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"Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi niat penumpang maskapai penerbangan bertarif rendah. Penelitian ini mengacu pada penelitian Pan dan Truong (2018) yang dilakukan di Cina, namun karena kesamaan budaya, maka penelitian ini dapat diterapkan di Indonesia. Variabel dalam penelitian ini terdiri dari kualitas pelayanan, norma subyektif, persepsi kontrol perilaku, harga tiket, frekuensi penerbangan, akses, dan kecenderungan dalam menghindari ketidakpastian sebagai variabel bebas, sikap sebagai variabel intervening dan niat dalam berperilaku sebagai variabel terikat. Sampel dalam penelitian ini adalah maskapai penerbangan bertarif rendah, dimana teknik pengambilan data yang digunakan adalah purposive sampling. Jumlah sampel terdiri dari 200 responden. Metode analisis data menggunakan Structural Equation Modelling. Hasil penelitian menunjukkan bahwa sikap penumpang, kualitas layanan, harga tiket, dan frekuensi penerbangan merupakan faktor yang dapat mempengaruhi behavioral intention pada penumpang maskapai bertarif rendah. Sedangkan kualitas pelayanan juga merupakan faktor yang dapat mempengaruhi sikap dari pelanggan. Kemudian, dari hasil pengujian persepsi kontrol perilaku, norma subyektif, akses, kecenderungan dalam menghindari ketidakpastian, serta efikasi diri teknologi tidak berpengaruh terhadap niat.

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This study aims to analyse the factors that influence the intention of LCC airline passengers. This study refers to the research of Pan and Truong (2018) conducted in China but due to the similarity of culture this research can be applied in Indonesia. The variables in this study consist of service quality, subjective norms, perceived behavioural control, price, frequency, access, uncertainty avoidance as independent variables, attitude as intervening and behavioural intention variables as the dependent variable. The sample in this study is the use of LCC airlines where the sample technique used is purposive sampling. The number of samples consisted of 200 respondents. Data analysis method uses Structural Equation Modelling. The results showed that passenger attitude, service quality, price, and frequency were factors that could influence behavioural intention on LCC airline passengers. Meanwhile, service quality is also a factor that can affect attitude. Meanwhile from the test results, perceived behavioural control, subjective norms, access, risk avoidance and technology self efficacy does not have influence on intention."

"Kejadian pandemi COVID-19 telah mengubah perilaku konsumen dalam hal konsumsi hiburan. Munculnya layanan Over-the-Top video streaming services (OTT) telah meningkatkan kenyamanan dalam akses konsumen terhadap hiburan berupa film dan serial. Hal ini menyebabkan munculnya persaingan dalam industri layanan OTT video streaming services, dan oleh karena itu perusahaan-perusahaan perlu memahami perilaku konsumen, faktor pendorong penggunaan, dan faktor pendorong rekomendasi untuk dapat bersaing. Penelitian ini menginvestigasi faktor-faktor yang mempengaruhi niat perilaku konsumen dalam menggunakan dan merekomendasikan OTT video streaming services. Variabel-variabel model UTAUT2, content availability, involvement & interest, personalization, dan attitude towards piracy dieksplorasi dalam penelitian ini. Penelitian ini menggunakan perangkat lunak SmartPLS 4 dan SPSS 26 untuk analisis data, di mana data dikumpulkan melalui distribusi kuesioner kepada 308 responden. Partial Least Squares-Structural Equation Modeling (PLS-SEM) digunakan sebagai metode analisis data oleh peneliti untuk memperoleh informasi mengenai hubungan antar konstruk. Hasil penelitian menunjukkan bahwa habit, involvement & interest, serta hedonic motivation secara signifikan berpengaruh positif terhadap behavioral intention. Namun, variabel seperti performance expectancy, effort expectancy, social influence, facilitating conditions, price value, dan content availability tidak berpengaruh signifikan terhadap behavioral intention. Personalization dan behavioral intention to use ditemukan berpengaruh positif terhadap consumers behavioral intention to recommend. Studi ini menyarankan implikasi bagi OTT video streaming services, badan regulator, dan pihak lainnya untuk meningkatkan kinerja terkait isu-isu yang relevan.

