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: Babesiosis pada kuda
Abstrak: Babesiosis pada kuda adalah penyakit menular yang di- sebabkan oleh Babesia caballi dan Babesia equi, yaitu pa- rasit protozoa perusak sel darah yang termasuk dalam genus Babesia. B. equi diduga oleh beberapa ahli termasuk dalam genus Theileria. Karena itu klasifikasi genus Babesia di- bicarakan dan siklus hidup B. caballi dan B. equi diulas. Kuda pada semua umur dapat terserang oleh dua parasite tersebut di atas. Tetapi kuda-kuda yang sudah dewasa (tua) lebih rentan jika dibandingkan dengan kuda-kuda yang masih muda. Kasus-kasus yang paling sering dijumpai adalah kasus-kasus yang bersifat akut walaupun kasus-kasus yang bersifat perakut, subakut dan kronik kadang-kadang terlihat. Serangan oleh parasit Babesia biasanya menyebabkan kerusаkan sel darah merah yang hebat sehingga kuda-kuda yang terserang menderita anemia hebat yang dapat menyebabkan kematian bila tidak segera diobati. Untuk mengatasi hal tersebut perlu dilakukan diagnosis yang tepat dan sedini mungkin. Diagnosis dapat dilakukan dengan cara memeriksa gejala-gejala klinik, preparat ulas darah, inokulasi hewan lain dan dengan mengadakan pemeriksaan secara serologik. Gejala-gejala klinik babesiosis pada kuda yang bersifat akut yang paling sering terlihat, ialah : nafsu makan menurun/hilang, lesu, bulu suram dan tidak mau bergerak. Kuda yang dilepaskan di padang rumput akan mengasingkan diri dan jalan sempoyongan. Faeces yang keluar berwarna cok- lat gelap, diselaputi lendir yang berwarna kekuningan dan urimenya berwarna merah tua. Temperatur tubuh meningkat menjadi 39.5 - 41°C dan pulsus meningkat. Terlihat dispnoe, perdarahan petechi pada mukosa membrana nictitans dan conjunctiva yang lebih pucat dari normal dan juga icteris. Kasus-kasus yang bersifat subakut gejala-gejalanya lebih ringan, tetapi bila tidak segera diobati maka gejala- gejala tersebut secara cepat menjadi hebat. Persendian lutut dan persendian gelang puyuh membengkak dan padanya ter- lihat oedema. Pada abdomen, dada dan kepala juga dapat di- temukan oedema. Gejala-gejala klinik yang terlihat pada kasus kronik adalah penurunan kondisi tubuh kuda secara progresif walaupun diberi makan yang banyak. Perubahan temperatur tidak jelas, nafsu makan berubah-ubah, icterus tidak jelas dan anemia mungkin hanya dapat dideteksi dengan menghitung sel darah merah dan kadar hematocrit…dst
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