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"Seiring dengan berkembangnya komunikasi, berkembang pula lah berbagai hal yang mendukung lajunya arus komunikasi dan hal yang berhubungan dengannya. Salah satunya yaitu kebutuhan dalam mendapatkan informasi. Kebutuhan ini kemudian bisa dipenuhi lewat produk kartu GSM. Lewat kartu GSM orang bisa berkomunikasi dan bertukar informasi dengan lebih mudah daripada fasilitas komunikasi lainnya. Sebagai penyedia layanan komunikasi yang terintegrasi, Indosat kemudian mengeluarkan kartu GSM bersaing dengan penyedia layanan yang bermain sebelumnya yaitu Telkomsel. Sebelumnya Indosat lebih dikenal dalam mengeluarkan produk sambungan langsung internasional dan cukup terpercaya sebagai penyedia jasa tersebut. Tetapi Mentari dinilai sukses dilihat dari perhitungan pendapatan serta jumlah pelanggan. Selain memberi pemasukan terbesar 75,1% dari keseluruhan pendapatan Indosat, Mentari juga memiliki jumlah pelanggan lebih besar daripada produk Indosat lain (7 juta pelanggan dari keseluruhan 9 juta pelanggan). Pada tahun 2004, Indosat mengganti logo perusahaannya. Untuk itu, Indosat sekaligus mengeluarkan iklan korporat dalam rangka mengkomunikasikan pergantian logo tersebut beserta pergantian citra perusahaannya. Lewat iklan ini, seberapa jauh sikap khalayak dapat dipengaruhi? Selain iklan korporat itu sendiri, peneliti juga ingin melihat pengaruh apa lagi yang bisa mempengaruhi sikap khalayak pada Mentari, sehingga pada akhirnya dipilihlah perusahaan Indosat sendiri. Karena pada dasarnya perubahan yang dilakukan Indosat lewat iklan korporatnya tak akan lepas dari pengaruh citra khalayak terhadap perusahaan tersebut. Penelitian ini bertujuan untuk mengetahui faktor mana yang lebih berpengaruh terhadap brand attitudes, yaitu faktor persepsi pada ikian korporat atau persepsi pada perusahaan sebagai variabel independen. Model Respon Kognitif dijadikan acuan untuk menjelaskan hubungan antara persepsi pada iklan korporat dan persepsi pada perusahaan. Selain itu, konsep Aaker tentang merek korporat menjadi konsep dasar dalam variabel persepsi perusahaan. Penelitian ini menggunakan metode survei dan instrumen kuesioner. Sifat penelitian ini adalah eksplanatif. Hal ini untuk menguji hubungan antara persepsi pada iklan korporat dan persepsi pada perusahaan terhadap sikap pada brand (brand attitudes) dengan metode ukur Pearson's Correlation. Kemudian untuk mengukur faktor mana yang lebih berpengaruh terhadap brand attitudes, maka peneliti menggunakan uji regresi dengan metode Enter. Lewat pengujian, ditemukan bahwa persepsi pada iklan korporat dan persepsi pada perusahaan masing-masing memiliki hubungan yang nyata dan cukup kuat terhadap pembentukan brand attitudes. Namun, dalam uji regresi ditemukan bahwa faktor persepsi pada perusahaan Indosat lebih berpengaruh daripada persepsi pada iklan korporat Indosat Penelitian ini sekaligus mengimplikasikan bahwa model respon kognitif yang menjelaskan hubungan antara faktor persepsi pada iklan, persepsi pada perusahaan dan brand attitudes terbukti berlaku, yaitu persepsi pada iklan dan persepsi pada perusahaan mempengaruhi brand attitudes.

