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All Journal Masyarakat, Kebudayaan dan Politik Indonesian Journal of Information System JURNAL PENDIDIKAN TAMBUSAI Jurnal Audience Jurnal Ilmiah Dinamika Sosial Jurnal Pendidikan dan Konseling Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Mediakom : Jurnal Ilmu Komunikasi Widya Komunika: Jurnal Komunikasi Pendidikan Abdimasku : Jurnal Pengabdian Masyarakat Sosfilkom : Jurnal Sosial, Filsafat dan Komunikasi DEVOTE: Jurnal Pengabdian Masyarakat Global Proceedings of Jogjakarta Communication Conference (JCC) Jurnal Ilmu Komunikasi dan Bisnis
Devi Purnamasari
Ilmu Komunikasi Universitas Dian Nuswantoro Semarang
Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Public Health Social Sciences Other

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Pengaruh Online Customer Review E-Wom Content Marketing pada Keputusan Pembelian UMKM Semarang melalui Tiktok Rizki Alvarizi; Devi Purnamasari
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 7 No 3 (2023): JULY-SEPTEMBER 2023
Publisher : KITA Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v7i3.899

Abstract

Advertising marketing in commercial applications with marketing requirements cannot be separated from the development of visual communication. The Tiktok application plays an important role in advertising marketing media, and commercial applications such as Instagram and Tiktok can be in the database or storage media for business people in carrying out their business processes. The data obtained shows that UMKM players are still lacking in utilizing promotional opportunities through the Tiktok application, so the research conducted aims to provide information related to opportunities for UMKM players and the Tiktok social media user community in increasing product sales. The research was conducted using quantitative methods, where the data obtained is based on numbers and analysis. The results of the research found in the form of data showing the effect of the level of effectiveness of content marketing on significant purchasing decisions.
Analisis Reaksi Customer Loyal Scarlett Whitening pada Misleading Advertising Paris Fashion Show 2022 Berliana Bunga Priscagita; Devi Purnamasari
Jurnal Ilmu Komunikasi dan Bisnis Vol 8 No 2 (2023): April 2023
Publisher : Universitas Tarakanita

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36914/9g2cwp27

Abstract

Scarlett Whitening menjadi salah satu brand dengan rating tertinggi dalam Market Place Shopee dan Tokopedia dengan pangsa pasar sebesar 18,9%. Pada akhir bulan Februari 2022 Instagram dihebohkan oleh pemberitaan 10 brand Indonesia salah satunya adalah Scarlett Whitening berhasil go international dan turut dalam event Paris Fashion Week 2022. Faktanya, peristiwa ini merupakan sebuah misleading informasi yang diterima oleh masyarakat bahwa sebenarnya 10 brand tersebut mengikuti acara Paris Fashion Show GEKRAFS (Gerakan Ekonomi Kreatif Nasional). Tanggal pelaksanaan event Paris Fashion Week 2022 dengan Paris Fashion Show 2022 dimanfaatkan oleh brand tersebut sebagai strategi marketing. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus (case study). Teori yang digunakan dalam penelitian ini adalah misleading advertising, ambush marketing, loyalitas pelanggan, dan digital customer experience. Hasil penelitian ini menunjukan bahwa customer loyal dari Scarlett Whitening tidak memperdulikan adanya pemberitaan negatif akibat dari misleading advertising tentang brand tersebut dalam penerapan strategi marketingnya karena pelanggan Scarlett Whitening mementingkan kualitas produk yang dianggap cocok dengan dirinya dan pengalaman pribadinya bersama produk dari brand tersebut.
Pelatihan Edukatif Cultural melalui Video Kreatif dan Konten Digital untuk Meningkatkan Literasi Budaya Zahrotul Umami; Devi Purnamasari; Muhamad Hasan Basori; Teguh Hartono Patriantoro; M.Safrialdy Maulana; Deddy Award Widya Laksana; Karis Widyatmoko
ABDIMASKU : JURNAL PENGABDIAN MASYARAKAT Vol 9, No 1 (2026): JANUARI 2026
Publisher : LPPM UNIVERSITAS DIAN NUSWANTORO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62411/ja.v9i1.3178

Abstract

Museum Lokal Grobogan sebagai repositori budaya dan sejarah memiliki peran strategis dalam pelestarian warisan budaya. Namun, minat kunjungan dan pemahaman masyarakat, khususnya generasi muda, terhadap museum masih rendah.  Tujuan pengabdian ini adalah  untuk meningkatkan pengetahuan dan apresiasi generasi muda terhadap budaya Grobogan melalui pelatihan pembuatan video kreatif dan konten digital, serta  manfaatnya  untuk menciptakan duta budaya digital yang dapat mempromosikan kekayaan budaya lokal. Metode pelaksanaan terdiri dari tiga tahap: (1) Pretest untuk mengukur pengetahuan awal peserta; (2) Pelaksanaan Pelatihan yang mencakup pemberian materi tentang kekayaan budaya Grobogan, teknik pembuatan video, dan strategi konten digital; dan (3) Post-test untuk mengukur peningkatan pemahaman peserta. Hasil pretest menunjukkan pemahaman awal peserta masih tergolong rendah (rata-rata nilai 45,2). Setelah pelatihan, terjadi peningkatan signifikan (rata-rata nilai 82,5). Peserta juga berhasil memproduksi 150 konten digital yang menjangkau lebih dari 85.000 orang. Pelatihan edukatif cultural melalui media video kreatif dan konten digital terbukti efektif dalam meningkatkan pemahaman dan mendorong partisipasi aktif generasi muda sebagai duta budaya digital.
CYBER-AWARENESS: PENGUATAN LITERASI DIGITAL UNTUK SISWA SMK DALAM MENGHADAPI SEBARAN BERITA NEGATIF DAN HOAKS Liya Umaroh; Mukaromah Mukaromah; Devi Purnamasari; Agus Triyono
Devote: Jurnal Pengabdian Masyarakat Global Vol. 5 No. 2 (2026): Devote : Jurnal Pengabdian Masyarakat Global, June 2026
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/devote.v5i2.6353

