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"Di Era ini, banyak perusahaan dari perusahaan yang sudah beroperasi dan perusahaan startup mencoba untuk mengkombinasikan tema yang unik pada iklannya yang kemudian disebar melalui platform social media seperti facebook, youtube dan Instagram. Salah satu tujuan  dalam mengambil strategi ini adalah untuk mengharapkan iklan tersebut akan menjadi viral, meningkatkan perhatian, menarik pengunjung yang baru dan mengembangkan intensi untuk membeli produk secara positif.Sebuah studi menemukan tema nostalgia pada iklan (ads) mempunyai hubungan yang positf kepada, sikap terhadap iklan. Sehingga, dengan mengacu hal ini, studi akan membangun model untuk menemukan efek dan hubungan dari iklan bertema nostalgia terhadap, sikap terhadap iklan, sikap terhadap brand, intensi untuk menviralkan dan intensi untuk membeli produk. Model tersebut kemudian diuji dengan mengumpulkan data dari beragam responden dengan kriteria, responden  yang tinggal di Jakarta, mempunyai usia kerja (18-64  tahun) dan masih tidak menggunakan produk dan layanan dari apa yang diiklankan. Selanjtunya, responden akan dibimbing untuk melihat iklan bertama nostalgia dan mngisi kuestioner berdasarkan efek yang terjadi setelah melihat iklan. Dari  studi ini, peneliti menemukan tema nostalgia pada iklan (ads) mempunyai hubungan yang positf kepada, sikap terhadap iklan, sikap terhadap brand, intensi untuk menviralkan dan intensi untuk membeli produk. Dengan penemuan ini, peneliti berharap dapat membantu menyediakan pandangan yang bermnfaat bagi para pekerja yang terlibat di bidang marketing dan biro jasa periklanan untuk membantu mereka  dalam menentukan  konten pada iklan berikutnya.

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Nowadays, many companies from existing companies and start-up try to attempt for combining an unique theme into their advertisement through social media platforms such as Facebook, YouTube.com and Instagram. One of their purpose to attempt this strategy is to expecting become viral and increasing the awareness, attract a new viewers, and develop a positive  intention to purchase of their products. A previous study found that nostalgic theme in advertisement (ads) has positive relationship with the attitude toward the ads. Thus, this present study builds a model to find the effect and relationship of the nostalgic theme in advertisement to attitude toward the ad, attitude toward the brand, purchase-intention and viral-intention. The model was tested by collecting data from respondents, the criteria for respondents are, who lives in Jakarta, has working age from ( 18-64 years old), and they still not use the advertised product. Then the next process is guiding them to watch the selected nostalgic theme in advertisement and the last process is filling the questionnaire form which the purpose is to observing the effect after watching the advertise. The findings demonstrate the nostalgic advertising have positively significant to attitude toward the ad. The study also found there is positive relationship between attitude-toward-ad, attitude-toward-brand, viral-intentions and purchase-intention. With this findings, it provide insightful implications for marketers and advertisers to help them for determining the content theme for their further advertising."

"Fenomena penggunaan dompet elektronik semakin berkembang dengan didukungnya Gerakan Nasional Non Tunai oleh Pemerintah. Skripsi ini membahas salah satu penyelenggara m-wallet yaitu m-wallet OVO dengan batasan studi pada konsumen wanita berusia 17 tahun keatas di area JABODETABEK, skripsi ini membahas bagaimana pengaruh Information Quality dan Self-Efficacy mempengaruhi intention penggunaan kembali m-wallet OVO dengan dimediasi Perceived Ease of Use, Perceived Usefulness dan Attitude. Model penelitian ini diadaptasi berdasarkan Technology Acceptance Model (TAM) dan Information System (IS). Penelitian dilakukan dengan menggunkaan desain penelitian deskriptif dengan metode kuantitatif cross sectional, dan pengambilan sampel metode non-probability sampling dengan menyebarkan kuisioner online ke 412 responden wanita. Teknik analisis data dalam penelitian ini menggunakan metode Structural Equation Model (SEM) dan dalam penelitian ini ditemukan bahwa Perceived Usefulness dan Attitude berpengaruh secara langsung terhadap Intention untuk menggunakan kembali m-wallet OVO.

