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"Dalam era digital yang kompetitif saat ini, merek lokal seperti Aerostreet ditantang untuk menerapkan strategi pemasaran inovatif guna menarik konsumen Generasi Z yang dikenal kritis, visual, dan aktif secara sosial di ruang digital. Penelitian ini bertujuan menganalisis pengaruh guerrilla marketing yang mencakup viral marketing, ambush marketing, buzz marketing, dan street graphic marketing terhadap keputusan pembelian Generasi Z di Indonesia, dengan brand awareness dan brand image sebagai variabel mediasi. Pendekatan kuantitatif digunakan dengan desain penelitian deskriptif dan teknik purposive sampling. Data dikumpulkan melalui kuesioner online dari 201 responden dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa viral marketing, buzz marketing, dan street graphic marketing berpengaruh signifikan dan positif terhadap keputusan pembelian, sedangkan ambush marketing tidak menunjukkan pengaruh langsung yang signifikan. Selain itu, brand awareness dan brand image terbukti memediasi sebagian besar hubungan antara strategi pemasaran dan keputusan pembelian. Hasil ini memberikan wawasan praktis tentang bagaimana persepsi merek memengaruhi perilaku beli konsumen muda dan menjadi dasar strategi pemasaran yang lebih relevan bagi Generasi Z.

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In today’s competitive digital era, local brands like Aerostreet are challenged to implement innovative marketing strategies to engage Generation Z consumers, who are known for being critical, visually driven, and socially active in digital spaces. This study aims to analyze the influence of guerrilla marketing comprising viral marketing, ambush marketing, buzz marketing, and street graphic marketing on the purchase decisions of Generation Z in Indonesia, with brand awareness and brand image as mediating variables. A quantitative approach was employed using a descriptive research design and purposive sampling technique. Data were collected through an online questionnaire from 201 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that viral marketing, buzz marketing, and street graphic marketing have a significant and positive influence on purchase decisions, while ambush marketing does not show a direct significant effect. Moreover, brand awareness and brand image significantly mediate most of the relationships between marketing strategies and purchase decisions. These results contribute to a deeper understanding of how brand perception shapes the purchasing behavior of younger consumers and provide practical insights for developing marketing strategies tailored to Generation Z. Future research is encouraged to broaden the scope of study and apply cross-generational comparisons to obtain more comprehensive insights."

"Isu ketidakadilan sosial masih sering terjadi di Indonesia. Mahasiswa, sebagai kelompok intelektual, diharapkan dapat bersikap kritis terhadap ketidakadilan. HAM merupakan bagian penting dari keadilan sosial. Mahasiswa saintek memiliki keterbatasan paparan terhadap materi isu sosial dalam kurikulum mereka, sehingga pemahaman terhadap isu ketidakadilan mungkin dipengaruhi oleh faktor-faktor di luar pendidikan formal. Penelitian ini bertujuan untuk menguji peran fondasi moral terhadap sikap keadilan sosial pada mahasiswa rumpun saintek Generasi-Z di Indonesia. Penelitian ini adalah penelitian kuantitatif yang menggunakan teknik analisis statistik melalui regresi berganda. Alat ukur yang digunakan adalah Moral Foundations Questionnaire 2 (MFQ-2) dan Attitudes towards Social Justice Scale (ATSJS). Partisipan penelitian berjumlah 140 mahasiswa saintek Generasi-Z (Perempuan = 70,7% , mean usia = 20,56). Hasil penelitian menunjukkan bahwa fondasi moral memiliki peran positif yang signifikan dan dapat menjelaskan 42,1% variabilitas dalam sikap keadilan sosial (F(6,133) = 16.1, p < .001, R² = 0.421). Fondasi yang berperan adalah Care dan Proportionality, yang keduanya memiliki pengaruh positif. Secara keseluruhan, hasil penelitian ini menekankan pentingnya fondasi moral dalam membentuk sikap keadilan sosial di kalangan mahasiswa saintek Generasi-Z.

