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"Setiap orang rata-rata memiiliki satu buah telepon genggam, karenanya adopsi broadband melalui telepon genggam atau yang lebih dikenal dengan smartphone akan lebih mudah untuk diteliti. Penelitian sebelumnya yang mengungkapkan bahwa pelabelan berkontribusi terhadap penerapan teknologi informasi, dimana hal tersebut berdampak pada pembelian ulang belum banyak ditemukan. Penelitian ini bertujuan untuk mengetahui hubungan antara dimensi ekuitas merek dan penggunaan saat ini terhadap minat beli ulang terhadap minat beli ulang konsumen pada produk smartphone. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada 220 orang responden yang pernah dan sedang menggunakan smartphone. Hasil penelitian ini mengungkapkan bahwa elemen-elemen ekuitas merek seperti kesadaran merek, asosiasi merek, persepsi kualitas, serta loyalitas merek dan penggunaan saat ini memiliki hubungan yang signifikan dan positif terhadap minat beli ulang pada smartphone. Selain itu diketahui bahwa penggunaan saat ini dapat memediasi antara dimensi-dimensi ekuitas merek dan minat konsumen untuk melakukan pembelian ulang dan terus menggunakan smartphone.

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As every one owns on average one mobile phone, the adoption of broadband through handphone or more popularly known as smartphone would be the natural path to take. Past literatures had suggested that branding do contribute towards the acceptance of Information Technology, however its effect on repurchase intention had been scarce. The purpose of this research is to examine relationship between brand equity dimensions and current use to repurchase intention on smartphone. the study was conducted from 220 respondents who had and still using smartphone.

The results of the study indicated that brand equity dimensions like brand awareness, brand association, perceived quality, and brand loyalty and current use have significant and positive relationship with repurchase intention on smartphone. In addition it is also proved that current use has partially mediated the relationship between brand equity dimensions and consumer's intention to repurchasing and continue to use smartphone."

"Tujuan dari penelitian ini adalah menganalisis pengaruh citra merek Samsung terhadap minat beli ulang, pada mahasiswa Universitas Indonesia Depok. Hal tersebut dilakukan karena pada zaman modern ini, sudah banyak jumlah produsen smartphone yang menawarkan produk dengan manfaat yang serupa, hal tersebut menyebabkan para produsen harus bersaing melalui citra merek mereka masing-masing. Dalam penelitian, akan dilakukan pengukuran pada citra merek Samsung dan pengaruhnya terhadap minat beli ulang pelanggan mereka. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini berjumlah sebanyak 100 orang¸yang merupakan mahasiswa Universitas Indonesia, Depok, yang memililki smartphone Samsung. Penelitian ini menggunakan metode non-probability sampling serta teknik purposive sampling. Penelitian ini menggunakan kuesioner sebagai instrumen penelitian, dan hasilnya dianalisa menggunakan regresi linear. Hasil yang diperoleh dari penelitian ini adalah bahwa citra merek memiliki pengaruh yang kuat terhadap minat beli ulang.

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The purpose of this study was to analyze the influence of the Samsung brand image on repurchase intention on the students of the University of Indonesia, Depok. In this modern era, many number of smartphone manufacturers offer products with similar benefits, it causes the producers to compete through their brand image respectively. This study will measure Samsung's brand image and its impact on the repurchase intention of their customers.

This study uses a quantitative approach. The sample in this research were as much as 100 People who are students of the University of Indonesia, Depok, whose has own a Samsung smartphone. This study used a non-probability sampling and purposive sampling technique. This study used a questionnaire as a research instrument, and the results were analyzed using linear regression. The results obtained from this study is that the brand image has a strong influence on repurchase intention. "

"Pasar smartphone saat ini sangat sangat kompetitif dan menantang. Banyak merek baru muncul dan mencoba untuk menarik pelanggan dengan manfaat dari produk mereka. Tapi manfaat pada produk tidak cukup untuk mendapatkan niat pembelian konsumen. Membangun merek yang kuat diperlukan untuk membantu perusahaan untuk menjadi sukses di pasaran. Iklan dan negara asal dua faktor yang perusahaan dapat digunakan untuk membangun ekuitas merek yang kuat untuk memenangkan persaingan pasar. Jika perusahaan dapat membangun ekuitas merek yang kuat maka akan mudah bagi mereka untuk mendapatkan niat beli konsumen.

