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Jandy Luik
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puslit@petra.ac.id
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joce@petra.ac.id
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Jl. Siwalankerto 121-131, Surabaya 60236, Indonesia
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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 40 Documents
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Impression Management Strategy of Khofifah Indar Parawansa on Instagram Account @khofifah.ip Emanuela Sitorus; Gatut Priyowidodo; Agusly Irawan Aritonang
Journal of Content and Engagement Vol 2 Issue 2 (2024): August 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.2.127-146

Abstract

Impression management refers to an individual's need to present themselves acceptably to others, crucial for maintaining their image and achieving goals. This is particularly important for political actors in Indonesia as a democratic country. One political actor used impression management is Khofifah Indar Parawansa who needed to effectively manage her public image to secure a second term as Governor of East Java, particularly before the 2024 regional elections. This research analyzed Khofifah’s strategies on her Instagram account @khofifah.ip using descriptive quantitative content analysis methods. It examined verbal messages from 222 posts, including photos, videos, and text captions, between February 12, 2024, when Khofifah announced her candidacy, and May 9, 2024, when political dynamics changed. The strategies analyzed were ingratiation, self-promotion, intimidation, exemplification, and supplication. The research found that the most frequently used strategy by Khofifah was Ingratiation particularly the Other Enhancement tactic with the sub-indicator of Sympathy, emphasizing her efforts to gain public favor through various practices of sympathy tactics.
The Effectiveness of Kopiko Sugar Free Advertisement in Korean Drama My Demon in East Java Society Tania Devina; Astri Yogatama; Felicia Goenawan
Journal of Content and Engagement Vol 2 Issue 2 (2024): August 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.2.147-165

Abstract

In December 2023, Kopiko appeared with a new variant, namely sugar free and did product placement in the drama My Demon. The purpose of this study is to determine the effectiveness of Kopiko Sugar Free product placement advertising in Korean drama My Demon on East Java. In this study, the effectiveness will be measured by customer response index, which uses the indicator stages of awareness, comprehend, interest, intention and action. This research approach is quantitative descriptive. The technique used is non-probability sampling and purposive sampling with a sample size of 100 respondents. The result of this research is that the Kopiko Sugar free product placement advertisement is in the effective stage as evidenced by the final result of the CRI multiplication of 58%. This is due to the utilization of the three dimensions of product placement done simultaneously, namely visual, audio and plot connection dimention
Opinions of Gen Z Surabaya Regarding the Effectiveness of the Spokes Character Ronald Mcdonald in Communicating McDonalds' Brand Image. Amadea Daphne Isjwara; Inri Indrayani; Chory Angela Wijayanti
Journal of Content and Engagement Vol 2 Issue 2 (2024): August 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.2.166-181

Abstract

This research was conducted to determine the opinion of Gen Z in Surabaya regarding the effectiveness of Ronald McDonald's Spokes Character in communicating the McDonald's brand image. McDonalds as a fast-food restaurant uses a mascot to communicate its brand image, namely Ronald McDonald. The elements that determine the effectiveness of spokes character include Relevance to product, Expertise and Nostalgia. To measure the effectiveness of the spokes character, opinions were measured among Gen Z Surabaya, which is the dominant population and is interested in McDonalds. Gen Z Surabaya's opinion will be based on three progressive stages, namely Awareness, Acceptance and Action. So, to find out the opinion of Gen Z Surabaya regarding Ronald McDonald's spokes character, researchers conducted descriptive research with a quantitative approach. The method used was a survey of 100 Gen Z McDonald's Surabaya customers. The results of the research show that the Opinion of Gen Z Surabaya regarding the Effectiveness of Ronald McDonald's Spokes Character in Communicating the McDonalds Brand Image is positive and Expertise as the favourable element.
Persuasive Key Message Factors in Marjan Syrup Advertisements from 2021 - 2024 Kezia Maureen; Jandy Luik; Astri Yogatama
Journal of Content and Engagement Vol 2 Issue 2 (2024): August 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.2.182-200

