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"Tesis ini membahas pengaruh aspek-aspek iklan display dan pencarian kata kunci pada e-commerce Shopee Indonesia dan Tokopedia terhadap intention to purchase (niat pembelian konsumen). Penelitian menggunakan pendekatan kuantitatif dengan konsep-konsep Theory of Reasoned Action (TRA) dan Theory of Planned Behavior (TPB). Dari 595 responden penelitian yang diuji dengan analisis jalur menyiratkan adanya pengaruh perceived informativeness, perceived entertainment, dan perceived credibility terhadap perceived ad value. Perceived ad value, perceived entertainment, perceived credibility, dan perceived interactivity secara bersama-sama berpengaruh positif terhadap attitude towards ads. Di sisi lain, attitude towards ads, perceived ease of use, dan subjective norms memiliki pengaruh positif terhadap intention to purchase.

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This thesis examines the impact of display and search advertising aspects on the e-commerce platforms of Shopee Indonesia and Tokopedia on consumers' intention to purchase. The research employs a quantitative approach based on the concepts of the Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB). Among the 595 research respondents analyzed through path analysis, the results suggest that perceived informativeness, perceived entertainment, and perceived credibility influence perceived ad value. Collectively, perceived ad value, perceived entertainment, perceived credibility, and perceived interactivity positively impact the attitude towards ads. Conversely, attitude towards ads, perceived ease of use, and subjective norms positively influence the intention to purchase."

"Banyaknya trend yang muncul akibat kemajuan teknologi internet dan media sosial memberikan dampak terhadap perubahan gaya hidup. Oleh karena itu pemasar perlu memperhatikan strategi dan media yang digunakan dalam memasarkan produknya. Instagram banyak digunakan sebagai alat pemasar online yang efektif. Fitur pada Instagram memampukan pemasaran untuk melakukan electronic word of mouth. Electronic word of mouth merupakan proses berbagi, merekomendasikan, atau memberikan ulasan tentang produk, layanan, atau merek melalui platform digital. eWOM dapat dibagi dari berbagai sumber seperti eWOM dari endorsement, customer dan brand. Penelitian ini fokus pada pengaruh electronic word of mouth dari endorsement, customer, dan brand terhadap minat beli pada produk katering sehat Less Salt Diet, baik secara langsung maupun menggunakan mediator brand trust. Teknik pengambilan sampel yang digunakan adalah sampel non-probabilitas sebanyak 400 responden sesuai dengan rumus Slovin. Hasilnya adalah eWOM dari endorsement dan customer memiliki pengaruh langsung dan tidak langsung terhadap minat beli. Sedangkan eWOM dari brand memiliki pengaruh tidak langsung melalui brand trust terhadap minat beli namun tidak memiliki pengaruh langsung terhadap minat beli.

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The emergence of various trends due to the advancement of internet technology and social media has significantly impacted lifestyle changes. Consequently, marketers need to carefully consider their strategies and media used to promote their products. Instagram has become a widely used platform for effective online marketing. Its features enable marketers to engage in electronic word of mouth (eWOM), which involves sharing, recommending, or reviewing products, services, or brands through digital platforms. eWOM can stem from different sources, such as endorsements, customers, and brands. This study focuses on the influence of eWOM from endorsements, customers, and brands on purchase intentions for the healthy catering product "Less Salt Diet." Additionally, it examines both direct and indirect effects using brand trust as a mediator. The sample for this research consists of 400 respondents, selected through a non-probability sampling technique, based on the Slovin formula. The findings suggest that eWOM from endorsements and customers has both direct and indirect effects on purchase intentions. On the other hand, eWOM from the brand has only an indirect influence on purchase intentions through brand trust and does not directly affect purchase intentions.

"

"Perkembangan influencer social media saat ini sangat lah pesat. Potensi pajak dari kegiatan endorsement yang dilakukan oleh influencer juga sangat besar, maka dibutuhkan pengawasan yang tepat untuk mengawasi kegiatan endorsement yang dilakukan influencer social media. Penelitian ini menggunakan metode post-posivist, disusun berdasarkan penelitian menggunakan pendektan kualitatif pengumpulan data untuk keperluan analisis diperoleh melalui penelitian dokumen, studi kepustakaan dan wawancara dengan pihak terkait. Hasil Penelitian menyatakan pengawasan PPh atas kegiatan endorsement di Indonesia masih bersifat manual dan dipersamakan dengan pengawasan WP OP. Hambatan yang bersumber dari WP, Infrastruktur, dan Peraturan membuat Pengawasan tidak berjalan dengan optimal. Oleh karena itu DJP diharapkan dapat memperluas basis data influencer social media dan juga membuat ketentuan perpajakan dan juga pengawasan atas kegiatan endorsement......The development of social media influencers is currently very fast. The potential tax from endorsement activities carried out by influencers is also very large, so proper supervision is needed to oversee endorsement activities carried out by social media influencers. This study uses a post-posivist method, compiled based on research using a qualitative approach to data collection for the purposes of analysis obtained through document research, literature study and interviews with related parties. The results of the study stated that the supervision of income tax on endorsement activities in Indonesia was still manual and equated with the supervision of WP OP. Obstacle originating from WP, Infrastructure, and Regulations make Supervision not run optimally. Therefore, DGT is expected to expand the database of social media influencers and also make tax provisions as well as oversight of endorsement activities."

