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Hubungan Brand Image, Brand Prestige, Lifestyle, dan Social Influence dengan Keputusan Pembelian Produk Tiruan Merek Chanel Aulia Ratri Kusumastuti; Djoko Setyabudi
Interaksi Online Vol 6, No 3: Juli 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Nowadays, fashion product is not only become a necessity but also a Lifestyle. Along with the development of the fashion industry, it is undeniable that counterfeit products are also present to meet the needs of people on fashion products. The higher consumer interest in luxury brands often clashes with economic ability, so to fulfill the needs of this low-end consumer market, counterfeiting takes place. One of the many luxury branded products in circulation are counterfeit products of Chanel brand. The growth of the production level of imitation goods is offset by the amount of consumption, so indirectly the consumers are involved in the development of imitation products in Indonesia. The purpose of this study is to determine the relationship between Brand Image, Brand Prestige, Lifestyle, and Social Influence with purchase decision on counterfeit products of Chanel brand. This research used the research’s result of Brand Image impact for purchase decision, Conspicuous Consumption Model, Consumer Decision Model, and Social Communication Theory. This research is explanatory quantitative research. The sampling technique used is non probability sampling techinque with purposive sampling approach. The sample of this research are women in age 15 until 40 years old who know Counterfeit Products of Chanel Brand in Semarang City. The sum of respondents are 50 from all the population which had been taken by purposive sampling technique. Based on the hypothesis test conducted using Chi-Square with SPSS program, the test result between each variable X with variable Y is the significance value is less than 0,01 which means very significant. The test results show that Brand Image has a positive relationship with purchase decision on counterfeit products of Chanel brand and Brand Prestige also has a positive relationship with purchase decision on counterfeit products of Chanel brand. Meanwhile, the test results about relationship between Lifestyle and Social Influence with purchase decision on counterfeit products of Chanel brand can not be concluded. Suggested with these results, the test using Chi-Square should use more samples. In addition, business people can improve the image and prestige on their brand so that consumers are confident in making a purchase.

PENGARUH PERSEPSI KONSUMEN ATAS BRAND EXTENSION DAN INTENSITAS ELECTRONIC WORD OF MOUTH TERHADAP BRAND IMAGE LOFFLE POP UP DESSERT Puspita Mei Wardani; Djoko Setyabudi
Interaksi Online Vol 6, No 4: Oktober 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Brand image becomes very important for certain brand so it can stay last in the middle of the business competitio. But on the reality, Loffle’s ranking on TripAdvisor has declined over the past few months. This indicates that Loffle’s position is not strong enough in the minds of Semarang citizen. Recently Loffle applied brand extension strategy through Koka Cheese Tea. This is the reason underlying the authors to examine whether consumer perceptions of brand extensions and electronic word of mouth intensity influence Loffle's image. This study aims to determine the effect of consumer perceptions of brand extension and electronic word of mouth intensity upon Loffle's brand image with a sample of 80 people who had consumed Koka Cheese Tea and lived in Semarang. The technique used in collecting primary data is purposive sampling using data collection tools and techniques in the form of questionnaires and short interviews to enrich the information obtained. Based on the results of data processing using the SPSS 20.0 application through a simple linear regression test shows that the significance value for the consumer perception variable on brand extension is 0,000, which means that there is a significant influence. It shows that consumer perceptions of brand extension (X1) affects Loffle's brand image (Y), and it is 18.6 percent. On testing the electronic word of mouth intensity variable obtained a significance value of 0.029 which means significant. It shows that electronic word of mouth intensity (X2) affects Loffle's brand image (Y) and there is an exact influence of 6 percent. The conclusion of this study is the variable influence of consumer perception on brand extension and the intensity of electronic word of mouth affect the Loffle Pop Up Dessert’s brand image. Researcher's suggestion for further research is to retest another factors of brand image builder. Researcher also suggested that Loffle create e-wom by involving customers as information dissemination agents.

