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"For the 50th Anniversary of the Academy of Marketing Science, the 2021 AMS Annual Conference and Marketing World Congress celebrates the history of marketing while also exploring its future. This includes research on possible new theory discoveries and findings that could lead to more efficient and impactful responses by marketers to the current multi-faceted global challenge array. The volume proposes that marketers strive to continue to offer value in a socially responsible way to the consumers within. Articles in this volume explore the influence of marketing innovations leveraged by the rising influence of artificial intelligence, virtual reality, mechanamorphics, a proliferation of data, changing economic power concentration, and a myriad of other factors. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science."

"This proceedings volume explores marketing opportunities and challenges that exist in the current, fast-changing landscape of the global marketplace. Current global issues such as the rising middle class in emerging markets, disruptive technological breakthroughs, big data analytics, changing consumer habits and concerns over national trade policies have renewed ethical concerns around consumer privacy and the tools companies use to operate, market to, connect and build a relationship with their customers. Featuring the full proceedings from the 2019 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, this book explores and assess the rate of change that drives companies to evaluate and adapt their marketing strategies to remain competitive.Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science."

"Perkembangan digitalisasi dan pandemi Covid-19 mendorong berbagai ritel untuk melakukan pengembangan model bisnisnya dalam menanggapi adanya pergeseran perilaku konsumen. Pengembangan tersebut dilakukan dengan menerapkan omnichannel pada model bisnisnya, di mana pada model bisnis ini merupakan model bisnis yang terintegrasi dan dapat memberikan pengalaman berbelanja yang seamless pada setiap Kanalnya. Pada beberapa tahun terakhir terdapat perkembangan yang pesat pada industri kosmetik di Indonesia, pasar lokal berhasil menghasilkan produk yang bersaing dengan produk luar negeri dan mendapatkan tanggapan positif dari masyarakat lokal. Dalam menanggapi perkembangan yang ada pada konsumen, peneliti melakukan penelitian untuk menguji faktor-faktor yang memengaruhi penggunaan beauty omnichannel di Indonesia. Penelitian ini menggunakan subjek Sociolla dan Avoskin sebagai pemimpin pasar pada bidangnya. Pada penelitian ini akan meneliti terkait faktor-faktor yang memengaruhi pengalaman berbelanja konsumen terhadap intensi dan perilaku penggunaan beauty omnichannel Sociolla. Pengumpulan data dilakukan dengan survei dan mendapatkan 251 responden Pengolahan data dilakukan dengan menggunakan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Hasil pengujian menunjukan bahwa variabel-variabel pada omnichannel customer experience seperti connectivity, integration, dan consistency memliki hubungan yang signfikan terhadap perceived compatibility. Pada variabel lainnya seperti flexibility dan personalization tidak memiliki hubungan yang signifikan terhadap perceived risk. Adapun perceived compatibility memiliki hubungan yang signifikan terhadap intensi pembelian omnichannel kecantikan dan perceived risk tidak memiliki hubungan yang signifikan terhadap intensi pembelian di omnichannel kecantikan. Dengan adanya penelitian ini maka diharapkan dapat menjadi wawasan bagi pembaca baik dalam segi beauty omnichannel maupun industri kecantikan secara umum. Penelitian ini juga ditujukan pada para pelaku ritel untuk dapat memberikan layanan dan produk yang sesuai dengan preferensi konsumen, diikuti dengan adanya Kanal management yang baik pada setiap Kanalnya.

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The digitalization and the Covid-19 pandemic have driven various retailers to develop their business models in response to the shifting of consumer behaviours. This development is achieved by implementing an omnichannel approach to their business model, which integrates multiple channels and provides a seamless shopping experience across the channel. In recent years, the cosmetic industry in Indonesia has experienced rapid growth, the local market starts to producing competitive products and received positive responses from the local consumer. In response to these consumer developments, researchers have conducted a study to examine the factors influencing the usage of beauty omnichannel in Indonesia. The study focuses on PT Social Bella Indonesia (Sociolla) and Avoskin as market leaders in beauty retail industry and skincare brand in Indonesia. The research aims to investigate the factors influencing consumer shopping experiences, customer intention, and customer behaviour towards using the beauty omnichannel. Data collection was conducted through a survey, with total of 251 respondents. The data was analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The test results indicate that variables related to omnichannel customer experience such as connectivity, integration, and consistency have a significant relationship with perceived compatibility. However, few variable such as  flexibility and personalization do not have a significant relationship with perceived risk. Furthermore, perceived compatibility has a significant relationship with the intention to purchase beauty products through omnichannel, while perceived risk does not have a significant relationship with the intention to purchase beauty products through omnichannel. This research is expected to provide insights for readers, both in terms of beauty omnichannel and the beauty industry in general. It also aims to guide retailers to provide services and products that suits with consumer preferences, accompanied by effective channel management across all channels."