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With the growth of communication, there's also a lot of things that support the growth of communication itself. One of is the need to get an information. This needs then, can be fulfill with a product called GSM Card. Using GSM Card, people can connect each other and trading information becomes more easier. As one of the company who provide integrated communication services, Indosat then manufactured GSM Card competing with previous competitor, Telkomsel. Before, Indosat has known as by providing international connection services and quite respected for that. But then, Mentari also make some marks considering the income and costumer that Mentari has raised. Mentari was noted to give share total income 75,1% from all the product that Indosat has. Mentari also has has total 7 million costumer from 9 million costumer that was counted by Indosat. In 2004, Indosat changed their company logo. For that Indosat also make some communication effort by making a corporate advertising. By that Indosat hope that they can get a new, younger and a better image. By this ad, how far people attitudes can be influenced? Besides the corporate ad itself, this research also wants to see what other variables that might have influence the attitudes that the audience had toward Mentari. Then the perception of Indosat company itself rise in, because the changes that Indosat has made through their corporate ad cannot be part from the audience perception of the Indosat company itself. This research is also trying to find about which factor that might more influencing towards brand attitudes, whether perception on corporate advertising or perception on the company as independent variables. The cognitive respond model was put to become the example to explain the connection between peception on corporate advertising and perception on the company of one of the product manufacturer. Beside that, the corporate company of one of the product manufacturer. Beside that, the corporate concept that Aaker has become the basic concept to company perception variable. This research is using survey method, questioner as an instrument and is an explanative research. To test the correlation between perception of corporate advertising and perception of the manufacturing company toward brand attitude on one of the manufacturing company (Mentari), was tested using pearson correlation. Then, to identify which factor has the most influence on brand attitudes, a regression test with Enter method was used. Data analysis found that perception on corporate advertising and perception on manufacturing company have a significant and a strong correlation forming the brand attitudes. But in a regression test, it was acknowleged that the perception on manufacturing company has more influence on brand attitudes then the perception on corporate advertising. This research also implicates that Cognitive Respond Model that explain the connection between advertising, and company as source and brand attitudes is proven, where advertising and manufacturing company influence brand attitudes."

"Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran terhadap perceived value, perceived positioning dan loyalitas pelanggan Indosat Mentari. Data diperoleh melalui metode survey dengan kuesioner yang menggunakan 265 sampel pengguna kartu Indosat Mentari. Analisa data dimulai dari uji pendahuluan yang mencakup uji validitas dan reliabilitas. Setelah instrumen penelitian dinyatakan lolos uji, dilakukan analisa struktural menggunakan Structural Equation Modelling(SEM). Hasil penelitian menunjukkan bahwa bauran pemasaran memiliki pengaruh yang positif dan signifikan terhadap perceived value, perceived value memiliki pengaruh yang positif dan signifikan terhadap perceived positioning, perceived positioning memiliki pengaruh yang positif dan signifikan terhadap loyalitas pelanggan, serta perceived value memiliki pengaruh yang positif dan signifikan terhadap loyalitas pelanggan Indosat Mentari.

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This research aims to analyze the effect of marketing mix on perceived value, perceived positioning and customer loyalty of Indosat Mentari. The Data obtained through the survey with questionnaire method that uses a sample of 265 users Indosat Mentari card. Data analysis starts from the preliminary test which includes validity and reliability test. After research instruments stated the test passes, the structural analysis is done using Structural Equation Modelling (SEM).

The results showed that marketing mix has a positive and significant impact on the perceived value, perceived value has a positive and significant influence on perceived positioning, perceived positioning has positive and significant influence to customer loyalty, and the perceived value has a positive and significant impact on customer loyalty of Indosat Mentari."

"ABSTRAKTesis ini membahas tentang pengaruh customer perceived value, brandimage, dan switching costs terhadap niat konsumen untuk menggunakan (intentionto use) brand Indosat Mentari. Penelitian ini merupakan penelitian kuantitatifberupa descriptive research. Model yang digunakan dalam penelitian ini mengacupada model penelitian yang digunakan oleh Ogwo & Igwe (2012) serta Asiegbu,Igwe, & Iruka (2012). Sementara untuk mengukur customer perceivedvaluedigunakan pengukuran PERVAL (perceived value) yang dikembangkan olehSweeney & Soutar (2001) dengan melihat dimensi nilai dari perceived value yaituemotional value, social value, monetary value, serta convenience value. Hasilpenelitian ini menemukan bahwa dimensi dari customer perceived value, yaitumeliputi nilai fungsional (kinerja/kualitas), nilai fungsional (harga), nilai sosial,serta nilai emosional, memiliki pengaruh yang signifikan dan positif terhadap niatkonsumen untuk menggunakan. Sementara switching costs dan brand image tidakmemiliki pengaruh yang signifikan terhadap niat konsumen untuk menggunakan.

