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Abstrak :
Penelitian in bertujuan untuk mengetahui bagaimana pengaruh dari perceived credibility of online job advertisement dan employer branding terhadap intention to apply dengan daya tarik organisasi sebagai variabel mediasi yang dilihat pada perusahaan tech start-up di Indonesia. Penelitian in juga memasukan karakteristik generasi Z yang diindikasikan memiliki karakteristik yang berbeda dengan generasi lainnya. Responden penelitian berjumlah 260 orang yang merupakan para pencari kerja generasi Z yang berdomisili di Jabodetabek. Metode penelitian menggunakan metode kuantitatif dengan analisis Structural Equation Model (SEM). Hasil dari penelitian ini menunjukan bahwa terdapat pengaruh yang positif dan signifikan antara perceived credibility of online job advertisement dan employer branding terhadap intention to applyyang dimediasi secara parsial oleh variabel daya tarik organisasi. ......The study aims to determine the influence of perceived credibility of online job advertisements and employer branding on intention to apply, with organizational attractiveness as a mediating variable, in tech start-up companies in Indonesia. The study also incorporates the characteristics of Generation Z, who are indicated to have distinct characteristics compared to other generations. The research respondents consist of 260 individuals who are job seekers from Generation Z residing in the Greater Jakarta area. The research method employed is quantitative using Structural Equation Model (SEM) analysis. The results of this study indicate that there is a positive and significant influence of perceived credibility of online job advertisements and employer branding on intention to apply, partially mediated by the organizational attractiveness variable.

Abstrak :
Pada studi terdahulu, ekspresi emosi pelapor ditemukan berperan dalam mempengaruhi persepsi kredibilitas laporan kasus kekerasan seksual. Meskipun ekspresi emosi pelapor tidak berkaitan dengan kejujuran dan kebenaran laporan, laporan yang menunjukkan pelapor dengan ekspresi emosi negatif ditemukan lebih dipersepsikan kredibel dibanding laporan dari pelapor dengan ekspresi emosi netral atau disebut juga sebagai Emotional Victim Effect (EVE). Untuk lebih jauh memahami pengaruh EVE pada persepsi kredibilitas laporan kasus kekerasan seksual, peneliti melakukan penelitian eksperimen dengan melibatkan petugas kepolisian Indonesia (N=140) yang direkrut melalui Sekolah Tinggi Ilmu Kepolisian dan Unit Pengaduan Perempuan dan Anak (PPA) Polda Metro Jaya. Partisipan polisi mendapatkan video stimulus yang berisikan tayangan seorang perempuan dewasa muda melaporkan kekerasan seksual yang dialaminya. Peneliti melakukan manipulasi variabel ekspresi emosi yang mempresentasikan pelapor dengan ekspresi emosi negatif dan ekspresi emosi netral. Temuan utama menunjukkan tidak adanya pengaruh yang signifikan dari ekspresi emosi negatif pelapor terhadap persepsi petugas polisi terkait kredibilitas laporan kekerasan seksual. Namun, temuan eksploratif menunjukkan adanya kehadiran EVE pada dua aspek persepsi kredibilitas laporan dari pelapor dengan ekspresi emosi negatif. Temuan penelitian ini menyarankan adanya peningkatan kapasitas bagi petugas polisi terkait isu korban kekerasan seksual dan juga pengembangan metode dalam investigasi kredibilitas yang lebih objektif dan akurat. ......Previous studies shown that the emotional expression of complainant was found to play a role in influencing the credibility of sexual violence allegation report cases. Although complainant's emotional expression is not related to the honesty and veracity of the complainant's statement, reports from complainant with negative emotional expressions were found to be perceived as more credible than reports from complainant with neutral emotional expressions or also known as the Emotional Victim Effect (EVE). To further understand the effect of EVE on perceived credibility of sexual violence case reports, researcher conducted an experimental study involving Indonesian police officers (N=140) who were recruited from Sekolah Tinggi Ilmu Kepolisian and Special Unit for Women and Children Case or Unit Pengaduan Perempuan dan Anak (PPA) Polda Metro Jaya. Police participants received a stimulus video containing footage of a young adult woman reporting sexual violence she had experienced. Present study manipulated the emotional expression variable which presented the complainant with negative emotional expressions and neutral emotional expressions. The main finding show that there is no significant effect of complainant's negative emotional expressions on police officer perceptions regarding the credibility of the sexual assault report. However, exploratory findings indicate the presence of EVE on two aspects of the perceived credibility of report from complainant with negative emotional expressions. The findings of this study suggest capacity building for police officers regarding the issue of victims of sexual assault and also the development of methods in investigating credibility that are more objective and accurate.

