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Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Published by Sekolah Tinggi Agama Buddha Nalanda
ISSN : 29859743     EISSN : 29859204     DOI : 10.47861
Core Subject : Humanities, Education,
Humanities Education
Jurnal ini memublikasikan artikel-artikel yang berkaitan dengan Jurnal Ilmu Komunikasi, Sosial dan Humaniora. Pengajuan naskah terbuka sepanjang tahun, naskah harus sesuai dengan fokus dan ruang lingkup TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Arjuna Subject : Seni dan Humaniora - Bahasa dan Linguistik
Articles 248 Documents
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Pengaruh Influencer Jktdelicacy Terhadap Minat Penggunaan Aplikasi Fami Apps Elmalia Putri; Jamiati KN
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 1 No. 4 (2023): November TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v1i4.496

Abstract

by Family Mart at the time of release The new application is Fami Apps. The strategy used by Family Mart is by collaborating with influencer @jktdelicacy to promoteFami Apps. Influencer @jktdelicacy made a video about the Fami Apps application which was posted on Family Mart's Instagram social media. Related to this goal This research is to find out how much influence influencers have @jktdelicacy on followers of the Instagram account @familymartid. The theory used in this research, namely Influencers which include credibility, attractiveness and power. For interest in use, it includes transactional interest, interest referential, preferential interest, exploratory interest. Approach in this research is to use quantitative survey methods. Data collection technique in this study was to distribute questionnaires randomly to 83 respondents, with the criteria for followers of the Instagram account @familymartid. The results of this study shows that the influence of the influencer @jktdelicacy as a whole respondents responded either or (agree), as well as the influence of influencers on interest Overall usage respondents responded good or (agree). Of all statements contained in this research, and the magnitude of the influence of influencers has a strong relationship of 0.808 to interest in using followers Instagram @familymartid. The results of this research show that the influence Influencer @jktdelicacy overall respondents responded well (agree), with the percentage of influencer interest influencing usage interest by 65.2% and the remaining 34.% is influenced by other factors.
Pengaruh Integrated Marketing Communication Terhadap Citra Perusahaan Ortuseight Muhammad Haidul Fikri; Sa’diyah El Adawiyah
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 1 No. 4 (2023): November TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v1i4.508

Abstract

Business competition between sports brands is very tight. There is intense competition between brands in Indonesia, for this reason each brand creates a strategy for its brand, such as Integrated Marketing Communication (IMC). In the business world, Integrated Marketing Communication (IMC) is one of the strategies that is the most important point for creating integrated marketing communications in order to attract consumers and build an image. As is done by the local brand, Ortuseight. The theory used is integrated marketing communication which includes advertising, sales promotion, personal selling, public relations, direct and digital marketing, and company image which includes personality, reputation, values/ethics, corporate identity. The approach used in this research is quantitative, using a survey method. Data collection was carried out by distributing questionnaires via Google Form, which were distributed to 60 Instagram followers @sd_3sport, and sampling was carried out randomly. The results of this research show that the influence of Integrated Marketing Communication, all respondents answered agree, and the influence of Integrated Marketing Communication on Company Image, all respondents answered agree. From all the Y variable statements in the research questionnaire, the magnitude of the influence of Integrated Marketing Communication has a strong relationship of 0.864 to the company image of Instagram followers @sd_3sport with a percentage of Integrated Marketing Communication of 74.6% and the remaining 25.4% is influenced by other factors
Pengaruh Brand Activation Terhadap Brand Image Whitelab: Survei pada Pengunjung Unveil the New Whitelab Lailynisa Fadilla Iswadi; Jamiati KN; Daniel Handoko
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 1 No. 4 (2023): November TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v1i4.509

Abstract

Brand Activation is one of the important things for a brand. Brand Activation is a strategy that companies use by providing real experiences for consumers. So the purpose of this study is to determine whether Brand Activation has an influence on Brand Image. The theory used in this research is the theory of Brand Activation through the Experiential Marketing approach which includes, sense, feel, think, act, and relate experience. While the Brand Image theory used includes brand strength, uniqueness, and excellence. This research uses quantitative methodology with survey method. The population used in this study were visitors to the "Unveil the New Whitelab" event who had commented on @whitelab_id's twitter post on November 7, 2022. The data collection technique was carried out by distributing questionnaires to 97 respondents through random sampling technique. The results of this study indicate that Brand Activation has a significant influence of 80.1% on Whitelab's Brand Image.
Pengaruh Terpaan Media Live Shopping Tiktok Terhadap Keputusan Pembelian @theoriginote Wirawan Akbar; Velda Ardia Murdiana
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 1 No. 4 (2023): November TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v1i4.510

