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Nurist Surayya Ulfa
Departemen Ilmu Komunikasi FISIP UNDIP
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PENGARUH INTENSITAS PEER GROUP COMMUNICATION DAN PENGENDALIAN DIRI TERHADAP TINGKAT KECANDUAN GAME ONLINE MOBILE LEGENDS:BANG BANG DI KALANGAN GENERASI Z Nadhif Zufar Faizal, Sulthan; Surayya Ulfa, Nurist; Naryoso, Agus
Interaksi Online Vol 12, No 4: Oktober 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Generation Z is the largest age group in Indonesia, accounting for approximately 27.94 percent of the total population. Online gaming has become an integral part of daily life for Generation Z in Indonesia. As a generation raised in the digital era, Generation Z shows a strong attachment to technology, including online games, which, when played with high intensity, can lead to addiction. One of the most popular online games among Generation Z is Mobile Legends. This study aims to examine the influence of peer group communication intensity and self-control on the level of addiction to Mobile Legends among Generation Z. The study employs a quantitative explanatory method with purposive sampling involving 108 respondents. The results indicate that peer group communication intensity has a significant effect on the level of online gaming addiction, where higher communication intensity within peer groups correlates with a greater likelihood of addiction. On the other hand, low self control also significantly contributes to higher levels of online gaming addiction, especially in Mobile Legends
THE INFLUENCE OF POLITICAL NEWS ATTITUDE AND PERCEIVED IMPORTANCE OF RELIGIOUS ON INTENTION TO SUPPORT PDIP AFTER 2024 INDONESIAN GENERAL ELECTION Putra Baroto, Medio; Lukmantoro, Triyono; Surayya Ulfa, Nurist
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The phenomenon related to the intention of public support for the Indonesian Democratic Party of Struggle (PDIP) is decreasing at a time when parties opposing it are increasing. Support intentions can be seen as a beneficial aspect for political parties from the perspective of human behavior in politics. Given the increasingly competitive political dynamics in Indonesia with the emergence of new parties, the decline in support for PDIP is a major concern. Although PDIP managed to win the 2024 Legislative Election, there was a significant drop in vote percentage compared to the previous election, as well as the failure of its presidential and vicepresidential candidate pair (Ganjar-Mahfud) in the 2024 Executive Election. The shifting dynamics of Indonesian politics provide the context for this research, with PDIP, one of the main political parties, facing a drop in electability despite winning the 2024 parliamentary election. This drop-in support is assumed to be impacted by poor government performance, the formation of new parties, and a variety of campaign techniques that are less effective. The paradigm of this research is positivism with quantitative approach. This study aims to explain the effect of political news attitude and perceived importance of religious on intention to support PDIP by using the theory of planned behavior. The population in this study were political participants from generation z, with a non-probability sampling technique on 100 both male and female respondents aged 18-30 years who participated in the 2024 elections and had contact with a political party, namely PDI-Perjuangan or PDIP. The results of hypothesis testing using multiple linear regression tests show that the influence of political news attitude and perceived importance of religious has an influence on intention to support PDIP after the 2024 Indonesian General Election.
ANALISIS PENGARUH IDENTITAS MERK DAN CO-BRANDING MUSISI LOKAL TERHADAP LOYALITAS PELANGGAN DI BORSUMY HERITAGE Sofari Fuqoha, M Ilham; Surayya Ulfa, Nurist; Luqman, Yanuar
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The growth of the hotel industry is growing rapidly both on a global and national scale. The hospitality industry includes hotels and food service providers such as coffee shops, cafes and bars. In 2022, cafes in Indonesia will show a value of 1.9 million US Dollars or 30.2 trillion Rupiah. The development of this industry is also in line with the growth of Indonesian society. The more cafe choices there are, the more competition between cafes increases. Cafes compete to bring in loyal customers through a strong brand identity and co-branding with local musicians, as is done by Borsumy Heritage. Therefore, further research is needed to maintain loyal customers. This research aims to describe the influence of cafe brand identity and perceptions of co-branding with local musicians on customer loyalty in cafes. This research is an explanatory quantitative research with a non-probability sampling technique involving 100 respondents. The research results show that brand identity has no partial effect on cafe customer loyalty, co-branding with local musicians has a partial effect on cafe customer loyalty. Meanwhile, brand identity and co-branding with local musicians simultaneously influence cafe customer loyalty.
