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Journal of Sustainable Community Development
Published by MID Publisher International
ISSN : -     EISSN : 30267803     DOI : -
Core Subject : Social,
Environmental Science
The Journal of Sustainable Community Development (JSCD) is dedicated to advancing knowledge and scholarship in the field of sustainable community development. JSCD serves as a platform for researchers, practitioners, policymakers, and community leaders to disseminate their work, exchange ideas, and engage in critical discourse related to various aspects of creating and maintaining sustainable communities.
Arjuna Subject : Umum - Umum
Articles 54 Documents
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Marketing Communication Strategy of Chatime in Increasing Brand Awareness at Tzu Chi Hospital Jakarta Poppie Indriyanti Mantu; Alief Muhammad Al-Khorri
Journal of Sustainable Community Development Vol. 4 No. 1 (2026): Journal of Sustainable Community Development
Publisher : MID Publisher International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/bmt86a82

Abstract

This study examines the marketing communication strategies implemented by Chatime Tzu Chi Hospital North Jakarta in increasing brand awareness. The rapid growth of the bubble tea beverage industry in Indonesia has intensified competition among brands, requiring companies to implement effective marketing communication strategies to attract consumers and strengthen brand recognition. Despite Chatime consistently receiving the Top Brand Award in the bubble drink category, understanding how its marketing communication strategies contribute to brand awareness at the outlet level remains important. Therefore, this study addresses the research question: How do marketing communication strategies implemented by Chatime Tzu Chi Hospital North Jakarta contribute to increasing brand awareness among consumers? Novelty: The novelty of this research lies in its qualitative exploration of integrated marketing communication strategies applied at the operational outlet level, providing insights into how advertising, sales promotion, public relations, personal selling, and direct marketing collectively influence brand awareness in the competitive bubble tea market. This study employed a qualitative research approach using a case study design. Data were collected through in-depth interviews, observation, and documentation involving key informants consisting of the assistant store manager, barista staff, consumers, and an academic expert in communication studies. The collected data were analyzed using descriptive qualitative analysis to identify the marketing communication strategies implemented and their influence on brand awareness. The findings indicate that Chatime applies integrated marketing communication strategies consisting of advertising, sales promotion, public relations, personal selling, and direct marketing to strengthen consumer awareness of the brand. Promotional programs and direct interaction between staff and customers were identified as key factors influencing consumer interest and brand recognition. The study concludes that integrated marketing communication strategies play an important role in increasing brand awareness and strengthening Chatime’s brand position within the competitive beverage market. These findings suggest that combining multiple promotional strategies and maintaining direct engagement with consumers can effectively enhance brand recognition and consumer loyalty.
Beyond Sectoral Silos: How Community Development Enhances Sector-Based Outcomes-Insights from Tanzania George Frank Kinyashi
Journal of Sustainable Community Development Vol. 4 No. 1 (2026): Journal of Sustainable Community Development
Publisher : MID Publisher International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/pc4ce628

Abstract

Sector-based approaches have driven significant investments in infrastructure and service delivery across the Global South. However, evidence from development practice increasingly demonstrates that technical success does not automatically translate into sustained social outcomes. This paper argues that the community development field provides the critical integrative function needed to translate sectoral inputs into meaningful and durable development outcomes. Using a qualitative approach, including document review and practitioner reflective methods, the paper examines how community development enhances relevance, coherence, effectiveness, efficiency, sustainability, and impact of sector-based interventions. It conceptualizes community development professionals as “general social physicians” who diagnose social issues, facilitate participation, and coordinate sectoral expertise to ensure community ownership and long-term benefits. The paper is limited by its over-reliance on secondary sources and expert personal experience. However, it offers a significant novel contribution by presenting the “general social physician” concept as an integrative model depicting the community development field as a coordinating discipline within sector-based development practice. In this way, the paper contributes to international development debates by demonstrating how community development can bridge sectoral silos and strengthen citizen empowerment in low- and middle-income countries.
Implementation of Bhinneka Tunggal Ika Values in the Lives of the Bajo Ethnic Community: Strengthening Nationalism through Multicultural Education Zulfaidil Zulfaidil
Journal of Sustainable Community Development Vol. 4 No. 1 (2026): Journal of Sustainable Community Development
Publisher : MID Publisher International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/vamtf940

