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"ABSTRACTFirms are striving to increase their brand equity that ultimately leads to an increase in profitability. The purpose of the study is to identify the causal relationship of endorsers credibility with Brand credibility and its meditating role on consumer-based brand equity in the banking sector of Pakistan. 384 active HBC account holders taken as the sample and data collected through a comprehensive questionnaire. Correlation and regression analysis were conducted to test the factors of attractiveness, expertise, trustworthiness, and popularity on Brand credibility and further its effect on Brand equity. The results suggest that in banking sector firm Expertise of endorser is the most significant factor followed by trustworthiness and popularity that influence brand credibility and attractiveness does not have any impact on brand credibility. The study provides an understanding of brand building strategy, and it also highlights a clear brand differentiation strategy for bank brands."

"Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh dari aktivitas pemasaran media sosial terhadap consumer based brand equity. Variabel yang termasuk dalam consumer based brand equity dalam penelitian ini adalah brand awareness, brand image, perceived quality, brand attitude, dan brand loyalty. Penelitian ini merupakan penelitian kuantitatif dengan desain deskriptif. Hasil penelitian menunjukkan bahwa aktifitas pemasaran media sosial hanya berpengaruh kepada salah satu customer based brand equity berupa brand image.

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This research examine effect of social media marketing activities through Consumer based brand equity. Variables in Consumer Based Brand Equity are brand awareness, brand image, perceived quality, brand attitude, and brand loyalty. This research is quantitative with descriptive design. The result of this research show the activity of social media marketing activity effect through customer based brand equity only in brand image variable."

"Selama beberapa tahun terakhir perkembangan hubungan konsumen-merek (consumer–brand relationship) telah menjadi fokus teori branding dalam literatur pemasaran dalam rangka mengatasi lingkungan usaha yang semakin kompetitif. Ekuitas merek disebut sebagai alat terbaik yang bertindak sebagai pembeda yang menguntungkan (Aggarwal Sharma et al., 2013) dan kuat untuk menjaga hubungan konsumen-merek (consumer-brand relationship). Selain itu disebutkan pula bahwa pengalaman merek (brand experience) dan ekuitas merek berbasis konsumen (consumer-based brand equity) memiliki kepentingan yang sama untuk menjaga hubungan konsumen-merek (Altaf et al., 2017). Penelitian ini mencoba menyelidiki peran pengalaman merek dalam ekuitas merek berbasis konsumen (CBBE) pada produk perawatan diri halal khusus pria dalam rangka mengidentifikasi komponen penting dari ekuitas merek yang disarankan oleh Aaker (1991) dan Keller (1993) yang mengkombinasikan pengaruh dari loyalitas merek untuk mengelola ekuitas merek secara keseluruhan pada produk perawatan diri khusus pria. Peneliti melakukan penelitian kuantitatif dengan survei hasil olahan 251 responden pengguna produk Kahf di Indonesia yang dipertimbangkan untuk analisis data. Metode analisis yang akan digunakan dalam penelitian ini adalah Structural Equation Model (SEM) untuk melihat hubungan antar variabel dan moderasi dengan menggunakan aplikasi IBM AMOS 26 dan SPSS. Hasil penelitian menunjukkan bahwa persepsi kualitas, citra merek, pengalaman merek, loyalitas merek dan kesadaran merek berhubungan positif dan memiliki pengaruh yang signifikan terhadap ekuitas merek secara keseluruhan. Disimpulkan bahwa bahwa persepsi kualitas merupakan variabel penting dalam pengelolaan CBBE pada produk perawatan diri Halal khusus Pria untuk meningkatkan ekuitas merek secara keseluruhan.

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Over the last few years the evolution of consumer-brand relationships has become the focus of branding theory in the marketing literature in order to tackle an increasingly competitive business environment. Brand equity is claimed as the best tool that acts as a profitable differentiator (Aggarwal Sharma et al., 2013) and strong for maintaining consumer-brand relationships. In addition, brand experience and consumer-based brand equity were declared have the same importance in maintaining consumer-brand relationships (Altaf et al., 2017). This study tries to find the role of brand experience on consumer-based brand equity (CBBE) in Halal Personal Care for Men Product to identify the importants elements of brand equity suggested by Aaker (1991) and Keller (1993), which combined the effect of brand loyalty on managing overall brand equity in men's personal care products. Researchers conducted a quantitative study with a survey of the results of 251 respondents Kahf products user in Indonesia. The analytical method used in this research is the Structural Equation Model (SEM) to see the relationship between variables and moderation using IBM AMOS 26 and SPSS applications. The results revealed that perceived quality, brand image, brand experience, brand loyalty, and brand awareness; were positively related and had a significant effect on overall brand equity. Perceived quality is claimed an important variable in the management of CBBE on male-specific Halal personal care products to increase overall brand equity."

