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"Tesis ini membahas pengaruh brand equity terhadap keputusan pembelian dengan menggunakan J.Co Donuts & Coffee. Penelitian ini menggunakan descriptive research design dengan metode survey (kuesioner) yaitu yang dilakukan terhadap pelanggan J.Co Donuts & Coffee di wilayah Jakarta. Teknik sampling yang digunakan adalah nonprobability sampling yaitu menggunakan convenience sampling.Hasil dari penelitian ini menunjukkan bahwa brand awareness tidak mempengaruhi brand image, brand satisfaction, dan brand trust J.Co Donuts& Coffee. Brand awareness juga tidak mempengaruhi konsumen dalam melakukan current purchase namun brand awareness mempengaruhi future purchase. Brand image J.Co Donuts & Coffee tidak mempengaruhi current purchase tetapi mempengaruhi future purchase. Brand image J.Co Donuts & Coffee berpengaruh positif dalam terhadap brand satisfaction dan juga mempengaruhi brand trust. Brand satisfaction tidak berpengaruh positif terhadap brand attachment. Tetapi apabila brand attachment sudah dapat berpengaruh secara positif, maka pelanggan J.Co Donuts & Coffee akan memutuskan melakukan pembelian terhadap merek ini baik untuk current maupun future purchase. Current purchase yang dilakukan oleh pelanggan J.Co Donuts & Coffee akan berpengaruh positif terhadap future purchase.

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The focus of the thesis is about influences of brand equity to buying decision using J.Co Donuts & Coffee. The research is implementing descriptive research design using survey method which used to J.Co Donuts & Coffee customers in Jakarta. Non probability sampling is used as sampling technique which is convenience sampling.The result of this research shows that brand awareness has not a positive effect on J.Co Donuts & Coffee?s brand image, brand satisfaction and brand trust. Brand awareness has no positive effect on current purchase but has a positive effect on future purchase. J.Co Donuts & Coffee's brand image has no positive effect on current purchase but has a positive effect on future purchase. J.Co Donuts & Coffee's brand image has a positive effect on brand satisfaction and brand trust. Brand satisfaction has no positive effect on brand attachment. Thus, if brand attachment has already have a positive effect then J.Co Donuts & Coffee?s customer will decide to make purchases of the brand whether for current nor future. Current purchase made by J.Co Donuts & Coffee?s customer will have a positive effect on future purchase."

"Pembelian Tidak Terencana dapat dipengaruhi oleh perilaku konsumen dan juga faktor-faktor lingkungan gerai. Perilaku konsumen yang dimaksud adalah perilaku konsumen yang mendekati atau menjauhi gerai (approach/avoiding). Faktor-faktor dalam lingkungan gerai seperti faktor suasana dan faktor sosial turut berperan dalam membuat konsumen berperilaku mendekati atau menjauhi gerai. Objek dalam penelitian ini adalah salah satu waralaba lokal di Indonesia yaitu J.CO Donuts & Coffee. Sampel penelitian ini adalah konsumen yang mengunjungi gerai J.CO Donuts & Coffee dalam kurun waktu satu bulan terakhir. Data diolah dengan menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa kedua faktor lingkungan gerai yang digunakan dalam penelitian yaitu faktor suasana dan faktor sosial terbukti berpengaruh signfikan terhadap perilaku konsumen untuk mendekati gerai. Variabel perilaku konsumen juga terbukti berpengaruh signifikan terhadap pembelian tidak terencana.

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Impulse buying can be effected by consumer behavior and store environment. Consumer behavior is either approaching store or avoiding store. Store environment such as ambient cues and social cues are also involved on making consumer approaching or avoiding store. The object of this research is one of local franchise in Indonesia, J.CO Donuts & Coffee. Sample of this research is consumer who?s visiting J.CO Donuts & Coffee store within a month. Data processed using Structural Equation Model (SEM). This research found that both ambient cues and social cues have significant effect on consumer approaching behavior. And consumer approaching behavior also has significant effect on impulse buying"

"Skripsi ini membahas dan menganalisis tentang pengaruh electronic word-of-mouth terhadap intensi wisatawan untuk melakukan perjalanan wisata ke Labuan Bajo, dengan menerapkan Theory of Planned Behavior yaitu dengan mempertimbangkan attitude, subjective norms serta perceived behavioral control. Sampel penelitian ini adalah wisatawan yang sudah pernah membaca online review seputar Labuan Bajo namun belum pernah berkunjung ke daerah tersebut sebelumnya. Data diolah menggunakan metode Structural Equation Modelling. Hasil penelitian menunjukkan bahwa electronic word-of-mouth tidak berpengaruh secara signifikan terhadap intention untuk berkunjung ke Labuan Bajo, namun berpengaruh signifikan terhadap attitude, subjective norms serta perceived behavioral control yang berperan sebagai variabel mediasi.

