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Solidaritas
Published by Universitas Slamet Riyadi
ISSN : -     EISSN : -     DOI : -
Core Subject : Education,
Education
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Articles 685 Documents
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STRATEGI KONTEN INSTAGRAM @BELOVASKINOFFICIAL DALAM MENINGKATKAN PENJUALAN PRODUK BELOVA Kurnia Sari, Kristiana; Hindra, Nurnawati; Muadz, Muadz
Solidaritas Vol 9 No 1 (2025): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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ABSTRACT This study aims to analyze the Instagram content strategy of @belovaskinofficial in increasing sales of Belova skincare products during the period of July–December 2024. Using a descriptive qualitative research method, this study examines how the implemented content strategy attracts attention (Attention), builds interest (Interest), creates desire (Desire), and drives purchasing actions (Action) based on the AIDA model. Data were collected through interviews with the clinic owner, Instagram account manager, and Belova customers, as well as by analyzing engagement and sales data. The findings indicate that the applied content strategy successfully increased engagement but has not been fully effective in converting engagement into sales. Content featuring engaging visuals, storytelling, and clear call-to-action elements tends to be more effective in encouraging audience interaction. However, challenges such as slow admin responses and a lack of content variation remain obstacles in optimizing marketing effectiveness. This study recommends improving content quality and variation, optimizing call-to-action strategies, and enhancing audience interaction to increase the effectiveness of digital marketing strategies. Keywords: Content strategy, Instagram, Digital Marketing, AIDA Theory, Engagement
Pola Komunikasi Pemain Gim Daring Player Unknown Battle Ground Desa Kepuh Sukoharjo Wijayakusuma, Guruh
Solidaritas Vol 9 No 1 (2025): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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This study aims to analyze the communication patterns of Player Unknown Battle Ground (PUBG) players in the Kepuh Village community, Sukoharjo. PUBG players in Kepuh Village, Sukoharjo communicate virtually when playing PUBG, before or after the game, even though they are not physically close to each other. Simple facial expressions and high-pitched intonations are non-verbal communication for PUBG players in Kepuh Village. Verbal and non-verbal interactions form multi-directional communication patterns by exchanging ideas dialogically. The passive communication style of PUBG players is formed in the behavior of 'silent' or choosing to only continue playing with their gadgets when blaming other players. Aggressive communication by mocking each other's playing style and methods, to the point of scaring their playmates. The most visible assertive communication style is when PUBG players in Kepuh Village play compactly with good coordination to be able to win the game. Keywords: PUBG Online Game, Communication Patterns, and Communication Style
PEMANFAATAN KONTEN INSTAGRAM @perpustakaanumumkotadepok SEBAGAI SARANA PROMOSI PADA PERPUSTAKAAN UMUM KOTA DEPOK Rizqi Safitri, Erfriyanka; Astuti I, Andri
Solidaritas Vol 9 No 1 (2025): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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Utilizing Instagram social media is very important to reach all levels of society to obtain information. Especially in the modern era, people really need information on various social media. Social media has the advantage of supporting the quality of service that will be provided to visitors. Social media can make it easier for people to access data and various information in libraries. Social media can also be a forum for collaborating with existing writers in creating activities such as book reviews. Librarians can be more innovative to create new services that are not yet available in libraries. Librarians can also improve their skills through social media. The purpose of writing this manuscript is so that the Depok city public library can have a greater number of Instagram followers and increase visitors coming to the library. The implementation method is the descriptive method. The results of creating interesting and consistent content will introduce libraries to all levels of society. The use of Instagram was chosen because many people use it, both teenagers and adults. so that users know where the Depok City Public Library is located and the various activities carried out by the Depok City Public Library every day. Unfortunately, the Depok City Public Library's Instagram was hit by hackers as a result of which quite a lot of followers were lost and they finally created a new Instagram. The solution is to create more interesting content about the library so that followers can grow more. Keywords: Social Media; Instagram; Promotion; Library
STUDI DESKRIPTIF KUALITATIF STRATEGI PENYIARAN RADIO LPP RRI SURAKARTA Fitriani, Afika Nur; Maserona, Lukas
Solidaritas Vol 9 No 1 (2025): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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This study aims to analyze the communication strategy implemented by RRI Pro 2 Surakarta in the context of broadcasting in the digital era. Using a qualitative descriptive method, this study identifies the steps of the communication strategy which include determining the audience, setting goals, formulating messages, selecting methods, and selecting media. In addition, this study also reveals the communication techniques used, such as canalizing, informative, and persuasive. The results of the study indicate that RRI Pro 2 Surakarta faces several obstacles in the process of delivering information and physical obstacles that affect the effectiveness of communication. Keywords: RRI Pro 2 Surakarta, communication strategy, broadcasting, digital media.
