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INDONESIA
Jurnal Ilmu Komunikasi
Published by Yayasan Pendidikan Penelitian Pengabdian Algero
ISSN : 28283589     EISSN : 28283449     DOI : https://doi.org/10.54259/mukasi
Core Subject : Education,
Languange, Linguistic, Communication & Media
MUKASI (Jurnal Ilmu Komunikasi) adalah jurnal ilmu komunikasi nasional peer-review yang diterbitkan oleh Yayasan Pendidikan Penelitian Pengabdian Algero yang terbit empat kali dalam setahun yaitu Februari, Mei, Agustus dan November. Jurnal ini merupakan jurnal dengan terbitan open access yang langsung pada kontennya berdasarkan prinsip bahwa membuat penelitian tersedia secara bebas untuk umum guna mendukung pertukaran pengetahuan global yang lebih besar. Tujuan jurnal MUKASI adalah untuk memberi tempat bagi akademisi dan praktisi untuk menerbitkan artikel penelitian, ulasan artikel, dan ulasan buku yang asli. Pada artikel di Jurnal MUKASI berisi tentang hasil penelitian dalam bidang Ilmu Komunikasi, Jurnalistik, Public Relations, Marketing Public Relations, Isu-isu terkait Media dan penelitian bidang ilmu komunikasi yang relevan.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 270 Documents
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Peran Micro-Influencer Tiktok sebagai Strategi Public Relations Komunikasi Pemasaran untuk Peningkatan Eksistensi Merk Gulapadi Anggi Tri Rahmandani; Iis Zilfah Adnan; Muliyati Mat Alim
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5322

Abstract

This study aims to examine the role of TikTok micro-influencers as an effective public relations strategy to enhance the presence of the Gulapadi brand in today's fast-evolving digital era. It combines three important marketing communication approaches—advertising, sales promotion, and social media marketing—to achieve comprehensive and optimal results. A descriptive qualitative method was employed, gathering data through in-depth interviews with four groups of informants: micro-influencers, consumers, employees, and digital marketing experts. The findings demonstrate that micro-influencers successfully deliver promotional content in a manner that is not only engaging but also credible, which helps increase consumers' purchase intentions. Additionally, two-way interactions through comments and electronic word-of-mouth (eWOM) deepen the emotional connection between the brand and its audience, fostering a stronger relationship. As a result, utilizing micro-influencers on TikTok proves to be a powerful strategy that not only sustains brand existence but also broadens market reach and builds consumer loyalty in the midst of a rapidly changing digital landscape.
Analisis Personal Branding: Kesuksesan Pembawaan Cerita Kisah Horor Wawak Nadia Omara di YouTube Dinar Cahya Nurani; Lelita Azaria Rahmadiva
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5328

Abstract

Nadia Omara is recognized as a prominent YouTuber in the horror storytelling genre through her unique series Kisah Horor Wawak (KHW). This series stands out with its distinctive style, setting her apart from other horror storytellers. Her strong regional accent and storytelling style which is both entertaining and suspenseful make her a compelling subject of study. This research aims to explore how Nadia Omara applies personal branding strategies to achieve success in delivering horror narratives on her YouTube channel. A qualitative approach is used, employing methods such as observation, media analysis, and documentation. Data analysis is conducted using source triangulation and validity triangulation to ensure accuracy and depth. The findings reveal that Nadia’s consistent use of personal branding based on the eight elements of Montoya’s (2003) namely Specialization, Leadership, Personality, Difference, Visibility, Unity, Resilience and Good Name, theory plays a crucial role in her success. She has built a strong, authentic, and trustworthy image that resonates with the audience, establishing her as a well-known horror storyteller on YouTube. This study focuses on the analysis of three of her most viewed KHW videos. Future research is recommended to examine Nadia’s content from different perspectives, such as audience analysis, to further assess the effectiveness of her personal branding.
Analisis Framing Pemberitaan Pemilu 2024 Oleh Mahkamah Konstitusi pada Media IDN Times dan KR Jogja Mezy, Mezy; Muhammad Thoyib Amali
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5334

