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The COVID-19 pandemic is a disease outbreak that makes almost everyone unable to travel freely, especially in Indonesia. Shopee is one of the marketplaces used in this research. This study aims to analyse the impression of Shopee's brand image moderated by content marketing and its impact on impulsive buying of health products during the current pandemic. Data analysis used IBM SPSS Statistics 26 and involved 119 samples using survey methods and data collection instruments in questionnaires. The implication of this research shows that optimising content marketing techniques across various digital channels is a top priority to boost impulse buying, indirectly also improving brand image. &nbsp

The COVID-19 pandemic is a disease outbreak that makes almost all humans unable to travel freely, especially in Indonesia. Lifebouy and KlikDokter as one of the health products that have strong relevance related to preventive measures for the spread of this virus in Indonesia are the focus of researchers. This study aims to analyze exposure to lifebouy advertisements in building brand awareness of KlikDokter application users during the current pandemic. Data analysis used IBM SPSS Statistics 26 and involved 107 samples using the positivism paradigm, quantitative approach, survey methods, and data collection instruments in the form of questionnaires. The results of this research shows that the significance value is less than 0.05 which indicates that optimizing advertising exposure on various digital channels is a top priority in an effort to encourage user awareness in the use of a health service application.Keywords: advertising exposure; brand awareness; COVID-19; KlikDokter; Lifebuoy, survey.Abstrak Pandemi COVID-19 merupakan wabah penyakit yang membuat hampir seluruh manusia tidak dapat bebas berpergian terutama di Indonesia. Lifebouy dan KlikDokter sebagai salah satu produk kesehatan yang memiliki relevansi kuat terkait upaya preventif penyebaran virus di Indonesia menjadi fokus peneliti. Penelitian ini bertujuan untuk menganalisis terpaan Iklan Lifebouy dalam membangun kesadaran merek pengguna aplikasi KlikDokter di masa pandemi saat ini. Analisis data menggunakan IBM SPSS Statistics 26 dan melibatkan 107 sampel dengan menggunakan paradigma positivisme, pendekatan kuantitatif, metode survei, dan instrumen pengumpulan data berupa kuisioner. Hasil dari penelitian ini menunjukkan bahwa nilai signifikansi lebih kecil dari 0.05 yang menunjukkan bahwa optimalisasi terpaan iklan di berbagai saluran digital menjadi prioritas utama dalam upaya mendorong kesadaran pengguna dalam penggunaan suatu aplikasi layanan kesehatan.Kata Kunci: COVID-19; terpaan iklan; kesadaran merek; KlikDokter; Lifebouy; survei.

Local brands in Indonesia today are growing and competitive and in this competition, various appropriate marketing communication strategies are needed, where this is needed to build attention from potential consumers. One of the local brands from Indonesia is Erigo, a company that has recently been discussed by internet users because one of its marketing strategies is to place advertisements in Time Square, New York. Advertising is one of the digital marketing strategies that serves to attract the attention of potential consumers through information on products and services offered to stick in the minds of consumers. Through a qualitative approach with an interpretive paradigm using Laura R. Oswald's marketing semiotics method, it was found that through the short advertisement "Fireflies", Erigo wanted to show the target audience and their target market, young people or millennials, to have enthusiasm, motivation and belief. high self-esteem in exploring their curiosity, one of which can be done by real action from their energetic nature. This energetic nature becomes an ideology (cultural categories) that Erigo wants to convey to its target market, which are young people who aim to convey an invitation to dare to explore new things to find hope and identity related to exploratory (cultural tensions). Exploratory is meant here is a sense of freedom (emotional territories) where this is necessary for them to inflame the energetic they have.

Content marketing has become an essential part of any social media marketing strategy. However, the effectiveness of a content marketing strategy through social media will be determined by its alignment with the prevailing communication model. This study aims to analyze the communication model that takes place in the marketing of educational content regarding the health of Indonesian women's skin on Instagram @ hi.flawless and determine the effectiveness of the content marketing based on the communication model that occurs. This study uses a qualitative approach with a netnographic method. Data collection methods are through observation and interviews, while data analysis techniques use data reduction, data presentation, and drawing conclusions analysis methods. This research shows that the communication model that occurs is Schramm's interactional communication model which can then be further developed into a multistep non-linear communication model and advanced web communication. The use of Indonesian women's skin health education as content for marketing on Instagram @ hi.flawless is known to be in line with the prevailing and effective communication model to be implemented, seen from the relatively high level of consumer involvement and the increase in sales that have occurred. Keywords: communication model, content marketing, education, social media

