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All Journal Dia: Jurnal Administrasi Publik Jurnal Komunikasi Profesional Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan JARES (Journal of Academic Research and Sciences) Syntax Idea Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Arkus Hulondalo Jurnal Ilmu Pemerintahan dan Ilmu komunikasi (JIPIK) JOSAR (Journal of Students Academic Research) Jurnal Spektrum Komunikasi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah INTERACTION Communication Studies Journal CONVERSE Journal Communication Science International Journal of Social, Economic, and Business Komunikatif : Jurnal Ilmiah Komunikasi Jurnal Ilmu Komunikasi dan Bisnis
Ratih Pandu Mustikasari
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Pengaruh Strategi Green Marketing Communication Terhadap Brand Image Pada Fore Coffee Dicky Hadi Darmawan; Ratih Pandu Mustikasari
Jurnal Ilmu Komunikasi dan Bisnis Vol 11 No 1 (2025): Oktober 2025
Publisher : Universitas Tarakanita

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36914/2v83km14

Abstract

Permasalahan lingkungan akibat meningkatnya sampah plastik mendorong brand kopi seperti Fore Coffee untuk mengadopsi strategi green marketing communication melalui kampanye #FOREssentiallyYou dan #FOREsponsible. Penelitian ini bertujuan untuk menganalisis pengaruh strategi green marketing communication terhadap brand image Fore Coffee. Metode yang digunakan adalah penelitian kuantitatif eksplanatif. Data dikumpulkan melalui kuesioner yang disebarkan secara daring kepada 100 responden konsumen Fore Coffee yang berusia antara 18-40 tahun, pernah melakukan pembelian di outlet Fore Coffee, dan memahami strategi green marketing communication yang dijalankan brand tersebut. Analisis data dilakukan menggunakan uji normalitas, uji linearitas, uji heteroskedastisitas, uji t, regresi linear sederhana, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa green marketing communication berpengaruh signifikan terhadap brand image. Indikator environmental message clarity menjadi faktor yang paling dominan dalam membentuk persepsi positif konsumen, sedangkan audience engagement memiliki pengaruh terendah namun tetap positif. Penelitian ini menegaskan pentingnya kejelasan pesan dan konsistensi tindakan perusahaan dalam meningkatkan brand image yang berkomitmen pada keberlanjutan.
Nilai Sustainability dan Women Empowerment dalam Akun Instagram @rubicommunity sebagai Kampanye Brand Avoskin Andini Amalia Azroh; Ratih Pandu Mustikasari
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 10 No 1 (2026): JANUARY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v10i1.4712

Abstract

This study aims to analyze the values of sustainability and women empowerment in Instagram @rubicommunity content. The method used is content analysis with a descriptive quantitative approach. The sample consisted of 89 contents selected using a systematic random sampling technique for the period January 2021 – April 2025. The results showed that the value of women empowerment was more dominant with 44 content or 49%, while the value of sustainability appeared in 29 content or 33%. The value of women's empowerment is raised through two categories of self-development and psychosocial support, while sustainability is present in three categories, namely education and real environmental action, social involvement and community responsibility (CSR), and access to social networks and community support. Avoskin's campaign strategy through the RUBI community shows the brand's consistency in conveying social and environmental messages simultaneously through social media.
The Word of Mouth dalam Pembelian Kopi Keliling Talitha Zaidah Azmi; Ratih Pandu Mustikasari
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 5 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i5.7320

Abstract

                Word of mouth, commonly known as reviews, has an important meaning for the success of a business. One of the businesses currently in high demand is food and beverage, especially coffee beverages. Over time, the coffee business has experienced many innovations, one of which is mobile coffee. The number of mobile coffee brands offered is not balanced with the number of purchases for each brand. So this intense competition makes consumers and potential consumers more selective in mobile coffee purchases. Word of mouth can push someone into the purchasing decision faster. This research aims to determine and test the extent of the influence of word of mouth on mobile coffee purchasing decisions in Surabaya. This research used explanatory research with a quantitative approach. Data was collected through a questionnaire distributed to 100 respondents based on predefined criteria. The results show a significant influence of word of mouth on mobile coffee purchasing decisions in Surabaya with a significance value of 0.430.
Event Marketing Female Daily X Beauty dan Brand Loyalty Pengunjung Aliyyanabila Yuwono; Ratih Pandu Mustikasari
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 9 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i9.8837

