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All Journal Jurnal Ilmu Komunikasi
Hadiati Hadiati
Universitas Garut
Languange, Linguistic, Communication & Media

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Collega Coffee dan Konstruksi Identitas Sosial Konsumen Perempuan Zalfa Fadhilah Rizqiadni; Hadiati Hadiati; Mohammad Firmansyah
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5184

Abstract

This study aims to examine how female consumers, particularly young mothers, construct and express their social identity through their consumption experiences at Collega Coffee, a coffee shop located in Garut Regency. Using a qualitative approach with a phenomenological method, this research collected data through in-depth interviews with loyal female consumers, supported by social media observations. The use of Social Identity Theory and Symbolic Interactionism reveals that consumers actively form a sense of belonging and self-representation through interactions with the brand and its environment. The study finds that Collega Coffee functions not only as a place to enjoy coffee but also as a symbolic social space where identity construction occurs. Consumers engage in symbolic actions, such as dressing appropriately, selecting conversation topics, and sharing visits on social media, reflecting their alignment with certain social values and groups. The research highlights the role of coffee shops in modern consumer culture, especially as a medium for women to express autonomy, connection, and self-actualization. Ultimately, Collega Coffee is a significant site for the social identity construction of its female customers.
Analisis Pengaruh Konten Tiktok @yoggi.130 terhadap Minat Berkunjung Pengikut Ke Destinasi Wisata Kabupaten Garut Irsan Maulana; Hadiati Hadiati; Chotijah Fanaqi
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5431

Abstract

TikTok has grown into a dominant digital platform that plays a significant role in shaping social interactions, sharing virtual experiences, and distributing information quickly and widely. This study aims to evaluate the extent of the influence of the TikTok account @yoggi.130 on increasing tourist interest and visits to tourist destinations in Garut Regency. This study refers to the AIDA (Attention, Interest, Desire, Action) theory proposed by Kotler and Keller, which highlights the importance of persuasive communication strategies in influencing consumer decisions. Using a quantitative approach, data was collected through a survey of one hundred respondents who are active followers of the account. Data processing out using a simple linear regression model with the help of SPSS software version 22. The findings of this study revealed a significant positive correlation between the content published by the TikTok account @yoggi.130 and the level of followers' interest in conducting tourist visits, while the rest was influenced by other variables. These results confirm that the video content presented by @yoggi.130, which is informative, attractive, and consistently produced, is able to build a unique appeal that impacts followers' decisions to visit tourist destinations in Garut Regency.
Co-Authors Chotijah Fanaqi Irsan Maulana Mohammad Firmansyah Zalfa Fadhilah Rizqiadni