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"ABSTRAKTeknologi informasi dan internet menjadi semakin penting bagi industri perbankan,tidak saja menjawab tuntutan nasabah yang megingingkan layanan yang efisien,tetapi juga bagi bank sebagai salah satu strategi untuk memenangkan competitiveadvantage. Teknologi dimanfaatkan dalam strategi pemasaran untuk meningkatkanpenyampaian superior quality dari service. Bank mulai membuat web portal, temasukinternet banking yang memiliki pelayanan layaknya pelayanan di cabang. Bagiindustri jasa terutama industri perbankan yang sifat industrinya homogenmenciptakan superior service adalah strategi ?differentiation?. Tingginya persaingandi industri perbankan yang bersifat homogen memaksa para manager untukmenciptakan brand yang kuat dengan meningkatkan kredibilitas dan perceived valueyang berbeda dari kompetitornya. Karena brand yang kuat tidak saja membantuperusahaan dari segi financial dan kesinambungan perusahaan itu sendiri, tapi jugamembantu masyarakat dalam mengambil keputusan untuk membeli.Penelitian ini dilakukan untuk menganalisa pengaruh e-service quality baik lewatpengaruh langsung maupun pengaruh tidak langsung terhadap brand equity padalayanan website internet banking. Pengaruh tidak langsung terjadi melalui variabelmediator perceived value dan corporate credibility. Konsep brand equity mengacupada konsep consumer-based brand equity. Sebanyak 257 responden yang memilikidan menggunakan website internet banking bank BCA, Bank Mandiri dan Citibankberpartisipasi mengisi kuesioner (email maupun printed) dan analisis datamenggunakan SEM (Structural Equation Modelling).Hasil dari penelitian menunjukkan bahwa e-service quality memiliki pengaruh yangpositif terhadap brand equity tetapi terjadi secara tidak langsung. E-service akanmempengaruhi secara signifikan brand equity apabila bank memiliki corporatecredibility dan perceived value yang tinggi.

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ABSTRACTThe internet and information techonology become more and more important not onlyto provide customers with efficient banking services, but also for banks to wincompetitive advandage. Technology is utilized in marketing strategy to create andimprove the superior service. Banks have begun to set up their own web portals,include banking that has service as a branch. For service industry, especially banks,creating superior quality of service is a strategy to differentiate itself from otherservice providers. The high competition in this industry become a challenge formanagers to create strong brand by improving credibility and perceived value whichis different from competitors. A strong brand not only deliver strong financial andsustainability for a firm but also help people to do purchase decision.This research has purpose to analize the influence of e-service quality both direct andindirect influence in service of website internet banking. Indirect influence will bemediated by corporate credibility and perceived value. Definition of brand equityrefers to consumer-based brand equity. About 257 respondens who have and usewebsite internet banking of BCA, Bank Mandiri and Citibank participate to answerthe questioner (email or printed). The primary data will be analysed using StructuralEquation Modelling (SEM).Result shows that e-service quality has indirect influence to brand equity. E-serviceinfluences significantly brand equity if banks have high corporate credibility andperceived value."

"Penelitian ini bertujuan untuk mengetahui pengaruh Corporate Social Responsibility CSR terhadap corporate brand equity melalui mediasi corporate brand credibility dan reputation. Data pada penelitian ini didapatkan dari penyebaran kuesioner secara langsung kepada pengguna GO-JEK yang mengetahui tentang kegiatan CSR dari GO-JEK. Data ini diolah dengan menggunakan metode Structural Equation Modeling SEM. Hasil penelitian ini menunjukkan bahwa CSR memiliki pengaruh positif terhadap corporate brand equity melalui mediasi corporate brand credibility dan reputation secara berurutan. Hasil penelitian ini juga menunjukkan CSR memiliki pengaruh positif terhadap kedua variabel mediasi, yaitu corporate brand credibility dan reputation.

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This research aims to analyzes the effect of Corporate Social Responsibility CSR toward corporate brand equity mediated through corporate brand credibility and reputation. Data for this research were collected through direct questionnaire to GO JEK user who knew about CSR activities conducted by GO JEK. They were analyzed using Structural Equation Modeling SEM method.

