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Cokki, Cokki
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Pengaruh influencer virtual terhadap sikap audiens dalam membentuk niat beli Nike di Jawa Timur Natalya, Yenny; Cokki, Cokki
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 5 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v9i5.35325

Abstract

This study aims to explore the influence of attitudes toward virtual influencers on attitudes toward product placement, brand attitudes, and purchase intention, focusing on followers of Allysa Gladys as a virtual influencer promoting the Nike brand. A quantitative approach was employed by collecting data through questionnaires from 148 respondents. Data analysis was conducted using the PLS-SEM method. The results indicate that attitudes toward the virtual influencer significantly affect attitudes toward product placement and the brand but do not have a direct influence on purchase intention. On the other hand, attitudes toward product placement and the brand were found to have a significant impact on purchase intention. These findings suggest that the presence of virtual influencers such as Allysa Gladys can create positive perceptions of the brand through effective product placement strategies and a strong brand image. This study provides empirical insights into the effectiveness of virtual influencers in shaping consumer attitudes and serves as a reference for marketing practitioners in designing more relevant brand communication strategies in the digital era. Penelitian ini bertujuan untuk mengeksplorasi pengaruh sikap terhadap influencer virtual terhadap sikap terhadap penempatan produk, sikap terhadap merek, dan niat beli, dengan fokus pada pengikut Allysa Gladys sebagai virtual influencer yang mempromosikan merek Nike. Pendekatan kuantitatif digunakan dengan mengumpulkan data melalui kuesioner dari 148 responden. Analisis data dilakukan menggunakan metode PLS-SEM. Hasil penelitian menunjukkan bahwa sikap terhadap influencer virtual secara signifikan memengaruhi sikap terhadap penempatan produk dan merek, namun tidak memiliki pengaruh langsung terhadap niat beli. Di sisi lain, sikap terhadap penempatan produk dan merek terbukti memiliki pengaruh signifikan terhadap niat beli. Temuan ini menunjukkan bahwa kehadiran virtual influencer seperti Allysa Gladys dapat menciptakan persepsi positif terhadap brand melalui strategi penempatan produk yang efektif dan citra merek yang kuat. Penelitian ini memberikan wawasan empiris mengenai efektivitas virtual influencer dalam memengaruhi sikap konsumen, serta menjadi acuan bagi praktisi pemasaran dalam merancang strategi komunikasi merek yang lebih relevan di era digital.
Pengaruh citra rumah sakit terhadap kepuasan pasien dan mutu pelayanan di rumah sakit umum daerah Saint, Hayuningrat Odyssey; Cokki, Cokki
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 5 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v9i5.35335

Abstract

This study aims to know and analyze the influence of hospital image on patient satisfaction, the influence of hospital image on service quality, and the influence of service quality on patient satisfaction at Regional Public Hospital. This study used a survey method with a sample of 180 Regional Public Hospital patients. Data were obtained through questionnaires and analyzed using SmartPLS with a structural equation modeling (SEM) approach. The findings of the study indicate that hospital image has an effect on patient satisfaction and service quality. In addition, service quality has also been shown to have a significant impact on patient satisfaction levels at Regional Public Hospital. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh citra rumah sakit terhadap kepuasan pasien, pengaruh citra rumah sakit terhadap kualitas pelayanan, dan pengaruh kualitas pelayanan terhadap kepuasan pasien di RSUD. Penelitian ini menggunakan metode survei dengan sampel sebanyak 180 pasien RSUD. Data diperoleh melalui penyebaran kuesioner dan dianalisis menggunakan SmartPLS dengan pendekatan model persamaan struktural (SEM). Temuan penelitian mengindikasikan bahwa citra rumah sakit memiliki pengaruh terhadap kepuasan pasien dan kualitas pelayanan. Selain itu, kualitas pelayanan juga terbukti berpengaruh signifikan terhadap tingkat kepuasan pasien di RSUD.
PERAN KECERDASAN BUATAN DALAM PENCIPTAAN KONTEN MEDIA SOSIAL SALAD BOZ Cokki, Cokki; Putri, Angely Olivia; Tiffany, Fransisca; Wijaya, Santrista; Natalya, Yenny
Jurnal Bakti Masyarakat Indonesia Vol. 6 No. 3 (2023): Jurnal Bakti Masyarakat Indonesia
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jbmi.v6i3.26549

