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All Journal Jurnal Komunikasi Islam (J-KIs)
Anggi Widia Khairunnisa
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Religion Languange, Linguistic, Communication & Media

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Pengaruh Copywriting “Kaya Ada Manis-Manisnya” pada Konten Promosi Le Minerale terhadap Keputusan Pembelian Konsumen Novita Lestiani; Hudi Santoso; Suparman; Nabhila Manisya; Anggi Widia Khairunnisa
Bahasa Indonesia Vol 6 No 1 (2025): J-Kis: Jurnal Komunikasi Islam Juni 2025
Publisher : Program Studi Komunikasi dan Penyiaran Islam IAI Pangeran Diponegoro Nganjuk

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53429/j-kis.v6i1.1212

Abstract

The influence of creative copywriting in promotional content has grown increasingly significant in today’s competitive market. This study aims to explore how the copywriting phrase “Kaya Ada Manis-Manisnya” in Le Minerale’s promotional content impacts consumer purchasing decisions. Using the AIDA model (Attention, Interest, Desire, Action) and consumer purchasing decision theory, the research analyzes the effects of this copywriting on consumer motivation, perception, attitude, reference groups, and social status. A quantitative descriptive-analytic approach is employed, with a survey conducted among 93 students from the Digital Communication and Media at IPB University’s Vocational School. Data analysis through simple linear regression reveals a significant influence of Le Minerale’s copywriting on purchasing decisions, with the model explaining 67% of the variation in purchase behavior. This research highlights the importance of emotionally engaging copywriting in building brand preference and provides insights for Le Minerale to enhance future marketing strategies. Furthermore, effective copywriting can enhance consumer trust, particularly when it resonates with personal and social value.
Efektivitas Film Dua Garis Biru dalam Meningkatkan Kesadaran Pendidikan Seksual Remaja Lestari, Winda; Suparman; Sutisna Riyanto; Leonard Dharmawan; Anggi Widia Khairunnisa
Bahasa Indonesia Vol 6 No 1 (2025): J-Kis: Jurnal Komunikasi Islam Juni 2025
Publisher : Program Studi Komunikasi dan Penyiaran Islam IAI Pangeran Diponegoro Nganjuk

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53429/j-kis.v6i1.1216

Abstract

Sex education is becoming an increasingly important issue among Indonesian teenagers, especially with the widespread use of the internet and social media as primary sources of information. Data shows that teenagers knowledge of sex education remains low, while teenage pregnancy rates and the risk of sexually transmitted diseases continue to rise. The film Dua Garis Biru, which addresses the themes of teenage pregnancy and the importance of sex education, has the potential to serve as an educational medium for teenagers. This study aims to assess the effectiveness of the film Dua Garis Biru in enhancing teenagers understanding of sex education and to explore the influence of social norms on changes in their attitudes. The study employs a pre-experimental method with a one-group pretest-posttest design and involves 30 students from SMA Negeri 2 Plus Panyabungan watching the film. Moreover, social factors related to personal, environmental, and behavioral contexts were found to have a significant influence on student perspectives and attitudes towards sex education. Abstrak Abstrak Pendidikan seksual menjadi isu yang semakin penting di kalangan remaja Indonesia, terutama dengan semakin luasnya penggunaan internet dan media sosial sebagai sumber utama informasi. Data menunjukkan bahwa pengetahuan remaja mengenai pendidikan seksual masih rendah, sementara angka kehamilan remaja dan risiko penyakit menular seksual semakin meningkat. Film Dua Garis Biru, yang mengangkat tema kehamilan remaja dan pentingnya pendidikan seksual, memiliki potensi sebagai media edukasi bagi remaja. Penelitian ini bertujuan untuk menilai efektivitas film Dua Garis Biru dalam meningkatkan pemahaman pendidikan seksual di kalangan remaja serta mengeksplorasi pengaruh norma sosial terhadap perubahan sikap mereka. Penelitian menggunakan metode pre-eksperimental dengan desain one-group pretest-posttest dan melibatkan 30 siswa SMA Negeri 2 Plus Panyabungan sebagai subjek penelitian. Hasil penelitian menunjukkan adanya peningkatan signifikan dalam pemahaman siswa tentang pendidikan seksual setelah menonton film tersebut. Selain itu, faktor sosial dari personal, lingkungan, dan perilaku terbukti memiliki pengaruh signifikan terhadap pandangan dan sikap siswa terhadap pendidikan seksual.
Pengaruh Copywriting “Kaya Ada Manis-Manisnya” pada Konten Promosi Le Minerale terhadap Keputusan Pembelian Konsumen Novita Lestiani; Hudi Santoso; Suparman; Nabhila Manisya; Anggi Widia Khairunnisa
Bahasa Indonesia Vol 6 No 1 (2025): J-Kis: Jurnal Komunikasi Islam Juni 2025
Publisher : Program Studi Komunikasi dan Penyiaran Islam IAI Pangeran Diponegoro Nganjuk

