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All Journal Kanal : Jurnal Ilmu Komunikasi Jurnal The Messenger Jurnal PIKOM (Penelitian Komunikasi dan Pembangunan) ETTISAL Journal of Communication Persepsi : Communication Journal Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat MEDIALOG: Jurnal Ilmu Komunikasi Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis Jurnal Audience Communication Communications Jurnal Pengabdian Masyarakat Teknik Widya Komunika: Jurnal Komunikasi Pendidikan Jurnal Mutakallimin : Jurnal Ilmu Komunikasi MURHUM : JURNAL PENDIDIKAN ANAK USIA DINI PROPAGANDA PARAHITA : Jurnal Pengabdian kepada Masyarakat Journal of Educational and Cultural Studies Jurnal InterAct Saber: Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi
Oktaviana Purnamasari
Universitas Muhammadiyah Jakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Education Engineering Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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Pengaruh Konten Instagram Consina Terhadap Minat Beli Konsumen (Survei Pada Followers Instagram @connsinaofficial) Rafli, Muhamad; Purnamasari, Oktaviana
Educationist: Journal of Educational and Cultural Studies Vol. 2 No. 2 (2023): Journal of Educational and Cultural Studies
Publisher : PT Literasi Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Saat ini semakin banyak kegiatan outdoor dan seiring berjalannya waktu semakin banyak produk yang menjual peralatan outdoor di antara brand yang menjual peralatan outdoor adalah Consina. Tujuan dari penelitian ini adalah untuk mengukur konten Instagram, Minat Beli Konsumen produk Consina pada Followers instagram @consinaofficial, dan untuk menguji pengaruh konten Instagram terhadap Minat Beli Konsumen pada Followers instagram @consinaofficial. Teori yang digunakan yaitu konten Instagram meliputi follow, like, komentar, Instagram Stories, dan profil serta Minat Beli meliputi mengenali kebutuhan, pencarian informasi, evaluasi alternatif. Pendekatan dalam penelitian ini adalah kuantitatif dengan metode survey. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner yang diberikan kepada 84 responden pada Followers instagram @consinaofficial. Pengambilan sampel menggunakan simple random sampling. hasil dari penelitian ini yang pertama konten instagram cukup tinggi dengan nilai rata- rata 3,36 yang kedua ada minat beli cukup tinggi dengan nilai rata-rata 3,38 dan yang ketiga pengaruh konten Instagram @consinaofficial terhadap minat beli memiliki pengaruh sebesar 27%, sementara sisanya yaitu 73% dipengaruhi oleh faktor lain.
PENERAPAN SOCIAL MEDIA MARKETING DALAM MEMBANGUN ONLINE REPUTATION LEMBAGA PPPA DAARUL QUR’AN jamiati KN; Said Hamzali; Syifa Astasia Utari; Oktaviana Purnamasari
Jurnal Mutakallimin : Jurnal Ilmu Komunikasi Vol 6, No 2 (2023)
Publisher : Universitas Islam Kalimantan Muhammad Arsyad Al Banjari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/jm.v6i2.12821

Abstract

Pesatnya perkembangan teknologi berimbas pada peralihan tren pemasaran di dunia, dari pemasaran konvensional (offline) beralih ke digital marketing (online). Online marketing merupakan strategi pemasaran yang lebih prospektif karena calon pelanggan potensial mulai mengenal produk/jasa bahkan menentukan reputasi dari sebuah perusahaan/organisasi. Keadaan ini tentu saja memerlukan kegiatan komunikasi yang baik, dan terarah untuk meningkatkan repurasi baik internal maupun eksternal. Metode dalam peneliitan ini adalah kualitatif, dengan tipe deskripsi, peneliti bertindak selaku fasilitator, Pengumpulan data dengan wawancara tatap muka antara peneliti dengan responden. Teknik Analisa data dalam penelitian ini yaitu menguji kebenaran dan kejujuran subjek penelitian dalam mengungkapkan realitas. Dengan cara menguji credibility Selanjutnya peneliti melakukan triangulasi, hasil dari wawancara kemudian dianalisis dan diinterpretasikan menggunakan kategori-kategori analisis yang telah ditentukan. Penerapan Social Media Marketing adalah strategi yang kuat untuk membangun dan mengelola reputasi online yang positif, dalam menerapkan menggunakan unsur social community, social publishing, social entertaiment dan social commerce. Konsep reputation online dimulai dari Jejak digital, perubahan konteks, dan citra profesi dapat membantu membangun serta menjaga reputasi yang kuat. komunikasi online responsif terhadap perubahan lingkungan digital dan tren industri. Social Media Marketing dapat membangun, memelihara, dan meningkatkan reputasi online, Membangun reputasi online yang kuat melibatkan pemahaman yang mendalam tentang jejak digital, perubahan konteks, dan citra profesi. faktor ini saling terkait karna berdampak pada bagaimana individu atau organisasi dilihat dalam lingkungan digital. Aktivitas di media sosial, seperti posting, komentar, memengaruhi pandangan orang terhadap reputasi sebuah lembaga atau perusahaan.
Penerapan Model of Persuasion dalam Digital Marketing Coffee Shop Tempat Ngupi Istiqfarha Sojapani; Oktaviana Purnamasari
Communications Vol. 8 No. 1 (2026): COMMUNICATIONS
Publisher : Prodi S1 Ilmu Komunikasi, Fakultas Ilmu Sosial dan Hukum, Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/communications.8.1.4

