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Abstrak :
Penerapan pemasaran digital saat ini semakin banyak dilakukan mengingat persaingan industri terutama bidang e-commerce semakin ketat. Sebagai salah satu e-commerce terbesar di Indonesia, Shopee telah mengadopsi sebuah penggunaan teknologi augmented reality virtual try on sebagai salah satu bentuk upaya pemasaran digitalnya untuk menciptakan pengalaman pengguna yang lebih menyenangkan. Penelitian ini dilakukan dengan tujuan untuk menganalisis pengaruh penggunaan fitur augmented reality virtual try on terhadap persepsi kesenangan dan kepuasan pengguna yang dirasakan secara online. Penelitian ini mengambil studi pada fitur virtual try on yang terdapat pada e-commerce Shopee Indonesia untuk produk kecantikan, yang disebut Shopee Beauty Cam, Penelitian ini menggunakan pendekatan kuantitatif melalui teknik survey terhadap jumlah 130 responden yang merupakan pengguna Shopee Beauty Cam. Analisis data pada penelitian ini diperoleh menggunakan PLS-SEM yang menunjukkan hasil bahwa dimensi dari variabel augmented reality yang terdiri dari dimensi perceived usefulness dan perceived ease of use berpengaruh positif terhadap online perceived enjoyment. Lalu, dimensi perceived usefulness dan perceived interactivity berpengaruh positif terhadap e-satisfaction. Serta online perceived enjoyment berpengaruh positif terhadap e-satisfaction. ......The application of digital marketing is currently used in considering the high industry competition, especially in the e-commerce sector, which is getting tougher. As one of the largest e-commerce in Indonesia, Shopee has adopted an augmented reality virtual try-on technology as a form of digital marketing efforts to increase user experience. This research was conducted to analyze the effect of augmented reality virtual try-on on users’ online perceived enjoyment and e-satisfaction. This research takes a study on the virtual try on a feature found in Shopee Indonesia for beauty products called Shopee Beauty Cam. This research uses a quantitative approach through survey techniques with a total of 130 respondents who are Shopee Beauty Cam users. Data analysis in this study was obtained using PLS-SEM, which showed that the dimensions of the augmented reality variable, which consisted of perceived usefulness and perceived ease of use positively impact online perceived enjoyment. Then, the dimensions of perceived usefulness and perceived interactivity positively impact e-satisfaction, and online perceived enjoyment positively impacts e-satisfaction.

Abstrak :

Peningkatan jumlah penggunaan internet di Indonesia telah mendorong transformasi metode pembayaran dari tunai menjadi nontunai. Peningkatan transaksi pembayaran nontunai, sejalan dengan pertumbuhan pemain pada kategori ini, khususnya penggunaan ewallet. Penelitian ini bertujuan untuk mempelajari faktor yang mempengaruhi user intention terhadap e-wallet. Penelitian ini menggunakan expectationconfirmation model untuk memahami hubungan customer expectation, perceived enjoyment, perceived ease of use, sales promotion, satisfaction, dan repurchase intention penggunaan e-wallet. Pengumpulan data dilakukan menggunakan teknik convenience sampling dari 255 pengguna Gopay. Gopay digunaka sebagai objek penelitian karena merupakan pemain e-wallet dengan monthly active user tertinggi di Indonesia. Penelitian ini menggunakan SEM sebagai metode statistik untuk menguji hipotesis dan model penelitian. Hasil penelitian menunjukkan bahwa expectation memiliki pengaruhi positif tehadap perceived enjoyment, perceived ease of use dan satisfaction. Sementara satisfaction memiliki pengaruh positif terhadap repurchase intention, dan satisfaction juga menjadi variabel mediation antara expectation dan perceived enjoyment terhadap repurchase intention. Sales promotion memiliki pengaruh positif terhadap repurchase intention. Hasil penelitian ini bermanfaat untuk pemain e-wallet untuk mengetahui perilaku pengguna mereka untuk terus mennggunakan produknya.

