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Paradigma: Jurnal Masalah Sosial, Politik, dan Kebijakan
Published by Universitas Pembangunan Nasional Veteran Yogyakarta
ISSN : 14103133     EISSN : 28291778     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management Library & Information Science
Jurnal online Paradigma mengundang peneliti dan akademisi untuk menuliskan hasil penelitiannya untuk dipublikasikan sesuai dengan tema-tema di bawah ini kebijakan di bidang : (1) Ilmu Administrasi Bisnis; (2) Ilmu Hubungan Internasional dan (3) Ilmu Komunikasi.
Arjuna Subject : -
Articles 6 Documents
 1 
Search results for , issue "Vol 30 No 1 (2026): January 2026" : 6 Documents clear
Membentuk Identitas Muslimah Modern: Strategi Pemasaran Digital UMK Hijab di Makassar Syam, Syachriani; Utami, Dian Gita Utami
Jurnal Paradigma Vol 30 No 1 (2026): January 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/paradigma.v30i1.15484

Abstract

BIAH hijab is a small local business in the fashion industry that produces various types of hijabs, collaborates with local tailors, and utilizes digital platforms as its primary marketing medium. Despite these efforts, the brand faces low awareness, resulting in many potential customers being unfamiliar with BIAH Hijab and a number of transactions being canceled. In the current digital era, people increasingly obtain information through the internet, creating opportunities for digital marketing to address these issues. This study aims to assist BIAH Hijab in overcoming promotional challenges and improving brand visibility. The research employs a descriptive qualitative method. Data were collected through observation, interviews, and documentation, and analyzed descriptively using a SWOT framework to assess strengths, weaknesses, opportunities, and threats. The analysis reveals that BIAH Hijab has strong product quality and local partnerships but faces weaknesses in promotional consistency. Opportunities exist in expanding digital marketing channels and influencer collaborations, while threats include intense market competition. The study recommends that BIAH Hijab develop a structured digital marketing strategy, strengthen collaborations with external partners, and leverage data analytics to enhance campaign performance. Keyword: Digital Marketing, BIAH hijab, SWOT, Social Media, Muslimah Fashion
Understanding Indonesia's BRICS Membership from Role Theory: - Nugraha, aryanta; Madu, Ludiro; Mulyanto, Indro Herry
Jurnal Paradigma Vol 30 No 1 (2026): January 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

President Prabowo’s decision to pursue full membership in BRICS marks a strategic departure from the cautious stance of former President Joko Widodo, who in 2023 hesitated over concerns that such a move might compromise Indonesia’s Free and Active foreign policy. This paper explores why Indonesia, a country that traditionally committed to non-alignment and ASEAN centrality, becomes a member in a forum often perceived a counterbalance to the Western-led international order. This raises question, what motivated Indonesia in formally entering into BRICS grouping. Employing Role Theory, the paper argues that Indonesia's bid reflects a strategic effort to assert its role as an independent "Bridge Builder" and "Voice for the Global South." It further argues that ambition is complicated by challenges that could potentially strain Indonesia's leadership within ASEAN and its relationship with Western partners. The study employs qualitative content analysis of primary sources, including presidential speeches and media discourse. The findings reveal that Indonesia's entry into BRICS is a test of its ability to navigate competing roles within a polarised international system, underscoring the relevance of role theory in understanding emerging middle powers in multilateralism.
Sekuritisasi dan Nasionalisme dalam Narasi Pengungsi Rohingya di Bangladesh Khairunnisa Girinoto, Athiyyah Puja
Jurnal Paradigma Vol 30 No 1 (2026): January 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/paradigma.v30i1.15978

Abstract

This paper analyzes how the security narrative regarding Rohingya refugees is shaped by the Bangladeshi government through the process of securitization. Initially, the government's response to the influx of Rohingya refugees, following the 2017 ethnic cleansing in Myanmar, was dominated by a humanitarian narrative. However, as the refugee numbers exceeded 1.2 million, this phenomena led to increasing domestic pressures related to socio-economic burdens, resource competition, and social tension, the narrative shifted towards national security concerns. This paper use the Copenhagen School’s securitization theory and a qualitative case study method with discourse analysis in order to find how the Bangladeshi government, as the securitizing actor, uses specific speech acts such as framing refugees as a 'burden' and 'regional threat' to elevate the issue from a humanitarian crisis to a national security threat. This process is amplified by exclusive nationalism in the media, creating an 'us vs them' dichotomy that isolates refugees. The successful securitization has legitimized restrictive policies, including mobility restrictions and relocation to Bhasan Char Island. This demonstrates that securitization serves as a political tool to reshape policy and public perception in the name of national security
Experiential Marketing in the Street Coffee Phenomenon of Yogyakarta kusumantara, desta noer; Haq, Mochammad Fauzul
Jurnal Paradigma Vol 30 No 1 (2026): January 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

