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"Tesis ini membahas mengenai perilaku brand switching konsumen dalam pembelian produk pelembab wajah. Penelitian ini menggunakan metode survei (kuesioner) yang dilakukan terhadap konsumen pengguna produk pelembab wajah dan pernah melakukan perpindahan merek. Teknik sampling yang digunakan adalah nonprobability sampling yaitu menggunakan snowball sampling. Metode analisis data adalah dengan menggunakan structural equation modeling dengan LISREL 8.70. Hasil dari penelitian ini menunjukkan bahwa influence primary berpengaruh positif terhadap self-concept. Self-concept berpengaruh positif terhadap keputusan konsumen dalam melakukan pembelian produk pelembab wajah. Brand image berpengaruh terhadap keputusan konsumen dalam melakukan pembelian produk pelembab wajah. Ketidaksesuaian antara self-concept dan brand image dapat berpengaruh terhadap keputusan konsumen untuk melakukan brand switching untuk produk pelembab wajah. Influence of primary dapat berpengaruh terhadap health concern. Health concern berpengaruh terhadap perceived quality. Perceived quality yang buruk berpengaruh terhadap terjadinya ketidakpuasan konsumen. dan unsatisfaction dapat berpengaruh terhadap keputusan konsumen untuk melakkukan brand switching.

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The focus of the thesis is about analysis of brand switching behaviour of a consumers in purchasing face moisturizer product. The research is using survey method (questionnaire) conducted on users of consumers face moisturizer products and ever doing a brand switching. Nonprobability sampling is used as sampling technique which is snowball sampling. The data analysis method is used structural equation modeling with LISREL 8.70. The result of this research shows that influence of primary has a positive effect on self-concept. Self-concept has a positive effect on purchase decisions of consumers in the face moisturizer products. Brand image has a positive effect on purchase decisions of consumers in the face moisturizer products. The discrepancy between self-concept and brand image can influence the consumer's decision to do the brand switch of face moisturizer. Influence of primary has a positive effect on health concern. Health concern has a positive effect on perceived quality. The poor perceived quality can lead to consumer dissatisfaction that can result a brand switching behaviour. And unsatisfaction can affect the consumer?s decision to do a brand switch."

"Penelitian ini bertujuan untuk menganalisis variabel-variabel yang berpengaruh terhadap brand equity private label milik convenience store 7 Eleven yang berupa minuman berkarbonasi beku Slurpee. Metode sampling dalam penelitian ini adalah tipe non-probability sampling yaitu convenience sampling. Penelitian ini bersifat kuantitatif dan dilakukan satu kali dalam satu periode waktu single cross-sectional . Penyebaran kuesioner dilakukan secara online dengan bantuan google docs, serta menggunakan metode store-intercept survey atau survei yang dilakukan ketika responden sedang berada di 7 Eleven. Responden dikatakan layak jika setidaknya pernah mengunjungi 7 Eleven dalam tiga bulan terakhir, serta pernah mengonsumsi atau membeli Slurpee. Pengisian kuesioner bersifat self-administered atau responden mengisi sendiri kuesioner yang dibagikan. Jumlah responden yang berhasil dihimpun sebanyak 208 responden. Data penelitian ini diolah dengan menggunakan teknik Structural Equation Modeling SEM . Hasil pengolahan data menunjukkan bahwa variabel harga, monetary promotions, dan distribusi 7 Eleven memberikan pengaruh pada brand equity produk private label, sementara itu variabel advertising activity, in-store promotions dan in-store communication tidak memberikan pengaruh terhadap brand equity private label.

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The purpose of this research is to analyze variables affecting on brand equity private label products of flavored frozen drink Slurpee, a product of convenience store 7 Eleven. The sampling method is non probability sampling specifically convenience sampling. The study was conducted with a single cross sectional. The questionnaire was distributed online using google docs, along with the store intercept survey method as well. The respondents should be visiting 7 eleven in the last three months and had been tasted or bought Slurpee in order to be categorized as appropriate. The research data is processed with Structural Equation Modeling SEM . This research was collected by 208 respondents. The results of the processing data reflect some of the elements of marketing mix price, monetary promotions, and wide distribution channel of 7 Eleven affect the brand equity of the private label product, meanwhile advertising activity, in store promotions, and in store communication do not affect brand equity of the private label products."

"Penelitian ini meneliti pengaruh brand experience,brand satisfaction, brand trust terhadap brand loyalty pada Natasha Skin Clinic Cabang Depok. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner ke 100 responden dengan teknik pengambilan sampel non-probability sampling. Hasil penelitian menunjukkan bahwa brand experience berpengaruh positif terhadap brand satisfaction, brand experience berpengaruh positif terhadap brand trust, brand satisfaction berpengaruh positif terhadap brand loyalty, brand trust berpengaruh positif terhadap brand loyalty dan brand experience berpengaruh positif terhadap brand loyalty.

