Analisis Strategi Pemasaran Produk di Di YouTube Melalui Subscriber Tertinggi  dan Kualitas Tayangan Iklan  Terhadap Keputusan Pembelian Produk

Kuspriyono, Taat

doi:10.31294/jc.v19i2.5453

Cited by 8 publications

(10 citation statements)

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“…Berdasarkan pengertian ini, retensi pelanggan dapat didefinisikan sebagai proses mengembangkan hubungan antara perusahaan dan pelanggannya. Di sana, perusahaan berusaha untuk menjaga hubungan saling menguntungkan yang terjalin antara pembeli dan penjual (Kuspriyono & Nurelasari, 2018).…”

Section: Customer Bondingunclassified

The Influence of Self Service Technology, Customer Intimacy and Customer Delight on Customer Lotalty With Customer Bonding as An Intervening Variable

Ramadhani¹,

Pertiwi²

2023

SSS

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This study aims to determine how strong the influence of Self Service Technology, Customer Intimacy and Customer Delight on Customer Loyalty with Customer Bonding as an intervening variable. This study uses a quantitative method by processing primary data obtained through distributing questionnaires to the public who are customers of Bank Muamalat KCP Salatiga. The samples taken were 100 respondents, using purposive sampling technique. Then the results obtained were processed with SPSS version 20. The analysis used included descriptive statistical tests, instrument tests, path analysis regression tests, classical assumption tests, model accuracy tests and hypothesis testing. Based on the test results obtained results: self service technology has a positive effect that is not significant on customer loyalty. Customer intimacy has a significant positive effect on customer loyalty. Customer delight has an insignificant negative effect on customer loyalty. Customer bonding has a significant positive effect on customer loyalty. Self service technology does not have a significant positive effect on customer bonding. Customer intimacy has a significant positive effect on customer bonding. Customer delight has a negative effect that does not significantly affect customer bonding. Self service technology and customer delight do not mediate customer loyalty with customer bonding. Customer intimacy can mediate customer loyalty with customer bonding.

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Section: Customer Bondingunclassified

The Influence of Self Service Technology, Customer Intimacy and Customer Delight on Customer Lotalty With Customer Bonding as An Intervening Variable

Ramadhani¹,

Pertiwi²

2023

SSS

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“…Strategi pemasaran melalui Youtube dilakukan melalui subscriber dan komentar yang bagus akan mampu menarik minat beli konsumen dalam prerspektif persuder (Ramadhayanti, 2019). Hal yang diperhatikan dalam pemasaran melalui Youtube salah satunya yaitu subscriber yang merupakan orang yang berlangganan video di akun Youtube, semakin banyak pelanggan video (subscriber) maka akan semakin besar penayangan video sehingga ikut meningkatkan jumlah orang melihat promosi produk yang akan dijual (Kuspriyono, 2019). Peningkatan jumlah penayangan video juga dipengaruhi oleh kualitas tayangan yang perlu untuk diperhatikan oleh pelaku usaha yang akan memasarkan produknya melalui Youtube.…”

Section: Youtubeunclassified

Strategi Komunikasi Pemasaran melalui Digital Marketing Minyak Kayu Putih pada Kelompok Tani Hutan (KTH) Wonolestari, Desa Wonoharjo Boyolali

et al. 2022

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Eucalyptus is a type of productive plant in the forestry sector which has a fairly important role in the essential oil industry. Farmers of Wonoharjo Village, Kemusu District, Boyolali Regency cultivate eucalyptus plants and process them into eucalyptus oil products independently. Eucalyptus farmers in Wonoharjo Village are members of the Wonolestari 1 and Wonolestari 2 Forest Farmer Groups (KTH) who are still experiencing problems in carrying out a product marketing system, especially in the utilization of communication technology. Therefore, it is necessary to assist farmers in marketing eucalyptus oil products. The purpose of this community service activity is to provide education, assistance and training as an effort to increase the knowledge and skills of eucalyptus farmers in Wonoharjo Village in processing eucalyptus oil to have a high selling value by implementing online-based integrated marketing communications. The method of implementing service activities is carried out by preparing material handbooks, marketing socialization packaged through workshops, training, digital marketing communication practices with the preparatory and execution stages. The socialization activities carried out are able to increase the knowledge of eucalyptus oil farmers regarding digital marketing through several social media such as Instagram, Youtube and E-Commerce applications namely Shopee. Mentoring activities are expected to be able to increase product marketing by reaching consumers widely so that people's incomes also increase.

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“…Menurut Kuspriyono (2018), dalam penelitian disertai sumber-sumber yang kredibel, dimensi keputusan pembelian dibagi menjadi 4, yaitu:…”

Section: Keputusan Pembelianunclassified

Pengaruh Brand Ambassador dan Konten Iklan Terhadap Brand Image Serta Dampaknya Terhadap Keputusan Pembelian

Siahaan¹,

Suherman

Saidani³

2022

JBMK

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The purposes of this study were to examine 1) the influence of brand ambassadors on purchasing decisions, 2) the effect of advertising content on purchasing decisions, 3) the influence of brand ambassadors on the brand image of e-commerce, 4) the effect of advertising content on brand image of e-commerce, 5) the effect of brand image on purchasing decisions at e-commerce. This research was conducted on 200 e-commerce users in DKI Jakarta using the SEM method and AMOS tools. The results of this study indicate that brand ambassadors and advertising content do not have a positive and significant effect on purchasing decisions directly, brand ambassadors and advertising content have a positive and significant influence on brand image directly, and brand image has a positive and significant influence on purchasing decisions. Tujuan penelitian ini adalah untuk menginvestigasi 1) pengaruh brand ambassador terhadap keputusan pembelian 2) pengaruh konten iklan terhadap keputusan pembelian, 3) pengaruh brand ambassador terhadap brand image, 4) pengaruh konten iklan terhadap brand image, 5) pengaruh brand image terhadap keputusan pembelian. Penelitian ini dilakukan terhadap 200 orang pengguna ecommerce di DKI Jakarta dengan metode SEM dan alat bantu AMOS. Hasil penelitian ini menunjukkan bahwa brand ambassador dan konten iklan tidak memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian secara langsung, brand ambassador dan konten iklan memiliki pengaruh positif dan signifikan terhadap brand image secara langsung, brand image memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian.

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Analisis Strategi Pemasaran Produk di Di YouTube Melalui Subscriber Tertinggi dan Kualitas Tayangan Iklan Terhadap Keputusan Pembelian Produk

Cited by 8 publications

References 0 publications

The Influence of Self Service Technology, Customer Intimacy and Customer Delight on Customer Lotalty With Customer Bonding as An Intervening Variable

The Influence of Self Service Technology, Customer Intimacy and Customer Delight on Customer Lotalty With Customer Bonding as An Intervening Variable

Strategi Komunikasi Pemasaran melalui Digital Marketing Minyak Kayu Putih pada Kelompok Tani Hutan (KTH) Wonolestari, Desa Wonoharjo Boyolali

Pengaruh Brand Ambassador dan Konten Iklan Terhadap Brand Image Serta Dampaknya Terhadap Keputusan Pembelian

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