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<![CDATA[Youth Response to Tasya Farasya as Wardah Cosmetic Promotion Media ]]>
<![CDATA[Devi Selvia Ramadhanni]]>;
<![CDATA[Ainur Rochmaniah]]>
<![CDATA[ Academia Open Vol 9 No 1 (2024): June ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sidoarjo ]]>
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DOI: 10.21070/acopen.9.2024.4816
<![CDATA[This study aims to investigate the adolescent reception of beauty vlogger Tasya Farasya as a promotional medium for Wardah cosmetic brand through her YouTube video titled "Simple Makeup Tutorial for Beginners! Also, Wardah Colorfit Series Review." Employing a qualitative approach with Stuart Hall's decoding-encoding model, data collection involved in-depth interviews and observation using purposive sampling. The analysis revealed that 8 informants positioned themselves in a dominant hegemonic stance, while 2 informants engaged in negotiation. All informants acknowledged Tasya Farasya's provision of clear and educational information about Wardah products, capturing the attention of a substantial audience. This study contributes valuable insights into the dynamics of beauty vlogger influence on youth, emphasizing the informative and engaging aspects of Tasya Farasya's content. Highlights : Influential Content Creator: Tasya Farasya emerges as a significant influencer, impacting the perceptions of youth towards beauty products and brands. Educational and Engaging: The study underscores Tasya Farasya's role in providing clear and educational information about Wardah cosmetics, contributing to an engaging viewer experience. Hegemonic Dominance and Negotiation: Eight informants align with a hegemonic dominant stance, while two engage in negotiation, revealing the varied and complex reception dynamics among the audience. Keywords: Beauty vlogger, Tasya Farasya, Wardah cosmetics, Youth reception, YouTube.]]>
<![CDATA[Motivation to Purchase Decisions Through TikTok Shop ]]>
<![CDATA[Ari Fradita Dewi Susanti]]>;
<![CDATA[Ainur Rochmaniah]]>
<![CDATA[ Academia Open Vol 9 No 1 (2024): June ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sidoarjo ]]>
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DOI: 10.21070/acopen.9.2024.4817
<![CDATA[This research aims to describe and elucidate the influence of motivation and lifestyle on purchasing decisions through TikTok Shop. Employing a quantitative approach, the study utilized statistical techniques to examine the relationship between two independent variables (X) and the dependent variable (Y). The research focused on production employees in a selected area, with 90 respondents sampled through purposive sampling. Data collection involved the distribution of questionnaires through Google Forms, and the analysis was conducted using multiple linear regression in SPSS 18.0. The results reveal a significant simultaneous influence of motivation and lifestyle on purchasing decisions through TikTok Shop, supported by a partial impact indicated by the t-test. The correlation coefficient of 0.844 signifies a strong positive relationship between the independent and dependent variables. This study contributes to the understanding of consumer behavior in the context of social commerce platforms like TikTok Shop, offering valuable insights for marketers and researchers alike. Highlights : Quantitative Analysis: Utilizing statistical methods to examine the impact of motivation and lifestyle on purchasing decisions through TikTok Shop. Employee Focus: Targeting production employees as the study participants, providing insights into the consumer behavior of this specific demographic. Strong Positive Relationship: Revealing a robust correlation coefficient of 0.844, emphasizing a significant and positive association between motivation, lifestyle, and purchasing decisions on TikTok Shop. Keywords: TikTok Shop, Motivation, Lifestyle, Purchasing Decisions, Social Commerce]]>
<![CDATA[Analysis of School Student Reception on the Application Room as Students' Online Learning Media ]]>
<![CDATA[Eka Pratiwi]]>;
<![CDATA[Ainur Rochmaniah]]>
<![CDATA[ Academia Open Vol 9 No 1 (2024): June ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sidoarjo ]]>
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DOI: 10.21070/acopen.9.2024.4831
