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"Semakin banyak pelanggan menggunakan media sosial untuk mendapatkan informasi tentang merek dan memandu pembelian mereka. Hubungan antara pemasaran media sosial (social media marketing activities-SMMA) dan ekuitas merek berbasis konsumen (consumer-based brand equity-CBBE) pada konsumen Generasi Z dipengaruhi melalui pengalaman merek (brand experience-BE) dan manfaat media sosial (social media benefits-SMB) dari platform media sosial. Penelitian ini menerapkan partial least square model (PLS) dengan 125 responden Generasi Z yang mengikuti merek Louis Vuitton di platform media sosial Instagram. Penelitian ini menunjukkan adanya hubungan antara SMMA dan CBBE yang dipengaruhi melalui mediasi pengalaman merek (BE) serta manfaat media sosial (SMB). Akan tetapi, penelitian ini juga menunjukkan bahwa pengalaman merek (BE) dan manfaat media sosial (SMB) tidak memiliki hubungan langsung dengan CBBE tanpa mediasi. Temuan penelitian ini dapat digunakan oleh manajer luxury brands untuk merancang pemasaran media sosial untuk meningkatkan pemasaran kepada Generasi Z dan evaluasi ekuitas merek (brand equity) di platform media sosial.

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More and more customers are using social media to learn about brands and guide their purchases. The relationship between social media marketing activities (SMMA) efforts and consumer-based brand equity (CBBE) among Generation Z consumers is hypothesized to be mediated by brand experience (BE) and the social media benefits (SMB) resulting from engagement in social media platforms. Putting into action, the partial least squares path modeling (PLS) used to evaluate 125 of Louis Vuitton brand’s followers on the social media platform of Instagram. According to the findings, the relationship between SMMA and CBBE is mediated by brand experience as well as social media benefits; however, the result also show that brand experience and social media benefits does not have any direct relationship regarding the CBBE without mediation. These findings could be used by luxury brand managers to design social media marketing approaches that improve Generation Z's overall social media marketing activities and evaluations of brand equity in social media platforms.

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"Maraknya situs e-commerce yang aktivitasnya meningkat akibat pandemi COVID19 menjadi bukti bahwa sifat pembelian telah berubah akibat Internet. Oleh karena itu, fokus penelitian ini adalah mengamati faktor-faktor yang secara positif mempengaruhi niat beli ulang di Tokopedia dengan mengkaji beberapa faktor yaitu motivasi hedonis, kemudahan akses informasi online, kepercayaan online, dan persepsi harga online. Convenience sampling digunakan untuk studi ini dan sampelnya adalah pengguna Tokopedia yang berdomisili di wilayah Jabodetabek. Penelitian ini bersifat kuantitatif dengan total 110 responden di seluruh wilayah Jabodetabek. Analisis kuantitatif dianalisis dengan menggunakan Partial Least Squares – Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa motivasi hedonis dan persepsi harga online berpengaruh positif terhadap niat beli ulang konsumen, sedangkan kemudahan akses informasi online dan kepercayaan online tidak cukup signifikan berpengaruh positif terhadap niat beli ulang konsumen. Selain itu, ditemukan bahwa kemudahan akses informasi online berpengaruh positif terhadap kepercayaan online, dan persepsi harga online berpengaruh positif terhadap motivasi hedonis. Temuan dalam penelitian ini bermanfaat untuk penelitian lebih lanjut mengenai topik ini dan juga untuk Tokopedia untuk menilai faktor-faktor yang mungkin mempengaruhi niat beli ulang konsumen terhadap layanan mereka.

