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"Tesis ini menganalisis brand placement dengan menguji pengaruh dari 4 variabel, yaitu brand recall, preference, intention to purchase, dan Loyalty. Berdasarkan data dari 205 responden konsumen muda yang diuji, maka dapat diketahui bahwa brand placement tidak berpengaruh secara positif terhadap brand recall, Brand placement tidak memiliki pengaruh positif atau signifikan terhadap brand recall, preference, intention to purchase, dan Loyalty. Brand recall memiliki pengaruh positif atau signifikan terhadap preference dan loyalty. Sedangkan brand recall tidak memiliki pengaruh positif atau signifikan terhadap intention to purchase. Kemudian preference memiliki pengaruh positif terhadap intention to purchase dan terakhir intention to purchase memiliki pengaruh terhadap loyalty.

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This thesis analyzes the brand placement by testing the effect of four variables, namely brand recall, preference, intention to purchase, and loyalty. Based on data from 205 respondents who tested young consumers, it can be seen that brand placement is not a positive influence on brand recall, Brand placement does not have a positive influence on brand recall or significant, preference, intention to purchase, and Loyalty. Brand recall or a significant positive influence on the preference and loyalty. While brand recall or did not have a significant positive effect on the intention to purchase. Then the preference has a positive influence on intention to purchase and intention to purchase last had an influence on loyalty."

"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."

"Penelitian ini bertujuan untuk menganalisis bagaimana pengaruh karakteristik interaksi di dalam komunitas tersebut bisa mempengaruhi perceived benefits yang dirasakan anggota komunitas, apakah perceived benefit yang mereka rasakan bisa mengembangkan community commitment mereka, serta melihat pengaruh dari community commitment terhadap oppositional brand loyalty. Sampel penelitian ini adalah anggota beberapa komunitas mobil yang ada di Indonesia, dengan jumlah sampe valid sebanyak 133 responden. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil analisis menunjukkan bahwa community engagement dari brand community membuat anggota merasakan banyak benefits. Selanjutnya, learning benefits merupakan faktor utama untuk membentuk community commitment. Tapi, ketika anggota memiliki community commitment, mereka tidak akan membentuk oppositonal brand loyalty terhadap merek pesaing lainnya.

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This study aims to analyze how the influence of the interaction characteristics in the community can affect the perceived benefits are felt by members of the community, whether the perceived benefits they feel they can develop community commitment, as well as see the influence of community commitment towards oppositional brand loyalty. The sample of this research are member of several existing automobiles community in Indonesia, with the number of valid sample as many as 133 respondents. The data is processed by using Structural Equation Modeling. The analytical results reveal that community engagement of brand community make members perceive many benefits. Furthermore, learning benefits are the main factors to form community commitments. But, when members have community commitments, they will not form oppositional brand loyalty to other rival brands."

"Tesis ini meneliti tentang pengaruh dari brand placement acceptance dan brand recall terhadap preference, purchase intention, consumer perceived value, dan loyalty. Dari keenam variabel tersebut, dibentuk dua model dengan target responden yang berbeda, yaitu responden bukan pengguna (non user) dan responden pengguna (user). Model non user untuk meneliti pengaruh brand placement acceptance dan brand recall terhadap preference dan purchase intention. Sedangkan untuk model user, diteliti mengenai pengaruh brand placement acceptance dan brand recall terhadap consumer perceived value dan loyalty. Data berasal dari responden usia muda, dimana 100 responden non user dan 130 responden user. Hasil penelitan menunjukkan bahwa brand placement acceptance berpengaruh terhadap brand recall, preference, consumer perceived value. Sedangkan brand recall berpengaruh terhadap preference, consumer perceived value, dan loyalty.

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This thesis examines the effect of brand placement acceptance and brand recall on preference, purchase intention, consumer perceived value, and loyalty. From six variables, researcher formed two models for different respondent, that is no user and user. Non user model examines the effect of brand placement acceptance and brand recall on preference and purchase intention. User model examines the effect of brand placement acceptance and brand recall on consumer perceived value and loyalty. Data were obtained from young respondents, whereas 100 non user respondents and 130 user respondents. The result of this study showed that brand placement acceptance have direct influence on brand recall, preference, consumer perceived value. Then brand recall have direct influence on consumer perceived value, and loyalty."

"Product Placement merupakan cara memasarkan yang sudah tidak asing dan banyak dilakukan. Berasal dari film Hollywood dan diadaptasi untuk dilakukan di Indonesia. Penelitian ini dimaksudkan untuk melihat perbandingan penilaian akan konsumen mengenai brand attitude akan product placement yang dilakukan secara tepat maupun yang tidak tepat (misleading brand placement). Penelitian ini berbentuk penelitian eksperimen dengan menggunakan analisis statistik deskriptif terhadap 140 orang mahasiswa program sarjana reguler Universitas Indonesia sebagai partisipan. Riset eksperimen ini berbentuk factorial design 2x2 ( jenis product placement & karakter product placement). Hasil penelitian menunjukkan bahwa brand attitude terhadap suatu merek atau produk akan meningkat setelah konsumen melihat brand atau produk tersebut ada di dalam sebuah film baik dilakukan secara prominent ataupun subtle dan juga jika dilakukan dengan correct dan misleading brand placement

