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All Journal Ultimacomm: Jurnal Ilmu Komunikasi
Intan Primadini
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Languange, Linguistic, Communication & Media

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Pengaruh Advertorial mengenai CSR dalam Pembentukan Citra Merek Intan Primadini
Ultimacomm: Jurnal Ilmu Komunikasi Vol 8 No 2 (2016): ULTIMACOMM
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1073.908 KB) | DOI: 10.31937/ultimacomm.v8i2.882

Abstract

This research aims to examine the influence of the advertorial credibility level toward public perception on advertorial. The advertorial selected for this research is Lifebuoy’s corporate social responsibility program. The study seeks to assess the influence of public perception on the CSR in Lifebuoy brand image and to identify the different perception between Lifebuoy users and non-users on its CSR and brand image. The study uses a positivist paradigm with explanative approach. Data were obtained through survey using questionnaires. The population of this research were students of the extension program of the Faculty of Social and Political Science, Universitas Indonesia. Sixty samples were elected through random sampling method. It can be concluded that the advertorial credibility rate has a significant influence on the public perception of CSR, while CSR also brings a significant influence on the Lifebuoy brand image. However, there is no significant difference between perception of the Lifebuoy users and non-users concerning CSR and brand image. Keywords: Advertorial, brand image, corporate social responsibility, Lifebuoy, marketing public relations
Relasi Self-Esteem dan Body Image dalam Terpaan Media Sosial Instagram Michelia Martanatasha; Intan Primadini
Ultimacomm: Jurnal Ilmu Komunikasi Vol 11 No 2 (2019): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2401.996 KB) | DOI: 10.31937/ultimacomm.v11i2.1278

Abstract

This research is motivated by the ‘social media detox’ phenomenon, which is being carried out by many people to avoid the negative effect of social media. The high number of Instagram user, which is 80% of 150 billion active users in Indonesia can make people vulnerable to mental health problems as a result of the excessive use of social media Instagram. These problems are related to the perception of body image and the serious impact of self-esteem. The purpose of this research is to find out the impact of social media Instagram exposure on self-esteem levels through the perception of body image levels. This research used social comparison theory with the concepts of media exposure, body image, and self-esteem. The methodology of this research is quantitative with explanatory research. The respondents of this research were 400 respondents using non-probability purposive sampling technique by distributing online questionnaire. This research also used path analysis test to determine the indirect influence between the three variables. The result of this research shown that there is an indirect influence of social media Instagram exposure on self-esteem levels through the perception of body image levels. Also, there is a significant influence between social media Instagram exposure on the perception of body image levels by 7,6% and the perception of body image levels on self-esteem levels by 68,3%. However, between social media Instagram exposure and self-esteem levels do not have a significant effect. These results prove that the use of social media Instagram can influence the perception of their body image that also influence their self-esteem. Keywords: Body image, Instagram, Social Media, Self-esteem, Social Comparison Theory
Co-Authors Michelia Martanatasha