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Abstrak :
Berkembangnya UMKM yang setiap tahun terus meningkat jumlahnya, sebagai pelaku usaha mengakui bahwa kebutuhan untuk berinvestasi teknologi untuk sebuah toko itu dibutuhkan, salah satunya adalah teknologi sistem aplikasi POS (Point of Sales). Oleh karena itu, perusahaan jasa teknologi sistem aplikasi POS harus melihat peluang ini untuk memanfaat pelaku UMKM untuk loyal menggunakan sistem aplikasi POS. Pada penelitian ini, peneliti ingin menjelaskan anteseden apa saja yang mempengaruhi pelaku UMKM untuk loyal dalam penggunaan sistem aplikasi POS berdasarkan teori TAM. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada 321 responden dan memiliki tujuan untuk meneliti anteseden apa saja yang mempengaruhi pelaku UMKM untuk loyal dalam menggunakan sistem aplikasi POS. Pada penelitian ini pelaku UMKM akan loyal untuk menggunakan sistem aplikasi POS ketika sistem tersebut memberikan kemudahan dan memberikan manfaat pada pelaku UMKM. Selain itu, fasilitas berupa sumber daya manusia, finansial, informasi penggunaan yang jelas, mudah menghubungi tim support, sistem memiliki fitur keamanan role access user dan teknologi yang terhubung dengan teknologi lainnya (dapat diandalkan) juga dapat menjadi anteseden dari pelaku UMKM menggunakan sistem. Hasil dari penemuan pada penelitian ini memiliki implikasi untuk mengembangkan teknologi sistem aplikasi POS agar pelaku UMKM loyal menggunakan aplikasi ini secara lebih efektif, baik secara teori maupun praktik. ...... The development of MSMEs continues to increase in number every year, as business actors recognize the need to invest in technology for a store is needed, one of which is POS (Point of Sales) application system technology. Therefore, POS application system technology service companies must see this opportunity to benefit MSME players to be loyal to using the POS application system. In this study, researchers want to explain what antecedents influence MSME actors to be loyal in using the POS application system based on the TAM theory. This research was conducted by distributing questionnaires to 321 respondents and aimed to examine what antecedents influenced MSME actors to be loyal in using the POS application system. In this study, MSME actors will be loyal to using the POS application system when the system provides convenience and provides benefits to MSME actors. In addition, facilities in the form of human resources, finance, clear usage information, easy contact with the support team, the system has a user role access security feature and technology that is connected to other technologies (reliable) can also be an antecedent of MSME actors using the system. The results of the findings in this study have implications for developing POS application system technology so that loyal MSME players use this application more effectively, both in theory and practice.

Abstrak :
TikTok mewakili bentuk baru teknologi komunikasi pemasaran karena fitur dan atributnya. Berdasarkan Elaboration Likelihood Model dan konsep relevansi diri, penelitian ini mengeksplorasi dampak personalization yang dirasakan dan authenticity konten TikTok pada kenyamanan yang dirasakan, viral behavior intentions dan niat beli. Hasil penelitian menunjukkan bahwa personalization konten TikTok berhubungan negatif dengan kenyamanan yang dirasakan dan authenticitiy konten TikTok berhubungan positif dengan kenyamanan yang dirasakan. Secara keseluruhan, hasil penelitian ini memberikan wawasan baru dan implikasi praktis baik bagi pembuat konten maupun pengiklan. ...... TikTok represents a new form of marketing communication technology due to its features and attributes. Drawing on the Elaboration Likelihood Model and the concept of self-relevance, the present study explores the impact of perceived personalization and auhenticity of TikTok content on perceived convenience, viral behavioral intentions and purchase intention. The results show that the personalization of TikTok content is negatively related to perceived convenience and authenticity of TikTok content is positively related to perceived convenience. Overall, the results of this study provide new insights and practical implications for both content creator and advertiser sides.

