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Abstrak :
Sosialisasi konsumen melalui peer communication menggunakan situs social media telah menjadi isu penting pemasaran melalui pengembangan dan meningkatnya popularitas social media. Dipandu oleh kerangka sosialisasi, skripsi ini menyelidiki peer communication melalui situs social media, tie strength with peers dan identification with the peer group dengan anggota komunitas sebagai anteseden, dan product attitude dan keputusan pembelian sebagai hasil. Survey data dari responden sebanyak 150 orang yang terlibat dalam peer communication tentang produk melalui social media mengkonfirmasi bahwa dua anteseden mempunyai pengaruh positif pada hasil peer communication. Sosialisasi konsumen online melalui peer communication juga mempengaruhi keputusan pembelian dalam dua cara: secara langsung dan secara tidak langsung dengan memperkuat keterlibatan produk.

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Consumer socialization through peer communication using social media websites has become an important marketing issue through the development and increasing popularity of social media. Guided by a socialization framework, this investigates peer communication through social media websites; individual-level tie strength and group-level identification with the peer group as antecedents; and product attitudes and purchase decisions as outcomes. Survey data from 150 participants who engaged in peer communications about products through social media confirm that the two antecedents have positive influences on peer communication outcomes. Online consumer socialization through peer communication also affects purchasing decisions in two ways: directly (conformity with peers) and indirectly by reinforcing product involvement. In addition, consumer's need for uniqueness has a moderating effect on the influence of peer communication on product attitudes.

Abstrak :
Berkembangnya industri halal di Indonesia pada tahun 2022 khususnya makanan halal membuat para pelaku usaha lebih giat dalam mengkampanyekan makanan halal khususnya pada halal labelling. Pemerintah pun juga melakukan hal yang sama untuk meningkatkan pengetahuan maupun kesadaran masyarakat terkait halal produk. Mulai banyaknya jenis makanan yang dijual di Indonesia dari makanan seperti Warteg, Rumah Makan Padang, Local Food Chain, International Food Chain, Korean/Japanese/Chinese Food, Indian Food, hingga jenis makanan lainnya membuat masyarakat lebih memiliki banyak pilihan dalam memesan produk makanan. Namun permasalahan muncul disaat mayoritas penduduk Indonesia yang merupakan beragama Islam mereka tentunya ingin mengkonsumsi makanan yang halal sesuai dengan syariat yang di anut. Munculnya label “No Pork No Lard” kemudian menjadi kontroversi di kalangan masyarakat terkait konsep makanan yang dinilai berbeda dengan makanan yang sudah memiliki logo halal. ......The development of the halal industry in Indonesia in 2022, especially halal food, has made business actors more active in campaigning for halal food, especially on halal labeling. The government is also doing the same thing to increase public knowledge and awareness regarding halal products. Starting from the many types of food sold in Indonesia, from food such as warteg, Padang restaurants, local food chains, international food chains, Korean/Japanese/Chinese food, Indian food, to other types of food, people have more choices in ordering food products. However, problems arise when the majority of Indonesia's population, who are Muslim, of course, want to consume halal food in accordance with the Shari'a they adhere to. The emergence of the label "No Pork No Lard" then became a controversy among the public regarding the concept of food which is considered different from food that already has a halal logo.

