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"Di zaman sekarang ini, banyak bisnis memanfaatkan dukungan publik figur untuk meningkatkan penjualan dan brand awareness mereka, bahkan juga untuk memperluas target market mereka. Dikarenakan banyak brand dari berbagai industri menyadari seberapa besar dampak dari endorse publik figur ini, mereka semakin bergantung kepada mereka karena publik figur ini mempunyai kemampuan untuk mempengaruhi orang terhadap suatu produk atau servis. Hal ini mendorong pelaku bisnis untuk lebih banyak berkolaborasi dengan influencer dan hal ini terlihat dari kasus Tasya Farasya dan dampak endorsement di industri kecantikan. Oleh karena itu, makalah ini bertujuan untuk memahami bagaimana konsep teori AIDA model (Lewis, 1898) menjelaskan pengaruh publik figur dalam mempengaruhi perilaku pembelian masyarakat melalui endorsement Tasya Farasya di Instagram. Penelitian ini menggunakan metode kualitatif dan metode pengumpulan data sekunder digunakan untuk menganalisis unsur AIDA dalam fenomena endorsement Tasya Farasya. Penelitian ini, kemudian, menunjukkan bahwa ada beberapa tahapan yang dilalui seseorang dalam proses pengambilan keputusan untuk membeli produk atau layanan, dan tingkat keefektifan model ini bergantung pada siapa yang di endorse. ......In this day and age, a lot of business brands, make use of public figure endorsement to increase their brand awareness and sales and hopefully expand more potential target audience. As many brands coming from different industries have shown how impactful these endorsements are, they rely more on those public figures/influencers due to their power in shaping people’s desires on a product on service. This encourages businesses to collaborate more with influencers and this can be seen through the case of Tasya Farasya and the beauty industry endorsement impacts. Thus, this paper aims to understand how the AIDA model of communication theory (Lewis, 1898) explains the influence of public figure in influencing people’s buying behavior through Tasya Farasya’s endorsement on Instagram. In order to gain the data, qualitative method is applied in this research and secondary data collecting method is used to analyze the AIDA elements in Tasya Farasya’s endorsement phenomenon. The study later shows that there are some stages people gone through in their decision-making process to purchase a product or service and the effectiveness rate of this model is depending on who’s being endorsed. In this day and age, a lot of business brands, make use of public figure endorsement to increase their brand awareness and sales and hopefully expand more potential target audience. As many brands coming from different industries have shown how impactful these endorsements are, they rely more on those public figures/influencers due to their power in shaping people’s desires on a product on service. This encourages businesses to collaborate more with influencers and this can be seen through the case of Tasya Farasya and the beauty industry endorsement impacts. Thus, this paper aims to understand how the AIDA model of communication theory (Lewis, 1898) explains the influence of public figure in influencing people’s buying behavior through Tasya Farasya’s endorsement on Instagram. In order to gain the data, qualitative method is applied in this research and secondary data collecting method is used to analyze the AIDA elements in Tasya Farasya’s endorsement phenomenon. The study later shows that there are some stages people gone through in their decision-making process to purchase a product or service and the effectiveness rate of this model is depending on who’s being endorsed. "

"Tech winter menyebabkan sebanyak 97,000 pekerja di sektor teknologi terdampak pemutusan hubungan kerja pada tahun 2022. Fenomena ini menyebabkan lapangan kerja yang semakin terbatas dan kompetitif, sehingga para lulusan baru di bidang teknologi informasi sulit mendapatkan pekerjaan. Faktor utama yang menyebabkan lulusan baru kalah bersaing adalah kurangnya pengalaman kerja praktis selama masa studi. Salah satu solusi untuk mengatasi masalah ini terletak dalam gig economy. Saat ini sudah banyak platform yang menawarkan gig economy dalam bentuk pekerjaan lepas (freelance), tetapi belum ada yang secara khusus menargetkan mahasiswa sebagai pasar utamanya. Padahal, melalui gig economy mahasiswa dapat membangun portofolio yang baik sejak masih duduk di bangku perguruan tinggi dengan menerima proyek lepas bidang Teknologi Informasi (TI). Dalam penelitian ini, dirancang sebuah aplikasi web yang khusus menyediakan proyek lepas di bidang TI bagi mahasiswa dengan menerapkan metodologi Customer Development. Aplikasi web tersebut dapat digunakan oleh dua tipe pengguna, yaitu pengguna pekerja mahasiswa dan pengguna klien. Penelitian ini berhasil menghasilkan luaran berupa solusi yang telah mencapai problem-solution fit dengan menggunakan value proposition canvas yang sudah tervalidasi, MVP berbentuk high-fidelity prototype, serta mengusulkan sebuah funnel akuisisi pengguna dengan memanfaatkan model AIDA. Secara garis besar, value propositions yang harus dimiliki oleh aplikasi adalah sistem verifikasi mahasiswa, sistem assessment bagi mahasiswa, sistem pendaftaran yang terpusat, bimbingan mentor saat pengerjaan proyek, dan sistem insentif yang kompetitif. Beranjak ke funnel akuisisi pengguna, awareness ditandai dengan pengguna pertama kali mengenal aplikasi, interest