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INDONESIA
Interaksi Online
Published by Universitas Diponegoro
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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 1,714 Documents
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PENGARUH DAYA TARIK TRANSIT ADVERTISING DAN KREDIBILITAS BRAND AMBASSADOR TERHADAP MINAT BELI COLLAGENA Lukito Mughni Purwanto; Lintang Ratri Rahmiaji
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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PT Mayora Indah Tbk launched Collagena as the first ready-to-drink sterilized milk product in Indonesia containing 1,000 mg of collagen. As a new product still in the introduction stage, Collagena faces challenges in building consumer awareness and purchase intention. In its marketing strategy, Collagena utilizes transit advertising and brand ambassador Song Hye Kyo. Awareness of Collagena based on Brand24 data shows positive growth, while previous studies have demonstrated that transit advertising and brand ambassadors influence purchase intention. However, Collagena has not yet entered the list of competing brands in the ready-to drink sterilized milk category based on the Top Brand Index. This condition raises questions regarding the effectiveness of the marketing strategies implemented, particularly in building purchase intention for a new product such as Collagena, considering that most previous studies were conducted on well-established products. This study employed a quantitative explanatory approach through questionnaires distributed to 106 respondents in the Greater Jakarta area who had been exposed to Collagena marketing. The data were analyzed using simple linear regression. The results indicate that the attractiveness of transit advertising and the credibility of the brand ambassador partially have a positive and significant effect on Collagena purchase intention. Therefore, both marketing strategies are considered effe
REPRESENTASI DEMONSTRASI 25 AGUSTUS 2025 DALAM FOTO JURNALISTIK PADA MEDIA KOMPAS.ID: ANALISIS SEMIOTIKA ROLAND BARTHES Andita Ari Putri; Muhammad Bayu Widagdo
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The August 25, 2025 demonstration in front of the DPR/MPR RI building attracted widespread public attention and extensive media coverage, including by Kompas.id. Through photojournalism, media not only documents events but also constructs particular representations and meanings. This study aims to analyze the denotative, connotative, and mythological meanings embedded in the photojournalistic coverage of the demonstration published by Kompas.id. Employing a descriptive qualitative approach within a critical paradigm, this research applies Roland Barthes' semiotic analysis to 13 purposively selected photographs. The analysis was conducted through three levels of signification: denotation, connotation, and myth. The findings show that, at the denotative level, the photographs depict various dynamics of the demonstration involving demonstrators, security forces, and crowd-control equipment around the DPR/MPR RI complex. At the connotative level, demonstrators are represented as courageous actors advocating for public interests, while security forces are portrayed as symbols of state authority and control. At the mythological level, four dominant myths emerge: demonstrations as a struggle for justice, the state represented through its coercive security apparatus, nationalism aligned with the people's side, and demonstrations as a contestation arena between citizens and power. This study concludes that Kompas.id's photojournalism functions not only as visual documentation but also as a medium for constructing social and ideological meanings related to the relationship between citizens, the state, and democracy.