Abstrak :
Penelitian ini bertujuan untuk mengetahui pengaruh trustworthiness, customer citizenship behaviour, customer participation behaviour, dan expected brand value terhadap purchase intention dalam high involvement product. Penelitian ini menggunakan purposive sampling dengan pendekatan kuantitatif dan metode SEM-PLS yang menggunakan perangkat lunak SmartPLS versi 4. Hasilnya adalah semua pengaruh langsung signifikan kecuali customer participation behaviour. Semua pengaruh mediasi dan moderasi tidak signifikan. Penelitian ini memiliki kebaruan dalam segi influencer untuk high involvement product dengan variabel independen trustworthiness karena menggunakan influencer mobil sebagai objek penelitian serta penelitian dilakukan di negara yang berbeda dengan penelitian sebelumnya. Implikasi dari penelitian ini yaitu brand juga dapat meningkatkan perannya dalam mengeksplorasi media sosial dengan melakukan kampanye untuk menampung komunikasi dan interaksi seperti diskusi, ulasan, dan komentar Brand juga dapat mempertimbangkan apakah Fitra Eri merupakan influencer otomotif yang tepat untuk mempromosikan brand sesuai dengan tujuan yang ingin dicapai oleh brand. ......Determine the effect of trustworthiness, customer citizenship behaviour, customer citizenship behaviour, and expected brand value towards purchase intention in high involvement product. This research uses purposive sampling, quantitative approach and SEM-PLS method with the Smart-PLS version 4 software. All direct effects are proven as significant, except for customer participation behaviour. There is no mediation effect and no moderation effect. Novelty of this research can be found in the research object itself, which is influencer's influence on products' high involvement with independent trustworthiness as variable, where automotive influencer is used as research object. Moreover, this research is conducted in a different country than previous research. Building trust is one of the most important things in ensuring the success of customer citizenship behavior, by giving key updates via various social media or brand influencer. Brand owners could also increase their own involvement in exploring social media, one of the examples is by doing campaign to communicate and interact with customers, reviews, comments, and votes. Brand owners could also consider whether Fitra Eri is the most suitable automotive influencer to promote their brand, in accordance with their objectives.

Abstrak :
Media sosial merupakan salah satu wadah besar dan potensial bagi pemasar untuk memasarkan sebuah produk atau layanan kepada khalayak luas. Media sosial menawarkan begitu banyak cara bagi para pemasar untuk memasarkan produk atau brand mereka, salah satunya adalah dengan bekerja sama dengan para influencers. Perusahaan-perusahaan menyadari adanya kekuatan persuasif yang dimiliki oleh para influencers atas para pengikutnya, dengan mengajak kerjasama para influencers agar mempromosikan produk mereka. Demikian penelitian ini akan melihat kontribusi influencers terhadap purchase intention konsumen terhadap brand fashion wanita lokal yang ada pada media sosial TikTok. TikTok merupakan salah satu media sosial incaran para pemasar, dimana video TikTok bergerak sesuai dengan tren yang ada. Tren dapat berupa gerakan, suara, hingga produk yang diunggah sebagai konten video oleh para pengguna. Pada masa kini, brand pakaian lokal Indonesia cukup diminati, tentu dengan adanya bantuan media sosial dan influencer sebagai media pemasaran. Penelitian ini juga akan difokuskan pada produk pakaian wanita, untuk melihat hasil penelitian yang lebih spesifik, dan berbeda dengan penelitian sebelumnya yang lebih general. Maka itu, penelitian ini akan difokuskan untuk brand fashion wanita yang berbasis di Indonesia, untuk memberikan gambaran yang berbeda dengan penelitian sebelumnya. Penelitian ini bertujuan untuk melihat faktor TikTok fashion influencer terhadap purchase intention brand local Wanita. Penelitian ini menggunakan pendekatan kuantitatif, melalui penyebaran kuesioner secara online kepada minimal 180 responden, menggunakan pendekatan purposive sampling. Data diolah menggunakan metode analisis Structural Equation Modeling (SEM). Hasil menunjukan bahwa terdapat hubungan secara positif antara perceived credibility, trust, perceived behavioral control, perceived expertise, perceived congruence dengan attitude toward the influence. Kemudian adanya hubungan secara positif antara attitude toward the influence dengan brand attitude dan purchase intention, serta brand attitude dengan purchase intention. Namun, tidak terdapat hubungan antara subjective norms dengan attitude toward the influencer. ......Social media is one of the big and potential forums for marketers to market a product or service to a wide audience. Social media offers so many ways for marketers to market their products or brands, one of which is by working with influencers. Companies recognize the persuasive power that influencers have over their followers, by inviting influencers to collaborate to promote their products. Thus, this study will look at the contribution of influencers to consumer purchase intentions towards local women's fashion brands on TikTok social media. TikTok is one of the social media targeted by marketers, where TikTok videos move according to existing trends. Trends can be in the form of movement, sound, to products uploaded as video content by users. Nowadays, local Indonesian clothing brands have very high demand, of course with the help of social media and influencers as marketing media. This research will also focus on women's clothing products, to see the results of research that are more specific, and different from previous research that is more general. Therefore, this research will focus on women's fashion brands based in Indonesia, to provide a different picture from previous research. This study aims to look at the TikTok fashion influencer factor on the purchase intention of local women's brands. This study uses a quantitative approach, by distributing online questionnaires to a minimum of 180 respondents, using a purposive sampling approach. The data was processed using the Structural Equation Modeling (SEM) analysis method. The results show that there is a positive relationship between perceived credibility, trust, perceived behavioral control, perceived expertise, perceived congruence and attitude toward the influence. Then there is a positive relationship between attitude toward the influence with brand attitude and purchase intention, and brand attitude and purchase intention. However, there is no relationship between subjective norms and attitude toward the influencer.

