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Abstrak :
Retailer seperti department store cenderung menggunakan strategi sales promotion dengan memberikan potongan harga. Hal ini menyebabkan konsumen untuk belajar menunda pembelian dan lebih memilih untuk membayar tidak dengan harga penuh. Untuk itu, penelitian ini bertujuan untuk mengetahui pengaruh dari strategi limited edition dalam kolaborasi retailer-brand pada perilaku konsumen seperti urgency to buy, willingness to pay price premium, dan intention to share advertisement berdasarkan karakteristik status consumption. Analisis kovarians dilakukan untuk menguji 2 (collaboration duration: limited edition vs ongoing collection) x 2 (perceived retailer-brand fit: high fit vs low fit) x 2 (status consumption: high vs low) dengan menggunakan desain eksperimen between-subject (n=277). Hasil penelitian menunjukkan bahwa urgency to buy, willingness to pay price premium, dan intention to share advertisement lebih tinggi pada pada partisipan yang memiliki karakteristik high-status consumption dan dengan kondisi strategi limited-edition pada kolaborasi yang dipersepsikan memiliki kecocokan yang tinggi. Penelitian ini memberikan kontribusi akademik mengenai perbedaan pengaruh strategi limited edition dalam kolaborasi retailer-brand dengan mempertimbangkan faktor karakteristik konsumen. Selain itu, penelitian ini juga memberikan implikasi manajerial berupa masukan dalam merancang strategi pemasaran dan menembangkan cara baru untuk meningkatkan kunjungan dan kinerja penjualan. ......Retailers such as department stores tend to use sales promotion by discounting items, which has caused the consumer to be less likely to pay at full price and learn to postpone their purchase. Therefore, this study aims at investigating the effects of status consumption and limited-edition strategy in a retailer-brand collaboration on consumer behaviours, i.e., the urgency to buy, willingness to pay a price premium, and sharing intention. Analysis of covariance was conducted to test a 2 (collaboration duration: limited edition vs ongoing collection) x 2 (perceived retailer-brand fit: high fit vs low fit) x 2 (status consumption: high vs low) between-subjects design (n=277). The result shows that the urgency to buy, willingness to pay a price premium, and sharing intention are favourable among the high-status consumption participants when the collaboration product is offered as limited-edition and has a high perceived retailer-brand fit. This study contributes to marketing literature in the space of the influence of consumer characteristics on the effectiveness of brand alliances and limited-edition strategy. Further, this study provides insights for managers to design competitive marketing strategies by considering the consumers’ characteristics and to develop new ways to increase in-store traffic by exciting consumers to make a purchase right away without marking the product on sale.