Abstract

This study aims to analyze how two Indonesian online media outlets, IDN Times and KR Jogja, framed news coverage of the 2024 election dispute handled by the Constitutional Court. Using Robert Entman’s framing analysis model, this research explores how each media constructs narratives, selects facts, and emphasizes certain issues to shape public perception. The findings reveal that IDN Times tends to present information in a neutral and procedural tone, focusing on legal processes and official statements. In contrast, KR Jogja emphasizes public skepticism and the discourse of electoral justice, using critical language choices and sources that question the fairness of the election. This contrast in media framing impacts how audiences perceive the credibility of the Constitutional Court and the broader legitimacy of Indonesia’s electoral democracy. The study highlights that media outlets are not passive conveyors of facts but active agents in constructing political realities. These findings contribute to the field of political communication and media literacy, especially in post-election contexts where public trust in democratic institutions is crucial. The research underscores the importance of critical media consumption and the role of framing in influencing democratic discourse in transitional political environments.
Analisis Naratif Vladimir Propp dalam Film “Lafran” Karya Faozan Rizal Waldi Afala Sinaga; Andini Nurbahri
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5339

Abstract

This study explores the representation of Islamic leadership values embodied by Lafran Pane in the film Lafran, directed by Faozan Rizal, using Vladimir Propp’s narrative analysis framework. The film was selected for its portrayal of a historical Muslim figure who inspires students, yet remains underexplored academically, especially in terms of narrative structure. Employing a qualitative approach, the research identifies narrative functions such as absentation, villainy, helpers, and recognition that shape Lafran’s transformation into a principled leader. The findings reveal that Lafran Pane is depicted as an individual with strong ideas, spiritual integrity, and moral courage. Values such as justice, trustworthiness (amanah), consultation (shura), and wisdom are conveyed through dialogue, visuals, and plot progression. These values align with Islamic character education and are reinforced through the trials and triumphs presented in the film. The study concludes that biographical films hold great potential as tools for da’wah and leadership education. The narrative of Lafran Pane offers both a mirror and motivation for Muslim students to uphold their values, pursue truth, and serve society with integrity. 
Strategi Komunikasi melalui Pembelajaran Jurnalistik untuk Mengembangkan Kreativitas Menulis Santri di Pondok Pesantren Sinarsari Regtria Cahaya Maulida; Haryadi Mujianto; Detya Wiryany
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5361

Abstract

This research is based on the low level of journalism learning in the Sinarsari Islamic Boarding School environment, resulting in a lack of interest in students' writing skills in the Youth Scientific Work extracurricular activity. Based on the data, it shows that the level of students' interest in writing creativity has not reached its maximum level from year to year, one of which is due to the low level of journalism learning and the tight schedule of students' activities. This study aims to examine how the impact of the quality of journalism learning can affect students' writing creativity during the Youth Scientific Work extracurricular activity process. In this study, a qualitative analysis method approach was applied by collecting data through interviews, observation, and documentation. This research study is more about researchers explaining the development of students' writing creativity through the Youth Scientific Work extracurricular activity. Respondents in this study were students of the Sinarsari Islamic Boarding School and supervising teachers who actively participated in the Youth Scientific Work extracurricular activity. Humanistic theory is used as an analytical framework to see how journalism learning can develop students' creativity. With five main dimensions, namely self-actualization, self-concept, learning, organism experience and autonomy, independence and responsibility. The results of this study indicate that journalism learning significantly influences the development of students' creativity. The researchers recommend more in-depth guidance regarding journalism learning to foster more imaginative characters and open up opportunities for self-development.
Analisis Situational Crisis Communication Theory (SCCT) pada Strategi Komunikasi Krisis Brand Erspo dalam Kasus Kontroversi Jersey Timnas Indonesia Ghea Aurelia Ardy Ugahari; Riski Apriliani
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5362

Abstract

The Erspo brand as the new apparel of the Indonesian National Football Team reaped a lot of controversy after releasing the national team’s latest jersey. Football supporters think the jersey design by erspo is far from expectations. Not a few supporters opposed to raising the hashtag #boikoterspo on social media. Criticism and disappointment that was thrown made erspo in a crisis situation. The aim of this study is to analyze how crisis communication is carried out by Erspo in an effort to handle the crisis. A qualitative approach was taken with a case study research method using Situational Crisis Communication Theory (SCCT). This research uses secondary data collection methods obtained through document analysis, literature review and relatvant sources. The data analysis technique is deductive which is carried out as the data collection process is carried out. This research show that Erspo is included in the preventable cluster. The crisis response strategy implemented by Erspo is Rebuild, Erspo also implements other crisis response strategies by changing its logo design. To ensure that the data can be said to be valid and accurate, data triangulation is carried out to obtain data that can be accounted for. This research will provide novelty in analyzing crisis communication towards efforts to handle a brand experiencing a crisis.
Implementasi Storytelling Marketing Sutasoma Hotel By The Tribrata dalam Membangun Brand Awareness Najwa Allysa Ansyari
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5380

