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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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Analisis Strategi Integrated Marketing Communication (IMC) Tribun Jogja dalam Menarik Pengiklan Lokal Yogyakarta Rizki Ainun Ni'mah; Alfian Muhazir
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.v5i3.8196

Abstract

This study aims to analyze in-depth the planning and implementation of the Integrated Marketing Communication (IMC) strategy implemented by Tribun Jogja, as well as to understand the role of media convergence and relationship marketing approaches in attracting local advertisers in Yogyakarta amidst digital disruption. The research method used was descriptive qualitative, with data collection techniques consisting of in-depth interviews with the Advertising Supervisor of the business division, observation, and documentation studies. The data analysis technique adopted an interactive model that encompasses data condensation, data presentation, and conclusion drawing. The results show that Tribun Jogja successfully expanded the function of its conventional promotional mix into a multimedia ecosystem by differentiating its products into four revenue streams and establishing a Creative Agency and Social Media Management unit. The media convergence strategy, through data-analytics-based bundling (print and digital), proved effective in attracting advertisers. The impact of this study provides a practical solution for local media management to reduce the psychological barriers of small advertisers (doubtful) through flexible financial policies and free creative assistance, while strengthening long-term partnership loyalty.
The Urgency of Crisis Communication in Responding to Sexual Harassment: Maintaining the University’s Image and Trust Fadhilah Nur Sabriani Mokoagow; Fitria Ayuningtyas
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.v5i3.8218

Abstract

The alleged sexual harassment case at a university highlights the complexity of crisis management in higher education, especially in religious-based institutions. This crisis not only involves personal ethical violations, but also shows the weakness of effective crisis communication governance in the face of public pressure. This study aims to analyze the institutional response of the university in dealing with the sexual harassment crisis, identify the role of the public in the escalation of the crisis, and evaluate its impact on the institution's reputation. This study uses a descriptive qualitative approach with a conceptual study design based on literature and documentation studies. Data sources were obtained from scientific journals, government policies, online media coverage, and official documents of relevant institutions. The results of the study show that UNUGO has not implemented a transparent, empathetic, and accountable crisis communication system. The absence of public clarification, minimal institutional openness, and the dominance of symbolic administrative defenses increases pressure from internal and external publics. Media attention, pressure from civil society organizations, and moral pressure from religious institutions accelerated the damage to the institution's reputation. This study offers novelty by examining the interaction between institutional silence, weak internal crisis management, and the absence of public communication in the crisis of sexual harassment on campuses based on religious values. These findings recommend the importance of improving institutional crisis management systems, strengthening victim protection mechanisms, and developing adaptive crisis communication strategies to restore public trust in the long term.
Acclaim Strategies in the 2024 Bengkulu Regional Election Debate Baby Tiara Karyanto; Kunto Adi Wibowo; Abie Besman
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.v5i3.8239

Abstract

This study examines the use of policy-based and character-based acclaims in the 2024 Bengkulu Regional Election Debate from the standpoint of Benoit’s Functional Theory of Political Campaign Discourse. The objective of the research is to examine the distribution of past deeds and future plans within policy-based acclaims, as well as personal qualities and ideals within character-based acclaims. Utilizing data obtained from two official mayoral debate sessions conducted during the 2024 Bengkulu Regional Election, a quantitative content analysis methodology was implemented. The candidate utterances were coded according to the categories of policy-based and character-based acclaims, forming the unit of analysis. Krippendorff’s Alpha was employed to evaluate intercoder reliability, which was found to be satisfactory to high. The result indicated that policy-based acclaims utilized future plans significantly more frequently than past deeds. In character-based acclaims, personal qualities were more frequently cited than ideals. During the debate, candidates primarily rely on future-oriented policy proposals and demonstrations of competence and leadership ability to construct positive self-representations and obtain voter support, according to these findings. This investigation enhances comprehension of political communication strategies utilized during regional election debates in Indonesia.
Leveraging Key Opinion Leaders Marketing Strategies: Beauty of Joseon on TikTok Putri Aulia Sinaga
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.v5i3.8342

