Brand Communication

Penilaian Publik Terhadap Pemberkasan Arsip Elektronik Oleh ANRI (Arsip Nasional Republik Indonesia)

Angela Permatasari — 2025-06-08

This study aims to analyze the representation of electronic records filing by the National Archives of the Republic of Indonesia (ANRI) through the social media platform YouTube. The study uses a qualitative approach with a literature review method. Data was collected through content analysis of educational videos uploaded by ANRI and observations of public responses to the video. The findings indicate that ANRI has successfully presented a structured and informative narrative about the process of electronic records filing in accordance with national standards, with high scores in narrative and competence aspects. However, the tone and institutional image still need improvement to be more communicative and appealing to the general audience. Factors influencing this representation include the strength of the narrative, institutional competence, formal tone, and ANRI’s image as a modern institution. Improvement efforts include enhancing visuals and adopting a more inclusive communication approach, as part of the strategy to support the modernization of national archival management in the digital era.

Arsip Sebagai Bukti Hukum Dalam Isu Kasus Dugaan Pemalsuan Ijazah Presiden Joko Widodo

Najwaa Sheva Meilani — 2025-04-17

This study aims to analyze the role of document and archival legality in shaping public opinion, emphasizing the significance of archives as valuable assets and legal evidence. The focus is placed on the case involving allegations of diploma forgery against the former President of the Republic of Indonesia, Joko Widodo. The research aims to provide insight into how archives can serve as legitimate legal evidence and to encourage the public to understand and apply proper archival management as part of legal and information literacy. The research employs a qualitative approach using content analysis with analytical parameters. Data sources from public comments on instagram and any legal documents. The findings reveal that the Indonesian National Police’s Criminal Investigation Agency (Bareskrim Polri) declared President Joko Widodo’s diploma authentic and valid following both physical and digital verification of academic documents. Universitas Gadjah Mada (UGM) also confirmed the diploma’s legitimacy. Digital archives, such as theses and academic administration records, served to reinforce this evidence. Public response to the case based on social media analysis showed a majority of negative sentiment (50%), followed by neutral (35%) and positive (15%) reactions. The low level of archival literacy contributed to public susceptibility to disinformation, with perceptions more influenced by the public image of the figure rather than legal or archival procedures.

Implementasi Preservasi dan Konservasi Naskah Kuno di Perpustakaan Nasional: Analisis Proses, Tantangan dan Implikasi Sosial Terhadap Pelestarian Warisan Budaya Indonesia

Adinda Wijayanti — 2025-01-17

The preservation and conservation of ancient manuscripts is an important effort in safeguarding Indonesia's cultural heritage. The National Library of the Republic of Indonesia (Perpusnas RI) plays an important role in protecting these precious documents through physical restoration and digital conversion. This research aims to analyze the implementation process, identify key challenges, and explore the social implications of manuscript preservation and conservation at Perpusnas RI. Using a qualitative descriptive-analytical approach, data was collected through content analysis of official documentary videos and supported by relevant literature. The results show that the preservation process involves specialized techniques, facilities, and skilled personnel. However, several challenges remain, including limited human resources, the lack of regional conservation facilities, and low public awareness. Socially, the process contributes to raising collective awareness about the importance of historical memory. Digitization efforts further democratize knowledge by making ancient manuscripts accessible to a wider audience, especially the younger generation. This research emphasizes the need for inclusive and sustainable strategies in manuscript preservation, highlighting collaboration between institutions and communities.

Pengaruh Tagline Promosi “It’s Glowtime” Produk Iphone 16 Terhadap Minat Beli Konsumen

Yasmin Vairus Jindan — 2025-04-26

The purpose of this study is to examine the influence of the tagline “It’s Glowtime” for the iPhone 16 on consumer purchase intention among economics students at Universitas Muhammadiyah Sukabumi, and to analyze how significant that influence is. This research is driven by Apple’s 24% increase in sales in Q1 2024 compared to Q1 2020. The study aims to determine whether an attractive tagline has a significant impact on consumer buying interest. A quantitative method was used, involving 100 active students from the Faculty of Economics at Universitas Muhammadiyah Sukabumi as respondents. An online questionnaire was distributed to gather information on familiarity, differentiation, message of value, transactional interest, referential interest, preferential interest, and exploratory interest. The results show that the independent variable, namely the tagline “It’s Glowtime,” affects consumer purchase intention toward the iPhone 16. This research concludes that the tagline successfully contributes to generating interest and shaping a strong purchase intention among the target audience. Further research is recommended to explore a broader range of factors that may influence consumer buying interest in more depth.

