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A REVIEW ON CONSUMER BEHAVIOR IN REAL ESTATE PURCHASING: FACTORS INFLUENCING PURCHASE DECISIONS Abdullah Bedi; Cokki Cokki
International Journal of Application on Economics and Business Vol. 4 No. 1 (2026): February 2026
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v4i1.69-82

This article presents a structured narrative review of consumer behavior in property purchasing in Indonesia by analyzing 36 scholarly articles selected through a rigorous, multi-stage screening process. Using clear inclusion and exclusion criteria, the review integrates four main theoretical frameworks—namely the Theory of Planned Behavior, Prospect Theory, Maslow’s Hierarchy of Needs, and the Consumer Decision-Making Model—to explain the psychological, social, and economic dynamics influencing property purchase decisions in Indonesia. The findings indicate that attitudes, perceived behavioral control, risk aversion, income stability, and shifting lifestyle aspirations are dominant factors, accompanied by contextual influences such as the use of digital channels, sustainability preferences, and changing housing needs in the post-pandemic era. Prospect Theory helps explain the strong tendency toward loss aversion among Indonesian property buyers, while Maslow’s theory highlights the shift in needs from mere shelter to comfort, security, and social status. This review identifies a critical gap in the dominance of single-theory approaches in previous studies, emphasizing the need for a more comprehensive multi-theoretical model to better understand the complexity of Indonesia’s property market behavior. The article offers insights for policymakers, developers, and practitioners in formulating strategies that are more responsive to evolving consumer behavior in Indonesia’s dynamic property sector.

THE INFLUENCE OF CHATBOT QUALITY ON SATISFACTION USE CHATBOT: THE ROLES OF EASE AND USEFULNESS Catherine Christiana Tjandra; Haris Maupa; Cokki Cokki
International Journal of Application on Economics and Business Vol. 4 No. 1 (2026): February 2026
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar

Chatbots are becoming more popular as automated customer care solutions on e-commerce platforms due to the fast development of digital technology. The purpose of this research is to examine the relationship between chatbot quality and user happiness via the mediation of perceived utility and simplicity of use. Shopee customers in Indonesia who have engaged with the chatbot function on the site were surveyed online using a quantitative technique. Instrument validity, reliability, and the connections among the constructs were evaluated using data processed using Partial Least Squares-Structural Equation Modeling. According to the results, the perceived utility and ease of use of a chatbot are both much improved by its quality. A user's level of happiness is strongly related to their perception of the product's utility, which is in turn influenced by their impression of how easy it is to use. Exogenous factors adequately explain endogenous constructs, according to the moderate coefficient of determination. In sum, the findings demonstrate how crucial chatbot quality is for influencing users' opinions and enhancing their happiness. From a theoretical standpoint, this study further supports the relevance of the Technology Acceptance Model when discussing chatbot services for online shopping. The study provides practical insights for e-commerce operators, especially Shopee, on how to improve the quality of chatbots so that they are more interactive, easier to use, and provide users with tangible benefits. This will encourage users to continue using the bots and help develop more effective digital service strategies in the future.

PRODUCT PLACEMENT IN TOP 10 KOREAN DRAMA SERIES OF 2022: A CONTENT ANALYSIS Cokki Cokki; Phuah Kit Teng; Jessica Maria Kusuma Miharja; Anisa Rizkika; Nanako Keisya Emanuella; Isabel Sekar Arum Wigati Binar Wulandari Kusumo
International Journal of Application on Economics and Business Vol. 4 No. 1 (2026): February 2026
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v4i1.43-58

The Hallyu phenomenon which entered Indonesia through K-Dramas has positioned product placement as an important marketing communication strategy to influence brand awareness and consumer purchasing decisions. This study aims to analyze product placement strategies in the ten highest-rated K-Dramas of 2022 using quantitative content analysis approach. The analysis focuses on six main components: brand, placement type, character involvement, on-screen position, placement disclosure, and placement context. Data were collected from 122 episodes and analyzed to identify patterns of product placement. The findings indicate that product placements in 2022 K-Dramas generally emphasize products related to daily needs, visually presented through the involvement of main characters and integrated into the storyline without disclosure. Korean brands appeared more frequently than non-Korean brands in most dramas. In addition, product placements tend to appear in neutral contexts, with female characters more often associated with food and beverage as well as media and entertainment products, while male characters are more commonly linked to automotive products. These findings contribute academically to understanding product placement practices in the Korean entertainment industry and offer practical insights for the Indonesian entertainment sector in adopting similar strategies.

THE INFLUENCE OF CHATBOT QUALITY ON SATISFACTION USE CHATBOT: THE ROLES OF EASE AND USEFULNESS Catherine Christiana Tjandra; Haris Maupa; Cokki Cokki
International Journal of Application on Economics and Business Vol. 4 No. 2 (2026): May 2026
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar

Chatbots are becoming more popular as automated customer care solutions on e-commerce platforms due to the fast development of digital technology. The purpose of this research is to examine the relationship between chatbot quality and user happiness via the mediation of perceived utility and simplicity of use. Shopee customers in Indonesia who have engaged with the chatbot function on the site were surveyed online using a quantitative technique. Instrument validity, reliability, and the connections among the constructs were evaluated using data processed using Partial Least Squares-Structural Equation Modeling. According to the results, the perceived utility and ease of use of a chatbot are both much improved by its quality. A user's level of happiness is strongly related to their perception of the product's utility, which is in turn influenced by their impression of how easy it is to use. Exogenous factors adequately explain endogenous constructs, according to the moderate coefficient of determination. In sum, the findings demonstrate how crucial chatbot quality is for influencing users' opinions and enhancing their happiness. From a theoretical standpoint, this study further supports the relevance of the Technology Acceptance Model when discussing chatbot services for online shopping. The study provides practical insights for e-commerce operators, especially Shopee, on how to improve the quality of chatbots so that they are more interactive, easier to use, and provide users with tangible benefits. This will encourage users to continue using the bots and help develop more effective digital service strategies in the future.

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