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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara KAGANGA KOMUNIKA: Journal of Communication Science Journal Publicuho MEDIAKOM : Jurnal Ilmu Komunikasi
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.
STRATEGI PRODUKSI MINI SERIES BERBASIS SOSTAC PADA KAMPANYE DIGITAL PROGRAM KAMPUS INKLUSI REELS INSTAGRAM @DITJEN_DIKTI Larasati Maharani; Hudi Santoso
KAGANGA KOMUNIKA: Journal of Communication Science Vol 8 No 1 (2026): Edisi 14
Publisher : Fakultas Ilmu Komunikasi Universitas Teknologi Sumbawa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36761/kagangakomunika.v8i1.7469

Abstract

This study aims to design a concept for producing a mini-series as a digital campaign for the Inclusive Campus program on Instagram Reels @ditjen_dikti and to analyze the application of the SOSTAC model in the production process, including the role of the producer. This study employs a descriptive qualitative approach with data collection techniques including interviews, observation, and documentation. Informants were selected through purposive sampling, involving students with disabilities at IPB University—Putri Najla Rasyidah and Rama Vijaya Jhowry—as well as institutional representatives serving as supporting sources. The results indicate that the campaign was produced in three episodes and distributed via Instagram Reels in collaboration with @ipbofficial. The SOSTAC model was systematically applied from planning through evaluation. The campaign employed a participant-driven storytelling approach, showcasing the real-life experiences of students with disabilities, reinforced by perspectives from the campus environment and their families. Evaluation results indicate that the message of an inclusive campus was conveyed consistently, although limitations remain regarding production flexibility, issue diversity, and audience engagement optimization. This study also demonstrates that digital media can effectively serve as a medium for conveying messages of inclusion to the broader public. Keywords: Digital Campaign, Inclusive Campus, Mini Series, Producer, SOSTAC
Strategi Digital Marketing Indibiz dalam Membangun Brand Awareness Melalui Unggahan Konten Digital Larasati Maharani; Hudi Santoso
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2346

Abstract

Indibiz's digital marketing strategy is a step that can be taken to introduce its services to the wider community. This research aims to analyze the strategies used by Indibiz's digital marketing operations in developing brand awareness through the digital content produced. The purpose of this research is to explain what kind of digital content contributes the most to increase Indibiz's brand awareness and explain the latest digital content trends that can be implemented on the Indibiz platform to attract audiences. The data collection process used a descriptive qualitative approach. Data collection techniques were carried out by means of observation, interviews, and documentation. The research used the 4C digital marketing mix theory, namely co-creation, currency, communal activation, and conversation. The results showed that the digital marketing strategy implemented by Indibiz, namely by collaborating with customers and communities, utilizing viral digital content, holding events with communities and being responsive to audiences, was able to develop Indibiz's brand awareness. The challenging factor is that the uploaded content must be in accordance with the brand identity. This is quite challenging for B2B type companies. Abstrak Strategi digital marketing Indibiz merupakan suatu langkah yang dapat dilakukan untuk memperkenalkan layanan yang dimiliki kepada masyarakat luas. Penelitian ini bertujuan untuk menganalisis strategi yang dilakukan digital marketing operation Indibiz dalam mengembangkan brand awareness melalui konten digital yang diproduksi. Tujuan penelitian ini adalah untuk menjelaskan jenis konten digital seperti apa yang paling berkontribusi dalam meningkatkan brand awareness Indibiz dan menjelaskan tren konten digital terkini yang dapat diimplementasikan pada platform Indibiz untuk menarik minat audiens. Proses pengumpulan data menggunakan pendekatan kualitatif deskriptif. Teknik pengumpulan data dilakukan dengan cara observasi, wawancara, dan dokumentasi. Hasil penelitian menggunakan teori bauran pemasaran digital marketing 4C, yaitu co-creation, currency, communal activation, dan conversation. Hasil penelitian menunjukkan bahwa strategi digital marketing yang diterapkan oleh indibiz, yaitu dengan kolaborasi dengan pelanggan maupun komunitas, pemanfaatan konten digital yang viral, mengadakan event dengan komunitas dan responsif terhadap audiens mampu mengembangkan brand awareness Indibiz. Faktor yang menjadi tantangan adalah konten yang diunggah harus sesuai dengan identitas brand. Hal tersebut cukup menantang bagi tipe rusahaan B2B.
Strategi Digital Marketing Indibiz dalam Membangun Brand Awareness Melalui Unggahan Konten Digital Larasati Maharani; Hudi Santoso
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2346

