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"Sebagai sebuah merek yang sudah cukup tua di Indonesia, KFC tetap mempertahankan eksistensinya sebagai pemimpin pasar dalam bisnis makanan cepat saji. Dengan tagline yang berbunyi "Jagonya Ayam" KFC mampu memberi bukti bahwa itu bukan hanya sebuah omong kosong. Lewat kegiatan Public Relations yang dilakukan secara menyeluruh, dimana customer satisfaction merupakan bagian terpenting dalam kegiatan tersebut membuat image KFC sebagai ayam goreng paling lezat tetap terjaga.Oleh karena itu, peneliti tertarik untuk meneliti seperti apa brand image yang dimiliki KFC ditengah ketatnya persaingan antara merek-merek asing yang banyak bermunculan pada saat ini dan sejauh mana pengaruhnya terhadap ekuitas mereknya. Tujuan penelitian ini adalah untuk mengetahui pengaruh brand image KFC terhadap ekuitas merek KFC di Jakarta. Penilaian terhadap ekuitas merek itu sendiri dilakukan dengan mengukur empat dimensi di dalamnya yaitu: brand awareness, brand association, perceived quality, dan brand loyalty.Pendekatan penelitian yang digunakan adalah kuantitatif. Metode penelitian yang digunakan adalah survei dengan menyebarkan kuesioner. Pengambilan sampel dilakukan secara non probabilita dimana tidak semua konsumen mempunyai kesempatan yang sama untuk dijadikan responden Untuk menguji reliablitas digunakan teknik alpha cronbach`s. Hasil yang didapat bahwa dimensi-dimensi penelitian ini cukup reliabel karena tidak ada dimensi yang tidak lolos dalam uji ini. Untuk menguji validitas digunakan metode factor analysis. Dengan melihat nilai KMO didapat hasil bahwa semua dimensi penelitian cukup valid.Langkah selanjutnya untuk melihat pengaruh brand image terhadap ekuitas merek serta dimensi mana dari brand image yang paling berpengaruh terhadap variabel dependen (brand equity) maka digunakanlah multiple regression. Berdasarkan hasil uji regresi terlihat bahwa terdapat pengaruh yang cukup kuat antara variabel brand image dengan variabel brand equity dan dimensi yang berpengaruh signifikan terhadap brand equity adalah afektif.Hipotesis penelitian yang disusun sebelumnya ternyata tidak semuanya dapat diterima. Dari hasil yang didapat ternyata dimensi kognitif tidak berpengaruh terhadap ekuitas merek Sehingga hipotesa yang menyatakan semakin tinggi kognitif semakin tinggi ekuitas merek tidak terbukti.Penelitian ini menyimpulkan bahwa KFC sudah memiliki brand image yang positif di mata khalayaknya. Dimensi yang paling dominan dalam membentuk brand image KFC adalah afektif. Dimensi ini juga yang mempunyai pengaruh kuat terhadap pembentukan ekuitas merek KFC.

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KFC as an old franchise brand in Indonesia still keeping it existency as the market leader in fastfood industry. With "Jagonya Ayam" as the tagline, KFC has given the proof that it`s not just a bullshit. Through Public Relations activities that has been done thoroughly, where customer satisfaction is the main part in the activities has made the image of KFC as the most delicious fried chicken restaurant stand still.Therefore, writer interested to find out what kind of brand image that KFC has in the middle of tight competition between franchise brand that rapidly shows recently. Whereas western culture is truly dominating at this moment. Youngsters especially are the category who closely related with this westernization thing.Which that makes them as the biggest market who consume all those western thing, including foods ofcourse. Where all those western thing are most appreciated by them. The purpose of this research is to find out the effect of brand image into brand equity building. For the brand equity measurement is done by measuring four dimension. Those are brand awareness, brand association, perceived quality, and brand loyalty.This research is using quantitative approach by distributing questionnaire to KFC consumer in Jakarta. Samples are taken with non probability system where not all consumer has the same chance to be respondent. Reliability test is using alpha cronbach`s technique.The results shows that all dimension in this research are relieable enough where all dimension pass the te test. Validity is tested by using factor analysist method. KMO shows all the dimension are valid. The next test to see the effect of brand image to brand equity and to see which dimension has the most powerful effect to dependent variable, is using multiple regression. Regression test gives result that there is quite powerful effect between brand image variable with brand equity variable. The dimension that effect strongly to brand equity is affective. Not all previous hypothetical that has been put in order is correct. The result states that cognitive dimension is not effecting into brand equity. Therofere the hypothetical that states the higher cognitive, the higher brand equity is not proved.This research concludes that KFC already has positive brand image in it target market. Among all the numerous fastfood franchise brand, KFC still stands out. Affective is the most dominant dimension relates with building Brand Image into Brand Equity."

