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"Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi brand avoidance behaviour pada pembelian sustainable fashion product oleh Generasi Z di Jabodetabek. Sampel yang digunakan dalam penelitian ini merupakan pria dan wanita dengan rentang usia 18-26 tahun, berdomisili di wilayah Jakarta, Bogor, Depok, Tangerang, Bekasi dan pernah bertransaksi atau melakukan pembelian fashion product. Terdapat sebanyak 236 responden terkumpul yang menggunakan metode purposive sampling. Kemudian diolah dan dianalisis menggunakan Partial Least Square - Structural Equation Method (PLS-SEM). Penelitian ini menemukan bahwa sustainable fashion avoidance intention yang dipengaruhi oleh ketidakcocokan ideologis (ideological incompatibility), ekspektasi yang tidak terpenuhi (unmet expectation), dan materialisme (materialism), secara positif dan signifikan mempengaruhi sustainable fashion avoidance behaviour oleh Generasi Z di Jabodetabek.

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This study aims to determine the factors that influence brand avoidance behavior in the purchase of sustainable fashion products by Generation Z in Jabodetabek. The samples used in this study were men and women with an age range of 18-26 years, domiciled in the areas of Jakarta, Bogor, Depok, Tangerang, Bekasi and had transacted or purchased fashion products. There were 236 respondents collected using a purposive sampling method. Then processed and analyzed using Partial Least Square - Structural Equation Method (PLS-SEM). This study found that sustainable fashion avoidance intention, which is influenced by ideological incompatibility, unmet expectations, and materialism, positively and significantly influences sustainable fashion avoidance behavior by Generation Z in Jabodetabek."

"Penelitian ini bermaksud untuk menganalisis faktor-faktor yang mempengaruhi niat Generasi Z untuk membeli produk palsu, khususnya barang mode palsu. Penelitian ini menggunakan tiga variabel etika, seperti religiosity, ethical concern, dan attitude towards lawfulness di mana dari variabel-variabel tersebut, ada pengujian statistik apakah variabel-variabel tersebut memiliki pengaruh signifikan terhadap attitude towards buying counterfeit fashion items. Penelitian ini juga membuktikan mediating role of attitude antara religiosity, ethical concern, attitude towards lawfulness dan behavioural purchase intention towards counterfeit fashion items. Sampel penelitian ini adalah mereka yang berusia 18 hingga 25 tahun dan pernah atau sering membeli barang-barang fashion palsu. Analisis data menggunakan Partial Least Square (PLS). Hasil dari analisis data menyimpulkan bahwa religiosity, ethical concern, dan attitude towards lawfulness memiliki pengaruh signifikan terhadap attitude towards buying counterfeit fashion items. Attitude towards buying counterfeit fashion items juga terbukti memiliki pengaruh yang signifikan terhadap behavioural purchase intention towards counterfeit fashion items. Untuk mediating role of attitude, variable tersebut terbukti mampu memediasi religiosity, ethical concern, dan attitude towards lawfulness dengan behavioural intention to purchase counterfeit fashion items.

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This research intends to analyze factors affecting Generation Z' intention to purchase counterfeit products, specifically counterfeit fashion items. This research utilizes three ethical variables, such as religiosity, ethical concern, and attitude towards lawfulness, in which from those variables, there is statistical testing whether those variables have significant influence for the attitude towards buying counterfeit fashion items. This research also proved the mediating role of attitude between religiosity, ethical concern, attitude towards lawfulness and the behavioural purchase intention towards counterfeit fashion items. The samples of this research are those who are 18 to 25 years old and ever or often purchase counterfeit fashion items. The data analysis uses Partial Least Square (PLS). The result from data analysis concluded that religiosity, ethical concern, and attitude towards lawfulness have significant influence to the attitude towards buying counterfeit fashion items. Consumer's attitude towards the purchase of counterfeit fashion items are also proved to have significant influence to the consumer's behavioural purchase intention towards counterfeit fashion items. For mediating role of attitude, it is proven that it is able to mediates religiosity, ethical concern, and attitude towards lawfulness with behavioural purchase intention towards counterfeit fashion items."

