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Pengaruh Terpaan Promosi Penjualan Dan Daya Tarik Brand Ambassador Terhadap Minat Beli Produk Kosmetik Wardah Fahrida Amalia Husna; Muhammad Bayu Widagdo; Nurist Surayya Ulfa
Interaksi Online Vol 10, No 4: Oktober 2022
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Wardah as one of the pioneers of cosmetics in Indonesia is experiencing a decline in sales from which previously ranked first to second. Even though Wardah has carried out various marketing communication strategies, namely intensively providing sales promotions and also collaborating with the Korean convert brand ambassador Ayana Jihye Moon. This study aims to determine the influence of sales promotion exposure and Brand Ambassador attractiveness to the Customer Buying Intention of Wardah Cosmetic Products. The theory used in this study is Advertising Exposure Theory by Batra, Myers, and Aaker and Source Attractiveness Theory by McGuire. In determining the sample, this study used a non-probability sampling technique with an accidental sampling technique. The number of samples is 100 people with an age range of 13- 22 years who have been exposed to Wardah's sales promotion and know Wardah's brand ambassador. The results indicated that the variable of sales promotion exposure with interest in buying Wardah cosmetic products had a significance value of 0.814 where the number was more than 0.05 which means it was not significant and it can be argued that sales promotion exposure had no effect on buying interest in Wardah cosmetic products. While the variable of brand ambassador attractiveness with the interest in buying Wardah cosmetic products obtained a significance value of 0.000 where the number is less than 0.05 which means that the brand ambassador attractiveness, influence the customer buying intention of Wardah cosmetic products.
PENGARUH TERPAAN NATIVE ADVERTISING ERIGO TAKE OVER DAN KREDIBILITAS CELEBRITY ENDORSER DI MEDIA SOSIAL TERHADAP BRAND IMAGE ERIGO Daffa Satriowibowo; Tandiyo Pradekso; Nurist Surayya Ulfa
Interaksi Online Vol 10, No 4: Oktober 2022
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Even though Erigo has carried out a massive marketing strategy with a large budget, which is approximately 718 million for native advertising, Erigo take over and 50 billion for celebrity endorsers who have high credibility. This is inversely proportional to the efforts made by Erigo in running native advertising related to the Erigo take over program as a program that is ready to go global and optimize celebrity endorser strategies on social media. This research uses explanatory quantitative research type. The population in this study is an audience aged 18-35 years who have been exposed to native advertising Erigo take over and know Erigo's celebrity endorser. This study uses a non-probability sampling technique with a total of 100 respondents. The sampling technique used in this study was based on chance or accidental. The theory used in this research is cognitive learning theory and source credibility theory. The findings in this study indicate that Erigo's take over native advertising exposure is at a sufficient level. This shows that some respondents have sufficient knowledge of exposure to information in native advertising Erigo take over. Then, exposure to celebrity endorser Erigo's credibility on social media is at a high level. This shows that some respondents have a good perception of the credibility of the celebrity endorser owned by Erigo. Then, most of the respondents also have a good perception of Erigo's brand image. The results of testing all hypotheses in this study using simple linear regression analysis showed that the study was not significant or there was no influence between the X1 variable (Native Advertising Erigo Take Over Exposure) on the Y variable (Erigo Brand Image) with a significance value of 0.941. This shows that the level of exposure to information from native advertising Erigo take over in online media articles does not partially affect Erigo's brand image. Then, there is no or no significant effect between variable X2 (Credibility of Celebrity endorsers on social media) to variable Y (Brand image Erigo) with a significance value of 0.497. this shows that the high and low credibility of celebrity endorser Erigo on social media does not partially affect Erigo's brand image.
