Hasil Pencarian  ::  Simpan CSV :: Kembali

"Penelitian ini bertujuan untuk menjelaskan penerapan strategi Marketing Public Relations PT Sarana Multigriya Finansial (Persero) atau SMF dalam mempromosikan instrument EBA Ritel. Dengan menggunakan strategi kualitatif deskriptif dengan metode studi kasus. Penelitian ini menguraikan bagaimana strategi SMF dalam membangun citra pada kualitas serta pelayanan produknya. Penelitian ini berargumen bahwa SMF telah melakukan tiga strategi Marketing Public Relations yaitu push, pull dan pass. Ketiga aspek dalam strategi tersebut saling berpengaruh dalam mendukung efektivitas kegiatan marketing komunikasi dalam membentuk awareness baik kepada produk maupun korporasi. Perencanaan pengemasan program komunikasi yang selaras dengan tujuan pemasaran produk serta arah kebijakan perusahaan menjadi penting dalam menciptakan efektivitas strategi Marketing Public Relations untuk membentuk citra produk investasi yang terpercaya, aman, menguntungkan dan mudah dipahami publik.

---

The aims from this study are to explain the implementation of the Marketing Public Relations strategy of PT Sarana Multigriya Finansial (Persero) or SMF in promoting RMBS Retail By using a descriptive qualitative strategy with a case study method. This study describes how SMF's strategy in building an image on the quality and service of its products. This study argues that SMF has implemented three Marketing Public Relations strategies, namely push, pull and pass. The three aspects of the strategy influence each other in supporting the effectiveness of marketing communication activities in creating awareness for both products and corporations. Planning for packaging communication programs that are in line with product marketing objectives and the direction of company policies is important in creating an effective Marketing Public Relations strategy to form an image of investment products that are trusted, safe, profitable, and easily understood by the public.

"

"Skripsi ini membahas tentang pengaruh kredibilitas selebriti sebagai endorser iklan terhadap minat beli konsumen. Selebriti dan produk yang dianalisa adalah Agnes Monica dalam iklan Tolak Angin, Dian Sastro dalam iklan L?oreal, Deddy Mizwar dalam iklan Promaag, Komeng dalam iklan Yamaha Motor. Variabel yang digunakan adalah Attractiveness, Trustworthiness, Expertise, dan Purchase Intention. Kuesioner survey disebar ke 120 responden yang pernah menonton iklan tersebut di atas. Hasil penelitian menunjukkan bahwa dalam tiga endorser, hanya variabel trustworthiness berpengaruh terhadap niat pembelian, sementara dalam Agnes Monica tidak ada variabel yang berpengaruh.

---

This paper discuss about the influence of celebrity endorsers credibility toward purchase intention. Celebrities and products that used are Agnes Monica in Tolak Angin, Dian Sastro in L?oreal, Deddy Mizwar in Promaag, Komeng in Yamaha Motor.Variabels that used are Attractiveness, trustworthiness, Expertise, and Purchase Intention. The questionnaire has been distributed to 120 respondents who had watched the TV commercials mentioned above. The result shows that in three celebrities, only trustworthiness that had influence on purchase intention. Meanwhile in Agnes Monica, there aren?t any variable that influence purchase intention."

