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"Dengan citra yang positif yang dimiliki oleh suatu merek lebih memungkinkan konsumen untuk memilih merek tersebut dalam melakukan pembelian. Citra merek yang positif merupakan salah satu faktor dalam pembentukan loyalitas merek. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh citra merek terhadap loyalitas merek Scotch-Brite?. Penelitian ini adalah penelitian kuantitatif dengan desain eksplanatif. Penelitian ini menggunakan metode regresi sederhana. Hasil dari penelitian ini menunjukkan bahwa Scotch-Brite? memiliki citra merek yang baik; loyalitas merek Scotch-Brite? adalah baik; dan citra merek Scotch-Brite? memiliki hubungan yang positif terhadap loyalitas mereknya dan memiliki pengaruh yang kuat.

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With a positive image that is owned by a brand allows more consumers to choose the brand in the purchase. Positive brand image is one of the factors in the formation of brand loyalty. This study aims to determine the influence of brand image on brand loyalty of Scotch-Brite? scourer.

This research is a quantitative research with explanative design. This study uses simple regression. The results of this study indicate that the Scotch-Brite? has a good brand image and a good brand loyalty; and brand image of Scotch - Brite ? has a positive and strong influence on brand loyalty."

"Citra merek merupakan strategi yang dapat memberikan pengaruh positif pada pengunjung dan mendorong pengunjung untuk setia dengan suatu merek. Tujuan dari penelitian ini untuk mengetahui pengaruh citra merek terhadap loyalitas pengunjung. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan non-probability sampling dan purposive sampling. Pada penelitian ini sampel yang digunakan adalah sebanyak 125 responden pengunjung Dia.Lo.Gue dengan kriteria tertentu. Instrumen penelitian ini menggunakan kuesioner dan analisis regresi linier sederhana. Hasil penelitian menunjukkan bahwa citra merek memiliki pengaruh yang signifikan terhadap loyalitas pengunjung.

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Brand image is a strategy that could drive positive influence in visitor's and improve visitor's to be loyal with one brand. Brand with a good image can give proper influences that will be attached with visitor's memory. This research aimed to find out how brand image influence place visitor's loyalty. This research used quantitative approach, with non probability sampling and purposive sampling techniques. This research took 125 respondents visitors of Dia.Lo.Gue with specific criteria. This research instrument used questionnaire and simple analytic linear regression. The results presented brand image had significant effect on visitor's loyalty."

"Nowadays, brand does not function as an identity or to differentiate of one product to others only. The branding has been extending in many product categories which are marketed to consumers. To offer their products, the producers can not rely on functional benefits only, but also needs to take the emotional approach to the consumers by the brand given. The approach to give the emotional benefit is through the personalities of the brand as human personalities, included to fashion products. The brand must appear as the consumers it self in order to gain the brand loyalty in long time.The purpose of this research is to find out how the impact of brand personality to brand loyalty of the consumers of fashion brand Zara at Jakarta. In addition to know which dimension of brand personality is most influential to brand loyalty. This research also using Aaker?s dimensions of brand personality, sincerity; excitement; competence; and sophistication. Aaker?s theory about the benefit of brand (functional; emotional; and self-expressive) is used as the first step to refer the brand personality concept. The theories are used to measure the brand loyalty of the consumers based on Aaker?s and Peter and Olson?s measurement.The approach used in this research is quantitative approach with descriptive as a type of research. In order to get the data that support this research, the writer using purposive sampling by distributed 23 questions related to the indicators from the dimensions stated above to 100 respondents in 5 locations (Zara?s store in Jakarta) with judgemental sampling. To find out the brand personality dimensions as independent variable to brand loyalty as dependent variable, the writer uses factor analysis and multiple regression in the measurement.The finding of this research suggests that three of four dimensions which use in measurement, have significant positive impact to brand loyalty. And the result suggests that dimension of competence has biggest impact to brand loyalty than others dimension in brand personality. Besides, dimension of excitement has no impact to the brand loyalty.This research also gives the managerial implications related to the result to Zara?s management, especially in Indonesia. The consumers did not fully aware and care about the competitive advantage which Zara offers, which most appear in dimension of excitement. So that Zara?s Indonesia should adopt the markets here better and more adaptive in the way to gain the brand loyalty of consumers. The best thing that Zara?s Indonesia can do is through the approach of characteristic, and also the culture of brand preference of Indonesian consumers."

