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"Tesis ini membahas mengenai bagaimana penggunaan personal branding untuk membangun brand equity dari suatu institusi yang dinaungi. Berdasarkan 100 sampel responden, peneliti menemukan bahwa personal branding Rhenald Kasali yang cukup tinggi memiliki korelasi dengan brand equity MMUI, namun tingkat pengenalan responden pada MMUI tidak memiliki korelasi dengan brand equity dari MMUI yang dibangun dari personal branding Rhenald Kasali. Sedangkan personal branding Hermawan Kartajaya yang cukup tinggi memiliki korelasi dengan brand equity MarkPlus, dan tingkat pengenalan responden pada MarkPlus juga memiliki korelasi dengan brand equity MarkPlus yang dibangun dari personal branding Hermawan Kartajaya.

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This study discuss about the usage of personal branding to build brand equity from the institution. Based on 100 respondent samples, the researcher found that Rhenald Kasali's personal branding is high enough to have a correlation with MMUI's brand equity, but the level of respondent's awareness to MMUI does not have a correlation with MMUI's brand equity which is built from Rhenald Kasali's personal branding. While, Hermawan Kartajaya's personal branding is high enough to have a correlation with MarkPlus' brand equity, and the level of repondent's awareness to MarkPlus also has a correlation with MarkPlus' brand equity which is built from Hermawan Kartajaya's personal Branding."

"ABSTRAKPenelitian ini ditujukan untuk melihat pengaruh antara advertising dan sales promotion terhadap terbentuknya brand equity dari merek La Senza Indonesia. Dimensi brand equity yang diteliti adalah perceived quality, brand awareness, brand association, brand personality, self-brand connection, dan brand loyalty. Dari data tersebut, dilakukan penghitungan dengan Structural Equation Model SEM dengan menggunakan piranti lunak Smart PLS untuk mendapatkan model dan insight untuk peningkatan brand equity yang nantinya dapat berpengaruh kepada penjualan jangka panjang sebuah brand. Hasil penelitian menunjukkan perceived advertising spend, attitude towards advertisement, dan monetary promotion memberikan pengaruh positif terhadap dimensi-dimensi brand equity tersebut. Namun, non-monetary promotion tidak memberikan pengaruh positif terhadap brand equity. Hal ini akan dimanfaatkan untuk meningkatkan brand equity konsumen terhadap merek melalui strategi pemasaran yang tepat.

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ABSTRAKThis research aimed to see the influence between advertisement and sales promotion towards brand equity from La Senza Indonesia brand. The dimension of brand equity are perceived quality, brand awareness, brand association, brand personality, self brand connection, and brand loyalty.The data was calculated using Structural Equation Model SEM using Smart PLS software. The result showed the perceived advertising spend, attitudes toward advertisement, and monetary promotion have positive influence to the dimensions of brand equity. Non monetary promotions, however, do not have a positive effect on brand equity. This result will be utilized to increase brand equity of consumers towards brands through appropriate marketing strategies that can affect the long term sales of a brand."

"Tesis ini membahas strategi investasi simbolik yang dilakukan Syahrini pada akun Instagram miliknya sebagai upaya pencarian distinction melalui tiga pola konsumsi penampilan budaya dan makanan Konsep distinction digunakan untuk mengeksplorasi konsep personal branding. Penelitian ini menggunakan pendekatan kualitatif dalam perspektif kritis dengan analisis isi dan metode semiotika. Hasil penelitian menunjukkan Syahrini menempatkan penampilan barang mewah dan mode busana dalam proporsi yang paling besar untuk menggambarkan distinction melalui media sosial Instagram namun tidak membuat Syahrini meraih kapital simbolik dan personal branding yang efektif.

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This thesis describes Syahrini rsquo s symbolic investment strategy on her instagram account as one effort to find distinction based on three consumption patterns performance culture and food. The concept of distinction is utilized to elaborate the concept of personal branding. This study used a qualitative approach in a critical perspective with content analysis and semiotics method. The results shows that Syahrini puts performance luxury brands and fashion in the greatest proportion to potray distinction through Instagram but this effort do not make Syahrini gain symbolic capital and achieve an effective personal branding."