Abstract

Digital transformation changed the way marketers conduct marketing activities, namely social media content thatcreated using artificial intelligence. The collaboration between artificial intelligence and humans bringsopportunities for business owners to optimize their digital presence.Consequently, this community service activity isconducted with aim to improve our partner’s social media content management, Salad Boz, a culinary businessfocused on healthy food. Through observation, the partner’s social media content is still disorganized, the concept isnot optimal, and lacks consistency, making it less ef ective for promotion. Therefore, the community service activityteam collaborates and works together with the business owner to create more ef ective, organized, and consistentsocial media content by utilizing artificial intelligence. The utilization of artificial intelligence includes ideaplanning, content creation, photo editing, and creating captions for Instagram posts. The community service activityteam successfully assists the partner with consistent and engaging content posts. Even though, the content creationstill requires human contribution, but the presence of artificial intelligence enhances the ef iciency of the creationprocess, ensuring the quality of content uploaded on social media. The community service team also providessuggestions to partners in the form of actionable steps to ensure that future marketing content management can bemaximized by the partner itself. ABSTRAK: Transformasi digital mengubah cara pemasar dalam melaksanakan aktivitas pemasaran, salah satunya melalui kontenmedia sosial yang diciptakan menggunakan kecerdasan buatan. Kolaborasi antara kecerdasan buatan dan manusiamembawa peluang bagi pemilik usaha untuk mengoptimalisasi kehadiran digital. Dengan demikian, PKM inidilakukan dengan tujuan untuk meningkatkan efektivitas pengelolaan konten media sosial mitra, yaitu Salad Boz,sebuah usaha kuliner yang terfokus pada makanan sehat. Melalui pengamatan, konten media sosial Salad Boz belumterorganisir, konsep belum maksimal dan kurang konsisten sehingga kurang efektif untuk promosi. Oleh karena itu,tim PKM berkolaborasi dan bekerja sama dengan pemilik usaha untuk menciptakan konten media sosial yang lebihefektif, teratur, dan konsisten melalui pemanfaatan kecerdasan buatan. Penciptaan konten menggunakan kecerdasanbuatan meliputi, perencanaan ide, penciptaan konten, pengeditan gambar, serta pembuatan caption untuk unggahan diInstagram. Tim PKM berhasil membantu mitra dengan unggahan konten yang konsisten dan menarik. Pembuatankonten ini tetap membutuhkan kontribusi dari manusia, namun dengan adanya kecerdasan buatan dapat meningkatkanefisiensi waktu pembuatan dengan kualitas konten yang akan diunggah pada media sosial. Tim PKM turutmemberikan saran kepada mitra dalam bentuk langkah-langkah yang dapat diterapkan agar pengelolaan kontenpemasaran kedepannya dapat dilakukan secara maksimal oleh mitra sendiri.
THE EFFECT OF BRAND PROMINENCE AND MUSIC INVOLVEMENT ON BRAND RECALL IN MUSIC VIDEO Wijaya, Irenia Binardi; Cokki, Cokki
International Journal of Application on Economics and Business Vol. 1 No. 2 (2023): May 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i2.576-585

Abstract

Research in developing countries is still limited, especially regarding product placement in Korean music. This study aims to determine the effect of brand prominence and music involvement on brand recall. This study used the pre-test and post-test experimental method. The Korean music video, namely "It G Ma", was presented to 55 students. The results showed that participants tended to have a stronger brand recall on prominent product placements when they had known the brand before, and music involvement does not affect brand recall.
DIGITAL MARKETING AND MARKET ENTRY AGILITY ON THE MARKETING PERFORMANCE OF PONTIANAK CULINARY MSMES Ariadi, Ariadi; Muis, Mahlia; Cokki, Cokki
International Journal of Application on Economics and Business Vol. 2 No. 1 (2024): February 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i1.3088-3094

Abstract

This study examines the influence of digital marketing activities and market entry agility on marketing performance of Pontianak Culinary MSMEs. The sample size for this study consists of 31 culinary entrepreneurs in Pontianak. The method used in this study to collect the data is convenience sampling where questionnaires were distributed directly to the respondents. The results of this study show that marketing performance is affected directly by market entry agility, but not by digital marketing, while market entry agility is directly affected by digital marketing. There is also an indirect effect of digital marketing on marketing performance through market entry agility. Additionally, this study suggests that Pontianak culinary MSMEs should enhance their digital marketing and market entry agility to improve marketing performance.
Co-Authors Alfarisi, Muhamad Daffa Alfarisi Amelia, Saskia An Lie, Yeoh Angkasa, Cindy Lawrence Ariadi, Ariadi Chrisvinlya, Chrisvinlya Corinna, Bellinda Eunike, Debora Febriani, Wellen Febriyanti, Anjeli Hansel Wijaya, Nathanael Ryan Haris Maupa Hazain, Saraswati Kamalo, Angelica Joanna Charity Kent, Edbert Khatimah, Gita Khusnul Mahlia Muis Meidy, Jessisca Mochamat Helmi Muji, Muji Naibaho, Hanny Veramayanti Br Natalya, Yenny Nuriska, Winda Ocberta, Natalie OKTAVIAN, BILLY Pandy, Ni Putu Noving Paramitha Prasetyo, Bagus Edo Putri, Adinda Zhafira Dyanti Putri, Angely Olivia Sadat, Andi Muhammad Saint, Hayuningrat Odyssey Saleh, Hendra Noor Shirly Gunawan Teng, Phuah Kit Tiffany, Fransisca Tjokrosaputro, Miharni Waei, Ow Mun Wai, Khoong Tai Wijaya, Irenia Binardi Wijaya, Santrista William Chandra Windyaswara, Habibah Afianti Yesika, Tifany Yunetta, Cintya