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"ABSTRAKDengan terus berkembangnya industri kesehatan dan semakin kompetitifnya persaingan perusahaan farmasi dan alat kesehatan di Indonesia, menjadikan perusahaan-perusahaan tersebut merasa perlu untuk menciptakan competitive advantage dengan memanfaatkan brand yang merupakan salah satu aset penting bagi perusahaan. Oleh karena itu, tesis ini bermaksud untuk membahas mengenai pengaruh strategi brand orientation terhadap brand performance pada perusahaan business-to-business(B2B) yang bergerak di industri kesehatan yaitu perusahaan farmasi dan alat kesehatan di Indonesia. Selain itu penelitian ini juga bertujuan untuk melihat pengaruh faktor internal perusahaan dan faktor mediasi yang dapat mempengaruhi penerapan brand orientation di dalam perusahaan tersebut. Penelitian ini merupakan penelitian dengan desain deskriptif kuantitatif. Dari 145 responden perusahaan B2B diperoleh hasil yang menunjukkan bahwa entrepreneurial orientationmempengaruhi perusahaan dalam menerapkan brand orientationdan marketing capability tidak menunjukkan pengaruh positif yang signifikan. Selain itu, customer value co-creation dan brand credibility dapat menjadi faktor mediasi yang meningkatkan pengaruh dari brand orientation terhadapbrand performance. Berdasarkan hasil tersebut, dapat disarankan pada perusahaan B2B yang ingin meningkatkan brand performance mereka untuk menerapkan brand orientation dalam strategi pemasaran mereka.

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ABSTRACTWith the recent development of healthcare industries and competitive competition of pharmaceutical and medical device firms in Indonesia, it made these firms feel need the importance to create competitive advantage by utilizing the brand as one of the most important assets for the firm. Therefore, this research intends to find out the role of brand orientation strategies on brand performance in business-to-business (B2B) firms in the health industry, namely pharmaceutical and medical device firms in Indonesia. In addition, this study also aims to see the influence of internal factors and mediation factors that could influence the implementation of brand orientation within the firms. This research is a quantitative descriptive design research. With 145 B2B firm respondents, the results show that the entrepreneurial orientation influences firm in implementing brand orientation and marketing capability factor does not show a significant positive effect. In addition, customer value co-creation and brand credibility could be mediating factors that increase the influence of brand orientation on brand performance. Based on these results, it can be suggested for B2B firms that would like to improve their brand performance to start implement the brand orientation in their marketing strategies."

"ABSTRAKSaat ini, terjadi perubahan perilaku konsumen dalam keputusan pembelian merekayang lebih melihat pada persepsi atas brand dibandingkan realita produk tersebut.Hal ini menyebabkan terjadinya perubahan pola pikir dari product-blame menjadibrand-blame. Mengingat persepsi adalah hal yang sangat sensitif dan mudahberubah, maka brand orientation dapat menjadi pilihan strategi perusahaan untukmemenangkan konsumen, kompetisi dan pasar. Berdasarkan hal-hal tersebut,peneliti mengadakan penelitian mengenai brand orientation pada UMKM danpengaruhnya terhadap kinerja keuangan UMKM. Penelitian ini menggunakanmetode SEM. Kesimpulan yang diperoleh pada penelitian ini adalah brandorientation berpengaruh positif terhadap kinerja keuangan UMKM.

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ABSTRACTConsumer behaviour has changed recently. Consumer base their decision ofpurchasing much more on their perception of the brand, other than the productreality. Mindset are shifting from product-blame to brand-blame. Because thenature of perception are very sensitive dan easily change, brand orientation can bestrategic option for company to survive dan win the competition, consumer, andmarket. Therefore, researcher wants to study about brand orientation on MSMEsand it impacts on financial performance on MSMEs. Structural EquationModelling Method was used. The study reveals that brand orientation has positifimpact on financial performance on MSMEs."

"[ABSTRAKPenelitian ini bertujuan untuk mengetahui apakah antecedents internalbrand equity yang dikembangkan oleh Baumgarth dan Schmidt (2010) benarmempengaruhi internal brand equity perusahaan dan mengetahui apakah internalbrand equity dari perspektif karyawan sama dengan customer brand equity dariperspektif konsumen . Sampel penelitian ini adalah karyawan outlet Nike dankonsumen Nike. Partial Least Square digunakan dengan software Wrap PLS 4.0digunakan untuk menganalisis data. Hasil analisis menunjukkan bahwa internalbrand commitment, internal brand knowledge, internal brand involvementberpengaruh terhadap internal brand equity.Sedangkan brand orientation tidak terbukti memiliki pengaruh langsungterhadap internal brand equity, dan brand orientation tidak terbukti mempunyaipengaruh langsung terhadap internal brand knowledge namun melalui internalbrand involvement memiliki pengaruh yang cukup signifikan. Temuan empirislain yang penting dengan menggunakan analisis independent t test tidak terbuktiInternal brand equity dari perspektif karyawan sama dengan customer brandequity dari perspektif konsumen.

