Interaksi Online is an academic repository published by the Undergraduate Program of Communication Science, Universitas Diponegoro. It focuses on scientific research in Multimedia Journalism and Strategic Communication, providing a platform for students and researchers to explore these fields. The repository also serves as a platform for academic discussion and the dissemination of research in communication studies. The repository emphasizes openness, adhering to an open-access policy that facilitates the exchange of knowledge. Interaksi Online is published four times a year (January, April, July, and October).
Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro
CONSUMER PERCEPTION OF ME TOO MARKETING IN BLUE PLATE SUSHI ADVERTISEMENT
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.
MEMAHAMI PENGALAMAN PROSES KOMUNIKASI PARASOCIAL BREAKUP PADA PENGGEMAR K-POP DI INDONESIA
The parasocial relationship between K-Pop fans and K-pop idols is a relationship built through long term emotional attachment. Under certain conditions, the relationship can experience a rift that leads to it’s termination, known as parasocial breakup. Parasocial breakup is a process that involves a complex communication experience for the fans who undergo it. Therefore, this study aims to explore the lived experiences of the parasocial breakup communication process among K-pop fans in Indonesia. This study adopts a phenomenological approach, guided by Parasocial Relationship Theory (PSR), Parasocial Breakup Theory (PSBR), and Relationship Dissolution Theory. The informants consisted of seven K-Pop fans in Indonesia who had experienced parasocial breakup. Data collection was conducted through in-depth interviews and analyzed using Interpretative Phenomenological Analysis (IPA). The findings show that the communication processes involved in parasocial breakup are divided into two main themes: internal and external processes. Internal processes involve cognitive dissonance, reflection, and contemplation. While external processes include information seeking and management, seeking support and validation, and symbolizing disengagement from the parasocial relationship. These findings indicate that parasocial br
PENGARUH TINGKAT KONFORMITAS KELOMPOK DAN KONSEP DIRI TERHADAP PERSEPSI PERNIKAHAN PADA GENERASI MILENIAL
This study analyzes the influence of group conformity level and self-concept on marriage perception among millennials in Semarang City. The rising trend of marriage postponement among millennials underlies the urgency of this research. A quantitative approach was applied to millennial respondents (born 1981–1996) delaying marriage via purposive sampling, analyzed using multiple linear regression. Results show that group conformity has a significant negative influence on marriage perception, meaning stronger conformity to marriage-delaying group norms leads to more negative marriage perception. Conversely, self-concept has a significant positive influence, where individuals with stronger self-esteem and self-confidence tend to hold more positive marriage perceptions. Together, both variables contribute significantly in explaining the variation in marriage perception among millennials. The study recommends strengthening self-concept and developing critical attitudes toward group norms to form a more balanced marriage perception.
Representasi Kekuasaan Perempuan Maskulinistik dalam Film Eternals
This study analyzes the representation of masculine women's power in the film Eternals (2021) using Sara Mills' critical discourse approach and feminist theoretical frameworks, particularly the concepts of female masculinity and standpoint theory. Directed by Chloé Zhao, the film features four main female characters, Sersi, Ajak, Thena, and Makkari, who access powers conventionally coded as masculine within superhero narratives. The method employed is qualitative film text analysis, focusing on Mills' four levels of analysis: character, fragmentation, focalization, and schemata. The research findings demonstrate that masculine power in Eternals is not adopted directly without modification, but rather processed through negotiation with feminine concepts such as empathy, trauma, relationality, and care ethics. Sersi represents empathy-based leadership; Ajak demonstrates non-coercive spiritual power; Thena combines physical strength with psychological vulnerability; and Makkari presents inclusive female masculinity with disability representation. These representations indicate that women's power does not require sacrificing feminine identity to achieve legitimacy. The study concludes that Eternals does not merely depict women with masculine strength, but dismantles gender dichotomies by presenting power as a hybrid, fluid, contextual entity centered on women's experiences. This research provides a significant contribution to feminist discourse in popular cinema, particularly in critiquing and expanding understandings of power, heroism, and female agency within the superhero genre.
PESAN KETERBUKAAN KOMUNIKASI KELUARGA PADA SANDWICH GENERATION MELALUI FILM “1 KAKAK 7 PONAKAN”
Recently, the phenomenon of the sandwich generation has become increasingly relevant. The reality of family communication in Indonesia, which tend to be more closed, can further intensify the pressures experienced by the sandwich generation. As film served as the representation of reality, this gap is portrayed by a film director, Yandy Laurens, in the film “1 Kakak 7 Ponakan”. This study aims to describe the messages of family communication openness within the sandwich generation as portrayed in the film “1 Kakak 7 Ponakan”, as intended by the story’s writer himself. Employing a qualitative descriptive approach, this research utilizes Schleiermacher’s hermeneutic analysis as its analytical framework. The hermeneutic analysis is conducted through three stages: grammatical analysis, semantic analysis, and textual interpretation. The findings indicate that “1 Kakak 7 Ponakan” conveys messages of family communication openness among the sandwich generation, articulated through the aspects, processes, and impacts of such openness. Communication openness within the family in the film is achieved through the disclosure of personal information ranging from basic to intimate details. This openness, which is exercised within reasonable limits, has a positive impact on the family in the film. These points are represented across eleven selected scenes in the film.
Strategi Pemasaran Sosial Yayasan Setara Melalui Aktivasi Media Sosial, Sosialisasi Orang Tua, Rekrutmen Relawan, Main Event, Dan Pendampingan Anak
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 ACCOUNT EXECUTIVE DAN FINANCE MANAGER DALAM KAMPANYE KOMUNIKASI PEMASARAN DEBIURYN COSMETICS SEBAGAI PENGUATAN BRAND POSITIONING PADA KALANGAN REMAJA USIA 12–19 TAHUN DI KOTA SEMARANG
This project analyzes the “Stay Bright, Stay Youth” marketing communication campaign implemented by DeBiuryn Cosmetics, a skincare brand targeting teenagers. The campaign was designed to reinforce brand positioning, enhance brand awareness, and stimulate sales among adolescents aged 12–19 in Semarang City. An integrated communication approach was applied by combining digital marketing activities on Instagram and TikTok with offline initiatives, including the DeBiuryn Class Out event and Glow On the Booth DeBiuryn. In this project, the author assumed the roles of Account Executive and Finance Manager, acting as a liaison between the internal team, clients, and external stakeholders, preparing meeting documentation, and managing financial responsibilities. These responsibilities included budgeting, financial reporting, discount calculations, sales target planning, and the compilation of product sales data. The evaluation results reveal a substantial improvement in brand awareness, increasing from 14% to 84.8%. Moreover, the campaign exceeded the sales targets for the Youth Series products, with Youth The Better Cleanser recording sales of 112 units against a target of 90 units, while Youth Go Away Sun SPF 30+++ reached 92 units from a target of 90 units. These results indicate that a well-executed integrated marketing communication strategy can effectively strengthen brand pMositioning and drive sales growth. Furthermore, this campaign demonstrates potential for long-term development as a sustainable program to foster consumer loyalty and strengthen brand equity within the teenage skincare market.
PERAN CREATIVE DESIGN & CONTENT PLANNER DALAM STRATEGI BRANDING “COOL ENOUGH” UNTUK PENINGKATAN BRAND AWARENESS DAN BRAND ASSOCIATION DI SMOOLY SEMARANG
This research is motivated by the low level of brand awareness and brand association of Smooly, a healthy beverage brand in Semarang. Based on a survey of 200 respondents, only 30.5% were aware of the brand, and most did not understand its value as a healthy lifestyle brand. This indicates that Smooly’s communication strategy, particularly through social media, has not been optimal. This study aims to improve brand awareness and brand association through the “Cool Enough” campaign using social media management and event management strategies. The research applies Brand Equity, Brand Communication, and AISAS model as theoretical frameworks. The campaign was conducted for six weeks through Instagram, TikTok, and the “Smooly Health and Move Fest” event. The author acted as Creative Design and Content Planner responsible for visual design and content planning. The results show an increase in Instagram followers from 4,951 to 5,157, production of 20 Instagram contents and 10 TikTok videos, and an offline event attended by approximately 50 participants. These findings indicate that the campaign successfully increased brand exposure and audience engagement.
PENGARUH PERSEPSI RESPONS PENANGANAN KRISIS DAN KETEPATAN PROGRAM TERHADAP REPUTASI PT. PERTAMINA (PERSERO) PADA KASUS OPLOSAN PERTAMAX
The issue of alleged adulteration of Pertamax fuel involving PT. Pertamina (Persero) has generated various public perceptions that may affect the company’s reputation. The problem lies in the diverse public evaluations of Pertamina’s crisis response and the appropriateness of the programs implemented. This study aims to analyze the effect of perceived crisis response and program appropriateness on Pertamina’s reputation in the context of the alleged Pertamax adulteration issue. This research employs a quantitative approach based on Situational Crisis Communication Theory (SCCT). Data were collected through online questionnaire, selected using purposive sampling. Data analysis was conducted using multiple linear regression, supported by validity, reliability, classical assumption, and hypothesis testing. The results show that perceived crisis response and program appropriateness have a positive and significant effect on Pertamina’s reputation, both partially and simultaneously. Furthermore, the coefficient of determination test shows an R Square value of 0,575, indicating that 57,5% of the variation in reputation is explained by perceived crisis response and program appropriateness, while the remaining 42,5% is influenced by other factors outside this study.
