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Abstrak :
ABSTRAK
Pada tahun 2015, Indonesia berada di peringkat ketiga negara pengguna smartphone terbanyak dengan jumlah mencapai 65.2 juta pengguna (eMarketer Worldwide Mobile Users, 2015). Semua lapisan masyarakat kini memiliki akses untuk menggunakannya. Dalam membeli smartphone ada beberapa kriteria yang menjadi pertimbangan konsumen di Indonesia, yaitu fitur, harga, merek, serta tampilan smartphone tersebut. Namun di kondisi sekarang dimana biaya hidup terus meningkat, konsumen semakin sensitif dan selektif terhadap harga. Untuk mencari informasi mengenai kriteria-kriteria tadi, mayoritas konsumen di Indonesia menggunakan informasi word of mouth (Smartphone Buying Habit Survey by Jakpat, 2015). Erafone, ritel di bidang telekomunikasi terbesar di Indonesia yang fokus pada distribusi smartphone, adalah contoh ritel yang mampu melihat peluang dari fenomena diatas. Tujuan penelitian ini untuk mengetahui pengaruh perceived price dan word of mouth terhadap keputusan pembelian pada PT Erafone Artha Retailindo. Penelitian dilakukan pada lingkup mahasiswa Fakultas Ekonomi Universitas Indonesia Depok Angkatan 2011-2013, dengan objek penelitian dibatasi pada perceived price dan word of mouth sebagai variabel independen dan keputusan pembelian sebagai variabel dependen. Penelitian ini menggunakan pendekatan kuantitatif melalui metode survey yang dipilih secara random sampling. Hasil penelitian yang berdasarkan uji regresi menunjukkan bahwa (1) variabel perceived price memiliki pengaruh signifikan terhadap variabel word of mouth, (2) word of mouth memiliki pengaruh signifikan terhadap keputusan pembelian, dan (3) perceived price memiliki pengaruh signifikan terhadap keputusan pembelian pada ritel Erafone

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ABSTRACT
Indonesia is the world?s third-largest smartphone user populations with around 65,2 users by 2015 (eMarketer Worldwide Mobile Users, 2015). Nowadays, so many people, from all social class, can easily afford it. There are some criteria that might consider before purchasing smartphone, some of the criteria include: feature, price, brand, and appearance. However, in the presence of higher living cost, they have more price sensitivity and become increasingly selective. They tend to seek information from word of mouth (Smartphone Buying Habit Survey by Jakpat, 2015). Erafone, Indonesia?s leading telecommunication retail concentrating on the distribution of smartphone, is one of the example of succesful retail from the phenomenon listed above. The purpose of this study is to determine the effect of perceived price and word of mouth towards purchase decision on PT Erafone Artha Retailindo. The study conducted in the scope of the student of Faculty of Economics Universitas Indonesia Depok Class of 2011-2013, with the object of study is limited only to the variables of perceived price and word of mouth as the independent variable and purchase decision as the dependent one. This study is using quantitative method whom selected using random sampling method. The results of statistical tests using regression model indicate that (1) price differentiation has a significant effect towards word of mouth, (2) word of mouth has a significant effect towards purchase decision, and (3) price differentiation has a significant effect towards purchase decision

Abstrak :
The green consumer movement is a reflection of people’s concern about the environment and has given rise to the green market. Companies that want to survive in this market must be able to apply a green label to all aspects of their business. This research aims to understand the influence of attitude, perceived value, and perceived price among customers on the decision to repurchase Javanony herbal products. The sampling technique in this study is purposive sampling. This study concludes that the attitude of customers who already have an understanding of green products is not completely supported by the company in applying green marketing to create higher value for its customers. Consumers are ready to pay for the extra value, will pay a premium price, and will repurchase only if they perceive extra value in the green product.