Abstrak :
Kehadiran Internet dan media digital telah mengubah cara berita disajikan dan menimbulkan fenomena clickbait. Clickbait sebagai daya tarik dalam tajuk berita yang digunakan media berita online seringkali ditemui di media sosial seperti Twitter. Penelitian ini menganalisis hubungan antara clickbait dan persepsi kredibilitas outlet berita online di media sosial. Penelitian kuantitatif ini menggunakan kuesioner online yang diambil menggunakan teknik convenience sampling pada dewasa muda berumur 18-35 tahun yang tinggal di area Jabodetabek dan secara aktif mengakses berita online di Twitter. Pengujian dilakukan dengan uji ANOVA dan analisis regresi linier sederhana yang menemukan hasil bahwa terdapat pengaruh yang signifikan antara clickbait dan persepsi kredibilitas outlet berita online. Ditemukan pula tiga hal utama yang menjadi pertimbangan dewasa muda di Indonesia untuk mengklik berita online di Twitter yaitu topik berita, tajuk utama, dan media atau sumber berita yang mempublikasikan.

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The presence of the Internet and digital media has changed the way news is presented and creates a clickbait phenomenon. Clickbait as the lure in online news headlines is often found on social media such as Twitter. This study analyses the relationship between clickbait and perceived credibility of online news outlet on social media. This quantitative study uses online questionnaires that was taken using convenience sampling techniques among young adults aged 18-35 years old who live in Jabodetabek area and actively access online news on Twitter. The tests were measured using ANOVA tests and simple linear regression analysis which found that there is a significant effect between clickbait and perceived credibility of online news outlet on social media. It is also found that there are three main considerations of young adults to click on the online news on Twitter which are the news topic, headlines, and the news source.

Abstrak :
Perkembangan modest fashion di Indonesia meningkat pesat dalam beberapa tahun terakhir. Sejak pandemi, pada tahun 2020, beberapa modest fashion brand ternama di Indonesia mulai mengalihkan strategi penjualan mereka ke ranah online, salah satunya melalui media sosial Instagram. Oleh karena itu, pemasaran produk modest fashion brand dengan menggunakan jasa social media influencer (SMI) sedang berkembang dengan pesat. Penelitian ini ingin mengetahui peran mediasi dari perceived credibility dan perceived religiosity SMI terhadap brand attitude dan purchase intention pada modest fashion brand di Indonesia, serta peran moderasi dari hedonic value pada produk tersebut. Penelitian ini menggunakan metode kuantitatif single cross-sectional dengan jumlah responden sebanyak 246 orang wanita pengguna aktif Instagram. Data dalam penelitian ini diolah menggunakan AMOS 24 dengan metode SEM. Hasil dari penelitian ini menunjukkan bahwa perceived expertise, goowill, dan trustworthiness, serta perceived religiosity yang dimiliki oleh SMI mampu memediasi hubungan antara SMI power dan brand attitude. Kemudian, hedonic value dari produk modest fashion brand juga mampu mempengaruhi purhcase intention.  ......In recent years, modest fashion has grown significantly in Indonesia. Since the pandemic in 2020, some well-known modest fashion companies in Indonesia have started to change their focus from offline to online sales, using Instagram as one of the strategies. As a result, social media influencers (SMI) in marketing strategies are expanding. This study wants to analyze the mediating role of perceived credibility and religiosity of SMI on brand attitude and purchase intention of modest fashion brands in Indonesia, as well as the effects of hedonic value on the product. This study included 246 respondents who are active female Instagram users and used a single cross-sectional quantitative methodology. The data was processed using AMOS 24 with the SEM method. This research offers empirical evidence on the mediating effect of expertise, goodwill, trustworthiness, and religiosity between SMI power and brand attitude. Furthermore, the result of this study also shows that moderating effect of the hedonic value on the product from modest fashion brands impacts the purchase intention.