"Pasar produk perawatan tubuh pria sudah semakin meningkat pesat dan produk-produknya dihadirkan dalam berbagai bentuk yang berbeda, namun masih kurang inovatif karena masih banyak permintaan atau kebutuhan pria yang tidak terjawab dengan produk yang ada di pasar sekarang, terutama permintaan akan produk perawatan tubuh pria halal. Merek Kahf hadir sebagai produk perawatan pria halal yang dapat memberikan pengalaman yang positif bagi konsumennya. Penelitian ini bertujuan untuk menganalisis pengaruh halal brand personality dan brand experience terhadap brand prestige, brand trust, customer satisfaction dan brand loyalty pada brand halal. Metode pengambilan sampel yang digunakan adalah non-probability judgemental sampling. Survei dilakukan pada masyarakat Indonesia yang pernah membeli dan menggunakan produk perawatan Kahf. Pengolahan data dilakukan dengan menggunakan teknik analisis Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa terdapat pengaruh yang positif dari halal brand personality dan brand experience terhadap brand prestige Kahf, yang lanjutnya berpengaruh positif pada brand trust dan customer satisfaction serta attitudinal loyalty.

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The market for men's body care products has increased rapidly and the products are presented in many different forms. However, this market is still not innovative enough as there are still many unanswered demands with existing products in the market today, especially the demand for halal male personal care products. Kahf brand is here as a halal male care product to provide a positive experience for its consumers. This study aims to analyze the effect of halal brand personality and brand experience on brand prestige, brand trust, customer satisfaction and brand loyalty to halal brand. The sampling method used was non-probability judgmental sampling. The survey was conducted on Indonesians who have bought and used personal care Kahf. Data processing was performed using the Structural Equation Model (SEM) analysis technique. The results of this study indicate that there is a positive effect of halal brand personality and brand experience on Kahf's brand brand prestige, which in turn has a positive effect on brand trust and customer satisfaction and attitudinal loyalty."

"Tujuan penelitian ini adalah untuk menganalisis bagaimana pengaruh citra merek terhadap loyalitas konsumen. penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 160 konsumen maskapai penerbangan Garuda Indonesia di bandara Soekarno Hatta, Cengkareng, Banten, Jawa Barat dengan menggunakan metode non-probability sampling serta teknik purposive. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan analisis regresi linear sederhana. Hasil penelitian ini menunjukkan bahwa citra merek mempengaruhi loyalitas konsumen sebesar 68% dan sisanya 32% dipengaruhi oleh faktor lain. Hasil analisis menunjukkan citra merek memiliki pengaruh positif terhadap loyalitas konsumen.

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The objective of this research is to analyze how the effect of brand image on customer loyalty. This research applied quantitative approach. The sample of this research is 160 Garuda Indonesia Soekarno-Hatta Airport customers, collected using non-probability sampling and purposive technique. This research used questionnaire as research instrument and analyzed with simple linear regression.

The result of this research indicate that brand image give effect on customer loyalty to 68%, and the residual equal to 32% effected by some other factors. This analysis result indicate that brand image have an effect on customer loyalty."

"Penelitian ini bertujuan untuk mengetahui pengaruh emotional branding terhadap loyalitas merek sepatu futsal Specs. Emotional branding adalah konsep penciptaan citra merek yang bertujuan menjalin hubungan emosi yang mendalam antara merek dan konsumen melalui pendekatan-pendekatan yang kreatif dan inovatif. Konsep dasar dari proses emotional branding didasarkan pada empat pilar penting yaitu hubungan, pengalaman panca indera, imajinasi, dan visi. Penelitian ini menggunakan pendekatan kuantitatif. Survei dilakukan dengan menyebarkan kuesioner kepada 100 konsumen sepatu futsal Specs di Jakarta, Bekasi, dan Depok. Hasil penelitian menunjukkan bahwa emotional branding memiliki pengaruh positif yang kuat terhadap loyalitas merek sepatu futsal Specs.

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This research aims to explain the influence of emotional branding towards brand loyalty of Specs futsal shoes. Emotional branding is a concept about creating a brand image for creating a deep emotional relationship between brand and customer through creative and innovative approaches. There are four basic concepts of emotional branding: relationship, sensorial experience, imagination, and vision. This research used a quantitative approach. The survey was done by distributing 100 questionnaries to customers of Specs futsal shoes in Jakarta, Bekasi and Depok. The result shows that emotional branding has a strong positive influence towards brand loyalty of Specs futsal shoes."

