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"Marketing manager sering kali menggunakan gender cues dalam kemasan maupun iklan produk sebagai salah satu cara untuk memposisikan brandmereka sesuai gender dari target konsumen mereka. Hal ini menyebabkan saat ini semakin banyak produk yang dibedakan menjadi dua versi, yaitu versi maskulin dan versi feminin. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan asosiasi gender seperti warna merah muda dan biru pada brand perception dan purchase intention konsumen berdasarkan tingkat gender stereotyping tendency konsumen. Analisis varians dilakukan untuk menguji 2 (gender cue: masculine vs feminine) x 2 (competence cue: high vs low) dengan menggunakan desain eksperimen between-subject(n=204). Hasil dari penelitian ini menunjukkan bahwa penggunaan gender cues mengaktifkan persepsi yang berbeda pada konsumen, dimana masculine cues meningkatkan persepsi competence, dan feminine cues meningkatkan persepsi warmth. Maka bagi brand dengan tingkat competence yang tinggi, menggunakan feminine cues dapat membantu meningkatkan purchase intention melalui persepsi warmth. Sebaliknya, bagi brand dengan tingkat competence yang rendah, penggunaan masculine cues lebih dapat membantu meningkatkan purchase intention melalui persepsi competence. Temuan dari penelitian ini juga menunjukkan bahwa efek penggunaan gender cues terhadap brand perception dipengaruhi oleh tingkat gender stereotyping tendency dari masing-masing individu.

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Marketing managers often use gender cues in product packaging and advertising as a way to position their brands according to the gender of their target consumers. This has caused more and more products to be divided into two versions, which are masculine version and feminine version. This study aims to determine the effects of using gender cues such as pink and blue on consumer’s brand perception and purchase intention based on the level of their gender stereotyping tendency. Analysis of variance was conducted to test 2 (gender cues: masculine vs feminine) x 2 (competence cues: high vs low) using a between-subject experimental design (n=204). The results of this study indicate that using gender cues activates different perceptions in consumers, where masculine cues increase the perception of competence, while feminine cues increase the perception of warmth. Hence, for brands with a high level of competence, using feminine cues might help to increase purchase intention through the perception of warmth. On the other hand, for brands with low level of competence, using masculine cues might help increasing purchase intention through the perception of competence. The findings of this study also show that the effects of using gender cues on brand perception depends on individual’s gender stereotyping tendency."

"Industri fashion telah mengalami evolusi yang signifikan dari satu abad ke abad berikutnya, dengan perubahan tren dan dinamika yang mendefinisikan setiap periode waktu. Pada setiap zaman, dunia mode menghadirkan tren berpakaian yang unik dan mencerminkan nilai-nilai tersendiri pada saat itu. Perbedaan-perbedaan ini juga tercermin dalam cara pelaku usaha membangun citra merek dan mengelola proses penyebaran informasi produk. Erigo, sebuah merek pakaian yang telah beroperasi selama sepuluh tahun, sukses menciptakan identitasnya sendiri dan meraih tingkat popularitas yang signifikan. Dengan itu, tujuan dari penelitian ini adalah untuk mengetahui apakah terdapat pengaruh dari brand engagement in self-concept dan value consciousness terhadap brand loyalty. Penelitian ini menggunakan pendekatan kuantitatif dan metode survei kepada konsumen Erigo yang berusia ≥ 18 tahun di DKI Jakarta dengan jumlah sampel 100 orang. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara brand engagement in self-concept dan value consciousness terhadap brand loyalty.

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The fashion industry has undergone significant evolution from one century to the next, marked by changing trends and dynamics that define each period. In every era, the world of fashion introduces unique clothing trends that reflect distinct values at that time. These differences are also reflected in how business actors build brand images and manage the product information. Erigo, a clothing brand that has been operating for ten years, has successfully crafted its own identity and achieved a significant level of popularity. Therefore, the aim of this research is to determine whether there is an influence of brand engagement in self-concept and value consciousness on brand loyalty. This research employs a quantitative approach and survey method targeting Erigo consumers aged ≥ 18 years in DKI Jakarta, with a sample size of 100 respondents. The research findings indicate a significant influence between brand engagement in self-concept and value consciousness on brand loyalty."

