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All Journal Jurnal Ilmu Sosial dan Humaniora Jurnal The Messenger Jurnal SOLMA Jurnal Dinamika Sosial Budaya Al-Kharaj: Journal of Islamic Economic and Business JIIP (Jurnal Ilmiah Ilmu Pendidikan) KADARKUM: Jurnal Pengabdian Kepada Masyarakat JURNAL ILMIAH GLOBAL EDUCATION PEMA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat Journal of Innovation Research and Knowledge Jurnal Riset sosial humaniora, dan Pendidikan (Soshumdik) Jurnal Pengabdian Masyarakat Intimas (Jurnal INTIMAS): Inovasi Teknologi Informasi Dan Komputer Untuk Masyarakat Jurnal Kajian Agraria dan Kedaulatan Pangan FENOMENA: Journal of Social Science Jurnal Dinamika Ilmu Komunikasi INJECT Interdisciplinary Journal of Communication
Pamungkas, Yoma Bagus
Prodi Ilmu Komunikasi, Fakultas Teknologi Informasi & Komunikasi, Universitas Semarang, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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AN ANALYSIS OF 8 FORMULAS FOR FORMING ALIFIA HIDAYATI'S SOCIAL BRANDING ON THE TIKTOK ACCOUNT @RUMROIJEN Edi Nurwahyu Julianto; Ayang Fitriyanti; Yoma Bagus Pamungkas
Journal of Innovation Research and Knowledge Vol. 4 No. 1: Juni 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jirk.v4i1.7830

Abstract

One communication strategy that instills a positive perception of a person in the public is carrying out personal branding. The presence of TikTok has the function of being able to create a digital marketing strategy and build a brand, with TikTok being able to influence the behavior of its followers. One of them is the TikTok celebrity Alifia Hidayanti or known as Mbak Yu, who is famous because she likes to wear kebaya to travel around Semarang and other areas to visit unique places. This research uses a qualitative method with a descriptive approach, focusing on a research case study, namely finding out Mbak Yu Berkebaya's personal branding through her Tiktok social media account @rumroijen. With his unique appearance, he is different from young people his age, making him entertaining and attractive for introducing Javanese culture to his followers. Mbak Yu Berkebaya has consistently built personal branding using 8 formation concepts, namely The Law of Specialization, The Law of Leadership, The Law of Personality, The Law of Distinctiveness, The Law of Visibility, The Law of Unity, The Law of Persistence, and The Law of Goodwill, on his Tiktok account, makes him better known and increases his personal value and selling power. So he has had many opportunities to collaborate with various events, brands and companies
Peran Kredibilitas Akun Instagram, Persepsi Manfaat, dan Literasi Digital dalam Meningkatkan Kesadaran Gizi Publik Wiratama, Reva Andrea; Pamungkas, Yoma Bagus; Saptiyono, Ami
Jurnal Ilmiah Global Education Vol. 6 No. 4 (2025): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v6i4.4719

Abstract

This study investigates the effect of the National Nutrition Agency's Instagram account credibility on public awareness of the Free Nutritious Meal Program, mediated by perceived usefulness and digital literacy. Employing a quantitative associative causal design, data were collected from 384 Generation Z and millennial Instagram users in Indonesia using purposive sampling. The research instrument was a structured questionnaire with a 6-point Likert scale, and data were analyzed using Generalized Structured Component Analysis (GESCA). Results show that account credibility significantly increases public awareness, with perceived usefulness acting as the main mediator and digital literacy as a borderline mediator. The findings highlight that useful content and audience digital skills are crucial for effective digital health communication. In conclusion, credible government social media, relevant content, and improved digital literacy are essential for enhancing public awareness and participation in strategic health programs.
Pengaruh Kampanye Instagram Greenpeace Indonesia terhadap Perilaku Pro-Lingkungan: Mediasi Emosi dan Kesadaran Rafa, Ersa Nabalah; Pamungkas, Yoma Bagus; Saptiyono, Ami
Jurnal Dinamika Ilmu Komunikasi Vol 11, No 2 (2025)
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/dinamika.v11i2.5997

