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Erdiansyah, Rezi
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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THE INFLUENCE OF TRANSFORMATIONAL LEADERSHIP, JOB STRESS AND WORK ENVIRONMENT ON ORGANIZATIONAL COMMITMENT (STUDY ON HOSPITAL EMPLOYEES IN SOUTH JAKARTA) Citrasumidi, Kevin; Erdiansyah, Rezi
International Journal of Application on Economics and Business Vol. 2 No. 3 (2024): Agustus 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i3.270-278

Abstract

Productivity is something that companies always want to improve, including hospitals. Employees become assets and driving forces to achieve company goals. This research examines the influence of transformational leadership, work stress and the work environment on organizational commitment among hospital employees in South Jakarta. This research collected data from 130 respondents who were hospital employees in the South Jakarta area who were still working. This research is quantitative research with a non-probability-purposive sampling method and processed using partial least squares. The collected data was processed using SPSS version 28. The research results showed that transformational leadership and work stress had no effect on organizational commitment and the work environment had an effect on organizational commitment. Then transformational leadership, work environment, and work stress together influence organizational commitment. The managerial implications of this research suggest that hospital management can manage a conducive and supportive work environment as well as sufficient time and workload so that employees become more comfortable at work.
Pengaruh Iklan Sosial Media Shopee terhadap Keputusan Pembelian Anggriani, Monika; Erdiansyah, Rezi; Salman, Doddy
Prologia Vol. 6 No. 2 (2022): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v6i2.10397

Abstract

This study aims to determine the effect of Shopee's social media advertising on purchasing decisions. The theory used to conduct this research is marketing communication, advertising, social media, and purchasing decisions. This research uses a quantitative method. The technique used in data collection is a questionnaire / questionnaire. The population of this study were Shopee's Instagram followers and the samples were taken randomly or randomly. The result of this research is that the independent variable has a significant relationship to the dependent variable Penelitian ini bertujuan untuk mengetahui pengaruh iklan sosial media Shopee terhadap keputusan pembelian. Teori yang digunakan dalam penelitian ini adalah komunikasi pemasaran, periklanan, sosial media , dan keputusan pembelian. Penenlitian ini menggunakan metode kuantitaif. Tenik yang digunakan dalam pengambilan data yaitu dengan kuesioner/angket. Populasi dari penelitian ini adalah follower Instagram Shopee dan sampel yang diambil secara acak. Hasil dari penelitian ini adalah variabel independen memilki hubungan yang signifikan terhadap variabel dependen.
Pengaruh Brand Awareness, Brand Image, dan Social Media Marketing terhadap Keputusan Pembelian Sepeda Irvan, Ignatius; Erdiansyah, Rezi
Prologia Vol. 6 No. 2 (2022): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v6i2.10415

Abstract

The purpose of this research is to know the influence of brand awareness, brand image, and social media marketing on bicycle purchase decision. Researcher took a sample from bicycle buyer using Google Form with a total 200 respondents. Data analysis conducted by researcher using the Smart-PLS version 2.0 program using PLS (partial least square) which is an alternative form of SEM (Structural Equation Model), PLS in this study is used to determine the extent of influence of brand awareness, brand image, and social media marketing on purchase decision. The results of this research indicate that brand awareness, brand image, and social media marketing have a significant effect on purchasing decisions. With all these results, brands who operating in the bicycle industry need to increase brand awareness, brand image and social media marketing to improve consumer purchasing decisions. Penelitian ini ditujukan untuk mengetahui pengaruh brand awareness, brand image, dan social media marketing terhadap keputusan pembelian sepeda. Peneliti mengambil sampel pembeli sepeda dengan menggunakan Google Form dengan total 200 responden. Analisis data yang dilakukan peneliti menggunakan program Smart-PLS versi 2.0 dengan menggunakan PLS (partial least square) yang adalah bentuk alternatif dari SEM (Structural Equation Model), PLS dalam penelitian ini digunakan untuk mengetahui sejauh mana pengaruh brand awareness, brand image, dan social media merketing terhadap keputusan pembelian. Hasil penelitian ini menunjukkan bahwa brand awareness, brand image, dan social media marketing berpengaruh secara signifikan terhadap keputusan pembelian. Dengan hasil tersebut, para brand yang bergerak di perindustrian sepeda perlu meningkatkan brand awareness, brand image, dan social media marketing untuk meningkatkan pula keputusan pembelian dari klien.
Pengaruh Efektivitas Iklan dan Kepercayaan Merek terhadap Keputusan Pembelian Produk Lemonilo Yovianty, Livia; Erdiansyah, Rezi; Aulia, Sisca
Prologia Vol. 6 No. 2 (2022): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v6i2.10553

