Garuda - Garba Rujukan Digital

DAMPAK DARI PENGETAHUAN KONSUMEN MENGENAI KOSMETIK TERHADAP KEPUTUSAN PEMBELIAN PRODUK Azzahra, Bunga; Afriani, Anindita Lintangdesi
Tuturlogi: Journal of Southeast Asian Communication Vol 2, No 1 (2021): Tuturlogi: Journal of Southeast Asian Communication
Publisher : Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.tuturlogi.2020.002.01.5

Seorang konsumen biasanya mencari informasi tentang produk yang akan mereka beli. Informasi tersebut tentang merek, kualitas, kuantitas, hingga harganya. Informasi yang konsumen dapatkan bisa memengaruhi cepat atau lambatnya konsumen dalam mengambil keputusan terhadap produk yang mereka inginkan. Penelitian ini bertujuan untuk mengidentifikasi pengaruh pengetahuan konsumen mengenai produk kosmetik terhadap durasi berpikir konsumen dalam membeli produk berdasarkan brand reputation, brand engagement, dan influencer. Penelitian ini menggunakan metode survei dengan pendekatan kuantitatif. Pengumpulan data penelitian ini menggunakan kuesioner online yang disebarluaskan melalui media sosial. Hasil penelitian menunjukkan bahwa: 1) brand reputation berpengaruh signifikan dan positif terhadap decision making konsumen. 2) brand engagement berpengaruh signifikan dan positif terhadap decision making konsumen. 3) influencer berpengaruh signifikan dan positif terhadap decision making konsumen. Temuan dalam penelitian ini menunjukkan bahwa influencer sangat berpengaruh terhadap decision making dengan menunjukkan hasil persentase terbesar, yakni 29,1%. Namun begitu, peran brand reputation dan brand engagement juga sangat mendukung untuk meningkatkan durasi berpikir konsumen dalam memutuskan produk kosmetik yang akan dibeli.

Komunikasi Bisnis Melalui Host Sebagai Opinion Leader Terhadap Interaktivitas Media Live Streaming Azzahra, Bunga; Afriani, Anindita Lintangdesi
Scriptura Vol. 14 No. 2 (2024): DECEMBER 2024
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.14.2.128-138

Live streaming cukup populer di generasi muda. Hal ini dikarenakan live streaming memiliki fitur interaksi secara real-time. Live streaming saat ini juga dimanfaat sebagai sarana bisnis yang berbasis User Generated Content (UGC) yang memanfaatkan kreativitas pengguna dalam menciptakan konten yang kemudian hal tersebut bisa diakses oleh publik. Salah satu aplikasi yang mewadahi konten-konten tersebut adalah Nimo Tv. Nimo Tv merupakan aplikasi live streaming yang membebaskan penggunanya untuk menciptakan kontennya sendiri. Nimo Tv juga memberi peluang para host untuk menghasilkan ratusan hingga ribuan dollar per bulannya. Penonton dapat memberikan pertanyaan serta komentar yang dapat dilihat secara real-time oleh host maupun penonton yang lain. Fitur inilah yang digunakan oleh anak muda untuk memasukkan sisi komunikasi bisnis guna memperoleh tujuan bisnis berupa virtual gifts. Maka dari itu, penelitian ini bertujuan untuk melihat lebih jauh tentang sejauh mana pengaruh host sebagai opinion leader terhadap interaktivitas pada media live streaming. penelitian ini menggunakan metode kuantitatif yang dikelola dengan SPSS. Data dikumpulkan melalui Google Form dengan total 100 sampel sesuai dengan kriteria responden dan membutuhkan 10 hari untuk mengumpulkan data. Penelitian ini menggunakan self determination theory sebagai acuannya. Fokus pada penelitian ini adalah melihat pengaruh host sebagai opinion leader terhadap interaktivitas pada aplikasi Nimo TV. Hasil penelitian menunjukkan bahwa komunikasi bisnis yang dilakukan host sebagai opinion leader berpengaruh terhadap interaktivitas pada media live streaming terutama Nimo Tv.

