Hasil Pencarian  ::  Simpan CSV :: Kembali

"Berkembangnya industri kosmetik dan kecantikan di Indonesia menyebabkan permintaan konsumen akan kosmetik dan kecantikan meningkat dan memiliki potensi pasar yang luas. The Body Shop merupakan salah satu brand kosmetik dan kecantikan yang memiliki inovasi produk kosmetik eco-friendly di Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh innovation resistance terhadap eco-friendly cosmetic purchase intention brand The Body Shop melalui environmental concern dan health concern sebagai variabel moderasi pada pembeli kosmetik di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling kepada 167 responden melalui pengisian kuesioner secara online di Google Form. Teknik pengukuran pada penelitian ini diperoleh menggunakan SPSS dan SEM-PLS dimana hasil penelitian menunjukkan bahwa innovation resistance berpengaruh positif secara signifikan terhadap purchase intention. Penelitian ini juga mengungkapkan bahwa environmental concern dan health concern sebagai variabel moderasi juga berpengaruh memperkuat secara signfikan terhadap purchase intention pada kosmetik eco-friendly.

---

The development of the cosmetics and beauty industry in Indonesia has increased consumer demand and has a broad market potential for cosmetics and beauty. The Body Shop is a cosmetic and beauty brand that has innovative eco-friendly cosmetic products in Indonesia. This study aims to analyze the effect of innovation resistance on eco-friendly cosmetic purchase intention for the The Body Shop brand through environmental concerns and health concerns as moderating variables for cosmetic buyers in Jabodetabek. This study used a quantitative approach with a purposive sampling technique to 167 respondents by filling out an online questionnaire on the Google Form. The measurement technique in this study was obtained using SPSS and SEM-PLS, where the results showed that innovation resistance had a significant positive effect on purchase intention. This study also reveals that environmental concerns and health concerns as moderating variables also have a significant strengthening effect on purchase intention for eco-friendly cosmetics."

"Adanya pengaruh penyebaran informasi terkait produk dimedia sosial terhadap minat beli suatu produk ini dinilai dapat menjadi solusi untuk mendorong minat beli terkait produk ramah lingkungan melalui penyebaran informasi produk ramah lingkungan di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling pada 150 responden yang diperoleh melalui penyebaran kuesioner secara online dengan memanfaatkan Google Form. Objek dalam penelitian ini adalah Generasi Z dengan rentang usia 17-27 tahun dengan DKI Jakarta sebagai lokus dalam penelitian ini. Hasil penelitian ini menunjukkan bahwa social media information sharing memiliki pengaruh positif dan signifikan terhadap green purchase intention. Selain itu, hasil penelitian ini juga menunjukkan bahwa perceived green value dan subjective norms berpengaruh positif dalam memediasi social media information sharing dan green purchase intention.

---

The influence of information dissemination related to products on social media on buying interest in a product is considere to be a solution to encourage purchase intention to environmentally friendly products through information dissemination on environmentally friendly products in Indonesia. This study used a quantitative approach with a purposive sampling technique on 150 respondents who were obtained through online questionnaires using the Google Form. The objects in this study were Generation Z with an age range of 17-27 years in DKI Jakarta as the locus in this study. The results of this study indicate that social media information sharing has a positive and significant impact on green purchase intention. In addition, the results of this study also show that perceived green values ​​and subjective norms have a positive effect in mediating social media information sharing and green purchase intention."

"Pada masa revolusi industri 4.0, media sosial telah menjadi salah satu alat dalam aktivitas pemasaran yang dilakukan oleh bisnis untuk menarik konsumen agar tetap membeli produknya. Dengan demikian, menjadi suatu hal yang penting bagi bisnis untuk menggunakan media sosial untuk menciptakan sebuah loyalitas merek. Oleh karena itu, penelitian ini dilakukan dengan tujuan untuk menganalisis pengaruh perceived social media marketing activities terhadap brand loyalty dengan brand consciousness dan brand consciousness sebagai mediasi pada Konsumen Erigo Apparel yang bertempat tinggal di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatif. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 150 responden dengan teknik non probability sampling berupa purposive sampling. Dalam hal ini, analisis data yang digunakan adalah analisis deskriptif dan analisis inferensial dengan menggunakan uji sobel dan analisis regresi menggunakan SPSS. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara social media marketing activities terhadap brand loyalty, social media marketing activities terhadap brand consciousness, brand consciousness terhadap brand loyalty, social media marketing activities terhadap value consciousness, value consciousness terhadap brand loyalty, dan brand consciousness memediasi pengaruh antara social media marketing activities terhadap brand loyalty, serta value consciousness tidak memediasi pengaruh antara social media marketing activities terhadap brand loyalty pada konsumen Erigo Apparel yang bertempat tinggal di Jakarta.

