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All Journal Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi
Dafina Dewi Puspasari
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Social Sciences

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Analisis Konten Digital @pocarisportid dalam Memperkuat Citra Event Pocari Sweat Run Dafina Dewi Puspasari; Dyah Ayu Prazna Paramitha; Tria Patrianti
Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi Vol. 2 No. 6 (2025): Desember : Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/konsensus.v2i6.1442

Abstract

Pocari Sweat Run as an annual running event of PT. Amerta Indah Otsuka since 2013 has been the main platform to build the brand image of isotonic drinks through an inclusive offline and online hybrid experience. Instagram account @pocarisportid plays a strategic role with digital content such as race teasers, runner testimonials, and UGC content to strengthen the perception of the event as part of a healthy lifestyle. Pocari Sweat Run as one of the National running events utilizes the Instagram account @pocarisportid to convey information, value, and event experience to the audience on a regular basis. This research attempts to examine the role of digital content Instagram @pocarisportid in strengthening the image of the event Pocari Sweat Run. This research uses descriptive qualitative approach with content analysis method. Data analysis was conducted using Ardianto image theory and The Theory of Uses and Gratifications. The finding demostrated  @pocarisportid digital content was able to build a positive image of Pocari Sweat Run as a healthy, professional and inclusive running event. Promotional and educational content represents the expected image (wish image), while documentation of activities and participant testimonials reflect the mental image that emerged from the audience. In addition, digital content is able to meet the needs of information, entertainment, and social interaction of audiences. The implications of this study indicate that the management of digital content that is consistent and oriented to the needs of the audience can be an effective communication strategy in strengthening the image of sports events.
Manajemen Reputasi Digital PT. KAI Pasca Kecelakaan di Bekasi Timur Dafina Dewi Puspasari; Adelia Dwi Ratri; Farhatuz Zahra; Dyah Ayu Prazna Paramitha; Agung Dharmajaya
Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi Vol. 3 No. 3 (2026): Juni: Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/konsensus.v3i3.1834

Abstract

The development of digital media has made an organization's reputation as a strategic asset greatly influenced by public perception in the digital space. In the transportation industry, everything related to safety has the potential to trigger a reputation crisis that can reduce the level of public trust. This study aims to analyze the digital reputation management of PT. KAI after the accident at East Bekasi Station using SCCT and Online Reputation Management (ORM) theory. This research uses descriptive qualitative approach with Case Study Method. Data collected through observation of digital communication PT. KAI on social media and public response that emerged after the incident. The results showed that the incident is included in the accidental cluster because it is considered an accidental operational accident. In the face of crisis, PT. KAI implements the rebuild strategy through apologies, providing information regularly, conveying empathy, and active interaction on social media. From an ORM perspective, companies leverage social media to manage public perception, respond to criticism, and keep the flow of information under control.
Co-Authors Adelia Dwi Ratri Agung Dharmajaya Dyah Ayu Prazna Paramitha Farhatuz Zahra Tria Patrianti