JURNAL PUSTAKA KOMUNIKASI
Jurnal Pustaka Komunikasi is a scientific journal that publishes scientific articles specifically for the study of communication sciences. Jurnal Pustaka Komunikasi contains articles on Communication Science, communication management, advertising, journalism, public relations, broadcasting and media studies.
Articles
324 Documents
<![CDATA[Promosi Global Film K-pop Demon Hunters Melalui Integrated Marketing Communication Netflix ]]>
<![CDATA[Anandita, Aulia Putri]]>;
<![CDATA[Hidayah, Khikmatul]]>;
<![CDATA[Rasyidah, Resa]]>
<![CDATA[ Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023 ]]>
Publisher : <![CDATA[Universitas Prof. Dr. Moestopo (Beragama) ]]>
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DOI: 10.32509/pustakom.v9i1.6339
<![CDATA[The development of digital technology and the increasing use of Over-the-Top services have driven significant changes in global film consumption. Netflix, as the largest subscription video on demand platform, has capitalized on these changes through a global marketing strategy that enables standardized content distribution and promotion across multiple countries. One such film that has garnered widespread attention is the K-pop film Demon Hunters, which blends Western animation with Korean culture and has set global viewing records. This study aims to analyze Netflix's implementation of Integrated Marketing Communication in the film's global promotion. The study employed a descriptive method with a qualitative approach and utilized secondary data in the form of journal articles, industry reports, media coverage, digital content, and audience responses on social media. The analysis was conducted based on five elements of Integrated Marketing Communication: advertising, sales promotion, personal selling, public relations, and direct and digital marketing. The results show that Netflix's strategy successfully created effective marketing communications, adapting to Korean popular culture, and enabled the K-pop film Demon Hunters to achieve global viewing records.]]>
<![CDATA[Strategi Content Creator Bali United Store dalam Mengembangkan Customer Engagement di Tiktok ]]>
<![CDATA[Maharani, Larasati]]>;
<![CDATA[Santoso, Hudi]]>
<![CDATA[ Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023 ]]>
Publisher : <![CDATA[Universitas Prof. Dr. Moestopo (Beragama) ]]>
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DOI: 10.32509/pustakom.v9i1.6148
<![CDATA[Bali United Store, as the official store of the Bali United football club, utilizes its TikTok account as a means of disseminating information and promoting products to fans. This platform is used to strengthen relationships with audiences and build ongoing engagement. This study aims to explain how Bali United Store's TikTok content creators design and manage content in an effort to increase customer engagement during the period from August to December 2025. The research uses a descriptive qualitative approach through observation, interviews, and documentation of content activities on the Bali United Store TikTok account. The analysis refers to The Circular Model of SOME (Share, Optimize, Manage, Engage) as a framework for identifying the application of each stage of the digital communication strategy. The results show that the four stages of the SOME model are consistently applied in content management practices. The share stage is realized through the presentation of club identity-based content and product promotions. The optimize and manage stages are reflected in the selection of appropriate formats and active management of interactions. The engage stage is carried out through efforts to encourage audience participation and responses. This implementation has resulted in increased engagement, expanded content reach, and strengthened brand loyalty for Bali United Store in the digital realm.]]>
<![CDATA[Peran Humas Pemerintah LLDikti Wilayah III dalam Menjaga Citra Lembaga di Era Digital ]]>
<![CDATA[Nugroho, Sigit]]>
<![CDATA[ Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023 ]]>
Publisher : <![CDATA[Universitas Prof. Dr. Moestopo (Beragama) ]]>
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DOI: 10.32509/pustakom.v9i1.6540
<![CDATA[This study aims to analyze the public relations strategies implemented by LLDikti Region III in maintaining institutional image in the digital era. The rapid flow of information and the increasing demand for public transparency require government public relations to adapt their communication strategies in the digital environment. This research applies the P.E.N.C.I.L.S framework (Publication, Event, News, Community Involvement, Identity Media, Lobbying, and Social Responsibility) as an analytical approach to examine the implementation of public relations activities within the institution. The study employs a qualitative descriptive method within a post-positivist paradigm. Data were collected through in-depth interviews, observation, and document analysis involving key informants from the public relations division of LLDikti Region III. The results show that the integrated implementation of the P.E.N.C.I.L.S elements strengthens institutional credibility, improves stakeholder engagement, and supports the sustainability of institutional reputation in the digital public sphere. The study concludes that adaptive public relations strategies based on integrated communication management are essential in maintaining the positive image of public institutions in the digital era.]]>
<![CDATA[Pengelolaan Konten Media Sosial Instagram pada Bisnis Kuliner @Soughdara ]]>
<![CDATA[Putri, Safira Zakiya]]>;
<![CDATA[Diniati, Anisa]]>
<![CDATA[ Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023 ]]>
Publisher : <![CDATA[Universitas Prof. Dr. Moestopo (Beragama) ]]>
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DOI: 10.32509/pustakom.v9i1.4426
