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"Penelitian ini membahas mengenai hedonic shopping value yang terdiri dari novelty, fun, escapism, dan praise terhadap sikap konsumen terhadap kegiatan belanja online atau attitude toward online purchasing dan intensi pembelian produk diskon atau discounted product purchase intention dalam konteks single days discount atau biasa disebut dengan Harbolnas di Indonesia. Penelitian ini melaksanakan survei kepada 229 responden dari kelompok umur yang lahir pada tahun 1968 hingga 2006 dan berdomisili di Jabodetabek (Jakarta, Bogor, Depok, Tangerang, dan Bekasi). Metode penyebaran kuesioner dilakukan secara online menggunakan Google Form dan dianalisis menggunakan Structural Equation Modelling (SEM) dengan software pengolahan data LISREL 8.51. Hasil penelitian menunjukkan bahwa dalam attitude toward online purchase, variabel yang terbukti signifikan memengaruhi terdiri dari novelty, fun, praise, dan juga escapism. Dalam discounted product purchase intention, variabel attitude toward online purchase terbukti signifikan memengaruhi.

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This study investigated hedonic shopping value consisting of novelty, fun, escapism, and praise on consumer attitudes towards online purchasing activities and discounted product purchase intentions in the context of single days discount or commonly referred to as Harbolnas in Indonesia. This study conducted a survey of 229 respondents from age group born from 1968 to 2006 and domiciled in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi). The method of distributing questionnaires is done online using Google Form and analyzed using Structural Equation Modeling (SEM) with data processing software LISREL 8.51. The results of this study shows that in attitude toward online purchases, the variables that have been shown to have a significant influence consist of novelty, fun, praise, and also escapism. In discounted product purchase intention, the attitude toward online purchase is proven to have a significant influence."

"Penelitian ini bertujuan untuk menguji pengaruh motivasi belanja utilitarian dan motivasi belanja hedonic terhadap purchase intention pada konsumen belanja online. Partisipan penelitian ini merupakan mahasiswa yang pernah berbelanja online, sejumlah 289 orang. Motivasi belanja utilitarian dan motivasi belanja hedonic diukur dengan alat ukur Utilitarian Motivation dan Hedonic Motivation yang disusun oleh Tsao dan Chang (2010). Purchase intention diukur dengan alat ukur Purchase Intention yang disusun oleh Topaloglu (2012). Hasil utama penelitian ini menunjukkan bahwa motivasi belanja utilitarian dan motivasi belanja hedonic memiliki pengaruh yang signifikan terhadap purchase intention pada konsumen belanja online. Walaupun kedua motivasi ini memiliki pengaruh yang signifikan, motivasi belanja utilitarian lebih mempengaruhi purchase intention pada konsumen belanja online dibandingkan motivasi belanja hedonic.

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This research aimed to examine the influence of utilitarian and hedonic shopping motivations on purchase intention among online shopping consumer. Participants of this research were undergraduate students who have online shopping experience, with the amounts of 289 participants. Utilitarian and hedonic shopping motivations were measured using Utilitarian and Hedonic Motivation measurement items developed by Tsao and Chang (2010). Purchase intention was measured using Purchase Intention measurement items developed by Topaloglu (2012).

The main result of this research showed that utilitarian and hedonic shopping motivations have significant impact on purchase intention among online shopping consumer. While both of these motivations have significant impact, utilitarian shopping motivation has more influence on purchase intention than hedonic shopping motivation among online shopping consumer."

"Studi ini bertujuan untuk mengetahui faktor apa yang mendorong seorang konsumen millennials melakukan perilaku self-gifting, didasari oleh studi terdahulu yang menjelaskan bahwa hedonic shopping traits dan indulgence merupakan dua faktor yang mempengaruhi terjadinya self-gifting. Selain itu, penelitian ini juga ingin mengetahui apakah terdapat pengaruh positif keempat kategori self-gift terhadap terjadinya post purchase regret. Menggunakan metode analisis structural equation modelling SEM, penelitian ini membuktikan bahwa terdapat hubungan positif antara hedonic shopping traits dan indulgence terhadap keempat kategori self-gift, kecuali pada hedonic shopping traits terhadap self-gift celebratory. Dapat disimpulkan pula bahwa keempat jenis self-gift tidak menyebabkan terjadinya post-purchase regret pada konsumen millennials.

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This study addressed to analyze the antecedent factors that drives millennials consumers to execute self gift behavior. Previous study emphasize the role of hedonic shopping traits and indulgence towards self gift behavior execution on millennials consumers, ranging from 18 38 years old. Furthermore, this study wants to proof that there are actually positive relationships between four kind of self gift towards post purchase regret.