PROGRAM GOVERNMENT PUBLIC RELATIONS UNTUK MENINGKATKAN PARTISIPASI MASYARAKAT KOTA SEMARANG DALAM MENGGUNAKAN LAPOR SEMAR SOLUSI AWP SEBAGAI KANAL PENGADUAN RESMI KOTA SEMARANG SEBAGAI STRATEGIC MANAGER & CONTENT PLANNER
Although Lapor Semar Solusi AWP has been launched as a public complaint channel, the number of users of this service is still not proportional to the population of Semarang City. Initial survey results indicate that some people are not fully aware of the service's existence, while others still doubt the follow-up of submitted reports. This condition indicates a gap between the public's need to express aspirations and the level of use of official complaint channels. This field of work aims to implement a Government Public Relations strategy to increase awareness, trust, and public participation in the use of Lapor Semar Solusi AWP. The communication program is implemented through the Cipta Seni Bahana Aspirasi #NgadudiLaporSemar campaign implemented through Goes to School, Goes to Campus, Goes to RW (Community Unit) activities, as well as main events that combine educational approaches and public interaction. The campaign is also strengthened through the use of digital media and media publications to expand the reach of information. The implementation results show that the implemented communication strategy is able to increase public awareness, strengthen trust in the service, and encourage an increase in the number of users
PENGARUH INTENSITAS TERPAAN KAMPANYE ANTI-ROKOK DI AKUN INSTAGRAM @koalisibebas_tar DAN TINGKAT KONFORMITAS TERHADAP TEMAN SEBAYA TERHADAP KEPUTUSAN BERHENTI MEROKOK MAHASISWA
The high prevalence of smoking among young people in Indonesia, particularly university students, remains a serious public health concern. This study examines the influence of the intensity of anti-smoking campaign exposure on the Instagram account @koalisibebas_tar and the level of peer conformity on university students' decision to quit smoking. The theoretical framework used is the Elaboration Likelihood Model (ELM) developed by Petty and Cacioppo (1986), which explains that attitude change occurs through two persuasion routes: the central route (deep message processing) and the peripheral route (superficial processing based on external cues). This study employs a quantitative explanatory approach using a survey method. Data were collected through questionnaires distributed to 100 respondents who are students of FISIP Universitas Diponegoro and have consumed content from the @koalisibebas_tar Instagram account. Data were analyzed using hierarchical multiple linear regression. The results show that anti-smoking campaign exposure (X) significantly influences the decision to quit smoking (Y) with a correlation coefficient of R = 0.581 (sig. 0.000). When mediated by peer conformity, the correlation increases to R = 0.640 (sig. 0.002), demonstrating that peer conformity strengthens the relationship between campaign exposure and quit-smoking decisions.
Peran Data Analyst, Administration & Finance, dan Event Strategist Dalam Strategi Pemasaran Sosial Yayasan Setara Melalui Aktivasi Media Sosial, Sosialisasi Orang Tua, Rekrutmen Relawan, Main Event, dan Pendampingan Anak
Yayasan Setara faced the challenge of low brand awareness which hindered public participation and the effectiveness of its social programs. To address this, the program was designed utilizing a Social Marketing Theory approach combined with an Integrated Marketing Communication (IMC) strategy, encompassing public relations, direct marketing, and event marketing. All activities were focused on integrating community socialization, volunteer recruitment, and child advocacy programs to ensure consistent messaging that effectively influenced the audience’s social behavior. The campaign implementation involved the crucial roles of Data Analyst, Administration & Finance, and Event Strategist. The results of the implementation demonstrated significant achievements across both reach and engagement metrics. The primary impacts were an increase in information reach and the successful expansion of collaboration networks, proving a strengthened community commitment to child protection. Furthermore, the rise in public participation and awareness confirmed that the integrated communication strategy was well-received and processed effectively by the target audience in Semarang.
DISEMINASI PENGETAHUAN TENTANG TOKOH KI NARTOSABDHO MELALUI EVENT FESTIVAL SEABAD NADA DAN WARISAN KI NARTOSABDHO KEPADA PEGIAT SENI MAHASISWA DI KOTA SEMARANG SEBAGAI CREATIVE MANAGER & GRAPHIC DESIGN, DOKUMENTASI, LOGISTIK, DAN EVENT EXECUTOR
By.U is a digital cellular service launched by Telkomsel that specifically targets Generation Z and young digital users. Despite its positioning as a youth-oriented digital provider, the level of by.U usage among high school and vocational school students in Semarang remains relatively low. A preliminary survey conducted among 814 students from four schools affiliated with Telkomsel’s educational platform, Skul.id, revealed that only 5,7% or 46 students were active users of the by.U SIM card. In addition, the survey indicated a relatively high level of perceived risk toward the service at 52,2%, accompanied by low purchase intention of only 20,8%. To address this issue, an Integrated Marketing Communication (IMC) campaign was designed and implemented through two main programs, namely the “by.U On The Move” and the “by.U Inter-School Digital Challenge.” The campaign utilized a combination of offline activation and digital communication strategies, including media relations, social media marketing, influencer marketing, and event marketing. These activities were designed to encourage students to move through the stages of attention, interest, desire, and action, following the Hierarchy of Effects model in marketing communication. The implementation of the campaign demonstrated significant results. The perceived risk among students decreased from 52,2% to 19,5%, indicating improved trust toward the service. Meanwhile, purchase intention increased from 20,8% to 72,8%. In addition, the number of active by.U users increased from 46 students to 118 students across the targeted schools. As a Project Manager, the author was responsible for planning, coordinating, and supervising the entire campaign process, from the planning stage to implementation and evaluation. This report documents the effectiveness of the implemented communication strategies and provides practical insights for future integrated marketing communication campaigns targeting youth audiences.
PENGARUH PERCEIVED ATTRACTIVENESS OF NOSTALGIC APPEALS DAN PERCEIVED COLLECTIVE NOSTALGIA TERHADAP PURCHASE INTENTION PADA PRODUK KOLABORASI EDISI NOSTALGIA CHIKI BALLS X RANGGA & CINTA: THE REBIRTH OF AADC
Chiki, a snack brand under PT Indofood CBP Sukses Makmur Tbk, faces intense competition in Indonesia’s snack industry. To strengthen its brand appeal, Chiki launched a nostalgic edition of Chiki Balls in collaboration with the film “Rangga & Cinta: The Rebirth of Ada Apa Dengan Cinta?”. This strategy employed nostalgic appeals and collective memory to evoke consumers’ past memories. Although nostalgic appeals and collective nostalgia are theoretically associated with higher purchase intention, empirical evidence in the Indonesian snack industry remains limited. This study aims to examine the effect of these two variables on purchase intention toward the Chiki Balls x Rangga & Cinta nostalgic collaboration product. This study employs a quantitative approach with the Theory of Planned Behavior as its theoretical foundation. Data were collected from 155 respondents selected through purposive sampling and analyzed using multiple linear regression analysis. The finding show that perceived attractiveness of nostalgic appeals and perceived collective nostalgia have a positive and significant effect on purchase intention, with a significance value of 0.000 < 0.05.
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
In the increasingly competitive skincare industry, DeBiuryn Cosmetics faces challenges related to low brand awareness (14.6%) and suboptimal product sales among adolescents in Semarang. This study explains the implementation of an integrated marketing communication campaign titled “Stay Bright, Stay Youth,” which aims to strengthen brand positioning and increase consumer engagement through digital and offline strategies. The campaign utilized Integrated Marketing Communication (IMC) by combining digital activation through Instagram and TikTok, as well as experiential marketing activities such as DeBiuryn Class Out and Glow On the Booth. The evaluation results show a significant increase in brand awareness from 14.6% to 84.8%, along with improved product sales exceeding the initial targets. This success demonstrates that an integrated communication strategy effectively enhances brand visibility, strengthens positioning, and drives consumer purchase behavior in the teenage skincare market
Pola Komunikasi Anak Perempuan Tionghoa di Kota Dumai dalam Struktur Keluarga Patriarki
Communication discrimination frequently occurs in Chinese ethnic families that continue to perpetuate a patriarchal system. This study aims to examine the forms of communication discrimination and analyze the communication patterns of Chinese daughters dominated by a patriarchal family structure. This research employs a qualitative method with an ethnographic approach. Data collection was conducted through semistructured in-depth interviews with five daughters of Chinese descent. Data analysis utilized thematic analysis to interpret patterns of meaning. The results indicate that communication discrimination manifests through epistemic injustice and symbolic violence, where the voices and capacities of daughters are underestimated due to gender bias. The resulting communication pattern operates within a high power distance structure, rendering the father's authority absolute and indisputable. In response to this repression, daughters employ self-silencing strategies to avoid conflict and practice covert resistance. It is concluded that these gender-biased cultural practices place daughters in a subordinate position that silences their agency, highlighting the need for reconstruction towards an egalitarian family communication pattern.
PROGRAM GOVERNMENT PUBLIC RELATIONS UNTUK MENINGKATKAN PARTISIPASI MASYARAKAT KOTA SEMARANG DALAM MENGGUNAKAN LAPOR SEMAR SOLUSI AWP SEBAGAI KANAL PENGADUAN RESMI KOTA SEMARANG SEBAGAI PUBLIC RELATIONS DAN EVENT MANAGER
This fieldwork report discusses the use of Government Public Relations strategies, event activation, and media publication to increase public awareness and participation toward the Lapor Semar Solusi AWP public complaint service in Semarang City. The campaign was carried out through the Main Event “Cipta Seni Bahana Aspirasi” at CFD Simpang Lima as the opening activation, followed by a series of outreach activities: Goes to Campus, Goes to School, and Goes to RW. The results show significant achievements. The Main Event attracted 100 audiences, while the outreach series generated 464 new users. Media publication was also effective through collaboration with 13 Forwakot media outlets, two radio stations, as well as press releases published on the Lapor Semar and Semarang City Government websites. As the Public Relations and Event Planner, the author managed external communication, media publication, and collaboration with schools, faculties, RW communities, and media partners. The author also prepared the rundown, conducted venue surveys, coordinated with Diskominfo, arranged talents, and ensured that the Main Event ran safely, orderly, and in line with campaign objectives. This report demonstrates that the combination of targeted PR strategies and interactive event activation effectively strengthens public awareness, trust, and participation toward the Lapor Semar Solusi AWP service.
PENGARUH TERPAAN INFORMASI DERETAN KASUS POLRI DAN CITRA POLRI SEBAGAI INSTITUSI NEGARA TERHADAP KEPERCAYAAN PUBLIK PADA KEPOLISIAN REPUBLIK INDONESIA
Public trust in state institutions is a crucial indicator in assessing the effectiveness of their performance. In this context the Indonesian National Police (POLRI) is one of the most scrutinized institutions by the public due to its central role in society. In recent years, POLRI has been exposed to extensive media coverage regarding a series of cases involving the institution. As a result, many members of the public have expressed criticism and evaluations through social media platforms. This study aims to examine the effects of information exposure on public trust in POLRI, as well as the effect of POLRI’s image on public trust in the Indonesian National Police. This study employs a quantitative approach using method through questionnaire distributed to 152 respondents residing in the JABODETABEK area, aged between 18 and 45 years, who actively using use social media and have previously received services from POLRI. The data were analyzed using simple linear regression. The results indicate that both information exposure and POLRI’s image have a significant effect on public trust, with significance values of ,018 and ,000 respectively. The findings also reveal that the majority of respondents have a low level of information exposure (51,33%) and perceive POLRI’s image negatively (73,33%). Despite the relatively low level of information exposure, the results show that the low level of public trust in POLRI (54,66%) is significantly influenced by both information exposure and POLRI’s image.
