WIDYANITA is derived from the word Widya (Bahasa Sansekerta), meaning science and knowledge, and the word NITA, taken from Tarakanita (Bahasa Sansekerta, meaning Guiding Star). This journal serves as a medium for disseminating communication research conducted by students of the Communication Science Study Program, Universitas Tarakanita, with the aim of enriching the body of communication research in Indonesia and around the world. This journal is published twice a year, in July and December, and contains articles derived from research findings, conceptual studies or literature reviews, as well as reviews of the latest books. ISSN 3030-9336
Representasi Rivalitas Dalam Dokumenter Formula 1 Drive To Survive : Analisis Semiotika Roland Barthes
The evolution of digital media has transformed how we construct and present diverse realities, including sports, through audiovisual documentaries that articulate not only matches but also narratives. Drive to Survive Season 7 frames Formula 1 as more than a competition, revealing the intricate dynamics of driver and team relationships and rivalries, constructed via visual and verbal cues. This study analyzes the representation of rivalry in Formula 1 within Drive to Survive Season 7 using Roland Barthes's semiotic framework. Employing a qualitative approach, data is collected through scene observation, documentation, and literature review, focusing on portrayals of rivalry. Analysis unfolds through Barthes's three stages: denotation, connotation, and myth. Findings reveal that rivalry is depicted through character expressions, dialogue, gestures, cinematography, and editing, which mold viewers' perceptions of competitive interactions. Rivalry is shown as both competition and emotional connection, vital to Formula 1's allure in digital media. The research highlights the media's influence in shaping audience perception and interpretation of sport.
Analisis Pengaruh Ulasan Konsumen Terhadap Loyalitas Pelanggan Pada Aplikasi Shopee
This study aims to analyze the influence of consumer reviews on customer loyalty on the Shopee platform. This study uses a quantitative descriptive research approach in the form of survey research. The data collection technique in this study uses primary data obtained through questionnaires and secondary data in the form of documents, reports, archives, and relevant literature to support and strengthen the research findings. The sample in this study was 96 respondents who are Shopee platform customers using a probability sampling approach. The data analysis technique in this study used simple linear regression analysis. Based on the results of the study conducted on 96 respondents, it can be concluded that consumer reviews have a significant and positive influence on customer loyalty on the Shopee application. This is evidenced by the results of the t-test with a calculated t value of 8.012 and a significance level of 0.000, indicating that consumer reviews significantly influence the level of user loyalty. These results can have implications for companies to continue improving the quality of reviews by ensuring the system for filtering fake reviews is running effectively, and providing space for consumers to provide more detailed and informative reviews, including photos or videos.
Pengaruh Brand Ambassador terhadap Keputusan Pembelian Nasabah Bank Mandiri
The development of digital marketing strategies has led companies to build closer relationships with consumers through more relevant approaches. One of the commonly used strategies is the use of public figures or brand ambassadors, who are considered effective in influencing consumer purchasing decisions. This study aims to determine the effect of brand ambassador on purchasing decisions of Bank Mandiri customers at KCP Sudirman Plaza Jakarta. A quantitative method was used with a simple linear regression approach on 109 respondents. The analysis results show that brand ambassador has a positive and significant effect on purchasing decisions, with a significance value of 0.000 and a t-value of 8.942. The coefficient of determination (R²) of 0.428 indicates that 42.8% of the variation in purchasing decisions is explained by brand ambassador, while the rest is influenced by other factors. Descriptive analysis also reveals that respondents’ perceptions of brand ambassadors are very high, as indicated by a TCR value above 80%. These findings support the AIDA theory, where brand ambassadors effectively attract attention, build interest, create desire, and lead to purchasing actions.
Pengaruh Komunikasi “Seller Online” Terhadap Keputusan Pembelian Konsumen Shopee Pada Generasi “Z”
The development of e-commerce platforms has driven changes in how consumers make purchasing decisions, particularly among Generation Z, who are accustomed to interacting through digital media. In the context of Shopee, communication by sellers is one of the factors that plays a role in shaping consumer trust and confidence before making a transaction. This study was conducted to examine the extent to which online communication by sellers influences the purchasing decisions of Generation Z consumers on the Shopee platform. A quantitative research approach was applied using a survey method, involving 102 respondents selected using purposive sampling. Data processing was carried out through instrument testing, classical assumption testing, and simple linear regression analysis. The results of the analysis show that seller communication has a positive and significant effect on purchasing decisions, as indicated by a significance value of 0.000 and a coefficient of determination of 0.204. These findings show that the effectiveness of communication plays a role in encouraging consumers to make purchases, even though these decisions are also influenced by other variables outside the scope of this study.
