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"The purpose of this study is to identify and analyze the effect of consumer beliefs especially in CSR (corporate social responsibility) and the attitude on purchase intention. The population of this study is teachers in 18 elementary schools in the district of South Semarang with a total number of 242 teachers at the elementary school teacher, who have received Nest Mosquito Eradication Program (PSN) from PT. Marimas. The total samples are 151 teachers. Data collected using questionnaires and analyzed with structural equation modeling. The result of this study show that consumer belief in corporate social responsibility program (CSR) conducted by PT. Marimas has significant positive effect on purchase intention in the product. Consumer belief in corporate social responsibility program of PT. Marimas has positive direct effect on consumer purchase intention. "

"Tujuan dari penelitian ini adalah untuk mengivestigasi jenis hubungan antara cause-related marketing, corporate image, consumers? attitude dan brand attractiveness yang kemudian akan mempengaruhi intensi pembelian konsumen pada kasus perusahaan sosial yang dipilih oleh peneliti. Metode analisis structural equation modelling (SEM) akan digunakan untuk menguji hipotesis. Data akan dikumpulkan dari 150 responden di lingkup geografis Jabodetabek. Implikasi utama CRM pada temuan yang akan didapatkan dalam penelitian ini adalah diperuntukkan bagi manajer pemasaran.Penemuan ini juga akan memberikan saran beberapa langkah-langkah yang dapat diambil untuk pertimbangan perusahaan dalam rangka meningkatkan corporate image, consumers attitude, dan brand attractiveness karena ketiga variabel tersebut diduga dapat mempengaruhi dampak CRM pada intensi pembelian konsumen. Selain itu, penelitian ini diharapkan dapat berkontribusi untuk menutup gap dari penelitian empiris di bidang ini, terutama karena adanya sikap pelanggan yang beragam di negara-negara berkembang seperti Indonesia. Penelitian semacam ini masih cukup jarang dan diharapkan akan menambah khazanah pengetahuan mengenai marketing dalam perusahaan berbasis sosial yang kini tengah menjadi trending topic diberbagai belahan dunia.

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This research has aimed to investigate relations among cause-related marketing, corporate image, consumers? attitude and brand attractiveness which then affected consumer intention purchasing on social enterprise that has been chosen by the researcher. Structural equation modelling method analysis was used to examine the hypotheses. The data were collected from 150 respondents living in Jakarta and nearby cities. The main implication of cause-related marketing gathered from these research has been aimed at respective marketing manager.These researches were also resulted in suggestions and steps for consideration to a corporate for increasing the corporate image, consumer?s attitude and brand attractiveness due to these three variables could be affecting consumer purchasing intention. Besides, these researches could give a good contribution to fill in gap from empirical researches, because of various of consumer's attitudes in developed countries like Indonesia. Rarely such researches have been conducted and this research is expected to add to the wealth of knowledge about the marketing in social enterprises which at the present day is becoming such a trending topic in many parts of the globe."

"The purpose of this study is to identify and analyze the effect of consumer beliefs especially in CSR (corporate social responsibility) and the attitude on purchase intention. The population of this study is teachers in 18 elementary schools in the district of South Semarang with a total number of 242 teachers at the elementary school teacher, who have received Nest Mosquito Eradication Program (PSN) from PT. Marimas. The total samples are 151 teachers. Data collected using questionnaires and analyzed with structural equation modeling. The result of this study show that consumer belief in corporate social responsibility program (CSR) conducted by PT. Marimas has significant positive effect on purchase intention in the product. Consumer belief in corporate social responsibility program of PT. Marimas has positive direct effect on consumer purchase intention. "

"ABSTRAKSeberapa besar tingkat keterlibatan seseorang dalam aktivitas sosial mediaperusahaan sangat mempengaruhi persepsinya terhadap reputasi perusahaan tersebut,yang implikasinya berujung pada timbulnya keinginan untuk membeli yang lebihtinggi dari orang tersebut terhadap produk yang ditawarkan oleh perusahaan.Penelitian ini bertujuan untuk mengetahui pengaruh dari intensitas penggunaan mediaseseorang terhadap keterlibatannya dengan sosial media perusahaan, baik dalamkonteks kognisi ataupun perilaku. Desain penelitian merupakan konklusif deskriptifdan cross-sectional, disebarkan ke 370 responden dengan metode conviniencesampling dan snowball. Data diolah dengan menggunakan metode StructuralEquation Modelling. Hasil penelitian menunjukan bahwa cognitive dan behaviorengagement in company?s social media memiliki pengaruh positif terhadappembentukan perception of corporate reputation, dan perception of corporatereputation memberikan pengaruh positif terhadap purchase intention. Namun padapenelitian ini tidak ditemukan pengaruh positif antara intensitas penggunaan sosialmedia terhadap cognitive dan behavior engagement in company?s social media.

