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"Penelitian ini bertujuan untuk menganalisis pengaruh perceived availability of information di social media Shopee terhadap intention to apply melalui reputation dan identity congruence. Penelitian ini menggunakan pendekatan kuantitatif dengan jumlah sampel sebanyak 156 responden dari kalangan Milenial di DKI Jakarta dengan metode non-probability sampling yaitu convenience sampling. Analisis data menggunakan metode simple regression, multiple regression,path analysis dan juga sobel testPengukuran variabel perceived availability of information menggunakan pengukuran dari Kissel dan Büttgen (2015), variabel Intention to Apply menggunakan teori dari Highhouse et al (2003), variabel company reputationmenggunakan teori dari Bergami dan Bagozzi (200), dan variabel identity congruence menggunakan teori dari Kissel dan Büttgen (2015). Hasil pada penelitian ini menemukan bahwa perceived availability of imemiliki pengaruh yang signifikan terhadap reputation perceived availability of information memiliki pengaruh yang signifikan terhadap identity congruence perceived availability of information memengaruhi intention to apply secara signifikan; reputation tidak memediasi pengaruh perceived availability of information terhadap intention to apply tidak memediasi pengaruh perceived availability of information terhadap intention to apply This study aims to analyze the influence of perceived availability of information on Shopee’s social media on intention to apply through reputation and identity congruence. This research uses a quantitative approach with a sample of 156 respondents from the Millennials in DKI Jakarta with a non-probability sampling method, namely convenience sampling. Data analysis using simple regression methods, multiple regression, path analysis and also sobel tests. The measurement of perceived availability of information uses Kissel and Büttgen (2015), the intention to apply variable uses theory from Highhouse et al (2003), the company reputation variable uses theory from Bergami and Bagozzi (200), and the identity congruence variable uses theory from Kissel and Büttgen (2015). The results of this study found that perceived availability of information has a significant effect on reputation; perceived availability of information has a significant effect on identity congruence; perceived availability of information significantly influences intention to apply; reputation does not mediate the effect of perceived availability of information on intention to apply; identity congruence does not mediate the effect of perceived availability of information on intention to apply."

"Penelitian ini bertujuan dalam melakukan analisis dan pengelolaan data lebih lanjut dalam mengetahui pengaruh antara social media use, employer brand attractiveness, organizational reputation terhadap intention to apply bagi mahasiswa terhadap perusahaan fast moving consumer goods atau FMCG. Penelitian ini merupakan penelitian dengan pendekatan positivis, yakni menggunakan metode penelitian kuantitatif dengan menggunakan data primer dari purposive sampling. Sampel yang didapatkan pada penelitian ini diperoleh dari 285 bagi mahasiswa Generasi Z (kelahiran tahun 1995-2012) di perguruan tinggi atau universitas di Indonesia, dengan domisili DKI Jakarta. Pengelolaan data dilaksanakan dengan menggunakan metode Structural Equation Modeling (SEM) dengan perangkat lunak Lisrel dalam menguji hipotesis dan mengetahui hubungan antarvariabel. Hasil penelitian membuktikan bahwa intention to apply terhadap perusahaan FMCG dipengaruhi oleh usaha perusahaan melalui adanya social media use, yang dalam hal ini berhubungan secara langsung dengan organizational reputation serta employer brand attractiveness. Keterkaitan dalam penggunaan sosial media oleh perusahaan FMCG menjadi salah satu bentuk digitalisasi sistem sumber daya manusia saat ini. Penelitian ini bertujuan dalam mengidentifikasi bagaimana intention to apply dapat berhubungan dengan adanya social media use pada perusahaan FMCG, yang juga perlu dipertimbangkan dengan mengusahakan peranan organizational reputation serta employer brand attractiveness yang menarik bagi mahasiswa yang merupakan bagian dari Generasi Z di Indonesia, sebagai acuan praktik manajemen sumber daya manusia oleh manajemen di organisasi maupun perusahaan.