English is an essential element in the field of marketing communication. The use of sound and correct language can provide its image for the public to view its brand’s image. The use of foreign language itself is one form of forming a brand image so that the public or potential consumers themselves can see a brand with a more positive image. This study aims to look at the purpose of implementing language choice on the Instagram page of Starbucks Indonesia and Coffee Bean Indonesia in building the brand image of these two global coffee shop brands in Ramadan month and the Eid celebration. This study employs a qualitative approach with an interpretive research paradigm. Laura Oswald’s marketing semiotics is the analytical method used in the current study. This study indicates that Starbucks Indonesia and Coffee Bean Indonesia have different target markets and distinctive brand images. Starbucks Indonesia uses simple words and sentences. Starbucks has a more personal or individual promotion; Coffee Bean Indonesia has a more dynamic approach and has word choices that are immediately related to religion and culture; the image created by Coffee Bean itself is familiar to the Indonesians and their social environment.

Instagram is one of the popular social media companies used as a medium for brand communication. Instagram has a role in reaching the company's target audience more widely and unlimitedly. One company which uses Instagram as a medium in the brand communication strategy is GoKampus. GoKampus is a new application-based company where the target audience is the majority of Instagram users. This research was conducted to discover how GoKampus optimizes Instagram in the form of video content created as an effort to introduce their brand to Instagram users who are their target audiences. This study uses a qualitative content analysis method by analyzing the content on four series of videos on the @gokampusofficial Instagram account. The study focuses on four categories of video content, specifically 1) message content explaining the Instant Approval feature, 2) message content explaining the GoKampus brand identity, 3) written captions, and 4) the number of viewers and comments. The results show that the series of video content having been created was able to create brand awareness of the GoKampus; however, it was not optimal enough in building brand engagement from its followers. Therefore, this can be examined from the small number of comments and the number of viewers.

Woven fabric is a handicraft product that has been passed down through generation. This fabric commonly used as traditional dance costumes at parties or traditional events. Along with the times, the variety of products produced from woven fabrics are keep growing. The interest and awareness of woven fabrics is gradually increasing, which can serve as an opportunity for industry players to highlight their products. This study aims to explore the brand identity of a local product that uses woven cloth as its basic material, namely Noesa. The method used in this research is a case study in qualitative approach with data collection techniques using observation methods, as well as documentation to obtain primary and secondary data. Data analysis techniques were carried out by reduction, presentation and drawing conclusion. The result shows that the strategy implementation through brand identity applied by Noesa is in line with total branding of marketing communication, which include aspects of Noesa's brand, Watobi craftsmen (suppliers), a variety of products in fulfilling the needs of the consuments (competitors) and various network through social media (distribution) in its marketing

This study aims to look at the KPPPA's communication through its regime website in reducing readers about the role of caregiving and the role of control in the family. This study uses the theory of the role of family communication from Beth A. Le Poire. The study was conducted from May to August 2019 using a systematic content analysis method from Berelson. The findings of this study are that KPPPA has produced articles on its official website in a balanced manner regarding the role of caregiving and the role of control in the family, but the KPPPA official website itself has not been able to capture a wide audience. It can be concluded that KPPPA's public relations has been right in producing content regarding family communication.

The holy month of Ramadan is a month that is highly anticipated by the people of Indonesia. We can find various kinds of messages during the Holy Month of Ramadan. This certainly encourages many people to compete to present unique and creative messages, one of which is by using advertising media. One of the food categories that uses television as marketing media is syrup products. They are competing to make an advertisement that is interesting and of course unique so that it can attract the interest of the wider community. In 2017-2020, ABC became one of the syrups that Indonesians are interested in. The advertisement that is currently appearing, namely the ABC syrup ad ‘Berbagi Rasa Kebersamaan Dibulan Ramadhan’ will be examined using John Bateman's multimodal semiotics using interpretive qualitative methods. Through this research, the meaning contained in the advertisement namely concern for fellow family. Therefore, this research can be seen how the ABC syrup advertisement promotes its products as a brand that cares about the moment of Ramadan in the advertisement of Sharing the Feelings of Togetherness in the Month of Ramadan.

The digital payment system had increased rapidly, especially when Corona Virus Disease (COVID-19) entered Indonesia. Increasing technological advances have shifted people's preference towards cashless transaction activities. These days, money is known to have spread viruses such as COVID-19. In order to support the National Economic Recovery program, Bank Indonesia (BI) developed Contactless QRIS, which allows users to make contactless payments with merchants during the COVID-19 pandemic. BI positions its products in the eyes of consumers by using the internet and YouTube social media as a platform that plays a vital role in framing society's paradigm towards a reality, thus influencing people's attitudes. The research problem is aimed to know and analyze the content analysis of advertising "Using Contactless QRIS Practically" on the BI YouTube channel. This study aimed to analyze the content of BI advertising entitled "Using Contactless QRIS Practically." Researchers used Means-End Chain (MEC) Theory. This study used descriptive qualitative research with the content analysis method. The research has shown that based on content analysis, this advertising was persuasive and educative.