THE ROLE OF ACCOUNT EXECUTIVE AND SOCIAL MEDIA SPECIALIST IN DEVELOPING AN INTEGRATED MARKETING COMMUNICATION STRATEGY TO INCREASE PRODUCT USAGE CONVERSION OF BY.U BY TELKOMSEL
By.U, a digital cellular service launched by Telkomsel is a provider that specifically targets Generation Z and young Digital users. Despite its positioning as a young-oriented digital provider, along with its efforts which align with the young generation needs, the level of by.U usage among high school students in Semarang remains relatively low. A preliminary survey conducted among 814 students from four selected schools affiliated with Telkomsel educational platform, Skul.Id, revealed that only 5.7% (46 students) were active users of the by.U SIM card. the survey also indicated a high level of perceived risk towards by.U service at 54.5%, along with a low purchase intention of only 20,8%. In response to these challenges, an Integrated Marketing Communication (IMC) strategy was designed and implemented through the campaigns, namely “by.U On The Move!” And the “by.U Inter-School Digital Challenge”. These campaigns aimed to increase brand trust, reducing perceived risk, and increasing the purchase desire among students by providing direct experiential interactions with the product through both offline and online activation. The implementation of the campaign resulted in significant improvements across various key indicators. The number of by.U users among students increased from 46 users (5.7%) to 118 users (14.5%). Along with that, the level of perceived risk toward by.U service decreased substantially frm 54.5% to 19,5%. Additionally, the students purchase intention toward by.U showed a considerable increase, inclined from 20,8% to 72.8% following the implementation and exposure of the by.U On The Move and by.U Interschool Digital Challenge Campaign. As an Account Executive and Social Media Specialist, the author was responsible for managing client communication, coordinating stakeholders, as well as executing digital communication strategies, including media partners and influencer collaboration. This report documents the effectiveness of the implemented communication strategies and provides insights for future integrated marketing communication campaigns targeting youth audiences.
STRATEGI KOMUNIKASI PENINGKATAN ENGAGEMENT (LIKE, SHARE, DAN COMMENT) TIKTOK @UNIVERSITAS DIPONEGORO DAN INSTAGRAM @UNDIP.OFFICIAL MELALUI PRODUKSI KONTEN VIDEO SEBAGAI DATA EXECUTIVE DAN COPYWRITER
Along with the rapid development of information technology, Diponegoro University (UNDIP) actively utilizes digital communication channels as a strategic tool to strengthen its institutional image and reputation. As a higher education institution targeting Generation Z, UNDIP faces challenges in creating effective interactions through social media, particularly on the TikTok platform. Content delivery that tends to be overly formal and one-directional often fails to capture the interest of younger audiences who prefer a more human-centered, inclusive, and interactive communication approach. This project aims to design and implement a communication strategy through the program “Jejak UNDIP” to increase engagement levels such as likes, shares, and comments on the TikTok account @undip.official. Through systematically produced video content, the project focuses on several content pillars, including highlighting the human side of campus life, introducing facilities such as Electric Buggy through the Smart & Eco Campus campaign, and showcasing student achievements. The implementation results indicate that shifting the communication style from a formal and segmentative approach to a more interactive one has proven effective in significantly increasing audience participation. This rise in engagement not only expands the reach of information dissemination but also strengthens UNDIP’s image as a modern, adaptive, and relevant university for Generation Z.
KAMPANYE PENINGKATAN PENGETAHUAN MAHASISWA UNDIP, UDINUS, DAN UNIKA SOEGIJAPRANATA TERHADAP BUS WISATA KOTA SEMARANG SEBAGAI ALTERNATIF STRESS RELIEF DALAM PERSPEKTIF MEDIA PLANNER, LOGISTIK, DAN VIDEOGRAFER
This study aims to analyze the effectiveness of the Bus Wisata Kota Semarang program as an alternative stress relief for university students. The research focuses on strategies employed by the media planner, logistics/production team, and videographer to enhance student awareness and engagement. Data were collected through surveys, social media analytics, and direct observation of events such as Roadshow to Campus, Car Free Day preevents,special holiday events, and the Treasure Hunt main event. Findings show that integrated offline and online communication strategies, including collaboration with media partners, Instagram Ads, and Key Opinion Leaders (KOLs), successfully increased student knowledge and participation. Specifically, 84.2% of students answered mini-game questions correctly during campus roadshows, while social media engagement grew with 28 content posts, follower increase from 2,718 to 3,806, reach of 99,142, and an engagement rate rise from 4.41% to 5.89%. The results indicate that a structured, consistent, and multimedia-based campaign can effectively promote the Bus Wisata Kota Semarang program, supporting students’ stress relief while strengthening public awareness of local tourism.
PROGRAM KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN REVENUE F&B 11/12 ROOFTOP BAR SEMARANG SEBAGAI EVENT MANAGER
The food and beverage (F&B) industry continues to grow and contributes significantly to Indonesia’s economy. However, 11/12 Rooftop Bar Semarang experienced fluctuating revenue and failed to meet its sales targets compared to the previous year. This study aims to analyze the implementation of a marketing communication program to increase F&B revenue through event-based strategies. This study applies the Integrated Marketing Communication (IMC) Mix approach, integrating advertising, social media marketing, public relations, direct marketing, event marketing, and sales promotion. The programs implemented include Korokke Halloween Night, After Track, Sunset Rooftop Yoga, and promotional strategies such as Buy 1 Get 1 and KTM 10%. The results show that the program successfully increased revenue by 7.26%, exceeding the initial target of 7.02%. The Event Manager played a significant role in planning, coordinating, and executing the programs effectively. The success of the program is reflected in the achievement of Key Performance Indicators (KPI) for each event.
KAMPANYE PENINGKATAN PENGETAHUAN MAHASISWA UNDIP, UDINUS, DAN UNIKA TENTANG BUS WISATA KOTA SEMARANG SEBAGAI ALTERNATIF STRESS RELIEF
Academic pressure often cause students to experience high levels of stress, creating a need for alternative stress relief activities. The Semarang City Tour Bus, provided by the Semarang City Government, has the potential to serve as both a recreational facility and an educational medium to introduce various tourist destinations in Semarang. However, students’ level of knowledge of this service remains relatively low. Therefore, this professional project aims to increase the knowledge and interest of students from Diponegoro University, Dian Nuswantoro University, and Soegijapranata Catholic University in the Semarang City Tour Bus as an alternative stress relief. The campaign team designed a communication strategy by integrating cyber public relations, advertising, event and experiences, and collaboration with Key Opinion Leaders (KOL). The team delivered campaign messages through Instagram and a series of events as the main communication channels by applying the AISAS Model. In its implementation, the author carried out the roles of strategist planner, event manager, and director. The campaign results show an increase in student knowledge from 20% to 87.6% and successfully collected a total of 537 student databases throughout the campaign activities
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
The low level of student awareness regarding the Semarang City Tour Bus served as the background for implementing a communication campaign aimed at increasing understanding of the service as an alternative form of stress relief, as a preliminary survey of 115 students indicated that only approximately 20% were aware of its existence. This study analyzes the implementation 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, the author served as Account Executive, Producer, Administration Manager, and Photographer during the period of December 2025 to March 2026. The results show that the integrated communication strategy successfully increased students’ awareness and encouraged their interest in utilizing the Semarang City Tour Bus as a recreational activity and an alternative form of stress relief.
Kampanye Peningkatan Pengetahuan Mahasiswa Undip, Udinus, dan Unika terhadap Bus Wisata Kota Semarang sebagai Alternatif Stress Relief dalam Peran sebagai Creative/Copywriter, Finance Manager, Dan Video Editor
Students are a group that is vulnerable to academic and social pressures, making recreational activities important as a form of stress relief. One of the recreational alternatives available in Semarang City is the Semarang City Tour Bus, which provides a free and educational city tour service. However, preliminary research shows that the level of student awareness of this service is still relatively low. Based on a survey of 115 students from Diponegoro University Pleburan, Dian Nuswantoro University, and Soegijapranata Catholic University, only around 20% of respondents were aware of the existence of the Semarang City Tour Bus. Therefore, this field project aims to increase students’ knowledge of the Semarang City Tour Bus as an alternative form of stress relief through the implementation of an integrated communication campaign. The campaign was carried out from December 2025 to March 2026 using communication strategies that combine cyber public relations, advertising, event and experiences, and collaboration with Key Opinion Leaders (KOL). In this field project, the author took roles as Creative/Copywriter, Finance Manager, and Video Editor, responsible for developing visual concepts, managing the campaign budget, and editing onboard infotainment videos. The results show that the implemented communication strategies were able to increase students’ knowledge and encourage their interest in utilizing the Semarang City Tour Bus as a recreational facility and an alternative means of stress relief.
PERENCANAAN STRATEGI KOMUNIKASI PEMASARAN TERPADU (IMC) DALAM MENDORONG KONVERSI PENGGUNAAN PRODUK BY.U BY TELKOMSEL SEBAGAI PROJECT MANAGER
DISEMINASI PENGETAHUAN TOKOH KI NARTOSABDHO MELALUI EVENT FESTIVAL SEABAD NADA DAN WARISAN KI NARTOSABDHO KEPADA PEGIAT SENI MAHASISWA DI KOTA SEMARANG SEBAGAI PROJECT MANAGER, SPONSORSHIP MANAGER, MEDIA PLANNER, KOORDINATOR LAPANGAN, TENANT MANAGER
This study analyzes the dissemination of knowledge regarding Ki Nartosabdho through the cultural event “Festival Seabad Nada dan Warisan Ki Nartosabdho” targeting student art communities in Semarang. The increasing dominance of global popular culture has contributed to the declining awareness of local cultural figures among younger generations. This research employs a qualitative approach with an implementation-based method, utilizing Integrated Marketing Communication (IMC) as the conceptual framework. The festival integrates various communication tools, including advertising, public relations, and experiential events. Findings reveal that the program successfully enhances participation, knowledge, and cultural appreciation among participants. The study concludes that cultural festivals supported by integrated communication strategies can effectively bridge the gap between interest and knowledge in cultural preservation.
