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: Brand Image as a Moderation of the Influence of Promotion and  Ease of Use on Intention to Reuse ShopeePay
Abstrak: Dompet digital merupakan alat pembayaran yang banyak digunakan saat ini karena menawarkan berbagai kemudahan dan keuntungan bagi penggunanya. Adapun dompet digital yang paling banyak digunakan di Indonesia yaitu ShopeePay. Penelitian ini bertujuan untuk menganalisis pengaruh promosi terhadap minat menggunakan kembali, pengaruh kemudahan penggunaan terhadap minat menggunakan kembali, serta menganalisis citra merek sebagai pemoderasi pengaruh promosi dan kemudahan penggunaan terhadap minat menggunakan kembali ShopeePay. Teknik penentuan sampel menggunakan non-probability sampling dengan metode purposive sampling dengan jumlah sampel sebanyak 195 responden. Metode analisis data yang digunakan adalah Structural Equation Modelling - Partial Least Square (SEM-PLS). Hasil penelitian ini menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap minat menggunakan kembali ShopeePay, kemudahan penggunaan berpengaruh positif dan signifikan terhadap minat menggunakan kembali ShopeePay, citra merek berpengaruh positif dan signifikan sebagai pemoderasi hubungan antara promosi terhadap minat menggunakan kembali ShopeePay, dan citra merek bukanlah variabel moderasi untuk hubungan antara kemudahan penggunaan dan minat menggunakan kembali ShopeePay., E-wallet is payment tool that is widely used today because it offers various conveniences and benefits for its users. The most widely used digital wallet in Indonesia is ShopeePay. This study aims to analyze the effect of promotion on intention to reuse, the effect of ease of use on intention to reuse, and analyze the brand image as a moderation of the influence of promotion and ease of use on intention to reuse ShopeePay. The sampling technique used was non-probability sampling with purposive sampling method with a total sample of 195 respondents. The data analysis method used was Structural Equation Modelling - Partial Least Square (SEM-PLS). The results of this study showed that promotion has a positive and significant effect on the intention to reuse ShopeePay, ease of use has a positive and significant effect on the intention to reuse ShopeePay, brand image has a positive and significant effect as a moderation of the relationship between promotion and the intention to reuse ShopeePay, and brand image is not variable moderating for the relationship between ease of use and intention to reuse ShopeePay.
Keyword: brand image, digital wallet, ease of use, intention to reuse, promotion

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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