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"Tesis ini meneliti tentang pengaruh dari brand placement acceptance dan brand recall terhadap preference, purchase intention, consumer perceived value, dan loyalty. Dari keenam variabel tersebut, dibentuk dua model dengan target responden yang berbeda, yaitu responden bukan pengguna (non user) dan responden pengguna (user). Model non user untuk meneliti pengaruh brand placement acceptance dan brand recall terhadap preference dan purchase intention. Sedangkan untuk model user, diteliti mengenai pengaruh brand placement acceptance dan brand recall terhadap consumer perceived value dan loyalty. Data berasal dari responden usia muda, dimana 100 responden non user dan 130 responden user. Hasil penelitan menunjukkan bahwa brand placement acceptance berpengaruh terhadap brand recall, preference, consumer perceived value. Sedangkan brand recall berpengaruh terhadap preference, consumer perceived value, dan loyalty.

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This thesis examines the effect of brand placement acceptance and brand recall on preference, purchase intention, consumer perceived value, and loyalty. From six variables, researcher formed two models for different respondent, that is no user and user. Non user model examines the effect of brand placement acceptance and brand recall on preference and purchase intention. User model examines the effect of brand placement acceptance and brand recall on consumer perceived value and loyalty. Data were obtained from young respondents, whereas 100 non user respondents and 130 user respondents. The result of this study showed that brand placement acceptance have direct influence on brand recall, preference, consumer perceived value. Then brand recall have direct influence on consumer perceived value, and loyalty."

"Tujuan penelitian ini adalah untuk melihat sikap responden terhadap Starbucks sebagai suatu green brand yang berujung kepada perilaku loyalitas. Starbucks dijadikan studi kasus utama penelitian ini dengan alasan karena Starbucks merupakan salah satu brand coffeeshop yang paling gencar melakukan green movement. Penelitian ini menargetkan konsumen Starbucks yang tergolong loyal dan berdomisili di daerah Jabodetabek, dengan jumlah responden mencapai 391 orang. Penelitian ini menggunakan berbagai macam variabel untuk diteliti, seperti utilitarian environmental benefits, warm glow benefits, dan green transparency sebagai tiga variabel independen utama yang memiliki pengaruh terhadap green perceived value konsumen, yang kemudian berdampak pada self-brand connection dan berujung pada brand loyalty. Metode yang digunakan dalam penelitian ini adalah structural equation modeling agar dapat mengukur pengaruh hubungan variabel penelitian secara simultan. Setelah penelitian dilakukan, hasil menunjukkan bahwa ketiga variabel independen utama mempengaruhi green perceived value yang juga berperan sebagai mediasi antara ketiga variabel independen dengan brand loyalty melalui variabel self-brand connection.

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The purpose of this study is to observe how respondent rsquo s attitude towards Starbucks as a green brand, and how it later influences their loyalty behaviors. This study focuses on Starbucks because it is one of the leading coffeeshop in terms of green movement and initiatives. This study targets Starbucks consumers who are considered loyal to the brand and who reside in Jabodetabek, with the total number of respondents up to 391.

There are various variables that are used in this study, such as utilitarian environmental benefits, warm glow benefits, and green transparency as the main independent variables which are considered to have an effect on green perceived value, which later on also influences self brand connection of Starbucks consumers , and ultimately affects the brand loyalty of their consumers.

This study uses structural equation modeling as its main methodology, as it is able to calculate the significance of every relationship simultaneously. This study results in the first three independent variables significantly affected green perceived value, in which it is also found to affect brand loyalty through self brand connection."

"Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang mempengaruhi niat pembelian dalam aplikasi menggunakan perceived value dan loyalty. Sampel yang penulis gunakan adalah orang Indonesia yang aktif bermain Mobile Legend selama enam bulan terakhir. Penelitian ini menggunakan Structural Equation Modeling (SEM) untuk mengolah data. Hasilnya menunjukkan bahwa purchase intention pemain untuk melakukan pembelian dalam aplikasi secara signifikan dipengaruhi oleh loyalty mereka terhadap game seluler. Perceived value yang dirasakan dari game seluler (playfulness, connectedness, access flexibility, dan reward) memiliki dampak langsung terhadap loyalty semua pemain kategori paying group tetapi memiliki efek minimal pada purchase intention pengguna yang masuk dalam kategori non-paying group. Secara khusus, penelitian kami menunjukkan perbedaan antara pengguna paying dan non-paying. Studi ini memberikan pengetahuan yang lebih dalam tentang bagaimana nilai permainan mempengaruhi loyalty semua pemain dan niat pembelian pemain berbayar dan gratis. Selain itu, penelitian ini menawarkan wawasan tentang strategi pemasaran game seluler.

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This study aims to identify the factors that influence the in-app purchase intention using perceived value and loyalty. The samples that the author use are Indonesians that actively playing Mobile Legend for the last six months. This research is using Structural Equation Modelling (SEM) to process the data. The results indicate that a player's intention to make an in-app purchase is significantly influenced by their loyalty to a mobile game. The perceived values of the game (playfulness, connection, access flexibility, and reward) have a direct impact on the loyalty of all paying players but appear to have minimal effect on the purchase intentions of non-paying users. Specifically, our research showed distinctions between paying and non-paying users. This study provides a deeper knowledge of how the game's values affect the loyalty of all players and the purchase intentions of paying and free players. In addition, this study offers insights into mobile game marketing strategies."

"Dalam kondisi persaingan usaha yang semakin ketat di Indonesia, merek semakin terpilih sebagai faktor kunci dari seleksi pelanggan. Kesetiaan pelanggan dengan merek harus diperkuat oleh perusahaan. Konsep kepuasan dan loyalitas konsumen merupakan dua konsep yang saling berkaitan dan sangat penting bagi perusahaan. Berbagai macam strategi dilakukan oleh perusahaan untuk mewujudkan dua hal tersebut. Penelitian ini bertujuan untuk menganalisa pengaruh brand personality, brand experience, brand trust, brand love dan nostalgia terhadap consumer brand loyalty dengan menggunakan studi kasus minyak kayu putih Cap Lang dan Blue Band. Sampel penelitian ini adalah yang mengetahui minyak kayu putih Cap Lang dan Blue Band sejak masa kecil dan menggunakan produk minyak kayu putih Cap Lang sebagai obatan pribadinya dan Blue Band sebagai margarin yang digunakannya sampai saat ini. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil penelitian menunjukkan bahwa brand personality, brand experience dan brand trust memiliki pengaruh positif terhadap satisfaction. Kemudian, brand personality, brand experience, brand trust, brand love dan satisfaction memiliki pengaruh positif terhadap brand loyalty. Sedangkan, nostalgia tidak memiliki pengaruh positif terhadap brand loyalty.

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In the increasingly fierce business competition conditions in Indonesia, the brand is increasingly selected as a key factor of customer selection. Customer loyalty to the brand must be reinforced by the company. The concept of customer satisfaction and loyalty are two interrelated concepts and very important for the company. Various strategies are done by the company to realize these two things. This study aims to analyze the impact of brand personality, brand experience, brand trust, brand love and nostalgia on consumer brand loyalty by using the case study of eucalyptus oil Cap Lang and Blue Band. The samples of this study are those that know the eucalyptus oil Cap Lang and Blue Band since childhood and use the eucalyptus oil Cap Lang products as his personal medicines and Blue Band as the margarine he uses to date. Data is processed by using Structural Equation Modeling method. The results show that brand personality, brand experience and brand trust have a positive impact on satisfaction. Then, brand personality, brand experience, brand trust, brand love and satisfaction have a positive impact on brand loyalty. Meanwhile, nostalgia has no positive impact on brand loyalty."

