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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.

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.

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.

Abstract. The advancement of broadcasting technology has driven the demand for reliable and efficient automation systems, particularly in managing the transition from broadcast content to advertisement segments. In this context, the present study proposes the application of the Single Tone Trigger (STT) method as an automatic triggering mechanism to systematically regulate content switching. This method utilizes a single-frequency audio signal embedded within the primary broadcast, which can be detected by the receiving system. The detection of this signal initiates an automatic content transition without requiring intervention from playout operators. A key advantage of this approach lies in its ease of integration with conventional broadcasting systems and its ability to reduce manual involvement that has traditionally been essential in broadcast content management. Through a series of tests, the system demonstrated high signal detection accuracy, low latency, and optimal operational reliability. These findings indicate that the Single Tone Trigger method can significantly enhance workflow efficiency within the broadcasting industry. Overall, this approach presents substantial potential for broad implementation as an automation solution that is not only stable and cost-effective, but also adaptive to the operational demands of modern broadcasting.   Keywords: Automatic Transition, Broadcast Automation, Single Tone Trigger (STT).

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 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.

Advertising not only serves as a promotional tool, but also reflects corporate social responsibility. This research aims to analyze the relationship between marketing strategy and the application of ethics in advertising, using a descriptive qualitative approach. Tokopedia's “Selalu Ada Selalu Bisa” campaign was used as the main case study to examine ethical communication practices in advertising. The results show that advertisements that emphasize honesty, transparency, and social empathy are able to build consumer trust, strengthen brand image, and increase loyalty. Conversely, misleading advertisements or exploitation of vulnerable groups can damage reputation and public trust. In the fast-paced digital era, a mix of formal regulation and self-regulation is important to maintain the ethics of marketing communications. This study concludes that ethics is not an obstacle to creativity, but rather a strategic foundation that strengthens business sustainability and long-term relationships with society.