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Interaksi Online
Published by Universitas Diponegoro
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Core Subject : Science, Social,
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
Arjuna Subject : -
Articles 1,563 Documents
The Influence of Perceived Ease of Use, Perceived Price Value of Bundling Promotion, and Perceived Attractiveness of Original Contents on Disney+ Hotstar Subscription Intention Muhammad Fadhel Raditya; Tandiyo Pradekso; Hapsari Dwiningtyas Sulistyani
Interaksi Online Vol 10, No 4: Oktober 2022
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Disney+ Hotstar as a technology-based paid movie streaming service, of course, is required to have and create a feeling of ease while using the services offered for its users. The experience in question is that the application can be used easily and can meet the expectations of convenience for its users, as well as being able to access available content without network or advertising barriers. In addition, Disney+ Hotstar also uses several strategies to increase sales and build buyer interest to then subscribe to Disney+ Hotstar. One of them is Disney+ Hotstar in collaboration with Telkomsel to create a bundling product, where buyers can purchase packages that include a Disney+ Hotstar subscription, as well as quotas to enjoy the available services. Disney+ Hotstar also then produces original content that is considered to be able to attract the attention of potential Disney+ Hotstar customers. These original contents are only available on Disney+ Hotstar, and can only be enjoyed by Disney+ Hotstar subscribers. However, several surveys conducted in 2021 show that Disney+ Hotstar is still behind its competitors in the SVOD market. This study aims to explain the effect of perceived ease of use, perceived price value of bundling promotions, and perceived interest in original content on interest in subscribing to Disney+ Hotstar. The theory used in this study is the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2), with a sampling technique in the form of non-probability sampling. The sample is 100 people with 1 characteristics of active SVOD users and Telkomsel users aged 18-34 years, and have never subscribed to Disney+ Hotstar before. The results of hypothesis testing with multiple regression techniques show that there is no effect of perceived ease of use, perceived price value, and perceived content interest on buying interest with a significance value of (0.083). This shows that perceived ease of use, perceived price value, and perceived content interest have no simultaneous effect on respondents' intention to subscribe to Disney+ Hotstar.
REPRESENTASI OBJEKTIFIKASI PEREMPUAN DALAM FILM SELESAI (ANALISIS SEMIOTIKA ROLAND BARTHES) Freshia Trinanda Hamid; Sunarto Sunarto; Lintang Ratri Rahmiaji
Interaksi Online Vol 11, No 1: Januari 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Film productions in Indonesia still present characterizations that are attached to traditional gender constructions and objectify the female body. The director of “Selesai” stated that this movie is produced as a form of his perception regarding the patriarchal culture in Indonesia, presenting social facts, starting a new perspective, and not discrediting women. Based on the director's statement, this study aims to describe the objectification of women and find the dominant ideology in the text. The main theory used is standpoint theory, supported by male gaze theory, radical libertarian feminism, and the concept of objectification of NussbaumLangton. The method used is the semiotic analysis of Roland Barthes (5 codes). The main finding of this research is that “Selesai” represents the objectification of women, where the objectification is carried out by men, fellow women, and women themselves. Referring to the concept of Nussbaum Langton, some forms of objectification found in the movie; Instrumentality, where women are used as tools to satisfy men's sex that is represented in the movie through mistresses, girlfriends, and even in imagination, used as money-making tools and seen as instruments that should give birth in marriage relations. Denial of autonomy and inertness, a restriction on women when they try to make decisions for themselves such as husbands who refuse to divorce, women who have no autonomy to determine whether to give birth and are admitted to mental hospitals. Ownership can be seen from the unequal ownership relations where men tend to be dominant in both dating and marriage relationships and “playing victim” practices to justify the commitment violations. Fungibility, women can be exchanged if she didn’t meet expectations. Violability, women as objects who can be treated harshly, to be hurt, their rights are fine to be robbed, cheated on, and bullied verbally and non-verbally. Denial of subjectivity, women's experiences, and feelings are ignored. Reduction of appearance, women's value is reduced based on their appearance and reduction of the body where there is a focus on women through how the camera works on certain body parts. The objectification in “Selesai” is accompanied by a lack of female resistance, this emphasizes the dominant ideology of patriarchy and contradicts the director's statement which says that this movie didn’t discredit women because the facts chosen in this movie aren’t constructed well with gender equality. Based on the results of this critical research, it’s inaccurate if the contents of the film are used as material for a reflection to change society.
