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Abstrak :
This research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and the different level of customer value proposition positively affects brand performance. Price-quality relationship for attribute-based customer value, self-construal for consequences-based customer value and selfregulatory focus as goal-based customer value are used to test this moderating fit relationship. Other findings show that this moderating fit is strongest toward the brand cognitive performance. Finally, the result of this study suggests marketers to incorporate the brand personality design into their positioning statement so that the overall customer value proposition can be developed in a more integrated manner, leading to higher brand performance.

Abstrak :
The positive impact of absorptive capacity (ACAP) on innovation and the positive impact of innovation on competitive advantage have been proven in different research contexts. However, current knowledge on organizational culture that affects ACAP, innovation and competitive advantage as a whole, remains unclear. This article proposes a model to examine how organizational culture (developmental culture and rational culture) affects ACAP, innovation and competitive advantage, directly and indirectly as well. Surveyed data (in Indonesian Banking Industry) shows that both of organizational culture have a direct impact on ACAP. Only developmental culture has a direct impact on innovation. There is no culture type affects competitive advantage directly. In this research, culture affects competitive advantage through ACAP and innovation.

Abstrak :
This article provides the results of an exploratory study that investigated the effect of Capability Lifecycle Path on attaining effective adaptation through innovation. Based on Miles and Snow (1978), an empirical study was conducted to explore whether performing firms are those that indicate consistency within the strategy, process, structure and Capability Lifecycle Path arrangement. The basic premise of this study is adaptability for sustainability, where firms go through adaptation cycles through Business Model Innovation would perform well when they are able to consistently create value and effectively manage adopted business models, or denoted as Business Model Effectiveness. Using data obtained from seven Indonesian firms in various industries, PLS Analysis was conducted to investigate the relationships between Business Strategy, Firm Resource Configuration, Capability Lifecycle Path and Business Model Effectiveness. Findings indicated that Capability Lifecycle Path, or decisions made on the development of capabilities at the mature stage, is an important part of the series of decisions made during adaptation to ensure performance.

Abstrak :
Tujuan dari penelitian tesis ini adalah untuk menganalisis faktor-faktor yang mempengaruhi niat perilaku atau behavioral intention terhadap belanja online yang dibandingkan antara belanja melalui website brand dan online marketplace. Penulis menginisiasi model penelitian yang terintegrasi dimana kepercayaan dan sikap terhadap belanja online menjadi penengah dari pengaruh beberapa faktor seperti relative advantage, eWOM (electronic Word of Mouth), perceived web qualities, dan e-service qualities. Analisis multi group pada kedua channel tersebut dilakukan secara keseluruhan dan terpisah. Analisis ini merupakan penelitian empiris dan menggunakan metode kuantitatif. Model penelitian yang dihipotesiskan diuji menggunakan estimasi partial least square (PLS). Hasil dari penelitian menunjukkan bahwa relative advantage, eWOM, perceived web qualified, dan e-service qualities memiliki pengaruh positif dan signifikan terhadap kepercayaan baik untuk website brand maupun marketplace. Pada kedua channel, variabel relative advantage dan EWOM tidak berpengaruh secara langsung terhadap behavioral intention, namun pada marketplace, perceived web quality dan e-service quality juga tidak berpengaruh secara langsung. ......The purpose of this thesis research is to analyze the behavioral factors that influence the intention towards online shopping that is compared between shopping through brand websites and online marketplace. The researcher initiates an integrated research model in which trust and attitudes towards online shopping mediate the influence of several factors such as relative advantage, eWOM (electronic Word of Mouth), perceived web quality, and electronic service quality. Multigroup analysis on two channels was carried out as a whole and separately. This research is an empirical study and uses quantitative methods. The hypothesized research model was tested using partial least squares (PLS) estimation. The result shows that relative advantage, eWOM, perceived web quality, and electronic service quality have a positive and significant effect on the trust for both brand websites and online marketplace channels. In both channels, the relative advantage and EWOM variables do not have a direct effect on behavioral intention, but in the marketplace, perceived web quality and e-service quality also do not have a direct effect.

