Expose: Jurnal Ilmu Komunikasi
type: channel
description: Expose: Jurnal Ilmu Komunikasi (E-ISSN 2621-0304) is an accredited biannual blind peer-reviewed journal published by President University. This journal has a scope relevant and related (but not limited) to Communication, Media, and Cultural Studies; Journalism; Political Communication; Public Relations; Marketing Communication; Advertising; Organizational Communication; Social Media Management; Communication Management; Film Studies; Communication Technology.
publisher: President University
language: id
publication name: Expose: Jurnal Ilmu Komunikasi
issn: 2620-8105
items: Peran Komunikasi Lingkungan Strategis dalam Mitigasi Penularan Demam Berdarah
items: FAKTOR-FAKTOR DESAIN ELEMEN VISUAL RUANG PELAYANAN KESEHATAN YANG MEMPENGARUHI KEPUASAN PASIEN MELALUI KOMUNIKASI NON-VERBAL
items: Studi Komunikasi Lingkungan Pelestarian Pulau Gili melalui Pendekatan Teori Stukturasi Adaptif
items: Pemanfaatan Akun Media Sosial Instagram @uir_unggul Oleh Humas Universitas Islam Riau
items: Keterwakilan Perempuan DPR RI dalam Proses Penyusunan RUU TPKS
items: Pola Komunikasi Organisasi Dalam Proses Rekrutmen Anggota Baru Partai Golkar
items: Produksi Media Pembelajaran dalam Penerapan Profil Pelajar Pancasila dengan Pendekatan Komunikasi Partisipatif
items: Politics Entertainment di Media Online: Analisis Pemberitaan Bakal Calon Presiden Pemilu 2024 di Detik.com
items: Implementasi Green Movement sebagai Program Corporate Social Responsibility (CSR) oleh Dinas Kehutanan Provinsi Jawa Barat
items: Beauty Concept In Sephora’s “Black Beauty Is Beautyâ€ Campaign Video
items: Homeless Media dan Partisipasi Sosial dalam Praktik Citizen Journalism
items: Compensating affection deprivation through K-drama
items: Manajemen Makna Terkoordinasi Pada Proses Komunikasi Interpersonal Dalam Bimbingan Skripsi Prodi Ilmu Komunikasi
items: Framing Pernyataan Sikap SMA Tarakanita 1 Jakarta dalam Kasus AGH
items: Pengaruh Pelatihan Literasi Digital Terhadap Peningkatan Pemahaman Literasi Digital, Penyadaran Kecanduan Film Porno, Dan Membangun Komunikasi Positif Antara Orangtua-Anak
items: Pengaruh Social Media Marketing Melalui Instagram dan Kualitas Produk terhadap Minat Beli Ulang Pelanggan Guèle Cosmetics
items: Commodifying Women in the Digital Creativity Sphere of Political Marketing Communication
items: Oppositional Decoding Influences under Stuart Hall: A Case Study of the Advertisement “The NFL is for everyoneâ€
items: Representasi Gaya Hidup Halal dalam Iklan Wardah “Perfect Bright Moisturizerâ€ 2018
items: ‘Clickbait’ sebagai ‘Darwinisme Informasi’: Sebuah Uraian Konseptual
items: Kebermanfaatan Media Sosial Bagi Generasi Internet : Studi Fenomenologi
items: Media Siber dan Search Engine Optimization (SEO): Melacak Motif, Adaptasi untuk Cari Untung, dan Upaya Menjaga Kualitas Jurnalisme
items: Comedy Content Creation of COVID-19 Awareness on @arditerwandha's Social Media Platform
items: Peran Birokrasi Pada Perusahaan Startup PT Generasi Retail Bersama (GREBE) Indonesia - (IN PRESS)
items: Perencanaan Strategi Media Sosial Akun Instagram @mataharikeci_id oleh Komunitas Mataharikecil
items: Pengaruh Konten Pesan “Sex Educationâ€ Instagram @tabu.id Terhadap Kepuasan Followers
items: Keterbukaan Diri Perempuan Pengguna Pada Aplikasi Kencan Daring “Bumbleâ€
items: Personal Branding Arief Budiman sebagai Foodgram Dalam Akun Instagram @kulineryogya
items: Representation of Health Messages in Bear Brand’s Advertisement Series Using Barthes’ Semiotics Analysis
items: Brand Ambassadors' Influence on Brand Image and Consumer Purchasing Decisions

Peran Komunikasi Lingkungan Strategis dalam Mitigasi Penularan Demam Berdarah
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description: Dengue fever remains a significant public health challenge, particularly in tropical countries like Indonesia. This study investigates the role of environmental and communication strategies in mitigating dengue fever transmission in Jababeka, Cikarang, an area with high urbanization and dengue incidence. Using a cross-sectional observational design, the research combines environmental surveys and evaluations of health communication strategies. Key findings indicate a high House Index (HI) of 12.5%, exceeding the critical risk threshold of 10%. The primary mosquito breeding sites were identified as outdoor containers such as unused buckets, discarded tires, and flower pot trays. Communication strategies like the "3M" campaign were widely known, but only a minority consistently adopted preventive measures, indicating gaps between knowledge and practice. The study highlights the need for community-centered, culturally sensitive, and technologically innovative approaches to enhance awareness and participation in dengue prevention. Strengthening collaboration between communities, governments, and stakeholders is essential to achieve sustainable mitigation outcomes.
subject: Articles
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creator: Santi Theresia
creator: Fanny Anggraeni Octoviani
creator: Haris Herdiansyah
rights: Hak Cipta (c) 2025 Santi Theresia, Fanny Anggraeni Octoviani, Haris Herdiansyah
date: 2023-12-31
publication date: 2023-12-31
starting page: 198
ending page: 210
doi: 10.33021/exp.v6i2.5809

FAKTOR-FAKTOR DESAIN ELEMEN VISUAL RUANG PELAYANAN KESEHATAN YANG MEMPENGARUHI KEPUASAN PASIEN MELALUI KOMUNIKASI NON-VERBAL
type: item
description: Penelitian ini mengeksplorasi pengaruh elemen desain visual dalam ruang pelayanan kesehatan terhadap kepuasan pasien melalui komunikasi non-verbal. Elemen desain seperti warna, pencahayaan, tata letak, dan dekorasi memainkan peran penting dalam menciptakan suasana yang mendukung kenyamanan fisik dan psikologis pasien. Dengan pendekatan kuantitatif, data diperoleh melalui kuesioner berbasis skala Likert yang diisi oleh 135 responden dari fasilitas kesehatan. Analisis menggunakan Exploratory Factor Analysis (EFA) mengidentifikasi tiga faktor utama: Kenyamanan Individu dan Visual, Keakraban dan Kelekatan Emosional, serta Fleksibilitas dan Aktivitas Sosial, yang secara bersama-sama menjelaskan 61,38% variansi kepuasan pasien. Temuan menunjukkan bahwa desain interior yang memperhatikan aspek visual dan ergonomis dapat meningkatkan komunikasi non-verbal antara pasien dan tenaga medis, menciptakan pengalaman pelayanan yang lebih positif. Penelitian ini memberikan wawasan bagi pengelola fasilitas kesehatan untuk menciptakan ruang yang lebih humanis dan berorientasi pada pasien.
subject: Articles
  topic: section
creator: Haris Herdiansyah
creator: Ridwansyah Ridwansyah
rights: Hak Cipta (c) 2025 Haris Herdiansyah, Ridwansyah Ridwansyah
date: 2023-04-30
publication date: 2023-04-30
starting page: 185
ending page: 197
doi: 10.33021/exp.v6i2.5810

