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"Penelitian ini bertujuan untuk mengetahui pengaruh dari Brand Personality terhadap Consumer Behavior (BL, PWOM, RNI, WP, SD, AE) dengan peran dari Brand Love pada konteks grup K-Pop, BTS. Sampel yang diteliti adalah penggemar BTS atau disebut ARMY, yang berdomisili di Indonesia dan berusia 17-35 tahun. Jumlah responden yang berhasil dikumpulkan pada penelitian ini adalah 492 responden. Data yang sudah berhasil dikumpulkan diolah menggunakan metode Structural Equation Modeling (SEM) dan software PLS-SEM. Hasil penelitian ini menunjukkan bahwa Brand Personality memiliki pengaruh positif terhadap Brand Love, Positive Word-of-Mouth, Resistance to Negative Information, dan Active Engagement dan pengaruh terbesar ada pada variabel Brand Love. Sedangkan hubungan antara Brand Personality dengan Loyalty, Willingness to Pay More, dan Self-Disclosure memiliki hubungan negatif. Brand Love juga memediasi secara positif hubungan antara Brand Personality dengan variabel-variabel dari Consumer Behavior (BL, PWOM, RNI, WP, SD, AE). Active Engagement juga berpengaruh positif bagi Loyalty. Saran manajerial dan penelitian selanjutnya dibahas dalam penelitian ini.

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This study aims to determine the effect of Brand Personality on Consumer Behavior (BL, PWOM, RNI, WP, SD, AE) with the role of Brand Love in the context of the K-Pop group, BTS. The sample studied is BTS fans or called ARMY, who are domiciled in Indonesia and are between 17-35 years old. The number of respondents who were collected in this study were 492 respondents. The data that has been collected is processed using the Structural Equation Modeling (SEM) method and PLS-SEM software. The results of this study indicate that Brand Personality has a positive influence on Brand Love, Positive Word-of-Mouth, Resistance to Negative Information, and Active Engagement and the biggest influence is on Brand Love. Meanwhile, the relationship between Brand Personality and Loyalty, Willingness to Pay More, and Self-Disclosure has a negative relationship. Brand Love also positively mediates the relationship between Brand Personality and the variables of Consumer Behavior (BL, PWOM, RNI, WP, SD, AE). Active Engagement also has a positive effect on Loyalty. Managerial implications and further research are discussed in this study."

"Dalam kondisi persaingan usaha yang semakin ketat di Indonesia, merek semakin terpilih sebagai faktor kunci dari seleksi pelanggan. Kesetiaan pelanggan dengan merek harus diperkuat oleh perusahaan. Konsep kepuasan dan loyalitas konsumen merupakan dua konsep yang saling berkaitan dan sangat penting bagi perusahaan. Berbagai macam strategi dilakukan oleh perusahaan untuk mewujudkan dua hal tersebut. Penelitian ini bertujuan untuk menganalisa pengaruh brand personality, brand experience, brand trust, brand love dan nostalgia terhadap consumer brand loyalty dengan menggunakan studi kasus minyak kayu putih Cap Lang dan Blue Band. Sampel penelitian ini adalah yang mengetahui minyak kayu putih Cap Lang dan Blue Band sejak masa kecil dan menggunakan produk minyak kayu putih Cap Lang sebagai obatan pribadinya dan Blue Band sebagai margarin yang digunakannya sampai saat ini. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil penelitian menunjukkan bahwa brand personality, brand experience dan brand trust memiliki pengaruh positif terhadap satisfaction. Kemudian, brand personality, brand experience, brand trust, brand love dan satisfaction memiliki pengaruh positif terhadap brand loyalty. Sedangkan, nostalgia tidak memiliki pengaruh positif terhadap brand loyalty.

