The English language is increasingly used in non-English speaking countries. This paper focuses on attitudes towards the use of English advertising in Indonesia with the aim to analyze the effect of using English to advertise products on Indonesian consumers. This paper reviews the findings of literature in marketing research. The purpose of advertisers' use of English language is to appeal to consumers, to attract their attention and to stimulate them to learn more about advertised products. The findings proceed in the following manner that English as symbolic value is affecting the purchase intention because the use of English language in advertising is to improve the image of the product that associated with sophisticated and cosmopolitan products. The paper's analysis has implications for advertising for middle class consumers in Indonesia. The impact of English as prestigious language associated with high status, modernity and sophistication can bring an effect to consumers' attitudes to have good impressions about the products being advertised.
The paper aimed to analyze the influence of perceived risk and intention to purchase online by consideration the mediating effect of attitude among Indonesian consumers. The questionnaire was distributed to 200 respondents who consumed on the online shopping platform before through online survey. This study use structural equitation modelling to test the model analyzed with partial least square. The results indicated a direct influence between perceived risk and intention to purchase online. Along with the direct influence between consumer attitude and intention to purchase online. However, there is no influence between perceived risk with intention to purchase online with consumer attitude as a mediating variable.
Tujuan dari kegiatan penerapan Program Kemitran Masyarakat (PKM) ini pada siswa siswi SMKN 3 Kota Pariaman adalah meningkatkan pengembangan produk agroindustri pengolahan ikan laut, meningkatkan kemampuan siswa siswi SMKN 3 Kota Pariaman dalam berinovasi, peningkatan kualitas produk olahan ikan serta manajemen pemasaran yang efektif dan efisien sehingga pendapatan yang diperolehnya meningkat akibat pengembangan dan pemasaran produk agroindustri olahan ikan laut semakin baik. Metode pendekatan yang ditawarkan untuk menyelesaikan persoalan mitra adalah pelatihan: pengembangan produk agroindustri ikan laut, peningkatan kualitas produk agroindustri ikan laut, inovasi dan pemasaran produk agroindustri Ikan laut. Hasil pengabdian ditemukan bahwa; 1) pentingnya diberikan pengatahuan yang berhubungan dengan pemasaran kepada peserta yang tergabung dalam PKM calon wirausaha baru pengembangan kualitas produk agroindustri pengolahan ikan laut pada siswa SMKN 3 Kota Pariaman; 2) masih diperlukan peningkatan pengetahuan peserta PKM calon wirausaha baru pengembangan kualitas produk agroindustri pengolahan ikan laut pada siswa SMKN 3 Kota Pariaman, dalam peningkatan jenis dan kualitas produks olahan berbahan utama
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