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All Journal Journal of Research on Business and Tourism Prosiding Konferensi Nasional PKM-CSR
Stephanny Lianardo
Unknown Affiliation
Humanities Control & Systems Engineering Economics, Econometrics & Finance Education Environmental Science Nursing Public Health Social Sciences

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Journal : Journal of Research on Business and Tourism

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Efek Terpaan Video Iklan TV pada Citra Merek Platform E-commerce Dessy Chatarina; Stephanny Lianardo
Journal of Research on Business and Tourism Vol. 1 No. 1 (2021): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (546.244 KB) | DOI: 10.37535/104001120214

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis besarnya pengaruh terpaan iklan terhadap citra merek Shopee melalui iklan Shopee 9.9 Super Shopping Day Cristiano Ronaldo. Penelitian menggunakan metode deskriptif kuantitatif melalui penyebaran kuesioner kepada 100 orang responden yang pernah menonton iklan Shopee 9.9 Super Shopping Day Cristiano Ronaldo. Hasil penelitian menunjukkan bahwa terpaan iklan lebih berpengaruh positif terhadap citra merek Shopee melalui iklan Shopee Super Shopping Day 9.9 Cristiano Ronaldo kepada konsumen pria yang menunjukkan bahwa Shopee telah berhasil lepas dari citra platform yang identik dengan perempuan. PT. Shopee Internasional Indonesia perlu mempertahankan dan mengembangkan periklanan mereka untuk membentuk ketertarikan konsumen yang akan berdampak pada citra merek Shopee.
Omnichannel Marketing on Integrated Retail Store in Indonesia Stephanny Lianardo
Journal of Research on Business and Tourism Vol. 1 No. 2 (2021): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (352.291 KB) | DOI: 10.37535/104001220215

Abstract

Omnichannel marketing should focus on creating an immersive environment in order to create a seamless experience for the customers. In this research, we are looking into the omnichannel marketing applied by PT. Erafone DotCom to integrate their fairly new online platform with their existing physical store and the public perspective toward it. We find out that despite the public being familiar with their physical store, the public is still largely unaware and unfamiliar with the existence of eraspace.com as the online platform of Erafone thus rendering the omnichannel marketing to be less effective. We also look into the public perspective of the idea of omnichannel marketing that has been applied by PT. Erafone DotCom and analyze how to improve the public awareness about eraspace.com and what strategy to improve the omnichannel marketing that has been applied in order to create an immersive environment for the customers to have seamless experience in shopping with Erafone and/or eraspace.com.
Co-Authors Dessy Chatarina Dewi Rachmawati Riska Afrianti