Jurnal Komunikasi dan Bisnis https://jurnal.kwikkiangie.ac.id/index.php/JKB <div class="text-justify"> <div id="openAccessPolicy"> <div class="text-justify"> <div id="openAccessPolicy"> <p>Jurnal Komunikasi dan Bisnis, ISSN <a href="https://portal.issn.org/resource/ISSN/2355-5181" target="_blank" rel="noopener">2355-5181</a> (printed), ISSN <a href="https://portal.issn.org/resource/ISSN/2723-2956" target="_blank" rel="noopener">2723-2956</a> (online) published by Department of Communication Sciences, Institut Bisnis dan Informatika Kwik Kian Gie, Indonesia. First edition published in 2013. In its first edition, this journal published in printed. By the provision of the Ministry of Research, Technology, and Higher Education of the Republic of Indonesia (MoRTHE)- Kemenristek Dikti, it required that every journal that is published by higher education institutions, must be published in the online form. Therefore, in the eighth edition, and afterward, this journal published in a fully online form utilizing the Open Journal System (OJS). Jurnal Komunikasi dan Bisnis is incorporate with Indonesian Communication Sciences Publisher Journal Association (Asosiasi Penerbit Jurnal Ilmu Komunikasi Indonesia (APJIKI)). Jurnal Komunikasi dan Bisnis published twice a year in May and November.</p> <p class="" style="text-align: justify;" data-start="0" data-end="522">Based on the Decree of the Director General of Higher Education, Research, and Technology Number 10/C/C3/DT.05.00/2025 dated March 21, 2025, concerning the Accreditation Ranking of Scientific Journals for the First Period of 2025, the SINTA accreditation status of the <em data-start="269" data-end="287">Jurnal Komunikasi dan Bisnis</em> published by the Research and Community Service Institute (LPPM) of Institut Bisnis dan Informatika Kwik Kian Gie has been upgraded to SINTA 3, effective from Volume 12 Number 1 of 2024 through Volume 16 Number 2 of 2028. (<a href="https://drive.google.com/file/d/1_bCLXOE6pHIe3i8VRAB8jVUpQEC2OFqG/view?usp=sharing" target="_blank" rel="noopener">see Decree</a>)</p> <p>In each edition, Jurnal Komunikasi dan Bisnis has received an article openly. The article will be reviewed by internal and external editors, at least one reviewers who have related expertise with double-blind peer review.</p> <p>Visit also our colleagues published by LPPM Institut Bisnis dan Informatika Kwik Kian Gie: <strong><a href="http://jurnal.kwikkiangie.ac.id/index.php/JA">Jurnal Akuntansi (SINTA 3),</a></strong> <strong><a title="JM" href="http://jurnal.kwikkiangie.ac.id/index.php/JM" target="_blank" rel="noopener">Jurnal Manajemen (SINTA 4)</a><a title="JKB" href="http://jurnal.kwikkiangie.ac.id/index.php/JKB" target="_blank" rel="noopener">, </a><a href="http://jurnal.kwikkiangie.ac.id/index.php/JEP" target="_blank" rel="noopener">Jurnal Ekonomi Perusahaan (SINTA 5)</a>, <a href="http://jurnal.kwikkiangie.ac.id/index.php/JIB" target="_blank" rel="noopener">Jurnal Informatika dan Bisnis (SINTA 5)</a>, <a href="http://jurnal.kwikkiangie.ac.id/index.php/grebuci">GREBUCI</a>, </strong>and <strong><a href="http://jurnal.kwikkiangie.ac.id/index.php/JAB">Jurnal Abdimas</a>.</strong></p> </div> </div> </div> </div> Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie en-US Jurnal Komunikasi dan Bisnis 2355-5181 Audience Meaning of Teenage Life Delinquency Through Euphoria Series as Mass Media Effect https://jurnal.kwikkiangie.ac.id/index.php/JKB/article/view/1387 <p>This research aims to find out the meaning that emerges in the audience about the reality of adolescent life as a result of mass media, in this case, the soap opera Euphoria, which is watched with intense viewing behavior. This study uses a constructivist paradigm and a qualitative approach. This research chooses Generation Z teenagers, aged 18 to 22 years, as subjects. Data collection was carried out by interviewing informants, whose results were compared with semiotic analysis of the Euphoria series as the object of research. data was obtained that informants, as heavy viewers who watch films intensively, find teenage life scary, as depicted in Euphoria. Informants with their own life experiences tend to want to imitate the characters in Euphoria. This illustrates the concept of resonance working in forming the effects of mass media, namely, cognitive and affective. In addition, through the Euphoria series, the media displays the diversity of behavior in the culture of today's teenage life, and informants also show inclusive acceptance of cultural behavior that tends to be considered difficult to accept by the conventional culture of Indonesian society. The conclusion is that the mainstreaming and resonance concepts are discovered in informants, therefore, these two concepts might trigger the mass communication effects that are cognitive, affective, and behavioral in the audience of the show.