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"Tokopedia merupakan salah satu top e-commerce di Indonesia yang menjual berbagai produk secara online, termasuk produk kosmetik. Tujuan penelitian ini adalah untuk menganalisis bagaimana pengaruh kepercayaan merek brand trust terhadap loyalitas merek brand loyalty pada merek kosmetik di Tokopedia. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel purposife. Pada penelitian ini sampel yang diambil sebanyak 100 orang responden. Metode analisis pada penelitian ini menggunakan Analisis Regresi Linier, dengan responden yang pernah membeli merek produk kosmetik di Tokopedia dan dengan cara purposive sampling. Hasil dari penelitian ini menunjukkan bahwa kepercayaan merek brand trust memiliki pengaruh secara signifikan terhadap loyalitas merek brand loyalty, yaitu sebesar 57.

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Tokopedia is one of the top e commerce in Indonesia that sells various products online, including cosmetic products. The purpose of this study is to analyze the influence of brand trust on brand loyalty brand loyalty on brand cosmetics in Tokopedia. This research uses quantitative approach with purposive sampling technique. In this study the sample taken as many as 100 respondents. The method of analysis in this study using Linear Regression Analysis, with respondents who had bought brand cosmetic products in Tokopedia and by way of purposive sampling. The results of this study indicate that brand trust has a significant influence on brand loyalty 57."

"Beberapa tahun terakhir pertumbuhan jumlah pengguna Internet di Indonesia selalu mengalami peningkatan. Internet tidak hanya digunakan sebagai sumber informasi, tapi juga dijadikan sebagai sarana pembangun koneksi antar individu hingga menjadi lahan bisnis. Salah satu bisnis yang sedang menjadi tren baru di pasaran Indonesia adalah online shop e-commerce. Banyak sekali online shop e-commerce bermunculan sehingga persaingan antar online shop e-commerce pun semakin tinggi. Untuk menjadi online shop e-commerce No 1 di Indonesia banyak cara dilakukan salah satunya meningkatkan brand awarenessterhadap kustomer. Penelitian ini dilakukan bertujuan untuk menganalisis pengaruh brand awareness terhadap trust, ewom dan purchase intention dari kustomer. Data penelitian diperoleh dengan menyebarkan kuesioner online di Internet. Total didapatkan 127 jawaban kuesioner yang valid yang digunakan untuk analisis. Analisis menggunakan pendekatan Structural Equation Model SEM dan menggunakan alat AMOS 23. Dari hasil analisis didapatkan bahwa brand awareness mempunyai pengaruh yang signifikan dan positif terhadap eWOM electronic Word of Mouth tapi tidak berpengaruh langsung terhadap trusts dan purchase intention. eWOM juga memberi pengaruh yang signifikan terhadap trust dan purchase intentionsedangkan Trustjuga memberi pengaruh yang sangat signifikan terhadap Purchase Intention.

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In the last few years, the number of Internet users in Indonesia was growing rapidly. Internet is not only used as a source of information, but also connect peoples and as a commercial enterprise. One of business that is becoming a new trend in the Indonesian market is online shop e commerce. So many online shop commerce grow, so the competition between online shop be higher. To be the No 1 online shop e commerce in Indonesia, so many way will do, one of the way is increase customer brand awareness. The purpose of this study is to analyze the things that affect the willingness of customers brand awareness to trust, eWOM dan purchase intention. Data were obtained by distributing online questionnaires in Internet. Total 127 valid questionnaire responeses were used for analysis. The analysis was conducted using Structural Equstion Model SEM and AMOS 23 as the tools. We found that brand awareness have a positive and significant effect to eWOM electronic Word of Mouth but not significant effect to trust and purchase intention.eWOM also have a positive and significant effect to the trust and purchase intention, and trust also have a positive and significant effect to the purchase intention."

"Penelitian ini bertujuan untuk meneliti pengaruh dari gamification elements, yaitu reward elements, challenge elements, points elements, dan enjoyment elements terhadap brand loyalty yang dimediasi oleh customer engagement. Penelitian ini menggunakan desain penelitian deskriptif dengan pengambilan data secara cross-sectional melalui penyebaran kuesioner kepada responden menggunakan Google Form. Responden yang disasar pada penelitian ini adalah pengguna Shopee yang pernah bermain games Shopee dalam 3 bulan terakhir dengan usia 18-34 tahun dan berdomisili di Jabodetabek. Data yang didapatkan diolah menggunakan metode Structural Equation Modeling (SEM) dengan bantuan software Smart PLS 3.0. Hasil penelitian menunjukkan bahwa challenge elements dan enjoyment elements memiliki pengaruh positif dan signifikan terhadap brand loyalty dengan dimediasi oleh customer engagement. Di sisi lain, customer engagement tidak dapat memediasi pengaruh reward elements dan points elements terhadap brand loyalty.

