Hasil Pencarian  ::  Simpan CSV :: Kembali

"ABSTRAKTesis ini membahas tentang pengaruh customer perceived value, brandimage, dan switching costs terhadap niat konsumen untuk menggunakan (intentionto use) brand Indosat Mentari. Penelitian ini merupakan penelitian kuantitatifberupa descriptive research. Model yang digunakan dalam penelitian ini mengacupada model penelitian yang digunakan oleh Ogwo & Igwe (2012) serta Asiegbu,Igwe, & Iruka (2012). Sementara untuk mengukur customer perceivedvaluedigunakan pengukuran PERVAL (perceived value) yang dikembangkan olehSweeney & Soutar (2001) dengan melihat dimensi nilai dari perceived value yaituemotional value, social value, monetary value, serta convenience value. Hasilpenelitian ini menemukan bahwa dimensi dari customer perceived value, yaitumeliputi nilai fungsional (kinerja/kualitas), nilai fungsional (harga), nilai sosial,serta nilai emosional, memiliki pengaruh yang signifikan dan positif terhadap niatkonsumen untuk menggunakan. Sementara switching costs dan brand image tidakmemiliki pengaruh yang signifikan terhadap niat konsumen untuk menggunakan.

---

ABSTRACTThis thesis discusses the influence of customer perceived value, brandimage, and switching costs on consumer’s intention to use brand Indosat Mentari.This research is a descriptive quantitative research. The model used in this studyrefers to the research model used by Ogwo & Igwe (2012) and Asiegbu, Igwe, &Iruka (2012). As for measuring the customer perceived value using PERVALmeasurement that was developed by Sweeney & Soutar (2001) by looking at thevalue dimensions of perceived value, they are emotional value, social value,monetary value, and convenience value. The results of this study found that thedimensions of customer perceived value, which includes the functional value(performance/quality), functional value (price), social value, and emotional value,has a significant and positive impact on consumer’s intention to use. Whileswitching costs and brand image do not have a significant impact on consumer’sintention to use."

"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.

---

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."

"ABSTRAKBrand Equity merupakan variabel yang dapat digunakan oleh perusahaan yang bergerak di industri teknologi untuk menilai seberapa kuatnya atau seberapa terkenalnya sebuah merek. Penelitian ini bertujuan untuk mengetahui pengaruh dari usability, social value, dan pleasure in use terhadap brand equity pada smartphone bermerek iPhone. Penelitian ini melibatkan 290 responden dari seluruh Indonesia yang memiliki dan menggunakan iPhone dalam minimal 6 (enam) bulan terakhir. Pengolahan data dilakukan dengan menggunakan Structural Equation Modeling (SEM). Hasil penelitian ini menunjukkan bahwa usability dan pleasure in use memiliki pengaruh positif terhadap brand equity pada smartphone bermerek iPhone, sedangkan social value tidak berpengaruh terhadap brand equity pada smartphone bermerek iPhone.

---

ABSTRACTBrand Equity is a variable that can be used by companies engaged in the technology industry to increase its strength or support the brand's popularity. This study aims to know the effect of usability, social value, and pleasure in and Pleasure in Use, Against Brand Equity on iPhone. This study involved 290 respondents from all over Indonesia who owned and used iPhones in the last 6 (six) months. Data processing is done by using Structural Equation Modeling (SEM). The results of this study indicate that usability and pleasure in use have a positive influence on brand equity in iPhone, while social values do not affect brand equity on iPhone. "

"Penelitian ini membahas mengenai pengaruh country of origin image terhadap pembentukan brand equity pada salah satu produk otomotif, yaitu kendaraan roda dua dengan mengambil studi kasus pengguna sepeda motor Bajaj Pulsar. Dalam penelitian ini, pengolahan data dilakukan dengan menggunakan Structural Equation Modeling dengan program LISREL 8.5. Hasil penelitian ini menunjukkan bahwa country of origin image mempunyai pengaruh positif serta signifikan terhadap sumber brand equity. Selain itu sumber brand equity yang merupakan variabel mediasi terdiri dari tiga variabel, yaitu brand distinctiveness, brand loyalty, dan brand awareness. Hanya variabel brand loyalty yang mempunyai pengaruh positif serta signifikan terhadap brand equity. Sebaliknya country of origin image tidak mempunyai pengaruh signifikan terhadap brand equity. Interpretasi, limitasi, dan implikasi manajerial akan didiskusikan lebih lanjut.

