Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Tamaddun: Jurnal Ilmu Sosial, Seni, dan Humaniora
Harjono, Muhammad Budi
Unknown Affiliation
Religion Arts Humanities Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pengaruh Celebrity Endorsement terhadap Keputusan Pembelian pada Produk Fashion Tsaqawa (Survey pada Akun Instagram @Rachelvennya) Fadhilah, Ninda Nurul; Zulfa, Milatul; Harjono, Muhammad Budi; Wirayuda, Dimas
TAMADDUN: Jurnal Ilmu Sosial, Seni, dan Humaniora Vol. 3 No. 3 (2025): TAMADDUN: Jurnal Ilmu Sosial, Seni, dan Humaniora
Publisher : Yayasan Alpatih Harapan Semesta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70115/tamaddun.v3i3.323

Abstract

The use of celebrity endorsement is an effective strategy in digital marketing communication to attract attention and shape consumer attitudes. This study examines the effect of celebrity endorsement @rachelvennya on purchasing decisions for Tsaqawa Official fashion products. Using a quantitative approach with an explanatory research type, data was collected through a survey of 100 respondents. The results of the analysis show that celebrity endorsement has a positive and significant effect on purchasing decisions, as evidenced by a significance value of 0.000 <0.05 and a correlation of 0.876. This research applies AIDA theory, source credibility theory, and Integrated Marketing Communication (IMC) concepts to understand the mechanism of influence. The Respondent Achievement Rate (TCR) on the perception of Rachel Vennya's celebrity endorsement is also in the good category. These findings reinforce that celebrity endorsements can increase attention, interest, desire, and drive purchasing decisions, while building a strong emotional connection between brands and consumers, especially on social media platforms such as Instagram.
Globalisasi dan Hibridisasi Bahasa: Studi pada Penggunaan“Bahasa Gaul Jaksel” oleh Remaja di Media Sosial Zulfa, Milatul; Fadhilah, Ninda Nurul; Harjono, Muhammad Budi
TAMADDUN: Jurnal Ilmu Sosial, Seni, dan Humaniora Vol. 3 No. 3 (2025): TAMADDUN: Jurnal Ilmu Sosial, Seni, dan Humaniora
Publisher : Yayasan Alpatih Harapan Semesta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70115/tamaddun.v3i3.326

Abstract

This article explores the role of social media in the dissemination and adaptation of South Jakarta slang (commonly known as Bahasa Gaul Jaksel) in Indonesia. The study employs a qualitative sociolinguistic approach, using documentation analysis based on screenshots of conversations on social media platforms. The findings reveal that Jaksel slang functions not only as a means of communication but also as a symbol of social status, identity, and modern cultural expression. Social media plays a crucial role in spreading this linguistic style, with platforms such as Twitter, Instagram, and TikTok serving as primary spaces where young people adopt new terms, engage in code-switching, and popularize English loanwords. Jaksel slang is characterized by the frequent use of English words such as literally, healing, or party, which are often adapted into everyday conversations. This phenomenon reflects both linguistic creativity and the social need among adolescents to appear trendy, follow current fashions, and gain acceptance within peer groups. Moreover, the use of Jaksel slang enhances self-confidence, expands social networks, and contributes to the construction of a social identity perceived as more modern and sophisticated. Nevertheless, alongside these positive dynamics of vocabulary enrichment and communicative flexibility, concerns arise that the dominance of global elements may erode local cultural identity. Overall, Jaksel slang represents a tangible manifestation of language hybridization in the era of globalization. It serves as a site of negotiation between local and global values, while highlighting the pivotal role of social media as a driver in shaping the linguistic identity of Indonesia’s younger generation. This phenomenon deserves ongoing scholarly attention, as it reflects broader social, cultural, and communicative transformations amid increasingly intensive global flows.
Co-Authors Fadhilah, Ninda Nurul Wirayuda, Dimas Zulfa, Milatul