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ABSTRACTThis thesis discusses the influence of customer perceived value, brandimage, and switching costs on consumer’s intention to use brand Indosat Mentari.This research is a descriptive quantitative research. The model used in this studyrefers to the research model used by Ogwo & Igwe (2012) and Asiegbu, Igwe, &Iruka (2012). As for measuring the customer perceived value using PERVALmeasurement that was developed by Sweeney & Soutar (2001) by looking at thevalue dimensions of perceived value, they are emotional value, social value,monetary value, and convenience value. The results of this study found that thedimensions of customer perceived value, which includes the functional value(performance/quality), functional value (price), social value, and emotional value,has a significant and positive impact on consumer’s intention to use. Whileswitching costs and brand image do not have a significant impact on consumer’sintention to use."

"Penelitian ini menganalisis pengaruh Rebranding terhadap Brand Loyalty dan terhadap Brand Equity pada Indosat Ooredoo. Indosat Ooredoo dinyatakan berhasil dalam melakukan rebranding. Hal ini terbukti dengan adanya prilaku positif yang di tunjukkan oleh konsumen dan meningkatnya brand equity yang di pengaruhi oleh brand loyalty. Hasil penelitian ini menemukan bahwa rebranding yang dilakukan oleh Indosat Ooredoo berhasil meningkatkan brand equity dengan mempertahankan nama "Indosat" pada perubahan logo / nama produk. Dengan ini,  loyalitas brand sebagai variabel mediasi berhasil meningkatkan brand equity Indosat Ooredoo. Pengujian dilakukan dengan menggunakan model analisis regresi dengan metode analisis data deskriptif. Dengan wilayah persebaran kuesioner di wilayah Jabodetabek.

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This research analyzes the effect of Rebranding on Brand Loyalty and to Brand Equity on Indosat Ooredoo. Indosat Ooredoo was declared successful in rebranding. This is evidenced by the positive behavior given by consumers and increased brand equity that is influenced by brand loyalty. The results of this study found that the rebranding conducted by Indosat Ooredoo managed to increase brand equity by maintaining the name "Indosat" on the change of logo / product name. It is hereby stated that brand loyalty as a mediating variable succeeded in increasing Indosat Ooredoo's brand equity. The test is done by using regression model with descriptive data analysis method. With the distribution area of questionnaires in Jabodetabek area."

"Penelitian ini bertujuan untuk menganalisis pengaruh faktor-faktor dari perceived quality dan brand trust terhadap suatu merek dan pengaruhnya terhadap perceived quality, brand trust dan brand loyalty. Penelitian ini dilakukan terhadap 160 responden yang didapat melalui teknik purposive sampling. Metode pengolahan data yang digunakan dalam penelitian ini adalah uji beda dan Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa tidak terdapat perbedaan dalam penilaian perceived quality, brand trust dan brand loyalty dari merek Indosat dan Indosat Ooredoo. Selain itu, knowledge of the brand substitution, degree of acceptance of the brand change, percevied similarity between the old and new brand dan attachment to initial brand berpengaruh positif terhadap perceived quality. Meskipun demikian, hanya variabel degree of acceptance of the brand change dan attachment to initial brand yang berpengaruh positif terhadap brand trust. Sementara variabel knowledge of the brand substitution dan perceived similarity between the old and new brand memiliki pengaruh negatif terhadap brand trust. Selain itu, perceived quality terbukti memiliki pengaruh positif terhadap brand trust, namun berpengaruh negatif terhadap brand loyalty. Hasil penelitian juga menunjukkan bahwa brand trust berpengaruh positif terhadap brand loyalty.

