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"[ABSTRAKPenelitian ini bertujuan untuk mengetahui pemanfaatan media sosial dari humas organisasi berbasis keagamaan di era digital, serta menjabarkan ketepatan formulasi social media tools yang digunakan oleh humas organisasi tersebut, terutama terkait penggunaan konten dan dalam kaitannya dengan membangun brand image organisasi. Dari hasil studi kasus penelitian, menunjukkan bahwa media sosial dapat mendorong terciptanya eWOM, sehingga nantinya terlihat beragam opini publik yang berkembang mengenai organisasi, yang akhirnya memunculkan persepsi, membangun brand awareness, lalu membentuk image tersendiri terkait organisasi. Sehingga tercermin bahwa media sosial dan komunitas merupakan medium komunikasi antara anggota organisasi dan brand mempunyai peran penting dalam membangun brand image organisasi.

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ABSTRACTThis research conducted to understand social media utilization of PR of religious organization in the digital era, and outline the accuracy of the formulation of social media tools used by PR in that organization, especially regarding to use content and due to build the brand image organization. Case study in this research shows that social media can encourage the creation of eWOM, eventually it will be coming up a variety of public opinion about the organization, which cause build the perception and build brand awareness, in the end will be create its own image related to the organization. It also concluded that social media and community as a medium of communication between the members of the organization and the brand has a very large role in building brand image organization, especially religious organization.;This research conducted to understand social media utilization of PR of religious organization in the digital era, and outline the accuracy of the formulation of social media tools used by PR in that organization, especially regarding to use content and due to build the brand image organization. Case study in this research shows that social media can encourage the creation of eWOM, eventually it will be coming up a variety of public opinion about the organization, which cause build the perception and build brand awareness, in the end will be create its own image related to the organization. It also concluded that social media and community as a medium of communication between the members of the organization and the brand has a very large role in building brand image organization, especially religious organization., This research conducted to understand social media utilization of PR of religious organization in the digital era, and outline the accuracy of the formulation of social media tools used by PR in that organization, especially regarding to use content and due to build the brand image organization. Case study in this research shows that social media can encourage the creation of eWOM, eventually it will be coming up a variety of public opinion about the organization, which cause build the perception and build brand awareness, in the end will be create its own image related to the organization. It also concluded that social media and community as a medium of communication between the members of the organization and the brand has a very large role in building brand image organization, especially religious organization.]"

"The primary objective of this thesis is to obtain a better understanding regarding the various kinds of things concerning advertising communication, and in particular, its role in building brand image of a product offered by a company In addition, this thesis also tries to analyze an advertisement, and test the effectiveness of the advertisement. The research methodology used is focus group discussion which were conducted from June 26, 1995 through July 1,1995. The sample size chosen is N = 66, and all of the respondents were screened and recruited at central location sites. Interviews with company officials also added the research data. The research has successfully reveal that the primary message of Aquatred advertisement is conveyed effectively. This is seen from the registration of the key communication message which appeared to be satisfactory, in response to the commercial main message. Advertising impact/recall, both recall of advertisement and recall of sponsorship, is quite high. However, overall attitude measures indicate a relatively low interestingness toward the advertisement. Therefore the future aquatred advertisement should: mentioned and briefly explain the uniqueness of Aquatred; mention that Aquatred has won several prestigious international awards; be built around the central theme of the safetyness that Aquatred provide."

"Tesis ini meneliti pengaruh brand image yang diwakili oleh lima dimensi merek awareness, perceived quality, uniqueness, dan non-product related brand associations seperti corporate social responsibility (CSR) dan social image terhadap kesediaan membayar harga premium (willingness to pay price premium) dan menambahkan variabel jenis kelamin sebagai variabel moderasi. Setelah dilakukan tinjauan pustaka dan penyusunan hipotesis didapatkan data dari 254 responden yang merupakan konsumen pembeli Air Minum Dalam Kemasan bermerek Aqua di wilayah DKI Jakarta dengan menggunakan teknik quota sampling dan dilakukan analisis data menggunakan Regresi Berganda dengan bantuan program SPSS 21.0.Hasil penelitian menunjukan bahwa dimensi brand image yang mempengaruhi kesediaan konsumen membayar harga premium pada produk Air Minum Dalam Kemasan bermerek Aqua adalah brand uniqueness, corporate social responsibility dan social image, dan variabel jenis kelamin memoderasi hubungan langsung antara dimensi brand uniqueness dan corporate social responsibility terhadap kesediaan konsumen membayar harga premium.