Studi Komunikasi Lingkungan Pelestarian Pulau Gili melalui Pendekatan Teori Stukturasi Adaptif
type: item
description: Komunikasi lingkungan adalah topik penting yang masih jarang dikaji di Indonesia. Penelitian ini menganalisis bagaimana pembentukan perspektif dan keputusan mengenai kegiatan pelestarian lingkungan yang dilakukan oleh masyarakat Pulau Gili, Jawa Timur. Teori strukturasi adaptif dipilih untuk mengkaji bagaimana sebuah kelompok terus-menerus berdiskusi hingga mencapai mufakat. Model ekoturisme juga digunakan untuk melihat bagaimana masing-masing elemen berinteraksi dalam fenomena sosial yang riil. Penelitian kualitatif ini menggunakan metode snowball sampling terhadap penduduk Pulau Gili yang terlibat dalam kegiatan ekoturisme dan pelestarian lingkungan.
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creator: Lila Nathania
rights: Hak Cipta (c) 2023 Lila Nathania
date: 2023-11-30
publication date: 2023-11-30
starting page: 106
ending page: 130
doi: 10.33021/exp.v6i2.4328

Pemanfaatan Akun Media Sosial Instagram @uir_unggul Oleh Humas Universitas Islam Riau
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description: Abstrak - Penelitian ini bertujuan untuk mengetahui bagaimana pemanfaatan akun media sosial Instagram @uir_unggul oleh humas Universitas Islam Riau dalam mempublikasikan informasi. Metode penelitian ini menggunakan deskriptif kualitatif dengan teknik pengumpulan data yaitu wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa pemanfaatan media sosial Instagram @uir_unggul pada postingan dari rentang bulan September dan Oktober 2022 oleh humas Universitas Islam Riau telah memenuhi seluruh elemen dari tujuh unsur dalam teori 7C Framework yang dikemukakan oleh Jeffrey F Rayport dan Bernard J Jaworski yaitu Context,akun @uir_unggul telah memberikan informasi dengan sebaik mungkin yang dilengkapi dengan keterangan baik itu caption, hashtag, dan tag dari setiap konten yang dipublikasikan. Content, fokus kepada isi pesan yang dapat mewakili suatu informasi kegiatan, seperti acara ulang tahun UIR yang ke 60 Tahun, prestasi mahasiswa dalam pekan olahraga mahasiswa nasional, UIR dalam sepekan, pertukaran mahasiswa, PKKMB 2022, dll. Komunitas, bentuk interaksi yang diberikan khalayak terhadap akun Instagram @uir_unggul, seperti berupa like dan comment . Communication, komunikasi yang dijalankan oleh humas pada akun Instagram@uir_unggul dengan khalayaknya, baik itu melalui balas komentar dan DM. Connection, akun @uir_unggul menyisipkan link serta hashtag pada postingan dan menggunakan fitur yang ada di bio instagram terkait informasi lebih lanjut. Kustomisasi, pada akun Instagram @uir_unggul ialah dengan membuat template khusus yang telah di desain terlebih dahulu oleh tim humas Universitas Islam Riau. Dan commerce, publikasi informasi mengenai update penerimaan mahasiswa baru.
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creator: Indah Mardini Putri
creator: Syarifah Namira Azzahra
creator: Eka Fitri Qurniawati
rights: Hak Cipta (c) 2023 Indah Mardini Putri, Syarifah Namira Azzahra, Eka Fitri Qurniawati
date: 2023-12-01
publication date: 2023-12-01
starting page: 99
ending page: 105
doi: 10.33021/exp.v6i2.4174

Keterwakilan Perempuan DPR RI dalam Proses Penyusunan RUU TPKS
type: item
description: Keterwakilan perempuan di DPR RI mengalami peningkatan pada periode 2019-2024, bersamaan dengan hal itu desakan agar RUU TPKS yang semula bernama RUU PKS agar dapat segera disahkan, mengingat jumlah korban kasus kekerasan seksual terus meningkat setiap tahunnya. Lantas bagaimana keterwakilan perempuan di DPR RI terlibat dalam penyusunan RUU TPKS. Peneliti menggunakan metode penelitian kualitatif deskriptif untuk mengungkapkan peran serta keterwakilan perempuan. Pengumpulan data diperoleh melalui wawancara mendalam dengan tiga informan yang berasal dari dua fraksi berbeda dan satu informan dari perwakilan LSM perempuan. Berdasarkan hasil penelitian diperoleh bahwa keterwakilan perempuan terlibat cukup aktif selama proses penyusunan RUU TPKS, meskipun tidak semua keterwakilan perempuan DPR RI dapat terlibat di dalamnya. Hambatan selama proses penyusunan juga diketahui berasal dari internal dan eksternal, seperti adanya perbedaan pendapat yang dinyatakan oleh Fraksi PKS, serta adanya pergeseran prioritas selama masa pandemi Covid-19 sehingga RUU TPKS harus dikeluarkan dari Prolegnas 2021.
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creator: Fanny Fatwati Putri
rights: Hak Cipta (c) 2023 Fanny Fatwati Putri
date: 2023-11-30
publication date: 2023-11-30
starting page: 131
ending page: 140
doi: 10.33021/exp.v6i2.4189

