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All Journal Habitat Jurnal Studi Komunikasi Jurnal Komunikasi Syntax Literate: Jurnal Ilmiah Indonesia SANGKEP: Jurnal Kajian Sosial Keagamaan Waskita: Jurnal Pendidikan Nilai dan Pembangunan Karakter AlphabetAlphabet: A Biannual Academic Journal on Language, Literary, and Cultural Studies Tuturlogi: Journal of Southeast Asian Communication Conference Proceedings International Conference on Education Innovation and Social Science
Oktaviani, Fitri Hariana
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Arts Humanities Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Intervensi Perilaku Sadar Bahaya Rokok Melalui Humor dan Rational Based Message Appeals Swastikawara, Sinta; Laturrakhmi, Yun Fitrahyati; Oktaviani, Fitri Hariana
Jurnal Studi Komunikasi Vol. 2 No. 1 (2018)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v2i1.448

Abstract

Through a participatory action research study, this study identifies and analyses the associations and symbols attached by adolescents at school age in target schools, identifies strategies and message appeals based on the associations and embedded symbols so that it is appropriately used for preventive efforts of smoking behaviours and. Based on the results of the study can be concluded that there are two perspectives in associating cigarettes, first is the symbol of masculinity and flexibility in associating, the second is associated with opium, and poison. Further intervention can be done by presenting humour based appeals at the group level and rational based message appeals at the individual level. In the context of health communication, this research has shown how Social Cognitive Theory is used in the study of promotion of health by emphasising the design of fear-based appeals.
Traditional Values Versus Inclusivity: A Semiotic Analysis of LGBT Narratives in Islamic Media Portals in Indonesia, Malaysia and America Khadijah, Nur Sitti; Sujoko, Anang; Oktaviani, Fitri Hariana
Waskita: Jurnal Pendidikan Nilai dan Pembangunan Karakter Vol. 8 No. 2 (2024): WASKITA: Jurnal Pendidikan Nilai dan Pembangunan Karakter
Publisher : PUSAT MPK UNIVERSITAS BRAWIJAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.waskita.2024.008.02.5

Abstract

Media serves as a powerful tool in shaping public opinion and perspectives, particularly through Islamic organization-based media portals that play a crucial role in influencing perceptions of the LGBT community. This study examines the construction of LGBT narratives in the media portals NU Online, Ummah Today, and CAIR, utilizing the social semiotic method developed by M.A.K. Halliday and drawing on the theories of Nick Couldry and Andreas Hepp to explain the role of media construction. A total of 48 units of analysis were conducted, comprising 29 publications from NU Online in 2016, 9 publications from Ummah Today in 2022, and 10 publications from CAIR in 2016. The findings indicate that Ummah Today and NU Online tend to reinforce traditional values by rejecting issues such as LGBT, whereas CAIR adopts a more inclusive approach, especially in times of crisis, aiming to dispel Islamophobia and promote human rights for minority groups. This research reveals how media practices shape identities and social meanings across various cultural contexts and highlights significant social, cultural, and political implications of language in maintaining or challenging existing power structures and social norms.
STUDY OF AUDIENCE ACCEPTANCE OF MANDALIKA CIRCUIT EVENT PROMOTIONAL ADVERTISEMENTS INVOLVING VISUAL POLITICIANS IN LOMBOK Arifin, Imam Khoirul; Prasetyo, Bambang Dwi; Oktaviani, Fitri Hariana
SANGKéP: Jurnal Kajian Sosial Keagamaan Vol. 7 No. 1 (2024): Promoting Peace and Cultural Integration in Indonesia
Publisher : UIN Mataram dan Asosiasi Sosiologi Agama Indonesia (ASAGI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/sangkep.v7i1.10230

Abstract

The phenomenon of visual branding in advertising is increasingly important because it affects the image and acceptance of politician officials, especially among millennials and Gen Z who are apathetic to politics. The use of local elements such as the Mandalika Circuit in advertisements by political officials is aimed at attracting young voters, but it is often less authentic and creates negative perceptions of politicians and promoted events. The research is important because of the gap between politicians' expectations of attracting young voters and the reality of their acceptance of ads that use certain branding elements. This study aims to determine the representation and acceptance of Millennials and gen Z people towards Mandalika circuit promotional advertisements involving visuals of officials or politicians. This research uses qualitative method with reception analysis theory owned by Stuart Hall. This study used focus group discussion (FGD) with 10 informants who saw advertisements and belonged to the Millennial and Z generations, using the purposive sampling method. Roland Barthes' semiotic analysis was used to determine the representation of advertisements, and compared with audience acceptance based on the results of focus group discussion (FGD) which was classified to obtain results using three hypothetical positions proposed by Stuart Hall. The conclusion of this study shows that the use of visuals of politicians' faces in promotional advertisements tends to be rejected by Millennials and Gen Z, who emphasize the separation between politics and sports. Millennials are generally skeptical of politicization in promotion, while Gen Z is more firmly opposed to politicization and demands integrity and ethics in political campaigns.
Communicative Leadership among Local Leaders in Indonesia during covid-19 Crisis Management Laturrakhmi, Yun Fitrahyati; Oktaviani, Fitri Hariana; Kriyantono, Rachmat
Jurnal Komunikasi Vol. 15 No. 2 (2023): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v15i2.23314

