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"Meningkatnya penggunaan internet menjadi salah satu faktor yang membuat electronic word of mouth menjadi sumber informasi. Tujuan penelitian ini adalah untuk menganalisis pengaruh electronic word of mouth (e-WOM) dalam bentuk online review di situs Zomato terhadap minat beli konsumen. Penelitian dilakukan dengan pendekatan kuantitatif. Sampel penelitian terdiri atas 100 responden yang merupakan mahasiswa Universitas Indonesia yang berusia 18-25 tahun, pernah mengakses situs Zomato dan pernah membaca review tentang restoran yang ada di situs tersebut. Data penelitian didapatkan dengan menyebarkan kuesioner dan dianalisis menggunakan analisa regresi linear sederhana. Dari penelitian ini didapatkan hasil bahwa ada pengaruh electronic word of mouth (e-WOM) dalam bentuk online review di situs Zomato terhadap minat beli konsumen.

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The increasing of internet usage has become one of the reason why electronic word of mouth is used as information source nowadays. The objective of this research was to analyze the effect electronic word of mouth (e-WOM) in the form of online review in Zomato.com towards consumer’s puchase intention. This research applied quantitative approach. The sample of this research were 100 students of Universitas Indonesia, with the age of 18-25 years old, who had ever accessed Zomato.com and read the restaurant review written on the site. The research's datas were collected using questionnaire and analyzed using simple regression analysis. The result of this research indicated that electronic word of mouth (e-WOM) in the form of online review in Zomato.com affects consumer’s purchase intention."

"Penelitian ini bertujuan untuk mengeksplorasi bagaimana konsumen di Indonesia menghadapi online behavioral advertising (OBA). Sebagai salah satu negara dengan pengguna internet terbesar di Asia, praktek pemasaran digital di Indonesia dianggap sebagai cara yang paling efektif untuk mempromosikan produk dan penggunaan online behavioral advertising merupakan salah satu tehnik yang paling umum digunakan pada pemasaran digital. Penerapan online behavioral advertising dianggap memberikan banyak keuntungan bagi para pengiklan terutama dalam hal efisiensi biaya dan efektifitas suatu kegiatan promosi. Namun di sisi lain, praktik OBA dalam pemasaran menimbulkan kekhawatiran serius mengenai privasi konsumen karena sifatnya yang terselubung. Pada prakteknya, OBA melacak dan merekam setiap perilaku konsumen di internet tanpa meminta izin konsumen terlebih dahulu. Kurangnya kesadaran dan pengetahuan konsumen terhadap praktek OBA ini akan mengakibatkan risiko bagi privasi konsumen itu sendiri. Penelitian kuantitatif ini ingin mengkaji bagaimana konsumen menghadapi online behavioral advertising dengan menggabungkan dua pendekatan yaitu berdasarkan Persuasion Knowledge Model (PKM) dan Protection Motivation Theory (PMT). Pengumpulan data dilakukan dengan cara menyebarkan kuesioner online kepada pengguna internet di seluruh Indonesia dengan memanfaatkan media sosial (Whatsapp, Facebook, Instagram dan Twitter)

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This study examines how consumer knowledge about online behavioral advertising (OBA) tactics affects ad avoidance behavior in display ads and video ads on Instagram social media platforms. The study combines two theoretical approaches, the Persuasion Knowledge Model (PKM) and the Protection Motivation Theory (PMT). The online survey examined how consumers cope with OBA based on their persuasion knowledge, cognitive appraisal, and cognitive processing variables. Structural equation modeling was used to analyze the data collected from 211 consumers aged 18-34 years who are active Instagram users. The results reveal that from the cognitive appraisal variables, the perceived risks were indirectly associated with ad avoidance throughout privacy concerns without being related to persuasion knowledge, perceived benefits were significantly associated with persuasion knowledge. Still, it was not associated with privacy concerns, persuasion knowledge was indirectly associated with ad avoidance throughout self-efficacy, and privacy concerns partially mediated such associations with ad avoidance. From the cognitive processing variables, reactance was significantly associated with ad avoidance without being related to persuasion knowledge, and perceived personalization was associated with persuasion knowledge and significantly related to ad avoidance."

