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All Journal Scriptura Coverage: Journal of Strategic Communication Kalbiscientia Jurnal Sains dan Teknologi Jurnal Visi Komunikasi Kalbisocio: Jurnal Bisnis dan Komunikasi Prospect: Jurnal Pemberdayaan Masyarakat Journal Community Service Consortium Prapanca : Jurnal Abdimas Proceeding of International Conference on Entrepreneurship (IConEnt) KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Astuti, Prida Ariani Ambar
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Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Social Sciences Other

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Konten TikTok Kesehatan Mental dan Dampaknya Terhadap Pengetahuan Mengenai Toxic Relationship Helsa, Helsa; Astuti, Prida Ariani Ambar
KALBISCIENTIA Jurnal Sains dan Teknologi Vol. 11 No. 01 (2024): Sains dan Teknologi
Publisher : Research and Community Service UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/kalbiscientia.v11i01.3546

Abstract

Mental health is often disregarded because it does not involve physical pain. However, it is just as important as physical health, and many Indonesians still need to understand it fully. To address this issue, a research study was conducted to examine how mental health content on TikTok affects Generation Z's understanding of toxic relationships. The study analyzed the TikTok account @sundarindah, which posted content about toxic relationships between January and November 2023 and used Uses and Gratification theory to analyze research findings. The study used an explanatory survey with a quantitative approach and a positivistic paradigm. The findings indicate that there is a positive correlation between mental health content and knowledge about toxic relationships. However, the study also found that the impact of TikTok content on mental health was moderate. The findings of this study are understandable because the mass audience can no longer be seen as passive recipients of any message conveyed through the media. Audiences now actively choose media that can fulfill their needs and desires. However, TikTok has become an attractive medium for Generation Z because of its audio-visual advantages. The information conveyed through this account is casual and has entertainment elements.
Faktor Penentu Brand Trust Pada Oronamin C Melalui Brand Image Astuti, Prida Ariani Ambar; Deanra, Tresia
KALBISOCIO Jurnal Bisnis dan Komunikasi Vol. 11 No. 2 (2024): KALBISOCIO Jurnal Bisnis dan Komunikasi
Publisher : Research and Community Service UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/kalbisocio.v11i2.4362

Abstract

A brand is an essential element for a company in building trust and image. Therefore, many methods can be used, one of which is using brand ambassadors and increasing brand awareness. This research aims to identify and analyze the extent to which the influence of brand ambassadors Vincent and Desta, then brand awareness affects brand trust though the brand image of oronamin C. A positivist paradigm with a quantitative approach is used in this study, with an explanatory survey method conducted on Instagram followers of @oronaminc.id. The collected data was then processed using the SmartPLS 3.2.9 analysis tool with the Structural Equation Modelling (SEM)-PLS method. The results of this study show that brand ambassadors do not directly significantly influence brand trust. However, brand ambassadors significantly influence brand trust through the brand image formed on the Oronamin C product with value of 10.9%. Meanwhile, brand awareness has a direct significant impact on brand trust with value of 41,9% and significantly influences brand trust through the brand image with value of 25,1%
Winning the Stream War: An Empirical Comparison of Netflix and Disney+ Hotstar in the Indonesian Market Sanjaya Budi Santoso; Prida Ariani Ambar Astuti
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The advancement of digital technology has transformed consumer behavior in accessing entertainment, with subscription video-on-demand (SVOD) services emerging as a dominant choice. This study compares Indonesian consumers’ perceptions of two leading SVOD platforms, Netflix and Disney+ Hotstar, across five key variables: user experience, subscription price, intention to subscribe, customer satisfaction, and customer loyalty. A quantitative approach was employed using purposive sampling, involving 180 respondents who had subscribed to both services within the past 12 months. Data were analyzed using SPSS and the non-parametric Wilcoxon Signed-Rank Test. Results reveal significant differences across all variables, with Netflix scoring higher than Disney+ Hotstar in each. These findings indicate that Netflix outperforms Disney+ Hotstar in delivering superior user experience, value for price, subscription intention, customer satisfaction, and loyalty among Indonesian consumers. This aligns with consumer behavior and marketing theories highlighting the influence of experience, pricing, and motivation on satisfaction and loyalty
Reevaluating Brand Power: The Dominant Influence of Word of Mouth and Price in Health Product Purchases Helsi Dominggus; Prida Ariani Ambar Astuti
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The rising prevalence of diabetes in Indonesia has increased the demand for low-calorie sweetener products such as Diabetasol. However, despite ranking second in the Top Brand Index, its market share has declined over the past five years. This study aims to analyze the influence of brand image, price, and word of mouth on Diabetasol purchase decisions, with purchase intention as a mediating variable. Using a quantitative approach, data were collected through a structured questionnaire survey among members of the Indonesian Diabetes Association (PERSADIA) and analyzed using multiple linear regression, t-tests, F-tests, and the Sobel test. The results indicate that, simultaneously, the three independent variables significantly affect both purchase intention and purchase decisions. Only price and word of mouth directly affect both dependent variables; brand image has no significant direct impact. Purchase intention was found to mediate the influence of price and word of mouth on purchase decisions. These findings, analyzed based on consumer behavior and marketing communication theories, highlight the importance of pricing strategies aligned with perceived value and leveraging consumer testimonials to strengthen purchase decisions.
Wired to Change: The Role of Digital Messaging in Boosting EV Awareness Among Indonesian Millennials Alicia Angelina Baso; Prida Ariani Ambar Astuti
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

