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"Penelitian ini dilakukan dengan tujuan untuk menguji pengaruh Customer Perceived Ethicality nasabah Bank Central Asia terhadap Brand Equity, Brand Affect dan Brand Image serta pengaruh mediasi Brand Affect dan Brand Image terhadap Brand Equity. Penelitian ini telah dilaksanakan dengan mengambil sampel yang merupakan nasabah retail bank konvensional BCA dan bank digital blu by BCA, berusia 17 - 40 tahun dan merupakan nasabah aktif dari kedua bank tersebut selama minimal 6 bulan terakhir. Pengambilan sampel dilakukan dengan menyebarkan kuesioner dalam bentuk Google Forms yang disebarkan secara online melalui platform media sosial. Penelitian ini berhasil mengumpulkan 243 responden. Seluruh data yang telah dikumpulkan diolah menggunakan metode Partial Least Squares – Structural Equation Modelling (PLSSEM). Hasil dari pengolahan data penelitian menunjukan bahwa Customer Perceived Ethicality memiliki pengaruh yang signifikan terhadap Brand Image dan Brand Affect. Peran mediasi Brand Image juga menunjukan pengaruh positif antara Customer Perceived Ethicality dengan Brand Equity. Namun, ditemukan sebuah data yang menunjukan bahwa Customer Perceived Ethicality dan Brand Affect tidak memiliki pengaruh positif secara langsung maupun mediasi terhadap Brand Equity.

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This research was conducted to examine the effect of Bank Central Asia's Customer Perceived Ethicality towards Brand Equity, Brand Affect and Brand Image as well as the mediating effect of Brand Affect and Brand Image on Brand Equity. This research was conducted by taking samples which are the retail customers of conventional bank BCA and blu by BCA, aged 17-40 years and have been active customers of both banks for at least the last 6 months. Sampling was carried out by distributing questionnaires in Google Forms which were distributed online through social media platforms. This research managed to collect 243 respondents. All data that has been collected is processed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results of research data processing show that Customer Perceived Ethicality has a significant connection to Brand Image and Brand Affect. The mediation role of Brand Image also shows a positive relationship between Customer Perceived Ethicality and Brand Equity. However, another data was found showing that Customer Perceived Ethicality and Brand Affect did not have a direct positive influence or mediation on Brand Equity."

"Tren saat ini dimana pelanggan mengharapkan dan menuntut perusahaan untuk beroperasi secara etis menyebabkan banyak perusahaan menjunjung tinggi etika untuk mendapatkan kekuatan yang lebih besar dalam menghadapi persaingan di pasar. Hal yang sama berlaku untuk Starbucks, merek kopi yang sudah ada sejak lama yang dikenal luas di seluruh dunia dan di Indonesia. Tingginya konsumsi kopi di Indonesia semakin membuktikan bahwa perlunya memahami persepsi pelanggan terhadap sebuah kedai kopi. Namun, masih sedikit yang diketahui mengenai pengaruh customer perceived ethicality terhadap brand equity kedai kopi di Indonesia. Oleh karena itu, penelitian ini menganalisis pengaruh customer perceived ethicality terhadap brand equity Starbucks di Indonesia. Data dikumpulkan dari total 212 Milenial yang lahir antara tahun 1981-1996 dan Generasi Z yang lahir antara tahun 1997-2007, yang telah menjadi pelanggan Starbucks di Indonesia setidaknya sepuluh kali seumur hidup dan tinggal di Jabodetabek. Data yang diperoleh dari hasil pre-test diolah dengan menggunakan IBM SPSS Statistics 25 untuk dinilai validitas dan reliabilitasnya. Sedangkan data yang diperoleh dari main test diolah dan dianalisis menggunakan SmartPLS (v. 3.2.9) untuk menjawab pertanyaan penelitian. Hasil penelitian menunjukkan bahwa customer perceived ethicalit memiliki pengaruh positif terhadap brand image dan brand equity Starbucks di Indonesia. Selain itu, recognition benefits tidak memediasi pengaruhcustomer perceived ethicality terhadap brand equity Starbucks di Indonesia. Meskipun brand heritage tidak memoderasi pengaruh customer perceived ethicality terhadap recognition benefits, brand heritage memperkuat pengaruh customer perceived ethicality terhadap brand equity Starbucks di Indonesia. Ditemukan juga bahwa brand image tidak memediasi pengaruh recognition benefits terhadap brand equity, tetapi memiliki pengaruh langsung positif terhadap brand equity Starbucks di Indonesia. Implikasi manajerial dari penelitian ini adalah bahwa Starbucks Indonesia atau praktisi bisnis sejenis lainnya yang ingin memperkuat brand equity mereka perlu mengembangkan customer perceived ethicality dengan secara aktif terlibat dalam kegiatan CSR, mengembangkan brand image dengan aktivitas seperti periklanan dan hubungan masyarakat, dan mengembangkan brand heritage dengan secara konsisten memberikan layanan berkualitas tinggi kepada pelanggan mereka.