---

In the industrial revolution 4.0, social media has become one of the tools in marketing activities carried out by businesses to attract consumers to keep buying their products. Thus, it is important for businesses using social media to create brand loyalty. Therefore, this study was conducted with the aim of analyzing the effect of perceived social media marketing activities on brand loyalty with brand consciousness and brand consciousness as mediation to Erigo Apparel consumers who live in Jakarta. This study uses a quantitative approach with the type of explanatory research. Data was collected by distributing questionnaires to 150 respondents using a non-probability sampling technique in the form of purposive sampling. In this case, the data analysis used is descriptive analysis and inferential analysis using Sobel test and regression analysis using SPSS. The results show that there is an influence between social media marketing activities on brand loyalty, social media marketing activities on brand consciousness, brand consciousness on brand loyalty, social media marketing activities on value consciousness, value consciousness on brand loyalty, and brand consciousness mediating the influence between social media marketing activities on brand loyalty, and value consciousness do not mediate the effect of social media marketing activities on brand loyalty on Erigo Apparel consumers who live in Jakarta."

"Seiring dengan perkembangan teknologi komunikasi dan internet sekarang ini, media sosial telah menjadi sarana komunikasi, sumber informasi, dan pemasaran merek yang strategis bagi perusahaan, salah satunya dengan digital influencer. Sebagai online opinion leader, opini dan rekomendasi digital influencer mampu mempengaruhi persepi para pengikutnya. Namun beberapa hasil penelitian terdahulu menyatakan bahwa tingkat popularitas digital influencer belum tentu sebanding dengan tingkat pengaruh yang dapat diberikan kepada pengikutnya. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh perceived influence Tasya Farasya sebagai mega-influencer produk kosmetik Indonesia terhadap purchase intention pengikutnya pada produk kosmetik merek Maybelline melalui brand engagement in self-concept dan brand expected value sebagai variabel mediasi. Pendekatan penelitian kuantitatif dengan sampel sebanyak 220 orang melalui kuesioner online Gform dengan metode non probabilita. Hasil penelitian menunjukkan bahwa perceived influence berpengaruh positif secara langsung terhadap purchase intention; perceived influence berpengaruh positif terhadap purchase intention melalui brand engagement in self-concept dan brand expected value, serta brand engagement in self-concept berpengaruh positif terhadap brand expected value. Rekomendasi penelitian agar Maybelline mempertahankan penggunaan influencer yang memiliki keahlian di bidang produk kosmetik seperti Tasya Farasya serta meningkatkan pertimbangannya untuk memilih influencer yang memiliki kemampuan persuasif yang tinggi dalam mempengaruh persepsi pengikutnya.

---

Along with the development of communication technology and the internet nowdays, social media has become a means of communication, a source of information, and strategic brand marketing for companies, one of which is digital influencers. As an online opinion leader, digital influencers' opinions and recommendations are able to influence the perceptions of their followers. However, some previous research results state that the level of popularity of digital influencers is not necessarily proportional to the level of influence that can be given to their followers. Therefore, this research aims to analyze the effect of Tasya Farasya's perceived influence as a mega influencer on the purchase intention of Maybelline cosmetic products by her followers on Instagram through brand engagement in self-concept and brand expected value as a mediating variable. A quantitative research approach with a sample of 220 people through an online google form questionnaire with a non-probability method. The results shows that perceived influence had a direct positive effect on purchase intention; perceived influence has a positive effect on purchase intention through brand engagement in self-concept and brand expected value; and brand engagement in self-concept has a positive effect on brand expected value. This study recommends that Maybelline maintain the use of influencers who have expertise in cosmetic products such as Tasya Farasya and increase their consideration in choosing influencers who have high persuasive abilities in influencing the perceptions of their followers."

