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"Perkembangan teknologi memicu perubahan perilaku berbelanja konsumen menjadi lebih praktis dan e-commerce menjadi sebuah pilihan saluran berbelanja. Hal tersebut membuat e-commerce khususnya di Indonesia berlomba memberikan pelayanan dan penawaran terbaik bagi konsumen dengan terus mengembangkan inovasi. Salah satu inovasi yang dilakukan adalah mengimplementasikan gamification dalam aplikasi. Dengan gamification, komponen yang digunakan untuk proses desain game diaplikasikan ke konteks lingkup non-game yang dalam hal ini pada konteks e-commerce. Penelitian ini bertujuan untuk mengetahui bagaimana dinamika gamification dapat memengaruhi enjoyment konsumen dan lebih lanjut memberikan dampak pada online purchase intention. Variabel yang digunakan adalah 4 dinamika gamification (autonomy, rewards, absorption, competition), enjoyment, dan online purchase intention dari Cognitive Evaluation Theory. Desain penelitian yang digunakan adalah konklusif deskriptif dengan metode kuantitatif menggunakan self-administered questionnaire. Terdapat 254 responden berusia 18-55 tahun di Indonesia yang merupakan pengguna Shopee Games dalam enam bulan terakhir berpartisipasi dalam penelitian. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dan diolah dengan software SPSS serta SmartPLS. Hasil penelitian menunjukkan autonomy, rewards, dan absorption memiliki pengaruh terhadap enjoyment yang kemudian berpengaruh terhadap online purchase intention.

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The growth of technology has prompted changes in consumer shopping behavior to become more practical and e-commerce has become an option both globally and in Indonesia. This makes e-commerce, especially in Indonesia, compete to provide the best services and offers for consumers by continuing to innovate. One of the innovations made is to implement gamification. With gamification, the components used for the game design process are applied in the context of the non-game, which in this case is on e-commerce. The purpose of this study was to find out how the gamification dynamics can affect consumer enjoyment and further impact online purchase intention. The research design is conclusive descriptive with quantitative methods using a self-administered questionnaire. There were 254 respondents aged 18-55 years in Indonesia who are Shopee Games users in the last six months participating in the research. Data were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) and processed with SPSS and SmartPLS. The results show that autonomy, rewards, and absorption have an influence on enjoyment which then affects online purchase intention."

"Meningkatnya jumlah generasi milenial yang melakukan pembelanjaan online semakin menekankan pentingnya para pelaku bisnis khususnya bidang skincare untuk mengidentifikasi faktor yang menjadi pertimbangan konsumen dalam memiliki niat untuk membeli online. Bahkan diprediksikan bahwa jumlah konsumen yang melakukan pembelian produk skincare online secara penuh akan meningkat setelah pandemi COVID-19 mereda. Karakteristik merek merupakan salah satu faktor pendorong konsumen untuk memiliki niat membeli online mengingat skincare merupakan salah satu produk yang terdiri dari berbagai merek yang memiliki karakteristik tersendiri. Seiring dengan perkembangan internet, dalam memperoleh informasi mengenai karakteristik merek, ulasan online yang terdapat pada platform e-commerce merupakan salah satu media yang dimanfaatkan oleh para milenial dalam memperoleh informasi sebelum melakukan pembelian produk skincare. Penelitian ini bertujuan untuk menganalisis pengaruh online customer review terhadap online purchase intention produk skincare COSRX pada generasi milenial di DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui metode survei. Hasil penelitian menunjukan bahwa online customer reviewmemiliki pengaruh yang rendah terhadap online purchase intention produk skincare COSRX pada generasi milenial di DKI Jakarta.

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The increasing number of millennial generations who online shopping increasingly emphasizes the importance of business people, especially the skincare sector, to identify factors that are considered by consumers in having the intention to buy online. It is even predicted that the number of consumers who purchase full online skincare products will increase after the COVID-19 pandemic subsides. Brand characteristics are one of the driving factors for consumers to have the intention to buy online considering that skincare is a product consisting of various brands that have their own characteristics. Along with the development of the internet, in obtaining information about brand characteristics, online reviews found on e-commerce platforms are one of the media used by millennials in obtaining information before purchasing skincare products. This study aims to analyze the effect of online customer reviews on online purchase intention of COSRX skincare products for the millennial generation in DKI Jakarta. This study uses a quantitative approach with data collection techniques through survey methods. The results showed that online customer reviews had a low effect on online purchase intention of COSRX skincare products for millennials in DKI Jakarta."

