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Yoedtadi, M. Gafar
Fakultas Ilmu Komunikasi Universitas Tarumanagara
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Public Health Social Sciences Other

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Strategi Menjaga Rating Program Junior MasterChef Indonesia Season 3 oleh Tim Kreatif Rico Saputra; Moehammad Gafar Yoedtadi
Kiwari Vol. 2 No. 2 (2023): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v2i2.24014

Abstract

MasterChef Indonesia is a talent search television program in RCTI focusing in cook. As a form of development of the MasterChef Indonesia program, Junior MasterChef Indonesia has been launched by RCTI. The purpose of this research is to know and understand and analyze the parts related to the role of the creative team in the production of the Junior MasterChef Indonesia Season 3 program in RCTI. With respect to the tasks and roles of the creative team during pre-production, production and post-production. Writer using production television non drama theory by Rusman Latief. Basically all television stations need a creative team in all the production processes of their programs. To develop and provide interesting dishes so that people can enjoy them at home and get a stable rating. Which in this writing is specialized in a type of talent search event. This research uses a descriptive method that is a case study. The study was conducted qualitatively. Data collection techniques were carried out by means of in-depth interviews with all sources (key informants) who are related to the object of writing and are competent in their respective fields. The results of the research conducted by the author found that the role of the creative team during the production of the Junior MasterChef Indonesia Season 3 program at RCTI (pre-production, production, post-production) included: (1) Pre-Production: Composing and developing from the very basics starting from the brainstorming stage, research, and bank challenges. (2) Production: Executes the planned concept and directs all the elements so that the program gets a stable rating (3) Post- Production: creative editing selects images according to the desired concept. MasterChef Indonesia adalah program televisi pencarian bakat memasak yang di stasiun televisi RCTI. Sebagai bentuk pengembangan dari program MasterChef Indonesia, RCTI memunculkan varian Junior MasterChef. Tujuan penelitian ini adalah untuk mengetahui dan memahami serta menganalisa bagian yang terkait dengan peran Tim kreatif dalam produksi program Junior MasterChef Indonesia Season 3 di RCTI. Sehubungan dengan tugas dan peran daripada Tim kreatif pada saat pra produksi, produksi dan pasca produksi. Penulis menggunakan teori produksi tv non drama oleh Rusman Latief. Pada dasarnya semua stasiun televisi membutuhkan adanya Tim kreatif di dalam semua proses produksi program acaranya. Untuk mengembangkan dan memberikan sajian yang menarik agar dapat di nikmati masyarakat di rumah dan mendapatkan rating yang stabil. Yang dalam penulisan ini di khususkan dalam suatu jenis acara talent search. Penelitian ini menggunakan metode deskriptif yang bersifat studi kasus. Kajian dilakukan secara kualitatif. Teknik pengumpulan data dilakukan dengan cara observasi, dokumentasi, dan wawancara mendalam pada semua narasumber yang berhubung dengan objek penulisan dan berkompeten di bidangnya masing- masing. Hasil penelitian yang dilakukan penulis menemukan bahwa peran Tim kreatif pada saat produksi program Junior MasterChef Indonesia Season 3 Di RCTI (pra produksi, produksi, pasca produksi) di antaranya: (1) Pra Produksi: Menyusun dan mengembangkan dari dasar sekali dimulai dari tahap brainstorming, research, dan bank challenge. (2) Produksi: Menjalankan konsep yang sudah direncanakan dan mengarahkan semua elemen-elemen agar program mendapatkan rating yang stabil (3) Pasca Produksi: kreatif editing melakukan pemilihan gambar yang sesuai dengan konsep yang diinginkan.
Pengaruh Popularitas NCT 127 sebagai Brand Ambassador terhadap Brand Awareness Blibli Aurora Ambar Kusuma; Moehammad Gafar Yoedtadi
Kiwari Vol. 2 No. 3 (2023): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v2i3.25870

