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"Seiring dengan meningkatnya penetrasi internet di Indonesia, peningkatan tersebut juga turut mendorong orang-orang di Indonesia untuk    menggunakan berbagai macam produk dan layanan berbasis internet khususnya media sosial seperti Instagram. Di tengah peluang yang tersedia ini, bisnis yang sekarang sedang diminati untuk menunjang gaya hidup seperti merek sepatu lokal dapat memanfaatkan peluang tersebut dengan menggunakan fitur iklan yang dipersonalisasi yang ada di Instagram. Penelitian kuantitatif ini dilaksanakan untuk menganalisis pengaruh iklan yang dipersonalisasi melalui variabel perceived personalization dan self-expressive brand yang mana diprediksi dapat mempengaruhi perceived quality dan brand loyalty merek sepatu lokal yang beriklan di Instagram. Sebanyak 386 responden yang merupakan pengguna Instagram dan juga konsumen dari empat merek sepatu lokal diperoleh menggunakan metode purposive sampling dan dianalisis menggunakan permodelan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian ini menunjukkan bahwa perceived personalization dan self-expressive brand dalam konteks iklan yang dipersonalisasi berpengaruh terhadap consumer brand engagement dan brand attachment yang dimana kedua faktor ini juga mempengaruhi perceived quality, dan juga hasil penelitian ini menunjukkan brand attachment dan perceived quality mempengaruhi brand loyalty.

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Along with the increasing level of internet penetration in Indonesia, the current developments encourage people to familiarize and adopts variety of internet-based products and service especially Instagram as social media in Indonesia. Amidst these opportunities, businesses that are particularly preferred in current lifestyle like local footwear brand can take advantage by being present on Instagram to foster their relationship with their consumers through personalised advertisement. This quantitative research is constructed to analyse the effectiveness of personalised advertisement by proposing key driver namely perceived personalization and selfexpressive brands that predicts consumer brand engagement, brand attachment and its effect towards perceived quality and brand loyalty. A total of 386 respondents that are Instagram users and consumers of four local footwear brand were collected using purposive sampling method and the data was processed using Partial Least Squares-Structural Equation Modelling (PLS-SEM). The findings suggest that perceived personalization and self-expressive brand within personalised advertisement affect the consumer's brand engagement and brand attachments. Whereby, consumer brand engagement and brand attachment play an important role on affecting the perceived quality. Lastly Brand attachment and perceived quality also found to influence the consumer's loyalty toward a brand."

"Konsumen sekarang sudah tidak lagi mencari brand yang hanya dapat memberikan mereka tangible benefits, tetapi juga yang dapat memberikan intangible benefits. Mereka mencari brand yang dapat memikat dan menyentuh hati, sesuatu yang menarik. Konsumen menginginkan sesuatu yang lebih dari sebuah produk, mereka ingin merasakan sesuatu untuk merasa puas. Penting bagi sebuah brand untuk mengaplikasikan experiential marketing, untuk mencapai keberlanjutan pada bisnis. Yang kedepannya, dapat melahirkan konsumen yang loyal pada brand. Penelitian sebelumnya menunjukan hasil yang signifikan terhadap efek dari pengimplementasian brand experience terhadap terbentuknya brand loyalty, dengan efek mediasi terhadap hubungan tersebut. Penelitian ini bertujuan untuk menganalisa efek positif dari brand experience terhadap brand loyalty yang dimediasi oleh perceived quality, brand love, dan brand trust, dengan menggunakan konteks studi brand Sejauh Mata Memandang. Metode purposive sampling digunakan untuk mengambil data dari 196 responden yang berusia 15 hingga 65 tahun, yang sebelumnya telah membeli produk dari Sejauh Mata Memandang dalam kurun waktu satu tahun terakhir. PLS-SEM kemudian digunakan untuk mengolah data tersebut. Penemuan pada penelitian ini menunjukan bahwa efek dari brand experience terhadap brand loyalty terbukti tidak signifikan. Meskipun begitu, hubungan keduanya dimediasi secara signifikan melalui brand love dan brand trust.

