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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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Pengaruh Konten Instagram @mynewlyfe.id dan Personal Selling terhadap Keputusan Menjadi Nasabah Sharon Astrid Valentina Imanuella Linanto; Rachim, Widya Natassha
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.v4i4.5464

Abstract

Marketing strategy is a series of activities carried out by company to achieve specific marketing objectives. Instagram content is one of the marketing strategies used by Manulife to deliver information to audiences with the aim of influencing them to become customers. In the digital era, where many companies maximize the use of social media, Manulife still used personal selling. Through personal selling, consumers can ask questions and receive information directly, in a detailed and structured manner, while also building closer relationships between sellers and customers. This study aims to determine the influence of Instagram content and personal selling on customer decision-making, using a quantitative approach with 96 respondents, determined using the Rao Purba formula. The results show that Instagram content from @mynewlyfe.id has a significant influence on customer decisions by 38.8%, with a t-value of 3.917 and a significance level of <0.05. Personal selling also significantly affects customer decisions by 36.2%, with a t-value of 3.848 and a significance level of <0.05. Simultaneously, both variables contribute 36.7% to customer decision-making. These findings indicate that Instagram content from @mynewlyfe.id has a moderate influence on customer decisions; personal selling also has a moderate influence; and both, Instagram content and personal selling simultaneously affect customer decisions by 36.7%.
Persepsi Mahasiswa terhadap Brand Image Universitas Muhammadiyah Sidoarjo melalui Instagram @umsida1912 Oktavia Kusuma Wardani; Ainur Rochmaniah
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.v4i4.5483

Abstract

The development of information technology has changed the way we communicate, including in higher education. This study aims to examine students' perceptions of the brand image of Muhammadiyah University of Sidoarjo (UMSIDA) through Instagram @umsida1912. This study employs a descriptive qualitative method with an observational approach and semi-structured interviews with seven UMSIDA students. The participants were selected based on their active use of Instagram and their following of the @umsida1912 account. The findings reveal that students view the Instagram account @umsida1912 as a reflection of an institution that cares and is committed to the academic and social development of its students. They assessed the content presented as having professional visual quality, consistency in content creation, and the values of Muhammadiyah, which are characteristic of the university, reflected in various posts. However, there was criticism regarding the lack of content variety that reflects the diversity of student activities and campus life as a whole. This study provides important insights for higher education institutions in designing more effective communication and branding strategies through social media. By understanding students' expectations and needs, UMSIDA can optimize the use of Instagram as a tool to strengthen a positive and relevant brand image.
Komunikasi Pengasuhan Orang Tua pada Anak di Era Digital Fitri Hardianti; Fatmawati, Fatmawati; Yuly Rahmi Pratiwi; Godefridus Samderubun
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.v4i4.5485

Abstract

Children are very familiar with various digital devices. Without adequate guidance from parents on the use of digital devices, this can certainly have fatal consequences for children. Digital devices have two different sides; on the one hand, they can bring positive things, but on the other hand, they can have negative effects. As parents, we should adjust our parenting styles to the behavioral tendencies of children who are attached to digital devices. The purpose of this study is to identify the dynamics of digital parenting communication and formulate patterns of digital parenting communication in Indonesia. The method used in this study is a narrative review. The results of the study show that, in general, parents in Indonesia have similar perceptions and concerns regarding the use of digital devices by their children. In communicating with their children, parents must first understand their role or position as creators of the digital environment, mediators, and actors in parenting. Parents are also required to be digitally competent, including in selecting, modifying, and managing content responsibly. Appropriate parenting communication for children in this digital era can be achieved by combining a number of strategies, including establishing open and honest communication, active restriction strategies, reactive intervention strategies, interpretation strategies, and the application of moral and religious values.
Lifestyle Commodification: A Netnographic Analysis of the Digital Matcha Subculture on Instagram and TikTok Ghaisani Farahiyah; Lady Yusticia Oceanie; Miftahul Nurul Janah
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.v4i4.5501

