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Interaksi Online
Published by Universitas Diponegoro
ISSN : -     EISSN : -     DOI : -
Core Subject : Science, Social,
Library & Information Science Social Sciences
Jurnal Interaksi Online adalah jurnal yang memuat karya ilmiah mahasiswa S1 Jurusan Ilmu Komunikasi, FISIP Undip. Interaksi Online menerima artikel-artikel yang berfokus pada topik yang ada dalam ranah kajian Ilmu Komunikasi dan Ilmu Sosial
Arjuna Subject : -
Articles 1,714 Documents
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PROGRAM KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN REVENUE FOOD & BEVERAGE 11/12 ROOFTOP BAR SEMARANG SEBAGAI ACCOUNT EXECUTIVE DAN PUBLIC RELATIONS Agatha Christina Margaretha; Nurist Surayya Ulfa
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

The food and beverage (F&B) industry in Semarang is highly competitive, causingfluctuating revenue at 11/12 Rooftop Bar ARTOTEL Semarang that has not reached theexpected target. This study aims to design and implement an Integrated MarketingCommunication (IMC) program from October 2025 to January 2026 to increase Food &Beverages revenue through event marketing (Korokke Halloween Night, After Track, SunsetRooftop Yoga) and sales promotion (Buy 1 Get 1 Gin & Tonic, Promo KTM 10%). The resultsshow that this strategy successfully increased visitor numbers and transactions, resulting in arevenue increase of 7.26%, exceeding the target of 7.02%.
CONSUMER PERCEPTION OF ME TOO MARKETING IN BLUE PLATE SUSHI ADVERTISEMENT Elena Ramadhani; Lintang Ratri Rahmiaji
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

The development of advertisement has increased along with the uses of mobile phone, which have become an important channel for marketing communication. Brand awareness plays a significant role in shaping consumer trust and loyalty. Consumer with low brand recognition tend to show lower trust, while those with higher recognition demonstrate stronger loyalty and purchase intentions. Based on a pre-survey conducted in this study, Blue Plate Sushi demonstrates a combination of medium and high brand awareness. However, there’s a gap between the ideal concept of advertising and the reality of Blue Plate’s use of a Me Too marketing strategy. This study aims to explore consumer perceptions of the Me Too marketing approach applied by Blue Plate Sushi toward Philadelphia Sushi Bali. Using a qualitative method with a reception audience analysis based on Stuart Hall’s encoding decoding theory, data were collected through in-depth interviews. The findings reveal that most informants occupied a dominant position in perceiving Blue Plate’s advertisement as offering similar quality to Philadelphia Sushi Bali. Meanwhile, perceptions of Me Too marketing were largely negotiated, as informants acknowledged its effectiveness while simultaneously expressing concerns regarding originality and ethics. Overall, consumers were generally receptive to the advertisement, although Me Too marketing was not considered effective for building long-term brand originality and loyalty.
THE ROLE OF PROGRAM MANAGER AND CREATIVE MANAGER IN “TILIK JIWA” CAMPAIGN STRATEGY TO INCREASE AWARENESS AND PARTICIPATION IN MENTAL HEALTH SCREENING SERVICES BY DINAS KESEHATAN KOTA SEMARANG Azizah Charis Hanifah; Lintang Ratri Rahmiaji
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

This project was designed against the background of the high prevalence of mental health disorders in the community, while public awareness and participation in mental health screening facilitated by Dinas Kesehatan Kota Semarang remains low. This situation indicates a gap between the need for and use of services. Therefore, the Tilik Jiwa communication campaign was designed using a social marketing approach to increase awareness and knowledge and encourage community participation in utilizing these services. In addition, it aims to reduce the negative stigma surrounding mental health in the community. The campaign evaluation results show an increase in awareness of 87.79 percentage points, an increase in knowledge of 89.33 percentage points, a decrease in stigma of up to 12.3%, and an increase in community participation in the use of mental health screening services of 36%. In this campaign, the Program Manager is responsible for coordinating the entire campaign and ensuring alignment between planning and implementation of activities. The Creative Manager ensures that the development of creative concepts and key messages to be conveyed in the campaign are in line with the characteristics of the younger generation, especially those aged 19-25 as the main target audience of Tilik Jiwa campaign.
STRATEGI KOMUNIKASI PENINGKATAN ENGAGEMENT (LIKE, SHARE, DAN COMMENT) TIKTOK @UNIVERSITAS DIPONEGORO DAN INSTAGRAM @UNDIP.OFFICIAL MELALUI PRODUKSI KONTEN VIDEO SEBAGAI PRODUCTION MANAGER DAN MEDIA PLANNER Archelino Ivandra; Nurul Hasfi
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

