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All Journal Journal The Winners Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Nila Krisnawati Hidayat, Nila Krisnawati
Swiss German University
Economics, Econometrics & Finance Social Sciences

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Enhancing Netizen As A Digital Marketing Activity Toward Strategic Branding: A Case Study of “XYZ” Brand Hidayat, Nila Krisnawati; Tobing, Rudy
Journal the Winners: Economics, Business, Management, and Information System Journal Vol 13, No 1 (2012): The Winners Vol. 13 No. 1 2012
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v13i1.668

Abstract

This study is focused on the role of netizen in digital marketing activities to attempt the development of strategic brand of “XYZ”. The purpose of this study to identify whether netizen as users have recognize the “XYZ” brand as a product of internet mobile, through four variables of brand performances: delivery message, creative advertisement, product understanding, and brand association. It is also to measure users’ level of awareness to the website of “murah itu XYZ”. The research methodology applied in this study is descriptive quantitative study  using Likert scale. The result shows that the highest level of brand performance is not only from delivery message, but it also indicates that netizen have recognized the “XYZ” as internet mobile under the activity of digital marketing. In addition, users are not aware yet to the website of “murah itu XYZ”. The content of the mobile advertising should be increased in the near future.
The impact of media selection on advertising effectiveness an empirical study from the consumer behavior perspective Christian, Avi; Hidayat, Nila Krisnawati
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. 11 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (505.878 KB) | DOI: 10.32670/fairvalue.v4i11.1857

Abstract

Advertising has been around for more than a century. The development of technology has brought many media for advertising. This gives advertisers more options to choose the best medium for advertising. However, this also brings problems to advertisers, namely to choose the best media for advertising. This study was conducted to determine the impact of media selection on advertising effectiveness, an empirical study from the perspective of consumer behavior. The type of research in this research is descriptive research: single – cross sectional design, quantitative research. This research was conducted in Greater Jakarta with 155 respondents. Data were analyzed using SPSS and PLS. This research study shows that media selectin has a positive significant impact on advertising effectiveness. It shows that media selection is an important part of reaching advertising effectiveness.
Co-Authors Christian, Avi Rudy Tobing, Rudy