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All Journal International Journal of Economy, Education and Entrepreneurship (IJE3) Jurnal Bisnis, Manajemen, dan Keuangan
Firdausa, Faza Ruziqyani
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Economics, Econometrics & Finance Education Social Sciences Other

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Persepsi Tentang Daya Tarik Iklan dan Pengaruhnya Pada Brand Exposure Produk Mie Instan Ikbar, Harits; Firdausa, Faza Ruziqyani; Syamilah, Fidelia; Abillah, Muhammad Vicky; Cindy, Vira Deyana
Jurnal Bisnis, Manajemen, dan Keuangan Vol. 4 No. 2 (2023): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi dan Bisnis Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/jbmk.0402.05

Abstract

This study aims to examine consumer perceptions of the attractiveness of Instant Noodle advertisements and their effect on brand exposure. The method used was quantitative by distributing questionnaires to 136 respondents who had experience buying and consuming Instant Noodles. Data taken using Partial Least Square analysis. The results showed that consumer perception of advertising attractiveness has a significant positive influence on brand exposure. The managerial implication of this study is that companies should consider the attractiveness of advertising in their marketing strategy, and also pay attention to other factors that can affect brand exposure. Keyword: Advertising, Brand Exposure, Instant Noodles
THE ROLE OF SHORT VIDEO MARKETING, ELECTRONIC WORD OF MOUTH, AND PERCEIVED RISK IN BUILDING CONSUMER TRUST AND PURCHASE INTENTION IN ONLINE TRAVEL AGENTS Firdausa, Faza Ruziqyani; Suhud, Usep; Berutu, Meta Bara
International Journal of Economy, Education and Entrepreneurship (IJE3) Vol. 5 No. 2 (2025): International Journal of Economy, Education and Entrepreneurship
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije3.v5i2.384

Abstract

This study aims to examine and analyze the role of short video marketing, electronic word of mouth, and perceived risk in building consumer trust and purchase intention in online travel agents. This study involved 252 respondents who had seen Tiket.com service promotions on social media and were domiciled in Jakarta. The analytical methods used were validity and reliability testing using SPSS software, model feasibility testing, and hypothesis testing using AMOS 29 software. The analysis technique used was Structural Equation Modeling. These findings indicate that short video marketing and eWOM increase consumer trust, but only eWOM significantly drives purchase intention. Short video marketing does not directly influence purchases, while perceived risk does not reduce consumer trust but instead drives purchase intention because consumers are more cautious. Consumer trust itself is not significant for purchase intention, so other factors such as price and promotions remain important in purchasing decisions.
Co-Authors Abillah, Muhammad Vicky Berutu, Meta Bara Cindy, Vira Deyana Ikbar, Harits Syamilah, Fidelia Usep Suhud