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The occurrence of COVID-19 pandemic has altered consumer behavior in terms of entertainment consumption. Emergence of Over-the-Top video streaming services (OTT) resulted in enhanced convenience in consumers’ access to motion picture entertainment. This led to the rise of competition within the industry of OTT video streaming services, and therefore the urgency for companies to gain knowledge on consumer behavior, drivers of use, and recommending drivers in order to compete. This research investigates the factors influencing consumers' behavioral intention to use and recommend OTT video streaming services. The UTAUT2 model variables, content availability, involvement and interest, personalization, and attitude towards piracy are examined. This research utilized SmartPLS 4 and SPSS 26 software for data analysis, in which the data were collected through questionnaire distribution to 308 respondents. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was the method of data analysis used by the researcher to access information about relationships between constructs. The findings reveal that habit, involvement & interest, and hedonic motivation positively significantly affect behavioral intention to use. However, variables like performance expectancy, effort expectancy, social influence, facilitating conditions, price value, and content availability do not significantly impact behavioral intention. Personalization and behavioral intention to use were found to positively influence behavioral intention to recommend. The study suggests implications for OTT video streaming services, regulatory bodies, and other parties to improve performance regarding relevant issues."

"Tujuan dari penelitian ini adalah untuk mengidentifikasi faktor-faktor yang menentukan perilaku konsumen produk makanan anjing dan kucing berdasarkan Theory of Planned Behaviour. Berdasarkan teori, peneliti menggunakan model teoritis yang terdiri dari variabel attitude, subjective norms, perceived behavioural control (PBC), intention, behaviour dan diperluas dengan dimasukkannya variabel self-identity dan social norms. Survei dilakukan terhadap 300 pemilik anjing dan kucing melalui penyebaran kuesioner menggunakan platform online. Data yang diperoleh dianalisis menggunakan Structural Equation Modeling (SEM) menggunakan software LISREL 8.8 Full Version dan hasilnya menunjukkan bahwa intention cenderung dipengaruhi oleh attitude, subjective norms, perceived behavioural control (PBC), self-identity dan social norms. Selain itu, niat untuk membeli produk makanan anjing dan kucing cenderung mempengaruhi perilaku pembelian konsumen. Studi ini mendukung keselarasan Theory of Planned Behaviour dengan pemasaran produk makanan anjing dan kucing serta memperluas pemahaman tentang perilaku konsumen makanan anjing dan kucing.

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The purpose of this research study was to identify the factors that determine the consumer behaviour of dog and cat food products based on the theory of planned behaviour. According to the theory, researchers propose a theoretical model consisting of the constructs of attitude, subjective norms, perceived behavioural control (PBC), intention, behaviour, and expanded with the inclusion of the self-identity and social norms construct. The survey was conducted with 300 dog and cat owners through a questionnaire distribution using an online platform. Data obtained were analyzed using structural equation model using LISREL 8.8 Full Version software and the results indicate that the intention tends to be influenced by the attitude, subjective norms, perceived behavioural control, self-identity and social norms constructs. Furthermore, the intention to purchase dog and cat food products tend to influence consumer purchasing behaviour. The study supports the alignment of the theory of planned behaviour (TPB) adherence to the marketing of dog and cat food products, extending the understanding of the behaviour of the dog and cat food consumers."

"Dari tahun 2014, kedai kopi spesialis menjadi tren di Jakarta. Penelitian ini menggunakan teori image congruity untuk menganalisis tren meminum kopi di Jakarta. Peneliti menganalisis pengaruh dari self-congruity dan functional congruity terhadap attitude dan repurchase intention dan pengaruh moderasi dari prior-knowledge mengenai kopi. Sampel terkumpul adalah 256 pelanggan Wisang Kopi di Jakarta Selatan dan 284 pelanggan Tanamera Coffee & Roastery di Jakarta Pusat. Structural Equation Modeling digunakan dalam riset. Dari hasil statistik, functional congruity adalah pendahulu dari attitude dan repurchase intention. Functional congruity memiliki efek lebih besar dalam mempengaruhi attitude di kelompok dengan prior-knowledge rendah dibandingkan kelompok dengan prior-knowledge tinggi.

