One form of the development of technology and internet users in Indonesia is the merge of various C2C (Customers to Customers) e-commerce on the marketplace. Bukalapak is one of the examples. This research presents the effects of reputation systems on trust, trust in buying interest, and reputation systems on Bukalapak customers’ buying interests. A total of 120 respondents participated and the data were analyzed using structural equation modeling with Amos 20 software. The results show that the reputation system has a higher direct impact compared to the impacts mediated by trust. Therefore, in an effort to increase the buying interest, the sellers should increase their reputation in the reputation system represented in the list of feedback, review, and the badge level in Bukalapak. To marketplace providers, in this case, Bukalapak, there is still a need to increase the customers’ trust. Although it is significant, however, it has low impacts both directly and indirectly.

The paper aims to test a research model of the mediating role of satisfaction in creating loyalty of green tourists. The importance of loyalty refers to a number of unique characteristics of green tourists such as being associated with the middle class, high spenders, staying longer than common tourists, high involvement, and tolerance. By using SEM a mediation test was carried out related to the position of customer satisfaction (GCS) in mediating its decision to buy in an environmentally friendly hotel (GP) and its loyalty (GCL). In short, to get loyal customers, services must be created in order to encourage customer satisfaction. Keywords: green hotel, green tourist, loyalty, purchasing, satisfaction

The study aims to test ACB attitude models (Affective, Cognitive, Behavior) and their role in online purchasing decisions. The novelty in this research is modifying the ABC attitude model (Affective, Behavioral, Cognitive) into the ACB attitude model (Affective, Cognitive, Behavioral). The study used affective, cognitive, and lifestyle approaches in understanding online consumer buying behavior. Affective is explained by emotions and preferences, while cognitive is explained by perception. Respondents who researched are the millennial generation as consumers of fashion products in e-commerce in Indonesia. Sampling by purposive sampling method. Collecting data by survey method. The data collection instrument is an online questionnaire. The research instrument was tested with validity and reliability tests. SEM analysis shows that online organic marketing stimuli on the website affect online purchasing decisions because it is moderated by lifestyle and mediated by affective-cognitive learning (emotions, preferences, perceptions). The newness of the results of this study is that the ACB attitude model has been empirically tested as a factor that has a significant influence on online purchases. The research findings provide an important meaning for marketing managers to optimize the website as a marketing medium by involving lifestyle factors, affective-cognitive learning (emotions, preferences, perceptions).

Purpose: The purpose of this study is to determine the management and environmentallyfriendly behavior of small-scale aquaculture businesses with emphasis on the institutional environment, entrepreneurial orientation, and green technology. Design/methodology/approach: The sample consists of 198 respondents in the aquaculturebased SMEs, analyzed with structural equation model (SEM) by using AMOS software. Findings: The findings show the role of management and business behavior in green business of aquaculture SMEs. This behavior affects the cost and resource efficiency. Practical implications: The results contribute for SMEs how to manage environmentally friendly businesses through process that encourages environmental governance. Originality/value: This finding is based on resource based view theory, by identifying and managing the potential resources through green business initiative in SMEs.