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"Penelitian ini dilakukan untuk mengetahui pengaruh idol worship (BPA, PEV, BSR, RNS) terhadap brand loyalty dari merek yang menggunakan kpop idol sebagai celebrity endorser melalui brand passion dan brand attachment. Sampel yang digunakan adalah penggemar kpop idol yang pernah membeli atau menggunakan produk dari merek yang ditentukan atas dasar kesukaan kepada idola, dengan usia 20-39 tahun dan berdomisili di Indonesia. Pengambilan sampel dilakukan melalui kuesioner dalam bentuk google form yang disebarkan secara online dan berhasil mengumpulkan sebanyak 307 responden. Data yang telah dikumpulkan, diolah menggunakan metode Structural Equation Modeling (SEM) dengan software Smart PLS-SEM. Hasil penelitian menunjukkan bahwa brand personality appeal, perceived emotional value, brand-based self-realization dan relatedness needs satisfaction memiliki pengaruh positif terhadap brand passion dan brand attachment, kecuali pada brand personality appeal yang tidak memiliki pengaruh pada brand attachment. Selain itu, brand passion ditemukan secara signifikan mempengaruhi brand attachment dan kedua variabel tersebut (BP, BA) memediasi hubungan variabel idol worship (BPA, PEV, BSR, RNS) dengan brand loyalty.

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This study was conducted to determine the effect of idol worship (BPA, PEV, BSR, RNS) on brand loyalty from brands that use kpop idol as celebrity endorsers through brand passion and brand attachment. The sample studied is kpop idol fans who have bought or used products from a predetermined brand on the basis of liking for idols, aged 20-39 years and domiciled in Indonesia. Sampling was carried out through a questionnaire in the form of a Google form which was distributed online and managed to collect 307 respondents. The data that has been collected is processed using the Structural Equation Model (SEM) method with the Smart PLS-SEM software. The results showed that brand personality appeal, perceived emotional value, brand-based self-realization, and relatedness needs satisfaction had a positive effect on brand passion and brand attachment, except for brand personality appeal which had no effect on brand attachment. In addition, brand passion was found to significantly influence brand attachment and the two variables (BP,BA) mediated the relationship between idol worship variables (BPA, PEV, BSR, RNS) with brand loyalty."

"ABSTRAKSkripsi ini bertujuan untuk mengeksplorasi beberapa efek dari variabeldalam komunitas virtual ID-ANDROID. Pengaruh variabel yang terlibat antaralain identifikasi, kepuasan, partisipasi, promosi, dan loyalitas. Data diolahmenggunakan metode Structural Equation Model (SEM) dengan kesimpulanbahwa kepuasan memberikan dampak positif terhadap promosi namun tidaksignifikan terhadap partisipasi anggota dalam komunitas virtual. Ditemukanpula bahwa identifikasi anggota memberikan pengaruh positif dan signifikanpada partisipasi dan kepuasan anggota namun tidak pada promosi. Promosilebih dipengaruhi oleh tingkat kepuasan anggota yang berujung pada loyalitasanggota terhadap komunitas virtual ID-Android.

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ABSTRACTObjective of this thesis is to explore some effects on virtual community ofID-ANDROID. Involved variables are including identification, satisfaction,promotion and loyalty. Data is processed by using Structural Equation Model(SEM) and it concludes that satisfaction gives a non-significant positive effect onmember participation in this virtual community. It also found that memberidentification gives significant and positive effect to member participation andsatisfaction, however, it is not valid on promotion. Promotion is more influencedby member participation level which is end-up to member loyalty on virtualcommunity of ID-Android."