"This volume explores the interconnection of social, political, technological and economic challenges that impact consumer relationships, new product launches and consumer interests. Featuring contributions presented at the 2019 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Edinburgh, Scotland, the theme of this proceedings draws from the Scottish Enlightenment movement of the mid-Eighteenth Century, which centered on ideas of liberty, progress and the scientific method. The core values of this movement are being challenged by the rapidly changing, globally shifting and digitally connected world. The contributions presented in this volume reflect and reframe the roles of marketers and marketing in incorporating and advancing the ideas of the Scottish Enlightenment within contemporary marketing theory and practice.Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations ofphenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. The series deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science."

"Penelitian ini bertujuan untuk menganalisis pengaruh Program Tanggung Jawab Sosial Perusahaan Terhadap Niat Beli Produk Uniqlo U Future Lifewear Essentials. Untuk merek-merek fast fashion, peran tanggung jawab sosial penting sebagaimana sustainability tengah menjadi isu yang sangat diperhatikan sehingga banyak diluncurkan koleksi pakaian berkelanjutan. Tanggung jawab sosial dapat membantu dalam mengukur niat beli konsumen atas produk tersebut. Penelitian menggunakan pendekatan kuantitatif eksplanatif dengan menggunakan online survey. Hasil penelitian menunjukkan bahwa tanggung jawab sosial korporasi memiliki pengaruh terhadap niat beli produk dari Uniqlo U Future Lifewear Essentials dengan pengaruh paling besar melalui Perceived Consumer Effectiveness. Hasil penelitian merekomendasikan bahwa perlu dipertahankannya tanggung jawab sosial korporasi terhadap lingkungan terutama dalam penggunaan sustainably sourced materials sekaligus lebih banyak lagi program tanggung jawab sosial untuk kedepannya. Selebihnya juga diperlukan komunikasi lebih terbuka terkait environmental sustainability dengan memanfaatkan kanal media sosial untuk memaksimalkan penyampaian informasi terkait kegiatan/program CSR lingkungan. Terlebih, dapat dimanfaatkan juga strategi corporate social marketing untuk untuk meningkatkan perceived consumer effectiveness terhadap produk yang ditawarkan.

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This study aims to analyse the impact of corporate social responsibility programs towards consumer’s purchase intention of the Uniqlo U Future Lifewear Essentials products. For fast fashion brands, the role of corporate social esponsibility is deemed as important as currently many fast fashion brands are under scrutiny in regards to their sustainability issues. This drives many of the brands to launch multiple collections of sustainable clothings. To find out whether consumers are interested to buy these products, corporate social responsibility is said to be helpful in measuring their purchase intention. The study uses a quantitative-explantive approach utilising online survey as data. Result of the study proves that corporate social responsibility programs do have an impact towards consumer’s purchase intention of the Uniqlo U Future Lifewear Essentials products, with the most significant impact through the perceived consumer effectiveness variable. Consequently, it is recommended to maintain the environmental corporate social responsibility especially in regards to the use of sustainably sourced materials for the products while simultaneously exploring more corporate social responsibility programs to be implemented in the future. Furthermore, a more open communication with the consumers regarding the environmental corporate social responsibility programs that are being implemented is very much needed. Channels such as social media can be make use of to convey informations concerning the environmental corporate social responsibility programs. Lastly, corporate social marketing strategy can be implemented into the marketing strategies of the Uniqlo U Future Lifewear Essentials products as it can increases the perceived consumer effectiveness and lead them towards purchase."

