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"Penelitian ini membahas pengaruh personal dan sosial remaja sebagai segmen konsumen yang potensial bagi pasar produk dengan merek mewah dengan mengadopsi model penelitian yang sebelumnya telah dilakukan oleh Gil et al. (2012). Data dari 370 responden berusia 14-19 tahun dianalisis dengan metode Structural Equation Modeling (SEM).Studi ini memperlihatkan interdependent self construal, materialism dan social consumption motivation mempengaruhi sikap remaja terhadap merek mewah secara positif. Self-concept clarity dan independent self construal tidak terbukti mempengaruhi social consumption motivation secara negatif. Peer pressure terbukti mempengaruhi hubungan selfconcept clarity pada social consumption motivation.

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This research discussed about the personal and social influences on teens as a potential consumer segment in luxury brand market by adopting the research model previously conducted by Gil et al. (2012). Data from 370 respondents consisted of teenagers between the age of 14-19 were analyzed using Structural Equation Modeling (SEM).This study demonstrated that interdependent self construal, materialism, and social consumption motivation affect attitude toward luxury brands among teens positively. Self-concept clarity and independent self construal were not proved affected social consumption motivation negatively. Peer pressure was proved that it affected the relationship between self-concept clarity and social consumption motivation."

"Penelitian ini bertujuan untuk mengungkap hubungan antara religiositas dan motivasi untuk mengonsumsi film horor Islami. Di Indonesia, horor religius telah menjadi subgenre yang berkembang secara signifikan selama beberapa tahun terakhir, meskipun representasi simbol-simbol agama dalam film horor dapat ditelusuri kembali ke era Orde Baru. Studi terdahulu telah meneliti hubungan antara agama dan horor—bagaimana industri film menumbangkan simbol-simbol agama, memanfaatkan ketakutan yang dimotivasi oleh agama, dan bagaimana film horor berfungsi sebagai media yang tidak konvensional untuk propaganda agama. Yang luput dari penelitian-penelitian ini adalah masyarakat yang jarang diperlakukan sebagai aktor kontributor dalam tren ini, karena penawaran juga mengikuti permintaan. Menggunakan pendekatan mixed methods dengan desain sekuensial eksplanatori, total 276 responden dan tiga wawancara mendalam terkumpul. Analisis bivariat dan multivariat mengungkapkan hubungan positif yang signifikan antara religiositas dan motivasi untuk mengonsumsi film horor Islami, dan bahwa religiositas paling memengaruhi motivasi Gen Z dibandingkan dengan Gen X dan Milenial. Temuan ini mencerminkan munculnya desekularisasi yang termanifestasi melalui  komodifikasi agama di media, termasuk genre horor. Selain itu, perbedaan hasil berdasarkan kelompok generasi berkorelasi dengan perbedaan persepsi tentang agama di media sosial dan pendidikan agama pada masa remaja.

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This study aims to uncover the relationship between religiosity and motivation to consume Islamic horror films. In Indonesia, religious horror has become a significantly growing subgenre over the past few years, although the representation of religious symbols in horror films can be traced back to the New Order era. Previous studies have examined the relationship between religion and horror–how the film industry subverts religious symbols, capitalizes on religiously motivated fears, and how horror films serve as an unconventional medium for religious propaganda. What went unnoticed from these studies is that society is rarely treated as a contributing actor in this trend, as supply also follows demand. Using a specific mixed methods approach with an explanatory sequential design, a total of 276 respondents and three in-depth interviews were conducted. Bivariate and multivariate analyses revealed a significant positive relationship between religiosity and motivation to consume Islamic horror movies, and that religiosity most influences motivation among Gen Z compared to Gen X and Millennials. These findings reflect the rise of desecularization manifested by the commodification of religion in the media, including the horror genre. Moreover, the differences in results by generational cohorts are related with differences in perceptions of religion in social media and religious education in adolescence. "

"ABSTRAKPenelitian ini bertujuan untuk mempelajari tentang self concept, kesadaran terhadap brand dan faktor-faktor motivasi konsumsi conspicuous consumption dan brand self congruency yang ada di dalam diri masyarakat perkotaan di Jabodetabek terhadap luxury smartphone yaitu Apple iPhone 6 sehingga mempengaruhi perilaku nyata konsumen untuk melakukan loyalitas terhadap brand dan memiliki minat beli. Penelitian ini menggunakan metode penelitian kuantitatif dengan desain deskriptif.Hasil analisis data dari 140 responden yang menggunakan Structural Equation Modeling (SEM) ini menyarankan bahwa pemasar luxury smartphone perlu memahami self concept yaitu kesadaran diri di mata publik, membangun kepribadian brand yang dapat diterima dan memiliki kongruensi dengan diri konsumen dan mempertahankan nilai luxury pada brand yang dapat menggambarkan status tertentu di masyarakat sehingga dapat mempengaruhi brand loyalty dan purchase intention konsumen terhadap brand tersebut.

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ABSTRACT

This research aims to study the self concept, brand consciousness, and consumption motivations (conspicuous consumption and brand self congruency) of urban people in Jakarta Greater Area towards Apple iPhone 6 as luxury smartphone. These factors will affect consumers? real behavior to have brand loyalty and purchase intention towards the product and the brand. This research used quantitative research method with descriptive design.

The result of 140 respondents? data analysis using Structural Equation Modeling (SEM). suggested that the luxury smartphone marketers need to understand the self concept?public self consciousness, to build brand personality that can be accepted and having congruence with consumers? self concept, and maintain the luxury value of brand that could describe specified status in the society so can affect consumers? brand loyalty and purchase intention towards the brand."