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"ABSTRAKSeiring dengan kompetisi yang semakin meningkat hampir di segala bidang, personal branding menjadi konsep yang semakin penting untuk diterapkan. Dimensi personal branding tidak hanya terkait dengan merek personal seperti citra diri, namun juga dilihat dari sudut pandang konsumen, sehingga konsep customer-brand relationship menjadi penting untuk dianalisis. Penelitian ini menggunakan konsep Attachment-Aversion Relationship Model yang diadopsi dari penelitian Park et al (2013). Studi kasus yang dipilih adalah tokoh Ridwan Kamil pada Pemilihan Umum Daerah Walikota Bandung 2013. Penelitian dilakukan terhadap 233 responden dengan hasil penelitian yang menunjukkan bahwa tiga determinan Enticing (Annoying) the self, Enabling (Disabling) the self, dan Enriching (Impoverishing) the self tidak mempengaruhi Attachment- Aversion Relationship yang terjadi. Selain itu, motivational strength juga terbukti menjadi mediasi antara hubungan Attachment-Aversion Relationship dan behavior intention dan behavior.

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ABSTRACTAs the competition increases in almost all aspects, personal branding becomes a more significant concept to consider. Personal branding dimension does not only focus on the personal brand itself, but also on the consumer’s point of view. Thus, it is pivotal that marketer analyzes the relationship between consumer and brand. This paper investigates the customer-brand relationship using Attachment-Aversion Relationship Model (Park et al., 2013). Case study approach was selected to undertake the investigation. The case choosen was Ridwan Kamil in the Bandung Mayor Election 2013. The study was conducted on 233 supporters of Ridwan Kamil. The result implies that 3 determinants of AA Relationship (Enticing (Annoying) the self, Enabling (Disabling) the self, and Enriching (Impoverishing) the self) did not significantly influence the Attachment-Aversion Relationship. In addition, motivational strength significantly mediated the relationship between Attachment-Aversion Relationship and behavior intention and behavior."

"Skripsi ini membahas tentang pengaruh dari brand community Honda Brio yang terdiri dari brand kripsi ini membahas tentang pengaruh dari brand community Honda Brio yang terdiri dari brand community identification dan brand community commitment terhadap brand identification dan brand commitment Honda Brio dengan melihat peran mediasi dari brand attachment dan peran moderasi dari perceived community-brand similliarity. Pengolahan data dalam penelitian ini menggunakan analisis path dalam program Smartpls 2.0. Hasil penelitian ini membuktikan bahwa brand community secara signifikan mempengaruhi brand identification dan brand commitment, brand attachment memiliki peran mediasi yang penting sedangkan efek moderasi perceived community-brand similiariy hanya ada pada satu hubungan sedangkan efek moderasi perceived community-brand similiariy hanya ada pada satu hubungan.

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This research discusses about the This research discusses about the effect of Honda Brio’s brand community which consists of brand community identification and brand community commitment on brand identification and brand commitment toward Honda Brio with the mediation role of brand attachment and moderation role of perceived community-brand similarity. Smartpls 2.0 was used to process the data.

The result of this research indicates that brand community has a significant effect on brand identification and brand commitment. Brand attachment play a full mediatin role but perceived community-brand similiarity only moderates one relation."

"ABSTRAKRidwan Kamil menggunakan media sosial untuk membangun personal brand dan alat komunikasi kepada publiknya. Media sosial digunakannya sebagai media interaktif dengan warga Bandung dan alat membangun citra atau personal brand. Personal branding merupakan upaya untuk mengidentifikasikan apa yang membuat brand relevan sehingga brand berbeda. Berbagai cara digunakan untuk memotivasi publik berinteraksi dengan brand termasuk melibatkan publik dalam strategi-strategi perusahaan dalam tingkatan fisik, kognitif, dan emosional yang bersifat jangka panjang didasari kepentingan masing-masing pihak atau disebut dengan customer engagement. Penelitian ini menemukan bahwa customer engagement Ridwan Kamil melalui media sosial membantu pembentukan personal brandnya. Meski customer engagement hanya berkontribusi sebesar

