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Wulan Purnama Sari
Fakultas Ilmu Komunikasi, Universitas Tarumanagara
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Kredibilitas Sumber Firm-Generated Content (FGC) pada Akun TikTok @roomihomie dalam Mendorong Awareness Pengikut Yola, Febi; Sari, Wulan Purnama
Prologia Vol. 10 No. 1 (2026): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v10i1.36364

Abstract

The development of social media has encouraged companies to utilize Firm-Generated Content (FGC) as a strategy to build credibility and increase audience awareness. Roomi Indonesia uses the TikTok account, @roomihomie, as a digital communication medium to convey a sense of closeness with users through content that is light, natural, and authentic. This study aims to describe the creative process of producing FGC and to analyze how this process shapes source credibility and fosters audience engagement. This research employs a qualitative approach using a case study method, with interviews, observations, and documentation as data collection techniques. The data were analyzed through processes reduction, presentation, and conclusions drawing, and were validated using source triangulation and theory triangulation. The findings indicate that the creative process is carried out through team collaboration across the stages of brainstorming, content planning, production, and content review. The consistently published FGC reflects a positive, inclusive, and authentic work culture, thereby fulfilling the three aspects of source credibility: expertise, trustworthiness, and attractiveness. This credibility contributes to increased organic engagement, particularly in office-life themed content that is perceived as relevant and relatable to the audience. These findings affirm that credibility built through FGC fosters communicative, warm, and open relationships, while enhancing sustainable audience engagement.   Perkembangan media sosial mendorong perusahaan untuk memanfaatkan Firm-Generated Content (FGC) sebagai strategi membangun dalam kredibilitas dan meningkatkan awareness audiens. Roomi Indonesia memanfaatkan akun TikTok @roomihomie sebagai media komunikasi digital untuk menampilkan kedekatan dengan pengguna melalui konten yang ringan, natural, dan autentik. Penelitian ini bertujuan menguraikan proses kreatif pembuatan konten FGC serta menganalisis bagaimana proses tersebut dapat membentuk kredibilitas sumber dan mendorong terciptanya keterlibatan sebagai mekanisme pembentukan kesadaran. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus melalui teknik pengumpulan data berupa wawancara, observasi, dan dokumentasi. Analisis data dilakukan melalui proses reduksi data, penyajian data, dan penarikan kesimpulan, kemudian diuji menggunakan triangulasi sumber dan triangulasi teori untuk memvalidasi keabsahan temuan. Hasil penelitian menunjukkan bahwa proses kreatif dilakukan melalui kolaborasi tim pada tahap diskusi ide, perencanaan konten, produksi, hingga evaluasi konten. FGC yang dipublikasikan secara konsisten memperlihatkan budaya kerja yang positif, inklusif, dan autentik sehingga memenuhi tiga aspek kredibilitas sumber, yaitu keahlian, kepercayaan, dan daya tarik. Kredibilitas ini memberikan implikasi pada meningkatnya keterlibatan yang organik, terutama pada konten bertema office life yang dinilai relevan dan dekat dengan audiens. Temuan ini menegaskan bahwa kredibilitas yang dibangun melalui FGC menciptakan hubungan yang komunikatif, hangat, dan terbuka, serta meningkatkan keterlibatan audiens secara berkelanjutan.
Strategi Komunikasi dalam Membangun Citra Perusahaan Berkelanjutan (Studi Kasus Corporate Secretary Pertamina NRE) Natania, Moureen Keisya; Sari, Wulan Purnama
Prologia Vol. 10 No. 1 (2026): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v10i1.36450

