https://journal.president.ac.id/index.php/expose <p><strong>Expose: Jurnal Ilmu Komunikasi</strong> (ISSN <a href="http://www.issn.lipi.go.id/issn.cgi?daftar&amp;1524018517&amp;476&amp;&amp;">2620-8105</a>; E-ISSN <a href="http://www.issn.lipi.go.id/issn.cgi?daftar&amp;1524019049&amp;1&amp;&amp;" target="_blank" rel="noopener">2621-0304)</a> is an accredited biannual peer-reviewed journal published by President University. It is accredited <a href="https://sinta.kemdikbud.go.id/journals/detail/?id=5959" target="_blank" rel="noopener">SINTA 4</a> valid for five years up to April 2026.</p> <p><strong>Expose: Jurnal Ilmu Komunikasi</strong> has a scope relevant and related (but not limited) to Communication, Media, and Cultural Studies; Journalism; Political Communication; Public Relations; Marketing Communication; Advertising; Organizational Communication; Social Media Management; Communication Management; and Communication Technology.</p> <p>IMPORTANT: Before you submit a manuscript, make sure that your paper is prepared using <strong><a href="https://drive.google.com/file/d/1r08xOgeZTHxEjTI205B3iY5wZDziCkWM/view?usp=sharing" target="_blank" rel="noopener">Template for Submission</a>, </strong>has been proofread and polished carefully, and adheres to the <strong>Author Guidelines</strong>.</p> President University en-US Expose: Jurnal Ilmu Komunikasi 2621-0304 <h4 class="b-header" data-v-02ee162d="">Attribution-NonCommercial 4.0 International</h4> <p class="license-full-description body-big" data-v-02ee162d="">This license requires that reusers give credit to the creator. It allows reusers to distribute, remix, adapt, and build upon the material in any medium or format, for noncommercial purposes only.</p> <section class="items-description" data-v-02ee162d=""> <ul> <li class="license-list-item by" data-v-02ee162d=""><span class="readable-string" data-v-02ee162d=""><span data-v-02ee162d=""><strong data-v-02ee162d="">BY:</strong> Credit must be given to you, the creator.</span></span></li> <li class="license-list-item nc" data-v-02ee162d=""><span class="readable-string" data-v-02ee162d=""><span data-v-02ee162d=""><strong data-v-02ee162d="">NC:</strong> Only noncommercial use of your work is permitted.</span></span><span class="description-caption caption" data-v-02ee162d="">Noncommercial means not primarily intended for or directed towards commercial advantage or monetary compensation.</span></li> </ul> </section> <div data-v-02ee162d=""><a class="license-deed-link" href="http://creativecommons.org/licenses/by-nc/4.0/?ref=chooser-v1" target="_blank" rel="noopener noreferrer" data-v-02ee162d="">See the License Deed</a></div> https://journal.president.ac.id/index.php/expose/article/view/131 <p><em>Interactive marketing communication plays a crucial role in the modern digital era, helping businesses enhance their sales performance.</em> <em>As Purnama et al's research has shown, </em>(Paramita Purnama et al., 2019)<em> interactive marketing is found in the use of the internet which has interactivity, where the interactivity uses direct responses or interactions, whether individually, organizationally or in groups, but this study looks at the influence of sales interactions through the Shopee application in live interaction on purchase decisions. The limitation of this research is to dissect the interaction by audio visual in the context of live sales. &nbsp;Consumer engagement in sales is the extent to which consumers are cognitively, emotionally, and behaviorally involved in the process of purchasing a product or service. This theory emphasizes that the higher consumer engagement, the greater the influence on purchasing decisions </em><em>(Aulia &amp; Harto, 2024)</em><em>. This study aims to examine</em><em> the influence of interactive marketing communication through live streaming on consumers’ buying interest in products on Shopee e-commerce, specifically within the Bekasi Jaya Indah residential area. A quantitative method was employed. The population of this study includes residents of RT11 RW10 in Bekasi Jaya Indah who have watched or purchased products through Shopee Live in 2023. The sampling technique used was non-probability sampling with a purposive sampling approach, involving 71 respondents. Data were analyzed using validity, reliability, normality, and linearity tests, along with simple linear regression, t-test (partial test), correlation coefficient (R), and coefficient of determination (R²), conducted with SPSS version 26. The findings show that the t-count value (8.876) exceeds the t-table value (1.667), and the significance value is below 0.05 (0.000 &lt; 0.05). These results indicate that interactive marketing communication has a positive and significant effect on buying interest.</em></p> Reni Novia Dede Sulaeman Achmad Kurniawan Hady Zuhdy Selehulano Sindi Rahayu Regita Airani Dewi Jumrayyis Maulani Copyright (c) 2025 Reni Novia, Dede Sulaeman, Achmad Kurniawan, Hady Zuhdy Selehulano, Sindi Rahayu, Regita Airani Dewi, Jumrayyis Maulani https://creativecommons.org/licenses/by-nc/4.0 2025-06-21 2025-06-21 8 1 https://journal.president.ac.id/index.php/expose/article/view/127 <p>Penelitian ini mengeksplorasi strategi komunikasi persuasif yang diterapkan oleh kader Kelurahan Kedaung Wetan dalam upaya meningkatkan motivasi masyarakat untuk peduli terhadap lingkungan. Latar belakang penelitian ini adalah rendahnya kesadaran masyarakat terhadap pentingnya menjaga kebersihan lingkungan, yang diperparah oleh masalah penumpukan sampah dan minimnya penghijauan. Dengan menggunakan pendekatan <em>Elaboration Likelihood Model</em> (ELM), penelitian ini bertujuan untuk memahami bagaimana komunikasi persuasif dapat mempengaruhi perubahan sikap dan perilaku masyarakat. Metode penelitian yang digunakan adalah studi kasus dengan observasi dan wawancara sebagai instrumen pengumpulan data. Hasil penelitian menunjukkan bahwa persuadee mengelaborasi pesan penyuluhan melalui rute <em>central</em>. Hal ini diindikasikan melalui penyampaian informasi penting dan argumentasi yang disampaikan oleh kader kelurahan Kedaung Wetan sehingga masyarakat mengalami perubahan sikap yang permanen dan bisa memulai sanitasi lingkungan rumahnya. Penelitian ini menyimpulkan bahwa strategi komunikasi yang terstruktur dan mendalam dapat mengubah sikap masyarakat serta meningkatkan keterlibatan dalam kesadaran menjaga lingkungan. Temuan ini diharapkan dapat menjadi dasar bagi <em>Elaboration Likelihood Model</em> untuk pengembangan strategi komunikasi persuasif yang lebih efektif dalam konteks peningkatan kesadaran lingkungan di masyarakat.</p> Sandra Olifia Fikri Azis Copyright (c) 2025 Sandra Olifia, Fikri Azis https://creativecommons.org/licenses/by-nc/4.0 2025-06-14 2025-06-14 8 1