Prologia
type: channel
description: <span style="color: #000000; font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;">Prologia (E-ISSN 2598-0777)<span style="color: #000000; font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: #ffffff; text-decoration-style: initial; text-decoration-color: initial; display: inline !important; float: none;"> is a national journal, which all articles contain student's writing, are published by Faculty of Communication Universitas Tarumanagara. Scientific articles published in Prologia are result from research and scientific studies conduct by students in communication field. Prologia published twice a year. First issue will be publish on March and second issue on October. Articles published in Prologia have been trough peer-review process by reviewer. Final decision of articles acceptance will be taken by editor team.
publisher: Fakultas Ilmu Komunikasi Universitas Tarumanagara
language: en-US
publication name: Prologia
issn: 2598-0777
copyright: This work is licensed under a Prologia Creative Commons Attribution-ShareAlike 4.0 International License.
items: Implementasi Komunikasi Pemasaran dalam Menarik Minat Konsumen di Wall Street English
items: Strategi Komunikasi CSR Kompas Gramedia pada Program “Bank Sampah” untuk Pemberdayaan Masyarakat
items: Hambatan Komunikasi Bisnis di Perusahaan Ekspor (Studi Kasus PT Sinar Dunia Logam)
items: Pemanfaatan Media Sosial dalam Mempertahankan Citra Perusahaan PT. Sumber Kreasi Cipta Pratama
items: Peran “Konten Makeover” pada Tiktok Rucas.co dalam Membangun Loyalitas Merek
items: Weverse sebagai Media Interaksi: Studi Motif dan Kepuasan Penggemar Enhypen
items: Kegiatan Pengelolaan Media oleh Prokopim Kota Tangerang dalam Realisasi Penataan Pasar Sipon
items: Kredibilitas Komunikator pada Platform YouTube dengan Konten Misteri
items: Peran Interaksi Simbolik dalam Penjualan Produk melalui Live Streaming TikTok (Studi pada Host Gen Z)
items: Peran Komunikasi Korporat PT Bank Central Asia Tbk dalam Menyebarkan Informasi melalui Media Sosial Internal
items: Persona Amarah sebagai Personal Branding Komedian Surya Insomnia
items: Live Shopping Tiktok sebagai Upaya Meningkatkan Minat Beli Konsumen
items: Strategi Komunikasi Pemasaran Brand Itswooni dalam Membangun Brand Awareness
items: Strategi Public Relations dalam Membangun Brand Image Melalui Instagram Lime Light Bar
items: NCT Dream, Tap Cash BNI, dan Minat Beli Komunitas NCTzen
items: Analisis T2Sanstore Membangun Brand Engagement TikTok
items: Pengaruh Strategi Komunikasi melalui Instagram @eventguideindonesia terhadap Minat Masyarakat Datang ke Jakarta Fair
items: Dampak Antusiasme Penggemar Konser Online BTS terhadap Euforia Korean Wave di Media Sosial Fanbase BTS di Indonesia
items: Penerapan Elemen STEPPS di Instagram Reels Moira Workshop
items: Analisis Pemanfataan Media Sosial dalam Membangun Personal Branding (Studi Kasus Influencer Edsa Estella)
items: Program Afiliasi Shopee pada Instagram Majalah Sunday
items: Personal Branding @Pinkflash.live sebagai Strategi Menarik Audiens di TikTok
items: Analisis Perencanaan Komunikasi Pemasaran Online Shop X melalui Media Sosial Instagram
items: Analisis Regresi Kecerdasan Emosional terhadap Gaya Kepemimpinan pada Mahasiswa yang Berorganisasi
items: Dampak Kredibilitas Celebrity Endorser SA terhadap Minat Beli Produk Jacquelle Beaute
items: Dinamika Tren K-Fashion pada Gaya Berpakaian Penggemar Perempuan K-Pop
items: Komunikasi Persuasif Chlorophyllamakeup untuk Membangun Kepercayaan pada Online Class Makeup
items: Interaksi Simbolik pada Pemasaran Pemengaruh dalam Membangun Persepsi dan Keputusan Pembelian Produk Perawatan Kulit X
items: Pengaruh Terpaan Konten Instagram terhadap Kesadaran dan Pemahaman Generasi Z tentang Diabetes
items: Faktor-Faktor yang Mempengaruhi Brand Loyalty Produk Susu dengan Brand Love sebagai Variabel Mediasi
items: Cover Prologia Vol. 9 No. 2
items: Front Matters Vol. 9 No. 2
items: Back Matters Vol. 9 No. 2

Implementasi Komunikasi Pemasaran dalam Menarik Minat Konsumen di Wall Street English
type: item
description: The need for English communication skills is increasing, learning institutions such as Wall Street English are here to bridge the gap between language and communication skills. Wall Street English is an international English course institution, founded in 1972 in Italy and has many branches in various countries, including in Indonesia. Communication and mastery of foreign languages, especially English, are two important elements in the era of globalization, English serves as an international language that allows the exchange of information. Effective communication is important to create a clear understanding of the value and advantages offered to potential customers. The research was conducted with a qualitative approach with a case study method, the research subject is the Assistant Brand Marketing Manager at Wall Street English and the object of research which is the research problem is marketing communication at Wall Street English in attracting consumer interest. This research shows that the marketing communication that has been done. Wall Street English in attracting consumer interest is applying the 7P marketing mix and applying marketing tools, namely advertising and personal selling. Thus, the effective implementation of marketing communication is not only an effort to attract consumers but also to attract customers. Kebutuhan akan kemampuan komunikasi bahasa inggris semakin meningkat, lembaga pembelajaran seperti Wall Street English hadir untuk menjembatani kesenjangan antara kemampuan bahasa dan komunikasi. Wall Street English adalah lembaga kursus Bahasa Inggris Internasional, didirikan pada tahun 1972 di Italia dan memiliki banyak cabang di berbagai negara, termasuk di Indonesia. Komunikasi dan penguasaan bahasa asing khususnya Bahasa Inggris merupakan dua elemen penting dalam era globalisasi, bahasa inggris berfungsi sebagai bahasa internasional yang memungkinkan pertukaran informasi. Komunikasi yang efektif menjadi penting untuk menciptakan pemahaman y…
creator: Fiona CH Bernadett
creator: Yugih Setyanto
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 278
ending page: 285
doi: 10.24912/pr.v9i2.33177

Strategi Komunikasi CSR Kompas Gramedia pada Program “Bank Sampah” untuk Pemberdayaan Masyarakat
type: item
description: Through its Corporate Social Responsibility (CSR) initiative “Bank Sampah”, which aims to empower communities while tackling social and environmental issues, Kompas Gramedia's communication approach is examined in this research. Many people lost their employment and other means of income after the COVID-19 epidemic, which prompted the program's inception. Waste management and financial gains are combined in “Bank Sampah” to offer a sustainable solution. This study examines how communication procedures are designed and carried out to involve stakeholders, promote involvement, and accomplish environmental sustainability and economic empowerment. Data were gathered using qualitative techniques, such as observations, documentation, and interviews. The results show that involving the community, using local leaders as communicators, and using consistent message all improve engagement and trust. In addition to successfully increasing environmental awareness, the initiative has given communities impacted by the epidemic some extra cash, albeit in small amounts. Because of this, “Bank Sampah” is a model for a sustainable CSR program that is extremely pertinent to tackling today's social and economic issues. Penelitian ini menyelidiki pendekatan komunikasi yang digunakan Kompas Gramedia dalam program Corporate Social Responsibility (CSR) mereka yang disebut “Bank Sampah”, yang bertujuan untuk memberdayakan masyarakat sekaligus mengatasi masalah sosial dan lingkungan. Program ini dibuat sebagai tanggapan terhadap situasi yang muncul setelah pandemi COVID-19, ketika banyak orang kehilangan pekerjaan dan sumber penghasilan mereka. “Bank Sampah” berusaha memberikan solusi berkelanjutan dengan menggunakan pendekatan yang menggabungkan manfaat ekonomi dan pengelolaan sampah. Studi ini melihat bagaimana komunikasi dirancang dan digunakan untuk melibatkan pemangku kepentingan, mendorong partisipasi masyarakat, dan mencapai tujuan pemberdayaan ekonomi dan keberlanjutan lingkungan. Waw…
creator: Imanuel Randy
creator: Doddy Salman
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 286
ending page: 292
doi: 10.24912/pr.v9i2.33184

