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All Journal Jurnal Manajemen Teknologi Journal The Winners SITEKIN: Jurnal Sains, Teknologi dan Industri Jurnal Minds: Manajemen Ide dan Inspirasi The International Journal of Accounting and Business Society Syntax Literate: Jurnal Ilmiah Indonesia Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Economics and Business UBS International Journal of Science and Society (IJSOC) Journal Of World Science Jurnal Locus Penelitian dan Pengabdian Journal Research of Social Science, Economics, and Management
Willy Gunadi
Binus Business School, Bina Nusantara University, Jakarta
Religion Aerospace Engineering Arts Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Social Sciences Other

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Factors Influencing Online Video Advertising That Have an Impact on Brand Awareness, Brand Image, and Purchase Intention Halley Putri Kharisma; Kezia Melodia Adiprasetya; Syafi Fabio Djohan; Willy Gunadi
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.4705

Abstract

Along with the development of the evolution of social media, online video marketing can be accessed easily. Therefore, several aspects are needed so that online video advertising can be attractive to consumers. This study investigates the impact of entertainment, informativeness, credibility, customization, and irritation on ad values that affect brand awareness and brand image, which leads to purchase intention in online video advertising. Data was collected through online questionnaires given to 150 people who live in Java who are interested in buying products or services because they watch advertisements on YouTube. This study uses Structural Equation Modeling (SEM) with the SmartPLS. The results show that entertainment, informativeness, credibility, customization have positively affected ad value, while irritation has negatively affected ad value on YouTube. On the other hand, ad value through YouTube affected both brand awareness and brand image. Brand image positively affected purchase intention, however brand awareness did not affect purchase intention.
The Influence of Service Quality, Perceived Value, Customer Satisfaction and Brand Trust towards Customer Loyalty in Subscription Video on Demand Prabjit, Prabjit; Salim, Cynthia Viorenza; Kusumawardhani, Annisya; Gunadi, Willy
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 4, No 4 (2021): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i4.3140

Abstract

Due to the pandemic, the subscription of video on demand is increasing. This study provides a framework for customer loyalty of Subscription Video On Demand (SVOD). This study aims to determine how service quality, perceived value, customer loyalty, satisfaction, and brand trust affect SVOD. Data we recollected by using questionnaires through online forms from 200 subscribers of video on demand from Greater Jakarta who had used their expenses to pay the SVOD. Explanatory research method is applied in this research. The data were analyzed using structural equation modeling and using SmartPLS to analyze the data. According to the data analysis results, satisfaction positively impacted service quality, brand trust, and perceived value. Moreover, loyalty in SVOD influence negatively, whereas brand trust gives a substantially positive influence on loyalty in SVOD.
Co-Authors Abdillah, Faturrahman Aditya, Febiyana Adityaputra, Muhammad Rizki Alfiandi, Muhammad Fadi Amanda, Melissa Andini, Arininta Nadya Arta M. Sundjaja Bramantyo, Mahardian Ardhi Bramantyo, Prima Laksana Bustan, Stella Octaviani Chandra, Hanry Caesar Deni Irawan, Deni Dennis Setiono Dewabroto, Wisnu Sakti Djoko Raditya Fatma Yufita Melisiana Angkasapuri Fauzia G, Frisca Fonda, Lie Gani, Leilani Halley Putri Kharisma Ian, Sebastian Jeisa Sumarauw, Zoya Jonathan Rawung Kartono, Rano Kezia Melodia Adiprasetya Kosasih, Dicky Mikhael Kusumawardhani, Annisya Lestadi, Arief Kristianto M. Hamsal Marsya Safira Sutrisno Meo, La Bansi Muhammad Syukur Nasir, Munawir Nidya, Firdiyanti Peruzzi, Mochammad Rafii Prabjit, Prabjit Pramono, Yogi Prasetyo, Singgih Hadi Puspitasari M A Taha, Ria Kurnia Rachma, Nabila Roseline, Klaudia Sagita Putri, Defara Salim, Cynthia Viorenza Sam Pradita, Ferdyn Nurwenda Sarendra, Tania Citra Sari Puspita, Ni Putu Pradipta Sisilia, Heng Stephanie, Diana Melliza Syafi Fabio Djohan Tamba, Partogi Tandra, Geraldi Tanil, Silviyani Vini Marianie Vici Wawolumaja, Joana Elisa Wirasti, Arinka Retna