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"Dengan semakin berubahnya pandangan dan trend yang berkembang di masyarakat mengenai gaya hidup sehat turut serta mempengaruhi tingkat penjualan pakaian olahraga.  Pakaian olahraga khususnya sepatu olahraga, pada saat ini  tidak hanya dinilai pada aspek fungsionalnya saja, namun konsumen lebih mencari pengalaman yang didapatkan ketika memilih merek sepatu olahraga. Dengan pentingnya pengalaman merek bagi konsumen sehingga dapat mempengaruhi kesediaan konsumen dalam membayar. Maka dari itu pada penelitian ini penulis tertarik untuk mengukur seberapa berhasil pengalaman merek yang diciptakan oleh perusahaan dapat mempengaruhi kesediaan konsumen Indonesia untuk membayar dengan harga premium. Hasil penelitian ini dapat menjadi informasi bagi perusahaan dalam menentukan strategi harga.

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Changes in views and trends in the community regarding healthy lifestyles also influence the level of sales of sportswear. Especially sports shoes, not only about the functional aspects, but also consumers are looking for more experience when choosing a brand of sports shoes. With the importance of brand experience for consumers so that it can affect consumers willingness to pay. In this study the authors are interested in measuring how successful brand experience created by companies can influence the willingness of Indonesian consumers to pay at a premium price. The results of this study can be information for companies in determining pricing strategies."

"Penelitian ini meneliti tentang pengaruh brand experience yang terdiri dari empat dimensi yaitu intellectual terhadap kesediaan membayar harga premium (willingness to pay a price premium) melalui variabel mediasi brand credibility dan perceived uniqueness pada pengguna iPhone 12. Dalam penelitian ini, diperoleh data dari penyebaran kuesioner sebesar 130 responden yang pernah membeli iPhone 12 dalam kurun waktu satu tahun kebelakang yang berumur 17-40 tahun dan berdomisili di Jakarta, Bogor, Depok, Tangerang dan Bekasi. Melalui analisis data deskriptif dan analisis data inferensial menggunakan uji regresi linear sederhana dengan SPSS 25.0 dan uji sobel, maka hasil penelitian ini menunjukkan bahwa adanya pengaruh positif diantara variabel brand experience terhadap variabel willingness to pay a price premium, pengaruh positif diantara variabel brand experience terhadap willingness to pay a price premium melalui brand credibility dan pengaruh positif diantara variabel brand experience terhadap willingness to pay a price premium melalui perceived uniqueness pada pengguna iPhone 12 di Jabodetabek.

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This study examines the influence of brand experience which consists of four dimensions: sensory, affective, behavioral, and intellectual on willingness to pay a premium price through the mediation of brand credibility and perceived uniqueness on iPhone 12 users. In this study, data obtained from the distribution of questionnaires to 130 respondents who had bought an iPhone 12 in the past one year, aged 17-40 years and domiciled in Jakarta, Bogor, Depok, Tangerang and Bekasi. Through descriptive data analysis and inferential data analysis using simple linear regression test with SPSS 25.0 and the Sobel test, the results of this study indicate that there is a positive influence between brand experience variables on the willingness to pay a price premium variable, a positive influence between brand experience variables on willingness to pay a price premium through brand credibility and the positive influence between brand experience variables on willingness to pay a price premium through perceived uniqueness on iPhone 12 users in Greater Jakarta."