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The current trend where customers expect and demand companies to operate ethically causes many companies to uphold ethics to obtain greater strength in facing competition in the market. The same is true for Starbucks, a long-established coffee brand widely known worldwide and in Indonesia. The high consumption of coffee in Indonesia further proves that it is necessary to understand customer perceptions of a coffee shop. However, little is known regarding the effect of customer perceived ethicality on the brand equity of a coffee shop in Indonesia. Therefore, this study analyzes the effect of customer perceived ethicality on the brand equity of Starbucks in Indonesia. The data was collected from a total of 212 Millennials born between 1981-1996 and Generation Z born between 1997-2007, who have been Starbucks customers in Indonesia at least ten times in their lifetime and live in the Jakarta Metropolitan Area (Jabodetabek). The data obtained from the pre-test results were processed using IBM SPSS Statistics 25 to assess its validity and reliability. On the other hand, data obtained from the main test were processed and analyzed using SmartPLS (v. 3.2.9) to answer research questions. The results show that customer perceived ethicality has a positive effect on the brand image and brand equity of Starbucks in Indonesia. Furthermore, recognition benefits do not mediate the effect of customer perceived ethicality on the brand equity of Starbucks in Indonesia. Although brand heritage does not moderate the effect of customer perceived ethicality on recognition benefits, brand heritage strengthens the effect of customer perceived ethicality on the brand image of Starbucks in Indonesia. It was also found that brand image does not mediate the effect of recognition benefits on brand equity, but has a direct positive effect on the brand equity of Starbucks in Indonesia. The managerial implications of this research are that Starbucks Indonesia or other similar business practitioners who want to strengthen their brand equity need to develop customer perceived ethicality by actively engaging in CSR, develop a brand image by emphasizing activities such as advertising and public relations, and develop a brand heritage by consistently providing high-quality service to their customers."

"ABSTRAKPenelitian ini bertujuan untuk meneliti faktor determinan (driver) dari consumer-based halal brand equity yang diartikan sebagai preferensi terhadap salah satu merek dibanding dengan merek lain yang sejenis hanya dikarenakan atribut halal yang ditawarkan oleh sebuah merek. Penelitian ini menggunakan aspek religiusitas sebagai faktor kunci dalam menentukan faktor determinan dari consumer based halal brand equity, yang pada penelitian ini ditentukan oleh keterlibatan masa lalu mereka terhadap konsumsi halal serta keinginan konsumen dalam mencari manfaat spiritual dengan mengonsumsi produk produk bermerek halal. Penelitian ini menggunakan metode Structural Equation Modelling dimana pengambilan data menggunakan teknik single cross-sectional melalui bantuan kuesioner dengan sampel konsumen muslim di Indonesia. Hasil penelitian ini menunjukkan bahwa religiusitas (khususnya religiusitas intrinsik) adalah faktor kunci dalam menentukan perilaku konsumsi halal konsumen (consumer halal choice behavior) dan manfaat spiritual (self expressive religious benefit) yang merupakan pendorong ekuitas merek halal berbasis konsumen (consumer based halal brand equity). Studi ini menemukan consumer based halal brand equity lebih dipengaruhi oleh perilaku konsumsi halal konsumen (consumer halal choice behavior) daripada manfaat spiritual yang diperoleh dari mengonsumsi produk bermerek halal (self-expressive religious benefit). Studi ini juga menemukan bahwa logo halal sebagai variabel moderasi dapat memberikan kepercayaan tambahan atau bahkan menciptakan keraguan dalam konsumsi halal konsumen. Temuan ini penting bagi perusahaan multinasional yang beroperasi di negara dengan mayoritas populasi Muslim untuk menyediakan produk yang memenuhi kebutuhan konsumen Muslim yang dipengaruhi oleh aspek religiusitas.

