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"Penelitian ini bertujuan untuk menganalisis loyalitas konsumen dengan mengintegrasikan pengaruh identitas merek baik secara langsung ataupun secara tidak langsung dengan framework tradisional loyalitas merek dengan variabel yang menjadi mediasi yaitu perceived value, kepercayaan konsumen dan brand trust pada industri perawatan wajah pria. Penelitian ini menemukan bahwa identitas merek memberikan peran penting terhadap loyalitas merek dengan memberikan pengaruh positif. Penelitian ini juga mengkonfirmasi keberadaan pengaruh identitas merek secara langsung dan tidak langsung yang signifikan terhadap loyalitas merek. Penelitian ini menggunakan model yang telah dikembangkan oleh He, Li & Harris (2011).

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This paper aims to analyze the consumer's brand loyalty by integrating the brand identity effect both direct and indirect into the brand loyalty traditional framework along with the effects that mediates it such as perceived value, consumer satisfaction and brand trust in male grooming industry. The study found that brand identity provides a significant role towards brand loyalty by providing a positive influence. The study also confirmed the existence of the brand identity significant direct and indirect influences against brand loyalty. The paper use a model that had been developed by He, Li & Harris (2011)."

"Penelitian ini bertujuan untuk mengidentifikasi peranan brand hearsay dan brand evidence terhadap satisfaction dan brand attitude dalam membentuk brand loyalty. Studi kasus yang dijadikan objek dalam penelitian ini adalah pengguna jasa penerbangan maskapai AirAsia. Hipotesis pada model penelitian diuji menggunakan metode Partial Least Square (PLS) dengan software SmartPLS. Hasil analisa dari penelitian ini menyatakan bahwa brand hearsay memiliki pengaruh yang signifikan terhadap pembentukan brand loyalty. Demikian pula dengan variabel lainnya seperti brand evidence, satisfaction dan brand attitude memiliki pengaruh terhadap pembentukan brand loyalty.

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This research aims to identify brand hearsay and brand evidence influence to satisfaction and brand attitude in shaping the brand loyalty. Case study explained in this research takes AirAsia airline users as subjects. Hypotheses used are tested using Partial Least Square method with SmartPLS program. This research finds that brand hearsay has significant effect on brand loyalty. Other variables explained before like brand evidence, satisfaction and attitude also has some correlation on brand loyalty. "

"ABSTRAKEkstensi merek vertikal adalah strategi dari perusahaan untuk mengekspansi merek mereka dengan cara membentuk sesuatu yang baru, termasuk merek maupun produk baru. Di dalam ekstensi merek vertikal, terdapat ektensi secara ke atas dan ke bawah. Ekstensi merek biasanya digunakan untuk menambah brand equity atau untuk masuk ke dalam pasar baru, dengan tetap memiliki konsumen yang sekarang dan mendapatkan konsumen baru. Penelitian deskriptif ini bertujuan untuk mengerti perbedaan pada segmenting, targeting and positioning yang digunakan oleh Lexus dan Toyota untuk menemukan kunci perbedaan di dalam komunikasi yang mereka gunakan. Data yang digunakan akan dikumpulkan melalui YouTube untuk mencari iklan dan kampanye dari Lexus-Toyota. Metode analisis konten akan digunakan untuk melihat bagaimana Toyota dan Lexus menerapkan segmenting, targeting and positioning merek mereka dan akan dibandingkan untuk melihat perbedaan antara komunikasinya. Penelitian ini menemukan dari iklan yang telah disusun dan dianalisis bahwa iklan dari Harrier lebih menuju kepada sisi buas dan petualangan, dibandingkan dengan RX yang lebih mewah, dengan teknologi yang paling top dan kekuatan mobil yang kuat. Terlebih lagi, perbedaan mendasarnya ialah bagaimana Toyotamenggunakan differentiated marketing dan Lexus menggunakan concentrated (niche) marketing. Kesamaannya ialah bagaimana kejelasan dari ide- ide kedua merek tersebut telah direpresentasikan dengan sangat jelas dengan kekuatan dan konsistensi di dalam bagaimana ide tersebut diwujudkan.