"ABSTRAKIndustri kosmetik dunia sedang mengalami perkembangan pesat, khususnya di Indonesia. Seiring dengan banyaknya produk dan pelaku industry kosmetika yang bermunculan, setiap produsen alat kecantikan dan kosmetika harus berlomba menciptakan nilai berbeda dari produknya untuk meningkatkan daya tarik konsumen untuk melakukan pembelian. Begitu pula halnya dengan mengendorse selebriti yang dirasa pantas dan sesuai dengan produknya, sehingga menarik niat beli mayarakat. Penulis memilih produk kosmetik L’oreal Paris yang dinilai penulis unik untuk diteliti karena L’oreal masuk dalam 10 dari 50 Merek Kosmetik Dunia Paling Bernilai tahun 2013 (dalam USD Billion). Dalam penelitian ini peneliti menguji secara empiris hubungan antara kredibilitas endorser dari L’oreal yaitu Maudy koesnaedi, kredibilitas merek dari L’oreal, dan hubungannya dengan pengembangan ekuitas merek berbasis konsumen. Dari keseluruhan hasil penelitian ini menunjukkan bahwa Endorser credibility mempengaruhi Brand Credibility. Hasil penelitian jugan menunjukkan bahwa Brand credibility mempengaruhi Consumer Based Brand Equity. Penelitian ini juga mendukung teori sebelumnya oleh Amanda; Pappu, Ravi; Cornwell, T Bettina (2011) dimana peneliti menemukan bahwa kredibilitas endorser tidak membangun consumer based brand equity secara langsung, tetapi juga dengan dampak brand credibility yang membawa pada peningkatan brand equity.

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ABSTRACTWorld cosmetics industry is growing, especially in Indonesia. With so many products and cosmetics industry players are popping up, every cosmetics manufacturers must compete to create different grades of products to enhance the consumer interest to make a purchase. Likewise, the use of celebrity endorsers were deemed inappropriate and has compatibility with the product, so that it can attract society's purchase intention. The author choose L' Oreal Paris cosmetic product that is unique to the authors assessed study, because L' oreal are included in 10 of the 50 World Most Valuable Brand Cosmetics in 2013 ( in USD Billion ). In this study we examined empirically the relationship between the credibility of the endorser of L' oreal ( Maudy Koesnaedi), the credibility of the brand L'oreal, and its relationship with the development of consumer -based brand equity. The results showed that Brand Credibility affect Endorser credibility. The results also indicate that brand credibility influence Consumer-Based Brand Equity. This study also supports previous theories from Amanda; Pappu, Ravi; Cornwell, T Bettina (2011), in which researchers found that the credibility of the endorser does not build brand equity directly, but also by the impact (mediating) of brand credibility which led to increased consumer based brand equity."

"Penelitian ini bertujuan untuk mengetahui variabel yang berpengaruh signifikan di dalam model consumer-based brand equity pada destinasi pariwisata alam di Indonesia dan mengambil studi kasus wisatawan nasional yang pernah berwisata ke Tebing Keraton. Metode analisis data yang digunakan adalah distribusi frekuensi, uji reliabilitas, validitas (analisis faktor), dan analisis regresi. IBM SPSS Statistics 20 digunakan sebagai alat bantu penelitian.Hasil penelitian ini menunjukkan bahwa destination brand awareness, destination brand image, dan destination brand value dapat mempengaruhi secara signifikan destination brand loyalty dalam konteks pariwisata, sedangkan destination brand quality tidak berpengaruh signifikan terhadap destination brand loyalty. Saran dari penelitian ini adalah Dinas Pariwisata Kabupaten Bandung, Jawa Barat dapat meningkatkan kesadaran (awareness), citra (image), dan nilai (value) pariwisata Tebing Keraton.

