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"TikTok Shop, sebagai social commerce nomor satu di Indonesia, menghadirkan pengalaman baru dalam berbelanja secara online melalui live streaming shopping. Ini memungkinkan aktivitas jual beli dilakukan secara real time yang kemudian menjadi faktor online purchase intention. Salah satu toko yang mengadaptasi teknik ini dan berhasil adalah merek produk fashion lokal Swepo. Swepo berhasil memaksimalkan seluruh fitur live streaming shopping dengan memanfaatkan event Hari Belanja Online Nasional untuk meningkatkan penjualannya. Makalah ini dengan tujuan untuk mengetahui bagaimana fenomena live streaming shopping dimanfaatkan melalui strategi komunikasi pemasaran merek produk fashion lokal Swepo. Qualitative Content Analysis digunakan sebagai metodologi pada analisis ini. Hasil analisis menunjukkan bahwa online purchase intention meningkat melalui interactivity, perceived credibility, perceived attractiveness, argument quality, dan price awareness yang tumbuh akibat kemampuan komunikasi host dalam berinteraksi dengan penonton.

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TikTok Shop, as the number one social commerce in Indonesia, presents a new experience in shopping online through live streaming shopping. This allows buying and selling activities to be carried out in real time which then becomes a factor of online purchase intention. One store that has adapted this technique and been successful is local fashion brand Swepo. Swepo managed to maximize all of its live streaming shopping features by taking advantage of the National Online Shopping Day event to increase its sales. This paper aims to find out how the phenomenon of live streaming shopping is exploited through the marketing communication strategy of the local fashion brand Swepo. Qualitative Content Analysis is used as the methodology in this analysis. The results of the analysis show that online purchase intention increases through interactivity, perceived credibility, perceived attractiveness, argument quality, and price awareness which grows due to the host's communication skills in interacting with the audience."

"Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor interaksi interpersonal yang mempengaruhi intensi pembelian terhadap produk fashion lokal Indonesia melalui TikTok live stream shopping, berdasarkan teori Stimulus-Organism-Response (SOR). Sampel penelitian terdiri dari pengguna TikTok live stream shopping yang pernah menonton sesi live stream shopping produk fashion lokal dari Indonesia, tinggal di wilayah Jabodetabek, dan berusia antara 18 hingga 34 tahun. Kuesioner penelitian disebarkan secara online, dan sebanyak 295 responden berhasil mengisi kuesioner. Data yang terkumpul kemudian dianalisis menggunakan metode Structural Equation Modeling (SEM) dengan menggunakan software PLS-SEM. Menurut penelitian ini, Perceived similarity berhubungan positif dengan Swift guanxi. Selain itu, Perceived similarity Perceived responsiveness berhubungan positif dengan Initial Trust. Swift guanxi dan Initial Trust berhubungan positif dengan Purchase Intention. Selain itu, ditemukan bahwa swift guanxi memiliki peran mediasi yang positif terhadap Perceived similarity pada Purchase Intention di TikTok live streaming shopping. Terakhir, Initial Trust secara positif memediasi efek Perceived similarity dan Perceived responsiveness terhadap Purchase Intention di TikTok live streaming shopping.

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This study aims to investigate the interpersonal interaction factors influencing purchase intention towards local Indonesian fashion products through TikTok live stream shopping, based on the Stimulus-Organism-Response (SOR) theory. The sample consists of TikTok livestream shopping users who have previously watched livestream shopping sessions of local fashion products from Indonesia, residing in the Jabodetabek area, and aged between 18 and 34 years. The research questionnaire was distributed online, and a total of 295 respondents successfully completed the survey. The collected data were analyzed using the Structural Equation Modelling (SEM) method with PLS-SEM software. According to this study, perceived similarity is positively related to swift guanxi. Additionally, perceived similarity and perceived responsiveness are also positively related to initial trust. Swift guanxi and Initial trust is positively related to the buyer's intention to purchase a product. Moreover, it is found that swift guanxi positively mediates the effect of perceived similarity on purchase intention in TikTok live stream shopping. Lastly, Initial trust positively mediates the effect of perceived similarity and perceived responsiveness on purchase intention in TikTok live stream shopping."