---

This research investigates the effect of country of origin image on the formation of brand equity on one of the automotive product, specifically in two-wheeled vehicle. The case study used is Bajaj Pulsar Motorcycle. In this research, Structural Equation Modeling (SEM) with LISREL 8.5 program has been used to process the data. The result shows that country of origin image has a positive and significant effect on brand equity dimensions. Furthermore, among three mediating variables of brand equity dimensions (those are brand distinctiveness, brand loyalty, and brand awareness/associations), it is proven that there is only one mediating variable, brand loyalty, which has a positive and significant effect on brand equity. However, it is found that country of origin image has not significant effect on brand equity. Interpretations, limitations, and managerial implications are discussed further."

"Penelitian ini bertujuan untuk mengetahui hal yang menpengaruhi minat pembelian konsumen terhadap perangkat Apple Watch di Indonesia, berdasarkan faktor - faktor yang terbentuk, seperti: Perceived Usefulness, Perceived Ease of Use, Brand Image, dan Attitude towards Using Apple Watch. Data diperoleh dari penyebaran kuesioner kepada 250 responden, pria dan wanita berkewarganegaraan asli Republik Indonesia, dengan usia berkisar antara 17-30 tahun yang merupakan pengguna iPhone khususnya di wilayah Jabodetabek. Analisis data dilakukan menggunakan software Lisrel 8.80, dengan metode Structural Equation Modeling atau SEM. Hasil penelitian ini menunjukan bahwa terdapat pengaruh secara langsung pada perceived usefulness terhadap attitude towards using Apple Watch, brand image terhadap attitude towards using Apple Watch, attitude towards using Apple Watch terhadap purchase intention, dan perceived ease of use terhadap perceived usefulness. Selain itu juga terdapat beberapa variabel yang tidak memiliki pengaruh satu sama lain, yakni perceived ease of use terhadap attitude towards using Apple Watch, perceived usefulness terhadap purchase intention, dan brand image terhadap purchase intention. Kata kunci: Perceived Usefulness, Perceived Ease of Use, Brand Image, Attitude Towards Using Apple Watch, Purchase Intention.

---

This study aims to analyze factors which influence consumers 39 purchase intention to use Apple Watch, based on factors performed, such as Perceived Usefulness, Perceived Ease of Use, Brand Image, and Attitude towards Using Apple Watch. Data were collected using questionnaire which distributed to 250 respondents, aiming for man and woman from 17 to 30 years old who are using iPhone as their smartphones in Indonesia especially in Jabodetabek. Lisrel 8.80 is used to analyze the data, with Structural Equation Modeling SEM method. The result of this research shows that perceived usefulness has a direct impact on attitude towards using Apple Watch, brand image has a direct impact on attitude towards using Apple Watch, attitude towards using Apple Watch has a direct impact on purchase intention, and perceived ease of use has a direct impact on perceived usefulness. Futhermore, the result of this research also finds that perceived ease of use does not have a direct impact on attitude towards using Apple Watch, perceived usefulness does not have a direct impact on purchase intention, and brand image does not have a direct impact on purchase intention. Keywords Perceived Usefulness, Perceived Ease of Use, Brand Image, Attitude towards Using Apple Watch, Purchase Intention."

"ABSTRAKTesis ini membahas bagaimana citra celebrity endorser yaitu Ariel ?Noah? mempengaruhi brand image yang terdiri dari favorability, strength, dan uniqueness of brand association produk XL bebas terhadap purchase decision konsumen. Brand image dari produk XL akan terbentuk di dalam persepsi konsumen berdasarkan citra dari Ariel ?Noah? yang diketahui memiliki kasus video seksual. Setelah menuntaskan masa hukumannya , Ariel kembali berkarya dan digunakan PT. XL Axiata Tbk. sebagai endorser dengan menyesuaikan tema produk sesuai kebebasan Ariel yaitu XL Bebas. Berdasarkan hasil penelitian, diketahui bahwa terdapat pengaruh antara credibility dan attractiveness celebrity endorser terhadap brand image. 2 faktor brand image yaitu favorability dan strength of brand association berpengaruh terhadap purchase decision. Namun salah satu bagian brand image yaitu uniqueness of brand association diketahui tidak berpengaruh terhadap purchase decision konsumen.

