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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 :
Dalam satu dekade terakhir, sisi gelap dari permasalahan perilaku konsumen mulai bermunculan, salah satunya adalah perilaku compulsive buying. Self-congruence dan brand attachment merupakan salah satu pendorong timbulnya perilaku konsumen tersebut. Fenomena ini juga terjadi pada salah satu merek fashion ternama, yakni Uniqlo. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh self-congruence terhadap compulsive buying melalui brand attachment sebagai mediasi pada konsumen Uniqlo di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif. Populasi target dalam penelitian ini adalah konsumen Uniqlo yang berdomisili di Jabodetabek. Pengumpulan data dilakukan dengan menggunakan instrumen kuesioner yang disebarkan secara daring. Ukuran sampel yang ditentukan untuk penelitian ini adalah 130 sampel. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis regresi sederhana dan regresi berganda dengan software SPSS. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh self- congruence terhadap compulsive buying melalui brand attachment sebagai mediasi pada konsumen Uniqlo di Jabodetabek. Persepsi konsumen tentang kesesuaian antara konsep diri (aktual atau ideal) berdampak positif pada keterikatan merek, yang mengarah pada perilaku pembelian kompulsif. ......In the last decade, the dark side of consumer behavior problems began to emerge, such as compulsive buying behavior. Self-congruence and brand attachment are the drivers of this consumer behavior. This phenomenon also occurs in one of the well-known fashion brands, namely Uniqlo. The purpose of this study is to analyze the effect of self-congruence towards compulsive buying through brand attachment as mediation on Uniqlo consumers in Jabodetabek. This study uses a quantitative approach. The target population of this study is Uniqlo consumers who live in Jabodetabek. Data collection was carried out using a questionnaire instrument which was distributed online. The sample size determined for this study was 130 samples. Simple regression analysis and multiple regression analysis with SPSS software are used for data analysis. The results showed that there is an effect of self-congruence towards compulsive buying through brand attachment on Uniqlo consumers in Jabodetabek. Consumers' perceptions about the fit between self-concepts (actual or ideal) positively impacted brand attachment, which led to compulsive buying behavior.

Abstrak :
Kemajuan teknologi yang terus meningkat dapat dimanfaatkan oleh berbagai industri yang kemudian dimanfaatkan untuk meningkatkan hubungannya dengan konsumen serta menjangkau lebih banyak potensi pasar, salah satunya oleh industri kecantikan. Dalam konteks ini, kemajuan media sosial menawarkan peluang yang lebih besar untuk melibatkan konsumen, sehingga engagement sering digunakan untuk menjelaskan motivasi yang dimiliki serta kesesuaiannya dengan pribadi konsumen saat terhubung dengan saluran media atau brand tertentu. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh customer engagement terhadap co-creation, customer trust, customer retention melalui self-congruence sebagai mediasi pada pengikut TikTok Somethinc di DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data kuantitatif menggunakan kuesioner. Sampel dalam penelitian ini sebanyak 165 responden dengan teknik non-probability jenis purposive sampling. Data diolah menggunakan software SmartPLS 4. Hasil penelitian menunjukkan bahwa terdapat hubungan positif signifikan antara customer engagement terhadap co-creation, customer trust, customer retention dalam konteks media sosial. Lebih lanjut, terdapat pengaruh positif signifikan pada hubungan customer engagement terhadap co-creation, customer trust, customer retention melalui self-congruence sebagai mediasi. Mengingat teknologi akan terus meningkatkan kompleksitas dan kecepatan bisnis, marketer perlu mengeksplorasi lebih banyak kemungkinan variabel hasil dalam konteks aplikasi mobile maupun media sosial dengan wawancara secara mendalam. ......Increasing technological advancements can be utilised by various industries to improve their relationship with consumers and reach more potential markets, including the beauty industry. In this context, advances in social media offer greater opportunities to engage consumers, so engagement is often used to explain the motivations that consumers have and how they fit into their personalities when connecting with certain media channels or brands. Therefore, this study aims to analyse the effect of customer engagement on co-creation, customer trust, customer retention through self-congruence as mediation for TikTok Somethinc followers in DKI Jakarta. This research uses a quantitative approach with quantitative data collection techniques using a questionnaire. The sample in this study were 165 respondents with non-probability purposive sampling technique. The results showed that there is a significant positive relationship between customer engagement on co-creation, customer trust, customer retention in the context of social media. Furthermore, there is a significant positive effect on the relationship of customer engagement to co-creation, customer trust, customer retention through self-congruence as mediation. Given that technology will continue to increase the complexity and speed of business, marketers need to explore more possible outcome variables in the context of mobile applications and social media with in-depth interviews.

