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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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Digital Marketing Ketan Susu & Kopi Sagara dalam Meningkatkan Brand Awareness Dede Andri Saputra; Iva Fikrani Deslia
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5240

Abstract

This research aims to analyze the digital marketing strategy implemented by Ketan Susu & Kopi Sagara in increasing brand awareness through social media platforms. The approach used is the SOSTAC model (Situation, Objectives, Strategy, Tactics, Action, Control) as an analytical framework. Data was obtained through interviews with business owners, observation of social media content, as well as documentation of insights and netizen interactions. The results showed that Ketan Susu & Kopi Sagara relies more on promotion through third-party accounts such as @info_nongkrongjogja than personal business accounts. This strategy is considered effective because it succeeds in reaching a wider target market of young people through visual reels content, communicative captions, the right upload time, and the use of contemporary language styles. The strategy evaluation showed that this digital promotion resulted in high engagement, increased customer visits, and positive testimonials through comments and user generated content (UGC). Thus, collaborative digital marketing strategies have proven effective in increasing brand awareness of culinary MSMEs in the digital era.
Strategi Parental Control sebagai Praktik Komunikasi Keluarga dalam Menghadapi Kecanduan Game Online pada Remaja: Studi Kasus SMP di Makassar Rezky Febrianti; Arianto, Arianto; Muh Akbar
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5270

Abstract

The development of digital technology has introduced new challenges to family parenting, particularly in addressing online game addiction among junior high school adolescents. This study aims to analyze the parental control strategies implemented by parents and to explore family communication patterns in managing online game addiction. The research employed a qualitative approach using a collective case study in several junior high schools in Makassar. Data were collected through in-depth interviews and observations with parents of children aged 12–15 years. The findings reveal that effective parental control strategies include time restrictions, direct supervision, and content filtering. However, the success of these strategies is highly dependent on the quality of communication within the family. An authoritative approach that combines clear rules with open dialogue proves more successful in shaping healthy digital behavior than an authoritarian approach. The main challenges in applying these controls include parents’ limited digital literacy and time constraints. The study concludes that effective parental control depends not only on technical measures but also on the quality of emotional relationships and communication within the family. Therefore, the collaboration among parents, schools and communities is essential to establish an adaptive and sustainable digital parenting model.
Analisis Framing Berita Nasional Kompas.com dan Lokal Lombokpost.jawapos.com dalam Pemberitaan Kasus Juliana WNA Brasil di Rinjani Desak Putu Adistya Andini; Rieka Yulita Widaswara; Kariana, I Nengah Putra
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5276

Abstract

The death of Juliana Marins, a Brazilian national who fell while hiking Mount Rinjani, received widespread attention from both national and local media, each presenting the event with different framing approaches. This study aims to analyze the news framing of Kompas.com (national media) and Lombokpost.jawapos.com (local media) using a qualitative descriptive method and Robert N. Entman’s framing theory, which includes four elements: defining problems, diagnosing causes, making moral judgments, and suggesting remedies. Eight articles published between June 21 and July 1, 2025, were analyzed to examine differences in perspective. The results show that Kompas.com framed the event from a structural and formal viewpoint, emphasizing institutional roles and critiques of safety procedures. In contrast, Lombokpost.jawapos.com highlighted emotional aspects and human interest stories, focusing on the local guide’s account and volunteer efforts. These differences reflect each media’s editorial orientation and geographical proximity. The study affirms that media framing is influenced by social context, institutional positioning, and narrative strategies toward audiences.
Kontribusi Jurnalisme Warga sebagai Strategi Perluasan Jenis Konten Berita di Liputan6.com Fahmi Zaenal Mutakin; Achmad Wildan Kurniawan; Purnama, Feri
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5282