Abstrak :
Digitalisasi dalam bidang pemasaran memberikan dampak terhadap berbagai bentuk badan usaha, termasuk Usaha Mikro, Kecil, dan Menengah (UMKM). Penggunaan iklan dalam platform media sosial Facebook merupakan salah satu upaya pemasaran yang lazim dilakukan oleh UMKM di Indonesia. Tujuan dari penelitian ini adalah untuk mengidentifikasi faktor apa saja yang mendorong UMKM dalam menggunakan iklan Facebook, sekaligus melihat dampaknya terhadap performa bisnis. Penelitian ini membangun model teoretis dengan menggunakan  Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) dan divalidasi menggunakan studi empiris melalui survey kepada 250 pemilik atau pemegang keputusan strategis UMKM di Indonesia. Hasil penelitian dianalisis menggunakan SEM-PLS. Penelitian ini menunjukkan bahwa terdapat pengaruh langsung dan signifikan antara faktor compatibility, social influence, dan perceived ease of use dengan perilaku penggunaan iklan Facebook, tetapi tidak ditemukan adanya pengaruh dari faktorcost, facilitating conditions, dan perceived usefulness terhadap perilaku penggunaan iklan Facebook. Faktor perceived financial resource availability dikonfirmasi dapat memberikan efek moderasi yang signifikan pada hubungan antara penggunaan iklan Facebook dengan performa bisnis. Secara umum penggunaan iklan Facebook tidak memiliki pengaruh terhadap performa bisnis, terutama pada dimensi laba (profitability) dan efisiensi (efficiency), tetapi ditemukan efek positif dan signifikan pada beberapa indikator pendukung performa bisnis itu sendiri, seperti pertumbuhan (growth), tujuan pribadi pemilik badan usaha (owner’s personal goals), dan reputasi (reputation). ......Micro, Small, and Medium Enterprises (MSMEs) are among the types of business entities that are impacted by digitalization in the marketing industry. One of the most popular marketing strategies used by MSMEs in Indonesia is the usage of Facebook advertising. The goal of this study is to discover the aspects that motivate MSMEs to utilize Facebook ads and to evaluate the effects of those elements on company performance. The Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) is used in this study to create a theoretical model, which is then supported by an empirical study based on a survey of 250 MSME’s owners or strategic decisionmakers in Indonesia. SEM-PLS was used to examine the study's findings. This study demonstrates that the elements of compatibility, social influence, and perceived ease of use have a direct and significant impact on the behavior of utilizing Facebook advertisements, whereas the factors of cost, facilitating conditions, and perceived usefulness have no such impact. According to research, there is a strong moderating influence between the use of Facebook advertising and performance due to the perceived financial resource availability factor. Facebook advertising generally has no impact on business performance, particularly in terms of profitability, efficiency, and business owner’s personal goals, but it does have a positive and significant impact on a number of factors that support the performance of the business itself, such as MSME’s growth and  reputation.

