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"ABSTRAKSebagai perusahaan Online Travel Agency, Traveloka memuat ulasan online terkait pariwisata dan akomodasi untuk membantu keputusan pembelian konsumen. Penelitian ini mengajukan konsep Online Social Network (OSN) oleh Brown, Boderick, & Lee (2007) untuk mempelajari peran eWOM pada website ulasan konsumen dengan menginvestigasi pengaruhnya terhadap proses pengambilan keputusan konsumen. Metode purposive sampling digunakan pada penelitian dengan 235 responden dan dianalisis menggunakan Structural Equation Modelling (SEM). Temuan dari penelitian ini mengungkapkan bahwa tie strength mempengaruhi attitude towards the website, dan source credibility secara positif, serta homophily mempengaruhi attitude towards eWOM Information dan source credibility secara positif. Selain itu, source credibility ditemukan memiliki peran penting kepada attitude towards eWOM Information dan attitude towards the website, dan attitude towards eWOM Information selanjutnya mempengaruhi attitude towards the website dan eWOM effectiveness secara positif. Implikasi manajerial serta rekomendasi terkait temuan tersebut akan dibahas lebih lanjut untuk penelitian selanjutnya.

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ABSTRACTAs an Online Travel Agency, Traveloka provides travel and accommodation related online reviews to help consumers buying decision. This study exerts Online Social Network (OSN) model from Brown, Boderick, & Lee (20007) to study the role of eWOM on customer review website by investigating the effect on consumers decision making process. Purposive sampling was used for this research with 235 respondents and were analyzed using Structural Equation Modeling approach. Findings of this study reveals that tie strength has positive impact to attitude towards the website and source credibility, aswell as homophily has a positive impact to attitude towards eWOM Information and source credibility. Furthermore, source credibility has important role on attitude towards eWOM Information and attitude toward the website, and also attitude toward eWOM Information has a positive impact on attitude toward the website and eWOM effectiveness. Managerial implications and recommendations related to these findings are discussed for further research."

"ABSTRAKPenelitian ini menganalisis efektivitas informasi electronic word of mouth eWOM dalam mempengaruhi keputusan pembelian konsumen. Kami menguji tiga konstruksi jaringan sosial online, yaitu Tie Strength, Homophily, dan Source Credibility. Konstruksi diukur menggunakan pernyataan kuesioner dan analisis regresi berganda pada ukuran sampel 516 responden. Kami menemukan bahwa Tie Strength dan Homophily mempengaruhi Source Credibility, yang pada kemudian mempengaruhi persepsi konsumen tentang informasi eWOM, sehingga menambah efektivitas eWOM. Tie Strength, Homophily, dan Source Credibility juga memengaruhi persepsi konsumen di situs web, yang memengaruhi adopsi eWOM konsumen dalam keputusan pembelian mereka.

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ABSTRACTThis study analyses the effectiveness of electronic word of mouth eWOM information to influence consumer purchase decisions. We test three online social network constructs, namely Tie Strength, Homophily, and Source Credibility. The constructs are measured using questionnaire statements and a multiple regression analysis on a sample size of 516 respondents. We found that Tie Strength and Homophily influence Source Credibility, which in turn influences consumer perceptions of eWOM information, thereby adding to eWOM 39 s effectiveness. Tie Strength, Homophily, and Source Credibility also influence consumer perceptions on a website, influencing the consumers rsquo adoption of eWOM in their purchase decisions. "

"Penelitian ini membahas tentang faktor yang memengaruhi niat pembelian kembali pada Online Travel Agent OTA . Responden penelitian ini berjumlah 225 orang dan merupakan orang yang sudah pernah memesan hotel secara online melalui situs Traveloka dalam kurun waktu tiga bulan terakhir dengan wilayah cakupan Jakarta, Bogor, Depok, Tangerang, dan Bekasi. Pengolahan data menggunakan program LISREL 8,51. Hasil penelitian menunjukkan bahwa product related factors berpengaruh positif pada niat pembelian kembali, begitu juga dengan channel related factors yang terbukti berpengaruh positif pada niat pembelian kembali, serta channel related factors berpengaruh positif pada niat pencarian informasi, penelitian ini juga menemukan bahwa product related factors tidak berpengaruh pada niat pencarian informasi, dan niat pencarian informasi tidak berpengaruh pada niat pembelian kembali.

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This research studies the factors that affect repurchase intention on OTAs Online Travel Agent. This research sampled 225 respondents, which are people who have booked hotel stays through the website app Traveloka in the past three months, living in areas of Jakarta, Bogor, Depok, Tangerang, and Bekasi. The data was processed using the software LISREL 8.51.

This research shows that Product Related Factors have positive effect on Repurchase Intention, and Channel Related Factors have positive effect on Repurchase Intention, also Channel Related Factors have positive effect on Information Search Intention. This research also shows that Product Related Factors has no positive effect on Information Search Intention and Information Search Intention has no positive effect on Repurchase Intention."

