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Abstrak :
Perkembangan zaman digital mendorong meningkatnya penggunaan aplikasi seluler. Penelitian ini bertujuan untuk memahami repurchase intention pada mobile shopping applications untuk tujuan berbelanja. Shopee adalah mobile shopping application berbasis di Asia Tenggara, menyediakan online marketplace yang menghubungkan pembeli dan penjual untuk melakukan transaksi jual beli melalui smartphone mereka. Penelitian ini mengajukan technology acceptance model TAM dengan penambahan konstruk perceived enjoyment, perceived risk, dan personal innovativeness, sementara price sensitivity diprediksi menggunakan satisfaction dan repurchase intention. Metode purposive sampling digunakan untuk penelitian ini dengan 734 responden dan dianalisis menggunakan structural equation modeling SEM. Temuan dari penelitian ini mengungkapkan bahwa perceived risk, perceived usefulness, perceived ease of use, perceived enjoyment, dan satisfaction memiliki peran yang penting dalam menentukan repurchase intention pada mobile shopping applications. Selanjutnya, satisfaction memengaruhi price sensitivity secara negatif dan repurchase intention memengaruhi price sensitivity secara positif. Implikasi manajerial serta rekomendasi untuk penelitian lebih lanjut dibahas dalam penelitian ini.

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The development of digital age drives the increasing use of mobile applications. This research aims to understand the repurchase intention of mobile shopping applications for shopping purpose. Shopee is a mobile shopping application based in Southeast Asia, providing an online marketplace which connects buyer and seller to establish sale and purchase transactions through their smartphones. This study exerts a technology acceptance model TAM with the addition of perceived enjoyment, perceived risk, and personal innovativeness to the original model, while price sensitivity was predicted using satisfaction and repurchase intention. Purposive sampling was used for this research with 734 respondents and were analyzed using structural equation modeling approach. Findings of this study reveal that perceived risk, perceived usefulness, perceived ease of use, perceived enjoyment, and satisfaction have a major role in deciding repurchase intention of mobile shopping applications. Furthermore, satisfaction influences price sensitivty negatively and repurchase intention influences price sensitivity in a direct positive way. Managerial implications are discussed as well as recommendations for further research.

Abstrak :
Studi ini meneliti hubungan antara Consumer Sentiment yang dipengaruhi oleh variable-variabel stimuli yaitu Online Shopping Atmoshphere yang di dalamnya adalah Perceived Festival Entertaining (PFE), Perceived Mass Participation (PMP), Promotion Strategy yang berisi Perceived Temptation of Price Promotion (PTPP), Perceived Categories Richness of Promotion (PCRP), yang dimoderasi oleh Price Sensitivity, dan mempengaruhi Consumer Purchase Intention pada festival Hari Belanja Online Nasional (Harbolnas) di Indonesia. Sebanyak 437 responden telah diperoleh dengan menggunakan teknik purposive sampling dan memberikan repon terhadap kuesioner yang dikirimkan dan diisi secara online. Selanjutnya, Teknik analisis SEM dengan software SmartPLS digunakan untuk menguji 14 hipotesis. Hasil pengolahan data memperlihatkan bahwa dari 14 hipotesis terdapat 6 hipotesis yang tidak didukung. Penelitian ini diharapkan dapat menjadi pertimbangan bagi perusahaan e-commerce di Indonesia untuk membuat strategy marketing yang sesuai dengan keadaan pasar saat ini. ......This study examines the relationship between Consumer Sentiment which is influenced by stimulus variables, namely Online Shopping Atmosphere which includes Perceived Festival Entertaining (PFE), Perceived Mass Participation (PMP), Promotion Strategy which contains Perceived Temptation of Price Promotion (PTPP), Perceived Categories Richness of Promotion (PCRP), moderated by Price Sensitivity, and influencing Consumer Purchase Intention at the National Online Shopping Day festival (Hari Belanja Online Nasional) in Indonesia. A total of 437 respondents have been obtained by using purposive sampling technique and responding to questionnaires sent and filled out online. Furthermore, SEM analysis technique with SmartPLS software was used to test 14 hypotheses. The results of data processing show that from the 14 hypotheses there are 6 hypotheses that are not supported. This research is expected to be a consideration for e-commerce companies in Indonesia to make marketing strategies that are in accordance with current market conditions

