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"Tesis ini membahas hubungan coolness dan citra merek terhadap preferensi merek, studi pada ponsel pintar iPhone. Penelitian ini adalah penelitian kuantitatif dengan desain eksplanatif, responden mahasiswa pascasarjana komunikasi Universitas Indonesia, berjumlah 163 orang. Metode analisa data dilakukan dengan analisa statistik deskriptif dan analisa regresi berganda untuk membuktikan hipotesa dalam penelitian ini. Hasil penelitian menunjukkan coolness dan citra merek memiliki pengaruh yang signifikan dan positif terhadap pembentukan preferensi merek ponsel pintar.

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This thesis disscusses about relationship between coolness and brand image toward brand preference. This research use quantitative explanatory design, the respondents are communication college student of University Indonesia, total respondents 163. Data analysis method are descriptive statistical analysis and regression to prove hypothesizing in this research. Results from this research are: coolness and brand image have significant and positive effect toward formation of brand preference of smartphone."

"[ABSTRAKDewasa ini, marak kita temui istilah lovers dan haters. Istilah itu munculakibat adanya hubungan antara merek dan konsumen. Hubungan atau relasi yangkuat di antara konsumen dan merek berkembang menjadi cinta pada merek.Penelitian mengenai kecintaan pada merek mulai berkembang, dari antesedenhingga outcomes-nya. Penelitian ini menjelaskan adanya pengaruh dari relasi merekkonsumen terhadap intensi pembelian ulang dan buah bibir dalam kategori produkutilitarian (smartphone) dan hedonis (softdrink).Dalam penelitian ini, penulis menggunakan analisis structural equationmodeling atau SEM dengan piranti lunak AMOS 22. Kuesioner disebar pada 213responden dari kategori produk smartphone dan 220 responden dari kategoriproduk softdrink. Hasil dari penelitian terdapat perbedaan antara relasi merekdengan outcomes-nya pada dua kategori produk yang diuji. Pada kategori produksmartphone, cinta pada merek tidak mempengaruhi intensi pembelian ulang, tetapimempengaruhi penyebaran buah bibir positif oleh konsumen terhadap produk.Sedangkan, pada kategori produk soft drink, preferensi merek tidak mempengaruhiintensi pembelian ulang, dan konsumen yang memiliki intensi pembelian ulangtidak mempengaruhi terciptanya buah bibir suatu merek oleh konsumen.

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ABSTRACTToday, we have come across the term lovers and haters. The term thatemerged as a result of the relationship between brands and consumers. Strongrelationship between consumer and brand is growing into a term called brand love.Therefore, research on brand love began from its antecedents to outcomes. In thisresearch describes the influence of consumer brand relation to the repurchaseintention and positive word-of-mouth in the category of utilitarian products(smartphones) and hedonic (soft drinks).In this research, the authors used structural equation modeling analysis orSEM with AMOS 22. The questionnaire was distributed to 213 respondents fromsmartphone product category and 220 respondents from soft drink product category.As the results of the study, there is a significance difference between brandrelationship with its outcomes on two product categories tested. Brand love did notaffect repurchase intention, but positively affect word-of-mouth on smartphoneproduct category. Meanwhile, the result of soft drink product category, brandpreference does not affect repurchase intentions, and consumers who wants torepurchase the product does not intend to spread word-of-mouth about the product, Today, we have come across the term “lovers and haters”. The term thatemerged as a result of the relationship between brands and consumers. Strongrelationship between consumer and brand is growing into a term called brand love.Therefore, research on brand love began from its antecedents to outcomes. In thisresearch describes the influence of consumer brand relation to the repurchaseintention and positive word-of-mouth in the category of utilitarian products(smartphones) and hedonic (soft drinks).In this research, the authors used structural equation modeling analysis orSEM with AMOS 22. The questionnaire was distributed to 213 respondents fromsmartphone product category and 220 respondents from soft drink product category.As the results of the study, there is a significance difference between brandrelationship with its outcomes on two product categories tested. Brand love did notaffect repurchase intention, but positively affect word-of-mouth on smartphoneproduct category. Meanwhile, the result of soft drink product category, brandpreference does not affect repurchase intentions, and consumers who wants torepurchase the product does not intend to spread word-of-mouth about the product]"

