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Bandung Conference Series: Public Relations
Published by Universitas Islam Bandung
ISSN : -     EISSN : 28282167     DOI : https://doi.org/10.29313/bcspr.v2i2
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Bandung Conference Series: Public Relations (BCSPR) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Public Relations dengan ruang lingkup Strategi Promosi, Brand, Citra, Corporate Social Responbility, Digital Public Relations, Diplomasi Publik, Dramaturgi, Hoax, Humas International, Informasi, Kampanye Public Relations, Transaksi, Krisis, Kinerja, Komunikasi Persuasi, Konseling, Konten, Kredibilitas, Kualitas Pelayanan, Literasi, Media Online, Media Sosial, Membangun Kepercayaan, Minat beli, Motif, Pelayanan, Pemberitaan, Peran Sosial, Perspektif, Pola Komunikasi Perusahaan, Profesionalisme, Publikasi, Rebranding, rebranding, Sikap, Special Event, Strategi media relations, Publikasi, Teknologi Informasi, Word of Mouth. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 524 Documents
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Hubungan Intensitas Paparan Konten YouTube Traveling dengan Sikap Followers Alicya Najwa; Mochammad Rochim
Bandung Conference Series: Public Relations 543-552
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26146

Abstract

Abstract. The rapid development of digital media has made YouTube one of the primary platforms for obtaining information, including travel-related content. Audiovisual travel content has the potential to influence viewers' attitudes. This study aims to examine the relationship between the intensity of exposure to YouTube travel content and followers' attitudes among viewers of Leonardo Edwin's YouTube channel. This research employed a quantitative approach using a correlational survey method. The sample consisted of 100 respondents selected through simple random sampling. Data were collected using a Likert-scale questionnaire and analyzed with the Spearman Rank Correlation test using IBM SPSS Statistics. The findings indicate a strong, positive, and significant relationship between the intensity of exposure to YouTube travel content and followers' attitudes. Higher exposure intensity, reflected in viewing frequency, viewing duration, and attention to the content, is associated with more positive cognitive, affective, and conative attitudes. These findings suggest that YouTube travel content serves as an effective communication medium in shaping audience attitudes toward tourism activities.   Abstrak. Perkembangan media digital menjadikan YouTube sebagai salah satu platform yang banyak dimanfaatkan untuk memperoleh informasi, termasuk mengenai destinasi wisata. Konten traveling yang disajikan secara audiovisual berpotensi memengaruhi sikap penontonnya. Penelitian ini bertujuan untuk menganalisis hubungan antara intensitas paparan konten YouTube traveling dengan sikap followers pada penonton kanal YouTube Leonardo Edwin. Penelitian menggunakan pendekatan kuantitatif dengan metode survei korelasional. Sampel penelitian berjumlah 100 responden yang dipilih menggunakan teknik simple random sampling. Data dikumpulkan melalui penyebaran kuesioner dengan skala Likert dan dianalisis menggunakan uji korelasi Rank Spearman melalui IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa terdapat hubungan yang kuat, positif, dan signifikan antara intensitas paparan konten YouTube traveling dengan sikap followers. Semakin tinggi intensitas paparan yang ditunjukkan melalui frekuensi menonton, durasi menonton, dan tingkat perhatian terhadap konten, maka semakin positif sikap followers pada aspek kognitif, afektif, dan konatif. Temuan ini menunjukkan bahwa konten YouTube traveling berperan sebagai media komunikasi yang efektif dalam membentuk sikap audiens terhadap aktivitas pariwisata.
Strategi Komunikasi Publik Digital BBB BPJS Kesehatan di Instagram Razzandra Irsyad Akbar; Ferra Martian
Bandung Conference Series: Public Relations 553-564
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26161

