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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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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.
The Meaning of Social Criticism in the Lyrics of Mars Penyembah Berhala by Ugoran Prasad (Majelis Lidah Berduri): A Roland Barthes' Semiotic Analysis M. Khoirur Rizqy; Herlambang Jati Kusumo
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.7637

Abstract

Purpose: This study aims to analyze the social criticism embedded in the lyrics of Mars Penyembah Berhala by Majelis Lidah Berduri using Roland Barthes' semiotic framework.Methodology: This study employs a descriptive qualitative method based on Roland Barthes's semiotic framework, which focuses on denotation, connotation, and myth. The units of analysis include words, phrases, metaphors, and verses in song lyrics. Data were collected through official lyric documentation, audio recordings, and relevant literature. Data validity was ensured through continuous observation and triangulation of sources.Results: The findings of this study reveal that the lyrics of the song Mars Penyembah Berhala represent a social critique of poverty, the media's dominance in shaping public consciousness, and government and military control over information during the New Order era. Applications/Originality/Value: This study contributes to the field of communication studies by explaining how social criticism is constructed through the interplay of denotative, connotative, and mythical meanings in song lyrics. The findings of this study enrich the field of semiotics by demonstrating how song lyrics function as a means of communicating ideology and social criticism within the Indonesian sociopolitical context. This study expands upon previous research by explaining how social criticism is ideologically constructed through Barthes's concept of myth, rather than merely identifying political criticism in song lyrics. This study also demonstrates the enduring relevance of Barthes's semiotic framework for understanding the ideological role of media and cultural texts in contemporary society.
Image Restoration on TikTok during a Policy Controversy: A Content Analysis on the Free Nutritious Meals Program Nasywa Muswanda Maqbulloh; 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.7638

Abstract

Purpose: This study aims to analyze the image restoration strategies employed by the TikTok account @partaigerindra to restore President Prabowo Subianto's public image during the controversy surrounding the Makan Bergizi Gratis (MBG) Program. Methodology: A qualitative approach is used with a content analysis method based on Benoit's Image Restoration Theory. The data consist of nine TikTok videos related to the MBG program uploaded between January and October 2025. Results: The findings reveal seven image restoration strategies: corrective action, transcendence, mortification, good intentions, bolstering, compensation, and accident. These strategies were communicated through narratives of program evaluation and improvement, public apologies, the promotion of the program's economic and social benefits, the highlighting of program achievements, assistance for affected victims, and the framing of incidents as unexpected events.Applications/Originality/Value: This study extends the application of Image Restoration Theory by examining how a political party uses TikTok to restore the image of a political leader during a public policy controversy. It demonstrates that image restoration is constructed through the integration of verbal, visual, and symbolic narratives to maintain policy legitimacy during a crisis.
The Boundary Spanning Process of C-Klik Media in Integrating Corporate Brand Value into Bookstagram Review Content Reza Al Khifari
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.7639

Abstract

This study examines the boundary-spanning process undertaken by C-Klik Media to integrate corporate brand value into bookstagram review content, along with the resulting impact of this collaboration. Employing a descriptive qualitative approach, data were collected through in-depth interviews, non-participatory observation, and documentation involving two internal informants and three bookstagram partners. The findings reveal five interconnected stages: strategic selection of bookstagrammers through multi-criteria research; integration of brand value through flexible and authentic content briefs; negotiation between brand control and creator autonomy; performance-based evaluation as a boundary-control mechanism; and the strategic use of Instagram as an arena for brand reinforcement. A key finding is that none of the bookstagram partners underwent a draft review before publication, contradicting the company's stated policy and revealing an asymmetrical power relation in barter-based collaborations. Unlike prior studies that position content creators as the primary boundary spanners, this research offers a novel perspective by positioning the publisher as the central boundary-spanning actor, with practical implications for developing lightweight, self-assessment-based quality-assurance mechanisms that preserve creators' creative freedom while maintaining brand consistency. Theoretically, this study extends boundary spanning theory beyond Institutional public relations contexts into digital marketing collaboration between book publishers and social media content creators, demonstrating that brand value can be effectively communicated through negotiated authenticity rather than strict message control. The collaboration ultimately strengthens branding through organic soft selling and builds a trust ecosystem linking publishers, creators, and reading communities.
Challenges of City Branding Implementation in Local Government Klaten Regency, Indonesia Septi Rahmawati; 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.7640

Abstract

Purpose: This study examines the implementation of city branding in Klaten Regency from a government communication perspective. Although city branding has been widely recognised as a strategy for promoting tourism and regional competitiveness, limited attention has been given to how government communication shapes regional identity. To address this gap, the study applies Kavaratzis' (2008) city branding framework.Methodology: A qualitative approach with purposive sampling was employed. Data were collected through in-depth interviews with four informants representing the local government, a university student, and cultural community, supported by observation and document analysis. The data were analysed using Kavaratzis' (2008) framework, covering research, planning, implementation, and communication, and validated through source triangulation.Results: City branding in Klaten Regency has not yet been implemented as an integrated strategy. Research remains focused on public services rather than place identity, while planning lacks an official brand book and branding governance mechanism. Consequently, branding is fragmented across Regional Apparatus Organizations (OPDs). Although digital communication has strengthened transparency and public engagement, it mainly promotes the Regent and government performance instead of Klaten's cultural heritage, tourism assets, and regional identity.Applications/Originality/Value: This study demonstrates that fragmented branding governance constrains the integration of research, planning, implementation, and communication. The findings highlight the importance of coordinated governance, official branding guidelines, and consistent government communication in developing a sustainable regional identity, while providing practical recommendations for local governments.
A Qualitative Descriptive Analysis of The Implementation of Integrated Marketing Communication Strategies by AeroStreet Zahra Ozora Amelia; 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.7641

Abstract

Purpose: This study aims to analyse the implementation of integrated marketing communication (IMC) for the Aerostreet brand in the context of digital ecosystem-based marketing communication.Methodology: We employs a descriptive qualitative approach. Data were collected through interviews with purposively selected key informants and direct observation of Aerostreet's marketing communication activities. This study involved a total of 4 informants from Aerostreet : the Brand Director, Marketing Team, CBO Secretary, and Social Media Team Manager.Results: The findings indicate that Aerostreet's IMC implementation has evolved into an adaptive and sales-performance-oriented digital ecosystem. The communication strategy is primarily dominated by digital channels, especially TikTok, which functions as a sales conversion hub through live commerce, affiliate marketing, and data-driven advertising, contributing to a 300% increase in monthly sales compared to offline channels. Instagram, meanwhile, plays a more significant role in brand image development. The study also reveals differences in perceptions between short-term performance orientation and long-term brand identity building, as well as between adaptation to digital trends and communication consistency. Although multiple communication channels have been utilised simultaneously, the integration remains operational and has not yet fully unified the brand's messages and meaning.Applications: Based on the research findings, although there is currently a shift in IMC activities towards online platforms, the study suggests that the use of certain offline strategies, such as sales promotion, is still considered effective for engaging consumers with the brand; consequently, it is hoped that the shift towards digital promotion by the Aerostreet brand will not directly undermine these offlinebased IMC approaches. Furthermore, a balance is also required between data-driven approaches to drive conversions and efforts to build sustainable brand equity.

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