Pola Komunikasi Organisasi Dalam Proses Rekrutmen Anggota Baru Partai Golkar
type: item
description: This article aims to examine the organizational communication in the process of recruiting new members of the Golkar party through PDK Kosgoro 1957 Southeast Sulawesi in facing the 2024 election. This research uses a qualitative method with a case study approach. Data were collected through in-depth interviews, participant observation, and document study. Data were analyzed using interactive data analysis techniques. The results showed that the organizational communication used by the Golkar party through PDK Kosgoro 1957 Southeast Sulawesi was a symmetrical two-way communication, which is a communication that prioritizes balanced and harmonious relationships between organizations and their publics. The process of recruiting new members of the Golkar party through PDK Kosgoro 1957 Southeast Sulawesi involved several stages, namely socialization, selection, orientation, and evaluation. The results of recruiting new members of the Golkar party through PDK Kosgoro 1957 Southeast Sulawesi were an increase in the number and quality of Golkar party members in the region, as well as having a positive impact on the image and electability of the Golkar party in Southeast Sulawesi.
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creator: Alamsyah Alamsyah
creator: Agus Hitopa Sukma
creator: Iswahyu Pranawukir
creator: Misnan Misnan
rights: Hak Cipta (c) 2023 Alamsyah Alamsyah, Agus Hitopa Sukma, Iswahyu Pranawukir, Misnan Misnan
date: 2023-11-30
publication date: 2023-11-30
starting page: 141
ending page: 150
doi: 10.33021/exp.v6i2.4864

Produksi Media Pembelajaran dalam Penerapan Profil Pelajar Pancasila dengan Pendekatan Komunikasi Partisipatif
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description: Changes in the Kurikulum Merdeka Belajar require adaptation from the school, including from the teacher. There is a need for alternative learning media in the form of learning videos other than face-to-face learning in the classes based on the Pancasila Student Profile as an implementation of the Kurikulum Merdeka Belajar in an Elementary Schoo. This research is an applied research involving SDIT Al Firdaus Semarang as a research partner. The theory used in this research is Perloff's persuasive communication theory. The method used is a qualitative approach by carrying out the process of searching data and analyzing data with pre-production, production and post-production. Conclusions are drawn by analyzing the production process with a communication approach. The results obtained are that the production of learning videos goes through three stages of the process, namely conveying messages, packaging messages and changing behavior towards messages. The message packaging goes through the stages of Attention, Comprehension, Learning, Acceptance and Retention.
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creator: Naiza Rosalia
creator: Mukaromah Mukaromah
creator: Mutia Rahmi Pratiwi
rights: Hak Cipta (c) 2023 Naiza Rosalia
date: 2023-11-30
publication date: 2023-11-30
starting page: 173
ending page: 184
doi: 10.33021/exp.v6i2.4455

Politics Entertainment di Media Online: Analisis Pemberitaan Bakal Calon Presiden Pemilu 2024 di Detik.com
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description: This research aims to describe Detik.com's reporting regarding Presidential Candidates who will compete in the 2024 Presidential Election. This topic is important because so far media reports seem to only be a place for "shows" that are more oriented towards the candidate's positive image. whereas the public needs to know the capabilities and qualities of a candidate. The research analysis is related to the concept of political entertainment, usually abbreviated as politainment, namely media reporting that combines elements of politics and entertainment. The research was conducted using a descriptive qualitative method. There are two news stories from each candidate studied, in the period May to June 2023. News analysis was carried out using the framing approach of Zhongdan Pan and Gerald M. Kosicky. Data collection methods were carried out using news observations, Detik.com editorial interviews, and literature studies to enrich research findings. As a result, elements of politainment can be seen in the candidate's activities aimed at forming a positive image. These include hands-on operation or blusukan, morning jogging, walking in narrow alleys, stopping by homes, greeting residents, visiting sick residents, small talk with children and parents, watching football with moms, and watching football on a cellphone screen while wearing a sarong. Another finding was that candidate news was packaged descriptively, with a sociological reality orientation, emphasized the warm welcome of citizens to candidates, made the candidate the sole source, and quoted from the candidate's posts on social media.
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creator: Muhammad Ikhwan
rights: Hak Cipta (c) 2023 Muhammad Ikhwan
date: 2023-11-30
publication date: 2023-11-30
starting page: 151
ending page: 172
doi: 10.33021/exp.v6i2.4911

Implementasi Green Movement sebagai Program Corporate Social Responsibility (CSR) oleh Dinas Kehutanan Provinsi Jawa Barat
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description: Corporate Social Responsibility (CSR) merupakan tanggung jawab sebuah organisasi terhadap masyarakat dan lingkungan. Program CSR juga dilaksanakan oleh Dinas Kehutanan Provinsi Jawa Barat yang dinamakan Gerakan Jumat Menanam. Penelitian ini bertujuan untuk mengetahui proses tahapan dan penerapan prinsip Corporate Social Responsibility, serta untuk mengetahui alasan mengapa Gerakan Jumat Menanam menjadi program rutin. Penelitian ini menggunakan pendekatan kualitatif dengan desain penelitian studi kasus. Teknik penentuan informan menggunakan teknik purposive sampling. Perolehan data penelitian ini dilakukan melalui observasi, wawancara, dan dokumentasi. Hasil penelitian pada tahap perencanaan menunjukkan bahwa Gerakan Jumat Menanam menindaklanjuti Surat Edaran Gubernur Jawa Barat mengenai implementasi GTTP di lahan kritis Jawa Barat, melakukan rapat internal untuk meninjau lahan kritis, dan melakukan survei untuk menentukan bibit yang akan ditanam. Tahap implementasi meliputi pembentukan sebuah tim dan pengarahan terkait perawatan pohon. Tahap evaluasi dilakukan pada akhir tahun untuk melihat perkembangan bibit yang ditanam. Tahap pelaporan dilakukan melalui website Si Mantri Bibit dan Si Mantap. Adapun alasan Gerakan Jumat Menanam menjadi program rutin adalah karena kondisi lahan kritis di Jawa Barat mencapai 907.683,67 hektare, sehingga memerlukan penanganan yang konsisten.
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creator: Shinta Hartini Putri
creator: Seni Satria Mukti Nur Sakinah
creator: Nisa Lathifah
rights: Hak Cipta (c) 2025 Shinta Hartini Putri, Seni Satria Mukti Nur Sakinah, Nisa Lathifah
date: 2025-02-05
publication date: 2025-02-05
starting page: 98
ending page: 114
doi: 10.33021/exp.v7i2.5770

Beauty Concept In Sephora’s “Black Beauty Is Beautyâ€ Campaign Video
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description: The dominance of Western beauty standards has often marginalized and rejected Black bodies and beauty in mainstream culture. However, Black communities have significantly contributed to the beauty industry. In response to this disparity, Sephora, a leading beauty retailer, launched a campaign to combat racial inequity by promoting Black-owned beauty brands. The campaign features a short video titled Black Beauty is Beauty, which highlights Black narratives, cultural practices, and the historical influence of Black beauty innovations on global beauty standards. This study examines how Sephora portrays beauty concepts in its campaign video. A qualitative method with purposive sampling is employed for data collection. Social semiotics and visual grammar serve as the theoretical frameworks, as they analyze both visual and spoken texts. The findings reveal several categories of beauty representation in the campaign video, including physical appearance, beauty traits, beauty routines, and gendered beauty—elements historically overlooked by mainstream culture. Through these representations, Sephora reintroduces Black beauty ideals, emphasizing their impact on shaping beauty trends. The campaign also challenges conventional beauty standards, such as fair skin, straight hair, and thin body types, which contrast with African physical characteristics.
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creator: Elizabeth Octovianne Kalalo
creator: Abhirama S.D. Perdana
rights: Hak Cipta (c) 2025 Elizabeth Octovianne Kalalo, Abhirama S.D. Perdana
date: 2024-11-30
publication date: 2024-11-30
starting page: 63
ending page: 84
doi: 10.33021/exp.v7i2.5812