PENGARUH DAYA TARIK BRAND AMBASSADOR DAN INTENSITAS KOMUNIKASI ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BELI PRODUK CLEO
The increasing trend of healthy lifestyles in Indonesia has driven the consumption of bottled drinking water and intensified industry competition. Cleo utilizes celebrity family brand ambassadors and electronic word of mouth (e-WOM) communication to strengthen its position as a healthy drinking water choice for families. However, a gap remains, as indicated by consumer skepticism toward product claims. This study aims to analyze the influence of brand ambassador attractiveness and e-WOM intensity on purchase intention toward Cleo products using the source attractiveness model and integration information theory. The research employs a quantitative explanatory approach with purposive sampling of 100 respondents aged 18–35, and data are analyzed using simple linear regression. The results show that both variables have a positive effect on purchase intention, with brand ambassador attractiveness having a more dominant influence than e-WOM intensity.
AKTIVISME DIGITAL & RUANG PUBLIK: ANALISIS PERCAKAPAN KOMUNIKASI PADA TAGAR #RESETINDONESIA DI PLATFORM X
The development of digital technology has transformed patterns of political participation in society through the practice of digital activism on social media. The #ResetIndonesia hashtag on platform X emerged during the August 2025 political demonstrations as a symbol of digital resistance against government policies. The objective of this study is to identify the themes of public conversations formed within the digital activism of #ResetIndonesia and to examine the forms of emotions expressed in these conversations. This research employs a qualitative approach with a descriptive research type using Braun dan Clarke’s thematic analysis method. The data were collected from tweets containing the #ResetIndonesia hashtag on platform X during the period of August 28 to September 11, 2025 through a web scraping technique. Findings reveal five dominant themes: sentiment toward government institutions, the crisis of justice in Indonesia, reflections on national conditions, acts of resistance, and public solidarity. The discourse manifests intense affective engagement through emotions such as anger, hatred, and hope. Grounded in theories of digital activism, connective action, and affective publics, this research explains how personal emotions in digital spaces can form networks of collective political participation on social media.
PERAN PROJECT MANAGER DAN ACCOUNT EXECUTIVE PADA KAMPANYE “TERBUKA UNTUK SEMUA, BERGERAK BERSAMA WARGA #KULIKDIPORTALSAMAWA” SEBAGAI UPAYA BRAND COMMUNICATION UNTUK MENINGKATKAN BRAND AWARENESS SERTA USER PORTAL SEMARANG SATU DATA DAN SAMAWA (SEMUA DATA UNTUK WARGA)
The campaign “Terbuka untuk Semua, Bergerak Bersama Warga #KulikdiPortalSAMAWA” aimed to increase awareness and service usage of Portal Semarang Satu Data and SAMAWA. It applied an IMC strategy through events, direct marketing, public relations, and digital campaigns on Instagram @samawa.smg, involving Project Manager and Account Executive roles. Results showed awareness increased by 30.8% (Portal Semarang Satu Data) and 62.7% (SAMAWA), and increase Instagram reach to 10,282 with increase Instagram reach to 10,282with 127,242 visits and 19 service requests, indicating improved public awareness and utilization.
PENGALAMAN KONSUMSI MUSIK PENGGUNA SPOTIFY YANG MENGGUNAKAN PLAYLIST REKOMENDASI BERBASIS ALGORITMA PLATFORM
The presence of recommendation features on Spotify illustrates the dynamic relationship between users’ music choices and the platform’s guidance. Although recommendation features offer certain conveniences to users, they do not always steer users’ music consumption toward accepting the platform’s curated selections. Each user has a subjective interpretation of their experience using recommendation features, shaped by a process of deep and ongoing reflection. This study employs a qualitative method with a phenomenological approach and the Interpretative Phenomenological Analysis (IPA) technique to understand Spotify users’ subjective interpretations of platform-guided music consumption through personalized playlists. The concepts and theories utilized in this study include digital music consumption, platformization, user agency, and Folk Theories of Algorithms. The results of this study indicate that users’ reflection processes regarding recommended playlists are shaped by three main factors: the purpose of using the feature, negative feelings toward recommendations, and users’ algorithmic knowledge. Furthermore, these reflections give rise to a number of strategies employed by Spotify users to manage their personal music consumption within the recommendation ecosystem. These strategies include rejecting specific recommendations, navigating algorithms, and a tendency to prioritize personal playlists as a means of enjoying music in a more directed, personal, and contextual manner.
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
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.
THE ROLE OF STRATEGIST MANAGER AND EVENT MANAGER IN “TILIK JIWA” CAMPAIGN STRATEGY TO INCREASE AWARENESS AND PARTICIPATION IN MENTAL HEALTH SCREENING BY DINAS KESEHATAN KOTA SEMARANG
Mental health remains a taboo topic in society. This is especially true for the younger generation, who still have low levels of awareness and knowledge, as well as stigma in society towards mental health screening services. In the city of Semarang, particularly in the Banyumanik and Tembalang districts, this has become one of the main causes of low community participation in mental health screening services. To overcome this particular obstacle, the Tilik Jiwa campaign was developed in collaboration with Dinas Kesehatan Kota Semarang to increase community awareness and participation in mental health screening services. The strategy for the Tilik Jiwa campaign was designed based on 3 conceptual frameworks. This strategy was designed based on the situation analysis of 236 respondents. The implementation of the strategy increased awareness by 87.79 percentage points, knowledge by 89.33 percentage points, and reduced the level of stigma towards mental health screening services to only 12.3%. In addition, the Tilik Jiwa campaign succeeded in increasing overall participation by 36% or 86 people. These results indicate that the communication strategy and the implementation have become an integrated and effective communication strategy.
PENGARUH INTENSITAS MENONTON KONTEN SKETSA KOMEDI DI TIKTOK DAN BRAND IMAGE TERHADAP KREDIBILITAS SUMBER PADA OWN MEDIA BANK MEGA
This study analyzes the influence of comedy sketch viewing intensity and brand image on the credibility of Bank Mega's communication sources on TikTok. Using a quantitative approach, a survey was conducted among 353 TikTok users who had watched the bank's comedy content. Data were analyzed using multiple linear regression via SPSS. The results indicate that, both simultaneously and partially, viewing intensity and brand image have a positive and significant effect on source credibility. An Adjusted R Square value of 0.220 shows that these variables account for 22% of the variance in source credibility. These findings suggest that light entertainment content is an effective strategy for banking institutions to build trust and engagement with digital audiences, moving beyond traditional formal communication.
PERAN PROJECT MANAGER DAN ACCOUNT EXECUTIVE DALAM STRATEGI BRANDING “COOL ENOUGH” UNTUK PENINGKATAN BRAND AWARENESS DAN BRAND ASSOCIATION DI SMOOLY SEMARANG
The problem faced by the Smooly brand in Semarang is the low level of brand awareness and brand association as a healthy beverage brand. Based on a survey of 200 respondents, only 30.5% of respondents were aware of the Smooly brand and most of them did not understand the brand value that emphasizes concern for health. This condition indicates that the previous communication strategy had not been optimal. This project aims to increase Smooly’s brand awareness and brand association through the “Cool Enough” campaign. This study uses the theoretical framework of Brand Equity, Brand Commutation, and the AISAS model to explain the communication process in the digital era. The method used in this project is the implementation of communication programs through social media management and event management. In its implementation, the roles of the Project Manager and Account Executive include planning, maintaining relationships with external stakeholders, coordinating the team, and supervising the execution of the campaign. The results of the campaign show an increase in social media reach, audience engagement, and a stronger consumer perception of Smooly as a brand that supports a healthy lifestyle. The campaign successfully increased brand awareness from 30.5% to 71%, representing an increase of 40.5 percentage points. Therefore, the “Cool Enough” campaign is considered effective in supporting the improvement of brand awareness and brand association of Smooly in Semarang.
PERAN STRATEGIC PLANNER DAN DATA EXECUTIVE DALAM KAMPANYE “TERBUKA UNTUK SEMUA, BERGERAK BERSAMA WARGA #KULIKDIPORTALSAMAWA” SEBAGAI UPAYA BRAND COMMUNICATION UNTUK MENINGKATKAN BRAND AWARENESS DAN USER PORTAL SEMARANG SATU DATA DAN SAMAWA (SEMUA DATA UNTUK WARGA)
Portal Semarang Satu Data and SAMAWA (Semua Data Untuk Warga), as public data services managed by the Statistics Division of the Semarang City Communication and Informatics Office (Diskominfo), faced the issue of low public awareness, which consequently affected the limited utilization of the services. This project aimed to address the issue through a campaign entitled “Terbuka Untuk Semua, Bergerak Bersama Warga #KulikdiPortalSAMAWA,” with the objective of increasing brand awareness and the number of users of both services. The campaign was designed using an Integrated Marketing Communication (IMC) approach by integrating media channel optimization, event marketing, direct marketing, and digital publication through Instagram @samawa.smg. The implementation involved the roles of Strategic Planner and Data Executive, responsible for formulating the big idea, designing the event-based program concept and technical scheme, and analyzing campaign survey data. The evaluation results indicate a 30,8% increase in awareness of Portal Semarang Satu Data, accompanied by and additional 127.242 website visitors, as well as a 62,7% increase in awareness of SAMAWA and 19 data requests submitted through the service.
PERAN PROJECT MANAGER DAN INSIGHT EXECUTIVE DALAM BRAND COMMUNICATION “BERCERITA DI BU LURAH” SEBAGAI UPAYA PENGUATAN BRAND IMAGE KOPI SUSU BU LURAH SEMARANG
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.
PERAN SOCIAL MEDIA SPECIALIST DAN CREATIVE STAFF DALAM KAMPANYE KOMUNIKASI PEMASARAN DEBIURYN DERMACOSMETICS SEBAGAI PENGUATAN BRAND POSITIONING PADA KALANGAN REMAJA PRIA DAN WANITA USIA 12–19 TAHUN DI KOTA SEMARANG
The rapid expansion of the skincare industry has intensified market competition, requiring brands to implement more strategic and effective communication approaches. DeBiuryn Cosmetics faces challenges in the form of low brand awareness (14.6%) and suboptimal product sales among teenage consumers in Semarang. This study aims to examine the implementation of the integrated marketing communication campaign “Stay Bright, Stay Youth” in strengthening brand positioning and enhancing consumer engagement through both digital and offline channels. The campaign adopts an Integrated Marketing Communication (IMC) framework by combining digital activation on social media platforms, particularly Instagram and TikTok, with experiential marketing initiatives such as DeBiuryn Class Out. The findings indicate a significant improvement in digital performance, with Instagram followers increasing by 24% (from 485 to 600) and TikTok followers rising from 69 to 85. Furthermore, audience engagement grew by approximately 20%, as reflected in the increased number of views, likes, and comments across both platforms. In addition, brand awareness increased substantially from 14.6% to 84.8%, accompanied by product sales that exceeded the initial targets. These findings demonstrate that an integrated communication strategy, supported by effective social media management, plays a critical role in enhancing brand visibility, strengthening brand positioning, and driving consumer engagement among teenage audiences.
