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Hubungan Terpaan Iklan dan Persepsi pada Karakteristik Celebrity Endorser dengan Minat Beli Kartu Perdana XL Tania Dira Harucky; Sri Widowati Herieningsih
Interaksi Online Vol 6, No 2: April 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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In competition among these competitors, XL looks decline from year to year starting from 2014 until 2016. So indirectly XL in terms of product quality has experienced a pretty good development, especially in this period of 3 years, but still despite XL has been trying to increase the quality of the network through ads that are displayed with celebriti endorsernya, can not be said to succeed because in terms of sales alone the decline always occurs in this brand. The purpose of this study is to determine the relationship of advertising exposure and perception on the characteristics of celebrity endorser with the interest to buy XL starter pack. Sampling in this research is accidental sampling. The population in this study is people who have seen TV commercials XL starter. The number of samples researched were 100 respondents aged 18-50 years by using accidental sampling technique. Based on the hypothesis test conducted using data analysis Kendall's Tau-b correlation analysis. The results showed that there was a positive correlation between exposure of advertisement with buying interest of XL starter with significance value 0.000 (<0,01) and Kendall Tau-b correlation of 0.495. It shows that the higher the exposure of advertisement, the higher the interest to buy XL starter pack. Furthermore, there is a positive relationship between the perception on the celebrity endorser characteristic with the interest of buying XL starter with a significance value of 0,000 (<0.01) and the correlation coefficient of 0,529. It shows that the more support the perception on the characteristics of celebrity endorser, the higher the interest to buy XL starter pack. The suggestion is that celebrity endorser should be more emphasized on tagline pronunciation "Now, Can!" In some parts of ad scene then add duration to advertisement with logo and tagline "Now, Can!" In final impressions then respondents still think that celebrity endorser less famous and popular. For that, the company in order to find celebrity endorser famous and in accordance with product targets.

The Relations Between Communication Competence of Salesman and Information Exposure from Autonetmagz Youtube Channel with Buying Decision of Honda City in Semarang City Firdaus Irfan Harish; Sri Widowati Herieningsih
Interaksi Online Vol 6, No 1: Januari 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The four-wheeled industry competition requires salesperson roles who is competent in communicating to persuade prospective consumers to do the purchasing decision, besides exposure to information that was provided to new media as a channel YouTube Autonetmagz considered could affect prospective consumers do purchase decisions against the Honda City. This research aims to proofing the relationship of communication competence of salespeople and exposure information Autonetmagz Youtube Channel with the purchasing decision of Honda City, using non-probability sampling techniques and accidental sampling technuques, with a population of sample taken as many as 50 people respondents townspeople semarang with the provisions ever communicate with Honda salespeople and had also been watching the channels Autonetmagz The first hypothesis test results it is known that there is a positive relationship between the variable competence communication salespeople with variable purchasing decisions of Honda City in the city of Semarang, With use speech act theories can be proven through analysis of Kendall's Tau correlation produce, numbers of significance of 0.003 or revealed highly significant correlation coefficients and value of the correlation coefficient in which the value 0377 0.26 to 0.50 stated has a close correlation enough. Meanwhile on the second hypothesis in mind that there is a positive relationship between the variable information terapaan Autonetmagz Youtube Channel with variable purchasing decisions of Honda City in the city of Semarang, with with new media theory can be proven through the analysis of correlation Kendall's Tau produce numbers of significance of 0.000 revealed highly significant correlation coefficients and values of correlation coefficients where 0435 worth 0.26 to 0.50 stated has a close correlation enough.

