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All Journal Kinesik FORUM Interaksi : Jurnal Ilmu Komunikasi Interaksi Online Jurnal Ilmu Komunikasi Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Jurnal Komunikasi dan Media
Djoko Setyabudi
Department Of Communication Sciences, Universitas Diponegoro
Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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PENGARUH DAYA TARIK BRAND AMBASSADOR DAN INTENSITAS KOMUNIKASI ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BELI PRODUK CLEO Ainun Faizah Ainun Faizah; Djoko Setyabudi
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

The increasing trend of healthy lifestyles in Indonesia has driven the consumption of bottled drinking water and intensified industry competition. Cleo utilizes celebrity family brand ambassadors and electronic word of mouth (e-WOM) communication to strengthen its position as a healthy drinking water choice for families. However, a gap remains, as indicated by consumer skepticism toward product claims. This study aims to analyze the influence of brand ambassador attractiveness and e-WOM intensity on purchase intention toward Cleo products using the source attractiveness model and integration information theory. The research employs a quantitative explanatory approach with purposive sampling of 100 respondents aged 18–35, and data are analyzed using simple linear regression. The results show that both variables have a positive effect on purchase intention, with brand ambassador attractiveness having a more dominant influence than e-WOM intensity.
PERAN SOCIAL MEDIA SPECIALIST DAN CREATIVE STAFF DALAM KAMPANYE KOMUNIKASI PEMASARAN DEBIURYN DERMACOSMETICS SEBAGAI PENGUATAN BRAND POSITIONING PADA KALANGAN REMAJA PRIA DAN WANITA USIA 12–19 TAHUN DI KOTA SEMARANG Greta Gabrielle Carl; Djoko Setyabudi
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

The rapid expansion of the skincare industry has intensified market competition, requiring brands to implement more strategic and effective communication approaches. DeBiuryn Cosmetics faces challenges in the form of low brand awareness (14.6%) and suboptimal product sales among teenage consumers in Semarang. This study aims to examine the implementation of the integrated marketing communication campaign “Stay Bright, Stay Youth” in strengthening brand positioning and enhancing consumer engagement through both digital and offline channels. The campaign adopts an Integrated Marketing Communication (IMC) framework by combining digital activation on social media platforms, particularly Instagram and TikTok, with experiential marketing initiatives such as DeBiuryn Class Out. The findings indicate a significant improvement in digital performance, with Instagram followers increasing by 24% (from 485 to 600) and TikTok followers rising from 69 to 85. Furthermore, audience engagement grew by approximately 20%, as reflected in the increased number of views, likes, and comments across both platforms. In addition, brand awareness increased substantially from 14.6% to 84.8%, accompanied by product sales that exceeded the initial targets. These findings demonstrate that an integrated communication strategy, supported by effective social media management, plays a critical role in enhancing brand visibility, strengthening brand positioning, and driving consumer engagement among teenage audiences.
PERENCANAAN STRATEGI KOMUNIKASI PEMASARAN TERPADU (IMC) DALAM MENDORONG KONVERSI PENGGUNAAN PRODUK BY.U BY TELKOMSEL SEBAGAI PROJECT MANAGER Nayyara Aisyah Mahdiya; Djoko Setyabudi
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

By.U is a digital cellular service launched by Telkomsel that specifically targets Generation Z andyoung digital users. Despite its positioning as a youth-oriented digital provider, the level of by.U usageamong high school and vocational school students in Semarang remains relatively low. A preliminarysurvey conducted among 814 students from four schools affiliated with Telkomsel’s educationalplatform, Skul.id, revealed that only 5,7% or 46 students were active users of the by.U SIM card. Inaddition, the survey indicated a relatively high level of perceived risk toward the service at 52,2%,accompanied by low purchase intention of only 20,8%. To address this issue, an Integrated MarketingCommunication (IMC) campaign was designed and implemented through two main programs, namelythe “by.U On The Move” and the “by.U Inter-School Digital Challenge.” The campaign utilized acombination of offline activation and digital communication strategies, including media relations,social media marketing, influencer marketing, and event marketing. These activities were designed toencourage students to move through the stages of attention, interest, desire, and action, following theHierarchy of Effects model in marketing communication. The implementation of the campaigndemonstrated significant results. The perceived risk among students decreased from 52,2% to 19,5%,indicating improved trust toward the service. Meanwhile, purchase intention increased from 20,8% to72,8%. In addition, the number of active by.U users increased from 46 students to 118 students acrossthe targeted schools.As a Project Manager, the author was responsible for planning, coordinating, and supervising theentire campaign process, from the planning stage to implementation and evaluation. This reportdocuments the effectiveness of the implemented communication strategies and provides practicalinsights for future integrated marketing communication campaigns targeting youth audiences.
PROGRAM KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN REVENUE FOOD & BEVERAGE 11/12 ROOFTOP BAR SEMARANG SEBAGAI PROGRAM MANAGER Rafi Oktafiandi Akbar; Djoko Setyabudi
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

