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UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
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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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Strategi Humas DPRD Provinsi Jawa Barat dalam Manajemen Isu Alya Salsabil Arafah; Maman Chatamallah
Bandung Conference Series: Public Relations 631-636
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26249

Abstract

Abstrack. The 17+8 People's Demands demonstration in West Java Province sparked various public reactions that have the potential to influence perceptions of regional legislative institutions. This situation encourages the strategic role of public relations in managing emerging issues in society. This study was designed to examine the public relations strategy of the West Java Provincial DPRD in issue management after the demonstration, particularly in responding to and shaping public opinion. This study applied a qualitative approach using a case study method. Data collection was conducted using in-depth interviews and documentation techniques. The research findings revealed that the West Java Provincial Government's public relations strategy in issue management was implemented through continuous issue monitoring, rapid and coordinated information dissemination, utilization of social media as a public communication medium, and efforts to provide clarification and explanation of policies to the public. These strategies were intended to reduce negative issues, build public understanding, and maintain public trust in the institution. Abstrak. Demonstrasi Tuntutan Rakyat 17+8 di Provinsi Jawa Barat memunculkan berbagai reaksi publik yang berpotensi memengaruhi persepsi terhadap lembaga legislatif daerah. Kondisi ini mendorong keberadaan peran strategis humas dalam mengelola isu yang berkembang di masyarakat. Penelitian ini dirancang untuk meneliti strategi humas DPRD Provinsi Jawa Barat dalam manajemen isu pasca demonstrasi tersebut, khususnya dalam merespons dan membentuk opini publik. Penelitian ini menerapkan pendekatan kualitatif dengan menggunakan metode studi kasus. Pengumpulan data dilakukan dengan teknik wawancara mendalam dan dokumentasi. Temuan penelitian mengungkapkan bahwa strategi humas Pemerintah Daerah Provinsi Jawa Barat dalam pengelolaan isu dijalankan melalui pemantauan isu secara berkelanjutan, penyebaran informasi yang cepat dan berkoordinasi, pemanfaatan media sosial sebagai media komunikasi publik, serta upaya memberikan klarifikasi dan penjelasan kebijakan kepada masyarakat. Strategi tersebut dimaksudkan untuk meredam isu negatif, membentuk pemahaman publik, dan mempertahankan kepercayaan masyarakat terhadap lembaga.
Analisis Komunikasi Interpersonal Mentor dengan Mentee pada Program Mentoring BTAQ Unisba 2025 Briana Rahman Sani; Maman Chatamallah
Bandung Conference Series: Public Relations 637-644
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26277