ANALISIS FRAMING PEMBERITAAN LARANGAN THRIFTING PADA MEDIA KOMPAS.COM PERIODE TANGGAL 18 - 22 MARET 2023 Nur Laila, Zulaikha; Suryo S, Herning
Solidaritas Vol 9 No 1 (2025): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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This research analyzes the framing of news related to the ban on thrifting in the Kompas.com media for the period 18 - 22 March 2023 using the framing analysis model of Zhongdang Pan and Gerald M. Kosicki, which includes four structural dimensions (syntactic, script, thematic and rhetorical). This research uses a qualitative descriptive approach with documentation data collection and data selection techniques. Data were obtained from articles published during that period. The results of the analysis show that there is a change in the focus of framing in the news. In the first to fourth news, Kompas.com emphasized government policy which prohibits thrifting because it is considered to damage micro, small and medium enterprises (MSMEs). The fifth news item presentsconsumers' responses to the ban, while the sixth news item provides solutions for affected traders. In the seventh news, Kompas.com presents arguments from several fashion specialists regarding the ban on thrifting. Based on the analysis of the structure of the news script presented by Kompas.com which meets the 5W+1H elements, this report focuses more on the government's perspective which supports the ban on thrifting, with an emphasis on Minister of Trade regulation no. 18 of 2021 Article 2 Paragraph 3 which assesses that thrifting can harm MSMEs. Kompas.com presents news in language that is easy to understand, allowing the audience to understand the policy clearly. Keywords: framing, thrifting, Kompas.com
PEMANFAATAN PODCAST NOICE SEBAGAI MEDIA INFORMASI DAN MEDIA HIBURAN BAGI MAHASISWA: Studi Kasus Mahasiswa Pengguna “Noice” di Kota Surakarta Nur Rahman, Arief Rizki; Kusumo Aji, Haryo; Muadz, Muadz
Solidaritas Vol 9 No 1 (2025): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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This study discusses the use of Noice podcasts as a medium of information and entertainment for students in Surakarta City. Podcasts are increasingly in demand by the public, especially students, because of their flexibility in presenting various types of content that can be accessed anytime and anywhere. The formulation of the problem in this study is how to use Noice podcasts as a medium of information and entertainment for students? Using qualitative descriptive methods, data collection was carried out through interviews, observations, and documentation of students who actively listen to Noice podcasts. The results of the study show that Noice podcasts are effective in conveying information and providing relevant and useful entertainment. A variety of content and features such as video podcasts, live streaming, and downloads provide convenience and flexibility for listeners. This study concludes that Noice podcasts have a positive impact on increasing insight and as a means of relieving stress for students. It is recommended for Noice developers to continue to improve the quality of content and services in order to improve the user experience.