"Lingkungan media sosial yang mampu menyajikan berbagai informasi akan menjadi suatu hal yang memudahkan individu dalam menemukan hal yang mereka inginkan. Salah satunya dalam mengetahui informasi akan suatu produk. TikTok menyajikan berbagai jenis konten informatif yang berisi ulasan dari berbagai sudut pandang berdasarkan pengalaman yang dimiliki reviewer. Hal ini membantu konsumen dalam mengadopsi informasi yang didukung oleh kenyamanan, popularitas, kepercayaan, penghinaan melalui ulasan yang dibagikan. Ulasan konsumen pada platform TikTok menawarkan informasi yang beragam dengan jumlah informasi yang dapat membantu konsumen dalam mengevaluasi produk sebelum membeli. Penelitian ini menggunakan dual process theory dalam mengetahui persepsi konsumen dengan mediasi bantuan informasi (information helpfulness). Berdasarkan penelitian, ditemukan bahwa homofili sumber dan popularitas sumber mempengaruhi kemanfaatan informasi. Source Homophily memberikan pengaruh yang signifikan terhadap niat beli, pengaruhnya terhadap niat beli secara tidak langsung dimediasi oleh bantuan informasi. Pengambilan data dilakukan dengan metode purposive sampling menggunakan survei online kepada pengguna TikTok dengan umur 17-34 tahun. dikumpulkan sebanyak 200 responden yang kemudian diolah dan dianalisis menggunakan Partial Least Square-Structural Equation Method (PLS-SEM). Penelitian ini dapat membantu manajer merumuskan strategi perusahaan pemasaran yang menargetkan pengguna TikTok khususnya pada industri kecantikan.

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A social media environment that is able to present a variety of information will be something that makes it easier for individuals to find what they want. One of them in knowing the information about a product. TikTok presents various types of informative content that contains reviews from various points of view based on the reviewer's experience. This helps consumers adopt information that is supported by convenience, popularity, trust,  designed through shared reviews. Consumer reviews on the TikTok platform offer information that varies with the amount of information that can help consumers evaluate products before buying. This study uses dual process theory in knowing consumer perceptions by mediating information usefulness. Based on the research, it was found that Source Homophily and Source popularity affect the usefulness of information. Source Homophily also has a significant effect on purchase intention, its influence on purchase intention is indirectly mediated by information assistance. Data collection was carried out using a purposive sampling method using an online survey of TikTok users aged 17-34 years. 200 respondents were collected which were then processed and analyzed using the Partial Least Square-Structural Equation Method (PLS-SEM). This research can help managers formulate a marketing company strategy targeting TikTok users especially in the beauty industry."

"Dalam konteks brand fast fashion lokal Indonesia yaitu Erigo, eWOM yang terdiri dari aspek information quality, information quantity, dan information credibility yang informasi tersebar kepada pengguna TikTok generasi Z di Indonesia akan dapat memengaruhi tingkat adopsi informasi seseorang. Dengan pengadopsian informasi tersebut, maka akan berpengaruh pada niat pembelian pengguna TikTok yang terpapar informasi terkait brand Erigo. Desain penelitian yang digunakan pada penelitian ini adalah cross-sectional dengan metode purposive sampling. Penelitian ini menganalisis 142 responden dengan rentang usia 18-26 tahun yang menggunakan media sosial TikTok dan terpapar informasi terkait brand Erigo sebagai brand fast fashion. Metode pengumpulan data yang digunakan adalah survei online dan data yang didapat diolah dengan teknik Partial Least Squares – Structural Equation Modelling (PLS-SEM). Hasil dari olahan data menunjukkan bahwa information quality, quantity, dan credibility berpengaruh secara signifikan terhadap information usefulness. Information usefulness juga berpengaruh terhadap information adoption, dan information adoption berpengaruh purchase intention.

