Level of Local Community Brand Awareness of Samosir Tourism

This study aims to: (1) determine the level of local community brand awareness of the brand "Negeri Indah Kepingan Surga" in Samosir Regency, and (2) know the local community's perception of the branding "Negeri Indah Kepingan Surga" in Samosir Regency. Methods of data collection through questionnaires and interviews. Data analysis was carried out in descriptive quantitative with a Likert scale and qualitative. In order for qualitative research to be better, member checks and group discussion forums were then carried out. The sample in this study amounted to 96 people, while the informants amounted to 9 people. The results of this study are: (1) the level of brand awareness of the local community towards the brand "Negeri Indah Kepingan Surga" in Samosir Regency is at the brand recall level, and (2) There has not been any unified perception among the local community on the brand "Negeri Indah Kepingan Surga". in Samosir Regency. Some of the ways that must be done in order to achieve brand awareness of local community. The local community's perception of the tourism brand in Samosir Regency is still varied, although it has a positive tone.

Pengaruh Konten Instagram Ads @Luxebarbershop Terhadap Peningkatan Brand Awareness

Di era yang serba digital ini, berbagai media sosial memberikan kemudahan dan inovasi untuk bersaing di dunia bisnis demi tujuan positif yang akan dicapai serta sebagai cara baru dalam mendapatkan awareness. Salah satunya adalah Instagram ads, yang memberikan keunggulan untuk mendapatkan lebih banyak brand awareness. Salah satu bisnis barbershop yang menggunakan Instagram ads adalah Luxebarbershop. Penelitian ini bertujuan untuk mengetahui adakah pengaruh dan seberapa besar pengaruh Instagram ads terhadap peningkatan brand awareness Luxebarbershop, Sarinah, Jakarta. Dalam penelitian ini digunakan model kemungkinan elaborasi (Elaboration Likelihood Theory) dengan dua dimensi pengukuran variabel X (Instagram ads) yaitu context, communication, collaboration, connection. Terdapat juga empat dimensi pengukur variabel Y (brand awareness) yaitu unware of a brand, brand recognition, brand recall, top of mind. Penelitian ini menggunakan metode penelitian kuantitatif dengan sampel penelitian diambil melalui kuesioner online kepada 86 orang responden yang belum pernah mengunjungi Luxebarbershop dengan teknik non-probability sampling – purposive sampling. Penilitian ini menghasilkan pernyataan adanya pengaruh antara Instagram ads terhadap peningkatan brand awareness Luxebarbershop, Sarinah, Jakarta. Hasil analisis data juga menunjukkan bahwa Instagram ads memiliki hubungan sangat kuat dan positif dengan nilai koefisien korelasi sebesar 0,914 dan nilai kontribusi sebesar 83,35% terhadap peningkatan brand awareness Luxebarbershop, Sarinah, Jakarta.

The role of formal and informal institutional pressures in local gatekeepers' responses to international product recalls.

<p>Product recalls are omnipresent and unavoidable in the global marketplace. Despite the financial losses, brand equity damage, and the hazard to consumer health they impose there is little multidisciplinary international research on the phenomenon. A growing number of studies are investigating the impacts of product harm crises and the recalls and providing valuable implications, but little has been done to address the determinants of organisational behaviour and decision making during the product recall. The purpose of this thesis is to conduct an investigation into the role of local New Zealand gatekeepers and their interaction with international brands during an international product recall. I also investigate the institutional environment in which these firms operate in, and the influence it subjects to their product recall strategies and processes. Because of the lack of empirical research on international product recalls in the extant literature, a qualitative interpretative methodology based on semi-structured interviews is employed. Findings suggest that in the event of a potential product harm crisis leading to product recall in New Zealand, home country regulatory institutions take a collaborative approach with focal firms involved in the recall process. The gatekeeper orientation towards the customer, environmental institutional pressures (coercive and normative), and gatekeeper risk avoidance influence the gatekeeper to initiate preventative recalls. Furthermore, in face of a potential product harm crises, where the local gatekeeper is the dominant organisation, coercive institutional pressure to initiate a preventative recall is exerted towards the partnering international brand. In a severe international product harm crisis leading to product recall, normative institutional pressures encourage the local gatekeeper to initiate preventative product recalls and alongside the international brand, undertake proactive recall strategies. Whereas in ambiguous recall situations, mimetic institutional pressures encourage the local gatekeeper to initiate preventative product recalls and alongside the international brand undertake proactive recall strategies. I propose that in environments of weak formal institutions, informal institutional pressures play a greater role on gatekeeper and international brand recall strategies and processes. Traceability and supply chain knowledge are found to be vital in effective international product recalls.</p>

The role of formal and informal institutional pressures in local gatekeepers' responses to international product recalls.

