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INDONESIA
Jurnal Visi Komunikasi
Published by Universitas Mercu Buana
ISSN : 14123037     EISSN : 25812335     DOI : https://doi.org/10.22441/visikom
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Jurnal Visi Komunikasi [p-ISSN: 1412-3037 | e-ISSN: 2581-2335] has been published since 2007 byFakultas Ilmu Komunikasi Universitas Mercu Buana Jakarta, Indonesia. Jurnal Visi Komunikasi is a bi-annual journal issued on May and November. It consists of research-based articles and /or conceptual articles in communications (see Focus and Scope). The publisher only accepts an original work, which has not been published elsewhere. The article should be submitted through this site in accordance with our format (see Author Guidelines). Submitted article will be reviewed and edited for format uniformity, term, and other procedures.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 248 Documents
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BRAND IMAGE AND BRAND ASSOCIATION AS PREDICTORS OF PURCHASE INTENTION: EXAMINING THE PRO-ISRAEL PRODUCT CONTEXT Kurniawan Prasetyo; Siti Muslichatul Mahmudah; Muthia Rahayu
Jurnal Visi Komunikasi Vol. 25 No. 01 (2026): MEI 2026
Publisher : Universitas Mercu Buana

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Abstract

Brand image and brand association are key elements in building brand identity and perception in the eyes of consumers. Understanding how brand image and brand associations influence consumer purchase intention is critical to business sustainability. When products are associated with sensitive issues such as political issues, such as pro-Israel, it can affect consumer perception in a more complex way. The boycott, divestment, sanctions (BDS) movement calls on followers to abandon major brands because of their direct involvement in supporting Israeli atrocities against Palestinians. Pro-Israel associated products can also have associations with certain political values, beliefs or identities associated with supporting Israel. These associations can influence how consumers perceive the product. Product association with pro-Israel issues can affect consumer purchase intention. This study aims to identify and analyze the influence of brand image and brand association on consumer purchase intention on products with pro-Israel associations. The results of this study identify that brand image and brand association have a significant influence on consumer purchase intention for products with pro-Israel associations, at a rate of 68.9%. Brand image demonstrates a very strong influence (60.5%), where consumers' perceptions of the brand image affect their purchasing decisions. Similarly, a strong and positive brand association also increases purchase intention by 60.2%. The combination of a positive brand image and strong brand association simultaneously shows a highly significant impact on consumer purchase intention. 
BUILDING THE IMAGE OF A “CITRA ANAK BANGSA”: A RETROSPECTIVE STUDY OF PTDI N219’S PUBLIC RELATIONS MANAGEMENT Muhammad Reza Panangian; Andreas Dion Anggoro
Jurnal Visi Komunikasi Vol. 25 No. 01 (2026): MEI 2026
Publisher : Universitas Mercu Buana

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This study aims to retrospectively evaluate PT Dirgantara Indonesia’s (PTDI) public relations (PR) management in constructing the image of the N219 aircraft as a “Karya Anak Bangsa” during the initiation phase in 2019, as well as its impact on the product’s reputation in 2026. Using a qualitative approach with a single-case study method, this study examines the implementation of the Planning, Organizing, Actuating, and Controlling (POAC) management functions through in-depth interviews, observations, and document analysis. The findings reveal that despite inter-institutional coordination challenges and limited publication budgets, the PR role as an Expert Prescriber—prioritizing physical validation through aerospace exhibitions—proved pivotal in building long-term market trust. This study reveals the existence of an Efficiency Paradox, wherein cost-efficient digital channels are not always effective in mitigating socio-psychological skepticism toward domestic high-tech products when compared to direct physical interactions. Theoretically, this study contributes to the development of Excellence Theory by emphasizing the importance of validating communication in high-risk manufacturing industries. The research findings recommend the need for a single voice policy across institutions to strengthen public loyalty toward national strategic innovations. 
ADAPTIVE INTRAPREUNERSHIP IN LOCAL RADIO TRANSFORMATION: ENTREPRENEURIAL ORIENTATION AND BUSINESS MODEL RECONFIGURATION AT RADIO 96.8 KPFM SAMARINDA Maulani Al Amin; Rizki Briandana
Jurnal Visi Komunikasi Vol. 25 No. 01 (2026): MEI 2026
Publisher : Universitas Mercu Buana

