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"Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang memengaruhi niat dan pengadopsian layanan Buy Online Pick-up in Store (BOPS) pada konsumen di Indonesia. Faktor-faktor yang diteliti dalam penelitian ini berdasarkan pada modifikasi Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) dan beberapa dimensi lainnya. Studi ini merupakan cross-sectional dengan melakukan survey kepada 340 konsumen yang pernah menggunakan layanan BOPS sebelumnya dan dianalisis menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa faktor-faktor yang memengaruhi niat konsumen untuk menggunakan kembali layanan BOPS adalah motivasi hedonis, kompatibilitas, orientasi untuk berhemat, inovasi personal, dan kepercayaan. Selain itu, kepercayaan dan niat konsumen merupakan prediktor penggunaan layanan BOPS di Indonesia.

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This study aims to identify the factors influencing customers' intention and usage of the Buy Online Pick-up in Store (BOPS) service in Indonesia. The factors examined in this study are based on modifying the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and expanded with additional dimensions. The research surveyed 340 existing BOPS customers in Indonesia. The result shows hedonic motivation, compatibility, price-saving orientation, personal innovativeness, and trust are predictors of the customer's intention to use the BOPS service in the future. Moreover, trust and continuance intention were found to be the factors that influence customers to adopt BOPS service. Meanwhile, performance expectancy, effort expectancy, and social influence do not significantly affect customers' intention to use the BOPS service. The output of this study adds the existing knowledge that explains customer behavior, BOPS explicitly as one of omnichannel service."

"Penelitian ini bertujuan untuk menganalisis pengaruh customer-to-customer electronic word of mouth melalui TikTok terhadap purchase intention skincare product pada generasi Z di Indonesia. Media sosial merupakan media penyebaran electronic word of mouth. Dalam penelitian ini, peneliti ingin menginvestigasi faktor apa yang memengaruhi eWOM usefulness dan credibility dan mengapa konsumen mengadopsi eWOM sebelum melakukan pembelian. Penelitian ini merupakan penelitian kuantitatif dan dengan metode Partial Least Square – Structural Equation Modeling (PLS-SEM). Hasil dari penelitian ini menemukan bahwa aperceived persuasiveness, perceived informativeness, source expertise, dan source trustworthiness memiliki efek positif terhadap eWOM usefulness dan credibility dan pada akhirnya mempengaruhi purchase intention melalui mediasi.

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This study aims to analyze the influence of customer-to-customer electronic word of mouth via TikTok on the purchase intention of generation Z’s skincare products in Indonesia. Social media is a medium to spread electronic word of mouth. This research wants to investigate factors that affect eWOM’s usefulness and credibility and why consumers adopt eWOM before they make a purchase. The quantitative research was conducted using Partial Least Square - Structural Equation Modeling (PLS-SEM). According to the results, perceived persuasiveness, perceived informativeness, source expertise, and source trustworthiness have positive effects on eWOM's usefulness and credibility, then, through mediation, affect the purchase intention."

"ABSTRAKPenelitian ini bertujuan untuk mengetahui bagaimana self-identity konsumen perempuan melalui four-season fashion dari perusahaan fast fashion Zara. Kerangka pemikiran dari penelitian ini menggunakan konsep utama dari self-identity, fashion, dan perempuan dan fashion. Metodologi penelitian ini menggunakan metode kualitatif dengan teknik pengambilan data melalui wawancara mendalam dan studi data sekunder seperti jurnal, berita, artikel, serta buku sebagai alat untuk mendapatkan analisis data. Keabsahan data penelitian ini menggunakan azas kepercayaan dengan kriteria, yaitu: credibility, transferability, dependability, dan confirmability. Hasil dari penelitian ini menemukan bahwa self-identity konsumen perempuan four-season fashion terbagi atas tiga kategori, yaitu feminine-season identity, masculine-season identity, dan unisex-season identity. Feminine-season identity muncul dari karakter girly yang cenderung menyukai Spring/ Summer Season Fashion, masculine-season identity muncul dari karakter boyish yang cenderung menyukai Fall/Winter Season Fashion, dan unisex-season identity muncul dari karakter girly yang cenderung menyukai Fall/Winter season fashion ataupun sebaliknya.

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ABSTRACTThis study aims to find out how the self-identity of female consumers through four-season fashion from fast fashion company Zara. The framework of this study uses the main concepts of self-identity, fashion, and women and fashion. The methodology of this study uses qualitative methods with data Collection techniques through in-depth interviews and secondary data studies such as journals, news, articles, and books as a tool to obtain data analysis. This research also uses the validity of dependability and conformability. The results of this study found that the self-identity of female consumers of four-season fashion is divided into three categories, which are feminine-season identity, masculine-season identity, and unisex-season identity. Feminine-season identity emerges from girly characters who tend to like Spring / Summer Season Fashion, masculine-season identity emerges from boyish characters who tend to like Fall / Winter Season Fashion, and unisex-season identity emerges from girly characters who tend to like Fall / Winter season fashion or vice versa."

"Belakangan ini media sosial TikTok menunjukkan tren yang semakin meningkat. Adanya media sosial, termasuk salah satunya TikTok menawarkan kemungkinan baru dalam proses interaksi manusia terhadap suatu merek tertentu. Dengan demikian tujuan penelitian ini adalah untuk mengetahui pengaruh media sosial TikTok terhadap komponen ekuitas merek. Pada penelitian ini ekuitas merek diterjemahkan melalui pendekatan multidimensi, yang terdiri dari brand awareness, brand image, customer value, brand quality and loyalty. Hasil dari penelitian ini menyatakan adanya efek positif dan signifikan dari intensitas penggunaan media sosial terhadap brand awareness. Brand awareness juga mempengaruhi dimensi/komponen lain dari ekuitas merek, namun yang paling disorot adalah brand quality dan customer value terhadap keinginan melakukan WOM dan E-WOM. Pengambilan data dilakukan dengan metode purposive sampling menggunakan survei online kepada pengguna TikTok yang aware/mengetahui konten pariwisata Yogyakarta. Sebanyak 270 responden terkumpul yang kemudian diolah dan dianalisis menggunakan Partial Least Square-Structural Equation Method (PLS-SEM). Penelitian ini dapat membantu manajer khususnya pada industry hospitality dan leisure merumuskan strategi pemasaran melalui media sosial TikTok.

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Recently, TikTok has shown an increasing trend. The existence of social media offers new possibilities in the process of human interaction in a particular brand. Thus, the purpose of this study is to determine the effect of social media, especially TikTok on the components of brand equity. In this study, brand equity is translated through a multidimensional approach, which consists of brand awareness, brand image, customer value, brand quality and loyalty. The results of this study state that there is a positive and significant effect of the intensity of social media use on brand awareness. Brand awareness also affects other dimensions/components of brand equity, but the most highlighted are brand quality and customer value for the desire to do WOM and E-WOM. Data collection was carried out using a purposive sampling method using an online survey to TikTok users who were aware of Yogyakarta tourism content. Total of 270 respondents were collected which were processed and analyzed using Partial Least Square-Structural Equation Method (PLS-SEM). This research can help managers, especially in the hospitality and leisure industry to formulate marketing strategies through social media TikTok."