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"Kopi adalah salah satu komoditas ekspor utama Indonesia, dan memiliki banyak varietas di setiap wilayah. Salah satu kopi spesial Indonesia yaitu kopi luwak. Tujuan dari penelitian ini adalah untuk meningkatkan kesadaran Usaha Mikro Kecil Menengah Indonesia: Kopi Luwak Cikole. Asal-usul luwak berasal dari Indonesia, kopi yang diproduksi oleh luwak sendiri menjadi salah satu warisan kami yang perlu dilindungi. Penelitian ini juga bermaksud untuk meningkatkan kesadaran wirausaha sosial (sociopreneur) terhadap masyarakat, yang berkontribusi terhadap sosial dan melestarikan kode kesejahteraan hewan adalah inti dari bisnis ini. Penelitian ini menggunakan metode wawancara mendalam, observasi dan kuesioner kepada pemilik, karyawan dan pelanggan Kopi Luwak Cikole untuk menyediakan data yang dibutuhkan. Untuk meningkatkan kesadaran merek dan sociopreneur, rekomendasinya adalah untuk mengembangkan program pariwisata pendidikan dan menggunakan media sosial untuk mempromosikannya, yang terbukti efektif di era digital ini.

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Coffee is one of the main export commodities of Indonesia, and it has a lot of varieties in every region. One of Indonesia specialty coffee which is coffee luwak. The purpose of this research is to enhance the awareness of the Indonesia’s Micro Small Medium Enterprises: Kopi Luwak Cikole brand. The origins of luwak is from Indonesia, the coffee that produced by luwak itself are becoming one of our heritage which needs to be protected. This research also intends to improving social entrepreneur (sociopreneur) awareness towards society, which is contributing to social and preserving the animal welfare codes are the core of this business. This research using in-depth interview, observations and questionnaires method to the owner, employees and the customers of Kopi Luwak Cikole to provide the data that are needed. To increase the awareness of the brand and the sociopreneur, the recommendation is to develop the education tourism program and using social media for promoting it, which is proven to be effective in this digital era."

"Dengan citra yang positif yang dimiliki oleh suatu merek lebih memungkinkan konsumen untuk memilih merek tersebut dalam melakukan pembelian. Citra merek yang positif merupakan salah satu faktor dalam pembentukan loyalitas merek. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh citra merek terhadap loyalitas merek Scotch-Brite?. Penelitian ini adalah penelitian kuantitatif dengan desain eksplanatif. Penelitian ini menggunakan metode regresi sederhana. Hasil dari penelitian ini menunjukkan bahwa Scotch-Brite? memiliki citra merek yang baik; loyalitas merek Scotch-Brite? adalah baik; dan citra merek Scotch-Brite? memiliki hubungan yang positif terhadap loyalitas mereknya dan memiliki pengaruh yang kuat.

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With a positive image that is owned by a brand allows more consumers to choose the brand in the purchase. Positive brand image is one of the factors in the formation of brand loyalty. This study aims to determine the influence of brand image on brand loyalty of Scotch-Brite? scourer.

This research is a quantitative research with explanative design. This study uses simple regression. The results of this study indicate that the Scotch-Brite? has a good brand image and a good brand loyalty; and brand image of Scotch - Brite ? has a positive and strong influence on brand loyalty."

"These research empirically examined the effect of brand image, product knowledge, and product involvement on repurchase intention from the owner of Bajaj, Honda, Kanzen and Kymc. Therefore these study was conducted to observe the influence of brand image, product knowledge, product involvement on the decided of repurchasing motorcycle and also to observe the differences between Bajaj, Honda, Kanzen and Kymco. The research method the researcher used was the descriptive method with the objective was to try to find an understanding about the effect of positive word of mouth received on buyers purchase intention. The data was collected by surveying 120 respondent whohave motorcycle like Bajaj, Honda, Kanzen and Kymco. Data were obtained and conducted by an analysis by using regression analysis.The findings of this study contribute to the previous research on the effect of brand image, produk knowledge and product involvement on repurchase intention and provide further insight into understanding consumer behavior. Results demonstrated that brand image, produk knowledge and product involvement give an affect to consumers perceptions and their desires to repurchase. And in the result was obtained the difference between Bajaj, Honda, Kanzen and Kymco."