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ABSTRACT

This study aims to examine the drivers of halal consumer-based halal brand equity which are interpreted as preferences for one brand compared to other similar brands only due to the halal attributes offered by a brand. This study uses aspects of religiosity as a key factor in determining the drivers of consumer-based halal brand equity, which in this study are determined by their past involvement in halal consumption and the desire of consumers to seek spiritual benefits by consuming halal-branded products. Furthermore, this study also uses halal logo as a moderating variable. This study uses the Structural Equation Modeling method. The samples are gathered by using single cross-sectional technique through online questionnaire with samples are muslim consumers in Indonesia. The results of this study indicate that religiosity (specifically intrinsic religiosity) is a key factor in determining consumer halal choice behavior and self-expressive religious benefit which are the driver of consumer based halal brand equity. This study found that consumer based halal brand equity largely depends on consumer halal choice behavior (their past involvement in halal consumption) rather than self expressive religious benefit (seeking for spiritual benefit). This study also found that halal logo as moderating can give additional confidence or even create doubt in consumers halal consumption. These findings are important for multinational companies which operating in a country with a majority of the Muslim population to provide products that meet the needs of Muslim consumers that can be influenced by aspects of religiosity."

"ABSTRAK

Tesis ini bertujuan untuk mengetahui pengaruh persepsi konsumen atasproduk,

distribusi, dan harga terhadap citra merek dalam membangun ekuitas merek

Suzuki Ertiga. Penelitian ini menggunakan desain penelitian eksploratoris dengan

teknik studi pustaka dan desain penelitian deskriptif dengan teknik survei dalam

bentuk kuesioner terstruktur. Penelitian dilakukan terhadap 180 responden yang

merupakan bagian dari populasi pemilik Suzuki Ertiga yang bertempat tinggal di

wilayah DKI Jakarta. Teknik penarikan sampel yang digunakan dalam penelitian

adalah non-probabilitas dengan tipe judgemental sampling. Hasil penelitian

menunjukkan bahwa persepsi konsumen atas distribusi dan harga memberikan

pengaruh terhadap citra merek, sedangkan persepsi konsumen atas produk tidak

memberikan pengaruh terhadap citra merek. Persepsi konsumen atas produk,

distribusi, dan harga secara bersama-sama memberikan pengaruh terhadap citra

merek yang selanjutnya memberikan pengaruh terhadap pembentukan ekuitas

merek. Hasil penelitian menyarankan perlunya dilakukan pengembangan citra

merek melalui bauran pemasaran produk dan distribusi dalam rangka membangun

ekuitas merek Suzuki Ertiga. Pengembangan citra merek melalui bauran produk

dilakukan dengan mengembangkan citra merek produk Suzuki Ertiga, yang saat

ini terkenal sebagai kendaran keluarga, dikembangkan dengan menambahkan

unsur lifestyle menjadi Suzuki Ertiga sebagai kendaraan keluarga yang trendi.

Pengembangan citra merek melalui bauran distribusi dapat dilakukan dengan

meningkatkan citra showroom Suzuki, antara lain dengan menetapkan standarisasi

penampilan dan fasilitas showroom Suzuki di seluruh Indonesia dan

meningkatkan kemampuan sumber daya manusia di showroom yang menjadi

ujung tombak dalam melayani konsumen.

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ABSTRACT

The objective of this thesis is to find out the influence of customer perception on

product, place, and price to brand image in building Suzuki Ertiga’s brand equity.

This thesis is using exploratory research design by conducting literature reviews,

and also descriptive research design by conducting survey using structural

questionnaire. The survey was conducted to 180 respondents that considered

being part of the population of Suzuki Ertiga’s owners who live in DKI Jakarta

area. The sampling method used is non probability with judgmental sampling. The

result of this thesis shows that customer perception on place and price influences

the brand image of Suzuki Ertiga, while customer perception on product doesn’t

influence the brand image of Suzuki Ertiga. Jointly, customer perception on

product, place, and price, influences the brand image of Suzuki Ertiga and will

eventually influence its brand equity. The researcher suggests that company

should develop brand image of Suzuki Ertiga through its product and place mix in

order to build its brand equity. The development of brand image through its

product mix can be done by adding lifestyle value on its present product’s brand

image, which is associated as family car, so the new brand image of the product

will be a trendy family car. The development of brand image through its place

mix can be done by improving the image of its showrooms, consist of applying

standardization for the appearance and facilities of all its showrooms, and also by

improving the skills of human resources in showroom as they are the ones to serve

customers directly."

