Hasil Pencarian  ::  Simpan CSV :: Kembali

"ABSTRAKSkripsi ini menganalisis dampak dari retail brand personality dan self-congruity terhadap store loyalty, dengan efek moderasi dari jenis kelamin, dan mengambil industri fast fashion Jabodetabek sebagai studi kasus. Penelitian ini merupakan penelitian kuantitatif dengan desain deskriptif cross-sectional. Hasil penelitian menyarankan bahwa untuk meningkatkan store loyalty, peritel harus berfokus untuk melayani tipe konsumen yang memiliki imej yang kongruen dengan imej merek ritel yang ada sekarang. Sementara itu, memanfaatkan retail environment untuk meningkatkan komunikasi dalam dan luar toko juga baik demi meningkatkan nilai retail brand personality.

---

ABSTRACTThis thesis analyzes the impact of retail brand personality and self-congruity on store loyalty, with the moderating effect of gender, taking the fast fashion industry in greater area of Jakarta as the study case. This research is a quantitative research with descriptive, cross-sectional design. The results of the research suggested that in order to increase the store loyalty, retailers should focus on catering the types of customers whose image are congruent with the current retail brand image. Meanwhile, utilizing the retail environment to increase in-store and out-store communications is also good for the sake of increasing the value of retail brand personality."

"Kebutuhan sarana transportasi umum merupakan kebutuhan masyarakat yang terus berkembang. Brand personality memainkan peran kunci dalam psikologi merek sehingga dapat membentuk identitas merek. Konsumen cendrung mengekspresikan citra diri mereka melalui kepribadian merek dalam mendorong keputusan pembelian. Berdasarkan teori kesesuaian dan analisis dari moda transportasi dibawah Jaklingko, penelitian ini mengungkapkan berbagai peran yang dimainkan oleh kepribadian merek dalam mendorong pilihannya. Khususnya, konsumen cendrung mengekspresikan self congruity melalui dimensi brand personality yang dikenal dengan aggressiveness dan emotionality, dan simplicity dan responsibility untuk mengevaluasi seberapa konsisten functional congruity yang dirasakan konsumen. Sampel penelitian ini terdiri atas 626 pengguna aktif Jaklingko di Indonesia sebagai responden dalam penelitian ini. Hipotesis dalam penelitian ini diuji dengan structural equation modeling-partial least squares (SEM-PLS). Hasil pengujian menunjukkan bahwa semua dimensi brand personality kecuali simplicity berpengaruh positif terhadap functional congruity dan self congruity. Hasil pengujian moderasi menunjukkan bahwa traveling purpose tidak memperkuat hubungan self congruity maupun functional congruity terhadap brand attitude. Penelitian ini menawarkan perusahaan pengembang jasa transportasi pemahaman yang lebih baik tentang dimensi brand personality yang berpengaruh terhadap persepsi konsumen atau memperkuat merek perusahaan dalam fungsinya sehingga dapat meningkatkan utilitas masing-masing dimensi.

---

The need for public transportation is a community need that continues to grow. Brand personality plays a key role in brand psychology so that it can form brand identity. Consumers tend to express their self-image through brand personality in driving purchase decisions. Based on the theory of suitability and analysis of transportation modes under Jaklingko, this study reveals the various roles played by the brand personality in encouraging its choice. In particular, consumers tend to express self-congruity through brand personality dimensions known as aggressiveness and emotionality, and simplicity and responsibility to evaluate how consistent the functional congruity is perceived by consumers. The sample of this study consisted of 626 active users of Jaklingko in Indonesia as respondents in this study. The hypothesis in this study was tested with structural equation modeling-partial least squares (SEM-PLS). The test results show that all dimensions of brand personality except simplicity have a positive effect on functional congruity and self-congruity. The results of the moderation test show that traveling purpose does not strengthen the relationship between self-congruity and functional congruity with brand attitude. This study offers transportation service development companies a better understanding of the dimensions of brand personality that affect consumer perceptions or strengthen the company's brand in its function so as to increase the utility of each dimensi"

"[ABSTRAKSkripsi ini membahas tentang cara mengukur loyalitas pelanggan terhadap gerai ritelThe Goods Dept dilihat dari kepribadian merek ritel dan kesesuaian antara konsep dirikonsumen The Goods Dept dengan konsumen The Goods Dept yang lain. Selain itu,variabel gender digunakan sebagai moderasi dalam penelitian ini. Penelitian initergolong penelitian kuantitatif dengan desain deskriptif. Hasil penelitian menyarankanapabila The Goods Dept ingin meningkatkan loyaitas terhadap gerainya, maka timmanajerial The Goods Dept sebaiknya membuat rencana pemasaran yang tidakmembedakan gender pelanggannya dan untuk mempertahankan nilai keunikannyadengan lebih menyeleksi dengan baik produk-produk yang dijual.

