Hasil Pencarian  ::  Simpan CSV :: Kembali

"Mobile Phones Industry has increased and more competitive nowadays. It could be seen from the variety of mobile phones product segmentation. So that, many of company created an innovative product mobile phones with the multifunction and usage from brand they offered. This challenge was answered by Nokia which became the producer of mobile phones branded.The purpose from this research was to find out what the consumer perception about the brand association based on the brand function of Nokia and the effect to their responses. In this study, used four variables that build Brand Function such as Guarantee Function, Personal Identification, Social Identification and Status was measured the positive influence on consumer responses to accept brand extentions, to recommend the brand and to pay the premium price.This research was conductded during December 2007. To support this research, 130 questions were distributed, consisted of 26 questions that related to all indicators as mentioned above. This research used the combination of puposive sampling and accidental convenience sampling. Factor analysis and multiple linear regression were used to analize the data.This research found that dimensions that build brand extentions which had a significant influence to the consumer response to accecpt brand extentions were Guarantee Function and Social Identification had a significant influence; Personal Identification and Status have not a significant influence. The dimensions that build brand functions which had a significant influence to the consumer response to recommend the brand were Guarantee Function, Personal Identification and Social Identification function. And the last the dimensions that build brandfunction which had a positive influence to the consumer response to pay premium price were Guarantee Function, Personal Identification Function and Status had a significant influence; Social Identification had not a significant influence."

"In technology market, a brand name represents functional value, pleasure value, and symbolic values as a reflection of buyer's self-image; prices measure its monetary value; country-of-origin image address the producer's competences. The whole of those makes a product easier to 'read'. To explore the effect of brand credibility and country-of-origin image on consumer price sensitivity, four brands of notebook 'Toshiba, Acer, MacBook Apple, and Zyrex- were compared. The research used survey method. The subjects were students of 10 faculties in University of Indonesia Depok. The research also required the subjects to have the original products of particular brand 'not second-hand products and/or not black-markets goods- to make sure the validity of answers about the brands.Data from survey research conducted were analyzed by using multipleregression method and One-Way Anova method. Before conducted the analysis, it measured the reliability and validity to indicate each variable constructs. And then model structure was tested by multiple-regression method. The examination showed relationship among some the indicators in a variable. Examination to determine individual relation strength and also various tested hypothesis. To measure the difference among the brands, the research also conducted One-Way Anova test to know the variance analysis in the population area. Bonferroni test also used to find out which brand(s) differ from another.The research indicated the following results: (1) there was impact from brand credibility on consumer price sensitivity in positive-linier directions, which expertise dimension was the most dominant factor of this. It showed that high brand credibility increase consumer price sensitivity. This might happened because of Indonesian consumers mostly are price-seeker and tend to be valueoriented consumers, (2) There was positive influence significant between country-of-origin image and consumer price sensitivity, (3) There were differences among consumers of four brands 'Toshiba, Acer, MacBook Apple, and Zyrex- for its brand credibility, (4) MacBook Apple obtained the highest brand credibility among others considering trustworthiness and expertise dimensions, (5) There were differences of country-of-origin among each brands, (6) There were differences of consumer price sensitivity among each brands.The implications of this research were: (1) considering the unique characteristic of Indonesia's consumers, value-oriented consumers, it was suggested that companies started to apply the value-pricing strategy to gain bigger market share and to emphasize sales, (2) brand-naming strategy also can help to increase sales by mentioning the home-country or put the 'made-in' label on products. For Indonesian's products, in the purpose to survive or even win the competition in the industry, companies may considered to give a foreign brand-name to attract consumer's attention and achieve a better product-image."

