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Abstrak :

Abstrak :
[ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek terhadap perilaku pembelian. Merek yang diteliti adalah merek SPBU Shell. Penelitian ini menggunakan descriptive research design dengan metode survey yaitu yang dilakukan terhadap kosumen SPBU Shell. Hasil penelitian ini menunjukkan bahwa brand awareness mempengaruhi brand image SPBU Shell dan mempengaruhi konsumen dalam intention to future purchase. Brand awareness tidak mempengaruhi brand satisfaction dan brand trust SPBU Shell serta tidak mempengaruhi konsumen dalam current purchase. Brand image mempengaruhi brand satisfaction dan brand trust SPBU Shell. Brand image SPBU Shell juga mempengaruhi konsumen dalam current purchase dan intention to future purchase. Brand satisfaction tidak mempengaruhi brand attachment SPBU Shell. Tetapi brand trust mempengaruhi brand attachment SPBU Shell. Brand attachment SPBU Shell mempengaruhi current purchase dan intention to future purchase. Current purchase yang dilakukan oleh konsumen SPBU Shell berpengaruh terhadap intention to future purchase

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ABSTRACT
This study aims to determine the effect of brand equity to Behavioral outcome. A case study of SPBU Shell. The research is implementing descriptive research design using survey method which used to SPBU Shell customers. The results of this research shows that brand awareness has a positive effect on brand image SPBU Shell and intention to future purchase. Brand awareness has not a positive effect on brand satisfaction and brand trust SPBU Shell and current purchase. Brand image has a positive effect on brand satisfaction and brand trust SPBU Shell and has a positive effect on current purchase and intention to future purchase. Brand satisfaction has not a positive effect on brand attachment SPBU Shell. But Brand trust has a positive effect on brand attachment SPBU Shell. Brand attachment has a positive effect on current purchase and intention to future purchase. Current purchase made by SPBU Shell?s customer will have a positive effect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioral outcome. A case study of SPBU Shell. The research is implementing descriptive research design using survey method which used to SPBU Shell customers. The results of this research shows that brand awareness has a positive effect on brand image SPBU Shell and intention to future purchase. Brand awareness has not a positive effect on brand satisfaction and brand trust SPBU Shell and current purchase. Brand image has a positive effect on brand satisfaction and brand trust SPBU Shell and has a positive effect on current purchase and intention to future purchase. Brand satisfaction has not a positive effect on brand attachment SPBU Shell. But Brand trust has a positive effect on brand attachment SPBU Shell. Brand attachment has a positive effect on current purchase and intention to future purchase. Current purchase made by SPBU Shell?s customer will have a positive effect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioral outcome. A case study of SPBU Shell. The research is implementing descriptive research design using survey method which used to SPBU Shell customers. The results of this research shows that brand awareness has a positive effect on brand image SPBU Shell and intention to future purchase. Brand awareness has not a positive effect on brand satisfaction and brand trust SPBU Shell and current purchase. Brand image has a positive effect on brand satisfaction and brand trust SPBU Shell and has a positive effect on current purchase and intention to future purchase. Brand satisfaction has not a positive effect on brand attachment SPBU Shell. But Brand trust has a positive effect on brand attachment SPBU Shell. Brand attachment has a positive effect on current purchase and intention to future purchase. Current purchase made by SPBU Shell?s customer will have a positive effect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioral outcome. A case study of SPBU Shell. The research is implementing descriptive research design using survey method which used to SPBU Shell customers. The results of this research shows that brand awareness has a positive effect on brand image SPBU Shell and intention to future purchase. Brand awareness has not a positive effect on brand satisfaction and brand trust SPBU Shell and current purchase. Brand image has a positive effect on brand satisfaction and brand trust SPBU Shell and has a positive effect on current purchase and intention to future purchase. Brand satisfaction has not a positive effect on brand attachment SPBU Shell. But Brand trust has a positive effect on brand attachment SPBU Shell. Brand attachment has a positive effect on current purchase and intention to future purchase. Current purchase made by SPBU Shell?s customer will have a positive effect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioral outcome. A case study of SPBU Shell. The research is implementing descriptive research design using survey method which used to SPBU Shell customers. The results of this research shows that brand awareness has a positive effect on brand image SPBU Shell and intention to future purchase. Brand awareness has not a positive effect on brand satisfaction and brand trust SPBU Shell and current purchase. Brand image has a positive effect on brand satisfaction and brand trust SPBU Shell and has a positive effect on current purchase and intention to future purchase. Brand satisfaction has not a positive effect on brand attachment SPBU Shell. But Brand trust has a positive effect on brand attachment SPBU Shell. Brand attachment has a positive effect on current purchase and intention to future purchase. Current purchase made by SPBU Shell?s customer will have a positive effect on intention to future purchase, This study aims to determine the effect of brand equity to Behavioral outcome. A case study of SPBU Shell. The research is implementing descriptive research design using survey method which used to SPBU Shell customers. The results of this research shows that brand awareness has a positive effect on brand image SPBU Shell and intention to future purchase. Brand awareness has not a positive effect on brand satisfaction and brand trust SPBU Shell and current purchase. Brand image has a positive effect on brand satisfaction and brand trust SPBU Shell and has a positive effect on current purchase and intention to future purchase. Brand satisfaction has not a positive effect on brand attachment SPBU Shell. But Brand trust has a positive effect on brand attachment SPBU Shell. Brand attachment has a positive effect on current purchase and intention to future purchase. Current purchase made by SPBU Shell’s customer will have a positive effect on intention to future purchase]