"Pengembangan strategi bisnis khususnya dalam segi pemasaran harus terus dilakukan guna meningkatkan pertumbuhan bisnis agar tidak stagnan. Setiap pelaku bisnis harus bisa beradaptasi dengan lingkungan bisnisnya terutama era digital saat ini, tanpa terkecuali usaha mikro, kecil, dan menengah (UMKM) untuk terus mengembangkan bisnis dalam dunia digital. Tesis ini bertujuan untuk mengembangkan saluran pemasaran UMKM yang sudah mulai bergerak ke dalam dunia digital, yaitu UMKM Selempang Grosir. Pengambilan keputusan serta data penelitian business coaching ini didapatkan melalui wawancara, observasi, focus group discussion, dan mini survey kepada pelanggan dan non-pelanggan Selempang Grosir. Melalui metode pengambilan data tersebut diperoleh kesimpulan bahwa Selempang Grosir layaknya perlu melakukan pengembangan saluran pemasaran melalui media sosial dan e-commerce disertai pembuatan Standar Operasional Prosedur (SOP) promosi pada media sosial tersebut.

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The development of business strategies, especially in terms of marketing must continue to be done in order to increase business growth so as not to stagnate. Every business must be able to adapt to the business environment, especially in current digital era, without exception Micro, Small and Medium Enterprises (MSMEs) has to continue to develop business in the digital world. This thesis aims to develop marketing channels for MSMEs that have begun to move into the digital world, which is namely MSME Selempang Grosir. Decision making and also business coaching’s research data obtained through interviews, observations, focus group discussions, and mini surveys to customers and non-customers of Selempang Grosir. Through the method of data collection, it was concluded that Selempang Grosir need to develop marketing channels through social media and e-commerce with the establishment of Standard Operating Procedure (SOP) promotion on social media.

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"Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing programs. Especially against the background of an increased marketing accountability, Denise Steckstor develops a comprehensive model of Cause-Related Marketing determinants and customer attitudes as well as behavior and validates it on the basis of a quasi-experimental field study. She shows that Cause-Related Marketing programs can, additionally to generating donations for the not-for-profit partner, contribute to achieving central marketing goals. Based on her findings, she provides an overview for marketing managers on how to effectively design and manage Cause-Related Marketing programs."

"ABSTRAKPenelitian ini fokus untuk menguji faktor-faktor yang mempengaruhi inisiatif tanggung jawab sosial perusahaan (CSR) terhadap intensi pembelian produk baik secara langsung maupun tidak langsung. Faktor yang mempengaruhi secara langsung diantaranya adalah kesadaran dan persepsi atas inisiatif CSR, sedangkan faktor yang mempengaruhi secara tidak langsung diantaranya adalah kepercayaan atas CSR, religiositas kepercayaan, religiositas komitmen dan praktik, serta belas kasih. Penelitian ini dilengkapi dengan studi kasus pada perusahaan XL Axiata yang telah berhasil memenangkan 2 penghargaan atas program CSR yang dilakukannya. Penelitian ini mengumpulkan 318 responden Muslim berusia 20-49 tahun yang tersebar di seluruh Indonesia. Dengan menggunakan software SPSS dan Lisrel, hasil penelitian ini menunjukkan bahwa kesadaran dan persepsi atas inisiatif CSR yang dilakukan perusahaan XL Axiata tidak berpengaruh secara signifikan pada intensi pembelian produk layanan XL Axiata. Namun, kepercayaan atas CSR, religiositas komtimen dan praktik, serta belas kasih berhasil memediasi pengaruh dari persepsi CSR terhadap intensi pembelian produk layanan XL Axiata. Di sisi lain, religiositas kepercayaan tidak berhasil meningkatkan pengaruh dari persepsi CSR terhadap intensi pembelian produk layanan XL Axiata. 

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ABSTRACTThe main focus of this research is to measure the factors affecting corporate social responsibility (CSR) towards purchase intention, either directly or indirectly. The direct factor is the awareness and perception of CSR, and the indirect factor is trust of CSR, religious belief, religious commitment and practice, and compassion. The research contains case study of XL Axiata in which they have won 2 awards for their CSR initiatives. This research collects 318 Muslim respondent around 20-49 years old across Indonesia to answer a questionnaire. Using SPSS and Lisrel software, the result of the research shows the awareness and perception of XL Axiatas CSR initiatives does not significantly impact the intention of a customer to acquire XL Axiata services. However, the trust of CSR, religious commitment and practice, and compassion managed play a mediation role on the effect of perceived CSR on the intention to purchase XL Axiata service products. On the other hand, religious belief does not succeed in increasing the influence of the perceived of CSR on the intention to purchase XL Axiata service products."