"Pemasaran merupakan proses yang menghubungkan kegiatan jual-beli. Ritel merupakan aktivitas bisnis dalam menjual barang atau jasa secara langsung kepada konsumen, salah satu jenis ritel adalah department store. Dalam kegiatan pembelian terjadi proses pengambilan keputusan yang disebut sebagai purchase decision. Sarinah sebagai department store pertama di Indonesia yang baru saja melakukan rebranding memilih milenial sebagai target pasarnya. Brand awareness, perceived quality, dan promotion merupakan beberapa faktor yang dapat memengaruhi purchase intention dan purchase decision pelanggan. Penelitian ini dilakukan melalui pendekatan kuantitatif dengan metode survei terhadap 180 responden. Data yang diperoleh dari penelitian ini selanjutnya dianalisis dengan metode Structural Equation Modelling (SEM) dengan pendekatan PLS-SEM. Hasil penelitian menunjukan bahwa brand awareness tidak signifikan dalam memengaruhi purchase intention dan purchase decision, perceived quality dan promotion berpengaruh signifikan terhadap purchase intention dan purchase decision, serta purchase intention berpengaruh signifikan terhadap purchase decision.

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Marketing is a process that connects buying and selling activities. Retail is a business activity in selling goods or services directly to consumers, one type of retail is department stores. In purchasing activities, a decision-making process occurs which is called a purchase decision. Sarinah as the first department store in Indonesia has just carried out rebranding, now Sarinah chose millennials as its target market. Brand awareness, perceived quality, and promotion are several factors that can influence customer purchase intention and purchase decisions. This research conducted using a quantitative approach with survey method of 180 respondents. The data obtained from this research then analyzed using the Structural Equation Modeling (SEM) method with PLS-SEM approach. The research results show that brand awareness is not significant in influencing purchase intention and purchase decision, perceived quality and promotion have significant effect on purchase intention and purchase decision, and purchase intention has significant effect on purchase decision."

"ABSTRAKPerusahaan telekomunikasi harus menyediakan sebuah rencana untuk memaksimalkan keuntungan investasi (memilih pelanggan terbaik) karena adanya keterbatasan anggaran. Sebuah konsep Customer Lifetime Value (CLV), yang berfokus pada perilaku pelanggan, memungkinkan penyusunan rencana tersebut. Penelitian ini membahas faktor-faktor apa saja yang dapat memengaruhi CLV. Penelitian ini menggunakan metode structural equation modeling yang bertujuan untuk mengetahui pengaruh antar faktor. Data diperoleh dengan menggunakan kuesioner dengan jumlah responden sebanyak 517. Responden penelitian ini adalah mahasiswa yang berdomisili di Jabodetabek. Hasil dari penelitian ini menunjukkan bahwa Customer Trust, Customer Loyalty, Willingness to Recommend, dan Willingness to Refer berpengaruh signifikan terhadap CLV. Dari 8 alternatif strategi yang dihasilkan penelitian ini, mengembangkan dan meningkatkan kualitas pelayanan pelanggan merupakan prioritas pertama untuk meningkatkan CLV pada perusahaan telekomunikasi di Indonesia.

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ABSTRACT

Telecommunication companies must provide strategies to maximize investment gains (pick the best customers) due to budgetary constraints. A concept of Customer Lifetime Value (CLV), which focuses on customer behavior, enables the preparation of the strategies. This research discusses the factors that can affect the CLV. This research use structural equation modeling to investigate the influence between factors. Data in this research was obtained using questionnaire with 517 respondents. The respondents are university students who live in Jabodetabek. Results from this research indicate that Customer Trust, Customer Loyalty, Willingness to Recommend, and Willingness to Refer significantly affect the CLV. From 8 alternative strategies that produced from this research, develop and improve the quality of customer service is the first priority to improve CLV on telecommunication companies in Indonesia."