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This study uses a descriptive research design with cross-sectional data collection through distribution questionnaires to respondents using Google Form. The target respondents in this study are the Shopee users that have played Shopee games in 3-month period with age 18 – 34 years old and domiciled in Jabodetabek area. The number of respondents obtained in this study was 163 respondents. The data obtained is processed using Structural Equation Modelling (SEM) method with the help of Smart PLS 3.0 software, The result of this study indicate that only challenge elements and enjoyment elements has a significant influence towards brand loyalty mediated by customer engagement. Customer engagement cant mediate the influence of reward elements and points elements towards brand loyalty.  "

"Persaingan e-commerce di Indonesia mengharuskan perusahaan e-commerce untuk membuat strategi baru untuk dapat mempertahankan loyalitas konsumen. Gamification diyakini memiliki pengaruh yang kuat untuk dapat menarik dan melibatkan konsumen sehingga konsumen loyal terhadap sebuah e-commerce. Tesis ini membahas pengaruh gamification terhadap brand loyalty pada e-commerce di Indonesia melalui customer engagement sebagai variabel intervening dan customer satisfaction sebagai variabel moderating. Pendekatan yang digunakan dalam penelitian ini menggunakan pendekatan kuantitatif kepada 200 responden pengguna kuis Shopee.Metode analisis data dilakukan dengan menggunakan analisis deskriptif dan analisis jalur. Dalam penelitian ini terdapat tiga model penelitian, yaitu pertama pengaruh gamification terhadap brand loyalty secara langsung, kedua pengaruh gamification terhadap brand loyalty melalui customer engagement sebagai variabel intervening dan ketiga pengaruh gamification terhadap brand loyalty melalui customer engagement sebagai variabel intervening dan customer satisfaction sebagai variabel moderating.Hasil penelitian membuktikan gamification berpengaruh terhadap brand loyalty secara langsung; gamification berpengaruh terhadap brand loyalty melalui customer engagement sebagai variabel intervening; dan customer satisfaction tidak dapat memoderasi pengaruh antara customer engagement dengan brand loyalty. Pada praktiknya e-commerce dapat menerapkan gamification dengan menggunakan elemental tetrad model untuk meningkatkan loyalitas konsumen sehingga perusahaan dapat bersaing dan mengembangan bisnis. Selain itu, segmentasi responden dapat dipertimbangkan untuk mengukur karakteristik dari pengguna sebuah gamification sehingga dapat dijadikan acuan bagi perusahaan dalam penerapan tipe gamification yang tepat.

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The competition of e-commerce in Indonesia requires e-commerce companies to create new strategies to be able to maintain consumer loyalty. Gamification is believed to have a strong influence to attract and engage consumers so that consumers are loyal to the e-commerce. This thesis discusses the effect of gamification on brand loyalty in e-commerce in Indonesia through customer engagement as an intervening variable and customer satisfaction as a moderating variable. The approach used in this study uses quantitative approach with 200 respondents Kuis Shopee users.

Data analysis method is done by using descriptive analysis and path analysis. In this study there are three research models, firstly the effect of gamification on brand loyalty directly, secondly the effect of gamification on brand loyalty through customer engagement as an intervening variable and thirdly the effect of gamification on brand loyalty through customer engagement as an intervening variable and customer satisfaction as a moderating variable.

The results of the study prove that gamification directly affects brand loyalty; gamification has an effect on brand loyalty through customer engagement as an intervening variable; and customer satisfaction cannot moderate the influence between customer engagement and brand loyalty. In practice e-commerce can apply gamification by using elemental tetrad model to increase consumer loyalty so that companies can compete and develop the business. In addition, segmentation of the respondent can be considered to measure the characteristics of gamification users so that it can be used as a reference for companies in applying the right type of gamification."