Efektifitas Media Game “Handwash” dalam Meningkatkan Kemampuan Praktek Cuci Tangan Pada Anak Sekolah Dasar Wulan Septiana Putri; Djoko Setyabudi
Interaksi Online Vol 7, No 2: April 2019
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This research is being conducted to find out about the effectiveness of Handwash game as a media to increase the ability of elementary students in the practice of washing hands. The connectivity theory stated that the more complex a knowledge is the more retainable and accessible it is. The sampling methods in this research is using quota sampling technique with random sampling. The population in this research is the elementary students of SD Kanigoro of the grade 4 and 5 with the total of 40 students. Based on the hypothesis test that is being conducted using statistic test of non parametric mcNemar. There is effectiveness of game Handwash on increasing the ability of elementary student to perform hand washing. This is shown by the calculation by the statistic test non parametric mcNemar to the independent variable game Handwash (X) towards the dependent variable the ability to perform hand washing (Y), it is being obtain from the test the rate of 0.002 significance number of which is less than 0.05 which means that there is an effectiveness of variable X towards variable Y. The recommendation given is that the teacher in SD Kanigoro is expected to use the result of this study as a consideration in order to get the maximum result of learning process.

Hubungan Intensitas Bermain Game Stardew Valley dan Terpaan Kelompok Referensi dengan Kecenderungan Berperilaku Prososial Andy Julianto; Djoko Setyabudi
Interaksi Online Vol 6, No 2: April 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Video game sering kali dianggap sebagai pemicu terbentuknya perilaku antisosial. Muncul beberapa kasus yang terjadi akibat bermain video game, seperti tindakan kekerasan mengeroyok teman sendiri, hingga tindakan kriminal seperti mencuri untuk bermain video game. Hal ini disebabkan karena game yang populer dimainkan di Indonesia sendiri sebagian besar mengandung unsur kekerasan dan cenderung negatif. Maka dari itu peneliti ingin mencari tahu apakah game positif bisa mempengaruhi seseorang untuk berperilaku positif juga. Tujuan penelitian ini adalah mencari hubungan antara bermain game Stardew Valley (sebagai game positif) dan terpaan persuasi kelompok referensi terhadap kecenderungan berperilaku prososial. Teori yang digunakan dalam penelitian ini adalah Teori Belajar Sosial dan Teori Kelompok Referensi. Penelitian ini merupakan penelitian kuantitatif dengan tipe eksplanatori. Penelitian ini menggunakan teknik non probability sampling. Dengan jumlah sampel sebanyak 50 orang dengan usia 15 – 24 tahun dari grup Facebook PC Game Indonesia yang pernah memainkan game Stardew Valley. Berdasarkan uji hipotesis yang dilakukan menggunakan analisis korelasi Kendall’s Tau-b, menunjukkan bahwa; Pertama, terdapat hubungan positif antara intensitas bremain game Stardew Valley dengan kecenderungan berperilaku prososial dengan nilai signifikansi sebesar 0,009 dan nilai koefisien korelasi sebesar 0,355. Semakin tinggi intensitas bermain game Stardew Valley, maka semakin tinggi kecenderungan berperilaku prososial, begitu juga sebaliknya. Kedua, terdapat hubungan positif antara variabel terpaan persuasi kelompok referensi dengan kecenderungan berperilaku prososial dengan nilai signifikansi sebesar 0,021 dan nilai koefisien korelasi sebesar 0,315. Semakin tinggi terpaan persuasi kelompok referensi, maka semakin tinggi kecenderungan berperilaku prososial, begitu juga sebaliknya

