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CommLine
Published by Universitas Al Azhar Indonesia
ISSN : -     EISSN : 29638615     DOI : http://dx.doi.org/10.36722/cl.v8i2.1930
Core Subject : Social,
Social Sciences
Mencakup penelitian seputar isu – isu kontemporer di bidang media & journalism, media & gender, new media, advertising, public relations, media & religion, political communication, development communication, intercultural communication; semua bentuk komunikasi termasuk interpersonal, group, organization, dan public; serta semua subkultur religi yang berkaitan dengan praktik komunikasi).
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 6 Documents
 1 
Search results for , issue "Vol 10, No 1 (2025)" : 6 Documents clear
Strategi Digital Public Relations Camille Beauty Melalui Tiktok @Camillebeauty_Official Alviona, Tsabitha Yonisa; Leonardi, Aska
CommLine Vol 10, No 1 (2025)
Publisher : Universitas Al Azhar Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36722/cl.v10i1.3747

Abstract

ABSTRACT. Camille Beauty in 2019 was not well known by the public or TikTok users when creating content and was less popular. Therefore, researchers want to examine how Camille Beauty can rise and be recognized by TikTok users through digital media. This research method uses descriptive research with a qualitative approach. The data analysis method in this research is qualitative descriptive analysis, the researcher processes and presents the data that has been collected. The sources in this research were marketing managers, social media specialists, and H&R from Camille Beauty. The data collection method uses in-depth interviews and documentation. The key person in this research is Mrs. Rani who serves as a social media specialist at Camille Beauty. The information person in this research is Mr. Levian as the marketing manager of Camille Beauty. In testing the validity of this research, triangulation was used using source triangulation. The results of this research inform the following things, namely; (1). Camille Beauty uses digital media as a forum for communicating with consumers as a way of communicating with the public. (2). Using TikTok as a means of digital media is the best choice for Camille Beauty because Camille Beauty can get good information or responses. The results of this research show that the activities carried out by Camille Beauty through Tiktok @camillebeauty_official are successful in using digital media, because Camille Beauty can be well known by Tiktok users by always actively interacting with Tiktok users every day. 
Pengaruh Iklan YouTube Lazada “Pengiriman Cepat Gratis Ongkir Terhadap Brand Awareness Pada Gen Z di Bogor Setyovani, Dea Arneta; Fauzi, Rizky
CommLine Vol 10, No 1 (2025)
Publisher : Universitas Al Azhar Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36722/cl.v10i1.3212

Abstract

Abstrak. Pertumbuhan pengguna e-commerce di Indonesia terus meningkat, mencapai 196,47 juta orang pada tahun 2023 dengan peningkatan 9,8% dari tahun sebelumnya. Diprediksi bahwa jumlah pengguna akan mencapai 208,55 juta pada akhir tahun 2024. Dampak pertumbuhan e-commerce yang pesat di Indonesia telah memicu persaingan bisnis yang semakin ketat di antara perusahaan-perusahaan di sektor ini, mendorong mereka untuk memperkuat merek mereka melalui periklanan strategis, termasuk melalui platform YouTube. Sebagai salah satu pemain utama e-commerce di Indonesia, Lazada telah menggunakan platform YouTube untuk mempromosikan mereknya. Salah satu iklan Lazada yang menampilkan Isyana Sarasvati dengan pesan "Pengiriman Cepat Gratis Ongkir" telah menarik perhatian banyak orang, dengan lebih dari 319 juta persembahan. Penelitian ini bertujuan untuk mengetahui pengaruh iklan YouTube Lazada "Pengiriman Cepat Gratis Ongkir" terhadap brand awareness di kalangan Gen Z di Bogor. Penelitian ini menggunakan metode kuantitatif dengan non-probability sampling dengan teknik Convenience Sampling disebarkan kepada 100 responden, di mana pengisi kuesioner dengan kriterianya adalah responden pengguna YouTube, paparan iklan Lazada “Pengiriman Cepat Gratis Ongkir”, generasi Z dengan usia 18-26 tahun, dan berdomisili di Bogor. Hasil dari penelitian ini menunjukkan Iklan YouTube Lazada "Pengiriman Cepat Gratis Ongkir" memiliki pengaruh yang lemah terhadap Brand Awareness pada kategori brand recognition pada kalangan generasi Z di Bogor
Fenomena Anti-fans pada Transformasi Persona Selebriti Sam Smith di Media Sosial Aini, Syarifah Nur; Akalili, Awanis; A’yun, Bintan Auliya Qurrota
CommLine Vol 10, No 1 (2025)
Publisher : Universitas Al Azhar Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36722/cl.v10i1.3743

