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All Journal JKMS : Jurnal Ilmu Komunikasi Journal Analytica Islamica IKRA-ITH EKONOMIKA Jurnal Pengabdian Kepada Masyarakat dan Desa (PASSA) International Journal of Economics and Management Research
Rizqiana, Dyah Seruni
Politeknik Negeri Medan
Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Literature Review: The Role of Media in Integrated Marketing Communication (IMC) on Consumer Purchase Interest Rahma, An Nisa Dian; Yudha, Angga Tinova; Sembiring, Putri Sosanti; Rizqiana, Dyah Seruni
Journal Analytica Islamica Vol 14, No 1 (2025): ANALYTICA ISLAMICA
Publisher : Program Pascasarjana UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jai.v14i1.24858

Abstract

This study aims to examine the role of media in supporting Integrated Marketing Communication (IMC) in increasing consumer buying interest. The method used is a literature study with various academic sources and previous research reviewed related to consumer behavior, communication media, and IMC. The results of the study show that the media forms brand awareness, positive perceptions, and emotional relationships between customers and brands. The connection of messages across various media within the IMC framework has been shown to accelerate the customer's experience with the product, from the stage of knowing the product to making a purchase decision. Therefore, in contemporary marketing strategies, the strategic factors that increase purchase intention are good media selection, integration and management.
Mengenal Media Sehat : Literasi Media Digital Untuk Anak Sekolah Dasar Di Era Informasi Asmara, Sulthan Jiyad Muqsith; Tambunan, Sarah Rouli; Rahma, An Nisa Dian; Sembiring, Putri Sosanti; Rizqiana, Dyah Seruni
Jurnal Pengabdian Kepada Masyarakat dan Desa Volume 3, Nomor 1, Juli 2025
Publisher : Politeknik Negeri Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51510/passa.v3i1.2451

Abstract

Kegiatan ini bertujuan jangka panjang untuk membentuk budaya literasi media digital yang sehat dan Islami di lingkungan sekolah dasar. Target khusus yang telah dicapai meliputi peningkatan pemahaman siswa terhadap penggunaan media digital secara bijak, penyediaan modul edukatif untuk guru, serta peningkatan keterlibatan orang tua dalam pendampingan media di rumah. Data yang digunakan mencakup data primer dari observasi lapangan, pre-test dan post-test siswa, serta wawancara guru dan orang tua; dan data sekunder dari literatur literasi digital anak. Metode kegiatan ini dilakukan melalui pendekatan partisipatif edukatif berbasis workshop dan penyuluhan interaktif. Solusi yang ditawarkan meliputi pembuatan modul mengenal media sehat, penyuluhan literasi media untuk siswa dan guru, serta pelatihan orang tua. Strategi utama yaitu mengintegrasikan nilai moral dan agama dalam materi digital serta membangun kolaborasi antara sekolah dan rumah. Hasil kegiatan menunjukkan peningkatan skor pemahaman siswa meningkat sebesar 73,4% dari angka semula senilai 48,2 menjadi 83,6, peningkatan keterampilan guru dalam menyisipkan literasi media di kelas, dan peningkatan kesadaran orang tua terhadap pentingnya kontrol media digital. Kegiatan ini terbukti memberikan dampak positif dan membuka peluang untuk pengembangan lanjutan dalam bentuk modul berlisensi dan publikasi ilmiah.
Analisis Peran Influencer dalam Promosi Event Budaya Festival Tao Toba Jou Jou 2025 melalui Tiktok Rizqiana, Dyah Seruni; Maharani, Blangi Intan
IKRAITH-EKONOMIKA Vol. 8 No. 2 (2025): IKRAITH-EKONOMIKA Vol 8 No 2 Juli 2025
Publisher : Universitas Persada Indonesia YAI

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

Abstract

Penelitian ini bertujuan untuk menganalisis peran influencer dalam promosi Festival Tao Toba JouJou 2025 melalui platform TikTok. Di tengah perkembangan digital, media sosial menjadi alatefektif untuk menyebarkan informasi budaya secara luas, terutama kepada generasi muda. TikTok,sebagai platform yang menonjol dalam tren visual dan interaktif, dimanfaatkan influencer untukmembangun narasi promosi dengan pendekatan personal dan kreatif. Metode yang digunakanadalah kualitatif deskriptif dengan teknik observasi terhadap konten TikTok dari beberapainfluencer yang terlibat dalam promosi festival. Peneliti mengamati strategi naratif, gayakomunikasi, elemen budaya yang ditampilkan, serta respons audiens terhadap konten yangdipublikasikan. Hasil penelitian menunjukkan bahwa influencer menggunakan teknik visualstorytelling, simbol budaya lokal, serta komunikasi yang santai untuk menciptakan keterlibatanemosional dengan audiens. Interaksi parasosial yang dibangun mampu meningkatkan minataudiens untuk hadir dalam festival. TikTok juga berperan sebagai ruang ekspresi budaya modernyang efektif dalam memperkenalkan nilai-nilai lokal secara menarik.Penelitian ini menyimpulkan bahwa strategi promosi melalui influencer di TikTok efektif dalammembangun visibilitas dan ketertarikan terhadap event budaya, serta mendukung pelestarianbudaya dalam format digital yang relevan.
The Effectiveness of Public Communication by the North Sumatra Tourism Office on the "Sumut Tourism Festival 2024" Event Calendar to Strengthen Tourism in North Sumatra Among Students of Politeknik Negeri Medan Rahma, An Nisa Dian; Sembiring, Putri Sosanti; Rizqiana, Dyah Seruni
Journal Analytica Islamica Vol 14, No 2 (2025): ANALYTICA ISLAMICA
Publisher : Program Pascasarjana UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jai.v14i2.26355

