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All Journal Journal of Economic, Bussines and Accounting (COSTING) Journal of Education, Humaniora and Social Sciences (JEHSS) Jurnal Mantik JURNAL LENTERA BISNIS Jurnal Ilmu Pemerintahan, Administrasi Publik, dan Ilmu Komunikasi (JIPIKOM) Akrab Juara : Jurnal Ilmu-ilmu Sosial Jurnal Ilmu Sosial dan Ilmu Politik Malikussaleh (JSPM) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Ipteks Terapan : research of applied science and education Jurnal Minfo Polgan (JMP) Jurnal Telangke Ilmu Komunikasi (Telangke) Formosa Journal of Multidisciplinary Research (FJMR) Jurnal Kesejahteraan Sosial, Komunikasi dan Administrasi Publik Jurnal bintang manajemen Mount Hope Global Economic Journal IJMA Mount Hope Management International Journal OPINI: Journal of Communication and Social Science Investasi : Inovasi Jurnal Ekonomi Dan Akuntansi Social Sciences and Humanities Reviews
Ara Auza
Universitas Medan Area
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Neuroscience Nursing Physics Public Health Social Sciences Veterinary Other

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Analisis Strategi Penggunaan Digital Marketing dalam Meningkatkan Penjualan : (Studi Kasus pada UMKM Alfa di Kota Medan) Torang Daud Panjaitan; Mohd. Nawi Purba; Ara Auza
Jurnal Bintang Manajemen Vol. 3 No. 1 (2025): Jurnal Bintang Manajemen (JUBIMA)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jubima.v3i1.3796

Abstract

Social media marketing expands market reach through platforms such as Instagram, Facebook, and TikTok, while video marketing displays products more attractively on TikTok, Instagram Reels, or YouTube to increase customer engagement. Social media analytics functions to analyze customer data, measure campaign effectiveness, and optimize promotional strategies to be more targeted. This research used a quantitative method with 100 samples from Medan Selayang District using the cluster sampling method. The research results show that social media marketing has a positive and significant effect on increasing sales (t-statistics 6.249 > 1.66, p-values ​​0.000), while video marketing has no significant effect (t-statistics 0.784 < 1.66, p-values ​​0.433). Social media analytics has a positive and significant influence (t-statistics 2.589 > 1.66, p-values ​​0.010). Adjusted R-Square of 0.482 shows that 48.2% of the variation in the increase in MSME sales is explained by these three variables, while 51.8% is influenced by other factors outside this research.
Pengaruh Media Sosial Dating Apps Bumble terhadap Perilaku Menyimpang pada Remaja di Universitas Medan Area Hutagaol, Camelia Chairunissa; Auza, Ara
Jurnal Ilmu Pemerintahan, Administrasi Publik, dan Ilmu Komunikasi (JIPIKOM) Vol 7, No 2 (2025): JIPIKOM OKTOBER
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/jipikom.v7i2.6143

Abstract

The use of online dating applications such as Bumble is becoming increasingly popular among teenagers and young adults, offering convenience in building social relationships. However, these applications also have the potential to encourage deviant behavior that can impact users' social and psychological well-being. This study aims to analyze the influence of Bumble usage on deviant behavior among teenagers at Universitas Medan Area using a qualitative approach through in-depth interviews. The findings indicate that, besides being used to find romantic partners, Bumble is also utilized for entertainment and expanding social networks. However, several forms of deviant behavior were identified, including identity manipulation, emotional exploitation, and an increased risk of casual relationships. Additionally, excessive reliance on online communication may reduce face-to-face social interaction skills. These findings highlight the importance of digital literacy and stricter policies from app developers to minimize negative impacts. This study contributes to the fields of communication and sociology while providing insights for educators, parents, and app developers in understanding the dynamics of teenage social interactions in the digital era.
LANGUAGE, EMOTION, AND ALGORITHMS: THE DYNAMICS OF COMMUNICATION IN THE SOCIAL MEDIA ERA Ria Wuri Andary; Ara Auza
Akrab Juara : Jurnal Ilmu-ilmu Sosial Vol. 10 No. 3 (2025): Agustus
Publisher : Yayasan Azam Kemajuan Rantau Anak Bengkalis