Program Feature Perempuan Bercerita di iNews Semarang M. Bima Norta Ellyanda; Djoko Setyabudi
Interaksi Online Vol 6, No 3: Juli 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Televisi tetap menjadi media massa dengan penetrasi tertinggi di masyarakat Indonesia hingga saat ini. Perkembangan industri televisi tidak hanya di isi oleh industri televisi nasional namun juga oleh industri televisi lokal yang semakin banyak bermunculan, salah satunya pada daerah Jawa Tengah khususnya semarang. iNews Semarang merupakan salah satu televisi lokal yang masih eksis hingga saat ini di jawa tengah. iNews Semarang menjadi stasiun televisi yang mengunggulkan program-program berita dan informasi yang cepat, akurat, informatif, mendidik serta menginspirasi. Beberapa program produksi iNews semarang antara lain, iNews Jateng , Special Report, Lintas Jateng, Seputar Jateng, Rono Rene, Jejak Jelajah Wisata, Kopi Tarik, Dialog Khusus,dan Lestari Budaya. Program perempuan bercerita dibuat bermula dari belum banyak televisi lokal khususnya di daerah semarang yang mengangkat peran perempuan di daerah semarang secara dalam. dibuat untuk menunjukan bahwa perempuan dapat melakukan hal yang tidak hanya tentang rumah tangga. Perempuan dapat menunjukkan eksistensi diri di setiap sektor kehidupan. Bagaimana perempuan dapat andil dalam berperan di masyarakat dengan mengangkat kisah-kisah inspiratif di setiap episode perempuan bercerita Dalam produksi program perempuan bercerita, setiap anggota tim memiliki tanggung jawab masing-masing dan berbeda di setiap episode. Dengan dilakukan pembagian tugas dari pra-produksi, produksi hingga paska produksi, terdiri dari tugas sebagai produser, program director, reporter, penulis naskah, juru kamera, editor serta pengisi suara. program perempuan bercerita tayang setiap hari senin pukul 10.00 WIB di iNews Semarang sebanyak 13 episode dengan panjang durasi 21-24 menit dan tayang dari tanggal 5 maret – 4 juni 2018. Melalui program perempuan bercerita diharapkan mampu memberikan suguhan tayangan yang lebih variatif, sehingga dapat meningkatkan ketertarikan penonton serta popularitas iNews Semarang di masyarakat semarang. Selain itu, diharapkan penonton mendapatkan edukasi, informasi serta semangat dan inspirasi dalam terus berkarya dan ikut berperan aktif di masyarakat

FAKTOR-FAKTOR PEMBENTUK LOYALITAS KONSUMEN PADA GO-JEK DI SEMARANG Christo Christian Destiyanto; Djoko Setyabudi
Interaksi Online Vol 6, No 4: Oktober 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Customer loyalty is a thing that brand really needed to be still remain in bussiness world, including Go-Jek brand which lead the online transportation market-share in Indonesia right now. But, the practical loyalty (customer loyaty to the brand) cannot be found at the customer because of many factors. Based on jak-pat survey, almost 40,89 persen Go-jek user also Grab user. This behavior known as swinger, which the customer switch a brand consumption immediately. This is can be compounded by the no cost status in the process of replacing the use of the brand. Appearance of various assumption about why this swinger behavior happen, is the reason why author want to research about what actually is the forming loyalty factor of Go-jek customers in Semarang. This is an important thing for Gojek because customer loyalty to the brand can be a potential problem that is very detrimental if it is not immediately addressed properly. This research aims to determine what factors form the loyalty of Go-jek customers in Semarang, with population of 139 people who live in Semarang and have used Go-jek and installed the application. Primary data collected by using purposive sampling technique with data collection tools and techniques in questionnaires form and interviews to enrich the obtained information. Based on the data processing results, using the SPSS 20.0 with factor analysis techniques shows that the KMO value (Kaiser-Mayer-Olkin Measure of Sampling Adequancy) and the Barlett's Test method is 0.612 which means more than 0.5 and this research data is possible to test, the Barlett's Test of Sphericity value also has a sig value of 0,000 and from 25 factors (indicators) forming customer loyalty that has been collected through 7 characters through various books and journals research has been reduced to be 7 factors with 62.05 persen of total variance value. The 7 factors consist of Brand quality, Customer experience, Brand image, Selective consume, Personal value, Trusting to brand and Repeat purchase. The conclusion of this research is price factor is the most rapidly changing the customer behavior. Suggestions from the previous author for further research is retesting cases of customer loyalty with variable promotion.