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ABSTRACTVertical Brand Extension is a strategy of a company to extend their brand by making a new line, including brand or products. In vertical brand extension, there are upward product line extension and downward product line extension. Line extensions usually are used by the company in order to enhance parent brand equity or to tap into a new market, retaining its current consumer and getting the new consumer. Having said that, this descriptive research would like to understand the difference between segmenting, targeting and positioning used by Lexus and Toyota in order to find the key difference in the communication that they use. The data will be collected through scraping the information on YouTube for advertising and campaign event for Lexus-Toyota.Content analysis method will be used for the data by seeing how both Toyota and Lexus segmenting, targeting, and positioning their brand and compare them to the outcome of their communication. The Research found that from the advertisement that has been compiled and analysed, it is generally seen that Harrier s advertisement is more about how it got a wild side and about adventure, while RX s is generally about being luxurious, state-ofart technology and also the powerful ability of the car. Moreover, the main difference is that Toyota uses differentiated marketing while Lexus uses concentrated (niche) marketing. The similarity is that the clarity oftheir idea is presented clearly with strength and the consistency in how the idea is portrayed."

"Analisis Situasi:

1. Indonesia akan mengalami bonus demografi pada tahun 2030-2040 yang menyebabkan 60% masyarakatnya berada pada rentang usia produktif.
2. Indonesia membutuhkan rencana besar untuk menjadikan fenomena bonus demografi ini sebagai peluang.
3. Dalam cakupan dunia internasional, tahun 2030 nanti 16% populasi merupakan anak muda sehingga dibutuhkan Sumber Daya Manusia (SDM) yang berkualitas sebagai calon pemimpin dunia.
4. IGN memiliki berbagai macam program yang dapat mendukung pengembangan kualitas pemuda.
5. Namun, posisi IGN sebagai brand induk masih belum terlalu diketahui oleh target audiens.
6. Muncul kompetitor yang berusaha untuk meniru acara IGN dan mengecohkan target audiens.

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Situation Analysis:

1. Indonesia will experience a demographic bonus in 2030-2040 which will cause 60% of its population to be in the productive age range.
2. Indonesia needs a big plan to make this demographic bonus phenomenon an opportunity.
3. In the international scope, in 2030, 16% of the population will be young people. That is why, the need for a good quality in youth as a potential leader of the nation is very needed.
4. IGN has a variety of programs that can support the development of youth quality.
5. However, IGN Brand as the 'parent' of its events is still not well-known/ widely recognized by the target audience.
6. There are competitors who are trying to emulate the IGN program(s) and outwit the target audience.

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"[Tujuan dari penelitian ini untuk melihat pengaruh variasi elemen dan melihat perbedaan pengaruh variasi elemen electronic word-of-mouth positif berupa teks dan gambar-teks terhadap sikap merek pada mengguna bus TransJakarta. Tipe penelitian ini adalah field experiment dengan desain randomized between-subject design (pretest & posttest). Terdapat dua kelompok eksperimen yaitu kelompok variasi elemen teks dan gambar-teks. Partisipan (n = 89) adalah pengguna bus TransJakarta yang memiliki aplikasi LINE. Penelitian dilakukan dengan memberikan 28 electronic word-of-mouth positif selama 7 hari melalui grup LINE. Alat ukur sikap merek sudah diadaptasi dari Wu dan Wang (2011). Hasil penelitian menunjukkan bahwa variasi elemen electronic word-of-mouth positif secara signifikan mempengaruhi sikap merek pada pengguna bus TransJakarta dengan nilai (t(88) = 2.930, p < 0.05). selain itu, variasi elemen electronic wordof- mouth tidak berbeda secara signifikan berpengaruh terhadap sikap merek pada pengguna bus TransJakarta dengan nilai (t(87) = 1.679, p > 0.05).