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In the context of Indonesia's local fast fashion brand, Erigo, eWOM which consists of aspects of information quality, information quantity, and information credibility that information spread to generation Z TikTok users in Indonesia will be able to influence a person's level of information adoption. With the adoption of this information, it will affect the purchase intention of TikTok users who are exposed to information related to the Erigo brand. The research design used in this study is cross-sectional with a purposive sampling method. This study analyzed 142 respondents aged 18-26 years who use TikTok social media and were exposed to information related to the Erigo brand as a fast fashion brand. The data collection method used is an online survey and the data obtained is processed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) technique. The results of the processed data show that information quality, quantity, and credibility have a significant effect on information usefulness. Information usefulness also affects information adoption, and information adoption affects purchase intention."

"Pesatnya perkembangan Korean Wave di Indonesia menjadi kesempatan baru bagi industri kecantikan dalam membangun strategi pemasaran. Salah satunya adalah Whitelab, yang telah menjadikan Sehun–seorang anggota boyband EXO asal Korea Selatan–sebagai Brand Ambassador mereka. Whitelab berusaha memanfaatkan ketertarikan dan loyalitas penggemar Sehun untuk menyebarkan brand awareness, membangun engagement, dan menaikkan angka penjualan melalui pengadaan merchandise serta event. Makalah ini disusun dengan tujuan untuk mengetahui bagaimana fenomena commodity fetishism pada penggemar EXO dimanfaatkan melalui strategi komunikasi pemasaran merek produk kecantikan lokal Whitelab. Metode penelitian ini menggunakan pendekatan kualitatif melalui pengumpulan data sekunder yang diperoleh dari studi literatur dan qualitative content analysis. Hasil analisis menemukan bahwa fenomena commodity fetishism terbentuk melalui penerapan strategi komunikasi pemasaran Whitelab yang ditandai dengan pengadaan merchandise serta event. Hal ini disebabkan oleh tingginya nilai yang diberikan penggemar Sehun EXO terhadap merchandise serta event, yang kemudian dapat menggiring penggemar pada sebuah kesadaran dan kebutuhan palsu (false consciousness).

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The rapid development of the Korean Wave in Indonesia has become a new opportunity for the beauty industry to develop marketing strategies. One of them is Whitelab, which has made Sehun – a member of the boy band EXO from South Korea – as their Brand Ambassador. Whitelab tries to gain benefits from fans' loyalty to build brand awareness, intensify engagement, and increase sales figures by procuring merchandise and events. This study seeks to find out how Whitelab utilizes the phenomenon of commodity fetishism among EXO fans through a marketing communication strategy. By combining literature studies and qualitative content analysis, the study finds that Sehun fans are highly interested in merchandise and events related to the idol. Thus, leading to false consciousness and need."

"Penelitian ini membahas faktor-faktor yang berpengaruh terhadap intensi pembelian dan ekuitas merek yang dimiliki oleh online influencer dalam menggunakan fitur siaran langsung pada aplikasi TikTok di Indonesia. Penelitian ini melaksanakan survei terhadap 248 responden yang berusia 18 hingga 24 tahun, pernah menggunakan fitur live streaming di TikTok dan berdomisili di Indonesia. Adapun metode penyebaran kuesioner dilakukan secara online menggunakan Google Form dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan software pengolahan data LISREL dan SPSS. Hasil dalam penelitian ini menunjukkan bahwa ideal-self congruity pada self-congruity theory dan virtual interactivity terbukti memengaruhi online influencer’s brand equity secara signifikan yang selanjutnya akan berpengaruh terhadap purchase intention melalui brand awareness, brand image, dan brand loyalty secara berurutan.

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This study discusses the factors that influence purchase intention and brand equity owned by online influencers through the usage of live streaming features on the TikTok app in Indonesia. This study conducted a survey of 248 respondents aged 18 to 24 years, ever used live streaming feature in TikTok, and lived in Indonesia. The questionnaire distribution method was collected online using Google Form and analyzed using Structural Equation Modeling (SEM) with LISREL and SPSS data processing software. The results in this study show that ideal self-congruity in self-congruity theory and virtual interactivity are proven to significantly affect online influencer's brand equity which will further affect purchase intention through brand awareness, brand image, and brand loyalty respectively."