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Abstract

Digital disruption has forced Indonesian local radio stations to fundamentally re-examine their business models. This study analyzes how entrepreneurial orientation (EO) is articulated in the transformation of Radio 96.8 KPFM Samarinda's business model through the activities of its Event & Creative Division. A qualitative approach with an explanatory case study method was employed, with data obtained from in-depth interviews and observations. The findings indicate that the transformation took place as a gradual radiomorphosis process in four phases (2007–2026), executed through a Triple O strategy (On-Air, Online, Off-Air) that reconfigured the four elements of the Business Model Canvas. The five dimensions of EO are manifested through adaptive intrapreneurship patterns typical of local media organizations with limited capacity.  
INTERPERSONAL COMMUNICATION OF THE SUJANLIE TOTONG LAW OFFICE WITH CLIENTS IN RESOLVING LEGAL PROBLEMS: A CASE STUDY OF THE BUSANG DENGEN FARMER GROUP Nunung Dwi Astutik; Nurul Shobah; Fuad Fansuri
Jurnal Visi Komunikasi Vol. 25 No. 01 (2026): MEI 2026
Publisher : Universitas Mercu Buana

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This study aims to analyze the interpersonal communication carried out by the Sujanlie Totong Law Office with clients in resolving legal problems, using a case study of the Busang Dengen Farmer Group. This research employs a qualitative approach with a case study design. Data were collected through in-depth interviews with the advocate and supported by relevant literature review.The findings indicate that interpersonal communication is implemented through the use of simple and accessible language, transparency in conveying information, empathy toward clients, and active client involvement in legal decision-making processes. Such communication plays a crucial role in building client trust, reducing uncertainty, and enhancing clients’ understanding of legal procedures.Furthermore, interpersonal communication functions not only as a means of delivering legal information but also as an instrument of empowerment, enabling clients to actively participate in the process of resolving their legal issues.Therefore, the interpersonal communication practiced by the Sujanlie Totong Law Office is not merely informative in nature but also strategic in supporting the effectiveness of legal problem resolution faced by clients. 
The Comparison of Freshman's English News Sources Interest Between Jakarta Post Online and BBC Online Widya - Sandrila; Kya Dewi Davina
Jurnal Visi Komunikasi Vol. 25 No. 01 (2026): MEI 2026
Publisher : Universitas Mercu Buana

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Abstract

Abstract. It is undeniable that the development of the internet today is growing rapidly. There are so many things that can be done with the internet, such as email, browsing, streaming, and even telephone. It does not stop there, the development of the internet also influences the world of news and journalism. The ease of access offered by the internet makes many people choose to turn to online media as a source of information and news. The widespread use of online media has finally triggered the presence of online news portals that present interesting, actual, and factual news. These online news portals compete in actuality and quality in delivering news to the public.Abstrak. Tidak dapat dipungkiri perkembangan internet dewasa ini semakin pesat. Ada begitu banyak hal yang dapat dilakukan dengan internet, seperti email, browsing, streaming, bahkan telepon. Tidak sampai di situ, perkembangan internet juga memiliki pengaruh terhadap dunia berita dan jurnalistik. Kemudahan akses yang ditawarkan oleh internet membuat banyak masyarakat memilih beralih ke media online sebagai sumber informasi dan berita. Maraknya penggunaan media online ini pada akhirnya memicu hadirnya portal-portal berita online yang menyajikan berita menarik, aktual, dan faktual. Portal-portal berita online tersebut bersaing dalam aktualitas dan kualitas dalam menyampaikan berita kepada masyarakat.
MILLENNIAL GENERATION POLITICAL COMMUNICATION STYLE: GIBRAN RAKABUMING RAKA CASE STUDY Andi Budi Sulistijanto
Jurnal Visi Komunikasi Vol. 25 No. 01 (2026): MEI 2026
Publisher : Universitas Mercu Buana

