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All Journal Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) RESLAJ: Religion Education Social Laa Roiba Journal
Hansdoko, Rahasdita Reo
Unknown Affiliation
Religion Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Strategi Digital Marketing Melalui Tiktok Dalam Membangun Brand Trust Generasi Z Hansdoko, Rahasdita Reo; Ayuningtyas, Fitria; Maella, Nurannafi Farni Syam; Widiarto, Didik Sugeng
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 6 No 2 (2025): Agustus
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2025.6.2.4595

Abstract

This study aims to analyze digital marketing strategies through the TikTok platform in building brand trust among Generation Z. TikTok is highly relevant due to its large Gen Z user base and interactive features that support viral content distribution. Using a descriptive qualitative approach, this research analyzes digital content from the MS Glow brand during the period of January to June 2025. The findings indicate that strategies such as storytelling, collaboration with micro-influencers, user-generated content, and social value campaigns are effective in enhancing brand trust. This study offers practical insights for marketers in designing relevant digital communication strategies for Gen Z.
Pengaruh Kepuasan Kerja Terhadap Kinerja Karyawan di Universitas Nahdlatul Ulama Surabaya (UNUSA) Hansdoko, Rahasdita Reo; Panuju, Redi; Prasetyo, Iwan Joko
Reslaj: Religion Education Social Laa Roiba Journal Vol. 7 No. 9 (2025): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v7i9.8029

Abstract

This study examines the influence of job satisfaction on employee performance and the role of Nahdlatul Ulama (NU) values as a moderating variable at UNUSA. Using a quantitative approach and a questionnaire distributed to 84 permanent employees, the findings reveal that job satisfaction significantly enhances employee performance, particularly through aspects such as work environment, compensation, leadership, and career development. Although NU values do not statistically moderate the relationship, values such as tawassuth (moderation), tawazun (balance), tasamuh (tolerance), and i’tidal (justice) show a strong correlation with job satisfaction and contribute to creating a harmonious and fair work culture. The average scores of respondent perceptions indicate positive results, supporting the importance of integrating NU values into organizational practices. This study recommends strengthening managerial strategies related to job satisfaction and reinforcing the internalization of NU values.
Co-Authors Fitria Ayuningtyas Nur’annafi Farni Syam Maella Prasetyo, Iwan Joko Redi Panuju, Redi widiarto, Didik Sugeng