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Journal of Media and Communication
Published by Global Scients Publisher
ISSN : -     EISSN : 30639581     DOI : https://doi.org/10.62379/jmc
Core Subject : Humanities, Education, Social,
Humanities Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences
Journal of Media and Communication - JMC ( E-ISSN : 3063-9581) published by Global Sciences Publishers is an international, peer-reviewed, and interdisciplinary journal devoted to the study of media and communication with Asian focuses and perspectives. We aim to promote and disseminate high-quality scholarships on media and communication studies, both empirical and theoretical, in and on the Asia-Pacific region and among Asian communities worldwide.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 108 Documents
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Implementasi Komunikasi Persuasif Host Live Streaming dalam Mendorong Penjualan di E-Commerce Shopee Studio Tropik Della Fitriani Prayulia; Ivanina Zuhdi Pane; Ruslan Ramli; Yumelda Sari
Journal of Media and Communication | E-ISSN : 3063-9581 Vol. 3 No. 1 (2026): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

Penelitian ini bertujuan mendeskripsikan dan menganalisis implementasi komunikasi persuasif host live streaming dalam mendukung tujuan penjualan di e-commerce Shopee Studio Tropik. Host berperan sebagai komunikator utama yang menyampaikan pesan produk secara langsung selama siaran, sedangkan proses komunikasi diawali oleh arahan Tim Marketing Bahtera Agency. Penelitian menggunakan paradigma konstruktivisme, pendekatan kualitatif, dan desain studi kasus tunggal holistik. Data primer diperoleh melalui wawancara mendalam semi-terstruktur dengan Heva selaku host sebagai informan utama dan Rido dari Tim Marketing sebagai informan pendukung, dilengkapi observasi nonpartisipan dan dokumentasi. Keabsahan data diuji melalui triangulasi sumber dan teknik, sedangkan analisis data mengacu pada model interaktif Miles, Huberman, dan Saldaña. Hasil penelitian menunjukkan bahwa komunikasi persuasif diimplementasikan dengan menerjemahkan arahan Tim Marketing ke dalam edukasi produk, pengalaman pribadi, demonstrasi produk, penyampaian promosi, dan call to action. Praktik tersebut mencerminkan Retorika Aristoteles, yaitu ethos melalui penguasaan produk dan kompetensi yang ditampilkan, pathos melalui pendekatan emosional dan energi komunikasi, serta logos melalui penjelasan produk secara jelas dan logis. Ketiganya diwujudkan melalui komunikasi verbal dan nonverbal. Namun, konsistensi implementasi menurun pada siaran berdurasi panjang, khususnya fase 120–180 menit, yang ditandai dengan berkurangnya energi, fokus, intonasi, gestur, dan kedalaman penjelasan. Penelitian menyimpulkan bahwa implementasi komunikasi persuasif dibentuk oleh interaksi antara arahan Tim Marketing, kompetensi retorika host, konsistensi performa, dan dukungan operasional.
Strategi Komunikasi Public Relations Rapi Films dalam Menciptakan Awareness Penonton Film Andai Ibu Tidak Menikah dengan Ayah Noviya Zayeda Mattersyd; Safiani A Fararoek; Abdul Malik; Meiyanti Nurchaerani
Journal of Media and Communication | E-ISSN : 3063-9581 Vol. 3 No. 1 (2026): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jmc.v3i1.1818

Abstract

The development of digital technology has transformed Public Relations (PR) practices into more dialogic and participatory forms of communication. This transformation has also influenced film promotion strategies, which increasingly emphasize audience engagement and awareness. This study aims to analyze Rapi Films’ PR communication strategy in creating audience awareness of Andai Ibu Tidak Menikah dengan Ayah. A qualitative approach with a case study method was employed. Data were collected through in-depth interviews, observation, and documentation, and analyzed using the Miles, Huberman, and Saldaña interactive model and the Four-Step Process of Public Relations, consisting of fact finding, planning, communicating, and evaluation. The findings indicate that Rapi Films integrated audience insights, emotional storytelling, digital communication, media relations, KOLs, community engagement, and social engagement. Audience awareness was reflected in their ability to recognize and recall the film and associate it with emotional messages concerning family relationships. The findings suggest that awareness was created through relevant, integrated, and audience-oriented communication.
Transformasi Budaya Tutur di Era Digital: Negosiasi Identitas Pemuda Baduy Luar melalui Media Sosial Euis Heryati; Magvira Yuliani
Journal of Media and Communication | E-ISSN : 3063-9581 Vol. 3 No. 1 (2026): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

