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Hasil Pencarian

Ditemukan 3 dokumen yang sesuai dengan query
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Raden Adityatama Adriyadi
Peran pemasaran global pada perilaku konsumen = The role of global marketing on consumer behavior
"[ ABSTRAK
Era globalisasi dimasa kini menjadikan semua hal menjadi berhubungan.
dengan demikian, banyak hal ekonomi, politik, dan hubungan budaya tidak dapat
dijelaskan dalam satu sudut pandang. Globalisasi merubah cara masyarakat
mengkonsumsi, bekerja dan hidup hampir diseluruh dunia. Perubahan ini disebut
modernisasi, fase dimana orang orang bergantung dengan teknologi. Tujuan dari
penelitian ini adalah untuk mengeksplorasi dampak dalam hal merk global,
Samsung. Samsung adalah salah satu perusahaan besar yang juga
berspesialisasi di bidang smartphone. Studi ini focus pada bagaimana Samsung
berusaha untuk menjadi perusahaan global ternama dan mencari tahu faktor apa
saja yang mempengaruhinya. Teori Modernisasi digunakan untuk
mendeskripsikan bagaimana masyarakat selalu berkembang menjadi fasih dalam
penggunaan teknologi dan bagaimana hal tersebut merubah perilaku daya beli
mereka. Analisa SWOT juga digunakan untuk mecari tahu faktor contributor
lainnya yang berujung dengan kesuksesan strategi pemasaran Samsung. Singkat
kata, modernisasi membawa dampak besar dalam perilaku konsumen dan strategi
pemasaran global milik Samsung, juga pasar smartphone pada umumnya.
ABSTRACT The world today is in the era of globalization where everything seems to
be connected. Consequently many economic, political, and cultural relationships
are not explainable from one perspective. Globalization changes how people
consume, work, and live almost everywhere in this world. This change called
modernization, the phase when people are dependence with technology. The
purpose of this research is to explore its impact on a global brand, Samsung.
Samsung is one of the giant companies in the world that also specializing in
smartphone sector. This study focuses on how Samsung managed to change into a
major global company and find out what are the influencing factors. The
Modernization Theory is used to describe how the society is always developing to
become more technology savvy and how it changes their purchasing behavior.
SWOT Analysis is also used to investigate the contributing factors that result in
Samsung?s successful marketing strategy. In short, modernization brings a huge
impact towards consumer behavior and Samsung?s global marketing strategy as
well as the smartphone market in general, The world today is in the era of globalization where everything seems to
be connected. Consequently many economic, political, and cultural relationships
are not explainable from one perspective. Globalization changes how people
consume, work, and live almost everywhere in this world. This change called
modernization, the phase when people are dependence with technology. The
purpose of this research is to explore its impact on a global brand, Samsung.
Samsung is one of the giant companies in the world that also specializing in
smartphone sector. This study focuses on how Samsung managed to change into a
major global company and find out what are the influencing factors. The
Modernization Theory is used to describe how the society is always developing to
become more technology savvy and how it changes their purchasing behavior.
SWOT Analysis is also used to investigate the contributing factors that result in
Samsung’s successful marketing strategy. In short, modernization brings a huge
impact towards consumer behavior and Samsung’s global marketing strategy as
well as the smartphone market in general]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Sophia Laily Ramadhani
Efektivitas iklan sms berbasis lokasi = Effectiveness of location based sms advertising
"ABSTRAK
Penelitian ini membahas mengenai efektivitas iklan SMS berbasis lokasi dengan mengkaji hubungan antara hiburan, keinformatifan, kredibilitas, personalisasi, gangguan dan gender dengan sikap terhadap iklan SMS. Selanjutnya, sikap terhadap iklan SMS mempengaruhi niat untuk menggunakan iklan SMS, dan niat untuk menggunakan iklan SMS mempengaruhi pembelian produk yang diiklankan melalui iklan SMS. Sebanyak 15 partisipan berusia 18-25 tahun yang pernah menggunakan iklan SMS, khususnya yang berbasis lokasi, serta 106 responden dalam rentang usia yang sama dan pernah menerima iklan SMS serupa berpartisipasi dalam penelitian ini. Analisis data dilakukan dengan metode kualitatif berupa focus group discussion dan kuantitatif berupa Uji Korelasi Pearson, Analisis Regresi Berganda dan Independent Sample T-Test yang diolah menggunakan program SPSS 22.
