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All Journal Jurnal Wacana Ekonomi AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Journal of Artificial Intelligence and Digital Business
Ihsan, Mochamad Chairul
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Effectiveness of Kopiko Candy Product Placement Strategy in Korean Drama Doctor Slump: The Role of Product Involvement, Placement Prominence and Celebrity Endorsement Syarifudin, Sailina Karimah; Rafiah, Kurnia Khafidhatur Rafiah Khafidhatur; Ihsan, Mochamad Chairul
Jurnal Wacana Ekonomi Vol 23 No 3 (2024): Jurnal Wacana Ekonomi
Publisher : Fakultas Ekonomi Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/jwe.v23i3.41544

Abstract

The product placement strategy is increasingly favored in global marketing, especially through Korean drama streaming services, which are typically produced in series format. Kopiko candy leverages the popularity of Korean dramas by employing product placement in the Korean drama Doctor Slump. This study aims to examine the influence of product involvement, placement prominence, and celebrity endorsement on brand memory and brand attitude. The research involved 157 respondents who are fans of Korean dramas residing in Indonesia, aged 18 and above, who have watched the Doctor Slump series from episodes 1-16 and are aware of the presence of Kopiko candy in the scenes of the drama. The results of this study indicate a positive and significant relationship between the variables of product involvement, placement prominence, and celebrity endorsement on brand memory. Additionally, product involvement and celebrity endorsement also have a positive and significant effect on brand attitude.
Analisis Peran Interactivity, Informativeness dan Trendiness pada Akun Instagram Merek 'Somethinc' terhadap Customer Brand Engagement dan Brand Loyalty Putri, Shafira Maritza; Ihsan, Mochamad Chairul
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 5 No. 1 (2025): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v5i1.1104

Abstract

Social media such as Instagram is increasingly popular as a marketing platform, including in the cosmetics industry. Somethinc is one of the local cosmetic brands that utilize Instagram as a marketing platform with content that is interactive, informative, and taps into current trends. This quantitative research aims to determine the influence of the role of interactivity, informativeness, and trendiness of social media marketing activities that has been done by ‘Somethinc’ brand on customer brand engagement and brand loyalty. In addition, this study also explores the role of customer brand engagement as a mediator in the relationship between interactivity, informativeness, and trendiness to brand loyalty. Data was collected through online questionnaires distribution with a total 167 respondents. All respondents are active Instagram users who followed @somethincofficial Instagram account and have purchased ‘Somethinc’ brand products in the last 3 months. The data that has been collected is analyzed using SEM-PLS method. The results of this study shows that there is a positive relationship from the role of interactivity, informativeness, and trendiness to customer brand engagement. Furthermore, customer brand engagement also has a positive relationship with the formation of brand loyalty. It can also be seen that customer brand engagement mediates the positive relationship between interactivity, informativeness, and trendiness with brand loyalty.
Kategorisasi Komentar Live Streaming TikTok Menggunakan Support Vector Machine Maharani, Meythia; Ihsan, Mochamad Chairul
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6636

Abstract

Di era social commerce yang berkembang pesat, live streaming telah menjadi alat pemasaran yang krusial, khususnya dalam industri kecantikan. Penelitian ini bertujuan untuk menganalisis dan mengklasifikasikan karakteristik komentar audiens pada live streaming TikTok dari brand Make Over. Analisis difokuskan pada perbandingan dua konteks waktu yang berbeda, yaitu sesi Business as Usual (BAU) dan kampanye Payday, dengan menerapkan algoritma Support Vector Machine (SVM). Data penelitian dikumpulkan melalui teknik scraping untuk mendapatkan himpunan komentar dari kedua sesi live streaming tersebut. Tahapan metode penelitian diawali dengan prapemrosesan teks yang komprehensif untuk membersihkan noise pada data. Selanjutnya, proses pelabelan kategori komentar dilakukan secara otomatis memanfaatkan teknologi Large Language Model (LLM) GPT-4o mini untuk meningkatkan efisiensi. Fitur diekstraksi menggunakan metode pembobotan Term Frequency-Inverse Document Frequency (TF-IDF). Untuk mengatasi masalah ketidakseimbangan kelas pada dataset, penelitian ini mengimplementasikan teknik Synthetic Minority Over-sampling Technique (SMOTE) sebelum melatih model SVM. Hasil pengujian model menunjukkan adanya perbedaan karakteristik interaksi yang signifikan antara kedua sesi. Sesi Payday menghasilkan volume komentar yang jauh lebih tinggi dan didominasi oleh niat transaksional, seperti pertanyaan seputar diskon dan voucher, mencapai akurasi klasifikasi sebesar 92,62%. Sebaliknya, sesi BAU lebih didominasi oleh komentar bersifat konsultatif terkait kecocokan produk dengan akurasi model 84,54%. Meski demikian, kategori Information Seeking tetap menjadi yang paling dominan di kedua sesi. Temuan strategis ini memberikan implikasi manajerial bagi brand, menyarankan perlunya strategi pengelolaan live streaming yang lebih adaptif berdasarkan konteks waktu promosi serta perilaku spesifik audiens.
Co-Authors Maharani, Meythia Putri, Shafira Maritza Rafiah, Kurnia Khafidhatur Rafiah Khafidhatur Syarifudin, Sailina Karimah