MUKASI: Jurnal Ilmu Komunikasi
type: channel
description: Journal Title : Jurnal Ilmu Komunikasi Language : Indonesia and English e-ISSN : 2828-3449 p-ISSN : 2828-3589 Frequency : 4 issues per year (February, May, August and November) Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero DOI : doi.org/10.54259/mukasi Citation Analysis : Google Scholar Editor-in-chief : Romindo Jurnal Ilmu Komunikasi yang disingkat MUKASI merupakan jurnal ilmu komunikasi nasional peer-review yang diterbitkan oleh Yayasan Pendidikan Penelitian Pengabdian Algero yang terbit empat kali dalam setahun yaitu Februari, Mei, Agustus dan November. Jurnal ini merupakan jurnal dengan terbitan open access yang langsung pada kontennya berdasarkan prinsip bahwa membuat penelitian tersedia secara bebas untuk umum guna mendukung pertukaran pengetahuan global yang lebih besar. Tujuan Jurnal Ilmu Komunikasi adalah untuk memberi tempat bagi akademisi dan praktisi untuk menerbitkan artikel penelitian, ulasan artikel, dan ulasan buku yang asli. Pada artikel di Jurnal Ilmu Komunikasi berisi tentang hasil penelitian dalam bidang Ilmu Komunikasi, Jurnalistik, Public Relations, Marketing Public Relations, Isu-isu terkait Media dan penelitian bidang ilmu komunikasi yang relevan.
publisher: Yayasan Pendidikan Penelitian Pengabdian Algero
language: en-US
publication name: MUKASI: Jurnal Ilmu Komunikasi
issn: 2828-3589
copyright: Hak cipta pada setiap artikel adalah milik penulis. Penulis mengakui bahwa MUKASI (Jurnal Ilmu Komunikasi) sebagai publisher yang mempublikasikan pertama kali dengan lisensi Creative Commons Attribution 4.0 International License. Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini kedalam versi yang lain, seperti: dikirim ke respository institusi penulis, publikasi kedalam buku, dan lain-lain. Dengan mengakui bahwa naskah telah terbit pertama kali pada MUKASI (Jurnal Ilmu Komunikasi).
items: Dinamika Komunikasi Interpersonal Atlet Wushu dalam Menghadapi Tekanan Psikologis pada Fase Pra-Pertandingan
items: Digital Branding “Livin By Mandiri” Dari Sudut Pandang Teori Social Exchange
items: Kapital Relasional dan Konversi Modal Bourdieu Studi Kasus Band Pyong Pyong
items: Strategi Digital Public Relations Sekolah: Analisis 7C Framework pada Akun Instagram @smp.annamiroh1
items: Strategi PR Adaptif Humas LPP TVRI Bali melalui Storytelling Digital
items: Maxim Violations in the Dialogues of Pramoedya Ananta Toer’s This Earth of Mankind: A Pragmatic Analysis
items: Strategi Komunikasi Pemerintah: Analisis Lintas Platform pada Pemprov Jabar, Banten, dan DIY
items: Menelisik Pandangan Wartawan Lokal di Sulawesi Selatan terhadap Pemanfaatan Kecerdasan Buatan
items: Konstruksi Identitas Profesional Selebritas: Analisis Konten pada Unggahan 'Open to Work' Prilly Latuconsina di LinkedIn
items: Ruang Ketiga Hutan Pinus: Studi Etnografi Pola Interaksi Budaya Nongkrong Dante Pine
items: Duality of Identity and Intergenerational Authority: Networking and Negotiation Competencies among Indonesian Adolescents
items: Representasi Kemiskinan dalam Tayangan Bedah Rumah pada Channel Youtube AMP Official Episode 242
items: Artificial Intelligence Journalism in Indonesia’s Media Business Model
items: Meningkatkan Minat Pemesanan Akomodasi melalui Online Review dan Branding Tiket.com di Jakarta Pusat
items: Emergent Strategy Need for Seat dalam Membentuk Positive Word of Mouth
items: Adaptasi Love Language dalam Media Komunikasi Digital pada Hubungan Jarak Jauh Mahasiswa
items: Building Consumer Trust Through Persuasive Communication Qualitative Study on TikTok Content @tonyptra
items: Pemanfaatan Owner Generated Content sebagai Strategi Peningkatan Engagement Audiens pada Akun TikTok Owner Deviena Skincare
items: Konstruksi Citra Heroik dan Persuasif Karakter Monkey D. Luffy pada Anime One Piece Arc Wano Kuni
items: Persepsi Mahasiswa Vokasi IPB 61 terhadap Penggunaan Streak TikTok dalam Kontinuitas Komunikasi
items: Kesadaran Kolektif Fenomena Tagar #TumpukDiTengah pada Perilaku Pengunjung Food Court Surabaya
items: Dampak Penggunaan ChatGPT terhadap Produksi Konten Video di Kalangan Mahasiswa
items: Strategi Komunikasi Paguyuban Kalijawi dalam Mendorong Partisipasi Warga pada Pengelolaan Lingkungan Bantaran Sungai
items: Wacana Politik Anggota DPR dalam Merespons Solidaritas Digital: Studi atas Penggalangan Donasi Ferry Irwandi
items: Interpretasi Audiens pada Pasangan Suami Istri dalam Program KB Vasektomi di Youtube Channel Kang Dedi Mulyadi
items: Analisis Strategi Integrated Marketing Communication (IMC) Tribun Jogja dalam Menarik Pengiklan Lokal Yogyakarta
items: Verified Badge dan Kekerasan Simbolik di Media Sosial: Distorsi Kepercayaan dan Legitimasi Digital
items: Strategi Brand Storytelling Yayasan Aksi Berbagi dalam Membangun Brand Meaning di Media Sosial (Studi Kasus pada Konten Digital @Aksiberbagi)
items: Media Online dan Konstruksi Persepsi Politik Masyarakat Pemilu 2024
items: Strategi Employee Engagement LeadGeeks Inc. dalam Meningkatkan Brand Awareness
items: Komunikasi Visual dan Ideologi Kepemimpinan dalam Lukisan Kuda Api
items: Representasi Toxic Relationship Pasangan BL dalam Serial GMMTV "Only Friends : Dream”
items: Perkembangan Hubungan Antartokoh dalam Film The Proposal (2009) Kajian Teori Social Penetration
items: The Urgency of Crisis Communication in Responding to Sexual Harassment: Maintaining the University’s Image and Trust
items: Acclaim Strategies in the 2024 Bengkulu Regional Election Debate
items: Leveraging Key Opinion Leaders Marketing Strategies: Beauty of Joseon on TikTok
items: Analisis Resepsi Generasi Z pada Lagu “Rayuan Perempuan Gila”
items: Pengaruh Strategi Pemasaran Digital terhadap Penjualan Produk pada Akun TikTok @crsl.store
items: Strategi Public Relations Metro TV dalam Membentuk Opini Publik melalui Program Meet Nite Live
items: Analisis Pesan Persuasif dalam Konten Digital di Kampung Wisata Barokah
items: Dinamika Interaksi Fandom dalam Ruang Digital: Studi Etnografi Digital Budaya Partisipatif TEUME Indonesia di Media Sosial

Dinamika Komunikasi Interpersonal Atlet Wushu dalam Menghadapi Tekanan Psikologis pada Fase Pra-Pertandingan
type: item
description: This study aims to analyze the interpersonal communication dynamics of wushu athletes facing psychological pressure during the pre-competition phase. The analysis rests on a qualitative case study design and DeVito's five dimensions of interpersonal communication. Semi-structured interviews at Sasana Wushu Yasanis Surabaya involved six athletes as key informants, alongside two coaches and two teammates as informants. Thematic analysis covered transcription, repeated reading, initial coding, code grouping, theme development, and interpretation, while source triangulation and member checking strengthened credibility. The findings reveal that athletes' openness is selective, psychological pressure is constructed through personal and relational factors, communication functions ambivalently as both support and a source of pressure, and interpersonal interaction contributes to athletes' emotional co-regulation. The reception of evaluative messages depends on delivery timing, vocal tone, and athletes' emotional state, so the same message can either calm or burden athletes. This study extends interpersonal communication theory into sports communication and provides a practical basis for coaches and club managers to build supportive pre-competition communication.
creator: Dhani Reyhan Syahputra
creator: Nur'annafi Farni Syam Maella
creator: Nurul Suhesti
creator: Farida Farida
rights: Copyright (c) 2026 Dhani Reyhan Syahputra, Nur'annafi Farni Syam Maella, Nurul Suhesti, Farida Farida https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1385
ending page: 1399
doi: 10.54259/mukasi.v5i3.8474