Abstract

E-commerce in Indonesia is currently emerging. People in Indonesia really like shopping at e-commerce or online stores, because it is more economical to buy an item. So to be able to attract e-commerce consumers, Blibli has a strategy to hook K-pop idols to be able to increase their Brand awareness. They partner with the K-pop idol NCT 127 because Blibli's customers are mostly dominated by millennials and also Z who have an interest in the world of K-pop. The purpose of this study was to determine whether there was an influence of the NCT 127 Brand Ambassdor on Blibli's Brand awareness. The theory used in this study is marketing communications, Brand ambassadors, Brand awareness and response stimulus. This study uses a quantitative approach, using a survei method. The population of this study is followers of the Instagram account @wownctzen.id with a sample of 100 respondents who are calculated using the slovin formula. The data analysis technique used is a simple linear regression test, T test, correlation coefficient and coefficient of determination. The results of the research analysis show that the Brand ambassador variable (X) has a significant influence on Brand awareness (Y). E-commerce di Indonesia saat ini banyak bermunculan. Masyarakat di Indonesia sangat menyukai berbelanja di e-commerce atau toko online, karena lebih efisien untuk membeli suatu barang. Sehingga untuk dapat menarik konsumen e-commerce Blibli mempunyai strategi untuk menggaet idola K-pop untuk dapat meningkatkan brand awareness mereka. Mereka menggandeng idola K-pop NCT 127 karena pelanggan Blibli sebagian besar didominasi oleh generasi milenial dan juga Z yang mempunyai ketertarikan dengan dunia K-pop . Tujuan penelitian ini adalah untuk mengetahui apakah ada pengaruh brand ambassdor NCT 127 terhadap brand awareness Blibli. Teori yang dipakai dalam penelitian ini adalah Komunikasi Pemasaran, Brand Ambassador, Brand awareness, dan Stimulus Respon. Penelitian ini menggunakan pendekatan kuantitatif, dengan menggunakan metode survei Populasi dari penelitian ini adalah pengikut akun Instagram @wownctzen.id dengan sampel 100 responden yang dihitung menggunakan rumus Slovin. Teknik analisis data yang digunakan adalah uji regresi linear sederhana, uji T, koefisien korelasi dan koefisien determinasi. Hasil analisis penelitian menunjukkan bahwa variabel Brand ambassador (X) memiliki pengaruh yang signifikan terhadap Brand Awareness (Y).
Account Executive sebagai Public Relations PT Idein Kreatif Indonesia Carolyn Octaviani; Moehammad Gafar Yoedtadi
Kiwari Vol. 2 No. 3 (2023): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v2i3.25872

Abstract

Public relations (PR) has the main task of maintaining the image and existence of a company so a strategy is needed so that the company achieves this goal. The Account Executive has the main role of coordinating communication with stakeholders and the internals of a company. Both presentations of the main roles of PR and also AE can be seen the similarity of the two main roles, namely to maintain good relations between companies as well as externally, this also directly maintains the image of a company. the company is the face or impression that will be seen by the public about a company. This research uses a qualitative approach with the method of case studies, interviews, observation, documentation, and literature study. The results of the study show that the role of AE in the company also carries out the role of PR as a guardian of the corporate image of PT. Idein Kreatif Indonesia Public relations (PR) memiliki tugas utama mempertahankan citra dan eksistensi suatu perusahaan sehingga dibutuhkan sebuah strategi supaya perusahaan mencapai tujuan tersebut. Account executive memiliki peran utama untuk melakukan koordinator komunikasi terhadap stakeholder maupun internal suatu perusahaan, kedua pemaparan peran utama PR dan juga AE dapat dilihat persamaan kedua peran utama, yaitu untuk menjaga hubungan baik antara perusahaan juga dengan eksternal, hal ini juga secara langsung menjaga citra suatu perusahaan yang menjadi wajah atau kesan yang akan dilihat publik mengenai suatu perusahaan. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus, wawancara, observasi, dokumentasi, dan studi kepustakaan. Hasil penelitian menunjukan bahwa peran AE dalam perusahaan juga menjalankan peran PR sebagai penjaga citra perusahaaan PT. Idein Kreatif Indonesia.
Konsep Diri Remaja Citayam Fashion Week di Kompas.Com dan Okezone.Com Grace Jessica; Moehammad Gafar Yoedtadi
Kiwari Vol. 2 No. 4 (2023): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v2i4.27228

