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"Penelitian ini dilakukan untuk menganalisis Dampak dari Variabel Sales Promotion dan Variabel Channel of Distribution terhadap Attitude toward Brand dan Purchase Intention: Studi Kasus Dancow Calcium Plus. Variabel yang akan diuji dalam penelitian ini adalah sales promotion (Sampling dan premium) dan channel of distribution (supermarket dan hypermarket) terhadap Attitude toward Brand (sikap terhadap merek) dan Purchase Intention (minat membeli) Dancow Calcium Plus. Penelitian menggunakan metode field experiment dengan periode penelitian November & Desember 2013. Hasil penelitian menunjukkan sales promotion memberikan respon yang lebih positif melalui premium dan sampling terhadap sikap terhadap merek dan minat membeli di supermarket dan hypermarket.

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This research was intended to analyze the effects of Sales Promotion variable (sampling and premium) and Channel of Distribution (hypermarket and supermarket) variable, to Attitude toward Brand and Purchase Intention. Variables to be tested in this study are sales promotion (Sampling and Premium) and channel of distributions (hypermarket and supermarket), and attitude toward brand and purchase intention. This research using field experiments method. The study periods is November 2013. The results indicates that sales promotion give more positive impact through sampling and premium, on attitude toward brand and purchase intention, either in hypermarket or supermarket."

"Penelitian ini bertujuan untuk mengetahui pengaruh aktivitas di media sosial, iklan, serta promosi penjualan terhadap dimensi-dimensi brand equity pada low-involvement product dengan studi kasus brand kosmetik dan personal care yaitu Wardah. Sampel pada penelitian ini adalah pengguna produk dari brand Wardah dalam 3 tiga bulan terakhir dan pernah mengakses social media dari Wardah. Data diolah dengan menggunakan metode Structural Equation Modelling SEM . Hasil dari penelitian menunjukkan bahwa social media marketing activities berpegaruh positif terhadap brand awareness dan brand loyalty. Perceived advertising spend berpengaruh positif terhadap brand awareness dan berpengaruh negatif terhadap brand loyalty. Attitude towards the advertisement berpengaruh positif pada brand awareness. Monetary sales promotion berpengaruh positif pada brand association dan perceived quality. Sedangkan non-monetary sales promotion tidak berpengaruh apapun terhadap dimensi-dimensi brand equity. Pada penelitian ini juga ditemukan hubungan memediasi dari brand awareness dan perceived quality terhadap hubungan antara social media marketing activities dan brand loyalty. Hubungan dari dimensi-dimensi brand equity juga ditemukan berpengaruh positif satu sama lainnya.

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This study aims to analyze the effect of social media marketing activities, advertising, and sales promotion towards the dimensions of brand equity in low involvement product with case study of cosmetic and personal care brand that is Wardah. Samples in this study are the consumers of Wardah within 3 three months and ever accessed Wardah social media. The data was processed using Structural Equation Modeling SEM . Results from the study showed that social media marketing activities have a positive effect to brand awareness and brand loyalty. Perceived advertising spend has a positive effect on brand awareness and have a negative effect on brand loyalty. Attitude towards the advertisement have a positive effect on brand awareness. Monetary sales promotion have a positive effect t on the brand association and perceived quality. Whereas non monetary sales promotion does not have any effect on the dimensions of brand equity. This study also found a mediating effect of brand awareness and perceived quality on the relationship between social media marketing activities and brand loyalty. A positive effect of the dimensions of brand equity on one another also found in this study. "

