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Abstrak :
Bertambah banyaknya platform media sosial telah sangat memfasilitasi keterlibatan dalam kegiatan prososial seperti meningkatkan kesadaran di Twitter, berbagi informasi tentang peluang menjadi sukarelawan, dan menandatangani petisi online. Namun penelitian-penelitian sebelumnya menunjukkan bahwa tidak semua individu yang melakukan perilaku prososial semata-mata didorong oleh altruisme murni. Sebaliknya, beberapa orang mungkin berpartisipasi dengan tujuan meningkatkan citra publik mereka, yang dapat dengan mudah dipenuhi melalui media sosial. Penelitian ini bertujuan untuk menyelidiki hubungan antara peningkatan kesan diri, penggunaan media sosial, dan perilaku membantu, khususnya dalam konteks bencana alam. Data dikumpulkan melalui survei online dengan desain korelasional yang diisi oleh 327 peserta. Namun, karena keterbatasan dalam desain penelitian, hasil yang ditemukan tidak signifikan secara statistik untuk kedua hubungan yang diteliti. Meskipun demikian, penelitian ini menggali implikasi teoretis, metodologis, dan praktis yang relevan untuk penelitian di masa depan. ......The growing number of social media platforms has greatly facilitated engagement in prosocial activities such as raising awareness on Twitter, sharing information about volunteering opportunities, and signing online petitions. Nevertheless, previous research has indicated that not all individuals engage in such acts solely driven by genuine altruism. Instead, some may participate with the primary intention of enhancing their public image, a motivation that can be easily fulfilled through social media channels. Consequently, the present study aims to investigate the association between impression self-enhancement, social media usage, and helping behaviour, particularly within the context of natural disasters. Data for this study were collected through an online correlational survey completed by a total of 327 participants. However, due to limitations in the research design, the obtained results did not yield statistically significant findings for either of the examined relationships. Nonetheless, the study delves into the relevant theoretical, methodological, and practical implications that can inform future investigations in this field.

Abstrak :
Penelitian mengenai penggunaan media cerita dalam dunia pemasaran FMCG sudah cukup banyak dilakukan. Meski demikian, penelitian spesifik yang membahas penggunaan short brand story di kemasan fast moving consumer goods (FMCG) belum banyak dilakukan dan bahkan belum ada di Indonesia. Oleh karena itu, penelitian ini dilakukan untuk melihat pengaruh dari short brand story terhadap purchase intention dengan perceived brand quality sebagai mediator. Short brand story (SBS) dibedakan menjadi self-transcendence dan selfenhancement. Penelitian ini diikuti oleh 432 partisipan yang berusia minimal 18 tahun secara daring. Alat ukur dari Schiffman dan Wisenblit (2015) digunakan untuk mengukur purchase intention dan perceived brand quality dari Boulding dan Kirmani (1993). Analisis Process dari Hayes menemukan bahwa SBS memengaruhi perceived brand quality secara positif. Di saat yang bersamaan, perceived brand quality juga memengaruhi purchase intention secara positif, sehingga efek mediasi dinyatakan hadir dalam penelitian ini. Selain itu, perhitungan statistik juga menemukan bahwa short brand story tipe self-transcendence memiliki perceived brand quality dan purchase intention yang lebih tinggi dibandingkan tipe self - enhancement. Hasil dari penelitian ini memberikan masukan kepada produsen fast moving consumer goods (FMCG) untuk menghadirkan inovasi terbaru terkait pemasaran produknya.  ......A lot of studies on the use of story media in FMCG marketing have been done quite a lot previously. However, a study that discusses the use of short brand stories in FMCG packaging has not been widely carried out and is not even available yet in Indonesia. Therefore, this study was conducted to see the effect of short brand stories on purchase intentions with the perceived brand quality acts as a mediator. Short brand stories are differentiated into self-transcendence and self-enhancement. This study was conducted online and attended by 432 participants who are at least 18 years old minimum of age. Purchase intention is measured using measurement scale adapted from Schiffman and Wisenblit (2015) and perceived brand quality is measured using measurement scare adapted from Boulding and Kirmani (1993). Process analysis from Hayes found that SBS positively influenced perceived brand quality, and at the same time, perceived brand quality positively influenced purchase intention. Therefore, the mediation effect is presented in this study. In addition, the statistics measurement also found that the self-transcendence type short brand story has a higher perceived brand quality and purchase intention than the self-enhancement type. The results of this study provide input to fast moving consumer goods (FMCG) producers in presenting the latest innovations related to product marketing.