In response to the global climate crisis, electric vehicles (EVs) have emerged as a sustainable alternative to gasoline-powered transportation. In Indonesia, PT PLN has leveraged Instagram to promote EV awareness among millennials. This study investigates the effectiveness of PLN’s digital messaging in enhancing awareness and shaping attitudes toward EVs. Using a quantitative survey method with 100 respondents aged 22–42, this research measures the relationship between message exposure, awareness, and attitude. Findings reveal that exposure to digital content significantly boosts both awareness and attitude, with awareness having a stronger impact. Regression analysis supports all four hypotheses, confirming that visual, informative, and relevant Instagram content leads to greater cognitive engagement and positive perception of EVs. The study underscores the role of social media in environmental communication, affirming the Elaboration Likelihood Model’s applicability in digital campaigns. These insights offer theoretical contributions to persuasion and consumer behavior studies, while also providing practical guidance for public-sector digital campaign strategies in emerging markets.
Pengaruh Konten Giveaway Merchandise Blackpink pada Official Instagram @oreo_indonesia terhadap Citra Merek Oreo Kurnia, Nabila Indriafly; Astuti, Prida Ariani Ambar
KALBISIANA Jurnal Sains, Bisnis dan Teknologi Vol. 11 No. 4 (2025): Kalbisiana
Publisher : UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/m026h632

Abstract

Oreo is a brand that collaborates with a Korean girl group, Blackpink. Through the distribution of giveaway merchandise content on the official Instagram @oreo_indonesia. This collaboration through Blackpink merchandise that encourages researchers to find out the effect of Blackpink merchandise giveaway content on the Oreo brand image. This research uses a quantitative approach by conducting a survey of @oreo_indonesia Instagram followers. Using a simple linear regression test, it is known with a positive direction of influence. Which means, if the giveaway content increases, the brand image will also increase. The content indicators that most influence brand image are visual poster indicators that can cause long-term effects or central routes as one of the routes stated in the theory of the Elaboration Likelihood Model.
Developing a Brand Image Using Giveaway Merchandise: Survey of Official Oreo Instagram Followers Prida Ariani Ambar Astuti
Jurnal Visi Komunikasi Vol. 25 No. 01 (2026): MEI 2026
Publisher : Universitas Mercu Buana

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Abstract

The success of a company's marketing strategy depends mainly on its brand image. Consumers rely on the brand image to evaluate products or brands. The more favorable the brand image, the more interested and attentive consumers will be towards the product or brand. Oreo is one such brand that partnered with the Korean girl group Blackpink to share giveaway merchandise content on their official Instagram account @oreo_indonesia. A quantitative survey was conducted among Instagram followers of @oreo_indonesia, which revealed a positive and robust impact between the giveaway content and Oreo's brand image. The visual cues in the content significantly influenced brand image, as respondents were already familiar with Oreo's strengths, advantages, and uniqueness. Additionally, the language used in the content piqued the audience's interest in the collaboration and the Oreo brand. Therefore, the research findings demonstrate that Oreo can create a compelling message that motivates consumers to participate in the Blackpink Merchandise Giveaway program. Keywords: brand image, giveaway, merchandise, oreo, Blackpink
Co-Authors Agathon Agnar Ramadhan Alicia Angelina Baso Alifia Widya Febbyani Ayralfath Adryanadi Danny Alfaridzi Deanra, Tresia Dwiky Nurfiansyah Febbyani, Alifia Widya Grace Putri Amelia Hangsing, P. Helsa, Helsa Helsi Dominggus Iqbal Athallariq, Muhammad Islamiyah, Jihan Shohwatul Jihan Shohwatul Islamiyah Kurnia, Nabila Indriafly Muhammad Iqbal Athallariq Nurfiansyah, Dwiky Prayogo Maulana Putra, Teguh Satria Ode Rahman Hakim Averus Sanjaya Budi Santoso Simanjuntak, Sandra Gordiola Teguh Satria Ode Putra Tresia Deanra