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"Studi ini memberikan pemahaman komprehensif tentang periklanan online UKM adopsi sebelum dan selama Pandemi Covid-19. Di antara sampel homogen bertujuan UKM di Belanda, kami menemukan bahwa sebelum pandemi, UKM masih perlu ditingkatkan tentang pengetahuan tentang manfaat potensial dari periklanan online. Manfaat, bagaimanapun, miliki menjadi lebih jelas bagi UKM di tengah pandemi. Kami menunjukkan UKM dengan manajer yang tinggi kesadaran dan periklanan online yang intens dalam lanskap kompetitif dan konsumen mereka perilaku lebih cenderung mengadopsi periklanan online; namun, UKM dengan teknologi rendah, manusia, dan sumber daya keuangan cenderung tidak melakukannya. Kami juga menemukan situs web perusahaan, social media, dan iklan video online sebagai alat periklanan online paling efektif untuk UKM. Untuk Sepengetahuan penulis terbaik, makalah ini adalah yang pertama memberikan kontribusi untuk menangkap efek Covid-19 Pandemi pada iklan online UKM di Belanda.

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This study provides a comprehensive understanding of SMEs’ online advertising adoption before and during the Covid-19 Pandemic. Among a purposive homogenous sample of SMEs in the Netherlands, we find that previous to the pandemic, SMEs still need to improve on the knowledge of the potential benefits of online advertising. The benefits, however, have become more apparent for SMEs amid the pandemic. We show that SMEs with high manager awareness and intense online advertising within their competitive landscape and consumer behavior are more likely to adopt online advertising; yet, SMEs with low technological, human, and financial resources are less likely to do so. We also find that company websites, social media, and online video advertising as the most effective online advertising tools for SMEs. To the best of the author’s knowledge, this paper is the first contributing to capture the effects of Covid-19 Pandemic on SMEs’ online advertising in the Netherlands in the NetherlandsThis study provides a comprehensive understanding of SMEs’ online advertising adoption before and during the Covid-19 Pandemic. Among a purposive homogenous sample of SMEs in the Netherlands, we find that previous to the pandemic, SMEs still need to improve on the knowledge of the potential benefits of online advertising. The benefits, however, have become more apparent for SMEs amid the pandemic. We show that SMEs with high manager awareness and intense online advertising within their competitive landscape and consumer behavior are more likely to adopt online advertising; yet, SMEs with low technological, human, and financial resources are less likely to do so. We also find that company websites, social media, and online video advertising as the most effective online advertising tools for SMEs. To the best of the author’s knowledge, this paper is the first contributing to capture the effects of Covid-19 Pandemic on SMEs’ online advertising in the Netherlands.This study provides a comprehensive understanding of SMEs’ online advertising adoption before and during the Covid-19 Pandemic. Among a purposive homogenous sample of SMEs in the Netherlands, we find that previous to the pandemic, SMEs still need to improve on the knowledge of the potential benefits of online advertising. The benefits, however, have become more apparent for SMEs amid the pandemic. We show that SMEs with high manager awareness and intense online advertising within their competitive landscape and consumer behavior are more likely to adopt online advertising; yet, SMEs with low technological, human, and financial resources are less likely to do so. We also find that company websites, social media, and online video advertising as the most effective online advertising tools for SMEs. To the best of the author’s knowledge, this paper is the first contributing to capture the effects of Covid-19 Pandemic on SMEs’ online advertising in the Netherlands.

This study provides a comprehensive understanding of SMEs’ online advertising adoption before and during the Covid-19 Pandemic. Among a purposive homogenous sample of SMEs in the Netherlands, we find that previous to the pandemic, SMEs still need to improve on the knowledge of the potential benefits of online advertising. The benefits, however, have become more apparent for SMEs amid the pandemic. We show that SMEs with high manager awareness and intense online advertising within their competitive landscape and consumer behavior are more likely to adopt online advertising; yet, SMEs with low technological, human, and financial resources are less likely to do so. We also find that company websites, social media, and online video advertising as the most effective online advertising tools for SMEs. To the best of the author’s knowledge, this paper is the first contributing to capture the effects of Covid-19 Pandemic on SMEs’ online advertising in the Netherlands."

