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Menampilkan 1–2 dari 2 artikel
Binge-Watching and Continuation Intention in VoD Services: The Mediating Role of Cliffhangers Among Young Viewers
Firman Fauzi
; Agung Hudaya
; Dewi Murtiningsih
International Journal of Management
Vol 2
, No 1
(2024)
The impact of binge watching is an evolving phenomenon affecting consumers' continuation intention on video-on-demand (VOD) platforms, mediated by cliffhangers. This study targets a population of young individuals aged 17-25 years. The research design is quantitative, aiming to demonstrate the cause-and-effect relationship between binge watching and continuation intention, mediated by cliffhangers. The novelty of this research lies in not only examining the direct relationship between binge watc...
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Strategi Pemasaran pada Inovasi Produk Berbasis Ubi: Ubique: Ubi Crème Brulee
Jurnal Manajemen Kewirausahaan dan Teknologi
Vol 1
, No 4
(2024)
This study examines the marketing strategy for Ubique (Ubi Crème Brulee), an innovative product based on sweet potatoes, using the 4P marketing mix approach (Product, Price, Place, Promotion). A qualitative case study method was employed through interviews, observations, and analysis of marketing materials. The findings reveal that product innovation combining local ingredients with international flavors, affordable premium pricing strategies, creative distribution channels such as Demo Day, and...
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