Hasil Pencarian  ::  Simpan CSV :: Kembali

"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.

---

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."

"ABSTRAKPenelitian ini bertujuan untuk mengetahui bagaimana elemen-elemen movie marketing mix dalam suatu film Avengers: Infinity War people, feature, script, price, promotion, dan distribution) dan frekuensi kehadiran dalam kegiatan seni atau budaya (attendance) dapat mempengaruhi keinginan penonton untuk menonton film tersebut dan melakukan electronic word of mouth. Selain itu penelitian ini juga ingin mengetahui apakah karakter kepribadian extraversion mempengaruhi seseorang dalam melakukan electronic word of mouth. Pengolahan data dilakukan menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukan bahwa variabel people dan script memiliki pengaruh positif terhadap purchase intention. Frekuensi attendance tidak berpengaruh terhadap purchase intention. Selanjutnya purchase intention dan karakter kepribadian extraversion berpengaruh secara positif terhadap electronic word of mouth.

---

ABSTRACTThis study aims to find out how the elements of movie marketing mix in Avengers: Infinity War movie (people, feature, script, price, promotion, and distribution) can affect the audiences intention to watch movies (purchase intention), as well as the impact of their intention to watch movies (purchase intention) on electronic word of mouth (EWOM). In addition, this study also wants to find out whether the frequency of attendance in art or cultural activities (attendance) can affect the audiences intention to watch movies (purchase intention) and dimension between elements of movie marketing mix and purchase intention. The character of extraversion personality traits was also tested for its effect on electronic word of mouth (EWOM). This research was conducted on one specific movie object, which is Avengers: Infinity War. Data processing is done by using Structural Equation Modeling (SEM). The results showed that people and script have a positive effect to purchase intention. Attendance does not have effect to purchase intention. Furthermore, purchase intention and extraversion personality traits have positive effect to electronic word of mouth."

"Wardah merupakan produk kosmetik yang berhasil menjadi pelopor kosmetik yang membentuk positioning Islamic brand sebagai strategi dalam menghadapi persaingannya di industri kosmetik. Disini, khalayak turut menentukan keberhasilan dari positioning yang dibentuk Wardah. Penelitian ini menggunakan teori pemahaman yang didukung konsep IMC untuk memahami pemahaman khalayak dalam konsumsi teks iklan Wardah. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma post-positivis dan teknik analisis tematik. Target dalam penelitian ini ialah wanita dewasa awal pengguna kosmetik Wardah. Hasil penelitian ini menunjukkan bahwa pemahaman khalayak mengenai penyampaian pesan dalam iklan Wardah di media tidak hanya menekankan aspek religiusitasnya, akan tetapi juga terdapat pengaruh dari segi keunggulan kualitas serta konsep Halal pada produk Wardah.

---

Wardah is the cosmetic product which is success as the cosmetic pioneer forms positioning of islamic brand as a strategic in cosmetic industry competition. Public determine achievment from the positioning that is formed by Wardah. This research used the theory of understanding and IMC as the concept of supporters to understand the audience's understanding of the text advertising Wardah consumption. This research used a qualitative approach to the post-positivist paradigm and technique of thematic analysis. The target in this research are the early adulthood females who are the users of Wardah cosmetics. This result of this research indicates that the audience`s understanding about the delivery of messages in advertising Wardah in the media is not emphasize of the religiusitasn aspect, but also there are influenced by preeminence quality and the concept of Halal in Wardah products. "

"ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh emosi yang berupa rasa arousal tergugah dan pleasure senang terhadap satisfaction kepuasan , kemungkinan munculnya word of mouth WOM dan positive word of mouth dengan moderasi usia, jenis kelamin, dan pendapatan dalam konsumsi film di negara berkembang. Studi kasus yang diambil adalah film Indonesia. Oleh karena itu, sampel pada penelitian ini merupakan penonton film Indonesia pada 6 enam bulan terakhir yang berdomisili di Jabodetabek. Data yang diperoleh dari sampel diolah dengan menggunakan metode Structural Equation Modelling SEM . Hasil olahan data tersebut menunjukkan bahwa arousal berpengaruh positif terhadap pleasure, arousal dan pleasure pun berpengaruh positif terhadap satisfaction. Kemudian, arousal dan satisfaction juga berpengaruh positif terhadap likelihood of WOM, dan positive WOM, namun lain halnya dengan pleasure yang tidak berpengaruh terhadap likelihood of WOM dan positive WOM. Pengaruh moderasi dari usia, jenis kelamin, dan pendapatan pun yang membuat perubahan signfikan hanya jenis kelamin saja.

---

ABSTRACTThis research aims to discover the impact of emotions which are the feelings of arousal and pleasure towards satisfaction, the chances of occurrence for word of mouth and positive word of mouth with a moderation on age, gender, and income upon the Indonesian movies consumptions in an emerging market. The research sample are viewers of Indonesian movies within the last six months who live in Jabodetabek. The data gained from the sample were processed using the Structural Equation Modelling method. The results showed that arousal has a positive impact towards pleasure, and both arousal and pleasure has a positive impact towards satisfaction. Moreover, arousal and satisfaction also has a positive impact towards the likelihood of WOM, and positive WOM, however pleasure does not have an impact towards the likelihood of WOM and positive WOM. On the impact of moderation on age, gender and income, only gender type made a significant change."

"Tesis ini membahas pengaruh tipe produk (produk hedonis dan produk utilitarian) dan kategori penyebab (layanan kemanusiaan, kesehatan, perlindungan hewan dan lingkungan) terhadap respon konsumen dalam penawaran cause related marketing pada mahasiswa LP3I cabang Cikarang. Penelitian ini adalah penelitian kuantitatif dengan desain eksperimen. Hasil penelitian menunjukan bahwa produk hedonis memberi respon yang positif daripada produk utilitarian pada penawaran cause-related marketing. Sedangkan pada kategori penyebab layanan kemanusiaan dan kesehatan mendapatkan respon lebih baik dibandingkan kategori penyebab perlindungan hewan dan lingkungan. Namun, pada kategori penyebab kesehatan yang dibandingkan dengan kategori penyebab hewan, respon partisipan tidak signifikan. Untuk interaksi antara tipe produk dan kategori penyebab, hanya niat membeli yang berpengaruh secara signifikan. Disarankan untuk melaksanakan penelitian lanjutan dengan melihat tipe produk pada sudut pandang harga dan fungsi produk. Dan untuk kategori penyebab menggunakan merek yang fiktif agar mengurangi efek kekuatan dari merek LSM/NGO.

---

This thesis is discussing the effect of product type (the hedonistic products and the utilitarian products) and cause category (human services, health, animals and environmental protection) toward consumer responses in the cause-related marketing offers of the students LP31, Cikarang. It was a quantitative research by the experimental research design. The result showed that the hedonistic products gave a positive response than the utilitarian products in the cause-related marketing offers. Meanwhile, in the human services cause and health category got a better response rather than the animals and environmental protection cause category. However, in the category of health cause compared to animals cause, the participants' response was not significant. In term of interaction between the product type and the cause category, there was only the purchase intentions which affected significantly. Therefore, it is suggested to do the advanced research by using several hedonistic and utilitarian products. Whereas for cause category uses blind brand for reduce to effect of strength NGO brands."

"This research aims to examine and assess the advertising communication effectiveness towards physiological response using single channel electrocardiographic measurement that measure the most effective scene of the video and towards advertisement effectiveness that consists of some variables like attitude toward the advertisement and purchase intention. This study is experimental research with deep interview process for the electrocardiograph response which conducted in 35 respondents using single channel (lead I) portable electrocardiograph to know the most effective scene in 4 Indonesian instant noodle advertisement video. After knowing the most effective scene and conduct video editing process, only 1 advertisement video that considered as the most appropriate by expert judgement will be used as the stimulus for the next process. Questionnaire interview process also conducted for 2 stimuluses (original and edited advertisement video) to measure some variables for each group consists of 125 respondents to found the results difference for both videos. The respondents result then analyzed using structural equation modeling (SEM). The result of this research shows that majority of the hypotheses in both stimuluses about the significant influence for all variable is accepted. The most effective scene from electrocardiograph response is significantly influence the variables relation and also the mean scores.

