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"Skripsi ini membahas tentang faktor-faktor yang mempengaruhi sikap konsumen di Jakarta terhadap pembelian barang-barang luxury fashion dan melihat ada atau tidaknya pengaruh dari sikap konsumen terhadap intensi pembelian barang-barang luxury fashion. Pengolahan data dalam penelitian ini menggunakan analisis regresi dalam program SPSS 20. Hasil penelitian ini menunjukkan bahwa brand consciousness, materialism, dan fashion involvement terbukti secara positif mempengaruhi sikap konsumen di Jakarta terhadap pembelian barang-barang luxury fashion. Hasil penelitian ini menunjukkan adanya pengaruh yang signifikan antara sikap terhadap pembelian barang-barang luxury fashion dengan intensi pembelian barang-barang luxury fashion.

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This thesis analyzes factors influencing Jakarta's consumer attitudes towards purchasing luxury fashion goods and predicts the influence of attitudes on the intention to buy these luxury items. The data collected was processed with SPSS 20, using factor analysis and regression method.

The results of this research indicates that brand consciousness, materialism, and fashion involvement proved to positively influence consumer attitudes in Jakarta towards the purchase of luxury fashion goods. The results shows that a significant relationship between attitudes toward luxury fashion goods with the purchase intention of buying luxury fashion goods."

"ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh kenikmatan naratif dan kesadaran persuasi di webseries terhadap sikap konsumen.Saat ini, banyak perusahaan di Indonesia menggunakan webseries sebagai strategi pemasaran konten dan ini menjadi tren. Sayangnya, penelitian tentang webseries sebagai content marketing masih terbatas. Populasi dalam penelitian ini adalah pengguna media sosial yang telah menyaksikan iklan dalam bentuk webseries di internet. Sampel yang diambil sebanyak 200 responden menggunakan teknik non probability sampling dengan pendekatan accidental sampling yaitu dengan cara menyebarkan kuesioner secara online. Penelitian ini merupakan alat yang berguna bagi paramanajer, pemasar dan pelakubisnis yang memanfaatkan media online. Hasil penelitian menunjukkan bahwa narrative enjoyment dan attitude toward the actor memiliki pengaruh positif terhadap attitude toward the webseries. Sedangkan persuasion awareness memiliki pengaruh negatif terhadap attitude toward the webseries dan attitude toward the brand secara negatif, sedangkan attitude toward the webseries mempengaruhi attitude toward the brand secara positif. Tesis ini ditulis sebagai bagian dari program Magister Manajemen dan diharapkan dapat menjadi alat yang berguna bagi para manajer, pemasar dan pelaku bisnis yang memanfaatkan media online.

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ABSTRACTThis study aims to determine the effect of narative enjoyment and persuasion awareness in webseries on consumer rsquo s attitude. Currently, a lot of company in Indonesia using webseries as content marketing strategy and it rsquo s becoming a trend. Unfortunately, the research about webseries as content marketing is still limited. The population in this study is the social media users who have watched the advertisement in the form of webseries on the internet. Samples to be taken as many as 200 respondents using non probability sampling technique with accidental sampling approach that is by distributing questionnaires online.The results showed that the narrative enjoyment and attitude toward the actor had a positive effect on the attitude toward the webseries. While persuasion awareness has a negative influence on attitude toward the webseries and attitude toward the brand. And attitude toward the webseries give positive effect on attitude toward the brand. This thesis is written as part of the Master of Management program and is expected to be a useful tool for managers, marketers and businesspeople utilizing online media. "

"Pertumbuhan industri akomodasi home-sharing dalam beberapa tahun terakhir mengalami peningkatan yang signifikan. Co-living salah satu industri home-sharing menjadi tren yang menarik dalam real estate perkotaan karena menawarkan fleksibilitas dan adanya akomodasi bersama (share accommodation). Niat untuk memesan akomodasi co-living menjadi faktor penting dalam keberhasilan bisnis home-sharing khususnya pada layanan co-living. Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi guest booking intention dengan menggunakan teori atribusi yang terdiri dari variabel reputation, trust, price consciousness, dan perceived value. Penelitian ini menggunakan jenis penelitian eksplanatif dengan pendekatan kuantitatif melalui penyebaran kuesioner secara online kepada 155 masyarakat di JABODETABEK yang pernah menggunakan co-living. Analisis data penelitian menggunakan regresi linear sederhana dan uji sobel dengan hasil terdapat pengaruh positif dan signifikan antar variabel reputation, trust, price consciousness, dan perceived value terhadap guest booking intention. Selanjutnya, penelitian juga menemukan bahwa reputation memiliki pengaruh positif terhadap guest booking intention yang dimediasi oleh trust. Selain itu, price consciousness berpengaruh positif terhadap guest booking intention yang dimediasi oleh perceived value.