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This study aims to conduct further analysis and data management to determine the influence of social media use, employer brand attractiveness, and organizational reputation on the intention to apply among students towards fast-moving consumer goods (FMCG) companies. The study adopts a positivist approach, employing quantitative research methods with primary data collected through purposive sampling. The sample consists of 285 Generation Z students (born between 1995 and 2012) from universities in Indonesia, specifically located in DKI Jakarta. Data management is conducted using Structural Equation Modeling (SEM) with the Lisrel software to test hypotheses and identify relationships between variables. The research findings demonstrate that the intention to apply to FMCG companies is influenced by the company's efforts through social media use, which directly relates to organizational reputation and employer brand attractiveness. The integration of social media use by FMCG companies represents a form of digitization in human resource management systems today. This study aims to identify how the intention to apply can be related to social media use in FMCG companies, which should also consider the role of Organizational reputation and attractive employer brand for Generation Z students in Indonesia. The findings of this research can serve as a reference for human resource management practices by management in organizationals and companies."

"Adanya pengaruh penyebaran informasi terkait produk dimedia sosial terhadap minat beli suatu produk ini dinilai dapat menjadi solusi untuk mendorong minat beli terkait produk ramah lingkungan melalui penyebaran informasi produk ramah lingkungan di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling pada 150 responden yang diperoleh melalui penyebaran kuesioner secara online dengan memanfaatkan Google Form. Objek dalam penelitian ini adalah Generasi Z dengan rentang usia 17-27 tahun dengan DKI Jakarta sebagai lokus dalam penelitian ini. Hasil penelitian ini menunjukkan bahwa social media information sharing memiliki pengaruh positif dan signifikan terhadap green purchase intention. Selain itu, hasil penelitian ini juga menunjukkan bahwa perceived green value dan subjective norms berpengaruh positif dalam memediasi social media information sharing dan green purchase intention.

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The influence of information dissemination related to products on social media on buying interest in a product is considere to be a solution to encourage purchase intention to environmentally friendly products through information dissemination on environmentally friendly products in Indonesia. This study used a quantitative approach with a purposive sampling technique on 150 respondents who were obtained through online questionnaires using the Google Form. The objects in this study were Generation Z with an age range of 17-27 years in DKI Jakarta as the locus in this study. The results of this study indicate that social media information sharing has a positive and significant impact on green purchase intention. In addition, the results of this study also show that perceived green values ​​and subjective norms have a positive effect in mediating social media information sharing and green purchase intention."

"Berbagai penelitian sebelumnya telah banyak membahas pengaruh media terhadap intensi berwirausaha. Namun belum banyak yang membahas secara spesifik, peran media sosial dalam mendorong intensi tersebut terutama pada kalangan Generasi Milenial dan Z. Penelitian ini dilakukan untuk menganalisis peran sosial media terutama dalam merepresentasikan kewirausahaan dengan memperlihatkan keahlian dan legitimasi sosial, serta hubungannya dengan intensi berwirausaha. Selain itu, variabel theory of planned behavior (attitude, subjective norms dan entrepreneurial self-efficacy) turut diikutsertakan sebagai variabel mediasi. Penelitian ini dilakukan pada 222 responden Milenial dan Z di Indonesia, dengan metode partial least square equation modelling. Seperti pada penelitian sebelumnya, penelitian ini menemukan bahwa terdapat hubungan tidak langsung terkait representasi media sosial dengan intensi berwirausaha, terutama dimediasi dengan sikap dan persetujuan lingkungan sosial individu terhadap kewirausahaan. Terkait dengan hal tersebut, penelitian ini memberikan beberapa implikasi manajerial dalam mendorong intensi berwirausaha melalui media sosial, terutama dengan meningkatkan sikap individu terhadap kewirausahaan.