Abstract

Pertamina New & Renewable Energy (Pertamina NRE), as a renewable energy subholding, requires a well-directed communication strategy to strengthen its sustainable corporate image. This study aims to describe the communication strategy of the Corporate Secretary of Pertamina NRE in building a sustainability-oriented image, as well as to understand the message design, channel selection, and stakeholder management implemented. The research employs corporate communication, corporate secretary, public relations, and corporate image theories as the analytical framework. The method used is descriptive qualitative through in-depth interviews with four informants from the Corporate Secretary division of Pertamina NRE. The results indicate that the communication strategy is structured through the Strategic Communication Framework as an annual guideline for directing ESG messages and the clean energy transition, coordinated with various relevant parties within Pertamina NRE. Implementation is carried out through media communication, stakeholder management, and CID programs. Challenges such as cross-unit coordination and data verification needs are addressed through regular evaluations and strengthened internal communication. Overall, the Corporate Secretary’s strategy contributes to shaping a credible and sustainability-oriented corporate image.   Pertamina New & Renewable Energy (Pertamina NRE) sebagai subholding energi terbarukan memerlukan strategi komunikasi yang terarah untuk memperkuat citra perusahaan berkelanjutan. Penelitian ini bertujuan untuk mendeskripsikan strategi komunikasi Corporate Secretary Pertamina NRE dalam membangun citra keberlanjutan, serta memahami perancangan pesan, pemilihan kanal, dan pengelolaan pemangku kepentingan yang dilakukan. Penelitian menggunakan teori corporate communication, corporate secretary, public relations, dan citra perusahaan sebagai landasan analisis. Metode yang digunakan adalah kualitatif deskriptif melalui wawancara mendalam dengan empat informan dari divisi Corporate Secretary Pertamina NRE. Hasil menunjukkan bahwa strategi komunikasi disusun melalui Payung Komunikasi Strategi sebagai pedoman tahunan dalam mengarahkan pesan ESG dan transisi energi bersih, dikoordinasikan dengan berbagai pihak yang berkepentingan di Pertamina NRE. Implementasi dilakukan melalui media komunikasi, stakeholder management, dan program CID. Tantangan seperti koordinasi lintas unit dan kebutuhan verifikasi data diatasi melalui evaluasi berkala dan penguatan komunikasi internal. Secara keseluruhan, strategi Corporate Secretary berkontribusi dalam membentuk citra perusahaan yang kredibel dan berorientasi keberlanjutan.
Analisis Regresi E-WOM oleh Affiliator TikTok terhadap Purchase Intention Alamii Food Augustine, Michelle; Sari, Wulan Purnama; Irena, Lydia
Prologia Vol. 10 No. 1 (2026): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v10i1.37201

Abstract

TikTok has solidified its position as a leading social media platform, boasting 184.95 million active users in Indonesia. Its TikTok Affiliate feature enables creators to promote products via videos with yellow shopping carts, generating Electronic Word-of-Mouth (E-WOM) that influences consumer purchase decisions. This study employs the Theory of Reasoned Action (TRA) and Information Adoption Model (IAM) to examine how E-WOM from TikTok affiliator affects purchase intention for Alamii Food products. Using a quantitative approach, data were collected through surveys from 130 respondents exposed to affiliate content and analyzed with Partial Least Square (SmartPLS). The results demonstrate a significant positive influence of E-WOM on purchase intention (T-statistic = 26.657, p-value = 0.000), with E-WOM explaining 69.0% of the variance in purchase intention (R-Square = 0.690) and the model showing strong predictive power (Q-Square = 0.415). The findings confirm that proactive collaboration with affiliates through product seeding effectively builds E-WOM that enhances purchase intention. Therefore, businesses are advised to actively partner with TikTok affiliator to optimize their digital marketing communication strategies. TikTok telah berkembang menjadi platform media sosial terbesar kelima di dunia, dengan 184,95 juta pengguna aktif di Indonesia. Fitur TikTok Affiliate memungkinkan kreator mempromosikan produk melalui video berkeranjang kuning, membentuk Electronic Word-of-Mouth (E-WOM) yang berpotensi memengaruhi minat beli audiens. Penelitian ini menggunakan Theory of Reasoned Action (TRA) dan Information Adoption Model (IAM) untuk memahami bagaimana sikap, norma subjektif, serta kualitas dan kredibilitas informasi dari E-WOM affiliator TikTok dapat memengaruhi niat beli audiens. Pendekatan kuantitatif dengan metode survei dan analisis regresi sederhana diterapkan pada 130 responden yang terpapar konten affiliator, dipilih melalui teknik purposive sampling. Data dianalisis menggunakan Partial Least Square (SmartPLS) dengan pengujian reliabilitas, validitas, R-Square, Q-Square, dan bootstrapping. Hasil penelitian menunjukkan bahwa E-WOM berpengaruh signifikan dan positif terhadap purchase intention dengan nilai T-statistic 26,657 dan p-value 0,000. Variabel E-WOM mampu menjelaskan 69,0% variasi purchase intention (R-Square = 0,690), sementara nilai Q-Square sebesar 0,415 mengindikasikan model memiliki daya prediksi kuat. Simpulan penelitian mengonfirmasi bahwa strategi kolaborasi aktif dengan affiliator melalui product seeding efektif membangun E-WOM yang berdampak pada peningkatan minat beli. Implikasinya, pelaku usaha disarankan secara proaktif menjalin kemitraan dengan affiliator untuk mengoptimalkan komunikasi pemasaran digital.
Komunikasi Interpersonal dalam Perspektif Teori Negosiasi Wajah: Studi pada Rumah Tangga Pasangan Muda Ruki, Christin Kurniawati; Sari, Wulan Purnama
Koneksi Vol. 10 No. 1 (2026): Koneksi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/kn.v10i1.36256