"Pakaian merupakan kategori produk yang paling banyak dibeli oleh pengguna internet di Indonesia. Nila ritel dari kategori pakaian dan sepatu (fashion) mengalami kenaikan secara signifikan pada tiga tahun terakhir. Hal tersebut mendorong berkembangnya fashion online retailer di Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh variabel product brand image , online store image¸ financial risk, product risk, dan time risk terhadap purchase intention pada fashion online retailer terbesar di Indonesia, yaitu Zalora. Hasil penelitian menunjukan bahwa online store image merupakan faktor yang berpengaruh terhadap intensi untuk membeli di Zalora, dimana variabel ?variabel perceived risks tidak menunjukan pengaruh signifikan terhadap purchase intention.

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Clothing is the most widely purchased product category by internet users in Indonesia. Retail value for clothing and footwear (fashion) has significantly increase over the last three years. It encourages the development of online fashion retailer in Indonesia. This study aimed to analyze the influence of product brand image, online store image, financial risk, product risk, and time risk towards purchase intention in the context of online fashion retailer in Indonesia, namely Zalora. Result shows that online store image is the only factor that affects purchase intention to buy in Zalora, while perceived risk is not significantly impact purchase intention."

"This study analyzed online purchasing behavior in the hotel industry through an integrative framework, utilizing sets of variables rarely used in previous studies. The analysis was focused on the influence of online purchase intention, perceived risk, and trust upon actual purchase, with the idea of further determining which construct has the strongest impact. It also analyzed two new measurement items for website quality. The sample consisted of travelers who have recently made hotel reservations online. The model was tested with Structural Equation Modeling. Perceived risk was found to have the strongest impact on actual purchase followed by trust and online purchase intention. The weak influence of online purchase intention is quite interesting since it stands in contrast to previous research findings. Perceived risk also perfectly mediates the relationship between website quality and eWOM towards online purchase intention. Being descriptive in nature, this study did not manipulate the antecedents in the manner of an experimental study."

"Penelitian ini berfokus pada intensi pembelian konsumen generasi X yang sebagian besar memiliki daya beli yang kuat. Berdasarkan sampel 190 responden generasi X di Indonesia, peneliti menguji pengaruh variabel personal awareness of security, personal innovativeness, perceived ease of purchasing, dan perceived usefulness terhadap online purchase intention dengan menjadikan variabel attitude towards online purchase dan habitual online usage sebagai variabel mediasi dan menggunakan metode analisis data berbasis structural equation modelling SEM. Hasilnya, nilai personal awareness of security yang rendah menunjukkan kekhawatiran konsumen generasi X terhadap situs e-commerce, lalu personal innovativeness dan perceived usefulness menjadi faktor penting yang menentukan intensi pembelian online, sedangkan perceived ease of purchasinghanya berpengaruh secara langsung terhadap intensi pembelian online tanpa dimediasi oleh kedua variabel mediasi. Temuan dalam penelitian ini diharapkan memiliki implikasi bagi para peneliti, pelaku bisnis e-commerce dan pihak ritel dengan target di segmen generasi X, di mana harapannya adalah mereka mampu memahami secara lebih baik karakteristik target konsumennya dan dapat merumuskan strategi online yang lebih baik.

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This study focuses on the intention of purchasing of consumer generation X which mostly have a strong purchasing power. Based on a sample of 190 respondents of generation X consumers in Indonesia, the researcher examined the effect of personal awareness of security, personal innovativeness, perceived ease of purchasing, and perceived usefulness toward online purchase intention by making the attitude towards online purchase and habitual online usage as mediator variables and using SEM based data analysis method. As a result, the low personal awareness of security pointed to the worries of generation X consumers on e commerce, on the other hand personal innovativeness and perceived usefulness became important factors in determining online purchasing intention, while perceived ease of purchasing affects directly the intention of online purchase without any mediation on both mediator variables. The findings in this study are expected to have implications for researchers, e commerce and retailers with a target in the generation X consumers, with expectations that they get better understanding of the characteristics of their target customers thus they can formulate better online strategies."

