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"ABSTRAKPenelitian ini bertujuan untuk mengetahui apakah kategori service yangdibagi ke dalam tiga kategori berdasarkan level interaksi (high contact andcustomized service, moderate contact non personal, dan moderate contactstandardize) mempengaruhi nilai personal involvement dan perceived relationalbenefits konsumen, hingga akhirnya berpengaruh pada relational responsebehavior. Untuk menguji hipotesis pada penelitian ini, penulis membaginyamenjadi empat analisa, (1) analisa perbedaan nilai personal involvement padaketiga jenis kategori service, (2) analisa perbedaan nilai perceived relationalbenefits pada tiga kategori service, (3) analisa hubungan antara personalinvolvement dengan perceived relational benefits, (4) analisa hubungan antaraperceived relational benefits dengan relational response behavior. Keempatanalisa tersebut menggunakan analisis perbedaan (ANOVA dan MANOVA) sertaanalisa Structural Equation Modeling (SEM). Analisa ANOVA dan MANOVAdiolah menggunakan SPSS 16.00, sedangkan analisa Structural EquationModeling (SEM) diolah menggunakan smart PLS 2.0.Hipotesis pada penelitian ini seluruhnya terbukti dan memperkuat hasiltemuan penelitian sebelumnya yang telah dilakukan oleh Gwinner (1998) danKinard & Capella (2006), bahwa service provider dengan tingkat interaksi yangtinggi antara konsumen dengan penyedia jasa layanan, akan memiliki nilaipersonal involvement dan perceived relational benefits yang tinggi, dan akhirnyaberpengaruh pada perilaku konsumen atau relational response behavior yangsemakin loyal terhadap perusahaan. Sehingga untuk service provider yangtermasuk ke dalam kategori moderate contact non personal dan moderate contactstandardize sebaiknya mengetahui lebih dalam tentang kebutuhan, harapan, sertanilai yang diinginkan oleh konsumen, karena hal ini nantinya dapat memunculkanpersonal involvement pada diri konsumen terhadap perusahaan, hingga konsumenmenginginkan terciptanya hubungan antara dirinya dengan service provider, halini tentunya menguntungkan perusahaan karena setelah konsumen tersebutmenginginkan adanya hubungan yang baik, konsumen akan menjadi loyalterhadap jasa layanan perusahaan.

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ABSTRACTThis study aims to determine whether the type of service providers that aredivided into three categories of service (high contact and customized service,moderate non-personal contact, standardize and moderate contact) affect the valueof personal involvement and perceived service benefits the consumer, finally therelational response behavior. The hypothesis in this study is divided into fouranalysis, (1) analysis of differences in the value of personal involvement in allthree categories of service providers, (2) analysis of differences in the perceivedvalue of relational benefits on three categories of service providers, (3) analysis ofthe relationship between personal involvement with the perceived relationalbenefits, (4) analysis of the relationship between perceived relational benefits withrelational response behavior. The fourth analysis using difference analysis(ANOVA and MANOVA) and structural equation modeling (SEM). ANOVA andMANOVA running data using SPSS 16.0, and for the SEM analysis using SmartPLS 2.0.The hypothesis in this study proves and reinforces the findings of previousstudies that the service provider with a high level of interaction between theconsumer and the service provider will have the value of personal involvementand high perceived relational benefits , and ultimately affect the behavior ofconsumers or relational behaviors are more loyal response against the company .So as to service providers that fall into the category of moderate and moderatenon-personal contact standardize contact should learn more about the needs,expectations, and values that consumers want from a service provider services, asthis will be able to bring a personal involvement in the self-consumer of thecompany, consumers want to create a relationship between himself and the serviceprovider, it is certainly beneficial for the company once the consumer wants agood relationship, consumers will tend to feel loyal."

"Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh perceived value yang terdiri dari utilitarian value, hedonic value, dan social value terhadap continuous purchase intention dengan adanya variabel mediasi yaitu consumer trust yang terdiri dari trust in streamer dan juga trust in product dalam konteks live streaming e-commerce khususnya Shopee Live. Penelitian ini merupakan penelitian kuantitatif dengan menganalisis data yang terkumpul dari 350 responden melalui survei menggunakan google form. Responden dalam penelitian ini merupakan individu yang minimal berusia 17 tahun dan pernah membeli produk melalui Shopee Live dalam 3 bulan terakhir. Data yang diperoleh kemudian dianalisis dengan menggunakan metode Partial Least Squares Structrual Equation Modelling dengan bantuan perangkat lunak SmartPLS 3 untuk analisis data. Penelitian ini menghasilkan bahwa utilitarian value, social value, dan hedonic value memiliki pengaruh positif yang signifikan terhadap trust in streamer. Selain itu juga ditemukan bahwa utilitarian value dan social value memiliki pengaruh positif yang signifikan terhadap trust in product namun hedonic value tidak memiliki pengaruh positif yang signifikan terhadap trust in product. Trust in streamer dan trust in product juga memiliki pengaruh positif yang signifikan terhadap continuous purchase intention. Ditemukan juga jalur yang paling signifikan mempengaruhi continuous purchase intention yaitu utilitarian value trust in streamer continuous purchase intention.

