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The personal care product industry, particularly bath soap, is becoming increasingly competitive as public awareness of health and hygiene grows. Lifebuoy is a long-trusted bath soap brand, but according to data from the Top Brand Index 2021–2024, Lifebuoy is experiencing a significant downward trend. This situation indicates a problem in consumer purchasing decisions, making it crucial to examine the factors influencing it. This study aims to analyze the influence of advertising and brand image on purchasing decisions for Lifebuoy bath soap in Semarang City, with purchase intention as an intervening variable. This study used a quantitative approach with explanatory research. The population in this study was all Lifebuoy bath soap users in Semarang City. The sample was determined using a non-probability sampling method using the Lemeshow formula, resulting in 96 respondents. Data analysis techniques used Descriptive Statistical Analysis, Measurement Model Evaluation (Outer Model), and Structural Model Evaluation (Inner Model) using the SmartPLS 0.4 application. The results of the study indicate that advertising has a direct influence on purchasing decisions, brand image has a positive and significant influence on purchasing decisions, advertising does not have a significant direct influence on purchase intention, brand image has a positive and significant influence on purchase intention, purchase intention has a positive and significant influence on purchase decisions, purchase intention mediates the relationship between advertising and purchase decisions, and purchase intention mediates the relationship between brand image and purchase decisions.

Industri portal lowongan kerja daring mengalami persaingan ketat, menuntut platform seperti Toploker.com untuk membangun brand awareness yang kuat, di mana iklan video menjadi strategi promosi yang sangat efektif. Namun, produksi video konvensional menghadapi kendala biaya tinggi dan waktu pengerjaan yang lama. Kecerdasan Buatan (AI) menawarkan solusi dengan mengotomasi produksi konten, mulai dari penyusunan naskah hingga personalisasi audio-visual. Penelitian empiris menunjukkan bahwa iklan video berbasis AI dapat meningkatkan tingkat engagement hingga 6–9 persen poin lebih tinggi dibandingkan iklan baseline dan meningkatkan efektivitas persuasi hingga 12,5% lebih tinggi dalam hal ekspektasi pendapatan. Untuk memastikan proses pengembangan konten video promosi yang menarik, efisien, dan relevan bagi audiens digital Generasi Z, penelitian ini mengadopsi kerangka kerja Multimedia Development Life Cycle (MDLC), yang mencakup tahap Konsep, Perancangan, Pengumpulan Bahan, Produksi, Pengujian, dan Distribusi. Tujuannya adalah merancang panduan teknis yang terstruktur untuk mengintegrasikan alat AI modern (seperti CapCut, Suno AI, dan Freepik AI) demi mengoptimalkan kualitas dan efisiensi produksi konten.

This study aims to analyze the representation of women in beauty product advertisements on social media, focusing on the Nivea Care & Protect Body Serum advertisement. Beauty advertisements often depict women within specific social constructions related to beauty standards, gender roles, and power relations. This research employs a qualitative descriptive approach using Sara Mills’ Critical Discourse Analysis, which emphasizes the position of subject (speaker) and object (spoken of) as well as how women are positioned in texts and visuals. Data were collected through documentation of Nivea Indonesia’s official social media posts. The results show that the advertisement not only reproduces the ideal beauty standard identified with fair and well-maintained skin but also positions women as both subjects and objects of consumption. It concludes that while there are efforts toward empowerment, the advertisement still reinforces dominant discourses that strengthen gender stereotypes in the beauty industry.

This study aims to analyze the meaning of the message in Pertamina’s advertisement “Gerakan Kebaikan Lampaui Batasan” (Movement of Kindness Beyond Limits) using Charles Sanders Peirce’s semiotic theory, which consists of three main elements: representamen (sign), object, and interpretant. The advertisement features various social and visual actions that reflect the spirit of kindness, inclusivity, and care for others. Through the analysis of visual signs such as gestures, facial expressions, and symbols of solidarity, the study reveals that Pertamina seeks to build a positive corporate image through a strong humanitarian message. The signs used in the advertisement convey the importance of empathy, social collaboration, and respect for diversity. The advertisement not only promotes the brand but also functions as an educational tool, instilling moral and social values in the audience. By using Peirce’s semiotics, this research uncovers the deeper meanings embedded in the advertisement’s visual elements, demonstrating how the company connects with society through values that transcend business objectives.

