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All Journal Petanda : Jurnal Ilmu Komunikasi dan Humaniora Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia INTERACTION Communication Studies Journal Communica : Journal of Communication
Satrio, Sello
Unknown Affiliation
Humanities Computer Science & IT Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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A Narrative Review of AI-Driven Omnichannel Branding Strategies in Global Digital Marketing Satrio, Sello; Fatmawati, Yuli
Communica : Journal of Communication Vol. 2 No. 1 (2024): January 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v2i1.647

Abstract

This narrative review explores the evolution of brand communication strategies within the digital marketing ecosystem, emphasizing the growing significance of omnichannel approaches and emerging technologies in building consumer engagement and brand loyalty. The review aims to evaluate how integrated communication practices—especially those employing artificial intelligence (AI), data-driven personalization, and immersive technologies like virtual reality (VR)—redefine consumer-brand interactions. Literature was collected through comprehensive searches in Scopus and Google Scholar using a Boolean-based strategy with keywords such as "digital marketing," "social media," "brand communication," and "consumer engagement." Inclusion criteria focused on peer-reviewed studies from the past five years that investigated digital branding strategies in developed and developing contexts. Results indicate that omnichannel brand strategies significantly outperform single-channel approaches by offering cohesive, multi-platform experiences that enhance loyalty and trust. AI-based personalization tools and VR-enabled brand experiences deepen user engagement by tailoring communication and delivering authentic interactions. However, the literature also highlights significant disparities in digital capacity across regions, with ethical issues like greenwashing and data privacy violations undermining consumer trust.  The findings suggest the need for policy-level interventions to promote sustainable, ethical, and inclusive brand communication. Stakeholders must align digital strategies with evolving consumer expectations and regulatory demands. Future research should explore the real-world efficacy of these tools and develop region-specific best practices to close the digital divide.
Analisis Media Sosial pada Penyebaran Berita Bohong Terkait BSU di Indonesia Satrio, Sello; Pratama, Alfian
Interaction Communication Studies Journal Vol. 2 No. 2 (2025): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/interaction.v2i2.4838

Abstract

Penelitian ini bertujuan untuk mengidentifikasi penyebaran berita bohong terkait Bantuan subsidi upah (BSU) yang di lakukan di media sosial dalam platform Facebook dan menanggulangi penyebaran berita bohong yang dilakukan lembaga Kementerian Ketenagakerjaan (Kemnaker), BPJS Ketenagakerjaan dan Kantor Pos Indonesia (Pospay)  terkait bantuan subsidi upah (BSU). Pendekatan kualitatif deskriptif dengan metode netnografi yang digunakan untuk menganalisis budaya dan interaksi masyarakat di ruang digital. Hasil penelitian menunjukkan bahwa mengatasi berita palsu tentang bantuan subsidi upah BSU di Facebook membutuhkan kerja sama antara pemerintah, organisasi masyarakat sipil, dan lembaga lokal. Pemerintah memberikan kedaulatan resmi, organisasi masyarakat sipil memperkuat peran masyarakat, sedangkan lembaga lokal mempercepat distribusi klarifikasi di tingkat daerah. Dengan kerja sama yang kolaboratif seperti ini, ekosistem informasi yang sehat dapat dibangun sehingga masyarakat lebih tahan terhadap misinformasi.
Analisis Konstruksi Citra Maskulinitas pada Merek Perawatan Wajah Pria di Indonesia Satrio, Sello; Pratama, Alfian; Handayani, Widhia Seni; Ghanistyana, Lathifa Prima; Nurapriyanti, Tia
Petanda: Jurnal Ilmu Komunikasi dan Humaniora Vol 7, No 3 (2025): Desember 2025
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/petanda.v7i3.6014

Abstract

The significant growth of the men's facial care market in Indonesia has triggered dynamic shifts that challenge the traditional hegemonic masculinity construction in the digital space. This study aims to deeply analyze how three prominent men's facial care brands (Kahf, MS Glow for Men, and Nivea Men) construct images of masculinity through their digital communication strategies, and to identify the patterns of meaning acceptance and negotiation by the audience. Employing a qualitative netnography approach, the core finding reveals that, instead of collapsing, hegemonic masculinity is locally negotiated, resulting in the conceptual model of Locally Negotiated Masculinity. This digital masculinity only accepts grooming practices through three strict justification mechanisms: Functional Justification (linking appearance as Professional Somatic Capital), Spiritual Justification (as Pious Consumption), and Non androgyny Boundary Negotiation which explicitly rejects the East Asian flower boy image. This model serves as a theoretical contribution to gender and digital communication studies in Southeast Asia, challenging Western metrosexual perspectives. The practical implication is that brands must integrate functional and spiritual narratives to legitimize the use of their products in this culturally sensitive market.
Transformasi Wefluencer Sebagai Katalisator Resiliensi Ekonomi Komunitas di Ekosistem Tiktok Satrio, Sello
AURELIA: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Vol 5, No 1 (2026): January 2026
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/aurelia.v5i1.7952

Abstract

Perkembangan pesat social commerce di Indonesia, khususnya melalui ekosistem TikTok, telah memicu pergeseran paradigma komunikasi pemasaran dari gaya "Influencer Tradisional" yang glamor menuju fenomena baru yang disebut "Wefluencer". Penelitian ini bertujuan untuk menganalisis strategi Wefluencer dalam membangun ketahanan ekonomi komunitas serta bagaimana struktur afordansi TikTok mendukung transformasi tersebut. Menggunakan pendekatan kualitatif dengan metode netnografi, penelitian ini mengumpulkan data primer berupa rekaman live streaming dan interaksi kolom komentar, serta data sekunder dari laporan industri seperti Momentum Works dan We Are Social 2025. Analisis dilakukan dengan mengintegrasikan berbagai teori komunikasi, antara lain Social Presence Theory, Source Credibility Theory, Social Capital, Hyperpersonal Perspective, Homophily, dan Affordance Theory. Hasil penelitian menunjukkan bahwa Wefluencer berperan sebagai katalisator ekonomi melalui narasi kolektif yang menekankan pada "perjuangan bersama" dan kejujuran, bukan kemewahan eksklusif. Strategi utama yang ditemukan meliputi: Aktivasi Modal Sosial: Menghubungkan UMKM lokal dengan pasar nasional. Pemanfaatan Homofili: Penggunaan bahasa daerah dan identitas yang setara untuk membangun kepercayaan. Afordansi Media TikTok: Pemanfaatan fitur interaktif seperti "Keranjang Kuning" dan "Live Shopping" yang menciptakan kehadiran sosial (social presence) dan interaksi dua arah yang intens. Penelitian ini menyimpulkan adanya "Kontrak Sosial Digital", di mana audiens tetap memberikan dukungan komersial selama Wefluencer konsisten pada pemberdayaan produk lokal dan transparansi. Fenomena ini membuktikan bahwa keberhasilan ekonomi digital di Indonesia sangat bergantung pada komunikator yang mampu mengubah interaksi digital menjadi gerakan ekonomi kolektif berbasis solidaritas.
Co-Authors Handayani, Widhia Seni Lathifa Prima Ghanistyana, Lathifa Prima Nurapriyanti, Tia Pratama, Alfian Yuli Fatmawati