Using structural equation modelling on Lisrel 8.51, the result shows that there are positive and significant relationship between hedonic shopping traits and indulgence towards four category of self gift, except hedonic shopping traits toward celebratory self gift. Furthermore, there are negative relationship between four category of self gift towards post purchase regret."

"ABSTRAK Zaman yang serba modern dan cepat mengubah cara masyarakat dalamberaktivitas tidak terkecuali dalam aktivitas belanja. Perkembangan teknologi internetdan mobile applications yang terdapat pada telepon pintar membuat aktivitas belanjamenjadi mudah dengan metode belanja secara online atau biasa disebut e-commerce.Berbagai kemudahan yang ditawarkan oleh e-commerce membuat pergeseran gayahidup berbelanja semakin terlihat terutama untuk produk fashion. Penelitian inimemiliki tujuan menganalisis pengaruh functionalperformance/usefulness, hedonicperformance/enjoyment, product risk, dan internet usage terhadap online purchaseintensity kelompok early adopters dan late adopters. Sampel yang terlibat di dalampenelitian ini adalah konsumen yang pernah berbelanja secara online minimal satukali dalam 6 (enam) bulan terakhir. Data diolah dengan menggunakan metodestructural equation modelling. Penelitian ini membuktikan bahwa functionalperformance/usefulness dan internet usage memiliki pengaruh positif yang signifikanterhadap online purchase intensity. Namun, pada hedonic performance/enjoyment danproduct risk tidak terbukti bahwa kedua variabel tersebut memiliki pengaruh positifterhadap online purchase intensity.

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ABSTRACT Modern era and fast paced changing the way of people activity includingshopping activity. Development of internet technology and mobile applicationscontained on the smart phone make the shopping activity becomes easier with onlineshopping methods or so called e-commerce. Various facilities offered by the ecommercemake shopping lifestyle shift increasingly visible mainly for fashionproducts. This research has the purpose to analyze the effect of functionalperformance / usefulness, hedonic performance / enjoyment, product risk, andinternet usage towards online purchase intensity on early adopters and late adopters.Samples were involved in this study is a consumers that have ever shopped online atleast once in 6 (six) months. The data is processed by using structural equationmodelling. This study proves that functional performance/usefulness and internetusage has a significant positive effect on online purchase intensity. However, thehedonic performance/enjoyment and product risk is not evident that these twovariables have a positive effect on online purchase intensity."

"Penelitian ini mengungkapkan pengaruh Approach dan Avoidance motivation terhadap konsumsi hedonis. Sejauh ini banyak penelitian yang berusaha mengungkap penyebab sikap positif terhadap retail seperti berlama-lama di dalam toko, intensintas belanja kembali yang tinggi dan sebagainya. Serta meneliti apa yang memicu sikap negatif terhadap toko seperti tidak betah, enggan mengunjungi toko, dsb. Penelitian ini berusaha mengungkapkan apakah ada pengaruh antara dua sifat dasar manusia terhadap konsumsi hedonis. Penelitian ini juga menunjukkan perbedaan antara pria dan wanita. Hasil dari penelitian ini menunjukkan bahwa approach motivation benar mempengaruhi hedonic shopping value konsumen department store. Sedangkan avoidance motivation tidak mempenagruhi hedonic shopping value konsumen department store.

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This study reveals the influence of approach and avoidance motivation for hedonic consumption. So far a lot of research trying to uncover the cause of a positive attitude towards retail such as lingering in the store, shopping intensity, etc. As well as examining what triggered negative attitude toward the store such as uncomfortable feeling while shopping, reluctant to visit the store, etc.

This study tried to reveal whether there is influence between two basic human motivations to hedonic consumption. This study also shows the differences between men and women in hedonic shopping. The results of this study indicate that the approach motivation really affect hedonic shopping value in department store customers. Otherwise avoidance motivation does not affect hedonic shopping value."

"Bisnis berbentuk e-commerce di Indonesia tumbuh dengan pesat, salah satu e-commerce terbesar di Indonesia adalah Lazada, yang memiliki marketshare dan tingkat awareness tersbesar diantara e-commerce lainnya. Namun, persaingan Lazada ke depan akan semakin ketat, dan mempertahankan konsumen menjadi permasalahan utama bagi Lazada. Oleh karena itu penelitian ini bertujuan untuk menganalisis pengaruh e-shopping value dan transaction cost (information searching cost, moral hazard cost, spesific asset investment) sebagai faktor-faktor yang mempengaruhi repurchase intention belanja online. Sampel penelitian ini adalah konsumen yang pernah berbelanja di Lazada.co.id dalam kurun waktu enam bulan terakhir. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil penelitian ini menunjukkan bahwa e-shopping value memiliki pengaruh positif yang signifikan terhadap repurchase intention. Sementara itu, moral hazard cost memiliki pengaruh negatif yang signifikan terhadap repurchase intention, sedangkan information searching cost dan spesific asset investment tidak memiliki pengaruh yang signfikan terhadap repurchase intention. Disamping itu, information searching cost memiliki pengaruh negatif yang signfikan terhadap e-shopping value, sedangkan moral hazard cost dan spesific asset investement tidak memiliki pengaruh yang signifikan terhdap e-shopping value.

