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Irena, Lydia
Universitas Tarumanagara
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : prologia

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Cover Prologia Vol. 9 No. 2 Irena, Lydia
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.v9i2.35264

Abstract

Cover Prologia Vol. 9 No. 2
Back Matters Vol. 9 No. 2 Irena, Lydia
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.v9i2.35265

Abstract

Back Matters Vol. 9 No. 2
Front Matters Vol. 9 No. 2 Irena, Lydia
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.v9i2.35537

Abstract

Front Matters Vol. 9 No. 2
Cover Vol. 10 No. 1 Irena, Lydia
Prologia Vol. 10 No. 1 (2026): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v10i1.37182

Abstract

Cover Vol. 10 No. 1
Front Matters Vol. 10 No. 1 Irena, Lydia
Prologia Vol. 10 No. 1 (2026): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v10i1.37183

Abstract

Front Matters Vol. 10 No. 1
Back Matters Vol. 10 No. 1 Irena, Lydia
Prologia Vol. 10 No. 1 (2026): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v10i1.37184

Abstract

Back Matters Vol. 10 No. 1
Analisis Regresi E-WOM oleh Affiliator TikTok terhadap Purchase Intention Alamii Food Augustine, Michelle; Sari, Wulan Purnama; Irena, Lydia
Prologia Vol. 10 No. 1 (2026): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v10i1.37201

Abstract

TikTok has solidified its position as a leading social media platform, boasting 184.95 million active users in Indonesia. Its TikTok Affiliate feature enables creators to promote products via videos with yellow shopping carts, generating Electronic Word-of-Mouth (E-WOM) that influences consumer purchase decisions. This study employs the Theory of Reasoned Action (TRA) and Information Adoption Model (IAM) to examine how E-WOM from TikTok affiliator affects purchase intention for Alamii Food products. Using a quantitative approach, data were collected through surveys from 130 respondents exposed to affiliate content and analyzed with Partial Least Square (SmartPLS). The results demonstrate a significant positive influence of E-WOM on purchase intention (T-statistic = 26.657, p-value = 0.000), with E-WOM explaining 69.0% of the variance in purchase intention (R-Square = 0.690) and the model showing strong predictive power (Q-Square = 0.415). The findings confirm that proactive collaboration with affiliates through product seeding effectively builds E-WOM that enhances purchase intention. Therefore, businesses are advised to actively partner with TikTok affiliator to optimize their digital marketing communication strategies. TikTok telah berkembang menjadi platform media sosial terbesar kelima di dunia, dengan 184,95 juta pengguna aktif di Indonesia. Fitur TikTok Affiliate memungkinkan kreator mempromosikan produk melalui video berkeranjang kuning, membentuk Electronic Word-of-Mouth (E-WOM) yang berpotensi memengaruhi minat beli audiens. Penelitian ini menggunakan Theory of Reasoned Action (TRA) dan Information Adoption Model (IAM) untuk memahami bagaimana sikap, norma subjektif, serta kualitas dan kredibilitas informasi dari E-WOM affiliator TikTok dapat memengaruhi niat beli audiens. Pendekatan kuantitatif dengan metode survei dan analisis regresi sederhana diterapkan pada 130 responden yang terpapar konten affiliator, dipilih melalui teknik purposive sampling. Data dianalisis menggunakan Partial Least Square (SmartPLS) dengan pengujian reliabilitas, validitas, R-Square, Q-Square, dan bootstrapping. Hasil penelitian menunjukkan bahwa E-WOM berpengaruh signifikan dan positif terhadap purchase intention dengan nilai T-statistic 26,657 dan p-value 0,000. Variabel E-WOM mampu menjelaskan 69,0% variasi purchase intention (R-Square = 0,690), sementara nilai Q-Square sebesar 0,415 mengindikasikan model memiliki daya prediksi kuat. Simpulan penelitian mengonfirmasi bahwa strategi kolaborasi aktif dengan affiliator melalui product seeding efektif membangun E-WOM yang berdampak pada peningkatan minat beli. Implikasinya, pelaku usaha disarankan secara proaktif menjalin kemitraan dengan affiliator untuk mengoptimalkan komunikasi pemasaran digital.
Analisis Motif Generasi Z Bermain Game Online Roblox Shintya; Paramita, Sinta; Irena, Lydia
Prologia Vol. 10 No. 1 (2026): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v10i1.37204

Abstract

The development of digital technology has led to the rise of various interactive entertainment platforms, including online games which continue to grow rapidly in Indonesia, such as Roblox. Roblox is an online game platform that containing multiple games and has become popular among young users, particularly Generation Z, due to its accessibility and diverse game options, serving as a medium for social interaction, brand engagement, and self-expression. This study aims to explore the motives of Generation Z in playing Roblox by using Alfred Schutz’s theory of motives, which categorize motives into because motive and in-order-to motive. Using a qualitative phenomenological study approach, data were collected through focus group discussion with six active Roblox players. The results show that because motives come from media exposure and trends, while in-order-to motives relate to social needs. This study is expected to provide valuable insight and serve as a reference for future research on online gaming motives. Perkembangan teknologi digital saat ini telah mendorong hadirnya berbagai platform hiburan yang interaktif, salah satunya adalah game online. Fenomena game online saat ini semakin berkembang pesat di Indonesia, salah satunya adalah game online Roblox. Roblox adalah salah satu platform game online yang berisikan beberapa permainan di dalamnya dan menjadi populer dikalangan pemain game online karena kemudahan dalam mengaksesnya serta beragam permainan yang tersedia. Roblox populer dikalangan pengguna muda, terutama Generasi Z dan menjadi medium untuk berinteraksi sosial, brand engagement, serta eskpresi diri. Penelitian ini bertujuan untuk mengetahui motif Generasi Z dalam bermain Roblox dengan menggunakan teori motif Alfred Schutz yang menggolongkan motif menjadi dua, yaitu motif sebab (because motive) dan motif tujuan (in-order-to motive). Penelitian ini menggunakan pendekatan kualitatif dengan metode fenomenologi. Data dikumpulkan melalui focus group discussion dengan enam informan yang aktif bermain Roblox. Hasil penelitian ini menunjukkan bahwa motif sebab pemain muncul melalui paparan media dan tren, sedangkan motif tujuan pemain berkaitan dengan pemenuhan kebutuhan sosial. Penelitian ini diharapkan dapat memberikan wawasan serta menjadi referensi bagi kajian motif bermain game online ke depannya.
Co-Authors Alexandra Carolina Anggraeni, Apriyani Augustine, Michelle Candraningrum, Diah Ayu Carolina, Alexandra EFFY ZALFIANA RUSFIAN Kholifah, Setya Lady Ta, Yesha Lusia Savitri Setyo Utami Michelle Augustine Nigar Pandrianto Paramita, Sinta Reszki, Ananias Riris Loisa Riris Loisa, Riris Riwanda, Josephine Kayla Roswita Oktavianti Roswita Oktavianti, Roswita Shintya Sinta Paramita Sukendro, Gregorius Genep Suzy Azeharie, Suzy Thing, Yi Winduwati, Septia Wulan Purnama Sari