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Abstrak :
Skripsi ini membahas mengenai efek dari pengaruh moderasi advertising endorser terhadap perceived value dan purchase intention pada studi kasus Anggun C. Sasmi di iklan sampo Pantene. Penelitian ini adalah penelitian kualitatif dengan desain deskriptif. Jumlah sampel penelitian sebanyak 140 responden dengan teknik non-probability sampling. Metode analisis yang digunakan pada penelitian ini adalah regresi sederhana dan regresi berganda. Hasil penelitian ini menunjukan bahwa Anggun C. Sasmi tidak memiliki efek moderasi pada perceived value dan purchase intention. Saran dari penelitian ini adalah agar perusahaan dapat meningkatkan kualitas Anggun C. Sasmi sebagai endorser. ......This thesis discuss the effects of influence of moderate advertising endorser towards perceived value and purchase intention on case study Anggun C. Sasmi in advertisements shampoo Pantene. This research is qualitative research with descriptive design. Total sample research about 140 respondents with non- probability sampling technique. Method of analysis used in this research is simple regression and multiple regression. The result of this research shows that Anggun C. Sasmi does not have the moderation effect on percieved value and purchase intention. The advice of this research is the company should increase the quality of Angun C. Sasmi as their endorser.

Abstrak :
Tujuan penelitian ini adalah untuk mengetahui pengaruh kepercayaan diri ibu kedekatan hubungan ibu dan putri remajanya perbandingan diri ibu terhadap gaya berpakaian serta aktivitas belanja bersama ibu dan putri remajanya Responden dalam penelitian ini adalah para ibu yang mempunyai anak perempuan berusia 15 21 tahun Sampel dipilih dengan menggunakan metode non probability sampling dan diperoleh 170 responden Pengujian hipotesis dilakukan dengan menggunakan Structural Equation Modelling SEM Hasil penelitian menunjukkan bahwa kepercayaan diri ibu kedekatan hubungan ibu dan putri remajanya dan perbandingan diri ibu berpengaruh pada gaya berpakaian ibu ......This aim of this research is empirically to find out the influence of mothers self esteem mothers relational proximity with their adolescent daughter and mothers self comparison toward mother s clothing style and mothers shopping activities with their adolescent daughter The respondents of this research were mothers who had adolescent daughter with aged 15 21 years old This research used the Structural Equation Modelling Analysis The result showed that mothers self esteem and mothers relational proximity with their adolescent daughter and mothers self comparison significantly influence on mothers clothing style

Abstrak :
Perkembangan teknologi komunikasi di Indonesia diikuti juga oleh peningkatan penggunaan smartphone Teknologi dalam berkomunikasi yang ditawarkan oleh smartphone dengan semua fitur fiturnya dapat memberikan kemudahan bagi pengguna Smartphone berfungsi untuk melakukan panggilan telepon dan juga sebagai alat yang mempunyai kemampuan yang hampir sama dengan perangkat komputer pribadi yaitu dapat mengakses internet mengirimkan e mail dan mendapatkan informasi yang diperlukan bagi penggunanya Pada penelitian ini peneliti hendak membahas mengenai pengaruh kemudahan kebutuhan sosial dan pengaruh sosial terhadap ketergantungan penggunaan smartphone dan dampaknya terhadap perilaku pembelian Penelitian ini adalah penelitian konklusif kausal dengan metode pengambilan sempel yang digunakan adalah nonprobability sampling dengan prosedur convenience sampling Pengumpulan data dilakukan dengan teknik survey dengan membagikan kuesioner Hasil kuesioner kemudian diolah menggunakan metode statistik Structural Equation Modeling SEM Hasil penelitian menunjukan bahwa kemudahan kebutuhan sosial dan pengaruh sosial secara signifikan mempengaruhi ketergantungan penggunaan smartphone serta berpengaruh terhadap perilaku pembelian. ......Growth of communication technology in Indonesia followed by an increased of smartphone usage Communication technology offer by smartphone with all its features can provide convenience for users Smartphone functions to make phone calls as well as a tool that has capabilities similar to personal computer which can access the internet send the e mail and obtain the necessary information for its users In this study researcher wanted to discuss about the influences of convenience social needs and social influences to dependency on using smartphone and the impact on purchase behavior This research is conclusive causal which sample retrieval method used is nonprobability sampling with convenience sampling procedure The data was collected by distributing questionnaires survey techniques The results of questionnaire are then processed using statistical method Structural Equation Modeling SEM The results showed that convenience social needs and social influence significantly influence the dependency on using smartphone as well as influence the purchase behavior.

