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"Penelitian ini membahas pengaruh konsumerisme, status consumption, dan consumer decision-making style terhadap brand status yang dimiliki oleh merek mode busana asal Asia dan barat pada dewasa muda. Penelitian ini adalah penelitian kuantitatif dengan desain deskriptif. Hasil penelitian menyarankan bahwa pemasar mode busana perlu memosisikan mereknya ke merek yang berstatus sosial, peritel lain harus membangun merek yang memiliki status tinggi untuk dapat meningkatkan sales, dan para akademisi perlu lebih mendalami hal-hal yang berkaitan dengan konsumerisme dan pengaruhnya terhadap pembangunan suatu merek.

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This research discusses the relationship of consumerism, status consumption, and consumer decision-making style of the brand status owned by fashion brands Asia and West country in young adults. This research is quantitative and has a descriptive research design. The results of the study suggest that marketers need to position its brand fashion brand to social status, other retailers have to build a brand that has a high status to be able to increase sales, and academics need to go deeper in matters related to consumerism and its effect on the development of a brand."

"Penelitian ini meneliti kecenderungan konsumen pengguna Blackberry Smart Phone menunjukkan perilaku anti-brand reaction setelah tidak lagi menggunakan produk tersebut (post-exit situation). Perilaku anti-brand reaction berupa mengeluh kepada publik, terobsesi untuk merusak brand, perilaku buruk lainnya muncul karena faktor internal psikologis konsumen yaitu attachment style yang dibentuk oleh dua dimensi, yaitu anxiety dan avoidance.Efek dari attachment style tersebut dimediasi oleh dua faktor yaitu loss of self image dan loss of benefit yang diderita konsumen pasca pemutusan hubungannya dengan brand. Metode penelitian yang digunakan adalah deskriptif korelasional dengan metode analisis data menggunakan teknik Structural Equation Modeling.Hasil dari penelitian ini menunjukkan bahwa dimensi dari attachment style berpengaruh signifikan terhadap anti-brand reaction terutama ketika kedua dimensi tersebut berinteraksi dan interaksinya dimediasi oleh loss of self image dan loss of benefit yang dirasakan bersamaan oleh konsumen pasca pemutusan hubungan.

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The purpose of this research is understanding consumers tendency for showing anti-brand reaction behavior after they?re no longer using Blackberry Smart Phone (post-exit situation). Anti-brand reaction behavior such as complain to public, obsess about harming the brands, and other negative behavior are predicted by consumer internal psychology factor, attachment style, which formed by two dimensions called anxiety and avoidance.

The effect of attachment style is mediated by loss of self image and loss of benefit suffered by consumer after brand relationship ends. Methodology of this research is descriptive correlation and data analysis using Structural Equation Modeling.

The result shown that both of attachment style dimensions have significant effect on anti-brand reaction, particularly when they are interacted and their interaction was mediated by loss of self image and loss of benefit that occurred simultaneously after brand relationship ends."

"ABSTRAKIndustri kosmetik dunia sedang mengalami perkembangan pesat, khususnya di Indonesia. Seiring dengan banyaknya produk dan pelaku industry kosmetika yang bermunculan, setiap produsen alat kecantikan dan kosmetika harus berlomba menciptakan nilai berbeda dari produknya untuk meningkatkan daya tarik konsumen untuk melakukan pembelian. Begitu pula halnya dengan mengendorse selebriti yang dirasa pantas dan sesuai dengan produknya, sehingga menarik niat beli mayarakat. Penulis memilih produk kosmetik L’oreal Paris yang dinilai penulis unik untuk diteliti karena L’oreal masuk dalam 10 dari 50 Merek Kosmetik Dunia Paling Bernilai tahun 2013 (dalam USD Billion). Dalam penelitian ini peneliti menguji secara empiris hubungan antara kredibilitas endorser dari L’oreal yaitu Maudy koesnaedi, kredibilitas merek dari L’oreal, dan hubungannya dengan pengembangan ekuitas merek berbasis konsumen. Dari keseluruhan hasil penelitian ini menunjukkan bahwa Endorser credibility mempengaruhi Brand Credibility. Hasil penelitian jugan menunjukkan bahwa Brand credibility mempengaruhi Consumer Based Brand Equity. Penelitian ini juga mendukung teori sebelumnya oleh Amanda; Pappu, Ravi; Cornwell, T Bettina (2011) dimana peneliti menemukan bahwa kredibilitas endorser tidak membangun consumer based brand equity secara langsung, tetapi juga dengan dampak brand credibility yang membawa pada peningkatan brand equity.

