Judul: Pengaruh Electronic Word of Mouth, Perceived Quality, dan Brand Image terhadap Keputusan Pembelian Smartphone
Abstrak: Persaingan bisnis di industri smartphone yang kompetitif menuntut produsen untuk selalu memenangkan keputusan pembelian konsumen. Beberapa faktor yang dapat berpengaruh terhadap keputusan pembelian adalah faktor budaya, faktor sosial, faktor pribadi, faktor psikologis dan faktor situasional. Penelitian ini bertujuan untuk melihat pengaruh electronic word of mouth, perceived quality, dan brand image terhadap keputusan pembelian smartphone. Metode pengambilan responden menggunakan purposive sampling dengan jumlah 170 orang data dikumpulkan melalui pengisian kuesioner secara online. Analisis data menggunakan Partial Least Square-Structural Equation Model (PLS-SEM). Hasil penelitian menunjukkan bahwa electronic word of mouth, perceived quality, dan brand image berpengaruh positif dan signifikan terhadap keputusan pembelian dan brand image memiliki pengaruh terbesar terhadap keputusan pembelian. Upaya yang dapat dilakukan perusahaan smartphone untuk dapat bersaing di industri adalah menjaga perceived quality dengan menyesuaikan espektasi konsumen terhadap produk yang dikeluarkan, mengelola reputasi secara proaktif dengan menggunakan electronic word of mouth, secara aktif mengelola brand image yang baik melalui kampanye pemasaran, dan menggunakan influencer marketing.
Keyword: brand image, electronic word of mouth, keputusan pembelian, perceived quality, PLS-SEM

Judul: Faktor-Faktor yang Mempengaruhi Mahasiswa dalam Memilih Merek Smartphone dan Dampaknya Terhadap Pangsa Pasar (Studi Kasus: IPB)
Abstrak: Smartphone sudah menjadi kebutuhan masyarakat modern di berbagai kalangan usia saat ini. Berbagai merek smartphone yang masuk ke Indonesia bersaing menawarkan produknya dengan berbagai keunggulan masing-masing menimbulkan persaingan dalam merebut pangsa pasar. Variasi pada produk smartphone seringkali mendorong konsumen melakukan perpindahan merek yang kemudian berakibat pada berubahnya kondisi pangsa pasar setiap tahun. Evaluasi atribut produk yang relevan merupakan tahap penting dalam membuat keputusan pembelian. Tujuan dari penelitian ini adalah memetakan posisi atribut yang dipentingkan dalam pemilihan merek smartphone dengan biplot berdasarkan persepsi mahasiswa dan menganalisis pangsa pasar smartphone dengan rantai Markov. Hasil penelitian menunjukkan atribut harga dan spesifikasi paling mempengaruhi pemilihan merek Oppo dan Xiaomi. Atribut desain, kualitas, dan layanan purna jual paling mempengaruhi pemilihan merek Realmi dan Iphone. Atribut citra merek yang paling mempengaruhi pemilihan merek Samsung dan Vivo. Hasil penelitian juga menunjukkan pada kondisi steady state atau keseimbangan jangka panjang, pangsa pasar Samsung sebesar 19,599%, Oppo sebesar 0,024%, Vivo sebesar 0,695%, Xiaomi sebesar 2,712%, Realmi sebesar 0,007%, Iphone sebesar 76,903%, dan merek lainnya 0% ., Smartphones have become a necessity for modern society in various age groups today. Various smartphone brands entering Indonesia compete to offer their products with various advantages then inflicts competition in capturing market share. Variations in smartphone products often encourage consumers to switch brands which then results in changing market share conditions every year. Evaluation of relevant product attributes is an important stage in making purchasing decisions. The purpose of this study is to map the position of the attributes that are important in choosing a smartphone brand with a biplot based on student perceptions and analyze the smartphone market share with the Markov chain. The results show that the price and specification attributes most influence the selection of the Oppo and Xiaomi brands. The attributes of design, quality, and after-sales service most influence the choice of the Realmi and Iphone brands. The brand image attribute that most influences the selection of the Samsung and Vivo brands. The results also show that in steady state or long-term equilibrium, Samsung's market share is 19.599%, Oppo is 0.024%, Vivo is 0.695%, Xiaomi is 2.712%, Realmi is 0.007%, Iphone is 76.903%, and other brands 0%.
Keyword: biplot, brand switching, market share, Markov chain, product attributes

Judul: Development of DNA Vaccine Encoding Glycoprotein of Koi Herpes Virus Using Local Isolate.
Abstrak: The aim of this research was to develop DNA vaccine of Koi Herpesvirus in carp. Glycoprotein gene originated from ORF 25 KHV virus that is 1.8 kbp in size, is a potential gene in DNA vaccine construction. The sequencing and similarity analysis of the gene using BLAST software showed that this gene is a GP25 gene and was found to be very similar (99%) to GP25 of KHV virus from the USA and Israel. When this GP25 gene was ligated with pGEMT Easy (pT, 3 kbp in size) vector, plasmid size was increasing up to 5 kb. Following this, a digestion of pT-GP25 plasmid using Sal I enzyme was applied resulted in a GP25 fragment (1.8 kbp). Subsequently, pAct-D6 with a size of 8.5 kbp was also cut using the same enzyme to eleminate a D6 gene with a size of 1.6 kbp. GP25 gene was then ligated with pAct resulted a pAct-GP25 plasmid with a size of 8.8 kbp. As there was only one restriction site applied, ligation can be occurred in two different directions. Thus, in order to determine the plasmid with the desired direction PCR analysis was carried out, and plasmid with the right direction was the one that sized approximately 2.1 kbp (no. 6, 17 and 20). High level of GFP gene expression was detected in all tissues analyzed, i.e. kidney, gil, spleen, and muscle 24 hours after injection which indicated that β-actin promoter of Japanese medaka could be active in common carp. Although not as high as on 24 hours, expression was still detected until day 7 and disappeared after day 28 post injection indicating that pAct-GFP can be remained and β-actin promoter of Japanese medaka can be active in muscle, gills and kidney at least a week after injection. The result of RT-PCR analysis on pAct-GP25 injected common carp showed that GP25 gene expression can be detected 14 days after injection in all tissues observed. The expression level differences between GFP and GP25 genes possibly related to the primer sensitivity on annealing process to cDNA template and the size of PCR targeted DNA fragment, as smaller PCR targeted product will be easier to be amplified than a bigger one. The length of PCR targeted DNA with GP25 primer was 1.8 kbp whereas GFP gene was 0.6 kbp.The challenge test on common carp results showed that all unvaccinated and negative control (not infected with KHV) was alive until the end of the experiment. Whereas, the survival of fish vaccinated with a dose of 12.5 was ranged from 60.9 and 96.7%. In relation to the activity of β-actin promoter that was used in this DNA vaccine, gene expression was occured 24 hours after vaccination and remained until 2 weeks. The control fish that was not injected by GP25 showed no GP25 expression either in the observed tissues or organs and resulted in a lower survival, i.e. 23.3%. The challenge test results has indicated that the fish vaccinated with GP25 at doses of 7.5 and 12.5 μg/100μL were able to produce KHV glycoprotein in their body which would be
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