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"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."

"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 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."

"Penelitian ini bertujuan untuk menganalisis jenis strategi co-branding yang efektif digunakan untuk kategori produk smartphone di Indonesia dan mengetahui apakah faktor perceived fit mempengaruhi kesuksesan strategi co-branding. Penelitian ini menggunakan 192 sampel dengan menggunakan metode convenience sampling. Responden pada penelitian ini adalah orang-orang yang merupakan pengambil keputusan atas merek smartphone yang mereka gunakan saat ini. Data yang diperoleh dianalisis dengan menggunakan independent sample t-test. Penelitian ini menemukan hasil bahwa ternyata tidak terdapat perbedaan attitude toward co-branded product dan purchase intention yang signifikan antara konsumen yang dihadapkan pada kondisi co-branding ingredient dan konsumen yang dihadapkan pada kondisi co-branding simbolik. Selain itu, hasil penelitian ini menunjukkan bahwa terdapat perbedaan attitude toward co-branded product dan purchase intention yang signifikan ketika konsumen dihadapkan pada kondisi perceived fit tinggi dibandingkan kondisi perceived fit rendah.

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This research aims to analyze which of the two types of co-branding strategies that is more effective to implement for smartphone category in Indonesia and to know whether perceived fit affects the success of co-branding strategy. This research uses 192 samples by using convenience sampling method. The respondents in this research are the ones who make their own decisions for the smartphone brands which they are currently using. The data is analyzed by using independent sample t-test.

This research found that there is no significant difference in attitude toward co-branded product and purchase intention between those who are given the ingredient co-branding treatment and those who are given the symbolic co-branding treatment. This research also found that there is a significant difference in attitude toward co-branded product and purchase intention due to the different level of perceived fit (high perceived fit and low perceived fit)."

"Persaingan industri semakin kompetitif ditandai dengan banyaknya merek dan produk yang beredar. Banyaknya merek yang muncul membuat kesadaran merek konsumen menjadi rendah, terutama untuk barang komoditi karena pemain untuk pasar ini relatif banyak dan produk yang dihasilkan juga memiliki karakteristik yang serupa. Penelitian ini dilakukan untuk menganalisis pengaruh identitas merek terhadap kesadaran merek suatu produk. Pendekatan yang digunakan adalah pendekatan kuantitatif dengan menggunakan instrumen kuesioner kepada 100 orang responden di Jabodetabek serta dianalisis menggunakan analisis regresi berganda. Hasil penelitian menunjukkan bahwa identitas merek memiliki pengaruh terhadap kesadaran merek dan dimensi kemasan mempunyai pengaruh paling besar terhadap kesadaran merek.

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Industrial competition more competitive characterized by many brand and product circulating. Many brands that appear make brand awareness buyer is low, especially for goods commodities in this market relatively big and product resulted having the same characteristic. The objective of this study is to analyze the effect of brand identity on brand awareness product. This study is used quantitative approach with the questionnaire as instrument to 100 respondents in Jabodetabek and analyzed using multiple regression. This research show that brand identity have the effect on brand awareness and dimension packaging have most leverage on brand awareness."

"Dengan dicanangkannya Gerakan Nasional Cinta Museum (GNCM) sejak tahun 2010 oleh Kementerian Kebudayaan dan Pariwisata, keberadaan dan aktifitas museum di Indonesia kini menjadi sorotan dan mengalami peningkatan. Melalui GNCM diharapkan dapat menggairahkan masyarakat untuk berkunjung dan menghidupkan museum. Museum Nasional sebagai museum terbesar dan tertua di Indonesia merupakan salah satu museum yang direvitalisasi dan reposisi. Adanya ketidak-seimbangan antara anggaran yang dikeluarkan dengan fluktuasi jumlah pengunjung mengindikasikan kemungkinan bahwa pemanfaatan atau pengelolaan jasa yang ditawarkan oleh Museum Nasional tidak sesuai dengan apa yang dicari atau butuhkan oleh pengunjung. Penelitian ini membahas pengaruh perceived service quality, emotional satisfaction, dan image terhadap repeat visit dan recommendation bagi first time visitor. Hasil penelitian ini menunjukkan bahwa empathy merupakan dimensi perceived service quality yang paling berpengaruh terhadap laten tersebut. Sedangkan perceived service quality itu sendiri berpengaruh terhadap emotional satisfaction dan image museum namun tidak memiliki hubungan langsung terhadap recommendation dan repeat visit. Laten satisfaction memiliki hubungan positif dengan image namun negative terhadap recommendation dan repeat visit. Image memiliki hubungan positif dengan recommendation dan repeat visit dan menjadi variabel moderasi bagi perceived service quality.