Hasil penelitian menunjukkan bahwa hiburan, keinformatifan, personalisasi dan gangguan berhubungan secara signifikan dengan sikap terhadap iklan SMS. Sedangkan kredibilitas dan gender tidak berhubungan. Selain itu, sikap terhadap iklan SMS juga berhubungan secara signifikan dengan niat untuk menggunakan iklan SMS, dan niat untuk menggunakan iklan SMS berhubungan secara signifikan dengan membeli produk yang diiklankan melalui iklan SMS. Hubungan yang ada seluruhnya berada dalam kekuatan sedang, sehingga dapat dikatakan bahwa iklan SMS cukup efektif dalam memicu pembelian produk yang diiklankan.
ABSTRACT
This research examines the effectiveness of location-based SMS advertising by examining the relationship between entertainment, informativeness, credibility, personalization, irritation, gender and attitude towards SMS advertising. Furthermore, this research also examines the relationship between attitude toward SMS advertising and intention to use SMS advertising; and the relationship between intention to use SMS advertising and buying products advertised through SMS advertising as well. 15 participants who use SMS advertising, especially the location-based one, and 106 respondents who receive it participated in this study. Both of them aged between 18-25 years old. Researcher used qualitative method by using focus group discussion and quantitative method by using Pearson Correlation Product Moment, Multiple Regression Analysis and Independent Sample T-Test. To analyze the data, researcher used SPSS 22.
This research finds that entertainment, informativeness, personalization and irritation have significant relationship with attitude toward SMS advertising. However, credibility and gender do not. Moreover, attitude toward SMS advertising has significant relationship with intention toward SMS advertising; and intention toward SMS advertising also has significant relationship with buying products advertised through SMS advertising. All relationships are moderate which show that SMS advertising, especially the location-based one, is quite effective to drive purchase of advertised products."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2016
S62019
UI - Skripsi Membership  Universitas Indonesia Library
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Yasin Muhtadi Busyro
Pengaruh Budaya, Persepsi Harga, dan Promosi Mal Pada Komitmen Konsumen Indonesia Terhadap Mal (Studi Kasus: Mal Margo City dan Kota Kasablanka) = The Effect of Culture, Price Perception, and Mall Promotion on Indonesia's Consumer Commitment Toward the Mall (Case Study: Margo City Mall and Kasablanka City Mall)
"ABSTRAK
Dengan perubahan pola konsumsi dari masyarakat Indonesia yang mendorong konsumen lebih familiar dengan pembelanjaan secara online, salah satu dampak dari perubahan tersebut adalah pengurangan kunjungan pada mal dan pengurangan pembelian pada retailer yang berada di dalam mal. Pengelola mal dan retailer perlu mengetahui faktor faktor yang dianggap berpengaruh terhadap komitmen konsumen terhadap mal mulai dari culture, price perception, dan retail promotion. Metode purposive sampling dalam penelitian ini digunakan dengan menggunakan sample sebanyak 490 responden dengan menggunakan permodelan Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian ini menunjukan bahwa faktor culture dan price perception dimediasi oleh retail promotion diketahui mempengaruhi tingkat komitmen konsumen terhadap mal.
ABSTRACT
With changes in consumption patterns from Indonesian society that encourage consumers to be more familiar with online spending, one of the effects of these changes is the reduction in visits to the mall and the reduction in purchases of retailers who are in the mall. Mall managers and retailers need to know the factors that are considered influential on consumer commitment to the mall ranging from culture, price perception, and retail promotion. The purposive sampling method in this study was used by using a sample of 490 respondents using the Partial Least Square Structural Equation Modeling (PLS SEM). The results of this study indicate that culture and price perception factors mediated by retail promotion are known to influence the level of consumer commitment to the mall."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020
S-pdf
UI - Skripsi Membership  Universitas Indonesia Library