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All Journal Journal Analytica Islamica Tabsyir: Jurnal Dakwah Dan Sosial Humaniora
Indira Fatra Deni Peranginangin
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Religion Humanities Education Social Sciences

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THE ROLE OF CORPORATE PUBLIC RELATIONS IN BUILDING BRAND VOICE AT PTPN IV REGIONAL I MEDAN Ryan Dwi Cahya; Indira Fatra Deni Peranginangin
Journal Analytica Islamica Vol 15, No 4 (2026): ANALYTICA ISLAMICA (In Press)
Publisher : Program Pascasarjana UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jai.v15i4.29912

Abstract

The development of digital media encourages companies, including State-Owned Enterprises (SOEs), to build strategic and consistent corporate communications through social media to strengthen the company's identity and reputation. This study aims to analyze the role of Corporate Public Relations of PTPN IV Regional I Medan in building the company's brand voice through the Instagram account @n4r1_mediacorporate. The study uses a qualitative approach with descriptive methods to understand the corporate communication practices carried out by public relations in translating the company's identity into digital communications. Data collection techniques were carried out through observation, in-depth interviews, and documentation studies, while data analysis was carried out through data reduction, data presentation, and drawing conclusions using source triangulation techniques to ensure data validity. The results of the study indicate that Corporate Public Relations of PTPN IV Regional I Medan has a strategic role in building the company's brand voice through consistent, communicative, persuasive, educational, and informative digital communications with a semi-formal communication style adapted to the characteristics of social media without eliminating the company's professional identity as a SOE. Digital communication management through Instagram is considered quite effective in increasing audience engagement through interactions in the form of comments, likes, and positive responses to company content, and is able to strengthen the company's image and relationship with the public. However, this study also identified several challenges in maintaining brand voice consistency, such as rapidly changing social media trends, differences in creative ideas within the team, and adapting communication styles to diverse audiences. Therefore, increasing content creativity, posting consistency, and developing more interactive communication strategies is necessary to strengthen a company's brand voice and make it more relevant in the digital age.
Strategi Komunikasi Pemerintah Kabupaten Tapanuli Selatan melalui Media Sosial dalam Mensosialisasikan Program 1000 Kolam Fazri Fadhilah Tambunan; Indira Fatra Deni Peranginangin
Tabsyir: Jurnal Dakwah dan Sosial Humaniora Vol. 7 No. 3 (2026): Juli : Tabsyir: Jurnal Dakwah dan Sosial Humaniora
Publisher : STAI YPIQ BAUBAU, SULAWESI TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59059/tabsyir.v7i3.3150

Abstract

This study aims to explore the communication strategies of the South Tapanuli Regency Government through social media in promoting the 1,000 Ponds Program, a community-based fish self-sufficiency initiative that is a priority for regional food security development. The study examines the processes, meanings, and challenges of local government communication amid the digital divide, which remains a problem in rural areas. The study employs a qualitative approach with a case study design based on an interpretive paradigm. Data were collected through semi-structured interviews, non-participatory observation, and a document review of officials and staff at the South Tapanuli Regency Communication and Information Technology Office, as well as community leaders selected using purposive and snowball sampling techniques. Data analysis was conducted using the Miles and Huberman interactive model. The research results reveal five main findings: collaborative cross-agency communication strategy planning; the selection of social media platforms based on audience segmentation and analytical data; planned content production that is constrained by limited human resources; public interaction that remains dominated by one-way communication, although it is beginning to evolve toward a dialogic approach; and the implementation of a hybrid communication strategy in response to the digital divide caused by geographical conditions. These findings enrich New Media Theory and the Theory of Government Digitalization by demonstrating that the digitalization of local government communication is a contextual process. The study recommends strengthening digital human resource capacity, streamlining content approval mechanisms, integrating digital and non-digital communication strategies, and conducting further research that incorporates the perspectives of program beneficiaries.
ANALYSIS OF SERUNI KOPI'S DIGITAL BUSINESS CONTENT IN INCREASING SALES TURNOVER Aulya Fatahilla; Indira Fatra Deni Peranginangin; Deddy Parwis Jailani Nasution
Journal Analytica Islamica Vol 15, No 2 (2026): ANALYTICA ISLAMICA
Publisher : Program Pascasarjana UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jai.v15i2.28858

Abstract

This study aims to analyze the use of Seruni Kopi's digital business content on Instagram as a marketing communication tool and its role in supporting increased sales turnover. This research departs from a gap in previous studies that tended to emphasize the role of social media in brand awareness and general promotion, while analysis of the function of digital content as a marketing communication instrument linked to sales turnover in local coffee MSMEs is still limited. The study used a qualitative approach with content analysis methods, supported by observations of the Instagram account @seruni.kopi, interviews with the business owner, and documentation of digital content. The results indicate that Seruni Kopi's digital content serves three main functions: conveying product information, building business image, and creating interaction with the audience through promotional content, shop atmosphere, and trend-based posts. The main finding of this study is that digital content contributes to a qualitative increase in visits and consumer response, but its effectiveness is not optimal because content management is still spontaneous and not strategically planned. Theoretically, this study emphasizes the importance of digital content as an interactive marketing communication medium for MSMEs. Practically, this study recommends the need for more consistent, varied, and targeted content planning to support optimal sales growth.
Co-Authors Aulya Fatahilla Deddy Parwis Jailani Nasution Fazri Fadhilah Tambunan Ryan Dwi Cahya