Pasar smartphone dipilih untuk mengetahui sejauh periklanan dan negara asal dapat mempengaruhi ekuitas merek untuk mendapatkan niat pembelian konsumen. Data dikumpulkan dari 226 responden di Jakarta. Temuan dari penelitian ini menunjukkan bahwa Iklan berpengaruh positif signifikan terhadap brand awareness, brand image, kepemimpinan merek, menganggap kualitas dan asosiasi merek. Negara asal berpengaruh positif signifikan terhadap kesadaran merek, loyalitas merek, citra merek, kepemimpinan merek, menganggap kualitas dan merek asosiasi. Dan dari semua dimensi ekuitas merek, loyalitas merek, menganggap kualitas dan asosiasi merek adalah dimensi utama yang akan mempengaruhi niat beli konsumen

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The market of smartphone nowadays is very highly competitive and challenging. Many new brands appears and tries to attract customer with the benefits of their product. But the benefit of the product is not enough to get the customer purchase intention. Building strong brand is needed to help the company to succeed in the market. Advertising and country of origin are two factors that company can use to build strong brand equity to win the market competition. If the company can build strong brand equity then it will be easy for them to get customer purchase intention.

The smartphone market is selected to know how far advertising and country of origin affect brand equity to get purchase intention of the consumers. Data collected from 226 respondents in Jakarta. The finding of this research shows that Advertising has a significant positive effect to brand awareness, brand image, brand leadership, perceive quality and brand association. Country of origin has a significant positive effect to brand awareness,brand loyalty, brand image, brand leadership, perceive quality and brand association. And from all dimensions of brand equity, brand loyalty, perceive quality and brand association are the main dimension that will affect customer purchase intention."

"Penelitian ini menjelaskan hubungan antara masing-masing elemen dalam komunikasi pemasaran terpadu sebuah merek produk terhadap pembentukan dimensi-dimensi ekuitas mereknya, serta menjelaskan hubungan antar dimensi dalam ekuitas merek produk tersebut. Metode penelitian yang digunakan adalah kuantitatif dengan survei kepada 772 responden target pemasaran produk tersebut. Analisis data menggunakan metode SEM-PLS pada aplikasi SMART PLS 3.0 dan menggunakan analisis uji univariat serta multivariat. Hasil penelitian mengungkapkan advertising, sales promotions, dan word of mouth marketing memiliki pengaruh paling besar secara positif terhadap pembentukan dimensi-dimensi ekuitas merek. Tidak ada variabel komunikasi pemasaran terpadu yang berpengaruh langsung ke brand loyalty, melainkan harus melewati brand awareness, perceived quality, dan brand association. Brand awareness akan mempengaruhi perceived quality, yang kemudian mempengaruhi brand association, dan baru kemudian mempengaruhi brand loyalty.

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This study explains the relationship between each element in the integrated marketing communication of a product brand towards the formation of dimensions of its brand equity, also explains the relationship among the dimensions in the brand equity of the product. This research use quantitative method by conduct a survey to 772 respondents of the brands' target consumer. SEM-PLS method on SMART PLS 3.0 application was used to data analysis and tested using univariate and multivariate analysis. The results of the study reveal that advertising, sales promotions, and word of mouth marketing have the greatest influence for positevly form brand equity dimensions. But there is no integrated marketing communication elements that has direct effect on forming brand loyalty, but has to pass through brand awareness, perceived quality, and brand association. Brand awareness will affects perceived quality, which then affects brand association, and at last affects brand loyalty."

"[Atribut produk merupakan unsur unsur yang melekat pada suatu produk yang dianggap penting bagi konsumen yang dijadikan suatu acuan atau dasar bagi konsumen untuk membeli atau menggunakan suatu produk. Penelitian ini bertujuan untuk mengetahui pengaruh atribut produk terhadap minat beli kembali pada produk Post it notes. Disamping itu penelitian ini juga bertujuan untuk mengukur masing masing dimensi dari atribut produk seperti kualitas produk merek desain produk harga produk terhadap minat beli kembali Data diperoleh melalui penyebaran kuesioner kepada 100 orang responden yang terdiri dari masyarakat umum di wilayah DKI Jakarta dan Depok. Hasil penelitian ini menunjukan terdapat pengaruh antara atribut produk dan minat beli kembali Hasil peneilitan ini juga menunjukan bahwa pada masing masing dimensi variabel atribut produk seperti kualitas produk tidak memiliki pengaruh nyata signifikan terhadap minat beli kembali sedangkan ketiga dimensi lainnya merek desain produk dan harga produk memiliki pengaruh terhadap minat beli kembali.