The development of social media has encouraged changes in digital communicationpatterns, particularly in the dissemination of information by educational institutions.Diponegoro University utilizes social media through the @undip.official account as a mediumfor public communication, information dissemination, and institutional image building.However, content management still needs to be optimized to enhance audience engagement.This professional project aims to implement a digital communication strategy through theproduction of video content on TikTok and Instagram platforms (@undip.official) in order toincrease engagement. The implementation was carried out through three stages: preproduction,production,andpost-productionofvideocontent,usingacommunicationstrategyapproachbasedontheAISASmodel(Attention,Interest,Search,Action,andShare).Inthisproject,theauthorwasresponsibleforpre-productionmanagement,productionmanagement,post-productionmanagement,targetaudienceanalysis,thedevelopmentandorganizationofacontentmatrix and media recommendations, content performance evaluation as well ascoordinating the content publication process. The results indicate an increase in the number ofproduced contents from 45 to 75 pieces of content, along with a rise in audience interactionssuch as likes, comments, and shares. Therefore, optimizing digital communication strategiesthrough creative content can improve the effectiveness of social media as a medium forinstitutional communication.
KAMPANYE PENINGKATAN PENGETAHUAN MAHASISWA UNIVERSITAS DIPONEGORO, UNIVERSITAS DIAN NUSWANTORO, DAN UNIVERSITAS KATOLIK SOEGIJAPRANATA TERHADAP BUS WISATA KOTA SEMARANG SEBAGAI ALTERNATIF STRESS RELIEF DALAM PERAN ACCOUNT EXECUTIVE, PRODUCER, ADMINISTRATION MANAGER, DAN PHOTOGRAPHER Fadia Aulia Zuhri; Agus Naryoso
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

The low level of student awareness regarding the Semarang City Tour Bus served as thebackground for implementing a communication campaign aimed at increasing understandingof the service as an alternative form of stress relief, as a preliminary survey of 115 studentsindicated that only approximately 20% were aware of its existence. This study analyzes theimplementation of a communication campaign that integrates Cyber Public Relations,Advertising, Event and Experience, and collaboration with Key Opinion Leaders (KOL),guided by the AISAS model (Attention, Interest, Search, Action, Share). In this project, theauthor served as Account Executive, Producer, Administration Manager, and Photographerduring the period of December 2025 to March 2026. The results show that the integratedcommunication strategy successfully increased students’ awareness and encouraged theirinterest in utilizing the Semarang City Tour Bus as a recreational activity and an alternativeform of stress relief.
STRATEGI KOMUNIKASI PENINGKATAN ENGAGEMENT (LIKE, SHARE, DAN COMMENT) TIKTOK @UNIVERSITAS DIPONEGORO DAN INSTAGRAM @UNDIP.OFFICIAL MELALUI PRODUKSI KONTEN VIDEO SEBAGAI POJECT LEADER, ACCOUNT EXECUTIVE DAN PROGRAM MANAGER Syach Jehan Hussein Faizal; Agus Naryoso
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

The development of social media has reshaped digital communication patterns, particularly inhow educational institutions disseminate information. Diponegoro University utilizes the@undip.official account as a platform for public communication, information sharing, andinstitutional branding. However, content management still needs optimization to improveaudience engagement. This professional project aims to implement a digital communicationstrategy through video content production on TikTok and Instagram (@undip.official) to increaseengagement. The process was conducted through pre-production, production, and postproductionstages,usingtheAISASmodel(Attention,Interest,Search,Action,Share).Theauthorservedas Project Leader, Account Executive, and Program Manager, overseeing projectexecution, aligning strategies with institutional goals, and coordinating program implementation.The results show an increase in content production from 45 to 75 pieces, accompanied by higheraudience interactions such as likes, comments, and shares. Thus, optimizing creative content strategies can enhance the effectiveness of social media for institutional communication.
PERAN PROJECT MANAGER, STRATEGIST, DAN EVENT MANAGER DALAM KAMPANYE KOMUNIKASI PEMASARAN DEBIURYN COSMETICS SEBAGAI PENGUATAN BRAND POSITIONING PADA REMAJA USIA 12–19 TAHUN DI KOTA SEMARANG Dhita Dwi Nurhidayah; Djoko Setyabudi
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