Abstract

This research was conducted to obtain information about the effect of advertising effectiveness and brand trust on the purchasing decisions of Lemonilo products. In this study, researchers used a quantitative approach with a survei method. The sample of this study amounted to 110 people using primary data. The primary data comes from a questionnaire. The researcher used the validity test and the reliability test to test the instrument. In this study using multiple linear regression, t test, f test and test the coefficient of determination as a hypothesis test. The analysis of the results of this study is that the variables of advertising effectiveness and brand trust have an effect on purchasing decisions. The effectiveness of advertising depends on various conditions, one of which is whether the message conveyed is remembered by consumers, whether the message can be embedded in the minds of consumers, and whether consumers will buy it. Based on the coefficient of determination test, it can be seen that the dependent variable of purchasing decisions can be explained by the independent variables of advertising effectiveness and brand trust of 29.4%, while the remaining 70.6% is explained by other factors outside the study such as price to product quality.   Penelitian ini dilakukan untuk memperoleh informasi mengenai pengaruh efektivitas iklan dan kepercayaan merek terhadap keputusan pembelian produk Lemonilo. Pada penelitian ini peneliti menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian ini berjumlah 110 orang dengan menggunakana data primer. Data primer tersebut berasal dari kuesioner. Peneliti menggunakan uji validitas dan uji realibilitas untuk uji instrumen. Dalam penelitian ini menggunakan regresi linier berganda, uji t, uji f, dan uji koefisien determinasi sebagai uji hipotesis. Analisis hasil penelitian tersebut adalah variabel efektivias iklan dan kepercayaan merek berpengaruh terhadap keputusan pembelian. Efektivitas iklan tergantung pada berbagai kondisi, salah satunya apakah pesan yang disampaikan diingat konsumen, apakah pesan dapat tertanam di benak konsumen, dan apakah konsumen akan membelinya. Berdasarkan uji koefisien determinasi terlihat variabel dependen keputusan pembelian dapat dijelaskan oleh variabel independen efektivitas iklan dan kepercayaan merek sebesar 29,4%, sedangkan sisanya sebesar 70,6% dijelaskan oleh faktor lain di luar penelitian seperti harga hingga kualitas produk.
Pengaruh Citra Merek dan Kualitas Produk Scarlett Whitening terhadap Kepuasan Konsumen Wijaya, Paulina; Erdiansyah, Rezi
Prologia Vol. 6 No. 2 (2022): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v6i2.15475

Abstract

The beauty-focused industry is increasing year by year so companies continue to compete to develop their brand image. A positive brand image that is built in the minds of consumers can make the company's products superior and valuable from competitors. In addition to brand image, product quality is also an important factor for companies, because quality products are the main requirement for consumers to buy company products. With a positive built brand image and superior product quality, consumers will feel satisfied and lead to loyalty to buy the product. The purpose of this study was to analyze the effect of brand image and product quality on consumer satisfaction with Scarlett Whitening products. This study used a purposive sampling research technique by distributing questionnaires to 85 respondents. Analysis of the data used by researchers using validity test, reliability test, F test, hypothesis testing, coefficient of determination, multiple regression analysis, and correlation coefficient. The results of the study stated that brand image and product quality had a significant influence on Scarlett Whitening's consumer satisfaction. However, consumer satisfaction has the most influence on product quality, followed by brand image. Industri yang berfokus pada bidang kecantikan mengalami peningkatan pertahunnya sehingga perusahaan terus bersaing untuk mengembangkan citra merek mereka. Citra merek yang terbangun positif dalam benak konsumen dapat membuat produk perusahaan unggul dan bernilai dari kompetitor. Selain citra merek, kualitas produk juga menjadi faktor penting bagi perusahaan, karena produk yang berkualitas merupakan syarat utama konsumen membeli produk perusahaan. Dengan citra merek terbangun positif dan kualitas produk yang unggul, konsumen akan merasa puas dan menimbulkan loyalitas untuk membeli produk. Tujuan penelitian ini untuk menganalisis pengaruh citra merek dan kualitas produk terhadap kepuasan konsumen pada produk Scarlett Whitening. Penelitian ini menggunakan teknik penelitian purposive sampling dengan menyebarkan kuesioner kepada 85 responden. Analisis data yang digunakan peneliti menggunakan uji validitas, uji reliabilitas, uji F, uji hipotesis, koefisien determinasi, analisis regresi berganda, dan koefisien korelasi. Hasil penelitian menyatakan citra merek dan kualitas produk memberikan pengaruh signifikan terhadap kepuasan konsumen Scarlett Whitening. Namun demikian, kepuasan konsumen paling berpengaruh terhadap kualitas produk, lalu diikuti dengan citra merek.  
Analisis Pengaruh Influencer Marketing dan Perceived Trust terhadap Impulsive Buying Menantea Lavenia, Gabrielle; Erdiansyah, Rezi
Prologia Vol. 6 No. 2 (2022): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v6i2.15523

