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"Menganailisa dan memahami brand ekuitas dari suatu brand merupakan hal penting dalam memastikan design dari sebuah brand yang dibuat sesuai dengan anggapan pelanggan dari brand yang kita miliki. Maka dari itu, penelitian dan analisis dari Consumer Based Brand Equity merupakan hal yang sangat penting. Analisis CBBE dari brand Spotify diperuntukan untuk melihat kefektivitasan dari Brand Equity dari perspective pelanggan.

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Analysing and understanding brand equity is an important method to make sure the design of a brand is related to the expectation and what is perceived by the customers. Therefore analysis of Consumer Based Brand Equity is crucial. The purpose of the analysis of Spotify Brand Equity is to see the effectivity in their brand equity from customer perspective."

"Saat ini industri pertelevisian sedang berkembang dengan pesat. Hal ini ditandai oleh semakin banyaknya stasiun televisi yang bermunculan baik dengan skala nasional maupun lokal. Ditambah lagi dengan masuknya televisi-televisi asing dengan menggandeng stasiun nasional. Persaingan yang semakin ketat memicu timbulnya tayangan-tayangan imitasi yang meniru program-program yang sukses tayang di stasiun televisi lain. Hal ini menyebabkan program acara yang ditayangkan cenderung sama bahkan tidak dapat dibedakan lagi. Oleh karena itu stasiun televisi perlu mengembangkan intangible asset-nya seperti ekuitas merek. Ekuitas merek dirumuskan sebagai nilai tambah yang diberikan suatu merek terhadap suatu produk (Farquhar, 1989). Dalam skripsi ini dilakukan penelitian kepada 70 responden untuk mengetahui ekuitas merek stasiun X dengan menggunakan metode Ekuitrak. Metode Ekuitrak telah digunakan oleh Pepsi Co. untuk mengukur ekuitas mereknya di berbagai negara dan dalam waktu yang berkesinambungan. Dari hasil pengukuran ekuitas merek dirumuskanlah strategi untuk meningkatkan ekuitas merek yang pada akhirnya bertujuan untuk meningkatkan perolehan rating pemirsa.

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Recently, television industry is developed rapidly. This is known by the increasing of the number of television station with national or local scale. Moreover, the foreigner station also penetrates by conjoint with national station. The increasing of level of competition trigger the emerge of imitation program which imitate successful program that success in other station. This causes similarity between programs which is air in television satiations. Because of that, television station needs to develop its intangible asset such as brand equity. Brand Equity is define as added value that is given by a brand to its product (Farquhar, 1989).

In this skrip, research is done to 70 respondent to discover brand equity station X by using Ekuitrak brand equity model. Ekuitrak brand equity model has been used by Pepsi Co in order to measure its brand equity in different country and over time. From the measurement, strategies to increase brand equity are being modified in order to raise viewer share and rating."