In the increasingly competitive skincare industry, DeBiuryn Cosmetics faces challengesrelated to low brand awareness (14.6%) and suboptimal product sales among adolescents inSemarang. This study explains the implementation of an integrated marketing communicationcampaign titled “Stay Bright, Stay Youth,” which aims to strengthen brand positioning andincrease consumer engagement through digital and offline strategies. The campaign utilizedIntegrated Marketing Communication (IMC) by combining digital activation through Instagramand TikTok, as well as experiential marketing activities such as DeBiuryn Class Out and Glow Onthe Booth. The evaluation results show a significant increase in brand awareness from 14.6% to84.8%, along with improved product sales exceeding the initial targets. This success demonstratesthat an integrated communication strategy effectively enhances brand visibility, strengthenspositioning, and drives consumer purchase behavior in the teenage skincare market
TABLOIDISASI PEMBERITAAN PENJARAHAN RUMAH ANGGOTA DPR DI MEDIA ONLINE KOMPAS.COM Tarisha Putri Ramadhanti; Nurul Hasfi
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Ideally, media coverage should prioritize public interest; however, it has increasingly shifted toward sensational and entertainment-oriented content. This trend is evident in Kompas.com’s reporting on the looting of a Member of Parliament’s house following the August 2025 demonstrations, which emphasizes emotional aspects, personal life, and trivial elements rather than substantive public issues. Such characteristics reflect tabloidization, understood as the transformation of hard news into infotainment-oriented content that may reduce public sensitivity to important issues. This study aims to identify elements of tabloidization using framing analysis based on Zhongdang Pan and Gerald M. Kosicki, integrated with tabloidization concepts from Carsten Reinemann. The analysis covers syntactic, script, thematic, and rhetorical structures, as well as dimensions of topic, focus, and style. Based on 11 selected articles (August 31–September 14, 2025), the findings show a strong tendency toward tabloidization, particularly through personalization and emotional coverage, indicating a shift toward infotainment practice. Nevertheless, informative aspects remained present although it remains inherently linked to the characteristics of tabloidization.
Strategi Pemasaran Sosial Yayasan Setara Melalui Aktivasi Media Sosial, Sosialisasi Orang Tua, Rekrutmen Relawan, Main Event, Dan Pendampingan Anak Krista Adelia Mawar Sari; Joyo Nur Suryanto Gono
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Child protection issues in Indonesia remain a serious challenge, particularly related to the low level of public awareness regarding the importance of protecting and fulfilling children's rights. Yayasan Setara, as a Non-Governmental Organization (NGO) focusing on child protection and welfare in Semarang City, seeks to increase organizational visibility and encourage community involvement through various social programs. However, based on the results of the audience research conducted, the level of public awareness of Yayasan Setara is still relatively low. Therefore, a more targeted communication strategy is needed to increase brand awareness while also encouraging community participation in Yayasan Setara’s programs. This professional project report discusses the implementation of Yayasan Setara’s social marketing program designed to increase organizational visibility and expand the reach of child protection messages to the community. The program consists of three main activities, namely optimizing Instagram (@yayasansetara) and TikTok (@yayasansetarasmg) social media platforms, increasing brand awareness through socialization activities with parents, roadshows to stakeholders, and the distribution of educational posters, as well as community participation programs through open volunteer recruitment, child mentoring activities, community roadshows, and the organization of the Setara Youth Movement main event. In the implementation of these programs, the author served as Design & Creative and Content Planner responsible for content planning, message development, visual material production, and managing content distribution on Yayasan Setara’s social media platforms. The communication strategy used in this program refers to the concept of Integrated Marketing Communication (IMC), which emphasizes the integration of various communication media so that the messages delivered can be consistently received by the target audience. The results of the program implementation show an increase in the visibility and engagement of audiences with Yayasan Setara, both through the growth of social media reach, digital interactions, and community participation in various activities organized. Therefore, the implementation of an integrated social marketing communication strategy can contribute to increasing public awareness of Yayasan Setara and encourage public participation in supporting child protection and welfare efforts in Semarang City.
PERAN PROJECT MANAGER DAN INSIGHT EXECUTIVE DALAM BRAND COMMUNICATION “BERCERITA DI BU LURAH” SEBAGAI UPAYA PENGUATAN BRAND IMAGE KOPI SUSU BU LURAH SEMARANG Benedictus Bimo; Yanuar Luqman
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Kopi Susu Bu Lurah Semarang faces a gap between its brand philosophy of emotional closeness and the perception of coffee shop goers aged 18–35 in Semarang, who still associate the brand with functional traits such as friendliness and efficiency. The “Bercerita di Bu Lurah” campaign was implemented to align its brand image with this philosophy while delivering consumer benefits. The campaign used the AIDA structure with content marketing, advertising, media coverage, influencer marketing, direct marketing and event marketing, supported by gamification in sales promotion. The results show a decrease in the functional dimension by -4.57% and an increase in the emotional dimension by +21.59%. The campaign also retained 34 friendship groups as loyal visitors and achieved 1,685,557 impressions and 791,650 accounts reached on Instagram. Overall, the campaign successfully strengthened the brand image as an emotionally close coffee shop with meaningful consumer benefits.

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