<![CDATA[This study aims to investigate the reception of high school students towards the Ruangguru application as an online learning medium. Utilizing a qualitative approach, data collection involved in-depth interviews, observations, and a review of relevant literature, engaging students as participants. The purposive sampling technique determined informants. The findings reveal a hegemonic-dominant position held by 2 informants, indicating their satisfaction with the application, while 8 informants negotiate their position, recognizing the innovative nature of animated content delivery as a solution to monotony. This study sheds light on the diverse perceptions among students, emphasizing the need for adaptive features in online learning platforms. Highlights : The study investigates high school students' perceptions of the Ruangguru application as an online learning medium. Qualitative methods, including in-depth interviews and observations, provide insights into students' experiences with the application. Findings highlight a diversity of responses, with some students endorsing the application's suitability while others negotiate its innovative features as a remedy for boredom. Keywords: reception, Ruangguru application, online learning, high school students, qualitative research]]>
<![CDATA[Exploring Generation Z's Perspective on Twitter as a News Discovery Platform: Insights from @CNNIndonesia Followers ]]>
<![CDATA[Syafrilla Ainayatul Rifhan]]>;
<![CDATA[Poppy Febriana]]>
<![CDATA[ Academia Open Vol 9 No 1 (2024): June ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sidoarjo ]]>
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DOI: 10.21070/acopen.9.2024.4845
<![CDATA[This qualitative descriptive research aims to explore how Generation Z perceives the use of Twitter, particularly the @CNNIndonesia news account, as a platform for news discovery. Employing purposive sampling, in-depth interviews, and observations, the study reveals that followers retain knowledge obtained from @CNNIndonesia, emphasizing the critical role of perception indicators in influencing their attitudes. The informants express a preference for @CNNIndonesia, citing its reliability and alignment with their information needs. The results underscore the significance of perception in shaping user behavior on Twitter as a news source. Highlights : Digital Information Consumption: Explore how Generation Z consumes and retains news information through the Twitter platform, specifically focusing on the @CNNIndonesia account. Perception Indicators: Investigate the key indicators shaping the perceptions of Generation Z followers towards @CNNIndonesia as a reliable and preferred news source. User Behavior Influence: Highlight the significance of perception in influencing the behavior of Generation Z users on Twitter as they seek and engage with news content. Keywords: Generation Z, Twitter, News Discovery, @CNNIndonesia, Perceptions]]>
<![CDATA[Semiologi MS Glow for Men: Analisis Iklan Marshel Widianto dan Babe Cabita di Instagram ]]>
<![CDATA[Adella Eka Ridwanti]]>;
<![CDATA[Poppy Febriana]]>
<![CDATA[ Academia Open Vol 9 No 1 (2024): June ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sidoarjo ]]>
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DOI: 10.21070/acopen.9.2024.4858
<![CDATA[This qualitative descriptive study employs Roland Barthes' semiotic analysis to explore and elucidate the representation of glowing skin in the MS Glow For Men advertisement featuring Marshel Widianto and Babe Cabita. The research aims to depict how the portrayal of glowing skin is constructed in the advertisement and its impact. The findings reveal a depiction of a man with radiant, fresh, and brighter skin without altering its natural color. The scenes suggest that using MS Glow For Men enhances confidence and happiness, enabling men to appear more handsome irrespective of body type or skin tone. This advertisement challenges prevailing societal myths by featuring men with diverse characteristics, debunking the notion that skincare ads exclusively showcase individuals with fair skin, ideal body types, and conventional hairstyles. The implications of this study underscore the transformative potential of inclusive representations in beauty advertisements. Highlights : Semiotic Exploration: Unraveling the layers of meaning in the MS Glow For Men advertisement through Roland Barthes' semiotic analysis. Inclusive Representation: Breaking stereotypes by featuring Marshel Widianto and Babe Cabita, showcasing diversity in skin tones, body types, and hairstyles. Transformative Impact: Revealing the advertisement's potential to enhance confidence and challenge societal norms, emphasizing the power of inclusive beauty representations. Keywords: Glowing skin, Semiotic analysis, Beauty advertisements, Inclusivity, Marshel Widianto]]>
