Publikasi Universitas Mercu Buana
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POTRET PERIKLANAN DI MEDIA MASSA INDONESIA
Get PDFPeriklanan adalah komunikasi komersil dan nonpersonal tentang sebuah organisasi dan produk-produknya yang ditransmisikan ke suatu khalayak target melalui media bersifat massal seperti televisi, radio, koran, majalah, direct mail (pengeposan langsung), reklame luar ruang, atau kendaraan umum. Periklanan modern merupakan anak kandung yang lahir dari invensi teknologi media massa, khususnya pada bentuk awal media massa yakni surat kabar. Media massa merupakan anak kandung dari berbagai invensi teknologi komunikasi dan informasi sejak ditemukannya mesin cetak pertama kali oleh Gutenberg tahun 1453, yang kemudian melahirkan media tercetak yang terbit secara periodik dan regular yang disebut dengan surat kabar dan kemudian majalah pada sekitar tahun 1775. Invensi teknologi komunikasi ini secara berturut-turut dalam kurun waktu yang berbeda melahirkan perangkat komunikasi massa lainnya yakni radio, film dan televisi. Untuk keempat media inilah yakni surat kabar/majalah, radio, film, dan televisi di kemudian hari dikenal dengan sebutan nama media massa. Dalam perkembangannya kegiatan periklanan juga menggunakan bentuk-bentuk media massa lainnya yaitu radio, film, dan televisi. Media-media inilah yang kemudian hari dikenal sebagai media utama yang digunakan dalam kegiatan periklanan atau lebih dikenal dengan sebutan media lini atas (above the line media). Selain itu ada juga media periklanan lainnya yang tidak termasuk dalam kategori media massa, yang sering disebut dengan media lini bawah (belowe the line media) (Jefkins, 2000). Media lini bawah merupakan media pendukung kegiatan periklanan di media utama dalam bentuk brosur, spanduk, flyer, neon box, flager, dan semua bentuk media yang memungkinkan dapat digunakan untuk menyampaikan pesan periklanan dalam bentuk headline, tagline, brandname, logotype, maupun slogan kepada konsume
The Customer Satisfaction as an Antecedent of Purchase Decision in the Post Pandemic Era
Get PDFObjectives: People's consumption habits have changed because of the pandemic which has been ongoing for about a year. The government's execution of the PSBB strategy has had a significant negative impact on local economic activity, particularly the food industry. Regional food and souvenirs are among the most potential industries that may grow following the COVID-19 pandemic. people visit one of these places since it has its own distinctive qualities and to remember, people bring home some souvenirs. The goal of this study is to determine whether consumer satisfaction can affect buying choices following the Covid-19 epidemic. Methodology: The study's quantitative approach makes use of purposive sampling of 100 participants and structural equation modeling (SEM) analysis methods with SmartPLS 3.0 software.Finding: The findings of the study indicate that product quality, brand image, and sales promotion significantly impact purchasing decisions. This suggests that these factors play a crucial role in shaping consumer choices. Additionally, the study reveals that purchasing decisions significantly influence consumer satisfaction. The level of consumer satisfaction with a product positively correlates with the likelihood of choosing to buy Tebing Tinggi's souvenir items. These findings highlight the importance of consumer happiness in influencing buying decisions, particularly in the post-Covid-19 epidemic environment. Conclusion: This study demonstrates that consumer satisfaction can indeed affect buying choices following the Covid-19 epidemic. The results emphasize the significance of product quality, brand image, and sales promotion in shaping purchasing decisions. Moreover, the study underscores the importance of consumer satisfaction as a determinant of buying behavior. These findings have implications for businesses operating in the post-pandemic environment, highlighting the need to prioritize factors that contribute to consumer happiness in order to drive sales and improve overall customer satisfaction
How Gratitude and Self-Image Congruency Can Affect the Satisfaction, Trust and Affective Commitment?
Get PDFObjectives: This study aims to determine the effect of perceived relationship marketing investments, self-image congruency, and customer gratitude on satisfaction, trust, and affective commitment perceived by-product customers who are associated with local brands. Methodology: This study uses a quantitative approach by distributing questionnaires. Hypothesis testing was carried out using SEM (Structural Equation Model) analysis technique on AMOS 24.0 software. The object used is the brand of consumer goods products. This research was conducted by surveying 305 Y and Z generation customers who have used or are currently using the product.Finding: The results of this study indicate that gratitude has a positive and significant effect on trust and affective commitment, and also has a negative and significant effect on overall satisfaction.Conclusion: This research shows that when the customer has felt the relationship marketing investment that a product or organization has made then from then positive feelings and a greater sense of gratitude will arise for the product or organization. Keywords: Affective Commitment; Customer Gratitude; Perceived Relationship Marketing Investment; Satisfaction; Self-Image Congruence; Trust
The Mediating Role of Risk Perception in the Relationship between Risk Propensity and Investment Decisions among Millennials in Indonesia
No full textObjectives: This study aims to explore the relationship between risk propensity, risk perception, and investment decisions among millennials in West Java, Indonesia. The study particularly examines how risk perception mediates the relationship between risk propensity and investment choices.Methodology: A purposive sampling method was used, with 500 respondents from the millennial generation, aged 24-39 years, who have at least one year of experience in investments. The data was collected via online surveys and analyzed using correlation and mediation analysis with Process v.34 by Andrew F. Hayes.Findings: The results demonstrate that risk propensity has a direct positive effect on investment decisions. Additionally, risk perception significantly mediates the relationship between risk propensity and investment decisions. Millennials with higher risk propensity tend to make more risk-taking investment decisions, but the level of their risk perception influences the final decision-making process.Conclusion: This research contributes to a deeper understanding of how risk behaviors, particularly risk propensity and perception, shape investment decisions among millennials. It provides valuable insights for investors and practitioners in the field of digital investment, suggesting that fostering better risk perception could lead to more informed investment decisions