Transformasi digital tidak hanya mengubah cara individu berkomunikasi, tetapi juga memengaruhi cara komunitas adat mempertahankan, merepresentasikan, dan menegosiasikan identitas budaya. Masyarakat Baduy dikenal memiliki keterikatan kuat terhadap pikukuh karuhun dan praktik komunikasi berbasis tradisi lisan yang dalam penelitian ini disebut Budaya Tutur. Di tengah perkembangan teknologi digital, terutama media sosial, pemuda Baduy Luar mulai berinteraksi dengan ruang komunikasi yang melampaui batas geografis komunitas. Penelitian ini bertujuan menganalisis bagaimana Budaya Tutur memperoleh bentuk baru dalam ruang digital dan bagaimana pemuda Baduy Luar menegosiasikan identitas budaya melalui media sosial. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus yang dilengkapi keterlibatan lapangan, observasi aktivitas sosial, wawancara semi-terstruktur, pengamatan terhadap materi media sosial yang dapat diakses secara publik, serta analisis dokumen sekunder. Hasil penelitian menunjukkan bahwa transformasi digital tidak serta-merta menghilangkan Budaya Tutur, tetapi memperluas ruang, aktor, bentuk, dan jangkauan komunikasi budaya. Pemuda Baduy Luar tampil sebagai narator budaya yang memproduksi representasi diri melalui simbol, pakaian, aktivitas, dan narasi mengenai kehidupan Baduy. Proses tersebut dapat dipahami sebagai transformasi menuju digital orality, yakni munculnya bentuk komunikasi digital yang mempertahankan unsur naratif, interaktif, dan performatif dari praktik oral. Pada saat yang sama, identitas budaya dinegosiasikan melalui seleksi penggunaan teknologi, reinterpretasi simbol budaya, dan performativitas di hadapan khalayak digital. Media sosial membuka peluang bagi agensi dan visibilitas budaya, tetapi juga menghadirkan risiko penyederhanaan dan komodifikasi. Temuan ini menunjukkan bahwa perubahan budaya pada komunitas adat lebih tepat dipahami sebagai proses negosiasi komunikasi daripada pertentangan sederhana antara tradisi dan modernitas.
Analisis Strategi Komunikasi UMKM “Pisang Kembung Nona Acha” Sebagai Upaya Peningkatan Penjualan Produk Di Kota Ambon Meylani Uneputty; Ronald Alfredo; Yustina Sopacua
Journal of Media and Communication | E-ISSN : 3063-9581 Vol. 3 No. 1 (2026): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

Penelitian ini bertujuan untuk menganalisis Strategi Komunikasi UMKM Pisang Kembung Nona Acha sebagai upaya peningkatan penjualan produk Di Kota Ambon. Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis strategi komunikasi yang digunakan oleh pelaku usaha “Pisang Kembung Nona Acha” dalam meningkatkan penjualan produknya. Pendekatan penelitian yang digunakan adalah deskriptif kualitatif. Data dikumpulkan melalui teknik wawancara mendalam, observasi langsung, serta dokumentasi. Hasil penelitian menunjukkan bahwa UMKM “Pisang Kembung Nona Acha” menerapkan strategi komuniasi berbasis Integrated Marketing Communication (IMC), yaitu periklanan melalui media sosial, promosi penjualan produk pada waktu tertentu, publikasi lewat kegiatan dan event UMKM, personal selling oleh pelaku usaha dan karyawan, serta digital marketing yang menjadi strategi utama. Berbagai strategi tersebut didukung dengan kerja sama antara UMKM Pisang Kembung Nona Acha baik pelaku usaha, karyawan dengan pihak distributor dan juga aplikasi pesan antar makan. Secara keseluruhan, integrasi strategi komunikasi pemasaran ini berhasil mengoptimalkan volume penjualan, meningkatkan frekuensi pembelian, dan memposisikan merek secara kuat di benak konsumen Kota Ambon.
Pengaruh Kredibilitas Public Relations Terhadap Tingkat Penerimaan Pesan Klarifikasi Aqua (Studi Kuantitatif Pada Khalayak Terkait Isu Sumber Mata Air Aqua) Muhammad Rizal Khatami; Veny Purba; Rosanti Utami D.S Yatnosaputro
Journal of Media and Communication | E-ISSN : 3063-9581 Vol. 3 No. 1 (2026): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jmc.v3i1.1823

