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"Dalam perkembangan ilmu komunikasi, fenomena personal brand kian mencuat sebagai suatu hal yang penting untuk diperhatikan oleh perusahaan dalam memperkuat corporate identity-nya. Menyikapi hal ini, Mustika Ratu merancang brand strategy dengan memanfaatkan personal branding Mooryati Soedibyo selaku pendirinya. Namun dalam perjalanannya hal ini tidak memberikan dampak yang maksimal terhadap daya saing terhadap kompetitor. Penelitian dilakukan dengan metode kualitatif deskriptif dengan tujuan untuk menganalisa lebih dalam penyebab tidak maksimalnya pemanfaatan personal brand Mooryati Soedibyo pada brand strategy Mustika Ratu dikaitkan dengan brand communication yang dirancang oleh manajemen. Data diperoleh dengan observasi dan wawancara mendalam kepada responden. Hasil penelitian menunjukan bahwa dalam penyusunan brand strategy, manajemen tidak merancang integrated marketing communication yang matang sehingga unsur brand communication dalam brand strategy Mustika Ratu tidak berdapak maksimal.

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Nowadays, personal brand become a phenomenon increasingly sticking as an important thing to be considered by the company to strengthen its corporate identity. Mustika Ratu respond the situation by designing brand strategy in order to strengthen its corporate identity by utilizing personal branding the founder. As time goes by, the strategy doesn?t impactful in term of competitiveness against competitors. The study was conducted with descriptive qualitative method to analyze the reason of ineffectiveness personal brand of Mooryati Soedibyo on brand strategy of Mustika Ratu associated with brand communication that is designed by management. Data obtained by observation and depth interviews with respondents. The results showed that in the formulation phase, management is not designing a proper integrated marketing communication as part of brand communication. That?s makes brand strategy doesn?t work and gives maximum impact to the company."

"Penggunaan strategi brand image dalam upaya peningkatan brand image suatu perusahaan merupakan salah satu instrumen yang efektif guna meningkatkan suatu brand image maupun untuk mempromosikan suatu produk atau jasa baru dari suatu perusahaan. Makalah ini ditulis sebagai upaya untuk mendeskripsikan bagaimana stratgei brand image yang telah digunakan oleh PT GO-JEK Indonesia dalam peningkatan brand image PT GO-JEK Indonesia.

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The use of brand image strategy in attempt to increase brand image of a company is one of the effective instrument to enhance a brand image as well as to promote a new product or service of a company. This paper was written as an attempt to describe the brand image strategy which used by PT GO-JEK Indonesia in the improvement of PT GO-JEK Indonesia brand image strategy."

"Di era digital ini, perusahaan-perusahaan bersaing untuk memberikan citra terbaiknya di media sosial tanpa terkecuali perusahaan-perusahaan alihdaya atau outsourcing yang mana salah satunya adalah PT Impact Power Mandiri. Dalam praktiknya, PT Impact secara aktif menggunakan Social Media Public Relations dalam membangun brand image atau citra mereknya bagi para pencari kerja. Metode yang digunakan dalam penelitian ini adalah kualitatif deskriptif dalam menganalisis strategi Social Media Public Relations PT Impact. Hasil dari penelitian ini menunjukkan PT Impact mengadaptasi strategi sebagai pola dan sebagai perspektif serta sudah terimplementasi dengan baik, namun apabila memiliki strukturisasi yang lebih rapi dan dedicated dalam bidang terkait, akan lebih memaksimalkan potensi yang dimiliki oleh PT Impact dalam persaingan di era digital seperti sekarang.

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In this digital era, companies compete to provide the best image on social media, including outsourcing companies, one of which is PT Impact Power Mandiri. In practice, PT Impact actively uses Social Media Public Relations to build its brand image for job seekers. The method used in this research is descriptive qualitative in analyzing PT Impact's Social Media Public Relations strategy. The results of this research show that PT Impact has adapted strategy as a pattern and as a perspective and has been implemented well, but if it has a more orderly and more dedicated structure, it will maximize the potential that PT Impact has in competition in this digital era."