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ABSTRACTThe degree of involvement in company?s social media intensely affecting theperception of corporate reputation, which led to the result higher purchase intentionfor the product that company?s offered. This research aims to understand the effect ofintensity of social media use towards to company?s social media, both in the contextof cognition or behavior. This research design is a conclusive-descriptive and crosssectional,distributed to 370 respondent with convinience sampling and snowballmethod. The data was processed using Structural Equation Modelling. The resultshow that cognitive and behavior engagement in company?s social media has apositive impact toward the establishment of perception of corporate reputation, andperception of corporate reputation has a positive impact toward purchase intention.However, on this research, intensity of social media doesn?t have a positive impacttoward cognitive and behavior engagement in company?s social media."

"Tujuan utama dari penelitian ini adalah untuk melihat bagaimana nilai belanja yang dirasakan oleh pelanggan selama live streaming memengaruhi kepercayaan, engagement, dan niat mereka untuk membeli dari penjual pakaian thrift, yaitu pakaian bekas, di social commerce di Indonesia. Dalam penelitian ini, nilai-nilai belanja yang dirasakan terdiri dari nilai-nilai utilitarian, hedonis, dan juga simbolis belanja melalui live stream, sedangkan kepercayaan dibagi menjadi kepercayaan pada produk dan kepercayaan pada penjual. Penjual pakaian thrift di social commerce adalah penjual yang menjual pakaian thrift di platform electronic commerce yang memfasilitasi interaksi sosial antara sesama pelanggan dan juga penjual. Di sini, Instagram dan fitur Instagram Live-nya menjadi fokus utama karena banyak penjual baju thrift online di Indonesia saat ini beroperasi di Instagram. Terkumpul 265 responden untuk studi ini dengan kriteria orang Indonesia berusia sekitar 15 hingga 40 tahun dan telah menonton sesi Instagram Live akun penjual baju thrift di Indonesia setidaknya sekali dalam 3 bulan terakhir. Data penelitian ini dianalisis dengan Covariance Based Structural Equation Modeling (CB-SEM) menggunakan software IBM SPSS AMOS 26. Hasil penelitian menunjukkan bahwa hanya nilai utilitarian dari live streaming yang dapat secara positif memengaruhi kepercayaan pelanggan terhadap produk dan penjual. Nilai hedonis ditemukan sebagai satu-satunya nilai yang dapat memengaruhi engagement. Selain itu, ditemukan bahwa satu-satunya hubungan tidak langsung yang signifikan adalah hubungan antara nilai utilitarian dan consumer engagement yang dimediasi oleh kepercayaan pelanggan pada produk. Terakhir, consumer engagement berpengaruh positif terhadap niat beli dari penjual baju thrift Indonesia di Instagram, sedangkan nilai hedonis memengaruhinya secara negatif.

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The main objective of this study is to examine how the shopping values perceived by consumers during live streaming affect their trust, engagement, and intention to purchase from Indonesian social commerce thrift clothes sellers. In this study, the perceived shopping values consist of the perceived utilitarian, hedonic, and also symbolic value of shopping via live streams, while trust is divided into trust in products and trust in sellers. Social commerce thrift clothes sellers are sellers who sell used or secondhand clothes on electronic commerce platforms that facilitate social interactions between the consumers and the sellers themselves. Here, Instagram and its Instagram Live feature are the main focus as many online thrift clothes sellers in Indonesia nowadays operate on Instagram. This study collected 265 respondents with the criteria of Indonesians aged around 15 to 40 years old and have watched a Instagram Live session of an Indonesian thrift clothes seller account in the last 3 months. The data of this research was analyzed with Covariance Based Structural Equation Modelling (CB-SEM) using IBM SPSS AMOS 26 software. The output shows that only the utilitarian value of live stream positively affects trust in products and sellers. Hedonic value was found to be the only value that can significantly affect engagement. Additionally, the only indirect relationship that is significant is the relationship between utilitarian value and consumer engagement mediated by trust in products. Last but not least, engagement positively affects the intention to purchase from Indonesian thrift clothes shops on Instagram, while hedonic value affects it negatively."

"Penelitian ini bertujuan untuk menganalisis bagaimana dan mengapa konsumen menerima atau menolak perubahan merek perusahaan. Sampel dalam penelitian ini adalah konsumen Indosat Ooredoo yang pada tahun 2015 lalu baru saja terpapar fenomena perubahan merek product dari Indosat menjadi Indosat Ooredoo. Hasil pada penelitian ini menunjukkan tiga buah proses sikap terhadap product rebranding. ditemukan juga perbedaan karakteristik individu yang dapat memberikan efek pada sikap konsumen.

