Procedia of Social Sciences and Humanities
Procedia of Social Sciences and Humanities (PSSH) is published by Universitas Muhammadiyah Sidoarjo four times a year. Procedia of Social Sciences and Humanities (PSSH) provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge. Procedia of Social Sciences and Humanities (PSSH) aims is to provide a place for academics and practitioners to publish original research and review articles. The articles basically contains any topics concerning in Social science. Procedia of Social Sciences and Humanities (PSSH) is available in online version. Language used in this Proceeding series is English.
The Exclusivity Strategy of Cikole Lembang Luwak Coffee in the Digital Era: A Case Study: Educational Tourism, Premium Prices, and Cross-Border Buyers
This study aims to explore the direct marketing strategy through WhatsApp implemented by Kopi Luwak Cikole, an ethical civet coffee agrotourism site in Lembang, West Bandung Regency, West Java, from the staff's perspective. Using a descriptive qualitative approach through a single case study, primary data were collected through in-depth semi-structured interviews with operational staff managing the facility's digital marketing communications, supported by non-participant observation during a field visit on April 30, 2026. Data analysis followed the interactive model of Miles, Huberman, and Saldana (2020). Findings indicate that WhatsApp serves as the primary marketing communications channel for five key activities: promotional broadcasts, reservation confirmations, pre-visit services, post-visit follow-up, and product inquiry responses. Reservation confirmations are the most effective function, while post-visit follow-up has not been implemented systematically. This study identified that WhatsApp utilization at this facility is still reactive and relies on individual staff initiatives, not reaching its full potential as a structured direct marketing tool. Recommendations include standardizing message templates, developing post-visit flows, and migrating to the WhatsApp Business API to support scalable marketing communications. Highlights: Animal welfare certification builds international consumer trust and justifies high commodity valuation. Inherent production scarcity directly supports the establishment of exclusive market positioning. Online storytelling platforms successfully expand cross-border reach for sustainable agricultural products. Keywords: Agrotourism, Animal Welfare, Cross-Border Consumers, Specialty Coffee, Storytelling
Copyright (c) 2026 Umroatul Mufidah, Shafa Raudhotul Jannah , Eka Ayu Pratiwi, Devia Indrianti, Dewi Andriani https://creativecommons.org/licenses/by/4.0
Bank BJB's Efforts to Boost Customer Loyalty through Digital Services
This study aims to understand Bank BJB's efforts to increase customer loyalty through digital services. This study uses a qualitative approach with a descriptive research type. Informants in the study were selected using a purposive sampling technique, namely customers who actively use digital banking services such as mobile banking and internet banking. Data collection techniques were obtained through in-depth interviews, observation, and documentation. The findings in this study are that the existence of digital services makes the transaction process easier, faster, and safer. Thus, it can provide a good experience for consumers. Easy-to-use applications, fast transaction processes, coupled with security functions such as PIN, OTP, and transaction notifications can help increase customer trust and comfort in using these digital banking services. The habit of using Bank BJB services, making repeat transactions, and also referring services to others. This study reveals that good digital services are important in increasing customer loyalty because they can increase satisfaction. Key Findings Highlights: Simplified mobile application transaction processes significantly improve daily consumer comfort and service satisfaction. Comprehensive system security protocols directly cultivate higher transactional trust levels among regional banking clients. Positive user experiences with digital banking applications strongly stimulate spontaneous organic recommendations to external parties. Keywords : Customer Loyalty, Digital Services, Bank BJB, Digital Banking, Banking Technology
Copyright (c) 2026 Fara Ziah Azizah, Nadhifatus Syaidatina Masyitoh, Desy Dwi Cahyani, Indri Satya Octaviana, Lilik Indayani https://creativecommons.org/licenses/by/4.0
Tourism Competitiveness Archetypes and the Frontier Distance Gaps of Uzbekistan
This study analyzes the tourism competitiveness archetypes and frontier destination gaps of Uzbekistan alongside ten leading tourism economies using metrics from the 2024 Travel and Tourism Development Index. By applying unsupervised principal component analysis and k-means clustering, this research reveals a distinct three-tier structure where advanced economies split into two high-performance variants, while Uzbekistan forms an isolated third cluster. The analysis shows that the primary principal component explains 84% of total profile variance, illustrating that the emerging destination faces a broad-based, structural deficit across all evaluation pillars rather than a localized weakness. This study provides recommendations for national policy architectures to move away from isolated single-pillar interventions and instead deploy integrated, multi-dimensional strategies that target balanced long-term upgrading across environmental sustainability, infrastructure, safety, and health frameworks. Highlights: - Three-Tier Competitiveness Archetypes – Advanced economies split into two high-performance variants, while Uzbekistan forms an isolated third cluster. - Structural Profile Deficit – Principal component analysis captures 84% of total variance, revealing broad-based weaknesses across all evaluation pillars. - Integrated Policy Upgrading – Recommendations focus on shifting away from isolated interventions toward multi-dimensional strategies across health and sustainability frameworks. Keywords: Tourism Competitiveness, Cluster Analysis, Principal Components, Archetypes, Destination Benchmarking.
