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Djoko Setyabudi, S.Sos, MM
Departemen Ilmu Komunikasi FISIP UNDIP

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Relationship Between Performance of Brand Ambassador Oppo Advertising and Oppo Advertising Message Level on Oppo Buying Interest Oppo Product Muhammad Luthfi Razan; Djoko Setyabudi, S.Sos, MM
Interaksi Online Vol 5, No 4: Oktober 2017
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Oppo is one of the smartphone manufacturers in Indonesia, Oppo uses brand ambassador as one of the strategies in its iklanya, Oppo using brand majority of celebrities from celebrities, Oppo brand ambassador is expected to be a draw for the audience who saw the advertisement Oppo, so that will help the audience In understanding the advertising message submitted by brand ambassador, after the audience understands the advertising message is conveyed it will stimulate the interest of buying audience of Oppo products. The purpose of this study is to determine the relationship of Oppo brand ambassador advertising performance and the level of understanding of Oppo's advertising messages to the buying interest of Oppo products. Theory used in this research is Response Cognitive Theory which explains the relationship between the performance of Brand Ambassador Oppo Advertising on the Oppo Advertising Message Level Understanding, Elaboration Likehood Theory which explains the Relationship Between the Performance of Brand Ambassadors of Oppo Advertising on Oppo's buying interest. The population of this study is adolescents aged 18-25 years who became the target target of Oppo and samples taken as many as 50 people with conventional sampling techniques. In the hypothesis test, the authors used the correlation analysis of kendall tau_b. Testing data that is done by using program SPSS 23, there is Between Performance of Brand Ambassador Advertising Oppo (X1) to the interest of buying product of Oppo (Y) with significance value is 0,862 is> 0,50 which means there is relation and Relationship Level understanding of advertising message Oppo (X2) to the buying interest of Oppo (Y) product with significance value is 0,751, proving hypothesis H1 that there is positive relation and hypothesis H2 there is also positive relationship.
Relationship Between Parents Surveilance, Intensity of Peer Group Communication, and Self Esteem To Preferences Play Online Games on Adoloescents Sharon Gracia G; Djoko Setyabudi, S.Sos, MM
Interaksi Online Vol 4, No 4: Oktober 2016
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Online gaming already not become familiar to our ears. However, his presence is still keenly felt, and also in demand by children - teen age children. Internet cafes based online games have been one of the proofs that the online game market has not subsided and is still much demand. Many teenagers, especially boys who like to play this game. And an attraction for researchers to conduct research on this. Playing online games can be affected by family background, playmates (peer group), as well as coming from himself.This quantitative research aims to explain that the family, peer group, and self -esteem have a stake in online gaming. As for those who were respondents in this study were male junior high school age, 12-15 years of online gaming. Based on the theory of parental mediation by Livingstone and Hesper, peer group by Santrock concept, and the concept of self-esteem by Coopersmith, we can see if these three variables as indicators of son preference in playing the game online. The sampling technique used was accidental sampling of 30 respondents men - men aged 12-15 years and the status of junior high school students.Results of studies using Kendall correlation is that first, there’s no positive relationship between the variables of the parents surveilance thru play online games on adolescents. It looks of figures a significance of 0.903 (0.903> 0.05) and a correlation coefficient of 0.020 indicates that the first hypothesis researchers that there is a positive relationship between the parents surveilance to preferences play online games on adolescents denied. The second variable is the intensity of the peer group and the communication of research results, there is a positive relationship as seen in the figure of significance of 0.009 (<0.05) with a correlation coefficient of 0.421 indicates that the second hypothesis the researchers accepted that there is a positive correlation between the intensity of peer communications group to preferences play online games on adolescents. The third variable in this study is self-esteem. The results showed that there is a positive relationship. This looks at the significance of the figure of 0.009 (<0.05) with the number correlation coefficient of 0.417, this shows the third hypothesis the researchers accepted that there is a positive relationship self-esteem to preferences play online games on adolescents.From the results of research states that the theory of parental mediation is not the only that determining factors of preference, while the concept of a peer group are factors that affect a person's preference, as well with the theory of self-esteem which also are factors that affect a person's preference
Hubungan antara Motivation achievement untuk pemain advergames dengan tingkat pemahaman (level of comprehension) dari brand message (Pesan Merek) Bagaskara S.A.P; Djoko Setyabudi, S.Sos, MM
Interaksi Online Vol 4, No 3: Agustus 2016
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Advergame merupakan salah satu strategi pemasaran yang dilakukan di era modern. Strategi ini dilakukan melalui video games sebagai mediumnya. Berbeda dengan media-media konvensional seperti televisi, koran, radio, dsb. Yang bersifat pasif ketika menyampaikan pesan Advergame memiliki keunikan tersendiri yakni lebih bersifat interaktif. Sehingga menarik untuk diteliti. Penelitian ini ingin mengetahui Hubungan antara Motivation achievement (Motivasi Penghargaan) dengan Level of Comprehension dari brand message. Metode penelitian yang digunakan dalam penelitian ini adalah metode eksperimen one shot case study. Dengan total partisipan 30 orang yang terbagi menjadi 2 kelompok yaitu kelompok termotivasi dan kelompok tidak termotivasi. kelompok termotivasi adalah kelompok yang diberikan motivasi terlebih dahulu sebelum bermain advergame. Teknik analisis data yang digunakan adalah Uji perbandingan Independent samples T-test. dengan pemenuhan asumsi independensi sampel, uji normalitas Kolomogrov Smirnov dan uji homogenitas variansi. Temuan dari penelitian ini ini menunjukan tidak ada perbedaan nilai yang signifikan antara kedua kelompok yang diuji, artinya adalah tidak ada Hubungan antara Motivation achievement dengan Level of Comprehension dari brand message. Kedua kelompok dapat memahami pesan yang disampaikan melalui games tanpa harus diberi motivasi.