The result of this research shows that CSR have a positive effect to corporate brand equity mediated through corporate brand credibility and reputation sequentially. The result of this research also shows that CSR have positive effect to both mediation variables, corporate brand credibility and reputation."

"Kompetisi dan tantangan pada industri penerbangan semakin ketat, salah satunya akibat semakin banyaknya bermunculan maskapai dengan konsep Low Cost Carrier (LCC) dan kebijakan Open Sky Policy ASEAN pada 2015. Oleh karena itu, tentu sangat perlu bagi maskapai untuk mempelajari hal-hal yang mempengaruhi pelanggannya dalam melakukan pembelian. Melalui metode SEM (Structural Equation Modeling), penelitian ini membahas pengaruh Perceived Quality, dengan variabel mediasi Perceived Equity, Perceived Value, Customer Satisfaction, Expected Switching Cost, & Brand Preference terhadap Repurchase Intention pelanggan maskapai Garuda Indonesia yang beroperasi dengan konsep Full Service Carrier (FSC). Hasil penelitian ini menunjukkan Brand Preference memiliki efek positif secara langsung atas Repurchase Intention, Expected Switching Cost memiliki efek positif secara langsung terhadap Brand Preference, Customer Satisfaction tidak berpengaruh secara langsung terhadap Brand Preference namun berpengaruh terhadap Expected Switching Cost, Perceived Value tidak berpengaruh terhadap Brand Preference namun berpengaruh terhadap Customer Satisafaction, Perceived Equity tidak berpengaruh baik terhadap Customer Satisfaction maupun Perceived Value, sedangkan Perceived Quality Service memiliki pengaruh positif langsung terhadap Perceived Equity Service dan Perceived Value.

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Competition and challenges in the aviation industry is getting tighter, due to the increasing number of airlines with the concept of Low Cost Carrier (LCC) and the Open Sky Policy in 2015. Therefore, it is certainly very necessary for the airlines to learn the things that influence customers in their purchasing decision. Through the method of SEM (Structural Equation Modeling), this study discusses about the influence of Perceived Quality, with mediating variables of Perceived Equity, Perceived Value, Customer Satisfaction, Switching Expected Cost, & Brand Preference towards Repurchase Intention from Garuda Indonesia airline customers that operate with the concept of Full Service Carrier (FSC).

The results of this study showed that Brand Preference has a direct positive effect on the Repurchase Intention, Expected Switching Cost has a direct positive effect on Brand Preference, Customer Satisfaction has no direct influence on Brand Preference but have influence to the Expected Switching Cost, Perceived Value has no effect on Brand Preference but have influence to Customer satisfaction, Perceived Equity has no effect either on Customer Satisfaction or Perceived Value, while Perceived Quality Service has a direct positive effect on Perceived Equity Services and Perceived Value."

"Islamic branding adalah fenomena yang terjadi dalam dunia pemasaran di Indonesia dengan semakin maraknya merek yang menggunakan klaim halal pada produknya serta juga penggunaan simbol-simbol Islami dalam komunikasi pemasarannya. Penelitian ini dilakukan untuk menganalisa pembentukan ekuitas merek (brand equity) dalam Islamic brand dengan menggunakan merek kosmetik Wardah sebagai obyek penelitian.Menciptakan loyalitas konsumen adalah merupakan tujuan utama dari seorang pengelola merek, dan merupakan inti dari konsep brand equity. Tujuan dari penelitian ini adalah untuk melihat pengaruh dari variabel-variabel perceived quality, corporate brand image dan brand personality dari Islamic brand terhadap brand loyalty baik secara langsung maupun melalui variabel perantara brand attitude. Penelitian dilakukan pada 159 responden dengan menggunakan menggunakan metode kuantitatif analisa jalur.Hasil dari penelitian ini menunjukkan bahwa variabel perceived quality dapat memberikan pengaruh kepada brand loyalty baik secara langsung maupun secara tidak langsung yaitu melalui variabel brand attitude. Sementara brand personality tidak dapat memberikan pengaruh langsung pada brand loyalty melainkan hanya melalui brand attitude. Corporate brand image tidak secara signifikan dapat memberikan pengaruh baik pada brand loyalty maupun brand attitude.

