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All Journal JKMS : Jurnal Ilmu Komunikasi Al-Kharaj: Journal of Islamic Economic and Business Ikomik: Jurnal Ilmu Komunikasi dan Informasi Priviet Social Sciences Journal
Purba, Ade Rasinta Herli Kristiani
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Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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The Influence of Integrated Marketing Communication Strategies on Enhancing the Adoption of GoPaylater Services Purba, Ade Rasinta Herli Kristiani; Syahlina, Maya; Wulandari, Poppy
IKOMIK: Jurnal Ilmu Komunikasi dan Informasi Vol. 5 No. 1 (2025): June
Publisher : Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33830/ikomik.v5i1.12109

Abstract

The development of financial technology in Indonesia has driven innovation in digital payment services, one of which is GoPaylater, developed by Gojek. This study aims to analyze the influence of integrated marketing communication (IMC) elements on the increase in the number of GoPaylater users. A quantitative approach was employed through a survey method involving 120 active users of the Gojek application in the city of Medan. The analysis results indicate that the elements of digital advertising, sales promotion, public relations, content marketing, and social media significantly influence the decision to use GoPaylater. The combination of digital advertising and sales promotion was found to be the most effective strategy in encouraging service adoption. These findings underscore the importance of implementing an integrated marketing communication strategy to enhance brand awareness, purchase intention, and consumer trust in paylater services. This study also identifies challenges in the implementation of IMC, such as the need to maintain message consistency across various communication channels. Strategic recommendations include increasing consumer education, optimizing promotional programs, strengthening public relations, maximizing the use of social media, and leveraging data-driven analysis to better understand user behavior. The results of this study are expected to serve as a reference for the development of digital marketing strategies in the financial services sector in Indonesia.
Post-acquisition TikTok and Tokopedia: Optimization marketing media to encourage entrepreneurship on Sumatra Island Wulandari, Poppy; Mawaddah; Purba, Ade Rasinta Herli Kristiani
Priviet Social Sciences Journal Vol. 5 No. 6 (2025): June 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i6.383

Abstract

This research investigates the potential of TikTok as a digital marketing platform for fostering entrepreneurship on Sumatra Island, Indonesia. The study addresses the gap in the current literature regarding the suboptimal use of digital marketing tools in the region, particularly TikTok, which remains under-utilized despite its potential to enhance entrepreneurial growth. Using a qualitative research approach, data was collected through in-depth interviews with six informants, three TikTok sellers and three affiliates from Aceh, North Sumatra, and West Sumatra. Findings indicate that TikTok serves as an effective and cost-efficient platform for entrepreneurs, offering a dual function as both an entertainment and shopping medium. However, the study reveals challenges, such as limited digital financial literacy and an underdeveloped application of marketing strategies on the island. The research contributes to understanding the dynamics of digital marketing adoption in Sumatra, highlighting the necessity of enhancing digital financial literacy and maximizing the use of the platform, for example, TikTok to boost entrepreneurial independence. The implications of this study suggest the importance of integrating digital tools in regional economic policies to foster inclusive growth. The study also acknowledges limitations such as the small sample size and the focused geographical scope which recommend future research with broader, more diverse samples and a mixed-methods approach to explore long-term business sustainability and the comparative effectiveness of various digital platforms.
Different Markets, Different Choices: Halal Certified Chicken Consumption Among Muslims in Taiwan and Indonesia Wulandari, Poppy; Hasibuan, Dita Kartika Sari; Sembiring, Putri Sosanti; Purba, Ade Rasinta Herli Kristiani; Ginting, Grace Desy Hanatasha
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.8059

Abstract

Purpose: This study investigates differences in purchasing decisions for halal-certified chicken between Muslim consumers in Indonesia and Taiwan. It explores the socio-cultural, institutional, psychological, and economic factors shaping consumer choices, while assessing the role of halal literacy and certification. Methods: A qualitative comparative design was applied, using semi-structured interviews with Muslim consumers in both countries. Purposive sampling was conducted in Indonesia, while snowball sampling was employed in Taiwan due to the smaller and dispersed Muslim population. Data were analyzed thematically with NVivo and ATLAS.ti, supported by secondary sources such as halal regulations and community initiatives. Results: Findings reveal that Indonesian consumers often rely on trust-based relationships with Muslim vendors and assume halalness as a cultural default, reducing the urgency of certification. In contrast, Taiwanese consumers emphasize halal logos and certification bodies as primary assurances of Sharia compliance and food safety. Affordability and social familiarity drive Indonesian preferences, while availability, institutional trust, and diaspora support dominate in Taiwan. Implications: The study highlights that halal consumption is influenced not only by religious obligations but also by broader socio-cultural and institutional contexts. Results underscore the need for stronger halal assurance for fresh products in Indonesia and wider distribution of halal-certified foods in Taiwan, offering insights for policymakers and future research on Muslim consumer behavior across different settings.
Digital Regulatory Communication And Youth Participation In Indonesia’s Digital Economy Gusty, Ryndian; Siregar, Ira Nur Dewita; Syahlina, Maya; Hasibuan, Ervina Rosarina; Purba, Ade Rasinta Herli Kristiani
Jurnal Ilmu Komunikasi Vol 14 No 2 (2025): JKMS : Jurnal Ilmu Komunikasi
Publisher : Universitas Riau

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Abstract

This study investigates the intersection between digital regulatory communication and youth participation in Indonesia’s evolving digital economy. As the nation approaches its demographic bonus era (2030–2040), young people have become key drivers of digital innovation, entrepreneurship, and creative economy growth. However, their potential remains constrained by a regulatory environment that is fragmented, reactive, and inadequately adaptive to the dynamic nature of digital transformation. Using a qualitative juridical-normative and conceptual approach, this research critically analyzes the alignment between existing legal frameworks—such as the Electronic Information and Transactions Law, the Youth Law, the Job Creation Law, and the Creative Economy Regulation—and the practical realities of youth-driven digital innovation. Findings reveal a persistent structural gap between regulatory intentions and implementation, marked by legal ambiguity, administrative rigidity, and limited youth participation in policymaking processes. These conditions weaken institutional trust and hinder the inclusiveness of Indonesia’s digital transformation agenda. The study identifies that the dominance of control-oriented regulation (rule-based approach) often restricts innovation freedom, while the absence of adaptive mechanisms—such as regulatory sandboxes and co-regulation frameworks—reduces opportunities for legal experimentation and creative growth among young innovators. This research contributes theoretically by integrating youth empowerment theory, digital governance theory, and socio-legal perspectives to conceptualize adaptive digital regulation as a facilitative rather than restrictive instrument. Practically, it proposes a participatory regulatory communication model emphasizing inclusivity, policy harmonization, and digital legal literacy as prerequisites for sustainable youth engagement. The study concludes that achieving Indonesia’s “Golden Vision 2045” requires a shift from security-oriented to empowerment-based regulation—where law functions not merely as control, but as a communicative, enabling, and transformative medium for youth-led digital innovation.
Co-Authors Ervina Rosarina Hasibuan Ginting, Grace Desy Hanatasha Gusty, Ryndian Hasibuan, Dita Kartika Sari Mawaddah Sembiring, Putri Sosanti Siregar, Ira Nur Dewita Syahlina, Maya Wulandari, Poppy