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"[ABSTRAKEkuitas merek merupakan serangkaian aset dan kewajiban merek yang terkaitdengan sebuah merek, nama dan simbolnya, yang menambah atau menguranginilai yang diberikan sebuah produk atau jasa kepada perusahaan atau pelangganperusahaan tersebut. Penelitian ini membahas tentang pengaruh elemen-elemenutama ekuitas merek, yaitu persepsi kualitas, kesadaran merek, asosiasi merek,dan loyalitas merek, dalam membangun ekuitas merek Shell Helix HX3. Hasilpenelitian menunjukkan bahwa hanya loyalitas merek yang memiliki pengaruhpositif yang signifikan terhadap ekuitas merek Shell Helix HX3. Dengandemikian, sebaiknya Shell Indonesia terus meningkatkan aktivitas komunikasipemasaran terpadu secara terencana dan berkelanjutan untuk meningkatkanloyalitas merek dan selanjutnya ekuitas merek Shell Helix HX3.

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ABSTRACTBrand equity is a set of assets (and liabilities) linked to a brand's name andsymbol that adds to (or subtracts from) the value provided by a product or serviceto a firm and/or that firm's customers. This study discusses the influence of themain elements of brand equity, including perceived quality, brand awareness,brand association, and brand loyalty, in building brand equity of Shell Helix HX3.The results showed that the only element that has a significant positive effect onbrand equity of Shell Helix HX3 was brand loyalty. Thus, Shell Indonesia shouldcontinue to improve the integrated marketing communications activities in aplanned and sustainable manner to increase brand loyalty and subsequentlybrand equity of Shell Helix HX3, Brand equity is a set of assets (and liabilities) linked to a brand's name andsymbol that adds to (or subtracts from) the value provided by a product or serviceto a firm and/or that firm's customers. This study discusses the influence of themain elements of brand equity, including perceived quality, brand awareness,brand association, and brand loyalty, in building brand equity of Shell Helix HX3.The results showed that the only element that has a significant positive effect onbrand equity of Shell Helix HX3 was brand loyalty. Thus, Shell Indonesia shouldcontinue to improve the integrated marketing communications activities in aplanned and sustainable manner to increase brand loyalty and subsequentlybrand equity of Shell Helix HX3]"

"[ABSTRAKPenelitian ini bertujuan untuk mengetahui apakah antecedents internalbrand equity yang dikembangkan oleh Baumgarth dan Schmidt (2010) benarmempengaruhi internal brand equity perusahaan dan mengetahui apakah internalbrand equity dari perspektif karyawan sama dengan customer brand equity dariperspektif konsumen . Sampel penelitian ini adalah karyawan outlet Nike dankonsumen Nike. Partial Least Square digunakan dengan software Wrap PLS 4.0digunakan untuk menganalisis data. Hasil analisis menunjukkan bahwa internalbrand commitment, internal brand knowledge, internal brand involvementberpengaruh terhadap internal brand equity.Sedangkan brand orientation tidak terbukti memiliki pengaruh langsungterhadap internal brand equity, dan brand orientation tidak terbukti mempunyaipengaruh langsung terhadap internal brand knowledge namun melalui internalbrand involvement memiliki pengaruh yang cukup signifikan. Temuan empirislain yang penting dengan menggunakan analisis independent t test tidak terbuktiInternal brand equity dari perspektif karyawan sama dengan customer brandequity dari perspektif konsumen.

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ABSTRACTThis study aims to determine whether antecedents of internal brand equitydeveloped by Baumgarth and Schmidt (2010) and determine whether the internalbrand equity from the perspective of the employee similar with the customerbrand equity from a consumer perspective.The samples of this study is anemployees and consumers of Nike. Partial Least Square used with software WrapPLS 4.0 used to analyze the data. The result show that internal brand commitment,internal brand knowledge, internal brand involvement has a significant impact oninternal brand equity.Where as brand orientation proved to have no direct impact to internalbrand equity, and brand orientation proved to have no direct impact on the internalbrand knowledge but through internal brand involvement has a significant impact.Another important empirical findings using independent t test analysis is notproven Internal brand equity from the perspective of the employee similar withthe customer brand equity from a consumer perspective, This study aims to determine whether antecedents of internal brand equitydeveloped by Baumgarth and Schmidt (2010) and determine whether the internalbrand equity from the perspective of the employee similar with the customerbrand equity from a consumer perspective.The samples of this study is anemployees and consumers of Nike. Partial Least Square used with software WrapPLS 4.0 used to analyze the data. The result show that internal brand commitment,internal brand knowledge, internal brand involvement has a significant impact oninternal brand equity.Where as brand orientation proved to have no direct impact to internalbrand equity, and brand orientation proved to have no direct impact on the internalbrand knowledge but through internal brand involvement has a significant impact.Another important empirical findings using independent t test analysis is notproven Internal brand equity from the perspective of the employee similar withthe customer brand equity from a consumer perspective]"

