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"The purpose-driven strategy telah menjadi salah satu keunggulan kompetitif yang digunakan oleh bisnis untuk menarik pasar. Meningkatnya minat terhadap produk yang berkelanjutan dan ramah lingkungan terlihat dalam perilaku konsumen, menunjukkan kesadaran mereka yang semakin meningkat terhadap fenomena terkini. Studi saat ini meneliti pengaruh green marketing awareness, perceived innovation, dan perceived price terhadap niat beli pelanggan dengan mempertimbangkan perceived value dari produk sebagai mediator di industri peralatan rumah tangga. Hipotesis yang diajukan diuji dengan menggunakan pendekatan structural equation modeling (PLS-SEM) terhadap total 282 responden yang dikumpulkan menggunakan teknik purposive sampling dan convenience sampling. Temuan menunjukkan bahwa green marketing awareness dan perceived innovation memiliki hubungan positif dengan niat beli konsumen melalui nilai yang dirasakan. Namun, hasilnya juga menyiratkan bahwa persepsi konsumen tentang harga produk peralatan rumah tangga hijau tidak memiliki hubungan dengan niat beli konsumen. Studi ini menawarkan wawasan praktis bisnis dalam mengembangkan strategi pemasaran hijau sebagai langkah strategis.

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The purpose-driven strategy has become one of the competitive advantages employed by businesses to attract the market. The increasing interest in sustainability and eco-friendly products is perceptible in the behavior of consumers, indicating their growing awareness of recent phenomena. The current study examined the effect of green marketing awareness, perceived innovation, and perceived price towards customer's purchase intention by considering consumers' perceived value of a product as the mediator in the home appliances industry. The proposed hypothesis was tested using the structural equation modelling (PLS-SEM) approach on a total of 282 respondents who were collected using both purposive and convenience sampling techniques. The findings indicated that the green marketing awareness and perceived innovation have a positive relationship with consumers purchase intention through perceived value. However, the result also implies that consumer's perception of green home appliances products' pricing has no relation to consumers purchase intention. This study offers businesses practical insights in developing a green marketing strategy as a strategic move."

"Perusahaan penyedia layanan internet di Indonesia saat ini tergolong banyak, khususnya pada penyedia layanan fixed broadband. Terdapat satu perusahaan yang mendominasi pasar fixed broadband, yaitu IndiHome. Dengan mempertimbangkan banyaknya penyedia layanan internet, niat peralihan pelanggan menjadi tantangan yang besar bagi IndiHome. Tujuan penelitian ini adalah untuk menganalisis pengaruh service failure severity dan agreeableness terhadap switchover intention melalui consumer forgiveness sebagai vairabel mediasi. Penelitian ini dilakukan pada pelanggan IndiHome di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data menggunakan metode survei dengan teknik purposive sampling terhadap populasi. Jumlah responden dalam penelitian ini adalah 206 responden yang didapatkan melalui online questionnaire. Hasil jawaban yang didapatkan dari responden diolah menggunakan SPSS melalui analisis statistik deskriptif, regresi bertingkat, dan bootstrapping untuk menguji pengaruh langsung dan pengaruh mediasi di antara variabel-variabel. Hasil penelitian ini menunjukkan bahwa service failure severity memiliki pengaruh positif langsung pada switchover intention dan juga memiliki pengaruh tidak langsung pada switchover intention melalui consumer forgiveness yang cenderung melemah. Sementara itu, agreeableness memiliki pengaruh negatif langsung pada switchover intention, dan secara tidak langsung juga menghambat switchover intention dengan membangkitkan consumer forgiveness.

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Currently, there are a lot of internet service providers in Indonesia, especially for fixed broadband service providers. There is one company that dominates the fixed broadband market, namely IndiHome. Considering the large number of internet service providers, the customers’ switching intention is a big challenge for IndiHome. The purpose of this research is to analyze the effect of service failure severity and agreeableness on switchover intention through consumer forgiveness as a mediating variable. This research is conducted on IndiHome consumers in Jabodetabek. This research uses a quantitative approach with data collection using a survey method with purposive sampling technique to the population. The number of respondents in this research are 206 respondents who were obtained through an online questionnaire. The results of the answers obtained from the respondents were processed using SPSS through descriptive statistical analysis, stratified regression, and bootstrapping to test the direct and mediating effect between variables. The results of this research indicate that service failure severity has a direct positive effect on switchover intention and also has an indirect effect on switchover intention through consumer forgiveness which it tends to weaken. On the other side, agreeableness has a direct negative effect on switchover intention, and it inhibits switchover intention indirectly too by stimulating consumer forgiveness."

"Tesis ini meneliti tentang pengaruh dari brand placement acceptance dan brand recall terhadap preference, purchase intention, consumer perceived value, dan loyalty. Dari keenam variabel tersebut, dibentuk dua model dengan target responden yang berbeda, yaitu responden bukan pengguna (non user) dan responden pengguna (user). Model non user untuk meneliti pengaruh brand placement acceptance dan brand recall terhadap preference dan purchase intention. Sedangkan untuk model user, diteliti mengenai pengaruh brand placement acceptance dan brand recall terhadap consumer perceived value dan loyalty. Data berasal dari responden usia muda, dimana 100 responden non user dan 130 responden user. Hasil penelitan menunjukkan bahwa brand placement acceptance berpengaruh terhadap brand recall, preference, consumer perceived value. Sedangkan brand recall berpengaruh terhadap preference, consumer perceived value, dan loyalty.