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The purpose of this research is to understand how and why consumers resist or accept corporate rebranding. The sample in this study is Indosat Ooredoo consumers in 2015 which newly exposed to the phenomenon of changes in product brand Indosat into Indosat Ooredoo. The results in this study showed three attitudes toward the product rebranding process and differences in the characteristics of individuals who can give the effect on consumer attitudes."

"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."

"Seiring dengan perkembangan zaman dan kemajuan teknologi banyak menciptakan gaya hidup masyarakat yang baru. Penggunaan internet pada segala aktivitas telah menjadi fenomena yang lumrah bagi masyarakat Indonesia. Terdapat beberapa alasan yang dijadikan dasar oleh sebagian besar masyarakat indonesia dalam penggunaan internet. Hal ini dijabarkan oleh Survey yang dilakukan Asosiasi Penyelenggara Jasa Internet Indonesia, 2017 yang mengkaji alasan masyarakat dalam penggunaan internet di bidang ekonomi, diantaranya adalah mencari harga, pekerjaan, mencari informasi produk atau jasa, pembelian online, mencari pekerjaan, media transaksi perbankan dan sebagai media penjualan online. Penelitian ini membahas mengenai Faktor-Faktor Yang Memengaruhi Sikap Konsumen Dan Minat Beli Konsumen Terhadap Penawaran E-Voucher Di Indonesia. Model penelitian ini merupakan replikasi dari penelitian yang telah dilakukan oleh Cheah, Phau, Liang, 2015. Dengan metode SEM, didapatkan bahwa perceived value dan price consciousness berpengaruh positif dan signifikan terhadap attitude toward to e-voucher dan attitude towards to e-voucher, normative influence, informative influence dan perceived behavioural control memiliki pengaruh positif dan signifikan terhadap intention to buy.

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Along with the times and technological advances, there are many new lifestyles of society. The use of the internet has basically become a common phenomenon for the people of Indonesia. There are several reasons that most Indonesians use in internet. This is described by the Survey conducted Association of Indonesian Internet Service Providers, 2017 which examines the reasons use of the Internet in the economic field, namely seeking information, jobs, seeking information, or transactions, online purchasing, job search, media transactions banking and as an online sales medium.

A study that discusses the factors that influence consumer attitudes and buy consumer intention on E Voucher offers in Indonesia. This research model is a replication of the research that has been done by Cheah, Phau, Liang, 2015. With SEM method, it is found that the perceived value and price of positive and significant awareness of attitudes towards e vouchers and attitudes toward e vouchers, informative influence and perceived behavioral control have a positive and significant influence on buying intention."

"[Penelitian ini dilatarbelakangi oleh persaingan kompetitif antar produsen yang mendorong produsen untuk menyusun strategi pemasaran demi terserapnya kelimpahruahan produksi. Produsen berupaya menciptakan imaji kebutuhan melalui sistem tanda pada media sosial dengan konsep endorsement. Penelitian ini bertujuan untuk membongkar pemanfaatan sistem tanda pada media sosial yang dilakukan produsen untuk membangkitkan konsumsi. Berbasis teori Masyarakat Konsumsi dari Jean Baudrillard, penelitian ini menggunakan paradigma kritis dan metode analisis semiotika Roland Barthes. Hasil penelitian menunjukkan bahwa produsen menyelipkan aktivitas pemasaran melalui sistem tanda pada foto endorser di Instagram. Temuan lain dalam penelitian ini adalah terdapat relasi saling memasarkan antara produsen dan endorser.

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This study's motivated by competitive rivalry among producers which encourage them to develop a marketing strategy for the sake of absorption abundance of production. The producer created artificial need through system of signs on social media. This study aimed to dismantle the use of system of signs on social media that carried producers to raise consumption. According to Consumer Society Theory by Jean Baudrillard, this study used critical paradigm with

Semiotic Analysis Method of Roland Barthes. The result showed that the producer slipped marketing activities through system of signs in endorser's photos on Instagram. Other finding in this study's there's a mutual relationship between producer and endorser. This study's motivated by competitive rivalry among producers which encourage them to develop a marketing strategy for the sake of absorption abundance of production. The producer created artificial need through system of signs on social media. This study aimed to dismantle the use of system of signs on social media that carried producers to raise consumption. According to Consumer Society Theory by Jean Baudrillard, this study used critical paradigm with

Semiotic Analysis Method of Roland Barthes. The result showed that the producer slipped marketing activities through system of signs in endorser's photos on Instagram. Other finding in this study's there's a mutual relationship between producer and endorser., This study‟s motivated by competitive rivalry among producers which

encourage them to develop a marketing strategy for the sake of absorption

abundance of production. The producer created artificial need through system of

signs on social media. This study aimed to dismantle the use of system of signs on

social media that carried producers to raise consumption. According to Consumer

Society Theory by Jean Baudrillard, this study used critical paradigm with

Semiotic Analysis Method of Roland Barthes. The result showed that the producer

slipped marketing activities through system of signs in endorser‟s photos on

Instagram. Other finding in this study‟s there‟s a mutual relationship between

producer and endorser.]"

