Hujjah: Jurnal Ilmiah Komunikasi dan Penyiaran Islam

ANALISIS STRATEGI KAMPANYE PUBLIC RELATION RATU DEWA DI INSTAGRAM DALAM MEMBANGUN PERSONAL BRANDING BERBASIS KONTEN

2026-08-20T16:01:25+07:00

This study aims to analyze Ratu Dewa's public relations campaign strategy on Instagram in building content-based personal branding. The study used a qualitative approach with a content analysis method on the Instagram account @ratudewa posts. The analysis was conducted through two theoretical frameworks, namely the Four-Step PR Process model and Peter Montoya's personal branding theory. The results show that Ratu Dewa utilizes various types of content in the form of government, social, religious, and personal activities that are arranged in a planned manner with strong visuals and storytelling narratives in the captions. This study concludes that structured and emotionally close-based Instagram content management has proven effective as a public relations campaign instrument in building the personal branding of public figures in the digital era.

ANALISIS KOMUNIKASI INTRAPERSONAL MAHASISWA DALAM MEMBANGUN KEPERCAYAAN DIRI SAAT PUBLIC SPEAKING

2026-08-20T16:00:53+07:00

Public speaking ability is one of the crucial communication competencies for university students in facing academic and professional challenges. However, many students experience significant barriers due to low self-confidence stemming from non-constructive intrapersonal communication processes. This study aims to analyze how intrapersonal communication processes including self-talk, self-perception, and self-reflection play a role in building students' self-confidence during public speaking. The study employs a qualitative approach using the phenomenological method. Data were collected through in-depth interviews and observations of eight Communication Studies students who actively participated in public speaking activities. Data analysis utilized Braun and Clarke's thematic analysis model. The results indicate three dominant intrapersonal communication patterns: (1) positive self-talk as a pre-presentation emotion regulation strategy; (2) reframing self-perception through the internalization of previous successful experiences; and (3) post-presentation reflection as a continuous improvement mechanism. These findings indicate that the quality of intrapersonal communication directly influences students' level of self-confidence and the quality of their public speaking performance. The implications of the research affirm the importance of developing communication training programs that integrate intrapersonal communication exercises as the foundation of public speaking skills.

STRATEGI AKOMODASI KOMUNIKASI MAHASISWA PERANTAU DALAM MENGATASI HAMBATAN BAHASA DAN CULTURE SHOCK DI LINGKUNGAN KAMPUS

2026-08-19T14:31:50+07:00

Being a student from other countries in a new environment is certainly not easy. This study aims to determine the communication accommodation strategies employed by students from other countries at the Faculty of Da'wah and Communication (FDK) at UIN Raden Fatah Palembang in dealing with language barriers and culture shock. Using Howard Giles' communication accommodation theory, this qualitative study collected data through in-depth interviews with 10 students from outside South Sumatra studying at FDK. The results showed that all informants experienced mild culture shock related to food, the assertive speech rate of the local community, and language differences (Palembang). To overcome these challenges, students from other countries tended to employ convergence strategies, striving to harmonize their speaking style and learn local vocabulary such as "pacak," "biso," and "gilo," as well as divergence strategies at certain times to maintain their native identities. This adaptation helped them survive and integrate into the campus environment.

GAYA KOMUNIKASI SANTAI DAN AUTENTIK DALAM KONTEN PODCAST PODHUB SERTA IMPLIKASINYA TERHADAP DAYA TARIK DAN LOYALITAS AUDIENS GENERASI Z

2026-08-19T14:29:53+07:00

This study aims to analyze the casual and authentic communication style in podcast content on PODHUB and its implications for the attractiveness and loyalty of Generation Z audiences. This research employs a qualitative approach with a field research design. Data were collected through in-depth interviews, content observation, and documentation. The informants consisted of Generation Z audiences who actively consume PODHUB podcast content. Data analysis was conducted through data reduction, data display, and conclusion drawing. The results indicate that a casual communication style characterized by informal language, spontaneity, and flexible conversation enhances content attractiveness. Meanwhile, authenticity reflected through honesty, openness, and natural emotional expression plays a significant role in building trust and emotional closeness between hosts and audiences. This communication style not only increases audience engagement but also fosters long-term audience loyalty among Generation Z. The study concludes that casual and authentic communication styles are crucial factors in the success of podcast content in the digital era, particularly in attracting and retaining audiences.