"Konsumen di seluruh dunia sedang mencari rasa kehidupan yang lebih baik, penjualan produk premium bertumbuh dengan sangat cepat. Apple melalui produknya konsisten menerapkan strategi premiumisasi, sebab tujuan dari Apple adalah bukan menjual produk yang low cost, melainkan produk yang memberikan brand experience yang luar biasa bagi konsumennya. Penelitian ini bertujuan untuk mengetahui faktor-faktor dari brand experience yang mempengaruhi keinginan konsumen untuk membayar harga premium terhadap produk Apple: iPhone, Macbook, dan Apple Watch. Pengaruh brand experience ini dimediasi oleh brand credibility dan perceived uniqueness konsumen. Sampel yang digunakan adalah pengguna iPhone, Macbook, dan Apple Watch di Indonesia yang menggunakan produk Apple tersebut minimal 1 tahun terakhir. Penelitian ini menggunakan Structural Equation Modeling (SEM) dalam mengolah data. Hasil penelitian ini menunjukkan bahwa terdapat hubungan yang positif dari brand experience terhadap keinginan konsumen untuk membayar harga premium pada produk Apple secara keseluruhan, maupun produk iPhone dan Macbook secara spesifik. Namun hubungan positif dari brand experience terhadap keinginan konsumen untuk membayar harga premium tidak terjadi pada produk Apple Watch. Lebih lanjut, terdapat peran mediasi yang signifikan dari brand credibility terhadap produk Apple secara keseluruhan, Macbook, iPhone, dan Apple Watch. Lalu terdapat peran mediasi yang signifikan pula dari perceived uniqueness terhadap produk Apple secara keseluruhan, Macbook dan iPhone. Peran perceived uniqueness tidak signifikan pada produk Apple Watch.

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Consumers around the world are looking for the taste of good life, sales of premium products are growing very fast. Apple through its products consistently applies the strategy of premiumization, because Apple's goal is not to sell low-cost products, but products that provide exceptional brand experience for consumers. This study aims to determine the factors of brand experience that influence consumers willingness to pay (WTP) a price premium for Apple products: iPhone, Macbook, and Apple Watch. The influence of brand experience is mediated by brand credibility and perceived uniqueness. The sample used is iPhone, Macbook and Apple Watch users in Indonesia who use Apple products for at least the past 1 year. This research uses Structural Equation Modeling (SEM) in processing data. The results of this study indicate that there is a positive and significant relationship of brand experience to consumers willingness to pay a price premium for Apple products as a whole, as well as iPhone and Macbook products specifically. But the positive and significant relationship of brand experience to consumers willingness to pay a price premium does not occur in Apple Watch products. Furthermore, there is a significant mediating role of brand credibility for Apple products as a whole, as well as Macbook, iPhone and Apple Watch. Then there is also a significant mediating role from the perceived uniqueness of Apple products as a whole, Macbook and iPhone. However the mediating role of perceived uniqueness is not significant in Apple Watch products."

"Tesis ini meneliti pengaruh brand image yang diwakili oleh lima dimensi merek awareness, perceived quality, uniqueness, dan non-product related brand associations seperti corporate social responsibility (CSR) dan social image terhadap kesediaan membayar harga premium (willingness to pay price premium) dan menambahkan variabel jenis kelamin sebagai variabel moderasi. Setelah dilakukan tinjauan pustaka dan penyusunan hipotesis didapatkan data dari 254 responden yang merupakan konsumen pembeli Air Minum Dalam Kemasan bermerek Aqua di wilayah DKI Jakarta dengan menggunakan teknik quota sampling dan dilakukan analisis data menggunakan Regresi Berganda dengan bantuan program SPSS 21.0.Hasil penelitian menunjukan bahwa dimensi brand image yang mempengaruhi kesediaan konsumen membayar harga premium pada produk Air Minum Dalam Kemasan bermerek Aqua adalah brand uniqueness, corporate social responsibility dan social image, dan variabel jenis kelamin memoderasi hubungan langsung antara dimensi brand uniqueness dan corporate social responsibility terhadap kesediaan konsumen membayar harga premium.

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This thesis examines the effect of brand image represented by the five dimensions of brand : awareness, perceived quality, uniqueness, and non-productrelated brand associations such as corporate social responsibility (CSR) and social image on willingness to pay a price premium and adding the variable gender as a moderating variable. After review of the literature and the preparation of hypothetical, data obtained from 254 respondents who represent the buyer of Bottled Water branded Aqua in Jakarta using quota sampling techniques and data analysis using multiple regression with SPSS 21.0.

The results showed that the dimensions of brand image that affecting consumers willingness to pay a price premium on products Bottled Water branded Aqua are brand uniqueness, corporate social responsibility and social image, and the gender variable does moderate the direct relationship between the dimensions brand uniqueness and corporate social responsibility on consumers' willingness to pay a price premium."

