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ABSTRAK
Fokus pemasaran yang tadinya hanya sebagai suatu penunjang untuk pencapaian sales sampai menjadi aktivitas central untuk menciptakan, mengkomunikasikan, menyampaikan, serta pertukaran nilai bagi customer, shareholder, dan masyarakat. Di era digital ini, industri yang paling mendapat manfaatnya adalah industri kreatif, di mana informasi dan teknologi adalah faktor penting dari industri tersebut. Industri kreatif berusaha untuk menyampaikan nilai ke konsumen dalam bentuk pengalaman unik sehingga membutuhkan suatu strategi komunikasi pemasaran yang dapat menyampaikan informasi terkait nilai yang berusaha diinformasikan dengan menyeluruh.Dari seluruh industri kreatif di Indonesia, industri kuliner adalah salah satu yang memiliki perkembangan paling pesat. Fenomena yang terjadi di dunia kuliner seiring dengan perkembangan teknologi adalah semakin berkembangnya trend di mana konsumen saling berbagi informasi mengenai makanan atau tempat makan di aplikasi handphone dalam bentuk gambar, video, dan ulasan, salah satunya adalah Aplikasi Zomato, yang merupakan leader dari Aplikasi Pencari Tempat makan. Electronic Word of Mouth eWOM yang ditimbulkan dari aktivitas tersebut tersebar dengan sangat cepat dan dengan jumlah yang banyak. Salah satu aplikasi yang sering dipakai oleh orang-orang terkait dengan kuliner adalah aplikasi pencari tempat makan, di mana menyediakan informasi terkait dengan baik buruknya suatu tempat makan, dan didukung oleh informasi pemberi ulasan dan jumlah ulasan untuk membantu konsumen dalam pengambilan keputusan.Pada studi terdahulu, Persepsi Manfaat eWOM memiliki tiga faktor : Persepsi terhadap Kredibilitas Sumber, Persepsi terhadap Valensi, dan Persepsi terhadap Banyak Ulasan. Namun belum dapat ditentukan faktor-faktor manakah yang merupakan faktor yang signifikan dalam kontribusi terhadap Persepsi Manfaat eWOM di aplikasi Zomato.Hasil dari penelitian ini menunjukkan bahwa persepsi terhadap kredibilitas sumber dan persepsi terhadap valensi memiliki kontribusi positif yang signifikan terhadap Persepsi Manfaat eWOM, namun persepsi terhadap banyak ulasan tidak memiliki memiliki pengaruh yang signifikan.Dari hasil penelitian tersebut, dapat diambil suatu tindakan dari manajemen, yaitu Zomato sebaiknya dorongan pada pengguna Zomato untuk banyak melakukan aktivitas Like dan Share, dan dapat melakukan pengurutan dan pembagian ulasan-ulasan yang bersifat merekomendasikan sesuatu.

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ABSTRACT
The focus of marketing that previously being used only as a support for sales achievement until become central activity for creating, communicating, delivering, and as an exchange value for customer, shareholder, and society. In this digital era, benefits of marketing focus are mostly received by creative industries, which information and technology is the most important factor for the industri itself. Creative industri strives to deliver the value to their customers in the form of unique experience that requires a marketing communication strategy to convey information related to the value that they want to inform thoroughly.One of the Creative industries in Indonesia, culinary industri, is one that has the most rapid development. A phenomenon that occurs in culinary world in line with technology development is th e growth of trend where consumers share information about food or restaurant in mobile application in the form of pictures, videos, and reviews, one of which is Zomato. Zomato is the leader of Restaurant Search and Discovery Application. While Electronic Word of Mouth eWOM is the result of such activities that spread rapidly and in large numbers. One of the application that often being used by the society in terms of culinary is restaurant search and discovery application, it provides information related to the bad or good of a restaurant, it is also supported by the information from the reviewer and the number of reviews to help consumers in decision making.If we compare with previous study, Zomato utilizes characteristic of Perceived WOM Usefulness. Perceived eWOM Usefulness has several factors which are source credibility, information valence in the form of content review and ratings , and the total number of reviews that the restaurant has. However, which factor is the most significantly contribute to Perceived eWOM Usefulness in Zomato cannot be determined yet.The result of this study indicate that valence and source credibility has a significant positive contribution to the perceived eWOM usefulness, while total number of reviews does not have a significant contribution.From these result, the Zomato management should give a promotional event or reward system to encourage Zomato user using the like and share feature and Zomato need to improve the sorting for th review, that focused on review that recommend something.