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The purpose of this research is to know the variables that are significantly influencing the model of consumer-based brand equity on the nature tourism destination in Indonesia and take on the case study of national tourist who have been traveled to Tebing Keraton. Data analysis methods used are frequency distribution, reliability test, validity test (factor analysis), and regression analysis. IBM SPSS Statistics 20 used as a research tools.

The result of this research indicates that the destination brand loyalty are significantly influenced by destination brand awareness, destination brand image and destination brand value, whereas destination brand quality doesn`t have significant influence to destination brand loyalty. Recommendation from this research is The Tourism Service of Bandung District, West Java can raise the awareness, image, and value of Tebing Keraton."

"Penelitian ini dilakukan dengan tujuan untuk menguji pengaruh Customer Perceived Ethicality nasabah Bank Central Asia terhadap Brand Equity, Brand Affect dan Brand Image serta pengaruh mediasi Brand Affect dan Brand Image terhadap Brand Equity. Penelitian ini telah dilaksanakan dengan mengambil sampel yang merupakan nasabah retail bank konvensional BCA dan bank digital blu by BCA, berusia 17 - 40 tahun dan merupakan nasabah aktif dari kedua bank tersebut selama minimal 6 bulan terakhir. Pengambilan sampel dilakukan dengan menyebarkan kuesioner dalam bentuk Google Forms yang disebarkan secara online melalui platform media sosial. Penelitian ini berhasil mengumpulkan 243 responden. Seluruh data yang telah dikumpulkan diolah menggunakan metode Partial Least Squares – Structural Equation Modelling (PLSSEM). Hasil dari pengolahan data penelitian menunjukan bahwa Customer Perceived Ethicality memiliki pengaruh yang signifikan terhadap Brand Image dan Brand Affect. Peran mediasi Brand Image juga menunjukan pengaruh positif antara Customer Perceived Ethicality dengan Brand Equity. Namun, ditemukan sebuah data yang menunjukan bahwa Customer Perceived Ethicality dan Brand Affect tidak memiliki pengaruh positif secara langsung maupun mediasi terhadap Brand Equity.

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This research was conducted to examine the effect of Bank Central Asia's Customer Perceived Ethicality towards Brand Equity, Brand Affect and Brand Image as well as the mediating effect of Brand Affect and Brand Image on Brand Equity. This research was conducted by taking samples which are the retail customers of conventional bank BCA and blu by BCA, aged 17-40 years and have been active customers of both banks for at least the last 6 months. Sampling was carried out by distributing questionnaires in Google Forms which were distributed online through social media platforms. This research managed to collect 243 respondents. All data that has been collected is processed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results of research data processing show that Customer Perceived Ethicality has a significant connection to Brand Image and Brand Affect. The mediation role of Brand Image also shows a positive relationship between Customer Perceived Ethicality and Brand Equity. However, another data was found showing that Customer Perceived Ethicality and Brand Affect did not have a direct positive influence or mediation on Brand Equity."

"Konsumsi kopi di Indonesia naik empat kali lipat sejak tahun 1990 dan generasi muda seperti milenial dan Gen-Z di Indonesia mulai berpindah dari mengonsumsi teh ke mengonsumsi kopi. Peristiwa ini telah menyebabkan revolusi industry kopi di Indonesia dengan bermunculannya berbagai macam merek kopi grab-n-go. Penelitian ini fokus kepada satu merek kopi grab-n-go yaitu Kopi Kenangan. Penilitian ini bertujuan untuk menganalisis dampak dari keterikatan emosional konsumen Indonesia dengan Kopi kenangan terhadap consumer-based brand equity dari Kopi Kenangan. Penilitian ini menggunakan model penelitian yang menggambarkan hubungan antara keterikatan emosional konsumen terhadap berbagai layanan media sosial dan consumer-based brand equity melalui kredibilitas merek dan kepuasan konsumen. Sebanyak 150 responden valid berhasil dikumpulkan melalui metode convenience sampling. Hasil dari penelitian ini membuktikan hubungan dari keterikatan emosional konsumen dengan sebuah merek terhadap consumer-based brand equity yang di mediasi oleh kredibilitas merek dan kepuasan konsumen dengan menganalisis data menggunakan PLS-SEM. Penelitian ini mengimplikasikan dan memberikan saran kepada merek kopi grab-n-go lainnya untuk meningkatkan consumer-based brand equity mereka dengan memperbesar kredibilitas merek, kepuasan konsumen, dan keterikatan emosional dengan sebuah merek.