Hambatan Komunikasi Bisnis di Perusahaan Ekspor (Studi Kasus PT Sinar Dunia Logam)
type: item
description: International relations carried out by China in the business sector can provide import access and cooperation in product development. This study attempts to identify the business communication barriers PT Sinar Dunia Logam faces. Research related to communication barriers is fundamental in building a business communication relationship. In the business world, communication is essential for the smooth running of the business. Furthermore, effective communication must ensure that each system understands its role and responsibilities for the business system to run well. This study aims to determine the business communication barriers used by PT Sinar Dunia Logam in building business communication with foreign companies. This study uses business communication theories and concepts in the form of international relations concepts and business relations. The approach to this research is qualitative, using a case study method; data collection is carried out through observation, interviews, documentation, and literature studies. The results of the research that has been conducted show that PT Sinar Dunia Logam experiences three business communication barriers. First, socio-antro-psychological communication barriers, anthropopsychological communication barriers, and ecological communication barriers. Hubungan internasional yang dijalankan oleh negara China dalam sektor bisnis adalah dapat memberikan akses impor dan kerjasama dalam perkembangan suatu produk. Penelitian ini berupaya untuk mengidentifikasi hambatan komunikasi bisnis yang di hadapi oleh perusahaan PT Sinar Dunia Logam. Penelitian terkait hambatan komunikasi sanggatlah penting dalam membangun suatu hubungan komunikasi bisnis. Dalam dunia bisnis, komunikasi sangat diperlukan demi kelancaran bisnis tersebut. Selanjutnya, agar sistem bisnis dapat berjalan dengan baik, tentu diperlukan komunikasi yang efektif untuk memastikan setiap sistem memahami peran dan tanggung jawabnya. Tujuan dilakukan penelitian ini adalah un…
creator: Jennifer Nathalie
creator: Sinta Paramita
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 293
ending page: 301
doi: 10.24912/pr.v9i2.33186

Pemanfaatan Media Sosial dalam Mempertahankan Citra Perusahaan PT. Sumber Kreasi Cipta Pratama
type: item
description: Social media has become one of the most important strategic tools for building and maintaining a company’s reputation, Calbi brand’s owner, PT. Sumber Kreasi Cipta Pratama, mostly uses Instagram and TikTok as their primary social media platforms. The purpose of the research is to analyze the implementation of PR strategy based on the phases of research, planning, communication–action, and evaluation. The research methodology used qualitative using a case study method,. Information was collected via interviews, documentation, observation, and literature reviews. According to the findings, the business conducts extensive research to understand consumer behavior and ensures that the uploaded content complies with each platform’s requirements. Promotion, entertainment, and influencer partnerships are all used in content planning to increase brand awareness. Through social media capabilities, the business keeps up active engagement in its operations and immediately responds to client complaints and questions. Consumer feedback and content performance are analyzed regularly to show improved customer loyalty, engagement, and brand awareness. Calbi is successfully creating an excellent brand reputation because of PT. Sumber Kreasi Cipta Pratama’s social media–based PR strategy, also keeps the business competitive in the market. Media sosial saat ini telah menjadi salah satu alat strategis yang penting dalam membangun dan mempertahankan citra perusahaan. PT. Sumber Kreasi Cipta Pratama, pemilik merek Calbi, memanfaatkan media sosial Instagram dan Tiktok sebagai platform utama. Penelitian ini bertujuan untuk menganalisis penerapan strategi PR berbasis tahapan Research, Planning, Communication – Action, dan Evaluation. Pendekatan penelitian yang digunakan adalah kualitatif dengan metode studi kasus. Penulis mengumpulkan data dengan studi pustaka, observasi, dokumentasi, dan wawancara. Hasil penelitian ini menunjukkan bahwa perusahaan melakukan riset mendalam untuk memahami per…
creator: Jocellyne Stephanie Hung
creator: Yugih Setyanto
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 302
ending page: 308
doi: 10.24912/pr.v9i2.33188

Peran “Konten Makeover” pada Tiktok Rucas.co dalam Membangun Loyalitas Merek
type: item
description: Tiktok is one of the most popular social media with total users ranking in the top four. Implementing a good strategy in promotional activities on Tiktok can increase Brand Loyalty. This study analyzes “makeover” content on Tiktok as a strategy in building Brand Loyalty in Rucas.co. This research was carried out with a qualitative analysis that referred to the discourse analysis (DA) method from Teun A. Van Dijk. Data was obtained through observation and identification of content through video narratives and social media trends. Content analysis is focused on content that includes makeovers of foreigners with high audience engagement based on the highest number of likes, views and comments. The amount of content taken for analysis was five contents. The research results show that the role of the Rucas brand's collaborative content with street strangers (parking attendants & scavengers) succeeded in providing a strong experience or emotional attachment to the audience with strategies including selecting collaborators/influencers, marketing virality with visualization and storytelling of video content which was then built with the right context. humanist. Tiktok merupakan salah satu media sosial yang paling populer dengan total pengguna menempati urutan empat besar. Penerapan strategi yang baik dalam kegiatan promosi di Tiktok dapat meningkatkan Brand Loyalty. Penelitian ini menganalisis konten “makeover” di Tiktok sebagai strategi dalam membangun Brand Loyalty pada Rucas.co. Penelitian ini dilakukan dengan analisis kualitatif yang mengacu metode analisis wacana atau Discourse Analysis (DA) dari Teun A. Van Dijk. Data diperoleh melalui observasi dan identifikasi konten melalui narasi video serta tren media sosial. Analisis konten difokuskan pada konten yang menyertakan makeover orang asing dengan engagement penonton yang tinggi berdasarkan jumlah likes, views dan comment terbanyak. Jumlah konten yang diambil untuk dianalisis yaitu lima konten. Hasil penelitian menunju…
creator: Julia Khairunnisa
creator: Nigar Pandrianto
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 309
ending page: 318
doi: 10.24912/pr.v9i2.33202

Weverse sebagai Media Interaksi: Studi Motif dan Kepuasan Penggemar Enhypen
type: item
description: Digital communication is a form of communication conducted through internet-based media, offering various features such as text messaging, video calling, and social media platforms. One of the popular platforms that support digital communication, especially in the K-Pop entertainment industry, is Weverse. This platform allows fans to interact with artists, share information, and form communities. Enhypen has many fans who use Weverse for various purposes. The purpose of this study is to determine how much the relationship between motives and satisfaction in using the Weverse platform. The type of research that will be used is a quantitative approach, based on the uses and gratifications theory which considers audiences to actively choose the media to be used. In line with the concepts used by Palmgreen in his research, to measure Gratification Sought (GS) and Gratification Obtained (GO) which will produce a significant influence between the two. The results showed that the highest motive was the information motive. This shows that there is an influence between motives and satisfaction in using the Weverse platform. Komunikasi digital adalah bentuk komunikasi yang dilakukan melalui media berbasis internet, menawarkan berbagai fitur seperti pesan teks, panggilan video, dan platform media sosial. Salah satu platform yang populer dalam mendukung komunikasi digital, terutama dalam industri hiburan K-Pop adalah Weverse. Platform ini memungkinkan penggemar untuk berinteraksi dengan artis, berbagi informasi, dan membentuk komunitas. Enhypen memiliki banyak penggemar yang menggunakan Weverse untuk berbagai tujuan. Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar hubungan motif dan kepuasan dalam penggunaan platform Weverse. Jenis penelitian yang akan digunakan adalah pendekatan kuantitatif, dengan berlandaskan pada teori uses and gratifications yang menganggap khalayak secara aktif memilih media yang akan digunakan. Sejalan dengan konsep yang digunakan Palmg…
creator: Maureen Jonathan
creator: Wulan Purnama Sari
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 319
ending page: 327
doi: 10.24912/pr.v9i2.33203

