scholarly journals Pengaruh Popularitas Brand Ambassador NCT 127 terhadap Minat Beli Produk Nu Green Tea oleh Konsumen

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 261
Author(s):  
Marsella Aprilia Immaculata ◽  
Lusia Savitri Setyo Utami
Keyword(s):  
Green Tea ◽  
Purchase Intention ◽  
Research Method ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Marketing Communication ◽  
Consumer Purchase Intention ◽  
Likelihood Model ◽  
Brand Ambassadors ◽  
The Impact

The most popular bottle packaged beverage product in Indonesia is tea. PT ABC President Indonesia produced Nu Green Tea from 2012-present. The marketing technique they used in 2020 is brand ambassador by partnering with an idol group from South Korea called NCT 127. K-Pop idol group NCT 127 is increasingly accepted in Indonesia with their increasing level of achievement and popularity. The popularity and achievements of NCT 127 have attracted Nu Green Tea's attention to make them their brand ambassadors. This research aims to determine the impact of brand ambassador NCT 127 popularity on consumer purchase intention towards Nu Green Tea. The intended consumers in this research are Instagram followers of (@ nugreentea.id). The author used elaboration likelihood model (ELM) as a theoretical reference as well as marketing communication, brand, brand ambassador, and purchase interest as research concepts. The research method is an explanative survey of 100 respondents as a sample with a questionnaire as the author's instrument. Based on the research results, there is a significant effect of the variable NCT 127 Brand Ambassador Popularity (X) towards Consumer Purchase Intention of Nu Green Tea Products (Y). The popularity of NCT 127 brand ambassadors has an influence on consumer interest in buying Nu Green Tea products by 28.2%.Produk minuman kemasan botol yang paling banyak diminati oleh penduduk Indonesia adalah teh. PT ABC President Indonesia memproduksi Nu Green Tea dari tahun 2012-sekarang. Teknik pemasaran yang mereka gunakan di tahun 2020 ini adalah brand ambassador dengan menggandeng idol group dari Korea Selatan bernama NCT 127. Grup idola K-Pop NCT 127 semakin diterima di Indonesia dengan tingkat prestasi dan popularitasnya yang saat ini semakin naik. Popularitas dan prestasi yang dimiliki NCT 127 menarik perhatian Nu Green Tea untuk menjadikan mereka sebagai brand ambassador. Penelitian bertujuan untuk mengetahui pengaruh antara popularitas brand ambassador NCT 127 terhadap minat beli produk Nu Green Tea oleh konsumen. Konsumen yang dituju oleh penulis dalam penelitian ini adalah pengikut Instagram dari (@nugreentea.id). Penulis menggunakan elaboration likelihood model (ELM) sebagai acuan teori serta marketing communication, brand, brand ambassador, dan minat beli sebagai konsep penelitian. Metode penelitian berupa eksplanatif survei terhadap 100 responden sebagai sampel dengan kuesioner sebagai instrumen penulis. Berdasarkan hasil penelitian, terdapat pengaruh yang signifikan dari variabel Popularitas Brand Ambassador NCT 127 (X) terhadap variabel Minat Beli Produk Nu Green Tea oleh Konsumen (Y). Popularitas brand ambassador NCT 127 memiliki pengaruh terhadap minat beli produk Nu Green Tea oleh konsumen sebesar 28,2%.

The Impact of Social Network Marketing on University Students' Purchase Intention and How It Is Affected of Consumer Engagement

2020 ◽  
Vol 6 (2) ◽  
pp. 87-91
Author(s):  
Hartiwi Prabowo ◽  
Rini Kurnia Sari ◽  
Stephanie Bangapadang
Keyword(s):  
Social Network ◽  
Data Collection ◽  
University Students ◽  
Purchase Intention ◽  
Research Method ◽  
Quantitative Research ◽  
Consumer Engagement ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

The research conducted is to know the impact of social network marketing on consumer purchase intention and consumers who become research are active students at private universities in Jakarta, and how social network marketing also affect consumer engagement (as moderate variable). The research method used in this research is quantitative research method. A method of data collection used in this research is a questionnaire distributed to 119 university students. The results of this study showed that social network marketing has a strong and significant impact oncustomer engagement, customer engagementhas a strong and significant impact on consumer purchase intention, social network marketing has a strong and significant impact consumer purchase intention, and also there is a significant impact from social network marketing on consumer purchase intention through consumer engagement.

