Online video advertising is one of the most popular types of internet advertisements. The compliance of the website service provider comes from advertising. However, research is still rarely found that focuses on the attitudes and consumer behavior towards online video advertising. The purpose of this study is to analyze the value of online video advertising on consumer attitudes, behavioral intention, and watching behavior on YouTube. This research uses the internet advertising model and combines it with the Theory of Reasoned Action (TRA). Respondent data were obtained as many as 226 from the distribution of online questionnaires for YouTube users in the Jabodetabek. The analytical tool used in this study is Structural Equation Modeling (SEM). The results of this study indicate that informativeness, entertainment, irritation, and credibility are significant for consumer attitudes. On the other hand, consumers' attitudes towards the advertising also significant for behavioral intention and behavior of watching online video advertisements. In future research, deep subjectivity is needed regarding segmentation and culture.
Toko Laurike located in Bogor Regency, is a member of the small-medium enterprises (SMEs) group. It produces Virgin Coconut Oil (VCO) and sells its products through several e-marketplaces, namely Tokopedia, Bukalapak, and Elevenia. Among these e-marketplaces, Tokopedia sells product from Toko Laurike more than Bukalapak or Elevenia. This research aims to examine the factors that determine Consumers' intention to use of Tokopedia specifically for SMEs' food agribusiness products in the form of liquid and gel. This research also analyzed the pattern of design and security perceived ease of use and perceived usefulness. The other purpose is analyzing the contribution of security, perceived ease of use, perceived usefulness on consumers' intention to use. Data analysis tool using structural equation modeling-partial least squares (SEM-PLS) based on stimulus theoretical framework technology acceptance model (STF-TAM). The study involved Tokopedia's users who making purchasing for SMEs food agribusiness products in the form of liquid and gel. The 71 samples were collected. The results showed that perceived ease of use is most influencer among these factors. Design and security associated with perceived ease of use. Security was not associated with consumers' intention to use. The result can be used by Laurike to enhance e-commerce performance.
A phenomenon that has recently become more and more common is shopping for baby gear product, which is considered by millennial moms as a crucial and primary need within this age group. A purchase decision is a response to purchase decision by considering the product selection, brand selection, channel selection, timing of the purchase selection, and the amount of the money to decide on a purchasing. This study aimed to analyze the impact of price, brand image, product quality and lifestyle on baby gear purchasing decisions for millenial moms. This study used voluntary sampling technique with primary data taken from 125 respondents. The analytical method was conducted using SEM-PLS analysis. The results of the study based on the distribution of respondents' answers showed that the respondents' answers were dominated by agreeable answers to the indicators of each research variable. The hypothesis testing showed that product quality and lifestyle has an impact to the decision to purchase baby equipment for millennial moms. Meanwhile, price and brand image has no impact to the decision to purchase baby equipment products for millennial moms. The strategy that can be suggested for the company is to maintain the quality of the products sold, conduct surveys regarding customer satisfaction regularly, develop products that adapt to current trends, convey detailed information about the products offered, and take advantage of activities such as exhibitions as promotional media.
Selection of Enterprise Resource Planning (ERP) system is a complex decision
In the last five years, smartphone sales have increased by an average of 2% annually. This increase is supported by the era of globalization and technology that makes smartphones become one of the needs at this time. At the level of competition between modern retail players who are very competitive, directly causing PT. ERP should carry out a strategy to increase its sales. PT. ERP as one of the retail players needs to recognize the strengths and weaknesses of the company in competition against competitors and need to recognize the opportunities and threats that exist in the market. Considering this background, the objectives of this study are: (1) Analyzing the market share of PT sales. ERP and sales volume growth rate (2) analyze internal strengths and weaknesses pt. ERP and opportunities and threats to PT. ERP (3) formulate and effective marketing strategy for PT. ERP to increase sales. This study employed the descriptive with guided group discussion, in-depth interviews and using BCG matrix anaylze and so SWOT analysis. The result showed that, PT ERP should focus on strengthening marketing materials related to the officiality of the product, as well as vigorously conducting exchange promos for outlets located in the Mall, WO strategy that can be applied is cooperation with brands related to sales training, as well as ST Strategy is to open outlets outside the Mall, while the WT strategy that can be done is strengthening the price strategy and the implementation of scheduled promotions. Keywords: BCG, PT. ERP, Retail, Smartphone, SWOT.
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