Abstract

The Originote is a skincare brand that was founded in 2022 and the product that made this brand boom is its moisturizer. This research aims to identify the influence of exposure to determine purchasing decisions for The Originote as a new skincare brand. where this research uses quantitative methods which are accompanied by data collection techniques using structured questionnaires and assisted by documentation as complementary evidence. The aim of this research is to measure the influence of exposure to TikTok live shopping media on purchasing decisions. And how much influence it has. The theory used in this research is Media Exposure theory which includes Frequency, Attention and Duration, as well as purchasing decision theory which includes problem recognition, information search, alternative evaluation, purchasing decisions, and post-purchase behavior. This research uses a quantitative approach and survey research methods. The data collection technique was carried out by distributing questionnaires to 90 predetermined respondents. Sampling used a simple random sampling technique (lottery technique). This research is shown by the average value of respondents' answers for variable (X) of 4.305. This value is classified as high (agree) and the average respondent's answer for the variable (Y) is also classified as high (agree) at 4.36. The quite large influence of media exposure and purchasing decisions can also be seen in the correlation (R) value of 0.833 which is quite high and the R Square value of 0.694 or 69.4% is influential, while the remaining 30.6% is influenced by other factors.
Strategi Branding Elshinta Radio Dalam Membangun Positioning Sebagai Radio Berita Muhammad Nevo Bizaro; Velda Ardia; Jamiati KN
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 1 No. 4 (2023): November TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v1i4.512

Abstract

Elshinta Radio is a radio station that broadcasts full news broadcasts for 24 hours non-stop and without song interludes, and is the only radio station in Indonesia that has a broadcast concept like this. The research entitled "Elshinta Radio Branding Strategy in Building Positioning as a News Radio" has the aim of identifying the Branding Strategy carried out to build Elshinta Radio's Positioning as a news radio as well as the obstacles that exist in Elshinta Radio implementing its Branding Strategy. The theory used in this research is Gelder's theory, where this research uses a qualitative descriptive method which is accompanied by data collection techniques using structured interviews and observations and assisted by documentation as complementary evidence. Then the data that has been obtained is then continued to analyze the data by means of data reduction, data presentation and summary. From all the stages that have been carried out, the results of this research can be analyzed that Elshinta Radio uses a branding strategy in the form of brand positioning, brand identity and brand personality in forming brand positioning. In carrying out this branding, they actually think that there are no obstacles, but they think that it is a challenge that must be resolved and overcome well. However, there is one obstacle that occurs, namely maintaining the consistency of the competencies possessed by each existing human resource. Maintaining consistency is a current obstacle for Elshinta Radio.
Pengaruh Daya Tarik Iklan Gojek Versi SebelumGojek Terhadap Keputusan Penggunaan Aplikasi Ashri Lutfia; Jamiati KN
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 1 No. 4 (2023): November TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v1i4.531

Abstract

Advertising is a type of communication in the form of visual, written or oral media. Advertisements make and encourage decisions to the viewing public that aim to attract consumers. Gojek is one of the companies that utilizes the YouTube platform as a place to attract consumers, one of which is their newest advertisement, namely "#BeforeGojek". The aim of this research is to find out what effect the Gojek advertisement version "#BeforeGojek" has on the decision to use the Gojek application among viewers of the Gojek YouTube advertisement (Survey of Communication Science Students, FISIP UMJ Class of 2020/2021). The theory used in this research is the Advertising Attractiveness theory which includes Meaningful (Impression), Believable (Trust), Distinctive (Characteristics) and uses the Purchasing Decision Process theory including Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-Evaluation Purchase. This research uses a quantitative approach with a survey method with a questionnaire as the data collection instrument. The data collection technique was carried out by distributing questionnaires given to 78 respondents to the 2020/2021 FISIP UMJ Communication Science Students. The questionnaire collection method used was random sampling. The results of the research show that the analysis indicates that the "#BeforeGojek" version of the Gojek advertisement had an impact on the decision to use the application by 55.8% and 44.2% was caused by factors outside the research. In the hypothesis test, it produces tcount (9.805) > ttable (1.665), so H0 is rejected and H1 is accepted, which means that there is an influence between the influence of the attractiveness of the "#BeforeGojek" version of Gojek advertising on the decision to use the application.
Pesan Moral Dalam Iklan Bibit Versi “Suara Hati Generasi Sandwich” : Analisis Semiotika Charles Sanders Pierce Irsyad Renaldi; Daniel Handoko
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 1 No. 4 (2023): November TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v1i4.543

