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All Journal Jurnal Pendidikan Vokasi INFORMASI Jurnal Komunikasi Jurnal Al-Bayan: Media Kajian dan Pengembangan Ilmu Dakwah Al-Ijtima`i: International Journal of Government and Social Science EDULITE: Journal of English Education, Literature and Culture Communicatus: Jurnal Ilmu Komunikasi Journal of Language and Literature Jurnal Studi Komunikasi Nyimak: Journal of Communication Jurnal Komunikasi Jurnal Ilmiah Mahasiswa Fakultas Ilmu Sosial & Ilmu Politik Ultimacomm: Jurnal Ilmu Komunikasi Journal of English Language Teaching and Linguistics Journal of English Education and Teaching (JEET) Source: Jurnal Ilmu Komunikasi Jurnal Komunikasi Global al-Balagh : Jurnal Dakwah dan Komunikasi Lectura: Jurnal Ilmu Komunikasi Jurnal Komunikasi & Media Digital
Febri Nurrahmi
Universitas Syiah Kuala
Religion Arts Humanities Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences

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PEMANFAATAN CELEBRITY ENDORSEMENT DALAM MENUNJANG PENJUALAN PRODUK MOCHICHA BANDA ACEH Irhamna, Cut Putro; Nurrahmi, Febri; Yanuar, Deni
SOURCE : Jurnal Ilmu Komunikasi Source: Jurnal Ilmu Komunikasi Volume 11 Nomor 1 April 2025
Publisher : Universitas Teuku Umar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35308/source.v11i1.10954

Abstract

Mochicha Bakery is a shop that offers a variety of Mochi cakes and snacks. To promote its products, the business employs several marketing strategies, including celebrity endorsement. This study aims to examine how celebrity endorsement is utilized to support the sales of Mochicha products. The research applies Invitational Rhetoric Theory and uses a descriptive qualitative approach. Informants were selected through purposive sampling and include the owner of Mochicha Bakery Banda Aceh, the celebrity involved in the endorsement, and three consumers. Data were collected through semi-structured interviews and documentation of endorsement content. The data analysis follows Miles and Huberman’s interactive model, involving data reduction, data display, and conclusion drawing. The findings reveal that the four key endorsement functions (informing, influencing, reminding, and pervasiveness) are present in the celebrity’s promotional content, with "informing" being the most dominant. Additionally, the celebrity meets the characteristics of effective endorsers: visibility, credibility, attractiveness, and power. The study concludes that celebrity endorsement effectively supports Mochicha Bakery’s sales, primarily through a soft-selling approach that subtly attracts consumers via the celebrity’s unique style and personal branding.
BRAND IMAGE KFC PASCA KONTEN BOIKOT PRODUK ISRAEL PADA KALANGAN MAHASISWA Fatma Adila; Fabri Nurrahmi; Nisa, Uswatun
Jurnal Lectura Vol. 2 No. 1 (2025): August
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/lectura.v2i1.9935

Abstract

Aksi boikot terhadap produk Israel yang tersebar di media sosial memberikan dampak terhadap brand image organisasi atau perusahaan yang masuk dalam daftar boikot produk Israel. KFC menjadi salah satu perusahaan yang termasuk ke dalam daftar boikot yang tersebar di media sosial. Penelitian ini bertujuan untuk mengetahui brand image KFC pasca menjamurnya konten boikot produk Israel di media sosial. Metode penelitian yang digunakan adalah kualitatif dengan teknik pengumpulan data melalui wawancara semi terstruktur. Penelitian ini menggunakan Customer Based Brand Equity Model (CBBE) yang dipopulerkan oleh Kevin Lane Keller. Informan dalam penelitian ini berjumlah enam orang, yaitu mahasiswa Universitas Syiah Kuala yang sering melihat konten boikot produk Israel di media dan mengetahui KFC merupakan salah satu produk Israel yang diboikot. Hasil penelitian menunjukkan bahwa terjadi perubahan brand image KFC pasca konten boikot produk Israel memenuhi media sosial. Pada awalnya, KFC memiliki brand image yang positif dari segi rasa, logo, slogan, kualitas pelayanan dan lain sebagainya. Namun, setelah maraknya konten boikot, brand image KFC menjadi negatif karena sering kali diasosiasikan sebagai salah satu produk Israel. Akan tetapi seiring berjalan waktu, dan dengan berkurangnya konten boikot produk Israel di media sosial, dalam pandangan sebagian kecil informan brand image KFC mulai bergeser menjadi lebih netral. Hasil penelitian ini menegaskan bahwa aksi boikot yang terjadi di media sosial terbukti mempengaruhi cara pandang publik terhadap brand image sebuah produk.  Abstract The boycott campaign against Israeli products circulating on social media has had an impact on the brand image of organizations or companies included in the boycott list. KFC is one such company that has been featured in the widely circulated boycott content. This study aims to explore KFC's brand image following the surge of boycott-related content on social media. The research adopts a qualitative method, employing semi-structured interviews as the primary data collection technique. It is grounded in the Customer-Based Brand Equity (CBBE) Model popularized by Kevin Lane Keller. The study involved six informants students from Universitas Syiah Kuala, who frequently encountered boycott-related content on social media and were aware that KFC was one of the targeted brands. The findings indicate that there has been a shift in KFC's brand image following the proliferation of boycott content. Initially, KFC was perceived positively in terms of taste, logo, slogan, service quality, and other attributes. However, after the widespread dissemination of boycott narratives, KFC's brand image became increasingly negative, often being associated with Israeli products. Over time, as the intensity of boycott content on social media declined, a minority of informants began to view KFC’s brand image as more neutral. This study highlights that social media-driven boycott movements can significantly influence public perception of a brand's image.
THE INFLUENCE OF TIKTOK ADS ON GENERATION Z'S INVESTMENT INTEREST IN BIBIT MUTUAL FUND PLATFORM Ramadina, Fitri; Rosemary, Rizanna; Nurrahmi, Febri
Jurnal Komunikasi & Media Digital Vol. 3 No. 1 (2025): Jurnal Komunikasi & Media Digital
Publisher : Program Studi Komunikasi Universitas Pertamina