"Penelitian ini bertujuan untuk mengetahui bahwa pengalaman merek pada konsumen Gojek Indonesia memiliki pengaruh terhadap loyalitas merek. Sampel yang digunakan dalam penelitian ini merupakan para pengguna Gojek Indonesia yang berdomisili di Indonesia yang berusia 18-28 tahun. Terdapat sebanyak 290 responden terkumpul yang menggunakan metode purposive sampling. Kemudian, diolah dan dianalisis menggunakan Partial Least Square - Structural Equation Model (PLS-SEM). Hasil penelitian ini menunjukkan pengaruh dari pengalaman merek yang dirasakan oleh konsumen Gojek Indonesia terhadap loyalitas merek melalui persepsi kualitas dan kepercayaan merek. Penelitian ini menunjukkan bahwa loyalitas merek dipengaruhi secara langsung oleh pengalaman merek, persepsi kualitas, dan kepercayaan merek. Selain itu, persepsi kualitas dan kepercayaan merek juga memiliki efek mediasi terhadap hubungan antara pengalaman merek dan loyalitas merek. Penelitian ini diharapkan dapat membantu perusahaan pada industri on-demand service dalam meningkatkan loyalitas merek dari konsumen mereka.

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This study aims to determine that the brand experience of Gojek Indonesia customers has an influence on brand loyalty. The samples used in this study are Gojek Indonesia users who are domiciled in Indonesia aged 18-28 years. There were 290 respondents collected using purposive sampling method. The date is processed and analyzed using Partial Least Square - Structural Partial Model (PLS-SEM). The results of this study show the influence of the brand experience felt by Gojek Indonesia customers on brand loyalty through perceived quality and brand trust. This study shows that brand loyalty is directly influenced by brand experience, perceived quality, and brand trust. Moreover, perceived quality and brand trust also have a mediating effect on the relationship between brand experience and brand loyalty. This study is expected to help companies in the on-demand service industry in increasing brand loyalty from their customers."

"Saat ini, banyak perusahaan atau brand yang menggunakan brand ambassador sebagai bagian dari strateginya, salah satunya menjadikan artis asal Korea Selatan, seperti aktor dan idol group sebagai brand ambassador dari produk nya. Penelitian ini menganalisis strategi penggunaan S.Coups, Wonwoo, dan Vernon Seventeen sebagai Brand Ambassador dalam kampanye Lead The Wave Chitato berdasarkan fungsi Publicity, strategi Three Ways Strategy, dan manfaat brand ambassador. Dan, melalui metode penelitian desk study. Hasil analisis menunjukkan bahwa penggunaan brand ambassador mampu menciptakan sentimen positif melalui kesamaan nilai antara Chitato dan Seventeen, yaitu self-producing dan autentisitas. Strategi Three Ways yang diterapkan meliputi push strategy melalui promosi langsung di media sosial dan iklan; pull strategy melalui konten tantangan interaktif yang mendorong partisipasi audiens; serta pass strategy yang memanfaatkan komunitas penggemar untuk memperluas pesan melalui word-of-mouth. Selain itu, manfaat brand ambassador mencakup peningkatan visibilitas merek, perluasan jangkauan audiens terutama generasi muda, dan penguatan identitas kampanye. Kesimpulan penelitian ini menegaskan bahwa kolaborasi dengan idol K-Pop sebagai brand ambassador efektif dalam meningkatkan kesadaran merek, menciptakan keterhubungan emosional dengan audiens, dan mengikuti tren pemasaran global yang relevan.

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Many companies or brands use brand ambassadors as part of their strategies, including selecting South Korea artists, such as actors and idol groups as their brand ambassadors. This research analyzes the strategy of using S.Coups, Wonwoo, and Vernon Seventeen as Brand Ambassadors in Chitato's Lead The Wave campaign based on the publicity function, Three Ways Strategy, and brand ambassador benefits. And through the desk study as a research method in this article. The results of the analysis show that the use of brand ambassador is able to create positive sentiment through the similarity of values between Chitato and Seventeen, namely self-producing and authenticity. The Three Ways Strategy applied includes push strategy through direct promotion on social media and advertisements; pull strategy through interactive challenge content that encourages audience participation; and pass strategy that utilizes the fan community to expand the message through word-of-mouth. In addition, brand ambassador benefits include increased brand visibility, expanded audience reach especially the younger generation, and strengthened campaign identity. The conclusion of this study confirms that collaboration with K-Pop idols as brand ambassador is effective in increasing brand awareness, creating an emotional connection with the audience, and keeping up with relevant global marketing trends."

