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"[ABSTRAKPenelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran yangdilakukan oleh produk rumah tangga kategori pelicin pakaian merek Kispraydalam upaya membangun ekuitas merek. Penelitian ini menggunakan metodekualitatif. Pihak brand Kispray mewakili perusahaan dalam memberikaninformasi mengenai strategi komunikasi pemasaran yang digunakan Kispray.Kesimpulan strategi komunikasi pemasaran yang digunakan Merek Kispray untukmembangun ekuitas merek adalah advertising, sales promotion, event &experience, dan public relations & publicity. Keempat strategi komunikasipemasaran yang digunakan masing-masing memiliki tujuan untuk membangunekuitas merek dari empat kategori pembentukan ekuitas merek menurut Kotler(2009), yaitu brand awareness, brand association, perceived quality, dan brandloyalty. Pemasangan advertising bertujuan untuk pembentukan brand awarenessdan brand association. Sales promotion bertujuan untuk membangun lebih jauhbrand association. Pelaksanaan event & experience, dan public relations &publicity bertujuan untuk membangun brand association, namun lebih banyakpada tujuan perceived quality dan brand loyalty.

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ABSTRACTThis research aims to find out the marketing communication strategy undertakenby Kispray brand, aid ironing product, to build brand equity. Research methodused in this research is qualitative method. Kispray represents the company toprovide information of marketing communication strategies that used by thebrand. The conclusion of marketing communications strategy that used byKispray to build brand equity are advertising, sales promotion, event &experience, and also public relations & publicity. These fourth marketingcommunications strategy have a goal to build the brand equity of the fourcategories of brand equity according to Kotler (2009), such as brand awareness,brand association, perceived quality, and brand loyalty. Advertising placementaims to build brand awareness and brand association. Meanwhile, sales promotionaims to build more brand association. Furthermore, the aim of event &experience and public relations & publicity also to build brand association, but thefocus is more on the purpose of perceived quality and brand loyalty, This research aims to find out the marketing communication strategy undertakenby Kispray brand, aid ironing product, to build brand equity. Research methodused in this research is qualitative method. Kispray represents the company toprovide information of marketing communication strategies that used by thebrand. The conclusion of marketing communications strategy that used byKispray to build brand equity are advertising, sales promotion, event &experience, and also public relations & publicity. These fourth marketingcommunications strategy have a goal to build the brand equity of the fourcategories of brand equity according to Kotler (2009), such as brand awareness,brand association, perceived quality, and brand loyalty. Advertising placementaims to build brand awareness and brand association. Meanwhile, sales promotionaims to build more brand association. Furthermore, the aim of event &experience and public relations & publicity also to build brand association, but thefocus is more on the purpose of perceived quality and brand loyalty]"

"ABSTRAKPenelitian ini ditujukan untuk melihat pengaruh antara advertising dan sales promotion terhadap terbentuknya brand equity dari merek La Senza Indonesia. Dimensi brand equity yang diteliti adalah perceived quality, brand awareness, brand association, brand personality, self-brand connection, dan brand loyalty. Dari data tersebut, dilakukan penghitungan dengan Structural Equation Model SEM dengan menggunakan piranti lunak Smart PLS untuk mendapatkan model dan insight untuk peningkatan brand equity yang nantinya dapat berpengaruh kepada penjualan jangka panjang sebuah brand. Hasil penelitian menunjukkan perceived advertising spend, attitude towards advertisement, dan monetary promotion memberikan pengaruh positif terhadap dimensi-dimensi brand equity tersebut. Namun, non-monetary promotion tidak memberikan pengaruh positif terhadap brand equity. Hal ini akan dimanfaatkan untuk meningkatkan brand equity konsumen terhadap merek melalui strategi pemasaran yang tepat.

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ABSTRAKThis research aimed to see the influence between advertisement and sales promotion towards brand equity from La Senza Indonesia brand. The dimension of brand equity are perceived quality, brand awareness, brand association, brand personality, self brand connection, and brand loyalty.The data was calculated using Structural Equation Model SEM using Smart PLS software. The result showed the perceived advertising spend, attitudes toward advertisement, and monetary promotion have positive influence to the dimensions of brand equity. Non monetary promotions, however, do not have a positive effect on brand equity. This result will be utilized to increase brand equity of consumers towards brands through appropriate marketing strategies that can affect the long term sales of a brand."