Abstract

The digital world is very developed, so that business activities are required to adapt to the changes that occur. A unique way that can be done in this era is to use Influencer Marketing to market and promote a product. Jerome Polin as the Owner of Menantea uses Influencer Marketing to gain public trust, namely Perceived Trust. The community’s Perceived Trust arising from Influencer Marketing is carried out to increase spontaneous purchases by customers. The research was conducted to determine whether there is an effect of Influencer Marketing on Perceived Trust, the Perceived Trust on Impulsive Buying, and the effect of Influencer Marketing on Impulsive Buying through Perceived Trust. This research uses a quantitative method in the form of a survey. The research population is Menantea’s Instagram followers and Menantea’s buyer population with total sample of 100 respondents using simple random sampling. The theory used is Influencer marketing, Perceived Trust, and Impulsive Buying. The results of the research is Influencer Marketing has a significant effect on Perceived Trust, Perceived Trust has a significant effect on Impulsive Buying, and Influencer Marketing has a significant effect on Impulsive Buying through Perceived Trust Menantea products. Dunia digital sangatlah berkembang, sehingga kegiatan bisnis dituntut untuk menyesuaikan dengan perubahan yang terjadi. Cara unik yang dapat dilakukan di era ini adalah menggunakan Influencer Marketing guna memasarkan dan mempromosikan sebuah produk. Jerome Polin selaku Owner dari Menantea menggunakan influencer marketing untuk mendapat kepercayaan masyarakat atau perceived trust. Perceived trust masyarakat yang timbul akibat influencer marketing dilakukan untuk meningkatkan tindakan pembelian secara spontan oleh customers. Penelitian dilakukan untuk mengetahui pengaruh influencer marketing terhadap perceived trust, lalu perceived trust terhadap impulsive buying, dan pengaruh Influencer marketing terhadap impulsive buying melalui perceived trust. Penelitian ini menggunakan metode kuantitatif dalam bentuk survei. Populasi penelitian merupakan pengikut instagram Menantea dan populasi pembeli Menantea, dengan jumlah sampel sebanyak 100 responden secara simple random sampling. Teori yang digunakan adalah influencer marketing, perceived trust dan impulsive buying. Hasil penelitian menyatakan bahwa influencer marketing berpengaruh secara signifikan terhadap perceived trust, perceived trust berpengaruh signifikan terhadap impulsive buying, dan influencer marketing berpengaruh signifikan terhadap Impulsive Buying melalui Perceived Trust dari produk Menantea.
Efektivitas Kegunaan Product Placement terhadap Brand Awareness Kopiko dalam Drama Korea Vincenzo Herawan, Stella Aurelia; Erdiansyah, Rezi
Prologia Vol. 7 No. 1 (2023): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v7i1.15813

