Hasil Pencarian  ::  Simpan CSV :: Kembali

"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."

"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 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."

"Skripsi ini membahas mengenai analisis variabel-variabel yang mempengaruhi intensi pembelian produk ramah lingkungan konsumen Indonesia. Terdapat lima faktor yang ingin diteliti yaitu pengetahuan tentang lingkungan, sikap terhadap lingkungan, peran pemerintah, pengaruh teman, dan label ramah lingkungan. Ruang lingkup dari penelitian ini adalah masyarakat Indonesia yang mengetahui brand The Body Shop dan tinggal di wilayah yang tedapat toko The Body Shop. Dengan menggunakan metode regresi berganda, ditemukan bahwa sikap terhadap lingkungan, pengaruh teman dan label ramah lingkungan berpengaruh terhadap intensi pembelian produk hijau.Sementara pengetahuan tentang lingkungan dan peran pemerintah tidak berpengaruh terhadap intensi pembelian produk hijau.Dengan temuan penelitian dengan konteks konsumen Indonesia, peneliti dapat memberikan beberapa saran terkait dengan intensi pembelian produk hijau.

---

This research discusses the analysis variables that influence green purchase intention Indonesia consumers. There are five variables which included in this research such as environmental knowledge, environmental attitude, government initiative, peer pressure and eco label. The scope of this research is the Indonesian people who know the The Body Shop brand and live in an area which is attached to the The Body Shop store.This study is prepared using the method multiple regression. The finding shows that environmental attitude, peer pressure and eco label are the determinant factor to influence green purchase intention. Meanwhile environmental knowledge and government initiative don’t have any influence toward green purchase intention. With the finding in the context of Indonesia consumers, this research suggest recommendation about green purchase intention."

"[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.]"

"Beragam strategi branding banyak dilakukan oleh pemasar agar brand mereka dapat di kenal khalayak masyarakat luas dan dapat meningkatkan keuntungan perusahaan. Salah satu strategi yang sedang populer adalah penggunaan strategi brand partnership di dalam luxury brand yang sedang mengalami pertumbuhan secara global. Namun, sayangnya masih belum banyak perusahaan yang dapat menemukan co-brand yang sesuai untuk membuat strategi tersebut efektif. Hal tersebut terjadi karena telah ditemukan bahwa perceived fit atas co-brand dapat mempengaruhi perilaku konsumen, sehingga perceived fit yang terdiri dari brand image fit dan product category fit memiliki peran yang penting dalam kesuksesan strategi brand partnership ini. Sehingga penelitian ini ditujukan untuk melihat pengaruh brand partnership antara luxury brand dan non-luxury brand dengan fokusnya dilihat dari peran brand image fit dan product category fit terhadap purchase intention konsumen dalam sektor pakaian dan sepatu mewah. Model yang dikembangkan kemudian diuji menggunakan SPSS berdasarkan data yang diperoleh melalui survei kepada konsumen barang mewah dengan kisaran usia antara 18 hingga 29 tahun berdomisili di Jabodetabek. Hasil penelitian ini menunjukkan bahwa dalam menjalankan strategi brand partnership, faktor yang dapat mempengaruhi purchase intention konsumen adalah product category fit saja dan tidak diperlukan adanya brand image fit. Implikasi manajerial serta saran bagi penelitian selanjutnya juga dibahas pada penelitian ini.

---

Several kinds of branding strategies have been used a lot by marketers for the objective of making their brand acknowledged by the society and to increase profit. Nowadays, one of the popular strategies is the use of brand partnership strategy in the luxury brand that is having a tremendous global growth in the market. However, it turns out that there are still companies that could not find the suitable co brand that can make this strategy work effectively. It happened because studies said that perceived fit about the co brand can influence consumer behavior. Thus, perceived fit, which includes brand image fit and product category fit, has important roles on the success of this strategy. Therefore, this research is aimed to see the influence of brand partnership between luxury brand and non luxury brand, focusing on the role of brand image fit and product category fit toward consumer rsquo s purchase intention in luxury clothing sector. Constructed model will be tested with SPSS based on data gained using online survey which consists of people who consumed Luxury Goods aged between 18 and 29 years old and residing in Jabodetabek. The result shows that to use brand partnership strategy, factors that influence consumer rsquo s purchase intention would only be the product category fit."

"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."

"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."

"Skripsi ini membahas mengenai gaya kepemimpinan yang diterapkan oleh Kepala Kantor Perpustakaan dan Arsip Kota Administrasi Jakarta Selatan. Penelitian ini dilakukan pada bulan September - November tahun 2012. Adapun tujuan diadakannya penelitian ini untuk mengetahui gaya kepemimpinan yang diterapkan oleh kepala kantor dan selanjutnya melihat bagaimana pencapaian visi dan misi yang terdapat di Kantor Perpustakaan dan Arsip Kota Administrasi Jakarta Selatan. Adapun pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan metode survei. Pengumpulan data yang dilakukan melalui kuesioner dan didukung dengan wawancara serta observasi langsung di lapangan. Adapun hasil penelitian menunjukkan bahwa gaya kepemimpinan yang diterapkan oleh kepala kantor ialah gaya kepemimpinan demokrasi. Dampak dalam penerapan gaya demokrasi ini ialah sebagian besar para pegawai memahami secara jelas tupoksi yang diembannya sehingga pelaksanaan misi berjalan lancar dan hampir mengalami kemajuan yang berkesinambungan dalam mewujudkan visi yang terdapat di Kantor Perpustakaan dan Arsip Kota Administrasi Jakarta Selatan.

---

This thesis analyzes the leadership style which is implemented by the Head of the South Jakarta Administration Library and Archive Office. This research was conducted in September - November 2012. The aim of this research is to understand the leadership style of the head of office and to observe how it affects the achievement of the vision and mission of the South Jakarta Administration Library and Archive Office. The approach used in this research is quantitative, conducted through a survey method. Collection of the data is carried out through questionaires and supported by a interview and a direct observation on the field. Results of the research show that the leadership style of the head of the office is democratic leadership. The effects of the implementation of this democratic leadership style is that most of the employees understand clearly the tasks that they are responsible of. This results in a smooth operation of their mission, nearly resulting in a continuous progress in achieving the visions of the South Jakarta Administration Library and Archive Office."

"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."