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      "abstract": "Layanan berbasis mobile seperti ojek online, menunjukkan transformasi yang\r\nsignifikan dalam pola interaksi, transaksi, dan akses layanan publik masyarakat.\r\nFenomena ini menegaskan pentingnya strategi komunikasi digital yang efektif agar\r\naplikasi mampu membangun keterlibatan dan kepercayaan pengguna. Penelitian ini\r\nbertujuan untuk menganalisis strategi kampanye digital JogjaKita serta bagaimana\r\nrepresentasi nilai-nilai lokalitas Yogyakarta diintegrasikan dalam komunikasi\r\npemasaran. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan\r\nlandasan teori Komunikasi Pemasaran Terpadu (Integrated Marketing\r\nCommunication\/IMC), kampanye digital, serta konsep lokalitas dan identitas\r\nbudaya. Pengumpulan data dilakukan melalui observasi konten media sosial,\r\ndokumentasi materi kampanye, dan wawancara dengan pengguna aplikasi. Analisis\r\ndata dilakukan terhadap narasi pesan, elemen visual, serta respons audiens. Hasil\r\npenelitian menunjukkan bahwa kampanye digital JogjaKita mengintegrasikan\r\nunsur lokalitas seperti bahasa Jawa, simbol budaya, dan narasi sosial yang relevan\r\ndengan konteks Yogyakarta. Strategi IMC yang diterapkan menunjukkan\r\nkonsistensi pesan lintas platform digital, sehingga memperkuat citra aplikasi\r\nsebagai layanan publik yang dekat secara kultural. Penelitian ini menyimpulkan\r\nbahwa integrasi nilai lokal dalam kampanye digital berkontribusi positif terhadap\r\nketerlibatan (engagement), persepsi positif, dan loyalitas pengguna.",
      "dir": "disk0\/00\/03\/25\/12",
      "title": "KAMPANYE DIGITAL APLIKASI JOGJAKITA DALAM \r\nMENGANGKAT NILAI-NILAI LOKALITAS \r\nYOGYAKARTA",
      "metadata_visibility": "show",
      "institution": "Universitas AMIKOM Yogyakarta",
      "subjects": [
        "300.300.302"
      ],
      "creators": [
        {
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          "name": {
            "given": "Nasya",
            "lineage": null,
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