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"[ABSTRAKPengguna internet di Indonesia berkembang cukup besar. Hal ini mempengaruhiperkembangan bisnis online s-commerce. Banyak penelitian yang membahasfaktor-faktor yang mempengaruhi intensi pembelian pada s-commerce dilihat darisisi interaksi pada media sosial, tapi masih sedikit yang melihatnya dari sisirelasional dan transaksional. Penelitian ini bertujuan untuk mencari faktor-faktorpada ketiga sisi tersebut, sehingga nantinya dapat dijadikan pertimbangan bagipebisnis s-commerce dalam membuat strategi yang tepat untuk meningkatkan penjualannya. Penelitian ini dilakukan dengan metode kuantitatif yang dilakukandengan menyebarkan kuesioner online melalui surveymonkey.com, sehinggadiperoleh 404 responden yang mengisi kuesioner. Analisis statistik yangdigunakan pada penelitian ini adalah Partial Least Square (PLS) dengan bantuanperangkat lunak SmartPLS v.3.2.1. Penelitian yang dilakukan memberikankesimpulan bahwa faktor-faktor yang mempengaruhi kepercayaan konsumendalam melakukan pembelian online pada bisnis s-commerce adalah Transaction Safety, Relationship Maintenance dan Rating.

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ABSTRACTInternet users in Indonesia are growing rapidly which influence the growth ofonline business for example s-commerce. Many researches have discussed aboutfactors that can influence intention to buy in s-commerce from social mediainteraction side, but only few have discussed from relational and transactionalside. This research aims to identify factors from relational, transactional, andsocial side that affect consumers? intention to purchase in s-commerce. Thisresearch using quantitative method and researchers collect data throughquestionnaire online from surveymonkey.com. There are 404 respondents whoparticipated in this research. Statistical analysis used in this research is PartialLeast Square (PLS) with tools SmartPLS v3.2.1. The conclusions from thisresearch showed the factors that influence consumers decision to buy areTransaction Safety, Relationship Maintenance and Rating. The results of thisresearch are expected can be used for s-commerce business to create strategy business to increase sales growth., Internet users in Indonesia are growing rapidly which influence the growth ofonline business for example s-commerce. Many researches have discussed aboutfactors that can influence intention to buy in s-commerce from social mediainteraction side, but only few have discussed from relational and transactionalside. This research aims to identify factors from relational, transactional, andsocial side that affect consumers’ intention to purchase in s-commerce. Thisresearch using quantitative method and researchers collect data throughquestionnaire online from surveymonkey.com. There are 404 respondents whoparticipated in this research. Statistical analysis used in this research is PartialLeast Square (PLS) with tools SmartPLS v3.2.1. The conclusions from thisresearch showed the factors that influence consumers decision to buy areTransaction Safety, Relationship Maintenance and Rating. The results of thisresearch are expected can be used for s-commerce business to create strategy business to increase sales growth.]"

"Kampanye ‘Bung Kus’ oleh Program ASA-FHI menyampaikan informasi dan persuasi pada laki-laki berperilaku seks risiko tinggi supaya mengadopsi produk sosial, yaitu perubahan sikap, perubahan perilaku dan obyek fisik untuk melakukan perubahan perilaku menjadi lebih aman. Penelitian kualitatif ini merupakan studi kasus deskriptif tipe siugle-case, multiple unit of analysis\ menggunakan triangulasi teknik pengumpulan data, yaitu in depth interview, direct observation dan dokumentasi; berlandaskan teori Social Marketing sebagai theoretical framework. Hasil penelitian menyarankan eksekusi komunikasi, khususnya pesan dan branding, lebih persuasif, serta penerapan seluruh bauran komunikasi pemasaran. Ini untuk memotivasi kelompok sasaran yang cenderung mengadopsi produksi sosial berddasarkan model learn-do-feel atau do-feel-learn dan tidak mengadopsi model ideal yaitu learn-feel-do.

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‘Bung Kus’ campaign implemented by Program ASA-FHI, informs and persuades the high risk men to adopt the social products, i.e. attitude change, behavior change and tangible objects to do the safer behavior change. This qualitative research is the descriptive case study (single-case, multiple unit of analysis) uses the triangulation of collecting data techniques, i.e. in depth interview, direct observation and documentation, based on Social Marketing as the theoreticai framework. This research recommends the more persuasive communication executions, specifically in messages and branding, and also to implemenl the whole social marketing mix. It aims to motivate the target group who tends to adopt the social products based on the leam-do-feel or do-feei-leam model and not to adopt the ideal one, i.e. leam-feel-do model."