<![CDATA[In today's digital era, social media is an effective tool for business promotion. Improving branding can also be done through social media. The purpose of this research is to find out the management of Instagram social media content in the Soughdara culinary business. This research uses the social media planning model by Luttrell (2015) to explain the stages of managing Soughdara's Instagram social media content. This research uses a qualitative approach with a descriptive research type and data collection techniques carried out through the main source of social media monitoring results on the @soughdara Instagram account, interviews with three key informants, one expert informant, and two supporting informants, also through non-participant observation, and document studies. The results showed that the implementation of Instagram social media content management carried out by Soughdara to improve business promotion and branding on social media has been carried out optimally. The content management consists of four stages, namely the @soughdara Instagram account analysis stage, the idea and content creation stage, the account management stage, and the evaluation stage. With this implementation, Soughdara obtained a positive assessment from its followers on Instagram.]]>
<![CDATA[Strategi Branding Grup Musik El-Uwais melalui Pemanfaatan Media Sosial Instagram ]]>
<![CDATA[Alfahiro, Tanjuan]]>;
<![CDATA[Yusup, Eka]]>;
<![CDATA[Susanto, Tri]]>
<![CDATA[ Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023 ]]>
Publisher : <![CDATA[Universitas Prof. Dr. Moestopo (Beragama) ]]>
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DOI: 10.32509/pustakom.v9i1.6184
<![CDATA[This study aims to analyze the branding strategy implemented by the El-Uwais Gambus Music Group through Instagram social media amidst the declining popularity of gambus music and increasing competition from modern music genres. This study uses a qualitative approach with the Brand Expression framework by Sisco Van Gelder to examine three main dimensions, namely brand positioning, brand identity, and brand personality. Data were obtained through in-depth interviews, observations, and documentation of the El-Uwais group owner and the social media admin who manages the group's Instagram account. The results show that El-Uwais utilizes Instagram as the main medium to display a consistent visual identity, emphasize the brand's position as a religious and modern gambus music group, and build a brand personality that is warm, communicative, and close to the audience. This strategy is supported by the use of visual content, documentation of performances, and active interaction with followers, thus helping to strengthen El-Uwais's brand image in the digital space. This research's contribution lies in explaining how the Brand Expression concept is applied in the context of digital communication to build the branding of traditional-religious music groups through Instagram. It also demonstrates that social media can be a strategic tool for expanding the reach and maintaining the existence of gambus music in the digital era.]]>
<![CDATA[Konsep Diri Ceu Epik Sebagai Food Influencer dengan Kearifan Lokal di Tiktok ]]>
<![CDATA[Aulia, Zalfa Dzihni]]>;
<![CDATA[Mukhlisiana, Lusy]]>
<![CDATA[ Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023 ]]>
Publisher : <![CDATA[Universitas Prof. Dr. Moestopo (Beragama) ]]>
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DOI: 10.32509/pustakom.v9i1.5416
<![CDATA[This study examines the self-concept of Ceu Epik as a food influencer who carries local wisdom on TikTok, a phenomenon reflecting how ordinary individuals construct digital identities rooted in cultural authenticity. The research problem centers on how self-concept is formed and expressed through content creation in a local culinary context. This study uses a qualitative descriptive research method; data were obtained through in-depth interviews with Ceu Epik and two of her TikTok followers, along with observations of the @ceuepik TikTok account, and documentation. The findings show that Ceu Epik’s self-concept as a food influencer was shaped by her evolution from a housewife with a culinary hobby into a local content creator who consistently upholds Sundanese cultural identity. This identity is expressed through the stage name “Ceu Epik”, the use of the Sundanese language in her voice-overs, and the signature slogan “Bismillah Huapkeun”. Her content management on TikTok follows three approaches: conceptual, spontaneous, and collaborative content. Through these strategies, Ceu Epik not only promotes local culinary heritage but also contributes to its preservation.]]>
<![CDATA[Company Profile sebagai Media Public Relations dalam Pembentukan Citra Positif KompasTV ]]>
<![CDATA[Nugraheni, Fadila Fitri Eka]]>;
<![CDATA[Priatna, Wahyu Budi]]>
<![CDATA[ Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023 ]]>
Publisher : <![CDATA[Universitas Prof. Dr. Moestopo (Beragama) ]]>
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DOI: 10.32509/pustakom.v9i1.6188
<![CDATA[This study aims to examine how KompasTV's company profile plays a role in building and strengthening the company's positive image in the eyes of the public and business partners. In today’s fast-paced digital communication era, media companies like KompasTV are required not only to present information accurately and attractively but also to maintain the trust of the public and business partners through effective communication. This study uses a descriptive qualitative method by conducting interviews with the Public Relations staff of KompasTV to gain a deeper understanding of the strategies used in presenting the company profile. The results show that KompasTV’s company profile effectively communicates the company’s identity, core values, vision, mission, and programs in a clear, engaging, and easily understandable way. The company profile functions not merely as a formal document but also as an effective communication tool that helps build trust and enhance the loyalty of both the public and business partners. Therefore, the company profile serves as an essential instrument for supporting organizational communication, shaping a strong corporate image, and maintaining KompasTV’s position as a professional and reliable media organization in the highly competitive media industry.]]>
