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Brand imageâ€™s impression on impulsive buying of healthcare products Agung, Halim; Marta, Rustono Farady; Wang, Changsong; Amanda, Mercedes
Jurnal Studi Komunikasi Vol. 5 No. 3 (2021)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v5i3.3806

The COVID-19 pandemic is a disease outbreak that makes almost everyone unable to travel freely, especially in Indonesia. Shopee is one of the marketplaces used in this research. This study aims to analyse the impression of Shopee's brand image moderated by content marketing and its impact on impulsive buying of health products during the current pandemic. Data analysis used IBM SPSS Statistics 26 and involved 119 samples using survey methods and data collection instruments in questionnaires. The implication of this research shows that optimising content marketing techniques across various digital channels is a top priority to boost impulse buying, indirectly also improving brand image.

Brand image’s impression on impulsive buying of healthcare products Agung, Halim; Marta, Rustono Farady; Wang, Changsong; Amanda, Mercedes
Jurnal Studi Komunikasi Vol. 5 No. 3 (2021)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar

The COVID-19 pandemic is a disease outbreak that makes almost everyone unable to travel freely, especially in Indonesia. Shopee is one of the marketplaces used in this research. This study aims to analyse the impression of Shopee's brand image moderated by content marketing and its impact on impulsive buying of health products during the current pandemic. Data analysis used IBM SPSS Statistics 26 and involved 119 samples using survey methods and data collection instruments in questionnaires. The implication of this research shows that optimising content marketing techniques across various digital channels is a top priority to boost impulse buying, indirectly also improving brand image.

Cognitive Dissonance Equilibrium: Local Product Stigma in the "Filosofi Pete" Ad Narrative Flow Triyudanto, Arya; Dabukke, Fatrica Ivana; Marta, Rustono Farady; Panggabean, Hana; Wang, Changsong
Mediator: Jurnal Komunikasi Vol. 17 No. 1 (2024): Mediator: Jurnal Komunikasi (Sinta 2)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mediator.v17i1.3260

Following the 1998 reform in Indonesia, advertising has undergone significant expansion, leveraging enhanced communication accessibility and media proliferation to shape public perceptions of promoted goods. Presently, media channels are inundated with commercial campaigns showcasing both domestic and international products. Within this landscape, Tokopedia, a key player in the e-commerce sector, employs diverse media platforms such as YouTube to engage consumers amid intensifying market rivalry. This study delves into Tokopedia's approach via the "Filosofi Pete" advertisement, exploring its endeavors to combat stereotypes surrounding local products. Drawing parallels between domestic goods and petai a culturally stigmatized item the research highlights the heightened stigma amid globalization, where foreign products often enjoy elevated prestige and perceived quality standards. Through the lens of cognitive dissonance theory and Todorov's narrative analysis, the analysis reveals Tokopedia's strategic narrative framework aimed at reshaping perceptions towards local products. By dissecting the advertisement's storyline, narrative structure, and visual elements, the study unveils Tokopedia's nuanced tactics for challenging entrenched biases. Through compelling storytelling and visual imagery, Tokopedia endeavors to reframe the discourse around local products, fostering a more favorable consumer outlook. This research sheds light on the intricate interplay between advertising strategies, cultural perceptions, and consumer behavior, offering insights into how brands navigate evolving market dynamics to carve out a competitive edge.

Creative Communication through the Analogy of Phishing-Fishing and Slogan “Don’t Know? Kasih No!” Sukardi, Cindy Fransisca; Himawan, Muhammad Noor Rahman; Marta, Rustono Farady; Panggabean, Hana; Wang, Changsong
Gondang: Jurnal Seni dan Budaya Vol. 9 No. 1 (2025): GONDANG: JURNAL SENI DAN BUDAYA, JUNE 2025
Publisher : Universitas Negeri Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24114/gondang.v9i1.64597

Rapid technological developments are causing technological information to be progressively integrated into human life. However, this development was followed by various challenges and problems, including phishing. Providing education on how to deal with phishing practices is important to do as a way of raising awareness among internet users. This attempt requires the role of various parties, including banking institutions in Indonesia, such as Bank Central Asia, that are committed to raising public awareness through a video entitled “Jangan Mau Jadi Korban Penipuan Online. Don’t Know? Kasih No!”. Each element contained was studied using qualitative research methods, Umberto Eco’s semiotics analysis, to see the relationship between language and symbols, with an interpretation based on the elements of pentad dramatism. The result shows the advertisement contains act, scene, agent, agency, purpose of communicating messages through language and symbols in form of creative analogy of fishing-phishing and “Don’t Know? Kasih No!” slogan that consistently represents feeling of humor and nostalgia.

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