Kegiatan Pengelolaan Media oleh Prokopim Kota Tangerang dalam Realisasi Penataan Pasar Sipon
type: item
description: This research discusses the media management activities by Prokopim Tangerang City in the realization of the Sipon Market revitalization in 2024. Media management is crucial in building an organization’s relationship with the media. Therefore, this research aims to explore the media management by Prokopim Tangerang City in implementing one of the government programs in 2024, the revitalization of Sipon Market. This research uses a qualitative approach with a case study method. Data was collected through in-depth interviews, participatory observation, and documentation. The research results show that Prokopim Tangerang City applies a two-way symmetric communication model, which aligns with the Excellence theory in government Public Relations. It was found that Prokopim actively establishes relationships with various local and national media through press releases and press conferences, and it involves media in field coverage to enhance the accuracy of the information shared. The communication carried out by Prokopim with the media is transparent and responsive, which strengthens the good relationship with the media and supports the success of the Sipon Market revitalization program. Penelitian ini membahas kegiatan pengelolaan media oleh Prokopim Kota Tangerang dalam realisasi penataan Pasar Sipon tahun 2024. Pengelolaan media menjadi faktor penting dalam membangun hubungan sebuah organisasi dengan media. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengelolaan media yang dilakukan oleh Prokopim Kota Tangerang dalam merealisasikan salah satu program pemerintah di tahun 2024 yaitu penataan Pasar Sipon. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi partisipatif, dan dokumentasi. Hasil penelitian ini menunjukkan bahwa Prokopim Kota Tangerang menerapkan komunikasi dua arah simetris yang sesuai dengan teori Excellence dalam Humas pemerintah. Diketahui, Prokopim Kota Tangeran…
creator: Nada Ignacia Dewi
creator: Yugih Setyanto
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 328
ending page: 337
doi: 10.24912/pr.v9i2.33204

Kredibilitas Komunikator pada Platform YouTube dengan Konten Misteri
type: item
description: The horror and mystery genre are very popular in Indonesia, both in the form of films and digital content. Reporting from Radio Republik Indonesia, 10 of the 15 best-selling films in Indonesia as of 2023 are horror films. The development of social media has allowed anyone to become a communicator on social media. One of the famous mystery content creators on YouTube is Nessie Judge. This research aims to analyze Nessie Judge's credibility as a communicator on YouTube. This research uses a quantitative approach with descriptive statistical data processing techniques to see the audience's perception of Nessie Judge's credibility. The sampling technique used was simple random sampling (SRS) of 100 respondents using the Lemeshow formula. The research results show that the majority of respondents agree with Nessie Judge's statement as a credible communicator. Nessie Judge is considered to have in-depth knowledge, is trustworthy and consistent in her content, and has a communication style that is attractive to her audience. Then the results of the mean test show that the highest average value is in the attractiveness dimension and the lowest average value is in the trustworthiness dimension. It can be concluded that the results of the analysis show that Nessie Judge is considered a credible communicator as measured by the aspects of expertise, trustworthiness and attractiveness. Genre horor dan misteri merupakan salah satu genre yang ramai diminati di Indonesia, baik dalam bentuk film maupun konten digital. Dilansir dari Radio Republik Indonesia, 10 dari 15 film terlaris di Indonesia per 2023 merupakan film horor. Perkembangan media sosial telah mengizinkan siapapun untuk menjadi komunikator di media sosial. Salah satu kreator konten misteri yang terkenal di YouTube adalah Nessie Judge. Penelitian ini bertujuan untuk menganalisis kredibilitas Nessie Judge sebagai komunikator di YouTube. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengolahan data statis…
creator: Sheren Ferina
creator: Wulan Purnama Sari
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 338
ending page: 346
doi: 10.24912/pr.v9i2.33205

Peran Interaksi Simbolik dalam Penjualan Produk melalui Live Streaming TikTok (Studi pada Host Gen Z)
type: item
description: This study was conducted so that many people better understand how a Gen Z host can be more engaged with customers while meeting sales targets when live streaming. Live Streaming is the right medium for selling because nowadays platforms like TikTok are very popular. Therefore, many business people sell on TikTok. Gen Z itself basically has a unique communication language such as the use of slang, funny humor, and spontaneous interactions that actually make the audience interested. This study uses a qualitative method where later the data will be obtained through in-depth interviews with 2 live streaming hosts. By interviewing live TikTok or Shopee hosts directly, information about Gen Z's communication style and personality style can be studied more deeply. The results of the study show that the characteristics of Gen Z who use slang and personal interactions are able to build closer relationships with the audience accompanied by increased engagement. Penelitian ini dilakukan agar banyak orang lebih paham bagaimana seorang host Gen Z bisa lebih engage dengan customer sekaligus memenuhi target penjualan ketika live streaming. Live Streaming merupakan sarana yang tepat untuk berjualan karena di masa kini platform seperti Tiktok sangatlah populer. Maka dari itu, banyak pelaku bisnis yang berjualan di Tiktok. Gen Z sendiri pada dasarnya memiliki bahasa komunikasi yang unik seperti penggunaan bahasa gaul, humor-humor lucu, dan interaksi spontan yang justru membuat audiens tertarik. Penelitian ini menggunakan metode kualitatif dimana nanti data akan diperoleh melalui wawancara mendalam dengan dua host live streaming. Dengan mewawancarai host live tiktok ataupun Shopee secara langsung, maka informasi mengenai gaya komunikasi dan gaya kepribadian Gen Z akan menjadi lebih bisa diteliti lebih dalam lagi. Hasil penelitian menunjukkan bahwa karakteristik Gen Z yang menggunakan bahasa gaul dan interaksi personal mampu membangun relasi yang lebih dekat dengan audiens disertai ju…
creator: Silvia Lukmanto
creator: Muhammad Adi Pribadi
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 347
ending page: 355
doi: 10.24912/pr.v9i2.33206

Peran Komunikasi Korporat PT Bank Central Asia Tbk dalam Menyebarkan Informasi melalui Media Sosial Internal
type: item
description: In this era of globalization and rapid technological development, success in conducting good and effective communication in a company is assisted by the existence of a communication team that plays an important role in communicating company-related information. Internal Corporate Communication is a part of PT Bank Central Asia Tbk (BCA) that strives for communication between employees and management to be conveyed in accordance with the message to be conveyed through new media. New media is a communication technology that becomes a bridge in communication. Social media is an example of such new media. Instagram and TikTok are two social media platforms used by BCA Corporate Communications. Both platforms are increasingly popular among BCA employees, which is why BCA Internal Corporate Communications utilizes these platforms to disseminate information. This research uses a qualitative approach with a case study research method, with data collection through in-depth interviews and non-participatory observation. The focus of this research is the role of BCA Internal Corporate Communication and the experience of employees in receiving information disseminated by BCA Internal Corporate Communication. The results of this study show the important role that BCA Internal Corporate Communication plays in disseminating information to employees. Dalam era globalisasi dan perkembangan teknologi yang semakin pesat ini, keberhasilan dalam melakukan komunikasi yang baik dan efektif dalam suatu perusahaan dibantu dengan adanya tim komunikasi yang berperan penting dalam mengkomunikasikan informasi terkait perusahaan. Komunikasi Korporat Internal menjadi bagian dari PT Bank Central Asia Tbk (BCA) yang mengusahakan komunikasi antara karyawan dengan manajemen dapat tersampaikan sesuai dengan pesan yang ingin disampaikan melalui media baru. Media baru adalah teknologi komunikasi yang menjadi jembatan dalam berkomunikasi. Media sosial adalah contoh dari media baru tersebut. Instagram dan …
creator: Vallerie Vallerie
creator: Yugih Setyanto
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 356
ending page: 364
doi: 10.24912/pr.v9i2.33207