Abstrak :
Penelitian ini membahas mengenai pengaruh strategi integrated marketing communication (IMC) terhadap brand knowledge. Penelitian ini adalah penelitian kuantitatif, dengan responden adalah ibu rumah tangga yang berjumlah 114 orang. Metode analisa data dilakukan dengan analisa statistik deskriptif dan regresi linier untuk membuktikan hipotesa dalam penelitian ini. Hasil penelitian menunjukkan strategi IMC berpengaruh terhadap pembentukkan brand knowledge (brand awareness dan brand image). Dan dari strategi IMC yang digunakan oleh Nutrisari W'dank, personal selling merupakan dimensi IMC yang mempunyai pengaruh kuat dalam pembentukkan brand awareness, dan sales promotion menjadi dimensi yang memiliki pengaruh besar dalam pembentukkan brand image. Sedangkan e-marketing menjadi dimensi IMC yang tidak memiliki pengaruh dalam pembentukkan brand awareness dan brand image.

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This thesis discusses about the influence of Integrated Marketing Communication strategies toward consumer's brand knowledge. This research use quantitative explanatory design. Respondents are 114 housewife's. This thesis used descriptive statistical analysis and linier regression to prove hypothesis in this research. The finding result of this study shows that IMC strategies have significant influence toward consumer's brand knowledge (brand awareness and brand image), personal selling is the dimension that have strong influence on forming brand awareness, sales promotion is the dimension that have strong influence on forming brand image, e-marketing is the the dimension that have no influence at all on forming both brand awareness and brand image.

