Articles
<![CDATA[Resepsi Generasi Z Mengenai Bahasa Kasar Dalam Podcast Jakarta Keras Bersama Bayem Sore ]]>
<![CDATA[Mindaini, Vera Mulathofah]]>;
<![CDATA[Sudradjat, Ratih Hasanah]]>
<![CDATA[ Jurnal Interaksi: Jurnal Ilmu Komunikasi Vol 9, No 1 (2025): Jurnal Interaksi: Jurnal Ilmu Komunikasi ]]>
Publisher : <![CDATA[UMSU ]]>
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DOI: 10.30596/interaksi.v9i1.20024
<![CDATA[Penggunaan bahasa kasar sering kali dapat dijumpai di media sosial salah satunya pada konten siniar di YouTube. Bahasa kasar disampaikan baik oleh host maupun bintang tamu, salah satu siniar YouTube dengan judul "Caur/Lo Punya Duit Lo Punya Kuasa?!With Bayem Sore" merupakan siniar yang membahas permasalahan yang ada di kalangan Generasi Z, didalamnya memuat penggunaan bahasa kasar sebanyak 159 kali dengan total durasi siniar 38 menit. Stuart Hall mengusulkan pendekatan penelitian khalayak yang dikenal sebagai reception studies melalui model Encoding-Decoding yang menjelaskan bahwa khalayak berperan aktif dalam memproduksi makna. Tujuan penelitian ini adalah untuk mencari tahu pola jenis pemaknaan dan bagaimana faktor pembentuk makna dari khalayak Generasi Z dalam memaknai konten media yang didalamnya memuat penggunaan bahasa kasar. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus yang dilakukan melalui wawancara mendalam kepada 9 informan. Analisis data meliputi analisis resepsi menggunakan model Encoding-Decoding Stuart Hall guna mengetahui jenis pemaknaan dari khalayak antara lain (Oposisi, Dominan, atau Negosiasi) serta faktor pembentuk makna yang dimiliki (Kerangka Pengetahuan, Relasi Produksi, dan Infrastruktur Teknis). Hasil penelitian menunjukkan jenis pemaknaan yang didominasi oleh Oppositional Position atau menolak terhadap bahasa kasar yang ada dalam siniar. Selain itu pada Dominant Position juga dialami oleh beberapa informan yang menyatakan tidak masalah dengan adanya bahasa kasar dalam siniar karena sebagai bagian dari upaya branding. Faktor pembentuk makna yang dimiliki oleh informan menunjukkan keberagaman yang kemudian membentuk jenis pemaknaan mereka terhadap bahasa kasar yang ditampilkan dalam siniar.]]>
<![CDATA[The Impact of Beauty Influencers on Local Brand Image ]]>
<![CDATA[Sudradjat, Ratih Hasanah]]>;
<![CDATA[Ramadhani, Rhania Shafa]]>
<![CDATA[ Journal La Sociale Vol. 6 No. 2 (2025): Journal La Sociale ]]>
Publisher : <![CDATA[Borong Newinera Publisher ]]>
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DOI: 10.37899/journal-la-sociale.v6i2.1922
<![CDATA[This study aims to understand and analyze the influence of Beauty Influencers on the brand image of local products in the digital era. The research employs a quantitative approach using causality and survey methods, involving 100 respondents who are female consumers of the local brand Somethinc in Bandung City. The data was collected as primary data. Data analysis was conducted using simple linear regression, correlation coefficient, and determination coefficient methods, utilizing SPSS software. The results of the study indicate that Beauty Influencers have a significant impact on brand image. These findings emphasize that Beauty Influencers can have a positive impact on the brand image of the local brand Somethinc. This means that as the role of Beauty Influencers increases, the brand image will also improve. Conversely, if the influence of Beauty Influencers decreases, the brand image will also decline. The contribution of Beauty Influencers to the brand image is recorded at 60.1%.]]>
<![CDATA[Pembuatan Copywriting Edukatif Dan Kreatif Untuk Meningkatkan Engagement Di Sosial Media Instagram Agavi Institute ]]>
<![CDATA[Nindia S, Salsabila Salma]]>;
<![CDATA[Sudradjat, Ratih Hasanah]]>
<![CDATA[ eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025 ]]>
Publisher : <![CDATA[eProceedings of Management ]]>
