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Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Published by Universitas Muhammadiyah Surakarta
ISSN : 24773328     EISSN : 28077245     DOI : -
Core Subject : Health, Science, Education, Social, Engineering,
Computer Science & IT Engineering Medicine & Pharmacology Social Sciences Other
The International Summit on Science, Technology and Humanity (ISETH) is organised by Universitas Muhammadiyah Surakarta. This summit aims to provide a platform for researchers and academics to share their research findings with others and meet lecturers and researchers from other institutions and to strengthen the collaboration and networking amongst the participants.
Arjuna Subject : Umum - Umum
Articles 1,487 Documents
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Food Poisoning in Free Nutritious Meals Program: A Comparative Framing Analysis of Kompas.com and detikNews Eko Purwanto; Dian Purworini
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7599

Abstract

This study aims to analyze and compare how the online news portals Kompas.com and detikNews covered the mass food poisoning incident in the Free Nutritious Meals (MBG) program during the period from September to November 2025. Unlike previous studies, which generally focused on the dynamics of political conflict or budgetary controversies in government policy, this study takes a new perspective by examining how digital media respond to issues of public safety and calls for accountability when a national strategic program faces operational challenges in the field. This study employs a deductive quantitative content analysis method, examining news articles using the five-dimensional crisis model by Semetko and Valkenburg (2000). Statistical tests were conducted using an Independent Samples t-test with a significance level of alpha = 0.05 to identify differences in framing tendencies between the two national media outlets. The test results confirmed that the Null Hypothesis (H0) was validly accepted with a significance value of 0.650, indicating that there was no significant difference in how the two media outlets framed the event. The "Attribution of Responsibility" dimension ranked highest (48% on Kompas.com and 52% on detikNews), followed by the "Human Interest" dimension in second place. Conversely, the "Economic Consequences" and "Morality" aspects appeared very minimally, while the "Conflict" aspect was recorded as nonexistent or zero percent (0.0%) in both media outlets. This study provides a scientific contribution regarding the commonality of online media agendas in Indonesia in responding to operational issues related to state policy. Its novelty lies in the objective evidence of editorial behavior that consistently refrains from highlighting political conflict, instead prioritizing the safety of victims during the initial phase of government programs.
Digital Activism in the Brave Pink Hero Green Movement: Forms of Political Participation by Influencers and the Public on Social Media Gandhi Rahmat Romadhoni; Rona Rizkhy Bunga Chasana
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7600

Abstract

This study aims to analyze the forms of digital political participation emerging from the involvement of influencers and the public in disseminating the Brave Pink-Hero Green visual campaign within the #ResetIndonesia movement on social media. Employing a descriptive qualitative approach, the study collected data through in-depth interviews with six purposively selected informants, consisting of three influencers and three members of the public actively engaged in the campaign. Data were analyzed using the Miles and Huberman interactive model, including data reduction, data display, and conclusion drawing, while source triangulation was used to ensure validity. The findings indicate that the Brave Pink-Hero Green campaign spread organically across social media platforms without formal organizational structures, driven by shared socio-political concerns and facilitated through visual symbols representing courage, solidarity, and criticism of government policies. Digital political participation is manifested through activities such as reposting content, changing profile pictures, sharing information, commenting, and engaging in online discussions. Influencers played a strategic role in amplifying messages, simplifying issues, and increasing public awareness, whereas the public contributed by extending message dissemination and fostering collective engagement. The interaction between influencers and the public reflects the characteristics of connective action and participatory culture, highlighting how digital media enables collaborative and decentralized political participation. This study contributes to the digital activism literature by examining visual symbol-based activism through the Brave Pink-Hero Green campaign, extending current understandings of digital political participation beyond hashtag-centered activism.
Marketing Communication Strategy on the @tumurunmuseum Instagram Account to Foster Interest in Visiting the Tumurun Private Museum Keiza Maulida Rahma Meyva; Agus Triyono
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7601