Abstrak :
Kecocokan seorang konsumen dengan suatu merek dapat mendorong keterikatan konsumen dengan merek tersebut, yang kemudian mengarahkan pada beberapa perilaku konsumen. Skripsi ini membahas tentang peran dari ideal self-congruence terhadap emotional brand attachment, compulsive buying, brand loyalty, dan external trash-talking. Selanjutnya, skripsi ini juga membahas peran dari emotional brand attachment terhadap beberapa perilaku konsumen yang terdiri dari compulsive buying, brand loyalty, dan external trash-talking dengan objek penelitian pada produk-produk fashion. Penelitian ini menggunakan desain penelitian conclusive-descriptive dan single-cross sectional. Kriteria responden adalah pria dan wanita dengan usia 17 tahun ke atas yang memiliki satu atau beberapa merek fashion favorit dan pernah melakukan pembelian produk dari merek favoritnya dalam satu tahun terakhir. Kuesioner disebarkan melalui google form, dengan total 208 responden yang didapatkan, dan pengolahan datanya dilakukan dengan Structural Equation Modeling (SEM) menggunakan software Lisrel 8.51. Hasil penelitian menunjukkan bahwa ideal self-congruence mempengaruhi emotional brand attachment dan brand loyalty, tetapi tidak mempengaruhi compulsive buying dan external trash-talking secara langsung. Selain itu, dari hasil penelitian juga didapatkan bahwa emotional brand attachment berpengaruh positif terhadap compulsive buying, brand loyalty, dan external trash-talking. ......The congruence of a consumer with a brand can encourage consumers engagement with the brand, which then leads to some consumer behavior. This study discusses the role of ideal self-congruence on emotional brand attachment, brand loyalty, compulsive buying, and external trash-talking. Furthermore, this study also discusses the role of emotional brand attachment on several consumer behaviors such as compulsive buying, brand loyalty, and external trash-talking with fashion products as the object of research. This study used conclusive-descriptive and single-cross sectional research designs. The criteria of respondents were men and women aged 17 years and over who has one or several favorite fashion brands and had purchased products from their favorite brands in the past year. The questionnaire was distributed through google form, with a total of 208 respondents obtained, and the data processing was done by using Structural Equation Modeling (SEM) with Lisrel 8.51 software. The results showed that ideal self-congruence affects emotional brand attachments and brand loyalty but does not directly affect compulsive buying and external trash-talking. In addition, the study also found that emotional brand attachment has a positive effect on compulsive buying, brand loyalty, and external trash-talking.

Abstrak :
Penelitian ini bertujuan melihat pengaruh brand love, brand sacredness, dan brand fidelity terhadap word of mouth Pepsodent Siwak, dengan mengadopsi model penelitian terdahulu yang meksplorasi peran jangka panjang dari brand love, brand sacredness, dan brand fidelity terhadap word of mouth Pepsodent Siwak. Pengambilan data menerapkan metode judgemental sampling dengan jumlah responden 339 individu dari seluruh Indonesia yang kemudian dianalisis dengan Partial Least Squares - Structural Equation Model (PLS-SEM). Hasil Penelitian terhadap 339 responden menunjukan bahwa brand love, brand sacredness, dan brand fidelity secara positif dan signifikan mempengaruhi word of mouth Pepsodent Siwak. ......The purpose of this research is to see the influence of brand love, brand sacredness, brand fidelity toward word of mouth Pepsodent Siwak, by adopting previous research models that explore the long-term role from brand love, brand sacredness, brand fidelity toward word of mouth Pepsodent Siwak. Data collection applied judgmental sampling method with 339 individual respondents from all over Indonesia which were then analyzed using Partial Least Squares - Structural Equation Model (PLS-SEM). The results of the study on 339 respondents showed that brand love, brand sacredness, and brand fidelity positively and significantly influence word of mouth Pepsodent Siwak.

Abstrak :
ABSTRACT
Skripsi ini menguji kesesuaian brand personality dengan actual dan ideal self self-congruence konsumen terhadap pembentukan emotional brand attachment, yang juga dipengaruhi oleh product involvement, self-esteem, dan public self-consciousness sebegai variabel moderator. Penelitian ini juga meneliti perbedaan pengaruh independen variabel terhadap emotional brand attachment merek yang bersifat fungsional dan simbolis. Tujuan dari pengujian ini adalah untuk memahami dampak relatif actual self dan ideal self konsumen terhadap emotional brand attachment. Untuk memenuhi tujuan tersebut, penelitian ini menggunakan metode kuantitatif untuk menganalisis pengaruh dan kekuatan actual dan ideal self-congruence terhadap emotional brand attachment, serta pengaruh variabel moderator pada hubungan tersebut. Hasil penelitian menunjukkan bahwa pada level individu, product involvement, self-esteem, dan public self-consciousness dapat meningkatkan self-congruence yang dilakukan konsumen terhadap emotional brand attachment.

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ABSTRACT
This thesis tests consumers 39 actual and ideal self congruence in the construction of emotional brand attachment, which also influenced by product involvement, self esteem, and public self consciousness as moderating variables. This thesis also seeks the difference of impact of the independent variables to the dependent variables, based on the product rsquo s functional or symbolic nature. The goal of this testing is to understand the relative impact of the consumer rsquo s actual and ideal self for their emotional brand attachment. To achieve that, this thesis uses quantitative method to analyze the influence and strength between actual and ideal self congruence and emotional brand attachment, including the influence that the moderating variables have over the main variable rsquo relationship in this research. The outcome of this testing shows that, on individual level, product involvement, self esteem, and public self consciousness increases the consumers rsquo self congruence, therefore simultaneously increasing emotional brand attachment.