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Romindo
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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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Alternate Universe (AU) Vs. Kreativitas Menulis Gen Z pada Tren Digitalisasi Sastra Ni Putu Intan Permatasari; Dwi Oktaviani
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.v5i1.6199

Abstract

This study examines the role of social media X in developing Gen Z's writing creativity through the phenomenon of the Alternate Universe (AU) as a form of digital literature in the era of literary digitalization. The research uses qualitative, data collection through observation, interviews, and document studies of AU writers and readers  on social media X. The results of the study show that social media X functions as an interactive digital space that encourages writers to express ideas flexibly through thread, retweet, like, comments, and supporting visual media. Two-way interaction between writers and readers creates a participatory digital literary ecosystem, where readers provide feedback that enriches the creative process. In addition, the use of # (hashtag) and communities such as #AUrecommendation and Local AU Base makes it easier to promote and expand the reach of works. This research confirms that social media X is not only a place for distribution, but also a forum for learning and developing creativity as well as a digital literary community for Gen Z in facing the challenges of literacy culture in the modern era.
Pengelolaan Media Sosial Instagram Sebagai Media Publikasi Direktorat Sekolah Menengah Atas Fatmawati Atandy Shella Puspita Sari; Shinta Kristanty
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.v5i1.6208

Abstract

This study discusses the management of Instagram @direktorat.sma as a media publication of the Direktorat of SMA Fatmawati under the auspices of Kemendikdasmen. Although Instagram @direktorat.sma is used for publication, its management still faces limitations in following the latest trends. This study aims to analyze the management of social media based on the concept of 4C Chris Heuer (Context, Communication, Collaboration, Connection) with a descriptive qualitative approach. The research data included primary data through participatory observation, structured interviews, and documentation, as well as secondary data from scientific articles, Instagram uploads, and related publication materials. The results show that @direktorat.sma has implemented social media management with context management through routine content planning or content plans and visual guidelines, as well as using KBBI rules. Communication management is achieved through two-way communication, such as quizzes, live streams, competitions, and responding to comments and direct messages. Collaboration is carried out with High School Ambassadors to present creative and educational content, while other Directorate units focus on delivering priority programs. Connection management is realized by showcasing student achievements and High School Ambassador activities, thereby building closeness and engagement with the audience.
Storytelling Instagram @Ramondaaudii untuk Membangun Brand Equity Wardah Ni Putu Intan Permatasari; Aprilia Wardani
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.v5i1.6248

Abstract

This study aims to analyze how Wardah's brand equity is built through a storytelling strategy implemented by Instagram content creator @ramondaudii. The method used is descriptive qualitative, with data collected through observation, in-depth interviews with the content creator and ten active followers, and document studies. The main findings show that storytelling can utilize the creator's personal experiences, informative visual details and a narrative flow that is highly relevant to the audience's needs. This technique has proven successful in increasing consumer understanding of the benefits of Wardah products while establishing a stronger emotional connection with the brand. The narrative conveyed triggers a positive cognitive response in the audience. This response includes thoughts that support the message, increased brand awareness, better perceptions of product quality and a significant boost to purchasing decisions. This positive response contributes directly to strengthening the four main dimensions of Wardah's brand equity (awareness, brand associations, perceived quality, loyalty). Overall, this study concludes that storytelling is an appropriate communication strategy in expanding market reach and increasing Wardah's appeal, especially in the younger user segment or Generation Z who tend to respond better to narrative content that is considered authentic.
Strategi Distribusi Artikel di Facebook Page Kompas.com dalam Mengoptimalkan Engagement Audiens Amirah Inas; Vivien Febri Astuti; Tasya Camila Hamdani
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.v5i1.6294

