Articles
Pengaruh visualisasi influencer dan kesesuaian kepribadian terhadap niat pembelian
Rahmaningrum, Anggun;
Koswara, Iwan;
Fuady, Ikhsan
Comdent: Communication Student Journal Vol 2, No 2 (2024): November 2024 - April 2025
Publisher : Universitas Padjadjaran
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DOI: 10.24198/comdent.v2i2.60198
Latar Belakang: Influencer marketing telah menjadi salah satu strategi pemasaran yang sangat efektif, terutama di era media sosial yang berkembang pesat. Visualisasi sifat ekstroversi pada influencer diyakini dapat meningkatkan persepsi kredibilitas mereka di mata audiens, yang pada gilirannya dapat memengaruhi niat pembelian. Namun, masih terdapat kekurangan penelitian yang membahas hubungan antara visualisasi sifat ekstrovert influencer dan kredibilitas yang dipersepsikan audiens, serta peran keselarasan kepribadian antara influencer dan audiens. Tujuan: Penelitian ini bertujuan untuk mengeksplorasi bagaimana visualisasi sifat ekstrovert influencer memengaruhi kredibilitas yang dipersepsikan audiens dan bagaimana kredibilitas ini berpengaruh pada niat pembelian. Selain itu, penelitian ini juga meneliti peran kesesuaian kepribadian antara influencer dan audiens sebagai faktor moderasi dalam hubungan ini. Metode: Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei. Data dikumpulkan melalui kuesioner daring yang melibatkan 120 responden aktif pengguna media sosial di Indonesia. Analisis data dilakukan menggunakan metode PLS-SEM dengan perangkat lunak SmartPLS untuk mengevaluasi hubungan antar variabel. Hasil: Hasil analisis menunjukkan bahwa visualisasi ekstroversi influencer secara signifikan meningkatkan kredibilitas mereka di mata audiens, yang kemudian berpengaruh pada niat pembelian audiens. Kesesuaian kepribadian antara influencer dan audiens memperkuat pengaruh ini, di mana audiens lebih percaya dan cenderung mengikuti rekomendasi produk dari influencer yang memiliki karakteristik kepribadian serupa. Penemuan ini menyoroti pentingnya memahami dimensi kepribadian dalam merancang strategi pemasaran digital yang lebih efektif dan relevan.
The Influence of Interaction and Entertainment Gratification through Ronal Surapradja's Image Perception on the Intention to Vote for West Java Students in the 2024 Regional Elections
Simanjuntak, Clesia Sari Mastiur;
Wibowo, Kunto Adi;
Fuady, Ikhsan
PERSPEKTIF Vol. 14 No. 2 (2025): PERSPEKTIF April
Publisher : Universitas Medan Area
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DOI: 10.31289/perspektif.v14i2.13648
This article examines the influence of entertainment and interaction through the perception of candidate image on the intention to choose students in West Java in the 2024 Regional Elections, with Ronal Surapradja as the research subject. This research focuses on evaluating social media's effectiveness as an effective campaign strategy in shaping voting intentions, especially in building a candidate's image. This study uses the theory of uses and gratifications with a quantitative approach. Data was collected through a questionnaire, distributed to West Java students, and then analyzed using the PLS-SEM method. The study's results showed that entertainment did not significantly affect the intention to choose Ronal Surapradja, while interaction had a significant negative influence. In addition, the perception of Ronal Surapradja's image was proven to mediate the impact of entertainment on the intention to choose. Still, it did not mediate the effect of interaction on the intention to choose. These findings show the importance of the right communication strategy in building a candidate's image on social media. Thus, it is essential to know the sound management of candidate image and the implementation of effective digital communication strategies to increase connectivity with voters, especially Generation Z, who are active on social media.
