This study aims to determine how the effect of e-commerce adoption on SMEs towards consumer experience in shopping online and its impact on repurchases. This research is a quantitative study with a survey method. The analytical tool used is Structural Equation Modeling. The sample size in this study is 205 respondents who have made transactions on the fashion SME e-commerce websites. The results showed that the better the adoption of e-commerce carried out by SMEs fashion, the better it is in providing a good experience for consumers, which ultimately made consumers repurchase on the website. This study provides new measurements of consumer responses in the form of experience after using SME e-commerce websites.
Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh dimensi ekuitas merek berbasis pelanggan (brand salience, brand performance, brand imagery, brand judgments, brand feelings, dan brand resonance) terhadap kepuasan konsumen mobil jenis Low Cost Green Car (LCGC) di Kota Tasikmalaya. Penelitian ini bersifat deskriptif dan empiris. Teknik pengumpulan data melalui penyebaran angket kepada 150 orang responden yang merupakan pengguna mobil jenis Low Cost Green Car (LCGC) dengan menggunakan teknik judgement sampling atau purposive sampling. Serta alat analisis yang digunakan adalah analisis jalur dimana enam dimensi CBBE menjadi variabel eksogen. Berdasarkan hasil analisis jalur, hanya 3 variabel ekuitas merek berbasis pelanggan yang berpengaruh terhadap kepuasan konsumen mobil jenis Low Cost Green Car (LCGC) di Kota Tasikmalaya, yaitu brand performance, brand imagery, dan brand feelings dimana variabel brand feelings yang paling berpengaruh. Kata kunci : Ekuitas Merek, Kepuasan Konsumen, Low Cost Green Car
Indonesia witnessed significant demographic and economic change over the past few decades. The share of women participating in formal employment continues to increase with improvement in women's access to formal education. These and other changes have influenced consumption patterns. This study investigates the effect of price, Halal labelling and product suitability to different skin types on decisions to purchase cosmetics among formally employed middle class women using female Muslim academicians as a case study. Primary data were gathered through questionnaires. Cronbach's Alpha was run to assess the reliability and validity of the study instrument. Findings show that price has no significant effect on purchasing decisions while Halal labelling and product suitability were found to significantly influence purchasing decisions.
Millennials are indeed a hot topic that has been studied recently because they have unique characteristics. This generation is known as a generation that is synonymous with hedonic and consumptive lifestyles and tends to seek luxury. Therefore, this study seeks to understand the role of several factors that are likely to shape status consumption in the millennial generation, especially new ones. The survey was conducted on more than 200 millennial generation respondents who lived in several areas of Tasikmalaya City and its surroundings, were already working and financially independent using a questionnaire as the main data collection tool. To find out what factors can actually be constructs from the Status Consumption variable, Confirmatory Factor Analysis is used by using the approach of maximum likelihood estimation. The descriptive test results show that the construct of consumption status consists of self-directed symbolic / expressive value, other-directed symbolic / expressive values, experiential / hedonic values, utilitarian / functional value, and overall cost / sacrifice value are in good classification.Keywords: Millennial; Consumption Status. Generasi millennial memang menjadi topic hangat yang diteliti belakangan ini karena mereka memiliki karakteristik yang unik.Generasi ini dikenal sebagai generasi yang identik dengan gaya hidup hedonis dan konsumtif serta cenderung mencari kemewahan. Oleh karena itu, penelitian ini berupaya untuk memahami peran dari beberapa faktor yang kemungkinan dapat membentuk konsumsi statuspadagenerasi millennial, khususnya yang baru bekerja. Survey dilakukankepadalebih dari 200responden generasi millennial yang tinggal di beberapa wilayah Kota Tasikmalaya dan sekitarnya, sudah bekerja dan mandiri secara finansial dengan menggunakan kuesioner sebagai alat pengumpul data utama. Untuk mengetahui factor apa saja yang sebenarnya dapat menjadi konstruk darivariabel KonsumsiStatus maka digunakan alat analisisConfirmatory Factor Analysisdengan menggunakan pendekatan maximum likelihood estimation.Hasil pengujian deskriptif menunjukan bahwa konstruk dari konsumsi status yang terdiri dari self-directed symbolic/expressive value, other-directed symbolic/expressive value, experiential/hedonic value, utilitarian/functional value, dan cost/sacrifice valuesecara keseluruhan berada pada klasifikasi baik.Kata Kunci: Millennial, Konsumsi Status.
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