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All Journal Ekonomi Bisnis Gadjah Mada International Journal of Business Akuntansi Krida Wacana Jurnal Manajemen. MIX : Jurnal Ilmiah Manajemen DeReMa (Development Research of Management) Jurnal Manajemen Jurnal Komunikasi JURNAL EKONOMI PENDIDIKAN DAN KEWIRAUSAHAAN Jurnal Bisnis dan Akuntansi MBIA Prologia Jurnal Muara Ilmu Sosial, Humaniora, dan Seni Jurnal Muara Ilmu Ekonomi dan Bisnis Business Management Journal Program Studi Manajemen SABDAMAS Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Akuntansi Jurnal Manajemen Jurnal Bakti Masyarakat Indonesia Jurnal Manajerial Dan Kewirausahaan Jurnal Manajemen dan Pemasaran Jasa International Journal of Application on Economics and Business Jurnal Manajemen Maranatha
KENI KENI
Faculty Of Economic And Business, Universitas Tarumanagara, Jakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : prologia

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PENGARUH PENAYANGAN IKLAN DARING SELAMA PANDEMI COVID-19 TERHADAP KOGNISI KONSUMEN AKAN KEBUTUHAN DAN DAMPAKNYA TERHADAP PERILAKU PEMBELIAN KONSUMEN Cynthia Cynthia; Sherly Sherly; Fidelius Marlfel; Marlyn Marlyn; Keni Keni
Prologia Vol 5, No 2 (2021): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v5i2.13245

Abstract

Online ads which are basically faster, more effective, and more accurate tend to be more engaging than traditional ads. The influence of online ads does not happen instantly, other factors contribute to the changes in consumer behavior to become more impulsive. Consumer need for cognition is the factor that mediates the relationship. Consumers who have need for cognition tend to be more easily influenced by online ads, especially when it's done repeatedly. Therefore, this study was conducted to examine the relationship between repeated online ads and consumer need for cognition for the changes in consumer behavior that was strengthened or weakened by the COVID-19 pandemic. Hypothesis testing was carried out by using Partial Least Square - Structural Equation Modeling (PLS-SEM) analysis with SmartPLS software. The research results showed that repeated online ads and consumers' need for cognition had a positive influence on consumer buying behavior, but the COVID-19 pandemic had a negative effect.
Faktor-Faktor yang Mempengaruhi Brand Loyalty Produk Susu dengan Brand Love sebagai Variabel Mediasi Chang, Kevin; Keni, Keni
Prologia Vol. 9 No. 2 (2025): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v9i2.35338

