<mets:mets OBJID="eprint_32512" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-08-01T11:01:55Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>EPrints Universitas Amikom Yogyakarta</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_32512_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>KAMPANYE DIGITAL APLIKASI JOGJAKITA DALAM &#13;
MENGANGKAT NILAI-NILAI LOKALITAS &#13;
YOGYAKARTA</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Nasya</mods:namePart><mods:namePart type="family">Azzahra</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Layanan berbasis mobile seperti ojek online, menunjukkan transformasi yang&#13;
signifikan dalam pola interaksi, transaksi, dan akses layanan publik masyarakat.&#13;
Fenomena ini menegaskan pentingnya strategi komunikasi digital yang efektif agar&#13;
aplikasi mampu membangun keterlibatan dan kepercayaan pengguna. Penelitian ini&#13;
bertujuan untuk menganalisis strategi kampanye digital JogjaKita serta bagaimana&#13;
representasi nilai-nilai lokalitas Yogyakarta diintegrasikan dalam komunikasi&#13;
pemasaran. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan&#13;
landasan teori Komunikasi Pemasaran Terpadu (Integrated Marketing&#13;
Communication/IMC), kampanye digital, serta konsep lokalitas dan identitas&#13;
budaya. Pengumpulan data dilakukan melalui observasi konten media sosial,&#13;
dokumentasi materi kampanye, dan wawancara dengan pengguna aplikasi. Analisis&#13;
data dilakukan terhadap narasi pesan, elemen visual, serta respons audiens. Hasil&#13;
penelitian menunjukkan bahwa kampanye digital JogjaKita mengintegrasikan&#13;
unsur lokalitas seperti bahasa Jawa, simbol budaya, dan narasi sosial yang relevan&#13;
dengan konteks Yogyakarta. Strategi IMC yang diterapkan menunjukkan&#13;
konsistensi pesan lintas platform digital, sehingga memperkuat citra aplikasi&#13;
sebagai layanan publik yang dekat secara kultural. Penelitian ini menyimpulkan&#13;
bahwa integrasi nilai lokal dalam kampanye digital berkontribusi positif terhadap&#13;
keterlibatan (engagement), persepsi positif, dan loyalitas pengguna.</mods:abstract><mods:classification authority="lcc">302.2 Ilmu Komunikasi</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2026-02-18</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas AMIKOM Yogyakarta;Fakultas Ekonomi &amp; Sosial</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_32512"><mets:rightsMD ID="rights_eprint_32512_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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