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ABSTRAKRidwan Kamil uses social media to build personal brand and communication tools to the public. Social media used as interactive media for the citizens of Bandung and image building and personal branding tools. Personal branding is an attempt to identify what makes a brand relevant and differentiate them from another brand. Various means are used to motivate the public to interact with the brand that includes engaging the public in the companie strategies on physical, cognitive, emotional levels in a long-term based on the interests of each party or commonly known as customer engagement. This study found that Ridwan Kamil customer engagement through social media help build his personal brand. Although it only contribute of 20% to the Ridwan Kamil?s personal branding, respondents stated that Ridwan Kamil?s official Facebook account management had involved the public with collaboration dimension values as the most influential according to the respondents. Research also shows that Ridwan Kamil had build a very good and strong personal brand in respondent?s mind."

"Penelitian ini membahas konsep city branding dan personal branding. Tipologi city branding yang diteliti adalah smart city. Sementara personal branding yang diuji adalah pemimpin kota. Penelitian ini menguji pengaruh kedua konsep tersebut melalui pendekatan penelitian kuantitatif dengan desain eksplanatif. Responden adalah 400 masyarakat di Kecamatan Coblong, Cicendo, Bandung Wetan, dan Sumur Bandung, dengan teknik sampling kuota. Teknik analisis data dengan analisis data deskriptif dan regresi linier untuk membuktikan hipotesis penelitian. Sementara, untuk mencari faktor apa saja yang mempengaruhi pembentukan personal branding digunakan analisis faktor. Hasil penelitian menunjukkan adanya pengaruh faktor-faktor city banding Bandung smart city terhadap personal branding Ridwan Kamil positif dan signifikan. Penelitian ini menunjukkan 2 dua faktor dalam membentuk city branding Bandung smart city, yaitu place brand assets dan place brand values.

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This study discusses the concept of city branding and personal branding. City branding typology which has been analysed is smart city. While the personal branding which has been investigated is the leader of city. This research analyses the influence both of two concepts through quantitative research approach with explanative design. Respondents were 400 citizen in Coblong, Cicendo, Bandung Wetan, and Sumur Bandung District, which selected by quota sampling techniques. Techniques of data analysis, such as descriptive data analysis and linier regression to verify research hypotheses. While factors analysis is used to find the factors which influencing conformation Ridwan Kamil`s personal branding as the Mayor of Bandung city. The results showed a positive and significant influence of The City Branding`s Factors of Bandung Smart City towards Ridwan Kamil`s Personal Branding. On the other hands, this research show 2 two factors in city branding Bandung smart city conformation, such as place brand assets and values."

"Tesis ini meneliti pengaruh brand knowledge dan brand relationship terhadap behavioral outcome pada Konsumen Remaja di Jakarta. Merk yang diteliti adalah merek sepatu Vans. Metode yang digunakan dalam penelitian ini adalah metode survey (kuesioner) yang dilakukan terhadap remaja pengguna sepatu Vans di Jakarta. Teknik sampling yang digunakan adalah probability sampling menggunakan cluster sampling.Hasil dari penelitian ini menunjukan bahwa brand awareness Vans memiliki pengaruh positif terhadap brand image, brand satisfaction, dan current purchase sepatu Vans, namun brand Awareness tidak memiliki pengaruh positif terhadap intention to future purchase dan brand trust. Selanjutnya brand image Vans memiliki pengaruh positif terhadap brand satisfaction, brand trust dan intention to future purchase, namun brand image tidak memiliki pengaruh positif terhadap current purchase. Brand satisfaction tidak memiliki pengaruh positif terhadap brand attachment.Brand trust memiliki pengaruh positif terhadap brand attachment. Brand attachment sendiri memiliki pengaruh positif terhadap current purchase dan intention to future purchase. Kemudian terakhir, current purchase memiliki pengaruh positif terhadap intention to future purchase.

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This thesis examines the influence of brand knowledge and brand relationship toward behavioral outcomes of adolescent consumers in Jakarta: a case study of Vans shoes. The method used in this study was survey using questionnaire targeted to Vans shoes adolescent users in Jakarta. Cluster sampling (probability sampling) method was used for this thesis.The results of this study showed that Vans brand awareness had positive influence on brand image, brand satisfaction, and current purchase. However, brand awareness did not have positive influence on intention to future purchase and brand trust. Furthermore, Vans brand image had positive effect on brand satisfaction, brand trust and intention to future purchase, but Vans brand image did not have positive effect on customer?s current purchase. Brand satisfaction did not have positive influence on brand attachment.Brand trust had positive influence on brand attachment and brand attachment itself had a positive influence on the current as well as on intention to future purchase. Finally, the study found that current purchase had positive influence on intention to future purchase."