Pengaruh Sikap dan Gaya Komunikasi e-Customer Service Officer Telkomsel di Media Sosial X terhadap Loyalitas Pelanggan
Customer service through social media is increasingly important in building loyalty in the digital age, especially for telecommunications companies such as Telkomsel. This study aims to examine the influence of Telkomsel's e-customer service attitude and communication style on social media X on customer loyalty in 2025. A quantitative method was used with Structural Equation Modeling (SEM) analysis using SmartPLS4. A sample of 100 Telkomsel users who had communicated with e-customer service on Twitter was taken using purposive sampling to ensure data relevance. The research instruments were tested for validity and reliability through outer loading, AVE, Cronbach's Alpha, and Composite Reliability. The analysis results show that the attitude and communication style of e-customer service have a significant positive effect on customer loyalty. The coefficient of determination (R2) value of 0.592 indicates that 59.2% of the variation in customer loyalty is explained by the digital communication variable. This finding confirms that polite, clear, responsive, and empathetic digital communication is a major factor in increasing customer loyalty. This study enriches the study of digital communication by emphasizing the role of e-customer service attitudes and communication styles on public chat-based platforms, where empathy and responsiveness are key to retaining customers in the era of digital self-service. Further research recommendations include expanding the variables by adding other factors such as network quality, price, digital application experience, or brand reputation for a more comprehensive understanding.
Analisis Semiotika Moodboard Warna dalam Meningkatkan Minat Beli Botol Rosca di Shopee
The increasingly sophisticated development of digital technology has had an impact on changes in communication strategies, shifting from traditional methods to more visually oriented approaches that better attract audience attention. This study aims to analyze the use of color moodboards in influencing purchase interest toward Rosca bottle products on Shopee by employing semiotics as the main theoretical framework. The research focuses on visual color communication as a sign that conveys denotative, connotative, and mythical meanings, which play a crucial role in shaping consumer perceptions particularly among Generation Z and Millennials who exhibit strong visual sensitivity. This study adopts a qualitative method, collecting data through in-depth interviews with ten Rosca product users. The results show that color moodboards conveying aesthetic, modern, and minimalist impressions produce positive connotative meanings that enhance consumers’ initial interest. Additionally, product visuals influence perceptions of quality and price suitability, thereby increasing perceived value. The findings also indicate that the chosen colors align with Gen Z and Millennial preferences, reinforcing certain myths that make Rosca’s visual strategy effective in capturing consumer attention. The study concludes that color moodboards play an important role not only as communication strategies but also as visual signs carrying semiotic meaning that contribute to increasing purchase intention on Shopee. Future research is expected to use different methodological approaches such as quantitative methods to examine the influence and relationship between visual elements and brand loyalty or expand the research scope to other e-commerce platforms and product categories to assess the consistency of color influence in a broader context.
Analisis Semiotika Komunikasi Nonverbal Dalam Iklan Indomie Soto Koya Nagih dan Pedas Dower Edisi Tahun 2025
Indomie is a number one instant noodle brand in indonesia that constantly innovates its products to stay ahead in market competition, including the launch of the Soto Koya Nagih and Pedas Dower variants in 2025. The advertisements for these variants are unique because they use popular slang and spicy visualizations that capture public attention. The purpose of this study is to determine how the nonverbal communication strategies used by Indomie in these ads build brand image and attract consumer interest. This research uses a qualitative method with Roland Barthes' semiotic analysis, which examines signs through three stages: denotation, connotation, and myth. The results show that Indomie successfully transforms physical images usually considered "painful," such as swollen lips (dower) and sweat, into a symbol of cool and modern culinary satisfaction. Through these visual signs and slang terms, a myth is formed that consuming extreme spicy noodles is part of a trendy youth lifestyle. In conclusion, the nonverbal communication strategy in this Indomie advertisement is highly effective in shaping positive consumer perceptions and strengthening Indomie's image as an innovative brand that keeps up with the times.
