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"Tesis ini membahas mengenai perbandingan ekuitas merek iPad dan Galaxy Tab berdasarkan sumber-sumer ekuitas merek, yaitu kesadaran merek dan asosiasi merek yang berhubungan dengan produk dan non-produk, serta tingkat loyalitas konsumen terhadap merek yang digunakan. Penelitian eksploratori ini menggunakan metode kualitatif dengan mengadopsi langkah-langkah wawancara ZMET (Zaltman Metaphor Elicitation Technique) dianalisa dengan menggunakan metode charting context dan menggunakan program ATLAS.ti.6.2. Hasil dari penelitian ini menyarakankan agar iPad dan Galaxy Tab meningkatkan kegiatan pemasaran masing-masing merek untuk membangun ekuitas merek masing-masing produk tersebut.

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The focus of this thesis research is to analyze the comparison of brand equity iPad and Galaxy Tab based on the sources of brand equity, brand awareness and brand associations that consist of product related and non-product related, and level of their brand loyalty. The objectives of this research are to explore the sources of brand equity two different tablet PC brands, iPad and Galaxy Tab, and to compare the strengths of each brand?s sources of brand equity. This exploratory study uses qualitative method that refers to the adoption of ZMET (Zaltman Metaphor Elicitation Technique) interview and analyzed by applying context charting as qualitative data analysis method and using qualitative analysis software (ATLAS.ti.6.2). The result of this study suggests each brand to increase their marketing activities in order to build their brand equity."

"Perkembangan inovasi teknologi yang terus berkembang untuk mendukung mobilitas masyarakat menjadi pendorong Apple dan Samsung dalam memproduksi produk baru yaitu Ipad 2 dan Samsung Galaxy Tab 10.1 Inchi. Apple dan Samsung adalah produsen gadget yang selalu bersaing untuk mencapai penjualan tertinggi disetiap negara di dunia. Merek Ipad 2 dan Samsung Galaxy Tab 10.1 Inchi adalah generasi kedua untuk menyempurnakan generasi sebelumnya. Ekuitas merek Apple dan Samsung merupakan rangkaian dari persepsi kualitas, kesadaran merek, loyalitas merek dan Asosiasi merek.Metode analisis yang digunakan adalah Uji T untuk mengetahui ekuitas merek Ipad 2 dan Samsung Galaxy Tab 10.1 Inchi di Jakarta. Hasil penelitian ini menyarankan perlunya melakukan analisis ini di kota-kota besar lainnya di Indonesia untuk mendapatkan hasil yang signifikan.

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The development of technological innovations that continued to evolve to supporting the mobility of society become the motivation of Apple and Samsung in producing new products that was Ipad2 and Samsung Galaxy Tab 10.1 inches. Apple and Samsung was the manufacturer of gadgets that were competing to achieve the highest sales in every country in the world. Ipad2 and Samsung Galaxy Tab 10.1inches is the second generation to improve the previous generation. Apple and Samsung's brand equity is a series of perceived quality, brand awareness, brand loyalty and brand associations.

The method of analysis used was Test E Tablet PC to know brand equity Ipad 2 and Samsung Galaxy Tab 10.1 inches in Jakarta. The results of this study suggest the need to perform this analysis in other big cities in Indonesia to obtain significant results."

"Tujuan penelitian adalah untuk mengetahui apakah antecedents dari internal brand equity yang dikembangkan oleh Baumgarth dan Schmidt (2010) memiliki pengaruh secara signifikan terhadap internal brand equity dari suatu perusahaan dan apakah internal brand equity memiliki pengaruh terhadap customer-based brand equity. Pada penelitian ini menggunakan sampel 280 responden karyawan dan 280 responden konsumen Bank Syariah Mandiri. Pengolahan analisis data menggunakan Structural Equation Model (SEM) dengan software Lisrel. Hasil analisis menunjukkan bahwa terdapat pengaruh brand orientation secara langsung terhadap internal brand equity, terdapat pengaruh brand orientation terhadap internal brand commitment, internal brand knowledge, internal brand involvement, serta terdapat pengaruh juga dari internal brand commitment dan internal brand knowledge terhadap internal brand equity. Akan tetapi internal brand involvement tidak memiliki pengaruh terhadap internal brand knowledge dan internal brand equity. Temuan hipotesis sembilan menggunakan analisis independent sample t-test menunjukan bahwa terdapat perbedaan nilai mean antara internal brand equity dan customer-based brand equity.

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This study aims to determine whether antecedents of internal brand equity developed by Baumgarth and Schmidt (2010) have significant effect on the internal brand equity and its relationship to customer-based brand equity. This study use sample from 280 respondents of employees and 280 respondents of consumers in Bank Syariah Mandiri. This study using Structural Equation Model (SEM) with software Lisrel to analyze the data.