"Penelitian ini membahas mengenai strategi pemasaran brand alliance dan pengaruhnya terhadap brand equity, brand preference, dan purchase intention dalam industri laptop. Dengan melakukan eksperimen terhadap 2 buah merek laptop dan 2 buah merek audio system yang merupakan high equity brand dan low equity brand ke dalam 4 pasang brand alliance fiksional yaitu ASUS/PIONEER, ASUS/PLANTRONICS, CLEVO/PIONEER dan CLEVO/PLANTRONICS. Penelitian ini menggunakan 162 responden yang termasuk dalam generasi Y yang lahir pada tahun 1980-2000 dan berada di sekitar lingkungan kampus baru Universitas Indonesia sebagai subjek penelitian. Teknik pengambilan sampel dilakukan dengan teknik convenience sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah paired t test dan linear regression. Hasil penelitian menunjukkan bahwa post alliance host brand equity pasangan pertama tetap stabil dengan perubahan sebesar (0,047). Pada pasangan kedua host brand equity juga tetap stabil dengan perubahan sebesar (0,098). Pasangan ketiga meningkatkan host brand equity sebesar (0,375). Kemudian pasangan terakhir meningkatkan host brand equity sebesar (0,357). Hasil uji regresi menunjukkan bahwa post alliance brand equity ternyata memiliki pengaruh positif terhadap brand preference dan purchase intention. Hasil penelitian ini menunjukkan bahwa brand alliance dapat meningkatkan brand equity dari merek laptop yang menjalankan strategi tersebut.

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This research will discuss about the brand alliance marketing strategy and its effects on brand equity, brand preference, and purchase intention in the laptop industry. By conducting experiments on 2 laptop brands and 2 audio system brand that is considered high equity brands and low equity brands into 4 pairs of fictional brand alliance that ASUS / PIONEER, ASUS / PLANTRONICS, CLEVO / PIONEER and CLEVO / PLANTRONICS.

This study is using 162 participants that are a member of generation Y whose date of birth is between 1980 and 2000 within the new campus of the University of Indonesia as a research subject. Sampling technique that is used in this research is convenience sampling technique. Data analysis technique that is used in this research is paired t test and linear regression methods.

Analysis result shows that post alliance hosts brand equity of the first pair of brand remained stable with the change of (0,047). In the second pair, host brand equity also remains stable with changes of (0,098). The third pair increases the host brand equity by (0,375). Then the last pair increases the host brand equity by (0,357).

Regression results indicate that post-alliance brand equity have a positive effect on brand preference and purchase intention. These results shows that brand alliance can increase brand equity of laptop brands who implement this strategy."

"ABSTRAKTesis ini membahas mengenai perbaikan business model canvas dan marketing kit yang menjadi strategi penetrasi pasar yang diajukan sebagai rekomendasi business coaching pada PT Masato Catur Coating. Permasalahan utama dari perusahaan adalah minimnya proses pemasaran. Salah satu kendala proses pemasaran adalah marketing kit belum maksimal. Marketing kit seperti company profile dibuat belum menarik dan informatif. Rekomendasi yang diajukan adalah perbaikan business model canvas dan aktivasi proses pemasaran, yaitu dengan promosi secara business to business dengan menggunakan company profile yang menarik dan informatif untuk membangun brand awareness yang lebih lagi terhadap pelanggan dan calon pelanggan. Company profile diperbaiki dengan cara memenuhi gap yang dianalisis terhadap perusahaan. Dari brand awareness yang didapat, diharapkan ke depannya dapat menaikkan revenue yang hilang akibat berkurangnya order dari pelanggan utama, serta dapat menarik minat pelanggan untuk bekerjasama dengan perusahaan.

