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"Dalam upaya pelestarian lingkungan, pengelolaan limbah adalah salah satu masalah kritis yang harus dihadapi. Masyarakat membutuhkan metode pengumpulan limbah yang baik agar sisa-sisa penggunaan mereka dapat diolah dengan baik dan tidak menimbulkan pencemaran yang lebih lanjut. Salah satu tipe limbah yang memberikan dampak negatif besar bagi dunia adalah sampah kosmetik, mulai dari limbah kemasan sampai ke limbah produksi. The Body Shop adalah salah satu perusahaan kosmetik yang menerapkan metode reverse logistics untuk menanggulangi dampak limbah kosmetik tersebut; mendorong konsumen untuk mengembalikan sisa kemasan produk perusahaan yang dimiliki untuk ditukarkan dengan reward yang ada. Penulis melakukan riset ini untuk memahami faktor-faktor yang mendorong niat konsumen untuk mengembalikan sisa kemasan mereka. Ditemukan bahwa ada variabel-variabel yang menumbuhkan niat mendaur ulang, dan niat tersebut dapat berkembang menjadi perilaku nyata. Penelitian ini dilakukan untuk menjadi tambahan referensi bagi kegiatan praktis reverse logistics dan dapat menjadi contoh bagi penelitian berikutnya yang juga mau menggali faktor-faktor yang mendorong konsumen untuk melakukan tindakan daur ulang.

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In environmental conservation efforts, waste management is one of the critical issues that society is facing. Society needs a good waste collection method so that the remnants of their use can be treated properly and not cause further pollution. One type of waste that has a major negative impact on the world is cosmetic waste, ranging from packaging waste to production waste. The Body Shop is one of the cosmetics companies that has implemented reverse logistics to mitigate the impact of cosmetics waste; encouraging consumers to return their leftover packaging of the company's products in exchange for rewards. The author conducted this research to understand the factors that drive consumers' intention to return their leftover packaging. It was found that there are variables that foster recycling intentions, and these intentions can evolve into actual behavior, stating that there is a direct correlation between recycling/return intentions and behaviors. This research was conducted to serve as an additional reference for the practical activities of reverse logistics and can serve as an example for future research that also wants to explore the factors that encourage consumers to take recycling actions."

"ABSTRAKSaat ini di Indonesia, industri fitness cukup berkembang dengan munculnya berbagai fitness boutique yang menyediakan kelas-kelas khusus. Hal ini menjadi bukti bahwa gaya hidup sehat mulai diterapkan bagi masyarakat Indonesia, khususnya wanita karena banyak dari fitness boutique yang ditujukan bagi wanita. Trainstation Studio merupakan salah satu fitness boutique yang memiliki fasilitas cukup lengkap dan terkenal dikalangan wanita. Penelitian ini ingin mempelajari apakah perceived similarity dengan pelanggan lain (homophily) di Trainstation Studio dapat mempengaruhi self-image congruence dan self-brand congruence yang akan mempengaruhi attitude positif dan membuat pelanggan melakukan word of mouth yang positif dan return intention. Kemudian, penelitian ini ingin mempelajari apakah need for status (high dan low) memoderasi hubungan perceived similarity terhadap self-brand congruence dan membuktikan variabel self-image congruence memediasi hubungan perceived similarity dan self-brand congruence. Metode purposive sampling digunakan dalam penelitian ini dan terdapat 202 responden yang berkontribusi. Kuesioner penelitian disebarkan secara online dan data dianalisis dengan menggunakan pemodelan Partial Least Square- Structured Equation Modelling (PLS-SEM). Hasil penelitian menunjukkan bahwa perceived similarity dengan pelanggan lain mempengaruhi self-brand congruence dan self-image congruence yang akan mempengaruhi attitude positif dan berujung pada word of mouth dan return intention. Need for status baik yang tinggi maupun rendah berperan sebagai moderasi dalam hubungan antara perceived similarity dan self-brand congruence dan self-image congruence terbukti memediasi hubungan antara perceived similarity dengan self-brand congruence.

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ABSTRACT

These days, Indonesian fitness industry is quite developed with the emergence of fitness boutiques which provide specific classes. This proofs that a healthy lifestyle is applied by Indonesians, especially women because many fitness boutiques are aimed at women. Trainstation Studio is one of the fitness boutiques which has all-in one and well-known facilities among women. This study wants to discuss whether perceived similarity with other customers (homophily) in Trainstation Studio can affect self-image congruence and self-brand congruence which will affect the positive attitude of customers and make customers give a positive word of mouth and return intention. In addition, this study also discuss whether the need for status (high and low) moderates the relationship of perceived similarity and self-brand congruence and proofs that variable self-image congruence mediates the relationship of perceived similarity and slef-brand congruence. The purposive sampling method was used in this study and there were 202 respondents who contributed. The research questionnaire was distributed online and data were analyzed using Partial Least Square- Structural Equation Modelling (PLS-SEM). The results showed that perceived similarity with other customers affects self-brand congruence and self-image congruence which will affect positive attitudes and lead to positive word of mouth and return intention. Needs for status for both high and low serve as moderation in the relationship between perceived similarity and self- brand congruence and self-image congruence is proven to mediate the relationship between perceived similarity and self-brand congruence."