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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 269 Documents
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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

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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.
What The Adolescence Do When They Get Financial Advice from Parent? (The Mediating Role of Financial Knowledge) Satrio Tegar Gunung Koraag; Muhammad Irfan Mu'afi, S.E, M.A.B.; Virginia Ayu Sagita
Jurnal Paradigma Vol 30 No 2 (2026): July 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

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Abstract

This study investigates the influence of parental financial teaching on students’ financial behavior, with financial literacy serving as a mediating factor. An online survey was administered to 250 undergraduate students at Universitas Pembangunan Nasional “Veteran” Yogyakarta. The instrument gathered data on demographic characteristics, parental financial teaching, financial literacy, and financial behavior. Structural equation modeling was employed to test four hypotheses concerning the associations among these variables. The results reveal that financial literacy significantly and positively affects financial behavior. Moreover, parental financial teaching positively influences financial behavior both directly and indirectly through financial literacy, which functions as a mediator. These findings underscore the critical role of family financial education and financial literacy in shaping students’ financial practices. The study highlights the potential of implementing integrated educational initiatives that combine family-centered financial instruction and formal literacy programs to improve financial well-being among young adults. Nonetheless, the research is limited to a single institution and a relatively small sample size. Future studies are encouraged to expand the sample and incorporate additional variables to provide a more comprehensive understanding of the relationship between parental financial teaching, financial literacy, and financial behavior.
Implementasi komunikasi pembangunan partisipatif oleh Liberates Creative Colony dalam membangun ekosistem kreatif berkelanjutan. Muhammad Ichlasul Ihsan Tito Ghazani; Revta Fariszy
Jurnal Paradigma Vol 30 No 2 (2026): July 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

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Abstract

The development of the creative arts ecosystem in Indonesia continues to face the challenge of severe infrastructural disparities between metropolitan centers and satellite regions. Observing these inequalities within the satellite regions of Central Java and the Special Region of Yogyakarta (DIY), the Liberates Creative Colony (LCC) initiated efforts to address the issue by organizing collective community-based creative programs and events. This study aims to examine how LCC implemented participatory development communication in its efforts to build a self-sustaining creative ecosystem in Central Java and DIY during the 2019–2024 period. This research employs a descriptive qualitative method, utilizing in-depth interviews and document analysis for data collection. The data were analyzed using Bessette's (2004) Participatory Development Communication (PDC) model, which emphasizes the cyclical process of diagnosis, planning, intervention, and assessment. The findings indicate that the implementation of participatory development communication by LCC operated through a cyclical mechanism of four interconnected, sequential program phases: Ace of Decades, Arisan Warisan, Jala Skena, and Lintas Kultura. The core message of LCC's programs centers on the empowerment and development of the art activist community by facilitating creative classes and providing performance platforms. In practice, LCC utilized the evaluation results of completed programs as the catalyst for the diagnosis phase of subsequent programs. Active participation was evidenced by a consistent trend of participant involvement carrying over from initial programs into subsequent ones. Grounded in the cultural adaptations present within the community, LCC implemented the overarching phases of the PDC framework by efficiently and effectively tailoring the detailed stages. This study concludes that LCC successfully activated a network of creative art activists to serve as social infrastructure, thereby compensating for material limitations. Ecosystem sustainability was achieved not merely through event organization, but through capacity building, which has proven effective in cultivating new local actors equipped with autonomous and empowered collective initiatives in their respective regions.
KOMUNIKASI STRATEGIS DALAM INTERNALISASI NILAI - NILAI BELA NEGARA DI UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” YOGYAKARTA Selviana Octavia Ramadhanty; Medi Trilaksono Dwi Abadi
Jurnal Paradigma Vol 30 No 2 (2026): July 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

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Abstract

This study was motivated by the gap between the identity of the “Veteran” National Development University of Yogyakarta as a National Defense Campus and the students’ National Defense Index scores, which have not yet met the institution’s targets. This situation indicates that the internalization of National Defense values has not yet been fully realized in students’ attitudes and behaviors. This study aims to analyze the process of strategic communication and the role of organizational culture in internalizing National Defense values among students at Universitas Pembangunan Nasional “Veteran” Yogyakarta. This study employs a qualitative descriptive approach using data collection techniques such as in-depth interviews, observation, and documentation. Research informants consisted of public relations staff, National Defense program administrators, lecturers, student organization leaders, students, and external parties. The research analysis utilized the concept of Strategic Communication and the Cultural Approach to Organizations theory by Clifford Geertz and Michael Pacanowsky, which views organizations as systems of meaning formed through communication. This theory is analyzed through cultural performances in the form of corporate stories, personal stories, and collegial stories to understand the process of formation, dissemination, and interpretation of Bela Negara values on campus. The results of the study indicate that strategic communication at Universitas Pembangunan Nasional “Veteran” Yogyakarta is implemented through academic programs, student activities, and media Keywords: Strategic Communication, Organizational Culture, National Defense, Internalization of Values.

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