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"Tingginya kesadaran masyarakat untuk menjaga kelestarian alam menyebabkan perubahan perilaku pembelian masyarakat (consumer purchase behavior) menjadi lebih ramah lingkungan. Dalam hal ini, green marketing dinilai sebagai cara yang inovatif bagi perusahaan untuk memperoleh keunggulan kompetitif sekaligus kesuksesan. Tren green marketing dapat ditinjau dari industri kosmetik, dimana brand kosmetik yang menerapkan praktik green marketing diperkirakan akan mengalami pertumbuhan di masa depan. Namun, masih terdapat pula konsumen di Indonesia yang belum sadar akan pentingnya membeli produk ramah lingkungan (green product) sehingga diperlukan green marketing tools, seperti eco-label, eco-brand, dan environmental advertisement agar bisa mengkomunikasikan green product, khususnya kosmetik ramah lingkungan (green cosmetics) secara lebih intens. Oleh sebab itu, penelitian ini berupaya meneliti pengaruh eco-label, eco-brand, dan environmental advertisement terhadap consumer purchase behavior pada konsumen di Jabodetabek dari salah satu brand kosmetik yang mengadopsi ketiga green marketing tools tersebut, yakni Oasea. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik penarikan sampel berupa non-probability purposive sampling. Sampel dalam penelitian ini sebanyak 100 responden. Kemudian data diolah menggunakan teknik analisis regresi berganda melalui software IBM SPSS Statistics versi 25. Hasil penelitian menunjukkan bahwa seluruh hipotesis diterima. Secara parsial, eco-label, eco-brand, dan environmental advertisement memiliki pengaruh yang positif dan signifikan terhadap consumer purchase behavior.

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The high level of public awareness of preserving nature has led to changes in consumer purchasing behavior to become more environmentally friendly. In this case, green marketing is considered an innovative way for companies to gain competitive advantage and success. However, there are still consumers in Indonesia who are not yet aware of the importance of buying green products, so green marketing tools are needed, such as eco-labels, eco-brands, and environmental advertisements in order to communicate green products, especially green cosmetics more intensely. Oasea is one of the cosmetic (skin care) brands that applies eco-labels, eco-brands and environmental advertisements. The aim of this research is to analyze the influence of eco-labels, eco-brands, and environmental advertisements on consumer purchase behavior. This research uses a quantitative approach and survey methods on Oasea consumers in Jabodetabek aged at least 18 years with a sample size of 100 people. The research results show that partially each of eco-label, eco-brand, and environmental advertisement has a positive and significant effect on consumer purchase behavior. Research also reveals that eco-labels, eco-brands, and environmental advertisements simultaneously have a positive and significant effect on consumer purchase behavior."

"ABSTRAKRumah Sakit YPK Mandiri Menteng merupakan rumah sakit yang mengedepankanpelayanan kesehatan ibu dan anak sebagai pelayanan unggulannya. Kunjungan pasienantenatal care di usia kehamilan >36 minggu pada tahun 2016 di Poliklinikkebidanan dan kandungan Rumah Sakit YPK Mandiri cukup tinggi, namun angkapersalinan masih rendah dan belum pernah diteliti apa penyebabnya. Penelitian iniadalah jenis penelitianstudi kasus dengan pendekatan kualitatif.Pengumpulan datadilakukan melalui wawancara mendalam kepada pasien bersalin dan tidak bersalin diRumah Sakit YPK Mandiri serta informan yang merupakan triangulasi. Hasilpenelitian menunjukkan bahwa sebagian besar keputusan pasien memanfaatkanpelayanan persalinan adalah karena pengalaman dan dokter, sedangkan faktor yangberhubungan dengan keputusan pasien tidak memanfaatkan pelayanan persalinan diRumah Sakit YPK Mandiri adalah keberadaan keluarga, jarak, dan tarif persalinan.Bagian pemasaran perlu lebih mengoptimalkan media promosi yang sudah ada sepertiSMS, Banner, Flyer serta website rumah sakit terutama untuk mempromosikanpelayanan unggulan, memberikan infromasi terbaru dan lengkap terkait produk ataujasa layanan yang ditawarkan kepada pelanggan, serta menjalin kerjasama denganrekanan perusahaan atauHRD perusahaan yang berada disekitar wilayah Rumah SakitYPK melalui pemberian leaflet atau brosur guna memperluas jangkauan pemanfaatanpelayanan di rumah sakit.

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ABSTRACTYPK Mandiri Hospital Menteng is a hospital that prioritizes mother and child healthservices as its superior service. The visit of antenatal care patients at gestational age>36 weeks in 2016 in obstetric clinics and YPK Mandiri Hospital content is quite high,but the birth rate is still low and has not been studied what causes it. This research isa case study research with a qualitative approach. Data collection was conductedthrough in-depth interviews with maternity and unborn patients at YPK MandiriHospital and informants who were triangulated. The results showed that most of thepatient's decision to utilize delivery service was due to experience and doctors, whilefactors related to the decision of the patient did not utilize the delivery service at YPKMandiri Hospital were the existence of the family, distance, and delivery rates. Themarketing department needs to further optimize the existing promotional media suchas SMS, Banner, Flyer and hospital website, especially to promote superior services,provide the latest and complete information related to the products or services offeredto customers, and establish cooperation with corporate partners or corporate HRDWhich is located around the area of YPK Hospital through the provision of leaflets orbrochures to expand the reach of utilization of services in the hospital."

"Penelitian ini akan membahas mengenai penerapan hyper-personalization yang di refleksikan melalui variabel attitude, subjective norm, perceived ease of use, dan perceive usefulness. Keempat variabel tersebut akan mengukur pengaruh terhadap consumer purchase behavior melalui behavioral intention pada pelanggan Zalora di Jakarta. Penerapan hyper-personalization diterapkan oleh Zalora melalui penawaran email, notifikasi, dan fitur aplikasi. Pengukuran penerapan tersebut dikaji melalui variabel attitude, subjective norm, perceived ease of use, dan perceived usefulness. Hubungan antar variabel ini diukur melalui pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada 100 responden yang merupakan pelanggan Zalora. Ketentuan pelanggan tersebut pernah membeli produk Zalora dan pernah menerima penawaran email, notifikasi, dan mengetahui fitur personalisasi aplikasi Zalora. Hasil penelitian menunjukkan bahwa variabel perceived usefulness memiliki pengaruh paling signifikan terhadap consumer purchase behavior maupun behavioral intention secara hubungan langsung maupun tidak langsung. Hasil dari implementasi dari hyper-personalization di Zalora ditujukan untuk keberlanjutan startegi digital marketing di e-commerce pada industri pakaian dan kecantikan serta akan didiskusikan berserta saran bagi penelitian kedepannya.

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This study will discuss the application of hyper-personalization which is reflected through the variables of attitudes, subjective norms, perceived ease of use, and perceived usefulness. The four variables in this study will measure the influence on consumer purchasing behavior through behavioral intention to Zalora customers in Jakarta. Zalora's application of hyper-personalization through email offers, notifications and application features. Measurement of the application is examined through the variables of attitudes, subjective norms, perceived ease of use, and perceived usefulness. The relationship between variables measured through a quantitative approach with data through a questionnaire to 100 respondents who are Zalora customers. The provisions of this customer have purchased Zalora products and have received email offers, notifications, and seen the Zalora application's personalization features. The results showed that the variable felt had the most significant influence on consumer purchasing behavior and behavioral intention in a direct or indirect relationship. The results of the hyper-personalization implementation at Zalora are aimed at the sustainability of digital marketing strategies in e-commerce in the clothing and beauty industry and will be discussed along with suggestions for future research."