Abstrak :
Fenomena akselerasi pertumbuhan penggunaan sosial media pada kalangan Gen Z merupakan peluang bagi pemasar untuk menyusun strategi pemasaran digital. Dalam konteks pemasaran pariwisata, User-Generated Content telah menjadi sumber informasi yang berharga bagi para wisatawan dalam membuat keputusan perjalanan. Penelitian ini mencoba memberikan gambar pengaruh dari User-Generated Content terhadap Niat Perjalanan Wisata Gen Z yang dimediasi oleh perceived credibility, perceived usefulness, dan destination image di Platform Instagram. Metode secara kuantitatif dengan online kuesioner 346 responden digunakan untuk melihat pengaruh UGC dengan Visit Intention. Hasil dalam penelitian ini menunjukkan bahwa Emotional User-Generated Content mempengaruhi Visit Intention di platform instagram sehingga dapat dijadikan strategi bagi pemasar. ......The phenomenon of accelerated growth in social media usage among Gen Z is an opportunity for marketers to develop digital marketing strategies. In the context of tourism marketing, User-Generated Content has become a valuable source of information for tourists in making travel decisions. This research tries to illustrate the influence of User-Generated Content on Gen Z visit intention mediated by perceived credibility, perceived usefulness, and destination image on the instagram platform. A quantitative method with an online questionnaire of 346 respondents was used to see the effect of UGC with Visit Intention. The results in this study indicate that Emotional User-Generated Content affects Visit Intention on the Instagram Platform so that it can be used as a strategy for marketers.

Abstrak :
Saat ini, banyak produk sistem pembayaran Fintech seperti e-money, mobile payment dan lain sebagainya yang beredar di kalangan masyarakat di Indonesia. Hal ini memberikan beragam pilihan sistem pembayaran bagi masyarakat, sehingga masyarakat bisa memilih sendiri sistem pembayaran mana yang menjadi preferensi masyarakat atau customer dalam memilih sistem pembayaran, apakah menggunakan Financial Technology (Fintech) atau konvensional. Technology Acceptance Model (TAM) yang diperkenalkan oleh Davis (1989) digunakan untuk menjelaskan adaptasi Teknologi Informasi (TI) oleh penggunanya dengan menggunakan instrumen persepsi manfaat dan persepsi kemudahan penggunaan. Dalam penelitian ini, TAM digunakan sebagai framework untuk membantu menjelaskan penggunaan sistem pembayaran Fintech menggunakan instrumen seperti persepsi manfaat, persepsi kemudahan penggunaan, presepsi kredibilitas, promosi Fintech yang mendukung customer memiliki niat untuk menggunakan sistem pembayaran Fintech. Tool yang digunkan untum memproses data dalam penelitian ini menggunakan Lisrel yang merupakan salah satu aplikasi yang digunakan dalam Structural Equation Modelling (SEM). Hasil dan kesimpulan yang diperoleh yaitu persepsi kemudahan memiliki efek positif terhadap persepsi manfaat, persepsi kemudahan penggunaan memiliki efek positif terhadap persepsi kredibilitas, persepsi kemudahan penggunaan tidak memiliki efek positif terhadap promosi Fintech, persepsi kemudahan penggunaan tidak memiliki efek positif terhadap niat untuk menggunakan, persepsi manfaat memiliki efek positif terhadap promosi Fintech, persepsi manfaat memiliki efek positif terhadap niat untuk menggunakan, persepsi kredibilitas tidak memiliki efek positif terhadap niat untuk menggunakan dan promosi Fintech memiliki efek positif terhadap niat untuk menggunakan.

