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"Pandemi COVID-19 sudah berlangsung selama dua tahun. Melihat dampak yang dirasakan oleh masyarakat, banyak perusahaan berkontribusi memberikan bantuan selama pandemi ini melalui berbagai bentuk tanggung jawab sosial, salah satunya yaitu melalui aktivitas Cause-Related Marketing, terkhusus COVID-19 cause-related campaign. Oleh karena itu, penelitian ini dilakukan dengan tujuan untuk menganalisis bagaimana attitude towards COVID-19 cause-related campaign yang dipengaruhi oleh identification with the cause, donation size, emotional arousal, subjective norm memediasi dan mempengaruhi purchase intention dari masyarakat milenial muslim Indonesia. Selain itu, melihat besarnya jumlah penduduk muslim di Indonesia, studi ini juga menganalisis efek moderasi dari religiusitas Islam dalam hubungan antara attitude towards COVID-19 cause-related campaign dengan intensi pembelian konsumen dan brand attitude. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM) untuk mengetahui hubungan antar variabel laten, efek mediasi, dan moderasi dengan menggunakan aplikasi LISREL 8.8. Berdasarkan data dari 341 responden milenial muslim, diketahui bahwa attitude towards COVID-19 cause-related campaign memiliki efek signifikan pada intensi pembelian konsumen. Selain itu, hasil penelitian membuktikan adanya efek mediasi dari attitude towards COVID-19 cause-related campaign pada hubungan antara identification with the cause, emotional arousal, dan subjective norm dengan intensi pembelian konsumen. Kemudian, hasil penelitian juga mengkonfirmasi adanya efek moderasi dari variabel religiusitas Islam pada hubungan antara attitude towards COVID-19 cause-related campaign dengan brand attitude.

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The COVID-19 pandemic has been around for two years at this point. Seeing the impact felt by the community, many companies had contributed to provide assistance during this pandemic through various means of social responsibility, one of which is through Cause-Related Marketing activities, in particular the COVID-19 cause-related campaign. Therefore, this study was conducted with the aim of analyzing how attitude towards COVID-19 cause-related campaigns which are influenced by identification with the cause, donation size, emotional arousal, subjective norm mediate and influence the purchase intention of Indonesian Muslim millennials. In addition, given the large Muslim population in Indonesia, this study also analyzes the moderating effect of Islamic religiosity in the relationship between attitude towards COVID-19 cause-related campaigns with consumer purchase intention and brand attitude. The analysis method used in this study is the Structural Equation Modelling (SEM) to determine the relationship between latent variables, mediation effects, and moderation using the LISREL 8.8 software. Based on the data from 341 Muslim millennial respondents, it is known that attitude towards COVID-19 cause-related campaigns has a significant effect on consumer purchase intentions. In addition, the results prove the mediating effect of attitude towards COVID-19 cause-related campaign on the relationship between identification with the cause, emotional arousal, and subjective norm with consumer purchase intention. Furthermore, the results also confirms the moderating effect of the Islamic religiosity variable on the relationship between attitude towards COVID-19 cause-related campaign and brand attitude."

"This study explores how players in the Discord community perceive the representation of skin colors in Genshin Impact's Sumeru characters and its impact on the game's overall representation. Applying textual analysis, data collected from a survey distributed within the Discord community was analyzed through the lens of Consalvo's (2007) concept of orientalism in the context of video games. Findings reveal complex responses among players regarding skin color representation in Sumeru. While players, particularly those from the South West Asia and North Africa (SWANA) region, express frustration over the lack of diverse and accurate representation of skin colors in playable characters, some other players appreciate the diversity present in non-playable characters (NPCs) and certain aspects of cultural representations. This study highlights the importance of culturally sensitive representation in games and the need for improved diversity to better connect with the real-world cultures and people that games use as references. The findings contribute to a broader understanding of the complex relationship between representation and players’ experiences within a gaming environment. This study also suggests further research with larger sample sizes or across different online communities as it may lead to different findings.

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Tugas akhir ini mengkaji bagaimana pemain dalam komunitas Discord memandang representasi warna kulit pada karakter Sumeru di Genshin Impact dan dampaknya terhadap representasi keseluruhan dalam game tersebut. Dengan menerapkan analisis tekstual, data yang dikumpulkan dari survei yang disebarkan di komunitas Discord dianalisis melalui konsep orientalisme Consalvo (2007) dalam konteks video game. Temuan mengungkapkan respons yang kompleks di antara pemain mengenai representasi warna kulit di Sumeru. Sementara pemain, terutama yang berasal dari wilayah Asia Barat Daya dan Afrika Utara, mengungkapkan rasa frustasi atas kurangnya representasi warna kulit yang beragam dan akurat pada karakter yang dapat dimainkan, beberapa pemain lain menghargai keberagaman yang ada pada karakter yang tidak dapat dimainkan (NPC) dan aspek-aspek representasi budaya lainnya. Tugas akhir ini menjelaskan pentingnya representasi yang peka budaya dalam dunia game dan kebutuhan akan peningkatan keberagaman untuk lebih terhubung dengan budaya dan masyarakat dunia nyata yang dijadikan referensi oleh game tersebut. Hasil tugas akhir ini berkontribusi pada pemahaman yang lebih luas tentang hubungan kompleks antara representasi dan pengalaman pemain dalam lingkungan game. Tugas akhir ini juga menyarankan penelitian lebih lanjut dengan ukuran sampel yang lebih besar atau di berbagai komunitas online yang berbeda karena mungkin akan menghasilkan temuan yang berbeda."