Garuda - Garba Rujukan Digital

Efektivitas Intensitas Event Marketing LINE Webtoon dan Terpaan Iklan Produk pada akun Instagram @linewebtoon.id dalam Keputusan Pembelian Koin di LINE Webtoon Andina Mutiara Insan; Hedi Pudjo Santosa; Amida Yusriana
Interaksi Online Vol 9, No 3: Juli 2021
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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LINE Webtoon carries out various promotions to promote its products and with a fairly frequent intensity, one of the promotions includes event marketing and organic product Ads on Instagram. When compared to U.S and Taiwan webtoons, the events they do are not more frequent and not more numerous than those held in Indonesia. Furthermore, U.S and Taiwan webtoons also very rarely advertise their comic products organically on Instagram accounts. However, in reality, the number of paid episode readers on LINE Webtoon Indonesia is unstable when compared to other countries, the U.S. and Taiwan webtoons have more stable paid episode readers. This study aims to determine the effectiveness of the intensity of LINE Webtoon's marketing events and exposure to product advertisements on the @linewebtoon.id Instagram account in the decision to purchase coins on LINE Webtoon. The theory used in this research is the Elaboration Likelihood Model and Strong Advertising Theory. To determine the sample, this study uses a non-probability sampling technique. The sample consisted of 50 females and males, aged 18-25 years who used LINE Webtoon, followed the @linewebtoon.id Instagram account, and purchased coins on LINE Webtoon in the last 6 months. The results show that the effectiveness of event marketing intensity in purchasing decisions has a significance value of 0.015 which can be interpreted as significant, a correlation coefficient of 0.251 which means that it has a weak closeness and this correlation test has a positive relationship direction. Furthermore, the effectiveness of product advertising exposure in purchasing decisions has a significance value of 0.440 which can be interpreted as insignificant

Analisis Dinamika Komunikasi Kelompok Penggemar K-Pop Generasi ke-4 (STAY, ATINY, dan MOA) dalam Menanggapi Fanwars di Media Sosial Twitter Arimbi Febriani Ramedi Putri; Hedi Pudjo Santosa; Amida Yusriana
Interaksi Online Vol 10, No 4: Oktober 2022
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The rapid development of K-Pop is shown by the increasing number of fans in the K-Pop 4th generation’s fandom especially STAY, ATINY, and MOA with the strength within three fandoms shown by the solidarity of fans in carrying out activities in support of their idols on Twitter and participate in social activities. The sense of kinship in the fandom is also felt by supporting and encouraging each other. However, fandoms are often involved in fanwars or fights between fandoms by insinuating, berating, and bullying other fans and their idols. This study aims to see themes displayed by fans in responding to fanwars on Twitter and to find out how the dynamics of group communication in STAY, ATINY, and MOA in responding to fanwars on Twitter. The method used is descriptive qualitative with an interpretive approach. The theories used in this research include the theory of group communication dynamics and participatory culture. The data obtained using the interview method with several informants and observations made online. The themes found within three fandom in responding to fanwars on Twitter is on the dynamics of group communication: interaction analysis, direction of communication, and communication networks. The themes in participatory culture include: message consumption and participation. This research shows that in the STAY, ATINY, and MOA fandoms there are several types of fans based on their responses and participation in fanwars with the direction of communication between each fan running in two directions and the communication network they have is a chain pattern and all channel pattern. They also use social media, especially Twitter, to the maximum extent, as a platform for their activities as fans specifically to dig up information about the fanwars that occurred.