Abstract

When entering the early stages of marriage, couples often lack sufficient experience in managing conflict, so negotiating skills to maintain harmony are crucial. This study aims to analyze the strategies young couples use to negotiate face in dealing with marital conflict. This study uses the concept of facework from Brown and Levinson, which was later developed by Ting-Toomey into Face Negotiation Theory, which explains that each individual strives to maintain, protect, and restore their face through certain communication styles. To understand the dynamics of marital relationships, this study also uses the patterns of marital relationships in the household proposed by Subiyanto, namely property owner, head complement, senior junior partner, and equal partner. The research method used is a qualitative approach with in-depth interviews with young couples with marriages under five years old. The results show that face negotiation occurs in various forms of conflict influenced by relationship patterns, communication experiences, and cultural values. Couples with an equal partner pattern tend to demonstrate more open and mutually supportive communication compared to other more hierarchical patterns that show a tendency to dominate in maintaining personal face. Ketika memasuki fase awal pernikahan, pasangan sering kali belum memiliki pengalaman yang memadai dalam mengelola pertentangan, sehingga kemampuan bernegosiasi untuk menjaga keharmonisan menjadi sangat penting. Penelitian ini bertujuan menganalisis strategi pasangan muda menegosiasikan wajah dalam menghadapi konflik rumah tangga. Penelitian ini menggunakan konsep facework dari Brown dan Levinson yang kemudian dikembangkan oleh Ting-Toomey menjadi Face Negotiation Theory, yang menjelaskan bahwa setiap individu berusaha mempertahankan, melindungi, dan memulihkan wajahnya melalui gaya komunikasi tertentu. Untuk memahami dinamika dalam hubungan rumah tangga penelitian ini juga menggunakan pola hubungan suami istri dalam rumah tangga yang dikemukakan oleh Subiyanto, yaitu owner property, head complement, senior junior partner, dan equal partner. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan teknik wawancara mendalam kepada pasangan muda dengan usia pernikahan di bawah lima tahun. Hasil penelitian menunjukkan bahwa negosiasi wajah terjadi dalam berbagai bentuk konflik yang dipengaruhi oleh pola relasi, pengalaman komunikasi, serta nilai budaya, pasangan dengan pola equal partner cenderung menunjukkan komunikasi yang lebih terbuka dan saling mendukung di bandingkan pola lain yang lebih hierarkis menunjukkan kecenderungan dominasi dalam mempertahankan wajah pribadi.
Dinamika Komunikasi Internasional Anak Pasca Perselingkuhan Orang Tua Vania, Artika Naila; Sari, Wulan Purnama
Koneksi Vol. 10 No. 1 (2026): Koneksi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/kn.v10i1.37137

Abstract

The family is the foundation for child development, because it is in this environment that children first learn values, norms, and behavior patterns before interacting more widely at school and in society. When family functions weaken due to prolonged conflict, relationships that are no longer harmonious, or the inability of couples to adapt, the risk of divorce becomes higher. The study aims to describe changes in children's interpersonal communication patterns after divorce due to infidelity. The research uses a qualitative descriptive method with interviews, observations, and literature studies such as books, journals, and previous research. The results show that divorce due to infidelity triggers a significant shift in communication between children and parents. A phenomenon of realignment of relationships occurs, where emotional closeness shifts to figures who are considered safer and more supportive. Interactions that were previously warm become more infrequent, rigid, and distant, especially towards the parent who committed adultery, who is seen as a source of emotional discomfort. The restoration of communication is greatly influenced by emotional support from the non-adulterous parent and the immediate environment, such as peers, extended family, or teachers who provide a safe space to express feelings and emotional balance. Keluarga menjadi fondasi awal bagi perkembangan anak, sebab di lingkungan inilah anak pertama kali mempelajari nilai, norma, dan pola perilaku sebelum berinteraksi lebih luas di sekolah dan masyarakat. Ketika fungsi-fungsi keluarga melemah akibat konflik berkepanjangan, hubungan yang tidak lagi harmonis, atau ketidakmampuan pasangan beradaptasi, risiko terjadinya perceraian menjadi lebih tinggi. Penelitian bertujuan untuk menggambarkan perubahan pola komunikasi interpersonal anak setelah perceraian akibat perselingkuhan. Penelitian menggunakan metode deskriptif kualitatif dengan wawancara, observasi serta studi literatur seperti buku, jurnal, dan penelitian terdahulu. Hasil penelitian menunjukkan bahwa perceraian karena perselingkuhan memicu pergeseran signifikan dalam komunikasi anak dan orang tua. Terjadi fenomena realignment relasi, di mana kedekatan emosional berpindah kepada figur yang dianggap lebih aman dan suportif. Interaksi yang sebelumnya hangat bergeser menjadi lebih jarang, kaku, dan berjarak, terutama terhadap orang tua pelaku perselingkuhan yang dipandang sebagai sumber ketidaknyamanan emosional. Pemulihan komunikasi sangat dipengaruhi oleh dukungan emosional dari orang tua non-pelaku serta lingkungan terdekat seperti teman sebaya, keluarga besar, atau guru yang menyediakan ruang aman untuk mengekspresikan perasaan dan keseimbangan emosionalnya.
Analysis of the influence of satisfaction on consumer loyalty in standard rooms at Setia Hotel in Sintang District Sari, Wulan Purnama; Lestari, Saodah Dwi
JURNAL MANAJEMEN MOTIVASI Vol 14 No 2 (2018): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (676.591 KB) | DOI: 10.29406/jmm.v14i2.971