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Many Fintech payment system products nowadays, for example e-money, mobile payments etc., are circulating among people in Indonesia. This provides a variety of payment system options for people, so that people can choose for themselves which payment system is the peoples or the customers preference in choosing a payment system, whether using Financial Technology (Fintech) or conventional. The Technology Acceptance Model (TAM) introduced by Davis (1989) is used to explain the adaptation of Information Technology (IT) by its users by using variables of perceived usefulness and perceived ease of use. In this study, TAM is used as a framework to help explain the adoption of the Fintech payment system using instruments such as perceived usefulness, perceived ease of use, perceived credibility, Fintech promotions that support customers have the intention to use the Fintech payment system. The tool to process data in this study uses Lisrel which is one of the applications used in Structural Equation Modelling (SEM). The result and conclusion obtained are perceived ease of use has a positive effect on perceived usefulness, perceived ease of use has a positive effect on perceived credibility, perceived ease of use has no positive effect on Fintech promotion, perceived ease of use has no positive effect on intention to use, perceived usefulness has a positive effect on Fintech promotion, perceived usefulness has a positive effect on intention to use, perceived credibility has a positive effect on intention to use and Fintech promotion has a positive effect on intention to use.

Abstrak :
Media sosial merupakan salah satu wadah besar dan potensial bagi pemasar untuk memasarkan sebuah produk atau layanan kepada khalayak luas. Media sosial menawarkan begitu banyak cara bagi para pemasar untuk memasarkan produk atau brand mereka, salah satunya adalah dengan bekerja sama dengan para influencers. Perusahaan-perusahaan menyadari adanya kekuatan persuasif yang dimiliki oleh para influencers atas para pengikutnya, dengan mengajak kerjasama para influencers agar mempromosikan produk mereka. Demikian penelitian ini akan melihat kontribusi influencers terhadap purchase intention konsumen terhadap brand fashion wanita lokal yang ada pada media sosial TikTok. TikTok merupakan salah satu media sosial incaran para pemasar, dimana video TikTok bergerak sesuai dengan tren yang ada. Tren dapat berupa gerakan, suara, hingga produk yang diunggah sebagai konten video oleh para pengguna. Pada masa kini, brand pakaian lokal Indonesia cukup diminati, tentu dengan adanya bantuan media sosial dan influencer sebagai media pemasaran. Penelitian ini juga akan difokuskan pada produk pakaian wanita, untuk melihat hasil penelitian yang lebih spesifik, dan berbeda dengan penelitian sebelumnya yang lebih general. Maka itu, penelitian ini akan difokuskan untuk brand fashion wanita yang berbasis di Indonesia, untuk memberikan gambaran yang berbeda dengan penelitian sebelumnya. Penelitian ini bertujuan untuk melihat faktor TikTok fashion influencer terhadap purchase intention brand local Wanita. Penelitian ini menggunakan pendekatan kuantitatif, melalui penyebaran kuesioner secara online kepada minimal 180 responden, menggunakan pendekatan purposive sampling. Data diolah menggunakan metode analisis Structural Equation Modeling (SEM). Hasil menunjukan bahwa terdapat hubungan secara positif antara perceived credibility, trust, perceived behavioral control, perceived expertise, perceived congruence dengan attitude toward the influence. Kemudian adanya hubungan secara positif antara attitude toward the influence dengan brand attitude dan purchase intention, serta brand attitude dengan purchase intention. Namun, tidak terdapat hubungan antara subjective norms dengan attitude toward the influencer. ......Social media is one of the big and potential forums for marketers to market a product or service to a wide audience. Social media offers so many ways for marketers to market their products or brands, one of which is by working with influencers. Companies recognize the persuasive power that influencers have over their followers, by inviting influencers to collaborate to promote their products. Thus, this study will look at the contribution of influencers to consumer purchase intentions towards local women's fashion brands on TikTok social media. TikTok is one of the social media targeted by marketers, where TikTok videos move according to existing trends. Trends can be in the form of movement, sound, to products uploaded as video content by users. Nowadays, local Indonesian clothing brands have very high demand, of course with the help of social media and influencers as marketing media. This research will also focus on women's clothing products, to see the results of research that are more specific, and different from previous research that is more general. Therefore, this research will focus on women's fashion brands based in Indonesia, to provide a different picture from previous research. This study aims to look at the TikTok fashion influencer factor on the purchase intention of local women's brands. This study uses a quantitative approach, by distributing online questionnaires to a minimum of 180 respondents, using a purposive sampling approach. The data was processed using the Structural Equation Modeling (SEM) analysis method. The results show that there is a positive relationship between perceived credibility, trust, perceived behavioral control, perceived expertise, perceived congruence and attitude toward the influence. Then there is a positive relationship between attitude toward the influence with brand attitude and purchase intention, and brand attitude and purchase intention. However, there is no relationship between subjective norms and attitude toward the influencer.