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This thesis examines the effect of brand placement acceptance and brand recall on preference, purchase intention, consumer perceived value, and loyalty. From six variables, researcher formed two models for different respondent, that is no user and user. Non user model examines the effect of brand placement acceptance and brand recall on preference and purchase intention. User model examines the effect of brand placement acceptance and brand recall on consumer perceived value and loyalty. Data were obtained from young respondents, whereas 100 non user respondents and 130 user respondents. The result of this study showed that brand placement acceptance have direct influence on brand recall, preference, consumer perceived value. Then brand recall have direct influence on consumer perceived value, and loyalty."

"Daging sapi bagi masyarakat Indonesia merupakan salah satu diantara 10 kebutuhan pokok lainnya yang permintaannya terus meningkat dari tahun ke tahun. Harga daging sapi cenderung tinggi dan menjadi tidak terkendali terutama pada hari besar keagamaan, oleh karena ketersediaan daging sapi nasional yang tidak mampu mencukupi permintaan tersebut. Berbagai upaya telah dilakukan oleh Pemerintah selaku stabilisator harga dimana salah satunya adalah menugaskan Perum BULOG untuk melakukan importasi daging sapi beku frozen. Meskipun harga daging sapi beku yang dijual Perum BULOG lebih rendah dari harga daging sapi di pasaran, masyarakat masih enggan beralih untuk membelinya.Minat konsumen untuk membeli daging sapi beku, akan dianalisis dalam penelitian ini dengan mengacu pada Theory of Planned Behavior TPB, yang menyatakan bahwa minat beli Purchase Intention dipengaruhi oleh sikap terhadap produk tersebut Attidute toward frozen beef. Adapun variabel yang mempengaruhi sikap terdiri dari kandungan nutrisi nutritional content, daya tarik indrawi sensory appeal dan harga price. Survey dilakukan secara online kepada 536 responden dengan status WNI yang bertempat tinggal di wilayah indonesia dan di beberapa negara tetangga. Responden merupakan pembeli dan pengambil keputusan untuk membeli daging sapi dengan dengan rentang usia 20-50 tahun. Penelitian menggunakan metode Structural Equation Model SEM yang membuktikan bahwa nutritional content, sensory appeal dan price berpengaruh terhadap purchase intention dan di mediasi oleh attitude toward frozen beef.

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Beef is one of the basic needs of Indonesian society. The demand continues to increase from year to year. Since there is an imbalance between demand and supply, the price of meat becomes higher and tend to be out of control especially on certain religious holidays. In this condition, government will assigned Perum BULOG importing frozen beef. However, the lack of public understanding of frozen beef encourages them to choose fresh beef rather than frozen one although the price offered is lower. Therefore, the aim of this study is to analyze the factors affecting the intention to purchase frozen beef mediated by the attitude toward frozen beef, refer to Theory of Planned Behavior TPB .Several factors were tested, namely nutritional content, sensory appeal, and price. The method in this study is quantitative with a questionnaire to buyers and decision makers in buying frozen beef. The respondents are Indonesian citizens 20 50 years old, reside in Indonesia and foreign country. SEM were used in data analysis with the results which indicate the higher consumer perceptions of nutritional content, sensory appeal, and price, lead the higher the attitude towards frozen beef and in turn increase purchase intention."

"Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang mempengaruhi niat pembelian dalam aplikasi menggunakan perceived value dan loyalty. Sampel yang penulis gunakan adalah orang Indonesia yang aktif bermain Mobile Legend selama enam bulan terakhir. Penelitian ini menggunakan Structural Equation Modeling (SEM) untuk mengolah data. Hasilnya menunjukkan bahwa purchase intention pemain untuk melakukan pembelian dalam aplikasi secara signifikan dipengaruhi oleh loyalty mereka terhadap game seluler. Perceived value yang dirasakan dari game seluler (playfulness, connectedness, access flexibility, dan reward) memiliki dampak langsung terhadap loyalty semua pemain kategori paying group tetapi memiliki efek minimal pada purchase intention pengguna yang masuk dalam kategori non-paying group. Secara khusus, penelitian kami menunjukkan perbedaan antara pengguna paying dan non-paying. Studi ini memberikan pengetahuan yang lebih dalam tentang bagaimana nilai permainan mempengaruhi loyalty semua pemain dan niat pembelian pemain berbayar dan gratis. Selain itu, penelitian ini menawarkan wawasan tentang strategi pemasaran game seluler.

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This study aims to identify the factors that influence the in-app purchase intention using perceived value and loyalty. The samples that the author use are Indonesians that actively playing Mobile Legend for the last six months. This research is using Structural Equation Modelling (SEM) to process the data. The results indicate that a player's intention to make an in-app purchase is significantly influenced by their loyalty to a mobile game. The perceived values of the game (playfulness, connection, access flexibility, and reward) have a direct impact on the loyalty of all paying players but appear to have minimal effect on the purchase intentions of non-paying users. Specifically, our research showed distinctions between paying and non-paying users. This study provides a deeper knowledge of how the game's values affect the loyalty of all players and the purchase intentions of paying and free players. In addition, this study offers insights into mobile game marketing strategies."

"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."