Abstract

This study aims to know the influence of satisfaction on customer loyalty of standard rooms of Setia Hotel in Sintang District. Because moving in the field of services, then the hotel must provide a satisfactory service for consumers to be loyal. The population in this study were consumers who had stayed at the Hotel Setia Sintang, with a sample of 100 respondents. Sampling technique in this research uses purposive sampling method. Data of simple linear regression at analysis, coefficient, the coefficient of determination, and last test. The results of simple linear regression analysis show: = -0.388 + 1.050X. The coefficient result gives an R-value of 0.798 which means that the high is high between satisfaction (X) and loyalty (Y). Value (RSquare) of 0.637 or 63%. It shows that the independent variable (satisfaction) to the honest variable (loyalty) of 63% while the number of 37% or variable with others not included in this study. The loss test shows that the value of t () is 13.110 and Knowing of 1.98447 because it is bigger than then Ho is rejected. Thus, there is a positive relationship between satisfaction and loyalty of the standard hotel loyalty in Sintang Regency.
The Influence of Brand Storytelling on Perceived Brand Authenticity with Brand Trust as a Mediating Variable on Gen Z Consumers at Kopi Tuku Wulan Purnama Sari; Fiona CH Bernadett; Claribel Halim
Jurnal Komunikasi Vol. 17 No. 2 (2025): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v17i2.37476

