The Effect of Social Media, Word of Mouth on the Destination Image and Its Impact on the Visit Decision to Tourism Destinations in City of Padang

The purpose of this study is to find out the influence of social media on the destination image and impact on the visit decision, the influence of word og mouth on the destination image and the impact on the decision to visit, the influence of the destination image on the decision to visit a tourist destination in the city of Padang. The form of this research is quantitative research. The population of this research is people who have never visited tourist destinations in Padang but know about tourist destinations in Padang. This study uses a purposive sampling technique with a total of 150 respondents . Data collection using a questionnaire with a Likert scale. The analysis technique used is SEM and uses SmartPLS analysis. This research found that The analysis showed that social media has a positive and significant effect on the destination’s image. word of mouth has no significant effect on destination image. social media has no on significant effect on visiting decisions. Word of mouth has no significant on visiting decisions. Destination image has a significant effect on visiting decisions.

INTRODUCTION
According to law No. 10/2009 Article 1 point 3concerning tourism. Tourism is a variety of tourism activity and is supported by various facilities and service provided by the community, business people, goverment and local goverment. The development of social media in Indonesia has increased rapidly since the support of infrastructure in terms of devices, internet networks, and technology. So that social media becomes online communication media that are designed to facilitate social interaction in which it allows users to share information. One of Indonesia's favorite destinations that are often visited by tourists is a tourist destination in the city of Padang.
The city of Padang has many attractions offered with various advantages. Tourists are interested in visiting this destination in several ways. It can be seen that the number of Foreign and Domestic tourists in Padang City 2011-2018 continues to increase, in 2011 the number (total) 2 299 945 increased in 2018 with the number (total) 5 147 653 ... Many factors can influence behavior tourists in deciding on a tour, one of which is social media and word of mouth. The influence of social media is different. One of them is because of Instagram, Facebook, Twitter, and so on. Along with the times, the community has become an active internet user. Marketing through social media or word of mouth is also related to destination image. Destination images are individual perceptions of destination characteristics that will be influenced by promotional information, mass media and many other factors.
Based on the background description of the problem above, the writer is interested in raising this issue to be researched, entitled The Effect of Social Media, WOM on the Image of the Destination and its impact on the Decision to Visit Tourism Destinations in the City of Padang. Reisinger (2009: 297) explains that tourism behavior studies and explains how tourism makes the decision to use its resources and consume products and services related to tourism. The visiting decision indicators according to Shim (2012) & Huang Chen (2006 in Sujin Song, Myongjee Yoo, (2016), namely: 1) The desire to visit, 2) The intention to visit, 3) The decision to visit. Kaplan & Haenlein, (2010: 53), social media as an internet-based application group that builds on the ideology and technology of web 2.0 and allows the creation and axchange usergenerated content. five indicators seen from the benefits of social media according to Kang's (2011) and Wang and Fesenmaier's (2004) in Sujin Song, Myongjee Yoo, (2016), namely: 1) fungtional (comfort, effeciency, information, sharing experiences), 2) monetary (coupon free, discounted prices, special offers), 3) Hedonist (entertainment, enjyment, entertaiment, pleasure), 4) psycological (affiliation, sense of belonging, relationships), 5) social (social in enhancement, identification, involvement trust).

Word of Mouth
According to Kotler & Keller (2009: 512) Word of Mouth is a marketing activity through a person's intermediary to someone either verbally, in writing, or electronic communication tools related of the experience of purchasing service or experience using products or services. Word of mouth indicators according to Shannon and Weaver (1949) in Mohammad Reza Jalilvand, Ali Heidary (2016), namely: 1) Source-recipient relations, 2) Various channels, 3) Request for information, 4) Message retention, 5) Motivation to reveal information. Kotler (2005: 24) that destination images are beliefs and impressions held by someone about a place. Then explained also by Tasci and Kozak (2006: 304), destination images are individual perceptions of destination characteristics that can be influenced by promotional information, mass media and many other factors. There are three indicators of destination imagery according to Hailin Qu et.al., (2011: 470) in Mohammad Reza Jalilvand, Ali Heidary (2016), as follows: 1) Cognitive destination image (cognitive destination image), consisting of the quality of experience gained by tourists, tourist attractions in one destination, environment and infrastructure in the environment, entertainment and cultural traditions of the destination. 2) Unique image (unique destination image), consisting of the natural environment, attract a destination and local attractions in the destination. 3) Affective destination image, consisting of pleasant, arousing, relaxed and attractive feelings when in a destination. a. The relationship of social media to visit decisions Sujin Song (2016) overral, this study showsthat social media plays an important role in the pre-purchase stage of the service process that support customer purchasing decision. The result show that the benefits of social media have a positive relationship with customer purchasing decision, but not all items are important to the same degree. Kim (2013) also points out that the funcional benefits a website, such as the design indeepth information, quick and easy access and fastresponses, are the most influential factors that influence customer purchasing Advances in Economics, Business and Management Research,volume 152 deccisions. Kim et al., (2004aKim et al., ( -2004b. the refor relationship marketing throught social media buy incorporating psycological or social benefits may be more effective for long-term strategies. b. The relationship of social media, to the destination image (Destination Image) Echtner and Ritchie in Matos, Mendes, and Valle (2012: 106) which states that selective information exposure will construct mental (cognitive and affective) tourists so that they form a destination image. More specifically in the current digital era, information about travel destinations that are accidentally spread from various sources of information such as those closest to them, magazines, celebrities (travel Instagrammers or bloggers), television, and the internet will ultimately affect the image of destinations seen by tourists potential (Gartner, 1989in Lopes, 2011. Ahmed (1991) in Raslinda Mohd and Liping Chai (2014), claims that the induced image can be changed through promotional efforts and strategic positioning, its role in image formation is now becoming more out of control, c. Relationship of Destination Imagery to Visiting Decisions Beerli and Martins (2004); Bonn (2015) in Martins (2015: 4) that if the minds of tourists have been constructed by the image of an existing destination, then tourists will decide to visit tourist attractions. Albarq (2014: 14) states that the theory of interest in visiting by tourists is analogous to buying interest. d. Effect of Social Media on Visiting Decisions with Destination Imagery Widyatama (2009: 15) which states that information exposure can encourage symbolic awareness, then this awareness raises consumptive awareness and consumptive awareness leads consumers to actual awareness (behavior). Grace (2015: 216) regarding the effects of mass media messages in media exposure in stages, namely cognitive effects, affective effects, and behavioral effects. e. The relationship of word of mouth to visiting decisions Kotler & Keller (2009: 185) which states that after the information search stage, the next stage is an alternative evaluation at this stage the consumer will determine whether to make a purchase decision or not. The results of this study are in line with research conducted by Wijaya & Eristia (2014), which shows that Electronic WOM has no significant effect on purchasing decisions. f. The relationship of word of mouth to the image destinsasi

Destination Imagery
Jalilvand (2012) which shows Electronic WOM has an influence on brand image. The result of this study also reinforce research conducted by Semuel and Lianto (2014) Torlak et al., (2014), and Majid (2014), which stated that there was a significant positive relationship between Electronic Word of Mouth and Brand Image. Based on these results it can be concluded that the Electonic Word of Mouth variable consisting of platform assistance, concern for other, helping the company expressing positive emotion, venting negative feelings, social benefits, and advice seeking are effective ways of shaping and embedding an image of a destination products and associations in the minds of consumers by directly involving consumers to participate in discussions about the product brand or the association. g. Relationship between destination image and visiting decision Anholt (2011) who explained that to build an increase in the country's image (especially in the tourism sector), the country must concentrate more on product development and marketing rather than pursuing branding targets. Utkal Khandelwal, Naval Bajpai, Jai Prakash Sharman (2013) which shows that buying intention is undoubtedly a prerequisite for consumer attitudes towards consumer decisions Advances in Economics, Business and Management Research,volume 152 regarding purchasing decisions. Jalilvand and Samiei (2012b, c) report that tourist attitudes toward Islamic destinations are the main determinants in making decisions to travel to these destinations. h. Relationship of electronic WOM with Destination Imagery, and Visiting decisions Majid (2014), proves that Electronic Word of Mouth has an influence on Brand Image. Another study from Jalilvand (2012), also produced the same opinion that Electronic Word of Mouth has an influence on Brand Image. Musay (2013) explains that Brand Image has a significant influence on Purchasing Decisions. Placement of the brand image in the minds of customers must be done continuously so that the brand image created remains strong and can be received positively.

