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"Skripsi ini membahas sikap konsumen terhadap pembelian perlengkapan/peralatan bayi dan balita. Tujuan utama dari skripsi ini membahas mengenai bagaimana tingkat penolakan resiko konsumen (risk averseness), orientasi kenyamanan konsumen (convinience orientation, dan tendensi pembelian secara impuls (impulse tendency mempengaruhi sikap konsumen serta niatan pembelian (purchase intention terhadap pembelian peralatan/perlengkapan bayi dan batita. Dalam penelitian ini, responden adalah pria ataupun wanita berusia 17-55 tahun yang bertempat tinggal di Jabodetabek dan pernah melakukan pembelian peralatan/perlengkapan bayi dan batita melalui toko online. Dari penelitian yang sudah dilakukan peneliti mendapatkan hasil bahwa Risk Averseness dan Impulse Buying masing-masing tidak memiliki pengaruh terhadap Consumer Attitude, Convinience Orientation memiliki pengaruh terhadap Consumer Atttude,sedangkan Consumer Attitude memiliki pengaruh terhadap Purchase Intention.

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This study is adopted from the study who has been done by Lee (2007) (Consumer Attitude toward Virtual Stores and it's Correlates). This study is discussing about the attitude consumer toward purchasing the needs of baby and below three years old baby. The main purpose of this study is to discuss about how risk of level consumer (risk averseness), convenience consumer's orientation (convenience orientation) and the tendency of purchase impulse (impulse tendency) influenced the attitude of consumer as well as purchase intention toward the needs of baby and below three years old baby.

In these research the respondent are men and woman on the age of 17-55 years old lived in Jabodetabek who had been purchased the needs of baby and below three years old baby by on line store.

From the research has been done previously, the researcher found the result that Risk Averseness and impulse buying hasn't influence toward the Consumer Attitude, Convenience orientation, whereas and costumer attitude each single has the influence toward costumer attitude dan purchase intention."

"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."

"Dilatar belakangi oleh perkembangan teknologi informasi, toko online mengalami peningkatan peran dalam lingkungan pemasaran moderen. Skripsi ini membahas sikap konsumen terhadap pembelian pakaian melalui toko pakaian online. Dalam literatur akademis, konsumen memiliki preferensi yang berbeda dalam berbelanja online untuk tipe produk yang berbeda, oleh karena itu toko online pada penelitian ini dibatasi pada toko pakaian online. Hasil penelitian menunjukan fakor yang paling mempengaruhi pembentukan sikap konsumen terhadap pembelian pakaian melalui toko pakaian online adalah faktor orientasi kenyamanan, yaitu nilai yang diberikan atas pencarian aktif sebuah produk sehingga menimbulkan kenyamanan pribadi dan penghematan waktu dalam aktivitas tertentu. Sikap konsumen terhadap pembelian pakaian melalui toko pakaian online pada akhirnya mempengaruhi niat pembelian pakaian di toko paaian online baik dalam jangka panjang maupun dalam jangka pendek.

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Supported by the growth of information technology, online stores have increased their importance in the modern marketing environ ment. The focus of this research is to investigate consumers? attitude towards the purchase of clothing line via online stores. The object of this research is being limited for only clothing online stores, this is due to an academic literature that each consumer has different preferen ces on purchasing different product via online store. This research shows convenience orientation the most important factor to create consumers? attitude towards the purchase of clothing line via online stores. Moreover consumers? attitude towards the purchase of clothing line via online stores will influence consumers? intention to make a purchase on clothing online stores."

"Penelitian ini bertujuan untuk melihat pengaruh dari keinformatifan, efektivitas, dan hiburan terhadap niat pembelian dan kepuasan yang dimediasi oleh kondisi flow pengunjung toko online Lazada Indonesia dengan konsep model stimulusorganism-response (SOR) yang diperkenalkan oleh Mehrabian dan Russel (1978). Responden penelitian ini berjumlah 160 orang yang telah mengunjungi situs tersebut. Model penelitian menggunakan 7 hipotesis dan diuji oleh metode analisis jalur (path analysis).Hasil penelitian menyatakan bahwa efektivitas dan hiburan (stimulus) mempunyai pengaruh langsung terhadap flow (organism), begitu pula pengaruh tidak langsung keduanya terhadap niat pembelian dan kepuasan (responses). Namun keinformatifan (stimulus) tidak mempunyai pengaruh langsung terhadap flow maupun pengaruh tidak langsung terhadap niat pembelian dan kepuasan. Sedangkan pada jurnal penelitian, terdapat pengaruh langsung antara variabel-variabel stimulus terhadap flow dan pengaruh tidak langsung variabel-variabel stimulus kepada variabel-variabel responses.