"In technology market, a brand name represents functional value, pleasure value, and symbolic values as a reflection of buyer's self-image; prices measure its monetary value; country-of-origin image address the producer's competences. The whole of those makes a product easier to 'read'. To explore the effect of brand credibility and country-of-origin image on consumer price sensitivity, four brands of notebook 'Toshiba, Acer, MacBook Apple, and Zyrex- were compared. The research used survey method. The subjects were students of 10 faculties in University of Indonesia Depok. The research also required the subjects to have the original products of particular brand 'not second-hand products and/or not black-markets goods- to make sure the validity of answers about the brands.Data from survey research conducted were analyzed by using multipleregression method and One-Way Anova method. Before conducted the analysis, it measured the reliability and validity to indicate each variable constructs. And then model structure was tested by multiple-regression method. The examination showed relationship among some the indicators in a variable. Examination to determine individual relation strength and also various tested hypothesis. To measure the difference among the brands, the research also conducted One-Way Anova test to know the variance analysis in the population area. Bonferroni test also used to find out which brand(s) differ from another.The research indicated the following results: (1) there was impact from brand credibility on consumer price sensitivity in positive-linier directions, which expertise dimension was the most dominant factor of this. It showed that high brand credibility increase consumer price sensitivity. This might happened because of Indonesian consumers mostly are price-seeker and tend to be valueoriented consumers, (2) There was positive influence significant between country-of-origin image and consumer price sensitivity, (3) There were differences among consumers of four brands 'Toshiba, Acer, MacBook Apple, and Zyrex- for its brand credibility, (4) MacBook Apple obtained the highest brand credibility among others considering trustworthiness and expertise dimensions, (5) There were differences of country-of-origin among each brands, (6) There were differences of consumer price sensitivity among each brands.The implications of this research were: (1) considering the unique characteristic of Indonesia's consumers, value-oriented consumers, it was suggested that companies started to apply the value-pricing strategy to gain bigger market share and to emphasize sales, (2) brand-naming strategy also can help to increase sales by mentioning the home-country or put the 'made-in' label on products. For Indonesian's products, in the purpose to survive or even win the competition in the industry, companies may considered to give a foreign brand-name to attract consumer's attention and achieve a better product-image."

"Impulse buying merupakan fenomena yang sangat menarik bagi retailer mauput marketer karena merupakan market share yang terbesar dan menduduki posisi yang sangat penting serta dapat meningkatkan penjualan. Tujuan penelitian ini untuk menganalisis apakah Country of Origin (COO), brand image dan ethnocentrisme berpengaruh secara signifikan terhadap impulse buying produk fashion lokal mahasiswa di Semarang. Analisis data yang digunakan yaitu analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa hanya variabel COO yang tidak berpengaruh secara signifikan terhadap impulse buying mahasiswa produk fashion lokal mahasiswa di Semarang. Perlu strategi penguatan brand image dan promosi yang mengedepankan kecintaan produk dalam negeri. Promosi produk di tingkat lokal kota Semarang perlu ditingkatkan dengan memperhatikan penekanan nilai- nilai keunggulan dan kearifan lokal"

"Sebagai sebuah merek yang sudah cukup tua di Indonesia, KFC tetap mempertahankan eksistensinya sebagai pemimpin pasar dalam bisnis makanan cepat saji. Dengan tagline yang berbunyi "Jagonya Ayam" KFC mampu memberi bukti bahwa itu bukan hanya sebuah omong kosong. Lewat kegiatan Public Relations yang dilakukan secara menyeluruh, dimana customer satisfaction merupakan bagian terpenting dalam kegiatan tersebut membuat image KFC sebagai ayam goreng paling lezat tetap terjaga.Oleh karena itu, peneliti tertarik untuk meneliti seperti apa brand image yang dimiliki KFC ditengah ketatnya persaingan antara merek-merek asing yang banyak bermunculan pada saat ini dan sejauh mana pengaruhnya terhadap ekuitas mereknya. Tujuan penelitian ini adalah untuk mengetahui pengaruh brand image KFC terhadap ekuitas merek KFC di Jakarta. Penilaian terhadap ekuitas merek itu sendiri dilakukan dengan mengukur empat dimensi di dalamnya yaitu: brand awareness, brand association, perceived quality, dan brand loyalty.Pendekatan penelitian yang digunakan adalah kuantitatif. Metode penelitian yang digunakan adalah survei dengan menyebarkan kuesioner. Pengambilan sampel dilakukan secara non probabilita dimana tidak semua konsumen mempunyai kesempatan yang sama untuk dijadikan responden Untuk menguji reliablitas digunakan teknik alpha cronbach`s. Hasil yang didapat bahwa dimensi-dimensi penelitian ini cukup reliabel karena tidak ada dimensi yang tidak lolos dalam uji ini. Untuk menguji validitas digunakan metode factor analysis. Dengan melihat nilai KMO didapat hasil bahwa semua dimensi penelitian cukup valid.Langkah selanjutnya untuk melihat pengaruh brand image terhadap ekuitas merek serta dimensi mana dari brand image yang paling berpengaruh terhadap variabel dependen (brand equity) maka digunakanlah multiple regression. Berdasarkan hasil uji regresi terlihat bahwa terdapat pengaruh yang cukup kuat antara variabel brand image dengan variabel brand equity dan dimensi yang berpengaruh signifikan terhadap brand equity adalah afektif.Hipotesis penelitian yang disusun sebelumnya ternyata tidak semuanya dapat diterima. Dari hasil yang didapat ternyata dimensi kognitif tidak berpengaruh terhadap ekuitas merek Sehingga hipotesa yang menyatakan semakin tinggi kognitif semakin tinggi ekuitas merek tidak terbukti.Penelitian ini menyimpulkan bahwa KFC sudah memiliki brand image yang positif di mata khalayaknya. Dimensi yang paling dominan dalam membentuk brand image KFC adalah afektif. Dimensi ini juga yang mempunyai pengaruh kuat terhadap pembentukan ekuitas merek KFC.

