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"ABSTRAKPenelitian ini menganalisis kasus evaluasi atas strategi televisi multiplatform yang dijalankan oleh NET. menggunakan teori Industrial Organization dengan model analisa Market Structure, Conduct dan Performance. Perangkat ini membedah bagaimana aplikasi strategi multiplatform dijalankan oleh NET. Strategi multiplatform semula dilakukan untuk mengadaptasi perubahan cara masyarakat dalam mengonsumsi media, namun akhirnya tak lagi dioptimalkan karena krisis keuangan yang melanda NET. Hasil temuan menunjukkan bahwa dalam menganalisis struktur pasar multiplatform, selain struktur pasar televisi juga semestinya mempertimbangkan struktur pasar digital. Hal ini disebabkan strategi multiplatform melibatkan distribusi produk melalui pasar televisi dan pasar digital. Implikasinya produk yang dihasilkan juga harus menyesuaikan dengan kompetitor dan tipe khalayak dari dua pasar yang berbeda.

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ABSTRACTThis study analyzes the case evaluation of a multiplatform television strategy run by NET. using Industrial Organization theory with Market Structure, Conduct and Performance analysis models. This tool dissects how multiplatform strategy applications are run by NET. The multiplatform strategy was initially carried out to adapt the changes in the way people consume media, but ultimately it was no longer optimized due to the financial crisis that hit NET. The findings show that in analyzing the multiplatform market structure, besides the television market structure it should also consider the structure of the digital market. This is due to the multiplatform strategy involving the distribution of products through the television market and digital market. The implication is that the resulting product must also adapt to competitors and the type of audience from two different markets."

"Di era digital ini, sebagian besar aspek kehidupan manusia sangat terbantu dengan berbagai teknologi, termasuk media sosial. Sebagai platform media sosial terkini, TikTok telah menjadi fenomena global dengan salah satu popularitas tertinggi di kalangan pengguna media sosial. Meskipun perkembangan ini memberikan berbagai manfaat bagi kehidupan manusia, namun juga diiringi dengan dampak buruk yang dapat merugikan penggunanya. Oleh karena itu, penting untuk dilakukan kajian yang lebih mendalam untuk memahami hal ini lebih lanjut. Penelitian ini menyelidiki hubungan antara konsumsi TikTok dengan materialisme dan kepuasan tubuh. Pengumpulan data dilakukan melalui penyebaran survei online terhadap sampel sebanyak 381 peserta. Hasil penelitian menunjukkan adanya hubungan linier positif yang signifikan antara konsumsi TikTok dengan materialisme, dan hubungan linier negatif yang signifikan antara konsumsi TikTok dengan kepuasan tubuh. Hasil yang diperoleh dari penelitian ini memberikan informasi tentang dampak buruk yang mungkin timbul melalui hubungan konsumsi TikTok dengan kepuasan tubuh dan materialisme. Dengan demikian, memberikan individu kesempatan untuk memanfaatkan pengetahuan ini untuk mencegah dampak buruk yang terjadi pada mereka.

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In this digital era, most aspects of human life are greatly assisted by various technologies, including social media. As the most recent social media platform, TikTok has been a global phenomenon with one of the highest popularity among social media users. Although this development offers various advantages for human life, it is also accompanied by detrimental effects that could harm its users. Thus, it is crucial for a deeper study to be conducted to comprehend this matter further. This study investigated the relationship between TikTok consumption with materialism and body satisfaction. The data was gathered through online survey dissemination to a convenience sample of 381 participants from the community. The results showed a significant positive linear relationship between TikTok consumption and materialism and a significant negative linear relationship between TikTok consumption and body satisfaction. The results obtained from this study provide information about the deleterious effect that may come through the relationship of TikTok consumption with body satisfaction and materialism. Thus, providing individuals with an opportunity to utilize this knowledge to prevent pernicious effects from occurring to them."