Abstract

Abstract. The rapid growth of digital media has transformed public communication practices within government institutions. Social media is increasingly utilized not only as a channel for information dissemination but also as a platform for public education and engagement. This study examines the implementation of the Buka, Baca, dan Bagikan (BBB) culture as a digital public communication strategy employed by BPJS Kesehatan Bandung Branch through its Instagram account, @bpjscabangbandung. Using a qualitative approach with an embedded single-case study design, data were collected through in-depth interviews, digital observation, and document analysis. The findings reveal that BPJS Kesehatan Bandung Branch adopts a communication strategy characterized by visual appeal, human-centered messaging, interactivity, and audience participation. The BBB concept is implemented through three stages: attracting audience attention (Buka), facilitating understanding of information (Baca), and encouraging the dissemination of information (Bagikan). This strategy contributes to improving digital health literacy, enhancing public understanding of National Health Insurance (JKN) services, and strengthening participatory communication between public institutions and society. The study concludes that BBB can serve as an adaptive model of digital public communication for public service education in the social media era. Abstrak. Perkembangan media digital telah mengubah praktik komunikasi publik pada lembaga pemerintah. Media sosial kini dimanfaatkan tidak hanya sebagai sarana penyebaran informasi, tetapi juga sebagai ruang edukasi dan partisipasi masyarakat. Penelitian ini bertujuan menganalisis penerapan Budaya Buka, Baca, dan Bagikan (BBB) sebagai strategi komunikasi publik digital yang dilakukan BPJS Kesehatan Cabang Bandung melalui akun Instagram @bpjscabangbandung. Penelitian menggunakan metode kualitatif dengan pendekatan studi kasus tunggal terbenam (embedded single case study). Data diperoleh melalui wawancara mendalam, observasi digital, dan dokumentasi. Hasil penelitian menunjukkan bahwa BPJS Kesehatan Cabang Bandung menerapkan strategi komunikasi yang visual, humanis, interaktif, dan partisipatif. Konsep BBB diwujudkan melalui tiga tahapan, yaitu menarik perhatian audiens (Buka), membangun pemahaman pesan (Baca), dan mendorong penyebaran informasi oleh audiens (Bagikan). Strategi tersebut berkontribusi dalam meningkatkan literasi kesehatan digital, memperkuat pemahaman peserta Jaminan Kesehatan Nasional (JKN), serta membangun komunikasi publik yang lebih partisipatif. Penelitian ini menyimpulkan bahwa BBB dapat menjadi model komunikasi publik digital yang adaptif dalam mendukung edukasi layanan publik di era media sosial.
Aktivitas Komunikasi Digital Dinas Pariwisata dan Ekonomi Kreatif Kabupaten Bandung Pascarestrukturisasi Kenie Eishadhianti; Mohamad Subur Drajat
Bandung Conference Series: Public Relations 565-572
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26164

Abstract

Abstract. The development of digital media encourages local governments to implement more open, responsive, and interactive public communication through social media, including Instagram. In July 2025, the Bandung Regency Government restructured the Tourism and Culture Office by separating it into the Tourism and Creative Economy Office. This restructuring changed the organizational structure, division of tasks, and digital media management. This study aims to describe the digital media activities of the Bandung Regency DISPAREKRAF after restructuring, including public communication message management, digital media management, and human resource management. This study uses a qualitative descriptive method with a case study approach. Data were collected through in-depth interviews, observation of the official Instagram account @disbudpar.kabbdg, and documentation. Data analysis involved data reduction, presentation, and conclusion drawing, with source triangulation for validity. The results show that digital media activities are conducted systematically through message planning, theme selection based on work programs and current issues, content packaging, verification, and audience engagement evaluation. Digital media management is supported by coordination, digital technology, and staff competence, but faces limited human resources, high workloads, and lengthy content approval. The study concludes that post-restructuring digital media activities can effectively support public information dissemination through systematic communication planning, organizational coordination, and human resource readiness.   Abstrak. Perkembangan media digital mendorong pemerintah daerah menerapkan komunikasi publik yang lebih terbuka, responsif, dan interaktif melalui media sosial, termasuk Instagram. Pada Juli 2025, Pemerintah Kabupaten Bandung melakukan restrukturisasi dengan memisahkan Dinas Pariwisata dan Kebudayaan menjadi Dinas Pariwisata dan Ekonomi Kreatif. Restrukturisasi tersebut mengubah struktur organisasi, pembagian tugas, dan pengelolaan media digital. Penelitian ini bertujuan mendeskripsikan aktivitas media digital DISPAREKRAF Kabupaten Bandung pascarestrukturisasi, meliputi pengelolaan pesan komunikasi publik, pengelolaan media digital, dan pengelolaan sumber daya manusia. Penelitian menggunakan metode deskriptif kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi akun Instagram resmi @disbudpar.kabbdg, dan dokumentasi. Analisis data meliputi reduksi data, penyajian data, dan penarikan kesimpulan, dengan triangulasi sumber sebagai uji keabsahan. Hasil penelitian menunjukkan bahwa aktivitas media digital dilaksanakan secara sistematis melalui perencanaan pesan, penentuan tema berdasarkan program kerja dan isu aktual, pengemasan konten, verifikasi, serta evaluasi keterlibatan audiens. Pengelolaan media digital didukung koordinasi, teknologi digital, dan kompetensi pengelola, tetapi menghadapi keterbatasan sumber daya manusia, beban kerja tinggi, dan proses persetujuan konten yang panjang. Penelitian menyimpulkan bahwa aktivitas media digital pascarestrukturisasi dapat mendukung penyebaran informasi publik secara efektif melalui perencanaan komunikasi sistematis, koordinasi organisasi, dan kesiapan sumber daya manusia.
Hubungan Penggunaan Media Sosial Instagram @Fikom_Unisba dengan Pemenuhan Kebutuhan Akademik Mahasiswa Intan Purnama Sari; Askurifa’i Baksin
Bandung Conference Series: Public Relations 573-580
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26175