REPRESENTASI MASKULINITAS PADA KARAKTER PEREMPUAN DALAM FILM “KARTINI” KARYA HANUNG BRAMANTYO Febriani Dillawati; Muhammad Bayu Widagdo; Amida Yusriana
Interaksi Online Vol 11, No 1: Januari 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Gender is an interesting topic to research to date, especially issues related to women. Patriarchal culture is often associated with problems where women are considered to only have feminine characteristics and men have masculine characteristics. In this way, women's positions are often subordinated and have low roles, functions and positions. Although in general, masculine is a label given to men, masculine can also be addressed to women who have personalities and behave like men's traits. Women can be masculine not in the context of sex but in the context of gender. This study aims to determine the representation of masculinity in female characters in the film "Kartini" by Hanung Bramantyo. The main theory used in this study is The Feminist Transmission Model. This study applies descriptive qualitative research with data collection techniques by observation and documentation where the process of taking it is by taking pictures in the film Kartini. the data analysis technique used is Roland Barthes's semiotic analysis method because by using this analysis theory, research can be interpreted in terms of meaning, namely by denotation, connotation, and also mythical meaning. Based on the findings, the Kartini film tries to provide a different alternative, because the Kartini film shows women as the main character and as a hero. Through the film Kartini, an alternative representation emerges, namely female masculinity. The masculinity of women can be seen through masculine performance which includes power, courage, heroism, leadership.

PENGALAMAN IMITASI BUDAYA KOREA DALAM SERIAL DRAMA KOREA PADA REMAJA Nayla Zahra Luthfia; Nurul Hasfi; Amida Yusriana
Interaksi Online Vol 11, No 3: Juli 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This research aims to find out and explore the experience of Korean cultural imitation in Korean drama series in teenagers. The research method used in this study is a qualitative research method with a phenomenological approach. The subjects of this research are adolescents. The theory that is useful as a reference in this research is Modeling Theory by Albert Bandura. From the results of the research conducted on the six informants, they confirmed that they experienced Korean cultural imitation in various Korean drama series. The results of the imitation of the six informants were formed into two cultural categories, namely material culture and nonmaterial culture. Material culture in the form of typical food and typical appearance, and non-material culture in the form of language, and cultural manners in Korea. The results of the imitation are due to the four imitation processes that the six informants went through, namely the attention process, the retention process, the motor reproduction process, and the motivation process. From the four processes of imitation, we can see the types of imitation based on the imitation efforts made by the six informants, namely the types of direct imitation, indirect imitation, combined imitation, momentary imitation, and continuous imitation.

REPRESENTASI PERILAKU MASYARAKAT INDONESIA DALAM IKLAN GRAB X OVO VERSI ‘MODAL PERCAYA – ASLI TJAP INDONESIA’ DI INSTAGRAM Fandi Razan Fadhila; Hedi Pudjo Santosa; Amida Yusriana
Interaksi Online Vol 11, No 4: Oktober 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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As a service provider company, Grab always publishes advertisements containing about its products. In taking advantage of the momentum of Indonesian independence, Grab collaborated with OVO to produce an advertisement entitled 'Capital Beli-Asli Tjap Indonesia' which displays a portrait of the behavior of Indonesian people in solving everyday problems. In this advertisement, there is no visible persuasive message conveyed at all. So, this advertisement is unique and differentiates it from previous versions of advertisements. This research aims to find out and describe how the behavior of Indonesian people is represented in these advertisements. This research uses Representation theory and the concept of Advertising - the magic of meaning as a basis for explaining the findings. The method used in this research is Semiotic analysis with data analysis techniques using two orders of significance. The results of the research show that Grab represents the behavior of Indonesian society through figures who have a fighting spirit, such as fathers, buskers, and manual field workers, represented as people who are persistent and optimistic, represented through several symbols such as sharpened bamboo, kerokan marks, areca nut climbing activities. , billboards for political officials, and superhero costumes. Grab inserts a message in the representation displayed, Grab is here as a practical solution in meeting needs and solving daily problems. Grab also inserts myths about celebrating poverty.