"Dalam memastikan konsumen tertarik untuk membeli produk yang dipasarkan suatu entitas bisnis, tentunya perlu dilakukan strategi pemasaran yang optimal. Dengan melakukan strategi pemasaran, produk dapat meningkatkan visibilitas merk dan menyebarkan pemahaman mengenai nilai tambah yang dimiliki produk bersangkutan terhadap calon konsumen potensial. Konsumen kemudian akan lebih tertarik untuk membeli produk. Tulisan ini melakukan studi kasus terhadap strategi pemasaran brand kecantikan Jacquelle menggunakan kerangka teoritis AIDA, untuk memahami bagaimana strategi pemasaran yang digunakan berusaha membangun visibilitas merek dan menyebarkan informasi mengenai nilai tambah produk kecantikan Jacquelle. Berdasarkan tinjauan yang telah dilakukan, strategi pemasaran Jacquelle dapat distimulasi melalui rangkaian periklanan yang terintegrasi dan menyeluruh, tampak karena Jacquelle memenuhi strategi pemasaran yang menunjang dalam masing-masing tahap attention, interest, desire, dan action.

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In ensuring that consumers are encouraged in buying products marketed by a business actor, an optimal marketing strategy needs to be implemented. By implementing a marketing strategy, product could significantly increase its brand awareness and spread broad understanding about its added value to potential consumers. Consumers will then be more interested and incentivized in buying the product. This paper conducts a case study on the marketing strategy of Jacquelle's beauty products using the theoretical framework of AIDA, to understand how the marketing strategy used seeks to build brand visibility and spread information about the added value of Jacquelle's beauty products. Based on the conducted research, Jacquelle's marketing strategy can be stimulated through a series of integrated and comprehensive advertising. Furthermore, Jacquelle’s marketing strategy is deemed successful to fulfill each stage in AIDA framework of attention, interest, desire, and action."

"Tesis ini membahas mengenai bagaimana penggunaan personal branding untuk membangun brand equity dari suatu institusi yang dinaungi. Berdasarkan 100 sampel responden, peneliti menemukan bahwa personal branding Rhenald Kasali yang cukup tinggi memiliki korelasi dengan brand equity MMUI, namun tingkat pengenalan responden pada MMUI tidak memiliki korelasi dengan brand equity dari MMUI yang dibangun dari personal branding Rhenald Kasali. Sedangkan personal branding Hermawan Kartajaya yang cukup tinggi memiliki korelasi dengan brand equity MarkPlus, dan tingkat pengenalan responden pada MarkPlus juga memiliki korelasi dengan brand equity MarkPlus yang dibangun dari personal branding Hermawan Kartajaya.

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This study discuss about the usage of personal branding to build brand equity from the institution. Based on 100 respondent samples, the researcher found that Rhenald Kasali's personal branding is high enough to have a correlation with MMUI's brand equity, but the level of respondent's awareness to MMUI does not have a correlation with MMUI's brand equity which is built from Rhenald Kasali's personal branding. While, Hermawan Kartajaya's personal branding is high enough to have a correlation with MarkPlus' brand equity, and the level of repondent's awareness to MarkPlus also has a correlation with MarkPlus' brand equity which is built from Hermawan Kartajaya's personal Branding."