Abstrak :
Perilaku konsumen secara konseptual dimulai dengan marketing stimuli yang kemudian berakhir dengan keputusan pembelian. Penelitian ini mencoba menganalisa pengaruh e-service quality, reputation, web design, dan price, terhadap trust, customer satisfaction, dan customer loyalty. Pada saat terjadinya fenomena pandemi Covid-19, pembeli terikat untuk dengan cepat beralih ke platform e-commerce untuk memenuhi kebutuhan sehari-hari, menyebabkan pergeseran perilaku konsumen. Survei terhadap 370 responden didapatkan melalui kuesioner online, dengan menggunakan metode kuantitatif dan data dianalisis menggunakan Structural Equation Modelling (SEM). Hasil penelitian ini menunjukkan bahwa e-service quality, trust, dan price berpengaruh terhadap customer satisfaction. Apabila e-commerce dapat merespons keluhan pelanggan serta memberikan pelayanan yang disesuaikan secara personal untuk memenuhi kebutuhan pelanggan, maka pelanggan kemungkinan akan merasa puas dengan layanan yang diberikan. ...... Consumer behavior conceptually starts with marketing stimuli that then ends with purchasing decisions. This study attempts to analyze the effect of e-service quality, reputation, web design, and price on trust, customer satisfaction, and customer loyalty. At the beginning of Covid-19 pandemic, consumers were compelled to quickly switch to e-commerce platforms to fulfill their daily needs, leading to a shift in consumer behavior. A survey of 370 respondents was collected through an online questionnaire, using quantitative methods and data were analyzed using Structural Equation Modeling (SEM). The results of this study indicate that e-service quality, trust, and price have an influence on customer satisfaction. When e-commerce can respond to customer complaints and provide personalised services to meet customer needs, the customer is likely to be satisfied with the service provided.

Abstrak :
Penelitian ini membahas mengenai pengaruh antecedent commitment, yang terdiri dari informational complexity, position involvement dan volitional choice, perceived value, yang terdiri dari monetary price dan behavioral price, serta brand affect dan brand trust terhadap attitudinal loyalty dan behavioral loyalty dengan adanya moderating effect uncertainty avoidance. Tujuan penelitian ini adalah ingin menguji faktor-faktor yang mempengaruhi loyalitas pelanggan. Hasil penelitian mendukung bahwa tiga antecedent commitment sebagai pembentuk loyalitas, akan tetapi tidak mendukung pengaruh informational complexity terhadap attitudinal loyalty dan behavioral loyalty serta volitional choice terhadap attitudinal loyalty dan behavioral loyalty. Seperti yang dihipotesiskan bahwa brand affect dan brand trust berkontribusi untuk memprediksi loyailitas baik attitudinal loyalty maupun behavioral loyalty. Akan tetapi dari data dalam penelitian ini variabel moderasi uncertainty avoidance hanya memoderasi pengaruh brand trust terhadap loyalitas, sedangkan data tidak mendukung pengaruh brand affect terhadap loyalitas dengan dimoderasi oleh uncertainty avoidance ......This study examines the effect of antecedent commitment, that proxy into variables of informational complexity, position involvement and volitional choice, the effect of perceived value, that proxy into variables of monetary price and behavioral price, and the effect of brand affect and brand trust on loyalty with moderating effect of uncertainty avoidance. The purpose of this study is to describe and analyze factors as forming loyalty. The empirical findings supported the three antecedents of commitment as the determinants of loyalty. But no support was found for the hypothesized relationships between informational complexity and attitudinal loyalty and behavioral loyalty, and also no support for relationships between volitional choice and attitudinal loyalty and behavioral loyalty. As hypothesized, monetary price, behavioral price, brand affect and brand trust contributes to predicting both attitudinal and behavioral loyalty. Contrary to expectations, no support was found for moderating effect of uncertainty avoidance on the effect of brand affect and loyalty construct; while there is effect of uncertainty avoidance on the effect of brand trust and loyalty construct.