PENGALAMAN SHARENTING DI INSTAGRAM SEBAGAI UPAYA PRESENTASI DIRI PADA IBU MILENIAL Devina Meidy Fidelia Putri Pangudi; Triyono Lukmantoro; Amida Yusriana
Interaksi Online Vol 11, No 4: Oktober 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This study aims to explore how millennial mothers perceive and engage in sharenting, specifically on the Instagram platform, focusing on self-presentation. Drawing on symbolic interaction theory and self-presentation theory, in-depth interviews were conducted with eligible millennial mothers. The data was analyzed using Interpretative Phenomenological Analysis (IPA). The findings highlight that millennial mothers intentionally select and present symbolic elements through Instagram features like editing tools, feed, story, filter, caption, and background music to convey aspects of self-identity. This process is closely intertwined with audience interaction. Furthermore, mothers place significant emphasis on the content they share, prioritizing positivity and educational value. This selective approach aligns with self-presentation strategies, including ingratiation, self-promotion, and exemplification. These strategies collectively contribute to positive audience impressions, portraying harmonious family dynamics, demonstrating parental competence, and reflecting integrity and moral values. The research suggests that millennial mothers find value in utilizing Instagram for sharenting, strategically creating positive impressions to support their roles as parents. While sharenting offers numerous benefits, it is important to acknowledge potential emotional impacts on mothers. This study also indicates that sharenting will continue to be a significant aspect of millennial motherhood. This underscores the importance of deeper understanding and digital literacy education in the community.

HUBUNGAN DAYA TARIK JINGLE IKLAN DAN DAYA TARIK CELEBRITY ENDORSER SAL PRIADI DENGAN BRAND IMAGE IM3 OOREDOO (STUDI EKSPERIMEN PADA IKLAN “BULAN YANG BAIK”) Nanda Immanuella; Agus Naryoso; Amida Yusriana
Interaksi Online Vol 11, No 4: Oktober 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Advertising is an important element of a series of product promotions that has an impact on how the brand image is perceived in the consumer's brain. IM3 Ooredoo uses advertising jingle and celebrity endorser Sal Priadi entitled "Bulan Yang Baik " in its advertising. IM3 Ooredoo continues to improve network quality from August 2021 until the end of 2022. However, the data shows IM3 Ooredoo's Top Brand Index has decreased and IM3 Ooredoo is in second place under Telkomsel as well as the number of subscribers. This study aims to determine whether there is a correlation between the attractiveness of advertising jingles and the attractiveness of celebrity endorser Sal Priadi with IM3 Ooredoo's brand image. Advertising Exposure Theory and Source Attractiveness Model Theory are used to explain the influence between variables. The sample is 30 respondents aged 15-25 years who actively use internet services based on nonprobability sampling and purposive sampling techniques. The type of research used is quantitative with the experimental research method pre-experimental design with one group pretest and posttest design.The results of the Wilcoxon Signed-Rank Test stated that there was a correlation between the attractiveness of advertising jingles and the attractiveness of celebrity endorser Sal Priadi with IM3 Ooredoo's brand image with Asymp. Sig (2-tailed) is 0.002 which is below 0.005.

Memahami Strategi Perlawanan Seksualitas Perempuan dalam Film “Yuni” Bethsheba Graciella Jacinda; Hapsari Dwiningtyas Sulistyani; Amida Yusriana
Interaksi Online Vol 11, No 4: Oktober 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Women and men should have equal opportunities to communicate and express their sexualities. However, the reality shows that women’s body and sexuality are still bridled from disciplining rules. “Yuni” is a film that tells the story of a society that still holds a tight disciplining rule over female sexuality. This research aims to understand how sexuality resistance strategy and the logic of sexuality perspective are represented in the film “Yuni”. This research uses representation theory, feminist standpoint theory, Luce Irigaray’s resistance strategy, and elements of sexuality. This is a descriptive qualitative research, under critical paradigm, and uses John Fiske’s semiotics method to analyze data findings. The result of this research found that “Yuni” represented resistance strategies through creating female sexuality, creating female language, and intensifying female sexuality. Through these strategies this research discovers that “Yuni” represented female expression of sexuality as a form of resistance, naturalizing the depiction of the female body, female language as a form of resistance, and resistance to the construction virginity. The perspective dominantly seen in “Yuni” is the female perspective, that appeared as the female director’s position towards the issues discussed in the film. However, this research also found that there is still a usage of the known dominant perspective in the effort of female sexuality resistance through the representation of a lesbian relationship that was formed because of trauma, heteronormative construction, and objectification of the female body.