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This study discusses and analyzes the effect of electronic word of mouth on tourist intention to travel to Labuan Bajo and applying the Theory of Planned Behavior by considering attitude, subjective norms and perceived behavioral control. The sample of this research is tourists who have read online review about Labuan Bajo but have never visited the place before. The data were processed using Structural Equation Modeling method.

The result of the research shows that electronic word of mouth does not significantly influence tourist intention to visit Labuan Bajo, but it has significant effect on attitude, subjective norms and perceived behavioral control that acts as mediation variable."

"Penelitian ini bertujuan untuk menganalisis pengaruh aktivitas pemasaran media sosial terhadap kepuasan konsumen, intensi berperilaku dan komunikasi mulut ke mulut (WOM) pada konsumen Starbucks Coffee di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif. Kuesioner penelitian disebarkan secara online kepada 100 responden yang merupakan konsumen Starbucks Coffee berusia 18-34 tahun, pernah mengunjungi kedai dan mengonsumsi produk Starbucks Coffee di Jakarta minimal sekali dalam enam bulan terakhir dan menjadi pengikut dari Instagram/Twitter Starbucks Indonesia. Teknik analisis yang digunakan adalah regresi linier sederhana dan uji hipotesis (z) dengan menggunakan SPSS 26. Hasil penelitian menunjukkan bahwa terdapat pengaruh kuat antara aktivitas pemasaran media sosial terhadap intensi berperilaku dan komunikasi mulut ke mulut (WOM) serta kepuasan konsumen terhadap intensi berperilaku dan komunikasi mulut ke mulut (WOM). Namun terdapat pengaruh sangat kuat antara aktivitas pemasaran media sosial terhadap kepuasan konsumen dan intensi berperilaku terhadap komunikasi mulut ke mulut (WOM).

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This study aims to analyze the effect of social media marketing activities towards consumer satisfaction, behavior intention and word-of-mouth (WOM) on Starbucks Coffee’s consumers in Jakarta. This study uses a quantitative approach. The research questionnaires were distributed online to 100 respondents who were Starbucks Coffee’s consumers aged 18-34 years, had visited the shop and consumed Starbucks Coffee products in Jakarta at least once in the past six months and became a follower of Starbucks Indonesia Instagram/Twitter. The analysis technique used is simple linear analysis and hypothesis testing (z) using SPSS 26. The results show that there are strong influences between social media marketing activities towards behavior intention and word-of mouth (WOM) and consumer satisfaction towards behavior intention and wordof-mouth (WOM). However, there are very strong influences between social media marketing activities towards consumer satisfaction and behavior intention towards wordof-mouth (WOM)."

"Tujuan dari penelitian ini adalah mengetahui apakah terdapat pengaruh dari e-WOM dalam media sosial Path™ terhadap intensi membeli pada konsumen restoran “baru”. Penelitian ini didasari oleh fenomena maraknya penggunaan internet untuk mencari informasi mengenai restoran “baru”. Informasi yang didapatkan dari orang lain mengenai sebuah restoran melalui internet disebut sebagai electronic word-of-mouth. Hennig-Thurau dkk (2004) mendefinisikan e-WOM sebagai pernyataan positif atau negatif yang dibuat oleh konsumen yang potensial, aktual, dan terdahulu mengenai produk atau perusahaan via internet. Penelitan ini merupakan field experiment yang dilakukan kepada 64 partisipan yang tergolong sebagai konsumen emerging well-off-youth; 30 partisipan pada kelompok kontrol; 34 partisipan pada kelompok eksperimental.Manipulasi berupa e-WOM mengenai restoran diberikan selama lima hari melalui media sosial Path™. Setelah itu, intensi membeli partisipan diukur melalui alat ukur Intensi Membeli (Ko, 2012). Hasil penelitian menunjukan terdapat pengaruh e-WOM dalam media sosial Path™ terhadap intensi membeli pada konsumen restoran “baru” (F = 7.182; p < 0.01). Dengan demikian, pemilik bisnis restoran “baru” dapat menggunakan e-WOM untuk melakukan promosi dan juga konsumen restoran dapat menjadikan e-WOM sebagai sarana untuk mencari informasi mengenai restoran “baru”.

