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"Tujuan dari penelitian adalah memahami komponen kognitif (kompetensi dan kehangatan) dan komponen afektif (kekaguman, merendahkan, iri dan kasihan) dalam citra negara (country image/CI), dan hubungannya dengan citra produk negara (product country image/PCI), ekspektasi terhadap produk luar negeri (expectation of foreign product/EFP), dan kesediaan membeli (willingness to buy/WTB). Riset ini dilaksanakan menggunakan desain riset deskriptif cross-sectional untuk menguji hubungan antar variabel. Data dikumpulkan menggunakan metode survei dengan memanfaatkan mahasiswa sebagai sampel. Hipotesis diuji dengan menggunakan analisa regresi. Model konseptual mengaplikasikan BIAS Map dalam konteks citra negara. Penelitian ini menggunakan negara Korea Selatan sebagai obyek penelitian, khususnya makanannya. Hasil penelitian ini memperlihatkan bahwa kehangatan memiliki peranan penting dalam model penelitian; kegaguman merupakan satu-satunya komponen afektif yang mempengaruhi kesediaan membeli; dan ekspektasi terhadap produk luar negeri telah berhasil dimasukkan ke dalam model. Temuan dari penelitian bermanfaat bagi perusahaan internasional yang menggunakan asosiasi negara asal produk (country of origin/COO) sebagai alat promosi pemasaran.

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The purpose of this study is to recognize the cognitive components (competence and warmth) and affective components (admiration, contempt, envy and pity) of country image (CI), and its relation to product country image (PCI), expectation of foreign product (EFP), and willingness to buy (WTB). The research is conducted using single cross-sectional descriptive research design to test relationships between the variables. The data is collected using survey method with university students as sample. The hypotheses are tested using regression analysis. The conceptual model is applying the BIAS map on country image context. The research is using South Korea as the research object, specifically on Korean food. The result shows that warmth plays important role in the model; admiration is the only affective component that influence willingness to buy; and expectation of foreign product is successfully added into the model. The findings in the research is beneficial for international companies that are using country of origin (COO) association as a promotional marketing tool."

"Penelitian ini membahas mengenai pengaruh country of origin image terhadap pembentukan brand equity pada salah satu produk otomotif, yaitu kendaraan roda dua dengan mengambil studi kasus pengguna sepeda motor Bajaj Pulsar. Dalam penelitian ini, pengolahan data dilakukan dengan menggunakan Structural Equation Modeling dengan program LISREL 8.5. Hasil penelitian ini menunjukkan bahwa country of origin image mempunyai pengaruh positif serta signifikan terhadap sumber brand equity. Selain itu sumber brand equity yang merupakan variabel mediasi terdiri dari tiga variabel, yaitu brand distinctiveness, brand loyalty, dan brand awareness. Hanya variabel brand loyalty yang mempunyai pengaruh positif serta signifikan terhadap brand equity. Sebaliknya country of origin image tidak mempunyai pengaruh signifikan terhadap brand equity. Interpretasi, limitasi, dan implikasi manajerial akan didiskusikan lebih lanjut.

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This research investigates the effect of country of origin image on the formation of brand equity on one of the automotive product, specifically in two-wheeled vehicle. The case study used is Bajaj Pulsar Motorcycle. In this research, Structural Equation Modeling (SEM) with LISREL 8.5 program has been used to process the data. The result shows that country of origin image has a positive and significant effect on brand equity dimensions. Furthermore, among three mediating variables of brand equity dimensions (those are brand distinctiveness, brand loyalty, and brand awareness/associations), it is proven that there is only one mediating variable, brand loyalty, which has a positive and significant effect on brand equity. However, it is found that country of origin image has not significant effect on brand equity. Interpretations, limitations, and managerial implications are discussed further."

"ABSTRAKTesis ini membahas bagaimana citra celebrity endorser yaitu Ariel ?Noah? mempengaruhi brand image yang terdiri dari favorability, strength, dan uniqueness of brand association produk XL bebas terhadap purchase decision konsumen. Brand image dari produk XL akan terbentuk di dalam persepsi konsumen berdasarkan citra dari Ariel ?Noah? yang diketahui memiliki kasus video seksual. Setelah menuntaskan masa hukumannya , Ariel kembali berkarya dan digunakan PT. XL Axiata Tbk. sebagai endorser dengan menyesuaikan tema produk sesuai kebebasan Ariel yaitu XL Bebas. Berdasarkan hasil penelitian, diketahui bahwa terdapat pengaruh antara credibility dan attractiveness celebrity endorser terhadap brand image. 2 faktor brand image yaitu favorability dan strength of brand association berpengaruh terhadap purchase decision. Namun salah satu bagian brand image yaitu uniqueness of brand association diketahui tidak berpengaruh terhadap purchase decision konsumen.