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Abstract

The current development of the coffee industry shows remarkable growth. Coffee businesses have experienced an increase driven by the rising trend of coffee drinking (“ngopi”) among young people. The emergence of the Street Coffee phenomenon is one of the cultural expressions of this trend, spreading across various social groups. In Yogyakarta, the Street Coffee phenomenon has grown due to a shift from the conventional practice of drinking coffee in indoor coffee shops to enjoying it in roadside settings. One notable Street Coffee establishment in Yogyakarta is Kedai 31 Bloc. This study aims to explore the experiential marketing strategies implemented by Kedai 31 Bloc. Using a qualitative descriptive method, data were collected through in-depth interviews with the café’s employees. The study employs the experiential marketing component model to analyze the strategies utilized by the café in its efforts to increase customer engagement and attract more consumers. Keyword: Coffee Businesses, Experiential Marketing, Street Coffee Phenomenon.
Perubahan Kebijakan Publik Akibat Media Framing Pemberitaan Rencana Penghapusan Gas Tabung Elpiji Setyaningtyas, Emilya; Sihombing, Aprida Mardelina; Anita Yunia
Jurnal Paradigma Vol 30 No 1 (2026): January 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/paradigma.v30i1.16380

Abstract

The 3-kilogram (kg) LPG cylinder is a primary energy source for low-income households and micro-enterprises in Indonesia. In February 2025, the government implemented a policy restricting the sale of subsidized 3 kg LPG exclusively through registered distribution bases, eliminating informal retailers. This policy immediately triggered widespread public reactions and intense national media coverage. This study aims to analyze how national online media framed the LPG distribution policy and how such framing contributed to public pressure that led to policy reconsideration. Using a qualitative approach and Entman’s framing analysis model, this study examines four framing elements: problem definition, causal interpretation, moral evaluation, and treatment recommendation. Data were collected from news articles published by four major Indonesian online media outlets detik.com, kompas.com, republika.com, and liputan6.com during January–March 2025. The findings indicate that dominant media framing emphasized social injustice, limited accessibility, and weak policy communication, which amplified public dissatisfaction and accelerated government policy adjustment. This study contributes to media framing literature by demonstrating how media framing operates not only as a meaning-construction mechanism but also as a catalyst for short-term public policy change. The findings also highlight the strategic role of Government Public Relations (GPR) in managing policy communication for sensitive public issues.
When Social Responsibility Trascends Differences: Interactivity, Customer Co-Creation, and Perceived Value during a Boycott Hapsari, Nurul Retno; Sagita, Virginia Ayu; Abadi, Medi Trilaksono Dwi; Dewanti, Ida Susi; Wijayanti, Dewi Mukti
Jurnal Paradigma Vol 30 No 1 (2026): January 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/paradigma.v30i1.16457

Abstract

Interactivity in corporate social responsibility (CSR) is a significant catalyst for customer involvement, however, its role in sustaining brand value under socio-political pressure, such as boycott movements and across religious groups remains underexplored. This study examines the impact of perceived CSR interactivity on customer brand co-creation behavior (CBCB) and perceived value in the context of the Boycott, Divestment, and Sanctions (BDS) movement against Starbucks, while assessing potential differences between Muslim and Christian consumers. A quantitative approach was applied using PLS-SEM to test direct and indirect effects, alongside Multi-Group Analysis (MGA) to evaluate cross-religious responses. Data were collected from 110 Starbucks customers through online surveys using non-probability sampling. The result indicate that perceived CSR interactivity positively CBCB, which in turn enhances perceived value, confirming the mediating role of co-creation behavior. MGA reveals no significant differences between Muslim and Christian customers, suggesting that interactive CSR grounded in universal social values operates consistently across religious groups. Theoretically, this study extends Service-Dominant Logic by demonstrating that value co-creation through interactive CSR remains effective in crisis context characterized by boycott pressure. Businesses are therefore encouraged to design inclusive and interactive CSR initiatives to strengthen customer engagement and sustain brand value during reputational challenges.

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