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"Tesis ini membahas penerapan strategi pemasaran Word of Mouth di dalam aktivitas Integrated Marketing Communication (IMC) yang telah perusahaan B2B Telekomunikasi di Indonesia dan analisis pengaruhnya terhadap brand attachment untuk menciptakan pembelian atau permintaan kebutuhan target pasar potensial terhadap produk layanan perusahaan tersebut di masa-masa mendatang. Penelitian ini dilakukan terhadap korporasi-korporasi dari berbagai segmen industri yang menjadi pelanggan 3 (tiga) perusahaan B2B telekomunikasi besar di Indonesia yang dianggap mewakili pelaku industri, yaitu Lintasarta, Telkom dan XL. Analisis data dilakukan dengan simple regression dan multiple regression, terhadap variabel brand awareness, brand image, brand satisfaction, brand trust, dan brand attachment.

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The focus of this study is to analyze the impact of brand attachment as word of mouth marketing strategy, as part of the Integrated Marketing Communications (IMC) activities, for B2B telecommunications companies in Indonesia. PT Aplikanusa Lintasarta, PT Telekomunikasi Indonesia Tbk, and PT XL Axiata, the biggest players in ICT solutions with their programs in creating the needs for their Information and Communication Technology (ICT) Solution for their potential target markets, are the example for this research for using word of mouth marketing strategy for creating the purchase intention by building brand awareness, brand image, brand satisfaction, brand trust, and brand attachment. The type of this research is quantitative research with descriptive research design and using simple regression and multiple regression."

"Loyalitas merupakan alat penting yang diperlukan oleh pemasar untuk mempertahankan mereknya ditengah persaingan bisnis yang semakin ketat. Menciptakan konsumen yang loyal merupakan salah satu strategi dari pemasaran. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pengalaman merek terhadap loyalitas merek baik secara langsung maupun tidak langsung melalui kepuasan merek pada konsumen merek merek pakaian H M di Jabodetabek. Jenis penelitian adalah penelitian eksplanatif yang menggunakan pendekatan kuantitatif. Metode pengambilan sampel adalah non-probability sampling dengan teknik convenience sampling. Pengolahan data menggunakan analisis regresi, analisis jalur dan uji sobel. Hasil penelitian menunjukan bahwa pengalaman merek memiliki pengaruh yang signifikan terhadap kepuasan merek. Pengalaman merek memiliki pengaruh yang signifikan terhadap loyalitas merek. Kepuasan merek memiliki pengaruh yang signifikan terhadap loyalitas merek. Pengalaman merek memiliki pengaruh baik secara langsung terhadap loyalitas merek maupun secara tidak langsung melalui kepuasan merek.

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Loyalty is an important tool that marketers need to maintain their brands in the midst of fierce business competition. Creating brand loyal costumers is one of the marketing strategies. The purpose of this study is to determine the effect of brand experience on brand loyalty either directly or indirectly through brand satisfaction on H M clothing brands consumer in Jabodetabek. The type of research is explanatory research using. Sampling method is non probability sampling with convenience sampling technique. Data processing used regression analysis, path analysis, and sobel test. The result of this study indicate that brand experience has a significant influence on brand satisfaction. Brand experience has a significant influence on brand loyalty. Brand satisfaction has a significant influence on brand loyalty. Brand experience has a direct effect on brand loyalty and indirect effect through brand satisfaction."

"Brand personality merupakan suatu strategi pemasaran yang potensial untuk meningkatkan loyalitas konsumen terhadap suatu merek tertentu. Hal ini terutama berlaku pada produk high involvement. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh brand personality terhadap brand loyalty melalui kepuasan konsumen. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner kepada 200 mahasiswa FISIP UI, dengan analisa eksplanatif dan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa brand personality memiliki pengaruh yang tidak signifikan terhadap brand loyalty melalui customer satisfaction.

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Brand personality is a potential marketing strategy to increase consumer loyalty towards a particular brand. This is especially true in high-involvement products. The objective of this study was to determine how the influence of brand personality on brand loyalty through customer satisfaction. This study uses a quantitative approach by distributing questionnaires to 200 FISIP UI students, with explanative analysis and Structural Equation Model (SEM). The results showed that brand personality has no significant influence on brand loyalty through customer satisfaction."

"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."