"Penelitian ini bertujuan untuk menguji bagaimana kecemburuan merek memengaruhi motivasi konsumen untuk membayar harga premium untuk merek tertentu. Penelitian ini juga menguji bagaimana brand love dan materialisme memengaruhi kesediaan calon pelanggan untuk membayar harga yang lebih tinggi untuk sebuah merek yang mereka inginkan. Survei dilakukan secara online di 3 kota di Indonesia: Jabodetabek, Surabaya, dan Makassar. Subjek penelitian ini adalah pelanggan potensial luxury fashion brand yaitu Coach. Coach digunakan sebagai objek penelitian berdasarkan hasil studi penentuan objek yang dilakukan terlebih dahulu. Pelanggan potensial adalah mereka yang tidak memiliki tas produk dari merek Coach yang mereka inginkan dan sukai, tetapi mereka melihat bahwa orang lain seperti teman atau tetangga mereka sudah memiliki merek tersebut. Data dikumpulkan dari 413 responden dan dianalisis menggunakan Structural Equation Modelling SEM untuk menguji 5 hipotesis penelitian. Temuan penelitian ini mengungkapkan bahwa kecemburuan merek, cinta merek dan materialisme memiliki pengaruh positif terhadap keinginan membayar premium. Hasil penelitian juga memberikan masukan bagi penerapan praktik pemasaran dengan membangkitkan strategi jealousy-inducing dan nilai materialistis dalam program komunikasi pemasaran.

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This study attempts to explain how brand jealousy influences the motivation of consumers to pay premium prices to specific fashion luxury brands. This paper also examines whether brand love and materialism will affect willingness to pay premium. Survey was conducted online in 3 cities in Indonesia Surabaya, Makassar and Jabodetabek. The subjects of this research are the potential customer of luxury fashion brand, which is Coach. The potential customers are those who do not have bag from Coach, the brand that they want, but they know and see that others already own the brand. The data were collected from 413 respondents and were analyse using structural equation modelling to test 5 research hypotheses. The findings of this research reveal that brand jealousy, brand love and materialism have a positive influence on willingness to pay premium. The results also ensure applicable insights for marketing practitioners to motivate potential customers pay premium prices to specific brands by evoking jealousy inducing strategies and materialistic values in their marketing communication programs."

"Pada konteks social media marketing activities (SMMA), diperlukan strategi yang meliputi lima dimensi entertainment, interactivity, trendiness, customization dan electronic word of mouth. Penelitian ini akan berfokus untuk memahami peranan social media marketing activities dalam memberikan dampak secara positif terhadap brand equity pada produk premium running watch Garmin, yang didasari oleh peningkatan terhadap brand image dan brand awareness yang akan berujung terhadap munculnya brand loyalty dalam memprediksi willingness to pay for premium running watch. Desain penelitian yang digunakan adalah cross-sectional dengan metode confirmatory factor analysis. Penelitian ini menganalisis 220 responden dengan rentang usia 18-40 tahun yang memilki sosial media dan mempunyai pengalaman dalam menggunakan produk Garmin. Metode pengumpulan data yang digunakan adalah survei menggunakan kuesioner dan data yang didapat diolah dengan teknik Partial Least Squares – Structural Equation Modelling (PLS-SEM). Hasil dari olahan data menunjukkan bahwa beberapa dimensi Social Media Marketing Activities memiliki pengaruh positif terhadap Brand Equity, yang berupa Brand Awareness dan Brand Image. Namun, Variabel Brand Equity tidak semua nya memilki pengaruh terhadap Brand Loyalty untuk memprediksi Consumer Willingness to Pay Premium.

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In the context of social media marketing activities (SMMA), a strategy is needed that covers five dimensions of entertainment, interactivity, trendiness, customization, and electronic word of mouth. The research will focus on understanding the role of social media marketing activities in positively impacting brand equity on Garmin’s premium running watch products, based on improved brand image and brand awareness that will end up with the emergence of brand loyalty in predicting willingness to pay for premium running Watch. The research is cross-sectional with confirmatory factor analysis. The study analyzed 220 respondents aged 18 to 40 who used social media and had experience using Garmin products. The method of data collection used is questionnaires and data obtained processed with the technique of Partial Least Squares – Structural Equation Modelling (PLS-SEM). Results from data processing show that several dimensions of Social Media Marketing Activities have a positive impact on Brand Equity, which are Brand Awareness and Brand Image. However, Variable Brand Equity does not all influence Brand Loyalty to predict Consumer Willingness to Pay Premium."

