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All Journal Jurnal Ilmiah Dinamika Sosial Journal of Communication Studies and Society Jurnal Indonesia : Manajemen Informatika dan Komunikasi
Jasmine Alya Pramesthi
Universitas Telkom
Computer Science & IT Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Pemanfaatan Media Sosial Instagram @Sahabat_umkm: Studi Uses and Gratification Sebagai Upaya Edukasi Pelaku Usaha Mikro Muhammad Tarel Rizky Pratama; Indra Novianto Adibayu Pamungkas; Jasmine Alya Pramesthi
Jurnal Indonesia : Manajemen Informatika dan Komunikasi Vol. 5 No. 2 (2024): Jurnal Indonesia : Manajemen Informatika dan Komunikasi (JIMIK)
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM) STMIK Indonesia Banda Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jimik.v5i2.652

Abstract

Digitalization is increasingly advancing, and one manifestation of this progress is the emergence of the social media platform Instagram. Micro-business owners utilize Instagram to meet their needs (uses and gratification), particularly in seeking education for micro-business ventures. One of the accounts disseminating education for micro-businesses is @sahabat_umkm. The objective of this research is to measure the extent of the influence of utilizing Instagram @sahabat_umkm: a study on uses and gratification as an effort in educating micro-business owners. The research method employed is causal quantitative. Data analysis techniques include Pearson product-moment correlation analysis, t-test, simple linear regression analysis, and coefficient of determination test. The data was collected by the researcher online using a questionnaire and distributed to 399 respondents who are followers of Instagram @sahabat_umkm. The sampling technique used by the researcher is Nonprobability Sampling, specifically Purposive Sampling. The result of the Pearson product-moment correlation analysis is 0.472, indicating a moderate to strong relationship between the variables of Instagram utilization and the effort in educating micro-business owners. Additionally, the magnitude of the influence on the variable of Instagram @sahabat_umkm utilization on the variable of effort to educate micro-business owners is 22.2%, while 72.8% is influenced by other factors beyond this study. The results of the simple linear regression analysis indicate that every one-unit increase in the Instagram @sahabat_umkm utilization variable corresponds to an increase of 0.231 in the variable of effort to educate micro-business owners. Through this research, it is proven that the utilization of Instagram @sahabat_umkm (variable X) significantly and positively impacts the effort to educate micro-business owners (variable Y).
HOW BRAND EMPATHY CREATED: STUDY ON ORGANIC VIRAL CONTENT Jasmine Alya Pramesthi; Chairunnisa Widya Priastuty
Jurnal Ilmiah Dinamika Sosial Vol 8 No 1 (2024)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/jids.v8i1.5039

Abstract

This research explores and develops the concept of Brand Empathy which includes cognitive empathy, emotive empathy, and empathic action, in the context of viral content between Indomie and Mie Gaga on the TikTok platform, generated through AI storytelling. This research describes the empathy formed by significant discussions on social media, especially TikTok, regarding the story of Djajadi Djaja, the founder of Mie Gaga, and the journey of establishing the instant noodle brand. The research method uses qualitative content analysis with snowball sampling through social media content and comments on TikTok, Instagram, and Twitter. Positive and negative opinions play an important role in shaping Brand Empathy. With AI storytelling technology, viral content triggers intense reactions and leads consumers to Brand Empathy. The development of Brand Empathy involves cognitive empathy in understanding and identifying controversies, emotive empathy in emotional responses, and empathic action in tangible actions. The emotional attachment between the audience and the brand creates a parasocial relationship, which demonstrates consumer loyalty and brand reputation. This research provides deep insight into the complexity of e-WOM and introduces a new approach to understanding audience-brand interactions in the digital age through Brand Empathy. This research also highlights the role of cognitive empathy in Brand Empathy related to information dissemination, especially in the context of viral content about Mie Gaga and Indomie. Audiences actively understood and identified feelings, thoughts and perspectives related to the controversy. 
Conceptual Study of The Phenomenon of Celebrity Private Life in The Perspective of Media Audiences Jasmine Alya Pramesthi; Inke Nur Dewanti; Haris Muhammad; Adrian Pratama Afrianto
COMMUSTY Journal of Communication Studies and Society Vol. 3 No. 1 (2024)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/commusty.v3i1.5040

Abstract

Audiences in the media are viewed through two perspectives, namely passive audiences, and active audiences. Through the following conceptual paper, the author reviews the two perspectives of the media audience with the personal life cases of celebrity couples who are consumed by the media and the activeness of the audience in responding to the formation of fandom of the couple. the active one. The media audience is considered a commodity that is carried out by the media for news or TV programs regarding the pair Lesti Kejora and Rizky Billar. The audience in this phenomenon also contributes to the formation of the personal image of celebrities Lesti Kejora and Rizky Billar as audience objects in the mass media, the phenomenon that occurs is a communication strategy that appears to build public opinion. In contrast to these assumptions, there is an idea that the audience has the authority to choose the media regarding the couple and the authority to join a virtual community of Leslar fandom. Active audiences can provide interpretive and respond to the media content they choose. If it is examined more deeply, this can also be a criticism of the media because it raises anti-mainstream phenomena for public consumption, especially when viewed from the perspective of uses and gratification. This study is expected to be able to contribute knowledge about the perspective of media audiences in more depth, especially how the audience's perspective on the phenomenon of celebrity personal life. Further research on the two perspectives of the media audience in other research methodologies using interpretive or scientific can also enrich the study of media audiences.
Co-Authors Adrian Pratama Afrianto Chairunnisa Widya Priastuty Haris Muhammad Indra Novianto Adibayu Pamungkas Inke Nur Dewanti Muhammad Tarel Rizky Pratama