EKSPRESI FANATISME ARMY PENGGEMAR BTS (PEREMPUAN) DI INDONESIA DALAM INSTAGRAM Samudra Sindy Pertiwi; Triyono Lukmantoro; Amida Yusriana
Interaksi Online Vol 11, No 4: Oktober 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The phenomenon of fan culture is currently occurring in various aspects of humanity, both cultural, social, economic, political, and entertainment. The fan culture phenomenon was formed because of a set of norms originating from the fans themselves. However, fan culture is slowly experiencing changes in fandom activities. The Indonesian ARMY fandom is known as a loyal fan of BTS, it is not uncommon for them to show their fanatical behavior by often posting everything about BTS. This research aims to find out what ARMY's motivation is for following BTS, what activities occur, and what forms of fanaticism are expressed on Instagram. Several theories are used to examine this phenomenon, including the Bandwagon Effect Theory, Parasocial Relationship Theory, and Participatory Culture Theory. The method used is descriptive qualitative with a phenomenological approach that focuses on the experiences of the informants. To dig up in-depth information from informants, researchers used in-depth interview techniques (in dept interviews). The results of this research show that ARMY's motivation for following BTS can be explained as coming from the circle or joining the group and the interest comes from themselves. ARMY's motivation for liking BTS can also be explained by the way individuals like or love their idols because of the physical factors they display. The activities on social media can create a sense of intimacy, feelings of connection, friendship, and identification with media figures. Active activities that are usually carried out by informants can be shown by giving likes, replying to comments, and sending messages on Instagram as well as re-sharing uploads about BTS. Several activities carried out by the informant indirectly made the informant feel closer to ARMY, which was part of a social relationship. Expressions of fanaticism can be shown in various ways on Instagram, namely by watching concerts, creating short video content about BTS at concerts, uploading concert photos, creating merchandise unboxing content to immortalize, and collecting merchandise, starting from albums, photocards, clothes, hats, etc. and other trinkets, are part of the indicators of participatory culture, namely producing, reading and writing.

The Correlation Between Awareness of Sustainable Fashion and Willingness to Pay with Intention to Purchase Sustainable Fashion Products Ariabryna Batari Nadyasworo; S. Rouli Manalu; Amida Yusriana
Interaksi Online Vol 11, No 4: Oktober 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The rapid growth of the fast fashion industry has given rise to a new phenomenon referred to as sustainable fashion, hence prompting a paradigm shift in consumers' perspectives towards their clothes consumption habits. The objective of this study is to investigate the correlation between customer awareness of sustainable fashion and their willingness to pay, specifically in relation to their intention to purchase sustainable fashion products. The hypotheses posited in this study are derived from the theoretical framework of the Theory of Reasoned Action. The data for this study was collected from a sample of 310 participants through an online survey. The sampling approach employed was non-probability sampling, specifically purposive sampling. The selection of participants for the survey was based on certain criteria, (1) Male and female from Indonesia (2) Male or female consisted of individuals between the ages of 18 and 50.This study tested one hypothesis. As a result, it shows that awareness of sustainable fashion and willingness to pay, does correlate positive and significant with intention to purchase sustainable fashion products with a result of 0.000 (<0.01) on both variables. The aforementioned evidence supports the validity of the existing theory, that customers who have a greater understanding about the problems related with the consequences of fast fashion or the opposite of sustainable fashion are more likely to make purchases of sustainable fashion products. The findings of this study provide an important implication as knowledge of the impact of various barriers to sustainable fashion consumption can increase their intention to purchase sustainable fashion goods. Although public awareness of the negative environmental effects of the fashion industry is relatively high, there is still much work to be done to educate consumers on the consequences of their decisions. Furthermore, Indonesian market has already demonstrated a willingness to pay a higher price for environmentally and socially responsible products. Thus, it may serve as an encouragement for both global and regional fashion brands to make the transition towards sustainability.

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