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Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi)
Published by Universitas Sangga Buana
ISSN : 27742342     EISSN : 27742202     DOI : -
Core Subject : Religion, Humanities, Science, Education, Social,
Religion Humanities Languange, Linguistic, Communication & Media Library & Information Science Social Sciences
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) is a scientific journal published by the Sangga Buana YPKP Social and Political Science Study Program with p-ISSN 2774-2342,e-ISSN 2774-2202 published 2 times and 1 year (June-December). The articles published have gone through the review process of the reviewers, which are related to communication science. The articles that are published can also be in the form of scientific ideas, theoretical and conceptual studies, as well as practical applications from both academics or practitioners in the field of communication. The scope of the Buana Communications Journal includes: Interpersonal Communication, Public Communication, Organizational Communication, Mass communication, Political Communication, Cultural Communication, Communication Ethics, and Religious communication.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 118 Documents
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Makna “Bergizi” Dalam Persepsi Masyarakat Kota Depok Pada Program Makan Bergizi Gratis (MBG) Desna Aryana Pratiwi; Amanda Devita Triana; Aflah Kanaya Noor; Nazwa Haliza Gunawan Azzahra
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 7 No 1 (2026): April
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2026.7.1.5422

Abstract

The Free Nutritious Meals Program (MBG) is a national policy aimed at improving children’s nutritional quality and human resource development in Indonesia. This study aims to analysis how residents of Depok City interpret the concept of “nutritious” food within the MBG program. The study employs a qualitative approach based on a constructivist paradigm through interviews with parents, students, and community members. The analysis utilized Stuart Hall’s Encoding-Decoding theory and the Stimulus-Organism-Response model. The results indicate that the community interprets nutritious food not only based on nutritional content but also on cleanliness, freshness, taste, and family health experiences. There is a gap between government nutritional standards and community perceptions. Negative experiences regarding food quality erode public trust and lead to food waste behaviour within the MBG program.  
Diskursus Edukasi Literasi Digital Di Youtube: (Analisis Wacana Kritis Norman Fairclough Terhadap Kanal Youtube @pertajampolapikir) Rifqi Syahlendra; Masriah Masriah; Rafli Akram Kurniansyah; Devi Novianti; Riskya Khairunisa Novitasari
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 7 No 2 (2026): August
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2026.7.2.5481

Abstract

This study aims to analyze how the construction of digital literacy education discourse is formed in the YouTube content of @PertajamPolapikir, identify the ideologies and representations that emerge within it, and understand the educational communication strategies used in building digital literacy awareness among internet users. The method used is a qualitative approach with Norman Fairclough's Critical Discourse Analysis (CDA), which covers three dimensions: text, discourse practice, and social practice. Data were collected through video observation, documentation, and literature review. The results show that in the text dimension, the use of metaphors demonstrates dramatization that frames digital addiction and mental health. In discourse practice, content is produced systematically combining popular language and semi-scientific legitimacy to strengthen persuasive power. And in socio-cultural practice, discourse reflects the power relations between platforms and users in the context of digital culture.
Paradoks Popularitas Digital: Interaksi Iklan Meta dan Hasil Pemilihan dalam Pilkada Bolaang Mongondow Timur 2024 Syukur Alfajri; Reza. B
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 7 No 2 (2026): August
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2026.7.2.5484

Abstract

Social media has positioned Meta Ads as a significant tool of digital political communication, yet high digital engagement does not necessarily lead to electoral success. This study aims to examine the relationship between digital engagement and electoral outcomes in the Meta Ads campaign during the 2024 East Bolaang Mongondow Regional Election. Using a qualitative approach, the research analyzed Meta Business Suite metrics and 372 Facebook user comments through qualitative content analysis. The campaign generated 252,300 views, reached 180,933 accounts, and produced 2,847 interactions, while positive sentiment dominated 91.4% of comments. User responses focused on religious expressions, political support, development aspirations, candidate loyalty, and criticism. Despite strong digital performance, the incumbent candidate received only 47.47% of the vote and lost to the challenger. The findings reveal a Digital Popularity Paradox, where high digital visibility and engagement do not necessarily translate into electoral support or voting preferences.
Strategi Kolaborasi Key Opinion Leader dalam Membangun Brand Awareness Herbakof melalui Event Ramadan Hermin Kusumajati; Jasmin Jannatania
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 7 No 2 (2026): August
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2026.7.2.5493

Abstract

Digital media growth has encouraged brands to adopt more relevant, personal, and interactive marketing communication strategies. One approach is collaboration with Key Opinion Leaders (KOLs), particularly during cultural and seasonal campaigns such as Ramadan. This study examines Herbakof’s KOL collaboration strategy in building brand awareness through a Ramadan event campaign. A descriptive qualitative approach was used to explore campaign planning, implementation, audience engagement, and post-event communication. Conducted over six months, the study involved three informants selected based on their roles in the campaign. Data were collected through in-depth interviews, event observation, and documentation of campaign content. The findings show that KOL collaboration supported not only message dissemination but also meaningful relationships between the brand and its audience. Effectiveness depended on KOL credibility, character compatibility, campaign messages, event context, audience experience, and post-event communication. The study contributes to branding theory by explaining how KOL collaboration and event experiences strengthen brand awareness.
Pemanfaatan Media Sosial sebagai Sarana Branding Sekolah: Analisis Isi Konten pada Akun Instagram SMP Islam Cendekia Cianjur Najwa Hafifah; Suhaila Rasya; Ferry Dermawan
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 7 No 2 (2026): August
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2026.7.2.5473

