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"Komunitas pengguna bus TransJakarta adalah fenomena unik di Jakarta, karena bertentangan dengan teori consumer engagement. eWOM dan citra merek diprediksi mampu meningkatkan consumer engagement pengguna bus TransJakarta. Partisipan adalah pengguna rutin TransJakarta yang memiliki akun sosial media (n=122). Penelitian field experiment dengan desain 2( eWOM teks dan eWOM teks gambar) x 2(citra merek positif dan non citra merek) desain faktorial. Kelompok partisipan mendapatkan eWOM gambar dan kelompok eWOM teks gambar mengenai bus TransJakarta serta ada tambahan salience mengenai citra merek bus TransJakarta. Hasil penelitian menunjukkan tidak terdapat pengaruh variasi eWOM terhadap consumer engagement nilai F(1,122) = 1,791, p>0,05 yang berarti tidak ada efek pengaruh dari variasi eWOM (teks dan teks gambar) terhadap consumer engagement. Efek moderasi yang diduga bisa muncul dari variabel citra merek ternyata tidak menunjukkan signifikansi dalam analisa hasil penelitian, nilai F(1,122) = 1,257, p>0,05 menunjukkan moderator citra merek tidak dapat menguatkan ataupun melemahkan pengaruh variasi eWOM terhadap consumer engagement.

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Busway bus user community is a unique phenomenon in Jakarta, because this phenomenon contradictive with consumer engagement theory. eWOM and brand image predicted to increase consumer engagement bus of TransJakarta users. Participants are bus of TransJakarta users who have social media accounts (n=122). Field experiment research design with 2 (eWOM text and eWOM text images) x 2 (positive brand image and non-image brand) factorial design. Groups of participants get eWOM text and eWOM text images on bus of TransJakarta and salience of the brand image bus of TransJakarta.

The results showed value of F (1,122) = 1.791, p> 0.05, which means there is no effect of the influence of variations eWOM (text and text images) to consumer engagement. Moderating effects that allegedly could arise from the brand image variables did not show significance in the analysis of the research results, the value of F (1,122) = 1.257, p> 0.05 indicates moderator brand image can not strengthen or weaken the effect of variation eWOM to consumer engagement."

"Penelitian ini untuk mengetahui pengaruh variasi electronic word-of-mouth positif terhadap persepsi kualitas pengguna TransJakarta dengan citra merek sebagai moderator dengan partisipan pengguna rutin TransJakarta (N=122). Penelitian ini merupakan penelitian eksperimen lapangan dengan desain faktorial 2 (variasi electronic word-of-mouth positif: teks vs teks-gambar) x 2 (citra merek: no salience vs salience) randomized between group dengan pretest dan posttest. Partisipan terbagi dalam empat kelompok eksperimen yaitu kelompok teks, kelompok teks-gambar, kelompok teks salience, dan kelompok teks-gambar salience. Penelitian dilakukan dengan memberikan screen capture electronic word-of-mouth positif sebanyak 14 buah ke setiap kelompok selama 10 hari melalui chatgroup LINE dan WhatsApp.Hasil menunjukkan bahwa variasi electronic word-of-mouth positif tidak berpengaruh secara signifikan terhadap persepsi kualitas (F = 0,157, p > 0,05). Interaksi antara variasi electronic word-of-mouth positif dan citra merek berpengaruh terhadap persepsi kualitas (F = 12,302; p < 0,05). Hal ini menunjukkan bahwa interaksi variasi electronic word-of-mouth positif dengan citra merek berpengaruh terhadap persepsi kualitas. Dengan demikian pengelola bus TransJakarta dapat memberikan electronic word-of-mouth positif berupa teks dan teks-gambar serta meningkatkan citra merek sehingga dapat memengaruhi persepsi kualitas pengguna bus TransJakarta."

"[Tujuan dari penelitian ini untuk melihat pengaruh variasi elemen dan melihat perbedaan pengaruh variasi elemen electronic word-of-mouth positif berupa teks dan gambar-teks terhadap sikap merek pada mengguna bus TransJakarta. Tipe penelitian ini adalah field experiment dengan desain randomized between-subject design (pretest & posttest). Terdapat dua kelompok eksperimen yaitu kelompok variasi elemen teks dan gambar-teks. Partisipan (n = 89) adalah pengguna bus TransJakarta yang memiliki aplikasi LINE. Penelitian dilakukan dengan memberikan 28 electronic word-of-mouth positif selama 7 hari melalui grup LINE. Alat ukur sikap merek sudah diadaptasi dari Wu dan Wang (2011). Hasil penelitian menunjukkan bahwa variasi elemen electronic word-of-mouth positif secara signifikan mempengaruhi sikap merek pada pengguna bus TransJakarta dengan nilai (t(88) = 2.930, p < 0.05). selain itu, variasi elemen electronic wordof- mouth tidak berbeda secara signifikan berpengaruh terhadap sikap merek pada pengguna bus TransJakarta dengan nilai (t(87) = 1.679, p > 0.05).