REPRESENTASI PERILAKU MANIPULATIF TOKOH GEMA PADA FILM TINGGAL MENINGGAL (2025) Nur Azizah Febriani Nur Azizah Febriani; Muhammad Bayu Widagdo
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Film Tinggal Meninggal (2025), directed by Kristo Immanuel, reached the top position on Netflix Indonesia in January 2026, centering on Gema, a corporate employee who develops manipulative behaviors after experiencing systematic social neglect. This study aims to analyze how Gema's manipulative behavior is represented through denotation, connotation, and myth in Roland Barthes' semiotics. Using a qualitative descriptive approach with a critical paradigm, this research applies Stuart Hall's representation theory, Gramsci's hegemony, and Cultural Studies, with data drawn from 15 purposively selected scene lexias analyzed through Barthes' five reading codes. Findings reveal that at the denotation level, Gema's manipulation is captured through her fabrication of identity "Bima"; at the connotation level, it signifies a survival mechanism of a marginalized individual; and at the myth level, the film dismantles the assumption that manipulators are entirely culpable. This study concludes that film can deconstruct hegemonic myths surrounding social marginalization
Memahami Fenomena Quiet Quitting sebagai Akomodasi Komunikasi dalam Pengalaman Bekerja di Kalangan Generasi-Z Hafyan Syafi Baihaqi; Yohanes Thianika Budiarsa
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The phenomenon of quiet quitting has gained significant attention in the modern workplace, particularly among Generation Z employees who possess distinct work characteristics and expectations compared to previous generations. This study aims to understand how Generation Z interprets quiet quitting as a form of communication accommodation in their work experiences. The research employs an interpretive paradigm with a qualitative phenomenological approach. Data were collected through in-depth interviews with three Generation Z informants who had work experience and demonstrated characteristics associated with quiet quitting behavior. Data were analyzed using Creswell’s phenomenological approach, which draws on Moustakas’ framework. The analysis involved horizontalization, clustering of themes, the construction of textual and structural descriptions, and the synthesis of the essence of participants’ lived experiences.. The findings reveal that quiet quitting is perceived as a communication strategy to maintain personal boundaries, mental well-being, and work-life balance. Experiences of limited openness in communication, lack of appreciation, restricted opportunities for participation, and imbalanced communication between supervisors and employees encouraged participants to reduce emotional involvement and contributions beyond their formal responsibilities. From the perspective of Communication Accommodation Theory, this behavior can be understood as a form of divergence communication manifested through limited participation and emotional withdrawal from the organization. The study concludes that quiet quitting should not merely be viewed as a lack of work commitment, but rather as a communication response emerging from individuals’ subjective experiences within the workplace.
MEMAHAMI PROSES MARKETISASI LEMBAGA PENYIARAN PUBLIK UNTUK MEMPERTAHANKAN EKSISTENSI DI ERA DIGITAL: STUDI KASUS TVRI STASIUN JAWA TENGAH Cathlene Tanty Rahmaika Tambunan Cathlene Tanty Rahmaika Tambunan; Sunarto Sunarto
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

The development of the digital era has shifted public media consumption patterns and threatened the existence of broadcasting media in Indonesia, including TVRI as a Public Service Broadcaster. As a public broadcasting institution, TVRI has been mandated to reach all Indonesian citizens under Government Regulation No. 13 of 2005. However, a decline in terrestrial television viewership and the failure to achieve the 2025 Non-Tax State Revenue (PNBP) target have been experienced by TVRI. These conditions have encouraged TVRI Central Java Station to integrate market logic into a non-commercial public institution, a process referred to as marketization. This study was conducted to understand the marketization process undertaken by TVRI Central Java Station in maintaining its existence in the digital era. A qualitative approach with a post-positivist paradigm was employed. Data were collected through in-depth interviews with eight informants, direct observation, and documentation, and were subsequently analyzed using a case study method based on Murschetz's (2017) Extended Structure–Conduct–Performance (SCP) framework. The findings indicate that changes in market structure and government policies have led TVRI Central Java Station to implement marketization through a hybrid institutional logic, in which market logic and public service logic are simultaneously applied. Market logic is manifested through direct marketing, audience segmentation, advertising product diversification, multiplatform distribution, the use of artificial intelligence (AI) to improve production efficiency, and the utilization of commercial opportunities. On the other hand, public service logic is maintained through the production of informational and local cultural content, international to local news programs delivered in regional languages, religious education programs, the application of news framing that prioritizes national unity, and the relay broadcasting of TVRI National and Presidential broadcasts. This study concludes that marketization at TVRI Central Java Station does not represent full commercialization but rather an institutional negotiation between market logic and the public service mandate. The existence of public service broadcasting institutions in the digital era is determined by their ability to build digital visibility while preserving their identity as public media institutions. Therefore, content strategies should be optimized according to the characteristics of each digital platform, human resource capacity should be strengthened, and a more accurate audience measurement system should be developed.