Abstract

This study aims to analyze the effectiveness of public communication conducted by the North Sumatra Tourism Office at the "Sumut Tourism Festival 2024" event in strengthening the tourism sector in the province, with a focus on the perceptions of students of the D-IV MICE Study Program at the Medan State Polytechnic. The specific target to be achieved is to identify effective public communication strategies in increasing student participation and interest in visiting North Sumatra tourism, as well as providing recommendations for improving future communication strategies. The research method used is a quantitative approach with a survey using a questionnaire distributed to students. The data obtained will be analyzed using descriptive and inferential statistics. The results of the study indicate that public communication conducted by the North Sumatra Provincial Tourism Office through the "Sumut Tourism Festival 2024" has proven effective in strengthening the regional tourism sector. This effectiveness is seen from the positive and significant influence between public communication (X) on strengthening tourism (Y), evidenced by the calculated t value (9.825) > t table (1.974) and Sig. 0.000 < 0.05. This means that the more effective the public communication is, the greater the strengthening of public interest and participation, especially MICE students at the Medan State Polytechnic, in the tourism sector.
ANALYSIS OF INSTRUCTIONAL COMMUNICATION IMPROVING STUDENT SATISFACTION WITH TEACHING QUALITY IN STUDY PROGRAM OF D4 MEETING, INCENTIVE, CONVENTION, EXHIBITION (MICE) AT MEDAN STATE POLYTECHNIC Simbolon, Yohana Yulianti; Rizqiana, Dyah Seruni; Sembiring, Putri Sosanti; Maharani, Blangi Intan; Rahma, Annisa Dian
Jurnal Ilmu Komunikasi Vol 14 No 1 (2025): Jurnal Ilmu Komunikasi (JKMS)
Publisher : Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35967/jkms.v14i1.7649

Abstract

This study analyse the implementation of instructional communication by lecturers and its impact on student satisfaction levels in the D4 Meeting, Incentive, Convention, and Exhibition (MICE) Study Programme at the Medan State Polytechnic. This study employs a qualitative descriptive approach, with data collected through a closed-ended questionnaire. Instructional communication plays a crucial role in developing communicators' skills to understand the ongoing learning situation and adapt teaching strategies to meet students' needs as learners.  The research results indicate that instructional communication plays a very important role in enhancing student satisfaction with the quality of the learning process. Effective communication between lecturers and students, characterised by clear information delivery, the use of varied teaching methods, and the provision of constructive feedback, significantly contributes to increased student engagement and satisfaction during lectures. Some of the main challenges faced include instructors' difficulties in adapting teaching materials to the diverse backgrounds and abilities of students, as well as limited access to relevant and up-to-date reference sources in the field of MICE. These factors have the potential to reduce teaching effectiveness and, in turn, negatively impact student satisfaction if not addressed strategically. 
Interactive Marketing Communication through Live Commerce: A Pathway to Consumer Loyalty Ryndian Gusty; Poppy Wulandari; Ira Nur Dewita Siregar; Dyah Seruni Rizqiana; Dita Kartika Sari Hasibuan
International Journal of Economics and Management Research Vol. 4 No. 1 (2025): April : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i1.454

Abstract

This study aims to explore the role of interactive marketing communication through live commerce in fostering consumer loyalty in Indonesia, with a specific focus on the Shopee Live platform. Despite the growing popularity of live commerce, limited interaction and a predominantly transactional approach in live broadcasts remain major obstacles to establishing long-term relationships between brands and consumers. Based on a comprehensive literature review, interactivity in live commerce has been shown to enhance consumer engagement and trust, which in turn influences emotional loyalty. However, most previous studies have primarily concentrated on transactional aspects, overlooking the significance of personal relationships in cultivating sustainable consumer loyalty. This research employs a qualitative approach through a systematic literature review to examine the phenomenon of interactivity on Shopee Live and its impact on consumer loyalty in the Indonesian context. The findings indicate that responsive and personalized interactive communication can reduce psychological distance between hosts and consumers, fostering emotional closeness that reinforces trust and consumer loyalty. This study fills a gap in the existing literature by emphasizing the critical role of emotional, social, and cultural dimensions in shaping consumer loyalty, particularly within the Indonesian market. The insights generated from this research offer practical implications for e-commerce businesses, especially Shopee, to leverage interactivity as a strategic marketing communication tool for building long-term relationships and brand loyalty.
Co-Authors Asmara, Sulthan Jiyad Muqsith Dita Kartika Sari Hasibuan Ira Nur Dewita Siregar Maharani, Blangi Intan Poppy Wulandari Rahma, An Nisa Dian Rahma, An Nisa Dian Rahma, Annisa Dian Ryndian Gusty Sarah Rouli Tambunan, Sarah Rouli Sembiring, Putri Sosanti simbolon, yohana yulianti Yudha, Angga Tinova