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MediaKom : Jurnal Ilmiah Ilmu Komunikasi
Published by Universitas Mercu Buana
ISSN : 19790139     EISSN : 25974793     DOI : https://doi.org/10.22441/mediakom
Core Subject : Education, Social,
Languange, Linguistic, Communication & Media Social Sciences
MediaKom Jurnal Ilmiah Komunikasi diterbitkan oleh Magister Ilmu Komunikasi Universitas Mercu buana, terbit 2 (dua) kali dalam satu tahun yaitu edisi Juni dan Edisi Desember. Mediakom Jurnal Ilmiah Ilmu Komunikasi menerima tulisan dengan tema corporate dan marketing communication, political communication, management industri media.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 189 Documents
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THE IMPLEMENTATION OF MARKETING PUBLIC RELATIONS (MPR) AT 102BESNEAKERS Sugiar, Dadan; Saragih, Nurhayani
MediaKom : Jurnal Ilmiah Komunikasi Vol 15, No 2 (2025): Mediakom Jurnal Ilmiah Ilmu Komunikasi
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/mediakom.v15i2.29078

Abstract

This research aims to analyze the implementation of Marketing Public Relations (MPR) carried out by 102besneakers. The concept used is Marketing Public Relations (MPR) which was introduced by Thomas L. Haris in Rohmah (2018) with three strategies, namely Pull Strategy, Push Strategy and Pass Strategy. The results of this study show that the Pull Strategy carried out is to visualize products, provide rare products, conduct flash sale discount programs on Tokopedia and cross-off prices on Shopee and there is a 10 X Money Back guarantee guarantee if the goods offered prove to be non-original. Then the Push Strategy is to offer shoe products with well-known brands, establish good relationships with suppliers, participate in crowded events such as Car Free Day (CFD) as well as advertising in accordance with the focus of the orientation to be achieved and the Pass Strategy carried out is to build good relationships with customers, do social services for orphans and there are plans to sponsor certain communities such as fun football
THE ROLE OF TELEGRAM DIGITAL MEDIA FOR CLASS C STUDENTS OF UNIVERSITY DARUSSALAM GONTOR Saniah fajrin; Hasna' Titania Nabila; Siti Khoirun Nabilatuz Zahro'; Diah Rukmini
MediaKom : Jurnal Ilmiah Komunikasi Vol. 16 No. 01 (2026): Mediakom Jurnal Ilmiah Ilmu Komunikasi
Publisher : Universitas Mercu Buana

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Abstract

Telegram is a social media to communicate for all female students of University Darussalam Gontor Class C. With the limited electronic and communication tools used by female students, they use a social application called telegram to communicate with each other. In this study, researchers explained about features that are accessed by all female students and can also be accessed by other users. The Services provided by telegram social media, to the benefits they get through telegram with its many bot features and various existing channels. This type of research is qualitative descriptive research, researchers use qualitative research methods because they want to explore a fact, symptom or event of the influence of the use of telegram chat media for students of Darussalam Gontor University Class C, as female students only use telegram chat media to connect with fellow students, even with lecturers of Darussalam Gontor University though. Researchers obtain results through observation and documentation validated by triangulation of sources, methods, and time. The results of the research needed by researchers are how important this digital media is for students of Universitas Darussalam Gontor Class C with the many features of this telegram and some of the benefits of the role of digital media for female students.
VIRTUAL IDENTITY ON SOCIAL MEDIA: AN ANALYSIS OF THE SECOND ACCOUNT AND FAKE ACCOUNT PHENOMENON IN SOCIAL REPRESENTATION Agung Wibisono; Tri Febri Kurniawan
MediaKom : Jurnal Ilmiah Komunikasi Vol. 16 No. 01 (2026): Mediakom Jurnal Ilmiah Ilmu Komunikasi
Publisher : Universitas Mercu Buana

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Abstract

This research is motivated by the increasing use of social media, which encourages the formation of virtual identity through the practice of secondary accounts and fake accounts. The aim of this study is to analyze the construction of virtual identity among Generation Z within the framework of Moscovici’s Social Representation Theory (SRT), emphasizing the processes of anchoring and objectification in the formation of social meaning. The initial hypothesis suggests that digital identity is fragmented and contextual, depending on the social function of each account. This study employs a descriptive qualitative approach within the constructivist paradigm. The research subjects consisted of eight Generation Z informants who are active on social media and have alternative accounts. Data were collected through in-depth interviews, digital observation, and documentation, then analyzed using open coding, axial coding, and selective coding, along with thematic analysis based on SRT. The findings reveal that virtual identity is formed in three main layers: the main account as a curated public representation, the secondary account as a space for personal and emotional expression, and the fake account as a tool for anonymity and social observation. These results align with previous studies that position alternative accounts as impression management strategies, yet extend them within the context of social representation and power relations. The processes of anchoring and objectification are evident through digital symbols such as usernames, language styles, and interaction patterns. This study concludes that virtual identity is an adaptive and layered social construct, serving as a communication strategy for negotiating public–private boundaries, social control, and authenticity in the digital space.
PERSONAL BRANDING OF INSTAGRAM SELEBGRAM @RIANIOND THROUGH SOCIAL MEDIA Randy Alfredo Samosir Samosir; Leila Mona Ganiem
MediaKom : Jurnal Ilmiah Komunikasi Vol. 16 No. 01 (2026): Mediakom Jurnal Ilmiah Ilmu Komunikasi
Publisher : Universitas Mercu Buana

