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"Penelitian ini bertujuan untuk mengetahui bahwa social media marketing activities pada merek coffee shop di Indonesia memiliki pengaruh terhadap brand trust dan purchase decision. Selain itu, penelitian dilakukan untuk mengetahui apakah brand trust memiliki peran mediasi antara masing-masing elemen SMMA dan purchase decision. Sampel yang digunakan pada penelitian ini merupakan pengguna media sosial yang berusia di atas 18 tahun dan berdomisili di Indonesia. Terdapat sebanyak 440 responden terkumpul dengan mengunakan metode purposive judgement dan diolah menggunakan Partial Least Square-Structural Equation Model (SEM). Hasil penelitian ini menunjukkan pengaruh interactivity, informativeness, entertainment, dan trendiness pada merek coffee shop di Indonesia terhadap brand trust. Kemudian interactivity, entertainment, perceived relevance, dan trendiness berpengaruh positif terhadap purchase decision. Namun, brand trust tidak memiliki pengaruh langsung terhadap purchase decision, brand trust juga tidak memiliki efek mediasi terhadap hubungan antara social media marketing activities dan purchase decision.

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This study aims to determine that social media marketing activities on coffee shop brands in Indonesia have an influence on brand trust and purchase decision. In addition, research was conducted to determine whether brand trust has a mediating role between each element of SMMA and purchase decision. The sample used in this study were social media users who were over 18 years old and domiciled in Indonesia. There were 440 respondents collected using purposive judgment method and processed using Partial Least Square-Structural Equation Model (SEM). The results of this study show the influence of interactivity, informativeness, entertainment, and trendiness on coffee shop brands in Indonesia on brand trust. Then interactivity, entertainment, perceived relevance, and trendiness have a positive effect on purchase decision. However, brand trust has no direct influence on purchase decision, brand trust also has no mediating effect on the relationship between social media marketing activities and purchase decision."

"Industri perhotelan sedang bertumbuh dan kembali berkembang dengan memunculkan beragam jenis-jenis hotel unik, salah satunya adalah glamping atau glamorous camping yang didirikan oleh Bobocabin. Penelitian ini bertujuan untuk mengetahui pengaruh utilitarian, social bonding, dan aesthetic branded content experiences terhadap customer curiosity, brand engagement, dan purchase intention, yang nantinya dapat dimanfaatkan untuk membuat strategi pemasaran yang efektif. Metode penelitian menggunakan metode kuantitatif, khususnya pendekatan konklusif deskriptif. Sedangkan untuk sampling menggunakan non-probability sampling, secara khusus menggunakan judgemental sampling. Data primer didapatkan dengan metode survei melalui penyebaran kuesioner secara daring kepada 367 responden yang memenuhi kriteria penelitian, yaitu berusia 18-34 tahun, berdomisili di Pulau Jawa, merupakan pengguna aktif Instagram, pernah berinteraksi dengan Instagram Bobocabin, serta belum pernah menginap atau menggunakan jasa hotel Bobocabin. Kuesioner disebarkan melalui media sosial, seperti WhatsApp, LINE, Instagram, dan Twitter. Metode analisis data dilakukan dengan CB-SEM menggunakan LISREL 8.80. Hasil penelitian membuktikan bahwa utilitarian, social bonding, dan aesthetic branded content experiences memiliki pengaruh positif terhadap customer curiosity. Selanjutnya terbukti juga bahwa customer curiosity memiliki pengaruh positif terhadap brand engagement dan purchase intention, sementara brand engagement terbukti tidak memiliki pengaruh terhadap purchase intention.

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The hospitality industry is experiencing growth and development, with the emergence of various unique types of hotels, one of which is glamping or glamorous camping, established by Bobocabin. This study aims to explore the effects of utilitarian, social bonding, and aesthetic branded content experiences on customer curiosity, brand engagement, and purchase intention, which can then be used to formulate effective marketing strategies. The research employs a quantitative methodology, specifically a descriptive conclusive approach. Non-probability sampling is utilized, with a particular focus on judgmental sampling. Primary data were collected through a survey administered via an online questionnaire to 367 respondents meeting the study’s criteria: aged 18-34 years, residing on Java Island, active Instagram users, having interacted with Bobocabin's Instagram account, and having never stayed at or used the services of Bobocabin. The questionnaire was disseminated through social media platforms such as WhatsApp, LINE, Instagram, and Twitter. Data analysis was conducted using CB-SEM with LISREL 8.80. The study's findings demonstrate that utilitarian, social bonding, and aesthetic branded content experiences positively influence customer curiosity. Furthermore, customer curiosity was found to have a positive effect on both brand engagement and purchase intention, whereas brand engagement was shown to have no significant impact on purchase intention."