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In the increasingly fierce business competition conditions in Indonesia, the brand is increasingly selected as a key factor of customer selection. Customer loyalty to the brand must be reinforced by the company. The concept of customer satisfaction and loyalty are two interrelated concepts and very important for the company. Various strategies are done by the company to realize these two things. This study aims to analyze the impact of brand personality, brand experience, brand trust, brand love and nostalgia on consumer brand loyalty by using the case study of eucalyptus oil Cap Lang and Blue Band. The samples of this study are those that know the eucalyptus oil Cap Lang and Blue Band since childhood and use the eucalyptus oil Cap Lang products as his personal medicines and Blue Band as the margarine he uses to date. Data is processed by using Structural Equation Modeling method. The results show that brand personality, brand experience and brand trust have a positive impact on satisfaction. Then, brand personality, brand experience, brand trust, brand love and satisfaction have a positive impact on brand loyalty. Meanwhile, nostalgia has no positive impact on brand loyalty."

"ABSTRAKDalam beberapa dekade terakhir, penelitian mengenai brand telah memperoleh perhatian banyak pihak. Hal-hal yang berkaitan dengan brand, seperti brand love dan brand engagement merupakan salah satu hal yang menarik untuk dipelajari lebih lanjut. Penelitian ini dilakukan untuk menganalisis pengaruh dari brand love, brand image dan brand personality terhadap brand engagement dengan ethnocentrism sebagai faktor moderasi dengan menggunakan studi kasus brand fashion lokal di Indonesia. Responden dalam penelitian ini adalah orang-orang yang pernah membeli brand fashion lokal spesifik pada pakaian atau clothing. Metode pengolahan data yang digunakan adalah Structural Equation Model SEM . Hasil penelitian ini menunjukkan bahwa excitement tidak memiliki pengaruh positif terhadap brand love, dan brand image tidak memiliki pengaruh positif terhadap WOM. Namun, dengan adanya moderasi ethnocentrism maka pengaruh excitement terhadap brand love dan brand image semakin besar. Brand love memiliki pengaruh positif terhadap WOM yang akhirnya menciptakan brand advocacy.

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ABSTRACTIn the last few decades, research on the brand has gained the attention of many parties. Matters related to the brand, such as brand love and brand engagement is one of the interesting things to be studied further. This study was conducted to analyze the effect of brand love, brand image and brand personality on brand engagement with ethnocentrism as a moderating factor by using case studies of local fashion brand in Indonesia. Respondents in this study were people who has ever buy a specific brand of local fashion on clothing. Data processing method used is Structural Equation Model SEM . The results of this study indicate that the excitement does not have a positive influence on brand love and brand image does not have a positive effect on WOM. However, the presence of ethnocentrism moderating the influence of excitement to the brand love and brand image even greater. Brand love to have a positive effect on WOM finally creating brand advocacy. "

"Tujuan dari makalah ini adalah untuk mengeksplorasi pengaruh brand engagement dan brand love terhadap overall brand equity dan repurchase intention konsumen milenial Indonesia pada pasar smartphone/ponsel pintar. Dalam penelitian ini, brand engagement konsumen diuji per dimensi (cognition, affection, dan activation), untuk membuktikan intensitas dimensi yang mempengaruhi hubungan konsumen-merek. Penelitian ini akan menggunakan studi kasus lima merek smartphone teratas di Indonesia, antara lain: Apple, Samsung, Oppo, Vivo, dan Xiaomi. Pengumpulan data dilakukan melalui survei daring terhadap 468 milenial. Data kemudian dilakukan uji reliabilitas dan validitas, sebelum diuji dengan analisis confirmatory factor analysis pada sem untuk uji kekuatan hubungan. Makalah ini menunjukkan bahwa brand engagement secara keseluruhan terbukti mempengaruhi brand love secara positif. Brand love, affection dan activation dari brand engagement juga terbukti mempengaruhi overall brand equity dan repurchase intention secara positif. Namun, cognition tidak terbukti secara langsung mempengaruhi overall brand equity dan repurchase intention secara positif. Studi lebih lanjut mungkin bertujuan untuk menyelidiki kategori lain dari produk dan layanan. Studi ini juga hanya berfokus pada satu segmen konsumen (segmen milenial), studi lebih lanjut mungkin mengevaluasi segmen konsumen yang berbeda atau membandingkannya dengan segmen lain. Studi ini menawarkan saran bagi manajer untuk meningkatkan overall brand equity mereka melalui peningkatan brand engagement dan brand love pada produk, mendorong hasil positif berupa repurchase intention. Makalah ini berkontribusi pada literatur hubungan konsumen-merek yang terus berkembang dengan mengeksplorasi peran brand engagement dan brand love di segmen konsumen milenial

