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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 1,485 Documents
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Digital Promotion Strategy on Instagram @cappanahmerah at PT East West Indonesia Using the SOSTAC Approach to Build Trust Among Millennial Farmers in 2024 Akmalya Khaerunnisa; Adhianty Nurjanah
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.7627

Abstract

Advances in digital technology have encouraged agribusiness companies to utilize social media as an effective promotional tool. This study aims to analyse the digital promotion strategy of PT East West Indonesia through Instagram @cappanahmerah using the SOSTAC approach (Situation Analysis, Objectives, Strategy, Tactics, Action, and Control) to build trust among millennial farmers in 2024.This study employed a qualitative descriptive method through in-depth interviews and documentation involving the digital marketing team and millennial farmers. The findings provide insights into the implementation of digital promotion strategies using the SOSTAC framework to strengthen trust among millennial farmers in the agribusiness sector.The findings show that the company's digital promotion strategy effectively builds trust among millennial farmers. The company's strengths include product innovation, R&D support, and its positioning as a "farmer's ally," while counterfeit seeds remain a major threat. The objectives stage applied the 5S concept through educational content and testimonials (sell), farming consultation services (serve), interactive communication (speak), efficient digital advertising (save), and storytelling content (sizzle). The strategy focused on digitally active millennial farmers, while tactics were implemented through educational content, testimonials, Instagram Ads, and e-commerce. The action stage involved consistent content planning, production and distribution, while control was conducted through Instagram Insights and Return on Ad Spend (ROAS) evaluation.The study highlights that educational content, interactive communication and authentic storytelling are effective approaches for increasing trust among millennial farmers toward PT East West Indonesia.
Social Media Marketing Strategy of PT Speaking ID in Acquiring Clients through Instagram @speakingid Vania Nabila Muavrina; 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.7628

Abstract

Purpose: This study analyzes the social media marketing strategy of PT Speaking ID in acquiring clients through Instagram @speakingid, with a focus on the implementation of Integrated Marketing Communications (IMC) elements in the era of media convergence. The research explores how digital-only marketing, personal branding of the organization leader, visual identity consistency, and content strategy collectively contribute to client acquisition and retention.Methodology: This study employs a qualitative descriptive approach with a case study strategy. Data were collected through in-depth interviews with three key informants, Sara Neyrhiza (Director and Social Media Manager), Budi Pasadena (Video Content Team), and Nonik Retno (Social Media Team), as well as digital observation of Instagram accounts @speakingid and @neyrhiza. Thematic interpretive analysis was applied, and data validity was ensured through methodological and source triangulation.Results: Five out of seven Integrated Marketing Communications (IMC) elements by Philips Kotler on Marketing 5.0: Technology for Humanity were identified and validated in PT Speaking ID's communication practice: Interactive/Digital Marketing, Direct Marketing, Personal Selling, Advertising (limited), and Public Relations & Events. Sales Promotion in conventional form (price discounts) was consciously avoided, replaced by consistent educational content as the primary attraction mechanism. Personal branding of Sara Neyrhiza (@neyrhiza) functions as the primary trust layer for corporate client acquisition, while visual identity consistency (red #9B1B30, with poppins typography) reinforces all IMC elements across platforms.Applications/Originality/Value: This research fills a gap in the literature by integrating the personal branding of organizational leadership with a digital-only marketing strategy in the training services sector. The findings contribute to the development of digital marketing communication studies, particularly the use of Instagram in educational service industries. The study demonstrates that a pull-marketing approach grounded in educational content can effectively replace both traditional outreach and conventional promotional tactics.
Sarcastic Humor and Digital Identity: A Case Study of TikTok @rayeandrepila As a Representation of Gen Z Culture Najwa Azzuro
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.7629

Abstract

The current growth of TikTok increasingly encouraging Gen Z to construct their identities through creative content, one of which is sarcastic humor. Previous studies tended to analyze humor only in terms of verbal-technical aspects, general impression management process, or popular culture representation separately without directly connecting to sarcastic language style on specific platforms. This gap what becomes the research gap and the novelty of this study, aiming to analyze how sarcastic humor in TikTok content by @rayeandrepila represent the digital cultural identity of Gen Z. This study uses a qualitative descriptive approach through digital observation from July to December 2025, integrating dramaturgy theory by Erving Goffman, play-mirth theory by Leonidas Hatzithomas, and representation theory by Stuart Hall. The research results three main findings. First, the account @rayeandrepila is not just a tool for strategic communication, but rather a space for expression, especially on TikTok, with a consciously planned curation process in building a consistent and relatable front stage. Second, the humor mechanism works beyond adaptive cognitive processes, where humor operates as a playful turn that combines macro-structural issues with Gen Z micro-personal experiences, turning serious problems into narratives that are easier to digest. Third, constructivist analysis shows a cultural ambivalence related to this sarcastic humor, where humor serves as a tool for social critique and symbolic resistance against the system. The study concludes that integrating these theories successfully explains the dynamic relationship between sarcastic humor production, digital identity management, and Gen Z negotiation of social anxiety within the TikTok ecosystem.
Mayoral Political Communication and Smart Cities: Analyzing Media Reporting in Semarang Andika Sanjaya; Agustia Landra Nugraha; Intan Triadini
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.7630