"Skripsi ini membahas tentang pengaruh antara dua elemen program komunikasi pemasaran yaitu iklan dan promosi penjualan dan dampak keduanya pada penciptaan brand equity. Fokus penelitian menyelidiki pengaruh persepsi pengeluaran iklan sikap individu terhadap iklan dan pengaruh dua jenis promosi penjualan yaitu monetary promotions dan non monetary promotions terhadap setiap dimensi pada ekuitas merek. Tujuan dari penulisan skripsi ini adalah untuk membuktikan pengaruh advertising dan sales promotions dalam mengembangkan strategi pemasaran untuk mendorong pertumbuhan ekuitas merek. Penelitian ini berhasil mengumpulkan 200 data melalui kuesioner survei dan menguji hubungan antar variabel untuk menganalisis dampak iklan dan promosi penjualan terhadap ekuitas merek. Berdasarkan studi kasus penelitian ini hasil uji statistik menunjukkan bahwa sikap individu terhadap iklan menjadi peran utama dalam mempengaruhi dimensi ekuitas merek sedangkan persepsi pengeluaran iklan hanya mempengaruhi kesadaran akan merek. Penelitian ini juga menemukan bahwa sales promotions tidak mempengaruhi dimensi ekuitas merek. Selain itu dalam hubungan dan urutan dimensi ekuitas merek penelitian ini menemukan bahwa kesadaran merek menjadi dasar utama dalam mengembangkan dan menumbuhkan ekuitas merek.

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This study discusses about the influence between two elements of marketing communications programs advertising and sales promotions and their impact on brand equity creation. The focus of this study investigates the influence of perceived advertising spend individuals attitude towards the advertisements and two kinds of sales promotions monetary promotions and non monetary promotion on brand equity dimensions.

The purpose of this study is to prove the influence of advertising and sales promotions in order to developing marketing strategies to encourage brand equity growth. This study successfully collected 200 data through a questionnaire survey and tested relationship between variables to analyze the impact of advertising and sales promotions in brand equity.

Based on study case research statistical results show that perceived advertising spend individuals attitudes toward the advertisement play as a key role influencing brand equity dimensions whereas perceived advertising spend affect only on brand awareness. This research also found that monetary promotions and non monetary promotions do not affect brand equity dimensions. In addition in relationship and the order dimensions of brand equity this study found that brand awareness is a means of main foundation in order to developing and growing brand equity."

"ABSTRAKMembentuk citra perusahaan sebagai tempat bekerja yang diinginkan merupakan upaya penting bagi perusahaan mengingat ketatnya persaingan untuk mendapatkan calon calon karyawan. Penelitian ini bertujuan untuk mendeskripsikan dan mengeksplorasi identitas employer branding melalui nilai-nilai perusahaan dan employer value propositions yang dimiliki oleh agensi X mengenai employer branding yang dilakukan lewat media sosial, dan juga positioning employer branding yang terlihat dari konten Instagram agensi X dan citra brand agensi X bagi calon karyawan Penelitian ini menggunakan paradigma post-positivisme dengan pendekatan kualitatif. Hasil dari penelitian ini adalah agensi X hampir seluruhnya menyampaikan elemen-elemen employer branding lewat Instagramnya-nya yang diturunkan dari nilai-nilai perusahaan dan employer value propositions. Nilai yang dominan muncul pada instagramnya adalah nilai sosial dengan indikator lingkungan kerja dan kolega yang menyenangkan. Sebagian besar konten mendapatkan kesan positif dan dianggap ideal oleh calon karyawan

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ABSTRACTEstablishing a company image as a desired place of work is one of the important efforts for the company given the tight competition in attracting prospective employees. This study aims to describe and explore the identity of employer branding through Agency X's corporate values and employer value propositions regarding employer branding carried out through social media, and the positioning of employer branding seen from Agency X's Instagram contents and how they are perceived by prospective employees. This study uses the post-positivism paradigm with a qualitative approach. The results of this study are that Agency X presents the elements of employer branding through its Instagram almost entirely. The dominant value that appears on the instagram is social values indicated by fun working environment and good relationship between colleagues. Most content gains a positive impression and is considered ideal by prospective employees."

"Penelitian ini bertujuan untuk mengetahui pengaruh aktivitas di media sosial, iklan, serta promosi penjualan terhadap dimensi-dimensi brand equity pada low-involvement product dengan studi kasus brand kosmetik dan personal care yaitu Wardah. Sampel pada penelitian ini adalah pengguna produk dari brand Wardah dalam 3 tiga bulan terakhir dan pernah mengakses social media dari Wardah. Data diolah dengan menggunakan metode Structural Equation Modelling SEM . Hasil dari penelitian menunjukkan bahwa social media marketing activities berpegaruh positif terhadap brand awareness dan brand loyalty. Perceived advertising spend berpengaruh positif terhadap brand awareness dan berpengaruh negatif terhadap brand loyalty. Attitude towards the advertisement berpengaruh positif pada brand awareness. Monetary sales promotion berpengaruh positif pada brand association dan perceived quality. Sedangkan non-monetary sales promotion tidak berpengaruh apapun terhadap dimensi-dimensi brand equity. Pada penelitian ini juga ditemukan hubungan memediasi dari brand awareness dan perceived quality terhadap hubungan antara social media marketing activities dan brand loyalty. Hubungan dari dimensi-dimensi brand equity juga ditemukan berpengaruh positif satu sama lainnya.