</p> Alfonso Harrison Theodora Jessica Cecilia Francessa Copyright (c) 2025 Jurnal Komunikasi dan Bisnis https://creativecommons.org/licenses/by-nc-sa/4.0 2025-07-03 2025-07-03 13 1 1 17 10.46806/jkb.v13i1.1387 The Influence of Brand Image and Message in Makeup Tutorial Videos on Cosmetic Purchase Decisions https://jurnal.kwikkiangie.ac.id/index.php/JKB/article/view/1453 <p>One of the sources of cosmetic product information that is easily accessible to consumers is&nbsp; the&nbsp; Youtube video-sharing website. Through Youtube, consumers can find information about cosmetic products through makeup tutorial videos made by <em>beauty teachers</em>. This research discusses the scope of communication in the field of marketing. Using social learning theory, researchers discuss brand image, communication messages, and purchase decisions. The brand image consists of three dimensions, namely <em>favorability of brand association</em>, <em>strength of brand association</em>, and <em>uniqueness of brand association</em>.&nbsp; Communication messages consist of two dimensions, namely verbal messages and non-verbal messages. Meanwhile, the purchase decision consists of five dimensions, namely need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. The object in this study is a female population of DKI Jakarta aged 20 – 34 years. Based on the data processing carried out, the research results obtained the influence of brand image on cosmetic purchase decisions by 43.7% and the influence of messages in makeup tutorial videos on Youtube on cosmetic purchase decisions by 29.8%. Meanwhile, the brand image and the message in the makeup tutorial video on Youtube together can influence the decision to buy cosmetics by 50%. This study led to the conclusion that the brand image and message in makeup tutorial videos on Youtube can partially influence the decision to buy cosmetics significantly. In addition to the brand image and the message in the video tutorial makeup, simultaneously on Youtube can significantly influence the decision to buy cosmetics.</p> Deavvy M.R.Y Johassan Copyright (c) 2025 Jurnal Komunikasi dan Bisnis https://creativecommons.org/licenses/by-nc-sa/4.0 2025-07-03 2025-07-03 13 1 18 33 10.46806/jkb.v13i1.1453 Digital Marketing Strategies among Traditional Healers in Solo and Wonosobo: Engaging Young Audiences https://jurnal.kwikkiangie.ac.id/index.php/JKB/article/view/1393 <p>Traditional healers in Solo and Wonosobo face increasing challenges in engaging young people, despite the widespread use of digital platforms by this demographic. This study explores the adoption of digital marketing strategies by traditional healers to enhance their outreach to youth. Employing a qualitative approach, semi-structured interviews were conducted with healers in both regions to examine their current practices and perceptions regarding digital engagement. The findings reveal that while a few healers, such as Ibu Ani, have effectively utilized platforms like TikTok and Instagram, most still rely heavily on word-of-mouth promotion. Limited use of digital media stems from a lack of technological skills and insufficient content tailored to youth preferences. The study is guided by Uses and Gratifications Theory to understand how young people seek and interact with online health content. The results suggest that to improve engagement, traditional healers should adopt more interactive and youth-oriented digital strategies, including collaboration with influencers and the use of culturally resonant content. These findings offer practical insights for revitalizing traditional medicine in the digital age.