"Ketertarikan luxury fashion brand dalam menggunakan social media marketing (SMM) sebagai strategi pemasaran mereka semakin berkembang(Kim dan Ko, 2011). Mengacu pada penelitian terdahulu (Kim dan Ko, 2011),penelitian ini bertujuan untuk mengidentidikasi atribut-atribut dari aktivitas SMMdan menguji pengaruhnya terhadap 3 faktor pendorong customer equity,yaitu value equity, relationship equity, dan brand equity, dan purchase intention. Penelitian ini mengambil studi kasus merek fashion Zara yang merupakan salah satu merek yang menerapkan konsep new luxury. Lima konstruk aktivitas SMM adalah entertainment, interaction, trendiness, customization, dan word-of-mouth. Dengan mengambil sampel penelitian dari 386 responden, data hasil penelitian diolah menggunakan Structural Equation Modelling. Hasil penelitian menyatakan lima konstruk aktivitas SMM secara positif mempengaruhi customer equity,melalui faktor pendorong relationship equity dan brand equity, dan purchase intention.

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The growth of interest in the use of social media marketing (SMM) as one of their marketing strategy among luxury fashion brands increases (Kim dan Ko, 2011). Based on previous study (Kim dan Ko, 2011), this study set out to identify attributes of SMM activities and examine the relationships between three key factors effecting customer equity, which are value equity, relationship equity, and brand equity, and purchase intention. The fashion brand sample uses in this study is Zara where Zara practices the concept of new luxury brand. Five contructs of SMM activities are entertainment, interaction, trendiness, customization, and word-of-mouth."

"ABSTRAKDi era digital ini semakin mudah untuk merencanakan perjalanan secara mandiri menggunakan internet. Seiring berkembangnya internet, penyelenggara perjalanan harus memiliki strategi khusus untuk menjaga klien mereka, salah satunya melalui pemasaran digital. Travass Life adalah salah satu penyelenggara perjalanan yang melakukan pemasaran melalui platform digital, terutama website dan media sosial Instagram. Jurnal ini akan memaparkan berbagai strategi pemasaran yang dilakukan Travass Life, baik dari sisi konten visual maupun paket wisata yang ditawarkan. Strategi ini kemudian akan dipaparkan sesuai dengan tahapan perilaku pembelian konsumen menurut model AISAS.

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ABSTRACTn this digital age, travellers can easily plan trips independently using the internet. As the internet develops, travel organizers must have specific strategies to keep their clients, one of them is trough digital marketing. Travass Life is one of the travel organizers that uses digital platforms to execute their marketing strategy, especially through websites and Instagram. This journal will describe the various marketing strategies of Travass Life, both in terms of visual content and packages offered. The strategies will then be described in accordance to the stages of consumer purchasing behavior according to AISAS model. "