"Penelitian ini membahas mengenai kreativitas iklan dari sisi subjektivitas khalayak, secara spesifik di bidang periklanan daring yang sedang berkembang pesat. Peneliti menggunakan riset Smith dan Yang (2004) sebagai acuan untuk memahami konsep kreativitas iklan dalam periklanan. Kreativitas iklan dalam penelitian ini juga dikaitkan dengan model Hierarchy of Effects (HOE). Penelitian ini menggunakan pendekatan kualitatif dengan paradigma konstruktivis dan strategi penelitian fenomenologi. Hasil penelitian menunjukkan bahwa responden dan informan cenderung mengingat iklan yang mereka lihat di media sosial dengan bentuk video. Sesuai dengan konsep kreativitas iklan, mereka memaknai kreativitas iklan mengacu pada aspek divergensi dan atau relevansi. Pada iklan berbentuk video, aspek divergensi harus tampil pada bagian awal supaya dapat menarik perhatian khalayak. Sedangkan aspek relevansi berkaitan dengan efektivitas penyampaian pesan promosi dari sebuah iklan. Pengalaman informan ketika berinteraksi dengan iklan daring didominasi pengalaman negatif. Internet merupakan medium dengan orientasi tujuan sehingga informan menganggap iklan daring merupakan pengganggu.

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This study discusses advertising creativity from audience subjectivity in online advertising which is the growing market of advertising. The concept of advertising creativity used in this research is taken from Smith and Yangs research (2004). Advertising creativity in this research will be associated with Hierarchy of Effects model (HOE). This is a qualitative research with constructivist paradigm. This study shows that respondent and informant tend to recall online ads that appeared in social media in form of video. In accordance with the concept of advertising creativity, they interpret creativity in an advertisement refer to divergence and relevance aspect. On video based ad, divergence aspect must shown in the beginning of the ad in order to grip attention. Meanwhile, relevance aspect is related to effectiveness of promotion message delivery to audience. Informants experience when interacting with online advertisements is dominated by negative experiences. They believe online advertisements are distraction. That is because internet is a goal-oriented medium."

"Dari sekian banyak cara untuk membangun brand image di dunia maya, penempatan iklan online pada suatu website telah menjadi suatu cara yang paling jitu dan paling banyak digunakan oleh para pengiklan. Meskipun penggunaannya telah sangat sering dan meluas, belum diketahui dengan jelas bahaya dan kerugian yang diakibatkan terhadap website yang menjadi host suatu iklan, khususnya dari sudut pandang pengakses situs yang dapat mempengaruhi sikap mereka atas website tersebut. Penelitian ini berusaha untuk menelaah isu tersebut dengan mengkaji lebih dalam pada aspek kongruitas iklan online terhadap sikap kinsmen. Penelitian ini menggunakan pendekatan kuantitatif dengan penggunaan regresi sederhana sebagai metode analisisnya. Data primer dikumpulkan melalui metode survey terhadap 100 responden dengan menggunakan pendekatan purposive sampling. Hasil dari penelitian ini mengindikasikan bahwa, meskipun terdapat pengaruh kongruitas iklan online terhadap sikap konsumen, pengaruh yang ditimbulkan sangatlah sedikit atau dengan kata lain tidak begitu signifikan.

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Of the many approaches to build a brand image on the internet, the placement of online advertising on the website has become one of the best way to enhance it. While the usage of online advertisement has been high and widespread, it is unclear whether the placement will cause harm or disadvantage for it's host website, especially from the way of visitor look at it in the way it could resulted in the change of their attitude towards the host website. This study addresses this issue by investigating the impact of online advertising placement and it?s congruity with the host website towards consumer attitude. This research used quantitative approach. As for the research analysis, simple regressions method was used. The primary data were collected through survey method with purposive sampling method using questionnaire given to 100 respondents. The result of this research indicate that online advertising congruity has such an insignificant impact towards consumer attitude. In addition of that, online advertising congruity indeed has some effect towards consumer attitude."