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

Abstract

The social media phenomenon has transformed the way humans communicate. Algorithms, inherent in each platform, play a crucial role in shaping the information users receive, often prioritizing content that triggers emotional responses. This study aims to analyze the dynamics of communication in the social media era through the diverse interactions between language, emotion, and algorithms. Using a descriptive narrative literature review approach, this study examines how language evolves on social media, the role of emotion in content virality, and how algorithms reinforce emotional polarization. The results show that language on social media tends to be more concise, visual, and emotionally expressive, with a predominant use of emojis, abbreviations, and hyperbolic style. Emotions, particularly strong ones such as anger or emotion, have been shown to be key drivers of content virality, which are then amplified by algorithms to increase user engagement. This interaction creates a cycle in which algorithms select emotional language, generate viral content, and in turn, encourage users to imitate that communication style, forming a new digital communication culture. The conclusion of this study is that language, emotion, and algorithms mutually reinforce each other in shaping the way digital communication is perceived, with significant implications for digital literacy and communication ethics. Therefore, the development of more ethical and socially conscious algorithms is necessary to create a healthier digital space.
The Value of Islamic Religiosity in the Migration of Admiral Cheng Ho in Archipelago, Indonesia Auza, Ara; Andary, Ria Wuri; Tamsil, Ilma Saakinah
Formosa Journal of Multidisciplinary Research Vol. 3 No. 1 (2024): January 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v3i1.7525

Abstract

This research aims to explain the value of Islamic religiosity in Admiral Cheng Ho's migration to Nusantara, Indonesia. This research uses library research. The descriptive analysis method collects, compiles, analyzes, and draws conclusions. The results showed that China communicated Islamic culture as an effective way to be accepted in the archipelago. The migration step of Chinese diplomacy through Admiral Cheng Ho is said to have reflected the "Clean Diplomacy" diplomacy theory by emphasizing that diplomacy focuses not only on the ends but also on the means, and all negotiation processes are equally important. The value of religiosity in life practiced by Admiral Cheng Ho, believing in Allah SWT, appreciating, and respecting the people in the archipelago, illustrates the behavior of loyalty to the Chinese ruler by spreading Islam in the archipelago through trade routes.
THE INFLUENCE OF POLITICAL FIGURES ON GOLKAR PARTY'S VICTORY IN THE 2024 LEGISLATIVE ELECTIONS IN NORTH SUMATRA PROVINCE Fuad Putera Perdana Ginting; Ara Auza; Fernanda Putra Adela
OPINI: Journal of Communication and Social Science Vol. 2 No. 1 (2025): March
Publisher : Academic Solution Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70489/gxfc1285

Abstract

This study aims to analyze the influence of political figures on the victory of the Golongan Karya (Golkar) Party in the 2024 Legislative Election in North Sumatra Province. The study focuses on the role of Musa Rajekshah (Bang Ijeck) as the Chairperson of the Regional Leadership Council (DPD) of Golkar North Sumatra, who is considered successful in mobilizing public support through social capital, a positive public image, and effective political communication strategies. This research employs a quantitative method using a multiple linear regression approach, involving 400 respondents selected through a stratified purposive sampling technique. Data were collected using a Likert-scale questionnaire and analyzed through validity, reliability, and classical assumption tests, followed by hypothesis testing. The results show that political figures have a positive and significant effect on voters’ decisions, with a coefficient value of 0.414, a t-value of 8.861, a significance level of 0.000, and a contribution of 61% (R² = 0.610). These findings confirm that local political figures can be a key factor in winning elections, even without support from national figures or the dominance of money politics practices. The practical implication of this study highlights the importance for political parties to maintain and develop the image of political figures who possess integrity, strong capacity, and emotional closeness to the community, supported by adaptive communication strategies tailored to different voter segments.
PENGARUH DIGITAL MARKETING, BRAND AWARENESS, DAN INOVASI PRODUK TERHADAP DAYA SAING UMKM TOKO ROTI GOLDEN ROSE DI KECAMATAN MEDAN TEMBUNG Jaya, Stefanie Lean; Purba, Mohd. Nawi; Auza, Ara
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2230