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The issue of social injustice remains prevalent in Indonesia. College students, as intellectuals, are expected to critically address such injustice. Human rights are a key component of social justice. STEM students have limited exposure to social issues in their curriculum, so understanding of social injustice issues may be influenced by factors outside of formal education. This study aims to examine the role of moral foundations in shaping social justice attitudes among Generation-Z STEM students in Indonesia. This research adopts a quantitative approach and applies statistical techniques, specifically multiple regression analysis. The measuring instruments used were the Moral Foundations Questionnaire 2 (MFQ-2) and the Attitudes towards Social Justice Scale (ATSJS). The study participants consisted of 140 Generation-Z STEM students (Female = 70.7%, mean age = 20.56). The results revealed that moral foundations had a significant positive impact and could explain 42.1% of the variability in social justice attitudes (F(6,133) = 16.1, p < .001, R² = 0.421), with Care and Proportionality are the only foundations with a significant positive influence. Overall, the findings underscore the importance of moral foundations in shaping social justice attitudes among Generation-Z STEM students."

"Penelitian ini menguji peran fondasi moral terhadap sikap keadilan sosial pada mahasiswa Generasi-Z rumpun sosial humaniora di Indonesia. Menggunakan metode kuantitatif dengan analisis regresi berganda, penelitian ini mengukur fondasi moral melalui Moral Foundation Questionnaire 2 (MFQ-2) dan sikap keadilan sosial dengan Attitudes towards Social Justice Scale. Hasilnya menunjukkan bahwa fondasi moral, khususnya Care dan Proportionality, memiliki peran positif signifikan dan dapat menjelaskan 35,9% variabilitas dalam sikap keadilan sosial mahasiswa. Penelitian ini menekankan pentingnya pengembangan fondasi moral Care dan Proportionality di kalangan mahasiswa untuk meningkatkan efektivitas pengabdian masyarakat dalam mewujudkan keadilan sosial. Implikasi dari temuan ini menunjukkan bahwa perguruan tinggi dapat mendorong mahasiswa Generasi-Z rumpun sosial humaniora mengembangkan fondasi moral Care dan Proportionality, dengan harapan mahasiswa dapat membangun sikap keadilan sosial dan menjalankan kewajiban Tridharma perguruan tinggi dengan lebih efektif.

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This research examines the role of moral foundations on social justice attitudes among Generation Z social sciences and humanities students in Indonesia. Employing a quantitative method with multiple regression analysis, the study measures moral foundations using the Moral Foundation Questionnaire 2 (MFQ-2) and social justice attitudes with the Attitudes towards Social Justice Scale. The results indicate that moral foundations, particularly Care and Proportionality, have a significant positive role and can explain 35.9% of the variability in students' social justice attitudes. This research emphasizes the importance of developing the moral foundations of Care and Proportionality among students to enhance the effectiveness of community service in achieving social justice. The implications of these findings suggest that universities can encourage Generation Z social sciences and humanities students to develop Care and Proportionality moral foundations, with the expectation that students will cultivate social justice attitudes and thus be able to fulfill the Tridharma of higher education more effectively."

"Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan pembelian muslim di Indonesia dalam membeli produk makanan cemilan (snack) asal Jepang yaitu Pocky yang dimoderasi oleh pengetahuan produk halal dalam faktor-faktor tersebut. Penelitian ini menggunakan variabel negara asal, brand image, keputusan pembelian dan juga pengetahuan produk halal sebagai variabel moderasi. Penelitian ini menggunakan data primer yakni 150 responden yang tersebar di seluruh wilayah Indonesia. Penelitian ini menggunakan aplikasi SmartPLS 3.0 untuk menguji hipotesis dan memaparkan hasil penelitian. Hasil Penelitian ini menyatakan bahwa negara asal dan brand image berpengaruh terhadap keputusan pembelian konsumen muslim. Sedangkan pengetahuan produk halal belum mampu untuk memoderasi pengaruh negara asal dan brand image terhadap keputusan pembelian konsumen muslim. Dengan demikian, diharapkan pemerintah dan Lembaga keagamaan dapat menguatkan pengetahuan produk halal di masyarakat agar pengetahuan produk halal dapat menjadi pendukung dalam pengambilan keputusan konsumen muslim.

