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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 234 Documents
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Marketing Communication Strategy Via Airbnb Platform in Increasing Guest Visits Rates at Sunrai Villas Ubud in 2025 Winda Dewi Sahagita; 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

This research is fundamentally motivated by the rapid digital transformation within the tourism industry in Ubud, Bali, which has engendered an intensely competitive landscape among independent accommodation providers. Sunrai Villas faces the strategic challenge of distinguishing itself amidst a saturated market of thousands of property listings. Consequently, there is an imperative need to leverage the Airbnb platform not merely as a transactional distribution channel, but as a sophisticated medium for strategic marketing communication. The primary objective of this scholarly inquiry is to analyze and describe the multifaceted marketing communication strategies executed by Sunrai Villas through Airbnb to catalyze guest occupancy rates throughout the 2025 period. Employing a qualitative methodology with a descriptive case study design, data was meticulously gathered through in-depth semi-structured interviews with management and frontline staff, systematic digital observation of Airbnb profile features, and an exhaustive analysis of internal occupancy documentation. The findings reveal that Sunrai Villas implements a synergistic communication framework anchored by three fundamental pillars: the construction of high-fidelity visual narratives, the dynamics of personalized interaction facilitated through cross-functional coordination, and proactive reputation management rooted in public review ecosystems. The seamless integration between digital messaging and tangible service quality on-site is empirically proven to significantly influence prospective guests' decision-making processes, ultimately driving sustained growth in occupancy and visitor loyalty at Sunrai Villas Ubud.
Public Opinion Toward Viral YouTube Content: Machine Learning–Based Sentiment Analysis of Comments on the MrBeast Channel Nabilah Angielara; Assyari Abdullah; Rohayati Rohayati
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

Social media, particularly YouTube, has become a primary space for the public to express opinions and respond to various forms of digital content. User comments on viral videos can represent audience perceptions and sentiments; Therefore, analyzing comment data is essential to more systematically understand trends in public opinion. This study aims to examine public opinion toward viral content on the MrBeast YouTube channel through a machine learning–based sentiment analysis approach. The data were obtained from a MrBeast YouTube comments dataset available on Kaggle. The dataset was processed through text preprocessing stages, including data cleaning, text normalization, and the removal of irrelevant words. The text was then transformed into numerical features using Term Frequency–Inverse Document Frequency (TF-IDF), before sentiment classification was performed using machine learning algorithms to categorize comments into three classes: positive, neutral, and negative. The results show that the sentiment distribution consists of 63.09% positive sentiment, 35.50% neutral sentiment, and 1.41% negative sentiment. These findings indicate that the majority of audience comments on MrBeast's content tend to be positive, reflecting strong public acceptance of viral content on the channel. This study is expected to contribute to the development of data-driven public opinion analysis on social media and to serve as a reference for future research in sentiment analysis, digital communication, and viral content studies.
Between Faith and Film: A Comparative Reception Analysis of Mentega Terbang among Malaysian and Indonesian Students Muhammad Raqib Mohd Sofian; Safiyyah Ahmad Sabri; Muhamad Zaki Mustafa; Fauziah Hassan; Firly Annisa; Frizki Yulianti Nurnisya
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 Malaysian film Mentega Terbang has generated significant debate due to its portrayal of religious questioning, interfaith exploration, and sensitive theological themes. While previous discussions have largely focused on doctrinal critiques and institutional responses, limited attention has been given to how audiences themselves interpret the film. This study employs a reception analysis to examine how university students from Malaysia and Indonesia interpret and respond to the religious narratives presented in Mentega Terbang. Using purposive sampling, participants were first asked to watch the full film before participating in in-depth interviews that explored their interpretations, emotional reactions, and perceived implications for faith and religious identity. Guided by Stuart Hall’s encoding/decoding framework, the study identifies dominant, negotiated, and oppositional readings among participants from both countries. The findings reveal that while many students expressed concern over themes perceived as challenging Islamic orthodoxy, responses varied according to socio-religious context, religious education, and cultural background. Malaysian participants tended to emphasise institutional and doctrinal boundaries surrounding aqidah, whereas Indonesian participants displayed relatively more varied interpretations influenced by Indonesia’s diverse Islamic traditions and pluralistic environment. Despite these differences, participants from both contexts largely interpreted the film through a moral and religious lens, reflecting the continuing significance of faith-based frameworks in shaping audience reception. The study contributes to scholarship on religion and media by demonstrating how socio-religious environments influence the interpretation of controversial media texts in Southeast Asia.
Creative Digital Public Communication and Civic Trust: Reimagining Government–Citizen Engagement in Southeast Asia Elly Suryani
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 rapid growth of digital culture in Southeast Asia has reshaped public communication practices, particularly within governmental institutions. This study explores how creative digital public communication strategies contribute to civic trust and participatory engagement. Using a qualitative multiple-case study of local government social media practices in Indonesia, the research examines content creativity, dialogic interaction, and digital responsiveness as key elements in fostering public trust. Data were collected through digital ethnography, in-depth interviews, and document analysis. Findings reveal that creative public communication, characterized by visual storytelling, participatory content, and adaptive crisis messaging, significantly enhances civic trust when supported by transparency and responsiveness. However, structural challenges such as misinformation, algorithmic visibility, and limited institutional capacity constrain effectiveness. The study proposes a Creative Public Communication Model integrating dialogic engagement, digital storytelling, and civic co-creation to envision future-oriented governance in Southeast Asia.

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