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"Penelitian ini bertujuan untuk mengetahui keterlibatan dan terbentuknya budaya partisipatif dalam komunitas fashion pada produk brand Aesthetic Pleasure. Dalam konteks ini, berkaitan dengan konsep budaya partisipatif yang diartikan sebagai adanya hubungan partisipasi, hubungan sosial, jaringan sosial, komunikasi dan interaksi sosial yang terjalin antara satu individu dengan individu lainnya. Studi sebelumnya menjelaskan bahwa terdapat dukungan yang kuat antara satu individu dengan individu lainnya dalam menciptakan produk dan menyebarluaskan informasi dalam jangkauan yang luas. Argumentasi pada penelitian ini berfokus pada adanya hubungan partisipasi dan hubungan jaringan sosial yang membentuk ruang ekspresi bagi para produsen dan konsumen produk brand Aesthetic Pleasure dalam menciptakan suatu produk, mendefinisikan ulang produk, dan mendistribusikan konten produk yang dibantu oleh platform e-commerce dan media sosial lainnya. Metode yang digunakan dalam penelitian ini adalah metode penelitian kualitatif deskriptif yang bersumber dari data sekunder dan diperkuat dari hasil wawancara.

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This study aims to determine the involvement and formation of a participatory culture in the fashion community in Aesthetic Pleasure brand products. In this context, it relates to the concept of participatory culture which is defined as a relationship of participation, social relations, social networks, communication and social interactions that exist between one individual and another. Previous studies have explained that there is strong support between one individual and another in creating products and disseminating information in a wide range. The argument in this study focuses on the participation relationship and social network relationships that form a space of expression for producers and consumers of Aesthetic Pleasure brand products in creating a product, redefining products, and distributing product content assisted by e-commerce platforms and other social media. . The method used in this study is a descriptive qualitative research method that is sourced from secondary data and strengthened from the results of interviews."

"Call it the digital generation. The iPhone-toting, Facebookhopping, Twitter-tapping, I-want-what-I-want, how-I-wantit generation. By whatever name, marketers are discovering that connecting with today's elusive, ad-resistant consumer means saying goodbye to 'new media', and hello 'now media'. Featuring exclusive insights and inspiration from today's top marketers as well as lessons from some of the world's most successful digital marketing initiatives, this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention! before the audience hits the snooze button."

"Posisi perusahaan startup lebih tidak menguntungkan dibandingkan perusahaan yang sudah mapan. Namun, kekurangan tersebut dapat dimanfaatkan sebagai teknik pemasaran yang efektif dengan mengintegrasikan cerita mengenai tantangan dan semangat pendiri untuk menghadapinya dalam biografi merek underdog brand biography . Eksperimen ini untuk mengetahui peran mediasi consumer-brand identification CBI terhadap pengaruh underdog brand biography UBB pada brand community engagement intention BCEI . Data dari kuesioner online dengan partisipan 240 warga Jabodetabek berusia 18-35 tahun yang dibagi menjadi dua kelompok. Partisipan diberikan dua manipulasi, yaitu skenario underdog dan topdog, kemudian diminta mengisi consumer-brand identification scale dan brand community engagement intention. Hipotesis diuji dengan teknik analisis regresi PROCESS dari Hayes. Hasil menunjukkan bahwa UBB berpengaruh terhadap CBI secara signifikan ? = 0,92, p < 0.01 , CBI berpengaruh terhadap BCEI secara signifikan ? = 1,97, p < 0.01 , dan CBI memediasi pengaruh UBB terhadap BCEI secara signifikan ? = -1,82 . Hasil ini menunjukkan bahwa UBB mempengaruhi BCEI konsumen melalui CBI. Implikasinya, perusahaan startup dapat meningkatkan performanya di pasar dengan menonjolkan status underdognya melalui UBB.

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Startup company's position is more unfavorable than well established companies. However, this shortcoming can be utilized as an effective marketing technique by integrating the story of challenges and founders'passion to tackle it in brand biography underdog brand biography . This experiment aims to determine the mediating role of consumer brand identification CBI in the effects of underdog brand biography UBB on brand community engagement intention BCEI . Data from online questionnaire consisted of 240 Jabodetabek residents aged 18 35 years old are divided between two groups. Participants were given two manipulations, underdog scenario and topdog scenario, then were asked to fill consumer brand identification scale and brand community engagement intention scale. Hypotheses were tested using PROCESS regression analysis technique from Hayes. The analysis results showed that UBB has significant effect on CBI 0,92, p 0,01 , CBI has significanty effect on BCEI 1,97, p 0,01 , and CBI significantly mediates the effect of UBB on BCEI 1,82 . This result shows that UBB influence consumer's BCEI through CBI. The implication, startup companies can improve their performance in the market by highlighting their underdog status through UBB."

