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All Journal Communicology: Jurnal Ilmu Komunikasi Jurnal Ilmu Komunikasi
Heni Hayat
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Languange, Linguistic, Communication & Media Social Sciences

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Difusi Inovasi UMKM Kampung Lele Melalui Program Gesari Binaan PT Semen Jawa Fildzah Berliana Ramadhani; Heni Hayat
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5854

Abstract

Innovation in the Micro, Small, and Medium Enterprises (MSMEs) sector plays a crucial role in increasing competitiveness and strengthening the sustainability of local economies in Indonesia. This study aims to analyze the diffusion process of catfish floss product innovation in Kampung Lele MSMEs in Sukamaju Village, Sukabumi Regency, through the Independent Village Movement (Gesari) Program, supported by PT Semen Jawa. The study employed a qualitative descriptive method, with data collection techniques involving in-depth interviews with business owners and related parties. Based on Rogers' diffusion of innovation theory, the results indicate that the catfish floss innovation can increase the added value of fresh catfish, create employment opportunities for the surrounding community, and support stunting prevention efforts through diversification of highly nutritious fish foods. This innovation is considered to have relative advantages, a high level of welfare relative to the community's socioeconomic conditions, and ease of adoption, although it still faces several obstacles such as limited market access and digital technology. This study recommends the need for expanded digital marketing and ongoing training for MSMEs to ensure the continued development of the innovation. These findings contribute to strengthening community empowerment policies and the development of MSMEs based on local potential.
Strategi Marketing Public Relations dalam Membangun Citra Lembaga Pendidikan Utomo, Shandra Fitriani; Heni Hayat; Novi Andayani Praptiningsih
Communicology: Jurnal Ilmu Komunikasi Vol. 13 No. 2 (2025): Communicology: Jurnal Ilmu Komunikasi, Volume 13 No. 2 Desember 2025
Publisher : Sarjana Terapan Prodi Humas dan Komunikasi Digital Fakultas Ilmu Sosial Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/COMM.035.01

Abstract

The large number of private schools and the competitiveness and challenges of public relations and other private schools. Schools compete to provide students and parents the best education and services. The Al Muslim Foundation is an educational institution that continues to innovate and be creative, with the digital Islamic school as its latest image. In the face of this, one strategy, namely the marketing public relations strategy, can be used. The purpose of this study is to understand and know how the marketing strategy of public relations Al Muslim Foundation is in building image. The Three Ways Strategy by Thomas L. Harris. This is the push strategy, the pull strategy, and the pass strategy. This study uses qualitative methods with a   descriptive approach. The results of this research indicate that the marketing public relations strategy carried out by the Al Muslim Foundation in building its image is relevant to the Three Ways Strategy concept, but in the process, there are still some disadvantages. The conclusion of this study shows that among the three strategies, push, pull, and pass the pass strategy provides the most positive contribution to building the image of educational institutions.
Co-Authors Fildzah Berliana Ramadhani Novi Andayani Praptiningsih Utomo, Shandra Fitriani