"Berdasarkan perbedaan etnosentrisme konsumen di berbagai negara, maka penelitian ini menguji pengembangan model penelitian Reardon, Miller, Vida, dan Kim (2005:743). Jika penelitian Reardon et al. (2005:743) tentang etnosentrisme pada sikap konsumen terhadap iklan dan merek di Amerika, Slovenia, dan Kazakhstan, maka penelitian ini dilakukan di Indonesia dengan konteks produk rokok.Tujuan penelitian ini adalah untuk mengetahui pengaruh positif etnosentrisme pada sikap konsumen terhadap iklan rokok lokal, untuk mengetahui pengaruh positif etnosentrisme pada sikap konsumen terhadap merek rokok lokal, dan untuk mengetahui pengaruh sikap konsumen mengenai iklan rokok lokal terhadap sikap konsumen mengenai merek rokok lokal.Metode penelitian yang digunakan dalam penelitian ini adalah metode survey. Pengumpulan data dilakukan dengan menggunakan teknik convenience sampling. Sampel diambil dari populasi mahasiswa Universitas Indonesia yang mengkonsumsi rokok. Selanjutnya data penelitian dianalisis menggunakan structural equation modeling (SEM) dengan software LISREL 8.30 untuk mengetahui hubungan secara simultan antar variabel.Hasil penelitian ini menunjukkan terdapat pengaruh positif etnosentrisme pada sikap konsumen terhadap iklan dan merek rokok lokal. Hasil penelitian juga menunjukkan terdapat pengaruh positif sikap konsumen mengenai iklan rokok lokal terhadap sikap konsumen mengenai merek rokok lokal. Hasil tersebut mengindikasikan bahwa Indonesia sebagai negara berkembang memiliki konsumen yang masih mencintai produk lokal yang dapat dijadikan untuk pengembangan ekonomi. Iklan rokok lokal yang materi, konteks, dan pesan iklannya mengandung keragaman budaya Indonesia menimbulkan minat untuk membeli merek rokok lokal.Implikasi manajerial, berdasarkan pengaruh positif etnosentrisme pada sikap konsumen terhadap iklan dan merek rokok di Indonesia dapat dijadikan sebagai informasi untuk melakukan pengembangan pemasaran. Bagi perusahaan rokok lokal, basil penelitian ini dapat dijadikan acuan bahwa rokok lokal masih menjadi pilihan utama untuk dikonsumsi oleh orang Indonesia. Bagi perusahaan rokok impor, strategi joint venture atau aliansi dengan perusahaan rokok lokal dapat lebih efektif diterapkan di Indonesia.Kata kunci: etnosentrisme konsumen, sikap terhadap iklan, sikap terhadap merek, rokok, Indonesia.

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Based on consumer ethnocentrism difference in many countries, this research wants to test the research model development of Reardon, Miller, Vida and Kim (2005:743). While Reardon et al (2005:743) conducted their research to consumer ethnocentrism of brand and ad attitude in the United States, Slovenia and Kazakhstan, this research focuses in cigarette products and is conducted in Indonesia.

This research wants to figure out the positive effect of ethnocentrism to consumer ad attitude towards local cigarettes, to figure out the positive effect of ethnocentrism to consumer brand attitude towards local cigarettes and to figure out the effect of consumer ad attitude towards consumer brand attitude for local cigarettes.

This research uses survey method and data collection is done using convenience sampling. Sample is taken from the population of University of Indonesia students that consume cigarettes. Research data is analyzed using structural equation modeling (SEM) with LISREL 8.30 software to get simultaneous relations among variables.

This research shows that there is a positive effect of ethnocentrism to consumer ad and brand attitude towards local brand cigarette. It also shows that, for local brand cigarettes, there is a positive effect of consumer ad attitude towards consumer brand attitude. This result indicates that Indonesia as a developing country still has economically potential market and consumer that love local products. Local cigarette ad that contain message, material and context of varied Indonesian culture drives the interest to buy local brand cigarettes.

The managerial implication; based on the ethnocentrism positive behavior of the consumer attitude on the advertisement and cigarette brand in Indonesia, it shows that the local cigarette advertisement and brand still manage to be the first choice and fond of by the local cigarette consumer. For the local cigarette company, this result research could be the turning point for not doubtful to develop the local market as the high consumer ethnocentrism. Meanwhile, for the foreign cigarette company, the joint venture or alliance between the foreign cigarette company and the local cigarette company could be more effective to be implemented in Indonesia that has high ethnocentrism consumer (Reardon et al., 2005:750)."