Hasil Pencarian  ::  Simpan CSV :: Kembali

"Tujuan utama dari skripsi ini adalah untuk mengetahui pengaruh iklan dengan jenis native advertising terhadap consumer attitude dan purchasing behavior. Native Advertising yang dimaksud merupakan iklan yang ditampilkan melalui media sosial YouTube. Data dari penelitian ini dikumpulkan dari kuesioner yang disebarkan kepada responden yang menggnakan aplikasi YouTube selama 6 bulan terakhir dan diolah dengan software IBM SPSS 24 Statistics untuk pretest, serta LISREL 8.51 untuk main test. Penemuan dari penelitian ini adalah bahwa Attitude Toward Native Advertising (ATSA) berpengaruh terhadap Purchasing Intention.

---

The main objective of this paper is to determine the influence of Native Advertising towards Consumer Behavior and Purchasing Behavior. Native advertising is a commercial that placed in social media, YouTube. Data from this study was collected from a questionnaire distributed to YouTube users for the past 6 months and processed with IBM SPSS 24 Statistics software for the pretest, and LISREL 8.51 for main test. The finding of this study indicates that Attitude Toward Native Advertising are influenced Purchasing Intention."

"[ABSTRAKTesis ini membahas pengaruh overall advertising involvement yang merupakansecond order latent construct yang dibentuk oleh message involvement, mediainvolvement, dan creative involvement terhadap brand attitude serta dampaknyaterhadap consumer behavior. Dalam penelitian ini, terdapat dua studi, yakni studiterhadap iklan pada majalah elektronik, dan studi terhadap iklan pada tayangantelevisi. Penelitian ini adalah penelitian kuantitatif dengan jenis penelitianpreexperimental one-shot case study dengan metode survei. Hasil penelitiansecara umum menunjukkan bahwa terdapat pengaruh antara overall advertisinginvolvement terhadap brand attitude serta consumer behavior. Disarankan untukmelaksanakan penelitian lanjutan untuk meneliti dengan iklan video yangdurasinya tidak terlalu lama sehingga perhatian responden dapat lebih terfokusdari sejak awal sampai akhir penayangan iklan.

---

ABSTRACTThis thesis discusses the effect of overall advertising involvement ? which is thesecond order latent construct that is formed by message involvement, mediainvolvement, and creative involvement ? on brand attitude and its impact onconsumer behavior. There are two studies in this research. The first study focuseson an advertisement on an e-magazine, and the second one focuses on anadvertisement on a television. This is a quantitative and preexperimental one-shotcase study research with survey method. The result shows that overall advertisinginvolvement gives effect to brand attitude and consumer behavior. Based on thisresult, it is suggested that future research observe more on the shorter videoadvertising so that respondents can stay focused on the advertisement.;This thesis discusses the effect of overall advertising involvement ? which is thesecond order latent construct that is formed by message involvement, mediainvolvement, and creative involvement ? on brand attitude and its impact onconsumer behavior. There are two studies in this research. The first study focuseson an advertisement on an e-magazine, and the second one focuses on anadvertisement on a television. This is a quantitative and preexperimental one-shotcase study research with survey method. The result shows that overall advertisinginvolvement gives effect to brand attitude and consumer behavior. Based on thisresult, it is suggested that future research observe more on the shorter videoadvertising so that respondents can stay focused on the advertisement.;This thesis discusses the effect of overall advertising involvement – which is thesecond order latent construct that is formed by message involvement, mediainvolvement, and creative involvement – on brand attitude and its impact onconsumer behavior. There are two studies in this research. The first study focuseson an advertisement on an e-magazine, and the second one focuses on anadvertisement on a television. This is a quantitative and preexperimental one-shotcase study research with survey method. The result shows that overall advertisinginvolvement gives effect to brand attitude and consumer behavior. Based on thisresult, it is suggested that future research observe more on the shorter videoadvertising so that respondents can stay focused on the advertisement., This thesis discusses the effect of overall advertising involvement – which is thesecond order latent construct that is formed by message involvement, mediainvolvement, and creative involvement – on brand attitude and its impact onconsumer behavior. There are two studies in this research. The first study focuseson an advertisement on an e-magazine, and the second one focuses on anadvertisement on a television. This is a quantitative and preexperimental one-shotcase study research with survey method. The result shows that overall advertisinginvolvement gives effect to brand attitude and consumer behavior. Based on thisresult, it is suggested that future research observe more on the shorter videoadvertising so that respondents can stay focused on the advertisement.]"

