Judul: Comparing Visual Attention, AI-Reface, and Human Endorsers in Video Advertising: Heatmaps and Tagging Analysis
Abstrak: Understanding the differential impact of human and AI-Reface endorsers in digital advertising is crucial for optimizing marketing strategies in an increasingly digital landscape. With the proliferation of AI technologies, advertisers are keen to explore how AI-generated faces compare to human endorsers in terms of capturing attention, enhancing brand recall, and influencing purchasing decisions. This research, focusing on Shopee's video advertisements featuring both human and AI-Reface endorsers, delves into consumer engagement patterns and the effectiveness of these endorsers. By employing advanced techniques like eye tracking, visual tagging, and post-exposure surveys, the study provides comprehensive insights into how different demographic groups respond to these endorsements, ultimately guiding more effective advertising strategies. The study employed a robust methodology, leveraging eye tracking, visual tagging, and post-exposure surveys to gather quantitative and qualitative data on viewer engagement and perception. Mixed respondent groups, segmented by gender, were exposed to Shopee video advertisements featuring either a human endorser (Melody Nurramdhani Laksani) or an AI-Reface endorser (Prilly Latuconsina). Eye tracking technology measured where and how long viewers focused on specific elements within the ads, while visual tagging allowed respondents to actively indicate which elements captured their attention. Post-exposure surveys provided deeper insights into viewers' perceptions of brand elements, endorsers, and promotional content, as well as their likelihood to purchase the advertised products. Data was processed and analyzed to identify patterns and differences in engagement and recall between the human and AI-Reface endorser videos across different respondent groups. The analysis revealed nuanced differences in how viewers engaged with the brand, endorser, and promotional elements in the videos. Eye tracking and visual tagging data showed that both endorsers effectively captured viewer attention, with slight variations in engagement levels. Human endorsers garnered slightly higher attention in specific scenes, but AI-Reface endorsers were also highly effective, indicating their potential as viable alternatives. Promotional elements consistently attracted the highest viewer engagement, underscoring their importance in digital advertising. Brand elements, while crucial for recall, received less immediate attention, suggesting a need for more integrated branding strategies. Post-exposure surveys highlighted that both human and AI-Reface endorsers positively influenced brand perception and recall. However, the human endorser slightly edged out the AI-Reface endorser in terms of influencing purchase decisions, possibly due to the inherent trust and relatability associated with human faces. These findings suggest that while AI-Reface endorsers are almost as effective as human endorsers, the latter's slight advantage in driving purchase intent could be leveraged more strategically. The results also indicated that the visibility and prominence of brand elements could be enhanced to improve overall ad effectiveness. To maximize the effectiveness of digital advertisements, a balanced approach that integrates the strengths of both human and AI-Reface endorsers is recommended. Advertisers should continue utilizing human endorsers for their relatability and trust-building attributes, particularly in campaigns aimed at directly influencing purchase decisions. However, AI-Reface endorsers can be strategically employed in scenarios where scalability and cost-efficiency are paramount, without significantly compromising engagement and brand perception. Promotional content should remain a focal point in ad design, given its high engagement levels. Enhancing the visibility and prominence of brand elements, possibly by
Keyword: Intelligence, Brand, Endorser, Neuromarketing, Promotion, AI-Reface, Artificial

Judul: Analysis of Content Types In Influencing The Level of Interest In Digital Products