PENGARUH TERPAAN NATIVE ADVERTISING ERIGO TAKE OVER DAN KREDIBILITAS CELEBRITY ENDORSER DI MEDIA SOSIAL TERHADAP BRAND IMAGE ERIGO Daffa Satriowibowo; Tandiyo Pradekso; Nurist Surayya Ulfa
Interaksi Online Vol 10, No 4: Oktober 2022
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Even though Erigo has carried out a massive marketing strategy with a large budget, which is approximately 718 million for native advertising, Erigo take over and 50 billion for celebrity endorsers who have high credibility. This is inversely proportional to the efforts made by Erigo in running native advertising related to the Erigo take over program as a program that is ready to go global and optimize celebrity endorser strategies on social media. This research uses explanatory quantitative research type. The population in this study is an audience aged 18-35 years who have been exposed to native advertising Erigo take over and know Erigo's celebrity endorser. This study uses a non-probability sampling technique with a total of 100 respondents. The sampling technique used in this study was based on chance or accidental. The theory used in this research is cognitive learning theory and source credibility theory. The findings in this study indicate that Erigo's take over native advertising exposure is at a sufficient level. This shows that some respondents have sufficient knowledge of exposure to information in native advertising Erigo take over. Then, exposure to celebrity endorser Erigo's credibility on social media is at a high level. This shows that some respondents have a good perception of the credibility of the celebrity endorser owned by Erigo. Then, most of the respondents also have a good perception of Erigo's brand image. The results of testing all hypotheses in this study using simple linear regression analysis showed that the study was not significant or there was no influence between the X1 variable (Native Advertising Erigo Take Over Exposure) on the Y variable (Erigo Brand Image) with a significance value of 0.941. This shows that the level of exposure to information from native advertising Erigo take over in online media articles does not partially affect Erigo's brand image. Then, there is no or no significant effect between variable X2 (Credibility of Celebrity endorsers on social media) to variable Y (Brand image Erigo) with a significance value of 0.497. this shows that the high and low credibility of celebrity endorser Erigo on social media does not partially affect Erigo's brand image.
HUBUNGAN PERSEPSI PESAN SUSTAINABLE BEAUTY DAN DAYA TARIK BRAND AMBASSADOR GARNIER DALAM KAMPANYE GARNIER GREEN BEAUTY DENGAN BRAND IMAGE GARNIER SEBAGAI BRAND RAMAH LINGKUNGAN Marsha Fildzaishma; Tandiyo Pradekso; Nurist Surayya Ulfa
Interaksi Online Vol 10, No 4: Oktober 2022
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Brand produk kecantikan dan perawatan yang memiliki aspek environmental friendly dapat memiliki citra yang lebih baik karena dianggap peduli pada kelestarian lingkungan yang terdampak oleh industri kecantikan dan perawatan. Sebagai bentuk kepedulian dan upaya menjaga lingkungan yang terdampak, Garnier menerapkan green marketing pada industrinya dengan menjalankan Kampanye Garnier Green Beauty yang memiliki pesan utama sustainable beauty dengan pendekatan Integrated Marketing Communication. Penelitian ini bertujuan untuk menjelaskan hubungan antara persepsi pesan sustainable beauty dan daya tarik brand ambassador Garnier dalam Kampanye Garnier Green Beauty dengan brand image Garnier sebagai brand ramah lingkungan. Penelitian ini menggunakan Advertising Exposure Model dan Source Attractiveness Theory, dengan sampel penelitian berjumlah 100 orang dengan karakteristik perempuan atau laki-laki, berusia 16-30 tahun, dan mengetahui Kampanye Garnier Green Beauty dalam tiga bulan terakhir. Nonprobability sampling digunakan dalam pengambilan sampel dengan teknik purposive sampling. Pengujian dan analisis data dalam penelitian ini menggunakan uji korelasi Kendall’s Tau B. Hasil penelitian menunjukkan adanya hubungan antara persepsi pesan sustainable beauty dalam Kampanye Garnier Green Beauty dengan brand image Garnier serta menunjukkan adanya hubungan antara daya tarik brand ambassador Garnier dalam Kampanye Garnier Green Beauty dengan brand image Garnier. Persepsi pesan sustainable beauty yang sesuai dengan apa yang telah dikomunikasikan dan daya tarik terhadap brand ambassador Garnier yang tinggi berkaitan dengan persepsi mengenai brand image Garnier positif sesuai dengan apa yang dikomunikasikan dalam Kampanye, yaitu Garnier sebagai brand kecantikan dan perawatan yang ramah lingkungan dengan sustainable beauty.
