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"Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. "Brand Real" is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands-logos, advertising, imagery, communications-directly to the core elements of business strategy and forge a powerful and lasting connection with their customers."

"Penelitian ini bertujuan untuk menguji pengaruh strategi green marketing mix, green image, green satisfaction, dan green trust pada green customer loyalty di pasar green cosmetics lokal Indonesia. Model pengukuran dibuat berdasarkan tanggapan valid dan reliabel dari kuesioner online pelanggan produk green cosmetics terkait green marketing mix, green image, green satisfaction, green trust, dan green customer loyalty menggunakan 6-poin Skala Likert dengan bantuan PLS-SEM. Hasil penelitian ini menunjukkan bahwa green product memiliki pengaruh positif pada green image dan green satisfaction. Green price memiliki pengaruh positif pada green image, green satisfaction, dan green customer loyalty. Green place memiliki pengaruh positif pada green image, green satisfaction, dan green trust. Green promotion memiliki pengaruh positif pada seluruh dimensi green brand equity dimana green public relation menunjukkan peran besar dalam penentuan hubungan antar keduanya. Green image memiliki pengaruh positif pada green satisfaction dan green trust. Green satisfaction memiliki pengaruh positif pada green trust dan green customer loyalty. Green trust memiliki pengaruh positif pada green customer loyalty.

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This study aims to examine the impact of green marketing mix, green image, green satisfaction, and green trust on green customer loyalty in Indonesia’s local green cosmetics market. A measurement model created based on valid and reliable responses from online questionnaire from sustainable cosmetics product’s customer for green marketing mix, green image, green satisfaction, green trust, and green customer loyalty using 6-point Likert Scale with the help of PLS-SEM. The results of this study indicate that green product has a positive effect on green image and green satisfaction. Green price has a positive influence on green image, green satisfaction, and green customer loyalty. Green place has a positive influence on green image, green satisfaction, and green trust. Green promotion has a positive influence on all dimensions of green brand equity where the green public relations show a large role in determining the relationship between the two. Green image has a positive influence on green satisfaction and green trust. Green satisfaction has a positive effect on green trust and green customer loyalty. Green trust has a positive influence on green customer loyalty."

"Menciptakan customer loyalty merupakan cara efektif untuk menjaga profitabilitas perusahaan. Salah satu usaha untuk menciptakan customer loyalty adalah dengan mengadakan loyalty program. Loyalty program sendiri merupakan salah satu implementasi dari relationship marketing. Tujuan penelitian ini adalah menganalisis bagaimana praktek relationship marketing yang dilakukan oleh The Body Shop lewat loyalty program ldquo;Love Your Body Club rdquo; dapat mempengaruhi customer loyalty. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan kuisioner yang disebarkan kepada 100 orang member The Body Shop di Jakarta dan dianalisis menggunakan analisis linear sederhana. Hasil dari penelitian ini menunjukan bahwa relationship marketing memiliki pengaruh yang signifikan terhadap loyalitas member The Body Shop di Jakarta.

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Creating customer loyalty is the effective way to save profitability of a company. One of the ways to achieve customer loyalty is creating loyalty program. Loyalty program is one of the implementation in relationship marketing. The objective of this research is to analyze how relationship marketing practice conducted by The Body Shop through loyalty program ldquo Love Your Body Club rdquo could affect customer loyalty. This quantitative research was accomplished by collecting questionnaires from 100 members of The Body Shop in Jakarta and analyzed with linear regression. The result of this research indicated that relationship marketing had a significant influence to customer loyalty of The Body Shop members in Jakarta."

"ABSTRAKSuatu perusahaan harus memiliki kemampuan untuk meningkatkan loyalitas pelanggan agar dapat bertahan dalam persaingan di lingkungan bisnis yang semakin ketat. Inovasi jasa merupakan salah satu anteseden kuat dan berperan dalam membangun dan mempertahankan loyalitas pelanggan. Melihat hal tersebut, maka perusahaan perlu melakukan sebuah inovasi yang diperlukan untuk meraih loyalitas pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh inovasi jasa terhadap loyalitas pelanggan pada mobile application T-Bike Telkomsel. Penelitianini adalah penelitian kuantitatif dengan 100 responden yang diambil denganmenggunakan snowball sampling. Hasil penelitian menunjukkan bahwa inovasi jasa memiliki pengaruh positif yang signifikan terhadap loyalitas pelanggan.

