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All Journal Kanal : Jurnal Ilmu Komunikasi Publipreneur Polimedia: Jurnal Ilmiah Jurusan Penerbitan Politeknik Negeri Media Kreatif Jurnal Ilmiah Teknik Informatika dan Komunikasi Seminar Ilmiah Nasional Teknologi, Sains, dan Sosial Humaniora (SINTESA) Seminar Nasional Aplikasi Iptek (SINAPTEK) Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Harmoni: Jurnal Ilmu Komunikasi Dan Sosial Saber: Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi Sosial Simbiosis: Jurnal Integrasi Ilmu Sosial dan Politik Mimbar Administrasi Terang: Jurnal Kajian Ilmu Sosial, Politik dan Hukum Federalisme : Jurnal Kajian Hukum Dan Ilmu Komunikasi Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi Studi Administrasi Publik dan ilmu Komunikasi
Oktaviana Purnamasari
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Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Nicholas Saputra sebagai Brand Ambassador terhadap Minat Beli Kanzler Crispy Chicken Nugget Rafeby Zhenda Violet; Oktaviana Purnamasari
Sosial Simbiosis : Jurnal Integrasi Ilmu Sosial dan Politik Vol. 2 No. 2 (2025): Mei : Sosial Simbiosis : Jurnal Integrasi Ilmu Sosial dan Politik
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/sosial.v2i2.1418

Abstract

The use of Brand Ambassadors is becoming increasingly popular in marketing strategies to influence customer behavior. This study aims to measure the role of Nicholas Saputra as a brand ambassador, consumer purchase intention for Kanzler Crispy Chicken Nugget, and the influence of the brand ambassador on purchase intention, focusing on followers of the Instagram account @temankanzler. Using brand ambassador and consumer behavior theories, this study involves two variables: Brand Ambassador (X), consisting of four dimensions (Popularity, Credibility, Attractiveness, Strength), and Purchase Intention (Y), which includes four dimensions (Transactional Intention, Referential Intention, Preferential Intention, Exploratory Intention). A quantitative method was applied through a survey of 71 respondents, analyzed using descriptive statistics and simple linear regression with SPSS. The results indicate that the mean perception of respondents for variables X and Y is 3.80 (agree). Validity and reliability tests confirm that all statement items are valid and reliable. Simple linear regression shows a positive and significant influence of the brand ambassador on purchase intention, with a determination coefficient (Adjusted R²) of 0.789, meaning that 78.9% of the variation in purchase intention is explained by the Brand Ambassador variable, while 21.1% is influenced by other factors.
IMPLEMENTASI KOMUNIKASI PEMASARAN DIGITAL POLITEKNIK NEGERI MEDIA KREATIF JAKARTA DALAM PROSES PENERIMAAN MAHASISWA BARU TAHUN AKADEMIK 2018-2021: Marketing Communication, Polimedia, AIDA, New Students eno, trisna_rudi; Oktaviana Purnamasari; Mohammad Ismed; Imanuel Ronald David Mongkau
Jurnal Ilmiah Publipreneur Vol. 12 No. 2 (2024): Jurnal Ilmiah Publipreneur
Publisher : Politeknik Negeri Media Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46961/jip.v12i2.1575

Abstract

The State Polytechnic of Creative Media, also known as Polimedia, is a state vocational higher education institution located in Jakarta. As a state vocational education institution, Polimedia participates in national admissions for new students, such as the National Selection for State Polytechnic Entrance (SNMPN), Joint Selection for State Polytechnic Entrance (SBMPN), the National Selection for State Higher Education Entrance (SBMPTN) specifically for applied bachelor's programs, and the Independent Exam conducted by Polimedia itself. The purpose of this research is to identify the marketing steps taken by Polimedia in recruiting prospective new students. This is closely related to the planning of the marketing communication concept implemented by Polimedia. The AIDA marketing communication model applied by Polimedia is very interesting to study in a research context. Through a qualitative approach and descriptive method, along with observation and in-depth interviews with sources, the steps Polimedia takes in implementing the AIDA concept can be understood. The result is an achievement for Polimedia, which has seen an increase in the number of prospective students wishing to enroll in Polimedia from year to year. More than 8,000 people compete for 2,000 seats at Polimedia—a significant impact. Keyword: Marketing Communication, Polimedia, AIDA, New Students
Representing the Mother's Role in the YouTube Ad: A Roland Barthes Semiotic Analysis of 'Mother's Amazing Hands’ Muhamad Yusuf Alfauzi; Oktaviana Purnamasari
Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi Vol. 1 No. 2 (2025): Mei : Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi
Publisher : Asosiasi Peneliti dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/dialogika.v1i2.302