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Several previous studies have discussed the effect of the representation of entrepreneurship in the media towards entrepreneurial intention. However, there are not many studies specifically discuss the effect of social media in encouraging this intention, especially among Millennials and Generation Z. This study is conducted to analyze the role of social media, especially in representing entrepreneurship through demonstrating skills and social legitimacy and its relationship to entrepreneurial intention. Besides that, this study also involves the theory of planned behavior variables namely attitude, subjective norms, and entrepreneurial self-efficacy as mediating variables. This study is conducted among 222 Millennials and Generation Z participants in Indonesia, using the partial least square equation modeling method. Similar to the previous study, it is found that there is an indirect relationship of entrepreneurship representation in social media on entrepreneurial intention, specifically mediated by an individual’s attitude and subjective norms towards entrepreneurship. On this matter, the study offers several managerial implications on encouraging entrepreneurial intention in social media, mainly to promote individual’s attitude toward entrepreneurship. "

"Menciptakan keunggulan kompetitif penting bagi perusahaan sebagai kegunaan untuk menarik para pencari kerja kompeten yang diperlukan untuk keberlanjutan bisnis. Penelitian ini bertujuan untuk menguji peran langsung employer brand attractiveness dan corporate social responsibility sebagai variabel dependen dalam memengaruhi intention to apply, serta pengaruh tidak langsung organizational reputation memediasi hubungan antara employer brand attractiveness dan corporate social responsibility terhadap intention to apply,sebagai variabel independen. Data dikumpulkan melalui kuesioner yang diberikan kepada total 315 responden. Responden adalah mahasiswa tahun terakhir dan lulusan baru yang belum memasuki dunia kerja dan merupakan bagian dari Generasi Z di Indonesia. Kuesioner menggunakan skala Likert 7 poin, dan Structural Equation Modeling (SEM) digunakan untuk menganalisis dan menjelaskan pengaruh antara variabel yang digunakan dalam studi ini. Hasil penelitian menunjukkan bahwa employer brand attractiveness dan corporate social responsibility perusahaan secara signifikan memengaruhi intention to apply. Sementara itu, organizational reputation mempengaruhi hubungan antara employer brand attractiveness dan corporate social responsibility perusahaan dengan intention to apply melalui mediasi positif. Penelitian ini memiliki beberapa keterbatasan, seperti tidak adanya detail tentang jenis perusahaan yang dituju oleh responden, penggunaan metode cross-sectional, dan pengukuran self-assessment yang dapat menyebabkan bias subjektif. Berdasarkan penelitian ini, perusahaan dapat belajar bagaimana membentuk organizational reputation yang berfungsi sebagai keunggulan kompetitif dalam meningkatkan employer brand attractiveness dan corporate social responsibility di kalangan Generasi Z sebagai calon tenaga kerja baru yang memasuki pasar kerja.

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Creating a competitive advantage is crucial for companies to attract competent job seekers necessary for business sustainability. This study aims to examine the direct role of employer brand attractiveness and CSR as dependent variables influencing the intention to apply, as well as the indirect influence of organizational reputation mediating the relationship between employer brand attractiveness and CSR on the intention to apply, as independent variables. Data were collected through questionnaires given to a total of 315 respondents, consisting of final-year students and fresh graduates who have not yet entered the workforce and are part of Generation Z in Indonesia. The questionnaire used a 7-point Likert scale, and Structural Equation Modeling (SEM) was employed to analyze and explain the relationships between the variables in this study. The results showed that employer brand attractiveness and CSR significantly affect the intention to apply. Meanwhile, organizational reputation positively mediates the relationship between employer brand attractiveness and CSR with the intention to apply. This study has several limitations, such as the lack of detail about the type of companies targeted by respondents, the use of cross-sectional methods, and self-assessment measurements that can cause subjective bias. These limitations necessitate careful interpretation of the results due to potential response variation, inability to explain post-study changes, and possible bias in the findings. Based on this research, companies can learn how to shape organizational reputation as a competitive advantage in enhancing employer brand attractiveness and CSR among Generation Z as new job market entrants."

"Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing dan Perceived Platform Privacy terhadap Intention to Continue Using Platform pada aplikasi investasi online di Indonesia, dengan studi kasus pada aplikasi Bibit. Data diperoleh dari 400 responden yang dipilih menggunakan metode Purposive Sampling. Kriteria responden adalah pengguna aplikasi investasi Bibit dalam enam bulan terakhir dan aktif menggunakan media sosial seperti Facebook, Instagram, YouTube, Twitter/X, dan TikTok. Analisis dilakukan menggunakan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh positif terhadap Brand Trust, Brand Image, dan Intention to Continue Using Platform, baik langsung maupun tidak langsung. Social Media Marketing juga berpengaruh positif terhadap Perceived Platform Privacy, dan Perceived Platform Privacy berpengaruh positif terhadap Intention to Continue Using Platform. Temuan ini diharapkan mendukung pengembangan strategi pemasaran aplikasi investasi online, terutama melalui peningkatan kepercayaan dan citra merek serta penguatan privasi platform.

