Article Per Year (5 Year)
p-Index From 2021 - 2026
1.116
P-Index
This Author published in this journals
All Journal Journal of Content and Engagement
Astri Yogatama
Communication Sciences Department, Petra Christian University
Social Sciences

Published : 6 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 6 Documents
Search

 1 
Effectiveness of #FeelThePower Campaign Message on the Followers of Azarine Cosmetic’s Instagram Account Auryn Nathania Soputra; Astri Yogatama; Ido Prijana Hadi
Journal of Content and Engagement Vol 1 Issue 1 (2023): April 2023
Publisher : Communication Science Department - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.1.1.18-32

Abstract

Effectiveness can be interpreted as the result or influence that arises from a communication process, namely attitudes, behavior, and responses from a communicant whether desired or not desired. The purpose of this research is to find out the effectiveness of the #FeelThePower campaign message for Azarine cosmetic Instagram followers which aims to make customers feel the power that comes from Azarine's ingredients and inner strength to stay confident and always give the best for yourself. This campaign is carried out by launching new products and collaborating with Disney Marvel. Measurement of effectiveness is carried out using the AIDA measurement method (Attention, Interest, Desire, Action). Data was collected by distributing questionnaires to 100 respondents using a purposive sampling technique. Based on research results, the message of the #FeelThePower campaign is categorized as effective. Of the four indicators, the attention stage has the highest mean value, which means that the respondent's attention to the campaign message is the highest compared to other indicators.
The Effectiveness of the Itik Land Pop Up Store Advertising Message to Instagram Followers @myyellowduckling Ajeng Lintang Saraswati; Ido Prijana Hadi; Astri Yogatama
Journal of Content and Engagement Vol 2 Issue 1 (2024): April 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.1.1-14

Abstract

My Yellow Duckling is a local brand that sells duck-themed merchandise. This brand started its business in 2019 and comes from the city of Surabaya. Starting with a drawing hobby from the owner of My Yellow Duckling, it led her to start transforming her draw into a product with selling value. She sells duck-themed merchandise, such as dolls, sticker, keychain, enamel pin, pouch, headband, and so on. My Yellow Duckling sells their product online via Shopee marketplace and offline by open a pop-up store in collaboration with the event market in Surabaya. In January 2024, My Yellow Duckling for the first time opened a pop-up store independently in Malang under the name Itik Land. To advertise their event, they use Instagram for share the message to consumer. This study uses SOR theory to determine the effectiveness of advertising messages to the audience. Advertising messages delivered will be measured effectively using AISAS models with 5 indicator, Attention, Interest, Search, Action, and Share. This type of research is descriptive with a quantitative approach. The study took data using an online questionnaire against 100 respondents using non-probability sampling techniques. The results of this study showed that messages of pop-up ads on Instagram followers @myyellowduckling proved effective with the highest average score at the attention level.
Persuasive Key Message Factors in Marjan Syrup Advertisements from 2021 - 2024 Kezia Maureen; Jandy Luik; Astri Yogatama
Journal of Content and Engagement Vol 2 Issue 2 (2024): August 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.2.182-200

Abstract

Marketing Public Relations (MPR) emphasises not on selling (as in advertising activities) but on providing information, education, and efforts to increase understanding through the addition of knowledge about a product brand. This approach has a stronger impact, and the message conveyed is more memorable to consumers. With a more intensive and comprehensive level of communication compared to advertising, MPR represents a higher concept than regular advertising. MPR emphasises the management aspect of marketing by highlighting consumer welfare. The Marjan Syrup advertisement is one of the most unique and interesting advertisements, which certainly does not escape the attention of the Indonesian public. Since 2019, Marjan has begun to step out of its "ordinary advertisement" comfort zone by using various editing techniques while still incorporating elements of Indonesian folklore. This study provides an overview of the persuasive key message factors contained in the Marjan Syrup advertisements from 2021 to 2024. Using quantitative content analysis, this study is able to examine the message structure, message content, framing, language, and emotional appeals present in each scene of the Marjan Syrup advertisements.The results of the study indicate that the advertisements from 2021 to 2024 contain persuasive key message factors. The most prominent indicators are Message Structure and Language. Additionally, the researchers found that the persuasive key message factors in these four years are suitable for further attracting viewers to the advertisements by conveying messages that contain persuasive elements
The Effectiveness of Using Gel Angelicca as Celebrity Endorser of ESQA Cosmetics to Indonesian Women on Instagram Trisno Lidya Natania; Felicia Goenawan; Astri Yogatama
Journal of Content and Engagement Vol 2 Issue 3 (2024): December 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.3.266-283