Homeless Media dan Partisipasi Sosial dalam Praktik Citizen Journalism
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description: The phenomenon of homeless media is emerging, media practices that build their networks only through social media such as Facebook, Instagram and TikTok. According to Jawa Pos, in Indonesia, identifying homeless media is relatively easy because generally the accounts created will begin with the use of city names (txtdari) such as @aslisemarang, @sejarahwonosobo, @solokini and others. Homeless media is named because it is considered homeless so that it can be present and disappear suddenly. Moreover, homeless media becomes digital media that favorite in Indonesia. Because of the social media user, specifically Instagram according to We Are Social data is the second highest user in is Indonesia. In addition, in Indonesia, Instagram has 90.14 million users as of July 2024 while TikTok ranks fourth with 73.5 million users. This research uses descriptive qualitative methods by applying Rich Media Theory and the concept of social participation. Using primary data sources on three homeless media, namely @aslisemarang @sejarahwonosobo and @solokini with data collection techniques, namely observation and interviews. While secondary data sources are obtained through documentation. The results showed that homeless media practices are easily carried out by citizens without having to have a publishing license and as a press company. In addition, the latest information is packaged with contemporary visuals to attract audiences without having to prioritize journalistic practices.
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creator: Anggun Puspitoningrum
rights: Hak Cipta (c) 2025 Anggun Puspitoningrum
date: 2025-02-05
publication date: 2025-02-05
starting page: 85
ending page: 97
doi: 10.33021/exp.v7i2.5768

Compensating affection deprivation through K-drama
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description: K-drama is arguably one of the most popular media businesses of the century. Previous studies suggest that affection deprivation signifies an absence of meaningful communication and affectionate relationships with significant others, leading to various negative affective states such as anxiety, stress, and depression. A less explored compensatory strategy for affection deprivation in the Asian context is K-drama addiction, as in binge-watching and parasocial relationships with Korean celebrities and fictional characters. This phenomenological study investigates how affection deprivation influenced K-drama addiction during the COVID-19 pandemic. This study used a purposive sampling involving female K-drama fans who engaged in binge-watching and reported addiction symptoms. Several themes emerged during the in-depth interviews and focus group discussions: affection deprivation, negative affect, compensatory strategy, perceived benefits, enabling factors, and the cycle of addiction. This paper is the first study that attempts to link K-drama addiction with compensatory consumption.
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creator: Susiana Febriyanti Muqaromah
creator: Jhanghiz Syahrivar
rights: Hak Cipta (c) 2024 Susiana Febriyanti Muqaromah, Jhanghiz Syahrivar
date: 2024-04-30
publication date: 2024-04-30
starting page: 45
ending page: 62
doi: 10.33021/exp.v7i1.5558

Manajemen Makna Terkoordinasi Pada Proses Komunikasi Interpersonal Dalam Bimbingan Skripsi Prodi Ilmu Komunikasi
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description: The research purpose is to explore the of thesis guidance meaning management in communication studies programs that combined with interpersonal strategies, and to unite the interrelationships between the interpersonal communication process and the coordination of meaning management. The research method is qualitative method with a constructivist paradigm with a case study research method. The research was conducted on three campuses in Jakarta: Mpu Tantular University, Surya University and IBI Kosgoro 1957. The results showed that interpersonal communication strategies in a thesis guidance managed by interpersonal relationship approaches. It formed coordination of meaning through: openness, empathy, positiviness, supportiveness, and equality.
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creator: Iswahyu Pranawukir
creator: Agus Hitopa Sukma
creator: Misnan Misnan
creator: Alamsyah Alamsyah
creator: Erita Riski Putri
rights: Hak Cipta (c) 2024 Iswahyu Pranawukir, Agus Hitopa Sukma, Misnan Misnan, Alamsyah Alamsyah4, Erita Riski Putri
date: 2024-04-30
publication date: 2024-04-30
starting page: 35
ending page: 44
doi: 10.33021/exp.v7i1.5559

Framing Pernyataan Sikap SMA Tarakanita 1 Jakarta dalam Kasus AGH
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description: The study of framing analysis in media research has proliferated, yet its application to press releases or public relations statements remains uncommon. This research aims to analyze the framing of SMA Tarakanita 1 Jakarta's position statement regarding the AGH case, which involved legal action against Mario Dandy Satriyo (20) for the alleged persecution of David Ozora (17). Employing a qualitative descriptive approach and framing analysis method by Robert N. Entman, the study examines how SMA Tarakanita 1 Jakarta selects and emphasizes certain aspects of the crisis stemming from AGH's alleged involvement in David Ozora's persecution. In addition to analyzing the primary data—the position statement text—the researcher conducted multiple in-depth interviews with the Chairperson of the Tarakanita Crisis Center (TCC) to comprehensively explore framing and agenda setting processes. The findings reveal that SMA Tarakanita 1 Jakarta frames its position statement in the AGH case by defining the problem, making moral judgments, and recommending treatments. Interviews also unveiled Tarakanita's potential as a public relations exemplar for educational institutions in crisis management through the Tarakanita Crisis Center (TCC), aiming to safeguard the organization's reputation and image while addressing crises effectively. This underscores the importance of strategic communication and crisis response mechanisms in maintaining organizational integrity amidst challenges.
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creator: Sutanto Johanes
creator: Finsensius Yuli Purnama
rights: Hak Cipta (c) 2024 Sutanto Johanes, Finsensius Yuli Purnama
date: 2024-04-30
publication date: 2024-04-30
starting page: 1
ending page: 15
doi: 10.33021/exp.v7i1.5388

