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All Journal Al Ishlah Jurnal Pendidikan Fajar Historia: Jurnal Ilmu Sejarah dan Pendidikan Communicology: Jurnal Ilmu Komunikasi Nivedana : Jurnal Komunikasi dan Bahasa Jurnal Abdimas Indonesia : Jurnal Abdimas Indonesia Jurnal Pengabdian Kepada Masyarakat Interaksi Peradaban: Jurnal Komunikasi dan Penyiaran Islam Journal of Social And Economics Research Jurnal Ilmiah Sistem Informasi dan Ilmu Komputer Dakwatussifa: Journal of Da'wah and Communication Jurnal Pemberdayaan: Publikasi Hasil Pengabdian kepada Masyarakat (JPM ITTC ) Jurnal Ilmu Komunikasi Andalan Innovative: Journal Of Social Science Research Priviet Social Sciences Journal Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Harmoni: Jurnal Ilmu Komunikasi Dan Sosial Jurnal Riset Rumpun Ilmu Sosial, Politik dan Humaniora (JURRISH) Journal Innovation In Education Ardhi: Jurnal Pengabdian dalam Negri International Journal of Social Science and Humanity journal of social and economic research Jurnal Cendekia Ilmiah Jurnal Pendidikan dan Sosial Humaniora INJECT Interdisciplinary Journal of Communication Indonesian Journal of Islamic Communication Jurnal Komputer, Informasi dan Teknologi Jurnal ISO: Jurnal Ilmu Sosial, Politik dan Humaniora Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Wina Puspita Sari
Universitas Negeri Jakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Veterinary Other

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Pengaruh Konten TikTok Review Tasya Farasya terhadap Keputusan Pembelian Produk Cushion Skintific pada Viewers TikTok Anisa Fauziyah; Wina Puspita Sari; Muria Putriana; Helix Clementhius Valendyawan; Cherish Tito Nafassa; Marsha Cesar Nathania; Nasya Rizqy Zalikha; Sandrina Irsa Adelia; Rachel Lelyta Immanuela Siahaan
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 5: Agustus 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i5.10550

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh konten TikTok review Tasya Farasya terhadap keputusan pembelian online produk Cushion Perfect Stay Velvet Matte Skintific. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan teknik survei survei terhadap 100 responden yang merupakan penonton video TikTok review Tasya Farasya, menggunakan kuesioner yang disebarkan melalui Google Form. Hasil penelitian menunjukkan bahwa dimensi Sender’s Expertise dari konten TikTok Tasya Farasya memiliki pengaruh paling dominan, dengan nilai rata-rata sebesar 86,46%, yang berarti mayoritas responden menilai Tasya Farasya memiliki kemampuan dan keahlian dalam menyampaikan informasi produk secara jelas, jujur, dan meyakinkan. Pada variabel keputusan pembelian, dimensi evaluasi alternatif menjadi yang paling dominan dengan nilai rata-rata 85%, menandakan bahwa konsumen melakukan pertimbangan sebelum membeli. Uji regresi linear sederhana menghasilkan persamaan Y = 27.735 + 2.350X dengan nilai koefisien determinasi sebesar 70,1% yang memperkuat temuan bahwa konten TikTok memiliki pengaruh kuat terhadap keputusan pembelian online. Hasil ini memperlihatkan bahwa konten dengan penyampaian informatif, kredibel, dan berbasis pengalaman nyata dapat membentuk persepsi positif serta mendorong pengambilan keputusan konsumen secara lebih yakin dan terarah dalam pembelian produk secara daring.
Representasi Peran Wanita pada Buku Teks Pembelajaran Sejarah Indonesia Kelas XI SMA Wina Puspita Sari; Andi, Andi
Fajar Historia: Jurnal Ilmu Sejarah dan Pendidikan Vol 8 No 2 (2024): Agustus
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/fhs.v8i2.26228