"Skripsi ini mengangkat penggunaan media sosial dalam praktek political public relations oleh pejabat publik setelah terpilih. Penelitian ini melihat bagaimana pendekatan personal dapat membentuk proses komunikasi dua arah di ranah media sosial antara pejabat publik dengan konstituennya. Selain penjabaran deskriptif dari kegiatan komunikasi, penelitian ini juga menjelaskan bagaimana interaksi sederhana namun intensif bisa mendukung kinerja pejabat publik dan membentuk persepsi positif terhadap pejabat publik. Penelitian ini juga mencari gambaran akan dampak komunikasi yang dilakukan pada komunikan (followers) akun yang digunakan. Penelitian ini dilakukan dengan pendekatan kualitatif melalui teknik wawancara mendalam dengan komunikator, tim kampanye, pengamat, dan komunikan untuk mendapatkan perspektif menyeluruh. Pada akhirnya, penelitian ini berhasil mengungkap bagaimana sebuah proses komunikasi di media sosial dapat dijadikan sebuah alat serta landasan bagi praktek governing, branding, sekaligus permanent campaign yang efektif dalam konteks pemerintahan lokal.

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This thesis discussed on how social media is used in a political public relations practice of an elected public official. The research sought to understand how personal approach is conveyed through a two-way communication among the official and his constituents in the digital world. Besides explaining the process descriptively, this research also aimed to explain how such a simple yet intensive interraction can support the work of a public official and shape the positive sentiments toward him at the same time. This research also sought for a snippet of how the public (the subject?s Twitter followers) perceive the communication and the communicator. The research used a qualitative approach through in-depth interviews conducted to the communicator, political expert, the communicator?s campaign manager, and the communicator?s Twitter followers to get different perspectives on the phenomenon. In the end, the research has managed to reveal a communication process and how it successfully became a tool and also a plattform of an effective practice of governing, branding, and permanent campaign in a local context."

"Tesis ini membahas strategi investasi simbolik yang dilakukan Syahrini pada akun Instagram miliknya sebagai upaya pencarian distinction melalui tiga pola konsumsi penampilan budaya dan makanan Konsep distinction digunakan untuk mengeksplorasi konsep personal branding. Penelitian ini menggunakan pendekatan kualitatif dalam perspektif kritis dengan analisis isi dan metode semiotika. Hasil penelitian menunjukkan Syahrini menempatkan penampilan barang mewah dan mode busana dalam proporsi yang paling besar untuk menggambarkan distinction melalui media sosial Instagram namun tidak membuat Syahrini meraih kapital simbolik dan personal branding yang efektif.

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This thesis describes Syahrini rsquo s symbolic investment strategy on her instagram account as one effort to find distinction based on three consumption patterns performance culture and food. The concept of distinction is utilized to elaborate the concept of personal branding. This study used a qualitative approach in a critical perspective with content analysis and semiotics method. The results shows that Syahrini puts performance luxury brands and fashion in the greatest proportion to potray distinction through Instagram but this effort do not make Syahrini gain symbolic capital and achieve an effective personal branding."

"ABSTRAKTesis ini membahas mengenai perbaikan business model canvas dan marketing kit yang menjadi strategi penetrasi pasar yang diajukan sebagai rekomendasi business coaching pada PT Masato Catur Coating. Permasalahan utama dari perusahaan adalah minimnya proses pemasaran. Salah satu kendala proses pemasaran adalah marketing kit belum maksimal. Marketing kit seperti company profile dibuat belum menarik dan informatif. Rekomendasi yang diajukan adalah perbaikan business model canvas dan aktivasi proses pemasaran, yaitu dengan promosi secara business to business dengan menggunakan company profile yang menarik dan informatif untuk membangun brand awareness yang lebih lagi terhadap pelanggan dan calon pelanggan. Company profile diperbaiki dengan cara memenuhi gap yang dianalisis terhadap perusahaan. Dari brand awareness yang didapat, diharapkan ke depannya dapat menaikkan revenue yang hilang akibat berkurangnya order dari pelanggan utama, serta dapat menarik minat pelanggan untuk bekerjasama dengan perusahaan.

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ABSTRACTThis thesis discuss the improvement of business model canvas and marketing kit, which become market penetration strategy proposed as business coaching recommendation at PT Masato Catur Coating. The main problem is lack of marketing process. One of the constraints is marketing kit is not maximized. Marketing kit such as company profile was made not interesting and informative yet. The recommendations are improvements to the business model canvas and activation of marketing process, by promoting business to business by using an interesting and informative company profile to build more brand awareness to customers and gain more prospects. Company profile will be improved by seeing the gap that is analyzed againts the company. From gaining brand awareness, it is hoped that it can increase revenue and can gain customers to cooperate with the company."