"Penelitian ini ditujukan untuk melihat dampak yang dimiliki oleh social media marketing dalam mempengaruhi altruistic motivation, egoistic motivation, dan green purchase intention konsumen di Indonesia. Selain itu, pengaruh dari altruistic motivation, egoistic motivation, serta green attitude pada green purchase intention pun akan dianalisis pada penelitian ini. Metode riset kuantitatif yang digunakan dalam penelitian ini adalah Partial Least Square – Structural Equation Modelling (PLS – SEM) dan responden didapatkan dengan menyebarkan kuesioner online. Telah didapatkan sebesar 259 responden yang sebagian besar berumur di antara 18 – 25 tahun yang mayoritas menggunakan media sosial setiap hari dan berdomisili di Jabodetabek. Ditemukan pada penelitian ini bahwa media sosial memiliki pengaruh langsung pada altruistic motivation, egoistic motivation, serta green purchase intention konsumen Indonesia. Tidak hanya itu, altruistic motivation, egoisitc motivation, serta green attitude pun memiliki pengaruh langsung pada green purchase intention konsumen. Green attitude pun mampu memoderasi hubungan antara altruistic motivation dengan green purchase intention serta egoistic motivation dengan green purchase intention, namun tidak dapat memoderasi hubungan antara media sosial dan green purchase intention.

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The aim of this research is to analyze the role of social media marketing in influencing Indonesian consumers in shaping their green purchase intention. This research takes into account altruistic motivation, egoistic motivation, and green attitude in affecting consumers green purchase intention. The method used in this quantitative research is Partial Least Square – Structural Equation Model (PLS – SEM) and the data is obtained through an online questionnaire. There were 259 respondents who filled in the questionnaire with the majority of age between 18 – 25 years old who has a habit of using social media every day and currently lives in Jabodetabek. The results of the research shows that social media marketing, altruistic motivation, egoistic motivation, and green attitude has a significant impact on influencing consumers’ green purchase intention. Furthermore, social media also has the ability to influence consumers’ altruistic and egoistic motivation. It is discovered that green attitude to has a moderating effect between altruistic motivation and green purchase intention, as well as egoistic motivation and green purchase intention, but no moderating effect was present between social media marketing and green purchase intention."

"Penelitian ini dilakukan untuk menguji pengaruh yang dimiliki dari pelaku di industri food and beverage yang melakukan perubahan konsep atau rebranding pada berbagai aspek yang ada serta E-WOM yang ada pada media sosial terkait restoran atau kafe rebranding terhadap sikap merek dan minat beli dari konsumen. Penelitian ini dilakukan dengan metode survey dengan membagikan kuesioner yang ditujukan kepada Generasi Z yang berdomisili di provinsi DKI Jakarta sebagai responden. Pengambilan sampel dalam penelitian ini menggunakan purposive sampling dengan jumlah sampel tetap yang digunakan berjumlah 312 orang. Penelitian ini menggunakan metode penelitian kuantitatif dengan desain penelitian konklusif yang menggunakan jenis penelitian deskriptif dengan data single-cross sectional. Data yang diperoleh dalam penelitian ini dianalisa dengan Covariance Based Structural Equation Model (CB-SEM) menggunakan aplikasi AMOS versi 26. Penelitian ini dilakukan menggunakan empat variabel, yaitu variabel rebranding dengan tiga dimensi rebranding, yaitu redesign, repositioning, dan relaunching, variabel positive social E-WOM, variabel brand attitude, dan variabel purchase intention. Penelitian ini menghasilkan temuan rebranding dan positive social E-WOM berpengaruh positif terhadap brand attitude, brand attitude berpengaruh positif terhadap purchase intention, dan brand attitude memediasi positif rebranding dan positive social E-WOM terhadap purchase intention pada industri food and beverage di Indonesia.