Persona Amarah sebagai Personal Branding Komedian Surya Insomnia
type: item
description: Comedy or jokes are humorous works and generally aim to entertain and make laughter especially on television, film, or other media. Some people or more specifically comedians in Indonesia have a unique way of introducing themselves, besides being a humorous or funny persona, there are also those who are known to the public because of their easily provoked or angry nature. This study examines the use of angry personas in comedy as personal branding with qualitative methods. Information was obtained by interviewing Surya Insomnia as an Indonesian comedian with an angry persona as his image to the public. The angry persona which is unique and rarely used in the comedy stage is an interesting topic to discuss. The fact that anger is a strong and frightening emotion can be used to make people laugh and uniquely can be a good image for someone. With good use and the right time, anger can be used to add humor in a comedic context, and people who can do this must be smart and careful. The result is that to have a good personal branding, authenticity is the main key. This image is also unique because it wasn't intentionally created by Surya Insomnia, but rather a result of the media. It has become a valuable public image for him. The result is that being authentic to oneself is key to achieving a positive and strong public image. Komedi atau lawakan adalah suatu karya yang lucu dan pada umumnya bertujuan untuk menghibur dan menimbulkan tawa terutama di televisi, film, atau medium lainnya Beberapa orang atau lebih spesifik komedian di Indonesia memiliki cara yang unik dalam memperkenalkan dirinya, selain sebagai persona yang humoris atau lucu, ada juga yang dikenal publik karena sifatnya yang mudah terpancing emosi atau suka marah-marah.Penelitian ini meneliti mengenai penggunaan persona amarah dalam komedi sebagai personal branding dengan metode kualitatif. Informasi didapatkan dengan mewawancarai Surya Insomnia sebagai komedian Indonesia dengan persona amarah sebagai citran…
creator: William Reinhard Adam
creator: Ahmad Junaidi
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 365
ending page: 372
doi: 10.24912/pr.v9i2.33208

Live Shopping Tiktok sebagai Upaya Meningkatkan Minat Beli Konsumen
type: item
description: The development of the times must be followed by new innovations to encourage a better direction, in other words adaptation must be done efficiently and effectively. This digitalization era gave birth to many social media platforms with various function and purposes. In everyday life, humans buy and sell goods and/or services to meet their needs. Technological advances realize the fulfillment of the needs of human life easily. Social media is not only used as a means of exchanging information and communication, but now people can take advantage of social media in the field of buying and selling online or what is often called online transactions. Therefore, researchers chose the topic of the influence of the attractiveness of Tiktok live shopping on consumer buying interest. The approach uses a quantitative approach. The sampling technique uses Non-Probability Sampling. Data collection method through questionnaries. The total respondents in the study amounted to 30 respondents for the pre-test and 100 respondents for the post-test. The population in the study was the social media followers of Tiktok @BARENBLISS_ID. The study found a pearson correlation value that there was a significant relationship between the influence of Tiktok live shopping attractiveness of 0,806 on buying interest. Perkembangan zaman haruslah diikuti dengan inovasi baru untuk mendorong ke arah yang lebih baik, dengan arti lain adaptasi harus dilakukan dengan efisien dan efektif. Era digitalisasi ini melahirkan banyak platform media sosial dengan berbagai fungsi dan tujuannya. Dalam kehidupan sehari-hari, manusia melakukan jual beli barang dan/atau jasa demi memenuhi kebutuhan hidupnya. Kemajuan teknologi mewujudkan terpenuhinya kebutuhan hidup manusia dengan mudah. Media sosial tidak hanya dimanfaatkan sebagai sarana bertukar informasi dan komunikasi, namun saat ini masyarakat dapat memanfaatkan media sosial dalam bidang jual beli online atau yang sering disebut transaksi online. Oleh karena it…
creator: Dea Amalia Beatrice
creator: Nigar Pandrianto
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 373
ending page: 379
doi: 10.24912/pr.v9i2.35340

Strategi Komunikasi Pemasaran Brand Itswooni dalam Membangun Brand Awareness
type: item
description: ItsWooni is one of the local brands that recently entered the competition in 2022, offering a complementary addition to fashion through its product line of bags. The aim of this research is to understand the marketing communication strategies employed by the ItsWooni brand to enhance brand awareness. Marketing communication in this context is carried out through influencer marketing and content marketing. In this study, the researcher adopts a qualitative approach and a case study method. Data is gathered through in-depth interviews, non-participant observation, and documentation. Interviews are conducted with the owner, team, and customers of ItsWooni to gain a comprehensive understanding of the brand. Meanwhile, observation involves examining and analyzing data and information related to ItsWooni. The findings of this research reveal the strategies employed in marketing communication to build and sustain brand awareness. ItsWooni merupakan salah satu brand lokal yang baru saja bersaing di tahun 2022 yang dapat menjadi pelengkap busana karena produk yang dikeluarkan oleh ItsWooni adalah tas. Tujuan penelitian ini adalah untuk mengetahui bagaimana strategi komunikasi pemasaran yang dilakukan oleh brand ItsWooni dalam meningkatkan kesadaran merek. Komunikasi pemasaran ini dilakukan melalui influencer marketing dan content marketing. Dalam penelitian ini, peneliti menggunakan pendekatan kualitatif dan metode studi kasus. Peneliti memperoleh data melalui wawancara mendalam, observasi non partisipan dan dokumentasi. Wawancara dilakukan bersama pemilik, team dan customer ItsWooni untuk mengetahui secara mendalam mengenai ItsWooni. Sementara itu, observasi dilakukan dengan mengamati, menganalisis data dan informasi mengenai ItsWooni. Hasil temuan dari penelitian ini adalah mengetahui bagaimana strategi komunikasi pemasaran dalam membangun dan mempertahankan kesadaran merek.
creator: Erica Wisely
creator: Farid Rusdi
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 380
ending page: 385
doi: 10.24912/pr.v9i2.35347

Strategi Public Relations dalam Membangun Brand Image Melalui Instagram Lime Light Bar
type: item
description: Lime Light Bar is a new company operating in the food and beverage sector and was founded in 2023 by PT. Untung Sejahtera Makmur, Lime Light Bar offers a Tequila Bar, Nightclub and Lounge concept which is packaged attractively in terms of concept, products, services, and even uploads on social media. If it is related to increasing the brand image of Lime Light Bar in the eyes of the public, then this cannot be separated from the role and function of public relations itself. The image of Lime Light Bar varies according to public perception because this is related to individual assessment. The purpose of this research is to determine the role of public relations in building brand image through Instagram Light Lime Bar. The uniqueness of this bar is its cool atmosphere and different from the others. This research method uses qualitative research methods. This research is research with a qualitative approach. The research was conducted by conducting interviews with Adelwine Rene as Public Relations of Lime Light Bar, Qesya Aliyya, Bramantya Widyanto, Citta Nathania, Salwa Desvitha as customers and Instagram followers @lime.lightbar. The research results found that Lime Light Bar meets a good brand image assessment, namely; (1) Strength of Brand Association (2) Favorability of Brand Association (3) Uniqueness of Brand Association. Lime Light Bar merupakan salah satu perusahaan baru yang bergerak dalam bidang food and beverage dan didirikan tahun 2023 oleh PT. Untung Sejahtera Makmur, Lime Light Bar menawarkan sebuah konsep Tequila Bar, Klub malam, dan Lounge yang dikemas secara atraktif baik secara konsep, produk, pelayanan, hingga unggahan di media sosial. Apabila dikaitkan dengan peningkatan brand image Lime Light Bar di mata masyarakat, maka hal itu tidak terlepas dari peran dan fungsi public relations itu sendiri. Citra Lime Light Bar berbeda-beda menurut persepsi masyarakat karena hal ini berkaitan dengan penilaian secara individu. Tujuan dari penelitian ini adalah …
creator: Dara Ayu Sofie Harmia
creator: Yugih Setyanto
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 386
ending page: 393
doi: 10.24912/pr.v9i2.35348