---

ABSTRACTThe focus of this study is how to measure The Goods Dept?s store loyalty in terms ofretail brand personality and self-congruity. Gender is uses as moderating variable inthis study. This research is quantitative descriptive interpretive. The researchersuggests that if The Goods Dept wants to increase the store loyalty, the manager shouldmake marketing plans which can be applied to both men and women customers andshould keep its uniqueness by selling unique and selected products only;The focus of this study is how to measure The Goods Dept?s store loyalty in terms ofretail brand personality and self-congruity. Gender is uses as moderating variable inthis study. This research is quantitative descriptive interpretive. The researchersuggests that if The Goods Dept wants to increase the store loyalty, the manager shouldmake marketing plans which can be applied to both men and women customers andshould keep its uniqueness by selling unique and selected products only, The focus of this study is how to measure The Goods Dept’s store loyalty in terms ofretail brand personality and self-congruity. Gender is uses as moderating variable inthis study. This research is quantitative descriptive interpretive. The researchersuggests that if The Goods Dept wants to increase the store loyalty, the manager shouldmake marketing plans which can be applied to both men and women customers andshould keep its uniqueness by selling unique and selected products only]"

"Private label merupakan sebuah merek yang dikelola sendiri oleh peritel. Dalam lingkungan ritel, penilaian pelanggan terhadap produk private label seringkali dikaitkan dengan store image dari toko ritel tersebut. Penelitian ini meneliti pengaruh store image terhadap purchase intention produk private label. Penelitian ini menggunakan pendekatan kuantitatif, di mana data dan informasi dikumpulksan melalui survei dengan alat bantu kuisioner dan studi kepustakaan. Sampel dalam penelitian ini adalah 100 pengunjung Sephora Kota Kasablanka yang merupakan wanita yang berdomisili di Jakarta dan pernah melakukan pembelian selain produk private label di Sephora Kota Kasablanka setidaknya satu kali dalam tiga bulan terakhir. Penentuan sampel dilakukan dengan menggunakan teknik non-probability dengan convenience sampling. Teknik analisis data yang digunakan adalah analisis regresi linier sederhana menggunakan SPSS 20. Hasil penelitian menunjukkan bahwa store image memiliki pengaruh terhadap purchase intention produk private label.

---

Private label is a brand managed by a retailer. In a retail environment, customer evaluation on private label product often associated with the store image of a retailer. This study aims to research the effect of store image towards purchase intention of private label product. This research used a quantitative approach, where data and information were collected through survey with the tools of questionnaire and bibliographical studies. The sample of this study were 100 visitors of Sephora Kota Kasablanka which were women reside in Jakarta and have purchased other than private label product at least once in the last three months at Sephora Kota Kasablanka before. The samples were selected using non probability methods with convenience sampling. Analysis technique of the data used is simple linear regression using SPSS 20. The result indicated that store image affects purchase intention of private label products."

"Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi store brand equity pada industri ritel fashion di Indonesia khususnya yang menerapkan strategi fast fashion. Data pada penelitian ini didapat dari penyebaran kuisioner kepada konsumen ZARA, H&M dan UNIQLO yang pernah melakukan pembelanjaan selama 6 (enam) bulan terakhir. Data ini diolah dengan menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian ini menunjukan bahwa ekuitas merek toko (store brand equity) dipengaruhi langsung secara positif oleh kesadaran merek toko (store brand awareness) dan loyalitas merek toko (store brand loyalty). Loyalitas merek toko (store brand loyalty) dipengaruhi secara langsung dan positif oleh persepsi kualitas merek toko (store brand perceived quality) dan kesadaran merek toko (store brand awareness). Kemudian, persepsi kualitas merek toko (store brand perceived quality) dipengaruhi langsung oleh citra komersial toko (store commercial image). Sementara kesadaran merek toko (store brand awareness) dipengaruhi oleh reputasi toko (store reputation), citra komersial toko (store commercial image), dan citra harga toko (store price image).

---

This study aims to analyze the antecedents of store brand equity in Indonesia Fashion Retail Industry, particularly those that implement fast fashion strategy. Data for this research were collected from ZARA, H&M, and UNIQLO consumers, specifically those who made purchasing in the last 6 (six) months. They were analyzed using Structural Equation Modeling (SEM) method. The results of this show that store brand awareness and store brand loyalty have positive effect on store brand equity. Then, store brand loyalty affected positively by store brand perceived quality and store brand awareness. Furthermore, store brand perceived quality affected by store commercial image, while store brand awareness affected positively by store reputation, store commercial image, and store price image."