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The proliferation of e-commerce sites, whose activity has increased due to the COVID-19 pandemic, serves as an evidence that the nature of purchasing has changed by the Internet. Therefore, the focus of this research is to observe the factors that positively influence repurchase intention on Tokopedia by examining several factors namely hedonic motivation, ease of access to online information, online trust, and perception of online prices. Convenience sampling was used and the samples are Tokopedia users that reside in the Jabodetabek area. This research uses quantitative methods with a total of 110 respondents throughout the Jabodetabek area. The quantitative data was analyzed using Partial Least Squares’s Structural Equation Modeling (PLS-SEM). The results of the study showed that hedonic motivation and perception of online prices have a positive influence on consumers’ repurchase intention, while ease of access to online information and online trust was not significant enough to have a positive influence on consumers’ repurchase intention. In addition, it was found that ease of access to online information has a positive influence on online trust, and the perception of online prices does have a positive influence on hedonic motivations. The findings in this research are beneficial for further research regarding this topic and also for Tokopedia to assess factors that might influence consumers’ repurchase intention toward their services."

"Penelitian ini fokus untuk menemukan apakah atribut influencer dapat menyebabkan niat pengikut mereka untuk membeli dengan karakterisasi sebagai mediator. Penelitian ini mengembangkan model penelitian berdasarkan teori persuasi yang diciptakan untuk meneliti kepentingan relatif hubungan para-sosial (PSR). Penelitian tersebut memperhitungkan tiga karakterisasi (kepercayaan, keahlian yang dirasakan, dan PSR) serta tiga karakteristik pribadi (sikap homofili, kecantikan fisik, dan daya tarik sosial) sebagai anteseden niat beli. Pengumpulan data dilakukan melalui kuesioner kepada responden Gen Z yang tinggal di wilayah Jabodetabek serta mereka yang sudah membeli setidaknya satu barang atau jasa setelah menonton video di TikTok dari influencer kecantikan favoritnya. Ada 200 responden yang dikumpulkan, dan data dianalisis dengan alat Smart PLS. Studi ini menemukan bahwa PSR memiliki dampak positif paling signifikan terhadap niat beli relatif terhadap karakterisasi lainnya dan hubungan para-sosial secara signifikan terkait dengan tiga atribut pribadi. Survei menunjukkan bahwa strategi pemasaran influencer media sosial perlu disesuaikan berdasarkan atribut dan karakteristik pribadi.

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This research focus on finding whether influencer attributes could lead to intention of their followers to purchase with characterizations as a mediator. This research developed the research model based on the theory of persuasion, which was created to research the relative importance of para-social relationship (PSR). The research took into account three characterizations (trustworthiness, perceived expertise, and PSR) as well as three personal characteristics (attitude homophily, physical beauty, and social attractiveness) as antecedents of purchase intention. Data were collected through a questionnaire of respondents for Gen Z who live in Jabodetabek area as well as those who already buy at least one good or service after watching a video in TikTok from their favorite beauty influencer. There were 200 respondents collected, and the data was analyzed using Smart PLS tools. The study found that PSR has the most significant positive impact on purchase intention relative to other characterizations and para-social relationship was significantly related to the three personal attributes. The surveys show that social media influencer marketing strategies need to be adjusted based on personal attributes and characteristics. "