Abstract

This study aims to describe the brand loyalty groups among visitors of Female Daily Network after attending the Female Daily X Beauty event marketing campaign. The research is grounded in the increasing significance of event marketing as a strategic communication tool, particularly within the beauty industry. More than just a promotional platform, this event serves as a curated brand experience designed to foster emotional bonds between consumers and the brand. Using the Theory of Consumption Value (TCV) by Sheth, Newman, and Gross (1991), the study explores how functional, emotional, social, epistemic, and conditional values derived from the event influence consumers’ loyalty. A descriptive quantitative method was applied, using a Likert-scale questionnaire distributed to 100 respondents who had previously attended the event. Data analysis was performed by calculating the mean, median, and mode for five brand loyalty indicators based on Aaker’s framework: switcher buyer, habitual buyer, satisfied buyer, liking the brand, and committed buyer. The results show that "liking the brand" had the highest score among respondents, indicating a strong emotional resonance and affinity toward Female Daily Network after the event. These findings suggest that well-executed event marketing can generate deep emotional loyalty, enhancing brand attachment beyond transactional relationships. In conclusion, the study affirms that event marketing, when designed with consumer value dimensions in mind, serves as an effective approach to strengthening long-term consumer-brand relationships. This is especially relevant in today’s experience-driven market where emotional connection plays a central role in influencing brand preference and consumer loyalty.
The Influence of Green Branding on Repurchase Decisions: A Study on Kopi Nako Daur Baur Zakya Cahaya Kamila; Ratih Pandu Mustikasari
CONVERSE Journal Communication Science Vol. 3 No. 1 (2026): July
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/converse.v3i1.6114

Abstract

The coffee industry in Indonesia continues to grow rapidly, with more than 62,000 outlets currently operating nationwide. Amid this growth, competition is no longer confined to product quality but also involves the values a brand offers, one of which is expressed through the widely adopted concept of green branding. However, research examining the influence of this strategy on consumers' repurchase decisions remains relatively limited, particularly from the standpoint of consumers' own lived experience with a brand. This study aims to analyze the influence of green branding on repurchase decisions among customers of Kopi Nako Daur Baur, a brand that puts sustainability into practice through the use of recycled materials, the Rinse and Collect program, and the Seven Sec Action environmental campaign. The research employed a quantitative approach grounded in the Theory of Planned Behavior, involving 100 respondents selected through purposive sampling, with data analyzed using simple linear regression. The results indicate that green branding has a positive and significant effect on repurchase decisions. Descriptive analysis shows that the environmental performance satisfaction indicator received the highest score, while green attributes recall received the lowest, suggesting that consumers' actual experience with sustainability practices is more decisive for loyalty than mere recall of a brand's environmental programs. These findings indicate that green branding is most effective in driving repurchase decisions when sustainability values are communicated through consistent, tangible experience, offering theoretical grounding for TPB-based green branding research and practical direction for sustainability communication strategy in the coffee industry.
Hubungan Kualitas Informasi Akun Instagram @malakaproject.id Terhadap Partisipasi Politik Online Followers Alifya Dyara Sruti; Ratih Pandu Mustikasari
CONVERSE Journal Communication Science Vol. 3 No. 1 (2026): July
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/converse.v3i1.6133

