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"Penelitian ini membahas pengaruh yang diberikan oleh asosiasi merek terhadap respon konsumen setelah melakukan pembelian pada koran SINDO. Dimensi pengukuran pada asosiasi merek berasal dari fungsi merek yaitu garansi,identifikasi pribadi dan identifikasi sosial untuk diukur pengaruhnya terhadap respon konsumen dalam merekomendasikan merek kepada orang lain dan kesediaan menerima perluasan merek. Tujuan dari penelitian ini adalah untuk melihat pengaruh yang diberikan oleh asosiasi merek terhadap respon konsumen. Penelitian ini adalah penelitian kuantitatif dengan jenis penelitian eksplanatif. Pada penelitin ini asosiasi merek konsumen pada koran SINDO berpengaruh sebesar 37.5% terhadap respon konsumen. Hasil penelitian menunjukkan bahwa asosiasi merek berpengaruh signifikan terhadap respon konsumen pad Koran SINDO di Wilayah Jakarta Timur.

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This thesis discusses about the effect of brand associations on consumer response after making a purchase at SINDO newspaper. Diementions of measurement used in the brand association comes from the brand fuction warranty, personal identification, and social identification what will measures effects on consumer response in recommending the brand to others and a willingness to accept the brand extention.

The purpose of this research is to show the effect of brand association on consumer respon. This research is quantitative research with explanatory type of research. This study suggests that consumers associate of the SINDO newspaper brand influence the consumer response for 37.5%. The results showed that the brand association of SINDO newspaper affect consumer response significantly."

"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."

"Skripsi ini mengadopsi dari penelitian yang pernah dilakukan mengenai pengaruh Asosiasi Merek terhadap Respon Konsumen. Tujuan utama dari skripsi ini adalah untuk mengetahui bagaimanakah pengaruh aspek Asosiasi Merek yang terdiri dari Guarantee Function, Personal Identification Function, Social Identification Function, dan Status Function terhadap Intensi Pembelian konsumen Stellar Neckwear. Penelitian ini menggunakan sampel yang diambil dari konsumen yang sudah pernah membeli produk di Stellar Neckwear. Metode yang digunakan dalam skripsi ini adalah Analisis Regresi Berganda. Penelitian ini juga dilengkapi dengan analisis pelengkap Celebrity Endorser untuk mencari selebriti yang cocok menjadi endorser Stellar Neckwear. Hasil penelitian ini menunjukan bahwa hanya satu aspek Asosiasi Merek yaitu Guarantee Function yang memiliki pengaruh siginifikan terhadap Intensi Pembelian. Sedangkan aspek Personal Identification Function, Social Identification Function, dan Status Function tidak memiliki pengaruh signifikan terhadap Intensi Pembelian.

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This thesis is adopted from the studies that have been conducted on the effect of brand associations on consumer response. The main objective of this thesis is to investigate how aspects of the brand associations such as Guarantee Function, Personal Identification Function, Social Function Identification and Status Function influence of consumer purchase intention Stellar neckwear.

This study used samples taken from consumers who have bought products on Stellar neckwear. The method used in this paper is a multiple regression analysis. The study also comes with a complementary analysis Celebrity endorser to find a celebrity endorser that matching with Stellar Neckwear.

These results indicate that just one aspect of Brand Association, Guarantee Function, has a significant influence on purchase intention. While the other aspects Personal Identification Function, Social Identification Function and Status Function have no significant effect on purchase intention."

"Tujuan penelitian ini adalah untuk menganalisis asosiasi merek dan keputusan pembelian konsumen iPhone Penelitian ini menggunakan pendekatan kuantitatif Sampel dalam penelitian ini adalah 162 mahasiswa I FISIP UI pengguna iPhone Dengan menggunakan metode non probability sampling serta teknik purposive Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan analisis statistik deskriptif Hasil penelitian ini menunjukan bahwa merek iPhone dinilai memiliki asosiasi asosiasi di benak konsumennya dan dimensi dimensi asosiasi merek merupakan salah satu faktor yang melatar belakangi keputusan pembelian konsumen iPhone.

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The objective of this research is to analyze the brand association and the consumer purchase decision of iPhone This research applied quantitative approach The samples of this research is 162 students of FISIP UI that were iPhone users collected using non probability sampling and purposive technique This research used questionnaire as research instrument and analyzed with descriptive statistical analysis

The results of this research indicate that the iPhone rsquo s brand associations has embedded in the minds of consumers and the dimensions of brand association is one of the background factors of consumer rsquo s purchasing decision of iPhone."

"Tujuan dari studi ini adalah untuk mengidentifikasi atribut utama yang membentuk faktor laten asosiasi merek, nilai produk, dan kualitas pelayanan, pengaruh ketiga faktor tersebut terhadap kepuasan, dan hubungannya dengan retensi konsumen, khusus untuk motor merek Honda di Jakarta. Di dalam penelitian ini, penulis menyebarkan kuesioner kepada 115 orang responden melalui metode survei yang digabungkan dengan interview yang mendalam. Hasil penelitian mengindikasikan adanya hubungan dan pengaruh antara kepuasan dan retensi konsumen yang dipengaruhi oleh asosiasi merek, nilai produk, dan kualitas pelayanan.Penulis berpikir bahwa topik dalam penelitian adalah cukup menarik untuk diinformasikan kepada para profesionaI, pelajar, dan pengguna motor. Informasi yang tepat dan akurat dari hasil penelitian ini dapat dijadikan sebagai acuan bagi pebisnis maupun konsumen untuk beraktifitas. Hal ini cukup beralasan oleh karena pangsa pasar motor Honda di Indonesia mencapai 40 persen. Peneliti berasumsi bahwa Honda tetap bertahan sebagai pemimpin pasar dan berhasil mengatasi para kompetitornya, disebabkan oleh karena kemampuannya dalam mengintegrasikan kualitas produk dan pelayanan konsumen secara efektif dan tepat guna.