"Penelitian ini bertujuan untuk mengetahui pengaruh Brand authenticity terhadap Brand trust serta peran Brand trust sebagai mediator dalam membangun Brand Affect dan Brand loyalty pada konsumen brand HMNS di Jabodetabek. Penelitian ini didasarkan pada pemahaman bahwa brand authenticity memiliki peran penting dalam membangun hubungan yang kuat antara brand dengan konsumen. Metode penelitian yang digunakan adalah survei dengan menggunakan kuesioner yang diberikan kepada responden yang merupakan konsumen brand HMNS di Jabodetabek. Pengambilan sampel dilakukan secara purposive dengan mengedepankan kriteria usia minimal 18 tahun dan pengalaman konsumsi terhadap brand HMNS. Total sampel yang terkumpul adalah 149 responden. Hipotesis di uji dengan menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa Brand authenticity memiliki pengaruh yang signifikan terhadap Brand trust. Kemudian, Brand trust berpengaruh signifikan terhadap Brand Affect dan Brand loyalty.

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The purpose of this research is to cognize the influence of brand authenticity on Brand trust and the mediating role of Brand trust in building brand affect and brand loyalty among HMNS brand consumers in Jabodetabek. This study is based on the understanding that brand authenticity plays a crucial role in establishing a strong relationship between the brand and consumers. A survey method was employed, utilizing questionnaires distributed to HMNS brand consumers in Jabodetabek. The sampling was conducted purposively, with a minimum age requirement of 18 years and experience in consuming the HMNS brand. A total of 149 respondents participated in the study. The hypotheses were tested using Struktural Equation Modeling (SEM).The findings of the study indicate that brand authenticity has a significant influence on brand trust. Additionally, brand trust significantly affects both brand affect and brand loyalty. Furthermore, brand authenticity indirectly affects loyalty through brand trust. These results highlight the importance of brand authenticity in building a strong relationship with consumers. The findings have practical implications for brand communication and marketing strategies, emphasizing the need for brands to emphasize authenticity."

"Penelitian ini membahas mengenai pengaruh brand value terhadap brand loyalty Generasi Y (24-38 tahun) yang dikenal sebagai generasi dengan perilaku brand switching yang tinggi dengan melibatkan variabel brand satisfaction, brand reliability, dan brand intentions. Objek yang digunakan dalam penelitian ini adalah ponsel pintar dan untuk membatasi banyaknya brand ponsel pintar Peneliti menetapkan lima besar produsen ponsel pintar di Indonesia sebagai perwakilan.Penelitian ini adalah penelitian kuantitatif dengan desain konklusif, deskriptif, dan single-cross sectional. Metode pengolahan data dalam penelitian ini adalah Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan alasan utama data tidak terdistribusi normal dan terdapat konstruk formatif pada model penelitian.Hasil penelitian ini menunjukkan bahwa brand value tidak memiliki pengaruh positif terhadap brand loyalty baik secara langsung maupun melalui brand satisfaction dan brand reliability. Akan tetapi, brand value memiliki pengaruh positif terhadap brand loyalty dengan melalui brand intentions. Penelitian ini memberikan saran kepada produsen ponsel pintar di Indonesia untuk fokus dalam meningkatan brand value dan brand intentions perusahaan.

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This research discusses the effect of brand value on brand loyalty of Generation Y (24-38 years old) who is known as the generation with high brand switching behavior by involving brand satisfaction, brand reliability, and brand intentions. The Object used in this research is smartphone and in order to limit the enormous number of smartphone brands The Researcher set the big five smartphone producers in Indonesia as the representatives.

This research is a quantitative research with conclusive, descriptive, and single-cross sectional design. The processing data method in this research is Partial Least Square-Structural Equation Modeling (PLS-SEM) with undistributed normally data and a formative construct in research model as the main reasons.

The results of this study shows that brand value does not have positive effect on brand loyalty both directly and through brand satisfaction and brand reliability. However, brand value have positive effect on brand loyalty through brand intentions. This research suggests smartphone producers in Indonesia to focus on enhancing brand value and brand intentions of the company."