"Penelitian ini dirancang untuk menguji pengaruh etnosentrisme konsumen pada sikap eksplisit dan implisit konsumen terhadap merek dalam dan luar negeri, serta menguji peran social desirability bias sebagai moderator dalam pengaruh tersebut. Etnosentrisme konsumen diukur menggunakan instrumen Consumer Ethnocentrism Tendency Scale (CETSCALE). Sikap eksplisit diukur menggunakan instrumen skala semantik diferensial, sedangkan sikap implisit diukur menggunakan instrumen Implicit Association Test (IAT). Sementara social desirability bias diukur menggunakan instrumen Marlowe-Crowne Social Desirability Scale (M-C SDS). Sebanyak 104 mahasiswa berusia 17-24 tahun berpartisipasi dalam penelitian ini. Berdasarkan analisis pengaruh menggunakan simple regression analysis, ditemukan bahwa etnosentrisme konsumen berpengaruh secara signifikan pada sikap eksplisit terhadap merek dalam negeri (β = 0,234, p < 0,05) dan juga pada sikap implisit (β = -0,267, p < 0,05), namun tidak berpengaruh signifikan pada sikap eksplisit terhadap merek luar negeri (β = 0,120, p > 0,05). Sementara social desirability bias tidak signifikan berperan sebagai moderator dalam pengaruh-pengaruh tersebut (R2 = 0,015; p > 0,05). Maka dari itu, dapat disimpulkan bahwa etnosentrisme konsumen memang berpengaruh terhadap sikap konsumen terhadap merek dalam negeri, namun hal tersebut tidak selalu berarti bahwa konsumen menolak merek luar negeri.

---

This study was designed to examine the effect of consumer ethnocentrism to consumer's explicit and implicit attitude toward local and global brands, and also to test the role of social desirability bias as moderator. Consumer ethnocentrism was measured by Consumer Ethnocentrism Tendency Scale (CETSCALE). Explicit attitude was measured by semantic differential scale, and implicit attitude was measured by Implicit Association Test (IAT). Meanwhile, social desirability bias was measured by Marlowe-Crowne Social Desirability Scale (M-C SDS). There were 104 students aged 17 to 24 years old participated in this study. Based on the effect analysis using simple regression, consumer ethnocentrism was found significantly affect consumer's explicit attitude toward local brand (β = 0,234, p < 0,05) and also consumer's implicit attitude (β = -0,267, p < 0,05), but it didn't significantly affect consumer's explicit attitude toward global brand (β = 0,120, p > 0,05). Meanwhile, the role of social desirability bias as moderator was not found significant (R2 = 0,015; p > 0,05). Therefore, it could be concluded that consumer ethnocentrism did affect consumer's attitude toward local brand, but it didn't necessarily mean that the consumer reject global brand."

"The chapters in this volume are selected from the best papers presented at the 11th Annual Consumer Culture Theory Conference held in Lille, France in July 2016. They represent the cutting edge in qualitative consumer research."

"ABSTRAKDewasa ini di Indonesia perkembangan pengguna layanan internet berkembangdengan sangat pesat, dan dengan prediksi pertumbuhan pengguna yang sangatpesat, maka layanan mobile internet merupakan suatu sumber pemasukan sangatmenjanjikan bagi Industri Telekomunikasi di dunia pada umumnya dan diIndonesia khususnya. Persaingan layanan mobile internet antara operatortelekomunikasi di Indonesia sangat sengit, sehingga diperlukan strategi pemasaranyang sesuai dengan kemauan calon pelanggan. Dari operator ? operator tersebut,saat ini jumlah pelanggan layanan mobile internet yang paling banyak dimilikioleh PT. Telkomsel melalui merek Telkomsel Flash. Dimana jumlah pelanggantelkomsel Flash yang masih sedikit sekali jika dibandingkan dengan jumlah totalpelangan telkomsel. Maka potensi Telkmosel Flash sebagai sumber revenue baruuntuk Telkomsel sangatlah besar, dan oleh karena itu Telkomsel perlumenganalisa faktor ? faktor yang mempengaruhi pelanggan dalam memilihlayanan telkomsel flash sebagai bahan acuan untuk memfokuskan kekuataninternal dalam menghadapi persaingan atau meningkatkan jumlah pelanggan.Banyak faktor yang dapat mempengaruhi keputusan calon pelanggan dalammemilih suatu layanan mobile internet.Tesis ini bertujuan untuk menganalisa faktor ? faktor yang mempengaruhikeputusan konsumen dalam memilih telkomsel flash sebagai sebagai bahan acuanbagi PT Telkomsel untuk memfokuskan kekuatan internal dalam menghadapipersaingan atau meningkatkan jumlah pelanggan.Dari hasil penelitian diperoleh bahwa faktor motivasi, persepsi, dan sikap terbuktimempengaruhi keputusan pelanggan dalam memilih layanan Telkomsel Flash.Faktor motivasi (X1), persepsi (X2), dan sikap (X3) berpengaruh highlysignificant terhadap keputusan memilih (Y) layanan Telkomsel Flash. Maknahighly significant menunjukkan bahwa motivasi, persepsi, dan sikap berpengaruhsangat nyata secara bersama-sama terhadap keputusan konsumen memilih layananTelkomsel Flash, sehingga dengan demikian semakin baik motivasi, persepsi, dansikap konsumen terhadap Telkomsel Flash maka keputusan untuk memilihlayanan tersebut akan semakin meningkat. Faktor motivasi (X1), persepsi (X2),dan sikap (X3) juga berpengaruh secara parsial terhadap keputusan konsumenmemilih layanan Telkomsel Flash.