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The objective of this study is to examine the effect and co-relationship between brand associations, product value, and service quality on satisfaction and it's correlation to customer retention in motor bike Honda's brand. In conducting the survey, the authors distributed the questioners to 115 respondents by using data collection techniques i.e self-administered questioners and depth interview. Findings indicate that there is a relationship between customer satisfaction and retention which affected by brand associations, product value, and service quality.

Author think that the topic of this research is very interested to be informed for professionals, students, and consumer. As we know that Honda is once of the powerful brand in Indonesia. It's market share holds at least 40 percent of total motor bikes sales in Indonesia. The authors suggests that in order to retain it's brand image, Honda have maintained it's product quality and service quality. That is one of important reason why Honda still a market leader.

The result of this study findings the significance effect of brand associations, product value, and service quality to satisfaction. Then, the satisfaction causing customer to retent on the same brand for next buying in different product variant."

"Lebih dari satu dekade silam, Iiteratur manajemen pemasaran menekankan pada pemasamn relasional. Berdasarkan perspektif pemasaran relasional, kepercayaan dan komitmen konsumcn dipandang sebagai kunci utama dalam mcngcndalikan suatu hubungan relasional. Dilihat clalam konteks hubungan konsumen dengan merek, maka satisfaksi merek, kepercayaan merek dan komitmen konsumen mempakan konstruk yang mempengaruhi intensi berpcrilaku konsumen yaitu intensi advokasi dan intensi pembelian kembali. Penelitian ini secara umum bemguan untuk mengetahui hubungan antara satisthksi merek, kepcrcayaan merek, komitmen konsumen dan intensi bcrprilaku konsumen yaitu intensi advokasi dan intensi pembelian kembaii. Scbagai rcsponden pada penelitian ini adalah konsumen susu anak merek Pediasnre yang berada di wilayah Jakarta Pusat. Setelah dilakukau pengumpulan data, selanjutnya data dianalisa menggunakan regresi sederhana dan berganda. Hasil dari pcnclitian ini membuktikan bahwa satisfaksi merelc berpengaruh positif terhadap kepercayaan merek. Kemudian kepercayaan merek dan satisfaksi merek berpengaruh positif pada komitmen konsumen. Dari hasil penelitian menunjukkan bahwa komitmen konsumen bcrpcran panting dalam mempengaruhi intensi berprilaku konsumen. Kominmen konsumen mempakan mediator parsial dari pengamh satisfaksi merek terhadap inlensi advoknsi. Namun demikiun komitmen konsumen merupakan mediator scpcnulmya dari pengamh satisfaksi merck terhadap intensi pembelian kembali. Komilmen konsumen berpengaruh positif terhadap intensi advokasi, sedangkan komitmcn konsumcn tidak beipengamh (signitikan) terhadap intensi pembelian kembali. Penelitian ini diharapkan dapat memberikan berbagai implikasi manajcrial bagi PT. Abbott Indonesia sebagai produsen susu merek Pediasure, untuk lebih meningkatkan peran kornitmen konsumcn untuk meningkatkan intcnsi pembelian kembali dan intensi advokasi melalui program customer relationship ma:&eting (CRM). Misalnya _dengan mengiximkan kartu ucapan selamat ulang tahun, bekerjasama dengan klinik gizi atau mmah sakit ibu dan anak unluk memamau secara berkala perkembangan gizi pasien anak-anak setelah menjalani masa pcnycmbuhan. Selain itu sebagai saran berkomunikasi bagi para konsumen Pediasure juga dapat saling berbagi informasi melalui website khusus, dimana pada website ini mercka dapat meng-update infonnasi terbaru, melakukan testimonial, atanpun sekedar chatting.

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Over the past decade, the marketing management literature have emphasized at relationshuv marketing. Relationship marketing has established that tnzst and commitment are the key determinant in the relationshhz In the context of bussiness- to-consumer, which is, the relationship between brand and customer, brand satijaction, brand trust, and commitment are related to behavioral intentions. This research use two behavioral intention, which are, advocate intention ond repurchase intention.

This research examined the relationship between brand satisfzction, brand trust, customer commitment and behavioral intention, which are, advocate intention and repurchase intention. The unit sample of this research is Pediasure 's customer in central Jakarta. The data was collected and then being analyzed using simple and multiple regression. The result proved that brand sati.%ction positiveh/ related to brand tmst, brand trust had positive aject on customer commitment, and also brand satisfaction had positi ve aféct on customer commitment.

The result also found that customer commitment as partial mediator on brand satisfaction and advocate intention. Meanwhile, customer commitment julbf mediated the relationship between brand satisfaction and repurchase intention. Customer commitment had positive aject on advocate intention, but it had not signgfcantly aject the repurchase intention.

This research is expected to give various mangertol implication to PT Abbott Indonesia as the producer of Pediasure, about the role play of customer commitment to increase repurchase intention and advocate intention through the atstomer relationshm marketing (CRM) program. For exanuzle, birthday card and link to the nutrition clinique and mother and child hospital to monitor the progress of the healing process of pediatric patients: As a media of communication between Pediasure ‘s customers, there ts a website, they can share information, updating the latest news about Pediasure, giving testimonials, or just for little chat."