Abstract

This study aims to examine the influence of Greenpeace Indonesia's Instagram campaign on the pro-environmental behavior of the younger generation by highlighting the mediating role of ecological emotions and environmental awareness. Using a quantitative approach and the Generalized Structured Component Analysis (GSCA) method, this study involved 384 respondents aged 17–35 years who were active followers of @greenpeaceid accounts. The results of the analysis showed that Greenpeace Indonesia's digital campaign had a significant direct effect on pro-environmental behavior (β = 0.298; p 0.001). In addition, ecological emotions (β = 0.133; Z = 4.83) and environmental awareness (β = 0.139; Z = 6.06) was shown to partially mediate the relationship. These findings strengthen the integration of four main theories, namely the Elaboration Likelihood Model (ELM), Theory of Planned Behavior (TPB), Affective Response Theory (ART), and Value-Belief-Norm Theory (VBN), as a conceptual framework to understand the mechanism of behavior change based on social media campaigns. Theoretically, the study enriches the environmental communication literature by emphasizing the importance of emotional and cognitive aspects in the effectiveness of digital campaigns. By practical implication, environmental organizations and policymakers are advised to design communication strategies that combine emotional and educational visual elements to increase public awareness and engagement in sustainable pro-environmental action.
Dampak Konten Mikrofeminisme terhadap Kesadaran Gender Generasi Z: Peran Mediasi Keterlibatan Sosial dan Norma Sosial Rahmadani, Pinastika; Pamungkas, Yoma Bagus; Julianto, Edi Nurwahyu
Jurnal Riset Sosial Humaniora dan Pendidikan Vol. 4 No. 4 (2025): Desember: Jurnal Riset Sosial Humaniora dan Pendidikan
Publisher : LPPM Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/soshumdik.v4i4.3087

Abstract

Gender inequality remains a pressing global issue. Amid the rise of social media, microfeminism emerges as a form of digital activism rooted in personal narratives and everyday resistance. This study aims to examine the impact of microfeminist content on gender awareness among Generation Z in Indonesia, with online social engagement and digital social norms as mediation variables. A quantitative explanatory approach was used, involving 384 respondents recruited through purposive sampling. Data were collected via online questionnaires and analyzed using Generalized Structured Component Analysis (GSCA). The findings indicate that microfeminist content influences gender awareness both directly and indirectly. Online social engagement proved to have the strongest mediating effect, while digital social norms also contributed significantly. These results underscore the importance of participatory interaction and collective norms in shaping gender equality values in digital spaces. 
Audience Cognition Through Elaboration Likelihood Model Process: Instagram Content of Indonesian Health Ministry on Stunting Phenomenon Richiana Hapsari; Yoma Bagus Pamungkas
INJECT (Interdisciplinary Journal of Communication) Vol. 9 No. 1 (2024)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v9i1.1049

Abstract

This study assesses the impact of the Instagram campaign “25.000 Penentu Generasi Penerus” on the audience's cognitive response to Indonesia’s stunting education efforts. Using an explanatory quantitative method, data was collected via online questionnaires and analyzed using Variance-Based Structural Equation Modeling (VB-SEM) and Generalized Structured Component Analysis (GSCA). The findings suggest that Instagram content and perceived persuasiveness have a direct, positive, and significant influence on the cognitive responses of the @kemenkes_ri Instagram content viewers, with the effect being moderate to high. However, perceived persuasiveness significantly influences audience behavior change when it acts as a mediator. Thus, it is essential for the Ministry of Health of the Republic of Indonesia (Kemenkes RI) to maintain high-quality messaging in stunting education content and to enhance the selection of highly credible figures as sources in the content.
Penguatan Kapasitas Pemuda dalam Pemanfaatan TikTok Affiliate sebagai Strategi Ekonomi Digital Berbasis Komunitas Ambarwati, Wahyu Diah; Pamungkas, Yoma Bagus; Yunianto, Aldias Erik; Fathih, Qoimudin Tajul; Ambarwati, Tarisma; Febriano, Vega
PEMA Vol. 5 No. 3 (2025)
Publisher : Perkumpulan Manajer Pendidikan Islam Indonesia (PERMAPENDIS) Prov. Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56832/pema.v5i3.2262