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The growth of the home-sharing accommodation industry in recent years has increased significantly. Co-living, one of the home-sharing industries, has become an attractive trend in urban real estate because it offers flexibility and shared accommodation. The intention to book co-living accommodation is an important factor in the success of the home-sharing business, especially in co-living services. This study aims to analyze the factors that influence guest booking intention using attribution theory, which consists of reputation, trust, price consciousness, and perceived value variables. This research uses an explanatory type of research with a quantitative approach by distributing online questionnaires to 155 people in JABODETABEK area who have used co-living. Research data analysis using simple linear regression and the Sobel test shows a positive and significant influence between reputation, trust, price consciousness, and perceived value variables on guest booking intention. Moreover, the study also found that reputation has a positive influence on guest booking intention mediated by trust. Additionally, price consciousness has a positive effect on guest booking intention which is mediated by perceived value."

"Adanya pandemi memaksa masyarakat untuk beradaptasi dengan banyak hal, salah satunya jual beli online. Produk fashion menjadi salah satu produk yang paling banyak dibeli secara online di Indonesia selama masa COVID-19. Namun, membeli produk secara online membutuhkan banyak pertimbangan karena konsumen tidak bisa menilai secara langsung produk yang akan dibeli. Penelitian ini bertujuan untuk menguji pengaruh information adoption, perceived e-WOM credibility, gender, online brand experience, website design and layout, dan online brand familiarity terhadap online purchase behavior konsumen merek pakaian fashion lokal di Indonesia. Selain itu, penelitian ini juga ingin mengetahui pengaruh central route dan peripheral route terhadap information adoption. Sebanyak 283 responden yang pernah membeli produk pakaian fashion merek lokal melalui website selama masa COVID-19 berhasil dikumpulkan dan kemudian dianalisis menggunakan Smart Partial Least Square (SmartPLS). Hasil penelitian ini memvalidasi Elaboration Likelihood Model yang menunjukkan bahwa central route dan peripheral route memiliki hubungan positif dengan information adoption. Selain itu, information adoption mempengaruhi perilaku pembelian online dan dapat dimediasi oleh perceived e-WOM credibility. Selanjutnya, online brand experience memiliki pengaruh yang signifikan terhadap online purchase behavior dan dapat dimediasi oleh online brand familiarity. Terakhir, gender dan website design and layout tidak memiliki pengaruh yang signifikan sebagai variabel moderasi antara perceived e-WOM credibility dan online purchase behavior, dan antara online brand experience dan online purchase behavior.

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The existence of a pandemic forces people to adapt to many things, one of which is buying and selling online. Fashion products are one of the most purchased products online in Indonesia during the COVID-19 period. However, buying products online requires a lot of consideration since consumers cannot directly judge the products to be purchased. This study aims to examine the influence of information adoption, perceived e-WOM credibility, gender, online brand experience, website design and layout, and online brand familiarity on consumer online purchase behavior of local fashion clothing brands in Indonesia. In addition, this study also intends to determine the influence of central route and peripheral route on information adoption. A total of 283 respondents who have experienced of purchasing local fashion clothing brand products through websites during COVID-19 period were successfully collected and then analyzed using the Smart Partial Least Square (SmartPLS). The results of this study validate Elaboration Likelihood Model, which show that central route and peripheral route have positive relationship with information adoption. In addition, information adoption influences online purchase behavior and can be mediated by perceived e-WOM credibility. Furthermore, online brand experience has a significant influence on online purchase behavior and can be mediated by online brand familiarity. Lastly, gender and website design and layout do not have any significant influence as moderating variables between perceived e-WOM credibility and online purchase behavior, and between online brand experience and online purchase behavior."