Abstract

Understanding digital literacy plays a very important role in the current period, all activities are internet-based so that the convenience is felt by the community, especially teenagers.  The uncontrolled intensity of social media use causes the information obtained to be very diverse and the spread of hoax news increases. The urgency of community partnership program activities carried out by lecturers is related to digital literacy, especially the dissemination of hoax news and educating teenagers, especially YPE Vocational School students in Semarang City, to be critical of the news they receive. The stages of implementing activities start from preparation, implementation, evaluation and reflection. Use pre-test and post-test to find out how much understanding there is about digital literacy, hoaxes and their impact. The results of the PKM activities after presentation, simulation and practice with cekdata.com increased from pre-test to post-test scores. Understanding of hoaxes 91.7% to 100%, understanding of digital literacy 16.7% to 25%, impact of digital literacy 16.7% to 66.7%. The most significant improvement relates to the impact of digital literacy.
Pemaknaan Generasi Z Terhadap Representasi Konten Hubungan Ideal Dalam Platform Tiktok Melita Ayu Caesari; Devi Purnamasari
Mediakom : Jurnal Ilmu Komunikasi Vol. 10 No. 1 (2026)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/mkm.2026.v10i1.451

Abstract

This study examines how generation z interprets the representation of "relationship goals" content on the TikTok platform. TikTok has become an influential space for digital visualization, shaping new social standards and romantic ideals among young users. Using Stuart Hall's Reception Analysis approach and Leon Festinger's Social Comparison Theory, this research explores the dynamic encoding-decoding process when gen z users interact with aesthetic romance content. In-depth interviews and digital participant observations were conducted over three months with six active female gen z TikTok users who are in relationships. The results indicate that visual exposure to idealized relationships prompts social comparison mechanisms, shifting real-world expectations and relationship satisfaction. The interpretation patterns reveal a dominant-hegemonic alignment where users internalize these aesthetic benchmarks as the normative blueprint for modern romance, while also highlighting the psychological pressures of conforming to digital perfection.
The Effect of Achievement Content Exposure and Social Comparison on Social Pressure Study Andara Jihan Az Zahra; Devi Purnamasari
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Social media usage among Indonesia’s Generation Z evolved beyond information and entertainment, empowering users as content creators who frequently showcased academic, career, and lifestyle achievements. Repeated exposure to these success narratives shaped digital social success standards, potentially increasing social pressure through social comparison. This study investigated the influence of achievement content exposure intensity and social comparison tendencies on perceived social pressure among Generation Z. A quantitative survey collected data from 102 active Indonesian Generation Z social media users using Likert-scale questionnaires that measured exposure intensity, social comparison behaviors, and social pressure levels. The data were analyzed with Partial Least Squares-Structural Equation Modeling. Results showed that exposure intensity had no significant effect, while social comparison positively influenced social pressure. The model explained that more than 50% of social pressure variation among respondents. Findings highlighted individual comparison tendencies over exposure frequency, contributing to digital communication studies on Generation Z social media experiences.
KETERGANTUGAN SCROLLING TIKTOK DALAM PEMBENTUKAN FENOMENA BRAIN ROT Alyah Khaerunnisa; Devi Purnamasari
SOSFILKOM : Jurnal Sosial, Filsafat dan Komunikasi Vol. 20 No. 01 (2026): Volume 20 No 01 Januari-Juni 2026
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) - Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jsfk.v20i01.8751

Abstract

TikTok is a social media platform widely used for entertainment, allowing users to create, share, and consume audiovisual content through short-form videos. In Indonesia, TikTok has experienced significant growth, with its users reaching 194 million. In 2024, Indonesian TikTok users were also reported to spend more than 44 hours per month on the platform. This high level of use indicates Generation Z’s strong engagement with fast, brief, and repetitive content. This study examines TikTok scrolling dependency in the formation of the brain rot phenomenon among Generation Z by applying Media Ecology Theory and Media Dependency Theory. This research employs a qualitative approach with a phenomenological method to understand users’ experiences in consuming TikTok content. Data were collected through in-depth interviews with five active Generation Z TikTok users. The findings reveal that dependency develops through repeated app use, difficulty controlling usage duration, and the tendency to rely on TikTok as instant entertainment. This condition contributes to brain rot, reflected in decreased cognitive focus, delayed activities, mood changes, and disrupted time management. The study concludes that brain rot is shaped by TikTok’s media characteristics and users’ dependence on fast digital content. Digital literacy and selfcontrol are necessary to promote wiser social media use. 
Co-Authors Agus Triyono Alyah Khaerunnisa Amida Yusriana Andara Jihan Az Zahra Berliana Bunga Priscagita Berliana Bunga Priscagita De Rosal Ignatius Moses Setiadi Deddy Award Widya Laksana Heni Indrayani Henry Christian Indra Gamayanto Liya Umaroh M.Safrialdy Maulana Melita Ayu Caesari Muhamad Hasan Basori Muhamad Noor Hidayat MUKAROMAH MUKAROMAH Nalal Muna Nisa Mahmudah Nisa Mahmudah Puri Kusuma Dwi Putri Putri Tiara Loka Resa Firman Apriaji Rizki Alvarizi Sasono Wibowo Teguh Hartono Patriantoro Titien S sukamto Tjan, Gavina Jechonia Santoso Widyatmoko Karis Zahrotul Umami