Abstract

Abstract. The Qur'an Reading and Writing Mentoring Program (BTAQ) at Bandung Islamic University is an Islamic development program designed to improve first-year students' ability to read and write the Qur'an. The success of this program is influenced by interpersonal communication between mentors and mentees. This study aims to analyze the mentors' interpersonal communication process, mentees' responses, the actions taken to overcome communication barriers, and the underlying causes of those barriers in the 2025 BTAQ Mentoring Program at Bandung Islamic University. This study employed a qualitative approach using a case study method. Data were collected through in-depth interviews, Focus Group Discussions (FGDs), observations, and documentation involving 13 participants, consisting of mentors, mentees, the Head of the BOM-PAI Tutorial Department, and the Head of Student Affairs at Bandung Islamic University. Data were analyzed through the stages of data collection, data reduction, data display, and conclusion drawing and verification. The validity of the data was ensured through source and method triangulation. The findings indicate that mentors implemented interpersonal communication adaptively by considering mentees' characteristics, class levels, and group dynamics. Communication barriers were influenced by mentee-related, mentor-related, organizational, technical, and situational factors. The study concludes that the quality of interpersonal relationships established at the beginning of the mentoring process is a crucial factor in supporting the effectiveness of the 2025 BTAQ Mentoring Program at Bandung Islamic University. Abstrak. Program Mentoring Baca Tulis Al-Qur'an (BTAQ) Universitas Islam Bandung merupakan program pembinaan keislaman bagi mahasiswa baru untuk meningkatkan kemampuan membaca dan menulis Al-Qur'an. Keberhasilan program ini dipengaruhi oleh komunikasi interpersonal antara mentor dan mentee. Penelitian ini bertujuan menganalisis proses komunikasi interpersonal mentor, tanggapan mentee, tindakan dalam mengatasi hambatan, serta alasan terjadinya hambatan komunikasi pada Program Mentoring BTAQ Unisba 2025. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara, Focus Group Discussion, observasi, dan dokumentasi terhadap 13 narasumber yang terdiri atas mentor, mentee, Kepala Departemen Tutorial BOM-PAI, dan Kepala Bagian Kemahasiswaan Unisba. Analisis data dilakukan melalui pengumpulan, reduksi, penyajian, serta penarikan dan verifikasi kesimpulan dengan uji keabsahan menggunakan triangulasi sumber dan metode. Hasil penelitian menunjukkan bahwa mentor menerapkan komunikasi interpersonal secara adaptif sesuai karakter mentee, jenjang kelas, dan kondisi kelompok. Hambatan komunikasi dipengaruhi oleh faktor mentee, mentor, penyelenggaraan, teknis, dan situasional. Penelitian ini menunjukkan bahwa kualitas relasi interpersonal yang dibangun sejak awal menjadi faktor penting dalam mendukung efektivitas Program Mentoring BTAQ Unisba 2025.
Bauran Promosi Produk Fashion pada Brand Dobujack di TikTok Muhamad Bernard Fahrezy; Anne Ratnasari
Bandung Conference Series: Public Relations 645-650
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstract. Dobujack is a Brand that focuses on women's and men's Fashion. After the Covid-19 virus, Dobujack shifted to an online promotional mix and began utilizing the TikTok platform to reach its customers online. One of Dobujack's strengths on TikTok is through its 24-hour live broadcast feature, which allows direct interaction with its followers and strengthens the bond between the Brand and its audience. This Brand utilizes various creative content formats such as Outfit recommendations, dramas, and ASMR, and implements a comprehensive promotional strategy through a voucher system, discounts, and affiliate programs. The purpose of this study is to analyze the promotion of Dobujack Fashion products carried out through TikTok social media, especially in terms of advertising presentation, sales promotion, and the effectiveness of 24-hour live broadcasts. The research method used is qualitative with a case study approach, with data collected through observation and in-depth interviews. The results of the study show that Dobujack's promotional mix strategy on TikTok has succeeded in creating a personal and interactive shopping experience, increasing Brand awareness, and building a loyal community that supports sustainable Brand growth.   Abstrak. Dobujack adalah sebuah usaha Brand yang berfokus pada fesyen wanita maupun pria. Setelah adanya virus Covid-19, Dobujack beralih ke bauran promosi daring dan mulai memanfaatkan platform TikTok untuk menjangkau pelanggannya secara online. Salah satu keunggulan Dobujack di TikTok adalah melalui fitur siaran langsung selama 24 jam, yang memungkinkan interaksi langsung dengan pengikutnya dan memperkuat ikatan antara merek dan audiensnya. Brand ini memanfaatkan berbagai format konten kreatif seperti rekomendasi Outfit, drama, dan ASMR, serta mengimplementasikan strategi promosi komprehensif melalui sistem voucher, diskon, dan program affiliate. Tujuan dari penelitian ini yaitu menganalisis promosi produk fesyen Dobujack yang dilakukan melalui media sosial TikTok, khususnya dalam aspek penyajian iklan, sales promotion, dan efektivitas siaran langsung 24 jam. Metode penelitian yang digunakan yaitu kualitatif dengan pendekatan studi kasus, dengan data yang dikumpulkan melalui observasi dan wawancara mendalam. Hasil penelitian menunjukkan bahwa strategi bauran promosi Dobujack di TikTok berhasil menciptakan pengalaman berbelanja yang personal dan interaktif, meningkatkan kesadaran merek, serta membangun komunitas loyal yang mendukung pertumbuhan Brand secara berkelanjutan.
Pengaruh Celebrity Endorser terhadap Brand Personality Putri Nabila; Arba'iyah Satriani
Bandung Conference Series: Public Relations 383-392
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25897

Abstract

Abstract. The development of the beauty industry, especially skincare, in Indonesia is increasingly competitive, prompting companies to implement creative marketing communication strategies, one of which is through the use of celebrity endorsers to strengthen brand personality. Skintific as a newcomer brand has succeeded in dominating the market by utilizing public figures in building a modern and credible brand image. This study aims to analyze the influence of celebrity endorsers including credibility, attractiveness, and suitability for Skintific's brand personality. The research uses a quantitative approach with an explanatory method. The population is Skintific Indonesia's Instagram followers, with a sample of 96 respondents selected through purposive sampling based on product use experience and advertising exposure. Data was collected through a Likert scale questionnaire and analyzed using simple linear regression and t-test with SPSS. The results of the study showed that celebrity endorsers had a positive and significant effect on brand personality. Partially, credibility and attractiveness have a significant effect because consumers transfer positive perceptions of public figures to brands, while suitability has no significant effect. This study confirms that celebrity endorser is an effective strategy in building brand identity and creating emotional attachment for consumers in the digital era.   Abstrak. Perkembangan industri kecantikan, khususnya skincare, di Indonesia semakin kompetitif sehingga mendorong perusahaan menerapkan strategi komunikasi pemasaran yang kreatif, salah satunya melalui penggunaan celebrity endorser untuk memperkuat brand personality. Skintific sebagai merek pendatang baru berhasil mendominasi pasar dengan memanfaatkan figur publik dalam membangun citra merek yang modern dan kredibel. Penelitian ini bertujuan menganalisis pengaruh celebrity endorser meliputi kredibilitas, daya tarik, dan kesesuaian terhadap brand personality Skintific. Penelitian menggunakan pendekatan kuantitatif dengan metode eksplanatif. Populasi adalah pengikut Instagram Skintific Indonesia, dengan sampel 96 responden yang dipilih melalui purposive sampling berdasarkan pengalaman penggunaan produk dan paparan iklan. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan regresi linear sederhana serta uji t dengan SPSS. Hasil penelitian menunjukkan bahwa celebrity endorser berpengaruh positif dan signifikan terhadap brand personality. Secara parsial, kredibilitas dan daya tarik berpengaruh signifikan karena konsumen mentransfer persepsi positif figur publik ke merek, sedangkan kesesuaian tidak berpengaruh signifikan. Penelitian ini menegaskan bahwa celebrity endorser merupakan strategi efektif dalam membangun identitas merek dan menciptakan keterikatan emosional konsumen di era digital.

Page 53 of 53 | Total Record : 524

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