Pengaruh Pelatihan Literasi Digital Terhadap Peningkatan Pemahaman Literasi Digital, Penyadaran Kecanduan Film Porno, Dan Membangun Komunikasi Positif Antara Orangtua-Anak
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description: Penelitian kuasi-eksperimen dengan desain pretest-posttest ini bertujuan untuk melihat pengaruh pelatihan literasi digital terhadap peningkatan pemahaman literasi digital, penyadaran akan kecanduan film porno, dan peningkatan kualitas komunikasi positif orangtua-anak pada siswa SMP X. Populasi penelitian ini adalah seluruh siswa SMP X, dan terdapat 35 siswa terlibat sebagai subjek penelitian dengan teknik sampling yang digunakan adalah purposive sampling. Alat ukur penelitian ini menggunakan tiga jenis skala yang dibuat sendiri oleh peneliti yakni Skala Pemahaman Literasi Digital, Skala Kesadaran akan Film Porno, dan Skala Komunikasi Positif. Uji statistika yang dilakukan adalah; uji validitas dan reliabilitas skala, uji Asumsi klasik, dan uji hipotesis menggunakan Paired sample t test untuk membandingkan kondisi pretest dan posttest. Hasil penelitian ditemukan bahwa terdapat pengaruh yang signifikan dari pelatihan literasi digital terhadap peningkatan pemahaman literasi digital, penyadaran akan kecanduan film porno, dan komunikasi positif antara anak-orangtua. Dengan pengaruh yang tertinggi pada penyadaran akan kecanduan film porno (17,97 poin), kemudian pada peningkatan komunikasi positif anak-orangtua (14,80 poin), dan terakhir pada peningkatan pemahaman literasi digital (14,43 poin).
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creator: Haris Herdiansyah
rights: Hak Cipta (c) 2024 Haris Herdiansyah
date: 2024-04-30
publication date: 2024-04-30
starting page: 16
ending page: 34
doi: 10.33021/exp.v7i1.5474

Pengaruh Social Media Marketing Melalui Instagram dan Kualitas Produk terhadap Minat Beli Ulang Pelanggan Guèle Cosmetics
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description: Kemajuan teknologi telah memperluas prospek bisnis di berbagai industri, termasuk industri kosmetik. Dalam bidang pemasaran, kemajuan teknologi membantu mempromosikan dan menjual merek yang bersangkutan melalui media sosial. Namun, persaingan juga semakin ketat akibat banyaknya kompetitor yang juga memasarkan produknya melalui Instagram. Oleh karena itu, untuk memenangkan persaingan, merek harus memiliki competitive advantage. Hanya merek yang menghasilkan produk dan layanan berkualitas tinggi yang mampu memenuhi permintaan pelanggan yang dapat bertahan dalam persaingan. Maka itu, Guèle Cosmetics menggunakan social media marketing melalui Instagram dan memaksimalkan kualitas produk yang ditawarkan dengan harapan dapat menarik minat beli ulang pelanggan. Tujuan penelitian ini untuk mengetahui pengaruh social media marketing melalui Instagram dan kualitas produk terhadap minat beli ulang pelanggan Guèle Cosmetics. Adapun pada penelitian ini menggunakan teori S-O-R. Penelitian ini menggunakan metodologi kuantitatif dengan metode survei. Pengumpulan data dilakukan dengan menyebarkan kuesioner online kepada 100 followers Instagram @guele.id meggunakan teknik probability sampling dengan metode simple random sampling. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara social media marketing melalui Instagram dan kualitas produk terhadap minat beli ulang pelanggan Guèle Cosmetics baik secara parsial maupun bersama-sama. Adapun secara parsial variabel social media marketing berpengaruh sebesar 0,727 dan kualitas produk berpengaruh sebesar 0,931. Sedangkan, secara simultan social media marketing dan kualitas produk berpengaruh terhadap minat beli ulang dengan persamaan regresi Y = -0,198 + 0,299X1 + 0,688X2. Adapun variabel kualitas produk berpengaruh lebih dominan dibandingkan social media marketing Maka dari itu, social media marketing melalui Instagram yang dilakukan Guèle Cosmetics masih perlu ditingkatkan terutama pada dimensi collabo…
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creator: Friscilla Nikonov
creator: Yuliana Riana Prasetyawati
rights: Hak Cipta (c) 2023 Friscilla Nikonov, Yuliana Riana Prasetyawati
date: 2023-04-30
publication date: 2023-04-30
starting page: 82
ending page: 98
doi: 10.33021/exp.v6i1.3985

Commodifying Women in the Digital Creativity Sphere of Political Marketing Communication
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description: Indonesia's 2019 presidential and vice-presidential election not only presents fierce competition among contestants, but also the creativity of political supporters during the campaign period. In addition to the emergence of the buzzer phenomenon, volunteers, producers and also distributors of hoaxes, what is interesting is the participation of mothers or adult women who take part in enlivening social media. This community, some say 'emak-emak' (connoted as an uneducated mother), some say ‘ibu bangsa’ (connoted more educated), actively campaigning for their candidates in political contestation. No wonder social media yells like 'the power of emak-emak' are very popular. This paper unfolds the phenomenon of women's political participation in Indonesia, and sees that the commodification of women into practical politics cannot yet be interpreted as a permanent exchange of use-values. On the one hand, it does provide political space for women, but on the other hand, it still does not eliminate the stereotypes of women as emotional creatures. This ambivalent participation is underrepresenting the interests of the majority of women voters. Even though it seems creative, efforts to 'revive' women in the political marketing communication space ala 'the power of emak-emak' only places women as 'decorative attributes of teasers', cheerleaders, not yet representing a central and significant role in mainstreaming Indonesian politics.Â
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creator: Tuti Widiastuti
creator: Edy Prihantoro
creator: Herna Herna
rights: Hak Cipta (c) 2023 Tuti Widiastuti
date: 2023-04-30
publication date: 2023-04-30
starting page: 69
ending page: 81
doi: 10.33021/exp.v6i1.4469

Oppositional Decoding Influences under Stuart Hall: A Case Study of the Advertisement “The NFL is for everyoneâ€
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description: Social Justice Content Marketing (SJCM) presents unique challenges to the marketer beyond the traditional marketing tools used to message the consumer effectively. Consumers demand that corporations take action on social issues, yet it is difficult for consumers to define for corporations or marketers what such actions should entail or whether initiatives are effective from the corporate and societal dimensions. Over the last thirty years, changes in media have divided consumer attention across multiple media channels, and message persistence is decreased due to increased message volumes overall. Positioning of SJCM messages is often unintended. Identity via labeling, the backbone of traditional marketing segmentation, targeting, and positioning, is counterproductive in SJCM communications. We used a netnographic approach to capture responses to the National Football League’s SJCM advertisement Football is for Everyone to determine why consumers rejected the advertisement. We applied Stuart Hall’s reception theory to categorize consumer responses and used social dominance theory, labeling and identity frameworks, and semiotics under Pierce. In addition, we examined the benefit to corporate revenue and societal improvement. The results found were that advertisement rejection was due to oppositional and denotative decoding resulting from polysemic symbol versus iconic usage and encoding non-socially dominant beliefs as dominant beliefs in the advertisement. Iconographic messaging reduces non-preferred and negotiated decoding. Further, some corporations may benefit from SJCM financially, but others may suffer substantial financial loss. The gains are more tied to the alignment of core customer demographics and existing beliefs with the advertisement and losses with a disconnect with customer beliefs.
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creator: Daniel Blanchett
creator: Jony Oktavian Haryanto
creator: Jhanghiz Syahrivar
rights: Hak Cipta (c) 2023 Daniel Blanchett, Jony Oktavian Haryanto, Jhanghiz Syahrivar
date: 2023-04-30
publication date: 2023-04-30
starting page: 48
ending page: 68
doi: 10.33021/exp.v6i1.3945