Abstract

The covid-19 pandemic is one of the health crises that demand effective communication and timely, accurate, and culturally sensitive communication to reach coordinated and more effective responses. Regarding this function, communicative leadership becomes critical in reaching the success of a health crisis, particularly among local communities which are frequently associated with resistance towards health initiatives. This research is intended to explore the communicative leadership performed by local leaders in managing covid-19 pandemic from 2020 to 2022. To meet this aim, the present study employed interviews with 6 local leaders in Kabupaten Pasuruan, Jawa Timur as informants. This research revealed that in responding health crisis due to covid-19 pandemic, leadership involved communication to construct and negotiate meaning through shared narratives about covid-19. This leadership had been performed to help communities in the sense-making process about the pandemic through a series of strategies comprising (1) operating religious frame and local values to construct a shared reality about covid-19 pandemic and how to respond to it, (2) providing narratives as the evidence, (3) performing openness, presence and empathy. This research also found that maintaining sustainable coordination with the authorities is performed by local leaders to assure communities about the pandemic response plan, thus, community involvement in covid-19 measures could be developed easily. This study confirmed some previous research highlighting the importance of faith-based organizations (FBOs) in communication intervention in the health context and research on the importance of narrative to persuade people to adopt new health behaviours.
Persuasion Over Time: A Longitudinal Analysis of Message Strategy and Engagement in B2B Instagram using ELM Astaningrum, Meita Dinar; Safitri, Reza; Oktaviani, Fitri Hariana
HABITAT Vol. 36 No. 2 (2025): August
Publisher : Department of Social Economy, Faculty of Agriculture , University of Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.habitat.2025.036.2.15

Abstract

The rise of mobile-first platforms has transformed how Business-to-Business (B2B) communication operates, including the persuasive mechanisms involved. Instagram, a platform typically associated with lifestyle content, is increasingly used by professionals and enterprises for branding and talent marketing. However, most persuasion models, including the Elaboration Likelihood Model (ELM), have not accounted for such digital shifts. ELM traditionally views persuasion as a single-message effect, underestimating the role of repetition, platform structure, and cumulative engagement. This study aims to examine the persuasive architecture of B2B content on Instagram through the case of @AcademyBINAR, an Indonesian digital education platform that adopted an enterprise communication strategy between June and December 2024. The research employs content analysis and linear trend regression to measure the prevalence of rational vs. emotional appeals and central vs. peripheral cues, alongside engagement trends over time. The findings reveal a dominance of rational appeals and central cues, coupled with statistically significant growth in likes, saves, and shares indicating that elaboration is not immediate, but cumulative. This study contributes to the theoretical refinement of ELM by proposing a temporally responsive framework in which professional persuasion is driven by consistency, message utility, and platform-specific repetition. It also offers practical insights for B2B content strategists operating in visual-first digital environments.
Blind Buying Intention of Local Perfumes: An Indonesian Consumer Perspective Argyanti, Talitha; Hussein, Ananda Sabil; Oktaviani, Fitri Hariana
Tuturlogi: Journal of Southeast Asian Communication Vol 6, No 2 (2025): Tuturlogi: Journal of Southeast Asian Communication (IN PRESS)
Publisher : Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.tuturlogi.2025.006.02.2

Abstract

Perfume was one of the most sold products online in Indonesia and was predicted to continue growing each year. However, Indonesian consumers still tended to choose perfumes from long-established local and international brands available in offline stores. As a result, emerging local perfume brands that primarily focused on online sales faced great challenges in winning the competition. As a sensorial-based product with a high level of uncertainty, perfume was difficult to evaluate in online purchases since consumers could not try it beforehand. Using the Uncertainty Reduction Theory construct, this study examined how product descriptions, online reviews, and interactions with the seller influenced the blind buying intention of local perfumes online in Indonesia. This study used an explanatory quantitative approach with a survey method. A total of 306 respondents who had previously purchased local perfume online without trying it first were selected through purposive sampling. The results of multiple linear regression analysis indicated that product descriptions, online reviews, and interactions with the seller affected the intention to blind buy local perfumes online. 
Global Aesthetics, Local Realities: Internationalization Discourse in Higher Education Digital Media Ade Wijaya, Duitarama; Oktaviani, Fitri Hariana; Prasetyo, Bambang Dwi
Alphabet Vol. 8 No. 1 (2025)
Publisher : Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.alphabet.2025.08.01.04

