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"Tujuan utama dari penelitian ini ialah mengetahui motivasi pembelian merek mewah pada kelompok usia late adolescents 18-25 tahun dan young adults 26-39 tahun dengan menggunakan attitude functions social-adjustive function, value-expressive function, hedonic function dan utilitarian function sebagai dasar pembelian merek mewah. Dengan total 159 responden 109 kelompok usia late adolescents dan 50 kelompok usia young adults , data diolah menggunakan analisis multiple regression dan uji beda Satterthwaite. Hasil penelitian menunjukkan bahwa social-adjustive function dan value-expressive function pada kelompok usia late adolescents berpengaruh lebih besar dari kelompok usia young adults. Perbedaan juga ditemukan pada pengaruh hedonic function dan utilitarian function terhadap pembelian merek mewah pada kedua kelompok usia.

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The main purpose of this research is to seek the motivations of consuming luxury brands among late adolescents 18-25 years and young adults 26-39 years using the attitude functions social adjustive function, value expressive function, hedonic function, and utilitarian function as the basis of purchasing luxury brands. A total of 159 respondents between the age of 18 and 39 participated in a survey used and analyzed using multiple regression and Satterthwaite equation. The results shown that social adjustive function and value expressive function among late adolescents has bigger impact than young adults. This research also finds the differences of the impact of hedonic function and utilitarian function toward luxury brands purchase intention between two age groups."

"Influencer menjadi kunci utama konsumen dalam menentukan keputusan pembelian. Dengan kekuatan yang dimilikinya, influencer berupaya melakukan endorsement dan menciptakan merek sendiri untuk mendapatkan keuntungan komersial dan meningkatkan personal branding. Penelitian ini bertujuan untuk menganalisis hubungan antara anteseden dari consumer’s brand attitude dan purchase intention. Penelitian ini menggunakan PLS-SEM untuk mengolah data dari 385 responden berusia 16-34 tahun yang mengetahui dan/atau mengikuti akun media sosial dan belum pernah membeli salah satu merek milik influencer di Indonesia seperti Menantea, Payakumbuah, Street Boba, Secondate, By Lizzie Parra (BLP), Mother of Pearl (MOP), Lafiye, Minimslm, dan Iwearup. Hasil penelitian adalah influencer-brand congruence, brand-consumer congruence, brand authenticity, dan influencer involvement berpengaruh positif terhadap brand attitude, yang selanjutnya berpengaruh positif terhadap purchase intention. Sementara itu, consumer involvement dan influencer-consumer congruence tidak memiliki pengaruh signifikan terhadap purchase intention. Berdasarkan hasil penelitian, peneliti mengajukan implikasi manajerial dan saran untuk penelitian berikutnya.

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Influencer is the key driver of consumer’s purchase decision. Influencers exert their power to influence consumer through endorsement and creating Influencer-Owned Brand to gain comercial opportunities and to increase personal branding. This study aims to examine the antesedent of consumer’s brand attitudes and purchase intention. This study uses Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze data from 385 respondent with 16-35 years who familiarize themselves with one of targeted Indonesian influencer owned brand and have not experienced in buying the product. The targeted influencer-owned brand involves Menantea, Payakumbuah, Street Boba, Secondate, By Lizzie Parra (BLP), Mother of Pearl (MOP), Lafiye, Minimslm, dan Iwearup. The findings is influencer-brand congruence, brand-consumer congruence, brand authenticity, and influencer involvement positively influence brand attitude, which then positively influence purchase intention. Meanwhile, consumer involvement and influencer-consumer congruence is not significantly influenced brand attitude. According to the findings, this study also proposes managerial implications and suggestions for future studies."