Pengaruh Persepsi pada Electronic Word of Mouth (e-WOM) melalui Beauty Vlogger dan Citra Merek terhadap Minat Beli Produk Catrice Rania Fatma Razany; Sri Widowati Herieningsih
Interaksi Online Vol 6, No 2: April 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This research is motivated by the increasing of cosmetic enthusiasts today and the number of beauty products that are able to meet those needs. From many cosmetic products available, Catrice is a new product that must be able to compete with earlier products in Indonesia. One of the marketing strategies of the company is through a beauty vlogger that is able to shape the perception of the product and must build its brand image. This study aims to determine whether there is influence between the perception of electronic word of mouth (e-WOM) through beauty vlogger and brand image toward the purchase intention of Catrice product. This research is an explanatory research with this research object are women arround 17-40 years who watch Catrice One Brand Tutorial-2 video by Suhay Salim. The results showed that there is a very strong influence between the perception of electronic word of mouth (e-WOM) through beauty vlogger toward purchase intention of Catrice product with 0,000 significance level and 0,739 regression coefficient. This means that the higher perception of electronic word of mouth (e-WOM) through the beauty vlogger the higher purchase intention of Catrice products. In the second hypothesis shows there is a strong influence between brand image with Catrice product purchase intention with a significance value of 0,000 and a regression coefficient of 0.337. This means that the higher brand image the higher purchase intention of Catrice products. For further research it is hoped that the researcher can study more about other factors that can influence purchase intention such as product promotion.

Hubungan Intensitas Menonton Televisi dan Bermain Video Game terhadap Perilaku Kekerasan oleh Anak Miqdad Aly Fahmy Al Imani; Sri Widowati Herieningsih
Interaksi Online Vol 6, No 3: Juli 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Tingginya kasus kekerasan yang dilakukan oleh anak-anak baik dalam bentuk verbal dan nonverbal yang didukung oleh muatan kekerasan di media anak baik televisi dan video game. Intensitas yang tinggi dalam mengonsumsi kedua media tersebut, menunjukkan kedekatan dan ketergantuan anak terhadap media tersebut. Penelitian ini bertujuan untuk mengetahui hubungan intensitas menonton televisi dan bermain video game terhadap perilaku kekerasan. Kerangka teori yang digunakan adalah social learning theory dan general aggression model (GAM). Penelitian kuantitatif ini menggunakan teknik non-probability sampling dan purposive sampling dengan jumlah sampel 200 responden dengan usia 9-12 tahun di Kota Semarang. Analisis data yang digunakan pada penelitian ini adalah analisis korelasi Pearson. Uji hipotesis intensitas menonton televisi menunjukkan hasil yang positif dan signifikan dengan nilai signifikansi 0,022 dan koefisien korelasi 0,162 terhadap perilaku kekerasan. Begitu pula dengan uji hipotesis intensitas bermain video game dengan nilai signifikansi 0,000 dan koefisien korelasi 0,336 terhadap perilaku kekerasan yang menunjukkan adanya hubungan positif dan searah. Kesimpulannya adalah semakin tinggi intensitas menonton televisi ataupun bermain video game maka semakin tinggi pula perilaku kekerasan oleh anak. Oleh karena itu perlu penegakan regulasi dan pengawasan yang ketat terhadap muatan penyiaran dan jenis permainan yang layak dikonsumsi anak. Saran yang diberikan untuk penelitian selanjutnya adalah menggunakan variabel bebas lain seperti faktor internal dan eksternal berupa interaksi dengan peer-group, lingkungan sosial, dan pola pendampingan orang tua.

RADIO IDOLA SEMARANG ACTIVITIES TO BUILD BRAND ENGAGEMENT IN LISTENERS RR. VASHNI EUODIA TUSTASATYA; Sri Widowati Herieningsih
Interaksi Online Vol 5, No 3: Agustus 2017
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Radio Idola is one of the private radio News and Talk in Semarang, which has a very diverse audience (heterogeneous). In 2016 the fourth wave according to the Nielsen survey, radio Idola is the only radio News & Talk, which is ranked the top 10 best radio in the city of Semarang. The study aimed to find out how is the activities of radio Idola to build brand engagement on the listeners. This study used a descriptive qualitative approach with post-positivism paradigm to help analyze and find facts based on reality. This study uses a case study approach, using the Mass Communication theory, the theory of Technological Determinism, Radio Programming and Brand Engagement. The study was conducted to seven informants who are internal staff of radio Idola Semarang. The first results of radio Idola activities to build brand engagement is listening and monitoring. This activity is about the capability of radio Idola to create a new culture of mutual guide and help fellow listeners through the power of social media and instant messaging owned. Radio Idola as a communicator has a function to inform the listeners quickly and precisely, radio Idola also be channeling public opinion, media persuasion, educate and entertain. Radio Idola accept any public complaints related to public services around. Secondly, community management show that any program that is on the radio Idola is derived from the tagline Memandu & Membantu. The programming process of radio Idola is done through planning, production, execution, monitoring and evaluation. The listeners are very well demonstrated by the presence of the audience at each of off-air even radio Idola held in the end of the month which always achieve the target. Third, community participation show that Radio Idola has a special Whatsapp group listeners and has 37.759 listeners who join in their fan page facebook. Listeners can participate in on air program to speak their mind also give the positive comments about their services in social media. Identify Advocates show that radio Idola has loyal listeners in overseas that still listening radio Idola via streaming. Radio Idola has not had a brand ambassador who comes from a loyal listener to be representative in order to introduce a wider radio Idola as a brand.

