Penelitian ini bertujuan untuk mengetahui pengaruh desain visual post Instagram dalam hal tipe gambar, tagar, jumlah likes, dan caption berupa informasi harga, terhadap tingkat atensi visual pemirsa, dan intensi pembelian. Keempat elemen tersebut dihipotesiskan akan mempengaruhi atensi visual pemirsa, dan pada akhirnya mempengaruhi intensi membeli. Metode desain eksperimen digunakan untuk menguji hipotesis dengan alat bantu eye tracker untuk mengukur atensi visual. Instagram dari sebuah perusahaan UKM yang menjual tas tangan (pouch) digunakan sebagai objek penelitian. Delapan stimulus berpasangan (gambar produk dan konsumen) yang merupakan dummy post Instagram dirancang berdasarkan hipotesis penelitian, dan satu pasang stimulus post Instagram yang ada saat ini digunakan sebagai kontrol. Empat puluh partisipan dipaparkan kesembilan stimulus menggunakan pendekatan within subject design. Dari hasil statistik deskriptif, ditemukan bahwa partisipan lebih menyukai tipe gambar produk, dan stimulus yang paling disukai yang menampilkan caption keterangan harga, hashtag serta jumlah likes yang banyak. Uji statistik inferensial menunjukkan adanya perbedaan tipe gambar (gambar produk dan gambar konsumen) dan jumlah likes mempengaruhi tingkat atensi visual pemirsa, serta tidak ada hubungan antara tingkat atensi terhadap tampilan Instagram dengan intensi membeli.  Abstract[Role Of Image Type, Hashtag, Number Of Likes And Pricing Information On Instagram Against Intensi Buying] This research is intended to investigate the influence of visual design of Instagram concerning picture type, hashtag, number of likes, and price information, on intention to buy. These elements are suggested to influence visual attention of the audience, and ultimately influence the intention to buy. Experiment design method is implemented to test the hypotheses using an eye tracker device to measure visual attention. An Instagram post from an SME offering pouch is used as a research object. Eight paired of dummy Instagram posts (the product picture and the consumer picture) are designed to test the research hypotheses, and a pair of existing Instagram post acts as a control stimulus. Forty participants are exposed to all of the stimuli using a within-subject design approach. Descriptive statistic analysis shows that participants like product picture more than consumer, and stimulus containing price information, hashtag, and many likes. Inferential statistic analysis shows that picture type and likes all influence visual attention and no significant relationship between visual attention and intention to buy.Keywords: Intention to buy; visual attention; statistic inferensia; desain eksperimen

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Purpose Customer education is considered as an appropriate communication strategy for promoting green products. This paper aims to elaborate on the characteristics of customer education that are suitable for green products by identifying what messages must be delivered, sources and channels that must be used to achieve the greatest effect. Moreover, this study uses a repeated cross-sectional approach by using the same research model in 2008 and 2019. Design/methodology/approach A questionnaire was arranged based on the research model. In 2008, the data were collected at 12 shopping malls in Jakarta. The 2019 data were collected online, using Google forms, from citizens of Jakarta and five nearby cities. Then, the data were processed using structural equation modeling. Findings Data analysis of both years shows that education containing messages that are both informational and transformational can increase customers’ perceptions of the benefits and economic accessibility of green products, as well as environmental concerns. This study’s results also indicate that customers’ intentions to buy green products are influenced by their attitudes toward buying. However, the impact of customers’ perceptions of benefit and economic accessibility on their attitudes toward green purchasing varied between 2008 and 2019. Practical implications Sustainable consumption can be pursued through customer education once a community’s economic conditions have reached a certain level. This study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community. Social implications This study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community. Originality/value Investigation of the role of customer education in green products using a repeated cross-sectional study.

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Investment gallery is a three parties collaboration, between IDX, securities company, and university that aims to increase the number of investors, especially from the civitas academica. However, in the past year, more than 50% Investment galleries failed to meet the growing investor target. Therefore, it is necessary to redesign an investment gallery that is more oriented to the wants and needs of investors and potential investors. through investment galleries and their intention to reinvest. Factors are generated through literature studies and interviews to customers and management of IDX and resu lts in 12 factors. These factors were measured by 32 indicators and tested using an online and offline questionnaire of 193 respondents from 7 best investment galleries in Indonesia. The data obtained is processed by using factor analysis so as to form 5 factors: perceived image, customer experience, benefit, facilities, and response time. These results are then processed to see the relationship of each factor to the intention to reinvest. Based on multiple linear regression analysis, only 4 factors have significant effect, which are perceived image, benefit, facilities, and customer experience. The results of the study were then used to develop an investment gallery marketing strategy.