Abstract

This article aims to explain the self-concept of Citayam Fashion Week teenagers on Kompas.com and Okezone.com. CFW is an activity for teenagers from areas around Jakarta such as Citayam, Bojonggede, Cibinong and Depok who gather in the area around the Dukuh Atas MRT station and BNI City Station to show off their clothing styles. This fashion show attraction became famous because it was widely discussed on social media, and finally reported by online media. Self-concept is a subjective image of oneself and a complex mix of subconscious and conscious feelings, attitudes and perceptions. Self-concept provides individuals with a frame of reference that influences self-management of situations and one's relationships with others. All self-concepts involve physical and psychological images. This study uses a qualitative approach with the Entman framing analysis method. The subject of this research is Kompas.com and Okezone.com news throughout July-August 2022 regarding CFW. The results of the study show that the Kompas.com news frame shows a positive self-concept of CFW youth. Meanwhile, the Okezone.com news frame shows a negative self-concept of CFW youth. Penelitian ini bertujuan menjelaskan bingkai pemberitaan konsep diri remaja Citayam Fashion Week di Kompas.com dan Okezone.com. CFW adalah kegiatan para remaja dari pinggiran kota Jakarta antara lain Citayam, Bojonggede, Cibinong, dan Depok yang berkumpul di sekitar stasiun MRT Dukuh Atas dan Stasiun BNI City memamerkan gaya pakaiannya. Atraksi pamer busana tersebut menjadi terkenal karena banyak diperbincangkan di media sosial, dan akhirnya sering diberitakan oleh media-media daring. Konsep diri adalah citra subjektif dari diri dan pencampuran yang kompleks dari perasaan, sikap, dan persepsi bawah sadar maupun sadar. Konsep diri memberi individu kerangka acuan yang mempengaruhi manajemen diri terhadap situasi dan hubungan seseorang dengan orang lain. Konsep diri melibatkan gambaran fisik dan psikologis. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis Framing model Entman. Subjek penelitian berita Kompas.com dan Okezone.com sepanjang Juli-Agustus 2022 mengenai CFW. Hasil penelitian menunjukkan bingkai berita Kompas.com memperlihatkan konsep diri remaja CFW positif. Sementara bingkai berita Okezone.com memperlihatkan konsep diri remaja CFW negatif.
Peran Konten Interaktif Instagram @chatimeindo dalam Membangun Brand Image dan Meningkatkan Engagement Axel Jagwani; Moehammad Gafar Yoedtadi
Kiwari Vol. 5 No. 2 (2026): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v5i2.37600

Abstract

This study focuses on analyzing how customer engagement among followers of Chatime Indonesia’s Instagram account is influenced by two main variables: brand image and interactive advertising. The theoretical framework of this research is grounded in the concepts of interactive marketing, branding theory, and consumer engagement. The research methodology employed a quantitative approach involving 120 participants who are followers of Chatime Indonesia’s Instagram account. The research findings confirm that there is a positive and significant impact of interactive advertising content and brand image on customer engagement. The magnitude of the influence of these two independent variables explains 76.5% of the variation in consumer engagement. This underscores the urgency of content personalization strategies and branding reinforcement to maintain competitiveness and foster long-term relationships with consumers amid the current competition in the modern beverage industry. Studi ini difokuskan pada analisis bagaimana keterlibatan pelanggan pada pengikut akun Instagram Chatime Indonesia dipengaruhi oleh dua variabel utama, yakni citra merek dan iklan yang bersifat interaktif. Landasan teoritis riset ini berpijak pada konsep pemasaran interaktif, teori branding, serta keterlibatan konsumen. Metodologi penelitian dijalankan melalui pendekatan kuantitatif terhadap 120 partisipan yang merupakan pengikut instagram Chatime Indonesia. Temuan riset mengonfirmasi bahwa terdapat dampak positif dan signifikan dari konten iklan interaktif serta brand image terhadap customer engagement. Besarnya pengaruh kedua variabel independen tersebut mampu menjelaskan 76,5% variasi dalam keterlibatan konsumen. Hal ini menggarisbawahi urgensi strategi personalisasi konten dan penguatan branding demi menjaga daya saing serta membina relasi jangka panjang dengan konsumen di tengah kompetisi industri minuman kekinian saat ini.
Personalisasi Iklan dan Brand Image dalam Meningkatkan Loyalitas Mahasiswa Gen Z Devin Kenneth; Gafar Yoedtadi
Kiwari Vol. 5 No. 2 (2026): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v5i2.37604