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Consumers nowadays are no longer looking for brands who can only provide them with tangible benefits, but also ones with intangible benefits as well. They seek brands who can captivate their senses and touch their hearts with something that is fascinating, real and authentic. Consumers want more than a product, they want experience to be satisfied. It is critical for brands to practice experiential marketing in order to achieve business sustainability. Ultimately this would also result in loyal consumers towards the brand. Previous studies have shown significant results from implementing brand experiences towards building brand loyalty—with mediating effects in the relationship. This study aims to examine the positive effect of brand experiences towards brand loyalty mediated by perceived quality, brand love, and brand trust, in the context of Sejauh Mata Memandang. Purposive sampling methods were used to collect data from 196 respondents aged 15 to 65 who had purchased any products from Sejauh Mata Memandang in the previous year. Partial Least Squares Structural Equation Modeling (PLS-SEM) was then used to process the data collected. The findings of this study suggest that the effect of brand experience on brand loyalty has been proven to be positively insignificant. However, the relationship between brand experience and brand loyalty are mediated by brand love and brand trust."

"Penelitian ini bertujuan untuk mengetahui bahwa pengalaman merek pada konsumen Gojek Indonesia memiliki pengaruh terhadap loyalitas merek. Sampel yang digunakan dalam penelitian ini merupakan para pengguna Gojek Indonesia yang berdomisili di Indonesia yang berusia 18-28 tahun. Terdapat sebanyak 290 responden terkumpul yang menggunakan metode purposive sampling. Kemudian, diolah dan dianalisis menggunakan Partial Least Square - Structural Equation Model (PLS-SEM). Hasil penelitian ini menunjukkan pengaruh dari pengalaman merek yang dirasakan oleh konsumen Gojek Indonesia terhadap loyalitas merek melalui persepsi kualitas dan kepercayaan merek. Penelitian ini menunjukkan bahwa loyalitas merek dipengaruhi secara langsung oleh pengalaman merek, persepsi kualitas, dan kepercayaan merek. Selain itu, persepsi kualitas dan kepercayaan merek juga memiliki efek mediasi terhadap hubungan antara pengalaman merek dan loyalitas merek. Penelitian ini diharapkan dapat membantu perusahaan pada industri on-demand service dalam meningkatkan loyalitas merek dari konsumen mereka.

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This study aims to determine that the brand experience of Gojek Indonesia customers has an influence on brand loyalty. The samples used in this study are Gojek Indonesia users who are domiciled in Indonesia aged 18-28 years. There were 290 respondents collected using purposive sampling method. The date is processed and analyzed using Partial Least Square - Structural Partial Model (PLS-SEM). The results of this study show the influence of the brand experience felt by Gojek Indonesia customers on brand loyalty through perceived quality and brand trust. This study shows that brand loyalty is directly influenced by brand experience, perceived quality, and brand trust. Moreover, perceived quality and brand trust also have a mediating effect on the relationship between brand experience and brand loyalty. This study is expected to help companies in the on-demand service industry in increasing brand loyalty from their customers."

"Islamic branding adalah fenomena yang terjadi dalam dunia pemasaran di Indonesia dengan semakin maraknya merek yang menggunakan klaim halal pada produknya serta juga penggunaan simbol-simbol Islami dalam komunikasi pemasarannya. Penelitian ini dilakukan untuk menganalisa pembentukan ekuitas merek (brand equity) dalam Islamic brand dengan menggunakan merek kosmetik Wardah sebagai obyek penelitian.Menciptakan loyalitas konsumen adalah merupakan tujuan utama dari seorang pengelola merek, dan merupakan inti dari konsep brand equity. Tujuan dari penelitian ini adalah untuk melihat pengaruh dari variabel-variabel perceived quality, corporate brand image dan brand personality dari Islamic brand terhadap brand loyalty baik secara langsung maupun melalui variabel perantara brand attitude. Penelitian dilakukan pada 159 responden dengan menggunakan menggunakan metode kuantitatif analisa jalur.Hasil dari penelitian ini menunjukkan bahwa variabel perceived quality dapat memberikan pengaruh kepada brand loyalty baik secara langsung maupun secara tidak langsung yaitu melalui variabel brand attitude. Sementara brand personality tidak dapat memberikan pengaruh langsung pada brand loyalty melainkan hanya melalui brand attitude. Corporate brand image tidak secara signifikan dapat memberikan pengaruh baik pada brand loyalty maupun brand attitude.

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Islamic branding is a phenomenon that occurs in the world of marketing in Indonesia with the increasingly widespread brands that use halal claims on their products as well as the use of Islamic symbols in their marketing communications. This research was conducted to analyze the formation of brand equity in Islamic brand by using Wardah cosmetic brand as research object. Creating brand loyalty is the main objective of a marketer and is at the core of the brand equity concept.

The purpose of this research is to analyse the effect of perceived quality, corporate brand image and brand personality of Islamic brand towards brand loyalty either directly or through the mediation of brand attitude. The research was conducted on 159 respondents by using quantitative method of path analysis.