"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.

---

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."

"Tesis ini membahas hubungan international celebrity endorser dalam iklan dan brand credibility maskapai penerbangan Garuda Indonesia terhadap keputusan pembelian jasa oleh konsumen. Penelitian ini adalah penelitian kuantitatif dengan desain eksplanatif, responden adalah karyawan stasiun televisi MNC TV berjenis kelamin pria dan wanita, yang berusia 20-64 tahun, dengan jumlah sampel yaitu 121 orang. Metode analisa data dilakukan dengan analisa statistik deskriptif dan analisa Structural Equation Modelling (SEM) untuk membuktikan hipotesis dalam penelitian ini.Hasil penelitian menunjukkan bahwa expertise merupakan dimensi yang paling dominan dalam membentuk variabel celebrity endorser ; brand trustworthiness merupakan dimensi yang paling dominan dalam membentuk variabel brand credibility ; probable merupakan dimensi yang paling dominan dalam membentuk variabel keputusan pembelian ; dan terdapat pengaruh antara international celebrity endorser dan brand credibility Garuda Indonesia terhadap keputusan pembelian oleh konsumen.

---

This thesis disscusses about relationship between international celebrity endorser and brand credibility of Garuda Indonesia Airlines towards purchasing decision by consumer. This research use quantitative explanatory design, respondent are employee of television station, MNC TV with man and woman gender, 20-64 years, total respondent 121 persons. Data analysis method are descriptive statistical analysis and Structural Equation Modelling (SEM) to prove hypothesizing in this research.

Result from research are: expertise is dominant dimension that forms international celebrity endorser's credibility ; brand trustworthiness is dominant dimension that forms brand credibility ; probable is dominant dimension that forms purchasing decision ; and there is relationship which significant positive between international celebrity endorser and brand credibility of Garuda Indonesia Airlines towards purchasing decision by consumer."

"Tujuan dilakukannya penelitian ini adalah untuk menguji apakah variabel entertainment, informativeness, irritation, credibility, personalization memiliki pengaruh terhadap variabel attitude dan berdampak pada intention to use dari konsumen provider selular Telkomsel, Indosat, dan XL. Jumlah responden yang bersedia untuk mengisi kuisioner dari penelitian ini sebanyak 130 responden. Data penelitian dianalisa dengan menggunakan analisis regresi sederhana dan regresi berganda. Hasil penelitian ini menunjukkan bahwa variabel entertainment, informativeness, irritation, credibility, dan personalization berpengaruh terhadap variabel attitude, dan variabel attitude berpengaruh terhadap variabel intention to use.

---

The purpose of this study is to verify whether 5 variables; entertainment, informativeness, irritation, credibility, and personalization, have effect to attitude variable and effect to intention to use Mobile Advertising of Telkomsel, Indosat, and XL cellular provider consumer. The number of respondents who are willing to fill the questionnaire of this study is 130 respondents. The data of this study is analyzed with Simple Regression and Multiple Regression Analysis methods. The output of this study shows that 5 variables; entertainment, informativeness, irritation, credibility, personalization, have effect towards attitude variable, and attitude variable has effect to intention variable."

"Fenomena Facebook dan penggunaan iklannya telah menjadi suatu hal yang krusial bagi para marketer di berbagai penjuru saat ini. Penelitian ini memiliki tujuan untuk mengetahui pengaruh terpaan facebook advertising terhadap consumer purchase intention yang terdapat di Sociolla. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan teknik pengumpulan data kuesioner. Hasil penelitian ini menunjukan bahwa facebook advertising memiliki pengaruh yang signifikan terhadap purchase intention di Sociolla dan dimensi information entertainment dari variabel facebook advertising memiliki pengaruh yang paling kuat terhadap purchase intention di Sociolla.

