Article Per Year (5 Year)
p-Index From 2020 - 2025
2.475
P-Index
This Author published in this journals
All Journal Scriptura Jurnal Profetik Coverage: Journal of Strategic Communication Kalbiscientia Jurnal Sains dan Teknologi Kalbisocio: Jurnal Bisnis dan Komunikasi Prospect: Jurnal Pemberdayaan Masyarakat Scriptura : Jurnal Ilmiah Journal Community Service Consortium Prapanca : Jurnal Abdimas Proceeding of International Conference on Entrepreneurship (IConEnt)
Astuti, Prida Ariani Ambar
Unknown Affiliation
Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Social Sciences Other

Published : 17 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 17 Documents
Search

 1   2 
The Grandeur of Indonesian Culture: Analyzing Audience Responses to Indonesia’s Cultural Showcase at the G20 Gala Astuti, Prida Ariani Ambar; Mahrid, Laila
Scriptura Vol. 15 No. 1 (2025): JULY 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.15.1.39-49

Abstract

This study analyzes audience perceptions of the Cultural Performance G20 broadcast on Kompas TV’s YouTube channel as a medium for transmitting Indonesia’s cultural diversity values. Employing a quantitative approach with a descriptive survey method, the research involved 100 respondents who are subscribers of Kompas TV on YouTube. The findings reveal that viewers have a positive perception of the broadcast, particularly on the cultural voice-over, which effectively highlights the richness of Indonesian culture. The results indicate that creatively packaged audio-visual content with strong narratives, visuals, and high-quality audio can enhance audience appreciation of cultural diversity. Based on the Uses and Gratification theory, the broadcast fulfills audience needs for information, entertainment, and personal identity, especially among Generation Z, which dominates the respondents.
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.
Online Shopping Transformation: The Impact of Virtual Events on Brands Gianina Amanda Azahra; Astuti, Prida Ariani Ambar; Antonius Widi Herdianto; Roel Hangsing
Profetik: Jurnal Komunikasi Vol. 17 No. 1 (2024): Vol. 17 No. 1 (2024)
Publisher : Faculty of Social Sciences and Humanities Universitas Islam Negeri Sunan Kalijaga Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14421/xyqs0q56

Abstract

Tokopedia needs an effective communication strategy to establish a strong and positive brand image. One of their efforts towards this is to create a brand experience through the virtual event of the Tokopedia WIB TV Show. This study aimed to analyze the impact of brand experience on Tokopedia’s brand image through this virtual event on YouTube. The study also aimed to identify the key indicators of brand experience, namely sensorial, emotional, intellectual, and behavioral, which have the most important influence on brand image. This study used a quantitative approach and survey research methods, and the analysis was based on the theory of the communication persuasion matrix. The findings showed a strong correlation between brand experience through the virtual Tokopedia WIB TV Show on YouTube and Tokopedia’s brand image. Furthermore, it was observed that an increase in brand experience has led to a positive increase in brand image. The four indicators of brand experience are integral to influencing brand image and cannot be viewed as separate entities.
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

Show Abstract | Download Original | Original Source | Check in Google Scholar

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

Show Abstract | Download Original | Original Source | Check in Google Scholar

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

Show Abstract | Download Original | Original Source | Check in Google Scholar

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.
Co-Authors Agathon Agnar Ramadhan Alicia Angelina Baso Alifia Widya Febbyani Antonius Widi Herdianto Ayralfath Adryanadi Danny Alfaridzi Deanra, Tresia Dwiky Nurfiansyah Febbyani, Alifia Widya Gianina Amanda Azahra Grace Putri Amelia Hangsing, P. Helsa, Helsa Helsi Dominggus Iqbal Athallariq, Muhammad Islamiyah, Jihan Shohwatul Jihan Shohwatul Islamiyah Mahrid, Laila Muhammad Iqbal Athallariq Nurfiansyah, Dwiky Prayogo Maulana Putra, Teguh Satria Ode Rahman Hakim Averus Roel Hangsing Sanjaya Budi Santoso Simanjuntak, Sandra Gordiola Teguh Satria Ode Putra Tresia Deanra