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Abstrak :
ABSTRACT
Persaingan yang ketat pada pasar fast food di Indonesia, membuat perusahaan terus berusaha untuk mempertahankan brand yang dimiliki pada pikiran konsumen. Di era globalisasi ini, perusahaan dapat menggunakan Web 2.0 tools untuk dapat berinteraksi secara langsung dengan konsumen agar brand daapat selalu berada dalam pikiran mereka, salah satunya dengan menggunakan Facebook fanpage. Penelitian ini bertujuan untuk menganalisis pengaruh user interaction pada social media terhadap brand awareness dan repurchase intention konsumen. Sampel pada penelitian ini adalah anggota Facebook fanpage McDonald rsquo;s. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil penelitian menunjukkan bahwa annoyance pada konten di Facebook fanpage berpengaruh negatif secara signifikan terhadap brand awareness dan aktivitas positive word of mouth namun tidak berpengaruh negatif secara signifikan terhadap brand page commitment dan repurchase intention konsumen. Hasil penelitian ini juga menunjukkan bahwa brand page commitment berpengaruh positif secara signifikan terhadap brand awareness, aktivitas positive word of mouth, dan repurchase intention konsumen. Selain itu hasil penelitian ini juga menunjukkan bahwa brand awareness berpengaruh positif secara signifikan terhadap aktivitas positive word of mouth dan repurchase intention konsumen. Hasil penelitian juga menunjukkan bahwa aktivitas positive word of mouth tidak berpengaruh positif secara signifikan terhadap repurchase intention konsumen.

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ABSTRACT
Tight competition in the fast food market in Indonesia, making the company continues to strive to maintain the brand awareness in the minds of consumers. In this globalization era, companies can be use Web 2.0 tools to be able to interact directly with consumers so the brands can always be in their minds, one of them by using Facebook fanpage This study aims to analyze the effect of user interaction on social media toward brand awareness and consumers repurchase intention. Data for this research were collected from member of McDonald rsquo s Facebook fanpage. They were then analyzed using Structural Equation Modelling method. The result of this research show that annoyance of content on Facebook fanpage have significant negative effect on brand awareness and positive word of mouth activities but does not have significantly negative effect on brand page commitment and consumers repurchase intention. The results if this research also shows that brand page commitment have significant positive effect on brand awareness, positive word of mouth activities, and consumers repurchase intention. In addition, the result of this research also shows that brand awareness has significant positive effect on positive word of mouth activity and consumers repurchase intention. The result also showed that positive word of mouth activities has not significant positive effect on consumers repurchase intention.

Abstrak :
Penelitian ini berfokus untuk mengamati pengaruh Interaksi Pengguna di Media Sosial terhadap Brand Awareness dan Purchase Intention pada Kasus Halaman Instagram Starbucks Indonesia dan Kopi Kenangan. Hasil penelitian ini menunjukkan bahwa untuk kedua merek, annoyance pada brand page berpengaruh negatif signifikan terhadap brand page commitment dan brand awareness, sedangkan annoyance pada brand awareness tidak berpengaruh terhadap word of mouth. Hasil penelitian ini juga menunjukkan bahwa untuk Starbucks, gangguan dengan brand awareness berpengaruh positif signifikan terhadap purchase Intention, sedangkan untuk Kopi Kenangan gangguan dengan brand awareness tidak berpengaruh terhadap Purchase Intention. Selain itu, hasil penelitian ini menunjukkan bahwa untuk kedua merek, brand page commitment berpengaruh positif signifikan terhadap brand awareness, word of mouth, sedangkan brand page commitment tidak berpengaruh terhadap purchase Intention untuk kedua merek. Hasil penelitian ini juga menunjukkan bahwa untuk kedua merek, brand awareness berpengaruh positif signifikan terhadap word of mouth dan purchase Intention. Terakhir, hasil penelitian menunjukkan bahwa untuk kedua merek, word of mouth berpengaruh positif signifikan terhadap purchase Intention. ......This research focuses on observing the impact of User Interaction in Social Media on Brand Awareness and Purchase Intention for the Case of Starbucks Indonesia and Kopi Kenangan’s Instagram page. The result of this research shows that for borth brands, annoyance with the content of a brand page has a significant negative effect on brand page commitment and brand awareness, while annoyance with the content of a brand page has no effect on word of mouth. The result of this research also shows that for Starbucks, annoyance with the content of a brand page has a significant positive effect on purchase intention, while for Kopi Kenangan annoyance with the content of a brand page has no effect on purchase intention. In addition, the result of this research shows that for both brands, brand page commitment has a significant positive effect on brand awareness, word of mouth, while brand page commitment has no effect on purchase intention for both brands. The result of this research also shows that for both brands, brand awareness has a significant positive effect on word of mouth and purchase intention. Lastly, the result of this research shows that for both brands, word of mouth has a significant positive effect on purchase intention.

Abstrak :
The topics treated in this handbook cover all areas of games and entertainment technologies, such as digital entertainment; technology, design/art, and sociology. The handbook consists of contributions from top class scholars and researchers from the interdisciplinary topic areas. The aim of this handbook is to serving as a key reference work in the field and provides readers with a holistic picture of this interdisciplinary field covering technical issues, aesthetic/design issues, and sociological issues. At present, there is no reference work in the field that provides such a broad and complete picture of the field. Engineers and researchers who want to learn about this emerging area will be able to find adequate answers regarding technology issues on digital entertainment. Designers and artists can learn how their skills and expertise can contribute to this emerging area. Also researchers working in the field of sociology and psychology will find how their experience and knowledge are connected to other areas such as technology and art/design. Although topics are written by foremost experts from the field, the description for each topic has been intended to be easily understandable but yet comprehensive enough so that it caters not only for the experts but also beginners and students in the field.