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ABSTRACTA company must have the ability to increase customer loyalty in order to survive ina competitive business environment that is getting tougher. Service innovation isone of the strong antecedents and has a role in building and maintaining customerloyalty. Seeing this, a company needs to make an innovation that is needed toachieve customer loyalty. This research aimed to explain the effect of serviceinnovation on customer loyalty of T Bike Telkomsel mobile application. Thisresearch was a quantitative study with 100 respondents using snowball sampling.The results showed that service innovation had a significant positive effect towardcustomer loyalty."

"Maraknya fenomena live streaming commerce telah menarik kehadirannya di Indonesia karena telah mengubah cara pemasaran dari tradisional menjadi digital. Di Indonesia, ekspansi live streaming tercermin dari pesatnya pertumbuhan jumlah penjual yang masuk ke pasar dan pertumbuhan transaksi jual beli melalui live selling. Meneliti keterlibatan pelanggan dan niat membeli pada live streaming penting bagi penjual untuk mempercepat upaya pemasaran yang selaras dengan perilaku customer. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi Customer Engagement dan Purchase Intention masyarakat Indonesia dalam berbelanja produk makanan dan minuman di TikTok live streaming dengan menerapkan teori Stimulus-Organism-Response (SOR). Pengambilan sampel dilakukan dengan menggunakan metode purposive sampling dan menggunakan survei online dan dibagikan kepada masyarakat Indonesia yang menggunakan TikTok, berusia antara 18-26 tahun dan pernah menonton produk makanan dan minuman secara live streaming minimal satu kali dalam tiga bulan terakhir. Terdapat 256 responden yang dikumpulkan dan dianalisis menggunakan metode Structural Equation Modeling (SEM) dan software PLS-SEM. Hasil penelitian ini menunjukkan bahwa variabel faktor stimulus (Real-Time Interaction, Perceived Proximity, dan Perceived Authenticity) berpengaruh positif terhadap faktor organism (Emotional Support) dan berhubungan dengan faktor response (Customer Engagement dan Purchase Intention). Selanjutnya, terdapat hubungan positif antara faktor stimulus Real-Time Interaction dan Perceived Authenticity) ke Customer Engagement dan Purchase Intention yang dimediasi oleh Emotional Support. Nilai pengaruh terbesar terlihat pada Customer Engagement yang berpengaruh positif terhadap Purchase Intention, sedangkan Perceived Proximity terbukti berpengaruh negatif terhadap Informational Support.

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The proliferation of the phenomenon of has embraced its presence in Indonesia because it has changed the way of marketing from traditional to digital. In Indonesia, the expansion of live streaming trading is reflected in the rapid growth in the number of sellers entering the market and growth in buying and selling transactions through live streaming. Scrutinizing customer engagement and purchase intention on live streaming commerce is important for sellers to accelerate marketing efforts aligned with audience or customer behavior. This study aims to determine the factors that influence Customer Engagement and Purchase Intention of the Indonesian people in shopping for food and beverage products on TikTok live streaming by implementing the Stimulus-Organism-Response (SOR) theory. Sampling was carried out using a purposive sampling method using an online survey and distributed to the Indonesian people as TikTok users who are between 18-26 years old and have watched live streaming of food and beverage products at least once in the last three months.256 respondents were collected and then analyzed using the Structural Equation Modeling (SEM) method using PLS-SEM software. The results of this study indicate that the stimulus factor variables (Real-Time Interaction, Perceived Proximity, and Perceived Authenticity) have a positive effect on the organism factor (Emotional Support) which connects to the response factor (Customer Engagement and Purchase Intention). Furthermore, there are only two positive relationships between stimulus factors (Real-Time Interaction and Perceived Authenticity) and Customer Engagement as well as Purchase Intention mediated by Emotional Support. The biggest influence path is seen on the Customer Engagement variable which has a positive effect on Purchase Intention, while Perceived Proximity has proven to have a negative impact on Informational Support."