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This research is conducted to examine the influence that actors in the food and beverage industry have on changing concepts or rebranding on various existing aspects as well as E-WOM on social media related to rebranding restaurants or cafes on brand attitudes and consumer purchase intention. This research was conducted using a survey method by distributing questionnaires aimed at Generation Z who live in DKI Jakarta province as respondents. Sampling in this research is using purposive sampling with a fixed sample size of 312 people. This research used quantitative research methods with a conclusive research design that used descriptive research with single-cross sectional data. The data obtained in this research were analysed using the Covariance Based Structural Equation Model (CB-SEM) using the AMOS application version 26. This research was conducted using four variables, namely the rebranding variable with three dimensions of rebranding, namely redesign, repositioning and relaunching, the positive social E-WOM variable, brand attitude variable, and purchase intention variable. This research finds that rebranding and positive social E-WOM have a positive effect on brand attitude, brand attitude has a positive effect on purchase intention, and brand attitude positively mediates rebranding and positive social E-WOM on purchase intention in the food and beverage industry in Indonesia."

"Tujuan penelitian ini adalah menganalisis bagaimana pengaruh penenempatan produk Laneige BB Cushion pada drama Korea berjudul Descendant of The Sun terhadap minat beli. Dengan melihat pada peningkatan penjualan produk Laneige akibat product placement yang disisipkan pada drama Korea Descendent of The Sun. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 orang yang telah menonton drama Korea berjudul Descendant of The Sun dan merupakan mahasiswi. Metode yang peneliti gunakan adalah non-probability< sampling serta teknik pengambilan sampel purposive sampling. Instrumen penelitian ini menggunakan kuisioner dengan dianalisis menggunakan regresi linear. Berdasarkan hasil analisis data maka hasil dari penelitian ini adalah adanya pengaruh positif antara Product Placement Laneige BB Cushion pada drama Korea Descendant of The sun terhadap Purchase Intention. Hasil penelitian menunjukkan bahwa product placement memiliki pengaruh yang cukup besar terhadap purchase intention< dengan hasil korelasi yang “kuat”. Product placement< Laneige BB Cushion memiliki pengaruh terhadap purchase intention yang memiliki hubungan sebesar 45,1%.

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The purpose of this study is to analyze how the influence of Laneige BB Cushion product placement on Korean drama titled Descendant of The Sun on buying interest. Looking at the increasing sales of Laneige products due to the product placement inserted in the Korean drama Descendent of The Sun. This study uses a quantitative approach. The sample in this study is 100 people who have watched Korean drama Descendant of The Sun and is a student. The method that researchers use is non-probability sampling and sampling technique purposive sampling. The instrument of this study using questionnaires with analyzed using linear regression. Based on the results of data analysis, the result of this research is the positive influence between Product Placement Laneige BB Cushion on Korean drama Descendant of The Sun toward Purchase Intention. The results show that product placement has a big influence on purchase intention with "strong" correlation result. Product placement Laneige BB Cushion has an effect on the purchase intention that has a relationship of 45.1%."

"Adanya kemajuan teknologi dan pergeseran aktivitas masyarakat dari luring ke daring menyebabkan kebutuhan akan smartphone meningkat. Pasar smartphone yang besar menarik banyak pelaku bisnis untuk bersaing melalui inovasi teknologi. Brand atau merek memainkan peran penting dalam persaingan di pasar smartphone. Untuk memenangkan persaingan, strategi merek yang efektif digunakan untuk menjangkau target pasar. Penelitian ini akan meneliti pengaruh dari Brand Engagement dan Brand Love terhadap Repurchase Intention produk smartphone di Indonesia. Sampel pada penelitian ini merupakan Warga Negara Indonesia berusia 18 tahun ke atas. Penelitian ini dilakukan terhadap 484 responden melalui kuesioner secara online dan analisis data menggunakan perangkat SmartPLS 4 untuk menganalisis 7 hipotesis. Hasil penelitian menunjukkan bahwa Brand Engagement berpengaruh positif terhadap Brand Love serta Repurchase Intention secara langsung dan melalui mediator Brand Love. Brand Love berpengaruh positif terhadap Repurchase Intention. Variabel moderasi Usage Duration memoderasi hubungan Brand Engagement dan Brand Love.