"Dengan meningkatnya jumlah ritel di Indonesia, pasar modern dituntut memiliki keunggulan kompetitif untuk dapat bersaing. Pop-up store experience menjadi salah satu strategi marketing yang ditujukan untuk meningkatkan willingness to pay dan brand loyalty konsumen. Willingness to pay dan brand loyalty tidak hanya dipengaruhi oleh pop-up store experience, namun juga oleh perceived uniqueness, scarcity, dan hedonic shopping value yang merupakan karakteristik dari pop-up store experience. Penelitian ditujukan untuk menganalisis pengaruh pop-up store experience terhadap willingness to pay dan brand loyalty konsumen dengan mempertimbangkan perceived uniqueness, scarcity, dan hedonic shopping value. Sampel penelitian ini adalah penduduk Jabodetabek yang termasuk dalam usia angkatan kerja dan mengetahui adanya jenis toko berupa pop-up store. Data diolah menggunakan metode Structural Equation Modelling (SEM). Penelitian ini membuktikan pengaruh yang signifikan antara pop-up store experience dengan perceived uniqueness, scarcity, hedonic shopping value, dan willingness to pay secara langsung maupun tidak langsung. Penelitian ini tidak menemukan adanya pengaruh signifikan dari pop-up store experience terhadap brand loyalty secara langsung, kecuali variabel tersebut dimediasi oleh perceived uniqueness, scarcity, dan hedonic shopping value.

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As the number of retailers in Indonesia increases, modern markets are demanded to have competitive advantages to be able to compete. Based on this condition, pop-up store experience become one of the marketing strategies that is aimed to increase consumers willingness to pay and brand loyalty. Consumers willingness to pay and brand loyalty does not just affect by pop-up store experience, but also with perceived uniqueness, scarcity, and hedonic shopping value which is also the characteristics of pop-up store experience. Therefore, this study aims to see the effect of pop-up store experience on consumers willingness to pay and brand loyalty with the consideration of perceived uniqueness, scarcity, and hedonic shopping value. Respondents of this study are Indonesian citizen who live in Jabodetabek, in the age of working labor, and have heardabout pop-up store before. This research is using Structural Equation Modeling (SEM) to process the data. The findings suggest factors that affected by pop-up store experience both directly and indirectly are perceived uniqueness, scarcity, hedonic shopping value, and willingness to pay. This study does not find any direct effect from pop-up store experience on brand loyalty, unless this variable is mediated by perceived uniqueness, scarcity, and hedonic shopping value."

"Kecocokan seorang konsumen dengan suatu merek dapat mendorong keterikatan konsumen dengan merek tersebut, yang kemudian mengarahkan pada beberapa perilaku konsumen. Skripsi ini membahas tentang peran dari ideal self-congruence terhadap emotional brand attachment, compulsive buying, brand loyalty, dan external trash-talking. Selanjutnya, skripsi ini juga membahas peran dari emotional brand attachment terhadap beberapa perilaku konsumen yang terdiri dari compulsive buying, brand loyalty, dan external trash-talking dengan objek penelitian pada produk-produk fashion.Penelitian ini menggunakan desain penelitian conclusive-descriptive dan single-cross sectional. Kriteria responden adalah pria dan wanita dengan usia 17 tahun ke atas yang memiliki satu atau beberapa merek fashion favorit dan pernah melakukan pembelian produk dari merek favoritnya dalam satu tahun terakhir. Kuesioner disebarkan melalui google form, dengan total 208 responden yang didapatkan, dan pengolahan datanya dilakukan dengan Structural Equation Modeling (SEM) menggunakan software Lisrel 8.51.Hasil penelitian menunjukkan bahwa ideal self-congruence mempengaruhi emotional brand attachment dan brand loyalty, tetapi tidak mempengaruhi compulsive buying dan external trash-talking secara langsung. Selain itu, dari hasil penelitian juga didapatkan bahwa emotional brand attachment berpengaruh positif terhadap compulsive buying, brand loyalty, dan external trash-talking.

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The congruence of a consumer with a brand can encourage consumers engagement with the brand, which then leads to some consumer behavior. This study discusses the role of ideal self-congruence on emotional brand attachment, brand loyalty, compulsive buying, and external trash-talking. Furthermore, this study also discusses the role of emotional brand attachment on several consumer behaviors such as compulsive buying, brand loyalty, and external trash-talking with fashion products as the object of research.