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Product attributes are elements inherent in a product that is considered important for consumers which is used as a reference or basis for consumers to buy or use a product. This study aims to determine the influence of product attributes on product repurchase intention on Post it notes In addition this study also aimed to measure the dimensions of each product attributes such as product quality brand product design product prices on repurchase intention. Data obtained by distributing questionnaires to 100 respondents consisting of the general public in Jakarta and Depok. These results indicate there are effect between product attributes and repurchasing intention. The research results also show that in each product attibrute 39s variable 39s dimension such as quality of the product does not have a significant effect towards repurchase intention while the other three dimensions brand product design and product prices have an influences on repurchase intention.;Product attributes are elements inherent in a product that is considered important for consumers which is used as a reference or basis for consumers to buy or use a product This study aims to determine the influence of product attributes on product repurchase intention on Post it notes In addition this study also aimed to measure the dimensions of each product attributes such as product quality brand product design product prices on repurchase intention Data obtained by distributing questionnaires to 100 respondents consisting of the general public in Jakarta and Depok These results indicate there are effect between product attributes and repurchasing intention The research results also show that in each product attibrute 39 s variable 39 s dimension such as quality of the product does not have a significant effect towards repurchase intention while the other three dimensions brand product design and product prices have an influences on repurchase intention , Product attributes are elements inherent in a product that is considered important for consumers which is used as a reference or basis for consumers to buy or use a product This study aims to determine the influence of product attributes on product repurchase intention on Post it notes In addition this study also aimed to measure the dimensions of each product attributes such as product quality brand product design product prices on repurchase intention Data obtained by distributing questionnaires to 100 respondents consisting of the general public in Jakarta and Depok These results indicate there are effect between product attributes and repurchasing intention The research results also show that in each product attibrute 39 s variable 39 s dimension such as quality of the product does not have a significant effect towards repurchase intention while the other three dimensions brand product design and product prices have an influences on repurchase intention ]"

"Penelitian ini bertujuan untuk mencari tahu hubungan antara sifat-sifat psikologis konsumen seperti kesadaran terhadap nilai, kerentanan terhadap pengaruh normatif, dan kebutuhan terhadap keunikan; terhadap perilaku terhadap merek, hubungan antara perilaku terhadap merek dan keinginan membeli kembali, dan apakah pengetahuan konsumen mempengaruhi kebutuhan konsumen terhadap keunikan. Hipotesis diuji dengan metode regresi sederhana dan berganda, dengan menggunakan SPSS versi 22. Penelitian ini menemukan bahwa ada hubungan yang signifikan antara sifat-sifat psikologis dan perilaku terhadap merek, dan perilaku terhadap merek juga mempengaruhi niat pembelian kembali. Sementara pengetahuan konsumen tidak mempengaruhi kebutuhan terhadap keunikan konsumen.

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This research focuses on finding out the relationship between consumer rsquo s psychological traits such as value consciousness, susceptibility to normative influence, and need for uniqueness towards brand attitude, the relationship between brand attitude and repurchase intention, and whether consumer knowledge affects the consumer rsquo s need for uniqueness. The hypotheses are tested with the simple and multiple regression method, using the SPSS version 22.

This research found that there is a significant relationship between psychological traits and brand attitude, and brand attitude also influence the repurchase intention. While consumer knowledge does not affect the need for uniqueness for the consumer."