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The advancement of technology and the shift in societal activities from offline to online have increased the demand for smartphones. The large smartphone market attracts many business players to compete through technological innovations. Brands play a crucial role in the competition within the smartphone market. To win the competition, effective brand strategies are used to reach the target market. This study will examine the influence of Brand Engagement and Brand Love on Repurchase of smartphones in Indonesia. Sample of this research is Indonesian aged 18 and above. This research was conducted with 484 respondents through online questionnaires, and data analysis was performed using SmartPLS 4 to examine 7 hypotheses. The results show that Brand Engagement has a positive effect on Brand Love and Repurchase Intention both directly and through mediation variable Brand Love. Brand Love positively influences Repurchase Intention. The moderation variable Usage Duration moderates correlation between Brand Engagement and Brand Love."

"Penelitian ini meneliti pengaruh kualitas informasi dan kredibilitas sumber eWOM terkait produk kecantikan pada social networking services terhadap niat pembelian. Penelitian ini menggunakan teori Information Adoption Model (IAM). Desain penelitian ini adalah desain metode kuantitatif dan pendekatan konklusif deskriptif cross-sectional. Data primer dikumpulkan melalui metode survei dengan kuesioner daring yang dibagikan kepada 190 responden yang diambil dengan metode non-probability sampling purposive dengan memenuhi kriteria: WNI berumur 18 tahun ke atas, pernah mengakses konten produk kecantikan di TikTok/Instagram, dan membeli produk kecantikan dalam setahun terakhir. Analisis data dilakukan dengan metode SEM-PLS yang mencakup analisis model pengukuran dan analisis model struktural. Berdasarkan hasil pengujian data, ditemukan bahwa kualitas informasi dan kredibilitas sumber berpengaruh positif terhadap persepsi manfaat informasi eWOM, yang kemudian berpengaruh positif terhadap adopsi informasi dan niat pembelian produk kecantikan. Temuan ini diharapkan menjadi panduan dalam aktivitas pemasaran industri kecantikan yang melibatkan eWOM dan influencer marketing.

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This study examines the influence of information quality and source credibility of eWOM related to beauty products on social networking services on purchase intentions. The research employs the Information Adoption Model (IAM) theory. The research design is a quantitative method design and a conclusive descriptive cross-sectional approach. Primary data was collected through a survey method using an online questionnaire distributed to 190 respondents selected through non-probability purposive sampling, meeting the criteria: Indonesian citizens aged 18 and above, having accessed beauty product content on TikTok/Instagram, and purchased beauty products in the past year. Data analysis was conducted using the SEM-PLS method, which includes measurement model analysis and structural model analysis. Based on the data testing results, it was found that information quality and source credibility positively influence the perceived benefits of eWOM information, which then positively influence information adoption and purchase intentions for beauty products. These findings are expected to guide marketing activities in the beauty industry involving eWOM and influencer marketing."

"Penelitian ini bertujuan untuk melihat hubungan kredibilitas influencer Instagram dengan intensi membeli dan efek moderasi dari trait openness to experience terhadap kredibilitas influencer dalam mempengaruhi intensi membeli. Kredibilitas influencer Instagram dan intensi membeli diukur menggunakan alat ukur dari penelitian oleh Müller, Mattke, dan Maier (2019). Trait openness to experience diukur menggunakan alat ukur Big Five Inventory yang dikembangkan oleh John, Donahue, dan Kentle (1991) yang telah diadaptasi oleh Ramdhani (2012). Partisipan terdiri dari 312 perempuan berusia 18 sampai 24 tahun. Hasil korelasi Pearson product moment menemukan: a.) terdapat hubungan signifikan dan positif antara kredibilitas influencer dan intensi membeli, dan b.) openness to experience tidak memoderasi kredibilitas influencer dalam mempengaruhi intensi membeli. Temuan penelitian ini dapat dimanfaatkan oleh influencer maupun brand dalam menentukan strategi pemasaran produk.

