Asep Zulkifli Achmad
Business Administration Program, International Women University, Indonesia

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Analyzing the Effectiveness of Emotional Appeals in Advertising: A Comparative Study of Different Age Groups Asep Zulkifli Achmad; Handi Dipo Santosa; Sheila Kurnia Putri
Jurnal Office Volume 7, Number 2, July-December 2021
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jo.v7i2.45364

Abstract

Emotional appeals have been widely used in advertising to influence consumer behavior. However, the effectiveness of emotional appeals can vary depending on the age group of the target audience. Understanding how emotional appeals work among different age groups is essential for marketers to design more effective advertising strategies. The objective of this study is to analyze the effectiveness of emotional appeals in advertising among different age groups in Indonesia. This study employed a comparative research design, using a sample of 400 respondents from three age groups (young adults, middle-aged adults, and elderly adults). A survey questionnaire was used to collect data on respondents' emotional responses to different types of emotional appeals used in advertising. The results of this study showed that emotional appeals are more effective among young adults compared to middle-aged and elderly adults. Moreover, the study found that different types of emotional appeals (e.g., fear, humor, and nostalgia) have varying degrees of effectiveness among different age groups.
Enhancing Community Participation in Public Services through Participatory Innovation Dadan Saputra; Rizka Aulia Assaf; Asep Zulkifli Achmad
Jurnal Ilmiah Ilmu Administrasi Publik Vol 12, No 2 (2022)
Publisher : Program Pascasarjana Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jiap.v13i1.45357

Abstract

The Indonesian government has recognized the importance of community participation in the provision of public services. However, community participation in the public sector is often limited due to various factors, such as lack of access to information, limited resources, and low levels of trust in government institutions. To address these challenges, participatory innovation has been identified as a potential solution to enhance community participation in public services. This study aims to explore the role of participatory innovation in enhancing community participation in public services in Indonesia. Specifically, this study seeks to identify the factors that facilitate or hinder the implementation of participatory innovation and to provide insights for public sector organizations to implement participatory innovation effectively. This study adopts a qualitative research approach. Semi-structured interviews were conducted with public sector officials and members of the community who have experience with participatory innovation in the public sector. The data collected from the interviews were analyzed using thematic analysis. Results: The findings of this study suggest that participatory innovation can enhance community participation in public services in Indonesia. The implementation of participatory innovation has resulted in several positive outcomes, such as increased trust in government institutions, improved access to information, and increased community involvement in decision-making processes. However, the implementation of participatory innovation also faces several challenges, such as a lack of resources, limited capacity of public sector officials, and bureaucratic culture.