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The phenomenon of using electronic wallets is growing with the support of the Governments Non-Cash National Movement. This study discusses one of the m-wallet organizers namely m-wallet OVO with the limitation of studies on 17-year-old female consumers and above in the JABODETABEK area, this study discusses how the effects of Information Quality and Self-Efficacy influence the Intention to reuse OVO m-wallet mediated by Perceived Ease of Use, Perceived Usefulness and Attitude. This research model was adapted based on the Technology Acceptance Model (TAM) and Information System (IS). The study was conducted using descriptive research design with a cross sectional quantitative method, and sampling non-probability sampling method by distributing online questionnaires to 412 female respondents. The data analysis technique in this study used the Structural Equation Model (SEM) method and in this study it was found that Perceived Usefulness and Attitude directly affected Intention to reuse OVO m-wallet."

"Persaingan industri minuman di Indonesia sangat ketat karena tingginya tingkat konsumsi produk siap minum, khususnya soft drink. Oleh karena itu, perusahaan berupaya memasarkan produknya lewat media televisi. Hambatan yang perusahaan hadapi adalah biaya periklanan yang tinggi dan perbedaan respon masyarakat Indonesia, khususnya generasi Y dan Z terhadap iklan tersebut. Hal ini mendorong perusahaan untuk menampilkan iklan yang inovatif dan kreatif, dengan berupaya untuk membuat iklan dengan metode pencarian ide iklan yang berbeda. Oleh karena itu, perlu diketahui bagaimana pengaruh iklan tersebut pada masyarakat. Metode yang digunakan dalam penelitian ini adalah Structural Equation Modeling SEM dan kuesioner Positive and Negative Affect Scale PANAS . Berdasarkan penelitian yang telah dilakukan, ada beberapa variabel yang berpengaruh maupun tidak berpengaruh terhadap masyarakat generasi Y dan generasi Z.

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The competition of beverage industry in Indonesia is very high because of the high level of consumption of ready to drink products, especially soft drinks. Therefore, the company needs to promote its products through television media. But, there are problems that faced by company, there are high advertising costs and differences response of Indonesian's society, especially Y and Z generations to those ads. This encourages company to makes innovative and creative advertising, by creating ads with different idea generation methods. So, it is important to know how the influence of these ads on society. Methods that used in this research are Structural Equation Modeling SEM , and Positive and Negative Affect Scale PANAS questionnaire. Based on the research that has been done, there are several variables that have an effect and do not affect to the Y generation and Z generation."

"Penelitian ini membahas mengenai pengaruh pemasaran viral Burger King Indonesia terhadap niat pembelian konsumen. Di bulan November tahun 2020, Burger King Indonesia viral di media sosial akibat ajakannya untuk membeli produk dari perusahaan pesaing. Hal ini disebabkan oleh turunnya daya beli masyarakat akibat Pandemi Covid-19. Selain itu, kehadiran Pandemi Covid-19 juga menyebabkan industry makanan dan minuman mengalami penurunan keuntungan bahkan mencapai kerugian. Pemasaran Burger King Indonesia juga dilakukan untuk menyelamatkan karyawan dari PHK akibat penurunan penjualan selama pandemi berlangsung. Beberapa pakar marketing mengatakan bahwa apa yang dilakukan oleh Burger King Indonesia tidak berpengaruh terhadap penjualan. Padahal, penelitian sebelumnya menyatakan terdapat pengaruh langsung antara pemasaran viral terhadpa niat pembelian konsumen. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh pemasaran viral terhadap niat pembelian konsumen. Penelitian ini menggunakan pendekatan kuantitatif. Kuesioner disebarkan secara daring kepada pengguna media sosial yang mengetahui pemasaran viral Burger King Indonesia di DKI Jakarta. Data dianalisis dengan menggunakan analisis regresi linear sederhana. Hasil penelitian menunjukkan bahwa pemasaran viral berpengaruh signifikan dan positif terhadap niat pembelian konsumen. Penelitian ini merekomendasikan penggunaan “Informasi Terkait Pemasaran Viral Burger King Indonesia Tersedia di Internet” sebagai indikator keberhasilan pemasaran viral Burger King Indonesia.

