INTELEKTUAL (Jurnal Administrasi Publik dan Ilmu Komunikasi)

Strategi Komunikasi Pemasaran Fintech Livin’ By Mandiri Melalui Instagram

2025-10-23T12:20:34+07:00

The digitalization of banking services has become imperative in today’s interconnected world, with mobile banking emerging as a key channel for financial transactions. This study aims to analyze the digital marketing communication strategy of Livin’ by Mandiri, the flagship mobile banking application of Bank Mandiri, through the lens of the SOSTAC framework comprising Situation, Objectives, Strategy, Tactics, Action, and Control and supported by SWOT analysis. A qualitative descriptive method was employed, involving document analysis, observation of Instagram marketing content, and secondary data review from official publications and user feedback. The research investigates how Bank Mandiri utilizes Instagram to engage digital-native consumers, promote its financial services, and position Livin’ by Mandiri as a lifestyle-driven financial platform. Findings reveal that Bank Mandiri integrates lifestyle marketing, financial literacy campaigns, and targeted promotions to build stronger customer relationships and encourage app adoption. Additionally, social responsibility initiatives further enhance brand credibility. However, usability and reliability issues remain key concerns based on recent user sentiment. This study concludes that a strategic, data-driven digital communication approach is essential to remain competitive in the fintech ecosystem. Future research should consider incorporating user interviews and comparative analysis across platforms to gain deeper insight into user experience and engagement.

Analisis Budaya Organisasi di Pusat Pendidikan dan Pelatihan Manajemen Pertahanan Badan Pendidikan dan Pelatihan Kementerian Pertahanan

2025-10-08T08:44:50+07:00

This study aims to analyze the organizational culture within the Center for Defense Management Education and Training, under the Education and Training Agency of the Ministry of Defense. Employing a qualitative descriptive approach, the study utilizes Cameron and Quinn’s as its analytical foundation, which categorizes organizational culture into four types: Clan, Adhocracy, Market, and Hierarchy. Data were collected through interviews, observation, and document analysis of the organization’s activities and policies. The findings indicate that the dominant organizational culture type at the Center is Hierarchy, characterized by a clear structure, strict regulations, and an emphasis on stability and control. However, elements of Clan culture are also present, particularly at the operational level, where work relationships tend to be familial and collaborative. These findings suggest that while bureaucratic structures remain prevalent, there are opportunities to enhance efficiency and adaptability by strengthening collaborative and innovative cultural elements. This study is expected to contribute to the development of a more adaptive organizational management model in response to dynamic strategic environments.

Makna Simbolik Beluk Dalam Tradisi Masyarakat Sunda

2025-10-03T14:22:55+07:00

Beluk is a traditional form of vocal art that thrives within the cultural life of the Sundanese people, particularly in the Priangan region of West Java, Indonesia. As an oral performance art, beluk functions not only as entertainment but also as a medium that conveys symbolic meanings reflecting the worldview, value systems, and social structure of Sundanese society. This study aims to explore the symbolic meanings embedded in the practice of beluk, including its performance elements, lyrics, vocal intonation, and the socio-cultural contexts in which it is performed. Using a qualitative approach and grounded in the theory of symbolic interactionism, this research examines how symbols within beluk are interpreted by the community, and how these meanings are constructed, maintained, and transmitted through social interaction. The findings reveal that beluk contains cultural symbols that represent values of harmony with nature, moral integrity, spirituality, and reverence for ancestors. These symbols are internalized through oral cultural transmission and play a crucial role in preserving the cultural identity of the Sundanese people. Thus, beluk serves not merely as an artistic expression, but also as a communicative vehicle for cultural values that strengthens social cohesion and the continuity of tradition within Sundanese society.

Efektivitas Program Rumah Anak Prestasi Berkebutuhan Khusus (RAPBK) Sebagai Strategi Upaya Pengurangan Kemiskinan Di Kota Surabaya

2025-10-14T18:06:27+07:00

Poverty remains a complex social problem in urban areas, especially for families with children with special needs (ABK). This condition not only causes economic limitations, but also limited social and educational access. The Surabaya City Government, through the Social Services Agency, launched the Rumah Anak Prestasi Berkebutuhan Khusus (Special Needs Children's Home) Program as a form of social empowerment for families with children with special needs, with a focus on skills development, economic improvement, and social inclusion. This study aims to analyze the effectiveness of the program as a poverty reduction strategy in Surabaya using the theory of program effectiveness according to Budiani (2007), which includes four indicators: program targeting accuracy, program socialization, program goal achievement, and program monitoring. This study uses a descriptive qualitative approach, with the location at the Rumah Anak Prestasi Berkebutuhan Khusus (Special Needs Children's Home) operating under the Surabaya City Social Services Agency in 2025. The results of the study indicate that this program is substantively effective in increasing family economic capacity through skills training such as painting, sewing, screen printing, and batik. Sales of crafts made by children with special needs contribute to increased family income and strengthen children's self-confidence. However, the program's effectiveness still needs to be improved in terms of monitoring and economic sustainability after participants graduate from the training. This study concludes that the Home for Achieving Children with Special Needs Program is an innovative strategy by the Surabaya city government to reduce poverty based on social inclusion and empowerment of families with special needs.