Abstract

Abstract. Educational institutions, including universities, have begun to use Instagram as a medium for official publication and communication. Through their Instagram accounts, institutions can deliver academic information, student activities, and the achievements of the academic community in a more creative and easily accessible manner. This strategy not only strengthens the presence of the institution in the digital space but also reinforces the relationship between the institution and its students. Instagram is not merely a platform for entertainment; it also serves as a medium for building academic communication that is relevant to information needs. The purpose of this study is to determine the relationship between the use of the Instagram account @fikom_unisba and the current need approach, everyday need approach, exhaust need approach, and catching-up need approach among students of the Faculty of Communication Sciences, Universitas Islam Bandung (Unisba). The theory used in this study is the Uses and Gratifications Theory. This research employs a quantitative method with a correlational analysis approach. The respondents of this study consist of 91 students of the Faculty of Communication Sciences, Unisba. The results of this research show that H0 is rejected and H1 is accepted. Thus, there is a relationship between the use of the social media Instagram account @fikom_unisba and the fulfilment of students’ academic information needs.   Abstrak. Institusi pendidikan, termasuk perguruan tinggi, mulai memanfaatkan Instagram sebagai sarana publikasi dan komunikasi resmi. Melalui akun Instagram, institusi dapat menyampaikan informasi akademik, kegiatan mahasiswa, hingga pencapaian prestasi sivitas akademika dengan cara yang lebih kreatif dan mudah diakses. Strategi ini tidak hanya meningkatkan keberadaan institusi di ruang digital, tetapi juga memperkuat hubungan antara institusi dan mahasiswa. Instagram tidak sekadar menjadi media hiburan, tetapi juga menjadi wadah dalam membangun komunikasi akademik yang relevan dengan kebutuhan informasi. Tujuan penelitian ini adalah untuk mengetahui hubungan penggunaan media sosial Instagram @fikom_unisba dengan current need approach, everyday need approach, exhaust need approach, dan catching-up need approach mahasiswa Fikom Unisba. Teori yang digunakan dalam penelitian ini adalah Uses and Gratifications. Penelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan analisis korelasional. Responden dalam penelitian ini adalah mahasiswa Fakultas Ilmu Komunikasi Unisba yang berjumlah 91 orang. Hasil penelitian menunjukkan bahwa H0 ditolak dan H1 diterima. Dengan demikian, terdapat hubungan antara penggunaan media sosial Instagram @fikom_unisba dan pemenuhan kebutuhan informasi akademik mahasiswa.
Representasi Konflik Komunikasi Keluarga dalam Film Alrazza Taufik Hussein; Kiki Zakiah
Bandung Conference Series: Public Relations 581-588
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26191