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.The purpose of this paper is to explore the effects of brand engagement and brand love to overall brand equity and repurchase intention of Indonesian millennial consumers in the smartphone market. Consumer brand engagement is tested per dimension (cognition, affection, and activation), to prove the intensity of dimensions affecting the consumer-brand relationship. This paper will use the case study of five top smartphone brands in Indonesia, including: Apple, Samsung, Oppo, Vivo, and Xiaomi. The data collection ­was done via an online survey of 468 millennials. The data then went to a reliability and validity test, before tested with structural equation modelling confirmatory factor analysis for the strength of relationships test. The paper suggests that overall brand engagement is proven to influence brand love positively. Brand love, affection and activation of brand engagement are also proven to influence brand equity and repurchase intention positively. However, cognition isn’t proved to directly influence overall brand equity and repurchase intention positively. Further study might aim at investigating other categories of products and services. Other outcomes might be evaluated, as well as other moderating variables. This study also only focuses on one consumer segment (millennials), further study might evaluate different consumer segments or compare it with other segments. This study offers suggestions for managers to enhance their overall brand equity through raising the brand engagement and brand love of the products, encouraging positive outcomes as repurchase intention. This paper contributes to the ever-growing consumer-brand relationships literature by exploring the role of brand engagement and brand love in the millennials segment."

"Penelitian ini bertujuan untuk mengetahui pengaruh dari Social Networking Site (SNS) Brand Community Experience dan SNS Brand Community Commitment terhadap Brand Attitude dan Repurchase Intention dalam konteks BTS Twitter brand community. Sampel yang digunakan dalam penelitian ini merupakan anggota aktif dari komunitas brand BTS di Twitter yang berdomisili di Indonesia, berusia 18-29 tahun dan pernah membeli produk official merchandise BTS dalam kurun waktu 3 bulan terakhir. Kuesioner menggunakan platform Google Forms dan disebarkan secara online melalui Twitter. Terdapat sebanyak 419 responden yang berhasil dikumpulkan dalam penelitian ini. Selanjutnya, data yang dikumpulkan diolah dengan metode Partial Least Square - Structural Equation Modeling (SEM) dan menggunakan software SmartPLS. Hasil penelitian ini menunjukkan bahwa semua dimensi dari SNS Brand Community Experience yaitu Information Experience, Entertainment Experience, Homophily Experience dan Relationship-based Experience memiliki pengaruh positif terhadap SNS Brand Community Commitment dengan pengaruh paling besar dari variabel Entertainment Experience. SNS Brand Community Commitment juga ditemukan memiliki pengaruh positif terhadap Brand Attitude dan Repurchase Intention. SNS Brand Community Commitment juga memediasi secara positif hubungan antara SNS Brand Community Experience (IE, EE, HE, RE) dengan Brand Attitude dan Repurchase Intention. Selebihnya, Brand Attitude juga memiliki pengaruh positif terhadap Repurchase Intention dan juga memediasi antara variabel SNS Brand Community Commitment dan Repurchase Intention.

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This study aims to determine the effect of Social Networking Site (SNS) Brand Community Experience and SNS Brand Community Commitment on Brand Attitude and Repurchase Intention in the context of BTS Twitter brand community. The samples used in this study are active members of the BTS brand community on Twitter who resided in Indonesia, aged 18-29 years and have purchased BTS official merchandise products within the last 3 months. The questionnaire utilized Google Forms platform and was spread online through Twitter. There was a total data from 419 respondents who were successfully collected in this study. The data collected was processed using Partial Least Square - Structural Equation Modeling (SEM) method with the SmartPLS software. The results of this study indicate that all dimensions of the SNS Brand Community Experience, namely Information Experience, Entertainment Experience, Homophily Experience and Relationship-based Experience, have a positive influence on SNS Brand Community Commitment with the greatest influence coming from the Entertainment Experience variable. SNS Brand Community Commitment was also found to have a positive influence on Brand Attitude and Repurchase Intention. Moreover, SNS Brand Community Commitment also positively mediates the relationship between SNS Brand Community Experience (IE, EE, HE, RE) with Brand Attitude and Repurchase Intention. Lastly, Brand Attitude also has a positive influence on Repurchase Intention and also mediates between SNS Brand Community Commitment and Repurchase Intention variables."