Abstract

This study analyzes how language and symbols in digital media are used to represent the discourse of internationalization in Indonesian higher education, focusing on the official Instagram account of an institution disguised as FI. Using a descriptive-qualitative approach with critical thematic analysis (Lawless & Chen, 2019), this study explores 16 Instagram posts selected based on visibility and level of audience interaction. The results of the analysis show that FIs construct an institutional image as a global entity through the use of the English language, visual symbols such as foreign flags, overseas university logos, and imagery of prestigious academic locations. However, local identity only appears as an additional element in the form of dances, traditional clothing, or traditional cuisine displayed decoratively to support international events. The findings reveal the tension between responding to the demands of internationalization and commitment to local values, and reflect the orientalist logic of cultural representation. This study contributes to the understanding of institutional identity construction through digital media, as well as providing a critical reading of power relations in the discourse of globalization of higher education.
Place and Ambience Roemah Kantja sebagai Strategi Komunikasi dalam Membangun Brand Identity Kafe Berkonsep Industrial Floral Hattu, Neysa Feralda; Sujoko, Anang; Oktaviani, Fitri Hariana
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v9i4.14870

Abstract

Komunikasi pemasaran melalui brand identity merupakan suatu hal yang penting bagi sebuah perusahaan, karena dengan adanya identitas maka perusahaan dapat mengenalkan dan mengkomunikasikan merek dengan lebih efektif kepada publik atau konsumennya. Tujuan dari penelitian ini adalah untuk menganalisis strategi komunikasi melalui brand identity serta melihat bagaimana dampak yang dilakukan Roemah Kantja dengan memanfaatkan place and ambience yang tersedia sebagai brand identitynya. Tinjauan Pustaka dalam penelitian ini adalah brand identity sebagai strategi komunikasi, place ambience dalam perspektif komunikasi dan kajian brand identity dalam objek kafe. Hasil dari penelitian ini adalah Roemah Kantja melalui strategi komunikasi segi fisik dan suasananya mampu membentuk brand identity yang kuat sehingga terciptanya loyalitas pelanggan.
Reading The Public Pulse: Sentiment Analysis of Overclaim Crisis in Indonesia Husniyah, Estri Khidmatul; Prasetyo, Bambang Dwi; Oktaviani, Fitri Hariana
Proceedings International Conference on Education Innovation and Social Science 2025: Proceedings International Conference on Education Innovation and Social Science
Publisher : Universitas Muhammadiyah Surakarta

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

Abstract

The objective of this study is to analyze public sentiment regarding two local beauty brands in Indonesia, Azarine and The Originote, which were involved in an overclaim crisis on social media. The primary objective of this study is to ascertain the distribution of positive, negative, and neutral sentiments. Additionally, it seeks to elucidate how these sentiment patterns are influenced by the crisis communication strategies implemented by each brand during and after the crisis. A descriptive quantitative method employing sentiment analysis was utilized to collect data from user comments on Instagram and TikTok during the crisis period. The findings indicate that The Originote is more likely to elicit a higher proportion of positive sentiments in comparison to Azarine, a discrepancy attributable to The Originote's strategic emphasis on transparency, acknowledgment of missteps, and dedication to ongoing enhancement. In contrast, Azarine exhibits a diminished prevalence of positive sentiment, signifying a potential for persuasion among audiences who have not yet formed a definitive opinion. These findings indicate that brand response patterns directly influence public sentiment distribution, which in turn affects post-crisis image recovery. This study offers practical implications for local brands to integrate crisis mitigation strategies with proactive public sentiment management. It also opens avenues for further research on the relationship between sentiment intensity and consumer loyalty in the beauty industry.
Co-Authors Ade Wijaya, Duitarama Ananda Sabil Hussein Argyanti, Talitha Arifin, Imam Khoirul Astaningrum, Meita Dinar Bambang Dwi Prasetyo Hattu, Neysa Feralda Husniyah, Estri Khidmatul Khadijah, Nur Sitti Laturrakhmi, Yun Fitrahyati Rachmat Kriyantono Reza Safitri Sinta Swastikawara Sujoko, Anang