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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Z. Hidayat
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Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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It Is Not Just Sharing Youth-Culture! It is A Spotify Music Branding through Instagram Bunga Devina Nugroho; Yosefani Oktavia; Sukmo Banyu Jogo; Z. Hidayat
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.5506

Abstract

This paper aims to analyze the role of social media platform Instagram as a channel of marketing of musicians and their interaction with fans. Also, this paper analyzes youth-culture sharing behavior as a peer-to-peer digital marketing communication. Ethnographic was used as a research method with a long-term community observation, in-depth interviews, and online digital document analysis. Our paper focuses on studying the sharing youth-culture through Instagram, the practices of Instagram as a digital marketing communication channel of music product, and the personal musician branding. The results showed that the musicians as producers interact with their fans or consumers through social media Instagram. Collaboration through social media fosters sharing values and beliefs, exchanging daily experiences about music and cultural arts, young people build togetherness, from just interacting with doing business transactions on Instagram and Spotify. Musicians recognize the importance of digital channels as a marketing communication channel for music products so that Instagram has become a medium to build a reputation in the music field. Instagram provides opportunities for new talents from fans and further develops a network of indie musicians supported by Spotify. Instagram has become a home-branding for anyone who wants to be a musician and could gain a network of fans if it offers uniqueness and differentiation compared to competitors.
Critical Discourse Analysis of Mad for Makeup's Femvertising on Instagram Campaigns Carvia Sances; Dhyan D. F. Payung; Virienia Puspita; Z. Hidayat
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6104

Abstract

Since the last few years, the emergence of local Indonesian beauty brands has increased marketing strategies oriented toward women as the target market. The brands are advocating messages for women's empowerment in online campaigns known as femvertising was well received by the audience. This study aims to analyze Mad for Makeup, a local Indonesian beauty brand Instagram campaign using the Norman Fairclough approach. This research found advocacy aspects for the existence of women as part of the Indonesian cultural phenomenon. However, the profit-oriented nature of business always comes to the fore. Also, the analysis found contradictions that occur in the two values. Even Mad for Makeup is inconsistent with the continuity of the message of women's empowerment. The implications of the results of this study are also discussed, and recommendations for future research.
The Influence of Content Richness, Perceived Ease of Use, and Perceived Usefulness on the Use of Iflix Application in Indonesia Anggriani Harini; V. Dicko Marcello; M. Rafi Juniko Putra; Andre A. Prabowo; La Mani; Z. Hidayat
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 4 (2022): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i4.7393

Abstract

An alternative channel for watching cinema film entertainment is the online channel which is growing rapidly. Cinema media consumer behavior has shifted along with the generation of its users. This study aims to examine the effect of Content Richness, Perceived Ease of Use, and Perceived Usefulness on the use of the Iflix application in Indonesia. A quantitative approach with a survey methodology was carried out to 422 respondents following the official Iflix Indonesia social media. Data processing was carried out using SEM-PLS to test various relationships between variables. The most significant number of Iflix application users are in the age group <= 17 years and <= 25 years, with 55.9% of respondents in the female gender group. The level of education of respondents ranged from high school graduates 60.2%, and 50.7% bachelor degree. Meanwhile, some of the respondents were students 50.5% and the rest were employees. It was found that the effect of Perceived Ease of Use has a significant and positive influence on users of the Iflix application with a score of 7.211. It can be concluded that Content Richness, Perceived Ease of Use, and Perceived Usefulness have a positive and significant effect on users of the Iflix application.
Co-Authors Andre A. Prabowo Anggriani Harini Bunga Devina Nugroho Carvia Sances Dhyan D. F. Payung La Mani M. Rafi Juniko Putra Sukmo Banyu Jogo V. Dicko Marcello Virienia Puspita Yosefani Oktavia