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"[Penelitian ini merupakan replikasi model penelitian yang dilakukan oleh Boo (2009)tentang aplikasi ekuitas merek pelanggan terhadap tenpat atau tujuan pariwisata,dalam penelitian ini, Bali dan Lombok dijadikan tujuan pariwisata yang akan diteliti.Penelitian ini termasuk kategori penelitian kuantitatif dengan deskriptif, crosssectional studies. Hasil penelitian ini menemukan bahwa terdapat dua cara untukmeningkatkan loyalitas pengunjung dalam bentuk keinginan untuk kembaliberkunjung dan mengatakan hal yang positif terhadap destinasi yang bersangkutan.Pertama dengan meningkatkan kualitas dalam segi performa dimana itu akanmeningkatkan loyalitas pengunjung. Kedua dengan meningkatkan imej merekpariwisata dengan memperkaya atau membuat imej yang lebih bervariasi yangmenampilkan berbagai fitur dari destinasi dengan tujuan membuat lebih banyakpengunjung merasa ada kecocokan antara imej diri sendiri dan imej destinasi dimanahal tersebut akan menghasilkan loyalitas dari lebih banyak pengunjung.;This research replicate the model proposed by Boo (2009) which is about applyingcustomer based brand equity towards a destination or places, in this research thedestination used are Bali and Lombok as destination brand. This research iscategorized as quantitative research with descriptive, cross-sectional studies. Theresult of this research found that there are two ways to improve destination brandloyalty or increasing the intention to re-visit or having a positive word of mouth. Firstis by increasing the quality in terms of performance which will increase consumer?sloyalty. Second is by improving destination brand image by enrich or creating moreimage variation regarding the destination feature in order to suit more consumer?sself-image which will results in loyalty from more consumers.;This research replicate the model proposed by Boo (2009) which is about applyingcustomer based brand equity towards a destination or places, in this research thedestination used are Bali and Lombok as destination brand. This research iscategorized as quantitative research with descriptive, cross-sectional studies. Theresult of this research found that there are two ways to improve destination brandloyalty or increasing the intention to re-visit or having a positive word of mouth. Firstis by increasing the quality in terms of performance which will increase consumer?sloyalty. Second is by improving destination brand image by enrich or creating moreimage variation regarding the destination feature in order to suit more consumer?sself-image which will results in loyalty from more consumers.;This research replicate the model proposed by Boo (2009) which is about applyingcustomer based brand equity towards a destination or places, in this research thedestination used are Bali and Lombok as destination brand. This research iscategorized as quantitative research with descriptive, cross-sectional studies. Theresult of this research found that there are two ways to improve destination brandloyalty or increasing the intention to re-visit or having a positive word of mouth. Firstis by increasing the quality in terms of performance which will increase consumer?sloyalty. Second is by improving destination brand image by enrich or creating moreimage variation regarding the destination feature in order to suit more consumer?sself-image which will results in loyalty from more consumers., This research replicate the model proposed by Boo (2009) which is about applyingcustomer based brand equity towards a destination or places, in this research thedestination used are Bali and Lombok as destination brand. This research iscategorized as quantitative research with descriptive, cross-sectional studies. Theresult of this research found that there are two ways to improve destination brandloyalty or increasing the intention to re-visit or having a positive word of mouth. Firstis by increasing the quality in terms of performance which will increase consumer’sloyalty. Second is by improving destination brand image by enrich or creating moreimage variation regarding the destination feature in order to suit more consumer’sself-image which will results in loyalty from more consumers.]"

"Penelitian ini menguji pengaruh ekuitas merek berbasis pelanggan seperti loyalitas merek, kesadaran merek, persepsi kualitas dan citra merek terhadap sikap merek dan niat beli konsumen terhadap hotel mewah di Jakarta. Penelitian ini mengumpulkan 213 responden yang tinggal di sekitar wilayah JABODETABEK untuk mengisi kuesioner. Hasil penelitian menunjukkan bahwa loyalitas merek, persepsi kualitas tidak berpengaruh positif terhadap sikap merek konsumen. Di sisi lain, kesadaran merek dan citra merek secara positif mempengaruhi sikap merek terhadap hotel mewah. Selain itu, seluruh dimensi model CBBE tidak berpengaruh positif terhadap niat beli konsumen terhadap hotel mewah di Jakarta. Dalam penelitian ini, sikap merek juga tidak memediasi pengaruh antara dimensi-dimensi CBBE dan niat pembelian konsumen sedangkan kinerja merek sebagai moderasi mempengaruhi hubungan antara sikap merek dan niat pembelian konsumen. Penelitian ini menerapkan teori CBBE di hotel-hotel mewah di Jakarta untuk mengetahui perbedaan reaksi konsumen di negara berkembang seperti Indonesia dengan menganalisis pengaruh langsung dan tidak langsung dari masing-masing dimensi CBBE terhadap sikap merek dan niat membeli.

