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Candraningrum, Diah Ayu
Universitas Tarumanagara
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Dinamika Tren K-Fashion pada Gaya Berpakaian Penggemar Perempuan K-Pop Sari, Junita; Candraningrum, Diah Ayu
Prologia Vol. 9 No. 2 (2025): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v9i2.33421

Abstract

The development of the globalization era has an impact on the field of information and communication technology which is progressing very rapidly. The emergence of the internet and social media as new media has made people, especially young people, switch from seeking information using mass media or print media to using social media. Through these media, everyone can access information easily and quickly, one of which is the K-Fashion trend. Fashion is a form of nonverbal communication as a means to express oneself. This research aims to find out how the development of K-Fashion in the dressing style of female K-Pop fans by using the theory of technological determinism, new media, and the concept of nonverbal communication. This research uses a descriptive qualitative approach with phenomenological methods. Based on the results of the study, female K-Pop fans use clothes by following K-Fashion trends because they are inspired by idols, actresses, and actors. This research is expected to contribute to the depiction of K-Fashion trends in the dressing style of K-Pop female fans. Berkembangnya era globalisasi memberikan dampak pada bidang teknologi informasi dan komunikasi yang mengalami kemajuan sangat pesat. Munculnya internet dan media sosial sebagai media baru membuat masyarakat terutama anak muda beralih dari mencari informasi menggunakan media massa atau media cetak menjadi menggunakan media sosial. Melalui media tersebut, setiap orang dapat mengakses informasi dengan mudah dan cepat, salah satunya adalah tren K-Fashion. Fesyen merupakan bentuk dari komunikasi nonverbal sebagai sarana untuk mengekspresikan diri. Penelitian ini bertujuan untuk mengetahui bagaimana perkembangan K-Fashion pada gaya berpakaian penggemar perempuan K-Pop dengan menggunakan teori determinisme teknologi, media baru, dan konsep komunikasi nonverbal. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode fenomenologi. Berdasarkan hasil penelitian, penggemar perempuan K-Pop menggunakan pakaian dengan mengikuti tren K-Fashion karena, terinspirasi idola, aktris, dan aktor. Penelitian ini diharapkan dapat berkontribusi pada penggambaran tren K-Fashion dalam gaya berpakaian penggemar perempuan K-Pop.
Cyberculture in Cyberlife (Description of Travel Influencer Interactions with Their Followers on Instagram) Candraningrum, Diah Ayu
Jurnal Komunikasi Vol. 15 No. 1 (2023): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v15i1.18152

Abstract

The tourism industry in Indonesia has been growing rapidly for a long time. Although the pandemic Covid-19 has passed now, the presence of social media influencers (SMI) in the tourism sector still exists because their existence is considered effective in promoting Indonesian tourism. They can discuss travel activities, tourist destinations or just give appreciation through emojis in the comment space. Therefore, the purpose of this study is to describe the interactions that occur between different SMI characters and their followers through posts and comments uploaded on Instagram from January to March 2023. This period was chosen because it was the momentum of the revival of Indonesian tourism after the pandemic. The research approach used is qualitative with a virtual ethnography research method, with data collection techniques in the form of observation and online data collection. The data analysis techniques used are: 1) Elicitation stage which is the collection of raw data; 2) Reduction stage which consists of 3 stages, namely: Selection-Coding-Clustering; and 3) Visualization stage. Data collection of comments was carried out using the IGCommentExporter program, meanwhile data analysis conducted by Voyant Tools program. Furthermore, the discussion themes that emerged from the findings will be discussed with the concept of Cyberculture that has been discussed previously. The unit of analysis used in this research is the text message in the comment section of the Instagram accounts of two top female travel influencers in Indonesia @medinakamil and @puanindya. By using the concept of Cyberculture, this research concludes that the interaction that occurs between travel influencers and their followers is based on the followers' interest in the influencer's figure itself and also the online friendliness that displays in the comments column.
PEMBEKALAN MATERI MELALUI SEMINAR MENGENAI GAMES BERMUATAN BUDAYA LOKAL KEPADA SISWA SMA YAKOBUS JAKARTA UTARA Candraningrum, Diah Ayu; Chandra, Cecilia Jesse; Natasha, Evelyn
Jurnal Serina Abdimas Vol 3 No 3 (2025): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v3i3.35777