"Brand berperan dalam membantu konsumen untuk membangun identitas diri mereka Escalas dan Bettman, 2003 sehingga brand yang dipilih konsumen dinilai memiliki nilai yang jauh lebih dari sekedar nilai fungsional McDonald dan Wilson, 2011 . Menurut Schau dan Gilly 2003 , social networks memungkinkan seorang konsumen untuk menunjukkan sebuah 'ideal self' mereka. Penelitian ini bertujuan untuk mengetahui pengaruh self-expressive brands inner dan social self yang ada pada Facebook terhadap brand love, brand advocacy word of mouth, dan brand advocacy acceptance. Sampel yang digunakan dalam penelitian ini adalah para pengguna Facebook yang pernah melakukan 'like', 'comment' dan 'share' terhadap suatu brand page tertentu yang ada di Facebook dalam kurun enam bulan terakhir. Data diolah dengan menggunakan metode Structural Equation Modeling SEM.Hasil penelitian menunjukkan bahwa self-expressive brands inner self dan self-expressive brands social self berpengaruh positif terhadap brand love. Lalu, brand love memiliki pengaruh signifikan yang bersifat positif terhadap brand advocacy word of mouth dan brand advocacy acceptance. Selain itu, self-expressive brands inner self berpengaruh positif terhadap brand advocacy acceptance namun tidak berpengaruh terhadap brand advocacy word of mouth. Sebaliknya, self-expressive brands social self berpengaruh positif terhadap brand advocacy word of mouth namun tidak berpengaruh terhadap brand advocacy acceptance.

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Brand has a role to help consumer in developing their self identity Escalas and Bettman, 2003 so the consumer selects particular brand far beyond its functional benefit McDonald and Wilson, 2011. Schau and Gilly 2003 found that social networks allow consumer to show their 'ideal self'. This study aims to analysis the effect of self expressive brands on Facebook towards brand love, brand advocacy word of mouth, and brand advocacy acceptance. Samples in this study are Facebook user who had already given their like, comment and share for a particular brand within six months. The data was processed by using Structural Equation Modeling SEM.

The result of this study found that both self expressive brands inner self and self expressive brands social self have positive effect to brand love. Brand love has positive effect to brand advocacy word of mouth and brand advocacy acceptance. This study also found that self expressive brands inner self has positive effect to brand advocacy acceptance, but it doesn't have effect to brand advocacy word of mouth. On the other hand, self expressive brands social self has positive effect to brand advocacy word of mouth, nevertheless it doesn't have effect to brand advocacy acceptance."

"ABSTRAKPenelitian ini secara empiris menguji dampak dari empatdimensi kepribadian merek (sincerity, excitement, competencedan sophistication) pada brand love, store brand loyaltyand positive word of mouth.Sayafokus pada pengecer online di Indonesia. Model yang diusulkan diuji menggunakan pemodelan persamaan struktural (SEM) dari 398 responden yang dikumpulkan. +WOM penting untuk mengurangi biaya pemasaran. Tujuan dari penelitian ini adalah untuk menganalisis apakah empatdimensi brand personalitydan brand lovememiliki dampak positif pada store brand loyaltydanpositive word of mouth. Hasilnya menunjukkan bahwa tigadari empatdimensi kepribadian merek yaitu sincerity, competence, sophistication memiliki dampak positif pada brand lovedan melalui jalur store brand loyaltyke positif word of mouth. Dua dimensibrand personality yaitu sincerity, excitement berpengaruh secara positif terhadap+ WOM.Pengaruh tigadimensibrand personality pada + WOM karena brand love. Jadi, temuan ini memperkuat pentingnya membangun brand personality danbrand love dalam konteks ritel.

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ABSTRACT

This research empirically tests the impact of four brand personality dimensions (sincerity, excitement, competence and sophistication) on brand love, store brand loyalty and positive word of mouth. I focused on online retailers in Indonesia. The proposed model is tested using structural equation modeling (SEM) from 398 collected respondents. +WOM is important to reduce marketing costs. The purpose of this study is to analyze whether the four dimensions of brand personality and brand love have a positive impact on store brand loyalty and positive word of mouth. The results demonstrated that three of four dimensions of brand personality namely sincerity, competence, sophistication have a positive impact on brand love and through store brand loyalty path to positive word of mouth. Two dimensions of brand personality, namely sincerity, excitement have a positive effect on + WOM. The effect of three dimensions brand personality on +WOM because brand love. So, this finding strengthens the importance of the brand personality brand love construct in the context of retailing."

"ABSTRAKSocial commerce telah mengalami perkembangan yang pesat di dunia, termasuk juga di Indonesia. Perusahaan kini dapat dengan mudah mengembangkan hubungan mereka dengan konsumen melalui halaman merek yang mereka ciptakan. Hal ini membuat social commerce menjadi sebuah isu penting dalam dunia pemasaran. Penelitian ini membahas tentang faktor-faktor yang mempengaruhi loyalitas konsumen terhadap merek yang menggunakan social commerce dari perspektif kualitas hubungan. Hasil penelitian menunjukkan bahwa kongruensi diri dan kualitas informasi dapat mempengaruhi kualitas hubungan secara positif. Namun, norma sosial dan interaktivitas tidak memiliki pengaruh signifikan terhadap kualitas hubungan. Peneliti berharap hasil penelitian ini dapat bermanfaat bagi praktisi dan akademisi dalam memberikan wawasan terkait faktor-faktor yang dapat mempengaruhi loyalitas konsumen terhadap merek yang menggunakan social commerce.