"Industri fashion diproyeksikan akan terus tumbuh. Merek fesyen dengan mode cepat (fast fashion) yang sesuai tren terkini juga masih berkembang, tak terkecuali di Indonesia. Berbagai merek fast fashion terutama merek lokal khusus produk fyesen perempuan terus berstrategi untuk menarik konsumen. Penelitian ini bertujuan untuk mengetahui hubungan antara social media marketing activities (SM) dan tiga konstruk pemasaran yakni value consciousness (VC), brand consciousness (BC), serta brand love (BL) terhadap tahapan brand loyalty, yakni cognitive brand loyalty (CGL), affective brand loyalty (AL), dan conative brand loyalty (CNL). Penelitian ini diolah menggunakan Structural Equation Modeling (SEM) berdasarkan data dari sejumlah 242 responden yang diperoleh melalui penyebaran kuesioner terhadap konsumen merek fast fashion lokal khusus produk fesyen perempuan berusia 16-34 tahun yang pernah membeli produk serta mengetahui dan/atau mengikuti sosial media dari setidaknya salah satu merek berikut: Cottoinink, Colorbox, This is april, Et cetera, dan Gaudi dalam kurun waktu 6 bulan terakhir. Hasil dari penelitian ini membuktikan adanya pengaruh positif dari SM terhadap VC, BC, dan BL. Hasil penelitian juga mendemonstrasikan bahwa SM memiliki pengaruh positif langsung dan tidak langsung (melalui BC dan BL) terhadap tahapan brand loyalty. Implikasi manajerial serta saran bagi penelitian selanjutnya akan dibahas lebih lanjut pada penelitian ini.

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Fashion industry is projected to continuously grow. Fast fashion brands that match with the latest trends are also growing, including in Indonesia. Various fast fashion brands, especially local brands for women's fashion products, progressively build strategies to attract consumers. This study aims to determine the effects of social media marketing activities (SM) and marketing constructs which are value consciousness (VC), brand consciousness (BC), and brand love (BL) toward brand loyalty stages, namely cognitive brand loyalty (CGL), affective brand loyalty (AL), and conative brand loyalty (CNL). This research was using Structural Equation Modeling (SEM) based on 242 respondents’ data which was collected through distributing questionnaires to consumers of local fast fashion brands specifically for women’s fashion products aged 16-34 who have bought the product and know and/or follow social media from at least any of the following brands: Cottoinink, Colorbox, This is april, Et cetera, and Gaudi in the last 6 months. The results of this study prove that there is a positive effect of SM on VC, BC, and BL. The results also demonstrate that SM has a direct and indirect positive effect (through BC and BL) on the brand loyalty stage. The managerial implications and suggestions for further research will be discussed further in this study."

"Perkembangan lanskap digital mendorong terjadinya perubahan massif diberbagaiaspek kehidupan manusia khusus perilaku konsumsi. Hal ini mendorong banyak usahamasuk kedalam lanskap digital dengan pendekatan yang berbeda dalammengkomunikasikan produk yang dijual. Keberadaan pandemic Covid-19 mendorongbanyak masyarakat mulai menggunakan platform perdagangan elektronik seperti tiktoklive dalam pemenuhan kebutuhannya salah satunya adalah suplemen Kesehatan sepertiobat herbal. Komunikasi Pemasaran Terpadu dalam lanskap komunikasi digital diperlukandalam mengkomunikasikan produk obat herbal tersebut kepada para pembeli. Salah satubentuk strategi komunikasi digital itu adalah melalui Social Presence, dimana para penjualmemberikan rasa kehadiran bagi para pembelinya dalam mengkomunikasikan produk obatherbal yang diperjual-belikan. Penulisan ini akan berfokus pada pembentukkan strategikomunikasi Social Presence dalam komunikasi yang termediasi oleh komputer, yang salahsatunya terlihat dalam transaksi jual-beli obat herbal dalam aplikasi tiktok live. Penulisanini bertujuan untuk untuk menganalisa strategi komunikasi pemasaran social presencedalam live commercial shopping produk obat herbal bio insuleaf. Teori kehadiran(Presence theory) menunjukkan bahwa ketika orang merasakan kehadiran yang kuat dilingkungan atau situasi tertentu (dalam hal ini lingkungan virtual), mereka lebih mungkinuntuk terlibat dan dipengaruhi oleh lingkungan atau situasi itu (dalam hal ini adalah livecommercial shopping). Penelitian ini menggunakan pendekatan kualitatif, denganparadigma penelitian deskriptif untuk menjelaskan dan menganalisis kasus yang munculyaitu penjual-belian obat herbal melalui tiktok live.