Abstract

Social media has become the primary channel for news distribution in the digital age, with Facebook being one platform utilized by Kompas.com to expand its reach and increase audience engagement. This study aims to identify the article distribution strategy on Kompas.com's Facebook page and its effectiveness in optimizing audience engagement. The research uses a qualitative approach through active participation, observation, interviews, and analysis of Facebook insight data for the period of October-November 2025. This research is based on the Agenda Setting Theory, which emphasizes the role of the media in shaping public issues, and the Uses and Gratifications Theory, which explains that audiences are active on digital media to fulfill personal needs. The results revealed that Kompas.com's distribution strategy, which includes article selection, caption and call-to-action (CTA) composition, use of visuals, hashtags, and timely uploads, proved effective in optimizing audience engagement, as evidenced by increased interaction from October to November 2025. This strategy successfully expanded the public reach, met the needs of the audience in the digital space, and maintained the relevance of Kompas.com as a news media in the digital space.
Iklim Komunikasi Organisasi dalam Analisis Keberlanjutan Status Karyawan Kontrak di Sektor Ritel Ni Wayan Eka Wardani; Rieka Yulita Widaswara; Ida Bagus Benny Surya Adi Pramana
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.v5i1.6560

Abstract

The increasing use of contract-based employment in the retail sector has raised concerns regarding job insecurity, which may affect employees’ motivation and the sustainability of employment relationships. In this context, internal organizational communication plays an important role in shaping employees understanding of performance evaluation processes and contract renewal opportunities. This study aims to analyze internal organizational communication practices and their relation to the sustainability of contract employees’ employment status at CV. Niaga Multi Ritel. A qualitative descriptive approach was employed in this study. Data were collected through in-depth interviews with contract employees, direct supervisors, and management representatives, supported by observation and document analysis. Informants were selected using purposive sampling based on their involvement in communication and performance evaluation processes. The findings indicate that organizational communication within the company is predominantly informal, unstructured, and not conducted on a continuous basis, particularly in relation to performance feedback and the clarity of evaluation indicators. This condition contributes to the emergence of perceived job insecurity among contract employees. Conversely, more open and transparent communication helps enhance employees’ understanding of work expectations and employment continuity opportunities. This study highlights that organizational communication plays a strategic role in supporting the sustainability of contract employees’ employment status and should therefore be managed more systematically.
Strategi Penyebaran Konten Digital TVRI Bali dalam Meningkatkan Visibilitas Berita Lokal Ni Putu Rika Anggarani; Kadek Devi Kalfika Anggria Wardani; Putu Suparna; Sahri Aflah Ramadiansyah
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.v5i1.6676

Abstract

This study examines the digital communication strategy through the distribution of TVRI Bali's digital content in increasing the visibility of local news on social media as a form of broadcast media adaptation in the era of media convergence. The study used a qualitative approach, data collection was conducted through observation, interviews, and document studies of TVRI Bali's media content division, divisions that assist with content distribution, and TVRI Bali's social media audience. The results showed that the New Media Content Division helped optimize the use of social media by designing, managing, and distributing content on social media and conducting audience interest analysis to determine the right posting time. Other strategies were carried out by using attractive visuals, and utilizing content distribution formats by selecting keywords, hooks, and SEO. In addition, citizen journalism activities, inter-media mentions, and contributors from each region in Bali accelerated uploads on social media. Through targeted content design and strengthening collaboration between divisions and external parties, TVRI Bali's New Media Content Division was able to produce diverse content and maintain consistent uploads according to the results of audience interest analysis, so that the formulated strategy could become a plan and reference in increasing news visibility on social media platforms.
Strategi Komunikasi Humas Digital dalam Optimalisasi Engagement Media Sosial Instagram @skaampenan.sdsmp Ni Luh Gede Mona Agustini; Pramana, Ida Bagus Benny Surya Adi; Widaswara, Rieka Yulita
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.v5i1.6710

Abstract

This study aims to examine the role of the Digital PR communication strategy in optimizing Instagram social media engagement @skaampenan.sdsmp. Currently, social media has become a primary channel for disseminating information to the public quickly and interactively. This research employs an in-depth qualitative approach, collecting data through interviews, observations, and documentation. The results indicate that the PR division of SKA Ampenan plays a crucial role in designing, managing, and evaluating content to ensure that messages are conveyed effectively, relevantly, and engagingly to the audience. Instagram is utilized to share news about school activities, build a positive institutional image, and reach a wider audience through features such as posts, short videos, and stories. Audience engagement, such as likes, comments, and shares, serves as an indicator of the effectiveness of information dissemination. The study also identifies several challenges faced by the PR division, including Instagram algorithm changes, limited staff capacity, diverse audience preferences, and low public participation in providing feedback. In conclusion, a well-planned and consistent digital communication strategy is essential. The PR division of SKA Ampenan successfully enhances the effectiveness of information dissemination and fosters a positive school image. Recommendations include improving human resource competencies, developing interactive content, and adjusting digital communication strategies according to audience characteristics.
Perlawanan Terhadap Kekerasan Simbolik dalam Drama Undercover High School (Analisis Semiotika Roland Barthes) Rahma Nastiti Damayanti; Yudha Wirawanda
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.v5i1.6739

