtyas; Ibnu Malkan Bakhrul Ilmi; Reza Mehdi Fauzi; Mohammad Syarrafah
BUDIMAS : JURNAL PENGABDIAN MASYARAKAT Vol. 6 No. 3 (2024): BUDIMAS : Jurnal Pengabdian Masyarakat
Publisher : LPPM ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Program Pengabdian kepada Masyarakat (PKM) IMRIS di Desa Bendo, Blitar, bertujuan meningkatkan kesejahteraan UMKM melalui rebranding, desain kemasan, dan pemasaran daring produk Kerupuk Kedelai Berkah. Kerupuk kedelai, kaya protein nabati, dikembangkan sebagai produk bernilai gizi tinggi dengan masa simpan lebih panjang dibanding tempe dan tahu. Program ini melibatkan UPN Veteran Jawa Timur dan Jakarta untuk memberikan pelatihan pengemasan yang menjaga kualitas, fotografi produk untuk meningkatkan daya tarik visual, serta strategi pemasaran digital guna memperluas pasar. Upaya ini bertujuan meningkatkan kualitas dan daya saing produk lokal, memperluas jangkauan pasar, dan menciptakan peluang ekonomi berkelanjutan. Hasilnya diharapkan berdampak positif pada kesejahteraan masyarakat, menjadikan produk lokal lebih menarik bagi konsumen dan mendukung ekonomi Desa Bendo
Relasi Parasosial sebagai Strategi Komunikasi Pemasaran dalam Live Commerce TikTok di Indonesia Zahrotul Munawwaroh; Reza Mehdi Fauzi; Mohammad Syarrafah
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i2.4363

Abstract

TikTok Live phenomenon in Indonesia has created a new form of interaction between sellers and audiences through hosts who blend entertainment and real-time product promotion. This study examines the marketing communication strategies employed by “Mas Farhan Batik,” a prominent TikTok Live host known for selling batik products while cultivating strong emotional bonds with his viewers. Using a qualitative case study approach and content analysis, this research investigates how parasocial elements are constructed and strategically leveraged to foster consumer engagement and trust in a live commerce context. Findings reveal that personalized, narrative-driven, and consistent communication enhances psychological proximity between host and audience. Specifically, elements such as the illusion of intimacy, emotional involvement, pseudo-interaction, and perceived authenticity act as key mechanisms for building a sense of belonging and driving impulse buying behavior. The study also highlights the role of everyday influencers in replacing celebrity endorsements, offering a more authentic and affective communication channel that resonates deeply with target consumers. These insights contribute to the theoretical development of parasocial interaction in interactive digital marketing and suggest that emotionally resonant communication strategies can significantly enhance brand loyalty and sales conversion in the emerging ecosystem of Indonesian live commerce.
Memetakan Lanskap Akademik tentang Fake News di Indonesia: Kajian Bibliometrik Mohammad Syarrafah; Iswanda F. Satibi; Nambi Sembilu; Iqbal Ramadhani Mukhlis
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i2.4376

Abstract

This bibliometric study aims to chart trends, thematic foci, and collaboration networks of fake-news research in Indonesia, to uncover methodological and regulatory gaps hindering hoax mitigation, and to formulate evidence-based policy agendas. Data were harvested from Lens.org on 9 May 2025 using the query “fake news” AND “Indonesia”. The initial 846 records were screened for document type and duplicates, yielding 753 publications. Performance indicators (h-index, citations, open-access status) and science-mapping techniques (co-word, co-authorship, temporal overlays) were applied via Lens.org analytic tools. Findings reveal three publication waves—a formative period (2008-2014), an electoral surge (2015-2019), and a pandemic spike (2020-2024). The corpus reports an h-index of 42, roughly 7 500 citations, and 71 % open-access availability. Political misinformation and health-related disinformation dominate the discourse, while methodological evolution from bag-of-words classifiers to transformer architectures is still constrained by small, single-modal datasets, limiting cross-domain accuracy. Collaboration networks are led by Universitas Indonesia, Universitas Gadjah Mada, and BINUS University, with international co-authorship accounting for only 14 % of outputs. Persistently low digital literacy and overly broad anti-hoax regulations generate a journalistic chilling effect. Strategic recommendations include creating a CC-BY multimodal national corpus of at least 100 000 annotated items, deploying real-time AI moderation through the KominfoAId initiative, implementing sustained train-the-trainer literacy programmes for teachers, enacting a rights-based Digital Rights Bill, and conducting annual longitudinal surveys across 34 provinces to track the societal impact of hoaxes.
Integrasi Visual Learning dan Gamifikasi dalam Pelatihan Public Speaking untuk Meningkatkan Kepercayaan Diri Mahasiswa Asrama Bibit Unggul Surabaya Zahrotul Munawwaroh; Dhelittya Finaliyani Putri; Mohammad Syarrafah; Reza Mehdi Fauzi; Sigit Andrianto
ABDIKAN: Jurnal Pengabdian Masyarakat Bidang Sains dan Teknologi Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/abdikan.v4i2.5137