"Tesis ini menganalisa faktor-faktor yang dihipotesiskan dapat mempengaruhi niat konsumen untuk membeli konten game mobile online di Indonesia. Ada lima variable yang dihipotesiskan mempearuhi niat pembeli konsumen pada konten mobile game online di Indonesia yaitu visual appeal, portability, hedonic browsing, perceived risk, dan juga utilitarian browsing. Model penelitian ini diambil dari berbagai peneliti seperti jurnal dan juga studi orang sebelumnya. Menggunakan beberapa jurnal seperti, “Understanding Impulse Buying in Mobile Commerce: An Investigation into Hedonic and Utilitarian Browsing” dari Zheng, Men, Yang, dan Gong, 2019; “Why Do People Play Games? A Meta-analysis” dari Hamari, Keronen, 2017; “Relationaship Between Consumers Percieved Risks and Consumer trust: A Study of Sainsbury Store” dari Amin, Mahasan, 2014; “Understanding Continuance Intention to Play Online Games: The Roles of Hedonic Value, Utilitarian Value, and Perceived Risk” dari Sharma, Ghosh, 2020. Ada Sembilan hipotesis yang disimpulkan dari model yang telah dibikin oleh peneliti. Berdasarkan 213 responden konsumer online gamers di wilayah JABODETABEK yang memenuhi kriteria yang penulis sudah tetapkan, ditemukan bahwa empat variabel dapat mempengaruhi niat pembelian konsumer pada konten mobile game online, yaitu visual appeal, portability, hedonic browsing, dan juga utilitarian browsing.

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This thesis analyzes the hypothesized factors that influence consumer intentions to buy online mobile game content in Indonesia. There are five variables that are hypothesized to influence consumer buying intent on online mobile game content in Indonesia, namely visual appeal, portability, hedonic browsing, perceived risk, and also utilitarian browsing. This research model was taken from various researchers such as journals and also previous studies of people. Using several journals such as, “Understanding Impulse Buying in Mobile Commerce: An Investigation into Hedonic and Utilitarian Browsing” from Zheng, Men, Yang, and Gong, 2019; “Why Do People Play Games? A Meta-analysis” from Hamari, Keronen, 2017; "Relationship Between Consumers Perceived Risks and Consumer Trust: A Study of Sainsbury Store" from Amin, Mahasan, 2014; "Understanding Continuance Intention to Play Online Games: The Roles of Hedonic Value, Utilitarian Value, and Perceived Risk" from Sharma, Ghosh, 2020. There are nine hypotheses which are concluded from the model that has been made by researchers. Based on 213 consumer online gamers respondents in the JABODETABEK area who met the criteria set by the authors, it was found that four variables can influence consumer purchase intentions for online mobile game content, namely visual appeal, portability, hedonic browsing, and also utilitarian browsing"

"Produk kosmetik halal merupakan salah satu produk halal yang digemari masyarakat Indonesia, khususnya pada konsumen perempuan dewasa muda muslim. Penelitian ini bertujuan untuk melihat pengaruh iklan islami dan e-WOM (electronic word of mouth) sebagai beberapa prediktor intensi pembelian daring produk kosmetik halal di Indonesia. Penelitian dilakukan secara cross-sectional korelasional terhadap 136 responden perempuan dewasa muda (18-25 tahun) beragama Islam. Hasil menunjukkan bahwa iklan islami dan e-WOM secara simultan mempengaruhi intensi pembelian daring. Namun, secara parsial, hanya e-WOM saja yang mempengaruhi intensi pembelian daring. Dari hasil penelitian tersebut, dapat dilihat bahwa iklan islami dan e-WOM jika digabungkan dapat menjadi bentuk promosi yang efektif bagi penjual dan dapat mendorong konsumen untuk membeli produk tersebut.

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Halal cosmetic products are one of the halal products that are popular with Indonesian people, especially young Muslim female consumers. This study aims to see the effect of Islamic advertising and e-WOM (electronic word of mouth) as some predictors of online purchase intention of halal cosmetic products in Indonesia. The research was conducted cross-sectional correlational on 136 young adult female respondents (18-25 years) who were Muslim. The results show that Islamic advertising and e-WOM simultaneously influence online purchase intentions. However, partially, only e-WOM influences online purchase intention. From the results of this research, it can be seen that Islamic advertising and e-WOM when combined can be an effective form of promotion for sellers and can encourage consumers to buy these products.