Digital Branding “Livin By Mandiri” Dari Sudut Pandang Teori Social Exchange
type: item
description: This study discusses Digital Branding of Digital Banking products from Bank Mandiri. Mandiri Digital Banking products consist of Livin By Mandiri (individual) and Kopra by Mandiri (Company), where even though Bank Mandiri Digital Banking was only introduced after the Covid 19 pandemic, the number of transactions is relatively large (especially Livin by Mandiri) during 2024 ranked second after BCA which is indeed the leader in Digital transactions in Indonesia. The research method used is qualitative, using the Social Exchange Theory from John Thibaut and Harold Kelley with the substance of how people evaluate and maintain social relationships by comparing costs and benefits in establishing relationships. Customer Loyalty is the main thing, where in this study it can be seen that Bank Mandiri has programs including: Perceived Ease of Use, Perceived Usefulness, All-In-One Ecosystem, Building Connection That Mandiri Elevate my Living Norm We are beyond banking and Always Here For You! We grow together with our customers. The strategy in question is applied in Bank Mandiri's social media, for example in the FOMO IMLEK promo. The impact of this research is a personal and individual approach to management or customers, must utilize Bank Mandiri as Corporate Banking with an ecosystem approach to the company where the individual works, meaning that the priority marketing target is employees of the corporation in question.
creator: Agus Prakarsa Yuristama
creator: Manik Sunuantari
rights: Copyright (c) 2026 Agus Prakarsa Yuristama, Manik Sunuantari https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1400
ending page: 1414
doi: 10.54259/mukasi.v5i3.5211

Kapital Relasional dan Konversi Modal Bourdieu Studi Kasus Band Pyong Pyong
type: item
description: In Indonesia, subculture tend to be associated negatively. However some of music band still exist and expanding even though with the kind of attribute that attached to them. The view from Pierre Bourdieu about cultural have been used by us to study capital conversion by Pyong Pyong, a music band in Pop Punk genre. This study offer novelty from the study orientation point of view, thus most of the previous study focus on visual commodification, as we offer the study of the dynamic of music agency in the music ecosystem. As for the data analysis, we conducted interview and documentation archive gathering. There are points that have been found that one of their advantages compare to other bands is their consistency. This consistency reflected by the high traffic earned by Pyong Pyong in the internet and social media. This achievement did not stand exclusively by built by inclusive pattern and with the sustainability principle. Future studies can explore comparative study with other Pop Punk bands from other cities such as Bandung, Surakarta, Yogyakarta, and many more to test generalization of the model, or inviting perspective from other Band in Semarang.
creator: Haris Yuliyanto
creator: Adi Nugroho
creator: Panji Mukadis
rights: Copyright (c) 2026 Haris Yuliyanto, Adi Nugroho, Panji Mukadis https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1415
ending page: 1429
doi: 10.54259/mukasi.v5i3.7140

Strategi Digital Public Relations Sekolah: Analisis 7C Framework pada Akun Instagram @smp.annamiroh1
type: item
description: This study aims to determine how the An Namiroh 1 Junior High School Multimedia Team utilizes the Instagram account @smp.annamiroh1 to publish information to the public from the perspective of Jeffrey F. Rayport and Bernard J. Jaworski's 7C Framework. The research employs a qualitative approach using interviews, observations, and documentation of 76 posts from January to February 2025. The results show that all elements of 7C (context, content, community, communication, connection, customization, and commerce) have been implemented in an integrated manner. However, its application has undergone contextual adaptation: the commercial orientation of e-commerce has shifted to a reputational and ideological strategy in the context of value-based education. Social media not only functions as a means of promotion, but also as a space for representing Islamic identity, strengthening moral legitimacy, building public trust, and articulating the vision of “Creating World Class Leaders.” These findings expand the relevance of the 7C Framework by showing that in Islamic educational institutions, digital communication acts as an instrument for shaping image and global positioning rooted in religious values.
creator: Indah Mardini Putri
rights: Copyright (c) 2026 Indah Mardini Putri https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1430
ending page: 1444
doi: 10.54259/mukasi.v5i3.7250

Strategi PR Adaptif Humas LPP TVRI Bali melalui Storytelling Digital
type: item
description: The development of digital technology has significantly transformed public relations practices in LPP TVRI Bali, particularly in creating some content more interactive, participatory, and data-driven communication patterns. This study aim to give some analyzes how the adaptive PR strategy implemented by public relations division through digital storytelling to build the reputation of the institutional image and engagement of audience in digitalization era. The research employs a qualitative descriptive method with an approach with a case study. Data were collected through in-depth interview, observation of digital communication activities, and documentation from Instagram content of @humastvribali. The findings reveal that digitalization in media transformation has shifted by the role of PR practitioners from delivering the merely disseminating information to manage the reputation also producing strategic content based on real-time. Implementation of digital storytelling through human-centered narratives, some content about behind the scenes some program in LPP TVRI Bali, adding creative visual elements, and the use of AI as supporting tool to build the creativeness of content production. Strategy evaluation is conducted based on engagement metrics such as likes, shares and growth’s follower. The strategy gain the support from the organizational through training and technological facilities for strengthening the effectiveness of the strategy.
creator: A.A.A. Ngurah Sumitha Ghanjali
creator: Mochammad Kresna Noer
rights: Copyright (c) 2026 A.A.A. Ngurah Sumitha Ghanjali, Mochammad Kresna Noer https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1445
ending page: 1457
doi: 10.54259/mukasi.v5i3.7303

Maxim Violations in the Dialogues of Pramoedya Ananta Toer’s This Earth of Mankind: A Pragmatic Analysis
type: item
description: Literary works are commonly used to share ideas. In a novel, the characters’ dialogues may be used as one way to deliver ideas or messages. This study examines the violation of conversational maxims in the dialogues of the Indonesian well-known novel This Earth of Mankind that written by Pramoedya Ananta Toer using Grice’s Cooperative Principles. Grice’s communication framework might not be fulfilled in conversation with particular reason, in other word, it is violated. The purpose of this research is to identify the types of maxim violations and its frequent that occur in the novel This Earth of Mankind among the characters’ dialogue. This research employs a qualitative design with a library research approach, with the data gathered from the novel. 67 utterances found containing maxim violations, and the findings reveal that a total of 88 maxims were identified, since several utterances contain more than one maxim. The most frequent violation found in the maxim of relevance or relation, occurring 34 times (38.6%), followed by the maxim of quantity and manner, each occurring 22 times (25%), and the least frequent is the maxim of quality, occurring 10 times (11.4%). Maxim violations functioned as pragmatic strategies to develop the characters and used to showed the social hierarchy's influence to the style of speaking.
creator: Olga Kusuma Sari
creator: Anis Azimah
creator: Luluk Anjarwati
rights: Copyright (c) 2026 Olga Kusuma Sari, Anis Azimah, Luluk Anjarwati https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1458
ending page: 1373
doi: 10.54259/mukasi.v5i3.7318

Strategi Komunikasi Pemerintah: Analisis Lintas Platform pada Pemprov Jabar, Banten, dan DIY
type: item
description: This study aims to analyze corporate communication strategies, information dissemination patterns, the impact of political personalization, audience adaptation, and the implementation of dialogic communication on the official social media accounts of the West Java, Banten, and DIY Provincial Governments across five platforms (YouTube, Instagram, Facebook, TikTok, and X). The study employed a Systematic Documentary Review (SDR) method, treating social media posts as digital documents. Data were collected from December 1–14, 2025, through identification, screening, eligibility, and inclusion stages. The results indicate massive strategic differentiations: West Java focused on socialization (47.0%), Banten on formal news (77.4%), and DIY on high-volume news and events (88.1%). Instagram dominated public interactions, yet DIY excelled in an omnichannel approach. A strategic anomaly was found in West Java with 0% YouTube activity, neglecting emotional engagement potential despite its strong "Content Governor" culture. In conclusion, the high quantity of administrative information (as seen in Banten) failed to generate organic engagement because digital audiences respond better to narrative-humanistic approaches. Therefore, local governments must evaluate their digital presence to serve as adaptive dialogic communication instruments rather than mere bureaucratic showcases.
creator: Sean Filo Muhamad
creator: Despian Nurhidayat
rights: Copyright (c) 2026 Sean Filo Muhamad, Despian Nurhidayat https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1474
ending page: 1487
doi: 10.54259/mukasi.v5i3.7391

