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All Journal Jurnal Ilmu Sosial dan Ilmu Politik (JISIP) Jurnal Representamen Bricolage : Jurnal Magister Ilmu Komunikasi ASPIRATION Journal Jurnal Bisnis dan Komunikasi Digital Journal of Dialogos INTERACTION Communication Studies Journal CONVERSE Journal Communication Science
Sadono, Teguh Priyo
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Arts Humanities Computer Science & IT Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Journal : INTERACTION Communication Studies Journal

 1 
The Role of Customer Interest in Mediating the Effect of the Implementation of Marketing Communication Strategies on Customer Decisions in Taking Retirement Loans at Semarang Steady Bank Prasetya, Aldian Firdianto; Sadono, Teguh Priyo; Pramono , Bambang Sigit
Interaction Communication Studies Journal Vol. 2 No. 2 (2025): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/interaction.v2i2.4264

Abstract

This study aims to examine the role of customer interest in mediating the effect of integrated marketing communication (IMC) elements on customer decisions in taking retirement loans at Bank Mandiri Taspen, Semarang Branch. The IMC elements analyzed include advertising, promotion, direct marketing, word of mouth, and personal selling. Using a quantitative approach and Partial Least Squares (PLS) analysis with 145 purposively selected respondents, the study found that all IMC elements had a positive and significant effect on customer interest. However, none of the IMC elements directly influenced the decision to take credit. Customer interest plays a crucial mediating role, forming a full mediation pathway between most IMC elements and credit decisions, except for word of mouth, which exhibited partial mediation. These findings support the AIDA model and the hierarchy of effects theory, confirming that marketing communication impacts behavior through cognitive and emotional stages. The study provides theoretical reinforcement for IMC as a holistic strategy and offers practical insights for optimizing communication to influence customer behavior, particularly in the high-involvement financial service segment of retirees.
Reception Analysis of the ‘Achieve Your Dreams with Us’ Campaign Among Second-Semester Students of Universitas 17 Agustus 1945 Surabaya Djatmiko, Benedictus Raflin Algra Triyoga; Palupi, Merry Fridha Tri; Sadono, Teguh Priyo
Interaction Communication Studies Journal Vol. 2 No. 2 (2025): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/interaction.v2i2.4667

Abstract

Intense competition among private higher education institutions (PHEIs) requires them to implement effective promotional campaigns to attract prospective students. This study examines the reception of second-semester students at Universitas 17 Agustus 1945 (UNTAG) Surabaya regarding the aspirational promise in the "Achieve Your Dreams with Us" promotional campaign. Employing a qualitative approach with reception analysis and Stuart Hall's encoding-decoding framework, data were collected through a Focus Group Discussion (FGD). The findings indicate that the most dominant reception position is the negotiated position. Students critically separated the slogan, which they perceived as "marketing language," and focused more on tangible evidence such as accreditation and tuition fees. They also reconstructed the meaning of "dreams" to align with their pragmatic goals (career, hobbies, self-development), while asserting that ultimate success depends on individual agency, with the university serving as a facilitator. A dominant position was found to emerge post-hoc following validation through positive real-world experiences on campus, whereas an oppositional position was absent. This study concludes that the reception of marketing messages by a young audience is not a passive process, but rather a complex act of pragmatic validation. In this process, the credibility of each message element (verbal, visual, symbolic) is actively negotiated based on the audience's frames of reference and experiences, in which concrete proof is valued over aspirational promises.
The Contradiction of Meaning in Building Sympathy for Puan Maharani (A Semiotics Analysis of Puan Maharani’s Clothing Giveaway Video in Bekasi) Siwi, Yogi Raka; Sadono, Teguh Priyo
Interaction Communication Studies Journal Vol. 2 No. 2 (2025): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/interaction.v2i2.4860

Abstract

This research examines the public figure Puan Maharani in the context of her efforts to cultivate public sympathy. The study focuses on a video in which Puan Maharani is seen distributing clothing to residents in Bekasi, revealing a significant contradiction between her symbolic actions and the nonverbal expressions she displays. To analyze this phenomenon, the study employs Relational Dialectics Theory as proposed by Leslie Baxter, alongside a semiotic approach developed by Roland Barthes, which explores three levels of meaning: denotation, connotation, and myth. The findings suggest that actions intended to generate public sympathy instead provoked sarcastic reactions and public criticism. This indicates that in the realm of communication, it is not only the content of the message that holds significance, but also the manner of its delivery and the accompanying symbolic gestures.
Co-Authors Amina, Nurtyasih Wibawanti Ratna Ayuningtyas, Trisya Apsari Bambang Satriya Djatmiko, Benedictus Raflin Algra Triyoga Fensi, Fabianus Hamim Koli, Nicodemus Kridawati Sadhana Mukti, Baresa Margi Nurazizah, Amelia Nurul Fitriyani Palupi, Merry Frida Tri Palupi, Merry Fridha Tri Parinussa, Olivia Yuniar Pramono , Bambang Sigit Prasetya, Aldian Firdianto Rongrong, Michael Jibrael Setiadi, Muh. Darmawan Siwi, Yogi Raka Tachopisalwong, Attanan Tripalupi, Merry Fridha Widiyatmo Ekoputro Yadnya, Anak Agung Gede Agung Aditya Satwika