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KFC as an old franchise brand in Indonesia still keeping it existency as the market leader in fastfood industry. With "Jagonya Ayam" as the tagline, KFC has given the proof that it`s not just a bullshit. Through Public Relations activities that has been done thoroughly, where customer satisfaction is the main part in the activities has made the image of KFC as the most delicious fried chicken restaurant stand still.Therefore, writer interested to find out what kind of brand image that KFC has in the middle of tight competition between franchise brand that rapidly shows recently. Whereas western culture is truly dominating at this moment. Youngsters especially are the category who closely related with this westernization thing.Which that makes them as the biggest market who consume all those western thing, including foods ofcourse. Where all those western thing are most appreciated by them. The purpose of this research is to find out the effect of brand image into brand equity building. For the brand equity measurement is done by measuring four dimension. Those are brand awareness, brand association, perceived quality, and brand loyalty.This research is using quantitative approach by distributing questionnaire to KFC consumer in Jakarta. Samples are taken with non probability system where not all consumer has the same chance to be respondent. Reliability test is using alpha cronbach`s technique.The results shows that all dimension in this research are relieable enough where all dimension pass the te test. Validity is tested by using factor analysist method. KMO shows all the dimension are valid. The next test to see the effect of brand image to brand equity and to see which dimension has the most powerful effect to dependent variable, is using multiple regression. Regression test gives result that there is quite powerful effect between brand image variable with brand equity variable. The dimension that effect strongly to brand equity is affective. Not all previous hypothetical that has been put in order is correct. The result states that cognitive dimension is not effecting into brand equity. Therofere the hypothetical that states the higher cognitive, the higher brand equity is not proved.This research concludes that KFC already has positive brand image in it target market. Among all the numerous fastfood franchise brand, KFC still stands out. Affective is the most dominant dimension relates with building Brand Image into Brand Equity."

"Mobile Phones Industry has increased and more competitive nowadays. It could be seen from the variety of mobile phones product segmentation. So that, many of company created an innovative product mobile phones with the multifunction and usage from brand they offered. This challenge was answered by Nokia which became the producer of mobile phones branded.The purpose from this research was to find out what the consumer perception about the brand association based on the brand function of Nokia and the effect to their responses. In this study, used four variables that build Brand Function such as Guarantee Function, Personal Identification, Social Identification and Status was measured the positive influence on consumer responses to accept brand extentions, to recommend the brand and to pay the premium price.This research was conductded during December 2007. To support this research, 130 questions were distributed, consisted of 26 questions that related to all indicators as mentioned above. This research used the combination of puposive sampling and accidental convenience sampling. Factor analysis and multiple linear regression were used to analize the data.This research found that dimensions that build brand extentions which had a significant influence to the consumer response to accecpt brand extentions were Guarantee Function and Social Identification had a significant influence; Personal Identification and Status have not a significant influence. The dimensions that build brand functions which had a significant influence to the consumer response to recommend the brand were Guarantee Function, Personal Identification and Social Identification function. And the last the dimensions that build brandfunction which had a positive influence to the consumer response to pay premium price were Guarantee Function, Personal Identification Function and Status had a significant influence; Social Identification had not a significant influence."