Determinan Citra Merek Pada Iklan Produk Gawai “Vivo” Berdasarkan Aspek “Celebrity Endorser”

Fensi, Fabianus; Christian, Michael

doi:10.30813/bricolage.v4i02.1659

Cited by 13 publications

(13 citation statements)

References 2 publications

(3 reference statements)

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“…A positive brand image is closely related to consumer loyalty, the willingness of consumers to look for a brand, and finally, the trust of consumers in the brand (Fensi & Christian, 2018). This opinion is in line with research conducted by (Harahap et al, 2021) that consumers are the company's assets that must be maintained to remain loyal to the products produced.…”

Section: Overall Evaluationsupporting

confidence: 83%

When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia

Latukolan

Marta

Engliana

2021

BIRCI

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English is an essential element in the field of marketing communication. The use of sound and correct language can provide its image for the public to view its brand’s image. The use of foreign language itself is one form of forming a brand image so that the public or potential consumers themselves can see a brand with a more positive image. This study aims to look at the purpose of implementing language choice on the Instagram page of Starbucks Indonesia and Coffee Bean Indonesia in building the brand image of these two global coffee shop brands in Ramadan month and the Eid celebration. This study employs a qualitative approach with an interpretive research paradigm. Laura Oswald’s marketing semiotics is the analytical method used in the current study. This study indicates that Starbucks Indonesia and Coffee Bean Indonesia have different target markets and distinctive brand images. Starbucks Indonesia uses simple words and sentences. Starbucks has a more personal or individual promotion; Coffee Bean Indonesia has a more dynamic approach and has word choices that are immediately related to religion and culture; the image created by Coffee Bean itself is familiar to the Indonesians and their social environment.

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Section: Overall Evaluationsupporting

confidence: 83%

When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia

Latukolan

Marta

Engliana

2021

BIRCI

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“…This test uses a comparison of the F-count score with the F-table and the significance score with probability. If the Fcount score is greater than the F-table or the Significance score is smaller than the probability, the hypothesis is accepted (Indriyarti & Wibowo, 2020;Fensi & Christian, 2018). Table 5 shows that the Fcount scores simultaneously are 14,595.…”

Section: Resultsmentioning

confidence: 99%

Measuring the Influence of Tax Advertising and Services as External Factors on Taxpayer Compliance

Indriyarti

Christian

2021

JAB

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ABSTRACT: Amid the continuing increase in the number of taxpayers in Indonesia, it is expected that the amount of tax revenue for the state will continue to increase. The increase in the amount of revenue is aimed at optimizing tax functions, namely budgetary, distribution and stability functions. However, the success of this tax revenue is strongly influenced, one of which is the taxpayer compliance to fulfill its obligations. Apart from internal factors that come from individual taxpayers, external factors have an important role in shaping taxpayer compliance. Several studies still show different results on these external factors on their influence on Taxpayer Compliance. This study aims to explain and analyze the influence of tax and tax service advertisement socialization factors on taxpayer compliance in Jakarta. This research is a quantitative study using multiple regression analysis. The analytical tool used in this study is the Social Package for the Social Sciences (SPSS 25.0). The results of this study explain that taxpayer compliance is influenced by tax advertising socialization. In addition, the Taxpayer Compliance variable is also influenced by tax services. Simultaneously, tax dissemination and services also affect taxpayer compliance. With limitations on the specifications of the external factors used, this study also emphasizes the characteristics of taxpayers such as novice taxpayers, which is an interesting input to be carried out in subsequent studies. The level of tax knowledge for the group taxpayers will be closely related to the awareness of taxpayers in carrying out their obligations. This has an indirect impact on the level of compliance as a taxpayer. Keywords: Taxpayer compliance, advertising, services ABSTRAK: Di tengah terus meningkatnya jumlah wajib pajak di Indonesia diharapkan dapat terus meningkatkan jumlah penerimaan pajak bagi negara. Peningkatan jumlah penerimaan ini bertujuan untuk mengoptimalkan fungsi-fungsi pajak yaitu fungsi budgeter, distribusi, dan stabilitas. Namun demikian keberhasilan penerimaan pajak ini sangat dipengaruhi salah satunya dari Kepatuhan Wajib Pajak untuk memenuhi kewajibannya. Selain faktor internal yang berasal dari individu wajib pajak, faktor eksternal memiliki peran penting dalam membentuk kepatuhan wajib pajak. Beberapa penelitian masih menunjukkan hasil yang berbeda pada faktor-faktor eksternal tersebut terhadap pengaruhnya pada Kepatuhan Wajib Pajak. Penelitian ini bertujuan untuk menjelaskan dan menganalisis pengaruh faktor sosialisasi iklan pajak dan layanan pajak terhadap Kepatuhan Wajib Pajak di Jakarta. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan analisis regresi berganda. Alat analisis yang digunakan pada penelitian ini yaitu Social Package for the Social Sciences (SPSS 25). Hasil penelitian ini menjelaskan bahwa Kepatuhan Wajib Pajak dipengaruhi oleh Sosialisasi iklan pajak. Selain itu, variabel Kepatuhan Wajib Pajak juga dipengaruhi oleh Layanan pajak. Secara simultan, Sosialisasi dan Layanan pajak turut mempengaruhi Kepatuhan Wajib Pajak. Dengan keterbatasan pada spesifikasi faktor eksternal yang digunakan, penelitian ini menekankan juga pada karakter-karakter wajib pajak seperti Wajib Pajak pemula menjadi salah satu masukan yang menarik untuk dilakukan pada penelitian berikutnya. Tingkat pengetahuan pajak bagi wajib pajak kelompok tersebut akan sangat berhubungan dengan kesadaran wajib pajak dalam menjalankan kewajibannya. Hal ini secara tidak langsung berdampak pada seberapa tinggi kepatuhan sebagai Wajib Pajak.Kata Kunci: kepatuhan wajib pajak, iklan, layanan