Abstract

The role of the internet has evolved beyond a mere communication medium into a dominant transactional and lifestyle platform, particularly among younger generations. This study examines the influence of personalized advertising and brand image on consumer loyalty among Generation Z students at Tarumanagara University. Drawing upon theories of advertising personalization, brand image, and consumer loyalty, the study employs a quantitative research design. Data were collected from 118 respondents selected through purposive sampling and analyzed using validity and reliability testing, followed by multiple regression analysis with SPSS software. The findings reveal that both advertising personalization and brand image significantly affect consumer loyalty, with the model explaining 75.3% of the variance in customer loyalty. These results highlight the strategic importance of branding and personalized communication within the e-commerce ecosystem. Furthermore, the study demonstrates that digital communication factors—such as interactivity, user engagement intensity, and information accuracy—play a crucial role in strengthening consumer loyalty among Generation Z. The study contributes to the growing literature on digital marketing communication by emphasizing the effectiveness of personalized advertising strategies in fostering long-term customer relationships in the digital era. Fungsi internet kini telah bergeser jauh melampaui sekadar sarana komunikasi; ia telah bermetamorfosis menjadi arena transaksi utama yang secara dominan membentuk dan mendikte gaya hidup kaum muda. Studi ini difokuskan untuk menginvestigasi dampak dari personalisasi iklan serta citra merek terhadap tingkat kesetiaan konsumen, secara spesifik pada kalangan mahasiswa Gen Z di lingkungan Universitas Tarumanagara. Landasan konseptual yang digunakan berpusat pada teori-teori mengenai kustomisasi iklan, persepsi merek, dan loyalitas konsumen. Melalui pendekatan kuantitatif, data dihimpun dari 118 responden yang disaring menggunakan teknik purposive sampling. Proses pengolahan data mencakup uji validitas, reliabilitas, hingga analisis regresi dengan bantuan perangkat lunak SPSS. Temuan empiris mengonfirmasi bahwa kedua variabel independen tersebut memiliki dampak signifikan, di mana koefisien determinasi mencatat angka 75,3% dalam menjelaskan variasi loyalitas pelanggan. Hal ini menggarisbawahi urgensi strategi branding dan personalisasi pesan dalam ekosistem e-commerce. Selain itu terjelaskan juga elemen-elemen komunikasi digital, seperti tingkat interaktivitas, intensitas pelibatan pengguna, serta akurasi informasi, memegang peranan vital dalam mengokohkan loyalitas.
Women in Conflict Communication Perspective (Case Study of the Role of Women in Maintaining Harmony in Manado) Suzy Azeharie; Wulan Purnama Sari; Muhammad Gafar Yoedtadi
Jurnal Komunikasi Vol. 16 No. 1 (2024): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v16i1.26258

Abstract

Cultural diversity in Indonesia is analogous to a double-edged sword. On the one hand, it can be seen as a source of strength, but on the other hand, it can be seen as a weakness. In April 2022, SETARA Institut, a non-governmental organization for democracy and peace, announced 10 cities in Indonesia that were rated as having the highest level of tolerance, one of which was Manado. Minahasa society adheres to the Sitou Timou Tumou Tou philosophy. In this philosophy there is openness, mutual respect, mutual assistance and assistance. Multicultural societies have a tendency towards conflict. In this case, women activists in Manado play a role in establishing harmonization. The research aims to discover the role of women in maintaining harmony in Manado, as well as the conflict communication used to prevent conflict. This research uses a descriptive qualitative approach with a case study method. The object of this research is the role of Manado women in maintaining harmony and conflict management. The subject of Manado women's activists. This research uses several data collection methods, including interviews, observation, literature study and online data tracing. The research results show that women activists actively carry out interfaith or interfaith dialogue with various social organizations, especially Islamic organizations. Women activists also took the initiative to establish the Peace Love Movement which seeks to build dialogue and make dialogue a part of their lifestyle. In order to build public awareness of multiculturalism, every Human Rights Day, namely December 10, the Love and Peace Movement holds a Diversity Festival.
The Meaning of Media Independence by Journalists in the 2024 Election Gafar Yoedtadi; Ahmad Djunaidi; Yugih Setyanto; Lusia Savitri Setyo Utami
Jurnal Komunikasi Vol. 16 No. 1 (2024): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v16i1.27349