Strategi Komunikasi Pengemudi GoRide di BALI dalam Meningkatkan Pelayanan Pengguna
This study aims to analyze the communication strategies applied by GoRide drivers in providing services to users in Bali, particularly within the tourism context, which is characterized by cultural diversity and varying communication needs. Using a qualitative approach through interviews and observation, the study finds that the communication strategies of GoRide drivers are strongly influenced by the principles of Communication Accomodation Theory (CAT). The result indicate that drivers consistently apply convergence strategies by adjusting their speaking style, intonation, and word choice, as well as by using polite Indonesia, simple English, and refined Balinese language. Drivers also employ nonverbal expressions such as smiling and positive body language to create comfort. Divergence strategies are applied to maintain professional boundaries, including reducing conversation when passengers appear tired, wear earphone, or during heavy traffic conditions. Balinese cultural values such as politenss, friendliness, and respect further strengthen the drivers communication patterns. In addition, drivers utilize technology such as Google Translate to overcome language barriers. Overall, these adaptive communication strategies are shown to enhance passenger comfort, satisfacation, and the positive public image of GoRide services in Bali.
Communication Accommodation Theory (CAT)
Analisis Makna Representasi Perempuan Tangguh dalam Iklan Wardah “Brave Beauties #BergerakHidupkanHarapan” : Kajian Semiotika Roland Barthes
This research originates from the growing use of women empowerment narratives in beauty campaigns in Indonesia. Through the Wardah “Brave Beauties #BergerakHidupkanHarapan” campaign, Wardah presents representations of women who are strong, courageous, and optimistic, making it relevant to examine how these meanings are constructed visually and verbally. The core issue of this study lies in understanding how the advertisement shapes the construction of modern womanhood and the extent to which empowerment messages function not only as marketing strategies but also as forms of social representation. This topic is important because beauty advertisements significantly influence public perceptions of women’s identities and roles in contemporary society. This study employs Roland Barthes’ semiotic approach using a qualitative descriptive method. The analysis is carried out across three levels of meaning: denotation, connotation, and myth. The results indicate that, at the denotative level, the advertisement depicts women facing various life challenges. At the connotative level, it constructs meanings of emotional strength, independence, and hope. At the mythic level, the advertisement reinforces the image of modern women as inspiring figures and agents of change.
Analisis Representasi Budaya Keluarga Indonesia dalam Iklan Kecap Bango versi “Rasa yang Melekat di Hati”
Advertising is a form of communication aimed at influencing consumer thoughts and behavior. Kecap Bango, through its "Taste that Attaches to the Heart" advertisement, demonstrates Indonesian family culture through various symbols and narratives. This research was conducted using a qualitative approach using Roland Barthes' semiotic theory, focusing on denotative, connotative, and mythical meanings within the context of Indonesian family culture. The results show that Indonesian family culture in the advertisement includes: (1) emotional closeness within the family, (2) the culture of eating together as the core of harmony and warm togetherness within the family, (3) food as the center of attention and interaction within the family, and (4) the culture of courtesy and mutual respect within Indonesian families. Some mythical meanings were found in this analysis, such as the Indonesian family culture of sharing memories through photos/videos that can strengthen family bonds, interacting at the dinner table can strengthen relationships between families, food as a tradition, and the culture of shaking hands as a custom of Indonesian society. The results of this study indicate that Kecap Bango not only introduces a product but also offers a broader message about the importance of maintaining traditions and cultural values within Indonesian families.