"The study aims to probe the effect of perceived price, perceived quality, brand awareness, and social influence on purchase intention of South East Asian (SEA) Young Adults towards global smartphone brands. This explanatory research uses quantitative empirical data collected from 200 SEA Young Adults studying in one of the public universities in Malaysia. Stratified random sampling is used while ensuring fair representation of SEA countries, viz., Singapore, Malaysia, Philippines, Thailand, Indonesia, Vietnam, and Cambodia. Correlation and regression analysis were carried out using SPSS 20.0. The study resulted in the finding that social influence has the highest level of linear relationship and so is the most influential factor among four. The findings provide guidelines to global smartphone brands for developing value proposition and better promotion mix for smartphones promotion."

"Saat ini, merek fashion memiliki peran penting dalam kehidupan masyarakat. Perusahaan dan merek mapan menghadapi kesulitan untuk tetap relevan di industri fashion karena pertumbuhan sektor yang cepat dan semakin banyak kelahiran merek baru. Membedakan merek melalui upaya pemasaran dan manajemen merek dapat membantu bisnis tetap kompetitif dan menarik. Penelitian ini bertujuan untuk mengidentifikasi kredibilitas endorser dan kredibilitas merek sebagai upaya pemasaran untuk meningkatkan minat beli konsumen. Penelitian ini merupakan penelitian deskriptif kuantitatif yang bertujuan untuk mengkaji perilaku pembelian konsumen dalam konteks fashion brand lokal Indonesia. Studi ini mempelajari pola sikap konsumen saat ini terhadap merek dan kredibilitasnya melalui penyebaran kuesioner. Penelitian ini memiliki tujuan untuk memberikan wawasan bagi pelaku bisnis yang bergerak di industri fashion Indonesia untuk lebih memahami faktor-faktor dibalik niat beli. Penelitian ini menggunakan metode purposive sampling untuk mengumpulkan data dari 180 responden melalui kuesioner online. Data yang terkumpul kemudian dianalisis dengan menggunakan metode Partial Least Squares: Structural Equation Modeling (PLS-SEM) yang difasilitasi oleh alat SmartPLS. Temuan dari penelitian ini meliputi kredibilitas endorser memiliki hubungan positif terhadap niat beli konsumen ketika dimediasi oleh sikap terhadap merek dan kredibilitas merek serta kredibilitas merek hubungan positif pada niat beli ketika dimediasi oleh sikap terhadap kredibilitas merek dalam konteks merek fashion lokal Indonesia. Selanjutnya ditemukan bahwa jenis kelamin tidak memiliki pengaruh memoderasi terhadap hubungan antara sikap terhadap merek dan kredibilitas merek terhadap niat beli. Hasil dari penelitian ini dapat digunakan untuk mengoptimalkan komunikasi pemasaran dan strategi manajemen merek, yang mengarah pada pertumbuhan berkelanjutan di industri fashion di Indonesia.

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Today, fashion brands have a significant role in people's lives. It has become difficult for many established firms and labels to stay relevant in the fashion industry due to the fast-paced growth of the sector and an increasing number new brand. Differentiating brands via marketing and brand management efforts aids businesses remain competitive and appealing. This study aims to identify endorser credibility and brand credibility as marketing efforts to enhance consumers purchase intention. This research is quantitative descriptive research that seeks to examine consumers’ purchasing behavior within the Indonesian fashion local brands context. This will be achieved by studying current patterns of consumers' attitudes towards brand and its credibility through the distribution of questionnaires. This study aims to provide insights for businesses operating in the Indonesian fashion industry to better understand the factors behind the purchase intention. The study employs the purposive sampling method to gather data from 180 respondents through online questionnaire. The collected data is then subjected to analysis using the Partial Least Squares: Structural Equation Modeling (PLS-SEM) method, facilitated by the SmartPLS tool. The findings of this research include endorser credibility as having positive relationships on consumers’ purchase intention when mediated by attitude towards brand and brand credibility as well as brand credibility positive relationship on purchase intention when mediated by attitude towards brand credibility in Indonesia local fashion brands context. Furthermore, it is found that gender has no moderating effect on the relationship between attitude towards brand and brand credibility on purchase intention. The results can be used to optimize marketing communication and brand management strategies, leading to sustainable growth in the fashion industry in Indonesia."