"ABSTRAKDalam beberapa dekade terakhir, penelitian mengenai brand telah memperoleh perhatian banyak pihak. Hal-hal yang berkaitan dengan brand, seperti brand love dan brand engagement merupakan salah satu hal yang menarik untuk dipelajari lebih lanjut. Penelitian ini dilakukan untuk menganalisis pengaruh dari brand love, brand image dan brand personality terhadap brand engagement dengan ethnocentrism sebagai faktor moderasi dengan menggunakan studi kasus brand fashion lokal di Indonesia. Responden dalam penelitian ini adalah orang-orang yang pernah membeli brand fashion lokal spesifik pada pakaian atau clothing. Metode pengolahan data yang digunakan adalah Structural Equation Model SEM . Hasil penelitian ini menunjukkan bahwa excitement tidak memiliki pengaruh positif terhadap brand love, dan brand image tidak memiliki pengaruh positif terhadap WOM. Namun, dengan adanya moderasi ethnocentrism maka pengaruh excitement terhadap brand love dan brand image semakin besar. Brand love memiliki pengaruh positif terhadap WOM yang akhirnya menciptakan brand advocacy.

---

ABSTRACTIn the last few decades, research on the brand has gained the attention of many parties. Matters related to the brand, such as brand love and brand engagement is one of the interesting things to be studied further. This study was conducted to analyze the effect of brand love, brand image and brand personality on brand engagement with ethnocentrism as a moderating factor by using case studies of local fashion brand in Indonesia. Respondents in this study were people who has ever buy a specific brand of local fashion on clothing. Data processing method used is Structural Equation Model SEM . The results of this study indicate that the excitement does not have a positive influence on brand love and brand image does not have a positive effect on WOM. However, the presence of ethnocentrism moderating the influence of excitement to the brand love and brand image even greater. Brand love to have a positive effect on WOM finally creating brand advocacy. "

"Aroma merupakan salah satu substansi ruang yang selalu dirasakan oleh manusia, namun kehadirannya dalam ruang yang dirancang tidak selalu dimanfaatkan dengan baik. Skripsi ini membahas peran dan pengaruh aroma di dalam ruang, khususnya ruang ritel. Aroma diyakini memiliki peran dalam memberikan karakter terhadap sebuah ruang, dan dapat dijadikan sebagai alat penentu ambang dan dimensi ruang, serta mampu menjadi sensasi yang memicu perilaku dan gerak tertentu manusia. Dalam ruang ritel, hadirnya aroma dapat memberikan identitas terhadap merek tertentu, membuat merek tersebut lebih mudah dikenali. Aroma juga mengekspansi ruang secara tidak kasat mata dan mampu menggugah perasaan manusia terhadap ruang yang dialaminya. Perasaan-perasaan yang timbul lalu memicu gerak dan perilaku beli yang bersifat reflek dan impulsif.

---

Scent is one of many space substances that is always experienced by humans, but its presence in a designed space is not always put to a good use. This thesis discussed how far the presence of scents can enrich someone rsquo s experience in retail spaces. Scent is believed to have a role in providing character to a space. It can be used as a determinant of threshold and dimension of a space, and capable to triggers certain human behavior and motion. In retail spaces, the presence of fragrance can provide identity to a particular brand, making it easier to remembered. It has the ability to expand spaces in intangible way and able to arouse human certain feelings to the space experienced. Later these feelings that arise through experiencing spaces can trigger movements and buying behavior that is impulsive."

"Giant Hypermarket merupakan jenis pasar serba ada yang dibuat dengan format modern. Didalam Giant hypermarket dijual berbagai macam produk dan merek. Dalam penjualan berbagai macam produk, Giant Hypermarket memberi merek nama produknya dengan nama Giant atau disebut dengan store brand atau private label brand. Dengan adanya berbagai macam merek yang dijual oleh Giant Hypermarket, hal ini akan membuat persaingan diantara produk merek manufaktur dengan produk merek Giant. Dalam memenangkan persaingan merek maka Giant Hypermarket harus dapat mengetahui ekuitas produk merek tokonya. Komponen - komponen yang membentuk ekuitas merek diantaranya persepsi kualitas, kesadaran merek/asosiasi merek, dan loyalitas merek. Dari latar belakang permasalahan di atas, tujuan dari penelitian ini adalah mengetahui bagaimana pengaruh reputasi toko, citra komersial toko, dan citra harga toko terhadap pembentukkan ekuitas produk merek toko. Penelitian menggunakan kuesioner dengan metode pengumpulan data yaitu mall intercept interviews dengan responden sebanyak 200 responden. Teknik analisis yang digunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa reputasi toko, citra komersial toko, dan citra harga toko berpengaruh positif terhadap persepsi kualitas dan kesadaran merek. Selanjutnya adanya hubungan yang positif antara persepsi kualitas dan kesadaran merek terhadap loyalitas merek. Dalam pembentukan ekuitas produk merek toko, maka terdapat hubungan positif diantara persepsi kualitas, kesadaran merek, dan loyalitas merek terhadap ekuitas produk merek toko. Penelitian ini diharapkan dapat memberikan informasi bagi para ritel untuk meningkatkan persaingan pada produk-produk merek tokonya.