Pengaruh Identitas Merek Scarlett Whitening Terhadap Keputusan Pembelian Generasi Z di Jakarta
This study aims to examine the influence of brand identity on the purchase decision of Scarlett Whitening products among Generation Z in Jakarta. The research employed a quantitative approach using a survey method, with a total sample of 116 respondents from Generation Z who reside in Jakarta and have previously purchased Scarlett Whitening products. Data were analyzed using simple linear regression. The results indicate that brand identity has a positive and significant influence on purchase decisions. This is evidenced by a t-significance value of 0.000 < 0.05 and a positive regression coefficient of 1.064. These findings suggest that the stronger the brand identity built by Scarlett Whitening, the higher the likelihood that Generation Z consumers will decide to purchase the product. Therefore, the research hypothesis is accepted. Theoretically, this study reinforces that brand identity is an essential factor shaping consumer purchase decisions, particularly in the beauty and skincare industry. Practically, the findings highlight the importance for companies to strengthen brand identity elements such as packaging design, logo consistency, product quality, and visual communication, as well as to enhance promotional creativity through digital media and influencer marketing that align with Generation Z characteristics. Future studies are recommended to expand the research area, explore additional variables such as brand image, brand experience, or brand love, and consider applying mixed-method approaches for more comprehensive insights.
Copyright (c) 2026 Koren Kirsten Noron (Author)
Strategi Komunikasi Digital PR Perum BULOG dalam Membangun Citra Perusahaan
The development of digital communication has transformed the way organizations build relationships with their publics. This study aims to explore how Perum BULOG implements a digital public relations strategy in building its corporate image through Instagram as one of its main communication platforms. Using a descriptive qualitative approach, this research collected data through in-depth interviews with the Manager of Public Relations, Assistant Manager, and staff, complemented by observation of the official Instagram account @perum.bulog and documentation of uploaded content. Findings indicate that BULOG’s digital communication strategy is implemented through four key stages: planning, technical execution, content realization, and evaluation via KPIs. The communication process emphasizes professional content production, content scheduling, audience interaction, and issue sensitivity. The results also show that Perum BULOG leverages Instagram to reinforce transparency, build public trust, and communicate its role in national food logistics. The study contributes to understanding how state-owned enterprises in Indonesia adapt to the dynamics of digital media and how Digital PR supports corporate image formation in the public sector.
Analisis Semiotika Iklan Traveloka Berjudul “Traveloka X Ji Chang Wook: Travel The World” Di Media Sosial YouTube
Advertisement on YouTube as a social media platform represents a complex form of mass communication because it contains symbolic messages that are carefully constructed to convey meaning. This study analyses the meaning conveyed in the advertisement “Traveloka x Ji Chang Wook: Travel the World” using Charles Sanders Peirce’s semiotic approach, which includes Sign/Representamen, Object, and Interpretant. This research uses a descriptive qualitative method with a semiotic analysis approach, supported by data collection techniques through observation and documentation. The advertisement portrays Ji Chang Wook traveling to various international destinations using the Traveloka application. The findings indicate that the advertisement utilizes visual, verbal, and symbolic elements to construct meanings related to convenience, comfort, and trust in traveling with Traveloka. Through Peirce’s semiotic framework, the signs ranging from the actor’s expressions and dominant colours to textual narration successfully represent objects such as the ideal travel experience, practicality, reliability, and seamless technology offered by Traveloka. The interpretant formed in the viewers reflects the perception of Traveloka as a modern, trustworthy, and inspiring travel companion.
Analisis Penerapan Strategi Komunikasi Sales Promotion oleh Digital Art Artist di Media Sosial X
This study aims to analyze the sales promotion communication strategies used by digital artist @avii_sen02 in promoting commission art on the platform X. The background of the study is from the increasing use of social media as a marketing medium for digital artists, particularly in building awareness, attracting interest, and encouraging purchase decisions. This research is based on Lasswell’s Communication Theory as the main analytical framework for understanding the process of delivering promotional messages, also concepts of marketing communication strategy and sales promotion to analyze digital sales promotion communication strategies implemented by digital artists on social media. The study employs qualitative method using semi-structured interviews with three informants from @avii_sen02 followers, aged at least 17 years, understand sales promotion content, willing to provide honest and reflective information. Data analysis was conducted through open coding, axial coding, selective coding processes. The results indicate communication strategy applied is integrated through the use of attractive visuals, informative captions, and implementation of sales promotion forms like discounts, bundling, and limited-time offers. The three informants indicate that time urgency and price discounts are the main factors influencing effectively their decision to place a commission.
