Hasil Pencarian  ::  Simpan CSV :: Kembali

"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."

"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.

---

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."

"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.

---

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."

"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.

---

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."

"Impulse buying merupakan fenomena yang sangat menarik bagi retailer mauput marketer karena merupakan market share yang terbesar dan menduduki posisi yang sangat penting serta dapat meningkatkan penjualan. Tujuan penelitian ini untuk menganalisis apakah Country of Origin (COO), brand image dan ethnocentrisme berpengaruh secara signifikan terhadap impulse buying produk fashion lokal mahasiswa di Semarang. Analisis data yang digunakan yaitu analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa hanya variabel COO yang tidak berpengaruh secara signifikan terhadap impulse buying mahasiswa produk fashion lokal mahasiswa di Semarang. Perlu strategi penguatan brand image dan promosi yang mengedepankan kecintaan produk dalam negeri. Promosi produk di tingkat lokal kota Semarang perlu ditingkatkan dengan memperhatikan penekanan nilai- nilai keunggulan dan kearifan lokal"

"Brand personality merupakan suatu strategi pemasaran yang potensial untuk meningkatkan loyalitas konsumen terhadap suatu merek tertentu. Hal ini terutama berlaku pada produk high involvement. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh brand personality terhadap brand loyalty melalui kepuasan konsumen. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner kepada 200 mahasiswa FISIP UI, dengan analisa eksplanatif dan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa brand personality memiliki pengaruh yang tidak signifikan terhadap brand loyalty melalui customer satisfaction.

---

Brand personality is a potential marketing strategy to increase consumer loyalty towards a particular brand. This is especially true in high-involvement products. The objective of this study was to determine how the influence of brand personality on brand loyalty through customer satisfaction. This study uses a quantitative approach by distributing questionnaires to 200 FISIP UI students, with explanative analysis and Structural Equation Model (SEM). The results showed that brand personality has no significant influence on brand loyalty through customer satisfaction."

"Pada masa ini, brand lokal khususnya yang berfokus pada bidang fashion mengalami perkembangan pesat bahkan sampai tembus ke pasar global dan ini memacu industri kreatif lokal untuk meningkatkan brand mereka. Salah satu pendekatan yang dilakukan adalah endorsement pada selebritas. Konteks celebrity endorsement effects terdiri dari empat dimensi yaitu trustworthiness, expertise, congruence, dan familiarity. Penelitian ini berfokus untuk menganalisis dampak positif yang diberikan oleh celebrity endorsement effects terhadap self-brand connection dan brand involvement pada produk serta bagaimana pengaruhnya terhadap brand engagement yang berujung pada terciptanya brand loyalty pada produk Geoff Max. Desain penelitian yang digunakan adalah cross-sectional dengan metode confirmatory factor analysis. Pengolahan data menggunakan metode PLS-SEM melalui software SmartPLS 3.2.9 dan SPSS 25. Jumlah responden pada penelitian ini adalah 213 responden yang mengetahui endorser dari brand Geoff Max serta mempunyai pengalaman membeli produk Geoff Max. Metode pengambilan sampel adalah non-probability sampling menggunakan self-administered questionnaire dengan jenis purposive sampling. Hasil pengolahan data membuktikan bahwa tiga dimensi celebrity endorsement effects memiliki pengaruh positif signifikan terhadap self-brand connection dan brand involvement dan terdapat satu dimensi yang tidak berpengaruh positif secara signifikan. Self-brand connection dan brand involvement berpengaruh positif secara signifikan terhadap brand engagement serta brand engagement berpengaruh positif secara signifikan terhadap brand loyalty.

---

Currently, local brands, especially those focused on the field of fashion, are experiencing rapid development even to enter the global market and this drives local creative industries to enhance their brand. One of the approaches is endorsement on celebrities. The celebrity endorsement effects context consists of four dimensions: trustworthiness, expertise, congruence, and familiarity. The study focuses on analyzing the positive impact of celebrity endorsement effects on self-brand connection and brand involvement on products as well as how they affect brand engagement that ends in creating brand loyalty on Geoff Max products. The research is cross-sectional with confirmatory factor analysis. Data processing using the PLS-SEM method via SmartPLS 3.2.9 and SPSS 25 software. The total number of respondents in this study was 213 respondents who knew the endorser of the brand Geoff Max and had experience buying the product Geoff MAX. Sampling method is non-probability sampling using self-administered questionnaire with the type of purposive sampler. Data processing results showed that three dimensions of celebrity endorsement effects have a significant positive effect on self-brand connection and brand involvement and there is one dimension that has no significant positive impact. Self-brand connection and brand involvement have a significant positive impact on brand engagement and brand engagement has a significantly positive effect on brand loyalty."