Abstract

This abstract describes the representation of the role of women in the historical learning textbooks of the eleventh grade edition of Erlangga, Kemendikbud, and Quadra. The study aims to enable students to understand and learn about the role of women heroes who have fought for their people in textbooks. As well as improving gender equality and tolerance of diversity within the pupils. The research uses qualitative methods with content analysis approaches and verifies the validity of data through triangulation of sources and methods. Data obtained from interviews, document studies, learning observations, and analysis of class XI history textbooks issued by Erlangga, Kemendikbud, and Quadra. The textbooks Erlangga, Kemendikbud, and Quadra do not fully cover the role of female heroes, thus raising the stereotype that only men play an important role in the fight against the invaders. This lack of representation ignores the contribution of women to history and strengthens gender bias among pupils.
PENGARUH ENDORSEMENT LABEL “TASYA FARASYA APPROVE” TERHADAP MINAT BELI PRODUK SKINTIFIC REPAIR MOISTURIZER Fadia Ramadania; Muria Putriana; Anggun Nadia Fatimah; Asep Soegiarto; Wina Puspita Sari
Journal of Social and Economics Research Vol 7 No 1 (2025): JSER, June 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i1.943

Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh endorsement label “Tasya Farasya Approve” terhadap minat beli produk Skintific Repair Moisturizer. Penelitian ini dilakukan dengan metode kuantitatif melalui penyebaran kuesioner kepada 100 responden yang merupakan pengikut akun Instagram @tasyafarasya. Data yang dikumpulkan dianalisis menggunakan uji validitas, reliabilitas, regresi linier sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa endorsement dari Tasya Farasya berpengaruh secara signifikan terhadap minat beli konsumen, dengan nilai Adjusted R Square sebesar 0,592. Artinya, sebesar 59,2% minat beli konsumen bisa dijelaskan oleh adanya endorsement Tasya Farasya, sedangkan sisanya dipengaruhi oleh faktor lain. Daya tarik menjadi faktor yang paling menonjol dalam membentuk ketertarikan audiens terhadap produk. Selain itu, minat beli yang paling kuat muncul dari keinginan konsumen untuk mencari tahu lebih lanjut tentang produk, menunjukkan bahwa endorsement Tasya Farasya mendorong perilaku eksploratif sebelum membeli. Hasil ini menunjukkan bahwa endorsement influencer dapat menjadi strategi yang efektif untuk meningkatkan minat beli dimedia sosial.
THE INFLUENCE OF CO-BRANDING MAKE OVER X NIKI PRODUCTS ON THE BRAND IMAGE MAKE OVER COSMETICS ON INSTAGRAM Galuh Sukma Dwijayanti; Mentari Anugrah Imsa; Asep Soegiarto; Qoryna Noer Seyma El Farabi; Wina Puspita Sari
Indonesian Journal of Islamic Communication Vol. 8 No. 1 (2025): Indonesian Journal Of Islamic Communication
Publisher : Program Studi Komunikasi dan Penyiaran Islam Pascasarjana UIN KHAS Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35719/ijic.v8i1.2312

Abstract

This study explores the influence of the co-branding strategy between Make Over Cosmetics and Indonesian singer NIKI on the brand image of Make Over Cosmetics as portrayed on Instagram. In the increasingly competitive Indonesian cosmetics market, innovative marketing strategies such as co-branding play a crucial role in shaping and strengthening brand perception. This research specifically examines consumer responses to the Make Over X NIKI collaboration featured on the @makeoverid Instagram account. Utilizing a quantitative approach, the study surveyed 342 followers of the account who had interacted with content related to the co-branded product launch. Data were collected through questionnaires and analyzed using SPSS version 29 through correlation, regression, and classical assumption tests. Findings indicate that co-branding exerts a positive and significant effect on brand image, with a coefficient of determination (R²) of 0.415, suggesting that 41.5% of the variance in brand image is explained by the co-branding variable. The collaboration successfully conveyed a premium and differentiated brand image, aligning with Make Over's motto “Beauty Beyond Rules.” NIKI’s personal brand, global reach, and values reinforced Make Over’s positioning in the market. Through the Elaboration Likelihood Model (ELM), the study highlights the effectiveness of peripheral cues, such as celebrity appeal and aesthetic visuals, in enhancing brand perception on social media. The study concludes that co-branding with suitable influencers significantly strengthens brand image and recommends similar strategies for local beauty brands aiming to compete in digital and global markets.
THE COMMUNICATION STRATEGY OF THE INDONESIAN BOOK PARTY COMMUNITY IN FRAMING SOCIAL ISSUES AND MANAGING PUBLIC IMAGE ON INSTAGRAM Suci Rachma Praditi; Indah Fajar Rosalina; Wina Puspita Sari; Abdul Kholik; Asep Soegiarto
Indonesian Journal of Islamic Communication Vol. 8 No. 1 (2025): Indonesian Journal Of Islamic Communication
Publisher : Program Studi Komunikasi dan Penyiaran Islam Pascasarjana UIN KHAS Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35719/ijic.v8i1.2325