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“…Beragam informasi yang disajikan berharap dapat memenuhi kebutuhan informasi individu yang diperoleh melalui media massa audio visual yakni televisi (Amali, 2017), serta strategi komunikasi yang ditampilkan dalam program acara (Fensi & Christian, 2018). Kredibilitas institusi media akan menentukan tingkat efektivitas komunikasinya, karena mengandung intensitas makna relational dan berfungsi sebagai kerangka pemahaman komunikasi bila dipandang dari kepentingan khalayaknya (Hardjana, 2013).…”

Section: Hasil Dan Diskusiunclassified

Pemenuhan Kebutuhan Informasi Karyawan PT Antavaya Melalui Program Acara Celebrity on Vacation Trans TV

et al. 2021

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Beragam program acara ditayangkan televisi sebagai penghibur serta pemberi kepuasan kebutuhan informasi bagi audiens. Celebrity on Vacation merupakan acara andalan Trans TV yang diharapkan mampu memberikan pemenuhan kebutuhan informasi penontonnya. Penelitian ditujukan untuk mengukur pengaruh program televisi terhadap pemenuhan kebutuhan informasi bagi karyawan PT. Antavaya Tour and Travel berdasarkan Teori Komunikasi Harold D Lasswell dan Teori Pemenuhan Informasi. Paradigma positivistik digunakan dengan pendekatan kuantitatif deskriptif. Data diperoleh melalui instrument yang disebarkan pada karyawan PT Antavaya tour and travel. Studi ini menyebutkan, program acara Celebrity in Vacation belum dianggap memenuhi kebutuhan pencarian informasi mengenai destinasi wisata. Hasil uji korelasi menunjukkan bahwa hubungan antar kedua variabel tidak signifikan yang artinya tidak saling memengaruhi. Hal ini disebabkan durasi yang pendek pada program ini membuat kurangnya informasi yang dapat diperoleh audiens. Pendapat kami adalah dengan memperhatikan kolom komentar di media sosial seperti youtube, instagram dan lain-lain, dapat mengatasi keterbatasan media massa konvensional yang memiliki delay feedback.

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Determinan Citra Merek Pada Iklan Produk Gawai “Vivo” Berdasarkan Aspek “Celebrity Endorser”

Cited by 13 publications

References 2 publications

When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia

When Words Matter: Language Choices and Brand Building on Two Global Coffee Shop Retail Brands in Indonesia

Measuring the Influence of Tax Advertising and Services as External Factors on Taxpayer Compliance

Pemenuhan Kebutuhan Informasi Karyawan PT Antavaya Melalui Program Acara Celebrity on Vacation Trans TV

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