Abstract

Sam Smith seems to be active in appearing to show his feminine aspects since he declared himself non-binary in 2019. Sam Smith has become increasingly brave to be open as a queer individual and shows confidence with his body. Even Sam Smith wore clothes that the public considered strange and revealing, causing various controversies in conservative circles. The purpose of this research is to determine the form of anti-fans that occurred regarding the transformation of celebrity Sam Smith's persona. Through a qualitative approach, it was found that the public who did not like Sam Smith's personal appearance tended to be active in providing negative comments on photo and video uploads on Sam Smith's personal Instagram social media account, namely @samsmith. In the comments by anti-fans, there are visible attempts to insult, use harsh words to demean, give emoticons and memes to represent negative emotions.
Kegagalan Priming Berita Climate Change Terhadap Mahasiswa di Kota Depok Purwantoro, Tono; Sukirno, Zakaria Lantang
CommLine Vol 10, No 1 (2025)
Publisher : Universitas Al Azhar Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36722/cl.v10i1.3758

Abstract

Berita climate change dari media massa online seharusnya menyadarkan pembacanya untuk was-was terhadap ancaman yang terjadi dan terbukti di beberapa wilayah Indonesia fenomena ekstrim seperti suhu panas yang tinggi, kekeringan, hujan disertai angin putting beliung yang sebelumnya jarang pernah terjadi.  Namun, keadaan tersebut belum memberikan pengetahuan ataupun pemahaman kepada masyarakat khususnya mahasiswa di kota Depok walaupun priming berita Koran Tempo mengenai perubahan tersebut beberapa kali dihadirkan sepamjamg 2023.Penelitian dilakukan melalui metode kualitatif eksploratif dengan responden mahasiswa sehingga  menumbuhkan pemahaman terhadap keperdulian lingkungan, dan melakukan tindakan.  Penelitian menunjukkan priming berita belum berhasil membangkitkan kembali pengetahuannya mengenai perubahan iklim karena belum menginterpretasikan secara menyeluruh dampak perubahan tersebut karena kelalain manusia. Bagi responden berita harus informasi yang ingin diketahui, menarik, sedang happening, viral, dan word of mouth. Priming media perubahan iklim dianggap kurang menarik Media massa digital untuk menjadi teman baca mahasiswa perlu memperhatikan kebiasaan mereka dalam menikmati atau mengkonsumsi berita. Banyaknya media digital yang memudahkan mereka mendapatkan berita,  mereka ternyata tidak memiliki media fanatic terhadap satu atau dua media massa online. Bagi mereka, asal beritanya sesuai dengan kebutuhannya dan sedang ramai dibicarakan maka menjadi prioritas dibaca dan dipahami. Sebaiknya, berita climate change dikemas sesuai cara mereka menikmati keseharian gaya hidup mereka. Kata kunci: 
Integrasi Budaya Lokal Dalam Iklan Sebagai Strategi Pemasaran Produk Global Shambodo, Yoedo; Ibrahim, Fachmi; Ismah, Syadiyah Nur; Katigo, Zahrio Herlanda
CommLine Vol 10, No 1 (2025)
Publisher : Universitas Al Azhar Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36722/cl.v10i1.3620

Abstract

Cultural integration is an important approach in an increasingly connected global environment, enabling organizations to respect and utilize cultural diversity to achieve their goals more effectively. This research highlights the importance of understanding and utilizing local cultural elements in global brand marketing campaigns to increase product appeal in local markets through advertising activities designed by advertising agencies. Advertising agencies have a key role in this process, as they are responsible for creating advertising content that is culturally sensitive and relevant to target audiences in different parts of the world. One of the global companies or brands that is trying to integrate culture in its advertising is Lalamove through the global campaign "Make a Winning Move" through the advertising agency they appointed, namely Froyonion HQ. This research uses qualitative methodology with interview and documentation methods. The key informant in this research is the Froyonion HQ creative team who designed advertisements from Lalamove and documentation from various sources. The results of the study concluded that cultural integration in advertising includes the use of several cultural elements such as language systems, livelihood systems and social systems. The Lalamove ad shows the importance of understanding local culture in the context of global brand marketing. With an approach that respects local culture, Lalamove not only creates attractive advertising but also wants to build consumer loyalty. 
Transformasi Perilaku Penonton di Era Digital: Faktor-Faktor yang Mempengaruhi Kunjungan ke Bioskop di Indonesia Salsabila, Nayla; Annisa, Sarah; Fadhila, Syifa; Khairani, Syifa Nur
CommLine Vol 10, No 1 (2025)
Publisher : Universitas Al Azhar Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36722/cl.v10i1.3814

Abstract

The rapid growth of digital streaming platforms has significantly altered consumer behavior in the entertainment industry, posing challenges for traditional cinemas. This study examines the factors influencing Indonesian moviegoers' intention to visit cinemas by replicating Patil et al. (2023)’s model based on stakeholder theory. Through a quantitative approach, data were collected from Indonesian respondents who had visited cinemas within the past six months. The study analyzes key variables, including theater preference, ticketing preference, movie branding, and movie genre, along with moderating factors such as control belief, social companion, and promotional strategies. The findings confirm that theater preference significantly influences the intention to watch movies in cinemas, while ticketing preference does not have a notable impact. Additionally, commercial promotions were found to weaken the influence of movie branding on audience intent. These results highlight the need for Indonesian cinemas to emphasize immersive viewing experiences and strategic marketing efforts to remain competitive in the digital era.

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