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This research examines the effect of customer based brand equity such as brand loyalty, brand awareness, perceived quality and brand image toward brand attitude and consumer purchase intention toward luxury hotels in Jakarta. This study collected 213 respondents who live around the JABODETABEK to fill the questionnaire. The research shows that brand loyalty and perceived quality do not have positive effect on consumer brand attitude. On the other hand, brand awareness and brand image positively influence the brand attitude toward luxury hotels. In addition, the whole dimensions of CBBE model do not positively affect the consumer 39 s purchase intention toward luxury hotels in Jakarta. In this research, brand attitude does not mediate the effect of the CBBE dimensions and consumer purchase intention while brand performance as moderation affects the relationship between brand attitude and consumer purchase intention. This research applied the CBBE theory in luxury hotels in Jakarta to know the different reaction of the consumers in the developing country such as Indonesia by analyzing the direct and indirect effect of each CBBE dimension on brand attitude and purchase intention."

"Di era digital, menciptakan merek dengan hanya mengandalkan harga dan kualitas yang baik tidaklah cukup. Karena saat ini, khalayak dianggap lebih berpikir dan bertindak menggunakan perasaan dalam menentukan pilihan produk atau merek. Oleh karena itu, banyak merek yang sudah mulai menggunakan pendekatan emosional dalam menciptakan mereknya, termasuk merek pakaian lokal, BajuBaik. Keberhasilan sebuah merek dalam menggunakan metode emotional branding dapat dilihat dari customer engagement yang terbentuk. Dengan menggunakan metode pengumpulan data sekunder atau desk research, makalah ini menganalisis penggunaan metode emotional branding dengan melihat dari strategi dan pendekatan yang dilakukan oleh merek dalam pembentukan customer engagement pada merek BajuBaik yang dianalisis dengan siklus serta matriks customer engagement. Hasilnya, ditemukan bahwa penggunaan metode emotional branding yang dilakukan BajuBaik memiliki keterkaitan yang positif terhadap terbentuknya customer engagement dengan pelanggannya, yang disebut dengan OrangBaik.

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In this digital era, creating a brand by relying solely on good price and quality is not enough. Because at this time, the audience is considered to think and act using feelings in determining the choice of a product or brand. Therefore, many brands have started to use an emotional approach in creating their brands, including local clothing brand, BajuBaik. The success of a brand in using the emotional branding method can be seen from the customer engagement that is formed. By using the secondary data collection method or desk research, this paper analyzes the use of the emotional branding method by looking at the strategies and approaches taken by the brand in establishing customer engagement on the BajuBaik brand which is analyzed by cycles and customer engagement matrix. As a result, it was found that the use of the emotional branding method that BajuBaik uses has a positive relationship to the formation of customer engagement with its customers, which is called OrangBaik."

"Skripsi ini menganalisis unsur-unsur yang mempengaruhi ekuitas merek berbasis konsumen. Tujuan dari penelitian ini adalah untuk menganalisis faktor-faktor yang mempengaruhi unsur ekuitas merek berbasis konsumen pada Telkomsel operator jaringan seluler di Jakarta. Elemen faktor yang diteliti adalah Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, Kepercayaan terhadap Merek, dan Loyalitas terhadap Merek. Penelitian ini menggunakan metode penelitian deskriptif dengan teknik pengambilan sampel menggunakan metode Nonprobability sampling, wilayah penelitian di Jakarta. Teknik dari pengumpulan data dilakukan melalui penyebaran kuesioner, data yang diperoleh dari 110 responden, diolah dengan menggunakan SPPS 17,0 menggunakan metode Pearson Corellation, Cochran, Uji Asumsi Klasik, dan Regresi Berganda. Dari hasil penelitian dapat disimpulkan bahwa Kesadaran Merek, Loyalitas terhadap Merek dan Kercayaan terhadap Merek memilik dampak yang positif dalam Ekuitas Merek Berbasis Konsumen pada Telkomsel, sedangkan Asosiasi Merek dan Persepsi Kualitas tidak mempengaruhi secara positif dalam Ekuitas Merek Berbasis Konsumen pada Telkomsel.