"Tren saat ini dimana pelanggan mengharapkan dan menuntut perusahaan untuk beroperasi secara etis menyebabkan banyak perusahaan menjunjung tinggi etika untuk mendapatkan kekuatan yang lebih besar dalam menghadapi persaingan di pasar. Hal yang sama berlaku untuk Starbucks, merek kopi yang sudah ada sejak lama yang dikenal luas di seluruh dunia dan di Indonesia. Tingginya konsumsi kopi di Indonesia semakin membuktikan bahwa perlunya memahami persepsi pelanggan terhadap sebuah kedai kopi. Namun, masih sedikit yang diketahui mengenai pengaruh customer perceived ethicality terhadap brand equity kedai kopi di Indonesia. Oleh karena itu, penelitian ini menganalisis pengaruh customer perceived ethicality terhadap brand equity Starbucks di Indonesia. Data dikumpulkan dari total 212 Milenial yang lahir antara tahun 1981-1996 dan Generasi Z yang lahir antara tahun 1997-2007, yang telah menjadi pelanggan Starbucks di Indonesia setidaknya sepuluh kali seumur hidup dan tinggal di Jabodetabek. Data yang diperoleh dari hasil pre-test diolah dengan menggunakan IBM SPSS Statistics 25 untuk dinilai validitas dan reliabilitasnya. Sedangkan data yang diperoleh dari main test diolah dan dianalisis menggunakan SmartPLS (v. 3.2.9) untuk menjawab pertanyaan penelitian. Hasil penelitian menunjukkan bahwa customer perceived ethicalit memiliki pengaruh positif terhadap brand image dan brand equity Starbucks di Indonesia. Selain itu, recognition benefits tidak memediasi pengaruhcustomer perceived ethicality terhadap brand equity Starbucks di Indonesia. Meskipun brand heritage tidak memoderasi pengaruh customer perceived ethicality terhadap recognition benefits, brand heritage memperkuat pengaruh customer perceived ethicality terhadap brand equity Starbucks di Indonesia. Ditemukan juga bahwa brand image tidak memediasi pengaruh recognition benefits terhadap brand equity, tetapi memiliki pengaruh langsung positif terhadap brand equity Starbucks di Indonesia. Implikasi manajerial dari penelitian ini adalah bahwa Starbucks Indonesia atau praktisi bisnis sejenis lainnya yang ingin memperkuat brand equity mereka perlu mengembangkan customer perceived ethicality dengan secara aktif terlibat dalam kegiatan CSR, mengembangkan brand image dengan aktivitas seperti periklanan dan hubungan masyarakat, dan mengembangkan brand heritage dengan secara konsisten memberikan layanan berkualitas tinggi kepada pelanggan mereka.

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The current trend where customers expect and demand companies to operate ethically causes many companies to uphold ethics to obtain greater strength in facing competition in the market. The same is true for Starbucks, a long-established coffee brand widely known worldwide and in Indonesia. The high consumption of coffee in Indonesia further proves that it is necessary to understand customer perceptions of a coffee shop. However, little is known regarding the effect of customer perceived ethicality on the brand equity of a coffee shop in Indonesia. Therefore, this study analyzes the effect of customer perceived ethicality on the brand equity of Starbucks in Indonesia. The data was collected from a total of 212 Millennials born between 1981-1996 and Generation Z born between 1997-2007, who have been Starbucks customers in Indonesia at least ten times in their lifetime and live in the Jakarta Metropolitan Area (Jabodetabek). The data obtained from the pre-test results were processed using IBM SPSS Statistics 25 to assess its validity and reliability. On the other hand, data obtained from the main test were processed and analyzed using SmartPLS (v. 3.2.9) to answer research questions. The results show that customer perceived ethicality has a positive effect on the brand image and brand equity of Starbucks in Indonesia. Furthermore, recognition benefits do not mediate the effect of customer perceived ethicality on the brand equity of Starbucks in Indonesia. Although brand heritage does not moderate the effect of customer perceived ethicality on recognition benefits, brand heritage strengthens the effect of customer perceived ethicality on the brand image of Starbucks in Indonesia. It was also found that brand image does not mediate the effect of recognition benefits on brand equity, but has a direct positive effect on the brand equity of Starbucks in Indonesia. The managerial implications of this research are that Starbucks Indonesia or other similar business practitioners who want to strengthen their brand equity need to develop customer perceived ethicality by actively engaging in CSR, develop a brand image by emphasizing activities such as advertising and public relations, and develop a brand heritage by consistently providing high-quality service to their customers."

"Pesatnya perkembangan teknologi mengubah gaya hidup konsumen, termasuk cara mereka berbelanja dan bertransaksi. Layanan e-wallet dan e-commerce saling bersaing untuk memberikan promo dan keuntungan lainnya untuk menarik pengguna baru. Negara-negara di dunia, termasuk Indonesia, telah berusaha beradaptasi dengan pembayaran digital. Quick Response Code Indonesia (QRIS) diperkenalkan di Indonesia pada tahun 2019 untuk mewujudkan cashless society di tanah air. Sejak pandemi terjadi pada tahun 2020, perkembangan e-wallet dan e- commerce menjadi sangat cepat. Konsumen yang tidak ingin berinteraksi dengan manusia lain lebih memilih berbelanja secara online. Selain itu, e-wallet adalah salah satu metode pembayaran yang paling banyak digunakan di aplikasi e-commerce karena promosi dan kemudahan yang diberikannya. Dalam penelitian ini, penulis mempelajari pengaruh penggunaan e-wallet dalam e-commerce terhadap perilaku konsumen. Secara khusus, penulis fokus pada perilaku konsumen Gen Z di Indonesia. Penelitian ini berhasil memperoleh 190 responden dari Gen Z. Perangkat lunak pengolah data yang digunakan dalam penelitian ini adalah IBM SPSS. Dari hasil penelitian ini ditemukan bahwa persepsi manfaat, persepsi kemudahan penggunaan, dan norma subjektif mempengaruhi niat konsumen untuk menggunakan e-wallet dalam e-commerce.

