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All Journal Edusight International Journal of Multidisciplinary Studies (EIJOMS)
Khairani , Najmi Rizki
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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Marketing Communication Strategy at PADAHALSEKON Thrift Business through Instagram Social Media in Reaching Millennial Generation and Gen Z Sutinnarto; Setiawan, Muhamad Agung; Khairani , Najmi Rizki
Edusight International Journal of Multidisciplinary Studies Vol. 2 No. 1 (2025): Edusight International Journal of Multidisciplinary Studies
Publisher : Yayasan Meira Visi Persada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69726/eijoms.v2i1.99

Abstract

The digital era presents new business opportunities for business people, one of which is the thrifting business in various regions. This thrifting business focuses on selling quality used clothing and is in demand by the millennial generation and Gen Z. PADAHALSEKON is a thrift located in Pekalongan city which has 54.2K Followers on Instagram. This research aims to analyze the marketing communication strategy implemented by the PADAHALSEKON thrift business through Instagram social media in reaching the millennial generation and Gen Z. Using a descriptive qualitative approach, data was collected through interviews, observations, and document analysis. The results show that creative content-based marketing strategies, active interaction with audiences, and collaboration with influencers are effective in increasing audience engagement, brand loyalty, and product sales. Millennials and Gen Z are attracted to aesthetically pleasing visual communication styles, relevant product narratives, and sustainability values. Nonetheless, challenges such as market competition and changing social media algorithms need to be overcome to maintain marketing success. This research provides insights for thrift businesses and academics in understanding marketing communication practices that are relevant to the needs of today's digital audience.
Agenda Setting of News Coverage on the Death of an Online Motorcycle Taxi Driver Caused by a Brimob Tactical Vehicle in Kompas.com and Liputan6.com Digital Media Khairani , Najmi Rizki; Himmah, Rif’atul
Edusight International Journal of Multidisciplinary Studies Vol. 2 No. 3 (2025): International Journal of Law Social Sciences and Management
Publisher : Yayasan Meira Visi Persada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69726/eijoms.v2i3.185

Abstract

This study aims to examine how two mainstream digital media outlets, Kompas.com and Liputan6.com, constructed the news agenda surrounding the death of an online motorcycle taxi (ojol) driver who was run over by a Brimob tactical vehicle during a demonstration riot in Jakarta in August 2025. The study employs the agenda-setting theory, using a qualitative approach and the content analysis method. Data were collected from online news articles published by both media outlets between August 28–31, 2025, that explicitly discussed the tragedy. The findings show that Kompas.com emphasized aspects of institutional responsibility and law enforcement accountability, while Liputan6.com focused more on humanitarian dimensions and social solidarity. These differences indicate that the process of media agenda formation is not neutral but is influenced by editorial orientation and audience characteristics. The study highlights the strategic role of the media in directing public attention toward issues of humanity and police violence in Indonesia
Co-Authors Himmah, Rif’atul Setiawan, Muhamad Agung Sutinnarto