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This study aims to analyze the influence of perceived quality and brand trust factors towards perceived quality, brand trust and brand loyalty of a brand. Respondents of this research are chosen through purposive sampling, with total 160 respondents. Compare Means and Structural Equation Modelling (SEM) are used to process the data. The result of this research shows that there are no difference between the measurement of perceived quality, brand trust and brand loyalty betwen Indosat and Indosat Ooerdoo. Knowledge of the brand substitution, degree of acceptance of the brand change, percevied similarity between the old and new brand and attachment to initial brand have positive effect towards perceived quality. Meanwhile, only degree of acceptance of the brand change and attachment to initial brand have positive effect towards brand trust. While knowledge of the brand substitution and perceived similarity have negative effect towards brand trust. Furthermore, perceived quality have positive effect on brand trust, but negative towards brand loyalty. Other than that, brand trust also positively effect brand loyalty."

"Penelitian ini bertujuan untuk menganalisis bagaimana dan mengapa konsumen menerima atau menolak perubahan merek perusahaan. Sampel dalam penelitian ini adalah konsumen Indosat Ooredoo yang pada tahun 2015 lalu baru saja terpapar fenomena perubahan merek product dari Indosat menjadi Indosat Ooredoo. Hasil pada penelitian ini menunjukkan tiga buah proses sikap terhadap product rebranding. ditemukan juga perbedaan karakteristik individu yang dapat memberikan efek pada sikap konsumen.

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The purpose of this research is to understand how and why consumers resist or accept corporate rebranding. The sample in this study is Indosat Ooredoo consumers in 2015 which newly exposed to the phenomenon of changes in product brand Indosat into Indosat Ooredoo. The results in this study showed three attitudes toward the product rebranding process and differences in the characteristics of individuals who can give the effect on consumer attitudes."

"Dalam sepuluh tahun terakhir bisnis yang menggeliat paling dinamis adalah bisnis telepon seluler. Bisnis ini tumbuh luar biasa dan mempengaruhi semua sisi bisnis yang terkait dengannya. Mulai dari operator seluler sebagai penyedia jasa, vendor penyedia teknologi seluler, penyedia handphone seluler sampai bisnis aksesorisnya.PT. Indosat sebagai salah satu penyedia jasa telepon seluler nomor dua terbesar di Indonesia dengan produknya kartu selulernya (Matrix, Mentari dan IM3), menjadi sangat peduli dengan keberadaan merek kartu selulernya. Salah satu yang menjadi kunci sukses dan kekuatan operator untuk eksis di bisnis ini adalah jika mempunyai merek yang cukup kuat melekat di benak pelanggan maupun konsumen. Salah satu indikator yang digunakan untuk mengetahui kekuatan suatu merek dipasar adalah dengan menghitung brand equity atau ekuitas merek tersebut.Paska merger Indosat melakukan reposisinning merek kartu seleluernya dari 4 merek (Matrix, Mentari, IM3 Bright, IM3 Smart) menjadi hanya 3 merek yaitu Matrix, Mentari dan IM3. Matrix adalah kartu paska bayar, sedangkan Mentari dan IM3 adalah kartu pra bayar dengan segmen dan target pelanggan yang berbeda.Penelitian ini dilakukan untuk menganalisa dan mengetahui brand equity dari masing-masing kartu seluler Indosat (Matrix, Mentari dan IM3). Di samping itu juga untuk mengetahui kekuatan dan kelemahan masing-masing kartu berdasarkan elemen yang membentuk ekuitas merek tersebut. Perhitungan brand equity ini menggunakan konsep brand equity ten yang pertama kali diperkenalkan oleh David A. Aaker. Konsep ini kemudian dikembangkan dan dijadikan model oleh Darmadi Durianto dan kawan-kawan dan menjadi referensi dalam pembuatan penelitian ini.Dari hasil pengukuran menggunakan model brand equity ten diketahui bahwa brand equity tertinggi dari kartu seluler Indosat adalah kartu Mentari, kemudian IM3 dan terakhir Matrix. Elemen-elemen yang mempengaruhi terbentuknya brand equity index dalam perhitungan menggunakan model brand equity ten adalah brand awareness, perceived value, brand personality, organizational associations, price premium, customer satisfaction/loyalty, perceived quality, leadership/popularity, market share, market price & distribution coverage.Hasil ini ternyata sejalan dengan revenue yang dihasilkan oleh masing-masing kartu dimana kartu Mentari memberi sumbangan sebesar 63% dari total revenue kartu seluler Indosat, disusul IM3 sebesar 20% dan terakhir Matrix sebesar 17%. Artinya adanya keterkaitan antara besarnya ekuitas merek dengan besarnya output yang dihasilkan baik secara penjualan maupun keuangan.Untuk bersaing dengan kompetitornya khususnya Telkomsel dan XL, maka semua elemen dalam brand equity ten perlu segera ditingkatkan mengingat brand equity atau brand value semua kartu seluler Indosat masih berada satu tingkat dibawah kartu seluler Telkomsel.

