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Pengaruh Daya Tarik Brand Ambassador Dan Tingkat Pengetahuan Pesan Iklan Head & Shoulders Terhadap Minat Beli Produk Head & Shoulders Fitriyani, Putri; Nur Suryanto Gono, Joyo; Pradekso, Tandiyo
Interaksi Online Vol 12, No 1: Januari 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Head & Shoulders, as one of the well-known shampoo brands in Indonesia, become trending topics & viral among netizens but do not show an increase in product sales. Despite various communication strategies, including creating attractive advertisements and collaborating with two brand ambassadors, Joe Taslim and Fadil Jaidi. This research aims to determine the influence of brand ambassador attractiveness and the advertising message knowledge level of Head & Shoulders on the purchase interest in Head & Shoulders products. The theories used in this study are the Source Attractiveness Theory and Advertising Exposure Theory. The sample size in this study was 100 people aged 20-29 who had seen the Head & Shoulders ad titled “Joe Taslim X Fadil Jaidi – Who Is the Next Head & Shoulders BA?” and were domiciled in Semarang. The sampling technique used in this study was non-probability sampling with a purposive sampling method approach. The results showed that the influence of the brand ambassador attractiveness variable on the Head & Shoulders product purchase interest variable obtained a significance value of <0,001, where this number is smaller than 0,01, which means highly significant, indicating the influence of brand ambassador attractiveness on the purchase interest in Head & Shoulders products. Likewise, the variable of the advertising message knowledge level of Head & Shoulders on the variable of the purchase interest in Head & Shoulders products obtained a significance value of <0,001, where this number is smaller than 0,01, which means highly significant, indicating the influence of the advertising message knowledge level of Head & Shoulders on the purchase interest in Head & Shoulders products.
HUBUNGAN GAYA KEPEMIMPINAN, POLA KOMUNIKASI, DAN KEPUASAN KERJA DENGAN PRODUKTIVITAS KARYAWAN Alya Anwar, Rizqika; Pradekso, Tandiyo; Suryanto Gono, Joyo Nur
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This research is motivated by data from the Ministry of Manpower in 2022, showing that employee productivity in Central Java is low compared to other provinces in Indonesia, where Central Java ranks 27 out of 34 provinces. The district in Central Java that has a lower level of employee productivity compared to other districts is Jepara Regency. The research method used is explanatory quantitative research with a total sample of 100 respondents who are employees in Jepara Regency, aged 17-56 years, and have more than 1 year of work experience. The data collected were analyzed using two techniques, namely the Chi Square and Kendall's Tau B tests. The results showed that there was no relationship between leadership style and employee productivity (significance value 0.091). However, there is a relationship between communication patterns and employee productivity (significance value 0.04). In addition, there is a relationship between job satisfaction and employee productivity (significance value 0.00).
The Influence of Influencers Popularity, Online Customer Review and Advertising Exposure on Npure Purchase Interest on E-Commerce Shopee Rosyada Setijawan, Amrina; Pradekso, Tandiyo; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Beauty and cosmetics products are the best-selling products right now. It is known that the cosmetics and beauty industry in Indonesia has increased from year to year and contributed 1.92% to gross domestic product (GDP) (Bisnis Indonesia, 2022. Skincare is one of the beauty products needed to keep skin healthy. Not only for women, now many men also use it. Until 2022, recorded skincare sales in Indonesia reached IDR 292.4 billion in the second quarter (Compas, 2022). NPure is a local skincare brand that was founded in 2017 with a campaign in the form of skincare products with natural ingredients. NPure also revealed that its products come from raw materials taken from farmers in Indonesia, which also supports the welfare of farmers in Indonesia. The existence of many skincare brands in the beauty and cosmetics category makes it necessary for NPure to implement strategies to attract more consumer purchase interest in skincare. This study aims to evaluate the marketing communication tools used by NPure and to find out is there any influence of influencers popularity, online customer review, and advertising exposure on NPure purchase interest. The hypotheses in this study are derived from theory used in this study is the Source of Attractiveness Model, Cognitive Response Approach theory and Advertising Exposure theory, with the sampling technique of non-probability sampling. The sample consists of 100 people with female and male characteristics that already know about NPure influencers popularity, NPure online customer review and NPure advertising. The results showed that the hypothesis about influencers popularity on purchase interest, online customer review on purchase interest and advertising exposure on purchase interest is accepted with a significance value of 0.000, indicating there is a significant influence on purchase intention.