Analisis Komunikasi Digital Sociolla melalui Media Sosial Instagram
The advancement of digital communication has significantly transformed various aspects of contemporary life, including marketing practices. Social media has emerged as a primary platform for marketing communication, particularly within the beauty industry, where companies utilize these platforms to engage with the public. Social media marketing has become a crucial factor in sustaining competitive advantage. This study aims to examine Sociolla’s digital marketing communication through the Instagram platform. A descriptive qualitative approach was applied, with data collected through integrated methods, including observation of communication content on the Instagram account @Sociolla and in-depth interviews with five informants comprising three active Instagram users who follow the Sociolla account and two store employees. Informants were selected using purposive sampling based on predetermined criteria. The researcher served as the primary research instrument. Data were analyzed using content analysis as the main analytical technique within a descriptive qualitative framework. Source triangulation was applied to ensure data validity. The findings indicate that Sociolla’s digital marketing communication strategy on Instagram is effective in fostering strong brand–consumer relationships, as well as enhancing consumer engagement and trust.
Analisis Pemenuhan Informasi Pengguna Transjakarta melalui Akun @infotije
This study examines the role of the @infotije Instagram account as a public social media platform in fulfilling the communication needs of urban communities through the Uses and Gratifications 2.0 Theory, which views media users as active individuals who consciously select media based on specific needs and motivations. Using a qualitative descriptive approach, data were collected through in-depth interviews, observation, and digital documentation involving six active followers of the @infotije account. The data were analyzed using reflexive thematic analysis to identify patterns of user needs and gratifications. The findings show that @infotije functions effectively as a public communication channel by fulfilling five key dimensions of user needs: cognitive, affective, personal integrative, social integrative, and tension release. Users not only gain fast and accurate information but also experience emotional satisfaction and social interaction that strengthen their relationship with the public institution. Additionally, the account contributes to shaping a positive image of TransJakarta as a modern, transparent, and responsive public service organization. Overall, public social media serves not only as a one-way information channel but also as a participatory space that encourages meaningful interaction between institutions and citizens in the digital era.
Analisis Kualitatif Peran Komunikasi Contact Center Dalam Meningkatkan Kepuasan Nasabah Bank Ocbc Indonesia
Digital transformation in the banking industry positions the contact center as the frontline of communication between banks and customers, functioning not only as an information channel but also as a social interaction space, shaping perceptions of service quality. This study aims to explore the role of contact centre communication in enhancing customer satisfaction at Bank OCBC Indonesia, employing Social Exchange Theory (SET) and five interpersonal communication concepts: openness, empathy, supportiveness, positiveness, and equality. A qualitative method was applied with six informants consisting of customers, agents, and managers, using in-depth interviews and non-participatory observation. Data were analysed using thematic coding (open, axial, and selective) to identify interaction patterns influencing satisfaction. Findings reveal that responsive, empathetic, and transparent communication fosters customer satisfaction and loyalty, although challenges such as solution uncertainty and time pressure remain. The study concludes that consistent and fair communication is essential for building customer trust and recommends that future research expand the scope of informants to include broader perspectives and integrate quantitative approaches to enrich understanding of the relationship between communication and customer satisfaction in this digital bank era.
interpersonal communication, digital banking
ANALISIS PERAN KEGIATAN INTERNAL DALAM PENGUATAN BUDAYA ORGANISASI Studi Kasus Pada PT Telekomunikasi Indonesia International (Telin)
This study explores the role of internal activities in strengthening organizational culture at PT Telekomunikasi Indonesia International (Telin). The research aims to understand how internal activities function as cultural communication media in supporting the global One Telin Transformation. The study employs a descriptive qualitative approach. Data were collected through in-depth interviews with a number of informants from three employee levels, non-participant observation, and document analysis. Data were analyzed using thematic analysis. The results reveal that internal activities such as Townhall, BoD Talks, and the Calendar of Culture Activation serve not only as information channels but also as spaces for sensemaking and two-way dialogue. These activities strengthen the internalization of the “Great” and “Akhlak” values and help build a collective identity across global entities. In conclusion, internal activities act as strategic communication instruments that drive organizational culture strengthening during Telin's transformation. For future research, it is recommended to explore the specific impact of each type of internal activity on particular cultural dimensions or to conduct comparative studies in similar multinational companies.