Abstrak :
Produk private label brand di Indonesia menunjukkan pertumbuhan dan adopsi yang lambat. Alasan dari lemahnya adopsi private label brand di Indonesia adalah karena sifat konsumen Indonesia yang brand loyal dan minimnya usaha retailer dalam mengiklankan produknya sehingga konsumen mempertanyakan kualitas produk private label brand. Ditengah lemahnya adopsi private label brand dan berkembangnya pasar konsmetik domestik, Sephora masuk ke pasar Indonesia sebagai retailer baru dengan menjual private label brandnya sendiri. Riset ini meneliti tentang perceived product quality, perceived risk, perceived relative price terhadap customer value dan willingness to rebuy terhadap private label brand Sephora. Olah data penelitian ini menggunakan LISREL-SEM. Hasil pada penelitian ini menunjukkan bahwa perceived product quality dan perceived price mempengaruhi perceived value yang berujung kepada willingness to rebuy produk private label brand Sephora. Pada penelitian ini perceived value terbukti memediasi perceived quality dan perceived price terhadap willingness to rebuy dan perceived quality terbukti memediasi perceived relative price terhadap perceived value. Sementara itu, perceived risk terbukti tidak memiliki pengaruh terhadap perceived value dan perceived risk terbukti tidak memediasi perceived quality dan perceived value produk private label brand Sephora. ...... The growth and adoption of private label brand in Indonesia is proven to be sluggish. The reason behind the fall of private label adoption is because Indonesian consumers tend to be brand loyal and the retailers put less effort to advertise its private label brand product so that the quality of private label brand is questioned. In the fall of private label brand adoption and in the rise of the domestic cosmetics market industry, Sephora as an new entry player in the market sell its own private label brand. This research examines the impact of perceived product quality, perceived risk, perceived relative price towards customer value and willingness to rebuy of private label brand Sephora. The research data is run by LISREL SEM. The result of this research show that perceived product quality and perceived price influenced perceived value which also impacted willingness to rebuy Sephora's private label brand products. In this research perceived value is proven to mediate perceived quality and perceived price towards willingness to rebuy also perceived quality is proven to mediate perceived relative price towards perceived value. Meanwhile, perceived risk is proven having no impact on perceived value and perceived risk is proven having no mediating effect on perceived quality and perceived value of Sephora s private label brand products.

Abstrak :
Isu-isu lingkungan mulai meningkat terutama mengenai isu pemanasan global di mana semakin hari bumi semakin terancam akibat dari pemborosan energi yang dilakukan manusia dalam kehidupan sehari-harinya. Philips merupakan perusahaan yang bergerak di bidang elektronik mulai fokus dengan adanya isu pemanasan global ini dan memproduksi produk yang lebih ramah lingkungan dengan tujuan untuk mengurangi peningkatan dari pemanasan global. Produk tersebut adalah lampu hemat energi LED dari Philips yang dipasarkan dengan strategi green marketing. Penelitian ini akan mengukur pengaruh dari green marketing awareness dan perceived innovation pada purchase intention dengan mempertimbangkan mediasi perceived quality, perceived price, perceived risk, dan perceived value pada masyarakat di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling pada 150 responden yang diperoleh secara online. Hasil dari penelitian ini menunjukkan bahwa pengaruh dari green marketing awareness dan perceived innovation berpengaruh signifikan terhadap purchase intention. ......Environmental issues are starting to increase, especially regarding the issue of global warming where the earth is increasingly being threatened as a result of wasting energy by humans in their daily lives. Philips is a company engaged in electronics starting to focus on the issue of global warming and producing products that are more environmentally friendly with the aim of reducing the increase in global warming. This product is an energy saving LED lamp from Philips which is marketed with a green marketing strategy. This study will measure the effects of green marketing awareness and perceived innovation on purchase intention by considering the mediation of perceived quality, perceived price, perceived risk, and perceived value in the community in Jabodetabek. This study uses a quantitative approach with a purposive sampling technique on 150 respondents obtained online. The results of this study indicate that the influence of green marketing awareness and perceived innovation has a significant effect on purchase intention.

