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All Journal JURNAL LENSA MUTIARA KOMUNIKASI Jurnal Impresi Indonesia
Dhana Adhipratama
Universitas Indonesia
Religion Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences

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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.
The Utilization of Social Media by Presidential Candidates in The Formation of Political Image: A Study of Instagram Content During The 2024 Indonesian Presidential Election Campaign Dhana Adhipratama
Jurnal Impresi Indonesia Vol. 4 No. 6 (2025): Jurnal Impresi Indonesia
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jii.v4i6.6616

Abstract

The 2024 Indonesian Presidential Election marked a significant shift in political communication strategies, with Instagram emerging as a key platform for image building and message dissemination. This study aims to analyze how the three presidential candidates—Anies Baswedan, Prabowo Subianto, and Ganjar Pranowo—utilized Instagram during the critical campaign period (D-7 to D+7 of voting day) to construct political images and influence voter perception. Using a quantitative content analysis approach, 126 Instagram posts were examined based on variables such as content type, messaging themes, visual storytelling, and interactivity. The findings reveal that video content dominated (58.7%), with Anies being the most active user, emphasizing personal narratives and public engagement. Ganjar focused on national issues, while Prabowo highlighted symbolic leadership. Key themes included candidate character (60.3%), voter support (61.9%), and vote mobilization (48.4%). However, interactivity features like polls and live sessions were underutilized. The study highlights the strategic role of digital storytelling and platform affordances in shaping political personas, supporting theories of framing and self-presentation. It suggests that successful political campaigns require not only compelling content but also platform literacy and two-way engagement strategies. The research contributes to the evolving discourse on digital democracy and offers practical insights for political actors navigating social media ecosystems.
Co-Authors Eva Martina Purba Nabila Adistri Tiara Hana Pratiwi Zefira Fadryona