"Penelitian ini membahas mengenai pengaruh Brand personality terhadap pembentukan trust, attachment, dan commitment pada salah satu produk minuman teh dalam kemasan, yaitu studi kasus konsumen Teh Botol Sosro. Dalam penelitian ini, pengolahan data dilakukan dengan menggunakan Structural Equation Modeling dengan program LISREL 8.5.Hasil penelitian ini menunjukkan bahwa Brand personality mempunyai pengaruh positif serta signifikan terhadap Trust, Attachment dan Commitment. Interpretasi, limitasi, dan implikasi manajerial akan didiskusikan lebih lanjut.

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This research investigates the impact of brand personality on trust, attachment, dan commitment on one of the instant drinking tea product. The case study used is Teh Botol Sosro. In this research, Structural Equation Modeling (SEM) with LISREL 8.5 program has been used to process the data.

The result shows that brand personality has a positive and significant effect on trust, attachment dan commitment. Interpretations, limitations, and managerial implications are discussed further. "

"Maybelline New York sebagai anak perusahaan milik L'oreal merupakan salah satu merek kosmetik kategori massa (mass cosmetic) di Indonesia. Saat ini Maybelline New York menghadapi tantangan dalam bersaing dengan berbagai merek kosmetik lainnya dimana setiap merek dari produk kosmetik memiliki personality yang berbeda.Penelitian ini bertujuan untuk mengetahui pengaruh brand personality terhadap minat beli konsumen pada merek kosmetik Maybelline New York serta melihat dimensi brand personality manakah yang paling berpengaruh terhadap minat beli merek kosmetik Maybelline New York.Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel purposif. Pada penelitian ini sampel yang diambil adalah sebanyak 100 responden.Hasil penelitian ini membuktikan bahwa brand personality memiliki pengaruh yang signifikan terhadap minat beli pada Maybelline New York dan dimensi sincerity dari brand personality memiliki pengaruh yang paling signifikan terhadap minat beli konsumen.

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Maybelline New York as a Sister Company of L`oreal is one of the mass cosmetic brand in Indonesia. Maybelline New York nowadays was facing a challenge in a competition with other cosmetic brands where each brand from cosmetic product had a specific personality.

The intention of this research was to find the influence of brand personality to the consumer`s willingness to purchase Maybelline New York and also to find which brand personality dimension had the most influence towards consumer`s purchase intention on Maybelline New York.

Quantitative method with purposive sampling technique was applied in this research using 100 respondent sample.

The result of this research proved that brand personality had a significant effect towards purchase intention and the sincerity dimension of brand personality had the most significant influence to the consumer`s willingness to purchase Maybelline New York cosmetic brand."

"Penelitian ini bertujuan untuk mengetahui bahwa social media marketing activities pada merek kosmetik lokal di Indonesia memiliki pengaruh terhadap brand equity. Sampel yang digunakan pada penelitian ini merupakan para pengguna media sosial yang berusia 18-34 tahun dan berdomisili di Indonesia. Terdapat sebanyak 200 responden terkumpul yang menggunakan metode purposive sampling dan diolah menggunakan Partial Least Square – Structural Equation Model (PLS-SEM). Hasil penelitian ini menunjukkan pengaruh dari social media marketing activities pada merek kosmetik lokal di Indonesia terhadap brand equity melalui brand love dan brand trust. Penelitian ini menunjukkan bahwa brand equity dipengaruhi langsung oleh social media marketing activites dan brand love. Kemudian, brand love juga memiliki efek mediasi terhadap hubungan antara social media marketing activities dan brand equity. Namun, brand trust tidak memiliki pengaruh terhadap brand equity baik secara langsung maupun tidak langsung.

