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Abstrak :
Penelitian ini dilatarbelakangi oleh adanya masalah kepercayaan dan pilihan media masyarakat saat ini, dimana banyak media yang diiringi oleh kepentingan politik membuat masyarakat mempunyai pertimbangan baru dalam menentukan brand media mana yang akan dikonsumsi. Penelitian ini merupakan penelitian kuantitatif dengan metode survei terhadap 180 responden penelitian yang dipilih secara purposive. Teknik analisis yang digunakan adalah analisis regresi berganda dengan empat variabel independent. Penelitian ini menemukan adanya pengaruh yang signifikan antara keseluruhan variabel brand equity yang meliputi brand awareness, brand image, perceived quality, dan brand loyalty terhadap brand preference seseorang terkait pilihan media berita televisi. Dari hasil uji determinasi yang didapatkan, terdapat 61,6% pengaruh yang dihasilkan keempat dimensi tersebut terhadap brand preference dimana sisanya dapat dijelaskan oleh faktor-faktor lainnya yang tidak diteliti pada penelitian ini.

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To begin with this thesis was motivated by the growth of media industry in Indonesia. Which lead to the highest competition of audience as a market. Therefore branding of the media may become one of so many aspect that would lead to develope more audience. This thesis was made by Quantitative method using statistic involved 180 responden using regresion analysis with four independent variable. This theis is lookout for significant relationship between the overall brand equity variables that include brand awareness, brand image, perceived quality, and brand loyalty to the brand preference an individual regarding selection of television news media. Determination of test results obtained, there is a 61.6% the effects produced these four dimensions of brand preference where the rest can be explained by other factors not examined in this study.

Abstrak :
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh firm created social media brand communication terhadap Consumer Based Brand Equity (CBBE) metrics yang terdiri atas brand awareness/ associations, brand loyalty dan perceived quality melalui Facebook pada studi kasus Pertamax. Penelitian ini merupakan replikasi dari penelitian sebelumnya oleh Schivinski dan Dabrowski (2014) dengan menggunakan non probability sampling melalui online survey pada Facebook PertamaxIND serta menggunakan teknik Structural Equation Modelling (SEM). Berdasarkan analisis terhadap data 426 responden pengguna Pertamax yang berdomisili di wilayah Jabodetabek diperoleh hasil bahwa evaluasi positif dari firm-created social media brand communication secara positif mempengaruhi brand awareness/associations, brand loyalty, dan perceived quality. Selain itu, brand awareness/ associations juga secara positif mempengaruhi brand loyalty dan perceived quality.

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The purpose of this study was to investigate the influence of social media firm created brand communication to the Consumer-Based Brand Equity (CBBE) metrics consisting of brand awareness /associations, brand loyalty and perceived quality via Facebook on case studies Pertamax. This study is a replication of a previous study by Schivinski and Dabrowski (2014) by using a non-probability sampling through an online survey on Facebook PertamaxIND and using Structural Equation Modelling (SEM). Based on an analysis of the data 426 respondents Pertamax users who live in the Greater Jakarta area showed that the positive evaluation of the firm-created social media brand communication positively influence brand awareness/ associations, brand loyalty, and perceived quality. Additionally, brand awareness/ associations also positively influence brand loyalty and perceived quality.

Abstrak :
Tujuan dari makalah ini adalah untuk mengetahui pengaruh Spectator-Based Brand Equity (SBBE) terhadap behavioral intentions di Klub Sepak Bola. Pendekatan penelitian ini adalah dengan penelitian deskriptif yang menggunakan data survei berupa kuesioner dari 100 responden dari masing-masing sampel. Temuannya adalah dengan model yang dikembangkan dalam penelitian ini mengidentifikasi bahwa stadion, interaksi sosial, dan internalisasi merupakan prediktor positif yang signifikan terhadap behavioral intentions di antara keseluruhan sampel. Temuan ini menyoroti pentingnya mempelajari berbagai jenis konsumen dan menyarankan implikasi manajerial, seperti kebutuhan klub untuk membangun hubungan timbal balik dengan penggemar untuk meningkatkan tingkat internalisasi mereka dan berkontribusi pada peningkatan behavioral intentions. Keterbatasan penelitian dalam penelitian ini hanya berfokus pada persepsi penggemar sepak bola Indonesia terhadap klub sepak bola utama Eropa dan mungkin tidak mewakili liga sepak bola lainnya di Eropa dan di seluruh dunia. Penelitian ini menawarkan kerangka kerja yang dapat membantu manajer klub sepakbola merencanakan strategi pemasaran untuk mendekati segmen pelanggan yang berbeda. ......The purpose of this paper is to find out the effect of Spectator-Based Brand Equity on Behavioral Intentions in Football Club. The approach of this research is descriptive in nature that used survey data in the form of questionnaire from 100 respondent from each sample. The findings is with the model developed in this study identifies that stadium, social interaction, and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions. Research limitations in this research only focuses on perception from Indonesian football fans towards major European football club and might not be representative of other football leagues in Europe and around the world. This research offers a framework that can help football club managers plan marketing strategies to approach different segment of customers.