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This thesis examines the effect of brand image represented by the five dimensions of brand : awareness, perceived quality, uniqueness, and non-productrelated brand associations such as corporate social responsibility (CSR) and social image on willingness to pay a price premium and adding the variable gender as a moderating variable. After review of the literature and the preparation of hypothetical, data obtained from 254 respondents who represent the buyer of Bottled Water branded Aqua in Jakarta using quota sampling techniques and data analysis using multiple regression with SPSS 21.0.

The results showed that the dimensions of brand image that affecting consumers willingness to pay a price premium on products Bottled Water branded Aqua are brand uniqueness, corporate social responsibility and social image, and the gender variable does moderate the direct relationship between the dimensions brand uniqueness and corporate social responsibility on consumers' willingness to pay a price premium."

"Penelitian ini berfokus pada pengaruh terpaan social media influencer terhadap perilaku konsumtif pada mahasiswa Generasi Z. Selain itu, penelitian ini menggunakan jenis kelamin sebagai variabel kontrol untuk melihat bagaimana pengaruh terpaan social media influencer terhadap perilaku konsumtif mahasiswa Generasi Z. Peneliti memiliki hipotesis di mana semakin tinggi terpaan social media influencer, maka semakin tinggi pula perilaku konsumtif melalui variabel kontrol jenis kelamin. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan menggunakan metode pengumpulan data melalui penyebaran kuesioner online menggunakan Google Form. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara terpaan social media influencer dengan perilaku konsumtif dengan kekuatan hubungan yang kuat dan memiliki arah yang positif serta signifikan di tingkat populasi. Hasil analisis bivariat yang menunjukkan hubungan kuat ini juga didukung oleh data kualitatif melalui wawancara mendalam. Adapun, hasil analisis multivariat menunjukkan adanya perbedaan pengaruh terpaan social media influencer terhadap perilaku konsumtif pada jenis kelamin yang berbeda di mana laki-laki cenderung lebih konsumtif dibandingkan perempuan.

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This study focuses on the influence of exposure to social media influencers on consumptive behavior in students of Generation Z. In addition, this study uses gender as a control variable to see how the influence of exposure to social media influencers on the consumptive behavior of students of Generation Z based on different genders. Based on previous research, The researcher has a hypothesis in which the higher the exposure to social media influencers, the higher the consumptive behavior through the control variable of gender. This research uses a descriptive quantitative approach using data collection methods through distributing online questionnaires using Google Form The results showed that there is a significant influence between exposure to social media influencers and consumptive behavior with a strong relationship strength and has a positive direction and is significant at the population level. The results of bivariate analysis showing this strong relationship are also supported by qualitative data through in-depth interviews. Meanwhile, the results of multivariate analysis show that there are differences in the influence of exposure to social media influencers on consumptive behavior in different genders where men tend to be more consumptive than women. "

"Studi ini bertujuan untuk menganalisis pengaruh social media usage terhadap purchase decision involvement, brand awareness, dan brand image dengan dimediasi oleh EWOM dan trust pada industri rumah subsidi. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 200 orang responden. Responden penelitian ini adalah masyarakat Indonesia yang memiliki gaji dibawah delapan juta rupiah perbulan dalam enam bulan terakhir, pernah mengulas atau melihat ulasan mengenai sosial media rumah subsidi dalam enam bulan terakhir, dan tidak sedang bekerja pada agensi pemasaran rumah subsidi. Data dianalisis dengan metode Structural Equation Model (SEM) atau model persamaan struktural dengan menggunakan aplikasi AMOS versi 24. Hasil studi menunjukkan bahwa social media usage memiliki pengaruh terhadap brand image dan brand awareness dengan dimediasi EWOM dan trust. Selain itu hasil penelitian juga menunjukkan bahwa social media usage tidak mempengaruhi purchase decision involvement baik secara langsung maupun dengan dimediasi oleh EWOM dan trust. Penelitian ini berkontribusi dengan membahas industri rumah subsidi sebagai objek penelitian serta mengembangkan model penelitian terdahulu dengan menambahkan brand image, brand awareness, dan pengaruh social media usage pada EWOM. Selain itu penelitian ini juga berkontribusi sebagai alat bantu mengambil keputusan pada komunikasi pemasaran di industri rumah subsidi.