Abstrak :
Penelitian ini membahas mengenai pengaruh antecedent commitment, yang terdiri dari informational complexity, position involvement dan volitional choice, perceived value, yang terdiri dari monetary price dan behavioral price, serta brand affect dan brand trust terhadap attitudinal loyalty dan behavioral loyalty dengan adanya moderating effect uncertainty avoidance. Tujuan penelitian ini adalah ingin menguji faktor-faktor yang mempengaruhi loyalitas pelanggan. Hasil penelitian mendukung bahwa tiga antecedent commitment sebagai pembentuk loyalitas, akan tetapi tidak mendukung pengaruh informational complexity terhadap attitudinal loyalty dan behavioral loyalty serta volitional choice terhadap attitudinal loyalty dan behavioral loyalty. Seperti yang dihipotesiskan bahwa brand affect dan brand trust berkontribusi untuk memprediksi loyailitas baik attitudinal loyalty maupun behavioral loyalty. Akan tetapi dari data dalam penelitian ini variabel moderasi uncertainty avoidance hanya memoderasi pengaruh brand trust terhadap loyalitas, sedangkan data tidak mendukung pengaruh brand affect terhadap loyalitas dengan dimoderasi oleh uncertainty avoidance ......This study examines the effect of antecedent commitment, that proxy into variables of informational complexity, position involvement and volitional choice, the effect of perceived value, that proxy into variables of monetary price and behavioral price, and the effect of brand affect and brand trust on loyalty with moderating effect of uncertainty avoidance. The purpose of this study is to describe and analyze factors as forming loyalty. The empirical findings supported the three antecedents of commitment as the determinants of loyalty. But no support was found for the hypothesized relationships between informational complexity and attitudinal loyalty and behavioral loyalty, and also no support for relationships between volitional choice and attitudinal loyalty and behavioral loyalty. As hypothesized, monetary price, behavioral price, brand affect and brand trust contributes to predicting both attitudinal and behavioral loyalty. Contrary to expectations, no support was found for moderating effect of uncertainty avoidance on the effect of brand affect and loyalty construct; while there is effect of uncertainty avoidance on the effect of brand trust and loyalty construct.

Abstrak :
Peneleitian ini bertujuan untuk mengetahui faktor-faktor yang berpengaruh terhadap sikap konsumen terhadap fashion influencer serta pengaruhnya kepada brand attitude dan purchase intention. Penelitian ini menggunakan desain penelitian konklusif deskriptif dengan pengambilan data secara cross-sectional dengan kuesioner online melalui Google Form. Sampel yang digunakan dalam penelitian ini merupakan pengguna TikTok aktif yang berada di rentang usia 18-34 tahun yang mengikuti beberapa fashion influencer di Indonesia serta mengikutinya tidak kurang dari enam bulan. Jumlah responden pada penelitian inii adalah 250 responden. Peneletian ini menggunakan metode Structural Equation Modelling (SEM) dengan aplikasi SmartPLS 3.0. Hasil penelitian ini menunjukkan dampak strategi fashion influencer di TikTok serta faktor yang mempengaruhinya terhadap niat beli dan brand attitude konsumen. ......This research aims to determine the factors that influence consumer attitudes towards fashion influencers and their influence on brand attitudes and purchase intentions. This study uses a descriptive conclusive research design with cross-sectional data collection using online questionnaires via Google Form. The sample used in this research is active TikTok users in the age range of 18-34 years who follow several fashion influencers in Indonesia and follow them for no less than six months. The number of respondents in this study were 250 respondents. This research uses the Structural Equation Modeling (SEM) method with the SmartPLS 3.0 application. The results of this study show the impact of the fashion influencer strategy on TikTok and the factors that influence it on purchase intention and consumer attitudes towards the brand.

