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All Journal Lektur, Jurnal Ilmu Komunikasi Mutiara : Jurnal Ilmiah Multidisiplin Indonesia
Chita Pradnya Paramitha
Universitas Pancasila
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Teknologi Digital terhadap Budaya dan Identitas Global Hadi Wijaya Halim; Chita Pradnya Paramitha; Karina Putri Adita; Arryan Jibril; Andi Faisal Bakti
MUTIARA: Jurnal Ilmiah Multidisiplin Indonesia Vol. 4 No. 2 (2026): JIMI - APRIL
Publisher : PT. PENERBIT TIGA MUTIARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61404/mutiara.v4i2.466

Abstract

The development of digital technology over the past two decades has revolutionized human communication, social interaction, and the formation of both individual and collective identities in a global context. Digital media no longer merely function as communication tools but have become socio-cultural spaces that actively shape values, norms, symbols, and everyday practices. This phenomenon raises research questions regarding how cultural transformation and identity construction are influenced by the dominance of digital technology, as well as how social media and platform algorithms shape cultural visibility and digital identities. This study employs a qualitative approach through a critical narrative literature review, synthesizing theories of network society, mediatization, cultural globalization, digital capitalism, and digital identity. The analysis focuses on four key issues: cultural digitalization, the role of social media in identity formation, the emergence of hybrid identities, and platform power in determining cultural representation. Findings indicate that digital technology has ambivalent effects: it expands spaces for cultural expression, enhances public participation, and provides opportunities for marginalized groups to represent their identities; however, global platform dominance drives cultural homogenization, identity commodification, and inequitable symbolic representation. The novelty of this study lies in integrating a critical perspective on the influence of algorithms and digital capitalism in identity formation, which has rarely been addressed comprehensively in digital cultural studies. These findings offer theoretical contributions to media and cultural research as well as practical implications for understanding identity representation in the global digital era.
AI SYSTEM QUALITY AND DIGITAL COMMUNICATION TOWARD LOYALTY AND INTENTION TO SUBSCRIBE TO PREMIUM AI IN HIGHER EDUCATION Chita Pradnya Paramitha; Diana Anggraeni; Ahmad Badari Burhan; Aprilyanti Pratiwi
Lektur: Jurnal Ilmu Komunikasi Vol 9, No 3 (2026): Lektur: Jurnal Ilmu Komunikasi
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/lektur.v9i3.29654

Abstract

The use of artificial intelligence (AI) in higher education is increasing to support information seeking, assignment preparation, idea development, and academic productivity. This study aims to analyze AI system quality and digital communication experience toward user loyalty and the intention to subscribe to premium AI services in higher education. The study used a quantitative approach through an online survey of 216 AI users. The data were analyzed using descriptive statistics, reliability testing, and Structural Equation Modeling (SEM) with Jamovi. The findings show that AI system quality obtained the highest mean score of 4.35, followed by digital communication experience at 4.16, user loyalty at 3.95, and intention to subscribe to premium AI at 3.74. The research instrument had very good reliability, with an overall Cronbach's Alpha of 0.940 and McDonald's Omega of 0.944. The SEM results show that several model fit indices were in the good category, such as SRMR at 0.069, CFI at 0.992, and TLI at 0.990, although RMSEA at 0.099 indicates the need for caution in interpreting the model. These findings indicate that higher education users perceive AI as accessible, fast, and communicative, but their premium subscription intention remains lower than their usage loyalty. AI developers need to strengthen the added value of premium services so that they are relevant to academic needs.
Co-Authors Andi Faisal Bakti Anggraeni, Diana Aprilyanti Pratiwi Arryan Jibril Burhan, Ahmad Badari Hadi Wijaya Halim Karina Putri Adita