Abstract

Dairy products have been known as a beneficial product to boost immune system, but their consumption is relatively low in Indonesia because people tend to choose juice or other alternatives for health purposes. Therefore, the purpose of this study is to examine the direct influence of brand experience, brand satisfaction, and brand love on brand loyalty, as well as to determine the role of brand love as a mediator between brand experience and brand satisfaction on brand loyalty. A total of 312 respondents were collected from customers of dairy products in Jakara conducted in November 2023. The sample was obtained through distributing online questionnaires using non-probability sampling methods and convenience sampling as sample selection techniques. Hypothesis testing in this study was carried out using Partial Least Square-Structural Equation Modelling (PLS-SEM). This study concluded that brand experience and brand satisfaction influence brand loyalty and brand love positively and significantly. Brand love influences brand loyalty positively and significantly. Moreover, brand love mediates the influence of brand experience and brand satisfaction on brand loyalty positively and significantly. Produk susu telah dikenal sebagai produk yang bermanfaat untuk meningkatkan sistem kekebalan tubuh, tetapi konsumsi produk tersebut relatif rendah karena masyarakat cenderung memilih jus atau alternatif lainnya untuk tujuan kesehatan. Oleh sebab itu, penelitian ini bertujuan untuk menguji pengaruh secara langsung pengalaman merek, kepuasan merek, dan kecintaan merek terhadap loyalitas merek, serta untuk mengetahui peran kecintaan merek sebagai mediator antara pengalaman merek dan kepuasaan merek terhadap loyalitas merek. Sampel total yang terkumpul sebanyak 312 responden pelanggan produk susu cair dalam bungkusan di Jakarta yang dilakukan pada November 2023. Sampel didapatkan melalui penyebaran kuesioner daring dengan metode non-probability sampling dan teknik pemilihan sampel, yaitu convenience sampling. Pengujian hipotesis pada penelitian dilakukan menggunakan Partial Least Square-Structural Equation Modelling (PLS-SEM). Hasil penelitian ini menunjukkan bahwa brand experience dan brand satisfaction berpengaruh positif dan signifikan terhadap brand loyalty dan brand love. Brand love berpengaruh positif dan signifikan terhadap brand loyalty. Selain itu, brand love dapat memediasi pengaruh brand experience dan brand satisfaction terhadap brand loyalty secara positif dan signifikan.
Co-Authors Ade Junior Agatha Rania Candra Elvareta Ai Ling Ai Ping Teoh Ai Ping Teoh Ai Ping Teoh Ai Ping Teoh Alain Moelya Warisadi Alex Frederickson Zai Alex Santana Alexander , Alexander Alexander Alexander Alexandra Fenetta Alvin Putra Winata Alvindy, Alvindy Anastasia Kristinawati Anastasia Ria Utami Anastasia Silvi Andrea Ang Amelia Angeline Arinda Anthony Halim Aristo, Evodius Arnaldo, Aron Aryon, Debora Christina Azka Zukhrufa Bella Chechelia Tambunan Bella Sutanto Bella Vianita Bramasta, Arya Adi Bryan Samuel Gunawan Buana, Salsabila Ayunda Martsa Buana, Salsabilla Ayundha Marthsa Budiarto, Ferdian Burmansah Burmansah Caecelia Cynthia Limanan Callista Callista Calvin Johari Calvin, Nicholas Celline, Aprilia Chandra Yudha Cahyadi Chandra, Cindy Chang, Kevin Christian Halim Christofer, Andrew Christopher Edbert Ang Clarence Clarence Clarence, Clarence Clarissa Cynthia Cynthia Cynthia Cynthia David, Tonny Delvin Valentino Agustinus Dini Oktaviani Djaruma, Juwita Edi Surya Negara Elis, Elis Emerald, Serena Evelina Larisa Sidharta Fajri Adrianto Febriany, Dessy Feranvin Osman Ferdian Surganingtyas Eko Trisatmodjo Fernando Fernando Fidelius Marlfel Fidelius Marlfel Fincent Sutanto Fransisca I. R. Dewi Fransisca Iriani Roesmala Dewi Gaus Gunawan Gerry Marvinson Hadiwidjajalu, Kentji Halbert Kurniadi Halim, Christian Hartawan, Christofer Novrisatya Helen Veronica Hendi, Hendi Hendra Wijaya Hendro Hendro I Made Genta Wedangga Ica Rika Candraningrat Ida Puspitowati Ida Puspitowati Ika Nurul Febrianti Immanuel, Sandy Ivan Adrian Jacky Sona Putra Janice Atalie Leow Jap Tji Beng Jimmy Jap Johansen Johansen JONATHAN WILSON CHANDRA Jorken Jorken Jovita Damayanti Tjipto Juliana Juliana Jundrio, Harry Kanto Kanto Kawi, Jeffrey Saputra Kayla Aletha Kelvin Andika Saputra Kristanto, Harry Kristian Wibisono Kurniawan, Alwin Fajar Laurence, Kenny Leonardo Lantang Leonardo Tan Lerbin R. Aritonang R Leviani, Marissa Liap, Valensia Fanny Ludya Lim, Sherliana Limanan, Caecelia Cynthia Lita Marchella Tanumiharja Lydiawati Soelaiman Lydiawati Soelaiman M. Nurul Rizki Maria, Ivonne Markus, Harris Marlyn Marlyn Martono Martono Massie, Andrew Christian Meilia Japiana Meilia Japiana Michael Finley Michelle , Michelle Ming, Yeo Wei Mira Bella Mirtsa Zahara Hadi Nelsen Sifran Nicco Dhitya Arya Winata Nicholas Wilson Nicholas Wilson Nicholas Wilson Nicholas Wilson Nico Michael Bryan Nina Perlita Novilia Puspitasari Nugraha, Tarsisius Bisma Nyotowidjojo, Kartika Sari Orlando, James Oscar, Yessica Paul Kristiawan Pribadi Paulina Kristiani Pauline, Delvina Pratamaputra, Dennis Purnama Dharmawan Purnama Dharmawan Putra, Alfen Dwi Putra, Thomas Wilson R. Aritonang R., Lerbin Rafaela Winata Rafaela Winata Rajendran Muthuveloo Rasji Rasji Rian Tanjung Richard Wisianto Risnawaty, Widya Rita Markus Idulfilastri Rita Markus Idulfilastri Romeyna Willim Roshima, Ramos Ryan Sabrina O Sihombing Salim, Yovina Salsabilla Ayundha Martsha Buana Sandra, Kavira Kamate Sari, Melinda Ika Sari, Puspa Ratna Setiawan, Lukas Setiawan, Ronaldo Sherly Sherly Sherly Sherly Shirly Gunawan Silvia Agustina Simatupang, Natasya Theresia Soelaiman, Lydiawati Sofia Prima Dewi SOFIA PRIMA DEWI Solikhah, Nafiah Sri Wulandari Stanly Hidajat Stephanie Clarissa Steven Leoti Aliman Sudarman Kosasih Sudibyo, Arvin Sutini, Sandra Tan, Pauline H. Pattyranie Tay Lee Chin Theophilus Alpha Kristiawan Tiatri, Sri Tjengharwidjaja, Adryan Tjipto, Jovita Damayanti Valentino Wijaya Valentino Wijaya Valerian, Juan Valerie, Christian Vanessa Vanessa Vanya Dwi Nanda Vellisa Yolanda Verena Sandra Esmeralda Veronica, Helen Vincent Vincent Vinka Vanlia Sianata VITA BRILIANA Wei Kiong Wei Ming Yeo Wendy Olivia Suherli Widya Octaviani Widya Risnawaty Wijaya, Robertus Kartono Wijaya, Valentino Willi Nathanael Febrian Winarna, Aris Winnie Winnie Wiranata, James Putra Wulan Purnama Sari Wulandari, Dhea Asih Yanico Yanico Yohanes Nuhadriel Yosua Tantri Saman Yulianti Yulianti Yulianti Yulianti Yulike Prawinda