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<![CDATA[Perkembangan teknologi informasi dan komunikasi, terutama di media sosial, telah mengubah cara individu danorganisasi berinteraksi dengan audiens mereka. Instagram sebagai platform media sosial yang sangat populer memilikipotensi besar untuk membangun hubungan yang lebih erat dengan pengguna. Namun, dengan banyaknya konten yangbersaing di platform ini, diperlukan strategi komunikasi yang kreatif dan edukatif agar pesan dapat diterima denganefektif. Perancangan karya akhir ini bertujuan untuk merancang copywriting edukatif dan kreatif yang dapatmeningkatkan engagement di Instagram AGAVI Institute PT AGAVI (Agritama Sinergi Inovasi). Metode yangdigunakan dalam perancangan karya akhir ini adalah analisis konten yang ada, pengembangan konsep copywriting,serta uji coba penerapan pada konten Instagram AGAVI Institute. Fokus utama dalam perancangan ini adalahbagaimana membuat copywriting yang tidak hanya informatif tetapi juga menarik dan relevan bagi audiens. Hasil dariperancangan karya akhir ini diharapkan dapat memberikan kontribusi terhadap peningkatan interaksi dan partisipasipengguna di Instagram AGAVI Institute, serta menjadi referensi bagi pengembangan strategi komunikasi digital dimasa mendatang.Kata Kunci: AGAVI Institute, copywriting, Instagram, PT AGAVI]]>
<![CDATA[Budaya Komunikasi Virtual Dalam Aktivitas Live Streaming TikTok ]]>
<![CDATA[Alamsyah, Puti Alifa Layynasha]]>;
<![CDATA[Sudradjat, Ratih Hasanah]]>
<![CDATA[ Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Vol 11 No 1 (2025): April 2025 Jurnal Komunikasi Universitas Garut : Hasil Pemikiran dan Penelitian ]]>
Publisher : <![CDATA[Universitas Garut ]]>
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DOI: 10.52434/jk.v11i1.41537
<![CDATA[Live streaming on TikTok has become a popular phenomenon among Indonesians, with creators and influencers utilizing this feature to interact with audiences through Q&A, scheduled events, and live streaming, resulting in controversial content. TikTok now gives content creators the freedom to develop creativity on TikTok live shows in interacting with their audience. This study aims to explore the culture of virtual communication in live streaming on TikTok. This research uses a qualitative method with a digital ethnography approach to study the dimensions of virtual communication that occur in TikTok Live activities. Data were obtained through observation and in-depth interviews with TikTok Live actors and viewers. This research also uses NVIVO as qualitative data analysis software. This analysis produces 3 types of data visualization, namely coding of reference, contribution on coding and word cloud. The results show that the virtual communication culture that occurs in TikTok live streaming activities as a communication channel creates effects arising from messages and symbols related to attitudes, practical habits, and values that develop in the TikTok Live virtual circle. This research contributes to the understanding of how virtual communication culture develops on social media platforms such as TikTok and TikTok Live.]]>
<![CDATA[Studi Komparatif Pengaruh Dua Kelompok Brand Ambassador Terhadap Brand Image Telkom University ]]>
<![CDATA[Rahadian, Sadam]]>;
<![CDATA[Sudradjat, Ratih Hasanah]]>;
<![CDATA[Mahdaria, Siti]]>
<![CDATA[ Jurnal Pustaka Komunikasi Vol 8, No 2 (2025): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023 ]]>
Publisher : <![CDATA[Universitas Prof. Dr. Moestopo (Beragama) ]]>
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DOI: 10.32509/pustakom.v8i2.4272
<![CDATA[The public's need for higher education is one of the factors in the increasing number of universities in Indonesia. This makes universities need to carry out marketing communications to build a positive brand image to the public and Telkom University uses brand ambassadors to build this brand image. This research aims to see the influence that Brand Ambassador Tanjidor and Brand Ambassador SMB Telkom have on Telkom University's brand image, using the dimensions of visibility, credibility, attraction and power. Meanwhile, the dimensions of brand image are strength of brand association, favorableness of brand association, and uniqueness of brand association. This research also links it to ELT communication theory. The research method used is quantitative with a comparative study type. Data collection was carried out by distributing questionnaires to 385 respondents with a population of Instagram followers @telkomuniversity and @smbtelkom. The data collection technique in this research uses a non-probability sampling technique, namely purposive sampling. The research results show that SMB Brand Ambassadors have a greater influence, both partially and simultaneously, on Telkom University's Brand Image.]]>