Abstract

Cultural, religious, and traditional diversity often has the potential to generate social friction if not properly managed. However, the Bajo community in Langara Laut Village has transformed this diversity into a source of harmony through the implementation of Bhinneka Tunggal Ika values. This study aims to explore the community’s understanding and application of diversity values, examine intergenerational differences in interpreting these values, and analyze the role of the Projek Penguatan Profil Pelajar Pancasila (P5) in sustaining these principles as a foundation for strengthening nationalism. This research employs a descriptive qualitative approach, utilizing observation, interviews, and documentation involving traditional leaders, teachers, and community members across different generations. The findings reveal that diversity values are internalized through mutual cooperation (gotong royong), interreligious tolerance, and cross-ethnic participation in traditional ceremonies. The older generation emphasizes the preservation of cultural traditions, while the younger generation demonstrates greater openness to globalization without abandoning their Bajo cultural identity. Furthermore, the P5 program has proven effective in enhancing the younger generation’s understanding by integrating local wisdom with national identity. Therefore, multicultural education grounded in local wisdom can serve as an effective strategy to foster nationalism and maintain unity within diversity.
Pengaruh Brand Awareness dan Personal Selling terhadap Volume Penjualan PT Panin Dai-Ichi Life Grup Agensi Synergy Sejuta Impian Silvia Thedrika; Errie Margery; Achiruddin Siregar
Journal of Sustainable Community Development Vol. 4 No. 2 (2026): Journal of Sustainable Community Development
Publisher : MID Publisher International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/8g3s7924

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness dan personal selling terhadap volume penjualan pada PT. Panin Dai-ichi Life Grup Agensi Synergy Sejuta Impian di Kota Medan. Penelitian dilatarbelakangi oleh belum optimalnya pencapaian target penjualan yang diduga berkaitan dengan tingkat pengenalan merek di benak nasabah serta efektivitas interaksi langsung antara agen dan calon nasabah. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui penyebaran kuesioner kepada nasabah yang pernah melakukan pembelian produk. Teknik analisis yang digunakan adalah regresi linier berganda untuk melihat pengaruh masing-masing variabel baik secara parsial maupun simultan. Hasil penelitian menunjukkan bahwa brand awareness berpengaruh positif dan signifikan terhadap volume penjualan. Personal selling juga terbukti memberikan pengaruh positif dan signifikan terhadap volume penjualan. Secara bersama-sama kedua variabel tersebut mampu menjelaskan perubahan volume penjualan perusahaan. Temuan ini menegaskan bahwa peningkatan kekuatan merek serta kualitas interaksi dan komunikasi agen dengan nasabah merupakan strategi penting dalam mendorong peningkatan kinerja penjualan.
Transformasi usaha kuliner tradisional menjadi berdaya saing melalui branding dan digitalisasi pada Tenank Café Medan Jonni Hamonangan Silaen; Supaino Supaino; Rehulina Bangun; Sudarsono Sudarsono; Benhur Pakpahan
Journal of Sustainable Community Development Vol. 4 No. 2 (2026): Journal of Sustainable Community Development
Publisher : MID Publisher International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/a3jr8106