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E-commerce in Indonesia is growing rapidly, one of the largest e-commerce in Indonesia is Lazada, which has the largest marketshare and the highest level of awareness of e-commerce among others. However, Lazada competition in the future will be more competitve, and retain customers become a major problem for Lazada and other e-commerce. Therefore, this study aimed to analyze the influence of e-shopping value and transaction costs (information searching costs, moral hazard cost, the specific asset investment) as factors that affect the repurchase intention of online shopping. The sample was consumers who ever shopped at Lazada.co.id within the last six months. The data is processed by using Structural Equation Modeling. These results indicate that e-shopping value has a positive effect on repurchase intention. Meanwhile, the cost of moral hazard have a significant negative effect on repurchase intention, while searching information and the specific asset investment cost doesn?t have a signiffficant effect on repurchase intention. In addition, information searching cost has significantly negative effect on the value of e-shopping, while moral hazard and the specific cost of assets Investments does not have a significant effect terhdap e-shopping value."

"Rebranding adalah sebuah strategi marketing yang lumrah dilakukan oleh banyak perusahaan, terutama saat ada situasi dimana sebuah perusahaan diakuisisi oleh perusahaan lainya. Dalam situasi tersebut strategi rebranding menjadi sangat penting untuk diterapkan demi mendapatkan kepercayaan konsumen untuk terus menggunakan produk atau jasa yang ditawarkan. Dalam penelitian ini, dapat dilihat faktor-faktor yang dapat mempengaruhi tingkat kepercayaan konsumen dengan keinginan pembelian. Faktor yang mempengaruhi tingkat kepercayaan pada proses rebranding terlihat dari sikap skeptis dan resistensi terhadap perubahan yang membentuk brand attitude seseorang. Dalam penelitian ini, hubungan yang ditimbulkan antara sikap skeptis dan resistensi dapat dibuktikan dan bersifat positif. Rasa keingintahuan menjadi faktor penting untuk mempengaruhi tingkat resistensi. Pada penelitian ini terlihat hubungan yang signifikan dan bersifat negatif antara rasa keingintahuan seseorang dengan resistensi yang dimiliki. Pada akhirnya, resistensi akan mempengaruhi sikap yang dimiliki oleh seorang konsumen pada saat rebranding terjadi. Dari sikap yang dimiliki oleh seseorang tersebut, terbentuk tingkat keinginan pembelian yang tinggi pada sebuah merek.

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Rebranding is a common marketing strategy undertaken by many companies, especially when there is a situation where a company acquired by other companies such as merger and acquisition. In such a situation, it becomes very important for a rebranding strategy to be applied correctly in order to obtain the trust of consumers to continue to use the product or service being offered and develop a favorable attitude towards brand. In this study, there are factors that will affect the level of consumer trust and purchase intention. Factors that influence the level of trust will be shown and driven by skepticism and resistance to change that will shape a customers's brand attitude.

In this study, the relationship arising between skepticism and resistance can be proven positive. Curiosity becomes an important factor to influence the level of resistance. The study shows, there is a significant relationship between curiosity and resistance and the relationship is negative. It means the more curiosity shown by the customer, the less resistance he or she will have toward a brand that undergoes changes. In the end, resistance will affect the attitude towards brand when undergoes rebranding process. This attitude will proved center reason why a customer use the service in the website and generates transaction in the future."