Abstract

In advertising, females are frequently positioned as the center of attention to establish product image through culturally recognized signs and symbols. Advertisements transcend their promotional function, acting as media that both reflect and influence societal perceptions, including gender roles within daily life. This is exemplified in the Vicks VapoRub advertisement titled "Mother's Amazing Hands," which portrays women as mothers perpetually prepared to care for their families. This study investigates the representation of the mother's role within the aforementioned advertisement using Roland Barthes' semiotic theory. The research aims to twofold: 1) identify the denotative, connotative, and mythical meanings embedded within the Vicks VapoRub "Mother's Amazing Hands" ad; and 2) analyze the portrayal of the mother figure through the lens of Barthes' semiotic framework. The research employed a qualitative descriptive approach, utilizing Barthes' semiotic analysis method alongside concepts of social construction of reality, cinematography techniques, and the societal role of mothers. Through the analysis of verbal, non-verbal, audio, and visual elements within the advertisement, the study revealed the multifaceted representation of the mother's role. This includes functions of caregiving, nurturing, and treatment of family members, ultimately portraying the tangible actions a mother takes in providing for her family.
Iklan Informatif dan Sales Promotion di Instagram: Pengaruhnya terhadap Keputusan Pembelian Skincare The Originote Salsa Hijriyatin Nisa; Oktaviana Purnamasari
Jurnal Ilmiah Teknik Informatika dan Komunikasi Vol. 5 No. 3 (2025): November: Jurnal Ilmiah Teknik Informatika dan Komunikasi 
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/juitik.v5i3.1596

Abstract

The purpose of this study is to examine the impact of informative advertisements and sales promotions on consumer purchase decisions, as well as to measure the partial effects of informative advertisements and sales promotions on purchase decisions, and to simultaneously assess their combined effect on consumer purchase decisions. In this study, the variable X1 represents informative advertisements, which include dimensions such as informing the market about new products, explaining how a product works, and suggesting new ways to use a product. The variable X2 represents sales promotions, which include dimensions such as coupons, price packs (money-off deals), and event marketing or event sponsorship. The variable Y in this study is consumer purchase decisions, which consist of dimensions like problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. This research uses a quantitative approach with a survey method and data collection through questionnaires given to 144 respondents who are followers of the Instagram account @theoriginote. The data analysis technique used is multiple linear regression, with sampling using the simple random sampling technique. The results indicate that the informative advertisement variable has an effect of 51.2%, while the sales promotion variable has an effect of 66.6%. Simultaneously, both informative advertisements and sales promotions have a combined effect of 67.9% on consumer purchase decisions, with the remaining influence coming from external factors not covered by the study.  
Brand Ambassador dan Konten Instagram sebagai Faktor Pembentuk Brand Image Y.O.U Assya Putri Sanggita; Oktaviana Purnamasari
Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara Vol. 2 No. 4 (2025): Oktober : Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/komunikasi.v2i4.680

Abstract

The current increasingly fierce business competition, coupled with the emergence of new businesses, has prompted businesspeople to seek ways to dominate and maintain their market share, including in the skincare and cosmetics business. The purpose of this study is to identify brand ambassadors, to identify Instagram content, to identify brand image, to partially measure the influence of Kim Soo Hyun as a brand ambassador on brand image, to partially measure the influence of Instagram content on brand image, and to simultaneously measure the influence of brand ambassadors and Instagram content on brand image. The theory used for variable X1 is brand ambassador with the dimensions of visibility, credibility, attractiveness, and power. X2 is Instagram content with the dimensions of credible, shareable, useful or fun, interesting, relevant, different, and on brand. Variable Y is brand image with the dimensions of brand identity, brand personality, brand association, brand attitude, and behavior. This study uses a quantitative approach with a survey method. The data collection technique uses a questionnaire distributed to 135 respondents who are followers of the @youbeauty_idn account. The data analysis technique used was multiple linear regression. The sampling technique used was simple random sampling. The results of this study showed that the partial effect of X1 on Y was 44.7%, the partial effect of X2 on Y was 70.5%, and the simultaneous effect of X1 and X2 on Y was 71.8%, with the remaining 28.2% being influenced by factors outside the variables.  
Pengaruh Konten Instagram Mills Terhadap Minat Beli: Survei Pada Followers Instagram @Millssportid Mohamad Rifky Rachmadillah; Oktaviana Purnamasari
Terang : Jurnal Kajian Ilmu Sosial, Politik dan Hukum Vol. 1 No. 2 (2024): Juni : Terang : Jurnal Kajian Ilmu Sosial, Politik dan Hukum
Publisher : Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/terang.v1i2.203

Abstract

Mills is a sports brand that also offers a wide range of products with the lastest quality and technology, whict naturally piques the interest of the public in Mills and generates purchasing intent among consumers towards Mills’ products. The purpose of this research is to determine the extent of the influence of Mills’ Instagram content on purchase intent. The theories utilized in this study include Hermawan’s 2012 marketing communication theory, as well as Kotler & Keller’s Attention, Interest, and Desire theory on the Purchase Intent variable. Miles’2014 theory is applied to the Instagram Content variable, encompassing profile name, comments or feedback, and captions or descriptions. This researh adopts a quantitative approach through a survey method conducted on 85 respondents who follow @millssportid on instagram, selected using simple random sampling technique. The results of this study indicate a high influence of 73,9% of Mills’ instagram content on purchase intent, with the remaining 26,1% influenced by unexamined variables in this research.
Implementasi Integrated Marketing Communication Local Agency (Friendshub) dalam Membangun Brand Awareness Amanda Noviyanti; Oktaviana Purnamasari
Studi Administrasi Publik dan ilmu Komunikasi Vol. 3 No. 1 (2026): Februari : Studi Administrasi Publik dan ilmu Komunikasi
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/studi.v3i1.948