Pengaruh Terpaan Promosi Penjualan Shopee PayLater dan Persepsi Risiko Layanan Shopee PayLater terhadap Keputusan Pembelian Fashion menggunakan Shopee PayLater Tiur Agata, Elisa; Pradekso, Tandiyo; Naryoso, Agus
Interaksi Online Vol 12, No 1: Januari 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This research addresses the rapidly growing trend of using pay later services in Indonesiain 2023, especially within the fashion sector. Shopee PayLater, one of the pay later services inIndonesia, has conducted sales promotions focused on enticing users with benefits such ascashback and other promotions, without providing education on the risks and obligations thatconsumers should understand before adopting the service. While this service offers benefits toconsumers in terms of meeting urgent needs, there are also notable risks, particularly concerningexcessive debt management, financial difficulties among the younger generation, and theescalating amount of unpaid debts within the pay later services in Indonesia.Using a positivist quantitative method, this research applies the Behavioral LearningTheory with the concept of Operant Conditioning to explain the influence of sales promotions,and the Risk Management Decision-Making Theory as a basis to understand the impact of riskperception on purchasing decisions. This study involved respondents aged 17-39 in theJabodetabek area who have been exposed to promotions and have either used or are currentlyusing Shopee PayLater. Regression analysis results indicate that sales promotions have a positiveinfluence of 14 percent on purchasing fashion products using Shopee PayLater, while riskperception has a negative influence of 28.2 percent. Consequently, Shopee PayLater needs tooptimize promotional messaging and enhance service security to manage consumer riskperception.
PENGARUH PERSEPSI TERHADAP ‘SPOTIFY WRAPPED’ DAN PERSEPSI KEUNTUNGAN PREMIUM TERHADAP MINAT BERLANGGANAN SPOTIFY PREMIUM Ramadhinda, Azzahra; Manalu, S. Rouli; Pradekso, Tandiyo
Interaksi Online Vol 12, No 4: Oktober 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Various efforts have been made by Spotify to attract people to subscribe to Spotify Premium, such as offering different types of premium service packages with various benefits and informational services like Spotify Wrapped. However, the presence of Spotify Wrapped and the benefits of Spotify Premium have led to both positive and negative perceptions among the public. This research will analyze whether the perceptions of Spotify Wrapped and the premium benefits influence the interest in subscribing to Spotify Premium. The theory used in this research is the Technology Acceptance Model (TAM). The sampling technique used in this research is non probability sampling, with a sample of 100 respondents residing in DKI Jakarta. This research conducts hypothesis testing using multiple linear regression equations. The results show that the variables of perception towards 'Spotify Wrapped' and the premium benefits variables simultaneously influence the interest in subscribing to Spotify Premium with a significance value of 0.002 < 0.05. Additionally, the value of the coefficient of determination (R Square) shows a value of 0.116, which means that the perception values towards 'Spotify Wrapped' and the perception of premium benefits towards the interest in subscribing to Spotify Premium are 11.6%. The hypotheses proposed in this study are accepted, and the research findings are in line with the theory used in this study, where the two independent variables in this research can provide benefits to the public and increase the interest in subscribing.
