Article Per Year (5 Year)
p-Index From 2020 - 2025
0.61
P-Index
This Author published in this journals
All Journal Jurnal Office PINISI Discretion Review
Sheila Kurnia Putri
Business Administration Program, International Women University, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
Analyzing the Effectiveness of Emotional Appeals in Advertising: A Comparative Study of Different Age Groups Asep Zulkifli Achmad; Handi Dipo Santosa; Sheila Kurnia Putri
Jurnal Office Volume 7, Number 2, July-December 2021
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jo.v7i2.45364

Abstract

Emotional appeals have been widely used in advertising to influence consumer behavior. However, the effectiveness of emotional appeals can vary depending on the age group of the target audience. Understanding how emotional appeals work among different age groups is essential for marketers to design more effective advertising strategies. The objective of this study is to analyze the effectiveness of emotional appeals in advertising among different age groups in Indonesia. This study employed a comparative research design, using a sample of 400 respondents from three age groups (young adults, middle-aged adults, and elderly adults). A survey questionnaire was used to collect data on respondents' emotional responses to different types of emotional appeals used in advertising. The results of this study showed that emotional appeals are more effective among young adults compared to middle-aged and elderly adults. Moreover, the study found that different types of emotional appeals (e.g., fear, humor, and nostalgia) have varying degrees of effectiveness among different age groups.
Transforming Organizational Culture: A Roadmap for Successful Change Management Sheila Kurnia Putri
PINISI Discretion Review Volume 6, Issue 2, March 2023
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v6i2.45360

Abstract

Organizational culture is a critical factor that shapes the behavior and performance of employees and influences the overall success of the organization. However, changing the organizational culture can be challenging and requires a strategic and systematic approach to ensure its success. Therefore, this study aims to investigate the roadmap for successful change management in transforming organizational culture. The objective of this study is to explore the roadmap for successful change management in transforming organizational culture and provide practical guidance for organizations that are seeking to transform their culture.This study employs a qualitative research approach, and data were collected through semi-structured interviews with organizational development experts and change management practitioners. The data were analyzed using thematic analysis to identify common themes and patterns. The findings of this study reveal that a successful roadmap for transforming organizational culture involves several stages, including assessing the current culture, developing a vision for the desired culture, engaging stakeholders, communicating the vision, and implementing the change. Additionally, the study identified several critical success factors for change management, including leadership commitment, employee engagement, communication, and training.
Brand Extension Strategies and Their Effect on Brand Equity: A Cross-Industry Analysis Dewi Indriani Jusuf; Erna Pujihartanti; Sheila Kurnia Putri
PINISI Discretion Review Volume 6, Issue 2, March 2023
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v6i2.45361

Abstract

Brand extension is a popular strategy used by companies to leverage their brand equity and introduce new products or services. However, not all brand extensions are successful in enhancing brand equity. The current research investigates the brand extension strategies used by companies in Indonesia and their effect on brand equity. The objective of this research is to explore the different brand extension strategies employed by companies across various industries in Indonesia and to understand their impact on brand equity. The study aims to identify the key success factors for brand extensions and the challenges faced by companies in implementing them. This qualitative research is based on semi-structured interviews with marketing managers from different industries in Indonesia. A total of 20 marketing managers were interviewed to gather their perspectives on brand extension strategies and their impact on brand equity. The data collected from the interviews were analyzed using thematic analysis to identify common themes and patterns. The findings of this study suggest that companies in Indonesia use different types of brand extension strategies, including line extension, category extension, and brand stretching. The study also found that successful brand extensions are those that leverage the existing brand equity, have a clear fit with the brand identity, and meet the needs of the target market. On the other hand, unsuccessful brand extensions are those that have a weak fit with the brand identity, lack consumer acceptance, or dilute the existing brand equity..
Co-Authors Asep Zulkifli Achmad Dewi Indriani Jusuf Erna Pujihartanti Handi Dipo Santosa