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All Journal Da'watuna: Journal of Communication and Islamic Broadcasting
Rori Hastomo
Unknown Affiliation
Religion Computer Science & IT Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Strategi Media Sosial TikTok Nusantara TV dalam Meningkatkan Engagement Agus Setiawan; Rori Hastomo
Da'watuna: Journal of Communication and Islamic Broadcasting Vol. 5 No. 3 (2025): Da'watuna: Journal of Communication and Islamic Broadcasting
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/dawatuna.v5i3.7718

Abstract

TikTok, as a rapidly growing platform, offers a variety of creative features that enable users to effectively reach a wider audience. This study discusses the TikTok social media strategy implemented by Nusantara TV to enhance engagement, as engagement significantly impacts a company’s public image. Using a qualitative approach, the research demonstrates how these strategies contribute significantly to increased engagement. The study analyzes Nusantara TV’s TikTok content strategy through the Stimulus-Organism-Response (SOR) framework. The strategy includes the use of up-to-date news content, short video formats, interactive Live Streams, and the use of hashtags. Audience responses are reflected through comments, likes, and shares, with a preference for educational content. As a result, there has been a significant increase in engagement and follower growth—from 5,000 to 80,000 in three months—along with improved audience loyalty toward Nusantara TV’s TikTok account. View counts rose organically from around 13 million in January, 40 million in February, and 86 million in March. The combination of content and tagging has helped boost both engagement and follower count on Nusantara TV’s TikTok.
Implementasi Komunikasi Korporat dalam Transformasi Perusahaan: Studi Kasus: PT Produksi Film Negara (Persero) Rori Hastomo; Rahma Sinatrya Fatmawati
Da'watuna: Journal of Communication and Islamic Broadcasting Vol. 5 No. 5 (2025): Da'watuna: Journal of Communication and Islamic Broadcasting
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/dawatuna.v5i5.9682

Abstract

This study examines the implementation of corporate communication in the organizational transformation of PT Produksi Film Negara (Persero) (PFN), a state-owned film company in Indonesia. The transformation represents a strategic initiative to address financial challenges and enhance the company’s relevance in the national film industry by repositioning its role from a film production house to a film financing institution. This shift in the business model requires effective internal communication to ensure that all employees understand, embrace, and support the new direction of the company, while fostering a work culture that is adaptive to the dynamics of the modern film market. Externally, the corporate communication strategy is aimed at reintroducing PFN to stakeholders, including investors, filmmakers, and the media, through consistent and targeted messaging. Such efforts are expected to build PFN’s new reputation as a credible financial entity, attract potential partners, and restore public trust that had declined due to operational limitations over the past decades. This study employs a qualitative approach, using in-depth interviews, participatory observations, and document analysis as data collection techniques. The findings reveal that corporate communication plays a central role in reducing internal resistance and fostering strategic relationships with external stakeholders, which ultimately becomes a decisive factor in PFN’s success in realizing its vision as a film financing company
Co-Authors AGUS SETIAWAN Rahma Sinatrya Fatmawati