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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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Analisis Strategi Komunikasi Komunitas Yayasan Mentari Sehat Indonesia Mengenai Eliminasi TB di Kabupaten Klaten : Perspektif Teori Difusi Inovasi Hadiba Qotrunnada; Sidiq Setyawan
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.5950

Abstract

This study aims to determine the communication strategy used by the Mentari Sehat Indonesia Foundation (MSI) in Klaten Regency in its Tuberculosis (TB) elimination program. The background of this study is the high number of TB cases in Klaten Regency, thus emphasizing the importance of communication in disseminating health information, especially regarding Tuberculosis, to the public. This study uses a descriptive qualitative method using Everett M. Rogers' innovation diffusion theory. Data collection techniques include in-depth interviews and observations of cadres and counseling participants. The results of this study indicate that the main innovation used is counseling as a means of conveying information about TB. It has a relative advantage because it can provide knowledge and increase public awareness of TB. The communication channels used are interpersonal communication (face to face) and Instagram social media as a supporting medium. Obstacles experienced include the negative stigma in the community regarding TB. The role of agent of change and opinion leaders greatly influences the acceptance of innovations in the community. Based on the four elements of innovation diffusion consisting of innovation, communication channels, timeframe, and social systems, the communication strategy at the Mentari Sehat Indonesia Foundation (MSI) in Klaten Regency is considered effective in providing knowledge, forming positive attitudes and increasing public awareness of TB.
Optimalisasi Media Digital dalam Pengelolaan Public Relations di UIN Raden Mas Said Surakarta Atiya Aena Rahma; Wisnu Widjanarko; Wiwik Novianti
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.5965

Abstract

The advancement of digital communication technology has significantly transformed public relations practices, particularly within higher educations institutions. This study aims to explore how digital media optimized in managing public relations at UIN Raden Mas Said Surakarta. Using a gualitative descriotive approach within the constructivist paradigm, data were collected through in depth interviews with the head and staff of the Public Relations Division, as well as documentation of digital communication activities. The findings show that Uin Raden Mas Said Surakarta has implemented an integrated Digital Public Relations strategy tha combines informative, persuasive and educational content across social media platforms. This digital approach effectively strenghens institusional image, build public engagement and enchaces brand awareness. However, the study also indentifies challenges related to limited human resources and the sustainability of content management. Overall, the optimization of digital media in public relations contributes to improving institutional credibility and supports the realization of transparent, interactive and sustainable public communication.
Analisis Bauran Komunikasi Pemasaran dalam Meningkatkan Penjualan pada Thrifting ArfaStore Kotabumi Lampung Rahmania, Rahmania; Hagi Julio Salas
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.5971

Abstract

This study aims to analyze the implementation of the marketing communication mix carried out by ArfaStore in Kotabumi, Lampung, in an effort to increase sales and strengthen customer relationships sustainably through creative, innovative, and customer satisfaction-oriented communication strategies. The research uses a qualitative approach with a descriptive method to gain an in-depth understanding of marketing communication strategies that include elements of advertising, sales promotion, public relations, direct marketing, digital marketing, and personal selling. The data were obtained through in-depth interviews, direct observations, and documentation, then analyzed through three stages: data reduction, data presentation, and conclusion drawing. The results show that ArfaStore has successfully integrated various elements of marketing communication effectively, such as utilizing social media for promotion, offering attractive discounts, and building good relationships with customers. These efforts have proven to increase sales and consumer loyalty. This study recommends that thrifting business owners further maximize the role of social media and adapt their communication strategies to the dynamic and competitive market needs.
Meme Politik sebagai Sarana Kampanye Pasangan Santri di Media Sosial @SyakurAmin pada Pilkada 2024 Yudha Rizky Pratama Putra; Chotijah Fanaqi; Yandi Hermawandi
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.6074