The food and beverage industry in Semarang faces tight competition, causingfluctuating revenue at 11/12 Rooftop Bar due to sub-optimal promotional strategies. Thisstudy aims to implement an Integrated Marketing Communication (IMC) program focusingon event marketing and sales promotion to increase revenue. By combining elements likesocial media marketing, public relations, and advertising, various programs such as KorokkeHalloween Night, Sunset Rooftop Yoga, and targeted discounts were executed. The resultsindicate that these integrated activities successfully increased visitor numbers and revenueduring the program period. The study concludes that an IMC strategy based on eventmarketing and sales promotion effectively improves business performance and increases F&Brevenue.
PENGARUH SIKAP KONSUMEN PADA IKLAN BERTEMA RAMADHAN MARJAN DAN BRAND IMAGE SIRUP MARJAN TERHADAP BRAND LOYALTY SIRUP MARJAN Gabriel Antonio Chiesa Lumban Tobing; Djoko Setyabudi
Interaksi Online Vol 14, No 2: April 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Competition in the syrup industry in Indonesia is increasingly intense, particularly during Ramadan. Although Marjan Syrup remains a top-of-mind brand, it has experienced a decline in its Top Brand Index and market share, indicating a gap between positive consumer attitudes toward advertising and brand image and actual brand loyalty. This study aims to analyze the influence of consumer attitudes toward Ramadan-themed advertisements and brand image on brand loyalty. This research employs a quantitative approach with an explanatory design, involving 100 respondents who have consumed Marjan and been exposed to its advertisements. Data were analyzed using simple linear regression after passing validity, reliability, and classical assumption tests. The results show that both attitudes toward advertising and brand image have a positive and significant effect on brand loyalty. The more positive consumers’ perceptions, the higher the likelihood of repurchase, recommendation, and brand preference. These findings confirm that brand loyalty is shaped not only by cultural associations but also by effective advertising communication and consistent brand image.
Does Risk Perception and Knowledge of Covid-19 Correspond with Vaccination Decision? Rouli Manalu; Tandiyo Pradekso; Djoko Setyabudi; Yohanes Thianika Budiarsa
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Vol. 8 No. 1 (2023): June 2023 - Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/jkiski.v8i1.843