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This research aims to find out the factors that influence the purchasing decisions of Muslims in Indonesia in buying snack food products from Japan, namely Pocky, which are moderated by knowledge of halal products in these factors. This research will use the variabels country of origin (COO), brand image, purchasing decisions and also knowledge of halal products as moderating variabels. This research will use primary data which will be distributed to at least 150 respondents spread throughout Indonesia. This research uses the SmartPLS application to test hypotheses and present research results. The results of this research state that country of origin (COO) and brand image influence Muslim consumers' purchasing decisions. Meanwhile, knowledge of halal products has not been able to moderate the relationship between country of origin (COO) and brand image on Muslim consumers' purchasing decisions. Thus, it is hoped that the government and religious institutions can strengthen knowledge of halal products in the community so that knowledge of halal products can support Muslim consumer decision making."

"Co-branding sebagai salah satu strategi pemasaran dilakukan oleh pemasar merek untuk bersaing dengan merek lainnya. Studi ini menguji keberadaan mediator dalam hubungan self-image congruence, product quality dan image fit, terhadap purchase intention, yaitu melalui brand attachment, product category involvement dan attitude towards co-branding product. Untuk menguji enam hipotesis dilakukan pengumpulan data dari 220 responden yang dipilih berdasarkan metode purposive sampling. Adapun responden dalam penelitian ini adalah konsumen generasi milenial dan generasi Z yang mengetahui merek Somethinc dan Kopi Kenangan. Melalui teknik Structural Equation Modelling (SEM) ditemukan bahwa tiga hipotesis didukung dalam penelitian ini dan menunjukkan bahwa efek mediasi memberikan pengaruh signifikan terhadap niat beli konsumen terhadap produk co-branding industri kecantikan. Melalui penelitian ini, marketer dapat meningkatkan kesesuaian citra diri konsumen dengan merek, kesesuaian merek yang berkolaborasi dan kualitas produk dalam praktik co-branding sehingga niat beli konsumen dapat meningkat dengan signifikan.

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Co-branding is one of the marketing strategies carried out by brand marketers to compete with other brands. This study proves the existence of mediators in the relationship between self-image congruence, product quality and image fit on purchase intention, through brand attachment, product category involvement and attitudes towards co-branding product. To examine the six hypotheses, data were collected from 220 respondents selected based on the purposive sampling method. The respondents in this study were millennial and generation Z consumers who knew the Somethinc and Kopi Kenangan. Through the Structural Equation Modeling (SEM) technique, it was found that three hypotheses were supported in this study and showed that the mediation effect had a significant influence on consumer purchase intention towards co-branding products in the beauty industry. Through this study, marketers can improve the congruity of consumer self-image with the brand, the suitability of collaborating brands and product quality in co-branding so that consumer purchase intention can increase significantly."

"ABSTRAKPenelitian ini berfokus pada pengaruh permission e-mail marketing terhadap brand image dan consumer behavior. Penelitian ini menggunakan desain riset konklusif desriptif single cross-sectional kepada 185 responden dengan menggunakan teknik purposive sampling. Responden yang dipilih merupakan responden yang memiliki Starbucks Card dan menyetujui untuk dikirimkan e-mail oleh Starbucks. Setelah mengolah data menggunakan Structural Equation Modeling SEM dengan AMOS 21, didapatkan hasil bahwa permission e-mail marketing mempunyai peran dalam membangun attitudes toward e-mail ad, attitudes toward e-mail ad mempunyai peran dalam membangun brand image, serta brand image dapat mendorong consumer behavior. Penelitian ini juga menunjukkan bahwa perceived intrusiveness tidak melemahkan secara signifikan pengaruh permission e-mail marketing terhadap attitudes toward e-mail ad, serta brand image tidak dapat secara langsung mempengaruhi consumer response tanpa melalui intentions toward sender. Hasil lain yang didapatkan adalah dua aspek dari permission e-mail marketing, yaitu quality of information dan financial rewards merupakan aspek terpenting dalam membangun attitudes toward e-mail ad yang positif.