Abstrak :
Tesis ini menganalisa faktor-faktor yang dihipotesiskan dapat mempengaruhi niat konsumen untuk membeli konten game mobile online di Indonesia. Ada lima variable yang dihipotesiskan mempearuhi niat pembeli konsumen pada konten mobile game online di Indonesia yaitu visual appeal, portability, hedonic browsing, perceived risk, dan juga utilitarian browsing. Model penelitian ini diambil dari berbagai peneliti seperti jurnal dan juga studi orang sebelumnya. Menggunakan beberapa jurnal seperti, “Understanding Impulse Buying in Mobile Commerce: An Investigation into Hedonic and Utilitarian Browsing” dari Zheng, Men, Yang, dan Gong, 2019; “Why Do People Play Games? A Meta-analysis” dari Hamari, Keronen, 2017; “Relationaship Between Consumers Percieved Risks and Consumer trust: A Study of Sainsbury Store” dari Amin, Mahasan, 2014; “Understanding Continuance Intention to Play Online Games: The Roles of Hedonic Value, Utilitarian Value, and Perceived Risk” dari Sharma, Ghosh, 2020. Ada Sembilan hipotesis yang disimpulkan dari model yang telah dibikin oleh peneliti. Berdasarkan 213 responden konsumer online gamers di wilayah JABODETABEK yang memenuhi kriteria yang penulis sudah tetapkan, ditemukan bahwa empat variabel dapat mempengaruhi niat pembelian konsumer pada konten mobile game online, yaitu visual appeal, portability, hedonic browsing, dan juga utilitarian browsing. ......This thesis analyzes the hypothesized factors that influence consumer intentions to buy online mobile game content in Indonesia. There are five variables that are hypothesized to influence consumer buying intent on online mobile game content in Indonesia, namely visual appeal, portability, hedonic browsing, perceived risk, and also utilitarian browsing. This research model was taken from various researchers such as journals and also previous studies of people. Using several journals such as, “Understanding Impulse Buying in Mobile Commerce: An Investigation into Hedonic and Utilitarian Browsing” from Zheng, Men, Yang, and Gong, 2019; “Why Do People Play Games? A Meta-analysis” from Hamari, Keronen, 2017; "Relationship Between Consumers Perceived Risks and Consumer Trust: A Study of Sainsbury Store" from Amin, Mahasan, 2014; "Understanding Continuance Intention to Play Online Games: The Roles of Hedonic Value, Utilitarian Value, and Perceived Risk" from Sharma, Ghosh, 2020. There are nine hypotheses which are concluded from the model that has been made by researchers. Based on 213 consumer online gamers respondents in the JABODETABEK area who met the criteria set by the authors, it was found that four variables can influence consumer purchase intentions for online mobile game content, namely visual appeal, portability, hedonic browsing, and also utilitarian browsing

Abstrak :
ABSTRAK Penelitian ini bertujuan untuk meneliti pengaruh homophily terhadap emotional attachment serta pengaruh homophily, expertise, dan emotional attachment terhadap vloggers popularity dan pada akhirnya meneliti pengaruh emotional attachment, vloggers popularity, dan expertise terhadap purchase intention pemirsa pada produk kecantikan yang ditampilkan dalam vlog; dengan berfokus pada beauty vlogger bernama Tasya Farasya. Homophily sendiri dibagi menjadi empat dimensi yakni attitude, background, moral atau value, dan appearance. Penelitian ini menggunakan desain penelitian deskriptif yang dilakukan secara single cross-sectional melalui penyebaran kuesioner online kepada responden dengan menggunakan Google Form. Target responden penelitian ini adalah perempuan Indonesia berusia 15 tahun ke atas dan telah menonton video YouTube Tasya Farasya sebanyak minimal dua kali dalam tiga bulan terakhir (n = 430). Data yang diperoleh diolah menggunakan metode statistik Structural Equation Modeling (SEM) menggunakan perangkat lunak Lisrel 8.80. Hasil penelitian ini menunjukkan bahwa hampir semua dimensi homophily (attitude, moral atau value, dan appearance) secara signifikan memiliki dampak positif terhadap emotional attachment. Di sisi lain, semua dimensi homophily tidak memiliki dampak positif yang signifikan terhadap vloggers popularity. Kemudian, emotional attachment dan expertise juga ditemukan memiliki dampak positif yang signifikan terhadap vloggers popularity. Terakhir, peneliti menemukan bahwa emotional attachment dan expertise secara signifikan memiliki dampak positif terhadap purchase intention pemirsa sementara vloggers popularity tidak.