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Kondisi alam yang kian memburuk telah meningkatkan perhatian masyarakat terhadap lingkungan. Salah satu bidang yang sangat berperan besar terhadap kondisi lingkungan saat ini adalah industri makanan dan minuman. Sampah yang dihasilkan dari proses produksi dan kemasan produk makanan dan minuman menjadi salah satu permasalahan yang cukup kompleks di Indonesia. Oleh karena itu, penelitian ini dilakukan untuk menganalisis faktor-faktor yang memengaruhi green purchase behaviour generasi Z dalam pemilihan produk makanan dan minuman di Indonesia agar dapat menentukan cara untuk memperbaiki dan menjaga lingkungan. Penelitian ini merupakan penelitian kuantitatif yang mengumpulkan data menggunakan kuesioner. Data yang terkumpul dari 414 responden kemudian akan diolah menggunakan metode SEM PLS dengan perangkat lunak SmartPLS3. Hasil dari penelitian ini adalah green purchase intention memiliki pengaruh terhadap green purchase behaviour konsumen muslim generasi Z di Indonesia. Kemudian, variabel lain seperti Islamic religiosity, attitude towards green product, environmental wellbeing, dan environmental corporate social responsibility initiative juga berpengaruh terhadap green purchase behaviour baik secara langsung maupun tidak langsung. Selain itu, penelitian ini menemukan jika green skepticism memperlemah hubungan antara Islamic religiosity dan green purchase intention. Saran bagi penelitian selanjutnya, sebaiknya melakukan penelitian yang bersifat longitudinal apabila ingin melihat hasil dari intensi konsumen terhadap pembelian aktualnya agar hasilnya lebih komprehensif.

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The deteriorating condition of nature has increased people's attention to the environment. One field that plays a major role in the current environmental conditions is the food and beverage industry. Waste generated from the production process and packaging of food and beverage products is one of the most complex problems in Indonesia. Therefore, this study was conducted to analyze the faktors that influence the green purchasing behavior of generation Z in the selection of food and beverage products in Indonesia in order to determine ways to improve and protect the environment. This research is a quantitative study that collects data using a questionnaire. The data collected from 414 respondents will then be processed using the SEM PLS method with SmartPLS3 software. The results of this study are green purchase intention has an influence on the green purchase behavior of generation Z Muslim consumers in Indonesia. Then, other variabels such as Islamic religiosity, attitude towards green products, environmental wellbeing, and environmental corporate social responsibility initiatives also affect green purchase behavior both directly and indirectly. In addition, this study found that green skepticism weakens the relationship between Islamic religiosity and green purchase intention. Suggestions for future research, should conduct longitudinal research if you want to see the results of consumer intentions on actual purchases so that the results are more comprehensive.

 

 

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"Sustainability atau keberlanjutan merupakan salah satu faktor penting pada di hampir semua aspek kehidupan saat ini. Kebutuhan untuk memiliki implementasi praktik sustainability pada produk mewah (sustainable luxury) telah berkembang dari waktu ke waktu. Namun, kemewahan dan praktik sustainability mungkin terdengar kontradiktif, walaupun sebenarnya keduanya memiliki banyak kesamaan. Konsep sustainable luxury telah dikembangkan untuk memenuhi demografi terbesar saat ini, generasi Y dan Z. Kedua generasi ini lebih sadar sosial dan lingkungan sementara juga mengambil andil sebagai demografi konsumen terbesar untuk merek-merek mewah. Studi ini menguji dampak penerapan praktik sustainability terhadap persepsi dan keputusan pembelian merek mewah oleh generasi Y dan Z. Metode penelitian survei kuantitatif digunakan untuk menguji model penelitian, di mana 350 peserta yang dibagi menjadi dua kelompok untuk mengerjakan dua survei yang berisikan kampanye pemasaran luxury fashion dan kampanye pemasaran luxury fashion dengan pesan praktik sustainability. Hasil dari penelitian ini kemudian dianalisis dengan menggunakan structural equation modelling (SEM). Hasil penelitian ini menunjukkan bahwa deskripsi penerapan praktik sustainability berdampak positif terhadap keputusan pembelian produk mewah oleh generasi Y dan Z.

