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All Journal Journal Communication Spectrum: Capturing New Perspectives in Communication Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat Komunikasi : Jurnal Komunikasi Jurnal Komunikasi dan Kajian Media Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Kajian Komunikasi dan Pembangunan Daerah Al-MIKRAJ: Jurnal studi Islam dan Humaniora Jurnal Ilmiah Multidisiplin Innovative: Journal Of Social Science Research Communication and Information Journal Jurnal Media Penyiaran Indo Green Journal Jurnal Ilmu Komunikasi dan Sosial Politik Journal of Innovative and Creativity Retorika: Jurnal Komunikasi, Sosial dan Ilmu Politik Brand Communication An Nafi’; Multidisciplinary Science Journal of Creative Power and Ambition (JCPA) Indo Green Journal Tamilis Synex: Multidimensional Collaboration
Yulianti Fajar Wulandari
Universitas Bina Sarana Informatika
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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DIGITAL FATIGUE DALAM IKLAN SHORT-FORM VIDEO: ANALISIS PERSEPSI GEN Z PADA OVERLOAD IKLAN TIKTOK Hanifah Saffanah; Yulianti Fajar Wulandari; Cindya Yunita Pratiwi
Tamilis Synex: Multidimensional Collaboration Vol. 4 No. 04 (2026): Tamilis Synex
Publisher : CV Edujavare Publishing

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Abstract

The rapid growth of social media platforms based on short-form video content, such as TikTok, has significantly increased the use of digital advertising. The high frequency of advertisements appearing on the platform has led to the phenomenon of digital fatigue, particularly among Generation Z as one of the most active social media user groups. Continuous exposure to repetitive advertisements causes users to experience boredom, annoyance, and a tendency to ignore promotional content. This study aims to analyze Generation Z's perceptions of advertising overload on TikTok and to identify the forms of digital fatigue resulting from continuous exposure to shortform video advertisements. This study employed a qualitative research method with a descriptive approach. Data were collected through observation, in-depth interviews, and a literature review. The research participants consisted of active TikTok users from Generation Z who were frequently exposed to digital advertisements on the platform. The data were analyzed through the processes of data reduction, data display, and conclusion drawing to identify participants' experiences, perceptions, and responses toward the high intensity of advertisements on TikTok The findings indicate that advertising overload on TikTok negatively affects users' comfort while using the platform. The forms of digital fatigue experienced by the participants include visual exhaustion caused by the high frequency of advertisements, decreased attention to promotional content, a tendency to skip or ignore advertisements, and the development of negative perceptions toward brands that advertise excessively. These findings suggest that poorly managed advertising intensity may reduce the effectiveness of digital marketing communication while simultaneously diminishing users' overall social media experience. This study is expected to contribute to the development of digital communication research, particularly in understanding audience behavior and the effectiveness of digital advertising in the social media era.
PENGARUH KREATIVITAS KONTEN TIKTOK TERHADAP BRAND AWARENESS PADA KAMPANYE OPEN RECRUITMENT NOVO CLUB BATCH 4 REGION JAKARTA Puti Sayyidina Nadizania; Yulianti Fajar Wulandari; Cindya Yunita Pratiwi
Tamilis Synex: Multidimensional Collaboration Vol. 4 No. 04 (2026): Tamilis Synex
Publisher : CV Edujavare Publishing

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The development of social media has encouraged organizations to utilize digital platforms as communication and promotional tools, including for open recruitment activities. One of the most widely used platforms is TikTok due to its creative features that can effectively attract audience attention. This study aims to determine the influence of TikTok content creativity on brand awareness in the Open recruitment campaign of Novo Club Jakarta Region. This research employed a quantitative method with a explanation approach. The population consisted of audiences who had watched TikTok content from the Novo Club Batch 4 Open recruitment campaign in the Jakarta Region. The sampling technique used was purposive sampling, with a total sample of 100 respondents. Data were collected through questionnaires using a Likert scale and analyzed using SPSS through validity testing, reliability testing, normality testing, simple linear regression analysis, coefficient of determination, and hypothesis testing. The TikTok content creativity variable was measured through the dimensions of originality, relevance, attractiveness, storytelling, and interactivity. Meanwhile, the brand awareness variable was measured through the dimensions of brand recognition, brand recall, top of mind, and brand knowledge. The results indicate that TikTok content creativity has an influence on brand awareness in the Open recruitment campaign of Novo Club Jakarta Region. These findings suggest that the more creative the TikTok content presented, the higher the audience's level of awareness toward Novo Club.
Pemaknaan Perokok Aktif Pada Pesan Fear Appeal Peringatan Kesehatan Bergambar Di Kemasan Rokok Haikal Wahyudie; Yulianti Fajar Wulandari; Cindya Yunita Pratiwi
Tamilis Synex: Multidimensional Collaboration Vol. 4 No. 04 (2026): Tamilis Synex
Publisher : CV Edujavare Publishing