Clash of Champions Pada Ruangguru: Mendefinisikan Ulang Makna Prestasi Melalui Analisis Wacana Norman Fairclough Wardani, Ayu; Afriani, Anindita Lintangdesi
Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan Vol 15 No 2 (2024): Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan (in progress)
Publisher : DEPARTEMENT OF COMMUNICATION AND ISLAMIC BROADCASTING STUDIES

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32505/hikmah.v15i2.10800

This study discusses how the shifting meaning of achievement and the process of commodification is represented in the game show Clash of Champions organized by the technology-based education platform Ruangguru. Using Norman Fairclough's critical discourse analysis, this research explores the relationship between discursive, social, and textual practices within the show. The findings indicate that the competition positions achievement as a commodity aligned with global market needs, utilizing the accomplishments of finalist figures, such as Shakira and Axel, as marketing tools, in line with Mosco's framework of commodification. Critical discourse analysis also reveals that the meaning of achievement has shifted from being seen as the result of individual hard work to being perceived as excellence in specific fields, such as logic and mathematics, which hold market value. Moreover, the figure of runner-up Axel Giofanny reinforces the narrative that achievement is framed as success in obtaining scholarships and continuing education at prestigious universities abroad. This study contributes to understanding how technology-based education platforms reshape social values through the construction of competition and achievement discourse while reflecting the power of social structures in reproducing the ideology of global capitalism.

Implementation of SDGs-Based Character Education: Building a Resilient Generation at Khalifah Elementary School Depok Nidatya, Nurfarah; Wardani, Ayu; Afriani, Anindita Lintangdesi
GUYUB: Journal of Community Engagement Vol 6, No 2 (2025): Juni
Publisher : Universitas Nurul Jadid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33650/guyub.v6i2.10932

Awareness of global issues, including the Sustainable Development Goals (SDGs), among primary school children remains relatively low, despite the importance of fostering sustainable development values from an early age. This limited understanding poses a significant challenge within the elementary education environment. In response to this issue, a community service program conducted by a team of lecturers from Universitas Pembangunan Nasional Veteran Jakarta at Khalifah Elementary School, Depok, aimed to enhance students’ awareness and comprehension of global issues encompassed within the SDGs framework.The program employed a combination of lectures, interactive discussions, and demonstrations to introduce key SDG themes, including poverty reduction, health and well-being, quality education, and climate action. Evaluation of the program’s impact was carried out through pre-test and post-test assessments. The results showed a significant improvement in students' understanding, with the average pre-test score being 31.72 and the average post-test score increasing to 53.79. These findings suggest that early educational interventions can play a valuable role in shaping children's perspectives on global challenges and fostering their potential contributions to achieving the SDGs..

PENGARUH KOMUNIKASI ELECTRONIC WORD OF MOUTH DAN CELEBRITY ENDORSER TERHADAP BRAND AWARENESS KONSUMEN BEAUTYHAUL Rahma, Adinda Namira; Afriani, Anindita Lintangdesi
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 3 No 3 (2025): FEBRUARI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v3i3.871

Online shopping is currently in great demand by the public, especially for skincare and cosmetic products. With the presence of beauty e-commerce, it makes easier for people to find beauty products. There are several beauty e-commerce companies that have emerged in Indonesia, one of them is BeautyHaul. BeautyHaul is also the first beauty e-commerce presence in Indonesia. With competition between e- commerce, it is important for BeautyHaul to identify what factors can form brand awareness among the public. The factor that forms brand awareness is the use of marketing communications, one of them is electronic word of mouth. In addition, other factors that can form brand awareness by using celebrity endorsers. This study aims to determine the effect of electronic word of mouth communication and celebrity endorsers on brand awareness among BeautyHaul consumers in Indonesia. The research method used quantitative with convenience sampling technique. The population of this research is visitors to the BeautyHaul website in the fourth quarter of 2022. Then, the data was processed using the SPSS application statistical method with multiple linear regression tests. The results showed that 1) electronic word of mouth has an effect on brand awareness; 2) Celebrity endorsers have an effect on brand awareness; and 3) Electronic word of mouth and celebrity endorsers have an effect on brand awareness. Between two independent variables, the celebrity endorser has a stronger influence.

