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Abstrak :
Penelitian ini bertujuan untuk menganalisis pengaruh brand authenticity terhadap brand attachment. Penelitian ini menggunakan pendekatan kuantitatif dengan melakukan survei menggunakan instrumen kusioner yang disebarkan kepada 130 orang responden di Jakarta Selatan. Pengolahan data dalam penelitian ini menggunakan metode analisis regresi sederhana. Hasil dari penelitian ini menunjukkan seluruh dimensi yang terdapat pada brand authenticity yang terdiri dari quality commitment,  heritage, continuity, originiality, dan naturalness berpengaruh terhadap brand attachment. Hal ini menunjukkan bahwa brand authenticity yang dipertahankan oleh Teh Botol Sosro berpengaruh terhadap keputusan pembelian konsumen sehingga menghasilkan keterikatan secara kognitif dengan para konsumen.  ......This study aims to analyze the influence of brand authenticity on brand attachment. This study uses a quantitative approach by conducting a survey using a questionnaire instrument distributed to 130 respondents in South Jakarta. Data processing in this research uses simple regression analysis method. The findings of this study present that all dimensions contained in brand authenticity consisting of quality commitment, heritage, continuity, originality, and naturalness affect the brand attachment. This result shows that brand authenticity maintained by Teh Botol Sosro influences consumer purchasing decisions to produce cognitive attachment with consumers.

Abstrak :
Loyalitas dapat tumbuh didorong oleh keterikatan konsumen dengan sebuah brand yang diawali dari komitmen brand tersebut dalam menjaga keasliannya. Penelitian ini bertujuan untuk mengetahui pengaruh brand authenticity terhadap brand attachment dan pengaruh brand attachment terhadap brand loyalty pada pengguna sepatu Vans di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data survei. Sampel dalam penelitian ini berjumlah 100 responden yang diambil dengan menggunakan purposive sampling. Hasil penelitian ini menunjukkan bahwa brand authenticity mempunyai pengaruh positif dan signifikan terhadap brand attachment, serta brand attachment mempunyai pengaruh positif dan signifikan terhadap brand loyalty.
Loyalty can grow driven by consumers' attachment to a brand that starts from the brand's commitment in maintaining its authenticity. The purpose of this research is to determine the effect of brand authenticity on brand attachment and the effect of brand attachment on brand loyalty in Vans users in Jakarta. The research employs a quantitative research with survey to collect the data. The sample in this research amounted to 100 respondents by purposive sampling methods. The result of this research shows there is a positive and significant relation between brand authenticity towards brand attachment and also there is a positive and significant relation between brand attachment towards brand loyalty.

Abstrak :
Tujuan dari penelitian ini adalah untuk membahas mengenai pengaruh antara Destination Brand Authenticitiy dan Destination Brand Self-Congruence terhadap Destination Brand Engagement pada wisatawan Masjid Istiqlal. Penelitian ini mengunakan pendekatan kuantitatif, melalui teknik purposive-sampling yang dilakukan pada sebanyak 208 responden melalui penyebaran kuesioner secara online. Data yang didapatkan diolah mengunakan SPSS dan SmartPLS melalui analisis statistik deskriptif dan analisis statistik inferensial mengunakan SEM dengan pendekatan PLS-SEM. Hasil dari penelitian ini menunjukan bahwa Destination Brand Authenticity dan Destination Brand Self-Congruence memiliki pengaruh positif terhadap Destination Brand Engagement pada wisatawan Masjid Istiqlal. ......The purpose of this study is to discuss the effect of Destination Brand Authenticity and Destination Brand Self-Congruence on Destination Brand Engagement on Istiqlal Mosque tourists. This study uses a quantitative approach, done through a purposive-sampling technique which was carried out on as many as 208 respondents through an online questionnaire. The data obtained was processed using SPSS and SmartPLS through descriptive statistical analysis and inferential statistical analysis using SEM with PLS-SEM approach. The result of this study indicates that Destination Brand Authenticity and Destination Brand Self-Congruence have a positive influence on Destination Brand Engagement on Istiqlal Mosque tourists.

