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"ABSTRACTTujuan dari penelitian ini adalah untuk menjelaskan organizational attractiveness pada PT. Unilever Indonesia, Tbk yang dipengaruhi oleh corporate recruitment website quality dan informational social influences secara simultan. Penelitian ini menggunakan tiga variabel yang berasal dari penelitian terdahulu yaitu, variabel corporate recruitment website quality dari Lin, variabel informational social influences dari Van Hoye, dan variabel organizational attractiveness dari Gomes dan Neves. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data menggunakan metode survei. Instrumen pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner online berupa Google Form. Teknik pengumpulan data dalam penelitian ini menggunakan purposive sampling. Jumlah responden yang ada di dalam penelitian ini berjumlah 150 orang yang merupakan generasi Y atau generasi millennials (lahir antara tahun 1980-tahun 2000) yang berdomisili di DKI Jakarta dan pernah melihat website rekrutmen PT. Unilever Indonesia, Tbk. Hasil dari penelitian ini menunjukkan bahwa corporate recruitment website quality dan informational social influences mempengaruhi organizational attractivenss secara signifikan.

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ABSTRACTThe purpose of this research is to explain the organizational attractiveness of PT. Unilever Indonesia, Tbk that influenced by corporate recruitment website quality and informational social influences simultaneously. This research used three variables that comes from previous researchs which are the variables of corporate recruitment website quality by Lin, the variables of informational social influences by Van Hoye, and the variables of organizational attractiveness by Gomes and Neves. This research used a quantitative approach. Data was gathered by applying survey method. The instrument for data collecting in this research was online questionnaire in form of Google Form. The sampling technique in this research was purposive sampling. Total respondents in this research were 150 people of Y generations or millennials generations (born between 1980-2000) that domiciled in DKI Jakarta and have seen corporate recruitment website of PT. Unilever Indonesia, Tbk. The result of this research shows that corporate recruitment website quality and informational social influences affect organizational attractiveness significantly."

"Perkembangan teknologi, informasi, dan komunikasi yang semakin pesat mendorong munculnya berbagai merek gadget yang membuat persaingan ketat di pasar. Perusahaan yang bergerak di bidang teknologi, informasi, dan komunikasi ini perlu meningkatkan loyalitas pelanggan untuk mempertahankan eksistensinya, salah satunya dengan cara meningkatkan brand love. Penelitian terdahulu menemukan bahwa self-esteem dan social influences dapat menjadi variabel mediasi antara brand love dan brand loyalty. Salah satu perusahaan yang memiliki kecintaan merek dan loyalitas pelanggan yang tinggi adalah Apple dengan segmentasi pasar utamanya adalah Generasi Y. Penelitian ini bertujuan untuk menganalisis pengaruh brand love terhadap brand loyalty melalui self-esteem dan social influences sebagai variabel mediasi pada pengguna produk Apple, khususnya Generasi Y. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling dengan cara menyebarkan kuesioner secara daring (online questionnaire) kepada 200 responden. Hasil penelitian ini menunjukkan bahwa brand love memiliki pengaruh terhadap self-esteem, self-esteem memiliki pengaruh terhadap brand loyalty, brand love memiliki pengaruh terhadap social influences, serta social influences memiliki pengaruh terhadap brand loyalty. Kemudian, hasil sobel test menunjukan bahwa self-esteem dan social influences memediasi pengaruh brand love terhadap brand loyalty.

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The massive development of technology, information, and communication encourages the emergence of various brands of gadgets that make tight competition in the market. Companies engaged in technology, information, and communication need to increase customer loyalty to maintain their existence, one of which is by increasing brand love. Previous research found that self-esteem and social influences can be a mediating variable between brand love and brand loyalty. One company that has high brand love and customer loyalty is Apple with its main market segmentation being Generation Y. This study aims to analyse the effect of brand love on brand loyalty through self-esteem and social influences as mediating variables on Apple product users, especially Generation Y. This study uses a quantitative approach with purposive sampling technique by distributing online questionnaires to 200 respondents. The results of this study indicate that brand love has an influence on self-esteem, self-esteem has an influence on brand loyalty, brand love has an influence on social influences, social influences have an influence on brand loyalty. Then, the results of the Sobel test show that self-esteem and social influences mediate the effect of brand love on brand loyalty."

"ABSTRAKKegiatan pemalsuan kerap membuat kerugian bagi produsen produk orisinal dan memiliki dampak ekonomi yang cukup besar. Kegiatan pemalsuan sendiri tidak dapat dipisahkan dari sisi konsumen. Meski adanya berbagai upaya yang dilakukan baik dari pemerintah dan adanya ajaran agama Islam yang melarang melakukan jual beli secara curang, namun jual beli produk tiruan tetap terus berjalan. Fenomena konsumsi produk tiruan di Indonesia menarik untuk dipelajari karena populasi masyarakat Indonesia mayoritas beragama Islam. Penelitian ini menganalisis faktor faktor yang memengaruhi intensi pembelian kembali produk tas dan sepatu tiruan khusus untuk konsumen Muslim. Kerangka konseptual dalam penelitian ini merumuskan bahwa faktor pengaruh sosial (social influence factors), faktor kepribadian (personality factors), dan aspek etika (ethical aspects) akan mampu untuk memengaruhi sikap terhadap produk tiruan (attitude toward counterfeit products) yang pada akhirnya akan memengaruhi intensi pembelian barang tiruan kembali (repurchase intention toward counterfeit products). Penelitian ini menggunakan 286 sampel yang diperoleh melalui survei dengan self administered questionnaires secara daring. Adapun jenis sampel yang dipilih adalah WNI yang berdomisili di Indonesia, beragama Islam, dan pernah memiliki pengalaman membeli produk tiruan. Penelitian dilakukan dengan metode Partial Least Square Structural Equation Modeling (PLS-SEM) dengan bantuan piranti SmartPLS 3.0. Penelitian ini juga melakukan modifikasi pada model penelitian dengan membuat hierarchical component models. Attitude toward counterfeit products ditemukan memengaruhi repurchase intention toward counterfeit products secara positif dan signifikan. Faktor pengaruh sosial, faktor kepribadian, dan aspek etika dan masing-masing dimensinya juga ditemukan secara signifikan memengaruhi attitude toward counterfeit products.

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ABSTRACT

Counterfeiting has caused a great loss for the original manufacturer and also has a major negative impact on the economy. Counterfeiting activities cannot be separated from its demand side. Even though there are many efforts from the government and Islamic religious teaching that prohibit fraudulent transactions, yet buying and selling counterfeit products in Indonesia still continue. Counterfeit products consumption in Indonesia is an interesting phenomenon to explore because the majority of the population is Muslim. This study analyzes factors that influence Muslim consumers repurchase intention toward counterfeit bags and shoe products in Indonesia. The conceptual framework of this study suggests that social influence factors, personality factors, and ethical aspects will affect attitude toward counterfeit products that will eventually affect repurchase intention toward counterfeit products. This study used 286 samples that have been collected through surveys with self administered questionnaires which were distributed using an online method. The sample that this study used is Indonesian citizen who lives in Indonesia, is a Muslim, and have an experience of buying counterfeit products. Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0 was used to analyze the data collected. This study modified the research model and created a new hierarchical component model. Attitude toward counterfeit products was found to have a significant positive influence on repurchase intention toward counterfeit products. Social influence factors, personality factors, and ethical aspects as well as each of the dimensions were also found to have a significant relationship with attitude toward counterfeit products."