PERUBAHAN POLA KOMUNIKASI MASYARAKAT DI ERA DIGITAL

2026-08-19T14:31:49+07:00

The rapid development of digital technology and the increasingly massive penetration of the internet in the 21st century have brought fundamental transformations to societal communication patterns. This study aims to analyze changes in community communication patterns in the digital era, examining the shift from conventional communication to digital platform-based communication, as well as identifying the resulting social impacts. This research employs a qualitative descriptive-analytical approach through a systematic library research method, drawing on national and international scientific journals, communication theory textbooks, and official reports from relevant government institutions. Data analysis was conducted using an interactive analysis model encompassing three stages: data reduction, data presentation, and conclusion drawing. The findings indicate that digital technology has transformed the mass communication paradigm from a one-to-many model to a many-to-many communication model, marked by the emergence of social media platforms as the dominant means of interaction. This transformation has given rise to new communication dynamics: increased asynchronous communication, the substitution of nonverbal expressions by digital visual symbols, the formation of virtual communities transcending geographical boundaries, and the reconstruction of communication norms and digital etiquette. In addition to expanding the reach of social interaction and accelerating information flow, this change has also generated negative impacts, including the dehumanization of social relations, the proliferation of disinformation, and a widening digital divide within society.This study affirms that digital transformation is inevitable and continuously evolving, making the comprehensive strengthening of digital literacy across all segments of society an urgent necessity.

STRATEGI KAMPANYE DIGITAL PUBLIC RELATIONS DALAM MEMBANGUN REPUTASI MEREK PADA ERA MEDIA SOSIAL

2026-08-19T14:31:47+07:00

The massive penetration of the internet and the widespread adoption of social media have reconstructed the paradigm of conventional public relations into Digital Public Relations (Digital PR). In this era of information democratization, brand reputation is no longer a static asset entirely controlled by corporations but rather the result of a constant negotiation of meaning within the cyber realm. This study aims to analyze deeply and holistically the Digital Public Relations campaign strategy in building brand reputation in the social media era. The research method employed a qualitative approach with a descriptive contemporary case study design, supported by in-depth interviews with corporate PR practitioners and social media text analysis utilizing NVivo software. The findings reveal that successful digital reputation management relies on a Multi-platform Convergence Strategy adapted to the sociological characteristics of the audience, including reputation anchoring on Instagram, reputation humanization on TikTok, and real-time engagement on X (Twitter). This integrated campaign effectively converted 68% of cyber sentiments into positive ones by prioritizing a symmetrical two-way communication model (PR 2.0) and digital listening functions. The speed of responding to complaints transparently in the cyber space proved capable of transforming potential crises into authentic proof of corporate accountability. This study provides a theoretical contribution to the enrichment of cyber reputation resilience models and a practical guide for PR practitioners in navigating crisis communication in the digital disruption era.