"[Penelitian ini merupakan replikasi model penelitian yang dilakukan oleh Boo (2009)tentang aplikasi ekuitas merek pelanggan terhadap tenpat atau tujuan pariwisata,dalam penelitian ini, Bali dan Lombok dijadikan tujuan pariwisata yang akan diteliti.Penelitian ini termasuk kategori penelitian kuantitatif dengan deskriptif, crosssectional studies. Hasil penelitian ini menemukan bahwa terdapat dua cara untukmeningkatkan loyalitas pengunjung dalam bentuk keinginan untuk kembaliberkunjung dan mengatakan hal yang positif terhadap destinasi yang bersangkutan.Pertama dengan meningkatkan kualitas dalam segi performa dimana itu akanmeningkatkan loyalitas pengunjung. Kedua dengan meningkatkan imej merekpariwisata dengan memperkaya atau membuat imej yang lebih bervariasi yangmenampilkan berbagai fitur dari destinasi dengan tujuan membuat lebih banyakpengunjung merasa ada kecocokan antara imej diri sendiri dan imej destinasi dimanahal tersebut akan menghasilkan loyalitas dari lebih banyak pengunjung.;This research replicate the model proposed by Boo (2009) which is about applyingcustomer based brand equity towards a destination or places, in this research thedestination used are Bali and Lombok as destination brand. This research iscategorized as quantitative research with descriptive, cross-sectional studies. Theresult of this research found that there are two ways to improve destination brandloyalty or increasing the intention to re-visit or having a positive word of mouth. Firstis by increasing the quality in terms of performance which will increase consumer?sloyalty. Second is by improving destination brand image by enrich or creating moreimage variation regarding the destination feature in order to suit more consumer?sself-image which will results in loyalty from more consumers.;This research replicate the model proposed by Boo (2009) which is about applyingcustomer based brand equity towards a destination or places, in this research thedestination used are Bali and Lombok as destination brand. This research iscategorized as quantitative research with descriptive, cross-sectional studies. Theresult of this research found that there are two ways to improve destination brandloyalty or increasing the intention to re-visit or having a positive word of mouth. Firstis by increasing the quality in terms of performance which will increase consumer?sloyalty. Second is by improving destination brand image by enrich or creating moreimage variation regarding the destination feature in order to suit more consumer?sself-image which will results in loyalty from more consumers.;This research replicate the model proposed by Boo (2009) which is about applyingcustomer based brand equity towards a destination or places, in this research thedestination used are Bali and Lombok as destination brand. This research iscategorized as quantitative research with descriptive, cross-sectional studies. Theresult of this research found that there are two ways to improve destination brandloyalty or increasing the intention to re-visit or having a positive word of mouth. Firstis by increasing the quality in terms of performance which will increase consumer?sloyalty. Second is by improving destination brand image by enrich or creating moreimage variation regarding the destination feature in order to suit more consumer?sself-image which will results in loyalty from more consumers., This research replicate the model proposed by Boo (2009) which is about applyingcustomer based brand equity towards a destination or places, in this research thedestination used are Bali and Lombok as destination brand. This research iscategorized as quantitative research with descriptive, cross-sectional studies. Theresult of this research found that there are two ways to improve destination brandloyalty or increasing the intention to re-visit or having a positive word of mouth. Firstis by increasing the quality in terms of performance which will increase consumer’sloyalty. Second is by improving destination brand image by enrich or creating moreimage variation regarding the destination feature in order to suit more consumer’sself-image which will results in loyalty from more consumers.]"

"Fokus dari penilitian ini adalah untuk mengamati faktor-faktor yang secara positif mempengaruhi ekuitas merek Gojek, dengan menganalisis faktor-faktor seperti perilaku terhadap ekstensi merek, tingkat kecocokan, Ekuitas Merek awal, nilai ekuitas awal, dan perubahan terhadap nilai ekuitas awal. Dalam riset ini, data diperoleh dengan menggunakan teknik sample convenience sampling dengan pribadi yang mengetahui tentang Gojek berserta ekstensinya yaitu Go-Massage, Go-Glam, dan Go-Clean sebagai sampelnya. Penelitian ini menunjukan bahwa ekuitas merek awal berpengaruh positif terhadap perilaku ekstensi merek, tingkat kecocokan berpengaruh positif terhadap perilaku ekstensi merek, nilai ekuitas awal berpengaruh positif terhadap ekuitas merek awal, perilaku ekstensi merek berpengaruh positif terhadap perubahan pada nilai ekuitas awal, ekuitas merek awal berpengaruh positif terhadap perubahan pada ekuitas merek awal, nilai merek awal berpengaruh positif terhadap perubahan pada nilai merek awal. Sementara itu, perilaku ekstensi merek memiliki pengaruh positif langsung terhadap perubahan pada ekuitas merek awal Gojek. Temuan di dalam penelitian ini diharapkan akan bermanfaat untuk penelitian-penelitian berikutnya yang membahas topik ini dan juga menguntungkan bagi perusahaan Gojek dan perusahaan serupa untuk menilai faktor-faktor yang mungkin memperngaruhi ekuitas merek.