Abstract

This study explores the communication strategy of the Indonesia Book Party (IBP) community in framing social issues and maintaining its image through Instagram. Using a descriptive qualitative method, the research involved in-depth interviews with key IBP members in charge of public relations, risk management, social media, and visual design. The findings reveal that IBP’s strategy is rooted in literacy values, combining reflective narratives with light and engaging visual content. IBP frames social and political issues—such as economic inequality or governmental control—by linking them to literary references, thereby offering critical yet accessible perspectives. Their Instagram presence is strengthened through consistent visual identity, strategic use of memes, inclusive tone, and professional content approval procedures. Audience engagement is fostered via interactive features such as comments, polls, and participatory campaigns. IBP also implements crisis communication protocols to respond empathetically to criticism while maintaining neutrality. This strategy not only helps preserve IBP’s image as a reflective and inclusive literacy community but also encourages the development of a digital literacy culture among followers. Through a balance of aesthetic consistency, value-based communication, and active audience participation, IBP demonstrates how social media can be used as a platform for critical discourse and community building. The study provides a valuable model for digital community management and highlights the potential of Instagram as a tool for educational and social transformation.
EVENT MARKETING STRATEGY IN DEVELOPING THE BRAND IMAGE OF MIDEA ELECTRONICS THROUGH THE EVENT “MIDEA BUY WIN FLY 2.0” Tazkia Nursina; Indah Fajar Rosalina; Wina Puspita Sari; Abdul Kholik; Anggun Nadia Fatimah
Indonesian Journal of Islamic Communication Vol. 8 No. 1 (2025): Indonesian Journal Of Islamic Communication
Publisher : Program Studi Komunikasi dan Penyiaran Islam Pascasarjana UIN KHAS Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35719/ijic.v8i1.2360

Abstract

This study examines how Midea Electronics' "Buy Win Fly 2.0" event enhanced brand image through experiential marketing, using qualitative methods including interviews to analyze how entertainment, excitement, and enterprise elements shaped consumer perceptions. Findings reveal the event successfully created emotional connections through interactive games, international trip prizes, and nationwide activations featuring Manchester City collaborations, strengthening Midea's identity as an innovative and trustworthy brand while driving immediate sales and long-term loyalty. The program demonstrated event marketing's superiority over traditional advertising in building consumer relationships through immersive activities that fostered personal engagement, high-value rewards generating word-of-mouth promotion, and strategic partnerships reinforcing global positioning. The study provides actionable insights for electronics brands to design memorable experiences, leverage emotional triggers, and integrate online-offline touchpoints, while recommending future events incorporate digital extensions and sustainability themes to engage younger demographics, ultimately contributing to understanding how experiential marketing drives brand perception in competitive industries.
EFFECTIVENESS CONTENT INSTAGRAM OF @NADI.INDO IN INCREASING BRAND AWARENESS Putri Wulansari; Qoryna Noer Seyma El Farabi; Wina Puspita Sari; Mentari Anugrah Imsa; Indah Fajar Rosalina
Indonesian Journal of Islamic Communication Vol. 8 No. 1 (2025): Indonesian Journal Of Islamic Communication
Publisher : Program Studi Komunikasi dan Penyiaran Islam Pascasarjana UIN KHAS Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35719/ijic.v8i1.2361

Abstract

This study aims to determine the effectiveness of Instagram content @nadi.indo in increasing brand awareness by using the EPIC Model as a measuring tool to assess the extent to which Instagram content can enhance brand recognition and recall. The research focuses on the Instagram content of the @nadi.indo account managed by Nasari Digital (NADI), targeting active followers of the account as the study population. Employing a quantitative methodology, data were collected through questionnaires distributed to 100 respondents. The EPIC Model, developed by AC Nielsen, was utilized to evaluate four critical dimensions: Empathy, Persuasion, Impact, and Communication. The results revealed an overall average score of 3.385 across these dimensions, indicating that the content falls into the effective category. Specifically, the Persuasion dimension scored the highest at 3.43, demonstrating its strong influence on audience perception. Meanwhile, Empathy, Impact, and Communication scored 3.35, 3.38, and 3.385, respectively, reflecting their moderate yet positive contributions. These findings suggest that the Instagram content successfully fosters brand awareness, though there remains room for improvement to achieve optimal results. The study underscores the importance of maximizing performance in content creation to elevate brand awareness to its highest level, such as Top of Mind recognition. By leveraging the EPIC Model, this research provides actionable insights for digital marketers aiming to enhance brand visibility and engagement on social media platforms like Instagram.
Startup strategies in building brand awareness: (Roland Barthes' semiotic analysis of Korean drama Start-Up) Bella Amalia; Anggun Nadia Fatimah; Menati Fajar Rizki; Wina Puspita Sari; Qoryna Noer Seyma El Farabi
Priviet Social Sciences Journal Vol. 5 No. 5 (2025): May 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i5.379