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The rapid development in technology is transforming consumer’s lifestyle, including the way they shop and make transactions. E-wallet and e-commerce services compete with each other to provide promos and other benefits to obtain new users. Countries across the globe, including Indonesia, have been trying to adapt to digital payments. Quick Response Code Indonesia (QRIS) was introduced in Indonesia back in 2019 to create a cashless society in Indonesia. Since the pandemic occurred in 2020, the development of e-wallet and e-commerce became rapidly fast. Consumers who do not want to interact with other humans prefer to shop online. Moreover, e-wallet is one of the most used payment methods in e- commerce apps due to the promotions and convenience provided. In this study, the author studied the effect of e-wallet usage in e-commerce on consumer behavior. Specifically, the author focused on Gen Z consumer behavior in Indonesia. This research successfully obtained 190 respondents of Gen Z. Data processing software used for this research is IBM SPSS. From the results of this study, it was found that Perceived Usefulness, Perceived Ease of Use, and Subjective Norm affect consumer's Intention to Use on the use of e-wallet in e- commerce."

"Dalam lanskap digital kontemporer, platform media sosial telah secara signifikan membentuk perilaku konsumen, khususnya di kalangan Generasi Z (Gen-Z) di Indonesia. Pengaruh media sosial yang meluas telah memunculkan fenomena Fear of Missing Out (FoMO), yang ditandai dengan emosi negatif yang berasal dari rasa takut tidak berpartisipasi dalam aktivitas menyenangkan yang dilakukan orang lain. Penelitian ini bertujuan untuk mengetahui pengaruh perilaku FoMO terhadap perilaku pembelian kompulsif (CBB) konsumen Gen-Z terhadap produk perawatan kulit di Indonesia, sekaligus menguji peran moderasi dari mindfulness. Penelitian ini menggunakan pendekatan deskriptif kuantitatif, dimana data yang dianalisis berupa angka-angka yang berasal dari data kualitatif (kuesioner) yang dikuantifikasi menggunakan skala Likert, yang selanjutnya dianalisis menggunakan pendekatan Structural Equation Modeling (SEM) melalui SmartPLS. Studi ini juga membahas implikasi dari temuan ini dan mengakui keterbatasannya.

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In the contemporary digital landscape, social media platforms have significantly shaped consumer behavior, particularly among Generation Z (Gen-Z) in Indonesia. The pervasive influence of social media has given rise to the Fear of Missing Out (FoMO) phenomenon, characterized by negative emotions stemming from the fear of not participating in enjoyable activities showcased by others. This study aims to investigate the influence of FoMO behavior on the compulsive buying behavior (CBB) of Gen-Z consumers regarding skin care products in Indonesia, while also examining the moderating role of mindfulness. This research utilizes a quantitative descriptive approach, where the analyzed data consist of numbers derived from qualitative data (questionnaires) quantified using Likert scales, with subsequent analysis utilizing structural equation modelling (SEM) approach through SmartPLS. The study also discusses the implications of these findings and acknowledges its limitations."

