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The development of the internet and social media has encouraged e-commerce companies to utilize digital platforms as a marketing tool, one of which is Shopee through TikTok social media. The high frequency of digital advertising is thought to influence consumer attitudes, especially among Generation Z as active TikTok users. To determine the impact of Shopee's digital advertising frequency on consumer attitudes using promotions as a mediating variable on Generation Z TikTok social media users in Tasikmalaya, this study employed quantitative, descriptive, and verification techniques. A total of 100 respondents were sampled using purposive sampling techniques. An online questionnaire with a Likert scale of 1 to 5 was used to collect research data. Data were analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with the help of SmartPLS 4. The results showed that advertising frequency significantly and positively influenced consumer attitudes and promotions. In addition, promotions can mediate the effect of advertising frequency on consumer attitudes and have a beneficial and significant impact. These results indicate that consumer opinions towards Shopee will be more positive if advertisements are displayed more frequently and supported by appropriate promotions. This study serves as an academic reference and information source for businesses seeking to optimize social media-based digital marketing strategies.

The development of artificial intelligence (AI) has fundamentally transformed digital marketing communication, while emerging as a strategic instrument in public relations practices of global corporations. This study aims to examine the construction of meaning around artificial intelligence as a financial solution within the cultural context of Lebaran, while analyzing the PR communication strategy employed by Google Indonesia in building persuasive messages for its public on digital platforms. The research object is a video advertisement posted on the official Instagram account @googleindonesia on March 7, 2025, promoting the Gemini Canvas feature for managing Tunjangan Hari Raya (THR) budgets. This study employs a descriptive qualitative approach with an interpretive paradigm, integrating two complementary analytical perspectives: first, Roland Barthes three-level semiotic analysis — denotation, connotation, and myth — to deconstruct meaning constructed through visual, verbal, and auditory signs in the advertisement; second, the PR communication strategy framework from Smith (2021) to identify how the choices of mascot, emotional message, and cultural appeal represent strategically planned communication decisions by Google Indonesia. The findings reveal that Google Indonesia constructs Gemini Canvas as an empathetic and culturally aware entity through three key elements: anthropomorphic symbolism in the form of a bespectacled cat functioning as brand mascot, local cultural markers of ketupat and THR, and Arabic-nuanced music that aurally reinforces the Lebaran atmosphere — all representing deliberate strategic PR decisions. From Smith’s (2021) perspective, the advertisement applies a proactive communication strategy combining negative emotional appeal — financial anxiety ahead of THR — immediately followed by positive emotional appeal as a concrete solution through Gemini Canvas, representing a structured form of public perception shaping. At the myth level, the advertisement normalizes reliance on digital platforms through systematic cultural localization. This study contributes to understanding AI-based digital marketing communication strategies and the shaping of public perception on AI technology by global corporations in the Indonesian market.  

This article examines how business entities construct eco-friendly narratives as strategic persuasive instruments in sustainable product advertising, operating through discursive and ideological mechanisms deliberately managed by corporations. Drawing on Norman Fairclough's Critical Discourse Analysis (CDA) framework, which dissects discourse across three analytical dimensions such as text, discursive practice, and social practice, as a lens to expose corporate ideology concealed beneath sustainability claims, this study analyses four eco-friendly product advertisements from international and domestic brands published between 2020 and 2026. Findings reveal that eco-friendly advertising narratives are constructed through three dominant discursive strategies: 1. Naturalization of consumer identity as a morally responsible environmental subject. 2. Reframing of consumption as a form of activism. 3. Linguistic greenwashing that conceals the contradictions of green capitalism behind vague sustainability lexicons. The study argues that business entities actively manage eco-friendly narratives not merely as informative messages, but as ideological apparatuses that strategically discipline consumer subjectivity, reproduce corporate hegemony, and legitimize green capitalism practices within ecological discourse. Implications for environmental communication studies, advertising regulation, and consumer critical literacy are discussed in the concluding section.

The development of information technology has transformed the way micro,small,and medium enterprises (MSMES) market their products and interact with consumers.social media now plays a crucial role as a primary tool in digital marketing strategies due to its ability to reach consumers widely, quickly, and interactively. This study aims to analyze how digital marketing strategies through social media can enhance consumer loyalityamong MSMES. This research employs a qualitative descriptive approach, collecting data through in-depth interviews, observation of social media activities, and documentation of several MSMEs in medan. The findings reveal that consistent implementation of digital marketing strategies through social media significantly improves consumer loyalty. The main factors influencing this improvement include engaging content quality, active interaction between sellers and customers, and the effective use of social media features such as paid advertisements and collaborations with local influencers. The study concludes that digital marketing strategies through social media not only boost sales but also strengthen long-term relationships between MSMEs and their customers. Therefore, optimizing social media utilization becomes a strategic step for MSMEs to remain competitive in the digital era.