"[ABSTRAKPenggunaan online shopping, khususnya di bidang fashion, sebagai salah satupemenuhan kebutuhan masyarakat Indonesia memiliki proses penerimaan yangkompleks berdasarkan perilaku konsumen yang late adopters, risk averse, sociallyoriented, dan impulsive buyers. Salah satu model behavior yang sesuai denganperilaku konsumen tersebut adalah Schwartz Motivational Value. Penelitian inidikhususkan pada responden yang pernah melakukan pembelian secara online diZalora selama tiga bulan terakhir dan diolah menggunakan metode StructuralEquation Modelling untuk memperoleh value apa saja yang mempengaruhi behaviorkonsumen dalam mengadopsi online shopping, sehingga diketahui sejauh manakonsumen menerima online shopping melalui framework technology adoptionlifecycle serta dapat memberikan rekomendasi terkait strategi marketing perusahaane-commerce. Hasil penelitian menunjukkan bahwa grup konsumen socially orienteddan impulsive buyers yang secara signifikan memanfaatkan resources internet dalammelakukan online shopping, namun pada saat yang sama grup konsumen sociallyoriented merasakan ketidakyamanan dalam melakukan online shopping. Selain itu,dengan adanya resources dalam melakukan online shopping tidak serta mertamembuat konsumen sering melakukan online shopping dan berdampak pada uangyang dikeluarkan, akan tetapi adanya ketidaknyamanan justru berdampak signifikanterhadap frekuensi online shopping yang dilakukan konsumen serta uang yangdikeluarkan. Oleh karena itu, berdasarkan hasil penelitian ini dapat disimpulkanbahwa konsumen Zalora berada pada tahap Early Majority dalam menerima Zalorasebagai salah satu online shopping di Indonesia.ABSTRACTThe usage of online shopping, especially in the field of fashion, as one of the needsfulfillment for Indonesian community seems to have a complex adoption processbased on the nature of Indonesian?s consumer behavior, which are late adopters, riskaverse, socially oriented and impulsive buyers. One of the behavior model thatcorresponds to this consumer behavior is Schwartz Motivational Value. This researchis devoted to the respondents who had made a purchase online in Zalora over the pastthree months and the data is processed using Structural Equation Modeling to obtainvalues that influence the behavior of consumers in adopting online shopping, how farconsumers receive online shopping technology through the framework of technologyadoption lifecycle based on the result, and also provide recommendations related tothe company's marketing strategy. The results show that consumer who tends to besocially oriented and impulsive buyers significantly utilize internet resources in doingonline shopping, but at the same time socially oriented consumers feel inconviniencein doing online shopping. Moreover, with the resources to do online shopping doesnot necessarily mean that consumers often do online shopping and spent more moneyon online shopping, but the inconvinience in online shopping is precisely a significantimpact on the frequency of consumer online shopping done and the money that isspent on it. Therefore, based on these results we can conclude that Zalora consumersare at the stage of the Early Majority in accepting Zalora as one of the onlineshopping in Indonesia., The usage of online shopping, especially in the field of fashion, as one of the needsfulfillment for Indonesian community seems to have a complex adoption processbased on the nature of Indonesian’s consumer behavior, which are late adopters, riskaverse, socially oriented and impulsive buyers. One of the behavior model thatcorresponds to this consumer behavior is Schwartz Motivational Value. This researchis devoted to the respondents who had made a purchase online in Zalora over the pastthree months and the data is processed using Structural Equation Modeling to obtainvalues that influence the behavior of consumers in adopting online shopping, how farconsumers receive online shopping technology through the framework of technologyadoption lifecycle based on the result, and also provide recommendations related tothe company's marketing strategy. The results show that consumer who tends to besocially oriented and impulsive buyers significantly utilize internet resources in doingonline shopping, but at the same time socially oriented consumers feel inconviniencein doing online shopping. Moreover, with the resources to do online shopping doesnot necessarily mean that consumers often do online shopping and spent more moneyon online shopping, but the inconvinience in online shopping is precisely a significantimpact on the frequency of consumer online shopping done and the money that isspent on it. Therefore, based on these results we can conclude that Zalora consumersare at the stage of the Early Majority in accepting Zalora as one of the onlineshopping in Indonesia.]"

"Di Indonesia, meningkatnya pendapatan masyarakat dalam beberapa tahun terakhir memicu bergesernya pola konsumsi dari barang-barang kebutuhan pokok ke gaya hidup, salah satunya adalah kebutuhan untuk berlibur. Dalam perjalanan liburannya, para traveller dapat menggunakan layanan travel agent. Berbeda dengan travelling sendiri, melakukan perjalanan dengan menggunakan layanan agen perjalanan akan lebih tersistematis. Keuntungan dalam hal waktu, serta jaminan keamanan dan kenyamanan akan diberikan melalui berbagai produk perjalanan yang ditawarkan para pelaku agen perjalanan, dimulai dari akomodasi, transportasi, dan pemandu tur yang akan mendampingi sampai akhir perjalanan wisata. Reputasi travel agent yang baik menjadi salah satu alasan traveller mau memberikan kepercayaan pada agen perjalanan untuk mengatur segala hal yang berkaitan dengan perjalanannya. Selain itu, rekomendasi dan opini dari lingkungan sekitar menjadi sangat penting bagi konsumen sebagai sebuah input dalam pengambilan keputusan pembelian mereka. Penelitian ini akan melihat seberapa besar reputasi yang dimiliki travel agent akan mempengaruhi perilaku rekomendasi konsumennya, dengan mempertimbangkan tour leader performance sebagai moderator. Penelitian ini diharapkan dapat memberikan insight baru dalam konteks industri agen perjalanan. In Indonesia, the increase of peoples income in recent years has triggered a shift in consumption patterns from basic needs to lifestyle. Consumption for lifestyle takes many different forms, one of which is vacation. In order to attain the best experience possible, a lot of these people takes option in using travel agent services. As travel agents provides more systematic agendas for the consumers trips in contrast to traveling alone. This behavior is affected by the benefits which travel agents offer to provide, such ass efficient time management and guarantee for consumers safety and comfort. All of which can be found in their various travel product, including accommodation, transportation, and tour guides who will accompany them to the end of the tour. The reputation of a good travel agent is one of the reasons travelers are willing to puttheir trust on the travel agents to arrange everything related to their travels. In addition, recommendations and opinions from the surrounding environment is very important for consumers as an input in making their purchasing decisions. This study looks at how much reputation a travel agent has will affect the behavior of consumer recommendations, by considering tour leader performance as a moderator. This research is expected to provide new insights in the context of the travel agent industry."