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The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users’ brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users’ brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users’ brand attitude (t(87) = 1.679, p > 0.05)., The purpose of this study was to examine the effect of positive electronic wordof-

mouth element variation that are text and text-with-picture towards

TransJakarta bus users’ brand attitude. This study was field experiment study with

randomized between-subject design (pretest & posttest). The participants (n=89)

of this study were a TransJakarta user that used TransJakarta at least four days in a

week. Researcher divided the participants into two experiment groups, text-only

positive electronic word-of-mouth and text-with-picture positive electronic wordof-

mouth. The research was done by giving 28 electronic word-of-mouths for 7

days. The brand attitude was measured by using Wu and Wang (2011) brand

attitude scale. The findings showed that electronic word-of-mouth element

variation affects TransJakarta users’ brand attitude (t(88) = 2.930, p < 0.05). The

other findings suggest that there was no significant differences of the effects of

electronic word-of-mouth on TransJakarta users’ brand attitude (t(87) = 1.679, p >

0.05).]"

"Penelitian ini bertujuan untuk melihat pengaruh dan perbedaan antara variasi elemen electronic word-of-mouth (eWOM) positif berupa gambar dan teks terhadap persepsi kualitas layanan pada pengguna rutin layanan Bus TransJakarta. Penelitian ini adalah penelitian field experiment dengan desain randomized between subject design pretest-posttest. Partisipan penelitian adalah pengguna Bus TransJakarta minimal empat kali dalam seminggu dan menggunakan aplikasi instant messaging LINE. Partisipan (n=92) dibagi menjadi kelompok eksperimen pertama (KE1) dan kelompok eksperimen kedua (KE2). Penelitian dilakukan dengan pemberian manipulasi eWOM positif dengan template media sosial sebanyak 14 buah selama tujuh hari pada masing-masing kelompok eksperimen. Hasil penelitian menunjukkan bahwa eWOM positif mempengaruhi persepsi kualitas layanan dengan t(91) = 3,824, p < 0,05. Namun tidak terdapat perbedaan skor secara siginfikan pada pengaruh variasi elemen eWOM positif berupa gambar dan teks dengan eWOM positif berupa teks saja, dengan t(90) = 1,291, p < 0.05. Oleh karena itu dapat disimpulkan bahwa terdapat pengaruh elemen eWOM positif berupa gambar teks terhadap persepsi kualitas layanan, namun tidak terdapat perbedaan pengaruh diantara keduanya.

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The purpose of this study is to find the difference and the effect of positive electronic word-of-mouth (eWOM) on perceived service quality on TransJakarta bus user. This study was a field experiment with randomized between subject design pretest-posttest design. Participants in this study were 92 persons who use TransJakarta at least four times a week and active users of LINE instant messaging. Participants were divided into two experimental groups on LINE Messenger. Each groups were given two different variation of manipulation, which are social media template with text only and text and picture, 14 times in seven days straight. The result shows that positive eWOM has effect on perceived service quality with t(91) = 3,824, p < 0,05. However, there is no score difference in positive eWOM text only type and positive eWOM text and picture type, with t(90) = 1,291, p < 0.05. It can be concluded that positive eWOM in picture and text has effect on perceived service quality, but there is no difference between them."