Menelisik Pandangan Wartawan Lokal di Sulawesi Selatan terhadap Pemanfaatan Kecerdasan Buatan
type: item
description: Artificial intelligence (AI) technology has been applied in various sectors, including the mass media industry. Media managers believe AI can present news more systematically and efficiently than human journalists. This study aims to analyze the perspectives of local mass media journalists in Makassar regarding the use of AI, employing a qualitative approach and a case study method. Data were collected through in-depth interviews and analyzed using thematic analysis. Utilizing the Technology Acceptance Model (TAM) as a theoretical framework, this study identifies the factors influencing journalists' attitudes toward AI, including perceived usefulness and perceived ease of use. The findings reveal a generally positive acceptance of AI technology among local journalists in Makassar. AI is primarily used to support productivity, creativity, and work efficiency. Overall, journalists perceive AI as a functional tool that can accelerate various journalistic processes, such as writing, editing scripts, formulating interview questions, and producing multimedia content. Despite the convenience and efficiency AI offers, journalists maintain a selective and critical attitude toward its use. They are aware that AI technology has limitations in representing the humanistic values of journalism, such as empathy, social sensitivity, and intuition in news writing.
creator: Moehammad Gafar Yoedtadi
creator: Arif Fuddin Usman
rights: Copyright (c) 2026 Moehammad Gafar Yoedtadi, Arif Fuddin Usman https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1488
ending page: 1502
doi: 10.54259/mukasi.v5i3.7411

Konstruksi Identitas Profesional Selebritas: Analisis Konten pada Unggahan 'Open to Work' Prilly Latuconsina di LinkedIn
type: item
description: This study aims to analyze the professional identity construction strategy carried out by Prilly Latuconsina through her "Open to Work" post on LinkedIn in January 2026. This phenomenon attracted widespread public attention as it represented an unconventional move by a prominent Indonesian celebrity in her effort to reposition her image from the entertainment industry toward the professional realm of business and management. This study employs a qualitative approach using qualitative content analysis, with the research objects comprising the post narrative, profile headline, and diction choices used in Prilly Latuconsina's LinkedIn profile. The theoretical framework includes Erving Goffman's self-presentation theory through the concepts of front stage and back stage, as well as personal branding concepts from Peter Montoya and Stevani and Widayatmoko. The findings indicate that Prilly strategically utilized platform selection, narrative structure, and professional diction to construct her new identity as a competent individual in the business domain. This identity construction was reinforced by the consistency between the narrative she built and the concrete actions she took following the post. This study concludes that effective personal branding requires alignment among narrative, competence, platform selection, and consistency of action on a sustained basis.
creator: Reza Mehdi Fauzi
creator: Zahrotul Munawwaroh
creator: Sigit Andrianto
creator: Mohammad Syarrafah
rights: Copyright (c) 2026 Reza Mehdi Fauzi, Zahrotul Munawwaroh, Sigit Andrianto, Mohammad Syarrafah https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1503
ending page: 1515
doi: 10.54259/mukasi.v5i3.7428

Ruang Ketiga Hutan Pinus: Studi Etnografi Pola Interaksi Budaya Nongkrong Dante Pine
type: item
description: This study aims to explore the communication dynamics in the Dante Pine tourism area, Enrekang Regency, as a "Third Place" for the youth community. Using the Ethnography of Communication method, this research examines how spatial configurations and environmental factors influence interaction patterns. Findings reveal that Dante Pine’s sociopetal layout and biophilic climate act as facilitators for self-disclosure, shifting communication patterns from small talk to deep talk. Non-verbally, the cold temperature and the use of artifacts (coffee/campfires) decrease physical distance (proxemics) and increase the intensity of eye contact. Furthermore, visitors engage in hybrid impression management, where they construct an outdoor lifestyle identity through the integration of physical activities and digital representation on social media. Cyber validation emerges as a key element in reinforcing social status in the real world. This study concludes that Dante Pine acts as a hybrid communication ecosystem that integrates physical and cyber spaces in mediating the needs for self-expression and identity reinforcement for the digital generation.
creator: Adelia Adelia
creator: Muh Akbar
creator: Arianto Arianto
rights: Copyright (c) 2026 Adelia Adelia, Muh Akbar, Arianto Arianto https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 15`16
ending page: 1525
doi: 10.54259/mukasi.v5i3.7447

Duality of Identity and Intergenerational Authority: Networking and Negotiation Competencies among Indonesian Adolescents
type: item
description: This study examines how networking and negotiation skills manifest as digital communication competencies among Indonesian high school students. With internet penetration reaching 79.5% in 2024 and Generation Z constituting the largest user group at 34.4% (APJII, 2024), understanding how adolescents develop communicative competencies in online spaces has become increasingly urgent. Using an explanatory sequential mixed-methods design, this study combines a purposive online survey of Karya Ilmiah Remaja (KIR) students in South Jakarta with in-depth case study interviews of two highly engaged participants. Findings reveal four key results: participants demonstrated critical information-seeking practices reinforced by their KIR research background; they used social media platforms in purposefully differentiated ways for learning, creative expression, and entertainment; they exercised negotiation competence through dual-account identity management and sensitivity to SARA issues; and participatory culture experience had produced a reversal of intergenerational communicative authority, with adolescents educating parents about digital norms. This study contributes to communication scholarship by repositioning networking and negotiation as core digital communication competencies, and by situating Jenkins' framework within a culturally specific Indonesian context.
creator: Zahrotul Munawwaroh
creator: Mohammad Syarrafah
creator: Reza Mehdi Fauzi
creator: Sigit Andrianto
rights: Copyright (c) 2026 Zahrotul Munawwaroh, Mohammad Syarrafah, Reza Mehdi Fauzi, Sigit Andrianto https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-06-15
publication date: 2026-06-15
volume: 5
number: 3
starting page: 1526
ending page: 1538
doi: 10.54259/mukasi.v5i3.7451

Representasi Kemiskinan dalam Tayangan Bedah Rumah pada Channel Youtube AMP Official Episode 242
type: item
description: This study aims to analyze the representation of poverty in the program Bedah Rumah on the Asia Media Production Official YouTube channel episode 242, as well as to identify the meanings of denotation, connotation, and myth presented in the program. This research employs a qualitative method using the semiotic approach of Roland Barthes. Data were collected through video observation, scene screenshots, and relevant visual documentation, and then analyzed based on three levels of meaning: denotation, connotation, and myth. The results show that poverty is represented through inadequate housing conditions, limited facilities, daily activities, and emotional expressions that emphasize life limitations and family struggles. At the connotative level, the meanings reflect powerlessness, limited access, and dependency on external assistance. Meanwhile, at the myth level, poverty is naturalized as an individual condition rather than a broader structural issue. These findings indicate that media not only represents reality but also shapes public understanding through the selection of visual signs that are often emotional and ideological, thereby potentially reinforcing particular perspectives toward economically disadvantaged communities.
creator: Syafa'at Nur Halifa
creator: Shafa Salsabila Rusdhiankasa
creator: Putrawan Yuliandri
rights: Copyright (c) 2026 Syafa'at Nur Halifa, Shafa Salsabila Rusdhiankasa, Putrawan Yuliandri https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1539
ending page: 1552
doi: 10.54259/mukasi.v5i3.7557