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This study aims to analyze the influence of Social Media Marketing and Perceived Platform Privacy on Intention to Continue Using Platform in the context of online investment applications in Indonesia, with a case study on the Bibit application. Data were collected from 400 respondents selected using the Purposive Sampling method. The criteria for respondents included users of the Bibit investment application within the past six months and active users of social media platforms such as Facebook, Instagram, YouTube, Twitter/X, and TikTok. The analysis was conducted using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The results of the study indicate that Social Media Marketing positively affects Brand Trust, Brand Image, and Intention to Continue Using Platform, both directly and indirectly. Social Media Marketing also positively affects Perceived Platform Privacy, and Perceived Platform Privacy positively influences Intention to Continue Using Platform. These findings are expected to support the development of marketing strategies for online investment applications, particularly by enhancing Brand Trust, Brand Image, and Platform Privacy."

"Tesis ini menyelidiki pengaruh ad-context congruence terhadap intention to engage pada konten native advertising produk non-olahraga di akun Instagram klub sepakbola. Schema congruity menjadi landasan teori dalam penelitian ini. Studi dilakukan dengan metode eksperimen di mana terdapat tiga kelompok yang diberi paparan native advertising dengan ad-context congruence yang berbeda, yaitu berbasis hedonic, berbasis utilitarian, dan kontrol. Eksperimen dilaksanakan secara daring pada 120 orang subjek penelitian yang merupakan penggemar klub sepakbola PSIS Semarang. Dilakukan pengujian one-way ANOVA untuk menganalisis hubungan kausal antara kedua variabel. Hasil penelitian menunjukkan bahwa ad-context congruence secara signifikan memberikan pengaruh terhadap intention to engage pada native advertising. Terdapat perbedaan intention to engage yang signifikan antara kelompok yang terpapar oleh ad-context congruence berbasis utilitarian dengan kelompok kontrol. Temuan ini sejalan dengan beberapa hasil studi terdahulu tentang native advertising, namun temuan ini adalah yang pertama dalam hal penggunaan native advertising di konteks media sosial terkait olahraga. Sifat konsumsi dan interaksi penggemar olahraga di media sosial serta keunikan konteks media olahraga menjadi hal yang membedakan hasil penelitian ini dengan penelitian-penelitian sebelumnya mengenai native advertising. Melalui studi ini, diketahui bahwa sikap pada native advertising memiliki hubungan covariate dalam pengaruh yang diberikan oleh ad-context congruence terhadap intention to engage pada konten native advertising. Sikap pada native advertising dan ad-context congruence secara simultan memberikan pengaruh yang lebih besar terhadap intention to engage. Pada native advertising dengan ad-context congruence yang berbasis utilitarian, sikap pada native advertising yang lebih positif akan mendorong intention to engage yang lebih baik. Di sisi lain, tidak ditemukan hubungan linier antara perceived ad-intrusiveness dan intention to engage pada native advertising dalam penelitian ini. Penelitian ini berkontribusi dalam memperkaya kajian mengenai native advertising di media sosial, terutama berkaitan dengan teori schema congruity di bidang komunikasi pemasaran. Sebagai refleksi atas temuan empiris yang diperoleh dari penelitian ini, teori uses & gratification dan elaboration likelihood model direkomendasikan sebagai pendukung dalam implementasi teori schema congruity di penelitian selanjutnya mengenai native advertising. Beberapa rekomendasi lain juga diberikan oleh peneliti, baik dari segi akademis, metodologis, maupun praktis.