"Dengan meningkatnya jumlah ritel di Indonesia, pasar modern dituntut memiliki keunggulan kompetitif untuk dapat bersaing. Pop-up store experience menjadi salah satu strategi marketing yang ditujukan untuk meningkatkan willingness to pay dan brand loyalty konsumen. Willingness to pay dan brand loyalty tidak hanya dipengaruhi oleh pop-up store experience, namun juga oleh perceived uniqueness, scarcity, dan hedonic shopping value yang merupakan karakteristik dari pop-up store experience. Penelitian ditujukan untuk menganalisis pengaruh pop-up store experience terhadap willingness to pay dan brand loyalty konsumen dengan mempertimbangkan perceived uniqueness, scarcity, dan hedonic shopping value. Sampel penelitian ini adalah penduduk Jabodetabek yang termasuk dalam usia angkatan kerja dan mengetahui adanya jenis toko berupa pop-up store. Data diolah menggunakan metode Structural Equation Modelling (SEM). Penelitian ini membuktikan pengaruh yang signifikan antara pop-up store experience dengan perceived uniqueness, scarcity, hedonic shopping value, dan willingness to pay secara langsung maupun tidak langsung. Penelitian ini tidak menemukan adanya pengaruh signifikan dari pop-up store experience terhadap brand loyalty secara langsung, kecuali variabel tersebut dimediasi oleh perceived uniqueness, scarcity, dan hedonic shopping value.

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As the number of retailers in Indonesia increases, modern markets are demanded to have competitive advantages to be able to compete. Based on this condition, pop-up store experience become one of the marketing strategies that is aimed to increase consumers willingness to pay and brand loyalty. Consumers willingness to pay and brand loyalty does not just affect by pop-up store experience, but also with perceived uniqueness, scarcity, and hedonic shopping value which is also the characteristics of pop-up store experience. Therefore, this study aims to see the effect of pop-up store experience on consumers willingness to pay and brand loyalty with the consideration of perceived uniqueness, scarcity, and hedonic shopping value. Respondents of this study are Indonesian citizen who live in Jabodetabek, in the age of working labor, and have heardabout pop-up store before. This research is using Structural Equation Modeling (SEM) to process the data. The findings suggest factors that affected by pop-up store experience both directly and indirectly are perceived uniqueness, scarcity, hedonic shopping value, and willingness to pay. This study does not find any direct effect from pop-up store experience on brand loyalty, unless this variable is mediated by perceived uniqueness, scarcity, and hedonic shopping value."

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Apple merupakan salah satu merek yang dapat mempertahankan penjualan iPhone dengan price premium yang dimilikinya. Penelitian ini bertujuan untuk menganalisis pengaruh brand image Apple terhadap willingness to pay a price premium produk iPhone pada pembeli iPhone di wilayah DKI Jakarta. Penelitian ini dilakukan di DKI Jakarta dengan objek penelitian yaitu produk iPhone dari brand Apple. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan survei sebagai instrumen utama. Survei ditujukan kepada masyarakat Daerah Khusus Ibukota (DKI) Jakarta yang sudah pernah membeli produk iPhone. Hasil survei penelitian ini diolah menggunakan instrumen SPSS 23.0 melalui analisis statistik deskriptif dan analisis regresi berganda. Hasil penelitian ini menunjukkan bahwa brand image Apple memiliki pengaruh terhadap willingness to pay a price premium produk iPhone pada pembeli iPhone di Wilayah DKI Jakarta sebesar 81,2%.

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Apple is one of the brands that can maintain iPhone sales at its premium price. This study aims to analyze the effect of Apple's brand image on willingness to pay a price premium for iPhone products on iPhone buyers in the DKI Jakarta area. This research was conducted in DKI Jakarta with iPhone as the object of this research. The approach used in this study is quantitative with surveys as the main instrument. The survey is aimed at people of the Special Capital Region (DKI) Jakarta who have bought iPhone products. The survey results of this study were processed using the SPSS 23.0 instrument through descriptive statistical analysis and multiple regression analysis. The results of this study indicate that Apple's brand image influences the willingness to pay a price premium for iPhone products to iPhone buyers in DKI Jakarta by 81.2%. 