Conceptual framework
There are four variables in this study, namely social media, word of mouth as an exogenous variable, a variable that is considered to have an influence on other variables, but is not influenced by other variables, in addition, the decision to visit as an endogenous variable is a variable that is influenced by other variables. Destination image, is an intervening variable, a variable located between exogenous and endogenous variables and the relationship of these variables is influenced by intervening variables.

Hypothesis
Base on the problem formulation, research objectives, theoretical basis and conceptual framework above, the hypotheses in this study are as follows: 1. Social media positive and significant effect on the destination image.

METHOD
This study discusses in the scope of analyzing the influence of four variables that influence the image of a destination and its impact on visiting decisions, namely social media, and WOM. The method used in this research is descriptive and causative methods.
This research was carried out outside the tourist destinations of Padang City. The Advances in Economics, Business and Management Research,volume 152 population in this study are tourists who have never visited a tourist destination in the city of Padang but know about tourist destinations in the city of Padang. According to Hair (2019: 133) the number of variables studied has a ratio of 10: 1 to the total research indicators. The formula for determining the number of samples is the number of indicators multiplied by 10. The number of indicators in this study is 15 indicators number of samples is 15 x 10 = 150 samples. In this study all of the pollulations were used as a sample of 150 samples using a purposive sampling method. The criteria used to take samples in this study are: 1. Respondents who have never visited tourist destinations in the city of Padang, but know about tourist destinations in the city of Padang.
Types and sources of data used are qualitative and quantitative data, as well as primary data sources. To get the data needed in this study, the researchers collected data by giving or distributing a list of questions about the decision to respondent in the hope that respondents gave responses to questionnaires and documentation.

A. Descriptive Analysis
This analysis is intended to describe the characteristics of each study variable, the way of presenting the data into a frequency distribution table calculating the concentration and dispersion values and interpreting them.

B. Data Analysis with Partial Least Square (PLS)
Data analysis was performed using the Partial Least Square (PLS) method. PLS is a method of analysis that is not based on many assumptions. For example, the data must be normally distributed, not necessarily large because in this study the sample was limited to 95 respondents. SEM PLS modeling there are two models namely the outer model and the inner model.

Measurement model (outer model)
The measurement model is used to test the construct validity and instrument reliability. a. Convergent validity Convergent validityof measurement modelswith reflective indicators can be seen from the correlation between the scoreitem / indicator with the construct score. Individual indicators are considered reliable if they have a correlation value above 0.70 however at the scale development research stage, loading 0.50 to 0.60 is still acceptable, (ghozali,2014). Furthermore, another test is to assess the calidity of the construct withthe value of AVE,a good model is required if the average variance Extraced (AVE) counter is greater than 0.50 ( Ghozali,2014).

Discriminant Validity b. Discriminant
Validity from the measurement model with reflexive indicators assessed based on cross loading measurements with constructs. If the correlations of constructs with measurement items is greater than the size of other constructs, then it shows that the latent constructs predicts the size of ther blocks,(Ghozali, 2014). c. Reliability Construct (Reliability Construct) To measure construct reliability can be done with two criteria, namely composite reliability and crobanch alpha of the block of indicators that measure the construct. The construct is declaredreliable if the composite reliability and cronbanch alpha value are above 0.70 (Ghozali, 2014) 2. Structural Model (Inner Model) Inner model used to test hypotheses. Before the hypothesis is tested it must be seen and determined the test model (goodness of fit) of the research. The structual model (Inner Model) is evaluated using R-Square for the dependent construct, and the T Test and the Significance of the structural path parameter coefficients.

Results
Descriptions of the characteristics of respondents to be presented below include: gender, age. Descriptive results indicate that in part respondent are women as many as 79 people or 52.7%, most respondents aged between 20-30 years as many as 104 or 69.3%. The results of the hypothesis using PLS SEM are shown in the following order:  Based on table 2, it can be seen that the value of AVE (Average Variance Extracted) of all variables> 0.5, thus the results indicate that the convergent validity measurement model can be said to be valid. And it can also be seen from the value of Composite Reliability above 0.6 and Cronbach's Alpha values above 0.7, thus these results indicate that each research variable meets the criteria so that it can be concluded that the overall variable is said to be reliable.

Hypothesis test
Hypothesis testing is done to see and know the direct effect, indirect effect and the total effect between variables. This test is carried out by operating bootstrapping on the SmartPls 3.0 program so that the relationship between exogenous variables and endogenous variables is obtained. Hypothesis testing is done by looking at the p-value generated by the Inner model.  The test results show the direct effect of the destination image on the decision to visit has a pvalue of 0,000 <0.05, so the relationship is significant. Thus the destination image has a significant effect on the decision to visit. Testing the hypothesis of the effect of social media on destination images has a p-value of 0,000 <0.05, so the relationship is significant. Thus the social media has a significant effect on the image of the destination. Testing the hypothesis of the influence of social media on visiting decisions has p-value of 0.579> 0.05, so the relationship is not significant. Thus social media has no significant effect on visiting decisions. Testing the hypothesis of the effect of world of mouth on destination images has a p-value of 0.870> 0.05, Advances in Economics, Business and Management Research,volume 152 so the relationship is not significant. Thus the world of mouth does not significantly influence the image of the destination. Testing the hypothesis of the influence of the world of mouth on visiting decisions has a p-value of 0.288> 0.05, so the relationship is not significant. Thus the world of mouth has no significant effect on visiting decisions.

DISCUSSION
This study shows that social media and wom have a positive and significant effect on the image of the destination and its impact on visiting decisions. This is in line with researchSujin Song (2016) overall, this study shows that social media plays an mportant role in the pre-purchase stage of the service process that support customer purchasing decisions. This study also examined the direct influence of destination images on visiting decisions, where the results of the study had a positive and significant effect. This study is in line with the research of Jalilvand and Samiei (2012b, c) report that tourist attitudes toward Islamic destinations are the main determinants in making decisions to travel to these destinations.

CONCLUSION
a. The analysis showed that social media has a positive and significant effect on the destination's image in tourist destinations in the city of Padang. b. The analysis shows that world of mouth has no significant effect on destination iage in tourist destinations in the city of Padang. c. The analysis showed social media has no significant effect on visiting decisions tourist destinations in the city of Padang. d. The analysis showed that world of mouth has no significant effect on visiting decisions tourist destinations in the city of Padang. e. The analysis shows that the destination image has a significant effect on visiting decisions To visit tourist destination in the city of Padang.


INNOVATIVE PROVIDING IN ENTERPRISE MODERNIZATION PROCESSES

References: [1] Bunin, S. (2019). Calculation of the index of prerequisites for the functioning of the European insurance space in the context of integration directions of Ukraine. Technology audit and production reserves, (1/5(45)), 16-22. doi: 10.15587/2312-8372.2019.163919. [2] Faiier, O., Arefieva, O., Miahkyk, I., Babko, N., Kuskova, S., & Khloponina-Gnatenko, O. (2019). Risk management in the sphere of state economic security provision using professional liability insurance. Global Journal of Environmental Science and Management, (5(SI)), 51-60. doi: 10.22034/gjesm.2019.05.SI.06. [3] The National Commission for State Regulation of Financial Services Markets. (2020). Informatsiia pro stan i rozvytok strakhovoho rynku Ukrainy za 2015-2020 roky [Information on the state and development of the insurance market of Ukraine for 2015-2020]. Retrieved from: https://www.nfp.gov.ua/ua/Informatsiia-pro-stani-rozvytok-strakhovoho-rynku-Ukrainy.html (accessed July 2, 2020). [In Ukrainian]. [4] The National Commission for State Regulation of Financial Services Markets. (2020). Konsolidovani zvitni dani strakhovoho rynku Ukrainy za 2015-2020 roky [Consolidated reporting data of the insurance market of Ukraine for 2015-2020]. Retrieved from: https://www.nfp.gov.ua/ua/Konsolidovani-zvitni-dani.html (accessed July 2, 2020). [In Ukrainian]. [5] Volohova, L., & Ostapenko, D. (2017). Medychne strakhuvannia ta yoho rozvytok v Ukraini [Health insurance and its development in Ukraine]. Vseukraynskyi Analytycheskyi Zhurnal «Fynansovye Usluhy» [All-Ukrainian Analytical Journal «Financial Services»], (1), 35-39. [In Ukrainian].

