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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Journal Publicuho
Hudi Santoso
Sekolah Vokasi IPB University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Strategi Komunikasi Pemasaran Surau College Indonesia Untuk Meningkatkan Minat Calon Mahasiswa Melalui Instagram Hasna Mufidah; Hudi Santoso
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 4 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i4.8112

Abstract

Surau College Indonesia memanfaatkan Instagram sebagai sarana komunikasi pemasaran digital untuk menarik minat calon mahasiswa terhadap program-program pendidikannya. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran yang diterapkan menggunakan teori Circular Model of Social Media (SoMe). Pendekatan yang digunakan adalah kualitatif deskriptif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam dengan tim konten kreator Surau College, observasi aktivitas pada akun Instagram @surau.college, serta dokumentasi terhadap konten yang dipublikasikan di platform tersebut. Proses analisis dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan, dengan validasi menggunakan triangulasi sumber. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran yang diterapkan mencakup keempat tahapan model SoMe: berbagi konten edukatif dan informatif (share), optimalisasi desain visual dan narasi (optimize), manajemen konten secara konsisten dengan editorial plan (manage), serta peningkatan interaksi melalui fitur-fitur seperti Instagram Reels, Story, polling, dan Q&A (engage). Strategi ini terbukti mampu meningkatkan awareness dan engagement, khususnya di kalangan generasi muda pengguna aktif media sosial. Temuan juga menunjukkan bahwa pendekatan kreatif dalam konten serta penggunaan data insight Instagram menjadi faktor penting dalam memperkuat koneksi emosional dengan audiens. Studi ini menegaskan efektivitas teori SoMe sebagai kerangka strategis dalam membangun citra lembaga pendidikan dan meningkatkan minat calon mahasiswa melalui media sosial secara terintegrasi.
STRATEGI KOMUNIKASI DIVISI MEDIA RELATIONS DALAM MENGHADAPI ISU PUBLIK STUDI KASUS PT XYZ Hanania Adinda; Hudi Santoso
Journal Publicuho Vol. 8 No. 4 (2025): November - January - Journal Publicuho
Publisher : Halu Oleo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35817/publicuho.v8i4.985

Abstract

This study aims to analyse the communication strategies of PT XYZ's Media Relations Division in dealing with public issues that could potentially affect the company's reputation. As an upstream oil and gas company operating in an area prone to environmental, social, and safety issues, PT XYZ faces complex communication challenges in the digital age. This study uses a descriptive qualitative approach with case studies to describe in depth the process of planning, implementing, and evaluating the communication strategies applied. The results show that PT XYZ's communication strategy refers to the Situational Crisis Communication Theory (SCCT) framework, which includes three main approaches: diminish strategy, rebuild strategy, and bolstering strategy. The diminish strategy is used for incidental issues with an emphasis on fact-based clarification; rebuild is applied to situations that have a social impact through corrective actions and empathetic communication; while bolstering is carried out through strengthening relationships with the media and implementing corporate social responsibility (CSR) programs. The application of these three strategies has proven effective in maintaining positive public sentiment, increasing trust, and strengthening the company's reputation. This study emphasises the importance of internal coordination, information transparency, and empathy-based communication as the keys to successful public issue management in the energy sector.
Co-Authors Hanania Adinda Hasna Mufidah