PERAN CONTENT PLANNER DAN COPYWRITER PADA KAMPANYE “TERBUKA UNTUK SEMUA, BERGERAK BERSAMA WARGA #KULIKDIPORTALSAMAWA” SEBAGAI UPAYA BRAND COMMUNICATION UNTUK MENINGKATKAN BRAND AWARENESS SERTA USER PORTAL SEMARANG SATU DATA DAN SAMAWA (Semua Data Untuk Warga)
The campaign “Terbuka untuk Semua, Bergerak Bersama Warga #KulikdiPortalSAMAWA” was conducted to address the low brand awareness and utilization of Portal Semarang Satu Data and SAMAWA services managed by the Statistics Division of the Semarang City Communication and Informatics Office. Using an Integrated Marketing Communication (IMC) approach through social media, roadshows, webinars, and digital service optimization, the campaign involved the roles of content planner and copywriter in planning, producing, and maintaining message consistency. The results showed an increase in brand awareness of Portal Semarang Satu Data from 49.2% to 80% and SAMAWA from 12.3% to 75%, Instagram reach from 3,294 to 10,282, and a 35.2% increase in portal visitors. These results indicate that the campaign effectively improved awareness and utilization of Semarang City public data services.
PERAN ACCOUNT EXECUTIVE, CAMPAIGN STRATEGIST, & SALES PROMOTION MANAGER DALAM BRAND COMMUNICATION “BERCERITA DI BU LURAH” SEBAGAI UPAYA PENGUATAN BRAND IMAGE KOPI SUSU BU LURAH SEMARANG
This campaign is motivated by the high level of brand awareness of Kopi Susu Bu Lurah, which has not yet been followed by a strong brand image related to its core value of human connection. Consumer perceptions are still dominated by functional aspects, indicating the need for an integrated brand communication strategy. The “Bercerita di Bu Lurah” campaign was implemented through both online and offline approaches, utilizing Instagram and TikTok, as well as sales promotion activities such as “Ditraktir Bu Lurah” and event marketing programs like “Malam Puncak Pemilihan RT Terbaik” to encourage direct audience experience.The strategy aimed to strengthen the brand image as a space for social interaction, based on the concepts of Customer-Based Brand Equity (CBBE), Brand Communication, and Integrated Marketing Communication (IMC). The author served as Account Executive, Campaign Strategist, and Sales Promotion Manager in the development and implementation of the strategy.
PENGARUH TERPAAN INFORMASI MELALUI SALURAN MEDIA KONVENSIONAL, MEDIA DIGITAL, DAN KOMUNITAS TERHADAP PARTISIPASI PROGRAM PEMERIKSAAN KESEHATAN GRATIS HARI ULANG TAHUN DI KOTA SEMARANG
The government launched a program called the Free Birthday Health Checkup to promote health development for the entire community. Efforts to disseminate information have been made, but public participation in the program remains low. Using a quantitative approach with an explanatory research approach, this study shows that exposure to information through conventional media, digital media, and community groups does not significantly influence public participation. Most respondents participated in the program at the invitation of health care workers at community health centers.
TABLOIDISASI PEMBERITAAN PENJARAHAN RUMAH ANGGOTA DPR DI MEDIA ONLINE KOMPAS.COM
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.
DISEMINASI PENGETAHUAN TOKOH KI NARTOSABDHO MELALUI EVENT FESTIVAL SEABAD NADA DAN WARISAN KI NARTOSABDHO KEPADA PEGIAT SENI MAHASISWA DI KOTA SEMARANG SEBAGAI EVENT MANAGER, EVENT CONCEPTOR, EVENT EXECUTOR, PRODUCTION LOGISTICS, EVENT PRODUCTION GRAPHIC DESIGNER
This study examines the dissemination of knowledge about Ki Nartosabdho through the cultural event “Festival Seabad Nada dan Warisan Ki Nartosabdho” targeting student art communities in Semarang. The dominance of global popular culture has reduced young people’s awareness of local cultural figures, requiring more relevant communication approaches. This research uses a qualitative approach with an implementation-based method and the Integrated Marketing Communication (IMC) framework, integrating advertising, public relations, and experiential events. The findings show that the program increased participation, knowledge, and cultural appreciation among participants. This study concludes that cultural festivals with integrated communication strategies effectively bridge the gap between interest and understanding in cultural preservation.
STRATEGI PEMASARAN SOSIAL YAYASAN SETARA MELALUI AKTIVASI MEDIA SOSIAL, SOSIALISASI ORANG TUA, REKRUTMEN RELAWAN, MAIN EVENT, DAN PENDAMPINGAN ANAK
The Setara Foundation faced low brand awareness, which resulted in minimal community and volunteer participation. The communication strategy employed was based on the concept of Integrated Marketing Communication (IMC), brand awareness, and community participation to ensure the message was consistently received by the target audience. The campaign focused on Instagram, TikTok, and offline activities such as roadshows, parent outreach, open recruitment, child mentoring, and main events. The program's implementation results showed an increase in the Setara Foundation's visibility and community involvement in various activities. Instagram reached 3,540 followers and reached 225,600, while TikTok reached 311 followers and reached 22,000. The open recruitment attracted 74 applicants and resulted in 40 volunteers. Parental understanding increased from 32.6% to 78.3%, and the main event was attended by 152 participants. These findings indicate that the IMC strategy effectively increased community awareness, understanding, and participation of the Setara Foundation.
Child protection in Indonesia remains a serious issue due to low public awareness. Yayasan Setara addresses this through social marketing programs to increase visibility and community participation. This report highlights the author’s roles in Public Relations and Sponsorship & Partnership in implementing programs such as outreach, educational media distribution, community engagement, and the Setara Youth Movement event, using an Integrated Marketing Communication (IMC) approach. The results show increased organizational visibility and community involvement, indicating that integrated communication strategies effectively enhance awareness and participation in child protection efforts.
STRATEGI KAMPANYE “TILIK JIWA” DALAM MENINGKATKAN AWARENESS DAN PARTISIPASI LAYANAN SKRINING KESEHATAN MENTAL OLEH DINAS KESEHATAN KOTA SEMARANG
Mental health remains a taboo topic, especially among young people aged 18–25 in the Banyumanik and Tembalang districts of Semarang City. This is due to low awareness, knowledge, and increased negative stigma towards mental health screening services. The low levels of these three indicators have resulted in low community participation in mental health screening services. Therefore, in collaboration with the Semarang City Health Office, we designed the Tilik Jiwa campaign using a social marketing approach through an integrated communication strategy developed through a survey of 236 people. This campaign combines online and offline communication strategies, such as digital campaigns on Instagram and a series of offline activities, including mental health screening events and roadshows in 15 public spaces. The campaign involves media planners and social media specialists to determine effective media and design content for digital campaigns. The Tilik Jiwa campaign significantly increased awareness, improved knowledge, and reduced negative stigma regarding mental health screening services, resulting in a 36% increase in participation with 86 more people involved in mental health screening services. These successful results highlight the effectiveness of the communication strategies used in the Tilik Jiwa campaign.
Peran Account Executive dan Data Executive dalam Kampanye “Tilik Jiwa” dalam Meningkatkan Awareness dan Partisipasi Layanan Skrining Kesehatan Mental oleh Dinas Kesehatan Kota Semarang
The high prevalence of mental health disorders in society has become a significant public health concern. On the other hand, public awareness and participation in mental health screening services provided by the Semarang City Health Office remain relatively low. Therefore, an effective communication strategy is required to increase awareness and encourage the public to utilize mental health screening services. This project was designed using a social marketing approach through the “Tilik Jiwa” campaign targeting young productive age groups, particularly university students and early-career workers in Semarang City. The campaign strategy was implemented through various communication activities, including mental health screening events, educational roadshows, and the use of social media as an information dissemination platform. In its implementation, the Account Executive acted as the liaison between the implementation team and the client, namely the Semarang City Health Office, while the Data Executive was responsible for conducting research and processing the data required for campaign planning and evaluation. The results of the campaign indicate an increase of 87.79 percentage points in awareness, 89.33 percentage points in knowledge, and a decrease in stigma toward mental health screening services to 12.3%. Furthermore, the Tilik Jiwa campaign successfully increased overall participation by 36% or 86 participants in mental health screening activities.
KAMPANYE PENINGKATAN PENGETAHUAN MAHASISWA TERHADAP BUS WISATA KOTA SEMARANG SEBAGAI STRESS RELIEF
The high level of stress experienced by university students due to academic demands highlights the need for accessible and engaging stress relief alternatives. Bus Wisata Kota Semarang, a cityprovided tourism transportation service, has the potential to function as both a recreational and educational medium by offering a unique city tour experience across iconic destinations; however, students’ awareness and knowledge of this service remain relatively low, limiting its utilization among the target audience. This study aims to analyze the implementation of a communication campaign designed to increase students’ knowledge and interest in using Bus Wisata Kota Semarang as a stress relief alternative. The campaign employed integrated communication strategies, including Cyber Public Relations, Advertising, Event and Experiences, and Key Opinion Leaders, supported by the AISAS (Attention, Interest, Search, Action, Share) model to guide audience behavior. Data were collected through pre- and post-campaign surveys, database tracking, and campaign monitoring. The results show a significant increase in students’ knowledge from 20% to 87.6%, along with the successful collection of 537 student databases, indicating improved awareness, knowledge, and overall campaign effectiveness in combining digital and experiential approaches.