PROSES REBRANDING STARTUP PINTAR.CO Siadari, Roulina; Surayya Ulfa, Nurist; Noor Rakhmad, Wiwid
Interaksi Online Vol 12, No 4: Oktober 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Branding involves a series of marketing communication activities aimed at enhancing a brand by integrating its core concept into all advertising and stakeholder interactions. Harukaedu, a startup edutech company, faced challenges with its marketing communications due to its three independent business units. To address this, the company undertook a rebranding process to unify its identity and streamline communication strategies. Using a qualitative case study approach and constructivist paradigm, the research examined the brand change process based on General Model Planned Change, Brand Management, and Corporate Rebranding theories. The findings reveal that the company executed a revolutionary rebranding through a structured, step-by-step approach to rebuild its brand and image. The rebranding process included entering & contracting, diagnosing, planning, and implementing, which involved repositioning, renaming, redesigning, launching, and evaluating, before concluding with institutionalizing change.
PENGARUH TERPAAN BERITA PASCA KRISIS DAN TERPAAN KONTEN INSTAGRAM @GARUDA.INDONESIA TERHADAP TINGKAT KEPERCAYAAN PADA GARUDA INDONESIA Tazki Valeda, Delicia; Surayya Ulfa, Nurist
Interaksi Online Vol 12, No 4: Oktober 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This research is driven by the post-crisis situation of Garuda Indonesia, the state-owned national airline that is still striving to rebuild public trust following a series of challenges, including financial losses, mounting debts, instances of corruption and mismanagement. The restoration of trust has been accompanied by a variety of post-crisis news coverage in the mass media over the past year. In order to compensate for the frequency with which it is reported on, Garuda Indonesia has begun uploading content to its Instagram account with the aim of increasing public trust. The objective of this study is to ascertain the impact of post-crisis news exposure and exposure to @garuda.indonesia Instagram content on the level of trust in Garuda Indonesia. This research is of an explanatory quantitative research. The sampling technique employed was non-probability sampling, with the target population comprising Indonesian individuals who were aware of Garuda Indonesia's post-crisis news and had encountered the airline's Instagram content within the previous six months. Tests were conducted using linear regression analysis. The results demonstrated that news exposure exerted no partial effect on the level of trust, while content exposure exhibited a partially significant effect on the level of trust. Furthermore, the simultaneous exposure to both news and content had no effect on the level of trust.
EXPLORING CONSUMERS’ RESPONSES TO ADVERTISING THAT CHALLENGES BEAUTY IDEALS THROUGH BRAND AMBASSADOR: ANALYSIS OF AUDIENCE RECEPTION TOWARD PANTENE INDONESIA’S BYE#RAMBUTCAPEK, HELLO #RAMBUTKERECHARGED YOUTUBE AD WITH CELEBRITY ENDORSER KEANU ANGELO Sekar Dewi Pramana, Antonia Rachel; Surayya Ulfa, Nurist; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 4: Oktober 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This research explores how Pantene Indonesia challenges the perception that beauty products are exclusively for women through its advertising campaigns, particularly by featuring male influencers like Keanu Angelo in its promotions for the Pantene Miracle Hair Supplement. As Indonesia's beauty industry, especially hair care, continues to grow, Pantene has sought to redefine its brand image in response to competitive pressures and traditional beauty standards. Utilizing Stuart Hall's Reception Theory, qualitative interviews with five informants reveal diverse audience responses shaped by their social backgrounds and personal experiences. Findings indicate a spectrum of interpretations, including dominant, negotiated, and oppositional positions, with some informants exhibiting a dual negotiated-oppositional stance that acknowledges the ad's inclusive message while critiquing conflicting elements. These insights highlight the complexity of audience engagement with media messages and suggest that while Pantene's strategy has the potential to shift perceptions and challenge stereotypes, it must also incorporate broader representations and community outreach efforts to resonate authentically with evolving societal beauty standards.
