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Ultimacomm: Jurnal Ilmu Komunikasi
Published by Universitas Multimedia Nusantara
ISSN : 20854609     EISSN : -     DOI : -
Core Subject : Education,
Languange, Linguistic, Communication & Media
Jurnal Ilmu Komunikasi diterbitkan dua kali setahun sebagai media informasi karya ilmiah untuk bidang kajian Ilmu Komunikasi dan jurnalistik di Indonesia.
Arjuna Subject : -
Articles 383 Documents
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Local Subculture and Instagram Food Influencers: Effects on Consumer Attitudes, Engagement, and Purchase Preferences for Bogor Souvenirs Ahmad Badari Burhan; Aprilianti Pratiwi; Sayyidah Afifah; Nadhira Anabilla Divanya
ULTIMA Comm Vol 18 No 1 (2026): ULTIMACOMM
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v18i1.4821

Abstract

This study investigates how local subcultures and Instagram food influencers shape consumers’ purchase preferences for Bogor’s local food and souvenir products, with consumer engagement and consumer attitudes serving as mediating mechanisms. Conceptually, the research brings together Consumer Culture Theory and the Theory of Planned Behavior and situates both within the digital media landscape of Instagram. Adopting a quantitative explanatory design, the study draws on survey responses from 208 Instagram users, which were analyzed using SEM-PLS. The results show that among all the constructs examined, consumer attitudes stand out as the most powerful predictor of purchase preference, underscoring how decisive favorable evaluations are in consumer decision-making. Engagement, although a comparatively weaker direct driver of purchase preference, proves to be an important mediator alongside attitudes. Notably, the strongest indirect pathway runs from local subculture through consumer attitudes to purchase preference, a result that foregrounds the central role of cultural identity. Taken together, the findings extend CCT by demonstrating that cultural values persist even within digital media settings, and they reinforce TPB by reaffirming attitude as a primary determinant of behavioral preference, rather than competing, drivers of consumer behavior.
Rhetorical Anomalies and Resistance to the Standard of Handsomeness in MS Glow Men Advertisement Diyana Elissa; Rustono Farady Marta; Maichel Chinmi; Engliana Engliana; Azizah Nur Aulia
ULTIMA Comm Vol 18 No 1 (2026): ULTIMACOMM
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v18i1.4772

Abstract

Media distort people's perceptions of reality and force them to display the standard of good looks is the foundation for the development of standards of good looks in men. This research aims to find out how the MS Glow for men ad version of Marshel Widianto X Babe Cabiita breaks the stigma of good looks standards in society and the media. Using the dramatism theory and Kenneth Burke's pentad analysis method. The results of this study indicate that the pentad element of attitude is a prominent element in the actions displayed in the MS Glow for Men advertisement version of Marshel Widianto and Babe Cabiita. This is the difference in attitude displayed between the front screen and the back screen of the main character's daily life, so it can be said that handsome is not only from a physical appearance but also from within, namely person's behavior and character are indicative of their moral standing. in society. In addition, the pentad element of agents and scenes is a prominent and influential element. Featuring non-model actors in facial care product advertisements and a comedian break the standard of handsomeness that already exists in society and the media.
Digital Strategic Communication through Social Media: Building Brand Relationships and Customer Loyalty Yovita Amanda Putri; Febri Nurrahmi
ULTIMA Comm Vol 18 No 1 (2026): ULTIMACOMM
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v18i1.4806

Abstract

Atariki Japan is a local culinary brand offering ramen and Japanese cuisine with flavors adapted to the preferences of the Acehnese community. Amid increasing culinary competition, Atariki Japan utilizes social media as a strategic communication platform to build relationships with customers and strengthen brand loyalty. This study aims to examine how Atariki Japan implements digital strategic communication through social media, how these strategies contribute to brand–customer relationships, and how these relationships influence customer loyalty. This study employs a qualitative case study approach using Relationship Management Theory. Data were collected through semi-structured interviews with five informants, consisting of Atariki Japan’s chief marketing officer, content creator, and three customers, supported by social media documentation analysis. The findings reveal that Atariki Japan implements digital strategic communication through four strategies: content creation, content sharing, connecting, and community building. These strategies enable Atariki to establish interactive communication, develop emotional connections, and foster a sense of belonging among customers. Furthermore, brand relationships developed through social media contribute to customer loyalty, reflected in customer trust, emotional attachment, continued preference, repeat visits, and recommendations to others. This study concludes that social media functions as a strategic platform for managing sustainable brand–customer relationships.

Page 39 of 39 | Total Record : 383

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