HUBUNGAN PERSEPSI PESAN SUSTAINABLE BEAUTY DAN DAYA TARIK BRAND AMBASSADOR GARNIER DALAM KAMPANYE GARNIER GREEN BEAUTY DENGAN BRAND IMAGE GARNIER SEBAGAI BRAND RAMAH LINGKUNGAN Marsha Fildzaishma; Tandiyo Pradekso; Nurist Surayya Ulfa
Interaksi Online Vol 10, No 4: Oktober 2022
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Brand produk kecantikan dan perawatan yang memiliki aspek environmental friendly dapat memiliki citra yang lebih baik karena dianggap peduli pada kelestarian lingkungan yang terdampak oleh industri kecantikan dan perawatan. Sebagai bentuk kepedulian dan upaya menjaga lingkungan yang terdampak, Garnier menerapkan green marketing pada industrinya dengan menjalankan Kampanye Garnier Green Beauty yang memiliki pesan utama sustainable beauty dengan pendekatan Integrated Marketing Communication. Penelitian ini bertujuan untuk menjelaskan hubungan antara persepsi pesan sustainable beauty dan daya tarik brand ambassador Garnier dalam Kampanye Garnier Green Beauty dengan brand image Garnier sebagai brand ramah lingkungan. Penelitian ini menggunakan Advertising Exposure Model dan Source Attractiveness Theory, dengan sampel penelitian berjumlah 100 orang dengan karakteristik perempuan atau laki-laki, berusia 16-30 tahun, dan mengetahui Kampanye Garnier Green Beauty dalam tiga bulan terakhir. Nonprobability sampling digunakan dalam pengambilan sampel dengan teknik purposive sampling. Pengujian dan analisis data dalam penelitian ini menggunakan uji korelasi Kendall’s Tau B. Hasil penelitian menunjukkan adanya hubungan antara persepsi pesan sustainable beauty dalam Kampanye Garnier Green Beauty dengan brand image Garnier serta menunjukkan adanya hubungan antara daya tarik brand ambassador Garnier dalam Kampanye Garnier Green Beauty dengan brand image Garnier. Persepsi pesan sustainable beauty yang sesuai dengan apa yang telah dikomunikasikan dan daya tarik terhadap brand ambassador Garnier yang tinggi berkaitan dengan persepsi mengenai brand image Garnier positif sesuai dengan apa yang dikomunikasikan dalam Kampanye, yaitu Garnier sebagai brand kecantikan dan perawatan yang ramah lingkungan dengan sustainable beauty.
Tahapan Perkembangan Hubungan Antar Individu Menggunakan Aplikasi Kencan Online Bumble dalam Menuju Hubungan Romantis Aulia Triwardhana Noor Fathan Ramadhan,; Nurul Hasfi; Nurist Surayya Ulfa
Interaksi Online Vol 11, No 1: Januari 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Proses perkembangan hubungan di zaman kemajuan teknologi ini pastinya memiliki peluang mengalami sebuah perubahan proses atau tahapan. Sebagaimana perkembangan hubungan yang biasanya dilakukan secara tatap muka atau langsung, kini dapat dilakukan dengan menggunakan mediasi oleh aplikasi kencan online Bumble yang merupakan salah satu bukti kemajuan teknologi. Penelitian ini bertujuan untuk mendeskripsikan bagaimana tahapan perkembangan hubungan antar individu menggunakan aplikasi kencan online Bumble dalam menuju hubungan romantis dengan menerapkan metode penelitian kualitatif deskriptif dan paradigma post-positifistik. Teknik pengumpulan data yang digunakan pada penelitian ini adalah wawancara mendalam serta teknik analisis Miles dan Huberman yang didasari oleh Model Tahapan Perkembangan Hubungan Menuju Komitmen Mark Knapp’s, dibantu oleh Teori Penetrasi Sosial dan Teori Proses Informasi Social (SIP). Hasil penelitian menunjukan bahwa proses tahapan perkembangan hubungan Mark Knapp’s setelah di implementasikan pada komunikasi antar pribadi pengguna aplikasi kencan online Bumble menjadi empat tahap meliputi initiating, experimenting, intensifying, dan integrating. (1) Pada tahapan pertama, intiating terdapat pembentukan citra atau image selaras dengan Selective Self-Presentation pada