"A group with strong digital marketing knowledge is essential given the dynamic nature of the marketing industry. The use of the AIDA (Attention, Interest, Desire, Action) and AISAS (Action, Interest, Search, Action, Share) framework to do evaluation for media tactics for seasonal marketing campaigns is examined in this internship report. The author obtained practical experience in offering input on media tactics for promoting blenders and rice cookers while working at PT EJA Homelife Indonesia. Understanding how important internet channels are to modern marketing, the internship concentrated on evaluating media platforms' efficacy. Because the main goal of the internship is to evaluate media strategies for seasonal promotions, especially during Ramadan, the AIDA and AISAS framework stood out as a pertinent theoretical lens. Through this internship, the author was able to find out how the AIDA and AISAS model promotes user involvement at different levels of cognition, affect, and action. This thesis tries to show how important the AIDA and AISAS framework is to maximizing the impact of marketing campaigns, particularly during seasonal peak seasons.

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Dunia pemasaran yang dinamis menuntut tim dengan pengetahuan pemasaran digital yang kuat. Laporan magang ini mengkaji penggunaan kerangka AIDA (Attention, Interest, Desire, Action) dan AISAS (Action, Interest, Search, Action, Share) untuk mengevaluasi taktik media dalam kampanye pemasaran musiman. Penulis memperoleh pengalaman praktis dalam memberikan masukan pada taktik media untuk mempromosikan blender dan penanak nasi saat bekerja di PT EJA Homelife Indonesia. Memahami pentingnya saluran internet dalam pemasaran modern, magang ini berfokus pada evaluasi efektivitas platform media. Mengingat tujuan utama magang adalah mengevaluasi strategi media untuk promosi musiman, khususnya selama Ramadan, maka kerangka AIDA dan AISAS menjadi landasan teori yang relevan. Melalui magang ini, penulis dapat mengetahui bagaimana model AIDA dan AISAS mendorong keterlibatan pengguna di berbagai tingkat kognisi, afektif, dan tindakan. Penelitian ini berusaha menunjukkan betapa pentingnya kerangka AIDA dan AISAS dalam memaksimalkan dampak kampanye pemasaran, terutama selama musim puncak penjualan."

"Experiential marketing merupakan strategi pemasaran yang melibatkan panca indra manusia. Dampak dari strategi experiential marketing dapat berupa kepuasan pelanggan. Pelanggan yang merasa puas memiliki minat beli kembali di waktu mendatang. Penelitian ini bertujuan untuk menganalisis pengaruh experiential marketing yang diterapkan Nusa Gastronomy terhadap repurchase intention pelanggan Nusa Gastronomy melalui customer satisfaction. Penelitian ini menggunakan pendekatan kuantitatif dan analisis multivariat dengan analisis jalur untuk menguji hubungan tidak langsung antara variabel experiential marketing terhadap repurchase intention melalui customer satisfaction sebagai mediator. Hasil penelitian ini menunjukkan implementasi experiential marketing memiliki pengaruh yang signifikan terhadap repurchase intention melalui customer satisfaction.

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Experiential marketing is a marketing strategy that involves all five human senses. The impact of experiential marketing strategy can be customer satisfaction. Satisfied customers tend to plan future repurchase intention. The aim of this research was to analyze the impact of experiential marketing which has been implemented by Nusa Gastronomy towards customer's repurchase intention through customer satisfaction.

This research used quantitative research and multivariate analysis with path analysis to determine the indirect effect of experiential marketing towards repurchase intention through customer satisfaction. The results showed that experiential marketing had significant effect towards repurchase intention through customer satisfaction."

"Summary; How to compete in the right space for greater profitability and growth. The Internet, mobile technology, the ubiquity of information and the availability of big data have dramatically increased the speed and impact of success and failure. Companies today know that they must be competitive, but precisely where, and more importantly how, to compete is not always easy to identify--until now. Compete Smarter, Not Harder explains how to prioritize market opportunities so that a company?s strengths in one area can be leveraged across multiple markets. Using cutting-edge academic research and extensive industry practice, author William Putsis outlines the strategic decisions needed to determine which space provides the best margins, overall profitability, and growth potential."