"Fokus dari laporan ini adalah untuk membahas pengaruh dari pemasaran melalui media sosial yang dilakukan oleh luxury brands terhadap ekuitas nilai, ekuitas merek, ekuitas hubungan, ekuitas konsumen, dan intensi membeli. Hasil penemuan ini mengungkapkan bahwa pemasaran melalui media sosial memiliki pengaruh positif terhadap ekuitas nilai, ekuitas merek, dan ekuitas hubungan. Ekuitas nilai, ekuitas merek, dan ekuitas hubungan juga memiliki pengaruh positif terhadap intensi membeli. Untuk ekuitas konsumen, ekuitas nilai, ekuitas hubungan, dan intensi membeli menghasilkan pengaruh positif, sedangkan ekuitas merek tidak memiliki pengaruh terhadap ekuitas konsumen. Hasil dari penelitian ini dapat membantu luxury brands untuk memprediksi tindakan konsumen untuk membeli di masa depan sekaligus memberikan wawasan untuk strategi pemasaran luxury brands.

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The focus of this study is to examine the effect of social media marketing carried out by luxury brands on value equity, brand equity, relationship equity, customer equity and purchase intention. This study finds that social media marketing has positive effect on value equity, brand equity, and relationship equity. The value equity, brand equity, and relationship equity also have positive effect on purchase intention. As for customer equity, value equity, relationship equity, and purchase intention are proven to have positive effects, while brand equity shows no effect on customer equity. The findings can enable luxury brands to forecast future purchasing behaviour and provide useful insights for marketing strategies."

"Penelitian ini membahas mengenai hedonic shopping value yang terdiri dari novelty, fun, escapism, dan praise terhadap sikap konsumen terhadap kegiatan belanja online atau attitude toward online purchasing dan intensi pembelian produk diskon atau discounted product purchase intention dalam konteks single days discount atau biasa disebut dengan Harbolnas di Indonesia. Penelitian ini melaksanakan survei kepada 229 responden dari kelompok umur yang lahir pada tahun 1968 hingga 2006 dan berdomisili di Jabodetabek (Jakarta, Bogor, Depok, Tangerang, dan Bekasi). Metode penyebaran kuesioner dilakukan secara online menggunakan Google Form dan dianalisis menggunakan Structural Equation Modelling (SEM) dengan software pengolahan data LISREL 8.51. Hasil penelitian menunjukkan bahwa dalam attitude toward online purchase, variabel yang terbukti signifikan memengaruhi terdiri dari novelty, fun, praise, dan juga escapism. Dalam discounted product purchase intention, variabel attitude toward online purchase terbukti signifikan memengaruhi.

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This study investigated hedonic shopping value consisting of novelty, fun, escapism, and praise on consumer attitudes towards online purchasing activities and discounted product purchase intentions in the context of single days discount or commonly referred to as Harbolnas in Indonesia. This study conducted a survey of 229 respondents from age group born from 1968 to 2006 and domiciled in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi). The method of distributing questionnaires is done online using Google Form and analyzed using Structural Equation Modeling (SEM) with data processing software LISREL 8.51. The results of this study shows that in attitude toward online purchases, the variables that have been shown to have a significant influence consist of novelty, fun, praise, and also escapism. In discounted product purchase intention, the attitude toward online purchase is proven to have a significant influence."

"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."

"Penelitian ini mencoba mengaplikasikan penelitian yang dilakukan oleh Chen & Zhang (2012) dalam penelitian yang berjudul: "To Name it or not Name it: Consumer Perspectives on Facility Naming Rights Sponsorship in Collegiate Athletics", namun penelitian hanya terbatas pada perspektif konsumen terkait sponsorship yang dilakukan Garuda Indonesia kepada Liverpool FC. Perspektif konsumen ini dikaitkan dengan tolak ukur efektivitas sponsorship, yakni attitude towards sponsor dan purchase intention yang merupakan tingkat afeksi dan konasi dalam repsons konsumen lewat komunikasi pemasaran, seiring dengan perkembangan penelitian efektivitas sponsorship yang mulai bergeser dari sekedar awareness. Berdasarkan penelitian yang dilakukan, dalam sponsorship yang dilakukan Garuda, attitude towards sponsor dipengaruhi oleh variabel-variabel seperti belief about sponsorship, attitude towards commercialization, dan team identification. Sementara purchase intention dipengaruhi oleh belief about sponsorship baik langsung maupun melalui mediasi attitude towards sponsor. Dalam penelitian ini, ditemukan bahwa perception of financial status tidak berpengaruh terhadap attitude dan purchase intention karena perbedaan konteks penelitian yang dilakukan.

