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Proceedings of Jogjakarta Communication Conference (JCC)
Published by Universitas Ahmad Dahlan
ISSN : -     EISSN : 29985523     DOI : -
Core Subject : Social,
Social Sciences
Proceedings of Jogjakarta Communication Conference (JCC) is the media to publish conference scientific articles received from the annual conference JCC started on 2019. This proceeding also published annually with the scope of communication science related to various topics Related topic with Communication. Jogjakarta Communication Conference (JCC) is licensed under a Creative Commons Attribution-ShareAlike (CC BY-SA) International. Authors and readers can copy and redistribute the material in any medium or format, as well as remix, transform, and build upon the material for any purpose, even commercially, but they must give appropriate credit (cite to the article or content), provide a link to the license, and indicate if changes were made. If you remix, transform or build upon the material, you must distribute your contributions under the same license as the original.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 227 Documents
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CSR Strategy through Kemaslahatan Umat Programs in Building Public Trust Fathin Anjani Hilman; Dyah Rahmi Astuti; Putri Diesy Fitriani; Izzatin Nihayah
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

This study examines the Corporate Social Responsibility (CSR) strategy of the Indonesian Hajj Financial Management Agency (BPKH) through its Kemaslahata Umat programs in mitigating negative public sentiment and rebuilding public trust. The research adopts a descriptive qualitative approach. Data were collected through observation, document analysis, and digital trace analysis related to BPKH’s CSR activities. The findings reveal that BPKH’s public benefit programs, implemented within the RACE framework (Research, Action, Communication, Evaluation), have proven to be effective as a CSR strategy in fostering public trust in the management of Hajj funds. Public trust is not merely constructed through institutional claims; rather, it emerges from the consistency of tangible actions supported by data-driven research, program implementation that directly addresses societal needs, transparent and empathetic communication, and evaluation processes that are independently verifiable. The novelty of this study lies in demonstrating that the characteristics of Strategic CSR within governmental institutions not only create shared value but also function as a reputational defense mechanism within a sensitive public ecosystem.
Digital Media Management Strategy of the Protocol Division Region Secretariat of Yogyakarta Special Region Through E-Government Claresta Putri; Fajar Junaedi
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

The use of digital media by the government has become an important part of e-government implementation to enhance information transparency and public communication. However, the management of digital media is not always carried out by units that have a formal public communication function, leading to the emergence of dynamic management practices at the unit level. This research analyzes the practice of managing digital media by local government Protocol units within the framework of e-government through the perspective of institutional role differentiation to understand the division of institutional roles that influence digital media management within government organizations. This research uses a qualitative approach with case study methods, in-depth interviews, and documentation analysis.  The research results show differences in the interpretation of e government practices at the unit level. The Protocol Unit in media practice functions more as a means of reporting regional leader activities rather than as a strategic communication medium. These findings indicate that the practice of digital communication within work units is influenced by the division of roles and functions of authority, as well as the work culture of local government bureaucracy. With an institutional perspective, this research emphasizes the importance of understanding the internal dynamics of the bureaucracy in assessing the practice of government digital media management through e-government studies.
Can Trust Be Restored? Institutional Communication in Addressing Sexual Violence in Indonesian Higher Education Vinda Maya Setianingrum; Pramana Pramana; Puspita Sari Sukardani; Rifqi Abdul Aziz
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

Sexual violence in higher education has emerged as a critical issue that threatens the safety of academic communities and undermines public trust in educational institutions. In Indonesia, increasing reports of sexual violence on campuses have prompted regulatory responses and the establishment of institutional mechanisms for prevention and handling. However, the effectiveness of these mechanisms largely depends on how institutions manage communication in preventing, responding to, and addressing such cases. This study examines how institutional communication operates in addressing sexual violence within Indonesian higher education institutions and how it relates to the restoration of public trust. Using a qualitative multiple case study approach, this research investigates three Indonesian public universities that have implemented institutional frameworks for the prevention and handling of sexual violence. Data were collected through in-depth interviews with institutional actors, including members of prevention task forces, faculty, administrators, and students, as well as through document analysis. The findings reveal that institutional communication plays a pivotal role in shaping transparency, accountability, and responsiveness in handling sexual violence cases. Effective communication practices not only facilitate coordination among institutional actors but also contribute to rebuilding trust among campus communities and the broader public. The study highlights that communication governance within institutions is essential in addressing sexual violence as both a crisis and a structural issue. By demonstrating how communication practices influence institutional credibility, this research contributes to broader discussions on public trust, institutional accountability, and social impact in higher education governance.
Decolonizing Digital Conflict: Epistemic Friction in Indonesian Digital Communication Prahastiwi Utari; Pramana Pramana
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

