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Yohanes Thianika Budiarsa
Prodi S1 Ilmu Komunikasi
Library & Information Science Social Sciences

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KAMPANYE KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PERFORMA MEDIA DIGITAL JATENG POS SEBAGAI ACCOUNT EXECUTIVE DAN EVENT MANAGER Auryn Puan Karina; Yohanes Thianika Budiarsa
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

The rapid development of information and communication technology has encouraged Jateng Pos to adapt to a competitive digital environment. However, its digital media performance remained suboptimal, indicated by low website traffic, limited reach, and low engagement, particularly among Generation Z. Therefore, this field project aimed to improve Jateng Pos's digital performance through an Integrated Marketing Communication (IMC) approach and curated flows concept. The program was implemented through the “Jangan Cuma Klik Judulnya” campaign, “Creative News Challenge” competition, Jateng Pos Goes to School, media partnerships, and Instagram optimization. During the process, the author served as an Account Executive and Event Manager, responsible for client relationships, program coordination, and event execution. The campaign demonstrated significant improvements: Instagram reach increased from 893 to 113,718 accounts, followers grew from 3,763 to 4,670, engagement rate rose from 0.03% to 10.62%, and referred social traffic to the website rose from 373 to 1,182 visits. All Key Performance Indicators (KPIs) were successfully achieved, proving the campaign's effectiveness in strengthening connections with Generation Z audiences.
PENGARUH KREDIBILITAS PERSONAL BRAND @SHIREEENZ TERHADAP NIAT BELI KONSUMEN MELALUI EKUITAS MEREK ISTREYA Sarah Sofia Sudjatnika; Yohanes Thianika Budiarsa
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The “Founder-as-Influencer” phenomenon in Indonesia’s modest fashion industry positions the credibility of brand founders as the spearhead communication. of digital Shirin Al marketing Athrus (@shireeenz) and the hijab brand Istreya provide a relevant context for testing whether personal brand credibility truly drives consumer purchase intent or requires a specific mediator for that influence to materialize. This study aims to explain the influence of @shireeenz’s personal brand credibility on consumer purchase intent, with Istreya’s brand equity serving as a mediating variable, based on Source Credibility Theory and the Customer-Based Brand Equity Model. This study employs an explanatory quantitative approach targeting Muslim women who meet the research criteria, with mediation The research findings show that the credibility of the @shireeenz personal brand—which encompasses the dimensions of trustworthiness, expertise, and attractiveness—is rated very highly by the majority of respondents. However, this credibility was not found to have a significant direct influence on consumers’ purchase intent, indicating that consumers do not automatically form a desire to buy based solely on their perception of the figure promoting the product. Conversely, Istreya’s brand equity was found to significantly mediate the relationship between the credibility of @shireeenz’s personal brand and analysis conducted using PROCESS Macro Model 4 and a bootstrap confidence interval approach. consumer purchase intent. This mediation is full, meaning that the influence of personal brand credibility can only take effect if it first builds strong brand equity through brand awareness, perceived quality, brand associations, and brand loyalty. Thus, it is concluded that the popularity and credibility of a founder-influencer’s personal brand are not sufficient to directly drive consumer purchase intent without the support of strong brand equity. Therefore, Istreya is advised to consistently optimize brand equity building by strengthening brand awareness, improving perceptions of product quality, creating positive brand associations, and maintaining long-term customer loyalty.
THE ROLE OF ELECTRONIC WORD OF MOUTH AND THEORY OF PLANNED BEHAVIOR IN SHAPING THRIFT SHOPPING INTENTIONS AMONG GENERATION Z Nadia Ramadhani Soesmono; Yohanes Thianika Budiarsa
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This research is motivated by the rising popularity of thrift shopping among Generation Z on social media. Grounded in the Theory of Planned Behaviour (TPB), this quantitative study examines the influence of electronic word of mouth (eWOM), attitude, subjective norm, and perceived behavioural control on thrift shopping intention, alongside the mediating role of attitude. Data were collected from 170 respondents in Jabodetabek using convenience sampling and analysed via PLS-SEM. The findings indicate that all proposed relationships are positive and significant. eWOM significantly influences attitude, which successfully mediates the link between eWOM and shopping intention. Among TPB constructs, perceived behavioural control exerts the strongest effect, suggesting Gen Z shops more when feeling capable and confident. Conversely, subjective norm shows the weakest effect. Consequently, thrift businesses should strengthen consumer confidence and encourage positive eWOM through engaging social media content.