Efektivitas Tiktok Dalam Mempromosikan Tari Zapin Riau Sebagai Upaya Penguatan Identitas Nasional Di Era Digital

2025-10-03T14:20:32+07:00

The ever-growing development of technology in this modern era has had a significant impact on how society conveys and receives information. This phenomenon has a particularly strong influence in Indonesia, as the country is known for its rich cultural diversity. With such cultural diversity, Indonesia faces major challenges in preserving its local culture and maintaining its national identity in the eyes of the world. Technology has made it easy for various kinds of information, including foreign cultures, to enter Indonesia. This has led to a cultural shift where local culture is increasingly neglected. However, by utilizing digital technology wisely and strategically, Indonesia can preserve its culture and identity amidst the influx of foreign cultures. One popular platform in Indonesia today is TikTok. Through this platform, users can create creative videos that can reach audiences worldwide. This makes it much easier to promote local culture. Therefore, this research aims to explore the role of TikTok in the effort to preserve local culture using a qualitative approach through in-depth interviews, observations, and literature studies. The results of this research are expected to provide a deeper understanding and strategic recommendations related to cultural preservation efforts in the digital era.

Strategi Sosialisasi Karang Taruna Dalam Menangani Banjir di Wilayah Kelurahan Ulijami Kecamatan Pesanggrahan Jakarta Selatan

2025-10-23T12:29:41+07:00

Flood is one of the most frequent hydro-meteorological disasters in Indonesia, significantly affecting the social, economic, and public health aspects of communities, including in RW 01, Ulujami Subdistrict, South Jakarta. This study aims to analyze the flood risk communication strategies implemented by Karang Taruna (Youth Organization), evaluate their effectiveness, and explore challenges and opportunities for innovation. Using a qualitative descriptive approach with a case study method, data were collected through in-depth interviews, participatory observation, and documentation. The findings show that Karang Taruna plays a crucial role in public education through face-to-face outreach, collaboration with neighborhood leaders and local government, and community engagement. However, the communication strategies remain conventional, lack systematic evaluation, and are not yet optimized for digital media. Youth involvement has not fully utilized creative or participatory approaches. This study highlights the need to enhance Karang Taruna's capacity through disaster training, structured social media campaigns, and adaptive community-based communication strategies. Multi-stakeholder collaboration and local policy support are key to ensuring the sustainability of flood preparedness education. The study contributes to the development of youth-based disaster communication models and strengthens the role of grassroots organizations in building resilient communities.

Kualitas Pelayanan Publik Transportasi Feeder Wira Wiri Suroboyo Dalam Perspektif Standar Penyelenggaraan Bidang Lalu Lintas Dan Angkutan Jalan

2025-10-29T14:51:19+07:00

This research examines the quality of public services for the Wira Wiri Suroboyo feeder transportation from the perspective of Road Traffic and Transportation Service Standards based on Government Regulation Number 30 of 2021. The purpose of this research is to analyze the quality of services provided to meet user expectations and their compliance with applicable public service standards. The analysis was conducted by integrating the five dimensions of service quality from Zeithaml et al.'s (1990) public service quality theory into the regulatory framework of Government Regulation No. The goal is to ensure that the 30th year of 2021 is safe, secure, efficient, effective, and balanced. The research findings indicate that the tangibles dimension (physical evidence) has supported safety and security aspects through the provision of standard facilities such as Closed Circuit Television (CCTV), accessibility, and priority seating. Operational systems and timeliness, along with competent vehicles and drivers, support the reliability dimension. The responsiveness dimension is evident in the speed and preparedness of friendly staff in handling passenger needs and complaints. Meanwhile, the dimensions of assurance and empathy do not fully reflect balanced service, especially in ensuring equal access and inclusive communication. This finding confirms the need for systemic improvements to ensure the quality of public services aligns with the basic transportation principles established by the government.

Strategi Humas DP3APPKB Surabaya Dalam Upaya Meningkatkan Kesadaran Hidup Sehat Remaja

2025-10-29T15:01:14+07:00

The high number of physical and mental health disorders among Surabaya teenagers requires an appropriate communication strategy from government institutions, especially in building awareness of the importance of healthy living. This study examines the public relations strategy implemented by the Surabaya City Women's Empowerment, Child Protection, Population Control, and Family Planning Agency (DP3APPKB) in an effort to increase awareness of healthy living among teenagers.