Analisis Functional Theory dan Personal Qualities dalam Debat Pilkada Kalimantan Selatan 2024
Shanti, Ni Ketut Rahma Pratiwi;
Fuady, Ikhsan;
Wibowo, Kunto Adi
JPP (Jurnal Politik Profetik) Vol 13 No 2 (2025): December
Publisher : Department of Political Science, Universitas Islam Negeri Alauddin Makassar
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DOI: 10.24252/profetik.v13i2a2
This study aims to analyze political communication strategies in the 2024 South Kalimantan regional election debate using Benoit’s Functional Theory and Personal Qualities approach. The study employs content analysis with a quantitative approach, examining candidates’ verbal statements in the debate accessed via YouTube. The total units of analysis are 800. The findings show significant differences between the two candidates, as evidenced by the chi-square test results (p < 0.001) in the use of functions (acclaim, attack, defense) and personal qualities (leadership ability and values/principles). Candidate 1 is dominant in using defense and highlighting leadership ability, while Candidate 2 is dominant in using acclaim and attack, emphasizing values/principles. This study complements previous research and contributes new insights to the development of political debate theory, particularly Functional Theory and Personal Qualities.
THE INFLUENCE OF TIKTOK SHOP VIDEO ADS ON CONSUMER PURCHASE INTENTION USING THE TAM2 APPROACH IN UNIVERSITY STUDENTS
Fadhia Hayya, Aqiella;
Wibowo, Kunto Adi;
Fuady, Ikhsan
Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Vol. 9 No. 3 (2025): SEPTEMBER
Publisher : LPPM Univ. Ibn Khaldun Bogor
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DOI: 10.32832/abdidos.v9i3.3019
This research aims to examine the influence of perceived playfulness, perceived usefulness, and personalized product recommendations on purchase intention in TikTok Shop among university students. The study involved 217 respondents who completed questionnaires related to demographic characteristics, frequency of TikTok usage, and their purchasing behavior. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the relationships between the variables. The findings indicate that all proposed hypotheses were supported. Perceived playfulness and perceived usefulness significantly influence purchase intention, with personalized product recommendations affecting both perceived playfulness and perceived usefulness. The model also demonstrated that personalized recommendations directly influence purchase intention. These results suggest that TikTok Shop's effectiveness in enhancing user experience and increasing purchase intention is significantly driven by the perceived enjoyment and usefulness of the platform, as well as the role of personalized product recommendations. The study contributes to understanding the factors that drive purchase intention in the context of social media-based e-commerce.
Pengaruh Himbauan Pesan Tentang Lingkungan Hidup terhadap Perubahan Sikap Siswa SD
Fuady, Ikhsan;
Yusnita, Titien;
limilia, Putri
Jurnal Artikula Vol 2 No 2 (2019)
Publisher : Universitas Mathla'ul Anwar Banten
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DOI: 10.30653/006.201922.26
Excessive production of waste that can destabilize ecosystems and environmental degradation. The impact on the ecosystem is a threat to public health so that the necessary environmental education outreach to the community. One strategy that can be done to maintain the quality of the environment is to provide environmental education from an early age to children who are still in elementary school. The role of the school community in school activities towards healthy environment in order to avoid negative environmental impacts. In addition, children can be an important influence on the behavior of parents and the people around them where environmental awareness and proper understanding must be rooted in the educational system at all levels of school education. The purpose of this research is to improve elementary students caring attitude towards the environment, especially the attitude of care for the litter.This research apply in Quasy Experimental method with Pretest Posttest Control Group Design. The results of this experimental study shows that the extension using call rational appeal (HR) of concern for the environment tends to be low (65%) while using the extension calls emotional appeal (HE) on the environment tends to be high (58%) to change the attitude of elementary school students. The conclusion of this study is the extension of environmental education at elementary students have a significant impact attitude change when using the emotional appeal.