PENGARUH TERPAAN SALES PROMOTION DARI SALES CALL DAN KUALITAS KOMUNIKASI FRONT OFFICE TERHADAP LOYALITAS KONSUMEN ARTOTEL GAJAHMADA-SEMARANG Marshanda Putri, Tyara; Naryoso, agus; Pradekso, Tandiyo
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This study aims to investigate the influence of sales promotion exposure from sales calls and front office communication quality on consumer loyalty at ARTOTEL Gajahmada-Semarang. The study employs an explanatory quantitative method with purposive sampling involving 100 respondents. Simple linear regression analysis is used for data analysis. The research findings indicate that sales promotion exposure from sales calls significantly influences consumer loyalty at ARTOTEL Gajahmada-Semarang, with a significance level of 0.036 < 0.05, although the R Square value suggests a weak influence (0.044). Similarly, front office communication quality significantly affects consumer loyalty at ARTOTEL GajahmadaSemarang, with a significance level of 0.028 < 0.05, but the R Square value indicates a weak influence (0.048). The weak influence may be attributed to inadequate human resources, as the staff at ARTOTEL Gajahmada-Semarang may not be sufficient to handle all staying guests effectively.
PENGARUH TERPAAN GREEN PROMOTION DAN PERSEPSI MANFAAT TERHADAP CAMPAIGN WASTE DOWN BEAUTY UP SOCIOLLA Ardelia Fitriani, Neysa; Pradekso, Tandiyo; Naryoso, Agus
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Sociolla, one of the most famous cosmetic stores in Indonesia, has launched an environmentally friendly campaign called Waste Down Beauty Up. In 2022, there will be 6.8 million tons of cosmetic waste, 70% of which is not processed properly. This motivated Sociolla to launch an environmentally friendly campaign by offering various benefits so as to motivate people to participate in the campaign. This research aims to find out whether the influence of green promotion exposure and perceived benefits on participation intention campaign Waste Down Beauty Up. This research is a type of explanatory research using non-probability sampling techniques. The number of respondents was 103 people with the characteristics of women, at least 17 years old, Sociolla consumers, had never participated in the Waste Down Beauty Up campaign, and had ever seen the Waste Down Beauty Up campaign promotion. The theories used are Cognitive Response Theory, Participatory Culture Theory, and Concept 3A (Awareness, Attitude, Action). The research results show that green promotion exposure can influence participation intention the Waste Down Beauty Up campaign and perceived benefits can participation the Waste Down Beauty Up campaign. The researcher's recommendation for Sociolla is to increase the frequency of promotions on social media, such as Instagram and TikTok. Not only that, Sociolla also needs to emphasize environmental problems caused by the accumulation of cosmetic packaging container waste through promotional activities on Sociolla's social media.
Pengaruh Radikalisme Politik Progresif dan Tingkat Literasi Digital Terhadap Partisipasi Politik Kaum Muda Hardiyanto, Muhamad; Pradekso, Tandiyo; Lukmantoro, Triyono
Interaksi Online Vol 12, No 1: Januari 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Fenomena protes-protes oleh kaum muda menimbulkan radikalisasi politik di mana kaum muda semakin mengembangkan kesadaran akan perlunya perubahan mendalam di masyarakat. Ini mendorong mereka untuk melakukan partisipasi politik yang didukung oleh kecakapann mereka menggunakan teknologi digital dan dilakukan baik secara luring dan daring. Dalam kondisi representasi politik progresif di Indonesia yang tidak berjalan baik, potensi partisipasi politik kaum muda ini dapat terbatas karena peranan pentingnya menarik energi kaum muda kepada partisipasi politik perubahan. Penelitian ini memilih kaum muda berusia 17-30 tahun dan menggunakan internet sebagai populasi yang diteliti untuk mengetahui ada atau tidaknya pengaruh radikalisme politik progresif dan tingkat literasi digital terhadap tingkat partisipasi politik luring dan daring. Teori Uses, Gratification, and Dependency digunakan untuk menjelaskan penggunaan media digital yang sadar untuk memenuhi kebutuhan (politik) dan pembentukan pengetahuan, sikap, dan tindakan (politik) melalui interaksi dengan media. Sampel penelitian berjumlah 60 orang. Hasil penelitian menunjukkan tidak adanya pengaruh variabel independen terhadap variabel dependen. Populasi dengan karakteristik berbeda dan variabel independen berbeda disarakan untuk peneliti selanjutnya. Kepemimpinan politik, pendidikan politik, dan mobilisasi politik dipertimbangkan sebagai variabel yang membantu dalam menjelaskan partisipasi politik atau keterlibatan sosial di antara kaum muda.
