Recently, online transportation that enables people to freely choose and order transportation services with their smartphones is growing very rapidly in Indonesia. This study aims to test the variables that affect customer satisfaction of online transportation with regard to price, service quality, and trust. This quantitative study uses 100 respondents selected by the purposive sampling technique. Next, this study analyzes the data generated using the multiple regression analysis. The results show that service quality and trust significantly affect customer satisfaction, but price does not exhibit a significant influence on customer satisfaction. Further, price, service quality, and trust simultaneously exhibit significant influences on online transformation’s customer satisfaction. Thus, this study practically implies that offering competent service quality, such as emphasizing cars’ cleanliness and tidiness, providing responsive services and timely presence complemented by the enhancement of drivers’ skills. Besides, firms have to maintain customers’ trust by offering convenient, satisfying, and responsible services.
Perilaku konsumen saat ini berubah sesuai dengan gaya hidup era modern saat ini. Dengan adanya kemajuan teknologi semua menjadi serba praktis. Perubahan gaya hidup manusia saat ini bergeser dari yang berbelanja secara offline menjadi serba online. Sekarang e-commerce mengalami perkembangan secara pesat, terutama pada Shopee. Banyak konsumen berbondong-bondong berbelanja online melalui Shope. Selain praktis juga hemat waktu dan tenaga. Penelitian ini bertujuan untuk menguji pengaruh lifestyle dan kualitas produk terhadap keputusan impulse buying pada konsumen Shopee generasi Z. Data primer dikumpulkan melalui penyebaran kuesioner kepada 220 responden. Teknik sampling yang digunakan adalah purposive sampling dengan kriteria sebagai berikut: (1) Konsumen remaja generasi Z yang aktif menggunakan aplikasi Shopee; (2) Pernah melakukan transaksi pembelian pada platform e-commerce terutama Shopee; (3) Remaja generasi Z yang rentang usianya 17-25 tahun atau yang lahir pada tahun 1995-2003. Berdasarkan hasil pengujian diperoleh hasil adanya pengaruh yang signifikan dengan arah positif dari variabel lifestyle terhadap variabel impulse buying. Serta, terdapat pengaruh yang signifikan dengan arah positif antara kualitas produk terhadap impulse buying.
Influencer marketing has become a new method of promoting a product or brand. The marketers believe that implementing influencer marketing appropriately may form a positive customer view of a product or brand so it can bring customers loyalty on the brand. This study aims to investigate the effect of influencers on brand loyalty of Generation Z with purchase intention as a mediating variable. Generation Z is a generation that is very close to technology even most of their life is spent to playing with social media. By expecting a marketing strategy that is close and easily accessible to generation Z, can create purchase intentions and loyalty at lower cost. The population is the Instagram users in Indonesia. Purposive sampling was used in this study by taking 200 samples. This research was conducted using path analysis and Sobel test to see the indirect effect. Before the path analysis is carried out, the reliability, validity and classical assumption tests are carried out first to see if the data obtained is appropriate for further analysis. The result show that social media influencers can influence generation Z brand loyalty and purchase intentions are able to mediate social media influencers and generation Z brand loyalty.
The purpose of this study is to describe the role of perceived green marketing and brand equity on customers green purchasing decision in Indonesia. We conducted qualitative research using five informants who are customers of The Body Shop Indonesia, one of the companies implementing green marketing. The primary data was collected through the interviews, observations, and supported documents, as triangulation. The collected data was filtered and categorized to have a clear analysis. The results were shown that the informants perceived The Body Shop’s green marketing as a respectable action to reduce the negative impact of the firms’ business activities. Green marketing has developed and influenced The Body Shop brand positively. It leads the informants to insert their environmental consideration in their purchasing decision.
Customer awareness of sustainable products has increased very rapidly during the last few years. This phenomenon has encouraged international fast-fashion brands to develop a new line which is a more sustainable line. This paper aims to examine the effect of customer awareness on sustainability and willingness to pay on purchase intention toward sustainable fashion brands. This study obtained 211 respondents with the sampling method of purposive sampling with the criteria as follow: (1) Men and women who are Indonesians, (2) Men and women who enjoyed clothes-shopping at international fast-fashion brands stores, also (3) Men and women who aged 15 – 36 years old. Multiple regressions were used as a method to conduct hypotheses test of this study. The findings of this study stated that sustainability movement awareness and willingness to pay contributes a positive and significant effect towards the purchase intention of Indonesian customers. Furthermore, this study has found that the Indonesian market is already very aware of the sustainability movement and the concerns toward environmental health.
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