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The growth of digital has pushed the transformation method of payment from cash to cashless. The growth of cashless transactions, as well as the number of players, is becoming a trend with e-wallet. This study aims to understand the factors that influence user intention toward e-wallet players. This study uses the expectation-confirmation model to examine the relationship of customer expectation, perceived enjoyment, perceived ease of use, sales promo, satisfaction, and repurchase intention of using e-wallet as a type of payment. The data is collected using a convenience sampling technique from 255 Gopay users. Gopay is the highest monthly active user of e-wallet in Indonesia. Using SEM as a statistic method, we examine the hypothesis and research model. The study reveals that expectation have positive impact to perceived enjoyment, perceived ease of use and satisfaction. While satisfaction have a positive impact to repurchase intention. Additionally, satisfaction is a mediation variable between expectation and perceived enjoyment toward repurchase intention. And sales promo also have positive impact to repurchase intention. The result of this research is beneficial for e-wallet player to know better user behaviour toward repurchase intention.

Abstrak :
Tesis ini meneliti pengaruh dari faktor sosial yaitu social norms dan perceived critical mass dan faktor-faktor individu yang terdapat pada proses penerimaan suatu mobile game dengan intensi terhadap pembelian digital item yang disediakan oleh mobile game tersebut. Tinjauan pustaka dan penyusunan hipotesis dilakukan untuk meneliti hubungan pengaruh tersebut, data pada penelitian ini didapat dari penyebaran kuesioner terhadap 257 responden yang pernah menggunakan game dan belum pernah membeli digital item pada game yang diteliti yaitu Line: Get Rich. Populasi yang di tuju yaitu yang berada di wilayah Jabodetabek, dengan melakukan pendekatan snowball sampling dan convenience sampling, dan kemudian dilakukan analisis terhadap data yang didapat dengan menggunakan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa pengaruh dari faktor sosial baik itu dari social norms dan perceived critical mass, keduanya memiliki pengaruh yang signifikan terhadap intensi pembelian digital items pada mobile game. Faktor sosial tersebut juga telah diteliti bahwa tidak memiliki pengaruh yang signifikan pada attitude pengguna. Oleh karena itu jika pengembang game ingin memfokuskan pendapatan pada penjualan digital items maka perlu untuk menambahkan fitur seperti share pada media sosial ketika pengguna telah melakukan penggunaan digital items atau telah melakukan pembelian digital items. Pengembang game dan pemasarnya juga tidak perlu ragu-ragu dalam memberikan pengaruh sosial dengan alasan pengguna akan terganggu pada notifikasi pada media sosial karena berdasarkan data dari penelitian ini menunjukkan bahwa pengaruh sosial pada sikap pengguna terhadap game itu tidak memberikan pengaruh yang signifikan. Dilihat dari pengaruh faktor-faktor individu seperti perceived enjoyment, perceived ease of use, dan perceived usefulness, kesemuanya memberikan pengaruh yang signifikan pada attitude pengguna. Dengan begitu dalam meningkatkan sikap positif pengguna terhadap game yang dikembangkan maka pengembang perlu mempertimbangkan faktor-faktor tersebut. ......This thesis examines the influence on social factors, namely social norms and perceived critical mass, and individual factors on mobile games acceptance process against purchase intention on digital items in mobile game. Literature review and hypothesis formulation was conducted to investigate the effect of the relationship. The data in this study gathered from distributing questionnaires to 257 respondents who had used the game and had never bought digital items on the game that is being studied, which is Line: Get Rich. Population targeted on this study located on Jabodetabek area, snowball sampling and convenience sampling method is used to gather the data and then by using Structural Equation Model (SEM) analysis was performed from the data obtained. The result showed that the influence of social factors, either from social norms and perceived critical mass, both of them have significant impact on digital items purchase intention on mobile games. Social factors have also been studied that does not have significant effect on the attitude of users. Therefore, if the game developer want to focus their revenue on digital items sales, then it is necessary to add features such as share to social media when the user has made use or have made a purchase of digital items. Game developers and its marketers also do not need to hesitate in giving social influence to the user by reason of users would be disturbed by the notification on social media, because based on the data provided in this study indicate that users of social influences does not have a significant influence on attitudes toward the game. Viewed from the effect of individual factors such as perceived enjoyment, perceived ease of use, and perceived usefulness, all of them had a significant influence on the attitude of user toward mobile game. Thus, in increasing positive attitude on the users toward the developed game, developers need to consider those factors.