Abstrak :
Permintaan terhadap produk private label PL belakangan ini semakin meningkat seiring dengan semakin selektifnya konsumen untuk membeli barang yang cukup berkualitas dengan harga yang pas Namun di Indonesia masih banyak orang yang memiliki persepsi konvensional terhadap PL diantaranya menyebut produk tersebut sebagai produk dengan kualitas rendah alternatif produk yang tak bermerek dan hanya menarik bagi pembeli yang sadar biaya Oleh karena itu para peritel patut untuk memberi perhatian lebih pada penjualan PL dalam menghadapi kompetisi bisnis dengan perancangan strategi yang tepat Penelitian ini bertujuan untuk mengetahui karakteristik dan perilaku belanja pelanggan pasar ritel serta tingkat kepuasan pada setiap kategori produk PL yang mempengaruhi intensitas pembelian produk PL dengan menggunakan Data Mining dimana algoritma yang digunakan adalah C5 0 Hasil yang didapatkan pada penelitian ini berupa model pohon keputusan yang berisikan klasifikasi pelanggan PL berdasarkan tingkat intensitas pembeliannya.

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Private label demand will be likely to get higher as the consumers become more and more selective in buying the products of high quality with an optimal price However in Indonesia for some people the traditional perceptions of private label were once of low quality unbranded alternatives attracting the most cost conscious consumers Considering this retailers need to pay more attention to products with private label in facing the competition The current study discusses consumer rsquo s attitude and satisfaction with respect to each category of private label products Frequency of purchase and consumer characteristics are also discussed in light of empirical evidence Using Data Mining with C5 0 algorithm the research resulting decision tree model that contains a classification of PL customers based on their frequency of purchase.

Abstrak :
[ABSTRAK
Penelitian ini bertujuan untuk membahas tentang faktor-faktor yang mempengaruhi intensi perilaku konsumen untuk membeli lampu LED sebagai lampu hemat energi di rumah tangga, dilihat dari perspektif theory of planned behavior dan Customer Satisfaction. Sikap, Norma dan Perceived behavior control berpengaruh terhadap perilaku membeli lampu LED. Customer Satisfaction terhadap lampu yang mereka gunakan saat ini berpengaruh terhadap perilaku membeli lampu LED. Secara keseluruhan model TPB dengan Customer Satisfaction memiliki kecocokan untuk memprediksi intensi perilaku membeli lampu LED.

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ABSTRACT
The focus of this study is to investigate which factor may influence intention of customer behavior to buy LED light as energy saving lamps in households, viewed from the perspective of theory of planned behavior and Customer Satisfaction. Attitudes and subjective norms and perceived behavior control has insignificant influence towards the intention of customer behavior to buy LED light. Customer Satisfaction toward existing light also influence the intention of customer behavior to buy LED light. Overall the TPB and Customer Satisfaction modal can be use to predict behavior intention to buy LED lights.;The focus of this study is to investigate which factor may influence intention of customer behavior to buy LED light as energy saving lamps in households, viewed from the perspective of theory of planned behavior and Customer Satisfaction. Attitudes and subjective norms and perceived behavior control has insignificant influence towards the intention of customer behavior to buy LED light. Customer Satisfaction toward existing light also influence the intention of customer behavior to buy LED light. Overall the TPB and Customer Satisfaction modal can be use to predict behavior intention to buy LED lights.;The focus of this study is to investigate which factor may influence intention of customer behavior to buy LED light as energy saving lamps in households, viewed from the perspective of theory of planned behavior and Customer Satisfaction. Attitudes and subjective norms and perceived behavior control has insignificant influence towards the intention of customer behavior to buy LED light. Customer Satisfaction toward existing light also influence the intention of customer behavior to buy LED light. Overall the TPB and Customer Satisfaction modal can be use to predict behavior intention to buy LED lights., The focus of this study is to investigate which factor may influence intention of customer behavior to buy LED light as energy saving lamps in households, viewed from the perspective of theory of planned behavior and Customer Satisfaction. Attitudes and subjective norms and perceived behavior control has insignificant influence towards the intention of customer behavior to buy LED light. Customer Satisfaction toward existing light also influence the intention of customer behavior to buy LED light. Overall the TPB and Customer Satisfaction modal can be use to predict behavior intention to buy LED lights.]

