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All Journal Journal of Content and Engagement
Inri Inggrit Indrayani
Communication Science Department Petra Christian University
Social Sciences

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Interfaith Dialogue Format in Fostering Peace on Instagram: Indonesia Celebrates Diversity Edward Hiroshi Tandawidjaja; Inri Inggrit Indrayani; Astri Yogatama
Journal of Content and Engagement Vol 3 Issue 1 (2025): April 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.1.34-53

Abstract

This research aims to examine the peace dialogue format in fostering harmony on Instagram Indonesia Merayakan Perbedaan (IMP). This research uses descriptive quantitative research, where this study aims to examine the use of dialogue formats in fostering harmony on the Instagram social media platform IMP. The researcher found three indicators used in the study, namely cognitive, affective, and collaborative. In each indicator, there are themes raised by the researchers to classify each post. The most frequently appearing theme in the cognitive indicator is the theme of knowledge of differences and similarities. The most frequently appearing affective theme is the theme of togetherness. The most prominent collaborative theme is the theme of collaboration in building the nation. The result of this research is that, in building peace on Instagram IMP, the cognitive indicator is the most widely used indicator. In conclusion, the cognitive aspect is useful for building a dialogue of harmony among religious communities and cultures in Indonesia, especially on the theme of understanding differences and similarities.
Effectiveness of Red Velvet as Brand Ambassadors for Azarine Cosmetic in Makeup Series Products Victoria Amijaya; Inri Inggrit Indrayani; Felicia Goenawan
Journal of Content and Engagement Vol 3 Issue 1 (2025): April 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.1.16-33

Abstract

Marketing Public Relations was an activity aimed at creating a positive image. A brand ambassador was someone who functioned as a representation or face of a brand. The use of famous celebrities as brand ambassadors during the launch of new products significantly increased public appeal and attention. Red Velvet was a South Korean girl group that has been active in the music industry for 10 years since their debut in 2014. Azarine Cosmetic appointed Red Velvet as the brand ambassador. This research aimed to measure the effectiveness of Red Velvet as the brand ambassador for Azarine Cosmetic's makeup series. The research approach was descriptive quantitative, with data collection techniques using an online questionnaire method through Google Forms distributed to 100 respondents using a Likert scale. The sampling technique employed purposive sampling. This study measured the effectiveness of the brand ambassador using Hovland's (1953) source credibility theory, which was divided into three indicators: trustworthiness, attractiveness, and expertise. The research results indicated that Red Velvet, as the brand ambassador for Azarine Cosmetic's, was deemed effective according to the source credibility theory, with expertise being the highest indicator because Red Velvet possessed a strong charm as a brand ambassador for the makeup products.
Co-Authors Astri Yogatama Edward Hiroshi Tandawidjaja Felicia Goenawan Victoria Amijaya