Abstrak :
Penelitian ini bertujuan untuk mengetahui pengaruh demand, convenience, interactivity, dan playfulness sebagai faktor eksternal video pendek yang memberikan stimulus terhadap perceived enjoyment. Penelitian ini juga bertujuan untuk mengetahui pengaruh perceived enjoyment terhadap hedonic motivation dari pembelian produk pakaian yang pernah dilakukan. Kemudian, hedonic motivation dari pembelian produk pakaian yang pernah dilakukan sebelumnya diuji pada impulsive repurchase intention. Selain itu, penelitian ini juga menguji pengaruh mediasi hedonic motivation pada hubungan perceived enjoyment terhadap impuslive repurchase intention. Penelitian ini menggunakan data dari 278 responden Generasi Z dengan usia 18 tahun hingga 26 tahun yang pernah melakukan pembelian produk pakaian (atasan atau bawahan selain pakaian dalam) melalui online dalam 6 bulan terakhir setelah menonton video pendek endorsementyang diunggah influencer di media sosial. Hasil penelitian menunjukkan hubungan demand, convenience, dan playfulnesssecara signifikan mempengaruhi perceived enjoyment, namun interactivity menunjukkan hasil yang tidak signifikan. Hasil juga menunjukkan perceived enjoyment signifikan mempengaruhi hedonic motivation. Kemudian, hubungan hedonic motivation signifikan mempengaruhi impulsive repurchase intention. Pada uji mediasi, hasil menunjukkan pengaruh yang parsial pada mediasi hedonic motivation terhadap hubungan perceived terhadap impulsive repurchase intention. ......This research aims to determine the influence of demand, convenience, interactivity, and playfulness as external factors on giving stimulus from short video towards perceived enjoyment. This research also aims to determine the influence of perceived enjoyment to hedonic motivation from the previous fashion product purchased. Lastly, hedonic motivation from the previous fashion product purchase is then examined on impulsive repurchase intention. Furthermore, this research also examined the mediating effect of hedonic motivation on the relationship between perceived enjoyment and impulsive repurchase intention. This research uses data from 278 Generation Z respondents aged 18 to 26 years old who have purchased fashion products (tops or bottoms other than undergarments) online in the last 6 months after watching endorsement short videos uploaded by influencers on social media. The result shows the correlation between demand, convenience, and perceived enjoyment influences perceived enjoyment, however, interactivity is not significant. The result also shows that perceived enjoyment significantly influences hedonic motivation. Lastly, the relation between hedonic motivation significantly influences impulsive repurchase intentions. The mediation test shows a partial effect of hedonic motivation on the relationship between preceived enjoyment and impulsive repurchase intention.

Abstrak :
eWOM telah menjadi sumber informasi tambahan yang penting bagi pelanggan dalam menentukan pembelian suatu produk atau layanan seperti hotel. Sayangnya, pandemi Covid-19 terjadi pada tahun 2020 dan informasi terkait penerapan protokol kesehatan hotel dirasa perlu untuk dijelaskan seperti pada online travel agent. Penelitian ini ingin mengetahui peran electronic word of mouth mengenai hotel butik dan protokol kesehatan yang diterapkan terhadap niat pemesanan hotel butik pada masa pandemi covid-19 dengan memperhatikan aspek usefulness dan enjoyment konsumen. Penelitian ini menggunakan sampel sebanyak 216 responden. Structural Equation Model (SEM) digunakan untuk menganalisis data dengan menggunakan PLS-SEM untuk melakukan pengujian measurement model dan pengujian hipotesis. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh signifikan pada perceived usefulness dari ulasan hotel butik dan penerapan protokol kesehatan hotel dan perceived enjoyment dari ulasan yang berkualitas tinggi terhadap niat pemesanan hotel butik. Hal ini berarti mengindikasikan bahwa ulasan online dan penerapan protokol kesehatan dirasakan sebagai informasi yang bermanfaat dan menyenangkan untuk digunakan yang mendorong niat pemesanan hotel butik pelanggan. Pada masa pandemi ini juga didapatkan hasil bahwa pelanggan lebih mengutamakan pemenuhan nilai utilitarian yaitu pencarian informasi mengenai hotel secara keseluruhan yang dipersepsikan dari nilai kegunaan ulasan online hotel sebagai faktor eksternal manajemen hotel dan penerapan protokol kesehatan hotel sebagai faktor interal manajemen hotel sebelum menginap. Implikasi manajerial penelitian ini mendorong manajemen hotel butik memiliki strategi untuk menciptakan ulasan online hotel butik dengan kualitas yang tinggi agar meningkatkan niat pemesanan hotel butik. ......eWOM has become