"Generasi milenial dikatakan memiliki tingkat brand loyalty yang rendah, hal ini menunjukkan bahwa konsep brand loyalty masih menjadi isu penting dalam kegiatan pemasaran. Penelitian terhadap anteseden dari brand loyalty telah banyak dilakukan, salah satu faktor tersebut adalah consumer-brand identification (CBI), yang juga merupakan faktor dari brand advocacy. Penelitian ini bertujuan untuk menguji bagaimana brand anthropomorphism, consumer-brand engagement, consumer skepticism, dan brand prestige memengaruhi consumer-brand identification, dengan fokus pada industri apparel dan footwear. Dengan menggunakan purposive sampling, model teoritis yang diusulkan diuji menggunakan metode structural equation modelling (SEM) pada data yang dikumpulkan dari 400 responden. Hasil penelitian ini menunjukkan bahwa menjadi lebih terlibat dalam personal consumer-brand engagement dan menganggap suatu brand sebagai lebih bergengsi meningkatkan consumer-brand identification, dan consumer skepticism towards ads yang lebih tinggi memengaruhi consumer-brand identification secara negatif. Namun, digital consumer-brand engagement dan consumer skepticism towards brands tidak memengaruhi CBI secara langsung. Lebih lanjut, CBI terbukti memiliki pengaruh positif yang kuat pada brand loyalty dan brand advocacy, dengan brand loyalty juga memiliki pengaruh positif yang kuat terhadap brand advocacy. Implikasi dan saran manajerial untuk penelitian lebih lanjut dibahas dalam penelitian ini."

"This study aims to examine and analyze the influence of electronic word of mouth EWOM, brand awareness and brand image on purchase intention of online transportation in Indonesia. The research data is based on 338 respondents who have taken the online questionnaire, and are those who have not yet used online transportation in Indonesia, but have obtained information about it through online media. Purposive sampling method has been used in this research where population members selected to participate in this research is based on the authors judgment. The analysis method used is structural equation model SEM through AMOS software.The result shows that there is a positive and significant influence of electronic word of mouth, brand awareness, and brand image on purchase intention with brand image as a mediator between electronic word of mouth, brand awareness and purchase intention variables. This research certainly has several limitations, thus future research may include other variables in order to obtain new knowledge and understanding in the context of online transport.

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Penelitian ini bertujuan untuk menguji dan menganalisa pengaruh electronic word of mouth, brand awareness, dan brand image terhadap purchase intention pada transportasi online di Indonesia. Data penelitian berdasarkan 338 responden yang berpartisipasi melalui kuisioner online, dan responden yang belum pernah menggunakan transportasi online di Indonesia, tetapi pernah membaca informasi terkait transportasi online via media online. Metode sampling yang digunakan adalah metode purposive sampling, yaitu pemilihan sampel dengan beberapa kriteria tertentu/ Metode analisis yang digunakan dalam penelitian ini adalah structural equation model SEM dengan bantuan software AMOS.

Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan variabel electronic word of mouth, brand awareness, brand image terhadap purchase intention, serta brand image berperan sebagai mediator antara electronic word of mouth, brand awareness dan purchase intention. Penelitian ini tentunya memiliki beberapa keterbatasan, sehingga penelitian selanjutnya disarankan untuk menggunakan variabel penelitian lainnya yang bertujuan untuk mendapatkan pengetahuan dan pemahaman baru dalam konteks transportasi online."

"Potential user merupakan orang yang secara potensial dapat menggunakan barang atau jasa tertentu, meskipun saat ini belum menggunakan. Partisipan penelitian ini adalah potential user bus TransJakarta (N=123). Metode yang digunakan adalah eksperimen dengan tipe field experiment dengan desain 2 (variasi eWOM: teks vs teks gambar) x 2 (citra merek: salience citra merek vs non-salience citra merek) faktorial between subject. Hasil penelitian menunjukkan bahwa terdapat pengaruh variasi eWOM terhadap intensi menggunakan bus TransJakarta (t=-9,262;p<0,05). Kelompok yang diberikan teks gambar tidak memiliki mean skor intensi menggunakan bus TransJakarta lebih tinggi dibandingkan kelompok yang diberikan teks (F(1,119)= 0,468; p>0,05). Kelompok yang diberikan salience citra merek tidak memiliki mean skor intensi menggunakan bus TransJakarta lebih tinggi dibandingkan kelompok yang tidak diberikan salience citra merek (F(1,119)= 3,084; p>0,05). Kelompok yang diberikan salience citra merek tidak berinteraksi secara signifikan dengan eWOM teks dan eWOM teks gambar terhadap intensi menggunakan bus TransJakarta (F(1,119)= 0,287; p>0,05). Variasi eWOM mempengaruhi intensi menggunakan bus TransJakarta, tetapi tidak dimoderasi oleh citra merek. Pengelola bus Transjakarta dapat menjadikan eWOM sebagai media komunikasi untuk meningkatkan intensi menggunakan bus TransJakarta pada potential user.