Instructional Strategy for Teaching Children with Autism in the Classroom Afriani, Anindita Lintangdesi; Ayuningtyas, Fitria; Yuliandri, Putrawan
Jurnal Indonesia Sosial Teknologi Vol. 6 No. 1 (2025): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v6i1.1357

This research looks at a number of persons who have communication problems due to various diseases. Children with autism are one of them. Because children with autism have three basic disorders: communication, social interaction, and behavior, their communication and social interaction will undoubtedly differ from those of typical children. This research will look into instructional communication for children with autism in the classroom at Rumah Autis Depok. Rumah Autis is a social institution created to fill the gap between the demand for therapeutic locations and schools for children with autism and special needs who come from low-income households. The ethnography of communication approach was used in this research because ethnography of communication focuses on communication processes that involve language and culture. The findings of this research indicated that the communication utilized by children with autism, particularly instructional communication in the classroom, is quite unique and distinct. Teachers must speak firmly but not loudly or repeatedly. Therefore, the students easily understand. Children with autism are easily distracted, and thus, the teacher does not allow wearing eye-catching clothing and headscarves in class. The research encourages communication ethnographers to reflect on fieldwork issues and gives a framework for doing so, particularly when it comes to teaching children with autism

Clash of Champions Pada Ruangguru: Mendefinisikan Ulang Makna Prestasi Melalui Analisis Wacana Norman Fairclough Wardani, Ayu; Afriani, Anindita Lintangdesi
Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan Vol 15 No 2 (2024): Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan
Publisher : DEPARTEMENT OF COMMUNICATION AND ISLAMIC BROADCASTING STUDIES

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32505/hikmah.v15i2.10800

This study discusses how the shifting meaning of achievement and the process of commodification is represented in the game show Clash of Champions organized by the technology-based education platform Ruangguru. Using Norman Fairclough's critical discourse analysis, this research explores the relationship between discursive, social, and textual practices within the show. The findings indicate that the competition positions achievement as a commodity aligned with global market needs, utilizing the accomplishments of finalist figures, such as Shakira and Axel, as marketing tools, in line with Mosco's framework of commodification. Critical discourse analysis also reveals that the meaning of achievement has shifted from being seen as the result of individual hard work to being perceived as excellence in specific fields, such as logic and mathematics, which hold market value. Moreover, the figure of runner-up Axel Giofanny reinforces the narrative that achievement is framed as success in obtaining scholarships and continuing education at prestigious universities abroad. This study contributes to understanding how technology-based education platforms reshape social values through the construction of competition and achievement discourse while reflecting the power of social structures in reproducing the ideology of global capitalism.

Daya Tarik Iklan dan Kredibilitas Park Hyung Sik Terhadap Produk Avoskin Amani, Fadhila; Afriani, Anindita Lintangdesi
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 24, No. 2 December 2025
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v24i2.4450

The development of information and communication technology has given rise to new cultures that are starting to be recognized by the public. One of them is the Korean Wave phenomenon. Currently, many local beauty and facial care brands are utilizing this Korean Wave phenomenon by releasing advertisements starring Korean artists as celebrity endorsers on social media. One is Avoskin, which released an ad with celebrity endorser Park Hyung Sik on Instagram @avoskinbeauty. This study aims to determine whether there is an influence of advertising appeal (X1) and the credibility of celebrity endorser Park Hyung Sik (X2) on purchase intention in Avoskin products (Y) and how much it affects. The theory used is the Cognitive Response Theory by George E. Belch and Michael E. Belch. This research method is a survey method with an explanatory-type quantitative approach. The population in this study were followers of the @avoskinbeauty Instagram account, with a sample size of 100 people. This research uses nonprobability sampling with a purposive sampling method. Advertising appeal and the credibility of celebrity endorser Park Hyung Sik have a significant effect on purchase intention in Avoskin products, which is 74 percent while the remaining 26 percent.

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