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All Journal Journal of Innovative and Creativity
M. Yudistira Nugraha
Universitas Islam Negeri Raden Fatah Palembang
Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Strategi Komunikasi Pemasaran Almaz Fried Chicken Cabang Kenten Dalam Menarik Minat Konsumen Muslim Di Kota Palembang Ferdi Taufik Kurniawan; Indri Indri; Klara Salsabila; Abdur Razzaq; M. Yudistira Nugraha
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2079

Abstract

This study aims to examine the marketing communication strategy implemented by Almaz Fried Chicken Kenten Branch in attracting Muslim consumers in Palembang City, particularly in the context of rising consumer awareness regarding global issues such as the boycott of pro-Israeli products and the growing demand for halal local products. The research employs a descriptive qualitative approach, with data collected through non-participant observation, in-depth interviews, and documentation of promotional materials and social media content used by Almaz Fried Chicken. The findings reveal that Almaz Fried Chicken applies an integrated marketing communication strategy rooted in Islamic values. This includes the delivery of messages emphasizing halal certification, Islamic ethics in service, religious-themed interior visuals, and the use of social media platforms such as Instagram and TikTok to communicate promotions and social concern. Furthermore, Almaz strengthens its relationship with the local Muslim community through loyalty programs, social collaborations, and a 5% revenue donation to Palestine. This approach fosters emotional engagement and enhances consumer loyalty. The study concludes that a marketing communication strategy designed with consideration of religious values and social issues can serve as a strong differentiating factor in building trust among Muslim consumers. Marketing communication thus functions not only as a promotional tool but also as a means to reinforce brand identity and social contribution within the Muslim community
Festival Komunikasi 2025 Terhadap Peningkatan Kreativitas Mahasiswa Dalam Mengaplikasikan Output Matakuliah Di UIN Raden Fatah Palembang Adinda Ratu Karuwana; Molly Kurnia; Iqbal Joneska; Abdur Razzaq; M. Yudistira Nugraha
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2525

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Festival Komunikasi 2025 terhadap peningkatan kreativitas mahasiswa dalam mengimplementasikan output pembelajaran mata kuliah Perencanaan Komunikasi di Program Studi Ilmu Komunikasi UIN Raden Fatah Palembang. Festival ini berfungsi sebagai media akademik aplikatif yang mendorong mahasiswa untuk mengaktualisasikan teori ke dalam bentuk karya kreatif, khususnya melalui produksi video klip sebagai proyek akhir semester. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 52 mahasiswa angkatan 2023. Analisis data dilakukan dengan uji linearitas, uji hipotesis, dan koefisien determinasi menggunakan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa Festival Komunikasi memberikan pengaruh signifikan terhadap peningkatan kreativitas mahasiswa, ditunjukkan oleh nilai koefisien determinasi (R²) sebesar 66,2%. Temuan ini menegaskan peran strategis festival akademik sebagai sarana pembelajaran berbasis proyek yang efektif dalam meningkatkan kemampuan berpikir kreatif mahasiswa secara terukur dan sistematis.
Co-Authors Abdur Razzaq Adinda Ratu Karuwana Ferdi Taufik Kurniawan Indri Indri Iqbal Joneska Klara Salsabila Molly Kurnia