PENGALAMAN KOMUNIKASI KELOMPOK USIA DEWASA DALAM KEKACAUAN INFORMASI SEPUTAR COVID-19 DI MEDIA SOSIAL Afifah Azzahra; S. Rouli Manalu; Wiwid Noor Rakhmad
Interaksi Online Vol 11, No 1: Januari 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The Covid-19 pandemic phenomenon not only concerns the issues of a health crisis, but it has also resulted in a cascade of information, including facts and hoaxes, that is difficult to distinguish from one another and is easily shared through digital networks, one of which is social media. This situation, which is also known as information disorder, causes issues with the reception, processing, and interpretation of information that may vary from person to person. This study intends to acquire a thorough understanding of the subjective communication experiences of people in the adult age group when coping with the deluge of information concerning Covid-19 on social media. This research is qualitative research that uses an interpretive paradigm with an Interpretative Phenomenological Analysis (IPA) approach. The Elaboration Likelihood Model served as the study’s theoretical foundation. This research uses the concept of an echo chamber, filter bubble, and confirmation bias to show the characteristics of information about Covid-19 on social media due to the algorithm operating system. In-depth interviews with both male and female participants who met the age requirement of over 35 years old were employed as the method of data collection in this study, along with the usage of social media to address participants' information demands regarding Covid-19. The findings of this research indicate that individual interpretation and the type of response that is conveyed through behaviours and/or decision-making are impacted by subjective experience in handling various forms of information disorder concerning Covid-19 on social media. Some of the findings that reflect the communication relationship among participants in interpreting the disorder of information about Covid-19 on social media include (i) individuals in the adult age group consider WhatsApp as the main contributor to the conflicting information regarding Covid-19 on social media. (ii) People in the adult age group find it difficult to sort through the deluge of information regarding Covid-19 because they are unaware of the social media algorithm system. (iii) Possession of prior knowledge, be it false or true, related to Covid-19 makes information processing carried out by individuals in the adult age group biased. (iv) The lack of personal motivation to seek the correct information affects how much individuals in the adult age group can believe a certain piece of information during the disorder of information regarding Covid-19. (v) The disorder of information regarding Covid-19 has made individuals in the adult age group experience pandemic fatigue.
Representasi Diskriminasi Kecantikan Perempuan Dalam Film “Imperfect” Rr. Maya Puspa Hapsari; Sunarto Sunarto
Interaksi Online Vol 11, No 1: Januari 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Film merupakan media yang efektif untuk menyampaikan pesan dan menunjukkan representasi dari sebuah adegan sehingga pesan dapat diterima dengan baik oleh khalayak. Diskriminasi kecantikan pada perempuan terjadi karena adanya sebuah mitos kecantikan, dimana perempuan dikendalikan oleh ideologi patriarki yang dibangun oleh media massa, kemudian membuat sebuah standar kecantikan yang akhirnya menimbulkan kesenjangan sosial kepada perempuan akan kecantikannya. Penelitian ini bertujuan untuk mengetahui adanya sebuah representasi diskriminasi kecantikan yang dialami oleh perempuan dengan menggunakan teori sudut pandang (Standpoint Theory) dan aliran feminisme radikal kultural. Subjek yang digunakan pada penelitian ini adalah film “Imperfect” 2019 yang menunjukkan adanya sebuah diskriminasi kecantikan pada perempuan. Metode analisis yang digunakan pada penelitian ini merupakan 5 kode pembacaan Roland Barthes pada leksia yang telah dipilih. Hasil dari penelitian ini menunjukkan bahwa pada film “Imperfect” terdapat diskriminasi kecantikan perempuan yang terjadi secara individual maupun berkelompok. Film “Imperfect” sendiri juga memberikan hasil bahwa perempuan harus lebih menghargai diri sendiri dan melawan adanya sebuah standar kecantikan yang menyebabkan munculnya diskriminasi kecantikan pada perempuan. Meskipun demikian, dukungan dari pola pikir masyarakat dan media massa juga dibutuhkan untuk memberikan dampak dalam mengurangi standar kecantikan yang makin meluas.
