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Cokki , Cokki
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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FROM SCREENS TO MINDS: BRAND RECALL’S EFFECT ON VIRTUAL INFLUENCER INSTAGRAM CONTENT Putri, Angely Olivia; Cokki , Cokki
International Journal of Application on Economics and Business Vol. 2 No. 4 (2024): November 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i4.776-786

Abstract

This study aims to examine the effect of product placement on virtual influencer Instagram content towards brand recall of Gucci and Nike. Convenience sampling technique is used to take samples and a total of 308 Tarumanagara University students from 8 faculties were participated as an experiment subjects. The experiment design used in this study is pre-test and post-test without control group. The treatment in this study is virtual influencer Instagram content which concieves product placement. Data collection was carried out in the form of a field experiment, using questionnaires administered directly in the field, and processed using SPSS. The results of hypothesis testing proved significant where product placement on virtual influencers had a positive effect on Gucci brand recall. However, for Nike, the hypothesis did not yield significance. Based on this result, it can be concluded that product placement on virtual influencers does not increase but reinforce Nike brand recall. This study provides theoretical insights that the practice of product placement in virtual influencer Instagram content is successful, which can be practically applied by business owners to integrate product placement and virtual influencers into promotional activities.
THE INFLUENCE OF PRODUCT PLACEMENT BY VIRTUAL INFLUENCERS ON INSTAGRAM ON AUDIENCE ATTITUDE Tiffany, Fransisca; Cokki , Cokki
International Journal of Application on Economics and Business Vol. 2 No. 4 (2024): November 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i4.929-942

Abstract

This study aims to examine the influence of product placement on the Instagram account of a virtual influencer (@allysagladys) on audience attitudes. The research sample consists of 308 students from Tarumanagara University in West Jakarta. The method employed for data collection in this study is convenience sampling, where questionnaires were distributed directly to the respondents. The results indicate that product placement on the virtual influencer's account can influence the formation of audience attitudes. Furthermore, the study suggests that companies should enhance their social media promotion through collaborations with influencers to shape and maintain audience attitudes toward their products.
FACTORS INFLUENCING CUSTOMER LOYALTY TOWARD MIXUE ICE CREAM AND TEA SHOP IN JAKARTA Putra, Jacky Sona; Cokki , Cokki
International Journal of Application on Economics and Business Vol. 1 No. 3 (2023): Agustus 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i3.1669-1680

Abstract

This study aims to examine the factor influencing customer loyalty directly or indirectly toward customer loyalty through customer satisfaction as a mediating variable. This study's sample size was 200 Mixue ice cream and tea shop customers in Jakarta. The data collection method used in this study is convenience sampling by distributing online questionnaires. The result of this study shows that customer loyalty in Mixue ice cream and tea shops is influenced by product quality, digital marketing, and brand awareness. In addition, the result of this study suggests that companies should focus on the quality of their product and implement digital marketing to increase their loyal customer in line with the digitalization that is happening.
THE IDENTIFICATION OF PURCHASE INTENTION AMONG IPHONE CUSTOMERS IN DEPOK VIEWED FROM EWOM, BRAND IMAGE, BRAND TRUST, PERCEIVED VALUE, AND BRAND PREFERENCE Ruslim, Tommy Setiawan; Nova, Nova; Herwindiati, Dyah Erny; Cokki , Cokki
International Journal of Application on Economics and Business Vol. 1 No. 4 (2023): November 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i4.2354-2367

Abstract

Communication has become a kind of activities performed by human beings everyday, either directly or indirectly. Handphone as one among the communication means, was then developed into smartphone. Due to many smartphones released every year, customers are then faced with so many choices. One among the global reputable smartphone brands is Apple. Therefore, Apple sellers must be able to attract the customers’ attention and increase their purchase intention toward iPhone products, so that these products can compete with others and survive in the market. This research aimed to test the effects of EWOM, brand image, brand trust, perceived value, and brand preference on purchase intention among iPhone customers in Depok, West Java, Indonesia. This descriptive research was conducted to depict the characteristics or functions of a population. By using questionnaire distributed online and among 355 respondents filling-out, there were only 349 respondents from which the data can be processed further by using the SmartPLS-SEM software. The result of this research supported that brand image, brand trust, perceived value, and brand preference have positive and significant effects on purchase intention among iPhone customers in Depok, while EWOM does not have significant effect on purchase intention.
MAYBELLINE PURCHASE INTENTION: THE INTERPLAY OF INFLUENCER MARKETING, BRAND IMAGE, AND ELECTRONIC WORD OF MOUTH Blegur, Petrisia; Cokki , Cokki
International Journal of Application on Economics and Business Vol. 1 No. 4 (2023): November 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i4.2559-2568

Abstract

This research aims to analyze the influence of influencer marketing and brand image on the purchase intention of Maybelline products in Jakarta, with electronic word of mouth as a mediating variable. The research sample consisted of 150 respondents who were selected using convenience sampling. Data was collected using a questionnaire and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) technique. The results of the study indicate that influencer marketing have a direct influence on purchase intention, but not an indirect one through electronic word of mouth. On the other hand, brand image has a direct positive influence on purchase intention, as well as an indirect influence through electronic word of mouth.
Co-Authors Blegur, Petrisia Dyah Erny Herwindiati Nova Nova Putra, Jacky Sona Putri, Angely Olivia Tiffany, Fransisca Tommy Setiawan Ruslim, Tommy Setiawan