"Loyalitas pelanggan merupakan salah satu faktor yang mempengaruhi keberlangsungan perusahaan. Penelitian ini bertujuan untuk memperoleh faktor-faktor yang mempengaruhi loyalitas pelanggan restoran makanan cepat saji. Data diperoleh melalui kuesioner yang didistribusikan pada tiga perusahaan restoran makanan cepat saji di Indonesia dengan 400 sampel responden untuk setiap perusahaan. SEM Structural Equation Modeling digunakan sebagai metode pengolahan data. Penelitian ini menggunakan tujuh variabel laten dan 29 variabel terukur yang ditentukan berdasarkan studi literatur dan penilaian pakar. Hasil penelitian menunjukkan bahwa kepuasan pelanggan dan citra restoran mempengaruhi loyalitas pelanggan. Berdasarkan efek secara langsung, kepuasan pelanggan memiliki pengaruh terbesar terhadap loyalitas pelanggan pada ketiga objek penelitian.

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Customer loyalty is the main factor for sustainability company. The purpose of this research is to investigate the factors affecting customer loyalty in fast food restaurant. Data were collected through a questionnaire distributed to three fast food restaurant companies in Indonesia with 400 sample respondents for each company. Structural equation modeling was used to examine the hypothesized relationships between the variables.

Research used seven latent variables and 29 measured variables which determined based on literature study and expert assessment.

The results showed that customer satisfaction and restaurant image affects customer loyalty. Another key finding, based on comparison of direct effect, customer satisfaction has the greatest impact on customer loyalty. "

"Industri sepak bola global diprediksi tumbuh di masa yang akan datang. Meskipun menjanjikan, bisnis tim sepak bola terbukti tidak selalu menguntungkan. Profesionalisasi industri olahraga mendorong transformasi manajemen tim sepak bola menjadi entitas bisnis dengan fokus keuntungan dan keberlanjutan. Penelitian ini menganalisis komponen brand love yang terdiri dari enam aspek kunci, yaitu passion, emotional attachment, intrinsic rewards, brand connection, high quality, dan thinking. Peneliti melakukan penelitian kausal kuantitatif dengan menggunakan metode partial least squares (PLS) pada 501 partisipan melalui kuesioner online. Hasil penelitian menunjukkan bahwa brand love secara signifikan memengaruhi loyalty, word of mouth, dan willingness to pay dalam pembelian tiket serta merchandise. Lebih lanjut, relationship length memiliki dampak positif dalam memoderasi antara brand love dan loyalty, sementara tidak berpengaruh secara signifikan pada moderasi antara brand love dan word of mouth serta willingness to pay. Penelitian ini mengimplikasikan bahwa manajer pemasaran tim sepak bola perlu secara proaktif menciptakan merek yang membangkitkan sisi emosional penggemar, mengembangkan identitas merek, serta memahami bahwa pembelian tiket dan merchandise menjadi upaya memperkuat hubungan tim dengan penggemar guna membentuk ikatan kuat antara tim dan penggemarnya.

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The global football industry is predicted to grow in the future. Despite its promise, football team businesses have proven not always profitable. Professionalization in the sports industry drives the transformation of football team management into a business entity with a focus on profit and sustainability. This research analyzes the components of brand love, consisting of six key aspects: passion, emotional attachment, intrinsic rewards, brand connection, high quality, and thinking. The researchers conducted quantitative causal research using the partial least squares (PLS) method with 501 participants through an online questionnaire. The results indicate that brand love significantly influences loyalty, word of mouth, and willingness to pay in the purchase of tickets and merchandise. Furthermore, relationship length positively moderates the relationship between brand love and loyalty, while it does not significantly affect the moderation between brand love and word of mouth or willingness to pay. This study implies that football team marketing managers need to proactively create brands that evoke emotional connections with fans, develop brand identity, and understand that ticket and merchandise purchases are efforts to strengthen the team's relationship with fans to form a strong bond between the team and its supporters."