Abstrak :
Emotional Victim Effect (EVE) menjelaskan bagaimana ekspresi emosi pada korban berdampak pada persepsi kredibilitas laporannya. EVE ditemukan dalam berbagai penelitian terhadap korban kekerasan seksual perempuan. Namun, EVE masih belum banyak dieksplorasi untuk korban laki-laki. Pada penelitian ini, peneliti melakukan eksperimen untuk mengetahui apakah EVE ditemukan pada laki-laki korban kekerasan seksual. Partisipan penelitian ini merupakan mahasiswa Ilmu Hukum yang telah lulus mata kuliah hukum acara pidana (N=138) yang direkrut menggunakan teknik pengambilan sampel convenience sampling. Partisipan menyaksikan video tentang seorang laki-laki yang melaporkan kejadian kasus kekerasan seksual yang dialaminya. Kelompok eksperimen menyaksikan video korban dengan ekspresi emosi negatif yang kuat sedangkan kelompok kontrol menyaksikan video korban dengan ekspresi emosi netral. Hasil utama penelitian ini adalah EVE tidak ditemukan pada laki-laki korban kekerasan seksual karena tidak terdapat pengaruh yang signifikan dari ekspresi emosi negatif korban terhadap persepsi kredibilitas laporannya. Selanjutnya, penelitian ini juga menemukan bahwa semakin tinggi penerimaan mitos pemerkosaan laki-laki berhubungan dengan semakin rendahnya persepsi kredibilitas terhadap korban. Temuan pada penelitian ini menyoroti pentingnya upaya peningkatan pemahaman dan sensitivitas oleh masyarakat terutama aparat penegak hukum terhadap laporan kekerasan seksual laki-laki. ......Emotional Victim Effect (EVE) explains how a victim's expression of emotion impacts the perceived credibility of their report. EVE was found in various studies of female victims of sexual assault. However, EVE has still not been explored much for male victims. In this study, researcher conducted an experiment to find out whether EVE was found in male victims of sexual assault. The participants in this research were law students who had passed the criminal procedural law course (N=138) who were recruited using convenience sampling techniques. Participants watched a video of a man reporting a case of sexual assault he had experienced. The experimental group watched a video of a victim with strong negative emotional expressions while the control group watched a video of a victim with neutral emotional expressions. The main result of this research is that EVE was not found in male victims of sexual assault because there was no significant effect of the victim's negative emotional expression on the perceived credibility of his report. Furthermore, this research also found that higher acceptance of male rape myths was associated with lower perceived credibility towards the victim. The findings of this research highlight the importance of efforts to increase understanding and sensitivity by the community, especially law enforcement officers, towards reports of male sexual assault.

Abstrak :
Tesis ini membahas pengaruh aspek-aspek iklan display dan pencarian kata kunci pada e-commerce Shopee Indonesia dan Tokopedia terhadap intention to purchase (niat pembelian konsumen). Penelitian menggunakan pendekatan kuantitatif dengan konsep-konsep Theory of Reasoned Action (TRA) dan Theory of Planned Behavior (TPB). Dari 595 responden penelitian yang diuji dengan analisis jalur menyiratkan adanya pengaruh perceived informativeness, perceived entertainment, dan perceived credibility terhadap perceived ad value. Perceived ad value, perceived entertainment, perceived credibility, dan perceived interactivity secara bersama-sama berpengaruh positif terhadap attitude towards ads. Di sisi lain, attitude towards ads, perceived ease of use, dan subjective norms memiliki pengaruh positif terhadap intention to purchase. ......This thesis examines the impact of display and search advertising aspects on the e-commerce platforms of Shopee Indonesia and Tokopedia on consumers' intention to purchase. The research employs a quantitative approach based on the concepts of the Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB). Among the 595 research respondents analyzed through path analysis, the results suggest that perceived informativeness, perceived entertainment, and perceived credibility influence perceived ad value. Collectively, perceived ad value, perceived entertainment, perceived credibility, and perceived interactivity positively impact the attitude towards ads. Conversely, attitude towards ads, perceived ease of use, and subjective norms positively influence the intention to purchase.