"Perkembangan teknologi terutama teknologi komunikasi yang semakin canggih, melahirkan model media-media baru yang rnakin bervariatif. Kehadiran rned1a barn ini mengubah cara masyarakat unruk mencari informasi, hiburan, dan mendidik dirinya sendiri. Sebagai media baru, internet menunjukkan penetrasi ke masyarakat paling cepat dibanding media elektronik yang lain. Semakin banyaknya mata yang tertuju ke media intemet membuat para pengiklan pun ikut melirik. Ketika sebuah media baru cepat diadopsl orong, maka arus iklan juga akan meningkat dcngan cepat. Dari berbagai referensi tercatat 15 faktor keunggulan media internet yang tidak dimiliki media tradisional. Sedangkan untuk media planning di iklan online, ada lima faktor yang bisa diperhatikan advertiser dari sisi audience size dan cost of media.Penelitian ini menemukan, faktor yang paling diperhatikan advertiser ketika beriklan di internet adalah kemudahan meng-update ketika ada infonnasi baru (97,5%) dan faktor tidak ada batasan geografis (97,5%). Untuk preferensi media online, penelitian ini menemukan faktor yang pallng diperhatikan pengikJan dalam memilih media online sebagai tempat beriklan adalah faktor besarnya audiens sebuah media seperti unique vis if or (97,5%), pageviews (94,9%) dan impression (91, 1 %). Kesimpulan dari hasil survey terhadap 79 responden yang pemah menggunakan iklan online di detik.com terlihat masih relevan dengan teori dan penelitian yang pemah diadakan sebelumnya.Begitu juga yang ditemukan pada pertanyaan tentang preferensi beriklan di media online. Sesuai dengan teori media plmming dan penelitian sebelumnya, faktor audience size masih menjadi pertimbangan utama. Namun ditemukan JUga faktor-faktor kualitatif yang bersifat subyektif dan sulit diukur juga ikut berpengaruh. Dalam pengumpulan data pendukung lewat wawancara dengan responden ditemukan faklor kepercayaan, kredibilitas media, kedekatan dengan media, dan jenis media juga diperhatikan advertiser sebagai preferensi ketika memilih media online untuk tempat beriklan.

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The development of communication technology, especially technology that highly sophisticated, delivered more types of new media. The existence of this new media changing the way people gather information, entertain, and educate themselves, As a new media, the internet penetration to the public proven faster than most other electronic media. When a new media quickly adopted by the people, then the flow of advertising will also increase quickly. From various references, listed 15 factors about the benefits to advertise on online media that not owned by others traditional media. While for the media planning on the internet, there are five factors about audience size and cost of media that can influenced the advertiser's preferences.

This research found, most popular factors considered when the advertiser choose to advertised on the internet are the internet is easy to update when there is new information (97 .5%) and the fact that the internet does not have geographical limitations (97,5%)" As for the preference in selecting online media as place to advertise. this research found that most factors considered is about the size audience1 such as unique visitor (97.5°/o), page views (94, 9%) and impressions (91.1%). Conclusions from the survey to the 79 detik.com advertisers still relevant with the theory and research that have been held previously.

The same result also found on statement about preferences in selecting online media as place to advertised. In accordance with the theory of media planning, the audience size is still be the focus consideration. But there's also influenced from qualitative factors on selecting online media. Through interviews with the respondents, this research found that trust factor, media credibility, closeness with the media. and the type of media is also considered as a preferences when selecting a media for online advertising."