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In recently decade the business which very dynamics is cellular telephone business. The business fantastic growth and influences all sectors related of them. Such as operator as service provider, vendor for technology provider, hand phone provider till accessories business.

PT. Indosat as second bigger cellular operator in Indonesia with cellular product (Matrix, Mentari and IM3) very concerned with the brand of cellular card. One of the key success and strength point of operator to exist in this business is to having brand which be Top of Mind in head's of customer and consumer. One of the indicators which using to know of brand positioning is measuring the brand equity of them.

After merged Indosat has repositioning of their cellular brand from 4 brands (Matrix, Mentari, IM3 Bright and IM3 Smart) into 3 brands, they are Matrix, Mentari and IM3. Matrix is postpaid cellular card. While Mentari and IM3 are prepaid cellular card with different segment and target.

Objectives of this study are analyzing and knowing the brand equity of Indosat cellular card (Matrix. Mentari, and IM3). Beside that to recognizing strength and weakness point of them based on element which builds the brand equity. Brand equity analyzing using brand equity ten concept which the first time introduced by David A. Aaker. Therefore this concept continues and developed by Darmadi Durianto and his colleagues and as reference of this study.

From measuring result in this study which using brand equity ten models, found that the highest index of brand equity for lndosat cellular brand is Mentari, than IM3 and the last is Matrix. The element which involved in this model and value of' brand equity index are brand awareness, perceived value, brand personality, organizational associations, price premium, customer satisfaction/loyalty, perceived quality, leadership/popularity, market share, market price & distribution coverage.

The result is inline with revenue which generated by each brand. Mentari can generate the revenue until 63% from total cellular revenue, following IM3 with 20% revenue and Matrix with 17%. Means there is relationship among brand equity of product with outcome to sales and finance.

To compete with close competitors particularly Telkomsel and XL. Hence all elements in brand equity ten need to improve as soon as possible. Remembering the brand equity or brand value Indosat cellular card lower one level from Telkomsel."

"ABSTRAKFokus dari penelitian ini adalah untuk menguji efek dari Corporate Social Responsibility (CSR), Persepsi Kualitas, dan Citra Perusahaan terhadap Niat Pembelian di Indonesia. Penelitian ini dilengkapi dengan contoh studi kasus Indosat sebagai perusahaan telekomunikasi terbesar ketiga di Indonesia. Selain itu, penelitian ini bertujuan untuk mengukur mana dari tiga konstruk yang mempengaruhi niat pembelian lebih dari yang lain dan untuk mensimulasikan langkah strategis yang dapat diimplementasikan untuk meningkatkan kinerja perusahaan. Convenience sampling digunakan untuk penelitian ini dan sampel terdiri sekitar wilayah Jabodetabek. Hipotesis diuji dengan menggunakan software Statistical Package for Social Science (SPSS) versi 22. Hasil penelitian menunjukkan bahwa memang CSR, Persepsi Kualitas, dan Corporate Image niat beli masing-masing pengaruh pelanggan.