The result of this study indicates that perceived quality variables gives effect to brand loyalty either directly or indirectly through variable brand attitude. Meanwhile brand personality does not give a direct impact on brand loyalty but only through mediation of brand attitude. Corporate brand image does not significantly effect to both brand loyalty and brand attitude."

"ABSTRAKPenelitian ini bertujuan untuk menganalisis pengaruh promosi penjualan yang terbagi atas moneter dan nonmoneter terhadap kesadaran merek, kesan kualitas, dan loyalitas merek di Carrefour. Hasil penelitian ini nantinya diharapkan dapat memberi masukan demi peningkatan kesadaran merek, kesan kualitas, dan loyalitas merek di Carrefour. Berdasarkan hasil penelitian melalui survei pada 212 orang responden, maka diketahui bahwa promosi penjualan yang bersifat moneter berpengaruh secara positif dan signifikan terhadap kesadaran merek, kesan kualitas, dan loyalitas merek, sedangkan promosi penjualan yang nonmoneter hanya berpengaruh terhadap kesadaran merek dan loyalitas merek. Promosi penjualan moneter tidak mampu memberikan pengaruh terhadap kesan kualitas Carrefour.

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ABSTRACT

This research therefore is going to analyze the effect of sales promotion which is divided into monetary and non-monetary toward brand awareness, perceived quality, and brand loyalty at Carrefour. The findings of this research may expectably become beneficial input for the continuous improvement of brand awareness, perceived quality, and brand loyalty at Carrefour. The results indicate that monetary sales promotion affects brand awareness, perceived quality and brand loyalty, while non-monetary sales promotion only affects brand awareness and brand loyalty. Non-monetary sales promotion can not affect the perceived quality of Carrefour."

"Penelitian ini bertujuan untuk menganalisis pengaruh faktor-faktor dari perceived quality dan brand trust terhadap suatu merek dan pengaruhnya terhadap perceived quality, brand trust dan brand loyalty. Penelitian ini dilakukan terhadap 160 responden yang didapat melalui teknik purposive sampling. Metode pengolahan data yang digunakan dalam penelitian ini adalah uji beda dan Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa tidak terdapat perbedaan dalam penilaian perceived quality, brand trust dan brand loyalty dari merek Indosat dan Indosat Ooredoo. Selain itu, knowledge of the brand substitution, degree of acceptance of the brand change, percevied similarity between the old and new brand dan attachment to initial brand berpengaruh positif terhadap perceived quality. Meskipun demikian, hanya variabel degree of acceptance of the brand change dan attachment to initial brand yang berpengaruh positif terhadap brand trust. Sementara variabel knowledge of the brand substitution dan perceived similarity between the old and new brand memiliki pengaruh negatif terhadap brand trust. Selain itu, perceived quality terbukti memiliki pengaruh positif terhadap brand trust, namun berpengaruh negatif terhadap brand loyalty. Hasil penelitian juga menunjukkan bahwa brand trust berpengaruh positif terhadap brand loyalty.

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This study aims to analyze the influence of perceived quality and brand trust factors towards perceived quality, brand trust and brand loyalty of a brand. Respondents of this research are chosen through purposive sampling, with total 160 respondents. Compare Means and Structural Equation Modelling (SEM) are used to process the data. The result of this research shows that there are no difference between the measurement of perceived quality, brand trust and brand loyalty betwen Indosat and Indosat Ooerdoo. Knowledge of the brand substitution, degree of acceptance of the brand change, percevied similarity between the old and new brand and attachment to initial brand have positive effect towards perceived quality. Meanwhile, only degree of acceptance of the brand change and attachment to initial brand have positive effect towards brand trust. While knowledge of the brand substitution and perceived similarity have negative effect towards brand trust. Furthermore, perceived quality have positive effect on brand trust, but negative towards brand loyalty. Other than that, brand trust also positively effect brand loyalty."

"Industri otomotif di Indonesia lima tahun telah teijadi persaingan antara merek-merek yang berasal dari pabrikan Jepang, Eropa, dan Amerik:a, bebkan China. Produsen berusaba untuk mendapetkan customer perceived value yang positif dan brand trust sehingga loyalitas dari konsumen akan tereapai. Melalul penelitian ini pemdis ingin melihat loyalitas pengguna mobil di Jakarta yang dipengaruhi oleh customs perceived value dan brand trust. Serta ingin mengetahul apakah tiga variebel tersebut mempunyai pengaruh yang positif. Penelitian ini menggunakan menggunakan kuesloner yang disebarkan kepada responden dan menggunakan regresi sederhana dalam menganalisa data primernya. Hasilnya customer perceived value dan brand trust memang mempengarubi dari loyalitas pengguna mobil di Jakarta.