"Tren kecantikan berkembang pesat di berbagai belahan dunia termasuk di Indonesia yang diakui sebagai salah satu wilayah dengan pertumbuhan pasar kosmetik tercepat dan menjanjikan Tingkat persaingan dalam industri kosmetik tergolong tinggi dan Indonesia adalah pasar dengan penduduk muslim sebanyak 87 2 persen dari total populasi Wardah memiliki angka pertumbuhan lebih dari 80 persen per tahun dengan menggunakan brand ambassador sebagai salah satu strategi yang mampu membangun brand image dan brand awareness Terdapat delapan brand ambassador Wardah yang berasal dari latar belakang profesi sebagai pekerja seni dan merupakan sosok yang inspiratif yaitu Ria Miranda Zaskia Sungkar Ineke Koesherawati Dian Pelangi Dewi Sandra Lisa Namuri Tatjana Saphira dan Tulus Brand ambassador memiliki empat klasifikasi berdasarkan perannya yaitu testimonial endorsement actor dan spokesperson Dengan lima indikator yang menjadi penilaian yaitu transference congruence credibility attractiveness dan power Setidaknya terdapat empat manfaat penggunaan brand ambassador yaitu liputan media merubah persepsi merek menarik pelanggan baru dan menyegarkan kampanye yang ada.

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Trend in beauty is growing rapidly around the world including in Indonesia which is recognized as one of the region with the fastest growth and an expected growing cosmetics market The level of competition in cosmetics industry is tight and Indonesia is one of a markets with 87 2 percent muslims from its total population Wardah has a growth rate more than 80 percent per year by using brand ambassador as one of the strategies to build brand image and brand awareness There are eight people brand ambassadors of Wardah who come from professional background as an artist and an inspiring figure They are Ria Miranda Zaskia Sungkar Ineke Koesherawati Dian Pelangi Dewi Sandra Lisa Namuri Tatjana Saphira and Tulus Brand ambassador theory has four classifications based on their roles which are testimonials endorsements actor and spokesperson There are also five indicators used as assessment which are transference congruence credibility attractiveness and power There are at least four benefits of using brand ambassadors like media coverage changing perception of the brand attracting new customers and refreshing an existing."

"Brand image dianggap salah satu aspek yang paling penting dalam mempengaruhi minat dalam memilih brand. Konsumen dapat menciptakan nilai yang dirasakan dan kualitas berdasarkan brand image dengan menciptakan citra kualitas dan kehandalan, yang menjamin konsumen saat akan melakukan pembelian. Penelitian ini membahas mengenai pengaruh brand image UNIQLO pada produk pakaian UNIQLO.Tujuan penelitian ini adalah menganalisis bagaimana brand image UNIQLO pada produk pakaian UNIQLO di Jakarta.Penelitian ini adalah penelitian kuantitatif dengan desain eksplanatif dan bertujuan untuk menjelaskan variabel brand image. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 orang konsumen UNIQLO dengan menggunakan metode non-probability sampling dengan teknik purposive. lnstrumen penelitian ini menggunakan kuesioner.Hasil penelitian ini menunjukkan bahwa terdapat pengaruh antara brand image sebagai variabel independen dan repurchase intention sebagai variabel dependen. Hasil penelitian ini menunjukkan bahwa brand image produk pakaian UNIQLO tinggi dan dimensi brand image yang paling kuat adalah dimensi attribute.

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Brand image is considered as one of the most important aspects that influences most important aspects in influencing interest in choosing a brand. Consumers create perceived value and quality based on brand image that creates an image of quality and reliability, which ensures consumers to make a purchase.

This study's purpose is to analyze the influence of brand image on UNIQLO clothing products. This study uses quantitative approach. The sample in this study was l00 people UNIQLO consumers using non-probability sampling with purposive technique. The research instruments used questionnaire.

The results of this study indicate that there are brand image of UNIQLO apparel products at a high category and dimensions of brand image with the highest value are in the dimension attribute."

"Tujuan utama skripsi ini adalah untuk mengetahui pengaruh Pengaruh Brand Identity, Brand Image, dan Internet Use terhadap Brand Preference pada Brand Online dan Brand Offline. Retail Brand online yang akan diteliti adalah Zalora, Helmedroom dan Asos, sedangkan retail brand offline ialah Centro Departmen Store, Disctarra, dan Metro Departmen Store. Penelitian ini menggunakan desain penelitian eksploratif dan deskriptif yang dilakukan satu kali dalam satu periode. Responden penelitian ini berjumlah 150 orang yang pernah belanja online dan offline. Model penelitian dengan enam hipotesis diuji menggunakan Structural Equation Modelling (SEM). Hasil dari penelitian ini menyimpulkan bahwa brand identity, brand image dan internet use mempengaruhi brand preference. Tetapi setelah di moderasi, brand type memoderasi brand identity terhadap brand image, namun brand type tidak memoderasi hubungan brand image dengan brand preference dan internet use dengan brand preference.