"Di Jawa, Indonesia, e-store telah menjadi instrumen penting untuk memanfaatkan kepribadian dan kehadiran merek, terutama di kalangan Generasi Z (Gen-Z) karena tren pembelian online yang semakin meningkat. Citra merek yang seragam di semua platform telah membentuk tindakan dan persepsi pelanggan terhadap bisnis. Penelitian ini bertujuan untuk menyelidiki dampak ketidaksesuaian citra merek antara citra merek Uniqlo yang ada dan citra merek e-store-nya terhadap niat pelanggan Uniqlo untuk berbelanja. Sebanyak 256 responden Indonesia yang khususnya tinggal di Pulau Jawa memberikan data. Penelitian ini menggunakan metode deskriptif kuantitatif, dengan angka-angka yang diambil dari data kualitatif (kuesioner) dan dikonversi menggunakan skala Likert. Pendekatan pemodelan persamaan struktural (SEM) kemudian digunakan di SmartPLS untuk mengevaluasi data. Penelitian ini mengungkap seluk-beluk perilaku konsumen Gen Z di Pulau Jawa, dengan penekanan khusus pada hubungan antara kepribadian merek dan niat untuk berbelanja. Niat pelanggan untuk berbelanja di e-store Uniqlo dipengaruhi secara negatif oleh ketidaksesuaian dalam tiga aspek kepribadian merek e-store. Ketidaksesuaian ini juga memiliki efek negatif tidak langsung pada kesan keseluruhan pelanggan Uniqlo di pulau Jawa terhadap kesesuaian merek e-store. Selain itu, asosiasi antara kesesuaian merek e-store yang dirasakan dan niat berbelanja di e-store dimoderasi oleh relevansi pengecer terhadap konsumen.

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In Java, Indonesia, e-stores have emerged as a crucial instrument for leveraging brand personality and presence, especially among Generation Z (Gen-Z) due to the growing trend of online purchasing. A standardized brand image across all platforms has shaped customer action and perception towards a business. This study aims to investigate the impact of brand image incongruence between Uniqlo's existing brand image and its E-store brand image on Uniqlo’s customer patronage intention. A total of 256 Indonesian respondents who specifically lived on Java Island provided the data. This study uses a quantitative descriptive method, with numbers extracted from qualitative data (questionnaires) and quantified using Likert scales. A structural equation modelling (SEM) approach is then used in SmartPLS to evaluate the data. The study reveals the intricacies of Gen Z consumer behaviour on Java Island, with a special emphasis on the relationship between brand personality and intent to patronize. Java island  Customer’s intention to shop at Uniqlo’s e-store was negatively impacted by incongruence in three personality aspects of the e-store brand personality. This incongruence also had an indirect negative effect on customer’s impression of the e-store brand fit overall. Furthermore, the association between perceived e-store brand fit and e-store patronage intention was tempered by the retailer’s relevance to the consumer."

"Merebaknya virus corona telah mengubah kehidupan banyak orang, dan beberapa industri telah mengalami perubahan besar dan kecil. Diantaranya, industri minuman keras di Korea Selatan adalah salah satu industri yang telah mengalami perubahan terbesar. Dengan tren budaya “minum di rumah”, penjualan melalui saluran penjualan alkohol rumah tangga, seperti supermarket dan toko serba ada, telah meningkat. Oleh karena itu, merek minuman keras harus tanggap dalam mendeteksi perubahan ini dan melakukan kegiatan pemasaran yang sesuai. HiteJinro telah mengatasi pandemi dengan memanfaatkan kemampuan dinamisnya, dan memprioritaskan pemasaran karakternya yang merupakan keunggulan kompetitifnya dalam persaingan tinggi di pasar minuman keras di Korea Selatan. Strategi ini dapat meningkatkan citra merek, loyalitas merek dan pangsa pasar.

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The outbreak of the coronavirus has changed many people's lives, and several industries have undergone big and small changes. Among them, the liquor industry in particular is one of the areas that has undergone the biggest changes. With the trend of “drinking at home” culture, the sales via household alcohol sales channels, such as supermarkets and convenience stores, are increasing. Therefore, liquor brands have quickly detected these changes and been conducting marketing activities accordingly. HiteJinro encountered the pandemic by utilizing its dynamic capabilities, prioritizing its character marketing which is its competitive advantage in the highly competitive liquor market in South Korea. The strategies would result in higher brand image, brand loyalty and market share."