Hasil Pencarian  ::  Simpan CSV :: Kembali

Abstrak :
Penelitian ini bertujuan untuk menganalisis Pengaruh Consumer Innovativeness terhadap Perceived Value dan Niat Kelanjutan untuk Menggunakan ReCharge Powerbank Rental Sharing di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan jumlah sampel sebanya 103 responden pengguna layanan ReCharge powerbank rental sharing di Jakarta dengan metode non-probability sampling yaitu convenience sampling. Analisis data menggunakan metode simple regression, multiple regression, path analysis dan juga sobel test. Pengukuran variable consumer innovativeness menggunakan indikator dari Goldsmith dan Hofacker (1991), pengukuran perceived value diperoleh dari jurnal Song et al. (2012) dan variabel niat kelanjutan untuk menggunakan menggunakan indikator dari penelitian Hamid, Razak, Bakar, & Abdullah (2016) yang menggunakan variabel dari Technology acceptance model sebagai indikator pengukurannya.Hasil dari penelitian ini menemukan bahwa consumer innovativeness memiliki pengaruh positif terhadap hedonic value; consumer innovativeness memiliki pengaruh positif terhadap utilitarian value; consumer innovativeness memengaruhi niat kelanjutan untuk menggunakan; hedonic value memediasi pengaruh consumer innovativeness terhadap niat kelanjutan untuk menggunakan; utilitarian value memediasi pengaruh consumer innovativeness terhadap niat kelanjutan untuk menggunakan. ...... This study aims to analyze the effect of consumer innovativeness on perceived value and continuance intention to use "ReCharge" powerbank rental sharing in Jakarta. This research uses a quantitative approach with a total sample of 103 respondents of ReCharge powerbank rental sharing services user in Jakarta with a non-probability sampling method, namely convenience sampling. Data analysis using simple regression method, multiple regression, path analysis and also sobel tests. The measurement of consumer innovativeness variable uses indicators from Goldsmith and Hofacker (1991), measurement of perceived value obtained from Song et al (2012) and continuance intention variable uses indicators from Hamid, Razak, Bakar & Abdullah's research (2016) which use variable from the technology acceptance model as measurement indicators. The results of this study found that consumer innovativeness has a positive influence on hedonic value; consumer innovativeness has a positive influence on utilitarian value; consumer innovativeness influences the continuance intention to use; hedonic value mediate the influence of consumer innovativeness on the continuance intention to use; Utilitarian value mediate the influence of consumer innovativeness on the continuance intention to use.

Abstrak :
Perkembangan industri fashion lokal yang terus berkembang menghasilkan berbagai macam item fashion sekaligus persaingan di antara para pelaku bisnis fashion. Selain bersaing dengan sesama brand fashion lokal, pelaku bisnis harus bersaing dengan brand luar. Hal ini tentu membuat persaingan bisnis di industri fashion menjadi semakin ketat. Untuk menghadapi persaingan, kinerja menjadi faktor yang perlu diperhatikan oleh perusahaan. Kinerja pada perusahaan dapat diketahui melalui pengukuran kinerja. Pengukuran kinerja perusahaan dilakukan supaya perusahaan dapat melakukan evaluasi terhadap kinerjanya dan melakukan rencana yang ingin dicapai di masa yang akan datang. Pengukuran kinerja dapat dilakukan dengan menggunakan metode performance prism, economic value added (EVA), BCG Matrix, balanced scorecard dan pengukuran kinerja lainnya. Namun, salah satu metode yang dapat mengukur kinerja dari sisi finansial dan nonfinansial adalah metode balanced scorecard. Balanced scorecard merupakan metode untuk mengukur kinerja dengan berisi serangkaian ukuran untuk memfasilitasi persepsi perusahaan mengenai kinerjanya secara keseluruhan. PT Bersinar Terang Group merupakan pelaku bisnis fashion lokal yang sedang bersaing di industri fashion lokal. Sehingga, PT Bersinar Terang Group perlu melakukan pengukuran kinerja. Tujuan