This research analyzed the effect of physical attractiveness, attitude homophily, social attractiveness, and relationship-building motives on credibility and parasocial interaction, and attitude towards brands and advertisements on purchase intention. Online questionnaires were sent to 200 respondents selected using non-probability and purposive sampling. Hypothesis testing involved Structural Equation Model (SEM) and AMOS Software. Findings showed that physical attractiveness positively affected credibility but had no positive influence on parasocial interaction. Attitude homophily positively affected credibility but had no positive influence on parasocial interaction. Social attractiveness positively affected parasocial interaction. Relationship-building motives positively affected parasocial interaction. Credibility positively affected parasocial interaction and attitudes toward brands and advertisements. However, credibility did not affect purchase intention. Parasocial interaction positively affected purchase intention. Brand attitude had no positive impact on purchase intention. Attitude towards advertisement positively affected purchase intention. We combined two similar studies to determine drivers and outcomes of credibility and parasocial interactions on purchase intentions.

Penelitian ini bertujuan menguji dan menganalisis faktor yang mempengaruhi brand trust dan konsekuensi yang ditimbulkan adalah brand loyalty. Sampel yang digunakan dalam penelitian ini berjumlah 230 Responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini menunjukkan terdapat pengaruh positif advertisement dan social network sevice content terhadap customer engagement. Terdapat pengaruh positif advertisement dan social network service content terhadap brand trust. Terdapat pengaruh positif customer engagement terhadap brand trust. Terdapat pengaruh positif customer engagement dan brand trust terhadap brand loyalty.

AbstrakTujuan - Penelitian ini bertujuan untuk menganalisis pengaruh self-congruity dan perceived congruence terhadap brand equity dan konsekuensinyaDesain/Metodologi/Pendekatan - Metode pengumpulan data dilakukan dengan penyebaran kuesioner secara online. Jumlah responden yang dianalisa adalah 180 responden. Pengujian dilakukan dengan menggunakan SEMHasil Penelitian - . Hasil penelitian ditemukan bahwa self-congruity tidak berpengaruh langsung terhadap brand equity namun akan berpengaruh positif jika ditambahkan variabel brand identification sebagai variabel intervening / mediasi. Perceived congcruence berpengaruh secara langsung dan positif terhadap brand equity. Brand credibility tidak memediasi pengaruh perceived congruence terhadap brand equity.Keterbaruan/Nilai - , konsekuensi yang ditimbulkan oleh brand equity hanya brand preference bukan purchase intention. Untuk penelitian selanjutnya disarankan untuk meneliti merek produk yang lain atau merek jasa dan menambahkan variabel satisfaction dan trust.  AbstractPurpose - This research aims to analyze the the effects of self-congruity and perceived congruence towards brand equity and its consequences.Design/Methodology/Approach - Online questionnaires are distributed and 180 respondents are collected. Structural Equation Model (SEM) is used for hypothesis testing.Finding - The results found that self-congruity is not directly affecting brand equity; it must be mediate by brand identifications. Perceived congruence is directly affecting brand equity, brand credibility is not a mediating variable. The consequence of brand equity is brand preference not brand purchase intentions.  For further researchOrganization/nilai - The consequence of brand equity is brand preference not brand purchase intentions.  For further research, it is advised to do more research on other products’ brand or services and add variables such as satisfaction and trust

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi complaining behavior intentions yang dimoderasi oleh gender. Metode pengumpulan data dilakukan dengan penyebaran kuesioner baik secara langsung maupun melalui online. Jumlah responden yang dianalisa adalah 225. Pengujian dilakukan dengan menggunakan SEM. Hasil penelitian ditemukan bahwa faktor-faktor yang mempengaruhi complaining behavior adalah attitudes towards complaining, the level of dissatisfaction, dan the importance of the situation. Lebih lanjut, penelitian menunjukkan bahwa gender (jenis kelamin) memoderasi hubungan Attitudes towards complaining, level of dissatisfaction dan importance of the situation terhadap complaining behavior intention. Untuk penelitian selanjutnya disarankan untuk meneliti industri jasa lain seperti hotel, airline atau perbankan dan menambahkan variabel perceived justice.

This study investigated the influence of two service recovery strategies (apology and explanation) on recovery satisfaction. It also analyzed the role of green practice as a moderating variable on the influence of the two service recovery strategies on recovery satisfaction. The research design used was hypothesis testing. Research data was obtained from 40 respondents, collected using a non-probability method with a purposive sampling technique. The respondent criteria were environmentally-conscious hotel consumers who have experienced service failure in the last two years. Data analysis was done using multiple regression. The research results indicated that apology positively influenced service recovery satisfaction and green practice had a role as a moderating variable on the influence of explanation on service recovery satisfaction. Surprisingly, it turned out that explanation did not directly influence service recovery satisfaction, and green practice did not moderate the influence of apology on service recovery satisfaction.