Abstract

The trend of matcha consumption has grown not only as a culinary preference but also as a significant component of social media popular culture. This study uses reflective-projective and subculture theories to examine how matcha is portrayed as a lifestyle symbol and consumption trend. Leovinger's reflective-projective theory describes how social media portrays aspirational images of health, beauty, and social standing while reflecting the reality of matcha drinking culture. Subculture theory is used to understand how digital communities create collective identities based on symbols associated with matcha. By observing content on the Instagram and TikTok platforms and applying thematic analysis, a qualitative ethnography technique is employed. The findings demonstrate that matcha is marketed not only as a beverage but also as a symbol of a particular socioeconomic class, a healthy lifestyle, and an aesthetic consumption trend. In addition to establishing a trend-based digital subculture, matcha is portrayed on social media as a representation of self-balance, modernity, and cultural connectivity. As a result, matcha culture transcends the culinary realm and becomes a social phenomena that serves as a means of constructing one's identity and a symbolic representation of consumption in the digital sphere.
Analisis Dampak Game Online terhadap Kurangnya Komunikasi dalam Meningkatkan Kosentrasi Belajar di Kelas Siti Apriani; A Arianto; AF Sonny
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.v4i4.5504

Abstract

In the world of education, technological developments are sometimes misused by teenagers. One factor that occurs in the field is the phenomenon of excessive use of online games, which can affect communication between teachers and students, which can increase concentration in learning at SMA Negeri 4 Takalar. This research is a field study (field research) which is a study conducted systematically with the existing data conditions in the field. The method used in this study uses qualitative research with a phenomenological approach, research data collection techniques using observation, interviews, and documentation techniques. The results of field research with qualitative methods provide a result where the excessive use of online games can disrupt communication between teachers and students and even communication between students. Online game playing not only affects communication but the level of student concentration in class has decreased because rest time at home, especially at night, is used to play online games so that when in class and during learning, there are students who are sleepy and lack focus when asked questions related to learning. Student learning concentration is a form of concentration of thought or attention in order to be able to understand the material presented and put aside anything that interferes with the learning process. Innovation is needed in learning to overcome this phenomenon, one of which is using media or creating learning such as games so that students do not get bored in the learning process in class.
Pengaruh Konten Linkedin Wulan Budi Asmoro terhadap Personal Branding Followersnya Fadhil Aiman; Ami Saptiyono
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.v4i4.5514

Abstract

The rapid growth of social media, particularly LinkedIn, has created new opportunities for individuals to build personal branding. However, previous studies have mostly emphasized LinkedIn’s role as a professional networking platform without thoroughly examining the impact of specific content on users’ self-image development. This limitation encourages the present study to specifically investigate the influence of Wulan Budi Asmoro’s LinkedIn content on her followers’ personal branding. The objective of this study is to determine how consistent and educational content can shape followers’ perceptions and strategies in developing their personal branding. This research employed a quantitative approach with probability sampling, involving 100 respondents selected from more than 21,000 followers. The research instrument was tested for validity and reliability, with Cronbach’s Alpha values exceeding 0.60. Simple linear regression analysis revealed that Wulan Budi Asmoro’s LinkedIn content has a significant influence on personal branding, with a coefficient of determination of 90.3%, while the remaining 9.7% is influenced by other external factors. These findings confirm that consistent, relevant, and valuable social media content serves as a strong stimulus in shaping personal branding, in line with the Stimulus-Organism-Response (S-O-R) theory. The study concludes that personal branding strategies can be optimized through the effective use of targeted and consistent LinkedIn content
Analisis Strategi Maintenance Marketingpt Demitra Karsa Perdana terhadap Klien: Tinjauan Dari Tahun 2018-2023 Claudia Puspita Sari; Eddy Haristiani
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.v4i4.5579

Abstract

This study aims to answer the research question: how are maintenance marketing strategies implemented by PT Demitra Karsa Perdana in maintaining client relationships during the period 2018–2023? A qualitative research approach was employed by combining in-depth interviews, direct observations, and literature review. The primary data were collected from key company executives and one strategic client, while secondary data were obtained from internal documents, including manpower growth and client satisfaction surveys. The findings reveal that the company’s maintenance marketing strategies are supported by four main factors: providing optimal services tailored to client needs, building strong partnerships with stakeholders such as the Indonesian Armed Forces and Police, complying with client-specific security standards, and applying technology through the barcode patrol system. Client satisfaction surveys consistently showed that most respondents were categorized as satisfied to very satisfied, which is in line with the steady increase in both client numbers and manpower throughout the study period. The results highlight that the success of maintenance marketing is not solely determined by operational performance, but by the synergy of strategic communication, technological adaptation, and relational approaches. This research contributes practical insights for other security service companies in designing client retention strategies and offers academic value by enriching literature on Customer Relationship Management (CRM) in the security service sector.
Pengaruh Brand Awareness, Brand Image, dan Kualitas Produk Kopi Tuku GBK terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Moderator: - Ananda Syifa Yustian Putri; Muthia Arnetti Zahra; Akhmad Edhy Aruman
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.v4i4.5589