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This study aims to determine the influence of social media marketing activities on the brand equity of Indonesian local beauty brands. The sample used in this study is social media users aged 18-34 years and domiciled in Indonesia. There were 200 respondents collected using purposive sampling method and processed using Partial Least Square – Structural Equation Model (PLS-SEM). The results of this study show the influence of social media marketing activities on the brand equity of Indonesian local beauty brands through brand love and brand trust. This research shows that brand equity is directly influenced by social media marketing activities and brand love. Then, brand love also has a mediating effect on the relationship between social media marketing activities and brand equity. However, brand trust has no influence on brand equity both directly and indirectly."

"Brand personality merupakan strategi yang dapat mendorong konsumen untuk melakukan word of mouth. Saat ini, word of mouth menjadi penting karena word of mouth merupakan salah satu alternatif lain bagi konsumen untuk mencari informasi tentang suatu produk dan lebih dipercaya oleh konsumen dibandingkan iklan konvesional. Selain itu dengan adanya brand loyalty konsumen akan lebih merasakan word of mouth dibandingkan tidak melalui brand loyalty. Tujuan utama dari penelitian ini adalah untuk mengetahui bagaimana pengaruh brand personality terhadap word of mouth melalui brand loyalty. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan purposive sampling dan snowball sampling. Pada penelitian ini sampel yang digunakan sebanyak 200 responden pengguna iPhone di Jakarta dan Depok. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan Structural Equation Modeling SEM . Hasil penelitian menunjukan bahwa brand personality memiliki pengaruh yang signifikan terhadap word of mouth melalui brand loyalty.

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Brand personality is strategy to encourage consumers to do word of mouth. Word of mouth is important because word of mouth is one of alternative for those seeking information about a product and more trusted by consumers than conventional advertising. In addition with brand loyalty customers would more feel word of mouth than not through brand loyalty. The objective of this study is to determine how the influence of brand personality on word of mouth through brand loyalty. This study uses a quantitative approach with purposive sampling and snowball sampling technique was applied in this research. This research use 200 respondents consumer iPhone in Jakarta and Depok. The instruement of this research is using questionnaires and it is analyzed by using Structural Equation Modeling SEM . The results of this research showed that brand personality had a significant effect on word of mouth through brand loyalty."

"Studi ini menguji brand loyalty terhadap brand kecantikan yang dimiliki oleh selebriti dan peran brand love. Brand yang dimiliki oleh selebriti telah populer karena konsumen mengaitkannya dengan selebriti favoritnya. Namun, masih sedikit yang diketahui tentang faktor-faktor yang mendukung brand loyalty dan mekanisme brand love. Untuk mengatasi kesenjangan penelitian ini, studi ini menggunakan metode deskriptif dan survei kuantitatif, dengan 279 responden, untuk mengidentifikasi faktor-faktor penentu brand loyalty terhadap brand kecantikan yang dimiliki oleh selebriti. Studi ini mengeksplorasi pengaruh dukungan selebriti dan kualitas yang dirasakan terhadap brand loyalty, serta memeriksa peran mediasi brand love. Temuan studi ini menunjukkan bahwa brand love berperan signifikan sebagai mediator antara dukungan selebriti, kualitas yang dirasakan, brand loyalty, dan e-word of mouth. Penelitian ini memiliki implikasi bagi dunia akademik dan industri kecantikan, memberikan wawasan bagi para sarjana dan pemasar untuk mengembangkan strategi pemasaran yang efektif dan memupuk brand loyalty jangka panjang melalui hubungan emosional dengan konsumen.

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This study examines brand loyalty towards celebrity-owned beauty brands and the role of brand love. Celebrity-owned brands have gained popularity as consumers associate them with their favorite celebrities. However, little is known about the factors supporting brand loyalty and the mechanism of brand love. To address this research gap, this study used a descriptive method and quantitative survey, gathering 279 valid respondents, to identify determinants of brand loyalty towards celebrity-owned beauty brands. It explores the impact of celebrity endorsement and perceived quality on brand loyalty, and examines the mediating role of brand love. The findings indicate that brand love acts as a significant mediator between celebrity endorsement, perceived quality, brand loyalty, and e-word of mouth. This research has implications for academia and the beauty industry, providing insights for scholars and marketers to develop effective marketing strategies and foster long-term brand loyalty through emotional connections with consumers."