"Penggunaan sistem informasi (SI) oleh usaha kecil menengah (UMKM) merupakan suatu hal yang menarik untuk diketahui. Sistem dan teknologi tersebut disebutkan sebagai penggerak pembangunan yang memegang peranan penting dalam pertumbuhan berkelanjutan suatu organisasi bisnis. Perangkat lunak akuntansi dan e-commerce merupakan bentuk dari penggunaan sistem informasi yang sudah banyak dikenal oleh masyarakat.Skripsi ini membahas pengaruh perangkat lunak akuntansi dan e-commerce terhadap kinerja perusahaan pada usaha mikro, kecil, dan menengah (UMKM). UMKM yang menjadi sampel dalam penelitian ini adalah UMKM yang berada di Jabodetabek. Metode yang digunakan dalam pemilihan sampel adalah nonprobabilitas dengan cara convenience sampling. Responden yang dijadikan sampel dalam penelitian ada sebanyak 30 UMKM.Hasil dari penelitian ini adalah perangkat lunak akuntansi berpengaruh positif signifikan terhadap kinerja, baik diukur melalui ROA dan ROS. Sedangkan e-commerce berpengaruh negatif tidak signifikan terhadap kinerja bila diukur dengan ROA dan berpengaruh positif tidak signifikan bila diukur dengan ROS.

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The use of information system (IS) by small and medium enterprises (SMEs) are an interesting thing to be known. The system and technology play an important role in the sustainable growth of a business organization. Accounting software and e-commerce is a form of information systems that are widely known by the public.

This thesis discusses the impact of accounting software and e-commerce on firm performance in micro, small and medium enterprises (SMEs). SMEs located in Jabodetabek area to be sampled in this study. The method used in the selection of sample is non-probability sampling (convenience sampling). There are 30 SMEs who become the sample in this study.

The results of this study are accounting software has significant positive impact on performance, whether measured by ROA and ROS. While e-commerce has no significant negative impact on performance when measured with the ROA and e-commerce has no significant positive impact on performance when measured with the ROS."

"ABSTRACTAs of 31 December 2011, there were 2.2 billion people or 32.7% of total worldpopulation using the internet. Growth since year 2000 reached 528.1% or fivefolds the users twelve years earlier. Major factors that draw people to turn onlineare the interactivity and connected environment enabled by the Web 2.0technology and the control over information access on the internet thanks tointernet search tools, such as directories and search engines. With more peopleshift from physical place to internet space, ready or not, marketers also need toevolve in the way they communicate with customers.Online advertising differs from traditional advertising in terms of interactivity,capability of one-to-one marketing, targeted marketing, and push and pull naturethat are enabled by sophisticated software advances and extensive database. Amajor break-out in online advertising was introduced by Google with its keywordtargetedadvertising programs called AdWords?Google's text-based system foradvertising on search engine result pages, and AdSense?appears on Google'scontent network of millions of web sites. By this means, two categories for textbasedweb advertising are enabled: Search Engine Advertising?ads that aretriggered by user?s search keyword and displayed on the result page of the searchengine, and Contextual Advertising?ads that are placed on third-party Webpages based on its relevancies with the content of the currently viewed page.The blog internationalsnack.com is a website about snack and snack-related piecefrom around the globe. It seeks opportunity to monetize the site by adoptingcontextual advertising business model. A number of objectives are set, includingto reach critical mass and to break even within 2 years after the blog launch inJuly 2012. This marketing plan will mainly focus on the strategy to promote andbuild traffic to the site through Search Engine Optimization (SEO), Web PublicRelation (Web PR) and Viral marketing tactics."