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Abstract

 Instagram has become the primary platform for individuals to build their personal brands through visual communication and digital interaction. Through consistent fashion content and a distinctive visual identity, Rian Iond has successfully established himself as a male fashion influencer specializing in the “quiet luxury minimalist” niche. This study aims to analyze how Rian Iond shapes his personal brand on Instagram based on Peter Montoya’s concept of “The Eight Laws of Personal Branding.” The study employs a postpositivist paradigm using a case study method and a qualitative approach. Data were collected through semi-structured interviews, non-participant observation of the Instagram account @rianiond, and digital documentation, and were subsequently validated using source triangulation. The results indicate that Rian Iond’s personal branding is strategically built through a consistent visual identity, with “The Law of Distinctiveness” as the most dominant element. This study concludes that visual differentiation and aesthetic consistency are the primary factors in shaping men’s fashion personal branding on Instagram.
AUDIENCE RECEPTION ANALYSIS OF PARENTING EDUCATIONAL CON-TENT ON THE YOUTUBE CHANNEL @NIKITA WILLY OFFICIAL Nafa Agustina; Siti Muslichatul Mahmudah
MediaKom : Jurnal Ilmiah Komunikasi Vol. 16 No. 01 (2026): Mediakom Jurnal Ilmiah Ilmu Komunikasi
Publisher : Universitas Mercu Buana

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Abstract

This research is motivated by the increasing interest in parenting education content on social media, particularly on the YouTube channel Nikita Willy Official. The study focuses on how audiences interpret the parenting content presented on this channel. The purpose of this research is to examine the audience’s understanding of the content and to identify the forms of reception that emerge through the application of Stuart Hall’s reception theory. This research adopts a constructivist paradigm with a qualitative approach and utilizes reception analysis to categorize audience interpretations into three positions: dominant, negotiated, and oppositional. Seven informants were purposively selected as research subjects. Data analysis was conducted through the stages of data reduction, data display, and conclusion drawing based on the Miles and Huberman model, supported by source triangulation to ensure data validity. The findings indicate that most informants occupy the dominant position, as they perceive the parenting material presented by Nikita Willy to align with their own parenting values and consider it credible. Others fall into the negotiated position by selectively adopting messages that fit their personal capabilities and circumstances, while a small number hold oppositional views. Overall, Nikita Willy’s parenting content is recognized as an informative, motivating, and beneficial resource for young parents.
LOCAL WISDOM-BASED ENVIRONMENTAL COMMUNICATION IN ECOTOURISM PRESERVATION: A CASE STUDY OF THE INDIGENOUS COMMUNITY IN THE SAWARNA BEACH AREA Muhammad Didi Ahmadi; Ade Taryana
MediaKom : Jurnal Ilmiah Komunikasi Vol. 16 No. 01 (2026): Mediakom Jurnal Ilmiah Ilmu Komunikasi
Publisher : Universitas Mercu Buana

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Abstract

The threat of environmental damage due to massive tourism activities at Sawarna Beach has the potential to degrade coastal ecosystems, necessitating a communication pattern capable of integrating nature protection with the active involvement of the local community. This study aims to analyze and describe in depth how environmental communication strategies based on local wisdom values are implemented by indigenous communities in preserving Sawarna ecotourism. The researcher argues that the integration of local traditions into environmental information dissemination patterns is proven to strengthen tourists' ecological compliance and safeguard natural resources from the exploitation of mass tourism industries. Theoretically, this study applies Robert Cox’s concept of environmental communication alongside the theory of local wisdom to dissect message construction, communication channels, and cultural interactions in ecosystem management. The method used is a qualitative case study, with data collection techniques including in-depth interviews with customary leaders, field observations at Sawarna Beach, and documentary analysis of village regulations. Data analysis shows that the indigenous community utilizes interpersonal communication, customary rituals, and oral traditions as effective channels to internalize environmental preservation norms for both external parties and the local community. In conclusion, environmental communication based on local wisdom in Sawarna has successfully created a self-reliant, harmonious, and effective ecotourism preservation model to mitigate the negative impacts of environmental degradation in coastal areas.
NAVIGATING INTERCULTURAL SPACES: A COMPARATIVE ANALYSIS OF COMMUNICATION BARRIERS, DIGITAL MEDIA UTILIZATION, AND ADAPTATION EXPERIENCES AMONG IISMA AWARDEES IN SOUTH KOREA AND MALAYSIA Melly Ridaryanthi; Vinka Patricia; Yuni Tresnawati; Eka Perwitasari Fauzi; Abdul Latiff Ahmad
MediaKom : Jurnal Ilmiah Komunikasi Vol. 16 No. 01 (2026): Mediakom Jurnal Ilmiah Ilmu Komunikasi
Publisher : Universitas Mercu Buana