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The development of the digital landscape encourages massive changes in various aspects

of human life, especially consumption behavior. This has driven many businesses into the

digital landscape with different approaches to communicating the commodities they sell.

The existence of the Covid-19 pandemic has encouraged many people to start using

electronic trading platforms such as tiktok live to fulfill their needs, one of which is health

supplements such as herbal medicines. Integrated Marketing Communications in the

digital communication landscape is needed in communicating these herbal medicinal

products to buyers. One form of digital communication strategy is through social presence,

where sellers provide a sense of presence for their buyers in communicating the herbal

medicinal commodities being traded. This paper will focus on establishing a

communication strategy for social presence in computer-mediated communication, one of

which can be seen in the buying and selling of herbal medicines in the tiktok live

application. This writing aims to analyze the social presence marketing communication

strategy in live commercial shopping for bio insuleaf herbal medicinal commodities.

Presence theory suggests that when people feel a strong presence in a particular

environment or situation (in this case a virtual environment), they are more likely to be

involved in and influenced by that environment or situation (in this case is live commercial

shopping). This study uses a qualitative approach, with a descriptive research paradigm to

explain and analyze cases that arise, namely the sale and purchase of herbal medicines

through live tiktok."

"Saat ini, merek fashion memiliki peran penting dalam kehidupan masyarakat. Perusahaan dan merek mapan menghadapi kesulitan untuk tetap relevan di industri fashion karena pertumbuhan sektor yang cepat dan semakin banyak kelahiran merek baru. Membedakan merek melalui upaya pemasaran dan manajemen merek dapat membantu bisnis tetap kompetitif dan menarik. Penelitian ini bertujuan untuk mengidentifikasi kredibilitas endorser dan kredibilitas merek sebagai upaya pemasaran untuk meningkatkan minat beli konsumen. Penelitian ini merupakan penelitian deskriptif kuantitatif yang bertujuan untuk mengkaji perilaku pembelian konsumen dalam konteks fashion brand lokal Indonesia. Studi ini mempelajari pola sikap konsumen saat ini terhadap merek dan kredibilitasnya melalui penyebaran kuesioner. Penelitian ini memiliki tujuan untuk memberikan wawasan bagi pelaku bisnis yang bergerak di industri fashion Indonesia untuk lebih memahami faktor-faktor dibalik niat beli. Penelitian ini menggunakan metode purposive sampling untuk mengumpulkan data dari 180 responden melalui kuesioner online. Data yang terkumpul kemudian dianalisis dengan menggunakan metode Partial Least Squares: Structural Equation Modeling (PLS-SEM) yang difasilitasi oleh alat SmartPLS. Temuan dari penelitian ini meliputi kredibilitas endorser memiliki hubungan positif terhadap niat beli konsumen ketika dimediasi oleh sikap terhadap merek dan kredibilitas merek serta kredibilitas merek hubungan positif pada niat beli ketika dimediasi oleh sikap terhadap kredibilitas merek dalam konteks merek fashion lokal Indonesia. Selanjutnya ditemukan bahwa jenis kelamin tidak memiliki pengaruh memoderasi terhadap hubungan antara sikap terhadap merek dan kredibilitas merek terhadap niat beli. Hasil dari penelitian ini dapat digunakan untuk mengoptimalkan komunikasi pemasaran dan strategi manajemen merek, yang mengarah pada pertumbuhan berkelanjutan di industri fashion di Indonesia.