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ABSTRACTWorld cosmetics industry is growing, especially in Indonesia. With so many products and cosmetics industry players are popping up, every cosmetics manufacturers must compete to create different grades of products to enhance the consumer interest to make a purchase. Likewise, the use of celebrity endorsers were deemed inappropriate and has compatibility with the product, so that it can attract society's purchase intention. The author choose L' Oreal Paris cosmetic product that is unique to the authors assessed study, because L' oreal are included in 10 of the 50 World Most Valuable Brand Cosmetics in 2013 ( in USD Billion ). In this study we examined empirically the relationship between the credibility of the endorser of L' oreal ( Maudy Koesnaedi), the credibility of the brand L'oreal, and its relationship with the development of consumer -based brand equity. The results showed that Brand Credibility affect Endorser credibility. The results also indicate that brand credibility influence Consumer-Based Brand Equity. This study also supports previous theories from Amanda; Pappu, Ravi; Cornwell, T Bettina (2011), in which researchers found that the credibility of the endorser does not build brand equity directly, but also by the impact (mediating) of brand credibility which led to increased consumer based brand equity."

"ABSTRAKTesis ini membahas bagaimana pengaruh kredibilitas endorser terhadap sikap terhadap iklan dan sikap terhadap merek pada studi kasus l-men. Untuk menjawab permasalahan yang telah dirumuskan maka perlu diperoleh data yang berkaitan dengan variabel-variabel penelitian. Data mengenai endorser, sikap terhadap iklan dan sikap terhadap merek dikumpulkan dari 165 responden dengan menggunakan kuesioner. Data yang terkumpul tersebut selanjutnya dianalisis dengan menggunakan teknik analisis SPSS V 20. Hasil analisis menunjukkan bahwa kredibiltas endorser dapat membangun sikap yang positif terhadap iklan dan sikap terhadap merek.

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ABSTRACTThis thesis discusses how the influence credibility endorser towards ad attitude and brand attitude (case study l-men). To answer the question, data is collected from 165 respondent who were asked to fill the questionnaire about the research variables, i.e: credibility endorser, ad attitude, and brand attitude. SPSS V 20 is used to test the data. The results of the analysis shows that credibility endorser can build positive effect to ad attitide, and brand attitude."

"Penelitian ini dirancang untuk menguji pengaruh etnosentrisme konsumen pada sikap eksplisit dan implisit konsumen terhadap merek dalam dan luar negeri, serta menguji peran social desirability bias sebagai moderator dalam pengaruh tersebut. Etnosentrisme konsumen diukur menggunakan instrumen Consumer Ethnocentrism Tendency Scale (CETSCALE). Sikap eksplisit diukur menggunakan instrumen skala semantik diferensial, sedangkan sikap implisit diukur menggunakan instrumen Implicit Association Test (IAT). Sementara social desirability bias diukur menggunakan instrumen Marlowe-Crowne Social Desirability Scale (M-C SDS). Sebanyak 104 mahasiswa berusia 17-24 tahun berpartisipasi dalam penelitian ini. Berdasarkan analisis pengaruh menggunakan simple regression analysis, ditemukan bahwa etnosentrisme konsumen berpengaruh secara signifikan pada sikap eksplisit terhadap merek dalam negeri (β = 0,234, p < 0,05) dan juga pada sikap implisit (β = -0,267, p < 0,05), namun tidak berpengaruh signifikan pada sikap eksplisit terhadap merek luar negeri (β = 0,120, p > 0,05). Sementara social desirability bias tidak signifikan berperan sebagai moderator dalam pengaruh-pengaruh tersebut (R2 = 0,015; p > 0,05). Maka dari itu, dapat disimpulkan bahwa etnosentrisme konsumen memang berpengaruh terhadap sikap konsumen terhadap merek dalam negeri, namun hal tersebut tidak selalu berarti bahwa konsumen menolak merek luar negeri.

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This study was designed to examine the effect of consumer ethnocentrism to consumer's explicit and implicit attitude toward local and global brands, and also to test the role of social desirability bias as moderator. Consumer ethnocentrism was measured by Consumer Ethnocentrism Tendency Scale (CETSCALE). Explicit attitude was measured by semantic differential scale, and implicit attitude was measured by Implicit Association Test (IAT). Meanwhile, social desirability bias was measured by Marlowe-Crowne Social Desirability Scale (M-C SDS). There were 104 students aged 17 to 24 years old participated in this study. Based on the effect analysis using simple regression, consumer ethnocentrism was found significantly affect consumer's explicit attitude toward local brand (β = 0,234, p < 0,05) and also consumer's implicit attitude (β = -0,267, p < 0,05), but it didn't significantly affect consumer's explicit attitude toward global brand (β = 0,120, p > 0,05). Meanwhile, the role of social desirability bias as moderator was not found significant (R2 = 0,015; p > 0,05). Therefore, it could be concluded that consumer ethnocentrism did affect consumer's attitude toward local brand, but it didn't necessarily mean that the consumer reject global brand."