Abstract

The rapid growth of social commerce has transformed influencer marketing into a credibility-driven strategy, particularly within Indonesia’s highly competitive beauty industry. This study aims to examine Beauty of Joseon’s Key Opinion Leader (KOL) marketing strategy on TikTok by analyzing KOL selection criteria, content development approaches, and implementation challenges. Adopting a constructivist paradigm, this research employs a qualitative case study approach. Data were collected through semi-structured interviews, content analysis of TikTok marketing activities, and secondary data from industry reports and digital marketing sources. The findings reveal that Beauty of Joseon prioritizes KOL credibility, skincare expertise, and audience relevance over follower count. The brand further enhances consumer engagement through authentic, educational, and experience-based content that aligns with TikTok’s platform culture. Consistent with Source Credibility Theory, Social Media Authenticity, and Trust-Transfer Theory, the results demonstrate that credibility and authenticity contribute significantly to consumer trust formation and positive brand perception. However, challenges related to limited human resources, centralized approval processes, and affiliate campaign management continue to affect strategic responsiveness. The study highlights the importance of balancing commercial objectives with authenticity and trust-building to achieve sustainable KOL marketing performance within social commerce environments.
Analisis Resepsi Generasi Z pada Lagu “Rayuan Perempuan Gila” Anggriani Wulandari; Teguh Hartono Patriantoro
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.v5i3.8389

Abstract

Mental health has become an increasingly prominent issue among Generation Z. However, stigma toward individuals experiencing psychological distress remains prevalent in social life. Music serves as a communication medium capable of conveying social messages, including those related to mental health issues. This study aims to examine Generation Z's reception of the representation of mental health stigma in the song “Rayuan Perempuan Gila” by Nadin Amizah using Stuart Hall’s Encoding-Decoding theory. The study employs a qualitative approach with a reception analysis method. Data were collected through in-depth interviews with five Generation Z informants who had experienced psychological distress. The findings reveal that three informants were positioned within the dominant reading category, while two informants were categorized within the negotiated reading position. No informants were found to occupy the oppositional reading position. The song was interpreted as a representation of emotional vulnerability, fear of rejection, and the negative labeling experienced by individuals facing psychological distress. The diverse experiences of psychological distress among the informants also influenced their interpretation of the song’s message. These findings indicate that music functions not only as a form of entertainment but also as a communication medium capable of fostering awareness, empathy, and reflection on mental health issues among Generation Z.
Verified Badge dan Kekerasan Simbolik di Media Sosial: Distorsi Kepercayaan dan Legitimasi Digital Ajeng Iva Dwi Febriana; Sigit Surahman
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.v5i3.8417

Abstract

Verified badges on social media were initially introduced as markers of account authenticity. Over time, they have become associated with credibility, influence, and public recognition. This study examines how verified badges function as symbolic capital in the formation of digital legitimacy and symbolic violence on social media. Drawing on Pierre Bourdieu’s concepts of symbolic capital, distinction, misrecognition, and symbolic violence, this research employs a qualitative case study approach. Data were collected through documentation and observation of social media conversations involving a cardiologist and an aesthetic physician whose posts generated public debate. The findings show that verified badges function as symbolic capital that shapes distinction and digital legitimacy through collective recognition. Public trust is influenced not only by professional competence but also by personal experiences, digital opinions, and collective recognition. The study demonstrates that authority struggles on social media arise from competing forms of legitimacy seeking public recognition in digital spaces
Pengaruh Strategi Pemasaran Digital terhadap Penjualan Produk pada Akun TikTok @crsl.store Halwa Agnia; Choirul Fajri
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.v5i3.8467

Abstract

Currently, due to technological advancements, product marketing can be carried out through various media, particularly through social media platforms that are increasingly utilized by business owners. Social media has become one of the most effective marketing tools for reaching customers, strengthening customer relationships, and increasing product sales. This study aims to determine the impact of digital marketing strategies on product sales through the TikTok account @crsl.store. A quantitative research method was employed using simple linear regression analysis. Purposive sampling was applied, and data were collected through the distribution of online questionnaires using a Likert scale. The study was based on the marketing mix theory. Data analysis included validity and reliability tests, classical assumption tests, simple linear regression analysis, and the coefficient of determination test. The results showed that the regression coefficient of 0.522 indicates that better digital marketing strategies lead to higher product sales. Furthermore, the coefficient of determination value of 0.945 or 94.5% demonstrates that digital marketing strategies have a very strong influence on product sales. Therefore, the implementation of digital marketing strategies through TikTok has proven effective in increasing product sales on the @crsl.store account.
Strategi Public Relations Metro TV dalam Membentuk Opini Publik melalui Program Meet Nite Live Nathan Andrew Anindito; Zon Vanel
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.v5i3.8718