This study used conclusive-descriptive and single-cross sectional research designs. The criteria of respondents were men and women aged 17 years and over who has one or several favorite fashion brands and had purchased products from their favorite brands in the past year. The questionnaire was distributed through google form, with a total of 208 respondents obtained, and the data processing was done by using Structural Equation Modeling (SEM) with Lisrel 8.51 software.

The results showed that ideal self-congruence affects emotional brand attachments and brand loyalty but does not directly affect compulsive buying and external trash-talking. In addition, the study also found that emotional brand attachment has a positive effect on compulsive buying, brand loyalty, and external trash-talking."

"Tujuan penelitian ini adalah untuk mengetahui apakah brand experience dapat memprediksi brand loyalty melalui brand trust pada konsumen lansia. Penelitian ini merupakan penelitian cross sectional yang melibatkan 390 konsumen lansia yang mengisi kuesioner. Hasil analisis mediasi menunjukkan bahwa brand experience secara signifikan memprediksi brand loyalty, baik tanpa maupun melalui peran brand trust partial mediation . Dengan demikian dapat disimpulkan bahwa brand trust berperan secara sigifikan dalam memprediksi hubungan antara brand experience terhadap brand loyalty. Hal ini berarti konsumen lansia lebih menganggap pengalaman menggunakan produk dapat meningkatkan loyalitas mereka terhadap produk tersebut.

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The aim of this study is to examine if brand experience could predicted older adult consumers rsquo loyalty towards a brand through brand trust. This cross sectional study involved 390 older adult consumers of a mineral water who filled in a set of self report questionnaire. Mediation analysis suggested that brand experience was significantly predicting brand loyalty, either directly or indirectly, suggesting partial mediation. This result then implied that experience using a brand was enough to keep older adult consumers rsquo loyalty on that brand."

"Tujuan penelitian ini adalah untuk mengetahui pengaruh brand placement acceptance yang dimediasi oleh brand placement recall terhadap attitude towards brand yang ada di dalam film Habibie dan Ainun. Variabel yang digunakan dalam penelitian ini adalah brand placement acceptance, brand placement recall, dan attitude towards brand, yakni preference, loyalty, dan intention to purchase. Penelitian ini menggunakan analisa jalur atau path analysis karena penelitian ini melibatkan variabel mediasi yang sederhana sehingga memungkinkan untuk menganalisanya dengan menggunakan metode regresi. Masing-masing variabel dependen dianalisa dengan menggunakan analisis jalur secara satu-persatu. Habibie dan Ainun merupakan film paling laris sepanjang tahun 2012 lalu dengan jumlah penonton sebanyak kurang lebih 4,2 juta penonton. Dalam film ini terdapat beberapa merek dan produk yang ditempatkan di dalamnya. Merek dan produk tersebut adalah Gery Chocolatos, Sirup Markisa Pohon Pinang, Wardah, E-Toll Card Mandiri, dan Fresh Care. Dari hasil analisis jalur, dapat disimpulkan bahwa brand placement recall memediasi brand placement acceptance secara parsial terhadap preference, loyalty dan intention to purchase. Yang berarti pada dasarnya brand placement acceptance dapat mempengaruhi preference, loyalty dan intention to purchase yang dimiliki oleh penonton film Habibie dan Ainun. Namun, dengan tambahan dari variabel brand placement recall, preference, loyalty dan intention to purchase penonton film Habibie dan Ainun akan semakin meningkat.

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This study aims to determine the impact of brand placement acceptance with brand placement recall as a mediator toward attitude towards brand in Habibie dan Ainun the movie. Variables used in this study are brand placement acceptance, brand placement recall, and attitude toward brands which is contains of preference, loyalty, and intention to purchase. This study use path analysis as a method because this study involve a simple mediator variable, so it is possible to analyze it with regression method. Each dependent variables analyzed with path analysis one-by-one.

Habibie dan Ainun is the most selling film in 2012 with more than 4,2 millions viewers. In this film, there are several products and brands appear. Those are Gery Chocolatos, Sirup Markisa Pohon Pinang, Wardah, E-Toll Card Mandiri, and Fresh Care.