Teori Proses Informasi Sosial dan pemilihan kata di pesan pertama. (2) Tahap kedua yakni experimenting, ditemukan bahwa terdapat kegiatan bertukar informasi dengan menggunakan pertanyaan umum/pengetahuan serta kegiatan seperti stalking dan screening. (3) Tahap ketiga intensifying, terdapat pembahasan informasi bersifat privasi didasari pengungkapan diri. Pada tahap ketiga dan keempat terjadi kegiatan pengungkapan diri / Self-Disclosure yang selaras dengan Teori Penetrasi Sosial. (4) Tahap keempat integrating, hubungan antar individu memutuskan untuk menuju hubungan sebagai pasangan romantis “pacar” serta menghapus aplikasi kencan online Bumble sebagai bentuk komitmen. Simpulan penelitian ini yakni tahapan perkembangan hubungan menuju komitmen Mark Knapp’s terjadi dari tahap initiating, experimenting, intensifying, dan integrating dengan kegiatan yang dilakukan oleh informan di setiap tahapan. Penelitian ini merekomendasi untuk penelitian selanjutnya dapat meneliti perkembangan hubungan romantis di aplikasi kencan online, dimana trend yang terjadi pada riset penelitian ini dapat diterapkan atau tidak di aplikasi kencan online lain. Serta perluasan pada bentuk perkembangan hubungan romantis selain “pacaran” yang terjadi di aplikasi kencan online.
DAYA TARIK PENGGUNAAN MEME DAN DAYA TARIK KONTEN INFORMATIF PADA INSTAGRAM NETFLIX INDONESIA (@NETFLIXID) TERHADAP KEPUTUSAN PEMBELIAN LAYANAN VIDEO ON DEMAND NETFLIX Iffah Shofiyah Ariefah; Lintang Ratri Rahmiaji; Nurist Surayya Ulfa
Interaksi Online Vol 11, No 1: Januari 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Netflix is the first SVOD company to expand its wings in the Indonesian market. However, currently Netflix's ratings have fluctuated from Q4 2019 to 2022. In 2022, Netflix experienced a drastic decline compared to the previous year. Therefore, Netflix Indonesia launched its marketing strategy, one of which is through social media content, especially Instagram. This study aims to determine the effect of the attractiveness of using memes and the attractiveness of informative content on Instagram Netflix Indonesia (@netflixid) on purchasing decisions for Netflix's video-on-demand service. This study uses the Attribution Theory, with a research sample of 100 respondents with female and male characteristics, aged 18-36 years who follow or follow the Netflix Indonesia Instagram account (@netflixid) and are aware of Netflix Indonesia's Instagram posts. Testing and data analysis in this study using multiple linear regression analysis. The results of the f-test show that the attractiveness of using memes (X1) and the attractiveness of informative content (X2) on Instagram Netflix Indonesia (@netlfixid) have an effect on the decision to purchase Netflix's video-on-demand service (Y), this is in line with the Attribution theory which explains how an individual's perception of a stimulus can influence his actions. However, the magnitude of the influence given is 14.2% where this data means that there are other possible variables that can influence the decision to buy Netflix's video-on-demand service. This is further corroborated by the results of the T-test which shows that if the single variable test, namely the use of attractiveness on Instagram Netflix Indonesia, has no effect on the purchase decision of Netflix's video-on-demand service. Meanwhile, the attractiveness variable for informative content has an influence on the decision to purchase Netflix's video-on-demand service. Based on the research results, Netflix Indonesia can continue to optimize its informative content production, and for further research, it can examine other variables that are assumed to influence the decision to purchase Netflix's video-on-demand service.