Abstrak: Digital marketing menjadi strategi yang sangat relevan dalam era ini, memungkinkan perusahaan untuk menggunakan berbagai kanal seperti website, media sosial, mesin pencari, email, dan konten online lainnya untuk berinteraksi dengan konsumen potensial. Digital marketing memungkinkan perusahaan untuk menargetkan audiens secara efektif, mengukur kinerja kampanye dengan data dan analitik, serta mengoptimalkan strategi pemasaran berdasarkan hasil yang diperoleh. Menurut penelitian oleh Ryan dan Jones (2009), digital marketing telah terbukti efektif dalam mencapai tujuan pemasaran, dengan perusahaan yang mengadopsi strategi ini cenderung memiliki tingkat konversi yang lebih tinggi. Penelitian ini bertujuan untuk mengidentifikasi tingkat kesadaran konsumen terhadap produk digital berdasarkan berbagai marketing treatment, mengidentifikasi faktor-faktor yang mempengaruhi ketertarikan konsumen, serta menganalisis strategi pemasaran yang efektif untuk meningkatkan ketertarikan konsumen. Data primer diperoleh melalui pengumpulan data selama kampanye Instagram Ads yang berlangsung selama dua minggu, yang mencakup metrik seperti impression, reach, total interaction, profile visit, dan web visit. Metode Quasi Experimental Design digunakan untuk membandingkan hasil dari pendekatan konten yang berbeda seperti soft selling, hard selling, dan promotion, sedangkan metode Chi-Square digunakan untuk menentukan signifikansi perbedaan antara frekuensi yang diharapkan dan yang diamati. Hasil penelitian menunjukkan bahwa marketing treatment dan format konten yang berbeda memiliki dampak signifikan terhadap tingkat kesadaran konsumen. Promosi diskon dengan konten video menghasilkan account reached tertinggi, menunjukkan bahwa konten visual yang dinamis dapat menarik perhatian konsumen lebih efektif. Selain itu, soft selling dengan konten foto menghasilkan total interactions tertinggi, menunjukkan bahwa pendekatan yang tidak memaksa dan visual yang menarik dapat meningkatkan interaksi konsumen. Sebaliknya, hard selling dengan konten video lebih efektif dalam mendorong interaksi digital seperti likes, comments, dan shares. Implikasi manajerial dari penelitian ini menekankan pentingnya fleksibilitas dalam strategi pemasaran digital. Perusahaan harus mempertimbangkan penggunaan konten video untuk promosi diskon dan konten foto untuk pendekatan soft selling guna meningkatkan kesadaran dan interaksi konsumen. Penggunaan data dan analitik secara berkelanjutan sangat penting untuk mengoptimalkan kampanye pemasaran dan menyesuaikan strategi berdasarkan preferensi audiens. Dengan memahami preferensi audiens dan menyesuaikan konten secara berkala, perusahaan dapat meningkatkan efektivitas kampanye pemasaran digital dan menarik lebih banyak konsumen., Digital marketing has become a highly relevant strategy in this era, allowing companies to use various channels such as websites, social media, search engines, emails, and other online content to interact with potential consumers. Digital marketing enables companies to effectively target audiences, measure campaign performance with data and analytics, and optimize marketing strategies based on the results obtained. According to research by Ryan and Jones (2009), digital marketing has proven effective in achieving marketing goals, with companies adopting this strategy tending to have higher conversion rates. Research by Chaffey and Smith (2017) also shows that digital marketing provides significant competitive advantages, particularly through the utilization of data and analytics to understand consumer behavior. This study aims to identify the level of consumer awareness of digital products based on various marketing treatments, identify factors influencing consumer interest, and analyze effective marketing strategies to increase consumer interest. Primary data was collected during a two-week Instagram Ads campaign, including metrics such as impression, reach, total interaction, profile visit, and web visit. The data was processed using Microsoft Excel and discussed descriptively. The
Keyword: media sosial, social media, Video, Foto, Pemasaran digital, tipe konten, vidio, content type, digital marketing, photo

Judul: Koksidiosis pada Sapi Disebabkan Eimeria Zuernii (Rivolta,1887)
Abstrak: Koksidia merupakan parasit intraseluler yang menyerang traktus digestiyus terutama bagian USUS. Penyebab penyakit ini adalah dari genus Eimeria. Koksidia yang paling patogen terhadap ternak sapi adalah Eimeria Ziuernii (Rivolta, 1887 dalam Todd dan Ernst, 1977). Siklus hidup Eimeria zuernii terdiri dari fase eksogen yang disebut juga dengan tahap sporogoni dan fase endogen yang terdiri dari tahap skizogoni dan tahap gametogoni (Soulsby, 1982).
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