INNOVATIVE PROVIDING IN ENTERPRISE
The increase in innovation activity and the availability of world technologies to the Ukrainian economy have led to increased international competition and have made it more difficult to find ways to increase the competitiveness of domestic enterprises. The entry of Ukrainian enterprises into world markets requires thorough modernization and technological renewal with the application of modern innovations. The state of most domestic infrastructure enterprises is generally characterized by low innovation, use of worn-out equipment and poor technical condition of transport infrastructure. To minimize negative impacts, there is a need to justify programmes and strategies for innovation and investment in upgrading the technological base of enterprises. Modernization processes in infrastructure enterprises need to be carried out on the basis of the principles of long-term competitiveness and innovation, which will make it possible to meet in an integrated manner the challenges of the globalization of economic systems and the digitization of processes.
July 24, 2020  Oxford, United Kingdom  29 . The problems of modernization of enterprises are sufficient in numerous scientific and methodical publications. A number of well-known scientists such as A.I. Amosha [1], V.I. Gejec, V.I. Zakharchenko [2], S.A. Ishuk [3], M.I. Krupko [4], Kucheruk G.Y. [5], L.I. Fedulov [6] stress the importance of a comprehensive solution to modernization issues in Ukraine. However, despite the large number of scientific writings, a number of theoretical and methodological issues relating to the development of innovative support for the modernization of enterprises have generally not been sufficiently addressed.
Most scientists argue that the main task of modernization of enterprises is to upgrade the equipment. The modern challenges of enterprise modernization are seen as a process of updating all aspects of business management and organization of innovation and investment activities, with increased development potential. In this context, the main priority of upgrading enterprises should be to focus on scientific and technological progress and to move them towards a sustainable development trajectory through targeted basic changes aimed at the future. Such modernization should be oriented towards scientific and technological progress, which is organically linked to the strategic objectives of enterprise development, and should take into account the level of economic development of the enterprise. In addition, it should be noted that current technological trends are being directed towards energy efficiency and environmental sustainability, with appropriate standardization at the international institutional level. Therefore, technological upgrading measures should follow the following steps: 1) Priority support for those activities of an enterprise having a high multiplier effect on domestic activities; 2) Modernization on a new technological basis of the fixed capital of the enterprise, concentrating on the main economic activities; 3) Meeting consumer demand for high-quality products through the modernization of the management of the enterprise.
The practical realization of the stated tasks consists in realization of the investment program of the project portfolio, implementation of modernization measures, as well as further reorganization of business processes of the enterprise.
Conclusions. So, within an enterprise, modernization needs to be seen as a set of cyclically repetitive steps in the transformation of investment into enterprise activity. In general, the following rules for the successful modernization process can be identified: -taking into account the long-term development strategy of the enterprise; -economic feasibility and efficiency of investment in technological renewal; -priority for the implementation of high-tech and innovative projects; -innovation in technological upgrading is the direction of developing the economic potential of an enterprise.


A Study of Chinese Online Cause-Related Marketing: The Effects of Perceived Benefits on Consumer Attitudes and Participation and the Moderating Effect of Privacy Concerns

The rapid development of Internet technology has led cause-related marketing become more diverse. It is important to understand what kinds of cause-related marketing campaigns consumers like. The purpose of this study is to analyze the critical role of perceived benefits and privacy concerns on consumer participation in online cause-related marketing activities. The questionnaires were administered to two groups: experienced groups and inexperienced groups according to respondents’ experiences in cause-related marketing activities. For those who had participated in online cause-related marketing campaigns, the three types of perceived benefits (functional benefits, experiential benefits, symbolic benefits) positively affected consumers’ attitudes towards the activities and positively affected their participation. The influence of symbolic benefits on attitudes was strengthened by privacy concerns significantly and the influence of functional benefits was weakened by privacy concerns. For people who had not participated in online cause-related marketing campaigns, only perceived symbolic benefits and experiential benefits positively influenced their attitudes towards campaigns, and positively affected their participation intention. The influence of symbolic benefits on attitudes was strengthened by privacy concerns significantly. The results of this study provide new path in the fields of online cause-related marketing. It offers a step forward in clarifying how consumers perceive online cause-related marketing and the moderating role of privacy concerns. It also provides suggestions for companies to use cause-related marketing more effectively.

Introduction
As a representative and practical method of corporate social responsibility, causerelated marketing combines socially responsible activities with business activities to carry out co-value creation with consumers (Varadarajan & Menon, 1988). Because it can create both social value and economic value, cause-related marketing attracts wide attention from companies and scholars. However, not all examples of causerelated marketing are successful cases. It is necessary to construct a cause-related marketing strategy that can guide consumers to have good attitudes toward a company and its activities. As cause-related marketing becomes more common and is combined with Internet technology, consumers face more choices about which companies to support. Therefore, it is essential to research choice motivations of consumers.
Existing Chinese research about cause-related marketing has found that brandcause fit, information reliability, and customer trust are important factors that influence consumers' attitudes (Qi & Seong-Yeon, 2020;Jiangfeng & Zhilong;Xiangming, 2016;Kunzhang et.al, 2009). But, in order to provide companies with a more comprehensive direction for developing these campaigns, it is important to investigate the effect of perceived benefits so as to understand what kind of benefits motivate consumers more. Meanwhile, Internet technology also brings risks, such as personal information disclosure. Consumers' privacy concerns about Internet services have been considered as an important criterion when developing customized services and have been researched in multiple studies (Jingtao & Lidong, 2019). However, privacy concerns have not been examined with online causerelated marketing.
This research discusses the influence of perceived benefits (functional, experiential and symbolic) of Internet cause-related marketing on consumer attitudes and consumer participation, and the moderating effect of consumers' privacy concerns in this process. This paper will enrich cause-related marketing research, provide a deeper understanding of consumers' motives when participating in cause-related marketing activities, and offer suggestions for companies to use cause-related marketing more effectively.

Cause-related Marketing
Varadarajan and Menon, representative researchers in cause-related marketing, defined cause-related marketing as marketing activities of companies that donate a specified amount to a designated cause when consumers participate in companies' revenue-providing exchange activities. In contrast to cause marketing, cause-related marketing can create both social and economic value simultaneously. Cause marketing refers to marketing activities that aim to improve the effects of publicity rather than making money. For cause marketing, social value is more important than economic value (Philip & Nancy, 2005).
One of the earliest and most famous practices of cause-related marketing in China was Nongfu Spring's 1 Fen Campaign in 2001. Nonfu Spring, a manufacturer of drinking water, used its campaign to raise money for a Beijing Olympic bid. Nongfu Spring donated one fen (0.01 yuan) to the bid every time a customer bought a bottle of water. Thanks to the enthusiasm of the Chinese people for the Olympics, 1 Fen campaign received a warm welcome, and it helped Nongfu Spring become the largest company in the drinking water market in China (Feiyun & Bing, 2015).
Chinese research on cause-related marketing dates back to 2002. Based on the research of Varadarajan and Menon, Lu and Li originated the concept of causerelated marketing in China and defined it as marketing activities that combine product distribution with public welfare. Subsequently, Gao emphasized the importance of cause-related marketing for China.
In 2012, China issued the Charity Law, and public welfare began to develop prosperously. In 2015, during the Twelfth National People's Congress, Premier Keqiang Li proposed the "Internet plus" strategy, suggesting that all industries in China could actively integrate Internet technology. During the 2016 China's Charitable Conference, the chairman Yong-guang Xu stressed that Chinese public welfare establishments should flexibly make use of Internet technology. By June 2019, the number of Chinese netizens increased to 0.58 billion and the Internet penetration rate increased to 61.2％, with netizens ages 10 to 39 occupying 65%. According to Nielsen's investigation of Chinese young people in 2017, 88.9% of Chinese people aging from 18 to 20 pay attention to public welfare. Young people in their twenties and thirties are becoming new consumers in the Chinese public welfare industry. When participating in public welfare activities, these young consumers not only require the activities to efficiently solve social problems; they also demand convenience, entertainment, and other benefits.
Under this background, in 2016, Alipay, a mobile payment software, sponsored a marketing campaign named Ant Forest to add greenery to desert areas. Ant Forest users were encouraged to record their low-carbon footprint through daily actions like taking public transportation, shopping online and reading online. For each action, users received "green energy" points, and when they accumulated a certain number of points, an actual tree was planted their own name, sponsored by Alipay. Users could choose to protect a certain size of conservation land on the Ant Forest platform and could view images of their trees in real-time via satellite (Yi and Xuemei, 2018). This campaign successfully increased the number of users and user viscosity for Alipay. The company received a 2019 Champions of the Earth award, the UN's highest environmental honor.
The campaign was a great success and brought new attention to cause-related marketing in China. Ant Forest, which used Internet technology, further developed cause-related marketing, and efficiently enhanced consumers' initiative, successfully attracted young consumers. At the same time, Ant Forest made waves in academic circles. Hu and Zhang analysed the gamified publicity strategies of Ant Forest and advised companies to actively apply Internet technology to innovate new marketing methods. Hu explained that the new type of public welfare activity, using instantaneity and entertainment like Ant Forest, could efficiently prompt young people to engage in environmental protection. Zhu discovered that the perceived usability, serviceability and reliability of Ant Forest were key factors that actively influenced consumers' participation willingness.
After the success of Ant Forest, the popularity of online cause-related marketing increased, resulting in campaigns such as WeChat's Donating Steps and Tencent News' Donating Reading Time. As consumers gain more choices, companies are also faced with more fierce competition, so it is necessary for companies to have a good understanding of consumers' preferred types of cause-related marketing. This research proposes that benefits perceived by consumers in Internet cause-related marketing are consumers' dominant motives, and investigates how these benefits influence consumer attitudes and participation in cause-related marketing.

