Digital Literacy Competence is not yet mastered by the people of Indonesia. Understanding of reading material and the ability to produce positive reading has not been successfully implemented. The purpose of the study was to analyze the influence of parental roles on digital literac y competencies of the students of the Faculty of Communication Sciences, Universitas Mercu Buana. The concept of Interpersonal Communication by DeVito (2013) was used in this study. The role of the family can be classified into four, namely: (1) modeling; (2) mentoring; (3) organizing, and (4) teaching. Through survey methods and data analysis techniques with correlation and impact testing, the results of the study show that the role of parents has an influence on digital literacy competencies. The role o f parents as models, mentors, organizers and instructors in educating and raising their children is highly recognized by their children. Meanwhile, the role of parents has not had a maximum effect on improving student literacy digital competencies.

Tujuan Traveloka beriklan adalah untuk meningkatkan kesadaran masyarakat akan hadirnya Traveloka sebagai salah satu pelopor online travel agency di Indonesia, serta untuk meningkatkan jumlah pengguna. Tujuan penelitian ini untuk mengetahui efektivitas iklan. Penelitian ini merupakan penelitian kuantitatif deskriptif dengan paradigma positivistik.  Pengukuran efektivitas iklan dilakukan dengan menggunakan model Customer Response Index (CRI). Hasil pengukuran di analisis disertai dengan penjelasan faktor-faktor yang menjadi alasan responden dalam memberikan respon mengacu pada indikator dari model Hierarchy of Effect. Hasil akhir penghitungan diperoleh nilai CRI sebesar 51,4% lebih besar dari unaware 1,4%, no comprehend 5,1%, no interest 12,9%, no intention 9,6% dan no action 19,6%. Hal tersebut menunjukkan bahwa iklan televisi Traveloka “Edisi Ramadhan–Trip Mudik” tahun 2017 efektif. Kesimpulan diperoleh melalui pengujian model CRI diketahui bahwa nilai CRI (tahap action) lebih besar dari unaware, no comprehend, no interest, no intention dan no action iklan televisi Traveloka “Edisi Ramadhan–Trip Mudik” tahun 2017 efektif.

Purpose: The purpose of this study is to investigate the implementation of digital marketing communication strategy employed by Kompas Media Nusantara the Indonesian biggest news company in increasing the number of paid news portal users for Kompas.id. Design/Methodology/Approach: The methodology used a case study by adopting the qualitative approach through an in-depth interview. Findings: The results of the study concluded that the main direction of digital marketing communication strategy for Kompas.id in the year 2019 was 'objective focused'. Practical Implications: This study implies to promoting the digital aspects that did not only appear in the communication mix but in the whole process of the implementation for the Kompas.id digital marketing communication strategy. The stages are setting digital marketing communication objective, identifying the target audience, designing digital marketing communication plan, deciding digital communication channel and tools, determining the total budget, and finally measuring the results of the whole digital marketing communication process. Originality/Value: The results revealed a model of digital marketing communication strategy implemented by paid mass media businesses in Indonesia. The object of research is one of the largest media companies in Indonesia, which first implemented a subscription system for its customers.

In political contestation, branding for new political party has a central position in political marketing. This study discusses the formation of a new political party brand that make an effort to sell political products to the target voters. The research is qualitative using a case study method, with the basis of the main framework of political marketing Product-Sales-Market orientation models. This study shows, Perindo as a new political party in 2019 General Election applies the Market Oriented Party through the slogan "Perindo for Prosperous Indonesia". Perindo displays economic competency branding to attract the attention of voters in the lower middle class who are the largest voters in Indonesia. The study shows that the application of the market-based orientation model by the party gets the attention of voters even though in the end Perindo failed to pass the electoral threshold to the People's Representative Council (Indonesian: DPR) in Senayan, which only won 2.6 percent, however it is noteworthy that Perindo was the new political party that received the highest votes. Keywords-political branding; new political party; brand awareness; brand association; market oriented partyI.

Educational activities about digital consumer insight to build SME promotions in the Tangerang City environment are carried out to help micro and small-scale businesses in the Tangerang City environment to develop the businesses they run. This activity was attended by 22 participants and was held in Cibodas Village in March 2020. The method used is 1) counseling and introduction to online business development, especially regarding consumer behavior in the digital era, 2) education about the activities and stages that consumers go through in making purchase decisions on various online platforms, 3) tutorials for consumers targeting on online platforms, 4) tutorials on utilizing the results of analysis of consumer information to develop marketing communication strategies in online platforms, 5) interactive discussions, and 6) evaluation. In particular, business development is focused on promotional activities on online platforms by utilizing information about consumer behavior in the digital era. This information is the result of previous research on the "consumer journey on social media". The result of this community service activity is the development of participant understanding regarding consumer behavior on social media, increased understanding and ability of participants in utilizing various features and facilities of social media for business purposes, and increasing participants' ability to create business content on social media. In conclusion, it is known that community service activities aimed at increasing the understanding and technical capabilities of MSME actors need to be carried out and developed to support the empowerment of the micro, small, and medium industrial sector in Indonesia.