Copyright (c) 2026 Sobirov Bobur https://creativecommons.org/licenses/by/4.0
Implementation of the DIGI Application as a Digital Transformation in Improving Service Quality at Bank Bjb Bandung
The rapid advancement of information technology has compelled the banking sector to undergo digital transformation in order to meet the increasingly digital-oriented needs of customers. This study aims to describe the implementation of the DIGI application as a form of digital transformation in improving service quality at Bank BJB Bandung. A descriptive qualitative approach was employed, involving one purposively selected practitioner as the informant, with structured observation as the primary data collection technique, reinforced by source and method triangulation. The findings reveal that the DIGI application represents a planned and strategic digital transformation initiative, integrating all electronic banking services into a single Android and iOS-based platform. Its implementation has demonstrated a significant impact on service efficiency, accessibility, and security. These findings imply that structured digital transformation in the banking sector can comprehensively enhance service quality and strengthen customer trust. Key Findings Highlights : Systematic marketing analytics capability serves as the foundational data infrastructure for understanding consumer needs. Verified brand trust functions as the vital mediating driver converting initial brand image interest into repeat purchases. Synchronized management of consumer data and quality consistency maximizes long-term buyer retention in food companies. Keywords : Digital transformation, DIGI Application, Service Quality, Mobile Banking, Bank Bjb
Copyright (c) 2026 Rizky Eka Febriansah https://creativecommons.org/licenses/by/4.0
Consumer Interaction, Perception, and Decision: An Observational Study of Visitor Behavioral at Kopi Luwak Cikole
This study aims to analyze the impact of interactions and consumer perceptions on the purchasing decisions of visitors at Kopi Luwak Cikole, Bandung. The background of this research is due to the growing trend of coffee tourism and changes in people's lifestyles that make cafes a place for social gatherings as well as a recreational facility. The methodology used was a descriptive qualitative approach through direct observation, short interviews, and documentation. Research findings indicate that the way visitors interact with each other, communicate with staff, and engage on social media can contribute to a better shopping experience. Consumers' perceptions regarding the natural environment, the service provided, the taste offered, and the available facilities also influence their desire to buy coffee and revisit. Visitors not only evaluate the quality of the products, but also pay attention to the emotional experience as well as the comfort at the place. The combination of social interaction and positive perceptions has been proven to strengthen purchasing decisions. This study is expected to serve as a reference for café managers in improving services and marketing strategies that focus on consumer experience. Highlights: Active communication among visitors and staff generates positive emotional shopping experiences. Favorable evaluations of natural environments and educational facilities dictate buying choices. Integrated recreational concepts foster higher patron loyalty and subsequent revisit intentions. Keywords: Behavioral Dynamics, Emotional Engagement, Educational Facilities, Destination Management, Revisit Intentions
Copyright (c) 2026 Cindy Berliana Febriyanti, Chintya Sari Monica Putri, Inggrit Putri Admadaraja Admadaraja, Nadine Marsha Zerlinda, Tofan Tri Nugroho https://creativecommons.org/licenses/by/4.0
Innovation and Networking as a Succession Strategy for the JNC Cookies Family Bussines
This study aims to analyze the family business succession strategy at JNC Cookies through the application of innovation and networking to ensure business sustainability. Family businesses play a vital role in the economy but often face challenges during the intergenerational leadership transition process. This study employs a descriptive qualitative method, using data collection techniques such as observation and in-depth interviews with the business owner, the next generation, and the management of JNC Cookies. The results indicate that product and marketing innovation are key factors in enhancing the company’s competitiveness. JNC Cookies drives innovation through the development of new flavor variants, attractive and eco-friendly packaging designs, and the use of digital media as a promotional tool. Furthermore, the network built with suppliers, resellers, distributors, and other business partners has proven effective in expanding the market and maintaining business stability. A succession strategy that actively involves the next generation also helps the company sustain the family business amid increasingly competitive conditions in the food industry. Thus, the combination of succession strategy, innovation, and networking is a critical factor in ensuring the long-term sustainability of JNC Cookies. Highlights: Developing novel flavor profiles and sustainable packaging guarantees market competitiveness. Establishing robust reseller ecosystems mitigates operational risks during leadership transitions. Active next-generation involvement synchronizes traditional values with modern digital promotions. Keywords: Leadership Transitions, Eco-Friendly Packaging,Distribution Ecosystems, Product Differentiation, Collaborative Partnerships