"Brand equity merupakan hal yang dapat memberikan manfaat bagi nilai keseluruhan perusahaan di mata konsumen. Mengetahui hal tersebut, pengukuran terhadap brand equity dilakukan baik oleh perusahaan sebagai penilaian performa individual maupun oleh organisasi eksternal yang bertujuan sebagai ajang evaluasi kategori pasar tertentu. Seperti halnya yang dilakukan oleh Frontier Group melalui Top Brand Awards. Agar ajang penghargaan seperti Top Brand Awards dapat menghasilkan hasil yang akurat, tentunya diperlukan data dengan jumlah yang besar dan variatif. Untuk mendapatkan hal tersebut, penggunaan metode survei konvensional berpotensi untuk menggunakan biaya dan tenaga yang besar. Dengan tingginya angka penggunaan sosial media di Indonesia, hal ini memicu peneliti untuk mencoba menemukan alternatif yang dapat mengurangi cost dari metode konvensional tersebut, yaitu dengan memanfaatkan data yang berasal dari media sosial, tepatnya data tweet pada platform Twitter. Penelitian dilakukan terhadap sampel 4 kategori dari Top Brand Awards dari tahun 2015 hingga 2021, yaitu ISP Fixed, Jasa Transportasi Online, Situs Jual Beli Online, dan Jasa Kurir. Data tweet didapatkan dan diolah melalui pendekatan text mining. Text analysis dilakukan berdasarkan pemetaan model data terhadap atribut yang dimiliki oleh model brand equity. Adapun atribut dari model brand equity yaitu brand loyalty, brand associations/ awareness, dan perceived quality ditentukan melalui proses Systematic literature Review (SLR). Proses text mining memanfaatkan atribut tweet seperti rawContent, likeCount, dan retweetCount untuk menghasilkan skor brand equity dari setiap merek di tiap kategori sampel berdasarkan tahun tweet. Skor tersebut digunakan sebagai perbandingan terhadap ground truth, yaitu peringkat dan skor setiap brand pada Top Brand Index. Sebagai hasil, didapatkan bahwa pengukuran brand equity melalui pendekatan text mining mendapatkan skor kemiripan hingga sebesar 83.72% terhadap pendekatan konvensional yang didapatkan pada Top Brand Awards.

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Brand equity is a factor that can provide benefits to the overall value of the company in the perspective of a consumer. Keeping that in mind, measurement towards brand equity is performed either by each company as an individual performance evaluation or by an external organization with the purpose of evaluating certain market categories. As present in the case of Frontier Group through the Top Brand Awards. In order to produce accurate results, large and varied amounts of data are necessary which potentially use large amounts of cost and effort. With the increasing number of social media usage in Indonesia, triggers an idea of finding alternatives that can reduce the costs of conventional methods, mainly by utilizing data originating from social media, which is tweet data from Twitter platform to be exact. Research is conducted on a sample of 4 categories from the Top Brand Awards in a period from 2015 to 2021. Tweet data is obtained and processed through a text mining approach. Text analysis is carried out based on the mapping of the data model to the attributes of the brand equity model. The attributes of the brand equity model, namely brand loyalty, brand associations/ awareness, and perceived quality are determined through a Systematic Literature Review (SLR) process. The text mining process utilizes tweet attributes such as rawContent, likeCount, and retweetCount for generating a brand equity score for each brand on every sample category based on the year of the tweet. This score is going be used as a comparison to the ground truth, which is the ranking and score of each brand on the Top Brand Index. As a result, it was found that measuring brand equity through the text mining approach obtained a similarity score of up to 83.72% against the conventional approach obtained at the Top Brand Awards."