scholarly journals Exploring Passengers’ Travel Behaviors Based on Elaboration Likelihood Model under the Impact of Intelligent Bus Information

2019 ◽  
Vol 2019 ◽  
pp. 1-12 ◽  
Author(s):  
Fan Wu ◽  
Xiaowei Hu ◽  
Shi An ◽  
Duo Zhang
Keyword(s):  
Travel Time ◽  
Significant Influence ◽  
Choice Behavior ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Time Of Arrival ◽  
Road Congestion ◽  
Likelihood Model ◽  
Types Of Information ◽  
The Impact

The ubiquitous intelligent transportation infrastructure in metropolitan cities has enabled bus passengers to access comprehensive (even real-time) bus information. However, the impact of different types of information on passenger behavior is still insufficiently understood. Combining with the theory of information processing path, this study partially fills this gap by adopting an elaboration likelihood model (ELM) suitable for explaining how the various types of intelligent bus information influence passengers’ choice behavior. Six types of intelligent bus information (information of bus lines, estimated travel time, estimated time of arrival, congestion inside bus, road congestion, and bus fare) are used as six independent variables, and passengers’ departure time, travel routes, and travel modes as dependent variables. Valid questionnaire assessments were collected from 285 participants at 4 bus stops equipped with intelligent bus system in Harbin, providing quantitative data to verify each hypothesis. The results show that six types of intelligent bus information to different degrees (significant influence, slight influence, and no significant influence) affect three types of passengers’ choice behaviors; the information of estimated travel time and that of road congestion are both significantly effective in all three types of choice behavior while bus fare has no significant influence. Meanwhile, other types of information have a significant or slight effect on certain behavior. The results of this study can be used to design more reasonable intelligent bus information provision strategies to meet passengers’ requirements.

scholarly journals Pengaruh Daya Tarik Iklan Shopee di Televisi terhadap Minat Beli Berdasarkan Elaboration Likelihood Model di Lingkungan Mahasiswa Ilmu Komunikasi UMN Angkatan 2016

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 194
Author(s):  
David Ricardo ◽  
Yugih Setyanto ◽  
Anto Sudarto
Keyword(s):  
Correlation Coefficient ◽  
Significant Influence ◽  
Research Method ◽  
Statistical Approach ◽  
Elaboration Likelihood Model ◽  
T Test ◽  
Elaboration Likelihood ◽  
Likelihood Model ◽  
Celebrity Endorser ◽  
Ad Creativity

The purpose of this study was to determine the effect of the attractiveness of Shopee Advertising on television on buying interest based on ELM in the Communication Sciences UMN Class of 2016. The research method used was quantitative, namely by using a statistical approach, a sample of 190 people. From the results of calculations using SPSS, it is known that the correlation coefficient (r) of 0.803 means that the influence between Ad Creativity, Attractiveness of Celebrity Endorser and Credibility of Celebrity Endorser on Buying Interest is very strong. The results showed 1) There was a significant influence between Advertising Creativity on Purchase Interest, this was evidenced by the results of the significance value in the T test of 0.00 <0.05; 2) There is no significant influence between the attractiveness of Celebrity Endorser on buying interest, this is evidenced by the results of the significance value in the T test of 0.123> 0.05; 3) There is a significant influence between the credibility of Celebrity Endorser on Purchase Interest, this is evidenced by the results of the significance value in the T test of 0.00 <0.05; 4) There is a significant influence of Advertising Creativity, Attractiveness of Celebrity Endorser and Credibility of Celebrity Endorser together on buying interest, this is evidenced by the significant value on the F test of 0.00 <0.05. Tujuan penelitian untuk mengetahui  Pengaruh Daya Tarik Iklan Shopee Di Televisi Terhadap Minat Beli Berdasarkan ELM Di Lingkungan Mahasiswa Ilmu Komunikasi UMN Angkatan 2016. Metode penelitian yang digunakan kuantitatif, yaitu dengan menggunakan pendekatan statistik, sampel yang digunakan sebanyak 190 orang. Dari  hasil  perhitungan  dengan  menggunakan  SPSS, diketahui nilai koefisien korelasi (r) sebesar 0,803 artinya pengaruh antara Kreativitas Iklan, Daya tarik dan Kredibilitas terhadap Minat Beli adalah sangat kuat.  Hasil penelitian menunjukkan 1) Terdapat pengaruh yang signifikan antara Kreativitas Iklan terhadap Minat Beli, hal ini dibuktikan dengan hasil nilai signifikansi pada uji T sebesar  0,00  < 0,05; 2) Tidak terdapat pengaruh yang signifikan antara Daya tarik Celebrity Endorser terhadap Minat beli, hal ini dibuktikan dengan hasil nilai signifikansi  pada uji T sebesar  0,123 > 0,05;  3) Terdapat pengaruh yang signifikan antara Kredibilitas Celebrity Endorser terhadap  Minat Beli, hal ini dibuktikan dengan hasil nilai signifikansi pada uji T sebesar  0,00  < 0,05; 4) Terdapat pengaruh yang signifikan Kreativitas Iklan, Daya tarik dan Kredibilitas secara bersama-sama terhadap Minat beli, hal ini dibuktikan dengan nilai signifikan pada uji F sebesar 0,00 < 0,05.