"Penelitian ini membahas mengenai strategi pemasaran brand alliance dan pengaruhnya terhadap brand equity, brand preference, dan purchase intention dalam industri laptop. Dengan melakukan eksperimen terhadap 2 buah merek laptop dan 2 buah merek audio system yang merupakan high equity brand dan low equity brand ke dalam 4 pasang brand alliance fiksional yaitu ASUS/PIONEER, ASUS/PLANTRONICS, CLEVO/PIONEER dan CLEVO/PLANTRONICS. Penelitian ini menggunakan 162 responden yang termasuk dalam generasi Y yang lahir pada tahun 1980-2000 dan berada di sekitar lingkungan kampus baru Universitas Indonesia sebagai subjek penelitian. Teknik pengambilan sampel dilakukan dengan teknik convenience sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah paired t test dan linear regression. Hasil penelitian menunjukkan bahwa post alliance host brand equity pasangan pertama tetap stabil dengan perubahan sebesar (0,047). Pada pasangan kedua host brand equity juga tetap stabil dengan perubahan sebesar (0,098). Pasangan ketiga meningkatkan host brand equity sebesar (0,375). Kemudian pasangan terakhir meningkatkan host brand equity sebesar (0,357). Hasil uji regresi menunjukkan bahwa post alliance brand equity ternyata memiliki pengaruh positif terhadap brand preference dan purchase intention. Hasil penelitian ini menunjukkan bahwa brand alliance dapat meningkatkan brand equity dari merek laptop yang menjalankan strategi tersebut.

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This research will discuss about the brand alliance marketing strategy and its effects on brand equity, brand preference, and purchase intention in the laptop industry. By conducting experiments on 2 laptop brands and 2 audio system brand that is considered high equity brands and low equity brands into 4 pairs of fictional brand alliance that ASUS / PIONEER, ASUS / PLANTRONICS, CLEVO / PIONEER and CLEVO / PLANTRONICS.

This study is using 162 participants that are a member of generation Y whose date of birth is between 1980 and 2000 within the new campus of the University of Indonesia as a research subject. Sampling technique that is used in this research is convenience sampling technique. Data analysis technique that is used in this research is paired t test and linear regression methods.

Analysis result shows that post alliance hosts brand equity of the first pair of brand remained stable with the change of (0,047). In the second pair, host brand equity also remains stable with changes of (0,098). The third pair increases the host brand equity by (0,375). Then the last pair increases the host brand equity by (0,357).

Regression results indicate that post-alliance brand equity have a positive effect on brand preference and purchase intention. These results shows that brand alliance can increase brand equity of laptop brands who implement this strategy."

"Penelitian ini dilakukan dengan tujuan untuk menganalisis pengaruh Brand Experience Toko Online Tokopedia, baik itu experience yang positif maupun negatif dalam mengengaruhi tingkat Online Repurchase Intention Konsumen Toko Online Tokopedia pada wilayah Jabodetabek. Data pada penelitian ini didapatkan melalui penyebaran kuesioner yang melibatkan 100 responden dengan menggunakan salah satu teknik penarikan sampel non-probability sampling, yaitu teknik purporsive yang dilakukan melalui adanya screening questions pada kuesioner seperti apakah mereka melakukan transaksi di Tokopedia setidaknya satu kali dalam tiga bulan terakhir. Data pada penelitian ini diolah menggunakan program SPSS 22 for Windows. Dilakukan Uji Analisis Regresi yang pertama untuk mengukur kekuatan hubungan (korelasi) antara Variabel Brand Experience Terhadap Online Repurchase Intention dan yang kedua untuk mengetahui diterima atau ditolaknya hipotesis pada penelitian ini. Hasil dari penelitian ini menunjukkan bahwa terdapat adanya pengaruh yang terbentuk antara Brand Experience Toko Online Tokopedia dengan Tingkat online repurchase intention konsumen merek tersebut yang artinya Hipotesisnya diterima atau Ha diterima sementara Ho ditolak, dengan kekuatan interpretasi korelasi yang tergolong kuat menuju sangat kuat, dimana seluruh dimensi dalam penelitian memiliki pengaruh yang signifikan.

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This study aim to analyzing the influence of the Tokopedia Online Store Brand Experience, either positive and negative experiences in influencing the level of Online Repurchase Intention of Tokopedia Online Store Consumers in the Jabodetabek area. The data in this study were obtained through distributing questionnaires involving 100 respondents using one of the non-probability sampling techniques, that is the purposive technique which was carried out through the filtering questions on the questionnaire such as whether they had made transactions on Tokopedia at least once in the last three months. The data in this study were processed using the SPSS 22 for Windows program. The first regression analysis test was conducted to measure the relationship (recommendation) between the Brand Experience Variable on Online Purchase Intention and the second, the hypothesis could be accepted or rejected in this study. The results of this study indicate that there is an influence that is formed between the Tokopedia Online Store Brand Experience with the level of Online Repurchase Intention consumers of the brand, which means the hypothesis is accepted or Ha is accepted while Ho is rejected, with the power of interpretation that is classified as strong towards very strong, where all dimensions in this study have a significant effect."