Abstrak :
Penelitian ini bertujuan untuk mengetahui karakteristik konsumen dan presentasi produk secara online pada pembelian impulsif produk pakaian pada generasi Z di Tiktok Shop. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan​​ metode Partial Least Square (PLS) yang diolah menggunakan software SmartPLS 3.0. Penelitian ini menguji 180 data yang diperoleh dari pengguna Tiktok usia 17 hingga 27 tahun yang pernah melakukan pembelian produk pakaian di Tiktok Shop dalam waktu enam bulan terakhir. Pengolahan data penelitian ini menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian ini menunjukan bahwa adanya hubungan positif nilai hedonis dan nilai simbolis yang dirasakan dari pakaian terhadap kecenderungan belanja pakaian impulsif, kecenderungan impulsif memiliki pengaruh positif terhadap pembelian impulsif pakaian online. Namun, presentasi pakaian secara online ditemukan tidak memperkuat hubungan positif (atau tidak memiliki efek moderasi) antara kecenderungan pembelian dan pembelian impulsif secara aktual pada produk pakaian. ......This study aims to determine the effect of consumer characteristics and online product presentation on impulse purchases of apparel products by generation Z at Tiktok Shop. This research is a quantitative study using the Partial Least Square (PLS) method which is analyzed using SmartPLS 3.0 software. This study examined 180 data obtained from Tiktok users aged 17 to 27 who have purchased clothing products at Tiktok Shop within the last six months. The data processing of this research used the Structural Equation Modeling (SEM) method. The results of this study indicate that there is a positive relationship of perceived hedonic value and symbolic value of apparel on impulsive apparel shopping tendency, impulsive tendency has a positive influence on impulsive purchase of online apparel. However, online apparel presentation was found not to strengthen the positive relationship (or have no moderating effect) between impulsive shopping tendencies and actual impulse purchases of apparel products.

Abstrak :
The research was conducted with the empirical study of implementing the strategic alliances on a complete learning framework’s dimension: relationship capital, surfacing, joint learning structures, and knowledge acquisition. As a result, strategic alliances create dynamic learning, integration, and reconfiguration capabilities to achieve strategic alliance performance. In addition, this research also studies mediation's function on dynamic capability to strategic alliance performance. The result answered the research problem in this research: the high failure rate of strategic alliance implementation in the partial learning framework. The research uses the quantitative method. The interview was conducted as an additional explanatory function. ......Penelitian dilakukan dengan studi empiris penerapan aliansi strategis pada dimensi kerangka pembelajaran lengkap: modal hubungan, permukaan, struktur pembelajaran bersama, dan perolehan pengetahuan. Hasilnya, aliansi strategis menciptakan pembelajaran dinamis, integrasi, dan kemampuan konfigurasi ulang untuk mencapai kinerja aliansi strategis. Selain itu, penelitian ini juga mengkaji fungsi mediasi pada kapabilitas dinamis terhadap kinerja aliansi strategis. Hasil tersebut menjawab permasalahan penelitian dalam penelitian ini: tingginya tingkat kegagalan implementasi aliansi strategis pada kerangka pembelajaran parsial. Penelitian ini menggunakan metode kuantitatif. Wawancara dilakukan sebagai fungsi penjelasan tambahan.