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The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users’ brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users’ brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users’ brand attitude (t(87) = 1.679, p > 0.05)., The purpose of this study was to examine the effect of positive electronic wordof-

mouth element variation that are text and text-with-picture towards

TransJakarta bus users’ brand attitude. This study was field experiment study with

randomized between-subject design (pretest & posttest). The participants (n=89)

of this study were a TransJakarta user that used TransJakarta at least four days in a

week. Researcher divided the participants into two experiment groups, text-only

positive electronic word-of-mouth and text-with-picture positive electronic wordof-

mouth. The research was done by giving 28 electronic word-of-mouths for 7

days. The brand attitude was measured by using Wu and Wang (2011) brand

attitude scale. The findings showed that electronic word-of-mouth element

variation affects TransJakarta users’ brand attitude (t(88) = 2.930, p < 0.05). The

other findings suggest that there was no significant differences of the effects of

electronic word-of-mouth on TransJakarta users’ brand attitude (t(87) = 1.679, p >

0.05).]"

"ABSTRAKDunia otomotif merupakan industri yang selalu memiliki inovasi dan menghasilkan produk-produk terbaru, setiap brand berlomba-lomba menghadirkan produk yang terbaik bagi konsumen. Segala hal dilakukan untuk meningkatkan penjualan dan membuat konsumen setia pada brand. Mulai dari membangun citra hingga menonjolkan karakter dari brand merupakan strategi yang dilakukan untuk mendapatkan perhatian dan meningkatkan loyalitas dari konsumen.

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ABSTRACTThe automotive world is an industry that always has the innovation and deliver new products, each brand competes to bring the best products for consumers. Everything is done to increase sales and make consumers loyal to the brand. From image building to highlighting the character of the brand, are the strategies pursued to gain attention and increase the consumer 39 s loyalty."

"Musik mampu menjadi penguat identitas suatu ruang melalui atmosfer yang dibangun. Salah satu ruang yang memanfaatkan musik sebagai penguat identitas spasial adalah toko buku Gramedia dan Ak.'sa.ra. Kedua toko buku tersebut menjadikan musik sebagai pendukung identitas ruang melewati beberapa proses yaitu melalui pendengaran, disimpan dalam memori, lalu berpeluang membentuk perceptual schemata yang mampu merepresentasikan identitas kedua toko buku tersebut. Skripsi ini akan menelusuri bagaimana elemen-elemen musik mampu membentuk atmosfer dan memperkuat identitas toko buku dengan mengusung pendekatan secara kualitatif menggunakan metodologi literature review, mencari teori yang berkaitan sebagai dasar melakukan observasi dan juga wawancara guna memahami keberhasilan musik dalam menyampaikan identitas spasial melalui metode komparatif Gramedia dan Ak.'sa.ra. 

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Music is able to be an enhancer of space’s identity through the built atmosphere. One of the spaces that utilizes music as an enhancer of its spatial identity is Gramedia and Ak.'sa.ra bookstores. The two bookstores use music to supporter its spatial identity through several processes, that is listening to the music, stored it in memory, then have the opportunity to make a perceptual schema capable of representing the identity of the two bookstores.

This thesis will explore how musical elements are able to form the atmosphere and strengthen the identity of a bookstore by carrying out a qualitative approach using literature review methodology, seeking related theories as a basis for conducting observations and interviews to understand the success of music in conveying spatial identity through the comparative method on Gramedia and Ak.’sa.ra."

