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Pengaruh Persepsi Pelanggan dan Kesadaran Merek Terhadap Loyalitas Pelanggan Indihome di Jakarta Pusat (Studi Kasus #Indihomedown) Maharani Putri, Andini; Hayat, Heni
COMSERVA : Jurnal Penelitian dan Pengabdian Masyarakat Vol. 4 No. 11 (2025): COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/comserva.v4i11.3045

Indihome menjadi salah satu pilihan utama masyarakat Indonesia untuk mendapatkan akses internet berkecepatan tinggi dan stabil di rumah. Hal ini sejalan dengan meningkatnya permintaan akan koneksi internet yang lebih cepat dan handal di Indonesia. Indihome juga perlu meningkatkan kualitas layanan dan memperbaiki infrastruktur agar dapat memberikan layanan internet yang lebih andal dan berkualitas kepada pelanggannya. Dengan cara ini, Indihome dapat mempertahankan loyalitas pelanggan dan meningkatkan citra merek perusahaan. Penelitian ini menggunakan metode penelitian kuantitatif. Sampel yang digunakan adalah 100 orang pelanggan Indihome di Jakarta Pusat. Teknik pengumpulan data menggunakan kuesioner dan dokumentasi. Analisis data menggunakan uji instrumen, analisis regresi linear berganda, koefisien korelasi, koefisien determinasi, uji pengaruh simultan (uji F), dan uji pengaruh parsial (uji t). Hasil penelitian menunjukkan bahwa persepsi pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan Indihome di Jakarta Pusat. Hal ini terbukti dari nilai sig. 0,000 < 0,05 dan thitung sebesar 8,926 > ttabel 1,984. Kesadaran merek berpengaruh positif dan signifikan terhadap loyalitas pelanggan Indihome di Jakarta Pusat. Hal ini terbukti dari nilai sig. 0,000 < 0,05 dan thitung sebesar 4,090 > ttabel 1,984. Persepsi pelanggan dan kesadaran merek secara simultan berpengaruh terhadap loyalitas pelanggan. Hal ini terbukti dari nilai sig. 0,000 < 0,05 dan nilai Fhitung sebesar 95,833 > Ftabel 3,09. Persepsi pelanggan dan kesadaran merek mempengaruhi loyalitas pelanggan Indihome di Jakarta Pusat sebesar 66,4%. Hal ini terbukti dari nilai koefisien determinasi atau R2 adalah sebesar 0,664 atau 66,4%.

Young Generation Perceptions of Marriage: Analyzing the #MarryIsScary Hashtag on TikTok Nabilah, Osha; Praptiningsih, Novi Andayani; Hermansah, Tantan; Fanshoby, Muhammad; Hayat, Heni
Communicare : Journal of Communication Studies Vol. 11 No. 2 (2024): Communicare: Journal of Communication Studies
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/101011220244

This study explores how the TikTok hashtag #MarryIsScary influences young people’s negative perceptions of marriage. As social media shapes public discourse, this research examines the role of TikTok in amplifying marriage-related anxieties. Using a qualitative digital ethnographic approach, this study analyzed 100 videos and 1,000 comments associated with #MarryIsScary to assess dominant narratives and user engagement. Findings indicate that 68% of videos portray marriage negatively, citing fears of commitment, financial burden, and emotional instability. Additionally, 60% of comments reinforce these concerns, reflecting a growing skepticism toward marriage, especially among women aged 18-30 years. TikTok’s algorithm further amplifies these views, fostering an echo chamber effect. The platform serves as both a public discourse space and a reinforcement mechanism for shifting social values. Young users actively engage in discussions that challenge traditional marital expectations, revealing evolving attitudes toward relationships and long-term commitments. To counterbalance negative marriage narratives, a creative educational approach is needed. Engaging, positive content can provide a more realistic perspective on marriage, supporting informed decision-making among young users.

