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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 374 Documents
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Digital Branding “Livin By Mandiri” Dari Sudut Pandang Teori Social Exchange Agus Prakarsa Yuristama; Manik Sunuantari
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.5211

Abstract

This study discusses Digital Branding of Digital Banking products from Bank Mandiri. Mandiri Digital Banking products consist of Livin By Mandiri (individual) and Kopra by Mandiri (Company), where even though Bank Mandiri Digital Banking was only introduced after the Covid 19 pandemic, the number of transactions is relatively large (especially Livin by Mandiri) during 2024 ranked second after BCA which is indeed the leader in Digital transactions in Indonesia. The research method used is qualitative, using the Social Exchange Theory from John Thibaut and Harold Kelley with the substance of how people evaluate and maintain social relationships by comparing costs and benefits in establishing relationships. Customer Loyalty is the main thing, where in this study it can be seen that Bank Mandiri has programs including: Perceived Ease of Use, Perceived Usefulness, All-In-One Ecosystem, Building Connection That Mandiri Elevate my Living Norm We are beyond banking and Always Here For You! We grow together with our customers. The strategy in question is applied in Bank Mandiri's social media, for example in the FOMO IMLEK promo. The impact of this research is a personal and individual approach to management or customers, must utilize Bank Mandiri as Corporate Banking with an ecosystem approach to the company where the individual works, meaning that the priority marketing target is employees of the corporation in question.
Kapital Relasional dan Konversi Modal Bourdieu Studi Kasus Band Pyong Pyong Haris Yuliyanto; Adi Nugroho; Panji Mukadis
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.7140

Abstract

In Indonesia, subculture tend to be associated negatively. However some of music band still exist and expanding even though with the kind of attribute that attached to them.  The view from Pierre Bourdieu about cultural have been used by us to study capital conversion by Pyong Pyong, a music band in Pop Punk genre.  This study offer novelty from the study orientation point of view, thus most of the previous study focus on visual commodification, as we offer the study of the dynamic of music agency in the music ecosystem. As for the data analysis, we conducted interview and documentation archive gathering. There are points that have been found that one of their advantages compare to other bands is their consistency. This consistency reflected by the high traffic earned by Pyong Pyong in the internet and social media. This achievement did not stand exclusively by built by inclusive pattern and with the sustainability principle. Future studies can explore comparative study with other Pop Punk bands from other cities such as Bandung, Surakarta, Yogyakarta, and many more to test generalization of the model, or inviting perspective from other Band in  Semarang.
Strategi Digital Public Relations Sekolah: Analisis 7C Framework pada Akun Instagram @smp.annamiroh1 Indah Mardini Putri
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.7250

Abstract

This study aims to determine how the An Namiroh 1 Junior High School Multimedia Team utilizes the Instagram account @smp.annamiroh1 to publish information to the public from the perspective of Jeffrey F. Rayport and Bernard J. Jaworski's 7C Framework. The research employs a qualitative approach using interviews, observations, and documentation of 76 posts from January to February 2025. The results show that all elements of 7C (context, content, community, communication, connection, customization, and commerce) have been implemented in an integrated manner. However, its application has undergone contextual adaptation: the commercial orientation of e-commerce has shifted to a reputational and ideological strategy in the context of value-based education. Social media not only functions as a means of promotion, but also as a space for representing Islamic identity, strengthening moral legitimacy, building public trust, and articulating the vision of “Creating World Class Leaders.” These findings expand the relevance of the 7C Framework by showing that in Islamic educational institutions, digital communication acts as an instrument for shaping image and global positioning rooted in religious values.
Strategi PR Adaptif Humas LPP TVRI Bali melalui Storytelling Digital A.A.A. Ngurah Sumitha Ghanjali; Mochammad Kresna Noer
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.7303