Abstract

Industri coffee shop di Indonesia berkembang pesat, dengan Indonesia menjadi pemimpin pasar kopi modern di Asia Tenggara pada 2023. Di tengah persaingan pasar yang ketat, Tempat Ngupi memanfaatkan digital marketing dengan penerapan teknik persuasi untuk menarik konsumen. Penelitian ini bertujuan mengkaji penerapan model of persuasion dalam digital marketing yang diterapkan pada coffee shop Tempat Ngupi. Teori yang digunakan dalam penelitian ini adalah Model of Persuasion yang menjelaskan proses pembentukan sikap konsumen, yang terdiri dari message argument dan peripheral cues. Pendekatan dari penelitian ini adalah deskriptif kualitatif. Teknik analisis data yang digunakan ialah in-depth interview, dengan mewawanca owner dan digital marketer dari Tempat Ngupi, serta konsumen tetap dan konsumen baru. Hasil penelitian ini membuktikan bahwa Tempat Ngupi mengintegrasikan jalur central dan peripheral dalam Model of Persuasion untuk menciptakan pengalaman pelanggan yang holistik. Dengan memadukan tema unik, pengalaman emosional, dan komunikasi personal, Tempat Ngupi berhasil mendorong loyalitas pelanggan sekaligus menawarkan pendekatan baru bagi bisnis coffee shop lain.
Pengaruh Content Marketing Erspo di Instagram terhadap Keputusan Pembelian Apparel Timnas Indonesia Deni Arya Saputra; Oktaviana Purnamasari
Jurnal Audience: Jurnal Ilmu Komunikasi Vol. 9 No. 2 (2026): AGUSTUS 2026
Publisher : Universitas Dian Nuswantoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/ja.v9i2.15703

Abstract

Media sosial telah mengubah strategi komunikasi pemasaran dengan menempatkan konten sebagai unsur utama dalam membentuk persepsi dan perilaku konsumen. Penelitian ini bertujuan menganalisis pengaruh content marketing Erspo di Instagram terhadap keputusan pembelian apparel Tim Nasional Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatif. Data dikumpulkan melalui survei daring terhadap 125 responden yang mengikuti akun Instagram @erspo.official dan memenuhi kriteria purposive sampling. Variabel content marketing diukur berdasarkan dimensi credible, shareable, useful or fun, interesting, relevant, different, dan on brand, sedangkan keputusan pembelian diukur melalui tahapan problem recognition, information search, evaluation of alternatives, dan purchase decision. Data dianalisis menggunakan statistik deskriptif, uji validitas, uji reliabilitas, regresi linier sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa content marketing Erspo di Instagram berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan nilai t hitung 23,59 dan R² sebesar 0,820. Temuan ini menunjukkan bahwa konten yang relevan, konsisten dengan identitas merek, informatif, dan menarik memiliki peran kuat dalam mendorong keputusan pembelian konsumen apparel berbasis identitas nasional. Penelitian ini memperkuat kajian komunikasi pemasaran digital dan memberikan implikasi praktis bagi pengembangan strategi konten merek lokal nasional.
Knowledge, attitudes, and practices towards personal data protection in social media among Indonesian college students Rulli Nasrullah; Oktaviana Purnamasari; Tria Patrianti; Makroen Sanjaya; Study Rizal Lolombulan Kontu; Jumroni
Jurnal The Messenger Vol. 17 No. 3 (2025): September-December
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/themessenger.v17i3.11648

Abstract

The issue of personal data protection on the internet has become a significant cause of concern for the Indonesian Government. Millions of people's data on private information has been leaked and traded on marketplace sites. Anticipating the same incident in the future, the Indonesian Government issued Regulation No. 27 of 2022 on Personal Data Protection. However, not all citizens are aware of the regulation. Taking data from 325 students at universities spread across Indonesia using quantitative analysis of knowledge-attitude-practice, this study shows how there is still a lack of understanding among citizens about personal data protection. It shows that citizens are still not worried about publishing their data on social media. Many respondents would still publish personal data on social media accounts and itt can be assumed that many still do not know the importance of protecting personal data and the possibility of misuse of information shared, and also do not understand the importance of protecting personal data uploaded on social media and the possibility of misuse of information.
Pengaruh Sales Promotion Golden Lamian di Instagram terhadap Keputusan Pembelian: Survei pada Followers Instagram @goldenlamian Muhammad Fadli Alfaris; Oktaviana Purnamasari
SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi Vol. 1 No. 4 (2023): Oktober : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/saber.v1i4.598