"Penelitian ini didasari dari konsep Customer Based Brand Equity Model yang menggambarkan proses penerapan aktivitas-aktivitas Branding untuk dapat membentuk Brand Equity yang kuat sehingga perusahaan dapat mempunya kesempatan untuk memperluas merek salah satu produknya. Dalam penelitian ini kasusnya adalah LCD TV LG. Pcnclitian ini adalah penelitian kualitatif dengan desain deskriptifi I-Iasil penelitian menyarankan agar pemegang merek dalam melakukan aktifitas branding hams mampu menciptakan keunikan sehingga dapat lebih cepat masuk di dalam benak audiens. Branding yang tepat dimana timbul resonansi di dalam hati dan pikiran konsumen. Ketika kondisi itu terjadi maka akan timbul Brand Equity yang kuat. Dan dampaknya adalah Brand Equity menciptakan nilai bagi konsumen dan juga bagi perusahaan yang berguna untuk perusahaan dalam strategi perluasan merek. Produk setelah perluasan merek harus dikomunikasikan dengan tepat salah satunya dcngan word of mouth dan juga iklan yang menarik sehingga timbul persepsi baik, sikap positifl dan kepercayaan konsumen terhadap merek yang pada akhirnya akan menimbulkan perubahan perilaku dan konsumen melakukan pembelian.

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The Customer-Based Brand Equity model elicits the brand resonance in the mind and heart of consumers as the ultimate target of branding. Once such conditions established, the brand equity of the products branded is at its highest position. Through brand experiential, the curious brand seekers finally got satisfied in terms of wants, needs, and perceptions. The satisfied cormumers were then motivated to buy the brand, creating the company brand loyalty powerfully. The branding efforts reached one of its final goals, motivating the consumers to buy the company brand, not just the product brand. The study tends to be descriptive and analyzing the concepts of integrated marketing communication, branding, brand equity, and brand extension Concept analysis is performed through interpretative reading and cross-referencing to other definitions. Store branding placed in the forefront of the strategic main gate of exhibition has successfully exposed the brand visually in the eye of consumers and directly absorbed in to the mind and heart of the consumers. The repeated product brand name shouted out loud has successfully created some brand resonance through the ears of consumers. The visual and the hearings of product brand name has successfully created some level of desire for the consumers to experience the brand themselves. Once the curious consumers satisfied through brand experience, they became eager to own the brand, either product-wide or company-wide brand. Sales promotion efforts through branding and integrated marketing communication have reached beyond the expected sales target."

"ABSTRAKSebagaiamana kita ketahui, musik digital telah mengubah cara masyarakat dunia mengonsumsi musik. Saat ini, semakin banyak konsumen memilih mendengarkan musik melalui aplikasi streaming musik dibandingkan dengan mengunduh lagu atau membeli musik rekaman fisik. Hal ini didukung model bisnis freemium yang menawarkan versi gratis dan versi berbayar. Yang menjadi tantangan bagi perusahaan aplikasi musik adalah mengubah pengguna versi gratis menjadi pengguna yang mau menggunakan versi berbayar. Penelitian ini menggunakan metode eksperimen bertujuan untuk menganalisis pengaruh tipe sales promotion dan tingkat pengalaman pengguna terhadap purchase intention aplikasi streaming musik di Indonesia. Hasil dari penelitian ini adalah terdapat pengaruh antara tipe sales promotion dan user experience terhadap purchase intention aplikasi streaming musik.

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ABSTRACTAs we know, digital music has changed the way the world consumes music. Today, more and more consumers are choosing to listen to music through streaming music apps rather than downloading songs or purchasing physical music recordings. It is supported by freemium business model that offers free version and paid version. The challenge for music app companies now is converting users of the free version into users who want to use paid versions. This study uses experimental methods aimed to analyze the influence of sales promotion type and level of user experience on purchase intention of music streaming application in Indonesia. The result of this research is there are influences between sales promotion types and user experience toward purchase intention of music streaming application."