<![CDATA[KOMUNIKASI PEMASARAN TERPADU BANTOO.ID DI INSTAGRAM DALAM MENARIK MINAT DONATUR ]]>
<![CDATA[Laksita, Andi Aninditha]]>;
<![CDATA[Sudradjat, Ratih Hasanah]]>
<![CDATA[ Jurnal Riset Mahasiswa Dakwah dan Komunikasi Vol 5, No 3 (2023): November 2023 ]]>
Publisher : <![CDATA[Universitas Islam Negeri Sultan Syarif Kasim Riau ]]>
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DOI: 10.24014/jrmdk.v5i3.25091
<![CDATA[Penelitian ini bertujuan untuk menganalisis dan mengidentifikasi strategi pemasaran terpadu Bantoo.id di media sosial Instagram selama masa pandemi COVID-19. Metode penelitian ini ialah kualitatif dengan pendekatan yang digunakan adalah studi kasus. Lokasi penelitian ini berada di Yayasan Generasi Bantu Indonesia. Informan kunci dalam penelitian ini berjumlah 5 orang. Hasil penelitian menunjukkan bahwa media sosial Instagram menjadi sarana efektif bagi Bantoo.id dalam mengkomunikasikan pesan pemasaran terpadu selama pandemi COVID-19. Konten yang relevan dengan situasi pandemi, penggunaan konten visual yang kreatif, serta interaksi aktif dengan donatur telah membantu meningkatkan minat dan partisipasi mereka. Meskipun demikian, ada beberapa tantangan yang dihadapi, seperti pembatasan sosial yang mengurangi kesempatan untuk melakukan tatap muka langsung. Bantoo.id disarankan untuk terus berinovasi dalam menciptakan konten menarik dan informatif, fokus pada upaya konkret yang dilakukan, mendorong donatur untuk berpartisipasi aktif, dan terus memantau dan menganalisa kinerja kampanye pemasaran.]]>
<![CDATA[The Influence of Iconnet Product Personal Selling on the Purchase Interest of Housing Residents in Medan City ]]>
<![CDATA[Bona Putri S, Maria]]>;
<![CDATA[Sudradjat, Ratih Hasanah]]>
<![CDATA[ Jurnal Indonesia Sosial Teknologi Vol. 5 No. 9 (2024): Jurnal Indonesia Sosial Teknologi ]]>
Publisher : <![CDATA[Publikasi Indonesia ]]>
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DOI: 10.59141/jist.v5i9.1299
<![CDATA[This study aims to analyze the influence of ICONNET product personal selling on the purchase interest of housing residents in Medan City. The research method used is quantitative with a survey approach. Data were collected through questionnaires distributed to 150 respondents who are housing residents in Medan City. Data analysis was conducted using simple linear regression to test the influence of personal selling on purchase interest. The results of the study indicate that personal selling has a positive and significant influence on the purchase interest of housing residents. Effective personal selling increases consumer purchase interest in ICONNET products. These findings have implications for marketing management that personal selling strategies can be an effective tool to boost sales, particularly in the telecommunications industry in residential areas. Recommendations for future research include adding other variables such as product quality and price to see their effects on purchase interest more comprehensively.]]>
<![CDATA[Communication Accommodation Analysis of Mobile Legend Online Game Player Group at Telu Esports ]]>
<![CDATA[Bil Balqis, Putri Shalsa]]>;
<![CDATA[Sudradjat, Ratih Hasanah]]>
<![CDATA[ Jurnal Indonesia Sosial Teknologi Vol. 5 No. 8 (2024): Jurnal Indonesia Sosial Teknologi ]]>
Publisher : <![CDATA[Publikasi Indonesia ]]>
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DOI: 10.59141/jist.v5i8.1302