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This essay analyzes the elements that affect the consumer-based brand equity. The purpose of this study was to analyze the factors that affect the elements of consumer-based brand equity on the mobile network operator Telkomsel in Jakarta. Factor elements that researched are Brand Awareness, Brand Association, Perceived Quality, Brand Trust, and Brand Loyalty.

This research uses research methods descriptive with technique sampling using method Non-probability sampling, territory research in Jakarta. Technique of data collection is done through the deployment questionnaires, the data obtained from the 110 respondents, processed with using the SPPS 17.0 using method Pearson Correlation, Cochran, Test Assumptions Classical, and Multiple Regression.

From the results of this study concluded that Brand Awareness, Brand Loyalty and Brand Trust in a positive effect on Consumer-Based Brand Equity on Telkomsel, while the Brand Association and Perceived Quality does not affect positively the Consumer-Based Brand Equity."

"ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh brand personality terhadap repurchase intention dari konsumen merek pakaian Uniqlo serta dimensi brand personality yang paling berpengaruh terhadap repurchase intention. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan teknik purposive sampling terhadap 100 responden yang merupakan mahasiswa program sarjana dan vokasi di Universitas Indonesia Depok. Menggunakan factor analysis dan multiple regression untuk menganalisis data, hasil penelitian menunjukkan bahwa dua dari empat dimensi brand personality Aaker yang digunakan dalam penelitian yaitu sincerity dan excitement, mempunyai pengaruh yang signifikan terhadap repurchase intention. Sementara itu, competence dan sophistication juga mempunyai pengaruh terhadap repurchase intention, meskipun tidak signifikan.

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ABSTRACTThe purpose of this research is to find out the effect of brand personality towards repurchase intention on the consumers of Uniqlo fashion brand. This research is also aimed to examine which brand personality dimension is the most significant towards repurchase intention. This research applies quantitative approach with purposive sampling technique to 100 respondents who are undergraduate and vocational students of Universitas Indonesia Depok. Using factor analysis and multiple regression to analyze the data, the research findings show that two out of four of Aaker?s brand personality dimensions used in the research, which is sincerity and excitement, have the most significant effects toward repurchase intention. While two other dimensions, competence and sophistication, also have effects toward repurchase intention, albeit not significant."

"Ekuitas merek sebuah produk berdasarkan persepsi pelanggan sangat penting diketahui karena hal itu memberikan perhedaan tersendiri dnlam usaha persaingan, dan terhadap pemhangunan nilai merek serta keberhasilan pengelolaan merek. Pemhangunan nilai merek produk ritel SPBU di tengah meningkatnya jumlah merek behan bakar minyak SPBU global yang masuk ke industri minyak dan gas di Indonesia rnemiliki peran besar dalam menghadapi iklim persaingan yang semakin tinggi dan cepat seperti saat inL Ekuitas merek berhasis pelanggan (customer-based brand equity I CBBE) yang positif dapat membawa kepada pendapatan yang lebih besar, biaya yang lebih rendah, dan keuntungan yang Jebih besar dan pada akhirnya membawa kepada sustainable competitive advantage atau keunggulan daya saing lestari bagi perusahaan.

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Customer-Based Brand Equity of a product is critical to be recognized for il provides any differential effect in the framework cf competitiveness, and its contribution toward brand value establishment and also lo the success of managing a brand. The brand value development of station retail product in the mid of increasing amount of global branded fuel entering Indonesian oil and gas industry hold a great role to overcome higher and faster competitive market recently. Positive customer-based brand equity can lead to greater revenue. lower cost. and higher profit which finally deliver to sustainable competitive advantage to the company."

"BLP Beauty is one of the Indonesian beauty brands that promotes inclusivity towards all genders. BLP Beauty features different genders on their social media advertising to promote their inclusivity, which they specifically use the inclusive marketing strategy to achieve their objective. This study discusses the implementation of Inclusive Marketing Strategy through Creative Elements model by BLP Beauty on their social media advertising on Instagram. Through content analysis from the qualitative approach, findings show that BLP Beauty uses the model to do their social media advertising on Instagram. The social media advertising content on BLP Beauty’s official Instagram account proves the use of Creative Elements in the implementation of the Inclusive Marketing Strategy. To encourage more opportunities, researchers need to analyse other social media platforms of BLP Beauty.

