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All Journal Jurnal Bisnis dan Kewirausahaan (Journal of Business and Entrepreneurship) Journal of Business, Management and Social Studies
Alif, Muhammad Gunawan
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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The Effectiveness of Gojek’s Product Placement in Keluarga Cemara Movie towards Purchase Intention Anggeliana, Dhea; Alif, Muhammad Gunawan; Pangaribuan, Christian Haposan
Journal of Business, Management, and Social Studies Vol. 1 No. 1 (2021): Journal of Business, Management, and Social Studies
Publisher : APPS Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (584.542 KB) | DOI: 10.53748/jbms.v1i1.11

Abstract

Objective – This study explores the influence of product placement towards purchase intention while assessing the effectiveness of the ad determined by aspects of prominence, celebrity endorsement, modality, attitude towards movie and attitude towards brand.Methodology – This type of research was a quantitative method using associative research approach and measured by regression method. The distribution of questionnaires was a non-probability with simple random sampling. The survey was conducted to 184 respondents in Jakarta, Indonesia, in May 2019.Findings – The research found that modality does have a direct and significant effect on attitude towards the movie, attitude towards the brand, and purchase intention. We also find that celebrity endorsement has an impact on attitude towards the brand and purchase intention, not on attitude towards the movie. Prominence does not seem to have any relationship with all dependent variables.Novelty – Although research has investigated product/brand placement, we extend the literature by investigating modality, prominence, and celebrity endorsement.
The Effects of Stimulus and Consumer Characteristics on the Utilization of Nutrition Information and Purchase Intention Putri, Ersheilla Andanawarih; Alif, Muhammad Gunawan
Journal of Business, Management, and Social Studies Vol. 1 No. 2 (2021): Journal of Business, Management, and Social Studies
Publisher : APPS Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (967.496 KB) | DOI: 10.53748/jbms.v1i2.20

Abstract

This research study investigates the effect of stimulus and consumer characteristics on the utilization of nutrition information. Details of stimulus in this research study are negative arousal consequence information (paired 3 levels: high, low, control) and reference information (with and without information on Recommended Dietary Allowance or RDA). Meanwhile, details for consumer characteristics are nutrient familiarity (familiar, unfamiliar), and preventive orientation (high, low). The measurements of utilization of nutrition information are through the motivation to process, ability to process, and purchasing intention. This quantitative research employs 3x2x2 experimental design. Based on the data of 353 respondents, the findings showed that the variables affecting motivation to process are consequence information, nutrient familiarity, and preventive orientation. In contrast, preventive did not affect the purchasing intention. This study can predict the best strategy of nutrition information that makes people utilize the knowledge and attract them regarding their purchasing intention. This will not only help policy makers design legal polices that promote health but will also help corporations develop products that better match consumers’ desire for healthy food.
SELLING CIGARETTES: THE EFFECTS OF SEXINESS LEVEL AND ETHNICITY OF SALES PROMOTION GIRL AMONG SMOKERS AND NON-SMOKERS Fauzi, Hedi; Alif, Muhammad Gunawan
Journal of Business And Entrepreneurship Vol. 7 No. 1 (2019): JOURNAL OF BUSINESS AND ENTREPRENEURSHIP (May 2019 Edition)
Publisher : APPS Publications

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Abstract

The aim of current study is to analyze the effects of cigarette sales promotion girl’s appearances as measured from sexiness level of uniform and ethnicity towards young smokers and non-smokers behavior and buying interest, which is represented through attitude towards the brand, and purchase intention. It was measured by nine different appearances of the cigarette sales promotion girl as the combination of sexiness level (casual, moderate, high) and ethnicity (Chinese descent, Native Indonesian and Western mix), and then it will be seen in influencing the attitude towards the model, attitude towards the brand, and purchase intention. As a quantitative research using experimental method between subjects designs, this study analyzes 507 subjects, divided into 278 young non-smokers and 229 young smokers. For non-smokers respondents, the sexiness level and ethnicity do affect the attitude toward the model but not the attitude towards the brand and purchase intention. Meanwhile, the result from the smoking respondents shows that the sexiness level and ethnicity do affect the attitude toward the model, attitude toward the brand and purchase intention. Moreover, young non-smokers give more positive response to the Western mix sales promotion girl wearing high level of sexy uniform, while young smokers give more positive response to the Native Indonesian and Western mix sales promotion girl wearing moderate level of sexy unform.
Co-Authors Anggeliana, Dhea Fauzi, Hedi Pangaribuan, Christian Haposan Putri, Ersheilla Andanawarih