Copyright (c) 2026 Galih Putra Wardana Wardana, Aldy Yonanda, Feby Restu Rachmariandre, Aris Tri Saputra, Rifdah Abadiyah https://creativecommons.org/licenses/by/4.0
Implementation of Digitalization of Banking Services in Improving Customer Satisfaction: Evidence from Bank BJB Bandung
The rapid expansion of digital financial services is pushing both commercial banks and regional development banks to speed up technology investments. This study examines how the implementation of digital banking services focused on the DIGI Bank BJB platform affects customer satisfaction at the Bandung Branch. A qualitative descriptive approach was applied; primary data was collected through semi-structured interviews with operational staff and customer service officers. Secondary data came from Bank BJB's annual reports, official product documentation, and user reviews from Google Play and the App Store. The analysis was guided by the Technology Acceptance Model (TAM), extended with constructs of transaction security and digital customer service quality. The findings show that perceived ease of use and perceived benefits are the dominant determinants of customer satisfaction. Three practical recommendations are formulated for Bank BJB and similar regional banks to strengthen the adoption of digital services as a customer satisfaction strategy. Keywords : Digitalization, Customer Satisfaction, Mobile Banking, Regional Banks, Technology Acceptance Key Findings Highlights Perceived ease of use and perceived usefulness serve as the primary drivers of digital service adoption and satisfaction. Initial digital onboarding remains constrained by mandatory physical ATM activation requirements. System stability during peak transaction periods constitutes the most critical vulnerability for customer experiences.
Copyright (c) 2026 Amanda Wuwut Nabilla, Ardelina Rahmawati, Diana Kamila, Azmi Adibah, Mas Oetarjo https://creativecommons.org/licenses/by/4.0
Implementation of Marketing Strategy At J&C Cookies Bandung in an Effort to Increase Sales
This article aims to examine the implementation of marketing strategies implemented by J&C Cookies Bandung in an effort to increase sales volume. The Food and Beverage (F&B) sector in Indonesia, especially the cake and snack category, shows significant growth along with increasing public demand. As one of the key players in this sector, J&C Cookies must implement appropriate and flexible marketing strategies. This study uses a qualitative descriptive method with a field research approach. Data collection was carried out through observation, in-depth interviews, and document collection. The research findings show that J&C Cookies implements various marketing strategies, including digital marketing, branding, product development, pricing, distribution, and promotion. The effective implementation of the marketing mix (7P) and the STP (Segmentation, Targeting, Positioning) approach has been proven to increase sales and expand J&C Cookies' market share. Highlights: Integrating the 7P principles with targeting approaches broadens consumer reach significantly. Deploying physical storefronts alongside digital reseller networks optimizes product accessibility. Seasonal influencer collaborations combined with aesthetic packaging successfully secure competitive advantages. Keywords: Digital Promotion, Distribution Networks, Aesthetic Packaging, Target Segmentation, Influencer Collaborations
Copyright (c) 2026 Mochamad Rizal Yulianto, Gustiawan Budi Pradana, Mahda Mufarrikhah, Chofivah Alif Tiani, Ariska Putri Ramadhani https://creativecommons.org/licenses/by/4.0
Conceptual Analysis of Marketing Analytics, Brand Image, and Brand Trust in Building Brand Loyalty: A Literature Study in the Context of PT Joyci Nusantara Cemerlang
Competition in the food and beverage industry is increasingly fierce as consumers make it easier to compare various products through digital platforms. This situation presents a challenge for companies to maintain and increase customer loyalty, including PT Joyci Nusantara Cermelang. Various previous studies have examined the influence of brand image and brand trust on consumer behavior, but studies linking these two variables with marketing analytics in the context of food companies are still relatively limited. Therefore, this study aims to analyze the role of marketing analytics, brand image, and brand trust in shaping brand loyalty. This study uses a qualitative approach with a literature review method that examines several articles. The results show that marketing analytics plays a role in helping companies understand consumer needs and preferences, brand image influences consumers' initial perceptions of a brand, while brand trust contributes to strengthening consumer commitment to repeat purchases and maintaining brand loyalty. The implication is that companies need to manage customer data, product image, and evidence of trust in an integrated manner. Key Findings Highlights : Systematic marketing analytics capability serves as the foundational data infrastructure for understanding consumer needs. Verified brand trust functions as the vital mediating driver converting initial brand image interest into repeat purchases. Synchronized management of consumer data and quality consistency maximizes long-term buyer retention in food companies. Keywords : Marketing Analytics, Brand Image, Brand Trust, Brand Loyalty, PT Joyci Nusantara Cemerlang