Abstract

This research examines the correlation between perception of risk of Covid-19 and knowledge of Covid-19 to reach vaccination decisions. A number of researches have shown that among many factors that are associated with people’s decision to get vaccinated are the perception of how vulnerable are they to be infected by the virus and the perception of how severe is  the impact of the virus on  them as well as how knowledgeable are they about  the disease being prevented. This research aims to investigate the same finding in the context of a group of respondents in Indonesia. With the online survey that collected data of more than three hundred research participants, the result of the data analysis in this research, however, does not corroborate the finding in the previous research. Part of the possible explanation is the approach to drive the vaccination through the implementation of the vaccine mandate. The policy of vaccine mandate in Indonesia was implemented since the vaccine was first available in the country. The proof of vaccination was used as a requirement to have access to public transportations and other public services. This vaccine mandate continued progressively to the second and even third or booster  vaccination. This policy of mandatory vaccination became an approach to increase vaccine uptake, which was rather different from other vaccinations that allow some room for voluntary choices.
Co-Authors Abigail Betsy Eliasta Roos Abimanyu Ramadhan P Abiyyu Febi Diwangkoro Adi Nugroho Adi Nugroho Aditya Gilang Gifari Aditya Iman Hamidi Adityo Cahyo Aji Aeda Aldeafara Afi Sultan Ramadhan, Muhammad Agraha Dwita Sulistyajati Agus Naryoso Ahdani Gita Sadida Ahmad Fauzi Ahmad Fikar Harakan Aike Ingget Pratiwi Ainani Shifa Izazi Ainun Faizah Ainun Faizah Aisyah Monicaningsih Akbar, Bintang Albert Rivai Sinaga Aldedinda Auliantio Aldila Leksana Wati Alif Ibrahim Alya Farras Azzahra Amal Gamasi T.R Andrinanta Putra Pratama Andy Julianto Angga Dwipa Anggun Puspa Regita Anisa Dyah Permata, Cindy Anisa Wikantyas P Annisa Aulia Mahari Annisa Ilmi, Rizky Annisa Kusumawardhani Anugerah Dwitama Anugrah Beta Familio Apriliana, Jennifer Ardhisti Adi Utamanyu Ardini Koesfarmasiana, Ardini Arfian Muhammad Hakim Ari Pradhanawati Arista Sukmawati, Sarah Arlita Dwi Utami Arma Ngabeti Astrid Henariani Prakoso Atika Nabila Atika Surya Nuraini Aulia Nur Aulia Ratri Kusumastuti Ayu Sarah Shabrina Ayu Saraswati Bagaskara S.A.P Bareta Hendy Pamungkas Bayu Widagdo, Muhammad Bimandhika Sunu Wardhana Bisma Alief Brigitta Dwi Liusditari Budi Adityo Burhanudin Fakhri Kusuma Candra Sateria Chintya Dyah Meidyasari Christo Christian Destiyanto Daffa Argy Pradiptha Dameria Cathrine DENA ADI SANTOSA Deni Arifiin Destima Nursylva Anggraningrum Devi Yuhanita Qorina, Devi Yuhanita Dewi Luqmania . Dhita Dwi Nurhidayah Dhiyah Puspita Sari Dhyah Shanti Nur Kartika Diah Yuniasari ., Diah Yuniasari Dwi Purbaningrum, Dwi Eka Ardianto EKA NOVITASARI Elisa, Nova Fardhian Fitrahudin Pratama Farhan Haritz, Abdullah Farisa Dian Utami Fatia Sharfina Febi Eninta Br Munthe Febri Ariyadi Febriana Handayani Febriandani, Anisa Felda Aurellia Anandani Fitri Nur Hidayat Florensia Sonia Haniswari Frida Asih Pratiwi Gabby Aurelia Gabriel Antonio Chiesa Lumban Tobing Gabryella, Cathrine Georgina Inessa Zephira Gerald Waisaka Ginubahyang S P Greta Gabrielle Carl Hamidah, Nadiya Hanan Hauzan, Muhammad Hapsari Dwiningtyas Hapsari Dwiningtyas Sulistyani Hario Trigoseno Hedi Pudjo Santosa Hedi Pudjo Santosa Hedi Pudjo Santosa Hedi Pudjo Santosa Helmi Bayuputra, Rafli Hendrikus Setya Pradhana Henny Novita Rumono Hilal Al Roshid, Fhatwa Hilda Maisyarah I Nyoman Winata I Nyoman Winata Ifadhah Vellayati Widjaja Imam Fahmidin, Hanif Inayah Setia Azzahra Indah Pratiwi Indra Septia BW Intan Ayuningrum Ira Yunani Widyarini Istivani, Yulia Jaya Pramono Adi Jaza Akmala Ramada Jody Suryamar Yudha Joyo Nur Suyanto Gono Kanaya Az Zahrah Krisanti Cahyaningtyas, Yulia Laksono Nainggolan, Guntur Agung Lana Nastiti Mumpuni Lintang Ratri Rahmiaji Lintang Ratri Rahmiaji Lucia Eka Pravitasari Lukmantoro, Yanuar Lusia Wibowo, Marvela M Bayu Widagdo M Yulianto M. Bima Norta Ellyanda Mahardika Indra Pratama Maulana Ocky Adhicondro Melinda Wita Satryani Mia Maulyda Mohammad Akbar Rizal Hamidi Muchamad Yuliyanto Muhammad Azizan, Tengku Muhammad Luthfi Muhammad Sahil Muhamy Akbar Iedani Nabilah Amarilys Nadin Khairun Nisa Nadira Octova Yogiyanti Nanik Sudaryningtyas, Nanik Naomi Feby Yolanda Br Saragih Nayyara Aisyah Mahdiya Neysa Harwina Putri Nofita Fatmawati Noni Meisavitri Nurist Surayya Ulfa Nurist Surraya ulfa Nurist Surrayya Nuriyatul Lailiyah Nurrist Suraya Ulfa Nurrist Surayya Ulfa Oki Adi Saputra Petrus Orseola Rosarianto Pipin F.P. Lestari Prabowo Nurwidagdyo Prescilla Roesalya Primada Qurrota Ayun Puspa Ningrum, Kumala Puspita Mei Wardani Putri Febrianti Putri Susiandi, Alya Radika Oktavianti, Dina Rafi Oktafiandi Akbar Rafif Ghaffar Radana Rahmadianto, Rizky Rahmania Galuh Pawestri Raihan Wiguna, Ilham Randy Ardianto Wicaksono, Randy Ardianto Rangga Akbar Pradipta Reichan Anantyo, Muhamad Reni Shinta Dewi Rezky Utami, Nofiyanti Rieda Anindita Putri, Rieda Anindita Rifni Lestari Rizka Arsianti Rizky Wisnu Prayuda Nusantara, Rizky Rizqi Ganis Ashari Rosanna Fadiya S Rouli Manalu SALMAN AL FARISI, MUHAMMAD Salshabila Putri Persada Sandra, Syafira Selo Pangestu Imawan Septian Aldo Pradita Setyo Adhi Nugroho Shabara Wicaksono Sharon Gracia G Sholihudin, Nabiila Sigit Haryadi Soffa Wicaksono, Muhammad Sofianisa Rahmawati Sri Widowati Sri Widowati Herieningsih Sunarto Sunarto Susi Santiaji Tandiyo Pradekso Tandiyo Pradekso Tandiyo Pradekso Taufik Indra Ramadhan Taufik Reza Ardianto Tazkia Irsyad, Raihana Theo Domas Santika, Theo Triyono Lukmantoro Turnomo Rahardjo Vania Ristiyana Vidiana Girinda Wardani Vidya Ayunita Vina Aulia Maharani Wahyu Hidayat Windariani Soeryo Handadari Wiwid Noor Rakhmad Wulan Septiana Putri Yanuar Luqman Yoga Yuniadi Yohanes Thianika Budiarsa Yuan Stephanie Yunita Indriyaswari Yusniar Dwi Ratnasari, Yusniar Zainul Asngadah Fatmawati