Article Per Year (5 Year)
p-Index From 2021 - 2026
2.165
P-Index
This Author published in this journals
All Journal Journal of Business and Management Journal of Regional and City Planning DIJB (Diponegoro International Journal of Business) Journal of International Conference Proceedings Innovative: Journal Of Social Science Research Mandalika Journal of Business and Management Studies Journal Integration of Management Studies
Annisa Rahmani Qastharin
Institut Teknologi Bandung
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

Published : 14 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search
Journal : Journal Integration of Management Studies

 1 
The Impact Of Spotify Advertisements On Free Accounts To Purchase Decisions For Spotify Premium Accounts With Consumer Attitudes As The Mediating Variable Jane Evelyn Alodia; Annisa Rahmani Qastharin
Journal Integration of Management Studies Vol. 2 No. 1 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v2i1.171

Abstract

In recent years, digital music streaming services have increasingly relied on advertisements to generate revenue and encourage users to upgrade to premium accounts. Previous research has shown that effective advertising can significantly influence consumer attitudes and purchasing decisions. However, advertisements may also provoke negative reactions such as annoyance and irritation, potentially impacting user experience. This study examines the impact of Spotify advertisements on consumers' purchasing decisions to upgrade from free to premium accounts, with consumer attitude as a mediating variable. This study used a quantitative approach to collect data from an online survey of 399 Spotify users. Data analysis was conducted using descriptive statistics and partial least squares structural equation modeling (PLS-SEM). The results indicate that advertising significantly enhances customer attitudes and positively influences purchase decisions. Furthermore, advertisements impact purchase decisions indirectly through customer attitudes. Despite these positive effects, the study also reveals that advertisements can cause adverse reactions, such as annoyance and irritation. Respondent feedback highlights ad content, frequency, and timing issues, which often disrupt the user experience. These findings provide valuable insights for digital marketers and advertisers seeking to optimize their campaigns on platforms like Spotify. Additionally, this research contributes to the broader understanding of advertising effectiveness, customer behavior, and digital marketing strategies in the context of music streaming services.
The Influence of Lazada's Jingle Towards Purchase Intention with Brand Awareness as the Mediating Variable Halim, Angeline; Qastharin, Annisa Rahmani
Journal Integration of Management Studies Vol. 2 No. 2 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

In today's digital era, e-commerce has gained significant popularity among Indonesian consumers. Lazada, a leading e-commerce platform in Indonesia, employs various advertising strategies, including the use of a catchy jingle, to enhance brand awareness and drive purchase intention. This study examines the effectiveness of Lazada's jingle in increasing customer purchase intention. Advertising effectiveness measures how well the campaign has achieved its goals, specifically in increasing purchase intention in this research. Despite widespread exposure of Lazada's jingle across various platforms, public reactions are mixed; some consumers find the jingle entertaining and memorable, while others consider it annoying and intrusive. This research aims to determine whether the jingle effectively enhances brand awareness and if this increased awareness translates into higher purchase intention. The study investigates the influence of Lazada's jingle on consumers' purchase intention, with brand awareness serving as a mediating variable. It focuses on Generation Z and Millennials aged 17 to 42 in Indonesia, as they represent a significant portion of Lazada's target market. Data were collected using a quantitative approach through preliminary and main research involving 409 respondents via online survey questionnaires. The findings reveal that Lazada's jingle significantly enhances brand awareness, which in turn positively influences purchase intention. The study highlights the importance of incorporating catchy jingles into advertising strategies to boost brand awareness and consumer engagement. These insights are crucial for e-commerce marketers aiming to optimize their advertising efforts and improve customer retention, thereby validating and strengthening existing studies. Future research should explore the long-term effects of jingles on consumer behavior and emotional response, as well as the frequency with which the jingle is played.
Co-Authors Abadi, Muhammad Alif Fairuz Belgiawan, Prawira Fajarindra Briliana, Regita Febriend, Saskia Deffa Fitri Aprilianty Glenito Yusuf Bagaskoro Halim, Angeline Jane Evelyn Alodia Kurniawan, William Lidia Mayangsari Luthfia Ahdiani Matahati, Haiqa Muharam, Ilham Nurfaisa Hidayanti Pratama Gracia Adi, Agustinus Krishna Raden Aswin Rahadi Reza Ashari Nasution Sudarso Kaderi Wiryono Syachfitria, Nabila Zakiyah Artanti Ratnadewi