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Abstrak :
Pariwisata merupakan kebutuhan hidup manusia dimana manusia perlu berpergian keluar dari tempat tinggalnya. Hadirnya media sosial dan social media influencer orang yang berpengaruh di media sosial pada era digital ini telah mengubah metode pemasaran pariwisata menjadi lebih masif dan efektif. Penelitian ini membahas tentang unggahan Dorippu di media sosial yang bertema perjalanan wisata serta pengaruhnya terhadap minat pengikut Dorippu di media sosial untuk berwisata ke Jepang. Hal tersebut secara langsung menjadikan Dorippu sebagai agen promosi pariwisata Jepang melalui media sosial. Metode penelitian yang digunakan adalah uji sampel melalui survei dengan tujuan untuk mengetahui respons pengikut terhadap unggahan Dorippu. Kunci keberhasilan promosi pariwisata Jepang terletak pada kekuatan personal brand Dorippu sehinga mampu mempengaruhi pengikutnya. Peluang tersebut dimanfaatkan oleh pihak pemasar pariwisata Jepang untuk menerapkan metode pemasaran melalui media sosial dengan cara menjadikan Dorippu sebagai endorser. Penelitian ini menemukan bahwa kuatnya personal brand Dorippu berhasil memunculkan keinginan pengikutnya di media sosial untuk berwisata ke Jepang serta informasi yang disampaikan melalui unggahannya menjadi sumber informasi wisata Jepang yang dapat diandalkan oleh calon wisatawan yang ingin berkunjung ke Jepang. ...... Tourism is a necessity of human life that humans need to travel out of their homes. The presence of social media and social media influencers digital influential people in this digital era has changed the method of tourism marketing to become more massive and effective. This study discusses about Dorippu rsquo s post on social media that influence her followers to travel to Japan. It directly makes Dorippu a promotional agent of Japan tourism through social media. The research method is using sample test through survey with the aim to know the Dorippus followers response to Dorippus post. The success key of Japan tourism promotion lies in the strength of the Dorippus personal brand that has power to influence her followers. This opportunity is utilized by the Japan tourism marketers to apply marketing methods through social media by making Dorippu as an endorser. The research finds that Dorippus personal brand power has succeeded in raising the desire of her followers in social media to travel to Japan as well as the information conveyed through her post into a reliable source of Japanese tourist information by would be tourists who want to visit Japan.

Abstrak :
ABSTRAK
Penelitian ini bertujuan untuk menganalisa krisis komunikasi yang digunakan oleh Logan Paul, seorang pencipta konten di YouTube dan juga performa personal brand -nya, terkait terjadinya kontroversi penemuan jenazah bunuh diri di hutan Aokigahara, Jepang, pada 31 Desember 2017. Penelitian dilakukan dengan pendekatan mixed method dimana dengan metode kuantitatif, komen yang terdapat pada 2 video, yaitu video pada tanggal 14 Desember 2017 dan 18 April 2018, diambil menggunakan software OpenRefine dan Leximancer untuk menganalisa kebiasaan penonton Logan Paul. Data yang didapat kemudian dibahas secara kualitatif pada bagian diskusi. Penelitian ini menemukan bahwa krisis komunikasi yang diterapkan Logan Paul adalah aksi penghapusan video dan beberapa bentuk permohonan maaf yang dilakukan di tahapan krisis yang berbeda. Berdasarkan data, juga telah ditemukan bahwa penonton Logan Paul tidak menunjukan perilaku yang berbeda setelah konflik terjadi, mengindikasikan personal brand yang kuat. Logan juga dapat mengasosiasikan dirinya, mengerti keadaan pasar, dan mampu menyadarkan orang akan keberadaannya. Namun, menurut website Social Blade yang menganalisa performa YouTuber, Logan belum bisa menjadi pemimpin pasarnya.