Abstract

MSMEs are an important sector in supporting the national economy and are required to be able to adapt to changes in consumer behavior that increasingly rely on information technology, especially the internet. required to be able to adapt to changes in consumer behavior that increasingly rely on information technology such as digital marketing, especially the Golden Rose Bakery located in Medan Tembung. In addition, brand awareness and product innovation are also important factors in determining the competitiveness of a business. High-quality products will not be able to survive in the market if they are not accompanied by brand strength that is easily recognizable and remembered by consumers. The purpose of this research is to test whether the Influence of Digital Marketing, Brand Awareness, and Product Innovation on the Competitiveness of Golden Rose Bakery MSMEs in Medan Tembung District.This study uses primary data and secondary data and uses quantitative descriptive methods, because this study focuses on hypothesis testing with numerical data and statistical analysis by having a sample of 112 respondents using SEM analysis. The results of the research on the Influence of Digital Marketing, Brand Awareness, and Product Innovation on the Competitiveness of MSMEs Golden Rose Bakery in Medan Tembung District achieved the desired results. Therefore, it can be concluded that Digital Marketing affects the competitiveness of MSMEs, Brand Awareness affects the competitiveness of MSMEs, and Product Innovation affects the competitiveness of MSME. 
Uses and Gratifications Media Sosial Instagram sebagai Sarana Komunikasi Universitas (Analisis Kualitatif Akun @official.usu Tahun 2025) Zulfahmi Purba; Rehia K. Isabella Barus; Ara Auza
Telangke:Jurnal Telangke Ilmu Komunikasi Vol. 8 No. 1 (2026): Januari :Jurnal Telangke Ilmu Komunikasi
Publisher : Universitas Gajah Putih

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55542/jeae8b44

Abstract

Penelitian ini menganalisis peran Instagram sebagai sarana komunikasi institusi Universitas Sumatera Utara dalam memenuhi kebutuhan audiens melalui perspektif Uses and Gratifications, dengan objek akun Instagram @official.usu sepanjang tahun 2025. Pendekatan yang digunakan adalah kualitatif deskriptif, dengan data berupa dokumentasi konten dan engagement seperti likes, comments, shares, dan saves yang dikumpulkan melalui teknik dokumentasi terhadap seluruh unggahan selama periode tersebut. Data kemudian diklasifikasikan berdasarkan jenis dan tema konten, serta dianalisis untuk mengidentifikasi pola keterlibatan audiens dan diinterpretasikan menggunakan perspektif Uses and Gratifications. Hasil penelitian menunjukkan bahwa Instagram @official.usu tidak hanya berfungsi sebagai media informasi, tetapi juga mampu memenuhi kebutuhan audiens dalam hal informasi, hiburan, serta integrasi dan interaksi sosial. Tingginya engagement dan respons positif audiens menunjukkan bahwa konten yang disajikan telah relevan dengan kebutuhan mereka. Penelitian ini menyimpulkan bahwa komunikasi institusi di era digital tidak hanya ditentukan oleh jangkauan dan interaksi, tetapi juga oleh kualitas konten dalam membangun makna bagi audiens.
Pengaruh Word Of Mouth, Media Sosial dan Promosi Terhadap Minat Beli Konsumen Pada PT Capella Dinamik Nusantara Janson Wijaya; Mohd. Nawi Purba; Stanley Wijaya; Ara Auza
INVESTASI : Inovasi Jurnal Ekonomi dan Akuntansi Vol. 4 No. 2 (2026): Artikel Penelitian
Publisher : Soratekno Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59696/investasi.v4i2.247

Abstract

Perkembangan teknologi informasi dan komunikasi mendorong perubahan strategi pemasaran perusahaan, khususnya dalam memengaruhi minat beli konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Word of Mouth (WOM), Media Sosial, dan Promosi terhadap minat beli konsumen pada PT Capella Dinamik Nusantara. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Data diperoleh melalui penyebaran kuesioner kepada 100 responden yang merupakan konsumen PT Capella Dinamik Nusantara. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa secara parsial, Word of Mouth dan Promosi berpengaruh positif dan signifikan terhadap minat beli konsumen, sedangkan Media Sosial tidak berpengaruh signifikan. Secara simultan, ketiga variabel tersebut memiliki pengaruh yang kuat terhadap minat beli konsumen dengan nilai R² sebesar 0,890, yang berarti bahwa 89% variasi minat beli konsumen dapat dijelaskan oleh ketiga variabel tersebut. Selain itu, Word of Mouth merupakan variabel yang memiliki pengaruh paling dominan terhadap minat beli konsumen. Hasil penelitian ini diharapkan dapat memberikan kontribusi praktis bagi perusahaan dalam merumuskan strategi pemasaran yang lebih efektif, khususnya dengan mengoptimalkan Word of Mouth dan promosi, serta menjadi referensi akademik bagi penelitian selanjutnya di bidang pemasaran dan perilaku konsumen.
Pengaruh Penanganan Keluhan, Komunikasi Pemasaran dan Kepercayaan Terhadap Loyalitas di PT Jati Jaya Lestari Selly Noverina; Ferderich Apriadi Alexander; Mohd. Nawi Purba; Ara Auza
Jurnal Minfo Polgan Vol. 13 No. 2 (2024): Artikel Penelitian
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v13i2.14071