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ABSTRACTThe focus of this study is the effect of permission e mail marketing on brand image and consumer behavior. This study used conclusive descriptive single cross sectional research and the 185 respondents were drawn through purposive sampling. The criteria of the respondents must had Starbucks Card and allow Starbucks to send them e mail advertising. The gathered data then analyzed using Structural Equation Model SEM with AMOS 21. The result showed that permission e mail marketing had a role in building attitudes toward e mail ad, attitudes toward e mail ad had a role in building brand image and brand image encouraged consumer behavior. The result also stated that perceived intrusiveness didn rsquo t weaken the effect of permission e mail marketing on attitudes toward e mail ad and brand image couldn rsquo t affect consumer response without intentions toward sender. Beside that, it also stated that the two aspects of permission e mail marketing, which was quality of information and financial rewards, had an important part in building positive attitudes toward e mail ad."

"Beberapa penelitian meneliti pengaruh ecolabel pada intensi pembelian produk berkemasan ramah lingkungan, namun hanya sedikit yang meneliti pengaruh ecolabel dalam konteks kredibilitas ecolabel tersebut. Studi ini bertujuan untuk mengeksplorasi faktor yang menentukan intensi pembelian customer pada produk berkemasan ramah lingkungan dalam konteks produk FMCG di Indonesia. Survei ini dilakukan terhadap lebih dari 500 responden yang telah membeli produk FMCG sebelumnya. Studi ini menemukan bahwa Green Price, Green Advertising, Green Packaging, Greenwashing, dan Ecolabel menjadi faktor yang mempengaruhi minat beli dengan pengaruh Greenwashing yang mengurangi minat pembelian pada customer. Mengingat baru beberapa penelitian yang membahas topik ini, terlebih di Indonesia, maka hasil penelitian ini diharapkan dapat memberikan pandangan baru bagaimana ecolabel memberikan peran yang penting bagi kredibilitas produk berkemasan ramah lingkungan serta gambaran bagaimana bauran pemasaran mempengaruhi perilaku pembelian customer FMCG di Indonesia.

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Several studies have examined the influence of ecolabels on the purchase intention of environmentally friendly packaged products, but few have examined the influence of ecolabels in the context of the credibility of ecolabels. This study aims to explore the factors that determine customer purchase intention in environmentally friendly packaged products in the context of FMCG products in Indonesia. This survey was conducted on more than 500 respondents who had purchased FMCG products before. This study found that Green Price, Green Advertising, Green Packaging, Greenwashing, and Ecolabel are factors that affect buying interest with the influence of Greenwashing which reduces buying interest in customers. Considering that there are only a few studies that discuss this topic, especially in Indonesia, the results of this study are expected to provide a new view of how ecolabels play an important role in the credibility of environmentally friendly packaged products and an overview of how the marketing mix affects the purchasing behavior of FMCG customers in Indonesia."

"Tren saat ini dimana pelanggan mengharapkan dan menuntut perusahaan untuk beroperasi secara etis menyebabkan banyak perusahaan menjunjung tinggi etika untuk mendapatkan kekuatan yang lebih besar dalam menghadapi persaingan di pasar. Hal yang sama berlaku untuk Starbucks, merek kopi yang sudah ada sejak lama yang dikenal luas di seluruh dunia dan di Indonesia. Tingginya konsumsi kopi di Indonesia semakin membuktikan bahwa perlunya memahami persepsi pelanggan terhadap sebuah kedai kopi. Namun, masih sedikit yang diketahui mengenai pengaruh customer perceived ethicality terhadap brand equity kedai kopi di Indonesia. Oleh karena itu, penelitian ini menganalisis pengaruh customer perceived ethicality terhadap brand equity Starbucks di Indonesia. Data dikumpulkan dari total 212 Milenial yang lahir antara tahun 1981-1996 dan Generasi Z yang lahir antara tahun 1997-2007, yang telah menjadi pelanggan Starbucks di Indonesia setidaknya sepuluh kali seumur hidup dan tinggal di Jabodetabek. Data yang diperoleh dari hasil pre-test diolah dengan menggunakan IBM SPSS Statistics 25 untuk dinilai validitas dan reliabilitasnya. Sedangkan data yang diperoleh dari main test diolah dan dianalisis menggunakan SmartPLS (v. 3.2.9) untuk menjawab pertanyaan penelitian. Hasil penelitian menunjukkan bahwa customer perceived ethicalit memiliki pengaruh positif terhadap brand image dan brand equity Starbucks di Indonesia. Selain itu, recognition benefits tidak memediasi pengaruhcustomer perceived ethicality terhadap brand equity Starbucks di Indonesia. Meskipun brand heritage tidak memoderasi pengaruh customer perceived ethicality terhadap recognition benefits, brand heritage memperkuat pengaruh customer perceived ethicality terhadap brand equity Starbucks di Indonesia. Ditemukan juga bahwa brand image tidak memediasi pengaruh recognition benefits terhadap brand equity, tetapi memiliki pengaruh langsung positif terhadap brand equity Starbucks di Indonesia. Implikasi manajerial dari penelitian ini adalah bahwa Starbucks Indonesia atau praktisi bisnis sejenis lainnya yang ingin memperkuat brand equity mereka perlu mengembangkan customer perceived ethicality dengan secara aktif terlibat dalam kegiatan CSR, mengembangkan brand image dengan aktivitas seperti periklanan dan hubungan masyarakat, dan mengembangkan brand heritage dengan secara konsisten memberikan layanan berkualitas tinggi kepada pelanggan mereka.

