The COVID-19 pandemic has lead to the implementation of quarantine for the entire world community. This is done to prevent the spread of COVID-19 and death from it. This impact is also felt by students who have to do many activities including buying books online. In Indonesia, Tokopedia and Shopee are the best-selling e-commerce platforms used by the public to buy books online. Moreover, each of these e-commerce has a fairly practical payment system, namely OVO and ShopeePay. This study tries to test the real motives of Indonesian consumers in buying books online. The method chosen was through structural equation modeling (SEM) which was carried out on two samples. The results show that Tokopedia consumers with OVO payments have hedonic motivation and utilitarian motivation in buying books online. In addition, the data also shows that Shopee consumers who pay through ShopeePay have other reasons besides hedonic and utilitarian motivation. The reason is because of situational influence.

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One of the causes of environmental degradation is human behaviour that destroys environment. This environmental phenomenon can arise from both the domestic and global spheres, where domestic means that it comes from the immediate environment and global means that it comes from a multinational environment. Knowledge of these two types of events is thought to be able to influence the desire to buy ‘green’ products and can be stronger if the environmental knowledge of the individual is also already strong. This study seeks to test the relationship of these variables using a video documentary stimulus and processing through structural equation modelling. The results show that environmental knowledge is much stronger in influencing domestic environmental concerns than global environmental concerns. In addition, the results also explain that global environmental concerns have a stronger influence on an individual’s decision to buy green products. Indonesian’s government should make a policy about increasing public service advertisement that provides information on global disasters to encourage the purchase of green products.

Objective - Brand equity and green marketing are becoming increasingly relevant to brand competition. Brand equity and green marketing of a product are able to influence a costumer's purchasing decision (Kotler and Armstrong, 2007). This study aims to test the relationship between brand equity, green marketing, and the decision to purchase certain goods. Methodology/Technique - The study uses a sample of 120 respondents, all of whom are purchasers of a Honda Beat Series vehicle, and who live in Surabaya. The data is analyzed using multiple linear regression. Findings – The study examines the purchase of the Honda Beat Series motorcycle in Surabaya City, in the East Java Province, Indonesia. East Java is regarded as a province with the highest selling rate; in 2014, the province recorded a market share of 17.1%. This study found that brand equity and green marketing both have a significant positive effect on a consumer's decision to purchase. Novelty - This study assesses the efficacy of Honda's green marketing strategy, through the use of the PGM-Fi system, which is considered to set them apart from its competitors. Type of Paper - Empirical Keywords: Brand Equity; Green Marketing; Marketing; Decision to Purchase; Regression Analysis. JEL Classification: M30, M31.