PENGARUH INTENSITAS MENONTON STORY PROMOSI ENDORSEMENT TOKOPEDIA DI INSTAGRAM DAN TINGKAT POPULARITAS ENDORSER TERHADAP MINAT BELI KONSUMEN DI TOKOPEDIA Mia Maulyda; Djoko Setyabudi
Interaksi Online Vol 6, No 4: Oktober 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Saat ini, semakin banyak e-commerce bermunculan. Salah satu e-commerce di Indonesia adalah Tokopedia. Semakin banyak situs jual-beli yang ada, maka persaingan pun menjadi semakin ketat. Meskipun belanja iklan Tokopedia merupakan 3 besar belanja iklan terbanyak di antara e-commerce yang ada di Indonesia, Tokopedia belum dijadikan sebagai destinasi utama dalam berbelanja. Berdasakan survey pendahuluan yang dilakukan penulis kepada 133 responden, minat beli di Tokopedia pun masih terbilang rendah, yaitu sebesar 34,6%. Tokopedia kemudian melakukan kegiatan komunikasi untuk menarik minat beli konsumen dengan melakukan strategi endorsement kepada berbagai endorser dengan tingkat popularitas yang berbeda melalui Instagram Story. Tujuan dari penelitian ini untuk menjelaskan pengaruh intensitas menonton story promosi endorsement Tokopedia di Instagram terhadap minat beli konsumen di Tokopedia dan untuk menjelaskan pengaruh tingkat popularitas endorser terhadap minat beli konsumen di Tokopedia.Pengambilan sampel dalam penelitian ini menggunakan nonprobability sampling. Populasi dalam penelitian ini adalah pengguna aktif Instagram berusia 18-34 tahun di kota Semarang yang menonton story promosi endorsement Tokopedia oleh para endorser di Instagram. Jumlah sampel yang diteliti sebanyak 80 responden. Analisis data menggunakan regresi linear sederhana untuk menguji variabel X1 terhadap Y dan regresi variabel dummy untuk menguji variabel X2 terhadap Y.Hasil penelitian menunjukkan terdapat pengaruh intensitas menonton story promosi endorsement Tokopedia di Instagram (X1) terhadap minat beli konsumen di Tokopedia (Y). Nilai signifikansi yang diperoleh sebesar 0,000 (<0,05) dan koefisien regresi sebesar 0,681. Artinya, semakin tinggi intensitas menonton story promosi endorsement Tokopedia di Instagram, maka semakin tinggi pula minat beli konsumen di Tokopedia. Selanjutnya, tingkat popularitas endorser (X2) berpengaruh terhadap minat beli konsumen di Tokopedia (Y) dengan nilai signifikansi 0,001 (<0,05) dan koefisien regresi sebesar 0,418. Artinya, semakin tinggi tingkat popularitas endorser, maka semakin tinggi pula minat beli konsumen di Tokopedia. Untuk penelitian selanjutnya diharapkan peneliti dapat mengkaji lebih mengenai faktor-faktor lain yang dapat mempengaruhi minat beli seperti event yang diadakan Tokopedia.