The research approach used was qualitative descriptive with a case study method. Data were collected through in-depth interviews, field observations, and documentation, then analyzed using the four-stage public relations strategy model from Cutlip, Center, and Broom, namely: research, planning, implementation, and evaluation.

The results of the study showed that the DP3APPKB public relations strategy included the use of social media, community-based educational campaigns, active involvement of GenRe Ambassadors as agents of change, and a participatory interpersonal approach. This strategy succeeded in increasing adolescent participation in promotive and preventive activities related to physical and mental health. These findings reinforce the importance of the role of government public relations in shaping healthy adolescent behavior through adaptive and innovative public communication.

Strategi Komunikasi BMKG Dalam Difusi Inovasi Mitigasi Bencana Alam Menggunakan Meme dan Vtuber Melalui Instagram @Stageof.Gowa

2025-10-29T15:04:58+07:00

Disaster mitigation is a crucial aspect of building community preparedness in facing increasingly complex disaster risks. The diffusion of disaster mitigation innovations is necessary as a structured and consistent communication process to disseminate public understanding of potential hazards and promote the adoption of innovative and effective preventive measures. This innovation diffusion not only functions as an information delivery tool but also fosters awareness and encourages active public participation in adopting appropriate technologies, strategies, and behaviors in the digital age.This study aims to analyze the communication strategy of the Meteorology, Climatology, and Geophysics Agency (BMKG) through the Instagram account @stageof.gowa, using a creative approach with meme content and VTuber characters as educational media. This research uses a qualitative method with data collection techniques including in-depth interviews, observation, and documentation. It adopts Everett M. Rogers' Diffusion of Innovation theory, focusing on three main aspects: the elements of innovation, the stages of the innovation-decision process, and the characteristics of innovation.The results show that this creative strategy effectively captures public attention and enhances disaster awareness, especially among younger audiences. It also creates adaptive communication patterns and expands outreach, aligning with the digital behavior of today’s society.

Etika Pelayanan Publik Untuk Mewujudkan Good Governance di Polres Pelabuhan Tanjung Perak Kota Surabaya

2025-10-30T10:09:06+07:00

This study aims to analyze the implementation of public service ethics in realizing good governance at the Tanjung Perak Port Police Department, Surabaya. The research is motivated by the ongoing bureaucratic reform and the increasing public demand for transparent, accountable, and integrity-based public services. A qualitative descriptive method was employed, with data collected through in-depth interviews, field observations, and documentation of policies and public service procedures.The findings indicate that the implementation of public service ethics at the Tanjung Perak Port Police has been relatively effective. This is reflected in the application of key principles such as transparency, accountability, participation, equality, conditionality, and the balance of rights and obligations between officers and the public. The main factors supporting this implementation include personnel integrity and competence, leadership commitment, organizational culture, infrastructure, and consistent internal supervision.The study concludes that strengthening ethical awareness among officers and enhancing public participation are essential to building a clean, professional, and just governance system within the police institution. Therefore, public service ethics not only serve as a moral foundation for bureaucratic behavior but also as a strategic instrument to reinforce public trust and institutional legitimacy in the implementation of good governance.

Strategi Kepolisian Polrestabes Surabaya Dalam Penindakan dan Pencegahan Tindak Pidana Judi Online di Kota Surabaya

2025-11-06T13:45:16+07:00

This study aims to analyze the strategies implemented by the Surabaya Metropolitan Police (Polrestabes Surabaya) in enforcing and preventing online gambling crimes, as well as to identify the factors that hinder the eradication process. In addition, the research discusses the measures taken by law enforcement officers to uphold the law against perpetrators of online gambling crimes in Surabaya City. According to Article 1, Paragraph (1) of Law Number 2 of 2002 concerning the Indonesian National Police, policing encompasses all matters related to the functions, institutions, and legal provisions governing police duties. Online gambling constitutes an unlawful act categorized as a criminal offense and has become increasingly prevalent in society. This research employs a qualitative approach, collecting data through interviews and documentation, with informants selected using purposive sampling, and analyzing the data descriptively in a narrative form. The findings indicate that the strategies of Polrestabes Surabaya in addressing and preventing online gambling crimes include technological innovation, effective communication, and community collaboration. The integrated implementation of pre-emptive, preventive, and repressive efforts has proven effective in uncovering numerous cases and deterring offenders. However, challenges such as low public awareness, limited cyber human resources, and the dynamics of global technology remain major obstacles that must be addressed through collaborative approaches and prevention-oriented policies for sustainable enforcement.