PENGARUH TERPAAN SALES PROMOTION SHOPEE DAN INTENSITAS KOMUNIKASI PEER GROUP TERHADAP PERILAKU IMPULSE BUYING PRODUK FASHION DI PLATFORM SHOPEE PADA GEN Z DI KOTA SEMARANG Febriandani, Anisa; Setyabudi, Djoko; Pradekso, Tandiyo
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The surge in purchasing Gen Z fashion products is evidenced by Gen Z holding the highest rank in fashion transactions on e-commerce platforms. These purchases often lead to impulse buying behavior. From a consumer perspective, impulse buying is viewed negatively, yet it positively impacts sellers. Accordingly, fashion stores strive to enhance impulse buying through marketing strategies, including increased exposure to sales promotions and intensified peer group communication. By using this strategy, ideally it can be effective in encouraging impulse buying behavior, but in reality the widespread exposure to sales promotions and peer group communication has not consistently driven impulse buying. This study aims to investigate the influence of Shopee's sales promotion exposure and peer group communication intensity on impulse buying behavior of fashion products among Gen Z on the Shopee platform in Semarang. The research builds on previous studies, using simple linear regression analysis with non-probability convenience sampling of 100 participants aged 18-26 years in Semarang. The hypothesis results show that there is no effect of exposure sales promotion Shopee towards impulse buying behavior fashion product Shopee for Gen Z in the city of Semarang with a sig value. amounting to 0.399. Meanwhile, regarding the intensity of communication peer group there is influence with behavior impulse buying product fashion Shopee for Gen Z in the city of Semarang with a sig value of 0.019.
PENGARUH INTENSITAS KOMUNIKASI PEER GROUP DAN TERPAAN CELEBRITY ENDORSER DI MEDIA SOSIAL TERHADAP MINAT MENGGUNAKAN ROKOK ELEKTRIK (VAPE) PADA REMAJA Aldiansyah, Duvit; Pradekso, Tandiyo; Naryoso, Agus
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

E-cigarettes (electronic cigarettes) or vape have become a new consumption trend by teenagers, supported by the latest data where the highest number of vape users in Indonesia, around 22 percent, are teenagers aged 15 to 19 years. Studies show that if you have friends who smoke, over time they tend to become people who intend to, experiment, or become regular smokers. Apart from that, the presence of celebrity endorsers who support a brand can also increase purchase intentions. This research is a type of explanatory quantitative research. Social Learning Theory is used to explain the relevance of peer group communication to interest in using. Meanwhile, when exposed to celebrity endorsers, the Source Credibility Model is used as a theoretical basis. A simple linear regression test on the intensity of peer group communication on interest in using electronic cigarettes (vape) shows a significance value of 0.000, which means it is very significant or there is an influence so the hypothesis can be accepted. The significance value of exposure to celebrity endorsers on interest in using electronic cigarettes (vape) is 0.000, which means it is very significant because 0.000 ≤ 0.01 so the hypothesis is accepted where there is an influence.