KAMPANYE PUBLIC RELATIONS ANTI HOAKS BERBASIS KOLABORASI INFLUINCER DAN LEMBAGA PEMERINTAH: ANALISIS PESAN DAN RESPONS PUBLIK DI ERA PASCA-PANDEMI

2026-08-19T14:31:46+07:00

The information crisis or infodemic in the post-pandemic era has mutated into a multi-sectoral threat, demanding a tactical reconstruction of the government's public communication model. Rigid bureaucratic communication approaches are deemed ineffective in countering decentralized disinformation. This study aims to analyze in depth the social media-based anti-hoax Public Relations (PR) campaign strategy utilizing a hybrid collaboration between government agencies and digital influencers, specifically focusing on message anatomy and public response mapping in the post-pandemic era. The research method applied a qualitative approach, combining Qualitative Content Analysis to dissect the message structure and Thematic Analysis to decode netizen comments. The findings reveal that persuasive-emotional and humorous narrative approaches (60%), which leverage the influencer's authenticity, are far more effective in penetrating the audience's information fatigue compared to rational-formal educational approaches (40%). Although this collaboration successfully garnered a majority of positive sentiments (55%) due to its ability to domesticate bureaucratic messages, the campaign still faced significant digital resistance (30% negative sentiments) driven by residual post-pandemic trust crises and organic public confirmation bias toward state institutions. This study contributes theoretically to the creditability transfer model in hybrid cyber communication and practically guides government PR practitioners in formulating dialogic anti-disinformation messages.

STRATEGI KOMUNIKASI INTERNAL DALAM MEMBANGUN KETERLIBATAN KARYAWAN PADA PERUSAHAAN DI ERA DIGITAL

2026-08-19T14:29:55+07:00

Digital transformation introduces unprecedented complexity in organizational internal communication management, necessitating strategic reconfiguration to sustain employee engagement. This qualitative research employing case study design explores digital-based internal communication strategies in cultivating employee engagement within contemporary organizational contexts. Data collection was executed through semi-structured in-depth interviews, non-participant observation, and organizational document analysis with purposively selected participants. Thematic analysis identified digital communication platform transformation, communication transparency as engagement foundation, transformative leadership roles, and implementation challenges as principal themes. Findings delineate that information transparency, leadership responsiveness, and appropriate communication technology integration contribute significantly toward employee engagement enhancement. Barriers encompass information overload, digital competency disparities, and diminished socio-emotional nuances in virtual interactions. Practical implications emphasize integrated omnichannel approach adoption, sustained digital literacy investments, and virtual social interaction mechanism creation to optimize internal communication ecosystems. This research contributes theoretically to organizational communication body of knowledge and provides practical recommendations for practitioners in designing adaptive communication strategies responsive to digital era dynamics.

STRATEGI CYBER PUBLIC RELATIONS MELALUI INFLUENCER MARKETING DALAM MEMBANGUN BRAND ENGAGEMENT GLAD2GLOW DI TIKTOK

2026-08-19T14:29:52+07:00

The rapid acceleration of the beauty industry in the digital realm demands the evolution of conventional public relations functions into dynamic Cyber Public Relations (Cyber PR). Amidst the intense competition for consumer attention, the TikTok platform with its For You Page (FYP) algorithm has become the primary battleground utilized by the skincare brand Glad2Glow to foster brand engagement. This study aims to analyze in depth the Cyber Public Relations strategy through influencer marketing in building Glad2Glow's brand engagement on TikTok. The research method employed a qualitative approach with a descriptive netnography (cyber-ethnography) design to naturally observe cyber interaction patterns, supported by in-depth interviews with digital PR practitioners and influencers. The results indicate that Glad2Glow implements a hybrid PR 2.0 communication model by orchestrating three tiers of influencers: macro-influencers as anchors for mass exposure, micro-influencers as deep-content educators, and nano-influencers as drivers of organic reviews. This orchestration successfully triggers a multi-stage conversion of public brand engagement, moving from cognitive (viewing attention), emotional (intimate relationships in the comments section), to behavioral dimensions (active participation in producing User-Generated Content). This study offers a theoretical contribution to the enrichment of cyber PR literature and digital marketing communication, as well as a practical guide for creative industry practitioners in optimizing short-form video algorithmic ecosystems.

