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MENGUKUR EFEKTIVITAS TAGLINE IKLAN TELEVISI MINUMAN RINGAN TEH BOTOL SOSRO DENGAN METODE CUSTOMER RESPONSE INDEX (CRI) (Studi pada Mahasiswa Program Studi Manajemen Universitas Nusantara PGRI Kediri Angkatan 2014)
Get PDFAbstract                   Tagline is one way to make the customer always remember the product with the catchprase. Teh Botol Sosro is one of the products whose ads have a catchy tagline or catch phrase. In 2000 Teh Botol Sosro replaced his tagline with "Apapun Makanannya Minummnya Teh Botol Sosro" .This new line of Teh Botol Sosro creates a new image of the brand. The persuasive effects of this ad tagline are well attached to the Indonesian people. The subjects of this study are students of the Faculty of Economics Force 2014 because it has taken the subject of Marketing Management so it is considered the most appropriate to be a respondent. The sample of this study amounted to 76 students. The effectiveness of Teh Botol Sosro advertisement is very important to be researched and in this research the researcher chose Customer Response Index (CRI) method as its analysis tool. The response elements in CRI are awareness, comprehend, interest, intention, and action. In CRI, these five responses are interconnected and form a level or hierarchy. That is, the ad audience in generating a response is by passing level by response level starting from awareness as the basic response. The conclusions of this study indicate that according to CRI analysis, the Bottom Sosro Tea Bottle tagline version of "whatever the food is drinking sosro bottle tea" is considered very effective because the results show almost 100% valuation.Keywords: Advertisement, Tagline, Customer Response Index AbstrakTagline merupakan salah satu cara untuk membuat customer selalu mengingat produk dengan catchprasenya. Teh Botol Sosro adalah salah satu produk yang iklannya memiliki tagline atau catch phrase yang cukup menarik. Pada tahun 2000 Teh Botol Sosro mengganti tagline nya dengan “Apapun makanannya, minumnya Teh Botol Sosroâ€.Tagline baru Teh Botol Sosro ini membuat image baru terhadap brandnya. Efek persuasif dari tagline iklan ini cukup melekat baik di masyarakat Indonesia. Subyek dari penelitian ini adalah mahasiswa Fakultas Ekonomi Angkatan 2014 karena sudah menempuh mata kuliah Manajemen Pemasaran sehingga dianggap paling sesuai untuk dijadikan responden. Sampel dari penelitian ini berjumlah 76 mahasiswa. Efektivitas iklan Teh Botol Sosro sangat penting untuk diteliti dan dalam penelitian ini peneliti memilih metode Customer Response Index (CRI) sebagai alat analisisnya. Elemen-elemen respon dalam CRI adalah awareness (kesadaran), comprehend (pemahaman), interest (ketertarikan), intention (niat), dan action (tindakan). Dalam CRI, kelima respon ini saling berhubungan dan membentuk tingkatan atau hirarki. Artinya, audiens iklan dalam menimbulkan respon adalah dengan melewati tingkat demi tingkat respon mulai dari awareness sebagai respon dasar. Kesimpulan dari penelitian ini menunjukkan bahwa menurut analisis CRI, tagline iklan Teh Botol Sosro versi “apapun makanannya minumnya teh botol sosro†dinilai sangat efektif karena hasil menunjukkan penilaian hampir 100%. Kata Kunci: Iklan, Tagline, Customer Response Inde
ANALISIS PENGARUH PLACE, PROMOTION, DAN PEOPLE TERHADAP KEPUTUSAN KONSUMEN MELAKUKAN PEMBELIAN PRODUK PASAR MODAL DENGAN MENGGUNAKAN JASA EQUITY BROKERAGE DI PT SUCORINVERS CENTRAL GANI CABANG KEDIRI
Get PDFPersaingan dalam dunia bisnis pada saat ini sangat ketat. Tidak hanya produk barang, produk jasa juga tidak lepas dari pemasaran. Pemasaran telah menjadi subyek yang sangat penting dalam kehidupan sehari-hari sejalan dengan semakin berkembangnya perekonomian. Atas dasar hal tersebut penelitian ini bertujuan untuk menganalisis pengaruh Place, Promotion, dan People terhadap keputusan konsumen melakukan pembelian produk pasar modal dengan menggunakan jasa Equity Brokerage di PT Sucorinvest Central Gani Cabang Kediri baik secara parsial maupun simultan.
Variabel penelitian yang digunakan adalah Place, Promotion, dan People dan keputusan pembelian. Populasi dalam penelitian ini sejumlah 158 responden. Sampel ditentukan dengan menggunakan metode purposive sampling sejumlah 35 responden dengan menggunakan karakteristik. Data dikumpulkan dengan menggunakan kuisioner, selanjutnya dianalisis secara kuantitatif. Analisis kuantitatif, menggunakan analisis linear berganda, yang di ambil dengan alat bantu SPSS XVI.