"Penelitian ini membahas pengaruh pemasaran digital dalam membentuk citra merek dan dampaknya terhadap niat beli pada konsumen XYZ Clinic Indonesia. Penelitian ini bertujuan untuk mengetahui apakah ada hubungan antara biaya, insentif, konten, kredibilitas desain situs dan interaktivitas terhadap niat pembelian dengan dimediasi oleh variabel citra merek. Penelitian ini menggunakan pendekatan kuantitatif dengan total 165 kuesioner yang diproses. Sampel penelitian ini adalah pengguna Instagram yang merupakan pengikut akun Instagram XYZ Clinic Indonesia tetapi belum menggunakan layanan atau membeli produk. Ini dikumpulkan menggunakan non-probability sampling dan teknik purposive. Data penelitian dianalisis dengan Structural Equation Modeling. Hasil penelitian menunjukkan bahwa insentif tidak memiliki pengaruh positif terhadap citra merek dan interaktivitas tidak berpengaruh signifikan terhadap citra merek, tetapi hubungannya positif. Sementara itu biaya, konten dan kredibilitas desain situs secara positif mempengaruhi citra merek dan semua variabel pemasaran digital dan citra merek juga memiliki pengaruh positif terhadap niat pembelian di XYZ Clinic Indonesia.

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This research discusses the influence of digital marketing in forming brand image and its impact on purchase intention on XYZ Clinic Indonesia`s consumers. This research aims to know whether there is a relationship between cost, incentive, content, credibility of site design and interactivity to purchase intention by being mediated by brand image variables.

This research applied quantitative approach with total 165 questionnaries were processed. The sample of this research are Instagram user who are the followers of XYZ Clinic Indonesia Instagram account but yet to use the services or purchase the products. It collected using nonprobability sampling and purposive technique. The research data was analyzed by Structural Equation Modeling.

The results showed that incentive does not have positive influence on brand image and interactivity have no signifficant effect on brand image, but the relationship is positive. Meanwhile cost, content and credibility of site design positively affect brand image and all digital marketing variables and brand image also have positive influence on purchase intention in XYZ Clinic Indonesia."

"Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh positif antara authenticity perception dengan brand awareness, brand image dan perceived quality, serta bagaimana ketiga variabel tersebut mempengaruhi brand loyalty. Penelitian ini juga bertujuan untuk menguji dampak dari brand loyalty pada brand choice intention dari konsumen restoran khas Sunda. Data pada penelitian ini didapat dari penyebaran kuesioner secara online kepada responden yang mengunjungi restoran khas Sunda paling tidak sekali dalam kurun waktu tiga bulan terakhir. Metode yang digunakan dalam pengambilan sampel adalah metode non-probability sampling yaitu convinience sampling. Penelitian dilakukan satu kali dalam satu periode penelitian dengan menggunakan single cross sectional design. Data yang didapat diolah dengan menggunakan metode Structural Equation Modelling SEM . Hasil pada penelitian ini menunjukkan bahwa authenticity perception berpengaruh positif terhadap brand awareness, brand image dan perceived quality. Brand image dan perceived quality berpengaruh positif terhadap brand loyalty sedangkan brand image tidak memiliki pengaruh positif terhadap brand loyalty. Kemudian brand loyalty memiliki pengaruh positif yang signifikan terhadap brand choice intention konsumen.

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This Study examines if authenticity perception had positively influenced brand awareness, brand image and perceived quality, as well as how these three variables will influence brand loyalty.This study also examines the impact of brand loyalty on brand choice intention for Sundanese restaurant. Questionnaires were distributed online to respondents who visited Sundanese restuarant at least once for the last three months. Sampling method used was non probability sampling specifically convenience sampling. Study were held one time in one period of time which single cross section design was used. Data were analysed using Structural Equation Modelling SEM . Findings indicate that authenticity perception is a critical determinant of brand equity and brand equity has a significant impact on brand choice intention. "

"Di era digital saat ini, semakin banyak pilihan alat pemasaran yang menguntungkan dan efektif guna menyasar konsumen, salah satunya melalui product placement. Praktik product placement yang baik harus meliputi faktor-faktor yang berkaitan dengan karakteristik audience. Selain melalui brand recall, efektifitas product placement dapat dinilai lebih jauh lagi melalui brand attitude dan purchase intention yang dihasilkan. Penelitian ini bertujuan untuk mengeksplorasi pengaruh karakteristik audience terhadap sikap merek dan intensi pembelian bagi audience yang mampu mengingat adanya merek dalam video musik. Penelitian ini menguji pengaruh dari variabel-varibel yang menjadi karakteristik audience seperti pleasure, arousal, cognitive effort, star liking, identification with characters terhadap sikap merek dan intensi pembelian. Desain penelitian yang digunakan adalah konklusif-deskriptif dan bersifat single cross sectional. Data yang diperoleh dari 201 responden, yang mampu mengingat adanya merek yang disisipkan dalam video musik, diolah menggunakan Partial Least Square-Sequential Equation Modeling (PLS-SEM) di SmartPLS. Hasil penelitian menunjukkan bahwa hanya karakteristik cognitive effort saja yang memiliki pengaruh langsung terhadap brand attitude dan purchase intention. Karakteristik audience lainnya memiliki pengaruh secara tidak langsung terhadap brand attitude dan purchase intention jika melalui identification with characters terlebih dahulu. Variabel tersebut berperan penting dalam keberhasilan efektifitas product placement dalam video musik.

