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All Journal ETTISAL Journal of Communication ELS Journal On Interdisciplinary Studies in Humanities PRoMEDIA JISIP: Jurnal Ilmu Sosial dan Pendidikan PERSPEKTIF Socius (Jurnal Pendidikan dan Pembelajaran Ilmu Pengetahuan Sosial) (Edisi Elektronik) Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Jurnal Kajian Komunikasi dan Pembangunan Daerah Komunika: Jurnal Ilmu Komunikasi Journal of Communication Studies Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya Jurnal Studi Ilmu Sosial dan Politik Inspirasi Dunia: Jurnal Riset Pendidikan dan Bahasa Riwayat: Educational Journal of History and Humanities RESLAJ: Religion Education Social Laa Roiba Journal Journal of Islamic Communication Studies
Mustiawan
Universitas Muhammadiyah Prof. DR. HAMKA
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Account Persuasive Communication @kuliner_laper in Building Culinary Choice Preferences of TikTok Viewers Alif Rendi; Mustiawan; Gilang Kumari Putra
Journal of Communication Studies Vol. 5 No. 1 (2025): JCS: Journal of Communication Studies
Publisher : Program Studi Komunikasi dan Penyiaran Islam, Fakultas Dakwah, Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/jcs.v5i1.7277

Abstract

This research is based on the phenomenon of utilizing TikTok as a medium to introduce various culinary options to viewers. This study aimed to understand the persuasive communication carried out by the account @kuliner_laper in building TikTok viewers' culinary preferences. This study used a descriptive qualitative approach. Data collection techniques were performed through interviews, observations, and documentation. The Miles and Huberman model was used for data analysis, which consists of data reduction, data presentation, and conclusion drawing. De Fleur and Ball-Rokeach theory of persuasive communication strategies Ball Roceach, which consists of three strategies, serves as the researchers' reference. The research results show that persuasive communication in the psychodynamic strategy is carried out by providing visual displays of culinary items and the selection of persuasive words, while persuasive communication in the sociocultural persuasion strategy is carried out by adopting the momentum of culinary content trends on TikTok. Additionally, the mention of regional names is part of this strategy. Persuasive communication in the meaning construction strategy is carried out by conveying information that builds the audience's knowledge about culinary products
Experiential Marketing Communication of 33RPM Store in Efforts to Retain Vinyl Record Enthusiasts Rafaelino, Berwyn Muhammad; Mustiawan, Mustiawan; Yuliani, Magvira
JISIP: Jurnal Ilmu Sosial dan Pendidikan Vol 9, No 3 (2025): JISIP (Jurnal Ilmu Sosial dan Pendidikan) (Juli)
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/jisip.v9i3.8946

Abstract

This study aims to analyze the marketing communication strategy using an experiential marketing approach implemented by 33RPM store in retaining vinyl record enthusiasts amidst the digitalization of the music industry. Employing a descriptive qualitative approach with a case study method, data were collected through in-depth interviews, observation, and documentation involving the store owner, staff, and customers. The results indicate that 33RPM integrates the five elements of experiential marketing: sense, feel, think, act, and relate into its marketing communication strategy. This approach successfully creates a holistic experience that engages the sensory, emotional, cognitive, behavioral, and social aspects of consumers. The store’s unique atmosphere, warm personal interactions, educational approach, interactive experiences, and involvement in the community are key factors in building customer loyalty. These findings affirm that experiential marketing communication is not only effective in attracting consumer attention but also in fostering long-term engagement, helping maintain the existence of physical stores amid the dominance of digital music services. However, this study is limited by the scope of its subject; therefore, future research is recommended to include a broader range of subjects for comparison, in order to produce more objective and comprehensive results.
Resepsi Khalayak Gen Z Berbasis Gender Tentang Skincare Lokal Overclaim Dalam Tayangan Youtube Denny Sumargo: Terlalu Berani Zanah, Saniyati Raudatul; Mustiawan, Mustiawan; Putra, Gilang Kumari
Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya Vol 4 No 2 (2025): Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya - JPPISB
Publisher : LPPM Universitas Dharma Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jppisb.v4i2.2087