Abstract

The development of social media has changed the patterns of political communication, where memes have become an effective digital campaign strategy for conveying political messages in a concise, engaging, and easily shareable way. This study originates from the phenomenon of political memes used by the candidate pair Syakur Amin and Putri Karlina in the 2024 Garut Regional Election as a tool to shape their image, reach young voters, and build closeness with the public. The aim of this research is to analyze the types of political memes used by the candidates and to reveal their impact on public perception. The study employs a descriptive qualitative approach using Roland Barthes' semiotic theory, which emphasizes the analysis of signs through denotative, connotative, and myth levels. Data collection techniques include observation of social media posts, interviews with relevant informants, documentation, and literature review. The research results indicate that the five memes used, including humor, populist, educational-cultural, geographical, and campaign identity memes, successfully shaped positive perceptions, increased public participation, and strengthened the emotional connection between candidates and voters. Furthermore, political memes also create a space for more relaxed yet substantial political discussions on social media. Nevertheless, the use of memes in political campaigns must consider ethical aspects to avoid misleading or undermining the quality of local democracy. The conclusion of this study emphasizes that political memes are not merely a form of visual entertainment, but also a powerful, strategic, and highly impactful communication tool in the dynamics of campaigns in the digital era.
Analisis Framing Media CNN Indonesia dan Inilah.com dalam Pemberitaan Menkeu Purbaya yang Tidak Melegalkan Thrifting Komang Juliani; Rieka Yulita Widaswara; Arjana, Ida Bagus Made
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.6094

Abstract

This study aims to analyze how CNNIndonesia.com and Inilah.com frame the controversy surrounding the government’s prohibition of thrifting led by Finance Minister Purbaya using Entman’s framing analysis model. The thrifting issue has gained public attention due to its connection with the legality of second-hand clothing imports, the livelihood of local traders, and the interests of the domestic textile industry. The study examines six news articles—three from CNN Indonesia and three from Inilah.com—through Entman’s four framing elements: problem definition, causal diagnosis, moral evaluation, and treatment recommendation. The findings reveal substantial differences between the two media outlets. CNN Indonesia tends to construct thrifting as a multilayered socio-economic issue, featuring diverse actors such as traders, legislators, and government officials, thus producing a more dialogical and contextual narrative. In contrast, Inilah.com emphasizes a firmer stance by highlighting the illegality of thrifting, the government’s strong enforcement actions, and the urgency of eradicating smuggling networks. These contrasting constructions reflect each outlet’s editorial orientation and targeted audience. The study underscores the importance of media literacy in helping the public critically interpret framing differences, particularly within economic and public-policy issues that significantly influence societal perception.
Analisis Strategi Komunitas Budaya Karangjati Nyawiji dalam Meningkatkan Partisipasi Pemuda Surya Aji; Edi Nurwahyu Julianto; 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.v4i4.6103

Abstract

Komunitas Budaya Karangjati Nyawiji yang berbasis di Kecamatan Bergas, Kabupaten Semarang, Central Java Province, plays an active role in realizing inter-religious tolerance and the preservation of cultural diversity. This study aims to explore the communication strategies of community organizations in increasing youth participation, using the framework of the Theory of Planned Behavior (TPB). The SDGs identify three main constructs—individual attitudes, subjective norms, and perceptions of behavior control—as determinants of the intentions and behaviors of community members. The research method is qualitative descriptive, with data collection techniques in the form of in-depth interviews, participatory observations, and focused group discussions (FGD). Respondents consisted of active youth and administrators of the Karangjati Nyawiji cultural community. Data analysis was carried out thematically with an open coding approach and source triangulation to ensure validity. The results show that structured organizational communication strategies—through internal training, social media, and routine cultural activities—influence youth attitudes towards cultural values and tolerance. In addition, community norms and social expectations encourage youth to feel compelled to participate. Perceptions of behavioral control increase when youth are given space for participation and responsibility in activities, which reinforces their intention to be actively involved. These findings provide an important understanding for cultural communities in Indonesia who want to increase the engagement of the younger generation, with a qualitative approach to SDGs. The researchers suggest replicating this model in other cultural communities, as well as the development of value-based communication strategies and youth participation in a more sustainable manner.
Optimalisasi Komunikasi Humas dalam Membangun Brand Image SMAN 4 Mataram Kadek Artadi; I Wayan Astraguna; Sayu Kadek Jelantik
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.6154