Hasil penelitian membuktikan bahwa secara simultan variabel Place, Promotion, dan People berpengaruh positif dan signifikan terhadap variabel keputusan pembelian dengan koefisien F hitung = 4,037 > F tabel (2,88). Hasil penelitian juga membuktikan bahwa variabel place berpengaruh positif namun tidak signifikan dengan koefisien thitung sebesar 1,820, variabel Promotion dan People berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan koefisien thitung Promotion 3,014 dan 3,895 untuk variabel People sementara ttabel adalah sebesar 1,891.
Berdasarkan hasil penelitian, peneliti menyarankan bagi PT Sucorinvest Central Gani Cabang Kediri untuk berusaha memberikan pelayanan yang terbaik, promosi yang menarik, serta memlilih lokasi kantor yang strategis sehingga meningkatkan jumlah nasabah yang membeli produk pasar modal melalui jasa Equity Brokerage di PT Sucorinvest Central Gani Cabang Kediri
DIGITAL TRANSFORMATION, MARKETING, BUSINESS SIZE, FINANCIAL LITERATION ON SMES' COMPETITIVE ADVANTAGE
Get PDFThis study investigates the influence of digital transformation, marketing strategies, and business size on competitive advantage and performance in Indonesian SMEs. With a sample of 100 SMEs, the research reveals that digital transformation alone does not directly impact competitive advantage or performance. However, when mediated by financial literacy, digital transformation becomes a significant factor affecting both competitive advantage and company performance. Marketing strategies directly influence competitive advantage but not firm performance. Business size has a direct impact on both competitive advantage and performance. Financial literacy plays a crucial moderating role in shaping the relationships between digital transformation, competitive advantage, and firm performance. The findings suggest potential avenues for future research, emphasizing the need for broader sample sizes and additional variables to enhance the understanding of these dynamics in similar contexts
Language Style Used in the Slogans of Sampoerna Advertisements
Get PDFKeywords: Language style, language style based on lexicon, language style based on sentence structure, Sampoerna. When delivering ideas through language, people may use different language variety that is called style. “People use a different language style when they are communicating with others because from the style they can recognize the speaker's background and the reason of using a variety of language that he/she uses” (Trudgill, 2002:2). In conducting the study, the writer analyzed two problems of study namely; (1) What kinds of language style used in the slogans of Sampoerna advertisements seen from its lexicon (2) What kinds of language style used in the slogans of Sampoerna advertisements seen from its sentence structure. The main theory used in this study is the language style theory proposed by Keraf Gorys (2010) supported by theories proposed by Trudgill& Pratt (1980) and Abdul Chaer (2006). This study used qualitative and document analysis since the analysis focused on analyzing and interpreting the text in the form of slogans. The data of this study were the slogans of Sampoerna advertisements taken from internet and some from other sources like television and newspapers. In this study, the writer described the data by using tables. The writer revealed that language style based on lexicon of both formal and informal are found. Moreover, in this study the writer included the characteristics of lexical and grammatical of Bahasa Indonesia which can be seen in appendices. It was done in order to make deeper analysis. The language style based on sentence structure (climax, anticlimax, parallelism, antithesis, and repetition) was found in this study. However, the writer only found four styles because parallel style is not found in the data. From 20 slogans analyzed based on lexicon, the writer found out that there were seven slogans categorized into formal language style and there are 13 slogans categorized into informal language style. Based on sentence structure, from 20 slogans, it was found out that there are 11 slogans of climax, four slogans is anticlimax, one slogan is antithesis and four slogans is repetition. Last, the writer suggests for the future study to analyze language style that occurs in the slogan of Indonesian advertisement not only from its lexicon and sentence structure but maybe can also be seen from its meaning because it will contribute deeper analysis
Increasing Impulse Buying Customer Through Social Media Influencer: E-WOM, Testimonial, Flashsale as Stimulus
Get PDFShopee as a shopping platform with the most
traffic in Indonesia has various features that can
increase transactions due to the impact of
changes in consumer shopping patterns
including E-WOM and testimonials containing
after-purchase consumer reviews and flashale.
Therefore, the purpose of this study is to
analyze: the effect of E-WOM on SMI, the
effect of testimonials on SMI, the effect of
flashale on SMI, the effect of E-WOM on
impulse buying, the effect of testimonials on
impulse buying, the effect of flashsale on
impulse buying, the effect of SMI on impulse
buying, the effect of E-WOM on impulse
buying, the effect of Testimonial on impulse
buying, the effect of Flashsale on impulse
buying through SMI on the Shopee platform.
This study uses a quantitative approach and
SEM-PLS analysis. The population of this
research is all unlimited users of the Shopee
platform and a sample of 180 respondents. The
results of this study state that there is a
significant effect of E-WOM on SMI,
testimonials on SMI, flashsale on SMI, E-WOM
on impulse buying, testimonials on impulse
buying, and flashsale on impulse buying. SMI
on impulse buying and E-WOM, testimonials
and flashsale on impulse buying through SMI.
Keywords: E-WOM, Testimonial, Flashsale,
SMI, Impulse Buyin
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
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