Abstract

This study aims to analyze the marketing communication strategies of the @tumurunmuseum Instagram account in fostering the intention to visit the Tumurun Private Museum in Solo. The main issue underlying this study is the stigma of exclusivity often associated with private museums, in addition to the limited literature on how the richness of media is strategically utilized by cultural institutions to reach a wider audience. This study employs a descriptive qualitative method using a case study approach. Data were collected through in-depth interviews with six informants comprising four members of the museum's internal management staff and two active followers of the @tumurunmuseum Instagram account, supported by direct observation and documentation of digital content from December 2025 to February 2026. Data analysis followed the interactive model by Miles and Huberman, with the application of source and method triangulation to ensure the validity of the findings. The research results reveal three main findings. First, the use of inclusive language in photo captions effectively reduces ambiguity and the stigma of exclusivity associated with private museums by optimizing the linguistic variation dimension in Media Richness Theory. Second, Instagram Reels serve as the primary conversion factor that transforms digital interest into a decision to visit in person through a dual-signal mechanism. Third, collaborative content management based on shared values without written Standard Operating Procedures proved capable of maintaining brand identity cohesion, although this introduced vulnerability to the risk of personnel turnover. This study confirms that the integration of Media Richness Theory and the Circular Social Media Model constitutes a relevant and comprehensive analytical framework for examining the digital marketing communication strategies of cultural institutions in the era of social media.
Analyzing By.U’s #CumaKamuYangBisa Digital PR Campaign in Building Generation Z Brand Awareness on TikTok Sapta Aprilia; Lelita Azaria Rahmadiva
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7602

Abstract

Purpose: Generation Z increasingly perceives brands as symbolic identities rather than mere providers of products or services, pushing telecommunications companies to move beyond price competition and adopt narrative-driven digital PR strategies on platforms such as TikTok. This research investigates the construction of messages in the By.U Provider digital PR campaign #CumaKamuYangBisa on TikTok. It employs Roland Barthes' semiotic framework to analyze its implications for enhancing brand awareness among Generation Z. Methodology: The study adopts a descriptive qualitative approach, applying Barthes' three layers of meaning in semiotic analysis, namely denotation, connotation, and myth. This Research analyze 11 videos from the #CumaKamuYangBisa digital PR campaign published by @by.u account on TikTok in August 2023. The analysis focus on four message elements: message theme, language style, emotional tone, and visual elements. Results: The digital PR campaign shows a progressive message theme that transitioned from product introduction to emotional integration. It employed an authentic language style resonating with Gen Z communication codes, showcased a variety of emotional tones ranging from comedic to dramatic, and maintained visual consistency through a light blue color palette. The application of Barthes' three layers of meaning indicates that the campaign constructs the brand myth of "a friend who understands Gen Z's digital identity." Applications/Originality/Value: This research addresses a gap in the literature by integrating Barthes' semiotics into the analysis of digital PR campaigns conducted by telecommunications providers on the TikTok platform, an area that remains relatively underexplored in Indonesian digital communication studies.
Solo Technopark Integrated Marketing Communication Strategy for Building a Brand Image as an Innovative Science and Technology Hub Dinah Afianti; Sidiq Setyawan
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7603