Copyright (c) 2026 Rezza Dwi Amalia, Dias Erwanda, Tasya Oktavia, Khoirun Nisak https://creativecommons.org/licenses/by/4.0
The Impact of Employing Artificial Intelligence on Public Utility Services
The use of AI technologies is introducing a dramatic change to public utilities because of the widening application in many aspects of administration and services. This change has had direct impact on the quality of services delivered to the people in the form of speed, accuracy and delivery mechanisms, and has also altered the arrangement of relationship between the administration and the service beneficiaries. The provision of public services is no longer conducted as a conventional input based on the manual process; it is becoming more and more dependent on the smart system that can process and analyze the information and make the decision or suggest the solution automatically or semi-automatically. Against this backdrop, several implications of using artificial intelligence in public utilities have been identified be it in the nature of enhancing efficiency and the quality of performance, or the legal and regulatory concerns that it can present in respect to accountability, transparency as well as safeguarding rights. Therefore, AI has assumed one of the leading roles in the creation of the public services and in the reconstruction of the law concerning the functioning of the public utilities in Iraq.
Copyright (c) 2025 Ekhlas Abarahim Khalf Ebrahim Alzubaydi https://creativecommons.org/licenses/by/4.0
Bridging Urban Gaps Through Strategic Digital Infrastructure in Sulaymaniyah City
The study examines how digital infrastructure affects urban life in Sulaymaniyah through its evaluation of the relationships between urban development and public services and digital economic progress. The evaluation of digital infrastructure distribution requires analysts to merge quantitative and qualitative methods along with GIS technology data processing for assessing urban quality of life. The research investigates Sulaymaniyah to reveal the operational mechanism of smart city policies through an assessment of their roles in developing sustainable urban growth with digital infrastructure. The fundamental outcomes from digital infrastructure expenditures enhance quick service delivery speed and enable partnerships that help sustain urban development zones. Public authorities should create supportive policies for digital transformation and form partnerships between public and private organizations to develop urban digital infrastructure according to the document. Highlights: Integration of Methods: Evaluating digital infrastructure in Sulaymaniyah requires both qualitative and quantitative analysis, supported by GIS technology. Smart City Focus: The study explores how digital infrastructure supports sustainable urban growth and the implementation of smart city policies. Policy and Partnerships: Effective urban digital development depends on supportive public policies and collaboration between public and private sectors. Keywords: Digital Infrastructure, Digital Transformation, Smart Cities, Urban Development, Geographic Information Systems (GIS).
Copyright (c) 2025 Fatima Ibrahim Tuamah Al-Douri
Identity Strategy On Instagram Social Media: How Dian Sastrowardoyo Faces Privacy And Surveillance Challenges
This research explores how public figures, particularly Dian Sastrowardoyo, shape their online identities on Instagram and manage context collapse, as well as the risks and opportunities faced related to privacy and surveillance. Using the content analysis method pioneered by Harold D. Lasswell and netnography, the data was collected through online observation and content analysis from Dian Sastrowardoyo's Instagram account. The results show that Dian uses Instagram to form an online identity consistent with her public image as an actress and activist, with key patterns such as image consistency, social activism, and limited personal life. In managing context collapse, Dian uses strategies such as audience segmentation, curated content, and the use of different languages. The research also identified significant privacy risks, including the potential for misuse of personal information and surveillance by media and fans, as well as opportunities to expand influence and reach a wider audience. With the right strategy, Dian can manage these risks and take advantage of the opportunities that exist to strengthen her online identity. This research provides in-depth insights into the dynamics of online identities and privacy challenges in the digital era, as well as the importance of the right strategies in managing online identities and maintaining privacy on social media.
