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Risky Ayu Kristanti
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Editorial Office - Journal of Digital Marketing Communication Jalan Asem Baris Raya No 116 Kebon Baru, Tebet, Jakarta Selatan Jakarta 12830, Indonesia
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INDONESIA
Journal of Digital Marketing and Communication
Published by Tecno Scientifica
ISSN : -     EISSN : 28091736     DOI : https://doi.org/10.53623/jdmc.v1i1
Core Subject : Economy, Humanities, Science, Education, Social,
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Social Sciences
Journal of Digital Marketing and Communication (JDMC) is an international, peer-reviewed journal for conceptual, empirical, and short essays in the area of social media marketing, communication, digital economy, smart tourism, smart cities, e-business, transmedia storytelling, and other closely related disciplines. The goal of the journal is to promote research along with education and training in the disciplines of communication and marketing. JDMC seeks academically rigorous papers that will appeal to scholars and will also have direct relevance to practitioners in communication and marketing. Except explicitly indicated otherwise, articles in this journal have gone through rigorous peer review, including screening by the editor and review by at least two anonymous referees. Scope : Social media marketing Communication Digital economy Smart tourism Smart cities e-Business Transmedia storytelling
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 42 Documents
 1   2   3   4   5 
Political Branding of Prabowo Subianto in Instagram During the Presidential Campaign in 2024 Wijanarko, Totok Ony; Agusta, Yori Dwi Bari; Hutapea, Edison Bonartua; Mufti, Zulfikar; Putri, Amanda Kanary
Journal of Digital Marketing and Communication Volume 5 - Issue 1 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i1.541

Abstract

The campaign period in the 2024 presidential election was crucial for the three presidential candidate pairs (Anies-Muhaimin, Prabowo-Gibran, and Ganjar-Mahfud) to develop and implement their political communication strategies. Branding was a key aspect of political communication that needed to be considered. One of the more interesting aspects was the branding of Prabowo as a candidate participating in the presidential election for the fourth time, now showcasing a different character. This research was conducted to analyze Prabowo's political branding through social media during the 2024 presidential election campaign. The focus of the research was to describe Prabowo's political branding by categorizing it into three parts: house brands, platform brands, and product brands, in accordance with the brand hierarchy theory from Cosgrove. The method used for the research was qualitative content analysis. Data and information were obtained through an analysis of the content on Prabowo's Instagram account and interviews with three sources related to the research topic. The results of the study showed that the house brand of Prabowo's political branding through social media during the 2024 presidential election campaign was "Prabowo Subianto 2024." Five brand platforms were identified: Humanism, Continuity, Bersama Indonesia Maju (Together with Onward Indonesia), Militarism, and Free Lunch. Furthermore, the product brand identified was Aksi Gemoy, which was part of Humanism.
The Influence of Brand Ambassador Red Velvet on Purchase Decision of BNI Tapcash Priyambodo, Anggito; Putri, Kinkin Yuliaty Subarsa Putri; Sutjipto, Vera Wijayanti
Journal of Digital Marketing and Communication Volume 5 - Issue 1 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i1.543

Abstract

This research examines the influence of Red Velvet as a brand ambassador on consumer purchasing decisions for BNI’s Tapcash, an electronic payment card. Following the rise of cashless transactions post-COVID-19 and the National Cashless Movement (GNNT), BNI's collaboration with K-pop groups such as NCT 127 led to significant growth in Tapcash transactions. Building on this success, BNI launched a special edition Tapcash featuring Red Velvet to further promote its usage. The study focuses on the effectiveness of celebrity endorsements within K-pop fan culture, where fans often support idols by purchasing merchandise. Using a quantitative approach, the research surveyed the K-pop fanbase in Indonesia, specifically members of active social media communities, with 95 respondents selected through purposive sampling. The survey examined how Red Velvet’s role as a brand ambassador influenced purchasing decisions, particularly by assessing the credibility, attractiveness, and power of the brand ambassador on sales. Data analysis, conducted through validity, reliability, and simple linear regression tests, demonstrated a significant relationship between the brand ambassador and purchasing decisions. The F-value of 10.204 exceeded the F-table value of 1.989, confirming the positive effect of Red Velvet’s endorsement. Coefficient analysis indicated that a 1% increase in the Brand Ambassador variable corresponds to a 73.7% increase in purchasing decisions. This study highlights the significant role of celebrity endorsements in shaping consumer behavior, particularly within the context of the K-pop fanbase.
Robert N. Entman’s Framing Analysis of the Final Presidential Debate on Social Welfare in Cnnindonesia.com and Tempo.co (February 4-5, 2024) Sitanggang, Natasya Ananda Rheta; Putri, Kinkin Yuliaty Subarsa; Romli, Nada Arina
Journal of Digital Marketing and Communication Volume 5 - Issue 1 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i1.545

