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All Journal Jejak digital: Jurnal Ilmiah Multidisiplin Jurnal Ilmu Sosial dan Humaniora
Fikri Shofin Mubarok
Universitas Islam Sultan Agung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Kreativitas Dan Durasi Iklan E-commerce Shopee Pada Platform Youtube Terhadap Brand awareness Tarisma Cahyaning Dwi Putri; Parezi Anggra Pramiswari; Fikri Shofin Mubarok
Jurnal Ilmu Sosial dan Humaniora Vol. 2 No. 2 (2026): APRIL-JUNI 2026
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/61w1f511

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kreativitas dan durasi iklan e-commerce Shopee pada platform YouTube terhadap pembentukan brand awareness. Penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian korelasional. Populasi penelitian adalah pengguna YouTube di Kota Semarang yang pernah melihat iklan Shopee, dengan teknik pengambilan sampel menggunakan quota sampling. Jumlah responden yang digunakan sebanyak 30 orang yang memenuhi kriteria penelitian. Data dikumpulkan melalui kuesioner berbasis skala Likert yang disebarkan secara daring menggunakan Google Form. Analisis data dilakukan melalui tabulasi silang (crosstabs), serta didukung oleh uji validitas dan uji reliabilitas untuk memastikan kualitas data. Hasil penelitian menunjukkan bahwa kreativitas iklan memiliki pengaruh yang signifikan terhadap brand awareness Shopee. Iklan yang kreatif, menarik, dan mudah diingat mampu meningkatkan kesadaran merek di kalangan konsumen. Selain itu, durasi iklan juga berpengaruh terhadap kemampuan audiens dalam menangkap pesan yang disampaikan sehingga turut berkontribusi dalam pembentukan brand awareness. Temuan ini mengindikasikan bahwa kombinasi kreativitas iklan yang tinggi dan durasi yang tepat dapat menjadi strategi efektif bagi Shopee dalam meningkatkan kesadaran merek dan memperkuat posisinya di tengah persaingan e-commerce yang semakin ketat.
Analisis Resepsi Khalayak pada Representasi Maskulinitas Anti-Patriarki dalam Karakter Gwan-sik di Drama Korea When Life Gives You Tangerines Prasanda Adinda Shelvira; Intan Vicky Azzarah; Fikri Shofin Mubarok; Mubarok Mubarok
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 4 (2026): JUNI-JULI
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/t62zhg51

Abstract

The character Gwan-sik presents a representation of anti-patriarchal masculinity that differs from the dominance patterns commonly depicted in popular media. This drama received diverse responses from the audience; some accepted Gwan-sik as the ideal male representation, while others considered him too ideal and difficult to find in real life. This study aims to determine the audience reception toward the representation of anti-patriarchal masculinity through Gwan-sik's character in the Korean drama When Life Gives You Tangerines. Using a constructivism paradigm and a qualitative descriptive method, this study collected data through in-depth interviews with five Indonesian viewers. The theoretical frameworks used are Stuart Hall's encoding-decoding and R.W. Connell's masculinity theory. The results show that the audience's reception of Gwan-sik's character is positive and diverse, according to their backgrounds. All informants tend to be in a dominant-hegemonic position in interpreting five aspects of Gwan-sik's anti-patriarchal masculinity, namely: equal relations, emotional support, rejection of dominance, sincere sacrifice, and emotional openness. In conclusion, this drama successfully presents a representation of anti-patriarchal masculinity accepted by the Indonesian audience through the negotiation of their respective socio-cultural contexts. Future research is expected to expand the diversity of informants and deepen the study on how Korean drama consumption contributes to shifting norms of gender equality in Indonesia.
Pengaruh Kualitas Layanan Chatbot GoPay terhadap Kepuasan dan Kepercayaan Pengguna pada Mahasiswa UNISSULA Semarang Muhammad Didan Naufal; Arina Iftiani; Fikri Shofin Mubarok; Dian Marhaeni Kurdaningsih
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 4 (2026): JUNI-JULI
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/md31k973

Abstract

The development of digital technology has encouraged the use of chatbots as customer service tools in digital financial applications, including GoPay. This study aims to examine the influence of user satisfaction and trust on the quality of GoPay chatbot services among UNISSULA Semarang students. A quantitative approach was employed through a survey of 100 students who had used the GoPay chatbot. Data were analyzed using IBM SPSS Version 27. The results indicate that both user satisfaction and trust have a positive and significant effect on chatbot service quality. Simultaneously, these variables explain 71.9% of the variation in chatbot service quality. The findings suggest that chatbot service quality is influenced not only by system performance but also by users’ satisfaction and trust in digital services
Co-Authors Arina Iftiani Intan Vicky Azzarah Kurdaningsih, Dian Marhaeni Mubarok Mubarok Muhammad Didan Naufal Parezi Anggra Pramiswari Prasanda Adinda Shelvira Tarisma Cahyaning Dwi Putri