Copyright (c) 2025 Wildan Bisma Radiyan, Moch. Nur Faizin, Moch. Nur Faizin
Online Identity of Influencer @INIGANTA on Tiktok Social Media
Development of information and communication technology was changed the way individuals interact and build online identities in social media. The aims of this study to analyze the online identity of Aganta Ramadanu, known as @iniganta on TikTok, the context creator of the comedy content presented. The method qualitative approach with content analysis was used, which allows researchers to explore how Aganta builds a consistent and authentic self-image on the platform. The results showed that Aganta successfully managed the challenge of context collapse, where diverse audiences have different expectations, while still maintaining authenticity in the uploaded content. In addition, the research also identifies the risks and opportunities Aganta faces regarding privacy and participatory surveillance, and their impact on interactions with audiences. The findings provide insights into how online identities can be shaped and managed in the age of social media, as well as the importance of personal branding strategies in creating strong relationships with followers.
Copyright (c) 2025 Awalia Amanda, Cantika Aprilia Larasati
The The Influence of Digital Identity on Indonesia's Young Generation on Awkarin's Instagram Post
Awkarin's digital identity has become an interesting phenomenon among the young generation of Indonesia. This article explores how Awkarin builds and maintains his online identity across various social media platforms, as well as its impact on the behavior and views of the younger generation. Through a combination of authentic, controversial, and inspiring content, Awkarin managed to manage diverse audiences while facing the challenge of 'context collapse', where various audience segments meet in one digital space. In addition, this article also highlights the strategies that Awkarin uses to maintain its authenticity amid the risks and opportunities that come with privacy and surveillance in the digital environment. With this in-depth analysis, it is hoped that it can provide valuable insights for the younger generation on the importance of building a strong and authentic digital identity, as well as how to navigate the online world wisely and carefully.
Copyright (c) 2025 Lora Langit Rafidah Azaria Perlita, Madinatul Munawaroh
Online Identity Analysis of Dokter Detektif As a Skincare Product Education Doctor On Tiktok Social Media
Detective Doctor or commonly known as Doktif, a Beauty Doctor is also a public figure who is active on social media, especially on the Tiktok platform. The Doktif TikTok account that is usually used to actively produce content is @DokterDetektif. The detective doctor is known as an educator who focuses on skincare products. By using a Mask on his eyes which is typical of a Detective Doctor. He is known to be critical of excessive claims that are often found in beauty products, especially related to active ingredients that do not match This study seeks to assess and interpret the laboratory test results created by the Detective Doctor. his online identity as an educator of beauty / skincare products on social media, especially Tiktok, by using a Mask for his disguise. This study applies Erving Goffman's Dramaturgy theory and employs a qualitative descriptive research method through observations conducted on TikTok social media. The findings of the study are derived from the analysis. show that the Detective Doctor has succeeded in providing education based on official evidence even though the identity of the Detective Doctor is kept secret.
Copyright (c) 2025 Mutiara Mujahidah Hanifah Tiara
Analysis of Fadil Jaidi's Online Identity on TikTok
The development of information and communication technology has facilitated the emergence of various social media platforms, including TikTok, which serves as a strategic tool for individuals and public figures to build their online identity. This study aims to analyze the strategies employed by Fadil Jaidi in constructing his digital identity through TikTok content. Using a descriptive qualitative approach, this case study explores elements such as authenticity, context management, and collaboration in shaping Fadil Jaidi's image. The findings reveal that Fadil successfully creates a relatable, consistent, and engaging persona through audience interactions and content reflecting familial values and humor. Despite challenges like context collapse and privacy risks, Fadil effectively leverages social media opportunities to strengthen his personal branding. This research provides insights into the dynamics of digital identity in an increasingly interactive social media era.
Copyright (c) 2025 Dea Armawati, Airlangga Cipta Juliananta Putra
Coach Justin’s Self-Identity Formation on Youtube Social Media
This study analyzes Coach Justin's self-identity formation as a professional football coach on YouTube social media. This qualitative research uses the content analysis method to understand how Coach Justin builds his identity through video content, comments and interactions with the audience. The results showed that Coach Justin succeeded in building an identity as a coach who is professional, inspiring and close to his audience through educational, motivational and interactive content. The research also found that Coach Justin uses effective communication strategies such as casual language, humor and analogies to convey complex football messages. In addition, interaction with the audience through comments and live streaming also strengthens Coach Justin's relationship with his followers. This research contributes to the understanding of the role of social media in self-identity formation and effective communication. The results can serve as a reference for coaches, influencers and other content creators to build effective self-identity on social media.
