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All Journal Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Neima Aulia
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Humanities Education

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Strategi Marketing Public Relations dalam Memperkuat Brand Awareness Astra Daihatsu Melalui Instagram @astradaihatsupondokcabe Neima Aulia; Indira Dwi Kusumawardani; Tria Patrianti
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 4 No. 1 (2026): Februari: TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Institut Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v4i1.2035

Abstract

The use of social media in public relations practices has become urgent because organizations are required to build communicative and consistent relationships with the public. At Astra Daihatsu Pondok Cabe, the management of the Instagram account @astradaihatsupondokcabe is still not optimal, as seen from the dominance of internal content, the lack of customer-oriented content, and the irregularity of posts. This condition has the potential to weaken brand awareness, especially amid competition with similar competitors who are more active and consistent in utilizing Instagram as a marketing communication medium. This study aims to analyze the implementation of Astra Daihatsu Pondok Cabe's Marketing Public Relations strategy through push, pull, and pass strategies in strengthening brand awareness on Instagram. The results show that the push strategy is more dominant, while the pull and pass strategies have not been effective due to limited creativity, dependence on Head Office materials, and the absence of structured content planning. The implications of this research emphasize the need to form a social media team, strengthen digital competencies, develop sustainable content planning, and increase consumer-oriented approaches to support the effectiveness of MPR and strengthen brand awareness.
Political Lobbying Walhi terhadap Krisis Banjir Bandang di Sumatera Neima Aulia; Ahmad Mujammil Raza; Aditia Saputra; Winda Dwi Astuti Zebua
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 4 No. 1 (2026): Februari: TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Institut Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v4i1.2071

Abstract

The Indonesian Forum for the Environment (WALHI) responded to the flash flood crisis in Sumatra at the end of 2025. The floods were triggered by massive deforestation and the failure of environmental governance, highlighting the urgency of shifting the paradigm from an anthropocentric discourse (natural disasters) to an ecocentric one (ecological disasters). This study aims to analyze how WALHI utilized the momentum of the crisis to reframe public discourse while also using it as an effective political lobbying tool. The research methods used were descriptive qualitative and data analysis of conventional media (framing) and documentation. The results of the study found that WALHI implemented an integrated public affairs strategy. By shifting the public narrative through media campaigns, it then translated this into political pressure through direct lobbying of the Ministry of Forestry and Commission IV of the Indonesian House of Representatives. This strategy succeeded in pushing for concrete policies such as the revocation of 22 forest management permits and the formation of an investigative working committee in the House of Representatives. The research findings offer an integrative advocacy model for civil society organizations, showing that a combination of effective discourse framing and structured political lobbying can transform ecological crises into substantive policy changes.
Co-Authors Aditia Saputra Ahmad Mujammil Raza Indira Dwi Kusumawardani Tria Patrianti winda dwi astuti zebua