Co-Authors Achmad Habibie Taufiqqur Rahman Adi Nugroho Adinda Sekar Cinantya Aditia Nurul Huda Aditya Iman Hamidi Adityo Cahyo Aji Afif Hazly Hasibuan Agraha Dwita Sulistyajati Agus Naryoso Ahda Hanif Fauzi Ahmad Fauzi Ahmad Fikar Harakan Aike Ingget Pratiwi Aisah Putri Sajidah, Aisah Putri Ajeng Rengganis, Sekar Albert Rivai Sinaga Aldi Atwinda Jauhar Aldiansyah, Duvit Aldila Leksana Wati Alexandra Parahita Bening Kesumaputri Alif Ibrahim Alya Anwar, Rizqika Alyssa Jasmine Aurelia Rahmiqatrunnada Amrina Rida Hapsari Ananda Erfan Musthafa Andrea Oktavia, Helga Anggi Pramesthi Kusumarasri Anggia Anggraini Anjar Mukti Yuni Pamungkas, Anjar Mukti Annisa Aulia Mahari Annisa Kusumawardhani Annisya Winarni Putri Aprida Mulya, Resti Ardelia Fitriani, Neysa Ardini Koesfarmasiana, Ardini Arfika Pertiwi Putri Arif Nurochman Arinda Putri Oktaviani Aryatama Wibawa, Michael Asep Virgo Asri Aulia Rachmawati Asri Nugraheningtyas Astrid Damayanti Asty Setiandini Atika Nabila Atina Primaningtyas Aulia Nur Awang Asmoro Ayu Puspitasari, Ramadhiana Ayu Saraswati Ayu Sri Purnama, Ayu Sri Azzahira Putri Zakaria, Grandhis Badri Ilham Ramadhan Bagoes Praswanda, Yusrizal Banun Diyah Ardani Bareta Hendy Pamungkas Bayu Widagdo, Muhammad Bella Yunita Binarso Budiono Budiono Bisma Alief Charisma Rahma Dinasih Chintya Dyah Meidyasari Daffa Satriowibowo Daniel Dwi Listantyo Dara Pramitha Darda Putranto, Addakhil Deansa Putri Deni Arifiin Destima Nursylva Anggraningrum Devi Pranasningtias Indriani Dhira Widya Prasya, Dhira Dhiyah Puspita Sari Dhyah Shanti Nur Kartika Dimas Muhammad Distian Jobi Ridwan Diyan Hafdinovianti Ayu Kinasih Djoko Setiabudi Djoko Setyabudi Donik Agus Setiyanto DONNA RADITA MERITSEBA DR Sunarto Dwi Mulya Ningsih Dwi Purbaningrum Eggie Nurmahabbi Eka Ardianto Farasila, Iraisa Farisa Dian Utami Fariz Dewanto Fatma Izzatussayidati Febri Ariyadi Febriana Handayani Febriandani, Anisa Fitriyani, Putri Frida Asih Pratiwi Galuh Perwitasari Ghaliyah Julya Almira Ghana Pratama, Albert Ghela Rakhma Islamey Ghita Kriska Dwi Ananda Gilang Wicaksono Hajar Azizatun Niswah Hamidah, Nadiya Handi Aditia Hapsari Dwiningtyas Hapsari Dwiningtyas Hapsari Dwiningtyas Sulistyani Hardiyanto, Muhamad Hedi Pudjo Santosa Hedi Pudjo Santosa Hedi Pudjo Santosa Hendrikus Setya Pradhana Henny Novita Rumono Hilda Maisyarah I Nyoman Winata I Nyoman Winata Ibrahim Muhammad Ramadhan Ichsan Wahyu Pratama Imam Muttaqin Indah Puspawardhani Indra Septia BW Infra Ranisetya Intan Mashitasari Ira Astri Rasika Jaya Pramono Adi Jimmy Fachrurrozy Jody Suryamar Yudha Joyo Nur Suyanto Gono Kanaya Az Zahrah Karunia Yusuf, Kevin Kembang Soca Paranggani Khairani, Indah Khairunnisya Sholikhah Kinanati Bunga Wulansari Krisna Adryanto Lintang Jati Rahina Lintang Ratri Rahmiaji LISTIANTO HINDRA PRAMONO Lizzatul Farhatiningsih Lucia Eka Pravitasari