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This thesis examines the influence of ad-context congruence on intention to engage with native advertising content for non-sports products on football club Instagram accounts. Schema congruity is used as the basis theory. The study was conducted using an experimental method, where three groups were exposed to native advertising with different ad-context congruence, which are hedonic-based, utilitarian-based, and control. The experiment was carried out online on 120 research subjects who were fans of the PSIS Semarang football club. One-way ANOVA testing was carried out to analyze the causal relationship between the two variables. The research results show that ad-context congruence significantly influences the intention to engage in native advertising. There is a significant difference in intention to engage between the group exposed to utilitarian-based ad-context congruence and the control group. These findings are in line with the results of several previous studies on native advertising, but these findings are the first regarding the use of native advertising in the context of sports-related social media. The nature of media consumption and interaction of sports fans on social media as well as the unique context of sports media are things that differentiate the results of this research from previous studies on native advertising. Through this research, it is known that attitude towards native advertising have a covariate relationship in the influence exerted by ad-context congruence on intention to engage with native advertising. Attitudes towards native advertising and ad-context congruence simultaneously have a greater influence on intention to engage. In native advertising with utilitarian-based ad-context congruence, a more positive attitude towards native advertising will encourage better intention to engage. On the other hand, no linear relationship was found between perceived ad-intrusiveness and intention to engage with native advertising in this study. This research contributes to enriching the study of native advertising on social media, especially in relation to schema congruity theory in the field of marketing communications. As a reflection of the empirical findings obtained from this research, uses & gratification theory and the elaboration likelihood model are recommended as supports in implementing schema congruity theory in further research on native advertising. Several recommendations were also made by researchers, both from an academic, methodological and practical perspective."

"Meningkatnya jumlah limbah plastik di Indonesia dapat dimanfaatkan oleh organisasi untuk membuat ecofurniture, yaitu perabot ramah lingkungan. Media sosial membantu mempromosikan produk ini, memberikan pengetahuan kepada masyarakat. Penelitian ini mengkaji pengaruh pengetahuan produk, efektivitas konsumen, pemasaran di media sosial, trust, attitude, subjective norms, perceived behavioral control dan perceived price terhadap purchase intention ecofurniture di Indonesia. Studi kuantitatif ini mengumpulkan data melalui metode survei kuesioner online yang digunakan untuk mengumpulkan data dari 320 responden dengan kriteria pengguna media sosial yang mengetahui produsen perabot ramah lingkungan melalui media sosial di Indonesia. Data akan diolah dan dianalisis menggunakan metode Structural Equation Model - Partial Least Square (SEM-PLS). Temuan pada penelitian ini mengungkapkan bahwa attitude, trust, product knowledge dan perceived consumer effectiveness secara signifikan berpengaruh positif terhadap purchase intention. Product knowledge ditemukan secara signifikan berpengaruh positif terhadap trust dan perceived consumer effectiveness. Perceived consumer effectiveness secara signifikan berpengaruh positif terhadap attitude. Serta variabel perceived social media marketing secara ignifikan berpengaruh positif terhadap subjective norms, perceived consumer effectiveness dan product knowledge. Sedangkan variabel price consciousness, subjective norms, perceived behavioral control ditemukan tidak secara signifikan berpengaruh terhadap purchase intention. Perceived behavioral control dan perceived social media marketing juga tidak secara signifikan berpengaruh terhadap price consciousness. Begitu juga dengan hubungan antara variabel product knowledge dengan attitude tidak secara signifikan berpengaruh.

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The increasing amount of waste generated in Indonesia each year can be utilized by several organizations to process plastic waste, which then becomes eco-furniture. With the help of social media to promote their products, the public can gain knowledge about eco-furniture from the content provided by household furniture manufacturers. This research aims to examine the influence of product knowledge, perceived consumer effectiveness, perceived social media, trust, TPB, and price consciousness on purchase intention of ecofurniture in Indonesia. This quantitative study gather data through an online questionnaire survey method used to collect data to gather 321 respondents with criteria a social media users who knows ecofurniture producers through social media in Indonesia. The data will be processed and analyzed using the Structural Equation Model - Partial Least Square (SEM-PLS) method. The findings in this study reveal that attitude, trust, product knowledge, and perceived consumer effectiveness significantly positively influence purchase intention. Product knowledge was found to significantly positively influence trust and perceived consumer effectiveness. Perceived consumer effectiveness significantly positively influences attitude. Additionally, the perceived social media marketing variable significantly positively influences subjective norms, perceived consumer effectiveness, and product knowledge. However, the variables of price consciousness, subjective norms, and perceived behavioral control were found to have no significant influence on purchase intention. Perceived behavioral control and perceived social media marketing also do not significantly influence price consciousness. Similarly, the relationship between product knowledge and attitude is not significantly influential."