Abstract

Public participation in digital information production encourages the development of citizen journalism, one of which is through the Citizen6 channel on Liputan6.com. This channel allows the public to contribute news content. This study aims to determine the contribution of citizen journalism as a strategy to expand the type of news content, as well as its impact on the quality and diversity of information. The research used a descriptive qualitative method with interviews, observations, documentation, and literature studies, where the approach is known as a triangulation technique, which is a method that combines various ways of collecting data in order to obtain more accurate information from various sources. Researchers analysed this research through Media Ecology theory. The results showed that citizen journalism plays a role in enriching the variety of topics, especially the categories of human interest, lifestyle, technology, and social issues. This participation creates an inclusive media ecosystem, while maintaining the curation process by professional editors. Collaboration between citizen journalists and professionals is proven to enrich content and maintain media credibility. It is recommended that the media continue to improve training, editing, and strengthen interaction with contributors to maintain quality and expand public participation.
Dramaturgi Komunikasi Politik Konten Instagram @bestiputri pada PILKADA 2024 Novia Trias Amanda Permana; Acmad Wildan Kurniawan; Iis Zilfah Adnan
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5302

Abstract

Social media, especially Instagram, is now the main tool for politicians to build public image and communication, especially ahead of the 2024 Regional Elections in Garut. Princess Karlina uses Instagram to display her personal and campaign side, analyzed with Goffman's dramaturgy theory highlighting front and back stage strategies in shaping an authentic political image. This study uses a descriptive qualitative method with an analysis of the content of @bestiputri Instagram uploads and in-depth interviews with account managers. Each upload is analyzed based on visual, narrative, and audience interaction elements, and then categorized as a front or back stage to understand @bestiputri digital political communication strategy holistically. The front stage contains formal activities and campaigns, while the back stage displays a personal side. Image-damaging elements are hidden, so Instagram becomes a performance arena for shaping public opinion and emotional closeness to Instagram voters is effectively used @bestiputri to build and manage self-image through front and back stage strategies. The dramaturgical approach allows politicians to organize their presentations, choosing what is shown, thus emphasizing the strategic role of social media in local political campaigns and showcasing the involvement of women politicians in the digital space.
Representasi Stigmatisasi Obesitas: Analisis Semiotika Karakter Don dalam Film JUMBO dan Implikasinya terhadap Persepsi Tubuh Ideal Reza Mehdi Fauzi; Zahrotul Munawwaroh; Mohammad Syarrafah
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5321

Abstract

This research analyzes the representation of obesity stigmatization through the character Don in the film "Jumbo" by Ryan Adriandhy using Roland Barthes' semiotic approach. Through denotative, connotative, and mythological analysis, the research reveals how the film constructs obesity as a visual and moral anomaly with implications for social perceptions of the ideal body. At the denotative level, Don's character is represented with cinematic techniques that emphasize his body proportions as a deviation from the norm.Connotatively, this representation activates associations between obesity and social incapacity and failure of self-control. At the mythological level, the film naturalizes the view that obesity is a consequence of misguided personal choices. Although there are moments of resistance that acknowledge Don's complexity as an individual, this resistance is limited and does not threaten the dominant structure that idealizes the slender body. The implications are significant for the construction of social perception and the development of body positivity discourse, where media plays a role in reinforcing stigma through a "semiotic circle" that perpetuates body-based discrimination. This research emphasizes the importance of representational transformation in media to build more inclusive perceptions of body diversity, with theoretical implications for media studies and practical implications for media policy, public education, and mental health advocacy.
Analisis Preferensi Konsumen dan Review Influencer @Fujiiian terhadap Keputusan Pembelian di Social Commerce TikTok Vita Aulia Malik; Novie Susanti Suseno; Resty Mustika Pratiwi
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5350

Abstract

The development of social commerce, especially on the TikTok platform, has changed the way consumers make purchasing decisions. In addition to being a platform for entertainment, TikTok is a powerful tool for marketing thanks to interactive elements like live broadcasts and the yellow shopping. Many merchants market their products on TikTok. This study aims to analyze how consumer preferences and influencer reviews on the @Fujiiian account influence purchasing decisions on TikTok social commerce. The research method used is quantitative descriptive with data collection techniques through surveys of 40 respondents and statistical analysis using chi-square and attitude measurement scales. The results of the study show that consumer preferences, such as reviews, ratings, and comments, have a significant influence on the level of trust and purchasing decisions. Consumers tend to buy products with positive reviews and high ratings. In addition, influencer reviews play an important role in building product credibility and increasing consumer interaction. Influencers with a large number of followers and high levels of engagement are able to increase product appeal through interesting and informative content. TikTok's social commerce features, such as live broadcasts and direct links to products, also facilitate the purchasing process. This study provides an important contribution to understanding the formation of consumer behavior on social commerce platforms, as well as being a strategic reference for business actors in utilizing influencers and consumer preferences to increase the effectiveness of digital marketing.
Narasi Visual dan Makna Simbolik Film Pendek “49 Days” Rico Steffenly Herisen; Yana Erlyana
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5394