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Product placement is a general marketing activity that has often been conducted. Originated from hollywood movies and then adapted to be used in indonesia. The research was intended to see the perception comparison of the consumers towards a brand attitude of the conducted product placement whether it is accurate or inaccurate (misleading product placement). This research is an experimental research using descriptive statistical analysis on 140 under graduate regular students of UI as the participants. The experimental research form is a 2x2 factorial design (types and characters of product placement). The result shows that the attitude towards a brand or a product increases after consumers see the products or brands appear in a movie, despite the appearance was prominent or subtle and whether the priduct placement was conducted correctly or misleading."

"Penelitian ini bertujuan untuk menguji bagaimana strategi brand extension dari merek induk mempengaruhi niat beli dan niat e-WOM pelanggan pada merek perluasan di industri perbankan, secara khusus Bank BCA. Hubungan ini dimediasi oleh brand perceived value dari merek perluasan. Pengumpulan data dilakukan dengan survei online kepada nasabah Bank BCA dan 255 respon berhasil dikumpulkan untuk analisis data lebih lanjut. Penelitian ini menggunakan model persamaan struktural (SEM) menggunakan Smart-PLS untuk menguji hipotesis. Hasilnya, brand attitude dan brand loyalty dari Bank BCA berpengaruh positif dan signifikan terhadap brand perceived value Bank BCA Digital. Brand perceived value Bank BCA Digital berpengaruh positif dan signifikan terhadap (re)purchase intention dan e-WOM intention Bank BCA Digital.

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This study aims to examine how the brand extension strategy of the parent brand influences the purchase intention and e-WOM intention of customers on brand extensions in the banking industry, specifically Bank BCA. This relationship is mediated by brand perceived value of the brand extension. Data were collected using an online survey to Bank BCA customers and 255 responses were successfully gathered for further data analysis. This study employed a structural equation modelling (SEM) using Smart-PLS to test the hypotheses. As a result, brand attitude and brand loyalty of Bank BCA have a positive and significant effect on brand perceived value of Bank BCA Digital. Brand perceived value of Bank BCA Digital has a positive and significant effect on (re)purchase intention and e-WOM intention of Bank BCA Digital."

"Saat ini persaingan bisnis kuliner di Indonesia semakin ketat, hal ini ditandai dengan semakin banyaknya perusahaan-perusahaan yang bergerak dalam bidang kuliner masuk ke pasar untuk saling berkompetisi. Coffee Toffee merupakan bisnis kuliner yang menonjolkan produk kopi. Dalam majalah Franchise (2013) disebutkan bahwa Coffee Toffee merupakan salah satu brand yang memegang gelar The Best Franchise To Invest dan Top of Mind Local Coffee Franchise. Melihat adanya fenomena tersebut peneliti bertujuan untuk menganalisa pengaruh dari Brand Experience, Satisfaction dan Brand Trust terhadap Brand Loyalty pada Coffee Toffee ini.Sampel pada penelitian ini adalah konsumen Coffee Toffee sebanyak 216 responden. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil penelitian menunjukkan bahwa Brand Experience memiliki pengaruh signifikan terhadap Satisfaction. Satisfaction juga memiliki pengaruh signifikan terhadap repurchase intention dan WoM yang merupakan sub dimensi dari loyalty. Disisi lain variabel Brand experience juga memiliki pengaruh signifikan terhadap Brand Trust. Namun Brand Trust tidak memiliki pengaruh yang signifikan terhadap repurchase intention dan WoM. Hasil lain juga menunjukkan bahwa adanya pengaruh langsung dari Brand Experience terhadap repurchase intention dan WoM yang merupakan sub dimensi dari loyalty.

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Currently culinary business competition in Indonesia is getting tighter, it is marked by the increasing number of companies engaged in the culinary field compete with one another. Coffee Toffee is a culinary business that offers coffee products. In Franchise Magazine (2013) stated that the Coffee Toffee is one brand that holds the title of The Best Franchise To Invest and Top of Mind Local Coffee Franchise. Seeing the fact, researchers want to analyze the effect of Brand Experience, Satisfaction and Brand Trust toward the Brand Loyalty on Coffee Toffee. Sampel in this study is that 216 consumers Coffee Toffee. The data is processed by using Structural Equation Modeling.

The results showed that the Brand Experience has a significant influence on Satisfaction. Satisfaction also has a significant influence on repurchase intention and WOM which is a sub-dimensions of loyalty. On the other hand Brand experience also have a significant influence on Brand Trust. But Brand Trust has no significant effect on repurchase intention and WOM. Other results also showed that there is a significant effect of Brand Experience to repurchase intention and WOM which is a sub-dimensions of loyalty."