Abstract

Partisipasi politik konvensional di Indonesia mengalami penurunan seiring melemahnya kepercayaan masyarakat terhadap lembaga pemerintahan, mendorong beralihnya aspirasi politik ke saluran non-konvensional seperti media sosial. Instagram menjadi platform utama generasi muda dalam mengakses informasi politik, termasuk melalui akun edukasi politik seperti @malakaproject.id. Penelitian ini mengkaji hubungan antara kualitas informasi pada akun Instagram @malakaproject.id dengan partisipasi politik online para followers-nya menggunakan pendekatan kuantitatif deskriptif dengan metode survei. Sebanyak 100 responden dipilih melalui teknik simple random sampling melalui Google Form. Kualitas informasi diukur menggunakan tiga dimensi Huang et al. (1998) yang dioperasionalkan ke dalam enam indikator: akurasi, objektivitas, kredibilitas, kelengkapan, relevansi, dan kejelasan. Partisipasi politik online diukur berdasarkan tipologi dari Teorell et al. (2007) yang mencakup demonstrasi online, penandatanganan atau pembagian petisi secara online, bergabung dalam grup diskusi politik online, serta menghubungi politisi secara online. Hasil uji korelasi Pearson menunjukkan nilai r = 0,408 dengan signifikansi p = 0,000 (p < 0,05) yang mengindikasikan adanya hubungan positif dan signifikan antara kualitas informasi akun Instagram @malakaproject.id dengan partisipasi politik online followers-nya. Temuan ini selaras dengan premis rute sentral dalam Elaboration Likelihood Model (Petty & Cacioppo, 1986) bahwa pemrosesan pesan berkualitas tinggi secara kritis menghasilkan perubahan sikap yang lebih stabil dan mendorong keterlibatan perilaku nyata, termasuk partisipasi politik online.
Gen Z Audience Reception of Digital Activism “Tuntutan 17+8” on Instagram Khoirun Ni&#039;mah; Ratih Pandu Mustikasari
International Journal of Social, Economic, and Business Vol. 2 No. 3 (2026): March 2026
Publisher : Lavish Opulent Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65688/ijseb.v2i3.143

Abstract

The use of social media such as Instagram as a platform for expressing public aspirations, particularly through digital activism, serves as the background of this study. This research aims to analyze how Generation Z receives digital activism “Tuntutan 17+8” on Instagram by examining the role of visual aesthetics, the phenomenon of Fear of Missing Out (FOMO), as well as the influence of political background and peer environment in shaping audience engagement. This study employs a descriptive qualitative approach based on Stuart Hall’s Encoding-Decoding Reception Theory. The data were collected through in-depth interviews with seven informants selected using purposive sampling based on predetermined criteria. The findings indicate that Generation Z’s reception of digital activism “Tuntutan 17+8” on Instagram can be categorized into two positions, namely dominant-hegemonic and negotiated positions. Informants in the dominant position tend to fully accept and support the messages conveyed, as they are perceived to be relevant and effective in increasing public awareness. Meanwhile, informants in the negotiated position demonstrate a more selective attitude by accepting certain parts of the message while also criticizing aspects of its delivery that are considered inappropriate. In addition, visually appealing elements, such as the use of colors and creative design, are proven to enhance audience interest and facilitate message comprehension. The phenomenon of FOMO also plays a role in encouraging Generation Z’s participation in digital activism “Tuntutan 17+8” on Instagram, although such participation tends to be simple, such as reposting content or giving brief responses. This condition reflects a pattern of slacktivism. Nevertheless, FOMO can also have a positive impact by expanding the reach of information and increasing public awareness of the issue. Furthermore, political background and peer group influence also affect how individuals interpret and respond to messages, as they are shaped through interaction and discussion within their social environment.
BEYOND ADVERTISING: MIXED METHOD ANALYSIS OF WEB SERIES AS A NEW WAY TO BUILD BRAND IDENTITY Ratih Pandu Mustikasari; Ade Kusuma; Sekar Arum Nuswantari
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v11i1.9250

