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Abstrak :
ABSTRAK Penelitian ini dilakukan untuk menganalisis dampak persepsi similaritas dengan konsumen lain pada suatu mal terhadap diskonfirmasi, afeksi, kepuasan, serta loyalitas konsumen dengan memperhitungkan motivasi konsumen ketika mengunjungi mal tersebut. Ialah mal kelas atas dan menengah atas di DKI Jakarta yang menjadi objek penelitian dalam penelitian ini sedangkan responden dalam penelitian ini adalah para pengunjung mal yang menjadi objek penelitian. Metode analisis data yang digunakan adalah Structural Equation Model SEM . Hasil penelitian ini menunjukkan bahwa persepsi similaritas secara langsung dan tidak langsung melalui diskonfirmasi positif mempengaruhi kepuasan dan selanjutnya loyalitas konsumen terhadap mal secara positif. Namun, afeksi positif tidak mampu memediasi pengaruh positif persepsi similaritas dengan konsumen lain terhadap kepuasan pada mal tanpa bantuan motivasi hedonis.

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ABSTRACT
This study was conducted to analyze the effect of perceived similarity to other customer in a shopping mall on disconfirmation, affection, satisfaction, and loyalty while investigating the motivation of the consumer on visiting the shopping mall. Upper class and upper middle class shopping mall in DKI Jakarta became the research object while the respondents in this study were the visitors of those shopping malls. Structural Equation Model SEM is used as data processing method. The results of this study indicate that perceived similarity on other customer is the positive indicator of shopping mall satisfaction and loyalty. Disconfirmation also plays role to mediates the effect while affection needs moderation from hedonic motives to mediates the effect.

Abstrak :
Saat ini banyak perusahaan bisnis yang memanfaatkan media sosial untuk ikut serta dalam membuat konten agar dapat menjangkau konsumen dan terlibat dalam percakapan dengan konsumen mereka. Fenomena ini mengubah cara perusahaan untuk mengenal lebih dekat dan mencapai konsumen. Penelitian ini bertujuan untuk memahami penerapan teori Stimulus – Organisme – Respons (S – O – R) di mana lingkungan media sosial berupa kualitas konten (content quality) dan interaksi merek (brand interactivity) merupakan stimuli (S) yang dapat menghasilkan reaksi emosional ataupun kognitif, yaitu motivasi hedonis (hedonic motive), motivasi utilitarian (utilitarian motive), dan keterlibatan konsumen (consumer engagement) (O) sehingga pada akhirnya mendorong respon perilaku berupa peningkatan kesadaran merek (brand awareness) dan niat beli (purchase intention) secara offline (R). Sampel dalam penelitian ini berjumlah 797 sampel yang diuji menggunakan pemodelan persamaan struktural. Selain itu, penelitian ini melakukan analisis multigrup berdasarkan product involvement, yaitu high involvement product dan low involvement product. Hasil penelitian ini menunjukkan bahwa semakin tinggi kualitas konten dan interaksi merek dengan konsumennya dapat meningkatkan motif hedonis maupun motif utilitarian. Namun interaksi merek tidak berpengaruh secara signifikan terhadap motif utilitarian. Selanjutnya hubungan ini memperkuat keterlibatan konsumen pada suatu merek dan meningkatkan kesadaran konsumen terhadap merek tersebut di media sosial. Keterlibatan konsumen yang tinggi ditambah dengan peningkatan kesadaran konsumen terhadap suatu merek menyebabkan peningkatan niat pembelian konsumen pada suatu produk secara offline. Selain itu, terdapat perbedaan perilaku konsumen high involvement product dan low involvement product terhadap kualitas konten dan interaksi merek yang memotivasi secara hedonis maupun utilitarian. ......Today many business companies use social media to participate in creating content to reach consumers and engage in conversations with their consumers. This phenomenon is changing the way companies know better and reach consumers. This study aims to understand the application of Stimulus - Organism - Response (S - O - R) theory in which social media environments such as content quality and brand interactivity are stimuli (S) that can produce emotional or cognitive reactions, namely hedonic motive & utilitarian motive, and consumer engagement (O) so that in the end it encourages behavioural responses in the form of increased brand awareness and offline purchase intention (R). The sample in this study amounted to 797 samples tested using structural equation modelling. Also, this study conducted a multigroup analysis based on product involvement, namely high involvement product and low involvement product. The results of this study indicate that the higher the quality of content and brand interactivity with consumers can increase the hedonic and utilitarian motives. But brand interactivity does not significantly influence utilitarian motives. Furthermore, this relationship strengthens consumer engagement in a brand and increases online consumer brand awareness on social media. This heightened online consumer engagement coupled with an increased online consumer brand awareness leads to an increase in the offline purchase intention. There are differences in consumer behaviour between high involvement product and low involvement product toward content quality and brand interactivity which motivate both hedonic and utilitarian motivations.

Abstrak :
Tesis ini meganalisa faktor-faktor yang dihipotesiskan dapat mempengaruhi niat konsumen untuk membeli secara online. Ada lima variabel yang dihipotesiskan mempengaruhi niat untuk membeli secara online langsung yaitu Attitude, Product Knowledge, Online Information Search, Perceived Risk, and Trust. Model penelitian ini diambil dari berbagai peneliti seperti jurnal dan juga studi orang. Menggunakan beberapa jurnal seperti, 'Online Purchase Determianants: Is Their Efect Moderated By Direct Experience?' by Broekhuizen and Huizingh 2009; 'The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator' by Chang and Chen, 2008; ?A Research Modeling to Understand Online Shopping Intention. Australian Journal of Basic & Applied Sciences? by Delafrooz, Paim, Khatibi, 2011; 'Consumer Behavior Research of Factors Influencing Online Purchase Intention' a thesis by Febriyanti, Institut Teknolgi Bandung, 2011. Ada 13 hipotesis yang disimpulkan dari model yang dibangun. Berdasarkan 341 responden konsumer online di wilayah JABODETABEK yang mengetahui secara khusus tentang Bukalapak.com, ditemukan bahwa dari 5 variabel yang dihipotesiskan mempengaruhi niat beli online secara langsung, ditemukan bahwa sebenarnya dalam kenyataan hanya 2 variabel yang secara signifikan mempengaruhi niat untuk membeli secara online. Kedua variabel itu adalah Online Information Search dan Percieved Risk. ......This thesis anlayzes the factors that are hypothesised to affect a consumer's intention to purchase online. There are five variables which are hypothesised to affect intention to purchase online directly which are Attitude, Product Knowledge, Online Information Search, Perceived Risk, and Trust. The model of this research is taken from various researchers such as journals and also past studies of people. The journals used in some consists of 'Online Purchase Determianants: Is Their Efect Moderated By Direct Experience?' by Broekhuizen and Huizingh 2009; 'The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator' by Chang and Chen, 2008; 'A Research Modeling to Understand Online Shopping Intention. Australian Journal of Basic & Applied Sciences' by Delafrooz, Paim, Khatibi, 2011; 'Consumer Behavior Research of Factors Influencing Online Purchase Intention' a thesis by Febriyanti, Institut Teknolgi Bandung, 2011. There are 13 hypotheses concluded from the model constructed. Based on 341 respondents in the JABODETABEK area who are online shoppers and know specifically about Bukalapak.com, it was found that from the 5 variable that are hypothesised to affect online purchase intention directly, it was found that there were actually in reality only 2 variables that significantly affects intention to purchase online. These two variables are online information search and perceived risk.