"Penelitian ini berfokus pada pengaruh persepsi kepribadian merek terhadap preferensi merek, sikap loyalitas merek, dan perilaku word-of-mouth pada restoran Pizza Hut. Penelitian ini melibatkan 210 responden yang meliputi wilayah Jakarta, Bogor, Depok, Tangerang, dan Bekasi. Pengolahan data dalam penelitian ini menggunakan Structural Equation Modeling dengan program Lisrel 8.51.Hasil penelitian ini menunjukkan bahwa persepsi kepribadian merek pada Pizza Hut yang diukur melalui lima dimensi kepribadian merek, yakni sincerity, excitement, competence, sophistication, dan ruggedness, memiliki pengaruh yang positif terhadap preferensi merek, sikap loyalitas merek, serta perilaku word-of-mouth.Penelitian ini menunjukkan bahwa semakin baik persepsi konsumen terhadap kepribadian merek Pizza Hut, maka semakin konsumen memilih Pizza Hut sebagai merek pilihan mereka serta bersikap setia, dan pada akhirnya konsumen cenderung untuk merekomendasikan dan menyampaikan hal-hal yang positif tentang merek Pizza Hut.

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This research is focused on the effects of brand personality perceptions toward brand preference, attitudinal brand loyalty, and word-of-mouth behavior at Pizza Hut restaurant. The study involved 210 respondents covering Jakarta, Bogor, Depok, Tangerang, and Bekasi. Data processing in this study uses Structural Equation Modeling with LISREL program 8.51.

The results of this study indicate that the perception of the brand personality at Pizza Hut as measured by the five dimensions of brand personality, that is sincerity, excitement, competence, sophistication and ruggedness, has a positive influence on brand preference, attitudinal brand loyalty, and word-of-mouth behavior.

This study shows that the better the consumer perceptions of Pizza Hut brand personality, the more consumers choose Pizza Hut as their preferred brand and be loyal, and ultimately consumers tend to recommend and deliver positive information about Pizza Hut."

"[ABSTRAKbrSkripsi ini membahas tentang pengaruh citra perusahaan induk, citra perusahaancabang di negara lain, dan perceived consumer image dari majalah Cosmopolitanterhadap pemilihan produk yang dilakukan oleh konsumen. Di dalam variabelcitra perusahaan induk, citra perusahaan cabang di negara lain, dan perceivedconsumer image terdapat indikator-indikator yang berujung pada pemilihanproduk majalah Cosmopolitan oleh konsumen. Penelitian ini menghasilkankesimpulan bahwa citra perusahaan induk dan citra perusahaan cabang di negaralain tidak berpengaruh secara langsung dalam pemilihan produk yang dilakukanoleh konsumen, namun perceived consumer image merupakan faktor yangberpengaruh secara signifikan pada pemilihan produk oleh konsumen. Padapenelitian ini juga terdapat implikasi manajerial serta saran bagi penelitianselanjutnya.;This study discusses the influence of firm?s home business unit image, firm?sforeign business unit image, and perceived consumer image of Cosmopolitanmagazine for consumer?s product choices. In the firm?s home business unit image,firm?s foreign business unit image, and perceived consumer image variables,there are indicators that led to the consumer?s product choices on Cosmopolitanmagazine. This research resulted in the conclusion that the firm?s home businessunit image and firm?s foreign business unit image have no direct influence in theconsumer?s product choices, but perceived consumer image is a factor whichsignificantly influence the consumer?s product choices. In this study, there arealso managerial implications and suggestions for further research.;This study discusses the influence of firm?s home business unit image, firm?sforeign business unit image, and perceived consumer image of Cosmopolitanmagazine for consumer?s product choices. In the firm?s home business unit image,firm?s foreign business unit image, and perceived consumer image variables,there are indicators that led to the consumer?s product choices on Cosmopolitanmagazine. This research resulted in the conclusion that the firm?s home businessunit image and firm?s foreign business unit image have no direct influence in theconsumer?s product choices, but perceived consumer image is a factor whichsignificantly influence the consumer?s product choices. In this study, there arealso managerial implications and suggestions for further research., This study discusses the influence of firm’s home business unit image, firm’sforeign business unit image, and perceived consumer image of Cosmopolitanmagazine for consumer’s product choices. In the firm’s home business unit image,firm’s foreign business unit image, and perceived consumer image variables,there are indicators that led to the consumer’s product choices on Cosmopolitanmagazine. This research resulted in the conclusion that the firm’s home businessunit image and firm’s foreign business unit image have no direct influence in theconsumer’s product choices, but perceived consumer image is a factor whichsignificantly influence the consumer’s product choices. In this study, there arealso managerial implications and suggestions for further research.]"