"I. Masalah Pokok. Hak khusus untuk memakai suatu merek menurut Undang-Undang Merek 1961 didasarkan pada pemakaian yang pertama kali, suatu merek di Indonesia. Sebagai pemakai pertama suatu merek, oleh undang-undang dianggap mereka yang mendaftarkan merek itu, kecuali jika dibuktikan bahwa orang lain yang menjadi pemakai pertama sesungguhnya dari merek itu. Dengan demikian dalam suatu perselisihan tentang hak atas merek, maka yang berhak atas merek sengketa adalah mereka yang berhasil membuktikan telah memakai merek sengketa untuk pertama kalinya. Suatu merek mempunyai hubungan yang erat dengan pengesahaan yang menghasilkan atau mengedarkan barang-barang dengan memakai merek itu. Oleh karena itu suatu merek tidak dapat berlaku tanpa ada perusahaannya dan merek itu hapus dengan hapusnya perusahaan yang bersangkutan. dengan demikian kita saksikan apabila seseorang hendak mengoperkan mereknya kepada orang lain, maka harus juga dia mengoperkan segala goodwill yang berkenaan dengan merek itu. Jika telah terjadi peralihan hak suatu merek secara sah, maka pada pemakaian ini dapat pula dihitung pemakaian oleh orang-orang yang berhak atas merek itu terlebih dahulu dan telah kemudian mengalihkan haknya itu. Menurut sistem ini akan sukar untuk memberikan suatu lisensi kepada orang lain, yaitu yang merupakan izin untuk memakai merek itu Perikatan secara umum adalah hubungan hukum antara dua· pihak atau lebih yang dapat lahir baik karena undang-undang maupun perjanjian. Perikatan hak atas merek yang lahir karena undang-undang misalnya pewarisan, namun bagian terbesar adalah lahir karena perjanjian. Hak atas merek menurut Undang-Undang Merek 1961 bukan merupakan obyek perikatan yang dapat berdiri sendiri, karena hakekatnya hak atas merek merupakan goodwill daripada perusahaan yang memproduksi atau memperdagangkan barang-barang. Karena itu perikatan hak atas merek merupakan perikatan sekunder yang selalu bergantung pada adanya perikatan primer, antara lain jual-beli perusahaan, pendirian perserikatan atau badan hukum.2. Metode Peneletian. Skripsi ini disusun dengan mengumpulkan data baik yang berupa data primer maupun sekunder. Sifat penelitian yang dilakukan adalah deskriptif analitis yaitu kegiatan yang bertujuan untuk mengetahui gambaran yang lebih jelas tentang suatu peristiwa/obyek. Untuk melengkapinya dipergunakan metode wawancara.3. Hal Yang Diketemukan a. Hak atas merek adalah merupakan hak kebendaan immateriil yang dapat dimiliki seseorang baik karena pendaftarannya maupun karena pemakaian yang sesungguhnya. b. Lisensi hak atas merek tidak dikenal dalam Undang-Undang merek 1961 karena ketentuan tersebut bertentangan dengan pasal 20 mengenai pemindahan hak. Dengan lisensi dimaksudkan pemberian izin untuk memakai merek kepada orang lain dengan persyaratan tertentu. Pemakaian oleh licensee penerima izin dianggap sebagai pemakaian oleh Licensor pemberi izin dan karena itu hak atas merek pendaftaran merek tetap ada pada Licensor. Walaupun Undang-Undang tidak mengatur, praktek pemberian lisensi menggunakan merek dagang ini hidup dan berkembang dalam masyarakat dan dituangkan dalam bentuk perjanjian I lisensi. Peranan penanaman modal asing dalam proses alih tehnologi sangat penting dalam pembangunanan ini sudah tentu memerlukan sarana hukum untuk melindungi kepentingan para pihak yang terlibat, antara lain perlindungan lisensi merek dagang dalam undang-undang nasional.4. KESIMPULAN DAN SARAN-SARAN Kesimpulan Lisensi merupakan segi perikatan berdasarkan perjanjian yang tidak dikenal dalam Undang-Undang Merek 1961, tetapi karena tidak dilarang oleh undang-undang, ketentuan tersebut sah dan mengikat para pihak berdasarkan asas kebebasan berkontrak. Saran-Saran Seyogyanya pemerintah segara mrnengajukan perubahan atas Undang-Undang Merek 1961, dalam mana ketentuan-ketentuan mengenai lisensi diatur didalamnya."

"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."

"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. "

"This study explored the effect of country of origin information on repurchase intention. Lea Jeans, an Indonesian jean brand which is currently being distributed in the Indonesian market, was used as the focus of the study. The effect of ?madein Indonesia? on repurchase intention of Lea Jeans was investigated through a survey, on a sample of 100 Indonesian consumers that both potential and current users of Lea Jeans.The research method that researcher used is descriptive. It means that the research is dscribed accurately using facts, spoken or written words, action, and visual images. The approach used in this research is quantitative approach. The goal is to try to find an understanding about the effect country of origin on tepurchaseintention. The research type is descriptive. The data collection technique used in this research is by reading the literature which focus on the research, observation, and intervies.The finding of this study contribute to the previous research on the effect of origin cue in brand knowledge and provide further insight into understanding consumer behavior. Examining this unexpected success of a less developed country brand in a market occupied by develop country brand points out that consumers don?t always associate products from less developed countries with low quality contrary to what the existing literature suggests."