Abstract

Reception to the Denny Sumargo YouTube broadcast episode is too bold, raising the issue of local skincare that makes excessive claims on skincare product ingredients. The increasing use of skincare products, so that some have felt the side effects of overclaimed skincare. As felt by a TikToker named Tya from Kalimantan who experienced skin cancer such as black spots. Gen Z is the most active group in consuming skincare products. This study aims to understand how the Gen Z audience in Jakarta actively receives and interprets messages on Denny Sumargo's YouTube broadcast. The study used a qualitative method with a reception analysis approach through the encoding and decoding model from Stuart Hall. Informants were selected in a planned manner from the South Jakarta Karang Taruna administrators, male and female. The results showed that informants did not receive messages passively. Several informants showed dominant acceptance, namely agreeing with the contents of the message and supporting criticism of the practice of overclaim. Other informants showed negotiation and opposition acceptance, namely questioning the motives behind the broadcast and assessing that the content was subjective.
Representasi Kekerasan Domestik Dalam Keluarga Pada Film Tarian Terakhir saputro, fiqi; Setiawati, Titin; Mustiawan, Mustiawan
Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya Vol 4 No 2 (2025): Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya - JPPISB
Publisher : LPPM Universitas Dharma Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jppisb.v4i2.2154

Abstract

This study examines how domestic violence, particularly against children, is portrayed in the film Tarian Terakhir (The Last Dance). This film was chosen because it presents an emotional story that is close to social reality, where violence is often hidden behind the walls of the home. A qualitative approach was used with content analysis to analyze six main scenes that depict physical and psychological violence. The results of the study indicate that violence in the film is not only a dramatic element but also reflects power imbalances within family relationships. This finding is supported by data from SIMFONI-PPA and KPAI in 2024, which show high rates of violence against children. Based on media content theory, the film is understood as a medium that shapes public understanding and critiques the normalization of violence. However, this study has limitations as it only analyzes one film and does not involve the perspectives of victims or experts. Therefore, it is recommended that future research adopt a cross-media and multidisciplinary approach to examine the representation of violence within families more broadly and deeply.
The Psychology of Communication in Constructing the Self-Concept of Crossdressing Cosplayers Ardiansyah, Muhammad Rafli; Mustiawan; Tiara, Andys
Journal of Communication Studies Vol. 5 No. 2 (2025): JCS: Journal of Communication Studies
Publisher : Program Studi Komunikasi dan Penyiaran Islam, Fakultas Dakwah, Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/jcs.v5i2.7699

Abstract

This study analyzes how communication psychology plays a role in shaping the self-concept of individuals who practice cross-dressing within the cosplay community in Indonesia. This phenomenon gives rise to complex identity dynamics, as it directly intersects with cultural norms that tend to be conservative toward non-binary gender expressions. The study employed a qualitative approach with a descriptive method. Informants were selected using purposive sampling techniques based on their consistency in cross-dressing cosplay and active involvement within the community. Data collection techniques included  in-depth interviews, participatory observation, and literature review. The results show that the psychological communication process in cross-dressing cosplay involves intrapersonal communication through identity reflection, social support from the community, and reinforcement from social media despite the presence of cultural conflicts and norms attached to gender issues. Crossdressing is positioned not merely as a form of artistic performance but as a symbolic strategy to express, test, and negotiate self-identity within a social space that is not yet fully inclusive. These findings confirm that self-identity is a communicative construct that is dynamic, contextual, and potentially subversive to dominant norms. This study makes an important contribution to the development of communication psychology studies in the domains of alternative identity expression and popular culture. The limitation of this research lies in the small number of participants and the narrow geographic scope; thus, further research with a larger participant base and multi-location approaches is necessary for more comprehensive results.
The Commodification of Fear on Nessie Judge's YouTube Channel Ariefaldy*, Muhammad Ilhan; Mustiawan, Mustiawan; Hariyati, Farida
Riwayat: Educational Journal of History and Humanities Vol 7, No 1 (2024): Januari, History of Education, and Social Science
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jr.v7i1.37488