"Penelitian ini bertujuan untuk menganalisis pengaruh perceived sacrifice, perceived risk, perceived benefit, dan perceived quality terhadap perceived purchased equity dan intention pembelian group order dalam studi kasus kolektor merchandise K-pop. Desain penelitian ini adalah konslusif deskriptif. Metode pengumpulan data dilakukan menggunakan survei dengan menyebarkan kuesioner secara online menggunakan Google Form melalui sosial media. Metode pengambilan sampel yang digunakan adalah purposive sampling dengan 399 responden yang memenuhi kualifikasi, yaitu kolektor merchandise K-pop yang berusia 15 hingga 29 dari seluruh Indonesia dengan ketentuan pernah melakukan pembelian melalui group order. Data dianalisis menggunakan Covariance based Structural Equation Modeling (CB-SEM) dengan LISREL 8.80. Hasil penelitian ini menunjukkan bahwa variabel perceived sacrifice, perceived benefit, perceived quality berpengaruh signifikan terhadap perceived purchased equity. Sementara itu, variabel perceived risk tidak berpengaruh signifikan terhadap perceived purchased equity. Kemudian, variabel perceived purchased equity berpengaruh signifikan terhadap group order intention.

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The purpose of this research is to analyze the effect of perceived sacrifice, perceived risk, perceived benefit, and perceived quality on perceived purchased equity and group order purchase intention on study of K-pop merchandise collectors. The research design is descriptive conclusive. The data were collected though questionnaires using Google Forms and distributed via social media. The sampling method used was purposive sampling with 399 qualified respondents, that are K-pop merchandise collectors aged 15 to 29 from all over Indonesia with the provision that they had made a purchase through a group order. Data were analyzed using Covariance based Structural Equation Modeling (CB-SEM) with LISREL 8.80. The results showed that the variables perceived sacrifice, perceived benefit, perceived quality have significant effect on perceived purchased equity. Meanwhile, perceived risk has no significant effect on perceived purchased equity. Then, the variable perceived purchased equity has a significant effect on group order intention."

"Karya tulis ini menganalisa tentang bagaimana antrian di supermarket bisa mengubah pengalaman konsumen dan keinginan untuk membeli, serta menggunakan customer equity framework sebagai pengukurannya. Karya tulis ini meneliti tiga toko supermarket di Belanda, yaitu Albert Heijn, Jumbo, dan Dirk van den Broek. Lebih spesifik, penulis memberikan hipotesa bahwa customer equity di supermarket bisa dipengaruhi secara negatif jika konsumen mengalami antrian. Hipotesa tersebut diuji dengan menyebarkan survei online dan diperoleh 108 responden. Hipotesa tersebut tidak didukung dan memberikan kesimpulan bahwa antrian tidak memiliki efek moderasi terhadap hubungan tipe supermarket dan customer equity. Selain itu, ditemukan bahwa Albert Heijn memiliki kemampuan paling baik dalam menggunakan tiga variabel dari customer equity, yaitu value equity, brand equity, dan relationship equity.

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This study analyzed how the queue in supermarkets might change the customer experience and purchase intention and it used customer equity framework as the measurement. This study examined three supermarkets in the Netherlands, which are Albert Heijn, Jumbo, and Dirk van den Broek. More specifically, the author hypothesized that the customer equity in a supermarket can be affected negatively if the customers are experiencing queue. The hypothesis was tested by spreading out an online survey and a sample of 108 respondents was gathered. The hypotheses were not supported, suggesting that queue has no role in moderating types of supermarket and customer equity. In addition, the analysis revealed that Albert Heijn does best in leveraging the three drivers of customer equity, which are value equity, brand equity, and relationship equity."