NCT Dream, Tap Cash BNI, dan Minat Beli Komunitas NCTzen
type: item
description: The rise of the Korean Wave throughout the world, including in Indonesia, means companies have a great opportunity to attract consumers who are enthusiastic about K-Pop. One of the business strategies taken is to make K-Pop idol groups as models or Brand Ambassadors. An example is the collaboration between the boy group NCT Dream and Tap Cash BNI in Indonesia, which is the author's research. This research aims to determine the influence of NCT Dream as BNI's Tap Cash model on the purchasing interest of their fan community, NCTzen, in Indonesia. The research method used was quantitative by conducting a survey using a questionnaire distributed to 100 respondents who were members of the NCTzen community in Jakarta WhatsApp NCTzen – Jakarta under the auspices of KLY (KapanLagi Youniverse). Data analysis was carried out using validity tests, T tests, simple linear regression analysis, and coefficient of determination using SPSS Statistics 26. The results of the analysis show that as much as 85.7% of the variation in buying interest of NCTzen community members can be explained by the influence of NCT Dream as BNI's Tap Cash model. The remaining 14.3% was influenced by other variables not examined in this study. This research contributes to understanding the relationship between the K-Pop music industry and marketing communications through the use of K-Pop idols as models. Maraknya Korean Wave di seluruh dunia, termasuk di Indonesia membuat perusahaan memiliki peluang besar untuk menarik konsumen yang antusias terhadap K-Pop. Salah satu strategi bisnis yang diambil adalah menjadikan grup idol K-Pop sebagai model atau Brand Ambassador. Contohnya adalah kolaborasi antara boy group NCT Dream dan Tap Cash BNI di Indonesia yang merupakan penelitian penulis. Penelitian ini bertujuan untuk mengetahui pengaruh NCT Dream sebagai model Tap Cash BNI terhadap minat beli komunitas penggemar mereka, NCTzen, di Indonesia. Metode penelitian yang digunakan adalah kuantitatif dengan melakuk…
creator: Cika Puspita Rini
creator: Moehammad Gafar Yoedtadi
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 394
ending page: 400
doi: 10.24912/pr.v9i2.35349

Analisis T2Sanstore Membangun Brand Engagement TikTok
type: item
description: As time goes by, people are increasingly easy to share information and interact through social media. Where users not only share information but also can express themselves, One of these social media is TikTok, not only used to express themselves, TikTok is also used by business people to create a brand image of a product. One of them is @T2Sanstore which also uses TikTok as a platform to provide information about automotive and entertainment products. The purpose of this study is to analyze the engagement of @T2Sanstore TikTok content. Researchers used a qualitative method with a case study, data collection in the study used the Observation, Interview and Documentation methods. The results of this study stated that the level of engagement varies and can be caused by differences in the types of products being promoted. For example, automotive products tend to attract the attention of certain age and gender segments, while other products such as children's bags can be more attractive to parents and children. This factor presents a challenge in achieving engagement stability so that it is different or varied. Customer Engagement is important because engaged users tend to be more loyal, promote the brand naturally, and have a higher level of satisfaction. Therefore, T2Sanstore focuses on customer engagement strategies as an integral part of their marketing strategy and customer interaction relationship management. Seiring berjalannya waktu, masyarakat semakin mudah berbagi informasi dan interaksi melalui media sosial. Dimana para pengguna tidak hanya berbagi informasi namun juga dapat mengekspresikan diri sendiri, Salah satu media sosial tersebut adalah Tiktok, tidak hanya digunakan untuk mengekspresikan diri, Tiktok juga dimanfaatkan oleh para pebisnis untuk menciptakan brand image suatu produk. Salah satunya adalah @T2Sanstore yang juga memanfaatkan Tiktok sebagai wadah tempat memberikan seputar informasi produk produk otomotif dan hiburan. Tujuan Penelitian ini adal…
creator: Cherise Marcella
creator: Sisca Aulia
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 401
ending page: 407
doi: 10.24912/pr.v9i2.35350

Pengaruh Strategi Komunikasi melalui Instagram @eventguideindonesia terhadap Minat Masyarakat Datang ke Jakarta Fair
type: item
description: The social media is a platform with features that enable people to engage in social activities. Depending on available resources, social interaction can involve message or information exchanges, sharing photos and videos, and other activities. Jakarta Fair Kemayoran is one of the largest, longest, and most comprehensive exhibitions in Southeast Asia. It's held annually at Jakarta Fair Kemayoran. Consumer products, food, entertainment, and art performances are some of the products and services available at this exhibition. Jakarta Fair Kemayoran also leverages social media, especially Instagram, to communicate with the public and visitors. The effect of Jakarta Fair Kemayoran's 2023 communication strategy using the Instagram account @eventguideindonesia as the exhibition's official media partner is being studied. The aim is to determine whether the Instagram account @eventguideindonesia impacts people's desire to visit Jakarta Fair Kemayoran. Persuasive communication theory is being utilized. The author is employing a quantitative approach through the implementation of a survey. Data on research outcomes is obtained through questionnaire distribution to respondents. The study found that communication methods of Instagram account @eventguideindonesia has successfully attracted people's attention to visit Jakarta Fair Kemayoran. Media sosial adalah platform yang memiliki fitur yang memungkinkan orang untuk terlibat dalam aktivitas sosial. Tergantung pada sumber daya yang tersedia, interaksi sosial dapat mencakup pertukaran pesan atau informasi, pertukaran foto dan video, dan kegiatan lainnya. Jakarta Fair Kemayoran adalah salah satu pameran terbesar, terpanjang, dan terlengkap di Asia Tenggara. Pameran yang diadakan setiap tahunnya di Jakarta Fair Kemayoran.Produk konsumen, makanan, hiburan, dan pertunjukan seni adalah beberapa produk dan layanan yang ada di pameran ini. Jakarta Fair Kemayoran juga menggunakan media sosial, terutama Instagram, untuk berkomunikasi denga…
creator: Brainard Audricson
creator: Ahmad Junaidi
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 408
ending page: 414
doi: 10.24912/pr.v9i2.35351

Dampak Antusiasme Penggemar Konser Online BTS terhadap Euforia Korean Wave di Media Sosial Fanbase BTS di Indonesia
type: item
description: Korean Wave or Hallyu phenomenon has become a global cultural trend which has attracted the attention of the global community, especially through music groups such as BTS. This study seeks to examine the impact of the enthusiasm regarding BTS Online concert fans on the euphoria of the Korean Wave on social media. Using a questionnaires were distributed to collect data using quantitative techniques means of obtaining data. In this research, Parasocial Interaction Theory is used to explain the strong relationship between Bangtan Seonyeondan (BTS) fans and the group, even though only through digital platforms such as social media and Online concerts. The population of this study consisted of Instagram followers accounts of Bangtan Seonyeondan (BTS) fans in Indonesia with a sample of 100 individuals determined through calculations using the Slovin's formula. The results of the study show that there is an influence of the enthusiasm of BTS Online Concert fans on the euphoria of the Korean Wave on BTS Fanbase social media in Indonesia. Through the findings of statistical tests carried out, the R Square value is 0.680, this shows indicating an effect of the independent variable. (fan enthusiasm) on the outcome variable (Korean Wave) of 68.0%. FFenomena Korean Wave atau Hallyu telah menjadi salah satu tren budaya global yang menarik perhatian masyarakat internasional, terutama melalui grup musik seperti BTS. Penelitian ini bertujuan untuk menganalisis pengaruh antusiasme penggemar konser Online BTS terhadap euforia Korean Wave di media sosial, dengan pendekatan kuantitatif, data diperoleh melalui penyebaran kuesioner sebagai sarana untuk mendapatkan data. Dalam penelitian ini digunakan Teori Interaksi Parasosial untuk menjelaskan adanya hubungan yang kuat di antara penggemar Bangtan Seonyeondan (BTS) dengan grup tersebut, meskipun hanya melalui platform digital seperti media sosial dan konser Online. Populasi dalam penelitian ini terdiri dari pengikut akun Instagram penggem…
creator: Gavrila Claudia Martanu
creator: Diah Ayu Candraningrum
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 415
ending page: 422
doi: 10.24912/pr.v9i2.33405