Perceived Benefits
Benefits refer to things that consumers get from products or services. When consumers consume products or services, the products and services are endowed with a series of attributes with individual meaning that produce some subjective requirements or expectations (Keller & Kevin, 1993). Benefits that consumers expect to receive are those that create value for them through consuming products or services, and will vary because of different individual values and consumption modes (Peter et.al, 1987).
There are multiple dimensions of perceived benefits. Park, Jaworski and MacInnis (Park et.al, 1986) divided perceived benefits into three dimensions: functional, experiential and symbolic benefits. Sheth, Newman and Gross divided product benefits into functional, emotional, social, conditional, and epistemic benefits, proposing five consumption values that influence consumers' choice behaviors. Based on Sheth, Newman and Gross' study, Lai added three benefits: aesthetic, hedonic and holistic benefits. The current research, based on the three dimensions proposed by Park, Jaworski and MacInnis, investigates the relationship between perceived benefits and consumer attitudes based on functional, experiential and symbolic benefits.
Functional benefits are defined as the benefits that help consumers solve or avoid problems. The most essential benefits are those that consumers can get from products or services (Keller & Kevin, 1993). In the research of Yoo, Divita and Kim, functional benefits referred to the benefits that make consumers pursue the highest value with lowest cost. Experiential benefits include sensory satisfaction and epistemic satisfaction (Park et.al, 1986). Sensory satisfaction refers to the ability of products to change consumers' emotions by providing a sense of interest, happiness and excitement, while epistemic satisfaction refers to the ability of products to satisfy consumers' curiosity and thirst for knowledge through providing variety and novelty (Do-seong et.al, 2013).
Symbolic benefits refer to benefits that satisfy consumers' internal motivation to improve themselves, promote their social status, or bring themselves into a group they want to join (Keller & Kevin, 1993). As social individuals, people may face demands in order to be accepted by a certain group. Therefore, symbolic benefits refer to the abilities that products or services are equipped with that help consumers to be affirmed by important people in order to improve their status in a group (Park et.al, 1986).

Privacy Concerns
The concept of privacy concerns was first used in The Right to Privacy written by L. Brandeis and S. Warren, it is defined as the right that personal space is not disturbed. Schoeman defined privacy as the control of individuals over the degree of their personal information and private life available to others.
For years, companies have worked to improve their products and services by collecting customer information. However, because the development of Internet reduces the cost to collect, store, use, and spread personal information, individual privacy is faced with new challenges. In other words, the personal information of consumers may be collected, shared and spread without consumers' awareness. Consumers' increasingly weakened control over their personal information is regarded as one of the risks of the Internet, and consumers' privacy concerns have aroused wide attention in the network environment (Caudill, 2000).
According to an investigation in 2018, 85% of Chinese netizens said they were more alert to individual privacy than before. 92 ％ of respondents realized the importance that companies return the right to control consumers' personal information to consumers themselves, and 40% thought that consumers' right to control their own personal information was extremely important. However, although a great number of consumers shared worries about privacy, 62% of respondents were willing to sell or provide their geographic position (53%), browsing history (50%) and other information to companies. Therefore, it can be concluded that different degrees of consumers concerns about privacy will influence their attitudes towards online cause-related marketing.

Hypotheses and Research Model
Functional benefits refer to the convenience and effectiveness that consumers perceive when they participate in online cause-related marketing activities. Realtime Internet allows consumers to participate in activities anytime, anywhere. At the same time, various presentation modes improve the reliability of information and improve the perceived effectiveness of online cause-related marketing (Jietang and Sujie, 2018). According to existing research, it is much easier for convenient services to be used by consumers, making it easier to improve consumer satisfaction (Jietang and Sujie, 2018). Meanwhile, convenience and effectiveness perceived on the Internet can have positive effects on consumers' perceived value and consumption intentions (Jietang and Sujie, 2018). This study hypothesized: H1: Perceived functional benefits of online cause-related marketing will have a positive influence on consumers' attitudes towards Internet cause-related marketing.
Experiential benefits refer to sensory and epistemic satisfactions that consumers perceive when they participate in online cause-related marketing activities (Park et.al, 1986). Consumers can gain a sense of achievement, interest and happiness through finishing various kinds of tasks. Abundant information allows consumers to gain knowledge about public welfare programs more easily, which satisfies their curiosities and helps them achieve epistemic satisfaction. According to existing research, sensory satisfaction and epistemic satisfaction are regarded as important factors that influence consumers' decisions, as they promote consumers to have good attitudes by arousing positive emotions (Park et.al, 1986). Therefore, this study hypothesized: H2: Perceived experiential benefits of online cause-related marketing will positively influence consumers' attitudes towards Internet cause-related marketing.
Symbolic benefits refer to benefits that can satisfy consumers' needs to express themselves and to be appreciated. In participating in online cause-related marketing, consumers can share their socially responsible activities on social networking services (SNS) in order to receive positive assessments from others. The existing research shows that although symbolic benefits are not a fundamental requirement of consumers, they are still of great significance and are an important impetus that drives consumers to make decisions (Park et.al, 1986). Research on green consumption and ethical fashion has demonstrated that efficiently receiving admiration from others can positively influence consumers' attitudes ( (Yoo et.al, 2013); Moon et.al, 2013). Therefore, this study hypothesized: H3: Perceived symbolic benefits of online cause-related marketing will positively influence consumers' attitudes towards Internet cause-related marketing.
Consumer attitudes refers to consumers' subjective assessments about online cause-related marketing. Concretely, attitudes are an estimate of whether a consumer likes or dislikes the object that is being evaluated, including their general opinions and internal emotions (Engel et.al, 2001). Participation intentions refer to consumers' intentions to continuously participate in online cause-related marketing activities and recommend them to others. Participation refers to the degree of consumers' involvement in the actual participation process, including invested time and energy. Research in the field of consumer behaviours has demonstrated that attitudes are closely related to purchasing intentions, purchasing behaviours and recommendation intentions (Boulding et.al, 1993). Therefore, this research hypothesized that the more positive attitudes consumers had, the stronger willingness and deeper participation they would have.

H4:
Consumers' friendly attitudes towards online cause-related marketing will have a positive influence on their participation and participation intentions in online cause-related marketing.
Privacy concerns refer to consumers' worries about disclosure of their personal information and private life (Brandeis et.al, 1890). When consumers participate in online cause-related marketing, they must agree to the company collecting their personal information, so there is risk of personal information disclosure (Caudill, 2000). Meanwhile, during participation, SNS uploading tasks or teamwork tasks may also bring the risk of private life disclosure. When people perceive privacy risks of products or services, they may have negative emotions and reduced acceptability of the products (Mingchi, 2009). Therefore, this research proposed that the positive influence of perceived benefits on attitudes would be reduced due to privacy concerns. H5: Consumers' privacy concerns will have a negative moderating influence on the relationship between perceived benefits of online cause-related marketing and consumers' attitudes.
H5-1: Consumers' privacy concerns will reduce the positive influence of perceived functional benefits on consumers' attitudes.

H5-2:
Consumers' privacy concerns will reduce the positive influence of perceived experiential benefits on consumers' attitudes.

H5-3:
Consumers' privacy concerns will reduce the positive influence of perceived symbolic benefits on consumers' attitudes.
According to above hypotheses, we developed the research framework as shown in Figure 1.

Participants and Procedures
The data was collected via an online questionnaire survey system in China, Wenjuanxing (wjx.cn). It took 3 weeks to collect 535 questionnaires. After removing 18 questionnaires determined to be invalid because the respondent provided the same answer to every question, 517 questionnaires were used for analysis.
The sample included 234 males (45.26%) and 283 females (54.74%). 51.84% of the participants ranged from 18 to 30 years of age, and 37.91% ranged from 31-50 years old. Most participants lived in North (43.8％) and Southwest China (32.3％), and had at least a bachelor's degree (78.72%). 30.03% were students or job seekers, 39.93% were company employees with ordinary monthly income (less than 9000yuan), and others were retirees or housewives (30.04%) [ Table I]. The primary online cause-related marketing activity that respondents had taken part in or had heard about was Alipay's Ant Forest, and the second most common was Wechat's Donating Steps.