Abstrak :
The purpose-driven strategy telah menjadi salah satu keunggulan kompetitif yang digunakan oleh bisnis untuk menarik pasar. Meningkatnya minat terhadap produk yang berkelanjutan dan ramah lingkungan terlihat dalam perilaku konsumen, menunjukkan kesadaran mereka yang semakin meningkat terhadap fenomena terkini. Studi saat ini meneliti pengaruh green marketing awareness, perceived innovation, dan perceived price terhadap niat beli pelanggan dengan mempertimbangkan perceived value dari produk sebagai mediator di industri peralatan rumah tangga. Hipotesis yang diajukan diuji dengan menggunakan pendekatan structural equation modeling (PLS-SEM) terhadap total 282 responden yang dikumpulkan menggunakan teknik purposive sampling dan convenience sampling. Temuan menunjukkan bahwa green marketing awareness dan perceived innovation memiliki hubungan positif dengan niat beli konsumen melalui nilai yang dirasakan. Namun, hasilnya juga menyiratkan bahwa persepsi konsumen tentang harga produk peralatan rumah tangga hijau tidak memiliki hubungan dengan niat beli konsumen. Studi ini menawarkan wawasan praktis bisnis dalam mengembangkan strategi pemasaran hijau sebagai langkah strategis. ......The purpose-driven strategy has become one of the competitive advantages employed by businesses to attract the market. The increasing interest in sustainability and eco-friendly products is perceptible in the behavior of consumers, indicating their growing awareness of recent phenomena. The current study examined the effect of green marketing awareness, perceived innovation, and perceived price towards customer's purchase intention by considering consumers' perceived value of a product as the mediator in the home appliances industry. The proposed hypothesis was tested using the structural equation modelling (PLS-SEM) approach on a total of 282 respondents who were collected using both purposive and convenience sampling techniques. The findings indicated that the green marketing awareness and perceived innovation have a positive relationship with consumers purchase intention through perceived value. However, the result also implies that consumer's perception of green home appliances products' pricing has no relation to consumers purchase intention. This study offers businesses practical insights in developing a green marketing strategy as a strategic move.

Abstrak :
E-Grocery merupakan layanan grocery yang dilakukan secara online, yang mana pelanggan dapat melakukan pemesanan, memilih dan membayar belanja mereka secara online hanya dengan menggunakan aplikasi mobile. Pengguna e-grocery semakin meningkat dikarenakan adanya pandemi COVID-19. Pada Kuartal pertama tahun 2020, bisnis e-grocery mendapati lonjakan pengguna sebesar 20% dari sebelum masa pandemi. Penelitian ini dilakukan untuk mengetahui faktorfaktor yang dapat memengaruhi niat pengguna dalam melakukan pembelian kembali di aplikasi e-grocery. Hasil dari penelitian ini diolah dari 427 responden valid. Data tersebut kemudian dianalisis menggunakan metode Covariance Based Structural Equation Modelling (CB-SEM) dengan bantuan software AMOS 24. Hasil pengolahan data dan analisis data menunjukkan bahwa faktor yang memengaruhi memengaruhi niat pengguna dalam melakukan pembelian kembali di aplikasi e-grocery, yaitu online shopping satisfaction, trust to e-grocery, repurchase intention, perceived value, perceived price fairness, service excellence, attitude, efficiency, health conscious, dan product excellence. ......E-Grocery is an online grocery service, where customers can place orders, choose and pay for their shopping online using only a mobile application. E-grocery users are increasing due to the COVID-19 pandemic. In the first quarter of 2020, the egrocery business saw a 20% jump in users from before the pandemic. The study was conducted to see the factors that can influence user intentions to make repurchases in electronic store applications. The research results were processed from 427 valid respondents. The data is then analyzed using the Covariance Based Structural Equation Modeling (CB-SEM) method with the help of AMOS 24 software. The results of data processing and data analysis show that the factors that influence user intention to make repurchases in e-grocery applications are online shopping satisfaction. , trust in e-grocery, repurchase intention, perceived value, perceived price fairness, service excellence, attitude, efficiency, health awareness, and product excellence.