Abstract

This study examines how semiotic and visual communication elements are employed in the short film 49 Days to represent psychological trauma rooted in mystical beliefs within the context of a Chinese-Indonesian family. Using a descriptive qualitative method, the research applies Roland Barthes’ semiotic framework and examines cinematographic aspects including symbols, color, lighting, framing, and character blocking. The 22-minute film narrates the story of a young mother who struggles with the loss of her child amid cultural pressures, patriarchal relations, and an authoritarian family structure that limits her freedom. The findings reveal that kitchen tools, clothing colors, confined domestic spaces, and nonverbal gestures function as symbolic markers of inner conflict, social repression, and deep feelings of guilt. Visual strategies such as symmetrical composition, low-key lighting, and the use of enclosed spaces further intensify the sense of isolation, helplessness, and estrangement experienced by the protagonist. The analysis emphasizes that visual signs are not merely aesthetic choices but construct a coherent narrative that uncovers psychological trauma while simultaneously offering cultural critique of mystical beliefs and patriarchal systems. These findings contribute to the academic discourse on visual communication studies and provide practical insights for the development of short film production in Indonesia that is more sensitive to local cultural and social contexts.
Gaya Komunikasi Transformasional pada Gojek sebagai Aplikasi On-Demand di Indonesia Novianti Sari Dewi; Ahmad Toni
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5426

Abstract

Gojek is the largest on-demand service platform in Indonesia and a pioneer of the ecosystem model, offering various services including transportation, food delivery, logistics, and digital payments. Gojek requires leadership that is capable of maintaining good communication across all levels of the organization. Effective leadership communication is crucial at Gojek, given the dynamic and multi-service nature of its business, as well as the complexity of coordination across the various cities and countries where the company operates. This study aims to analyze the role of transformational leadership communication in supporting innovation and collaboration at Gojek. The method employed is a descriptive, qualitative case study approach to explore the application of transformational leadership in managing geographically dispersed and culturally diverse teams. Data collection was conducted through literature review and covert observation. The findings reveal that Gojek employs an adaptive, participatory, and innovative leadership communication style. This style effectively motivates employees, strengthens collaboration, enhances performance, and generates positive social impact within its ecosystem. These findings contribute to understanding how communication strategies in leadership support digital transformation and sustainable business development.
Fenomena Pergeseran Mahar dalam Tradisi Adat Sabu : Studi Fenomenologi di Kota Kupang Merrie CH Nawa; Aloysius Liliweri; Hotlief Nope
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5442

Abstract

This study applies Edmund Husserl’s phenomenological approach to explore the transformation of dowry practices in the Sabu tradition. The dowry, once represented by kenoto a container of areca nut and betel leaf with sacred symbolic value has shifted to modern forms such as cash, fruits, or packaged food. The focus is to understand the subjective responses of the Sabu diaspora in Kupang City toward these cultural changes. Data were gathered through in-depth interviews and observations, then analyzed using phenomenological reduction to uncover the essence of lived experience. Findings reveal a dilemma between preserving the symbolic meaning of kenoto and adapting to the demands of modern life. Economic conditions, education, religion, and media exposure emerge as significant factors influencing this shift. Some community members reject the change, arguing that it diminishes sacred values and weakens communal ties. Others perceive it as a necessary adjustment to contemporary realities, ensuring that the tradition remains relevant without losing its social function. The study concludes that the transformation of dowry is not only a material change but also a negotiation of values between tradition and modernity. This reflects the ongoing reconstruction of cultural identity among the Sabu people, especially in the diaspora context. The research contributes to existing literature by emphasizing subjective experiences rather than purely legal, religious, or sociological perspectives. By highlighting how the community interprets these transformations, the study enriches scholarly discussions of cultural shifts and underscores the dynamics of consciousness and identity in local communities navigating modernization.

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