"Di tahun 2015, industri kecantikan Indonesia terus bertumbuh pesat hingga memunculkan merek-merek lokal dibidang kometika dan perawatan kulit yang menumbuhkan persaingan, baik dengan merek asing yang masuk ke pasar kecantikan Indonesia, ataupun dengan sesama merek lokal. Persaingan yang ketat, dapat membuat konsumen beralih ke produk lainnya, terutama adanya persaingan harga. Tujuan dari penelitian ini adalah menganalisis pengaruh pengalaman merek terhadap loyalitas merek melalui kegemaran merek, hubungan diri dengan merek, dan afeksi merek pada konsumen merek perawatan kulit lokal Avoskin di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif, melalui penyebaran kuesioner secara online kepada 122 responden. Analisis data dilakukan dengan analisis deskriptif, analisis regresi mediasi (metode causal step) dan analisis sobel test. Hasil penelitian menunjukan bahwa pengalaman merek memengaruhi loyalitas merek, kegemaran merek, hubungan diri dengan merek dan afeksi merek secara signifikan, serta kegemaran merek, hubungan diri dengan merek dan afeksi merek memengaruhi loyalitas merek secara signifikan. Kemudian, berdasarkan hasil uji mediasi yang dilakukan, terdapat pengaruh pengalaman merek terhadap loyalitas merek melalui kegemaran merek, hubungan diri dengan merek dan afeksi merek. Penelitian ini merekomendasikan agar sebuah merek mampu memberikan pengalaman yang menumbuhkan keterikatan emosi yang spesifik seperti kegemaran, hubungan diri, dan afeksi pada konsumennya sehingga membangun hubungan jangka panjang.

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In 2015, the Indonesian beauty industry has continued to grow especially for local cosmetics and skincare brands which led to a competition among fellow local and foreign beauty brands in Indonesia. Therefore, to be able to retain its consumers, a brand must be able to provide other things that can maintain consumer interest by ignoring the price. The purpose of this study was to analyze the effect of brand experience on brand loyalty through brand passion, self-brand connection, and brand affection towards the consumers of Avoskin in Jabodetabek. This study utilized a sample of 122 consumers of Avoskin by distributing online questionnaires. The data analysis in this study was carried out by descriptive analysis, mediation regression analysis and sobel analysis test. The finding revealed that brand experience significantly affected brand loyalty, through brand passion, self-brand connection, and brand affection, brand passiom, self-brand conncetion and brand affection influence significantly affected brand loyalty. Then, based on the mediation analysis, there is an mediation effect of brand experience on brand loyalty through brand passion, self-brand connection, and brand affection. This study offers recommedations for brands to give unique experiences that can raise emotional ties that will lead to a long-lasting brand loyalty"

"Kredibilitas merek telah diperhatikan sebagai elemen penting yang membentuk persepsi konsumen terhadap sebuah merek dan memengaruhi pengambilan keputusan mereka. Saat Indonesia memasuki fase baru transisi menuju konektivitas digital, Gojek, salah satu perusahaan terbesar di negara ini, telah muncul sebagai pemain yang signifikan. Gojek dimulai sebagai perusahaan ride-hailing dan memperluas konsep sharing economy melalui perluasan merek, memenuhi permintaan pasar, dan mendapatkan kepercayaan konsumen. Untuk mengikuti perkembangan pasar, penting untuk memahami faktor-faktor yang dapat membantu strategi pemasaran di masa depan. Maka dari itu, makalah ini menyelidiki pengaruh kredibilitas merek terhadap adopsi perluasan merek, menggunakan Gojek dan Gopay sebagai studi kasus, dan menyertakan analisis mediasi pada kepercayaan konsumen. Menggunakan metode survei kuantitatif dengan sampel 187 responden yang dikumpulkan melalui pengambilan sampel sukarela, penelitian ini menemukan bahwa kredibilitas merek memiliki hubungan yang signifikan dengan adopsi perluasan merek, dengan kepercayaan konsumen sebagai peran mediasi. Namun, temuan menunjukkan batasan tingkat faktor di luar kredibilitas merek yaitu keahlian. Studi ini mengembangkan kerangka konsep yang mencakup dimensi dari setiap faktor untuk menawarkan wawasan berharga bagi pemasar tentang cara meningkatkan kredibilitas merek dan kepercayaan konsumen untuk mengadopsi perluasan merek. Dengan demikian, makalah ini memberikan dasar untuk penelitian masa depan tentang adopsi perluasan merek di Indonesia dan sekitarnya.