Copyright (c) 2025 Galang Bagus Kurniawan, Faizal Bakhron Adabi
Influencer Analysis of Prilly Latuconsina’s Online Identity in Building Public Image on Instagram
This research aims to analyze Prilly Latuconsina's online identity in building her public image through the Instagram platform. This research uses descriptive qualitative research method by analyzing the content of Prilly's uploads on Instagram, including photos and captions that reflect the values and messages she wants to convey to the audience. The results of this study show that Prilly succeeded in creating a positive and inspiring image through effective visual and narrative communication strategies, reflecting her role as an artist and educator. Erving Goffman's dramaturgy theory is applied to understand how Prilly builds her public image on social media, by distinguishing between the “front stage” and “back stage” in her social interactions. The results of this study provide insight into the importance of personal branding in the context of social media for public figures.
Copyright (c) 2025 Nike Firnanda Dwi Amelia, Sevia Nur Fadhilah, Poppy Febriana
Analysis of Self-Presentation in dr. Richard Lee's Social Media Accounts as a Public Figure in Indonesia
This research aims to analyze the self-presentation strategies implemented by Dr. Richard Lee, a public figure in Indonesia, via his social media account. In this research, the author refers to the self-presentation theory put forward by Erving Goffman, which explains how individuals manage the impressions they convey to audiences in various social situations. With a qualitative descriptive approach, data was collected through observation of Dr. Richard Lee, which includes published videos, photos and texts. The research results revealed that Dr. Richard Lee applies a front stage strategy to build his professional image as a beauty doctor and educator, while creating a personal relationship with the audience through content that tends to be informal and humorous.
Copyright (c) 2025 Nafridha Maulidina , Nur Aini
Digital Dramaturgy: Raffi Ahmad's Identity Formation and Privacy Management on Instagram
This research discusses the digital dramaturgy strategy of Raffi Ahmad, a prominent figure in Indonesia. It investigates how he shapes his identity as a star, businessman, and family man, and manages his privacy on the Instagram platform. The research focuses on his online identity formation, audience management while maintaining his authenticity, and the opportunities and challenges he faces regarding privacy and participatory surveillance. Various theories and concepts such as online identity formation, parasocial relationships, context collapse, and privacy and participatory surveillance are used to explain this phenomenon. The purpose of this research is to explain effective strategies for public figures to manage their digital identities.
Copyright (c) 2025 Zhafira Adenia Brameswari, Mas Aldrin Zagna Rania Kartika
Analysis of Vina Muliana (@vmuliana)'s Online Identity Formation as a TikTok Influencer
In the digital age, social media serves as an important platform for individuals to express themselves and build identities. Vina, who has more than 9.5 million followers, utilizes TikTok to share job search tips, resume building, and interview techniques based on her experience as an HR Senior Associate at a State-Owned Enterprise (SOE). The research method used is a qualitative approach with a case study, analyzing the uploaded content and the interactions that occur on the platform. The results showed that Vina managed to create a positive image through her professional appearance and interactive communication style, while showing her authentic side behind the scenes. Erving Goffman's dramaturgy theory is used as an analytical framework to understand the difference between front stage and back stage in online identity formation. This research provides insight into the role of influencers in shaping identity in the digital era and its impact on audiences. wuThis study aims to analyze Vina Muliana's (@vmuliana) online identity formation as a TikTok influencer who focuses on career education.
Copyright (c) 2025 Intan Fitrianingsih, Amelia Putri Az Zahra, Poppy Febriana
Laura Siburian in Digital Lens: Analyzing Identity and Its Influence on Social Media
This research uses a descriptive qualitative approach with content analysis method to analyze how Laura Siburian builds her digital identity on social media. An in-depth analysis of posts, comments, and user interactions made it possible to identify the communication strategies used, themes raised, and audience responses. This research aims to understand how the construction of an influencer's digital identity can influence public perception and shape opinions.
Copyright (c) 2025 Amanda Octavia, Syakirah Rosalinda
Mead's Symbolic Interactionism Analysis of Nadhifa Allya Tsana's Online Identity on Social Media Instagram @ntsana
In the modern digital era, technological advancements have significantly transformed how individuals communicate, construct identities, and present themselves, particularly on social media platforms. Social media, once a mere communication tool, has evolved into a sophisticated stage where people actively negotiate and perform their self-representations. Instagram, among the most widely used social media sites, is essential to shaping personal branding and online identities. This study examines the digital identity construction of Nadhifa Allya Tsana, widely known as Rintik Sedu, through the lens of George Herbert Mead's Symbolic Interactionism theory. Tsana, a successful writer, content creator, podcaster, and entrepreneur, utilizes Instagram to build and communicate her identity, engaging in a dynamic process of symbolic interaction with her followers. This research aims to explore how Tsana constructs her online identity, interacts symbolically with her audience, and utilizes various symbols to communicate and reinforce her self-image on social media. By analyzing her Instagram posts, captions, and interactions with followers, This study emphasizes how verbal and visual signals contribute to the formation of a personal narrative and fostering emotional connections with her fanbase. Additionally, the research addresses the challenges and opportunities of managing a digital identity, including issues like plagiarism and the preservation of authenticity. Ultimately, this study underscores the importance of symbolic interaction in the digital age, where individuals not only shape their identities but also interact with society through shared symbols in an interconnected online space.