Abstract

Marketing Public Relations (MPR) emphasises not on selling (as in advertising activities) but on providing information, education, and efforts to increase understanding through the addition of knowledge about a product brand. This approach has a stronger impact, and the message conveyed is more memorable to consumers. With a more intensive and comprehensive level of communication compared to advertising, MPR represents a higher concept than regular advertising. MPR emphasises the management aspect of marketing by highlighting consumer welfare. The Marjan Syrup advertisement is one of the most unique and interesting advertisements, which certainly does not escape the attention of the Indonesian public. Since 2019, Marjan has begun to step out of its "ordinary advertisement" comfort zone by using various editing techniques while still incorporating elements of Indonesian folklore. This study provides an overview of the persuasive key message factors contained in the Marjan Syrup advertisements from 2021 to 2024. Using quantitative content analysis, this study is able to examine the message structure, message content, framing, language, and emotional appeals present in each scene of the Marjan Syrup advertisements.The results of the study indicate that the advertisements from 2021 to 2024 contain persuasive key message factors. The most prominent indicators are Message Structure and Language. Additionally, the researchers found that the persuasive key message factors in these four years are suitable for further attracting viewers to the advertisements by conveying messages that contain persuasive elements
Communication Strategy of Peduly Gotong Royong Foundation in Building Volunteer Re-participation in Surabaya Ivana Wardana; Jandy Edipson Luik; Daniel Budiana
Journal of Content and Engagement Vol 2 Issue 1 (2024): April 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.1.15-40

Abstract

Peduly Surabaya is how people called Peduly Gotong Royong Foundation which islocated in Surabaya. Peduly Surabaya started volunteer activities involving external parties inJune 2023. In a month, there are around 3-5 volunteers who return more than twice in thesame month. This statement shows that the level of re-participation in Peduly Surabaya isrelatively high. With a case study method, the case that can be studied from Peduly Surabayais the strategy in attracting volunteers to return to Peduly Surabaya's new volunteer activities.Based on the result, there are six strategies. These six strategies include internal and externalstrategies that are communicated directly or through online media. First, choose amanagement team that is communicative and has high initiative in accordance with Peduly'svalue. Second, consistently communicating various activities online Third, convey the resultsof evaluations and learning from previous activities. Fourth, communication through manymedia. Fifth, familiarize volunteers in creating content about Peduly Surabaya. Sixth,transparency regarding the function of donation contribution
The Effectiveness of Tzuyu as a Brand Ambassador in launching Pond’s Bright Miracle Products on @pondsindonesia Followers Kalla, Rachel Ade Suryaning; Indrayani, Inri Inggrit; Budiana, Daniel
Journal of Content and Engagement Vol 2 Issue 3 (2024): December 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.3.201-218

Abstract

This study aims to measure the effectiveness of Tzuyu as a brand ambassador in launching Pond's bright miracle products on the @pondsindonesia Instagram account. A brand ambassador is someone who is the representative or face of a brand used by companies to communicate and connect with the public. The use of popular celebrities as brand ambassadors in product launches will attract greater attention. Tzuyu is a member of one of the famous girl groups in South Korea, Twice. Pond's appointed Tzuyu as a brand ambassador in the launch of Pond's bright miracle product by using Instagram social media as a tool to convey messages to the audience. This study measures the effectiveness of a brand ambassador using the theory of source credibility by Ohanian (1990). This research uses a descriptive quantitative approach with data collection techniques using an online questionnaire via google form. The purposive sampling technique is in accordance with the criteria determined in selecting respondents who fill out the questionnaire. The results showed that Tzuyu as Pond's brand ambassador in the launch of Pond's bright miracle was declared effective, with attractiveness being the most effective indicator.
The Effectiveness of Using Maudy Ayunda as a Brand Ambassador of Oatside Milk for Indonesian People Kai, Rachel Joeyceline; Aritonang, Agusly Irawan; Tjahyana, Lady Joanne
Journal of Content and Engagement Vol 2 Issue 3 (2024): December 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.3.219-234