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Coffee consumption in Indonesia have quadrupled since 1990 and younger generations like millennials and Gen-Z are increasingly switching from tea to coffee consumption. This has led to the revolution of the coffee industry in Indonesia with the emergence of the so-called “grab-n-go” coffee shops. This research focuses one brand of grab-n-go coffee which is Kopi Kenangan. The purpose of this research is to investigate the effect of Indonesian consumers’ emotional brand attachment with Kopi Kenangan towards the consumer-base brand equity of the brand. This research utilizes the framework that depicts the relationship between consumers’ emotional attachment to social media brands and its consumer-based brand equity through brand credibility and consumer satisfaction. A total of 150 valid respondents were collected through a convenience sampling method. The result of this research proves the relationship between emotional brand attachment and consumer-based brand equity but is significantly mediated by brand credibility and consumer satisfaction by analyzing the data using PLS-SEM. This study implies and makes suggestions for other grab-n-go coffee brands to improve their consumer-based brand equity by enhancing brand credibility, consumer satisfaction, and emotional brand attachment."

"ABSTRAKPenelitian ini bertujuan untuk meneliti faktor determinan (driver) dari consumer-based halal brand equity yang diartikan sebagai preferensi terhadap salah satu merek dibanding dengan merek lain yang sejenis hanya dikarenakan atribut halal yang ditawarkan oleh sebuah merek. Penelitian ini menggunakan aspek religiusitas sebagai faktor kunci dalam menentukan faktor determinan dari consumer based halal brand equity, yang pada penelitian ini ditentukan oleh keterlibatan masa lalu mereka terhadap konsumsi halal serta keinginan konsumen dalam mencari manfaat spiritual dengan mengonsumsi produk produk bermerek halal. Penelitian ini menggunakan metode Structural Equation Modelling dimana pengambilan data menggunakan teknik single cross-sectional melalui bantuan kuesioner dengan sampel konsumen muslim di Indonesia. Hasil penelitian ini menunjukkan bahwa religiusitas (khususnya religiusitas intrinsik) adalah faktor kunci dalam menentukan perilaku konsumsi halal konsumen (consumer halal choice behavior) dan manfaat spiritual (self expressive religious benefit) yang merupakan pendorong ekuitas merek halal berbasis konsumen (consumer based halal brand equity). Studi ini menemukan consumer based halal brand equity lebih dipengaruhi oleh perilaku konsumsi halal konsumen (consumer halal choice behavior) daripada manfaat spiritual yang diperoleh dari mengonsumsi produk bermerek halal (self-expressive religious benefit). Studi ini juga menemukan bahwa logo halal sebagai variabel moderasi dapat memberikan kepercayaan tambahan atau bahkan menciptakan keraguan dalam konsumsi halal konsumen. Temuan ini penting bagi perusahaan multinasional yang beroperasi di negara dengan mayoritas populasi Muslim untuk menyediakan produk yang memenuhi kebutuhan konsumen Muslim yang dipengaruhi oleh aspek religiusitas.

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ABSTRACT

This study aims to examine the drivers of halal consumer-based halal brand equity which are interpreted as preferences for one brand compared to other similar brands only due to the halal attributes offered by a brand. This study uses aspects of religiosity as a key factor in determining the drivers of consumer-based halal brand equity, which in this study are determined by their past involvement in halal consumption and the desire of consumers to seek spiritual benefits by consuming halal-branded products. Furthermore, this study also uses halal logo as a moderating variable. This study uses the Structural Equation Modeling method. The samples are gathered by using single cross-sectional technique through online questionnaire with samples are muslim consumers in Indonesia. The results of this study indicate that religiosity (specifically intrinsic religiosity) is a key factor in determining consumer halal choice behavior and self-expressive religious benefit which are the driver of consumer based halal brand equity. This study found that consumer based halal brand equity largely depends on consumer halal choice behavior (their past involvement in halal consumption) rather than self expressive religious benefit (seeking for spiritual benefit). This study also found that halal logo as moderating can give additional confidence or even create doubt in consumers halal consumption. These findings are important for multinational companies which operating in a country with a majority of the Muslim population to provide products that meet the needs of Muslim consumers that can be influenced by aspects of religiosity."