In globalization era, firms have to deal with multifaceted challenges. Dynamic changes in consumers’ demands and desires, technology, and new knowledge and innovative movement of competitors are some examples of the important tasks to be managed in order to be able to survive in the market. The role of communications and the presence of market maven cannot be ignored because both are salient elements for establishing a firm’s marketing strategy. Market maven has been well defined and studied. However, the participation of market maven in improving a consumer’s knowledge and trust in certain object is unclear. Therefore, this study aims to: (1) investigate the role of inherent personal knowledge in affecting trust, (2) investigate as to whether mavens play a role in improving a recipient’s knowledge level and trust. The authors conducted a study that involved a total of 134 students as respondents. The correlation between subjective knowledge and trust attains a medium level, while objective knowledge is related to trust at a very low level. Trust in the low maven group is the lowest compared to that in medium and high mavens. This study indicates that there are different results in terms of effects of information provided by three different maven groups.

Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth terhadap brand image dan purchase intention serta pengaruh variabel brand image terhadap purchase intention pada Karsa Moyang.             Sampel dalam penelitian ini adalah pengguna aktif Instagram pengikut brand Karsamoyang dan terdapat 84 sampel yang digunakan. Data yang digunakan adalah data primer. Metode pemilihan sampel yang digunakan dalam penelitian ini adalah metode purposive sampling. Metode analisis yang digunakan adalah SEM Warppls dengan melakukan perhitungan nilai goodness of fit dan pengujian hipotesis.             Setelah melakukan pengujian, peneliti mendapatkan kesimpulan yaitu variabel electronic word of mouth memberikan pengaruh positif dan signifikan terhadap brand image. Variabel electronic word of mouth memberikan pengaruh positif dan signifikan terhadap purchase intention. Variabel brand image memberikan pengaruh positif dan signifikan terhadap purchase intention. Kata Kunci: electronic word of mouth, brand image, purchase intention.

AbstrakPenelitian ini bertujuan untuk mengetahui apakah terdapat hubungan antar variabel penampilan fisik, kepuasan diri, media, dan self-esteem pada gender wanita. Penampilan fisik dibedakan menjadi dua dimensi: penampilan fisik original dan asesoris. Penelitian ini melibatkan 144 responden yang sedang mengambil pendidikan S1 jurusan ekonomi. Hasil dari penelitian ini adalah: (1) penampilan fisik original berkorelasi positif dengan variabel penampilan fisik asesoris, media, dan self-estee; (2) penampilan fisik asesoris berkorelasi positif dengan variabel media, dan self-esteem; (3) penampilan fisik secara keseluruhan berkorelasi positif dengan variabel kepuasan diri; (4) kepuasan diri berkorelasi positif dengan variabel media, dan selfesteem; (5) media berkorelasi positif dengan self-esteem.Keywords: penampilan fisik, kepuasan diri, media, dan self-esteem. PendahuluanPada penelitian terdahulu disimpulkan terdapat hubungan iklan fashion dan kosmetik di berbagai media pada wanita. Iklan wanita yang memiliki penampilan fisik ideal dapat menimbulkan rasa rendah diri, self-esteem rendah, dan kecemasan pada wanita yang melihat/menonton iklan tersebut. Ketidakpuasan pada penampilan wajah dan bentuk tubuh mendorong wanita meningkatkan penggunaan kosmetika. Kosmetik dapat memanipulasi penampilan wajah (Britton 2012). Sebagian wanita meyakini dengan kecantikan/ketampanan premium akan memperoleh manfaat dan perlakuan khusus dari pihak lain. Hal ini didukung dengan hasil penelitian yang konsisten, yaitu kecantikan berhubungan positif dengan kekuatan personal dan social, self-esteem, dan perlakuan istimewa dari pihak lain (Solnick and Schweitzer 1999). Iklan kosmetik sampai dengan barang elektronik melibatkan model berpenampilan menarik mempengaruhi persepsi konsumen (Yin and Pryor 2012).Penelitian lain menyimpulkan komentar-komentar negatif dari lingkungan sekitar terhadap penampilan fisik wajah dan bodi seseorang akan menimbulkan ketidakpuasan diri (Stormer and Thompson 1996). Berdasarkan pembahasan di atas maka peneliti berminat meneliti hubungan penampilan fisik dengan self-esteem, ketidakpuasan diri, dan media sosial. Masalah penelitian yang dirumuskan adalah: (1) Apakah penampilan fisik original berhubungan positif dengan penampilan fisik asesoris, kepuasan diri, media, dan self-esteem?; (2) Apakah penampilan fisik asesoris berhubungan positif dengan kepuasan diri, media, self-esteem?; (3) Apakah terdapat hubungan antar variabel-variabel penampilan fisik, kepuasan diri, media, dan selfesteem,?Penelitian ini bertujuan untuk mengamati hubungan positif variabel-variabel penampilan fisik pada wanita, media massa, kepuasan diri, dan self-esteem. Apabila variabel-variabel penampilan fisik menjadi salah satu variabel yang berhubungan positif pada self-esteem seorang individu, maka dunia pendidikan dan lingkungan sosial (keluarga) dapat membimbing untuk mengembangkan penampilan fisik sejak dini secara positif. Dengan memahami self-esteem,

This study uses AGI shopping motivation as the independent variable, impulse buying as the dependent variable and internet browsing as the mediating variable. The data used is primary data obtained through distributing questionnaires using Google Form with data obtained as many as 320 respondents. Purposive sampling is a sampling technique used in this study, by taking consumers who have done online shopping at least six times in one year. The method used in data processing is a structural equation model (SEM). The purpose of this study was to determine how the influence of AGI motives on impulse buying mediated by internet browsing activities. The results of this study conclude that (1) the AGI motive has a positive and significant effect on impulse buying, (2) the AGI motive has a positive influence on internet browsing, (3) internet browsing has a positive influence on impulse buying, and (4) internet browsing is a partial mediator of the relationship between AGI motives and impulse buying.

This study aimed to obtain the findings, whether the attitude of acceptance, environmental awareness, knowledge about the benefits of green products have an impact on the intention to buy green products, or do not have an impact and even tend to be ignored (green paradox). This study involved 204 respondents using subgroup regression techniques to analyze the results. The findings of this study were the green paradox based on gender, including (1) The attitude of male and female gender acceptance towards green products did not affect the intention to buy green products; (2) Environmental awareness of male or female did not affect the purchase intention of green products; (3) The attitude of acceptance and environmental knowledge of males did not affect the intention to purchase green products. With the increasing of acceptance, knowledge, and care for the environment, it should encourage the desire to consume green products in order to maintain human health and long-term environmental sustainability. However, this research findings showed the opposite results, especially for males.