Penerapan Elemen STEPPS di Instagram Reels Moira Workshop
type: item
description: Social media, particularly Instagram, plays a significant role in helping companies and small businesses promote their products or services through features like Reels, which can quickly reach a broad audience. Digital marketing has now become a new trend known as viral marketing, a strategy that relies on word-of-mouth promotion through the internet. This study focuses on the utilization of Instagram Reels by Moira Workshop, which successfully attracted 800 participants within its first six months of operation. The objective of this research is to analyze the implementation of viral marketing in digital marketing at Moira Workshop. The study adopts the STEPPS framework: Social Currency, Trigger, Emotion, Practical Value, Public, and Stories. Using a qualitative approach and case study method, data were collected through interviews, observations, and literature reviews. The findings reveal that Moira Workshop has applied all elements of the STEPPS framework in its Instagram Reels. The results indicate that viral marketing plays a crucial role in digital marketing, particularly in rapidly expanding audience reach. Emotion and practical value emerged as key factors in the success of this viral marketing strategy. Media sosial khususnya Instagram membantu perusahaan dan usaha bisnis kecil untuk mempromosikan produk atau layanan melalui fitur seperti Reels, yang mampu menjangkau audiens secara luas dengan cepat. Pemasaran digital kini menjadi tren baru yang dikenal sebagai viral marketing, yaitu strategi pemasaran dari mulut ke mulut melalui jaringan internet. Penelitian ini berfokus pada pemanfaatan Instagram Reels oleh Moira Workshop, yang berhasil menarik 800 peserta dalam enam bulan pertama sejak didirikan. Tujuan dalam melakukan penelitian ini, yaitu menganalisis bagaimana implementasi viral marketing dalam pemasaran digital di Moira Workshop. Penelitian ini menggunakan konsep STEPPS: Social Currency, Trigger, Emotion, Practical Value, Public, Stories. Pendekatan k…
creator: Lavender Lavender
creator: Diah Ayu Candraningrum
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 423
ending page: 432
doi: 10.24912/pr.v9i2.33410

Analisis Pemanfataan Media Sosial dalam Membangun Personal Branding (Studi Kasus Influencer Edsa Estella)
type: item
description: TikTok's popularity is increasing as more and more users are using it to build Personal Branding. One example is Edsa Estella, who uses the platform to develop a Healhy Lifestyle and fitness image. This study aims to examine how TikTok social media is used in building the Personal Branding of Edsa Estella, an Influencer who focuses on Healthy Lifestyle and fitness content. Using descriptive qualitative research method, a case study that focuses on how Edsa Estella uses TikTok to build her Personal Branding, data was obtained through in-depth interviews and content observation on Edsa Estella's TikTok account. The analysis uses Peter Montoya's theory of eight Personal Branding concepts, which include Specialization, Leadership, Personality, Distinction, Unity, Constancy, Visibility, and Good Name. The results show that Edsa Estella builds an authentic and relevant image through content consistency, close interaction with followers and messages aligned with her personal values. TikTok proved to be an effective platform in creating strong Personal Branding, allowing Edsa Estella to reach audiences quickly through engaging visual content. Popularitas TikTok meningkat dengan semakin banyaknya pengguna yang memanfaatkannya untuk membangun Personal Branding. Salah satu contohnya adalah Edsa Estella, yang menggunakan platform ini untuk mengembangkan citra gaya hidup sehat dan fitness. Penelitian ini bertujuan untuk mengkaji bagaimana media sosial TikTok digunakan dalam membangun Personal Branding Edsa Estella, seorang pemengaruh yang fokus pada konten gaya hidup sehat dan fitness. Menggunakan metode penelitian kualitatif deskriptif, Studi Kasus yang berfokus pada bagaimana Edsa Estella menggunakan TikTok untuk membangun Personal Branding-nya, data diperoleh melalui wawancara mendalam dan observasi konten di akun TikTok Edsa Estella. Analisis menggunakan teori delapan konsep Personal Branding Peter Montoya, yang meliputi Spesialisasi, Kepemimpinan, Kepribadian, Perbedaan, Ke…
creator: Keysha Abigail Chang
creator: Wulan Purnama Sari
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-15
publication date: 2025-10-15
volume: 9
number: 2
starting page: 433
ending page: 441
doi: 10.24912/pr.v9i2.33411

Program Afiliasi Shopee pada Instagram Majalah Sunday
type: item
description: This study analyzes the content marketing strategy through Shopee's affiliate program implemented by the Instagram account @majalahsunday. Initially part of conventional media, this account transitioned to digital media, utilizing Shopee's affiliate program to support its operational sustainability. The research is grounded in the phenomenon of traditional media transitioning to digital formats, a process accelerated by the COVID-19 pandemic. Employing a qualitative approach and case study method, data were collected through in-depth interviews, observations, and document analysis. The findings reveal that Shopee's affiliate program serves as an effective alternative revenue stream for Majalah Sunday, leveraging Instagram as the primary promotional platform. The content strategy focuses on educational and entertaining themes tailored to a teenage audience, employing an engaging native advertising approach without being overly promotional. Additionally, this program successfully enhances audience interaction and drives sales conversions. These findings highlight the importance of innovation in digital marketing strategies to address the challenges of media industry transformation in the digital era while providing practical solutions for revenue diversification amidst technological advancements. Penelitian ini menganalisis strategi pemasaran konten melalui program afiliasi Shopee yang diimplementasikan oleh akun Instagram @majalahsunday. Akun ini sebelumnya merupakan bagian dari media konvensional yang kemudian beralih ke media digital, memanfaatkan program afiliasi Shopee untuk mendukung keberlanjutan operasionalnya. Penelitian ini berangkat dari fenomena transformasi media tradisional menjadi digital, yang semakin dipercepat oleh dampak pandemi COVID-19. Dengan menggunakan pendekatan kualitatif dan metode studi kasus, data diperoleh melalui wawancara mendalam, observasi, serta analisis dokumen. Hasil penelitian menunjukkan bahwa program afiliasi Shopee merupakan su…
creator: Marlene Sandra
creator: Riris Loisa
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-15
publication date: 2025-10-15
volume: 9
number: 2
starting page: 442
ending page: 449
doi: 10.24912/pr.v9i2.33413

Personal Branding @Pinkflash.live sebagai Strategi Menarik Audiens di TikTok
type: item
description: This study investigates how Pinkflash, a cosmetic brand, builds personal branding through its TikTok account, @Pinkflash.live. It aims to identify key factors that make the content engaging and relevant to TikTok users. Using a qualitative approach and case study method, the research gathers data through in-depth interviews with content creators, their audience, and academic experts, as well as analyzing the @Pinkflash.live account. The results show that Pinkflash’s personal branding is effective due to its focus on affordable, youth- oriented products that appeal to teenagers, particularly those in middle and high school. The brand’s TikTok content emphasizes the use of cosmetics tailored for younger audiences, fostering a positive perception of the brand. Despite the success, Pinkflash faces challenges and competition in the growing cosmetic industry. This study highlights the importance of a strong personal branding strategy, focusing on core values, product attributes, benefits, and brand personality, to create deeper connections with the target audience. By implementing these strategies, Pinkflash can enhance its brand positioning and better navigate the competitive digital landscape. Perkembangan teknologi digital telah mengubah dunia bisnis, khususnya e-commerce, yang memicu persaingan ketat antar perusahaan. Untuk menarik perhatian konsumen, perusahaan harus memiliki strategi pemasaran yang mumpuni. Salah satu brand kosmetik yang berkembang pesat di media sosial adalah Pinkflash. Penelitian ini membahas bagaimana Pinkflash membangun personal branding di akun TikTok @Pinkflash.live. Tujuan penelitian ini adalah mengidentifikasi faktor-faktor yang membuat konten menarik dan relevan bagi pengguna TikTok. Menggunakan teori komunikasi massa dan digital, penelitian ini juga membahas konsep personal branding, aplikasi TikTok, content creator, dan brand Pinkflash. Metode yang digunakan adalah pendekatan kualitatif dengan studi kasus, melibatkan content creator @Pink…
creator: Marsheilin Nadya Siswanto
creator: Sinta Paramita
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-15
publication date: 2025-10-15
volume: 9
number: 2
starting page: 450
ending page: 459
doi: 10.24912/pr.v9i2.33414