Abstract

This study aims to analyze the public relations communication strategy in building the brand image of SMAN 4 Mataram in the digital era, as well as to identify the challenges faced and optimization efforts undertaken. The research is grounded in the growing demand for educational institutions to adapt to the dynamics of digital public communication. The theoretical framework is based on the Excellence Theory by Grunig & Grunig and the Brand Image theory by Aaker. A descriptive qualitative approach was employed, with the research subjects comprising the public relations team and the school principal, and the research objects focused on communication strategies and public perception. Informants included students, parents, alumni, and community members selected through purposive sampling. Data collection techniques included participatory observation, in-depth interviews, open-ended questionnaires, and document studies. Data were analyzed using Miles and Huberman’s interactive model. The findings reveal that the public relations communication strategy has been directed toward digital and collaborative efforts; however, it still encounters obstacles such as budget limitations, low public responsiveness, and insufficient human resource capacity. Optimization efforts have been carried out through media diversification, strengthening external relations, and innovating public communication programs.
Analisis Konten dan Engagement Video Fomo Kementerian Sosial di Tiktok Ida Ayu Nyoman Sucindra Wira; I Ketut Putu Suardana; Rieka Yulita Widaswara
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.6159

Abstract

This study examines the use of TikTok by the Indonesian Ministry of Social Affairs as a public communication medium for delivering educational messages related to the phenomenon of Fear of Missing Out (FOMO). FOMO has emerged as a relevant psychosocial issue in the era of social media, as young people are particularly vulnerable to anxiety, social pressure, and digital dependency. Therefore, adaptive and effective public communication strategies are required to address the characteristics of digital audiences. This research aims to describe the communication strategies employed by the Ministry of Social Affairs, identify the characteristics of video content that influence audience engagement, and interpret engagement metrics as representations of public interaction. A qualitative approach was adopted using content analysis, supported by observation, documentation, and a literature review. The analysis was grounded in the theories of Uses and Gratifications, Persuasive Communication, and Diffusion of Innovations. The findings indicate that short-form videos featuring authoritative narration, a problem-solution structure, and contrasting visuals are effective in attracting audience attention and encouraging appreciative engagement in the form of likes, saves, and shares. However, the absence of comments reflects limited dialogic interaction. This study concludes that the Ministry of Social Affairs’ public communication through TikTok is effective in disseminating educational information, yet it requires more interactive strategies to enhance the quality of audience participation.
Strategi Reaktivitas Tiktok Membangun Citra Merek Daihatsu PT Prima Parama Mobilindo I Gusti Ayu Putri Wulandari; Sayu Kadek Jelantik; I Wayan Astraguna
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.6177

Abstract

This study examines the reactivation strategy of the TikTok account as an effort by PT Prima Parama Mobilindo to build Daihatsu’s brand image in the digital era. The main issue addressed in this research stems from the company’s limited digital activity despite TikTok’s vast potential as a brand communication medium. The purpose of this study is to describe the strategy for reactivating the TikTok account, analyze the internal and external factors influencing its formulation, and explore the internal stakeholders’ perceptions of TikTok’s role in shaping Daihatsu’s brand image. A qualitative descriptive approach was employed, with data collected through non-participatory observation, in-depth interviews, and documentation studies. Data analysis was conducted based on the theories of Brand Image, Integrated Marketing Communication, and Social Media Marketing. The findings reveal that the reactivation strategy focuses on producing creative and interactive content aligned with platform trends and collaborating with influencers. Internal factors such as limited human resources and technical capability pose major challenges, while external factors including the dynamics of social media trends and consumer behavior serve as key driving forces. The TikTok reactivation has been proven to strengthen Daihatsu’s image as a modern, friendly, and digitally adaptive brand.
Analisis Roland Barthes : Representasi Budaya K-Pop dalam Iklan Lemonilo x NCT Dream Andien Laksmi Febytasari; Riski Apriliani
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.6191

Abstract

Advertising is a digital communication tool that provides information to the public about a product. Besides projecting a positive image, advertising also provides information about lifestyle and culture. One such advertisement aired in Indonesia is for the healthy and practical noodle product, Noodles Lemonilo x NCT Dream. NCT Dream, a South Korean boy band, became the brand ambassador for the healthy noodle product in early 2022. This study aims to examine how Korean pop culture is represented in the Noodles Lemonilo x NCT Dream advertisement and to describe its semiotic meaning. This research employs a descriptive qualitative research method with Roland Barthes' semiotic theory analysis. Source triangulation was used to test the validity of the research. The object of this study was the Noodles Lemonilo x NCT Dream YouTube advertisement. Data collection techniques included visual observation through the YouTube advertisement, literature review, and documentation study. The researcher aims to prove that the Noodles Lemonilo x NCT Dream advertisement represents Korean pop culture through NCT Dream as the brand ambassador for the Noodles Lemonilo product and to obtain results from the semiotic meaning of the Noodles Lemonilo x NCT Dream advertisement.

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