This study aims to analyze gender representation in the L’Oréal Paris Elvive Extraordinary Oil advertisement using Sara Mills’ Critical Discourse Analysis (CDA) approach. The advertisement functions not only as a promotional medium for hair-care products but also as a site of meaning production that shapes social constructions of beauty, women’s roles, and power relations within society. Through the visuals and narrative presented, women are portrayed as the central focus as well as symbols of ideal beauty, characterized by shiny hair, an elegant appearance, and a confident demeanor. The analysis shows that women in the advertisement are positioned primarily as visual objects, while the L’Oréal Paris brand takes the role of the subject that provides solutions to women’s problems—specifically damaged hair. The use of the iconic slogan “Because you’re worth it” constructs a discourse suggesting that women’s self-worth and personal value are closely tied to physical appearance, especially the condition of their hair. Thus, the advertisement not only delivers commercial messages but also carries ideological implications about beauty standards that women are expected to meet. This study concludes that advertising plays a crucial role in reproducing contemporary gender norms and influences how society interprets women’s identity and value through the visual representations it presents.

This study aims to determine the effect of advertising and promotion on consumer purchasing decisions at Lazada online store. The type of research used is causal quantitative with the study conducted in Bogor City over six months (December 2019–May 2020). The population of this research is all Lazada consumers in Bogor, with an unknown total number, while the sample was taken using accidental sampling technique with 100 respondents. Data were analyzed using multiple linear regression. The results show that: (1) partially, advertising has a significant effect on purchasing decisions (tcount 7.423 > ttable 1.984; sig. 0.000 < 0.05), while promotion has no significant effect (tcount 1.718 < ttable 1.981; sig. 0.089 > 0.05); (2) simultaneously, advertising and promotion have a significant effect on purchasing decisions (Fcount 27.791 > Ftable 2.696; sig. 0.000 < 0.05); (3) the adjusted R² value is 0.351, indicating that 35.1% of purchasing decisions are influenced by advertising and promotion, while the remaining 64.9% are influenced by other factors not examined; (4) the most dominant variable is advertising, with a regression coefficient of 0.594.

The findings of this study reveal that the GoFood advertisement titled “Breaking News” and the GrabFood advertisement “Hematematika” serve not only as promotional tools but also as media that shape consumer mindsets and behavior. Both advertisements strategically employ language, narrative, and structure to highlight the ideas of efficiency and modernity, which align with the demands of contemporary digital society. The GoFood advertisement presents a serious narrative that emphasizes economic issues, while GrabFood adopts a humorous approach and wordplay to establish a lighter and more entertaining connection with the audience. This analysis was conducted using a descriptive qualitative approach by examining video advertisements on YouTube, with a particular focus on persuasive language and visual representation. In this sense, advertisements are understood not merely as marketing strategies, but as communicative practices embedded with ideology. Through the messages they convey, the ads promote values of efficiency, frugality, and modernity, which ultimately influence the construction of consumer identity and behavior. The study applies Norman Fairclough’s Critical Discourse Analysis framework, which consists of textual analysis, discursive practice, and socio-cultural context. This approach allows researchers to explore how language in advertisements contributes to the construction of social reality, communicates particular perspectives, and encourages audiences to respond actively.