---

ABSTRACTToday in Indonesia internet user are developing very rapidly, and with a veryrapid user growth prediction for mobile internet, made mobile internet service avery promising source of revenue for telecommunication industry in the world andIndonesia. The competition of mobile internet service among the operators inIndinesia is very fierce, so a marketing strategy which in accordance with thewishes of potential customers is a must. From those operators,PT Telkomsel withTelkomsel Flash Brand is the one who have the most number of subscribers ofmobile internet servicesThe subscribers of Telkomsel Flash is still verylittle compared with the total number of Telkomsel customers. So the potentialofTelkmoselFlash as a new revenue source for Telkomsel is very large, andtherefore Telkomsel need to analyze the factors that affect customersin choosing service Telkomsel flash as reference to focus the internal strength inthe face of competition or increase the number of subscribers. Many factors caninfluence customer decision in choosing a mobile internet service.This tesis will analyze factors that influence customer decision to chooseTelkomsel Flash as their mobile internet service as a reference materials for PTTelkomsel to focus its internal strength in the face of competition or to increasethe number of Telkomsel Flash Subscriber.Research have proven that motivation, pereption, and attitude affect customer?sdecision to chose Telkomsel Flash service.motivation (X1), perception (X2), andattitude (X3)high significantly affectthe decision to choce Telkomsel Flashservice. High significantly affect here means that motivation, perception, andattitude altogether really give a concrete influence he decision to chose TelkomselFlash service. Therefore, as the higher and more positive the motivation,perception, and attitude towards Telkomsel Flash, the decision to xhose TelkomselFlash is more likely. Motivation (X1), perception (X2), and attitute (X3) alsopartially affect the consumer?s decision to chose Telkomsel Flash service."

"Perkembangan digital di Indonesia mengalami peningkatan yang berdampak pada kenaikan intensi berbelanja online. Ulasan yang terdapat di e-commerce merupakan hal yang mampu memengaruhi intensi membeli konsumen karena konsumen sering kali bergantung dari ulasan yang dituliskan oleh pembeli sebelumnya pada produk yang sama. Penelitian ini bertujuan untuk menganalisis pengaruh valensi dan volume dari ulasan online terhadap intensi membeli konsumen. Metode yang digunakan adalah kuantitatif dengan pendekatan eksperimental, dimana data dikumpulkan melalui kuesioner yang dibagikan kepada partisipan dengan rentang usia 18-29 tahun. Total partisipan yang didapatkan yaitu 222 orang. Hasil analisis menunjukkan bahwa valensi online memiliki pengaruh signifikan terhadap intensi membeli konsumen. Namun, variabel volume ulasan tidak menunjukkan adanya pengaruh yang signifikan terhadap intensi membeli konsumen. Selain itu, tidak ditemukan pula adanya interaksi antara valensi dan volume ulasan online dalam memengaruhi intensi membeli konsumen.