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This study examines the effect of brand experience, brand satisfaction, brand trust on brand loyalty at the Depok Natasha Skin Clinic Branch. This study uses a quantitative approach by distributing questionnaires to 100 respondents with a non-probability sampling technique. The results showed that brand experience has a positive effect on brand satisfaction, brand experience has a positive effect on brand trust, brand satisfaction has a positive effect on brand loyalty, brand trust has a positive effect on brand loyalty and brand experience has a positive effect on brand loyalty."

"Penelitian ini bertujuan untuk mengetahui hal yang menpengaruhi minat pembelian konsumen terhadap perangkat Apple Watch di Indonesia, berdasarkan faktor - faktor yang terbentuk, seperti: Perceived Usefulness, Perceived Ease of Use, Brand Image, dan Attitude towards Using Apple Watch. Data diperoleh dari penyebaran kuesioner kepada 250 responden, pria dan wanita berkewarganegaraan asli Republik Indonesia, dengan usia berkisar antara 17-30 tahun yang merupakan pengguna iPhone khususnya di wilayah Jabodetabek. Analisis data dilakukan menggunakan software Lisrel 8.80, dengan metode Structural Equation Modeling atau SEM. Hasil penelitian ini menunjukan bahwa terdapat pengaruh secara langsung pada perceived usefulness terhadap attitude towards using Apple Watch, brand image terhadap attitude towards using Apple Watch, attitude towards using Apple Watch terhadap purchase intention, dan perceived ease of use terhadap perceived usefulness. Selain itu juga terdapat beberapa variabel yang tidak memiliki pengaruh satu sama lain, yakni perceived ease of use terhadap attitude towards using Apple Watch, perceived usefulness terhadap purchase intention, dan brand image terhadap purchase intention. Kata kunci: Perceived Usefulness, Perceived Ease of Use, Brand Image, Attitude Towards Using Apple Watch, Purchase Intention.

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This study aims to analyze factors which influence consumers 39 purchase intention to use Apple Watch, based on factors performed, such as Perceived Usefulness, Perceived Ease of Use, Brand Image, and Attitude towards Using Apple Watch. Data were collected using questionnaire which distributed to 250 respondents, aiming for man and woman from 17 to 30 years old who are using iPhone as their smartphones in Indonesia especially in Jabodetabek. Lisrel 8.80 is used to analyze the data, with Structural Equation Modeling SEM method. The result of this research shows that perceived usefulness has a direct impact on attitude towards using Apple Watch, brand image has a direct impact on attitude towards using Apple Watch, attitude towards using Apple Watch has a direct impact on purchase intention, and perceived ease of use has a direct impact on perceived usefulness. Futhermore, the result of this research also finds that perceived ease of use does not have a direct impact on attitude towards using Apple Watch, perceived usefulness does not have a direct impact on purchase intention, and brand image does not have a direct impact on purchase intention. Keywords Perceived Usefulness, Perceived Ease of Use, Brand Image, Attitude towards Using Apple Watch, Purchase Intention."

"Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh positif antara authenticity perception dengan brand awareness, brand image dan perceived quality, serta bagaimana ketiga variabel tersebut mempengaruhi brand loyalty. Penelitian ini juga bertujuan untuk menguji dampak dari brand loyalty pada brand choice intention dari konsumen restoran khas Sunda. Data pada penelitian ini didapat dari penyebaran kuesioner secara online kepada responden yang mengunjungi restoran khas Sunda paling tidak sekali dalam kurun waktu tiga bulan terakhir. Metode yang digunakan dalam pengambilan sampel adalah metode non-probability sampling yaitu convinience sampling. Penelitian dilakukan satu kali dalam satu periode penelitian dengan menggunakan single cross sectional design. Data yang didapat diolah dengan menggunakan metode Structural Equation Modelling SEM . Hasil pada penelitian ini menunjukkan bahwa authenticity perception berpengaruh positif terhadap brand awareness, brand image dan perceived quality. Brand image dan perceived quality berpengaruh positif terhadap brand loyalty sedangkan brand image tidak memiliki pengaruh positif terhadap brand loyalty. Kemudian brand loyalty memiliki pengaruh positif yang signifikan terhadap brand choice intention konsumen.