Luh Rani Wijayanti M Bayu Widagdo Maharani Easter Mahendra Zulkifli Manggala Hadi Prawira Marcia Julifar Ardianto Marsha Fildzaishma Marshanda Putri, Tyara Martia Mutiara Tasuki Marwah Gayatri Purnado Maya Lestari Melinda Wita Satryani Meriza Lestari Meta Detiana Putri Mohammad Akbar Rizal Hamidi Much Yulianto Much. Yulianto Muchamad Yulianto Muchammad Bayu widagdo MUHAMMAD ABDUSSHOMAD Muhammad Bayu widagdo Muhammad Bayu Widagdo Muhammad Fadhel Raditya Muhammad Rofiuddin Muhamy Akbar Iedani Muliawati, Ditha N S Ulfa Naafisa Maulida Pratama Nabila Rezki, Anisa Nadia Dwi Agustina Nadia Hutaminingtyas Nanik Sudaryningtyas, Nanik Naura Kamila Prasetyanti Nicho Putera Gustantyo Nidya Aldila Nikita Putri Mahardhika Nikolas Prima Ginting Ninda Nadya Nur Akbar Noni Meisavitri Novi Rosmaningrum NS Ulfa Nungki Dwi Widyastuti Nur Dyah Kusumawardhani Putri Nur Shafira, Hana Nurist Surayya Ulfa Nurist Surraya ulfa Nurist Surrayya Nuriyatul Lailiyah Nurrist Suraya Ulfa Nurrist Surayya Ulfa Nurul Avita Sari Nurwijayanti Otto Fauzie Haloho Pipin F.P. Lestari Prabowo Nurwidagdyo Pranamya Dewati Prescilla Roesalya Primada Qurrota Ayun Pungkas Dwitanto Purwoko, Agus R. Sigit Pandhu Kusumawardana Radika Oktavianti, Dina Raihan Triaffandra Ramadhan, Maulana Ramadhinda, Azzahra Randyani Rarasati Raymond Soelistiono Filemon Raynaldo Faulana Pamungkas Reichan Anantyo, Muhamad Resty Widyanty Revana Meylani Rhola Bachtiar Raharjo Rifki Nur Pratiwi Rifqah Nailah Rijalul Vikry Rizka Amalia Rizka Arsianti Rizky Amalya Hadiningtyas Rizqi Ganis Ashari Rohedy Ayucandra Rohmat Pambudi Roli Harni Purba, Juita Rony Kristanto Setiawan Rosita Kemala Sari Rosyada Setijawan, Amrina Rumi Aulia Rahmanisa S Rouli Manalu Safira Nurin Aghnia Santa Cicilia Sinabariba Septian Aldo Pradita Septiana Hadiwinoto, Jessica Septiana Wulandari Suparyo Setyabudi, Gunawan Shafira Inas Nurina Shahnaz Natasha Anya Sigit Haryadi Sofi Kumala Fatma Sofianisa Rahmawati Sri Budi Lestari Sri Widowati Sri Widowati Herieningsih Sri Widowati Herieningsih Sunarto Sunarto Tan Faizal Rachman Tasya Nadia Taufik Indra Ramadhan Taufik Reza Ardianto Taufik Suprihatini Taufik Suprihatini Teresia Kinta Wuryandini Theresia Dita Anggraini Thriyani Rahmania Titan Armaya Tiur Agata, Elisa Tjen Jocelyn Ivana Tri Muriati Harahap, Anggi Tri Utami Triangga Ardiyanto Triyono Lukmantoro Triyono Lukmantoro Turnomo Rahardjo Uci Andriani Veriska, Veriska Vicho Whisnurangga Vinny Avilla Barus Wahyu Aji Hernawan, Dhimas Wahyu Kuncoro Aji, Danar Wahyu Nur R, Efrilia Wahyu Widiyaningrum Widya Andhika Aji Wina Natasya Saragih Wiwid Noor Rakhmad Yanu Angga Andaru, Yanu Yanuar Luqman Yoga Yuniadi Yohanes Rico Ananda Putra, Yohanes Yuan Stephanie Yuliantika Hapsari Yunita Indriyaswari Yusriana, Amida YUSUF AKBAR, MUHAMMAD Zainul Asngadah Fatmawati Zelda Elsa Khabibah Zulfikar Mufti