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Siti Zulzilah
Fakultas Ilmu Komunikasi, Universitas Gunadarma
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PENGARUH TERPAAN IKLAN DAN DAYA TARIK IKLAN YOUTUBE GROCERIES ASTRO #15MENITSAMPAI TERHADAP MINAT MENGGUNAKAN LAYANAN Dwifa Kaila Salsabinna; Siti Zulzilah
Jurnal Riset Multidisiplin Edukasi Vol. 3 No. 9 (2026): Jurnal Riset Multidisiplin Edukasi (September 2026)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v3i9.2550

Abstract

The Effect of Advertising Exposure and Appeal of the Astro Groceries #15MENITSAMPAI YouTube Ad on the Intention to Use the Service  Keyword: Advertising Appeal, Intention to Use, Advertising Exposure, YouTube Advertising, Elaboration likelihood Model.    This study aims to analyze the influence of advertising exposure and advertising appeal regarding the Astro Groceries #15MENITSAMPAI YouTube advertisement on the intention to use the service. The study is motivated by the rapid growth of digital marketing, which has driven companies to utilize YouTube as a promotional medium to reach a wider consumer base. As a quick-commerce company, Astro employed the #15MENITSAMPAI campaign to generate public interest and the intention to use its services. This study employs a quantitative method based on the Elaboration Likelihood Model (ELM) theory, which explains message reception processes via the central route and the peripheral route. Data were collected through an online questionnaire distributed to 384 respondents who had viewed the Astro Groceries #15MENITSAMPAI YouTube advertisement, utilizing a Likert scale. Data analysis involved validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-tests, F-tests, and the determination of the coefficient of determination. The results indicate that both advertising exposure and advertising appeal whether individually or simultaneously have a positive and significant influence on the intention to use the service. The coefficient of determination of 83.3% indicates that the variation in the intention to use the service can be explained by these two variables, while 16.7% is influenced by factors outside the scope of this study. These findings demonstrate the relevance of the Elaboration Likelihood Model (ELM) in explaining digital advertising effectiveness, wherein advertising exposure operates via the central route and advertising appeal via the peripheral route to enhance the intention to use Astro Groceries services. This study is expected to serve as a reference for companies in formulating more effective digital marketing communication strategies and for future research regarding consumer behavior in quick-commerce services.
BERBICARA TENTANG KORBAN, BUKAN KEPADA KORBAN: DENIGRASI SEBAGAI BENTUK DOMINAN CYBERBULLYING DI KOLOM KOMENTAR INSTAGRAM Yulinda; Siti Zulzilah
Jurnal Riset Multidisiplin Edukasi Vol. 3 No. 9 (2026): Jurnal Riset Multidisiplin Edukasi (September 2026)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v3i9.2603

Abstract

This study aims to identify the forms and content of cyberbullying in netizens’ comments on an Instagram post by the account @awreceh.id regarding an alleged violence case involving two students from Sultan Syarif Kasim State Islamic University (UIN) Riau. This phenomenon illustrates how social media serves as a space for public participation in expressing opinions while simultaneously acting as a venue for various forms of cyberbullying. The study employs a qualitative content analysis method with a descriptive approach. Data were collected through documentation of the top 101 comments on the post. The analysis utilized the Participatory Media Culture theory to explain user participation in digital spaces, Krippendorff’s content analysis theory for the coding process, and Willard’s (2007) typology of cyberbullying forms as a categorization framework. The results indicate that 85 out of the 101 comments (84.2%) contained elements of cyberbullying. Of the seven forms identified by Willard, three were found: denigration (63 comments), flaming (12 comments), and harassment (10 comments); meanwhile, outing and trickery, impersonation, exclusion, and cyberstalking were not detected. The most prevalent forms of attack content were the humorization of violence (24 comments) and gender-based hate speech (22 comments). The dominance of denigration suggests that the comment section functioned like a stage, where netizens spoke about the victims in front of an audience rather than to the victims themselves. From the perspective of digital communication ethics, all identified forms violated principles of netiquette (Shea, 1994), particularly the principle of “remember the human.” These findings demonstrate that participatory culture on social media can devolve into harmful participation if not guided by an ethical framework.
Co-Authors Dwifa Kaila Salsabinna Yulinda