Abstrak :
Penelitian ini bertujuan untuk mengetahui pengaruh Brand authenticity terhadap Brand trust serta peran Brand trust sebagai mediator dalam membangun Brand Affect dan Brand loyalty pada konsumen brand HMNS di Jabodetabek. Penelitian ini didasarkan pada pemahaman bahwa brand authenticity memiliki peran penting dalam membangun hubungan yang kuat antara brand dengan konsumen. Metode penelitian yang digunakan adalah survei dengan menggunakan kuesioner yang diberikan kepada responden yang merupakan konsumen brand HMNS di Jabodetabek. Pengambilan sampel dilakukan secara purposive dengan mengedepankan kriteria usia minimal 18 tahun dan pengalaman konsumsi terhadap brand HMNS. Total sampel yang terkumpul adalah 149 responden. Hipotesis di uji dengan menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa Brand authenticity memiliki pengaruh yang signifikan terhadap Brand trust. Kemudian, Brand trust berpengaruh signifikan terhadap Brand Affect dan Brand loyalty. ......The purpose of this research is to cognize the influence of brand authenticity on Brand trust and the mediating role of Brand trust in building brand affect and brand loyalty among HMNS brand consumers in Jabodetabek. This study is based on the understanding that brand authenticity plays a crucial role in establishing a strong relationship between the brand and consumers. A survey method was employed, utilizing questionnaires distributed to HMNS brand consumers in Jabodetabek. The sampling was conducted purposively, with a minimum age requirement of 18 years and experience in consuming the HMNS brand. A total of 149 respondents participated in the study. The hypotheses were tested using Struktural Equation Modeling (SEM).The findings of the study indicate that brand authenticity has a significant influence on brand trust. Additionally, brand trust significantly affects both brand affect and brand loyalty. Furthermore, brand authenticity indirectly affects loyalty through brand trust. These results highlight the importance of brand authenticity in building a strong relationship with consumers. The findings have practical implications for brand communication and marketing strategies, emphasizing the need for brands to emphasize authenticity.

Abstrak :
Influencer menjadi kunci utama konsumen dalam menentukan keputusan pembelian. Dengan kekuatan yang dimilikinya, influencer berupaya melakukan endorsement dan menciptakan merek sendiri untuk mendapatkan keuntungan komersial dan meningkatkan personal branding. Penelitian ini bertujuan untuk menganalisis hubungan antara anteseden dari consumer’s brand attitude dan purchase intention. Penelitian ini menggunakan PLS-SEM untuk mengolah data dari 385 responden berusia 16-34 tahun yang mengetahui dan/atau mengikuti akun media sosial dan belum pernah membeli salah satu merek milik influencer di Indonesia seperti Menantea, Payakumbuah, Street Boba, Secondate, By Lizzie Parra (BLP), Mother of Pearl (MOP), Lafiye, Minimslm, dan Iwearup. Hasil penelitian adalah influencer-brand congruence, brand-consumer congruence, brand authenticity, dan influencer involvement berpengaruh positif terhadap brand attitude, yang selanjutnya berpengaruh positif terhadap purchase intention. Sementara itu, consumer involvement dan influencer-consumer congruence tidak memiliki pengaruh signifikan terhadap purchase intention. Berdasarkan hasil penelitian, peneliti mengajukan implikasi manajerial dan saran untuk penelitian berikutnya. ......Influencer is the key driver of consumer’s purchase decision. Influencers exert their power to influence consumer through endorsement and creating Influencer-Owned Brand to gain comercial opportunities and to increase personal branding. This study aims to examine the antesedent of consumer’s brand attitudes and purchase intention. This study uses Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze data from 385 respondent with 16-35 years who familiarize themselves with one of targeted Indonesian influencer owned brand and have not experienced in buying the product. The targeted influencer-owned brand involves Menantea, Payakumbuah, Street Boba, Secondate, By Lizzie Parra (BLP), Mother of Pearl (MOP), Lafiye, Minimslm, dan Iwearup. The findings is influencer-brand congruence, brand-consumer congruence, brand authenticity, and influencer involvement positively influence brand attitude, which then positively influence purchase intention. Meanwhile, consumer involvement and influencer-consumer congruence is not significantly influenced brand attitude. According to the findings, this study also proposes managerial implications and suggestions for future studies.

