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"Dalam kondisi pasar hari ini, konsumen menginginkan brand yang mereka gunakan mengambil sikap terhadap isu sosial tertentu, termasuk di Indonesia. Ketika brand memiliki kecocokan dengan pesan aktivisme, tujuan, nilai, dengan praktik perusahaan yang pro terhadap isu sosial, serta terlibat aktif dalam Brand Activism, hal ini dapat menciptakan perubahan sosial dan keuntungan terbesar dalam brand equity.Brand Activism tumbuh dan menyebar di lingkungan pemasaran. Hal ini ditandai dengan fenomena Brand Activism yang telah mendapat perhatian baik di dunia akademis, maupun dikalangan pemasar. Penelitian ini bertujuan untuk mengetahui hubungan antara Perceived Argument Quality, Perceived Authenticity, Perceived Altruistic Motives, Perceived Self-Interest Motives, Brand Trust, Brand Attitude, dan Brand Loyalty. Penelitian ini mengambil argumen Brand Activism kampanye “Setiap U Beri Kebaikan” Unilever Indonesia. Pengambilan data dilakukan dengan metode descriptive sampling menggunakan survei online kepada responden generasi z dan generasi milenial dalam rentang usia 18-39 tahun yang mengetahui kampanye “Setiap U Beri Kebaikan” dari Unilever Indonesia. Sebanyak 181 responden yang memenuhi kriteria terkumpul yang kemudian diolah dan dianalisis menggunakan Partial Least Square-Structural Equation Method (PLS-SEM). Hasil penelitian menunjukkan Perceived Argument Quality berpengaruh positif terhadap Brand Trust, tetapi tidak terhadap Brand Attitude. Selanjutnya, Perceived Authenticity memiliki pengaruh positif terhadap Brand Attitude dan Brand Trust. Kemudian, Perceived Altruistic Motives memiliki pengaruh positif terhadap Brand Trust, tetapi tidak terhadap Brand Attitude. Selanjutnya, Perceived Self-Interest Motives tidak berpengaruh secara positif terhadap Brand Attitude dan Brand Trust. Terakhir, Brand Attitude dan Brand Trust berpengaruh positif terhadap Brand Loyalty. Hasil penelitian ini dapat dijadikan acuan oleh pemasar dan manajemen perusahaan yang ingin menerapkan Brand Activism terhadap brand yang akan dikampanyekan.

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In today's market conditions, consumers want the brands they use to take a stand on certain social issues, including in Indonesia. When a brand matches activism messages, purpose, values, with pro-social corporate practices, and engages actively in brand activism, it can create social change and the greatest gains in brand equity. Brand activism grows and spreads in the marketing environment. This is indicated by the phenomenon of Brand Activism which has received attention both in the academia and among marketers. This study aims to determine the relationship between Perceived Argument Quality, Perceived Authenticity, Perceived Altruistic Motives, Perceived Self-Interest Motives, Brand Trust, Brand Attitude, and Brand Loyalty. This research takes a case study of Unilever Indonesia's “Every U Does Good” campaign. Data collection was carried out using a descriptive sampling method using an online survey of respondents from generation z and millennial generation in the age range of 18-39 years who know Unilever Indonesia's "Every U Does Good" campaign. A total of 181 respondents who met the criteria were collected which were then processed and analyzed using the Partial Least Square-Structural Equation Method (PLS-SEM). The results showed that Perceived Argument Quality had a positive effect on Brand Trust, but not on Brand Attitude. Furthermore, Perceived Authenticity has a positive influence on Brand Attitude and Brand Trust. Then, Perceived Altruistic Motives has a positive influence on Unilever Indonesia's Brand Trust, but not on Brand Attitude. Furthermore, Perceived Self-Interest Motives have no positive effect on Brand Attitude and Brand Trust. Last, Brand Attitude and Brand Trust have a positive effect on Brand Loyalty. The results of this study can be used as a reference by marketers and company management who want to apply Brand Activism to the brand that will be campaigned."

"Sebagai upaya untuk membangun dan menjaga hubungan dengan konsumen, Shell Advance melalui kampanye digital “Libas Tantangan Kita” menggunakan keterlibatan konsumen dan daya tarik emosional sebagai strategi pemasaran. Terdapat empat elemen yang saling berkaitan dalam pembentukan keterlibatan konsumen, yaitu: konten, daya tarik yang digunakan, saluran media, dan respons yang diberikan konsumen. Makalah ini akan memberikan analisa deskriptif, melalui analisis keempat elemen, keterkaitan antara branded story content dengan dimensi consumer engagement, serta menganalisis bentuk dan sifat keterlibatan konsumen pada kampanye. Hasil analisis diperoleh melalui metode kualitatif deskriptif dan data sekunder melalui observasi online di website resmi, akun media sosial (Facebook, Twitter, dan Instagram) brand ambassador, dan konsumen yang ditelusuri dari hashtag #LibasTantanganKita. Ditemukan penggunaan daya tarik emosional dalam konten membentuk keterlibatan konsumen yang positif, terlihat dari mayoritas respons, komentar, dan unggahan konsumen yang memberikan pujian positif kepada kampanye dan tokoh kampanye, merasa terinspirasi, hingga melakukan refleksi dengan pengalaman pribadi.

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To build and mantain consumer relationships, Shell Advance through its “Libas Tantangan Kita” digital campaign uses consumer engagement and emotional appeal as their marketing strategy. There are four interrelated elements on shaping consumer engagement i.e. content, approach/appeal, media channels, and responses given by the consumers. This paper will provide descriptive analysis, through analyzing the four elements with the campaign’s marketing strategy, the relationship between branded story content and the dimensions of consumer engagement, as well as analyzing the forms and features of the consumer engagement itself. The results were obtained through descriptive qualitative methods and secondary data through online observation on the official website, and brand ambassador’s and consumer’s social media accounts (Facebook, Twitter, and Instagram). This paper found that the use of emotional appeal in the content forms consumer’s engagement positively. Most of consumer’s responses, comments, and uploads are positive, such as giving praise to the campaigns and brand ambassadors, feeling inspired, and also reflecting on their own personal experiences."

"ABSTRAKSelf-generated validity research has demonstrated that responding to survey questions changes subsequently measured judgements and behavior. We examine the scope and persistence of the effect of measuring satisfaction on customer behavior over time. In a field experiment conducted in a financial services setting, we hypothesize and find that measuring satisfaction (a) changes one-time purchase behavior, (b) changes relational customer behaviors (likelihood of defection, aggregate product use, and profitability), and (c) results in effects that increase for months afterward and persist even a year later. These results raise questions concerning the design, interpretation, and ethics in the conduct of applied marketing research studies."