"Restoran menjadi salah satu sektor bisnis yang sangat terdampak oleh Pandemi COVID-19. Restoran all you can eat termasuk jenis restoran yang mengalami penurunan jumlah pengunjung yang drastis akibat pandemi. Dibutuhkannya strategi bisnis yang disesuaikan pada perilaku konsumen selama pandemi. Penelitian ini bertujuan untuk menguji pengaruh perceived safety & brand trust, fair price, perceived risk, government trust, dan solidarity with restaurant sector terhadap intention to visit restoran all you can eat. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan melakukan survei melalui penyebaran kuesioner terhadap 150 responden secara online untuk mengumpulkan data. Data diolah menggunakan SPSS versi 26.0. Hasil penelitian menunjukan perceived safety & brand trust, fair price, government trust, dan solidarity with restaurant sector secara parsial berpengaruh positif terhadap intention to visit restaurant. Selanjutnya perceived risk berpengaruh negatif terhadap intention to visit restaurant. Perceived safety & brand trust, fair price, perceived risk, government trust, dan solidarity with restaurant sector berpengaruh signifikan secara simultan terhadap intention to visit restaurant. Faktor-faktor tersebut selanjutnya harus diperhatikan oleh restoran all you can eat dalam menarik minat konsumen untuk berkunjung.

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Restaurant is one of the most business sector that affected by COVID-19 pandemic. All You Can Eat is one of restaurant type that has a drastic decrease in the number of visitors due to the pandemic. Therefore, an adapted strategy is needed based on consumer’s behaviour during the pandemic. This study aims to examine the effect of perceived safety and brand trust, fair price, perceived risk, government trust, and solidarity with restaurant sector toward consumer’s intention to visit all you can eat restaurant. This study uses a quantitative approach by conducting online survey through distributing questionnaires in order to collect the data from 150 respondents. The data was processed using SPSS software version 26.0. The results showed that perceived safety and brand trust, fair price, government trust, and solidarity with restaurant sector partially had a positive effect toward consumer’s intention to visit all you can eat restaurant. Furthermore, perceived risk had a negative effect toward consumer’s intention to visit all you can eat restaurant. Perceived safety and brand trust, fair price, perceived risk, government trust, and solidarity with restaurant sector had a significant simultaneous effect toward consumer’s intention to visit all you can eat restaurant. These factors must be considered by all you can eat restaurant for attracting consumers to visit."

"ABSTRAKMeski tergolong sebagai market leader dan menjadi top of mind untuk kategori produk diet, WRP masih mengalami kegagalan dalam mempertahankan loyalitas pasarnya. Kurangnya pengetahuan konsumen akan rutinitas penggunaan produk berujung pada penggunaan produk dalam jangka waktu singkat, menyebabkan konsumen mengalami kegagalan diet dan berpindah untuk mencoba program lain. Hadirnya ragam produk maupun program diet baru menjadi tantangan bagi WRP untuk dapat mempertahankan loyalitas pasarnya. WRP memiliki tujuan untuk mengubah para trialist menjadi loyalist. Program ini akan menghadirkan konten yang berkaitan dengan penurunan berat badan yang mudah dan praktis, selama periode enam bulan kampanye dengan total biaya dari program ini adalah sebesar Rp 1,092,388,000.

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ABSTRACTAlthough considered as the market leader and being on top of target rsquo s mind for product diet category in Indonesia, WRP remained facing failure in maintaining the loyalty of their consumer. Lack of product knowledge media digital cause the tendency of their target discontinue consuming WRP. With the industry where chances open wide for everybody including the old and new players, WRP face another problem and possibly losing their loyal consumer. Therefore, WRP has an objective to convert from trialist consumer to loyalist consumer, by producing a simple and practical content about diet, within a six months campaign period with a total budget of Rp 1,092,388,000. "

"Seiring perkembangannya, industri film di Indonesia mulai menunjukkan potensi dan kualitasnya. Antusiasme para penonton juga menyemarakkan proses pertumbuhan industri ini. Meskipun banyak film dikembangkan oleh pembuat film sebagai brand melalui kombinasi formula berbagai elemen brand yang menarik menurut konsumen, sebagian besar film hanya dikonsumsi sebagai film oleh penontonnya, dan gagal diidentifikasi atau dilibatkan oleh konsumen sebagai suatu brand. Identifikasi brand film mengacu pada kondisi dimana konsumen menganggap film sebagai brand. Kondisi ini ditandai dengan pengakuan konsumen terhadap makna simbolis brand serta kemampuan brand untuk mengekspresikan dan meningkatkan identitas konsumen. Oleh karena itu, penelitian ini akan menganalisis lebih lanjut salah satu film Indonesia berjudul “Filosofi Kopi” yang berhasil hadir secara nyata sebagai brand dalam wujud kedai kopi di daerah Melawai, Jakarta. Dengan kajian literatur dari penelitian sebelumnya, hasil penelitian ini menemukan bahwa consumer engagement memainkan peranan krusial dalam proses pembangunan film branding pada sebuah brand film.