PENGARUH TERPAAN KONTEN NEGATIF PROGRAM MAKAN BERGIZI GRATIS DI TIKTOK DAN TINGKAT LITERASI DIGITAL TERHADAP CITRA PRESIDEN PRABOWO SUBIANTO Ayub Susilo Hutauruk; Agus Naryoso
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This study aims to analyze the influence of exposure to content regarding the Free Nutritious Meal Program (Program Makan Bergizi Gratis/MBG) on TikTok and the level of digital literacy on the public image of President Prabowo Subianto. The study is motivated by the widespread dissemination of information about the MBG Program on social media, particularly TikTok, which has the potential to shape public perceptions of President Prabowo Subianto as a figure closely associated with the program. This research employed an explanatory quantitative approach using a survey method involving TikTok users in Indonesia who had been exposed to content related to the MBG Program. Data were collected through questionnaires and analyzed using multiple linear regression.The findings indicate that exposure to content regarding the Free Nutritious Meal Program on TikTok influences the public image of President Prabowo Subianto. Higher exposure to content containing negative narratives about the program tends to be associated with a less favorable image of President Prabowo Subianto among TikTok users. In contrast, a higher level of digital literacy encourages individuals to critically understand and evaluate information, enabling them to develop more balanced and proportional assessments of President Prabowo Subianto.The study also reveals that exposure to content regarding the Free Nutritious Meal Program on TikTok and digital literacy jointly contribute to the formation of President Prabowo Subianto’s public image. These findings suggest that political image formation in the digital era is influenced not only by information disseminated through social media but also by individuals’ ability to access, understand, evaluate, and verify the information they receive.This study highlights the significant role of social media in shaping political image, while digital literacy functions as an essential capability that helps individuals respond to information in a more critical and objective manner. Therefore, enhancing digital literacy is important to support the development of more rational public judgments regarding public policies and political figures in the digital era.
THE ADOPTION OF GENERATIVE AI AMONG INDONESIAN UNIVERSITY STUDENTS Azrielira Callista Syavina; Nurist Surayya Ulfa
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The adoption of generative artificial intelligence (AI) tools has increasingly become part of Indonesian university students’ academic activities. This study explores the adoption of a generative AI tool among Indonesian university students. Using a quantitative survey approach, data were collected from 150 respondents through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine patterns in adoption behavior. The findings indicate that students’ adoption of generative AI is strongly connected to how they perceive its practical role in supporting academic work. Students who develop clear intentions to use generative AI tend to translate into adoption in their academic activities. Overall, this study highlights that the adoption of generative AI among Indonesian university students reflects a growing on AI tools as part of everyday learning activities.
PERAN ACCOUNT EXECUTIVE, STRATEGIST, DAN EVENT MANAGER UNTUK MENINGKATKAN BRAND AWARENESS DAN BRAND ENGAGEMENT MAMI AYAM POP MELALUI KAMPANYE "FLAVOR AND TUNES POP” Neva Aulia Theresya Rasjid; Agus Naryoso
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Mami Ayam Pop is a culinary micro, small, and medium enterprise (MSME) in Semarang specializing in Ayam Pop. Based on a survey involving 202 respondents, the brand awareness of Mami Ayam Pop was relatively low, with 76.7% of respondents unfamiliar with the brand and 81.2% stating that the brand positioning as an Ayam Pop specialist had not been clearly communicated. These findings indicate the need for an integrated brand communication strategy to improve both brand awareness and consumer engagement. This study aims to analyze the implementation of the Flavor and Tunes Pop campaign as a brand communication strategy to enhance the brand awareness and brand engagement of Mami Ayam Pop. The campaign was developed using the Integrated Marketing Communication (IMC) approach by integrating online and offline marketing activities, including Instagram and TikTok content management, collaboration with micro-influencers, the Vote Your Iftar Flavor program, and the Ramadhan Satnight Tunes event. Throughout the campaign, the author served as the Account Executive, Strategist, and Event Manager, responsible for client coordination, communication strategy development, and campaign planning and execution. The campaign implementation resulted in increased brand exposure, higher audience engagement on social media, greater consumer participation in campaign activities, and improved public understanding of Mami Ayam Pop's positioning as an Ayam Pop specialty restaurant. The integration of various communication channels successfully created a more interactive consumer experience, strengthened the relationship between the brand and its audience, and contributed to the improvement of both brand awareness and brand engagement. These findings demonstrate that the implementation of an integrated marketing communication strategy through the Flavor and Tunes Pop campaign was effective in strengthening Mami Ayam Pop's positioning as a specialty Ayam Pop culinary brand in Semarang.