"Persaingan e-commerce untuk mendapatkan pelanggan membuat pelaku industri online memerlukan nilai unggul dan berbagai upaya untuk meningkatkan hubungan dengan pelanggan agar tercipta loyalitas terhadap e-commerce. Penelitian ini bertujuan meneliti customer relationship management terhadap competitive advantage dan customer loyalty sebagai variabel mediasi pada Shopee sebagai e-commerce dengan pengunjung terbanyak di Indonesia. Penelitian dilakukan dengan pendekatan kuantitatif dengan penyebaran kuesioner kepada 130 responden menggunakan teknik non-probability sampling berupa purposive dan dianalisis menggunakan SPSS dan SmartPLS. Hasil penelitian menunjukkan bahwa dimensi customer relationship management yaitu customer orientation memiliki pengaruh positif terhadap customer loyalty, sedangkan customer knowledge dan technology capabilities memiliki pengaruh negatif terhadap customer loyalty. Pada variabel competitive advantage ditemukan technology capabilities memiliki hubungan yang positif, sedangkan pada customer knowledge dan customer orientation ditemukan hubungan yang negatif. Ditemukan juga bahwa customer loyalty tidak memiliki pengaruh terhadap competitive advantage. Dan juga customer loyalty tidak memediasi hubungan antara customer relationship management dan competitive advantage.

---

E-commerce competition to get customers means that online industry players need superior value and various efforts to improve relationships with customers to create loyalty to e-commerce. This research aims to examine customer relationship management regarding competitive advantage and customer loyalty as mediating variables in Shopee as the e-commerce with the most visitors in Indonesia. The research was carried out with a quantitative approach by distributing questionnaires to 130 respondents using a non-probability sampling technique in the form of purposive and analyzed using SPSS and SmartPLS. The results of the research show that the customer relationship management dimension, namely customer orientation, has a positive influence on customer loyalty, while customer knowledge and technology capabilities have a negative influence on customer loyalty. For the competitive advantage variable, technology capabilities were found to have a positive relationship, while for customer knowledge and customer orientation a negative relationship was found. It was also found that customer loyalty has no influence on competitive advantage. And also customer loyalty does not mediate the relationship between customer relationship management and competitive advantage."

"Penelitian ini bertujuan untuk menganalisis pengaruh brand experience dan brand personality terhadap brand loyalty melalui brand prestige, brand trust, dan customer satisfaction dari produk sepeda motor Honda CBR150R. Penelitian ini menggunakan pendekatan kuantitatif metode survei pada pengguna sepeda motor Honda CBR150R di Jakarta. Sampel dalam penelitian ini berjumlah 100. Penelitian melakukan uji validitas dengan analisis faktor dan reliabilitas dengan Cronbach’s Alpha. Structural Equation Modelling (SEM) digunakan dalam pengujian hipotesis. Hasil penelitian menunjukkan bahwa brand experience memiliki pengaruh langsung terhadap brand prestige dan brand loyalty; brand personality memiliki pengaruh langsung ke brand prestige dan brand trust; brand trust memiliki pengaruh langsung dan tidak langsung ke brand loyalty. Sementara, brand prestige terbukti tidak memiliki pengaruh tidak langsung terhadap brand loyalty.

---

This study aims to analyse the effect of brand experience and brand personality on brand loyalty through brand prestige, brand trust, and customer satisfaction from Honda CBR150R. This study uses a quantitative approach to survey the methods for Honda CBR150R motorcycle users in Jakarta. This study uses 100 respondents as a sample to collect data through questionnaire. The study employs validity measurement using factor analysis and reliability measurement using Cronbach's Alpha. Structural Equation Modelling (SEM) is used in hypothesis testing. The findings present that brand experience has a direct effect on brand prestige and brand loyalty; brand personality has a direct effect on brand prestige and brand trust; brand trust has a direct effect and an indirect effect on brand loyalty. In addition, brand prestige is revealed has no indirect effect on brand loyalty.