<p>Product recalls are omnipresent and unavoidable in the global marketplace. Despite the financial losses, brand equity damage, and the hazard to consumer health they impose there is little multidisciplinary international research on the phenomenon. A growing number of studies are investigating the impacts of product harm crises and the recalls and providing valuable implications, but little has been done to address the determinants of organisational behaviour and decision making during the product recall. The purpose of this thesis is to conduct an investigation into the role of local New Zealand gatekeepers and their interaction with international brands during an international product recall. I also investigate the institutional environment in which these firms operate in, and the influence it subjects to their product recall strategies and processes. Because of the lack of empirical research on international product recalls in the extant literature, a qualitative interpretative methodology based on semi-structured interviews is employed. Findings suggest that in the event of a potential product harm crisis leading to product recall in New Zealand, home country regulatory institutions take a collaborative approach with focal firms involved in the recall process. The gatekeeper orientation towards the customer, environmental institutional pressures (coercive and normative), and gatekeeper risk avoidance influence the gatekeeper to initiate preventative recalls. Furthermore, in face of a potential product harm crises, where the local gatekeeper is the dominant organisation, coercive institutional pressure to initiate a preventative recall is exerted towards the partnering international brand. In a severe international product harm crisis leading to product recall, normative institutional pressures encourage the local gatekeeper to initiate preventative product recalls and alongside the international brand, undertake proactive recall strategies. Whereas in ambiguous recall situations, mimetic institutional pressures encourage the local gatekeeper to initiate preventative product recalls and alongside the international brand undertake proactive recall strategies. I propose that in environments of weak formal institutions, informal institutional pressures play a greater role on gatekeeper and international brand recall strategies and processes. Traceability and supply chain knowledge are found to be vital in effective international product recalls.</p>

PKM SEBAGAI BRAND RECALL UNTAR (STUDI KASUS WEBINAR SMA KRISTEN KETAPANG III BOGOR)

Community Service (PKM) is part of the duties of lecturers to provide solutions to problems that exist in the society. Lecturers need to bring students in this activity as part of supporting the Independent Learning Independent Campus (MBKM) activities so they can gain experience in applying their knowledge in society. Students activities in supporting PKM activities will add to their portfolios in preparing themselves to get a professional certificate from BNSP in the field of public relations as part of a diploma companion. PKM not only benefits the community but also benefits Tarumanagara University. The presence of Untar lecturers in PKM makes high school students aware of Untar lecturers who active role in the industry. This will make high school students know the competence of the lecturers at Untar. Therefore, it is important for lecturers to be active in PKM activities so that the Untar brand will continue to be remembered by the public so that Brand Recall will be achieved. Pengabdian Kepada Masyarakat (PKM)menjadi bagian dari tugas para dosen untuk memberikan solusi dari masalah yang ada masyarakat. Dosen perlu membawa mahasiswi/wa dalam kegiatan ini sebagai bagian dari mendukung kegiatan Merdeka Belajar Kampus Merdeka (MBKM) sehingga mahasiswi/wa bisa mendapatkan pengalaman dalam menerapkan ilmunya di masyarakat. Aktifitas mahasiswi/wa dalam mendukung kegiatan PKM akan menambah portofolio mereka dalam mempersiapkan diri untuk mendapatkan sertifikat profesi dari BNSP dalam bidang PR sebagai bagian dari pendamping ijasah. PKM tidak hanya memberikan manfaat bagi masyarakat tapi memberikan manfaat juga bagi Universitas Tarumanagara. Kehadiran para dosen Untar dalam PKM membuat murid SMA mengetahui para dosen Untar yang juga berperan aktif di Industri. Hal ini akan membuat murid SMA mengetahui kompetensi para dosen yang ada di Untar. Oleh karenanya, Penting sekali bagi Para dosen Untuk aktif dalam kegiatan PKM sehingga merek Untar akan terus diingat oleh masyarakat sehingga Brand Recall akan tercapai.