"ABSTRAKPenelitian ini bertujuan untuk mengetahui bagaimana elemen-elemen movie marketing mix dalam suatu film Avengers: Infinity War people, feature, script, price, promotion, dan distribution) dan frekuensi kehadiran dalam kegiatan seni atau budaya (attendance) dapat mempengaruhi keinginan penonton untuk menonton film tersebut dan melakukan electronic word of mouth. Selain itu penelitian ini juga ingin mengetahui apakah karakter kepribadian extraversion mempengaruhi seseorang dalam melakukan electronic word of mouth. Pengolahan data dilakukan menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukan bahwa variabel people dan script memiliki pengaruh positif terhadap purchase intention. Frekuensi attendance tidak berpengaruh terhadap purchase intention. Selanjutnya purchase intention dan karakter kepribadian extraversion berpengaruh secara positif terhadap electronic word of mouth.

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ABSTRACTThis study aims to find out how the elements of movie marketing mix in Avengers: Infinity War movie (people, feature, script, price, promotion, and distribution) can affect the audiences intention to watch movies (purchase intention), as well as the impact of their intention to watch movies (purchase intention) on electronic word of mouth (EWOM). In addition, this study also wants to find out whether the frequency of attendance in art or cultural activities (attendance) can affect the audiences intention to watch movies (purchase intention) and dimension between elements of movie marketing mix and purchase intention. The character of extraversion personality traits was also tested for its effect on electronic word of mouth (EWOM). This research was conducted on one specific movie object, which is Avengers: Infinity War. Data processing is done by using Structural Equation Modeling (SEM). The results showed that people and script have a positive effect to purchase intention. Attendance does not have effect to purchase intention. Furthermore, purchase intention and extraversion personality traits have positive effect to electronic word of mouth."

"Meskipun bisnis online di Indonesia mulai tumbuh dan e-commerce kian populer, namun tetap saja masih banyak konsumen yang ragu dan takut untuk berbelanja secara online. Penelitian ini berfokus pada atribut pelayanan yang dapat meningkatkan kepercayaan konsumen online. Metode Kano model digunakan untuk mengelompokkan atribut-atribut penelitian sehingga dapat dipilih beberapa atribut pelayanan fashion online shop yang penting untuk peningkatan kualitas dan pengembangan inovasinya. Sedangkan metode conjoint analysis yang merupakan salah satu teknik analisa multivariat digunakan untuk memahami bagaimana preferensi konsumen terhadap fashion online shop. Karena pengembangan produk yang sesuai dengan kebutuhan dan preferensi konsumen dapat meningkatkan kepuasan mereka, maka dibuatlah hasil penelitian berupa desain pelayanan fashion online shop yang sesuai dengan preferensi konsumen online.

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Although the online business in Indonesia has now started growing and e- commerce increasingly popular, shop at online stores still more risky than shopping directly. There are still many consumers are hesitant and afraid to shop online. The research focuses on service attributes that can enhance online consumer trust. Kano model method is used to classify the attributes of research that can be chosen few fashion online shop service attributes that are important for improving the quality and innovation development. While conjoint analysis method, which is one of the technique in the multivariate analysis used to understand how respondents construct a preference for online fashion shop. Because the development of product that suit the need and preference of consumers can increase their satisfaction, then the result of research is fashion online shop service design that match to online consumer preference."