Abstract

The 2024 Presidential Election is a political event that the public has been waiting for. At that time, the public can exercise their political rights to elect government leaders for the next five years. Seeing such great public attention, the mass media will place the 2024 General Election and Presidential Election as one of the main portions of the news. However, like the 2014 and 2019 Presidential Elections and Elections, it is suspected that it will be difficult for the mass media to stand in a neutral position. Mass media, especially television stations, are owned by entrepreneurs who are affiliated with political parties and support the 2024 presidential and vice presidential candidates.This research aims to explain the meaning of television journalists regarding media independence ahead of the 2024 general election and presidential election. This research uses a qualitative approach with phenomenological research method to understand the construction meaning of journalists. The object of this research is the meaning of television journalists regarding media independence ahead of the 2024 general election and presidential election. The research subjects were television journalists from two media groups, MNC Group and Media Group, who were selected purposively. The research data was analyzed using media political economy theory. Findings from the research show differences in the subjective meaning of media independence among television journalists. Although they agree on the urgency of media independence as a guardian of press freedom, differences of opinion arise especially regarding the role of media owners in editorial policy. Some journalists consider the intervention of media owners to be acceptable, while others consider it a violation of the journalistic code of ethics. Different views are also seen in terms of implementing media independence. Some see media independence as the freedom for the media to support political parties or presidential candidates that are in line with the editorial views. On the other hand, there are journalists who believe that media independence should be realized through a neutral and unbiased attitude
MEMPERKENALKAN PENDEKATAN DESIGN THINKING PADA PEMBUATAN LOGO UMKM BASMALA WEDDING Moehammad Gafar Yoedtadi; Tracy Zagitania; Claribel Halim
Jurnal Serina Abdimas Vol 4 No 2 (2026): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v4i2.37708

Abstract

Micro, Small, and Medium Enterprises play a vital role in Indonesia’s economic development. Yet many still struggle to build strong, consistent brand identities, particularly in visual elements like logos. A logo functions not merely as a visual identifier but as a symbolic representation of a business’s values, vision, and personality that shapes consumer perception. This Community Service Program (PKM), conducted by the Faculty of Communication Science at Tarumanagara University, aimed to assist the MSME partner Basmala Wedding, a wedding decoration service provider in West Jakarta, in designing a new logo that accurately represents its business identity. The activity adopted a design thinking approach consisting of five iterative stages: empathize, define, ideate, prototype, and test. This method enabled active collaboration between the academic team and the business owner to explore brand values and transform them into meaningful visual forms. Artificial Intelligence (AI) technology was integrated to enhance creativity, generate diverse design alternatives, and optimize efficiency. The results indicate a significant improvement in the partner’s understanding of branding and logo design principles, resulting in a modern, memorable, and aesthetically balanced logo. The new logo effectively strengthens brand awareness and aligns with the business’s target market in the wedding decoration industry. Overall, this PKM activity contributes to improving MSME competitiveness by implementing participatory, innovative, and technology-driven visual communication strategies. Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan sektor strategis yang berkontribusi signifikan terhadap perekonomian nasional. Meskipun demikian, sebagian besar UMKM masih menghadapi tantangan dalam membangun identitas jenama (branding) yang kuat dan konsisten, khususnya dalam aspek visual seperti logo. Logo tidak hanya berfungsi sebagai tanda pengenal, tetapi juga sebagai simbol nilai, visi, dan karakter usaha yang mampu menciptakan persepsi positif di benak konsumen. Program Pengabdian kepada Masyarakat (PKM) ini dilaksanakan oleh Fakultas Ilmu Komunikasi Universitas Tarumanagara dengan tujuan membantu mitra UMKM “Basmala Wedding”, penyedia jasa dekorasi pernikahan di Jakarta Barat, dalam merancang logo baru yang representatif dan sesuai dengan karakter bisnis. Kegiatan ini menggunakan pendekatan design thinking, yang terdiri dari lima tahap utama, yaitu empathize, define, ideate, prototype, dan test. Melalui pendekatan ini, pelaku usaha terlibat secara aktif dalam proses kreatif, mulai dari penggalian nilai-nilai inti bisnis hingga pemilihan elemen visual yang mencerminkan keunikan dan profesionalitas usaha. Dalam prosesnya, teknologi kecerdasan buatan (AI) turut dimanfaatkan untuk menghasilkan variasi desain yang lebih luas, efisien, dan inspiratif. Hasil kegiatan menunjukkan peningkatan pemahaman mitra terhadap konsep branding dan desain logo, serta terciptanya logo baru yang lebih modern, sederhana, dan mudah diingat. Logo tersebut mampu memperkuat kesadaran jenama (brand awareness) dan meningkatkan daya tarik visual di pasar jasa dekorasi pernikahan. Secara keseluruhan, kegiatan PKM ini berkontribusi terhadap penguatan daya saing UMKM melalui penerapan strategi komunikasi visual yang kolaboratif, partisipatif, dan berbasis inovasi teknologi.
Efektivitas Persepsi Kegunaan dan Tagline “15 Menit Sampai” terhadap Keputusan Pembelian Layanan Astro E-grocery Felisia Titania; Moehammad Gafar Yoedtadi
Prologia Vol. 10 No. 1 (2026): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v10i1.36347