Abstract

Local culture is an important part of the national identity that must be preserved and maintained. The values in local culture are also reflected in the daily lives of the community. With the rapid development of information and communication technology, efforts to raise public awareness about culture can be carried out through the preservation of traditional games as well as through the existence of online games that contain elements of local culture. From the analyzed phenomenon, there is a concern about the fading implementation of local culture among teenagers. From this, the desire to act and conduct outreach related to spreading awareness in preserving traditional culture through the medium of games emerged. This research aims to provide understanding to the students of Yakobus Highschool that local culture can be studied and recognized through various types of games, both traditional and modern, using a seminar method to provide material. The results of the activity show that the activity successfully increased interest in games that highlight local culture, indicating that education were conducted appropriately. Budaya lokal merupakan bagian penting dari identitas bangsa yang harus dijaga dan dilestarikan keberadaannya. Nilai-nilai dalam budaya lokal juga tercermin dalam kehidupan sehari-hari masyarakat. Dengan pesatnya perkembangan teknologi informasi dan komunikasi, upaya meningkatkan kesadaran masyarakat terhadap budaya dapat dilakukan melalui pelestarian permainan tradisional maupun melalui keberadaan online games yang mengandung unsur budaya lokal. Berangkat dari fenomena yang telah dianalisis, muncul kekhawatiran atas lunturnya implementasi budaya lokal untuk para kalangan remaja. Dari situ, timbul rasa untuk bergerak dan mengadakan sosialisasi berhubungan dengan penyebaran kesadaran dalam melestarikan budaya tradisional lewat media permainan Penelitian ini bertujuan untuk memberikan pemahaman kepada siswa-siswi SMA Yakobus bahwa budaya lokal dapat dipelajari dan dikenali melalui berbagai jenis permainan, baik yang bersifat tradisional maupun modern, dengan metode yang digunakan yaitu seminar pembekalan materi. Hasil kegiatan menunjukkan bahwa kegiatan PKM berhasil meningkatkan ketertarikan terhadap game yang mengangkat budaya lokal, mengindikasikan bahwa dengan edukasi dan penyuluhan telah dilakukan dengan tepat.
Konsumsi Informasi Politik Gen Z di TikTok: Studi Kasus Isu Tunjangan Tempat Tinggal DPR Aurelia, Frisca; Candraningrum, Diah Ayu
Kiwari Vol. 4 No. 4 (2025): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v4i4.36811

Abstract

The development of technology and social media has brought changes to information consumption patterns, especially among Generation Z who tend to prefer short, fast, and easily accessible content. TikTok, a platform that has grown rapidly in Indonesia, is no longer limited to functioning as an entertainment medium but has also become a space for disseminating information, including political issues such as the controversy over the housing allowance of the House of Representatives (DPR). This study analyzes the political information consumption patterns of Generation Z on TikTok using the Uses and Gratifications theory and Information Seeking Gratifications. This research employs a qualitative approach through in-depth interviews and digital observation, with the findings validated using the member check technique to ensure data accuracy. The results show that Generation Z’s political information consumption patterns are shaped by TikTok’s algorithm and the characteristics of short-form content that are easily absorbed. Although the understanding gained tends to be basic, this pattern effectively motivates Generation Z to actively seek more in-depth information. The study emphasizes that TikTok is effective in shaping young people’s political understanding, despite various challenges related to accuracy and information quality. Perkembangan teknologi dan media sosial membawa perubahan dalam pola konsumsi informasi, khususnya pada kalangan Gen Z yang cenderung menyukai konten singkat, cepat dan mudah diakses. TikTok, sebuah platform dengan perkembangan yang sangat pesat di Indonesia kini tidak lagi berperan sebatas sebagai media hiburan melainkan juga sebagai wadah penyebaran informasi, termasuk isu politik, seperti kontroversi tunjangan tempat tinggal DPR. Penelitian ini menganalisis pola konsumsi informasi politik Gen Z di TikTok dengan menggunakan teori Uses and Gratifications dan Information Seeking gratifications. Penelitian ini menerapkan pendekatan kualitatif berupa wawancara mendalam dan observasi digital, hasil temuan kemudian divalidasi dengan teknik member check untuk memastikan akurasi data. Hasil penelitian memperlihatkan pola konsumsi informasi politik Gen Z dibentuk oleh algoritma TikTok dan karakteristik konten singkat yang mudah diterima. Meskipun pemahaman yang diperoleh berupa pemahaman yang mendasar terkait sebuah isu, pola ini efektif memberikan motivasi bagi Gen Z untuk aktif mencari sebuah informasi yang lebih mendalam. Penelitian ini menegaskan TikTok yang efektif membentuk pemahaman politik generasi muda dengan berbagai tantangan akurasi serta kualitas informasi yang muncul.
Pergeseran Budaya Nongkrong Gen-Z Makassar dari Kafe Tradisional ke Modern dalam Komunikasi Budaya Wijaya, Lillian Sabrina; Candraningrum, Diah Ayu
Kiwari Vol. 4 No. 4 (2025): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v4i4.36813