"

"Sebagai salah satu e-commerce terbesar di Indonesia, Blibli harus terus meningkatkan loyalitas penggunanya. Akan tetapi, Blibli masih mengalami penurunan pada jumlah pengunjung website bulanan dan pengguna aktif harian di perangkat Android. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh e-service quality terhadap e-customer loyalty dengan e-customer satisfaction sebagai variabel mediasi pengguna Blibli di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Penelitian ini dilakukan dengan menyebarkan kuesioner melalui Google Form kepada 140 responden yang merupakan pengguna Blibli, berusia minimal 18 tahun, dan telah melakukan transaksi minimal 2 kali dalam 6 bulan terakhir. Penelitian ini menggunakan analisis deskriptif, analisis regresi, uji z, dan uji Sobel untuk menganalisis data. Hasil penelitian ini menunjukkan bahwa e-service quality memiliki dampak langsung dan signifikan terhadap e-customer satisfaction dengan efisiensi sebagai dimensi yang paling dominan. Hasil penelitian ini juga menunjukkan bahwa e-service quality memiliki dampak langsung dan signifikan terhadap e-customer loyalty dengan efisiensi sebagai dimensi yang paling dominan. Selain itu, hasil penelitian ini menemukan efek mediasi e-customer satisfaction dalam hubungan antara e-service quality dan e-customer loyalty pengguna Blibli di Jabodetabek.

---

As one of the biggest e-commerce in Indonesia, Blibli must continue to increase the loyalty of its users. However, Blibli is still experiencing a decline in the number of monthly website visitors and daily active users on android devices. The purpose of this research is to analyze the effect of e-service quality on e-customer loyalty with e-customer satisfaction as a mediating variable for Blibli users in Jabodetabek. This research uses a quantitative approach with a purposive sampling technique. This research was carried out by distributing questionnaires via Google Form to 140 respondents who are Blibli users, at least 18 years old, and have made at least 2 transactions in the last 6 months. This research uses descriptive analysis, regression analysis, z test, and Sobel test to analyze the data. The results of the study shows that e-service quality has a direct and significant impact on e-customer satisfaction with the efficiency as the most dominant dimension. The results of this study also shows that e-service quality has a direct and significant impact on e-customer with the efficiency as the most dominant dimension. In addition, the results of this research found the mediation effect of e-customer satisfaction in the relationship between e-service quality and e-customer loyalty for Blibli users in Jabodetabek."

"Perusahaan Traveloka ditantang untuk mempertahankan customer brand engagement dalam era transisi digital, salah satu caranya adalah melalui gamification dengan fitur Game Farm. Tujuan penelitian ini adalah untuk menganalisis pengaruh gamification terhadap customer brand engagement pada pengguna Traveloka Game Farm. Metode yang digunakan adalah pendekatan kuantitatif dengan kuesioner 177 responden yang memenuhi kriteria dengan teknik penarikan sampel secara purposive sampling yang merupakan bagian dari non-probability sampling. Pengolahan data menggunakan analisis statistik deskriptif dan analisis statistik inferensial dalam bentuk regresi sederhana serta regresi berganda untuk menentukan dimensi yang paling kuat dalam pengujian variabel. Hasil dari penelitian menunjukkan bahwa terdapat pengaruh gamification terhadap customer brand engagement pada pengguna Traveloka yang memakai fitur Game Farm. Penelitian ini juga menunjukkan hasil bahwa dimensi game components memiliki pengaruh yang paling kuat daripada dimensi game mechanics dan game dynamics.

---

Companies like Traveloka are challenged to retain customer brand engagement within the competitive digital transition era between other similar companies, one of which is through gamification in the form of Game Farm. The purpose of this research is to analyze how gamification affects customer brand engagement towards Traveloka Game Farm users. Within this research, the method used is a quantitative approach through a questionnaire spread towards 177 Traveloka respondents who have fulfilled the sampling criteria. The data collected from the survey is analyzed using descriptive statistical analysis as well as inferential statistical analysis through a simple regression analysis and multiple regression analysis to determine which dimension of the variable has the largest impact with the SPSS 20 software. The result of this research shows that gamification does affect customer brand engagement. Between gamification’s three dimensions, game components are the most significant compared to game mechanics and game dynamics dimensions."

