The political economy approach that focuses primarily on ownership issues has reached a saturation point and, at the same time, has some limitations. It could not explain the shift that occurred in the democratization process in Indonesia regarding the use of social media in Indonesia. Therefore, this paper offers a political mediatization paradigm in the relationship between media and democracy in the 2019 Presidential Election and the democratic trend in the 1955–2019 elections. This research suggests a map of media usage and the tendency of democracy in Indonesia’s 1955 - 2019 General Election and four quadrants of media and political mediatization with two main axes. The first axis has two poles: the media that promote democracy and the media that undermine democracy, and the second axis with the poles of politicizing media and political mediatization. The first quadrant is media that promotes democracy, and there is the mediatization of politics. The second quadrant is media that promotes democracy, and political media is politicized. The third quadrant is the mediatization of politics and media that undermines democracy. The last quadrant shows the politicization of media and media that undermine democracy.
{"title":"Paradigm Shift: From Ownership Issues to Political Mediatization","authors":"F. Purnama","doi":"10.18196/jkm.16126","DOIUrl":"https://doi.org/10.18196/jkm.16126","url":null,"abstract":"The political economy approach that focuses primarily on ownership issues has reached a saturation point and, at the same time, has some limitations. It could not explain the shift that occurred in the democratization process in Indonesia regarding the use of social media in Indonesia. Therefore, this paper offers a political mediatization paradigm in the relationship between media and democracy in the 2019 Presidential Election and the democratic trend in the 1955–2019 elections. This research suggests a map of media usage and the tendency of democracy in Indonesia’s 1955 - 2019 General Election and four quadrants of media and political mediatization with two main axes. The first axis has two poles: the media that promote democracy and the media that undermine democracy, and the second axis with the poles of politicizing media and political mediatization. The first quadrant is media that promotes democracy, and there is the mediatization of politics. The second quadrant is media that promotes democracy, and political media is politicized. The third quadrant is the mediatization of politics and media that undermines democracy. The last quadrant shows the politicization of media and media that undermine democracy.","PeriodicalId":33673,"journal":{"name":"Komunikator","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43819667","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This article is motivated by the phenomenon of the ownership of multiple accounts on Instagram among teenagers. Previous research mentioned that a second Instagram account is used to express oneself without worrying that the identity of the users will be recognized by the public. Users feel they can upload anything on Instagram’s second accounts without following Instagram rules’ pressure of perfection. The second accounts become a sphere for users to perform their self-authenticity. The researchers inquire how teenagers use and manage their multiple Instagram accounts as a sphere for exploring themselves. Reflecting on the practice of surveillance between users through social media, including Instagram, the researchers argue that second Instagram accounts function as the sphere for pseudo-liberations for its users. Hence, the researchers also question how freedom is experienced in that sphere. The researchers use digital ethnography to get the answers to the questions. As a result, since the self is socially constructed and self-authentic, the researchers found that second accounts are not liberating their users. The constructed self-authenticity has shifted from the control of their parents and other adults; to their peers’ surveillance.
{"title":"Multiple Instagram Accounts and the Illusion of Freedom","authors":"Muria Endah Sokowati, Sefia Manda","doi":"10.18196/jkm.15914","DOIUrl":"https://doi.org/10.18196/jkm.15914","url":null,"abstract":"This article is motivated by the phenomenon of the ownership of multiple accounts on Instagram among teenagers. Previous research mentioned that a second Instagram account is used to express oneself without worrying that the identity of the users will be recognized by the public. Users feel they can upload anything on Instagram’s second accounts without following Instagram rules’ pressure of perfection. The second accounts become a sphere for users to perform their self-authenticity. The researchers inquire how teenagers use and manage their multiple Instagram accounts as a sphere for exploring themselves. Reflecting on the practice of surveillance between users through social media, including Instagram, the researchers argue that second Instagram accounts function as the sphere for pseudo-liberations for its users. Hence, the researchers also question how freedom is experienced in that sphere. The researchers use digital ethnography to get the answers to the questions. As a result, since the self is socially constructed and self-authentic, the researchers found that second accounts are not liberating their users. The constructed self-authenticity has shifted from the control of their parents and other adults; to their peers’ surveillance.","PeriodicalId":33673,"journal":{"name":"Komunikator","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48185849","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Smartphones and social media have changed how the media gather, produce, edit, and disseminate news. By employing the journalistic capital concept, this paper examines how journalists in Kompas.com, one of the pioneers of online media in Indonesia, incorporate mobile journalism practice into their work. This article explores how journalists and newsrooms respond to change that coincides with mobile devices and social media in the newsroom. The qualitative data analysis obtained from in-depth interviews with Kompas.com journalists and document analysis revealed that the application of mojo in Kompas.com is relatively new and is still looking for a form. Kompas.com integrate mobile smartphones into journalistic work to produce stories with a multimedia approach to meet changing journalistic and business needs. Journalists are expected to produce journalistic content in short videos using mobile devices related to daily events around them. Thus, the practice of mojo emerged as a new order in journalism. Kompas.com develops a multimedia division and improves journalists’ skills through training on all desks in the newsroom. Journalists learn new applications and tools and produce short videos for social media.