Abstract

Pengabdian Mandiri Kemitraan Masyarakat ini bertujuan untuk mentransformasi usaha kuliner tradisional menjadi lebih berdaya saing melalui penguatan branding dan digitalisasi. Metode pelaksanaan kegiatan meliputi sosialisasi, pelatihan, praktik langsung, dan pendampingan dengan pendekatan partisipatif dan aplikatif. Hasil kegiatan menunjukkan adanya peningkatan pemahaman dan keterampilan mitra dalam membangun identitas visual usaha serta mengelola media sosial sebagai sarana pemasaran. Mitra juga mulai aktif memanfaatkan platform digital seperti Instagram dan Google Maps untuk meningkatkan visibilitas usaha. Keberhasilan kegiatan tercermin dari sejumlah indikator kualitatif, yaitu terbentuknya identitas visual usaha yang sebelumnya tidak dimiliki, mulai aktifnya akun media sosial mitra dengan unggahan konten promosi yang lebih teratur, terdaftarnya usaha pada Google Maps sehingga lebih mudah ditemukan oleh calon pelanggan, serta meningkatnya keterlibatan audiens yang ditandai oleh bertambahnya interaksi pada unggahan (suka, komentar, dan pesan masuk) dan munculnya ulasan pelanggan. Dengan demikian, kegiatan ini berhasil meningkatkan kapasitas mitra dalam branding dan digitalisasi serta mendukung pengembangan usaha secara berkelanjutan.
Connecting the chain: Value-chain linkages, governance and market power in Tanzania’s sunflower sub-sector Baltazar Namwata
Journal of Sustainable Community Development Vol. 4 No. 2 (2026): Journal of Sustainable Community Development
Publisher : MID Publisher International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/j0z4fe41

Abstract

This paper maps the sunflower value chain in Central Tanzania and analyses how linkages, governance arrangements, and market power shape the participation of farmers, processors, traders, consumers, and support institutions. The study used evidence from a mixed-methods value-chain survey conducted in Kondoa, Mpwapwa, Manyoni, and Singida districts. Quantitative data from 379 respondents were analysed using descriptive statistics, cross-tabulations, and actor-based comparisons, while qualitative information from focus group discussions and key informant interviews was used to explain the institutional, market, and coordination issues behind the statistical patterns. The findings show that farmers mainly supplied processors (53.5%) and petty traders (46.5%), while processors sold largely to retailers (41.2%) and households (38.2%). Value addition was concentrated at the processing node, where 88.2% of processors sold both sunflower oil and sunflower cake, whereas all sampled farmers sold raw sunflower seed. Low market price was the most frequently reported marketing constraint, accounting for 42 responses, followed by unreliable markets with 34 responses and undeveloped productive infrastructure with 28 responses. These findings indicate that the chain is commercially active but weakly governed, with farmers having limited influence over prices, processors facing uncertain raw-material supply, and traders often benefiting from superior market information and cash capacity. The paper concludes that sunflower value-chain performance depends on strengthening collective marketing, transparent price setting, quality standards, aggregation, finance, and trust-based coordination among actors. It recommends institutional arrangements that connect production, processing, trading, and consumption more inclusively and competitively.
Semiotic Analysis of Self-Identity Representation on TikTok @dokterdetektif Account Nana Sutisna; Dina Nurfadilah
Journal of Sustainable Community Development Vol. 2 No. 1 (2024): Journal of Sustainable Community Development
Publisher : MID Publisher International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/qqyrpx11

Abstract

TikTok has evolved into a digital communication platform that enables individuals to construct and represent their identities through audiovisual content. One of the TikTok accounts attracting public attention is @dokterdetektif, which is recognized for its critical and educational content related to health issues and medical aesthetics. This study aims to analyze the representation of self-identity portrayed in the TikTok content of @dokterdetektif. The research employed a qualitative approach using Roland Barthes’ semiotic analysis method. Data were collected through observation and documentation of videos uploaded to the @dokterdetektif TikTok account. The analysis was conducted through the levels of denotation, connotation, and myth to interpret visual, verbal, and symbolic signs representing self-identity. The findings reveal that the @dokterdetektif account represents a self-identity characterized as critical, educational, courageous, and independent in delivering information to the public. This representation is constructed through assertive verbal language, visual expressions, persuasive communication styles, and symbols of professionalism displayed in the content. Furthermore, the constructed identity reflects an effort toward personal branding as a digital public figure with authority in health and social issues. This study demonstrates that TikTok functions not only as an entertainment platform but also as a space for identity construction and self-image formation in the digital communication era.
The Meaning of Love Language in Student Relations: Edmund Husserl's Phenomenological Approach Afdi Maulfianti; Pudja Lastari
Journal of Sustainable Community Development Vol. 1 No. 1 (2023): Journal of Sustainable Community Development
Publisher : MID Publisher International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/qbgj1g73