Abstract

People often refer to smart cities as the "panacea" for global urban problems, particularly in Southeast Asia. The central government supports Semarang City, one of Indonesia's leading cities, in its efforts to become a smart city pioneer. On the other hand, interested parties, including the regional head, can use smart cities for promotion and marketing. This study uses content analysis and word frequency analysis to identify the stakeholders most featured in online mass media news. The study specifically pinpoints the prominence of regional heads in the news. The study's findings reveal that various news elements link regional leaders to smart cities, serving as a tool for their political outreach. Regional heads can communicate effectively and convince the public as well as constituents. The government and the public can interact using smart city programs, in addition to involving business sector stakeholders. However, Semarang City still has a limited number of stakeholders, particularly the mass media and universities. Regional heads can embrace cross-stakeholders by using the smart city program as a slogan.
Representation of the Conflict Between Science and Religion in the Anime Orb: On the Movements of the Earth Wahyu Hafiza Sakti
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.7631

Abstract

This study aims to analyze how the conflict between religion and science is represented in episodes 1 and 2 of the anime Orb: On the Movements of the Earth, by uncovering the ideological meanings conveyed through the visual and verbal signs present in the anime. This study employs a qualitative approach using Roland Barthes's semiotic theory as the primary analytical framework, exploring meaning through three sequential stages: denotation, connotation, and myth. The analysis focuses on three carefully selected scenes that align with the theme of the conflict between religion and science. Data validity will be tested for accuracy through triangulation theory, utilizing Stuart Hall's theory of representation and Ian Barbour's theory of the relationship between religion and science. The findings of this study indicate that the conflict between religion and science in this anime is not represented as a clash between two equal powers but rather as an unequal power relationship. In the anime Orb: On the Movements of the Earth, it can be concluded that religious institutions are depicted as maintaining their dominance through three mechanisms that operate in an escalating manner: discourse restriction at the individual level, physical violence at the institutional level, and the production of ideological narratives that naturalize repression as an honorable moral duty. These findings align with Barbour's conflict model, which asserts that religion.
Representation of Social Capital in the Film '1 Kakak 7 Ponakan' Najla Atha Thallah Brahmaji; 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.7632

Abstract

Amid Indonesia's socio-economic precarity, urban working-class households increasingly undergo a structural shift from traditional vertical "sandwich generation" burdens to expanded, horizontal extended kinship reliance. This study investigates how social capital is constructed and represented as an intentional, structural survival strategy in the film 1 Kakak 7 Ponakan. Utilizing a qualitative content analysis approach grounded in a constructionist paradigm, specific cinematic sequences portraying social capital mobilization were selected through purposive sampling. The textual analysis integrates Roland Barthes' Semiotics, Pierre Bourdieu's Social Capital Framework, and Stuart Hall's Representation Theory (Barthes, 1972). The findings reveal that social capital serves as a functional substitute for absent financial capital through an informal credit system, while driving a habitus shift in family roles and traditional masculinity. Furthermore, the critical discussion highlights an ideological containment: the film romanticizes horizontal familial solidarity through the cultural myth of gotong royong, thereby naturalizing systemic structural neglect as a private moral duty (Barker, 2019). This study contributes to bridging textual film semiotics with structural sociology in modern Southeast Asian media studies.
Analysis of PT KAI's Response Strategy in Managing Crisis Communication on Instagram during the January 2026 Floods Abdurrahman Harits Alauddin Al Faras; 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.7633