---

ABSTRACT

This tesis discusses how the affect of celebrity endorser image Ariel ?Noah? affect brand image consisting favorability, strength, and uniqueness of brand association on consumer purchase decision for XL Bebas product. Brand Image of XL will be formed based on the consumer's perception of the image of Ariel "Noah" whose known having sex video case. After completing his sentence, Ariel back to work and hired by PT. XL Axiata Tbk. as a product endorser of XL Bebas to make same theme according to Ariel freedom. Based on this research, it is known that the result are significant between celebrity endorser credibility and attractiveness of the brand image. 2 factors of brand image, namely favorability and strength of brand association have influenced on purchase decision. But one part of the brand image called the uniqueness of brand association didn?t have any affect on consumers purchase decision."

"Penelitian ini bertujuan untuk memahami hubungan antar empat dimensi yang ada pada kerangka konsep customer-based brand equity (CBBE) dalam konteks acara edukasi dan juga untuk mengetahui jenis hubungan yang ada diantara dimensi event brand value (EBV) dan event brand loyalty (EBL). Analisis jalur digunakan dalam penelitian ini untuk menguji ke-6 pernyataan hipotesis. Setelah melakukan pengolahan data kuisioner dengan bantuan perangkat lunak IBM SPSS Statistics 21 (N = 298), hasil penelitian mengindikasikan bahwa seluruh konstruk dapat dinyatakan valid dan reliabel. Dimensi event brand loyalty (EBL), dipengaruhi secara langsung oleh dimensi event brand image (EBI), event brand value (EBV), dan terlebih secara kuat oleh event brand quality (EBQ). Penelitian ini berguna bagi pihak-pihak penyelenggara acara edukasi (seperti seminar) yang ingin meningkatkan event brand equity serta penelitian ini turut memperkaya literatur ilmiah untuk pengembangan profesi humas.

---

This research aimed to understand relationship between dimensions that exist on customer-based brand equity (CBBE) concept in the context of educational event and to examine the relationship between event brand value and event brand loyalty. Path analysis technique was used to test the 6 hypothetical statements. Questionnaires were analyzed (N = 298), results indicated that all questions on the questionnaire was valid and reliable to test the 4 constructs. Event brand loyalty (EBL) was proven directly affected by event brand image (EBI), event brand value (EBV), and moreover, proven highly influenced by event brand quality (EBQ). This research is useful for educational events organizers that care about event brand equity and also contributes to the development of public relations profession."

"Penelitian ini bertujuan untuk menganalisis pengaruh psychological traits, yang terdiri dari dimensi value consciousness, susceptibility to normative influence, dan need for uniqueness, terhadap brand attitude dan purchase intention pada produk sportswear bermerk masstige dengan generasi Y sebagai sampel penelitian. Selain itu, penelitian ini juga menguji variabel moderasi consumer knowledge pada pengaruh need for uniqueness terhadap brand attitude. Penelitian ini menggunakan brand Nike sebagai studi kasus. Hasil studi dengan menggunakan metode Structural Equation Modelling menunjukkan bahwa value consciousness dan susceptibility to normative influence memiliki pengaruh signfikan terhadap brand attitude generasi Y pada produk sportswear bermerk masstige. Variabel brand attitude juga terbukti memiliki pengaruh yang signifikan terhadap purchase intention produk sportswear Nike. Di sisi lain, need for uniqueness terbukti tidak memiliki pengaruh yang signifikan terhadap brand attitude. Lebih lanjut, consumer knowledge juga tidak terbukti memoderasi pengaruh need for uniqueness terhadap brand attitude.

---

The purpose of this research is to analyze the effect of psychological traits on brand attitude and purchase intention towards masstige branded sportswear products in Generation Y. The dimensions of psychological traits analyzed in this study are value consciousness, susceptibility to normative influence, and need for uniqueness. In addition, this study also examines the moderating effect of consumer knowledge on the influence of need for uniqueness towards brand attitude. This study uses Nike sportswear as the case study and the Structural Equation Modeling method to analyze the data. Result of this study indicates that the value consciousness and susceptibility to normative influence have a significant effect on brand attitude of Generation Y towards masstige branded sportswear products. The result also shows that brand attitude does have a significant effect towards purchase intention of Nike sportswear products. On the other hand, the need for uniqueness is not proven to have a significant effect towards brand attitude. Furthermore, consumer knowledge is also not proven to moderate the influence of need for uniqueness towards brand attitude."