---

Phenomenon of Facebook and implication of its online advertising has gained enormous importance for marketers in todays world. The objective of this research is to analyze whether facebook advertising has impact on consumer purchase intention in Sociolla. This research uses quantitative approach with quesionnaire as data collecting technique. The result of this study proved that facebook advertising has significant influence on consumerpurchase intention in Sociolla, and the most highest influence from variabel facebook advertising on purchase intention in Sociolla is information entertaiment."

"Attitude toward advertising atau sikap terhadap iklan merupakan kecenderungan untuk merespons terhadap stimulus iklan dalam situasi paparan tertentu. Dalam sikap terhadap iklan, terdapat beberapa faktor yang berkontribusi, yaitu informatif, kredibilitas, hedonis, serta baik untuk ekonomi. Penelaahan ini bertujuan untuk menyoroti sikap konsumen terhadap iklan dari suatu produk yang diiklankan. Metode penelitian yang digunakan merupakan suatu studi literatur pada jurnal `The Determinants of Consumers` Attitude Towards Advertising`. Hasil penelaahan ini memperoleh kesimpulan yaitu kredibilitas, informatif, hedonis, serta baik untuk ekonomi dapat mempengaruhi simultan sikap konsumen terhadap iklan. Kredibilitas mempengaruhi sikap konsumen terhadap iklan, namun tidak signifikan. Berbeda halnya dengan informatif yang memiliki pengaruh signifikan kepada sikap konsumen terhadap iklan. Selain informatif, hedonis juga memiliki dampak kepada sikap konsumen terhadap iklan. Dari faktor hedonis, hiburan dalam iklan merupakan hal penting karena iklan yang menyenangkan dan menghibur cenderung melekat di benak audiens, dan karenanya berhasil menyampaikan pesan-pesan iklan. Sedangkan baik untuk ekonomi menyatakan bahwa dengan adanya iklan juga dapat memberitahu terkait kondisi pasar.

---

Attitude toward advertising is a tendency to respond to advertising stimulus in a particular exposure of a situation. In the attitude towards advertising, there are several participating factors, namely informative, credibility, hedonism, and good for the economy. This research aims to underline the consumers` attitudes toward the advertisements of an advertised product. The research method used is a literature study of the journal `The Determinants of Consumers` Attitude Towards Advertising`. The results of this study infers that credibility, informative, hedonism, and good for the economy can influence consumers` simultaneous attitude towards advertising. Credibility do sway consumer attitudes toward advertising, not significantly, however. Dissimilar to being informative which has a noteworthy influence on consumer`s attitudes towards advertising. Besides being informative, hedonism also impacts consumer`s attitudes towards advertising. From the hedonic factor, entertainment is an important point because advertisements that are fun and entertaining tend to stay in the minds of the audience, thus successfully deliver the advertising messages. Meanwhile, for the good of the economy states that the presence of advertisements can also inform market conditions."

"Perkembangan industri halal secara global sangat menjanjikan. Perkembangan tersebut dapat dirasakan bagi Indonesia sebagai negara dengan penduduk Muslim terbesar di dunia. Media memegang peran penting terhadap perkembangan industri halal terutama dengan adanya perkembangan media sosial yang sangat cepat dan luas. Salah satu kelompok pengguna media sosial tersebut adalah Gen M. Gen M merupakan kelompok milenial muslim yang memiliki karakteristik melek akan teknologi, berdaya juang, muda, dan modern. Berdasarkan perkembangan pengguna media sosial dari tahun ke tahun yang terus meningkat tentu memberikan peluang baru dan besar bagi banyak industry termasuk industri fesyen yang didalamnya termasuk industri modest fesyen. Perusahaan pada industri telah merubah cara pemasaran mereka dengan lebih berfokus melakukan pemasaran menggunakan platform di media sosial. Penelitian ini akan menganalisis bagaimana pengaruh social media advertising terhadap perilaku pembelian konsumen Muslim terutama bagi Gen M. Penelitian ini juga akan memeriksa apakah terdapat efek moderasi brand image terhadap variable penelitian. Penelitian ini akan menggabungkan Partial Least Squares Structural Equation Model (PLS-SEM) dengan model S-O-R. Survei dilakukan terhadap 253 responden dengan menggunakan metode self-administered questioner. Hasil dari penelitian ini menunjukan bahwa aspek hiburan, kredibilitas, ease of use, dan konten dalam social media advertising dapat mempengaruhi brand image dan juga perilaku pembelian konsumen Gen M secara positif dan signifikan. Ditemukan juga bahwa Brand Image dapat memoderasi pengaruh hiburan, ease of use, dan konten social media advertising terhadap consumer buying behavior Gen M.