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ABSTRACTThis thesis discuss the improvement of business model canvas and marketing kit, which become market penetration strategy proposed as business coaching recommendation at PT Masato Catur Coating. The main problem is lack of marketing process. One of the constraints is marketing kit is not maximized. Marketing kit such as company profile was made not interesting and informative yet. The recommendations are improvements to the business model canvas and activation of marketing process, by promoting business to business by using an interesting and informative company profile to build more brand awareness to customers and gain more prospects. Company profile will be improved by seeing the gap that is analyzed againts the company. From gaining brand awareness, it is hoped that it can increase revenue and can gain customers to cooperate with the company."

"Penelitian ini bertujuan untuk menguji pengaruh dari dimensi employer branding terhadap intention to quit karyawan generasi Y dengan moderasi dari selfesteem. Penelitian ini menggunakan kuesioner employer branding milik Alniacik&Alniacik (2012), self-esteem milik Rosenberg (1965), dan intention to quit milik Hussain, Yunus, Ishak dan Daud (2013). Responden berasal dari karyawan full-time yang bekerja pada industri Jasa Keuangan dan Asuransi dan Informasi dan Komunikasi, data dianalisis lebih lanjut menggunakan moderated regression analysis (MRA). Hasil dari penelitian ini adalah employer brandingberpengaruh secara signifikan terhadap intention to quit dan interaksi antara employer branding dengan self-esteem memperkuat hubungan tersebut. Nilai sosial dan pasar dari employer branding merupakan dimensi yang signifikan mempengaruhi intention to quit, dan interaksi keduanya turut memperkuat dan memperlemah hubungan antara employer branding terhadap intention to quit generasi Y tersebut.

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This study aims to examine the impact of the dimensions of employer branding to employee intention to quit for the Y generation with the moderation of self-esteem. This study uses employer branding belonging to Alniacik & Alniacik (2012), selfesteem, belonging to Rosenberg (1965), and intention to quit belongs to Hussain, Jonah, Isaac and David (2013). Measuring instruments used in this study was a questionnaire distributed to respondents from full-time employees who work in the Insurance and Financial Services and Information and Communication industries, the data were analyzed further using moderated regression analysis (MRA).

The results of this study are employer branding proved significantly impact the intention to quit and the interaction between employer branding with self-esteem strengthen the relationship. sosial and market value of employer branding are the dimensions that significantly affect the intention to quit, and interactions between them both help strengthen and also weaken the relationship between employer branding to the intention to quit the Y generation."

"Giant Hypermarket merupakan jenis pasar serba ada yang dibuat dengan format modern. Didalam Giant hypermarket dijual berbagai macam produk dan merek. Dalam penjualan berbagai macam produk, Giant Hypermarket memberi merek nama produknya dengan nama Giant atau disebut dengan store brand atau private label brand. Dengan adanya berbagai macam merek yang dijual oleh Giant Hypermarket, hal ini akan membuat persaingan diantara produk merek manufaktur dengan produk merek Giant. Dalam memenangkan persaingan merek maka Giant Hypermarket harus dapat mengetahui ekuitas produk merek tokonya. Komponen - komponen yang membentuk ekuitas merek diantaranya persepsi kualitas, kesadaran merek/asosiasi merek, dan loyalitas merek. Dari latar belakang permasalahan di atas, tujuan dari penelitian ini adalah mengetahui bagaimana pengaruh reputasi toko, citra komersial toko, dan citra harga toko terhadap pembentukkan ekuitas produk merek toko. Penelitian menggunakan kuesioner dengan metode pengumpulan data yaitu mall intercept interviews dengan responden sebanyak 200 responden. Teknik analisis yang digunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa reputasi toko, citra komersial toko, dan citra harga toko berpengaruh positif terhadap persepsi kualitas dan kesadaran merek. Selanjutnya adanya hubungan yang positif antara persepsi kualitas dan kesadaran merek terhadap loyalitas merek. Dalam pembentukan ekuitas produk merek toko, maka terdapat hubungan positif diantara persepsi kualitas, kesadaran merek, dan loyalitas merek terhadap ekuitas produk merek toko. Penelitian ini diharapkan dapat memberikan informasi bagi para ritel untuk meningkatkan persaingan pada produk-produk merek tokonya.

