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"Penelitian terkait brand post characteristics tengah menjadi agenda dan perhatian banyak peneliti di bidang marketing dalam beberapa tahun terakhir. Penelitian saat ini ingin mencoba memberikan gambar lebih menyeluruh mengenai brand post characteristics dan melihat pengaruhnya dalam mendorong consumer engagement dan customer-brand relationship pada platform Instagram yang memiliki format unggahan lebih beragam dibandingkan dengan platform social media lainnya. Metode kuantitatif menggunakan online kuesioner digunakan untuk melihat secara langsung perilaku dari 486 responden dalam melakukan interaksi dan menciptakan persepsi atas dirinya dan brand. Hasil penelitian saat ini menunjukkan bahwa vividness dan content type mempengaruhi consumer engagement di Instagram, sehingga dapat menjadi masukan bagi pemasar untuk menentukan strategi bersaing di Instagram.

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Research related to brand post characteristics has been on the agenda and attention of many researchers in the marketing field in recent years. Current study aims to provide a more comprehensive picture of brand post characteristics to see their influence in driving consumer engagement and customer-brand relationships on Instagram, a social media platform which has more diverse content formats compared to other platforms. Quantitative methods using online questionnaires are used to see direct behavior of 486 respondents in interacting and creating perceptions of themselves and the brand. The results of the current study show that vividness and content type significantly affect consumer engagement on Instagram. Therefore, this study could be the guidance for marketers to determine competitive strategies on Instagram."

"ABSTRAKPerkembangan dunia fashion yang didukung oleh teknologi digital membuat para pebisnis fashion harus memutar otak untuk mendapat perhatian dari konsumen Hal ini dikarenakan masyarakat sekarang semakin aktif mencari informasi mengenai produk fashion tertentu dan hanya akan memperhatikan pada sesuatu yang memang benar benar mereka cari Penggunaan celebrity endorsement dalam Instagram dapat menjadi pilihan dalam mempromosikan produk atau brand fashion kepada masyarakat yang lebih luas dengan cara yang mudah dan hemat biaya Strategi inilah yang dimanfaatkan oleh satu satu brand fashion lokal Cotton Ink Setiap endorser dari Cotton Ink akan berusaha mengantarkan makna positif yang terasosiasi dalam dirinya kepada produk Cotton Ink yang di endorse nya melalui unggahan foto di Instagram Dengan begitu diharapkan makna tersebut dapat sampai kepada konsumen dan akhirnya mereka tertarik untuk membeli produk produk dari Cotton Ink Berdasarkan latar belakang tersebut tulisan ini akan menganalisis penggunaan celebrity endorsement oleh Cotton Ink di platform media sosial Instagram dengan menggunakan model pemindahan makna dalam pembahasannya.

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ABSTRACT

The development in the fashion world is now supported by digital technology that makes the fashion brand struggling to get attention from the consumer People that are now more active searching for information about particular fashion products will only pay attention to something which indeed they are looking for The use of celebrity endorsement through Instagram may be an option for promoting fashion product or brand to the wider community in a easy and cost effective way This strategy has been used by one of the local fashion brand in Indonesia named Cotton Ink Each endorser of Cotton Ink attempted to deliver the positive lsquo meaning rsquo which has been associated with them to the endorsed products through their photos on Instagram Hence the lsquo meaning rsquo association that perceived by the consumer could lead their interest to buy products from Cotton Ink Based on this background this paper will analyze the use of celebrity endorsement by Cotton Ink through social media platform Instagram which will be discussed using meaning transfer model."

"Aktivitas pemasaran tidak hanya dilakukan oleh perusahaan dalam memasarkan produk yang mereka tawarkan. Saat ini pemerintah kota juga melakukan aktivitas pemasaran dengan melakukan city branding untuk mempromosikan kota mereka. Salah satu upaya yang dilakukan dalam strategi city branding adalah dengan mengangkat event sebagai city brand. Penelitian ini membahas bagaimana sebuah event mampu membangun awareness terhadap city brand serta minat berkunjung. Penelitian ini menggunakan paradigma konstruktivis, pendekatan kualitatif dan strategi penelitian studi kasus. Pengumpulan data dilakukan melalui wawancara mendalam dan pengamatan lapangan. Hasil penelitian ini menunjukkan bahwa awareness terhadap city brand yang dibangun oleh event pada kota tersebut diperoleh dari adanya peran media yang kerap meliput pelaksanaan event tersebut. Namun di sisi lain kedekatan juga memiliki peran terhadap awareness. Individu yang memiliki kedekatan lebih dengan kota, dengan kata lain memiliki informasi yang lebih banyak, memiliki pandangan yang berbeda tentang city brand kota yang dimaksud. Selanjutnya event yang diselenggarakan mampu membangun minat berkunjung calon wisatawan karena karakteristiknya yang mampu menarik perhatian. Tapi di sisi lain event tersebut kurang mampu membangun minat berkunjung karena dianggap kurang merepresentasikan identitas kota.