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This study aims to know the relationships between informativeness, effectiveness, and entertainment toward purchase intenton and satisfaction mediated by flow of consumers in Lazada Indonesia online store using the stimulus-organism-response (SOR) concept model introduced by Mehrabian and Russel (1978). This study using 160 respondents who has been visiting Lazada Indonesia website. The model has 7 hypotheses and had tested using path analysis method.

The results declare that effectiveness and entertainment (stimulus) have direct effect toward flow (organism) and indirect effect toward purchase intention and satisfaction (responses). But informativeness does not has any direct nor indirect effect towards them. Whereas, in main reference journal, the three stimulus variables have direct effect toward flow as organism variable and indirect effect toward two responses variables."

"Untuk mencapai kesuksesan dalam diferensiasi produk, perusahaan menghabiskan jutaan dolar setiap tahunnya untuk menandatangani selebriti guna mendukung kontrak dukungan terhadap merek, sebagai sumber efek yang memainkan peran penting dalam komunikasi persuasif. Berdasarkan teori kredibilitas sumber dan teori diferensiasi produk, penelitian ini menguji hubungan kausal antara kredibilitas endorser, sikap merek, kredibilitas merek dan niat pembelian perusahaan yang menerapkan strategi dukungan selebriti. Data penelitian diolah menggunakan PLS-SEM. Hasilnya menunjukkan bahwa ada hubungan positif antara semua konstruksi yang dihipotesiskan. Oleh karena itu, selain memiliki selebriti yang baik untuk mendukung iklan yang berorientasi pada pelanggan, kredibilitas selebriti sama pentingnya dalam meningkatkan sikap merek, kredibilitas merek dan niat membeli.

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To achieve product differentiation, companies spend millions of dollars annually in signing celebrities to endorse their brands rsquo endorsement contracts, as source effects that play an important role in persuasive communications. Based on source credibility theory and product differentiation theory, this study examines the causal relationship between endorser credibility, brand attitude, brand credibility and purchase intention of companies that adopt a celebrity endorsement strategy.

The research data is run by PLS SEM. The results indicate that positive relationships exist between all the hypothesized constructs. Therefore, in addition to having a favorable celebrity to endorse a customer oriented advertisement, the credibility of the celebrity is as important in enhancing brand attitude, brand credibility and purchase intention."

"Penelitian ini menguji faktor-faktor yang mempengaruhi sikap terhadap produk tiruan dari produk bermerek mewah, yaitu kesadaran akan merek, kepuasan pribadi, kesadaran akan nilai, inferensi harga-kualitas, pengaruh sosial, dan gengsi suatu merek. Berdasarkan data dari 212 konsumen dapat diketahui bahwa kesadaran akan nilai, inferensi harga-kualitas, dan pengaruh sosial memiliki pengaruh yang signifikan terhadap sikap terhadap produk tiruan dari produk bermerek mewah. Sedangkan kesadaran akan merek, kepuasan pribadi, dan gengsi suatu merek tidak memiliki pengaruh yang siginifikan tehadap sikap terhadap produk tiruan dari produk bermerek mewah. Sikap terhadap produk tiruan dari produk bermerek mewah memiliki pengaruh yang signifikan terhadap intensi pembelian produk tiruan dari produk bermerek mewah.

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This paper examines the factors that influence the attitudes towards counterfeit luxury brand, which are brand conscious, personal gratification, value conscious, price-quality inference, social influence, and brand prestige. Based on data collected from 212 consumers, value conscious, price-quality inference, and social influence were found to significantly influence attitudes towards counterfeit luxury brand. There was no significant relationship with brand conscious, personal gratification, and brand prestige. Attitudes towards counterfeit luxury brand were found to influence intention to purchase counterfeit luxury brand."