Abstract

This study analyzes the use of Instagram as a branding medium for SMP Islam Cendekia Cianjur through the @officialcendekia account. Using qualitative content analysis on 296 posts from June 2025 to May 2026, five content categories were identified: Informative (18.2%), Educative (14.9%), Achievement (30.4%), Religious (25.0%), and Engagement (11.5%). Achievement and Religious content dominated, reflecting a deliberate strategy to build perceived quality and brand association. Thematic analysis revealed four core values: academic excellence, religiosity, leadership, and competitive spirit. The account is strategically utilized to construct institutional identity, building brand equity and positioning the school as a competitive Islamic institution.
Analisis Framing Harian Jogja dan ANTARA News Yogyakarta dalam Pemberitaan Isu Makan Bergizi Gratis (MBG) di Yogyakarta Muhammad Atha Naufal; Herlambang Jati Kusumo
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 7 No 2 (2026): August
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2026.7.2.5603

Abstract

This study examines how Harian Jogja and ANTARA News Yogyakarta framed news coverage of the Free Nutritious Meals (Makan Bergizi Gratis/MBG) program during a series of mass food-poisoning cases in Yogyakarta between 13–30 August 2025. Using a qualitative descriptive approach within a constructivist paradigm, eight news items were analyzed through Robert N. Entman’s framing model (define problems, diagnose causes, make moral judgment, treatment recommendation) and interpreted further through McCombs and Shaw’s Agenda Setting Theory. The findings show that Harian Jogja framed MBG as a food-safety crisis demanding a program moratorium and full audit, emphasizing catering negligence and potential budget misuse, whereas ANTARA News Yogyakarta framed the same events as a manageable bureaucratic-coordination issue within an otherwise beneficial national program. The contrasting frames confirm that news coverage is a media construction shaped by institutional orientation rather than a neutral reflection of reality.
Dampak Influencer Marketing dan FOMO terhadap Pembelian Impulsif Produk Fashion di TikTok Michelle Ratu Syalsabila; Dias Regian Pinkan
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 7 No 2 (2026): August
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2026.7.2.5614

Abstract

The purpose of this study is to understand and analyze the influence of Influencer Marketing and Fear of Missing Out (FoMO) on the behavior of Impulsive Buying of fashion products on TikTok among students of the Communication Studies Study Program at 'Aisyiyah University Yogyakarta. This study uses a quantitative approach with multiple linear regression analysis techniques. The research population amounted to 292 students of the Class of 2022-2025 who, with a sample of 100 respondents were determined through purposive sampling techniques. Data collection using a google form questionnaire. The results showed that influencer marketing had no significant effect on impulsive buying (B=-0.048; t=-0.678; sig.=0.499>0.05), while FoMO had a positive and significant effect (B=0.580; T=8.370; sig.<0.001). The regression model was simultaneously declared feasible (F=38.949; sig.<0.001), and was able to explain 43.4% of the impulsive buying variation (Adjusted R2=0.434), while the remaining 56.6% were explained by factors other than the model. These findings indicate that FoMO has a stronger role than influencer marketing in encouraging impulsive buying, in line with the Stimulus-Organism-Response framework which emphasizes the role of individual internal processes in generating behaviors.
Relevansi Teori Social Learning, Cultivation, Two-Step Flow, Dan Elaboration Likelihood Model Dalam Komunikasi Politik Digital Di Indonesia Adi Maryanto
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 7 No 2 (2026): August
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2026.7.2.5575

Abstract

TikTok has taken Indonesian political communication from broadcast media to an algorithmically curated, short video space. In this paper, we wonder if the Two Step Flow of Communication that relies on the opinion leaders’ role in bridging the gap between media and audiences is still valid there. We use the case of Indonesia’s 2024 election. The study is based on qualitative content analysis within an instrumental case study design, following chains of circulation of political messages, from an original source through aggregator and creator accounts to audiences reached by algorithmic recommendation.Social Learning Theory, Cultivation Theory and Elaboration Likelihood Model are just secondary lenses; In fact, on TikTok opinion leadership is rarely concentrated in a single identifiable person; it is distributed across aggregator accounts, reframing creators, and a recommendation system that extends reach on its own. It’s not exactly a two-step relay, it’s more like a multi-step relay. This study proves the Two Step Flow theory remains relevant for TikTok political message circulation through multi step opinion leadership.

Page 12 of 12 | Total Record : 118

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