The result show that brand orientation have a direct impact to internal brand equity, and then brand orientation have a significant impact to internal brand commitment, internal brand knowledge, internal brand involvement, and also internal brand commitment and internal brand knowledge has a significant impact on internal brand equity. Where as internal brand involvement proved to have no impact to internal brand equity and internal brand knowledge. For hypothesis nine, this study use independent sample t-test, proved to internal brand equity have different mean with customer-based brand equity."

"Perkembangan dunia ekonomi dan bisnis sekarang mengalami pergeseran paradigma, mulai dari ekonomi berbasis sumber daya hingga ekonomi berbasis pengetahuan. Akibatnya, salah satu dari sekian banyak industri yang berpotensi untuk dapat dikembangkan dan dapat berkontribusi terhadap perekonomian Indonesia adalah sektor industri kreatif. Penelitian ini bertujuan untuk mengembangkan kerangka konseptual ekuitas merek berbasis pengunjung dalam konteks festival. Secara khusus, penelitian ini menguji praktik perilaku pengunjung festival berdasarkan hubungan antara dimensi ekuitas merek brand awareness, brand image, brand quality, perceived value dan brand loyalty dengan objek penelitian festival musik jazz tertua di Indonesia Jazz Goes to Campus dan Festival musik jazz terbesar di Indonesia Java Jazz Festival. Hasilnya diuji dengan menggunakan structural equation model SEM dengan bantuan software LISREL 8.51. Temuan dari hasil penelitian menunjukkan bahwa terdapat interaksi antara dimensi ekuitas merek kecuali interaksi antara brand awareness terhadap perceived value, brand image terhadap brand quality dan brand quality terhadap perceived value.

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The world's development of economic and business is now experiencing a paradigm shift, from resource based economy into a knowledge based economy. As a result, one of numerous industries that have the potential to be able to develop and can contribute to the Indonesia's economy is the creative industry sector. This research aims to develop a conceptual framework of visitor based brand equity in the festival context.

Specifically, this study examines festival visitors behavioral practices based on the relationships among the brand equity dimensions brand awareness, brand image, brand quality, perceived value and brand loyalty with the research object of Indonesia's oldest jazz music festival Jazz Goes to Campus and Indonesia's biggest jazz music festival Java Jazz Festival.

The results are tested using structural equation modelling with the help of LISREL 8.51 software. Findings from the result showed that there is interactions among brand equity dimensions except for interaction between brand awareness to perceived value, brand image to brand quality and brand quality to perceived value."

"Dalam tesis ini, dilakukan pengujian terhadap elemen bauran pemasaran yang dilakukan oleh Dian Pelangi sebagai merek pakaian muslim (hijab fesyen) terhadap ekuitas merek. Penelitian ini bertujuan untuk menganalisis elemen bauran pemasaran yang mempengaruhi pembentukan ekuitas merek melalui dimensi-dimensi pembentuk ekuitas merek. Metode penentuan sampel yang digunakan non-probability sampling dengan teknik pengumpulan data menggunakan teknik convenience sampling pada wanita muda baik mahasiswi maupun yang sudah bekerja dan menggunakan hijab. Teknik pengolahan data menggunakan Structural Equation Model (SEM) dengan aplikasi program LISREL 8.7. Hasil penelitian menunjukkan dari 330 responden ditemukan bahwa produk, distribusi, dan promosi berpengaruh positif terhadap pembentukan ekuitas merek, sedangkan harga tidak akan mempengaruhi persepsi kualitas target pasar Dian Pelangi.

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This thesis examined elements of the marketing mix which is done by Dian Pelangi as a brand of Muslim clothing (hijab fashion) on brand equity. This study aims to analyze the elements of the marketing mix affects as the formation of brand equity through dimensions of brand equity. Sampling methods is non-probability sampling with techniques of data collection using convenience sampling technique on both university students and young women who are already working and using hijab. Data analysis techniques is using Structural Equation Model (SEM) with LISREL 8.7 as an application program. The results showed that out of 330 respondents found the product, distribution, and promotion have positive influence on the formation of brand equity, while price will not affect the perceived quality of the target market Dian Pelangi."

"Suatu perubahan yang dilakukan meskipun hanya sedikit ataupun terlihat kecil (atau dapat dikatakan tidak terlalu mencolok), tetapi tetap saja akan sangat berpengaruh kepada banyak hal; untuk saat ini dan nantinya. Penelitian ini mengambil studi kasus mengenai perubahan logo yang telah dilakukan oleh Unilever terhadap merek / produk AXE. Perubahannya hanya sebatas pada karakteristik huruf AXE itu sendiri dimana dari observasi respondensi yang dilakukan sebelum mengarah pada sampel populasi yang lebih representatif, ternyata kebanyakan orang yang mengetahui (setidaknya pernah melihat ataupun mendengar) tentang merek AXE; baik buyer maupun user, menunjukkan kecenderungan tidak menyadari akan perubahan logo tersebut. Berdasarkan fenomena ini dilakukanlah konstruk penelitian dengan acuan Brand Element (yang memiliki kriteria pembentukan: Memorability, Meaningfulness, Likeable, Transferable, Adaptability, dan Protectability) terhadap keseluruhan performa dari logo baru AXE dibandingkan dengan logonya yang lama.