THE INFLUENCE OF PERCEIVED ECONOMIC BENEFITS, SUBJECTIVE NORMS, AND MORAL OBLIGATION TOWARDS INTENTION TO PIRATE SVOD PRODUCTS IN INDONESIA Chiara Dyani Hatti; Yohanes Thianika Budiarsa
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The rapid expansion of Subscription Video-on-Demand (SVoD) platforms alters entertainment consumption patterns throughout Indonesia. Digital piracy remains deeply widespread despite the extensive availability of official streaming channels. This quantitative explanatory study inspects how perceived economic benefits, subjective norms, and moral obligations dictate individual intentions regarding SVoD product piracy. An online questionnaire gathered data from 246 qualified respondents before evaluation via Partial Least Squares Structural Equation Modeling (PLS-SEM). Empirical results demonstrate that perceived economic advantages exert no significant influence on piracy intentions (? = 0.480; ? = −0.003). Subjective norms directly stimulate unauthorized downloading inclinations with a positive significant impact (? = 0.012; ? = 0.142). Moral obligation generates an unexpected positive significant path coefficient opposing the original hypothesis (? = 0.000; ? = 0.638). Piracy tendencies depend heavily upon peer dynamics and localized ethical rationalizations rather than direct cost considerations.
Memahami Fenomena Quiet Quitting sebagai Akomodasi Komunikasi dalam Pengalaman Bekerja di Kalangan Generasi-Z Hafyan Syafi Baihaqi; Yohanes Thianika Budiarsa
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The phenomenon of quiet quitting has gained significant attention in the modern workplace, particularly among Generation Z employees who possess distinct work characteristics and expectations compared to previous generations. This study aims to understand how Generation Z interprets quiet quitting as a form of communication accommodation in their work experiences. The research employs an interpretive paradigm with a qualitative phenomenological approach. Data were collected through in-depth interviews with three Generation Z informants who had work experience and demonstrated characteristics associated with quiet quitting behavior. Data were analyzed using Creswell’s phenomenological approach, which draws on Moustakas’ framework. The analysis involved horizontalization, clustering of themes, the construction of textual and structural descriptions, and the synthesis of the essence of participants’ lived experiences.. The findings reveal that quiet quitting is perceived as a communication strategy to maintain personal boundaries, mental well-being, and work-life balance. Experiences of limited openness in communication, lack of appreciation, restricted opportunities for participation, and imbalanced communication between supervisors and employees encouraged participants to reduce emotional involvement and contributions beyond their formal responsibilities. From the perspective of Communication Accommodation Theory, this behavior can be understood as a form of divergence communication manifested through limited participation and emotional withdrawal from the organization. The study concludes that quiet quitting should not merely be viewed as a lack of work commitment, but rather as a communication response emerging from individuals’ subjective experiences within the workplace.
KAMPANYE KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PERFORMA MEDIA DIGITAL JATENG POS SEBAGAI SOCIAL MEDIA SPECIALIST DAN CONTENT CREATOR AND CREATIVE Eirene Yohana L. Tobing; Yohanes Thianika Budiarsa
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Digital transformation has challenged Jateng Pos to improve its digital media performance, which was hindered by low website traffic, audience reach, and social media engagement. This field project implemented an Integrated Marketing Communication (IMC) strategy through social media marketing, Instagram Ads, public relations, events, and digital campaigns, including Jangan Cuma Klik Judulnya, Creative News Challenge, and Jateng Pos Goes to School. The author served as a Social Media Specialist, Content Creator, and Creative. The campaign successfully increased Instagram reach (893 to 113,718), followers (3,763 to 4,670), engagement rate (0.03% to 10.62%), and referred website traffic (373 to 1,182). These results demonstrate the effectiveness of the integrated communication strategy in strengthening Jateng Pos’s digital presence and engagement with Generation Z audiences.
PENGARUH EKSPEKTASI PERFORMA, EKSPEKTASI USAHA, PENGARUH SOSIAL, DAN KONDISI FASILITAS TERHADAP INTENSI DAN PERILAKU PENGGUNAAN AI DI KALANGAN MAHASISWA: PERAN KEMANDIRIAN BELAJAR SEBAGAI VARIABEL MODERATOR Isack Josua Sasmita Siahaan; Yohanes Thianika Budiarsa
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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In recent years, the development of Artificial Intelligence (AI) technology has progressed rapidly and people have been utilizing it in their daily lives. In Indonesia, the rate of AI has also increased dramatically, particularly among the younger generation. In Indonesia’s higher education setting, the majority of students have also been utilizing AI in their academic activities. This raises the question: why have Indonesian college students been so easily accepting of AI and so keen to adopt it in their studies? Using The Unified Theory of Acceptance and Use of Technology (UTAUT) theoretical framework and the extension of self directed learning as a moderator variable, this research aims to identify the key factors that drive Indonesian college students to accept and use AI on an ongoing basis. 234 verified respondents were analysed using the SEM-PLS method. The results indicated that performance expectancy, social influence, and facilitating conditions are the most significant variables influencing AI use intention and actual behavior. The intention to use AI also significantly influences AI usage behavior. However, effort expectancy was found to have no significant influence on AI use intention and actual behavior. Self-directed learning is also found to have no moderating effect over the UTAUT predictor variables. The findings of this research can serve as a basis for designing proper AI systems and developing regulations to ensure that AI is utilized wisely in Indonesia’s education setting.