This study examines the influence of social media advertising, brand image, and product innovation on consumer loyalty toward Kalbe Nutritional in Yogyakarta, both partially and simultaneously. Using a quantitative method with purposive sampling, data were collected from 100 respondents through a Likert-scale questionnaire and analyzed using SPSS 20. The results indicate that social media advertising and brand image do not have a significant effect on consumer loyalty, while product innovation has a positive and significant impact. The limitation of this study lies in the absence of age segmentation. This study recommends strengthening digital strategies and conducting further research that considers demographic factors

The Sambal ABC advertising campaign “Cap Cip Top – Icap Icip Ngetop ABC” in YouTube advertising content uses a character named Tejo. The Sambal ABC advertisement can strengthen the brand image and increase customer trust by including a character that fits the brand. Tejo is known as a housewife who cooks with passion, and the use of Sambal ABC in her kitchen reflects its quality and deliciousness. This study specifically discusses the ABC chili sauce advertisement “Cap Cip Top – Icap Icip Ngetop ABC” in YouTube advertising content using a character named Mrs. Tejo. This is because Tejo is known as a housewife who cooks with passion, and the use of Sambal ABC in her cooking reflects the quality and deliciousness of her product. Therefore, this advertisement can strengthen the brand image and increase customer trust. This study uses a quantitative approach and uses random sampling. This study targets Sambal ABC consumers who watch the YouTube advertisement “Sambal ABC: Cap Cip Top – Icap Icip Ngetop”. This survey involved 109 respondents who were all aware of the Sambal ABC YouTube advertisement, had consumed Sambal ABC products, and were also aware of the Sambal ABC advertising campaign. A total of 109 respondents were interviewed; however, only 100 met the specified criteria. Survey data was collected through an online survey using SmartPLS 3.0. The results showed that respondents trusted the Sambal ABC brand more due to the use of influencers in its advertisements. This was determined based on the content of the advertisements and who spoke first. Ibu Tejo's power was such that respondents felt close to her and believed she was close to them because they shared similarities with her in several aspects of influencer credibility, including interests. Respondents also found Ibu Tejo interesting because she was funny, engaging, interesting, and entertaining, and she was able to explain Sambal ABC very well.

Anime has become a significant global phenomenon, including in Indonesia, where this culture has influenced various aspects of society. This article explores the impact of anime visual style in YouTube advertisements in Indonesia. The influence of anime on Indonesian society is also evident in the consumption trends of products related to Japanese culture. The involvement of Indonesian society with anime has also encouraged the emergence of various businesses and products that capitalize on the popularity of this culture. This study focuses on exploring the impact of anime visual style on consumer responses in the context of advertising through YouTube social media in Indonesia. The researcher will analyze how the use of anime elements in advertisements can influence consumer perceptions, whether through nostalgia, enjoyment, or aesthetic aspects, as well as how marketing strategies can be adjusted to maximize this effect. The research method uses content analysis of social media comments as research data. Three advertising samples were selected to represent the study. The results of the analysis show that the use of anime elements in advertisements for Pop Mie, McDonald's, and Pocari Sweat successfully attracted attention and created positive responses from consumers. The high quality of the animation and the use of anime visual styles created a strong emotional appeal, even influencing consumer behavior such as product preferences and interest in brands. In conclusion, the use of anime visual styles in Pop Mie, McDonald's, and Pocari Sweat advertisements demonstrates the success of a marketing strategy that utilizes the popularity of anime to attract attention and create emotional engagement. and influencing consumer behavior in Indonesia, as well as opening opportunities for more local anime production and strengthening positive brand image. This advertisement is not only an effective marketing tool, but also opens up opportunities for more local anime production and supports a positive brand image.

