Anteseden digital out of home advertisement dan dampaknya terhadap repurchase intention, dimediasi oleh brand engagement pada layanan Gojek Indonesia = Antecedents of digital out of home advertisement and its impact on repurchase intention, mediated by brand engagement on Gojek Indonesia services

Prasetyo, Stephen Sugiarto (2023) Anteseden digital out of home advertisement dan dampaknya terhadap repurchase intention, dimediasi oleh brand engagement pada layanan Gojek Indonesia = Antecedents of digital out of home advertisement and its impact on repurchase intention, mediated by brand engagement on Gojek Indonesia services. Masters thesis, Universitas Pelita Harapan.

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Abstract

Periklanan adalah sarana komunikasi yang banyak digunakan dalam industri. Iklan adalah pesan yang dirancang untuk mencapai suatu tujuan dan menjadi alat untuk memengaruhi konsumen. Iklan juga mencerminkan tren sosial pada zamannya, mengandung pesan yang ingin disampaikan kepada audiens target, dan dapat menjadi bagian dari kehidupan konsumen. Sehingga, iklan dapat digunakan untuk menciptakan citra produk yang menarik dengan jangkauan yang luas. Penelitian ini mengeksplorasi faktor-faktor yang hubungan antara Iklan Digital Out of Home, Attitude, dan Brand Engagement, preferensi konsumen dan tingkat penggunaan layanan Gojek. Analisis terhadap data menggunakan PLS-SEM yang mengungkapkan bahwa aspek-aspek ini dapat memperkuat atau melemahkan pengaruh variabel utama, memberikan wawasan tambahan tentang dinamika perilaku pelanggan. Terdapat temuan yang menunjukkan bahwa pengaruh positif Iklan Digital Out of Home berdampak positif pada Repurchase Intention. Implikasi praktis dari penelitian ini mencakup rekomendasi untuk peningkatan strategi iklan digital oleh perusahaan, menggali potensi fitur layanan yang lebih menonjol, serta memahami lebih dalam preferensi dan harapan konsumen. Secara keseluruhan, penelitian ini memberikan pandangan holistik terhadap peran strategis Iklan Digital Out of Home dalam mengukuhkan posisi merek dan memperkuat keterikatan pelanggan, membuka peluang untuk pengembangan strategi pemasaran yang lebih efektif di era digital ini. / Advertising is a widely used means of communication in the industry. It is a message designed to achieve a goal and serves as a tool to influence consumers. Advertising also reflects social trends of its time, containing messages intended for the target audience and becoming a part of consumers' lives. Therefore, advertising can be utilized to create an appealing product image with broad reach. This research also explores moderating factors in the relationship between Digital Out of Home Advertising, Attitude, and Brand Engagement, such as consumer preferences and the usage level of Gojek services. In-depth analysis of PLS-SEM data reveals that these aspects can strengthen or weaken the influence of key variables, providing additional insights into the dynamics of consumer behavior. Interesting findings indicate that the positive impact of Digital Out of Home Advertising affects Repurchase Intention positively. Practical implications of this research include recommendations for enhancing digital advertising strategies for companies, exploring the potential of more prominent service features, and gaining a deeper understanding of consumer preferences and expectations. Overall, this study provides a holistic view of the strategic role of Digital Out of Home Advertising in solidifying brand positions and strengthening customer engagement, opening opportunities for more effective marketing strategies in this digital era.

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