Abstrak :
Penelitian ini bertujuan untuk mengetahui apakah dimensi respon kognitif, yang terdiri dari product/message thought, source-oriented thought, dan ad execution thought, memiliki pengaruh terhadap purchase intention dengan attitude toward ads, frequency of clicking ads, dan ads recall sebagai variabel mediasi. Penelitian ini hanya mengukur keefektivitasan iklan internet berjenis banner ads secara umum di Indonesia. Sampel penelitian ini adalah pengguna internet berkewarganegaraan Indonesia yang berusia di atas 18 tahun, sejumlah 167 orang. Pengolahan data dilakukan menggunakan metode Structural Equation Modelling (SEM) dengan software LISREL 8.70. Sebagian besar hipotesis pada penelitian ini terbukti sesuai dengan penelitian sebelumnya bahwa keefektivitasan internet advertising ditunjukkan dan adanya keinginan pembelian (purchase intention) dan didukung oleh sikap pengguna internet terhadap iklan (attitude toward ads) dan frekuensi mengklik iklan (frequency of clicking ads). Sebaliknya, hasil analisis menunjukkan bahwa beberapa hubungan tidak terbukti signifikan adalah product/message thought dengan frequency of clicking ads, source-oriented thought dengan attitude toward ads, serta ads recall dengan purchase intention. Dari hasil pengolahan data pada penelitian ini juga terlihat hubungan antara product/message thought dengan attitude toward ads, ad execution thought dengan frequency of clicking ads,frequency of clicking ads dengan ads recall, dan attitude toward ads dengan purchase intention memiliki hubungan positif yang paling kuat di antara hubungan antar variabel laten yang setara lainnya. ......This study aims to determine whether the cognitive response’s dimensions, which consists of the product / message thought, source-oriented thought, and ad execution thought, having an influence on purchase intention by attitude toward ads, frequency of clicking ads, and ads recall as mediating variables. This study only measures the effectiveness of internet advertising in general manifold banner ads in Indonesia. The sample was an Indonesian internet users over the age of 18 years, a number of 167 respondents. Data processing was performed using Structural Equation Modeling (SEM) with LISREL 8.70 software. Most of the hypotheses in this study are proved in accordance with previous studies that demonstrated the effectiveness of internet advertising and intent to purchase (purchase intention) and supported by internet users’ attitudes towards advertising and frequency of clicking ads. In contrast, the analysis shows that some significant effects were not proven which are product / message thought to the frequency of clicking ads, source-oriented thought to the attitude toward ads, and ads recall to purchase intention. From the data processing in this study, also can be seen that effect between product / message thought to attitude toward ads, ad-execution thought to frequency of clicking ads, frequency of clicking ads to ads recall, and attitude toward ads to purchase intention which had the strongest positive effects among latent variables.

Abstrak :
Tesis ini membahas mengenai pengaruh citra sebuah klub sepak bola di mata suporter. Layaknya sebuah brand, klub memiliki customer yang loyal dengan melakukan kontribusi nyata terhadap aktivitas klub itu sendiri. Fenomena ikatan suporter terhadap klub berdampak tidak hanya terhadap rasa emosional, namun juga tingkah laku yang bisa mendatangkan keuntungan bagi klub itu sendiri sebagai sebuah perusahaan. Penelitian ini dilakukan secara kuantitatif dengan menguji dimensi dari brand image ke dalam model yang dibangun berdasarkan penelitian sebelumnya di Jerman oleh Bauer, Stokburger-Sauer & Exler (2008). Dengan menggunakan Persija Jakarta sebagai salah satu klub yang memiliki basis suporter terbesar di Indonesia yaitu Jakmania, penelitian ini bertujuan untuk menjelaskan hubungan antar klub dengan suporter. Hasil penelitian dalam model antara brand image dan fan loyalty ini ditemukan bahwa asosiasi merek melalui atribut produk klub, non-atribut produk klub, brand benefit dan brand attitude berpengaruh terhadap loyalitas suporter, baik melalui komitmen maupun tindakan melalui Structural Equation Modeling. Diharapkan dengan temuan ini, Persija Jakarta bisa menjadi klub profesional yang mengenal kebutuhan customer yaitu Jakmania. ......This thesis highlights the importance of brand image for fan loyalty in football club in Indonesia. As a brand, a football club has its loyal customers that contribute for the club’s business activities. The attachment of fans into a club affect in emotional feeling and the behavioral loyalty that can make profit for the club as a company. This research use quantitative research that examines brand image dimensions into a model based on previous research by Bauer, Stokburger-Sauer & Exler (2008). Using Persija as one of the largest fan-based in Indonesia that called Jakmania, this research explains the relationships between a football club and its supporters. Relationships among the brand image dimensions; product attributes, non-product attributes, brand benefit and brand attitude; and fan loyalty are confirmed via structural equation modeling. The result of this study will help Persija Jakarta to be a professional club that recognizes its customer, Jakmania.