Abstract

The development of digital technology has significantly transformed public relations practices in  LPP TVRI Bali, particularly in creating some content more interactive, participatory, and data-driven communication patterns. This study aim to give some analyzes how the adaptive PR  strategy implemented  by public relations division through digital storytelling to build the reputation of the institutional image and engagement of audience in digitalization era. The research employs a qualitative descriptive method with an approach with a case study. Data were collected through in-depth interview, observation of digital communication activities, and documentation from Instagram content of @humastvribali. The findings reveal that digitalization in media transformation has shifted by the role of PR practitioners from  delivering the merely disseminating information to manage the reputation also producing strategic content based on real-time. Implementation of digital storytelling through human-centered narratives, some content about behind the scenes some program in LPP TVRI Bali, adding creative visual elements, and  the use of AI as supporting tool to build the creativeness of content production. Strategy evaluation is conducted based on engagement metrics such as likes, shares and  growth’s follower. The strategy gain the support from the organizational through training and technological facilities for strengthening the effectiveness of the strategy.
Maxim Violations in the Dialogues of Pramoedya Ananta Toer’s This Earth of Mankind: A Pragmatic Analysis Olga Kusuma Sari; Anis Azimah; Luluk Anjarwati
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.7318

Abstract

Literary works are commonly used to share ideas. In a novel, the characters’ dialogues may be used as one way to deliver ideas or messages. This study examines the violation of conversational maxims in the dialogues of the Indonesian well-known novel This Earth of Mankind that written by Pramoedya Ananta Toer using Grice’s Cooperative Principles. Grice’s communication framework might not be fulfilled in conversation with particular reason, in other word, it is violated. The purpose of this research is to identify the types of maxim violations and its frequent that occur in the novel This Earth of Mankind among the characters’ dialogue. This research employs a qualitative design with a library research approach, with the data gathered from the novel. 67 utterances found containing maxim violations, and the findings reveal that a total of 88 maxims were identified, since several utterances contain more than one maxim. The most frequent violation found in the maxim of relevance or relation, occurring 34 times (38.6%), followed by the maxim of quantity and manner, each occurring 22 times (25%), and the least frequent is the maxim of quality, occurring 10 times (11.4%). Maxim violations functioned as pragmatic strategies to develop the characters and used to showed the social hierarchy's influence to the style of speaking.
Strategi Komunikasi Pemerintah: Analisis Lintas Platform pada Pemprov Jabar, Banten, dan DIY Sean Filo Muhamad; Despian Nurhidayat
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.7391

Abstract

This study aims to analyze corporate communication strategies, information dissemination patterns, the impact of political personalization, audience adaptation, and the implementation of dialogic communication on the official social media accounts of the West Java, Banten, and DIY Provincial Governments across five platforms (YouTube, Instagram, Facebook, TikTok, and X). The study employed a Systematic Documentary Review (SDR) method, treating social media posts as digital documents. Data were collected from December 1–14, 2025, through identification, screening, eligibility, and inclusion stages. The results indicate massive strategic differentiations: West Java focused on socialization (47.0%), Banten on formal news (77.4%), and DIY on high-volume news and events (88.1%). Instagram dominated public interactions, yet DIY excelled in an omnichannel approach. A strategic anomaly was found in West Java with 0% YouTube activity, neglecting emotional engagement potential despite its strong "Content Governor" culture. In conclusion, the high quantity of administrative information (as seen in Banten) failed to generate organic engagement because digital audiences respond better to narrative-humanistic approaches. Therefore, local governments must evaluate their digital presence to serve as adaptive dialogic communication instruments rather than mere bureaucratic showcases.
Menelisik Pandangan Wartawan Lokal di Sulawesi Selatan terhadap Pemanfaatan Kecerdasan Buatan Moehammad Gafar Yoedtadi; Arif Fuddin Usman
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.7411