Artificial Intelligence Journalism in Indonesia’s Media Business Model
type: item
description: This article aims to investigate the potential application of artificial intelligence (AI) business processes in online journalism practice in Indonesia. The rapid development of AI technology provides new pathways for business model innovation in digital journalism platform enterprise. Kompas.com and Tempo.co are two media institutions chosen based on two criteria. First, the media background and history show that the two media have a long track record. Second, the ranking carried out by the Reuters Institute in 2023 shows that the two media are a reference for the audience in searching for information. This research uses the concept of Simon (2024), which formulates four important aspects in new business models that replace conventional business models. The four aspects of the media business model are access and information, selection and filtering, processing and editing, and publication and distribution. The concept of Simon (2024) attempts to identify the potential integration of AI into journalism business media practice, that has led stakeholders to respond its case by creating a more comprehensive regulatory framework which consists of various practices aimed at evaluating, identifying, and exploring technological developments. This research highlights AI’s role in enhancing newsroom resource allocation and improve decision-making procedures and amplifies their accuracy and reliability. The result of this research shows that there are differences in the use of AI in the media business in Indonesia. Kompas.com utilizes AI in most of its business model, whereas Tempo.co still bases its journalism process on conventional mechanisms involving humans.
creator: Adam W. Sukarno
creator: Mirfath Mirfath
rights: Copyright (c) 2026 Adam W. Sukarno, Mirfath Mirfath https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1553
ending page: 1565
doi: 10.54259/mukasi.v5i3.7560

Meningkatkan Minat Pemesanan Akomodasi melalui Online Review dan Branding Tiket.com di Jakarta Pusat
type: item
description: This study aims to analyze the influence of online reviews as a form of User-Generated Content (UGC) and branding as a form of digital marketing communication on booking interest in TD Home, a hybrid accommodation located in Central Jakarta. Despite growing demand for multifunctional lodging, bookings via Tiket.com remain low, highlighting the need for empirical research on how consumers perceive digital information on online travel agent (OTA) platforms. Using a positivist paradigm and a quantitative explanatory approach, the study surveyed 164 respondents. The research findings indicate that branding has a more significant influence than online reviews, suggesting that consumers tend to rely on the credibility of digital platforms when making booking decisions. Online reviews build credibility and social proof, while branding strengthens consumer trust and reduces perceived risks. The model explains 74.9% of the variance in booking intention, underscoring the combined role of online reviews and brand strength in shaping consumer decisions on digital platforms. The findings suggest that enhancing review quality, ensuring brand consistency, and adopting more integrated digital communication strategies are essential for improving booking conversions for TD Home via Tiket.com.
creator: Tjitjih Dewiasih
creator: Guntur F. Prisanto
rights: Copyright (c) 2026 Tjitjih Dewiasih, Guntur F. Prisanto https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1566
ending page: 1579
doi: 10.54259/mukasi.v5i3.7646

Emergent Strategy Need for Seat dalam Membentuk Positive Word of Mouth
type: item
description: The rapid growth of the game industry in Indonesia, driven by social media and digital algorithm dynamics, has created a complex and unpredictable marketing environment, requiring adaptive marketing communication strategies through an emergent approach. This study aims to explore how marketing communication strategies are formed in the indie game Need for Seat through an emergent process and how they contribute to the formation of electronic word of mouth (eWOM). Based on a literature review of emergent strategy, marketing communication, and eWOM, this research employs a qualitative approach within a constructivist paradigm using semi-structured interviews, digital observation, and data analysis. The findings reveal that marketing communication strategies are formed emergently through adaptive responses to viral social media dynamics, resulting in a combination of push, pull, and profile strategies evolving from spontaneous actions, audience interactions, and learning processes. Furthermore, these strategies trigger a non-linear eWOM cycle consisting of exposure, evaluation, and creation, strengthened by product uniqueness, influencer credibility, and user experience. This research concludes that emergent strategies complement deliberate strategies while contributing theoretically and empirically to marketing communication studies, particularly in resource-constrained indie game contexts.
creator: Raihan Ammar
creator: Jefri Audi Wempi
rights: Copyright (c) 2026 Raihan Ammar, Jefri Audi Wempi https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1580
ending page: 1594
doi: 10.54259/mukasi.v5i3.7678

Adaptasi Love Language dalam Media Komunikasi Digital pada Hubungan Jarak Jauh Mahasiswa
type: item
description: Long-distance relationships (LDR) have become increasingly common among university students due to educational mobility and the growing use of digital communication media. Physical separation requires couples to adapt the way they express and receive affection in order to maintain emotional intimacy. This study aims to analyze the adaptation of love languages in digital communication among students in long-distance relationships and examine how partners interpret these expressions of affection. This research employed a descriptive qualitative approach through in-depth interviews with three university student couples in LDR relationships. The data were supported by screenshots of digital conversations as triangulation material and analyzed using thematic coding based on Gary Chapman’s Five Love Languages and interpersonal communication theory. The findings reveal that love languages are transformed into symbolic and digital forms. Quality Time and Words of Affirmation emerged as the most dominant forms through video calls, text messages, and shared virtual presence. Meanwhile, Acts of Service and Receiving Gifts appeared through emotional support and digitally mediated assistance. The study also identified communication shifts such as scheduled intimacy, increased self-disclosure, and post-conflict overthinking caused by the limitations of digital interaction. The success of LDR relationships is strongly influenced by consistent emotional presence and the ability to interpret small acts of affection through digital media.
creator: Alodia Bidara Prabawati
rights: Copyright (c) 2026 Alodia Bidara Prabawati https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1595
ending page: 1607
doi: 10.54259/mukasi.v5i3.7689

Building Consumer Trust Through Persuasive Communication Qualitative Study on TikTok Content @tonyptra
type: item
description: Consumer trust in review content on TikTok is becoming increasingly complex as the number of influencers on the platform grows. With 108 million active users, Indonesia makes TikTok a strategic space for influencers to build credibility and influence audience perceptions, although not all persuasive messages conveyed are considered credible by the audience. This study aims to analyze the persuasive communication strategies used by @tonyptra in his review content on TikTok, as well as to examine how these strategies contribute to the formation of audience trust in the reviewed products. This study employs a descriptive qualitative approach by analyzing @tonyptra’s video content, categorized under the hashtags #Matok. The results indicate that persuasive communication in Anthony Yaputra’s review content serves not only to convey information but also to shape the audience’s perceptions, attitudes, and decisions regarding the products. Consumer trust is built gradually through the experiences depicted, visual reinforcement, and social interactions occurring in the comments section. Thus, this study demonstrates that the persuasive communication strategies employed by @tonyptra through the #Matok content play a crucial role in building consumer trust, confirming that consumer trust on TikTok is the result of a dynamic and interactive communication process, as evidenced through audience responses in the comments section and the experiences depicted in the review content.
creator: Siti Aminah
creator: Laili Etika Rahmawati
rights: Copyright (c) 2026 Siti Aminah, Laili Etika Rahmawati https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1608
ending page: 1619
doi: 10.54259/mukasi.v5i3.7711

Pemanfaatan Owner Generated Content sebagai Strategi Peningkatan Engagement Audiens pada Akun TikTok Owner Deviena Skincare
type: item
description: The rapid development of social media has transformed digital marketing communication practices, particularly through TikTok as an interactive and visually oriented platform. In the current digital environment, audiences tend to prefer authentic and personalized content over conventional promotional messages. One communication strategy that has gained increasing attention is Owner Generated Content (OGC), which refers to content created and delivered directly by the brand owner. This study aims to analyze the utilization of Owner Generated Content as a strategy to increase audience engagement on the TikTok account of Deviena Skincare’s owner. This research employs a qualitative approach using a case study design. Data were collected through cyber observation, documentation, and analysis of audience engagement indicators, including likes, comments, and shares. The research focused on ten TikTok contents with the highest engagement levels during the January–April 2026 period. The findings reveal that OGC effectively enhances audience engagement through authentic communication, personal storytelling, educational content, business transparency, and direct interaction with followers. The owner’s presence as the primary communicator creates emotional connections, strengthens audience trust, and humanizes the brand. Furthermore, content characterized by authenticity and interactivity generates organic engagement that supports content visibility within TikTok’s algorithmic ecosystem. The study concludes that Owner Generated Content is an effective digital marketing communication strategy for increasing audience engagement and strengthening the brand image of local skincare businesses.
creator: Alfiyani Aisyah
creator: Himawan Ardhi Ristanto
creator: Imam Budi Prasetyo
rights: Copyright (c) 2026 Alfiyani Aisyah, Himawan Ardhi Ristanto, Imam Budi Prasetyo https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1620
ending page: 1632
doi: 10.54259/mukasi.v5i3.7722