Abstract

Perkembangan media sosial telah membuka peluang baru dalam pengembangan ekonomi digital, salah satunya melalui pemanfaatan program TikTok Affiliate sebagai strategi pemasaran berbasis platform digital. Permasalahan utama yang dihadapi meliputi rendahnya kapasitas pemuda dalam memahami konsep dan mekanisme kerja TikTok Affiliate serta keterbatasan keterampilan dalam menghasilkan konten promosi yang sesuai dengan karakteristik platform. Kegiatan pengabdian kepada masyarakat ini dilaksanakan dalam bentuk pelatihan TikTok Affiliate yang bertujuan untuk memperkuat kapasitas pemuda dalam memanfaatkan media sosial sebagai strategi ekonomi digital berbasis komunitas. Metode pelaksanaan kegiatan meliputi tahap perencanaan, pelaksanaan pelatihan, dan evaluasi. Pada tahap pelatihan, peserta memperoleh materi mengenai konsep dasar affiliate marketing, mekanisme kerja TikTok Affiliate, strategi komunikasi pemasaran digital, serta praktik langsung pembuatan konten promosi. Evaluasi dilakukan melalui pengukuran tingkat pemahaman peserta sebelum dan sesudah pelatihan serta penilaian terhadap kemampuan peserta dalam memproduksi konten promosi. Hasil kegiatan menunjukkan adanya peningkatan kapasitas pemuda yang ditunjukkan oleh meningkatnya pemahaman peserta terhadap TikTok Affiliate serta berkembangnya keterampilan dalam merancang konten promosi yang lebih efektif. Kegiatan ini berkontribusi dalam memperkuat literasi digital pemuda dan mendorong pemanfaatan media sosial secara produktif untuk pengembangan ekonomi digital berbasis komunitas secara berkelanjutan.
TRANSFORMASI STRATEGI PROMOSI DIGITAL UMKM MELALUI PELATIHAN FOTO PRODUK BERBASIS PRAKTIK MEDIA SOSIAL Muafi, Siti Liza; Asmiarti, Yufrida; Kusumaningtyas, Nadya; Rohman, Farkhan Nur; Franscikal, Aditya; Pamungkas, Yoma Bagus
Intimas Vol 6 No 1 (2026)
Publisher : Fakultas Teknologi Informasi dan Industri Unisbank

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35315/intimas.v6i1.10495

Abstract

Abstract The development of social media has made visual content a crucial element in MSME promotional strategies. However, many MSME actors still face limitations in producing attractive product photographs that align with the characteristics of social media platforms. This Community Service Program (PKM) aimed to enhance the understanding and skills of MSME actors in Jomblang Subdistrict in product photography to support the optimization of digital promotion. The implementation method employed a participatory and applicative approach through stages of needs analysis, theoretical training, hands-on product photography practice using simple equipment, as well as evaluation and mentoring. Evaluation was conducted using pretests and posttests to measure improvements in participants’ understanding. The results showed a significant increase in the average score from 52.4 in the pretest to 82.6 in the posttest. In addition, the quality of participants’ product photographs improved in terms of lighting, composition, and background selection, which contributed to increased promotional interaction on social media. These findings demonstrate that practice-based product photography training is effective, easy to adopt by MSMEs, and contributes to enhancing the sustainability of digital promotional competitiveness.
Co-Authors Ambarwati, Tarisma Ambarwati, Wahyu Diah Ami Saptiyono Asmiarti, Yufrida Ayang Fitriyanti Edi Nurwahyu Julianto Edi Nurwahyu Julianto Edi Nurwahyu Julianto, Edi Nurwahyu Fajriannoor Fanani, Fajriannoor Fathih, Qoimudin Tajul Febriano, Vega Fitra Prasapawidya Purna Fitrianti, Ayang Franscikal, Aditya Hapsari, Richiana Hilda Rahmah, Hilda Khasanah, Diyah Hesti Nur Kusumaningtyas, Nadya Muafi, Siti Liza Muhammad Adnan Nurul Hasfi Pujiastuti, Natalia Sari Purba, Arief Marizki Rafa, Ersa Nabalah Rahmadani, Pinastika Richiana Hapsari Rohman, Farkhan Nur Rokhim, Yusrilzal Saptiyono, Ami Septiandani, Dian Sigit Hardiyanto Tika Ristia Djaya, Tika Ristia Wiratama, Reva Andrea Yuliyanto Budi Setiawan Yunianto, Aldias Erik Yuwanto Yuwanto