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All Journal JURNAL PUSTAKA KOMUNIKASI Moestopo International Review on Social, Humanities, and Sciences (MIRSHuS) Jurnal Dinamika Ilmu Komunikasi
Sangun, Enisar
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Humanities Languange, Linguistic, Communication & Media Social Sciences

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PENGARUH STRATEGIC MARKETING PUBLIC RELATIONS TERHADAP BRAND AWARENESS DAN MINAT BELI (Studi Pada Followers Akun Instagram Brand Stimuno Indonesia Pada Produk Stimuno Forte Pasca Pandemi) Aripin, Muhamad Zainal; Sari, Yunita; Sangun, Enisar
Jurnal Dinamika Ilmu Komunikasi Vol 9, No 2 (2023)
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/dinamika.v9i2.4285

Abstract

Penelitian ini bertujuan untuk mengeksplorasi pengaruh Strategic Marketing Public Relations terhadap Brand Awareness dan Minat Beli pada produk Stimuno Forte pasca pandemi dengan mengambil studi pada followers akun Instagram Brand Stimuno Indonesia. Metode survei digunakan untuk mengumpulkan data dari 400 followers yang telah menggunakan produk Stimuno Forte setelah masa pandemi melalui kuesioner online. Analisis data menunjukkan korelasi positif dan signifikan antara Strategic Marketing Public Relations dengan Brand Awareness dan Minat Beli. Variabel Strategic Marketing Public Relations memberikan kontribusi yang cukup kuat dalam menjelaskan variasi dari Brand Awareness dan Minat Beli, dengan koefisien determinasi masing-masing sebesar 16.5% dan 43.5%. Temuan ini menegaskan pentingnya peran Strategic Marketing Public Relations dalam meningkatkan Brand Awareness dan Minat Beli pada produk pasca pandemi. Hasil penelitian ini memberikan panduan bagi perusahaan dalam merencanakan strategi komunikasi yang lebih efektif untuk memperkuat citra merek dan mempengaruhi keputusan pembelian konsumen. Kontribusi ini diharapkan dapat membantu Stimuno Indonesia dan perusahaan lainnya dalam membangun kepercayaan konsumen dan kesuksesan merek di tengah perubahan situasi pascapandemi.
EXPOSURE TO TOURISM CONTENT AND TOURIST VISIT INTERESTS OF INSTAGRAM FOLLOWERS @EXPLOREBANDUNG Nabilah, Hasna; Sangun, Enisar; Damayanti, Novita
Moestopo International Review on Social, Humanities, and Sciences Vol. 5 No. 1 (2025)
Publisher : Universitas prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/mirshus.v5i1.121

Abstract

This study aims to analyze the extent to which the frequency, duration, and attention to exposure to @explorebandung's Instagram content influence tourism visit interest. Using a quantitative approach with a survey method, this study involved 150 respondents to collect data, which was then analyzed using simple regression techniques. The findings indicate that the three aspects of tourism content exposure frequency, duration, and attention significantly influence a person's interest in visiting a tourist destination. Furthermore, the results of the coefficient of determination test reveal that 34.2% of visit interest is influenced by exposure to tourism content, while the remaining 65.8% is determined by other factors not examined in this study. These findings emphasize that social media, particularly Instagram, plays an important role in shaping tourists' decision-making processes. Thus, this study reinforces that the alternative hypothesis can be accepted, proving that exposure to social media content has a significant impact on tourists' decisions. Additionally, this research successfully achieves its objectives and provides insights into how social media can be effectively utilized as a marketing strategy in the tourism industry.
Pengaruh Isu Politik, Desain Pesan, Media Komunikasi dan Gangguan Media Komunikasi Terhadap Partisipasi Politik Jannah, Anata; Sangun, Enisar; Prasetya, Hendri
Jurnal Pustaka Komunikasi Vol 6, No 2 (2023): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v6i2.3420

Abstract

This research was inspired by the phenomenon of low political participation associated with political messages in the mass media. The purpose of this study was to determine the effect of political issues, message design, communication media and communication media disturbances on political participation. This study used a quantitative method by distributing questionnaires to 106 respondents at SMAN 2 Lumajang. The Data was processed using Smart PLS. The results of the study stated that the three variables, political issues, message design and political communication disturbances had no effect on political participation. Only the communication media variable has an effect of 38% on political participation. Simultaneously, the variable message issue, message design, communication media and communication media disturbance have an effect of 21.5 percent on political participation. The remaining 78.5% of political participation variables are influenced by other variables outside of this study.
Co-Authors Aripin, Muhamad Zainal Jannah, Anata Nabilah, Hasna Novita Damayanti Prasetya, Hendri Yunita Sari