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The focus of this research is to observe the factors that positively influence Brand Equity on Gojek by examining several factors namely Brand Extension Attitude, Perceived Fit, Parent Brand Equity, Parent Value Equity, and Change in Parent Value Equity. Convenience sampling was used and the samples are those who familiar with Gojek and its three extensions, namely Go Massage, Go Glam, and Go Clean. This research shows that Initial Parent Brand Equity has a positive impact on Brand Extension Attitude, Perceived Fit has a positive impact on Brand Extension Attitude, Initial Parent Value Equity has a positive impact on Parent Brand Equity, Brand Extension Attitude has a positive impact on Parent Value Equity, Change in Parent Value Equty has a positive impact on Change in Parent Brand Equity, Initial Parent Brand Equity has a positive impact on Change in Parent Brand Equity, Initial Parent Value Equity has a positive impact on Change in Parent Value Equity. Meanwhile Brand Extension Attitude has a strong positive direct impact on the Change in Parent Brand Equity of Gojek. The findings in this research are beneficial for further research regarding this topic and also benefit Gojek company and any other similar company to assess factors that might influence their Brand Equity."

"Brand equity merupakan hal yang dapat memberikan manfaat bagi nilai keseluruhan perusahaan di mata konsumen. Mengetahui hal tersebut, pengukuran terhadap brand equity dilakukan baik oleh perusahaan sebagai penilaian performa individual maupun oleh organisasi eksternal yang bertujuan sebagai ajang evaluasi kategori pasar tertentu. Seperti halnya yang dilakukan oleh Frontier Group melalui Top Brand Awards. Agar ajang penghargaan seperti Top Brand Awards dapat menghasilkan hasil yang akurat, tentunya diperlukan data dengan jumlah yang besar dan variatif. Untuk mendapatkan hal tersebut, penggunaan metode survei konvensional berpotensi untuk menggunakan biaya dan tenaga yang besar. Dengan tingginya angka penggunaan sosial media di Indonesia, hal ini memicu peneliti untuk mencoba menemukan alternatif yang dapat mengurangi cost dari metode konvensional tersebut, yaitu dengan memanfaatkan data yang berasal dari media sosial, tepatnya data tweet pada platform Twitter. Penelitian dilakukan terhadap sampel 4 kategori dari Top Brand Awards dari tahun 2015 hingga 2021, yaitu ISP Fixed, Jasa Transportasi Online, Situs Jual Beli Online, dan Jasa Kurir. Data tweet didapatkan dan diolah melalui pendekatan text mining. Text analysis dilakukan berdasarkan pemetaan model data terhadap atribut yang dimiliki oleh model brand equity. Adapun atribut dari model brand equity yaitu brand loyalty, brand associations/ awareness, dan perceived quality ditentukan melalui proses Systematic literature Review (SLR). Proses text mining memanfaatkan atribut tweet seperti rawContent, likeCount, dan retweetCount untuk menghasilkan skor brand equity dari setiap merek di tiap kategori sampel berdasarkan tahun tweet. Skor tersebut digunakan sebagai perbandingan terhadap ground truth, yaitu peringkat dan skor setiap brand pada Top Brand Index. Sebagai hasil, didapatkan bahwa pengukuran brand equity melalui pendekatan text mining mendapatkan skor kemiripan hingga sebesar 83.72% terhadap pendekatan konvensional yang didapatkan pada Top Brand Awards.