Analisis Konten Media Sosial Instagram @akuanaksgm Dalam Meningkatkan Brand Trust
Digitization in the era of globalization 4.0 has significantly changed the patterns of communication and interaction among Indonesians. Globalization has accelerated the flow of information and expanded access to technology, thereby integrating social, economic, and cultural activities into the digital space. These changes have influenced the way individuals communicate and shaped consumption patterns and expectations of brands. In this context, brands are required to adapt to interactive digital communication strategies to remain relevant. Social media has become the primary means for companies to build sustainable relationships with consumers. For example, SGM Eksplor utilizes Instagram through the @akuanaksgm account to increase brand trust. This study analyzes the Instagram content communication strategy using a qualitative approach and content analysis. The results indicate that educational and interactive content plays a crucial role in building brand credibility, consistent with the Elaboration Likelihood Model (ELM) framework, thereby contributing both theoretically and practically to the development of digital communication strategies.
”Naming Rights” Kopi Tuku di Stasiun MRT Cipete Raya untuk Meningkatkan Brand Awareness
This study aims to understand the advertising strategy implemented through naming rights by Kopi Tuku and how this strategy contributes to enhancing brand awareness among public transportation users, particularly passengers of Cipete Raya MRT Station. The research employs a qualitative descriptive method. Data were collected through in-depth interviews with users of Cipete Raya MRT Station who are aware of the presence of Kopi Tuku within the station area. The findings indicate that Kopi Tuku’s naming rights strategy at Cipete Raya MRT Station serves not only as a visual promotional medium but also as a tool to build positive associations between the brand and the daily activities of urban commuters. The placement of the brand name in a high-mobility area creates repetitive exposure that effectively enhances brand awareness. However, the success of this strategy is also influenced by users perceptions of brand relevance and the consistency of Kopi Tuku’s brand communication messages.
Analisis Semiotika Pesan Moral Dalam Iklan Marjan ‘Bangkitnya Calon Arang’
Advertisements serve as a medium intended to persuade or encourage the public to be interested in the goods or services offered. Beyond their role as promotional tools, advertisements can also function as a means to convey moral messages related to social values within society. This research analyzes the moral messages in the Marjan 2025 Syrup advertisement "The Awakening of Calon Arang" (Bangkitnya Calon Arang) using John Fiske's semiotic approach, which encompasses the Level of Reality, Level of Representation, and Level of Ideology. The advertisement narrates a futuristic civilization, JKTERRA 2108, threatened by an artificial intelligence named Calon Arang, and how the main character confronts it, armed with strength and support from their mother and family warmth. This research method employed the qualitative method in form of semiotic analysis, and data were collected through observation of the advertisement video and literature documentation. The findings indicate that the advertisement effectively conveys moral messages about the importance of a mother's support and family warmth as a source of strength to combat evil, as well as the significance of unity and togetherness in facing challenges. These moral messages are constructed through visual and narrative elements across all three levels of John Fiske's semiotics.
Analisis Promosi Penjualan Dalam Membangun Brand Awareness Kopi Tuku di Jakarta
Based on the phenomenon of increasing competition in the local coffee industry and the importance of sales promotions as an element of marketing communication in strengthening brand recognition, this study aims to analyze how Toko Kopi Tuku’s sales promotion approach contributes to building brand awareness in Jakarta. The study used a qualitative method with a case study approach. The results showed that Toko Kopi Tuku implemented a simple but consistent form of sales promotion, namely discounts and product bundling packages. The main media used to convey promotions were Instagram, outlets, and bank promotions. In addition, all informants placed Toko Kopi Tuku at the top of mind position in the local coffee category. The main factors that shape brand awareness include visual identity, taste quality, purchasing experience at the outlet, and exposure to digital promotions. Toko Kopi Tuku's promotions are considered capable of meeting consumer needs for information, convenience when making decisions, and added product value. Brand awareness grows when sales promotions match consumer needs and the brand maintains a simple and consistent character.
