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Abstrak :
Penelitian ini bertujuan untuk menganalisis pengaruh e-service quality terhadap e-satisfaction dengan mediasi e-trust pada aplikasi HRD Portal pada Holding BUMN Jasa Survey. Penelitian ini menggunakan pendekatan kuantitatif dan masuk dalam kategori eksplanatif. Teknik pengambilan sampel menggunakan total sampling. Jumlah sampel pada penelitian ini adalah 82 responden. Instrumen pada penelitian ini menggunakan kuesioner yaitu Google-Form dan kuesioner disebarkan secara online (grup whatsapp, personal chat) dan langsung di lokasi penelitian (Kantor Biro Klasifikasi Indonesia lantai 4, Jakarta). Analisis data menggunakan SEM-PLS (structural Equation Modeling-Partial Least Square) dengan pengolahan data menggunakan perangkat lunak SMARTPLS-3. Dari empat hipotesis yang ada dalam penelitian ini, tiga hipotesis diterima dan satu hipotesis ditolak. Studi ini memberikan rekomendasi pada kualitas layanan pada aplikasi HRD Portal, untuk meningkatkan e-satisfaction dan e-trust pengguna. Tujuannya agar pengguna semakin nyaman dan aman dalam menggunakan aplikasi HRD Portal. ......This study aims to analyze the effect of e-service quality on e-satisfaction with e-trust mediation on the HRD Portal application at the Holding BUMN Survey Services. This research uses a quantitative approach and falls into the explanatory category. The sampling technique used total sampling. The number of samples in this study were 82 respondents. The instrument in this study used a questionnaire, namely Google-Form and the questionnaire was distributed online (whatsapp group, personal chat) and directly at the research location (4th floor Office of the Indonesian Classification Biro, Jakarta). Data analysis using SEM-PLS (structural Equation Modeling-Partial Least Square) with data processing using SMARTPLS-3 software. Of the four hypotheses in this study, three hypotheses were accepted and one hypothesis was rejected. This study provides recommendations on service quality in the HRD Portal application, to increase user e-satisfaction and e-trust. The goal is to make users more comfortable and secure in using the HRD Portal application.

Abstrak :
Peneleitian ini akan membahas terkait faktor-faktor yang mempengaruhi perilaku negatif konsumen seperti Negative Past Experience, Symbolic Incongruity, Ideological Incompatibility, dan Rumor pada kebencian masyarakat pada suatu merek atau perusahaan. Hal ini dilakukan karena jurnal-jurnal pemasaran terdahulu menyatakan bahwa perilaku negatif konsumen memiliki peran yang sama pentingnya dengan perilaku positif konsumen. Disisi lain penelitian terkait perilaku negatif masih jarang dilakukan hingga sekarang. Subjek dari penelitian ini adalah Restoran Holywings yang telah terkena kasus cancel culture karena penerapan strategi pemasaran yang dianggap kontroversial. Pendekatan kuantitatif digunakan dalam penelitian ini dengan teknik purposive sampling pada 371 responden yang didapatkan melalui penyebaran kuesioner secara daring. Data yang didapatkan diolah menggunakan SPSS melalui analisis statistik deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa terdapat beberapa pengaruh yang signifikan yaitu pengaruh ideological incompatibility terhadap brand hate, pengaruh symbolic incongruity terhadap brandhate. Telah ditemukan variabel negative past experience dan rumor tidak memilik pengaruh yang signifikan terhadap brand hate. ......This research will discuss the factors that influence negative consumer behavior such as Negative Past Experience, Symbolic Incongruity, Ideological Incompatibility, and Rumors on public hatred of a brand or company. This is done because previous marketing journals state that negative consumer behavior has an equally important role as positive consumer behavior. On the other hand, research related to negative behavior is still rarely done until now. The subject of this research is Holywings Restaurant which has been exposed to cancel culture cases due to the implementation of marketing strategies that are considered controversial. A quantitative approach was used in this study with a purposive sampling technique on 371 respondents obtained through distributing questionnaires online. The data obtained was processed using SPSS through descriptive statistical analysis and multiple linear regression analysis. The results showed that there were several significant influences, namely the influence of ideological incompatibility on brand hate, the influence of symbolic incongruity on brand hate. It has been found that the variables negative past experience and rumors do not have a significant influence on brand hate.

Abstrak :
Perkembangan media sosial global menyebabkan strategi pemasaran perusahaan bergeser untuk menggunakan konten digital media sosial melalui influencer, khususnya makro-influencer yang memiliki followers di atas seratus ribu hingga satu juta. Penelitian ini bertujuan untuk menganalisis pengaruh perceived influence terhadap purchase intention melalui brand engagement in self concept dan brand expected value sebagai variabel mediasi. Penelitian ini menggunakan Structural Equation Modeling-Partial Least Square untuk menganalisis data melalui perangkat lunak SMARTPLS-3. Kuesioner dihimpun melalui Google Form dan disebarkan melalui fitur direct message, Instagram, Twitter, Linkedin, dan Whatsapp kepada 279 responden. Hasil penelitian ini membuktikan bahwa perceived influence dari Rifat Sungkar dapat berpengaruh terhadap purchase intention Mitsubishi Xpander apabila dimediasi oleh brand engagement in self concept dan brand expected value (H1 dan H2 diterima). Namun, tidak ada pengaruh signifikan pada perceived influence Rifat Sungkar pada purchase intention Mitsubishi Xpander secara langsung (H3 ditolak). Hasil juga menunjukan bahwa terdapat hubungan signifikan antara brand engagement in self concept dan brand expected value (H4 diterima). ......The development of global social media has caused companies' marketing strategies to shift to using social media digital content through influencers, especially macro-influencers who have followers above one hundred thousand to one million. This study aims to analyse the effect of perceived influence on purchase intention through brand engagement in self concept and brand expected value as mediating variables. This study used Structural Equation Modeling-Partial Least Square to analyse the data through SMARTPLS-3 software. The questionnaire was collected through Google Form and distributed through direct message, Instagram, Twitter, Linkedin, and Whatsapp features to 279 respondents. The results of this study prove that perceived influence from Rifat Sungkar can affect Mitsubishi Xpander purchase intention when mediated by brand engagement in self concept and brand expected value (H1 and H2 accepted). However, there is no significant effect on Rifat Sungkar's perceived influence on Mitsubishi Xpander purchase intention directly (H3 is rejected). The results also show that there is a significant relationship between brand engagement in self concept and brand expected value (H4 accepted).