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All Journal Jurnal PIKMA : Publikasi Ilmu komunikasi Media dan Cinema Jurnal Komunikasi Massa
Diah Kusumawati
Universitas Sebelas Maret
Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Kredibilitas Celebrity Endorser, Desain Iklan, dan Relevansi Pesan terhadap Sikap dan Minat Beli Produk Nur Hasna Hamidah; Diah Kusumawati
Jurnal Komunikasi Massa Vol 18, No 1 (2025): Jurnal Komunikasi Massa Volume 8 Nomor 1 Juni 2025
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v18i1.106989

Abstract

The increasing complexity of marketing communication dynamics underscores the importance of advertising effectiveness in shaping consumer attitudes and purchase decisions. This study aims to examine the contribution of endorser credibility, advertisement design appeal, and message relevance to consumers’ attitudes toward the product and purchase intention. The advertisement under investigation is “Teh Kotak Satu-satunya.” The theoretical framework is grounded in cognitive response theory, derived from the Stimulus–Organism–Response (S-O R) model, which positions attitude as a conceptual bridge between external stimuli and behavioral responses. Advertisement design is analyzed using Moriarty’s concept; celebrity endorser credibility is examined through Ohanian’s model; and message relevance is explained through relevance theory and the central route of the Elaboration Likelihood Model (ELM), which emphasizes the importance of deep message processing by the audience. Employing a quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis of 96 respondents who follow the Teh Kotak Instagram account, the findings indicate that the proposed PLS-SEM model of attitude and purchase decision demonstrates an acceptable model fit (SRMR = 0.085; GoF = 0.37). Endorser credibility was found to have the strongest contribution (f-square = 0.082) to product attitude, followed by message relevance (f-square = 0.049). Furthermore, product attitude significantly influenced purchase intention and acted as a mediator in the relationships between endorser credibility (p-value = 0.029) and message relevance (p-value = 0.052) and purchase intention. In contrast, advertisement design appeal only influenced general attitude toward the advertisement (p-value = 0.000) and did not contribute to product attitude or purchase intention. The findings suggest that persuasive communication strategies on Instagram for low-involvement products should prioritize communicator credibility and message relevance in order to enhance product appeal and stimulate purchase intention.
Mengapa Kita Percaya Skincare Berlapis? Membaca Diskursus Multi-step Skincare di Media Sosial Salma Prasantika Amada; Diah Kusumawati
Jurnal Komunikasi Massa Vol 18, No 2 (2025): Jurnal Komunikasi Massa Volume 8 Nomor 2 Desember 2025
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v18i2.115337

Abstract

Social media has significanly influenced modern beauty standards, particularly through the trend of complex skincare routines. This study investigates how the local beauty brand Somethinc, construct and normalizes the discourse of multi-step skincare through its Instagram account @somethincofficial. Using Norman Fairclough’s Critical Discourse Analysis (CDA), this qualitative research analyzes 20 selected Instagram post from 2020 to 2025 and includes interviews with the brand’s production team. The results reveal that Somethinc constructs a specific standard of beauty defined as “glowing” and “healthy”, which requires a disciplined, multi-layered skincare regime. At the textual level, the brand combines scientific visual with casual language to make this routine feel necessary. At the level of discursive practice, the brand solidifies its authority through Instagram itself, integrated cross-platform distribution, influencer endorsements, and paid ads at Meta Ads. At the social cultural level, Somethinc’s discourse shifts the concept of “self-love” into “consumptive feminism”, where caring for oneself is equated with purchasing products. The study concludes that these skincare trends are note merely educational but are ideological tools that align personal care with capitalist interests.
Kritik Sosial dalam Lirik Lagu “5” Karya .Feast: Analisis Semiotika Ferdinand de Saussure Yori Okta Marina; Widodo Muktiyo; Diah Kusumawati
Jurnal PIKMA : Publikasi Ilmu Komunikasi Media Dan Cinema Vol. 8 No. 2 (2026): Maret 2026
Publisher : Fakultas Ekonomi dan Ilmu Sosial Program Studi Ilmu Komunikasi Universitas AMIKOM Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24076/pikma.2026v8i2.2286

Abstract

Penelitian ini menganalisis tentang lirik lagu "5" karya .Feast dari album Membangun dan Menghancurkan (2024), analisis yang dilakukan dalam lagu ini menyampaikan pesan kritik sosial terhadap keadaan sosial yang ada di tengah masyarakat pada saat sekarang ini. Lagu ini dirilis bertepatan dengan tahun pemilu, menyampaikan pesan protes terhadap dinamika politik dan sosial di Indonesia. penelitian ini menggunakan metodologi kulitatif deskriptif dengan pendekatan semiotika Ferdinand de Saussure menganalisis hubungan penanda (signifier) dan petanda (signified) untuk menafsirkan makna kritik sosial dari lirik lagu “5” supaya mudah dipahami. Hasil analisis menunjukkan bahwa lagu "5" secara efektif menggunakan simbol dan metafora seperti lima tahun kedapan yang diulang sebanyak 7 kali yang menggambarkan proyeksi kehidupan masyarakat untuk lima tahun kedapan, serta tutur kata serapan tak berguna yang diulang sebanyak dua kali yang menggambarkan kekecewaan dan protes masyarakat terhadap ketidakadilan, korupsi, dan manipulasi politik, sekaligus mendorong kesadaran publik.
Co-Authors Nur Hasna Hamidah Salma Prasantika Amada Widodo Muktiyo Yori Okta Marina