an important source of additional information for customers in determining the purchase of a product or service such as a hotel. Unfortunately, Covid-19 pandemic occurred in 2020 and information regarding the application of hotel health protocols was deemed necessary to be described as in online travel agent. Therefore, this study aims to examine the role of electronic word of mouth of boutique hotels and information on the application of health protocols on the intention to book boutique hotels during the Covid-19 pandemic by paying attention to consumer perceived usefulness and enjoyment aspects. A total of 216 responses to a survey were collected. Structural Equation Model (SEM) was used to analyze data using PLS-SEM to test the measurement models and test the hypotheses. The results of this study indicate that there is a significant influence on perceived usefulness of boutique hotel reviews and the application of hotel health protocols and the perceived enjoyment of high quality reviews on boutique hotel booking intentions. This means that it indicates that online reviews and application of health protocols are perceived as useful and fun information to use that encourages customer boutique hotel booking intentions. During this pandemic, the results also showed that customers prioritized the fulfillment of utilitarian values, namely searching for information about the hotel as a whole as perceived usefulness of hotel online reviews as an external factor in hotel management and the application of hotel health protocols as an internal factor in hotel management before staying. The managerial implication of this research encourages boutique hotel management to have a strategy to create high quality online boutique hotel reviews in order to increase boutique hotel booking intentions.

Abstrak :
Mobile commerce atau biasa disebut m-commerce merupakan cabang dari ecommerce yang memungkinkan konsumen untuk melakukan kegiatan e-commerce dengan lebih fleksibel, dimanapun dan kapanpun, didukung dengan perkembangan teknologi terkini seperti smartphone, tablet, dan mobile gadget lainnya. Berbagai jenis online shop yang ada di Indonesia memanfaatkan kesempatan ini untuk membuat aplikasi dan mobile version dari online shop mereka. Penelitian ini dilakukan untuk menganalisis pengaruh dimensi Technology Acceptance Model (TAM) oleh Davis (1989) yang terdiri dari perceived usefulness, perceived enjoyment, dan perceived ease of use terhadap satisfaction serta intention to use (purchase intentions) konsumen terhadap aplikasi mobile purchasing dengan menggunakan studi kasus Lazada yang merupakan jenis e-commerce B2C. Responden dari penelitian ini adalah orang-orang yang sudah pernah menggunakan situs Lazada Indonesia dalam kurun waktu satu tahun terakhir. Metode pengolahan data yang digunakan adalah Structural Equation Modelling (SEM). Hasil dari penelitian menunjukkan bahwa perceived usefulness, dan perceived enjoyment memiliki pengaruh positif langsung terhadap intention to use. Sedangkan perceived ease of use berpengaruh positif terhadap intention to use secara tidak langsung dengan mediasi satisfaction, perceived usefulness, dan perceived enjoyment. Selain itu, perceived usefulness, dan perceived enjoyment memiliki pengaruh positif langsung terhadap saticfaction.

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Mobile commerce or m-commerce is commonly called is a branch of e-commerce that allows consumers to conduct e-commerce with more flexible, wherever and whenever, supported by the latest technological developments such as smartphones, tablets, and other mobile gadgets. Different types of online shop in Indonesia take advantage of this opportunity to make an application and a mobile version of their online shop. This study was conducted to analyze the effect of the dimensions of the Technology Acceptance Model (TAM) by Davis (1989), which consists of perceived usefulness, perceived enjoyment and perceived ease of use to the satisfaction and the intention to use (purchase intentions) of consumers to mobile app purchasing by using study Lazada case which is a type of e-commerce B2C. The respondents of this research are people who have been using the site Lazada Indonesia within the past year. Data processing method used is Structural Equation Modelling (SEM). Results from the study showed that perceived usefulness and perceived enjoyment has a direct positive influence on the intention to use. While the perceived ease of use positively affects intention to use indirectly by mediation satisfaction, perceived usefulness and perceived enjoyment. In addition, perceived usefulness and perceived enjoyment has a direct positive influence on saticfaction.