Measures and data analysis
In this study, we investigated consumers who had participated in and had not participated in online cause-related marketing activities. The questionnaire included introduction of research, informed consent and questions to measure perceived benefits, privacy concerns, consumer attitudes, and consumer participation. Demographic items collected were related to gender, age, monthly income, geographic location, and education level. The questionnaire also included questions about interviewee's participation in other pro-social activities apart from online cause-related marketing: Have you taken part in a charity sale or volunteer activities? How much money/time have you spent on charity sales/volunteer activities at most?
Perceived benefits (functional, experiential, symbolic) were measured by 18 items that were adopted from Zhu and Zhang's scale and Park, Jaworski and Innis Mac's scale. For example, "It is easy/convenient/enjoyable/ to participate in." Privacy concern was measured by 6 items adopted from Fortes and Rita's scale. The sample is "I'm afraid my personal information will be used leaked/ my personal space will be encroached." Consumer attitudes were measured by 4 items adopted from Lee's scale, and the example is "Totally, I think this activity is good." Consumer participation was measured by 8 items adopted from Zhu's scale and questions about participation were divided into two parts: participation intention for people who had no experience with online cause-related marketing, like "I want to take part in this activity.", and participation behavior for people who had previously participated in online cause-related marketing like "I have participated in it by 1-3 times a week." (Jietang and Sujie, 2018). All of the items were measured using a seven-point Likert scale with anchors of (1) strongly disagree and (7) strongly agree.
We used multistage process to assess construct validity. We first performed an exploratory factor analysis (EFA). Then, we conducted confirmatory factor analysis (CFA) to test the unidimensionality and convergent validity of the constructs. We assessed the reliability of the constructs by Cronbach's coefficient alpha. The hypotheses were tested by structural equation modeling (SEM) analysis and the moderating effects of privacy concerns were tested by hierarchical regression analysis.

Reliability and Validity Test
In the reliability assessment, all the scales showed good reliabilities, with high alpha coefficients exceeding 0.7 (α > 0.7) [ Table 2]. We conducted a principal component analysis (PCA) and varimax rotation for EFA. After removing 3 items from experiential benefits, 2 items from privacy concerns and 2 items from participation, all the indicators responded to the constructs that they were purported to measure.
The moderating effects of privacy concerns were examined by hierarchical regression analysis. In step 1, the independent variables were put into model 1. In step 2, the moderator variable was put into model 2. And in step 2, the product of independent variables and moderating variable were put into model 3. After mean centering process, the value of VIF showed that there was no multi-collinearity in the dataset (VIF <10) (Jijun, 2008). In the experienced group, privacy concerns had a significant negative moderating effect on the impact of functional benefits on attitudes. However, contrary to H5-3, a significant positive moderating effect on the impact of symbolic benefits on attitudes was found. In other words, privacy concerns weakened the impact of perceived functional benefits, but strengthened the impact of perceived symbolic benefits on consumer attitudes [ Table 5].

Reliability and Validity Test
In the reliability assessment, all the scales showed good reliabilities, with high alpha coefficients exceeding 0.7 (α > 0.7) [ Table 6]. We conducted a principal component analysis (PCA) and varimax rotation for EFA. After removing 3 items from experiential benefits, 1 item from privacy concerns and 1 item from participation intention, all the indicators responded to the constructs that they were purported to measure. [ Table 6]. CFA results indicated satisfactory model fit indices, and C.R. and AVE estimates that exceeded applicable level (C.R.>0.7, AVE>0.5) [ Table 7].

Hypotheses Test
In the inexperienced group, where respondents had not participated in online causerelated marketing activities previously, the results of hypothesis test are as below.
Only perceived experiential benefits and symbolic benefits had a positive influence on consumers' attitudes and participation intention, reaching statistical significance. Hypothesis 1 was not supported, and hypotheses 2, 3 and 4 were supported [ Table  8]. Perceived experiential benefits were found to be the most influential. The goodness-of-fit indices of the model were also acceptable (RMSEA < 0.9, TLI, CFI, NFI, IFI > 0.9, CMIN/DF < 3) [ Table 8] (Jijun, 2008). The moderating effects of privacy concerns were examined by hierarchical regression analysis. In step 1, the independent variables were put into model 1. In step 2, the moderating variable was put into model 2. And in step 3, the product of independent variables and moderator variable were put into model 3. After mean centering process, the value of VIF showed that there is no multi-collinearity in the dataset (VIF <10) (Jijun, 2008). In the group of inexperienced respondents, no obvious moderating effect on functional and experiential benefits was identified and the influence on symbolic benefits shows statistically significant potentiation, which was different from the hypothesized result [Table 9].

Additional Analysis
The perceptions of online cause-related marketing activities between two groups were compared using a t-test. Results showed that respondents who had participated in online cause-related marketing activities had higher perceived benefits and more positive attitudes about these activities than respondents who had not participated in this kind of activity (p < .05). The study also compared respondents' involvement in other pro-social activities between two groups using a chi-square test. The results revealed that compared with people who never participated in online cause-related marketing activities, the people who had participated donated less money in other donation activities (t = 73.75, p < .001) and spent less time in actual volunteer activities (t = 30.05, p < .001). Additionally, the people who had participated in online cause-related marketing activities preferred to spend more time on the Internet everyday (t = 46.57, p < .001).
One possible conclusion may be that people who want to do something "kind" but are reluctant to spend too much on charitable activities prefer the online causerelated marketing activities, which can save them time and money. Or involvement in the online cause-related marketing activities may limit their additional donations.

Discussion
To gain a deeper understanding of consumers' participation in online cause-related marketing, this study examined the influence of perceived benefits and privacy concerns on consumer attitudes, participation and participation intentions.
Regarding the influence of perceived benefits on consumers' attitudes and consumer participation, we discovered that for people who had participated in online cause-related marketing activities, the higher functional, experiential and symbolic benefits they can perceive, the more positive their attitudes were and the higher degree of participation they reported. However, for people without experience, only the higher experiential and symbolic benefits they perceived led to more positive attitudes and higher intention to participate.
Regarding the moderating effect of privacy concerns, for experienced individuals, privacy concerns weakened the influence of functional benefits on consumer attitudes, and increased the influence of symbolic benefits on attitudes. For inexperienced people, privacy concerns enhanced the influence of symbolic benefits. As for why the influence of functional benefits on attitudes was weakened by privacy concerns, a reasonable inference is that functional benefits are related to convenience or effectiveness. Therefore, if consumers perceive the privacy risk taken by personal information disclosure, the perceived participation cost of online cause-related marketing will be higher and the effect of functional benefits is reduced (Jeong-Ju et.al, 2013).
There are a few possible reasons why the influence of symbolic benefits on attitudes was strengthened by privacy concerns. Symbolic benefits refer to benefits that consumers receive by sharing themselves and being approved by others (Park et.al, 1986). Privacy concerns refer to consumers' concerns caused by excessive disclosure of their personal information (Brandeis et.al, 1890). Therefore, when consumers learn that they will probably be seen by others when participating in online cause-related marketing, their perceived symbolic benefits and privacy concerns will both increase. Hence, it is much easier for consumers with higher privacy concerns to perceive symbolic benefits, and their attitudes towards online cause-related marketing will be influenced more.
This study did not find that privacy concerns had a moderating effect on experiential benefits. Meanwhile, compared with other benefits, experiential benefits had the most direct influence on attitudes. Therefore, it is possible that the effect of experiential benefits is so strong that it is difficult for this variable to be influenced by other factors.
This study contributes to the field in multiple ways. First, it elucidates consumers' motivations when participating in cause-related marketing activities from the perspective of perceived benefits. Although perceived benefits are always important criteria for consumers when choosing products, few researchers have studied the perceived benefits of cause-related marketing. This research, based on theories of Park, Jaworski and Innis Mac's study of perceived benefits, identified three perceived benefits of online cause-related marketing and tested how these perceived benefits influenced consumers' attitudes and participation.
Furthermore, the research investigated the influence of privacy concerns, a factor not previously mentioned in relation to cause-related marketing. Many companies are attempting to provide individual customized services for consumers, and they must consider whether consumers are willing to accept these kinds of services. This research is meaningful as it illustrates the role of consumers' privacy concerns in cause-related marketing.
Finally, this research discovered the reinforcing effect of privacy concerns on symbolic benefits. It provided a deep and novel understanding of consumers' mentality, motivations, and behaviors related to online cause-related marketing.
Some practical suggestions follow from these findings. First, in order to efficiently promote consumer participation, companies should actively provide functional benefits, experiential benefits and symbolic benefits for consumers, particularly experiential benefits. Experiential benefits can influence consumers' attitudes towards cause-related marketing more efficiently than functional or symbolic benefits. In recent years, young consumers have become increasingly interested in public welfare activities, so it is necessary to make use of the Internet's instantaneity, flexibility and diversity to develop interesting and creative activity forms that attract more young consumers.
Additionally, when collecting the personal information of consumers, companies should actively manage the problem of information disclosure. In particular, this research demonstrated that when consumers perceive symbolic benefits of activities, their concerns about privacy also increase simultaneously. Therefore, when developing social functions, apart from providing symbolic benefits for consumers, companies should also pay more attention to avoiding arousing consumers' privacy concerns. For example, companies could formulate more detailed and concrete terms to use personal information so as to increase consumers' trust and decrease their concerns. Companies could also consider allowing consumers to decide whether to share their activity with others.
This study does have a few limitations. Firstly, this study used only Chinese samples, so there are some shortcomings in the generalizability of the results. Future studies may investigate these effects in other cultural regions. Secondly, further research examining privacy concerns' moderating effect is still needed.