This study discusses the production of digital campaign content for Perumda Transpakuan Bogor through Instagram and videotron as part of public transportation communication strategies targeting Generation Z. The study aims to analyze and implement digital content production processes that are visually engaging, informative, and relevant to young audiences. This research used a qualitative descriptive approach with a project-based applied research orientation. Data were collected through participatory observation, documentation, and Instagram Insight analysis. The project resulted in nine Instagram contents in the form of reels, carousel posts, infographics, and interactive posts, as well as one public service advertisement video for videotron media. The findings show that the use of storytelling, relatable visuals, and short-form video formats effectively increased audience reach and engagement. Instagram reels became the most effective format in attracting Generation Z audiences, while videotron strengthened message distribution in public spaces. The study implies that integrating social media and digital outdoor media can support more effective public communication campaigns for public transportation services.

Male masculinity is a common theme in advertising. These potrayals often depict men as hardworking, resilient, and physically strong, thereby shaping an ideal male identity. This study uses Sara Mills’ critical discourse analysis perspective to examine the representation of the 2023 Extra Joss advertisement “Laki Buktikan!”. A qualitative descriptive approach is used, with data in the form of visuals, verbal narratives, and slogans that appear in advertising videos accessed via the TikTok application. The analysis will focus on the subjects and objects in the advertisement, the representation of masculinity, the position of the audience, the narrative structure, and the surrounding social context and gender ideology. The result of study show that the advertisement represents masculinity as an identity that must be continuously proven through strength, physical toughness, endurance, and a never-give-up attitude. Failure, defeat, and adversity are not condition that must be passively accepted, but rather condition demanding an active response from men to take concrete action. The advertisement not only promotes product, but also reproduces the ideology oh hegemonic masculinity by linking male self-proving to consuming Extra Joss energy drinks.

The development of digital technology has brought significant changes to product marketing and advertising patterns, particularly through social media platforms such as Instagram, which enable the rapid and wide dissemination of information. On the one hand, digitalization provides opportunities for business actors to promote their products in a more creative and interactive way. On the other hand, it also creates the potential for advertisements that may mislead consumers. In practice, there are still business actors who promote products that do not correspond to their actual conditions. Such misinformation can cause losses and raise issues related to consumer rights and the responsibilities of business actors. This study also analyzes dispute resolution related to misleading advertisements on social media. The method used is doctrinal legal research with a statutory approach (statute approach) and a case approach. The results of the study indicate that there are still advertising business actors who neglect consumers’ rights to truthful information about product conditions, and who fail to fulfill their obligations of good faith, providing accurate and honest information, and complying with standards stipulated in laws and regulations. Therefore, it is necessary to strengthen supervision of the implementation of advertising ethics and enforce stricter law enforcement so that consumer rights can be protected and advertising practices on social media can be carried out responsibly.

In the increasingly tight competition of the soft drink industry, companies need to understand how the advertisements broadcast are able to attract attention, arouse interest, and encourage consumers to make purchases. The purpose of this study is to measure 1) The television advertisement of Nutrisari version of the champion nyegerin on residents of the Graha Indah 2 Pamulang complex. 2) Purchasing decisions on residents of the Graha Indah 2 Pamulang complex. 3) The influence of the television advertisement of Nutrisari version of the champion nyegerin on product purchasing decisions on residents of the Graha Indah 2 Pamulang complex. The theory used in this study is the Marketing Communication Theory. Television Advertisements with dimensions: Head words & sound effect, Music, Seen word, Picture, Color, and Movement, as well as the Purchasing Decision theory with dimensions: Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-Purchase Behavior. This study uses a quantitative approach with a survey method with a questionnaire as the data collection instrument. The population in this study were residents of the Graha Indah 2 Pamulang RW 25 complex with characteristics that had been found as many as 123 and the number of samples as many as 94. The sampling technique used probability sampling technique. The results of the study showed that 1) The images presented in Nutrisari advertisements made the audience's attention interesting and got the highest average value of 3.28 from the Picture dimension. 2) In the Purchase Decision, there was the highest value of 3.21 from the Purchase Decision dimension. 3) There was an Influence of Nutrisari Television Advertisement Version of Si Juara Nyegerin on Product Purchase Decisions. t-count was (9.992) > t-table (1.661). The magnitude of the influence was R 0.719 or 71.9% and R Square was 0.517 or 51.7%  