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This study tries to apply the research conducted by Chen & Zhang (2012) in their particular research entitled: "To Name it or not Name it: Consumer Perspectives on Facility Naming Rights Sponsorship in Collegiate Athletics", though this study is limited to consumers perspective related to sponsorship of Garuda Indonesia towards Liverpool FC. These consumers perspectives is associated with sponsorship efectiveness, attitude towards sponsor and purchase intention, both of which are the consumer's response in marketing communication, affective and conative stage respectively, in order to stand in line with today's research in sponsorship's effectiveness that shifted away from merely considering awareness.

Based on study conducted by the author, in Garuda Indonesia's sponsorship, attitude towards sponsor is significantly affected by belief about sponsorship, attitude towards commercialization, dan team identification. Meanwhile, purchase intention is significantly affected by belief about sponsorship directly and indirectly through attitude towards sponsor as a mediating variable. This study found that perception of financial status not significantly related to attitude towards sponsor and purchase intention in context of sponsorship conducted by Garuda Indonesia."

"Media sosial merupakan salah satu wadah besar dan potensial bagi pemasar untuk memasarkan sebuah produk atau layanan kepada khalayak luas. Media sosial menawarkan begitu banyak cara bagi para pemasar untuk memasarkan produk atau brand mereka, salah satunya adalah dengan bekerja sama dengan para influencers. Perusahaan-perusahaan menyadari adanya kekuatan persuasif yang dimiliki oleh para influencers atas para pengikutnya, dengan mengajak kerjasama para influencers agar mempromosikan produk mereka. Demikian penelitian ini akan melihat kontribusi influencers terhadap purchase intention konsumen terhadap brand fashion wanita lokal yang ada pada media sosial TikTok. TikTok merupakan salah satu media sosial incaran para pemasar, dimana video TikTok bergerak sesuai dengan tren yang ada. Tren dapat berupa gerakan, suara, hingga produk yang diunggah sebagai konten video oleh para pengguna. Pada masa kini, brand pakaian lokal Indonesia cukup diminati, tentu dengan adanya bantuan media sosial dan influencer sebagai media pemasaran. Penelitian ini juga akan difokuskan pada produk pakaian wanita, untuk melihat hasil penelitian yang lebih spesifik, dan berbeda dengan penelitian sebelumnya yang lebih general. Maka itu, penelitian ini akan difokuskan untuk brand fashion wanita yang berbasis di Indonesia, untuk memberikan gambaran yang berbeda dengan penelitian sebelumnya. Penelitian ini bertujuan untuk melihat faktor TikTok fashion influencer terhadap purchase intention brand local Wanita. Penelitian ini menggunakan pendekatan kuantitatif, melalui penyebaran kuesioner secara online kepada minimal 180 responden, menggunakan pendekatan purposive sampling. Data diolah menggunakan metode analisis Structural Equation Modeling (SEM). Hasil menunjukan bahwa terdapat hubungan secara positif antara perceived credibility, trust, perceived behavioral control, perceived expertise, perceived congruence dengan attitude toward the influence. Kemudian adanya hubungan secara positif antara attitude toward the influence dengan brand attitude dan purchase intention, serta brand attitude dengan purchase intention. Namun, tidak terdapat hubungan antara subjective norms dengan attitude toward the influencer.