"Perkembangan era digital di Indonesia telah menambahkan YouTube advertisements sebagai salah satu pilihan strategi pemasaran. YouTube merupakan platform berbagi video dimana pengguna dapat membuat akun sendiri, mengunggah video, menonton, suka, dan mengomentari video lain. Penelitian ini bertujuan untuk memahami behavior yang ditampikan penonton YouTube millennials terhadap iklan saat sedang mengakses YouTube. Survey dengan 221 responden yang berpartisispasi digunakan untuk metode collection. Purposive technique diaplikasikan sebagai metode sampling untuk mengumpulkandaa dari responden berusia 19-34 tahun dan telah mengakses YouTube dalam 3 hari terakhir. Penelitian ini dianalisa menggunakan metode structural equation model (SEM) dengan Lisrel 85. Hasil penemuan menunjukan bahwa flow memiliki pengaruh yang lebih besar terhadap behavior dari intention yang telah dibentuk oleh attitude terhadap YouTube advertisements secara keseluruhan. Attitude yang dimiliki oleh penonton YouTube millennials terbukti dipengaruhi oleh masing-masing karakteristik iklan yaitu perceived entertainment, perceived informativeness, perceived irritation, dan perceived credibility dimana hanya perceived irritation yang mempengaruhi attitude secara negatif. Akan tetapi, tidak seperti behavor, intention tidak terbukti dipengaruhi oleh flow. Selanjutnya, implikasi manajerial akan dijelaskan lebih lanjut di dalam penelitian ini.

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The development of digital era in Indonesia has made YouTube advertisements as an additional option in marketing strategy. YouTube is a video sharing service that enables users to create their own profile, upload videos, watch, like and comment on other videos. This research aims to understand the performed behavior by YouTubes millennials viewers when accessing YouTube. Survey with 221 respondents participated is used for collection method. Purposive technique is applied for sampling method to gather data from respondents aged 19-34 years old and has accessed YouTube in the last three days. This research is analyzed by strctural equation model (SEM) method with Lisrel 85. Findings of the research show that flow has greater impact on behavior than intention that has been shaped by the overall attitude towards YouTube advertisements. The attitude that YouTube millennials viewer posessed is proven to be influenced by each components of advertising attitude that are perceived entertainment, perceived informativeness, perceived irritation, and perceived credibility whereas only perceived irritation that influence attitude negatively. Unlike behavior, intention is not proven to be influenced by flow. Furthermore, managerial implication will be discussed further in this research."

"Pertumbuhan e-commerce di Indonesia saat ini sedang mengalami kenaikan. Salah satu dari e-commerce tersebut adalah website toko pakaian online yang menjual pakaian wanita. Penelitian ini bertujuan untuk menemukan adanya pengaruh sikap konsumen pada website toko pakaian online terhadap niat mencari informasi dan niat membeli di website tersebut. Data diperoleh degan menyebarkan kuesioner pada 200 orang responden. Hasil penelitian menunjukkan adanya pengaruh langsung yang positif dari sikap terhadap niat mencari informasi di website dan niat membeli setelah mendapatkan informasi di website.

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The e-commerce in Indonesia is growing rapidly. One of the favorite e-commerce is online clothing website, with mostly consumer gender are women. Research aims to examine the influence of attitudes toward particular clothing websites, specifically favorite ones, on information search at those web sites and on the choice to purchase items from those web sites. Data in this research is collected from the 200 respondent by spreading the questionnaire. Results showed that participants‟ attitudes toward their favorite clothing web sites had a direct, positive effect on their intentions to search for information at those web sites as well as intentions to purchase clothing items from those web sites after finding the items there."

"Tulisan ini mengevaluasi cara strategi pemasaran konten Ruangguru dapat mencapai langkah-langkah dalam perubahan perilaku konsumen, mulai dari perhatian (attention), ketertarikan (interest), kemauan (desire), hingga tindakan (action). Pendekatan ini melibatkan pemanfaatan iklan dengan daya tarik yang disesuaikan dengan tujuan kontennya. Ruangguru telah berhasil menerapkan pendekatan yang efektif dalam setiap materi promosinya sesuai dengan maksud pesan yang ingin disampaikan. Selain itu, terlihat bahwa Ruangguru aktif berinteraksi dengan cerita penggunanya, menggambarkan bukti nyata keberhasilan dalam penggunaan platform Ruangguru.

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This paper analyzes how Ruangguru's content marketing strategy can achieve the stages of consumer behavior from Attention, Interest, Desire, and Action through the use of advertising appeals tailored to the content objectives. Ruangguru has employed a sound approach in each promotional content, aligned with the message goals. Furthermore, Ruangguru appears interactive by featuring user stories, demonstrating tangible evidence of the success of Ruangguru's users."