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Islamic branding is a phenomenon that occurs in the world of marketing in Indonesia with the increasingly widespread brands that use halal claims on their products as well as the use of Islamic symbols in their marketing communications. This research was conducted to analyze the formation of brand equity in Islamic brand by using Wardah cosmetic brand as research object. Creating brand loyalty is the main objective of a marketer and is at the core of the brand equity concept.

The purpose of this research is to analyse the effect of perceived quality, corporate brand image and brand personality of Islamic brand towards brand loyalty either directly or through the mediation of brand attitude. The research was conducted on 159 respondents by using quantitative method of path analysis.

The result of this study indicates that perceived quality variables gives effect to brand loyalty either directly or indirectly through variable brand attitude. Meanwhile brand personality does not give a direct impact on brand loyalty but only through mediation of brand attitude. Corporate brand image does not significantly effect to both brand loyalty and brand attitude."

"Penelitian ini menguji dimensi E-service quality terhadap e-satisfaction melalui experiential value sebagai variabel mediasi pada Zalora Indonesia. Dimensi E-service quality yang digunakan adalah efficiency, fullfillments, system availability, privacy, responsiveness and trust. Dimensi experiential value diadopsi dari tipologi experiential value yang terdiri aesthetics, playfullness and customer return on investment (CROI). Penelitian ini menggunakan pendekatan kuantitatif, dimana data dan informasi yang dikumpulkan melalui survei dengan kuesioner online dan studi kepustakaan. Teknik analisis data yang digunakan adalah analisis multivariat, dengan menggunakan analisis jalur dan Uji Sobel SPSS. Hasil penelitian menunjukkan bahwa E-service quality memiliki pengaruh yang signifikan dan kuat terhadap e-satisfaction melalui experiential value sebagai variabel mediasi.

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This study examines the dimensions of e-service quality toward esatisfaction through experiential value as mediating variable on Zalora Indonesia. The dimensions of e-service quality has been used is efficiency, fullfillments, system availability, privacy, responsiveness and trust. Experiential value dimensions adopted from tipology experiential value that consist of aesthetics, playfullness and customer return on investment (CROI). This research uses a quantitative approach, in which data and information were collected through surveys with the tools of online questionnaire and bibliographical studies. Analysis technique of the data used is multivariate analysis, using path analysis and Sobel Test on SPSS. The results showed that e-service quality has a significant and strong effect toward e-satisfaction through experiential value as a mediating variable."

"Selama pandemi Covid-19, konsumen telah beralih secara dramatis ke saluran online, dan industri secara bergiliran merespons. Rumah Sakit, salah satu industri yang dituntut untuk sangat tanggap, dengan meningkatkan efektifitas kinerja perusahan dan pelayanan pelanggan. Rumah sakit menggunakan media sosial untuk mempromosikan pendidikan kesehatan, informasi produk dan berdialog dengan konsumen. Dimulai dengan meninjau literatur tentang karakteristik dan efek penggunaan media sosial dalam proses penjualan dan pelayanan kesehatan. Faktor kunci dalam adopsi media sosial diidentifikasi sehingga memungkinkan untuk membangun model konseptual dan melakukan penelitian kuantitatif yang bertujuan untuk mengetahui pengaruh dimensi Media Sosial terhadap Brand Equity dan E-Service Quality pada rumah sakit dengan layanan berbasis digital di Jabodetabek. Data dikumpulkan dari pengikut akun resmi rumah sakit menggunakan kuesioner terstruktur. Peneliti menganalisis 100 tanggapan dengan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak statistik SmartPLS versi 3.0. Hasil penelitian mengungkapkan bahwa Aktivitas Pemasaran Media Sosial Media berpengaruh positif terhadap Brand Equity dan E-Service Quality. Selanjutnya, Brand Equity dan E-Service Quality memiliki implikasi positif terhadap nilai yang dirasakan pelanggan (Perceived Value) dan E-Loyalty.

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This study begins by reviewing of literature about characteristics and effects of using social media in the hospitals services. Key factors in the adoption of social media were identified until to build a conceptual model and conduct quantitative research that aims to determine the effect of the activity of Social Media on E-Service Quality and Brand Equty in hospitals at Greater Jakarta. Data were collected from the hospital's official account followers using a structured questionnaire. Researchers analyzed 100 responses using the statistical software SmartPLS Partial Least Square-Structural Equation Modeling (PLSSEM) version 3.0. The results of the study reveal that Social Media has a positive effect on Brand Equity and E-Service Quality. Furthermore, while Brand Equity and E-Service Quality is reaffirmed to have positive implications on Perceived Value and E Loyalty."