"The growth of social media users worldwide are increasing rapidly, making it as one of the strongest platform option to conduct marketing activities. This research aims to analyze the effectiveness of social media marketing activities (SMMAs) on brand equity to enhance customers e-WOM activity and repurchase intention in the airline industry. Its expected that the result of this research may be used as fundamental data in the development of the effectiveness airline SMMA strategies. Data will be collected with survey from airline passengers who are the followers of the airlines social media accounts. The collected data were analyzed using SEM. The result showed that Perceived Risk was the most significant SMMA dimension, and Brand Equity is significantly affected by airline SMMAs. Its also validated that only Brand Awareness influence significantly on e-WOM and Repurchase Intention, while Brand Image has contrary result. As for e-WOM has positive impact on Repurchase Intention.

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Pertumbuhan pengguna media sosial di seluruh dunia meningkat pesat, menjadikannya sebagai salah satu opsi platform terkuat untuk melakukan kegiatan pemasaran. Penelitian ini bertujuan untuk menganalisis efektivitas kegiatan pemasaran media sosial pada Ekuitas Merek untuk meningkatkan aktivitas e-WOM pelanggan dan Intensi Pembelian Kembali dalam industri penerbangan. Diharapkan bahwa hasil penelitian ini dapat digunakan sebagai data mendasar dalam pengembangan efektivitas strategi pemasaran pihak maskapai. Data dikumpulkan dengan survei dari penumpang maskapai yang merupakan pengikut akun media sosial maskapai. Data yang terkumpul dianalisis menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa Risiko Persepsi adalah dimensi SMMA yang paling signifikan, dan Ekuitas Merek dipengaruhi secara signifikan oleh SMMA maskapai. Ini juga memvalidasi bahwa semua dimensi Ekuitas Merek berpengaruh secara signifikan pada e-WOM tetapi tidak pada Intensi Pembelian Kembali, sementara e-WOM berdampak pada Intensi Pembelian Kembali."

"Hasil penelitian ini ditujukan untuk mengetahui pengaruh positif dan signifikan darivariabel karakteristik merek toko dan promosi merek nasional yang terdiri dari Value Consciousness; Smart Shopper Self Perception; Brand Loyalty; Store Loyalty; Impulsiveness. Penelitian ini menggunakan desain penelitianeksploratif dan deskriptif yang dilakukan satu kali dalam satu periode. Respondenpenelitian ini berjumlah 110 orang responden yang mempunyai aktivitas berbelanja di retail atau eceran kurang dari 6 bulan terakhir. Model penelitian dengan empat belashipotesis diuji menggunakan Structural Equation Modelling (SEM). Hasilpenelitian menyatakan bahwaValue Consciousness mempunyai pengaruh signifikan dan positif terhadap merek toko begitupun dengan Brand Loyalty juga mempunyai hubungan signifikan dan positif dengan merek toko dan merek nasional.Value consciousness mempunyai hubungan tidak signifikan terhadap merek nasional dan brand loyalty; begitupun smart shopper self-perception; store loyalty; impulsiveness tidak mempunyai pengaruh signifikan terhadap merek nasional dan merek toko.

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The results of this study aimed to determine the positive and significant impact of the variable characteristics of the store brand and national brand promotion which consists of Value Consciousness; Smart Shopper Self Perception; Brand Loyalty; Store Loyalty; Impulsiveness. This study used exploratory and descriptive research design is done once in a period. This survey respondents totaled 110 respondents who have activities in retail or retail shop less than 6 months. Research model with four teen hypotheses were tested using Structural Equation Modeling (SEM). The study states that the Value Consciousness has a significant and positive influence on brand stores as well as with Brand Loyalty also has a significant and positive relationship with store brands and national brands. Value consciousness has no significant relationship to the national brand and brand loyalty; as did the smart shopper self - perception; store loyalty; impulsiveness did not have a significant influence on national brand and store brand."