dari penelitian ini adalah mengetahui kinerja PT Bersinar Terang Group yang dianalisis dengan metode balanced scorecard. Metode penelitian ini menggunakan pendekatan kuantitatif. Hasil penelitian menunjukkan bahwa PT Bersinar Terang Group memiliki kinerja yang baik berdasarkan analisis kinerja dengan menggunakan metode balanced scorecard. ......The development of the local fashion industry that continues to grow produces a variety of fashion items as well as competition among fashion business people. In addition to competing with fellow local fashion brands, business people must contend with outside brands. This certainly makes business competition in the fashion industry even more intense. To face the competition, performance is a factor that needs to be considered by the company. Performance in the company can be known through performance measurement. Measurement of company performance is carried out so that the company can evaluate its performance and carry out plans to be achieved in the future. Performance measurement can be done using performance prism, economic value added (EVA), BCG Matrix, balanced scorecard, and other performance measurement methods. However, one of the methods that can measure performance from the financial and nonfinancial sides is the balanced scorecard method. A balanced scorecard measures performance by containing a series of measures to facilitate a company's perception of its overall performance. PT Bersinar Terang Group is a local fashion business player that is competing in the local fashion industry. Thus, PT Bersinar Terang Group needs to measure performance. This study aims to determine the performance of PT Bersinar Terang Group, which is analyzed using the balanced scorecard method. This research method uses a quantitative approach. The results showed that PT Bersinar Terang Group had a good performance based on performance analysis using the balanced scorecard method.

Abstrak :
Latar belakang berkembangnya dimensi sustainable performance adalah dari perluasan definisi pemegang saham menjadi pemangku kepentingan. Hubungan berkelanjutan antara perusahaan dengan para pemangku kepentingan dapat membantu perusahaan dalam penciptaan nilai jangka panjang. Hal ini yang menyebabkan peningkatan sustainable performance menjadi perhatian penting bagi perusahaan saat ini. Penelitian ini bertujuan untuk menganalisis pengaruh social capital terhadap peningkatan sustainable performance dengan social value creation sebagai variabel mediasi dan social innovation sebagai variabel moderasi pada karyawan PT Sarana Multigriya Finansial. Proses pengambilan data dan penelitian skripsi ini dilakukan dalam kurun waktu Oktober 2022 hingga Mei 2023 dengan 33 responden dan 10 narasumber. Jenis penelitian yang digunakan adalah eksplanatif dengan pendekatan kuantitatif post-positivisme. Hasil analisis menunjukkan bahwa social capital, social value creation, dan social innovation berpengaruh positif terhadap peningkatan sustainable performance di PT Sarana Multigriya Finasial. ......The background for the development of sustainable performance dimension is the extended definition of shareholders into stakeholders. Sustainable relationships between companies and stakeholders can help companies create long-term value. Therefore, increasing sustainable performance is an important concern for companies today. This study aims to analyze the effect of social capital on augmenting sustainable performance with social value creation as a mediating variable and social innovation as a moderating variable for employees of PT Sarana Multigriya Finansial. The data collection process and thesis research were carried out from October 2022 to May 2023 with 33 respondents and 10 sources. The type of research used is explanatory with a post positivism quantitative approach. The results of the analysis show that social capital, social value creation, and social innovation have a positive effect on augmenting sustainable performance at PT Sarana Multigriya Finansial.