Abstrak :
ABSTRAK
Switching intention merupakan factor yang menyebabkan konsumen dapat kehilangan loyalitasnya terhadap suatu produk atau jasa. Dalam tesis ini dilakukan penelitian mengenai factor-faktor apa sajakah yang dapat mempengaruhi switching intention pada produk Microsoft Windows ke Apple Mac OS. Tujuan penelitian ini adalah mengetahui pengaruh customer satisfaction yang dipengaruhi oleh product quality dan perceived price dan switching barriers yang dipengaruhi oleh switching cost dan customer lock-in terhadap switching intention, juga pengaruh moderasi switching barriers terhadap hubungan customer satisfaction dan switching intention Microsoft Windows ke Apple Mac OS. Hasil penelitian tesis ini menunjukkan bahwa customer satisfaction dan switching barriers dapat mempengaruhi switching intention dan juga switching barriers dapat memoderasi hubungan antara customer satisfaction dan switching intention. Sehingga para marketers disarankan menggunakan strategi customer satisfaction dan switching barriers untuk mencegah terjadinya switching intention pada konsumennya.

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ABSTRACT
Switching intention is one factor that cause a costumer leaves a product or services. This thesis apply a research about what factors that effect switching intention Microsoft windows to Apple Mac Os. The goal of this research is to examine the effect of customer satisfaction effected by product quality and perceived price and switching barriers effected by switching cost and customer lock in to switching intention, also the effect of switching barriers moderate the relationship between customer satisfaction and switching intention Microsoft Windows to Apple Mac Os. The result of this thesis concludes that customer satisfaction and switching barriers have significant effect to switching intention, also switching barriers can moderate relationship between customer satisfaction and switching intention. Therefore marketers are advised to use the customer satisfaction and switching barriers strategy to avoid switching intention in their customers.

Abstrak :
Pasar produk kecantikan yang ramah lingkungan serta preferensi masyarakat terhadap produk yang alami di dunia saat ini sedang mengalami perkembangan. Sementara itu, perempuan usia muda merepresentasikan perkembangan segmentasi konsumen terhadap produk kecantikan dan perawatan yang ramah lingkungan. Meskipun demikian, penelitian mengenai perilaku konsumen terhadap produk natural skincare saat ini masih sedikit. Oleh karena itu, penelitian ini dilakukan untuk memahami intensi perilaku perempuan muda terhadap pembelian produk natural skincare di Jabodetabek Indonesia. TPB Theory of Planned Behavior, yang mana sering digunakan dalam penelitian terdahulu terhadap perilaku konsumen digunakan sebagai dasar teori dalam penelitian. Selanjutnya, variabel yang digunakan untuk memprediksi perilaku konsumen terhadap produk natural skincare dipengaruhi oleh empat faktor lainnya: kesadaran kesehatan, pengetahuan terhadap produk, persepsi harga, dan persepsi ketersediaan. Survei terhadap 227 responden dilakukan melalui kuesioner yang terstruktur. Data kemudian dianalisa menggunakan Structural Equation Modeling SEM. Hasil yang diperoleh adalah kesadaran kesehatan, persepsi harga dan persepsi ketersediaan memiliki pengaruh terhadap sikap perempuan muda terhadap produk natural skincare. Selanjutnya, sikap terhadap produk natural skincare dan norma subjektif terbukti memiliki pengaruh pada sikap terhadap pembelian produk natural skincare. Sementara itu, hanya norma subjektif yang tidak memiliki pengaruh terhadap intensi perempuan muda untuk membeli produk natural skincare. ......The market of green beauty products and consumer preference for naturally derived ingredients are expanding worldwide. In addition, young women represent an emerging ecological segment for green beauty and personal care products. However, there are still few researches about consumer behavior towards natural skincare products. Hence, the purpose of this research is to investigate young female consumers rsquo behavioral intention with regard to purchasing natural skincare products in Jabodetabek, Indonesia. The Theory of Planned Behavior was used for the research as it is one of the most widely used theories for investigating consumers rsquo behavioral intention. This research also used attitude towards natural skincare product as an additional variable to predict TPB. The variable was influenced by four more factors health consciousness, product knowledge, perceived price, and perceived availability to predict attitude towards natural skincare products. The survey for this research was collected from 227 respondents through structured questionnaires. The data was analyzed using SEM Structural Equation Modeling . Results have confirmed that health consciousness, perceived price, and perceived availability influence young female consumers attitude towards natural skincare products. The results also showed that attitude towards natural skincare products and subjective norm positively influence attitude towards purchasing natural skincare products. Meanwhile, subjective norm does not have any influences in purchasing intention.

