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All Journal JKMS : Jurnal Ilmu Komunikasi Journal Analytica Islamica IKRA-ITH EKONOMIKA International Journal of Economics and Management Research
Rizqiana, Dyah Seruni
Politeknik Negeri Medan
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Literature Review: The Role of Media in Integrated Marketing Communication (IMC) on Consumer Purchase Interest Rahma, An Nisa Dian; Yudha, Angga Tinova; Sembiring, Putri Sosanti; Rizqiana, Dyah Seruni
Journal Analytica Islamica Vol 14, No 1 (2025): ANALYTICA ISLAMICA
Publisher : Program Pascasarjana UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jai.v14i1.24858

Abstract

This study aims to examine the role of media in supporting Integrated Marketing Communication (IMC) in increasing consumer buying interest. The method used is a literature study with various academic sources and previous research reviewed related to consumer behavior, communication media, and IMC. The results of the study show that the media forms brand awareness, positive perceptions, and emotional relationships between customers and brands. The connection of messages across various media within the IMC framework has been shown to accelerate the customer's experience with the product, from the stage of knowing the product to making a purchase decision. Therefore, in contemporary marketing strategies, the strategic factors that increase purchase intention are good media selection, integration and management.
Analisis Peran Influencer dalam Promosi Event Budaya Festival Tao Toba Jou Jou 2025 melalui Tiktok Rizqiana, Dyah Seruni; Maharani, Blangi Intan
IKRAITH-EKONOMIKA Vol. 8 No. 2 (2025): IKRAITH-EKONOMIKA Vol 8 No 2 Juli 2025
Publisher : Universitas Persada Indonesia YAI

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Abstract

Penelitian ini bertujuan untuk menganalisis peran influencer dalam promosi Festival Tao Toba JouJou 2025 melalui platform TikTok. Di tengah perkembangan digital, media sosial menjadi alatefektif untuk menyebarkan informasi budaya secara luas, terutama kepada generasi muda. TikTok,sebagai platform yang menonjol dalam tren visual dan interaktif, dimanfaatkan influencer untukmembangun narasi promosi dengan pendekatan personal dan kreatif. Metode yang digunakanadalah kualitatif deskriptif dengan teknik observasi terhadap konten TikTok dari beberapainfluencer yang terlibat dalam promosi festival. Peneliti mengamati strategi naratif, gayakomunikasi, elemen budaya yang ditampilkan, serta respons audiens terhadap konten yangdipublikasikan. Hasil penelitian menunjukkan bahwa influencer menggunakan teknik visualstorytelling, simbol budaya lokal, serta komunikasi yang santai untuk menciptakan keterlibatanemosional dengan audiens. Interaksi parasosial yang dibangun mampu meningkatkan minataudiens untuk hadir dalam festival. TikTok juga berperan sebagai ruang ekspresi budaya modernyang efektif dalam memperkenalkan nilai-nilai lokal secara menarik.Penelitian ini menyimpulkan bahwa strategi promosi melalui influencer di TikTok efektif dalammembangun visibilitas dan ketertarikan terhadap event budaya, serta mendukung pelestarianbudaya dalam format digital yang relevan.
ANALYSIS OF INSTRUCTIONAL COMMUNICATION IMPROVING STUDENT SATISFACTION WITH TEACHING QUALITY IN STUDY PROGRAM OF D4 MEETING, INCENTIVE, CONVENTION, EXHIBITION (MICE) AT MEDAN STATE POLYTECHNIC Simbolon, Yohana Yulianti; Rizqiana, Dyah Seruni; Sembiring, Putri Sosanti; Maharani, Blangi Intan; Rahma, Annisa Dian
Jurnal Ilmu Komunikasi Vol 14 No 1 (2025): Jurnal Ilmu Komunikasi (JKMS)
Publisher : Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35967/jkms.v14i1.7649

Abstract

This study analyse the implementation of instructional communication by lecturers and its impact on student satisfaction levels in the D4 Meeting, Incentive, Convention, and Exhibition (MICE) Study Programme at the Medan State Polytechnic. This study employs a qualitative descriptive approach, with data collected through a closed-ended questionnaire. Instructional communication plays a crucial role in developing communicators' skills to understand the ongoing learning situation and adapt teaching strategies to meet students' needs as learners.  The research results indicate that instructional communication plays a very important role in enhancing student satisfaction with the quality of the learning process. Effective communication between lecturers and students, characterised by clear information delivery, the use of varied teaching methods, and the provision of constructive feedback, significantly contributes to increased student engagement and satisfaction during lectures. Some of the main challenges faced include instructors' difficulties in adapting teaching materials to the diverse backgrounds and abilities of students, as well as limited access to relevant and up-to-date reference sources in the field of MICE. These factors have the potential to reduce teaching effectiveness and, in turn, negatively impact student satisfaction if not addressed strategically. 
Interactive Marketing Communication through Live Commerce: A Pathway to Consumer Loyalty Ryndian Gusty; Poppy Wulandari; Ira Nur Dewita Siregar; Dyah Seruni Rizqiana; Dita Kartika Sari Hasibuan
International Journal of Economics and Management Research Vol. 4 No. 1 (2025): : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i1.454

Abstract

This study aims to explore the role of interactive marketing communication through live commerce in fostering consumer loyalty in Indonesia, with a specific focus on the Shopee Live platform. Despite the growing popularity of live commerce, limited interaction and a predominantly transactional approach in live broadcasts remain major obstacles to establishing long-term relationships between brands and consumers. Based on a comprehensive literature review, interactivity in live commerce has been shown to enhance consumer engagement and trust, which in turn influences emotional loyalty. However, most previous studies have primarily concentrated on transactional aspects, overlooking the significance of personal relationships in cultivating sustainable consumer loyalty. This research employs a qualitative approach through a systematic literature review to examine the phenomenon of interactivity on Shopee Live and its impact on consumer loyalty in the Indonesian context. The findings indicate that responsive and personalized interactive communication can reduce psychological distance between hosts and consumers, fostering emotional closeness that reinforces trust and consumer loyalty. This study fills a gap in the existing literature by emphasizing the critical role of emotional, social, and cultural dimensions in shaping consumer loyalty, particularly within the Indonesian market. The insights generated from this research offer practical implications for e-commerce businesses, especially Shopee, to leverage interactivity as a strategic marketing communication tool for building long-term relationships and brand loyalty.
Co-Authors Angga Tinova Yudha, Angga Dita Kartika Sari Hasibuan Gusty, Ryndian Ira Nur Dewita Siregar Maharani, Blangi Intan Poppy Wulandari Rahma, An Nisa Dian Rahma, Annisa Dian Sembiring, Putri Sosanti simbolon, yohana yulianti