Representasi Gaya Hidup Halal dalam Iklan Wardah “Perfect Bright Moisturizerâ€ 2018
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description: Gaya hidup halal menjadi tren global, termasuk di Indonesia. Sebagai budaya populer, nilai-nilai gaya hidup halal banyak diambil oleh para pebisnis syariah untuk kemudian dikonstruksi kembali sesuai dengan tujuannya. Produk Perfect Bright Moisturizer dari Wardah adalah salah satunya. Menjadi pionir produk kecantikan dan kosmetik halal di Indonesia, Wardah berhasil menarik masyarakat dengan menghadirkan gaya hidup halal dan cantik ala Korea dalam satu produk. Menariknya, model iklan ini adalah Ayana Jihye Moon, mualaf asal Korea Selatan. Penelitian ini hadir guna mengeksplor tanda gaya hidup halal yang diperlihatkan oleh Wardah dalam iklan Perfect Bright Moisturizer dan bagaimana tanda tersebut direpresentasikan sebagai gaya hidup halal yang berkorelasi dengan produk Wardah. Metode penelitian yang digunakan adalah semiotika dari Roland Barthes yang melihat makna denotatif, konotatif, dan mitos dalam sebuah iklan. Hasilnya, representasi gaya hidup halal dalam iklan terlihat melalui busana, produk, dan proses interaksi. Â
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creator: Nurul Fadhillah S
rights: Hak Cipta (c) 2023 Nurul Fadhillah S
date: 2023-04-30
publication date: 2023-04-30
starting page: 28
ending page: 47
doi: 10.33021/exp.v6i1.4470

‘Clickbait’ sebagai ‘Darwinisme Informasi’: Sebuah Uraian Konseptual
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description: Naskah ini merupakan literature review yang mengkaji fenomena clickbait, konteks historis kemunculannya, konseptualisasi hingga perangkat analisis yang bisa digunakan untuk mendeteksinya. Clickbait tekait dengan artikel dengan judul menyesatkan, melebih-lebihkan konten pada halaman arahan, eksploitasi celah keingintahuan pengguna dan memikat mereka untuk mengklik tautan yang sering kali mengecewakan mereka. Tujuannya menarik pengguna mengklik judul untuk memonetisasi halaman arahan. Sebagai perangkat analisis, peneliti bisa menggunakan enam variabel (incomplete information, appeals expressions, repetition and serialization, exaggeration, soft news, dan striking audiovisual elements) yang dibagi ke dalam dua kategori, yaitu presentation variables dan content variables.
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creator: Nanang Krisdinanto
rights: Hak Cipta (c) 2023 Nanang Krisdinanto
date: 2023-04-30
publication date: 2023-04-30
starting page: 16
ending page: 27
doi: 10.33021/exp.v6i1.4134

Kebermanfaatan Media Sosial Bagi Generasi Internet : Studi Fenomenologi
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description: Â This study aims to elaborate information from the experiences of the internet generation in assessing the usefulness of social media. High dependence on social media has created benefits for the internet generation. This study involved five subjects of the internet generation who actively use social media in their daily activities. This research is a phenomenological type with an Interpretative Phenomenological Analysis method. Data were obtained through in-depth interviews with categories based on research subject statements. The research subject stated that the pattern of the internet generation in using social media in daily activities was known. The results of the study found that the internet generation assessed the usefulness of social media as a channel of information, interaction, participation, decentralization and accountability. Â
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creator: Bambang Arianto
rights: Hak Cipta (c) 2023 Bambang Arianto
date: 2023-04-30
publication date: 2023-04-30
starting page: 1
ending page: 15
doi: 10.33021/exp.v6i1.4185

Media Siber dan Search Engine Optimization (SEO): Melacak Motif, Adaptasi untuk Cari Untung, dan Upaya Menjaga Kualitas Jurnalisme
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description: Media siber masif menjalankan logika SEO (Search Engine Optimization). Strategi SEO pada konten berita ditandai dengan memanfaatkan keramaian sebuah isu, lalu memfabrikasinya berulang-ulang dengan membuat tulisan sebanyak-banyaknya. Kata-kata kunci terkait isu yang tengah ramai itu ditanamkan terus-menerus di dalam isi berita. Akhirnya, berita-berita tersebut akan muncul di urutan atas mesin pencari. Artikel ini meneliti mengapa media siber (dalam hal ini adalah Kompas.com, Tirto.id, Tempo.co, dan Liputan6.com) menjalankan kebijakan SEO. Bagaimana redaksi beradaptasi dengan budaya, termasuk mengamati dinamika di dalam ruang redaksi (penolakan maupun penerimaan awak redaksi). Tak lupa, menganalisis upaya redaksi menjaga kualitas jurnalisme. Data diperoleh berasal dari wawancara mendalam, observasi, dan dokumentasi. Temuan penelitian ini adalah empat media yang diteliti menyepakati bahwa SEO adalah sebuah cara meningkatkan traffic agar iklan bisa tumbuh. Menjalankan SEO lalu tampil dalam halaman terdepan pencarian Google secara politis berarti juga mempertaruhkan nama baik menjadi yang terdepan di antara media lainnya. Empat media siber yang diteliti melakukan penyadaran ke awak redaksinya agar mau menjalani SEO. Redaksi juga membuat pabrik konten di daerah dan menyiapkan kebijakan target page view sehingga awak redaksi mau tidak mau patuh pada logika SEO. Menariknya, ada batas-batas yang sengaja dibuat agar redaksi, ketika menerapkan SEO, bisa menghasilkan berita yang berkualitas. Media yang diteliti khawatir jika terlalu patuh pada SEO akan berdampak pada nama baik media itu sendiri, takut mendapat cap sebagai media “budakâ€ SEO dengan mengorbankan kualitas jurnalisme.
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creator: Aryo Subarkah Eddyono
rights: Hak Cipta (c) 2023 Aryo Subarkah Eddyono
date: 2022-11-30
publication date: 2022-11-30
starting page: 173
ending page: 186
doi: 10.33021/exp.v5i2.4346