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With the development of the Indonesian film industry, it began to show its potential and quality. The enthusiasm of the audience also brightened the process of this industry's growth. Although many films are developed by filmmakers as brands through the combination of various brand elements that appeal to consumers, most films are only consumed as films by their audiences, and fail to be identified or engaged by consumers as a brand. Film brand identification refers to the condition in which consumers perceive film as a brand. This condition is characterized by consumer recognition of the brand's symbolic meaning and the brand's ability to express and enhance consumer identity. Therefore, this study will further analyze one of the Indonesian films entitled “Filosofi Kopi” which was successfully identified as a brand in the form of a coffee shop in the Melawai area, Jakarta. By reviewing the literature from previous studies, the results of this study found that consumer engagement plays an important role in the process of developing film branding on a film brand."

"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."

"Perdagangan online atau e-commerce menjadi semakin penting dalam bisnis, tetapi masih ada keraguan konsumen untuk membeli menjadi penghalang dalam berkembangnya e-commerce. Penelitian ini membahas faktor-faktor yang mempengaruhi minat beli pelanggan pada tiga perusahaan e-commerce berjenis consumer-to-consumer di Indonesia. Pendapat 5 ahli digunakan untuk menentukan indikator setiap variabel dan metode SEM Structural Equation Modelling digunakan untuk menganalisis data empiris dari 400 responden untuk masing-masing perusahaan. Kepercayaan dan risiko ditemukan sebagai faktor yang berpengaruh signifikan pada minat beli pelanggan di perusahaan TK. Sedangkan, pada dua perusahaan lain, kegunaan yang dirasakan merupakan faktor yang signifikan di perusahaan BL dan faktor manfaat secara signifikan berpengaruh terhadap minat beli pelanggan di perusahaan EV.Kata Kunci:E-commerce, Consumer-to-Consumer, Minat Beli, Structural Equation Modelling SEM.

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Electronic commerce is becoming increasingly important for business, but consumer rsquo s hesistation to purchase has become a main barrier to the development of e commerce. This study explores factors that influence consumer rsquo s purchase intention at three consumer to consumer C2C e commerce in Indonesia. 5 Expert opinions are used to determine the indicators of each variable and the Structural Equation Modelling SEM method is used to analyze the empirical data of 400 respondents from each company. Trust and risk are found to be significantly effect purchase intention in TK. Meanwhile, the other two companies, perceived usefulness proved to be significant in BL and benefit is significantly effect consumer purchase intention in EV."

"Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari iklan tradisional dan komunikasi di media sosial (firm created & user generated content) terhadap consumer based brand equity; functional brand image, hedonic brand image, dan brand awareness. Penelitian ini juga menguji pengaruh dari functional brand image, hedonic brand image dan brand awareness terhadap purchase intention melalui brand attitude.Objek dari penelitian ini adalah tiga top brand di industri kosmetik FMCG di Indonesia yaitu Maybelline, Revlon, dan Wardah. 204 sampel di ambil untuk penelitian ini, sampel penelitian adalah wanita dengan usia diatas 18 tahun keatas, pernah melihat merek kosmetik di media sosial dan media tradisional, dan pernah membeli produk kosmetik dalam kurun waktu satu tahun terakhir.Temuan dalam penelitian ini menunjukkan bahwa firm created social media communication berpengaruh secara signifikan terhadap brand awareness, functional brand image dan hedonic brand image, sementara itu user generated social media communication hanya berpengaruh secara signifikan terhadap functional brand image dan hedonic brand image. Temuan penelitian ini juga menunjukkan bahwa media traditional tidak berpengaruh terhadap consumer based brand equity. Data dari penelitian ini di analisa mengunakan Structural Equation Modelling dengan menggunakan program Lisrel.

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The purpose of this study is to examine the impacts of traditional advertising and social media communication (firm created & user generated content) on consumer based brand equity; functional brand image, hedonic brand image and brand awareness. Moreover, this study also examines the effect of functional brand image, hedonic brand image, brand awareness to purchase intention mediated by brand attitude.

The research object are the top three players in FMCG cosmetics industry in Indonesia which are Maybelline, Revlon, or Wardah. 204 samples are taken for this research, the sample are women aged 18 years old and above that have seen the brand on social media and traditional media and have purchased cosmetics product within one-year period.

The finding from this research shows that firm created social media has significant influence brand awareness, functional brand image, and hedonic brand image, while user generated social media communication only significantly influence functional brand image and hedonic brand image. Furthermore, it is also found that traditional advertising does not have significant influence on consumer based brand equity. This research is used Structural Equation Modelling (SEM) operated by Lisrel program."