<![CDATA[Promotion Analysis of Mooika Beauty Body Scrub Products Through Tiktokshop ]]>
<![CDATA[Imro'atuz Sholichah]]>;
<![CDATA[Nur Maghfirah Aesthetika]]>
<![CDATA[ Academia Open Vol 9 No 1 (2024): June ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sidoarjo ]]>
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DOI: 10.21070/acopen.9.2024.4864
<![CDATA[This study aims to analyze the promotion of Mooika Beauty's Body Scrub through TikTokshop, employing a qualitative research method. Data collection involved observation and documentation focused on the @moikabeautyofficial TikTokshop account. Utilizing 17 TikTokshop features, the study found optimal utilization in 15 features, with story and highlight features being underutilized. The application of the 7Ps marketing mix revealed comprehensive communication strategies. This research contributes to a deeper understanding of effective promotional practices on TikTokshop and provides insights for marketers seeking to enhance their product promotion strategies in the digital era. Highlights : TikTokshop Utilization: Examines the optimal use of TikTokshop features for promoting Mooika Beauty's Body Scrub, shedding light on effective digital marketing strategies. Qualitative Analysis: Utilizes a qualitative research method to analyze the promotional tactics employed on TikTokshop, providing in-depth insights into the dynamics of online product promotion. 7Ps Marketing Mix: Investigates the application of the 7Ps marketing mix, emphasizing the importance of a comprehensive approach in communication strategies for successful product promotion. Keywords: TikTokshop, Mooika Beauty, Body Scrub, Digital Marketing, Promotional Strategies]]>
<![CDATA[Quality of Instagram Vlapictura as Information Media ]]>
<![CDATA[Risna Hapsari Putriani]]>;
<![CDATA[Ainur Rocmaniah]]>
<![CDATA[ Academia Open Vol 9 No 1 (2024): June ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sidoarjo ]]>
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DOI: 10.21070/acopen.9.2024.4984
<![CDATA[This study employs a quantitative descriptive method to assess the effectiveness of Instagram as a communication medium for Vlapictura, a service-oriented business. With a population of 3018 Instagram followers, 96 respondents were sampled using a questionnaire-based data collection technique. The research focuses on evaluating the quality of use, information, interaction, and overall impression of Vlapictura's Instagram presence. The findings reveal that Vlapictura excels in the quality of use and performs exceptionally well in terms of information, interaction, and overall impression. This study contributes valuable insights into the efficacy of Instagram for service businesses, emphasizing its role in enhancing communication and engagement. Highlights : Strategic Use of Instagram: The study emphasizes the strategic utilization of Instagram as a powerful communication medium for businesses in the service sector. Quality of Interaction: Findings underscore the importance of maintaining high-quality interaction on Instagram to enhance overall impressions and engage effectively with the audience. Efficacy of Social Media Marketing: The research provides valuable insights into the effectiveness of Instagram as a marketing tool, particularly for service-oriented businesses, shedding light on its impact on communication and customer engagement. Keywords: Instagram, Service Sector, Business Communication, Social Media Marketing, Quantitative Analysis]]>
<![CDATA[The Phenomenon of Jilboobs Clothing on Social Media TikTok in PTR Account @OKLINFIA ]]>
<![CDATA[Farah Hafhida]]>;
<![CDATA[Nur Maghfirah Aesthetika]]>
<![CDATA[ Academia Open Vol 9 No 1 (2024): June ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sidoarjo ]]>
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DOI: 10.21070/acopen.9.2024.4985
