Tujuan Penelitian – Penelitian ini bertujuan untuk meneliti peran responsiveness chatbot artificial intelligence dalam membentuk customer satisfaction Desain/Metodologi/Pendekatan – Dalam penelitian ini metode pengumpulan data menggunakan kuesioner yang disebar terhadap 260 responden. Analisa structural equation modeling menggunakan Amos. Hasil – Hasil penelitian menunjukkan bahwa responsiveness chatbot berpengaruh terhadap extrinsic value, intrinsic value, dan online convenience. Selanjutnya extrinsic value dan online convenience berpengaruh terhadap costumer satisfaction, sedangkan intrinsic value tidak berpengaruh. Keterbatasan Penelitian – Penelitian ini hanya meneliti hanya meneliti terhadap beberapa faktor yang mempengaruhi customer satisfaction dalam penggunaan chatbot untuk berinteraksi dengan perusahaan, jumlah sampel yang terbatas, dan sampel hanya berasal dari beberapa kota. Originality/Value – Penelitian ini adalah penelitian pertama yang meneliti mengenai peran responsiveness chatbot artificial intelligence dalam membentuk customer satisfaction Key Word – Responsiveness, extrinsic value, intrinsic value, online convenience, dan customer satisfaction.

Corporate Social Responsibility (CSR) programs are considered crucial as they facilitate effective communication with customers and potential customers, while also fostering stronger bonds between customers and companies. This journal article investigates the impact of Corporate Social Responsibility (CSR) in Social Media on Brand Advocacy Behavior, mediated by Customer Engagement (CE), Customer Company Identification (CCI), and Brand Trust. The study involved a sample of 239 customers from 14 banks, comprising 4 banks in the KBMI 4 category and 10 banks in the KBMI 3 category, with account tenure exceeding six months. The survey was completed through an online questionnaire, and data analysis was performed using Structural Equation Modeling (SEM). The findings of this research revealed that CSR, mediated by Customer Engagement, Brand Trust, and Customer Company Identification, has an overall positive effect on Brand Advocacy Behavior among bank customers in Indonesia. This study is based on the social identity (SI) theory, which is widely utilized to explain the behavioral patterns of individuals in diverse contexts. The presence of various psychological factors as mediators substantiates the significant role of CSR in shaping the behavior of specific individuals. This research underscores that banks are not solely profit-oriented, but also actively engage in sustainable CSR initiatives. The implications of this study are particularly relevant to the banking sector, emphasizing the significance of communicating CSR initiatives on social media in fostering meaningful customer relationships and promoting Brand Advocacy Behavior.

This study aims to determine the influence of social media marketing (SMM) on brand equity with electronic word of mouth (E-WOM) and brand experience as mediating variables. The importance of implementing social media marketing with electronic word of mouth and brand experience as mediating variables that will help determine the value of brand equity in the company. This research was conducted on a survey of online training users on a digital platform that provides online training. This type of research is explanatory research, using a quantitative approach. This research was conducted on 200 respondents using online training. Samples were obtained through purposive sampling method. The analysis technique used is multiple linear regression. The results of the study found that social media marketing, E-WOM, and brand experience had a positive and significant effect on brand equity. This study also finds that E-WOM and brand experience have a function as a mediator that mediates the relationship of social media marketing to brand equity.Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing (SMM) terhadap brand equity dengan electronic word of mouth (E-WOM) dan brand experience sebagai variabel mediasi. Pentingnya penerapan social media marketing dengan electronic word of mouth dan brand experience sebagai variabel mediasi dapat membantu mengetahui nilai brand equity pada perusahaan. Penelitian ini menyurvei pengguna pelatihan online pada digital platform yang menyediakan pelatihan online. Jenis penelitian ini adalah explanatory research, dengan menggunakan pendekatan kuantitatif. Penelitian ini dilakukan pada 200 responden pada pengguna pelatihan online. Sampel diperoleh melalui metode purposive sampling. Teknik analisis yang digunakan adalah regresi linier berganda. Hasil penelitian menemukan bahwa social media marketing, E-WOM, dan brand experience memiliki pengaruh positif dan signifikan terhadap brand equity. Penelitian ini juga menemukan bahwa E-WOM dan brand experience memiliki fungsi sebagai mediator yang memediasi hubungan social media marketing terhadap brand equity.

Objectives: The purpose of this paper is to examine factors influencing consumer green purchase behavior towards international and local sustainable and slow-fashion brands in Indonesia. The fashion industry contributes 10% of total carbon emissions globally. Indonesia itself is a country ranked second in contributing water pollutant damage caused by textile production. The growth of fast fashion trends threatens the environment and the planet. But, public awareness of sustainable and slow fashion is beginning to rise. This study aims to further analyze factors influencing green purchase behavior. The theory of planned behavior was developed to examine consumer sustainable consumption behavioral intention. Methodology: Online questionnaires were distributed to people who had already purchased one of the sustainable brands in Indonesia at least once in their life. 283 data were collected but only 240 of which were able to fulfill the criteria of the study. Data analysis used Smart PLS 3.2.8.Finding: Environmental knowledge, eco-label, environmental advertisement, and green trust positively influence green purchase behavior. Environmental advertisement positively influences environmental knowledge, and environmental knowledge and advertisement positively influence eco-label. Green trust is not a mediating influence between environmental knowledge and green purchase behavior.Conclusion: This study's finding is that consumer awareness and recognition of sustainable fashion adoption is rising. People are starting to worry about textile production and consumption that harm the environment.