"Penelitian ini bertujuan untuk mengetahui pengaruh dari faktor-faktor pembentuk culinary brand equity, yaitu pengaruh dari brand image, perceived quality, brand awareness, dan brand loyalty terhadap revisit intentions dengan destination familiarity sebagai variabel moderasi. Responden adalah wisatawan yang pernah mengunjungi kota Yogyakarta sebanyak 101 responden dan diolah dengan analisis regresi menggunakan SPSS. Hasil penelitian ini menunjukkan bahwa brand image, perceived quality, dan brand awareness tidak memiliki pengaruh signifikan terhadap revisit intention, akan tetapi brand loyalty memiliki pengaruh signifikan terhadap revisit intentions. Setelah dimoderasi oleh destination familiarity, brand image dan perceived quality memiliki pengaruh signifikan terhadap revisit intentions, namun brand awareness dan brand loyalty tidak memiliki pengaruh signifikan terhadap revisit intentions.

---

This research aimed to find the impact of culinary brand equity?s dimensions : brand image, perceived quality, brand awareness, and brand loyalty to revisit intentions with destination familiarity as moderating variable. The result shows that brand image, perceived quality, and brand awareness have no significant influence to revisit intentions but brand loyalty has a significant influence to revisit intentions. After moderated by destination familiarity, brand image and perceived quality have a significant influence to revisit intentions, but brand awareness and brand loyalty have no significant influence to revisit intentions."

"Untuk bersaing dengan para kompetitor sebuah bisnis harus dapat membuat ikatan dengan para pelanggannya, ikatan antara merek dengan pelanggannya ini dinamakan brand attachment. Brand attachment dapat terbentuk melalui beberapa faktor seperti brand experience dan brand trust. Penelitian ini mempunyai tujuan untuk menjelaskan bagaimana brand attachment terhubung dengan brand experience. Selain itu juga untuk mengetahui bagaimana peran mediasi brand trust, penghasilan dan umur. Penelitian ini dilakukan terhadap masyarakat DKI Jakarta yang merupakan pelanggan Restoran Sederhana. Dengan menganalisis 113 responden melalui kuesioner online. Data dianalisis menggunakan regresi linier sederhana dan regresi linier berganda. Hasil penelitian menunjukkan adanya pengaruh positif antara brand experience dengan brand attachment pada pelanggan Restoran Sederhana di DKI Jakarta, dan tidak ada efek mediasi dari penghasilan terhadap hubungan brand trust dengan brand attachment, dan tidak ada juga efek mediasi umur terhadap hubungan brand experience dengan brand attachment pada pelanggan Restoran Sederhana di DKI Jakarta. Brand trust terbukti memediasi hubungan brand experience dengan brand attachment, dan penghasilan yang lebih rendah terbukti memediasi hubungan brand experience terhadap brand trust pada pelanggan Restoran Sederhana di DKI Jakarta.

---

To compete with its competitors, a business must be able to make bonds with its customers, this bond between brands and customers is called brand attachment. Brand attachment can be formed through several factors such as brand experience and brand trust. This study aims to explain how brand attachment relates to brand experience. In addition, to find out how the mediating role of brand trust, income, and age. This research was conducted on the people of DKI Jakarta who are customers of Restoran Sederhana. By analyzing 113 respondents through an online questionnaire. Data were analyzed using simple linear regression and multiple linear regression thrpugh SPSS 25. The results showed that there was a positive influence between brand experience and brand attachment on Restoran Sederhana customers in DKI Jakarta, and there was no mediating effect of income on the relationship between brand trust and brand attachment, and there was also no mediating effect of age on the relationship between brand experience and brand attachment. Simple Restaurant customers in DKI Jakarta. Brand trust has been proven to mediate the relationship between brand experience and brand attachment, and lower income has been proven to mediate the relationship between brand experience and brand trust for Restoran Sederhana customers in DKI Jakarta."