Copyright (c) 2025 Aprilina Salma, Shira Putri Amalia
Online Identity Analysis of Public Figure Deddy Corbuzier on Instagram Account @Mastercorbuzier
In the digital age, social media, especially Instagram, has played an important role in shaping one's identity and public image. Deddy Corbuzier, an Indonesian influencer and celebrity, uses this platform to project his self-image through consistent and authentic content. This research investigates how he manages his digital identity in the face of challenges such as context collapse meeting audiences with diverse backgrounds as well as risks such as cyberbullying and privacy violations. The findings show that Deddy implements adaptive communication strategies and maintains authenticity despite being faced with criticism. In addition, the study discusses potential proactive measures to deal with such risks, including strengthening data protection regulations and increasing public awareness. By strategically utilizing social media, individuals can not only build strong personal branding but also create a safer digital ecosystem. Highlights: Adaptive Digital Identity Management – Deddy Corbuzier navigates context collapse by tailoring his communication while maintaining authenticity to engage diverse audiences. Handling Risks and Criticism – He employs strategies to manage cyberbullying and privacy concerns, balancing transparency with personal boundaries. Proactive Digital Safety Measures – Strengthening data protection laws and public awareness can enhance both personal branding and a safer online environment. Keywords: Online Identity, Instagram, Public Figure, Deddy Corbuzier
Copyright (c) 2025 Abdul Yudha Fahrezha Listianto, Pandu Bagus Fibisono, Poppy Febriana
Digital Identity Analysis of Tretan Muslim: a Case Study of a Content Creator's Digital Identity Formation and Management
This study examines how Tretan Muslim, a prominent Indonesian content creator, constructs and manages his digital identity across various social media platforms. Using qualitative analysis and digital ethnography methods, this research explores his strategies in managing context collapse, maintaining authenticity, and handling participatory surveillance risks. The findings reveal sophisticated multi-platform strategies, effective context collapse management, and balanced risk-opportunity handling in digital identity maintenance. This study contributes to understanding digital identity management in the Indonesian social media landscape, particularly among public figures navigating between entertainment and social commentary. Results indicate that successful digital identity management requires strategic platform utilization, consistent authenticity maintenance, and effective risk management approaches. Highlights: Multi-Platform Strategy – Tretan Muslim employs tailored approaches across different social media platforms to manage his digital identity effectively. Authenticity & Context Collapse – He balances authenticity while navigating diverse audience expectations and overlapping social contexts. Risk & Opportunity Management – He strategically handles participatory surveillance risks while leveraging opportunities for engagement and influence. Keywords: Digital Identity, Content Creator, Social Media, Context Collapse, Authenticity, Participatory Surveillance
Copyright (c) 2025 M. Hafid Alvandaru, Bryan Mahendra Putra Jona
Analysis of the Online Identity of Public Figure Najwa Shihab
Najwa Shihab has successfully built a strong and trustworthy online persona by prioritizing professionalism, ethics, and courage. Through a consistent approach and clear messaging, she effectively manages context collapse by utilizing content segmentation and low social media engagement. Despite facing challenges related to privacy and surveillance, Najwa uses her online platforms to inspire, educate, and mobilize society for positive change. This analysis examines how Najwa Shihab builds and maintains her online identity, manages interactions with diverse audiences, and addresses challenges related to reputation and privacy in the digital world. The findings show that while Najwa Shihab has successfully created a strong online presence, there is room to further develop strategies to protect her reputation and privacy. Highlights: Strategic Online Presence – Najwa Shihab maintains a trustworthy digital identity through professionalism, ethics, and clear messaging. Effective Context Management – She mitigates context collapse by segmenting content and keeping social media engagement minimal. Balancing Visibility & Privacy – While leveraging her platform for social impact, she faces challenges in reputation and privacy protection. Keywords: Najwa Shihab, Online Persona, Social Media, Professionalism, Ethics, Reputation, Privacy
Copyright (c) 2025 Tegas Immanio Sejati, Rafly Aditya Ramadhan
Online Identity Analysis of Public Figure Ketut Permata Juliastrid in Instagram Social Media
