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All Journal JURNAL LENSA MUTIARA KOMUNIKASI Kontekstual: Jurnal Ilmu Komunikasi
Arie Purnama
Universitas Bandar Lampung
Arts Computer Science & IT Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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The Influence Of Digital Marketing Communication on Customer Decision Regarding Periodic Servicing of passenger Vahicles at PT. Budi Berlian Motor Natar Agus Tina Simanjuntak; budhi waskito; Denu Poyo; Arie Purnama
KONTEKSTUAL : Jurnal Ilmu Komunikasi Vol 5, No 1 (2026)
Publisher : Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Bandar Lam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36448/jik.v5i1.5002

Abstract

Digital marketing communication is one of the strategies employed by automotive companies to influence customer decisions regarding periodic vehicle servicing. This study aims to analyze the impact of digital media, digital media messages, talent, and customer characteristics on the decisions of passenger vehicle owners to undergo periodic servicing at PT. Budi Berlian Motor Natar, a quantitative approach utilizing an exit poll survey method was adopted. Data were collected via questionnaires distributed to 105 customers undergoing periodic servicing, selected through purposive sampling. Data analysis was performed using IBM SPSS Statistics 27, encompassing validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination. The results indicate that digital media, digital media messages, talent, and customer characteristics each exert a positive influence on customer decisions. Collectively, these four variables significantly influence customer decisions, with customer characteristics emerging as the most dominant factor. The study concludes that the effectiveness of digital marketing communication in driving customer decisions to undergo periodic servicing depends not only on the utilization of digital media and message quality but also on the alignment of communication strategies with customer characteristics. These findings are expected to provide valuable insights for the company in developing more effective digital marketing communication strategies to increase customer decisions regarding periodic servicing
Viral Based Policy dan Krisis Kepercayaan Publik: Komunikasi Pemerintah pada Kenaikan BBM Non Subsidi dalam Perspektif SCCT (Situational Crisis Communication Theory) Arie Purnama; Wawan Hernawan; Fahmi Hasan
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.v10i1.6072

Abstract

Kenaikan harga Bahan Bakar Minyak (BBM) non subsidi telah memperburuk krisis kepercayaan publik terhadap pemerintah, sekaligus menciptakan tantangan bagi kebijakan berbasis viral yang diterapkan. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemerintah dalam menghadapi krisis kepercayaan publik melalui pendekatan Situational Crisis Communication Theory (SCCT). Penelitian ini menggunakan metode kualitatif-deskriptif untuk menggali perspektif masyarakat dan respons pemerintah terkait isu ini. Kerangka analisis yang dipakai adalah Situational Crisis Communication Theory (SCCT), yang berfungsi untuk menilai bagaimana pemerintah menyusun respons komunikasi guna melindungi reputasi dan mempertahankan kepercayaan publik dalam konteks krisis. Hasil penelitian menunjukkan bahwa penerapan prinsip-prinsip SCCT sangat penting dalam memperbaiki citra pemerintah. Strategi komunikasi yang efektif dapat membantu membangun kembali kepercayaan yang hilang, serta meningkatkan reputasi pemerintah di mata masyarakat. Kehadiran rekomendasi berdasarkan SCCT tidak hanya memberikan solusi jangka pendek, tetapi juga mengokohkan posisi pemerintah di hadapan pemangku kepentingan dalam jangka panjang. Penelitian ini menyoroti pentingnya pengelolaan komunikasi yang tepat dalam menghadapi krisis untuk meminimalkan dampak negatif terhadap kepercayaan publik.
Co-Authors Agus Tina Simanjuntak Budhi Waskito Fahmi Hasan M. Denu Poyo Wawan Hernawan