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Brand equity is a factor that can provide benefits to the overall value of the company in the perspective of a consumer. Keeping that in mind, measurement towards brand equity is performed either by each company as an individual performance evaluation or by an external organization with the purpose of evaluating certain market categories. As present in the case of Frontier Group through the Top Brand Awards. In order to produce accurate results, large and varied amounts of data are necessary which potentially use large amounts of cost and effort. With the increasing number of social media usage in Indonesia, triggers an idea of finding alternatives that can reduce the costs of conventional methods, mainly by utilizing data originating from social media, which is tweet data from Twitter platform to be exact. Research is conducted on a sample of 4 categories from the Top Brand Awards in a period from 2015 to 2021. Tweet data is obtained and processed through a text mining approach. Text analysis is carried out based on the mapping of the data model to the attributes of the brand equity model. The attributes of the brand equity model, namely brand loyalty, brand associations/ awareness, and perceived quality are determined through a Systematic Literature Review (SLR) process. The text mining process utilizes tweet attributes such as rawContent, likeCount, and retweetCount for generating a brand equity score for each brand on every sample category based on the year of the tweet. This score is going be used as a comparison to the ground truth, which is the ranking and score of each brand on the Top Brand Index. As a result, it was found that measuring brand equity through the text mining approach obtained a similarity score of up to 83.72% against the conventional approach obtained at the Top Brand Awards."

"Brand equity merupakan hal yang dapat memberikan manfaat bagi nilai keseluruhan perusahaan di mata konsumen. Mengetahui hal tersebut, pengukuran terhadap brand equity dilakukan baik oleh perusahaan sebagai penilaian performa individual maupun oleh organisasi eksternal yang bertujuan sebagai ajang evaluasi kategori pasar tertentu. Seperti halnya yang dilakukan oleh Frontier Group melalui Top Brand Awards. Agar ajang penghargaan seperti Top Brand Awards dapat menghasilkan hasil yang akurat, tentunya diperlukan data dengan jumlah yang besar dan variatif. Untuk mendapatkan hal tersebut, penggunaan metode survei konvensional berpotensi untuk menggunakan biaya dan tenaga yang besar. Dengan tingginya angka penggunaan sosial media di Indonesia, hal ini memicu peneliti untuk mencoba menemukan alternatif yang dapat mengurangi cost dari metode konvensional tersebut, yaitu dengan memanfaatkan data yang berasal dari media sosial, tepatnya data tweet pada platform Twitter. Penelitian dilakukan terhadap sampel 4 kategori dari Top Brand Awards dari tahun 2015 hingga 2021, yaitu ISP Fixed, Jasa Transportasi Online, Situs Jual Beli Online, dan Jasa Kurir. Data tweet didapatkan dan diolah melalui pendekatan text mining. Text analysis dilakukan berdasarkan pemetaan model data terhadap atribut yang dimiliki oleh model brand equity. Adapun atribut dari model brand equity yaitu brand loyalty, brand associations/ awareness, dan perceived quality ditentukan melalui proses Systematic literature Review (SLR). Proses text mining memanfaatkan atribut tweet seperti rawContent, likeCount, dan retweetCount untuk menghasilkan skor brand equity dari setiap merek di tiap kategori sampel berdasarkan tahun tweet. Skor tersebut digunakan sebagai perbandingan terhadap ground truth, yaitu peringkat dan skor setiap brand pada Top Brand Index. Sebagai hasil, didapatkan bahwa pengukuran brand equity melalui pendekatan text mining mendapatkan skor kemiripan hingga sebesar 83.72% terhadap pendekatan konvensional yang didapatkan pada Top Brand Awards.

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Brand equity is a factor that can provide benefits to the overall value of the company in the perspective of a consumer. Keeping that in mind, measurement towards brand equity is performed either by each company as an individual performance evaluation or by an external organization with the purpose of evaluating certain market categories. As present in the case of Frontier Group through the Top Brand Awards. In order to produce accurate results, large and varied amounts of data are necessary which potentially use large amounts of cost and effort. With the increasing number of social media usage in Indonesia, triggers an idea of finding alternatives that can reduce the costs of conventional methods, mainly by utilizing data originating from social media, which is tweet data from Twitter platform to be exact. Research is conducted on a sample of 4 categories from the Top Brand Awards in a period from 2015 to 2021. Tweet data is obtained and processed through a text mining approach. Text analysis is carried out based on the mapping of the data model to the attributes of the brand equity model. The attributes of the brand equity model, namely brand loyalty, brand associations/ awareness, and perceived quality are determined through a Systematic Literature Review (SLR) process. The text mining process utilizes tweet attributes such as rawContent, likeCount, and retweetCount for generating a brand equity score for each brand on every sample category based on the year of the tweet. This score is going be used as a comparison to the ground truth, which is the ranking and score of each brand on the Top Brand Index. As a result, it was found that measuring brand equity through the text mining approach obtained a similarity score of up to 83.72% against the conventional approach obtained at the Top Brand Awards."