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This Study examines if authenticity perception had positively influenced brand awareness, brand image and perceived quality, as well as how these three variables will influence brand loyalty.This study also examines the impact of brand loyalty on brand choice intention for Sundanese restaurant. Questionnaires were distributed online to respondents who visited Sundanese restuarant at least once for the last three months. Sampling method used was non probability sampling specifically convenience sampling. Study were held one time in one period of time which single cross section design was used. Data were analysed using Structural Equation Modelling SEM . Findings indicate that authenticity perception is a critical determinant of brand equity and brand equity has a significant impact on brand choice intention. "

"Tesis ini membahas mengenai pengaruh loyalitas akan merek induk, persepsi kesamaan merek induk dan merek ekstensi, dan keterlibatan konsumen akan kategori produk ekstensi, terhadap evaluasi dan intensitas pembelian ekstensi merek deodoran dari Adidas. Teknik sampling yang dilakukan adalah non probability sampling. Metode analisis data menggunakan dua software, yakni SPSS 16.0 untuk pretest dan SmartPLS 3 untuk melakukan analisis model pengukuran dan model struktural penelitian. Hasil dari penelitian ini menunjukkan bahwa dimensi dari loyalitas akan merek induk, yakni hubungan afektif terhadap merek induk, perilaku loyalitas terhadap merek induk, dan hubungan citra diri konsumen dengan merek induk, secara positif mempengaruhi evaluasi konsumen akan brand extension deodoran Adidas. Keterlibatan konsumen terhadap kategori extended product juga secara positif mempengaruhi evaluasi konsumen akan brand extension deodoran Adidas. Persamaan antara merek induk dan merek ekstensi secara positif mempengaruhi evaluasi konsumen akan brand extension deodoran Adidas. Lalu yang terakhir adalah, evaluasi konsumen akan brand extension juga secara positif mempengaruhi intensi pembelian terhadap brand Adidas deodorant.

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This thesis examine the effects of loyalty towards parent brand, similarity between parent brand and extended brand, and consumer involvement towards extended product category, towards attitude regarding brand extension and purchase intention towards brand extension of deodorant from Adidas. The research using non probability sampling technique and using two softwares for data analysis SPSS 16.0 for pretest and SmartPLS 3 for analyzing measurement model and structural model. Output from the research shows that three dimension of brand loyalty toward parent brand, which is affective relationship, behaviour intention, and self image relationship have a positive effect toward attitude regarding brand extension. Then, similarity between parent brand and extended brand has a positive effect towards attitude regarding brand extension. After that, consumer involvement towards extended product category also has a positive effect towards attitude regarding brand extension. Lastly, attitude towards brand extension also has a positive effect towards purchase intention regarding Adidas deodorant as a brand extension."

"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."

"Dewasa ini, marak beredar pemberitaan mengenai dampak konsumsi minuman berkarbonasi jangka panjang di media online, Coca-Cola mencoba memotivasi konsumen dengan mengubah pendekatannya, agar konsumen tetap mengonsumsi Coca-Cola meski telah mengetahui dampak jangka panjangnya. Berbekal analisis konsumen mendalam terhadap pasar dan biaya pemasaran yang besar, Coca-Cola mencoba mengubah cara pandang negatif konsumen terhadap produknya. Permasalahan yang dibahas dalam jurnal ini adalah apa yang memotivasi konsumen untuk terus mengonsumsi Coca-Cola, serta apa yang dilakukan oleh pihak terkait untuk dapat mengantisipasi dampak dari tingginya konsumsi minuman berkarbonasi di Indonesia. Tujuan penulisan jurnal ini adalah mengetahui jenis pemasaran apa yang digunakan Coca-Cola untuk memotivasi konsumen untuk terus mengonsumsi Coca-Cola, juga mengetahui upaya apa saja yang dilakukan oleh pemerintah untuk mengantisipasi dampak dari tingginya tingkat konsumsi minuman berkarbonasi di Indonesia. Jurnal ini diharapkan dapat memperkaya wawasan dan mampu membuka mata pembaca terhadap penerapan analisis konsumen dalam bisnis minuman berkarbonasi di Indonesia. Jurnal ini juga diharapkan dapat memberikan masukan kepada pekerja di bidang komunikasi dapat mengembangkan cara-cara untuk dapat memotivasi dalam proses komunikasi. Teori yang digunakan untuk menganalisa permasalahan tersebut adalah teori analisis konsumen dan teori pemasaran. Penulisan jurnal ini menggunakan metode deskriptif dan studi kepustakaan. Jurnal ini dalam penulisannya mengandalkan data sekunder yang diperoleh dari berbagai macam sumber sebagai referensi penulisan. Hasil dari pembahasan jurnal ini adalah kolaborasi teknik analisis konsumen dengan pemasaran yang baik berhasil mengembalikan loyalitas konsumen Coca-Cola, serta tengah dilakukannya pengkajian mengenai pengenaan tarif cukai terhadap minuman berkarbonasi oleh pemerintah Indonesia untuk menanggulangi dampak dari tingginya angka konsumsi minuman berkarbonasi di Indonesia.