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Giant Hypermarket is a type of convenience market which create in modern format. In Giant hypermarket sold varieties of products and brands. In selling varieties of products, Giant Hypermarket give brand name of the product by named of Giant which called store brand or private label brand. With the wide varieties of brands sold by Giant Hypermarket, it will create competition among manufacturing brands with the Giant brand products. In the competition to win the Giant Hypermarket brand should be able to find out the store brand equity products. The components of brand equity such as perceived quality, brand awareness / brand association, and brand loyalty.

From the background of the problems above, the purpose of this study was to determine the influence of store reputation, store commercial image, and store price image on equity Giant brand products. The study used a questionnaire method of data collection which a mall intercept interviews with respondents as much 200 respondents. The analysis technique used Structural Equation Modeling (SEM).

The results showed that store reputation, store commercial image, and store price image have positive effect on perceived quality and brand awareness. Furthermore, the existence of a positive relationship between perceived quality and brand awareness to brand loyalty. In the formation of brand equity products store, then there is a positive relationship between perceived quality, brand awareness, and brand loyalty towards the private label brand equity products. This study is expected to provide information for the retailers to increase competition in private label brand products."

"ABSTRAKTesis ini menganalisis mengenai bagaimana trustworthiness dan perceived quality dari pendengar atau jamaah Aa Gym, setelah kebangkitan Aa Gym dari kasus yang dihadapinya pada tahun 2006, terhadap personal brand credibility dari Aa Gym. Begitu juga dengan pengaruh dari personal brand credibility Aa Gym terhadap customer loyalty dari para pendengar jamaahnya, serta peran dari religious orientation. Model dalam penelitian ini direplikasi dari jurnal ?Brand Credibility, Customer Loyalty, and The Role of Religious Orientation? yang diterbitkan Emerald Group Publishing tahun 2012. Terdapat 9 hipotesis yang diuji. Berdasarkan 200 responden dengan populasi usia minimal 18 tahun, peneliti menemukan bahwa trustworthiness berpengaruh positif terhadap personal brand credibility dan customer loyalty, begitu juga dengan personal brand credibility terhadap customer loyalty. Di sisi lain perceived quality tidak memiliki pengaruh positif baik terhadap personal brand credibility maupun customer loyalty. Religious orientation juga berperan terhadap hubungan trustworthiness-personal brand credibility dan personal brand credibility-customer loyalty, namun tidak memiliki peran positif terhadap hubungan perceived quality-personal brand credibility.

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ABSTRACT

This thesis studied on how trustworthiness and perceived quality the audience of Aa Gym, after his resurrection from his downturn in 2006,to the personal brand credibility of Aa Gym. As well as the influence of Aa Gym?s personal brand credibility to the customer loyalty from his audience, then the role of religious orientation. Models in this study is replicated from the journal ?Personal brand credibility, Customer Loyalty, and The Role of Religious Orientation" which published by Emerald Group Publishing in 2012. There are 9 hypotheses were tested. Based on 200 respondents with a population of at least 18 years of age, the researchers found that the trustworthiness of a positive effect on personal brand credibility and customer loyalty, as well as the personal brand credibility on customer loyalty. On the other hand perceived quality does not have a positive impact either to personal brand credibility or customer loyalty. Religious orientation also has positive impacts to the relationship of trustworthiness-personal brand credibility and personal brand credibility-customer loyalty . But it doesn?t have a positive impact to the relationship of perceived quality-personal brand credibility."