<![CDATA[This study investigates the persisting Jilboobs phenomenon within social and cyberspace, specifically focusing on its manifestation through the TikTok account @Oklinfia. Grounded in qualitative research, data was collected through netnography, utilizing Culture, Online/Digital Traces, Participants/Interactions, and Immersive Engagement as analytical dimensions. The findings reveal that while Jilboobs has become an annual cultural occurrence, @Oklinfia's PTR content imbues this phenomenon with a visual significance leaning towards a sexualized narrative. This intentional direction aims to capture male attention, resulting in increased views and virality on the TikTok platform. The implications of these findings shed light on the evolving nature of cultural trends within digital spaces and the potential impact on societal perceptions of modesty and religious adherence. Highlights : Cultural Evolution: Examining the annual recurrence of the Jilboobs phenomenon highlights its cultural persistence in social and digital spheres. Visual Significance: @Oklinfia's PTR content demonstrates a deliberate visual orientation, incorporating sexualized elements to capture and sustain male attention on TikTok. Netnographic Insight: Utilizing netnography with a focus on Culture, Online/Digital Traces, Participants/Interactions, and Immersive Engagement provides valuable insights into the evolving landscape of digital cultural trends. Keywords: Jilboobs Phenomenon, TikTok, Netnography, Visual Culture, Social Media Trends]]>
<![CDATA[Crackingchambers Coffee Shop Marketing Communication Strategy Analysis ]]>
<![CDATA[Miftachul Jannah]]>;
<![CDATA[Poppy Febriana]]>
<![CDATA[ Academia Open Vol 9 No 1 (2024): June ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sidoarjo ]]>
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DOI: 10.21070/acopen.9.2024.5031
<![CDATA[This study investigates the marketing communication strategy employed by a coffee shop in a competitive culinary landscape, focusing on attracting consumer interest in Sidoarjo. Utilizing descriptive qualitative research, the study employs interviews and observations to analyze data, employing techniques such as personal selling, sales promotions, and digital platforms for publicity. Results reveal that the coffee shop successfully engages in events, utilizes social media platforms, and leverages delivery services to maintain a competitive edge. The findings shed light on effective strategies for businesses navigating the intense competition within the coffee industry, providing valuable insights for practitioners and researchers alike. Highlights : Strategic Differentiation: Examining how coffee shops employ marketing communication strategies to stand out in a saturated culinary market. Digital Engagement: Investigating the role of social media platforms and delivery services in enhancing visibility and consumer interest. Competitive Survival: Highlighting effective tactics, such as personal selling and sales promotions, to thrive in the fierce competition within the coffee industry. Keywords: Coffee industry, Marketing communication, Consumer attraction, Culinary competition, Digital platforms]]>
<![CDATA[Backpackers' Perception on Instagram Explore Indonesia Account ]]>
<![CDATA[Krisna Yudha Pratama]]>;
<![CDATA[Nur Maghfirah Aesthetika]]>
<![CDATA[ Academia Open Vol 9 No 1 (2024): June ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sidoarjo ]]>
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DOI: 10.21070/acopen.9.2024.5034
<![CDATA[The rapid development of Instagram in Indonesia has catalyzed the swift emergence of creative industries, with consumers increasingly leveraging the platform for innovative purposes. This study employs the uses and gratification analysis method to dissect backpackers' perceptions of the Explore Indonesia Instagram account, focusing on its role as a reference for tourist destinations. Numerous travel accounts, including @exploreindonesia, @exploresidoarjo, @explorejogja, @yoikimalang, and @indoBackpackers, have flourished on the platform. The research reveals that @exploreindonesia has become a primary source of information and reference for backpackers, influencing their travel choices. This study aims to contribute valuable insights into the evolving dynamics of social media's impact on travel behavior, with implications for both researchers and industry professionals. Highlights : Instagram's Role: Examining the influential role of Instagram in shaping backpackers' perceptions and choices in the context of Indonesian tourism. Explore Indonesia Account: Investigating the @exploreindonesia Instagram account as a prominent reference and information source for backpackers seeking travel destinations. Uses and Gratification Analysis: Applying a methodological approach to understand how followers utilize Instagram as a reference for tourist destinations, emphasizing user autonomy and influence in the process. Keywords: Instagram, Backpackers, Explore Indonesia, Tourism, Uses and Gratification Analysis]]>
