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All Journal Kajian Manajemen dan Bisnis INJECT Interdisciplinary Journal of Communication
Shellyana Junaedi, Shellyana
Unknown Affiliation
Religion Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Sikap terhadap Iklan dan Sikap terhadap Merek sebagai Variabel Perantara dalam Iklan Komparatif: Pengujian Spesifikasi Empat Alternatif Model Wijayanti, Rindra Tri Wahyu; Junaedi, Shellyana
Kajian Manajemen dan Bisnis Vol 2, No 2 (2011)
Publisher : Kajian Manajemen dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (5849.088 KB)

Abstract

High competition sale that make company do sale promotion to interest consumers, and one of them by means of advertising media. It is need a message interest for consumers with comparative advertising applied. Advertising comparative in TV is a phenomenon, so the research is to measure advertising comparative used by model development, Four Alternative Specifications of The Mediating Role of AAD. The research used survey method with distributed quesionare to 257 respondents. Processing data used by Structural Equation Model (SEM) analysis with AMOS Program Version 6.0. In this research used primer data and collective sample used non probability sampling technique with purposive sampling method.
The Impact Of Marketing Communications On The Decline Of The De Mata Museum: A Study Of Traditional Wom Vs E-Wom Yovita Junijanto, Helena; Junaedi, Shellyana
INJECT (Interdisciplinary Journal of Communication) Vol. 9 No. 2 (2024)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v9i2.2371

Abstract

The main objective of this study was to investigate the influence of marketing communication on visitors' interpretation of the De Mata Museum Yogyakarta site. In total, 196 individuals, ranging in age from 15 to 40, visited the De Mata Museum in Yogyakarta before the conclusion of the investigation. Data was collected using a purposive sample technique, Google Forms and a 5-point Likert scale. The data analysis was performed using IBM SPSS Statistics version 25, which included examining variance (ANOVA) and multiple linear regression. The findings indicated that electronic word-of-mouth (e-WOM) had a more significant influence on a physical site's perceived quality than conventional WOM. Significantly, the influence of commercial electronic word-of-mouth (e-WOM) exceeded that of personal WOM. Furthermore, the impact of negative word-of-mouth (WOM) metrics was markedly more substantial than that of good WOM, and negative electronic word-of-mouth (e-WOM) had a broader influence than negative WOM.
Co-Authors Wijayanti, Rindra Tri Wahyu Yovita Junijanto, Helena