Abstract

Public awareness of a brand exists due to the stimulus or trigger provided by the producer so that it can attract attention to consumers. Drama can be a place for producers to indicate their products so that brand image stays in consumers' memory. Product placement is one way for producers to promote or increase public awareness of a brand by displaying the brand with a show. This can improve the image of a product’s brand and can indirectly instill public awareness of a brand. The cultivation process through media shows also helps make public perception of the product and increase brand awareness. The intention of this study was to know the affect effectiveness of the use of product placement on brand awareness of a product. The studies strategic that used is a quantitative strategic. The population of this study is the people of Jakarta and its surroundings (Bo-De-Ta-Bek) with a total sample of 150 respondents. The outcome of the studies that has been done is that the use of effective product placement on Kopiko's brand awareness in the Korean drama Vincenzo is 7.8%. Kesadaran masyarakat terhadap suatu brand ada dikarenakan stimulus atau pemicu yang diberikan oleh produsen sehingga dapat menarik perhatian. Drama dapat menjadi salah satu wadah untuk produsen dalam memperlihatkan atau menunjukkan produknya sehingga dapat meninggalkan gambaran brand kepada konsumen. Product placement menjadi salah satu cara produsen dalam memasarkan ataupun meningkatkan kesadaran masyarakat terhadap suatu brand dengan cara menayangkan brand dengan suatu tayangan media. Hal ini dapat meningkatkan citra dari suatu brand produk dan secara tidak langsung dapat menanamkan kesadaran masyarakat terhadap suatu brand. Proses kultivasi lewat tayangan media juga membantu membentuk persepsi masyarakat terhadap produk dan meningkatkan kesadaran akan merek. Tujuan penelitian ini adalah untuk mengetahui efektivitas kegunaan product placement terhadap brand awareness suatu produk. Penelitian dilakukan dengan menggunakan metode kuantitatif dengan pengambilan populasi masyarakat Jakarta dan sekitarnya (Bo-De-Ta-Bek) dengan jumlah sampel sebanyak 150 responden. Hasil dari penelitian yang telah dilakukan yaitu kegunaan product placement efektif terhadap brand awareness Kopiko dalam drama korea Vincenzo sebesar 7,8%.
Pengaruh Kualitas Pesan Iklan dan Daya Tarik Iklan terhadap Efektivitas Iklan dan Implikasinya pada Brand Awareness Junita, Junita; Erdiansyah, Rezi
Prologia Vol. 7 No. 1 (2023): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v7i1.16025

Abstract

The low level of visits to the JD.id site indicates the low level of public awareness of JD.id. This study was conducted to see whether the quality of the advertising message and the attractiveness of the advertisement had a direct or indirect effect on the effectiveness of advertising in increasing JD.id's brand awareness. This research focuses on the JD.id advertisement with the version "Free with Cinta Laura". In this research, the writer uses quantitative method, non-probability sampling technique and purposive sampling approach. The research sample was 100 respondents. The collected data is then processed using Path Analysis or Path Analysis. The results of this study are the Quality of Advertising Messages (X1) and Advertising Attractiveness (X2) indirectly affect Brand Awareness (Z) mediated by Advertising Effectiveness (Y). Rendahnya tingkat jumlah kunjungan ke situs JD.id, mengindikasikan rendahnya tingkat kesadaran masyarakat terhadap JD.id. Penelitian ini dilakukan untuk melihat apakah kualitas pesan iklan dan daya tarik iklan berpengaruh langsung atau tidak langsung terhadap efektivitas iklan dalam meningkatkan brand awareness JD.id. Penelitian ini fokus pada Iklan JD.id yang versi “Ongkirnya free with Cinta Laura”. Dalam penelitian ini, penulis memakai metode kuantitatif, teknik sampling non-probability sampling dan teknik pendekatan purposive sampling. Sampel penelitian sebanyak 100 responden. Data yang terkumpul kemudian penulis olah menggunakan Analisis Jalur atau Path Analysis. Hasil dari penelitian ini adalah Kualitas Pesan Iklan (X1) dan Daya Tarik Iklan (X2) secara tidak langsung mempengaruhi Brand Awareness (Z) yang dimediasi oleh Efektivitas Iklan (Y).
Pengaruh Penggunaan Iklan Televisi dan Daya Tarik Iklan terhadap Brand Equity Shampo Head & Shoulders Lorenza, Vegent; Erdiansyah, Rezi
Prologia Vol. 7 No. 1 (2023): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v7i1.16029

Abstract

As part of the P&G family, Head & Shoulders shampoo has been trusted as shampoo no. 1 world#. One of the efforts to maintain this existence Head & Shoulders issued a television commercial that is interesting, and different. The appeal of an advertisement and advertising media can be a means to introduce a product and one that must be considered to create brand equity. This study aims to find and determine the effect of the use of television advertising and advertising attractiveness on the brand equity of Head & Shoulders shampoo. The researcher uses brand equity, television advertising, and advertising appeal as research concepts. Using a quantitative approach and survey methods. The population used is respondents who have watched television advertisements for Head & Shoulders shampoo and have used Head & Shoulders shampoo products. The data obtained were analyzed using t test, normality, multiple regression..linear.test, looking for the coefficient of determination, validity test, and reliability test. The t-test showed a significant effect, meaning that television advertising and advertising appeal had a significant effect on the brand equity of Head & Shoulders shampoo. Sebagai bagian dari keluarga P&G, shampo Head & Shoulders telah dipercaya sebagai shampo no. 1 dunia#. Salah satu upaya untuk mempertahankan eksistensi ini Head & Shoulders mengeluarkan iklan televisi yang menarik, dan berbeda. Daya tarik sebuah iklan dan media iklan dapat menjadi sarana untuk memperkenalkan suatu produk dan salah satu yang harus diperhatikan untuk menciptakan ekuitas merek. Penelitian bertujuan untuk mencari dan mengetahui pengaruh penggunaan iklan televisi dan daya tarik iklan terhadap ekuitas merek shampo Head & Shoulders. Peneliti menggunakan ekuitas merek, iklan televisi, dan daya tarik iklan sebagai konsep penelitian. Menggunakan pendekatan kuantitatif serta metode survei. Populasi yang dipakai adalah responden yang pernah menonton iklan televisi shampo Head & Shoulders dan pernah menggunakan produk shampo Head & Shoulders. Data yang diperoleh dianalisis menggunakan uji t, normalitas, pengujian..regresi..linier.berganda, mencari koefisien determinasi, uji validitas, dan uji reliabilitas. Uji t menunjukkan pengaruh yang signifikan, artinya iklan televisi dan daya tarik iklan berpengaruh signifikan terhadap ekuitas merek shampo Head & Shoulders.
Customer Brand Engagement Pengguna Electronic Payment Valentino, John; Erdiansyah, Rezi
Prologia Vol. 7 No. 1 (2023): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v7i1.21282

