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All Journal Jurnal Manajemen Bisnis Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Jurnal Mantik LEGAL BRIEF Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Community Empowerment Populika Jurnal Abdi Masyarakat Indonesia Jurnal Ilmu Komunikasi Law and Justice Jurnal Indonesia : Manajemen Informatika dan Komunikasi Komuniti: Jurnal Komunikasi dan Teknologi Informasi Jurnal Cendekia Ilmiah Jurnal ISO: Jurnal Ilmu Sosial, Politik dan Humaniora
Budi Santoso
Universitas Muhammadiyah Surakarta
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Pengaruh Konten Media Sosial Instagram pada Akun @selatan.florist terhadap Minat Beli Followers: Pendekatan Elaboration Likelihood Model Retno Wulandari; Budi Santoso
Jurnal Indonesia : Manajemen Informatika dan Komunikasi Vol. 7 No. 2 (2026): Mei
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM) STMIK Indonesia Banda Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63447/jimik.v7i2.1857

Abstract

The rapid advancement of technology has pushed business actors to rely on social media as their primary promotional channel. On the @selatan.florist account, several obstacles were identified in content production — particularly in feeds, stories, and reels — concerning visual appeal, upload consistency, and the depth of informative value delivered to the audience. This study examines the extent to which social media content produced by @selatan.florist affects followers' purchase intention. The Elaboration Likelihood Model (ELM) serves as the theoretical lens, explaining how individuals process persuasive messages and form attitudes in response. A quantitative methodology was applied, with a structured questionnaire distributed to 152 respondents who follow the @selatan.florist account. Simple linear regression analysis reveals a statistically significant influence of social media content on purchase intention. The R² value of 66.3% indicates that visual aesthetics and informational depth in the account's content are decisive factors in converting audience attention into purchasing behavior.
Analisis fenomena tanggung jawab dalam keluarga pada film 1 kakak 7 ponakan menggunakan teori semiotika John Fiske Devani Citra Haruna; Budi Santoso
Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Vol 12 No 1 (2026): April 2026 Jurnal Komunikasi Universitas Garut : Hasil Pemikiran dan Penelitian
Publisher : Universitas Garut

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Abstract

Abstract The complexity of family responsibilities in the modern era has increased due to social, economic, and cultural changes. Individuals are expected not only to meet economic needs but also to provide emotional support to family members, resulting in increasingly complex role burdens. This phenomenon is also represented in the media, particularly in films, through symbols and narratives that reflect the social reality of society. The film *1 Kakak 7 Ponakan* serves as an example illustrating these dynamics through a character who bears dual responsibilities within the family. This study aims to analyze the phenomenon of family responsibilities in the film *1 Kakak 7 Ponakan* using John Fiske’s Semiotic Theory. The research method is qualitative, specifically  descriptive-analytical. The study focuses on the film 1 Kakak 7 Ponakan, employing purposive sampling to select relevant scenes. Data collection was conducted through documentation by repeatedly watching the film, followed by analysis using John Fiske’s semiotics across three levels: reality, representation, and ideology. The results of this study indicate that Fiske’s three levels of semiotics (reality, representation, ideology) can be systematically operationalized to uncover the meaning of family responsibility that is not explicitly stated. This study demonstrates that the ideological level not only functions as a reflection of dominant values but can also contain implicit criticism of unequal social structures and gender relations. This enriches the theoretical discourse by showing that Fiske’s semiotics is not value-neutral but can be used as a tool for cultural criticism. Keywords: Film; representation; John Fiske’s Semiotics; family responsibility. Abstrak Kompleksitas tanggung jawab keluarga di era modern semakin meningkat akibat perubahan sosial, ekonomi, dan budaya. Individu dituntut tidak hanya memenuhi kebutuhan ekonomi, tetapi jugamemberikan dukungan emosional bagi anggota keluarga, sehingga memunculkan beban peran yang semakin kompleks. Fenomena ini turut direpresentasikan dalam media, khususnya film, melalui simbol dan narasi yang mencerminkan realitas sosial masyarakat. Film 1 Kakak 7 Ponakan menjadi salah satu contoh yang menggambarkan dinamika tersebut melalui tokoh yang memikul tanggung jawab ganda dalam keluarga. Penelitian ini bertujuan untuk menganalisis fenomena tanggung jawab keluarga dalam Film 1 Kakak 7 Ponakan menggunakan Teori Semiotika John Fiske. Metode penelitian ini ialah kualitatif dengan jenis deskriptif analitis. Penelitian berfokus pada Film 1 Kakak  7 Ponakan dengan teknik purposive sampling dalam memilih adegan yang relevan. Pengumpulan data dilakukan melalui dokumentasi dengan menonton film secara berulang, kemudian dianalisis menggunakan semiotika John Fiske melalui tiga level, yaitu realitas, representasi, dan ideologi. Hasil penelitian ini ialah bahwa ketiga level semiotika Fiske (realitas, representasi, ideologi) dapat dioperasionalisasikan secara sistematis untuk mengungkap makna tanggung jawab keluarga yang tidak tampak secara eksplisit. Penelitian ini membuktikan bahwa level ideologi tidak hanya berfungsi sebagai cerminan nilai dominan, tetapi juga dapat memuat kritik implisit terhadap struktur sosial dan relasi gender yang timpang. Hal ini memperkaya diskursus teoretis bahwa semiotika Fiske tidak bersifat netral secara nilai, melainkan dapat digunakan sebagai alat kritik budaya. Kata-kata kunci: Film; representasi; semiotika John Fiske; tanggung jawab keluarga.
Analisis Brand Image Universitas Andalas terhadap Pemilihan Kampus Tujuan PMM Inbound Angkatan 4 Nurcinta Leoni; Budi Santoso
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.v4i3.5307