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ABSTRACT
This research is aim to analyse the crisis communication phases as well as the personal brand performance that a content creator on YouTube, Logan Paul, applied during his recent controversy that involving a discovery of a dead body in Aokigahara forest, Japan, on 31 st of December 2017. With mixed method as an approach, the research use quantitative method to obtain data through the software OpenRefine and Leximancer by scrapping comment on Logan s 2 videos that uploaded before and after the controversy, 14 th of December 2017 and 18 th of April 2018. The data then will be analysed qualitatively in the discussion part. This research had found that through the crisis communication phases, Logan Paul took some actions such deleting his controversial video, and apologizing each on a different phase of crisis. Based on the data, this research discovered that Logan Paul audience s behaviour still stay the same after the controversy which indicate a strong personal brand. Logan also associating his personal branding very well within the community, understand the market condition, and able to attract awareness upon his name. However, according to Social Blade, a website that purposely do analyses on YouTuber performance, Logan has not become a leader in his market.

Abstrak :
Dalam perkembangan ilmu komunikasi, fenomena personal brand kian mencuat sebagai suatu hal yang penting untuk diperhatikan oleh perusahaan dalam memperkuat corporate identity-nya. Menyikapi hal ini, Mustika Ratu merancang brand strategy dengan memanfaatkan personal branding Mooryati Soedibyo selaku pendirinya. Namun dalam perjalanannya hal ini tidak memberikan dampak yang maksimal terhadap daya saing terhadap kompetitor. Penelitian dilakukan dengan metode kualitatif deskriptif dengan tujuan untuk menganalisa lebih dalam penyebab tidak maksimalnya pemanfaatan personal brand Mooryati Soedibyo pada brand strategy Mustika Ratu dikaitkan dengan brand communication yang dirancang oleh manajemen. Data diperoleh dengan observasi dan wawancara mendalam kepada responden. Hasil penelitian menunjukan bahwa dalam penyusunan brand strategy, manajemen tidak merancang integrated marketing communication yang matang sehingga unsur brand communication dalam brand strategy Mustika Ratu tidak berdapak maksimal.

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Nowadays, personal brand become a phenomenon increasingly sticking as an important thing to be considered by the company to strengthen its corporate identity. Mustika Ratu respond the situation by designing brand strategy in order to strengthen its corporate identity by utilizing personal branding the founder. As time goes by, the strategy doesn?t impactful in term of competitiveness against competitors. The study was conducted with descriptive qualitative method to analyze the reason of ineffectiveness personal brand of Mooryati Soedibyo on brand strategy of Mustika Ratu associated with brand communication that is designed by management. Data obtained by observation and depth interviews with respondents. The results showed that in the formulation phase, management is not designing a proper integrated marketing communication as part of brand communication. That?s makes brand strategy doesn?t work and gives maximum impact to the company.

Abstrak :
Tesis ini membahas perjalanan transformasi PT. Bostonprice Asia dari perusahaan perorangan menuju perusahaan dengan corporate brand yang baik. Pembahasannya dari model perubahan, urgensi pendorong, dan proses transformasinya. Peneliti menggunakan pendekatan penelitian kualitatif studi kasus. Hasil penelitian menyarankan perusahaan perlu menanamkan dan menumbuhkan kesadaran semua orang untuk berubah lebih mendalam lagi sehingga hasil transformasi bisa lebih maksimal; model transformasi PT. Bostonprice Asia diupayakan bisa menjadikan branding perusahaan yang bagus dengan tanpa menyampingkan personal branding pemilik perusahaan sebagai salah satu sumber daya saing perusahaan; perusahaan perlu merumuskan nilai yang berkembang dalam buku dokumentasi agar perubahan terjaga dan menjadi budaya perusahaan. ......This thesis discusses the transformation journey of PT. Bostonprice Asia from personal company to good corporate brand company. The discussion is about the change model, the driving urgency, and the transformation process. Researcher used a qualitative research with case study approach. The results suggest the company to emphasize and build strong sense to change to all people so that the transformation output can be more maximized The transformation model of PT. Bostonprice Asia is attempted to make a great corporate branding without leaving the personal branding of the company owner as one of competitive advantage resources The company needs to formulate the growing value in a book documentation to keep the change and to become company culture.