Augmented Reality: A New Learning Experience among Health Care Professionals

<p><strong>Background and Objective:</strong> Augmented Reality (AR) is an effective tool for learning as well as marketing with multilateral interactive communication. It allows brands to give their customers unique experiences with the convenience of tapping into their mobile devices. This study was conducted to assess the perceptions of healthcare professionals (HCPs) to learn through AR and its effectiveness in HCPs&rsquo; engagement and learning experience.</p> <p><strong>Methods:</strong> An interventional study was conducted with HCPs across various tertiary care hospitals in Pakistan from May 2020 till December 2020.<strong> </strong>An<strong> </strong>AR based activity was carried out with the HCPs where they used pictures of objects around them to create a message. These were geo-tagged to a question related to hypertension and participants answered each question. Mobile application &ndash; WallaMe was utilized for this activity. At the end of the activity, HCPs were requested to fill a feedback form based on their experience with the AR app. Data was entered and analyzed by using SPSS version 22.</p> <p><strong>Results:</strong> AR stimulated learning &nbsp;gives the participants an overall exciting (80%), captivating (81%), and fruitful learning experience (82%). AR for marketing campaign was more effective for Brand Recall with paper based campaign for 82.8% and more effective than digital campaign for 85.6% participants. AR was recommended by 80% participants for learning and brand recall.</p> <p><strong>Conclusion:</strong> AR is a useful tool to enhance user experience for learning as well as improves brand recall and can be used for marketing campaigns.</p>

The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency

PurposeThe motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the points of view of “contrast effect,” “engagement theory” and “transportation theory”.Design/methodology/approachA 2 (novelty: congruent or incongruent) × 2 (game interactivity: high or low) between-subject measures design was used. In total, 172 management students participated in the study. A 2 × 2 between-subjects measure multivariate analysis of variance (MANOVA) was utilized to test the hypotheses.FindingsIncongruent novelty results in higher brand recall but less favorable brand attitude than congruent novelty. Interactivity moderates the relationship between novelty congruence and brand recall such that in a high-interactivity condition, incongruent novelty results in higher brand recall than that in the low-interactivity condition. But, in case of the high-interactivity condition, congruent novelty results in more favorable brand attitude than that in the low-interactivity condition.Practical implicationsDeveloping high brand recall rates and attitudes are the prime objectives of the marketers for choosing a medium to advertise their brands. This investigation adds knowledge to the area of interactive marketing, particularly in-game advertising as a media technique to promote brands taking novelty and game interactivity factors into thought.Originality/valueFrom the perspectives of interactive marketing, psychological elaboration, mind-engagement and transportation of experience, this investigation adds to the literature of advanced media advertising, explicitly to in-game advertising by looking at the effect of novelty and game interactivity.

Brand Placement in Music Videos: Effectiveness in UK, Spain and Italy

Brand placement is used as an alternative advertising strategy. This case study aimed at investigating its efficacy in music videos in the UK, Spain and Italy through surveys. The first research question aimed at determining the degree of association between nationality and brand familiarity. Results have reported a directional association for half the brands advertised. The second research question aimed at determining the correlation between brand familiarity and brand recall. This study demonstrated that the greater the familiarity of the brand, the more likely it is to be recalled after watching a music video. The third research question aimed at determining whether participants were more aware of brands that they had not previously heard of after watching the music videos. Results showed similar responses of participants either agreeing or disagreeing with the statement and similar results were obtained for the Italian and British samples. It could be concluded that brand placement in music videos is especially effective in certain cultures and situations.

Penggunaan Viral Marketing di Instagram untuk Meningkatkan Brand Awareness

Kemajuan dunia digital komunikasi menyebabkan persaingan pasar semakin mengetat, berbagai perusahaan harus lebih peka dalam menentukan rencana pemasarannya. Perencanaan itu meliputi sebuah strategi yang dapat meningkatkan brand awareness (kesadaran merek). Salah satu strategi yang bisa diterapkan oleh perusahaan adalah strategi viral marketing. Strategi viral marketing ini sudah dilakukan oleh Harvies Coffee di Banda Aceh. Penelitian ini bertujuan untuk menggambarkan proses viral marketing melalui instagram dalam membangun brand awareness di Harvies Coffee di Banda Aceh, peneliti bermaksud menganalisis bagaimana proses viral itu dapat terjadi melalui pesan pemasaran yang disampaikan kepada khalayak melalui media sosial instagram. Untuk mengetahui karakter konsumen Harvies Coffee, peneliti berpijak pada konsep teori Elaboration Likelihood sehingga didapatkan viral marketing yang digunakan adalah high integration strategy. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Informan dalam penelitian ini berjumlah 5 orang yang terdiri dari 1 orang informan kunci dan 4 orang infoman pendukung. Pemilihan informan dilakukan dengan menggunakan teknik sampling purposive yang dipilih berdasarkan kriteria yaitu owner Harvies Coffee, tim kreatif Harvies Coffee dan konsumen Harvies Coffee. Hasil penelitian ini adalah brand Harvies Coffee berhasil meningkatkan awarenessnya diposisi brand recall setelah melakukan viral marketing dengan memanfaatkan drama Korea Start Up melalui media sosial instagram. Kata Kunci : Brand, Awareness, Word of Mouth, Viral Marketing, Komunikasi Pemasaran, Instagram