Abstrak :
Media sosial telah berkembang menjadi platform yang tidak hanya digunakan untuk berkomunikasi, tetapi juga untuk melakukan transaksi jual-beli secara langsung, termasuk dalam konsep social commerce livestream shopping, yang memungkinkan pembelian dan penjualan dilakukan secara live, seperti yang terjadi dalam tren livestream shopping kosmetik yang didorong oleh kesadaran konsumen akan perawatan diri, dengan penelitian ini mengungkap fenomena perilaku pembelian impulsif dan menganalisis faktor-faktor yang memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi intensi pembelian terhadap produk kosmetik lokal Indonesia secara impulsif di livestreaming shopping pada platform social commerce (Instagram Livestream Shopping dan TikTok Livestream Shopping) berdasarkan teori Stimulus-Organism-Response (SOR). Sampel yang diteliti adalah pengguna livestream shopping di platform social commerce (Instagram Livestream Shopping dan TikTok Livestream Shopping), yang pernah menonton livestream shopping produk kosmetik lokal dari Indonesia, berdomisili di Indonesia, dan berusia 18-34 tahun. Kuesioner penelitian disebarkan secara online. Jumlah responden yang berhasil dikumpulkan pada penelitian ini adalah 336 responden. Data yang sudah berhasil dikumpulkan diolah menggunakan metode Structural Equation Modeling (SEM) menggunakan software SmartPLS 3. Hasil penelitian ini menunjukkan bahwa variabel faktor environmental stimulus yaitu Convenience, Interactivity, dan Playfulness memiliki pengaruh positif terhadap Perceived Enjoyment, Perceived Enjoyment secara langsung mendorong niat konsumen untuk melakukan pembelian impulsif. Pengaruh terbesar ada pada variabel Playfulness yang berpengaruh positif terhadap Perceived Enjoyment, sedangkan Demand terbukti berpengaruh negatif terhadap Perceived Enjoyment. Perceived Enjoyment memediasi secara positif hubungan antara variabel faktor environmental stimulus Convenience, Interactivity, dan Playfulness, sementara faktor environmental stimulus yaitu Demand memediasi secara negatif. Temuan dari penelitian ini dapat menjadi referensi berharga untuk pertumbuhan dan kemajuan perdagangan melalui siaran langsung (livestream), terutama di industri produk kosmetik lokal Indonesia. ......The rise of social media as a platform for commerce has given birth to the concept of social commerce livestream shopping, where buying and selling take place in real-time. This study focuses on the growing trend of livestream shopping for cosmetic products, driven by consumers' increased awareness of self-care. It explores the phenomenon of impulsive buying behavior among consumers and examines the factors influencing their purchasing decisions. This research aims to investigate the factors that influence impulsive purchases of local Indonesian cosmetic products through livestream shopping on social commerce platforms (Instagram Livestream Shopping and TikTok Livestream Shopping) based on the Stimulus-Organism-Response (SOR) theory. The sample consists of users of livestream shopping on social commerce platforms (Instagram Livestream Shopping and TikTok Livestream Shopping) who have watched livestream shopping of local cosmetic products from Indonesia, reside in Indonesia, and are aged between 18 to 34 years old. The questionnaire is distributed online. The total number of respondents collected in this study was 336. The collected data was analyzed using Structural Equation Modeling (SEM) method using SmartPLS 3 software. The results of this study indicate that the environmental stimulus factors, namely Convenience, Interactivity, and Playfulness, have a positive influence on Perceived Enjoyment. Perceived Enjoyment, in turn, directly influences consumers intention to make impulsive purchases. Playfulness has the strongest influence among the variables. On the other hand, Demand is proven to have negative influence on Perceived Enjoyment. Perceived Enjoyment mediates the positive relationship between the environmental stimulus factors, Convenience, Interactivity, and Playfulness. Meanwhile, the environmental stimulus factor, Demand, mediates negatively. The findings of this study can serve as a valuable reference for the growth and advancement of livestream shopping, particularly in the local Indonesian cosmetic products industry.