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"Pandemi Covid-19 yang menimbulkan kehawatiran secara global tidak hanya di Indonesia namun juga diseluruh dunia. Hal ini akibat virus corona yang mudah menyebar secara cepat terutama di akhir tahun 2019 yang menimbulkan kontaminasi cukup tinggi dan berdampak terhadap fenomena perubahan perilaku konsumen. Untuk mengatasi dampak dari Covid-19 itu sendiri, pelaku bisnis berupaya membuat terobosan dengan menu online yang menawarkan produk usaha mereka namun berpegang pada protocol kesehatan dengan meminimalisir risiko Covid-19, efek kontaminasi dan hygiene terhadap sentuhan produk yang ditawarkan untuk menarik minat beli konsumen. Tujuan dari penelitian ini adalah menganalisis pengaruh dari stimulus yang terdapat pada menu online terhadap keinginan membeli konsumen dan kaitannya dengan kontaminasi dimasa pandemi. Penelitian ini dilakukan pada industry makanan dan minuman di Indonesia dengan menggunakan model Stimulus Organism Response melalui metode penelitian kuantitatif dengan pendekatan confirmatory. Teknik pengumpulan melaui purposive sampling sebanyak 357 responden. Subjek penelitian adalah konsumen yang mengunjungi restoran dan melihat layanan menu online pada restoran selama pandemi. Berdasarkan hasil penelitian, dapat disimpulkan bahwa perception of covid-19 risk, hygiene, ease of app use, menu visual appeal, dan menu informativeness sebagai stimulus serta perceived uncontamination, perceived convenience dan desire for food sebagai organism yang menjadi pertimbangan konsumen akan purchase intention sebagai response. Diharapkan penelitian ini dapat mengungkapkan bahwa yang mempengaruhi orang sekarang itu bukan hanya kecanggihan, tapi lebih memperhatikan hygiene dan kontaminasi.

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The Covid-19 pandemic is causing global concern, not only in Indonesia but also throughout the world. This is due to the corona virus which spreads quickly, especially at the end of 2019 which causes quite high contamination. The perceived impact also highlights the phenomenon of changes in consumer behaviour. To overcome the impact of Covid-19 itself, marketer is trying to make breakthroughs with online menus that offer their business products but adhere to the health protocol by minimizing the risk of Covid- 19, the effects of contamination and hygiene on the touch of the products offered to attract consumer buying interest. The purpose of this study is to analyse the effect of online menu which used in businesses circumstances in restaurants by analysing the influence of the stimulus covid-19 risk, hygiene through perceived contamination, ease of app use through on perceived convenience and menu visual appeal and informativeness that effect desire for food to the consumer's purchase intention. This research was conducted in the food and beverage industry in Indonesia using the Stimulus Organism Response model through quantitative research methods with confirmatory research. Data collection techniques by electronic survey with convenience sampling technique as many as 357 respondents which consumers who shop for food using online menu at restaurants, especially during the pandemic. Based on the results of the study, it can be concluded that perception of covid-19 risk, hygiene, perceived contamination, perceived convenience, and desire for food are considered by consumers in their buying interest in food (purchase intention)."

"Berbelanja di e-commerce, konsumen akan memiliki perceived value dan perceived risk. Pemasar perlu memahami nilai dan risiko pembelian online untuk memahami perilaku pelanggan online. Selain itu, perusahaan dapat membuat strategi pemasaran yang jelas untuk mempengaruhi niat pembelian online dan menciptakan perilaku belanja online yang berkelanjutan. Penelitian ini bertujuan untuk menganalisis pengaruh perceived value, terdiri dari utilitarian, hedonic, dan social value serta perceived risk terhadap online purchase intention, dimana layanan Cash On Delivery (COD) sebagai variabel moderasi untuk menganalisis apakah akan memperkuat atau memperlemah hubungan perceived value dan perceived risk terhadap online purchase intention. Kriteria responden pada penelitian ini adalah pelanggan e-commerce yang pernah belanja online menggunakan layanan COD dalam waktu tiga bulan terakhir dan berusia diatas tujuh belas tahun, kemudian di analisis menggunakan PLS-SEM. Hasil penelitian ini adalah social value berpengaruh signifikan terhadap utilitarian value, social value berpengaruh signifikan terhadap hedonic value, social value tidak berpengaruh signifikan secara langsung terhadap online purchase intention, utilitarian value memediasi pengaruh social value terhadap online purchase intention, hedonic value memediasi pengaruh social value terhadap online purchase intention, perceived risk tidak berpengaruh signifikan terhadap online purchase intention. COD tidak memoderasi pengaruh utilitarian value terhadap online purchase intention. COD tidak memoderasi pengaruh hedonic value terhadap online purchase intention, namun COD memoderasi pengaruh perceived risk terhadap online purchase intention. Berdasarkan hasil penelitian tersebut perusahaan e-commerce perlu berinovasi pada layanan atau menciptkan daya saing yang berbeda dari pesiang dalam meningkatkan kenyamanan konsumen saat berbelanja dan perusahaan e-commerce perlu mempertahankan layanan metode COD karena dapat menaikkan intensi online purchase intension.