"Kredibilitas merek telah diperhatikan sebagai elemen penting yang membentuk persepsi konsumen terhadap sebuah merek dan memengaruhi pengambilan keputusan mereka. Saat Indonesia memasuki fase baru transisi menuju konektivitas digital, Gojek, salah satu perusahaan terbesar di negara ini, telah muncul sebagai pemain yang signifikan. Gojek dimulai sebagai perusahaan ride-hailing dan memperluas konsep sharing economy melalui perluasan merek, memenuhi permintaan pasar, dan mendapatkan kepercayaan konsumen. Untuk mengikuti perkembangan pasar, penting untuk memahami faktor-faktor yang dapat membantu strategi pemasaran di masa depan. Maka dari itu, makalah ini menyelidiki pengaruh kredibilitas merek terhadap adopsi perluasan merek, menggunakan Gojek dan Gopay sebagai studi kasus, dan menyertakan analisis mediasi pada kepercayaan konsumen. Menggunakan metode survei kuantitatif dengan sampel 187 responden yang dikumpulkan melalui pengambilan sampel sukarela, penelitian ini menemukan bahwa kredibilitas merek memiliki hubungan yang signifikan dengan adopsi perluasan merek, dengan kepercayaan konsumen sebagai peran mediasi. Namun, temuan menunjukkan batasan tingkat faktor di luar kredibilitas merek yaitu keahlian. Studi ini mengembangkan kerangka konsep yang mencakup dimensi dari setiap faktor untuk menawarkan wawasan berharga bagi pemasar tentang cara meningkatkan kredibilitas merek dan kepercayaan konsumen untuk mengadopsi perluasan merek. Dengan demikian, makalah ini memberikan dasar untuk penelitian masa depan tentang adopsi perluasan merek di Indonesia dan sekitarnya.

---

Brand credibility has been noted as a significant element that shapes consumers’ perceptions of brands and affects their decision-making. As Indonesia enters a new phase of transition into digital connectivity, Gojek, one of the country’s biggest ventures, has emerged as a significant player. Gojek began as a ride- hailing company and expanded its sharing economy concept through brand extensions, meeting market demand, and gaining consumer trust. To keep up with the evolving market, it is necessary to understand the factors that can aid future marketing strategies. Thus, this paper investigates the effects of brand credibility on brand extension adoption, using Gojek and Gopay as a case study, and includes mediation analysis on consumer trust.

Using a quantitative survey method with a sample of 187 respondents collected through voluntary sampling, the study finds that brand credibility has a significant relationship with brand extension adoption, with consumer trust playing a mediating role. However, the findings suggest a limitation of the level of factors beyond brand credibility that is expertise. This study develops a framework that includes dimensions of each factor to offer valuable insight for marketers on how to leverage a brand’s credibility and consumer trust to adopt brand extensions. In doing so, it provides a foundation for future research on brand extension adoption in Indonesia and beyond. "

"Tujuan penelitian ini adalah menganalisis pengaruh brand trust dan brand affect terhadap brand loyalty pada merek Apple di Jakarta. Penelitian ini menggunakan pendeketan kuantitatif. Sampel penelitian adalah pengguna merek Apple di Jakarta dengan jumlah 100 responden. Penarikan sampel menggunakan teknik purposive atau judgemental. Penelitian ini menggunakan metode survei menggunakan kuesioner dan dianalisis melalui analisis regresi berganda. Hasil dari penelitian ini menunjukkan bahwa brand trust secara individual tidak berpengaruh terhadap brand loyalty; brand affect secara individual memiliki pengaruh positif signifikan terhadap brand loyalty; brand trust dan brand affect secara bersama-sama memiliki pengaruh positif signifikan terhadap brand loyalty.

---

The purpose of this research is to discover the effects of brand trust and brand affect toward brand loyalty of Apple as a brand. This study uses a quantitative approach by distributing questionnaires to 100 respondents of Apple’s users around Jakarta. In order to select the respondent, this study uses purposive or judgmental method. The results indicate that brand affect has significant positive effect toward brand loyalty; brand trust is neglected as it has no significant effect showed by the regression model; the combination of brand trust and brand affect, together, resulted in significant positive effect on brand loyalty."

"Perkembangan industri fashion di Indonesia mengalami peningkatan yang baik terutama dari segi inovasi yang menyebabkan adanya brand-brand baru bermunculan, dimana konsumen umumnya merupakan milenial. Hal ini menyebabkan peran milenial semakin mendominasi sektor tersebut, sehingga pada penilitian ini bertujuan untuk mengetahui hubungan konsumen milenial dengan Fashion Innovativeness dan brand image dimensions(Cognitive, sensory, dan affective) pada brand fashion favorit,kontribusi brand image dimensions kepada lovemarks (brand love dan brand respect) dan pengaruhnya pada brand loyalty. Penelitian ini mengembangkan model lanjutan dari brand equity(CBBE) dan brand image dimensions. Model yang dikembangkan kemudian divalidasi menggunakan Structural Equations Modeling (SEM) berdasarkan data yang diperoleh melalui survey kepada konsumen yang memiliki brand fashion favorit kisaran usia 19-39 tahun. Hasil penelitian ini mengonfirmasi bahwa fashion innovativeness secara positif berpengaruh terhadap penggunaan brand image associations yang kemudian akan memengaruhi brand love dan brand respect serta terhadap brand loyalty. Implikasi manajerial serta saran bagi penelitian selanjutnya juga dibahas pada penelitian ini. 

---

The development of fashion industry in Indonesia experiences a positive surge fundamentally from the innovation factor, which causes new brands to emerge, in which the main consumers are millenials. This causes the role of millenial to be more dominant in the afformentioned sector, hence this research aims to understand the relationship between millenials consumers and Fashion Innovativenes and Brand Image Dimensions (Cognitive, Sensory, and Affective) on favorite fashion brands, the contribution of Brand Image Dimensions towards Lovemarks (Brand Love and Brand Respect), and the impact toward Brand Loyalty.

This research developed the model modified from Consumer-based Brand Equity (CBBE) and Brand Image dimensions. The developed model was then validated using Structural Equation Modeling (SEM) based on data retreived from surveys on consumers, within the age of 19-39 years old, with favorite fashion brands. The findings confirmed that Fashion Innovativeness positively influenced the use of Brand Image Assosication which then further influenced Brand Love and Brand Respect, as well as Brand Loyalty. The managerial implications and recommendation of this reseatch will be further elaborated in this research."