Abstrak :
Pertumbuhan internet yang diikuti dengan munculnya berbagai aplikasi sosial menciptakan tuntutan agar aplikasi-aplikasi sosial dapat lama bertahan di pasar, salah satunya melalui kelanjutan penggunaan para penggunanya. Penelitian ini bertujuan untuk mengetahui pengaruh dari perceived usefulness, perceived enjoyment, sense of belonging, dan social ties terhadap continuance usage intention pada aplikasi sosial TikTok melalui mediasi dari satisfaction dan habit. Data dikumpulkan melalui kuisioner dan dianalisis menggunakan Structural Equation Modeling (SEM) untuk memeriksa kecocokan keseluruhan model dan menguji hubungan antar konstruk. Sebanyak 406 pengguna TikTok selama minimal enam bulan di Indonesia berpartisipasi menjadi sampel penelitian. Hasil penelitian ini mengungkapkan bahwa kelanjutan penggunaan secara langsung dipengaruhi oleh perceived usefulness. Mediasi penuh melalui satisfaction dan habit terdapat pada hubungan antara perceived enjoyment dan continuance intention. Sementara itu, mediasi parsial oleh variabel satisfaction terdapat pada hubungan antara perceived usefulness dan continuance intention serta oleh variabel habit pada hubungan antara social ties dan continuance intention. Implikasi manajerial terkait dengan perceived usefulness, perceived enjoyment, sense of belonging, social ties, satisfaction, habit, dan continuance intention juga akan dibahas dalam penelitian ini ......The growth of the internet followed by the emergence of various social apps creates a pressure so that social applications can last a long time in the market, one of which is through the use of their users. This study aims to determine the effect of perceived usefulness, perceived enjoyment, sense of belonging, and social ties on continuance intention of using TikTok social application through mediation of satisfaction and habit. Data collected through questionnaires and analyzed using Structural Equation Modeling (SEM) is done to check the overall fit of the model and test the relationship between constructs. A total of 406 TikTok users for at least six months in Indonesia participated as the research sample. The results of this study reveal that continuance usage intention is directly influenced by perceived usefulness. Full mediation through satisfaction and habit lies in the relationship between perceived enjoyment and continuance intention. Meanwhile, partial mediation by the satisfaction variable is found in the relationship between perceived usefulness and continuance intention and the habit variable on the relationship between social ties and continuance intention. Managerial implications related to perceived usefulness, perceived enjoyment, sense of belonging, social bonding, satisfaction, habit, and sustained intention will also be discussed in this study.

Abstrak :
Penelitian ini bertujuan untuk mengetahui hubungan customer expectation, perceived enjoyment, perceived ease of use, dan customer satisfaction terhadap repurchase intention barang bekas pakai secara online dalam konteks Carousell. Sampel yang digunakan dalam penelitian ini adalah pengguna aktif aplikasi Carousell yang berdomisili di Indonesia, berusia 17 - 55 tahun dan pernah membeli barang bekas pakai melalui aplikasi Carousell dalam 3 bulan terakhir. Kuesioner menggunakan platform Google Form dan mendapatkan keseluruhan responden dari berbagai media sosial dan melalui aplikasi Carousell. Dalam penelitian ini, terdapat 230 jumlah responden secara keseluruhan. Data yang terkumpul diolah menggunakan metode Partial Least Square - Structural Equation Modeling (SEM) dan menggunakan software SmartPLS. Hasil penelitian ini menunjukkan bahwa Customer Expectation memiliki pengaruh positif terhadap Perceived Enjoyment, Perceived Ease of Use dan Customer Satisfaction. Selanjutnya, Customer Satisfaction memiliki pengaruh secara positif terhadap Repurchase Intention. Lalu ditemukan pula Perceived Enjoyment mempengaruhi Customer Satisfaction dan Repurchase Intention secara positif. Sedangkan perceived ease of use terbukti mempengaruhi perceived enjoyment dan repurchase intention secara positif tetapi memiliki hubungan negatif terhadap Customer Satisfaction. Tetapi, Perceived Enjoyment terbukti memediasi hubungan Perceived Ease of Use terhadap Customer Satisfaction. ......This study aims to determine the relationship between customer expectation, perceived