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All Journal JURNAL LENSA MUTIARA KOMUNIKASI Jurnal Ilmu Komunikasi
Zefira Fadryona
Universitas Indonesia
Computer Science & IT Languange, Linguistic, Communication & Media Library & Information Science

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Pengaruh Promosi Pemasaran (Bonus versus Cashback) terhadap Repurchase Intention‘Dunia Games’ pada Komunitas Pemain 'Free Fire' di Jakarta Tiara Hana Pratiwi; Zefira Fadryona; Eva Martina Purba; Nabila Adistri; Dhana Adhipratama
JURNAL LENSA MUTIARA KOMUNIKASI Vol. 10 No. 1 (2026): Jurnal Lensa Mutiara Komunikasi
Publisher : UNIVERSITAS SARI MUTIARA INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51544/jlmk.v10i1.6399

Abstract

Melejitnya popularitas game 'Free Fire' mendorong tingginya kebutuhan pemain akan microtransactions berupa diamond guna meningkatkan performa dan prestise permainan, sehingga memicu perilaku pembelian ulang (repurchase intention) di platform top-up pihak ketiga seperti Dunia Games. Namun, mengingat efektivitas promosi penjualan sangat bergantung pada persepsi kualitas merek dan ketepatan insentif yang diberikan, penelitian ini penting dilakukan untuk menganalisis dan membandingkan bentuk promosi pemasaran mana antara Bonus versus Cashback terhadap minat pembelian ulang. Tujuan penelitian untuk menganalisis pengaruh promosi pemasaran (bonus versus cashback) terhadap repurchase intention‘dunia games’ pada komunitas pemain 'free fire' di Jakarta.  Metode penelitian yang digunakan adalah One Shot Experimental Design dengan kelompok eksperimen dibagi menjadi dua Experiment Group (EG) dan Control Group (CG). Tujuannya adalah untuk mencari promosi manakah yang lebih meningkatkan repurchase intention diamonds oleh para gamers 'Free Fire' apakah cashback atau bonus diamonds? Berdasarkan populasi 167 anggota komunitas "Mabar Free Fire" di Jakarta, diambil sampel sebanyak 40 responden aktif menggunakan teknik purposive sampling. Sampel tersebut dibagi rata ke dalam dua kelompok, yaitu Kelompok Eksperimen 1 (20 responden untuk stimulus cashback) dan Kelompok Eksperimen 2 (20 responden untuk stimulus bonus). Data dikumpulkan melalui kuesioner skala Likert untuk mengukur minat beli ulang, yang dilengkapi dengan pertanyaan manipulation check manipulation check terhadap variabel dependen yaitu price promotion. Berdasarkan hasil penelitian eksperimental yang dilakukan dan analisis data menggunakan metode statistik SPSS, ditemukan bahwa strategi promosi berupa Bonus dan Cashback memiliki pengaruh signifikan terhadap minat pembelian ulang pelanggan di platform Dunia Games, khususnya dalam komunitas pemain Free Fire di Jakarta.
Navigating Uncertainty in Contemporary Romantic Relationships: A Systematic Review Based on Uncertainty Reduction Theory (2011-2023) Zefira Fadryona; Andanareswari Wardhani
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 2 (2026): Mei 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i2.6780

Abstract

Uncertainty Reduction Theory (URT) explains how individuals experience and manage uncertainty in interpersonal interactions, particularly during the early stages of relationship development. However, uncertainty is not limited to initial encounters and can persist throughout ongoing relationships, including romantic relationships. This article aims to systematically review how Uncertainty Reduction Theory has been applied in the context of romantic relationships and to identify the types of uncertainty experienced by couples across different relational stages. Using a Systematic Literature Review (SLR) method guided by the PRISMA framework, this study analyzes seven national and international journal articles published between 2011 and 2023. The findings show that uncertainty in romantic relationships emerges not only during relationship initiation but also during maintenance, conflict, transitions, and dissolution. Couples experience uncertainty related to themselves, their partners, and the future of the relationship, which can influence emotional responses, communication patterns, and relational stability. The reviewed studies highlight the importance of communication strategies such as information seeking, self-disclosure, nonverbal cues, and digital communication behaviors in reducing uncertainty. Additionally, technological developments, including online dating and social media, introduce new forms of uncertainty while also offering alternative strategies for uncertainty reduction. This review demonstrates that URT remains a relevant and adaptable framework for understanding contemporary romantic relationships. The article also identifies gaps in existing research, particularly regarding long-term relationships and non-Western cultural contexts, and suggests directions for future studies.
Co-Authors Andanareswari Wardhani Dhana Adhipratama Eva Martina Purba Nabila Adistri Tiara Hana Pratiwi