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The launch of the National Love Museum Movement (GNCM) in 2010 by the Ministry of Culture and Tourism put a spotlight on the existence of museums in Indonesia and their activities. GNCM is expected to encourage people to visit and museums. The National Museum, the largest and oldest museum in Indonesia, is one of the museums that is being revitalized and repositioned. An imbalance between the budget spent and the fluctuations in the number of visitors indicates the possibility that the services being offered by the National Museum do not correspond to what is sought or needed by visitors.

This study discusses the influence of perceived service quality, emotional satisfaction, and image in firsttime visitors? intention to make a repeat visit to and recommend the museum. Results of this study indicate that empathy is the most influential dimensions in the perception of service quality. While the perceived service quality itself affects the emotional satisfaction and image of the National Museum, it has no direct relation with recommendations and repeat visits. Satisfaction latent has a positive relationship on the image, but negative for recommendation and repeat visits. Image has a positive relationship on recommendations and repeat visits and could function as a moderating variable for perceived service quality."

"Pertumbuhan Film Indonesia beberapa tahun terakhir diikuti dengan menjamurnya kemunculan product placement di dalamnya. Beberapa film yang mengambil setting pada tahun lawas justru sering memunculkan brand-brand yang sebenarnya belum ada pada saat itu. Munculnya beberapa brand pada setting cerita film di waktu yang salah tersebut (misleading), dilakukan oleh beberapa brand yang menjadi TOP Brand. Apakah ketidakhati-hatian ini akan berdampak negatif kepada brand attitude dari konsumennya? Dalam tesis ini dilakukan penelitian mengenai brand attitude mahasiswa terhadap brand yang melakukan misleading product placement pada Film Indonesia. Tujuan dari penelitian ini untuk mengetahui apakah brand equity dan film sebagai media product placement dapat meredam misleading product placement. Metode penelitian menggunakan eksperimen 2x2 (Misleading Product Placement: 1x Exposure dan 2x Exposure) x (Brand Equity: Known Brand dan Unknown Brand) untuk studi 1, sedangkan studi 2 menggunakan eksperimen 2x1 (Misleading Product Placement) x (Movie: Favorite dan Least Favorite). Hasil penelitian tesis ini, bahwa ternyata misleading product placement memiliki dampak negatif terhadap brand attitude konsumen mahasiswa serta brand equity dan film dapat meredam misleading product placement. Sehingga para marketers dan brand owners disarankan agar berhatihati dalam melakukan product placement.

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The Indonesian Film growth in Indonesia in recent years is followed by emergence of product placement in it. Some of the films that take old setting often raises brands that have not been occured at that time. The emerging of some brand on the setting of the film at the inappropriate time (misleading), performed by some brand that became TOP Brand. Is the carelessness will impact negatively on the brand attitude of consumers?

In this research about student attitude toward the brand that is doing product placement in the Indonesian movies. The purpose of this study is to examine whether brand equity and movie as a product placement medium to reduce the misleading product placement.

This research uses 2x2 Experimental Design (Misleading Product Placement: 1x and 2x Exposure Exposure) x (Brand Equity: Brand Known and Unknown Brand) for first study, whereas second study uses Experimental 2x1 (Misleading Product Placement) x (Movie: Favorite and Least Favorite).

The results of this research is that the misleading product placement actually has negative impacts on student consumer brand attitude, and also brand equity and movie can reduce misleading product placement. Therefore, marketers and brand owners are advised to be careful in doing product placement."

"Fokus penelitian ini adalah untuk menganalisa pengaruh social media marketing activities terhadap Brand Equity pada studi kasus Go - Jek dengan menganalisa beberapa faktor yang terdapat dalam brand awareness, yaitu brand awareness, brand loyalty, dan perceived quality. Metodologi yang digunakan untuk pengolahan data adalah regresi linear sederhana. Hasil yang diperoleh menunjukkan bahwa ada pengaruh positif dari kegiatan pemasaran media sosial di masing-masing faktor ekuitas merek.

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The focus of this research is to analyze the effect of social media marketing activities on brand equity of Go-Jek by examining several dimensions, namely brand awareness, brand loyalty, and perceived quality. Methodologies used for data processing is simple linear regression. The obtained result shows that there is a positive influence of social media marketing activities on each of the dimensions in brand equity."

"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."