"Dengan citra yang positif yang dimiliki oleh suatu merek lebih memungkinkan konsumen untuk memilih merek tersebut dalam melakukan pembelian. Citra merek yang positif merupakan salah satu faktor dalam pembentukan loyalitas merek. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh citra merek terhadap loyalitas merek Scotch-Brite?. Penelitian ini adalah penelitian kuantitatif dengan desain eksplanatif. Penelitian ini menggunakan metode regresi sederhana. Hasil dari penelitian ini menunjukkan bahwa Scotch-Brite? memiliki citra merek yang baik; loyalitas merek Scotch-Brite? adalah baik; dan citra merek Scotch-Brite? memiliki hubungan yang positif terhadap loyalitas mereknya dan memiliki pengaruh yang kuat.

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With a positive image that is owned by a brand allows more consumers to choose the brand in the purchase. Positive brand image is one of the factors in the formation of brand loyalty. This study aims to determine the influence of brand image on brand loyalty of Scotch-Brite? scourer.

This research is a quantitative research with explanative design. This study uses simple regression. The results of this study indicate that the Scotch-Brite? has a good brand image and a good brand loyalty; and brand image of Scotch - Brite ? has a positive and strong influence on brand loyalty."

"Penelitian ini menganalisis pengaruh Rebranding terhadap Brand Loyalty dan terhadap Brand Equity pada Indosat Ooredoo. Indosat Ooredoo dinyatakan berhasil dalam melakukan rebranding. Hal ini terbukti dengan adanya prilaku positif yang di tunjukkan oleh konsumen dan meningkatnya brand equity yang di pengaruhi oleh brand loyalty. Hasil penelitian ini menemukan bahwa rebranding yang dilakukan oleh Indosat Ooredoo berhasil meningkatkan brand equity dengan mempertahankan nama "Indosat" pada perubahan logo / nama produk. Dengan ini,  loyalitas brand sebagai variabel mediasi berhasil meningkatkan brand equity Indosat Ooredoo. Pengujian dilakukan dengan menggunakan model analisis regresi dengan metode analisis data deskriptif. Dengan wilayah persebaran kuesioner di wilayah Jabodetabek.

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This research analyzes the effect of Rebranding on Brand Loyalty and to Brand Equity on Indosat Ooredoo. Indosat Ooredoo was declared successful in rebranding. This is evidenced by the positive behavior given by consumers and increased brand equity that is influenced by brand loyalty. The results of this study found that the rebranding conducted by Indosat Ooredoo managed to increase brand equity by maintaining the name "Indosat" on the change of logo / product name. It is hereby stated that brand loyalty as a mediating variable succeeded in increasing Indosat Ooredoo's brand equity. The test is done by using regression model with descriptive data analysis method. With the distribution area of questionnaires in Jabodetabek area."

"Pasar produk perawatan tubuh pria sudah semakin meningkat pesat dan produk-produknya dihadirkan dalam berbagai bentuk yang berbeda, namun masih kurang inovatif karena masih banyak permintaan atau kebutuhan pria yang tidak terjawab dengan produk yang ada di pasar sekarang, terutama permintaan akan produk perawatan tubuh pria halal. Merek Kahf hadir sebagai produk perawatan pria halal yang dapat memberikan pengalaman yang positif bagi konsumennya. Penelitian ini bertujuan untuk menganalisis pengaruh halal brand personality dan brand experience terhadap brand prestige, brand trust, customer satisfaction dan brand loyalty pada brand halal. Metode pengambilan sampel yang digunakan adalah non-probability judgemental sampling. Survei dilakukan pada masyarakat Indonesia yang pernah membeli dan menggunakan produk perawatan Kahf. Pengolahan data dilakukan dengan menggunakan teknik analisis Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa terdapat pengaruh yang positif dari halal brand personality dan brand experience terhadap brand prestige Kahf, yang lanjutnya berpengaruh positif pada brand trust dan customer satisfaction serta attitudinal loyalty.

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The market for men's body care products has increased rapidly and the products are presented in many different forms. However, this market is still not innovative enough as there are still many unanswered demands with existing products in the market today, especially the demand for halal male personal care products. Kahf brand is here as a halal male care product to provide a positive experience for its consumers. This study aims to analyze the effect of halal brand personality and brand experience on brand prestige, brand trust, customer satisfaction and brand loyalty to halal brand. The sampling method used was non-probability judgmental sampling. The survey was conducted on Indonesians who have bought and used personal care Kahf. Data processing was performed using the Structural Equation Model (SEM) analysis technique. The results of this study indicate that there is a positive effect of halal brand personality and brand experience on Kahf's brand brand prestige, which in turn has a positive effect on brand trust and customer satisfaction and attitudinal loyalty."