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The current trend where customers expect and demand companies to operate ethically causes many companies to uphold ethics to obtain greater strength in facing competition in the market. The same is true for Starbucks, a long-established coffee brand widely known worldwide and in Indonesia. The high consumption of coffee in Indonesia further proves that it is necessary to understand customer perceptions of a coffee shop. However, little is known regarding the effect of customer perceived ethicality on the brand equity of a coffee shop in Indonesia. Therefore, this study analyzes the effect of customer perceived ethicality on the brand equity of Starbucks in Indonesia. The data was collected from a total of 212 Millennials born between 1981-1996 and Generation Z born between 1997-2007, who have been Starbucks customers in Indonesia at least ten times in their lifetime and live in the Jakarta Metropolitan Area (Jabodetabek). The data obtained from the pre-test results were processed using IBM SPSS Statistics 25 to assess its validity and reliability. On the other hand, data obtained from the main test were processed and analyzed using SmartPLS (v. 3.2.9) to answer research questions. The results show that customer perceived ethicality has a positive effect on the brand image and brand equity of Starbucks in Indonesia. Furthermore, recognition benefits do not mediate the effect of customer perceived ethicality on the brand equity of Starbucks in Indonesia. Although brand heritage does not moderate the effect of customer perceived ethicality on recognition benefits, brand heritage strengthens the effect of customer perceived ethicality on the brand image of Starbucks in Indonesia. It was also found that brand image does not mediate the effect of recognition benefits on brand equity, but has a direct positive effect on the brand equity of Starbucks in Indonesia. The managerial implications of this research are that Starbucks Indonesia or other similar business practitioners who want to strengthen their brand equity need to develop customer perceived ethicality by actively engaging in CSR, develop a brand image by emphasizing activities such as advertising and public relations, and develop a brand heritage by consistently providing high-quality service to their customers."

"Pemberitaan tentang kebocoran data pada tiga e-commerce di Indonesia pada Mei 2020 terjadi secara masif. Berdasarkan penelitian sebelumnya di negara lain, kebocoran data menurunkan trust dan keinginan membeli kembali. Faktanya, penurunan penggunaan e-commerce terjadi, tapi yang mengalami kebocoran data paling masif malah mengalami peningkatan kunjungan. Perbedaan ini menjadi fokus penelitian yang ingin melihat dalam konteks kebocoran data apakah ada pengaruh SCCT’s Crisis Response Strategies terhadap keputusan pembelian, apakah ada pengaruh loyalitas brand terhadap keputusan pembelian, dan apakah ada pengaruh interaksi kedua variabel ini terhadap keputusan pembelian. SCCT’s Crisis Response Strategies diturunkan ke dalam strategi yang digunakan oleh ketiga e-commerce yakni denial dan diminish sementara loyalitas brand dibedakan menjadi loyalitas brand tinggi dan loyalitas brand rendah. Penelitian ini dilakukan menggunakan metode eksperimen faktorial 2x2 pada 120 responden yang dibagi ke dalam 4 kelompok. Melalui uji chi-square, ditemukan bahwa asosiasi variabel loyalitas brand terhadap indikator keputusan pembelian perceived risk paling signifikan. Uji Post-Hoc juga mendukung bahwa kelompok dengan SCCT’s Crisis Response Strategies yang sama menunjukkan perbedaan rerata yang signifikan. Setelah dikomparasi dengan hasil survei dari Katadata dan Kominfo, ditemukan bahwa kesadaran akan perlindungan data pribadi dan literasi digital pada kelompok usia responden (gen Z) masih rendah.