"Brand equity merupakan hal yang dapat memberikan manfaat bagi nilai keseluruhan perusahaan di mata konsumen. Mengetahui hal tersebut, pengukuran terhadap brand equity dilakukan baik oleh perusahaan sebagai penilaian performa individual maupun oleh organisasi eksternal yang bertujuan sebagai ajang evaluasi kategori pasar tertentu. Seperti halnya yang dilakukan oleh Frontier Group melalui Top Brand Awards. Agar ajang penghargaan seperti Top Brand Awards dapat menghasilkan hasil yang akurat, tentunya diperlukan data dengan jumlah yang besar dan variatif. Untuk mendapatkan hal tersebut, penggunaan metode survei konvensional berpotensi untuk menggunakan biaya dan tenaga yang besar. Dengan tingginya angka penggunaan sosial media di Indonesia, hal ini memicu peneliti untuk mencoba menemukan alternatif yang dapat mengurangi cost dari metode konvensional tersebut, yaitu dengan memanfaatkan data yang berasal dari media sosial, tepatnya data tweet pada platform Twitter. Penelitian dilakukan terhadap sampel 4 kategori dari Top Brand Awards dari tahun 2015 hingga 2021, yaitu ISP Fixed, Jasa Transportasi Online, Situs Jual Beli Online, dan Jasa Kurir. Data tweet didapatkan dan diolah melalui pendekatan text mining. Text analysis dilakukan berdasarkan pemetaan model data terhadap atribut yang dimiliki oleh model brand equity. Adapun atribut dari model brand equity yaitu brand loyalty, brand associations/ awareness, dan perceived quality ditentukan melalui proses Systematic literature Review (SLR). Proses text mining memanfaatkan atribut tweet seperti rawContent, likeCount, dan retweetCount untuk menghasilkan skor brand equity dari setiap merek di tiap kategori sampel berdasarkan tahun tweet. Skor tersebut digunakan sebagai perbandingan terhadap ground truth, yaitu peringkat dan skor setiap brand pada Top Brand Index. Sebagai hasil, didapatkan bahwa pengukuran brand equity melalui pendekatan text mining mendapatkan skor kemiripan hingga sebesar 83.72% terhadap pendekatan konvensional yang didapatkan pada Top Brand Awards.

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Brand equity is a factor that can provide benefits to the overall value of the company in the perspective of a consumer. Keeping that in mind, measurement towards brand equity is performed either by each company as an individual performance evaluation or by an external organization with the purpose of evaluating certain market categories. As present in the case of Frontier Group through the Top Brand Awards. In order to produce accurate results, large and varied amounts of data are necessary which potentially use large amounts of cost and effort. With the increasing number of social media usage in Indonesia, triggers an idea of finding alternatives that can reduce the costs of conventional methods, mainly by utilizing data originating from social media, which is tweet data from Twitter platform to be exact. Research is conducted on a sample of 4 categories from the Top Brand Awards in a period from 2015 to 2021. Tweet data is obtained and processed through a text mining approach. Text analysis is carried out based on the mapping of the data model to the attributes of the brand equity model. The attributes of the brand equity model, namely brand loyalty, brand associations/ awareness, and perceived quality are determined through a Systematic Literature Review (SLR) process. The text mining process utilizes tweet attributes such as rawContent, likeCount, and retweetCount for generating a brand equity score for each brand on every sample category based on the year of the tweet. This score is going be used as a comparison to the ground truth, which is the ranking and score of each brand on the Top Brand Index. As a result, it was found that measuring brand equity through the text mining approach obtained a similarity score of up to 83.72% against the conventional approach obtained at the Top Brand Awards."

"Brand equity merupakan hal yang dapat memberikan manfaat bagi nilai keseluruhan perusahaan di mata konsumen. Mengetahui hal tersebut, pengukuran terhadap brand equity dilakukan baik oleh perusahaan sebagai penilaian performa individual maupun oleh organisasi eksternal yang bertujuan sebagai ajang evaluasi kategori pasar tertentu. Seperti halnya yang dilakukan oleh Frontier Group melalui Top Brand Awards. Agar ajang penghargaan seperti Top Brand Awards dapat menghasilkan hasil yang akurat, tentunya diperlukan data dengan jumlah yang besar dan variatif. Untuk mendapatkan hal tersebut, penggunaan metode survei konvensional berpotensi untuk menggunakan biaya dan tenaga yang besar. Dengan tingginya angka penggunaan sosial media di Indonesia, hal ini memicu peneliti untuk mencoba menemukan alternatif yang dapat mengurangi cost dari metode konvensional tersebut, yaitu dengan memanfaatkan data yang berasal dari media sosial, tepatnya data tweet pada platform Twitter. Penelitian dilakukan terhadap sampel 4 kategori dari Top Brand Awards dari tahun 2015 hingga 2021, yaitu ISP Fixed, Jasa Transportasi Online, Situs Jual Beli Online, dan Jasa Kurir. Data tweet didapatkan dan diolah melalui pendekatan text mining. Text analysis dilakukan berdasarkan pemetaan model data terhadap atribut yang dimiliki oleh model brand equity. Adapun atribut dari model brand equity yaitu brand loyalty, brand associations/ awareness, dan perceived quality ditentukan melalui proses Systematic literature Review (SLR). Proses text mining memanfaatkan atribut tweet seperti rawContent, likeCount, dan retweetCount untuk menghasilkan skor brand equity dari setiap merek di tiap kategori sampel berdasarkan tahun tweet. Skor tersebut digunakan sebagai perbandingan terhadap ground truth, yaitu peringkat dan skor setiap brand pada Top Brand Index. Sebagai hasil, didapatkan bahwa pengukuran brand equity melalui pendekatan text mining mendapatkan skor kemiripan hingga sebesar 83.72% terhadap pendekatan konvensional yang didapatkan pada Top Brand Awards.

