Efektivitas Iklan Traveloka Televisi Konvensional Pada Konsumen di Era Digital

Hesti, Sri; Thasimmim, Said Nuwrun; Rimayanti, Wandira

doi:10.31289/simbollika.v7i1.4417

Cited by 6 publications

(8 citation statements)

References 0 publications

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“…With a negative value from the original sample, which is -0.045. This is in line with the research conducted by (Hesti et al, 2021) that advertising affects the performance of MSMEs with E-commerce as a moderating variable with a negative significance. This is related to the fact that the majority of MSMEs are Generation X who were born in 1965-1980 with low education and has a difficulty adapting to technology, especially during the Covid-19 pandemic which required everything to be online.…”

Section: Discussion Of the Fourth Hypothesis (H 4 )supporting

confidence: 91%

“…And the output results show a positive relationship from Z to Y because the original sample has a positive value of 0.311. This result is in line with the research from (Hesti et al, 2021) regarding the Survival Strategy using E-commerce for MSMEs in the Middle of the Covid-19 Pandemic. The key is that E-Commerce affects MSMEs significantly positive.…”

Section: Discussion Of the Third Hypothesis (H 3 )supporting

confidence: 89%

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Effect of Advertising and Product Innovation on the Performance of MSMEs During The Covid-19 Pandemic: E-Commerce as the Moderator

Basuki,

Yani,

Eillen

2023

ekuitas

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The background of this research is that some business operators have practiced or used e-commerce in their business activities, namely, in the Sunter Agung Village, North Jakarta. This research aims to identify the effect of advertising and product innovation on the performance of MSMEs during the Covid-19 pandemic with an e-commerce moderator. Advertising and Product Innovation are the independent variables and the performance of SMEs as the dependent variable in this research. In this research there is also a moderating variable, namely E-Commerce. Procedure for analyzing information using SmartPLS. The population in this research is MSMEs in the Sunter Agung Village, North Jakarta. Respondents in this study were taken using purposive sampling and produced 100 respondents. The analytical method in this study uses path analysis. The research results show that advertising has a positive and significant effect on MSME performance, product innovation has a positive and significant impact on MSME performance, E-commerce has a significant positive effect on MSME performance. Next, advertisements moderated by E-commerce have a negative and significant impact on the performance of MSMEs. Conversely, Product Innovation moderated by E-commerce has a positive and significant impact on the performance of MSMEs.

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Section: Discussion Of the Fourth Hypothesis (H 4 )supporting

confidence: 91%

Section: Discussion Of the Third Hypothesis (H 3 )supporting

confidence: 89%

Effect of Advertising and Product Innovation on the Performance of MSMEs During The Covid-19 Pandemic: E-Commerce as the Moderator

Basuki,

Yani,

Eillen

2023

ekuitas

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“…This equation shows that there is a positive relationship between the Rebranding variable (X) and Brand Image (Z). The influence of rebranding on brand image is also strengthened by the results of research from Poluan (2021) which states that rebranding can lead to an increase in product brand image.…”

Section: Relationship Between Rebranding (X) and Brand Image (Z)mentioning

confidence: 98%

The Effect of Rebranding Lays to Customer Loyalty with Brand Image as A Mediation Variable

Batara,

Susilo

2022

j.komun.

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PT Indofood CBP announced the launch of Chitato Lite, which is a form of the rebranding of Lays products by changing the logo and packaging. This study aims to determine whether there is an effect of Rebranding, Brand Image, and Customer Loyalty and to find out whether Brand Image mediates the effect of Rebranding Lays on Customer Loyalty. This study uses quantitative methods with the type of explanatory research and uses survey methods. The data was obtained by distributing questionnaires to 219 followers of the Instagram accounts @laysindonesia and @mychitato who were aware of the Lays rebranding. The type of sampling used is non-probably sampling with a purposive sampling technique. Hypotheses were tested using normality, correlation, and linearity tests. The results of this study indicate that there is a significant influence between rebranding on customer loyalty directly and indirectly, while the direct effect is 29.3% and the indirect effect of rebranding on customer loyalty through brand image is 43.3%. This shows that Lays' rebranding is considered relevant to product changes.

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“…Without measuring the effectiveness, it will be difficult to find out whether the company's goals can be achieved or not. Sazali and Rozi in Hesti et al (2021), stated that advertising is effective if it achieves the goals set by advertisers.…”

Section: Epic Ratementioning

confidence: 99%

The effectiveness of Instagram ads as a promotional platform in selling product at Sthala Ubud Bali using the EPIC model method

Sadewa,

Mataram,

Sari

2023

JASTH

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Current technological developments affect global marketing trends. This development has made marketers change their marketing strategies to internet marketing, one of which is Sthala, a Tribute Portfolio Hotel, Ubud Bali by Marriott International which wants the products marketed to cover the global market, the objective in this study is of course to measure the role of Instagram in carrying out promotions and sales so that the level of effectiveness of the advertisements that are run must be measured. The researcher was interested to analyse the effectiveness of hotel advertisements through the Instagram platform in selling products Using variables from EPIC (empathy, persuasion, impact, and communication) the level of advertising effectiveness can be determined. The sampling technique used for this study was purposive sampling, consisting of Instagram followers of this hotels, with total 100 respondents were collected as samples. This study uses the EPIC model as a method for calculating effectiveness which consists of four dimensions, namely empathy, persuasion, impact, and communication. The results of research and examination of Sthala, a Tribute Portfolio Hotel, Ubud Bali by Marriott Internasional’s Instagram is considered very effective for the empathy dimension, the persua-sion dimension, the impact dimension, and the communication dimension. Overall, these findings conclude that advertising Sthala, a Tribute Portfolio Hotel, Ubud Bali by Marriott International via Instagram is very effective. The effectiveness of hotel room sales growth was also tested which shows positive growth results but due to Covid-19, sales growth has decreased. This is indicated by data on room sales from 2018 to 2019 it rose significantly and in 2020 it dropped dramatically and experienced another increase in 2021 to 2022.

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Efektivitas Iklan Traveloka Televisi Konvensional Pada Konsumen di Era Digital

Cited by 6 publications

References 0 publications

Effect of Advertising and Product Innovation on the Performance of MSMEs During The Covid-19 Pandemic: E-Commerce as the Moderator

Effect of Advertising and Product Innovation on the Performance of MSMEs During The Covid-19 Pandemic: E-Commerce as the Moderator

The Effect of Rebranding Lays to Customer Loyalty with Brand Image as A Mediation Variable

The effectiveness of Instagram ads as a promotional platform in selling product at Sthala Ubud Bali using the EPIC model method

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