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This Author published in this journals
All Journal Jurnal Penelitian Sosial Ilmu Komunikasi STREAMING Business Journal
Geraldo Armayudha
IPB University
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Dampak Penggunaan Fitur Whatsapp Sekali Lihat terhadap Keefektifan Komunikasi Renny Soelistiyowati; Geraldo Armayudha; Harries Maritasari; Risa Prayudhi; Adi Nurhadi
Jurnal Penelitian Sosial Ilmu Komunikasi Vol 9, No 1 (2025): Volume 9 Nomor 1 Tahun 2025
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jpsik.v9i1.12047

Abstract

Advancements in digital communication have introduced features like WhatsApp's 'View Once', which allows images or videos to be viewed a single time before deletion. While designed to enhance user privacy, this feature may affect communication effectiveness, particularly in message clarity and information retention. This study explores the impact of the 'View Once' feature on communication among students of the Digital Communication and Media Study Program, SV IPB University. Using a descriptive qualitative method, data were collected through interviews, observations, and documentation involving students who frequently use this feature in both personal and academic settings. Findings indicate that while 'View Once' helps maintain privacy and limits the spread of sensitive content, it also presents drawbacks. These include unclear messaging, inconsistent communication, a lack of awareness of the recipient’s background and cognitive processing, technical errors, and reduced empathy. Furthermore, the feature often necessitates redundancy to ensure message comprehension, making it less suitable for communications requiring depth or future reference. The study concludes that although 'View Once' offers privacy benefits, its application should align with communication goals to avoid impairing message delivery. Users are advised to carefully consider the context and urgency of the message before opting for this feature, especially in situations demanding clarity and repeat access.
Laundry Majapahit: Pemanfaatan Scripted User Generated Content sebagai Strategi Komunikasi Pemasaran Rinso di TikTok Geraldo Armayudha; Amiruddin Saleh; Harvia Atika Zahira
STREAMING Vol. 5 No. 2 (2026): STREAMING Business Journal
Publisher : Research and Community Service UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/mvp3rs92

Abstract

This study aims to analyze the use of scripted user generated content as Rinso’s digital marketing communication strategy through the Laundry Majapahit content on TikTok and to examine the storytelling strategies used to convey brand messages and build audience engagement. This study employed a qualitative approach with a case study design and qualitative content analysis. Data were collected through an interview with a key informant from Unilever Indonesia, observation of 19 TikTok posts from the @yatimajapahit account uploaded from October 18 to November 2, 2025, and analysis of audience comments. The findings show that Laundry Majapahit operates as scripted user generated content through a fictional account, the persona of Bu Yati, creator participation, comment responses, and a low-cost manual laundry gimmick. This strategy creates an organic impression, encourages viral marketing, expands electronic word of mouth, and strengthens brand engagement through storytelling and soft selling.
Co-Authors Adi Nurhadi Amiruddin Saleh Harries Maritasari Harvia Atika Zahira Renny Soelistiyowati Risa Prayudhi