"ABSTRAKPenelitian ini menguji pengaruh e-service quality terhadap brand trust pada situsTiket.com. Dimensi e-service quality yang digunakan adalah website usability,information quality, reliability, responsiveness, assurance, dan personalization.Dimensi brand trust yang digunakan adalah brand reliability dan brand intention.Penelitian ini menggunakan pendekatan kuantitatif, dimana data penelitiandikumpulkan melalui survei dengan kuesioner online yang dilakukan terhadap 100pelanggan Tiket.com. Teknik analisis data yang digunakan adalah analisis regresiberganda. Hasil penelitian menunjukkan bahwa E-Service Quality memilikipengaruh yang signifikan dan kuat terhadap Brand Trust. Di antara dimensi eservicequality yang digunakan, responsiveness merupakan dimensi yangmemiliki pengaruh terbesar terhadap variabel brand trust.

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ABSTRACTThis study examines the effect of e-service quality towards brand trust onTiket.com website. The dimensions used to measure e-service quality are websiteusability, information quality, reliability, responsiveness, assurance, andpersonalization. Brand trust was measured using brand reliability and brandintention. This research used a quantitative approach, in which data was collectedby doing survey towards 100 customers of Tiket.com with online questionnaire.Multiple regressions were used to analyze the data. The result showed that eservicequality has a significant and strong effect towards brand trust andresponsiveness proved as the dimension of e-service quality that gives thestrongest effect towards brand trust variable."

"ABSTRAKTesis ini bertujuan untuk mengonfirmasi model e-Satisfaction dan Website Trustsebagai variabel mediasi antara dimensi e-Service Quality dan e-Loyality dalamkonteks online shop di Indonesia. Penelitian ini dianalisis dengan menggunakanStructural Equation Modeling dengan Confirmatory factor analysis. Hasil analisismenunjukkan bahwa dimensi e-Service Quality yang mempengaruhi e-Satisfactionadalah Efficiency, Fulfillment, Responsiveness dan Website Design. Selain itu, e-Satisfaction memiliki pengaruh signifikan dan positif terhadap Website Trust.Bersama-sama, e-Satisfaction dan Website Trust berpengaruh signifikan dan positifterhadap e-Loyality. Penelitian ini memberikan kontribusi karena penelitian inimembuktikan bahwa Website Trust dan e-Satisfaction merupakan variabel yangdapat memediasi antara e-Service Quality dengan e-Loyalty.

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ABSTRACTThis thesis aims to confirm the model of e-Satisfaction and Website Trust as amediation variable between the dimensions of e-Service Quality and e-Loyality inthe context of online shop in Indonesia. This research was analyzed by usingStructural Equation Modeling with Confirmatory factor analysis. The result ofanalysis shows that the dimension of e-Service Quality affecting e-Satisfaction isEfficiency, Fulfillment, Responsiveness and Website Design. In addition, e-Satisfaction has a significant and positive influence on the Website Trust. Together,e-Satisfaction and Website Trust have a significant and positive influence on e-Loyality. This research contributes because this research proves that Website Trustand e-Satisfaction are the variables that can mediate between e-Service Quality ande-Loyalty."

"Tingginya tingkat persaingan bisnis di Indonesia sebab semakin banyak alternatif brand skincare. Generasi Z dinilai memiliki daya beli yang lebih rendah dibandingkan generasi sebelumnya, yang membuat mereka lebih sadar akan harga dan mengurangi nilai loyalitas terhadap suatu merek. Penelitian ini fokus pada pengaruh Customer Perceived Value (X1) dan Competitive Advantage (X2) terhadap Customer Loyalty (Y) dengan Trust (M) sebagai mediasi pada Generasi Z pengguna brand Skintific di Indonesia. Dengan menggunakan metode kuantitatif dan kuesioner kepada 220 responden, hasil analisis Structural Equation Modelling-Partial Least Square (SEM-PLS) menunjukkan bahwa Customer Perceived Value dan Competitive Advantage berpengaruh positif dan signifikan terhadap Customer Loyalty melalui peran Trust sebagai mediasi. Temuan ini memberikan pemahaman mendalam tentang faktor-faktor yang memengaruhi loyalitas pelanggan, khususnya pada Generasi Z di dalam pasar skincare, memberikan pandangan yang berharga bagi perkembangan merek Skintific.