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Tujuan dari penelitian ini adalah untuk mengetahui apakah persepsi yang timbul dari pribadi konsumen terhadap suatu produk perbankan, yaitu produk SMS Banking Mandiri, berpengaruh pada pembentukan sikap konsumen terhadap produk SMS Banking Mandiri itu sendiri. Sehubungan dengan tujuan tersebut hipotesis yang diajukan adalah untuk mengetahui apakah variable TAM (Technology Acceptance Model) yaitu : Usefulness, Ease of Use, Compatibility, Credibility, Self Efficacy, Risk, dan Cost mempunyai pengaruh yang signifikan terhadap variabel Attitude serta apakah variabel Attitude memiliki pengaruh yang signifikan terhadap Intention to Use. Populasi dari penelitian ini adalah seluruh nasabah Bank Mandiri. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non probability sampling, dan penentuan besarnya sampel adalah dengan menggunakan convenience sampling yaitu sebesar 200 orang. Sumber data yang digunakan adalah data primer dan data sekunder. Pengambilan data primer adalah dengan metode kuesioner. Analisis penelitian ini dengan menggunakan pengujian instrumen (uji validitas dan reliabilitas) dan analisis kuantitatif (Regresi Linier Berganda, Uji R2, Uji Statistik-t, Uji F). Hasil analisis dalam penelitian ini menunjukkan bahwa tidak semua variabel TAM mempunyai pengaruh yang signifikan terhadap variabel Attitude, namun variabel Attitude memiliki pengaruh yang relatif signifikan terhadap Intention to Use. Sebesar 64,6% pembentukan Attitude dipengaruhi oleh variabel TAM tersebut dan untuk variabel Attitude terhadap variabel Intention to Use mempunyai pengaruh sebesar 44,5%. ......The objective of this research is to discover if the personal perception of a consumer toward a Banking product, which is SMS-Banking Mandiri, have a relation in creating consumer attitude toward SMS-Banking Mandiri it self. According to the objective, the hipotesis is to find if TAM (Technology Acceptance Model) with variable: Usefulness, Ease of Use, Compatibility, Credibility, Self-Efficacy, Risk, and Cost have a significant relation toward variable Attitude, and does variable Attitude have a significant relation toward Intention to Use. The population in this research is the customers of Bank Mandiri. The sampling technique is using non probability sampling and number of sampel decided by using convenience sampling which is 200 respondents. Data resources come from primary and secondary data. The primary data collected using questionaire. The analysis is using instrumen test (validity and reliability test) and quantity test (Multiple Linear Regresion, R2 test, T-test, F-test). The result of research is showing that not all TAM variables have significant relations with Attitude variable, however, the Attitude variable have a relatively significant relation with variable Intention to Use. About 64,6% Attitude variable influenced by TAM variables and Attitude variable have influence toward Intention to Use variable around 44,5%.

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The green consumer movement is a reflection of people’s concern about the environment and has given rise to the green market. Companies that want to survive in this market must be able to apply a green label to all aspects of their business. This research aims to understand the influence of attitude, perceived value, and perceived price among customers on the decision to repurchase Javanony herbal products. The sampling technique in this study is purposive sampling. This study concludes that the attitude of customers who already have an understanding of green products is not completely supported by the company in applying green marketing to create higher value for its customers. Consumers are ready to pay for the extra value, will pay a premium price, and will repurchase only if they perceive extra value in the green product.