"[ABSTRAKPenggunaan online shopping, khususnya di bidang fashion, sebagai salah satupemenuhan kebutuhan masyarakat Indonesia memiliki proses penerimaan yangkompleks berdasarkan perilaku konsumen yang late adopters, risk averse, sociallyoriented, dan impulsive buyers. Salah satu model behavior yang sesuai denganperilaku konsumen tersebut adalah Schwartz Motivational Value. Penelitian inidikhususkan pada responden yang pernah melakukan pembelian secara online diZalora selama tiga bulan terakhir dan diolah menggunakan metode StructuralEquation Modelling untuk memperoleh value apa saja yang mempengaruhi behaviorkonsumen dalam mengadopsi online shopping, sehingga diketahui sejauh manakonsumen menerima online shopping melalui framework technology adoptionlifecycle serta dapat memberikan rekomendasi terkait strategi marketing perusahaane-commerce. Hasil penelitian menunjukkan bahwa grup konsumen socially orienteddan impulsive buyers yang secara signifikan memanfaatkan resources internet dalammelakukan online shopping, namun pada saat yang sama grup konsumen sociallyoriented merasakan ketidakyamanan dalam melakukan online shopping. Selain itu,dengan adanya resources dalam melakukan online shopping tidak serta mertamembuat konsumen sering melakukan online shopping dan berdampak pada uangyang dikeluarkan, akan tetapi adanya ketidaknyamanan justru berdampak signifikanterhadap frekuensi online shopping yang dilakukan konsumen serta uang yangdikeluarkan. Oleh karena itu, berdasarkan hasil penelitian ini dapat disimpulkanbahwa konsumen Zalora berada pada tahap Early Majority dalam menerima Zalorasebagai salah satu online shopping di Indonesia.ABSTRACTThe usage of online shopping, especially in the field of fashion, as one of the needsfulfillment for Indonesian community seems to have a complex adoption processbased on the nature of Indonesian?s consumer behavior, which are late adopters, riskaverse, socially oriented and impulsive buyers. One of the behavior model thatcorresponds to this consumer behavior is Schwartz Motivational Value. This researchis devoted to the respondents who had made a purchase online in Zalora over the pastthree months and the data is processed using Structural Equation Modeling to obtainvalues that influence the behavior of consumers in adopting online shopping, how farconsumers receive online shopping technology through the framework of technologyadoption lifecycle based on the result, and also provide recommendations related tothe company's marketing strategy. The results show that consumer who tends to besocially oriented and impulsive buyers significantly utilize internet resources in doingonline shopping, but at the same time socially oriented consumers feel inconviniencein doing online shopping. Moreover, with the resources to do online shopping doesnot necessarily mean that consumers often do online shopping and spent more moneyon online shopping, but the inconvinience in online shopping is precisely a significantimpact on the frequency of consumer online shopping done and the money that isspent on it. Therefore, based on these results we can conclude that Zalora consumersare at the stage of the Early Majority in accepting Zalora as one of the onlineshopping in Indonesia., The usage of online shopping, especially in the field of fashion, as one of the needsfulfillment for Indonesian community seems to have a complex adoption processbased on the nature of Indonesian’s consumer behavior, which are late adopters, riskaverse, socially oriented and impulsive buyers. One of the behavior model thatcorresponds to this consumer behavior is Schwartz Motivational Value. This researchis devoted to the respondents who had made a purchase online in Zalora over the pastthree months and the data is processed using Structural Equation Modeling to obtainvalues that influence the behavior of consumers in adopting online shopping, how farconsumers receive online shopping technology through the framework of technologyadoption lifecycle based on the result, and also provide recommendations related tothe company's marketing strategy. The results show that consumer who tends to besocially oriented and impulsive buyers significantly utilize internet resources in doingonline shopping, but at the same time socially oriented consumers feel inconviniencein doing online shopping. Moreover, with the resources to do online shopping doesnot necessarily mean that consumers often do online shopping and spent more moneyon online shopping, but the inconvinience in online shopping is precisely a significantimpact on the frequency of consumer online shopping done and the money that isspent on it. Therefore, based on these results we can conclude that Zalora consumersare at the stage of the Early Majority in accepting Zalora as one of the onlineshopping in Indonesia.]"

"Sebagai negara yang didominasi oleh penganut agama Islam, kesadaran untuk menggunakan produk halal di Indonesia semakin meningkat. Hal ini memengaruhi adanya peningkatan perkembangan pada industri halal, salah satunya adanya industru kosmetik halal. Seiring dengan pergeseran perilaku konsumen dalam berbelanja secara tradisional menjadi online, Wardah sebagai pioner kosmetik halal melakukan upaya untuk mengembangkan situs Wardahbeauty.com. Oleh sebab itu, penelitian ini dilakukan untuk meneliti faktor-faktor yang memengaruhi intensi pembelian online pada kosmetik halal, menggunakan studi kasus merek Wardah. Penelitian ini mengadopsi teori Stimulus-Organism-Response (S-O-R) untuk memahami perilaku konsumen dalam membeli kosmetik halal secara online. Sampel penelitian dipilih menggunakan judgemental sampling yang melibatkan 274 responden. Penelitian ini menggunakan pendekatan kuantitatif dan metode Structural Equation Model (SEM) untuk melihat hubungan antar variabel-variabel yang diteliti dengan aplikasi IBM AMOS 26. Hasil penelitian menunjukkan bahwa teori S-O-R dapat menjelaskan kegiatan belanja online, dimana stimulus yang diteliti adalah religiosity, hedonic shopping value, utilitarian shopping value, dan environmental stimuli. Stimuli ini berhasil memengaruhi organisme yang terdiri dari cognitive attitude, affective attitude, dan emotional purchase yang akhirnya menghasilkan respons berupa intensi pembelian kosmetik halal secara online. Meski begitu, tidak ditemukan pengaruh yang signifikan pada hedonic shopping value terhadap cognitive attitude, utilitarian shopping value terhadap cognitive attitude dan affective attitude, environmental stimuli terhadap emotional purchase, dan emotional purchase terhadap online purchase intention.