Abstrak :
Sustainability menjadi tantangan yang dihadapi perusahaan seiring meningkatnya perhatian konsumen terhadap aktivitas bisnis ramah lingkungan dan permintaan green brand. Industri kosmetik dan personal care termasuk industri yang terus berkembang permintaannya, terutama green cosmetics dan personal care. Penelitian ini bertujuan menganalisis pengaruh green brand positioning, green brand knowledge, dan attitude toward green brand terhadap green product purchase intention dari The Body Shop sebagai salah satu brand kometik dan personal care ramah lingkungan yang juga membuktikan komitmen peduli lingkungannya pada aktivitas perusahaan. Sampel penelitian ini adalah konsumen yang belum pernah membeli produk The Body Shop dan berdomisili di Jabodetabek. Data diolah menggunakan metode Structural Equation Modelling dimana hasilnya menunjukkan jika green brand positioning tidak berpengaruh terhadap attitude toward green brand, namun berpengaruh positif terhadap green brand knowledge, sedangkan, green brand knowledge berpengaruh positif terhadap attitude toward green brand yang dilanjutkan dengan pengaruh positif attitude toward green brand terhadap green purchase intention. ...... Sustainability becomes a challenge to companies because of the increasing consumers rsquo attention to eco friendly business activities and demand for green brand. Cosmetics and personal care industry is one of potential businesses that have significant increase in demand, especially for green cosmetics and personal care. This study has purpose to analyze the influence of green brand positioning, green brand knowledge, and attitude toward green brand to green product purchase intention of The Body Shop as green brand cosmetics and personal care which has proven their commitment to the environment through their company activitiess. The sample was consumers who have never bought The Body Shop and lived in Jabodetabek. Then, the collected data was processed using Structural Equation Modelling. Finally, the results of this research showed that green brand positioning does not have positive effect on attitude toward green brand, but has positive effect on green brand knowledge. Meanwhile, green brand knowledge has positive effect on attitude toward green brand followed by positive effect of attitude toward green brand on green purchase intention.

Abstrak :
Masyarakat di Indonesia secara umum masih bergantung pada kendaraan yang menggunakan bahan bakar fosil yang dimana menjadi penyumbang polusi terhadap lingkungan. Sehingga kebijakan pemasaran melalui green marketing harus tercermin dalam pengembangan produk, pengemasan, dan promosi yang berorientasi pada pelestarian alam untuk munculkan green purchase intention. Penelitian ini bertujuan untuk menganalisa implementasi green marketing, green brand knowledge, dan attitude towards green product pada mobil listrik Hyundai untuk melihat pengaruhnya terhadap green purchase intention sebagai variabel dependen. Penelitian ini menggunakan pendekatan kuantitatif, berjenis eksplanatif melalui penyebaran kuesioner kepada 105 responden yang merupakan pengguna kendaraan mobil berbahan bakar minyak bumi di Jabodetabek menggunakan teknik non probability sampling yakni purposive. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif antara green marketing, green brand knowledge, dan attitude towards green product pada green purchase intention mobil listrik Hyundai ......General public in Indonesia still depend on vehicles that use fossil fuels which are contributors to environmental pollution. Marketing policies through green marketing must be reflected in product development, packaging, and promotions that are oriented towards nature conservation to create green purchase intentions. This study aims to analyse the implementation of green marketing, green brand knowledge, and attitude towards green products on Hyundai electric cars to see its effect on green purchase intention as the dependent variable. This study uses a quantitative approach, explanatory, by distributing questionnaires to 105 respondents who are users of petroleum-fired cars in Jabodetabek using a purposive non-probability sampling technique. The results of the study show that there is a positive influence between green marketing, green brand knowledge, and attitude towards green products on the green purchase intention of Hyundai electric cars.