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Marketing activities are not only for companies to promote their products. Nowadays city government is also doing marketing activities, such as city branding to promote their city. One of efforts made in city branding strategy is to lift the event as a city brand. This study focuses on how an event is able to build awareness of the city brand and visit intention. This research uses constructivism paradigm, qualitative research approach and case study research strategy. Data collection was done through in depth interviews and field observations. The results of this study indicate that the awareness of the city brand that raised by the event was obtained by the role of media that often cover the event. But on the other hand proximity also has a role to awareness. Individuals who have more closeness to the city, in other words have more information, have different views about the city brand city in question. Furthermore, event is able to build interest in visiting potential tourists because of its characteristics that are able to attract attention. But on the other side events are less able to build interest in visiting because it is considered less represent the identity of the city."

"Tesis ini menganalisis brand relationship dengan menguji pengaruh dari empat variabel, yaitu kepuasan, kualitas alternatif, investasi hubungan, dan frekuensi yang berhubungan dengan perilaku, terhadap komitmen konsumen merek asli sekaligus imitasi produk fashion kategori affordable luxury, serta hasil dari hubungan tersebut berupa kemungkinan pembelian kembali dan dukungan terhadap merek asli. Berdasarkan data dari 155 konsumen muda yang diuji menggunakan Relationship Investment Model, maka dapat diketahui bahwa komitmen tidak berpengaruh secara positif pada kemungkinan pembelian kembali merek asli, sedangkan komitmen berpengaruh secara positif pada dukungan konsumen terhadap merek asli.

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This thesis analyzed brand relationships with examined the effect of four variables, which are satisfaction, quality of alternatives, relationship investment, and behavioral frequency, toward commitment of genuine and counterfeit-item of affordable luxury fashion products consumers, and the relationship outcomes: repurchase likelihood and brand support. From the data that examined using the Relationship Investment Model of 155 young consumers, it was shown that commitment positively unrelated to repurchase likelihood of genuine brand, whereas commitment positively related to genuine brand support."

"Perkembangan teknologi informasi yang pesat di Indonesia menyebabkan petumbuhan pasar online yang juga pesat. Banyak sekali e-commerce baru bermunculan, terutama e-commerce business-to-consumer B2C , dan produk yang paling diminati adalah produk fashion. Dengan ini kompetisi pada pasar online pun semakin ketat. Penting bagi suatu perusahaan e-commerce untuk mempertahankan kepercayaan dan loyalitas pelanggan mereka untuk tetap dapat bersaing di pasar. Di sisi lain, perkembangan teknologi informasi ini juga ditambah dengan adanya media sosial yang kini sangat marak digunakan. Media sosial sudah menjadi sumber informasi bagi masyarakat. Maka dari itu, perusahaan melihat media sosial sebagai media pemasaran yang potensial. Dengan melihat kedua hal ini, perlu dilakukan penelitian untuk meningkatkan Brand Trust dan Brand Loyalty pelanggan e-commerce B2C, khususnya yang menjual produk fashion, dengan melihat faktor-faktor yang ada dalam Social Media Marketing SMM . Hasil penelitian ini dapat menjadi saran bagi perusahaan e-commerce dalam membuat strategi Social Media Marketing yang befokus pada peningkatan Brand Trust dan Brand Loyalty pelanggan mereka, sehingga dapat bersaing dengan perusahaan-perusahaan e-commerce lain di Indonesia.

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Information technology fast development in Indonesia has caused the fast growth in Indonesian online market. So many new e commerce companies enter Indonesian online market, especially B2C e commerce companies that sell fashion product. This causes the online market in Indonesia to get more competitive. It is very important for an e commerce company to retain their customer rsquo s trust and loyalty towards the company, in order to survive in the market competition. On the other side, the development of information technology relates strongly with social media user that has been increasing throughout the years. Social media has been seen as one of the main source of information for its user. Therefore, company sees social media as a potential medium for marketing.