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"Penelitian ini bertujuan untuk mengetahui hal yang menpengaruhi kesediaan konsumen dalam membayar willingness-to-pay produk local brand fashion di Indonesia, berdasarkan faktor - faktor yang terbentuk, seperti: Product Involvement, Price Consciousness, Price/Quality Inference, dan Product Information. Data diperoleh dari penyebaran kuesioner kepada 208 responden, pria dan wanita berkewarganegaraan asli Republik Indonesia, dengan usia berkisar antara 20-35 tahun, dan pernah melakukan pembelian produk local brand fashion di Indonesia dengan harga minimal Rp 250.000,00 per item-nya. Analisis data dilakukan menggunakan software SPSS 22, dengan metode regresi berganda stepwise.Hasil penelitian ini menunjukan bahwa terdapat pengaruh secara langsung pada product involvement terhadap price/quality inference dan willingness-to-pay; pengaruh yang tidak secara langsung atau harus melalui moderasi product information pada price consciousness terhadap price/quality inference, dan price/quality inference terhadap willingness-to-pay. Sedangkan price consciousness tidak memiliki pengaruh terhadap willingness-to-pay.

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This study aims to analyze factors which influence consumers 39 willingness to pay on local brand fashion products in Indonesia, based on factors performed, such as Product Involvement, Price Consciousness, Price Quality Inference, and Product Information. Data were collected using questionnare which distributed to 208 respondents, aiming for man and woman from 20 to 35 years old and is having Indonesian citizenship, have ever bought local brand fashion's product in Indonesia with minimum price Rp 250.000,00 per item. SPSS 22 is used to employe the data, with multiple regression stepwise method.

The result of this research shows that product involvement has direct impact on price quality inference and willingness to pay this research also found that product information plays role as a moderating variable between price consciousness to price quality inference, and price quality inference to willingness to pay. Futhermore, Price Consciousness is proven having no impact on willingness to pay."

"Penelitian ini bertujuan untuk menguji hubungan antara endorser credibility, brand credibility, attitude towards brand, attitude towards brand credibility, dan repurchase intention pada merek Wardah. Pengambilan data dilakukan dengan metode purposive sampling menggunakan survei yang disebarkan secara online kepada pengguna merek Wardah di Indonesia yang berusia minimal 17 tahun, mengetahui celebrity endorser Wardah, serta pernah melihat iklan Wardah melalui televisi atau media sosial dan membeli produk Wardah dalam rentang waktu bulan April 2020 s.d. Maret 2021. Sebanyak 522 responden terkumpul yang kemudian diolah dan dianalisis menggunakan Partial Least Square-Structural Equation Method (PLS-SEM). Hasil penelitian ini menunjukkan bahwa endorser credibility dan brand credibility secara positif mempengaruhi attitude towards brand dan brand credibility, serta attitude towards brand secara positif mempengaruhi repurchase intention. Attitude towards brand credibility tidak mempengaruhi repurchase intention dan tidak memediasi hubungan antara endorser credibility dan brand credibility dengan repurchase intention.

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The purpose of this study was to examine the relationship between endorser credibility, brand credibility, attitude towards brand, attitude towards brand credibility, and repurchase intention on the Wardah brand. The data was collected by purposive sampling method using a survey distributed online to users of the Wardah brand in Indonesia who are at least 17 years old, know the celebrity endorser of Wardah, and have watched Wardah’s advertisement from the television or social media as well as bought Wardah products within April 2021 until March 2021. A total of 522 respondents were collected which were then processed and analyzed using Partial Least Square-Structural Equation Method (PLS-SEM). The results of this study indicate that endorser credibility and brand credibility positively affect attitudes towards the brand and brand credibility, and attitudes towards the brand positively affect repurchase intentions. On the other hand, attitude towards brand credibility does not affect repurchase intention and does not mediate the relationship between endorser credibility and brand credibility with repurchase intention. "