Abstract

Purpose: This study aims to analyze the integrated marketing communication (IMC) strategies implemented by Solo Technopark in building its brand image as an innovative science and technology hub, and to identify the challenges encountered in integrating the elements of the IMC mix. Methodology: This study employs a descriptive qualitative approach. Data were collected through interviews, observations, and documentation, with informants selected using snowball sampling. The collected data were then analyzed using the Miles and Huberman interactive model, comprising data reduction, data display, and conclusion drawing/verification. Results: The findings indicate that Solo Technopark has implemented all elements of the IMC mix, namely advertising, sales promotion, personal selling, public relations, and direct and digital marketing. Its brand image has been successfully strengthened through the uniqueness of its flagship programs, free coworking spaces, and digital media tailored to its target audience. However, the integration of these IMC elements remains constrained by several internal operational challenges, including inter-departmental communication synchronization, publication timeline management, fluctuations in social media engagement, and limitations in the internal workforce’s ability to adapt to digital technology. Applications/Originality/Value: This study offers practical recommendations for strengthening cross-departmental coordination and enhancing digital marketing capabilities within science and technology park institutions. It contributes to the limited literature on IMC strategy implementation in Indonesian science and technology hub and provides valuable insight for similar institutions seeking to build a competitive, innovative brand image.
Volunteer-Based Political Communication Strategies in the 2024 Elections: A Case Study of the Bolone Mase Volunteers in Surakarta Sigit Yulianto Wahyu Nugroho; Andika Sanjaya
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7604

Abstract

The development of democracy in Indonesia has been marked by the emergence of political volunteer movements, which serve as a base of support for candidates outside the formal party structure. The emergence of these political volunteer movements signals public dissatisfaction with existing political parties. Political volunteer movements represent a new approach to garnering public support and fostering active participation. Political volunteers signify increased public engagement in democracy, boosting participation beyond the conventional parliamentary system. Political volunteers emerge from value-based politics, which has a positive impact on candidates as well as public political behavior. The presence of political volunteers in supporting a candidate during an election is crucial and essential. They serve as the candidate’s primary support base for communicating their vision and mission and mobilizing support. One group of political volunteers that has emerged in the political landscape of the 2024 presidential and vice-presidential election is the Bolone Mase volunteers. This study aims to examine in depth how the Bolone Mase volunteers formulate their political communication strategies in Surakarta, Central Java a city where the Prabowo-Gibran ticket secured a significant lead in votes. This phenomenon presents intriguing characteristics worthy of further research. The political communication strategies of the Bolone Mase volunteers are the primary focus of this study. This research aims to delve deeper into how the Bolone Mase political volunteers design their political communication strategies, including their communication methods, the types of messages they convey, the platforms they use, and the role of lobbying techniques.
Framing of The Palestine-Israel Conflict News in Eastern Media U Umari; Arif Surya Kusuma
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7605

Abstract

Purpose: This study aims to analyze and compare the framing of the Palestine-Israel conflict in two major Middle Eastern media outlets, Al Jazeera and Arab News, by examining how each media constructs the conflict through news coverage published between October 2023 and October 2025. Methodology: This study employs a qualitative descriptive approach using Robert N. Entman's framing analysis model. The data consist of headlines and news articles related to the Palestine-Israel conflict published by Al Jazeera and Arab News. A total of 10 news articles 5 from each outlet were selected using a purposive sampling technique to ensure relevance and representativeness. Data were collected through documentation and document analysis techniques. The collected data were analyzed using Entman's four framing elements: defining problems, diagnosing causes, making moral judgments, and treatment recommendations. Results: The findings reveal significant differences in framing between the two media outlets. The empirical basis of this study indicates dominant and recurring patterns in the narrative construction of each outlet. Al Jazeera frames the conflict as Israeli aggression and occupation accompanied by humanitarian violations, places primary responsibility on Israel and its political leadership, and advocates the enforcement of international law and a complete cessation of military actions. In contrast, Arab News frames the conflict as a bilateral confrontation resulting from Hamas attacks and diplomatic deadlock, adopts a more neutral moral stance, and emphasizes diplomatic negotiations and regional stability. These framing differences are consistent with each media organization's ownership structure, ideological orientation, and geopolitical context, though establishing definitive causal relationships would require additional empirical investigation. Applications/Originality/Value: The novelty of this study lies in its comparative focus on two influential Middle Eastern media outlets with distinct geopolitical alignments, offering a nuanced perspective beyond the typical Western-centric framing analysis. This study contributes to framing an international communication studies by providing a comparative analysis that specifically highlights how media ownership and national political interests shape the construction of conflict narratives and influence public understanding of international conflicts. The findings offer insights into the power of media to construct competing realities in a highly polarized regional context.
Analysis of the Use of Second Instagram Accounts for Self Presentation among Female Students at Universitas Muhammadiyah Surakarta Aghisna Ayu Kustifah; Rina Sari Kusuma
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7606