---

Penelitian ini bertujuan untuk menguji dan menilai efektivitas komunikasi iklan terhadap respons fisiologis menggunakan pengukuran elektrokardiogram saluran tunggal yang mengukur adegan video paling efektif serta terhadap beberapa variabel efektivitas iklan yang terdiri dari sikap terhadap iklan dan keinginan membeli. Penelitian ini adalah penelitian eksperimental dengan proses wawancara mendalam untuk respon elektrokardiograf yang dilakukan pada 35 responden menggunakan elektrokardiogram portabel saluran tunggal (lead I) untuk mengetahui adegan paling efektif dalam 4 video iklan mie instan di Indonesia. Setelah mengetahui adegan yang paling efektif dan melakukan proses pengeditan video, hanya 1 video iklan yang dianggap paling layak berdasarkan penilaian ahli yang akan digunakan sebagai stimulus untuk proses selanjutnya. Proses wawancara kuesioner juga dilakukan untuk 2 stimulus (video iklan asli dan video iklan yang telah diedit) untuk mengukur beberapa variabel untuk setiap kelompok yang terdiri dari 125 responden untuk membandingkan hasil dari kedua video. Hasil responden kemudian dianalisis dengan menggunakan pemodelan persamaan struktural (SEM). Hasil penelitian ini menunjukkan bahwa mayoritas hipotesis di kedua stimulus tentang pengaruh signifikan untuk semua variabel diterima. Adegan paling efektif dari respons elektrokardiograf secara signifikan mempengaruhi hubungan variabel dan juga skor rata-rata."

"Ketatnya persaingan usaha di bidang jasa layanan telekomunikasi memunculkan implikasi makin gencarnya pariwara mengenai aneka produk layanan jasa telekomunikasi, khususnya di televisi. Pariwara, termasuk di televisi, seyogyanya mentaati butir-butir ketentuan Etika Pariwara Indonesia (EPI) sebagai kode etik yang memayungi dunia periklanan. Kenyataannya, Badan Pengawas Periklanan Persatuan Perusahaan Periklanan Indonesia (BPP-PPPI) masih menemukan sejumlah pelanggaran EPI, termasuk pada produk layanan jasa telekomunikasi. Penelitian kualitatif ini berupaya mendeskripsikan sejauhmana EPI itu ditegakkan serta bentukbentuk pelanggaran yang terjadi. Hasil penelitian ini menunjukkan terjadi indikasi pelanggaran EPI berkelanjutan, tercermin dari masih terus munculnya kata-kata superlatif akibat dorongan persaingan usaha. Jika hal itu tidak segera diakhiri dengan membangkitkan kesadaran akan pentingnya kontrol internal demi penegakan etika sebagai bagian fungsi tanggung jawab sosial media massa, maka dikhawatirkan kredibilitas iklan kian merosot.

---

The tight competition in the field of business telecommunications services led to implication of more vigorous advertisement about the various products of telecommunications services, particularly on television. Advertisement, including on television, should comply with the provisions of grains of Etika Pariwara Indonesia (EPI) as an overarching ethical code of advertising. In fact, advertising regulatory agency ? Badan Pengawas Periklanan Persatuan Perusahaan Periklanan Indonesia (BPP PPPI) still finds some infringement of EPI, including the products of telecommunications services. This qualitative study seeks to describe how far the EPI was enforced as well as other forms of violations.

The results of this study showed there indications of ongoing violations of EPI, reflected in the continued emergence of superlative words of encouragement from competition. If it is not immediately terminated by raising awareness of the importance of internal controls for the enforcement of ethics as part of social responsibility function of the mass media, then worry about getting the credibility of advertising slump."