Hasil Pencarian  ::  Simpan CSV :: Kembali

Abstrak :
ABSTRAK Tesis ini membahas tentang membangun suatu merek pada Usaha Mikro Kecil dan Menengah (UMKM) Vit Fresh yang sejalan dengan tujuan utamanya yakni produknya dapat memasuki jalur distribusi pasar ritel modern di Kem Chicks Jakarta. Produk yang berada dalam display ritel modern akan dikelompokkan berdasarkan jenis yang sama. Hal ini membuat peta pesaing semakin banyak. Oleh karena itu, diperlukan pengembangan brand identity sebagai identitas merek yang menjadi pembeda diantara pesaing lainnya. Brand identity digunakan sebagai salah satu bentuk komunikasi pemasaran yang dapat merangkum pesan yang disampaikan oleh perusahaan kepada segmen pasarnya. Melalui komunikasi pemasaran, perusahaan juga dapat membangun brand awareness di benak segmen pasarnya.

---

ABSTRACT This thesis discusses building a brand of Small to Medium Enterprise (SME) Vit Fresh with a main goal of their product entering the modern retail market distribution channels in Kem Chicks Jakarta. Display products that are in the modern retail will be grouped based on the same characteristics. This is to increase the number of competitors. Therefore, there is a need of developing a brand identity to create differences from the other competitors. Brand identity is used as a form of marketing communication that can encapsulate the message delivered by the company to the market segment. Through marketing communication, the company can also build brand awareness in the minds of its market segment.

Abstrak :
Tesis ini bertujuan untuk menguji dan menganalisis pengaruh antara masingmasing Brand Image dan Brand Identity terhadap Brand Trust, dan pengaruh antara Brand Image dan Brand Identity secara bersama-sama terhadap Brand Trust. Dengan berbagai konflik yang dihadapi oleh Partai Golkar, Brand Image dan Brand Identity Partai Politik mempengaruhi Brand Trust para voters. Metode penelitian yang digunakan dalam penelitian ini adalah deskriptif Kuantitatif. Hasil penelitian ini menunjukkan variabel Brand Image dan Brand Identity mempunyai pengaruh positif terhadap Brand Trust. Hasil analisa koefisien regresi berganda, Brand Image dan Brand Identity mempengaruhi Brand Trust. ......The thesis aims to examine and analyze the relevant effect between Brand Image and Brand Identity toward Brand Trust, and the effect between Brand Image and Brand Identity simultaneously toward Brand Trust. With various conflict facing golkar, brand image and brand identity political parties affect brand trust of the voters .The methodology used in research is descriptive quantitative. Result of this study shows variables of Brand Image and Brand Identity have positive effect toward Brand Trust. The analysis result of the multiple regression, Brand Image and Brand Identity affect Brand Trust.

Abstrak :
Tujuan utama skripsi ini adalah untuk mengetahui pengaruh Pengaruh Brand Identity, Brand Image, dan Internet Use terhadap Brand Preference pada Brand Online dan Brand Offline. Retail Brand online yang akan diteliti adalah Zalora, Helmedroom dan Asos, sedangkan retail brand offline ialah Centro Departmen Store, Disctarra, dan Metro Departmen Store. Penelitian ini menggunakan desain penelitian eksploratif dan deskriptif yang dilakukan satu kali dalam satu periode. Responden penelitian ini berjumlah 150 orang yang pernah belanja online dan offline. Model penelitian dengan enam hipotesis diuji menggunakan Structural Equation Modelling (SEM). Hasil dari penelitian ini menyimpulkan bahwa brand identity, brand image dan internet use mempengaruhi brand preference. Tetapi setelah di moderasi, brand type memoderasi brand identity terhadap brand image, namun brand type tidak memoderasi hubungan brand image dengan brand preference dan internet use dengan brand preference. ......The purpose of this study is to identify the impact and relation from brand identity to brand image, then brand image toward brand preference, and internet use toward brand preference, and there is brand type as moderator variable. This research uses exploratory and descriptive design research conducted in one time period (cross sectional design). Respondents of this study are 150 people who have been shopping by online and offline. The six-hypotheses research model in this study are tested with Structural Equation Modeling (SEM). The results finds that almost all variables have a significant and positive relationship before we put moderator variable. After we put moderator variable, we find that brand type moderating brand identity toward brand image, but brand type not moderating brand image toward brand preference, and also internet use toward brand preference.

