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Expose: Jurnal Ilmu Komunikasi
Published by President University
ISSN : 26210304     EISSN : 26208105     DOI : -
Core Subject : Humanities, Education, Art, Social,
Arts Humanities Languange, Linguistic, Communication & Media Social Sciences
Expose: Jurnal Ilmu Komunikasi is a biannual peer-reviewed journal published by Communication Studies, School of Humanities, President University; that has a broad scope related (but not limited) to interpersonal to mass communication issues, public relations, social media and cultural studies.
Arjuna Subject : -
Articles 6 Documents
 1 
Search results for , issue "Vol 6, No 1 (2023): In-press" : 6 Documents clear
Pengaruh Social Media Marketing Melalui Instagram dan Kualitas Produk terhadap Minat Beli Ulang Pelanggan Guèle Cosmetics Friscilla Nikonov; Yuliana Riana Prasetyawati
Expose: Jurnal Ilmu Komunikasi Vol 6, No 1 (2023): In-press
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/exp.v6i1.3985

Abstract

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 collaboration.
Representasi Gaya Hidup Halal dalam Iklan Wardah “Perfect Bright Moisturizer” 2018 Nurul Fadhillah S
Expose: Jurnal Ilmu Komunikasi Vol 6, No 1 (2023): In-press
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/exp.v6i1.4470

Abstract

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.  
Kebermanfaatan Media Sosial Bagi Generasi Internet : Studi Fenomenologi Bambang Arianto
Expose: Jurnal Ilmu Komunikasi Vol 6, No 1 (2023): In-press
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/exp.v6i1.4185

Abstract

 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.  
‘Clickbait’ sebagai ‘Darwinisme Informasi’: Sebuah Uraian Konseptual Nanang Krisdinanto
Expose: Jurnal Ilmu Komunikasi Vol 6, No 1 (2023): In-press
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/exp.v6i1.4134

Abstract

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.
Commodifying Women in the Digital Creativity Sphere of Political Marketing Communication Tuti Widiastuti; Edy Prihantoro; Herna Herna
Expose: Jurnal Ilmu Komunikasi Vol 6, No 1 (2023): In-press
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/exp.v6i1.4469

Abstract

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. 
Oppositional Decoding Influences under Stuart Hall: A Case Study of the Advertisement “The NFL is for everyone” Daniel Blanchett; Jony Oktavian Haryanto; Jhanghiz Syahrivar
Expose: Jurnal Ilmu Komunikasi Vol 6, No 1 (2023): In-press
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/exp.v6i1.3945

Abstract

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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