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Sustainability is one of the most important concerns in almost every aspect in the present day. The scrutiny to have sustainability in luxury products has grown overtime. However, luxury and sustainability or one might call sustainable luxury might sound oxymoron, while in fact, they have a lot of attributes in common. The concept of sustainable luxury has been developed immensely to cater to the current largest demographic, Gen Y and Z. These two generations are more socially and environmentally conscious whilst also partake as the largest consumer demographic in luxury brands. This study examines the impact of implementing sustainability practice to luxury brands perception and purchase intention by Gen Y and Z. A quantitative survey research design was utilised in order to test the research model, in which 350 participants, divided into two groups, did an online survey with either a luxury fashion marketing campaign message and a luxury fashion marketing campaign with sustainability practice message then was analysed by using the structural equation modelling (SEM). The results of this study indicate sustainability practice implementation description positively impacts the purchase decision of luxury products by both generation Y and Z"

"Tesis ini mengeksplorasi kompleksitas industri fashion premium di era digital , dengan penekanan khusus pada pengaruh konsumen Generasi Z. Penelitian ini menonjolkan fokus mereka (gen z) pada nilai, keberlanjutan, dan personalisasi. Penelitian ini juga menyelidiki peran nilai-nilai Gen Z, kesadaran merek, dan niat perilaku dalam membentuk persepsi mereka terhadap merek fashion premium. Lebih lanjut, tesis ini membahas struktur hierarki merek fashion , dengan fokus pada tingkat hirarki merek fashion premium, yang memiliki makna khusus bagi Gen Z karena kesadaran sosial dan fokus pada nilai. Penelitian ini menggunakan Structural Equation Model–Partial Least Square (SEM-PLS) pada SMARTPLS untuk menganalisis 194 responden. Semua jawaban juga terkait dengan pertanyaan perilaku yang mereka jawab berdasarkan pengalaman mereka. Hasil penelitian ini membuktikan bahwa niat berperilaku dipengaruhi secara signifikan oleh nilai-nilai terminal dan instrumental secara tidak langsung tanpa adanya mediator.

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This thesis explores the complexities of the premium fashion industry in the digital age, with a particular emphasis on the influence of Generation Z (Gen Z) consumers. This research highlights their focus on values, sustainability, and personalization. This research also investigates the role of Gen Z's values, brand consciousness, and behavioral intentions in shaping their perception of premium fashion brands. Furthermore, this thesis discusses the hierarchical structure of fashion brands, with a specific focus on the premium tier, which holds particular significance for Gen Z due to their social consciousness and focus on value. Behavioral The study used Structural Equation Model-Partial Least Square (SEM-PLS) on SMARTPLS methodology to analyze 194 respondents. All the answers are also related to behavioral questions that they answered based on their experience. The research result proves that behavioral intention is significantly influenced by terminal and instrumental values indirectly without any mediator."