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Automotive Industry in Indonesia has a positive growth for five years behind. The competition is happen between Japan, Europe, America and China car to get market share in Indonesia. They all innovative to get positive customer perceived value and brand trust from customer. With customer perceived value and brand trust can generate brand loyalty from customer. The research subjects are car users and they are asked to respond the questionnaire on understanding the effect of customer perceived value and brand trust on brand loyalty. The research is use a simple regression to analyze the primary data. And 1he result is customer perceived value and brand trust has a positive effect on car users brand loyalty in Jakarta."

"Industri sportswear termasuk salah satu industri yang diprediksi akan meningkat dari tahun ke tahun. Salah satu cara mempertahankan konsumen adalah dengan membangun hubungan antara konsumen dan merek. Salah satu hubungan tersebut adalah perasaan cinta dari pelanggan terhadap merek tersebut (Brand Love). Brand love tersebut dapat menciptakan loyalitas dan positive word of mouth. Pada penelitian ini selain mengidentifikasi pengaruh brand love terhadap loyalitas dan positif word of mouth, tetapi juga mengidentifikasi apakah brand love dapat menciptakan association dan perceived quality terhadap merek. Penelitian ini juga mengidentifikasi apakah positif word of mouth memiliki pengaruh positif pada association, perceived quality, dan juga loyalty, serta apakah association dan perceived quality memiliki hubungan positif terhadap loyalty. Yang menjadi objek penelitian ini adalah merek Adidas. sehingga seluruh responden yang digunakan pada peneletian ini adalah konsumen Adidas. Jumlah responden sebanyak 293 Orang dan data diolah dengan metode SEM menggunakan Aplikasi Lisrel 8.7. Berdasarkan hasil yang didapatkan dari penelitian ini adalah bahwa brand love memiliki pengaruh positif terhadap loyalitas, positif word of mouth, association, dan perceived quality. Selain itu, ternyata positif word of mouth juga memiliki pengaruh positif pada association, perceived quality, dan loyalty. Namun association dan perceived quality tidak memiliki hubungan positif terhadap loyalty.

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Sportswear industry is one industry that is predicted to increase from year to year. So, One way to retain customers is to build relationships between consumers and brands. For example is the love feeling from customers towards the brand (Brand Love). Brand love can create loyalty and positive word of mouth. In this study, in addition to identifying the effect of brand loyalty and love to the positive word of mouth, it also identifies whether brand love has positif impact on brand association and perceived quality. The study also identifies whether positive word of mouth has a positive effect on association, perceived quality, and loyalty, as well as whether the association and perceived quality was positively related to loyalty. The object of this study is the Adidas. so that all respondents used in this study are consumers Adidas. Total respondents are 293 people and data processed using the SEM method in lisrel 8.7. Based on the results obtained from this study, brand love has a positive effect on loyalty, positive word of mouth, association, and perceived quality. Moreover, positive word of mouth also has a positive effect on association, perceived quality and loyalty. But it turns out that the association and perceived quality is not positively related to loyalty."

"Seiring dengan perkembangan teknologi komunikasi dan internet sekarang ini, media sosial telah menjadi sarana komunikasi, sumber informasi, dan pemasaran merek yang strategis bagi perusahaan, salah satunya dengan digital influencer. Sebagai online opinion leader, opini dan rekomendasi digital influencer mampu mempengaruhi persepi para pengikutnya. Namun beberapa hasil penelitian terdahulu menyatakan bahwa tingkat popularitas digital influencer belum tentu sebanding dengan tingkat pengaruh yang dapat diberikan kepada pengikutnya. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh perceived influence Tasya Farasya sebagai mega-influencer produk kosmetik Indonesia terhadap purchase intention pengikutnya pada produk kosmetik merek Maybelline melalui brand engagement in self-concept dan brand expected value sebagai variabel mediasi. Pendekatan penelitian kuantitatif dengan sampel sebanyak 220 orang melalui kuesioner online Gform dengan metode non probabilita. Hasil penelitian menunjukkan bahwa perceived influence berpengaruh positif secara langsung terhadap purchase intention; perceived influence berpengaruh positif terhadap purchase intention melalui brand engagement in self-concept dan brand expected value, serta brand engagement in self-concept berpengaruh positif terhadap brand expected value. Rekomendasi penelitian agar Maybelline mempertahankan penggunaan influencer yang memiliki keahlian di bidang produk kosmetik seperti Tasya Farasya serta meningkatkan pertimbangannya untuk memilih influencer yang memiliki kemampuan persuasif yang tinggi dalam mempengaruh persepsi pengikutnya.

