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All Journal MetaCommunication; Journal Of Communication Studies Jurnal Ilmu Komunikasi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah RESLAJ: Religion Education Social Laa Roiba Journal
Ratih Pandu Mustikasari
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Kuasa Televisi dalam Sinetron: Tren Impor Tayangan Sinetron pada Televisi Swasta Hanna Nurhaqiqi; Ratih Pandu Mustikasari; Oktifani Winarti
JKOM Vol. 4 No. 1 (2021): JKOM
Publisher : JKOM

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Abstract

Kuasa Televisi dalam Sinetron: Tren Impor Tayangan Sinetron pada Televisi Swasta
DAMPAK PUBLISITAS NEGATIF CYBER ABUSE MELALUI TINDER PADA REMAJA DI KOTA SURABAYA Annisa Dwi Safitri; Zainal Abidin Achmad; Heidy Arviani; Saifuddin Zuhri; Ratih Pandu Mustikasari; Augustin Mustika Chairil
Metacommunication Journal of Communication Studies
Publisher : Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (4099.596 KB) | DOI: 10.20527/mc.v7i1.12679

Abstract

The existence of the online dating application Tinder has changed people's behavior patterns in terms of finding a mate. Tinder does make it easier to find a mate, but some people give a negative assessment. Many Tinder users abuse the app, causing negative publicity. For example, news about the mutilation incident in the Kalibata City apartment, fraud and theft of motorbikes in the city of Banyumas, and sexual predators using the Tinder application. This negative publicity can cause a change in the attitude of teenagers using Tinder. This study aims to describe the acceptance of teenagers in Surabaya to negative news about the Tinder application. This study uses a qualitative method with a virtual ethnographic approach. Data collection techniques through participant observation, and interviews with six informants. Reception analysis using the encoding-decoding model from Stuart Hall. The results showed that negative news about the Tinder application resulted in the emergence of anxiety and worry for its users. This educates Tinder users to be more careful and selective in choosing a mate (negotiated positional). This study concludes that negative publicity raises awareness among Tinder users that crime can take place through online dating apps. The Tinder app needs to be 18 years old to download and install. Teenage users need to be more aware of the potential for cyber abuse through Tinder.
Event Marketing Female Daily X Beauty dan Brand Loyalty Pengunjung Aliyyanabila Yuwono; Ratih Pandu Mustikasari
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 9 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i9.8837

Abstract

This study aims to describe the brand loyalty groups among visitors of Female Daily Network after attending the Female Daily X Beauty event marketing campaign. The research is grounded in the increasing significance of event marketing as a strategic communication tool, particularly within the beauty industry. More than just a promotional platform, this event serves as a curated brand experience designed to foster emotional bonds between consumers and the brand. Using the Theory of Consumption Value (TCV) by Sheth, Newman, and Gross (1991), the study explores how functional, emotional, social, epistemic, and conditional values derived from the event influence consumers’ loyalty. A descriptive quantitative method was applied, using a Likert-scale questionnaire distributed to 100 respondents who had previously attended the event. Data analysis was performed by calculating the mean, median, and mode for five brand loyalty indicators based on Aaker’s framework: switcher buyer, habitual buyer, satisfied buyer, liking the brand, and committed buyer. The results show that "liking the brand" had the highest score among respondents, indicating a strong emotional resonance and affinity toward Female Daily Network after the event. These findings suggest that well-executed event marketing can generate deep emotional loyalty, enhancing brand attachment beyond transactional relationships. In conclusion, the study affirms that event marketing, when designed with consumer value dimensions in mind, serves as an effective approach to strengthening long-term consumer-brand relationships. This is especially relevant in today’s experience-driven market where emotional connection plays a central role in influencing brand preference and consumer loyalty.
Hubungan Terpaan Konten Thread affiliate dengan Perilaku Impulsive buying Febilla Parindra; Ratih Pandu Mustikasari
Reslaj: Religion Education Social Laa Roiba Journal Vol. 7 No. 10 (2025): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v7i10.8984

Abstract

Affiliate thread content on social media has become an increasingly common marketing strategy, particularly in reaching active digital users. On platform X, affiliate threads are still frequently encountered by users and are typically presented in the form of persuasive narratives combined with attractive product visuals. This format has the potential to influence users emotionally and trigger spontaneous purchasing behavior. This study aims to examine the relationship between the intensity of exposure to affiliate threads and users’ impulsive buying behavior, while also exploring how consumer decision-making processes can be explained using the Elaboration Likelihood Model (ELM). This research applies a quantitative approach using a survey method involving 100 respondents who are active users of platform X and have previously read or made purchases through affiliate threads. The exposure variable was analyzed through three main indicators: frequency, duration, and attention. Meanwhile, the impulsive buying variable was examined through four components: spontaneity, compulsive urge, emotional involvement, and disregard for consequences. Data analysis was conducted using the Spearman Rank correlation test. The findings show a very strong and significant relationship between exposure to affiliate thread content and impulsive buying behavior. The peripheral route was found to be the dominant path in explaining purchase decisions, evident in the strong influence of product visuals, narrative appeal, and ease of access to purchase links. However, a small number of respondents also showed signs of central route processing, particularly when evaluating product usefulness and financial impact. These results indicate that both routes in ELM remain relevant in understanding impulsive consumer behavior in the digital age.
Co-Authors Aliyyanabila Yuwono Annisa Dwi Safitri Augustin Mustika Chairil Febilla Parindra Hanna Nurhaqiqi Heidy Arviani Krisna Rendi Awalludin Oktifani Winarti Zainal Abidin Achmad