Jurnal Komunikasi dan Bisnis

The Influence of Personal Branding on Business Communications in the Digital Era

2025-10-22T07:12:41+00:00

The rapid advancement of digital technology has reshaped communication practices in the business sector, making personal branding an essential strategy for effective business communication on social media. This study examines the influence of personal branding on business communication in the digital era, focusing on students who actively use TikTok and Instagram. Using a quantitative approach, data were collected through an online questionnaire from students of the Islamic Communication and Broadcasting Study Program at Muhammadiyah University of Yogyakarta (academic years 2023–2024). Data were analyzed using simple linear regression with SPSS. The results indicate that personal branding has a significant effect on business communication (p = 0.020; R² = 0.179), explaining 17.9% of communication effectiveness, while the remainder is influenced by other factors. The findings highlight that uniqueness, relevance, and consistency in personal branding enhance credibility, audience trust, and business competitiveness in digital environments. Despite being limited to students and two social media platforms, this study emphasizes personal branding as a strategic communication tool for building effective and sustainable digital business relationships.

The Meaning of the Term “Gus” in the Case of Gus Miftah: A Peircean Semiotic Analysis

2025-10-22T07:11:33+00:00

Miftah Maulana Habiburrahman, widely known as Gus Miftah, is a preacher and the leader of the Ora Aji Islamic Boarding School in Sleman, Yogyakarta. A viral video in which he mocked an iced tea seller using the word “goblok” sparked public backlash and raised questions regarding his use of the honorific title “Gus.” This study aims to analyze the meaning of the word Gus attached to Miftah using Charles Sanders Peirce’s semiotic framework. Employing a qualitative method through literature review and historical texts, the study explores the genealogical claims linking Miftah to Kiai Ageng Muhammad Hasan Besari. Using Peirce’s triadic model—Representamen, Object, and Interpretant—the findings indicate that Miftah functions as the object, Gus as the representamen, and the interpretant refers to a lineage of prominent kiai figures affiliated with Nahdlatul Ulama (NU), used as personal branding. However, based on available records and family statements, Miftah has no blood relation to Kiai Ageng Besari and does not descend from any NU kiai lineage, casting public doubt on his claim to the Gus title. The study urges the public to critically assess religious figures' claims to noble lineage and suggests further research into the genealogy of Kiai Ageng Besari, given gaps in available records since the 1960s.

The Effect of Perceived Organizational Support on Employee Engagement and Turnover Intention: The Mediating Role of Organizational Commitment

2025-12-22T01:01:50+00:00

Previous studies have reported inconsistent findings regarding the role of organizational commitment in explaining the relationship between perceived organizational support, employee engagement, and turnover intention, particularly in public service organizations. This study examines the influence of perceived organizational support on employee engagement and turnover intention at the Yogyakarta Central Post Office, while testing organizational commitment as a mediating variable. A quantitative survey was conducted with 50 respondents, and the data were analyzed using Partial Least Squares (PLS). The results show that perceived organizational support has a significant positive effect on employee engagement and organizational commitment, and a significant negative effect on turnover intention. However, the bootstrapping results for the indirect paths indicate that organizational commitment does not significantly mediate the relationship between perceived organizational support and either employee engagement or turnover intention, so the mediation hypothesis is not supported. These findings indicate that perceived organizational support plays a direct role in enhancing employee engagement and reducing turnover intention, while suggesting that other factors such as job satisfaction, intrinsic motivation, and leadership style may also influence employees’ decisions to remain with or leave the organization.

Artificial Intelligence Applications and Learning Interest: A Case of Communication Science Students

2025-12-30T07:10:03+00:00

The increasing use of Artificial Intelligence (AI) in higher education has brought notable changes to the way learning activities are designed and experienced, particularly through more interactive and individualized learning approaches. From a theoretical standpoint, AI-supported learning environments are assumed to foster greater student engagement and stimulate interest in the learning process. This study aims to investigate the influence of AI application usage on the learning interest of Communication Science students at a private university in Bandung. A quantitative research approach with an explanatory survey design was applied in this study. Data were obtained from 97 students through a structured online questionnaire and analyzed using simple linear regression techniques. The results show that AI application usage has a positive and statistically significant effect on students’ learning interest. Students who engage more frequently with AI-based tools tend to demonstrate higher levels of attention, enthusiasm, and inclination toward learning activities supported by AI. From a theoretical perspective, these findings contribute to the body of knowledge on technology-enhanced learning by reinforcing the role of AI in shaping students’ learning interests. From a practical perspective, the findings indicate that the thoughtful integration of AI-based tools into instructional practices can enhance student engagement and motivation to learn.

Host Quality and Interactivity: Consumer Engagement’s Mediation in Shopee Live Purchase Intention among Jabodetabek Consumers

2026-01-13T07:23:22+00:00

As consumer purchasing behaviour rapidly shifts toward online channels, live commerce has emerged as a critical marketing strategy, necessitating the investigation of its core purchase drivers. This explanatory study analyzed how host quality and platform interactivity influence consumer purchase intention, utilizing consumer engagement as a mediating psychological mechanism. The research focused on urban Millennial (1981–1996) and Gen Z (1997–2012) users residing in Jabodetabek who utilize the dominant Shopee Live platform. Data were gathered via an online quantitative survey from 166 qualified consumers and analyzed using the Partial Least Squares Structural Equation Modeling (PLS–SEM) method. Findings confirmed that both host quality and interactivity positively and significantly predicted engagement. Notably, interactivity demonstrated a significant direct influence on purchase intent, whereas host quality did not show a direct effect. Consequently, engagement served as a full mediator for the host quality–purchase intention link, and a partial mediator for the interactivity–purchase intention relationship. This validates the Stimulus–Organism–Response (S–O–R) framework, confirming that host attributes and platform features (S) enhance engagement (O), which is the essential bridge driving purchasing behaviour (R). Practically, these results guide e-commerce platforms and merchants to prioritize host training and interactive feature development to maximize engagement-driven conversion.