"Nowadays, brand does not function as an identity or to differentiate of one product to others only. The branding has been extending in many product categories which are marketed to consumers. To offer their products, the producers can not rely on functional benefits only, but also needs to take the emotional approach to the consumers by the brand given. The approach to give the emotional benefit is through the personalities of the brand as human personalities, included to fashion products. The brand must appear as the consumers it self in order to gain the brand loyalty in long time.The purpose of this research is to find out how the impact of brand personality to brand loyalty of the consumers of fashion brand Zara at Jakarta. In addition to know which dimension of brand personality is most influential to brand loyalty. This research also using Aaker?s dimensions of brand personality, sincerity; excitement; competence; and sophistication. Aaker?s theory about the benefit of brand (functional; emotional; and self-expressive) is used as the first step to refer the brand personality concept. The theories are used to measure the brand loyalty of the consumers based on Aaker?s and Peter and Olson?s measurement.The approach used in this research is quantitative approach with descriptive as a type of research. In order to get the data that support this research, the writer using purposive sampling by distributed 23 questions related to the indicators from the dimensions stated above to 100 respondents in 5 locations (Zara?s store in Jakarta) with judgemental sampling. To find out the brand personality dimensions as independent variable to brand loyalty as dependent variable, the writer uses factor analysis and multiple regression in the measurement.The finding of this research suggests that three of four dimensions which use in measurement, have significant positive impact to brand loyalty. And the result suggests that dimension of competence has biggest impact to brand loyalty than others dimension in brand personality. Besides, dimension of excitement has no impact to the brand loyalty.This research also gives the managerial implications related to the result to Zara?s management, especially in Indonesia. The consumers did not fully aware and care about the competitive advantage which Zara offers, which most appear in dimension of excitement. So that Zara?s Indonesia should adopt the markets here better and more adaptive in the way to gain the brand loyalty of consumers. The best thing that Zara?s Indonesia can do is through the approach of characteristic, and also the culture of brand preference of Indonesian consumers."

"Tesis ini bertujuan untuk menguji dan menganalisis pengaruh antara masingmasing Brand Image dan Brand Identity terhadap Brand Trust, dan pengaruh antara Brand Image dan Brand Identity secara bersama-sama terhadap Brand Trust. Dengan berbagai konflik yang dihadapi oleh Partai Golkar, Brand Image dan Brand Identity Partai Politik mempengaruhi Brand Trust para voters. Metode penelitian yang digunakan dalam penelitian ini adalah deskriptif Kuantitatif.Hasil penelitian ini menunjukkan variabel Brand Image dan Brand Identity mempunyai pengaruh positif terhadap Brand Trust. Hasil analisa koefisien regresi berganda, Brand Image dan Brand Identity mempengaruhi Brand Trust.

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The thesis aims to examine and analyze the relevant effect between Brand Image and Brand Identity toward Brand Trust, and the effect between Brand Image and Brand Identity simultaneously toward Brand Trust. With various conflict facing golkar, brand image and brand identity political parties affect brand trust of the voters .The methodology used in research is descriptive quantitative.

Result of this study shows variables of Brand Image and Brand Identity have positive effect toward Brand Trust. The analysis result of the multiple regression, Brand Image and Brand Identity affect Brand Trust."

"Penelitian ini membahas mengenai pengaruh country of origin image terhadap pembentukan brand equity pada salah satu produk otomotif, yaitu kendaraan roda dua dengan mengambil studi kasus pengguna sepeda motor Bajaj Pulsar. Dalam penelitian ini, pengolahan data dilakukan dengan menggunakan Structural Equation Modeling dengan program LISREL 8.5. Hasil penelitian ini menunjukkan bahwa country of origin image mempunyai pengaruh positif serta signifikan terhadap sumber brand equity. Selain itu sumber brand equity yang merupakan variabel mediasi terdiri dari tiga variabel, yaitu brand distinctiveness, brand loyalty, dan brand awareness. Hanya variabel brand loyalty yang mempunyai pengaruh positif serta signifikan terhadap brand equity. Sebaliknya country of origin image tidak mempunyai pengaruh signifikan terhadap brand equity. Interpretasi, limitasi, dan implikasi manajerial akan didiskusikan lebih lanjut.

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This research investigates the effect of country of origin image on the formation of brand equity on one of the automotive product, specifically in two-wheeled vehicle. The case study used is Bajaj Pulsar Motorcycle. In this research, Structural Equation Modeling (SEM) with LISREL 8.5 program has been used to process the data. The result shows that country of origin image has a positive and significant effect on brand equity dimensions. Furthermore, among three mediating variables of brand equity dimensions (those are brand distinctiveness, brand loyalty, and brand awareness/associations), it is proven that there is only one mediating variable, brand loyalty, which has a positive and significant effect on brand equity. However, it is found that country of origin image has not significant effect on brand equity. Interpretations, limitations, and managerial implications are discussed further."