---

The development of the global halal industry is very promising. This development can be felt for Indonesia as a country with the largest Muslim population in the world. The media plays an important role in the development of the halal industry, especially with the rapid and widespread development of social media. One group of social media users is Gen M. Gen M is a Muslim millennial group who has the characteristics of being literate in technology, fighting spirit, young, and modern. Based on the development of social media users from year to year, which continues to increase, it certainly provides new and great opportunities for many industries, including the fashion industry, which includes the simple fashion industry. Companies in the industry have changed their way of marketing by focusing more on marketing using platforms on social media. This study will analyze how social media advertising influences the buying behavior of Muslim consumers, especially for Gen M. This study will also examine whether there is a moderating effect of brand image on research variables. This research will combine the Partial Least Squares Structural Equation Model (PLS-SEM) with the S-O-R model. The survey was conducted on 253 respondents using a self-administered questioner method. The results of this study show that aspects of entertainment, credibility, ease of use, and content in social media advertising can positively and significantly influence brand image and buying behavior of Gen M consumers. It was also found that brand image can moderate the effect of entertainment, ease of use, and social media advertising content on Gen M consumer buying behavior."

"Penelitian ini bertujuan untuk mengetahui pengaruh aktivitas di media sosial, iklan, serta promosi penjualan terhadap dimensi-dimensi brand equity pada low-involvement product dengan studi kasus brand kosmetik dan personal care yaitu Wardah. Sampel pada penelitian ini adalah pengguna produk dari brand Wardah dalam 3 tiga bulan terakhir dan pernah mengakses social media dari Wardah. Data diolah dengan menggunakan metode Structural Equation Modelling SEM . Hasil dari penelitian menunjukkan bahwa social media marketing activities berpegaruh positif terhadap brand awareness dan brand loyalty. Perceived advertising spend berpengaruh positif terhadap brand awareness dan berpengaruh negatif terhadap brand loyalty. Attitude towards the advertisement berpengaruh positif pada brand awareness. Monetary sales promotion berpengaruh positif pada brand association dan perceived quality. Sedangkan non-monetary sales promotion tidak berpengaruh apapun terhadap dimensi-dimensi brand equity. Pada penelitian ini juga ditemukan hubungan memediasi dari brand awareness dan perceived quality terhadap hubungan antara social media marketing activities dan brand loyalty. Hubungan dari dimensi-dimensi brand equity juga ditemukan berpengaruh positif satu sama lainnya.

---

This study aims to analyze the effect of social media marketing activities, advertising, and sales promotion towards the dimensions of brand equity in low involvement product with case study of cosmetic and personal care brand that is Wardah. Samples in this study are the consumers of Wardah within 3 three months and ever accessed Wardah social media. The data was processed using Structural Equation Modeling SEM . Results from the study showed that social media marketing activities have a positive effect to brand awareness and brand loyalty. Perceived advertising spend has a positive effect on brand awareness and have a negative effect on brand loyalty. Attitude towards the advertisement have a positive effect on brand awareness. Monetary sales promotion have a positive effect t on the brand association and perceived quality. Whereas non monetary sales promotion does not have any effect on the dimensions of brand equity. This study also found a mediating effect of brand awareness and perceived quality on the relationship between social media marketing activities and brand loyalty. A positive effect of the dimensions of brand equity on one another also found in this study. "