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As a country Muslim-majority country, awareness to use halal products in Indonesia is increasing. This affects the development of the halal industry, one of which is the halal cosmetics industry. Along with the shift in consumer behavior from traditional to online shopping, Wardah as a pioneer of halal cosmetics made efforts to develop Wardahbeauty.com site. Therefore, this study was conducted to examine the factors that influence online purchase intentions for halal cosmetics, using a case study of the Wardah brand. This study adopts the Stimulus-Organism-Response (S-O-R) theory to understand consumer behavior in buying halal cosmetics online. The research sample was selected using judgmental sampling involving 274 respondents. This study uses a quantitative approach and the Structural Equation Model (SEM) method to see the relationship between the variables studied using the IBM AMOS 26 application. The results show that S-O-R theory can help explaining online shopping activities, where the stimulus studied is religiosity, hedonic shopping value, utilitarian shopping value, and environmental stimuli. These stimuli succeeded in influencing the organism, consisting of cognitive attitude, affective attitude, and emotional purchase which ultimately resulted in a response in the form of intention to purchase halal cosmetics online. Even so, no significant effect was found on hedonic shopping value on cognitive attitude, utilitarian shopping value on cognitive attitude and affective attitude, environmental stimuli on emotional purchase, and emotional purchase on online purchase intention."

"Istilah influencer berkembang pesat seiring dengan perkembangan media sosial seperti Instagram dan Tiktok yang menjadi rumah bagi para influencer. Banyak peneliti sebelumnya yang telah membahas bagaimana pengaruh karakteristik influencer terhadap purchase intention, tetapi masih sangat jarang yang membahas bagaimana pengaruh karakteristik influencer terhadap loyalty to influencer, product attitude , dan purchase intention khususnya  pada media sosial Instagram dan Tiktok. Sehingga penting bagi pemasar dan merek untuk dapat mengetahui karakteristik influencer apa saja yang dapat mempengaruhi purchase intention pada kedua platform media sosial ini. Secara umum karakteristik influencer terbagi atas 2 model yaitu Source Credibility Model dan Source Attractiveness Model yang dapat mempengaruhi kepercayaan konsumen yang selanjutnya dapat mempengaruhi loyalty to influencer, product attitude, dan purchase intention. Survey online dilakukan terhadap 450 pengguna media sosial Instagram dan Tiktok yang mengikuti akun influencer pada platform media sosial tersebut.  Hasil penelitian ini menunjukkan bahwa baik pada media sosial Instagram maupun Tiktok, Authenticity merupakan karakteristik influencer yang paling mempengaruhi kepercayaan konsumen pada influencer, sedangkan daya tarik fisik tidak memiliki pengaruh yang signifikan dalam mempengaruhi kepercayaan pada influencer pada kedua media sosial ini.

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The term influencer is growing rapidly along with the development of social media such as Instagram and Tiktok which are homes for influencers. Many previous researchers have discussed how influencer characteristics influence purchase intention, but it is still very rare to discuss how influencer characteristics influence purchase intention, especially on Instagram and Tiktok. So it is important for marketers and brands to be able to find out what characteristics of influencers can influence loyalty to influencer, product attitude, and purchase intention on these two social media platforms. In general, the characteristics of influencers are divided into 2 models, namely The Source Credibility Model and The Source Attractiveness Model which can affect consumer confidence which in turn can affect loyalty to influencer, product attitude, and purchase intention. Online survey was conducted on 450 users of Instagram and Tiktok who follow influencer accounts on these social media platforms. The results of this study indicate that both on Instagram and Tiktok, Authenticity is the characteristic of influencers that most influences consumer trust in influencers, while physical attractiveness does not have a significant influence on influencing trust in influencers on these two social media."