Abstrak :
Penelitian ini mempelajari tentang hubungan antara antecedents dari Dependence dan Trust yaitu Relationship Benefit, Social Bonding, Relationship Termination Costs, Opportunistic Behavior, dan Communication dalam membentuk komitmen dan loyalitas hubungan B2B antara mitra kerja pemasok gabah/beras kepada BULOG. Komitmen yang dipelajari dibedakan atas tiga komponen berdasarkan motivasinya yaitu Calculative, Affective, dan Normative Commitment. Tahapan penelitian terdiri dari pre test dan penelitian utama. Pre test dilakukan untuk menguji validitas dan reliabilitas kuesioner sebagai instrumen penelitian. Penelitian utama dilakukan terhadap 166 responden penggilingan padi di Jawa Barat yang terdaftar sebagai mitra kerja pemasok gabah/beras BULOG tahun 2013, baik yang aktif maupun tidak aktif. Persepsi responden terhadap BULOG diukur dari butir-butir pernyataan kuesioner dalam lima skala Likert. Pengolahan data dilakukan menggunakan Structural Equation Modelling (SEM) dengan LISREL 8.7. Model pengukuran SEM menunjukkan hasil vaiditas dan reliabilitas yang cukup memuaskan kecuali untuk empat variabel yaitu Dependence, Calculative Commitment, Affective Commitment, dan Loyalitas. Goodness of fit (kecocokan) model secara keseluruhan menunjukkan hasil yang cukup baik. Uji hipotesis pada model struktural menunjukkan hasil dari 16 hipotesis penelitian terdapat tujuh hipotesis yang diterima, enam hipotesis yang tidak signifikan, dan satu hipotesis yang ditolak. Dua hipotesis tidak dapat dibuktikan pada path diagram dalam model struktural lalu kepadanya dilakukan uji tambahan regresi linear dengan SPSS 17.0 dan memberikan hasil yang tidak signifikan, yaitu pengaruh Dependence terhadap Affective Commitment dan pengaruh Calculative Commitment terhadap Loyalitas. Hasil yang tidak signifikan lainnya ditunjukkan pada hubungan Relationship Benefit dan Social Bonding terhadap Dependence, Dependence terhadap Calculative dan Normative Commitment, Trust terhadap Calculative Commitment, dan Normative Commitment terhadap Loyalitas. Pengaruh positif yang signifikan diperlihatkan pada hubungan antara Relationship Termination Costs terhadap Dependence dan Trust, Communication terhadap Trust, Trust terhadap Affective dan Normative Commitment, dan Afective Commitment terhadap Loyalitas. Sedangkan pengaruh negatif yang signifikan ditemukan pada hubungan antara Opportunistic Behavior dan Social Bonding terhadap Trust. ......Research studied about relationship between the antecedents of Dependence and Trust, those are Relationship Benefit, Social Bonding, Relationship Termination Costs, Opportunistic Behavior, and Communication in order to build rice supplier commitment and loyalty to BULOG in B2B relationship. Commitment in this study are classified by the motivations, those are Calculative, Affective, and Normative Commitment. Pre test was done before the main test to check the validation and reliability of questionnaire as the research instrument. Main test was done to 166 rice milling in West Java which are listed as paddy/ rice supplier for BULOG in 2013, whether active or not. Respondent perception about BULOG was measured by items of indicator in questionnaire with five Likert scale. Structural Equation Modelling by LISREL 8.7 then used for data processing. Measurement model indicated good result of validity and reliability, for exception four variable, those are Dependence, Calculative Commitment, Affective Commitment, and Loyalty. Goodness of fit for overall model showed good enough result. 16 of hypothesis testing with structural model showed result seven hypothesis are supported, six are not significant, and one is rejected. Two of hypothesis cannot be tested in path diagram - structural model and for this case a linear regression test by SPSS 17.0 was treated to both. The result was not significant for both relationship, those are the impact of relationship between Dependence to Affective Commitment and Affective Commitment to Loyalty. Not significant results also found in impact of relationship between Relationship Benefit and Social Bonding to Dependence, Dependence to Calculative and Normative Commitment, Trust to Calculative Commitment, and Normative Commitment to Loyalty. Positive impact result found in relationship between Relationship Termination Costs to Dependence and Trust, Communication to Trust, Trust to Affective and Normative Commitment, and Affective Commitment to Loyalty. Two negative impact result found in relationship between Opportunistic Behavior and Social Bonding to Trust.