CONSUMER EMPOWERMENT ON ONLINE PURCHASING

This research investigates the influence of social, demographic, and economic characteristics toward consumer empowerment on online purchasing in Asia, using a cross-sectional study through an online survey of 100 samples who experienced online purchasing. Multiple linear regression is performed for data analysis. The result showed that early adult males with high education, Javanese ethnic, lived in an urban area and were an employee with more than one million incomes per month was the most empowered group. Regression analyses result reveals that gender, ethnic, and income significantly negatively influenced consumer empowerment. Meanwhile, a male with non-Sundanese ethnic and low income would increase the consumer empowerment index.

INTRODUCTION
Economic development in this era of globalization is increasingly complex . Consumers are faced with many choices of goods and services; this creates a fast decision-making process, without thinking wisely and no consideration of the overall existing information and alternatives. One of economic development in the era of globalization is the internet. The Internet is one of the technological developments to respond to the challenges in the global era (HADI, 2013). Currently, the internet has become a part of the new lifestyle among Indonesian. According to a survey conducted by the Association of Indonesian Internet Service Providers (2015), there were 88.1 million Indonesians that access the internet from a total population of 252.4 million people.
The internet has become a standard tool used in the process of selling and purchasing activities. One of the activities in e-commerce is online purchasing (MUJIYANA;ELISSA, 2013;SHU;BAYARSAIKHAN, 2012). Online purchasing provides convenience to a wide range of products and services. A clear legal law does not match the growth of the internet as a place of sale and purchase transactions. Law No. 11 of 2008 on Information and Electronic Transactions, chapter VII concerning the prohibited act of article 28 paragraph 1 only mentions "Every person intentionally, and without the right to disseminate false and misleading news resulting in consumer losses in electronic transactions" specifically regulates criminal fraud acts in online buying and selling transactions. Consumers today are more susceptible to be trapped in fraud, thus empowering the consumer is crucial to do.
Research on consumer empowerment, specifically consumer empowerment on online purchasing, is still limited.  studied consumer empowerment and found that demographic characteristics significantly influenced consumer empowerment. In addition, Simanjuntak et al. (2013) also concluded that the socio-economic characteristics have a direct http://www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236 and indirect influence on consumer empowerment. Based on the problems mentioned above, this study identify consumer empowerment, and iit is dimensions, as well as analyzes the influence of social, demographic, and economic characteristics toward consumer empowerment on online purchasing.

Online Purchasing
Online purchasing is a process of consumers directly purchasing goods, services, and more from a seller interactively and straight through an internet intermediary medium (MUJIYANA;ELISSA, 2013). According to Saragih and Ramdhany (2012), online purchasing is a form of electronic commerce where sellers and prospective buyers meet through the internet as the media. Similarly, Katawetawaraks and Cheng (2011) explained that online purchasing is a product purchasing activity (either goods or services) through internet media.
Through online purchasing, consumers could see the goods and services through online trading sites, web, or social networks promoted by sellers (WIDIANTO; PRASILOWATI, 2015). Online purchasing activities are a form of sales and purchases that do not require faceto-face experience in the process but can be done separately from and to the world through laptops, computers, or smartphones connected to Internet access services (JUSOH; LING, 2012).

Relationship of Social Characteristics and Consumer Empowerment
Based on Simanjuntak and Yuliati's research (2015), shows that higher levels of income and education will make consumers more skilled, broad knowledge of consumer protection laws and consumer protection organizations, active on seeking for information before making a purchase, and more empowered. Gholipour's (2010) study showed that education and employment affect women's empowerment.
Based on the analysis of previous research on social characteristics and consumer empowerment conducted by Simanjuntak and Yuliati (2015), and Gholipour (2010), the hypothesis can be formulated as: H1a: Education has a significant effect on consumer empowerment H1b: Employment has a significant effect on consumer empowerment http://www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236 Nardo et al. (2011) concluded that consumers who use the official language in communication are more empowered than consumers who use the local language. Age plays an inverse role in empowerment; the younger generation is more skilled, conscious, and engaged than the older generation. Aged consumers increasingly need to be empowered. Older age consumer often has problems on tackle the task that used a working memory, thus making it hard to process small amounts of information in activities such as problem-solving or thinking (YOON et al., 2009). The research result of Midha (2012) showed that empowerment has a stronger positive effect on trust for men than for women. Mubarokah (2015) concluded that consumer empowerment in urban and rural areas was still low, and there was a significant difference between the two regions. Besides that, the results of Simanjuntak and Yuliati's (2016) study showed that female living in urban areas, earning over 10 million per month, and graduated from college are more empowered than others.

Relationship of Demographic Characteristics and Consumer Empowerement
Based on an analysis of previous research on demographic characteristics and consumer empowerment conducted by Nardo et al. (2011);Yoon et al. (2009);Midha (2012); ; Mubarokah (2015); and Simanjuntak and Yuliati (2016) it can be formulated the hypothesis: H2a : Age has a significant effect on consumer empowerment H2b : Gender has a significant effect on consumer empowerment H2c : The ethnicity has a significant effect on consumer empowerment H2d : The geographical location has a significant effect on consumer empowerment Nardo et al., (2011) mentioned that in Finland, England, Ireland, Norway, and Denmark, revenues had an inverse relationship with empowerment. In contrast, countries such as Brazil, Germany, Poland, Portugal, and Romania which have income deficiencies are less empowered than respondents who have above-average earnings. Research conducted by Yuliati and Anzola (2009) stated that income was significantly related to consumer empowerment. Consumers with higher incomes tended to complain than those with lower incomes. http://www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236 Based on an analysis of previous research on economic characteristics and consumer empowerment conducted by Nardo et al. (2011), andAzola (2009), it can be formulated hypothesis as follows :

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H3: Income has a significant effect on consumer empowerment

Data
This research used a cross-sectional study design. The online survey method through google survey site form was applied in this research. The sample used in this study is the person who experienced purchasing online and made online purchases at least three times, with age between 18 to 60 years, and has decided consumption independently. An experienced online consumer is defined as the person who owns or makes at least one online purchase in the last three months (MIDHA, 2012).
Convenience sampling was used to determine the respondents, due to the unknown population number, the random manner could not be implemented, and respondent supposes to meet requirements set before the data collection get started. One hundred respondents were selected from 236 people who filled in the online questionnaire. The unselected ones were caused by the repetition of filling out the inquiry and did not meet the requirements.
The survey was distributed online, google forms link were shared to the candidate of respondent through group and broadcast messages to relatives, and friends on social networks (line, WhatsApp, and BBM), social networking homepage (Facebook, Instagram, twitter, line), and ask them directly as well to spread the link of survey. Next, the candidates who are willing and meet the criteria will fill the research questionnaire.

Variables
The variables of research covered social characteristics (length of education and occupation), demographic characteristics (age, gender, ethnicity, and geographical location), economic characteristics (income), and consumer empowerment. Consumer Empowerment measured using the modified instrument from . The Consumer Empowerment Index (CEI) covers three purchasing stages, namely pre-purchase (information seeking and the knowledge on consumer protection laws and organizations), at-purchase (selection of good, preference of local product, and buying behavior), and post-purchase (tendency to talk and complaint behavior). http://www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236 The dimensions of pre-purchase stages are information seeking with nine indicators (never=0; sometimes=1; often=2; always=3), the example of question is when you intend to buy products or services in an online store, how often do you do information search about the identity and legality of online store business people. The knowledge on consumer protection laws and organizations with five indicators (know=1; do not know=0), example of question is how you understand the laws and consumer protection institutions. The dimensions of atpurchase stage are the selection of good (true=1; false=0), example of question is in one of the online buying and selling sites; sellers A and B sell mobile phones with the same specifications, which seller sells at a lower price?.

