Articles

Indicators to Measure the Influence of Celebrity Personality and Humor Ads on Consumer Purchasing Intentions

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Humorous advertising is considered the most effective marketing tool. However, on the other hand, consumers still identify the credibility of celebrities who star in advertisements. Companies need to determine which aspects of these two things are effective in increasing consumer purchasing intentions according to the type of product and target market. Apart from that, this research also measures endorsed brand credibility, transfer of brand image, attitude toward ads and e-word of mouth. This measuring tool was tested on a sample of 30 women who had seen a funny endorsement video from a famous comedian digital in Indonesia. The data was processed using IBM SPSS Statistics 26. The test results showed that the measuring instrument consisting of 7 constructs and 49 items met the validity and reliability criteria. Therefore, this particular measurement instrument was prepared for use in further research purposes.

Proposed Marketing Strategies of Indihome TV to Increase Brand Awareness and Subscribers

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Over-the-top (OTT) platforms have experienced phenomenal global growth in recent years. Indonesians are increasingly turning to OTT for their favorite shows. Nearly one in three Indonesians now stream OTT. Indihome TV, is a Video Over The Top (OTT) application service that allows users to experience IndiHome TV on various devices. PT. Telkom’s development of its own OTT platform, such as Indihome TV, is crucial for maintaining a competitive edge in the telecommunications industry. However, despite the availability of IndiHome TV on the application, only a limited number of users are aware of its existence. There are only a few active users of the IndiHome TV app.The low number of subscribers of Indihome TV presents a significant challenge. To address this issue, it is crucial for the company to enhance brand awareness and develop strategies tailored to their target consumers. The objectives of this research are to increase brand awareness of Indihome TV, identify significant product attributes influencing customer purchase intention, and design effective marketing strategies to promote the Indihome TV premium package. A quantitative methodology is employed, involving customer analysis and hypothesis testing. Questionnaires are distributed to potential target market respondents who have previous experience with OTT platforms. The collected data is processed using SMART PLS. The research findings reveal that Social Media Marketing and E-WOM have a positive impact on Brand Awareness. Additionally, significant product attributes influencing customer purchase intention include content variety, available payment options, and compatibility. Both Brand Awareness and Product Attributes positively influence Purchase Intention. Based on these findings, several recommendations are made. These include collaborating with local film production companies to enhance content offerings, partnering with Telkomsel to create bundled packages, implementing a point-based system to encourage user reviews, and delivering a seamless user experience across platforms and devices. These strategies are derived from internal and external analysis, as well as the SWOTTOWS analysis and QSPM Matrix.

Maximizing Simultaneous Social Media Communication: A Study on Purchase Intention among Millennials and Generation Z in the Online Language Learning Industry

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Born in the middle of lock down Covid-19 in Indonesia, Cetta Online Class started their journey and currently has more than 1700 enrolling students in 5 language classes. However, Cetta needs to re-evaluate to be able to win the market and grow their sales, as they enter the market by using social media marketing communication. Cetta needs to know how to utilize more of their firm-created social media and their ongoing students to be able to generate more word of mouth. Studies have found that firm-created social media communication, user-generated social media communication, and E-WOM have a significant positive impact on purchase intention in several countries. All respondents of this study are millennials and members of Generation Z, as Cetta’s students are Millennials and Gen Z. This research was conducted for academic purposes and to make recommendations for Cetta Online Class, a company in the service industry and, to be more precise, a brand that operates an online foreign language course. This research uses quantitative linear regression approaches with a survey method and cross-sectional research design. The measuring tools of the study designed by Alrwashdeh, Emeagwali & Aljuhmani (2019) to measure E-WOM and purchase intention; and Schivinski and Dabrowski (2016) to measure firm-created and user generated social media communication. The sampling technique used in this research is purposive sampling. This study involved 444 respondents (64% Gen Z and 36% Millennial). The results showed that: First, E-WOM is the most influential factor, but it is surpassed by simultaneous social media communication, which is an integrated communication strategy that incorporates all three elements, including firm-created social media, user-generated social media, and E-WOM. Second, Gen Z respondents have more influence than millennials, which includes both firm-created and user-generated influence. Millennials exceeded Gen Z in E-WOM by 0.02%. Third, the recommended strategies to maximize simultaneous communication are: create new design, social media creative team recruitment, content contests and challenges, student stories and testimonials, student ambassador program, invest more in service quality and learning journey, create a referral program, and build a strong community.