Abstrak :
[ABSTRAKbr Penelitian ini menguji pengaruh perceived employee emotional competence terhadap customer satisfaction dan loyalty, serta bagaimana rapport memediasi pengaruh tersebut. Penelitian ini menggunakan konteks personal service, yaitu penata rambut, dengan menggunakan 130 sampel. Penelitian ini terdiri dari dua studi. Studi 1 menguji model penelitian pada responden yang menggunakan penata rambut yang sama setiap kali menggunakan jasa penata rambut, sedangkan studi 2 menguji model penelitian pada responden yang menggunakan penata rambut yang berbeda-beda. Model penelitian diuji dengan menggunakan teknik analisis Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian ini menunjukkan bahwa employee emotional competence tidak berpengaruh secara langsung terhadap satisfaction dan loyalty, tetapi melalui mediasi rapport.;This research examined the effect of perceived employee emotional competence on customer satisfaction and loyalty, and how rapport mediates these effects. This research uses the context of personal service, hairstylist, using 130 samples. This research consists of two studies. Study 1 tested the research model on respondents who use the same hairstylist each time using the service of hairstylist, while Study 2 tested the research model on respondents who use different hairstylists each time using the service. The model was tested by using Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. This research showed that employee emotional competence do not effect satisfaction and loyalty directly, but through the mediation of rapport.;This research examined the effect of perceived employee emotional competence on customer satisfaction and loyalty, and how rapport mediates these effects. This research uses the context of personal service, hairstylist, using 130 samples. This research consists of two studies. Study 1 tested the research model on respondents who use the same hairstylist each time using the service of hairstylist, while Study 2 tested the research model on respondents who use different hairstylists each time using the service. The model was tested by using Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. This research showed that employee emotional competence do not effect satisfaction and loyalty directly, but through the mediation of rapport.;This research examined the effect of perceived employee emotional competence on customer satisfaction and loyalty, and how rapport mediates these effects. This research uses the context of personal service, hairstylist, using 130 samples. This research consists of two studies. Study 1 tested the research model on respondents who use the same hairstylist each time using the service of hairstylist, while Study 2 tested the research model on respondents who use different hairstylists each time using the service. The model was tested by using Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. This research showed that employee emotional competence do not effect satisfaction and loyalty directly, but through the mediation of rapport., This research examined the effect of perceived employee emotional competence on customer satisfaction and loyalty, and how rapport mediates these effects. This research uses the context of personal service, hairstylist, using 130 samples. This research consists of two studies. Study 1 tested the research model on respondents who use the same hairstylist each time using the service of hairstylist, while Study 2 tested the research model on respondents who use different hairstylists each time using the service. The model was tested by using Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. This research showed that employee emotional competence do not effect satisfaction and loyalty directly, but through the mediation of rapport.]

Abstrak :
Skripsi ini membahas tentang pengaruh customer authenticity perception dan komponen brand equity terhadap brand choice intention waralaba lokal restoran etnis di Indonesia. Lebih lanjut lagi, skripsi ini membahas pengaruh terhadap brand choice intention yang ditimbulkan oleh brand awareness, brand image, perceived quality dan brand loyalty. Penelitian ini menggunakan desain penelitian konklusif-deskriptif dan single-cross sectional. Kuesioner disebar kepada responden yang memiliki pengalaman bersantap di restoran etnis yang menjadi objek penelitian dalam kurun waktu minimal dua bulan terakhir sebanyak 151 responden yang diambil menggunakan metode convenience sampling. Penelitian ini menghasilkan kesimpulan bahwa customers? authenticity perception berdampak signifikan pada komponen brand equity yang meliputi brand awareness, brand image, perceived quality, dan brand loyalty, dan brand choice intention dipengaruhi secara signifikan oleh brand loyalty. Pada penelitian ini juga terdapat implikasi manajerial serta saran untuk penelitian selanjutnya. ......This study discusses the effect of customer authenticity perception and the components of brand equity to brand choice intention on local franchise of ethnic restaurants in Indonesia. Furthermore, this paper discusses the influence on brand choice intention posed by brand awareness, brand image, perceived quality and brand loyalty. This research uses descriptive conclusive research designs and single-cross sectional. Questionnaires were distributed to respondents who have experience of dining at ethnic restaurants which became the object of study in a minimum period of two months as many as 151 respondents drawn using a convenience sampling method. This study concluded that customers' perception authenticity has significant impact on brand equity components that include brand awareness, brand image, perceived quality, and brand loyalty, and brand choice intention significantly affected by brand loyalty. In this study, there is also a managerial implications and suggestions for further research.