Digital communication platforms have transformed how individuals interact, participate in public discourse, and negotiate social meaning. While these platforms enable unprecedented connectivity, they have also intensified the emergence of digital conflict, manifested in polarization, public shaming, and rapid escalation of interpersonal disputes across networked publics. Existing explanations of digital conflict often emphasize technological affordances, algorithmic amplification, or psychological dynamics of online interaction. Although these perspectives provide important insights, they often overlook the cultural and epistemological foundations that shape communication practices across societies. This paper argues that understanding digital conflicts must take into account the interaction between digital infrastructure and the epistemology of communication rooted in culture. Drawing on the Indonesian context, the study introduces the concept of epistemic friction to explain tensions that arise when relational communication traditions encounter digital platforms structured around visibility, immediacy, and engagement. Indonesian communication practices have long been shaped by cultural orientations emphasizing harmony, contextual sensitivity, and the preservation of social relationships. When such harmony-oriented communication operates in digital environments that reward expressive visibility and emotional engagement, misalignments may emerge, contributing to the escalation of digital conflict. By conceptualizing digital conflict through the lens of epistemic friction, this paper contributes to ongoing efforts to decolonize communication theory. Rather than treating Western models of communicative confrontation as universal, the framework proposed here foregrounds indigenous communication epistemologies as valuable sources of theoretical insight. The study therefore offers a culturally grounded perspective for understanding digital communication dynamics in Indonesia and other societies where relational communication traditions intersect with globally standardized digital platforms.
The Implementation of Influencer Marketing Strategies by Bakso Pikat to Increase Brand Awareness through TikTok Rizqi Hadratun Nisa; Sovia Sitta Sari
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

Influencer marketing strategies are increasingly developing as a digital marketing communication approach, especially for new culinary brands that utilize algorithm-based platforms such as TikTok. However, its implementation is still dominated by measurements of reach, impressions, and engagement, without integrating exploratory behavior indicators such as click-through rate (CTR) into the process of building brand awareness. This study aims to analyze the implementation of influencer marketing strategies by Bakso Pikat to increase brand awareness on the TikTok platform. This study uses a descriptive qualitative method with a case study approach. Data were collected through in-depth interviews with the owner, marketing manager, digital marketer, and two consumers of Bakso Pikat, which were reinforced with documentation of promotional content and TikTok account insights. The findings show that an influencer marketing strategy implemented systematically through collaborations with macro, micro, and nano-influencer along with the integration of click-through rate (CTR) elements via call-to-action can encourage a shift in audience behavior from the interest phase to the search phase in the AISAS model. Click-through rate (CTR) serves as an indicator of active audience engagement that facilitates information exploration regarding business profiles and locations. This strategy successfully contributes to brand awareness at the levels of brand recognition and brand recall within a specific product category. The study demonstrates that behavioral indicators such as click-through rate (CTR), can be used as strategic tools to building brand awareness for a new culinary brand on the TikTok platform.
Social Media Management of the Instagram Account @sdmuhammadiyahparakan Using the Circular Model of Some Approach in Building Relationships with Parents for the 2024- 2025 Period Fadhlan Hafiyyan Muhammad; Adhianty Nurjanah
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

Influencer In the digital age, social media has become a potential tool for schools to convey information and establish communication with parents and the community. Unfortunately, many elementary schools are still unaware of the importance of maximizing the use and management of social media to build relationships with parents. Meanwhile, SD Muhammadiyah Parakan utilizes Instagram as a digital communication medium to convey information and establish relationships with parents. This study aims to describe and analyze the management of SD Muhammadiyah Parakan's Instagram account in building relationships with parents’ period 2024- 2025 using The Circular Model of Some approach. The research method used is qualitative descriptive with data collection through documentation and in-depth interviews with the Head of the Media Division of the elementary school, the Instagram Admin of SD Muhamadiyah Parakan, and the parents of the elementary school students. The results of the study prove that SD Muhammadiyah Parakan has implemented digital communication management based on The Circular Model of Some through its Instagram account @sdmuhammadiyahparakan. In terms of share, Instagram is the main medium for sharing school information about teaching and learning activities and student achievements, thereby generating active interaction with parents. In terms of optimize, content is maximized using photography, videography, and structured, characterful narrative texts, accompanied by the use of Instagram features. In terms of manage, team coordination and cooperation are fairly organized, but are still constrained by the team's main responsibility as teachers and the lack of a dedicated platform for social media management. In terms of engage, the school has involved students, parents, and news media through comments on posts, direct messages, and the content production process. This strategy has the potential to actively and massively build relationships with parents, although the school is still not optimal in managing the workflow and performance of the creative media team.
Online Promotions Strategy Through the PESO Model Approach on Instagram @akkarjuicebar in Increasing the Number of Consumers in 2025 Delviana Farah Dini Safitri; Adhianty Nurjanah; Denis Hida Lutfiana Stefani
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

