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INDONESIA
Interaksi Online
Published by Universitas Diponegoro
ISSN : -     EISSN : -     DOI : -
Core Subject : Science, Social,
Library & Information Science Social Sciences
Jurnal Interaksi Online adalah jurnal yang memuat karya ilmiah mahasiswa S1 Jurusan Ilmu Komunikasi, FISIP Undip. Interaksi Online menerima artikel-artikel yang berfokus pada topik yang ada dalam ranah kajian Ilmu Komunikasi dan Ilmu Sosial
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Articles 82 Documents
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Search results for , issue "Vol 12, No 3: Juli 2024" : 82 Documents clear
Pemaknaan Khalayak Terhadap Keragaman Budaya Indonesia Dalam Musik Video Wonderland Indonesia 2 : The Sacred Nusantara (Chapter 2) Karya Alffy Rev Rasyid Farhan Taufik, Mohammad; Lestari, Sri Budi; Naryoso, Agus
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Indonesia is renowned for its cultural diversity, encompassing various ethnic groups, languages, cultures, and religions. According to the 2010 Population Census by the Central Statistics Agency, there are 1,340 ethnic groups and 720 languages. However, the 2020 Population Census revealed a decline in the use of regional languages among the younger generation. This cultural diversity is showcased in the music video "Wonderland Indonesia 2: The Sacred Nusantara (Chapter 2)" by Alffy Rev. Preliminary research on the viewers’ reactions and comments indicates that audiences often struggle to grasp the messages and meanings behind the representation of Indonesia’s cultural diversity directly. This study aims to understand how viewers interpret the cultural diversity of Indonesia as portrayed in the music video "Wonderland Indonesia 2: The Sacred Nusantara (Chapter 2)." This research employs a constructivist paradigm, utilizing representation theory and Kluckhohn’s cultural elements, which include the language system, knowledge system, kinship and social organization system, living equipment and technology system, economic system, religious system, and art. The study adopts an audience meaning analysis approach to comprehend the viewers' interpretations and positioning regarding the cultural messages conveyed, based on Stuart Hall's three positions of decoding: Dominant, Negotiated, and Oppositional. The findings indicate that the audience has diverse interpretations of this music video, influenced by their cultural backgrounds and knowledge. Most informants adopt a dominant position in interpreting the cultural diversity of Indonesia; however, some informants have differing and critical interpretations of the dominant meaning
PENGARUH TERPAAN YOUTUBE SERIES “ASLINYA KULINER LOKAL BARENG TEH BOTOL SOSRO” PADA CHANNEL YOUTUBE NEX CARLOS DAN E-WOM PADA KOLOM KOMENTAR TERHADAP MINAT BELI PRODUK TEH BOTOL SOSRO Akbar, Bintang; Setyabudi, Djoko; Suryanto Gono, Joyo Nur
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Indonesia is a major player in the global tea industry, which has sparked competition among packaged tea brands. Teh Botol Sosro launched a marketing strategy through a YouTube series in collaboration with food vlogger Nex Carlos. Additionally, the majority of consumers read E-WOM before making a purchase. This study aims to determine the influence of exposure to the YouTube series and the intensity of E-WOM on the purchase intention of Teh Botol Sosro products. The theories used are Integrated Information Theory and the Buyer’s Information Environment Theory. The sampling technique used is non-probability and purposive sampling with a sample size of 100 respondents. Data testing was conducted through a simple linear regression test. The hypothesis testing results indicate that the variable exposure to the YouTube series "Aslinya Kuliner Lokal Bareng Teh Botol Sosro" on Nex Carlos' YouTube channel can explain 43.9% with an influence magnitude of 0.347, and the variable intensity of E-WOM in the comment section can explain 41.9% with an influence magnitude of 0.268 on the purchase intention of Teh Botol Sosro products. Therefore, it can be concluded that the higher the exposure to the YouTube series "Aslinya Kuliner Lokal Bareng Teh Botol Sosro," the higher the purchase intention of Teh Botol Sosro products. Similarly, the higher the intensity of EWOM in the comment section, the higher the purchase intention of Teh Botol Sosro products. Thus, the variables of exposure to the YouTube series and the intensity of E-WOM positively and significantly influence the purchase intention of Teh Botol Sosro products. The authors suggest that Teh Botol Sosro consider using these promotional activities in their marketing communication mix while addressing some of their weaknesses

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