Abstract

Romantic relationships among university students constitute a form of interpersonal communication that involves emotional expression, affection, and the construction of meaning through various communicative practices. One prominent form of affective communication in romantic relationships is the concept of love language introduced by Gary Chapman. This study aims to analyze the meaning of love language among student couples at Mathla’ul Anwar University Banten based on their subjective experiences and Islamic values. This research employed a qualitative approach based on Edmund Husserl’s transcendental phenomenology. The study applied a constructivist paradigm, while data were collected through in-depth interviews, observation, and documentation. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The findings reveal that the dominant forms of love language among student couples include words of affirmation, quality time, and acts of service. Love language is interpreted as a form of attention, emotional appreciation, presence, and psychological support within romantic relationships. Furthermore, the values of mahabbah and rahmah serve as moral foundations in maintaining relationships while adhering to religious boundaries and social ethics. This study demonstrates that affective communication in students’ romantic relationships is not solely emotional in nature but is also shaped by spiritual and cultural values that influence the subjective meaning of love.
Roland Barthes' Semiotic Analysis of the Representation of Social Criticism on the Instagram Account @Freakind.Media Syaiful Halim; Hadi Anwar Mutha
Journal of Sustainable Community Development Vol. 1 No. 1 (2023): Journal of Sustainable Community Development
Publisher : MID Publisher International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/g25bbs37

Abstract

The development of social media has transformed public communication patterns and created new spaces for individuals to express opinions, share perspectives, and deliver social criticism regarding various social, political, and economic issues. Instagram has emerged as one of the most influential platforms for communicating social criticism through creative and widely accessible visual content. One account that consistently produces critical content is the Instagram account @freakind.media. This study aims to analyze the representation of social criticism in the content published by @freakind.media using Roland Barthes’ semiotic approach. Employing a qualitative research method, data were collected through observation and documentation of selected Instagram posts published between April 1 and April 25, 2025. The analysis was conducted using Barthes’ three levels of meaning: denotation, connotation, and myth. The findings reveal that the content of @freakind.media utilizes visual signs, symbols, illustrations, and satirical narratives to represent criticism of contemporary social, political, and economic issues. At the denotative level, the posts depict actual events and public phenomena. At the connotative level, visual elements construct meanings associated with criticism, satire, and resistance toward social inequalities. At the mythological level, the content reproduces broader understandings of power relations, social injustice, and the role of citizens in monitoring public policies. This study demonstrates that Instagram functions not only as a platform for entertainment and information sharing but also as a space for meaning production and the articulation of social criticism within the digital communication environment.
Framing Environmental Discourse in Seba Baduy 2024 News on the BantenNews.co.id Portal Afdi Maulfianti; Agung Gunawan Sutrisna
Journal of Sustainable Community Development Vol. 1 No. 1 (2023): Journal of Sustainable Community Development
Publisher : MID Publisher International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/kfwyn398

Abstract

Online media play an important role in shaping public perceptions of environmental issues through news construction. This study aims to analyze the framing of environmental discourse in the news coverage of Seba Baduy 2024 on BantenNews.co.id. The research employed a qualitative approach using Zhongdang Pan and Gerald M. Kosicki’s framing analysis method. Data were collected through documentation of news articles related to Seba Baduy 2024 published by BantenNews.co.id. The findings reveal that BantenNews.co.id framed Seba Baduy as a symbol of environmental preservation and the local wisdom of the Baduy community in maintaining ecological balance. This framing is reflected in the selection of headlines, diction, and news narratives emphasizing environmental conservation. The study shows that online media functions not only as a source of information but also as a medium for building public environmental awareness.

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