Abstract

New local brands are starting to enter the culinary industry so competition is increasing. Several culinary businesses in Indonesia are now thriving thanks to online media, such as Instagram and Golden Lamian. The purpose of this research is to measure @goldenlamian's sales promotion activities on Instagram, determine purchasing decisions, and the influence of sales promotions on Instagram on product purchasing decisions. The theory used is promotions in the form of coupons and special prices or discounts. Apart from purchasing decisions, there are also aspects related to problem recognition, information search, alternative evaluation, and purchasing decisions. This research method is quantitative using a survey method. 61 people were sent a questionnaire via the Instagram account @goldenlamian as part of the data collection strategy. Simple random sampling was used to take samples. The results of this research show that respondents responded (agree) to the Instagram sales promotion @goldenlamian. Meanwhile, the decision to purchase Golden Lamian received a good response (agree) with all variables (Y) in the research questionnaire. The Golden Lamian promotion influenced purchasing decisions by 32%, the remaining 67% was influenced by data from factors other than this research.
Pengaruh Konten Instagram Aqua Terhadap Brand Image : Survei Pada Followers Instagram @sehataqua Fadillah Aulia Latief Sultoni; Oktaviana Purnamasari
SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi Vol. 2 No. 2 (2024): April : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/saber.v2i2.999

Abstract

Nowadays, marketing is a systematic point that is very important for the success of a business in a company and also a company because of the increasingly fierce competition. The local brand of quality mineral water and also has a brandimage that is already embedded in the minds of consumers is Aqua. Brand image plays an important role in shaping brand image in the eyes of consumers and can influence the extent to which customers trust, recognize, and choose brands among their competitors. Instagram plays an important role in shaping brand image for businesses and brands. By using this platform to share creative, inspiring, and relevant content, companies can form an image on the brand that is positive and attractive to a wide audience or audience. The existence of this research has the aim of knowing how strong the influence of Aqua's Instagram content on brand image. The theory used in this research is Instagram content which consists of follow, like, comment, caption. Then next is the Brand Image theory which consists of the strength of brand association, the superiority of brand association, and the uniqueness of brand association on variables. The approach in this study is a quantitative approach with a survey method conducted on 79 respondents of @sehataqua Instagram followers, with sampling techniques using simple random sampling method. The results in the study indicate a fairly high influence, which is spelled out by the amount of 61% of Aqua's Instagram content on Brand image. While the remaining 39% is influenced by variables not examined in this study.
Kolaborasi Brand Sepatu Lokal Dengan Karakter Anime: Pengaruhnya Terhadap Keputusan Pembelian : Survei pada Followers Akun Instagram @Johnson_Indonesia Fadly Irfansyah; Oktaviana Purnamasari
SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi Vol. 3 No. 2 (2025): April : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/saber.v3i2.2591

Abstract

The Indonesian shoe industry has grown rapidly in recent decades, driven by a stable economy and increasing income. Johnson Shoes, a local brand from Bandung, Johnson Shoes collaborates with anime characters such as One Piece, My Hero Academia, Naruto and Demon Slayer, to expand the market and increase sales. In addition, Johnson shoes have interesting content in marketing their products. Related to this, the purpose of this study is to determine the content of Johnson shoes Instagram on followers, purchasing decisions on followers, and measure the influence of Instagram content on Johnson shoes purchasing decisions on followers. The theory used in this study is Instagram which includes the dimensions of Follow, Like, Comment, Feed, Caption, Instagram Stories, Profile, and for the Purchasing Decision theory includes the dimensions of Problem Recognition, Information Search, Alternative Evaluation, Purchasing Decision, Post-Purchase Prilsku. This research is a quantitative study. The research method used is a survey. The population in this study were followers of the @johnson_indonesia Instagram account with certain criteria and a population of 116 followers and a sample of 90 respondents were obtained. The data analysis technique used in this study was simple linear regression. The results of the study showed that the Instagram content of Johnson's shoe collaboration and anime characters had a strong relationship of 0.818 to purchasing decisions. The Instagram content of Johnson's shoe collaboration and anime characters had an influence on purchasing decisions of 0.670 or 67%, while the remaining 33% was influenced by other factors.
Co-Authors Agus Hermanto Agus Hermanto Amin Shabana Aminah Swarnawati Aqil Aulia Wafda Amin Ary Koeswiranto Daniel Handoko Deni Arya Saputra Denny Prawibowo Diah Andika Sari Dodik Briawan Fadillah Aulia Latief Sultoni Fadly Irfansyah Gilang Ramadhan Hamudya, Topan Perkasa Hasanah Hasanah Inasa Ori Sativa Indriyani Idris Istiqfarha Sojapani Istisari Bulan Lageni Izzatusholekha Jumroni KN, Jamiati Kudang Boro Seminar Lestari, Ayu Ria Lusi Andriyani Luthfia Zulhaini Makroen Sanjaya Meisanti, Meisanti Muhammad Fadli Alfaris Muthia Syafira Mawardha Nani Nurani Muksin Pudji Muljono Puspa Nirwana Rafli, Muhamad Rahmawati Madanih Rulli Nasrullah Sa'diyah El Adawiyah Said Hamzali Study Rizal Lolombulan Kontu Syifa Astasia Utari Tria Patrianti Velda Ardia