Abstract

Digital technology development has driven the rapid growth of startups in Indonesia. In increasingly fierce competition, brand awareness strategies are key to strengthening identity and attracting the attention of the public and investors. One way to understand and inspire this strategy is through the analysis of representations in popular media, such as Korean dramas, which have broad appeal and influence. This study aims to analyze Samsan Tech's brand awareness strategy in Start-Up dramas using the Attention, Interest, Desire, Action (AIDA) model, as well as examine its symbolic meaning through Roland Barthes' semiotics. This study uses a qualitative approach with content analysis and semiotics methods to explore the meaning of denotative, connotative, and mythical. Data were collected through observation and scene documentation featuring brand awareness strategies, and supported by literature reviews related to AIDA models and startup communication strategies. The results show that Samsan Tech applied the AIDA model by attracting attention through competition, building interest through product presentations, creating desires through relationships with public figures and business projections, and encouraging action through cooperation with large investors. Barthes' analysis reveals symbolic meanings, such as entrepreneurial spirit, team collaboration, and the struggle to face business challenges. This study shows that popular dramas can represent an inspiring business strategy and shape the public perception of startups.
Crisis-handling patterns: A multi-case study in Indonesia Indah Fajar Rosalina; Wina Puspita Sari; Muria Putriana; Qoryna Noer Seyma El Farabi; Asep Soegiarto; Ghina Balqis Salsabil; Rivanda Kamil Akhsan
Priviet Social Sciences Journal Vol. 5 No. 11 (2025): November 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i11.976

Abstract

This study examines crisis communication patterns in cross-sector organizations in Indonesia through case studies of GenFM, PT KAI Commuter, and KitaBisa. GenFM faced a reputational crisis following an on-air joke by a radio host that violated broadcasting ethics, KAI Commuter experienced a security breach of its Multi-Trip Card system that caused financial and reputational damage, and KitaBisa dealt with public allegations of non-transparent donation management. Using a descriptive qualitative approach and guided by Situational Crisis Communication Theory (SCCT), this research analyzes the types of crises, public attribution of responsibility, and communication strategies employed by each organization. Data were collected through in-depth interviews, observations, and secondary document analysis. The findings show that the three organizations adopted distinct communication patterns: KitaBisa emphasized transparency and empathy to restore trust; GenFM prioritized swift clarification and professionalism; and KAI Commuter implemented systematic, collaborative, and technically driven responses. All three rely heavily on digital platforms as primary communication channels. The study highlights that the effectiveness of crisis communication is determined by the alignment between strategies and the nature of the crisis, as well as the organization’s openness to addressing public concerns.
Pengaruh Konten Soft Selling Instagram @gramediadigital terhadap Minat Beli Produk Gramedia Digital Phoebe Valencia; Asep Soegiarto; Wina Puspita Sari; Anggun Nadia Fatimah; Menati Fajar Rizki
Jurnal Komputer, Informasi dan Teknologi Vol. 5 No. 1 (2025): Juni
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/jkomitek.v5i1.2499