Abstract

This research measures the effectiveness of using Maudy Ayunda as a brand ambassador in the marketing public relations (MPR) strategy for the Oatside milk product in Indonesian people. Maudy Ayunda, as a public figure with a positive reputation and wide influence, has been chosen to increase brand awareness and strengthen the positive image of the Oatside milk product. This research uses a survey method by collecting data through questionnaires distributed to 400 people in Indonesia using a Likert scale. The results of this research indicate that the use of Maudy Ayunda as a brand ambassador is effective based on the VisCAP indicators. VisCAP itself consists of visibility, credibility, attraction, and power. This research provides important insights for marketing practitioners in designing MPR strategies that leverage the strength of a brand ambassador to achieve desired communication and marketing goals. According to the research results, the attraction indicator has the most significant effectiveness among the three other indicators.
The Representation of Women Empowerment on The Little Mermaid Movie Rikhana, Priscilla Christy; Lesmana, Fanny; Wijayanti, Chory Angela
Journal of Content and Engagement Vol 2 Issue 3 (2024): December 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.3.235-248

Abstract

The Little Mermaid Movie tells the story of Ariel’s journey to seek freedom and achieve her dream to be a part of the human world. This research explores the representation of women empowerment in the film using John Fiske's semiotic method, broken down into three levels, reality, representation, and ideology. The study employs a descriptive qualitative approach, with the object being the representation of women empowerment and the subject being the film The Little Mermaid. The findings reveal that the women empowerment exhibited by Ariel, the protagonist of the film, is articulated through three categories: women empowerment in making life choices, achieving equality in society, and fostering social change. These categories align with the stages of women empowerment, personal level, interpersonal level, and social action & social change. Furthermore, it is evident that the depiction of a woman with a special status, such as a double minority, can empower individuals with similar statuses who view the film. Additionally, the ideologies of revisionism and feminism are identified in the process of women empowerment depicted in the film.
Audience Reception on Future Anxiety Phenomenon in “Masalah Masa Depan” Music Video by Hindia Wong, Ferry Shandy Welianto; Hadi, Ido Prijana; Aritonang, Agusly Irawan
Journal of Content and Engagement Vol 2 Issue 3 (2024): December 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.3.249-265

Abstract

Future anxiety is a condition where individuals experience uncertainty, fear, anxiety, and concern about potential undesirable changes in the future. The varied backgrounds of the informants add appeal to this study. This research aims to understand how the audience interprets the phenomenon of future anxiety in the music video "Masalah Masa Depan." The music video was chosen for its stronger message delivery compared to just the song. This study employs a qualitative method with Stuart Hall's reception analysis approach, categorising informants into three positions: dominant, negotiated, and oppositional. The findings reveal that three informants have dominant reception, three have negotiated reception, and two have oppositional reception. Informants, aged 16-24 and working as final-year students or young employees, perceive future anxiety as a phenomenon influenced by economic and employment factors.
The Effectiveness of Using Gel Angelicca as Celebrity Endorser of ESQA Cosmetics to Indonesian Women on Instagram Natania, Trisno Lidya; Goenawan, Felicia; Yogatama, Astri
Journal of Content and Engagement Vol 2 Issue 3 (2024): December 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.3.266-283

Abstract

ESQA Cosmetics is a cosmetic brand from Indonesia. ESQA Cosmetics is known as the first vegan cosmetics brand in Indonesia that uses Gel Angelicca as a celebrity endorser in its Marketing Public Relation (MPR) activities. This research was conducted to find out the effectiveness of a celebrity endorser, named Gel Angelicca, in promoting ESQA Cosmetics products to Indonesian women on Instagram. This research uses an online survey method which was distributed to 100 respondents using a Likert scale. The result of this research shows that Gel Angelicca as a celebrity endorser for ESQA Cosmetics has proven to be effective in delivering promotional messages to Indonesian women on Instagram by looking at the values in the TEARS model (Trustworthiness, Expertise, Attractiveness, Respect, Similarity). This research shows that the most effective TEARS model indicator in using Gel Angelicca as a celebrity endorser is the attractiveness indicator.

Page 3 of 4 | Total Record : 40

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