Abstract

Abstract. How To Make Millions Before Grandma Dies (2024) tells the story of M, a college dropout who decides to care for his elderly grandmother in the hope of inheriting her wealth. As the story unfolds, the film portrays various forms of family communication conflict rooted in inheritance disputes, material interests, and shifting family relationships. This study aims to examine how family communication conflict is represented in the film. A qualitative approach was employed using John Fiske’s semiotic analysis through the Codes of Television framework, which consists of the levels of reality, representation, and ideology. The research object comprises scenes depicting family communication conflict, which were analyzed through verbal and nonverbal codes, cinematographic techniques, and the underlying ideologies. The findings reveal that the film represents family communication conflict as a tension between material interests and familial affection, expressed primarily through indirect communication rather than overt confrontation. At the level of reality, conflict is represented through changes in intonation, communication avoidance, facial expressions, body gestures, and eye contact. At the level of representation, conflict is reinforced through cinematographic techniques, particularly medium shots, medium close-up shots, medium wide shots, close-up shots, and visual composition. At the ideological level, the film represents the influence of familism, matriarchy, and traditionalism on communication patterns, decision-making, and relationships among family members.   Abstrak. Film How To Make Millions Before Grandma Dies (2024) menceritakan seorang pelajar putus kuliah bernama M yang merawat neneknya dengan harapan memperoleh warisan. Seiring perkembangan cerita film ini menampilkan berbagai konflik komunikasi keluarga yang dipengaruhi oleh perebutan warisan, kepentingan material, dan perubahan relasi antaranggota keluarga. Penelitian ini bertujuan menganalisis representasi konflik komunikasi keluarga dalam film tersebut. Penelitian menggunakan pendekatan kualitatif dengan metode analisis semiotika John Fiske melalui konsep Codes of Television, yang meliputi level realitas, representasi, dan ideologi. Objek penelitian berupa adegan-adegan yang merepresentasikan konflik komunikasi keluarga, yang dianalisis melalui kode verbal dan nonverbal, teknik sinematografi, serta ideologi yang melatarbelakanginya. Hasil penelitian menunjukkan bahwa konflik komunikasi keluarga direpresentasikan sebagai benturan antara kepentingan material dan ikatan afektif yang lebih banyak diekspresikan melalui komunikasi tidak langsung daripada pertengkaran terbuka. Pada level realitas, konflik ditampilkan melalui perubahan intonasi, penghindaran komunikasi, ekspresi wajah, gestur tubuh, dan kontak mata. Pada level representasi, konflik diperkuat melalui penggunaan medium shot, medium close-up shot, medium wide shot, close-up shot, serta komposisi visual. Pada level ideologi, film merepresentasikan pengaruh familialisme, matriarki, dan tradisionalisme terhadap pola komunikasi, pengambilan keputusan, serta relasi antaranggota keluarga.
Transformasi Tubuh Terinspirasi dari Sosial Media: Gambaran Likers Akun @Coach_fully Amanda Nasywaa Putri Akhyani; Tri Nur Aini Noviar
Bandung Conference Series: Public Relations 589-598
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26193