Strategi Komunikasi Pemasaran Digital Dalam Membangun Brand Image Produk Extra Joss Ultimate
In the era of globalization, the phenomenon of digital technology development has changed the way companies conduct marketing communications, including energy drink products such as Extra Joss Ultimate from PT Bintang Toedjoe. However, there are still challenges in building and maintaining a strong brand image amidst tight market competition and changes in consumer preferences, especially among millennials. This study aims to analyze the digital marketing communication strategy implemented by PT Bintang Toedjoe in building the brand image of the Extra Joss Ultimate product. This study uses the theory of digital marketing communication and brand image as a theoretical basis for understanding the process and effectiveness of the strategies used. The research method used is qualitative with data collection techniques through observation of the company's official social media channels such as YouTube, Instagram, and TikTok, as well as interviews with several informants who are consumers of Extra Joss Ultimate products. The data obtained were then analyzed using a qualitative descriptive approach to identify patterns of marketing strategies and consumer perceptions of the product's brand image. The results of the study show that PT Bintang Toedjoe has succeeded in utilizing social media effectively with creative content and collaboration with artists to attract the attention of young consumers. In addition, active interaction with consumers also strengthens the positive image of the Extra Joss Ultimate product. Thus, an integrated digital marketing communication strategy through social media is able to build and maintain a strong brand image in a competitive market.
Copyright (c) 2025 Universitas Tarakanita
Representasi Karakter Tokoh Bapak dalam Film Pendek “Bapak” : Analisis Semiotika Roland Barthes
Amid the growing production of digital media by state institutions, it becomes increasingly important to examine how ideological messages are constructed through popular cultural narratives. This study analyses the short film “Bapak”, a fictional work produced by the regional government of Yogyakarta, using Roland Barthes’ critical semiotics framework. The primary focus is to investigate how the film represents the figure of the father through a system of signs operating on three levels: denotation, connotation, and myth. The analysis reveals that the character of Bapak is constructed through powerful non-verbal communication, the symbolic weight of economic and educational challenges as the site of conflict, and a narrative of sacrifice as the deepest expression of paternal love. Together, these elements coalesce into a myth of the Javanese father—silent, restrained, yet profoundly caring. In the context of state-sponsored media production, the findings suggest that Bapak contributes to the reproduction of patriarchal family values as natural and noble. Thus, the film serves not merely as a medium of entertainment but also as a subtle vehicle for disseminating cultural ideologies that shape public perception of familial roles and relationships.
Pengaruh Brand Ambassador “Sabrina Chairunnisa” dan “Deddy Corbuzier” Terhadap Minat Beli Jiwater di Instagram
This study aims to analyze the influence of brand ambassadors on consumer purchase intention through social media. In the digital marketing era, social media has become the primary means of building brand communication and consumer engagement. The product studied is a drinking water product that uses public figures associated with a healthy lifestyle as part of its marketing strategy. This study uses the VisCAP theory and the AIDA model and applies a quantitative approach with a survey method on 120 respondents following the Instagram account @Jiwaterartesian. The study population was 65,029 followers who were selected using a purposive sampling technique with the criteria of domiciled in JABODETABEK. The results show that the brand ambassador variable has a significant influence on the purchase intention variable. This influence is seen through indicators of visibility, credibility, attractiveness, and power that can drive attention, interest, desire, and even the tendency to buy. These findings support previous literature regarding the effectiveness of brand ambassadors in influencing consumer behavior, while also emphasizing the importance of social media-based marketing communication strategies in shaping consumer perceptions and decisions.
Representasi Kecantikan Dalam Iklan Forever on Play Somethinc di Instagram
This study examines the paradox within the marketing communication of modern local beauty brands in Indonesia, focusing on Somethinc’s “Forever on Play” campaign on Instagram. Amid widespread discourses of inclusivity and self-love, Somethinc visually reproduces hegemonic beauty standards through conventional aesthetic codes. The tension between a progressive brand image and conservative representational practices is analyzed using a qualitative approach grounded in Roland Barthes’ semiotic framework. The analysis is conducted across three levels of meaning: denotation, connotation, and myth. The findings reveal that beneath the dynamic and inclusive imagery, the advertisement constructs ideological myths that naturalize beauty as a product of technology, empowerment as aesthetic performance, and confidence as a purchasable commodity. The visual language also draws heavily on the “Asian Beauty Standard” to reinforce these messages. This study argues that Somethinc does not merely perpetuate existing beauty norms but merges progressive rhetoric with conservative visuals in a hybrid communication strategy. This reflects a new form of ideological marketing in the digital age, where emancipatory values are selectively adapted to align with consumerist interests.
