PERBANDINGAN PEMODELAN PERTUKARAN NILAI MATA UANG RINGGIT KE RUPIAH DALAM TAHUN MASEHI DAN TAHUN HIJRIAH

Tugas Akhir ini membahas tentang tiga distribusi yaitu Gamma dan Weibull dua parameter, serta Eksponensial satu parameter untuk menentukan model distribusi yang sesuai pada data pertukaran nilai mata uang Ringgit ke Rupiah dalam tahun Masehi dan Tahun Hijriah. Estimasi parameter untuk ketiga distribusi adalah metode maksimum likelihooddan menggunakan uji kebaikan (Goodness of Fit)AIC (Akaike’s InformationCriterion) dan BIC (Bayesian Information Criterion). Hasil yang diperoleh menunjukkan bahwa, model distribusi Eksponensial lebih sesuai untuk data pertukaran nilai mata uang Ringgit ke Rupiah pada tahun Masehi dan Tahun Hijriah dibandingkan dengan distribusi Gamma dan Weibull. Hal ini ditunjukkan dari hasil metode maksimum likelihooddenganhasi uji AIC(Aikake’s Information Criterion)danBIC(BayesianInformation Criterion)lebih kecil dibandingkan distribusi Gamma dan Weibull dan Tahun Hijriah merupakan model terbaik untuk data pertukaran nilai mata uang Ringgit ke Rupiah.Kata Kunci: AIC, BIC, Eksponensial, Gamma, Goodness of Fit, MLE,Weibul

Strategi Periklanan Kosmetik Efektif Untuk Generasi Y Menggunakan Celebrity Endorsement

Celebrity endorsement on social media has become a trendy way to advertise today. Examining the effectiveness of celebrity endorsers using the familiarity variable is deemed necessary, considering the risks that arise from selecting inappropriate celebrities. It is also important to explore whether different categories lead to different responses. The aim of the study was to analyze the effect of differences in endorser familiarity and product categories on compatibility with products, attitudes towards advertisements and brands and purchase intentions of Y generation consumers in cosmetic advertisements. This research is a 2x2 factorial experimental study using Multivariate Analysis of Variance (MANOVA). There were 2 stages of the research, the first stage was the pre-test with 30 research participants to select celebrities and the second stage was the main test with 156 participants who were divided into 4 experimental groups. The results of the study stated that differences in celebrity familiarity had no effect on compatibility with products and attitudes towards brands, but had an effect on attitudes towards advertisements and purchase intentions. Differences in product categories and interactions between familiarity and categories show insignificant results. Celebrity endorsers with high or low familiarity currently both have the same potential and each endorser has its own market. Companies should increase consumer product involvement by repeating information. Keywords: attitude towards advertising and brand, endorser familiarity, experimental study, purchase intention, product categorie

THE INFLUENCE OF SERVICE QUALITY, PRICE AND BRAND IMAGE ON TELKOMSEL CUSTOMER LOYALTY OF IPB POSTGRADUATE STUDENTS

The study aims to find out how the influence of service quality, price, and brand image on Telkomsel customer loyalty for IPB postgraduate students and to find out what the most influential variable on customer loyalty. This study used 95 students of IPB Postgraduate who have used The Telkomsel Card in The Jabodetabek area and in the last 2 months. This study used non-probability sampling technique with judgmental sampling. The data were collected by online questionner with a Likert scale between 1 to 5. The multiple linear regression analysis was used to test the model. The data processing of this study used SPSS 24.0. The result of this study with F test has shown that the service quality, price, and brand image simultaneously can explain the variable of customer loyalty. The next result with the T test has shown that price has a positive and significant effect on customer loyalty