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"Iklan media sosial merupakan strategi promosi yang memberikan peluang bagi pemasar untuk menciptkan dan memperkuat ikatan antara perusahaan dengan konsumen muslim, terutama disaat Ramadhan dan Idul Fitri. Grab merupakan salah satu perusahaan yang mengeluarkan iklan saat Ramadhan dan Idul Fitri di media sosial YouTube. Persepsi konsumen terhadap iklan media sosial sangat penting bagi perusahaan untuk mengevaluasi iklan yang ditayangkan. Persepsi tersebut dapat dilihat melalui faktor-faktor yang terdapat pada nilai iklan. Penelitian ini bertujuan untuk mengetahui pengaruh faktor-faktor nilai iklan yaitu informativeness, entertainment, dan credibility terhadap sikap konsumen muslim dan tanggapan perilaku konsumen muslim terhadap iklan media sosial. Survei daring dilakukan kepada konsumen Muslim Indonesia yang pernah melihat iklan Grab edisi Ramadhan dan Idul Fitri di YouTube. Analisis data pada penelitian ini menggunakan software SPSS dan Lisrel dengan metode pengolahan data Structural Equation Modelling (SEM) untuk menguji variable pada penelitian terhadap 177 responden. Hasil penelitian menunjukkan bahwa terdapat hubungan yang signifikan antara entertainment dan credibility terhadap nilai iklan media sosial, sedangkan hubungan antara informativeness terhadap nilai iklan tidak signifikan. Hubungan signifikan juga terdapat pada sikap konsumen pada iklan media sosial terhadap tanggapan perilaku konsumen. Selain itu peran moderasi dari reputasi perusahaan tidak berpengaruh.

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Social media advertising is a promotional strategy that provides opportunities for marketers to create and strengthen bonds between companies and Muslim consumers, especially during Ramadan and Eid. Grab is one of the companies that issue advertisements during Ramadan and Eid on YouTube social media. Consumer perception of social media advertising is very important for companies to evaluate the advertisements that are displayed. This perception can be seen through the factors contained in the advertising value. This study aims to determine the effect of advertising value factors, namely informativeness, entertainment, and credibility on Muslim consumer attitudes and Muslim consumer behavior responses to social media advertising. An online survey was conducted on Indonesian Muslim consumers who had seen the Ramadan and Eid edition Grab ads on YouTube. Data analysis in this study used SPSS and Lisrel software with Structural Equation Modeling (SEM) data processing methods to test variables in the study of 177 respondents. The results showed that there was a significant relationship between entertainment and credibility on the value of social media advertising, while the relationship between informativeness and advertising value was not significant. A significant relationship is also found in consumer attitudes on social media advertising on consumer behavioral responses. In addition, the moderating role of the company's reputation has no effect."

"ABSTRAKTesis ini membahas bagaimana pengaruh product placement smartphoneSamsung Galaxy SIII, pada serial drama Korea yang berjudul “To The BeautifulYou”. Penelitian ini adalah penelitian kuantitatif dengan desain deskriptif. Hasilpenelitian ini menunjukkan bahwa brand awareness dan attitude toward dramatidak berpengaruh signifikan terhadap attitude toward brand/product, sedangkanattitude toward actor dan attitude toward product placement berpengaruhsignifikan terhadap attitude toward brand/product. attitude toward actor danattitude toward brand/product berpengaruh terhadap purchase intention. Hasilpenelitian ini menyarankan marketer agar mampu memilih endorser yang tepatuntuk menggunakan produknya dalam product placement yang ditampilkan dalamsebuah serial drama, karena aktor memiliki pengaruh yang cukup tinggi baikterhadap attitude toward brand/product, maupun purchase intention.

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ABSTRACTThis study focused on the effect of Samsung Galaxy SIII smartphone productplacement, in Korean drama series entitled "To The Beautiful You". This researchis descriptive quantitative research design. The results of this study showed thatbrand awareness and attitude toward drama have insignificant effect on attitudetoward the brand / product, while the attitude toward the actor and attitude towardproduct placement significantly influence the attitude toward the brand / product.Attitude toward actors and attitude toward brand/product significantly influencepurchase intention. The results of this study suggest that marketers have to choosethe right endorser to use the product in product placement featured in a dramaseries, because the actor has a high enough influence both on attitude toward thebrand / product, and purchase intention."