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This study aimed to examine the relationship between Instagram influencers credibility and purchase intentions, and whether there was a moderation interaction from openness to experience personality trait. Instagram influencer credibility and purchase intentions were measured by questionnaire from previous study by Müller, Mattke, and Maiers (2019). Openness to experience was measured using Big Five Inventory (John, Donahue, Kentle, 1991) which had been adapted by Ramdhani (2012). Participants consisted of 312 women aged 18 to 24 years. Correlation using Pearsons product moment found that, a) there is a significant and positive relationship between influencers credibility and purchase intentions, and b) openness to experience trait did not moderate influencers credibility in influencing consumers purchase intentions. The findings of this study could be utilized both by influencers and brands in planning product marketing strategies."

"Skripsi ini membahas mengenai pengaruh green marketing terhadap green purchase behavior pada konsumen Fore Coffee di Jakarta. Penelitian ini juga bertujuan untuk melihat dimensi yang paling berpengaruh dari green marketing terhadap green purchase behavior. Dimensi-dimensi yang terdapat dalam green marketing adalah eco-brand, eco-label, dan environmental advertisement. Penelitian ini menggunakan metode kuantitatif dan Teknik pengambilan sampel purposive. Pada penelitian ini sampel yng diambil sebanyak 100 responden yang berdomisili di Jakarta, pernah membeli Fore Coffee, dan mengetahui Fore Coffee sebagai produk yang ramah lingkungan. Hasil dari penelitian ini membuktikan bahwa green marketing mempunyai pengaruh terhadap green purchase behavior sebesar 58.1% dan 41,9% lainnya dipengaruhi oleh faktor lain yang tidak diteliti oleh peneliti. Pada penelitian ini juga terlihat bahwa dimensi dari variabel green marketing yang memiliki pengaruh terbesar terhadap green purchase behavior adalah environmental advertisement.This research discusses the influence of green marketing on green purchase behavior. This research also aims to look at the most influential dimensions of green marketing to consumers buying intention. The dimensions in green marketing consist of eco-brand, eco-label, and environmental advertisement. This research uses quantitative methods and purposive sampling techniques. In this study, samples were taken from 100 respondents who live in Jakarta and consumer of Fore Coffee. The results of this study prove that green marketing has an influence on green purchase behavior at 58.1% and 41.9 % are influenced by other factors. This research also shows that dimension of green marketing variables that have the greatest influence on the green purchase behavior is environmental advertisement."

"Penelitian ini bertujuan untuk mengetahui bahwa social media marketing activities pada merek kosmetik lokal di Indonesia memiliki pengaruh terhadap brand equity. Sampel yang digunakan pada penelitian ini merupakan para pengguna media sosial yang berusia 18-34 tahun dan berdomisili di Indonesia. Terdapat sebanyak 200 responden terkumpul yang menggunakan metode purposive sampling dan diolah menggunakan Partial Least Square – Structural Equation Model (PLS-SEM). Hasil penelitian ini menunjukkan pengaruh dari social media marketing activities pada merek kosmetik lokal di Indonesia terhadap brand equity melalui brand love dan brand trust. Penelitian ini menunjukkan bahwa brand equity dipengaruhi langsung oleh social media marketing activites dan brand love. Kemudian, brand love juga memiliki efek mediasi terhadap hubungan antara social media marketing activities dan brand equity. Namun, brand trust tidak memiliki pengaruh terhadap brand equity baik secara langsung maupun tidak langsung.

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This study aims to determine the influence of social media marketing activities on the brand equity of Indonesian local beauty brands. The sample used in this study is social media users aged 18-34 years and domiciled in Indonesia. There were 200 respondents collected using purposive sampling method and processed using Partial Least Square – Structural Equation Model (PLS-SEM). The results of this study show the influence of social media marketing activities on the brand equity of Indonesian local beauty brands through brand love and brand trust. This research shows that brand equity is directly influenced by social media marketing activities and brand love. Then, brand love also has a mediating effect on the relationship between social media marketing activities and brand equity. However, brand trust has no influence on brand equity both directly and indirectly."