Abstrak :
Di tengah perkembangan industri kosmetik di Indonesia, hal tersebut juga berdampak pada lingkungan di mana beberapa pelaku industri bisnis kosmetik menggunakan bahan dan kemasan yang dapat mencemari lingkungan. Menyiasati hal tersebut, beberapa brand kosmetik asal Indonesia mengusung konsep sustainability dan menerapkan green marketing. Tidak hanya itu, konsumen juga kini mulai beralih pada pembelian ramah lingkungan atau green purchasing behavior. Green purchasing behavior sendiri penting karena perilaku tersebut dapat meminimalisir dampak buruk pada lingkungan. Oleh karena itu, penelitian ini meneliti pengaruh green brand knowledge, green trust, dan green perceived value terhadap green purchasing behavior pada konsumen salah satu merek kosmetik yang telah menerapkan konsep green yakni Sensatia Botanicals di Jabodetabek. Penelitian menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner pada responden. Penarikan sampel dilakukan menggunakan teknik non-probability purposive sampling kepada 155 responden yang memenuhi kriteria. Kemudian data diolah menggunakan IBM SPSS Statistics 25 dan SmartPLS 3.2.9. Hasil penelitian menunjukkan bahwa green brand knowledge berpengaruh signifikan terhadap green purchasing behavior. Selain itu, green trust dan green perceived value memediasi pengaruh green brand knowledge terhadap green purchasing behavior. Penelitian di masa depan dapat meneliti variabel serupa pada merek di industri lain seperti produk elektronik, home-appliances, fashion, dan fast-moving consumer goods. ......Hence the development of the cosmetics industry in Indonesia, this also has an impact on the environment where several cosmetic business industry players use materials and packaging that can pollute the environment. To get around this, several cosmetic brands from Indonesia are promoting the concept of sustainability and implementing green marketing. Not only that, consumers are also starting to switch to environmentally friendly product as in shifting to green purchasing behavior. Green purchasing behavior itself is important because this behavior can minimize negative impacts on the environment. Therefore, this research examine the influence of green brand knowledge, green trust, and green perceived value on green purchasing behavior among consumers of one of the cosmetic brands that have implemented the green concept, namely Sensatia Botanicals that are located in Jabodetabek. The research uses a quantitative approach by distributing questionnaires to respondents. Sampling was carried out using a non-probability purposive sampling technique for 155 respondents who met the criteria. Then the data was processed using IBM SPSS Statistics 25 and SmartPLS 3.2.9. The research results show that green brand knowledge has a significant effect on green purchasing behavior. Apart from that, green trust and green perceived value mediate the influence of green brand knowledge on green purchasing behavior. Future research could examine similar variables across brands in other industries such as electronics, home appliances, fashion, and fast-moving consumer goods.

Abstrak :
Mengikuti perkembangan teknologi dan perubahan perilaku konsumen, perusahaan saat ini menggunakan media sosial seperti Instagram sebagai alat pemasaran atau disebut sebagai pemasaran media sosial. Hal ini dapat menjadi peluang yang bisa dimanfaatkan oleh berbagai industri terutama industri kecantikan khususnya skincare berkaitan dengan peran media sosial sebagai media interaksi antara brand dengan konsumen serta sebagai tempat menyampaikan konten yang relevan dan menarik kepada konsumen. Penelitian kuantitatif ini bertujuan untuk mengetahui pengaruh social media marketing elements terhadap consumer-brand engagement dan brand knowledge pada brand Kahf dengan menganalisis data dari 210 responden yang merupakan laki-laki pengguna produk skincare Kahf, mengikuti akun Instagram Kahf, dan tinggal di Jabodetabek. Data pada penelitian ini dianalisis dengan menggunakan metode Partial Least Squares-Structural Equation Modelling (PLS-SEM). Hasil penelitian ini menemukan jika elemen electronic word of mouth, customization, dan interaction dalam pemasaran media sosial brand Kahf merupakan faktor utama yang memengaruhi consumer-brand engagement, yang mana consumer-brand engagement juga memengaruhi brand knowledge. ......Following technological advancements and changes in consumer behavior, companies nowadays utilize social media platforms such as Instagram as a marketing tool, commonly referred to as social media marketing. This presents an opportunity that can be leveraged by various industries, particularly the beauty industry, specifically skincare, in relation to the role of social media as a means of interaction between brands and consumers, as well as a platform for delivering relevant and engaging content to consumers. This quantitative study aims to examine the influence of social media marketing elements on consumer-brand engagement and brand knowledge for the Kahf brand, by analyzing data from 210 male respondents who are users of Kahf skincare products, follow the Kahf Instagram account, and reside in the Jabodetabek area. The data in this study were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) method. The findings of this study reveal that electronic word of mouth, customization, and interaction elements in Kahf's social media marketing are the main factors influencing consumer-brand engagement, which, in turn, also impacts brand knowledge.