Abstract

Purpose: This study explores the use of second Instagram accounts as a medium for self-presentation among female students at Muhammadiyah University of Surakarta. It examines how female students utilize second accounts to manage their online identities and social interactions. Methodology: This study employed a descriptive qualitative approach. Data were collected through observation and in-depth interviews with female students aged 20–25 years who actively use second Instagram accounts for self-presentation. The study is grounded in Erving Goffman's Dramaturgical Theory, which conceptualizes social life as a performance involving front-stage and back-stage behaviors. Findings: The findings reveal that female students use second Instagram accounts as both front-stage and back-stage spaces. As a front stage, second accounts are carefully managed to present a favorable image to a specific audience. As a back stage, these accounts provide greater freedom for self-expression. The study also identifies several motivations for creating second accounts, including avoiding social judgment, expressing themselves more freely, monitoring others' activities, and filtering friendships. Applications/Originality/Value: This study highlights the significant role of second Instagram accounts in providing a safer and more private space for female students to express their identities and share aspects of their lives that may not be considered appropriate for public display on their primary accounts. These findings contribute to a broader understanding of digital selfpresentation practices among young adults in the context of social media.
The Persuasive Communication Strategies of Wardah Youth Ambassadors in Enhancing Brand Awareness on Social Media Rastra Aprilia; Riski Apriliani
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7607

Abstract

Purpose: This study aims to analyze the persuasive communication strategy implemented by the Wardah Youth Ambassador in increasing Wardah's brand awareness on social media, referring to the persuasive communication strategy theory ofMelvin L. DeFleur and Sandra J. Ball-Rokeach. Methodology: This study uses a descriptive qualitative approach with a case study design. Data were collected through in-depth interviews with three Wardah Youth Ambassador members and three Wardah consumers, observation of social media activity, and literature review. Data analysis was conducted using the Miles and Huberman interactive model, which includes data reduction, data display, and conclusion drawing and verification, supported by technique triangulation to maintain data credibility. Results: The results show that the Wardah Youth Ambassador succeeded in increasing Wardah's brand awareness through three persuasive communication approaches. The psychodynamic approach is realized through storytelling and personal experience that build emotional closeness; the sociocultural approach is applied through the adjustment of language, communication style, and the use of social media trends in accordance with the character of the younger generation; and the meaning construction approach is built through message consistency and Wardah's distinctive visual identity, so that audiences can recognize, recall, and form a positive perception of the brand. Applications/Originality/Value: This study provides an empirical contribution to the development of community-based persuasive communication strategies for brand ambassadors on social media, while also serving as a practical reference for beauty marketing practitioners in designing effective and sustainable brand ambassador programs for the younger generation.
Marketing Communication through Customer Word of Mouth: A Qualitative Study at Depot Sedjati Solo Desak Putu Indira Puspa Sugangga; Nieldya Nofandrilla
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7608

Abstract

This research explores the role of customer word of mouth (WOM) as a marketing communication strategy at Depot Sedjati Solo. Using a qualitative approach, this research aims to understand how customer experiences and interpersonal communication influence the spread of information and recommendations about the depot. Data were collected through in-depth interviews with customers and management, as well as participant observation. The findings reveal that positive customer experiences significantly encourage the dissemination of WOM, which in turn strengthens the depot's brand image and attracts new customers. The research identifies key factors driving effective WOM, including customer satisfaction, trust, and the authenticity of interpersonal communication. The research also highlights the importance of WOM as a low-cost yet powerful marketing tool for small and medium-sized culinary businesses. The implications of this research suggest that businesses should focus on enhancing customer satisfaction and building strong relationships to maximize the impact of WOM in their marketing communication strategies.

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