Abstract

Web series, as an alternative to introducing the value of a brand, are currently in great demand. The data shows that web series are currently not only produced as digital content but also for commercial purposes. The intended commercial interests are related to brand promotion and forms of sponsorship. Several web series are sponsored to depict the identity and value of the product in the storyline. One of the reasons brands create web series content is to help their audience connect directly with them. Through web series, the audience can also understand the value in the content. This research used mixed methods to find qualitative and quantitative data. The results show that most audiences are able to understand web series content as a form of brand value and identity. The four indicators measuring understanding of brand identity in web series show uniformity of positive values. The mean of the respondents' answers shows a number above 3 points. This indicates that the audience understands the existence of brand identity in web series content. Overall, respondents agreed that the web series was able to describe the four dimensions of brand identity. Four dimensions of brand identity that can be fully understood show that a web series can be a complete representation of a brand. This is in accordance with various previous studies, which explain that web series can be an alternative for introducing brand identity to specific segments
- Konten Review Skincare di Akun Tiktok ‘Dokter Detektif’ Dalam Membentuk Minat Beli: - Aninda Maghfiratun Navila; Ratih Pandu Mustikasari
Hulondalo Jurnal Ilmu Pemerintahan dan Ilmu Komunikasi Vol 5 No 1 (2026): Januari - Juni 2026
Publisher : Fakultas Ilmu Sosial dan Ilmu Poliitik Universitas Ichsan Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59713/jipik.v5i1.1540

Abstract

The beauty industry in Indonesia, especially the skincare sector, experiences significant growth every year. Increasingly fierce competition between brands encourages the emergence of various claims on products, including overclaim practices that can harm consumers. This phenomenon has given rise to a variety of educational content, one of which is the TikTok account ‘Doctor Detective’ which reviews skincare products based on laboratory test results. The purpose of this study was to determine the effect of exposure to skincare review content on TikTok @dokterdetektif on followers' buying interest. The theoretical basis used is the Stimulus-Organism-Response (SOR) theory. The research approach uses explanatory quantitative with survey methods collected from 100 sample respondents through questionnaires. The results of this study indicate that there is a positive and significant influence between exposure to skincare review content on TikTok @dokterdetektif (X) on purchase intention (Y). Every 1% increase in content exposure, buying interest will also increase by 0.735.
The Effectiveness of Financial Literacy Messages Through The BCA Web Series “Nurut Apa Kata Mama” Season 3 Among Generation Z Rani Aulia; Ratih Pandu Mustikasari
Interaction Communication Studies Journal Vol. 3 No. 2 (2026): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/interaction.v3i2.6192

Abstract

This study analyzes the effectiveness of financial literacy messages conveyed through the BCA web series “Nurut Apa Kata Mama” Season 3 among Generation Z. The study uses a descriptive quantitative approach within a positivist paradigm. Data were collected online through a Likert-scale questionnaire administered to 100 Generation Z respondents who had watched and understood at least one episode of the show. Message effectiveness was measured using four information-processing indicators: attention, comprehension, acceptance, and retention. The instrument consisted of 19 statements, all of which were declared valid with item correlation values of 0.502–0.798 and reliable with a Cronbach’s Alpha of 0.928. The analysis results show that all indicators fall into the highly effective category. The comprehension indicator obtained the highest average score of 4.15, followed by attention at 4.09, acceptance at 4.05, and retention at 3.96. The overall average effectiveness score reached 4.06. These findings indicate that integrating financial messages into family storylines, comedy, current conflicts, and examples of digital transactions helps Generation Z pay attention to, understand, accept, and remember the messages conveyed. This web series is effective as an educational communication medium, although stronger message repetition and calls to share information are still needed to improve audience retention. Practically, the findings support the use of a branded entertainment approach by financial institutions to expand financial education that is relevant, accessible, and easy to digest.
Co-Authors Alifya Dyara Sruti Aliyyanabila Yuwono Andini Amalia Azroh Aninda Maghfiratun Navila Binti Azizatun Nafi’ah Dian Hutami Rahmawati Dian Hutami Rahmawati Dicky Hadi Darmawan Didiek Tranggono Hanna Nurhaqiqi Heidy Arviani Khoirun Ni&#039;mah Kusnarto Kusuma, Ade Latif Ahmad Fauzan Oktifani Winarti Rani Aulia Sekar Arum Nuswantari Sherly Audrey Machsun Sumardjijati, Sumardjijati Syamsul Arifin Talitha Zaidah Azmi Valentin Cretto-Bergerat Yuli Candrasari Yushinta Aristina Sanjaya Zakya Cahaya Kamila