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From 2014, the specialist coffee shops are trending in Jakarta. This study used image congruity theory to analyze the coffee-drinking trend in Jakarta. The researcher analyzed the influence of self-congruity and functional congruity on attitude and repurchase intention and the moderating effect of prior-knowledge on coffee. The collected sample is 256 Wisang Kopi customers in South Jakarta and 284 Tanamera Coffee & Roastery customers in Central Jakarta. Structural Equation Modeling was used in the research. The output showed functional congruity as antecedent of attitude and repurchase intention. Functional congruity has more impact on attitude on customers that obtained low prior-knowledge."

"ABSTRAKTujuan dari penelitian ini adalah untuk menganalisis pengaruh enjoyment, social benefits, economic benefits, sustainability, amenities, locational benefits, subjective norms, perceived behavioral control, eWOM, familiarity terhadap attitude serta behavioral intention pada penggunaan layanan akomodasi peer-to-peer Airbnb. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan data primer melalui pembagian kuesioner dan diolah dengan teknik statistik SEM dengan metode LISREL. Unit analisisnya adalah konsumen layanan akomodasi online. Hasil temuan penelitian ini menunjukkan bahwa attitude untuk menggunakan akomodasi via Airbnb secara positif dipengaruhi oleh perceived enjoyment, social benefits, economic benefits, amenities, locational benefits, serta subjective norms. Hasil temuan lainnya, subjective norms secara positif dipengaruhi oleh eWOM sedangkan perceived behavioral control secara positif dipengaruhi oleh familiarity. Temuan penting lainnya adalah niat perilaku (behavioral intention) untuk menggunakan layanan akomodasi via Airbnb dipengaruhi oleh economic benefits dan familiarity. Penelitian ini menunjukkan behavioral intention dapat dipengaruhi oleh faktor-faktor determinan serta terdapat masukan manajerial untuk pengembangan pemasaran layanan akomodasi yang meningkatkan behavioral intention konsumen dalam menggunakan layanan akmodasi peer-to-peer.

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ABSTRACTThe purpose of this study is to analyze the influence of enjoyment, social benefits, economic benefits, sustainability, amenities, locational benefits, subjective norms, perceived behavioral control, eWOM, familiarity toward attitude and behavioral intention to use Airbnb peer-to-peer accommodation services. This study is a quantitative research, using primary data through the distribution of questionnaires and processed by SEM with LISREL method. The unit of analysis is online accommodation marketplace consumers. The findings indicate that attitude positively affected by perceived enjoyment, social benefits, economic benefits, amenities, locational benefits, and subjective norms. Other findings, subjective norms positively affected by eWOM while perceived behavioral control were positively influenced by familiarity. Another important finding is that behavioral intention to use Airbnb peer-to-peer accommodation services positively affected by economic benefits and familiarity. This indicates several determinant factors as a contributing source to behavioral intention. This study provides managerial input to develop better online accommodation services to improve consumers' behavioral intention to use peer-to-peer accommodation services."

"Skripsi ini menyelidiki hubungan antara peniruan influencer kecantikan, materialisme, rasa takut ketinggalan (FOMO), perbandingan sosial, niat beli, dan variabel baru yang diperkenalkan yaitu pembelian aktual pada konsumen Generasi Z di Indonesia. Sampel terdiri dari perempuan yang telah membeli produk kecantikan yang direkomendasikan oleh influencer kecantikan di Instagram dari Indonesia, berdomisili di Indonesia, dan berusia antara 16 hingga 26 tahun yang dianggap sebagai Generasi Z. Kuesioner disebar secara daring. Jumlah responden yang terkumpul dalam penelitian ini adalah 284. Data yang terkumpul dianalisis menggunakan metode Structural Equation Modeling (SEM) dengan menggunakan perangkat lunak PLS-SEM. Hasil penelitian mengungkapkan temuan yang signifikan dalam konteks produk kecantikan. Peniruan influencer secara positif terkait dengan materialisme, menunjukkan bahwa pengikut yang meniru influencer cenderung memiliki kecenderungan materialistik. Selain itu, FOMO berhubungan positif dengan niat beli, menunjukkan bahwa individu yang mengalami FOMO terkait produk kecantikan yang direkomendasikan lebih cenderung memiliki niat beli yang lebih tinggi. Perbandingan sosial juga berhubungan positif dengan FOMO, menunjukkan bahwa individu yang terlibat dalam perbandingan sosial dengan influencer lebih cenderung mengalami FOMO. Penting untuk dicatat, penelitian ini memperkenalkan variabel pembelian aktual, yang menunjukkan hubungan positif dengan niat beli. Temuan ini memberikan wawasan berharga tentang faktor-faktor yang memengaruhi perilaku pembelian konsumen Generasi Z dan memiliki implikasi bagi pemasar yang menargetkan demografi ini dalam industri kecantikan di Indonesia.

