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All Journal Jurnal Ilmu Pemerintahan, Administrasi Publik, dan Ilmu Komunikasi (JIPIKOM) Primary Journal of Multidisciplinary Research
Satria, Dimas
Unknown Affiliation
Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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The Influence of Social Media and Lifestyle on Purchasing Decisions of Toko Kami Coffee Mediated by Brand Awareness Satria, Dimas; Listiana, Erna; Ahmadi, Ahmadi; Barkah, Barkah; Fitriana, Ana
Primary Journal of Multidisciplinary Research Vol. 1 No. 3 (2025): Primary Journal of Multidisciplinary Research, June 2025
Publisher : Lembaga Publikasi Ilmiah Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70716/pjmr.v1i3.201

Abstract

This study aims to identify the impact of marketing through social media and lifestyle on purchasing decisions, with brand awareness as a connecting variable. The research design applied is causal research. A total of 220 Toko Kami consumers in Pontianak City were asked to fill out a questionnaire to collect data. The measurement model and structure of the research construct that is being developed are then analyzed using the Structural Equation Modeling (SEM) approach with the help of Smart PLS 4.0 statistical software. The findings of the study prove that Social Media Lifestyle Marketing and Lifestyle have a positive and significant effect on Purchase decisions and Brand Awa5reness. In addition, these two variables also affect Purchase Social media marketing decisions directly and indirectly, with Brand Awareness acting as a mediator. Brand Awareness also plays an important role, both as a direct factor and as a mediator in the relationship between Social Media and purchase decisions. This indicates that building strong brand awareness through consumer experiences will have a positive impact on loyalty and repurchase interest. This research is expected to provide valuable insights for business actors in developing effective marketing strategies in the digital era.
Komunikasi Persuasif Unit Transfusi Darah Palang Merah Indonesia Dalam Meningkatkan Jumlah Pendonor Bagi Pasien Pertolongan Kecelakaan Lalu Lintas Satria, Dimas; Syafrizaldi, Syafrizaldi
Jurnal Ilmu Pemerintahan, Administrasi Publik, dan Ilmu Komunikasi (JIPIKOM) Vol 7, No 2 (2025): JIPIKOM OKTOBER
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/jipikom.v7i2.6536

Abstract

This study aims to describe the persuasive communication strategies implemented by the Blood Transfusion Unit (UTD) of the Indonesian Red Cross (PMI) in increasing the number of blood donors, particularly for traffic accident patients who require immediate and urgent blood transfusions. The research employed a qualitative approach through library research. Data were obtained from a variety of written sources, including books, articles, journals, research reports, and official documents relevant to the research topic. Data analysis was conducted using Miles and Huberman’s interactive model, which consists of data reduction, data display, and conclusion drawing. The findings reveal that PMI’s persuasive communication strategies are largely carried out through the AIDDA model (Attention, Interest, Desire, Decision, and Action), which effectively captures public attention, fosters interest, builds desire, strengthens decision-making, and encourages concrete actions in the form of blood donation. In addition, PMI also applies a psychodynamic approach, combining cognitive (rational) and emotional (affective) aspects in persuasive messages delivered to the public. This strategy has proven effective in raising awareness and encouraging greater participation in voluntary blood donation, ultimately ensuring sufficient blood availability for traffic accident patients. The study highlights the significant role of persuasive communication in PMI’s humanitarian mission, emphasizing that the application of appropriate communication strategies can serve as a key factor in overcoming the challenges of low public awareness toward voluntary blood donation.
Co-Authors AHMADI Ana Fitriana Barkah, Barkah Erna Listiana Syafrizaldi, Syafrizaldi