PENGARUH INTENSITAS KOMUNIKASI PEER GROUP DAN TERPAAN PESAN PROMOSI JUDI ONLINE DI MEDIA SOSIAL TERHADAP PERILAKU ADIKTIF BERMAIN JUDI ONLINE Nanda Deristia Maharani; Nurist Surayya Ulfa; Sunarto Sunarto
Interaksi Online Vol 11, No 2: April 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Online gambling has become a digital trend that has increased during the pandemic. Online gambling is of great interest to people from all walks of life, both adults, young people and even minors. The most popular online gambling games in Indonesia are slots. Online gambling activities in Indonesia are classified as activities that are illegal and fall into the category of cyber crime. The mass media reports that the motivation for the tendency to commit criminal acts is caused by the desire to play online gambling. The aim of this study was to determine the effect of the intensity of peer group communication and exposure to online gambling promotional messages on social media on addictive behavior in playing online gambling together. The theory used in this research is Bandura's Social Learning Theory. This research is explanatory quantitative. In a typical sample, this study used a snowball sampling technique. This study used a sample of 85 respondents, aged 18-44 years, gambled at least >5 game sessions in the past week, and had seen online gambling promotions on social media. The data analysis technique used is multiple linear regression analysis. The results of the study stated in addition, together there is an influence of the intensity of peer group communication and exposure to online gambling promotional messages on social media on the addictive behavior of playing online gambling was 55,9%. and it was known that the magnitude of the effect of the effective variable intensity of peer group communication was more dominant by 29, 61 %
Komunikasi Support Group Sekartaji dalam Pendampingan pada Perempuan Korban Kekerasan Dalam Rumah Tangga Rahma Kurniasari; Yanuar Luqman; Nurist Surayya Ulfa
Interaksi Online Vol 11, No 3: Juli 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Pengorganisasian komunikasi support oleh organisasi penting dalam mendapatkan, mengelola, serta menerapkan informasi yang diterima kepada anggota. Penelitian ini bertujuan untuk mengetahui proses pengorganisasian komunikasi Support Group Sekartaji dalam pendampingan pada para survivor KDRT. Penelitian ini menerapkan metode studi kasus deskriptif, pendekatan kualitatif, dan paradigma interpretif. Teknik yang digunakan merupakan wawancara mendalam semi-terstruktur serta teknik analisis pattern-matcing berdasarkan teori utama yakni Theory of Organizing. Kesesuaian dengan pola Theory of Organizing, proses untuk pengorganisasian komunikasi support didasarkan pada tahap penerimaan informasi, seleksi, dan retensi yang digunakan dalam rangka mengurangi ketidakpastian anggota. Analisis hasil penelitian menunjukkan bahwa proses pengorganisasian yang terjadi antara LRC-KJHAM dengan Support Group Sekartaji dalam pendampingan pada para survivor KDRT menerapkan sistem diskusi dalam setiap pertemuan rutin yang dilaksanakan, setiap anggota Support Group Sekartaji berhak mengungkapkan perasaan dan menyampaikan gagasan dalam suasana santai dan informal, adapun anggota Support Group Sekartaji diberikan ilmu serta pelatihan oleh LRC-KJHAM melalui program pemberdayaan sehingga diharapkan dapat meningkatkan kualitas hidup anggota. Penelitian ini menyatakan bahwa organisasi memiliki kemampuan dalam menentukan keputusan strategis serta memodifikasi proses pengorganisasan sesuai dengan kebutuhan anggota.