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This thesis investigates the relationship between imitation of beauty influencers, materialism, fear of missing out (FOMO), social comparison, buying intention, and actual purchase among Generation Z consumers in Indonesia. The respondents are woman who purchased any beauty products recommended by local beauty influencers in Instagram, and are aged between 16 to 26 years old. The questionnaire is distributed online. The total number of respondents collected in this study was 284. The collected data was analyzed using Structural Equation Modeling (SEM) method using PLS-SEM software. The results reveal significant findings in the context of beauty products. The imitation of influencers is positively associated with materialism, indicating that followers who imitate influencers are more likely to exhibit materialistic tendencies. Additionally, FOMO is positively related to buying intention, suggesting that individuals experiencing FOMO regarding endorsed beauty products are more inclined to express a higher intention to purchase. Social comparison is also positively associated with FOMO, indicating that individuals who engage in social comparison with influencers are more likely to experience FOMO. Importantly, the study introduces the variable of actual purchase, demonstrating a positive association with buying intention. These findings provide valuable insights into the factors influencing Gen-Z consumers' purchase behavior and have implications for marketers targeting this demographic in the beauty industry in Indonesia."

"Di zaman sekarang ini, banyak bisnis memanfaatkan dukungan publik figur untuk meningkatkan penjualan dan brand awareness mereka, bahkan juga untuk memperluas target market mereka. Dikarenakan banyak brand dari berbagai industri menyadari seberapa besar dampak dari endorse publik figur ini, mereka semakin bergantung kepada mereka karena publik figur ini mempunyai kemampuan untuk mempengaruhi orang terhadap suatu produk atau servis. Hal ini mendorong pelaku bisnis untuk lebih banyak berkolaborasi dengan influencer dan hal ini terlihat dari kasus Tasya Farasya dan dampak endorsement di industri kecantikan. Oleh karena itu, makalah ini bertujuan untuk memahami bagaimana konsep teori AIDA model (Lewis, 1898) menjelaskan pengaruh publik figur dalam mempengaruhi perilaku pembelian masyarakat melalui endorsement Tasya Farasya di Instagram. Penelitian ini menggunakan metode kualitatif dan metode pengumpulan data sekunder digunakan untuk menganalisis unsur AIDA dalam fenomena endorsement Tasya Farasya. Penelitian ini, kemudian, menunjukkan bahwa ada beberapa tahapan yang dilalui seseorang dalam proses pengambilan keputusan untuk membeli produk atau layanan, dan tingkat keefektifan model ini bergantung pada siapa yang di endorse.

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In this day and age, a lot of business brands, make use of public figure endorsement to increase their brand awareness and sales and hopefully expand more potential target audience. As many brands coming from different industries have shown how impactful these endorsements are, they rely more on those public figures/influencers due to their power in shaping people’s desires on a product on service. This encourages businesses to collaborate more with influencers and this can be seen through the case of Tasya Farasya and the beauty industry endorsement impacts. Thus, this paper aims to understand how the AIDA model of communication theory (Lewis, 1898) explains the influence of public figure in influencing people’s buying behavior through Tasya Farasya’s endorsement on Instagram. In order to gain the data, qualitative method is applied in this research and secondary data collecting method is used to analyze the AIDA elements in Tasya Farasya’s endorsement phenomenon. The study later shows that there are some stages people gone through in their decision-making process to purchase a product or service and the effectiveness rate of this model is depending on who’s being endorsed. In this day and age, a lot of business brands, make use of public figure endorsement to increase their brand awareness and sales and hopefully expand more potential target audience. As many brands coming from different industries have shown how impactful these endorsements are, they rely more on those public figures/influencers due to their power in shaping people’s desires on a product on service. This encourages businesses to collaborate more with influencers and this can be seen through the case of Tasya Farasya and the beauty industry endorsement impacts. Thus, this paper aims to understand how the AIDA model of communication theory (Lewis, 1898) explains the influence of public figure in influencing people’s buying behavior through Tasya Farasya’s endorsement on Instagram. In order to gain the data, qualitative method is applied in this research and secondary data collecting method is used to analyze the AIDA elements in Tasya Farasya’s endorsement phenomenon. The study later shows that there are some stages people gone through in their decision-making process to purchase a product or service and the effectiveness rate of this model is depending on who’s being endorsed. "