Abstrak :
ABSTRAK Tesis ini menganalisis mengenai bagaimana trustworthiness dan perceived quality dari pendengar atau jamaah Aa Gym, setelah kebangkitan Aa Gym dari kasus yang dihadapinya pada tahun 2006, terhadap personal brand credibility dari Aa Gym. Begitu juga dengan pengaruh dari personal brand credibility Aa Gym terhadap customer loyalty dari para pendengar jamaahnya, serta peran dari religious orientation. Model dalam penelitian ini direplikasi dari jurnal ?Brand Credibility, Customer Loyalty, and The Role of Religious Orientation? yang diterbitkan Emerald Group Publishing tahun 2012. Terdapat 9 hipotesis yang diuji. Berdasarkan 200 responden dengan populasi usia minimal 18 tahun, peneliti menemukan bahwa trustworthiness berpengaruh positif terhadap personal brand credibility dan customer loyalty, begitu juga dengan personal brand credibility terhadap customer loyalty. Di sisi lain perceived quality tidak memiliki pengaruh positif baik terhadap personal brand credibility maupun customer loyalty. Religious orientation juga berperan terhadap hubungan trustworthiness-personal brand credibility dan personal brand credibility-customer loyalty, namun tidak memiliki peran positif terhadap hubungan perceived quality-personal brand credibility.

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ABSTRACT This thesis studied on how trustworthiness and perceived quality the audience of Aa Gym, after his resurrection from his downturn in 2006,to the personal brand credibility of Aa Gym. As well as the influence of Aa Gym?s personal brand credibility to the customer loyalty from his audience, then the role of religious orientation. Models in this study is replicated from the journal ?Personal brand credibility, Customer Loyalty, and The Role of Religious Orientation" which published by Emerald Group Publishing in 2012. There are 9 hypotheses were tested. Based on 200 respondents with a population of at least 18 years of age, the researchers found that the trustworthiness of a positive effect on personal brand credibility and customer loyalty, as well as the personal brand credibility on customer loyalty. On the other hand perceived quality does not have a positive impact either to personal brand credibility or customer loyalty. Religious orientation also has positive impacts to the relationship of trustworthiness-personal brand credibility and personal brand credibility-customer loyalty . But it doesn?t have a positive impact to the relationship of perceived quality-personal brand credibility.

Abstrak :
Komersialisasi dan konsumsi berbagai produk olahraga semakin meningkat dengan berkembangnya jaman, termasuk di Indonesia. Aksi atlet/tim di lapangan banyak dinantikan, karena kemanfaatannya bagi konsumen, seperti untuk hiburan, sarana afiliasi, dan untuk pergaulan. Kesetiaan konsumen terhadap produk atlet profesional berupa aksi di lapangan pun sangat penting untuk keberlangsungannya. Penelitian ini membuktikan hipotesis bahwa brand loyalty pada atlet profesional sangat dipengaruhi oleh asosiasi yang tercipta atas brand tersebut. Guna mendorong kesetiaan konsumen yang sukarela mengalokasikan waktu dan uangnya terhadap sebuah brand atlet, brand associations harus ditingkatkan setinggi-tingginya.

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The commercialization and consumption of various sport products are increasing as the era has moving in nature, including in Indonesia. Actions of athletes or teams in the arena were being awaited by many of spectators, because of its benefit for them. For examples are entertainment, affiliation, and social reason. Consumer loyalty to professional athlete?s product in form of action in the arena is important for their sustainability. This research has proved the hypotheses that brand loyalty to a professional athlete were significantly influenced by its brand associations. So is to the case, it is important to gain consumer loyalty which is willingly allocated their time and money to an athlete brand, by developing as much positive brand associations of the athlete.