Abstract

This study analyzes how perceived usefulness and the quality of the “15-minute delivery” advertising message influence consumers’ purchasing decisions on purchase decisions for essential goods through the Astro e-grocery application. The rapid growth of e-grocery services and increasing competition in quick commerce emphasize the necessity of evaluating advertising message effectiveness and consumer perceptions regarding dgital shopping advantages. This research applies Davis’s Perceived Usefulness framework, the AIDA model for advertising message quality, and Kotler and Armstrong’s theory of consumer purchase decisions. Using multiple regression as the main analytical method, the study meets all classical assumption requirements, including normality, absence of multicollinearity, and heteroscedasticity. The result reveal that perceived usefulness and advertising message quality exert both simultaneous and partial significant effects on consumer purchasing decisions, demonstrating that the combination of practical service benefits and compelling message delivery enhances user confidence and decision-making efficiency. These findings emphasize that effective message delivery combined with meaningful functional value plays a crucial role in driving consumer purchasing decisions. Overall, the study offers strategic insights for digital marketing communication in the e-grocery sector, particularly in optimizing message relevance and strengthening consumer perceptions within the increasingly competitive e-commerce.   Penelitian ini bertujuan untuk menganalisis pengaruh Persepsi Kegunaan dan Kualitas Pesan Iklan “15 Menit Sampai” terhadap keputusan pembelian kebutuhan konsumen pada aplikasi Astro e-grocery. Pesatnya perkembangan e-grocery serta persaingan salaquick commerce mendorong pentingnya analisis efektivitas pesan iklan dan persepsi konsumen terhadap manfaat layanan belanja digital. Penelitian ini menggunakan teori persepsi kegunaan dari Davis, model kualitas pesan iklan AIDA, dan teori keputusan pembelian dari Kotler dan Armstrong. Melalui analisis regresi berganda, prosedur pengujian asumsi klasik menunjukkan terpenuhinya kriteria normalitas, bebas multikolinearitas, dan heteroskedastisitas. Hasil penelitian menunjukkan bahwa persepsi kegunaan dan kualitas pesan iklan memberikan dampak dengan pengaruh simultan dan parsial yang signifikan, membantu konsumen memperoleh pengalaman berbelanja e-grocery yang lebih praktis. Temuan ini menyatakan bahwa persepsi kgunaan dan Kualitas Pesan Iklan memberikan dampak positif yang signifikan, penting dalam mendorong perilaku pembelian konsumen pada platform Astro e-grocery dan memberikan kontribusi strategis bagi komunikasi pemasaran digital di sektor e-grocery.
Co-Authors Aditya Putra Pratama Ahmad Junaidi Alexandra Virginia Miharja Aurora Ambar Kusuma Axel Jagwani Budi Utami Carolyn Octaviani Claribel Halim Desi Natalia Devin Kenneth Devina Dwiastuti Jusuf Dwi Devita Ellen Ellen Eveline Clara Evita Chainova Chandra Fajar Hermawan Felisia Titania Florencia Agatha Liman S Fransisca Fransisca Gilang Ramadhan Martha Grace Jessica Helen Nur Hayati Jansen Tiawan Kurniawan Hari Siswoko Kurniawan Hari Siswoko Laylia Farida Lusia Savitri Setyo Utami Lusia Savitri Setyo Utami Marselinus Chandrajaya Putra Martalena Martalena Mediatrix Rahabav Mohammad Hamdallah Ruchban Muhammad Adi Pribadi Muhammad Adi Pribadi Natasha Angela Pristia Astari Rahmat Hidayat Rico Saputra Rihhadatul 'Aisy Riris Loisa Rizka Aprilliani Roswita Oktavianti Setyanto, Yugih Sonia Gandi Sukendro, Gregorius Genep Suzy Azeharie, Suzy Sylvia Herman Tracy Zagitania Veeren Monica Sanjaya Virya Bhavaniyo Kho Lawari Winona Michelle Wibawa Wulan Purnama Sari Wynne Chrestella Ho