Abstract

Disparities in higher education access for underprivileged families in Indonesia perpetuate intergenerational poverty cycles. In response, the Surabaya City Government launched the program “Satu Keluarga Satu Sarjana” through full funding and accommodation at the Bibit Unggul Dormitory. Observations by the community service team and focus group discussions (FGDs) with the Surabaya Social Agency revealed that academic competence alone, without strengthening effective communication skills, risks hindering the competitiveness of students from underprivileged backgrounds. Using a Community-Based Participatory Research (CBPR) approach, the team designed a public speaking training intervention integrating visual learning techniques and gamification. The methodology included: (1) anxiety-level surveys, (2) workshops on public speaking techniques and visual-based presentation strategies, (3) practical simulations, (4) gamified role-playing scenarios, and (5) collaborative feedback sessions. Active participation of students ensured contextual relevance. Evaluation results demonstrated significant improvement in self-confidence (pre-test-post-test) and the ability to articulate ideas. This community service initiative not only addresses psychological barriers but also establishes a sustainable soft skills development model for marginalized communities, while aligning with the Sustainable Development Goals (SDGs) in reducing educational inequality.
Framing Analysis of News Coverage on the Budget Blocking of the Nusantara Capital City Development in Detik.com and Tempo.co Febriyanto, Muhammad; Ririn Puspita Tutiasri; Mohammad Syarrafah
International Journal of Social, Economic, and Business Vol. 2 No. 2 (2025): December 2025 (Article in Press)
Publisher : Lavish Opulent Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.1512/x75bwt39

Abstract

The 2024 Indonesian presidential election, won by the Prabowo Subianto–Gibran Rakabuming Raka ticket, marked the beginning of the implementation of massive budget efficiency policies. One of the impacts was the blocking of the budget for a strategic national project, namely the construction of the new capital city, Nusantara (IKN), which sparked public debate and became the focus of online media. Given that media plays a vital role in shaping public perception and opinion, this study aims to analyze how media framing is conducted by Detik.com and Tempo.co in framing the issue of the IKN budget freeze. This study uses the framing model proposed by Zhongdang Pan and Gerald M. Kosicki, which includes four main elements: syntax, script, thematic, and rhetorical. The method used is qualitative descriptive with a constructivist paradigm, which views social reality as the result of intersubjective construction. Data was collected through an analysis of news articles published by Detik.com and Tempo.co between February 6 and 27, 2025, focusing on the issue of the IKN budget freeze. The results of the study indicate that Tempo.co employs a critical framing strategy, emphasizing fiscal uncertainty, environmental impacts, and inconsistencies in government policy. Meanwhile, Detik.com tends to present an informative and administrative frame, emphasizing the continuity of development and clarifications from state authorities. These framing differences indicate distinct editorial orientations between the two media outlets. These findings confirm that framing and agenda setting are not only influenced by objective facts but also by ideological preferences and structural interests inherent in the media institutions themselves.
Representasi Stigmatisasi Obesitas: Analisis Semiotika Karakter Don dalam Film JUMBO dan Implikasinya terhadap Persepsi Tubuh Ideal Reza Mehdi Fauzi; Zahrotul Munawwaroh; Mohammad Syarrafah
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5321

Abstract

This research analyzes the representation of obesity stigmatization through the character Don in the film "Jumbo" by Ryan Adriandhy using Roland Barthes' semiotic approach. Through denotative, connotative, and mythological analysis, the research reveals how the film constructs obesity as a visual and moral anomaly with implications for social perceptions of the ideal body. At the denotative level, Don's character is represented with cinematic techniques that emphasize his body proportions as a deviation from the norm.Connotatively, this representation activates associations between obesity and social incapacity and failure of self-control. At the mythological level, the film naturalizes the view that obesity is a consequence of misguided personal choices. Although there are moments of resistance that acknowledge Don's complexity as an individual, this resistance is limited and does not threaten the dominant structure that idealizes the slender body. The implications are significant for the construction of social perception and the development of body positivity discourse, where media plays a role in reinforcing stigma through a "semiotic circle" that perpetuates body-based discrimination. This research emphasizes the importance of representational transformation in media to build more inclusive perceptions of body diversity, with theoretical implications for media studies and practical implications for media policy, public education, and mental health advocacy.
Bangun Citra, Kuatkan Usaha: Workshop Strategi Branding Sebagai Upaya Pemberdayaan UMKM Kelurahan Rangkah: Penelitian Ardiella Sukma Maheswari; Cahya Yuhan Armandha; Elvina Rahma Khairunnis; Mohammad Syarrafah
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 2 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 2 (October 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i2.3548

Abstract

The Thematic Community Service Program (KKNT) on State Defense and SDGs Period II conducted by Universitas Pembangunan Nasional “Veteran” Jawa Timur in Rangkah Village aimed to empower the local community by strengthening the capacity of Micro, Small, and Medium Enterprises (MSMEs). This program focused on enhancing participants’ understanding and skills in building effective branding strategies through a workshop titled “Build Image, Strengthen Business.” The implementation methods included lectures, tutorials, discussions, and follow-up mentoring sessions. The results indicated a significant increase in participants’ knowledge regarding the importance of brand image, promotional strategies, and the utilization of social media as a digital marketing tool. Participants began to apply the knowledge gained by rebranding their logos, improving packaging design, and strengthening their product visual identity. This activity had a positive impact on improving the competitiveness and professionalism of MSME actors in Rangkah Village. Therefore, this program contributes to achieving Sustainable Development Goal (SDG) 8, which focuses on decent work and economic growth.
Co-Authors Ardiella Sukma Maheswari Cahya Yuhan Armandha Dhelittya Finaliyani Putri Dwi Wahyuningtyas Elvina Rahma Khairunnis Febriyanto, Muhammad Ilmi, Ibnu Malkan Bakhrul Iqbal Ramadhani Mukhlis Iswanda F. Satibi Reza Mehdi Fauzi Ririn Puspita Tutiasri Sembilu, Nambi Sigit Andrianto Yanda Bara Kusuma Zahrotul Munawwaroh