Crisis Communication Strategies Of A State-Owned Enterprise: A Text Analysis Of News Portal Report During Mbz Elevated Toll Road Controversies Ariel Pangihutan Ertanta Tarigan; Yohanes Thianika Budiarsa
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This research studies the crisis communication strategies that PT Jasa Marga Persero used during the time of crisis regarding MBZ Elevated Toll Road. Jasa Marga was faced with threats which are very harmful for their reputation because the issue is related to their infrastructure quality, technical failures, and corruption allegations. These crises put Jasa Marga in a high-responsibility context. This research uses a qualitative content analysis approach, analyzing crisis-related communications derived from official press releases and credible Indonesian online news platforms. Guiding the research approach, this research analyzed its data using Situational Crisis Communication Theory (SCCT) and Image Restoration Theory (IRT), supported by a coding matrix and meaning-making framework to interpret communication patterns, rhetorical strategies, and attribution of responsibility. Jasa Marga used a combination of SCCT, and IRT strategies in their crisis communication, depending on the nature of the crisis. Additionally, communication patterns reveal a tendency to shift blame, minimize severity, and emphasize institutional credibility through reminders of good governance practices. Jasa Marga also shows some limitations in maintaining a long-term trust. This is because there was an inconsistency in transparent communication and stakeholder engagement. This study contributes to the understanding of crisis communication in state-owned enterprises, particularly in infrastructure-related controversies in a digital public environment.
PERANCANGAN STRATEGI KOMUNIKASI PEMASARAN TERPADU (IMC) DALAM MENDORONG KONVERSI PENGGUNAAN PRODUK BY.U BY TELKOMSEL SEBAGAI COPYWRITER Nadya Syafiqa; Yohanes Thianika Budiarsa
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

by.U is a digital mobile service launched by Telkomsel, primarily targeting Generation Z andyoung, digitally active users. However, by.U usage among high school and vocational schoolstudents in Semarang remains relatively low. A survey of 814 students from four schoolsaffiliated with Telkomsel's educational platform, Skul.id, found that only 46 students, orapproximately 5.7%, were active by.U SIM card users. Furthermore, the survey also showedthat the perceived risk of the service remains quite high, at 52.2%, while purchase intentionremains at 20.8%. To address these issues, an integrated marketing communications campaignwas designed through the "by.U On The Move" and "by.U Inter-School Digital Challenge"programs. This campaign employed an Integrated Marketing Communication (IMC) approach,utilizing various communication channels such as media relations, social media marketing,influencer marketing, and event marketing. The communication strategy aimed to driveaudiences through the stages of attention, interest, desire, and action, in accordance with theHierarchy of Effects model in marketing communications.The campaign implementationdemonstrated a change in audience response. Perceived risk decreased from 52.2% to 19.5%,while purchase intention increased from 46 to 118 students at the target schools. During thecampaign, the author served as a copywriter responsible for crafting communication messagesand developing campaign content.
DISEMINASI PENGETAHUAN TOKOH KI NARTOSABDHO MELALUI EVENT FESTIVAL SEABAD NADA DAN WARISAN KI NARTOSABDHO KEPADA PEGIAT SENI MAHASISWA DI KOTA SEMARANG SEBAGAI EVENT MANAGER, EVENT CONCEPTOR, EVENT EXECUTOR, PRODUCTION LOGISTICS, EVENT PRODUCTION GRAPHIC DESIGNER Muhammad Raihan Tambunan; Yohanes Thianika Budiarsa
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This study examines the dissemination of knowledge about Ki Nartosabdho through thecultural event “Festival Seabad Nada dan Warisan Ki Nartosabdho” targeting student artcommunities in Semarang. The dominance of global popular culture has reduced youngpeople’s awareness of local cultural figures, requiring more relevant communicationapproaches. This research uses a qualitative approach with an implementation-based methodand the Integrated Marketing Communication (IMC) framework, integrating advertising,public relations, and experiential events. The findings show that the program increasedparticipation, knowledge, and cultural appreciation among participants. This study concludesthat cultural festivals with integrated communication strategies effectively bridge the gapbetween interest and understanding in cultural preservation.
Co-Authors Ariel Pangihutan Ertanta Tarigan Athallah Akmal Dhiaulhaq Auryn Puan Karina Chiara Dyani Hatti Eirene Yohana L. Tobing Hafyan Syafi Baihaqi Isack Josua Sasmita Siahaan Keysha Alya Witjaksono Muhammad Raihan Tambunan Nadia Ramadhani Soesmono Nadya Syafiqa Raihan Arda Maheswara Sarah Sofia Sudjatnika Tegar Ilham Hamzah