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All Journal Jurnal The Messenger Publish : Basic and Applied Research Publication on Communications
Badari Burhan, Ahmad
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Languange, Linguistic, Communication & Media Social Sciences Other

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Marketing Communications Across Generations: Insight from Indonesia’s Online Marketplaces Rachbini, Widarto; Anggraeni, Diana; Badari Burhan, Ahmad; Sovianti, Rina; Rahmawati, Emi
Jurnal The Messenger Vol. 17 No. 1 (2025): January-April
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/themessenger.v17i1.11832

Abstract

This study explores the complex dynamics of online consumer behavior in Indonesia's online marketplaces, particularly focusing on how hedonic and utilitarian browsing, alongside electronic word-of-mouth (eWOM), impact e-satisfaction and e-loyalty. Grounded in theoretical frameworks like the Technology Acceptance Model (TAM), Expectancy-Disconfirmation Model (EDM), and Social Influence Theory (SIT), the research investigates the varying behaviors across different age groups—Millennials, Generation X, and Baby Boomers. Using a quantitative approach, data was collected via online surveys targeting active marketplace users. The findings reveal distinct generational responses: Millennials and Generation X exhibit stronger associations between browsing behaviors and positive electronic outcomes, such as e-satisfaction, eWOM, and e-loyalty, compared to Baby Boomers. The study underscores the role of marketing communications in fostering positive consumer experiences, highlighting that tailored, segment-specific strategies are essential for improving brand loyalty. Millennials are more influenced by personalized and engaging content, while Generation X values practicality and reliability, and Baby Boomers prioritize trust and customer service. This research provides empirical insights into how businesses can leverage marketing communications to enhance consumer satisfaction and loyalty. The study also offers practical recommendations for businesses to optimize their strategies in Indonesia’s competitive online marketplace by addressing the unique preferences of different generational cohorts. Future research should investigate additional factors influencing consumer behavior and evaluate the long-term effectiveness of segment-specific marketing approaches.
Evaluasi Komunikasi Strategis pada Organisasi Non-Profit Rachmawati Putri, Rifky; Badari Burhan, Ahmad
Publish: Basic and Applied Research Publication on Communications Vol. 2 No. 1 (2023)
Publisher : Fakultas Ilmu Komunikasi Universitas Pancasila

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35814/publish.v2i1.4960

Abstract

Penggunaan KB pria kontrasepsi vasektomi tiap hari menurun dibandingkan kontrasepsi pria lainnya. Hal ini dikarenakan menyebarnya mitos dan informasi yang salah. Maka dari itu, BKKBN melakukan komunikasi strategis untuk meningkatkan penggunaan kontrasepsi vasektomi. Tujuan penelitian ini adalah untuk mengetahui komunikasi strategis yang dilakukan oleh BKKBN dalam program KB Pria khususnya penggunaan kontrasepsi vasektomi. Penelitian ini menggunakan paradigma postpositivisme dengan pendekatan kualitatif jenis deskriptif. Tujuan dari penelitian ini merujuk pada proses komunikasi strategis di organisasi non-profit milik Patterson dan Radtke (2009). Teori yang digunakan adalah Teori Manajemen Strategis. Teknik pengumpulan data melalui wawancara dan dokumentasi. Teknik analisis data dilakukan dengan verifikasi data dan pendalaman data. Hasil penelitian ini menunjukkan bahwa BKKBN melakukan lima bentuk komunikasi, yaitu: tatap muka, cetak, audio, video dan elektronik untuk menyebarluaskan informasi mengenai kontrasepsi vasektomi sehingga dapat memotivasi khalayak ikut serta dalam program KB pria kontrasepsi vasektomi.
Co-Authors Anggraeni, Diana Emi Rahmawati Rachmawati Putri, Rifky Sovianti, Rina