This study aims to analyze the influence of advertising, trust, and discounts on purchasing decisions among Shopee app users, focusing on students from the Faculty of Economics and Business, Slamet Riyadi University, Surakarta as respondents. The background of this study departs from the increasing competition in e-commerce in Indonesia, which requires each platform to develop appropriate marketing strategies to attract consumers' attention and build their loyalty. The research method used was a quantitative survey involving 100 respondents selected through a convenience sampling technique, allowing researchers to quickly obtain data from relevant target groups. The collected data were then analyzed using multiple linear regression methods to test the proposed hypotheses. The results showed that consumer trust in the Shopee app has a significant influence on purchasing decisions, meaning that the higher the level of trust, the more likely consumers are to make purchases through the app. In addition, the discount factor was also proven to have a significant influence on purchasing decisions, indicating that price cuts are still an effective strategy in influencing consumer behavior, especially students. Conversely, the advertising variable did not show a significant influence on purchasing decisions, which could mean that the intensity or quality of advertising is not strong enough to drive purchasing decisions in this respondent segment. The findings of this study provide practical contributions for Shopee in designing more targeted marketing strategies, emphasizing the importance of building and maintaining consumer trust, as well as utilizing proven effective promotional strategies such as discounts. Therefore, this study not only enriches the literature on consumer behavior in the e-commerce context but also offers useful recommendations for digital business practitioners in increasing competitiveness.

This study discusses the rampant spread of online gambling advertisements in Indonesia, which contravenes the Criminal Code (KUHP) and Law No. 11 of 2008 on Electronic Information and Transactions (UU ITE) and its amendments, which prohibit gambling. Law enforcement faces significant challenges, one of which stems from the self-regulatory policies of Electronic System Operators (ESOs) for User-Generated Content (UGC), which do not fully prohibit online gambling advertisements. The objective of this study is to analyze the spread of such advertisements and the legal framework governing ESOs for UGC based on cyberlaw provisions. The methods used include a normative legal approach to examine principles, theories, and legal history, as well as a sociological legal approach utilizing secondary data through the integration of legal and social sciences. This research is descriptive-analytical, using data from literature reviews and semi-structured interviews. The results of the study indicate that the spread of online gambling advertisements is driven by the advertising features of PSE UGC and the weak effectiveness of existing self-regulatory policies. Additionally, the government is deemed to have been lenient in imposing administrative, criminal, or civil sanctions on PSE UGC, exacerbated by the ambiguous provisions of the Criminal Code (KUHP) and the ITE Law regarding gambling regulations. The research recommendations are for the government to pressure PSE UGC to strengthen internal policies regarding the prohibition of online gambling content, enforce administrative sanctions strictly, and revise ambiguous phrases in the Criminal Code and ITE Law to clarify regulations and strengthen law enforcement efforts against the spread of online gambling advertisements in Indonesia.  

Exposure to food advertising, particularly UPF (Ultra-Processed Food), not only impacts children's short-term food choices but also influences the formation of long-term unhealthy eating habits. Several studies have found that advertising's influence on children is not only direct but is also reinforced by environmental factors such as family eating habits, peer influence, and food accessibility at home and school. For example, children who regularly watch television unsupervised or who have personal devices with internet access are more likely to be exposed to UPF advertising, which is typically designed with bold colors, cartoon characters, and memorable slogans. This makes children more susceptible to influence and develop preferences for the promoted foods. Furthermore, UPF advertising often features emotional messages or positive associations such as fun, friendship, and rewards, further strengthening its appeal to children. When these advertisements are repeatedly exposed, children can internalize these messages and make them part of their eating experience. In the long term, this risks causing children to associate unhealthy foods with comfort or happiness, which can trigger emotional eating and increase the potential for eating disorders and the risk of non-communicable diseases. Therefore, it is crucial to involve various stakeholders, including parents, educators, industry players, and policymakers, in building a healthy eating environment. Media literacy education for children is also a crucial step in equipping them to be more critical of advertising messages. Strict regulations on food marketing aimed at children, such as banning UPF advertising during children's broadcast hours, regulating the use of cartoon characters, and providing clear and easy-to-understand nutrition labeling, are important strategies to reduce the negative impact of UPF advertising on children's health in the long term.