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This study discussed the effect of Burger King's viral marketing on consumer purchase intentions. In November 2020, Burger King Indonesia went viral on social media due to its suggestion to buy products from a competitor. Burger King's viral marketing happens because of the Pandemic Covid-19 that affected the companies and its competitor. Its campaign is about saving employees from laying off due to decreased sales during the pandemic. Some marketing experts say that Burger King Indonesia's viral marketing does not affect sales. Previous research stated that there was a direct influence between viral marketing and consumer purchase intentions. Therefore, this study aims to analyze the effect of viral marketing on consumer purchase intentions. This study uses a quantitative approach. The questionnaire was distributed online to people who understand Burger King Indonesia's viral marketing through social media in DKI Jakarta. Data on this research is analyzed using simple linear regression. The results showed that viral marketing had a significant and positive effect on consumer purchase intentions. This research recommends Burger King Indonesia to use "The Information About Burger King Indonesia's Viral Marketing Are Available On The Internet" as the indicator to see whether Burger King Indonesia's Viral Marketing success or not."

"Penelitian ini bertujuan untuk mengetahui pengaruh dari Batasan privasi dari iklan yang dipersonalisasi dengan menggunakan teori Communication Privacy Management yaitu Information Co-Ownership, Personification, Internal Data Source, dan Advertisement Embarrassment kepada sikap terhadap iklan dan niat konsumen untuk membeli produk tersebut dalam lingkungan social media. Sampel yang digunakan dalam penelitian ini merupakan pengguna aplikasi sosial media Instagram. Penelitian ini menggunakan Partial Least Square Structural Equation Modelling (PLS-SEM) dalam mengolah data. Hasil dari penelitian ini menunjukkan bahwa Purchase Intention dipengaruhi oleh sikap konsumen terhadap iklan yang dipengaruhi Kembali oleh Information Co-Ownership, Personification dan pengaruh negatif dari Internal Data Source. Dari penelitian ini dapat disimpulkan bahwa ada pengaruh yang terjadi dari Batasan privasi yang dibuat oleh konsumen terhadap Purchase Intention. Semakin tinggi Privasi yang dirasakan oleh konsumen, semakin tinggi juga probabilitas untuk Purchase Intention.

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This study aims to understand the effect of privacy boundaries of personalized advertisement by using the theory of Communication Privacy Management which is Information Co-Ownership, Personification, Internal Data Source, and Advertisement Embarrassment to the Attitude towards the Advertisement and the Purchase Intention of the Consumers in the Social Media landscape. The sample that is used in this study is the people who are actively using Instagram. This study is using Partial Least Square Structural Equation Modelling (PLS-SEM) in processing the data. The result of this study shows that Purchase Intention is affected by the attitude towards the advertisement which is also affected by Information Co-Ownership, Personification and also negative relation with Internal Data Source. From this study it can be concluded that there are significant effect from the privacy boundary that the consumers created towards the Purchase Intention, The higher the perceived privacy by the consumers, the higher the probability of the consumers having a higher Intention to Purchase the product."

"Product placement or brand placement describes the integration of a product or a brand into a film, televised series, and other types of entertainment programming for promotional purposes. Product placement, as a variant of sponsorship, encompasses hybrid forms of promotion within mediated entertainment that share on main feature: the promotional intent is not made explicit but is ostensibly presented as a part of the dramatic entertainment. Little academic research to date has been conducted to study consumer attitude toward product placement in the form of webisode branded entertainment and their impact to advertisement attitude, brand image and purchase intention. Previous research regarding attitude towards product placement has shown that several antecedents were involved in shaping the brand attitude and purchase intention, including attitude towards the actor, attitude towards the character, attitude towards the movie, fit between the actor and brand, fit between character and brand and fit between movie and brand.Tropicana Slim Stevia marketing strategy that integrates webisode as a form of branded entertainment and traditional advertisement create potential research for this topic. The research used survey method in this research to investigate the attitude antecedents that form brand attitude and purchase intention in an integrated marketing campaign that involves product placement (in form of webisode) and traditional advertising (in form of television advertisement). The research analyzed the primary data gathered using structural equation modeling (SEM) to investigate the relationships that may or may not happen from the proposed research model. The result of this research shows that attitude towards product placement has the highest influence on brand attitude, while attitude towards character has very high influence on attitude towards advertisement. There is also a positive relationship found between attitude towards webisode and television advertisement, proving the impact of webisode in shaping consumer advertisement attitude in a digital and traditional media convergence."

"TikTok mewakili bentuk baru teknologi komunikasi pemasaran karena fitur dan atributnya. Berdasarkan Elaboration Likelihood Model dan konsep relevansi diri, penelitian ini mengeksplorasi dampak personalization yang dirasakan dan authenticity konten TikTok pada kenyamanan yang dirasakan, viral behavior intentions dan niat beli. Hasil penelitian menunjukkan bahwa personalization konten TikTok berhubungan negatif dengan kenyamanan yang dirasakan dan authenticitiy konten TikTok berhubungan positif dengan kenyamanan yang dirasakan. Secara keseluruhan, hasil penelitian ini memberikan wawasan baru dan implikasi praktis baik bagi pembuat konten maupun pengiklan.