Konstruksi Citra Heroik dan Persuasif Karakter Monkey D. Luffy pada Anime One Piece Arc Wano Kuni
type: item
description: This study aims to analyze the construction of heroic image and persuasive communication of Monkey D. Luffy in the anime One Piece: Wano Kuni Arc as a representation of meaning in popular media. This research employs a qualitative interpretative approach using Roland Barthes’ semiotic analysis, which includes denotation, connotation, and myth. Data were collected through observation and documentation of relevant scenes and dialogues, while data analysis was conducted by identifying visual and verbal signs and interpreting their meanings. The results indicate that Luffy’s heroic image is constructed through acts of protecting the oppressed, courage in confronting tyranny, and consistency in upholding justice. Meanwhile, his persuasive image is built through symbolic communication that fosters awareness, solidarity, and collective trust. At the myth level, Luffy is represented as a liberator symbol that embodies social hope. This study concludes that anime functions not only as entertainment but also as an effective communication medium in shaping social meaning and leadership values in society.).
creator: Muhammad Haris Wardana
creator: Robi’ah Machtumah Malayati
rights: Copyright (c) 2026 Muhammad Wardana https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1633
ending page: 1646
doi: 10.54259/mukasi.v5i3.7743

Persepsi Mahasiswa Vokasi IPB 61 terhadap Penggunaan Streak TikTok dalam Kontinuitas Komunikasi
type: item
description: This journal examines the perceptions of Vocational School students of IPB University Batch 61 regarding the use of TikTok’s streak feature in maintaining communication continuity. The research employed a qualitative method with a phenomenological approach, and data were collected through in-depth interviews with six informants from various study programs who actively use the TikTok streak feature. The findings indicate that most students perceive the streak feature as a marker of communication frequency rather than a measure of relationship closeness. According to the informants, the streak feature encourages daily interactions, although the quality of communication varies, taking forms such as emojis, videos, or short messages. These communication patterns are carried out as an effort to maintain interaction continuity and therefore tend to be phatic in nature. Several factors were also found to influence the sustainability of streaks, including habitual behavior, reciprocal social pressure, and leisure time. Although the communication established through the feature is often considered merely a formality, it helps students develop communicative routines that maintain social relationships and prevent loss of contact. This study demonstrates that TikTok’s streak feature plays a significant role in shaping communication patterns and interpersonal interactions among university students in the digital era.
creator: Hasya Maurilla
creator: Amiruddin Saleh
creator: Harvia Atika Zahira
rights: Copyright (c) 2026 Hasya Maurilla, Amiruddin Saleh, Harvia Atika Zahira https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1647
ending page: 1659
doi: 10.54259/mukasi.v5i3.7778

Kesadaran Kolektif Fenomena Tagar #TumpukDiTengah pada Perilaku Pengunjung Food Court Surabaya
type: item
description: This study was motivated by the low level of awareness among visitors regarding the proper disposal of used tableware in food court areas across Surabaya during a hashtag-based social campaign. The study aims to analyze how the #TumpukDiTengah hashtag phenomenon is understood and interpreted, as well as its impact on visitors’ hygiene behavior in public spaces. The method applied is qualitative with Edmund Husserl’s phenomenological approach, using bracketing, intentionality, and phenomenological reduction techniques based on in-depth interview data from six informants. The research findings reveal that the act of stacking used tableware is not viewed as a formal obligation, but rather as a manifestation of social awareness triggered by empathy toward servers, personal experiences, and early family upbringing. The hashtag #TumpukDiTengah serves to reinforce an already ingrained habit, rather than entirely creating new behavior. The study’s conclusion emphasizes the importance of integrating digital campaigns with the provision of adequate infrastructure. The #TumpukDiTengah behavior is expected to mark the beginning of the formation of a more comprehensive collective awareness within the food court environment in the city of Surabaya.
creator: Ajeng Ulima Athaillah Kelana
creator: Anam Miftakhul Huda
rights: Copyright (c) 2026 Ajeng Ulima Athaillah Kelana, Anam Miftakhul Huda https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1660
ending page: 1672
doi: 10.54259/mukasi.v5i3.7870

Dampak Penggunaan ChatGPT terhadap Produksi Konten Video di Kalangan Mahasiswa
type: item
description: This study aims to analyze the impact of ChatGPT usage on video content production among university students. The study employed a qualitative approach with a phenomenological method through in-depth semi-structured interviews with five students in the Digital Communication and Media Study Program at IPB University's Vocational School, selected using purposive sampling. Data were analyzed using thematic analysis. The results showed that students utilized ChatGPT primarily during the pre-production stage for brainstorming, conceptualizing, and writing video scripts. Using ChatGPT improved work efficiency by shortening the process of ideation and content planning from several hours to approximately 10–15 minutes. Furthermore, ChatGPT helped students achieve a more focused and structured workflow. However, the study also found a polarizing impact on creativity. Students who utilized ChatGPT as a supporting tool maintained their creativity and originality, while those who relied on it as a substitute for the creative process experienced decreased creativity, writing skills, and a tendency toward dependency. These findings emphasize the importance of critical and responsible AI literacy in higher education.
creator: Nayyara Achmad Putri
creator: Leonard Dharmawan
creator: Athaullah Sikumbang
rights: Copyright (c) 2026 Nayyara Achmad Putri, Leonard Dharmawan, Athaullah Sikumbang https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1673
ending page: 1686
doi: 10.54259/mukasi.v5i3.7915

Strategi Komunikasi Paguyuban Kalijawi dalam Mendorong Partisipasi Warga pada Pengelolaan Lingkungan Bantaran Sungai
type: item
description: This study discusses the communication strategy of the Kalijawi community organization in encouraging community participation in the environmental management of riverbank areas. Community participation plays an important role in environmental management, particularly in riverbank settlements that often face complex social and environmental issues. This research employed a descriptive qualitative approach using interviews, observations, and documentation techniques. The informants consisted of community leaders, active members of the organization, local public figures, and residents involved in community activities.The findings reveal that the communication strategy implemented by the Kalijawi community organization was developed through collective message planning, interpersonal interaction, and the use of community-based communication media such as group meetings and digital platforms, particularly WhatsApp Groups. In practice, persuasive and dialogical approaches not only positioned residents as recipients of information but also encouraged them to become active agents in environmental activities. The study also found that the involvement of social actors and local social networks, including community group members and neighborhood leaders (RT/RW), strengthened residents’ trust in community programs. These findings indicate that participatory communication based on social closeness and collective interaction plays a significant role in building public awareness and participation in environmental management.
creator: Melinda Sari
creator: Dias Regina Pinkan
rights: Copyright (c) 2026 Melinda Sari, Dias Regina Pinkan https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1687
ending page: 1698
doi: 10.54259/mukasi.v5i3.7929

Wacana Politik Anggota DPR dalam Merespons Solidaritas Digital: Studi atas Penggalangan Donasi Ferry Irwandi
type: item
description: This study examines the discourse of a statement by a member of Commission I of the Indonesian House of Representatives from the Gerindra Party regarding digital fundraising by Ferry Irwandi in the context of flood disasters in Sumatra and Aceh. The study aims to understand how the statement constructs meaning about the roles of the state, civil society, and the digital public sphere. Using a qualitative approach with a critical paradigm, the research employs Norman Fairclough’s Critical Discourse Analysis. The primary data consist of excerpts from Endipat Wijaya’s statement during a parliamentary working meeting, as reported by CNN Indonesia. Analysis focused on Fairclough’s three dimensions: textual, discursive, and sociocultural. Findings indicate that textually, the statement uses diction that diminishes individual contributions, such as “only,” “just,” and “acting as if they are the most.” Discursively, it was produced in an official parliamentary forum and disseminated via mass media, entering public debate. Socioculturally, the statement reflects efforts to maintain state legitimacy amid increasing civil society participation. The study concludes that political discourse can serve as an arena for contesting meaning between state narratives and citizen participation.
creator: Sheila Monica Sianturi
creator: Ema Ema
creator: Nurkinan Nurkinan
rights: Copyright (c) 2026 Sheila Monica Sianturi, Ema Ema, Nurkinan Nurkinan https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1699
ending page: 1710
doi: 10.54259/mukasi.v5i3.7933