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This study aims to understand the meanings constructed by active smokers toward fear appeal messages presented in pictorial health warnings on cigarette packages. Fear appeal messages are employed as a health communication strategy to evoke fear by visualizing the harmful effects of smoking, with the expectation of increasing awareness and encouraging changes in attitudes and behavior. However, each smoker has different experiences, perceptions, and backgrounds, resulting in diverse interpretations of these messages. This study employed a qualitative approach using a descriptive method within a constructivist paradigm. Four active smokers were selected as research informants through purposive sampling. Data were collected through in-depth interviews, observations, and documentation, and were analyzed using the Miles and Huberman data analysis model, which includes data reduction, data display, and conclusion drawing. The findings indicate that active smokers interpret pictorial health warnings in various ways, ranging from viewing them as reminders of the dangers of smoking to perceiving them as familiar information that no longer has a significant influence on their smoking behavior. Personal experience, level of nicotine dependence, social environment, and perceptions of health risks were identified as factors influencing the meaning-making process. This study is expected to contribute to the development of health communication studies, particularly regarding the effectiveness of fear appeal messages, and to serve as a reference for developing more effective health communication strategies to increase public awareness of the dangers of smoking
Analisis Literasi Digital Lansia Dalam Mengidentifikasi Penipuan Berbasis Kecerdasan Buatan di Whatsapp Pada Komunitas Santa Monika Bekasi Nataliani Suseno; Yulianti Fajar Wulandari; Cindya Yunita Pratiwi
Tamilis Synex: Multidimensional Collaboration Vol. 4 No. 04 (2026): Tamilis Synex
Publisher : CV Edujavare Publishing

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This study aims to examine artificial intelligence (AI)-based scams on WhatsApp within the Santa Monika Bekasi Community. Employing a descriptive qualitative approach, the research explores the characteristics of older adults as social media users in the digital era. It also investigates the rapid development of communication technology and its influence on how older adults receive, interpret, and process information. WhatsApp is one of the most widely used communication platforms across different age groups. Digital media, commonly referred to as new media, enables information to be disseminated through digital technologies. Although these technologies provide convenient access to information, they have also created opportunities for increasingly prevalent online scams. In this context, enhancing digital literacy and raising awareness among older adults are essential to helping them identify suspicious messages, recognize potential AI-based scams on WhatsApp, and take appropriate measures to avoid becoming victims of digital fraud.
Analisis Strategi Konten Pada UMKM Valeria Scarf Dalam Upaya Mempromosikan Produk Melalui TikTok Sheva Annida Darmawan; Yulianti Fajar Wulandari; Cindya Yunita Pratiwi
Tamilis Synex: Multidimensional Collaboration Vol. 4 No. 04 (2026): Tamilis Synex
Publisher : CV Edujavare Publishing

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The rapid advancement of the digital era has encouraged micro, small, and medium enterprises (MSMEs) to develop creative strategies to sustain and grow their businesses. TikTok has emerged as a popular digital platform for content distribution, enabling MSMEs to promote their products through short-form videos. Valeria Scarf, an MSME based in Depok that operates in the Muslim fashion industry, uses TikTok as a medium to market its products. This study aims to examine the content strategy employed by Valeria Scarf to promote its products through TikTok. A qualitative approach with a descriptive method was applied. Data were collected through in-depth interviews, account observations, and documentation. The data analysis process involved data reduction, data presentation, and conclusion drawing. The findings indicate that Valeria Scarf's content strategy emphasizes informative and educational content while utilizing various TikTok features, including short videos, trending music, hashtags, live streaming, and comment sections to engage with its audience. These strategies contribute to increasing audience engagement, building consumer trust, and expanding the reach of product promotions. Overall, the implementation of this content strategy has proven effective in supporting product marketing activities and enhancing the brand's reputation on social media.
STRATEGI KOMUNIKASI PEMASARAN FILM ENCANTO PADA AKUN INSTAGRAM @DISNEY UNTUK MENARIK MINAT PENONTON Claudia Victoria Alicia; Yulianti Fajar Wulandari; Cindya Yunita Pratiwi
Tamilis Synex: Multidimensional Collaboration Vol. 4 No. 04 (2026): Tamilis Synex
Publisher : CV Edujavare Publishing

