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All Journal MediaKom : Jurnal Ilmiah Ilmu Komunikasi Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Bricolage : Jurnal Magister Ilmu Komunikasi Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis JURNAL PUSTAKA KOMUNIKASI Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara Jurnal Visi Komunikasi Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Komunikologi: Jurnal Ilmiah Ilmu Komunikasi
Siti Muslichatul Mahmudah
Universitas Mercu Buana
Arts Humanities Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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The Effect of Joko Widodo’s Political Marketing Communication in Instagram on His Image and Reputation in the Eyes of Millennial Generation in Jakarta Kholisoh, Nur; Mahmudah, Siti Muslichatul
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Vol. 5 No. 2 (2020): December 2020 - Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/jkiski.v5i2.307

Abstract

This research aims to  study the effect of Joko Widodo's political marketing communication in Instagram on his image and reputation in the eyes of  millennial generation in the 2019 Indonesian Presidential Election. The theory used in this research is the Stimulus Organism Response, Persuasion Message Theory in political communication and theories or concepts of  reputation and image. The paradigm used is positivist with a quantitative approach. This research uses a survey method with a questionnaire as a data collection instrument to obtain information from a number of millennials as respondents aged between 19 and 39 years and participating in the 2019 Presidential Election with a total number of around 2,885,000.  Determination of sample size uses the Slovin formula with a margin of error of  5%, so the number of samples is 400 people. The sampling technique uses proportional sampling, while the data analysis technique uses path analysis. The results showed that political marketing communication has a direct effect on reputation at 11.9%. The image has a direct effect on reputation at 83.5%, and the indirect effect of marketing communication through image on reputation is 69.97%.
BRAND IMAGE AND BRAND ASSOCIATION AS PREDICTORS OF PURCHASE INTENTION: EXAMINING THE PRO-ISRAEL PRODUCT CONTEXT Kurniawan Prasetyo; Siti Muslichatul Mahmudah; Muthia Rahayu
Jurnal Visi Komunikasi Vol. 25 No. 01 (2026): MEI 2026
Publisher : Universitas Mercu Buana

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Abstract

Brand image and brand association are key elements in building brand identity and perception in the eyes of consumers. Understanding how brand image and brand associations influence consumer purchase intention is critical to business sustainability. When products are associated with sensitive issues such as political issues, such as pro-Israel, it can affect consumer perception in a more complex way. The boycott, divestment, sanctions (BDS) movement calls on followers to abandon major brands because of their direct involvement in supporting Israeli atrocities against Palestinians. Pro-Israel associated products can also have associations with certain political values, beliefs or identities associated with supporting Israel. These associations can influence how consumers perceive the product. Product association with pro-Israel issues can affect consumer purchase intention. This study aims to identify and analyze the influence of brand image and brand association on consumer purchase intention on products with pro-Israel associations. The results of this study identify that brand image and brand association have a significant influence on consumer purchase intention for products with pro-Israel associations, at a rate of 68.9%. Brand image demonstrates a very strong influence (60.5%), where consumers' perceptions of the brand image affect their purchasing decisions. Similarly, a strong and positive brand association also increases purchase intention by 60.2%. The combination of a positive brand image and strong brand association simultaneously shows a highly significant impact on consumer purchase intention. 
Co-Authors Adhiatma, Pravitea Yulia Endri, Engga Probi Kurniawan Prasetyo Meilandri, Rio Muthia Rahayu Muthia Rahayu Nur Kholisoh Pierlita, Komang Yovansca Resnawati