Application of Measurement System Analysis (MSA) for Assesment of Tire Pressure Monitoring in Coal Mining Trucks
Get PDFTire pressure plays an important role in ensuring safe operation and performance of truck vehicles. Improper tire pressure always leads to tire life, vehicle safety, and performance. This paper discusses the application of measurement system analysis on truck tire pressure in a coal mining company. The study evaluates the measurement system of truck tire pressure. The company aims to extend the life span of its tire by maintaining and monitoring the tire pressure regularly. The tire pressure is measure by a pressure gauge. This study used measurement system analysis (MSA) to analyze the Gage R&R, with 2 tire men and 10 parts measured with 3 repetitions. The MSA results in a Total Gage R&R of 18.16% with a repeatability value of 12.34% and a reproducibility value of 13.32%. The result indicated that the measurement system showed good results for tire measurement applications because the Gage R&R was between 10% to 30%
The Impact of Company Size and Auditor Reputation on Auditor Switching (An Empirical Study of Manufacturing Companies Listed on the Indonesia Stock Exchange from 2018 to 2022)
Get PDFThis research aims to analyze and obtain empirical evidence about the influence of firm size and auditor reputation on auditor switching. The independent variables used in this research are firm size and auditor reputation. The dependent variable used in this research is auditor switching. The data used in this research is secondary data obtained from the official website of the Indonesia Stock Exchange and the official websites of each company. The population used is all manufacturing companies registered on the IDX in 2018-2022. Using the Purposive Sampling sampling technique, a sample of 44 manufacturing companies listed on the Indonesia Stock Exchange was obtained. The data analysis method in this research uses Logistic Regression Analysis. The research results show that company size has a positive and significant effect on auditor switching and auditor reputation has a positive and significant effect on auditor switching in manufacturing companies listed on the IDX for the 2018 - 2022 pe
THE INFLUENCE OF BRAND IMAGE, PRICE, AND STORE ATMOSPHERE ON REPURCHASE INTENTION OF CAN NGOPI GADING SERPONG CONSUMERS
Get PDFThis study was conducted with the aim of analyzing the influence of brand image, price, and store atmosphere on consumers' repurchase intention at Can Ngopi Gading Serpong. The approach used in this research is a quantitative approach with purposive sampling technique. The sample consisted of 116 consumers who have previously visited Can Ngopi, and the data was collected through a questionnaire survey via Google Forms. The data analysis technique employed was Partial Least Squares (PLS) using SmartPLS 3.0 software. The results of this study indicate that the variables Brand Image (X1) and Price (X2) have a positive and significant effect on Repurchase Intention (Y). However, the variable Store Atmosphere (X3) has no significant effect on Repurchase Intention (Y)
Implementasi Kebijakan Diversity, Equity, and Inclusion di Industri Teknologi
Get PDFThis research is motivated by the importance of implementing Diversity, Equity, and Inclusion (DEI) policies in the Indonesian technology industry, especially in Software as a Service (SaaS) companies operating in Jakarta, and the need to increase innovation and global competitiveness through a more inclusive and diverse work environment. The main problems identified are how employees perceive and experience DEI policies, and the challenges faced in implementing them in a heterogeneous and dynamic work environment. This research uses a qualitative approach with a case study design at PT. Cloud, where data is collected through in-depth semi-structured interviews with employees from various backgrounds, positions, and work experiences. Data analysis was carried out thematically, strengthening data validity by source triangulation. The results indicate that the DEI policy implemented in the PT Cloud entity has created a more inclusive and supportive work atmosphere. Cultural bias and resistance at the structural level are a challenge to solve. Overall, the implementation of DEI increases job satisfaction, motivation, and collaboration between teams
Buy or Bye? The Implementation of Augumented Reality to Enhance Consumer Willingness to Buy Cosmetics
Get PDFThis study explores how Augmented Reality (AR) features affect user experience and to what extent they contribute to users' purchase intention for cosmetic products on Shopee. As AR technology becomes increasingly integrated into online retail, key features such as personalization, interactivity, and detailed product information enhance user experience, which may increase consumer willingness to purchase. The aim of this study is to investigate whether using AR on Shopee can positively influence consumers' intention to buy. Employing a quantitative research approach, and the data collection tool use questionnaire by google form. In this study, the sample consist of 205 specifically gen-Z who have interacted with AR features. This study was conducted using SMARTPLS 4.1.0.8 software was used to analyze the data. This study found that the use of AR with information, personalization and interactivity features can improve user experience which explains that the higher the positive experience of AR users, the more it will affect the user's desire to buy cosmetic products
PENGARUH KUALITAS PRODUK, DESAIN PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA DISTRO STREET CATALOG
Get PDFPenelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, desain produk, dan harga terhadap keputusan pembelian pada Distro Street Catalog. Populasi dalam penelitian ini adalah konsumen yang pernah membeli produk Distro Street Catalog. Sampel yang digunakan sebanyak 100 responden, dan metode pengambilan data sampel menggunakan metode purposive sampling. Metode survei digunakan untuk pengumpulan data dengan kuesioner sebagai instrumen penelitian. Metode analisis data dalam penelitian ini menggunakan Software statistik IBM SPSS (Statistical Program Social Scientist) versi 25. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, desain produk berpengaruh positif dan signifikan terhadap keputusan pembelian, dan harga berpengaruh positif signifikan terhadap keputusan pembelian