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All Journal Jurnal Ilmiah Komunikasi Makna
Thuba Fahmi Ubaidillah
Sultan Agung Islamic University
Languange, Linguistic, Communication & Media

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The Effect of Burger King Indonesia's “Murah MEIriah Serba 17 Ribu” Promo Advertisement on Consumer Interest in Semarang City Thuba Fahmi Ubaidillah
Jurnal Ilmiah Komunikasi Makna Vol. 13 No. 2 (2025): August 2025
Publisher : Faculty of Communication Science, Universitas Islam Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/jikm.v13i2.46491

Abstract

This study aims to examine the effect of Burger King Indonesia's “Murah Meriah Serba 17 Ribu” promo advertisement on consumer interest and behavior in Semarang City. The methodology used was a quantitative approach with a survey design, which was conducted to obtain objective data on the effectiveness of the promotional advertisement. A sample of 100 respondents was randomly selected using a simple random sampling technique to ensure a sufficient level of representation of the Burger King user population in the region. The data collection instrument was a questionnaire that measured the variables of persuasion, impact, and communication of advertising messages. The results of the analysis showed that this promotional ad was able to increase consumers' knowledge of the product and motivate them to make more purchases, especially through increased visit frequency and interest in the low-price promotion. The persuasion and impact dimensions demonstrate a moderate level of success in influencing consumer interest and purchase decisions, while the communication of the advertising message is considered highly effective in conveying information and attracting the target market's attention. The findings confirm that discount promotions and attractive advertisements can play an important role in increasing the competitiveness and sales volume of fast food restaurants, and provide insights for more effective marketing strategies in the context of the fast food industry in Indonesia. In addition, this research also contributes theoretically and practically to the development of literature on promotional effectiveness and marketing communication in the field of fast food advertising.
The Influence of Meme Content Exposure on Increasing Social Sensitivity and Critical Thinking Among College Students in Semarang City Thuba Fahmi Ubaidillah; Made Dwi Adnjani
Jurnal Ilmiah Komunikasi Makna Vol. 14 No. 1 (2026): February 2026
Publisher : Faculty of Communication Science, Universitas Islam Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/jikm.v14i1.52581

Abstract

The development of social media has established memes as a dominant form of digital communication consumed by students. This study aims to analyze the influence of meme content exposure on the social sensitivity and critical thinking abilities of students in Semarang City. Using a positivistic paradigm, this research tests causal relationships based on Uses and Gratifications and Media Exposure theories. The research method utilizes a quantitative approach with a survey of 400 student respondents in Semarang selected through purposive sampling. Primary data were collected via questionnaires and analyzed using simple linear regression with IBM SPSS version 27 software. The results show that meme exposure has a positive and significant effect on students' social sensitivity (Sig. 0.000 < 0.05) with a regression coefficient of 0.720 and a coefficient of determination (R2) of 0.493. Furthermore, meme exposure also has a positive and significant effect on students' critical thinking (Sig. 0.000 < 0.05) with a regression coefficient of 0.531 and an R2 value of 0.281. These findings prove that memes are not merely entertainment media but are digital instruments capable of increasing social awareness and critical mindsets. The researcher recommends that higher education institutions optimize digital literacy so that students can utilize creative content more reflectively and wisely.
Co-Authors Made Dwi Adnjani