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ABSTRACT

This tesis discusses how the affect of celebrity endorser image Ariel ?Noah? affect brand image consisting favorability, strength, and uniqueness of brand association on consumer purchase decision for XL Bebas product. Brand Image of XL will be formed based on the consumer's perception of the image of Ariel "Noah" whose known having sex video case. After completing his sentence, Ariel back to work and hired by PT. XL Axiata Tbk. as a product endorser of XL Bebas to make same theme according to Ariel freedom. Based on this research, it is known that the result are significant between celebrity endorser credibility and attractiveness of the brand image. 2 factors of brand image, namely favorability and strength of brand association have influenced on purchase decision. But one part of the brand image called the uniqueness of brand association didn?t have any affect on consumers purchase decision."

"ABSTRAKPenting bagi suatu perusahaan taksi untuk menjaga brand image-nya karena dapatmenjadi preferensi utama konsumen dalam membuat keputusan. Brand imagebenefits memiliki 5 dimensi yaitu, functional, symbolic, social, experiential, danappearance enhances, yang diukur untuk melihat pengaruhnya terhadap kepuasandan loyalitas konsumen. Penelitian terhadap 120 responden konsumen taksi BlueBird menemukan bahwa brand image benefits berpengaruh terhadap overallsatisfaction dalam dimensi functional, experiential, dan appearance enhances.Brand image benefits pada dimensi experiential, dan appearance enhancesberpengaruh terhadap loyalty intention. Loyalty intention berpengaruh terhadapoverall satisfaction. Brand image benefits mempengaruhi loyalty intention viaoverall satisfaction, dengan full maupun partial mediation.

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ABSTRACTIt is important for a taxi company to maintain its brand image, because it can bemain preference for consumers. Brand image benefits has 5 dimensions,functional, symbolic, social, experiential, and appearance enhances, that measuredto identify its effects to satisfaction and loyalty. From 120 Blue Bird consumers,showed that brand image benefits significantly affect overall satisfaction infunctional, experiential, and appearance enhances dimensions. Brand imagebenefits in experiential, and appearance enhances has a significant effect onloyalty intention. Loyalty intention does influence overall satisfaction. Brandimage benefits acts on loyalty intention via overall satisfaction by full and partialmediation."

"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."

"[Tujuan dari penelitian ini adalah untuk melihat pengaruh dari atributproduk fashion terhadap perilaku pembelian impulsif konsumen, dengan mempertimbangkan perilaku utilitarian web browsing dan hedonic web browsing konsumen di situs online yang menjual produk fashion. Sampel penelitian ini adalah 166 pria dan wanita yang pernah melakukan pembelian produk fashion di situs online lokal dalam kurun waktu 6 (enam) bulan terakhir. Data diolah dengan menggunakan metode Structural Equation Modeling. Hasil penelitian menunjukkan bahwa atribut produk yang mempengaruhi perilaku Utilitarian WebBrowsing konsumen adalah Variety of Selection, sedangkan atribut produk yang berpengaruh terhadap perilaku Hedonic Web Browsing konsumen adalah Price Attributes. Di samping itu, hasil penelitian menunjukkan bahwa perilaku Utilitarian Web Browsing berpengaruh secara negatif terhadap E-Impulse Buying, sedangkan Hedonic Web Browsing memiliki pengaruh positif terhadap E-Impulse Buying.;This research aims to analyze the effect of fashion product attributes on consumer?s e-impulse buying behavior by taking Utilitarian Web Browsing behavior and Hedonic Web Browsing behavior into account. The sample of this study were 166 people who made a purchase of fashion product in local fashion websites within a period of six months. Data were analyzed using Structural Equation Modeling method. The result shows that Variety of Selection affects consumer?s Utilitarian Browsing Behavior, whilst consumer?s Hedonic Web Browsing behavior is affected by the Price Attributes on fashion websites.Furthermore, the result shows that Utilitarian Web Browsing behavior has a negative influence on E-Impulse Buying, whilst Hedonic Web Browsing behavior has a positive influence on E-Impulse Buying;This research aims to analyze the effect of fashion product attributes on consumer?s e-impulse buying behavior by taking Utilitarian Web Browsing behavior and Hedonic Web Browsing behavior into account. The sample of this study were 166 people who made a purchase of fashion product in local fashion websites within a period of six months. Data were analyzed using Structural Equation Modeling method. The result shows that Variety of Selection affects consumer?s Utilitarian Browsing Behavior, whilst consumer?s Hedonic Web Browsing behavior is affected by the Price Attributes on fashion websites.Furthermore, the result shows that Utilitarian Web Browsing behavior has a negative influence on E-Impulse Buying, whilst Hedonic Web Browsing behavior has a positive influence on E-Impulse Buying, This research aims to analyze the effect of fashion product attributes on consumer’s e-impulse buying behavior by taking Utilitarian Web Browsing behavior and Hedonic Web Browsing behavior into account. The sample of this study were 166 people who made a purchase of fashion product in local fashion websites within a period of six months. Data were analyzed using Structural Equation Modeling method. The result shows that Variety of Selection affects consumer’s Utilitarian Browsing Behavior, whilst consumer’s Hedonic Web Browsing behavior is affected by the Price Attributes on fashion websites.Furthermore, the result shows that Utilitarian Web Browsing behavior has a negative influence on E-Impulse Buying, whilst Hedonic Web Browsing behavior has a positive influence on E-Impulse Buying]"