With those aspects in mind, it is needed to conduct a research to increase Brand Trust and Brand Loyalty of B2C e commerce rsquo s customers using factors in Social Media Marketing SMM. The result of this research can be used as a guidance for e commerce company to plan their Social Media Marketing strategy that focuses on increasing Brand Trust and Brand Loyalty of their customer, in order to sustain their competitiveness in the Indonesian market. "

"Perkembangan industri fashion di Indonesia mengalami peningkatan yang baik terutama dari segi inovasi yang menyebabkan adanya brand-brand baru bermunculan, dimana konsumen umumnya merupakan milenial. Hal ini menyebabkan peran milenial semakin mendominasi sektor tersebut, sehingga pada penilitian ini bertujuan untuk mengetahui hubungan konsumen milenial dengan Fashion Innovativeness dan brand image dimensions(Cognitive, sensory, dan affective) pada brand fashion favorit,kontribusi brand image dimensions kepada lovemarks (brand love dan brand respect) dan pengaruhnya pada brand loyalty. Penelitian ini mengembangkan model lanjutan dari brand equity(CBBE) dan brand image dimensions. Model yang dikembangkan kemudian divalidasi menggunakan Structural Equations Modeling (SEM) berdasarkan data yang diperoleh melalui survey kepada konsumen yang memiliki brand fashion favorit kisaran usia 19-39 tahun. Hasil penelitian ini mengonfirmasi bahwa fashion innovativeness secara positif berpengaruh terhadap penggunaan brand image associations yang kemudian akan memengaruhi brand love dan brand respect serta terhadap brand loyalty. Implikasi manajerial serta saran bagi penelitian selanjutnya juga dibahas pada penelitian ini. 

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The development of fashion industry in Indonesia experiences a positive surge fundamentally from the innovation factor, which causes new brands to emerge, in which the main consumers are millenials. This causes the role of millenial to be more dominant in the afformentioned sector, hence this research aims to understand the relationship between millenials consumers and Fashion Innovativenes and Brand Image Dimensions (Cognitive, Sensory, and Affective) on favorite fashion brands, the contribution of Brand Image Dimensions towards Lovemarks (Brand Love and Brand Respect), and the impact toward Brand Loyalty.

This research developed the model modified from Consumer-based Brand Equity (CBBE) and Brand Image dimensions. The developed model was then validated using Structural Equation Modeling (SEM) based on data retreived from surveys on consumers, within the age of 19-39 years old, with favorite fashion brands. The findings confirmed that Fashion Innovativeness positively influenced the use of Brand Image Assosication which then further influenced Brand Love and Brand Respect, as well as Brand Loyalty. The managerial implications and recommendation of this reseatch will be further elaborated in this research."

"Berbagai bentuk toko daring di Instagram kian menjamur di Indonesia, salah satunya adalah toko daring yang menjual produk jilbab. Diperlukan strategi promosi dan branding yang tepat untuk menghadapi persaingan daring. Skripsi ini membahas mengenai brand dengan salah satu strategi promosi yakni selebgram endorsement pada salah satu toko daring jilbab yakni toko daring jilbab Miracholecct. Tujuan dari penelitian ini adalah untuk mengetahui kesesuaian antara identitas, pemosisian dan citra brand terhadap penggunaan selebgram endorsement Miracholecct. Penelitian ini menggunakan paradigma post-positivistismedengan pendekatan kualitatif dan berjenis dekriptif eksploratif. Teknik pengumpulan data dalam penelitian ini menggunakan analisis isi dan wawancara mendalam, serta menggunakan teknik analisis tematik untuk mengolah data. Subjek pada penelitian ini adalah para konsumen Miracholecct yang dikategorikan sesuai dengan target market Miracholecct. Hasil penelitian ini adalah toko daring jilbab Miracholecct memiliki identitas, pemosisian dan citra brand yang sesuai dengan penggunaan selebgram endorsement-nya, yang dilihat dari perspektif brand. Penelitian ini juga menemukan bahwa para konsumen toko daring jilbab Miracholecct melakukan identifikasi dan mengikuti selebgram yang memiliki kesamaan hidup dengan mereka. Maka dari itu, pemilihan selebgram berdasarkan kategori sosial target market menjadi penting.

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Various forms of online stores on Instagram are increasingly in Indonesia, one of them is an online store that sells hijab products. The right promotion and branding strategies are needed to deal with online competition. This thesis discusses the brand from one of promotion strategy, which is a selebgram endorsement at one of the online hijab stores, namely Miracholecct. The purpose of this study is to know suitability of identity, the position and brand image of the selebgram endorsement's support. This study uses the post-positivist paradigm with a qualitative, and type approach is explorative descriptive. Data collection which is used in this study is content analysis and in-depth interviews. Then, thematic analysis techniques is used to process data. The subject of this study is Miracholecct's consumers, which is according to the Miracholecct market target. The result of this study is Miracholecct online store has an identity, position and brand image that is consistent with the use of selebgram endorsement, which are viewed from a brand perspective. The study also found that the consumers of the Miracholecct Hijab online store were identified by selebgrams who had the same life characteristic with them. Therefore, the choice of selebgram based on the target market is important."