Abstrak :
Skripsi ini membahas tentang pengaruh customer authenticity perception dan komponen brand equity terhadap brand choice intention waralaba lokal restoran etnis di Indonesia. Lebih lanjut lagi, skripsi ini membahas pengaruh terhadap brand choice intention yang ditimbulkan oleh brand awareness, brand image, perceived quality dan brand loyalty. Penelitian ini menggunakan desain penelitian konklusif-deskriptif dan single-cross sectional. Kuesioner disebar kepada responden yang memiliki pengalaman bersantap di restoran etnis yang menjadi objek penelitian dalam kurun waktu minimal dua bulan terakhir sebanyak 151 responden yang diambil menggunakan metode convenience sampling. Penelitian ini menghasilkan kesimpulan bahwa customers? authenticity perception berdampak signifikan pada komponen brand equity yang meliputi brand awareness, brand image, perceived quality, dan brand loyalty, dan brand choice intention dipengaruhi secara signifikan oleh brand loyalty. Pada penelitian ini juga terdapat implikasi manajerial serta saran untuk penelitian selanjutnya. ......This study discusses the effect of customer authenticity perception and the components of brand equity to brand choice intention on local franchise of ethnic restaurants in Indonesia. Furthermore, this paper discusses the influence on brand choice intention posed by brand awareness, brand image, perceived quality and brand loyalty. This research uses descriptive conclusive research designs and single-cross sectional. Questionnaires were distributed to respondents who have experience of dining at ethnic restaurants which became the object of study in a minimum period of two months as many as 151 respondents drawn using a convenience sampling method. This study concluded that customers' perception authenticity has significant impact on brand equity components that include brand awareness, brand image, perceived quality, and brand loyalty, and brand choice intention significantly affected by brand loyalty. In this study, there is also a managerial implications and suggestions for further research.

Abstrak :
ABSTRAK
Tujuan penelitian ini adalah untuk menganalisis pengaruh bauran pemasaran untuk event Jazz Goes To Campus 39 terhadap purchase intention calon penontonnya. Penelitian dilakukan dengan pendekatan kuantitatif. Sampel penelitian terdiri atas 100 responden yang merupakan laki ndash; laki maupun perempuan dengan usia 17 tahun keatas, telah mengetahui event Jazz Goes To Campus 39, belum membeli tiket, mendapatkan informasi ataupun iklan mengenai, dan telah mengetahui event jazz serupa dengan event Jazz Goes To Campus 39. Data penelitian didapatkan dengan menyebarkan kuesioner dan dianalisis menggunakan analisa regresi linear sederhana. Dari penelitian ini didapatkan hasil bahwa ada pengaruh antara bauran pemasaran untuk event Jazz Goes To Campus 39 terhadap purchase intention calon penontonnya.

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ABSTRACT
The objective of this research was to analyze the effect of 39th Jazz Goes To Campus rsquo s 5Ps of Marketing Mix towards 39th Jazz Goes To Campus consumer rsquo s Purchase Intention. This research applied quantitative approach. The sample of this research were 100 respondents which is 17 years or more, regardless the gender, knew about 39th Jazz Goes To Campus, haven rsquo t bought the event rsquo s ticket, got information or advertisment about the event, and knew similar jazz event with the event. The research data were collected using questionnaire and analyzed using simple regression analysis. The result of this research indicated that 39th Jazz Goes To Campus rsquo s 5Ps of Marketing Mix affect their consumer rsquo s Purchase Intention.