"ABSTRAKSaat ini persaingan merek di industri Managed Print Services semakin ketat. Oleh sebab itu, salah satu strategi yang dapat dilakukan untuk mempertahankan Xerox/Fuji Xerox sebagai market leader adalah dengan menggunakan strategi branding. Salah satu dari strategi branding yang dapat dilakukan adalah mengukur seberapa besar pengaruh brand equity terhadap keputusan pembelian. Penelitian ini menggunakan descriptive analysis dengan cara metode survey (kuesioner). Kuesioner akan diberikan kepada customer-customer PT. Astra Graphia di cabang Jakarta 1. Teknik sampling yang digunakan adalah dengan menggunakan metode non-probability sampling dengan cara purposive sampling. Tehnik ini berarti memilih responden yang dipilih berdasarkan kriteria tertentu. Dari hasil penelitian ini didapatkan bahwa nilai analisis regresi linear berganda adalah sebagai berikut:Y = 0,142 X1 + 0,324 X2 + 0,335 X3 + 0,165 X4Sehingga dapat disimpulkan bahwa dari penelitian ini brand awareness memiliki pengaruh sebesar 0,142 terhadap variabel keputusan pembelian, brand loyalty memiliki pengaruh sebesar 0,324 terhadap keputusan pembelian, perceived quality memiliki pengaruh sebesar 0,335 terhadap keputusan pembelian dan brand association memliki pengaruh sebesar 0,165 terhadap keputusan pembelian.

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ABSTRACTNowadays, brand competition in Managed Print Services is more tight. Hence, one of strategies which can be used for maintain Xerox/Fuji Xerox as market leader is using branding strategy. One of branding strategy which can be used is measure how much the influence of Brand equity for purchasing decision. This study use descriptive analysis with survey (questionnaire) method. The questionnaire will be given to customers PT. Astra Graphia, especially branch of Jakarta 1. Technique of sampling which will be used is non-probability sampling with purposive sampling. This technique means that responden is choosed based on certain criteria. The result from this study shows that the score for multiple linear regression analysis is:Y = 0,142 X1 + 0,324 X2 + 0,335 X3 + 0,165 X4So, it can be summarized from this study that Brand awareness have an influece 0,142 to Purchasing Decision variable, Brand loyalty have an influence 0,324 to Purchasing Decision variabel, Perceived quality have an influence 0,335 to Purchasing Decision variabel and Brand association have an influence 0,165 to Purchasing Decision variabel."

"Tesis ini meneliti pengaruh brand knowledge dan brand relationship terhadap behavioral outcome pada Konsumen Remaja di Jakarta. Merk yang diteliti adalah merek sepatu Vans. Metode yang digunakan dalam penelitian ini adalah metode survey (kuesioner) yang dilakukan terhadap remaja pengguna sepatu Vans di Jakarta. Teknik sampling yang digunakan adalah probability sampling menggunakan cluster sampling.Hasil dari penelitian ini menunjukan bahwa brand awareness Vans memiliki pengaruh positif terhadap brand image, brand satisfaction, dan current purchase sepatu Vans, namun brand Awareness tidak memiliki pengaruh positif terhadap intention to future purchase dan brand trust. Selanjutnya brand image Vans memiliki pengaruh positif terhadap brand satisfaction, brand trust dan intention to future purchase, namun brand image tidak memiliki pengaruh positif terhadap current purchase. Brand satisfaction tidak memiliki pengaruh positif terhadap brand attachment.Brand trust memiliki pengaruh positif terhadap brand attachment. Brand attachment sendiri memiliki pengaruh positif terhadap current purchase dan intention to future purchase. Kemudian terakhir, current purchase memiliki pengaruh positif terhadap intention to future purchase.

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This thesis examines the influence of brand knowledge and brand relationship toward behavioral outcomes of adolescent consumers in Jakarta: a case study of Vans shoes. The method used in this study was survey using questionnaire targeted to Vans shoes adolescent users in Jakarta. Cluster sampling (probability sampling) method was used for this thesis.The results of this study showed that Vans brand awareness had positive influence on brand image, brand satisfaction, and current purchase. However, brand awareness did not have positive influence on intention to future purchase and brand trust. Furthermore, Vans brand image had positive effect on brand satisfaction, brand trust and intention to future purchase, but Vans brand image did not have positive effect on customer?s current purchase. Brand satisfaction did not have positive influence on brand attachment.Brand trust had positive influence on brand attachment and brand attachment itself had a positive influence on the current as well as on intention to future purchase. Finally, the study found that current purchase had positive influence on intention to future purchase."