"ABSTRAKBrand equity merupakan ukuran dari kekuatan sebuah merek. Sebagai restoran cepat saji dengan merek internasional, Kentucky Fried Chicken, McDonalds, dan Burger King sudah pasti memiliki ekuitas merek. Adanya perbedaan banyaknya jumlah gerai dan lamanya beroperasi di Indonesia, khususnya Jabodetabek, memberikan ekuitas merek yang berbeda diantara tiga restoran tesebut. Penelitian ini bertujuan untuk mengukur variabel, dimensi, serta indikator dari ekuitas merek Kentucky Fried Chicken, McDonalds, dan Burger King. Penelitian ini menggunakan pendekatan kuantitatif, dengan cara memperoleh data dari penyebaran kuesioner kepada 100 responden yang merupakan konsumen ketiga restoran selama enam bulan terakhir. Hasil penelitian ini menunjukkan bahwa walaupun Kentucky Fried Chicken adalah yang beroperasi paling lama, McDonalds mendapatkan nilai brand equity tertinggi.

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ABSTRACT

Brand Equity is a way to measure a brands strength. As a global brand in fast food restaurant, Kentucky Fried Chicken, McDonalds, and Burger King clearly have a brand equity. A difference in operational years and numbers of outlets in Indonesia, especially in Jabodetabek, makes a difference to these three restaurants in terms of brand equity. This research is intended to measure the brand equity variable of the three restaurants, the dimensions in the variable, and the indicators in the dimensions. This quantitative research collects data from 100 respondents that had visited each of the three restaurants in the past six months. This research shows that although Kentucky Fried Chicken is the oldest running between the three, McDonalds have the highest brand equity compared to the other two."

"Tujuan utama skripsi ini adalah untuk mengetahui pengaruh Pengaruh Brand Identity, Brand Image, dan Internet Use terhadap Brand Preference pada Brand Online dan Brand Offline. Retail Brand online yang akan diteliti adalah Zalora, Helmedroom dan Asos, sedangkan retail brand offline ialah Centro Departmen Store, Disctarra, dan Metro Departmen Store. Penelitian ini menggunakan desain penelitian eksploratif dan deskriptif yang dilakukan satu kali dalam satu periode. Responden penelitian ini berjumlah 150 orang yang pernah belanja online dan offline. Model penelitian dengan enam hipotesis diuji menggunakan Structural Equation Modelling (SEM). Hasil dari penelitian ini menyimpulkan bahwa brand identity, brand image dan internet use mempengaruhi brand preference. Tetapi setelah di moderasi, brand type memoderasi brand identity terhadap brand image, namun brand type tidak memoderasi hubungan brand image dengan brand preference dan internet use dengan brand preference.

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The purpose of this study is to identify the impact and relation from brand identity to brand image, then brand image toward brand preference, and internet use toward brand preference, and there is brand type as moderator variable. This research uses exploratory and descriptive design research conducted in one time period (cross sectional design). Respondents of this study are 150 people who have been shopping by online and offline. The six-hypotheses research model in this study are tested with Structural Equation Modeling (SEM). The results finds that almost all variables have a significant and positive relationship before we put moderator variable. After we put moderator variable, we find that brand type moderating brand identity toward brand image, but brand type not moderating brand image toward brand preference, and also internet use toward brand preference."

"Tesis ini membahas mengenai pengaruh brand Bank Mandiri terhadap brand equity Bank Syariah Mandiri. Brand Bank Mandiri mempengaruhi lima variabel pembentuk brand equity Bank Syariah Mandiri yaitu brand awareness, brand association, perceived quality, brand loyalty dan brand image. Penelitian ini adalah penelitian kualitatif dengan desain deskriptif dan untuk analisis data menggunakan model binary logistic. Hasil penelitian menyimpulkan bahwa brand Bank Mandiri mempengaruhi brand equity Bank Syariah Mandiri. Selanjutnya dalam penelitian ini menyarankan agar Bank Syariah Mandiri mengelola brand equity lebih baik lagi.

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This thesis describes the impact of Bank Mandiri Brand on Bank Syariah Mandiri Brand Equity. Bank Mandiri Brand influences five variables forming the brand equity of Bank Syariah Mandiri, namely brand awareness, brand association, perceived quality, brand loyality and brand image. This is a qualitative study with a descriptive design and for data analysis it adopts binary logistic model. The results of the study conclude that the brand of Bank Mandiri has impact on the brand equity of Bank Syariah Mandiri.This study further suggest that Bank Syariah Mandiri manage its brand equity in a better manner."