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This study aims to analyze the effect of social media usage on purchase decision involvement, brand awareness, and brand image mediated by EWOM and trust in the subsidized house industry. This research uses quantitative methods by distributing questionnaires to 200 respondents. The respondents of the research are Indonesian people who have a salary of under eight million rupiah per month in the last six months, have reviewed or seen reviews on subsidized housing social media in the last six months, and are not currently working at a subsidized housing marketing agency. Data were analyzed using the Structural Equation Model (SEM) method or structural equation modeling using the AMOS version 24. The study results show that social media usage has an influence on brand image and brand awareness mediated by EWOM and trust. In addition, the research results also indicate that social media usage does not affect purchase decision involvement either directly or mediated by EWOM and trust. This research contributes by discussing the subsidized house industry as a research object and developing previous research model by adding brand image, brand awareness, and the influence of social media usage on EWOM. In addition, this research also contributes as a decision-making tool on marketing communication in the subsidized house industry."

"Tesis ini membahas hubungan electronic word-of-mouth di social media dan brand image terhadap keputusan pembelian, studi dalam memilih preschool Highscope. Penelitian ini adalah penelitian kuantitatif dengan desain eksplanatori, responden adalah orang tua yang diwakili oleh ibu dari murid yang terdaftar di preschool Highscope, berjumlah 97 orang. Metode analisa data dilakukan dengan analisa statistik deskriptif dan analisa jalur untuk membuktikan hipotesis dalam penelitian ini. Hasil penelitian menunjukkan bahwa electronic word-of-mouth (e-WOM) di social media dan brand image memiliki pengaruh signifikan baik secara terpisah maupun secara bersama-sama terhadap keputusan pembelian.

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This thesis discusses about the relationship electronic word-of-mouth in social media and brand image on purchase decisions, in choosing a preschool Highscope study. This research is a quantitative study with explanatory design; respondents are parents who are represented by the mother of a student enrolled in preschool Highscope, totaling 97 people. Data analysis method are descriptive statistical analysis and path analysis to prove this research hypothesis. The results showed that the electronic word-of-mouth (e-WOM) in social media and brand image has a significant effect, either separately or jointly to the purchasing decision."

"Perkembangan teknologi informasi yang pesat di Indonesia menyebabkan petumbuhan pasar online yang juga pesat. Banyak sekali e-commerce baru bermunculan, terutama e-commerce business-to-consumer B2C , dan produk yang paling diminati adalah produk fashion. Dengan ini kompetisi pada pasar online pun semakin ketat. Penting bagi suatu perusahaan e-commerce untuk mempertahankan kepercayaan dan loyalitas pelanggan mereka untuk tetap dapat bersaing di pasar. Di sisi lain, perkembangan teknologi informasi ini juga ditambah dengan adanya media sosial yang kini sangat marak digunakan. Media sosial sudah menjadi sumber informasi bagi masyarakat. Maka dari itu, perusahaan melihat media sosial sebagai media pemasaran yang potensial. Dengan melihat kedua hal ini, perlu dilakukan penelitian untuk meningkatkan Brand Trust dan Brand Loyalty pelanggan e-commerce B2C, khususnya yang menjual produk fashion, dengan melihat faktor-faktor yang ada dalam Social Media Marketing SMM . Hasil penelitian ini dapat menjadi saran bagi perusahaan e-commerce dalam membuat strategi Social Media Marketing yang befokus pada peningkatan Brand Trust dan Brand Loyalty pelanggan mereka, sehingga dapat bersaing dengan perusahaan-perusahaan e-commerce lain di Indonesia.

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Information technology fast development in Indonesia has caused the fast growth in Indonesian online market. So many new e commerce companies enter Indonesian online market, especially B2C e commerce companies that sell fashion product. This causes the online market in Indonesia to get more competitive. It is very important for an e commerce company to retain their customer rsquo s trust and loyalty towards the company, in order to survive in the market competition. On the other side, the development of information technology relates strongly with social media user that has been increasing throughout the years. Social media has been seen as one of the main source of information for its user. Therefore, company sees social media as a potential medium for marketing.

With those aspects in mind, it is needed to conduct a research to increase Brand Trust and Brand Loyalty of B2C e commerce rsquo s customers using factors in Social Media Marketing SMM. The result of this research can be used as a guidance for e commerce company to plan their Social Media Marketing strategy that focuses on increasing Brand Trust and Brand Loyalty of their customer, in order to sustain their competitiveness in the Indonesian market. "