Pengaruh Terpaan Kampanye Iklan American Eagle Outfitters dan Reputasi Sydney Sweeney sebagai Human Brand terhadap Keputusan Pembelian dengan Brand Attitude sebagai Variabel Mediasi Anindhita Shahirah; wiwid Noor Rakhmad
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The fashion industry heavily relies on advertising strategies to build brand image, yet utilizing controversial celebrities can pose fatal reputational risks for a company. This study aims to analyze the impact of American Eagle Outfitters' advertising campaign featuring Sydney Sweeney, along with her reputation as a human brand, on consumer purchase decisions, with Brand Attitude serving as a mediating variable. Employing a quantitative approach with an explanatory design, data were collected via questionnaires distributed to a number of consumers in major Indonesian cities who were exposed to the campaign, and subsequently analyzed using structural equation modeling. The findings reveal interesting and non-linear dynamics. Ad exposure does not have a significant direct effect on purchase decisions, indicating that mere frequency of viewing is insufficient to drive buying action if the delivered message is problematic. Conversely, the controversial reputation of the celebrity actually exerts a significant positive direct influence on purchase decisions, a phenomenon likely driven by curiosity stemming from massive media exposure. However, overall, this campaign successfully generates a negative Brand Attitude among consumers. This negative attitude is proven to be a strong deterrent to consumer purchase intentions. Furthermore, Brand Attitude successfully mediates the relationship between the human brand's reputation and the purchase decision, but fails to mediate the relationship between ad exposure and the purchase decision. In conclusion, the success of celebrity marketing communication in the digital era is not merely measured by popularity reach, but heavily depends on the alignment of moral values between the figure and the target audience. Ambiguous or controversial ad messages can easily damage consumer perception, ultimately thwarting the commercial objectives intended by the brand.
REPRESENTASI AGEISME DALAM FILM THE SUBSTANCE Nuzulan Rohadatul Aisy; Hapsari Dwiningtyas Sulistyani
Interaksi Online Vol 14, No 3: Juli 2026
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This study examines the representation of ageism in The Substance. The film was selected because it highlights women’s aging as an issue of the body, identity, and social value. The study aims to understand how ageism toward women is constructed through the age standards portrayed in the film and how these practices are interpreted and represented through the depiction of young and aging bodies. Employing a critical paradigm and a qualitative descriptive approach, the study analyzes data using John Fiske’s semiotic model through the levels of reality, representation, and ideology. The data consist of fifteen selected scenes containing signs related to young bodies, aging bodies, age discrimination, and the social standards imposed on women. The findings reveal that ageism toward women is constructed through age standards shaped by the entertainment industry, which is embedded in patriarchal culture and capitalism, where women’s value is determined by age, physical attractiveness, and the ability to conform to dominant visual standards. Consequently, aging women are positioned as bodies that have lost their relevance and social value. Furthermore, age discrimination is represented through the opposition between young and aging bodies. Young bodies are portrayed as ideal bodies that receive acceptance, validation, and social visibility, whereas aging bodies are associated with alienation, loss of attractiveness, and diminished self worth. The film also illustrates how these standards become internalized by the main character, as the young body is perceived as the ideal self, while the aging body is regarded as shameful and something to be eliminated. The pressure to maintain youthfulness ultimately develops into symbolic and physical violence against women. Through its body horror aesthetics, the film demonstrates that ageism against women is a structural issue closely related to patriarchy, the capitalist entertainment industry, and beauty standards that position youthfulness as a source of women’s social value. Although the film presents a critique of ageism, at the ideological level it ultimately reinforces the dominant discourse that glorifies women’s youthful bodies while marginalizing aging as a condition associated with the loss of social value.

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