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All Journal JKMS : Jurnal Ilmu Komunikasi Jurnal Ilmu Sosial dan Ilmu Politik (JISIP) KOMUNIKA Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Wacana: Jurnal Ilmiah Ilmu Komunikasi MABIS: Manajemen dan Bisnis Jurnal Riset Komunikasi Bricolage : Jurnal Magister Ilmu Komunikasi Jurnal Audience JURNAL PUSTAKA KOMUNIKASI Warta Ikatan Sarjana Komunikasi Indonesia Ekspresi dan Persepsi : Jurnal Ilmu Komunikasi Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara COMMICAST Interdisciplinary Social Studies JURNAL ILMIAH GLOBAL EDUCATION Jurnal Ilmu Komunikasi Jurnal Riset Manajemen Komunikasi Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Indonesia Sosial Teknologi Jurnal Communio: Jurnal Jurusan Ilmu Komunikasi Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Jurnal Spektrum Komunikasi Ilmu Manajemen Sosial Humaniora (JIMSH) RESLAJ: Religion Education Social Laa Roiba Journal Komunikatif : Jurnal Ilmiah Komunikasi Proceedings of Jogjakarta Communication Conference (JCC) Jurnal Ekonomi, Manajemen, dan Bisnis
Muhammad Thoyib Amali
Universitas Ahmad Dahlan
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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From Feed to Fame: Analyzing the Influence of Instagram Marketing on Carasun’s Brand Image Jihan Kinanti, Zalfa; Thoyib Amali, Muhammad
Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH) Vol. 7 No. 2 (2025): August, Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH)
Publisher : LP3M, Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51454/jimsh.v7i2.1150

Abstract

The rapid growth of internet users in Indonesia has encouraged businesses to expand their marketing activities through social media platforms. Among these, Instagram has emerged as one of the most popular tools for digital marketing communication. Its interactive features, such as comments and direct messages, enable companies to engage directly with consumers, making it an effective medium for brand promotion and image building. This study investigates the influence of Instagram marketing on the brand image of Carasun, a local sunscreen brand that recently gained viral attention due to its controversial marketing campaigns. Employing an explanatory quantitative approach, the research collected data from 396 respondents who are beauty enthusiasts and followers of Carasun’s official Instagram account. The data, measured using a Likert scale through an online questionnaire, were analyzed using simple linear regression. The findings reveal that Instagram marketing has a significant positive impact on Carasun’s brand image, with a contribution of 48.5% and a significance level of p < 0.05. Theoretically, this study enriches the understanding of how social media marketing activities influence brand perception. Practically, it offers valuable insights for marketers in designing content strategies that foster consumer engagement, strengthen purchase intentions, and sustain a positive brand image.
Analisis Framing Pemberitaan Pemilu 2024 Oleh Mahkamah Konstitusi pada Media IDN Times dan KR Jogja Mezy Mezy; Muhammad Thoyib Amali
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i3.5334

Abstract

This study aims to analyze how two Indonesian online media outlets, IDN Times and KR Jogja, framed news coverage of the 2024 election dispute handled by the Constitutional Court. Using Robert Entman’s framing analysis model, this research explores how each media constructs narratives, selects facts, and emphasizes certain issues to shape public perception. The findings reveal that IDN Times tends to present information in a neutral and procedural tone, focusing on legal processes and official statements. In contrast, KR Jogja emphasizes public skepticism and the discourse of electoral justice, using critical language choices and sources that question the fairness of the election. This contrast in media framing impacts how audiences perceive the credibility of the Constitutional Court and the broader legitimacy of Indonesia’s electoral democracy. The study highlights that media outlets are not passive conveyors of facts but active agents in constructing political realities. These findings contribute to the field of political communication and media literacy, especially in post-election contexts where public trust in democratic institutions is crucial. The research underscores the importance of critical media consumption and the role of framing in influencing democratic discourse in transitional political environments.
Examining social media marketing and content richness impacts on Netflix consumer satisfaction and loyalty Muhammad Thoyib Amali; Najmi Rizki Khairani
Manajemen dan Bisnis Vol 25, No 2 (2026): July 2026
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v25i2.1090

Abstract

In a highly competitive streaming market, consumer loyalty is no longer secured by brand strength alone but requires continuous innovation and strategic differentiation. This study examines the influence of social media marketing and content richness on consumer satisfaction and loyalty among Netflix users in Indonesia. A total of 250 active Netflix subscribers participated in an online survey, and the data were analyzed using Partial Least Squares Structural Equation Modeling. The findings show that social media marketing significantly enhances consumer satisfaction but does not directly influence consumer loyalty, indicating that its impact operates indirectly through satisfaction. In contrast, content richness exerts both direct and indirect effects on satisfaction and loyalty, establishing it as the most influential factor in sustaining user commitment. Furthermore, consumer satisfaction fully mediates the relationship between social media marketing and loyalty, and partially mediates the relationship between content richness and loyalty. These results highlight satisfaction as the core mechanism linking marketing engagement and content experience to loyalty, emphasizing the importance of enhancing user experience and content quality to foster long-term retention.
Pengaruh Digital Influencer @dokterdetektifhero Terhadap Tingkat Kepercayaan Konsumen dalam Pengambilan Keputusan Pembelian Produk Skincare Hasna Ayu Wulandari; Muhammad Thoyib Amali
Jurnal Ekonomi, Manajemen, dan Bisnis Vol. 4 No. 2 (2026): Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Kalibra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70716/emis.v4i2.573

