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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi MUHARRIK: JURNAL DAKWAH DAN SOSIAL
Ebthasarie, Kurnia Dwi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Relational Communication in Digital Media: A Qualitative Study of Public Relations Practices in Indonesian Telecommunication Ebthasarie, Kurnia Dwi; Kriyantono, Rachmat; Prasetyo, Bambang Dwi
MUHARRIK: Jurnal Dakwah dan Sosial Vol. 7 No. 1 (2024): Muharrik: Jurnal Dakwah dan Sosial
Publisher : Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/muharrik.v7i1.8479

Abstract

This study examines the strategic orientation of Indosat’s Marketing Public Relations (MPR) in digital communication by addressing a key gap in current scholarship: despite the growing prominence of digital consumer engagement in Indonesia, limited research explicates how telecommunication brands operationalize soft-sell and hard-sell approaches within MPR frameworks and how these strategies shape relational dynamics with digital audiences. The research employs a qualitative descriptive design with purposive sampling of Indosat’s digital communication materials published between 2020 and 2024, focusing on three major campaigns: Emotional Connection, Indosat for Everyone, and Digitalization. Data were collected through systematic documentation of digital content across official social media platforms and complemented by non-participant observation, followed by thematic analysis to identify recurring narrative, visual, and relational patterns. The findings indicate that Indosat predominantly adopts a soft-sell MPR strategy manifested through emotionally driven storytelling, human-centered imagery, and value-based messaging that foregrounds inclusivity and social connection. Hard-sell elements appear more selectively and function primarily to deliver concise informational prompts related to product offerings. Analytical interpretation reveals that these soft-sell techniques strengthen brand–consumer relationships by fostering emotional resonance and perceived relational closeness, aligning with theories of emotional branding and digital engagement. The study contributes to digital communication and MPR scholarship by demonstrating how soft-sell relational strategies in Indonesia’s youth-driven digital ecosystem operate not merely as promotional tools but as mechanisms for constructing sustained brand loyalty and trust.
Managing Brand Identity During a Merger: Indosat's Phase-Specific MPR Strategies Ebthasarie, Kurnia Dwi; Kriyantono, Rachmat; Prasetyo, Bambang Dwi
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 13 No 3 (2026): December
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v13i3.70863

Abstract

Corporate mergers disrupt organizational identity and challenge stakeholder trust. This study develops a phase-specific Marketing Public Relations (MPR) framework that explains brand identity transitions during corporate mergers. A sequential mixed-methods design examined 30 YouTube advertisements and interviews with three senior marketing practitioners across the pre-merger (2020–2021), transition (2022), and post-merger (2023–2024) phases of Indosat Ooredoo Hutchison. Campaign records and platform interactions provided descriptive engagement indicators. The findings identify three communication mechanisms: Identity Anchoring, Organizational Sense Giving, and Identity Consolidation, forming the proposed Brand Transition Marketing Public Relations (BT-MPR) Framework. View-through rates increased from 54% to 68%, while comment volume rose by 64%. These patterns suggest an association between phase-specific communication strategies and audience engagement, although the single-case design limits causal inference and generalizability. Marketing managers should align communication strategies with merger phases to preserve brand continuity and strengthen stakeholder trust.
Co-Authors Bambang Dwi Prasetyo Rachmat Kriyantono