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"ABSTRAKDunia otomotif merupakan industri yang selalu memiliki inovasi dan menghasilkan produk-produk terbaru, setiap brand berlomba-lomba menghadirkan produk yang terbaik bagi konsumen. Segala hal dilakukan untuk meningkatkan penjualan dan membuat konsumen setia pada brand. Mulai dari membangun citra hingga menonjolkan karakter dari brand merupakan strategi yang dilakukan untuk mendapatkan perhatian dan meningkatkan loyalitas dari konsumen.

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ABSTRACTThe automotive world is an industry that always has the innovation and deliver new products, each brand competes to bring the best products for consumers. Everything is done to increase sales and make consumers loyal to the brand. From image building to highlighting the character of the brand, are the strategies pursued to gain attention and increase the consumer 39 s loyalty."

"Penelitian ini bertujuan untuk mengidentifikasi peranan brand hearsay dan brand evidence terhadap satisfaction dan brand attitude dalam membentuk brand loyalty. Studi kasus yang dijadikan objek dalam penelitian ini adalah pengguna jasa penerbangan maskapai AirAsia. Hipotesis pada model penelitian diuji menggunakan metode Partial Least Square (PLS) dengan software SmartPLS. Hasil analisa dari penelitian ini menyatakan bahwa brand hearsay memiliki pengaruh yang signifikan terhadap pembentukan brand loyalty. Demikian pula dengan variabel lainnya seperti brand evidence, satisfaction dan brand attitude memiliki pengaruh terhadap pembentukan brand loyalty.

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This research aims to identify brand hearsay and brand evidence influence to satisfaction and brand attitude in shaping the brand loyalty. Case study explained in this research takes AirAsia airline users as subjects. Hypotheses used are tested using Partial Least Square method with SmartPLS program. This research finds that brand hearsay has significant effect on brand loyalty. Other variables explained before like brand evidence, satisfaction and attitude also has some correlation on brand loyalty. "

"Penelitian ini bertujuan untuk menganalisis loyalitas konsumen dengan mengintegrasikan pengaruh identitas merek baik secara langsung ataupun secara tidak langsung dengan framework tradisional loyalitas merek dengan variabel yang menjadi mediasi yaitu perceived value, kepercayaan konsumen dan brand trust pada industri perawatan wajah pria. Penelitian ini menemukan bahwa identitas merek memberikan peran penting terhadap loyalitas merek dengan memberikan pengaruh positif. Penelitian ini juga mengkonfirmasi keberadaan pengaruh identitas merek secara langsung dan tidak langsung yang signifikan terhadap loyalitas merek. Penelitian ini menggunakan model yang telah dikembangkan oleh He, Li & Harris (2011).

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This paper aims to analyze the consumer's brand loyalty by integrating the brand identity effect both direct and indirect into the brand loyalty traditional framework along with the effects that mediates it such as perceived value, consumer satisfaction and brand trust in male grooming industry. The study found that brand identity provides a significant role towards brand loyalty by providing a positive influence. The study also confirmed the existence of the brand identity significant direct and indirect influences against brand loyalty. The paper use a model that had been developed by He, Li & Harris (2011)."

"ABSTRAKEkstensi merek vertikal adalah strategi dari perusahaan untuk mengekspansi merek mereka dengan cara membentuk sesuatu yang baru, termasuk merek maupun produk baru. Di dalam ekstensi merek vertikal, terdapat ektensi secara ke atas dan ke bawah. Ekstensi merek biasanya digunakan untuk menambah brand equity atau untuk masuk ke dalam pasar baru, dengan tetap memiliki konsumen yang sekarang dan mendapatkan konsumen baru. Penelitian deskriptif ini bertujuan untuk mengerti perbedaan pada segmenting, targeting and positioning yang digunakan oleh Lexus dan Toyota untuk menemukan kunci perbedaan di dalam komunikasi yang mereka gunakan. Data yang digunakan akan dikumpulkan melalui YouTube untuk mencari iklan dan kampanye dari Lexus-Toyota. Metode analisis konten akan digunakan untuk melihat bagaimana Toyota dan Lexus menerapkan segmenting, targeting and positioning merek mereka dan akan dibandingkan untuk melihat perbedaan antara komunikasinya. Penelitian ini menemukan dari iklan yang telah disusun dan dianalisis bahwa iklan dari Harrier lebih menuju kepada sisi buas dan petualangan, dibandingkan dengan RX yang lebih mewah, dengan teknologi yang paling top dan kekuatan mobil yang kuat. Terlebih lagi, perbedaan mendasarnya ialah bagaimana Toyotamenggunakan differentiated marketing dan Lexus menggunakan concentrated (niche) marketing. Kesamaannya ialah bagaimana kejelasan dari ide- ide kedua merek tersebut telah direpresentasikan dengan sangat jelas dengan kekuatan dan konsistensi di dalam bagaimana ide tersebut diwujudkan.