Abstract

Hanging out has become a part of the lifestyle of Makassar's youth. Generation Z is one of the generations that embraces this lifestyle. However, hanging out is no longer merely an activity for interaction. This activity has shifted to a symbol of social identity. Traditional cafes are starting to be abandoned by Gen-Z, who are turning to modern cafes. This study investigates the factors behind this shift, focusing on new interaction patterns formed in modern cafes, as well as how identity or image is constructed by Gen-Z in modern cafes. This study uses a qualitative approach with a case study method. Data collection was carried out through interviews, observation, and documentation. The results show that the shift is driven by social media trends, the aesthetics of the place, and awareness of a place's social status. New interaction patterns that occur in modern cafes are also found, namely the "Hybrid Interaction Pattern" (dual interaction: real and virtual) and the "Functional Interaction Pattern" (productive space for work and study). Budaya nongkrong telah menjadi bagian dari gaya hidup anak muda Makassar. Generasi Z adalah salah satu generasi yang menghidupi gaya hidup ini. Namun, gaya hidup nongkrong kini bukan lagi semata-mata aktivitas untuk berinteraksi. Kegiatan ini telah bergeser menjadi media pembentukan identitas sosial Gen-Z. Kafe tradisional sudah mulai ditinggalkan oleh para Gen-Z yang beralih ke kafe modern. Penelitian ini mencari tahu faktor pergeseran dengan titik fokus melihat proses interaksi baru yang terbentuk di kafe modern, serta bagaimana identitas atau citra dibangun oleh Gen-Z di kafe modern. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Pengambilan data dilakukan dengan wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan pergeseran didorong oleh faktor tren media sosial, estetika tempat, dan kesadaran akan status sosial suatu tempat. Ditemukan juga proses interaksi baru yang terjadi di kafe modern, yakni "Proses Interaksi Hybrid" (interaksi ganda: nyata dan virtual) dan "Proses Interaksi Fungsional" (ruang produktif untuk bekerja dan belajar).
Peran Gimik dalam Membangun Brand Personality Windah Basudara di YouTube Kent, Raymond; Candraningrum, Diah Ayu
Kiwari Vol. 4 No. 4 (2025): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v4i4.36815

Abstract

In the rapidly evolving digital era, brand personality has become a crucial element for content creators to establish a unique and recognizable identity amid increasingly competitive content ecosystems. This study examines the role of gimmicks in shaping the brand personality of Windah Basudara on YouTube using Jennifer Aaker’s Brand Personality framework. This research employs a qualitative case study approach through in-depth interviews with Windah Basudara, five loyal viewers, and a communication expert. The findings reveal that gimmicks function as performative strategies intentionally crafted to construct an energetic, loud, dramatic, and entertaining streaming persona—one that differs from his real-life personality. Consistent use of verbal and non-verbal gimmicks strengthens audience engagement, creates a lively viewing experience, and differentiates Windah from other gaming creators. From the audience’s perspective, these gimmicks serve as distinctive traits that foster emotional attachment and enhance viewer loyalty. The study concludes that Windah’s gimmicks predominantly reinforce the excitement dimension, resulting in a strong, unique, and highly engaging brand personality. Dalam era digital yang berkembang pesat, brand personality menjadi elemen penting bagi content creator untuk membangun identitas yang unik dan mudah dikenali di tengah persaingan konten yang semakin kompetitif. Penelitian ini menganalisis peran gimik dalam membentuk brand personality Windah Basudara di YouTube dengan menggunakan teori Brand Personality dari Jennifer Aaker. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan studi kasus, melalui wawancara mendalam dengan Windah Basudara, lima penggemar loyal, dan seorang ahli komunikasi. Hasil penelitian menunjukkan bahwa gimik berfungsi sebagai strategi performatif yang dirancang secara sengaja untuk membentuk persona streaming yang energik, berisik, dramatis, dan menghibur, persona yang berbeda dari kepribadian aslinya. Konsistensi penggunaan gimik verbal dan non-verbal memperkuat engagement, menciptakan pengalaman menonton yang hidup, serta membedakan Windah dari kreator gaming lainnya. Dari sudut pandang audiens, gimik menjadi ciri khas yang membangun keterikatan emosional dan meningkatkan loyalitas penonton. Temuan ini menegaskan bahwa gimik Windah secara dominan membentuk dimensi excitement, sehingga menghasilkan brand personality yang kuat, unik, dan sangat engaging.
Peran Instagram Reels dalam Strategi Digital Public Relations Event Megabuild 2025 Virlinda, Alicia; Candraningrum, Diah Ayu
Kiwari Vol. 5 No. 1 (2026): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v5i1.37004