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Along with the development of communication technology and the internet nowdays, social media has become a means of communication, a source of information, and strategic brand marketing for companies, one of which is digital influencers. As an online opinion leader, digital influencers' opinions and recommendations are able to influence the perceptions of their followers. However, some previous research results state that the level of popularity of digital influencers is not necessarily proportional to the level of influence that can be given to their followers. Therefore, this research aims to analyze the effect of Tasya Farasya's perceived influence as a mega influencer on the purchase intention of Maybelline cosmetic products by her followers on Instagram through brand engagement in self-concept and brand expected value as a mediating variable. A quantitative research approach with a sample of 220 people through an online google form questionnaire with a non-probability method. The results shows that perceived influence had a direct positive effect on purchase intention; perceived influence has a positive effect on purchase intention through brand engagement in self-concept and brand expected value; and brand engagement in self-concept has a positive effect on brand expected value. This study recommends that Maybelline maintain the use of influencers who have expertise in cosmetic products such as Tasya Farasya and increase their consideration in choosing influencers who have high persuasive abilities in influencing the perceptions of their followers."

"Penelitian ini memiliki tujuan guna menganalisis pengaruh perceived social media marketing activities, beserta mediasi brand consciousness, dan value consciousness terhadap brand loyalty pada konsumen di McDonald’s Kota Depok. Penelitian ini menggunakan pendekatan kuantitatif dengan data penelitian dikumpulkan melalui penyebaran kuesioner secara online dan tatap muka kepada 100 responden yang merupakan konsumen berusia 18 hingga 34 tahun di McDonald’s Kota Depok yang mengunjungi McDonald’s di Kota Depok minimal dua kali dalam setahun terakhir dan menjadi followers dari akun media sosial McDonald’s Indonesia. Teknik analisis yang digunakan untuk analisis deskriptif dan analisis statistik inferensial berupa regresi linear dan analisis linear berganda dengan menggunakan SPSS versi 25.0 untuk Windows. Pengujian terhadap hubungan mediasi menggunakan uji sobel yang diperoleh dari kalkulator untuk uji sobel. Hasil penelitian menunjukkan bahwa perceived social media marketing activities memiliki pengaruh terhadap brand loyalty. Brand consciousness sebagai variabel mediasi pertama menunjukkan valid untuk digunakan sebagai variabel mediasi untuk efek tidak langsung dari perceived social media marketing activities terhadap brand loyalty. Akan tetapi, sesuai dengan hasil yang diperoleh didapati bahwa variabel mediasi kedua yaitu value consciousness tidak memediasi efek tidak langsung dari perceived social media marketing activities terhadap brand loyalty yang diberikan oleh Brand Restoran Cepat Saji McDonald’s di Kota Depok. Hasil penelitian ini memberikan saran secara akademik agar pada penelitian berikutnya dapat melakukan penelitian yang lebih dalam mengenai pengelolaan pemasaran media sosial untuk meningkatkan kesadaran dan loyalitas pada suatu merek khususnya pada bidang merek restoran cepat saji

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.This study aims to analyze the effect of Perceived Social Media Marketing Activities towards Brand Loyalty and mediation effect of Brand and Value Consciousness of McDonald’s Consumer in Depok. This study uses quantitative approached research which collected through distributing questionnaires online and face-to-face to 100 respondents representing 18 to 34 year-old customers in McDonald's, Depok City whom visited McDonald's, Depok City at least twice in one year and became followers of the McDonald's Indonesia social media accounts.The analysis technique used for both descriptive and inferential statistical analysis were linear and multiple regression and also sobel test, using SPSS 25.0 version for Window, also testing of mediations variable relationships uses the sobel test obtained from a calculator for the sobel test. This research results showed that perceived social media marketing activities has a direct effect towards brand loyalty brand consciousness as the first mediating variable shows valid to be used as a mediating variable for the indirect effect of perceived social media marketing activities on brand loyalty. However, in accordance with the results obtained, it was found that the second mediating variable, namely value consciousness, did not mediate the indirect effect of perceived social media marketing activities on brand loyalty which provided by McDonald’s, Fast Food Restaurant Brand in Depok City. The recommendation of this study suggest that future research can conduct deeper research on the management of social media marketing activities to increase consciousness and loyalty in a brand, especially in the field of fast food restaurant brands"