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All Journal MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Jurnal Indonesia Sosial Teknologi
Wijaya, Lukita
Unknown Affiliation
Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences

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Celebrity Endorsements in Politics: a Systematic Literature Review Wijaya, Lukita
MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Vol 5 No 1 (2024): January
Publisher : P3M Politeknik Negeri Media Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46961/mediasi.v5i1.1002

Abstract

This research utilizes the Systematic Literature Review (SLR) method to analyze the development of the concept of celebrity endorsement in politics and its influence on voter preferences. The results of the analysis indicate that celebrities play a significant role in shaping the political preferences of their fans. Initially unidimensional, the concept has evolved into a multidimensional phenomenon. The popularity of celebrities, originally limited to products and brands, now extends to the political realm, creating a convergence between the entertainment and political spheres. The research focuses on the ability of celebrity endorsers to alter consumer attitudes, particularly in the context of political marketing. The conclusion of this study affirms that celebrity participation in politics is increasingly relevant, enhancing potential support, and establishing a more crucial role in the political arena.
Analysis of the Cultural Dimensions of Indonesian People on Purchase Decisions: A Case Study of Karen's Diner Restaurant in Indonesia Amaliadanti, Atikah; Ernungtyas, Niken Febrina; Wijaya, Lukita
Jurnal Indonesia Sosial Teknologi Vol. 5 No. 6 (2024): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v5i6.1127

Abstract

This study uses a constructivist paradigm and a qualitative approach to analyse six elements of Hofstede's Cultural Dimensions Theory. Data analysis was taken from four viral tweets collected with the keyword Karen's Diner on Twitter from December 15 to 22, 2022. The study results show that six elements of the Cultural Dimensions Theory are inherent in Indonesian consumers, so they oppose the concept of service presented by Karen's Diner. The element of power distance applies where most Indonesian people have been instilled with the idea that "the buyer is the king", so they do not tolerate the slightest bad action done by the seller. Uncertainty avoidance applies when the Indonesian people protest and urge Karen's Diner Indonesia to make clear written regulations and improve the restaurant's service procedures. The element of masculinity or femininity is represented by netizens who think the restaurant's existence will disappear quickly amid competition in the dynamic Indonesian F&B industry. The Long Term vs Short Term Orientation element applies where the public considers the concept of Karen's Diner Indonesia service intolerable and raises concerns about behavioural deviations in the future. The Indulgence vs Restraint element is represented by people who oppose things that can potentially offend Eastern norms, one of which is product marketing.
Co-Authors Amaliadanti, Atikah Ernungtyas, Niken Febrina