"Skripsi ini membahas mengenai pengaruh imaji kawaii pada produk Miniso Store Indonesia terhadap konsumerisme mahasiswi Universitas Indonesia. Penelitian ini bertujuan untuk mengetahui imaji kawaii yang direpresentasikan melalui produk Miniso dan menganalisis imaji kawaii memegaruhi konsumerisme mahasiswi Universitas Indonesia. Analisis penelitian ini menggunakan teori kawaii yang dikemukakan oleh Sharon Kinsella, serta teori mengenai konsumerisme yang digagas oleh Stearns. Penelitian ini bersifat mix-methods, dengan tahap deskriptif dan interpretatif phenomenologi analysis (IPA) dalam mengamati persepsi. Responden yang terlibat sebanyak 137 orang, yaitu mahasiswi Universitas Indonesia. Hasil penelitian ini ditemukan pengaruh imaji kawaii pada konsumerisme.

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This study discusses about the influence of kawaii image of Miniso Store Indonesia products on the consumerism behavior among female students in the University of Indonesia. The aims of this study are to determine the kawaii image represented through Miniso products and to analyze the influence of kawaii image on the consumerism behavior among female students in the University of Indonesia. This study uses Sharon Kinsellas theory of kawaii and Searss theory of consumerism to analyze. This is a mix-methods study, using descriptive and interpretive phenomenological analysis (IPA) to observe perceptions. The respondents of this study are 137 female students in the University of Indonesia. The result of this study finds the influences of kawaii image on consumerism behavior as follows: self fulfillment, excessive consumption, and conspicuous consumption."

"Education Consultant is a service business operations that can not be seperated from the need for effective marketing commumnications is expected to touch consumers and to stay connected with services that are intagible products. The success of the communication strategy refers to the values embodied in consumption value. Value products such covers functional values, social value, conditional value and epistemic value.Authors in this study wanted to know the forms of communication that have been run by tutoring in the area of Depok and determine the relationship between the consumption values that is owned by a decision selecting education consultant.Result of this study show that consumers education consultant SG,NF and GO have a basic consideration choosing a value based education consultant is emotional value and conditional value. Both values are positively related to the decision to choose education consultant. More consumers see that the emotional value that refers to a special feeling and also the conditional value refers to the situational factors at the time of election education consultant."

"Penelitian ini bertujuan untuk mengetahui pengaruh kesamaan diri konsumen dengan merek (Brand-self similarity), kekhasan atau keunikan sebuah merek (Brand distictiveneness), gengsi merek (Brand prestige), manfaat sosial merek (Brand Social Benefits), kehangatan merek (Brand Warmth), dan pengalaman yang mengesankan dari merek (Memorable Brand Experiences) terhadap identifikasi diri pengguna smartphone Samsung dengan merek (Consumer Brand Identification) serta untuk mengetahui apakah pengaruh identifikasi pengguna smartphone Samsung dengan merek (Consumer Brand Identification) Samsung pada kesetiaannya terhadap merek ( Brand Loyalty ) dan pengaruh identifikasi pengguna smartphone Samsung dengan merek (Consumer Brand Identification) Samsung pada keinginan pengguna untuk menganjurkan merek Samsung (Brand Advocacy ). Penelitian ini menggunakan desain penelitian deskriptif yang dilakukan satu kali dalam satu periode. Responden penelitian ini berjumlah 225 orang yang menggunakan produk Smartphone Samsung. Model penelitian diuji menggunakan Structural Equation Modelling (SEM).

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The purpose of this paper is three fold: defining the effect of brand-self similarity, brand distinctiveness, brand prestige, brand social benefits, brand warmth, and the memorable of brand experiences toward the consumer brand identification of Samsung smartphone, defining whether consumer brand identification of Samsung smartphone?s users has an effect toward its brand loyalty, and examining the effect of consumer brand identification of Samsung users on brand advocacy. The research uses an exploratory and descriptive design research which conducted in one time period. A survey was sent to 225 respondents that have bought Samsung smartphone. The research model is tested using with Structural Equation Modeling (SEM) technique."