Abstract

In the digital era, social media has become an important medium for organizations to build relationships with audiences through Digital Public Relations. This study aims to examine the role of Instagram Reels in the Digital Public Relations strategy of Megabuild Indonesia 2025, particularly in facilitating audience engagement. This research is grounded in Excellence Theory with a Two-Way Symmetrical Communication approach, the concept of Digital Public Relations, and audience engagement theory. A qualitative approach with a case study method was applied in this study. Data were collected through in-depth interviews with the organizing team and event participants, observation of Instagram Reels content, and analysis of internal documentation from the Megabuild Public Relations team. The findings indicate that Instagram Reels function as a two-way communication medium that enables audience participation through digital interactions and contributes to the formation of awareness and positive perceptions of Megabuild Indonesia 2025. The use of interactive and storytelling-based content encourages dialogic audience engagement. These findings suggest that content variability and the utilization of audience feedback play a crucial role in audience-oriented Digital Public Relations practices.   Di era digital, media sosial dimanfaatkan oleh organisasi sebagai sarana untuk membangun hubungan dengan audiens melalui praktik Public Relations digital. Penelitian ini bertujuan untuk mengkaji peran Instagram Reels dalam strategi Public Relations digital pada kegiatan Megabuild Indonesia 2025, khususnya dalam membangun keterlibatan audiens. Penelitian ini menggunakan teori keunggulan dengan pendekatan komunikasi dua arah simetris, konsep Public Relations digital, serta konsep keterlibatan audiens sebagai landasan teoretis. Pendekatan kualitatif dengan metode studi kasus diterapkan dalam penelitian ini. Pengumpulan data dilakukan melalui wawancara mendalam dengan tim penyelenggara dan partisipan kegiatan, observasi terhadap konten Instagram Reels, serta dokumentasi internal tim Public Relations Megabuild. Hasil penelitian menunjukkan bahwa Instagram Reels berperan sebagai media komunikasi dua arah yang memfasilitasi partisipasi audiens melalui interaksi digital serta membentuk kesadaran dan persepsi positif terhadap kegiatan Megabuild Indonesia 2025. Penyajian konten yang interaktif dan berbasis penceritaan mendorong keterlibatan audiens secara dialogis. Temuan ini menunjukkan bahwa pengelolaan konten yang variatif serta pemanfaatan respons audiens menjadi bagian penting dalam praktik Public Relations digital yang berorientasi pada audiens. 
Peran Komunikasi Interaktif dalam Live Streaming untuk Membangun Kepercayaan Konsumen Lavenia, Angie; Candraningrum, Diah Ayu
Kiwari Vol. 5 No. 1 (2026): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v5i1.37024