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A change taken even just a little (less significant), but still it would be devastating to many things; now or other time. This research takes a case study on the logo's change which has been carried out by Unilever on AXE's brand / product. The change is limited to the characteristics of the AXE letter itself where correspondence from the observations made before leads to a more representative population samples, most people who know (or at least had seen or heard) about the AXE's brand; both buyers and users, showed a tendency not aware of the change in the logo. Based on this phenomenon conducted this study to construct a reference Brand Element (its formation criterias: Memorability, Meaningfulness, Likeable, Transferable, Adaptability, and Protectability) to the overall performance of the new logo of AXE compared with its old logo."

"ABSTRAKTesis ini membahas proses pembentukan brand personality melalui aktivitasadvertising. Brand personality merupakan salah satu elemen dari merek yangmemberikan kehidupan bagi merek tersebut. Pola pikir konsumen di Indonesiasemakin berkembang dari tahun ke tahun. Konsumen sekarang membedakanmasing-masing merek yang dilihat berdasarkan personality yang berbeda. Pentinguntuk pemilik brand, tidak hanya membuat personality brand tersebut kuat tetapijuga membuat personality yang sesuai dengan karakter pengguna dari brandtersebut. Konsumen cenderung memilih suatu brand yang memiliki personalityyang sesuai dengan konsep diri mereka. Hal inilah yang mendasari penulis inginmenggambarkan elemen-elemen brand dan iklan televisi yang menjadi dasarpembentukan brand personality. Penelitian ini berusaha menguraikan awareness,association, dan personality dari Awareness Pocari Sweat. Oleh karena itupenelitian ini bersifat eksploratif analitis dan deskriptif dengan sampel penelitianyaitu target utama konsumen Pocari Sweat berusia15-25 tahun. Hasil penelitianini didapatkan bahwa sifat aktif, ceria, semangat, dan akrab adalah brandpersonality dari Pocari Sweat. Penelitian ini menyarankan bahwa diperlukankonsistensi dan integrasi kegiatan pemasaran yang dilakukan untuk memperkuatbrand personality dari Pocari Sweat, penguatan elemen ion sebagai keunggulanPocari Sweat dibandingkan dengan minuman isotonik lain. Selain itu penulismenyarankan untuk mereview elemen iklan yaitu endorser dan tagline dalamiklan televisi Pocari Sweat versi beach house karena dikhawatirkan mengurangiesensi isi pesan dalam iklan tersebut.

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ABSTRACTThis thesis discusses the formation of brand personality throughadvertising activity. Brand personality is one of the elements of the brand thatgives life to the brand. The mindset of consumers in Indonesia is growing fromyear to year. Consumers nowadays, differentiate the brand by individualpersonality. It is important for brand owners, not only to make the strongpersonality for the brand but also makes the personality fit with the character ofthe user. Consumers tend to choose a brand that has a personality that fit withtheir self-concepts. This is underlies the writer to describe the brand and televisionadvertisements element which became the basis of the brand personalityformation. This research tries to elaborate awareness, association, and thepersonality of Pocari Sweat. Therefore, this study is exploratory and descriptiveanalytical, using the main target consumers Pocari Sweat berusia15-25 years as asample. The results of this study found that active, cheerful, spirit, and intimate/familiar are brand personality of Pocari Sweat. This research suggests that PocariSweat need consistency and integration of marketing activities to make brandpersonality becoming more powerfull impact, strengthening “Ion” as PocariSweat element to make a differentiation compared to other isotonic drinks.Moreover, the authors suggest to review TVC element such as endorser “JKT48”and tagline “Youth Sweat Beautiful” in this Pocari Sweat TVC beach houseversion, because there is a possibility distract the essence of the message in the ad."

"Tesis ini membahas tentang membangun suatu merek pada bisnis baru yang membutuhkan waktu cukup lama, dan biasanya pada bisnis baru tersebut selalu menghadapi dilemma apakah ingin mengembangkan identitias merek mereka, ekspansi atau membuka cabang lebih banyak dan mengembangkan produk baru. Untuk membangun suatu identitas merek bisa dengan membuat logo, slogan, bahasa yang digunakan, produk atau jasa yang ditawarkan, seragam perusahaan,dan lain-lain. Berdasarkan hasil penelitian pada Nordhenbasic, pengaruh brand identity design terhadap proses pembentukan brand awareness cukup baik walaupun masih banyak kekurangan yang harus diperbaiki.