Pengaruh Tingkat Fear of Missing Out (FoMO) dan Tingkat Pengawasan Orang Tua terhadap Tingkat Kecanduan Penggunaan TikTok pada Remaja Nadia Gita Aresti; Triyono Lukmantoro; Nurist Surayya Ulfa
Interaksi Online Vol 11, No 3: Juli 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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TikTok, a social media platform that is currently growing rapidly, has become a favorite entertainment tool among adolescents. The use of TikTok has positive impacts but can also have a negative impact in the form of TikTok addiction on its users. Fear of missing out may be one of the reasons why adolescents are addicted to TikTok. Thus, parents play a role as gatekeepers to limit the TikTok content that adolescents access. This study aims to determine the influence of fear of missing out (FoMO) level and parental supervision level on the level of addiction to using TikTok in adolescents. The theory in this study used Self-Determination Theory by Ryan and Deci and Parental Mediation Theory by Lynn Clark. In determining the sample, this study used a non-probability sampling technique with a purposive sampling technique. The research population was female and male adolescents with an age range of 15-22 years old in Indonesia who have actively used TikTok in the last three months. The results indicated that fear of missing out (FoMO) level with the level of addiction to using TikTok in adolescents had a significance value of 0.000 where the number was less than 0.05, which means that fear of missing out (FoMO) level, influence the level of addiction to using TikTok in adolescents. Meanwhile, parental supervision level with the level of addiction to using TikTok in adolescents obtained a significance value of 0.231 where the number was more than 0.05, which means it was not significant and it can be argued that parental supervision level had no effect on the level of addiction to using TikTok in adolescents.
HUBUNGAN TERPAAN INFORMASI PRODUK DAN TERPAAN PROMOSI PENJUALAN DENGAN KEPUTUSAN PEMBELIAN KEMBALI FASHION DI TOKOPEDIA Gita Reza Nadhani; Nurist Surayya Ulfa
Interaksi Online Vol 11, No 3: Juli 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Fashion is one of the most searched and purchased categories by consumers in Tokopedia. Unfortunately, in the first quarter of 2023, Tokopedia got a very significant decrease in the number of visitors compared to the second quarter of 2022. This research aims to find out the relationship between exposure to product information and exposure to sales promotions and the decision to repurchase fashion at Tokopedia. The theory used cognitive process theory and behavioral learning theory. The sampling technique used purposive sampling with a total sample of 100 respondents. The analytical technique used Kendall Tau-b. The results of this research found that there was a positive and significant relationship between product information exposure (X1) and sales promotion exposure (X2) with the repurchase decision (Y) of fashion at Tokopedia with a weak correlation coefficient. The results of the research descriptively show that the intentional level of consumers in seeking about content and the usefulness is high. Unfortunately the level of consumer involvement in interacting with uploaded content is low. Tokopedia can change its social media marketing strategy which has a higher level of correlation coefficient. If Tokopedia still continue to use this strategy, they should make content which can increase consumer interaction.
The Influence of The Intensity of Accessing Gaming Content on YouTube and Peer Group Communication on Impulse Buying of Online Game Virtual Items Among Elementary School Children Brigitta Dwi Liusditari; Nurist Surayya Ulfa; Djoko Setyabudi
