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Contact Name
Journal of Communication
Contact Email
jurnalcoms@gmail.com
Phone
+6281266060179
Journal Mail Official
jurnalcoms@gmail.com
Editorial Address
Jalan Kolonel Abunjani. Sipin. Kota Jambi
Location
Kota jambi,
Jambi
INDONESIA
Journal of Communication
ISSN : -     EISSN : 31092217     DOI : https://doi.org/10.67155/joc
Core Subject :
Journal of Communication (JoC) is a peer-reviewed academic journal published by the Communication Studies Program, Faculty of Social and Political Sciences, Universitas Nurdin Hamzah (UNH), Jambi, Indonesia. The journal aims to provide a scholarly platform for academics, researchers, and communication practitioners to disseminate research findings, theoretical discussions, and critical analyses in the field of communication. Journal of Communication (JoC) promotes interdisciplinary perspectives and welcomes contributions that explore communication phenomena in various social, cultural, political, and technological contexts. The journal particularly encourages studies that contribute to the development of communication science and media studies in both national and global contexts. The scope of the journal includes, but is not limited to, the following areas: Communication Theory and Communication Studies Public Relations and Strategic Communication Journalism and News Production New Media and Digital Communication Media Literacy and Audience Studies Political Communication and Civic Engagement Crisis Communication and Reputation Management Communication and Emerging Technologies (AI, Big Data, Digital Platforms) Visual Communication and Multimedia Studies Film and Audio-Visual Communication Media Ethics, Policy, and Regulation Journal of Communication (JoC) publishes original research articles, conceptual papers, and literature reviews that contribute to the advancement of communication scholarship. Publication Frequency Journal of Communication (JoC) is published twice a year, in June and December.
Arjuna Subject : -
Articles 21 Documents
Personal Branding and Integrated Marketing Communication on TikTok: The Marketing Strategy of Daviena Skincare's Owner @melvinahusyanti Pauzana; Muhammad Junaidi; Nazhifa Alfaini
Journal of Communication Vol. 2 No. 1 (2026): Journal of Communication
Publisher : Communication Studies Program Faculty of Social and Political Sciences Universitas Nurdin Hamzah Jambi, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67155/joc.v2i1.68

Abstract

Driven by the increasing use of TikTok as a marketing communication medium by skincare brands, the account @melvinahusyanti owned by Daviena Skincare stands out among competitors. This study aims to analyze the marketing communication strategies implemented and their impact on audience responses and sales growth. This research employs a qualitative approach using content analysis. Data were collected through observation of six TikTok videos uploaded between November and December 2025, along with documentation such as screenshots, audience comments, and analysis of visual and verbal messages. The results show that the marketing communication strategy is carried out through the development of personal branding, including educational content, product promotion, storytelling, and direct interaction with the audience. This strategy has a positive impact on increasing engagement and sales. In conclusion, the effective use of TikTok with appropriate communication strategies can enhance consumer trust and loyalty. It is recommended to maintain message consistency, improve content creativity, and manage audience responses effectively to ensure alignment with the brand image.

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