Abstract

Perkembangan teknologi digital telah mendorong perubahan signifikan dalam kebiasaan membaca masyarakat, yang kini semakin beralih ke platform digital seperti Gramedia Digital. Dalam menghadapi tantangan pemasaran produk digital, strategi konten soft selling melalui media sosial menjadi salah satu pendekatan yang digunakan untuk meningkatkan minat beli konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh konten soft selling di Instagram @gramediadigital terhadap minat beli produk Gramedia Digital. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei daring dan kuesioner sebagai instrumen penelitian. Pengambilan sampel dilakukan dengan teknik purposive sampling. Sampel yang digunakan sebanyak 397 responden yang merupakan pengikut akun Instagram @gramediadigital dan telah melihat konten soft selling pada periode Januari-April 2025. Data dianalisis menggunakan uji regresi linier sederhana dan uji korelasi Pearson setelah melalui asumsi uji normalitas dan linearitas. Hasil penelitian menunjukkan bahwa nilai koefisien korelasi Pearson sebesar 0,884 dan angka signifikansi 0,000 (< 0,05). Sehingga, dapat dinyatakan bahwa hipotesis yang diajukan oleh peneliti terbukti, yaitu adanya pengaruh signifikan dari konten soft selling Instagram @gramediadigital terhadap minat beli produk Gramedia Digital. Dapat disimpulkan bahwa temuan ini membuktikan bahwa strategi konten soft selling yang bersifat halus, informatif, dan menarik secara visual dapat mendorong ketertarikan dan minat beli konsumen terhadap produk secara efektif, serta dapat dijadikan dasar untuk strategi Public Relations, pemasaran digital, dan pengembangan komunikasi yang lebih kreatif dan berkelanjutan
Co-Authors Abdul Kholik Abdul Kholik Abyan Dwi Martha Adi Budi Satrio Adinia Sekar Rayani Afina Damayanti Afriza Wihadi Agillia Dian Anastasia Akbar Sunaryo, Risky Alfina Rahmah Dewi Alghoniyyu, Muhammad Faishal Anastasia Alissa Andi Andi Anggun Nadia Fatimah Anisa Fauziyah Arum Amanda Indrayati Asep Soegiarto Asep Soegiarto Asep Sugiarto Asep Sugiarto Azza Nailis S Azzah Ines Hamidah Bani Fatimah Pujianti Bella Amalia Bintang Fauzan Casa Bilqis Savitri Cherish Tito Nafassa Cheryl Olivia Sabina Decency Ananda Sylphania Devara Alfaritzi W Dewi Rangganis Hadi Arum Ningrum Dian Yusuf Diayu Intan Djahwan Kamil Erlianur Putri Carlina Fathihah Fadia Ramadania Farabi, Qoryna Noer Seyma El Farah Zyiafira Farida Rizqi Ardilia Ningrum Farras Amin Abdillah Fildzah Hani Mufidah Firda Maya Junita Galuh Sukma Dwijayanti Ghina Balqis Salsabil Hadinayu, Atmaradhifa Helix Clementhius Valendyawan Hesti Sofiyanti Hikmatullah Hikmatullah Himawan, Muhammad Ardi Ibnu Arya Fakhrizky Idzni Ramadhani Kamaludin Inas Kurnia Indah Fajar Rosalina Indah Nursyamsiah Indira Haniya Arasi Jasmine Nazwa Putri Eriesta Jihan Salzabilla Winata Kartika, Mega Ardhiani Kayla Sulendra Kusumah Kezia Revina Adelia Butarbutar Khairum Tri Anissa Khansa, Najwa Aulia Kusumah, Kayla Sulendra M. Faishal Alghoniyyu M. Reza Firdaus Marcella Zeilanti Ramadhan Marsha Cesar Nathania Megan Restu Litani Meiha Bintang Pudence Swissedy Menati Fajar Rizki Mentari Anugrah Imsa Muhamad Zidan Pahlevi Muhammad Ardi Himawan Muhammad Ardi Himawan Nugroho Muhammad Faishal Alghoniyyu Muhammad Ihsan Darus Muhammad Reza Firdaus Muria Putriana Muria Putriana Nadia Zulmi Najwa Aulia Khansa Nasya Rizqy Zalikha Navira Sharen Assyifa Nayumi Tri Mutiara Nazwa Cendra Swari Nindhiya Salma Haura Nur Rahmah Oktafina Nuraini Fazilatun Nisa Phoebe Valencia Putri Wulansari Putri Yohana Sitorus Putriana, Muria Qoryna Noer Seyma El Farabi Rachel Lelyta Immanuela Siahaan Raisa Firstia Raisa Rahmi Alfat Rangga Audy Islamy Rashidqi Alfian Reja Ruhul F Risky Akbar Sunaryo Rivanda Kamil Akhsan Ruth Lydia Mutiara Sihombing Safa Amanda Karenina Safiat Amaylia Putri Salsa Dhea Adela Sandrina Irsa Adelia Seyma El Farabi, Qoryna Noer Shinta Aprillia Kusuma Wardhani Suci Rachma Praditi Sulthan Arrafi Fadhila Syahwa Putri Ismaiga Syifa Rizka Farentia Tazkia Nursina Tj. Darmawan Vidhia Ramadhanti Wiratri Anindhita, Wiratri Yabes Edmund Macario Siburian Yuni A. Muharam