Abstract

Abstract. The increasing prevalence of overweight and obesity underscores the need for credible and accessible health communication. Instagram is widely used to distribute diet information through visual and interactive content. This study describes the attitudes of users who liked diet-related posts on the Instagram account @coach_fully based on cognitive, affective, and conative components. A positivist, quantitative-descriptive design was applied. The sampling frame comprised 3,298 accounts listed as likers across 21 diet campaign posts published from 23 November to 23 December 2025. Ninety-seven respondents were selected through simple random sampling using the Slovin formula with a 10% margin of error. Data were collected using a 35-item online Likert questionnaire and supplementary interviews with nine respondents, then analyzed using descriptive statistics in SPSS. All questionnaire items were valid, while Cronbach's alpha values were 0.906 for cognition, 0.923 for affect, and 0.795 for conation. The results indicate positive attitudes: the cognitive component obtained a mean of 4.08 (81.64%), the affective component 4.09 (81.75%), and the conative component 4.11 (82.14%). The findings show that the content was perceived as informative, appealing, useful, and capable of encouraging intentions to adopt healthier eating practices and interact with the content.   Abstrak. Meningkatnya prevalensi kelebihan berat badan dan obesitas menegaskan pentingnya komunikasi kesehatan yang kredibel dan mudah diakses. Instagram banyak dimanfaatkan untuk menyebarkan informasi diet melalui konten visual dan interaktif. Penelitian ini bertujuan menggambarkan sikap pengguna yang memberikan tanda suka pada konten diet akun Instagram @coach_fully berdasarkan komponen kognitif, afektif, dan konatif. Penelitian menggunakan paradigma positivistik, metode kuantitatif, dan pendekatan deskriptif. Kerangka populasi terdiri atas 3.298 akun yang tercatat memberikan tanda suka pada 21 unggahan kampanye diet periode 23 November–23 Desember 2025. Sebanyak 97 responden dipilih melalui pengambilan sampel acak sederhana dengan rumus Slovin dan tingkat kesalahan 10%. Data dikumpulkan menggunakan kuesioner daring 35 item berskala Likert serta wawancara pendukung terhadap sembilan responden, kemudian dianalisis secara deskriptif menggunakan SPSS. Seluruh item dinyatakan valid, sedangkan nilai alfa Cronbach masing-masing dimensi adalah 0,906; 0,923; dan 0,795. Hasil menunjukkan sikap positif: dimensi kognitif memperoleh rata-rata 4,08 (81,64%), afektif 4,09 (81,75%), dan konatif 4,11 (82,14%). Konten dipersepsikan informatif, menarik, bermanfaat, serta mendorong niat menerapkan pola makan sehat dan berinteraksi dengan konten.
Pengaruh Strategi Sosialisasi Dinas Tenaga Kerja dan Transmigrasi terhadap Pemanfaatan Platform Etam Kerja pada Pencari Kerja di Kalimantan Timur Siti Nurjanah; Maskan; Muhammad Ibnu Ashari R.
Bandung Conference Series: Public Relations 599-606
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26199

Abstract

Abstract. This study employed a quantitative approach using an associative research design. Data were collected through questionnaires distributed to 98 respondents who were job seekers in East Kalimantan Province. The data were analyzed using descriptive statistics, validity tests, reliability tests, normality tests, linearity tests, simple linear regression analysis, t-test, and the coefficient of determination (R²) with the assistance of Statistical Package for the Social Sciences (SPSS) version 27. The results indicate that the socialization strategy implemented by the Department of Manpower and Transmigration of East Kalimantan Province is categorized as high, while the utilization of the ETAM Kerja Platform among job seekers is also categorized as high, with a correlation coefficient of 0.946. The hypothesis testing results showed a significance value of 0.000 (<0.05) and a calculated t-value of 28.385, which is greater than the t-table value of 1.985. Therefore, the alternative hypothesis (Ha) was accepted and the null hypothesis (H0) was rejected. Furthermore, the coefficient of determination (R²) of 0.894 indicates that the socialization strategy contributes 89.4% to the utilization of the ETAM Kerja Platform, while the remaining 10.6% is influenced by other factors outside the scope of this study. It can therefore be concluded that the socialization strategy has a positive and significant influence on the utilization of the ETAM Kerja Platform among job seekers in East Kalimantan. Thus, the research problem has been answered, and the proposed research hypothesis has been empirically supported.   Abstrak. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada 98 responden yang merupakan pencari kerja di Provinsi Kalimantan Timur. Teknik analisis data menggunakan statistik deskriptif, uji validitas, uji reliabilitas, uji normalitas, uji linearitas, analisis regresi linear sederhana, uji t, dan koefisien determinasi (R²) dengan bantuan program SPSS versi 27. Hasil penelitian menunjukkan bahwa strategi sosialisasi Dinas Tenaga Kerja dan Transmigrasi Provinsi Kalimantan Timur berada pada kategori tinggi, terhadap pemanfaatan Platform ETAM Kerja oleh pencari kerja berada pada kategori tinggi dengan angka korelasi sebesar 0,946. Hasil uji hipotesis memperoleh nilai signifikansi 0,000 (<0,05) dan nilai t hitung sebesar 28,385 lebih besar daripada t tabel 1,985 sehingga Ha diterima dan H0 ditolak. Nilai koefisien determinasi (R²) sebesar 0,894 menunjukkan bahwa strategi sosialisasi memberikan pengaruh sebesar 89,4% terhadap pemanfaatan Platform ETAM Kerja, sedangkan 10,6% dipengaruhi oleh faktor lain di luar penelitian. Dengan demikian strategi sosialisasi berpengaruh positif dan signifikan terhadap pemanfaatan Platform ETAM Kerja pada pencari kerja di Kalimantan Timur. Maka dapat dijelaskan bahwa rumusan masalah telah terjawab dan hipotesis penelitian dapat dibuktikan kebenarannya.
Personal Branding Content Creator di Media Sosial Youtube Nadzar Aliefian; Tresna Wiwitan
Bandung Conference Series: Public Relations 607-614
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26211

