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All Journal Jurnal Spektrum Komunikasi
Daniel Susilo
UMN
Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Daya Tarik Pesan Promosi Penjualan, Endorsement Beauty Influencer Terhadap Minat Beli Followers Instagram Rose All Day Jessica A Larasati; Daniel Susilo
Jurnal Spektrum Komunikasi Vol 10 No 2 (2022): Jurnal Spektrum Komunikasi
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v10i2.269

Abstract

The extensive use of social media by Indonesian marketers has encouraged local cosmetic company, Rose All Day Cosmetics, to use Instagram as a sales promotion and endorsement platform. Petty & Cacioppo's Elaboration Likelihood Model (ELM) theory is used in this study, such as the attractiveness theory of promotional messages, endorsement theory, and buying interest theory. These conditions underlie this research which aims to see whether the attractiveness of sales promotion messages, endorsements from beauty influencers have an impact on buying interest. This research is a quantitative explanatory study that relies on surveys as a data collection tool. Questionnaires were distributed to the study population via Instagram's direct message feature to the 102,000 followers of the account, who used the Yamane formula for Rose All Day Cosmetics. This study uses a non-probability sampling technique called purposive sampling, which involves selecting 398 people who meet predetermined criteria. Multiple linear regression is the data analysis method used in this study. The researcher found that the attractiveness of sales promotion messages on the Rose All Day Cosmetics Instagram account and endorsements by beauty influencers had a significant effect on followers' purchase intentions up to 53.2 percent, with the remaining 48.7 percent influenced by factors outside the study. However, these two variables have a significant effect on followers' purchase intentions. In conclusion, the attractiveness of sales promotion messages and endorsements has a significant effect on followers' buying interest partially or simultaneously on each of the variables studied
Framing Analysis on Covid -19 Vaccination Boycott News on suara.com and kompas.com Putri Amira; Daniel Susilo
Jurnal Spektrum Komunikasi Vol 11 No 1 (2023): Jurnal Spektrum Komunikasi : March 2023
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v11i1.419

Abstract

News about the COVID-19 vaccine has raised doubts among society, thus forming a COVID-19 vaccine rejection group. The rejection of the COVID-19 vaccine resulted in a negative portrayal of the COVID-19 vaccine refusers in mass media. This study uses the Zhongdang Pan and Gerald M. Kosicki framing analysis method which is expected to be able to describe the framing of the issue of rejection of the COVID-19 vaccine by Kompas.com and Suara.com. The results of this study indicate that the two media frame the issue of imposing fines and terminating social security for those who refuse to vaccinate against COVID-19 as imposing citizens' rights and threatening people's freedoms. The conclusion of this study is that the framing of Kompas.com and Suara.com news is influenced by several things, namely the positioning of journalists, the use of news sources, and the use of words in describing an event.
Co-Authors Jessica A Larasati Putri Amira