"Penggunaan teknologi berbasis internet telah merubah perilaku konsumsi masyarakat Indonesia. Saat ini masyarakat lebih cenderung untuk melakukan pembelian barang melalui aplikasi pada smartphone mereka. Tidak terkecuali dalam membeli bahan makanan, dimana saat ini sudah banyak aplikasi mobile grocery shopping yang menyediakan layanan tersebut. Namun, penggunaan logo halal pada laman penjualan produk di aplikasi mobile grocery shopping masih sangat terbatas. Hal tersebut menjadi dilema terhadap konsumen muslim Indonesia yang membutuhkan kepastian atas kehalalan produk yang dikonsumsinya. Penelitian ini menggunakan model Technology Acceptance Model (TAM) yang diperluas untuk menganalisis penerimaan dan perilaku penggunaan aplikasi mobile grocery shopping oleh konsumen Muslim Indonesia. Pemilihan sampel penelitian dilakukan dengan metode purposive sampling dan data yang diolah sebanyak 234 responden yang pernah menggunaakan aplikasi mobile grocery shopping dalam waktu tiga bulan terakhir. Penyebaran kuesioner penelitian dilakukan secara daring dan analisis data dilaksanakan dengan pendekatan Partial Least Square- Structural Equation Modelling (PLS-SEM). Hasil penelitian menunjukkan bahwa konstruk TAM berpengaruh pada perilaku penggunaan aplikasi mobile grocery shopping. Sikap terhadap penggunaan aplikasi mobile grocery shopping memiliki pengaruh yang memediasi antara persepsi kegunaan dan persepsi kemudahan dengan intensi penggunaan. Selain itu sikap terhadap penggunaan aplikasi mobile grocery shopping ditemui memediasi secara penuh hubungan antara penggunaan halal logo dengan intensi penggunaan. Penelitian ini juga menemukan bahwa visibilitas dan persepsi kesenangan berimplikasi berpengaruh terhadap persepsi kegunaan. Selain itu persepsi kesenangan juga berpengaruh terhadap persepsi kemudahan. Namun norma subjektif, persepsi resiko, dan penggunaan halal logo tidak mempengaruhi intensi penggunaan aplikasi mobile grocery shopping secara langsung.

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The use of internet-based technology has changed the consumption behavior of Indonesian people. Nowadays people are more inclined to make purchases of goods through applications on their smartphones. There are no exceptions in buying groceries, where currently there are many mobile grocery shopping applications that provide these services. However, the use of the halal logo on product sales pages in the grocery shopping mobile application is still very limited. This is a dilemma for Indonesian Muslim consumers who need certainty about the halalness of the products they consume. This study uses an extended Technology Acceptance Model (TAM) to analyze the acceptance and behavior of using mobile grocery shopping applications by Indonesian Muslim consumers. The selection of the research sample was carried out by purposive sampling method and the data were processed as many as 234 respondents who had used the mobile grocery shopping application in the last three months. The distribution of research questionnaires was carried out online and data analysis was carried out using the Partial Least Square-Structural Equation Modeling (PLS-SEM) approach. The results showed that the TAM construct had an effect on the behavior of using the grocery shopping mobile application. Attitudes towards the use of mobile grocery shopping applications have a mediating effect between perceived usefulness and perceived ease of use with usage intentions. In addition, attitudes towards the use of mobile grocery shopping applications were found to fully mediate the relationship between the use of halal logos and usage intentions. This study also found that visibility and perceived pleasure had implications for perceived usefulness. In addition, the perception of pleasure also affects the perception of ease. However, subjective norms, risk perception, and the use of halal logos do not directly affect the intention to use the grocery shopping mobile application."