In the Independent Curriculum implemented in schools starting the 2024/2025 academic year, there are Learning Outcomes (CP) that read "Students are able to modify/deconstruct literary works for creative economic purposes" and "Students are able to translate one text into another for creative economic purposes". In reality, in schools, there are still few teachers who connect literary works with economic issues, many teachers are still unfamiliar with the concept of translation, not many teachers have participated in translation training, and there is no guidebook for translating literary texts into non-literary texts or vice versa. This also applies to high school Indonesian Language teachers in Rembang Regency. Combining these two Learning Outcomes and connecting them to conditions in society, this community service conducted training on translating literary works into advertising texts for high school Indonesian Language teachers in Rembang Regency. The training was carried out with the first stage providing material on translation and advertising and the second stage providing mentoring to teachers to practice translating literary works into advertising.

Vaping is when you inhale a mist through a power based device, filled with flavourings, chemicals, and nicotine (Texas Health and Human Services, nd). Teenagers tend to vape due to external influences such as advertisements and social interactions, which has a significant contribution in the role of gaining societal acceptance of vaping amongst teenagers (CDC, nd). However its use in teenagers is illegal as per the Indonesian Government Regulation Number 109 2012, which restricts individuals below 18 years old from vaping. A study conducted in 2018 has reported that teenagers have started vaping from 2017. Despite rules and regulations, teenagers are still able to access it which makes the law enforcement ineffective that leads to teenagers being able to have access to vapes. This research will investigate the influence of social media and peer pressure on underage vaping, focusing on how contents on social media, their peers along with social interactions shape the perspective and behaviour of a teenager towards vaping. This following topic is important as social media plays a significant role in the normalisation of vaping despite harmful effects. It aims to recognize how social media and interactions among fellow peers influence a teenager. With the use of qualitative and quantitative methods such as surveys and interviews, it will also apply theories from 3 thinkers to have a better understanding of a teenager’s decision.

The development of digital technology has led to an increase in the use of short video-based entertainment applications, including the Melolo application. However, the free version still has various complaints, such as inconsistent subtitles, unintuitive navigation, force close glitches, and unstable advertisements, so user satisfaction analysis is needed. This study aims to measure the level of satisfaction of users of the free version of the Melolo application using the End User Computing Satisfaction (EUCS) method, which covers five variables, namely content, accuracy, format, ease of use, and timeliness. Data was collected through an online questionnaire of 385 Melolo app users in Jambi City and analyzed using Structural Equation Modeling (SEM) with the help of SmartPLS 4. The results showed an R-Square value of 0.546, indicating that the model was able to explain 54.6% of the changes in user satisfaction levels. The variables of content and timeliness were found to have a significant effect on user satisfaction, while accuracy, format, and ease of use had no significant effect. These results indicate that content quality and system timeliness are the main factors in increasing user satisfaction. Therefore, Melolo app developers are advised to maintain content quality and improve system performance and stability to optimize the user experience.

This study explores the persuasive linguistic techniques used in 50 Instagram advertisements by Anomali Coffee, a prominent Indonesian specialty coffee brand. The research aims to identify and analyze the linguistic strategies embedded in captions, hashtags, slogans, and textual elements in promotional visuals using Lamb’s (2011) 21 category persuasive language framework. A descriptive qualitative approach was adopted for this purpose. The analysis reveals 46 instances of persuasive techniques, with the most common being inclusive language, imagery, hyperbole, connotation, and colloquial expressions. These findings suggest that Anomali Coffee strategically employs emotional engagement, community oriented language, and sensory appeals to strengthen brand identity and resonance. Additionally, credibility enhancing strategies such as expert opinion and evidence are also evident. The study contributes to the application of Lamb’s taxonomy in Indonesian digital marketing, particularly in the specialty coffee industry, showing how linguistic persuasion can amplify consumer interaction on social media platforms. However, the study’s focus on a single brand and textual features limits its generalizability. Future research should consider cross brand comparisons, multimodal analyses, and consumer response studies to further explore the effectiveness of persuasive techniques. Overall, the findings offer valuable insights into the role of persuasive language in shaping digital marketing strategies for local coffee brands in Indonesia.

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.