Abstract

Indibiz's digital marketing strategy is a step that can be taken to introduce its services to the wider community. This research aims to analyze the strategies used by Indibiz's digital marketing operations in developing brand awareness through the digital content produced. The purpose of this research is to explain what kind of digital content contributes the most to increase Indibiz's brand awareness and explain the latest digital content trends that can be implemented on the Indibiz platform to attract audiences. The data collection process used a descriptive qualitative approach. Data collection techniques were carried out by means of observation, interviews, and documentation. The research used the 4C digital marketing mix theory, namely co-creation, currency, communal activation, and conversation. The results showed that the digital marketing strategy implemented by Indibiz, namely by collaborating with customers and communities, utilizing viral digital content, holding events with communities and being responsive to audiences, was able to develop Indibiz's brand awareness. The challenging factor is that the uploaded content must be in accordance with the brand identity. This is quite challenging for B2B type companies. Abstrak Strategi digital marketing Indibiz merupakan suatu langkah yang dapat dilakukan untuk memperkenalkan layanan yang dimiliki kepada masyarakat luas. Penelitian ini bertujuan untuk menganalisis strategi yang dilakukan digital marketing operation Indibiz dalam mengembangkan brand awareness melalui konten digital yang diproduksi. Tujuan penelitian ini adalah untuk menjelaskan jenis konten digital seperti apa yang paling berkontribusi dalam meningkatkan brand awareness Indibiz dan menjelaskan tren konten digital terkini yang dapat diimplementasikan pada platform Indibiz untuk menarik minat audiens. Proses pengumpulan data menggunakan pendekatan kualitatif deskriptif. Teknik pengumpulan data dilakukan dengan cara observasi, wawancara, dan dokumentasi. Hasil penelitian menggunakan teori bauran pemasaran digital marketing 4C, yaitu co-creation, currency, communal activation, dan conversation. Hasil penelitian menunjukkan bahwa strategi digital marketing yang diterapkan oleh indibiz, yaitu dengan kolaborasi dengan pelanggan maupun komunitas, pemanfaatan konten digital yang viral, mengadakan event dengan komunitas dan responsif terhadap audiens mampu mengembangkan brand awareness Indibiz. Faktor yang menjadi tantangan adalah konten yang diunggah harus sesuai dengan identitas brand. Hal tersebut cukup menantang bagi tipe rusahaan B2B.
STRATEGI HUMAS DIGITAL DALAM SOSIALISASI PROGRAM KAMPUS BERDAMPAK DI INSTAGRAM @DITJEN_DIKTI Nisrina; Hudi Santoso
MEDIAKOM Vol. 9 No. 01 (2025): Mediakom, September 2025
Publisher : Universitas Muhammadiyah Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study analyzed the digital public relations strategy of the Directorate General of Higher Education (Ditjen Dikti) in promoting the Kampus Berdampak program through its Instagram account @ditjen_dikti. The program, as a continuation of the Merdeka Belajar Kampus Merdeka (MBKM) policy, emphasized the real contribution of higher education to society. Using the POST framework (People, Objectives, Strategy, Technology), this research described how Ditjen Dikti designed an effective, participatory, and data-driven digital communication strategy. A qualitative descriptive method was applied through content observation, interviews, and literature studies conducted during an internship at Ditjen Dikti. The results showed that storytelling-based communication, interactive visual content, and the use of social media analytics successfully increased public awareness, engagement, and participation in the program. In conclusion, the implementation of the POST-based digital communication strategy effectively strengthened Ditjen Dikti’s image as a transparent, innovative, and socially impactful higher education institution.
Co-Authors Hanania Adinda Hasna Mufidah Larasati Maharani Nisrina