"Brand equity merupakan hal yang dapat memberikan manfaat bagi nilai keseluruhan perusahaan di mata konsumen. Mengetahui hal tersebut, pengukuran terhadap brand equity dilakukan baik oleh perusahaan sebagai penilaian performa individual maupun oleh organisasi eksternal yang bertujuan sebagai ajang evaluasi kategori pasar tertentu. Seperti halnya yang dilakukan oleh Frontier Group melalui Top Brand Awards. Agar ajang penghargaan seperti Top Brand Awards dapat menghasilkan hasil yang akurat, tentunya diperlukan data dengan jumlah yang besar dan variatif. Untuk mendapatkan hal tersebut, penggunaan metode survei konvensional berpotensi untuk menggunakan biaya dan tenaga yang besar. Dengan tingginya angka penggunaan sosial media di Indonesia, hal ini memicu peneliti untuk mencoba menemukan alternatif yang dapat mengurangi cost dari metode konvensional tersebut, yaitu dengan memanfaatkan data yang berasal dari media sosial, tepatnya data tweet pada platform Twitter. Penelitian dilakukan terhadap sampel 4 kategori dari Top Brand Awards dari tahun 2015 hingga 2021, yaitu ISP Fixed, Jasa Transportasi Online, Situs Jual Beli Online, dan Jasa Kurir. Data tweet didapatkan dan diolah melalui pendekatan text mining. Text analysis dilakukan berdasarkan pemetaan model data terhadap atribut yang dimiliki oleh model brand equity. Adapun atribut dari model brand equity yaitu brand loyalty, brand associations/ awareness, dan perceived quality ditentukan melalui proses Systematic literature Review (SLR). Proses text mining memanfaatkan atribut tweet seperti rawContent, likeCount, dan retweetCount untuk menghasilkan skor brand equity dari setiap merek di tiap kategori sampel berdasarkan tahun tweet. Skor tersebut digunakan sebagai perbandingan terhadap ground truth, yaitu peringkat dan skor setiap brand pada Top Brand Index. Sebagai hasil, didapatkan bahwa pengukuran brand equity melalui pendekatan text mining mendapatkan skor kemiripan hingga sebesar 83.72% terhadap pendekatan konvensional yang didapatkan pada Top Brand Awards.

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Brand equity is a factor that can provide benefits to the overall value of the company in the perspective of a consumer. Keeping that in mind, measurement towards brand equity is performed either by each company as an individual performance evaluation or by an external organization with the purpose of evaluating certain market categories. As present in the case of Frontier Group through the Top Brand Awards. In order to produce accurate results, large and varied amounts of data are necessary which potentially use large amounts of cost and effort. With the increasing number of social media usage in Indonesia, triggers an idea of finding alternatives that can reduce the costs of conventional methods, mainly by utilizing data originating from social media, which is tweet data from Twitter platform to be exact. Research is conducted on a sample of 4 categories from the Top Brand Awards in a period from 2015 to 2021. Tweet data is obtained and processed through a text mining approach. Text analysis is carried out based on the mapping of the data model to the attributes of the brand equity model. The attributes of the brand equity model, namely brand loyalty, brand associations/ awareness, and perceived quality are determined through a Systematic Literature Review (SLR) process. The text mining process utilizes tweet attributes such as rawContent, likeCount, and retweetCount for generating a brand equity score for each brand on every sample category based on the year of the tweet. This score is going be used as a comparison to the ground truth, which is the ranking and score of each brand on the Top Brand Index. As a result, it was found that measuring brand equity through the text mining approach obtained a similarity score of up to 83.72% against the conventional approach obtained at the Top Brand Awards."