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In the current digital era, there are more choices of profitable and effective marketing tools to targeting consumers. Product placement is one form of its. A good product placement practice must include the factors related to audience characteristics. The purpose of this study is to explore the influence of audience characteristics on brand attitude and purchase intention for audience who were able to recall brands in the music video. This study examines the effect of variables that are characteristic of audiences such as pleasure, arousal, cognitive effort, star liking, identification with characters on brand attitudes and purchase intentions. This study used conclusive-descriptive and single-cross sectional research design. Data obtained from 201 respondents, who were able to recall the brands inserted in a music video, were processed using Partial Least Square- Sequential Equation Modeling (PLS-SEM) in SmartPLS. The results demonstrate that only cognitive effort has a direct influence on brand attitude and brand recall. The other audience characteristics have an indirect influence on brand attitude and purchase intention through identification with characters. That variable plays a significant role in the effectiveness of product placement."

"ABSTRAKThesis ini membahas bagaimana faktor negara asal (country of origin),aspirasi,dan ketidakpastian dalam mempengaruhi brand image dan keinginan untukmembeli pada produk premium Cina, yakni Ktouch V9. Penelitian ini merupakanpenelitian kuantitatif dengan menggunakan model struktural sebagai dasarpengolahan datanya. Penelitian ini menghasilkan beberapa temuan, antara kainterdapat hubungan signifikan antara country of origin dengan brand image; brandimage terhadap aspiration dan uncertainty, aspiration terhadap purchase intentiondan uncertainty terhadap purchase intention. Di sisi lain, tidak terdapat hubungansignifikan antara country of origin terhadap aspiration maupun uncertainty, danbrand image terhadap purchase intention pada Ktouch V9.

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ABSTRACTThe focus of this study is about the Country of origin, aspiration and uncertaintyeffects towards brand image and purchase intention on Ktouch V9, a ChinesePremium Smartphone. This is a quantitative research which use structuralequation model. The Results of this study shows that there are significantinfluence between country of origin towards brand image; brand image towardsaspiration and uncertainty; aspiration and uncertainty towards purchasei ntention.Furthermore, there are no significant influence between country of origin towardsaspiration and uncertainty; and brand image towards purchase intention."

"Skripsi ini membahas tentang pengaruh customer authenticity perception dan komponen brand equity terhadap brand choice intention waralaba lokal restoran etnis di Indonesia. Lebih lanjut lagi, skripsi ini membahas pengaruh terhadap brand choice intention yang ditimbulkan oleh brand awareness, brand image, perceived quality dan brand loyalty. Penelitian ini menggunakan desain penelitian konklusif-deskriptif dan single-cross sectional. Kuesioner disebar kepada responden yang memiliki pengalaman bersantap di restoran etnis yang menjadi objek penelitian dalam kurun waktu minimal dua bulan terakhir sebanyak 151 responden yang diambil menggunakan metode convenience sampling. Penelitian ini menghasilkan kesimpulan bahwa customers? authenticity perception berdampak signifikan pada komponen brand equity yang meliputi brand awareness, brand image, perceived quality, dan brand loyalty, dan brand choice intention dipengaruhi secara signifikan oleh brand loyalty. Pada penelitian ini juga terdapat implikasi manajerial serta saran untuk penelitian selanjutnya.

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This study discusses the effect of customer authenticity perception and the components of brand equity to brand choice intention on local franchise of ethnic restaurants in Indonesia. Furthermore, this paper discusses the influence on brand choice intention posed by brand awareness, brand image, perceived quality and brand loyalty. This research uses descriptive conclusive research designs and single-cross sectional. Questionnaires were distributed to respondents who have experience of dining at ethnic restaurants which became the object of study in a minimum period of two months as many as 151 respondents drawn using a convenience sampling method. This study concluded that customers' perception

authenticity has significant impact on brand equity components that include brand awareness, brand image, perceived quality, and brand loyalty, and brand choice

intention significantly affected by brand loyalty. In this study, there is also a managerial implications and suggestions for further research."