Interpretasi Audiens pada Pasangan Suami Istri dalam Program KB Vasektomi di Youtube Channel Kang Dedi Mulyadi
type: item
description: The development of digital media, especially YouTube, has become an important tool in disseminating social issues, including the Family Planning (FP) program. One of the contents that has attracted public attention is a video on Kang Dedi Mulyadi's YouTube channel entitled "Father of 11 Children Asks for Time for Istikharah When KDM Invites to Use KB," which raises the invitation to perform vasectomy as a form of male responsibility in birth control and family economic readiness. This study aims to analyze the reception of the message conveyed in the video by the Klapanunggal community, Bogor Regency. The study used a descriptive qualitative approach with a constructivist paradigm and the Stuart Hall reception analysis method. Data were obtained through observation, in-depth interviews, and documentation of 10 informants consisting of 5 married couples. The analysis was conducted using the Stuart Hall encoding ecoding model that groups the audience into Dominant, Negotiated, and Oppositional positions. The results showed that the audience's interpretations were diverse, with 4 informants in the Dominant position, 2 informants in the Negotiated position, and 4 informants in the Oppositional position. Differences in reception were influenced by factors such as religion, culture, education, personal experience, and knowledge about vasectomy. The study concluded that the video was effective in sparking public discussion, but it did not yet produce a consensus on a dominant meaning within the community.
creator: Muhammad Rifai
creator: Nawiroh Vera
rights: Copyright (c) 2026 Muhammad Rifai, Nawiroh Vera https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1711
ending page: 1720
doi: 10.54259/mukasi.v5i3.7957

Analisis Strategi Integrated Marketing Communication (IMC) Tribun Jogja dalam Menarik Pengiklan Lokal Yogyakarta
type: item
description: This study aims to analyze in-depth the planning and implementation of the Integrated Marketing Communication (IMC) strategy implemented by Tribun Jogja, as well as to understand the role of media convergence and relationship marketing approaches in attracting local advertisers in Yogyakarta amidst digital disruption. The research method used was descriptive qualitative, with data collection techniques consisting of in-depth interviews with the Advertising Supervisor of the business division, observation, and documentation studies. The data analysis technique adopted an interactive model that encompasses data condensation, data presentation, and conclusion drawing. The results show that Tribun Jogja successfully expanded the function of its conventional promotional mix into a multimedia ecosystem by differentiating its products into four revenue streams and establishing a Creative Agency and Social Media Management unit. The media convergence strategy, through data-analytics-based bundling (print and digital), proved effective in attracting advertisers. The impact of this study provides a practical solution for local media management to reduce the psychological barriers of small advertisers (doubtful) through flexible financial policies and free creative assistance, while strengthening long-term partnership loyalty.
creator: Rizki Ainun Ni'mah
creator: Alfian Muhazir
rights: Copyright (c) 2026 Rizki Ainun Ni'mah, Alfian Muhazir https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1721
ending page: 1734
doi: 10.54259/mukasi.v5i3.8196

Verified Badge dan Kekerasan Simbolik di Media Sosial: Distorsi Kepercayaan dan Legitimasi Digital
type: item
description: Verified badges on social media were initially introduced as markers of account authenticity. Over time, they have become associated with credibility, influence, and public recognition. This study examines how verified badges function as symbolic capital in the formation of digital legitimacy and symbolic violence on social media. Drawing on Pierre Bourdieu’s concepts of symbolic capital, distinction, misrecognition, and symbolic violence, this research employs a qualitative case study approach. Data were collected through documentation and observation of social media conversations involving a cardiologist and an aesthetic physician whose posts generated public debate. The findings show that verified badges function as symbolic capital that shapes distinction and digital legitimacy through collective recognition. Public trust is influenced not only by professional competence but also by personal experiences, digital opinions, and collective recognition. The study demonstrates that authority struggles on social media arise from competing forms of legitimacy seeking public recognition in digital spaces
creator: Ajeng Iva Dwi Febriana
creator: Sigit Surahman
rights: Copyright (c) 2026 Ajeng Iva Dwi Febriana, Sigit Surahman https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1735
ending page: 1749
doi: 10.54259/mukasi.v5i3.8417

Strategi Brand Storytelling Yayasan Aksi Berbagi dalam Membangun Brand Meaning di Media Sosial (Studi Kasus pada Konten Digital @Aksiberbagi)
type: item
description: This study aims to analyze audience motives and gratifications in consuming digital content on the Instagram account @aksiberbagi and to explain the formation of brand meaning through storytelling content. A qualitative case study approach was employed. Data were collected through in-depth interviews with six followers of @aksiberbagi, interviews with account managers, content observation, and Instagram Insights analysis. The findings were analyzed using Uses and Gratifications Theory, narrative empathy, and brand meaning theory. The results indicate that audiences are driven by five main motives: information, affective, personal integrative, social integrative, and entertainment motives. Information seeking emerged as the dominant motive, while affective motives significantly enhanced audience engagement. Storytelling content featuring direct interviews with beneficiaries and authentic field visuals effectively generated narrative empathy and affective gratification. These experiences shaped Aksi Berbagi’s brand meaning as a trustworthy, transparent, caring, and religious organization. Direct involvement as volunteers or talents further strengthened emotional attachment and audience loyalty. However, gratification gaps remained due to inconsistent content publication and limited real-time reporting. The findings suggest that empathy-driven digital storytelling is an effective strategy for building positive brand meaning and encouraging prosocial behavior in philanthropic organizations.
creator: Khusna Wakhidakh
creator: Achmad Hamudi Assegaf
rights: Copyright (c) 2026 Khusna Wakhidakh, Achmad Hamudi Assegaf https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1750
ending page: 1764
doi: 10.54259/mukasi.v5i3.7962

Media Online dan Konstruksi Persepsi Politik Masyarakat Pemilu 2024
type: item
description: The development of digital media has transformed the way people consume political information, shifting from conventional media to online media that are faster, more interactive, and easily accessible. This study aims to analyze the influence of online mass media on public perception of Prabowo Subianto during the 2024 Indonesian Presidential Election. The research employed a quantitative approach using a descriptive survey method. Data were collected through an online questionnaire distributed via Google Forms to 138 respondents who actively accessed online media and followed political news related to the 2024 Presidential Election. The findings indicate that online mass media have a significant influence on shaping public political perceptions through agenda-setting, framing, and digital interactivity. A total of 98.6% of respondents accessed political news through online media, while 81.9% reported experiencing changes in their perceptions of Prabowo Subianto after being exposed to media coverage. Online media also played a role in constructing Prabowo Subianto’s political image as a figure who is closer to the younger generation. However, public perceptions remain influenced by personal factors such as political ideology, individual experiences, and historical memory. This study confirms that online media serve as an important actor in the construction of political reality in the digital era.
creator: Ramadanti Putri Mahanani
rights: Copyright (c) 2026 Ramadanti Putri Mahanani https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1765
ending page: 1778
doi: 10.54259/mukasi.v5i3.8039

Strategi Employee Engagement LeadGeeks Inc. dalam Meningkatkan Brand Awareness
type: item
description: This research aims to analyze the employee engagement strategy implemented by LeadGeeks Inc. to enhance brand awareness in the global Business-to-Business (B2B) market through a Public Relations (PR) lens. The research employs a qualitative descriptive approach with a single case study design. Data were collected through in-depth interviews, participant observation, and documentation, then analyzed using the interactive model of Miles, Huberman, and Saldaña. The findings show that employee engagement at LeadGeeks Inc. functions not only as an internal human resource practice but also as a communication mechanism that supports the formation of external brand awareness. LeadGeeks Inc. uses organizational strategies grounded in leadership, performance, and company communication practices to foster employees’ psychological attachment and encourage Stay, Strive, and Say behaviors. Employees then express these manifestations through professional communication, organizational visibility, authentic interactions, and organic word of mouth, which strengthen trust and professional relationships with external publics. This study demonstrates that in virtual work-based B2B organizations, employee engagement plays a strategic role in building organizational reputation and brand awareness organically through employees’ professional behavior and communication.
creator: Gabriela Loupatty
creator: George Nicholas Huwae
rights: Copyright (c) 2026 Gabriela Loupatty, George Nicholas Huwae https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1779
ending page: 1793
doi: 10.54259/mukasi.v5i3.8063