---

The digital development in Indonesia has significantly increased, leading to a rise in online buying intention. Reviews on e-commerce platforms play a crucial role in influencing consumer purchase intention, as consumers often rely on reviews written by previous buyers of the same product. This study aims to analyze the impact of the valence and volume of online reviews on consumer buying intention. The research employed a quantitative method with an experimental approach, where data was collected through questionnaires distributed to participants aged 18-29 years. A total of 222 participants were obtained. The analysis results indicate that the valence of online reviews has a significant effect on consumer purchase intention. However, the review volume does not show a significant influence on consumer purchase intention. Additionally, no interaction between the valence and volume of online reviews was found in affecting consumer purchase intention."

"Recently, many researchers have found that their work crosses the borders of design, branding, and marketing. This orientation finds itself in contrast to the generally discipline-delineated world of academic journal publishing, where cross-sector studies often find difficulties in acceptance (design-based work in marketing being particularly poorly represented). This book focuses on service design, including retail and multi-channel marketing matters pertinent to the current age, where physical contact with consumers has resurfaced as an enduring part of the marketing and branding landscape -- complementary to online and virtual worlds. The span of the text goes from what may be regarded as micro-environmental issues of type design and the semiotics of brand meanings towards macro-environmental concerns of city design and ecological threat, all relative to living within any world (and all worlds) that businesses and consumers may co-create or are invited and welcomed to in their own multi-layered experience. "

"ABSTRAKPenelitian-penelitian terdahulu menemukan bahwa observational cues dapatmeningkatkan kemunculan perilaku altruis atau prososial pada individu.Penelitian ini bertujuan mengeksplorasi kemungkinan keberadaan hubunganantara pertanda pengamatan (observational cues) dengan salah satu bentukaltruis yang belum pernah diteliti, yakni perilaku konsumsi berkelanjutan sertaefek moderasi harga di dalam hubungan tersebut. Penelitian ini menggunakandesain eksperimental 2 (observational cues: ada vs. tidak ada) x 3 (harga:produk berkelanjutan lebih tinggi daripada produk konvensional vs. produkberkelanjutan lebih rendah daripada produk konvensional vs. produkberkelanjutan dan konvensional setara). Analisis data yang berasal dari 182mahasiswa Universitas Indonesia mengindikasikan ketiadaan pengaruh yangsignifikan dari observational cues dalam meningkatkan perilaku konsumsiberkelanjutan 2 (1, N=182) = 2,348, p= 0,125. Analisis pada variabel harga didalam model interaksi tiga arah tidak mengindikasikan keberadaan efekmoderasi harga, 2 (2, N=182) = 0,11, p= 0,995. Analisis terpisah terhadapinteraksi dua arah antara harga dan produk menunjukkan hasil signifikan, 2 (2,N=182) = 45,539, p= 0,001. Hasil penelitian menentang generalisasi dari efekkeberadaan obserational cues. Dalam naskah ini, dampak teoritis dan praktisdari hasil penelitian ini turut didiskusikan.

---

ABSTRACTPrevious researches have indicated that the presence of observational cuesincrease the frequency of altruistic or prosocial behaviors exhibited byindividuals. This research aimed to explore the probability of relationshipbetween observational cues and a form of altruistic behavior which was yet tobe examined, namely sustainable consumption as well as the moderation effectof price within the relationship. This research employed a between-subjectexperimental design of 2 (observational cues: present vs. not present) x 3 (price:price of sustainable product is higher than coventional product vs. price ofsustainable product is lower than coventional product vs. price of sustainableand conventional product are equal). The statistical analysis conducted on 182data collected from undergraduate students of Universitas Indonesia indicatedthat there was no significant effect of observational cues in increasingsustainable consumption, 2 (1, N=182) = 2,348, p= 0,125. The analysis ofprice within the three-way interaction model indicated that there was nosignificant effect of price as moderator within the model, 2 (2, N=182) = 0,11,p= 0,995. A separate analysis conducted on the two-way interaction betweenprice and product yielded significant result, 2 (2, N=182) = 45,539, p= 0,001.The result called into question the generalization of the effect generated byobservational cues. Further theoretical and practical implications are discussed."