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Abstrak :
Penelitian ini bertujuan untuk mengetahui pengaruh personalized ads terhadap impulsive buying pada konsumen wahha dress. Metode penelitian menggunakan kuantitatif dengan teknik purposive sampling. Hasil penelitian menunjukan personalized ads dalam Instagram berpengaruh secara signifikan terhadap motivasi utilitarian dan motivasi hedonis, kemudian motivasi utilitarian dan motivasi hedonis memberikan pengaruh yang tidak signifikan terhadap impulsive buying. Selain itu, terlihat personalized ads brand Wahha Dress memiliki pengaruh langsung secara positif dan signifikan terhadap utilitarian motivation dan hedonic motivation konsumen, utilitarian motivation dan hedonic motivation yang timbul dalam benak konsumen tidak secara signifikan mendorong konsumen untuk membeli produk Wahha Dress, dan personalized ads yang dilakukan oleh Wahha Dress tidak berpengaruh secara langsung serta tidak secara signifikan mendorong konsumen untuk membeli secara impulsif. Berdasarkan analisis deskriptif, penelitian merekomendasikan agar pemasar menitik beratkan atau berfokus pada nilai fungsi dari produk, serta pemasar sebaiknya memberikan strategi harga diskon atau menjual produk dengan harga yang termasuk dalam kategori murah. ......This study aims to determine the effect of personalized ads towards impulsive buying on Wahha Dress consumers. This study method uses a quantitative approach with purposive sampling technique. The results showed that personalized ads on Instagram had a significant effect on utilitarian motivation and hedonic motivation, then utilitarian motivation and hedonic motivation had an insignificant effect on impulsive buying. In addition, it can be seen that Wahha Dress’s personalized ads have a positive and significant direct influence on consumer utilitarian motivation and hedonic motivation, the utilitarian motivation and hedonic motivation that arise in the minds of consumers do not significantly encourage consumers to buy Wahha Dress products, and the personalized ads are carried out. Wahha Dress has no direct effect nor does it significantly encourage consumers to buy impulsively. Based on descriptive analysis, the research recommends that marketers emphasize on the function value of the product, and marketers should provide a discount pricing strategy or sell products at prices that are included in the cheap category.

Abstrak :
[ABSTRAK
Tesis ini meneliti tentang faktor penting yang memotivasi konsumen Generasi Y untuk melakukan penelusuran produk dari sebuah restoran pada platform media sosial Instagram, dan menguji apakah niat untuk melakukan penelusuran produk tersebut akan mempengaruhi purchase intention di masa depan dan selanjutnya mengarah kepada pertukaran/berbagi informasi produk tersebut (word-of-mouth intention) dengan teman dan kenalan. Setelah dilakukan tinjauan pustaka dan penyusunan hipotesis, diperolah data dari penyebaran kuesioner kepada 223 responden yang berusia 16-35 pada tahun 2015 ini (kelompok Generasi Y) dan mempunyai akun Instagram serta pernah melakukan penelusuran produk sebuah restoran melalui platform tersebut, dengan melakukan pendekatan convenience sampling dan snowball sampling, dan kemudian dilakukan analisis terhadap data dengan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa niat konsumen untuk melakukan penelusuran produk sebuah restoran pada media sosial Instagram dipengaruhi secara positif dan signifikan oleh utilitarian motivation dan keempat dimensi yang membentuknya, yaitu convenience, information availability, product selection, customized advertisement dan juga hedonic motivation serta keempat dimensi yang membentuknya, yaitu trend discovery, socializing, adventure, authority & status. Dimana dari variabel utilitarian motivation, dimensi product selection memiliki pengaruh yang paling besar terhadap niat tersebut. Sedangkan untuk variabel hedonic motivation, dimensi adventure adalah yang memiliki pengaruh yang terbesar. Lebih lanjut, penelusuran produk yang dilakukan oleh pengguna Instagram tersebut berpengaruh secara positif dan signifikan terhadap purchase intention dan word-of-mouth intention.

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ABSTRACT
This thesis examines the important factors that motivate Generation Y consumers to browse the product of a restaurants on Instagram; as well as how the intention to browse the product will affect the purchase intention in the future and in turn lead to exchange or share the product information (word-of-mouth intention) with friends. After conducting a comprehensive literature study and crafting hypothesis, some useful data were obtained from the questionnaires distributed to 223 respondents aged 16-35 years in 2015 (Generation Y) and having Instagram account and have ever browsed the product of a restaurants through the platform, with a convenience sampling and snowball sampling approaches. This followed by an analysis of the data with Structural Equation Modeling (SEM). The research has provided us with an interisting observation whereby the consumer intentions to browse the product of a restaurants on Instagram positively and significantly influenced by utilitarian motivation and its four dimensions, namely convenience, information availability, product selection, customized advertisement and also hedonic motivation as well as its four dimensions, namely trend discovery, socializing, adventure, authority and status. Where for the utilitarian motivation, product selection has the greatest influence on the intention. As for the variable hedonic motivation, adventure has the greatest influence. Furthermore, browsing intention is linked in a significantly positive manner with purchase intention and word-of-mouth intention, This thesis examines the important factors that motivate Generation Y consumers to browse the product of a restaurants on Instagram; as well as how the intention to browse the product will affect the purchase intention in the future and in turn lead to exchange or share the product information (word-of-mouth intention) with friends. After conducting a comprehensive literature study and crafting hypothesis, some useful data were obtained from the questionnaires distributed to 223 respondents aged 16-35 years in 2015 (Generation Y) and having Instagram account and have ever browsed the product of a restaurants through the platform, with a convenience sampling and snowball sampling approaches. This followed by an analysis of the data with Structural Equation Modeling (SEM). The research has provided us with an interisting observation whereby the consumer intentions to browse the product of a restaurants on Instagram positively and significantly influenced by utilitarian motivation and its four dimensions, namely convenience, information availability, product selection, customized advertisement and also hedonic motivation as well as its four dimensions, namely trend discovery, socializing, adventure, authority and status. Where for the utilitarian motivation, product selection has the greatest influence on the intention. As for the variable hedonic motivation, adventure has the greatest influence. Furthermore, browsing intention is linked in a significantly positive manner with purchase intention and word-of-mouth intention]