Abstrak :
[Tujuan penelitian ini adalah untuk menganalisis apakah terdapat perbedaan yang signifikan pada pengalaman belanja konsumen yang terdiri dari perasaan positif, orientasi hedonis, dan orientasi utilitarian, berdasarkan tipe teman belanja dan level mall identification yang berbeda dengan menggunakan MANOVA. Penelitian ini dilakukan di lima mal menengah ke atas di DKI Jakarta yang dipilih berdasarkan banyaknya pengunjung, yakni Mal Kelapa Gading, Gandaria City, Central Park, Grand Indonesia, dan Kota Kasablanka (Supriadi, 2014). Sampel penelitian ini berjumlah 150 orang. Data penelitian ini diadaptasi dari kuisioner pengalaman belanja berdasarkan tipe-tipe teman belanja dan level mall identification oleh Borges, Chebat, dan Babin (2010). Hasil penelitian ini menemukan bahwa level mall identification yang berbeda menghasilkan perbedaan yang signifikan pada perasaan positif dan orientasi hedonis. Level mall identification yang berbeda tidak menghasilkan perbedaan yang signifikan pada orientasi utilitarian, serta tipe-tipe teman belanja tidak menghasilkan perbedaan yang signifikan pula pada orientasi utilitarian, orientasi hedonis, dan perasaan positif. ......The aim of this study is to analyze whether there is significant difference in consumer shopping behavior consisted of positive affect, hedonic orientation, and utilitarian orientation, based on different shopping companion type and level of mall identification using MANOVA. The sample of this research took place at five top middle upper malls in DKI Jakarta, which are Kelapa Gading Mall, Gandaria City, Central Park, Grand Indonesia, and Kota Kasablanka, selected from the amount of visitors (Supriadi, 2014). The total samples of this research are 150 people. The data of this research is adapted from shopping experience questionnaire based on types of shopping companion and levels of mall identification (Borges, Chebat, & Babin, 2010). This research found that different levels of mall identification have significant differences in positive affect and hedonic orientation. Different levels of mall identification do not generate significant differences in utilitarian orientation, while different types of shopping companion do not generate significant differences as well in utilitarian orientation, hedonic orientation, and positive affect.;The aim of this study is to analyze whether there is significant difference in consumer shopping behavior consisted of positive affect, hedonic orientation, and utilitarian orientation, based on different shopping companion type and level of mall identification using MANOVA. The sample of this research took place at five top middle upper malls in DKI Jakarta, which are Kelapa Gading Mall, Gandaria City, Central Park, Grand Indonesia, and Kota Kasablanka, selected from the amount of visitors (Supriadi, 2014). The total samples of this research are 150 people. The data of this research is adapted from shopping experience questionnaire based on types of shopping companion and levels of mall identification (Borges, Chebat, & Babin, 2010). This research found that different levels of mall identification have significant differences in positive affect and hedonic orientation. Different levels of mall identification do not generate significant differences in utilitarian orientation, while different types of shopping companion do not generate significant differences as well in utilitarian orientation, hedonic orientation, and positive affect., The aim of this study is to analyze whether there is significant difference in consumer shopping behavior consisted of positive affect, hedonic orientation, and utilitarian orientation, based on different shopping companion type and level of mall identification using MANOVA. The sample of this research took place at five top middle upper malls in DKI Jakarta, which are Kelapa Gading Mall, Gandaria City, Central Park, Grand Indonesia, and Kota Kasablanka, selected from the amount of visitors (Supriadi, 2014). The total samples of this research are 150 people. The data of this research is adapted from shopping experience questionnaire based on types of shopping companion and levels of mall identification (Borges, Chebat, & Babin, 2010). This research found that different levels of mall identification have significant differences in positive affect and hedonic orientation. Different levels of mall identification do not generate significant differences in utilitarian orientation, while different types of shopping companion do not generate significant differences as well in utilitarian orientation, hedonic orientation, and positive affect.]

Abstrak :
Selama beberapa tahun terakhir, penelitian terkait dengan perilaku konsumen menjadi topik yang hangat. Salah satu yang menjadi perhatian penelitian dalam beberapa tahun terakhir adalah faktor yang dapat memengaruhi terbentuknya compulsive buying behavior. Dalam penelitian ini akan membahas faktor baik secara eksternal seperti materialisme, dan internal seperti mindset dan consumer anxiety. Penelitian ini mengambil sudut pandang kelompok penggema dari dua grup K-POP besar Super Junior (E.L.F) dan NCT (NCTzen) di Indonesia berusia dewasa muda, yang melakukan pembelian produk terkait K-POP dalam sebulan terakhir. Metode yang dilakukan untuk penelitian ini adalah Structural Equation Model (SEM). Hasil penemuan dari penelitian ini sendiri menunjukkan jika faktor eksternal seperti materialisme masih menjadi faktor terkuat terbentuknya compulsive buying behavior dengan faktor yang memengaruhi materialisme seperti celebrity endorsement, peer group, dan television advertisement. Selain itu terdapat penemuan jika mindset tidak dapat berpengaruh langsung terhadap compulsive buying behavior. ......Several studies have been conducted in recent years to investigate consumer behavior. One of the research topics that researchers are interested in is the factors that can influence the development of compulsive buying behavior. This study will look at external factors like materialism as well as internal factors like mindset and consumer anxiety. This study focuses on fans of the two major K-POP groups Super Junior (E.L.F) and NCT (NCTzen) in Indonesia, as well as young people who purchased K-POP-related merchandise in the previous month. This study was carried out using the Structural Equation Model (SEM). According to the findings of this study, external factors such as materialism, as well as variables that influence materialism such as celebrity endorsements, peer groups, and television advertisement, are still the most significant indicators in the establishment of compulsive buying behavior. Furthermore, it was discovered that mindset has no direct influence on compulsive buying behavior.