"[ABTRAKRebranding adalah sebuah strategi marketing yang lumrah dilakukan olehbanyak perusahaan, terutama saat ada situasi dimana sebuah perusahaan diakuisisioleh perusahaan lainya. Dalam situasi tersebut strategi rebranding menjadi sangatpenting untuk diterapkan demi mendapatkan kepercayaan konsumen untuk terusmenggunakan produk atau jasa yang ditawarkan. Dalam penelitian ini, dapatdilihat faktor-faktor yang dapat mempengaruhi tingkat kepercayaan konsumendengan keinginan pembelian. Faktor yang mempengaruhi tingkat kepercayaanpada proses rebranding terlihat dari sikap skeptis dan resistensi terhadapperubahan yang membentuk brand attitude seseorang. Dalam penelitian ini,hubungan yang ditimbulkan antara sikap skeptis dan resistensi dapat dibuktikandan bersifat positif. Rasa keingintahuan menjadi faktor penting untukmempengaruhi tingkat resistensi. Pada penelitian ini terlihat hubungan yangsignifikan dan bersifat negatif antara rasa keingintahuan seseorang denganresistensi yang dimiliki. Pada akhirnya, resistensi akan mempengaruhi sikap yangdimiliki oleh seorang konsumen pada saat rebranding terjadi. Dari sikap yangdimiliki oleh seseorang tersebut, terbentuk tingkat keinginan pembelian yangtinggi pada sebuah merek.

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ABSTRACTRebranding is a common marketing strategy undertaken by manycompanies, especially when there is a situation where a company acquired byother companies such as merger and acquisition. In such a situation, it becomesvery important for a rebranding strategy to be applied correctly in order to obtainthe trust of consumers to continue to use the product or service being offered anddevelop a favorable attitude towards brand. In this study, there are factors that willaffect the level of consumer trust and purchase intention. Factors that influencethe level of trust will be shown and driven by skepticism and resistance to changethat will shape a customers's brand attitude. In this study, the relationship arisingbetween skepticism and resistance can be proven positive. Curiosity becomes animportant factor to influence the level of resistance. The study shows, there is asignificant relationship between curiosity and resistance and the relationship isnegative. It means the more curiosity shown by the customer, the less resistancehe or she will have toward a brand that undergoes changes. In the end, resistancewill affect the attitude towards brand when undergoes rebranding process. Thisattitude will proved center reason why a customer use the service in the websiteand generates transaction in the future.;Rebranding is a common marketing strategy undertaken by manycompanies, especially when there is a situation where a company acquired byother companies such as merger and acquisition. In such a situation, it becomesvery important for a rebranding strategy to be applied correctly in order to obtainthe trust of consumers to continue to use the product or service being offered anddevelop a favorable attitude towards brand. In this study, there are factors that willaffect the level of consumer trust and purchase intention. Factors that influencethe level of trust will be shown and driven by skepticism and resistance to changethat will shape a customers's brand attitude. In this study, the relationship arisingbetween skepticism and resistance can be proven positive. Curiosity becomes animportant factor to influence the level of resistance. The study shows, there is asignificant relationship between curiosity and resistance and the relationship isnegative. It means the more curiosity shown by the customer, the less resistancehe or she will have toward a brand that undergoes changes. In the end, resistancewill affect the attitude towards brand when undergoes rebranding process. Thisattitude will proved center reason why a customer use the service in the websiteand generates transaction in the future., Rebranding is a common marketing strategy undertaken by manycompanies, especially when there is a situation where a company acquired byother companies such as merger and acquisition. In such a situation, it becomesvery important for a rebranding strategy to be applied correctly in order to obtainthe trust of consumers to continue to use the product or service being offered anddevelop a favorable attitude towards brand. In this study, there are factors that willaffect the level of consumer trust and purchase intention. Factors that influencethe level of trust will be shown and driven by skepticism and resistance to changethat will shape a customers's brand attitude. In this study, the relationship arisingbetween skepticism and resistance can be proven positive. Curiosity becomes animportant factor to influence the level of resistance. The study shows, there is asignificant relationship between curiosity and resistance and the relationship isnegative. It means the more curiosity shown by the customer, the less resistancehe or she will have toward a brand that undergoes changes. In the end, resistancewill affect the attitude towards brand when undergoes rebranding process. Thisattitude will proved center reason why a customer use the service in the websiteand generates transaction in the future.]"

"Penggunaan selebriti sebagai juru bicara bagi perusahaan menjadi metode periklanan yang umum Alasan mengapa iklan yang dibintangi oleh selebriti menjadi terkenal adalah karena pengiklan percaya bahwa pesan yang disampaikan oleh individu yang dikenal konsumen akan lebih mendapatkan perhatian bagi beberapa konsumen Tujuan dari penelitian ini adalah untuk menganalisis pengaruh dimensi kredibilitas endorser terhadap sikap konsumen pada iklan merek dan minat beli Penelitian ini menggunakan pendekatan kuantitatif dengan metode non probability sampling bagi responden yang berada di wilayah Jabodetabek Hasil penelitian menunjukkan bahwa dimensi kredibilitas endorser attractiveness dan trustworthiness mempengaruhi sikap konsumen terhadap iklan merek dan minat beli.

