Indonesian Journal of Islamic Communication

A COMPARATIVE STUDY OF THE RELIGIOUS FILMS SANG PENCERAH AND SANG KIAI FROM THE PERSPECTIVE OF RELIGIOUS MODERATION

Achmad Zaki Ghufron — 2025-06-11

This study conducts a comparative analysis of religious moderation values in two significant Indonesian Islamic biographical films: Sang Pencerah (2010) and Sang Kiai (2013). Using qualitative content analysis methodology, the research examines narrative structures, character development, dialogues, and visual symbolism to uncover how each film constructs its representation of moderate Islam. The findings reveal that while both films advocate for religious tolerance and anti-extremism, they employ distinct narrative approaches reflective of their historical contexts and protagonists' ideologies. Sang Pencerah presents KH. Ahmad Dahlan as a progressive reformer who combines Islamic teachings with modern education, emphasizing rational thinking and social inclusion. The film's cinematography, featuring bright lighting and open spaces, visually reinforces these themes of enlightenment and progress. Conversely, Sang Kiai portrays KH. Hasyim Asy'ari as a traditionalist leader who preserves religious values while fostering national unity during colonial occupation, using warm color palettes and pesantren settings to symbolize cultural resilience. The study highlights three key contributions: First, it demonstrates how religious moderation can be effectively communicated through popular media. Second, it reveals the complementary nature of reformist and traditionalist approaches to Islamic moderation. Third, it provides a framework for analyzing religious values in cultural products. These insights are particularly relevant for Indonesia's multicultural society and its current efforts to promote religious harmony through cultural means.

THE INFLUENCE OF CO-BRANDING MAKE OVER X NIKI PRODUCTS ON THE BRAND IMAGE MAKE OVER COSMETICS ON INSTAGRAM

Galuh Sukma Dwijayanti — 2025-06-15

This study explores the influence of the co-branding strategy between Make Over Cosmetics and Indonesian singer NIKI on the brand image of Make Over Cosmetics as portrayed on Instagram. In the increasingly competitive Indonesian cosmetics market, innovative marketing strategies such as co-branding play a crucial role in shaping and strengthening brand perception. This research specifically examines consumer responses to the Make Over X NIKI collaboration featured on the @makeoverid Instagram account. Utilizing a quantitative approach, the study surveyed 342 followers of the account who had interacted with content related to the co-branded product launch. Data were collected through questionnaires and analyzed using SPSS version 29 through correlation, regression, and classical assumption tests. Findings indicate that co-branding exerts a positive and significant effect on brand image, with a coefficient of determination (R²) of 0.415, suggesting that 41.5% of the variance in brand image is explained by the co-branding variable. The collaboration successfully conveyed a premium and differentiated brand image, aligning with Make Over's motto “Beauty Beyond Rules.” NIKI’s personal brand, global reach, and values reinforced Make Over’s positioning in the market. Through the Elaboration Likelihood Model (ELM), the study highlights the effectiveness of peripheral cues, such as celebrity appeal and aesthetic visuals, in enhancing brand perception on social media. The study concludes that co-branding with suitable influencers significantly strengthens brand image and recommends similar strategies for local beauty brands aiming to compete in digital and global markets.

THE COMMUNICATION STRATEGY OF THE INDONESIAN BOOK PARTY COMMUNITY IN FRAMING SOCIAL ISSUES AND MANAGING PUBLIC IMAGE ON INSTAGRAM

Suci Rachma Praditi — 2025-06-18

This study explores the communication strategy of the Indonesia Book Party (IBP) community in framing social issues and maintaining its image through Instagram. Using a descriptive qualitative method, the research involved in-depth interviews with key IBP members in charge of public relations, risk management, social media, and visual design. The findings reveal that IBP’s strategy is rooted in literacy values, combining reflective narratives with light and engaging visual content. IBP frames social and political issues—such as economic inequality or governmental control—by linking them to literary references, thereby offering critical yet accessible perspectives. Their Instagram presence is strengthened through consistent visual identity, strategic use of memes, inclusive tone, and professional content approval procedures. Audience engagement is fostered via interactive features such as comments, polls, and participatory campaigns. IBP also implements crisis communication protocols to respond empathetically to criticism while maintaining neutrality. This strategy not only helps preserve IBP’s image as a reflective and inclusive literacy community but also encourages the development of a digital literacy culture among followers. Through a balance of aesthetic consistency, value-based communication, and active audience participation, IBP demonstrates how social media can be used as a platform for critical discourse and community building. The study provides a valuable model for digital community management and highlights the potential of Instagram as a tool for educational and social transformation.