Komunikasi Visual dan Ideologi Kepemimpinan dalam Lukisan Kuda Api
type: item
description: Visual art functions not only as a medium of aesthetic expression but also as a means of communication capable of conveying messages, values, and particular ideologies to society. In the context of political communication, works of art can be used to construct public images and represent a leader's character through visual symbols that carry profound meanings. This study aims to analyze visual communication and the representation of leadership ideology in the painting Strong and Energetic Like a Fire Horse by Susilo Bambang Yudhoyono. This study employed a qualitative approach using Roland Barthes' semiotic analysis method, which emphasizes three levels of meaning: denotation, connotation, and myth. Data were obtained through the interpretation of visual elements, including colors, shapes, and composition, which were analyzed systematically. The findings reveal that the horse symbol represents strength, energy, and leadership, while at the mythological level, the painting constructs an ideology of leadership that is stable, progressive, and oriented toward national development. These findings confirm that visual art can function as a medium of non-verbal political communication in shaping leadership image and legitimacy. This study contributes to the field of visual communication, particularly in understanding art as a strategy for ideological representation within the context of political communication.
creator: Dewi Mentari
creator: Andika Dwi Eranggani
creator: Agnes Ariyanti Normasari
creator: Hani Atika Mawa
creator: Edison Bonar Tua Hutapea
rights: Copyright (c) 2026 Dewi Mentari, Andika Dwi Eranggani, Agnes Ariyanti Normasari, Hani Atika Mawa, Edison Bonar Tua Hutapea https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1794
ending page: 1802
doi: 10.54259/mukasi.v5i3.8071

Representasi Toxic Relationship Pasangan BL dalam Serial GMMTV "Only Friends : Dream”
type: item
description: This study aims to uncover and describe the representation of toxic relationship among Boys Love (BL) couples in the Thai drama series produced by GMMTV titled “Only Friend : Dream On”. Amidst the high consumption of BL popular culture in Indonesia which contrasts sharply with socio-legal norms and stigma against sexual minorities fictional media often aestheticizes and romanticizes dating violence behaviors. This descriptive qualitative study employs a constructivist paradigm and Charles Sanders Peirce’s triadic semiotic analysis method, dissecting signs through nine trichotomic elements (Qualisign, Sinsign, Legisign ; Icon, Index, Symbol; Rheme, Dicent Sign, Argument). The object of study focuses specifically on key scene excerpts in Episode 10, representing the peak of interpersonal conflict escalation between characters. The findings reveal that toxic relationship are systematically constructed through five main forms : violation of privacy boundaries, emotional manipulation (pity play, blame shifting, and gaslighting), extreme jealousy and mind games through third-party objectification, intimidation via verbal abuse and social isolation, and physical abuse alongside non-consensual intimacy. This study concludes that the series does not merely portray fictional romance, but encodes a reflection of relational distortions and the dangers of normalizing psychological violence in romantic relationships.
creator: Aisyahtul Ummarah Sulistyowati
creator: Sheila Lestari Giza Pudrianisa
rights: Copyright (c) 2026 Aisyahtul Ummarah Sulistyowati, Sheila Lestari Giza Pudrianisa https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1803
ending page: 1817
doi: 10.54259/mukasi.v5i3.8834

Perkembangan Hubungan Antartokoh dalam Film The Proposal (2009) Kajian Teori Social Penetration
type: item
description: This study aims to analyze the development of the interpersonal relationship between Margaret Tate and Andrew Paxton in the movie The Proposal using the Social Penetration Theory proposed by Altman and Taylor. The research employs a descriptive qualitative method with scenes and dialogues as the unit of analysis to examine the relationship development between the two main characters. Data were collected through repeated observation of the film, documentation of dialogues and character expressions, and relevant literature studies. The findings reveal that Margaret and Andrew’s relationship develops through the four stages of Social Penetration Theory: orientation, explorative affective exchange, affective stage, and stable stage. In the orientation stage, their relationship is limited to a formal and professional interaction between employer and employee. Furthermore, their forced engagement encourages deeper self disclosure and personal communication. The relationship gradually becomes more intimate through emotional openness, trust, and spontaneous communication. In the stable stage, both characters demonstrate a stable relationship characterized by honesty, full openness, and strong emotional intimacy. This study concludes that Social Penetration Theory effectively explains the transformation of interpersonal relationships from superficial interactions into intimate relationships through gradual and reciprocal self disclosure processes.
creator: Mariandra Yakobus Nathanael
creator: Darwadi Darwadi
creator: Despian Nurhidayat
creator: Edison Bonartua Hutapea
rights: Copyright (c) 2026 Mariandra Yakobus Nathanael, Darwadi Darwadi, Despian Nurhidayat, Edison Bonartua Hutapea https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1818
ending page: 1830
doi: 10.54259/mukasi.v5i3.8181

The Urgency of Crisis Communication in Responding to Sexual Harassment: Maintaining the University’s Image and Trust
type: item
description: The alleged sexual harassment case at a university highlights the complexity of crisis management in higher education, especially in religious-based institutions. This crisis not only involves personal ethical violations, but also shows the weakness of effective crisis communication governance in the face of public pressure. This study aims to analyze the institutional response of the university in dealing with the sexual harassment crisis, identify the role of the public in the escalation of the crisis, and evaluate its impact on the institution's reputation. This study uses a descriptive qualitative approach with a conceptual study design based on literature and documentation studies. Data sources were obtained from scientific journals, government policies, online media coverage, and official documents of relevant institutions. The results of the study show that UNUGO has not implemented a transparent, empathetic, and accountable crisis communication system. The absence of public clarification, minimal institutional openness, and the dominance of symbolic administrative defenses increases pressure from internal and external publics. Media attention, pressure from civil society organizations, and moral pressure from religious institutions accelerated the damage to the institution's reputation. This study offers novelty by examining the interaction between institutional silence, weak internal crisis management, and the absence of public communication in the crisis of sexual harassment on campuses based on religious values. These findings recommend the importance of improving institutional crisis management systems, strengthening victim protection mechanisms, and developing adaptive crisis communication strategies to restore public trust in the long term.
creator: Fadhilah Nur Sabriani Mokoagow
creator: Fitria Ayuningtyas
rights: Copyright (c) 2026 Fadhilah Nur Sabriani Mokoagow, Fitria Ayuningtyas https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1831
ending page: 1842
doi: 10.54259/mukasi.v5i3.8218

Acclaim Strategies in the 2024 Bengkulu Regional Election Debate
type: item
description: This study examines the use of policy-based and character-based acclaims in the 2024 Bengkulu Regional Election Debate from the standpoint of Benoit’s Functional Theory of Political Campaign Discourse. The objective of the research is to examine the distribution of past deeds and future plans within policy-based acclaims, as well as personal qualities and ideals within character-based acclaims. Utilizing data obtained from two official mayoral debate sessions conducted during the 2024 Bengkulu Regional Election, a quantitative content analysis methodology was implemented. The candidate utterances were coded according to the categories of policy-based and character-based acclaims, forming the unit of analysis. Krippendorff’s Alpha was employed to evaluate intercoder reliability, which was found to be satisfactory to high. The result indicated that policy-based acclaims utilized future plans significantly more frequently than past deeds. In character-based acclaims, personal qualities were more frequently cited than ideals. During the debate, candidates primarily rely on future-oriented policy proposals and demonstrations of competence and leadership ability to construct positive self-representations and obtain voter support, according to these findings. This investigation enhances comprehension of political communication strategies utilized during regional election debates in Indonesia.
creator: Baby Tiara Karyanto
creator: Kunto Adi Wibowo
creator: Abie Besman
rights: Copyright (c) 2026 Baby Tiara Karyanto, Kunto Adi Wibowo, Abie Besman https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1843
ending page: 1853
doi: 10.54259/mukasi.v5i3.8239