<![CDATA[Communication accommodation is by definition a form of a person adapting himself or in other words the adaptation made to the person he is speaking to. This research will discuss the analysis of group communication accommodation for mobile legend online game players on Tel-u Alpha. This research aims to determine the group communication accommodation that occurs among mobile legend online game players on Tel-u Alpha. This research uses qualitative methods by collecting data through interviews with focus group discussions conducted with Tel-u Alpha. In this research, Giles uses CAT theory or Communication Accommodation Theory. The research results showed that there were adjustments made by each member of the Tel-u Alpha team because adjusting their way of communicating, would make it easier for the team to achieve common goals. This can happen because communication accommodation aims to equalize perceptions to reduce conflict that will occur in a group.]]>
<![CDATA[Influence of Influencer Marketing, E-Wom on Timephoria Purchase Decisions Via Tiktok, Mediated by Fomo ]]>
<![CDATA[Yuwono, Dhiannisa Shabrina]]>;
<![CDATA[Sudradjat, Ratih Hasanah]]>
<![CDATA[ Eduvest - Journal of Universal Studies Vol. 5 No. 11 (2025): Eduvest - Journal of Universal Studies ]]>
Publisher : <![CDATA[Green Publisher Indonesia ]]>
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DOI: 10.59188/eduvest.v5i11.51885
<![CDATA[This research aims to analyze the influence of Influencer Marketing and Electronic Word of Mouth (E-WOM) on purchasing decisions of Timephoria cosmetic products on the TikTok social media platform, with Fear of Missing Out (FOMO) as a mediating variable. The growing use of TikTok as a marketing tool and the high consumer engagement with influencer-created content serve as the main background of this research. A quantitative approach was used with Structural Equation Modeling-Partial Least Squares (SEM-PLS), involving 140 TikTok users in Indonesia. The results indicate that both influencer marketing and E-WOM significantly influence FOMO and purchase decisions. Moreover, FOMO significantly mediates the relationship between influencer marketing, E-WOM, and purchase decisions. These findings highlight the importance of marketing communication strategies that leverage influencer credibility and the power of online reviews in shaping consumer behavior. This study contributes to the development of the Elaboration Likelihood Model (ELM) in the digital marketing context and offers practical implications for cosmetic businesses in designing effective promotional strategies on social media.]]>
<![CDATA[Bingkai Berita Penetapan Anggaran Program Makan Bergizi Gratis (MBG) ]]>
<![CDATA[Fitrah, Regina Mahal]]>;
<![CDATA[Sudradjat, Ratih Hasanah]]>
<![CDATA[ eProceedings of Management Vol. 12 No. 6 (2025): Desember 2025 ]]>
Publisher : <![CDATA[eProceedings of Management ]]>
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<![CDATA[Penetapan anggaran Program Makan Bergizi Gratis (MBG) menjadi sorotan publik karena merupakan salah satu janjikampanye pasangan Prabowo-Gibran pada Pemilu 2024. Penelitian ini bertujuan untuk menganalisis bagaimanamedia daring detikcom dan metrotvnews membingkai pemberitaan mengenai penetapan anggaran Makan BergiziGratis (MBG) pada periode 29 – 30 November 2024, serta bagaimana masing-masing media membentuk konstruksirealitas dan menonjolkan aspek tertentu dari isu tersebut. Penelitian ini menggunakan pendekatan kualitatif dan teorianalisis framing dari Zhongdang Pan dan Gerald M. Kosicki, penelitian ini mengamati struktur sintaksis, skrip,tematik, dan retoris dalam teks berita. Hasil analisis menunjukkan bahwa detikcom cenderung menyajikanpemberitaan yang lebih emosional dan pencitraan positof terhadap Presiden Prabowo, sedangkan metrotvnews lebihmenonjolkan sisi kebijakan pemerintah secara positif. Perbedaan ini mencerminkan preferensi redaksional masingmasing media dalam membentuk persepsi publik terhadap kebijakan Makan Bergizi Gratis (MBG).Kata Kunci: Framing, Portal Media Daring, Makan Bergizi Gratis, Pan dan Kosicki]]>