Abstrak :
ABSTRACT
This purpose of this research is to determine the effect of the seven Shopping Dimensions identified by Bloch et al 1994 on consumers rsquo motives for visiting and shopping at malls specifically in Supermal Karawaci, while simultaneously study the strategies needed for Supermal Karawaci to compete with its competitors in terms of consumer behavior and how it gives them a competitive advantage over other malls. The multiple regression statistical technique for data analysis is used in this research to determine the significance of 1 Aesthetics dimension 2 convenience dimension 3 escape dimension 4 exploration dimension 5 role enactment dimension 6 flow dimension and 7 social dimension towards the consumers rsquo motivation for shopping at malls specifically at Supermal Karawaci. A structured questionnaire was distributed to the consumers of Supermal Karawaci, with a total of 200 respondents based on the sample size calculated through non probability purposive sampling. This research found all of the seven dimensions are positively related to consumers rsquo motivation to shop, indicating that all hypotheses were accepted, with escape dimension being the strongest motivator amongst the others. A cluster analysis showed that the respondents could generally be clustered into 3 groups 1 moderately motivated respondents, 2 highly motivated respondents and 3 lowly motivated respondents. This research, however, was limited to Supermal Karawaci only, with a non probability sampling method that may predispose the results to selection bias. In addition, the sample frame of 200 respondents does not sufficiently represent the consumers of shopping malls in general.

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ABSTRAK
Tujuan penelitian ini adalah untuk mengetahui pengaruh dari ketujuh dimensi belanja yang diidentifikasi oleh Bloch et al 1994 tentang motif konsumen untuk berkunjung dan berbelanja di mal khususnya di Supermal Karawaci, sambil mempelajari strategi yang dibutuhkan Supermal Karawaci untuk bersaing dengan para pesaingnya dalam hal perilaku konsumen dan bagaimana hal itu memberi mereka keunggulan kompetitif atas mal lain. Teknik statistik regresi berganda untuk analisis data digunakan dalam penelitian ini untuk menentukan signifikansi: 1 Dimensi estetika; 2 dimensi kenyamanan; 3 dimensi Escape; 4 dimensi eksplorasi; 5 dimensi Role Enactment; 6 dimensi Flow; dan 7 dimensi sosial terhadap motivasi konsumen untuk berbelanja di mal khususnya di Supermal Karawaci. Kuesioner terstruktur disebarkan kepada konsumen Supermal Karawaci, dengan total 200 responden berdasarkan jumlah sampel populasi penelitian yang dihitung menggunakan teknik sampling purposive sampling non-probabilitas . Hasil dari penelitian ini menunjukkan bahwa ketujuh dimensi belanja memiliki pengaruh positif terhadap motivasi konsumen dalam berbelanja, dengan dimensi escape sebagai dimensi yang memiliki pengaruh paling tinggi diantara dimensi-dimensi lain. Analisis cluster yang dilakukan menunjukkan bahwa responden penelitian dapat di kelompokkan menjadi 3 kelompok; 1 cukup termotivasi, 2 sangat termotivasi dan 3 kurang termotivasi. Beberapa hal yang menjadi kekurangan dari penelitian ini adalah; penelitian ini hanya terbatas pada Supermal Karawaci saja, dengan penggunaan teknik sampling non-probabilitas yang dapat memberi kecenderungan terhadap selection bias. Selain itu, jumlah responden yang digunakan dalam penelitian ini tidak cukup untuk merepresentasikan konsumen pusat perbelanjaan secara general.

Abstrak :
ABSTRAK
Di Indonesia, konsumen dapat memilih untuk mengkonsumsi jenis bensin bekualitas tinggi (Pertamax), berkualitas menengah dan berkualitas rendah (Premium) sesuai dengan preferensinya.  Preferensi tersebut kadangkala dipengaruhi oleh selisih harga antar kualitas tersebut. Perpindahan preferensi konsumsi  bensin ke kualitas yang lebih tinggi yang dipengaruhi oleh penuruhan harga relatif dapat menimbulkan fenomena A-A. Penelitian ini bertujuan untuk mengetahui perilaku  konsumen dalam mengkonsumsi bensin sebelum dan sesudah adanya Pertalite serta nilai elastisitas yang memaksimalkan fenomena A-A. Metode estimasi yang digunakan regresi data panel OLS dan Fixed Effect, Hasil regresi membuktikan terdapat fenomena A-A pada pangsa pasar di Indonesia sebelum dan sesudah adanya Pertalite. Hal ini mengindikasikan bahwa selisih harga relatif bensin berkualitas tinggi terhadan bensin berkualitas rendah berdampak negatif pada konsumsi relatif bensin berkualitas tinggi terhadap rendah. Sebelum adanya Pertalite, konsumen tetap melakukan perpindahan preferensi dari bensin kualitas rendah ke tinggi ketika terjadi penurunan selisih harga relatif walaupun dalam jeda 2 dan 3 bulan. Setelah adanya Pertalite, konsumen tidak cepat melakukan perpindahan preferensi dari Premium ke Pertalite ketika terjadi penurunan harga relatif. Konsumen masih tetap menggunakan Premium daripada Pertalite sehingga fenomena A-A tidak terjadi pada pola konsumsi bensin kelas rendah dan menengah ini. Namun, konsumsi relatif  Pertamax terhadap Pertalite mengalami peningkatan ketika terjadi penurunan harga relatif diantaranya sehingga menimbulkan fenomena A-A.