Changes in modern society’s lifestyle shows a significant shift toward healthier living patterns. This study aims to analyze the online promotion strategy through the PESO model approach on the Instagram @akkarjuicebar in increasing the number of consumers in 2025. Akkar juice bar is business that sells healthy fruit-based beverages and relies on Instagram as its primary promotional medium. This research uses a descriptive qualitative method with data collection techniques through in-depth interviews and documentations. The study applies the PESO model proposed by Gini Dietrich. The results show that Instagram promotion conducted by akkar juice bar aims to reach a wider range of consumers while introducing the brand identity to new audiences, the target consumers are individuals aged 19-35 years, particulary students and workers who are concerned about a healthy lifestyle. The implementation of the PESO model includes the use of Paid media through endorsments by Instagram creators @belindapermata and @putufahru. Earned media appears through consumers voluntarily activities in sharing their experiences, such as posting Instagram stories, uploading product photos, and tagging the account @akkarjuicebar. Shared media is implemented through interactive features including comments, direct massages, and reposting costumers’ stories. Owned media is realized through the management of the Instagram account @akkarjuicebar, wich is fully controlled by the Akkar team. This study shows that the PESO elements most relied upon are owned and earned media. However, their utilization still needs improvement so that they not only generate interaction but also encourage purchasing decisions more effestively.
Creative Strategy of the Production Team in Developing Built-In Advertisements for Trans TV's Insert Program Nada Nisrina; Filosa Gita Sukmono; Dhimas Aryo Vipha Ananda
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

The conventional television industry is currently facing significant challenges due to rapid advances in digital technology that are transforming audience consumption patterns. Trans TV’s infotainment program Insert responds to these dynamics through a built-in advertising strategy or ad inserts to maintain revenue without disrupting the viewer experience. This study aims to analyze the creative strategies employed by the “Insert” production team in designing in-program advertisements to ensure they appear natural and align with the program’s character. The method used is descriptive qualitative research within a constructivist paradigm. Data were collected through in-depth interviews, observations, and documentation with key informants, including assistant producers, scriptwriters, and the marketing team. The results indicate that creative strategies are implemented through four key indicators: message planning based on the integration of content knowledge and procedures; stimulating audience attention through neutral opening techniques and the selection of relevant characters; integrating products into the storyline to blend with the narrative; and managerial coordination to maintain a balance between commercial interests and production aesthetics. This study concludes that a subtle sales approach is effective in maintaining program integrity, despite challenges arising from the tension between the production team’s creative ideals and the client’s commercial constraints. Theoretically, this study reinforces that the message-building process in the media industry is heavily influenced by organizational filters and market pressures.
The Digital Marketing Communication Strategy of the DIY Tourism Office through Instagram @visitingjogja in Improving the Quality of Tourism Visit in 2024 Dimas Khoirul; Nur Sofyan
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

The tourism sector is a key pillar of the Special Region of Yogyakarta's (DIY) economy. In 2024, the number of tourist visits increased significantly, but this was not accompanied by an improvement in visit quality, as evidenced by a decrease in the length of stay. This study aims to analyze the digital marketing communication strategies of the DIY Tourism Office through its Instagram account @visitingjogja in response to this situation. This study employs a descriptive qualitative method, collecting data through in-depth interviews and document analysis, and validating through source triangulation. The results indicate that the strategies involved content collaboration with third parties, the use of digital ads and influencers to expand reach, and the presentation of event content, night tourism, and travel guides to encourage longer stays. These strategies successfully increased audience attention and interest, but have not yet fully succeeded in encouraging tourists to stay longer. This is influenced by time constraints, budget limitations, and suboptimal social media engagement. This study concludes that digital marketing via Instagram can increase tourist interest but has not yet directly improved the quality of visits.
The Role of Coverage Coordinator in the Production of Insert Infotainment Program at Trans TV Ergia Maharani Putri; Muhammad Muttaqien
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

Insert (short for Informasi Selebriti, stylized as!nsert) is an entertainment news program broadcast on Trans TV, which holds a high-quality index in the information category according to the Komisi Penyiaran Indonesia (KPI). This research aims to analyze and describe the role of the Coverage Coordinator by utilizing the POAC management functions (Planning, Organizing, Actuating, and Controlling) and Gatekeeping theory.  Employing a descriptive qualitative approach, data were collected through interview techniques with the Producer, Coverage Coordinator, and Reporters, further supported by documentation. The data were then processed through the stages of data reduction, data presentation, and conclusion drawing. The results of this research indicate that the Insert Coverage Coordinator executes content briefing and production management in accordance with POAC principles and applies Gatekeeping theory throughout the process, thereby successfully increasing the program's quality index and audience appeal.

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