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Abstract

The abstract encapsulates the essence of the research on the Millennial Generation's political communication style, with a focus on Gibran Rakabuming Raka as a pivotal case study. This research aims to bridge the gap in understanding the long-term impact of millennial political communication on Indonesia's social and political landscape. Utilizing qualitative analysis of interviews, social media, news, and scholarly publications, this study delves into Gibran's innovative communication strategies and their resonance with the millennial demographic. The findings suggest that Gibran's approach, characterized by digital savviness and an authentic engagement style, significantly influences millennial political participation and civic engagement. This shift towards a more inclusive and transparent political discourse reflects broader changes in political communication practices, aligning with the preferences of a generation that values direct interaction and genuine representation. The study underscores the challenges of adapting traditional political communication to the digital era, emphasizing the need for political figures to navigate these complexities with strategic innovation and ethical consideration. The implications of this research extend to future political engagement strategies, highlighting the critical role of digital platforms in shaping political discourse and fostering meaningful engagement with the millennial generation. This research contributes to the broader discourse on political communication, offering insights into the evolving landscape of political engagement and the pivotal role of millennials in shaping Indonesia's political future.
Developing a Brand Image Using Giveaway Merchandise: Survey of Official Oreo Instagram Followers Prida Ariani Ambar Astuti
Jurnal Visi Komunikasi Vol. 25 No. 01 (2026): MEI 2026
Publisher : Universitas Mercu Buana

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Abstract

The success of a company's marketing strategy depends mainly on its brand image. Consumers rely on the brand image to evaluate products or brands. The more favorable the brand image, the more interested and attentive consumers will be towards the product or brand. Oreo is one such brand that partnered with the Korean girl group Blackpink to share giveaway merchandise content on their official Instagram account @oreo_indonesia. A quantitative survey was conducted among Instagram followers of @oreo_indonesia, which revealed a positive and robust impact between the giveaway content and Oreo's brand image. The visual cues in the content significantly influenced brand image, as respondents were already familiar with Oreo's strengths, advantages, and uniqueness. Additionally, the language used in the content piqued the audience's interest in the collaboration and the Oreo brand. Therefore, the research findings demonstrate that Oreo can create a compelling message that motivates consumers to participate in the Blackpink Merchandise Giveaway program. Keywords: brand image, giveaway, merchandise, oreo, Blackpink
THE ROLE OF PR EVOLUTION THROUGH AI-POWERED SOCIAL MEDIA MONITORING: STRATEGIES FOR MEASURING CAMPAIGN SUCCESS Diana Lutfiana; Novi Erlita; Reonaldo Suryanata
Jurnal Visi Komunikasi Vol. 25 No. 01 (2026): MEI 2026
Publisher : Universitas Mercu Buana

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Abstract

the advent of social media and the integration of artificial intelligence (AI). This study explores the efficacy of AI-powered social media monitoring tools in evolving PR practices and measuring campaign success. Through a qualitative research approach, semi-structured interviews were conducted with three social media researchers who utilize these tools in their professional roles. The study aims to understand the subjective experiences of these researchers, the capabilities and limitations of AI technologies, and the impact of AI on key PR metrics such as brand awareness, reputation, and crisis management. The findings reveal that AI-powered social media monitoring tools significantly enhance the ability of PR professionals to track and analyze large volumes of social media data in real-time. Participants highlighted the benefits of these tools in identifying trends, tracking engagement, and conducting sentiment analysis. However, the study also identifies several challenges, including difficulties in capturing nuanced human emotions and occasional inaccuracies in sentiment classification. These findings align with existing literature, which emphasizes the transformative potential of AI in PR while acknowledging current technological limitations. The study concludes by identifying best practices for integrating AI-powered social media monitoring into PR strategies and highlighting opportunities for future research. These include improving sentiment analysis algorithms, developing AI tools capable of interpreting complex emotions, and exploring the ethical implications of AI in PR. By providing a nuanced understanding of the role of AI in PR, this research offers valuable insights for practitioners and stakeholders, guiding the effective and responsible use of AI technologies in the field.

Page 25 of 25 | Total Record : 248

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