Abstrak :
Penelitian berfokus untuk mengeksplorasi bagaimana persepsi konsumen terhadap komunikasi pemasaran suatu merek dapat meningkatkan pembentukan autentitas merek. Selama wabah Covid-19, sebagian besar industri mengalami konsekuensi negatif dari pandemi. Namun, pasar FMCG di dalam negeri terus tumbuh dan tidak terpengaruh secara negatif oleh pandemi. Salah satunya contohnya adalah peningkatan pembelian susu yang dapat terlihat dari fenomena panic buying produk Bear Brand di tahun 2021. Orang-orang gencar membeli Bear Brand karena percaya bahwa produk tersebut dapat menyembuhkan Covid-19. Dengan pertimbangan tersebut, penulis memilih Bear Brand sebagai objek penelitian. Penlitian akan mengkaji bagaimana komunikasi pemasaran Bear Brand dapat membangun autentitas merek melalui dua metode, yaitu pengaruh langsung dan pengaruh tidak langsung dengan penetapan clarity of positioning sebagai variabel mediasi. Selain itu, penulis juga melakukan analisis dengan mengontrol variabel marketing mix. Penelitian ini bersifat kuantitatif dengan total 326 responden di seluruh Indonesia. Analisis kuantitatif akan dianalisis dengan menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian ini menyiratkan bahwa terdapat pengaruh langsung positif maupun pengaruh tidak langsung melalui clarity of positinioning yang mampu mempengaruhi brand authenticity. Lalu, dari jenis variabel marketing mix lainnya, hanya kepuasan merek, penawaran harga, dan citra harga yang menunjukkan pengaruh terhadap brand authenticity. ......The research focuses on exploring how consumer perceptions of a brand marketing communications can form brand authenticity. During the Covid-19 outbreak, most industries experienced the negative consequences of the pandemic. However, the FMCG market in Indonesia continues to grow and is not negatively affected by the pandemic. One example is the increase in milk purchases which can be seen from the panic buying phenomenon of Bear Brand products in 2021. People aggressively buying Bear Brand because they believe that the product can cure Covid-19. Hence, the authors chose Bear Brand as the object of research. This research will examine how Bear Brand marketing communication can build brand authenticity through two methods, namely direct influence and indirect influence through the role of clarity of positioning as a mediator. In addition, the author conducts an analysis by controlling the marketing mix variable. This research is quantitative with a total of 326 respondents throughout Indonesia. Quantitative analysis will be analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM). The results of this study imply that there is a direct positive influence as well as an indirect influence through the clarity of positioning that can affect brand authenticity. Then, from all marketing mix variables, only brand satisfaction, price deals, and price images show the effect on brand authenticity.

Abstrak :
Di Indonesia, popularitas Airbnb telah turut mempengaruhi performa industri perhotelan konvensional secara signifikan. Salah satu konsep yang ditawarkan Airbnb adalah konsep mengenai authenticity, akan tetapi masih sedikit literatur pariwisata yang mengulas mengenai komponen apa yang merupakan bagian dari pengalaman authentic consumption dalam industri penginapan dan bagaimana dampaknya terhadap brand loyalty. Penelitian ini mengidentifikasi dua jalur berbeda yang dilalui dalam pengalaman authentic consumption menuju brand loyalty, dan bagaimana perusahaan hotel konvensional dan Airbnb memanfaatkan jalur ini secara berbeda untuk mendapatkan loyalitas pelanggan yang lebih baik. Survei terhadap 900 responden dilakukan melalui kuesioner daring, dan data dianalisis menggunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukan bahwa brand authenticity mempengaruhi brand love dan brand loyalty, sementara existential authenticity dan intrapersonal authenticity memiliki pengaruh pada memorability, well-being, dan selanjutnya terhadap brand loyalty pada perusahaan penginapan baik hotel maupun Airbnb. Penelitian ini juga menunjukkan bahwa terdapat perbedaan keefektifan pathway menuju brand loyalty, dimana brand pathway akan lebih efektif bagi perusahaan penginapan hotel, sementara experience pathway akan lebih efektif bagi perusahaan penginapan Airbnb.

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The popularity of Airbnb in Indonesia has significantly influenced the performance of the conventional hotel industry. One of the concepts offered and highlighted by Airbnb is the concept of authenticity, meanwhile not many literature reviews what components are part of the authentic consumption experience in the lodging industry and how it impacts on brand loyalty. This research aims to identify two different pathways through which authentic consumption experience influence brand loyalty, and how conventional hotel companies and Airbnb use this path differently to get higher customer loyalty. A survey of 900 respondents was conducted through an online questionnaire, and data were analyzed using Structural Equation Modeling (SEM). The results showed that brand authenticity influence brand love and brand loyalty, while existential authenticity and intrapersonal authenticity influence memorabiliy and well- being; and subsequently to brand loyalty in both hotel companies and Airbnb. This study also aims to identify the difference in effectiveness of the pathway to brand loyalty, where the brand pathway will be more effective for hotel companies, and the experience pathway will be more effective for Airbnb.

Abstrak :
This volume explores the interconnection of social, political, technological and economic challenges that impact consumer relationships, new product launches and consumer interests. Featuring contributions presented at the 2019 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Edinburgh, Scotland, the theme of this proceedings draws from the Scottish Enlightenment movement of the mid-Eighteenth Century, which centered on ideas of liberty, progress and the scientific method. The core values of this movement are being challenged by the rapidly changing, globally shifting and digitally connected world. The contributions presented in this volume reflect and reframe the roles of marketers and marketing in incorporating and advancing the ideas of the Scottish Enlightenment within contemporary marketing theory and practice. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations ofphenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. The series deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.