EFEKTIVITAS PROGRAM PELATIHAN LITERASI MEDIA DAN KESEHATAN PADA MASA PANDEMIC COVID-19 BAGI KADER RW 04 CIBEUSI DI KABUPATEN SUMEDANG
Prasanti, Ditha;
Indriani, Sri Seti;
Fuady, Ikhsan
Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat Vol 2 No 2 (2021): Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM Universitas Pamulang
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DOI: 10.32493/al-jpkm.v2i2.10520
Pengabdian Kepada Masyarakat (PKM) merupakan salah satu dari tiga pilar tridharma dalam perguruan tinggi yang wajib dilakukan. Terlepas dari masa pandemi yang telah membuat beberapa kebijakan-kebijakan baru. Tim dosen tetap melakukan pengabdian melalui aplikasi Zoom. Pengabdian ditujukan kepada anggota ibu-ibu kader RW 04 desa Cibeusi. Kegiatan PKM yang dilakukan adalah Pelatihan Literasi Media dan Kesehatan. Kegiatan PKM ini bertujuan untuk memberikan pengetahuan dan wawasan yang holistik mengenai pelatihan literasi media dan juga memberikan kemampuan dasar mengenai kompetensi pencarian informasi kesehatan melalui media digital bagi anggota ibu kader RW 04 desa Cibeusi. Metode pelaksanaan PKM yang dilakukan lewat Zoom ini dimulai dengan metode ice breaking, ceramah kemudian diskusi kelompok. Pertemuan diakhiri dengan evaluasi berbentuk feedback dari anggota ibu-ibu kader RW 04 Desa Cibeusi. Kesimpulan dari pelatihan ini adalah: (1) Sebagai tolak ukur bagi anggota ibu-ibu kader RW 04 Desa Cibeusi dalam memahami literasi media dan kesehatan (2) Meningkatkan kesadaran mereka akan pentingnya memiliki kompetensi litersi media dan kesehatan yang baik dan benar; (3) Meningkatkan kemampuan dasar ibu-ibu kader RW 04 Desa Cibeusi dalam literasi media dan kesehatan.
Assessing The Level Of Nomophobia Among Students
Fuady, Ikhsan;
Prasanti, Ditha;
Yusnita, Titien
MOTIVA: JURNAL PSIKOLOGI Vol 7, No 2 (2024)
Publisher : LPPM Universitas 17 Agustus 1945 Samarinda
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DOI: 10.31293/mv.v7i2.7980
Nomophobia (phobia of disconnection from smartphones) has a serious impact on social and mental problems in society, so it is important to measure the high number of nomophobia as an effort to anticipate more serious societal problems. This study aims to determine the level of nomophobia among college students. This research method uses a survey approach conducted on 123 students in West Java. To find out the level of nomophobia among college students, descriptive statistical analysis was applied. The results of the analysis show that most students have a high dependence on smartphones, the level of nomophobia among students, most students are in the moderate and severe categories. The most severe dimension of nomophobia experienced by students is the fear of not being able to communicate and losing connectedness. These findings indicate that the current condition of students is quite apprehensive in terms of their dependence on smartphones. This dependence can have an impact on mental disorders as well as other social problems. Therefore, parents or policy makers need to make regulations or rules that limit smartphone dependency among students (or children in the context of parents)
STRATEGI KOMUNIKASI KANDIDAT PADA DEBAT PILKADA PAPUA BARAT 2024: ANALISIS ISI HUBUNGAN ANTARA FUNGSI WACANA (FUNCTION) DAN UCAPAN KEBIJAKAN (POLICY)
Mulantara, Muhammadafi;
Adi Wibowo, Kunto;
Fuady, Ikhsan;
Rahmawan, Detta
Jurnal Spektrum Komunikasi Vol 13 No 3 (2025): Jurnal Spektrum Komunikasi : September 2025
Publisher : LPPM Stikosa - AWS
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This study investigates the relationship between discourse functions (acclaim, attack, and defense) and policy content (past deeds and future plans) in the West Papua Governor and Vice Governor Election debate in 2024. This study focuses on the only candidate pair (Paslon 1) who participated in the debate, thus providing a different environment to study communication strategies in a non-competitive debate context. Content analysis was conducted through a combination of quantitative and qualitative techniques. 287 speech units were coded based on discourse function categories. The results showed that the acclaim function dominated at 94.24%, with 68.88% of the statements used to convey future plans. Since there was no debate opponent, there was only 0.58% attack function and 5.19% defense function, indicating a low confrontational strategy. A significant relationship between discourse function and policy content was found through the Chi-Square test (χ2 = 35.229; p < 0.001). However, the predictive value for 50% of the cells was less than 5. These results suggest that Paslon 1's communication strategy was affirmative and prospective, emphasizing self-image and future vision rather than defending or attacking. This study not only supports the political communication theory of strategic self-presentation, but also contributes to research on local political rhetoric in Indonesia, especially in the context of elections that lack significant competition. The results also emphasize how important debates are as a way to shape image and legitimacy, even without having a direct opponent.
