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INDONESIA
Jurnal Ilmu Komunikasi
Published by Universitas Pembangunan Nasional Veteran Yogyakarta
ISSN : 16933028     EISSN : 24078220     DOI : https://doi.org/10.31315/jik.v21i3
Core Subject : Education,
Languange, Linguistic, Communication & Media
Jurnal Ilmu Komunikasi focuses on writings that contain current research and thinking in the fields of: Communication Science, including media and journalism studies, audio and audiovisual broadcasting studies, public relations studies and advertising studies; Design of Visual Communication; Marketing Communications; Health Communication; Communication Psychology; Sociology of Communication;
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 2 Documents
 1 
Search results for , issue "Vol 23 No 2 (2025): Agustus" : 2 Documents clear
Efek Paparan Tagar #KaburAjaDulu terhadap Intensi Bekerja ke Luar Negeri Mahasiswa Sarah Hanan; Hasanah, Khuswatun
Jurnal Ilmu Komunikasi Vol 23 No 2 (2025): Agustus
Publisher : Univeritas Pembangunan Nasional "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jik.v23i2.15683

Abstract

Abstrak Perkembangan teknologi digital telah mengubah pola komunikasi masyarakat dan menjadikan media sosial sebagai ruang utama pembentukan opini publik serta perilaku sosial. Salah satu fenomena digital yang merepresentasikan dinamika sosial-ekonomi generasi muda Indonesia adalah viralnya tagar #KaburAjaDulu, yang mencerminkan kritik terhadap terbatasnya lapangan kerja dan ketidakpastian masa depan. Penelitian ini bertujuan untuk menganalisis pengaruh paparan dua jenis narasi media sosial—narasi bela negara dan narasi pragmatis—terhadap intensi bekerja ke luar negeri pada mahasiswa tingkat akhir Universitas Pembangunan Nasional “Veteran” Yogyakarta tahun akademik 2024/2025. Metode yang digunakan adalah eksperimen dengan desain post-test only control group melibatkan 90 responden yang dibagi ke dalam tiga kelompok perlakuan: narasi bela negara, narasi pragmatis, dan kelompok kontrol. Data dianalisis menggunakan uji Kruskal–Wallis dan uji lanjut Dunn Test. Hasil penelitian menunjukkan adanya perbedaan signifikan antar kelompok (p = 0,018). Kelompok yang terpapar narasi pragmatis memiliki intensi bekerja ke luar negeri tertinggi (M = 4,26), sedangkan kelompok bela negara terendah (M = 3,03). Temuan ini diinterpretasikan melalui Teori Pemrosesan Informasi (McGuire, 1985), yang menunjukkan bahwa pesan yang relevan secara emosional dan kontekstual lebih mudah diterima dan diinternalisasi. Penelitian ini menegaskan bahwa media sosial berperan sebagai arena ideologis tempat nilai-nilai nasionalisme dan pragmatisme ekonomi saling berinteraksi, serta menunjukkan perlunya strategi komunikasi bela negara yang adaptif terhadap realitas sosial generasi muda. Kata kunci: #KaburAjaDulu; intensi migrasi; bela negara; narasi media sosial
Word of Mouth Marketing: Perempuan sebagai Sales Forces dan Persuader dalam Dinamika Kelompok Bisnis Tupperware Kartika, Widyaningtyas Virgo; Suparno, Basuki Agus; Rochayanti, Christina
Jurnal Ilmu Komunikasi Vol 23 No 2 (2025): Agustus
Publisher : Univeritas Pembangunan Nasional "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jik.v23i2.15335

Abstract

Marketing communication plays a crucial role in the overall mission of marketing, serving as a key determinant of its success. One of the most influential forms of this communication is word-of-mouth marketing (WOMM), which has become a powerful force in direct marketing. Interestingly, WOMM is often driven by women, who, based on various studies, possess significantly stronger verbal communication abilities than men. This makes the phenomenon of women engaging in WOMM—particularly as part of the sales force for Tupperware within women communities in Kulon Progo Regency—both compelling and important to explore. These women operate in a dual role: as persuasive marketers and as loyal consumers. This study employs a case study approach, focusing on a community of Tupperware users in Kulon Progo. The findings reveal that WOMM, as carried out by women in both their roles as sellers and consumers, contributes meaningfully to building brand equity and fostering repurchase intentions within the community. Women emerge not only as unique consumers with a strong sense of group cohesion but also as persuasive influencers who drive others toward purchase decisions. In this context, they are both the persuaders and the driving force behind increased sales and sustained product loyalty for Tupperware.

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