"Konsumsi kopi di Indonesia naik empat kali lipat sejak tahun 1990 dan generasi muda seperti milenial dan Gen-Z di Indonesia mulai berpindah dari mengonsumsi teh ke mengonsumsi kopi. Peristiwa ini telah menyebabkan revolusi industry kopi di Indonesia dengan bermunculannya berbagai macam merek kopi grab-n-go. Penelitian ini fokus kepada satu merek kopi grab-n-go yaitu Kopi Kenangan. Penilitian ini bertujuan untuk menganalisis dampak dari keterikatan emosional konsumen Indonesia dengan Kopi kenangan terhadap consumer-based brand equity dari Kopi Kenangan. Penilitian ini menggunakan model penelitian yang menggambarkan hubungan antara keterikatan emosional konsumen terhadap berbagai layanan media sosial dan consumer-based brand equity melalui kredibilitas merek dan kepuasan konsumen. Sebanyak 150 responden valid berhasil dikumpulkan melalui metode convenience sampling. Hasil dari penelitian ini membuktikan hubungan dari keterikatan emosional konsumen dengan sebuah merek terhadap consumer-based brand equity yang di mediasi oleh kredibilitas merek dan kepuasan konsumen dengan menganalisis data menggunakan PLS-SEM. Penelitian ini mengimplikasikan dan memberikan saran kepada merek kopi grab-n-go lainnya untuk meningkatkan consumer-based brand equity mereka dengan memperbesar kredibilitas merek, kepuasan konsumen, dan keterikatan emosional dengan sebuah merek.

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Coffee consumption in Indonesia have quadrupled since 1990 and younger generations like millennials and Gen-Z are increasingly switching from tea to coffee consumption. This has led to the revolution of the coffee industry in Indonesia with the emergence of the so-called “grab-n-go” coffee shops. This research focuses one brand of grab-n-go coffee which is Kopi Kenangan. The purpose of this research is to investigate the effect of Indonesian consumers’ emotional brand attachment with Kopi Kenangan towards the consumer-base brand equity of the brand. This research utilizes the framework that depicts the relationship between consumers’ emotional attachment to social media brands and its consumer-based brand equity through brand credibility and consumer satisfaction. A total of 150 valid respondents were collected through a convenience sampling method. The result of this research proves the relationship between emotional brand attachment and consumer-based brand equity but is significantly mediated by brand credibility and consumer satisfaction by analyzing the data using PLS-SEM. This study implies and makes suggestions for other grab-n-go coffee brands to improve their consumer-based brand equity by enhancing brand credibility, consumer satisfaction, and emotional brand attachment."

"ABSTRAKPenelitian ini mengembangkan dan menguji model consumer-based chain restaurant brand equity (CBCRBE) dan menginvestigasi efek dari variabel-variabel yang berada di dalam CBCRBE terhadap reputasi sebuah brand dan juga kepercayaan konsumen terhadap brand tersebut dan juga menginvestigasi efek dari reputasi sebuah brand terhadap brand trust dengan menggunakan metode structural equation modeling (SEM). Hasil penelitian ini mengkonfirmasi bahwa kepercayaan konsumen terhadap brand tersebut dipengaruhi oleh reputasi sebuah brand, brand affect, self-congruence. Serta reputasi sebuah brand dipengaruhi oleh faktor-faktor seperti kualitas makanan dan juga pelayanan restoran, kesadaran konsumen terhadap sebuah brand, dan atribut asosiasi sebuah brand. Penelitian ini juga menemukan bahwa self-congruence berpengaruh negatif terhadap reputasi sebuah brand, dan kesadaran konsumen terhadap sebuah brand berpengaruh negatif terhadap reputasi brand

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ABSTRACTThis study was to develop and test models of consumer-based chain restaurant brand equity (CBCRBE) and investigate the effects of variables that are within CBCRBE to the reputation of a brand and consumer confidence in the brand and also investigated the effect of the reputation of a brand to brand trust using structural equation modeling (SEM). The results of this study confirm that consumer confidence in the brand is influenced by brand reputation, brand affect, and self-congruence. As well as the reputation of a brand is influenced by factors such as the quality of the food and restaurant services, consumer awareness of a brand, and a brand attribute association. The study also found that self-congruence negatively affect the reputation of a brand and consumer awareness of a brand negatively affect brand reputation"