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This study aims to analyze the effect of social media marketing activities, advertising, and sales promotion towards the dimensions of brand equity in low involvement product with case study of cosmetic and personal care brand that is Wardah. Samples in this study are the consumers of Wardah within 3 three months and ever accessed Wardah social media. The data was processed using Structural Equation Modeling SEM . Results from the study showed that social media marketing activities have a positive effect to brand awareness and brand loyalty. Perceived advertising spend has a positive effect on brand awareness and have a negative effect on brand loyalty. Attitude towards the advertisement have a positive effect on brand awareness. Monetary sales promotion have a positive effect t on the brand association and perceived quality. Whereas non monetary sales promotion does not have any effect on the dimensions of brand equity. This study also found a mediating effect of brand awareness and perceived quality on the relationship between social media marketing activities and brand loyalty. A positive effect of the dimensions of brand equity on one another also found in this study. "

"Penelitian ini mengeksplorasi hubungan-hubungan diantara dua elemen sentral dalam komunikasi pemasaran 'iklan dan promosi penjualan' dan pengaruhnya terhadap pembentukan ekuitas merek. Penelitian ini khusus kepada persepsi konsumen terhadap pengeluaran iklan dan sikap konsumen terhadap iklan. Penelitian ini juga menginvestigasi dampak akan dua jenis promosi penjualan; promosi penjualan yang berhubungan dengan uang dan yang tidak berhubungan dengan uang. Berdasarkan survei yang dilakukan pada 200 responden, penelitian menyimpulkan bahwa sikap konsumen terhadap iklan memainkan peran kunci dalam memengaruhi dimensi-dimensi ekuitas merek, berkebalikan dengan persepsi konsumen terhadap iklan yang tidak berpengaruh positif terhadap kesadaran merek, persepsi kualitas, dan asosiasi-asosiasi merek. Penelitian ini juga menemukan perbedaan-perbedaan efek yang cukup nyata antara promosi penjualan yang berhubungan dengan uang dan promosi penjualan yang tidak berhubungan dengan uang terhadap ekuitas merek. Hasil-hasil penelitian menunjukkan bahwa perusahaan-perusahaan dapat mengoptimalisasikan proses manajemen ekuitas merek dengan mempertimbangkan hubungan-hubungan yang ada diantara dimensi-dimensi ekuitas merek.

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This study explores the relationships between two central elements of marketing communication programs 'advertising and sales promotions' and their impact on brand equity creation. In particular, the research focuses on advertising spend and individuals attitudes toward the advertisements. The study also investigates the effects of two kinds of sales promotions, monetary and non monetary promotions.

Based on a survey of 200 respondents, findings show that the individuals play a key role influencing brand equity dimensions, whereas advertising spend for the brands is insufficient to positively influence brand awareness, perceived quality, and brand associations.

This research also finds distinctive effects of monetary and non-monetary promotions on brand equity. In addition, the results show that companies can optimize the brand equity management process by considering the relationships existing between the different dimensions of brand equity."

"Untuk bersaing dengan para kompetitor sebuah bisnis harus dapat membuat ikatan dengan para pelanggannya, ikatan antara merek dengan pelanggannya ini dinamakan brand attachment. Brand attachment dapat terbentuk melalui beberapa faktor seperti brand experience dan brand trust. Penelitian ini mempunyai tujuan untuk menjelaskan bagaimana brand attachment terhubung dengan brand experience. Selain itu juga untuk mengetahui bagaimana peran mediasi brand trust, penghasilan dan umur. Penelitian ini dilakukan terhadap masyarakat DKI Jakarta yang merupakan pelanggan Restoran Sederhana. Dengan menganalisis 113 responden melalui kuesioner online. Data dianalisis menggunakan regresi linier sederhana dan regresi linier berganda. Hasil penelitian menunjukkan adanya pengaruh positif antara brand experience dengan brand attachment pada pelanggan Restoran Sederhana di DKI Jakarta, dan tidak ada efek mediasi dari penghasilan terhadap hubungan brand trust dengan brand attachment, dan tidak ada juga efek mediasi umur terhadap hubungan brand experience dengan brand attachment pada pelanggan Restoran Sederhana di DKI Jakarta. Brand trust terbukti memediasi hubungan brand experience dengan brand attachment, dan penghasilan yang lebih rendah terbukti memediasi hubungan brand experience terhadap brand trust pada pelanggan Restoran Sederhana di DKI Jakarta.

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To compete with its competitors, a business must be able to make bonds with its customers, this bond between brands and customers is called brand attachment. Brand attachment can be formed through several factors such as brand experience and brand trust. This study aims to explain how brand attachment relates to brand experience. In addition, to find out how the mediating role of brand trust, income, and age. This research was conducted on the people of DKI Jakarta who are customers of Restoran Sederhana. By analyzing 113 respondents through an online questionnaire. Data were analyzed using simple linear regression and multiple linear regression thrpugh SPSS 25. The results showed that there was a positive influence between brand experience and brand attachment on Restoran Sederhana customers in DKI Jakarta, and there was no mediating effect of income on the relationship between brand trust and brand attachment, and there was also no mediating effect of age on the relationship between brand experience and brand attachment. Simple Restaurant customers in DKI Jakarta. Brand trust has been proven to mediate the relationship between brand experience and brand attachment, and lower income has been proven to mediate the relationship between brand experience and brand trust for Restoran Sederhana customers in DKI Jakarta."