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Dalam berbelanja daring, ulasan dan penilaian pembeli terhadap barang atau jasa dapat menentukan sikap dan niat membeli dari calon pembeli yang membaca ulasan tersebut. Penelitian ini bertujuan untuk melihat pengaruh ulasan negatif dan respon manajerial terhadap sikap konsumen pada penjual di platform e-commerce. Studi eksperimental dilakukan terhadap partisipan dalam rentang usia 17-64 tahun, dimana partisipan dibagi ke dalam 4 kelompok yang diberikan stimulus ulasan negatif dan diikuti oleh kondisi respon manajerial yang berbeda. Digunakan alat ukur Attitude Toward the Reviewed Seller untuk mengukur sikap konsumen terhadap penjual, juga alat ukur Review Impression dan Perceived Diagnosticity of Negative Revie untuk mengukur impresi dan kesan yang didapatkan dari ulasan negatif. Hasil one-way analysis of variance menunjukkan bahwa terdapat perbedaan mean yang signifikan dari 4 kelompok eksperimen, dengan nilai mean tertinggi pada kelompok yang diberikan kondisi response rate dan response relevance yang tinggi. Kemudian, analisis Pearson Correlation menunjukkan bahwa terdapat korelasi yang signifikan antara Attitude Towards the Reviewed Seller dengan Review Impression dan dengan Perceived Diagnosticity of Negative Review. Oleh karena itu, respon penjual yang relevan dan dengan frekuensi yang banyak dalam menanggapi ulasan negatif di platform belanja e-commerce diperlukan sebagai upaya mengurangi efek buruk dari ulasan negatif, sehingga pada akhirnya dapat meningkatkan reputasi dan penjualan toko. .......In online shopping, reviews and ratings of goods can determine the attitudes and buying intentions of potential buyers who read the reviews. This study was aiming to see the effect of negative reviews and managerial response on consumer attitude towards sellers in e-commerce platforms. An experimental study was conducted on participants in the age range of 17 - 64 years old, where participants were divided into 4 groups that were given a negative review as stimulus, followed by different managerial response conditions. Consumer attitude towards seller was assessed using the Attitude Towards The Reviewed Seller measurement tool, while the impression and diagnosticity of negative reviews were assessed using the Review Impression and the Perceived Diagnosticity of Negative Review measurement tool. The results of one-way analysis of variance showed that there were significant differences in the mean of the 4 experimental groups, with the highest mean value in the group with the high managerial response rate and high managerial response relevance conditions. Meanwhile, the Pearson Correlation analysis showed that there was a significant correlation between consumer attitudes towards the seller and review impression and with the perceived diagnosticity of negative review. Therefore, relevant and frequent responses to negative reviews on e-commerce shopping platforms are needed as an attempt to reduce the adverse effects of negative reviews, and eventually to improve the store’s reputation and sales.

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Product placement or brand placement describes the integration of a product or a brand into a film, televised series, and other types of entertainment programming for promotional purposes. Product placement, as a variant of sponsorship, encompasses hybrid forms of promotion within mediated entertainment that share on main feature: the promotional intent is not made explicit but is ostensibly presented as a part of the dramatic entertainment. Little academic research to date has been conducted to study consumer attitude toward product placement in the form of webisode branded entertainment and their impact to advertisement attitude, brand image and purchase intention. Previous research regarding attitude towards product placement has shown that several antecedents were involved in shaping the brand attitude and purchase intention, including attitude towards the actor, attitude towards the character, attitude towards the movie, fit between the actor and brand, fit between character and brand and fit between movie and brand.

Tropicana Slim Stevia marketing strategy that integrates webisode as a form of branded entertainment and traditional advertisement create potential research for this topic. The research used survey method in this research to investigate the attitude antecedents that form brand attitude and purchase intention in an integrated marketing campaign that involves product placement (in form of webisode) and traditional advertising (in form of television advertisement). The research analyzed the primary data gathered using structural equation modeling (SEM) to investigate the relationships that may or may not happen from the proposed research model. The result of this research shows that attitude towards product placement has the highest influence on brand attitude, while attitude towards character has very high influence on attitude towards advertisement. There is also a positive relationship found between attitude towards webisode and television advertisement, proving the impact of webisode in shaping consumer advertisement attitude in a digital and traditional media convergence.