Abstract

Indonesia, as a democratic country, routinely held presidential and regional elections every five years in accordance with Law Number 7 of 2017. The presidential candidate debate, as part of the election process and broadcast through various media, was one of the events the public eagerly anticipated. Media coverage, especially through online platforms such as Tempo.co and Cnnindonesia.com, played an important role in shaping public opinion through news framing. This study aimed to apply Robert N. Entman's framing analysis to compare how Tempo.co and Cnnindonesia.com framed the news of the final presidential debate on social welfare using qualitative descriptive methods. The findings of this study showed that the online media Cnnindonesia.com focused more on the details of specific programs and their substance, providing in-depth information that helped readers understand the free meal program comprehensively. In contrast, Tempo.co focused more on the verbal dynamics and interactions between candidates, with an emphasis on negative statements and responses. Thus, the construction of reality or framing carried out by the media impacted readers' perceptions of the presidential candidates through the debate program.
The Effect of Organizational Communication on Employee Work Motivation in the State-Owned Sector Fazli, Luthfi; Akbar, Muhammad Fikri; Allifiansyah, Sandy
Journal of Digital Marketing and Communication Volume 5 - Issue 1 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i1.547

Abstract

The PT Bank Negara Indonesia (Persero) Tbk Kaliabang Branch Office, often known as the BNI Kaliabang Branch Office, is a state-owned corporation that provides a variety of financial services to promote Indonesia’s economic growth and industrial development. The purpose of this study was to examine the relationship between organizational communication and employee motivation at the BNI Kaliabang Branch Office and to investigate how communication influenced motivation. The study adopted a quantitative descriptive method with a total sample of 80 respondents. To assess the causal relationship, data were analyzed using descriptive statistics and basic linear regression. The results showed that organizational communication had a significant impact on employee motivation, as demonstrated by a determination coefficient of 57.6% and a significance level of 0.000. The study highlighted that organizational communication within the branch was effective, and employee motivation levels were high. Despite these positive findings, areas for improvement were identified, including leveraging electronic media to enhance message dissemination, fostering employee skills to boost creativity and productivity, and introducing a “Best Employee of the Month” program to further motivate staff. These recommendations aimed to strengthen the organization’s communication strategies and sustain high employee performance, ultimately contributing to its overall operational success.
The Relationship Between Disaster Communication Through @bpbddkijakarta Instagram Account on Gen Z's Preparedness Attitudes in Facing Potential Floods in DKI Jakarta Hotimah, Oot; Sitanggang, Natasya Ananda Rheta
Journal of Digital Marketing and Communication Volume 5 - Issue 1 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i1.641

Abstract

Floods are a common disaster in Jakarta due to its lowland topography and the presence of 13 major rivers, which are further exacerbated by land subsidence and climate change. Effective disaster communication is essential to enhance public preparedness and mitigate flood impacts. This study examines the relationship between disaster communication through the official Instagram account of BPBD DKI Jakarta (@bpbddkijakarta) and the preparedness attitudes of Gen Z in facing potential floods in Jakarta. The study employed a quantitative approach with a survey method, involving 99 respondents aged 18–25 years who are active Instagram users and have viewed the @bpbddkijakarta reel posted on January 26, 2025. Data were collected using a structured questionnaire with 38 items measuring disaster communication and 21 items measuring preparedness attitudes, analyzed using Pearson’s Product-Moment correlation test. The results show a significant positive relationship between disaster communication and preparedness attitudes (r = 0.769, p < 0.01), with disaster communication explaining 59% of the variance in preparedness attitudes. The findings suggest that improving content quality and fostering two-way interaction on social media could further strengthen disaster preparedness among young people in Jakarta. 
The Relationship of Digital Marketing Advertising Strategies with Television Advertising Jingles in Increasing Brand Awareness on Shopee Fadhiilah, Muhammad Alwan; Putri, Kinkin Yuliaty Subarsa; Sary, Marisa Puspita
Journal of Digital Marketing and Communication Volume 5 - Issue 1 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i1.642

Abstract

Television is an electronic media that is used for information and entertainment media. Currently, television is used as a promotional medium for brand advertisements, because the audience is very wide, all groups watch television, and the advertisements are short but clear in meaning. Shopee is one of the big brands that uses advertising services on television. This research was created with the aim of finding out the relationship of digital marketing advertising strategies with television advertising jingles in increasing brand awareness on Shopee. The research method used in this writing is quantitative descriptive research with a research sample of 56 respondents. Primary data was obtained by distributing questionnaires to respondents boardly. The research results shot that the digital marketing advertising strategy of television advertising jingles in increasing brand awareness on Shopee can be said to be effective and relevant because the average respondent agrees with it.
The Impacts of Social Media Influencer Marketing on Body Dysmorphic Disorder Among the Generation Z Kadavathe Peedikayil, Siddique
Journal of Digital Marketing and Communication Volume 5 - Issue 1 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i1.650

