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All Journal Jurnal Ilmu Komunikasi Dan Media Eduvest - Journal of Universal Studies
Wiraputra, Ardina Lukita
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Aerospace Engineering Computer Science & IT Health Professions Neuroscience Social Sciences

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Kekuatan Pemasaran Digital: Analisis Dampak Iklan, Celebrity Endorsement, Dan Influencer Marketing Terhadap Niat Beli Konsumen Charis, Jessica Caroline; Rotty, Geraldo Valentino; Wiraputra, Ardina Lukita; Parani, Rizaldi
Jurnal Ilmu Komunikasi Dan Media Sosial (JKOMDIS) Vol. 3 No. 3 (2023): September - Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jkomdis.v3i3.1217

Abstract

This study examines the effects of various digital marketing strategies, including social media advertising, celebrity endorsements, and influencer marketing, on consumer purchase intentions within the Indonesian cosmetics industry, with a specific focus on the Scarlett cosmetics brand. In the ever-evolving digital landscape characterized by intense competition, understanding the most effective marketing techniques deployed on social media platforms is crucial. The study employs a qualitative research methodology, utilizing a case study framework with three informants as the primary subjects. In-depth interviews were conducted, guided by research objectives and contextual background. The interviews were recorded, transcribed, and analyzed qualitatively to identify patterns, themes, and perspectives emerging from the informants' insights. The findings provide valuable insights into the effectiveness of each digital marketing tactic in influencing consumer purchase intentions. Notably, this qualitative methodology facilitates a deeper understanding of how digital marketing tactics impact real-world consumer intentions. The informants' practical insights shed light on the underlying meanings and contexts of the research outcomes. This study serves as a foundation for organizations seeking to select the most suitable digital marketing methods to enhance consumer purchase intentions, particularly on the Instagram platform. It is essential to acknowledge the limitations of this research, primarily its exclusive focus on the cosmetics industry in Indonesia. Future research initiatives should aim to explore variations across different social media platforms and expand the geographical scope to achieve a more comprehensive comprehension of the subject matter.
Meningkatkan Niat Beli Konsumen Melalui Pemasaran Digital: Iklan, Celebrity, Dan Influencer Wiraputra, Ardina Lukita; Irwansyah, Irwansyah
Jurnal Ilmu Komunikasi Dan Media Sosial (JKOMDIS) Vol. 3 No. 3 (2023): September - Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jkomdis.v3i3.1267

Abstract

This study investigates the impact of various digital marketing strategies, such as advertising, celebrity endorsements, and influencer marketing, on customer purchase intentions within the cosmetics sector, specifically focusing on the Scarlett brand in Indonesia. In the contemporary digital landscape, characterized by heightened rivalry, it is imperative to comprehend the optimal marketing methods employed on social media platforms. The present study employs a quantitative methodology. Data is generated from 384 respondents through the utilization of a questionnaire. The findings derived from the regression analysis demonstrate that each marketing approach exhibits a favorable influence on consumer purchase intentions within the context of Instagram. Celebrity endorsements have the most significant impact, then advertising and influencer marketing. The psychological impact of celebrities who enjoy high regard among fans can help to explain the significant impact of celebrity endorsements. The efficacy of social media advertising in enhancing customer awareness of brands and products has been well documented. Although influencer marketing has been found to have a favorable impact, its influence appears to be somewhat less important. This study offers significant insights for organizations in the process of choosing the most efficient digital marketing methods to augment consumer buy intent on the Instagram platform. Nevertheless, it is important to acknowledge the limits of this study, particularly its narrow focus on the cosmetics business in Indonesia. Future research endeavors should aim to explore variances in social media platforms and expand the geographic coverage to provide a more comprehensive understanding of the topic.
Representasi Keanekaragaman Perempuan Indonesia dalam Produk Kosmetik Lokal Wiraputra, Ardina Lukita; Pristica, Bela
Jurnal Ilmu Komunikasi Dan Media Sosial (JKOMDIS) Vol. 3 No. 3 (2023): September - Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jkomdis.v3i3.1383

Abstract

This article explores the representation of diversity among Indonesian women in local cosmetics products within the framework of "social change & culture studies." Employing Cultural Studies, the research analyzes the role of institutions, particularly the beauty industry, in shaping beauty norms in Indonesian society. Simultaneously, the Critical Race Theory approach is utilized to identify and uncover hidden biases, racism, and prejudices within beauty communication. The study aims to achieve social justice by addressing discrimination in beauty representations, providing a deeper understanding of how communication can act as an agent of social change in the context of women's diversity in Indonesia.
Relgious Transformation in Digital Era: Mediatization Impact on Religious Practice Constantin, Natasha; Wiraputra, Ardina Lukita; Rotty, Geraldo; Dwihadiah, Desideria Lumongga
Eduvest - Journal of Universal Studies Vol. 4 No. 10 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i10.1313

Abstract

In an increasingly advanced modern era and growing communication technology, mediatization is present in every aspect of people's lives, including in the context of religiosity. The transition to the use of new media in supporting religious activities to keep running faces challenges that are not easy with the issue of the sacredness of religious activities that are communal in nature at first and are forced to change formats. This research was conducted with a qualitative approach and supported by a literature review method and complemented by supporting data obtained from researcher observations of related phenomena that occur today. In the end, mediatization in the religious context is like a double-edged sword with all its advantages and challenges, especially for conventional religious leaders who are increasingly eroded in power and reach by influencers who are able to reach a stronger and wider audience.
Co-Authors Charis, Jessica Caroline Constantin, Natasha Desideria Lumongga Dwihadiah Irwansyah Irwansyah Parani, Rizaldi Pristica, Bela Rotty, Geraldo Rotty, Geraldo Valentino