"ABSTRAKPenyesuaian Program memberikan kesempatan ideal bagi Stasiun Penyiaran Televisi Swasta (SPTS) untuk membedakan dirinya sebagai merek. Pembentukan sebuah merek yang kuat dalam suatu pasar merupakan tujuan dari beberapa organisasi, didukung dengan bukti bahwa merek memberikan sekumpulan manfaat. Untuk pesaing yang telah menempati posisi awal secara konstan dan didukung dengan keunikan produk atau jasa yang ditawarkan, serta memfokuskan pada tujuan merek yang sebenarnya. Merek yang kuat memfokuskan pada pentingnya penelitian di bidang ini.Masalah penelitian memfokuskan pada bukti bahwa SPTS menerapkan strategi merek untuk mempertahankan dan meningkatkan daya saing mereka. Selanjutnya, SPTS perlu mengembangkan manfaat kompetitif berdasarkan pada seperangkat karakteristik yang unik. Melalui analogi ini dapat disimpulkan bahwa Global TV perlu mengetahui bagaimana format merek SPTS-nya agar memperoleh pengakuan besar dari ?konsumennya?.Tujuan metode pengumpulan data ini adalah untuk mengetahui seberapa besar tingkat pengakuan ?konsumennya? terhadap merek Global TV. Penelitian ini akan mengidentifikasi penerapan strategi untuk mempertahankan dan meningkatkan daya saing Global TV, selain juga membentuk keunikannya sebagai SPTS di Indonesia melalui pengakuan merek oleh para ?konsumennya?.Tujuan penelitian ini adalah untuk meneliti merek dan ekuitas merek Global TV melalui pengakuan merek oleh ?konsumennya?. Kesadaran merek, kualitas merek, loyalitas merek, reliabilitas merek, suasana merek dan ekuitas merek dipilih sebagai variabel penelitian merek dan ekuitas merek Global TV.

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Adjustment Program provides the ideal opportunity for the Private Television Broadcasting Station (SPTS) to distinguish itself as a brand. The establishment of a strong brand in a market is a goal of several organizations, supported with evidence that the brand provides a set of benefits. For competitors who have been occupying the position of the beginning and constantly supported with unique products or services offered, and the focus on the actual destination brand. Brand is strong focus on the importance of research in this field.

Problems of research that focuses on evidence SPTS implement brand strategies to maintain and improve their competitiveness. Next, SPTS need to develop competitive advantage based on a unique set of characteristics. Through this analogy can be concluded that Global TV will need to know how to format the SPTS its recognition in order to get the most from the "customers".

The purpose of this data collection method is to find out how much the level of "clients" of the Global TV. This study will identify the implementation of strategies to maintain and improve competitiveness Global TV, as well as the uniqueness formed SPTS in Indonesia through brand recognition by the "customers".

Goal of this research is to examine the brand equity and brand recognition brand quality, brand loyalty, brand reliability, atmosphere and their brand equity is selected as the research variables and brand equity of Global TV."

"Store brand merupakan salah satu strategi yang diterapkan oleh peritel untuk dapat bersaing di pasar. Terdapat beberapa faktor yang digunakan untuk menjelaskan perilaku pembelian store brand. Berdasarkan penelitian sebelumnya, store image, store brand price image dan perceived risk berpengaruh terhadap purchase intention produk store brand. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh store image, store brand price image dan perceived risk terhadap purchase intention produk store brand Watsons. Penelitian menggunakan metode Structural Equation Modeling (SEM) untuk menguji hipotesis penelitian. Tehnik pengumpulan data dengan cara survei melalui kuesioner. Populasi dan sampel dalam penelitian adalah pengunjung ataupun pembeli di ritel Watsons JABODETABEK dengan jumlah sampel sebanyak 180 responden yang dipilih secara acak. Hasil dari penelitian menunjukkan bahwa store image perceptions dan store brand price image berpengaruh positif terhadap store brand purchase intention.

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Store brand is one of retailer's strategy to be competitive in the market. Several factors have been underlined to explain store brands' (SBs) purchase behavior.Based on previous research, store image, store brand price image and perceived risk have an influence toward store brand purchase intention. The purpose of this study was to examine the effect store image, store brand price image and perceived risk on purchase intention of store brand products Watsons. A research using Structural equation modeling to test the hypothesized relationships. Methods of data collection by survey techniques. Populations and samples in this study are the visitor or buyer at 'Drugstore Watsons' JABODETABEK, with a total sample of 180 respondents were randomly selected. The result of this study shows that store image perceptions and SB price-image positif influence significantly SB purchase intention."