Abstract

This study explores the brand image of Universitas Andalas through the lens of inbound students participating in the Pertukaran Mahasiswa Merdeka Batch 4 program. Using a qualitative method with a constructivist paradigm and descriptive approach, data were gathered from in-depth interviews with ten students from various Indonesian provinces. Findings reveal that Universitas Andalas developed a positive brand image across five dimensions of Aaker’s theory: brand awareness, brand association, perceived quality, brand loyalty, and supporting factors. The brand image was shaped not only by pre-arrival information but also by academic, cultural, and social experiences during the program. Students described the campus as emotionally engaging and worth recommending. Some participants, however, noted areas for improvement, including internal communication and information systems. This study concludes that brand image in higher education is influenced more by personal experiences than by reputation alone, offering valuable insights for educational branding and student exchange program development.
Marketing Communication Strategy @Jessiebeauty.id Via Tiktok Radhissa Rifka Arcelia; Budi Santoso
POPULIKA Vol. 14 No. 1 (2026): Populika
Publisher : Universitas Widya Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37631/populika.v14i1.2211

Abstract

This study aims to examine the marketing communication strategies employed by the local cosmetic brand @jessiebeauty.id through the TikTok platform. In the digital era, social media has developed into an effective marketing tool, including in building brand image and influencing consumer purchasing interests. This study uses a descriptive qualitative approach with the theory of Integrated Marketing Communication (IMC), specifically the promotion mix approach, which includes advertising, sales promotion, public relations, personal selling, and direct marketing. Data were collected through in-depth interviews with TikTok users who are followers of the @jessiebeauty.id account. This research focuses on the communication efforts made by the brand to introduce products, build interaction with the audience, and shape consumer perceptions through content uploaded on TikTok. Keywords: Marketing Communication Strategy; TikTok; Promotion Mix; Brand Image; Purchase Interest
Co-Authors Anisa Fitriyani Candra Ananda Pratama Dedi Gunawan Devani Citra Haruna Dewi Kusuma Diarti Engine Kubota Fatah Yasin Al Irsyadi Hariyanto Hariyanto Hilda Arrifani Huda Kurnia Maulana Huzaefah Pedrag Al Ghifary Nuh Utomo Joko Suryono Kurniawan, Yogiek Indra Kussudyarsana M. Junaidi Moh. Indra Bangsawan Monika Umi Kartika Muhammad Halim Maimun Munajat Tri Nugroho Nieldya Nofandrilla Nurcinta Leoni Pri Hasdandi Rafli Saputra Radhissa Rifka Arcelia Ratri Kusumaningtyas Retno Wulandari Rina Sari Kusuma Sandya Mahendra Vinisa Nurul Aisyah Yanti Haryanti Yudha Wirawanda