Abstract

The rise of social media has enabled issues involving organizations to spread rapidly and generate diverse public responses. This was evident in the controversy surrounding AQUA’s water sources, which emerged after the circulation of a video of a surprise inspection uploaded by the Kang Dedi Mulyadi Channel on October 21, 2025. This issue was followed by a clarification statement from AQUA, which elicited differing responses among the public. This study aims to analyze the influence of AQUA’s public relations (PR) credibility on the level of acceptance of the clarification message regarding the AQUA water source issue among all respondents, as well as among the groups of the public that supported and opposed the statement. The study employs an explanatory quantitative approach using a survey method. Data were collected from 136 respondents who were aware of the AQUA water source issue and had seen the clarification message issued by AQUA. The results of the study indicate that the credibility of Public Relations has a significant effect on the level of acceptance of the clarification message among all respondents, with a regression coefficient of 1.202 and a coefficient of determination of 98.3%. A significant influence was also found among the supportive group, with a regression coefficient of 1.150 and an R² of 96.9%, as well as among the opposed group, with a regression coefficient of 1.211 and an R² of 87.6%. These findings indicate that the credibility of Public Relations plays an important role in message acceptance but is not yet fully capable of changing the attitudes of the public who already hold negative views on the issue.
Analisis Model AISAS dalam Membangun Kepuasan Pelanggan melalui Media Sosial Instagram @waroeng_babakan1 (Studi Kasus pada Waroeng Babakan Kota Tangerang) Alpiyah Deani Putri Sakinah; Syurya Muhammad Nur; Euis Heryati; Amar Nugraha
Journal of Media and Communication | E-ISSN : 3063-9581 Vol. 3 No. 1 (2026): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

The use of social media as a marketing communication tool has become increasingly important for culinary businesses seeking to attract attention and build customer relationships. Waroeng Babakan in Tangerang City utilizes its Instagram account, @waroeng_babakan1, to convey information about its products, atmosphere, and activities. This study aims to analyze the application of the AISAS model (Attention, Interest, Search, Action, Share) in fostering customer satisfaction at Waroeng Babakan. The research employs a constructivist paradigm with a descriptive qualitative approach and a single case embedded design. Data were gathered through semi-structured interviews, observation, and documentation involving nine informants, including the owner, social media administrator, staff, and customers, analyzed using the Miles and Huberman interactive model. The results indicate that all AISAS stages were applied with varying effectiveness: attention and interest were built through event, venue, and menu content; search combined Instagram, Google, and word-of-mouth; action included visits and direct-message communication; and share occurred through customer posts, official reposts, and verbal recommendations. Customer satisfaction was shaped not only by Instagram communication but by the alignment between expectations and actual experience, influenced by menu appeal, taste consistency, pricing, atmosphere, and amenities such as Wi-Fi and live music, though gaps remained in menu variety and service friendliness. Thus, the AISAS model shapes customer expectations prior to a visit, while satisfaction is formed through the actual experience gained during the visit.
Persepsi Orang Tua tentang Pembentukan Citra Diri Melalui Media Sosial TikTok (Studi pada Generasi Z di Negeri Wakasihu, Kecamatan Leihitu Barat, Kabupaten Maluku Tengah) Rahmalia Pebrianti Udin; Yustina Sopacua; Ronald Alfredo
Journal of Media and Communication | E-ISSN : 3063-9581 Vol. 3 No. 1 (2026): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

The rapid growth of TikTok among Generation Z has raised various parental perceptions regarding its influence on children's self-image formation. This study aims to examine parents' perceptions of TikTok use by Generation Z in shaping self-image in Wakasihu Village, Leihitu Barat District, Central Maluku Regency. A descriptive qualitative method was employed, with data collected through observation, in-depth interviews, and documentation involving eight parent informants of active Generation Z TikTok users, analyzed using Stephen P. Robbins' perception theory (perceiver, object/target, situation). The results show that parents hold diverse perceptions: some regard TikTok as having positive effects such as increased creativity, knowledge, self-expression, and confidence, while others highlight negative effects including imitation of trends inconsistent with local norms and dependence on social validation through likes and comments. These perceptions are shaped by personal experience, cultural values, and the surrounding social context. Parents consider supervision and companionship essential so that TikTok use remains beneficial without disregarding social and cultural norms. The study concludes that TikTok plays a dual role in shaping the self-image of Generation Z, both positively and negatively, depending on the intensity of parental guidance.
Analisis Wacana Nasionalisme pada Film Eksil dalam upaya Meningkatkan Rasa Nasionalisme Mahasiswa Muhammad Rizky Ardi Saputra; Dani Permana; Rosalia Prismarini Nurdiarti
Journal of Media and Communication | E-ISSN : 3063-9581 Vol. 3 No. 1 (2026): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

This study analyzes the discourse of nationalism in the film "Eksil 1965" using Van Dijk's discourse analysis theory and a social cognition approach. The research explores the production, understanding, and impact of the film's text on social dynamics and public policy in Indonesia. The film "Eksil 1965" depicts the experiences of Indonesian exiles who could not return to their homeland after the September 30 Movement (G30S) in 1965. The findings show that this film effectively expresses various forms of nationalism, including the exiles' longing for their homeland, their struggle to return, and their sacrifices for the country. Despite facing stigma and challenges in exile, nationalism is portrayed as a deep and enduring identity. This study concludes that the film "Eksil 1965" can enhance the sense of nationalism among viewers, especially students, and can be used as a strategy to foster awareness and love for the homeland.

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