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All Journal Syntax Literate: Jurnal Ilmiah Indonesia Syntax Idea INFOKUM Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Business Economic, Communication, and Social Sciences Journal (BECOSS) Jurnal Penelitian Inovatif Jurnal Manajemen dan Perbankan (JUMPA) ASEAN Marketing Journal Innovative: Journal Of Social Science Research Glosains: Jurnal Sains Global Indonesia
Rahyadi, Irmawan
Bina Nusantara University
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Subliminal Brand Messages on Apple’s Data Privacy Campaign in Peirce’s Semiotics Lazuardi, Muhammad Azhar; La Mani; Oktaviana, Cantika Nur; Darmayanti, Ni Putu Sari; Rahyadi, Irmawan
Jurnal Manajemen dan Perbankan (JUMPA) Vol 12 No 1 (2025): Jurnal Manajemen dan Perbankan (JUMPA)
Publisher : Sekolah Tinggi Ilmu Ekonomi Y.A.I - Jakarta - Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55963/jumpa.v12i1.756

Abstract

This research investigates the impact of hidden messages in soft-sell advertisements on consumers' perception, trust, and intention to behave towards brands, and focuses on the implications of data security and reliability. This study, a descriptive qualitative methodology combined with Charles Sanders Peirce’s semiotic analysis framework, delves into visual elements, storytelling, and advertising contexts showcased in Apple’s ad as focal points that illuminate pressing data security challenges today. The research addresses the gaps identified in prior investigations regarding the presence of subliminal cues in advertisements, illustrating that emotional engagement and subtle persuasion can bolster brand presence and distinction within the technology sector. The outcomes effectively portray its product ecosystem as a reliable data security option, underlining the significance of safeguarding personal data. Furthermore, Apple adeptly illustrates its comprehension of product placement as a strategy rooted in subliminal messaging for marketing purposes. Implies that businesses can enhance consumer trust through narrative branding and the incorporation of semiotic elements to communicate brand messages discreetly, such as assurances of data protection. Moreover, embedding products within a narrative framework has proven beneficial for boosting brand recall, emotional connection, and customer loyalty are key elements for sustaining enduring relationships with consumers who increasingly prioritize privacy. Abstrak - Penelitian ini bertujuan untuk menganalisis bagaimana pesan subliminal dalam iklan soft-selling dapat mempengaruhi persepsi, kepercayaan, dan intensi perilaku konsumen terhadap merek, khususnya terkait proposisi nilai keamanan dan keandalan data. Dengan pendekatan analisis descriptive qualitative technique dan semiotika Charles Sanders Peirce, penelitian ini mengkaji simbol visual, narasi, dan situasi periklanan dalam iklan. Apple sebagai objek kajian yang menyoroti isu keamanan data yang relevan saat ini. Penelitian ini mengisi celah studi sebelumnya terkait keberadaan sinyal subliminal dalam iklan, serta menunjukkan bagaimana resonansi emosional dan persuasi tidak langsung dapat memperkuat positioning dan diferensiasi merek dalam pasar teknologi. Hasil penelitian Apple secara efektif menunjukkan ekosistem produknya sebagai solusi keamanan data yang dapat dipercaya, menyoroti pentingnya menjaga privasi data. Apple juga berhasil menunjukkan pemahaman tentang penempatan produk sebagai pendekatan pemasaran berbasis pesan bawah sadar. Implikasi dari studi ini menunjukkan bahwa perusahaan dapat membangun kepercayaan konsumen melalui branding naratif dan penggunaan elemen semiotik untuk menyampaikan pesan merek secara halus, seperti jaminan privasi data. Selain itu, penempatan produk dalam alur cerita terbukti efektif meningkatkan daya ingat merek, keterlibatan emosional, dan loyalitas pelanggan, faktor penting dalam menjaga hubungan jangka panjang dengan konsumen.
Analysis The Influence Of Outlet Location And Halal Certification On Ice Cream Product Agustina, Debora; Irawan, Dhea Amelia; Azzahra, Almira Danella; Mani, La; Rahyadi, Irmawan
Innovative: Journal Of Social Science Research Vol. 4 No. 2 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i2.10034

