Analisis Pengaruh Contactless Marketing Effort Dan Store Atmosphere Terhadap Purchase Intention Produk Fashion Di Indonesia

Fauzan, Rijal (2025) Analisis Pengaruh Contactless Marketing Effort Dan Store Atmosphere Terhadap Purchase Intention Produk Fashion Di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.

Text 5031211103-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2027. Download (4MB) | Request a copy

Abstract

Industri fashion di Indonesia terus menunjukkan pertumbuhan signifikan, didorong oleh pergeseran perilaku konsumen yang memanfaatkan baik saluran offline maupun online dalam melakukan pembelian. Fenomena ini menggarisbawahi pentingnya penerapan strategi pemasaran yang terintegrasi antara offline dan online untuk meningkatkan purchase intention konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh contactless marketing effort dan store atmosphere terhadap purchase intention produk fashion di Indonesia, baik secara langsung maupun melalui variabel mediasi customer emotions dan customer equity. Pendekatan kuantitatif digunakan dalam penelitian ini dengan metode survei online yang melibatkan konsumen aktif di sektor fashion sebagai responden. Data yang terkumpul dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa store atmosphere memiliki pengaruh signifikan terhadap customer emotions dan contactless marketing effort secara signifikan memengaruhi customer equity. Selanjutnya, customer emotions dan customer equity terbukti memiliki pengaruh signifikan terhadap purchase intention. Namun demikian, store atmosphere tidak menunjukkan pengaruh langsung yang signifikan terhadap purchase intention, meskipun contactless marketing effort memiliki pengaruh langsung yang signifikan terhadap purchase intention. Selain itu, analisis menunjukkan bahwa model penelitian ini mampu menjelaskan 68% variabilitas purchase intention, yang berarti purchase intention secara signifikan dipengaruhi oleh contactless marketing effort, store atmosphere, customer equity, dan customer emotions. Temuan ini menekankan bahwa kombinasi elemen digital dan pengalaman belanja langsung berperan penting dalam membangun hubungan yang lebih kuat dengan konsumen. Sementara contactless marketing effort memperkuat keterlibatan pelanggan secara online, pengelolaan store atmosphere yang efektif tetap diperlukan untuk menciptakan pengalaman berbelanja yang menarik dan meningkatkan niat beli. Penelitian ini memberikan wawasan praktis bagi pelaku industri fashion dalam merancang strategi pemasaran yang lebih terintegrasi, serta memperkaya literatur akademik mengenai penyatuan pemasaran online dan offline dalam konteks industri fashion di Indonesia.
=====================================================================================================================================
The increasing use of fossil fuels has led to environmental issues such as air pollution and global warming, driving the search for cleaner and more efficient fuel alternatives. One promising solution is dual fuel technology using Compressed Natural Gas (CNG), which can reduce exhaust emissions and operational costs. However, the implementation of this technology faces challenges such as methane slip, where unburned methane is released, and the optimization of engine performance. This study aims to analyze the impact of camshaft variations and the application of Internal Exhaust Gas Recirculation (iEGR) on the performance and emissions of diesel engines fueled with B35 and dual fuel CNG. The findings reveal that modified camshafts, particularly Camshaft 3, deliver the best performance with the highest power output, reaching 1562 watts at 1400 RPM on B35 fuel and 2569 watts at 1800 RPM in dual fuel mode, as well as the highest thermal efficiency of 36% at 1600 RPM in dual fuel mode. In terms of emissions, Camshaft 3 recorded the lowest NOx levels at 178 ppm at 1400 RPM and 202 ppm at 1800 RPM in dual fuel mode, along with the lowest methane slip, ranging between 21–22 ppm. This study confirms that the combination of dual fuel CNG technology, modified camshafts, and Internal EGR can significantly enhance engine performance while reducing environmental impacts, making it a promising solution to meet increasingly stringent emission regulations.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Contactless marketing effort, customer emotions, customer equity, Partial Least Squares Structural Equation Modeling (PLS-SEM), purchase intention, store atmosphere.
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. H Social Sciences > HF Commerce > HF5548.34 Mobile commerce.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Rijal Fauzan
Date Deposited:	03 Feb 2025 02:59
Last Modified:	03 Feb 2025 02:59
URI:	http://repository.its.ac.id/id/eprint/117824

Actions (login required)

View Item