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ABSTRACT

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In Indonesia, consumers can choose to consume high quality (Pertamax), high-quality and low-quality (Premium) gasoline in accordance with their preference. This preference is sometimes influenced by the price difference between these qualities. Moving the preferences of gasoline consumption to a higher quality that is affected by the relative price decay can lead to the A-A phenomenon. This study aims to determine consumer behavior in consuming gasoline before and after the existence of Pertalite and elasticity value that maximize the phenomenon of A-A. The estimation method used OLS and Fixed Effect panel data regression, Regression result proves that there is A-A phenomenon in market share in Indonesia before and after Pertalite. This indicates that the relatively high price difference between high quality gasoline and low quality gasoline has a negative impact on the relative consumption of high quality gasoline to low. Prior to Pertalite, consumers continued to move preference from low to high quality gasoline when there was a decrease in the relative price difference even in the 2 and 3 month intervals. After the existence of Pertalite, consumers are not quick to transfer preferences from Premium to Pertalite when there is a relative price decline. Consumers are still using Premium rather than Pertalite so that the A-A phenomenon does not occur in this low and middle grade gasoline consumption pattern. However, Pertamax's relative consumption of Pertalite has increased when there is a relative price decline among others that has resulted in the A-A phenomenon.

Abstrak :

Studi secara spesifik mendisuksikan intensi konsumen milenial untuk mengunjungi kembali restoran “hijau”. Theory of planned behavior (TPB) merupakan teori yang digunakan sebagai dasar pada penelitian ini. Studi ini menambahkan variabel environmental concern, dan satisfaction sebagai determinan intensi perilaku. Selain itu, satisfaction diukur menggunakan pengukuran ECOSERV yang memiliki konstruk assurance, reliability, responsiveness, empathy, tangibles, dan ecotangibles. Studi ini bertujuan untuk menggali lebih jauh determinan yang paling kuat menentukan intensi konsumen untuk mengunjungi kembali restoran “hijau”. Penelitian ini dilakukan dengan pendekatan kuantitatif. Data diperoleh dari 499 responden dan diolah dengan PLS-SEM. Pada penelitian empiris ini, ditemukan bahwa environmental concern memiliki pengaruh signifikan terhadap consumer’s behavioral intention secara tidak langsung melalui perceived behavioral control dan attitude. Sebagai tambahan, konstruk tangibles, ecotangibles, dan responsiveness berpengaruh secara signifikan terhadap satisfaction. Hasil penelitian ini diharapkan dapat menambah literatur yang masih terbatas mengenai intensi perilaku konsumen terhadap restoran yang menerapkan praktik ramah lingkungan.

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This study specifically discusses millennials’ intention to revisit “green” restaurant. Theory of Planned behavior (TPB) is adopted as the theoretical framework. Environmental concern and satisfaction are added in the study as the determinant of behavioral intention. Besides, satisfaction is measured with ECOSERV that has assurance, reliability, responsiveness, empathy, tangibles, and ecotangibles as its constructs. The objective of this study is to further investigate the “key” driver of consumer’s revisit intention to “green” restaurant. This study uses quantitative method. The data was collected from 499 respondents, and analyzed with PLS-SEM. The findings of this study illustrate that environmental concern has significant impact on consumer’s revisit intention indirectly through perceived behavioral control and attitude. Also, tangibles, ecotangibles, and responsiveness is found to have significant impact on satisfaction. Findings form this research is expected to enrich the limited literature about consumers’ behavioral intention toward restaurants that practice green.

 

Abstrak :
ABSTRAK
Manga Scanlations dalam tahun-tahun terakhir ini telah menjadi momok dalam Industri Manga, Industri Manga bersikeras menyatakan penurunan penjualan Manga disebabkan oleh Manga Scanlations, sedangkan dilain pihak sebagian penggemar sangat vokal menyatakan dukungannya terhadap Manga Scanlations terutama disebabkan oleh Manga Scanlations berperan besar dalam Globalisasi Manga. Penelitian ini bertujuan untuk mencari tahu bagaimana hubungan dan pengaruh antara Consumer Attitude terhadap Manga Scanlations dan Purchase Intention Manga dengan pendekatan Model Attitude-Intention dengan melibatkan pertimbangan etikal dalam proses pembuatan keputusan konsumen. Hasil penemuan menunjukkan bahwa Attitude terhadap Manga Scanlations berpengaruh negatif terhadap Intensi Pembelian Manga.