This study aims to determine audience perceptions of the Instagram Reels advertisement content of Wardah Matte Lip Cream "Tasya Farasya Approved" edition. This advertisement is the result of a collaboration between the local cosmetics brand Wardah and the famous beauty influencer Tasya Farasya. This phenomenon is interesting to study considering the trend of influencer-based marketing is increasingly dominant in beauty product promotion strategies, especially in building emotional closeness with consumers and maintaining loyalty to local brands. Consumer perception is an important aspect because it will influence purchasing interest, brand image, and future purchasing decisions. This study uses the perception theory from Jalaludin Rakhmat (2015) which explains that perception is a person's experience of an object or phenomenon obtained through the process of processing, interpreting, and drawing conclusions from the information received. Based on this theory, this study adopted a quantitative descriptive approach. Data were collected by distributing questionnaires to 100 respondents who are followers of Wardah's official Instagram account. Respondents were selected using purposive sampling to ensure the relevance of the data to the research focus. Descriptive data analysis was conducted using SPSS software to identify audience perception patterns regarding advertising content elements, such as visual appeal, message relevance, influencer credibility, and the product image's alignment with Wardah's brand image. This analysis is expected to reveal the extent to which brand and beauty influencer collaborations can create positive perceptions in consumers' minds. The research findings are expected to contribute to the development of digital marketing strategies in the cosmetics industry, particularly in utilizing influencer marketing effectively. Furthermore, the findings of this study can serve as a reference for other local brands in designing promotional campaigns that are relevant, engaging, and aligned with the characteristics of their target audience on social media.

This study explores the strategic use of garbarata as an advertising medium at Minangkabau International Airport, Padang. The garbarata, which is a connecting bridge between the terminal and the aircraft, has great potential as an exclusive advertising space and has high exposure to passengers. However, this potential has not been optimally maximized. This study uses a qualitative approach with a case study method. Data collection was conducted through in-depth interviews with airport management, direct observation of the garbarata conditions, and analysis of documentation related to advertising policies and non-aeronautical asset management. The results of the study indicate that there are several main obstacles in the use of garbarata as a promotional medium. These obstacles include minimal promotional activities to potential advertisers, unclear pricing systems for advertising space rentals, lack of collaboration with advertising agencies, and limitations in the provision of design services and visual creativity. This has led to low interest of companies in utilizing this media as part of their marketing strategy. To overcome these problems, this study proposes several development strategies, including: increasing active and planned promotional activities, setting flexible and competitive rental prices, strategic collaboration with professional advertising agencies, and providing creative design services to support the effectiveness of advertising messages. This strategy is expected to attract more companies to advertise on the aerobridge, thereby increasing the airport's non-aeronautical revenue. With proper optimization, the aerobridge will not only serve as a functional passenger facility but can also transform into a strategic asset supporting the airport's sustainable commercial development and creating added value for both the operator and its business partners.

This study aims to analyze the influence of Product Quality, Price, Sales Promotion, and Advertising on consumer purchasing decisions on the Bukalapak online store platform. This study used a quantitative approach with descriptive methods, aiming to illustrate the relationships between variables based on empirical data. Primary data were obtained by distributing questionnaires to 120 respondents who were active Bukalapak users in the West Medan District. The data analysis technique used was multiple linear regression with the aid of SPSS software to determine the effect of each independent variable on the dependent variable. The analysis results indicate that, partially, the variables Product Quality, Sales Promotion, and Advertising have a positive and significant influence on purchasing decisions. This means that the higher the product quality, the more effective the promotion, and the more attractive the advertisement, the greater the likelihood of consumers making a purchase. Conversely, the variable Price showed a negative and significant influence, indicating that inappropriate pricing can reduce purchase intention. Simultaneously, all four variables have a significant influence on purchasing decisions. The Adjusted R Square value of 70.4% indicates that this research model is able to explain 70.4% of the variation in purchasing decisions, while the dependent variable is influenced by factors outside the model. This study recommends that Bukalapak continue to improve product quality, develop competitive pricing strategies, strengthen promotions, and create creative advertising. Further research is recommended to consider additional variables such as product reviews, brand image, and service quality to enrich the analysis.