Abstract

Nessie Judge is a well-known YouTube content creator in Indonesia with more than 10 million followers. Nessie Judge offers content discussing mysterious phenomena that can arouse the public's fear of world mystery phenomena that cannot yet be solved. Many audiences are unknowingly attracted to spending their time and money to immerse themselves in content with this fear, which leads to exploitation and commodification activities. This research uses Vincent Mosco's Political Economy of Communication theory to determine what forms of commodification of fear exist on Nessie Judge's YouTube channel. This research has a critical paradigm and uses a content analysis method to process the data that has been collected and then analyze the forms of commodification that exist on Nessie Judge's YouTube channel by collecting observations of several of Nessie Judge's most watched content and its interactions with the audience in it. comments section and literature study of research on Nessie Judge. The results of this research show that this content is packaged in such a way as to arouse the audience's fear so that the content has selling value, subscribers do not realize that their fear is used as an element to enable the content creator to reap profits.
Storytelling Marketing Communication Dalam Membangun Engagement Pada Nano Influencer Tiktok @Tenscoffeeid Cahyaningrum, Nabila Pramudhita; Prasetya, Hendri; Mustiawan, Mustiawan
Jurnal Studi Ilmu Sosial dan Politik Vol. 5 No. 1 (2025): Juni
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jasispol.v5i1.5004

Abstract

Purpose: TikTok has become one of the most influential marketing platforms, enabling brands to connect with audiences through short-form, narrative-driven content. For small brands and nano-influencers, storytelling is essential to stand out and build engagement. This study examines how the TikTok account @tenscoffeeid applies storytelling as a marketing communication strategy to engage its primarily student audience and explores how digital storytelling fosters emotional connections and promotes products effectively. Methodology/approach: This research used a qualitative case study approach. Data were collected through in-depth interviews, observation, documentation, and a literature review. Informants included the brand owner, account manager, and active audience members. Results/findings: The study found that the narrative-based content on @tenscoffeeid’s TikTok successfully created emotional connections with viewers and encouraged greater audience interaction. The storytelling strategy strengthened the brand’s identity and encouraged active participation from the audience through three key dimensions: consumption, contribution, and creation. Conclusions: Storytelling on @tenscoffeeid’s TikTok fosters engagement by aligning narratives with students’ experiences, responding to trends, and applying data-driven content planning. These findings show the potential of narrative strategies for small brands to build lasting audience relationships. Limitations: Focusing on student audiences may limit applicability to other groups, and cultural or platform differences were not examined. Contribution: This study contributes to the field of marketing communication and digital media studies by showing how storytelling on TikTok can be an effective tool for nano-influencers and small brands to build engagement. It provides insights for marketers, and and researchers in social media engagement and digital branding.
Komunikasi Persuasif Coffee Shop melalui Strategi Experiential Marketing Muhammad Alwan Hanif; Mustiawan; Nurlina Rahman
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 9 No 1 (2025): JANUARI-MARET 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v9i1.3356

Abstract

This study is a study of persuasive communication strategies conducted by Niskala Coffee. Through experiential marketing, Niskala Coffee builds relationships through emotional engagement and enhances consumer experience. This phenomenon is explored using a qualitative approach with a case study method, data using interviews, observations, and documentation. Data analysis was carried out in three stages, namely reduction, presentation, and conclusion with data triangulation to maintain data validity. The results of the study indicate the success of the application of experiential marketing elements (sense, feel, think, act, and relate) in forming a unique consumer experience that is complemented by the influence of the natural environment, in this case the nearby lake, which is directly relevant to Niskala Coffee. This practice builds an intimate relationship and helps enhance the customer journey. Although contextualized to a specific setting, the evidence from this study provides a unique contribution to the development of experiential marketing in nature-based food businesses
Soft Masculinity Sebagai Tren Laki-Laki Masa Kini Latifah Sayyidah Amir; Mustiawan; Tellys Corliana
Reslaj: Religion Education Social Laa Roiba Journal Vol. 7 No. 4 (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.v7i4.7483