Abstrak :
Penelitian ini dilatarbelakangi oleh keberanian PT. XL Axiata, Tbk yang menggunakan jasa Ariel (Grup Band NOAH) sebagai endorser untuk memasarkan produk. Dengan status sebagai mantan terpidana, apakah Ariel mampu menumbuhkan citra merek produk tersebut karena citra merek yang kuat dapat mengembangkan citra perusahaan dengan membawa nama perusahaan. Penelitian ini bertujuan untuk mengetahui apakah dimensi trustworthness, expertise, attractiveness, respect dan similarity dari variabel celebrity endorser berpengaruh terhadap brand image. Alat analisis dalam penelitian ini adalah analisis regresi linear sederhana, di mana terdapat variabel terikat yaitu brand image dan variabel bebas yaitu celebrity endorser dengan periode pengambilan data bulan Oktober tahun 2013, dengan jumlah pengambilan sampel sebanyak 100 responden. Melalui analisis regresi linear sederhana maka didapatkan bahwa hanya dimensi trustworthness berpengaruh terhadap brand image. Implikasi dari penelitian ini adalah dalam menentukan brand image produk, harus memperhatikan dimensi trustworthness, expertise, attractiveness, respect dan similarity karena berdasarkan hasil penelitian hanya dimensi trustworthness yang dapat mempengaruhi brand image. ......This research is motivated by the courage PT. XL Axiata Tbk who use the services of Ariel ( NOAH Band ) as an endorser to market its products. With status as a former convict, if Ariel was able to grow the product's brand image as a strong brand image can develop corporate image with the name of the company. This study aims to determine whether the dimensions trustworthness, expertise, attractiveness, respect and similarity of celebrity endorser variables affect the brand image. Analytical tool in this study is a simple linear regression analysis, where there are the dependent variable is the brand image and the independent variable is the celebrity endorser with the data collection period in October of 2013 , the number of sampling 100 respondents. Through a simple linear regression analysis it was found that only affects the dimensions trustworthness brand image. The implication of this study is to determine the brand image of the product, should pay attention to the dimensions trustworthness, expertise, attractiveness, respect and similarity as based on the results of research only trustworthness dimensions that can affect brand image.

Abstrak :
ABSTRAK
Identitas suatu perusahaan memegang peranan penting dalam sebuah perusahaan. Hal inilah yang dapat memperkuat persaingan bisnis diantara perusahaan-perusahaan lain. Persepsi yang ada di konsumen terbentuk berdasarkan beberapa faktor terkait seperti publisitas yang dilakukan oleh suatu perusahaan yang kemudian akan membentuk image diferensiasi bagi suatu brand dalam kasus ini IKEA dengan competitor brand lainnya yang berbasis sama. IKEA sebagai salah satu perusahaan ritel yang menjual perabot rumah tangga menjadi objek penelitian yang diteliti, Penelitian ini menggunakan metode penelitian kualitatif. Dengan penggunaan konsep teori seperti brand, corporate brand, brand identity, image diferensiasi dan persepsi digunakan dalam penelitian ini. Selain itu juga penelitian ini meliputi publisitas yang dilakukan oleh IKEA serta media yang digunakan. Hasil yang didapat dari penelitian ini adalah bahwa IKEA sebagai brand yang sudah dikenal sesuai dengan target dan segmentasi pengunjungnya, sudah mempunyai identitas sendiri yang dalam hal ini diwakilkan oleh Logo dan kosnep toko display yang mempunyai karakter sendiri. Sebagai saran, IKEA perlu terus melakukan pendekatan terhadap konsumen dan melakukan promosi brand secara terus-menerus dan konsisten sehingga dapat bersaing dengan brand kompetitor.

---

ABSTRACT
Corporate Brand identity holds important role in a company. This is to strengthen the business competition between other companies, in this case retailers selling household goods. Consumer perception built based on several factor such as corporate publicity that will build image differentiation for a brand in this case IKEA with other brands of competitors. IKEA, as one of the players in selling household goods is the object in this project. Where this project is aimed to see and understand what is a corporate brand, brand identity and consumer perception. The theory of brand, corporate brand, brand identity and image differentiation perception are used in this project. Furthermore, this project also include publicity that IKEA have done and the media used. The findings are IKEA is a well known brand according to its readers target segmentation, which gather from interviews with IKEA consumers in Indonesia, especially Jakarta. As a practical input, continuous consistent brand promotion is needed for IKEA to compete with the competitors. The results obtained from this study is that IKEA as a brand already known in accordance with the target and segmentation of visitors, while for consumer brand identity viewed IKEA already has its own identity to differentiate its brand with other brands in this case is in the home furnishings retail business . As a suggestion, researchers feel IKEA customers continue to pursue and promote brand continuously and consistently so that it can compete with brand competitors

Abstrak :
Pulang Pisau is a 12 years old division regency in Central Kalimantan Province. Themagnitude opportunities of tourism sector require the local government and various relevant stakeholders to developed their regional identity through brand identity. Dayak Ngaju, the biggest and dominant indigenous group in Pulang Pisau Regency, has the stand out cultural aspects and be able to represent the regency. The representation is filtered and merged into a visual form. The landscape aspect of Pulang Pisau Regency, like Kahayan and Sebangau rivers, also plays a main role in contributing the distinctive character. This paper is an attempt to build a brand identity of Pulang Pisau Regency through a simple study of the cultural identity of their local community. The result is an ornament named Tingang Haguet.