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Potential user is a person who can potentially use particular product or service, althougt there is currently. The participants of this study is the potential users by bus TransJakarta (N = 123). The method used is experiment with the type of field experiment with 2 (variation eWOM: vs. text caption) x 2 (the brand image: the image of the brand salience vs. non-salience brand image) between subject factorial design. Results showed that there eWOM variation effect to the intention to use Transjakarta (t = -9.262; p <0.05). There is no significant effect on the variable eWOM variation (F (1,119) = 0.468; p> 0.05), the groups that were given the text image does not have the intention to use Transjakarta, the scores higher than the group that was given the text. There is a no significant effect on the brand image variable (F (1,119) = 3.084; p> 0.05), the score of a given group of salience the brand image is not higher than the group that was not given salience brand image. There was no significant interaction effect between variation eWOM, and brand image (F (1,119) = 0.287; p> 0.05), the groups that were given salience the brand image does not interact significantly with eWOM text and captions to the intention to use Transjakarta. Variations eWOM affect the intention of using bus TransJakarta, but aren?t moderated by the brand image. Operation of bus Transjakarta can make eWOM as communication media to increase intention to use bus TransJakarta on potential users."

"Kelestarian lingkungan telah menjadi isu yang hangat dibahas di seluruh dunia. Maka dari itu, keberlanjutan perlu menjadi bagian integral dari pengembangan strategi perusahaan agar tetap relevan dan kompetitif pada iklim usaha saat ini. Industri sepatu global adalah industri yang masif dan diproyeksikan akan terus berkembang. Penelitian ini bertujuan untuk menganalisis secara empiris mengenai faktor-faktor yang secara langsung dan tidak langsung mendorong Green Purchase Intention. Sampel penelitian ini adalah konsumen yang pernah membeli produk sepatu dengan bahan dasar daur ulang dari 4 merek sepatu terbesar di dunia, yaitu Nike, Adidas, Skechers dan Puma di Indonesia.  Survei terhadap 188 responden dilakukan melalui kuesioner daring, dan data dianalisis dengan menggunakan Partial Least Squares Structural Equation Modelling (PLS-SEM). Hasil penelitian menunjukkan bahwa Green Brand Positioning dan Perceived Value memiliki pengaruh positif dan signifikan terhadap Green Purchase Intention. Penelitian ini juga menunjukkan bahwa terdapat efek moderasi Green Brand Knowledge pada pengaruh Green Brand Positioning dan Perceived Value terhadap Green Purchase Intention.

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Environmental sustainability has become a rising issue discussed throughout the world. Therefore, sustainability needs to be an integral part of developing corporate strategy to remain relevant and competitive in the current business climate. The global shoe industry is a massive industry and is projected to continue to grow. This study aims to empirically analyze the factors that directly and indirectly encourage Green Purchase Intention. The sample of this research is consumers who have purchased shoes with recycled materials from the 4 biggest shoe brands in the world, namely Nike, Adidas, Skechers and Puma in Indonesia. The survey of 188 respondents was conducted via an online questionnaire, and the data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the study show that Green Brand Positioning and Perceived Value have a positive and significant influence on Green Purchase Intention. This study also shows that there is a moderating effect of Green Brand Knowledge on the effect of Green Brand Positioning and Perceived Value on Green Purchase Intention."

"ABSTRAKPenelitian ini bertujuan untuk meneliti faktor determinan (driver) dari consumer-based halal brand equity yang diartikan sebagai preferensi terhadap salah satu merek dibanding dengan merek lain yang sejenis hanya dikarenakan atribut halal yang ditawarkan oleh sebuah merek. Penelitian ini menggunakan aspek religiusitas sebagai faktor kunci dalam menentukan faktor determinan dari consumer based halal brand equity, yang pada penelitian ini ditentukan oleh keterlibatan masa lalu mereka terhadap konsumsi halal serta keinginan konsumen dalam mencari manfaat spiritual dengan mengonsumsi produk produk bermerek halal. Penelitian ini menggunakan metode Structural Equation Modelling dimana pengambilan data menggunakan teknik single cross-sectional melalui bantuan kuesioner dengan sampel konsumen muslim di Indonesia. Hasil penelitian ini menunjukkan bahwa religiusitas (khususnya religiusitas intrinsik) adalah faktor kunci dalam menentukan perilaku konsumsi halal konsumen (consumer halal choice behavior) dan manfaat spiritual (self expressive religious benefit) yang merupakan pendorong ekuitas merek halal berbasis konsumen (consumer based halal brand equity). Studi ini menemukan consumer based halal brand equity lebih dipengaruhi oleh perilaku konsumsi halal konsumen (consumer halal choice behavior) daripada manfaat spiritual yang diperoleh dari mengonsumsi produk bermerek halal (self-expressive religious benefit). Studi ini juga menemukan bahwa logo halal sebagai variabel moderasi dapat memberikan kepercayaan tambahan atau bahkan menciptakan keraguan dalam konsumsi halal konsumen. Temuan ini penting bagi perusahaan multinasional yang beroperasi di negara dengan mayoritas populasi Muslim untuk menyediakan produk yang memenuhi kebutuhan konsumen Muslim yang dipengaruhi oleh aspek religiusitas.