DISEMINASI PENGETAHUAN TOKOH KI NARTOSABDHO MELALUI EVENT FESTIVAL SEABAD NADA DAN WARISAN KI NARTOSABDHO KEPADA PEGIAT SENI MAHASISWA DI KOTA SEMARANG SEBAGAI ACCOUNT EXECUTIVE DAN EVENT MANAGER
TThe low level of knowledge among young art enthusiasts regarding the figure of Ki Nartosabdho has become a significant challenge in preserving Javanese arts in Semarang. Although interest in Javanese culture remains relatively high, understanding of his figure, works, and contributions is still limited. Therefore, this project aims to enhance the knowledge and understanding of young art communities in Semarang regarding the works and cultural legacy of Ki Nartosabdho through the organization of a cultural event titled “Festival Seabad Nada dan Warisan Ki Nartosabdho.” The conceptual framework applied is Integrated Marketing Communication (IMC), which integrates communication strategies through advertising, public relations and publicity, as well as events and experiences. The method used is an implementation-based approach through the design and execution of a cultural festival involving various university art student organizations (UKM) in Semarang, with a series of activities including art performances, multimedia exhibitions, cultural discussions, and collaborative performances. The author served as an Account Executive and Event Manager throughout the planning and implementation stages. The results indicate an increase in youth participation in art activities themed around Ki Nartosabdho, as well as improved audience understanding of his works and contributions, thereby strengthening the dissemination of cultural knowledge and fostering collaborative spaces among student art communities in Semarang
STRATEGI KOMUNIKASI PENINGKATAN ENGAGEMENT (LIKE, SHARE, DAN COMMENT) TIKTOK @UNIVERSITAS DIPONEGORO DAN INSTAGRAM @UNDIP.OFFICIAL MELALUI PRODUKSI KONTEN VIDEO SEBAGAI CREATIVE DAN PROGRAM DIRECTOR
The growth of social media has reshaped digital communication patterns, especially in how educational institutions distribute information. Diponegoro University leverages social media, particularly through the @undip.official account, as a platform for public communication, information sharing, and strengthening its institutional image. However, its content management still requires further optimization to improve audience engagement. This professional project focuses on implementing a digital communication strategy by producing video content on TikTok and Instagram (@undip.official) to increase engagement levels. The process was conducted in three main stages—pre-production, production, and postproduction—while applying the AISAS model (Attention, Interest, Search, Action, and Share) as the strategic framework. Within this project, the author took responsibility for managing all stages of content production, including pre-production, production, and post-production, as well as conducting target audience analysis, developing and organizing content matrices and media recommendations, evaluating content performance, and coordinating the publication process. The results show a significant increase in content output, from 45 to 75 pieces, accompanied by higher audience engagement in the form of likes, comments, and shares. This indicates that optimizing digital communication strategies through creative content can enhance the effectiveness of social media as a tool for institutional communication.
PERANCANGAN STRATEGI KOMUNIKASI PEMASARAN TERPADU (IMC) DALAM MENDORONG KONVERSI PENGGUNAAN PRODUK BY.U BY TELKOMSEL SEBAGAI COPYWRITER
by.U is a digital mobile service launched by Telkomsel, primarily targeting Generation Z and young, digitally active users. However, by.U usage among high school and vocational school students in Semarang remains relatively low. A survey of 814 students from four schools affiliated with Telkomsel's educational platform, Skul.id, found that only 46 students, or approximately 5.7%, were active by.U SIM card users. Furthermore, the survey also showed that the perceived risk of the service remains quite high, at 52.2%, while purchase intention remains at 20.8%. To address these issues, an integrated marketing communications campaign was designed through the "by.U On The Move" and "by.U Inter-School Digital Challenge" programs. This campaign employed an Integrated Marketing Communication (IMC) approach, utilizing various communication channels such as media relations, social media marketing, influencer marketing, and event marketing. The communication strategy aimed to drive audiences through the stages of attention, interest, desire, and action, in accordance with the Hierarchy of Effects model in marketing communications.The campaign implementation demonstrated a change in audience response. Perceived risk decreased from 52.2% to 19.5%, while purchase intention increased from 46 to 118 students at the target schools. During the campaign, the author served as a copywriter responsible for crafting communication messages and developing campaign content.
PENGARUH SIKAP KONSUMEN PADA IKLAN BERTEMA RAMADHAN MARJAN DAN BRAND IMAGE SIRUP MARJAN TERHADAP BRAND LOYALTY SIRUP MARJAN
Competition in the syrup industry in Indonesia is increasingly intense, particularly during Ramadan. Although Marjan Syrup remains a top-of-mind brand, it has experienced a decline in its Top Brand Index and market share, indicating a gap between positive consumer attitudes toward advertising and brand image and actual brand loyalty. This study aims to analyze the influence of consumer attitudes toward Ramadan-themed advertisements and brand image on brand loyalty. This research employs a quantitative approach with an explanatory design, involving 100 respondents who have consumed Marjan and been exposed to its advertisements. Data were analyzed using simple linear regression after passing validity, reliability, and classical assumption tests. The results show that both attitudes toward advertising and brand image have a positive and significant effect on brand loyalty. The more positive consumers’ perceptions, the higher the likelihood of repurchase, recommendation, and brand preference. These findings confirm that brand loyalty is shaped not only by cultural associations but also by effective advertising communication and consistent brand image.
PENGARUH TERPAAN BERITA KEKERASAN APARAT KEPOLISIAN PADA DEMONSTRASI AGUSTUS–SEPTEMBER 2025 DAN TERPAAN TAGAR #POLISIPEMBUNUHRAKYAT DI MEDIA SOSIAL TERHADAP CITRA KEPOLISIAN RI
This study was motivated by the widespread media coverage of police violence during the August–September 2025 demonstrations, which was followed by public criticism towards the Indonesian National Police, including social media posts using the hashtag #PolisiPembunuhRakyat. Therefore, this study was conducted to examine the impact of exposure to news about police violence during the August–September 2025 demonstrations on the image of the Indonesian National Police and the impact of exposure to the hashtag #PolisiPembunuhRakyat on social media on the image of the Indonesian National Police. This study uses a quantitative approach involving 100 respondents. The data obtained was then analyzed using simple linear regression techniques. The results show that exposure to news reports of police violence during the August–September 2025 demonstrations and exposure to the #PolisiPembunuhRakyat hashtag on social media has a negative influence on the image of the Indonesian National Police. It can be concluded that the higher the level of exposure to news about police violence and the hashtag #PolisiPembunuhRakyat received by the public, the more negative their perception of the Indonesian National Police's image tends to be.
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
The development of social media has reshaped digital communication patterns, particularly in how educational institutions disseminate information. Diponegoro University utilizes the @undip.official account as a platform for public communication, information sharing, and institutional branding. However, content management still needs optimization to improve audience engagement. This professional project aims to implement a digital communication strategy through video content production on TikTok and Instagram (@undip.official) to increase engagement. The process was conducted through pre-production, production, and postproduction stages, using the AISAS model (Attention, Interest, Search, Action, Share). The author served as Project Leader, Account Executive, and Program Manager, overseeing project execution, aligning strategies with institutional goals, and coordinating program implementation. The results show an increase in content production from 45 to 75 pieces, accompanied by higher audience interactions such as likes, comments, and shares. Thus, optimizing creative content strategies can enhance the effectiveness of social media for institutional communication.
DAMPAK TERPAAN TAGAR #NOVIRALNOJUSTICE TERHADAP REPUTASI POLRI DENGAN PERSEPSI GENERASI Z PENGGUNA MEDIA SOSIAL X SEBAGAI VARIABEL MEDIASI
Law No. 2 of 2002 reflects the government’s efforts to ensure public safety and order through the role of the Indonesian National Police in preventing and addressing all forms of legal violations. However, in practice, certain actions by the Indonesian National Police remain inconsistent with the principles enshrined in the 1945 Constitution. The #NoViralNoJustice hashtag phenomenon on social media represents the escalation of public criticism regarding the Indonesian National Police’s performance in law enforcement. The high intensity of this information exposure shapes Generation Z’s cognitive construction in interpreting and evaluating the institution. The study employed a quantitative approach with a positivist paradigm and utilized Partial Least Squares (PLS) analysis. The results indicate that exposure to the hashtag does not have a significant direct effect on reputation but does have a significant effect on perception. Furthermore, perception influences reputation and acts as a full mediator in the relationship between exposure and reputation. These findings confirm that institutional reputation is not formed instantly through media exposure, but rather through an evaluative process mediated by the construction of perceptions as a result of cognitive processing of the information received.
PROGRAM KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN REVENUE FOOD & BEVERAGE 11/12 ROOFTOP BAR SEMARANG SEBAGAI PROGRAM MANAGER
The food and beverage industry in Semarang faces tight competition, causing fluctuating revenue at 11/12 Rooftop Bar due to sub-optimal promotional strategies. This study aims to implement an Integrated Marketing Communication (IMC) program focusing on event marketing and sales promotion to increase revenue. By combining elements like social media marketing, public relations, and advertising, various programs such as Korokke Halloween Night, Sunset Rooftop Yoga, and targeted discounts were executed. The results indicate that these integrated activities successfully increased visitor numbers and revenue during the program period. The study concludes that an IMC strategy based on event marketing and sales promotion effectively improves business performance and increases F&B revenue.
PERAN DESIGN & CREATIVE MANAGER DAN CORPORATE RELATIONS & SPONSORSHIP MANAGER DALAM PROGRAM GOVERNMENT PUBLIC RELATIONS UNTUK MENINGKATKAN PARTISIPASI MASYARAKAT KOTA SEMARANG DALAM MENGGUNAKAN LAPOR SEMAR SOLUSI AWP SEBAGAI KANAL PENGADUAN RESMI KOTA SEMARANG
Low public participation and knowledge in using Lapor Semar Solusi AWP as the official complaint channel of Semarang City are influenced by its rebranding from Sapa Mbak Ita. The main issues include low public awareness of the new service identity, low trust in report follow-ups, and minimal utilization despite high public reporting needs. This study aims to explain and evaluate the role of Government Public Relations in increasing public awareness, trust, and participation. The theoretical framework includes Government Public Relations, awareness, trust, and customer journey. An implementative approach was applied through an integrated communication campaign titled Cipta Seni Bahana Aspirasi #NgadudiLaporSemar, conducted via media relations, public education campaigns, event activations, and digital media. The results show increased public awareness, improved trust in the reporting system, and growth in new users, indicating stronger government–public relationships through participatory and educational two-way communication.
STRATEGI KOMUNIKASI PENINGKATAN ENGAGEMENT (LIKE, SHARE, DAN COMMENT) TIKTOK @UNIVERSITAS DIPONEGORO DAN INSTAGRAM @UNDIP.OFFICIAL MELALUI PRODUKSI KONTEN VIDEO SEBAGAI PROJECT COORDINATOR DAN CONTENT PLANNER
(UNDIP) has proactively adopted digital communication channels as a strategic instrument to strengthen its institutional reputation. As a higher education institution targeting Generation Z, UNDIP faces challenges in building effective interaction on social media, particularly on the TikTok platform. Content that tends to be formal and one-way is often less effective in attracting young audiences who prefer a humanistic, inclusive, and interactive narrative approach. This professional project aims to design and implement a communication strategy through the "Jejak UNDIP" program to increase engagement (such as likes, shares, and comments) on the @undip.official TikTok account. Through planned video content production, this project focuses on content pillars that highlight the humanistic side of the campus, facilities such as Electric Buggies through the Smart & Eco Campus campaign, and student achievements. The implementation results show that the shift in communication style from formal-segmentative to a more interactive approach has proven effective in attracting active audience engagement. This increase in engagement not only expands the reach of information but also strengthens UNDIP's image as an adaptive and modern university in the eyes of Generation Z.