ditandai dengan pengguna mengunjungi aplikasi, desire ditandai dengan pengguna membuat akun pada aplikasi, dan akhirnya action ditandai dengan pengguna melamar pada proyek yang tersedia pada aplikasi. Hasil penelitian ini menunjukkan bahwa terdapat potensi besar dalam pemanfaatan gig economy untuk membantu mahasiswa TI mendapatkan pengalaman kerja nyata.......The tech winter led to the layoff of approximately 97,000 workers in the technology sector in 2022. This phenomenon has led to increasingly limited and competitive job opportunities, making it difficult for fresh graduates in the field of information technology to secure employment. The main factor contributing to fresh graduates' inability to compete is the lack of practical work experience during their studies. One solution to this issue lies in the gig economy. There are currently numerous platforms that offer gig economy opportunities in the form of freelance work, yet none specifically target students as their primary market. However, through the gig economy, students can build a strong portfolio from their university days by accepting freelance projects in the field of Information Technology (IT). In this research, a web application is designed specifically to provide freelance projects in the IT field for students, applying the Customer Development methodology. The web application will be facilitating two segment of users, the student workers and the clients. The research successfully produced outputs including a solution that has achieved a problem-solution fit using a validated value proposition canvas, a Minimum Viable Product (MVP) in the form of a high-fidelity prototype, and proposed a user acquisition funnel utilizing the AIDA model. To simplify, the value propositions for the application are student verification system, an assessment system for students, a centralized registration system, mentor guidance during project work, and a competitive incentive system. Moving on to the user acquisition funnel, awareness is characterized by users first getting to know the application, interest is characterized by users visiting the application, desire is characterized by users creating an account on the application, and finally action is characterized by users applying to projects available on the application. The findings of this research demonstrate a significant potential in leveraging the gig economy to assist IT students in gaining real work experience."

"Penelitian tesis ini berjudul Investasi Pada Generasi Milenial: Apa Faktor Yang Mempengaruhi Minat Generasi Milenial Untuk Berinvestasi Reksadana Syariah, menggunakan Model AIDA yang terdiri dari variabel Karakteristik Responden, Informasi Produk, Risiko Investasi, Pertimbangan Perinsip Syariah, dan Pertimbangan Ekonomi terhadap Peningkatan minat investor dan persentase NAB reksadana syariah secara signifikan. Penelitian ini juga melibatkan investor generasi milenial yang telah berinvestasi pada Reksadana Syariah dengan jumlah 165 responden. Analisis data menggunakan metode metode campuran dan menggunakan Partial Least Square Structural Equation Modelling (PLS-SEM) sebagai analisis data. Hasil penelitian kuantitatif menunjukkan bahwa Informasi Produk dan Pertimbangan Ekonomi berpengaruh terhadap Keputusan Investasi, Risiko Investasi dan Pertimbangan Prinsip Syariah tidak berpengaruh terhadap Keputusan Investasi. Hasil penelitian kualitatif menunjukan dalam mendukung keputusan investasi, informasi produk, risiko investasi, pertimbangan prinsip Syariah, dan pertimbangan ekonomi. Dijelaskan 6 responden yang terdiri dari 3 investor reksadana syariah dan 3 reksadana konvensional memiliki kesamaan dalam faktor yang mempengaruhi dalam berinvestasi. Seluruh responden menginformasikan bahwa informasi produk dan pertimbangan ekonomi merupakan faktor penting dalam mendukung keputusan investasi, tergantung dari jenis investor dalam mengambil dan melihat peluang serta ekspektasi dalam berinvestasi di reksadana.......The research for this thesis is entitled Investing in Millennial Generation: What Factors Affect Millennial Generation's Interest To Invest in Sharia Mutual Funds, using the AIDA Model which consists of Respondents' characteristic variables, Product Information, Risk, Sharia Principles Considerations, and Economic Considerations on Increasing Investor Interest and Percentage NAV of sharia mutual funds significantly. This research also involves Millennial Generation Investors who have invested in Sharia Mutual Funds with a total of 165 respondents. Data analysis used mixed methods and used Partial Least Square Structural Equation Modelling (PLS-SEM) as data analysis. The results of the study indicate that Product Information and Economic Considerations have an effect on Investment Decisions, Investment Risk and Sharia Principles have no effect on Investment Decisions. The results of the qualitative research show that in supporting investment decisions, product information, investment risk, consideration of Sharia principles, and economic considerations. It was explained that 6 respondents consisting of 3 sharia mutual fund investors and 3 conventional mutual funds have similarities in the factors that influence investment. All respondents stated that product information and economic considerations are important factors in supporting investment decisions, depending on the type of investor taking and the opportunities and expectations in investing in mutual funds."