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Djoko Setyabudi
Program Studi S1 Ilmu Komunikasi
Library & Information Science Social Sciences

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HUBUNGAN BRAND AWARENESS DAN BRAND ASSOCIATION DENGAN MINAT BERTRANSAKSI ULANG DI TOKOPEDIA Aldedinda Auliantio; Djoko Setyabudi
Interaksi Online Vol 11, No 1: Januari 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

This study aims to determine the correlation between Brand Awareness, Brand Association, and Repurchase Intention in Tokopedia as an Online Shopping Transaction Platform. This research used Heuristic-Systematic Model and Self Congruity Theory. This study used a sample of 120 people who had been using Tokopedia atleast in the past last month. This sample data retrieval technique used nonprobability sampling with accidental techniques and Kendall's Tau B analysis. There are two Results of this research; (1) There is a very significant correlation between Brand Awareness and Repurchase Intention in Tokopedia with a significance value of 0.004. The correlation coefficient is 0.338, which means it has a moderate and positive level of correlation. (2) There is also a very significant correlation between Brand Association and Repurchase Intention in Tokopedia with a significance value of 0.006. Meanwhile, the correlation coefficient is 0.325, which means it has a moderate and positive level of correlation.
PENGARUH TERPAAN PROMOSI PENJUALAN DAN KUALITAS ULASAN ONLINE KONSUMEN DI MEDIA SOSIAL DENGAN MINAT BELI SEPEDA MOTOR YAMAHA NMAX Arma Ngabeti; Djoko Setyabudi; Joyo Nur Suryanto Gono
Interaksi Online Vol 11, No 2: April 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Nmax motorcycles as one of Yamaha's products experienced a decline in sales for three consecutive years. Ideally, by issuing sales promotions every year in the form of discounts, cashback, giving vouchers and bonuses should be able to encourage the purchase of motorcycles. On the other hand, there are also online reviews on social media from Nmax users, where Yamaha Nmax gets a high rating with a score of 4.8 out of 5. Reviews that contain positive information should be able to positively grow the buying interest of potential consumers. The study aims to determine the influence of sales promotion and the quality of consumers' online reviews on social media with interest in buying Yamaha Nmax motorcycles.Research is a type of explanatory research using non-probability sampling techniques. The number of respondents was 100 people with male and female criteria, aged 22-34 years, domiciled in Central Java and the Special Region of Yogyakarta, had seen, heard or read online reviews or Yamaha Nmax sales promotions. Testing using a simple linear regression analysis, the results showed that sales promotion affected the buying interest of Nmax motorcycles with a significance value of 0.036 (<0.05). Then, the quality of consumers' online reviews on social media is also confused with the interest in buying Nmax motorcycles with a significance value of 0.007 (<0.01).
HUBUNGAN INTENSITAS MENONTON DRAMA KOREA DAN TINGKAT KESUKAAN MUSIK POP KOREA DENGAN MINAT BELAJAR BAHASA KOREA PADA REMAJA Naomi Feby Yolanda Br Saragih; S. Rouli Manalu; Djoko Setyabudi
Interaksi Online Vol 11, No 3: Juli 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This study aims to determine the relationship between the intensity of watching Korean dramas and the level of liking Korean pop music with interest in learning Korean in adolescents. This is motivated by the fact that Indonesia is one of the countries hit by the Korean Wave phenomenon. Various products from the Land of Gingseng have successfully entered Indonesia and are favored in all circles. Korean dramas, Korean pop music and the Korean language are the Korean Wave products that attract the most attention and interest. The three phenomena occur at the same time but it is not known whether the three phenomena are interconnected. The study used Uses and Gratification theory and was conducted with purposive nonprobability sampling technique, with 100 samples aged 18-25 years in Semarang city. The results showed that there is a positive relationship between the intensity of watching Korean dramas and interest in learning Korean. This means that the higher the intensity of watching Korean dramas, the higher the interest in learning Korean. Furthermore, there is a positive relationship between the level of liking for Korean pop music and interest in learning Korean, which means that the higher the level of liking for Korean pop music, the higher the interest in learning Korean. This shows that Korean drama, Korean pop music and Korean language are interconnected phenomena and proves that the desire to learn a particular language or culture can be started by providing popular culture such as drama series and music.
HUBUNGAN TERPAAN SOCIAL MEDIA MARKETING DAN BRAND IMAGE DENGAN LOYALITAS KONSUMEN MARINA HAND AND BODY LOTION Susi Santiaji; Joyo Nur Suryanto Gono; Djoko Setyabudi
Interaksi Online Vol 11, No 3: Juli 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Nowadays people are increasingly paying attention to body care. Based on consumer needs, the development of the body care business is growing rapidly, including hand and body lotion products. Marina carried out various strategies, namely social media marketing and instilling a positive image to compete with other brands as proven by Marina always being included in the Top Brand Award since 2015. In 2021, Marina experienced a decrease in consumer loyalty for hand and body lotion, while Marina's competitors experienced an increase in loyalty. This study aims to determine the relationship between exposure to social media marketing and brand image with consumer loyalty Marina hand and body lotion. This research is quantitative research with the type of explanatory research and using a non-probability sampling technique with a total of 100 respondents. The statistical test used is Kendall's Tau B. The theory used is Social Customer Relationship Management. The results of hypothesis testing using Kendall's Tau B test analysis show that exposure to social media marketing and consumer loyalty Marina hand and body lotion has a very significant relationship with a significance value of 0.003 <0.01 and a correlation coefficient of 0.273. Brand image variable has a very significant relationship with consumer loyalty Marina hand and body lotion with a significance value of 0.000 <0.01 and a correlation coefficient of 0.473.
The Influence of The Intensity of Accessing Gaming Content on YouTube and Peer Group Communication on Impulse Buying of Online Game Virtual Items Among Elementary School Children Brigitta Dwi Liusditari; Nurist Surayya Ulfa; Djoko Setyabudi
Interaksi Online Vol 11, No 3: Juli 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The phenomenon of buying virtual products for online games is happening among elementary school children in Indonesia. This is inseparable from the influence of external push factors such as the gaming content they watch and also their peers. Virtual buying can be seen as a good aspect from a sales and marketing perspective. However, children are understood as passive consumers in the market because their understanding of consuming goods is still immature until they reach their teenage years. Elementary school children who are immature in mind and mentally should not over-purchase virtual product. Nowadays, many game companies use YouTube influencers to promote their products. In addition, with a group of peers who have the same gaming hobby, this encourages children's attitudes in developing themselves as consumers in the market. Along with the wider children's environment, there is a need for children to find a place in the age group they want to reach. This study aims to explain the effect of the intensity of accessing gaming content on YouTube and peer group communication on spontaneous purchases of virtual products for online games among elementary school children. This study uses a quantitative approach. The theory used in this study is the theory of Consumer Socialization, with a sampling technique in the form of convenient sampling. The results of hypothesis testing with multiple linear regression tests show that the intensity of accessing game content on YouTube and peer group communication has no influence on impulse buying of virtual products for online games among elementary school children
HUBUNGAN TERPAAN KAMPANYE #WEAREMORE DAN TERPAAN ONLINE CUSTOMER REVIEW PADA KOLOM KOMENTAR INSTAGRAM @Myxl TERHADAP LOYALITAS PELANGGAN XL Putri Febrianti; Yanuar Luqman; Djoko Setyabudi
Interaksi Online Vol 11, No 4: Oktober 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

