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All Journal Journal of Economic, Bussines and Accounting (COSTING) Journal of Social Research KREATIF: Jurnal Pengabdian Masyarakat Nusantara
Muh. Najih Farihanto
Universitas Ahmad Dahlan
Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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Optimalisasi Media Sosial sebagai Strategi WOM Marketing: Studi Kasus pada Bengkel FST X Garage Zulfaqqar Fadhil Atha Lathif; Muh. Najih Farihanto
KREATIF: Jurnal Pengabdian Masyarakat Nusantara Vol. 5 No. 4 (2025): Jurnal Pengabdian Masyarakat Nusantara
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/kreatif.v5i4.8728

Abstract

This study aims to analyze the optimization of social media as a Word of Mouth (WOM) marketing strategy to enhance reputation and customer loyalty at FST X Garage, a modern automotive workshop in Magetan, Indonesia. The research is motivated by the growing competition in the automotive service industry and the increasing reliance of consumers on digital recommendations. Using a qualitative approach, data were collected through in-depth interviews, participatory observation, and social media content documentation. The analysis applied Miles and Huberman’s interactive model to identify WOM elements based on Jonah Berger’s Contagious theory, including Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. The findings reveal that WOM at FST X Garage emerges organically through positive customer experiences, service transparency, and direct owner-customer interactions. Social media acts as a catalyst that amplifies public exposure through authentic User-Generated Content. The study implies that integrating service quality and digital communication is essential for building long-term reputation and provides practical insights for automotive service entrepreneurs in applying social media–based WOM strategies effectively.
STRATEGI VISUAL BRANDING SUPPORTER PERSIJAP JEPARA (BANASPATI) DI MEDIA SOSIAL INSTAGRAM Satria Bintang Rahmanto; Muh. Najih Farihanto
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 1 (2026): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/h0xtfm31

Abstract

Penelitian ini bertujuan untuk menganalisis strategi visual branding komunitas suporter Persijap Jepara, yaitu Banaspati, melalui konten visual yang dipublikasikan pada akun Instagram @banaspati.id. Dalam era digital, Instagram menjadi ruang representasi identitas dan kreativitas komunitas suporter, sehingga penting untuk memahami bagaimana elemen-elemen visual digunakan untuk membangun citra, identitas, serta hubungan emosional dengan anggota komunitas. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis konten visual serta wawancara dengan lima anggota aktif Banaspati. Teori Brand Identity Prism dari Kapferer (1992) digunakan sebagai kerangka analisis, meliputi enam dimensi: Physique, Personality, Culture, Relationship, Reflection, dan Self-Image. Hasil penelitian menunjukkan bahwa Banaspati konsisten membangun identitas visual melalui penggunaan warna merah-hitam, simbol api, gaya desain tegas, serta narasi penuh semangat juang. Konten visual juga menjadi sarana ekspresi kreativitas anggota komunitas, memperkuat solidaritas, serta membentuk citra positif suporter yang kreatif, loyal, dan beretika. Melalui visual branding yang kuat, Banaspati tidak hanya membangun eksistensi digital, tetapi juga merepresentasikan budaya lokal Jepara sebagai identitas kolektif komunitas suporter Persijap Jepara.
Fading Solidarity Among Women on Tiktok: A Phenomenological Analysis of the "Girls Support Girls" Movement Among Adolescents Ranniko Dinda Artanti; Muh. Najih Farihanto
Journal of Social Research Vol. 5 No. 2 (2026): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v5i2.2961

Abstract

The Girls Support Girls movement on TikTok initially emerged as a form of inclusive solidarity among women but has shifted toward selective and conditional support. This study aims to understand the forms of female support, the meaning of conditional support, and the factors causing the decline of female solidarity in the Girls Support Girls movement on TikTok from the perspective of young women. This research employs a qualitative approach using a descriptive phenomenological method. Data were collected through semi-structured in-depth interviews with four female participants aged 19–25 years who actively use TikTok and have experience interacting with content related to the Girls Support Girls movement. The findings reveal three main results: (1) support among women on TikTok most often appears in the form of positive validation, encouragement, and defense; (2) such support is perceived as selective and conditional, depending on appearance, social norms, and specific situations; and (3) female solidarity easily fades due to insecurity, competition, and pressure from beauty standards that transform relationships among women into social comparisons. This study confirms that although Girls Support Girls is understood as emotional support among women, its practice is heavily influenced by the social context on TikTok, where validation, social judgment, and aesthetic pressure become the main factors shaping support dynamics.
Co-Authors Ranniko Dinda Artanti Satria Bintang Rahmanto Zulfaqqar Fadhil Atha Lathif