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All Journal Wacana: Jurnal Ilmiah Ilmu Komunikasi al-Balagh : Jurnal Dakwah dan Komunikasi
Rosa, Naili
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Religion Humanities Languange, Linguistic, Communication & Media Social Sciences

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Brand Credibility and Response Consumer on Youtuber Endorsement Virga, Rika Lusri; Anggreni, Likha Sari; Aprianto, Yudie; Rosa, Naili
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 23, No. 2 December 2024
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v23i2.4546

Abstract

A company is developing a strategy for product introduction to a crowded audience. An effective promotional method involves endorsements by prominent figures such as celebrities and community leaders. The company utilizes its service, branded as Shipper, to deliver products. Pair Gram and a currently trending YouTuber serve as endorsers for the product. The endorsers in question are Fiki Naki and Dayana. However, disputes arose between the endorsers, leading to misunderstandings in the digital realm. This conflict resulted in many followers expressing dissatisfaction and unfollowing Dayana's account. The objective of the study is to analyze digital advertising's impact on brand credibility and consumer response to Shipper's products using ethnographic methods. The methodology involves detailed observation of social media data from Instagram, particularly the comment sections on Fiki Naki's endorsement content. The study's findings indicate that the brand credibility associated with Fiki Naki and Dayana received negative feedback from their followers in the comments. Followers perceived the endorsed products as inauthentic, viewing the videos as mere entertainment rather than genuine endorsements. The findings highlight two key concepts, consumer understanding of endorsement activities and the professionalism inherent in endorsement collaborations.
YUK NGAJI: DIGITALIZATION OF GENERATION Z’S RELIGIOUS ACTIVITIES ON INSTAGRAM ACCOUNT Virga, Rika Lusri; Shovmayanti, Noor Afy; Yusoff, Rahmawati Mohd; Rosa, Naili
al-Balagh : Jurnal Dakwah dan Komunikasi Vol. 10 No. 1 (2025): June 2025
Publisher : Fakultas Ushuluddin dan Dakwah UIN Raden Mas Said Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22515/albalagh.v10i1.11024

Abstract

Religious teachings are increasingly disseminated through digital media, particularly among Indonesia’s Generation Z, who actively engage with platforms like Instagram. However, existing studies primarily focus on the effectiveness of digital da’wah rather than how Gen Z interprets and internalizes religious content in these spaces. Addressing this gap, this study examines how Gen Z constructs meaning from digital da’wah through an ethnographic analysis of the Instagram accounts @yukngajipku and @yukngajijogja over a one-year period (January–December 2023), analyzing 297 and 369 posts, respectively. Findings reveal three key themes: the visualization of religious joy, where Islamic teachings are presented engagingly; volunteerism as a marker of religious observance, emphasizing activism as a faith-driven commitment; and the intimacy of the hijrah community, fostering a sense of belonging. Unlike previous studies focused on message dissemination, this research highlights the identity-shaping role of digital da’wah, demonstrating that Gen Z actively engages in religious meaning-making. The findings offer practical implications for digital da’wah practitioners, emphasizing the need for engaging, visually driven, and community-oriented content to sustain youth involvement. For religious educators, this study underscores the importance of incorporating interactive and relatable digital strategies to enhance religious learning. Policymakers can utilize these insights to develop media literacy initiatives that equip Gen Z with the critical thinking skills necessary to navigate digital religious content responsibly.
Co-Authors Likha Sari Anggreni Noor Afy Shovmayanti Rika Lusri Virga, Rika Lusri Yudie Aprianto Yusoff, Rahmawati Mohd