FORMULATING RESEARCH PROBLEMS AND DEVELOPING HYPOTHESES IN QUANTITATIVE DA'WAH STUDIES: A SYSTEMATIC-CONTEXTUAL INTEGRATION FOR ENHANCED DA'WAH MESSAGE IMPACT

Risqiatul Hasanah — 2025-06-28

This study explores the formulation of problems and the development of hypotheses in quantitative da'wah research through the integration of systematic and contextual approaches. In response to the growing complexity of Islamic communication in contemporary society, this research proposes a hybrid methodology that reinforces the relevance, precision, and impact of da'wah messages. Utilizing a descriptive-analytical method, the study synthesizes data from scholarly articles and empirical evidence to identify key components of problem formulation, including goal identification, condition mapping, and strategic selection, and connects them with culturally responsive hypothesis construction. The findings reveal that systematic approaches ensure methodological coherence and reproducibility, while contextual insights enhance cultural and social resonance. Together, they create a comprehensive framework for developing impactful hypotheses in da'wah research. This integrated strategy not only elevates the quality of Islamic discourse but also strengthens the alignment between da'wah messages and audience needs, ultimately enhancing the effectiveness of religious communication in diverse societal settings.

EFFECTIVENESS CONTENT INSTAGRAM OF @NADI.INDO IN INCREASING BRAND AWARENESS

Putri Wulansari — 2025-06-30

This study aims to determine the effectiveness of Instagram content @nadi.indo in increasing brand awareness by using the EPIC Model as a measuring tool to assess the extent to which Instagram content can enhance brand recognition and recall. The research focuses on the Instagram content of the @nadi.indo account managed by Nasari Digital (NADI), targeting active followers of the account as the study population. Employing a quantitative methodology, data were collected through questionnaires distributed to 100 respondents. The EPIC Model, developed by AC Nielsen, was utilized to evaluate four critical dimensions: Empathy, Persuasion, Impact, and Communication. The results revealed an overall average score of 3.385 across these dimensions, indicating that the content falls into the effective category. Specifically, the Persuasion dimension scored the highest at 3.43, demonstrating its strong influence on audience perception. Meanwhile, Empathy, Impact, and Communication scored 3.35, 3.38, and 3.385, respectively, reflecting their moderate yet positive contributions. These findings suggest that the Instagram content successfully fosters brand awareness, though there remains room for improvement to achieve optimal results. The study underscores the importance of maximizing performance in content creation to elevate brand awareness to its highest level, such as Top of Mind recognition. By leveraging the EPIC Model, this research provides actionable insights for digital marketers aiming to enhance brand visibility and engagement on social media platforms like Instagram.

THE INTEGRATION OF MEASURABLE AND NON-MEASURABLE INSTRUMENTS IN QUANTITATIVE DA'WAH RESEARCH: AN INNOVATIVE FRAMEWORK FOR ASSESSING DA'WAH EFFICACY

Surya Eka Priyatna — 2025-06-30

This article explores the integration of measurement and non-measurement instruments in quantitative research methodology for the evaluation of Islamic da’wah. Recognizing the limitations of using purely quantitative indicators, this study highlights the significance of merging structured numeric tools such as questionnaires with non-measurement approaches like interviews, observations, and digital analytics. Drawing from a synthesis of recent scholarly findings, the study elaborates on methodological, cultural, technological, and ethical challenges. It applies an innovative mixed-method approach that enhances the validity, relevance, and cultural responsiveness of da’wah evaluation models. The findings affirm that integrating these instruments offers a holistic and pragmatic understanding of da’wah effectiveness, especially in measuring cognitive, affective, and behavioral impacts on target audiences. This integration also enables participatory evaluation frameworks, supports data triangulation, and addresses the ethical dilemmas in cross-contextual research. The paper concludes that this integrative approach not only enriches research design but also equips da’wah practitioners with evidence-based strategies that are adaptable to contemporary socio-digital landscapes.

EVENT MARKETING STRATEGY IN DEVELOPING THE BRAND IMAGE OF MIDEA ELECTRONICS THROUGH THE EVENT “MIDEA BUY WIN FLY 2.0”

Tazkia Nursina — 2025-06-30

This study examines how Midea Electronics' "Buy Win Fly 2.0" event enhanced brand image through experiential marketing, using qualitative methods including interviews to analyze how entertainment, excitement, and enterprise elements shaped consumer perceptions. Findings reveal the event successfully created emotional connections through interactive games, international trip prizes, and nationwide activations featuring Manchester City collaborations, strengthening Midea's identity as an innovative and trustworthy brand while driving immediate sales and long-term loyalty. The program demonstrated event marketing's superiority over traditional advertising in building consumer relationships through immersive activities that fostered personal engagement, high-value rewards generating word-of-mouth promotion, and strategic partnerships reinforcing global positioning. The study provides actionable insights for electronics brands to design memorable experiences, leverage emotional triggers, and integrate online-offline touchpoints, while recommending future events incorporate digital extensions and sustainability themes to engage younger demographics, ultimately contributing to understanding how experiential marketing drives brand perception in competitive industries.