"Penelitian ini menguji pengaruh e-service quality dan sales promotion terhadap perceived quality dan attitude dapat mempengaruhi purchase intention asuransi kendaraan digital di Indonesia. Penelitian ini secara empiris mengacu pada asuransi kendaraan yang berbasis digital dalam layanannya dan diolah dengan metode SEM (Structural Equation Modeling). Dari 216 responden yang belum memiliki asuransi kendaraan digital didapatkan informasi bahwa dimensi dari e-service quality (efficiency, privacy, contact) berpengaruh secara positif terhadap perceived quality, namun tidak untuk dimensi lainnya (fulfilment dan availability). Monetary promotion berpengaruh seacara positif terhadap perceived quality namun tidak memiliki pengaruh langsung terhadap purchase intention. Selain itu, perceived quality terhadap asuransi kendaraan digital berpengaruh positif terhadap attitude sehingga mendorong purchase intention asuransi kendaraan digital. Penelitian ini akan memberikan saran kepada perusahaan asuransi kendaraan untuk mengetahui pengalaman layanan digital yang diinginkan dan mengetahui strategi pemasaran yang sesuai untuk meningkatkan purchase intention.

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This study examines the effect of e-service quality and sales promotion on perceived quality and attitude drive favorable purchase intention on digital car insurance in Indonesia. This research empirically refers to digital-based car insurance in its services and processed by the SEM (Structural Equation Modeling) method. The data were collected from 216 respondents who do not have digital car insurance. The results show that the dimensions of e-service quality (efficiency, privacy, contact) positively influence the perceived quality of digital car insurance but the others dimension (fulfilment and availability) do not have positive effect. Monetary promotion also positively builds perceived quality but does not have a direct impact on purchase intention. The results also confirm that perceived quality on digital car insurance have positive impact on the attitude and also their attitude drives favorable purchase intention on digital car insurance. This study will provide insights for car insurance companies to know the desired experience in the digital touchpoints and what marketing techniques are suitable for driving purchase intention.

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"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."

"ABSTRAKGift-with-purchase merupakan strategi marketing yang umum digunakan olehpara pemasar. Penelitian ini bertujuan untuk memahami bagaimana free gift withpurchase mempengaruhi purchase satisfaction konsumen melalui happiness. Freegift tersebut dinilai dari seberapa besar pengaruh perceived usefulness, perceivedquality, perceived cost, dan perceived ingenuity terhadap happiness. Studi kasusyang diambil adalah brand asal Spanyol, women?secret. Data diperoleh denganpenyebaran kuesioner terhadap 52 responden kemudian dianalisis dengan PartialLeast Square (PLS). Hasil penelitian menunjukkan bahwa perceived qualitymerupakan anteseden dan memiliki pengaruh signifikan terhadap happiness,sedangkan perceived usefulness, perceived cost dan perceived ingenuity tidakmemiliki pengaruh signifikan terhadap happiness. Selanjutnya, happinessmemiliki pengaruh signifikan terhadap purchase satisfaction. Berdasarkan hasilpenelitian ini, pemasar harus memiliki pemahaman lebih mengenai strategipromosi gift-with-purchase terutama dalam pemilihan jenis free gift danpresentasi free gift tersebut kepada konsumen agar efektif meningkatkan kepuasanserta penjualan.

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ABSTRACTGift-with-purchase is a common marketing strategy used by marketers. This studyaims to understand how the free gift-with-purchase influence purchase satisfactionof consumer through happiness. Free gift measured by how much influence theperceived usefulness, perceived quality, perceived cost and perceived ingenuitytoward happiness. The case study is taken from the Spanish brand, women'secret.Data obtained by distributing questionnaires to 52 respondents were analyzed byPartial Least Square (PLS). The results showed that the perceived quality is anantecedent and have a significant influence on happiness, while perceivedusefulness, perceived cost and perceived ingenuity does not have a significanteffect on happiness. Furthermore, happiness has a significant influence onpurchase satisfaction. Based on these results, marketers must have a betterunderstanding of the promotional strategy of gift-with-purchase, especially in thechoice of free gift and free gift presentation to consumers in order to effectivelyimprove the satisfaction and sales"

"ABSTRAKIndustri jasa transportasi online saat ini tumbuh dengan sangat pesat. Tujuan penelitian ini adalah untuk menganalisis pengaruh promosi penjualan yang dilakukan Grab Indonesia sebagai penyedia jasa transportasi online terhadap purchase intention. Penelitian dilakukan dengan pendekatan kuantitatif. Sampel penelitian terdiri atas 100 responden yang tinggal di wilayah Jabodetabek, berusia 17 tahun ke atas, pengguna smartphone, mengetahui promosi penjualan yang dilakukan Grab, dan belum pernah menggunakan aplikasi Grab. Data penelitian didapat dengan menyebarkan kuesioner dan dianalisis dengan analisis regresi linear sederhana. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara promosi penjualan terhadap purchase intention pada Grab Indonesia.