Analisis Perencanaan Komunikasi Pemasaran Online Shop X melalui Media Sosial Instagram
type: item
description: Marketing communications has an important role, one of which is as a liaison between companies and its customers in conveying messages and influencing buyers in offering their products. In carrying out marketing activities, of course marketing communications planning is needed to produce maximum results. One form of marketing communication, namely integrated marketing communication, is often used by business actors to develop their business through social media such as Instagram. This research is descriptive qualitative with a case study method. Qualitative research is a more in-depth research method which tends to use analysis and is descriptive in content. The depth and detail of this qualitative method comes from several case studies that are studied in answering a problem. The results of this research show that based on the 6 stages of marketing communications planning, Shyloclothing only succeeded in implementing 5 stages: review the marketing plan, determining the target audience, determining the best position, developing a communication strategy, set a media. Only 1 stage has not been implemented by Shyloclothing is understanding the audience in making decisions. This is because Shyloclothing has never collected information regarding detailed customer information data. Komunikasi pemasaran mempunyai peran yang penting, salah satunya sebagai penghubung antara perusahaan dan pelanggannya dalam kegiatan menyampaikan pesan serta mempengaruhi pembeli dalam menawarkan produknya. Dalam menjalankan kegiatan pemasaran, tentunya diperlukan perencanaan komunikasi pemasaran agar dapat membuahkan hasil yang maksimal. Salah satu bentuk komunikasi pemasaran yaitu komunikasi pemasaran terpadu sering digunakan oleh para pelaku usaha untuk mengembangkan usahanya melalui media sosial seperti Instagram. Penelitian ini bersifat deskriptif kualitatif dengan metode studi kasus. Penelitian kualitatif merupakan metode penelitian yang lebih mendalam yang cenderung menggunakan analisis…
creator: Melse Melse
creator: Muhammad Adi Pribadi
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-15
publication date: 2025-10-15
volume: 9
number: 2
starting page: 460
ending page: 467
doi: 10.24912/pr.v9i2.33415

Analisis Regresi Kecerdasan Emosional terhadap Gaya Kepemimpinan pada Mahasiswa yang Berorganisasi
type: item
description: The ability to identify and control emotions is referred to as emotional intelligence, which is crucial for building interpersonal relationships and influencing leadership styles. The aim of this study is to explore the impact of leadership styles among students actively participating in organisations are influenced by emotional intelligence. The study investigates the connection between leadership styles and emotional intelligence using a quantitative methodology and basic linear regression analysis. The four components of emotional intelligence are: Self-Emotion Appraisal (the capacity to identify one's own feelings), Others' Emotion Appraisal (the capacity to comprehend others' feelings), Use of Emotion (utilizing emotions in decision-making), and Regulation of Emotion (managing emotions). The leadership styles analyzed include democratic, authoritarian, and laissez-faire styles. To collect data, students were asked to fill out questionnaires. Based on the results of the regression analysis, emotional intelligence has a 6.9% impact on leadership style, showing a coefficient of determination (R²) of 0.069. The two variables indeed have a relationship, but it is not very strong, indicating that other characteristics, including organisational experience, might be more important. Therefore, the development of emotional intelligence should be complemented by enhancing communication skills and other aspects that support effective leadership. Kecerdasan emosional merujuk pada kemampuan untuk memahami dan mengatur emosi, yang sangat vital dalam menjalin hubungan interpersonal dan memengaruhi gaya kepemimpinan. Penelitian ini mengkaji pengaruh kecerdasan emosional terhadap gaya kepemimpinan di kalangan mahasiswa yang aktif dalam organisasi. Dengan memanfaatkan pendekatan kuantitatif dan teknik analisis regresi linear sederhana, studi ini berfokus pada hubungan antara kecerdasan emosional dan gaya kepemimpinan. Kecerdasan emosional didefinisikan melalui empat dimensi utama…
creator: Regita Emelia Cahyani
creator: Wulan Purnama Sari
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-15
publication date: 2025-10-15
volume: 9
number: 2
starting page: 468
ending page: 477
doi: 10.24912/pr.v9i2.33416

Dampak Kredibilitas Celebrity Endorser SA terhadap Minat Beli Produk Jacquelle Beaute
type: item
description: The digital era has reshaped communication and marketing, with celebrity endorsers proving effective in promoting products, particularly in beauty, fashion, and technology. This study explores the influence of SA's credibility as a celebrity endorser on consumer interest in Jacquelle Beaute products. The research employs a quantitative approach with 100 respondents selected using purposive sampling, specifically targeting followers of SA’s Instagram who are familiar with the brand. Data analysis was conducted using SPSS version 30, incorporating normality tests, simple linear regression, correlation coefficients, determination coefficients, and partial (t) tests. The results suggest that SA’s reliability as a spokesperson greatly affects consumers' willingness to buy, showing a notable correlation of 0.627 between the trustworthiness of the source and purchasing interest. Furthermore, the determination coefficient reveals that 39.3% of the interest in Jacquelle Beaute products is attributed to her credibility, while the remaining 60.7% is influenced by other factors. The study highlights the importance of credible celebrity endorsements in shaping consumer behavior, demonstrating that source credibility plays a crucial role in marketing success. This insight is particularly relevant for brands in competitive industries seeking to leverage the influence of trusted public figures to enhance their appeal and drive sales. Era digital telah mengubah cara masyarakat berkomunikasi, bekerja, juga berdampak pada komunikasi pemasaran. Pemanfaatan celebrity endorser sebagai sarana promosi dinilai efektif terlebih di bidang kecantikan, fashion, hingga teknologi. Penelitian ini dilakukan bertujuan untuk mengetahui dampak kredibilitas celebrity endorser SA terhadap minat beli produk Jacquelle Beaute. Teori yang digunakan dalam penelitian ini adalah teori celebrity endorser, kredibilitas sumber, dan minat beli. Dengan pendekatan kuantitatif, metode penelitian yang digunakan berupa…
creator: Shindy Clara
creator: Sisca Aulia
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-15
publication date: 2025-10-15
volume: 9
number: 2
starting page: 478
ending page: 485
doi: 10.24912/pr.v9i2.33418

Dinamika Tren K-Fashion pada Gaya Berpakaian Penggemar Perempuan K-Pop
type: item
description: The development of the globalization era has an impact on the field of information and communication technology which is progressing very rapidly. The emergence of the internet and social media as new media has made people, especially young people, switch from seeking information using mass media or print media to using social media. Through these media, everyone can access information easily and quickly, one of which is the K-Fashion trend. Fashion is a form of nonverbal communication as a means to express oneself. This research aims to find out how the development of K-Fashion in the dressing style of female K-Pop fans by using the theory of technological determinism, new media, and the concept of nonverbal communication. This research uses a descriptive qualitative approach with phenomenological methods. Based on the results of the study, female K-Pop fans use clothes by following K-Fashion trends because they are inspired by idols, actresses, and actors. This research is expected to contribute to the depiction of K-Fashion trends in the dressing style of K-Pop female fans. Berkembangnya era globalisasi memberikan dampak pada bidang teknologi informasi dan komunikasi yang mengalami kemajuan sangat pesat. Munculnya internet dan media sosial sebagai media baru membuat masyarakat terutama anak muda beralih dari mencari informasi menggunakan media massa atau media cetak menjadi menggunakan media sosial. Melalui media tersebut, setiap orang dapat mengakses informasi dengan mudah dan cepat, salah satunya adalah tren K-Fashion. Fesyen merupakan bentuk dari komunikasi nonverbal sebagai sarana untuk mengekspresikan diri. Penelitian ini bertujuan untuk mengetahui bagaimana perkembangan K-Fashion pada gaya berpakaian penggemar perempuan K-Pop dengan menggunakan teori determinisme teknologi, media baru, dan konsep komunikasi nonverbal. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode fenomenologi. Berdasarkan hasil penelitian, penggemar perempuan K-P…
creator: Junita Sari
creator: Diah Ayu Candraningrum
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 486
ending page: 495
doi: 10.24912/pr.v9i2.33421