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This study aims to analyze the marketing communication strategy of the film Encanto through the @disney Instagram account in attracting audience interest and to examine how the strategy increases audience engagement with the film. This research employed a qualitative method with a descriptive approach. Informants were selected using a purposive sampling technique, consisting of primary informants who followed the @disney Instagram account, had viewed Encanto promotional content, and had watched the film, as well as supporting informants with knowledge of digital marketing communication. Data were collected through interviews, observations, documentation, and literature studies, then analyzed using the Miles, Huberman, and Saldaña data analysis technique, including data condensation, data display, and conclusion drawing. The findings indicate that the @disney Instagram account implements several elements of Integrated Marketing Communication (IMC), namely advertising, public relations, direct marketing, interactive marketing, word-of-mouth marketing, and events and experiences. These strategies are reflected in promotional content such as posters, trailers, reels, film clips, screening information, and interactive posts that attract attention, increase audience engagement, build interest, strengthen the film’s image, encourage viewing decisions, and effectively support audience interest through engaging, consistent, creative, and accessible communication.
Pemberdayaan Komunikasi Pembangunan Program Entrepreneurship Success Challenge bagi Pengusaha Milenial Gen-Z di Sumatera Barat Rina Rachmadani; Yulianti Fajar Wulandari; Yan Bastian; Murtiadi Murtiadi; Adzan Desar Deryansyah
Jurnal Ilmiah Multidisiplin Vol 2 No 1 (2023): Jurnal Ilmiah Multidisiplin
Publisher : PT KIMSHAFI ALUNG CIPTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59000/jim.v2i1.94

Abstract

Pemprov Sumatera Barat berupaya membangun daerahnya menjadi propinsi yang kuat secara ekonomi. Survei kependudukan 2020, menunjukkan populasi penduduk Indonesia, begitupula dengan Sumatera Barat didominasi oleh Milenial Gen-Z. Inovatif, kreatif dan produktif adalah karakter generasi tersebut. Pemprov Sumatera Barat ingin mencetak dan membina mereka agar berwirausaha, untuk mengatasi isu pengangguran maupun kurangnya modal bisnis yang mendominasi generasi ini. Tujuan penelitian ini adalah menjelaskan pemberdayaan komunikasi pembangunan program Entrepreneur Success Challenge (ESC) untuk menjaring calon pengusaha muda milenial Gen-Z di Sumatera Barat. Paradigma penelitian yang digunakan adalah konstruktivisme dengan metode penelitian kualitatif deskriptif dan desain studi kasus. Hasil penelitian menunjukkan populasi Sumatera Barat didominasi Milenial Gen-Z yang melek teknologi dan punya semangat wirausaha tinggi. Pemprov Sumatera Barat melihat peluang tingginya populasi mereka untuk mengembangkan ekonomi di wilayahnya. Program ESC adalah kegiatan kreasi dan inovasi dalam wirausaha. Program ESC mengundang Milenial Gen-Z Sumatera Barat untuk berpartisipasi dalam lomba yang merebutkan tidak hanya hadiah uang untuk modal, juga pendampingan dan edukasi bagi pemenangnya sampai menjadi pengusaha muda yang sukses. Program ESC menjadi strategi komunikasi pembangunan Pemprov Sumatera Barat untuk mencetak 100 Pengusaha Minang Milenial Gen-Z.
Co-Authors Ade Dwi Maulia Adi, Reza Syahputra Adzan Desar Deryansyah Afianto, Heri Agustin, Putri Winny Akbar, Ahmad Zulfitri Ali Imron Ali Imron Hamid Ali Imron Hamid Aziz Ivan Chandra Bastian, Yan Cindya Yunita Pratiwi Cindya Yunita Pratiwi Claudia Victoria Alicia Dewi, Yemima Agnes Lolita Dimas Prabowo Endri Choirunnisa Fahreyza, Muhamad Febriansis, Diva Fibriyanti, Fauzziyah Haikal Wahyudie Hamid, Ali Imron Hanafiah, Anisa Nur Hanifah Saffanah Heri Afianto Heri Afianto Himawan , Sultan Himawan, Sultan Iksan Aji Ernawan Iswahyu Pranawukir Lymbarski Caesariano Makarawung, Yehezkiel Andreas Mareta Puri Rahastine Mareta Puri Rahastine Mareta Puri Rahastine Mareta Puri Rahastine, Mareta Puri Maulita Meisya Rahmah Mike Indarsih Muhammad Anggi Azhar Pratama Muhammad Rizki Muhariani, Wulan Murtiadi Murtiadi Murtiadi Murtiadi Nataliani Suseno Novianita, Riastri Oktaviani, Amanda Puput Juniar Puti Sayyidina Nadizania Putri Nabila Suherman Putri Ramadaniar Putri, Icha Amaliyah Rina Rachmadani Rr. Roosita Cindrakasih Sheva Annida Darmawan Silvina Mayasari Sirait, Rusi Erika Sitirubbaniyah, Sitirubbaniyah Sultan Hikmawan Tetelepta, Novita Vicko Fabian Putra Pribadi Wulan Muhariani Yan Bastian Yulianta, Nana