Abstract

This research looks at the phenomenon of soft-masculinity in Somethinc advertisements. The advertisement represents a different concept of masculinity from traditional masculinity, which displays a softer male figure in appearance. Our research aims to describe the interpretation of the meaning of soft-masculinity as a trend for men today. The research uses a qualitative approach and semiotic analysis method of Charles Sanders Peirce model to examine the meaning contained in a reality without changing its essence. The analysis is done through observation and documentation, by interpreting the signs that appear in the object of research. This analysis focuses on five specific scenes in the advertisement that show the concept of soft-masculinity. The results confirm that there are eleven signs of soft-masculinity that undermine the meaning of traditional masculinity, namely: soft-colored clothes, looking in the mirror, wearing earrings, hair with bangs, body gestures, collar, dancing, plaint pants, taking care of the face, glowing face, and not having a mustache and beard. The results of this study conclude that advertisements try to open a space for discussion and construct a more inclusive concept of soft-masculinity, so these signs are widely used by men and have become a trend for men today. However, Indonesian society still maintains traditional masculinity. This research provides a clearer understanding of the concept of soft-masculinity.
Potential of Ambient Media Use as Advertising Media in the Future Mohamed Taffarul Rizky; Hendri Prasetya; Mustiawan Mustiawan
ELS Journal on Interdisciplinary Studies in Humanities Vol. 8 No. 1 (2025): MARCH
Publisher : Hasanuddin University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34050/els-jish.v8i1.43571

Abstract

Ambient media is proven to be more effective in attracting attention and increasing audience recall than conventional advertising so that it overcomes the challenge of ad fatigue in digital advertising. Based on these findings, ambient media has great potential as a more interactive, memorable and unobtrusive marketing strategy which makes it an innovative solution in the face of future advertising industry dynamics. Therefore, advertisers are expected to optimize the creative and experiential elements in the implementation of ambient media in order to enhance the appeal and effectiveness of their campaigns. The aim of this study is to explore the potential of ambient media as an innovative and effective advertising medium in the future. Using the Systematic Literature Review (SLR) method, this research analyzed various studies which discussed ambient media in marketing communication strategies. The results show that ambient media has the advantage of creating creative messages which rely on visual surprise, audience interaction, and integration with the environment, while being able to build emotional engagement through an Experiential Marketing approach that focuses on sensory, emotional, and social experiences.
Co-Authors Abdulah, Fikrah Alif Rendi Ardiansyah, Muhammad Rafli Ariefaldy*, Muhammad Ilhan Cahyaningrum, Nabila Pramudhita Corliana, Tellys Farida Hariyati Gilang Kumari Putra Hanif, Muhammad Alwan Haris, Thifal Fadhil Hariyati, Farida Hendri Prasetya Indra Wiguna Mahfud Iswahyu Pranawukir Karomah, Intan Latifah Sayyidah Amir Mahardhika, Jibril Wahyu Mohamed Taffarul Rizky Muhammad Alwan Hanif Nurlina Rahman Nurlina Rahman, Nurlina Octaviana, Rizka Prasetya, Hendri Putra, Gilang Kumari Rafaelino, Berwyn Muhammad Risang Abdhi Sanjaya Roziana Febrianita saputro, fiqi Setiawati, Titin Tellys Corliana Tiara, Andys Wafda Izzati Hasanah Yulia Rahmawati Yuliani, Magvira Zanah, Saniyati Raudatul