<![CDATA[Pengaruh Konten Promosi Wisata pada Akun Instagram @kotalamasurabaya Terhadap Minat Berkunjung Wisatawan ]]>
<![CDATA[Zefanya, Aulia Neva]]>;
<![CDATA[Mustikasari, Ratih Pandu]]>
<![CDATA[ Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023 ]]>
Publisher : <![CDATA[Universitas Prof. Dr. Moestopo (Beragama) ]]>
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DOI: 10.32509/pustakom.v9i1.5590
<![CDATA[This study was motivated by the development of Kota Lama Surabaya as a heritage tourism destination, which was officially launched in July 2024. As a new tourist destination, effective promotional strategies are needed to increase tourist interest. One of the promotional media used is the Instagram account @kotalamasurabaya. However, the effectiveness of promotional content in influencing visitor interest has not been empirically researched. This study uses a quantitative approach with an explanatory research design. The research population consists of followers of the @kotalamasurabaya Instagram account, with the sample determined using purposive sampling, namely active Instagram users aged 17–35 years who follow the account. Data were collected through an online questionnaire using a 1–4 Likert scale and analyzed using SPSS version 27. This study uses the Stimulus–Organism–Response (S–O–R) theory to explain the influence of promotional content on audience response and interest in visiting. The results show that promotional content influences tourists' interest in visiting through the aspects of relevance, accuracy, ease of understanding, and ease of access to information.]]>
<![CDATA[Penerapan Model AISAS dalam Komunikasi Pemasaran Digital melalui Media Sosial ]]>
<![CDATA[Dewi, Putu Chintya]]>;
<![CDATA[Winayanti, Ratna Devy]]>
<![CDATA[ Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023 ]]>
Publisher : <![CDATA[Universitas Prof. Dr. Moestopo (Beragama) ]]>
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DOI: 10.32509/pustakom.v9i1.6214
<![CDATA[The development of digital technology has fundamentally transformed the landscape of marketing communication, where consumers now play a more active role in seeking information and sharing experiences through social media. Traditional consumer behavior models such as AIDA are increasingly limited in explaining the complexity of digital consumer behavior, which is more interactive and non-linear. This study aims to describe the application of the AISAS model in digital marketing communication through social media and to analyze its effectiveness compared to traditional marketing models. The research employs a systematic literature review by examining and synthesizing relevant scientific publications related to the implementation of the AISAS model on social media platforms obtained from academic databases. The findings indicate that the AISAS model, consisting of five stages (Attention, Interest, Search, Action, Share), can be optimized on different social media platforms through appropriate content strategies, information search optimization, and community engagement. The Search and Share stages emerge as key differentiating elements that reflect the characteristics of digital consumers who actively seek information and share experiences online. The implementation of AISAS has been shown to improve brand awareness, customer engagement, and conversion rates in digital marketing strategies. This study contributes to the academic literature by providing a conceptual synthesis of AISAS model applications within the social media ecosystem and highlighting its relevance as a framework for understanding digital consumer behavior in contemporary marketing communication.]]>
<![CDATA[Pemanfaatan Konten Visual Instagram dalam Meningkatkan Brand Awareness Premiair Group ]]>
<![CDATA[Septiani, Nur Afni]]>;
<![CDATA[Priatna, Wahyu Budi]]>
<![CDATA[ Jurnal Pustaka Komunikasi Vol 9, No 1 (2026): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023 ]]>
Publisher : <![CDATA[Universitas Prof. Dr. Moestopo (Beragama) ]]>
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DOI: 10.32509/pustakom.v9i1.6185
<![CDATA[This study aims to analyze the Instagram visual content strategy implemented by Premiair Group in enhancing brand awareness through the AIDA (Attention, Interest, Desire, Action) model. The research employs a descriptive qualitative approach with a case study method, utilizing in-depth interviews with the Marketing Communication team and secondary data analysis. The findings indicate that the visual content strategy is systematically developed based on established brand guidelines, with a strong emphasis on the consistent use of color palette as the company’s primary visual identity. The implementation of the AIDA model is reflected in attention-grabbing visual elements, the delivery of relevant and distinctive information, the construction of emotional appeal, and the provision of clear call-to-action through accessible contact information. The novelty of this study lies in its analytical focus on the company’s perspective in managing AIDA-based visual content strategies within the private aviation industry, which remains underexplored in academic discourse. The academic contribution of this research is to enrich the literature on digital marketing communication, particularly in relation to the application of the AIDA model in social media visual strategies to build brand awareness in premium service industries.]]>