Abstrak :
Penelitian ini bertujuan untuk menganalisis pengaruh upaya pemasaran media sosial terhadap pengetahuan merek melalui hubungan konsumen merek pada konsumen sepatu brand lokal compass sehingga peneliti dapat mengetahui pengaruh partisipasi konsumen dalam melakukan pembelian produk. Penelitian ini menggunakan pendekatan kuantitatif dengan melakukan survei menggunakan teknik purposive. Penelitian ini menggunakan 190 responden yang berhasil diperoleh menggunakan online questionnaire melalui google form. Pengolahan data untuk analisis statistik deskriptif dan SEM PLS dilakukan menggunakan software SPSS dan SmartPLS. Hasil dari penelitian ini yaitu adanya pengaruh pada hubungan yang terdapat dalam model struktural. Namun, tidak semua dimensi memiliki pengaruh positif terhadap variabel mediasi. Hasil penelitian menemukan dimensi entertainment dan electronic word of mouth pada social media marketing efforts memiliki pengaruh positif dan signifikan terhadap customer brand engagement, dan customer brand engagement memiliki pengaruh positif dan signifikan terhadap dimensi brand awareness dan brand image pada brand knowledge. ......This study aims to analyze the effect of social media marketing efforts on brand knowledge through customer brand engagement with local brand shoes consumers so that researchers can determine the effect of consumer participation in purchasing products. This study uses a quantitative approach by conducting a survey using a purposive technique. This study used 190 respondents who were successfully obtained using an online questionnaire via a google form. Data processing for descriptive statistical analysis and PLS-SEM was performed using SPSS and SmartPLS software. The results of this study are the influence on the relationships contained in the structural model. However, not all dimensions have a positive influence on the mediating variable. The results of the study found that the dimensions of entertainment and electronic word of mouth on social media marketing efforts have a positive and significant impact on customer brand engagement, and customer brand engagement has a positive and significant impact on the dimensions of brand awareness and brand image in brand knowledge.

Abstrak :
Tujuan penelitian adalah untuk mengetahui apakah antecedents dari internal brand equity yang dikembangkan oleh Baumgarth dan Schmidt (2010) memiliki pengaruh secara signifikan terhadap internal brand equity dari suatu perusahaan dan apakah internal brand equity memiliki pengaruh terhadap customer-based brand equity. Pada penelitian ini menggunakan sampel 280 responden karyawan dan 280 responden konsumen Bank Syariah Mandiri. Pengolahan analisis data menggunakan Structural Equation Model (SEM) dengan software Lisrel. Hasil analisis menunjukkan bahwa terdapat pengaruh brand orientation secara langsung terhadap internal brand equity, terdapat pengaruh brand orientation terhadap internal brand commitment, internal brand knowledge, internal brand involvement, serta terdapat pengaruh juga dari internal brand commitment dan internal brand knowledge terhadap internal brand equity. Akan tetapi internal brand involvement tidak memiliki pengaruh terhadap internal brand knowledge dan internal brand equity. Temuan hipotesis sembilan menggunakan analisis independent sample t-test menunjukan bahwa terdapat perbedaan nilai mean antara internal brand equity dan customer-based brand equity.

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This study aims to determine whether antecedents of internal brand equity developed by Baumgarth and Schmidt (2010) have significant effect on the internal brand equity and its relationship to customer-based brand equity. This study use sample from 280 respondents of employees and 280 respondents of consumers in Bank Syariah Mandiri. This study using Structural Equation Model (SEM) with software Lisrel to analyze the data. The result show that brand orientation have a direct impact to internal brand equity, and then brand orientation have a significant impact to internal brand commitment, internal brand knowledge, internal brand involvement, and also internal brand commitment and internal brand knowledge has a significant impact on internal brand equity. Where as internal brand involvement proved to have no impact to internal brand equity and internal brand knowledge. For hypothesis nine, this study use independent sample t-test, proved to internal brand equity have different mean with customer-based brand equity.