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Gamification adalah sebuah metode dimana unsur yang biasanya ditemukan pada permainan digunakan di dalam konteks non-permainan. Di Indonesia, metode gamification sudah dapat banyak ditemukan di berbagai media termasuk m-commerce. Go-jek dan Shopee adalah dua contoh dari m-commerce yang menggunakan fitur gamification. Go-jek dan Shopee juga menggunakan gamification pada program loyalitas kustomer mereka. Program loyalitas Go-jek dikenal dengan nama GoPoints, sementara program loyalitas Shopee dikenal dengan nama Koin Shopee. Tujuan dari dilakukannya penelitian ini adalah untuk melihat pengaruh yang dimiliki oleh gamification terhadap sikap terhadap program loyalitas kustomer dan intensi perilaku pada pengguna mcommerce dengan menggunakan pendekatan technology acceptance model, dan juga untuk mencaritahu apakah desain fitur permainan yang sederhana atau tidak memiliki pengaruh terhadap hasil penelitian atau tidak. Metodologi yang digunakan adalah penelitian deskriptif dengan cara menyebarkan online survey kepada seratus sampel yang menggunakan Go-jek dan memiliki pengalaman bermain swipe token pada Go-jek dan seratus sampel yang menggunakan Shopee dan memiliki pengalaman dalam bermain Shopee Games. Data yang terkumpul akan diproses menggunakan SmartPLS (Partial Least Square) dengan pendekatan structural equation modeling. Hasil penelitian pada desain gamification yang sederhana, gamification memiliki pengaruh langsung terhadap intensi perilaku dari pengguna m-commerce, tetapi gamification tidak memiliki pengaruh yang signifikan pada perceived usefulness. Pada desain gamification yang lebih rumit, walau pun gamification tidak dapat secara langsung mempengaruhi intensi perilaku, tetapi perceived usefulness dan perceived ease of use dapat memediasi pengaruh yang dimiliki oleh gamification terhadap intensi perilaku, sehingga membuat gamification memiliki pengaruh yang signifikan terhadap intensi perilaku. Terakhir, walau pun gamification memiliki pengaruh yang signifikan positif pada sikap pengguna terhadap program loyalitas, tetapi sikap pengguna terhadap program loyalitas tidak memiliki pengaruh yang signifikan positif pada intensi perilaku, sehingga membuatnya tidak dapat memediasi hubungan antara gamification dengan intensi perilaku. ......Gamification is a method where game elements are used in non-video game context such as business. In Indonesia gamification can be found in a lot of medias including mcommerce. Go-jek and Shopee is two examples of m-commerces that applied gamification on their services. Both Go-jek and Shopee use gamification on each of their own customer loyalty program. Go-jek loyalty program is known as GoPoints, while Shopee loyalty program is known as Koin Shopee. The aim of this research is to find-out the effect that gamification had towards both attitude towards customer loyalty program and behavioral intention on m-commerce users by using technology acceptance model approach, while also to find-out whether the simple or complicated design of the game affect the said results or not. Methodology used is descriptive research by distributing an online self-administered survey to one-hundred sample that use Go-jek and have an experience of playing Go-jek swipe token and one-hundred sample that use Shopee and have an experience of playing Shopee Games. Data that had been gathered will then be processed descriptively by using SmartPLS (Partial Least Square) with Structural Equation Modeling approach. Result is in a simple design gamification, gamification does directly affect behavioral intention of m-commerce user, but gamification does not have significant effect on perceived usefulness. On a more complicated gamification design, though gamification unable to directly affect behavioral intention, but both perceived usefulness and perceived ease of use able to mediate the effect between gamification and behavioral intention, making gamification have a significant effect on behavioral intention. Lastly though gamification have a positive significant effect on user attitude towards loyalty program, but attitude towards loyalty program does not have a significant effect on behavioral intention, rendering it unable to mediate gamification variable towards behavioral intention in both simple and complicated gamification design.

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Penelitian ini bertujuan untuk mengidentifikasi dan menguji faktor yang mempengaruhi penerimaan pengguna (user) Rekening Ponsel CIMB Niaga dan pengaruhnya pada pembentukan sikap pengguna terhadap keinginan untuk melanjutkan pemakaian produk layanan Rekening Ponsel. Analisis faktor tersebut dapat berguna dalam mengembangkan strategi marketing yang efektif dan efisien untuk menaikkan jumlah pengguna Rekening Ponsel. Sehubungan dengan tujuan tersebut, hipotesis yang diajukan dalam penelitian ini digunakan untuk mengetahui apakah variable TAM (Technology Acceptance Model) yaitu Usefulness, Ease of Use, Need for Interaction, Risk, Cost, dan Compatibility, berpengaruh secara signifikan terhadap variabel Attitude, serta apakah variabel Attitude memiliki pengaruh yang signifikan terhadap Continued Use Intention. Populasi dari penelitian ini adalah pengguna (user) Rekening Ponsel CIMB Niaga. Teknik sampling yang digunakan dalam penelitian ini adalah nonprobability sampling yaitu menggunakan convenience sampling sebesar 158 orang, dan analisis terhadap data dilakukan menggunakan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa perceived usefulness, ease of use, need for interaction, cost, compatibility, mempengaruhi penerimaan pengguna Rekening Ponsel CIMB Niaga. Selain itu, juga ditemukan bahwa variabel Attitude berpengaruh positif terhadap Continued Use Intention. ......This study aims to identify and examine the factors that influence user acceptance Rekening Ponsel CIMB Niaga and its influence on the formation of user attitudes towards the desire to continued use of Rekening Ponsel. Analysis of these factors may be useful in developing a marketing strategy that is effective and efficient to increase the number of users of Rekening Ponsel. According to the objective, the hypothesis is to find if TAM (Technology Acceptance Model) with variable: Usefulness, Ease of Use, Need for Interaction, Risk, Cost, and Compatibility, have a significant relation toward variable Attitude, and does variable Attitude have a significant relation toward on the Continued Use Intention. The population in this research is the user of Rekening Ponsel CIMB Niaga. The sampling technique is using non probability sampling and number of sampel decided by using convenience sampling which is 158 respondents. This followed by an analysis of the data with Structural Equation Model (SEM). The reasearch has provided us with an interesting observation whereby perceived usefulness, ease of use, need for interaction, cost, compatibility, affecting user acceptance Rekening Ponsel CIMB Niaga. The Attitude variable have a significant relation with variable Continued Use Intention.