Abstrak :
Penelitian ini membahas hubungan antara antaseden strategi pemasaran relasional yang diproksi kedalam variabel relationship benefits, seller expertise, communication, similarity, interaction frequency, dan conflict dengan loyalitas pelanggan yang diproksi kedalam variabel individual fortitude, expectancy of continuity, word of mouth, dan cooperation, melalui variabel mediator relationship satisfaction, trust, dan relationship quality. Tujuan penelitian ini adalah mendeskripsikan dan menganalisis hubungan antara antaseden strategi pemasaran relasional dengan relationship satisfaction, trust, dan relationship quality, serta menganalisis hubungannya dengan relationship outcomes sebagai pembentuk loyalitas pelangan. Hasil penelitian ini menemukan bahwa variabel outcomes pemasaran relasional individual fortitude dipengaruhi secara tidak langsung oleh variabel seller expertise, similarity, interaction frequency, conflict dan secara langsung memiliki hubungan dengan variabel mediator trust dan relationship quality. Sementara itu variabel expectation of continuity dipengaruhi secara tidak langsung oleh variabel relationship benefit, seller expertise, communication, similarity, interaction frequency dan conflict melalui mediasi relasional relationship satisfaction, trust dan relationship quality. Selanjutnya variabel word of mouth memiliki hubungan tidak langsung dengan variabel seller expertise, similarity, interaction frequency dan conflict melalui variabel mediator trust dan relationship quality. Dan terakhir variabel cooperation memiliki pengaruh secara tidak langsung oleh variabel relationship benefit, communication, similarity, interaction frequency dan conflict melalui mediasi variabel relationship satisfaction dan relationship quality. Hasil penelitian ini menyarankan agar distributor alat diagnostik lebih meningkatkan hubungan relasional melalui pengelolaan konflik dengan efektif sehingga mampu memberikan pengaruh positif untuk meningkatkan kualitas hubungan dengan pelanggan. Yang pada akhirnya akan meningkatkan loyalitas pelanggan dalam bentuk kesediaan merekomendasikan hal positif tentang distributor ke konsumen lain ......This study examines the relationship between relational marketing strategy antecedent that proxy into variables of relationship benefits, selling expertise, communication, similarity, interaction frequency and conflict with the customer loyalty that proxy into variables of individual fortitude , expectation of continuity, word of mouth, and cooperation, through mediator variable relationship satisfaction, trust, and relationship quality. The purpose of this study is to describe and analyze the relationship between antecedent of relationship marketing strategies with relationship satisfaction, trust, and relationship quality, and analyze its relationship with relationship outcomes as forming customer loyalty. Results of this study identified that relationship outcomes variable of individual fortitude is affected indirectly by seller expertise, similarity, interaction frequency, conflict and directly linked to the mediator variables of trust and relationship quality. Meanwhile expectation of continuity variables indirectly affected by the variables of relationship benefits, seller expertise, communication, similarity, interaction frequency and conflict through relational mediator of relationship satisfaction, trust and relationship quality. Furthermore, word of mouth variable has no direct relationship with the variable seller expertise, similarity, interaction frequency and conflict through relational mediator of trust and relationship quality. And lastly cooperation variables have an indirect effect with variables of relationship benefit, communication, similarity, interaction frequency and conflict through relational mediator of relationship satisfaction and relationship quality. The results of this study suggest that further enhance the diagnostic equipment distributor relational relationships through effective conflict management so as to provide a positive influence to improve the quality of customer relationships. Which in turn will increase customer loyalty in a positive willingness to recommend distributor to other consumers.

Abstrak :
Selama beberapa tahun terakhir, pasar global makanan organik termasuk sayuran organik mengalami pertumbuhan. Hal ini salah satunya didorong oleh adanya kekhawatiran konsumen tentang masalah lingkungan dan kesehatan, terutama dalam hal makanan yang dikonsumsi. Sayuran organik dinilai lebih aman untuk kesehatan dan lingkungan karena sayuran organik diproses tanpa pestisida, pupuk kimia, genetically modified food (GMO), dan zat aditif. Meningkatnya konsumsi dan pasar organik di Indonesia sendiri juga menarik minat peneliti untuk mencari tahu faktor–faktor yang mempengaruhi niat pembelian terhadap sayur organik. Tujuan dari penelitian ini adalah membentuk sebuah model penelitian berdasarkan pengaruh multidimensional perceived value yang terdiri dari functional value, economic value, sosial value, emotional value, dan conditional value pada purchase intention sayuran organik. Pendekatan secara kuantitatif digunakan dalam penelitian ini. Survei atau kuesioner berhasil disebarkan kepada 383 responden. Data yang diperoleh diolah dengan teknik analisi Structural Equation Modeling atau SEM. Hasil yang ditemukan, economic value dan emotional value berpengaruh terhadap purchase intention. Hasil ini menunjukkan bahwa dalam niat pembelian konsumen terhadap sayuran organik diwakili oleh manfaat ekonomi yaitu manfaat yang dibandingkan dengan biaya yang dikeluarkan dan juga manfaat emosional yang membuat perasaan konsumen menjadi positif ketika akan melakukan pembelian sayuran organik. ...... Over the past few years, the global market for organic foods including organic vegetables has expanded significantly. This development is partly driven by consumers concerns about environmental and health issues, particularly in the context of the food that they consume. Organic vegetables are considered safer than the conventional ones for both health and environment as organic vegetables are processed without the use of pesticides, chemical fertilizers, Genetically Modified Food (GMO) and additives. The increasing consumption and organic market in Indonesia have attracted researchers’ interests to determine the factors that influence the purchase intention of organic vegetables. The purpose of this research is to form a research model based on the influence of multidimensional perceived value consisting of functional value, economic value, social value, emotional value, and conditional value towards consumers’ purchase intention of organic vegetables. the questionnaires distributed to 383 respondents, The researchers analyses the incoming data using Structural Equation Modeling (SEM) with quantitative method. The results indicate that economic and emotional value has a positive effect on purchase intention. These results indicate that there is an intention to buy organic vegetables represented by economic benefits that are benefits compared to costs incurred and also emotional benefits that make consumers feel positive about buying organic vegetables.