The purpose of this study is to assess the impact of halal brands, brand image, and price perceptions on the motivation and purchasing choices of Wardah consumers, as well as to identify the psychological and behavioral factors underlying the phenomenon of "The Wardah Effect" among Indonesian people. This study uses a descriptive quantitative approach supported by qualitative data. A total of 21 Wardah respondents aged 18 to 27 years old in Kudus were selected as respondents through purposive sampling techniques. Data was collected online using a questionnaire with a Likert scale and open-ended questions. The results showed that three main factors greatly influenced "The Wardah Effect", namely value (halal image and pride in local products), economic efficiency (affordable prices), and ease of access (easy to find). Most respondents felt proud of local products (81.0%), found the prices offered affordable (95.2% agreed), and thought that the products were easy to find (90.5%). Halal imagery is also the most influential component, which provides a sense of security and trust (76.2% fully agree). Promotions and advertisements had an impact on 80.9% of respondents. It was concluded that Wardah's purchase decision was based on three types of rationality, namely economic, cultural, and ideological, as well as social-digital, thus making Wardah a symbol of identity and social values for the younger generation.

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 paper explores the use of Milton's Language Pattern Model in English Language Teaching (ELT) advertisements on Instagram. Drawing upon Ellerton's (2006) Milton Model framework and Searle's (1969) Speech Act Theory, with a specific focus on illocutionary acts, this research aims to identify the types of Milton Model patterns present in these advertisements and analyse how they are utilized to influence potential learners. Qualitative content analysis was applied to 30 ELT advertisements from Indonesian Instagram accounts. The results show that 15 out of 20 Milton Model language patterns have been identified, accumulating 78 instances. There were four patterns that become the most common patterns, which are Universal Quantifier (13%), Pace Current Experience (13%), Presupposition (12%), and Unspecified Verb (12%). The findings of the present study demonstrate that advertisers use of Milton Model language patterns in order to implicitly make claims, develop connections with their audience, and guide the audience to the direction of desired actions. This is accomplished by using vagueness, emotional connection, and assumed truths to enhance the persuasive impact, while also utilizing linguistic functions as assertive and directive illocutionary acts. This research expands a valuable insight by uniquely integrating the analysis of Milton Model language patterns with illocutionary functions as assertive and directive acts and specific advertising objectives, offering a novel, multi-layered framework for understanding digital persuasion in the English Language Teaching (ELT).

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 aims to analyze implementation of digital advertising licensing in Yogyakarta City based on Regional Regulation Number 6 of 2022 and to identify challenges faced in the process. Research employs a normative juridical approach with qualitative methods. Legislative approach examines regulations such as the 1945 Constitution, Law No. 1 of 2024 on Electronic Information and Transactions, Regional Regulation No. 6 of 2022, while the conceptual approach analyzes authority, supervision, legal compliance. Bahan hukum were collected through interviews, observations, document studies, analyzed qualitatively via bahan hukum reduction, narrative presentation, conclusion drawing. The findings indicate digital advertising licensing in Yogyakarta City has a robust legal foundation, but implementation is hindered by low compliance among business actors (31.9% of digital advertisements were unlicensed in 2024), complex procedures, and inadequate coordination among agencies such as DPMPTSP, BPKAD, and Satpol PP. Key challenges include unclear technical regulations, overlapping authorities, limited monitoring technology, and low legal awareness among business actors due to high licensing costs. Study recommends revising Regional Regulation, digitizing licensing system through OSS, strengthening inter-agency coordination, conducting socialization programs to enhance compliance, thereby supporting orderliness, city aesthetics, increased local revenue, legal certainty. These measures can strengthen Yogyakarta’s efficient and harmonious digital advertising governance.

Marketing activities of limited liability companies (LLC) in Indonesia are not merely business strategies but also legal activities that entail juridical consequences. The increasingly complex dynamics of modern marketing, including digital marketing, e-commerce, and the utilization of consumer personal data, demonstrate that marketing activities cannot be separated from business law regulations, whether related to consumer protection, fair competition, electronic information, or personal data protection. Marketing by LLC in Indonesia is regulated by various laws aimed at creating fair, transparent transactions while avoiding practices that could harm consumers. From a business law perspective, marketing in Indonesia, especially within limited liability companies, plays a crucial role in maintaining the smooth operation of businesses that benefit not only the company but also the wider society, including consumers. Marketing activities by LLC must consistently adhere to the principles of law, including consumer protection and the obligation to ensure transparency in every promotional activity or advertisement. This study employs a normative juridical method with both statutory and conceptual approaches. The analysis is conducted qualitatively through systematic and teleological legal interpretation, supported by secondary legal materials such as academic literature and recent scholarly articles on business law and marketing. The findings reveal that marketing activities of limited liability companies are closely intertwined with business law, as all contracts, promotions, and marketing strategies constitute legal acts that must adhere to the principles of honesty, transparency, and fair competition. Revenue growth through effective marketing can only be achieved sustainably if it is designed in accordance with the principles of good corporate governance and legal compliance. Thus, marketing in the perspective of business law functions not only as a commercial tool but also as an instrument for creating legitimate, ethical, and equitable value for both the company and society.