Abstract

This research explores the implementation of storytelling marketing by Sutasoma Hotel by The Tribrata in its effort to build brand awareness. Given the intense competition in the hospitality industry, marketing strategies that employ emotional approaches through storytelling have become essential to differentiate brands in the minds of consumers. This study uses a qualitative approach with a case study method. The primary theoretical framework is Walter Fisher’s Narrative Paradigm, which emphasizes that humans make sense of the world through stories. Data were collected through in-depth interviews, observations, and documentation, and analyzed using thematic analysis techniques. The findings reveal that Sutasoma Hotel’s storytelling marketing highlights cultural values, guest experiences, and luxury visualization to build emotional engagement with its audience. This strategy has proven effective in increasing brand awareness, strengthening brand identity, and creating memorable customer experiences. The study also finds that the use of social media plays a crucial role in disseminating narratives and expanding audience reach. Therefore, storytelling marketing is a relevant and impactful communication strategy for building brand awareness in the hospitality sector.
Balancing Exclusivity and Openness: How John Hardy Integrates Sustainability Communication into Luxury Branding I Ketut Adi Mariana; I Ketut Gede Satya Pradana; Muhamad Hidayat
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5385

Abstract

Authentically integrating sustainable communication within the luxury industry requires more than mere polished words and certificates. The instance of John Hardy, a heritage jewelry firm based in Bali, exemplifies how legacy, location, and cultural continuity can transform sustainability from a mere marketing assertion into a tangible narrative. Internal reflections and narrative analysis indicate that selective transparency, nuanced multi-channel storytelling, and observable cultural norms enable the brand to reconcile the dichotomy of openness and exclusivity while maintaining its prestige. Daily rituals, traditional craftsmanship, and local community connections serve as evidence that enhances confidence, mitigates skepticism, and captivates varied audiences beyond superficial environmental assertions. Alignment among brand history, operational capacity, and cultural foundation is essential for credibility in sustainability communication. This study illustrates how sustainability can be seamlessly integrated into brand identity, legacy storytelling, and daily experiences, contributing to the ongoing discourse on how luxury companies should convey sustainability as an expression of continuity, locality, and engagement.
Soft-Selling Pariwisata dalam Film 'Sore: Istri dari Masa Depan' (Studi Kasus Representasi Destinasi Wisata dan Strategi Promosi) Anindita Lintangdesi Afriani; Nathanael, Garcia Krisnando; Wardani, Ayu
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5410

Abstract

Film is a means of tourism promotion with soft-selling techniques that display physical space and form an emotional connection between characters and locations. This study aims to analyze the representation of tourist locations in the film Sore: Istri dari Masa Depan through Roland Barthes's semiotic approach, focusing on denotation, connotation, myth, and tourism soft-selling strategies depicted through cinematography. This research method uses a qualitative approach with Barthes's semiotic analysis technique, focusing on seven tourist destinations, including the city center of Grožnjan, the village of Završje, Tkalčićeva Street, Zagreb Cathedral, Zagreb City Museum, the Arctic Circle, and ARTOTEL Thamrin Jakarta. The results of this study show that the locations in the film are interpreted symbolically to strengthen the narrative of love, self-discovery, and contemplation of life. Each place is constructed through a myth that touches the audience's emotions and encourages imaginative involvement in the tourist destination. The soft-selling strategy used by the film can build tourism appeal through a narrative atmosphere and visual aesthetics that blend with the emotions of the film's main characters.
Analisis Resepsi Khalayak terhadap Pola Asuh Anak dalam Konten TikTok @rensia_sanvira Diah Ayu Septiana; Riski Apriliani
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5435

Abstract

This study analyzes audience interpretation of parenting messages contained in TikTok content by @rensia_sanvira. It focuses on audience reception, emphasizing that the audience is an essential component of communication who actively receives and interprets messages delivered by the media, including the TikTok content of @rensia_sanvira. The background of this research stems from the growing public concern over inappropriate parenting practices and the increasing use of social media as a platform for parenting education. The aim of this study is to understand how parent viewers interpret parenting messages in the content shared by @rensia_sanvira on TikTok. Data were collected through in-depth interviews with five individuals who are active followers of the TikTok account @rensia_sanvira. This research employed a reception analysis method based on Stuart Hall’s encoding-decoding theory, using a descriptive qualitative approach. Informants were selected using purposive sampling, involving specific criteria for inclusion. The results show that two informants occupied a dominant-hegemonic position, three held a negotiated position, and none were found in the oppositional position. This study concludes that the TikTok content of @rensia_sanvira effectively delivers parenting messages that are empathetic, educational, and highly relevant to the social realities of parents.

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