The term overthinking has become part of the everyday vocabulary among Generation Z, reflecting a tendency toward excessive deliberation in ordinary situations, including choosing food. The “Overthinking” advertisement by GoFood presents a compelling visual representation of this dilemma through metaphorical symbols such as a talking forehead, piles of clocks, and zodiac characters that construct a complex visual narrative of indecision. This study aims to examine how symptoms of overthinking are visually represented in the advertisement using Roland Barthes’ semiotic approach. The research employed a qualitative method, utilizing observation and documentation techniques to analyze visual structures across scenes. The findings reveal that the advertisement conveys its message through denotative, connotative, and myth-based signs, illustrating how Generation Z interprets the burden of choice in a digital cultural context. The results demonstrate how visual communication strategies can foster empathy while offering solutions to the everyday anxieties of a young audience. This study contributes to the development of visual semiotics discourse in the field of visual communication design and offers insights for advertising practices grounded in social issues.

Social media has become one of the main media for distributing various advertising content in today's digital era. However, the spread of advertising content on social media also brings new challenges. Social media, especially TikTok, has a high virality rate, which means that content can spread quickly, both positively and negatively. The TikTok account @ngobrolsantaiindonesia uploaded a promotional advertisement for Borobudur Temple. The entire narrative in the advertising content openly alludes to other religions, namely Islam. This study uses a research approach in the form of a literature study or can be called library research. Indonesia has guidelines that must be respected, namely the Indonesian Advertising Ethics or abbreviated as EPI. The EPI contains a system of values ​​and integrated guidelines for manners (code of conducts) and procedures (code of practices) that apply to all advertising actors in Indonesia. According to the Indonesian Advertising Ethics, advertisements must be honest, correct, and responsible. It was concluded that the violation committed by the TikTok account @ngobrolsantaiindonesia was offending SARA, more specifically other religions.

This study aims to analyze the representation of the figure of the prolific sundel in the 2025 version of Pocari Sweat #IONTahanBocor advertisement using Roland Barthes' semiotic approach. The ad features a local mystical figure sundel bolong in an unusual humorous narrative to convey an educational message about the importance of staying hydrated during fasting. This study uses a descriptive qualitative method with a constructivist paradigm and analyzes visual impressions based on three layers of Barthes' meaning: denotation, connotation, and myth. The results of the analysis showed that the sundel bolong was shown as a figure who was dehydrated and then recovered after consuming Pocari Sweat, which is interpreted as a symbolic form of loss and recovery of body fluids. This representation shows a shift in meaning from a creepy figure to a funny and educational figure. Visual symbols such as the body leaking and the transformation into a cactus reinforce the educational message about hydration that is popularly packaged and lightweight. These findings suggest that advertising not only becomes a promotional medium, but also builds new myths through the construction of popular culture and visual communication.  

This research analyzes the ethics of broadcasting advertisements on television media, especially related to  broadcasting time regulations. The significant role of television in shaping people's thoughts and  behaviors, coupled with the proliferation of potentially unethical and inappropriate broadcasts, highlights  the urgency of this issue. Such violations, especially those concerning children and adolescents, pose  significant risks due to exposure to inappropriate content and the normalization of unethical behavior. This  study emphasizes the importance of media commitment to the Broadcasting Behavior Guidelines and  Broadcast Program Standards (P3SPS) and Law No. 32 of 2002, which aims to protect viewers from  harmful information. This study uses a library observation method with a qualitative approach, analyzing  existing reports, research, and written sources. Data analysis uses Miles and Huberman's qualitative  decomposition technique, which includes data reduction, data presentation, and drawing conclusions. The  findings of the study are in line with previous studies, indicating that violations of broadcasting ethics and  broadcasting hours are systemic problems that have not been resolved. This underlines the need for stricter  supervision, sanctions, re-evaluation of broadcasting time classifications, and media literacy education for  the community.