Abstract

This study aims to examine how the implementation of Integrated Marketing Communication (IMC) carried out by Friendshub contributes to building and strengthening brand awareness. Employing a descriptive qualitative approach and a case study method, data were collected through in-depth interviews with the core team of Friendshub and documentation of marketing activities, which were then thematically analyzed to explore communication patterns and creative strategies applied. The findings reveal that Friendshub integrates six elements of IMC as proposed by Belch and Belch (2021)—advertising, sales promotion, public relations, personal selling, direct marketing, and digital/interactive marketing—implemented across various channels such as social media, WhatsApp, email blasts, and event organization that emphasizes direct experiential engagement. The success of this implementation is supported by close communication with clients, consistent visual identity, and the adaptability of messages to audience needs, while challenges include limited budgets, dependence on client briefs, and short execution timelines. These findings highlight that consistent, creative, and adaptive IMC practices are not only effective in enhancing brand awareness but also in strengthening long-term relationships between Friendshub as a brand and its audience, thereby contributing positively to the sustainability of its image and corporate growth.
Brand Awareness dan Pengaruhnya terhadap Keputusan Pembelian Peralatan Outdoor Lokal Ahmad Ibrahim; Oktaviana Purnamasari
Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi Vol. 2 No. 1 (2026): Februari : Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi
Publisher : Asosiasi Peneliti dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/dialogika.v2i1.960

Abstract

This study examines the influence of Arei Outdoor Gear brand awareness on purchase decisions in the Bogor Climbing Virtual Community on Facebook. In the midst of increasingly fierce competition in the outdoor equipment industry, maintaining a high level of brand awareness is an important factor for companies in attracting and retaining consumers. Therefore, this study aims to find out the extent to which brand awareness of Arei products is able to influence the purchasing decisions of the community members. This study uses a quantitative approach with a survey method conducted on 87 respondents who were randomly selected from community members. Data collection was carried out through a questionnaire which was then analyzed using a simple linear regression technique to determine the relationship between brand awareness variables and purchase decisions. The results of the study show that the level of Arei brand awareness is relatively high with an average value of 3, where respondents are able to recognize Arei's products, logos, and brand characteristics. Meanwhile, purchasing decisions are also in the positive category with an average score of 3.25. The results of linear regression analysis showed a significant influence between brand awareness on purchase decisions with a correlation value (R) of 0.749. In addition, a determination coefficient value (R²) of 0.561 showed that 56.1% of purchase decisions were influenced by brand awareness, while the rest were influenced by other factors outside of the variables studied.
Pengaruh Konten Instagram Yonex terhadap Minat Beli Konsumen Rifqi Widyan Farhan; Oktaviana Purnamasari
Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi Vol. 3 No. 1 (2026): Februari: Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/konsensus.v3i1.1585

Abstract

In the highly competitive sports equipment market, particularly for badminton items, businesses must rely not only on high-quality products but also on efficient digital media marketing techniques. Brands frequently utilize Instagram, a visual social media site, to enlighten consumers about their products and pique their interest. Yonex uses Instagram with the account @yonex_badminton. Nevertheless, a large following and frequent posting may not always indicate how well a piece of content stimulates customer interest in making a purchase. The purpose of this study is to examine how @yonex_badminton Instagram content affects consumer interest in making purchases. With the use of statistical software, this study employs a quantitative methodology that includes survey procedures and data analysis utilizing basic linear regression. 84 responders who followed the @yonex_badminton Instagram account made up the research sample. With a t-value of 13.387 and a significance value of 0.000, the results demonstrated that Instagram content had a favorable and substantial impact on customer purchase interest. Instagram content may account for 68.6% of the variance in customer purchase interest, according to the coefficient of determination (R2) value of 0.686. Other factors that are not within the purview of this study account for the remaining 31.4%. This research gives a broad overview of how managing regular, engaging, and educational Instagram content may be a useful digital marketing tactic and boost customer interest in making a purchase.
Co-Authors Ahmad Ibrahim Alvin Ramadhan Amanda Noviyanti Aminah Swarnawati Ammar Fakhrudin Assya Putri Sanggita Ati Kusmawati Diah Andika Sari Dwi Firmansyah eno, trisna_rudi Fadillah Aulia Latief Sultoni Handoko, Daniel Imanuel Ronald David Mongkau Maria Eflina Jahung Mohamad Rifky Rachmadillah Mohammad Ismed Mohammad Ya’isy Ghifari Muhamad Yusuf Alfauzi Muhammad Fadli Alfaris Ni Putu Chrisma Dyah Wintari Rafeby Zhenda Violet Ratu Laura MBP Rifqi Widyan Farhan Salsa Hijriyatin Nisa Verena Wati Nimat Zahra Khoerrunissa