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Wacana: Jurnal Ilmiah Ilmu Komunikasi
Published by Universitas Prof. Dr. Moestopo
ISSN : 14127873     EISSN : 25987402     DOI : -
Core Subject : Education, Social,
Languange, Linguistic, Communication & Media Social Sciences
Wacana, Jurnal Ilmiah Ilmu Komunikasi merupakan wujud karya ilmiah tentang kajian ilmu komunikasi yang melingkupi hasil penelitian dengan tema atau topik yang dibahasa dalam jurnal Wacana meliputi kajian ilmu komunikasi baik Komunikasi Politik atau pun Komunikasi Lintas Budaya; Strategic Communication meliputi Kehumasan, Periklanan, IMC, maupun Branding; Analisis Teks, Semiotika; dan juga Media Studies.
Arjuna Subject : -
Articles 973 Documents
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Transformasi Corporate Identity PT BGR Logistik Indonesia dalam Perspektif Public Relations Alam, Fadhli Noor; Chaerowati, Dede Lilis; Wiwitan, Tresna
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 24, No. 2 December 2025
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v24i2.5170

Abstract

Corporate identity transformation is a crucial aspect of business strategy, especially in the context of mergers and corporate restructuring. This research discusses the corporate identity transformation process of PT BGR Logistik Indonesia as part of the IDFood Group, focusing on logo changes and communication strategies from a Public Relations (PR) perspective. This research uses a qualitative method with a case study approach to explore how the logo transformation is not only a visual change but also a representation of the company's values and strategies. The results showed that PT BGR Logistik Indonesia maintained the old logo elements as a differentiation strategy, maintaining a widely recognized brand identity. This transformation process demands an effective PR communication strategy to ensure optimal acceptance from stakeholders. The communication strategy includes internal socialization to employees and external to customers and business partners through social media, press releases, and company events. This research concludes that the transformation of PT BGR Logistik Indonesia's corporate identity not only impacts the company's image but also builds identity continuity amid change. PR communication strategy plays an important role in maintaining consistency and public trust in the company amid the dynamics of the logistics industry.
Examining #RacunTikTok Content and Peer Group Influence on Gen Z Impulsive Buying Amali, Muhammad Thoyib; Farohi, Muhammad Salman
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 24, No. 2 December 2025
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v24i2.4977

Abstract

The phenomenon of content with the hashtag #RacunTikTok has changed consumer behavior in making online purchases, especially among Gen Z. This content functions as a product recommendation and the main trigger for impulsive purchases. Another important factor influencing this phenomenon is peer group, where Gen Z is considered to have high group cohesiveness, highly influenced by recommendations from peers and their online communities. This study aims to analyze the effect of #RacunTikTok content and peer groups on Gen Z's impulsive buying behavior in TikTok Shop. This study employs an explanatory quantitative approach using a multiple regression model analyzed with the SmartPLS program. Data were collected through a survey of 100 Gen Z TikTok users who frequently make online purchases via TikTok Shop. The study results show a positive and significant effect of #RacunTikTok content on impulsive buying behavior. At the same time, peer group does not significantly affect impulsive buying. Still, when combined, #RacunTikTok content and peer group has a positive and significant effect on impulsive buying. Furthermore, as a form of managerial implication, marketers or content creators of #RacunTikTok should create more attention-grabbing content by paying attention to the effectiveness of marketing content or collaborating with digital influencers to increase content exposure.
The Effect of Live Streaming and Discount on Impulsive Buying Instaperfect Cosmetics Maharani, Alma Aria; Rachmawati, Dewi
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 24, No. 2 December 2025
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v24i2.5003

Abstract

Currently, many buying and selling transactions are conducted online. One promotional strategy is through live streaming. For individuals who want to buy a product through live shopping, most of them will aim to take advantage of discounts that will trigger impulsive behavior. This study aims to determine the effect of live streaming and discounts on consumer impulsive buying behavior for Instaperfect cosmetic products through the Shopee Indonesia e-commerce platform. This research method uses quantitative research and 100 respondents were selected by non-probability sampling and met certain criteria according to the Lemeshow formula. This study used validity tests, reliability tests and classical assumption tests, Correlation Tests, Multiple Linear Regression, Determination Tests, F-tests and T-tests. The results show that live streaming has a significant positive effect on impulsive buying. Then, discounts also have a significant positive effect on impulsive buying. The results also show that live streaming and discounts simultaneously have a significant effect on impulsive buying. This study provides theoretical implications, especially regarding the strengthening of the Stimulus-Organism-Response Theory and the concept of online marketing. Meanwhile, practical implications are useful for Instaperfect cosmetic products and similar products in their online marketing.

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