{"title":"Mobile Journalism Practice in the Kompas.com Newsroom","authors":"A. M. Prestianta","doi":"10.18196/jkm.15883","DOIUrl":"https://doi.org/10.18196/jkm.15883","url":null,"abstract":"Smartphones and social media have changed how the media gather, produce, edit, and disseminate news. By employing the journalistic capital concept, this paper examines how journalists in Kompas.com, one of the pioneers of online media in Indonesia, incorporate mobile journalism practice into their work. This article explores how journalists and newsrooms respond to change that coincides with mobile devices and social media in the newsroom. The qualitative data analysis obtained from in-depth interviews with Kompas.com journalists and document analysis revealed that the application of mojo in Kompas.com is relatively new and is still looking for a form. Kompas.com integrate mobile smartphones into journalistic work to produce stories with a multimedia approach to meet changing journalistic and business needs. Journalists are expected to produce journalistic content in short videos using mobile devices related to daily events around them. Thus, the practice of mojo emerged as a new order in journalism. Kompas.com develops a multimedia division and improves journalists’ skills through training on all desks in the newsroom. Journalists learn new applications and tools and produce short videos for social media.","PeriodicalId":33673,"journal":{"name":"Komunikator","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41968864","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Dani Fadillah, M. N. Farihanto, Resdika Anggesa Dwi Setiawan
This paper aims to discuss the emergence of the phenomenon of mutual flexing carried out by Muhammadiyah universities on TikTok social media. So far, every business entity that carries out promotions for its agency tends to avoid offending other agencies and only focuses on discussing the advantages of its products, even if it has to touch other institutions. This has never been done openly. This research was conducted using a qualitative approach with phenomenological analysis. The author collected data with participant observation to find out the participants’ essential phenomena in their life experiences. In this case, the author managed the content of official social media creators of Muhammadiyah Universities who created TikTok publication content. Then based on the data obtained from the resource persons, the author draws a research conclusion. The conclusion of this study shows that flexing activities carried out by content creators of Muhammadiyah Universities have the potential to become a new form of publication style that has never existed before among universities.
{"title":"“Senggol Bestie” as Media Promotion Among Muhammadiyah Universities","authors":"Dani Fadillah, M. N. Farihanto, Resdika Anggesa Dwi Setiawan","doi":"10.18196/jkm.15845","DOIUrl":"https://doi.org/10.18196/jkm.15845","url":null,"abstract":"This paper aims to discuss the emergence of the phenomenon of mutual flexing carried out by Muhammadiyah universities on TikTok social media. So far, every business entity that carries out promotions for its agency tends to avoid offending other agencies and only focuses on discussing the advantages of its products, even if it has to touch other institutions. This has never been done openly. This research was conducted using a qualitative approach with phenomenological analysis. The author collected data with participant observation to find out the participants’ essential phenomena in their life experiences. In this case, the author managed the content of official social media creators of Muhammadiyah Universities who created TikTok publication content. Then based on the data obtained from the resource persons, the author draws a research conclusion. The conclusion of this study shows that flexing activities carried out by content creators of Muhammadiyah Universities have the potential to become a new form of publication style that has never existed before among universities.","PeriodicalId":33673,"journal":{"name":"Komunikator","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41688965","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper aims to reveal how the political background colors the political communication process in winning Abu (Muhammadiyah) and Lilik (Muslimat Nahdatul Ulama) in the 2018 regional election in Kediri City. This research uses qualitative research methods with instrumental case study approach, and we use data collection techniques in the form of in-depth interviews and documentation. The results show that the different political backgrounds of the candidates actually create cross-cutting affiliations between Muhammadiyah and NU Muslim society in Kediri City to provide support for Abu and Lilik in the Kediri City regional election. This cross-cutting affiliation is not created naturally, but is determined by ‘Wong Tebangan’ as King Maker. Political lobbying by a ‘Gus’ attracted support from several NU kyai in Kediri City. Then, holding regular NU Muslimat recitations and stall forums became a means of maintaining the integrity of support for attacks from other candidates. Finally, the research also revealed how Javanese beliefs, modern political instruments, and religion are used in winning elections.