Abstract

This study aims to evaluate the role of interactive communication in live streaming marketing in fostering consumer trust. Live streaming marketing is a type of digital communication that focuses on direct interaction between presenters and viewers through real-time features such as comments, questions, and live reactions. The method used in this study was qualitative, with an in-depth interview approach and observation of live streaming activities on e-commerce platforms. The findings of the study indicate that interactive communication conducted by presenters, including responding quickly, using convincing language, conveying product details clearly, and demonstrating a friendly and transparent attitude, plays a significant role in creating a sense of comfort and consumer trust. The interactive relationship formed during live streaming makes consumers feel cared for, appreciated, and personally involved. This encourages increased consumer confidence in the presenter's credibility and the quality of the products offered. Therefore, interactive communication in live streaming marketing functions not only as a promotional tool but also as a fundamental strategy in building long-term trusting relationships between brands and consumers. Penelitian ini bertujuan untuk mengevaluasi fungsi komunikasi yang interaktif dalam pemasaran live streaming dalam menumbuhkan kepercayaan konsumen. Pemasaran live streaming adalah salah satu jenis komunikasi digital yang berfokus pada interaksi langsung antara penyaji dan penonton melalui fitur waktu nyata seperti komentar, pertanyaan, dan reaksi langsung. Metode yang digunakan dalam penelitian ini adalah kualitatif, dengan pendekatan wawancara mendalam dan pengamatan aktivitas live streaming di platform e-commerce. Hasil penelitian menunjukkan, komunikasi interaktif yang dilakukan oleh penyaji, termasuk menjawab dengan cepat, menggunakan bahasa yang meyakinkan, menyampaikan detail produk dengan jelas, serta menunjukkan sikap yang ramah dan transparan, sangat berperan dalam menciptakan rasa nyaman dan kepercayaan konsumen. Hubungan interaktif yang terbentuk selama live streaming membuat konsumen merasa diperhatikan, dihargai, dan terlibat secara pribadi. Hal ini mendorong peningkatan keyakinan konsumen terhadap kredibilitas penyaji dan mutu produk yang ditawarkan. Oleh karena itu, komunikasi interaktif dalam pemasaran live streaming bukan hanya berfungsi sebagai alat promosi, tetapi juga merupakan strategi fundamental dalam membangun hubungan kepercayaan jangka panjang antara merek dan konsumen.
Strategi Storytelling dalam Media Sosial TikTok Aylmer Zhang Guo Xiong; Diah Ayu Candraningrum
Kiwari Vol. 5 No. 2 (2026): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v5i2.37602

Abstract

Business owners must have a strong strategy for promoting their products in order to compete in the market; one such business is Multi-Level Marketing. This study examines the business strategy employed by Rudy Sanusi, a distributor for the MLM company BE International. The distributor uses the social media platform TikTok (@rudy.s4nus1) to reach his target audience and encourage consumers to purchase the flagship product Aulora. This study aims to analyze the storytelling techniques employed on the TikTok account. The theories and concepts utilized include marketing communication, the narrative paradigm, media richness, generational differences, and storytelling techniques. This study employs a qualitative research approach in the form of a case study. Observations were conducted on uploaded content, along with in-depth interviews with the account owner, an economist, and product buyers from four different generations. This study shows that the audience has a deep interest in testimonial content uploaded to TikTok accounts. This not only confirms the characteristics of testimonial content but also provides an overview of such content. Pelaku bisnis harus memiliki strategi yang kuat dalam mempromosikan produk agar dapat bersaing dalam pemasarannya, salah satunya bisnis Multi-Level Marketing. Penelitian ini mengkaji strategi bisnis yang dilakukan Rudy Sanusi, salah satu distributor MLM, BE International. Distributor menggunakan media sosial TikTok @rudy.s4nus1untuk menjangkau sasaran audiens dan konsumennya agar membeli produk unggulan Aulora. Penelitian ini bertujuan untuk menganalisis teknik storytelling yang dilakukan pada akun TikTok. Teori dan konsep yang digunakan yakni komunikasi pemasaran, paradigma naratif, kekayaan media, perbedaan generasi, dan teknik storytelling. Penelitian ini menggunakan pendekatan penelitian kualitatif berupa studi kasus. Observasi dilakukan pada konten yang diunggah, wawancara mendalam pemilik akun, ahli ekonomi, dan pembeli-pembeli produk dari empat generasi berbeda. Penelitian ini menunjukkan bahwa terdapat ketertarikan mendalam khalayak pada konten testimoni yang diunggah pada akun TikTok. Hal tersebut tidak hanya memberikan konfirmasi mengenai karakteristik dari konten testimoni, melainkan juga memberikan gambaran tentang konten testimoni.
Efektivitas Label Rekomendasi Influencer terhadap Pengambilan Keputusan Pembelian Produk Skincare Lokal Somethinc Cenny Tusiadi; Diah Ayu Candraningrum
Kiwari Vol. 5 No. 2 (2026): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v5i2.37613