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ABSTRACTThe focus of this study is to examine the effects of Corporate Social Responsibility (CSR), Perceived Quality, and Corporate image towards the Purchase Intention in Indonesia. This research is was completed with a case study example of Indosat as the third largest telecommunication company in Indonesia. Moreover, this research aims to measure which of the three construct that affect purchase intention more than the others and to simulate the strategic move that may be implemented to improve the company?s performance. Convenience sampling was used for this research and the samples consists around Jabodetabek area. The hypotheses are tested using Statistical Package for Social Science (SPSS) version 22. The results shows that indeed CSR, Perceived Quality, and Corporate Image each influences customer?s purchase intention."

"[Skripsi ini meneliti pengaruh brand placement acceptance dan brand recall terhadap preference loyalty dan intention to purchase pada studi kasus smartphone Samsung Galaxy Note 3 dalam drama Korea ldquo My Love From Another Star rdquo Responden penelitian ini dibagi menjadi dua kelompok yaitu kelompok pengguna smartphone Samsung dan kelompok pengguna non Samsung yang masing masing berdomisili di Jakara Bogor Depok Tangerang dan Bekasi Metode yang digunakan untuk mengolah data dalam penelitian ini adalah Multiple Regression Hasil penelitian membuktikan secara signifikan bahwa bagi kelompok pengguna Samsung brand placement acceptance dan brand recall berpengaruh pada preference dan loyalty Namun bagi kelompok pengguna non Samsung brand placement acceptance mampunyai pengaruh terhadap brand recall tetapi tidak cukup kuat untuk memengaruhi preference dan intention to purchase sedangkan brand recall memiliki pengaruh terhadap preference dan juga intention to purchase ;The purpose of this research is to analyse the effect of brand placement acceptance and brand recall on preference loyalty and intention to purchase with Samsung Galaxy Note 3 in a Korean drama called ldquo My Love From Another Star rdquo as the study case Respondents of this study are divided into two groups Smartphone Samsung User and Non Samsung User each of which is resided in Jakarta Bogor Depok Tangerang and Bekasi This Study uses Multiple Regression to process the data The result of this research shows significantly that on Samsung user brand placement acceptance and brand recall have impact on preference and loyalty On the other hand for non Samsung user brand placement acceptance has positive impact on brand recall but not strong enough to influence the preference and intention to purchase although brand recall has a positive impact on preference and intention to purchase ;The purpose of this research is to analyse the effect of brand placement acceptance and brand recall on preference loyalty and intention to purchase with Samsung Galaxy Note 3 in a Korean drama called ldquo My Love From Another Star rdquo as the study case Respondents of this study are divided into two groups Smartphone Samsung User and Non Samsung User each of which is resided in Jakarta Bogor Depok Tangerang and Bekasi This Study uses Multiple Regression to process the data The result of this research shows significantly that on Samsung user brand placement acceptance and brand recall have impact on preference and loyalty On the other hand for non Samsung user brand placement acceptance has positive impact on brand recall but not strong enough to influence the preference and intention to purchase although brand recall has a positive impact on preference and intention to purchase , The purpose of this research is to analyse the effect of brand placement acceptance and brand recall on preference loyalty and intention to purchase with Samsung Galaxy Note 3 in a Korean drama called ldquo My Love From Another Star rdquo as the study case Respondents of this study are divided into two groups Smartphone Samsung User and Non Samsung User each of which is resided in Jakarta Bogor Depok Tangerang and Bekasi This Study uses Multiple Regression to process the data The result of this research shows significantly that on Samsung user brand placement acceptance and brand recall have impact on preference and loyalty On the other hand for non Samsung user brand placement acceptance has positive impact on brand recall but not strong enough to influence the preference and intention to purchase although brand recall has a positive impact on preference and intention to purchase ]"