Nowadays, many fashion retailers or marketers use the power of internet to promote and sell their products. This research examines the effects of consumers' shopping orientations (brand/fashion consciousness, shopping enjoyment, price consciousness, convenience/time consciousness, shopping confidence, in-home shopping tendency), consumer innovativeness, online purchase experience for fashion products, and gender on consumers' intention to shop for fashion products online. Data were collected through online surveys from the population of internet users in Indonesia, aged between 15 and 30 years old (generation Y), who had bought or browsed fashion products through the internet (N=210). This research is a quantitative research which uses purposive sampling and multiple regression analysis. Results show that the effects of several shopping orientations (shopping enjoyment, price consciousness, inhome shopping tendency), consumer innovativeness, online purchase experience for fashion products, and gender, are significant on consumers' intention to shop for fashion products online. Furthermore, gender is marginally significant related to consumers' intention to shop for fashion products online. Surprisingly, women tend to have lower intentions to shop for fashion products online compared to men.Abstrak: Dewasa ini, terdapat sebuah fenomena yang menunjukkan bahwa semakin banyak peritel produk pakaian yang menggunakan internet untuk mempromosikan dan menjual produknya. Penelitian ini menguji apakah orientasi-orientasi konsumen dalam berbelanja pakaian (brand/fashion consciousness, shopping enjoyment, price consciousness, convenience/time consciousness, shopping confidence, in home shopping tendency), keinovatifan konsumen, pengalaman pembelian produk pakaian secara online, dan jender secara signifikan mempengaruhi dengan niat belanja produk pakaian secara online. Data dikumpulkan melalui survei online terhadap populasi pengguna internet di Indonesia yang berusia 15 sampai dengan 30 tahun, yang telah membeli atau melihatlihat produk pakaian melalui internet. Penelitian ini merupakan penelitian kuantitatif yang menggunakan purposive sampling dan analisis regresi berganda. Hasil penelitian menunjukkan bahwa beberapa orientasi Nirmala and Dewi 66 belanja (shopping enjoyment, price consciousness, in-home shopping tendency), keinovatifan konsumen, pengalaman pembelian produk pakaian secara online, dan jender secara signifikan mempengaruhi niat belanja produk pakaian secara online. Selain itu, hasil yang mengejutkan menunjukkan bahwa dibandingkan dengan lakilaki, ternyata perempuan memiliki niat belanja produk pakaian secara online yang lebih rendah, walaupun hanya signifikan secara marjinal.

Purpose: This research has the objective of developing a theoretical model to provide insights into the association between leadership and entrepreneurship with tourism villages' ability to create creative products and survivability, while underlying the moderating role of external supports in such relationships.  Empirically, this research is in-time since the government had priovided significant supports to the tourism  during the COVID-19 pandemic.   Theoretical framework: The current research takes the perspective of the rural tourism and creative tourism development (Raymond, 2007; Wu, et al., 2017). While past research has explored the role of leadership and entrepreneurship in the Small and Medium Enterprises context (Aslam and Awang, 2015; Zadel and Rudan, 2019), a dearth of research on those roles on Therefore there is still much to examine on the relationships between variables in a comprehensive model integrating leadership, entrepreneurship, creative product outcome, and business survival. Moreover, the external supports were included in the model as a moderating variable.   Design/methodology/approach:  Quantitative research was conducted at tourism villages in Yogyakarta, Indonesia. Data were analyzed using SEM-PLS. The sample group consisted of 154 respondents who were tourism villages' managers.   Findings:  Results show that (1) Tourism Village Leadership influences positively Creative Product Outcome and Business Survival, (2) Tourism Village Entrepreneurship influences positively Creative Product Outcome and Business Survival, (3) External Support moderates the influence of Tourism Village Leadership on Creative Product Outcome and Business Survival, 4) External Support moderates the influence of Tourism Village Entrepreneurship on Business Survival.  However, External Support does not moderate the influence of Tourism Village Entrepreneurship on Creative Product Outcomes.   Research, Practical & Social implications:  Such results portray the importance of leadership and entrepreneurship as well as external support in sustaining a tourism village.   Originality/value: The current research is particularly significant in the study of tourism village tourism development and at the same time theoretically develops a model that connects the variables that are important in the development of rural areas, namely leadership, entrepreneurship, and the ability of local communities to develop creative tourism products and survive in a business manner.  As the moderating variable, the external role becomes important to assess its role in strengthening or weakening the potential that village communities have

The COVID-19 pandemic has exposed tourism villages to various challenges. Tourism villages as a form of rural tourism which are managed by local people face more serious problems due to their lack of expertise. This study aims to apply customer-driven strategies in formulating strategies to market tourism villages. Employing marketing concepts of service quality, satisfaction, and revisit intention, this research investigates the mediating role of satisfaction in the relationship between service quality and revisit intention. Tourist perceptions are further analyzed based on their demographic and psychographic characteristics to provide insights into the formulation of segmentation strategies. This research collects data from 203 people who have visited tourism villages. Data were collected offline and online using Google Forms. Results of Regression Analysis with Mediation and Bonferonni's Multiple Comparison indicated that Reliability, Empathy, and Tangibles have a positive effect on satisfaction. Further, satisfaction fully mediates the effect of Reliability and Empathy on revisit intention. Meanwhile, satisfaction partially mediates the effect of Responsiveness and Tangibles on revisit intention.

This research builds on a study of advertisement-evoked imagination scale developed by Dewi and Ang (2015). The imagination scale contains four types of imagination, that is, benefit-anticipatory imagination, emotional-bonding imagina­tion, symbolic imagination, and mind-wandering imagination.In this paper, the pro­po­sed constructs of the imagination types are related to other relevant constructs exis­ting in marketing literature.The purpose of this research is twofold. First, it establishes the nomological validity of the imagination measures by placing it in the context of hedonic-utilitarian concepts proposed by Holbrook and Hirschman (1983). Second, the research empirically studies the effect of situational factor, that is concrete versus abstract advertisement execution, on imagination elicitation. The study is an experiment which employs mixed factor design involving eight sub-groups of participants. Results of the research demons­trate the nomological validity of the imagination scale where the four types of imagination were elicited in response to hedonic/utilitarian product depicted in the ad and situational factors (that is, abstract versus concrete ads).

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