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Next, the preference of local products with 16 indicators (local brand=1; foreign brand=0), example of question is when going to buy goods at relatively the same price, which production is preferred: overseas brands (Lazada, Amazon) or local brand (Bukalapak, Tokopedia). The buying behavior with 15 indicators (never=0; sometimes=1; often=2; always=3), example of question is when buying online products, how often do you ask about the availability of the product you bought to the seller?
When in doubt about making an online purchase, how often do you contact the seller before making a purchase transaction? The dimensions of the post-purchase stage ,are the tendency to talk with two indicators (never=0; sometimes=1; often=2; always=3), example of question is how often do you share a bad experience with your family when you were disadvantaged when making an online purchase? The complaint behavior with ten indicators (never=0; sometimes=1; often=2; always=3), example of question is how often do you complain when you were not satisfied with the identity and legality of online store business people.
The reliability value of Consumer Empowerment instruments on online purchases ranged from 0.467 to 0.883.
After getting a score, each indicator then summed-up into a composite score for each dimension. It transformed into the index by using this formula: Actual Score: composite score achieved by the respondent Minimum Score: the lowest score supposed to be achieved by the respondent Minimum Score: the highest score supposed to be achieved by the respondent http://www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236 To obtain the index of consumer empowerment, each index of dimensions are weighted and then summed up. The consideration taken in weighting dimensions is that knowledge is judged to be lower than skill and behavior, and complaint behavior is judged to be the highest because complaint effort is the highest consumer protection that consumers can enact. The weight consisted of 20 percent for information seeking, 10 percent for knowledge on consumer protection laws and organizations, 5 percent for selection of goods, 5 percent for the preference of local product, 15 percent for purchasing behavior, 5 percent for talk tendency and 40 percent for complaint behavior.

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Consumers empowerment index in this study are categorized into five groups: (1) conscious (index ranged from 0 to 20), which is to recognize the fundamental rights, and obligations as consumers; (2) understand (index ranged from 20.1 to 40), namely to understand the rights and responsibilities of consumers to protect themselves; (3) capable (index ranged from 40.1 to 60), i.e., able to use the rights and responsibilities of consumers to determine the best option including using domestic products for themselves and their environment; (4) critical (index ranged from 60.1 to 80), which is to play an active role in fighting for rights and carrying out its obligations and prioritizing domestic products; and (5) empowered (index ranged from 80.1 to 100), which has a high nationalism in interacting with the market and fighting for the interests of consumers.
Data analysis used was descriptive and inferential analysis. The descriptive analysis used includes average, standard deviation, minimum value, and maximum value. The inferential analysis used is a different test and multiple linear regression tests. Different test independent sample t-test is used to see differences in social, demographic and economic characteristics and consumer empowerment index and dimensions. Multiple linear regression test is used to analyze the influence of social, demographic and economic characteristics on the empowerment of consumers on online purchases. The multiple linear regression test is formulated as follows:

Profile of Respondents
This study divides the profile of respondents into three groups: social, demographic, and economic characteristics. Social characteristics consist of the length of education and occupation. Demographic consists of age, gender, ethnicity, and geographic location.
Economic characteristics comprise of income. The results show that seven out of ten respondents graduated from high school. The average length of the respondent's education was 13.2 years or equivalent to high school graduation. This means that the level of education of respondents was good enough. The results also show that the most abundant (72.0%) portion of respondents was not employed (Table 1).

Experience in Online Purchasing
Respondents conducted at least one online purchase within six months and 30 purchases at most in six months. The average frequency of respondents' online purchasing was 5.34 times in six months. The majority (68.0%) of online purchasing in the last six months is in the range less than or equal to five times in six months. The frequency of online purchases is mostly made by males is 5.5 times per six months, while female's frequency isless, 5.1 times per six months. The average online purchasing of respondents was Rp748 990 in six months. This amount was quite different from the average expenses through conventional modern retail per shopping that dominated by Rp100 000 to Rp500 000 (SIMANJUNTAK et al., 2019). The highest expenditure on online purchases within six months areRp5 000 000 and the lowest expenditure in six months Rp100 000. A total of 26 out of 100 respondents spent more than or equal to Rp1 000 000 within six months on online purchases.
About eighty percent of respondents made online purchases through online stores, 70.0 percent through social networks, and the rest made online purchases through online buying and

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http: //www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236 selling forums. A total of eight out of ten respondents purchased fashion products such as watches, shoes, pants, shirts, jewelry, and jackets. This finding in line with Simanjuntak and Musyifah's (2016) research. Bags and suitcases (34.0%) became the most often products purchased by respondents. Beauty products such as cosmetics, makeup, and body care equipment ranked third as products that were commonly purchased online (29.0%).
Twelve percents of respondents never get information about how to be a smart consumer in making online purchases from brochures/leaflets. More than half (56.0%) of the respondents received little online purchase information from brochures/leaflets, while the other 41.0 percent of respondents got online purchase information from brochures/leaflets. Furthermore, about 65.0 percent of respondents obtained information on online purchases from the internet/social media. A quarter of respondents received online purchase information from two to three information sources. About 24.0 percent of respondents received online purchase information from six information sources. Only three percent of respondents never get information from various sources of information.

Inner model evaluation
Consumer empowerment in the pre-purchase stage of online purchase consists of two dimensions, namely information seeking and knowledge of consumer protection laws and organizations. Here is an explanation of both dimensions.

Information Seeking
The activity of seeking information from the respondent before making an online purchase. The results revealed that only 6 out of 100 respondents never seek information on the return policy of goods. A total of 22.0 percent of respondents sometimes seek information on internal policies and damage/insurance coverage. Furthermore, 7 out of 10 respondents were always looking for information about the payment method. The average index of information seeking dimension is 77.00.  http://www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236 Consumer Protection Act. The average index of knowledge dimension of consumer law and consumer protection organizations is 69.0.

Consumer Empowerment At-Purchasing Stage
Consumer Empowerment during the purchase stage of the online purchase consists of three dimensions of goods selection, preference of local product, and online purchasing behavior. Below is the result for Consumer Empowerment during the purchase stage:

Local product
This dimension measures the tendency of respondents to buy domestic products online.
The result indicates that a majority (91.0%) of respondents tend to like sports products and goods for hobbies such as bicycles, toys, hobbies, and collection of domestic production.
Domestic products favored by respondents are household appliances such as hygiene, furniture, decoration, and animal care (83.0%). More than half (56.0%) of respondents tend to buy foreign fashion products such as watches, shoes, pants, shirts, jewelry, and jackets. The average index for preference of local product dimension is 64.40.

Purchasing behavior
A total of 24.0 percent of respondents never asked for a guarantee of genuine purchased products to the seller, and 7 out of 10 respondents always pay attention to product details before deciding to buy. The average index of the purchasing behavior dimension is 73.5.

Goods selection
All respondents have a good understanding of how to choose goods/services on the purchase of online discounts, single discount, flat rate, postage, and discount type. Respondents in this study were best at understanding the single discount (93.0%). The majority of respondents (91.0%) have a good understanding of flat interest. Seven out of ten respondents had a reasonably good understanding of a double discount, postage rates, and discount types.
The average index of goods selection dimension is 81.40.

Consumer Empowerment post-purchasing stage
Consumer Empowerment of post-online purchasing consists of two dimensions: the tendency to talk and complain behavior. Here are the results of consumer empowerment research after purchasing. http://www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236

Tendency to talk
The tendency to talk is dimension measures how often respondents remind others to be meticulous before purchasing and how often respondents tell a bad or good experience after purchasing a product. More than half (59.0%) of respondents never showed disappointment and invited families to boycott. A total of 49.0 percent often recommend to friends. Another 47.0 percent always tells a good experience to a friend. The average respondent mostly tells good experience to a friend. The average index of the tendency to talk dimension is 50.90.

Complaint behavior
This dimension measures the complaint behavior when consumers found a loss or dissatisfaction with an online purchase. The average index of complaint behavior dimension is 73.50. The most widely claimed was shipping expedition service (28.0%). Return policy (23.0%) and money guarantee (23.0%) also had a large percentage of shipping expedition services. This study in line with Simanjuntak (2019) that the causes of online shop complain was late delivery, wrong size, wrong color, and when the product is not in accordance with the promised conditions. They often tell close friends and family members, when they disappointed. This is in line with Simanjuntak and Hamimi (2019) that consumers with positive when complaining will tell others.