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The objective of this study was to determine the effect of e-WOM on Path™ social media towards “new” restaurant consumer’s purchase intention. This study is based on the phenomena of the use of internet to seek information about a “new” restaurant. The information from the other people about restaurant which obtained through the internet was called electronic word-of-mouth (e-WOM). Hennig-Thurau et al (2004) defines e-WOM as “any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet”. This study was a field experiment and conducted to 64 participants which all of them were classified as into well-off-youth consumers; 30participants was in control group; 34 participants was in experimental group.Manipulation in this study was e-WOM about a “new” restaurant that given for five days straight on Path™. Afterward, purchase intention was measured by purchase intention scale (Ko, 2012). The result of this study shows that there was an effect of e-WOM on Path™ social media towards “new” restaurant consumer’s purchase intention (F = 7.182; p < 0.01). Thus, “new” restaurant owners could use e-WOM for promoting their restaurant and also consumers could use e-WOM as a tool for searching informations about a “new” restaurant.;"

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Pertumbuhan e-commerce di Indonesia menunjukkan peningkatan yang signifikan dan sektor fashion menjadi salah satu kategori terbesar dalam penjualan online. Intensi repurchase dan WOM adalah dua faktor penting yang menentukan keberhasilan jangka panjang dan profitabilitas platform e-commerce. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi intensi repurchase dan WOM pada e-commerce fashion, khususnya Zalora. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan desain deskriptif konklusif dengan metode non-probability purposive sampling. Data dikumpulkan melalui kuesioner yang disebarkan kepada 235 responden yang merupakan pengguna aktif Zalora dari generasi Y dan Z. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan metode Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa Cash on Delivery, Reputation, dan Information memiliki pengaruh yang signifikan terhadap Customer Trust tetapi Return Policy Leniency tidak memiliki pengaruh yang signifikan. Reputation berserta Product Availability dan Timely Product Delivery juga memiliki pengaruh yang signifikan terhadap Customer Satisfaction tetapi Information dan Shipment Condition tidak memiliki pengaruh yang signifikan. Sementara Customer Trust dan Customer Satisfaction memiliki hubungan yang signifikan terhadap Repurchase dan WOM Intention.

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The growth of e-commerce in Indonesia has shown a significant increase, and the fashion sector has become one of the largest categories in online sales. Repurchase intention and WOM are two important factors that determine the long-term success and profitability of e-commerce platforms. This study aims to analyze the factors that influence repurchase intention and WOM in fashion e-commerce, specifically Zalora. The research method used is a quantitative approach with a descriptive conclusive design and a non-probability purposive sampling method. Data were collected through questionnaires distributed to 235 respondents who are active Zalora users from generations Y and Z. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method. The results of the study indicate that Cash on Delivery, Reputation, and Information have a significant influence on Customer Trust, but Return Policy Leniency does not have a significant influence. Reputation, along with Product Availability and Timely Product Delivery, also have a significant influence on Customer Satisfaction, but Information and Shipment Condition do not have a significant influence. Meanwhile, Customer Trust and Customer Satisfaction have a significant relationship with Repurchase and WOM Intention.

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"Loyalitas pelanggan di sektor bisnis jasa masih menjadi target pernasaran yang menguntungkan bagi perusahaan_ Keunggulan kompetitif adalah rahasia dari keberlangsungan hidup perusahaan tersebut. Salah satu perusahaan yang baik dalam loyalitas pelanggannya adalah J.Co donuts & Coffee. Pemasaran jasa mengangkat banyak faktor yang mempengaruhi loyalitas pada gerai-gerai donat tersebut.Beberapa faktor yang akan diteliti dalam mengukur loyalitas adalah atribut produk, kualitas pelayanan, harga, customer indifference dan ekuitas merek. Atribut produk menjadi panting dalam pengambilan keputusan konsumen, banyak perusahaan berupaya mencapai kualitas terbaik produknya. Disisi lain, kualitas pelayanan tetap menjadi nilai terbaik di mata pelanggan jasa. Hal ini tetap berbanding lurus dengan penetapan harga produk yang dijual, dan pentingnya mengukur persepsi harga para pelanggan. Customer indifference juga mempengaruhi loyalitas pada pasar jasa yang pelayanan dan produknya homogen bagi pelanggannya. Faktor terakhir adalah ekuitas merek yang dianggap paling berpengaruh terhadap loyalitas, karena konsumen sangat percaya merek mewakili perceived value yang akan diperoleh. Tujuan dari penelitian ini adalah untuk mengetahui hubungan atribut produk, kualitas pelayanan, harga, customer indifference dan ekuitas merek terhadap loyalitas pelanggan melalui metode analisis regresi berganda. Penelitian ini dilakukan terhadap pelanggan J.Co Donuts & Coffee di Jakarta dan Depok, Jawa Barat dengan metode penentuan sample adalah non-probability sampling. Teknik pengumpulan data menggunakan convenience sampling untuk para responden.Hasil penelitian dan analisis ditemukan bahwa loyalitas pelanggan dipengaruhi secara positif dan signi_fikan oleh atribut merek, kualitas pelayanan, harga, dan ekuitas merek (hipotesis ke-l, ke-2, ke-3 dan ke-5 diterima). Sementara ditemukan bahwa customer indifference tidak memiliki hubungan yang signifikan terhadap loyalitas pelanggan (hipotesis ke-4 tidak diterima). Juga ditemukan bahwa karakteristik pengeluaran per bulan pelanggan JCo Donuts & Coffee homogen pada segmen tertentu saja.Saran peneliti bagi J.Co pada peningkatan atribut produk, kualitas pelayanan, persepsi harga, dan ekuitas merek dalam mempertahankan konsumen. Khususnya penambahan atribut produk dan penyesuaian harga sangat penting dilakukan karena atribut produk dan harga menjadi faktor yang paling determinan.

