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All Journal Jurnal Ilmu Sosial dan Humaniora Jurnal Ilmiah Universitas Batanghari Jambi Tuturlogi: Journal of Southeast Asian Communication Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi
Pramesthi, Hanum Kanthi
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Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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PENGARUH TERPAAN IKLAN TELEVISI TERHADAP BRAND AWARENES Pramesthi, Hanum Kanthi; Prasetyo, Bambang Dwi
Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi Vol. 8 No. 1 (2023): EDISI JANUARI
Publisher : Laboratorium Ilmu Komunikasi Fisip UHO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52423/jikuho.v8i1.16

Abstract

Komunikasi pemasaran mengambil peran yang krusial bagi perusahaan. Salah satunya adalah periklanan yang mampu memengaruhi perilaku individu serta meningkatkan kesadaran merek. Perkembangan teknologi membuat sistem periklanan semakin beragam, namun iklan melalui media televisi masih memegang peranan yang krusial untuk menjangkau khalayak secara massal. Penelitian ini berlandaskan pada teori stimulus-organisme-respon (S-O-R) yang diadopsi berdasarkan pemikirkan Hovland. Stimulus dalam penelitian ini adalah terpaan iklan televisi “Waktu Indonesia Belanja”, dengan organisme yaitu masyarakat Indonesia, dan respon yang diharapkan berupa brand awareness. Berdasarkan hal tersebut, penelitian ini bertujuan untuk mengetahui pengaruh terpaan iklan televisi terhadap brand awareness apabila ditinjau dari teori S-O-R pada marketplace Tokopedia. Penelitian ini berlandaskan paradigma positivistik dengan pendekatan kuantitatif serta metode survei. Sampel dalam penelitian ini berjumlah 100, dengan teknik pengambilan sampel berupa nonprobability sampling. Data dikumpulkan dengan menyebarkan kuesioner secara online melalui perantara Google Forms. Seluruh data yang terkumpul dianalisis menggunakan aplikasi SPSS versi 25. Hasil dari penelitian ini menunjukkan bahwa terpaan iklan “Waktu Indonesia Belanja” memiliki pengaruh positif sebesar 71.9% terhadap pembentukan brand awareness pada marketplace Tokopedia. Hal tersebut menunjukkan bahwa asumsi dasar dari teori S-O-R tergambar pada penelitian ini, yaitu stimulus akan memberikan rangsangan kepada organisme sehingga dapat mendorong adanya perubahan sikap.
K-Pop Idols’ Marketing Magic: Boosting Healthy Product Purchases through Brand Ambassador Fitriani, Adjeng Dwi; Pramesthi, Hanum Kanthi; Prasetyo, Bambang Dwi; Muchtar, Moch. Shobastian Mahendra
Tuturlogi: Journal of Southeast Asian Communication Vol 5, No 2 (2024): Tuturlogi: Journal of Southeast Asian Communication
Publisher : Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.tuturlogi.2024.005.02.5

Abstract

This study aims to determine how the influence of K-Pop idol NCT Dream as a brand ambassador on purchasing decisions for Lemonilo instant noodle products. The population in this study were followers of the @NCTDreamINA Twitter account and used purposive sampling by distributing questionnaires to 100 respondents with the criteria of citizens aged 15-25 years, NCT Dream fans who have purchased Lemonilo x NCT Dream instant noodle products, and followers of the @NCTDreamINA Twitter account. The results of this study prove that the NCT Dream brand ambassador has a significant or positive influence on purchasing decisions on Lemonilo instant noodle products. When associated with ELM theory, persuasive communication carried out by Lemonilo is a peripheral route, namely displaying various interactive content and promotion of Lemonilo advertisements on social media by showing NCT Dream as a brand ambassador.   
Does Gastronomy Tourism Experiences Matter? Understanding Malang's Domestic Tourist Future Behavior Prasetyo, Bambang Dwi; Pramesthi, Hanum Kanthi; Muchtar, Moch. Shobastian Mahendra
Jurnal Ilmu Sosial dan Humaniora Vol 13 No 3 (2024)
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/jish.v13i3.80309

Abstract

This research seeks to examine how gastronomic tourism, particularly through Bakso, affects tourist satisfaction, intention to return, and recommendations to others in Malang City. The study employs Partial Least Squares Structural Equation Modeling (PLS SEM) and includes a sample of 109 respondents. Data was collected via questionnaires distributed in January 2024. PLS SEM helps identify three key variables: Gastronomy Tourism Experience, Tourist Satisfaction, and Future Behavior, represented by 37 questionnaire items. Findings indicate that Bakso-based gastronomic tourism significantly enhances tourist satisfaction, their likelihood of returning, and their propensity to recommend Malang City. This underscores the strategic importance of local food culture in tourism development and suggests that local governments should prioritize enhancing the tourist experience and food tourism infrastructure. The study lays the groundwork for further exploration of Malang City's gastronomic tourism potential.
Kebebasan Berekspresi Laki-Laki pada Media Sosial melalui Fashion Androgini Pramesthi, Hanum Kanthi; Arista, Altabella Septi; Swastika, Hanif
Jurnal Ilmiah Universitas Batanghari Jambi Vol 24, No 2 (2024): Juli
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v24i2.5089

Abstract

For centuries, fashion has been a visual marker of our gender, and nowadays the term androgynous fashion has arisen. Being outside the binary, individuals in Indonesia dressing in this style often face discrimination due to its strong patriarchal culture. Consequently, Instagram has become a prominent platform for people to express themselves in a more intimate way. Utilizing the case study research method, Jovi Adhiguna Hunter, an androgynous fashion influencer, was chosen as the research object. His self-disclosure through fashion is analyzed using social penetration theory, with an emphasis on his Instagram posts @joviadhiguna from 2019 to June 2023. Previous studies have primarily examined the presence of androgynous individuals on social media and their personal branding. Therefore, this study aims to delve deeper into how Jovi Adhiguna discloses his identity through androgynous fashion. Employing qualitative research and a case study approach within the constructivism paradigm, the study finds that Jovi Adhiguna's Instagram self-disclosure has reached a stable stage.His consistent disclosures are accompanied by captions expressing Jovi Adhiguna Hunter's views on genderless design and are reflected in his choice of outfits, accessories, photo expression, and poses that embrace a feminine aesthetic, which has happened since 2021.
Co-Authors Arista, Altabella Septi Bambang Dwi Prasetyo Fitriani, Adjeng Dwi Muchtar, Moch. Shobastian Mahendra Swastika, Hanif