From the outcome of path analysis, we can conclude that brand placement recall partially mediate brand placement acceptance toward preference, loyalty, and intention to purchase. Which means, brand placement acceptance can affect Habibie dan Ainun viewer’s preference, loyalty, and intention to purchase by itself. However, in addition of brand placement recall, Habibie dan Ainun viewer’s preference, loyalty, and intention to purchase will increase."

"Penelitian ini bertujuan untuk mengetahui pengaruh aktivitas pemasaran di media sosial terhadap brand loyalty pada smartphone Samsung. Pengaruh ini dapat berupa pengaruh langsung di mana perceived social media marketing activities mempengaruhi brand loyalty. Pengaruh ini juga dimediasi oleh brand dan value consciousness. Penelitian ini melibatkan 432 pengguna smartphone Samsung yang pernah mengakses media sosial smartphone Samsung dalam enam bulan terakhir dan berusia 16-35 tahun. Data diolah menggunakan metode Structural Equation Model SEM.Hasil penelitian ini menunjukkan bahwa perceived social media marketing activities berpengaruh positif terhadap brand loyalty. Pada penelitian ini juga ditemukan bahwa brand dan value consciousness memediasi pengaruh perceived social media marketing activities terhadap brand loyalty. Besar pengaruh mediasi brand consciousness lebih tinggi daripada value consciousness dalam kasus smartphone Samsung.

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This study aims to analyze the effect of perceived social media marketing activities on brand loyalty in Samsung smartphone. This effect can be direct in which perceived social media marketing activities influences brand loyalty. This effect is also mediated by brand and value consciousness. This study involved 432 Samsung smartphone users who have accessed Samsung smartphone rsquo s social media page within the past six months and are 16 35 years old. The data was analyzed using Structural Equation Model SEM.

Results of this study show that perceived social media marketing activities have a positive effect towards brand loyalty. This study also suggests that brand and value consciousness have mediating effects on the relationship between perceived social media marketing activities and brand loyalty. The mediating effect of brand consciousness is greater than value consciousness."

"Seiring berjalannya waktu, persaingan antara perusahaan transportasi online di Indonesia semakin sengit. Perusahaan saling berlomba dalam meningkatkan keterikatan merek kepada konsumen untuk mendapatkan keuntungan yang lebih tinggi. Penelitian ini bertujuan untuk memahami bahwa brand attachment tidak hanya mempengaruhi perilaku positif (brand loyalty) saja, tetapi juga perilaku negatif (oppositional brand loyalty), seperti trash-talking, schadenfreude, dan anti-brand actions pada industri ride-hailing di Indonesia, seperti Go-Jek dan Grab. Metode purposive sampling digunakan untuk penelitian ini dengan 357 responden dan dianalisis menggunakan structural equation modeling (SEM).Temuan dari penelitian ini mengungkapkan bahwa brand attachment memiliki pengaruh terhadap brand loyalty, trash-talking, dan anti-brand actions namun tidak pada schadenfreude. Selanjutnya, variabel moderasi attachment anxiety meningkatkan hubungan antara brand attachment dengan trash-talking dan anti-brand actions sedangkan attachment avoidance tidak memoderasi hubungan tersebut. Implikasi manajerial serta rekomendasi untuk penelitian lebih lanjut dibahas dalam penelitian ini.

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Over time, competition between online transportation companies in Indonesia is increasingly fierce. Companies compete with each other to increase brand attachment to consumers to get higher profits. This study aims to understand that brand attachment not only affects positive behavior (brand loyalty), but also negative behavior (oppositional brand loyalty), such as trash talking, schadenfreude, and anti-brand actions in the ride-hailing industry in Indonesia, such as Go-Jek and Grab. The purposive sampling method was used for this study with 357 respondents and analyzed using structural equation modeling (SEM).

The findings of this study reveal that brand attachments have an influence on brand loyalty, trash-talking, and anti-brand actions but not on schadenfreude. Furthermore, the attachment anxiety moderation variable increases the relationship between brand attachment and trash-talking and anti-brand actions while attachment avoidance does not moderate the relationship. Managerial implications and recommendations for further research are discussed in this study."