XL is a company engaged in cellular telecommunication which was founded on October 6, 1989 with the initial name PT Grahametropolitan Lestari. XL has done many ways to carry out sales promotions, one of which is through the #WeAreMore campaign. On the other hand, XL also conducts sales promotions through Instagram @Myxl. Currently, Instagram @Myxl has 218k followers. On instagram @Myxl, you can often see bad or good reviews about the performance of the XL brand. Therefore, this study aims to determine the correlation between #WeAreMore campaign exposure and online customer review (0CR) exposure to XL customer loyalty. This study uses the theory of Behavioral Learning and Social Cognitive Theory, the sample is 100 respondents with age criteria 18 - 34 years who have seen the #WeAreMore campaign and follow instagram @Myxl. This research uses non-probability sampling with accidental sampling technique.  This study looks at the results of the significance value between the #WeAreMore campaign exposure to XL Customer Loyalty of 0.000. These results are said to be significant if the results obtained have a significance value of <0.05 and a pearson product moment correlation coefficient of 0.376, which means that the two variables have a weak and positive relationship. This means that if exposure to the #WeAreMore campaign increases, then XL’s customer loyalty level also increases. Then, in the second hypothesis correlation test, there is a positive relationship in the instargam @Myxl comments column and XL customer loyalty showing a significance value of 0.000. These results also show a significant and pearson product moment correlation coefficient value of 0.431, which means that the two variables have a moderate and positive relationship. This means that if the Online Customer Reviews in the @Myxl Instagram comment column have increased, then XL customer loyalty has also increased
The Influence Self-esteem and Narcissism towards Instagram Addiction Among Emerging Adults Rosanna Fadiya; Djoko Setyabudi; Nurist Surayya Ulfa
Interaksi Online Vol 11, No 4: Oktober 2023
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Instagram is one of the most popular social media platform in Indonesia. Compared to other SNSs, Instagram has the worst effects on young people's mental health. Those with poor self-esteem use Instagram as a tool for self-improvement (taking photos and videos and compare it with other users), while narcissistic people use it for satisfaction (create false image to appear more appealing). This study aims to explain the influence of self-esteem and narcissism towards Instagram addiction among emerging adults using I-PACE model, with non-probability sampling technique (snowball sampling). A total of 100 emerging adults aged 18-25 who actively use Instagram were recruited as respondents for this research. The results of the hypothesis tests using multilinear regression analysis technique shows that there is an influence of self-esteem and narcissism on Instagram addiction with a significant value of (0.000). This shows that both self-esteem and narcissism has an influence on respondents’ addiction to Instagram.
Co-Authors Abigail Betsy Eliasta Roos Abimanyu Ramadhan P Agus Naryoso S.Sos, M.Si, Agus Naryoso Ahdani Gita Sadida Aike Ingget Pratiwi Aldedinda Auliantio Anggun Puspa Regita Arfian Muhammad Hakim Arma Ngabeti Brigitta Dwi Liusditari Daffa Argy Pradiptha Gabby Aurelia Georgina Inessa Zephira Gerald Waisaka Ginubahyang S P Hedi Pudjo Santosa Inayah Setia Azzahra Joyo Nur Suryanto Gono Kanaya Az Zahrah Mahardika Indra Pratama Muchamad Yuliyanto Nabilah Amarilys Nadin Khairun Nisa Naomi Feby Yolanda Br Saragih Neysa Harwina Putri Nurist Surayya Ulfa Petrus Orseola Rosarianto Primada Qurrota Ayun Putri Febrianti Rosanna Fadiya S. Rouli Manalu Sofianisa Rahmawati Sunarto Sunarto Susi Santiaji Tandiyo Pradekso Vidiana Girinda Wardani Yanuar Luqman Yuan Stephanie