scholarly journals Applying expanded Elaboration Likelihood Model to explain the effect of consumergenerated content on consumers

2017 ◽  
Vol 1 (Q3) ◽  
pp. 34-43
Author(s):  
Khoi Huu Nguyen ◽  
An Nhu Do
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Elaboration Likelihood Model ◽  
Equation Model ◽  
Perceived Usefulness ◽  
Elaboration Likelihood ◽  
Empirically Supported ◽  
Proposed Model ◽  
Likelihood Model ◽  
Influence Process

This study aims at explaining the influence process of YouTube’s consumer-generated content on consumers’ cognition, attitude and purchase intention. The proposed model is based on Elaboration Likelihood Model with extensive variables including perceived usefulness, attitude, information adoption and purchase intention. To test the validity of proposed model and research hypotheses, Structural Equation Model is applied on a sample of 208 individuals who are interested in smartphone. The results show that the measurements are reliable and valid and research model can be used for explaining the effect of consumer-generated content on consumers. Besides, all hypotheses are empirically supported. This study, therefore, has contributions on both academic and practical aspects.

Reactions to information about genetic engineering: impact of source characteristics, perceived personal relevance, and persuasiveness

1999 ◽  
Vol 8 (1) ◽  
pp. 35-50 ◽  
Author(s):  
Lynn J. Frewer ◽  
Chaya Howard ◽  
Duncan Hedderley ◽  
Richard Shepherd
Keyword(s):  
Genetic Engineering ◽  
Elaboration Likelihood Model ◽  
Personal Relevance ◽  
Elaboration Likelihood ◽  
The Public ◽  
Source Effects ◽  
Source Characteristics ◽  
Risks And Benefits ◽  
Likelihood Model ◽  
The Impact

There is a need to develop effective communication strategies with the public about the risks and benefits of applied genetic engineering. The Elaboration Likelihood Model was used to systematically investigate the impact of source factors (trust) and the perceived personal relevance of information, including the persuasiveness of the information, on attitudes towards genetic engineering, and whether these factors resulted in more thoughts about genetic engineering. The results from 160 respondents indicated an interaction between source effects and persuasiveness. People tended to respond more to information low in persuasiveness if it was attributed to a highly trusted source, and more to information high in persuasiveness if it were from a source low in public trust. In this context, respondents tended to express concern about the technology. It was concluded that source characteristics are important determinants of public responses to information about genetic engineering.

scholarly journals PENGARUH DIMENSI ELECTRONIC WORD OF MOUTH PADA APLIKASI MOBILE ZOMATO TERHADAP MINAT PEMBELIAN DI WILAYAH JABODETABEK DENGAN PENDEKATAN ELABORATION LIKELIHOOD MODEL

2016 ◽  
Vol 2 (2) ◽  
Author(s):  
Wayan Weda Asmara Dewi ◽  
Dian Tamitiadini ◽  
Bimo Gondokusumo
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Value Added ◽  
Online Reviews ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Electronic Word Of Mouth ◽  
Information Quantity ◽  
Information Relevance ◽  
Likelihood Model