Consumer Empowerment Index (CEI)
The average consumer empowerment index only achieved at 49.7. Based on the category of consumer empowerment index, respondents only achieve capable category (consumer able to use the rights and obligations of consumers to determine the best option, including using local products for themselves and their environment). More than half (69.0%) of the respondents included in the capable category ( Figure 1).

Figure 1: Category of Consumer Empowerment index on online shopping
http: //www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236 The result also shows that the Consumer Empowerment Index (CEI) on online purchasing is 49.7. This index is lower than Simanjuntak (2015), who study the consumer empowerment index without specific products; the result showed that the consumer empowerment index still reached 53.84, means that consumers still relatively less empowered.
Based on the dimensions, the selection of goods has the highest index compared to other dimensions. This means that respondents in doing online purchasing had a reasonable selection of goods. Meanwhile, the dimension with the lowest index was complaint behavior. This was because respondents were rarely complaining when they felt unsatisfied towards the business. Consumer empowerment is a positive subjective state generated by a comparison of a consumer's ability relative to an existing or previous ability. Consumer empowerment is a multifaceted concept that includes skills, competencies, and rights, as well as the ability of consumers to collect and use information and market capabilities to provide legal and practical protection (NARDO et al., 2011).
The index of consumer empowerment on online purchases in this study is in the category of able (49.7). When compared with previous consumer empowerment study conducted by Simanjuntak and Yuliati (2014), the index of consumer empowerment in the field of food is in the category of understanding (26.57). This means that the consumer empowerment in the field of food is lower than the index of consumer empowerment on online purchases.
The general model of consumer empowerment developed by Shibly (2009), based on three different views interrelated of power and empowerment suggests that four key factors are explaining the complex concept of consumer empowerment. Factors that explain complex concepts of consumer empowerment include: (1) ability to customize and personalize products http://www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236 / services; (2) ability to adjust pre and post-purchase price of product / service; (3) extensive information and ease of communication relevant to the purchase decision; and (4) the level of law and trust in the purchasing environment.

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Product customization and personalization is a bid for consumers of the various components of products and services that can be selected to satisfy a particular need and desire as Samudro et al., (2019) research that perceived quality influence significantly on satisfaction.
The results showed that the purchasing behavior dimension has an average index of 73.50, and on average, respondents often pay attention to product details before buying through online purchases. Research shows that preference of local product has an index of 64.40, and index of consumer's empowerment on online purchase is in the category capable (49.7), which can use rights and obligations of the consumer to determine the best choice, including using the local product for self and its environment. This shows that consumers have made adjustments and personalized products on online purchases. Shibly (2009) stated that the ability to adjust pre and post-purchase prices of products is a factor that explains the concept of consumer empowerment to provide power to consumers against dynamic prices that can change at times, this means to compare prices, read pre and post-purchase requirements and look for discounts/pieces at the best price. Research shows that the dimension of goods selection is the highest average index (81.40) compared with the other seven dimensions. Overall consumers have a good hold on the goods selection indicators on online purchases and have the best understanding of single discount indicators.
Extensive information and ease of communication can form a communication network as a means of information exchange and consumer evaluation of a product (SHIBLY, 2009) this factor is indispensable when buying products online. The result shows that the tendency to talk has an average index of 50.90, and the average respondent tells a good experience to a friend. The information-seeking dimension has the highest index average (77.00) after the selection dimension of goods and services. The average respondent gets information from the internet / social media and a quarter of respondents receive information from two to three sources to become smart consumers in making online purchases.
Views in empowerment emphasize the need for legal and trust rules in the purchasing environment (SHIBLY, 2009). Research shows that the knowledge of consumer protection law and organizations has an average index of 69.00, and 8 out of 10 respondents know the consumer protection organizations such as the Indonesian Consumers Protection Foundation. http://www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236 The dimension of complaint behavior is the dimension with the lowest average index (16.40) compared to the other seven dimensions. This is because respondents are in very less category (84.0%) in complaints, this shows the lack of awareness of consumers to complain when they get a loss.

Factors that affect the consumer empowerment on online purchasing
The result of regression analysis in Table 2 shows that all independent variables (education, employment, age, gender, ethnicity, geographical location, and income) simultaneously influenced significantly (p=0.003) on the dependent variable that is consumer empowerment index (F value was 3.433, and Adjusted R 2 was 0.147).  Table 2).
The regression equation of consumer empowerment index on online purchases showed below:

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http: //www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236 The result of the research shows that the hypothesis is not supported as a whole on social characteristic variables; both H1a (education has a significant effect on consumer empowerment) and H1b (employment has a significant effect on consumer empowerment). In demographic characteristics, the hypothesis is supported in part, namely H2b (gender has a significant effect on consumer empowerment) and H2c (ethnicity has a significant effect on consumer empowerment), while H2a (age has a significant effect on consumer empowerment) and H2d (the geographical location has a significant effect on consumer empowerment) are not supported. Economic characteristics, i.e., income, support H3 (income has a significant effect on consumer empowerment).

The influence of social characteristics on consumer empowerment
The results show that the hypothesis is not supported as a whole on social characteristic variables. Simanjuntak and Yuliati (2015) stated that the higher the level of education would make consumers more skilled, have a broad knowledge of consumer protection laws and consumer protection education institutions, actively seeking information before making a purchase, and generally more empowered. The average length of consumer education is 13.2 years or equivalent to graduating from high school. In this study, the average index of high educated consumer empowerment is higher than that of middle educated. It can be concluded that consumers with education for more than 12 years are more empowered than consumers with less than 12 years of education because it has the highest average in the index of consumer empowerment.
The results showed that respondents with higher education have the highest average on the dimensions of goods selection. According to Raquib et al., (2014), highly educated respondents tend to provide better and more critical skills of understanding so they can be more empowered. The result of the research does not support hypothesis 1a that education has a significant effect on consumer empowerment and not in line with other research which stated that the length of education influenced empowerment (GHOLIPOUR, 2010;NARDO et al., 2011;YULIATI, 2015) Most of the respondent does not have an occupation. This is presumably because high school education level dominates the respondents. Based on the results of the study, the average consumer empowerment index of consumers who work are more empowered than consumers http://www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236 who do not work. Working consumers have the highest average on information seeking, purchasing behavior, talk tendency and complain behavior dimensions. This is in line with research conducted by Nardo et al., (2011) that consumers who are not working, have less power than those who work. The result of the study does not support the hypothesis 1b that education has a significant effect on consumer empowerment and not in line with other research which states that income influences empowerment (GHOLIPOUR, 2010;NARDO et al., 2011;YULIATI, 2015; SIMANJUNTAK ET AL. 2014).

The influence of economic characteristics on consumer empowerment
The results show that the hypothesis is supported as a whole on the variable of economic characteristics, supporting hypothesis 3 that income has a significant effect on consumer empowerment on online purchases. The average income of respondents is Rp2 028 000.
Respondents with income <Rp 1 000 000 are more empowered compared to other categories above it. Respondents with the income of <Rp 1 000 000 had the highest average in the dimension of the knowledge of consumer protection laws and organizations, purchasing behavior, and talk tendency. The result of the regression test shows that income has a significant adverse effect on a consumer's empowerment on online purchasing.
The result of the research supported hypothesis 3 that income had a significant adverse effect on consumer's empowerment on online purchasing and in line with Nardo et al. (2011), that income has an inverse relationship with empowerment. However, this is not in line with , which indicated that higher consumer income would increase consumer empowerment.

Research Limitation
This study provides scientific contributions in the field of consumer study, especially on online purchases. For the government especially for Consumer Dispute Settlement Agency  http://www.ijmp.jor.br v. 11, n. 1, January-February 2020ISSN: 2236 To establish a smart and energetic consumer, it requires the socialization of rights and obligations of consumers through education, directly or indirectly through the internet or social media as a source of information that accessible to consumers to build consumers who will use their rights as consumers and complaint when harmed. Future research could reexamine the instruments of consumer empowerment on online purchasing with different characteristics.

CONCLUSION
The level of Consumer Empowerment on online purchasing is still low, with an average Consumer Empowerment index of 49.7, which is included in the capable category.
Respondents are lacked in complaints about online purchasing, means that there is a lack of awareness of consumers to complain when they get a loss.
This research only supported three of seven hypotheses: gender and income influence significantly and negatively toward the consumer empowerment index. Males tend to have a higher consumer empowerment index. The ethnicity besides Sundanese tends to have higher consumer empowerment index. Respondents who have low incomes tend to have higher consumer empowerment index.