"Saat ini, media sosial menjadi platform penting untuk promosi dan membangun kepercayaan terhadap brand. Instagram populer di kalangan generasi Z dan milenial di Indonesia serta digunakan juga oleh brand, salah satunya adalah Netflix, untuk menjangkau dan berinteraksi dengan audiensnya, meningkatkan brand awareness, serta mendorong penjualan. Penelitian ini menggunakan kerangka Stimulus-Organism-Theory (S-O-R) dengan fokus pada Instagram Netflix Indonesia. Penelitian ini mengumpulkan data primer melalui kuesioner yang disebar secara online kepada followers Instagram Netflix Indonesia kemudian diolah dengan software SmartPLS 3 dengan metode PLSSEM. Hasil dari 187 responden menunjukkan social media marketing activities berpengaruh positif dan signifikan terhadap subscription intention, willingness to pay premium price, willingness to recommend, perceived value, trust, dan brand image. Perceived value dan brand image memiliki efek mediasi parsial, sementara trust tidak memiliki pengaruh signifikan.

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Currently, social media is an important platform for promotion and building brand trust. Instagram is popular among generation Z and millennials in Indonesia and is also used by brands, one of which is Netflix, to reach and interact with its audience, increase brand awareness, and drive sales. This research uses the Stimulus-Organism-Theory (S-O-R) framework with a focus on Netflix Indonesia's Instagram. This study collected primary data through questionnaires that were distributed online to Netflix Indonesia Instagram followers and then analyzed using SmartPLS 3 software with the PLS-SEM method. The results from 187 respondents show that social media marketing activities have a positive and significant effect on subscription intention, willingness to pay premium price, willingness to recommend, perceived value, trust, and brand image. Perceived value and brand image have a partial mediating effect, while trust has no significant effect."

"Semakin berkembangnya jaman, persaingan yang ada juga kian meningkat, begitupula dengan pertumbuhan kosmetik di Indonesia. Dengan maraknya pertumbuhan industri kosmetik di Indonesia, diharapkan perusahaan dapat memiliki strategi-strategi yang tepat untuk bisa mendominasi pasar. Media sosial dapat menawarkan cara baru untuk perusahaan dan pelanggan untuk saling berkomunikasi satu sama lain. Tujuan dari penelitian ini adalah menganalisis pengaruh firm-created dan user-generated social media communication terhadap brand awareness / association, brand loyalty, dan perceived quality produk lisptick, bedak padat, dan foundation merek Wardah di DKI Jakarta. Penelitian menggunakan pendekatan kuantitatif melalui metode survei berdasarkan purposive sampling. Data diolah menggunakan SPSS dan SmartPLS melalui analisis statistik deskriptif dan SEM. Hasil dari penelitian ini menunjukkan bahwa firm-created dan user-generated social media communication berpengaruh positif terhadap brand awareness / association, brand loyalty, dan perceived quality produk lisptick, bedak padat, dan foundation merek Wardah di DKI Jakarta.

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Along with the development of the era, the existing competition is also increasing, as well as the growth of cosmetics in Indonesia. With the rapid growth of the cosmetics industry in Indonesia, it is hoped that the company will have the right strategies to dominate the market. Social media can offer new ways for companies and customers to communicate with each other. The purpose of this study was to analyze the effect of firm-created and user-generated social media communications on brand awareness / association, brand loyalty, and perceived quality of product lipstick, compact powder, and foundation brand Wardah in DKI Jakarta. This study uses a quantitative approach through a survey method based on purposive sampling. The data obtained were processed using SPSS and SmartPLS through descriptive statistical analysis and SEM. The results of this study indicate that the firm-created and user-generated social media communications have a positive effect on brand awareness / association, brand loyalty, and perceived quality of product lipstick, compact powder, and foundation brand Wardah in DKI Jakarta."