Research on green consumption has two streams, the stream about how consumers consume green products (consume differently) and the stream about how to consume less. Most research focus on the stream about consume differently, therefore this study would like to contribute to the latter research stream by understanding the determinants of zero waste lifestyle adoption. The 3R theory (Reduce, Reuse, Recycle) is used in this study. The object of this study is generation-Z who live in Indonesian big cities, aged between 15 - 24 years. Data collection is done by using online questionnaire to 322 respondents. This study uses descriptive research design and judgemental sampling to collect the data. Data analysis is done by using structural equation modelling. Variables used in this study are attitude toward zero waste lifestyle, social norm, personal norm, altruistic motivation, and social media activity. The findings of this study are social media activity significantly influence reduce, reuse, and recycle behavior, social norms significantly influence recycle behavior only, while other factors do not significantly influence zero waste lifestyle adoption of generation-Z. This study gives insight that social media has significant role in changing consumer behavior to be more sustainable.
Keterlibatan selebriti dalam rekomendasi produk merupakan suatu hal yang menarik untuk diteliti. Dukungan selebriti adalah strategi komunikasi pemasaran umum untuk membangun citra merek dan kesadaran merek. Penelitian ini mencoba menganalisis factor yang mempengaruhi brand awareness dengan mengikutsertakan keterlibatan selebriti. Penelitian ini memiliki empat variabel yaitu celebrity endorser, advertisement, brand image, dan brand awareness. Sampel dalam penelitian ini adalah 293 konsumen produk X. Metode analisis dalam penelitian ini adalah analisis partial least squares (PLS). Hasil penelitian menyatakan bahwa seluruh hipotesis signifikan. Terdapat pengaruh celebrity endorser terhadap brand image, terdapat pengaruh advertisement terhadap brand image, terdapat pengaruh brand image terhadap brand awareness, terdapat pengaruh celebrity endorser terhadap brand awareness yang dimediasi oleh brand image, dan terdapat pengaruh advertisement terhadap brand awareness yang dimediasi oleh brand image. Hasil penelitian ini sangat berguna dalam analisis faktor yang mempengaruhi brand awareness dengan mengikutsertakan keterlibatan selebriti
Nowdays many factors influence shopper interested in buying merchandise through e-business, such as promotions made by e-business companies, speed and less time, fast payment transactions and low cost, and marketing mix. Most shopper utilize e-business to shop for food products, electronics, logistic (such as gojek/grab/uber, travel) and others. The application of e-business can not be separated from the expertise and knowledge of the public in using the internet and computer systems. However, Indonesian people's awareness of e-business is still low, many people do not know how to utilize it. This is due to low internet infrastructure factors, poor telecommunication facilities. This is still a barrier to the interest of the people of Indonesia to testify online. In addition, shopper confidence and trust in the security of e-business can affect someone to shop online. In explaining the factors that impact on shopper conduct to utilize e-business utilized theory of planned behavior approach. The theory of Planned Behavior (TPB) has supported the prediction of many different conducts of people. TPB shows that determining conduct is one's purpose. This study aims to analyze the impact of perceived behavioral control, subjective norm, and attitude, on purpose to shop online and its impact on online shopping behavior. Exogenous variable research is perceived behavioral control, subjective norm, and attitude. The variables of endogenous research are intended to shop online and online shopping behavior. The research sample of 100 respondents was shopper who shopped in e-business X. Data collection method using questionnaires. Data analysis method using SEM PLS.
The purpose of this study was to analyze the effect of social media marketing on purchase impulses mediated by brand attentiveness. This research has three variables, namely social media marketing, brand attentiveness, and purchase impulse. The sample in this study was 231 customers of UMKM X. The method of analysis in this study was SEM partial least squares (PLS) analysis. PLS-SEM analysis was carried out through secondary data collection and hypothesis testing. The results showed that all 4 hypotheses were significant.
This study aims to analyze the affect of attitude, subjective norm, perceived behavioral control, and perceived risk on intention to shop online and its impact on online shopping behavior. The exogen variables on this study are attitude, subjective norm, perceived behavioral control, and perceived risk. While the endogen variables are intention to shop online and behavior to shop online. Data collection was carried out by distributing 100 questionnaires to users of e-commerce as respondents. By using SEM PLS, this result of this study showed that from 5 initial hypotheses were developed; only 2 hypotheses did not affect to shop online’s behavior; there were subjective norm to intention to shop online; and perceived risk to purchase intention
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