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Brand credibility has been noted as a significant element that shapes consumers’ perceptions of brands and affects their decision-making. As Indonesia enters a new phase of transition into digital connectivity, Gojek, one of the country’s biggest ventures, has emerged as a significant player. Gojek began as a ride- hailing company and expanded its sharing economy concept through brand extensions, meeting market demand, and gaining consumer trust. To keep up with the evolving market, it is necessary to understand the factors that can aid future marketing strategies. Thus, this paper investigates the effects of brand credibility on brand extension adoption, using Gojek and Gopay as a case study, and includes mediation analysis on consumer trust.

Using a quantitative survey method with a sample of 187 respondents collected through voluntary sampling, the study finds that brand credibility has a significant relationship with brand extension adoption, with consumer trust playing a mediating role. However, the findings suggest a limitation of the level of factors beyond brand credibility that is expertise. This study develops a framework that includes dimensions of each factor to offer valuable insight for marketers on how to leverage a brand’s credibility and consumer trust to adopt brand extensions. In doing so, it provides a foundation for future research on brand extension adoption in Indonesia and beyond. "

"Penelitian ini bertujuan untuk mengetahui loyalitas merek konsumen Indonesia produk pakaian olahraga dari perspektif kesesuaian diri. Survei dengan itu didistribusikan melalui formulir online yang dilakukan dari Jakarta untuk mengumpulkan data untuk pembelajaran ini. Metode Structural Equation Modeling (SEM) digunakan untuk menguji hipotesis. Hasil SEM menunjukkan bahwa terdapat pengaruh yang signifikan antara kesesuaian diri merek dengan asosiasi merek konsumen dan persepsi kualitas, sikap loyalitas merek, dan perilaku loyalitas merek. Padahal yang dihadirkan adalah sikap loyalitas merek tidak mewakili loyalitas merek perilaku. Penelitian ini berkontribusi pada penelitian yang berkembang tentang perspektif kesesuaian diri terhadap loyalitas merek secara empiris menegaskan pengaruh tidak langsung dari kesesuaian merek terhadap loyalitas merek melalui efek mediasi dari asosiasi merek dan kualitas yang dipersepsikan dalam konteks pasar pakaian olahraga Indonesia yang sedang tumbuh.

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This study aims to determine the brand loyalty of Indonesian consumers sportswear products from a self-conformity perspective. A survey with it distributed via an online form carried out from Jakarta to collect data for this learn. The Structural Equation Modeling (SEM) method was used to test hypothesis. SEM results show that there is a significant influence between brand self-congruity and consumer brand associations and quality perceptions, brand loyalty attitudes, and brand loyalty behavior. Although what is presented is an attitude of brand loyalty

does not represent behavioral brand loyalty. This study contributes to the growing research on self-conformity perspectives brand loyalty empirically confirms the indirect effect of brand conformity on brand loyalty through the mediating effects of brand association and perceived quality in the context of the growing Indonesian sportswear market."

"ABSTRAKPenelitian ini melihat dampak dari store environment terhadap brand image yang kemudian akan mempengaruhi kepercayaan konsumen terhadap merek. Store environment terbentuk dari tiga dimensi yang membentuk satu kesatuan, yaitu ambient condition, space/function, dan signs symbol display. Pengambilan data dilakukan dengan penyebaran kuesioner kepada 150 konsumen yang pernah mengunjungi satu atau lebih toko ritel fashion merek multinasional. Data diolah menggunakan SEM dan menemukan hasil bahwa dimensi pembentuk store environment tidak dirasakan secara sama besar oleh konsumen. Space/function memberi pengaruh yang positif dan signifikan terhadap store environment namun ambient condition dan signs symbol display tidak memiliki pengaruh terhadap store environment. Store environment sendiri memiliki pengaruh yang positif dan signifikan terhadap citra akan merek dan semakin baik citra terhadap merek, semakin baik pula kepercayaan konsumen terhadap merek tersebut.

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ABSTRACTThe intention of this research is to see the impact of store environment towards brand image that will influence the trust consumer had towards the brand. Store environment is built from three dimensions, which is ambient condition, space and function, and signs symbol display. These three dimensions create one holistic environment. The data collection for this research was founded by spreading questionnaires to 150 consumers who visited at least one fashion retail store with multinational brand. Data analysis has been processed by using SEM and the result of this process tell that the dimensions that built store environment don 39 t be felt equally by consumers. Space and function give positive and significant impact toward store environment but ambient condition and signs symbol display don rsquo t give any impact toward store environment. The store environment itself gives positive and significant impact toward brand image and the better the brand image, the better the trust towards the brand. "