Consumer’s Perception Of Global Branding: Kopiko Product Placement In Korean Drama Aulia Ecallypta, Saffa; Surayya Ulfa, Nurist; Qurrota Ayun, Primada
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The purpose of this study is to describe consumer perceptions of global branding using product placement strategies in Korean dramas. Qualitative research is a research method that provides descriptive data in the form of written or spoken words from individuals and the behavior of observed phenomena. The research "Consumer Perception of Global Branding: Kopiko Product Placement in Korean Drama" uses a qualitative descriptive approach. This method involves capturing and explaining consumers' perceptions and experiences about their opinions of Kopiko in Korean dramas. The result was that the product placement successfully increased brand exposure and strengthened the consumer experience with the identification of three distinct consumer perceptions. Despite the success, the study highlights the need for brand consistency and effective messaging, as well as the importance of emphasizing brand distinctive features such as the use of real coffee beans to reinforce identity and meet consumer expectations. Furthermore, cultural sensitivity to brand associations with Korean culture influences consumer perceptions, while Martin Roll's global branding theory provides insight into how factors such as brand recognition, unique value, consumer experience, consistency, and cultural sensitivity affect consumer perceptions
engaruh Terpaan Pemberitaan Dompet Digital DANA dan Persepsi Komentar pada Akun Instagram @dana.id terhadap Minat Menggunakan Dompet Digital DANA Yunisa Wirastanti, Tiara; Nur Suryanto Gono, Joyo; Surayya Ulfa, Nurist
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

DANA, a digital wallet, is currently in the spotlight due to numerous negative reports and comments from its users. In 2023, DANA experienced a decline in the percentage of digital wallet usage in Indonesia. Several online news portals have also reported on the issues faced by DANA. Besides the online news portals, DANA users have expressed their concerns and posted negative reviews on every post made by the Instagram account @dana.id. Instagram and online news portals serve as platforms that can quickly disseminate information and provide spaces for discussion. The aim of this research is to determine the impact of negative news exposure on the digital wallet DANA and the perception of negative comments on the Instagram account @dana.id on the interest in using the digital wallet DANA. The theory used in this research is the Theory of Planned Behavior. This study employs a non-probability sampling technique with a population of 100 respondents, both male and female, who are social media users aged 18-34 years and have been exposed to negative news and have seen or read negative comments on the Instagram account @dana.id. The results of the research show that there is an negative influence between exposure to DANA news on interest in using the DANA digital wallet with a significance value of 0.000. Furthermore, the influence of the perception of comments on the @dana.id Instagram account on interest in using the DANA digital wallet has a significance value of 0.000. Therefore, it shows that there is an negative influence between the perception variable of comments on the @Dana.Id Instagram account on interest in using the DANA digital wallet
Persuasive Elements within Indonesian Affiliate Marketing Content on Tiktok Aditya Ihatra, Dzikri; Hasfi, Nurul; Surayya Ulfa, Nurist
Interaksi Online Vol 12, No 4: Oktober 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

This research investigates Indonesian affiliate marketing strategies on TikTok. Using content analysis, 25 successful affiliate videos were analysed through the lens of Jamieson's Electronic Eloquence Model. The findings confirm the model's effectiveness in identifying persuasive elements, with self-disclosure building rapport, conversational style enhancing authenticity, synoptics summarizing key information, and visual dramatization engaging viewers. Successful affiliates combine these elements, focusing on storytelling and visuals to drive persuasiveness. This study provides actionable insights for TikTok affiliates, emphasizing the importance of relatable content and strategic visual aesthetics.
THE INFLUENCE OF PERSONAL SELLING AND E-WOM PERCEPTIONS OF BOPITASARI INSTAGRAM ACCOUNT TOWARDS SHOPEE PURCHASE INTENTION Octavia Meiza Putri, Karina; Qurrota Ayyun, Primada; Surayya Ulfa, Nurist
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

The Shopee Affiliate Program is one of Shopee's digital marketing strategies that involves multiple parties. To retain the audience and compete with other competitors, affiliates need to create innovative marketing strategies that attract and drive the audience to act. Therefore, this study aims to analyze the influence of Personal Selling and E-WOM Perception towards Shopee Purchase Intention on Instagram. Although the streamer's persuasion strategy is relatively the same, the result is different. This studyaims to explain the effect of personal selling and E-WOM perceptions of affiliate marketer towards Shopee purchase intention using a quantitative approach trough an experimental method. The theory use in this study is the theory of reasoned action, with a purposive sampling technique involving 100 respondents. The results of hypotheses testing with multiple linear regression show that there is a significant influence between personal selling and E-WOM perceptions towards purchase intention.
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