Abstract

This study aims to analyze Metro TV’s Public Relations strategies in shaping public opinion through the Meet Nite Live program. This study employed a qualitative approach with a case study method.  This study gathered data through interviews with seven informants (comprising the creative team, presenters, and active viewers), supplemented by observations and analyses of digital content.  Data analysis followed the interactive model of Miles, Huberman, and Saldaña via data condensation, display, and conclusion drawing. The findings indicate that Metro TV's PR strategies are systematically implemented across four stages. Research and listening serve as the foundation for the curation of socio-political issues and mapping of digital audience preferences. Planning and Decision designs a satire-based news-tainment hybrid under editorial supervision. Communication and Action executes cross-platform media convergence and provides two-way interactive spaces, such as the SEBAT segment. Finally, Evaluation adaptively monitors engagement metrics, follower growth, and audience sentiment. Consequently, the program successfully enhances audience engagement and gradually shapes public opinion through cumulative shifts in viewers perceptions, attitudes, and viewpoints. This study contributes to media PR scholarship by demonstrating that public opinion in the digital era is co-constructed through media communication strategies and active audience participation within the digital public sphere.
Analisis Pesan Persuasif dalam Konten Digital di Kampung Wisata Barokah Adimas Maditra Permana; Ahimsa Adi Wibowo
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.v5i3.8800

Abstract

Barokah Tourism Village in Karanganyar Regency, Central Java, utilizes digital content as a promotional medium to introduce its religious and cultural tourism potential. In digital marketing, persuasive messages play a crucial role in shaping destination image, enhancing audience engagement, and encouraging tourists’ visit intentions. However, studies on the effectiveness of persuasive communication strategies in religious-based tourism destinations remain limited. This study aims to analyze the persuasive communication strategies applied in the digital content of Barokah Tourism Village and to identify factors influencing their effectiveness. This research employs a qualitative approach using content analysis. The theoretical framework is based on the Elaboration Likelihood Model (ELM) and the AIDA (Attention, Interest, Desire, Action) model. Data were collected through social media content observation, interviews with the management, and analysis of audience responses based on digital interactions. The findings reveal that persuasive strategies emphasizing storytelling, visitor testimonials, and appealing visual elements effectively increase audience attention, interest, and trust. Messages highlighting spiritual values and authentic experiences are also more effective than purely descriptive information. Nevertheless, maintaining message consistency and innovating content formats remain key challenges. Therefore, a more structured, adaptive, and research-based digital communication strategy is needed to enhance the effectiveness of tourism promotion.
Representasi Toxic Relationship Pasangan BL dalam Serial GMMTV "Only Friends : Dream” Aisyahtul Ummarah Sulistyowati; Sheila Lestari Giza Pudrianisa
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.v5i3.8834

Abstract

This study aims to uncover and describe the representation of toxic relationship among Boys Love (BL) couples in the Thai drama series produced by GMMTV titled “Only Friend  : Dream On”. Amidst the high consumption of BL popular culture in Indonesia which contrasts sharply with socio-legal norms and stigma against sexual minorities fictional media often aestheticizes and romanticizes dating violence behaviors. This descriptive qualitative study employs a constructivist paradigm and Charles Sanders Peirce’s triadic semiotic analysis method, dissecting signs through nine trichotomic elements (Qualisign, Sinsign, Legisign ; Icon, Index, Symbol; Rheme, Dicent Sign, Argument). The object of study focuses specifically on key scene excerpts in Episode 10, representing the peak of interpersonal conflict escalation between characters. The findings reveal that toxic relationship are systematically constructed through five main forms : violation of privacy boundaries, emotional manipulation (pity play, blame shifting, and gaslighting), extreme jealousy and mind games through third-party objectification, intimidation via verbal abuse and social isolation, and physical abuse alongside non-consensual intimacy. This study concludes that the series does not merely portray fictional romance, but encodes a reflection of relational distortions and the dangers of normalizing psychological violence in romantic relationships.

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