COMMUSTY Journal of Communication Studies and Society

Local Fashion Product Marketing Strategy in the Creative Digital Era

Fito Herlambang, Ghefira Prisyilia Azzahra, Eko Purwanto, Fitria — Fri, 30 May 2025 00:00:00 +0000

This study aims to examine the marketing strategies of local fashion products in the creative digital era. Using a qualitative literature review approach, the findings show that local fashion entrepreneurs in Indonesia increasingly adopt digital strategies such as social media utilization, influencer collaboration, SEO optimization, and the use of big data and AI. These strategies have proven effective in expanding market reach, building brand awareness, and fostering closer relationships with consumers, especially Gen Z, who value personalization and sustainability. This research highlights the importance of digital technology adaptation to build competitive advantage in an increasingly dynamic market environment.

Code-Switching Practices of English Lecturers and Student Attitudes: A Sociolinguistic Case Study at Omna Trisakti Chandra Polytechnic (Academic Year 2024/2025)

I Wayan Erik Susanto, Ida Nyoman Basmantra, Ida Ayu Fortuna Ningrum — Fri, 30 May 2025 00:00:00 +0000

The aims of the study were 1) to classify the code switching which produced by English Lecturers in teaching English as foreign language in Poltek OTC, 2) to identify types of code switching that were mostly used by the lecturers in teaching English as foreign language in Poltek OTC, 3) to describe the functions of code switching that were produced by the lecturers, 4) to describe the students’ attitude toward the use of code switching in teaching English as foreign language in Poltek OTC. This was qualitative research and the subject of the research were the students and English lecturers in Poltek OTC in academic year 2024/2025. In this study, the data were collected and analyzed by using Interactive Flows of Activities Model adapted from Miles Huberman (1984) The findings showed that the classification of the code switching used by the lecturers were tag, inter-sentential, and intra-sentential code switching. The most type of code switching produced by the lecturers was intra-sentential code switching (42%), followed by tag code switching (38%), and the last was inter-sentential code switching (20%). Regarding to the functions of the code switching, it was found that there were 8 functions, they were regulatory, emphasis, attention, clarification, sociolinguistic play, instruction, reminding, and motivating. The students’ attitude toward the use of code switching was generally positive. Based on the functions of code switching as dimensions in measuring students’ attitude, it was found that the most positive responses given by the students was sociolinguistic play. From 90 students, 86% of the students gave positive responses towards this function, followed by clarification (84%), emphasis (81%), attention (77%), instruction (75%), lexicalization (74%), and the last was regulatory (73%). From the finding above, it could be summed up that the used of code switching by English lecturers in teaching English as a foreign language in Omna Trisakti Chandra Polytechnic was responded positively by the students.

The Role of Influencer Marketing in Digital Campaigns for Men's Skincare Health Products

Muhamad Rifki Maulana, Eko Purwanto, Indra Miftahul Fadli — Fri, 30 May 2025 00:00:00 +0000

Recent advancements in healthcare technology have fueled the growth of Indonesia's skincare industry, particularly in men's skincare, reflecting evolving perceptions of masculinity. This study analyzes the role of influencer marketing in digital campaigns for men's skincare products, examining its impact on consumer perceptions, brand awareness, purchase intentions, and decisions. Employing a qualitative literature review, this research examines scientific journals, articles, reports, books, and other relevant publications on influencer marketing, digital campaigns, and men's skincare consumer behavior. Descriptive analysis focusing on key themes and findings from existing studies provides a comprehensive understanding of influencers' roles in shaping perceptions and purchase decisions through digital marketing strategies. This study addresses the gap in existing research by specifically focusing on the Indonesian men's skincare market and the unique role of influencer marketing within this context. The findings contribute to a practical understanding of effective influencer marketing strategies within the digital communication and consumer behavior fields.

Online Media Coverage of COVID-19 in Tempo.co

Raden Arditya Mutwara Lokita, Devi Wening Astari, Anggun Anindya Sekarningrum — Fri, 30 May 2025 00:00:00 +0000

When WHO (World Health Organization) declared COVID-19 a pandemic, the world realized that COVID-19 was a real threat. In Indonesia, the first case appeared on March 2, 2020. The Indonesian government categorized COVID-19 as a non-natural disaster. The aim of the research is to see how news trends appear in online media related to COVID-19, especially on Tempo.co. The research method uses content analysis with purposive sampling to process data. The data was then analyzed using the concept of news objectivity and health communication theory. As a result, 97% of COVID-19 news dimension on Tempo.co are related to health themes. The largest portion of the news is the spread of the virus, at 79%. From 840 news articles, 99% are reported in straight news. Overall, the media was successful in conveying health issues on the public agenda and was able to frame the problem (pandemic) correctly.

Kipin School Digital Learning Application at Tarbiyatul Islamiyah Jagakarsa Elementary Madrasah School

Fri, 30 May 2025 00:00:00 +0000

This study aims to analyze how the use and utilization of the Kipin School application supports the learning process at Madrasah Ibtidaiyah Tarbiyatul Islamiyah. This application provides various educational features that can help students and teachers improve the quality of learning, as well as support access to more interactive and easily accessible teaching materials. In this study, the theory used is the theory of technological determination, which emphasizes that technological developments have a dominant influence in shaping social change, including in the world of education. This study uses a qualitative method with a descriptive approach. The paradigm used in this study is the constructivist paradigm. Data collection techniques include in-depth interviews, observations, documentation, and literature studies. The results of the study indicate that the use and utilization of the Kipin School application plays an important role in supporting the learning process at Madrasah Ibtidaiyah Tarbiyatul Islamiyah. This application helps improve access to teaching materials, enriches learning methods, and encourages more active interaction between teachers and students in teaching and learning activities.