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Brand equity is a factor that can provide benefits to the overall value of the company in the perspective of a consumer. Keeping that in mind, measurement towards brand equity is performed either by each company as an individual performance evaluation or by an external organization with the purpose of evaluating certain market categories. As present in the case of Frontier Group through the Top Brand Awards. In order to produce accurate results, large and varied amounts of data are necessary which potentially use large amounts of cost and effort. With the increasing number of social media usage in Indonesia, triggers an idea of finding alternatives that can reduce the costs of conventional methods, mainly by utilizing data originating from social media, which is tweet data from Twitter platform to be exact. Research is conducted on a sample of 4 categories from the Top Brand Awards in a period from 2015 to 2021. Tweet data is obtained and processed through a text mining approach. Text analysis is carried out based on the mapping of the data model to the attributes of the brand equity model. The attributes of the brand equity model, namely brand loyalty, brand associations/ awareness, and perceived quality are determined through a Systematic Literature Review (SLR) process. The text mining process utilizes tweet attributes such as rawContent, likeCount, and retweetCount for generating a brand equity score for each brand on every sample category based on the year of the tweet. This score is going be used as a comparison to the ground truth, which is the ranking and score of each brand on the Top Brand Index. As a result, it was found that measuring brand equity through the text mining approach obtained a similarity score of up to 83.72% against the conventional approach obtained at the Top Brand Awards."

"Skripsi ini membahas tentang ekuitas merek dari shampo Sunsilk dengan menggunakan empat elemen utama ekuitas merek, seperti kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek. Penelitian ini adalah penelitian kuantitatif yang melibatkan adanya tinjauan pustaka serta partisipasi responden (pengguna shampo Sunsilk). Hasil penelitian berupa posisi shampo Sunsilk sebagai merek top of mind di benak konsumennya, asosiasi-asosiasi yang melekat erat pada shampo Sunsilk, analisis kinerja dan kepentingan dari atributo-atribut yang dimiliki shampo Sunsilk, dan gambaran mengenai tingkat kesetiaan konsumen terhadap shampo Sunsilk.The focus of this study is about analyzing Sunsilk shampoo based on brand equity elements, such as brand awareness, brand associations, perceived quality, and brand loyalty. This research is a quantitative research which involves literature study and participating respondent (Sunsilk shampoo users). The result of this research is Sunsilk shampoo as the top of mind product among its competitors, associations that correlate directly to Sunsilk shampoo, performance-importance analysis on Sunsilk shampoo attributes, and a brief sketch on Sunsilk shampoo?s consumer level of loyalty."

"Tujuan dari penelitian ini adalah untuk mengetahui pengaruh firm created social media brand communication terhadap Consumer Based Brand Equity (CBBE) metrics yang terdiri atas brand awareness/ associations, brand loyalty dan perceived quality melalui Facebook pada studi kasus Pertamax. Penelitian ini merupakan replikasi dari penelitian sebelumnya oleh Schivinski dan Dabrowski (2014) dengan menggunakan non probability sampling melalui online survey pada Facebook PertamaxIND serta menggunakan teknik Structural Equation Modelling (SEM). Berdasarkan analisis terhadap data 426 responden pengguna Pertamax yang berdomisili di wilayah Jabodetabek diperoleh hasil bahwa evaluasi positif dari firm-created social media brand communication secara positif mempengaruhi brand awareness/associations, brand loyalty, dan perceived quality. Selain itu, brand awareness/ associations juga secara positif mempengaruhi brand loyalty dan perceived quality.

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The purpose of this study was to investigate the influence of social media firm created brand communication to the Consumer-Based Brand Equity (CBBE) metrics consisting of brand awareness /associations, brand loyalty and perceived quality via Facebook on case studies Pertamax. This study is a replication of a previous study by Schivinski and Dabrowski (2014) by using a non-probability sampling through an online survey on Facebook PertamaxIND and using Structural Equation Modelling (SEM).