Abstract

Artificial intelligence (AI) technology has been applied in various sectors, including the mass media industry. Media managers believe AI can present news more systematically and efficiently than human journalists. This study aims to analyze the perspectives of local mass media journalists in Makassar regarding the use of AI, employing a qualitative approach and a case study method. Data were collected through in-depth interviews and analyzed using thematic analysis. Utilizing the Technology Acceptance Model (TAM) as a theoretical framework, this study identifies the factors influencing journalists' attitudes toward AI, including perceived usefulness and perceived ease of use. The findings reveal a generally positive acceptance of AI technology among local journalists in Makassar. AI is primarily used to support productivity, creativity, and work efficiency. Overall, journalists perceive AI as a functional tool that can accelerate various journalistic processes, such as writing, editing scripts, formulating interview questions, and producing multimedia content. Despite the convenience and efficiency AI offers, journalists maintain a selective and critical attitude toward its use. They are aware that AI technology has limitations in representing the humanistic values of journalism, such as empathy, social sensitivity, and intuition in news writing.
Konstruksi Identitas Profesional Selebritas: Analisis Konten pada Unggahan 'Open to Work' Prilly Latuconsina di LinkedIn Reza Mehdi Fauzi; Zahrotul Munawwaroh; Sigit Andrianto; Mohammad Syarrafah
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.7428

Abstract

This study aims to analyze the professional identity construction strategy carried out by Prilly Latuconsina through her "Open to Work" post on LinkedIn in January 2026. This phenomenon attracted widespread public attention as it represented an unconventional move by a prominent Indonesian celebrity in her effort to reposition her image from the entertainment industry toward the professional realm of business and management. This study employs a qualitative approach using qualitative content analysis, with the research objects comprising the post narrative, profile headline, and diction choices used in Prilly Latuconsina's LinkedIn profile. The theoretical framework includes Erving Goffman's self-presentation theory through the concepts of front stage and back stage, as well as personal branding concepts from Peter Montoya and Stevani and Widayatmoko. The findings indicate that Prilly strategically utilized platform selection, narrative structure, and professional diction to construct her new identity as a competent individual in the business domain. This identity construction was reinforced by the consistency between the narrative she built and the concrete actions she took following the post. This study concludes that effective personal branding requires alignment among narrative, competence, platform selection, and consistency of action on a sustained basis.
Ruang Ketiga Hutan Pinus: Studi Etnografi Pola Interaksi Budaya Nongkrong Dante Pine Adelia Adelia; Muh Akbar; Arianto Arianto
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.7447

Abstract

This study aims to explore the communication dynamics in the Dante Pine tourism area, Enrekang Regency, as a "Third Place" for the youth community. Using the Ethnography of Communication method, this research examines how spatial configurations and environmental factors influence interaction patterns. Findings reveal that Dante Pine’s sociopetal layout and biophilic climate act as facilitators for self-disclosure, shifting communication patterns from small talk to deep talk. Non-verbally, the cold temperature and the use of artifacts (coffee/campfires) decrease physical distance (proxemics) and increase the intensity of eye contact. Furthermore, visitors engage in hybrid impression management, where they construct an outdoor lifestyle identity through the integration of physical activities and digital representation on social media. Cyber validation emerges as a key element in reinforcing social status in the real world. This study concludes that Dante Pine acts as a hybrid communication ecosystem that integrates physical and cyber spaces in mediating the needs for self-expression and identity reinforcement for the digital generation.
Duality of Identity and Intergenerational Authority: Networking and Negotiation Competencies among Indonesian Adolescents Zahrotul Munawwaroh; Mohammad Syarrafah; Reza Mehdi Fauzi; Sigit Andrianto
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.7451

Abstract

This study examines how networking and negotiation skills manifest as digital communication competencies among Indonesian high school students. With internet penetration reaching 79.5% in 2024 and Generation Z constituting the largest user group at 34.4% (APJII, 2024), understanding how adolescents develop communicative competencies in online spaces has become increasingly urgent. Using an explanatory sequential mixed-methods design, this study combines a purposive online survey of Karya Ilmiah Remaja (KIR) students in South Jakarta with in-depth case study interviews of two highly engaged participants. Findings reveal four key results: participants demonstrated critical information-seeking practices reinforced by their KIR research background; they used social media platforms in purposefully differentiated ways for learning, creative expression, and entertainment; they exercised negotiation competence through dual-account identity management and sensitivity to SARA issues; and participatory culture experience had produced a reversal of intergenerational communicative authority, with adolescents educating parents about digital norms. This study contributes to communication scholarship by repositioning networking and negotiation as core digital communication competencies, and by situating Jenkins' framework within a culturally specific Indonesian context.

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