Abstract

The use of electronic payments is increasingly widespread. In this case, digital payment users in Indonesia are already quite high and various e-wallet companies are also competing to become leaders in providing digital payment services.) Electronic payments must be trusted for their safety and must also be able to facilitate human activities in using them. Research This study aims to determine the effect of social media marketing and brand trust on customer brand engagement (a case study of electronic payment users). The theory used is the theory of marketing communications, social media, brand trust, and consumer engagement. This research uses quantitative methods. The data collection technique used is by using a questionnaire. The method used is to distribute questionnaires via the Google form by distributing them online to people who have used electronic payments. The population of this study are electronic payment users and the sample used is 100 samples. The results of this study are that Social Media Marketing and Brand Trust have an influence on customer brand engagement in electronic payment users. Penggunaan electronic payment semakin meluas. Dalam hal ini pengguna pembayaran digital di Indonesia memang sudah tergolong cukup tinggi dan berbagai perusahaan e-wallet juga berlomba untuk menjadi pemimpin dalam penyediaan jasa pembayaran digital.) Electronic payment ini harus bisa dipercaya akan keamanannya dan juga harus bisa memudahkan aktivitas manusia dalam menggunakannya.Penelitian ini bertujuan untuk mengetahui pengaruh pemasaran media sosialdan kepercayaan merek terhadap customer brand engagement (studi kasus pengguna elctronic payment). Teori yang digunakan adalah teori komunikasi pemasaran, sosial media, kepercayaan merek, dan keterlibatan konsumen. Penelitian ini menggunakan metode kuantitatif. Teknik pengumpulan data yang digunakan yaitu dengan menggunakan kuesioner. Cara yang digunakan adalah menyebarkan kuesioner melalui google form dengan menyebarkan secara online kepada orang yang pernah menggunakan electronic payment.  Populasi dari penelitian ini adalah pengguna electronic payment dan sampel yang digunakan berjumlah 100 sampel. Hasil dari penelitian ini adalah Pemasaran Media Sosial dan Kepercayaan Merek mempunyai pengaruh terhadap customer brand engagement dalam pengguna electronic payment.
Co-Authors Agdesuri, Syahadatan Beva Anggriani, Monika Anshari, Achmad Yasser Aulery, Stasya Chandra, Vincent Patrick Citrasumidi, Kevin Doddy Salman Eko Harry Susanto Fandy Fandy, Fandy Gabriel, Patrick Hadi Surya, Dalvin Halim, Audrey Zebe Agathon Herawan, Stella Aurelia Herlianti Marta, Nofaria Heryanto, Rio Irvan, Ignatius Junita Junita Kusuma, Ryan Tirta Lavenia, Gabrielle Lorenza, Vegent Marfudin, Marfudin Nainggolan, Herti Yuliana Nathania, Eunike Claresta Oktaliany, Vallentcia Naomi Putri, Banafsha Shafa Kurnia Rahmat, Sandia Ivan Septa, Elza Eldiana Sisca Aulia Sofjan, Stella Susanto, Erna Sutandi, Felicitas Velin Tantama, Willson Indra Tjandra, Marvin Saputra Valentino, John Wijaya, Gabrielle Margaretha Wijaya, Paulina Winda Putri, Gabriela Wiryana, Novandy Yusanida Wulandari, Dwi Ratih Yapriliadi, Samuel Baresta Yovianty, Livia