</p> Yohanes Langgar Billy Indiwan Seto Wahjuwibowo Kanon Mommsen Wongkar Copyright (c) 2025 Jurnal Komunikasi dan Bisnis https://creativecommons.org/licenses/by-nc-sa/4.0 2025-07-03 2025-07-03 13 1 34 51 10.46806/jkb.v13i1.1393 The Influence of Toko Kopi Tuku's Marketing Communication on the Purchase Intentions of Generations Y and Z https://jurnal.kwikkiangie.ac.id/index.php/JKB/article/view/1349 <p>Coffee is now inseparable from the lives of Indonesian people, making national coffee production increase to 756.1 thousand tons by 2023. More and more coffee shops with new concepts make competition tighter, so marketing communication is needed to win the competition. One of the well-known coffee shops in Indonesia is Toko Kopi Tuku. Effective marketing is the key to attracting consumer attention and increasing purchase interest. However, there are challenges in understanding the differences in consumer characteristics between generations Y and Z. Generation Y values a balance of product quality and value, and tends to be loyal to brands that offer added value and consistent quality. Generation Z seeks unique, personalized, authentic experiences, and is more critical and independent in making purchasing decisions. These differences demand the right marketing communication strategy to attract both segments. This study aims to find out the effect of Toko Kopi Tuku's marketing communication on generation Y and Z's purchase intention. The study used a quantitative approach with a population of 169,789 Instagram followers @tokokopituku and a sample of 100 people. Purposive sampling is used with the criteria that respondents are Generation Y or Z, know, and have bought Tuku Coffee Shop. The results showed that Marketing Communication had a positive effect in a moderate level on the Purchase Intention variable (Y), which was 56.8%. The remaining 43.2% is influenced by other variables outside this study.</p> Timothy Nathaniel Sarah Samaria Copyright (c) 2025 Jurnal Komunikasi dan Bisnis https://creativecommons.org/licenses/by-nc-sa/4.0 2025-07-08 2025-07-08 13 1 52 65 10.46806/jkb.v13i1.1349 The Influence of Work Discipline and Leadership Style on Employee Performance Through Work Effectiveness https://jurnal.kwikkiangie.ac.id/index.php/JKB/article/view/1271 <p>This research aims to analyze the influence of work discipline and leadership style on employee performance through work effectiveness. Research was conducted on employees of PT. Elektrindo Sarana Abadi. The sampling technique used saturated sampling with a total of 60 respondents. The research uses Structural Equation Modeling (SEM) using smartPLS 4.0. The research results show that work discipline has a positive and significant influence on work effectiveness. Leadership style has no effect on work effectiveness. Work discipline has a significant positive effect on employee performance. Leadership style has no effect on employee performance. Work effectiveness has a positive and significant influence on employee performance. Work discipline influences employee performance through work effectiveness. Leadership style does not affect employee performance through work effectiveness.</p> Franklin Benedick Hendratmoko Hendratmoko Elisabeth Vita Mutiarawati Copyright (c) 2025 Jurnal Komunikasi dan Bisnis https://creativecommons.org/licenses/by-nc-sa/4.0 2025-07-23 2025-07-23 13 1 66 77 10.46806/jkb.v13i1.1271 Corporate Identity, Reputation, And Satisfaction as Determinants of Student Study Persistence (Case in One Private University) https://jurnal.kwikkiangie.ac.id/index.php/JKB/article/view/1532 <p>This study aims to analyze the impact of corporate identity on student retention and satisfaction at the one of private university in North Jakarta, with corporate reputation serving as a mediating variable. The research framework is based on the Information Integration Theory and Behavior Change Theory as applied frameworks. Swails’ model is useful for explaining the process of student resilience and illustrating the balance between students' internal resources and the institutional support provided by the university This study employs an explanatory survey approach, aiming to understand the reasons for a condition or the factors influencing an event. The population of this study was all new undergraduate students entering the undergraduate program in a private university in North Jakarta. The findings reveal that corporate identity has a direct but modest influence on student retention. it is recommended that private universities continue to improve the quality of their human resources, both in terms of services (including teaching) and facilities However, corporate identity significantly affects corporate reputation. Additionally, corporate identity influences student satisfaction. Corporate reputation strongly affects student satisfaction and also contributes to student retention. Lastly, student satisfaction moderately impacts student retention.</p> Imam Nuraryo Copyright (c) 2025 Jurnal Komunikasi dan Bisnis https://creativecommons.org/licenses/by-nc-sa/4.0 2025-09-10 2025-09-10 13 1 78 92 10.46806/jkb.v13i1.1532