{"title":"Cross-Cutting Affiliation in Regional Election in Indonesia","authors":"A. Sujoko, Zidna Al Izzah, Dicky Wahyudi","doi":"10.18196/jkm.15169","DOIUrl":"https://doi.org/10.18196/jkm.15169","url":null,"abstract":"This paper aims to reveal how the political background colors the political communication process in winning Abu (Muhammadiyah) and Lilik (Muslimat Nahdatul Ulama) in the 2018 regional election in Kediri City. This research uses qualitative research methods with instrumental case study approach, and we use data collection techniques in the form of in-depth interviews and documentation. The results show that the different political backgrounds of the candidates actually create cross-cutting affiliations between Muhammadiyah and NU Muslim society in Kediri City to provide support for Abu and Lilik in the Kediri City regional election. This cross-cutting affiliation is not created naturally, but is determined by ‘Wong Tebangan’ as King Maker. Political lobbying by a ‘Gus’ attracted support from several NU kyai in Kediri City. Then, holding regular NU Muslimat recitations and stall forums became a means of maintaining the integrity of support for attacks from other candidates. Finally, the research also revealed how Javanese beliefs, modern political instruments, and religion are used in winning elections.","PeriodicalId":33673,"journal":{"name":"Komunikator","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41318846","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Users’ identity is important in accessing social media and digital platforms. This identity is formed and accessed digitally and can serve to identify fellow users of the platform. Digital identity can be in two forms: partial and social. Identity in social media is important because this is the main thing that needs to be done before users can carry out activities such as uploading and commenting on their own accounts. This study aims to identify how users respond to the creation of a user's digital identity on social media. This study uses a descriptive quantitative method with a survey method involving 218 respondents of various ages, occupations, and forms of access to social media. The data collection process was carried out in August-September 2022. The results of this study indicate that in creating a partial digital identity, most users display personal data that is the same as their identity in the real world. Then on account ownership, most users gave an approval response to the ownership of more than one account on their social media. Finally, users' self-disclosure on social media is carried out through a selection process on activities that are shared publicly and privately through their social media accounts.
{"title":"Indonesian Netizens’ Digital Self and Identity Creation on Social Media","authors":"Dwi Susanti, Prihatin Dwi Hantoro","doi":"10.18196/jkm.16541","DOIUrl":"https://doi.org/10.18196/jkm.16541","url":null,"abstract":"Users’ identity is important in accessing social media and digital platforms. This identity is formed and accessed digitally and can serve to identify fellow users of the platform. Digital identity can be in two forms: partial and social. Identity in social media is important because this is the main thing that needs to be done before users can carry out activities such as uploading and commenting on their own accounts. This study aims to identify how users respond to the creation of a user's digital identity on social media. This study uses a descriptive quantitative method with a survey method involving 218 respondents of various ages, occupations, and forms of access to social media. The data collection process was carried out in August-September 2022. The results of this study indicate that in creating a partial digital identity, most users display personal data that is the same as their identity in the real world. Then on account ownership, most users gave an approval response to the ownership of more than one account on their social media. Finally, users' self-disclosure on social media is carried out through a selection process on activities that are shared publicly and privately through their social media accounts.","PeriodicalId":33673,"journal":{"name":"Komunikator","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49500717","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Several parties continue to criticize the empowerment of remote tribal or indigenous communities. The empowerment program for remote indigenous communities has not yet been deemed effective for empowering indigenous communities. Using Anthony Giddens’ structuration theory, this study aims to examine how communication is structured in community empowerment activities for isolated tribes. Using a case study methodology, this study uses qualitative descriptive approach. Interviews were conducted with the Regional Leader of ‘Aisyiyah (PDA) Banggai, who empowered an isolated tribe in the interior of Tombiobong, Maleo Jaya village, South Batui sub-district, Banggai district, Central Sulawesi (Sulteng). The study indicates that social reproduction occurs through the duality of structures in Aisyiyah empowerment activities among the indigenous Loinang people. This fits with Giddens’s idea of duality, which says that structure and agent work together and affect each other.