Fundraising through digital technology, also known as crowdfunding is an easier, faster and more accurate alternative to donating for modern society. People who use mobile technology are able to always be connected to the internet to carry out various online activities from anywhere, including for fundraising activities. Apart from helping fellow human beings, donating activities can also be carried out as a form of program or activity to care for the environment and to improve the quality of air, land and water. One of them is a crowdfunding activity which is a form of concern from Grab Indonesia to improve air quality by inviting the public and users of Grab services to reduce their carbon footprint through the Carbon Offsetting campaign facilitated by WRI Indonesia and BenihBaik.com. One of the communication media used is the video advertisement “Kurangi Jejak Karbon #LangkahHijau Dengan Menanam Pohon - BenihBaik.com x Grab Indonesia x WRI” on YouTube social media. This article is compiled with a constructivist paradigm with the aim of carrying out a systematic analysis of the meaning contained in video advertisements through the Visual Analysis method by Gillian Rose supported by ten advertising analysis instruments and is based on Erwin Panofsky's Iconography theory. The results of this study indicate that there is a sense of awakening that people's daily lives have the power to destroy the Earth and the environment, but at the same time there are efforts to heal the Earth back into beauty. Key words: awakening, carbon footprint, crowdfunding, hashtag langkah hijau, visual analysis

The COVID-19 pandemic which took place in Indonesia in 2020 was an adverse event for various sectors in the country. This case attracted a high level of public attention. Various companies engaged in carrying out corporate social responsibility activities in helping areas affected by COVID-19, one of which was PT. Sido Muncul. CSR activities help companies to get a positive image and maintain customer loyalty through publicity on the online news portal. The purpose of this research is to describe the contents of the news on the online news portal about corporate social responsibility carried out by PT. Sido Muncul during the COVID-19 pandemic. The results of this paper, will describe in detail the types of news issued to report on CSR carried out by it. the researcher choose to analyze with content analysis method by Wimmer and Dominick, this method including; describe the contents of communication, to know about the characteristics of the message, and to supports the study of the effects of mass media. In gathering information and data, the study used qualitative approach with content analysis methods for 8 news items released by various online news portals during the COVID-19 pandemic, starting from March 2, 2020

Currently the products in television advertisements are always in the spotlight fortelevision lovers. Especially for housewives for their household products. If there is onenew detergent product that has just appeared on television, some of them are incited totry the product. There are also those who are not instigated, because they arecompatible with their old products. The purpose of this research is to look at socialbehavior and conflict towards purchasing decisions of new advertising products ontelevision with housewives as case studies. The research method used in reviewing thisproblem is a survey method with descriptive analysis. While data collection techniqueswith observation, interviews and questionnaires are intended to capture data related tobehavior, social conflict and purchasing decisions. Based on the results of the study,respondents' data is obtained that the level of trust in the products advertised ontelevision is very significant. This can be seen from the value of very trusting 39%, veryconfident 35%, and trust 34%.Keywords: Behavior, Social Conflict and Purchase Decision

The underlying motive for someone to read is an attempt to obtain gratification through the media. According to Denis McQuail, there are four typology motives that are used, namely: motive of information (surveillance), motive of personal identity, patterns of integration and social interaction (personal relationship), and entertainment motive (diversion). This study is based on the uses and gratifications theory by analyzing the motives through pre-test questionnaire as an instrument of gratification sought, then post-test questionnaire to determine the real satisfaction (gratification obtained) towards 100 respondents who are included. Quantitative method is used to prove the hypothesis of the study, in which the McNemar test on nominal data for the same population assesses two different objects show the existence of the gap (discrepancy) between the motives with the satisfaction of the reader. This research does not stop until the analysis of the gap between motives and reader satisfaction, but further study to see comparative advertising in the free tabloids "Surabaya Shopping Media" and "Iklan Pos". Two free tabloids can be juxtaposed in a comparison study, due to the same general specifications owned by both. On the other hand, the difference of these two free tabloids are: representing two different company backgrounds in their establishments (company profile), the ideology of the company, product display, advertiser segmentation, tagline and iconic products. The accumulated data at a sub variable level shows that motive variables and satisfaction with free tabloid “Surabaya Shopping Media” and “Iklan Pos” in this study are defined as an interval scale data, then tested using two sample paired difference test for interval scale data using the short method for t test.