PERAN PROJECT MANAGER DAN ACCOUNT EXECUTIVE DALAM PROGRAM GOVERNMENT PUBLIC RELATIONS UNTUK MENINGKATKAN PARTISIPASI MASYARAKAT MELALUI LAPOR SEMAR SOLUSI AWP
Lapor Semar Solusi AWP is a digital public complaint service under the Department of Communication and Informatics (DISKOMINFO) of Semarang City, formerly known as Sapa Mbak Ita. The rebranding on April 8, 2025 led to decreased awareness, trust, and public participation toward the new identity. This study aims to evaluate the role of Government Public Relations in improving these aspects through the campaign “Cipta Seni Bahana Aspirasi #NgadudiLaporSemar.” The Project Manager is responsible for planning and monitoring the campaign, while the Account Executive handles coordination, stakeholder relations, and content management. The results show increased public awareness, improved trust, and a rise in new users. These findings indicate that structured Government Public Relations strategies are effective in enhancing the use of digital public complaint services.
PERAN PUBLIC INFORMATION OFFICER DAN DATA ANALYST DALAM PROGRAM GOVERNMENT PUBLIC RELATIONS LAPOR SEMAR SOLUSI AWP
Lapor Semar Solusi AWP is a digital public service managed by the Semarang City Communication, Informatics, Statistics, and Persandian Office (DISKOMINFO). This platform handles public reports regarding infrastructure and government services, while also serving as a hub for citizens to voice their aspirations for the city's development. Before the current Mayor, Agustina Wilujeng Pramestuti, took office, the service operated under various names, including Sapa Mbak Ita and Lapor Hendi. Since rebranding to Lapor Semar Solusi AWP in April 2025, the platform has seen lower user engagement and public awareness levels compared to its previous iterations. To address these challenges, a government public relations approach was implemented using a combination of public service and education campaigns, media relations, paid advertisements, and owned media. The primary objectives of this strategy are to boost public knowledge and strengthen community trust, which are essential for increasing the service's user base. The implementation revealed that paid advertisements were the most effective method for expanding reach and increasing general awareness among Semarang residents. On the other hand, public service and education campaigns proved to be the most successful in building public trust and driving the acquisition of new service users.
PERAN DATA EXECUTIVE DAN CREATIVE COPYWRITER DALAM KAMPANYE KOMUNIKASI PEMASARAN DEBIURYN COSMETICS SEBAGAI PENGUATAN BRAND POSITIONING PADA KALANGAN REMAJA USIA 12–19 TAHUN DI KOTA SEMARANG
This fieldwork study examines the implementation of the marketing communication campaign "Stay Bright, Stay Youth" conducted by DeBiuryn, a teenage skincare brand targeting consumers aged 12–19 years in Semarang. The campaign was designed to increase brand awareness while supporting product sales performance through an integrated communication strategy utilizing Instagram and TikTok, reinforced by offline activities through the DeBiuryn Class Out program and Glow On the Booth DeBiuryn. The author contributed to the campaign as a data executive and creative copywriter, with responsibilities including campaign data management and analysis, as well as the development of taglines and captions aligned with the brand's characteristics. Based on the evaluation results, the campaign demonstrated positive outcomes, reflected in a significant increase in brand awareness from 14.6% to 84.8%. Sales performance of the Youth Series products also exceeded the predetermined targets, with Youth The Better Cleanser reaching 112 pieces from a target of 90 pieces, and Youth Go Away Sun SPF 30+++ achieving 92 pieces from a target of 90 pieces. These findings indicate that an integrated communication strategy can contribute to improving brand awareness and sales performance. The campaign also presents the potential to be developed as a sustainable program to maintain consumer engagement and strengthen the brand's presence in the teenage skincare market.
Nyndita Cahya Khumaira Nyndita Cahya Khumaira
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
The development of social media has encouraged changes in digital communication patterns, particularly in the dissemination of information by educational institutions. Diponegoro University utilizes social media through the @undip.official account as a medium for 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 the production of video content on TikTok and Instagram platforms (@undip.official) in order to increase engagement. The implementation was carried out through three stages: preproduction, production, and post-production of video content, using a communication strategy approach based on the AISAS model (Attention, Interest, Search, Action, and Share). In this project, the author was responsible for pre-production management, production management, post-production management, target audience analysis, the development and organization of a content matrix and media recommendations, content performance evaluation as well as coordinating the content publication process. The results indicate an increase in the number of produced contents from 45 to 75 pieces of content, along with a rise in audience interactions such as likes, comments, and shares. Therefore, optimizing digital communication strategies through creative content can improve the effectiveness of social media as a medium for institutional communication.
Peran Media Planner, Content Planner, dan Copywriter dalam Brand Communication “Bercerita Di Bu Lurah” sebagai Upaya Penguatan Brand Image Kopi Susu Bu Lurah Semarang
This study aims to analyze the effectiveness of the “Bercerita di Bu Lurah” campaign in strengthening the brand image of Kopi Susu Bu Lurah through the roles of Media Planner, Content Planner, and Copywriter. The research employs a qualitative descriptive approach supported by quantitative data using a pretest posttest method with 300 respondents. The campaign integrates online and offline activities, including the “Ditraktir Bu Lurah” program and human connection based social media content. Survey findings reveal a shift in audience perception, from viewing the brand as a regular coffee shop to recognizing it as a warm and inclusive social space
MEMAHAMI NEGOSIASI IDENTITAS KEAGAMAAN PEREMPUAN MUSLIM DALAM PERNIKAHAN BEDA AGAMA DENGAN LAKI-LAKI KATOLIK
Interfaith marriage presents complex communication dynamics, particularly regarding how individuals maintain and negotiate their religious identities within marital life. This study aims to understand the experiences of Muslim women in negotiating their religious identities in marriages with Catholic men. This research employs a phenomenological approach involving seven Muslim women who are married to Catholic spouses. Data were collected through in-depth interviews and analyzed using phenomenological analysis to uncover the meaning of participants’ lived experiences. The findings reveal that religious identity negotiation does not occur through open conflict but through everyday practices that are personal, contextual, and relational. Negotiation is carried out by positioning religious symbols as personal needs within the domestic space, meaning that such symbols are not necessarily displayed as public identity markers but are adjusted based on relational comfort within the family. In addition, religious practices are treated as private domains that are performed in parallel without mutual interference, allowing differences in belief to coexist without escalating into conflict. In terms of food consumption, negotiation takes place through the management of halal and non-halal boundaries using practical adaptation strategies, such as separating food or adjusting shared eating practices. Meanwhile, religious celebrations are redefined as social and familial moments rather than ritual participation, enabling involvement without compromising individual religious identities. Regarding children’s religious upbringing, negotiation occurs through discussion and mutual agreement between partners, taking into account family values as well as the child’s individual autonomy. These findings indicate that religious identity negotiation in interfaith marriage operates through the formation of personal boundaries, everyday adaptive strategies, and relational adjustments that allow differing beliefs to coexist within the household.
PERAN PUBLIC RELATIONS DAN EDITOR & PRODUCTION DESIGN DALAM KAMPANYE "TERBUKA UNTUK SEMUA, BERGERAK BERSAMA WARGA #KULIKDIPORTALSAMAWA" SEBAGAI UPAYA BRAND COMMUNICATION UNTUK MENINGKATKAN BRAND AWARENESS SERTA USER PORTAL SEMARANG SATU DATA DAN SAMAWA (SEMUA DATA UNTUK WARGA)
The Statistics Division of the Department of Communication and Informatics of Semarang City faced low public brand awareness of the Portal Semarang Satu Data and SAMAWA (Semua Data Untuk Warga) services, resulting in suboptimal utilization of public data services. This project aimed to increase brand awareness and the number of users through the implementation of an Integrated Marketing Communication (IMC) strategy encompassing public relations, direct marketing, and event marketing under the campaign “Terbuka untuk Semua, Bergerak Bersama Warga #KulikDiPortalSAMAWA.” In its implementation, Public Relations was responsible for managing communication with stakeholders and partners, while the Editor & Production Design role focused on content production and maintaining visual identity consistency across communication channels. The results showed an increase in brand awareness of Portal Semarang Satu Data by 30.8% (reaching 80%) and SAMAWA by 62.7% (reaching 75%). The number of portal users increased by 35.2% or 127,242 visitors compared to November 2025, and 19 data requests were submitted. These findings indicate that the integrated communication strategy was effective in enhancing brand awareness and public participation in Semarang City’s public data services.
PENGARUH RESPONS KRISIS MECIMAPRO PADA KONSER DAY6 FOREVER YOUNG IN JAKARTA DAN BRAND ATTITUDE TERHADAP CUSTOMER PURCHASE INTENTION
This study was motivated by the massive number of consumer complaints on social media and negative press coverage regarding Mecimapro’s crisis response during the DAY6 “Forever Young” concert in Jakarta. These circumstances led various consumer evaluations of Mecimapro as a concert promoter. The purpose of this study is to analyze the influence of crisis response and brand attitude on customer purchase intention. This study is grounded in Situational Crisis Communication Theory and the Theory of Reasoned Action, employing a quantitative approach and involving 106 respondents who had attended an event organized by Mecimapro. Data analysis utilized multiple linear regression through SPSS. The results indicate that Mecimapro’s crisis response during the DAY6 “Forever Young” concert in Jakarta and brand attitude have a positive and significant influence on customer purchase intention, with significance levels of 0.000 and 0.001, respectively. This means that the better a brand’s crisis response and the more positive the consumers’ brand attitude, the higher the consumers’ purchase intention toward that brand. Conversely, a decline in either of these variables tends to be followed by a decrease in customer purchase intention. Therefore, Mecimapro needs to develop a well-planned crisis communication management SOP and consistently build brand attitude through improvements in facility and service quality.