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News about data leaks in three e-commerce in Indonesia in May 2020 occurred massively. Based on previous research in other countries, data leaks lower trusts and the desire to buy back. In fact, the decline in e-commerce usage occurred, but the most massive data leak experienced an increase in visits. This difference is the focus of research that wants to see in the context of data leakage whether there is an influence of SCCT's Crisis Response Strategies on purchasing decisions, an influence of brand loyalty on purchasing decisions, and an influence of interaction of these two variables on purchasing decisions. SCCT's Crisis Response Strategies are derived into strategies used by all three e-commerce, namely denial and diminish posture while brand loyalty is distinguished into high brand loyalty and low brand loyalty. This study was conducted using 2x2 factorial experiment method in 120 respondents divided into 4 groups. Through the chi-square test, it was found that the association of brand loyalty to the indicators of purchasing decisions (perceived risk) was the most significant. The result of Post-Hoc test also supports that groups with the same SCCT's Crisis Response Strategies show significant average differences. After being compiled with the results of a survey from Katadata and Kominfo, it was found that awareness of personal data protection and digital literacy in the respondent's age group (generation Z) is still low."

"Industri fesyen adalah salah satu kontributor utama pada sektor ekonomi kreatif di Indonesia. Produk domestik bruto (PDB) industri tekstil dan pakaian jadi mencapai Rp35,17 triliun pada kuartal II tahun 2022. Tren fesyen di Indonesia pada mulanya banyak mengadaptasi gaya busana masyarakat luar negeri. Namun tren ini mulai bergeser dengan munculnya banyak merek lokal yang mulai dikenal oleh masyarakat. Co-branding merupakan strategi pemasaran yang populer digunakan oleh para pemasar untuk mengenalkan produknya. Terdapat banyak merek fesyen lokal di Indonesia yang berkolaborasi dengan influencers media sosial untuk menjangkau lebih banyak konsumen. Penelitian ini dilakukan untuk mengetahui faktor co-branding apa saja yang dapat memengaruhi pembelian konsumen terhadap produk kolaborasi merek fesyen lokal dengan social media influencers (SMI). Model penelitian dibangun menggunakan teori reasoned action dan teori co-branding untuk memahami faktor-faktor yang mempengaruhi niat beli. Penelitian dilakukan secara kuantitatif dengan menyebarkan kuesioner secara online. Analisis sebanyak 206 data responden dilakukan dengan metode Partial Least Square (PLS-SEM). Hasil penelitian menunjukkan bahwa faktor SMI expertise mempengaruhi perceived fit yang lebih lanjut memengaruhi attitude towards co-brand dan purchase intention. Sedangkan faktor brand coolness, self-brand connection with influencers dan product involvement tidak ditemukan mempengaruhi perceived fit.

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The fashion industry is one of the main top contributors to the creative economy sector in Indonesia. The gross domestic product (GDP) of the textile and apparel industry reached IDR 35.17 trillion in the second quarter of 2022. At the beginning of its development, Indonesian fashion trends still adapted many foreign fashion styles. However, this trend began to shift with the emergence of many local brands that began to be recognized by the public. Co-branding is a popular marketing strategy used by marketers to introduce their products. There are many local fashion brands in Indonesia that collaborate with social media influencers to reach more consumers. This research was conducted to find out what co-branding factors can influence consumer purchases of local fashion brand collaboration products with social media influencers (SMI). The research model was built using reasoned action theory and co-branding theory to understand the factors that influence purchase intention. The research was conducted quantitatively by distributing questionnaires online. Analysis of 206 respondent data was carried out using the Partial Least Square (PLS-SEM) method. The results showed that the SMI expertise factor affects perceived fit which further affects attitude towards co-brand and purchase intention. While the factors of brand coolness, self-brand connection with influencers and product involvement were not found to affect perceived fit."