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All Journal Communication Avant Garde
Rustono Farady Marta
Fakultas Ilmu Sosial dan Humaniora Universitas Bunda Mulia
Social Sciences

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Dampak Strategi Pemasaran Digital Shopee terhadap Pembelian Impulsif Produk Kesehatan selama Pandemi di Indonesia Halim Agung; Rustono Farady Marta; Christanti Christanti
Communication Vol 12, No 2 (2021): COMMUNICATION
Publisher : Fakultas Ilmu Komunikasi - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/comm.v12i2.1500

Abstract

Pandemi Covid-19 tengah melanda seluruh Indonesia dan dunia. Adanya peraturan pembatasan sosial oleh pemerintah memaksa masyarakat untuk tetap di rumah dan mengurangi kegiatan diluar rumah, sehingga segala kegiatan dilakukan secara daring, termasuk dalam hal berbelanja. Salah satu akibat yang dirasakan dari pandemi Covid-19 adalah timbulnya perilaku pembelian secara impulsif. Hal ini terjadi pada pembelian produk kesehatan, dimana konsumen secara tiba-tiba membeli produk kesehatan dengan alasan produk kesehatan bisa melindungi diri dari virus dan mengurangi rasa cemas. Penelitian ini ditargetkan untuk melakukan analisis terhadap pengaruh pemasaran digital oleh berbagai marketplace dan dampaknya terhadap pembelian impulsif oleh konsumen di masa pandemi saat ini. 119 sampel dilibatkan dalam analisis data yang menggunakan pola positivisme, ancangan kuantitatif, metode peninjauan, dan kuisioner sebagai alat bantu pengumpulan data. Implikasi dari penelitian ini mengindikasikan bahwa optimalisasi strategi pemasaran digital berpengaruh signifikan positif terhadap pembelian impulsif oleh konsumen marketplace.
Pergulatan Diri Aktual Sebagai Pemaknaan Visual Pada Ilustrasi Efek Psikologis Body-Shaming Nicodemus Koli; Rustono Farady Marta; Natasha Richie Vallerie
Avant Garde Vol 9, No 2 (2021): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v9i2.1501

Abstract

The research aims to interpret how media communication are capable of representing body-shaming impacts their victims through the use of illustration. The “efek-psikologis-body-shaming” illustrates how self conflict the victim suffered from body-shaming. Criticizing other’s physique or body-shaming is a part of social interaction. During this process, Individual’s are experiencing physical and psychological anxiety. This anxiety keeps growing as the victim takes more negative commentary from the public. During this dillema, there are two different approaches to adjust one’s physique to the public, whether they accept and cope with it or they simply turn anxious towards any stigma, such as mockery or criticism towards body-shaming. The qualitative research uses interpretive paradigm with the support of semiotics tradition. The study also uses content analysis in order to identify the meaning of the illustration of body-shaming potrayed by “efek-psikologis-body-shaming”. This identification of body-shaming is analyzed through the use of hermeneutic code, such as symbolic, narrative, semantic and cultural. It is discovered in the research that the “efek-psikologis-body-shaming”illustration represents body-shaming’s self conflict. The victim’s self existence and anonymous’ behavior is potrayed deeply within the illustration. Self existence in this context is analyzed through semiotics of visual communication which focuses on verbal and visual meaning.
Co-Authors Christanti Christanti Halim Agung Natasha Richie Vallerie Nicodemus Koli