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53429/j-kis.v6i1.1212

Abstract

The influence of creative copywriting in promotional content has grown increasingly significant in today’s competitive market. This study aims to explore how the copywriting phrase “Kaya Ada Manis-Manisnya” in Le Minerale’s promotional content impacts consumer purchasing decisions. Using the AIDA model (Attention, Interest, Desire, Action) and consumer purchasing decision theory, the research analyzes the effects of this copywriting on consumer motivation, perception, attitude, reference groups, and social status. A quantitative descriptive-analytic approach is employed, with a survey conducted among 93 students from the Digital Communication and Media at IPB University’s Vocational School. Data analysis through simple linear regression reveals a significant influence of Le Minerale’s copywriting on purchasing decisions, with the model explaining 67% of the variation in purchase behavior. This research highlights the importance of emotionally engaging copywriting in building brand preference and provides insights for Le Minerale to enhance future marketing strategies. Furthermore, effective copywriting can enhance consumer trust, particularly when it resonates with personal and social value.
Efektivitas Film Dua Garis Biru dalam Meningkatkan Kesadaran Pendidikan Seksual Remaja Lestari, Winda; Suparman; Sutisna Riyanto; Leonard Dharmawan; Anggi Widia Khairunnisa
Bahasa Indonesia Vol 6 No 1 (2025): J-Kis: Jurnal Komunikasi Islam Juni 2025
Publisher : Program Studi Komunikasi dan Penyiaran Islam IAI Pangeran Diponegoro Nganjuk

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53429/j-kis.v6i1.1216

Abstract

Sex education is becoming an increasingly important issue among Indonesian teenagers, especially with the widespread use of the internet and social media as primary sources of information. Data shows that teenagers knowledge of sex education remains low, while teenage pregnancy rates and the risk of sexually transmitted diseases continue to rise. The film Dua Garis Biru, which addresses the themes of teenage pregnancy and the importance of sex education, has the potential to serve as an educational medium for teenagers. This study aims to assess the effectiveness of the film Dua Garis Biru in enhancing teenagers understanding of sex education and to explore the influence of social norms on changes in their attitudes. The study employs a pre-experimental method with a one-group pretest-posttest design and involves 30 students from SMA Negeri 2 Plus Panyabungan watching the film. Moreover, social factors related to personal, environmental, and behavioral contexts were found to have a significant influence on student perspectives and attitudes towards sex education. Abstrak Abstrak Pendidikan seksual menjadi isu yang semakin penting di kalangan remaja Indonesia, terutama dengan semakin luasnya penggunaan internet dan media sosial sebagai sumber utama informasi. Data menunjukkan bahwa pengetahuan remaja mengenai pendidikan seksual masih rendah, sementara angka kehamilan remaja dan risiko penyakit menular seksual semakin meningkat. Film Dua Garis Biru, yang mengangkat tema kehamilan remaja dan pentingnya pendidikan seksual, memiliki potensi sebagai media edukasi bagi remaja. Penelitian ini bertujuan untuk menilai efektivitas film Dua Garis Biru dalam meningkatkan pemahaman pendidikan seksual di kalangan remaja serta mengeksplorasi pengaruh norma sosial terhadap perubahan sikap mereka. Penelitian menggunakan metode pre-eksperimental dengan desain one-group pretest-posttest dan melibatkan 30 siswa SMA Negeri 2 Plus Panyabungan sebagai subjek penelitian. Hasil penelitian menunjukkan adanya peningkatan signifikan dalam pemahaman siswa tentang pendidikan seksual setelah menonton film tersebut. Selain itu, faktor sosial dari personal, lingkungan, dan perilaku terbukti memiliki pengaruh signifikan terhadap pandangan dan sikap siswa terhadap pendidikan seksual.
Co-Authors HUDI SANTOSO Leonard Dharmawan lestari, winda Nabhila Manisya Novita Lestiani Suparman Sutisna Riyanto