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70611/jkmd.v3i1.53

Abstract

The 2022 report from the Indonesia Central Securities Depository (KSEI) indicates that although the stock price index declined, the number of capital market investors, particularly from Generation Z, experienced significant growth. This trend is driven by the development of financial technology (fintech), which facilitates easier access to investments for younger generations. One prominent fintech platform is Bibit, which became the most popular mutual fund investment application in Indonesia in 2021. Generation Z, aged 19–25, is highly active on social media, including TikTok, which Bibit utilizes as a primary marketing platform. This study aims to analyze the influence of Bibit’s advertising exposure on TikTok on Generation Z’s investment interest in Banda Aceh. The AIDA (Attention, Interest, Desire, and Action) model is used as the analytical framework. This study employs an explanatory quantitative approach using a survey method, distributing online questionnaires. The research sample consists of 100 respondents selected through accidental sampling based on the Slovin formula. Data analysis is conducted using simple linear regression and t-tests. The results indicate that the t-value is greater than the t-table value (5.404 > 1.660), with a coefficient of determination of 0.230, meaning that Bibit’s advertising exposure on TikTok contributes 23% to investment interest. Thus, it can be concluded that Bibit’s advertising exposure on TikTok has a positive and significant influence on Generation Z’s investment interest in Banda Aceh.
Digital skill and digital safety in combating online fraud: A cross-generational study Nurrahmi, Febri; Nisak , Cut Lusi Chairun; Masykar, Tanzir; Asgha , Ashabul Yamin
Jurnal Komunikasi Vol. 19 No. 3 (2025): VOLUME 19 NO 3 OKTOBER 2025
Publisher : Program Studi Ilmu Komunikasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/komunikasi.vol19.iss3.art8

Abstract

Aceh reported 1,987 cases of illegal financial activities between November 2024 and May 2025. This study examines the levels of digital skill and digital safety among Gen X, Gen Y, and Gen Z in the context of online fraud. A total of 300 Acehnese respondents aged 17–60 years participated in the study. Data were collected through an online survey using a questionnaire distributed via Google Forms. The data were further analyzed using descriptive statistics and the Kruskal–Wallis test in SPSS version 22. The results showed generational differences in digital skills and digital safety. Gen Y achieved the highest scores in both domains, followed by Gen Z with slightly lower results. At the same time, Gen X consistently reported the lowest. Across all groups, digital safety scores lagged behind digital skill scores. Strengthening digital safety awareness is therefore crucial to reducing vulnerability to online fraud.
Co-Authors Abdullah Al Mulhim Ade Oktiviyari Agusmaniza, Roni Ainal Fitri Ainal Fitri Arief Fadhillah Asgha , Ashabul Yamin Bustami Usman Daniel Happy Putra Deni Yanuar, M. Ikom Evi Sri Rahayu Fatma Adila Fithria Kamara Hidayah Hidayah Huang Shan Ikbar Ikbar Ilham Sentosa Irhamna, Cut Putro Irwansyah Irwansyah Masykar, Tanzir Muhammad Balia Nisak , Cut Lusi Chairun Nurul Taflihati Masykar Puteri Farabuana Puteri Farabuana Putra, Ferry Gelluny Raisyah Siti Hafifah Ramadina, Fitri Rizanna Rosemary Safriandi Safriandi Syam, Hamdani M Tabsyir Masykar Tabsyir Masykar Tanzir Masykar Tanzir Masykar Tanzir Masykar Tanzir Masykar Wanna Zahara