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Abstract

This study examines the intercultural adaptation experiences of Indonesian undergraduate students participating in the Indonesian International Student Mobility Awards (IISMA) program, comparing awardees placed in South Korea (Hanyang University) and Malaysia (Universiti Kebangsaan Malaysia). Adopting a constructivist qualitative paradigm rooted in communication scholarship, the research investigates the interplay between cultural distance, verbal and non-verbal barriers, and contemporary digital mediation through theories of Anxiety/Uncertainty Management (AUM) and Integrative Cross-Cultural Adaptation. Data collected from in-depth interviews and institutional reports reveal that distinct cultural landscapes shape unique communicative hurdles. Awardees in South Korea faced a significant linguistic divide, rigid non-verbal hierarchies, and the pressures of an accelerated urban lifestyle (ppali-ppali). Conversely, awardees in Malaysia dealt with the subtle complexities of a multicultural society and semantic shifts within a false linguistic proximity. Across both cohorts, digital media platforms functioned as crucial adaptive mediators, providing real-time translation, logistical navigation, and psychological coping mechanisms through co-ethnic social networks. Ultimately, the findings demonstrate that overcoming these communication barriers facilitates personal and intercultural growth, illustrating the classic stress-adaptation-growth dynamic and highlighting the value of context-specific institutional preparation for international student mobility.
THE COMMUNICATION STRATEGY OF THE NGO SEKOLAH RELAWAN IN THE CROWDFUNDING CAMPAIGN FOR PALESTINE ON THE BAIKITUMUDAH.COM WEBSITE Hannanda Yusufany; Engga Probi Endri
MediaKom : Jurnal Ilmiah Komunikasi Vol. 16 No. 01 (2026): Mediakom Jurnal Ilmiah Ilmu Komunikasi
Publisher : Universitas Mercu Buana

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Abstract

The Development of information technology, particularly the internet and smartphones, has created new opportunities for non-profit organizations, including leveraging crowdfunding platforms to support social initiatives. This study analyzes the communication strategies employed by the NGO Sekolah Relawan in its crowdfunding campaign for Palestine on the website baikutumudah.com. Using a descriptive qualitative approach, data were collected through observation, interviews, and document analysis with purposive sampling techniques. The findings reveal that Sekolah Relawan successfully implemented the concept of effective communication strategies developed by Ronald Smith, encompassing situational analysis, organizational analysis, public analysis, setting objectives and goals, formulating strategic actions in response, utilizing effective communication, selecting communication tactics, implementing strategic planning, and evaluating strategic planning.
AUDIT FINDINGS COMMUNICATION BARRIERS IN PUBLIC SECTOR Ahmad Fachrudin; Adib Faishol
MediaKom : Jurnal Ilmiah Komunikasi Vol. 16 No. 01 (2026): Mediakom Jurnal Ilmiah Ilmu Komunikasi
Publisher : Universitas Mercu Buana

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Abstract

his study examines communication barriers in conveying and following up on public sector audit findings by positioning the psychological and sociological dimensions of bureaucracy as primary factors influencing audit effectiveness. The study stems from the phenomenon where public sector audit recommendations are frequently not optimally implemented on a substantive level. Existing public audit literature has predominantly focused on technical, compliance, and governance aspects. This study aims to develop a conceptual synthesis demonstrating how communication barriers generate information equivocality within the auditor-auditee relationship and subsequently impact the effectiveness of audit follow-ups. Adopting a qualitative approach, this study employs an integrative literature review method by analyzing reputable Scopus-indexed scientific articles, academic books, and relevant supporting literature encompassing organizational communication, public sector audit, resistance to change, power distance, defensive silence, and information equivocality. A thematic analysis was performed through concept classification, variable relationship synthesis, and theoretical integration to elucidate the underlying mechanisms through which audit communication barriers form within public sector organizational environments. The findings reveal that audit communication barriers represent a multidimensional phenomenon shaped by the interplay between organizational psychological and sociological factors. On the psychological dimension, audit anxiety, organizational pressures, defensive silence, and defensive routines such as cover-ups and pretense prompt auditees to restrict information disclosure, resist findings, and hinder the follow-up of audit recommendations. On the sociological dimension, a hierarchical culture characterized by high power distance and the practice of "bad news sugarcoating" amplifies information distortion before it reaches strategic decision-makers. The interaction of these dimensions generates information equivocality, a condition wherein auditors and auditees interpret audit findings dissimilarly. Consequently, audit recommendations are perceived not as instruments for organizational learning, but rather as threats to bureaucratic stability and legitimacy. This condition ultimately impairs the quality of audit follow-ups, delays corrective decision-making, and diminishes the overall effectiveness of bureaucratic reform. This study offers a theoretical contribution by developing an integrative framework that bridges organizational communication theory, organizational psychology, and public administration to explain communication failures in public sector auditing. Practically, the study recommends a paradigm shift for internal auditors from a compliance-centric approach toward a consultative role driven by engaging communication. This approach underscores interactive communication, clarification of meaning, relationship management, and cross-actor collaboration to foster organizational learning and enhance public governance effectiveness.

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