INTEGRATED MARKETING COMMUNICATION (IMC) DIVISI EVENT DAN BANQUET POSE IN HOTEL SOLO: INTEGRATED MARKETING COMMUNICATION (IMC) DIVISI EVENT DAN BANQUET POSE IN HOTEL SOLO Ikhsan Saputro, Muhammad; Sekar Wangi, Maya; Maria H, Dewi
Solidaritas Vol 9 No 1 (2025): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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This study aims to analyze the Integrated Marketing Communication (IMC) strategiesimplemented by the Event and Banquet Division at Pose In Hotel Solo to enhancecompetitiveness and attract customers. This research applies a qualitative descriptive approachthrough in-depth interviews, direct observation, and documentation. The results indicate thatIMC strategies, such as digital advertising, public relations, personal selling, direct marketing,and sales promotion, have effectively increased brand awareness and customer loyalty.However, limitations in human resources, particularly in CSR activities, remain a challenge.Despite this, the IMC approach enabled Pose In Hotel Solo to stay competitive with only asingle marketing division. This study recommends strengthening strategic and innovative IMCplanning to improve performance.Keywords: Integrated Marketing Communication, Event, Banquet, Hotel, Marketing Strategy
KOMUNIKASI POLITIK CALEG MILENIAL : (STUDI KASUS TIGA CALON ANGGOTA LEGISLATIF PADA PEMILIHAN ANGGOTA LEGISLATIF KABUPATEN SRAGEN TAHUN 2024) Dyah Paradita, Rheinova Kirana; Itasari, Andri Astuti; Maserona, Lukas
Solidaritas Vol 9 No 1 (2025): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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This study aims to disseminate political communication implemented by millennial legislative candidates (caleg) in the 2024 Legislative Election (Pileg) campaign in Sragen Regency. Given the large contribution of the millennial generation in the election, which covers around 33% of the total votes (Lemhannas RI, 2024), this study highlights the importance of an effective political communication strategy to attract the attention of young voters. This study uses a qualitative approach with an in-depth interview method with three millennial legislative candidates, Nugroho Sulistyo, Bakti Ida Hutami, and Ria Cerryana Rahmawati, as well as first-time voters who represent support for each legislative candidate. The results of the study show that social media plays a very important role in shaping the political views of millennial voters, with platforms such as Instagram, TikTok, and WhatsApp used by legislative candidates to convey their political messages. Issues such as education, economic welfare, and infrastructure development are the main focus of their campaigns, which are relevant to the daily lives of young voters. Overall, this study found that effective political communication through social media, as well as communicating messages that are in line with the issues faced by young voters, are important factors in winning support in the 2024 Election. Keywords: Political Communication, Millennial Candidates, Social Media, First-Time Voters.
Strategi Komunikasi Ptpn Radio Melalui Konten Media Sosial Tiktok Hastin, Tifani Yolfah; Mahar Rizqi, Fikriana
Solidaritas Vol 9 No 1 (2025): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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This study aims to analyze how PTPN Radio Solo implements communication strategies through the social media platform TikTok to reach a wider audience, particularly the younger generation. The phenomenon underlying this research is the shift in media consumption patterns, where many radio listeners have transitioned to digital platforms like TikTok for entertainment and information. In this study, the Communication Strategy theory is used to understand how communication planning can be effectively applied, while New Media Theory by Pierre Lévy explains how new media like TikTok enables more interactive communication. The research employs a qualitative descriptive method, collecting data through interviews with content creators, video editors, and PTPN Radio Solo’s audience. The findings indicate that the communication strategy implemented through TikTok, utilizing features such as For You Page (FYP), duet, stitch, and live streaming, successfully increased audience engagement and reintroduced PTPN Radio Solo to new listeners. In conclusion, the use of TikTok as part of a digital communication strategy has proven effective in enhancing interaction and strengthening PTPN Radio Solo’s position in the digital era, demonstrating how traditional broadcasting media can adapt to digital trends to remain relevant. Keywords: PTPN Radio, TikTok, Strategy
ANALISIS AKTIVITAS PROMOSI PRODUK WILDTRACK APPAREL Nur Dyatin, Rochmad; Wangi, Maya Sekar; Widiyowati, Estu
Solidaritas Vol 9 No 1 (2025): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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This research is motivated by the phenomenon of the inability of several creative industries to maximize the capabilities of human resources and the use of communication media in supporting promotional activities in their companies. The purpose of this study is to analyze the promotional activities of Wildtrack Apparel products. This study uses the promotion theory according to Kotler and Armstrong as a reference for research using descriptive qualitative research methods. The sampling technique is done by purposive sampling. Data collection is carried out through observation of Wildtrack Apparel product promotional activities, interviews with owners, marketing, employees and consumers as well as documentation related to the company's promotional activities. The validity test techniques used by researchers are method triangulation and source triangulation. The results of the study indicate that Wildtrack Apparel product promotional activities include the application of marketing mix with a communication approach that utilizes the development of information technology and a social relations approach to build a positive corporate image so as to increase sales of Wildtrack Apparel products. Thus, the promotional activities carried out by Wildtrack Apparel have been able to strengthen communication with consumers to market products and increase sales of Wildtrack Apparel products optimally.

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