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All Journal Jurnalika : Jurnal Ilmu Komunikasi INJECT Interdisciplinary Journal of Communication
Hasim
Universitas Kebangsaan Republik Indonesia
Religion Computer Science & IT Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Communication Patterns and User Behavior in the Digital Marketplace: A Bibliometric Review Hasim; Miftakhul Fikri
INJECT (Interdisciplinary Journal of Communication) Vol. 11 No. 1 (2026)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v11i1.5971

Abstract

Advances in digital technology have reshaped mediated communication patterns between brands and audiences, particularly through the convergence of e-commerce platforms like Shopee and video-based social media platforms like TikTok, which now serve as interactive communication ecosystems where persuasive narratives and social meanings are negotiated. This study aims to map the development of scientific research on communication patterns and user behavior on both platforms between 2021 and 2025 using a bibliometric approach. Through analysis of Scopus data filtered with PRISMA flowcharts and visualized using RStudio (Biblioshiny) and VOSviewer, a significant surge in publications was found, from 42 articles in 2021 to 188 articles in 2024. The dominance of keywords such as social media engagement, digital persuasion, and audience behavior indicates that communicative processes are central to shaping user responses. Conceptual mapping reveals that this study increasingly intersects with new communication technologies such as artificial intelligence and algorithms, signaling a shift towards data-driven, personalized communication strategies. From a communication science perspective, this study asserts that Shopee and TikTok operate as mediated spaces that redefine the construction of trust, identity, and digital rhetoric in the contemporary media ecosystem.
Strategi Pengembangan Bisnis Jasa Makeover sebagai Penunjang Penampilan Bagus Alam Mahendra; Fatimah Dzahra; Risa Resdiani; Hasim
Jurnalika : Jurnal Ilmu Komunikasi Vol. 10 No. 1 (2026): Jurnalika : Jurnal Ilmu Komunikasi
Publisher : STISIP Widyapuri Mandiri Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37949/jurnalika101293

Abstract

The makeover service business has evolved into a solution for individuals who need professional assistance in enhancing their appearance and self-confidence, particularly for important occasions such as dates. This research aims to analyze the makeover service business concept that integrates effective business communication with comprehensive appearance consultation services. The method used is literature review and conceptual analysis of business communication strategies in the makeover service industry. The analysis results show that personal, empathetic, and two-way business communication is the key to success in building trust and customer satisfaction. The services offered include style consultation, professional makeup, outfit selection, hair styling, and education on proper dating etiquette. Through a holistic approach that combines aesthetic and psychological aspects, this business provides significant added value with a target market of individuals aged 18-40 years who need professional preparation for dates. Marketing communication strategies through social media, content marketing, and word of mouth have proven effective in reaching the target market. SWOT analysis shows unique concepts and comprehensive services as the main strengths, although facing challenges in niche market segmentation. In conclusion, the integration of effective business communication with quality makeover services creates a sustainable business model with strong differentiation in the beauty service market.
Co-Authors Bagus Alam Mahendra Fatimah Dzahra Miftakhul Fikri Risa Resdiani