"Suatu perubahan yang dilakukan meskipun hanya sedikit ataupun terlihat kecil (atau dapat dikatakan tidak terlalu mencolok), tetapi tetap saja akan sangat berpengaruh kepada banyak hal; untuk saat ini dan nantinya. Penelitian ini mengambil studi kasus mengenai perubahan logo yang telah dilakukan oleh Unilever terhadap merek / produk AXE. Perubahannya hanya sebatas pada karakteristik huruf AXE itu sendiri dimana dari observasi respondensi yang dilakukan sebelum mengarah pada sampel populasi yang lebih representatif, ternyata kebanyakan orang yang mengetahui (setidaknya pernah melihat ataupun mendengar) tentang merek AXE; baik buyer maupun user, menunjukkan kecenderungan tidak menyadari akan perubahan logo tersebut. Berdasarkan fenomena ini dilakukanlah konstruk penelitian dengan acuan Brand Element (yang memiliki kriteria pembentukan: Memorability, Meaningfulness, Likeable, Transferable, Adaptability, dan Protectability) terhadap keseluruhan performa dari logo baru AXE dibandingkan dengan logonya yang lama.

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A change taken even just a little (less significant), but still it would be devastating to many things; now or other time. This research takes a case study on the logo's change which has been carried out by Unilever on AXE's brand / product. The change is limited to the characteristics of the AXE letter itself where correspondence from the observations made before leads to a more representative population samples, most people who know (or at least had seen or heard) about the AXE's brand; both buyers and users, showed a tendency not aware of the change in the logo. Based on this phenomenon conducted this study to construct a reference Brand Element (its formation criterias: Memorability, Meaningfulness, Likeable, Transferable, Adaptability, and Protectability) to the overall performance of the new logo of AXE compared with its old logo."

"Tesis ini meneliti tentang pengaruh dari brand innovativeness dan brand leadership terhadap keberhasilan luxury brands di Indonesia, dan bagaimana brand luxury, brand user-imagery fit dan brand value mempengaruhi willingness to pay a premium pada luxury fashion brands. Setelah dilakukan tinjauan pustaka dan penyusunan hipotesis, diperoleh data dari penyebaran kuesioner terhadap 157 responden yang pernah membeli dan menggunakan tas bermerek (Hermes, Chanel, dan Louis Vouitton) di wilayah Jakarta, dengan melakukan pendekatan snowball sampling dan convenience sampling, dan kemudian dilakukan analisis terhadap data dengan Structural Equation Modeling (SEM).Hasil penelitian menunjukkan bahwa brand innovativeness tidak memiliki pengaruh secara langsung terhadap brand luxury, sedangkan brand leadership mempunyai pengaruh positif terhadap brand luxury. Lebih lanjut variabel Brand luxury, brand value, dan brand user-imagery fit memiliki pengaruh yang positif terhadap willingness to pay a premium dan yang pengaruhnya paling besar terhadap willingness to pay a premium adalah brand value. Oleh karena itu, untuk menciptakan brand luxury harus diawali dengan upaya membangun brand leadership, apakah sudah menjadi merek yang terdepan, beradaptasi dengan perkembangan jaman dan memiliki visi jangka panjang. Kemudian dengan menjadi brand luxury tidak serta merta konsumen akan bersedia membayar premium, harus ada brand value yang kuat yang didasari bahwa dirinya adalah bagian dari orang-orang pengguna luxury fashion brand tersebut. Dalam membentuk brand luxury dan willingness to pay a premium, perusahaan sebaiknya memperhatikan "the Brand Luxury Model" pada penelitan ini.

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This thesis examines the effect of brand innovativeness and brand leadership with respect to the success of luxury brands in Indonesia; as well as how brand luxury, brand user-imagery fit and brand value have an effect on the willingness to pay a premium on the luxury-fashion brands. After conducting a comprehensive literature study and crafting hypothesis, some useful data were obtained from the questioners distributed to 157 respondents who had purchased or are using a number of branded or designer bags (including Hermes, Chanel, and Louis Vouitton) in Jakarta, with a snowball sampling and convenience sampling approaches. This followed by an analysis of the data with Structural Equation Modeling (SEM).