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TikTok represents a new form of marketing communication technology due to its features and attributes. Drawing on the Elaboration Likelihood Model and the concept of self-relevance, the present study explores the impact of perceived personalization and auhenticity of TikTok content on perceived convenience, viral behavioral intentions and purchase intention. The results show that the personalization of TikTok content is negatively related to perceived convenience and authenticity of TikTok content is positively related to perceived convenience. Overall, the results of this study provide new insights and practical implications for both content creator and advertiser sides."

"Penelitian ini bertujuan untuk mengetahui variabel yang berpengaruh positif secara signifikan pada respon konsumen terhadap suatu iklan yang terdapat di suatu website dan mengambil studi kasus iklan Pizza Hut di website detik.com. Penelitian ini menggunakan desain penelitian eksploratif dan deskriptif yang dilakukan satu kali dalam satu periode (cross sectional design).Peneliti menggunakan sampel 198 orang yang pernah melihat iklan Pizza Hut pada bulan November 2012 dengan metode nonprobability sampling. Metode analisis data yang digunakan adalah uji reliabilitas, validitas, dan analisis regresi. IBM SPSS Statistics 15.0 digunakan sebagai alat bantu penelitian. Hasil penelitian ini menunjukkan bahwa adanya pengaruh positif yang signifikan antara cognitive response terhadap website attitude, cognitive response terhadap brand attitude, cognitive response terhadap purchase intention, website attitude terhadap brand attitude, dan brand attitude terhadap purchase intention. Selain itu, tidak terdapat pengaruh positif antara affective response terhadap website attitude, affective response terhadap brand attitude dan affective response terhadap purchase intention meskipun terdapat pengaruh yang signifikan.

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This study aims to know positively variable influence significantly on consumer response against an advertising websites and take a case study advertising Pzza Hut at detik.com website. This research uses exploratory and descriptive design research conducted one time in one period (cross sectional design). Researcher uses sample of 198 people who have seen the advertising Pizza Hut at detik.com website in November 2012 using nonprobability sampling method. Data analysis methods used are frequency distribution, reliability test, validity test, and regression analysis. IBM SPSS Statistics 15.0 used as a research tools.

The results of this study indicate that there is a significant positive influence between cognitive response to the website attitude, cognitive response to the brand attitude, cognitive response to purchase intention, website attitude to the brand attitude, and brand attitude to the purchase intention. Whereas, there was no positive influence of affective response to the website attitude, affective response to the brand attitude, and affective response to the purchase intention although there is a significant influence."

"Private label merupakan sebuah merek yang dikelola sendiri oleh peritel. Dalam lingkungan ritel, penilaian pelanggan terhadap produk private label seringkali dikaitkan dengan store image dari toko ritel tersebut. Penelitian ini meneliti pengaruh store image terhadap purchase intention produk private label. Penelitian ini menggunakan pendekatan kuantitatif, di mana data dan informasi dikumpulksan melalui survei dengan alat bantu kuisioner dan studi kepustakaan. Sampel dalam penelitian ini adalah 100 pengunjung Sephora Kota Kasablanka yang merupakan wanita yang berdomisili di Jakarta dan pernah melakukan pembelian selain produk private label di Sephora Kota Kasablanka setidaknya satu kali dalam tiga bulan terakhir. Penentuan sampel dilakukan dengan menggunakan teknik non-probability dengan convenience sampling. Teknik analisis data yang digunakan adalah analisis regresi linier sederhana menggunakan SPSS 20. Hasil penelitian menunjukkan bahwa store image memiliki pengaruh terhadap purchase intention produk private label.

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Private label is a brand managed by a retailer. In a retail environment, customer evaluation on private label product often associated with the store image of a retailer. This study aims to research the effect of store image towards purchase intention of private label product. This research used a quantitative approach, where data and information were collected through survey with the tools of questionnaire and bibliographical studies. The sample of this study were 100 visitors of Sephora Kota Kasablanka which were women reside in Jakarta and have purchased other than private label product at least once in the last three months at Sephora Kota Kasablanka before. The samples were selected using non probability methods with convenience sampling. Analysis technique of the data used is simple linear regression using SPSS 20. The result indicated that store image affects purchase intention of private label products."