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All Journal Jurnal Ilmu Komunikasi Jobmark: Journal of Branding and Marketing Communication Seminar Nasional Pariwisata dan Kewirausahaan (SNPK)
Hifni Alifahmi
Universitas Sahid
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Destination Branding of Ternate City in Communicating the Tourism Values Anisa Kadriah Sabanur Liandri; Hifni Alifahmi
Jobmark: Journal of Branding and Marketing Communication Vol. 2 No. 2 (2021): JOBMARK Vol 2 No 2 (January-June 2021)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i2.156

Abstract

Destination branding is a concept that aims to build or improve the quality of a tourist destination. Ternate is one of the destinations in eastern Indonesia with potential in the tourism sector and is currently actively developing strategies to increase tourist visits. This article investigates the efforts of the Ternate tourism board in building a destination branding strategy to promote Ternate's tourism potential. Data was collected using observation methods and in-depth interviews with tourism officials and local community members. The results of this study reveal that the Ternate City Tourism Office applies destination branding by building integrated tourist destinations to become national tourism objects.
LOGIKA PERANCANGAN PESAN UNTUK SUSTAINABILITY TOURISM DESTINATION BRANDING PULAU HARAPAN Hifni Alifahmi; Masayu Indriaty Susanto
Seminar Nasional Pariwisata dan Kewirausahaan (SNPK) Vol. 5 (2026): MEI
Publisher : Sahid University Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/snpk.vol5.2026.471

Abstract

Digitalisasi pariwisata di Kepulauan Seribu memunculkan paradoks antara percepatan pertumbuhan wisata dan tuntutan keberlanjutan lingkungan. Penelitian ini bertujuan untuk: (1) menganalisis implementasi strategi destination branding yang mencakup visi dan pemangku kepentingan, keselarasan antara target wisatawan dan portofolio produk, positioning merek, strategi komunikasi, serta mekanisme umpan balik; dan (2) mengidentifikasi tipologi Message Design Logic (MDL) untuk memperkuat branding destinasi berkelanjutan di Pulau Harapan. Menggunakan kerangka MDL dari O’Keefe, penelitian ini menerapkan pendekatan kualitatif dengan analisis konten terhadap tiga akun Instagram: @pstravelid, @pulauharapan_id, dan @trip_pulauharapan. Hasil penelitian menunjukkan bahwa efektivitas branding sangat bergantung pada integrasi MDL dalam strategi komunikasi digital. Tiga tipe pesan teridentifikasi, yaitu: (1) pesan ekspresif yang menonjolkan daya tarik visual; (2) pesan konvensional yang menekankan norma, kearifan lokal, dan standar Clean, Healthy, Safety (CHS); serta (3) pesan keterlibatan (retoris) yang mendorong interaksi dan partisipasi wisatawan. Namun, promosi digital saat ini masih didominasi oleh logika ekspresif, sementara pesan konvensional dan keterlibatan belum dimanfaatkan secara optimal. Ketimpangan ini berimplikasi pada rendahnya dorongan terhadap perilaku wisatawan yang bertanggung jawab. Oleh karena itu, penelitian ini merekomendasikan optimalisasi pesan keterlibatan serta penyeimbangan konten visual dengan narasi normatif berbasis lokal guna mendukung branding pariwisata berkelanjutan.
INTEGRASI DIGITAL STORYTELLING DALAM STRATEGI DESTINATION BRANDING MUSEUM BATUBARA PTBA Nisa Dwi Saputri; Hifni Alifahmi; Ujang Rusdianto
Seminar Nasional Pariwisata dan Kewirausahaan (SNPK) Vol. 5 (2026): MEI
Publisher : Sahid University Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/snpk.vol5.2026.477

Abstract

Penelitian ini mengkaji kesenjangan praktik komunikasi museum yang belum optimal dalam mengintegrasikan destination branding melalui digital storytelling secara strategis dan konsisten. Fokus penelitian diarahkan pada empat dimensi digital brand storytelling, yaitu story, meaning, ritual, dan transmedia pada Instagram Museum Batu Bara PTBA, serta kaitannya dengan lima tahap destination branding strategy: vision and stakeholders, consumer targeting and product portfolio, positioning and brand components, communication strategy, dan feedback. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus melalui analisis konten digital, dokumentasi, dan interpretasi naratif. Hasil penelitian menunjukkan bahwa praktik digital storytelling masih parsial dan didominasi dimensi story, sedangkan dimensi meaning dan ritual belum optimal membangun keterlibatan khalayak. Dimensi transmedia juga belum terintegrasi lintas platform. Dari perspektif destination branding, museum memiliki potensi pada aspek visi, portofolio produk, dan positioning, tetapi masih lemah dalam strategi komunikasi dan pengelolaan feedback. Penelitian ini menegaskan pentingnya rekonstruksi strategi digital storytelling berbasis narasi holistik untuk memperkuat brand positioning dan relevansi museum di era digital.
Model Perencanaan Kehumasan Pemerintah: Pendekatan Analytical Hierarchy Process (AHP) pada BPK Perwakilan Provinsi Maluku Utara Roni Wijaya; Hifni Alifahmi
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.5477

Abstract

Effective public relations planning is a critical need for government agencies in building a positive public image and reputation. This study aims to develop a public relations communication planning model using the Analytical Hierarchy Process (AHP) and Interpretive Structural Modeling (ISM) approaches for the Public Relations Division of the Audit Board of the Republic of Indonesia (BPK), North Maluku Provincial Representative Office. A qualitative approach was employed, grounded in a post-positivist paradigm. The results reveal that the key factors to consider in communication planning include the quality and relevance of news content to public interest (0.3723), coordination between internal units (0.2257), and the volume and diversity of news coverage (0.1775). Priority message themes include audit planning activities and the submission of audit reports. The most effective communication channels are the official website, followed by mass media and digital platforms such as YouTube and Facebook. Additionally, the reputation index of BPK North Maluku for the 2019–2024 period was 0.52, categorized as "very good." These findings can serve as a strategic reference for developing structured public relations planning models across other government institutions.
Co-Authors Anisa Kadriah Sabanur Liandri Masayu Indriaty Susanto Nisa Dwi Saputri Roni Wijaya Ujang Rusdianto