Abstrak :
Tujuan dari penelitian ini adalah untuk mengetahui bagaimana motivasi browsing mempengaruhi dorongan konsumen untuk membeli secara impulsif selama Pandemi COVID-19. Berdasarkan kerangka Stimulus-Organism-Response (S-O-R) dan teori motivasi, penelitian ini mengkaji bagaimana faktor situasi (pengaruh interpersonal, daya tarik visual dan portabilitas) dan faktor reaksi dalam m-commerce untuk menguji pembelian impulsif online. Penelitian ini juga mengkaji ciri kepribadian kecenderungan membeli impulsif sebagai faktor moderasi yang mempengaruhi hubungan antara motivasi browsing dan dorongan untuk membeli secara impulsif. Model persamaan struktural dikembangkan untuk menguji efek kausal antar variabel, mengumpulkan data dari 368 responden melalui kuesioner online, dan melakukan analisis menggunakan SEM-AMOS. Hasil penelitian menunjukkan bahwa faktor situasi mempengaruhi penjelajahan hedonis dan penjelajahan utilitarian secara berbeda. Sedangkan utilitarian browsing berpengaruh signifikan dan negatif terhadap dorongan konsumen untuk membeli secara impulsif, sedangkan hedonic browsing berpengaruh signifikan dan positif terhadap dorongan konsumen untuk membeli secara impulsif. Kecenderungan pembelian impulsif lebih lanjut secara signifikan memoderasi hubungan antara motivasi penelusuran (utilitarian dan hedonis) dan dorongan konsumen untuk membeli secara impulsif. Diskusi, batasan, dan implikasi juga disajikan dalam makalah ini ......The purpose of this study is to examining how browsing motivation influence consumer urge to buy impulsively during COVID-19 Pandemic. Based on the stimulus-Organism-Response (S-O-R) framework and motivation theory, this study investigated how situation factor ( interpersonal influence, visual appeal and portability) and reaction factor in m-commerce to examine online impulsive buying. This study also investigated personality trait impulse buying tendency as a moderating factor that affect the relationship between browsing motivation and urge to buy impulsively. the structural equation model was develop to test the causal effect between variable, we collected data from 368 respondent via online questionnaire, and carried out analysis using SEM-AMOS. The result indicates that situation factor differently affect hedonic browsing and utilitarian browsing. While utilitarian browsing have significant and negatively influence consumer urge to buy impulsively, whereas hedonic browsing have significant and positively influence consumer urge to buy impulsively. further impulsive buying tendency significantly moderates relationship between browsing motivation (utilitarian and hedonic) and consumer urge to buy impulsively. Discussions, limitations, and implications are also presented in the paper

Abstrak :
ABSTRAK Dalam berbisnis, setiap pelaku pemasar ingin konsumen mengetahui informasi dari produknya. Sebelum adanya internet, untuk mendapatkan suatu informasi konsumen dapat mencarinya melalui surat kabar, majalah, televisi maupun radio. Berbeda dengan saat ini, konsumen yang ingin mendapatkan suatu informasi dapat dengan mudah mencarinya dengan mengakses internet melalui smartphone, tablet maupun personal computer. Adapun perkembangan, yang terus berkembang dalam sepuluh tahun terakhir telah menjadi channel atau jalur untuk memasarkan maupun menginfomasikan produk. Salah satu yang digunakan oleh para pelaku pemasar untuk penyebaran informasi produk dan brandnya adalah Instagram. Adapun tujuan dari penelitian ini adalah untuk mengetahui bagaimana motivasi utilitarian dan hedonik mempengaruhi purchase intention, word-of-mouth intention dan impulse buying, dan mengetahui bagaimana social media produt browsing memberikan pengaruh kepada utilitarian motivation dan hedonic motivation. Berdasarkan hasil penelitian ini, diketahui bahwa hanya motivasi hedonik berpengaruh positif terhadap purchase intention, word-of-mouth intention dan impulse buying, namun tidak dengan motivasi utilitarian, dan penelusuran produk berpengaruh positif terhadap motivasi utilitarian dan hedonik.

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ABSTRACT In business, every marketer wants consumers to know about information of the its product. Before existence of internet, to get information consumers could look for it through newspaper, magazine, television or radio. Unlike today, consumers who want to get information can easily accessing the internet through smartphone, tablets or personal computers. As for development of social media, which has continued to grow in the past ten years has become channel or pathway to market and inform the products. One of the social media that used to inform the product and brand is Instagram. The purpose of this research is to determine how utilitarian and hedonic motivation influence purchase intention, word-of-mouth intention and impulse buying, and how social media product browsing influence on utilitarian and hedonic motivation. Based on the result of this study, it is know that only hedonic motivation has positive effect on purchase intention, word-of-mouth intention and impulse buying, but not with utilitarian motivation, and product browsing has positive effect on utilitarian and hedonic motivation