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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.

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Skripsi ini mengeksplorasi pengaruh femvertising pada sikap konsumen Indonesia, dengan fokus pada hubungan antara pesan-pesan femvertising dan persepsi terhadap perusahaan. Femvertising menantang peran gender tradisional dengan memberdayakan perempuan melalui kampanye iklan. Dampaknya pada sikap konsumen Indonesia masih kurang diteliti. Penelitian ini mengisi kesenjangan tersebut dengan menyelidiki efek femvertising pada sikap konsumen. Temuan menunjukkan pengaruh positif pada sikap terhadap perusahaan, mencerminkan respon positif konsumen Indonesia. Namun, dukungan terhadap hak-hak perempuan dan identifikasi diri sebagai feminis memengaruhi sikap terhadap femvertising secara negatif. Memahami nuansa sikap konsumen Indonesia penting bagi pengiklan untuk menyusun strategi dan membentuk persepsi merek yang positif di antara konsumen Indonesia. ......This thesis explores femvertising's influence on Indonesian consumer attitudes, focusing on the relationship between femvertising messages and perceptions of the company. Femvertising challenges traditional gender roles by empowering women in ad campaigns. Its impact on Indonesian consumer attitudes remains understudied. The study fills this gap by investigating femvertising's effects on consumer attitudes. Findings reveal positive influence on attitudes toward the company, resonating with Indonesian consumers. However, support for women's rights and feminist self-identification negatively affects femvertising attitudes. Understanding nuances in Indonesian consumer attitudes is vital for advertisers to tailor strategies, fostering positive brand perception among Indonesian consumers.

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Di era modern, perkembangan industrial dan meningkatnya populasi dunia menaruh tanah pertanian dalam tekanan yang membuat manusia melakukan apapun untuk memperbaiki produksi pertanian yang sedang dalam tekanan krisis pertanian, hama yang tak terkontrol dan kesuburan tanah yang buruk. Oleh karena itu Badan Pangan dan Pertanian (FAO) menyarankan untuk mengimplementasikan pertanian organik untuk melestarikan lingkungan dunia yang menghasilkan panen makanan organi untuk manusia. Di Indonesia, konsumsi makanan organik mulai berkembang dan menjadi konsumen potensial di masa depan. Saat pandemi COVID-19, dilaporkan makanan organik di Indonesia meningkat permintaan nya. Berdasarkan fenomena tersebut, penelitian ini bertujuan untuk menganalisa intensi beli terhadap makanan organik dengan menggunakan variabel health consciousness, consumer knowledge, dan subjective norms sebagai faktor dalam sikap konsumen dan intensi beli terhadap makanan organik dan selain itu consumer attitude sebagai peranan mediasi untuk purchase intention. Penelitian ini dapat mengumpulkan 205 responden dari Indonesia yang pernah membeli makanan organic saat pandemic COVID- 19 untuk mengisi kuesioner secara online dan dianalisa menggunakan Structural Equation Modelling (SEM). Penemuan dalam penelitian ini menunjukkan bahwa consumer attitude, consumer knowledge dan subjective norms memiliki pengaruh signifikan pada purchase intention sedangkan environmental concern dan health consciousness terhadap hubungan pada purchase intention telah dimediasi penuh oleh consumer attitude. ...... In this modern era, industrial development and increasing population of the world put agricultural land under pressure which makes people do anything to improve the production of agriculture under the pressure of crisis in agriculture, uncontrolled pests, and bad fertility. Hence, Food and Agricultural Organization (FAO), suggest implementing organic agriculture to preserve the world environment which harvest the organic foods for the people. In Indonesia, the organic food consumption starts emerging and could become the potential consumer in coming years. During pandemic of COVID-19, it reported that organic foods in Indonesia is increased in terms of demand. Based on the phenomenon, this research aims to analyzed the intention to purchase towards organic foods by using the variables of health consciousness, environmental concern, consumer knowledge, and subjective norms as a factors of consumer attitude and purchase intention towards organic food while consumer attitude as mediating role to purchase intention towards organic foods. The research was gathered 205 respondents from Indonesia that bought organic foods during COVID-19 pandemic to fill the online questionnaire and then analyzed using Structural Equation Modelling (SEM). The findings showed that consumer attitude, consumer knowledge and subjective norms have a significant influence on purchase intention while environmental concern and health consciousness in its relationship on purchase intention has been fully mediated by consumer attitude.