"Skripsi ini membahas tentang pengaruh customer authenticity perception dan komponen brand equity terhadap brand choice intention waralaba lokal restoran etnis di Indonesia. Lebih lanjut lagi, skripsi ini membahas pengaruh terhadap brand choice intention yang ditimbulkan oleh brand awareness, brand image, perceived quality dan brand loyalty. Penelitian ini menggunakan desain penelitian konklusif-deskriptif dan single-cross sectional. Kuesioner disebar kepada responden yang memiliki pengalaman bersantap di restoran etnis yang menjadi objek penelitian dalam kurun waktu minimal dua bulan terakhir sebanyak 151 responden yang diambil menggunakan metode convenience sampling. Penelitian ini menghasilkan kesimpulan bahwa customers? authenticity perception berdampak signifikan pada komponen brand equity yang meliputi brand awareness, brand image, perceived quality, dan brand loyalty, dan brand choice intention dipengaruhi secara signifikan oleh brand loyalty. Pada penelitian ini juga terdapat implikasi manajerial serta saran untuk penelitian selanjutnya.

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This study discusses the effect of customer authenticity perception and the components of brand equity to brand choice intention on local franchise of ethnic restaurants in Indonesia. Furthermore, this paper discusses the influence on brand choice intention posed by brand awareness, brand image, perceived quality and brand loyalty. This research uses descriptive conclusive research designs and single-cross sectional. Questionnaires were distributed to respondents who have experience of dining at ethnic restaurants which became the object of study in a minimum period of two months as many as 151 respondents drawn using a convenience sampling method. This study concluded that customers' perception authenticity has significant impact on brand equity components that include brand awareness, brand image, perceived quality, and brand loyalty, and brand choice intention significantly affected by brand loyalty. In this study, there is also a managerial implications and suggestions for further research."

"ABSTRAKTesis ini bertujuan untuk membahas pengaruh brand name, product involvement, dan consumer ethnocentrism terhadap purchase intention. Penelitian ini menggunakan penelitian eksperimen dengan factorial design 2 (brand name: local vs foreign name) x2 (product involvement: low vs high involvement) x2 (consumer ethnocentrism: low vs high ethnocentrism). Hasil penelitian menunjukan bahwa foreign name memiliki purchase intention yang lebih tinggi dibandingkan dengan local name. Hasil yang sama terjadi ketika foreign name dikombinasikan dengan low-involvement product, sedangkan pada high-involvement product, tidak terdapat perbedaan purchase intention antara penggunaan foreign name dan local name. Ketika foreign name dikombinasikan dengan low ethnocentrism pengaruh foreign name terhadap purchase intention lebih tinggi dibandingkan dengan local name, sedangkan pada konsumen dengan high ethnocentrism, pengaruh local name terhadap purchase intention tidak memiliki perbedaan dengan foreign name. Penelitian ini juga menunjukkan bahwa pada kondisi low involvement dan low ethnocentrism, foreign name memiliki purchase intention yang lebih tinggi dibandingkan dengan local name, sedangkan pada kondisi high involvement dan high ethnocentrism, local name memiliki purchase intention yang lebih tinggi dibandingkan dengan foreign name. Hasil penelitian bermanfaat bagi perusahaan dalam mendesain nama merek yang tepat sesuai dengan tingkat involvement dari produk yang dipasarkan dan juga tingkat ethnocentrisme konsumen.

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ABSTRACTThis thesis discussed the effect of brand name, product involvement, and consumer ethnocentrism towards purchase intention. This study used experimental approach with factorial design 2 (brand name: local vs foreign name) x2 (product involvement: low vs high involvement) x2 (consumer ethnocentrism: low vs high ethnocentrism. The results showed that in general, foreign names have higher purchase intention and gave. The same outcome occurred when foreign name were combined with low-involvement products, whereas in high-involvement products, there were no interaction effect between foreign and local name. When foreign name were combined with low ethnocentrism, the effect of foreign name will be higher than local name, while for ethnocentric consumer, the effect of local name toward purchase intention was not significantly different compared with foreign name. This study also showed that in the condition of low involvement and low ethnocentrism, foreign name have higher purchase intention compared to local name. While, in high involvement and high ethnocentrism condition, local name have higher purchase intention compared to foreign name. This study gave managerial implication which beneficial for companies in designing appropriate brand name according to the level of involvement of the product they offer to consumer and level of consumer ethnocentrism."