Abstract

The development of modern marketing strategies requires brands to not only offer quality products but also convey value through strong narratives. Brand storytelling is becoming an increasingly important approach, especially in reaching Generation Z, a consumer group that grew up in the digital era, is critical of authenticity, and has high expectations for brand transparency. This study aims to examine how brand storytelling influences perceived brand authenticity by considering brand trust as a mediating variable. This study focuses on Generation Z consumers of Kopi Tuku, a local brand known for its inclusive narratives. A quantitative approach was used through a survey with a purposive sampling technique, involving respondents aged 18–28 who have consumed Kopi Tuku products. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS software. Based on the results of the study, it can be concluded that brand storytelling has a positive and significant effect on brand trust and perceived brand authenticity among Generation Z consumers at Kopi Tuku. The analysis results show that a clear, consistent, and close-to-consumer brand narrative can increase consumer trust in the brand. This study also shows that brand trust acts as a partial mediator in the relationship between brand storytelling and perceived brand authenticity. This means that good storytelling not only directly shapes the perception of brand authenticity, but also works more powerfully by building consumer trust first.
Co-Authors A , Tyas Martika Abner lumika Arung Ai Ping Teoh Al Fajar, Lukman Riadh Al Razin, Ramdhan Labib Aldi Nirjana Alexandra Virginia Alyya Siddiqa, Alyya Amalia, Tasya Syawa Amesz, Mutiara Fransisca Amiroh, Syarifah Al Andi Setiawan Andrea, Dika Andriyani, Risa Anisah, Dian Zahroh Aqila, Mu’Amar Zaki Archie Gredyon ARDIANSYAH ARDIANSYAH Arindi, Umi Arrafi, Muhamad Iman Assaqof, Achmad Naufal Atwar Bajari Audrey Sugito Augustine, Michelle Aulia, Ikmala Najwa Auliya, Puri Ben Thiodanu Budi Utami Cahyani, Regita Emelia Carolina, Alexandra Carolina, Christine Vonny Catherine Dwitama Shan Catherine Gisela Chandra Ronaldo Chang, Keysha Abigail Christabella, Marvelyn Christina Christina Christine Natalia Chandra Christine Vonny Carolina Cindy Cindy Claribel Halim Clarisa Tan Clemens Clemens Daniel Kurniawan Harijanto Devita Novelia Dewi Dewi DF, Filia Klarasinta Dionisius Kevin Doddy Salman Edsel, Audric Eko Harry Susanto Elvi Valentina Emilson, Nur Husni Enzo Scifo Jauwinata Evelyn Thelia Fadhilaturrohmah, Ika Nur Farid Fatmoko, Adlim Dwi Febriyani, Nikita Felicia Masali Felisia Ferina, Sheren Fikri, Ahmad Labibul Fiona CH Bernadett Fitria, Khofifah Habibah Fransisca Graciela M B Fransisca Kristy Franslie, Reynaldo Frinico Alfian Friscilla Purnama Sari Gavrila, Sherina Grace Nathasya Graceica Octavia Haikal, Faldie Muhamad Hanny Hafiar Hardja, Diovanny Helen, Helen Heru Chandra Litmanen Hetty Karunia Tunjungsari Hidayat, Angel Hokky Putra Pangestu Hutomo Rio Pangesthio Ibanez Vienoza Ngan Ihsan, Zainur Irena, Lydia Islamiya, Tamara Nur Ivan Surya Ivander Stefanus Jason Subandi Jennifer Jennifer Jennifer Lauren Jesselyn, Eunike Jessica Febriani Thoeng Jessyca Indra Joko Susilo Jonathan, Maureen Julianto, Irwan Dwi Junaidi Diharyo Karina Wongso KENI KENI Keni Keni Kezia Stephanie Halim Khairunnisa, Julia Khang, Helen Lady Ta, Yesha Lestari, Nadia Ayu Rahma Lestari, Saodah Dwi Lie, Michelle Lioni Lioni Lulu Ferent Luluk Alawiyah, Luluk Lusia Savitri Setyo Utami Maulana, Irvan Maulana, Muhammad Irfan Mei Ie Messy Stella Fabiola Michelle Jennifer Michelle, Laurencia Mita Restinia Morisca Morisca Muhammad Rifki Myesha Adira Nada, Na Quita Natania, Moureen Keisya Nigar Pandrianto Nikita, Moira Nirwasita, Wulan Novianty, Melinda Nur'afifah, Laila Nurtami Soedarsono Okprianti, Reny Paramita, Sinta Paranpara, Mahrestaksa Al-Fath Pearlees Tjoeng Pesik, Vanessa Thabita Regina Phillip, Olivia Yuriko PUJI LESTARI Putra, Kiki Pradana Putra, Rio Sanjaya Putri, Aneesa Joenice Qonitha Risky Queennie Millendian Rahmawati, Dea Indi Ravinazan, Ravinazan Reginald Gusli Reniati Reniati Rezasyah, Teuku Rheza Alfredo Bunyamin Ria Puspitawati Rianty, Fety Fajar Ridwan, Salwa Salsabilla Rika Rachmawati Rina Oktarina, Rina Riris Loisa Risky, Qonitha Riwanda, Josephine Kayla Rizky Ferdy Rizky, Fitri Nur Romi Ferdian Rosario, Fernando Roswita Oktavianti, Roswita Ruki, Christin Kurniawati Ruth Ambar Santoso, Maria Regina Yanuarika Putri Sella Desember Selvina Suryanto Shafira Nusa Kusuma Shella Oskania Shella Shella shinta Octavia Shinta Octavia, Shinta Sinta Paramita Sinta Paramita Sri Wahyuni Sriwijaya, Latifah Stefany Stefany Stephanie Violita Chandra Sukendro, Gregorius Genep Suzy Azeharie Suzy Azeharie, Suzy Tanuwijaya, Rio Teoh, Ai Ping Theja, Calista Takako Thing, Yi Tindaon, Elisabeth Indira Dameria Tomy Andreas Tursilawati , Heri Tuwendi, William Alexander Vania, Artika Naila Vendy Octavian Verina Bellini Haryadi Vincent Vincent Vincent Vincent, Vincent Viriyaputra, Kevin Vony Anatya Winduwati, Septia Winnie Agustina Wiraguna, Daniel Gabriel Yasir Hudzaifah Yeni Yeni Yoedtadi, Muhammad Gafar Yohanes Yohanes Yola, Febi Zhafirah Sholihah