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ABSTRACT This study aims to examine the influence of homophily towards emotional attachment and also the influence of homophily, expertise, and emotional attachment towards the popularity of vlogger and ultimately examine the influence of emotional attachment, the popularity of vlogger, and expertise on viewers purchase intention of beauty products displayed in vlogs; by focusing on case study of beauty vlogger named Tasya Farasya. Homophily itself is divided into four dimensions including attitude, background, moral or value, and appearance. This study uses a descriptive research design conducted in a single cross-sectional through the distribution of online questionnaires to the respondents using Google Form. The target respondent of this study were Indonesian women aged 15 years and over and had watched YouTube videos of Tasya Farasya at least twice in the last three months (n = 430). The data obtained were processed using the Structural Equation Modeling (SEM) statistical method using LISREL 8.80 software. The results of this study indicate that almost all dimensions of homophily (attitude, values, appearance) significantly have a positive impact on emotional attachment. On the other hand, all dimensions of homophily does not have a significant positive impact on the popularity of vlogger. Then, emotional attachment and expertise were also found to have a significant positive impact on the popularity of vlogger. In last, researcher found that emotional attachment and expertise significantly have a positive impact on purchase intention of the viewers while the popularity of vloggers does not.

Abstrak :
Skripsi ini membahas mengenai bagaimana functionality dan usability mampu menjelaskan information phrase, agreement phrase, dan settlement phrase sebagai tiga tujuan utama website. Penelitian ini adalah penelitian kuantitatif dengan responden konsumen www.agoda.com dan www.rajakamar.com yang pernah berkunjung ke websitenya dalam 12 bulan terakhir. Kuisioner yang disebar sebanyak 250 kuisioner untuk 250 responden. Responden ditanya mengenai bagaimana pengaruh variabel-variabel tersebut pada website www.agoda.com dan www.rajakamar.com. Model penelitian yang digunakan merupakan gabungan antara penelitian Bai, Law, dan Wen (2008) mengenai The Impact of Website Quality on Customer Satisfaction and Purchase Intentions: Evidence from Chinese Online Visitors dan Chiou, Lin, dan Perng (2011) mengenai A Strategic Website Evaluation of Online Travel Agencies. Hasil penelitian ini membuktikan bahwa dua variabel yang diteliti, yaitu functionality dan usability mampu menjelaskan variabel information phrase, agreement phrase, dan settlement phrase. Saran untuk penelitian ini adalah saluran distribusi online yang digunakan lebih banyak dan variabel yang diteliti juga lebih banyak, serta penyebaran kuisioner bisa melalui offline.

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This essay discusses the functionality and usability of how explain the information phrase, agreement phrase and settlement phrase as three main objectives website. This research is a quantitative research with www.agoda.com and www.rajakamar.com respondents who've been to the website in the last 12 months. Questionnaires were distributed 250 questionnaires to 250 respondents. Respondents were asked about how the influence of these variables to the website www.agoda.com and www.rajakamar.com. The model used in this research is a combination of research Bai, Law, and Wen (2008) about The Impact of Website Quality on Customer Satisfaction and Purchase Intentions: Evidence from Chinese Online Visitors and Chiou, Lin and Perng (2011) about A Strategic Website Evaluation of Online Travel Agencies. These results prove that the two variables studied, the functionality and usability can explain the information phrase, agreement phrase and settlement phrase. Suggestions for this study is the online distribution channels are being used more also studied variables are many, and can be spread through offline questionnaires.