"Penelitian ini bertujuan untuk menganalisis faktor-faktor yang berkontribusi terhadap loyalitas konsumen dalam keputusan pembelian produk dan atau jasa Jakarta L rsquo;beauty Skin Beauty Care tahun 2012. Desain penelitian cross sectional, dengan sampel sejumlah 100 reponden yang diambil secara probability sampling khususnya systematic sampling.Hasil penelitian membuktikan adanya kontribusi faktor internal kepuasan dan faktor eksternal strategi pemasaran dan karakteristik produk. Strategi pemasaran memiliki kekuatan kontribusi paling besar terhadap loyalitas. Implikasi, keterbatasan, dan kontribusi penelitian ini dibahas dan penelitian masa depan juga disarankan.

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This study analyzes the contribution factors of customer loyalty in purchasing decisions. The probability sampling method was used to collect the primary data. A total of 100 customers with effective questionnaires were collected from Jakarta L rsquo Beauty Skin Beauty Care. Regression analysis was adopted to test hypotheses.The results demonstrate the contribution of internal factors satisfaction and external factors marketing strategy and product characteristics for customer loyalty. The marketing strategy has the most contribution for customer loyalty. Implications, limitations, and contributions of this study are discussed and future research are also suggested."

"Tujuan dari penelitian ini adalah menganalisis bagaimana pengaruh implementasi ecustomer relationship management terhadap e-satisfaction dan e-loyalty pada pelanggan maskapai berbiaya rendah AirAsia. Penelitian ini menggunakan pendekatan kuantitatif, dimana data dan informasi dikumpulkan melalui survei dengan alat bantu kuesioner dan juga studi kepustakaan. Sampel dalam penelitian ini adalah 100 penumpang AirAsia yang berusia 18 tahun keatas, tinggal di wilayah Jabodetabek, dan pernah melakukan pembelian tiket AirAsia secara online melalui situs web AirAsia, yang diambil dengan menggunakan teknik non-probability purposive sampling. Analisis data yang digunakan dalam penelitian ini adalah analisis multivariat dengan menggunakan analisis jalur dan Sobel Test pada SPSS.Hasil penelitian menunjukkan bahwa implementasi e-customer relationship management memiliki pengaruh yang kuat dan dan positif terhadap loyalitas (eloyalty) melalui variabel kepuasan pelanggan (e-satisfaction).

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The objective of this research is to analyze how the effect of e-customer relationship management implementation toward e-satisfaction and e-loyalty in context of low cost carrier customers. This research uses a quantitative approach, in which data and information were collected through surveys with the tools of questionnaire and bibliographical studies. The sample of this research is 100 AirAsia?s customers who aged 18 and above, live in Jabodetabek area, and have bought AirAsia ticket by online through AirAsia?s official website more than once. Analysis technique of the data used in this study is multivariate analysis, using path analysis and Sobel Test on SPSS.

The results showed that e-customer relationship management has a significant and strong effect toward e-loyalty through e-satisfaction as a mediating variable."

"Tesis ini membahas mengenai pengaruh Experiential Marketing dan Service Quality yang diterapkan oleh Mujigae Resto Mall Kelapa Gading terhadap Customer Satisfaction dan Customer Loyalty. Penelitian ini merupakan penelitian deskriptif dengan teknik sampel non probability sampling. Berdasarkan data dari 240 responden, penelitian ini membuktikan adanya pengaruh positif signifikan antara Experiential Marketing terhadap Customer Satisfaction dan Customer Loyalty, Customer Satisfaction terhadap Customer Loyalty, serta Service Quality terhadap Customer Satisfaction.

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This thesis discusses about the effect of Experiential Marketing and Service Quality which are applied by Mujigae Resto at Kelapa Gading Mall toward the Customer Satisfaction and Customer Loyalty. This research is descriptive research. Based on data from 240 respondents, this study proves the existence of a significant positive effect between Experiential Marketing on Customer Satisfaction and Customer Loyalty, Customer Satisfaction on Customer Loyaly, and Service Quality on Customer Satisfaction."