{"title":"Communication Structuring in Aisyiyah’s Empowerment Activities in Isolated Tribal Communities","authors":"Erwin Rasyid, F. Rahmawati, Hari Akbar Sugiantoro","doi":"10.18196/jkm.16059","DOIUrl":"https://doi.org/10.18196/jkm.16059","url":null,"abstract":"Several parties continue to criticize the empowerment of remote tribal or indigenous communities. The empowerment program for remote indigenous communities has not yet been deemed effective for empowering indigenous communities. Using Anthony Giddens’ structuration theory, this study aims to examine how communication is structured in community empowerment activities for isolated tribes. Using a case study methodology, this study uses qualitative descriptive approach. Interviews were conducted with the Regional Leader of ‘Aisyiyah (PDA) Banggai, who empowered an isolated tribe in the interior of Tombiobong, Maleo Jaya village, South Batui sub-district, Banggai district, Central Sulawesi (Sulteng). The study indicates that social reproduction occurs through the duality of structures in Aisyiyah empowerment activities among the indigenous Loinang people. This fits with Giddens’s idea of duality, which says that structure and agent work together and affect each other.","PeriodicalId":33673,"journal":{"name":"Komunikator","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46674820","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The utilization of Indonesian national identity in fashion products, notably shoes, inspired this research. Retail goods that exhibited an Indonesian identity offered producers a chance to draw in sneakers fans. This research aimed to discuss the mediatization of Indonesian national identity. The three Instagram accounts @exodos57, @bro.do, and @sepatucompass were selected as the study’s subjects. Young Indonesians are currently enamored of sneakers from these brands. Many young individuals also follow their Instagram accounts. The data was to be analyzed using mediation, remediation theory, and commercialization. To investigate the data, a qualitative technique using explanatory research was used. The findings demonstrated that mediation, remediation, and commercialization are three processes that engage with one another. Additionally, it is possible to interpret the utilization of national identity as a response to globalization and the quest for authenticity. The logic of commercialization might be applied to this legitimate research.
{"title":"Mediation, Remediation, and Commercialization of Indonesian Identity in Sneakers Advertising","authors":"Dewi Kartika Sari","doi":"10.18196/jkm.16030","DOIUrl":"https://doi.org/10.18196/jkm.16030","url":null,"abstract":"The utilization of Indonesian national identity in fashion products, notably shoes, inspired this research. Retail goods that exhibited an Indonesian identity offered producers a chance to draw in sneakers fans. This research aimed to discuss the mediatization of Indonesian national identity. The three Instagram accounts @exodos57, @bro.do, and @sepatucompass were selected as the study’s subjects. Young Indonesians are currently enamored of sneakers from these brands. Many young individuals also follow their Instagram accounts. The data was to be analyzed using mediation, remediation theory, and commercialization. To investigate the data, a qualitative technique using explanatory research was used. The findings demonstrated that mediation, remediation, and commercialization are three processes that engage with one another. Additionally, it is possible to interpret the utilization of national identity as a response to globalization and the quest for authenticity. The logic of commercialization might be applied to this legitimate research.","PeriodicalId":33673,"journal":{"name":"Komunikator","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45295668","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Sumenep keris is known for its various philosophies and styles. This traditional Indonesian dagger had the potential to be developed as Madura’s brand tourism. Therefore, strategy is needed to formulate a suitable development model of Sumenep keris potential. Hence, this research aims to describe Sumenep keris potential and contribution to Madura tourism development. A phenomenological approach is used to explore the local keris artisan perspective in interpreting keris philosophy and the accompanying meaning. Data were collected through in-depth interviews and observation and the triangulation method in this research. The analysis results found that the Sumenep keris can be part of the development of a tourist destination brand. The brand will be closer to sticking to the identity of the Sumenep area as a cultural heritage tourism destination. The concept of brand development can be done by optimizing the various perspectives of the Sumenep keris as an index of Madurese culture. Since brand building for tourism destinations is a continuous process, this research is expected to be preliminary. Hence, future research can examine other forms of Madura’s culture that contribute to heritage branding tourism.