Abstract

The increased time spent on social media and other digital environments has significantly impacted people’s lives, health, and social interactions. Social media influencers often lead adolescents to focus excessively on perceived beauty ideals and appearance flaws, as they tend to compare their self-image with what they see on social media platforms. This behavior may contribute to the development of body dysmorphic disorder (BDD). This research aims to investigate the effects of influencer marketing on BDD among Generation Z and to examine the extent to which they feel pressured to conform to unattainable and unrealistic beauty standards. A review of peer-reviewed articles was conducted using MedLine, PubMed, and Emerald, following the methodology of a systematic literature review. Articles retrieved in the initial search were screened using inclusion and exclusion criteria based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines. After applying the CASP tool, six articles were selected for final review. A narrative analysis was conducted to examine the data regarding the impact of social media influencer marketing on BDD. Findings suggest that social media advertisements and influencer marketing lead adolescents to feel dissatisfied with their body image and to negatively assess their physical appearance. They are especially vulnerable to developing BDD, showing symptoms such as frequent mirror checking, exercise obsession, and constant comparison of their bodies with others. This study recommends that adolescents enhance their critical thinking skills and develop greater awareness of social media and influencer marketing content to help prevent the onset of BDD.
Reciprocal Dynamics: How Ad-views and Ad-shares Reinforce Each Other Choi, Chang-Won
Journal of Digital Marketing and Communication Volume 5 - Issue 2 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i2.719

Abstract

This study explores the reciprocal relationship between ad-viewing and ad-sharing in online video advertising and examines the moderating role of total likes. Drawing on two-step flow and social influence theories, it is hypothesized that daily ad-views drives daily ad-shares by reaching influencers, while daily ad-shares enhance daily ad-views through social and informational cues. Granger causality analysis of 392 YouTube advertisements reveals varying causal patterns, including reciprocal and unidirectional effects (ad-views → ad-shares and ad-shares → ad-views), with total likes amplifying these dynamics. These findings provide theoretical insights into viral advertising and practical implications.
Engaging Hearts and Minds: Examining Narrative Transportation and Its Impact on Affective Engagement, Purchase Intention, and Online Brand Advocacy Louati, Fatma; Ben Abdallah, Nada; Damak, Mouna
Journal of Digital Marketing and Communication Volume 5 - Issue 2 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i2.770

Abstract

In the context of increasingly competitive digital markets, it was important to understand how narrative transportation could increase purchase intention and produce online brand advocates. This study addressed the gap in prior research by examining the effect of narrative transportation on affective brand engagement. It also considered whether narrative transportation directly affected online brand advocacy and purchase intention in a virtual world. A quantitative approach was adopted, and a survey was distributed to Mercedes fans and users. The dataset contained a sample of 270 consumers, and the data were analysed using SPSS AMOS 23 to perform structural equation modeling. The results showed that narrative transportation had a positive effect on affective brand engagement in a virtual world. Similarly, the results indicated that narrative transportation strengthened online brand advocacy and purchase intention. By contrast, the findings revealed that emotional engagement did not directly impact online brand advocacy or purchase intention. These findings were regarded as valuable contributions to understanding how the transformation of storytelling into storydoing could engage consumers seeking captivating brand experiences. Future research could examine this study across other product categories to validate the generalizability of the findings, as well as incorporate additional variables to enrich the current model.
Generation Z’s Response to YouTube Non-Skippable Ads: Exploring Determinants of Purchase Intention in Sri Lanka Samarasinghe, Udakotuwa Gedarage Buddhika Darshani; Tennakoon, Weeramandappa Dewayalage Niranjala Shyamali Mendis; Sajeewani, Kamal Padmasiri Thakshila
Journal of Digital Marketing and Communication Volume 5 - Issue 2 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i2.799

Abstract

As digital media consumption continued to expand rapidly, non-skippable YouTube advertisements emerged as a significant medium for brands to reach the digitally native and influential Generation Z consumers. This study examined the influence of four dimensions, informational value, entertainment value, credibility, and irritation value, on the purchasing intentions of Generation Z consumers in Sri Lanka. Employing a quantitative research design, data were obtained through a structured questionnaire administered to 384 randomly selected YouTube users from a population of over 7.8 million active users in Sri Lanka. The collected data were analyzed using SPSS to evaluate the relationships among the four dimensions of advertising effectiveness and purchase intention. The overall findings supported the assertion that non-skippable advertisements could affect purchasing intentions. The entertainment dimension demonstrated the strongest positive influence on purchase intention, indicating that engaging and humorous advertisements effectively stimulated consumers’ buying decisions. The informational dimension also exerted a positive influence, suggesting that advertisements offering clear and relevant information aided consumers in the decision-making process. Interestingly, the irritation dimension also exhibited a positive relationship with purchase intention. Although irritation is generally perceived negatively, it may, when applied strategically, enhance memory retention and brand recall. Conversely, the credibility dimension showed a negative correlation with purchase intention in this context. The findings of this study provided valuable insights for marketers and brand strategists in developing non-skippable YouTube advertisements that integrate entertaining and informative elements capable of capturing consumer attention without generating excessive irritation. Such advertising strategies could contribute to the creation of stronger brand associations among Generation Z consumers in Sri Lanka.

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