Pengaruh Awareness Promosi Kesehatan dan Intensitas Word of Mouth Terhadap Minat Melakukan Vaksinasi Kanker Serviks pada Mahasiswi Bidang Kesehatan Amelia Devi Prasanti; Sri Widowati Herieningsih
Interaksi Online Vol 6, No 3: Juli 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This research is motivated by the low interest of female students in vaccination of cervical cancer, whereas the number of patient of this disease is increasing from year to year. Some concerned about this issue do various health promotions. This study aims to determine the effect of awareness of health promotion and word of mouth intensity to the interest of vaccination of cervical cancer in female health students. This research is explanatory research with 80 samples and taken with non probability sampling technique. Data analysis in this research use logistic regression analysis. The results showed that there is a significant influence between awareness of health promotion with interest in vaccinating cervical cancer with a significance value of 0.003 and regression coefficient 0.655. This means that the higher awareness of cervical cancer health promotion, the higher the interest in vaccination of cervical cancer in female health students. In the second hypothesis shows there is a significant influence between the intensity of word of mouth on the interest of vaccinating cervical cancer with a value of 0.000 significance and regression coefficient of 0.580. This means that the higher the intensity of word of mouth then the higher the interest of female students to perform cervical cancer vaccination. Further research is expected to examine more about other factors that may affect the interest in vaccinating such as the effect of endorsers.

Hubungan Terpaan Peringatan Bahaya Merokok Pada Kemasan dan Tingkat Kepercayaan Akan Bahaya Merokok dengan Minat Mengurangi Merokok Pradipta Winanda; Sri Widowati Herieningsih
Interaksi Online Vol 6, No 3: Juli 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This study is based on the high number of active smokers in Indonesia. The government has made various efforts to reduce the rate of tobacco consumption in Indonesia. One of the government's done is by issuing a warning of the danger of smoking on cigarette packaging. This study aims to know to know the exposure relationship of warning about the danger of smoking on cigarette packaging and the level of confidence about the dangers of smoking with the interest of reducing smoking with the number of samples of 60 respondents with the provisions of the students who become active smokers. The results from the research revealed that there are corelations between exposure variable warning of smoking with variable interest in reducing smoking by using the theory of Cognitive Response Model can be proven through Kendall's Tau correlation analysis yields a significance number of 0,000 or stated very significant and correlation coefficient value of 0.586. This result show that strong conection.Meanwhile, in the second result it is known that there is a relationship between the variables of the level of confidence in the dangers of smoking with an interest in reducing smoking. The second hypothesis uses the theory of Motivational Protection, with Kendall's Tau correlation analysis yielding a significance number of 0,03 or very significant and correlation coefficient of 0.323. This result show that strong conection.