{"title":"Keris as Branding Destination Tourism: Indonesian Heritage Daggers from Madura","authors":"Yuliana Rakhmawati, Netty Dyah Kurniasari, Ridho Marrotin Subastian","doi":"10.18196/jkm.12818","DOIUrl":"https://doi.org/10.18196/jkm.12818","url":null,"abstract":"Sumenep keris is known for its various philosophies and styles. This traditional Indonesian dagger had the potential to be developed as Madura’s brand tourism. Therefore, strategy is needed to formulate a suitable development model of Sumenep keris potential. Hence, this research aims to describe Sumenep keris potential and contribution to Madura tourism development. A phenomenological approach is used to explore the local keris artisan perspective in interpreting keris philosophy and the accompanying meaning. Data were collected through in-depth interviews and observation and the triangulation method in this research. The analysis results found that the Sumenep keris can be part of the development of a tourist destination brand. The brand will be closer to sticking to the identity of the Sumenep area as a cultural heritage tourism destination. The concept of brand development can be done by optimizing the various perspectives of the Sumenep keris as an index of Madurese culture. Since brand building for tourism destinations is a continuous process, this research is expected to be preliminary. Hence, future research can examine other forms of Madura’s culture that contribute to heritage branding tourism.","PeriodicalId":33673,"journal":{"name":"Komunikator","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42296515","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
As a top Indonesian product, Tropicana Slim seems to give new solutions to enjoying sweet taste widely used in Indonesian cuisine without worrying about the negative impacts often feared by the public, such as obesity and diabetes. Tropicana Slim’s achievements as the top brand for five years have several factors in consumer purchasing decisions that could lead to product loyalty under the Tropicana Slim brand. Therefore, this study aims to see the role of brand equity which consist of brand image, brand awareness, and sales promotion of Tropicana slim products introduced by PT Nutrifood Indonesia through their Instagram account @tropicanaslim leads to purchasing decisions. This research was carried out from March until April 2021 using a positivism paradigm with a quantitative approach and content analysis using visuals and text from 16 posts on their Instagram account. This research indicates the role of brand equity in the form of brand image with a frequency value of 42,03%, brand awareness with 26,09%, and sales promotion with a frequency of 31,88% on purchasing decisions. It can be concluded that the postings on the @tropicanaslim Instagram account take the role of elements of brand equity and sales promotion in purchasing decision process.
{"title":"Brand Equity Review: Sales Promotion Role in Tropicana Slim Purchasing Decision","authors":"M. Michelle, Sugeng Wahyudi, R. Marta","doi":"10.18196/jkm.11948","DOIUrl":"https://doi.org/10.18196/jkm.11948","url":null,"abstract":"As a top Indonesian product, Tropicana Slim seems to give new solutions to enjoying sweet taste widely used in Indonesian cuisine without worrying about the negative impacts often feared by the public, such as obesity and diabetes. Tropicana Slim’s achievements as the top brand for five years have several factors in consumer purchasing decisions that could lead to product loyalty under the Tropicana Slim brand. Therefore, this study aims to see the role of brand equity which consist of brand image, brand awareness, and sales promotion of Tropicana slim products introduced by PT Nutrifood Indonesia through their Instagram account @tropicanaslim leads to purchasing decisions. This research was carried out from March until April 2021 using a positivism paradigm with a quantitative approach and content analysis using visuals and text from 16 posts on their Instagram account. This research indicates the role of brand equity in the form of brand image with a frequency value of 42,03%, brand awareness with 26,09%, and sales promotion with a frequency of 31,88% on purchasing decisions. It can be concluded that the postings on the @tropicanaslim Instagram account take the role of elements of brand equity and sales promotion in purchasing decision process. ","PeriodicalId":33673,"journal":{"name":"Komunikator","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47229041","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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