"Dewasa ini jumlah merek produk yang ditawarkan produsen kepada konsumen semakin banyak. Konsumen banyak disuguhi berbagai macam merek untuk berbagai kategori produk.Untuk mengurangi kemungkinan gagalnya produk baru, produsen meluncurkan produk baru dengan merek yang sudah dimilikinya. Salah satu strateginya adalah brand extension, yaitu memperkenalkan produk baru, yang memiliki kategori produk yang berbeda, dengan nama merek yang sudah ada. Merek yang diperluas tentu saja adalah merek-merek yang sudah dikenal di pasar dan sangat diminati konsumen. Selain mengurangi resiko gagalnya produk baru, pemakaian brand extension dari merk yang sudah mapan akan meningkatkan brand awareness dan kepercayaan distributor.Perumusan masalah penelitian ini adalah analisis faktor-faktor yang mempengaruhi evaluasi kualitas brand extension pada tiga merek convenience product, yaitu sikat gigi Pepsodent, Pewangi cucian So Klin dan Hand Body Emeron.Penelitian ini didasarkan pada penelitian Aaker, Keller (1990) yang menyatakan bahwa evaluasi konsumen terhadap kualitas brand extension akan positif apabila ada persepsi kecocokan produk antara parent brand dengan brand extension dan persepsi kualitas merek induk yang tinggi. Selain itu diteliti pula pengaruh persepsi harga terhadap evaluasi kualitas brand extension yang dikemukakan Taylor (2002).Data yang terkumpul dianalisis dengan menggunakan teknik analisis faktor. Selanjutnya dilakukan analisis statistik dengan menggunakan analisis regresi berganda, untuk menguji hubungan antara variabel independen dan variabel dependen.Hasil penelitian ini menjelaskan bahwa Faktor Persepsi Kualitas Merek Induk dan Persepsi Kecocokan Produk berpengaruh secara signifikan terhadap Evaluasi Kualitas Brand Extension pada Sikat Gigi Pepsodent dan Hand Body Emeron. Evaluasi Kualitas untuk produk Pewangi Cucian So Klin hanya dipengaruhi Persepsi Kualitas Merck Induknya saja. Sedangkan pengaruh persepsi harga tidak berpengaruh terhadap Evaluasi kualitas Brand Extension pada ketiga produk. Jika dianalisis tiga merek secara bersama maka dihasilkan hasil kesimpulan yang hampir sama dimana Evaluasi kualitas Brand extension dipengaruhi secara signifikan oleh dua faktor yaitu Persepsi Kualitas merek Induk dan Persepsi Kecocokan Brand Extension dengan Parent Brand.

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Nowadays the number of brands offered to consumers getting more and more. Consumers are offered many kinds of brand for many kinds of product categories. To reduce the failure of launching a new product, producers launch a new product using the brand they already have. One of the strategy is using brand extension, that is introducing a new product which have different category by using the existing brand. The extended brand is the brand that has already been popular and success. Besides reducing the possibility of failure in launching new product, the using of existing product will increase brand awareness and distributor's trust. The problem in this research is analyzing the factors that influence brand extension quality evaluation in three convenience products, they are Pepsodent tooth brush, So Klin perfume detergent and Emeron hand and body lotion.This research is based on Aaker, Keller (1990). They found that consumer evaluation on brand extension will be positive if there is perceived fit between parent brand and brand extension and there is high perceived quality of parent brand. Besides that it investigates the influence of perceived price of brand extension upon brand extension quality evaluation introduced by Taylor (2002).The data collected was analysed by factor analysis technique. And then followed by statistic analysis of multiple regression to test the relationship between independent variable and dependent variable.The research shows that perceived quality of parent brand and perceived fit between parent brand and brand extension influence significantly to brand extension quality evaluation of Pepsodent tooth brush and Emeron hand and body lotion. The brand extension quality evaluation of So Klin perfume detergent is only influenced by perceived quality of its parent brand. The perceived price of brand extension doesn't influence the brand extension quality evaluation on the three products. If the analysis done for the three brands at once so the result is almost the same. The brand extension quality evaluation is influenced significantly by two factors, perceived quality of the parent brand and perceived fit between the parent brand and the brand extension."

"ABSTRAKIndustri e-commerce adalah industri yang paling bergantung pada pemasaran media sosial .Tujuan dilakukannya penelitian ini adalah untuk menjadi acuan bagi perusahaan-perusahaan e-commerce dalam membuat strategi pemasaran di media sosial dengan menganalisa faktor-faktor apa saja yang berpengaruh pada peningkatan brand post popularity share, like, reactions dan komentar dan bagaimana pengaruhnya. Faktor-faktor yang akan dianalisa diadopsi dari beberapa studi sebelumnya yaitu tingkat vividness, tingkat interactivity, durasi di posisi teratas, dan panjang pesan. Data yang akan di observasi adalah 136.009 status dari 75 brand e-commerce yang memiliki akun di Facebook dan kemudian akan dianalisa menggunakan analisa regresi poisson.

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ABSTRACTE commerce industry is the industry most dependent on social media marketing. The aim of this study is to be a guide for brands to help them create a solid social media marketing strategy by analyzing factors influencing brand post popularity shares, likes, reactions, and comments and how these factors influence. The factors that will be analyzed are adopted from previous studies and they are levels of vividness, levels of interactivity, duration on top and message length. The data that will be used to be analyzed consists of 136.009 statuses from 75 e commerce brands that has a brand page on Facebook. Then, the data will be tested via poisson regression analysis."