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ABSTRACTOnline based transportation service industry has nowadays been growing up rapidly. The purpose of this research is to analyze the effect of sales promotion of Grab Indonesia as online based transportation service provider on purchase intention. The study was conducted with a quantitative approach. The research sample consisted of 100 respondents living in the Jabodetabek area, people aged 17 years and above, users of smartphones, knowing Grab sales promotion and had never used the Grab application. The research data were obtained by distributing questionnaires and analyzed by simple linear regression analysis. The results showed that there is influence between sales promotions on purchase intention in Grab Indonesia."

"Interactivity didefinisikan sebagai kemampuan media untuk menyediakan synchronous communication dengan menekankan kecepatan respon dan kualitas informasi. Penelitian sebelumnya telah mempelajari tentang peran interactivity dalam meningkatkan secara positif involvement pelanggan terhadap mobile retail advertising. Tidak hanya interactivity, brand familiarity dan information quality juga merupakan faktor yang dapat meningkatkan involvement di dalam media sosial berdasarkan hasil penelitian lainnya yang telah dilakukan di dalam konteks media sosial. Lebih lanjut, involvement terbukti sebagai salah satu faktor yang dapat mendorong pembentukan attitude secara positif. Akibatnya, intensitas pembelian di masa depan (future purchase intention) akan meningkat karena adanya attitude yang positif terhadap suatu brand. Penelitian ini bertujuan untuk mempelajari peran interactivity sebagai salah satu prediktor pendukung dalam meningkatkan involvement pelanggan di dalam konteks media sosial. Data dikumpulkan dari 195 responden Indonesia yang tergolong pengguna aktif TikTok dengan rentang usia 18-48 tahun. Responden dipilih dengan menggunakan kriteria sampel yang sudah ditentukan berdasarkan dari rekomendasi penelitian-penelitian sebelumnya. Hasil menunjukkan bahwa interactivity dapat membentuk involvement secara positif di dalam media sosial sebuah brand. Sementara faktor lainnya seperti information quality dan brand familiarity memainkan peran yang lebih dominan dalam membentuk involvement pelanggan. Selain itu, keterlibatan terhadap media sosial secara positif mempengaruhi attitude yang mengarah pada intensitas pembelian yang lebih tinggi. Namun, involvement tidak terbukti menjadi salah satu faktor yang dapat meningkatkan intensitas pembelian

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The ability of the media to provide synchronous communication while stressing reaction time and information quality is known as interactivity. Previous studies have looked at how interactive media can help boost consumer engagement with mobile retail advertising. Based on the findings of various research that have been undertaken in the context of social media, characteristics other than interactivity, brand familiarity and information quality are other factors that can boost involvement in social media. Additionally, engagement has been shown to be one of the elements that can promote the development of a positive attitude. As a result, a good attitude toward a brand will raise the intensity of upcoming purchases (future purchase intention). In the context of social media, this study intends to investigate the role of interactivity as one of the supportive indicators for rising customer involvement. 195 Indonesian respondents between the ages of 18 and 48 who are considered active TikTok users provided the data. Using established sample criteria based on suggestions from prior studies, respondents were chosen. The findings demonstrate how interactivity can influence the way people engage with a brand's social media. While other elements, like the quality of the information and brand recognition or familiarity, influence customer involvement more significantly. Participation in social media also has a beneficial and positive effect on attitudes, which increases the customer's intention to purchase. However, involvement was not proven to be one of the factors that escalate purchase intention."