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Shopping in e-commerce, consumers will have perceived value and perceived risk. Marketers need to understand the value and risks of online purchases to understand online customer behavior. In addition, companies can create clear marketing strategies to influence online purchase intentions and create sustainable online shopping behavior. This study aims to analyze the effect of perceived value, consisting of utilitarian, hedonic, and social value, as well as perceived risk on online purchase intention, where Cash On Delivery (COD) service is a moderating variable to analyze whether to strengthen or weaken the relationship between perceived value and perceived risk on online purchase intention. The criteria for respondents in this study were e-commerce customers who had shopped online using COD services within the last three months and were over seventeen years old, then analyzed using PLS-SEM. The results of this study, social value has a significant effect on utilitarian value. Social value has a significant effect on hedonic value. Social value has no significant direct effect on online purchase intention. Utilitarian value mediates the effect of social value on online purchase intention. Hedonic value mediates the effect of social value on online purchase intention. Perceived risk has no significant effect on online purchase intention. COD could not moderate the effect of utilitarian value on online purchase intention. COD could not moderate the effect of hedonic value on online purchase intention, but COD moderates the effect of perceived risk on online purchase intention. Based on the results of this study, e-commerce companies needs to innovate in services or create competitive advantages over competitors to increase consumer convenience, and e-commerce companies need to preserve the COD method service because it can increase online purchase intention."

"Penelitian ini dilakukan dengan tujuan untuk mengkaji pengaruh motif konsumen, yang mencakup motif tempat spesifik dan tanpa tempat spesifik, terhadap sikap konsumen dalam menggunakan online food delivery berbasis platform-to-consumer delivery serta bagaimana kelompok generasi usia dan gender memoderasi sikap konsumen. Penelitian ini merupakan penelitian kuantitatif dengan menganalis data yang terkumpul dari 224 responden melalui survei. Responden pada penelitian ini merupakan individu yang termasuk dalam kelompok generasi Y (milenial) dan Z, pernah menggunakan aplikasi online food delivery, dan bertempat tinggal di area Jabodetabek. Data pada penelitian ini dianalisis menggunakan metode Partial Least Squares Structrual Equation Modelling. Hasil pada penelitian ini menunjukkan terdapat adanya pengaruh dari motif konsumen tanpa lokasi spesifik, yaitu aspek kemudahan, hiburan, dan insentif, pada intensi pembelian online dan offline. Namun, tidak ditemukan adanya pengaruh dari motif konsumen dengan lokasi spesifik, yaitu etika dalam berbelanja dan keterikatan dengan lokasi, intenti pembelian online dan offline. Hasil penelitian ini menunjukkan bahwa kelompok generasi usia dan gender memoderasi motif konsumen tanpa lokasi spesifik terhadap sikap konsumen dalam menggunakan online food delivery.

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This study was conducted with the aim of examining the influence of consumer motives, including both place-specific and non-place-specific motives, on consumer attitudes towards using online food delivery services withn a platform-to-consumer delivery base, as well as how generational age groups and gender moderate consumer attitudes. This study is a quantitative research by analyzing the data collected from 224 respondents through an online survey. The respondents including individuals from Generation Y (millennial) and Generation Z cohorts who have used online food delivery and reside in the Jabodetabek area. The data in this study were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results of this study indicate that non-place-specific consumer motives, namely convinience- seeking, entertainment seeking, and Reward- seeking, have a significant influence on on both online and offline purchase intentions. However, there was no direct effect on place-specific consumer motives, namely ethical shopping and Place attachment, towards online and offline purchase intentions. In addition, the results of this study indicate that generational age groups and gender moderate the influence of non-place-specific consumer motives on consumer attitudes in using online food delivery services."