Pengaruh Social Media “Instagram” @somethincofficial terhadap Keputusan Pembelian Konsumen Produk Skincare Somethinc
The widespread adoption of social media in everyday life has altered the way consumers gather information and make purchasing decisions. This research aims to investigate the impact of promotional activities carried out through the Instagram account @somethincofficial on consumer decisions to purchase Somethinc skincare products. A quantitative research approach was implemented by distributing questionnaires to a sample of 100 respondents. The study used a non-probability sampling method, specifically targeting followers of the @somethincofficial Instagram account. Data analysis involved descriptive statistics and simple linear regression to examine respondents’ views on Instagram promotions and their influence on purchasing behavior. The results demonstrate that promotional efforts on Instagram by @somethincofficial have a statistically significant effect on purchasing decisions. The independent variable (Instagram promotion) accounts for 62% of the variance in purchasing decisions, with the remaining 38% explained by other factors. These findings suggest that promotional intensity via @somethincofficial positively correlates with consumers' purchasing tendencies, indicating that more frequent and engaging promotional content increases the likelihood of product purchases.
­Representasi Nilai-nilai Maskulinitas Pada Iklan Pantene ‘Miracle Hair Supplement’
This study aims to determine the values of masculinity in the Pantene ‘Miracle Hair Supplement’ advertisement. The theory used in this study is the semiotic theory by Roland Barthes, advertising and masculinity. Male actors, Keanu Angelo as known as content creator, who represent that having tangled hair makes the unpleasant mood so he offered the hair product that issued by Pantene who gives the unique concept in a product advertising. In theory of masculinity, body care is not only used by women but men also pay more attention to their appearance in public and make the atmosphere around brighter. Masculinity in Pantene advertisements leave the image of men who cannot use hair care so that Keanu Angelo provides a new looked to Indonesia’s society that not only women who need hair care but men can also take care of themselves. The results of this study indicate a relationship between the signifier and the signified, resulting in the emergence of modern masculinity values by challenging Indonesian culture related to traditional education that hair care is only for women.
Pengaruh Brand Ambassador SEVENTEEN Terhadap Keputusan Pembelian Carat Pada Produk Indomil-K Series
Brand ambassadors refer to individuals appointed by companies to endorse and promote a product to the public. In launching its Authentic Korean Flavor variant, Indomilk collaborated with three members of a South Korean boy group as brand ambassadors. This study aims to examine the extent to which brand ambassadors influence fans’ purchasing decisions, specifically focusing on followers of the X (Twitter) account @17CARATS_INA. A descriptive quantitative approach was used, employing a survey method. The sampling technique was nonprobability sampling with a purposive method, involving 100 respondents. The results showed: (1) brand ambassadors have a significant and positive effect on purchasing decisions for Indomil-K Series products; (2) dimensions such as visibility, credibility, attractiveness, and power also affect purchase decisions; (3) the hypothesis test results rejected H0 and accepted H1. The R-Square result of 38.8% indicates that brand ambassadors influence purchasing decisions, while 61.2% is influenced by other variables not covered in this study.
Analisis Self Disclosure pada Komunikasi Interpersonal Kaum LGBT di Aplikasi Kencan Bumble
This study aims to analyze the self-disclosure strategies employed by LGBT individuals in building interpersonal communication through the online dating application bumble. Using a qualitative approach and case study method, the research draws on Self-Disclosure Theory and Social Penetration Theory by Altman and Taylor as the main analytical frameworks. The study explores the forms, motivations, and challenges of self-disclosure among LGBT informants in virtual interactions. Findings indicate that self-disclosure is conducted selectively, gradually, and strategically—guided by safety considerations, relational goals, and social acceptance. The interpersonal communication observed reflects the process of social penetration, where individuals progressively reveal deeper personal information as trust develops. Beyond serving as a tool for identity formation, self-disclosure acts as an adaptive strategy to navigate social stigma and pursue relational harmony. Bumble emerges as a digital space that facilitates LGBT self-expression within the constraints of prevailing social norms. This research contributes to the study of digital interpersonal communication by highlighting the nuances of self-disclosure among vulnerable groups in online settings.