Abstract

Perusahaan harus mempertimbangkan faktor-faktor yang mempengaruhi loyalitas pelanggan untuk meningkatkan penjualan karena loyalitas pelanggan sangat penting bagi mereka. Pengaruh penanganan keluhan, komunikasi pemasaran, dan kepercayaan pelanggan di PT Jati Jaya Lestari adalah tujuan penelitiannya. Metode deskriptif kuantitatif yang dipakai. Sampel dikumpulkan secara acak. Total sampel yang dipakai dihitung memakai rumus Cochran; totalnya 96 sampel. Data didapatkan menggunakan kuesioner yang diberikan untuk peserta. Untuk menganalisis data, penelitian ini menerapkan uji validitas, reliabilitas, asumsi klasik, analisis regresi linier berganda, koefisien determinasi, dan uji F dan T. Hasilnya menggambarkan bahwa, variabel penanganan keluhan, komunikasi pemasaran, dan kepercayaan berpengaruh secara parsial dan simultan terhadap loyalitas pelanggan di PT Jati Jaya Lestari. Jumlah variabel bebas yang memengaruhi loyalitas adalah 72,7%, variabel luar penelitian memengaruhi 27,3%.
Student Perceptions of Criticism Ethics on Instagram: A Case Study of @Medantalk Firman Firman; Effiati Juliana Hasibuan; Ara Auza
Social Sciences and Humanities Reviews Vol. 1 No. 2 (2025): Social Sciences and Humanities Reviews
Publisher : CV. DYOQU PUBLISHING MANAGEMENT

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64780/sshr.v1i2.57

Abstract

Background: The development of social media as a digital public space has changed the way individuals express opinions, including in the form of criticism. However, not all criticisms submitted meet the rules of communication ethics, thus giving rise to the phenomenon of offensive and unconstructive comments. Aims: This study aims to find out how Communication Science students of the University of Medan Area perceive the ethics of criticism on Instagram social media, especially on @Medantalk accounts which are often a public discussion space. Methods: This study uses a descriptive qualitative approach with interview and observation methods. Informants were selected by purposive sampling from active students who use Instagram. The data were analyzed using Miles and Huberman's interactive analysis techniques. Result: The results of the study show that most students have a negative perception of the practice of criticism on social media today. They assessed that many comments were not delivered politely, were not objective, and often contained hate speech. Conclusion: This perception shows the need to increase ethics-based digital literacy among students. In addition, learning digital communication ethics needs to be strengthened so that social media can become a healthy and constructive space for criticism.
Co-Authors Benny Anggara Bimby Hidayat Chelena gweendolyn Dian Pertiwi Effiati Juliana Hasibuan Elaine Kang Felise, Albert Ferderich Apriadi Alexander Fernanda Putra Adela Firman Firman Fuad Putera Perdana Ginting ginting, Ebenezer Herlina Fransiska Br Tarigan Hutagaol, Camelia Chairunissa Ilma Saakinah Tamsil Janson Wijaya Jaya, Stefanie Lean Kevin M Rizwan Mohd Nawi Purba Mohd. Nawi Purba Mohd. Nawi Purba Muhammad Yalzamul Insan Mulyadi Mulyadi Purba , Mohd. Nawi Purba, Mohd. Nawi Purba, Mohd. Nawi Rehia Karenina Isabella Barus Ria Wuri Andary Riko Alexsander Manalu Riyo Pramono Garcia Selly Noverina Sinta Romarito Tampubolon Stanley Wijaya Sugiarto Sugiarto Torang Daud Panjaitan Windy Laudya Zahrawi, Muhammad Zulfahmi Purba