Abstract

Abstract. Social media is no longer used solely as a promotional tool but has also become an important medium for branding, including personal branding. This study analyzes the process of personal branding formation of Muhammad Ashari Herlambang (Markocop) as a gaming content creator on YouTube. The research aims to examine the process of building personal branding, the meaning of personal branding, and the reasons for choosing YouTube as the primary platform for identity construction. This study employs a qualitative approach using a case study method and is based on McNally and Speak’s personal branding theory, which consists of three dimensions: competence, style, and standards. Data were collected through in-depth interviews, content observation, and documentation study. The findings indicate that Markocop builds his personal branding through his competence in playing Mobile Legends, particularly by specializing in the Aldous hero, a relaxed and humorous communication style using a Sundanese accent and the catchphrase “Serepet,” as well as the application of professional standards through content consistency, platform strategies, and audience community development. Markocop’s personal branding is formed as an authentic and distinctive digital identity that is easily recognizable and capable of creating emotional closeness with audiences.   Abstrak. Media sosial saat ini tidak hanya dimanfaatkan sebagai sarana promosi, tetapi juga sebagai media branding, termasuk personal branding bagi individu. Penelitian ini menganalisis proses pembentukan personal branding Muhammad Ashari Herlambang (Markocop) sebagai content creator gaming di platform YouTube. Penelitian ini bertujuan untuk mengkaji proses pembangunan personal branding, pemaknaan personal branding, serta alasan pemilihan YouTube sebagai media utama dalam membangun identitas diri. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus dan mengacu pada teori personal branding McNally dan Speak yang meliputi dimensi kompetensi, gaya, dan standar. Data diperoleh melalui wawancara mendalam, observasi konten, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa Markocop membangun personal branding melalui kompetensi bermain Mobile Legends, khususnya penggunaan hero Aldous, gaya komunikasi santai dan humoris dengan logat Sunda serta jargon “Serepet”, dan penerapan standar profesional melalui konsistensi konten, strategi platform, serta pembangunan komunitas audiens. Personal branding Markocop terbentuk sebagai identitas digital yang autentik, mudah dikenali, dan mampu menciptakan kedekatan emosional dengan audiens.
Representasi Komunikasi Visual Skin Hero Gatot Kaca dalam Mobile Legends Fazra Rivandi; Tresna Wiwitan
Bandung Conference Series: Public Relations 615-620
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26212

Abstract

Abstract. This study aims to analyze the visual communication representation of the Sentinel Gatot Kaca hero skin in the Mobile Legends: Bang Bang game. The phenomenon of local culture represented with futuristic aesthetics is the main attraction of this research. The method used is qualitative interpretative with Roland Barthes' semiotic analysis covering denotation, connotation, and myth. Visual data collection included character design elements such as color, armor, helm, crown, mechanical wings, and light effects. The result indicates that denotatively, the character represents a futuristic high-tech knight. Connotatively, there is a cultural hybridity between Javanese traditional elements and global mecha aesthetics that communicate authority and guardianship. In the myth stage, it was found the naturalization of technoheroism ideology, the universal guardian values resonating with the concept of khalifah, and the simplification of the long history of Islamic-Javanese acculturation for the sake of the game industry's commodification. The Sentinel skin is not merely a digital cosmetic, but a complex space of negotiation between local identity, religious values, and global capitalism.   Abstrak. Penelitian ini bertujuan untuk menganalisis representasi komunikasi visual pada skin Sentinel hero Gatot Kaca dalam permainan Mobile Legends: Bang Bang. Fenomena penggunaan elemen budaya lokal yang dipadukan dengan desain futuristik menjadi daya tarik utama yang diangkat dalam penelitian ini. Metode penelitian yang digunakan adalah kualitatif interpretif dengan pendekatan analisis semiotika Roland Barthes yang mencakup tiga tahapan, yaitu denotasi, konotasi, dan mitos. Pengumpulan data dilakukan melalui observasi visual pada elemen-elemen desain karakter seperti warna, zirah, helm, mahkota, sayap, dan efek cahaya. Hasil penelitian menunjukkan bahwa secara denotatif, karakter merepresentasikan ksatria berteknologi tinggi. Secara konotatif, terdapat hibriditas budaya antara elemen tradisional Jawa dan estetika mecha global yang mengomunikasikan wibawa dan penjagaan. Pada tahap mitos, ditemukan adanya naturalisasi ideologi techno-heroism, nilai-nilai penjagaan kosmis yang beresonansi dengan konsep khalifah, serta penyederhanaan sejarah akulturasi Islam-Jawa demi kepentingan komodifikasi industri game. Kesimpulannya, skin Sentinel bukan sekadar elemen kosmetik digital, melainkan ruang negosiasi kompleks antara identitas lokal, nilai religius, dan kapitalisme global.
Kepribadian dan Pola Komunikasi dalam Praktik Kepemimpinan Perempuan pada Startup Business Pariwisata Ranisa Cahyaning Asri; Mohamad Subur Drajat
Bandung Conference Series: Public Relations 621-630
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26229