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Social media is one of the big and potential forums for marketers to market a product or service to a wide audience. Social media offers so many ways for marketers to market their products or brands, one of which is by working with influencers. Companies recognize the persuasive power that influencers have over their followers, by inviting influencers to collaborate to promote their products. Thus, this study will look at the contribution of influencers to consumer purchase intentions towards local women's fashion brands on TikTok social media. TikTok is one of the social media targeted by marketers, where TikTok videos move according to existing trends. Trends can be in the form of movement, sound, to products uploaded as video content by users. Nowadays, local Indonesian clothing brands have very high demand, of course with the help of social media and influencers as marketing media. This research will also focus on women's clothing products, to see the results of research that are more specific, and different from previous research that is more general. Therefore, this research will focus on women's fashion brands based in Indonesia, to provide a different picture from previous research. This study aims to look at the TikTok fashion influencer factor on the purchase intention of local women's brands. This study uses a quantitative approach, by distributing online questionnaires to a minimum of 180 respondents, using a purposive sampling approach. The data was processed using the Structural Equation Modeling (SEM) analysis method. The results show that there is a positive relationship between perceived credibility, trust, perceived behavioral control, perceived expertise, perceived congruence and attitude toward the influence. Then there is a positive relationship between attitude toward the influence with brand attitude and purchase intention, and brand attitude and purchase intention. However, there is no relationship between subjective norms and attitude toward the influencer."

"Penelitian ini membahas pengaruh dari Social Media Marketing Activities oleh suatu merek fesyen muslim (Duha Muslimwear) terhadap Attitude towards the Brand, Brand Experiences, dan Purchase Intention pada konsumen muslim. Peneliti melakukan pengambilan sampel data menggunakan self-administered questionnaire dan mendapatkan 504 responden. Ditemukan bahwa Social Media Marketing Activities oleh merek fesyen muslim mempunyai pengaruh positif terhadap sikap konsumen terhadap merek dan Brand Experience. Brand Experience juga mampu mempengaruhi Attitude towards the Brand. Sementara itu, Purchase Intention dipengaruhi positif oleh Attitude towards the Brand. Attitude towards the Brand mempunyai peran sebagai mediasi penuh terhadap pengaruh Social Media Marketing Activities dan Brand Experience terhadap Purchase Intention. Penelitian ini juga menemukan bahwa pengaruh Social Media Marketing Activities terhadap Brand Experiences lebih kuat pada grup umur muda dibandingkan dengan grup umur yang lebih tua. Pengaruh Social Media Marketing Activities terhadap Brand Experiences juga dapat menguat dengan adanya Customer Engagement dan Religiosity. Penelitian ini juga menemukan bahwa Religiositas tidak menguatkan pengaruh Social Media Marketing Activities terhadap attitude seseorang terhadap merek dan purchase intention secara signifikan. Hasil penelitian ini dapat digunakan sebagai referensi pelaku industri fesyen muslim atau modest fashion untuk memaksimalkan pengaruh pemasaran media sosial serta keefektifan pesannya.

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This study discusses the influence of Social Media Marketing Activities by a Muslim fashion brand (Duha Muslimwear) on Attitude towards the Brand, Brand Experiences, and Purchase Intentions of Muslim consumers. Researcher took data samples using self-administered questionnaire and got 504 respondents. This study found that Social Media Marketing Activities positively influence consumer’s Attitudes towards the Brand and Brand Experience. Brand Experience also positively influence Attitude towards the Brand. Meanwhile, Attitude towards the Brand positively influence Purchase Intention. Attitude towards the Brand has a full mediation role on the influence of Social Media Marketing Activities and Brand Experience on Purchase Intention. This study also found that the influence of Social Media Marketing Activities on Brand Experiences was stronger in the younger age group than in the older age group. The influence of Social Media Marketing Activities on Brand Experiences can be strengthened by Customer Engagement and Religiosity. This study also found that religiosity did not significantly strengthen the influence of Social Media Marketing Activities on Attitude towards the Brand and Purchase Intention. The results of this study can be used as reference for Muslim fashion industry doers to maximize the influence of social media marketing and the effectiveness of the message."