Abstract

Advertising is a form of non-personal presentation and promotion of ideas, goods, or services by certain parties that are required to pay to spread the desired message, it can also be to build preferences to educate people or brands, forms of advertising can be in the form of electronic media and print media, magazines etc.. The advertising communication contains information about the existence of the product through images, words, writing and sound processed with an attractive display to encourage the audience to make purchases of the advertised product and so that the attractiveness of this advertisement is more able to influence the audience This study aims to identify signs and analyze the moral messages contained in the Bibit advertisement version "Suara Hati Generasi Sandwich" aired on the Bibit Youtube account, analyzing this advertisement using Charles Sanders Peirce semiotic analysis. The qualitative approach is descriptive with data collection using document analysis and literature study. This research wants to examine the moral messages contained in the Bibit advertisement version of "Suara Hati Generasi Sandwich" with the Triangle of Meaning, namely Sign, Object, and Interpretant. Based on the research results, the signs in this advertisement are Sign, Object, and Interpretant which identify that this advertisement is intended for people who want to invest in order to have assets that will be useful in the future. There are two messages in this advertisement, namely verbal and non-verbal messages. The verbal message is a Voice Over narration in the ad is to keep thinking about things that may not be thought of by us now and must prepare because anything can happen. While non-verbal messages are all expressions and background settings in several scenes. The moral message in this advertisement is to teach filial piety to parents, teach responsibility and teach to be financially literate.
Tradisi Petik Laut Sebagai Simbol Identitas Masyarakat di Kecamatan Puger Ananda Ines Putri Winanti; Nur Intan Mutiara; Esha Ayu Triana Waskita Putri
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 1 No. 4 (2023): November TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v1i4.551

Abstract

Petik laut is a tradition in the Puger sub-district. This tradition is carried out as a form of request that the lives of the Puger people be kept away from danger. Public belief that arises from mystical events that occur to fishermen at sea is a hidden behavior carried out by the community. This behavior ultimately forms a thought pattern that society expresses in the form of real actions called external behavior. Just like what the puger community does to avoid harm, they carry out the petik laut tradition as a symbol of wishing. Even today, this tradition is still being preserved and has become the identity of the Puger people. This research uses the perspective of symbolic interactionism theory proposed by George Hearbert Mead. According to Mead, identity emerges and develops through activities and between social relationships. The aim of this research is to find out whether the petik laut tradition as a symbol of community trust can be used as an identity for the community itself. The type of research is qualitative research with an ethnographic approach. The results of the research show that the petik laut tradition as a symbol of the puger community's belief in magical things in the sea has been able to become an identity for the Puger community.
Kreativitas Iklan Lewat Tiktok dan Pengaruhnya terhadap Keputusan Berinvestasi Figar Alif Gifari; Oktaviana Purnamasari
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 1 No. 4 (2023): November TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v1i4.556

Abstract

Creative elements in advertising are needed to make advertisements different from one advertisement to another. The purpose of this study is to measure advertising creativity on investment decisions. and how much influence they exert. The theory used in this study is the theory of Advertising Creativity which includes advertising relevance, advertising theme, message appeal and advertising model as well as the theory of Purchase Decision which includes problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. This study uses a quantitative approach and survey research methods. The data collection technique was carried out by distributing questionnaires to 76 predetermined respondents. Sampling using the Simple Random Sampling Technique (Lottery Technique). This research is shown by the average value of respondents' answers to variable (X) of 3.188, this value is classified as high (Agree) and the average respondent's answer to variable (Y) is also classified as high (Agree) of 3.172. The considerable influence of advertising creativity and purchasing decisions can also be seen in the correlation (R) value of 0.711 which is quite high and the R square value of 0.505 or 50.5% has an effect while the remaining 49.5% is influenced by other factors.
Pengaruh Co-Branding Dear Me Beauty X KFC Terhadap Keputusan Pembelian Qorie Isnaen Fadilla; Jamiati KN
TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Vol. 1 No. 4 (2023): November TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora
Publisher : Sekolah Tinggi Agama Buddha Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/tuturan.v1i4.558

Abstract

Co-branding is a strategy that can be used by two companies that blend to attract consumer attention and obtain a wider target market. So the purpose of this study is to determine whether or not there is an influence of co-branding carried out by Dear Me Beauty with KFC on purchasing decisions and to find out how much influence results from the collaboration carried out. The theories used in this study are co-branding theories, including adequate brand awareness, strong enough brands, profitable, unique mergers, positive consumer assessments and positive consumer responses, and purchasing decision theories, which include problem recognition, information search, alternative evaluation, purchase decisions, and post-purchase behavior. This study uses a quantitative research methodology with a survey method. The population in this study were followers of the @dearmebeauty Instagram account. The data collection technique was carried out by distributing questionnaires to 75 respondents according to predetermined characteristics and taking samples using simple random sampling. The results of respondents' answers to variable (X) were classified as high answering agree with an average value of 3.45, and the variable (Y) was classified as high answering agree with an average value of 3.47. The results of the simple linear regression test conducted show that Dear Me Beauty co-branding with KFC has a strong or high influence on purchasing decisions of 62.6%, while the remaining 37.4% is influenced by other factors. The results of the hypothesis test show that H0 is rejected and H1 is accepted, which means that there is a significant influence between co-branding and purchasing decisions.

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