"Nowadays, brand does not function as an identity or to differentiate of one product to others only. The branding has been extending in many product categories which are marketed to consumers. To offer their products, the producers can not rely on functional benefits only, but also needs to take the emotional approach to the consumers by the brand given. The approach to give the emotional benefit is through the personalities of the brand as human personalities, included to fashion products. The brand must appear as the consumers it self in order to gain the brand loyalty in long time.The purpose of this research is to find out how the impact of brand personality to brand loyalty of the consumers of fashion brand Zara at Jakarta. In addition to know which dimension of brand personality is most influential to brand loyalty. This research also using Aaker?s dimensions of brand personality, sincerity; excitement; competence; and sophistication. Aaker?s theory about the benefit of brand (functional; emotional; and self-expressive) is used as the first step to refer the brand personality concept. The theories are used to measure the brand loyalty of the consumers based on Aaker?s and Peter and Olson?s measurement.The approach used in this research is quantitative approach with descriptive as a type of research. In order to get the data that support this research, the writer using purposive sampling by distributed 23 questions related to the indicators from the dimensions stated above to 100 respondents in 5 locations (Zara?s store in Jakarta) with judgemental sampling. To find out the brand personality dimensions as independent variable to brand loyalty as dependent variable, the writer uses factor analysis and multiple regression in the measurement.The finding of this research suggests that three of four dimensions which use in measurement, have significant positive impact to brand loyalty. And the result suggests that dimension of competence has biggest impact to brand loyalty than others dimension in brand personality. Besides, dimension of excitement has no impact to the brand loyalty.This research also gives the managerial implications related to the result to Zara?s management, especially in Indonesia. The consumers did not fully aware and care about the competitive advantage which Zara offers, which most appear in dimension of excitement. So that Zara?s Indonesia should adopt the markets here better and more adaptive in the way to gain the brand loyalty of consumers. The best thing that Zara?s Indonesia can do is through the approach of characteristic, and also the culture of brand preference of Indonesian consumers."

"Indonesia mendapat peringkat ketiga pada kategori modest fashion menurut State of the Global Islamic Economy Report. Dengan begitu, menandakan bahwa industri fashion di Indonesia yang semakin menguat dan membuat peluang pasar yang cukup baik bagi para pelaku usaha. Kebutuhan Informasi agar merek-merek local dapat bertahan dengan adanya trend modest fashion ini. Maka, penelitian ini bertujuan untuk melihat faktor-faktor yang dapat mempengaruhi muslim di Indonesia dalam repurchase intention terhadap brand modest fashion pada muslim di Indonesia. Penelitian ini menggunakan metode PLS-SEM dan diolah dengan SmartPLS 3. Terdapat 227 responden yang berhasil dikumpulkan, ditemukan bahwa trust on brand modest fashion (TB), dan attitude toward buying modest fashion product (ATT) memberikan pengaruh pada repurchase intention on brand modest fashion (RI). Religiosity (R) memberikan pengaruh negative secara langsung pada RI tetapi memberikan pengaruh positif secara tidak langsung melalui variabel ATT. Akan tetapi, subjective norms (SN) dan perceived behavioral control (PBC) ditemukan tidak berpengaruh signifikan terhadap RI. Namun, SN mempengaruhi RI secara tidak langsung melalui ATT.

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Indonesia is ranked third in the modest fashion category according to the State of the Global Islamic Economy Report. That way, it indicates that the fashion industry in Indonesia is getting stronger and makes a pretty good market opportunity for business people. Information is needed so that local brands can survive with this modest fashion trend. So, this study aims to look at the factors that can influence Muslims in Indonesia in repurchase intention of modest fashion brands on Muslims in Indonesia. This study uses the PLS-SEM method and is processed with SmartPLS 3. There are 227 respondents collected, it was found that trust on brand modest fashion (TB), and attitude towards buying modest fashion products (ATT) have an influence on repurchase intention on brand modest fashion (RI). Religiosity (R) exerts a negative influence directly on RI but exerts a positive influence indirectly through the ATT variable. However, subjective norms (SN) and perceived behavioural control (PBC) were found to have no significant effect on RI. However, SN affects RI indirectly through ATT."