Abstract

The Korean drama Undercover High School was quite popular in 2025, which raised the theme of social inequality in the school education environment. This drama packaged the existence of social inequality in the lower class so that resistance aided by the middle class against symbolic violence from the upper class made the drama interesting to study. The purpose of this study was to determine how social inequality causes symbolic violence so that there is a difference between rich and poor students in the drama Undercover High School. The method used was qualitative analysis. The data analysis technique in the research of the drama Undercover High School used semiotics from Roland Barthes with primary data observing and watching the conversations of the drama subjects. Then the secondary data was obtained from journal literature, books and websites related to this research topic. In this study, researchers used data validity through triangulation and involved various sources for data accuracy. The results of the study found that social inequality resulted in symbolic violence from Pierre Bourdieu, which caused resistance from the lower class that occurred at the elite school Byeongmun High School.
Strategi Komunikasi Krisis PT KAI dalam Menangani Kasus Tumbler Tuku: Analisis Menggunakan Situasional Crisis Communication Theory (SCCT) Fitra Nur Suci; Suryani Musi
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.v5i1.6757

Abstract

The case of lost tumblers that went viral at the end of November 2025 sparked public controversy after a KAI Commuter officer, Argi Budiansyah, uploaded a statement that he was fired due to the handling of reports of lost items by posting a thread on the Threads platform by the account @anitadewl which accused him of being irresponsible. The virality of the upload encouraged the formation of negative public attributions towards PT Kereta Api Indonesia (PT KAI), which was perceived to have taken unilateral decisions and acted unfairly towards its employees. This research aims to analyze PT KAI's crisis communication strategy in responding to this issue using the Situational Crisis Communication Theory (SCCT) framework. This research uses a qualitative approach with a case study method, with secondary data collection through analysis of uploads and comments on Threads social media, monitoring online media reporting, and literature review. The research results show that the crisis experienced by PT KAI is categorized as a preventable cluster, where the organization is perceived as fully responsible for the crisis due to alleged procedural and internal communication failures. The crisis response strategy implemented by PT KAI includes a deny strategy through clarification of the denial of unilateral dismissal, which is then followed by a rebuild strategy through facilitation of mediation between passengers and employees until a peace agreement is reached. Even though mediation measures have proven effective in reducing the escalation of negative conversations in the short term, these findings show that reputation restoration is not immediately achieved, because attributions of public responsibility have already settled through the dynamics of perceptions on social media.
Fenomenologi Popularitas Organik Pengguna Non-Selebriti di Instagram Adhvidya, Adhvidya
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.v5i1.6765

Abstract

This journal examines the process of forming popular accounts on Instagram, carried out by individuals from ordinary backgrounds rather than celebrities or public figures. The study employs a qualitative approach with a descriptive phenomenological method to gain an in-depth understanding of participants’ experiences. Three participants were selected through purposive sampling based on the criterion of owning accounts that had already gained wide recognition. The research aims to answer a fundamental question: what truly creates a popular account on Instagram? The analysis reveals that popularity does not necessarily stem from an explicit motive to become popular, but rather emerges as a consequence of consistent and authentic everyday practices. Four main strategies identified in this study are consistency in posting content, creating characteristic content, engaging in reposting practices, and meeting followers’ expectations. These findings contribute significantly to the field of digital communication studies and serve as practical references for Instagram users seeking to understand the dynamics of popularity without relying on instant strategies. Ultimately, the results not only provide empirical insights into how popular accounts are formed but also establish a conceptual foundation for next development of communication studies. In theoretical terms, this study expands the understanding of how digital identity, everyday practices, and social interactions intersect in shaping popularity within social media spaces.

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