"ABSTRAKDengan semakin pesatnya industri game di Indonesia dan masyarakat semakin skeptis terhadap iklan, sudah saatnya untuk mempertimbangkan strategi baru, yaitu product placement dalam game. Alasannya adalah karena product placement dianggap tidak mengganggu jalannya permainan. Namun ada beberapa hal yang harus diperhatikan, yaitu lokasi penempatan produk, keakraban merek, serta jenis game. Hal ini karena ketiganya berkaitan erat dengan limited capacity model of attention yang menyebutkan bahwa kapasitas perhatian total individu tidak dapat terbagi secara merata ketika sedang mengerjakan suatu hal. Sehingga ketiganya dapat mempengaruhi memori pemain terhadap merek yang muncul dalam game tersebut.

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ABSTRACTWith the rapid gaming industry in Indonesia and the society become more skeptical toward ads, it is time to consider a new strategy, that is product placement in game. The reason is because product placement considered not to interrupt the game itself. But there are few things to note, they are the location of product placement, brand familiarity, and the type of the game. This is because all three closely related to limited capacity model of attention, which mention that one’s total attention capacity cannot be divided thoroughly when doing a task. So all three can affect players memory to the brand that appears in the game."

"Penelitian ini menjelaskan mengenai tren terkini mengenai penggunaan hashtag pada media periklanan, seperti billboard, media cetak, iklan televisi, dan alat pemasaran lainnya. Pada penelitian ini juga mengembangkan model yang kompresensif yang menggabungkan antara brand knowledge, brand trust, dan behavioural outcomes dari khalayakan. Brand knowledge meliputi kesadaran dan asosiasi terhadap merek. Sementara yang dimaksud dengan sikap yang terbentuk pada khalayak berhubungan dengan intensi pembelian setelah mendapatkan paparan dari iklan dengan hashtag. Connectedness terhadap merek juga merupakan salah satu indikasi yang memperkuat hubungan kepercayaan terhadap merek yang nantinya akan mengarahkan ke intensi pembelian. Pada penelitian ini pula menilai efek yang ditimbulkan dari iklan yang menggunakan hashtag.

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This research is explaining the current trend on advertising which is hashtag usage on advertising media, mostly on billboard, printed media, television commercial, and other marketing tools. This research will develop comprehensive model that combines brand knowledge, brand trust, and behavioral outcome of the audiences. Brand knowledge consist of awareness and association of audiences to the brand. Behavioral outcome of the audiences refer to purchase intention after seeing the advertisement with hashtag on it. First, this research examine using hashtag on advertisement relation with brand awareness and brand association. Second, both of brand awareness and association lead audiences to brand trust with connectedness as a moderation variable. Connectedness to the brand also indicate as one of the variable that leads audiences to trust the brand and finally have purchase intention. This research examines more about impact of using hashtag on advertisement to purchase intention. Practicioners could use this research for their future marketing campaign, especially if the targeted audiences are young generation. In the future, this research hopefully could develop more about kind of message that effectively affect audiences."

"Influencer menjadi kunci utama konsumen dalam menentukan keputusan pembelian. Dengan kekuatan yang dimilikinya, influencer berupaya melakukan endorsement dan menciptakan merek sendiri untuk mendapatkan keuntungan komersial dan meningkatkan personal branding. Penelitian ini bertujuan untuk menganalisis hubungan antara anteseden dari consumer’s brand attitude dan purchase intention. Penelitian ini menggunakan PLS-SEM untuk mengolah data dari 385 responden berusia 16-34 tahun yang mengetahui dan/atau mengikuti akun media sosial dan belum pernah membeli salah satu merek milik influencer di Indonesia seperti Menantea, Payakumbuah, Street Boba, Secondate, By Lizzie Parra (BLP), Mother of Pearl (MOP), Lafiye, Minimslm, dan Iwearup. Hasil penelitian adalah influencer-brand congruence, brand-consumer congruence, brand authenticity, dan influencer involvement berpengaruh positif terhadap brand attitude, yang selanjutnya berpengaruh positif terhadap purchase intention. Sementara itu, consumer involvement dan influencer-consumer congruence tidak memiliki pengaruh signifikan terhadap purchase intention. Berdasarkan hasil penelitian, peneliti mengajukan implikasi manajerial dan saran untuk penelitian berikutnya.

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Influencer is the key driver of consumer’s purchase decision. Influencers exert their power to influence consumer through endorsement and creating Influencer-Owned Brand to gain comercial opportunities and to increase personal branding. This study aims to examine the antesedent of consumer’s brand attitudes and purchase intention. This study uses Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze data from 385 respondent with 16-35 years who familiarize themselves with one of targeted Indonesian influencer owned brand and have not experienced in buying the product. The targeted influencer-owned brand involves Menantea, Payakumbuah, Street Boba, Secondate, By Lizzie Parra (BLP), Mother of Pearl (MOP), Lafiye, Minimslm, dan Iwearup. The findings is influencer-brand congruence, brand-consumer congruence, brand authenticity, and influencer involvement positively influence brand attitude, which then positively influence purchase intention. Meanwhile, consumer involvement and influencer-consumer congruence is not significantly influenced brand attitude. According to the findings, this study also proposes managerial implications and suggestions for future studies."