"Peningkatan pengunaan media sosial untuk beriklan memunculkan pertanyaan aspek iklan apa saja yang penting dimiliki pada sebuah iklan sehingga dapat menarik perhatian konsumen. Tujuan dari penelitian ini adalah untuk mengetahui aspek dari paparan iklan pada media sosial yang sedang marak digunakan di Indonesia, Instagram, terhadap sikap perilaku dari konsumen terhadap iklan, merek, dan niat pembelian. Penelitian ini dilakukan secara kuantitatif dengan menggunakan survey yang disebarkan pada responden sampel dengan kuisioner yang dikelola sendiri. Data diolah menggunakan structural equation modelling SEM dengan LISREL 8.70. Penelitian ini dilakukan di Indonesia dan berfokus pada pengguna Instagram serta kampanye iklan media sosial yang beredar di Indonesia. Meskipun terdapat limitasi, penelitian ini dapat membantu pemasar untuk meningkatkan efektivitas iklan untuk mendapatkan ROI yang ingin dicapai dengan iklan yang memiliki daya tarik emosional, kreativitas, informasi, dan aspek hiburan sehingga dapat meningkatkan sikap positif konsumen terhadap iklan, merek, dan niat pembelian.

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The continuous growth of social media usage for advertising has sparked questions about important aspects of advertisement which could attract the customers. The purpose of this paper is to understand which aspects of the advertising exposure in the widely use social media in Indonesia, Instagram, towards the behavioral attitudes of customers toward the advertising, brand, and purchase intention.

Quantitative research was conducted by a survey among a sample respondents via self administered structured questionnaires. Data was analyzed using Structural Equation Modelling SEM using LISREL 8.70.

This study was only conducted in Indonesia which focus on Instagram user and the advertising campaign runs in Indonesia. Despite this limitation, the findings on this study enable marketers to enhance the effectiveness of their advertising campaign to reach the targeted ROI by an advertising that has emotional appealss, creativity, information, entertainment aspects to increase customer positive attitude toward the advertising, attitude toward the brand and purchase intention."

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Storytelling dianggap sebagai metode content marketing yang efektif dalam advertising untuk memperkuat produk, dan dapat mempengaruhi sikap dan cognitive response dari seseorang terhadap produk, bahkan dalam harga yang ditawarkan secara premium. Penelitian ini bertujuan untuk menguji dan menganalisis metode yang mempengaruhi sikap dan niat konsumen, melalui eksperimen dengan menggunakan produk dan merek fiktif yang menggunakan perspektif Teori Metode Bercerita dari terkait-Produk dan Penyebab-terkait, dan Penentuan Harga dari Premium untuk Terjangkau. Sebuah kuesioner online yang dibagikan kepada 460 wanita di wilayah DKI Jakarta, kelompok usia baby boomers akhir, X, dan Y awal melalui purposive sampling. Analisis dilakukan dengan menggunakan ANOVA untuk menguji perbedaan antara kelompok dan untuk menguji kekuatan sebelas hipotesis dari hubungan variabel dalam model. Hasil penelitian menunjukkan bahwa pengaruh yang paling kuat adalah metode storytelling, meskipun harga berbeda antar kelompok, terdapat sikap positif dan niat untuk membeli produk. Antara stimulus storytelling terkait produk dan terkait cause, storytelling yang terkait produk memiliki dampak yang lebih besar dari stimulus penceritaan yang terkait dengan cause. Penelitian ini hanya terfokus pada satu jenis produk dari fashion berjenis luxury, hasil dapat berbeda dengan jenis produk lainnya. Penelitian ini tidak menggunakan manipulation check saat pretest

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Storytelling is considered as an effective method of content marketing in advertising to strengthen the product, and could affects individuals attitude and cognitive response toward the product, even in premium prices. This study aims to examine and analyze the method that influence consumers attitude and intention, through the experiment that used the perspective Theory of Storytelling Method from Product-related and Cause-related, and Price Determination from Premium to Affordable. An online questionnaire distributed to 460 women in the DKI Jakarta area, group age late baby boomers, X, and early Y through purposive sampling. The analysis was performed by using ANOVA  to test the differences between group and to test the strength of eleven hypotheses of the variable relationship in the model. The result showed that the most powerful influences is storytelling method, even if the price is different between groups, there is a positive attitude and intention to purchase the product. Between product-related and cause-related storytelling stimulus, the product-related have bigger impact then the cause-related storytelling stimulus. This research was only focused on one type of product from fashion, result may differ to other type of products. Storytelling method doesnt have rigid rules. This research doesnt use manipulation check to test whether the storytelling method and Affordable and Premium price after determined on the third pretest is appropriate or not. "