Comedy Content Creation of COVID-19 Awareness on @arditerwandha's Social Media Platform
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description: To spread awareness about Coronavirus disease (COVID-19), content creators create social media content. Ardit Erwandha, a stand-up comedian, is one of the creators who uses humor in Social Media Content (SMC) about the Coronavirus. This study aims to understand why Ardit Erwanda used comedy in his SMC related to COVID-19 and the process he does to create the content. Furthermore, this study utilizes humorous communication theory because this theory explains the function of Humor (comedy) beyond its common understanding as an entertainment source. This qualitative research uses the Interpretivism paradigm and utilizes a case study. In addition, the researchers use in-depth interview as a primary data-collecting technique and collects literature reviews for discussion materials. The results of this study indicate that the humor approach in Ardit's SMC is used to convey criticism, relieve anxiety, and ease tension while representing people's feelings in terms of relatability. Ardit Erwanda goes through the following stages when creating content: goal setting, audience mapping, content ideas and planning, content creation, content distribution, content amplification, content evaluation, and content improvement.
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creator: Adinda Berliani
creator: Anathasia Citra
rights: Hak Cipta (c) 2023 Adinda Berliani, Anathasia Citra
date: 2022-11-30
publication date: 2022-11-30
starting page: 162
ending page: 172
doi: 10.33021/exp.v5i2.4336

Peran Birokrasi Pada Perusahaan Startup PT Generasi Retail Bersama (GREBE) Indonesia - (IN PRESS)
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description: Penelitian ini menginvestigasi peran birokrasi dalam perusahaan start up PT Gerakan Retail Bersama (GREBE) Indonesia yang berlokasi di DKI Jakarta, Indonesia. Penelitian ini memiliki tujuan untuk melihat apakah perusahaan startup yang masih berupa perusahaan rintisan memiliki formalisasi dan standardisasi kerja dalam birokrasi seperti yang telah dikemukakan oleh Weber. Metode yang digunakan dalam penelitian ini adalah metode kualitatif dengan pendekatan studi kasus. Dengan menggunakan pendekatan studi kasus, peneliti melakukan triangulasi data dengan menggunakan informan ahli dalam perusahaan untuk dapat mendalami kasus yang diteliti. Teknik pengumpulan data dalam penelitian ini adalah dengan mewawancarai para karyawan perusahaan startup GREBE Indonesia, yang terdiri dari 5 karyawan tetap dan 1 karyawan magang. Hasil analisis dalam penelitian ini adalah adanya praktik birokrasi dan pengadopsian istilah birokrasi yang dilakukan oleh para karyawan perusahaan startup GREBE. Dalam perusahaan startup, putusan akan sebuah aturan dilakukan dengan cara musyawarah, dengan denda dan hukuman yang juga sudah disepakati bersama, juga adanya musyawarah yang secara tidak langsung menunjuk seseorang dalam perusahaan untuk dapat menjadi supervisor bagi para karyawan lainnya dilihat dari latar belakang profesionalnya sebelum masuk dalam perusahaan GREBE.
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creator: Jasmin Jannatania
creator: Jenny R. Suminar
creator: Purwanti Hadisiwi
creator: Yustikasari Yustikasari
rights: Hak Cipta (c) 2023 Jasmin Jannatania, Dadang Rahmat Hidayat, Sri Seti Indriani
date: 2022-11-30
publication date: 2022-11-30
starting page: 147
ending page: 161
doi: 10.33021/exp.v5i2.3493

Perencanaan Strategi Media Sosial Akun Instagram @mataharikeci_id oleh Komunitas Mataharikecil
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description: Technology plays an important role in today's society. Technology has changed the society not only in the way it communicates but also in the attitudes and relationships with people of all ages who live in it both positively and negatively. Matahari Kecil Indonesia is a non-profit organization that focuses on social issues to help underprivileged families achieve education for their children and become economically independent. In the process, Matahari Kecil Indonesia utilizes social media Instagram to help achieve organizational goals. Instagram social media, in this case, is a photo and video sharing platform with a variety of features and functions. This research is a descriptive qualitative study that focuses on knowing the process of planning social media strategies for @mataharikecil_id as a source of accurate information about organization’s education and social activities. This study aims to answer the identification of problems regarding social media strategy planning using the POST Method. The results of this study reveal that the ‘people’ stage consists of public segmentation, understanding the public, and analyzing the public. The ‘objective’ stage is the application of the SMART method in the process of setting organizational goals. Then, the ‘strategy’ stage reveals that the content production strategy begins with the planning stage which is followed by production and execution. After the concepts and data regarding public behavior are collected, then the content production process can be carried out involving creative people to produce visually attractive content. At last, the combination of technologies chosen are Instagram, WhatsApp, Line, and e-mail.
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creator: Amar Shiddiq Junaidi
creator: Hanny Hafiar
creator: Anwar Sani
rights: Hak Cipta (c) 2023 Amar Shiddiq Junaidi, Hanny Hafiar, Anwar Sani
date: 2022-11-30
publication date: 2022-11-30
starting page: 134
ending page: 146
doi: 10.33021/exp.v5i2.3709

Pengaruh Konten Pesan “Sex Educationâ€ Instagram @tabu.id Terhadap Kepuasan Followers
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description: Informasi mengenai seks masih dianggap negatif dan tabu oleh masyarakat Indonesia, salah satu faktor yang dapat mempengaruhi perilaku seksual adalah sumber informasi yang masyarakat dapatkan dari media sosial mengenai pendidikan seksual. Instagram @tabu.id hadir sebagai salah satu sumber informasi dan forum diskusi untuk remaja terkait hak-hak kesehatan seksual dan reproduksi, serta membahas isu-isu penting yang masih dianggap tabu untuk dibicarakan dan kerap kali membuat remaja masih kurang tepat dalam mengambil keputusan. Penelitian ini bertujuan pada seberapa besar pengaruh konten pesan “sex educationâ€ instagram @tabu.id terhadap kepuasan followers yang juga merupakan pengguna media sosial. Peneliti menggunakan teori uses and gratifications, teori ini menjelaskan bahwa masyarakat aktif dan mampu mempelajari atau mengevaluasi berbagai jenis media dengan melihat bagaimana pengguna dalam memilih media yang paling dapat dipercaya memenuhi kebutuhannya dan sejauh mana pengguna puas dengan apa yang disajikan media tersebut. Penelitian ini menggunakan pendekatan kuantitatif. Metode yang digunakan dalam penelitian ini adalah metode survei. Populasi dari penelitian ini adalah pengikut instagram @tabu.id dengan jumlah sampel yang didapatkan sebanyak 100 responden. Hasil penelitian menunjukkan adanya bahwa pengaruh konten pesan “sex educationâ€ instagram @tabu.id terhadap kepuasan followers adalah sebesar 52,7% dan sisanya dipengaruhi oleh faktor lain. Kesimpulan dari penelitian ini bahwa terdapat pengaruh yang kuat antara konten pesan Instagram terhadap kepuasan followers sebagai penggunaan media. Peneliti berharap penelitian selanjutnya dapat menggali lebih dalam terkait faktor-faktor lain yang mampu mempengaruhi audiens dalam mendapatkan kepuasan penggunaan media.
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creator: Vina Mahdalena
creator: Nabilla Thalita Fadis
creator: Supratman Supratman
rights: Hak Cipta (c) 2023 Vina Mahdalena, Nabilla Thalita Fadis, Supratman Supratman
date: 2022-11-30
publication date: 2022-11-30
starting page: 120
ending page: 133
doi: 10.33021/exp.v5i2.3796