"Posisi dan citra merek merupakan hal yang sangat penting dan krusial dalam strategi pemasaran. Posisi dan citra merek membentuk asosiasi merek yang kuat kepada konsumen yang ditargetkan dan digunakan untuk membedakan suatu merek dengan pesaingnya Perusahaan harus memahami penilaian konsumen terhadap produk mereka sehingga dapat melakukan strategi pemasaran yang baik untuk meningkatkan posisi mereknya di publik. Pada saat pandemi Covid terutama pada tahun 2021 terdapat fenomena yang unik yaitu permintaan Susu Beruang (Bear Brand) lebih besar dibandingkan pemimpin pasarnya yaitu Susu Ultra meskipun Susu Ultra harganya lebih murah dibandingkan Susu Beruang. Fenomena tersebut ramai didiskusikan di dalam media sosial terutama Twitter mengenai opini dari konsumen terutama dalam pembelian produk susu cair dalam kemasan. Penelitian ini bertujuan untuk mengetahui apakah ulasan teks online dapat memberikan gambaran tentang posisi dan citra merek Susu Beruang menggunakan Analisis sentimen LIWC (Linguistic Inquiry and Word Count) dan PCA (Principal Component Analysis). Kontribusi utama dari penelitian ini adalah penggunaan analisis sentimen berbasis program LIWC untuk memproses ulasan online di twitter yang nantinya akan memberi gambaran posisi merek di PCA melalui perceptual map yang memungkinkan memberikan gambaran posisi merek Susu Beruang terhadap Susu Ultra sebagai kompetitor utamanya. Berdasarkan analisis penulis dapat disimpulkan bahwa LIWC mampu memberikan gambaran terkait citra merek dan posisi merek Susu Beruang dan Susu Ultra. Citra merek didapat dari variabel-variabel yang menggambarkan psikologis konsumen saat menggunakan atau membayangkan merek penelitian. Posisi didapatkan melalui pengolahan PCA yang menggambarkan perbedaan antara variabel yang dominan dalam kedua merek tersebut.

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Position and brand image are very important and crucial in marketing strategy. Brand position and image form strong brand associations with targeted consumers and are used to differentiate a brand from its competitors. Companies must understand consumer ratings of their products so that they can carry out good marketing strategies to improve their brand position in society. During the Covid-19 pandemic, especially in 2021, there was a unique phenomenon, whereby the demand for Bear Brand Milk was greater than the market leader, namely Ultra milk, while Ultra milk was even cheaper than the Bear Brand milk. This phenomenon is widely discussed on social media, especially Twitter regarding opinions from consumers, especially in purchasing packaged liquid milk products. This study aims to determine whether online text reviews can provide an overview of the position and brand image of bear milk using LIWC (Linguistic Inquiry and Word Count) sentiment analysis and PCA (Principal Component Analysis). The main contribution of this study is the use of sentiment analysis based on the LIWC program to process online reviews on Twitter which will later provide an overview of the brand's position in the PCA through a perceptual map that allows providing an overview of the position of the Bear Brand milk brand against Ultra milk as its main competitor. Based on our analysis, we can conclude that LIWC can provide an overview regarding the brand image and brand positioning of Bear milk and Ultra milk. Brand image is obtained from variables that describe psychological variables when using or imagining the focal brands. Brand Position through PCA analysis describes the difference in gain between the dominant variables in the two brands."

"ABSTRAKPenggunaan celebrity endorser sebagai strategi untuk mempromosikan dan membangun citra produk sudah menjadi hal yang sering ditemui. Selain keuntungan yang diberikan terdapat risiko yang dimilik dalam penggunaan celebrity endorser seperti, publisitas negatif yang mampu mempengaruhi pembentukan presepsi negatif terhadap celebrity endorser. Dalam makalah ini akan membahas pengaruh dari presepsi negatif yang terdapat pada celebrity endorser apakah mampu membentuk presepsi negatif terhadap citra produk yang diwakilinya. Kesimpulan dari makalah ini adalah presepsi negatif yang dimiliki celebrity endorser dapat berpengaruh terhadap citra produk apabila celebrity endorser memiliki credibility expertise yang tinggi terhadap produk.

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ABSTRACTThe use of celebrity endorser as the part of the strategy to promote and build a brand image is a common practice to find. Along with the known advantages, there is also a risk of such practice affecting the perception of the brand to its consumers, turning it into a negative perception. This paper will discus the effect of the image of the celebrity endorsers towards the product 39 s image, such as the influence of a negative publicity of the celebrity endorsers towards the brands they represent. In the end, this paper concludes that negative publicity will influence the product 39 s brand image if the celebrity endorser has a high credibility expertise of the product."