Pengaruh Motivasi Pengguna Aplikasi Kencan Terhadap Kesehatan Mental Pada Mahasiswa
Anggita Putri Meiliani;
Ikhsan Fuady
HUMANUS : Jurnal Sosiohumaniora Nusantara Vol. 1 No. 1 (2023): HUMANUS (Jurnal Sosiohumaniora Nusantara)
Publisher : Yayasan Pengembangan Dan Pemberdayaan Nusantara
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DOI: 10.62180/yp2gp136
Penelitian ini dilatarbelakangi oleh adanya pengaruh penggunaan aplikasi kencan dengan kesehatan mental mahasiswa karena aplikasi kencan juga merupakan media sosial pada umumnya yang seringkali menyebabkan kekhawatiran. Tujuan penelitian ini untuk mengetahui motif penggunaan aplikasi kencan dan adanya hubungan antara aplikasi kencan dengan kesehatan mental. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan melakukan penyebaran kuesioner. Hasil penelitian menunjukkan adanya hubungan antara motif pengguna aplikasi kencan terhadap kesehatan mental pada mahasiswa.
Pengaruh Etnosentrisme Konsumen Dan Persepsi Produk Terhadap Intensi Pembelian Produk Domestik Pada Mahasiswa Universitas Padjadjaran
Solihin, Raihan Sabili Izzati;
Fuady, Ikhsan
HUMANUS : Jurnal Sosiohumaniora Nusantara Vol. 1 No. 1 (2023): HUMANUS (Jurnal Sosiohumaniora Nusantara)
Publisher : Yayasan Pengembangan Dan Pemberdayaan Nusantara
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DOI: 10.62180/wsdcfk84
Industri pasar produk domestik menjadi hal yang sangat penting untuk diketahui oleh produsen karena banyak faktor yang memengaruhi intensi konsumen dalam memilih dan akhirnya membeli suatu produk domestik. Karakteristik dan persepsi khalayak menjadi faktor penentu yang memengaruhi intensi pembelian oleh konsumen. Penelitian ini ingin mengetahui faktor-faktor apa saja yang memengaruhi hal tersebut. Penelitian ini menggunakan teori etnosentrisme konsumen, persepsi harga, persepsi kualitas, dan persepsi citra merek. Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh etnosentrisme konsumen, persepsi harga, persepsi kualitas, dan persepsi citra merek terhadap intensi pembelian produk domestik pada Mahasiswa Universitas Padjadjaran. Metode penelitian ini menggunakan pendekatan metode survei yaitu penyebaran kuesioner dengan teknik convenience sampling. Populasi dalam penelitian ini adalah mahasiswa Universitas Padjadjaran angkatan 2018, 2019, dan 2020 dengan jumlah sampel sebesar 129 orang. Analisis data yang digunakan dalam penelitian ini adalah uji statistik deskriptif dan linier multiple regression. Hasil penelitian menunjukkan bahwa tidak terdapat pengaruh etnosentrisme konsumen, persepsi harga, persepsi kualitas, dan persepsi citra merek terhadap intensi pembelian produk domestik pada mahasiswa Universitas Padjadjaran.