"Tesis ini membahas mengenai perencanaan penggunaan media promosi dalam meningkatkan kesadaran dan minat beli konsumen, dengan melakukan kegiatan business coaching. Penelitian ini dilakukan dengan pengambilan data secarakualitatif, yaitu dengan melakukan wawancara, observasi dan survey kepada Lauren Collection sebagai pemilik dari merek Reward. Hasil wawancara mendalam dengan pemilik kemudian diolah dengan menggunakan internal analisis dan eksternal analisis, seperti STP, SWOT, VRIO, model canvas, marketing mix, paretos five forces analysis, GAP analysis, fishbone, serta pareto analysis. Hasil olahan tersebut akan menjadi dasar analisis dalam menyelesaikan permasalahan yang dihadapi oleh Reward. Penggunaan media promosi digunakan untuk dapat menyelesaikan permasalahan yang ada serta memberikan nilai yang baru terhadap Reward.

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This thesis discusses the planning of using promotional media to increase consumer awareness and buying interest, by conducting business coaching activities. This research was conducted with qualitative data collection, namely by conducting interviews, observation and surveys to Lauren Collection as the owner of the Reward brand. The results of in-depth interviews with the owners were then processed using internal analysis and external analysis, such as STP, SWOT, VRIO, canvas models, marketing mix, pareto five forces analysis, GAP analysis, fishbone, and pareto analysis. The processed products will be the basis of analysis in solving problems faced by Rewards. The use of promotional media is used to be able to solve existing problems and provide new values to Rewards."

"ABSTRAKTujuan dari penelitian ini adalah untuk melihat faktor-faktor yang dapat mendorong konsumen untuk menyampaikan electronic word of mouth pada restoran Union, Loewy, dan Skye. Variabel yang di uji pada penelitian ini di antaranya self-relevant value reflected appraisal of self, conspicuous value dan self-image congruence dan restaurant relevant value restaurant quality dan price fairness dengan variabel moderasi opinion leadership. Data diperoleh dari penyebaran kuesioner kepada 445 responden, pria dan wanita dengan rentang usia 17 ndash; 35 tahun, yang pernah mengunjungi restoran tersebut. Analisis data pada penelitian ini menggunakan Statistical Package for the Social Sciences SPSS 22 , dengan metode regresi berganda. Hasil penelitian ini menunjukan bahwa terdapat pengaruh positif secara langsung pada variabel self-relevant value reflected appraisal of self, conspicuous value dan self-image congruence terhadap electronic word of mouth sedangkan, pada variabel restaurant relevant value restaurant quality dan price fairness terbukti tidak memiliki pengaruh terhadap electronic word of mouth. Hasil penelitian ini membuktikan variabel opinion leadership tidak memoderasi kelima variabel independen terhadap electronic word of mouth.

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ABSTRACTThe purpose of this is to examine the factors wich drive consumer to spread Ewom on Union, Loewy, and Skye. The variables tested in this study are selfrelevant value reflected appraisal of self, conspicuous value and self image congruence and restaurant relevant value restaurant quality and price fairness also opinion leadership as moderating variable. The data is collected using questionnaire to 445 respondents, man and woman from 17 to 35 years old. Who have visited the restaurant mentioned. The data in this research is run by Statistical Package for the Social Sciences SPSS 22 with multiple regression method. The result shows that there is a direct positive influence on self relevant value reflected appraisal of self, conspicuous value and self image congruence towards electronic word of mouth meanwhile restaurant relevant value restaurant quality and price fairness is proven having no influence on electronic word of mouth. This research is also proven that opinion leadership has no moderating effect on all independent variable toward electronic word of mouth."

"ABSTRAKBerjaraknya kerja mesin politik dengan rakyat memunculkan realitas baru yaitu mesin informasi melalui berita, iklan, survei, dan konsultan politik dengan tumpuan citra dan media massa. Dalam pencitraan, empat tahap berupa representasi, manipulasi, simulasi, hingga hiperrealitas digunakan di mana penanda (signifier) menggantikan petanda (signified). Dalam kondisi kepercayaan publik tinggi, upaya pencitraan lebih mudah berterima. Namun, ketika terjadi defisit kepercayaan, citra yang dibangun justru meruntuhkan. Citra yang dibangun dan terbukti manipulatif ketika hadir makna baru (konotasi kedua) justru meruntuhkan. Penelitian dengan teori Baudrillard ini hendak membongkar pencitraan Partai Demokrat di Pemilu 2009 dan 2014. Perkembangan media baru memampukan pembongkaran ini, bahkan oleh individu.

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ABSTRAKThe distance between political machine with people led to a new reality: information machine through news, advertising, surveys, and political consultant with the foundation of image and media. Representation, manipulation, simulation, until hyperreality is used to make signifier replaces signified. Under conditions of high public trust, effort of imaging can be easier. However, when there is a deficit of trust, it is undermining the image is built. The image is constructed and proved to be manipulative when present new meanings (connotations) it is undermining. With Baudrillard's theory of hyperreality, this research focus on Democrats in the 2009 elections and 2014. Development of new media enable the demolition, even by individuals."