Abstrak :
Pemanfaatan live streaming commerce dilakukan untuk membangun customer engagement. Adanya permasalahan ketika mencari produk secara daring membuat terhambatnya pembentukan kepercayaan pelanggan. Kepercayaan pelanggan yang tidak terbentuk dapat mengurangi keterikatan pelanggan dengan produk sehingga keseluruhan upaya pembangunan customer engagement dapat lebih tercapai dengan kehadiran customer trust. Penelitian ini bertujuan untuk menganalisis pengaruh trust in broadcaster, trust in community members, dan trust in products terhadap customer engagement melalui swift guanxi sebagai variabel mediasi kepada penonton Shopee Live Somethinc di Jabodetabek. Penelitian ini memiliki pendekatan kuantitatif serta pengumpulan data menggunakan metode survei dengan purposive sampling. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada 156 responden. Hasil penelitian dianalisis menggunakan SmartPLS 3.0 yang menunjukkan hasil penelitian bahwa terdapat pengaruh trust in broadcaster terhadap customer engagement, terdapat pengaruh langsung dan tidak langsung trust in community members terhadap customer engagement, trust in broadcaster memberikan pengaruh terhadap trust in community members dan trust in products, trust in community members dan trust in products memberikan pengaruh terhadap swift guanxi, swift guanxi memberikan pengaruh terhadap customer engagement, dan trust in products memberikan pengaruh terhadap customer engagement melalui swift guanxi. Hasil penelitian ini juga mengungkapkan bahwa tidak terdapat pengaruh antara trust in products dan customer engagement, tidak terdapat pengaruh antara trust in community members dan trust in products, tidak terdapat pengaruh antara trust in broadcaster dan swift guanxi, dan tidak terdapat pengaruh antara trust in broadcaster dan customer engagement melalui swift guanxi. ......Live streaming commerce is utilized to build customer engagement. The problems when searching for products online hinders the formation of customer trust. Customer trust that is not formed can reduce customer engagement with the product so the efforts to build customer engagement can be more achieved with the presence of customer trust. This research aims to analyze the influence of trust in broadcaster, trust in community members, and trust in products on customer engagement through swift guanxi on Shopee Live Somethinc’s viewers in Jabodetabek. This research has a quantitative approach and uses a survey method with purposive sampling. This research was conducted by distributing questionnaires to 156 respondents. The research results were analyzed using SmartPLS 3.0 which showed that there is an influence of trust in broadcaster on customer engagement, there is a direct and indirect influence of trust in community members on customer engagement, trust in broadcaster has an influence on trust in community members and trust in products, trust in community members and trust in products has an influence on swift guanxi, swift guanxi has an influence on customer engagement, and trust in products has an influence on customer engagement through swift guanxi. This research also reveals that there is no influence between trust in products and customer engagement, there is no influence between trust in community members and trust in products, there is no influence between trust in broadcaster and swift guanxi, and there is no influence between trust in broadcaster and customer engagement via swift guanxi.

Abstrak :
Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing Activity terhadap Purchase Intention yang dimana dilihat dari pengikut Instagram Spotify di Jabodetabek. Jenis penelitian yang digunakan adalah eksplanatif dengan pendekatan kuantitatif. Dalam mengambil sampel, teknik yang digunakan pada penelitian ini adalah non-probability sampling. Kriteria sampel pada penelitian ini adalah konsumen pengguna Spotify premium serta mengikuti Spotify di platform media sosial Instagram dan berdomisili di Jabodetabek. Jumlah responden dalam penelitian ini adalah 210 orang. Instrumen pada penelitian ini menggunakan kuesioner online dalam bentuk Google Form dan data yang didapatkan