Abstract

This research evaluates the significance of brand image and the application of the curated label "Tasya Farasya Approved" in driving purchasing decisions for Somethinc products among students at Universitas Tarumanagara. Utilizing an explanatory quantitative methodology with a sample of 103 respondents selected through purposive sampling, the data was processed using SPSS version 30. A series of tests were conducted, including instrument testing (validity and reliability), multiple linear regression, and hypothesis testing (t and F tests). The research findings confirm that both brand identity and the Model of Source Influence (MSI) have a positive impact, both partially and collectively, on purchasing actions. MSI was identified as the more dominant factor, particularly regarding the credibility indicator of the influencer. Nevertheless, the coefficient of determination reached only 2.2%, indicating that the majority of purchasing dynamics are triggered by variables outside the research model, such as product functional aspects, price, and users' personal experiences. Tasya Farasya sebagai salah satu beauty influencer terbesar di Indonesia, dengan reputasi tinggi sebagai reviewer yang kredibel, jujur, dan memiliki keahlian dalam dunia kecantikan. Riset ini bertujuan mengevaluasi signifikansi citra brand serta penggunaan label kurasi "Tasya Farasya Approved" dalam memicu keputusan pembelian produk Somethinc di lingkungan mahasiswa Universitas Tarumanagara. Menggunakan metodologi kuantitatif eksplanatif dengan sampel 103 responden yang ditentukan melalui purposive sampling, data diolah menggunakan perangkat lunak SPSS versi 30. Serangkaian pengujian dilakukan mencakup uji instrumen (validitas/reliabilitas), regresi linear berganda, hingga uji hipotesis (t dan F). Temuan riset mengonfirmasi bahwa baik identitas merek maupun Model of Source Influence (MSI) memiliki dampak positif secara parsial dan kolektif terhadap tindakan pembelian. MSI ditemukan sebagai faktor yang lebih dominan, khususnya pada indikator kredibilitas sang pemberi pengaruh. Meski demikian, koefisien determinasi menunjukkan angka 2,2%, yang mengindikasikan bahwa mayoritas dinamika pembelian dipicu oleh variabel di luar model penelitian, seperti aspek fungsional produk, harga, serta pengalaman personal pengguna.
Co-Authors Angelia, Cayla Shiva Ani Indriyani Anoesyirwan Moeins Asyffa Nauma Dilla Atifa Dinar Larasati Aurelia, Frisca Aylmer Zhang Guo Xiong Budi Utami Callista Renata Yasim Calvin Adiputra Djaja Carin Sanjaya Carlos Natalius Carlynda Josephine Cenny Tusiadi Chandra, Cecilia Jesse Chintya Viviana Clara Vincy Tansia Debora Lois Debra Ruth Devita Obadja Edward, Joshua Evelyn Natasha, Evelyn Farid Rusdi Fellycia Muaya Gaby Geraldine Giovani Chieristian Giovanni Chendra Gresia Indah Putri Hadi Artomo Irena, Lydia Ivander Wilson Saputra Jacobus, Gabrielle Angelica Janice Chika Jenica Ancella Jessica Stefanus Johanna Ruthllianie Keiko Rachelia Sutady Kent, Raymond Keren Hapukh Keshena Sutiady Kevin Prathama Sutanto Lavender, Lavender Lavenia, Angie Lea Aprilia Lusia Savitri Setyo Utami Martanu, Gavrila Claudia Moses Stephen Pandu Nada Salsabila Nevelyn Anestya Herdian Nico Aprianto Nigar Pandrianto Noel, Grace Ekklesia Novelia Setiawan Putri Dewinta Reynaldi Putra Riris Loisa Rudy Setiawan Rusdianto, Shiyam Jinda Ryan Susantio San San Lia Sari, Junita Sugiarto Alwen Lestiono Susanto, Paulina Velia Velia Virlinda, Alicia Volin Stevani Putri Widayatmoko, Widayatmoko Wijaya, Lillian Sabrina Yessica Marcella Rasha Yuli Yantimas Zita Retno Hapsari