Abstract

This study examines the influence of brand awareness, brand image, and product quality of Kopi Tuku at the Gelora Bung Karno (GBK) branch on consumer loyalty, with consumer satisfaction serving as a moderating variable. As one of the pioneers of palm sugar coffee in Indonesia, Kopi Tuku has successfully established a reputation as a local coffee brand known for consistency in taste and service, yet it continues to face intense competition within the modern coffee industry. The research adopts a quantitative explanatory approach with purposive sampling involving 200 respondents who are customers of Kopi Tuku GBK. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings reveal that brand awareness does not have a significant effect on either consumer satisfaction or consumer loyalty. In contrast, brand image and product quality show a positive and significant influence, both directly and indirectly through consumer satisfaction, on loyalty. These results highlight the role of consumer satisfaction as a mediating variable that strengthens the relationship between brand image and product quality with loyalty. This study is expected to provide theoretical contributions to the literature on marketing communication based on the Stimulus–Organism–Response (S-O-R) framework, as well as practical insights for local coffee brands in designing branding strategies and maintaining consistent consumer experiences to foster long-term loyalty.
Pengaruh Kualitas Konten Instagram @seputarsemarang terhadap Pemenuhan Kebutuhan Informasi Warga Semarang Dhavin Shaaka Abiyoga; Ami Saptiyono
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.v4i4.5602

Abstract

This study's objective is to examine the extent to which the content shared on the Instagram account @seputarsemarang impacts the satisfaction of information needs among residents of Semarang. The central inquiry focuses on whether the quality of content significantly correlates with the degree to which various dimensions of information needs are met, encompassing cognitive, affective, personal integration, social integration, and escapism-related aspects. To assess content quality, four key indicators were utilized: accuracy, comprehensiveness, relevance, and timeliness. Employing a quantitative approach within an associative research framework, this study utilized a structured questionnaire featuring close-ended items on a four-point Likert scale, administered to a selected sample of 100 followers of the @seputarsemarang account. The analytical procedures encompassed assessments of validity and reliability, alongside statistical techniques including t-test, cross-tabulation, Chi-Square analysis, and Cramer’s V measurement. Findings reveal that the obtained t-value of 17.094 significantly surpasses the critical t-table value of 1.290 at a significance threshold of <0.001. Additionally, the Cramer’s V coefficient of 0.591 signifies a moderately strong correlation. These outcomes reinforce the Uses and Effects theory, underscoring the influential role of media content in shaping audience perceptions and experiences. The study emphasizes the importance of local social media as a reliable source of information for urban communities and contributes empirically to the development of social media and communication studies.
Strategi Komunikasi Marketing Public Relations dalam Membangun Brand Image (Studi: Communion Coffee) Thalia Maisiedavita Siregar; Lina Sinatra Wijaya
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.v4i4.5605

Abstract

This study aims to examine how public relations marketing communication strategies influence the brand image of Communion Coffee. A mixed-method approach was employed, combining qualitative and quantitative techniques. The qualitative approach was carried out through interviews to explore the implementation of push and pull strategies and how consumers perceived these, while the quantitative approach utilized questionnaires to measure the brand image formed in consumers’ minds. The findings indicate that push strategies—such as direct promotion, product bundling, customer service, and events—and pull strategies through Instagram management with consistent and engaging content contribute to shaping the brand image. Word-of-mouth emerged as the most effective channel compared to official social media, highlighting the need for further optimization of digital strategies. The study concludes that Communion Coffee’s PR strategies effectively establish its brand image as a cozy, homie, and vintage-style coffee shop, while recommending greater consistency in social media management and organizing creative events to strengthen brand positioning in the increasingly competitive coffee industry.

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