Abstract

ESQA Cosmetics is a cosmetic brand from Indonesia. ESQA Cosmetics is known as the first vegan cosmetics brand in Indonesia that uses Gel Angelicca as a celebrity endorser in its Marketing Public Relation (MPR) activities. This research was conducted to find out the effectiveness of a celebrity endorser, named Gel Angelicca, in promoting ESQA Cosmetics products to Indonesian women on Instagram. This research uses an online survey method which was distributed to 100 respondents using a Likert scale. The result of this research shows that Gel Angelicca as a celebrity endorser for ESQA Cosmetics has proven to be effective in delivering promotional messages to Indonesian women on Instagram by looking at the values in the TEARS model (Trustworthiness, Expertise, Attractiveness, Respect, Similarity). This research shows that the most effective TEARS model indicator in using Gel Angelicca as a celebrity endorser is the attractiveness indicator.
Effectiveness of Seventeen Brand Ambassadors in Mogu-Mogu Brand on Instagram Followers @mogumoguid Feling Astuti Kusumaningsih; Ido Hadi; Astri Yogatama
Journal of Content and Engagement Vol 3 Issue 2 (2025): August 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.2.147-164

Abstract

The purpose of this study was to determine how effective Seventeen's brand ambassador is in the Mogu-Mogu brand on Instagram followers @mogumoguid. This research is quantitative, using an online survey method and VisCAP theory (Visibility, Credibility, Attraction, Power). The number of respondents obtained and recorded was 100 respondents using a Likert scale. Respondents in this study are Instagram followers @mogumoguid who know or have seen Seventeen's content on Instagram @mogumoguid as a brand ambassador in the Mogu-Mogu brand. The results showed that all indicators were effective with an average result of 4.09, proving that Seventeen is an effective and appropriate brand ambassador for the Mogu-Mogu brand. The visibility indicator has the highest mean value of 4.23, which means that Seventeen's brand ambassadors are very popular on social media and can increase the attractiveness of the Mogu-Mogu brand.
The Effectiveness of Ji Chang Wook as Traveloka's Brand Ambassador Among Millennials in Indonesia Isyela Netanya Putri Lantu; Daniel Budiana; Astri Yogatama
Journal of Content and Engagement Vol 3 Issue 2 (2025): August 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.2.165-188

Abstract

This study aims to measure the effectiveness of Ji Chang Wook as Traveloka's brand ambassador among Millennials in Indonesia. The research uses a descriptive method with a quantitative approach. Data were collected through an online survey using a questionnaire as the data collection tool. The respondents were 100 Millennials who met the following criteria: they were familiar with Traveloka and Ji Chang Wook as the brand ambassador, and had used Traveloka's services. The effectiveness of the brand ambassador was measured using the VisCAP indicators, which include visibility, credibility, attraction, and power. The results showed an effectiveness score of 4.33, with the attraction indicator recording the highest score of 4.44. In this indicator, respondents believed that Ji Chang Wook is a visually appealing brand ambassador with engaging message delivery characteristics. As a result, most female respondents were drawn to Ji Chang Wook's visual appeal, while male respondents were more attracted to his engaging personality. These findings indicate that Ji Chang Wook has successfully built a strong appeal among Millennials as Traveloka's consumers, while also strengthening the positive perception of the brand. This study highlights the importance of selecting a relevant brand ambassador with strong appeal to enhance emotional connections and consumer engagement with the brand.
Co-Authors Ajeng Lintang Saraswati Auryn Nathania Soputra Daniel Budiana Felicia Goenawan Feling Astuti Kusumaningsih Ido Hadi Ido Prijana Hadi Ido Prijana Hadi Isyela Netanya Putri Lantu Jandy Luik Kezia Maureen Trisno Lidya Natania