Dampak Media Sosial Terhadap Minat Karir Penerbangan

Alaya Raysa — 2025-04-29

The development of digital communication technology, particularly social media, has transformed how the younger generation accesses information and makes career choices. YouTube, as one of the largest platforms, provides educational content that influences viewers' interests and motivation, including in the fields of education and professional careers. This study analyzes the impact of educational content from the YouTube channel Vincent Raditya on the interest of aviation school students in pursuing careers in the aviation field. Vincent Raditya, a commercial pilot and content creator, presents aviation material in an engaging and easy-to-understand manner. The research employs a quantitative approach through surveys distributed to students at Angkasa Aviation Academy (AAA). Data analysis includes validity, reliability, normality tests, and simple linear regression. The findings reveal a positive and significant influence between the consumption of Vincent Raditya’s educational content and students’ interest in becoming pilots. Factors such as appealing visuals, communicative language, and shared practical experiences are key elements that drive students’ motivation to learn. This study contributes to the development of digital communication strategies in aviation education institutions and serves as a guide for content creators to produce effective and engaging educational material for the younger generation in the digital era.

Strategi Pengelolaan Media Sosial Instagram @pertamina.corpu Sebagai Sarana Branding

Annabel Natasha Prameswari — 2025-04-22

With the advancement of technology today, many people are utilizing it to carry out daily activities more easily and efficiently. As a result, social media has become increasingly popular as a platform that provides both information and entertainment. Amid the rapid development of digital media, social media has emerged as a crucial tool for communication and branding activities, including within corporate environments such as Pertamina Corporate University.This research aims to examine the management strategy of the Instagram account @pertamina.corpu in building its image and strengthening its branding as Pertamina's corporate university. The study also seeks to provide insights into effective Instagram social media management strategies by applying the SOSTAC method, supported by Cutlip and Center’s communication theory. This study employs a qualitative descriptive method. Data collection techniques include interviews, observation, and documentation. The analysis follows the descriptive approach using the data analysis model developed by Miles and Huberman, which involves data collection, data reduction, data display, and conclusion drawing. Overall, this social media management strategy has contributed to building brand awareness and strengthening the institutional image of Pertamina Corporate University through digital platforms.

Pengaruh Kualitas Layanan Terhadap Kepuasan Pelanggan

Krisna Triwibowo — 2025-04-26

This study aims to determine the influence of the SERVQUAL method on customer satisfaction. The purpose of this research is to examine the effect of Tangibles, Reliability, Responsiveness, Assurance, and Empathy on customer satisfaction at Yamaha Tabrani Jaya Motor, Bekasi City. This research applies both descriptive and causal approaches, with each variable measured using a nine-point Differential scale. The study utilizes both primary and secondary data, collected through questionnaires. The sample was obtained using purposive sampling, resulting in 166 respondents. This research uses multiple linear regression statistical methods with SPSS to test the hypotheses. The results show that Tangibles, Reliability, Responsiveness, Assurance, and Empathy all have an influence on Customer Satisfaction at Yamaha Tabrani Jaya Motor, Bekasi City.

Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian Produk

Anju Labora — 2025-04-26

The development of digital technology has had a significant impact on finding information, as people can easily access information through social media. Tiktok is one of the popular social media platforms among generation Z so companies or brands compete to use Tiktok as their marketing media. One of the brands in the beauty sector, namely Skintific, is a beauty brand that actively promotes its products on TikTok. This study aims to determine the influence of Electronic Word of Mouth on Purchasing Decisions for Skintific products on TikTok among Generation Z. The method used in this study is a quantitative method. Data collection is obtained from an online questionnaire (google form) using a purposive sampling method with a sample size of 100 respondents. Based on the data analysis, the results of the study obtained a relationship between variable X (electronic word of mouth) and variable Y (purchase decision) of 0.803. The results of this study indicate that there is an influence between electronic word of mouth and the decision to purchase Skintific products on Tiktok among generation Z of 80.3%. From the results of this study, it is hoped that brands can increase positive e-WOM in order to build the trust of generation Z to make purchasing decisions.

Pengaruh Narasi Instagram @DIVISIHUMASPOLRI Terhadap Kesadaran Gen Z Tentang Pengedaran Narkoba

Nabila Ardelia Ghaisany — 2025-04-26

In the era of the Industrial Revolution 5.0, the use of social media, especially Instagram, is important in disseminating information and increasing public awareness, especially for Gen Z regarding social issues such as drug trafficking. This study aims to determine the extent to which the narrative delivered through the @divisihumaspolri Instagram account can influence Gen Z's awareness of drug trafficking. This research uses quantitative methods by distributing questionnaires to 100 respondents who are Gen Z followers of the @divisihumaspolri Instagram account. The data obtained was analyzed using regression and correlation analysis with SPSS software. The results showed that there was a significant influence of the @divisihumaspolri Instagram narrative on Gen Z awareness of drug trafficking, with the results of a high correlation coefficient (0.947) indicating a very strong relationship between the @divisihumaspolri Instagram narrative and Gen Z awareness of drug trafficking, then with a coefficient of determination of 89.7%. Respondents rated the narrative as very clear, complete, credible, educative, and visually appealing. This finding is in line with the Uses and Gratification theory as well as previous research that emphasizes the active role of audiences in choosing media and the importance of Instagram as an effective medium in anti-drug campaigns. This shows that social media can be an effective tool to raise public awareness, especially Gen Z about drug trafficking. Therefore, a more interactive and educative communication strategy needs to be implemented to achieve more optimal results.