Based on an analysis of the data 426 respondents Pertamax users who live in the Greater Jakarta area showed that the positive evaluation of the firm-created social media brand communication positively influence brand awareness/ associations, brand loyalty, and perceived quality. Additionally, brand awareness/ associations also positively influence brand loyalty and perceived quality."

"Penelitian ini menggunakan metode menelitian SEM, dengan mengacu pada penelitian yang pernah dilakukan oleh Kim&Ko (2012) yang dilakukan di Korea dengan objek penelitian Louis Vuitton. Penelitian mencoba menguji hubungan antara pemasaran melali media sosial terhadap ekuitas nilai, ekuitas hubungan, ekuitas merek, keinginan untuk membeli dan ekuitas konsumen. Penelitian ini mencoba mereplikasi metode tersebut dengan objek penelitian sepatu Adorable, dikarenakan memiliki aset pemasaran melalui media sosial yang aktif. Dengan responden penelitian sejumlah 100 orang merupakan pemilik akun media sosial yang pernah mengunjungi media sosial sepatu Adorable dan juga pernah membeli produk sepatu Adorable. Dengan 10 hipotesis dimana terdapat 5 hipotesis yang memiliki hasil yang signifikan dan 5 hipotesis dengan hasil tidak signifikan.

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This research is using structual equation modeling (SEM) method. With referance to Kim&Ko (20102) in South Korea with research object Louis Vuitton, they aimed to examine the influence of marketing activities through social media to equity value , equity relationships , brand equity , ending on the purchase intention and customer equity. In this study, the researcher try to replicating the methode to local product Adorable shoes, because it has active social media asset. Respondents of this study was 100 people is a social media account owner has ever visited a social media Adorable shoes and also ever buy a product Adorable shoes . there are 10 hypothesis with the result that 5 of the hypothesis is significant and the result is not significant."

"Tesis ini membahas perbandingan faktor pembentuk ekuitas merek Teh Botol Sosro dan Frestea menurut mahasiswa di Jakarta. Penelitian ini adalah penelitian kuantitatif dengan desain deskriptif. Hasil penelitian ini menyarankan bahwa PT Sinar Sosro perlu melakukan promosi secara intensif, menentukan posisi merek berdasarkan kriteria merek, yaitu penggunaan, pengguna, dan harga relatif, menjaga standar kuantitas campuran, mengkampanyekan manfaat teh dan produk kebanggaan nasional, mengupayakan pencapaian mutu dan meningkatkan sistem produksi dan layanan, memberikan hadiah langsung kepada konsumen, dan menjaga ketersediaan produk di pasar, memanfaatkan layanan jejaring sosial. PT Coca Cola Bottling Indonesia perlu melakukan acara pemasaran, melakukan promosi secara intensif, menjaga konsistensi budaya peningkatan mutu, memberikan hadiah langsung kepada konsumen, menjaga ketersediaan produk.

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This thesis discusses the comparison of the factors forming brand equity Teh Botol Sosro and Frestea according to students in Jakarta. This research is descriptive quantitative research design. The results of this study suggest that PT Sinar Sosro need to do intensive promotions, brand positioning based on brand criteria: application, user, and relative prices, keeping the mixture quantity standards, the benefits of tea and product campaign for national pride, striving for the achievement of quality and increase production system and services, give reward directly to consumers, and maintain the availability of products on the market, taking advantage of social networking services. PT Coca Cola Bottling Indonesia needs to do marketing events, conduct an intensive promotions, maintaining consistency of quality improvement culture, give reward directly to consumers, maintaining product availability."

"Tesis ini menganalisis Customer-Based Brand Equity (CBBE) melalui pengukuran elemen-elemen pembentuk brand equity (brand loyalty, perceived quality, dan brand image) di industri surat kabar yaitu Harian ekonomi dan bisnis, Bisnis Indonesia. Penelitian juga menganalisis korelasi antara Unique Selling Proposition di surat kabar dan loyalitas pembaca serta seberapa signifikan kontribusi komunikasi pemasaran terhadap penciptaan Top of Mind. Tesis ini adalah penelitan eksploratif dan deskriptif. Karya akhir ini menyarankan perlunya upaya membangun brand equity secara terintegrasi melalui program Integrated Marketing Communication (IMC).

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This thesis is emphasized on CBBE through the measurement of the configuration elements of brand equity (brand loyalty, perceived quality and brand image) in newspaper industry involved Bisnis Indonesia, the economic and business newspaper as case study. The research also conceives correlation between unique selling proposition at the newspaper and readers' loyalty moreover how significant marketing communication influence in creating the top of mind. This thesis is conducted in explorative and descriptive research. Hence it suggests strong endeavors to improve the integrated brand equity through the integrated marketing communication (IMC) program."