PENGARUH TINGKAT KETERLIBATAN PEMAIN DAN TINGKAT KETERLIBATAN KOMUNITAS ONLINE TERHADAP LOYALITAS PEMAIN GAME GACHA HONKAI: STAR RAIL DI INDONESIA
Gacha monetization strategies in mobile games have sparked debates regarding their similarities to gambling practices, the risk of addiction, and potential financial, psychological, and social losses. Despite these controversies, gacha games are capable of creating long-term play commitments among a massive global player base. This phenomenon reflects gacha player loyalty, which can be influenced by the interactions between players and the game, as well as with other players. This study aims to determine the extent of the influence of player engagement level and online community engagement level on player loyalty among Honkai: Star Rail gacha players in Indonesia. Drawing on Social Exchange Theory and Social Identity Theory, this study analyzed 398 respondents selected through purposive sampling and analyzed using simple linear regression via SPSS 25. This study found that the level of player engagement has a significant influence on gacha player loyalty, contributing 43.5% with an effect size of 0.498. This indicates that the higher the level of player engagement, the higher the loyalty of gacha game players. Furthermore, the level of online community engagement also significantly influences gacha player loyalty, contributing 17.5% with an effect size of 0.255. This shows that higher online community engagement leads to higher player loyalty. The author suggests that companies should design more varied in-game events and interactive online community ecosystems to maintain and increase player loyalty for Honkai: Star Rail in Indonesia.
PENGARUH BRAND REPUTATION DAN ONLINE CUSTOMER REVIEW PADA MEDIA SOSIAL TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN MS GLOW PADA MAHASISWA
The issue of the MS Glow split has become a hot topic on social media, particularly TikTok, potentially influencing consumer perceptions of brand reputation and product purchasing decisions. Furthermore, consumer reviews shared on these digital platforms are often used as primary sources of information before consumers make purchasing decisions. This study aims to determine the influence of brand reputation and online customer reviews on TikTok on purchasing decisions for MS Glow beauty products among college students. The study employed a quantitative explanatory approach with a survey method by distributing questionnaires to 101 TikTok-using student respondents who had purchased MS Glow products, selected using a purposive sampling technique. This study employed consumer behavior theory and data analysis techniques were conducted through validity tests, reliability tests, and simple linear regression using SPSS software. The results showed that brand reputation had a positive and significant effect on purchasing decisions. Meanwhile, online customer reviews were also shown to have a positive and significant effect on purchasing decisions with a significant value.
DISEMINASI PENGETAHUAN TENTANG TOKOH KI NARTOSABDHO MELALUI EVENT FESTIVAL SEABAD NADA DAN WARISAN KI NARTOSABDHO KEPADA PEGIAT SENI MAHASISWA DI KOTA SEMARANG SEBAGAI SOCIAL MEDIA SPECIALIST & COPYWRITER DAN DATA INSIGHT EXECUTIVE
The low level of understanding among young art practitioners regarding the figure of Ki Nartosabdho poses a challenge to the preservation of Javanese arts in Semarang. Although interest in Javanese culture remains relatively high, knowledge about the figure, works, and contributions of Ki Nartosabdho is still limited. Therefore, this project aims to enhance the knowledge and understanding of young art practitioners through the implementation of a cultural festival titled Festival Seabad Nada dan Warisan Ki Nartosabdho. This project applies the concept of Integrated Marketing Communication (IMC), which integrates communication strategies through advertising, public relations and publicity, as well as events and experiences. The method used is an implementation-based approach through the design and execution of a cultural festival involving student art organizations (UKM) in Semarang. The festival activities include art performances, multimedia exhibitions, cultural discussions, and collaborative showcases. In its implementation, the author took roles as Social Media Specialist and Copywriter, Data Insight Executive, as well as Finance Manager and Administration Manager. The results indicate an increase in youth engagement in art activities themed around Ki Nartosabdho, as well as an improvement in audience understanding of the figure’s works and contributions. The festival serves as a medium for cultural knowledge dissemination and a collaborative platform for student art communities in Semarang.
PERANCANGAN STRATEGI KOMUNIKASI PEMASARAN TERPADU (IMC) DALAM MENDORONG KONVERSI PENGGUNAAN PRODUK BY.U BY TELKOMSEL SEBAGAI SPONSORSHIP & CREATIVE DIRECTOR
by.U is a digital cellular service launched by Telkomsel that targets Generation Z and young digital users. Despite being positioned as a digital service provider oriented toward youth, the level of by.U usage among senior high school (SMA) and vocational high school (SMK) students in Semarang remains relatively low. The survey results of 814 students show that only 5.7% (46 students) are active users of the by.U SIM card; the perceived risk level of the service is 52.2%; and purchase intention remains low at 20.8%. Therefore, an integrated marketing communication campaign was designed through the programs “by.U On The Move” and “by.U Inter-School Digital Challenge.” The campaign adopts an Integrated Marketing Communication (IMC) approach. This communication strategy was developed to gradually move the audience through the stages of attention, interest, desire, and action, following the Hierarchy of Effects. The results of the campaign implementation indicate significant changes in audience responses. The level of perceived risk decreased to 19.5%, while purchase intention increased to 118 students. A Sponsorship and Creative Director was responsible for approaching potential sponsors and securing partnerships, as well as capturing and editing visual content for all campaign needs.
PROGRAM KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN REVENUE FOOD & BEVERAGE 11/12 ROOFTOP BAR SEMARANG SEBAGAI ACCOUNT EXECUTIVE DAN PUBLIC RELATIONS
The food and beverage (F&B) industry in Semarang is highly competitive, causing fluctuating revenue at 11/12 Rooftop Bar ARTOTEL Semarang that has not reached the expected target. This study aims to design and implement an Integrated Marketing Communication (IMC) program from October 2025 to January 2026 to increase Food & Beverages revenue through event marketing (Korokke Halloween Night, After Track, Sunset Rooftop Yoga) and sales promotion (Buy 1 Get 1 Gin & Tonic, Promo KTM 10%). The results show that this strategy successfully increased visitor numbers and transactions, resulting in a revenue increase of 7.26%, exceeding the target of 7.02%.
PERAN SEKRETARIS DAN DATA ANALYST DALAM STRATEGI BRANDING “COOL ENOUGH” UNTUK MENINGKATKAN BRAND AWARENESS DAN BRAND ASSOCIATION DI SMOOLY SEMARANG
The increasing trend of healthy lifestyles following the COVID-19 pandemic has created opportunities for the healthy beverage industry, including Smooly Juice, while intense competition requires effective branding strategies to enhance brand awareness and build positive brand associations. This study aims to increase Smooly’s brand awareness from 30.5% to 65% and brand association as a health-conscious brand from 4% to 30% through the implementation of the #CoolEnough campaign, a digital and activation-based campaign focused on promoting healthy lifestyles through Instagram and TikTok content as well as interactive engagement activities. In this program, the Secretary was responsible for administrative management, documentation, partnership coordination, and licensing processes, while the Data Analyst was responsible for campaign data processing, social media performance monitoring, and pre-test and post-test analysis. The research applied the AISAS (Attention, Interest, Search, Action, Share) model with data collection methods including pre-test and post-test surveys, social media analytics, and documentation. The results showed an increase in brand awareness to 69% and brand association to 42%, indicating that the #CoolEnough campaign successfully enhanced brand visibility and strengthened consumer perception of Smooly as a healthy beverage brand.
PROGRAM KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN REVENUE FOOD & BEVERAGE 11/12 ROOFTOP BAR SEMARANG SEBAGAI DESIGN & CREATIVE MANAGER
The food and beverage (F&B) industry in Semarang is marked by intense competition, resulting in fluctuating revenue at 11/12 Rooftop Bar due to promotional strategies that are not yet fully effective. This study aims to implement an Integrated Marketing Communication (IMC) program with a focus on event marketing and sales promotion to improve revenue performance. By integrating elements such as social media marketing, public relations, and advertising, several programs including themed events and promotional offers were carried out. The results show that these integrated activities were able to attract more visitors and contribute to increased revenue during the program period. This study concludes that an IMC strategy based on event marketing and sales promotion can effectively enhance business performance, especially in improving F&B revenue.
PEMAKNAAN WACANA KRITIK KEKUASAAN DALAM LAGU PUNK “GELAP GEMPITA” KARYA SUKATANI OLEH DEMONSTRAN INDONESIA GELAP
Research on the punk subculture in Indonesia shows that anarchism is not merely an aesthetic but an ideological foundation of daily communal life. However, studies remain focused on internal subcultural actors, while mainstream reception is scarcely addressed. The police ban on Sukatani's work in February 2025, intersecting with the Indonesia Gelap demonstrations, marked a moment when anarchist texts circulated as protest anthems in public, opening the study of mainstream reception. Drawing on John Fiske's popular culture model through in-depth interviews with five demonstrators, this study finds that platform mediation decontextualized “Gelap Gempita,” while state repression triggered repoliticization. Despite diverse ideological positions, all participants formed a convergent relational pattern positioning dominant power against subordinate resistance: four negotiated anarchism into democratic critique, one embraced it more fully. The producerly text enables polysemy, yet the limited discursive legacy of the Left post-New Order constrains articulation within the logic of formal institutions.
PENGARUH KECEMASAN KOMUNIKASI TERHADAP INTENSITAS KOMUNIKASI INTERPERSONAL DENGAN TEMAN SEBAYA (PEER GROUP) MELALUI KEPERCAYAAN DIRI BERKOMUNIKASI PADA SISWA TULI DI YAYASAN SETARA SEMARANG
The high levels of interpersonal communication barriers experienced by Deaf students in their interactions with peers is the background for this study. Deaf students frequently encounter communication anxiety triggered by fears of rejection and miscommunication, which in turn undermines their communication self-confidence and potentially reduces the intensity of their interpersonal communication. This study aims to examine the effect of communication anxiety on the intensity of interpersonal communication through the mediation of communication self-confidence among Deaf students at Yayasan Setara Semarang. To address the research objectives, this study employed the Anxiety/Uncertainty Management (AUM) theory and Cognitive Dissonance Theory within a quantitative explanatory research design. The sampling technique used was total sampling, involving 35 respondents. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4 software. This analytical method was selected due to its suitability for testing mediation models and its effectiveness with relatively small sample sizes. The results indicate that communication anxiety has a significant negative effect on the intensity of interpersonal communication among Deaf students. Higher levels of communication anxiety are associated with lower intensity of interpersonal interactions with peers. Furthermore, the findings reveal that communication anxiety influences interpersonal communication intensity indirectly through communication self-confidence as a mediating variable. Based on these findings, it is recommended that educators and the social environment develop communication programs focusing on anxiety management and the enhancement of students’ communication self-confidence to foster more inclusive and supportive social interactions.