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The use of celebrity endorser as a spokespeople to be a prominent method of advertising. The reason of using the popularity of celebrity in advertising isis advertiser rsquo s belief that messages delivered by well -known figure attract more attention for some consumer. This research is conducted to analyze influence of endorser credibility to consumer attitude towards advertisement, brand and purchase intention. The research uses quantitative approach with non-probability sampling method for respondent live in Jabodetabek area. The result shows that dimension of credibility endorser (attractiveness and trustworthiness) are affecting attitude towards advertisement, brand and purchase intention."

"ABSTRAKPenelitian ini bertujuan untuk mencari pengaruh Layout Design dan Atmospheredi situs toko online khususnya situs toko online berbasis Business to Consumer.Responden dari penelitian ini adalah pengunjung situs toko online berbasisBusiness to Consumer dalam kurun 3 bulan terakhir. Total responden yangdigunakan dalam penelitian ini adalah 134 responden. Metode yang digunakandalam penelitian ini adalah Structural Equation Modeling (SEM). Hasil penelitianini menunjukan bahwa Layout Design dapat mempengaruhi Purchase Intention.Dengan Attitude Toward Website berhasil memediasi antara Layout Design danPurchase Intention. Atmosphere juga dapat mempengaruhi Purchase Intentiontetapi dimediasi Emotional Arousal dan Attitude Toward Website sebelummempengaruhi Purchase Intention.

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ABSTRACTThis study aimed to explore the influence of Layout Design and Atmosphere inthe online store website particularly in online store sites with Business toConsumer basis. The respondents of this research were the B2C online storewebsite visitors within the last 3 months. Total respondents were used in thisstudy were 134 respondents. The method used in this research is StructuralEquation Modeling (SEM). The results indicate that Design Layout can influencePurchase Intention. With Attitude Toward Website mediate the Layout Designand Purchase Intention. Atmosphere also can affect the Purchase Intention butmediated by Emotional Arousal and Attitude Toward Website before affectingPurchase Intention."

"Despite the idea that beauty has been defined as a subjective concept, the desire to look good is attaining unprecedented levels. Through the growth of digitalization, the beauty industry has accommodated and advanced its approach to consumers' personalized needs. In explaining the underlying mechanism of consumer behavior, the self-construal theory was often used as an individual's cultural measurement. Therefore, this study aims to analyze the influence of self-construal on the purchase intention of beauty products through the measurement of self-discrepancy and online consumer reviews. The study reveals a new perspective regarding self-discrepancy and online consumer reviews that contradicts previous findings. Conducting cross-country studies between The Netherlands and Indonesia with a total of 150 respondents, the study reveals the relationship between self-construal and beauty consumption. The study measure culture through the concept of self-construal and shows that Indonesia (more interdependent) has a higher purchase intention of beauty products than The Netherlands (less interdependent). Moreover, this study provides insights into beauty product purchasing intentions and marketing of beauty brands.

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Meskipun keindahan sering kali dianggap sebagai konsep yang bersifat subjektif, keinginan untuk tampil menarik sedang mencapai tingkat yang belum pernah terjadi sebelumnya. Melalui pertumbuhan digitalisasi, industri kecantikan telah menyesuaikan dan mengembangkan pendekatan terhadap kebutuhan personal konsumen. Dalam menjelaskan mekanisme dasar perilaku konsumen, teori konstruksi diri sering digunakan sebagai ukuran budaya individu. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh konstruksi diri terhadap niat pembelian produk kecantikan melalui pengukuran diskrepansi diri dan ulasan konsumen online. Penelitian ini mengungkapkan perspektif baru mengenai diskrepansi diri dan ulasan konsumen online yang bertentangan dengan temuan sebelumnya. Dengan melakukan studi lintas negara antara Belanda dan Indonesia dengan total 150 responden, penelitian ini mengungkapkan hubungan antara konstruksi diri dan konsumsi kecantikan. Penelitian ini mengukur budaya melalui konsep konstruksi diri dan menunjukkan bahwa Indonesia (lebih saling ketergantungan) memiliki niat pembelian produk kecantikan yang lebih tinggi dibandingkan Belanda (kurang saling ketergantungan). Selain itu, penelitian ini memberikan wawasan mengenai niat pembelian produk kecantikan dan pemasaran merek kecantikan."