Abstrak :
Tesis ini menganalisis Customer-Based Brand Equity (CBBE) melalui pengukuran elemen-elemen pembentuk brand equity (brand loyalty, perceived quality, dan brand image) di industri surat kabar yaitu Harian ekonomi dan bisnis, Bisnis Indonesia. Penelitian juga menganalisis korelasi antara Unique Selling Proposition di surat kabar dan loyalitas pembaca serta seberapa signifikan kontribusi komunikasi pemasaran terhadap penciptaan Top of Mind. Tesis ini adalah penelitan eksploratif dan deskriptif. Karya akhir ini menyarankan perlunya upaya membangun brand equity secara terintegrasi melalui program Integrated Marketing Communication (IMC).

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This thesis is emphasized on CBBE through the measurement of the configuration elements of brand equity (brand loyalty, perceived quality and brand image) in newspaper industry involved Bisnis Indonesia, the economic and business newspaper as case study. The research also conceives correlation between unique selling proposition at the newspaper and readers' loyalty moreover how significant marketing communication influence in creating the top of mind. This thesis is conducted in explorative and descriptive research. Hence it suggests strong endeavors to improve the integrated brand equity through the integrated marketing communication (IMC) program.

Abstrak :
Penelitian ini bertujuan untuk mengetahui hubungan antara empat elemen Brand Equity yaitu Brand Awareness, Brand Association, Perceived Quality dan Brand Loyalty) terhadap Brand Equity RS Islam Jakarta menurut persepsi pelanggan rawat jalan di empat layanan dasar, dengan menggunakan metode penelitian deskriptif analitik dengan pendekatan crosssectional yang bersifat kuantitatif, dilengkapi dengan metode kualitatif. Hasil Penelitian menunjukkan bahwa Brand Awareness, Brand Association, Perceived Quality dan Brand Loyalty memiliki hubungan yang kuat terhadap Brand Equity RSIJ. Keempat elemen ini berkontribusi dalam membentuk Brand Equity RSIJ, namun yang memberikan kontribusi terbesar adalah Brand Loyalty dan Perceived Quality.

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This research is aimed to know the relationship among four elements of Brand Equity (Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty) and Brand Equity based on outpatient?s perception, using descriptive analytic methode, with crosssectional approach in quantitative and completed with kualitative. The study result shows that Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty has strong relationship with Brand Equity of RSIJ. These four elements have contribution to build Brand Equity of RSIJ. Among those which have the most contribution are Brand Loyalty and Perceived Quality.

Abstrak :
Penelitian ini menggunakan metode menelitian SEM, dengan mengacu pada penelitian yang pernah dilakukan oleh Kim&Ko (2012) yang dilakukan di Korea dengan objek penelitian Louis Vuitton. Penelitian mencoba menguji hubungan antara pemasaran melali media sosial terhadap ekuitas nilai, ekuitas hubungan, ekuitas merek, keinginan untuk membeli dan ekuitas konsumen. Penelitian ini mencoba mereplikasi metode tersebut dengan objek penelitian sepatu Adorable, dikarenakan memiliki aset pemasaran melalui media sosial yang aktif. Dengan responden penelitian sejumlah 100 orang merupakan pemilik akun media sosial yang pernah mengunjungi media sosial sepatu Adorable dan juga pernah membeli produk sepatu Adorable. Dengan 10 hipotesis dimana terdapat 5 hipotesis yang memiliki hasil yang signifikan dan 5 hipotesis dengan hasil tidak signifikan.

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This research is using structual equation modeling (SEM) method. With referance to Kim&Ko (20102) in South Korea with research object Louis Vuitton, they aimed to examine the influence of marketing activities through social media to equity value , equity relationships , brand equity , ending on the purchase intention and customer equity. In this study, the researcher try to replicating the methode to local product Adorable shoes, because it has active social media asset. Respondents of this study was 100 people is a social media account owner has ever visited a social media Adorable shoes and also ever buy a product Adorable shoes . there are 10 hypothesis with the result that 5 of the hypothesis is significant and the result is not significant.