The research has provided us with an interesting observation whereby brand innovativeness does not have a direct influence on the brand luxury, and on the other hand brand leadership offers positive influence on the brand luxury. Furthermore, brand luxury, brand value, and brand user-imagery fit, all have positive influence on the willingness to pay a premium. And brand value is perceived as the one that has the biggest influence on the willingness to pay a premium. Therefore, to create a brand luxury, one must start by putting a lot of efforts in developing a brand leadership, whether one particular brand has already become a leading brand; an adaptive brand with the ever-changing era; or having a forward long-term vision. By being a brand luxury does not necessary mean that consumers will be willing to pay for a premium. There must be a strong brand value on the basis that they are part of those users of the luxury fashion brand. In shaping the luxury brand and the willingness to pay a premium, companies should pay attention to "the Brand Luxury Model" in this research."

"Kegiatan international assignment populer dilakukan di perusahaan multinasional MNC karena manfaatnya yang besar. Namun partisipasi perempuan pada kegiatan tersebut secara historis masih rendah hingga sekarang. Padahal perempuan ditemukan memiliki keinginan, kemampuan, dan karakteristik yang sesuai dalam international assignment. Selain itu kini perusahaan-perusahaan multinasional sedang berada pada kompetisi yang ketat untuk memperoleh qualified talent dengan kompetensi global. Karena itu dibutuhkan strategi yang dapat membuat perusahaan multinasional lebih menarik dibanding kompetitornya sehingga dapat membentuk talent pool yang lebih besar. Salah satunya dengan melakukan international assignment branding yang berdasarkan penelitian sebelumnya belum banyak diteliti dan digunakan. Menggunakan metode kualitatif, penelitian ini bertujuan untuk mengeksplor peran international assignment branding pada ketertarikan perempuan Indonesia untuk masuk ke MNC. Pengumpulam data dilakukan menggunakan metode wawancara. Hasil penelitian ini menujukkan bahwa international assignment tidak berperan signifikan sebagai daya tarik bagi perempuan Indonesia untuk masuk ke MNC karena usaha international assignment branding yang rendah dari perusahaan, isu keluarga, dan jangka waktu penugasan.

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International assignment has been a popular global staffing activity in multinational company MNC because of its numerous benefits. However womens participation in international assignment is still low compared to men, while actually women were found to have a strong desire to join international assignment and also has the capability as well as the personal traits needed. Besides, today's competition in acquiring qualified talent with global talent is fierce. Therefore MNC needs to use strategies to create distinction from the competitors to build bigger talent pool, one of which by branding the MNCs international assignment. International assignment branding is a potential strategy but is still rarely studied and used.

So, this study used qualitative method and interview method to collect the data. This study aims to explore the role of international assignment branding as employer attractiveness for Indonesias women to enter MNC given their characteristics and condition. This study found that international assignments role is not significant enough to attract Indonesias women to work in MNC because of the MNCs low international assignment branding, family issues, and the time periode of assignment. "

"Skripsi ini membahas mengenai analisis variabel-variabel yang mempengaruhi intensi pembelian produk ramah lingkungan konsumen Indonesia. Terdapat lima faktor yang ingin diteliti yaitu pengetahuan tentang lingkungan, sikap terhadap lingkungan, peran pemerintah, pengaruh teman, dan label ramah lingkungan. Ruang lingkup dari penelitian ini adalah masyarakat Indonesia yang mengetahui brand The Body Shop dan tinggal di wilayah yang tedapat toko The Body Shop. Dengan menggunakan metode regresi berganda, ditemukan bahwa sikap terhadap lingkungan, pengaruh teman dan label ramah lingkungan berpengaruh terhadap intensi pembelian produk hijau.Sementara pengetahuan tentang lingkungan dan peran pemerintah tidak berpengaruh terhadap intensi pembelian produk hijau.Dengan temuan penelitian dengan konteks konsumen Indonesia, peneliti dapat memberikan beberapa saran terkait dengan intensi pembelian produk hijau.

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This research discusses the analysis variables that influence green purchase intention Indonesia consumers. There are five variables which included in this research such as environmental knowledge, environmental attitude, government initiative, peer pressure and eco label. The scope of this research is the Indonesian people who know the The Body Shop brand and live in an area which is attached to the The Body Shop store.This study is prepared using the method multiple regression. The finding shows that environmental attitude, peer pressure and eco label are the determinant factor to influence green purchase intention. Meanwhile environmental knowledge and government initiative don’t have any influence toward green purchase intention. With the finding in the context of Indonesia consumers, this research suggest recommendation about green purchase intention."