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Jandy Luik
Contact Email
puslit@petra.ac.id
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+62312983147
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joce@petra.ac.id
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Jl. Siwalankerto 121-131, Surabaya 60236, Indonesia
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Kota surabaya,
Jawa timur
INDONESIA
Journal of Content and Engagement
Published by Universitas Kristen Petra Surabaya
ISSN : -     EISSN : 29876745     DOI : https://doi.org/10.974/joce
Core Subject : Social,
Social Sciences
1. the content and engagement aspects of communication in different levels and contexts such as interpersonal communication, group communication, organisational communication, new media communication, mass communication, corporate communication, among others; 2. the processes and strategies of communication that resulted in context-specific content and engagement; and, 3. the analysis of different socio-cultural contexts of media content production, distribution, usage, and engagement. 4. Novel and emerging approaches in understanding content of communication (mediated and face-to-face) and its effects.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 5 Documents
 1 
Search results for , issue "Vol 3 Issue 2 (2025): August 2025" : 5 Documents clear
Effectiveness of Seventeen Brand Ambassadors in Mogu-Mogu Brand on Instagram Followers @mogumoguid Feling Astuti Kusumaningsih; Ido Hadi; Astri Yogatama
Journal of Content and Engagement Vol 3 Issue 2 (2025): August 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.2.147-164

Abstract

The purpose of this study was to determine how effective Seventeen's brand ambassador is in the Mogu-Mogu brand on Instagram followers @mogumoguid. This research is quantitative, using an online survey method and VisCAP theory (Visibility, Credibility, Attraction, Power). The number of respondents obtained and recorded was 100 respondents using a Likert scale. Respondents in this study are Instagram followers @mogumoguid who know or have seen Seventeen's content on Instagram @mogumoguid as a brand ambassador in the Mogu-Mogu brand. The results showed that all indicators were effective with an average result of 4.09, proving that Seventeen is an effective and appropriate brand ambassador for the Mogu-Mogu brand. The visibility indicator has the highest mean value of 4.23, which means that Seventeen's brand ambassadors are very popular on social media and can increase the attractiveness of the Mogu-Mogu brand.
The Effectiveness of Ji Chang Wook as Traveloka's Brand Ambassador Among Millennials in Indonesia Isyela Netanya Putri Lantu; Daniel Budiana; Astri Yogatama
Journal of Content and Engagement Vol 3 Issue 2 (2025): August 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.2.165-188

Abstract

This study aims to measure the effectiveness of Ji Chang Wook as Traveloka's brand ambassador among Millennials in Indonesia. The research uses a descriptive method with a quantitative approach. Data were collected through an online survey using a questionnaire as the data collection tool. The respondents were 100 Millennials who met the following criteria: they were familiar with Traveloka and Ji Chang Wook as the brand ambassador, and had used Traveloka's services. The effectiveness of the brand ambassador was measured using the VisCAP indicators, which include visibility, credibility, attraction, and power. The results showed an effectiveness score of 4.33, with the attraction indicator recording the highest score of 4.44. In this indicator, respondents believed that Ji Chang Wook is a visually appealing brand ambassador with engaging message delivery characteristics. As a result, most female respondents were drawn to Ji Chang Wook's visual appeal, while male respondents were more attracted to his engaging personality. These findings indicate that Ji Chang Wook has successfully built a strong appeal among Millennials as Traveloka's consumers, while also strengthening the positive perception of the brand. This study highlights the importance of selecting a relevant brand ambassador with strong appeal to enhance emotional connections and consumer engagement with the brand.
Generation Z's Perspective on BCA's Persuasive Message in the "Don't Know? Kasih No!" Educational Video Campaign Dominique Dolpin; Marsefio Luhukay
Journal of Content and Engagement Vol 3 Issue 2 (2025): August 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.2.95-114

Abstract

The digital era has brought technological advances that have influenced Generation Z's lifestyle, particularly in their use of digital transaction services. As a generation familiar with technology, Generation Z is at high risk of cybercrime threats such as online fraud and personal data breaches. This study aims to explore Generation Z's perspectives on the persuasive message of the educational video "Don't Know? Kasih No!" launched by BCA. Using a qualitative approach with descriptive methods, data was collected through interviews with six informants from Generation Z. The results show that Generation Z processes the persuasive message in the educational video campaign "Don't Know? Kasih No!" through two elaboration pathways: the central route and the peripheral route, based on the message's relevance, motivation, and appeal. This study provides insights into digital communication strategies to improve data security literacy, particularly among Generation Z.
The Image of Music Promotor After Communication Crisis Jade Nathania Sutanto; Inri Inggrit Indrayani; Astri Yogatama
Journal of Content and Engagement Vol 3 Issue 2 (2025): August 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.2.115-130

Abstract

This study aims to understand the image of Mecimapro according to members of the X Day6 World Tour in Indonesia community following the communication crisis related to the Day6 concert payment system. The crisis sparked various public responses, reflected through the social media platform X (formerly Twitter), making it a significant medium in shaping public perception of the concert promoter’s image. This research employs a quantitative method using an online survey of 100 respondents aged 17 and above who are members of the X Day6 World Tour in Indonesia community. Image analysis is based on six dimensions of image according to Fill (1999): dynamic, cooperative, business, character, successful, and withdrawn. The results indicate that Mecimapro's image after the payment system communication crisis is categorized as negative. The crisis communication, which was perceived as slow, due to delayed official responses and lack of timely clarification, contributed to a negative perception among community members contributed to the formation of a negative perception among community members. This study highlights the importance of effective crisis communication management and the strategic use of social media in shaping and maintaining a company’s image, particularly in the entertainment industry.
The Effectiveness of Eca Aura as Brand Ambassador for Derma Angel Among the People of Surabaya Natasya Nethania Nava Djianto; Lady Joanne Tjahyana; Chory Angela Wijayanti
Journal of Content and Engagement Vol 3 Issue 2 (2025): August 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.2.131-146

Abstract

This study aims to measure the effectiveness of Eca Aura as a Brand Ambassador for Derma in the marketing public relations (MPR) strategy of the Derma Angel brand in Surabaya City. A Brand Ambassador is an individual who represents a brand and serves as a communication bridge between the brand and the public. In implementing its marketing public relations strategy, Derma Angel appointed Eca Aura as Brand Ambassador to help build communication and increase brand awareness among audiences, as well as establish a positive image for the Derma Angel brand. This study employed a survey method by collecting data through questionnaires, which were distributed to 400 respondents who are residents of Surabaya City using a Likert scale. The findings of this study indicate that Eca Aura is effective as Derma Angel's Brand Ambassador based on the VisCAP indicators, with attractiveness being the most effective indicator among the four indicators. An interesting finding in this study relates to the Visibility indicator, as traditional media such as banners proved to be more effective than online media in enhancing visibility.

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