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This study was conducted with the aim of knowing the effect of perceived value which consists of utilitarian value, hedonic value, and social value on continuous purchase intention with the mediating variable, namely consumer trust which consists of trust in streamers and also trust in products in the context of e-commerce live streaming, especially Shopee Live. This research is a quantitative research by analyzing data collected from 350 respondents through a survey using google form. Respondents in this study are individuals who are at least 17 years old and have purchased products through Shopee Live in the last 3 months. The data obtained was then analyzed using the Partial Least Squares Structrual Equation Modeling method with SmartPLS 3 as a software to analyze the data. This study found that utilitarian value, social value, and hedonic value have a significant positive influence on trust in streamers. It was also found that utilitarian value and social value have a significant positive effect on trust in product but hedonic value does not have a significant positive effect on trust in product. Trust in streamer and trust in product also have a significant positive effect on continuous purchase intention. It was also found that the most significant pathway affecting continuous purchase intention is utilitarian value trust in streamer continuous purchase intention."

"Dalam beberapa tahun terakhir, kemajuan teknologi mengalami perkembangan yang begitu pesat, dilihat dari munculnya mobile commerce yang bermunculan salah satunya Raena sebagai mobile commerce yang bergerak pada penjualan produk kosmetik dan/atau perawatan diri kemudian menyebabkan timbulnya online impulse buying behavior karena pengaruh consumer perceived value dan interpersonal influence. Tujuan dari penelitian ini adalah menganalisis pengaruh consumer perceived value terhadap online impulse buying behavior melalui interperosnal influence pada pengguna aplikasi Raena. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey melalui kuesioner yang disadasarkan oleh metode purposive sampling. Jumlah responden dalam penelitian ini adalah 162 yang dijaring melalui online quesionnaire menggunakan Google Form. Pengolahan data dilakukan dengan menggunakan software SmartPLS 3.2.9. Hasil penelitian ini menunjukan bahwa terdapat pengaruh signifikan antara consumer perceived value terhadap online impulse buying behavior namun tidak terdapat pengaruh signifikan terhadap consumer perceived value terhadap online impulse buying behavior yang dimoderasi oleh interpersonal influence pada pengguna aplikasi Raena. Penelitian ini bermanfaat untuk menyusun strategi memaksimalkan online impulse buying behavior dalam Aplikasi Raena melalui rangsangan consumer perceived value. Berdasarkan hasil penelitian tersebut, penelitian selanjutnya dapat mempertimbangkan penggunaan variabel moderasi lain selain interpersonal influence yang dapat memoderasi hubungan antara consumer perceived value terhadap online impulse buying behavior.

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In last few years, technological advances have developed rapidly, seen from the emergence of mobile commerce, one of which is Raena as a mobile commerce engaged in selling cosmetic and/or personal care products which causes online impulse buying behavior due to influenced of consumer perceived value and interpersonal influence. The purpose of this study was to analyze the effect of consumer perceived value on online impulse buying behavior through interpersonal influence on users of Raena application. The study used a quantitative approach with a survey method on purposive sampling. The number of respondents in this study wes 162 obtained through online questionnaire using Google Form. Data processing was performed using SmartPLS 3.2.9. The results of this study indicate that there is an significant influence between consumer perceived value on online impulse buying behavior but there is no significant influence on consumer perceived value on online impulse buying behavior which is moderated by interpersonal influence on users of the Raena application. This research is useful for developing strategies to maximize online impulse buying behavior in Raena application trough consumer perceived value simulation. Based on the results of this study, further research can consider the used of ither moderating variabels besides interpersonal influence which can moderate the relationship between consumer perceived value and online impulse buying behavior."

"Saat ini terdapat banyak lembaga bahasa yang menyediakan jasa kursus bahasa, salah satunya adalah Institut Français D'Indonésie (IFI) yang menyediakan kursus bahasa Perancis. Dalam melakukan suatu keputusan pembelian (purchase decision) yang dilakukan konsumen, salah satunya dipengaruhi oleh motivasi. Tujuan dari penelitian ini adalah untuk melihat pengaruh motivasi dan perceived risk sebagai variabel moderasi terhadap penggunaan jasa kursus bahasa Perancis di IFI Jakarta. Terdapat dua dimensi motivasi dalam penelitian ini, yaitu internal dan eksternal stimuli. Selain itu, perceived risk memiliki 6 komponen, yaitu social risk, financial risk, physical risk, performance risk, time risk, dan psychosocial risk. Pada penelitian ini dengan alat bantu statistik SPSS 19.0, metode analisis yang digunakan adalah analisis regresi linier sederhana, regresi linier berganda, hierarchical regression, Moderated Regression Analysis (MRA), serta selisih nilai mutlak. Kemudian diketahui bahwa motivasi berpengaruh terhadap purchase decision, namun jika dilihat menjadi dimensi motivasi internal stimuli serta eksternal stimuli, maka hanya internal stimuli yang berpengaruh terhadap purchase decision. Ditemukan juga bahwa perceived risk tidak memoderasi motivasi dengan penggunaan jasa kursus bahasa Perancis di IFI.