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ABSTRACT
Manga Scanlations in recent years has been a scourge in Manga Industry. Manga Industry insists on declaring a decrease in Manga sales due to Manga Scanlations, while on the other hand, some fans are very vocal expressing their supIport for Manga Scanlations especially since Manga Scanlations playing a major role in Manga Globalization. This study aims to find out the relationship and influence between Consumer Attitude to Manga Scanlations and Manga Purchase Intention with Attitude Intention Model approach by involving ethical considerations in consumer decision making process. The findings show that Attitude to Manga Scanlations negatively affects the Manga Purchase Intention.

Abstrak :

Penelitian ini bertujuan untuk menganalisis dampak publisitas negatif pada consumer attribution, brand image, brand attitude, dan purchase intention untuk Garuda Indonesia dengan tingkat keparahan rendah dan tinggi. Sampel penelitian ini adalah partisipan yang menggunakan layanan terbang Garuda Indonesia selama 6 bulan terakhir dan berusia antara 17 hingga 40 tahun. Data penelitian ini diolah dengan Partial Least Square (PLS) menggnakan software SmartPLS 3.0. Hasil dari penelitian ini menyatakan bahwa consumer attribution mempengaruhi brand attitude dan purchase intention, sementara brand image dan brand attitude mempengaruhi purchase intention secara positif. Tidak ada moderasi dari tingkat keparahan terhadap hubungan apapun terkecuali untuk consumer attribution terhadap brand image yang tidak ditemukan signifikan dalam uji sebelumnya.

 

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This study aims to analyze the impact of negative publicity on consumer attribution, brand image, brand attitude, and purchase intention for Garuda Indonesia with mild and high severity of negative publicity. The sample of this research include individuals who are flying with Garuda Indonesia within the last 6 months, and are aged between 17 to 40 years old. The data of this study was processed with Partial Least Square (PLS) and the software SmartPLS version 3.0. Result of this research shows that consumer attribution under negative publicity has negative influence on brand attitude and purchase intention, and brand image as well as brand attitude under negative publicity influenced purchase intention positively. There was no moderation by information severity towards the relationships, with the exception of consumer attribution towards brand image, which was found insignificant in the earlier test.

 

Abstrak :
Fashion merupakan bagian penting dari kehidupan sehari-hari yang mencerminkan kepribadian dan cita-cita seseorang. Di tengah tren fashion global yang cepat berganti, perusahaan fashion perlu beradaptasi, sehingga fenomena fast fashion muncul. Fast fashion telah menjadi gaya hidup bagi Generasi Z dan mereka mengkonsumsi produk fast fashion untuk mengikuti tren saat ini. Dalam penelitian ini dilakukan survey untuk mengetahui faktor yang mempengaruhi perilaku konsumen Generasi Z menggunakan metode multiple linear regression serta korelasinya dengan teori permintaan konsumen. Hasil yang diperoleh dari penelitian ini menyatakan bahwa faktor yang mempengaruhi purchase intention produk fast fashion adalah faktor fashion consciousness, self-ambiguity, dan ethical judgement. ......Fashion is an important part of everyday life that reflects one's personality and ideals. In the midst of rapidly changing global fashion trends, fashion companies need to adapt, so that the fast fashion phenomenon emerges. Fast fashion has become a lifestyle for Generation Z and they consume fast fashion products to keep up with current trends. In this study, a survey was conducted to determine the factors that influence the consumer behavior of Generation Z using the multiple linear regression method and their correlation with consumer demand theory. The results obtained from this study state that the factors that influence the purchase intention of fast fashion products are fashion consciousness, self-ambiguity, and ethical judgment.

Abstrak :
Dalam ekonomi modern sistem pembayaran tunai telah tergantikan dengan sistem kartu kredit. Situsi ini memberikan dampak terhadap konsumen terhadap proses pembelian yang tidak matang dan tidak terencana akibat kurangnya pengendalian diri. Kajian ini mengambil sampel 60 orang yang dilakukan secara aksidental di Swalayan Carrefour Bandung menggunakan konsep impulse buying dari Rook & Verplanken yang dikombinasikan dengan Locus of Control Internal. Meski demikian masih ditemuakn konsumen dengan perilaku impulse buying tinggi dengan locus of control external.