Technological advancements have driven the popularity of social media, providing many benefits, especially in easy and fast global communication. One of the rapidly growing platforms is Instagram, which is not only used to share photos and videos, but also to express oneself and form an online identity. Public figures such as Ketut Permata Juliastrid, utilize Instagram to build their self-image. This research aims to examine Ketut Permata Juliastrid's online identity formation through managing context collapse and authenticity, and to explore the risks and opportunities related to privacy and surveillance that arise in the use of social media. The study reveals that Tata manages her identity by utilizing personal stories and compelling visuals to build an emotional connection with her followers. However, this also brings challenges in maintaining a balance between public expectations and personal privacy. This research provides insight into the strategies used by public figures in building online identities in the digital age, as well as the challenges faced in protecting their privacy. Highlights: Online Identity & Authenticity – Public figures like Ketut Permata Juliastrid craft their online identity using personal stories and visuals to connect emotionally with followers. Context Collapse Management – Balancing different audience expectations requires careful curation of content to maintain authenticity while managing public perception. Privacy & Surveillance Risks – Sharing personal aspects online poses challenges in protecting privacy and navigating potential surveillance threats. Keywords: Online Identity, Context Collapse, Authenticity, Privacy and Survaillance
Copyright (c) 2025 Muchammad Dicky Amiruddin, Poppy Febriana
Analysis of Online Identity of Public Figures: A Case Study of Pandawara Group
This study analyzes the formation of the online identity of Pandawara Group, a collective renowned for their social activities in raising awareness about environmental issues. The focus of this research includes strategies for building an online identity, managing the challenges of content collapse, and the authenticity displayed on digital platforms. The analysis shows that Pandawara Group successfully utilizes visual narratives and audience interactions to establish themselves as authentic agents of change. However, they also face challenges such as public pressure, the risk of criticism, and the necessity of maintaining content consistency. This study provides recommendations for enhancing their digital communication strategies to better manage risks while leveraging opportunities in the era of social media. Highlights: Strategic Online Identity – Pandawara Group builds authenticity through visual storytelling and active audience engagement. Challenges of Digital Presence – They navigate public scrutiny, criticism, and the demand for consistent content. Enhancing Digital Strategy – Recommendations focus on risk management and optimizing opportunities in social media. Keywords: Online Identity, Content Collapse, Authenticity, Social Media, Pandawara Group, Social Movement.
Copyright (c) 2025 Satrio Wicaksono, Poppy Febriana
Analysis of Jefri Nichol's Identity and Image Development on the Instagram Account @Jefrinichol
The phenomenon of identity development in the digital era is increasingly interesting, especially through social media platforms like Instagram. This study aims to analyze how Jefri Nichol builds his identity and image through the Instagram account @jefrinichol. The method used is a descriptive qualitative approach, focusing on content analysis of photo and video uploads as well as interactions with his followers. The research results show that Jefri Nichol consistently leverages Instagram to promote his image as an actor and model while building closer relationships with fans. The novelty of this research lies in the depiction of a dynamic and diverse public identity, as well as how he manages personal narratives behind his public roles, making this study relevant for communication and social media studies.
Copyright (c) 2025 Muchammad Dhani Arifin, Rayhan Rizq Iskandar, Poppy Febriana
Building Self-Image: Tasya Farasya's Personal Branding Strategy as a Beauty Influencer
Social media has become an important platform in building personal branding in the digital era. This research aims to explore Tasya Farasya's personal branding strategy as a beauty influencer through a descriptive qualitative approach using Social Identity Theory. The research method was conducted through in-depth observation of Tasya Farasya's social media content on Instagram, YouTube, and TikTok platforms. The results showed that Tasya succeeded in building a strong personal branding through several main strategies, namely specialisation in beauty, consistency of content, active interaction with followers, honesty, and optimal use of social media. Analysis using the concepts of categorisation, identification and intergroup comparison in Social Identity Theory reveals how Tasya constructs her identity as an influential beauty influencer. This research provides an in-depth insight into the formation of personal branding on social media and the potential of individuals in building an authentic and influential self-image.
Copyright (c) 2025 Ana Sofiana Wahyu, Nasya Avrilia Herista, Poppy Febriana