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With a surge in skincare brand alternatives, Indonesia's business landscape witnesses heightened competition. Generation Z, characterized by lower purchasing power, prioritizes price consciousness, leading to reduced brand loyalty. This study focuses on examining the influence of Customer Perceived Value (X1) and Competitive Advantage (X2) on Customer Loyalty (Y) among Generation Z users of the Skintific brand in Indonesia, with Trust (M) serving as a mediating factor.Through a quantitative method involving 220 respondents and questionnaire analysis, Structural Equation Modelling- Partial Least Square (SEM-PLS) reveals that Customer Perceived Value and Competitive Advantage significantly and positively impact Customer Loyalty, mediated by Trust. These findings provide a comprehensive understanding of factors influencing customer loyalty, particularly within the Generation Z skincare market, offering valuable insights for the development of the Skintific brand."

"Indonesia  merupakan negara yang terdiri dari berbagai agama yang didominasi oleh penduduk beragama Islam. Kehadiran bank syariah di Indonesia menjadi hal yang penting untuk memenuhi kebutuhan layanan perbankan yang sesuai dengan ajaran Islam. Pertumbuhan jumlah nasabah bank syariah yang cukup besar belum mampu memberikan pengaruh yang cukup signifikan terhadap pertumbuhan bank syariah itu sendiri. Oleh karena itu penting bagi bank syariah untuk membuat nasabah menjadi loyal dengan membangun yang baik di mata nasabah. Kegiatan corporate social responsibility (CSR) dapat menjadi salah satu cara untuk meningkatkan reputasi dan persepsi suatu brand di mata konsumen. Penelitian ini bertujuan brand equity bank syariah di Indonesia. Penelitian ini akan menggunakan dua dimensi dari CSR yaitu philanthropic responsibility dan ethical responsibility serta dua dimensi dari brand image yaitu functional image dan symbolic image. Responden dalam penelitian ini adalah nasabah bank syariah yang aktif menggunakan layanan perbankan syariah dalam 1 tahun terakhir dan pernah mengetahui mengenai kegiatan CSR yang dilakukan bank syariah yang mereka gunakan. Penelitian ini akan menggunakan analisis Structural Equation Modelling SEM) dengan software Lisrel 8.8 untuk mengolah data kuesioner yang memiliki skala likert 1- 5 dari 230 responden. Hasil penelitian ini menunjukkan bahwa ethical responsibility berpengaruh positif terhadap functional dan symbolic image. Sedangkan philanthropic responsibility tidak berpengaruh positif terhadap functional symbolic image. Selain itu functional dan symbolic image berpengaruh positif terhadap brand equity.

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Indonesia is a country with a population consisting of various religions, with a predominantly Muslim population. The presence of Islamic banking industry in Indonesia is important to fulfill banking service needs which comply to sharia teachings. The growth of Islamic banking customers which is quite large to date has not been able to provide a significant influence on the growth of Islamic banking themselves. Therefore, it is important to improve customer loyalty by creating good image seen from the customers perspective. Corporate Social Responsibility (CSR) activities are one way to improve brand reputation and perception on consumers perspective. Therefore, this study aims to determine whether the CSR affects brand image (BI) and brand equity (BE) of islamic banking in Indonesia. This study uses two dimensions of CSR (philanthropic responsibility and ethical responsibility), and two dimensions of BI (functional image and symbolic image). Respondents in this study were islamic banking customers who actively used the islamic banking services over the past 12 months and had learned about CSR activities carried out by the Islamic banking they were using. Using the Analysis of Structural Equation Modeling (SEM) on Lisrel 8.8 software, this study processes the data which were obtained through 230 returned questionnaires from respondents with using Likert scale of 1 to 5 as a tool. The results of this study indicate that ethical responsibility has a positive effect on functional and symbolic image, while philanthropic responsibility does not positively influence the functional and symbolic images. On the other side, functional and symbolic images have a positive effect on BE."