<p>ABSTRACT<br />Electronic Word Of Mouth (EWOM) is a new form of WOM since the distribution of product information or service via internet. This study focuses on online reviews about an eatery named Zomato. This study is aimed to investigate the effect of EWOM, in this case is online reviews on Zomato to the purchase intention in JABODETABEK area. Literature review of Elaboration Likelihood Model will be used in this study. In this study, both routes of Elaboration Likelihood Model are used to analyze Electronic Word Of Mouth dimension that is divided into central route and peripheral route. The independent variables on central route are information timeliness (X1), information relevance (X2), information accuracy (X3), and value added information (X4). The variables in peripheral route are information quantity (X5) and product ranking (X6). Dependent variable is the purchase intention (Y). The research method is explanative quantitative by using data collection technique via online questionnaire and use linear regression data collection technique. The most dominant and affecting variables in Electronic Word Of Mouth dimension to the purchase intention in jabodetabek area are product ranking (X6), information relevance (X2), value added information (X4), information quantity (X5), and information accuracy (X3), while information timeliness (X1) has no significant effect. Nevertheless, based on the hypothesis test, it is simultaneously that all Electronic Word Of Mouth dimension on independent variables affect to the purchase intention in Zomato in jabodetabek area.<br />Keywords: elaboration likelihood model, electronic word of mouth, online reviews, Zomato, purchase intention.<br />ABSTRAK<br />Electronic Word Of Mouth (EWOM) merupakan bentuk baru dari WOM karena penyebaran informasi produk atau jasa melalui interrnet. Penelitian ini bertujuan untuk melihat pengaruh dari EWOM dalam hal ini online reviews yang terdapat pada Zomato terhadap minat pembelian di Wilayah jabodetabek. Kajian teori Elaboration Likelihood Model yang akan digunakan dalam penelitian ini. Pada penelitian ini kedua rute Elaboration Likelihood Model digunakan untuk menganalis Electronic Word Of Mouth. Variabel terdiri dari dimensi Electronic Word Of Mouth dibagi kedalam rute sentral dan rute perferal. Variabel independen pada rute sentral terdiri dari information timeliness (X1), information relevance (X2), information accuracy (X3), dan value added information (X4). Sedangkan variabel pada rute periferal information quantity (X5) dan product ranking (X6). Variabel dependen adalah minat pembelian (Y). Jenis penelitian yang digunakan adalah eksplanatif kuantitatif dengan teknik pengumpulan data melalui kuesioner online dan menggunakan teknik analisis data regresi linier berganda. Dimensi Electronic Word Of Mouth yang paling dominan dan berpengaruh pada Zomato terhadap minat pembelian di Wilayah JABODETABEK adalah product ranking (X6), information relevance (X2), value added information (X4), information quantity (X5), dan information accuracy (X3) sedangkan information timeliness (X1) tidak memiliki pengaruh yang signifikan. dan pada variabel indepeden memiliki pengaruh pada Zomato terhadap minat pembelian di Wilayah jabodetabek.<br />Kata Kunci: elaboration likelihood model, electronic word of mouth, , online reviews, zomato, minat pembeli.</p>

Consumers’ Trust in Persuasion: Objective Versus Biased Elaboration Likelihood in China’s E-Commerce Advertising

2021 ◽  
pp. 107769902110453
Author(s):  
Fengyi Deng ◽  
Heshui Huang ◽  
Hong Cheng
Keyword(s):  
Purchase Intention ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Initial Trust ◽  
Argument Quality ◽  
Likelihood Model ◽  
Central Route

Based on the elaboration likelihood model (ELM), this study examined the role of consumers’ initial trust in the persuasion process in e-commerce advertising in China. The results of two experiments revealed two significant moderators of the central route for processing of information: the disposition to trust (negative moderator) and institution-based trust (IBT; positive moderator). Specifically, low disposition to trust strengthened the influence of argument quality on consumers’ product attitude and purchase intention. The same effect occurred under conditions of high IBT. However, when it came to the peripheral route, the effects of disposition to trust and IBT were not significant.

Sign in / Sign up

Export Citation Format

Share Document