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Nowadays, there are many institutions that provide language courses; one of them is the Institute Français d'Indonesie (IFI) which provides French language courses. The purpose of this study is to find out the effect of motivation and perceived risk as a moderating variable of consumer decision on French course at IFI Jakarta. There are two dimensions of motivation in this study; there are internal and external stimuli. Perceived risk has 6 components: social risk, financial risk, physical risk, performance risk, time risk and psychosocial risk.

In this study using SPSS 19.0 as a statistical tool, the method of analysis used is simple linear regression analysis, multiple linear regression, hierarchical regression, Moderated Regression Analysis (MRA), and the difference in absolute value. It indicates that motivation has positive effect on purchase decision, but if we observed the motivation into two dimensions, internal and external stimuli, only internal stimuli affect the purchase decision. It was also found that perceived risk did not moderate the motivation to use services at the IFI French course."

"Industri kosmetik di Indonesia sedang mengalami pertumbuhan yang baik seiring dengan perubahan dan perkembangan gaya hidup. Di samping itu, terdapat beberapa faktor permasalahan, yaitu dari sisi kesehatan (potensi kandungan bahan kimia berbahaya yang dapat mengganggu kesehatan), lingkungan (pencemaran lingkungan akibat proses produksi maupun pembuangan produk), dan kesejahteraan hewan (adanya pengujian pada hewan). Faktor-faktor tersebut mendorong konsumen untuk berperilaku hijau dalam keputusan pembelian mereka. Akibatnya, pengusaha termotivasi untuk menciptakan produk hijau, yaitu green cosmetics. Konsumen yang dapat membeli produk green cosmetics masih sedikit dikarenakan produk yang cenderung mahal. Sulit menghubungkan green consumer dengan hal-hal lain karena setiap konsumen memiliki preferensi selera atribut produk hijau yang berbeda. Untuk itu, peneliti ingin menganalisis lebih lanjut faktor-faktor apa saja yang mempengaruhi repurchase intention konsumen pada produk green cosmetics dengan menggunakan variabel perceived value (functional value, emotional value, social value), health consciousness, environmental awareness, dan ethical concern sebagai variabel mediasi. Desain penelitian untuk pengambilan sample menggunakan cross sectional dengan metode nonprobability sampling. Kriteria responden yang ditentukan, yaitu berusia minimal 17 tahun dan pernah membeli produk green cosmetics. Kuesioner penelitian disebarkan secara online. Data responden sebanyak 206 responden diolah dan dianalisis pada tahap maintest. Smart PLS 3.0 merupakan softwareyang digunakan untuk menganalisis data pada penelitian ini. Hasil menunjukkan bahwa variabel functional value, emotional value, dan environmental awareness berpengaruh positif secara langsung terhadap repurchase intention. Ethical concern sebagai variabel mediasi, secara positif memediasi functional value dan repurchase intention, juga terhadap emotional value dan repurchase intention, serta health consciousness dan repurchase intention. Health consciousness secara langsung tidak berpengaruh positif terhadap repurchase intention. Social value secara langsung maupun tidak langsung (melalui variabel mediasi ethical concern) tidak berpengaruh positif terhadap repurchase intention.

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The cosmetics industry in Indonesia is experiencing good growth in line with changes and developments in lifestyle. In addition, there are several problem factors, from a health perspective (potentially containing hazardous chemicals that can harm health), the environment (environmental contamination due to the production process and product disposal), and animal welfare (testing on animals). These factors encourage consumers to behave green in their purchasing decisions. As a result, entrepreneurs are motivated to create green products, namely green cosmetics. There are only a few consumers who can buy green cosmetic products because the products tend to be expensive. It is difficult to link green consumers with other things because each consumer has different taste preferences for green product attributes. For this reason, researchers want to further analyze what factors that influence consumer repurchase intentions for green cosmetic products by using the variables of perceived value (functional value, emotional value, social value), health awareness, environmental awareness, and ethical concern as mediating variables. The research design for sampling using cross sectional with nonprobability sampling method. The specified criteria for respondents are at least 17 years old and have purchased green cosmetic products. The research questionnaire was distributed online. The data of 206 respondents were processed and analyzed at the main test stage. Smart PLS 3.0 is the software used to analyze the data in this study. The results show that functional value, emotional value, and environmental awareness have a direct positive effect on repurchase intention. Ethical concern as a mediating variable positively mediates functional value and repurchase intention, as well as emotional value and repurchase intention, also health consciousness and repurchase intention. Health consciousness has no direct positive effect on repurchase intention. Social value directly or indirectly (through the mediating variable of ethical issues) does not have a positive effect on repurchase intention."