enjoyment, perceived ease of use, and customer satisfaction on repurchase intention of used goods online in the context of Carousell. The sample used in this study are active users of the Carousell application who are domiciled in Indonesia, aged 17 - 55 years and have purchased used goods through the Carousell application in the last 3 months. The questionnaire uses the Google Forms platform and gets overall respondents from various social media and through the Carousell application. In this study, there were 230 total respondents. The collected data was processed using the Partial Least Square - Structural Equation Modeling (SEM) method and using the SmartPLS software. The results of this study indicate that Customer Expectation has a positive influence on Perceived Enjoyment, Perceived Ease of Use and Customer Satisfaction. Furthermore, Customer Satisfaction has a positive influence on Repurchase Intention. Then it was also found that Perceived Enjoyment positively affected Customer Satisfaction and Repurchase Intention. Meanwhile, Perceived Ease of Use has been shown to positively affect perceived enjoyment and repurchase intention but has a negative relationship with Customer Satisfaction. However, Perceived Enjoyment is proven to mediate the relationship between Perceived Ease of Use and Customer Satisfaction

Abstrak :
Non-Fungible Tokens (NFT) adalah salah satu bentuk token digital yang menunjukkan kepelimilikan dari sebuah aset digital. Oleh karena itu, penelitian ini bertujuan untuk melihat faktor yang mempengaruhi intensi membeli dari Non-Fungible Tokens (NFT). Dalam hal ini, sikap terhadap skema NFT dilihat sebagai mediator yang mempengaruhi hubungan persepsi resiko (perceived risk) dan persepsi kesenangan (perceived enjoyment) terhadap intensi membeli Non-Fungible Tokens (NFT). Penelitian ini merupakan penelitian korelasional dengan data penelitian yang diperoleh melalui survei secara daring kepada seseorang yang mengikuti perkembangan NFT selama kurang lebih 3 bulan. Perekrutan partisipan dilakukan dengan teknik accidental sampling dengan partisipan yang didapatkan sebanyak 191 partisipan. Analisis mediasi dilakukan dengan menggunakan model 4 dari Hayess’s PROCESS model pada IBM SPSS PROCESS versi 4. Berdasarkan Hasil analisis mediasi menunjukkan bahwa sikap tidak memediasi hubungan antara persepsi kesenangan dan intensi membeli terhadap Non-Fungible Tokens (NFT). Hal ini ditunjukkan dengan tidak ditemukannya efek langsung maupun efek tidak langsung antara persepsi kesenangan dan intensi membeli pada Non-Fungible Tokens (NFT). Lalu, ditemukan pula bahwa sikap tidak memediasi hubungan antara persepsi risiko dan intensi membeli Non-Fungible Tokens (NFT), namun terdapat efek langsung antara persepsi risiko dan intensi membeli pada Non-Fungible Tokens (NFT).Dengan dengan demikian persepsi terhadap resiko perlu menjadi perhatian terhadap perilaku membeli NFT. ......Non-Fungible Tokens (NFT) is a form of digital token that shows ownership of a digital asset. Therefore, this study aims to look at the factors that influence the intention to buy Non-Fungible Tokens (NFT). In this case, attitudes towards the NFT scheme are seen as a mediator influencing the relationship between perceived risk and perceived enjoyment of the intention to buy Non-Fungible Tokens (NFT). This research is a correlational study with research data obtained through an online survey of someone who has followed the development of NFT for approximately 3 months. Participant was recruited using accidental sampling technique with total of 191 participants. Mediation analysis was carried out using model 4 from Hayess's PROCESS model on IBM SPSS PROCESS version 4. Based on the results of the mediation analysis, shows that attitude does not mediate the relationship between perceived enjoyment and purchase intention towards Non-Fungible Tokens (NFT). This is indicated by analysis result that shows no direct or indirect effects between perceived enjoyment and purchase intentions for Non-Fungible Tokens (NFT). Then, it was also found that attitude does not mediate the relationship between perceived risk and intention to buy Non-Fungible Tokens (NFT) but there was a direct effect between perceived risk and purchase intention for Non-Fungible Tokens (NFT). Therefore, perceived risk should be a concern to predicts NFT buying behavior.