Abstrak :
Makanan organik adalah makanan yang diproduksi dengan menggunakan metode yang aman bagi lingkungan seperti tidak menggunakan bahan kimia, pestisida, atau organisme hasil rekayasa genetika lainnya. Pandemi COVID-19 telah membawa perubahan pola perilaku konsumen, termasuk pada konsumsi makanan organik yang menyebabkan kenaikan pada penjualan produk. Penelitian ini akan mengidenfitikasi pengaruh consumer involvement, price sensitivity, dan sensory appeal pada minat beli makanan organik selama pandemi COVID-19 berlangsung. Hipotesis penelitian akan diuji menggunakan structural equation modelling (SEM) dengan metode Partial Least Square (PLS). Model penelitian menggunakan eksplanatori riset dengan menyebar survei kuesioner secara daring dengan kriteria responden yang pernah mengkonsumsi sayuran dan buah organik selama pandemi COVID-19 berlangsung. ......Organic food is grown and produces in an organic way without any use of chemicals such as pesticide, fertilizers, or any other modified organism. COVID-19 brought a significant change on consumer behavior, including organic food consumption. Thus, resulting an increase in sales. The focus of this study is to identify the effects of consumer involvement, price sensitivity, and sensory appeal of organic food purchase intention during the COVID-19 pandemic. Structural equation modelling with Partial Least Square (PLS) and multi-sample approach were used as a technique to analyze the research models proposed in the study. To test the model, this study used explanatory research with an online survey with criteria of the respondents that has purchase organic food during the COVID-19 pandemic.

Abstrak :
Penelitian ini bertujuan untuk menganalisis repurchase intention konsumen terhadap Airbnb dilihat dari perceived authenticity, eWoM dan price sensitivity. Dalam penelitian ini peneliti menggunakan metode pengambilan data melalui kuesioner yang disebar secara online dan berhasil memperoleh 150 responden. Responden tersebut merupakan mereka yang pernah melakukan pemesanan akomodasi melalui Airbnb. Dalam penelitian ini menggunakan metode analisis berupa Structural Equation Model (SEM) dengan software LISREL 8.51 untuk menguji hipotesis penelitian. Pada penelitian ini ditemukan bahwa perceived authenticity dan eWoM mempengaruhi perceived value secara positif, sedangkan perceived risk mempengaruhi perceived value secara negatif. Selain itu, dalam penelitian ini terbukti repurchase intention secara positif dipengaruhi oleh perceived value dan eWoM. ......This research objective is to analyze the repurchase intention of Airbnb consumers' through perceived authenticity, eWoM and price sensitivity. In this research, researcher used online questionnaire to collect respondents' data and managed to get 150 datas. The respondents are those have booked accommodation through Airbnb. They were then analyzed using Sructural Equation Model (SEM) method. This research found that perceived authenticity and eWoM significantly influenced perceived value in positive way, while perceived risk has negative effect to perceived value. Furthermore, this research also found that repurchase intention positively influenced by perceived value and eWoM.

Abstrak :
Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi keinginan membeli produk green skincare pada milenial dan generasi Z menggunakan pendekatan the theory of planned behavior dengan country of origin dan price sensitivity sebagai variabel moderasi nya. Sampel yang digunakan dalam penelitian ini sebanyak 389 responden yang merupakan responden berusia 17 - 40 tahun, berdomisili di Jabodetabek, Indonesia, dan pernah menggunakan skincare dalam 6 bulan terakhir. Penelitian ini menggunakan Structural Equation Modeling (SEM) PLS dalam pengolahan data. Hasil penelitian ini membuktikan bahwa: (1) Attitude memiliki pengaruh positif pada Purchase Intention; (2) Subjective Norm memiliki pengaruh positif pada Purchase Intention; (3) Perceived Behavioral Control memiliki pengaruh positif pada Purchase Intention; (4) Country of Origin yang positif tidak memiliki pengaruh signifikan dalam hubungan antara Attitude dan Purchase Intention; (5) Country of Origin yang positif memperkuat hubungan antara Subjective Norm dan Purchase Intention; (6) Country of Origin yang positif tidak memiliki pengaruh signifikan dalam hubungan antara Perceived Behavior Control dan Purchase Intention; (7) Price Sensitivity yang tinggi melemahkan hubungan antara Attitude dan Purchase Intention; (8) Price Sensitivity yang tinggi melemahkan hubungan antara Subjective Norm dan Purchase Intention; (9) Price Sensitivity yang tinggi tidak memiliki pengaruh signifikan dalam hubungan antara Perceived Behavior Control dan Purchase Intention. ......This study aims to determine the factors that influence the desire to buy green skincare products for millennials and generation Z using the theory of planned behavior approach with country of origin and price sensitivity as moderating variables. The sample used in this study were 389 respondents who were respondents aged 17-40 years, domiciled in Jabodetabek, Indonesia, and had used skincare in the last 6 months. This research uses PLS Structural Equation Modeling (SEM) in data processing. The results of this study prove that: (1) Attitude has a positive effect on Purchase Intention; (2) Subjective Norm has a positive influence on Purchase Intention; (3) Perceived Behavioral Control has a positive effect on Purchase Intention; (4) Positive Country of Origin has no significant effect on the relationship between Attitude and Purchase Intention; (5) Positive Country of Origin strengthens the relationship between Subjective Norm and Purchase Intention; (6) Positive Country of Origin has no significant effect on the relationship between Perceived Behavior Control and Purchase Intention; (7) High Price Sensitivity weakens the relationship between Attitude and Purchase Intention; (8) High Price Sensitivity weakens the relationship between Subjective Norm and Purchase Intention; (9) High Price Sensitivity has no significant effect on the relationship between Perceived Behavior Control and Purchase Intention.