"Untuk mencapai kesuksesan dalam diferensiasi produk, perusahaan menghabiskan jutaan dolar setiap tahunnya untuk menandatangani selebriti guna mendukung kontrak dukungan terhadap merek, sebagai sumber efek yang memainkan peran penting dalam komunikasi persuasif. Berdasarkan teori kredibilitas sumber dan teori diferensiasi produk, penelitian ini menguji hubungan kausal antara kredibilitas endorser, sikap merek, kredibilitas merek dan niat pembelian perusahaan yang menerapkan strategi dukungan selebriti. Data penelitian diolah menggunakan PLS-SEM. Hasilnya menunjukkan bahwa ada hubungan positif antara semua konstruksi yang dihipotesiskan. Oleh karena itu, selain memiliki selebriti yang baik untuk mendukung iklan yang berorientasi pada pelanggan, kredibilitas selebriti sama pentingnya dalam meningkatkan sikap merek, kredibilitas merek dan niat membeli.

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To achieve product differentiation, companies spend millions of dollars annually in signing celebrities to endorse their brands rsquo endorsement contracts, as source effects that play an important role in persuasive communications. Based on source credibility theory and product differentiation theory, this study examines the causal relationship between endorser credibility, brand attitude, brand credibility and purchase intention of companies that adopt a celebrity endorsement strategy.

The research data is run by PLS SEM. The results indicate that positive relationships exist between all the hypothesized constructs. Therefore, in addition to having a favorable celebrity to endorse a customer oriented advertisement, the credibility of the celebrity is as important in enhancing brand attitude, brand credibility and purchase intention."

"Penelitian ini bertujuan untuk menganalisis pengaruh social media influencer attributes dan content esthetic terhadap attitude toward endorsed brand dan brand link click behavior pada brand fashion lokal dengan mediasi followers’ brand content engagement untuk pengguna Instagram berusia 17 – 35 tahun di Jabodetabek. Dalam penelitian ini, peneliti ingin menginvestigasi faktor social media influencer attributes apa yang mempengaruhi attitude toward endorsed brand dan brand link click behavior melalui followers’ brand content engagement. Penelitian ini merupakan penelitian kuantitatif dengan metode partial least square - structural equation modeling (PLS-SEM). Hasil dari penelitian ini menemukan bahwa contributing dapat memediasi hubungan similarity dan followers’ attitude, trustworthiness dan content esthetic memberikan pengaruh terhadap followers’ attitude, followers’ attitude dapat memediasi hubungan antara contributing dan link click behavior, dan followers’ engagement memberikan pengaruh langsung terhadap terjadinya brand link click behavior. 

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This research aims to analyze the influence of social media influencer attributes and content aesthetics on attitude toward endorsed brands and brand link click behavior in local fashion brands, mediated by followers' brand content engagement for Instagram users aged 17–35 in Jabodetabek. In this study, the researcher intends to investigate which social media influencer attributes affect attitude toward endorsed brands and brand link click behavior through followers' brand content engagement. This research is a quantitative study using the partial least square - structural equation modeling (PLS-SEM) method. The results of this study found that contributing can mediate the relationship between similarity and followers' attitude, trustworthiness and content aesthetics influence followers' attitude, followers' attitude can mediate the relationship between contributing and link click behavior, and followers' engagement directly affects brand link click behavior."

"ABSTRAKTesis ini menganalisis mengenai bagaimana calon Presiden dapat mempengaruhiproses intention to vote melalui pembentukan candidate image evaluation,information recall, political system effects, dan political system efficacy padasegmen young voters. Penelitian ini mengangkat mengenai efektifitas dari iklanpolitik yang saat ini gencar dilakukan oleh partai ataupun tokoh politik sebagaibagian dari media kampanye mereka. Model dalam penelitian ini diolah darijurnal “The Effects of Political Advertising on Young Voters” yang diterbitkanoleh American Behavioral Scientist tahun 2008 yang membahas mengenai iklanpolitik George W. Bush dan John Kerry sebagai kandidat Presiden Amerika tahun2004. Terdapat 8 hipotesis yang diuji. Berdasarkan 150 responden denganpopulasi umur 17 sampai 30 tahun, peneliti menemukan bahwa information recalldan political system effects efektif mempengaruhi intention to vote, sedangkancandidate image evaluation dan political system efficacy tidak mempengaruhiintention to vote.

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ABSTRACTThis thesis studied on how the President candidate advertisement affect theaudience’s intention to vote toward the candidate through a process of candidateimage evaluation, information recall, political system effects, and political systemefficacy in young voters segment. This research is brought up by questening ofthe political advertisement effectiveness that are currently intensively conductedby the parties or political figure as the part of their media campaign. Models inthis study processed from the journal of "The Effects of Political Advertising onYoung Voters" from American Behavioral Scientist in 2008 that discussed thepolitical advertisement George W. Bush and John Kerry as a candidate for U.S.President in 2004. There are 8 hypotheses were tested. Based on 150 respondentsfrom aged 17 to 30 years, researcher found that the recall information andpolitical system effects are influencing intention to vote, while the candidateimage evaluation and political system efficacy does not affect the intention tovote."