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh lokasi gerai dan sertifikasi halal terhadap kesadaran merek dan keputusan pembelian produk es krim. Latar belakang masalah penelitian ini bermula dari meningkatnya persaingan bisnis kuliner es krim yang diimbangi dengan tingginya minat masyarakat terhadap produk es krim. Dengan adanya permasalahan tersebut tentunya menuntut perusahaan X sebagai perusahaan es krim yang baru memulai usahanya di Indonesia beberapa tahun terakhir untuk lebih memperkuat strategi pemasaran produknya yang mencakup faktor kesadaran merek dan keputusan pembelian. Penggunaan teori sikap dan teori persuasif akan membantu peneliti dalam menyelidiki permasalahan yang ada. Jumlah responden yang terlibat dalam penelitian ini adalah 400 orang yang merupakan konsumen Mixue dan pernah membeli produk tersebut minimal satu kali. Teknik pengambilan sampelnya adalah purposive sampling. Dengan menggunakan teknik analisis Partial Least Squares Structural Equation Modeling (SEM-PLS). Berdasarkan hasil perhitungan menggunakan software PLS-SEM versi 3.0 diperoleh bahwa variabel Lokasi (X1), Sertifikasi Halal (X2) mempunyai pengaruh positif signifikan terhadap kesadaran merek dan keputusan pembelian pada produk es krim dan Kesadaran Merek (Z ) mempunyai pengaruh positif signifikan terhadap keputusan pembelian produk es krim.
From Fashion to Electronics: Analyzing Shopee Indonesia Email Marketing Content Across Different Product Categories Rahayu, Tri Anita; Rahyadi, Irmawan; La Mani, La Mani
ASEAN Marketing Journal Vol. 17, No. 2
Publisher : UI Scholars Hub

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

Abstract

This study explores the email marketing content employed by Shopee Indonesia across various product categories, including fashion, health & beauty, electronics, digital products, and home & living. By analyzing the variations in themes, messaging, and promotional tactics, the research aims to understand how Shopee Indonesia customizes its email content to optimize engagement and conversion rates across these diverse categories. The findings reveal that Shopee Indonesia employs distinct content strategies tailored to the specific characteristics and consumer preferences associated with each category, highlighting the platform's strategic approach to targeted marketing.
The Role of Impulsive Buying in Shaping Gen Z’s Blind Box Repurchase Behavior Alvi Nuraini; Irmawan Rahyadi
Glosains: Jurnal Sains Global Indonesia Vol. 7 No. 2 (2026): Glosains: Jurnal Sains Global Indonesia
Publisher : Sekolah Tinggi Agama Islam Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59784/glosains.v7i2.726

Abstract

Background: Empirical studies on blind box consumption among Generation Z in Indonesia remain limited, particularly regarding the combined roles of curiosity, product variety, and Fear of Missing Out (FoMO) in shaping impulsive buying and repurchase intention. Objective: This study aims to examine the effects of curiosity, product variety, and FoMO on repurchase intention, with impulsive buying as a mediating variable among Generation Z blind box consumers in Jakarta. Methods: A quantitative research design was employed using non-probability purposive sampling targeting Generation Z consumers in Jakarta who had prior blind box purchasing experience. A total of 413 valid responses were collected via an online questionnaire, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: The findings indicate that FoMO exerts a significant indirect influence on repurchase intention via impulsive buying (t = 2.611 > 1.96). These results underscore the importance of psychological triggers in the blind box industry and provide valuable insights for marketers in leveraging curiosity and social influence to enhance consumer retention. Conclusion: This study confirms that curiosity, product variety, and FoMO positively influence impulsive buying, which in turn significantly predicts repurchase intention among Generation Z blind box consumers in Jakarta. These findings offer actionable implications for marketers seeking to leverage psychological triggers and experiential retail strategies to sustain consumer loyalty.
Co-Authors Alvi Nuraini Amelia Irawan, Dhea Andri, Mohammad Faizal Aulia, Mirna Ayuningtyas, Chandra Dyah Azzahra, Almira Danella Cristin, Sarah Danella Azzahra, Almira Darmayanti, Ni Putu Sari Debora Agustina, Debora Fransiska, Mita Griselda utami Irawan, Dhea Amelia Joshua Hezekiah Kairupan La Mani LA MANI, LA La Mani, La Mani Lazuardi, Muhammad Azhar Matthew Austin Naibaho Mirna Aulia Myanya Khintan Sabrina Nadia Novita Risky Oktaviana, Cantika Nur Pradana, Nawfal Oktavialdi Priskha Dewi, Olivia Rahayu, Tri Anita Rara Andica Oyza Sativa Sari, Mila Sarnoto, Natan Ekaputera Siti Nurhayati Arista Winda Pratiwi Yuanita Eka lestary