Abstract

This study analyzes PT Kereta Api Indonesia's (PT KAI) crisis communication response strategies through official Instagram posts on @kai121_ during the January 2026 flood crisis, which resulted in the cancellation of 116 passenger trains, delays to 76 trains, and affected 333,788 passengers. The objective of the study is to categorize PT KAI's crisis communication response strategies based on Coombs' (2007) Situational Crisis Communication Theory (SCCT) framework, chronologically organized by crisis phase. The study employed a descriptive qualitative approach using content analysis on nine posts selected via purposive sampling, covering three phases: Pre- crisis/Initial Response (January 15-16), Ongoing Response/Maintenance (January 17-19), and Resolution/Post-crisis (January 20). The results indicate that PT KAI adaptively employed a combination of three SCCT strategies: Rebuild in six posts, Bolstering in two posts, and Diminish in one post. The Rebuild strategy dominated the entire period, particularly during the Ongoing Response phase, characterized by explicit apologies, expressions of empathy, and compensation in the form of a 100% refund policy. This choice exceeded the minimum SCCT threshold for a victim-cluster type crisis, indicating that PT KAI, as a national public service operator, prioritized customer accountability as the primary focus of its crisis communication. Two critical notes were found: the speculative use of Bolstering on January 16 before the crisis had fully subsided, and inconsistency in framing within a single day on January 17 when the Diminish and Rebuild strategies were used sequentially.
Cultural Presentation as a Promotion of National Identity from the Perspective of International Public Relations through a University's International Organization (A Case Study of the Unisba Global Student Motion (U-GEO) Program) Ani Yuningsih; Alexandria Cempaka Harum; Izni Nur Indrawati Maulani
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.7634

Abstract

The UNISBA Global Student Motion (U-GEO) international student mobility program is an innovative initiative managed by the International Office of Universitas Islam Bandung (UNISBA). This program focuses on developing students' cross-cultural competencies in the field of international public relations through the power of cultural diplomacy. U-GEO designs programs that enable students to give cultural presentations that serve as a platform for promoting national identity in various countries. This study employs a case study approach to elaborate on cultural presentation activities carried out by students from various countries as a means of promoting national identity in an international forum organized by U-GEO. The research informants are students participating in the program, with data collected through in-depth interviews and observation. The findings reveal that the visual messages created by the students vary significantly according to the participants' orientations and cultural backgrounds. The artificial messages developed in the cultural presentations successfully represent the cultural identities of the participants' countries of origin engagingly. These presentations also received appreciation from participants from other countries, as they were accompanied by explanations of the creative symbols embedded in the presented cultural artifacts. Cultural presentations are therefore interpreted as an important instrument for representing national identity, promoting national culture, and constructing a country's reputation through the power of visual cultural messages.
From Silence to Dialogue: A Practical Leadership Approach to Building Trust in Schools Evert Widiadi Fanggidae
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.7635

Abstract

Schools often attempt to improve communication through clearer procedures and increased supervision; however, teachers may still hesitate to initiate discussions. In hierarchical educational settings, issues are frequently addressed only after they escalate, limiting collaborative problem-solving and slowing decision-making. This study examines how everyday leadership responses influence communication openness within a school environment. The study employed a qualitative practitioner inquiry methodology. Analysis focused on three behavioral indicators: timing of communication (early vs. delayed), participation level (passive vs. initiating), and conversational tone (defensive vs. exploratory). Data were collected using questionnaires to map the existence of the issue. Open-ended questionnaire responses were used for triangulation to confirm the findings.
Community Engagement of Umrah Travel through Instagram in Building Trust among Prospective Pilgrims Liizzatil Jazil Nusaf Aini; Nelly Nuroniah; Tria Patrianti
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.7636

Abstract

Purpose: Trust is a crucial factor in the umrah travel business, as prospective pilgrims rely heavily on credibility and reliable information before making decisions. In the digital era, Instagram has become a crucial platform for Umrah travel agencies to engage with their audience. This study aims to analyze how community engagement through Instagram contributes to building trust among prospective Umrah pilgrims, with a focus on the Instagram account of Hudaya Safari. Methodology: This study uses a qualitative case study approach. The data were collected from Hudaya Safari's Instagram content, including posts, captions, comments, testimonials, and highlights. The data were analyzed using qualitative content analysis to identify patterns of engagement and communication strategies used by the travel agency. Results: The findings indicate that community engagement is built through various forms of interaction such as religious educational content, pilgrimage information, testimonials, and responsive communication. Hudaya Safari also integrates religious values and community-based activities, such as public religious gatherings and post-umrah guidance, which strengthen emotional connection and credibility. These engagement strategies contribute significantly to building trust among prospective pilgrims. Applications/Originality/Value: This study provides insight into how Instagram-based community engagement can be effectively utilized in the umrah travel industry. It highlights the role of religious content, testimonials, and continuous interaction in strengthening trust and long-term relationships with prospective pilgrims, offering practical implications for digital communication strategies in service-based religious tourism.

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