Keterbukaan Diri Perempuan Pengguna Pada Aplikasi Kencan Daring “Bumbleâ€
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description: Penelitian ini bertujuan untuk menganalisis keterbukaan diri perempuan pada aplikasi kencan daring melalui aplikasi Bumble, hal ini dilatarbelakangi oleh konsep yang diusung oleh Aplikasi Bumble “ramah Lingkunganâ€ atau perempuan yang harus memulai percakapan terlebih dulu padahal konsep tersebut kotradiksi dengan budaya di Indonesia atau sistem gender tradisional. Menggunakan teori keterbukaan diri dan metode kualitatif dengan pendekatan fenomenologi. Informan dalam penelitian ini adalah perempuan pengguna aplikasi kencan daring Bumble. Teknik analisis data yang digunakan dalam penelitian ini adalah teknik analisis yang dikembangkan oleh Moustakas. Hasil penelitian didapatkan bahwa tahapan-tahapan keterbukaan diri sesuai dengan data empiris atau yang terjadi di lapangan. yaitu setiap informan memiliki tingkat dan tahapan keterbukaan diri yang berbeda dan tidak semua informan mencapai tahap terdalam. Pada awal proses keterbukaan diri, keintiman tidak serta terjadi khususnya pada aplikasi kencan daring Bumble.
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creator: Nabila Azzahra
creator: Uljanatunnisa Uljanatunnisa
creator: Priyono Sadjijo
rights: Hak Cipta (c) 2023 Nabila Azzahra, Uljanatunnisa Uljanatunnisa, Priyono Sadjijo
date: 2022-11-30
publication date: 2022-11-30
starting page: 108
ending page: 119
doi: 10.33021/exp.v5i2.3833

Personal Branding Arief Budiman sebagai Foodgram Dalam Akun Instagram @kulineryogya
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description: Arief Budiman is a foodgram and successfully built his personal branding behind Instagram account @kulineryogya. The purpose of this study is to find out Arief Budiman's personal branding model as a foodgram in the @kulineryogya Instagram account. This research is a case study. The post-positivism paradigm is used by researchers and also qualitative description method with data collection techniques in the form of documentation and interviews. Arief Budiman applies the concept of The Eight Laws of Personal Branding in @kulineryogya's Instagram content, which is able to communicate his concept to citizens through Instagram based on a strong specialization developed with credibility, making Arief Budiman able to show his competence in various matters regarding fields related to culinary. Its credibility is presented to the audience with a friendly personal approach. Friendliness in interacting with netizens is an important key to building personal branding on social media. This model is done by building interactions with his followers on social media. This shows that personal branding on Instagram social media must be carried out with an interactive communication approach. Interactivity is developed not only on social media but also by being actively involved in offline events. This personal branding model on Instagram social media is a unity that is intertwined.
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creator: Brian Taufiqurrahman
creator: Fajar Junaedi
rights: Hak Cipta (c) 2023 Brian Taufiqurrahman, Fajar Junaedi
date: 2023-01-04
publication date: 2023-01-04
starting page: 92
ending page: 107
doi: 10.33021/exp.v5i2.3753

Representation of Health Messages in Bear Brand’s Advertisement Series Using Barthes’ Semiotics Analysis
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description: In this digital era, advertisement is a form of communication. Messages can be included in advertisements. One example is the Bear Brand advertisement, which broadcasts health messages during the COVID-19 pandemic. Bear Brand is a milk drink brand. As a brand, it has several advertisements in media. The purpose of this study is to analyze health messages in the Bear Brand New Normal series advertisements. This study uses qualitative research methods. This study analyzes advertisements in the official channel of Bear Brand on YouTube. Purposive sampling is used in this study. This study examines the channel's New Normal ad series. This study employs Roland Barthes' semiotic theory to explain the level of signification of the relationship between the signifier and the signified in the Bear Brand advertisement, as well as to describe the denotative and connotative forms and myths in the advertisement. This study also employs Stuart Hall's representation theory to examine the representation of health messages in advertisements that include both verbal and nonverbal cues. The findings of the study show how health messages are represented in advertisements related to the COVID-19 pandemic.
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creator: Winda Shabrina
creator: Alfrisa Renuat
creator: Dwi Kusuma Ningsih
creator: Yudha Wirawanda
rights: Hak Cipta (c) 2022 Winda Shabrina, Alfrisa Renuat, Dwi Kusuma Ningsih, Yudha Wirawanda
date: 2022-04-30
publication date: 2022-04-30
starting page: 81
ending page: 91
doi: 10.33021/exp.v5i1.3893

Brand Ambassadors' Influence on Brand Image and Consumer Purchasing Decisions
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description: E-commerce has recently grown in popularity, particularly in Indonesia. Indonesia is the Southeast Asian country with the highest number of e-commerce visitors. Shopee and Tokopedia are currently the two largest e-commerce platforms in Indonesia. Shopee is a Singaporean company, and Tokopedia is an Indonesian company. To expand their market, both are currently using a brand ambassador, Shopee with Didi Kempot and Tokopedia with BTS. As a result, the researchers conducted this study to determine the influence of those brand ambassadors on brand image and consumer purchasing decisions, and they compared Shopee and Tokopedia to determine which one influenced them the most. This study included 222 respondents drawn from a population of young Indonesian college students using convenience sampling. To test the hypothesis, a simple linear regression analysis was used. This study discovered that Brand Ambassador Didi Kempot had an influence on Brand Image (sig. 2-tailed = 0.000 with R2 = 0.124) and Shopee Consumer Buying Decision (sig. 2-tailed = 0.000 with R2 = 0.062) and Brand Ambassador BTS had an influence on Brand Image (sig. 2-tailed = 0.000 with R2 = 0.243) and Tokopedia Consumer Buying Decision (sig. 2-tailed = 0.000 with R2 = 0.059). Furthermore, all independent variables had a positive influence on all dependent variables. The source of R2 demonstrated that all dependent variables were positive.
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creator: Silvia Betrice Situmorang
creator: Haris Herdiansyah
rights: Hak Cipta (c) 2022 Silvia Betrice Situmorang, Haris Herdiansyah
date: 2022-04-30
publication date: 2022-04-30
starting page: 64
ending page: 80
doi: 10.33021/exp.v5i1.1589