"Skripsi ini meneliti pengaruh brand placement acceptance dan brand recall terhadap preference, loyalty dan intention to purchase pada studi kasus smartphone Samsung Galaxy Note 3 dalam drama Korea “My Love From Another Star”. Responden penelitian ini dibagi menjadi dua kelompok yaitu kelompok pengguna smartphone Samsung dan kelompok pengguna non-Samsung yang masing-masing berdomisili di Jakara, Bogor, Depok, Tangerang, dan Bekasi. Metode yang digunakan untuk mengolah data dalam penelitian ini adalah Multiple Regression. Hasil penelitian membuktikan secara signifikan bahwa bagi kelompok pengguna Samsung, brand placement acceptance dan brand recall berpengaruh pada preference, dan loyalty. Namun bagi kelompok pengguna non- Samsung, brand placement acceptance mampunyai pengaruh terhadap brand recall, tetapi tidak cukup kuat untuk memengaruhi preference dan intention to purchase, sedangkan brand recall memiliki pengaruh terhadap preference dan juga intention to purchase.

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The purpose of this research is to analyse the effect of brand placement acceptance and brand recall on preference, loyalty, and intention to purchase with Samsung Galaxy Note 3 in a Korean drama called “My Love From Another Star” as the study case. Respondents of this study are divided into two groups: Smartphone Samsung User and Non-Samsung User, each of which is resided in Jakarta, Bogor, Depok, Tangerang, and Bekasi. This Study uses Multiple Regression to process the data.

The result of this research shows significantly that on Samsung user, brand placement acceptance and brand recall have impact on preference and loyalty. On the other hand, for non-Samsung user, brand placement acceptance has positive impact on brand recall, but not strong enough to influence the preference and intention to purchase, although brand recall has a positive impact on preference and intention to purchase."

"Skripsi ini membahas pengaruh Equity Drivers, Customer-Based Brand Equity, dan Customer Loyalty di dalam Industri Hypermarket dengan hypermarket Carrefour sebagai objek penelitian. Penelitian ini menggunakan SEM. Hasil penelitian dari setiap dimensi variabel menunjukkan adanya hubungan yang konsisten antara equity drivers, customer-based brand equity, dan customer loyalty. Terdapat pengaruh antara equity drivers, customer-based brand equity, dan customer loyalty dengan jumlah sampel sebanyak 300 responden. Product quality and assortment, Effort expended in keeping customers, Location, Community involvement memiliki pengaruh yang signifikan terhadap Emotional loyalty. Effort expended in keeping customers, Location, Community involvement memiliki pengaruh yang signifikan terhadap Fanaticism. Emotional loyalty dan Fanaticism memiliki pengaruh yang signifikan terhadap Consumer commitment. Selanjutnya Emotional loyalty dan Fanaticism memiliki pengaruh yang signifikan terhadap Patronage.

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This thesis discusses the influence of Equity Drivers, Customer-Based Brand Equity and Customer Loyalty in the hypermarket industry and Carrefour Hypermarket as the research object. This study uses SEM. The results of each dimension of the variables showed a consistent relationship between equity drivers, customer-based brand equity and customer loyalty. There is influence between equity drivers, customer-based brand equity and customer loyalty with a total sample of 300 respondents. Product quality and assortment, Effort expended in keeping customers, Location, Community involvement has a significant impact on Emotional loyalty. Effort expended in keeping customers, Location, Community involvement has a significant effect on Fanaticism. Emotional loyalty and Fanaticism has a significant effect on consumer commitment. Furthermore Emotional loyalty and Fanaticism has a significant effect on Patronage."

"Penelitian ini membahas bagaimana brand loyalty intentions dibentuk dari aktifitas interaksi di dalam brand community pada salah satu produk otomotif, yaitu kendaraan roda empat dengan mengambil studi kasus pengguna mobil BMW yang tergabung di dalam komunitas BMW Car Club of Indonesia (BMWCCI). Dalam penelitian ini, pengolahan data dilakukan dengan menggunakan Structural Equation Modeling dengan program LISREL 8.51. Hasil penelitian ini memperlihatkan bahwa interaksi dan tradisi dan peraturan di dalam brand community memiliki efek yang signifikan dan positif dalam membentuk brand loyalty intentions. Selain itu, variabel moderasi yang ada terbukti mempengaruhi hubungan positif dan negative dari variabel di dalam penelitian. Interpretasi, limitasi, dan implikasi manajerial akan didiskusikan lebih lanjut.