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Customer loyalty in the service industries sector is still the target and is very profitable for the companies. The secret of the company longevity is competitive advantage. One company that has been very successful in retaining its customer is J. Co Donuts & Coffee. Services marketing have developed the many factors that influence customer loyalty on their doughnut outlets.Some factors that would be used to measure customer loyalty are product attributes, service quality, price, customer indifference and brand equity. Product attribute is very important during the consumer decision making process, and many companies strive to produce the best quality products. Meanwhile, in the service industry the service quality is still important. This is equivalent toward the price of the product being sold, and the important of measuring customer perception toward the price. Customer indifference it also influences the customer loyalty in service industries which have homogenous products and services according to their customer. The Iast factor is brand equity which is consider most influencing toward customer loyalty, because consumer perceived value toward the brand their trust and are willing to consume. The purpose of this research is to find out the effect of product attributes, service quality, price, customer inderence and brand equity on customer loyally by using multiples regression method The research was conducted on customer of J. Co Donuts & Coffee customer in the Jakarta and Depok area, using non probability sampling method The data collecting technique used in this research is convenience sampling.The result of this research found that customer loyalty is positively and significantly influenced by product attributes, service quality, price, and brand equity has been positively influenced the customer loyalty (supporting 1S, 2"d 3'd and 5`h hypothesis). Whereas customer indifference did not have a significant influence toward loyalty (4'h hypothesis was not supported). It also found that respondent characteristic in month expenditure is homogen.This research suggest that J. Co Donuts & Coffee should improve their product attributes, service quality, pricing perception, brand equity in order to uphold their customer loyalty. As a managerial implication from this research, JCo Donuts & Coffee should improve the product attributes and set in the price because these two factors is the most determinant."

"Fandom atau penggemar kini sudah memiliki daya beli yang kuat dalam pasar. Croffle merupakan makanan yang menjadi tren pada tahun 2020 hingga 2021 yang pada awalnya diangkat oleh beberapa artis Korea melalui platform media sosial. Penelitian ini bertujuan untuk mencari tahu pengaruh fan economy melalui electronic word-of-mouth terhadap purchase intention konsumen croffle di Jakarta. Penelitian ini dilakukan pada 60 responden yang merupakan penggemar Korea berusia 18-35 tahun yang berdomisili di Jakarta dengan menyebarkan kuesioner daring. Hasil utama dalam penelitian ini menunjukkan bahwa fan economy melalui electronic word-of-mouth memengaruhi purchase intention konsumen croffle di Jakarta. Fandom terbukti dapat memengaruhi minat beli konsumen melalui electronic word-of-mouth di Instagram. Namun, terdapat limitasi dalam penelitian ini terkait metode dan lingkup penelitian yang bisa dikembangkan dalam penelitian selanjutnya.

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Fandom or fans now have a strong purchasing power in the market. Croffle is a food that is becoming a trend from 2020 to 2021 which was originally raised by several Korean artists through social media platforms. This study aims to find out the influence of the fan economy that mediated through electronic word-of-mouth on the purchase intention of croffle consumers in Jakarta. This research was conducted on 60 respondents who are Korean fans aged 18-35 years who live in Jakarta by distributing online questionnaires. The main results in this study indicate that the fan economy that mediated through electronic word-of-mouth affects the purchase intention of croffle consumers in Jakarta. Fandom is proven to be able to influence consumer buying interest through electronic word-of-mouth on Instagram. However, there are limitations in this study related to the method and scope of research that can be developed in further research."

"One of the most dangerous illnesses which are often ignored by indonesian people is osteoporosis. On the one hand, many people start to be aware with this illness.On the other hand most of the indonesian society does not pay attention to this issue. Marketers see this illness as a big opportunity. As a result, it could be seen that there are a lot of functional foods, especially for healthyness were developed by companies. This research uses one of the most popular brand in Indonesia, Anlene as an experiment objects considering that Anlene serves the specific markets in the healthy foods. This research identifies the effect of health value to attitudes toward the product. Furthermore, this research aims to acknowledge the effect of attitudes toward functional foods toward perception of healthiness and hedonic expectations. This research would also identify the effect of perceptions of healthiness, hedonic expectations, and word of mouth to purchasing intention. There are 8 hypotheses that would be tested and analyzed using SEM software LISREL 8.8. "