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This thesis tries to discuss about how to build a brand in a new business that usually takes time. A new business usually faces a dilemma, which is to develop their brand identity, expansion which means opening more outlets, or developing a new product. Brand identity can be built by creating logo, slogan, language, product or services that are offered, uniform, etc. Based on the research on Nordhenbasic, the influences of brand identity design on the process of creating brand awareness are good enough, although there are still got a lot of minuses that should be fixed."

"ABSTRAKPenting bagi suatu perusahaan taksi untuk menjaga brand image-nya karena dapatmenjadi preferensi utama konsumen dalam membuat keputusan. Brand imagebenefits memiliki 5 dimensi yaitu, functional, symbolic, social, experiential, danappearance enhances, yang diukur untuk melihat pengaruhnya terhadap kepuasandan loyalitas konsumen. Penelitian terhadap 120 responden konsumen taksi BlueBird menemukan bahwa brand image benefits berpengaruh terhadap overallsatisfaction dalam dimensi functional, experiential, dan appearance enhances.Brand image benefits pada dimensi experiential, dan appearance enhancesberpengaruh terhadap loyalty intention. Loyalty intention berpengaruh terhadapoverall satisfaction. Brand image benefits mempengaruhi loyalty intention viaoverall satisfaction, dengan full maupun partial mediation.

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ABSTRACTIt is important for a taxi company to maintain its brand image, because it can bemain preference for consumers. Brand image benefits has 5 dimensions,functional, symbolic, social, experiential, and appearance enhances, that measuredto identify its effects to satisfaction and loyalty. From 120 Blue Bird consumers,showed that brand image benefits significantly affect overall satisfaction infunctional, experiential, and appearance enhances dimensions. Brand imagebenefits in experiential, and appearance enhances has a significant effect onloyalty intention. Loyalty intention does influence overall satisfaction. Brandimage benefits acts on loyalty intention via overall satisfaction by full and partialmediation."

"[Tujuan dari penelitian ini adalah untuk mengetahui bagaimana hubungan yang terbangun antara merek dan pelanggannya melalui komunitas brand online khususnya facebook fanpage, dalam kasus ini ialah Joko Widodo dan pemilihnya. Bagaimana variabel di dalam fanpage dapat mempengaruhi kengininan untuk memilih Jokok Widodo.Data untuk riset ini diperoleh dengan convenience sampling dan warga JABODETABEK yang menjadi sampelnya, sekitar 320 responden telah diambil untuk menjadi sampel. Tes hipotesis dilakukan dengan menggunakan SPSS 11.5 untuk windows.Penelitian ini menggunakan Facebook fanpage Joko Widodo sebagai salah satu alat kampanye beliau ketika dan setelah pemilu presiden yang lalu.Hasil dari riset ini menunjukkan pada akhirnya komponen ? komponen yang ada dapat mempengaruhi keinginan untuk memilih Jokowi. Hasil yang terdapat pada penelitian ini diharapkan berguna untuk penelitian berikutnya yang membahas kasus ini dan juga memberikan dampak positif terhadap konsultan marketing dan politik dan juga tim sukses dari figure politik dalam mengevaluasi bagaimana mereka me-manage strategi marketing mereka di media social terutama facebook fanpage.;The purpose of this study is to recognize how is the relationship that built through online brand community such as facebook fanpage between brand and consumers, in this case Joko Widodo and his voters. How the variables in the fanpage can affect willingness of voters to vote for Joko Widodo. Convenience sampling was used from JABODETABEK and around 320 respondentshas been taken. The hypotheses are tested by utilizing regression using the SPSS 11.5 for Windows. This research assesses Joko Widodo Facebook Fanpage as one of his campaign tools during and after the presidential election to gain voters sympathy.The results show that the components in the facebook fanpage in the end affect the willingness to vote of Jokowi?s facebook fanpage members. The findings in this research are useful for further research in this topic and also benefit the marketing or politic consultant and political figure?s campaign team to make an evaluation of how they manage their marketing strategy in social media especially in facebook fanpage., The purpose of this study is to recognize how is the relationship that built through online brand community such as facebook fanpage between brand and consumers, in this case Joko Widodo and his voters. How the variables in the fanpage can affect willingness of voters to vote for Joko Widodo. Convenience sampling was used from JABODETABEK and around 320 respondentshas been taken. The hypotheses are tested by utilizing regression using the SPSS 11.5 for Windows. This research assesses Joko Widodo Facebook Fanpage as one of his campaign tools during and after the presidential election to gain voters sympathy.The results show that the components in the facebook fanpage in the end affect the willingness to vote of Jokowi’s facebook fanpage members. The findings in this research are useful for further research in this topic and also benefit the marketing or politic consultant and political figure’s campaign team to make an evaluation of how they manage their marketing strategy in social media especially in facebook fanpage.]"