Abstract

The growing use of digital influencers in the skincare industry has made social media an important source of information for consumers in making purchasing decisions. However, the emergence of overclaim issues in skincare products has positioned consumer trust as a crucial factor in the decision-making process. This study aims to examine the influence of the TikTok digital influencer account @dokterdetektifhero on skincare purchasing decisions through consumer trust as a mediating variable. A quantitative approach with a survey method was employed. Data were collected through questionnaires distributed to 120 respondents who had viewed @dokterdetektifhero’s content and were interested in skincare products. The sampling technique used was purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. This study adopted the Elaboration Likelihood Model to explain how consumers process persuasive messages delivered by digital influencers in shaping trust and purchasing decisions. The results indicate that digital influencers have a positive and significant effect on consumer trust and purchasing decisions. Consumer trust also has a positive and significant effect on purchasing decisions. Furthermore, consumer trust was found to mediate the relationship between digital influencers and purchasing decisions through partial mediation. The findings demonstrate that the educational content and credibility of @dokterdetektifhero are capable of building consumer trust, which in turn encourages skincare purchasing decisions.
Nostalgia Marketing: Pendekatan Komunikasi Strategis Untuk Menarik Minat Wisatawan Pasar Kangen Yogyakarta Sheila Lestari Giza Pudrianisa; Muhammad Thoyib Amali
Jurnal Riset Komunikasi (JURKOM) Vol. 8 No. 2 (2025): Agustus 2025
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komuniasi (ASPIKOM) Wilayah Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Yogyakarta is a city famous for its cultural, traditional and tourism elements. However, data from 2022-2023 shows that the number of tourist visits did not increase even though the pandemic was over. Therefore, the local government paid special attention and tried to realize creative products based on traditional and popular culture in the form of an event called Pasar Kangen. This event is quite unique and different because it carries the concept of presenting the nuances of the past in each element. From this problem, the researcher analyzed how the strategic communication approach used in the Nostalgia marketing element is effective in attracting tourists to the Pasar Kangen Yogyakarta. The theory used is nostalgia marketing with a descriptive qualitative method. The results of the study are through 4 approaches, the first is personal nostalgia in the form of the presence of typical food/snacks from various regions which are served traditionally. Interpersonal nostalgia through the presence of antique goods/toys that remind us of the atmosphere of the past. Cultural nostalgia through arts such as dance/nyanyain which are presented as an entertainment stage and virtual nostalgia, namely consumers can feel the atmosphere of Pasar Kangen through social media. Pasar Kangen has succeeded in presenting and reviving past memories for consumers so that it can be used as an effective strategy to increase tourist visits.
From Social Media to E-Commerce: How TikTok Live and Sales Promotions Shape User Purchase Decisions Lathifa Camelia Putri; Muhammad Thoyib Amali; Mufid Salim
EKSPRESI DAN PERSEPSI : JURNAL ILMU KOMUNIKASI Vol 9 No 1 (2026): January
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Pembangunan Nasional Veteran Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33822/jep.v9i1.10205

Abstract

The rise of digital transformation has positioned social media as a key driver of e-commerce growth in Indonesia, with TikTok Shop emerging as a leading platform through its live features and promotional campaigns. This study examines the impact of TikTok Live exposure and sales promotions on user purchase decisions, using the Elaboration Likelihood Model (ELM) as a theoretical framework, in which the central and peripheral routes of persuasion play distinct roles in the consumer decision-making process. This study employed a quantitative approach by surveying 160 active TikTok users who had previously purchased on TikTok Shop. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. Findings reveal that both TikTok Live exposure and sales promotions positively and significantly influence purchase decisions, with sales promotions exhibiting a stronger effect. This study emphasizes the importance of combining informative live content with appealing promotional strategies to strengthen consumer engagement and drive sales. Future research is recommended to focus on specific brands and to incorporate additional variables, such as marketing content quality, viral marketing, online trust, or impulsive buying behavior.
Co-Authors Aisyah Nasution Alfiatu Rohima Alhabibi, Imam Sahid Alpajri Alpajri Azhari, Reny Buana, Mufti Putri Dewi Camelia Putri, Lathifa Chandra Dewa Kurniawan Devi Triana, Fadisa Rahma Dina Amalia Ersa Zahrani Ata Farohi, Muhammad Salman Fatma Listari Hasna Ayu Wulandari Heningtyas, Asshifa Immanuel Dwi Asmoro Tunggal Immanuel Dwi Asmoro Tunggal Iva Fikrani Deslia Jihan Kinanti, Zalfa Lathifa Camelia Putri Maudi Adinda Rudfa Merlyana Ryandaresta Mezy Mezy Mufid Salim Mufid Salim Najmi Rizki Khairani Nugroho, Restu Agung Nunik Hariyanti Pudrianisa, Sheila Lestari Giza Rustono Farady Marta Salsabila, Chairunisya Zulfa Sheila Lestari Giza Pudrianisa Suro Suprantio Theo Khairullah Umala, Alfyana