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All Journal Komunikator Tuturlogi: Journal of Southeast Asian Communication
Muchtar, Moch. Shobastian Mahendra
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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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.   
Paradoxical Engagement: How Outsourcing Shapes Organizational Identity in Digital Public Spheres Prasetyo, Bambang Dwi; Muchtar, Moch. Shobastian Mahendra; Artanti, Neni Puji
Komunikator Vol. 17 No. 2 (2025)
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jkm.v17i2.27399

Abstract

This research examines the paradox of outsourcing digital engagement in organizational communication, highlighting how third-party agencies and independent content creators influence brand identity in online public spaces. With more organizations turning to external contributors for social media management, questions arise about the consistency and authenticity of their messaging. The study aims to determine whether outsourcing boosts audience interaction while compromising alignment with organizational values. Adopting a mixed-methods design, it incorporates digital ethnography and content performance triangulation through thematic analysis, engagement metrics, and stakeholder perception surveys involving internal teams, agencies, and creators. Results show that while outsourced content generates greater engagement, it is often viewed by internal teams as lacking authenticity and deviating from core values. This indicates a tension between creative impact and brand consistency, underlining the need for deliberate, strategic collaboration. Organizational identity in digital platforms is thus portrayed as fluid and negotiated, offering insights for managing co-created content across evolving communication landscapes
The Complexity of Modern Relationships: A Representation of Situationship in Music Album Muchtar, Moch. Shobastian Mahendra
Tuturlogi: Journal of Southeast Asian Communication Vol 7, No 1 (2026): Tuturlogi: Journal of Southeast Asian Communication (IN PRESS)
Publisher : Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.tuturlogi.2026.007.01.4

Abstract

This study explores the representation of situationships—ambiguous romantic relationships lacking clear commitment—in Ariana Grande's album Eternal Sunshine, using Robert Sternberg's Triangular Theory of Love as a framework. Situationships, characterized by emotional intimacy and passion but low commitment, reflect the complexities of modern romantic dynamics. Through qualitative content analysis of 13 songs, the research identifies themes of intimacy, passion, and commitment, revealing how Ariana's lyrics depict the emotional struggles and communication challenges inherent in such relationships. The findings highlight the tension between emotional closeness and the absence of commitment, leading to instability and dissatisfaction. The study underscores the importance of effective interpersonal communication in navigating ambiguous relationships and emphasizes music as a powerful medium for reflecting contemporary relational dynamics. By integrating theoretical and cultural perspectives, this research contributes to understanding the emotional and communicative complexities of modern love, offering insights into the role of music in articulating the nuances of romantic relationships.
Co-Authors Artanti, Neni Puji Bambang Dwi Prasetyo Fitriani, Adjeng Dwi Pramesthi, Hanum Kanthi