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All Journal Journal of Innovative and Creativity HUMANUS : Jurnal Sosiohumaniora Nusantara
Kharisma Kharis
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Humanities Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Strategi Positioning “Gemoy” Prabowo Subianto melalui Media Digital Sihabudin, M. Maulana Rizik; Helwa Nur Alfa Laila; Kharisma Kharis; Rismayanti; Riska Siti Fatimah
HUMANUS : Jurnal Sosiohumaniora Nusantara Vol. 1 No. 1 (2023): HUMANUS (Jurnal Sosiohumaniora Nusantara)
Publisher : Yayasan Pengembangan Dan Pemberdayaan Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62180/dt1m2889

Abstract

This research aims to analyze the transformation of Prabowo Subianto's image from a stern and authoritative figure to a more relaxed and attractive one, focusing on the development of a "gemoy" image ahead of the 2024 Indonesian presidential general election.  Using a qualitative methodology and case study approach, the research collected data through documentation, observation, as well as content and discourse analysis from print, electronic, and online media. The study shows that Prabowo's image change is influenced by the current political dynamics, the evolution of information technology, and the changing preferences of voters, especially the younger generation. The main findings show that Prabowo's positioning strategy through digital media, especially on social media platforms such as Twitter, Instagram, and TikTok, plays a crucial role in shaping a new image that is more relaxed and fun. This research provides insights into how politicians can adapt their image to attract voters, especially from the younger generation, in the digital era. The findings also highlight the importance of digital media in contemporary political campaigns, where it is not only a communication tool but also a strategic instrument in political image formation and management. This research contributes to the understanding of the dynamics of political image formation in Indonesia, providing evidence of how images can be strategically altered to achieve greater resonance with voters in a changing political context.
Pengaruh Terpaan Media Dan Karakteristik Konten Review Produk Sashfir Di Tiktok Terhadap Minat Beli Mahasiswa Universitas Djuanda Sukarelawati; Kharisma Kharis; Agustina Multi Purnomo
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.3521

Abstract

TikTok menjadi ruang utama Generasi Z dalam membentuk preferensi konsumsi. Penelitian ini menganalisis pengaruh terpaan media dan karakteristik konten review produk oleh influencer Sashfir terhadap minat beli mahasiswa Universitas Djuanda. Penelitian menggunakan metode kuantitatif eksplanatif dengan 98 responden yang ditentukan melalui rumus Slovin dan simple random sampling. Variabel independen meliputi terpaan media (frekuensi, durasi, atensi) dan karakteristik konten (kejelasan, relevansi, daya tarik visual, interaktivitas, keakuratan), sedangkan variabel dependen adalah minat beli. Instrumen kuesioner skala Likert telah diuji validitas dan reliabilitasnya. Hasil penelitian menunjukkan bahwa terpaan media dan karakteristik konten berpengaruh signifikan terhadap minat beli, baik secara parsial maupun simultan, dengan atensi, daya tarik visual, dan keakuratan informasi sebagai indikator paling dominan. Penelitian ini menegaskan bahwa efektivitas konten rekomendasi di TikTok ditentukan oleh intensitas paparan serta kualitas konten yang menarik dan informatif.
Co-Authors Agustina Multi Purnomo Helwa Nur Alfa Laila Riska Siti Fatimah Rismayanti Sihabudin, M. Maulana Rizik Sukarelawati