Abstrak :
E-commerce adalah masa depan industri ritel. Pertumbuhan eksponensial mereka telah menjadi pusat pendapatan online dalam 10 tahun terakhir, terutama di Indonesia. Indonesia adalah salah satu negara dengan pertumbuhan tertinggi dalam transaksi E-commerce online beserta jumlah perusahaan ritel online. Di Indonesia, tiga perusahaan yang menonjol dalam hal kunjungan situs web dan tingkat pertumbuhan mereka yaitu Bukalapak, Shopee dan Tokopedia. Dengan adanya tingkat persaingan yang tinggi dalam industri, tiga perusahaan ini harus mengetahui preferensi konsumer dalam berbagai aspek E-commerce, terutama mekanisme promosi perusahaan. Mekanisme promosi perusahaan E-commerce harus diprioritaskan agar sesuai dengan kebutuhan konsumen. Namun, mekanisme promosi untuk meningkatkan loyalitas konsumen belum disepakati oleh berbagai penelitian. Penelitian ini bertujuan untuk mengidentifikasi penentu utama loyalitas E-commerce dalam pembentukkan niat pembelian kembali. Dengan demikian, penelitian ini menggabungkan dua model yang menambahkan faktor website quality dan product related factors dalam mengukur efek keduanya terhadap repurchase intention melalui perceived consumer and seller relationship value and perceived value. Faktor website quality meliputi system quality, information quality dan E-service quality. Penelitian ini menggunakan 298 responden dari survei yang dilakukan di beberapa daerah di Indonesia yaitu di Medan, Jabodetabek, Bandung, Semarang, Bali dan Makassar. Selanjutnya, data dianalisis menggunakan metode partial least square structural equation modelling dengan menggunakan software SmartPLS 3.2.8. Temuan dari penelitian ini menunjukkan bahwa system quality dan E-service quality memiliki pengaruh signifikan terhadap perceived consumer and seller relationship value sedangkan information quality tidak memiliki pengaruh yang signifikan. Perceived quality dan price competitiveness memiliki efek langsung terhadap perceived value sementara perceived price competitiveness memiliki efek langsung terhadap perceived quality. Perceived consumer and seller relationship value dan perceived value memiliki pengaruh signifikan terhadap repurchase intention dari konsumer Bukalapak, Shopee and Tokopedia.

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E-commerce is the future of retail industry. Their exponential growth has been the centre of online revenues in the last 10 years, especially in Indonesia. Indonesia is one of the highest growing country in terms of the online E-commerce transaction as well as the number of online retail companies. In Indonesia, there are three companies that stands out in terms of website visits and growth rate which are Bukalapak, Shopee and Tokopedia. As there is high level of competition in the industry, determining consumer preferences in several aspect of these E-commerce companies, especially their promotional materials is crucial. The E-commerce companies promotional mechanism should be prioritized to match consumer's needs. However, the determined promotional mechanism to increase consumer loyalty is not yet agreed upon by researchers. This study aims to identify the main determinants of E-commerce loyalty in the form of repurchase intention. In doing so, the research combines two models which adds website quality factors and product related factors in measuring their effect towards repurchase intention through perceived consumer and seller relationship value and perceived value. Website quality factors include system quality, information quality and E-service quality. The research was measured using 298 responses from a survey conducted in several areas of Indonesia which are Medan, Jabodetabek, Bandung, Semarang, Bali and Makassar. Furthermore, the data was analysed using partial least square structural equation modelling, using the software of Smart PLS 3.2.8. The findings of this research indicates that system quality and E-service quality has significant effect towards perceived consumer and seller relationship value while information quality does not. Perceived quality and price competitiveness has a direct effect towards perceived value while perceived price competitiveness have a direct effect towards perceived quality. Finally, perceived consumer and seller relationship value and perceived value has a direct effect towards repurchase intention of Bukalapak, Shopee and Tokopedia consumers.