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All Journal YUME : Journal of Management Populika
Halla Sayyidah Muflichah
Akademi Komunikasi Radya Binatama
Humanities Economics, Econometrics & Finance Health Professions Languange, Linguistic, Communication & Media Social Sciences Other

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Influencer Marketing Melalui Grup Kolektif: Studi Kasus Kolaborasi Brand Lokal Dengan The Prediksi Alvian Alrasid Ajibulloh; Nurfian Yudhistira; Kadek Kiki Astria; Yulinda Erlistyarini; Andreas Tri Pamungkas; Halla Sayyidah Muflichah
YUME : Journal of Management Vol 9, No 1
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yume.v9i1.11268

Abstract

Penelitian ini menganalisis strategi influencer marketing melalui grup kolektif dengan studi kasus kolaborasi brand dan The Prediksi. Menggunakan metode kualitatif studi literatur dan observasi siber, penelitian menemukan bahwa kolaborasi ini terletak pada pergeseran dari hubungan transaksional menuju narasi storytelling yang cair melalui pola komedi dan produk eksklusif. Kekuatan kolektif sebagai opinion leader menciptakan efek amplifikasi multichannel yang menjangkau berbagai ceruk pasar secara simultan. Berdasarkan Model Ohanian, keberhasilan strategi ini didorong oleh sinergi dimensi attractiveness, expertise, dan trustworthiness anggota grup yang mampu mengonversi perhatian audiens menjadi loyalitas merek, sekaligus memberikan solusi kompetitif bagi pertumbuhan industri kreatif lokal di Indonesia. Kata kunci: Influencer Marketing, Storytelling, The Prediksi, Strategi Pemasaran Kolektif. 
"Ngopi Fancy as a Social Representation" A Phenomenological Study of Ngopi Fancy Posts on Instagram Halla Sayyidah Muflichah; Nurfian Yudhistira
POPULIKA Vol. 13 No. 2 (2025): Populika
Publisher : Universitas Widya Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37631/populika.v13i2.1968

Abstract

The phenomenon of ngopi fancy coffee among young urban Indonesians has evolved into a social practice encompassing identity, status, and lifestyle representations. This study aims to uncover the subjective meaning of the ngopi fancy coffee experience as part of the construction of social identity shaped through popular culture and digital media. Using a qualitative approach with an interpretive phenomenological analysis (IPA) study design, data were collected through in-depth interviews with five urban middle-class Generation Z participants who are active on social media. The results show that ngopi fancy coffee is interpreted as a form of self-expression, achieving social validation, and a manifestation of aesthetic values in everyday life. This activity functions as a consumption practice and a means of identity performance in the digital space. Social media, especially Instagram, has become the primary medium reinforcing this identity construction by visualizing a modern, aesthetic, and exclusive urban lifestyle. This study concludes that ngopi fancy coffee reflects the relationship between popular culture, symbolic consumption, and digital identity performativity in contemporary urban society. These findings provide a theoretical contribution to the study of cultural communication and identity and a critical reflection on the capitalization of social space in the digital media era. Keywords: Fancy Coffee; Popular Culture; Phenomenology; Representation.
Co-Authors Andreas Tri Pamungkas Kadek Kiki Astria Nurfian Yudhistira Yulinda Erlistyarini