"

Masa pasca pandemi COVID-19 telah merubah perilaku perusahaan untuk lebih melek terhadap transformasi digital. Penerapan chatbot dalam dunia bisnis merupakan salah satu bentuk digitalisasi yang dapat meningkatkan keunggulan kompetitif untuk menghadapi persaingan yang semakin ketat. Namun sayangnya masih minim penelitian yang membahas efektivitas implementasi chatbot di Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh chatbot marketing efforts terhadap customer response melalui communication quality dan customer brand relationship pada pengguna Tanya Veronika di aplikasi My Telkomsel. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan melalui penyebaran kuesioner secara purposive sampling dengan Google Form kepada 196 responden yang merupakan pengguna aplikasi My Telkomsel, minimal berusia 18 tahun, dan pernah menggunakan fitur Tanya Veronika di aplikasi My Telkomsel minimal dua kali dalam satu tahun terakhir. Data yang diperoleh, diolah menggunakan SEM melalui SmartPLS 4.0. Hasil penelitian mengungkapkan bahwa customer response pada pengguna Tanya Veronika di aplikasi My telkomsel dipengaruhi secara positif dan signifikan oleh chatbot marleting efforts melalui communication quality dan customer brand relationship.

---

The era of post-COVID-19 pandemic has driven changes in company behavior to emphasize awareness on digital transformation. The implementation of chatbots in the business sector is one of the forms of digitalization that can increase competitive advantage to compete in the increasingly tight competition. However, there is still a lack of research that discusses about the effectiveness of chatbot implementation in Indonesia. This study aimed to analyze the effect of chatbot marketing efforts on customer response through communication quality and customer brand relationship on Tanya Veronika's users in My Telkomsel application. This study used a quantitative approach with data collection techniques through distributing questionnaires using purposive sampling with Google Form to 196 respondents who are users of the My Telkomsel application, a minimum of 18 years old, and have used the Tanya Veronika feature in My Telkomsel application at the very least twice in the past year. The data obtained is processed using SEM through SmartPLS 4.0. The results revealed that customer response on Tanya Veronika's users in the My Telkomsel application is positively and significantly affected by chatbot marketing efforts through communication quality and customer brand relationship.

"

"Perkembangan teknologi memberikan dampak bagi industri fashion untuk melakukan kegiatan pemasaran dalam memenuhi kebutuhan konsumen. Penggunaan teknologi digital dalam kegiatan pemasaran menciptakan peluang bagi merek untuk dapat berinteraksi dengan konsumen tanpa adanya interaksi secara langsung yang disebut contactless marketing. Penelitian ini bertujuan untuk mengetahui pengaruh contactless marketing yang diterapkan brand fashion H&M terhadap customer satisfaction dan revisit intention. Terdapat empat tools yang digunakan H&M dalam contactless marketing-nya yaitu AI chatbot, augmented reality (AR), virtual reality (VR), dan live streaming. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 151 responden yang merupakan pelanggan dari brand fashion H&M yang pernah menggunakan tools contactless marketing yang disediakan H&M. Penelitian ini menggunakan teknik pengolahan data statistik deskriptif, PLS-SEM, dan ANOVA dengan bantuan software SPSS dan SMART PLS-3. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif antara contactless marketing yang diterapkan H&M terhadap customer satisfaction dan revisit intention.

---

Technological developments have an impact on the fashion industry to carry out marketing activities to meet consumer needs. The use of digital technology in marketing activities creates opportunities for brands to interact with consumers without interaction in person called contactless marketing. This study aims to determine the impact of contactless marketing of H&M on customer satisfaction and revisit intention. This study also looks at differences in consumer motivation, namely motivation to seek information and motivation to seek enjoyment in using contactless marketing tools from H&M which leads to customer satisfaction and revisit intention. There are four tools used by H&M in its contactless marketing, such as AI chatbot, augmented reality (AR), virtual reality (VR), and live streaming. This research uses a quantitative approach with a survey method of 151 respondents who are customers of the H&M brand who have used contactless marketing tools provided by H&M. This study uses descriptive statistical data processing techniques, PLS-SEM, and ANOVA using SPSS and SMART PLS-3 software. The results showed that there is a positive influence between contactless marketing implemented by H&M on customer satisfaction and revisit intention."