Young Generation Perceptions of Marriage: Analyzing the #MarryIsScary Hashtag on TikTok Nabilah, Osha; Praptiningsih, Novi Andayani; Hermansah, Tantan; Fanshoby, Muhammad; Hayat, Heni
Communicare : Journal of Communication Studies Vol. 11 No. 2 (2024): Communicare: Journal of Communication Studies
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/101011220244

This study explores how the TikTok hashtag #MarryIsScary influences young people’s negative perceptions of marriage. As social media shapes public discourse, this research examines the role of TikTok in amplifying marriage-related anxieties. Using a qualitative digital ethnographic approach, this study analyzed 100 videos and 1,000 comments associated with #MarryIsScary to assess dominant narratives and user engagement. Findings indicate that 68% of videos portray marriage negatively, citing fears of commitment, financial burden, and emotional instability. Additionally, 60% of comments reinforce these concerns, reflecting a growing skepticism toward marriage, especially among women aged 18-30 years. TikTok’s algorithm further amplifies these views, fostering an echo chamber effect. The platform serves as both a public discourse space and a reinforcement mechanism for shifting social values. Young users actively engage in discussions that challenge traditional marital expectations, revealing evolving attitudes toward relationships and long-term commitments. To counterbalance negative marriage narratives, a creative educational approach is needed. Engaging, positive content can provide a more realistic perspective on marriage, supporting informed decision-making among young users.

Representation of Women Leadership in Nussa and Rara Animation from the Question of Representation Perspective Lisnawati, Lisnawati; Praptiningsih, Novi Andayani; Heryanto, Gun Gun; Bakti, Andi Faisal; Hayat, Heni
Communicare : Journal of Communication Studies Vol. 11 No. 2 (2024): Communicare: Journal of Communication Studies
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/101011220241

This research examines gender representation in the animated series Nussa and Rara. It applies Gill Branston and Roy Stafford's "Questions of Representation" theory, which is elaborated into three concepts: stereotypes, gender representation, and positive and negative debates. The study adopts a descriptive qualitative approach, focusing on the character Umma (the mother) as the research subject, while the representation of female leadership in the show serves as the research object. The data analysis employs Roland Barthes' semiotic analysis technique, with the unit of analysis including visual elements such as angles, settings, and gestures. The findings reveal that female leadership in Nussa and Rara is portrayed through the character of Umma. The stereotypes associated with female leadership are reflected in her capabilities. Gender representation highlights Umma's feminine traits while also emphasizing her leadership qualities. On the positive side, Umma is depicted as a competent leader, free from harmful gender stereotypes. However, the representation remains limited. It is crucial to recognize that stereotypes, generalizations, and leadership abilities should be evaluated based on individual experiences and competence rather than preconceived notions.

Building Customer Relationship Management through Digital Marketing Communication Strategies in GO-JEK Indonesia Nanda, Mutya; Praptiningsih, Novi Andayani; Hayat, Heni; Amallah, Nurlalillah Sari
Communicare : Journal of Communication Studies Vol. 12 No. 2 (2025): Communicare: Journal of Communication Studies
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/

This study examines how PT Go-Jek Indonesia implements marketing communication strategies through digital Customer Relationship Management (CRM) to strengthen customer relationships. The research aims to identify Go-Jek’s digital CRM activities, innovations in relationship building, and the obstacles and benefits of using digital CRM. The theoretical foundation is the Integrated Marketing Communication (IMC) theory, and the study employs a qualitative case study approach to provide an in-depth understanding of Go-Jek’s marketing communication strategy. Data were collected through in-depth interviews and analyzed descriptively, employing data reduction, presentation, and drawing conclusions. The findings reveal that Go-Jek’s digital CRM activities are conducted through three main stages: acquisition, enhancement, and retention. These involve building customer databases, profiling, profitability analysis, and interactive engagement using six IMC elements: advertising, sales promotion, events and sponsorships, publicity, direct marketing, and interactive marketing. Go-Jek’s main breakthrough lies in utilizing big data to analyze customers and partners individually, enabling personalized marketing communication. However, obstacles remain in several marketing mix components, particularly in product, price, and place. Despite these challenges, digital CRM provides significant benefits, including increased communication efficiency, reduced costs, and improved ability to evaluate and optimize organizational performance.

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