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Contact Name
Dudi Iskandar
Contact Email
dudi.iskandar@budiluhur.ac.id
Phone
+6222-7810788
Journal Mail Official
jurnal.cjik@gmail.com
Editorial Address
https://journal.uinsgd.ac.id/index.php/cjik/about/editorialTeam
Location
Kota bandung,
Jawa barat
INDONESIA
Communicatus: Jurnal Ilmu Komunikasi
ISSN : -     EISSN : 25498452     DOI : 10.15575/cjik
Focus and Scope Communicatus: Jurnal Ilmu Komunikasi is a periodical scientific journal that aims to develop concepts, theories, perspectives, paradigms, and methodologies with a focus on communication studies. The scope of this journal study is: Mass Media and Journalism; this field examines journalistic activities and media production which includes print, radio, television, and internet. New media and communication technology; a new field of communication study that continues to develop along with technological advances and community needs, this field includes digital media, virtual, interactive, hypertextual and networking. Public Relations; This field of communication examines Public Relations which include internal and external relations within an organization or institution, as well as the creation of public opinion in society. Political Communication; communication involving messages, media, and political actors or those related to power, government, and policy. Marketing Communication; a field that examines ideas, information, opportunities, and challenges through various symbols to achieve company goals. Sociology of Communication: the process of sociological communication, as a form of social interaction involving individuals or social groups.
Articles 241 Documents
Influence of Brand Existence, Credibility, Content Attractiveness on Purchase Decisions for “avoskinbeauty” Products Lasmery Girsang; Ilona VO Situmeang; Juni Alfiah Chusjairi; Asrul Nur Iman; Sri Desti Purwatiningsih
Communicatus: Jurnal Ilmu komunikasi Vol. 10 No. 1. June (2026): Communicatus: Jurnal Ilmu Komunikasi
Publisher : Fakultas Dakwah dan Komunikasi UIN Sunan Gunung Djati Bandung Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/cjik.v10i1.52253

Abstract

Avoskin is one of the local beauty products that has been developing its products for 11 years, using brand ambassadors from Korea. Avoskin uses various social media platforms, including Instagram. By utilizing the features available on Instagram, it is hoped that followers' knowledge of Avoskin products will increase. Thus, it is hoped that this will influence purchasing decisions. This research aims to determine the magnitude of the influence of Brand Existence, Brand Ambassadors, and Creative Content Appeal on the Purchase Decision of Avoskin products. This research uses the Uses and Gratification Theory. The research approach uses a quantitative approach with survey as the method as data collection. The data processing results for the correlation show a very strong relationship between all variables (Brand Existence, Brand Ambassador, Creative Content Appeal toward Purchase Decision). The Multiple Correlation Test yielded a correlation value (R) of 0.773, indicating a very significant association between Brand Existence, Brand Ambassador, and Creative Content Appeal toward Purchase Decisions. Meanwhile, the Multiple Regression Test yielded a value of 10.784 units indicates that Brand Existence, Brand Ambassador, and Creative Content Appeal have a positive impact on Purchase Decisions. Also the F Test yielded a value of < 0.001 (Sig) < 0.05 (α) or 15.579 for F-count > 3.09 for F-table indicate a substantial simultaneous influence of Brand Existence, Brand Ambassador, and Creative Content Appeal on Purchase Decisions. At last, there is a strong relationship simultaneously. For the F-test, the results showed a positive and significant influence of Brand Existence on Purchase Decision, and Brand Ambassador on Purchase Decision.

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