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The purpose of this study is to identify the impact and relation from brand identity to brand image, then brand image toward brand preference, and internet use toward brand preference, and there is brand type as moderator variable. This research uses exploratory and descriptive design research conducted in one time period (cross sectional design). Respondents of this study are 150 people who have been shopping by online and offline. The six-hypotheses research model in this study are tested with Structural Equation Modeling (SEM). The results finds that almost all variables have a significant and positive relationship before we put moderator variable. After we put moderator variable, we find that brand type moderating brand identity toward brand image, but brand type not moderating brand image toward brand preference, and also internet use toward brand preference."

"Tesis ini bertujuan untuk menguji dan menganalisis pengaruh antara masingmasing Brand Image dan Brand Identity terhadap Brand Trust, dan pengaruh antara Brand Image dan Brand Identity secara bersama-sama terhadap Brand Trust. Dengan berbagai konflik yang dihadapi oleh Partai Golkar, Brand Image dan Brand Identity Partai Politik mempengaruhi Brand Trust para voters. Metode penelitian yang digunakan dalam penelitian ini adalah deskriptif Kuantitatif.Hasil penelitian ini menunjukkan variabel Brand Image dan Brand Identity mempunyai pengaruh positif terhadap Brand Trust. Hasil analisa koefisien regresi berganda, Brand Image dan Brand Identity mempengaruhi Brand Trust.

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The thesis aims to examine and analyze the relevant effect between Brand Image and Brand Identity toward Brand Trust, and the effect between Brand Image and Brand Identity simultaneously toward Brand Trust. With various conflict facing golkar, brand image and brand identity political parties affect brand trust of the voters .The methodology used in research is descriptive quantitative.

Result of this study shows variables of Brand Image and Brand Identity have positive effect toward Brand Trust. The analysis result of the multiple regression, Brand Image and Brand Identity affect Brand Trust."

"Pada pemasaran politik kandidat dilihat sebagaimana brand dalam pemasaran bisnis dan perilaku pemilih dilihat sebagaimana perilaku konsumen. Brand image secara empiris mempengaruhi purchase intention melalui attitude toward brand. Berdasarkan model ini, penelitian ini menyelidiki pengaruh candidate's brand image terhadap voting intention melalui attitude toward candidate's brand. Penelitian ini menguji pencalonan presiden Joko Widodo pada pemilih pemula di Jakarta. Data dikumpulkan melalui survei dengan penarikan sampel secara purposive. Hasil penelitian ini menunjukkan adanya pengaruh signifikan candidate's brand image terhadap voting intention melalui attitude toward candidate's brand.

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In political marketing, candidate seen as a brand in business marketing and voter behavior seen as consumer behavior. Brand image in business marketing empirically influence the consumer's attitude toward brand. It inderectly affect purchase intention through attitude toward brand. From this model, this study aims to analyze the influence of the candidate's brand image on voting intention through attitude toward candidate's brand. This research examine Joko Widodo’s presidential candidacy on early voters in Jakarta. Data collected by using survey method and purposive sampling. The result shows there are significant influence of candidate's brand image toward voting intention through attitude toward candidate’s brand."

"The primary objective of this thesis is to obtain a better understanding regarding the various kinds of things concerning advertising communication, and in particular, its role in building brand image of a product offered by a company In addition, this thesis also tries to analyze an advertisement, and test the effectiveness of the advertisement. The research methodology used is focus group discussion which were conducted from June 26, 1995 through July 1,1995. The sample size chosen is N = 66, and all of the respondents were screened and recruited at central location sites. Interviews with company officials also added the research data. The research has successfully reveal that the primary message of Aquatred advertisement is conveyed effectively. This is seen from the registration of the key communication message which appeared to be satisfactory, in response to the commercial main message. Advertising impact/recall, both recall of advertisement and recall of sponsorship, is quite high. However, overall attitude measures indicate a relatively low interestingness toward the advertisement. Therefore the future aquatred advertisement should: mentioned and briefly explain the uniqueness of Aquatred; mention that Aquatred has won several prestigious international awards; be built around the central theme of the safetyness that Aquatred provide."