Interaksi Online Vol 11, No 3: Juli 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The phenomenon of buying virtual products for online games is happening among elementary school children in Indonesia. This is inseparable from the influence of external push factors such as the gaming content they watch and also their peers. Virtual buying can be seen as a good aspect from a sales and marketing perspective. However, children are understood as passive consumers in the market because their understanding of consuming goods is still immature until they reach their teenage years. Elementary school children who are immature in mind and mentally should not over-purchase virtual product. Nowadays, many game companies use YouTube influencers to promote their products. In addition, with a group of peers who have the same gaming hobby, this encourages children's attitudes in developing themselves as consumers in the market. Along with the wider children's environment, there is a need for children to find a place in the age group they want to reach. This study aims to explain the effect of the intensity of accessing gaming content on YouTube and peer group communication on spontaneous purchases of virtual products for online games among elementary school children. This study uses a quantitative approach. The theory used in this study is the theory of Consumer Socialization, with a sampling technique in the form of convenient sampling. The results of hypothesis testing with multiple linear regression tests show that the intensity of accessing game content on YouTube and peer group communication has no influence on impulse buying of virtual products for online games among elementary school children
Co-Authors Adam Gilang Ditsani Adelya Putri Ayu Felita Adi Nugroho Adi Nugroho Adi Nugroho Adi Nugroho Adinda Sekar Cinantya Aditya Ihatra, Dzikri Agus Naryoso S.Sos, M.Si, Agus Naryoso Ahmad Mulyadi Aldha Wulan Nugraheni Aldi Atwinda Jauhar Alya Khoirunnisa, Mayfida Amaria Niken Ranindyasa Amida Yusriana Ananda Erfan Musthafa Andika Al Hakiem, Muhammad Andre Ghozali Putra Riyadi Andrea Oktavia, Helga Anggi Pramesthi Kusumarasri Anisa Dyah Permata, Cindy Aprillia N S Arnita Devi Wellynda Yanti Aulia Ecallypta, Saffa Aulia Rahma Fadilla Aulia Triwardhana Noor Fathan Ramadhan, Bayu Widagdo, Muhammad Brigitta Dwi Liusditari Dafa H.D, Krisna Daffa Satriowibowo Djoko Setiabudi Djoko Setyabudi Djoko Setyabudi Djoko Setyabudi Donik Agus Setiyanto Drasthya Estha Ghany, Drasthya Estha Dwi Purbaningrum, Dwi Dwiki Ryan Pramana Eririan Kloer, Latissya Erlita Ardiana . Fahrida Amalia Husna Fatikah Rosutami Febriana Handayani Ghaliyah Julya Almira Ginanjar Saputra Gita Reza Nadhani Hedi Pudjo Santosa Hedi Pudjo Santosa Helmi Bayuputra, Rafli Iffah Shofiyah Ariefah Ilham Bayu Prasetyo Ima Putri Siti Sekarini Jan Khairuzzaman, Alief Jessica Inez Indriani, Febronia Jimmy Fachrurrozy Kurniandy, Yody Lintang Dwi Pudyastuti, Lintang Dwi Lintang Ratri Rahmiaji Luhung Nalar Wangi Luthfiana Dewi . Lutvia Anjani, Erlin M Bayu Widagdo Marsha Fildzaishma Martia Mutiara Tasuki Maulana Ocky Adhicondro Monalisa Sima Sebayang Muchamad Yuliyanto Muhammad Bayu Widagdo Muhammad Gustiasa, Muhammad Nada Nurkhalisha, Aisya Nadhif Zufar Faizal, Sulthan Nadia Gita Aresti Nadya Putri Kristiyanto Nanda Deristia Maharani Ni Made Dinna Caniswara Nicho Putera Gustantyo Nisa Safitri, Aiko Nur Suryanto Gono, Joyo Nuriyatul Lailiyah Nurul Hasfi Nurul Izzah, Saniyyah Octavia Meiza Putri, Karina Pehulisa, Karin Permata Ayuning Mulia, Catharina Putra Baroto, Medio Qurrota Ayun, Primada Qurrota Ayyun, Primada Rahma Kurniasari Raihan Wiguna, Ilham Reni Yunita Muyaningsih Renis Susani Karamina Rezky Utami, Nofiyanti Rifni Lestari Rosanna Fadiya Sekar Dewi Pramana, Antonia Rachel Sholihudin, Nabiila Siadari, Roulina Siti Zahara Alawiyah Yulissa Sofari Fuqoha, M Ilham Sri Widowati Herieningsih Sri Widowati Herieningsih Sunarto Sunarto Surya Prabhaswara, Fauzan Suryanto Gono, Joyo Nur Tandiyo Pradekso Tazki Valeda, Delicia Thalenta Salsabila Tiagita Reva Yogiyanti, Tiagita Reva Tri Hastuti Caisari Triyono Lukmantoro Triyono Lukmantoro Triyono Lukmantoro Turnomo Rahardjo Wahyu Hidayat Wahyu Kuncoro Aji, Danar Wahyu Satria Utama, Wahyu Satria Widya Andhika Aji Wiwid Noor Rakhmad Yanuar Luqman Yunisa Wirastanti, Tiara Yusriana, Amida YUSUF AKBAR, MUHAMMAD