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All Journal Journal of Content and Engagement
Felicia Goenawan
Communication Sciences Department, Petra Christian University
Social Sciences

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Visitors Attitude on Servicescape Excelso Societe Surabaya Rr. Aulia Zerlina Maheswari; Inri Inggrit Indrayani; Felicia Goenawan
Journal of Content and Engagement Vol 2 Issue 1 (2024): April 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.1.82-102

Abstract

This research was conducted with the aim of identifying visitors' attitudes towards ExcelsoSociete's servicescape. Marketing public relations creates a memorable experience forvisitors, so Excelso Societe has a strategy to communicate value and become a differentiatorfrom competitors which creates a response in the form of a positive attitude. Brand identity isimportant to achieve company value in introducing products/services. One way to meetconsumer needs is to improve the customer experience through the physical environment.The physical environment or servicescape is an important factor for companies in meetingconsumer needs by providing customer experience.Servicescape becomes a strong communication channel between the brand and the public.Good communication with visitors helps Excelso Societe understand the wants and needs ofvisitors. Public relations is very important in the process of achieving Excelso Societe's goalof building a positive image to visitors. The company's image can be built based on visitors'experiences and perceptions. Consumer attitudes towards a positive image will strengthen thebrand's position in gaining the trust of visitors.The type of research used is descriptive quantitative and uses a survey method. Theresults showed that the spatial layout & functionality dimension obtained the highest score oncognitive attitudes and affective attitudes, while the signs, symbols, and artifacts dimensionobtained the highest score on conative attitudes.
The Effectiveness of Kopiko Sugar Free Advertisement in Korean Drama My Demon in East Java Society Tania Devina; Astri Yogatama; Felicia Goenawan
Journal of Content and Engagement Vol 2 Issue 2 (2024): August 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.2.147-165

Abstract

In December 2023, Kopiko appeared with a new variant, namely sugar free and did product placement in the drama My Demon. The purpose of this study is to determine the effectiveness of Kopiko Sugar Free product placement advertising in Korean drama My Demon on East Java. In this study, the effectiveness will be measured by customer response index, which uses the indicator stages of awareness, comprehend, interest, intention and action. This research approach is quantitative descriptive. The technique used is non-probability sampling and purposive sampling with a sample size of 100 respondents. The result of this research is that the Kopiko Sugar free product placement advertisement is in the effective stage as evidenced by the final result of the CRI multiplication of 58%. This is due to the utilization of the three dimensions of product placement done simultaneously, namely visual, audio and plot connection dimention
Co-Authors Astri Yogatama Inri Inggrit Indrayani Rr. Aulia Zerlina Maheswari Tania Devina