Abstract

Abstract. The rapid growth of startups in Indonesia, particularly in the tourism sector, has created increasingly diverse leadership dynamics, including the growing role of women as organizational leaders. This study aims to examine women's leadership practices at TemeninTrip, a tourism startup, by exploring the leader's personality, communication patterns with team members, and leadership practices in sustaining the organization amid business competition. This research employed a qualitative method with a case study approach. Data were collected through in-depth interviews and participant observation involving the leader and members of the TemeninTrip team. The findings reveal that women's leadership at TemeninTrip is characterized by a leader who is assertive, caring, open-minded, and visionary, resulting in a participative and supportive leadership style. In addition, the leader implements professional, two-way, and flexible communication, fostering a collaborative and communicative work environment. To sustain the startup, the leader adopts a transformational leadership style that emphasizes inspirational motivation, team empowerment, and the development of a human-centered and cohesive workplace. These findings suggest that the combination of strong leadership characteristics, effective communication, and a transformational leadership approach plays a significant role in supporting the sustainability of tourism startups.   Abstrak. Perkembangan startup di Indonesia, khususnya pada sektor pariwisata, mendorong munculnya dinamika kepemimpinan yang semakin beragam, termasuk meningkatnya peran perempuan sebagai pemimpin organisasi. Penelitian ini bertujuan untuk menganalisis praktik kepemimpinan perempuan pada Temenintrip sebagai startup pariwisata dengan mengkaji kepribadian pemimpin, pola komunikasi yang dibangun bersama anggota tim, serta praktik kepemimpinan dalam mempertahankan organisasi di tengah persaingan bisnis. Penelitian menggunakan metode kualitatif dengan pendekatan studi kasus. Data diperoleh melalui wawancara mendalam dan observasi partisipatif yang melibatkan pemimpin serta anggota tim Temenintrip. Hasil penelitian menunjukkan bahwa kepemimpinan perempuan di temeninTrip ditandai oleh kepribadian pemimpin yang tegas, peduli, terbuka, dan visioner sehingga membentuk gaya kepemimpinan yang partisipatif dan suportif. Selain itu, pemimpin menerapkan pola komunikasi yang profesional, dua arah, dan fleksibel sehingga menciptakan lingkungan kerja yang kolaboratif dan komunikatif. Dalam mempertahankan keberlangsungan startup, pemimpin menerapkan gaya kepemimpinan transformasional yang berfokus pada pemberian motivasi inspiratif, pemberdayaan tim, serta pembentukan lingkungan kerja yang humanis dan solid. Temuan ini menunjukkan bahwa kombinasi karakter kepemimpinan, komunikasi yang efektif, dan pendekatan transformasional berperan penting dalam mendukung keberlanjutan startup pariwisata.Praktik tersebut tercermin dalam kepemimpinan transformasional yang mampu memperkuat loyalitas tim, menanamkan nilai organisasi, dan mengembangkan potensi anggota sehingga mendukung keberlangsungan startup.

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