diolah menggunakan SPSS dan SmartPLS melalui analisis statistik deskriptif dan SEM-PLS. Hasil dari penelitian ini menunjukkan terdapatnya pengaruh Social Media Marketing Activity terhadap Purchase Intention dan Brand Equity, serta pengaruh Brand Equity terhadap e-WOM yang positif serta signifikan pada pengikut Instagram Spotify di Jabodetabek......This study aims to analyze the effect of Social Media Marketing Activity on Purchase Intention on Spotify Instagram Followers in Jabodetabek. The type of the study is explanative with quantitative approach. In taking samples, the technique uses in this study is non-probability sampling. The sample criteria in this study are consumer who have subscribe on Spotify Premium also followed Spotify on social media platform and domiciled in Jabodetabek. The number of respondents in this study were 210 people. The instrument used in in this study is online questionnaire by Google Form and the data obtained were processed using SPSS and SmartPLS through descriptive statistical analysis and SEM-PLS. The results of this study indicate that the effect of Social Media Marketing Activity on Purchase Intention and Brand Equity, also the effect of Brand Equity on e-WOM are positive influences and significant on Spotify Instagram followers in Jabodetabek

Abstrak :
Gamifikasi pada industri e-commerce sudah menjadi tren sejak tahun 2019. Merujuk pada riset Snapcart, gamification di dalam aplikasi menjadi dasar oleh konsumen untuk mengakses ke platform e-commerce terlebih selama bulan ramadhan dan pandemi Covid-19. Skripsi ini memiliki tujuan untuk menganalisis bagaimana pengaruh dari pengalaman gamification marketing activities terhadap loyalitas merek, positive word of mouth dan resistensi terhadap informasi negatif melalui nilai utilitarian, nilai hedonik, kepuasan dan brand love pada pengguna Tokopedia Games. Penelitian ini menggunakan pendekatan kuantitatif melalui metode survei berdasarkan purposive sampling. Jumlah responden dalam penelitian ini adalah 218 responden yang didapatkan melalui online questionnaire. Dengan analisis menggunakan Structural Equation Modeling (SEM), penelitian ini menunjukkan bahwa pengalaman gamification marketing activities berpengaruh signifikan terhadap utilitarian value dan hedonic value, kemudian utilitarian value dan hedonic value berpengaruh signifikan terhadap satisfaction. Penelitian ini juga menunjukkan adanya pengaruh signifikan antara hedonic value terhadap brand love tetapi untuk utilitarian value tidak berpengaruh secara signifikan terhadap brand love, kemudian terdapat hubungan yang signifikan antara satisfaction dengan brand love yang kemudian brand love menunjukkan pengaruh yang signifikan terhadap brand loyalty, positive word of mouth dan resistance to negative information.  ......Gamification in the e-commerce industry has been a trend since 2019. According to Snapcart research, gamification in applications are the basis for consumers to access e-commerce platforms, especially during the month of Ramadan and the Covid-19 pandemic. This thesis aims to analyze how the influence of the experience of gamification marketing activities on brand loyalty, positive word of mouth and resistance to negative information through hedonic values, utilitarian values, satisfaction and brand love on Tokopedia Game users. This study uses a quantitative approach through a survey method based on purposive sampling. The number of respondents in this study were 218 respondents obtained through an online questionnaire. By analysis using structural equation modeling (SEM), this study shows that the experience of gamification marketing activities has a significant effect on utilitarian value and hedonic value, then utilitarian value and hedonic value significantly affect satisfaction. This study also shows a significant effect between hedonic value on brand love but for utilitarian value it does not have a significant effect on brand love, then there is a significant relationship between satisfaction and brand love which then brand love shows a significant influence on brand loyalty, positive word of mouth and resistance. to negative information.