PENGARUH TERPAAN IKLAN LAZADA DAN DAYA TARIK BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DI LAZADA Ilman Mursid Andaru; Agus Naryoso; Joyo Nur Suryanto Gono
Interaksi Online Vol 11, No 1: Januari 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Pandemi COVID-19 telah memberikan dampak yang signifikan bagi dunia. Salah satu bidang yang terkena dampaknya adalah cara hidup masyarakat Indonesia. Survei SnapCart global yang dilakukan di Indonesia selama COVID-19 mengungkapkan bahwa 78% konsumen telah beralih ke pembelian online. Selain itu, produsen dan pelanggan di Indonesia menghadapi lebih banyak kesulitan meskipun bisnis internet semakin populer di sana. Meski Lazada gencar menerapkan strategi pemasaran melalui berbagai promosi dari iklan yang ditampilkan dan menggunakan brand ambassador ternama asal Korea Selatan, yakni Hyun Bin, Lazada masih tertinggal dari e-commerce lain seperti Tokopedia dan Shopee. Lazada adalah perusahaan e- commerce dengan visi untuk dapat mendominasi di Asia Tenggara. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana paparan iklan Lazada dan daya tarik brand ambassador mempengaruhi keputusan pembelian Lazada. Teori Periklanan yang Kuat dan Daya Tarik Sumber digunakan dalam penelitian ini. Peneliti menggunakan teknik numerik. Purposive sampling digunakan untuk memilih sampel penelitian ini, yang terdiri dari 80 responden. Berdasarkan temuan penelitian terdapat pengaruh yang cukup besar karena hasil uji regresi linier berganda memiliki nilai 0,000 < 0,05. Selain itu, nilai koefisien determinasi atau hasil RSquare menunjukkan angka sebesar 0,258, atau dapat disimpulkan bahwa 25,8% terpaan iklan Lazada (X1) dan daya tarik brand ambassador (X2) berpengaruh terhadap keputusan pembelian di Lazada (Y), dengan sisanya 74,2% disesuaikan dengan faktor tambahan yang tidak termasuk dalam variabel penelitian yang diselidiki. Oleh karena itu, dapat disimpulkan bahwa hipotesis pertama (H1) dan hipotesis kedua (H2) dapat diterimaPenelitian yang berjudul “Pengaruh Terpaan Iklan Lazada dan Daya Tarik Brand Ambassador terhadap Keputusan Pembelian di Lazada” memiliki sistematika penulisan yang terkategori pada lima bab. Bab pertama mencangkup latar belakang penelitian, rumusan masalah, kerangka teori, dan metodologi penelitian yang digunakan dalam penulisan skripsi ini. Selanjutnya, pada bab kedua, pembaca dapat menemukan penjelasan lebih lanjut mengenai yang Berkaitan dengan setiap variabel yang diteliti. Hasil temuan penelitian pada masing-masing variabel terpaan iklan Lazada dan daya tarik brand ambassador terhadap keputusan pembelian dipaparkan pada bab ketiga. Sementara itu, hasil pengujian hipotesis dan analisis pada penelitian ini di uraikan oleh peneliti pada bab keempat beserta pembahasannya. Kemudian, pada bab kelima peneliti menguraikan keismpulan yang telah didapatkan dari hasil penelitian dan pengujian hipotesis serta saran yang ditujukan kepada pihak-pihak yang berkaitan dengan topik dalam penelitian ini. Demikian skripsi ini disusun dengan sebaik-baiknya, penulis sadar bahwa masih terdapat pelbagai kekurangan dan kelemahan dalam skripsi yang telah disajikan oleh penulis. Dengan demikian, penulis terbuka untuk kritik dan saran yang diberikan para pembacanya demi membangun penelitian yang lebih berkualitas pada masa mendatang. Kemudian, penulis memberikan dedikasi skripsi ini agar dapat bermanfaat untuk kalangan akademisi serta terkhusus pada setiap pembacanya.