---

Giant Hypermarket is a type of convenience market which create in modern format. In Giant hypermarket sold varieties of products and brands. In selling varieties of products, Giant Hypermarket give brand name of the product by named of Giant which called store brand or private label brand. With the wide varieties of brands sold by Giant Hypermarket, it will create competition among manufacturing brands with the Giant brand products. In the competition to win the Giant Hypermarket brand should be able to find out the store brand equity products. The components of brand equity such as perceived quality, brand awareness / brand association, and brand loyalty.

From the background of the problems above, the purpose of this study was to determine the influence of store reputation, store commercial image, and store price image on equity Giant brand products. The study used a questionnaire method of data collection which a mall intercept interviews with respondents as much 200 respondents. The analysis technique used Structural Equation Modeling (SEM).

The results showed that store reputation, store commercial image, and store price image have positive effect on perceived quality and brand awareness. Furthermore, the existence of a positive relationship between perceived quality and brand awareness to brand loyalty. In the formation of brand equity products store, then there is a positive relationship between perceived quality, brand awareness, and brand loyalty towards the private label brand equity products. This study is expected to provide information for the retailers to increase competition in private label brand products."

"Carrefour merupakan retailer kedua terbesar di dunia setelah Wallmart dan memiliki banyak produk private brand mulai dari produk elektronik, makanan, minuman sampai produk rumah tangga. Penelitian dengan desain riset eksploratori dan deskriptif ini bertujuan untuk mengetahui pengaruh variabel store image dan store brand price image terhadap purchase intention. Responden penelitian ini adalah 185 orang yang tahu atau pernah membeli produk private brand Carrefour dalam tiga bulan terakhir. Model penelitian dengan tujuh hipotesis diuji menggunakan Structural Equation Modelling (SEM). Hasil penelitian menyatakan bahwa hanya variabel store image perception dan store brand perceived risk yang memiliki pengaruh terhadap purchase intention. Penelitian ini juga menyatakan bahwa store brand perceived risk memiliki pengaruh negatif terhadap variabel store brand price images.

---

Carrefour is the second largest retailer in the world after Wallmart and have many private brand products ranging from electronic products, food, beverages to household products. The purpose of this exploratory and descriptive research is to identify the effect of store image and store brand price image dimensions on store brand purchase intention. Research respondents are 185 persons who know or already bought Carrefour private brand for minimum three months. The seven hypotheses research model is then tested with Structural Equation Modeling (SEM). The result of this research shows only store image and store brand perception perceived risk that has an influence on purchase intention. The study also states that the store brand perceived risk has a negative effect on the variable price store brand images."

"Guna memenangkan hati pasar, sebuah merek harus bisa terlihat berbeda dan menonjol ketimbang kompetitiornya. Hal ini dikarenakan persaingan merebut pasar cukup sengit, terlebih dengan banyaknya pilihan dapat membuat konsumen beralih dari satu merek ke merek lainnya. Dalam menjawab permasalahan tersebut, Dove, salah satu anak perusahaan Unilever menciptkan brand personality yang kuat dan sesuai dengan karakteristik perempuan sebagai konsumennya. Adanya brand personality yang kuat memunculkan self-congruence dalam diri konsumen dengan Dove. Secara tidak langsung, keterikatan ini dapat memunculkan keputusan pembelian konsumen terhadap Dove ketimbang merek lainnya.

---

In order to win the hearts of the market, a brand should be able to look different and stand out rather than its competitor. This is because the market is quite fierce competition to win, especially with many choices can make consumers switch from one brand to another brand. In order to answer to these problems, Dove, a subsidiary of Unilever, creating a strong brand personality and in accordance with the characteristics of women as consumers. The existence of a strong brand personality led to self-congruence within the consumer with Dove. Indirectly, this attachment can bring the purchasing decision of consumers to Dove than other brands."