Correlation Between Advertising Exposure of Traveloka and Level of Income with People Interest in Transact on Traveloka Anugerah Dwitama; Djoko Setyabudi
Interaksi Online Vol 6, No 1: Januari 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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With total advertisement spend of Rp 687.7 billion throughout 2016, Traveloka has been very intent explaining the advantages and convenience of their sites and applications to the people of Indonesia. Therefore, Traveloka should be the main reference in the matter of booking airline tickets and hotel reservations in Indonesia. However, Traveloka has not succeeded in becoming the ultimate reference in the matter of reserving airline tickets or hotel reservations by the public. The purpose of this research is to know the correlation between advertising exposure of Traveloka and level of income with people interest in transact on Traveloka. The theory that used in this research is Advertising Exposure Theory and Theory of Social Category. This research is a quantitative research with explanatory type. This study uses people in Semarang who are 17-35 years old that has been exposed to advertising exposure of Traveloka and traveling out of town or overseas at least once a year. Based on the hypothesis test that conducted using Kendall’s Tau-b correlation analysis, shows that : First, there is a positive correlation between advertising exposure of Traveloka with people interest in transact on Traveloka with significance value 0,002 and correlation coefficient value 0,315. The higher advertising exposure of Traveloka, the higher people interest in transact on Traveloka, vice versa. Second, there is a positive correlation between level of income with people interest in transact on Traveloka with significance value 0,000 and correlation coefficiet 0,475. The higher level of income, the higher people interest in transact on Traveloka, vice versa. With these results, suggested to Traveloka to create ads with a variety of messages according to the desired segmentation, in order to reach the segmentation of potential travelers Traveloka in order to have interest to use Traveloka.

Komparasi Hubungan Terpaan Iklan di Berbagai Media Terhadap Minat Beli Produk Vivo Smartphone Abiyyu Febi Diwangkoro; Djoko Setyabudi
Interaksi Online Vol 6, No 2: April 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Today producers are beginning to use social media as the field product promotion them. From various media like television, newspapers, youtube, facebook, instagram, youtube.Vivo is one of the brands which when it appears often in the media. With advertising expenditure reached rp462,4 billion have been very intents explain excellence vivo to consumers. Thus should vivo is one of a smartphone owns the most attractive to in indonesia. But the intensity of the movement vivo in advertising their products it does make vivo become a smartphone most attractive to in indonesia. The purpose of this study is to find the relationship between double-digit vivo advertising in the media interest in buying products with a smartphone. Vivo The theory used in this research is a theory a response cognitive. This is quantitative research research covered with type eksplanatori.Researchers used the technique of non probability the sampling method of to the total number of samples from 100 people with the 18-30 age of years in the city of semarang that has been exposed to advertising exposure vivo smartphone. Based on the hypothesis test conducted using kendall' s know correlation, analysis it shows that there is a relationship it on each variable. The highest correlation value is the exposure of television ads by 0.532, and advertising through the newspaper of exposure 0.622, and advertising exposure through facebook with niali of 0.525.The higher the exposure to ads, vivo the higher the interest of the people buying towards. vivo products and vice versaWith the results suggested to vivo to create ads with a variety of of messages create ads with various of messages according to the desired, segmentation in order to reach the consumer segmentation in order to have interest in buying products. smartphone vivo

HUBUNGAN TERPAAN IKLAN OPPO SMARTPHONE DAN INTENSITAS WORD OF MOUTH DENGAN MINAT BELI PRODUK OPPO Muhammad Sahil; Djoko Setyabudi
Interaksi Online Vol 7, No 3: Agustus 2019
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Active smartphone users in Indonesia from year to year have always experienced a significant increase. Oppo costs an advertisement of 461 billion rupiah for ad spending. But according to data from IDC in terms of Oppo sales only able to rank third. Besides advertising, word of mouth communication also has a role in a decision that will be taken by consumers. Because if information about the product is discussed continuously from consumers with one another, it can cause a feeling of attitude towards a product. This study aims to determine the relationship between Oppo smartphone advertising and the intensity of word of mouth with interest in buying Oppo products, using non-probability sampling technique with a total sample of 50 respondents from the city of Semarang with the age requirement of respondents, 18-25 years old, knowing Oppo ads smartphone and Oppo product information. The results of this study there is a relationship between exposure to advertising and buying interest, using the advertising exposure theory as evidenced by the analysis of Kendall’s Tau-b produces a significance number of 0,000 or stated to be very significant and a correlation value of 0.526. This study also found that there was a correlation between the intensity of word of mouth and the interest in buying products. The relationship of these two variables uses the theory of the buyer information environment, namely by analyzing the Kendall’s Tau-b correlation to produce a significance value of 0,000 or significant and the correlation coefficient of 0,499, which means there is a relationship between these variables.

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