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ABSTRACT

This study aims to examine the drivers of halal consumer-based halal brand equity which are interpreted as preferences for one brand compared to other similar brands only due to the halal attributes offered by a brand. This study uses aspects of religiosity as a key factor in determining the drivers of consumer-based halal brand equity, which in this study are determined by their past involvement in halal consumption and the desire of consumers to seek spiritual benefits by consuming halal-branded products. Furthermore, this study also uses halal logo as a moderating variable. This study uses the Structural Equation Modeling method. The samples are gathered by using single cross-sectional technique through online questionnaire with samples are muslim consumers in Indonesia. The results of this study indicate that religiosity (specifically intrinsic religiosity) is a key factor in determining consumer halal choice behavior and self-expressive religious benefit which are the driver of consumer based halal brand equity. This study found that consumer based halal brand equity largely depends on consumer halal choice behavior (their past involvement in halal consumption) rather than self expressive religious benefit (seeking for spiritual benefit). This study also found that halal logo as moderating can give additional confidence or even create doubt in consumers halal consumption. These findings are important for multinational companies which operating in a country with a majority of the Muslim population to provide products that meet the needs of Muslim consumers that can be influenced by aspects of religiosity."

"Saat ini, perusahaan didorong untuk mengembangkan strategi komunikasi pemasaran menggunakan media sosial. Media sosial adalah salah satu strategi pemasaran yang paling efektif untuk memasarkan produk mereka ke target konsumen yang luas melalui platform digital. Perusahaan e-commerce juga menggunakan media sosial untuk memberi pengaruh target konsumennya agar perusahaan mendapatkan target bisnis yang diinginkan. Online travel agency adalah salah satu jenis usaha e-commerce yang memiliki kinerja positif di Indonesia. Kondisi ini merupakan peluang besar bagi online travel agency untuk menggunakan media sosial untuk kegiatan komunikasi pemasaran mereka dalam meningkatkan kapitalnya. Namun, hal ini juga merupakan tantangan bagi perusahaan, karena banyak online travel agency yang bersaing menggunakan media sosial untuk menggapai target konsumennya. Penelitian ini bertujuan untuk menganalisis firm generated content evaluation di media sosial perusahaan dalam mempengaruhi repurchase intention konsumen. Ukuran sampel penelitian ini adalah 208 responden berusia 24-58 tahun, menggunakan Traveloka selama 1 tahun terakhir, dan telah melihat atau mengikuti media sosial Traveloka. Penelitian ini menggunakan metode Structural Equation Model dengan sistem SPSS AMOS untuk menganalisis data. Hasil penelitian ini menunjukkan bahwa firm generated content evaluation memiliki pengaruh positif terhadap brand awareness, attitudinal loyalty, dan electronic word of mouth motivation. Ditemukan juga bahwa attitudinal loyalty memiliki pengaruh positif terhadap repurchase intention.

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Nowadays, companies are encouraged to develop marketing communication strategy using social media. Social media is one of the most effective marketing strategies to market company products to wide consumer target by a digital platform. Online travel agency is one of the e-commerce type that has a positive performance in Indonesia. This condition is a great opportunity for them to use social media for marketing communication strategy to influence target consumers, get desired business target, and gain capital. However, it is also a challenge for them because many online travel agencies are using social media to touch their target consumers. This study aims to analyze firm generated content evaluation on company social media in influencing consumers repurchase intention. The sample size for this research is 208 respondents age of 24-58 years old, using Traveloka for the past 1 year, and have seen or follow Travelokas social media. This research uses Structural Equation Model method with SPSS AMOS system to analyze the data. The result shows that firm generated content evluation has a positive effect on brand awareness, attitudinal loyalty, and electronic word of mouth motivation. There is also a finding that attitudinal loyalty has a positive effect on repurchase intention."