Komunikasi Persuasif Chlorophyllamakeup untuk Membangun Kepercayaan pada Online Class Makeup
type: item
description: The growth of the beauty industry in Indonesia has increased the demand for alternative makeup learning methods, such as online makeup classes. Despite their convenience and flexibility, many potential participants remain skeptical about the quality of teaching and lack of direct interaction. This study analyzes the persuasive communication used by makeup artists to build participant trust in online makeup classes. Using a qualitative approach and a case study method focused on Chlorophyllamakeup, data were collected through in-depth interviews, observations, and document studies. The findings reveal that Chlorophyllamakeup applies persuasive techniques, including association, integration, reward, framing, and red-herring. The association technique links participants' needs with solutions, such as makeup durability under extreme conditions. Integration creates personal connections through consistent communication. Rewards include video recordings, e-modules, certificates, and additional gifts. Framing ensures materials are structured and easy to understand, while the red-herring technique shifts focus to tangible results. persuasive communication effectively build trust, foster loyalty, and expand promotional reach through testimonials on social media. This research highlights how persuasive communication plays a pivotal role in overcoming skepticism, enhancing participant trust, and promoting the growth of online makeup education. Pertumbuhan industri kecantikan di Indonesia telah meningkatkan kebutuhan akan alternatif pembelajaran makeup, seperti online class makeup. Meski menawarkan kemudahan dan fleksibilitas, masih banyak calon peserta yang ragu terhadap kualitas pengajaran dan minimnya interaksi langsung. Penelitian ini bertujuan untuk menganalisis komunikasi persuasif yang digunakan oleh makeup artist dalam membangun kepercayaan peserta terhadap online class makeup sebagai alternatif pembelajaran. Menggunakan konsep komunikasi persuasif, penelitian ini dilaku…
creator: Tarisha Wardah Azizah
creator: Lusia Savitri Setyo Utami
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 496
ending page: 504
doi: 10.24912/pr.v9i2.33498

Interaksi Simbolik pada Pemasaran Pemengaruh dalam Membangun Persepsi dan Keputusan Pembelian Produk Perawatan Kulit X
type: item
description: This study examines the influence of influencer marketing based on symbolic interactionism on consumer perceptions and purchase decisions regarding the local skincare product, brand X. The research was conducted using a qualitative approach through in-depth interviews with five informants who are X consumers. The findings reveal that symbols conveyed by influencers, such as personal narratives, product demonstrations, and transparency of product ingredients, play a significant role in building consumer trust. These symbols help strengthen positive consumer perceptions of the product and influence their purchase decisions. Furthermore, transparency regarding the quality and benefits of the product shared by influencers provides greater confidence for consumers in selecting products that meet their needs. This study offers insights into the importance of symbolic interactionism in digital marketing and how influencer marketing can utilize these symbols to shape perceptions and drive purchase decisions. The findings also contribute to the development of more effective marketing strategies in the beauty industry, especially in the local skincare market. Penelitian ini membahas apa interaksi simbolik yang dilakukan pemengaruh (influencer) pada pemasaran pemengaruh (influencer marketing) dalam membangun persepsi dan keputusan pembelian konsumen produk perawatan kulit (skincare) lokal, merek X. Penelitian dilakukan dengan pendekatan kualitatif melalui wawancara mendalam dengan lima informan yang merupakan konsumen X. Hasil penelitian menunjukkan bahwa simbol-simbol yang disampaikan oleh pemengaruh, seperti narasi pribadi, demonstrasi penggunaan produk, dan transparansi kandungan produk, berperan penting dalam membangun kepercayaan konsumen. Simbol-simbol ini dapat memperkuat persepsi positif konsumen terhadap produk, serta mempengaruhi keputusan mereka untuk membeli produk tersebut. Selain itu, transparansi mengenai kualitas dan manfaat produk yang ditampilkan pemengaruh m…
creator: Yofani Anggraini
creator: Muhammad Adi Pribadi
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 505
ending page: 513
doi: 10.24912/pr.v9i2.33502

Pengaruh Terpaan Konten Instagram terhadap Kesadaran dan Pemahaman Generasi Z tentang Diabetes
type: item
description: The improvement of digital technology has changed the way Generation Z gets to data, including health data such as diabetes. Social media is now an effective platform in delivering health messages through informative, interesting and accessible content. This study analyzes the influence of Narasi Daily content on Instagram Narasi Newsroom on Generation Z's perceptions by paying attention to awareness, understanding and information seeking actions. The cognitive response theory approach was used to explore the thoughts, evaluations and attitudes of Gen Z formed through exposure to social media content. This research uses quantitative approach with information collection strategy by conducting survey to 100 respondents who are Instagram users and have seen Narasi Daily content substance around diabetes. The information gotten is processed utilizing validity, reliability, normality, coefficient of determination and t-test. The comes about appeared that Narasi Daily's content encompasses a noteworthy impact on Era Z's recognition. The content studied succeeded in increasing Generation Z's awareness of the importance of a healthy lifestyle and deepening the audience's understanding of diabetes. Peningkatan teknologi digital telah mengubah cara Generasi Z mendapatkan data, termasuk data kesehatan seperti diabetes. Media sosial kini menjadi platform efektif dalam menyampaikan pesan kesehatan melalui konten yang informatif, menarik dan mudah diakses. Penelitian ini menganalisis pengaruh konten Narasi Daily di Instagram Narasi Newsroom terhadap persepsi Generasi Z dengan memperhatikan pada kesadaran, pemahaman dan tindakan pencarian informasi. Pendekatan teori respons kognitif digunakan untuk mengeksplorasi pikiran, evaluasi dan sikap Gen Z terbentuk melalui terpaan konten media sosial. Penelitian ini menggunakan pendekatan kuantitatif dengan strategi pengumpulan informasi melalui survei kepada 100 responden yang merupakan pengguna Instagram dan pernah melihat konten Narasi …
creator: Olivia Widjaja
creator: Doddy Salman
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 514
ending page: 521
doi: 10.24912/pr.v9i2.33516

Faktor-Faktor yang Mempengaruhi Brand Loyalty Produk Susu dengan Brand Love sebagai Variabel Mediasi
type: item
description: Dairy products have been known as a beneficial product to boost immune system, but their consumption is relatively low in Indonesia because people tend to choose juice or other alternatives for health purposes. Therefore, the purpose of this study is to examine the direct influence of brand experience, brand satisfaction, and brand love on brand loyalty, as well as to determine the role of brand love as a mediator between brand experience and brand satisfaction on brand loyalty. A total of 312 respondents were collected from customers of dairy products in Jakara conducted in November 2023. The sample was obtained through distributing online questionnaires using non-probability sampling methods and convenience sampling as sample selection techniques. Hypothesis testing in this study was carried out using Partial Least Square-Structural Equation Modelling (PLS-SEM). This study concluded that brand experience and brand satisfaction influence brand loyalty and brand love positively and significantly. Brand love influences brand loyalty positively and significantly. Moreover, brand love mediates the influence of brand experience and brand satisfaction on brand loyalty positively and significantly. Produk susu telah dikenal sebagai produk yang bermanfaat untuk meningkatkan sistem kekebalan tubuh, tetapi konsumsi produk tersebut relatif rendah karena masyarakat cenderung memilih jus atau alternatif lainnya untuk tujuan kesehatan. Oleh sebab itu, penelitian ini bertujuan untuk menguji pengaruh secara langsung pengalaman merek, kepuasan merek, dan kecintaan merek terhadap loyalitas merek, serta untuk mengetahui peran kecintaan merek sebagai mediator antara pengalaman merek dan kepuasaan merek terhadap loyalitas merek. Sampel total yang terkumpul sebanyak 312 responden pelanggan produk susu cair dalam bungkusan di Jakarta yang dilakukan pada November 2023. Sampel didapatkan melalui penyebaran kuesioner daring dengan metode non-probability sampling dan teknik pemilihan sampel,…
creator: Kevin Chang
creator: Keni Keni
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
starting page: 522
ending page: 533
doi: 10.24912/pr.v9i2.35338

Cover Prologia Vol. 9 No. 2
type: item
description: Cover Prologia Vol. 9 No. 2
creator: Lydia Irena
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
doi: 10.24912/pr.v9i2.35264

Front Matters Vol. 9 No. 2
type: item
description: Front Matters Vol. 9 No. 2
creator: Lydia Irena
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
doi: 10.24912/pr.v9i2.35537

Back Matters Vol. 9 No. 2
type: item
description: Back Matters Vol. 9 No. 2
creator: Lydia Irena
rights: Copyright (c) 2025 Prologia https://creativecommons.org/licenses/by-sa/4.0
license: https://creativecommons.org/licenses/by-sa/4.0
date: 2025-10-01
publication date: 2025-10-01
volume: 9
number: 2
doi: 10.24912/pr.v9i2.35265