COMMICAST

The effect of persuasive communication on purchase decisions and Customer satisfaction in Sport Fashion products

Nadia Mar Astika — 2025-02-27

Fashion in Indonesia is currently experiencing a very exciting growth. E-commerce has been increasing Persuasive communication is one of the important strategies in influencing consumer behavior, especially in the process of making purchasing decisions and achieving customer satisfaction. Speaking of the fashion sports industry, intense competition demands the implementation of effective marketing communications to attract consumer attention while building customer loyalty, so as to provide strategic insights for brand managers in improving competitiveness and service quality. The aims to this study analyze the effect of persuasive communication on purchasing decisions for sports fashion products. Quantitative research using the explanatory survey method. The research was conducted at Sogo Department Store outlets in Grand Indonesia from January to June 2024. The sampling technique used probability sampling and non-probability sampling with the number of samples used as many as 100 respondents. The independent variable in this study is persuasive communication, while the dependent variable is purchasing decisions and customer satisfaction. Univariate and bivariate data analysis. Statistical tests using product moment correlation test and multiple linear regression. Regression tests show that persuasive communication has a significant effect on purchasing decisions (p-value 0.001; coefficient 0.364) and customer satisfaction (p-value 0.001; coefficient 0.222), so that each increase of one unit of persuasive communication increases purchasing decisions by 0.364 and customer satisfaction by 0.222. There is significance between the influence of persuasive communication and customer satisfaction on purchasing decisions for fashion sport products.

Individual meaning of Impulsive Buying: Phenomenological study on Wearing Klamby Instagram Account

Rizky Herdianti Sari — 2025-02-27

This research aims to analyze and describe the experience of impulsive buying behaviour among followers of the Wearing Klamby Instagram account through a phenomenological perspective. This research uses an interpretive paradigm with a qualitative approach to understanding the motivation, goals and subjective meaning of shopping among account followers. The research results show that the experience of purchasing behaviour in the context of followers of the Wearing Klamby Instagram account is influenced not only by individual elements but also by the social dynamics in the online community. The phenomenological analysis also finds that purchasing behaviour is driven not only by functional but also by emotional and social needs. This research gives marketers insight into the importance of building deeper relationships with consumers through social media and prioritizing values relevant to the target audience.

Mapping Television ownership concentration in West Java after the Analog Switch-Off

Muhamad Harikal Ramadhan — 2025-02-27

Broadcasting digitization in Indonesia reached a major turning poin with the implementation of the Analog Switch-Off (ASO), as mandated by the Job Creation Law No. 11 of 2020. This policy requires television stations to migrate from analog to digital broadcasting, which brings significant changes to technological advancements and the broadcasting business ecosystem, especially in the media ownership structure. Prior to the ASO, television ownership in West Java was highly centralized and dominated by a few large media groups, which impacted the diversity of content production and distribution. This study aims to analyze the impact of the ASO on the concentration of television ownership in West Java and see whether this transition encourages media diversity or strengthens media conglomeration. Using a qualitative approach with descriptive case study method, this research utilizes Anthony Giddens' Structuration Theory to explore the relationship between media ownership structure and agency in the post-ASO era. Data was collected through in-depth interviews with representatives from television stations and industry stakeholders, supported by document analysis. The findings reveal that despite regulatory changes, media ownership remains concentrated among large networks, limiting opportunities for independent and local television stations to thrive. The study highlights that structural barrier, including financial constraints and regulatory complexity, hinder the democratization of media ownership. In conclusion, while ASO provides the potential for a more diverse broadcasting landscape, existing power structures still dominate, necessitating further policy interventions to promote fair competition and ownership diversity in Indonesia's digital broadcasting era.

Communicating the knowledge of Youths in Owerri on the health effects of Shisha Smoking

Nwanekwu Eustace Chinedu — 2025-03-02

Recently, the prevalence of shisha smoking is alarming and it has continued to raise health concerns among smokers. The aim of this study was to find out the knowledge of youths on the health effects of smoking shisha. Hence, this study investigated the knowledge of the health effects of shisha smoking among youths in Owerri. The survey method was used for this study with a sample size of 385, which was derived from the Survey Monkey online sample size calculator. A multistage sampling technique was employed. Results showed that, at a mean of 3.2 (N = 372), there is a high prevalence of shisha smoking among youths in Owerri and its surrounding areas. The result showed that, at a mean of 3.2 (N = 372), the youths in Owerri are knowledgeable regarding the health effects of shisha smoking. It was concluded that there is a high prevalence of shisha smoking among youths in Owerri. This is even with the level of awareness and knowledge about the health effects of shisha smoking among youths in Owerri. This could be linked to the factors associated with shisha smoking. One of the contributions of the study is that it will provide the need for professionals, policymakers, and all stakeholders involved in managing the issues of smoking to see why it is essential to engage in serious campaigns so as to raise the awareness of people towards the danger or health effect of shisha smoking in society.

Factors Influencing Online Impulse Buying Behavior: Evidence from Shopee Live

Zahra Syakhira Iswan — 2025-03-30

This study aims to investigate the factors that influence online impulse buying behavior among Indonesian consumers on the Shopee Live e-commerce platform. With the advent of digital technology, shopping behavior has shifted significantly towards online platforms, particularly through innovative features such as live streaming. Utilizing a purposive sampling technique, data was collected from Shopee users through a Google Forms and analyzed using Structural Equation Modeling (SEM). The research findings revealed that factors such as time pressure, quantity pressure, and social influence did not significantly influence enjoyment leading to the absence of impulse buying online. Whereas the results of economic benefits, visual elements and sound elements on enjoyment were highly significant which played an important role in driving impulse purchase decisions. This suggests that consumers are more attracted to tangible economic benefits such as discounts and attractive visual and sound ornament presentations during live streaming sessions. The study concludes that enhancing these key visual and economic factors can effectively increase impulse buying behavior, offering valuable insights for retailers and marketers looking to optimize their strategies in a live commerce environment.

Understanding the Dynamics of Islamic Media: A Comparative Analysis of Lensamu and Aisyiyahpusat Instagram Accounts’ Digital Communication Strategies

Lukman Hakim — 2025-04-02

The purpose of this research is to examine the dynamics of Islamic media on Instagram via a comparative analysis of two da'wah accounts, Lensamu and Aisyiyah Pusat. This study uses a qualitative methodology and content analysis to investigate differences in digital communication methods, message framing, and audience interaction patterns across both accounts. Primary data were taken from Instagram uploads over a specific time period, while secondary data were gathered from literature on digital communication and Islamic media. The study's findings suggest that Lensamu uses an engaging and inspiring visual approach to catch the attention of the younger population with light and easy-to-understand material. Aisyiyahpusat, on the other hand, employs a more formal and analytical communication style, focussing on in-depth material presentation and critical conversations that foster excellent interactions. These findings emphasize the significance of tailoring digital da'wah techniques to audience characteristics, as well as contributing to the creation of more adaptable Islamic communication approaches in the age of social media.