Abstrak :
Penggunaan media sosial dalam perkembangan teknologi informasi dan internet memberikan dampak terhadap jangkauan komunikasi antara merek dengan target market yang lebih luas. Tingginya angka penggunaan Instagram menjadikan instagram sebagai platform yang memiliki peran potensial membantu menciptakan akses konsumen untuk merek. Pemanfaatan social media marketing dan aktivitasnya tentu akan menciptakan adanya kesadaran merek yang membantu merek dalam menciptakan respon positif dari konsumen. Penelitian ini bertujuan dalam menganalisis pengaruh social media marketing activities terhadap brand equity dan customer response pada Instagram Bittersweet by Najla. Jenis penelitian yang digunakan merupakan penelitian eksplanatif dengan menggunakan pendekatan kuantitatif. Pengambilan sampel menggunakan teknik non-probablity sampling dan pendekatan purposive sampling. Kriteria sampel adalah pengikut Instagram Bittersweet by Najla, berusia minimal 17 tahun, pernah mengonsumsi Bittersweet by Najla dan berdomisili di Jabodetabek. Jumlah responden adalah 115 orang. Dilakukan menggunakan instrument kuesioner online dalam Google Form. Pengolahan data menggunakan SPSS dan SmartPLS 3.3.3. Hasil penelitian menunjukan terdapatnya pengaruh social media marketing activities terhadap brand awareness dan brand image, pengaruh antara brand awareness terhadap commitment, serta pengaruh brand image terhadap e-WOM dan commitment pada Instagram Bittersweet by Najla. ......The use of social media in the development of information technology and the internet has an impact on the reach of communication between brands and a wider target market. The high number of Instagram usage makes Instagram a platform that has the potential to help create consumer access for brands. The use of social media marketing and its activities will certainly create brand awareness that helps brands create positive responses from consumers. This study aims to analyze the effect of Social Media Marketing Activities on Brand Equity and Customer Response on Instagram Bittersweet by Najla. The type of research used is an explanatory research using a quantitative approach. Sampling used a non-probability sampling technique and a purposive sampling approach. The sample criteria are Bittersweet by Najla Instagram followers, at least 17 years old, have consumed Bittersweet by Najla > and domiciled in Jabodetabek. The number of respondents is 115 people. Conducted using an online questionnaire instrument in Google Form. Data processing using SPSS and SmartPLS 3.3.3. The results showed that there was an influence of social media marketing activities on brand awareness and brand image, the influence of brand awareness on commitment, and the influence of brand image on e-WOM and commitment on Bittersweet by Najla’s Instagram.

Abstrak :
Terdapat fenomena konsumsi kolektivisme yang tidak biasa pada suatu merek produk tertentu yang disebabkan oleh motivasi dan ciri psikologis, seperti FOMO (Fear of Missing Out). Keinginan dan preferensi yang kuat pada suatu merek produk tertentu dapat mempercepat munculnya perilaku pola conformity consumption yang dilakukan oleh masyarakat sebagai bentuk perilaku yang ingin menyesuaikan diri terhadap kelompok arus sehingga membuat orang-orang mengikuti perilakunya dan melakukan hal yang sama. Tujuan dari penelitian ini adalah menganalisis pengaruh FOMO (Fear of Missing Out) terhadap conformity consumption pada culturally associated popular brand (studi pada konsumen McDonald’s BTS Meal Di Jabodetabek). Penelitian menggunakan pendekatan kuantitatif melalui teknik purposive sampling pada 200 responden yang didapatkan melalui penyebaran kuesioner online. Data yang didapatkan diolah menggunakan SPSS dan SmartPLS melalui analisis statistik deskriptif dan SEM. Hasil dari penelitian ini menunjukkan bahwa terdapat beberapa pengaruh yang tidak signifikan, yaitu pengaruh being ignored terhadap increasing concern dan increasing concern terhadap up-surging interest on culturally associated popular product pada konsumen BTS Meal di Jabodetabek. ......There is an unusual collectivism consumption phenomenon in a certain product brand caused by motivation and psychological traits, such as FOMO (Fear of Missing Out). A strong desire and preference for a certain product brand can accelerate the emergence of conformity consumption pattern behavior carried out by the community as a form of behavior that wants to adapt to current groups so that people want to follow their behavior and do the same. The purpose of this study is to analyze the effect of FOMO (Fear of Missing Out) on conformity consumption on culturally associated popular brands (study on consumers of McDonald's BTS Meal in Jabodetabek). The study used a quantitative approach through purposive sampling technique on 200 respondents obtained through the distribution of online questionnaires. The data obtained were processed using SPSS and SmartPLS through descriptive statistical analysis and SEM. The results of this study indicate that there are several insignificant effects, namely the effect of being ignored on increasing concerns and increasing concerns on up-surging interest on culturally associated popular products on BTS Meal consumers in Jabodetabek.