"ABSTRAKPermintaan yang lebih tinggi pada bulan Ramadan dibandingkan bulan-bulan lainnya menyebabkan inflasi yang terjadi di bulan ramadan selalu diwaspadai oleh otoritas pemantau dan pengendali inflasi di Indonesia. Inflasi ramadan merupakan paradoks bagi muslim Indonesia karena seharusnya bulan Ramadan menjadi momen untuk mengurangi konsumsi dimana puasa mengharuskan muslim menahan lapar dan haus selama sebulan penuh. Namun faktanya setiap tahun selalu terjadi lonjakan harga yang tak biasa. Rasionalitas perilaku konsumen muslim Indonesia diuji dalam penelitian ini dengan melihatnya dari sudut pandang inflasi dan rasionalitas tersebut didasarkan pada rasionalitas yang ada pada ajaran agama islam. Metodologi penelitian dalam melihat pengaruh inflasi adalah dengan menggunakan regresi model ARMAX. Hasil penelitian ini menunjukkan bahwa inflasi ramadan di Indonesia berpengaruh signifikan terhadap inflasi tahunan dan inflasi ramadan yang terjadi di provinsi-provinsi dengan penduduk mayoritas muslim di Indonesia justru menyumbang pengaruh yang signifikan terhadap inflasi tahunan Indonesia. Sebaliknya, mayoritas provinsi dengan penduduk minoritas muslim tidak memiliki pengaruh yang signifikan dalam inflasi ramadannya terhadap inflasi tahunan Indonesia. Pada akhirnya, kesimpulan penelitian ini adalah perilaku konsumen muslim Indonesia di bulan Ramadan yang dilihat dari sudut pandang inflasi belum rasional.

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ABSTRACTHigher demand in the month of Ramadan compared to other months caused inflation in the month of Ramadan to be constantly monitored by the authority of monitoring and controlling of inflation in Indonesia. Ramadan inflation is a paradox for Indonesian Muslims because it should be a moment to reduce consumption where fasting requires Muslims to endure hunger and thirst for a whole month. But the fact is that every year there is always an unusual price jump. The rationality of the behavior of Indonesian Muslim consumers is tested in this study by looking at it from the inflation point of view and the rationality is based on the rationality that exists in Islamic religion. The research methodology in looking at the effect of inflation is by using ARMAX model regression. The results of this study shows that Ramadan inflation in Indonesia has a significant effect on the annual inflation and the ramadan inflation occurring in the provinces with the majority Muslim population in Indonesia actually contribute a significant influence to the annual inflation of Indonesia. In contrast, the majority of provinces with Muslim minority populations do not have a significant influence in their ramadan inflation on Indonesia 39 s annual inflation. In the end, the conclusion of this study is the behavior of Indonesian Muslim consumers in the month of Ramadan seen from the perspective of inflation is not rational."

"Penelitian ini bertujuan untuk mengetahui apakah persepsi nutritional value, sensory appeal, price, dan health consciousness mempengaruhi attitude konsumen terhadap frozen chicken nugget dan purchase intention, dimana persepsi tersebut dimediasi oleh sikap konsumen terhadap frozen chicken nugget dan apakah hal tersebut mempengaruhi keputusan konsumen dalam membeli frozen chicken nugget di wilayah Jabodetabek. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 348 responden yang merupakan pembeli dan pengambil keputusan dalam melakukan pembelian frozen chicken nugget yang berusia lebih dari 18 tahun di wilayah Jabodetabek. Dalam pengolahan data penelitian ini menggunakan metode structural equation modelling (SEM). Hasil dari penelitian ini menunjukkan bahwa perceived nutritional content berpengaruh terhadap attitude toward frozen chicken nugget yang secara tidak langsung mempengaruhi purchase intention dan perceived sensory appeal berpengaruh secara langsung terhadap purchase intention konsumen terhadap frozen chicken nugget.

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This study aims to determine whether perceptions of nutritional value, sensory appeal, price, and health consciousness affect consumer attitudes towards frozen chicken nuggets and purchase intentions, where these perceptions are mediated by consumer attitudes toward frozen chicken nuggets and whether these affect consumer decisions to buy frozen chicken nuggets in Jabodetabek area. This study uses a quantitative method by distributing questionnaires to 348 respondents who are buyers and decision makers in purchasing frozen chicken nuggets aged over 18 years in Jabodetabek area. In processing the data of this study using the method of structural equation modeling (SEM). The results of this study indicate that perceived nutritional content affects attitudes toward frozen chicken nuggets which indirectly affect purchase intention and perceived sensory appeal directly affects consumer purchase intentions towards frozen chicken nuggets."

"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."