Hubungan Terpaan Iklan, Intensitas Komunikasi Word Of Mouth Dan Keputusan Pembelian Produk T-Cash Rayna Ocha; Sri Widowati Herieningsih
Interaksi Online Vol 6, No 2: April 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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In the midst of competition ruling the mobile market (provider) is up and down, causing companies such as Telkomsel to step business strategy development by presenting the first emoney service provider provider in Indonesia called T-Cash. Although the number of TCash subscribers continues to increase, however, based on data obtained from T-Cash Media Update in 2016, it shows that the company's target for the number of T-Cash subscribers still can not be achieved. So it takes continuous effort to attract consumers to use T-Cash products. The purpose of this study is to determine the relationship of advertising exposure and the intensity of word of mouth communication with the purchase decision of T-Cash products. The study population is a T-Cash service user who has been hit by T-Cash ads and talked about T-Cash products for the past month. While, the sample of research taken as many as 100 respondents with age range 18-35 years by using purposive sampling technique. Based on the hypothesis test conducted using Kendall's Tau-b correlation analysis, it shows the result that: Firstly, there is a positive correlation between exposure of advertisement with purchase decision of T-Cash product with value of significance equal to 0.000 and correlation coefficient value 0,755. This shows a very strong relationship with the direction of a positive relationship. The higher the exposure to advertising, the higher the consumer's decision to buy T-Cash products, and vice versa. Second, there is a positive relationship between the intensity of word of mouth communication with the purchase decision of T-Cash product with a significance value of 0,000 and the correlation coefficient of 0.486. The closeness of the relationship obtained strong and the direction of the relationship is positive. This means, the higher the intensity of word-mouth communication of T-Cash products, the higher the consumer's decision to buy T-Cash products, and vice versa. The advice given is that Telkomsel can create ads that have comedy story lines and information about product advantages such as rebates, ease of registration and usage also need to be submitted in TCash ads

Pengaruh Terpaan Iklan Bukalapak di Televisi dan Intensitas Komunikasi Word of Mouth Terhadap Minat Bertransaksi di Bukalapak Septiani Cahyaning Tyas; Sri Widowati Herieningsih
Interaksi Online Vol 7, No 4: Oktober 2019
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This research aims to determine the effect of Bukalapak advertising exposure by analyzing the intensity of word of mouth communication on the interest in making transactions in Bukalapak. Theories used are Strong Theory of Communication and Buyer information environment theory.* The sampling technique used is nonprobability sampling, conducted by accidental sampling with a sample of 60 people with the criteria as follow; men and women aged 17-35 years who lived in Semarang, had watched Bukalapak advertisements on television, had discussed in person or online about Bukalapak and have never transacted in Bukalapak. Survey are carried out using the Simple Linear Regression Test. The results showed that the significance value for the Bukalapak advertising exposure variable on television and variable word of mouth communication intensity were 0,000, which means very significant. This shows that there is an influence of Bukalapak advertising on Television (X1) toward people interest in transacting in Bukalapak (Y) by 44.9%. Also, the influence between the intensity of word of mouth communication (X2) on the interest in transacting in Bukalapak by 58.5%.

HUBUNGAN TERPAAN IKLAN TVC BUKALAPAK DAN TINGKAT PENDAPATAN DENGAN MINAT BERTRA DI BUKALAPAK Prio Wicaksono; Sri Widowati Herieningsih
Interaksi Online Vol 7, No 3: Agustus 2019
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Advertisement is a promotional instrument that can easily communicate with consumers about the convenience and superiority of a product or service. Bukalapak becomes the online retail store with the highest budget for TVC advertisement, which spends 813,78 billion rupiah. Bukalapak allocated the biggest budget for TVC advertisement but still sits on the fourth place based on Top Brand Award survey. Information gathering is one of the characteristics of transaction interest. With an increase in income, there should be an equal increase in buying interest. According to BPS Jateng, in 2018 the average income of the residents was Rp. 36,78 million/year. The average income of Central Java residents has increased from Rp. 34,22 million/year in 2017. The objective of the study is to understand the correlation between TVC advertising exposure of Bukalapak and income level with the transaction interest in Bukalapak. The theory used is Advertising Exposure Theory and Social Category Theory. This is a quantitative study with explanatory research methodology. The writer uses non-probability sampling technique with a sample of 65 people in the 17-34 age range who live in Semarang and are exposed to Bukalapak’s TVC advertisement and receive monthly income. Based on the hypothesis testing using Kendall’s Tau correlation analysis, it is found that there is a positive connection between Bukalapak’s TVC with transaction interest in Bukalapak with a significance number of 0,000 and correlation coefficient of 0.845. On another variable between income levels and transaction interest in Bukalapak, there is a positive connection with a significance number of 0,000 and correlation coefficient of 0,687. The conclusion of the study reveals that there is a positive connecction between Bukalapak’s TVC and income level with buying interest in Bukalapak. With the said result, it is recommended for Bukalapak to conduct research to make the advertisement strategy more effective in front of the audiences.

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