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ABSTRACTThis study aims to determine whether antecedents of internal brand equitydeveloped by Baumgarth and Schmidt (2010) and determine whether the internalbrand equity from the perspective of the employee similar with the customerbrand equity from a consumer perspective.The samples of this study is anemployees and consumers of Nike. Partial Least Square used with software WrapPLS 4.0 used to analyze the data. The result show that internal brand commitment,internal brand knowledge, internal brand involvement has a significant impact oninternal brand equity.Where as brand orientation proved to have no direct impact to internalbrand equity, and brand orientation proved to have no direct impact on the internalbrand knowledge but through internal brand involvement has a significant impact.Another important empirical findings using independent t test analysis is notproven Internal brand equity from the perspective of the employee similar withthe customer brand equity from a consumer perspective, This study aims to determine whether antecedents of internal brand equitydeveloped by Baumgarth and Schmidt (2010) and determine whether the internalbrand equity from the perspective of the employee similar with the customerbrand equity from a consumer perspective.The samples of this study is anemployees and consumers of Nike. Partial Least Square used with software WrapPLS 4.0 used to analyze the data. The result show that internal brand commitment,internal brand knowledge, internal brand involvement has a significant impact oninternal brand equity.Where as brand orientation proved to have no direct impact to internalbrand equity, and brand orientation proved to have no direct impact on the internalbrand knowledge but through internal brand involvement has a significant impact.Another important empirical findings using independent t test analysis is notproven Internal brand equity from the perspective of the employee similar withthe customer brand equity from a consumer perspective]"

"Teknologi mengubah perilaku masyarakat dunia hari ini. Penelitian bertujuan untuk menjelaskan hubungan relasi positif antar laten variabel brand orientation, brand knowledge, brand involvement dan brand commitment terhadap brand equity suatu organisasi, dengan kebaharuan variabel di moderasi organization change readiness untuk perusahaan business to business (B2B), khususnya Internet Service Provider (ISP) di negara berkembang. Survei online mengikuti metode purposive sampling kepada 68 responden perusahaan dan dilakukan analisis menggunakan metode Partial Least Square (PLS). Hasil penelitian menunjukkan adanya relasi brand commitment terhadap internal brand equity dengan moderasi organization change readiness namun tidak terbukti adanya hubungan langsung dari internal brand equity dan brand equity.

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Technology changes people behavior in today society globally. Reseach objective is to explain positive relationship between latent variables of brand orientation, brand knowledge, brand involvement, brand commitment to brand equity in organization, by novelty in moderation organization change readiness at business to business (B2B), especially to internet service provider (ISP) in developing country. Online survey uses purposive sampling at 68 company respondents and analysis using Partial Least Square (PLS). Result shows relationship between brand orientation, brand commitment to internal brand equity with moderation organization change readiness, however there is no proof established relationship between internal brand equity and brand equity."

"Teknologi mengubah perilaku masyarakat dunia hari ini. Penelitian bertujuan untuk menjelaskan relasi positif antar laten variabel brand orientation, brand knowledge, brand involvement dan brand commitment terhadap brand equity suatu organisasi, dengan kebaharuan variabel di moderasi organization change readiness untuk perusahaan business to business (B2B), khususnya Internet Service Provider (ISP) di negara berkembang. Survei online mengikuti metode purposive sampling kepada 68 responden perusahaan dan dilakukan analisis menggunakan metode Partial Least Square (PLS). Hasil penelitian menunjukkan adanya relasi brand commitment terhadap internal brand equity dengan moderasi organization change readiness namun tidak terbukti adanya hubungan langsung dari internal brand equity dan brand equity.

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Technology changes people behavior in today society globally. Reseach objective is to explain positive relationship between latent variables of brand orientation, brand knowledge, brand involvement, brand commitment to brand equity in organization, by novelty in moderation organization change readiness at business to business (B2B), especially to internet service provider (ISP) in developing country. Online survey uses purposive sampling at 68 company respondents and analysis using Partial Least Square (PLS). Result shows relationship between brand orientation, brand commitment to internal brand equity with moderation organization change readiness, however there is no proof established relationship between internal brand equity and brand equity. "

"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."

"ABSTRAKPenelitian ini dilakukan untuk menganalisis elemen Bauran Pemasaran yaitu Brand Orientation, Communication Orientation, Product Orientation, Consumption Environment Orientation, Price Orientation, Package Orientation, Sales Interaction Orientation dan Health/Nutrition Conscientious Orientation terhadap Impulse Buying produk Snack Smax Ring Keju. Penelitian ini dilakukan mengingat sungguh banyak sekali produk Makanan Ringan yang beredar di pasar hingga konsumen diperhadapkan pada pilihan yang begitu banyak hingga penelitian ini bertujuan memberikan informasi kepada pemasar perihal faktor-faktor apa saja yang penting untuk mengarahkan konsumen membeli produk tertentu.

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ABSTRACTThis thesis was conducted to analyze elements of Marketing Mix which are Brand Orientation, Communication Orientation, Product Orientation, Consumption Environment Orientation, Price Orientation, Package Orientation, Sales Interaction Orientation dan Health Nutrition Conscientious Orientation on Impulse Buying Snack Product Smax Ring Keju. This thesis was conducted because of many products of snack in the market and makes consument must to choice from many different products, So this thesis intend to give informations to marketers about what important factors to directing consument to buy certain products."