Abstrak :
[This research topic is about the membership of Garuda Indonesia into SkyTeam airlines alliance This study is aimed to examine the influence of strategic airline alliance on the brand loyalty of Garuda Indonesia rsquo s passengers in Indonesia This research will indicate the relationship between strategic airline alliance brand equity brand preference and brand loyalty with a moderation effect of involvement on the relationship between strategic airline alliance and brand equity and the relationship between brand preferences and brand loyalty In particular for both low and high involvement passengers the effect of global airline alliances on brand equity and brand preference on brand loyalty will be also examined by using structural equation model and multi group method analysis Data for this research were collected from Garuda Indonesia consumers specifically those who have flown with Garuda Indonesia They were then analyzed using Structural Equation Modeling and multi group analysis method The result on total sample of this research showed that all independent variables have significant effect to all dependent variables However in multi group analysis for both low and high involved passengers brand equity did not affect brand loyalty Meanwhile in other multi group analyses all groups showed an effect on the relationship , This research topic is about the membership of Garuda Indonesia into SkyTeam airlines alliance This study is aimed to examine the influence of strategic airline alliance on the brand loyalty of Garuda Indonesia rsquo s passengers in Indonesia This research will indicate the relationship between strategic airline alliance brand equity brand preference and brand loyalty with a moderation effect of involvement on the relationship between strategic airline alliance and brand equity and the relationship between brand preferences and brand loyalty In particular for both low and high involvement passengers the effect of global airline alliances on brand equity and brand preference on brand loyalty will be also examined by using structural equation model and multi group method analysis Data for this research were collected from Garuda Indonesia consumers specifically those who have flown with Garuda Indonesia They were then analyzed using Structural Equation Modeling and multi group analysis method The result on total sample of this research showed that all independent variables have significant effect to all dependent variables However in multi group analysis for both low and high involved passengers brand equity did not affect brand loyalty Meanwhile in other multi group analyses all groups showed an effect on the relationship ]

Abstrak :
Penelitian ini menganalisis pengaruh Rebranding terhadap Brand Loyalty dan terhadap Brand Equity pada Indosat Ooredoo. Indosat Ooredoo dinyatakan berhasil dalam melakukan rebranding. Hal ini terbukti dengan adanya prilaku positif yang di tunjukkan oleh konsumen dan meningkatnya brand equity yang di pengaruhi oleh brand loyalty. Hasil penelitian ini menemukan bahwa rebranding yang dilakukan oleh Indosat Ooredoo berhasil meningkatkan brand equity dengan mempertahankan nama "Indosat" pada perubahan logo / nama produk. Dengan ini,  loyalitas brand sebagai variabel mediasi berhasil meningkatkan brand equity Indosat Ooredoo. Pengujian dilakukan dengan menggunakan model analisis regresi dengan metode analisis data deskriptif. Dengan wilayah persebaran kuesioner di wilayah Jabodetabek. ...... This research analyzes the effect of Rebranding on Brand Loyalty and to Brand Equity on Indosat Ooredoo. Indosat Ooredoo was declared successful in rebranding. This is evidenced by the positive behavior given by consumers and increased brand equity that is influenced by brand loyalty. The results of this study found that the rebranding conducted by Indosat Ooredoo managed to increase brand equity by maintaining the name "Indosat" on the change of logo / product name. It is hereby stated that brand loyalty as a mediating variable succeeded in increasing Indosat Ooredoo's brand equity. The test is done by using regression model with descriptive data analysis method. With the distribution area of questionnaires in Jabodetabek area.

Abstrak :
ABSTRAK
Skripsi ini membahas tentang gambaran Brand Equity menurut persepsi peserta asuransi kesehatan PT. X pasca rebranding yang dilaksanakan pada tahun 2011. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan cross sectional. Hasil penelitian menggambarkan bahwa secara umum persepsi peserta asuransi kesehatan terhadap Brand Equity PT. X adalah baik. PT. X harus meningkatkan Brand Equity peserta terhadap PT. X.

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ABSTRACT
The focus of this study is about description of Brand Equity according to the insured?s perception in PT. X after rebranding on 2011. This research using quantitative study with cross sectional approach. The result of this study describes that over all the insured?s perception about Brand Equity of PT. X is good. From this result, the researcher suggest that PT. X should improve Brand Equity of the PT. X to the insured.

Abstrak :
Skripsi ini membahas tentang ekuitas merek dari shampo Sunsilk dengan menggunakan empat elemen utama ekuitas merek, seperti kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek. Penelitian ini adalah penelitian kuantitatif yang melibatkan adanya tinjauan pustaka serta partisipasi responden (pengguna shampo Sunsilk). Hasil penelitian berupa posisi shampo Sunsilk sebagai merek top of mind di benak konsumennya, asosiasi-asosiasi yang melekat erat pada shampo Sunsilk, analisis kinerja dan kepentingan dari atributo-atribut yang dimiliki shampo Sunsilk, dan gambaran mengenai tingkat kesetiaan konsumen terhadap shampo Sunsilk. The focus of this study is about analyzing Sunsilk shampoo based on brand equity elements, such as brand awareness, brand associations, perceived quality, and brand loyalty. This research is a quantitative research which involves literature study and participating respondent (Sunsilk shampoo users). The result of this research is Sunsilk shampoo as the top of mind product among its competitors, associations that correlate directly to Sunsilk shampoo, performance-importance analysis on Sunsilk shampoo attributes, and a brief sketch on Sunsilk shampoo?s consumer level of loyalty.