STRATEGI KAMPANYE PUBLIC RELATIONS BERBASIS MEDIA SOSIAL DALAM MEMBANGUN BRAND AWARENESS PADA MASYARAKAT DIGITAL

2026-08-20T15:59:48+07:00

The communication paradigm shift in the digital society era demands a reconstruction of the strategic function of Public Relations (PR) from conventional one-way models to an interactive digital ecosystem. A deep investigation into the effectiveness of cross-platform PR campaigns in building brand awareness remains crucial amidst the information overload phenomenon. This study aims to analyze and synthesize social media-based PR campaign strategies in building brand awareness within the digital society. The research method applied is a literature review adopting the Systematic Literature Review (SLR) approach through the PRISMA protocol on 6 reputable scientific articles published between 2016 and 2026. The findings reveal three main pillars for successful digital PR campaigns: (1) the optimization of transmedia storytelling based on interactive visual content; (2) adaptive multi-platform integration tailored to the technical architecture of each media (Instagram, TikTok, and X) to implement symmetrical two-way communication (PR 2.0); and (3) strategic collaboration with digital influencers (particularly micro-influencers) acting as public trust brokers. This study contributes theoretically to the enrichment of cyber PR models and practically provides a strategic framework for practitioners in designing dialogic digital campaigns rooted in the sociological characteristics of contemporary cyber communities.

MANAJEMEN KOMUNIKASI KRISIS INSTANSI PEMERINTAH DALAM MENGHADAPI SPEKULASI PASAR DAN FLUKTUASI EKONOMI

2026-08-20T15:59:47+07:00

Dynamic global economic fluctuations are often exacerbated by market speculation and information distortion in the public sphere. This study aims to analyze the crisis communication management strategy of government agencies in dealing with market speculation and maintaining national economic stability. Using a descriptive qualitative method with a case study approach, data were gathered through in-depth interviews with public relations practitioners from economic ministries/institutions, documentation of press releases, and digital footprint analysis on social media. The results indicate that successful economic crisis management relies on three main strategies: implementing an AI-driven media monitoring system as an early warning instrument for market sentiment; enforcing a single source of truth policy to eliminate sectoral egos and information misalignment between agencies; and simplifying complex macroeconomic narratives into down-to-earth visual content for the general public. This study concludes that tactical, data-driven communication synchronization not only mitigates psychological market panic instantly but is also crucial in maintaining public trust and a stable investment climate.

PERAN ALGORITMA MEDIA SOSIAL DALAM PEMBENTUKAN OPINI POLITIK GENERASI Z DI ERA DIGITAL

2026-09-05T15:22:18+07:00

The advancement of social media algorithms has transformed the way Generation Z consumes political information through personalized content recommendation systems based on users' online activities. Although previous studies have extensively examined the influence of social media on political participation, limited attention has been paid to users' lived experiences in understanding how algorithmic personalization shapes political opinion formation. This study aims to analyze how social media algorithms influence the reception of political information and contribute to the formation of political opinions among Generation Z in Indonesia. Employing a descriptive qualitative approach, data were collected through semi-structured interviews with ten university students who actively use TikTok and Instagram and have interacted with political content on these platforms. Digital documentation was also utilized to support data triangulation. The data were analyzed using thematic analysis to identify patterns in participants' experiences of consuming political information. The findings reveal that most participants were exposed to political content passively through algorithmic recommendation systems rather than through intentional information seeking. Users' interaction patterns, including watch time, likes, and comments, served as the primary basis for content personalization, resulting in repeated exposure to similar political perspectives. Furthermore, participants tended to evaluate the credibility of political information based on social heuristics, such as trust in content creators and validation from comment sections, rather than through direct source verification. These findings suggest that social media algorithms function not only as mechanisms for information distribution but also as influential agents in constructing personalized information environments that shape Generation Z's political opinion formation. This study contributes to the field of digital communication by demonstrating the relationship between media use motivations, as explained by the Uses and Gratifications Theory, and algorithmic personalization in shaping users' experiences of political information consumption.