"ABSTRAKTesis ini membahas intensi perilaku konsumen terhadap Big Cola yang didasari oleh ?Theory of Planned Behavior ?. Kemudian dengan teori tersebut peneliti mengeksplorasi pengaruh dari setiap variabel yaitu sikap, norma subyektif dan perceived behavior control terhadap intensi perilaku konsumen kepada produk Big cola. Penelitian ini adalah penelitian kuantitatif dengan desain deskriptif dengan mengolah beberapa variabel independen yaitu sikap, norma subyektif dan perceived behavior control dengan satu variabel dependen yaitu intensi menggunakan analisis regresi berganda. Hasil penelitian menjelaskan bahwa semakin kuat pengaruh perceived behavior control maka semakin tinggi intensi konsumen terhadap Big Cola. Perceived behavior control mempengaruhi intensi konsumen terhadap produk Big Cola dengan signifikan.

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Abstract

This study focused on intention behavior based on ?Theory of Planned Behavior?. Then with that theory the researcher explore the effect of every variable which are attitude, subjective norm, and perceived behavior control against consumer behavior intention to Big Cola. This research is using quantitative research with descriptive design by developing several independent variables that are attitude, subjective norm, and perceived behavior control with one dependent variable which is intention using multiple linier regression. The results of this research explain that the stronger affect of perceived behavior control the higher consumer intention toward product Big Cola. Perceived behavior control affects consumer intention toward product Big Cola significantly."

"Maraknya femonena hijrah di kalangan para selebriti di Indonesia dewasa ini memberikan pengaruh yang kuat kepada masyarakat untuk meningkatkan pemahaman agama Islam, salah satunya transaksi jual beli emas yang sesuai dengan ketentuan syariah. Semakin maraknya fenomena tersebut membuat lembaga jual beli emas berbasis syariah dapat menerapkan strategi pemasaran influencer baru yang menyasar kepada kalangan muslim. Penelitian ini bertujuan untuk menganalisis bagaimana pengaruh fenomena hijrah di kalangan para selebriti terhadap niat masyarakat untuk melakukan transaksi jual beli emas sesuai syariah di lembaga jual beli emas berbasis syariah dengan fokus fisik emas berupa emas batangan. Penelitian ini melibatkan 175 responden dan dianalisis menggunakan metode PLS-SEM dengan model penelitian yang mengadopsi Theory of Planned Behavior (TPB) serta hasil teoretis dari literatur sebelumnya yang berkaitan dengan pemasaran influencer yang mempengaruhi intensi. Hasil penelitian menemukan bahwa trust, perceived expertise, dan perceived congruence dapat memberikan pengaruh terhadap transaction intention secara langsung maupun tidak langsung, yaitu melalui attitude toward the celebrity dan brand attitude.

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The rise of the hijrah phenomenon among celebrities in Indonesia today gives a strong influence on society to increase understanding of Islam, one of which is gold transactions in accordance with sharia principles. The increase of this phenomenon has made sharia-based gold buying and selling institutions able to implement a new influencer marketing strategy that targeting Muslims. This study aims to analyze how the influence of the hijrah phenomenon among celebrities on consumer intention to carry out sharia-compliant gold transactions at sharia-based gold institutions with gold bullion as the focused form of gold. This study involved 175 respondents and was analyzed using the PLS-SEM method with a research model that adopted the Theory of Planned Behavior (TPB) as well as theoretical results from previous literature related to the influencer marketing that affects intention. The results of the study found that trust, perceived expertise, and perceived congruence can influence transaction intentions directly or indirectly, which is through attitudes toward the celebrity and brand attitude."