Leveraging Key Opinion Leaders Marketing Strategies: Beauty of Joseon on TikTok
type: item
description: The rapid growth of social commerce has transformed influencer marketing into a credibility-driven strategy, particularly within Indonesia’s highly competitive beauty industry. This study aims to examine Beauty of Joseon’s Key Opinion Leader (KOL) marketing strategy on TikTok by analyzing KOL selection criteria, content development approaches, and implementation challenges. Adopting a constructivist paradigm, this research employs a qualitative case study approach. Data were collected through semi-structured interviews, content analysis of TikTok marketing activities, and secondary data from industry reports and digital marketing sources. The findings reveal that Beauty of Joseon prioritizes KOL credibility, skincare expertise, and audience relevance over follower count. The brand further enhances consumer engagement through authentic, educational, and experience-based content that aligns with TikTok’s platform culture. Consistent with Source Credibility Theory, Social Media Authenticity, and Trust-Transfer Theory, the results demonstrate that credibility and authenticity contribute significantly to consumer trust formation and positive brand perception. However, challenges related to limited human resources, centralized approval processes, and affiliate campaign management continue to affect strategic responsiveness. The study highlights the importance of balancing commercial objectives with authenticity and trust-building to achieve sustainable KOL marketing performance within social commerce environments.
creator: Putri Aulia Sinaga
rights: Copyright (c) 2026 Putri Aulia Sinaga https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1854
ending page: 1868
doi: 10.54259/mukasi.v5i3.8342

Analisis Resepsi Generasi Z pada Lagu “Rayuan Perempuan Gila”
type: item
description: Mental health has become an increasingly prominent issue among Generation Z. However, stigma toward individuals experiencing psychological distress remains prevalent in social life. Music serves as a communication medium capable of conveying social messages, including those related to mental health issues. This study aims to examine Generation Z's reception of the representation of mental health stigma in the song “Rayuan Perempuan Gila” by Nadin Amizah using Stuart Hall’s Encoding-Decoding theory. The study employs a qualitative approach with a reception analysis method. Data were collected through in-depth interviews with five Generation Z informants who had experienced psychological distress. The findings reveal that three informants were positioned within the dominant reading category, while two informants were categorized within the negotiated reading position. No informants were found to occupy the oppositional reading position. The song was interpreted as a representation of emotional vulnerability, fear of rejection, and the negative labeling experienced by individuals facing psychological distress. The diverse experiences of psychological distress among the informants also influenced their interpretation of the song’s message. These findings indicate that music functions not only as a form of entertainment but also as a communication medium capable of fostering awareness, empathy, and reflection on mental health issues among Generation Z.
creator: Anggriani Wulandari
creator: Teguh Hartono Patriantoro
rights: Copyright (c) 2026 Anggriani Wulandari, Teguh Hartono Patriantoro https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1869
ending page: 1882
doi: 10.54259/mukasi.v5i3.8389

Pengaruh Strategi Pemasaran Digital terhadap Penjualan Produk pada Akun TikTok @crsl.store
type: item
description: Currently, due to technological advancements, product marketing can be carried out through various media, particularly through social media platforms that are increasingly utilized by business owners. Social media has become one of the most effective marketing tools for reaching customers, strengthening customer relationships, and increasing product sales. This study aims to determine the impact of digital marketing strategies on product sales through the TikTok account @crsl.store. A quantitative research method was employed using simple linear regression analysis. Purposive sampling was applied, and data were collected through the distribution of online questionnaires using a Likert scale. The study was based on the marketing mix theory. Data analysis included validity and reliability tests, classical assumption tests, simple linear regression analysis, and the coefficient of determination test. The results showed that the regression coefficient of 0.522 indicates that better digital marketing strategies lead to higher product sales. Furthermore, the coefficient of determination value of 0.945 or 94.5% demonstrates that digital marketing strategies have a very strong influence on product sales. Therefore, the implementation of digital marketing strategies through TikTok has proven effective in increasing product sales on the @crsl.store account.
creator: Halwa Agnia
creator: Choirul Fajri
rights: Copyright (c) 2026 Halwa Agnia, Halwa Agnia https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1883
ending page: 1897
doi: 10.54259/mukasi.v5i3.8467

Strategi Public Relations Metro TV dalam Membentuk Opini Publik melalui Program Meet Nite Live
type: item
description: This study aims to analyze Metro TV’s Public Relations strategies in shaping public opinion through the Meet Nite Live program. This study employed a qualitative approach with a case study method. This study gathered data through interviews with seven informants (comprising the creative team, presenters, and active viewers), supplemented by observations and analyses of digital content. Data analysis followed the interactive model of Miles, Huberman, and Saldaña via data condensation, display, and conclusion drawing. The findings indicate that Metro TV's PR strategies are systematically implemented across four stages. Research and listening serve as the foundation for the curation of socio-political issues and mapping of digital audience preferences. Planning and Decision designs a satire-based news-tainment hybrid under editorial supervision. Communication and Action executes cross-platform media convergence and provides two-way interactive spaces, such as the SEBAT segment. Finally, Evaluation adaptively monitors engagement metrics, follower growth, and audience sentiment. Consequently, the program successfully enhances audience engagement and gradually shapes public opinion through cumulative shifts in viewers perceptions, attitudes, and viewpoints. This study contributes to media PR scholarship by demonstrating that public opinion in the digital era is co-constructed through media communication strategies and active audience participation within the digital public sphere.
creator: Nathan Andrew Anindito
creator: Zon Vanel
rights: Copyright (c) 2026 Nathan Andrew Anindito, Zon Vanel https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1898
ending page: 1912
doi: 10.54259/mukasi.v5i3.8718

Analisis Pesan Persuasif dalam Konten Digital di Kampung Wisata Barokah
type: item
description: Barokah Tourism Village in Karanganyar Regency, Central Java, utilizes digital content as a promotional medium to introduce its religious and cultural tourism potential. In digital marketing, persuasive messages play a crucial role in shaping destination image, enhancing audience engagement, and encouraging tourists’ visit intentions. However, studies on the effectiveness of persuasive communication strategies in religious-based tourism destinations remain limited. This study aims to analyze the persuasive communication strategies applied in the digital content of Barokah Tourism Village and to identify factors influencing their effectiveness. This research employs a qualitative approach using content analysis. The theoretical framework is based on the Elaboration Likelihood Model (ELM) and the AIDA (Attention, Interest, Desire, Action) model. Data were collected through social media content observation, interviews with the management, and analysis of audience responses based on digital interactions. The findings reveal that persuasive strategies emphasizing storytelling, visitor testimonials, and appealing visual elements effectively increase audience attention, interest, and trust. Messages highlighting spiritual values and authentic experiences are also more effective than purely descriptive information. Nevertheless, maintaining message consistency and innovating content formats remain key challenges. Therefore, a more structured, adaptive, and research-based digital communication strategy is needed to enhance the effectiveness of tourism promotion.
creator: Adimas Maditra Permana
creator: Ahimsa Adi Wibowo
rights: Copyright (c) 2026 Adimas Maditra Permana, Ahimsa Adi Wibowo https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1913
ending page: 1923
doi: 10.54259/mukasi.v5i3.8800

Dinamika Interaksi Fandom dalam Ruang Digital: Studi Etnografi Digital Budaya Partisipatif TEUME Indonesia di Media Sosial
type: item
description: Interaction as the core of communication now largely takes place in digital spaces, where fans are no longer passive consumers but active agents who produce, circulate, and negotiate content about their idols as a form of participatory culture. This positions fans as both loyal supporters and critical watchdogs of how agencies manage their idols careers. This is evident in TEUME, the TREASURE fan community, which frequently highlights promotional inequality under YG Entertainment. Unlike prior fan activism studies, which generally frame critical participation as a response to external threats, this study finds that TEUME Indonesia critical participation is instead triggered by the agency own perceived unfair treatment of the idols. This study analyzes TEUME Indonesia interaction dynamics in digital spaces while responding to TREASURE momentums from January to June 2026, identifying forms of support, criticism, and tension that emerge. The study uses a qualitative approach with digital ethnography, involving nonparticipant observation on X, Instagram, Threads, and TikTok, along with interviews with four purposively selected informants. Results show that TEUME Indonesia interaction patterns are dynamic, shifting with each momentum TREASURE faces, without contestation among fandom members. Support is consistently directed toward the idols on personal issues, while criticism and collective action target the agency on structural issues such as promotion and world tour demands. Tension is directed mostly at parties outside the community, confirming that support and criticism converge within the same fans as a fluid, evolving form of participatory culture.
creator: Amanda Permatasari
creator: Fitria Angeliqa
rights: Copyright (c) 2026 Amanda Permatasari, Fitria Angeliqa https://creativecommons.org/licenses/by/4.0
license: https://creativecommons.org/licenses/by/4.0
date: 2026-08-07
publication date: 2026-08-07
volume: 5
number: 3
starting page: 1924
ending page: 1937
doi: 10.54259/mukasi.v5i3.8874