"Artikel ini menganalisis teori Two Factor Theory pada iklan Lazada yang menggunakan repetisi jingle dengan slogan "Pengiriman Cepat, Gratis Ongkir". Penelitian ini dilakukan melalui metode kajian literatur untuk mengidentifikasi temuan yang menunjukkan adanya proses wear in dan wear out akibat repetisi jingle yang digunakan oleh Lazada sebagai elemen utama dalam komunikasi iklannya. Berdasarkan hasil studi, terlihat bahwa repetisi jingle dalam iklan ini melalui kedua proses wear in dan wear out. Jenis iklan yang mudah dipahami, karena berbentuk jingle ini membuatnya mudah diproses, sehingga wear in iklan ini dengan cepat meresap dalam masyarakat, tetapi juga mudah masuk dalam tahapan wear out. Artikel ini menyimpulkan bahwa efek repetisi, baik positif maupun negatif seperti yang dibahas dalam Two Factor Theory terjadi pada iklan Lazada ini karena munculnya komentar-komentar negatif terkait repetisi iklan yang dianggap berlebihan.

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This article analyzes the Two Factor Theory theory in Lazada advertisements which use repetition of jingles with the tagline "Pengiriman Cepat, Gratis Ongkir". This research was conducted using a literature review method to identify findings that indicate a wear in and wear out process due to the repetition of jingles used by Lazada as the main element in its advertising communications. Based on the study results, it appears that the repetition of the jingle in this advertisement goes through both wear in and wear out processes. This type of advertisement is easy to understand, because it is in the form of a jingle, making it easy to process, so that the use of this advertisement quickly penetrates into society, but also easily enters the wear out stage. This article concludes that the repetition effect, both positive and negative as discussed in the Two Factor Theory, occurs in Lazada advertisements due to the emergence of negative comments regarding advertising repetition which is considered excessive."

"SMS location-based advertising LBA atau iklan berbentuk promosi melalui SMS yang memanfaatkan informasi lokasi telefon seluler diketahui dapat meningkatkan penjualan. Penelitian ini bertujuan untuk menganalisis pengaruh extrinsic dan intrinsic motivation terhadap pembentukan attitude toward SMS LBA yang selanjutnya melihat pengaruhnya terhadap purchase intention dalam konteks foodservice. Pada penelitian ini terdapat uji variabel moderasi yaitu brand familiarity untuk mengetahui apakah tingkat familiaritas terhadap merek mempengaruhi sikap konsumen terhadap niat pembelian produk yang diiklankan melalui SMS LBA. Penelitian ini melibatkan 229 responden dari seluruh Indonesia yang pernah mendapatkan SMS LBA dari Krispy Kreme. Data diolah menggunakan metode Structural Equation Modelling SEM. Hasil penelitian ini menunjukkan bahwa extrinsic dan intrinsic motivation dapat meningkatkan attitude toward SMS LBA yang selanjutnya dapat mendorong purchase intention. Selain itu ditemukan pula bahwa pengaruh ini di moderasi oleh brand familiarity.

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SMS LBA is a promotion advertising through SMS that uses information of mobile phone rsquo s location in order to increase sales. This study aims to analyze the effect of extrinsic and intrinsic motivation on the establishment of attitude toward SMS location based advertising and its impacts on purchase intention in foodservice area. There is a test of brand familiarity as a moderating variable to find out whether the level of consumer rsquo s brand familiarity affect attitude toward SMS LBA on intention to purchase a product that advertised through SMS LBA.

The data for this research were collected from 229 respondents from all over Indonesia who had received SMS LBA from Krispy Kreme. They were then analyzed using Structural Equation Modelling SEM. The result of this research shows that extrinsic and intrinsic motivation increases attitude toward SMS LBA that further leads to increase in purchase intention. Furthermore, the result shows that brand familiarity does moderate attitude toward SMS LBA on purchase intention."

"ABSTRAKPenelitian ini bertujuan untuk menganalisis bagaimana pengaruh eWOM di jejaring sosial terhadap intensi pembelian konsumen.Sampel dalam penelitian ini netizen yang pernah menggunakan informasi dari ulasan eWOM di jejaring sosialuntuk produk kosmetik.Hasil pada penelitian ini menunjukkan bahwa terdapat dua faktor yang mempengaruhi kegunaan informasi yaitu kualitas dan sikap terhadap informasi, dimana kegunaan informasi eWOM di jejaring sosial mempengaruhi adopsi informasi yang memiliki hubungan yang positif terhadap intensi pembelian.

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ABSTRACTThe study aims to analyze the influence of eWOM in social media on consumers rsquo purchase intention.The samples on this study are netizens that have utilize the information from eWOM in social media for cosmetic products.The study indicates that there are two factors influencing information usefulness which is information quality and attitude towards information, in which information usefulness in social media influenced information adoption that has a positive relation to purchase intention."