PENGARUH PENILAIAN CITRA MEREK DAN INTENSITAS TERPAAN TESTIMONI NEGATIF TENTANG PELAYANAN JNE DI MEDIA ONLINE TERHADAP TINGKAT KEPERCAYAAN MASYARAKAT UNTUK MENGGUNAKAN JNE Putrika Nayana Pradhanika; Adi Nugroho; Muhammad Bayu Widagdo
Interaksi Online Vol 11, No 1: Januari 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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JNE is known as one of the biggest Indonesian logistics and freight forwarding companies. Even though JNE has won the Top Brand Index title for the Courier Service Category 8 times, it turns out that JNE often gets negative testimonials or complaints from its customers. This research aims to see the influence of brand image and exposure of bad testimonials about JNE's service in digital media to the level of public trust to use JNE. The theories used in this research are Expectancy-value Theory and Information Integration Theory by Philip Palmgreen. In determining the sample, this research used a non-probability sampling technique with a sample of 50 people, male or female, aged 18-35 years, often doing online shopping, had to use JNE’s service, and also had read bad testimonials about JNE’s service in digital media. The test is carried out using the Ordinal Regression Test. The results showed that brand image perception influences the level of public trust to use JNE. Furthermore, there is a significance correlation between the intensity exposure of bad testimonials about JNE's service in digital media with the level of public trust to use JNE
PENGGUNAAN MEDIA SOSIAL TWITTER SEBAGAI MEDIA PRESENTASI DIRI PADA PREFERENSI POLITIK M. Ikhlasul Amal; Agus Naryoso; Adi Nugroho
Interaksi Online Vol 11, No 1: Januari 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Twitter merupakan media sosial microblog dengan segudang fitur yang dapat menunjang perwujudan presentasi diri termasuk pada preferensi politik. Sayangnya, seringkali bentuk presentasi diri akan preferensi politik di media sosial Twitter juga digunakan sebagai wadah penyebaran hoax, ujaran kebencian, serta penghinaan berbau sara oleh beberapa pengguna. Melalui penelitian ini, ingin melihat tentang alasan, bagaimana, serta dampak dan hambatan yang dirasakan tatkala menggunakan Twitter sebagai media presentasi diri pada preferensi politik khususnya dalam merespon informasi mengenai Puan Maharani dalam konteks Pemilihan Presiden 2024 dari sudut pandang pegiat media sosial. Penelitian menggunakan jenis penelitian kualitatif deskriptif dengan metode studi kasus. Pengumpulan data berasal dari interview mendalam dengan teori utama yang mencakup Teori Presentasi Diri dan Teori Perencanaan. Analisis hasil penelitian menunjukkan bahwasanya pegiat media sosial Twitter memiliki alasan utama dalam pemilihan Twitter yang didasari pada sifat media sosial microblog dan juga fitur yang dimiliki Twitter. Pegiat media sosial kemudian akan menunjukkan presentasi diri melalui strategi serta evaluasi atas respon yang didapatkan dari pengguna lain sesuai dengan Self Presentation Strategies. Apabila dikaitkan dengan preferensi politik, terdapat faktor yang membuat pegiat media sosial condong dalam preferensi tertentu. Dari beberapa indikator tersebut, pegiat media sosial akan menunjukkan presentasi diri akan preferensi politik melalui pesan yang mereka bawa dengan pertimbangan tertentu melalui profiling dan cuitan untuk mencapai tujuan tertentu. Berdasarkan hasil penelitian yang didapat, disimpulkan bahwa Twitter memiliki sifat dan fitur yang memudahkan penggunanya untuk menunjukkan presentasi diri termasuk pada preferensi politik. Para pengguna akan menggunakan strategi sesuai dengan yang dikehendaki dalam menunjukkan presentasi dirinya. Hal ini bertujuan untuk menciptakan presentasi diri yang diinginkan. Dengan merekomendasikan penggunaan etika berkomunikasi dalam menunjukkan presentasi diri akan preferensi politik, pengguna akan menyampaikan pesan yang ingin dibawa dengan caranya masing-masing dengan penuh pertimbangan sehingga dapat tersampaikan secara utuh dan efektif untuk mengkonstruksikan citra diri mereka di depan pengguna lain.
Pengaruh Terpaan Berita Hoaks Efek Vaksin dan Frekuensi Komunikasi dengan Kelompok Rujukan Terhadap Keputusan Melakukan Vaksinasi COVID-19 Nadin Khairun Nisa; Agus Naryoso; Djoko Setyabudi
Interaksi Online Vol 11, No 1: Januari 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The increase in coronavirus cases in Indonesia increases the urgency of achieving herd immunity. In pursuit of this, the Indonesian government launched the National Vaccination Program. However, in some areas such as Semarang City, the vaccina-tion target has not been achieved. In addition, confusing information related to vac-cination continues to spread among the public, Kominfo noted that there are 1,979 findings of hoax news about COVID-19 vaccination, which is feared to deter people from vaccinating against COVID-19. Therefore, this study aims to determine the ef-fect of exposure to vaccine effect hoaxes and the frequency of communication with reference groups on the decision to vaccinate against COVID-19. The theory used in this study is the mass communicarion effect theory and refer-encegroup theory. This study used non-probability sampling techniques and took a total of 100 samples. The criteria for this research sample are domiciled in Semarang City, aged 18-60 years, actively accessing social media / having experience of being exposed to hoaxes. The results of the study with simple linear regression data analy-sis show that exposure to vaccine hoaxes has an influence on the decision to vac-cinate against COVID-19 with a significance value of 0.00 ≤ 0.01 or highly signifi-cant and an R Square of 0.149 or an influence value of 14.9 percent. Furthermore, the Frequency of Communication with Referral Groups has an influence on the De-cision to Vaccinate COVID-19 with a significance value of 0.00 ≤ 0.01 or very sig-nificant with an R Square of 0.173 or an influence value of 17.3 percent.