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Nowadays, there are so many news about the impact of long-term consumption of carbonated beverages in online media, Coca-Cola tried to keep motivating the consumers by changing their approach, so that consumers will continue to consume Coca-Cola even though they are already know the impact of consuming it in long-term. With a deep consumer analysis and a huge marketing budget, Coca-Cola tried to change the negative perception of consumers towards their products. Problems examined in this paper is what motivates the consumers to continue consuming Coca-Cola, and what was done by the government to be able to anticipate the impact from the high consumption numbers of carbonated drinks in Indonesia.

This paper aims to find out what kind of marketing Coca-Cola used to motivate their consumers to continue consuming Coca-Cola, also know what is being done by the government to anticipate the impact from the high consumption numbers of carbonated drinks in Indonesia. This paper is expected to enrich the knowledge and being able to open the eyes of the reader to the application of consumer analysis in carbonated beverage business in Indonesia. The paper is also expected to provide input to the workers in the field of communication, they can develop another ways to motivate in the communication process.

Theories used in analyzing the problem are consumer analysis theory and marketing theory. . This paper is written in descriptive method and literature review based, which relies the secondary data collected by many sources as writing reference.

The results of this paper is a great collaboration between consumer analysis techniques and good marketing that successfully restore the Coca-Cola consumer’s loyalty, and also an assessment is being conducted regarding the imposition of excise rates, for carbonated beverages by the Indonesian government to mitigate the impact from the high consumption numbers of carbonated drinks in Indonesia."

"Penelitian ini bertujuan untuk menganalisis perbandingan antara pengaruh brand awareness terhadap purchase intention Go-Jek dan GrabBike. Penelitian ini adalah penelitian kuantitatif dengan desain deskriptif. Penelitian ini dilakukan dengan survey kepada calon konsumen Go-Jek dan GrabBike yang berdomisili di wilayah Jabodetabek. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh antara brand awareness Go-Jek terhadap purchase intention dengan korelasi antar variabel mendekati sempurna. Untuk pengaruh antara brand awareness GrabBike terhadap purchase intention, hasil penelitian ini menunjukkan bahwa terdapat pengaruh antara brand awareness GrabBike terhadap purchase intention dengan korelasi antar variabel sangat kuat.

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This study's purpose was to analyze the effect of brand awareness towards purchase intention on the Go-Jek's and GrabBike's potential consumers, the respondents are men and women aged 18-28 years who live in Jakarta, Bogor, Depok, Tengerang, and Bekasi area. This study uses quantitative method approach. The results of this study indicate that there is a strong influence between Go-Jek's and GrabBike's brand awareness toward their purchase intention. the results of this study also indicate that both Go-Jek's and GrabBike's brand awareness and purchase intention have a very strong correlation between each variables."

"Perkembangan industri kosmetik di Indonesia yang semakin meningkat membuat suatu merek perlu untuk memiliki daya tarik tersendiri dibandingkan dengan merek kompetitor lainnya. Keunikan merupakan kunci bagi suatu merek untuk dapat memikat daya tarik konsumennya. Wardah merupakan salah satu merek yang memiliki keunikan tersendiri dalam memperkenalkan mereknya kepada konsumen. Wardah menerapkan strategi islamic branding yang bersandar pada prinsip-prinsip syariah Islam dalam membentuk brand image-nya sebagai merek kosmetik halal di Indonesia. Makalah ini disusun untuk menganalisis penerapan strategi islamic branding oleh Wardah dalam pembentukan brand image dan pengaruhnya terhadap minat beli konsumen. Teori dan konsep yang digunakan dalam makalah ini meliputi islamic branding, brand image, dan purchase intention yang didukung oleh penggunaan metode pengumpulan data berupa data sekunder serta analisis masalah menggunakan metode analisis konten. Hasil analisis menemukan bahwa penerapan strategi islamic branding yang dilakukan Wardah dalam upaya pembentukan brand image memiliki pengaruh terhadap minat beli konsumen di Indonesia terhadap produk Wardah.

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The development of the cosmetic industry in Indonesia is currently increasing, this situation makes a brand need to have its own attractiveness to the consumers compared to other competing brands. Uniqueness is the key for a brand to be able to attract consumer appeal. Wardah is a brand that has a uniqueness in introducing its brand to consumers. Wardah implements an Islamic branding strategy that relies on Islamic syriah principles in shaping its brand image as a halal cosmetic brand in Indonesia. This paper is structured to analyze the implementation of Islamic branding strategy by Wardah in the formation of brand image and its effect on consumer buying intention. The theory and concepts used in this paper include Islamic branding, brand image, and purchase intention which are supported by the use of data collection methods in the form of secondary data and problem analysis using content analysis methods. The results of the analysis found that the implementation of the Islamic branding strategy carried out by Wardah in an effort to form a brand image had an influence on consumer buying interest in Indonesia for Wardah products."