"Pisang Cokelat Cakra atau disingkat Piscok Cakra merupakan usaha yang bergerak di bidang kuliner dengan produk utama pisang cokelat. Piscok Cakra mengembangkan usaha dengan membuka gerai di Kota Bandung setelah sebelumnya mempunyai gerai di Kota Sukabumi dan Kabupaten Bogor. Gerai di Kota Bandung mengalami masalah yaitu sulit bersaing dan penjualan yang tidak sesuai harapan. Untuk mengatasi masalah tersebut, business coaching pada Piscok Cakra untuk penulisan karya tulis ini setelah dilakukan pemetaan dan analisisi kondisi pada gerai di Kota Bandung berfokus pada Penetrasi pasar melalui peningkatan pelanggan 'dine-in', pengembangan rasa produk Piscok Cakra dan makanan serta minuman lain bagi pelanggan 'dine-in', dan pengembangan promosi melalui media sosial. Setelah dilakukan business coaching, Piscok Cakra mempunyai rancangan gerai dan pemanfaatan lokasi yang lebih efektif, pengembangan rasa produk makanan minuman, dan perencanaan pelaksanaan promosi melalui media sosial akan dilaksanakan dengan menggunakan platform Instagram dan akan dilaksanakan pada saat yang dianggap paling efektif.

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Pisang Cokelat Cakra or Piscok Cakra is a culinary business with the main products of Fried Banana with liquid chocolate filling. Piscok Cakra expand the business by opening outlets in the city of Bandung after previously having outlets in the city of Sukabumi and Bogor District. Outlet in Bandung encountered problems that is difficult to compete and below-expectations sales. After the mapping and the analysis of condition, to overcome these problems, business coaching on Piscok Cakra at Bandung outlet focus on market penetration through increased customer at "dine-in" service, the development of Piscok Cakra's product (foods and drinks), and the promotion through social media Having done business coaching, Piscok Cakra have a booth design and more effective utilization of the location, product development, and plan of promotion implementation through social media will be on Instagram platform and will be held at the time considered the most effective."

"ABSTRAKPromosi pada produk digunakan untuk memberikan informasi, mempengaruhi, membujuk, dan meningkatkan perhatian konsumen. Promosi yang dilakukan secara online merupakan tantangan tersendiri bagi pengiklan. Media iklan pada internet mendorong berkembangnya jenis iklan yang ditawarkan. Salah satu perkembangan jenis iklan online merupakan Owned Media, dimana Owned Media merupakan media iklan yang dimiliki perusahaan untuk mengoptimalkan promosi perusahaan itu sendiri. Klasifikasi Owned Media ini yang dimanfaatkan oleh Spotify Indonesia. Sebagai aplikasi streaming musik bermodelkan freemium, dimana konsumen bisa mendapatkan layanan akses penuh tanpa dikenai biaya, namun konsumen akan mendapatkan iklan sebagai pengganti biaya subscription. Iklan tersebut digunakan Spotify untuk mempromosikan keuntungan Spotify Premium agar konsumen mendapatkan kognisi, sikap, juga perilaku konsumen, sejalan dengan hierarchial response theory hingga konsumen dapat menentukan keputusan ingin berpindah dari layanan gratis ke layanan berbayar. Hasilnya, iklan Owned Media Spotify tersebut cenderung tidak disukai konsumen dan berpengaruh terhadap kognisi, sikap, nilai yang dirasakan, dan juga intensi pembelian. Kata kunci: Periklanan Online, Owned Media, Freemium, Intensi Pembelian.

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ABSTRACTPromotion in product is used to giving the information, influence, persuading, and increasing the awareness of the consumer. The online promotion is challenging for the advertiser. Advertising media based on internet motivates the development of advertisement type itself. One of the development in online type advertising is Owned Media, which is the company owned advertising media and used for optimizing the company rsquo s promotion itself. This classification of online advertising media was executed by Spotify Indonesia. As a music streaming application with a freemium business model, where the consumer does not have to pay subscription cost to get the full access, but consumer is obtained an advertising material which can interrupted their service as a substitution for a subscription cost. This advertising section used by Spotify Indonesia for promoting their Premium Access. Consumer can get the information about the benefits and features which is cognitive process, attitude, behavior, similar to Hierarchial Response Model so they can decide whether they want to pay the premium version or stay in free service. The result, Owned Media advertising is lead to be dislike by consumer and its impacted with cognitive system, attitude, intention to pay, also the perceived value. "