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BLP Beauty merupakan salah satu merek kecantikan Indonesia yang mengedepankan inklusivitas terhadap semua gender. BLP Beauty menampilkan gender yang berbeda pada iklan media sosial mereka untuk mempromosikan inklusivitas mereka, yang secara khusus mereka gunakan strategi pemasaran inklusif untuk mencapai tujuan mereka. Penelitian ini membahas tentang implementasi Strategi Pemasaran Inklusif melalui model Elemen Kreatif yang diterapkan oleh BLP Beauty pada iklan media sosial mereka di Instagram. Melalui analisis konten dari pendekatan kualitatif, temuan menunjukkan bahwa BLP Beauty menggunakan model tersebut untuk melakukan iklan media sosial mereka di Instagram. Konten iklan media sosial di akun Instagram resmi BLP Beauty membuktikan penggunaan Elemen Kreatif dalam implementasi Strategi Pemasaran Inklusif. Untuk mendorong lebih banyak peluang, peneliti perlu menganalisis platform media sosial BLP Beauty lainnya."

"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."

"[Tujuan utama skripsi ini adalah untuk mengetahui pengaruh interaksi pengguna media sosial, terhadap brand awareness dan purchase intention. Studi kasus dilakukan pada jenis media sosial Instagram, khusus akun NYX Cosmetics (@nyxcosmetics). Penelitian ini diolah dengan software SPSS 20 untuk pretest dan SmartPLS 2 & 3 untuk main test, menggunakan teknik Partial Least Square Path Modeling (PLS-PM). Hasil pengolahan data menunjukkan bahwa annoyance mempengaruhi brand page commitment secara positif. Lalu, brand page commitment memiliki pengaruh positif terhadap brand awareness tetapi annoyance tidak memiliki pengaruh terhadap brand awareness. Kemudian, brand page commitment dan brand awareness memiliki pengaruh positif terhadap word of mouth, sedangkan annoyance tidak memiliki pengaruh terhadap word of mouth. Brand page commitment, annoyance, brand awareness, dan word of mouth memiliki pengaruh positif terhadap purchase intention.;The objective of this case is to determine the effect of user interactions in social media on brand awareness and purchase intention. This study involves Instragram account OF NYX Cosmetics (@nyxcosmetics). This research was processed by SPSS 20 software for pretesting and Smart PLS 2 & 3 for main test using Partial Least Square Path Modeling (PLS-PM) technique. The results show annoyance has a positive effect on brand page commitment. Then, brand page commitment has a positive effect on brand awareness, but annoyance has no effect on brand awareness. Brand page commitment and brand awareness have positive effects on word of mouth, and annoyance has no effect on word of mouth. Brand page commitment, annoyance, brand awareness, and word of mouth have positive effects on purchase intention.;The objective of this case is to determine the effect of user interactions in social media on brand awareness and purchase intention. This study involves Instragram account OF NYX Cosmetics (@nyxcosmetics). This research was processed by SPSS 20 software for pretesting and Smart PLS 2 & 3 for main test using Partial Least Square Path Modeling (PLS-PM) technique. The results show annoyance has a positive effect on brand page commitment. Then, brand page commitment has a positive effect on brand awareness, but annoyance has no effect on brand awareness. Brand page commitment and brand awareness have positive effects on word of mouth, and annoyance has no effect on word of mouth. Brand page commitment, annoyance, brand awareness, and word of mouth have positive effects on purchase intention., The objective of this case is to determine the effect of user interactions in social media on brand awareness and purchase intention. This study involves Instragram account OF NYX Cosmetics (@nyxcosmetics). This research was processed by SPSS 20 software for pretesting and Smart PLS 2 & 3 for main test using Partial Least Square Path Modeling (PLS-PM) technique. The results show annoyance has a positive effect on brand page commitment. Then, brand page commitment has a positive effect on brand awareness, but annoyance has no effect on brand awareness. Brand page commitment and brand awareness have positive effects on word of mouth, and annoyance has no effect on word of mouth. Brand page commitment, annoyance, brand awareness, and word of mouth have positive effects on purchase intention.]"