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All Journal Jurnal e-Komunikasi Journal of Content and Engagement
Agusly Irawan Aritonang
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Languange, Linguistic, Communication & Media Social Sciences

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Motif Dan Kepuasan Subscribers Menonton Video Dalam Youtube Channel Londokampung Surya Perdana; Lady Joanne Tjahyana; Agusly Irawan Aritonang
Jurnal e-Komunikasi Vol 6, No 2 (2018): VOL 6, NO 2 AUGUST 2018
Publisher : Jurnal e-Komunikasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (494.411 KB)

Abstract

Penelitian ini dilakukan untuk mengetahui motif dan kepuasan subscribers dalam menonton channel YouTube Londokampung. Dave Jepchott pemiliki channel Londokampung merupakan youtuber asal Australia yang justru populer karena mampu berbahasa Indonesia dan Surabaya. Peneliti menggunakan teori Uses and Gratification dengan empat indikator, yaitu hiburan, hubungan antar pribadi, mencari informasi, dan persahabatan. Metode dalam penelitian ini adalah online survei, dengan jenis penelitian kuantitatif yang menggunakan uji validitas, uji reliabilitas, uji deskriptif, serta crosstab untuk menghubungkan identitas responden dengan indikator-indikator motif dan kepuasan. Hasil penelitian ini menunjukkan bahwa motif dan kepuasan tertinggi adalah pada indikator hiburan serta terjadi kepuasan pada seluruh indikator kecuali hubungan antar pribadi
The Effectiveness of Using Maudy Ayunda as a Brand Ambassador of Oatside Milk for Indonesian People Rachel Joeyceline Kai; Agusly Irawan Aritonang; Lady Joanne Tjahyana
Journal of Content and Engagement Vol 2 Issue 3 (2024): December 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.3.219-234

Abstract

This research measures the effectiveness of using Maudy Ayunda as a brand ambassador in the marketing public relations (MPR) strategy for the Oatside milk product in Indonesian people. Maudy Ayunda, as a public figure with a positive reputation and wide influence, has been chosen to increase brand awareness and strengthen the positive image of the Oatside milk product. This research uses a survey method by collecting data through questionnaires distributed to 400 people in Indonesia using a Likert scale. The results of this research indicate that the use of Maudy Ayunda as a brand ambassador is effective based on the VisCAP indicators. VisCAP itself consists of visibility, credibility, attraction, and power. This research provides important insights for marketing practitioners in designing MPR strategies that leverage the strength of a brand ambassador to achieve desired communication and marketing goals. According to the research results, the attraction indicator has the most significant effectiveness among the three other indicators.
Co-Authors Catherine Wenny Susanto Chory Angela Wijayanti evelyn wijaya Ido Prijana Hadi Judy Djoko W. Tjahjo Justianus Joshua Sumanti Lady Joanne Tjahyana Lina Andriani Lisabeth Corry Sutaner Lisyeana Prawiyadi Megawati Wahjudianata Nadya Clarissa Hadisaputro Niken Prawiranauli Nova Cristianingtias Oka Permana Lukman Rachel Joeyceline Kai Yoga Yuniadi