"Seiring dengan perkembangan teknologi yang semakin pesat, semakin berkembang pula tingkat kebutuhan manuasia akan berita terkini, sehinga muncullah sebuah tren baru yaitu mempublikasi dan mengakses berita melalui media daring atau jurnalisme daring. Selain itu, jumlah masyarakat yang melakukan jual beli daring juga terus meningkat dan peluang ini dimanfaatkan oleh perusahaan dan pihak pengiklan dengan menerapkan strategi Targeted Web Advertising. Namun tingginya jumlah artikel yang telah di publikasi dan diakses membuka peluang yang besar untuk terjadinya kesalahan dalam penentuan tempat peletakan iklan. Oleh karena itu, dibutuhkan sistem yang dapat mengkategorisasikan artikel yang diakses pengguna sebagai basis penempatan iklan oleh perusahaan dan sistem pengklasifikasian ini dapat dilakukan dengan menerapkan metode Data Mining dan Text Mining. Penelitian ini menggunakan dokumen data berupa konten artikel yang akan dikategorikan ke dalam dua puluh kategori kelas iklan dengan menggunakan teknik Text Mining dengan algoritma Support Vector Machine. Hasil dari penelitian ini dapat digunakan oleh perusahaan atau pihak pengiklan sebagai basis penempatan iklan di situs media daring yang dipilih.

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Rapid increase development in technological aspect resulting in growing level of human needs for the latest news, so that emerged a new trend of publishing and accessing news through online media or called online journalism. In addition, the number of people who sell and purchase through online sites also continues to increase and this opportunity is utilized by the company and the advertiser by implementing targeted web advertising. However, the high number of articles that have been published and accessed leads to great opportunities for errors in determining where to place the ads. Therefore, it needs a system that can categorize articles accessed by users as the basis of advertisement placement by the company and this classification system can be done by applying the method of Data Mining and Text Mining. This research uses document data in the form of article content that will be categorized into twenty categories of the class of advertisement by using Text Mining technique with Support Vector Machine algorithm. The results of this study may be used by companies or advertisers as a basis for placement of ads on selected online media sites."

"Pasar online shop di Indonesia sedang berkembang sangat pesat. Dengan semakin berkembangnya pasar online shop, menyebabkan semakin banyaknya online shop yang masuk dan beroperasi di Indonesia. Untuk mendapatkan pasarnya, maka online shop yang ada melakukan kegiatan pemasaran melalui berbagai macam cara, salah satunya adalah melalui akun Youtube. Penggunaan akun Youtube sebagai media pemasaran menggunakan video sebagai sarana penyampaiannya. Dalam menggunakan video sebagai sarana penyampaian, perlu diketahui karakteristik iklan online shop yang menarik secara kognitif dan emosional. Dalam penelitian ini, dilakukan evaluasi iklan online shop berdasarkan pada respon kognitif dan emosional penonton. Metode yang digunakan dalam penelitian ini adalah Frontal Alpha Asymmetry Analysis FAA dan kuesioner Positive and Negative Affect Scale PANAS . Metode FAA dilakukan dengan menggunakan data electroencephalogram responden selama dilakukan pemutaran video. Berdasarkan penelitian yang telah dilakukan, ada beberapa karakteristik video iklan online shop yang berpengaruh dan maupun tidak berpengaruh terhadap ketertarikan penonton.

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Indonesia has a very strong growth as an online Shop market. Big market growth at Indonesia makes there are many online shops join and operate at Indonesia. To gain the market, online shop in Indonesia was doing so many marketing activities one of them is through Youtube channel. Using Youtube channel as marketing channel means using video as the content. Before using video as marketing content, developer needs to know characteristics of online shop advertisement which can attract the viewer.

In this research, writer evaluates online shop advertisement based on cognitive and emotional response of viewer. The methods of this research are Frontal Alpha Asymmetry Analysis FAA and Positive and Negative Affect Scale PANAS questionnaire. Frontal Alpha Asymmetry Analysis using data from electroencephalogram of response of respondent while watching advertising video. Based on result of this research, there are several characteristics of online shop advertising video that affect and did not attract viewers significantly."