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This research investigates how brand loyalty intentions formed by activities such as interaction in a brand community on one of the automotive product, specifically in four wheeled vehicle. The object of this research is BMW user, who joined brand community called BMW Car Club of Indonesia. In this research, Structural Equation Modeling (SEM) with LISREL 8.51 program has been used to process the data. The result shows that such interaction and brand community tradition and rule has a significant and positive effect to form brand loyalty intentions. Furthermore, among two moderating variables, it is proven to affect the positive and negative relationships in this research. Interpretations, limitations, and managerial implications are discussed further."

"Industri kosmetik dunia sedang mengalami perkembangan pesat, khususnya di Indonesia. Perkembangan tersebut turut menyebabkan merek-merek baru bermunculan di pasar kosmetik. Dalam membangun hubungan dengan pelanggan, merek menjadi salah satu hal yang penting, termasuk dalam industri kosmetik. Penelitian ini ditujukan untuk mengetahui peranan identifikasi pelanggan terhadap merek dalam membangun hubungan dengan merek. Penelitian ini diuji dengan menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa faktor kesesuaian nilai, identifikasi pelanggan, affective brand commitment, social compliance brand commitment, dan positive word-of-mouth secara signifikan mempengaruhi hubungan dengan merek. Pembahasan, implikasi manajerial, dan limitasi akan didiskusikan lebih lanjut.

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World cosmetics industry is growing rapidly, especially in Indonesia. These developments contributed to the new brands popping up in the cosmetics market. In building relationships with customers, the brand became one of the important things, including in the cosmetic industry. The particular research is designed to analyze the role of the customers? identification on building brand relationships. This proposed model is tested using Structural Equation Modeling (SEM). The result shows that value congruity, customers? identification, affective brand commitment, social compliance brand commitment, and positive word-of-mouth significantly affect the brand relationship. Interpretations, managerial implications, and limitations are discussed further."

"Tujuan penelitian ini adalah untuk mengetahui pengaruh atribut produk terhadap loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 pengguna Samsung Galaxy S Advance di wilayah Jakarta Pusat dengan menggunakan metode non-probability serta teknik purposive sampling. Instrumen penelitian ini menggunakan kuesioner dan dianalisis dengan regression. Hasil penelitian ini menunjukkan bahwa atribut produk memiliki pengaruh terhadap loyalitas pelanggan sebesar 5,5 persen sedangkan 94,5 persen dipengaruhi faktor lain.

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The objective of this research is to know the effect of product attributes toward customer loyalty. This research takes the quantitative approach. The sampels for this research are 100 Samsung Galaxy S Advance users in the area of Central Jakarta using non probability sampling and purposive technique. Instruments used in this research is questionnaire and analyzed with regression The result of this research shows that product attribute has effect toward customer loyalty, as much as 5,5 percent while other factors affect as much as 94,5 percent."

"Tesis ini membahas mengenai pengaruh brand Bank Mandiri terhadap brand equity Bank Syariah Mandiri. Brand Bank Mandiri mempengaruhi lima variabel pembentuk brand equity Bank Syariah Mandiri yaitu brand awareness, brand association, perceived quality, brand loyalty dan brand image. Penelitian ini adalah penelitian kualitatif dengan desain deskriptif dan untuk analisis data menggunakan model binary logistic. Hasil penelitian menyimpulkan bahwa brand Bank Mandiri mempengaruhi brand equity Bank Syariah Mandiri. Selanjutnya dalam penelitian ini menyarankan agar Bank Syariah Mandiri mengelola brand equity lebih baik lagi.

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This thesis describes the impact of Bank Mandiri Brand on Bank Syariah Mandiri Brand Equity. Bank Mandiri Brand influences five variables forming the brand equity of Bank Syariah Mandiri, namely brand awareness, brand association, perceived quality, brand loyality and brand image. This is a qualitative study with a descriptive design and for data analysis it adopts binary logistic model. The results of the study conclude that the brand of Bank Mandiri has impact on the brand equity of Bank Syariah Mandiri.This study further suggest that Bank Syariah Mandiri manage its brand equity in a better manner."