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ABSTRACTSocial commerce has experienced rapid growth in the world, including in Indonesia. Companies can now easily develop their relationship with consumers through the brand page they create. This makes social commerce an important issue in the marketing world. This study discusses the factors that influence consumer loyalty to brands that use social commerce from the perspective of relationship quality. The results showed that self congruence and information quality have a positive effect on relationship quality. However, social norms and interactivity have no significant effect on relationship quality. Relationship quality is found to affect brand loyalty. This research is expected to be useful for practitioners and academics in providing insight into the factors that can affect consumer loyalty to brands that use social commerce."

"Perkembangan teknologi informasi yang pesat di Indonesia menyebabkan petumbuhan pasar online yang juga pesat. Banyak sekali e-commerce baru bermunculan, terutama e-commerce business-to-consumer B2C , dan produk yang paling diminati adalah produk fashion. Dengan ini kompetisi pada pasar online pun semakin ketat. Penting bagi suatu perusahaan e-commerce untuk mempertahankan kepercayaan dan loyalitas pelanggan mereka untuk tetap dapat bersaing di pasar. Di sisi lain, perkembangan teknologi informasi ini juga ditambah dengan adanya media sosial yang kini sangat marak digunakan. Media sosial sudah menjadi sumber informasi bagi masyarakat. Maka dari itu, perusahaan melihat media sosial sebagai media pemasaran yang potensial. Dengan melihat kedua hal ini, perlu dilakukan penelitian untuk meningkatkan Brand Trust dan Brand Loyalty pelanggan e-commerce B2C, khususnya yang menjual produk fashion, dengan melihat faktor-faktor yang ada dalam Social Media Marketing SMM . Hasil penelitian ini dapat menjadi saran bagi perusahaan e-commerce dalam membuat strategi Social Media Marketing yang befokus pada peningkatan Brand Trust dan Brand Loyalty pelanggan mereka, sehingga dapat bersaing dengan perusahaan-perusahaan e-commerce lain di Indonesia.

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Information technology fast development in Indonesia has caused the fast growth in Indonesian online market. So many new e commerce companies enter Indonesian online market, especially B2C e commerce companies that sell fashion product. This causes the online market in Indonesia to get more competitive. It is very important for an e commerce company to retain their customer rsquo s trust and loyalty towards the company, in order to survive in the market competition. On the other side, the development of information technology relates strongly with social media user that has been increasing throughout the years. Social media has been seen as one of the main source of information for its user. Therefore, company sees social media as a potential medium for marketing.

With those aspects in mind, it is needed to conduct a research to increase Brand Trust and Brand Loyalty of B2C e commerce rsquo s customers using factors in Social Media Marketing SMM. The result of this research can be used as a guidance for e commerce company to plan their Social Media Marketing strategy that focuses on increasing Brand Trust and Brand Loyalty of their customer, in order to sustain their competitiveness in the Indonesian market. "

"Tesis ini membahas penerapan strategi pemasaran Word of Mouth di dalam aktivitas Integrated Marketing Communication (IMC) yang telah perusahaan B2B Telekomunikasi di Indonesia dan analisis pengaruhnya terhadap brand attachment untuk menciptakan pembelian atau permintaan kebutuhan target pasar potensial terhadap produk layanan perusahaan tersebut di masa-masa mendatang. Penelitian ini dilakukan terhadap korporasi-korporasi dari berbagai segmen industri yang menjadi pelanggan 3 (tiga) perusahaan B2B telekomunikasi besar di Indonesia yang dianggap mewakili pelaku industri, yaitu Lintasarta, Telkom dan XL. Analisis data dilakukan dengan simple regression dan multiple regression, terhadap variabel brand awareness, brand image, brand satisfaction, brand trust, dan brand attachment.

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The focus of this study is to analyze the impact of brand attachment as word of mouth marketing strategy, as part of the Integrated Marketing Communications (IMC) activities, for B2B telecommunications companies in Indonesia. PT Aplikanusa Lintasarta, PT Telekomunikasi Indonesia Tbk, and PT XL Axiata, the biggest players in ICT solutions with their programs in creating the needs for their Information and Communication Technology (ICT) Solution for their potential target markets, are the example for this research for using word of mouth marketing strategy for creating the purchase intention by building brand awareness, brand image, brand satisfaction, brand trust, and brand attachment. The type of this research is quantitative research with descriptive research design and using simple regression and multiple regression."