Abstrak :
Pandemi Covid-19 yang menimbulkan kehawatiran secara global tidak hanya di Indonesia namun juga diseluruh dunia. Hal ini akibat virus corona yang mudah menyebar secara cepat terutama di akhir tahun 2019 yang menimbulkan kontaminasi cukup tinggi dan berdampak terhadap fenomena perubahan perilaku konsumen. Untuk mengatasi dampak dari Covid-19 itu sendiri, pelaku bisnis berupaya membuat terobosan dengan menu online yang menawarkan produk usaha mereka namun berpegang pada protocol kesehatan dengan meminimalisir risiko Covid-19, efek kontaminasi dan hygiene terhadap sentuhan produk yang ditawarkan untuk menarik minat beli konsumen. Tujuan dari penelitian ini adalah menganalisis pengaruh dari stimulus yang terdapat pada menu online terhadap keinginan membeli konsumen dan kaitannya dengan kontaminasi dimasa pandemi. Penelitian ini dilakukan pada industry makanan dan minuman di Indonesia dengan menggunakan model Stimulus Organism Response melalui metode penelitian kuantitatif dengan pendekatan confirmatory. Teknik pengumpulan melaui purposive sampling sebanyak 357 responden. Subjek penelitian adalah konsumen yang mengunjungi restoran dan melihat layanan menu online pada restoran selama pandemi. Berdasarkan hasil penelitian, dapat disimpulkan bahwa perception of covid-19 risk, hygiene, ease of app use, menu visual appeal, dan menu informativeness sebagai stimulus serta perceived uncontamination, perceived convenience dan desire for food sebagai organism yang menjadi pertimbangan konsumen akan purchase intention sebagai response. Diharapkan penelitian ini dapat mengungkapkan bahwa yang mempengaruhi orang sekarang itu bukan hanya kecanggihan, tapi lebih memperhatikan hygiene dan kontaminasi. ......The Covid-19 pandemic is causing global concern, not only in Indonesia but also throughout the world. This is due to the corona virus which spreads quickly, especially at the end of 2019 which causes quite high contamination. The perceived impact also highlights the phenomenon of changes in consumer behaviour. To overcome the impact of Covid-19 itself, marketer is trying to make breakthroughs with online menus that offer their business products but adhere to the health protocol by minimizing the risk of Covid- 19, the effects of contamination and hygiene on the touch of the products offered to attract consumer buying interest. The purpose of this study is to analyse the effect of online menu which used in businesses circumstances in restaurants by analysing the influence of the stimulus covid-19 risk, hygiene through perceived contamination, ease of app use through on perceived convenience and menu visual appeal and informativeness that effect desire for food to the consumer's purchase intention. This research was conducted in the food and beverage industry in Indonesia using the Stimulus Organism Response model through quantitative research methods with confirmatory research. Data collection techniques by electronic survey with convenience sampling technique as many as 357 respondents which consumers who shop for food using online menu at restaurants, especially during the pandemic. Based on the results of the study, it can be concluded that perception of covid-19 risk, hygiene, perceived contamination, perceived convenience, and desire for food are considered by consumers in their buying interest in food (purchase intention).