Abstrak :
Penelitian mengenai penggunaan media cerita dalam dunia pemasaran FMCG sudah cukup banyak dilakukan. Meski demikian, penelitian spesifik yang membahas penggunaan short brand story di kemasan fast moving consumer goods (FMCG) belum banyak dilakukan dan bahkan belum ada di Indonesia. Oleh karena itu, penelitian ini dilakukan untuk melihat pengaruh dari short brand story terhadap purchase intention dengan perceived brand quality sebagai mediator. Short brand story (SBS) dibedakan menjadi self-transcendence dan self- enhancement. Penelitian ini diikuti oleh 432 partisipan yang berusia minimal 18 tahun secara daring. Alat ukur dari Schiffman dan Wisenblit (2015) digunakan untuk mengukur purchase intention dan perceived brand quality dari Boulding dan Kirmani (1993). Analisis Process dari Hayes menemukan bahwa SBS memengaruhi perceived brand quality secara positif. Di saat yang bersamaan, perceived brand quality juga memengaruhi purchase intention secara positif, sehingga efek mediasi dinyatakan hadir dalam penelitian ini. Selain itu, perhitungan statistik juga menemukan bahwa short brand story tipe self-transcendence memiliki perceived brand quality dan purchase intention yang lebih tinggi dibandingkan tipe self - enhancement. Hasil dari penelitian ini memberikan masukan kepada produsen fast moving consumer goods (FMCG) untuk menghadirkan inovasi terbaru terkait pemasaran produknya. ......A lot of studies on the use of story media in FMCG marketing have been done quite a lot previously. However, a study that discusses the use of short brand stories in FMCG packaging has not been widely carried out and is not even available yet in Indonesia. Therefore, this study was conducted to see the effect of short brand stories on purchase intentions with the perceived brand quality acts as a mediator. Short brand stories are differentiated into self-transcendence and self-enhancement. This study was conducted online and attended by 432 participants who are at least 18 years old minimum of age. Purchase intention is measured using measurement scale adapted from Schiffman and Wisenblit (2015) and perceived brand quality is measured using measurement scare adapted from Boulding and Kirmani (1993). Process analysis from Hayes found that SBS positively influenced perceived brand quality, and at the same time, perceived brand quality positively influenced purchase intention. Therefore, the mediation effect is presented in this study. In addition, the statistics measurement also found that the self-transcendence type short brand story has a higher perceived brand quality and purchase intention than the self-enhancement type. The results of this study provide input to fast moving consumer goods (FMCG) producers in presenting the latest innovations related to product marketing.

Abstrak :

Penelitian ini bertujuan untuk mengetahui pengaruh positif dan signifikan dari dimensi variabel intrinsic motives yang terdiri dari concern for others, self enhancement, dan social benefit, serta variable extrinsic motives terhadap e-wom participation, selanjutnya e-wom participation tersebut di mediasi dengan variabel personal identification dan social identification untuk mengetahui pengaruhnya terhadap e-loyalty. Penelitian ini menggunakan desain penelitian eksploratif dan deskriptif yang dilakukan satu kali dalam satu periode. Responden penelitian ini berjumlah 150 orang e-commerce user dengan aktivitas online shop terakhir adalah 6 bulan. Model penelitian dengan sembilan hipotesis diuji menggunakan Structural Equation Modelling (SEM). Hasil penelitian menyatakan bahwa intrinsic motives dan extrinsic motives berpengaruh signifikan dan positif terhadap e-wom participation pada e-commerce. E-wom participation memiliki pengaruh signifikan positif terhadap personal dan social identification. Personal site identification berpengaruh positif signifikan terhadap e-loyalty, dan social site identification tidak memiliki pengaruh terhadap e-loyalty pada e-commerce.

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ABSTRACT:
The purpose of this study is to identify the impact and relation from dimension of variable intrinsic motives which is consist of concern for others, self enhancement, and social benefit, also extrinsic motives variable toward e-wom participation, and then that e-wom participation on e-loyalty with intervening variable which is consist of personal site identification and social site identification. This research uses exploratory and descriptive design research conducted in one time period (cross sectional design). Respondents of this study are 150 people who have account of e-commerce and have been done last six month online shopping activity. The six-hypotheses research model in this study are tested with Structural Equation Modeling (SEM). The study states that the intrinsic motives and extrinsic motives significant and positive impact on e-wom participation in e-commerce. e-WOM participation have a positive significant effect on personal and social site identification, and then personal site identification have a positive significant effect on e-loyalty and social site identification have no significant effect on e-loyalty.