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All Journal Media Riset Bisnis Ekonomi Sains dan Terapan Media Riset Bisnis Manajemen Akuntansi Multidisciplinary Research Studies in Social Sciences
Medo Maulianza
(Scopus ID: 58753142100), (Sinta ID: 6703211), Universitas Bina Nusantara
Computer Science & IT Economics, Econometrics & Finance Education Other

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UTILIZING BANDURA'S SOCIAL COGNITIVE THEORY IN ENTERTAINMENT-EDUCATION COMMUNICATION DESIGN: A CONCEPTUAL REVIEW Medo Maulianza; Sarwititi Sarwoprasodjo; Nur Asni Gani
Multidisciplinary Research Studies in Social Sciences Vol 2, No 2 (2026): Multidisciplinary Research Studies in Social Sciences (In Press)
Publisher : Taksasila Edukasi Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71312/mrscholar.v2i2.938

Abstract

This review is motivated by the complex problems of development and the urgency of effective communication interventions to encourage behavioral change in society. Although edutainment has proven to be a promising communication strategy, there are theoretical, empirical, and practical gaps in its application in Indonesia, often without critical testing of the theory's assumptions and boundary conditions. This paper aims to map the assumptions, key concepts, and propositions of Albert Bandura's Social Cognitive Theory; identify its historical-paradigmatic roots; critically analyze the coherence, hidden assumptions, biases, and boundary conditions of the theory; synthesize empirical evidence from at least three Scopus-indexed articles applying SCT to relevant issues; compare SCT with the Diffusion of Innovations Theory; and test its relevance in real cases in Indonesia. The method used is a narrative-systematic literature review with specific inclusion criteria for Scopus articles. Key findings indicate that SCT excels in explaining individual psychological mechanisms in behavioral change through modeling and self-efficacy, which are highly relevant for edutainment design. However, SCT has limitations in explaining structural barriers or deeply ingrained social norms. The integration of SCT with the Diffusion of Innovations Theory is proposed for a more comprehensive framework.Keywords: Social Cognitive Theory, Albert Bandura, Edutainment, Development Communication, Behavior Change, Self-Efficacy
ENTERTAINMENT-BASED CONTENT PRODUCTION STRATEGIES FOR BUILDING AUDIENCE ENGAGEMENT ON INSTAGRAM REELS AND TIKTOK: A CASE STUDY OF WULING MOTORS INDONESIA Medo Maulianza; Nur Asni Gani; Farrel Nayesa Syahrial
Multidisciplinary Research Studies in Social Sciences Vol 2, No 1 (2026): Multidisciplinary Research Studies in Social Sciences
Publisher : Taksasila Edukasi Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71312/mrscholar.v2i1.1123

Abstract

This study aims to examine how an otomotive company develops and implements entertainment-based content strategies on Instagram Reels and TikTok to build audience engagement. A qualitative case study approach was employed, with data collected through semi-structured interviews, content observation, and document analysis. The data were analyzed using thematic analysis to identify strategic communication practices across the stages of pre-production, production, and post-production. The findings reveal that audience engagement is generated through an integrated communication process involving audience insight, trend analysis, storytelling, creative execution, platform adaptation, and continuous performance evaluation. Rather than functioning as isolated production activities, these stages form a continuous strategic communication cycle in which audience feedback informs subsequent content development. The study proposes the Strategic Entertainment Content Production Framework (SECPF), highlighting audience engagement as both the outcome and feedback mechanism of strategic digital communication. These findings contribute to the literature on strategic digital communication and provide practical insights for organizations seeking to optimize entertainment-based communication on short-form video platforms.Keywords: strategic digital communication; entertainment-based content; content production; audience engagement; Instagram Reels; TikTok.
PENGARUH KONTEN REVIEW BEAUTY INFLUENCER TERHADAP MINAT BELI PRODUK SKINCARE: STUDI PADA PENGIKUT AKUN TIKTOK @TASYAFARASYA Medo Maulianza; Nur Asni Gani; Celline Octavia
Media Riset Bisnis Manajemen Akuntansi Vol 2, No 2 (2026): Media Riset Bisnis Manajemen Akuntansi
Publisher : Taksasila Edukasi Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71312/mrbima.v2i2.1230

Abstract

The development of TikTok as a digital marketing communication medium has encouraged the increasing role of beauty influencers in influencing consumer behavior, especially in the skincare industry. This study aims to analyze the influence of beauty influencer review content on TikTok on the purchase interest of skincare products among followers of the @tasyafarasya account. The study used a quantitative approach with an explanatory survey method. The study population was 3,440,000 followers of the @tasyafarasya account, while a sample of 100 respondents was determined using the Slovin formula with a simple random sampling technique. Data collection was carried out through a Likert-scale questionnaire, then analyzed using simple linear regression with the help of IBM SPSS Statistics 26. The results showed that beauty influencer review content was in the high category with an index value of 73.17, while purchase interest obtained an index value of 73.95. The regression analysis showed that beauty influencer review content had a positive and significant effect on purchase interest of skincare products (β = 0.244; p 0.001), with a coefficient of determination of 46.2%. These findings indicate that informative, credible, and engaging review content contributes to increasing consumer purchase intention. This research reinforces the Uses and Effects Theory, which suggests that exposure to digital media can lead to changes in consumer behavior in the context of marketing communications.Keywords: beauty influencer, TikTok, review content, purchase intention, skincare, Uses and Effects Theory.
INFLUENCER DAN LITERASI KEUANGAN DIGITAL: STUDI EKSPLANATIF PADA AKUN YOUTUBE RAYMOND CHIN Medo Maulianza; Nur Asni Gani; Muhammad Fathan Azka Ramadhan
Media Riset Bisnis Ekonomi Sains dan Terapan Vol 5, No 2 (2026): Media Riset Bisnis Ekonomi Sains dan Terapan
Publisher : Taksasila Edukasi Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71312/mrbest.v5i2.1064

Abstract

This study aims to analyze the influence of exposure to Raymond Chin's YouTube content on the digital financial literacy of Generation Z in Indonesia. This study uses Uses and Gratifications Theory as a theoretical basis, which explains that audiences actively choose media to fulfill their information and knowledge needs. The research approach used is quantitative explanatory with a survey method of 100 Generation Z respondents who have watched Raymond Chin's YouTube content. Data were collected through an online questionnaire and analyzed using descriptive statistics, validity tests, reliability tests, classical assumption tests, and simple linear regression. The results show that exposure to Raymond Chin's YouTube content has a positive and significant effect on the digital financial literacy of Generation Z. The regression results show a coefficient of 0.868 with a significance level of 0.000 (p 0.05). The coefficient of determination (R²) value of 0.553 indicates that 55.3% of the variation in digital financial literacy can be explained by exposure to Raymond Chin's YouTube content. These findings indicate that YouTube-based financial education content can function as an effective informal learning medium to improve Gen-Z literacy. This research highlights the importance of collaboration between the government, educational institutions, and digital content creators in strengthening financial literacy programs in the digital age.Keywords: digital financial literacy, financial influencers, YouTube, Generation Z, Uses and Gratifications Theory.
Co-Authors Celline Octavia Farrel Nayesa Syahrial Muhammad Fathan Azka Ramadhan Nur Asni Gani Nur Asni Gani