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Today, fashion brands have a significant role in people's lives. It has become difficult for many established firms and labels to stay relevant in the fashion industry due to the fast-paced growth of the sector and an increasing number new brand. Differentiating brands via marketing and brand management efforts aids businesses remain competitive and appealing. This study aims to identify endorser credibility and brand credibility as marketing efforts to enhance consumers purchase intention. This research is quantitative descriptive research that seeks to examine consumers’ purchasing behavior within the Indonesian fashion local brands context. This will be achieved by studying current patterns of consumers' attitudes towards brand and its credibility through the distribution of questionnaires. This study aims to provide insights for businesses operating in the Indonesian fashion industry to better understand the factors behind the purchase intention. The study employs the purposive sampling method to gather data from 180 respondents through online questionnaire. The collected data is then subjected to analysis using the Partial Least Squares: Structural Equation Modeling (PLS-SEM) method, facilitated by the SmartPLS tool. The findings of this research include endorser credibility as having positive relationships on consumers’ purchase intention when mediated by attitude towards brand and brand credibility as well as brand credibility positive relationship on purchase intention when mediated by attitude towards brand credibility in Indonesia local fashion brands context. Furthermore, it is found that gender has no moderating effect on the relationship between attitude towards brand and brand credibility on purchase intention. The results can be used to optimize marketing communication and brand management strategies, leading to sustainable growth in the fashion industry in Indonesia."

"[Tujuan dari penelitian ini adalah untuk melihat pengaruh dari atributproduk fashion terhadap perilaku pembelian impulsif konsumen, dengan mempertimbangkan perilaku utilitarian web browsing dan hedonic web browsing konsumen di situs online yang menjual produk fashion. Sampel penelitian ini adalah 166 pria dan wanita yang pernah melakukan pembelian produk fashion di situs online lokal dalam kurun waktu 6 (enam) bulan terakhir. Data diolah dengan menggunakan metode Structural Equation Modeling. Hasil penelitian menunjukkan bahwa atribut produk yang mempengaruhi perilaku Utilitarian WebBrowsing konsumen adalah Variety of Selection, sedangkan atribut produk yang berpengaruh terhadap perilaku Hedonic Web Browsing konsumen adalah Price Attributes. Di samping itu, hasil penelitian menunjukkan bahwa perilaku Utilitarian Web Browsing berpengaruh secara negatif terhadap E-Impulse Buying, sedangkan Hedonic Web Browsing memiliki pengaruh positif terhadap E-Impulse Buying.;This research aims to analyze the effect of fashion product attributes on consumer?s e-impulse buying behavior by taking Utilitarian Web Browsing behavior and Hedonic Web Browsing behavior into account. The sample of this study were 166 people who made a purchase of fashion product in local fashion websites within a period of six months. Data were analyzed using Structural Equation Modeling method. The result shows that Variety of Selection affects consumer?s Utilitarian Browsing Behavior, whilst consumer?s Hedonic Web Browsing behavior is affected by the Price Attributes on fashion websites.Furthermore, the result shows that Utilitarian Web Browsing behavior has a negative influence on E-Impulse Buying, whilst Hedonic Web Browsing behavior has a positive influence on E-Impulse Buying;This research aims to analyze the effect of fashion product attributes on consumer?s e-impulse buying behavior by taking Utilitarian Web Browsing behavior and Hedonic Web Browsing behavior into account. The sample of this study were 166 people who made a purchase of fashion product in local fashion websites within a period of six months. Data were analyzed using Structural Equation Modeling method. The result shows that Variety of Selection affects consumer?s Utilitarian Browsing Behavior, whilst consumer?s Hedonic Web Browsing behavior is affected by the Price Attributes on fashion websites.Furthermore, the result shows that Utilitarian Web Browsing behavior has a negative influence on E-Impulse Buying, whilst Hedonic Web Browsing behavior has a positive influence on E-Impulse Buying, This research aims to analyze the effect of fashion product attributes on consumer’s e-impulse buying behavior by taking Utilitarian Web Browsing behavior and Hedonic Web Browsing behavior into account. The sample of this study were 166 people who made a purchase of fashion product in local fashion websites within a period of six months. Data were analyzed using Structural Equation Modeling method. The result shows that Variety of Selection affects consumer’s Utilitarian Browsing Behavior, whilst consumer’s Hedonic Web Browsing behavior is affected by the Price Attributes on fashion websites.Furthermore, the result shows that Utilitarian Web Browsing behavior has a negative influence on E-Impulse Buying, whilst Hedonic Web Browsing behavior has a positive influence on E-Impulse Buying]"