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All Journal KAGANGA KOMUNIKA: Journal of Communication Science
Finaliyani Putri , Dhelittya
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Social Sciences

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PERAN DIGITAL MARKETING DALAM MENINGKATKAN DAYA SAING UMKM KULINER KOTA MOJOKERTO Finaliyani Putri , Dhelittya; Rachmawati, Farikha
KAGANGA KOMUNIKA: Journal of Communication Science Vol 7 No 2 (2025): Edisi 13
Publisher : Fakultas Ilmu Komunikasi Universitas Teknologi Sumbawa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36761/kagangakomunika.v7i2.6916

Abstract

The development of digital technology has significantly transformed marketing patterns and consumer behavior, including within the micro, small, and medium enterprises (MSME) sector. In Mojokerto City, culinary MSME players are required to adapt to these changes to remain competitive and expand their market reach. This study aims to analyze the role of Digital Marketing in strengthening the competitiveness of culinary MSMEs and to identify effective Digital Marketing strategies applied in the field. This research employs a qualitative approach through field observations, in-depth interviews, and documentation of MSME actors who utilize digital platforms such as social media, marketplaces, business websites, and online food delivery services. The findings reveal that Digital Marketing contributes to increased sales, market expansion, stronger brand positioning, and improved customer loyalty through more interactive communication channels. In addition, business owners can utilize digital data to analyze consumption trends and formulate more targeted marketing strategies. However, challenges remain in the form of limited technological literacy and inconsistent management of digital content. Therefore, continuous training and mentoring are required to optimize the implementation of Digital Marketing in a comprehensive and sustainable manner.   Keywords: MSMEs in Mojokerto City, Digital Marketing, Competitiveness, Social Media
HUMAS PEMERINTAH DI ERA INTEGRASI ARTIFICIAL INTELLIGENCE: STUDI PRAKTISI IPRA HUMAS JAWA TIMUR Rachmawati, Farikha; Finaliyani Putri , Dhelittya
KAGANGA KOMUNIKA: Journal of Communication Science Vol 7 No 2 (2025): Edisi 13
Publisher : Fakultas Ilmu Komunikasi Universitas Teknologi Sumbawa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36761/kagangakomunika.v7i2.6935

Abstract

The integration of Artificial Intelligence (AI) has generated significant transformations in government public relations practices in Indonesia. This study aims to examine how AI is utilized, conceptualized, and integrated by government public relations practitioners affiliated with IPRA Humas East Java. Specifically, the study explores the maturity levels of AI adoption, the shifting roles of public relations professionals, emerging ethical and professional challenges, and the readiness of human resources in responding to technological transformation. This research employs a qualitative explanatory approach using Focus Group Discussions (FGDs) with public relations practitioners from various regional government institutions. The data were analyzed through the Miles, Huberman, and Saldaña qualitative analytic framework, involving processes of data condensation, data display, and conclusion drawing/verification. The findings indicate that AI integration within government public relations remains uneven across institutions. Most practitioners employ AI primarily at the level of technical automation, including content creation, voice-over production, visual design, and idea generation. Several institutions have advanced toward big data–driven applications such as media monitoring and sentiment analysis, while only a limited number have adopted AI as a tool for supporting strategic communication. Additional findings reveal the existence of an inter-institutional “AI readiness gap,” the emergence of FOMO-driven AI adoption, limited digital literacy, and concerns related to ethics, information accuracy, and data security. The study proposes a Hybrid Human–AI Government PR Practice model as a more adaptive framework for guiding public relations work within the evolving landscape of technological integration..   Keywords: Government Public Relations, Artificial Intelligence, IPRA Humas Jatim, Excellence Theory
Co-Authors Farikha Rachmawati