"Pakaian merupakan kategori produk yang paling banyak dibeli oleh pengguna internet di Indonesia. Nila ritel dari kategori pakaian dan sepatu (fashion) mengalami kenaikan secara signifikan pada tiga tahun terakhir. Hal tersebut mendorong berkembangnya fashion online retailer di Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh variabel product brand image , online store image¸ financial risk, product risk, dan time risk terhadap purchase intention pada fashion online retailer terbesar di Indonesia, yaitu Zalora. Hasil penelitian menunjukan bahwa online store image merupakan faktor yang berpengaruh terhadap intensi untuk membeli di Zalora, dimana variabel ?variabel perceived risks tidak menunjukan pengaruh signifikan terhadap purchase intention.

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Clothing is the most widely purchased product category by internet users in Indonesia. Retail value for clothing and footwear (fashion) has significantly increase over the last three years. It encourages the development of online fashion retailer in Indonesia. This study aimed to analyze the influence of product brand image, online store image, financial risk, product risk, and time risk towards purchase intention in the context of online fashion retailer in Indonesia, namely Zalora. Result shows that online store image is the only factor that affects purchase intention to buy in Zalora, while perceived risk is not significantly impact purchase intention."

"Skripsi ini membahas tentang pengaruh berbagai macam faktor brand loyalty yang terdiri dari brand name, store environment, service quality, product quality, promotion, dan style, terhadap brand loyalty konsumen sepatu olahraga di Indonesia, dan juga bagaimana pengaruh tersebut bagi kategori konsumen brand switchers dan hardcore loyal. Penelitian ini bersifat kuantitatif. Hasil penelitian menyimpulkan bahwa adanya pengaruh dari brand name, store environment, product quality, dan promotion, dimana faktor brand name dan promotion memiliki pengaruh tertinggi dibandingkan faktor lainnya.

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This study discusses the influence of various brand loyalty factors consisting of brand name, store environment, service quality, product quality, promotion, and style, to the brand loyalty of sports shoes consumers in Indonesia, and also for brand switchers and hardcore loyal consumer category. This research is quantitative. The results concluded that brand name, store environment, product quality, and promotion have influence on consumer’s brand loyalty, where brand name and promotion have the highest influence than other factors.

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"Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi store brand equity pada industri ritel fashion di Indonesia khususnya yang menerapkan strategi fast fashion. Data pada penelitian ini didapat dari penyebaran kuisioner kepada konsumen ZARA, H&M dan UNIQLO yang pernah melakukan pembelanjaan selama 6 (enam) bulan terakhir. Data ini diolah dengan menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian ini menunjukan bahwa ekuitas merek toko (store brand equity) dipengaruhi langsung secara positif oleh kesadaran merek toko (store brand awareness) dan loyalitas merek toko (store brand loyalty). Loyalitas merek toko (store brand loyalty) dipengaruhi secara langsung dan positif oleh persepsi kualitas merek toko (store brand perceived quality) dan kesadaran merek toko (store brand awareness). Kemudian, persepsi kualitas merek toko (store brand perceived quality) dipengaruhi langsung oleh citra komersial toko (store commercial image). Sementara kesadaran merek toko (store brand awareness) dipengaruhi oleh reputasi toko (store reputation), citra komersial toko (store commercial image), dan citra harga toko (store price image).

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This study aims to analyze the antecedents of store brand equity in Indonesia Fashion Retail Industry, particularly those that implement fast fashion strategy. Data for this research were collected from ZARA, H&M, and UNIQLO consumers, specifically those who made purchasing in the last 6 (six) months. They were analyzed using Structural Equation Modeling (SEM) method. The results of this show that store brand awareness and store brand loyalty have positive effect on store brand equity. Then, store brand loyalty affected positively by store brand perceived quality and store brand awareness. Furthermore, store brand perceived quality affected by store commercial image, while store brand awareness affected positively by store reputation, store commercial image, and store price image."