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ABSTRACTVertical Brand Extension is a strategy of a company to extend their brand by making a new line, including brand or products. In vertical brand extension, there are upward product line extension and downward product line extension. Line extensions usually are used by the company in order to enhance parent brand equity or to tap into a new market, retaining its current consumer and getting the new consumer. Having said that, this descriptive research would like to understand the difference between segmenting, targeting and positioning used by Lexus and Toyota in order to find the key difference in the communication that they use. The data will be collected through scraping the information on YouTube for advertising and campaign event for Lexus-Toyota.Content analysis method will be used for the data by seeing how both Toyota and Lexus segmenting, targeting, and positioning their brand and compare them to the outcome of their communication. The Research found that from the advertisement that has been compiled and analysed, it is generally seen that Harrier s advertisement is more about how it got a wild side and about adventure, while RX s is generally about being luxurious, state-ofart technology and also the powerful ability of the car. Moreover, the main difference is that Toyota uses differentiated marketing while Lexus uses concentrated (niche) marketing. The similarity is that the clarity oftheir idea is presented clearly with strength and the consistency in how the idea is portrayed."

"Analisis Situasi:

1. Indonesia akan mengalami bonus demografi pada tahun 2030-2040 yang menyebabkan 60% masyarakatnya berada pada rentang usia produktif.
2. Indonesia membutuhkan rencana besar untuk menjadikan fenomena bonus demografi ini sebagai peluang.
3. Dalam cakupan dunia internasional, tahun 2030 nanti 16% populasi merupakan anak muda sehingga dibutuhkan Sumber Daya Manusia (SDM) yang berkualitas sebagai calon pemimpin dunia.
4. IGN memiliki berbagai macam program yang dapat mendukung pengembangan kualitas pemuda.
5. Namun, posisi IGN sebagai brand induk masih belum terlalu diketahui oleh target audiens.
6. Muncul kompetitor yang berusaha untuk meniru acara IGN dan mengecohkan target audiens.

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Situation Analysis:

1. Indonesia will experience a demographic bonus in 2030-2040 which will cause 60% of its population to be in the productive age range.
2. Indonesia needs a big plan to make this demographic bonus phenomenon an opportunity.
3. In the international scope, in 2030, 16% of the population will be young people. That is why, the need for a good quality in youth as a potential leader of the nation is very needed.
4. IGN has a variety of programs that can support the development of youth quality.
5. However, IGN Brand as the 'parent' of its events is still not well-known/ widely recognized by the target audience.
6. There are competitors who are trying to emulate the IGN program(s) and outwit the target audience.

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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."

"[Tujuan dari penelitian ini untuk melihat pengaruh variasi elemen dan melihat perbedaan pengaruh variasi elemen electronic word-of-mouth positif berupa teks dan gambar-teks terhadap sikap merek pada mengguna bus TransJakarta. Tipe penelitian ini adalah field experiment dengan desain randomized between-subject design (pretest & posttest). Terdapat dua kelompok eksperimen yaitu kelompok variasi elemen teks dan gambar-teks. Partisipan (n = 89) adalah pengguna bus TransJakarta yang memiliki aplikasi LINE. Penelitian dilakukan dengan memberikan 28 electronic word-of-mouth positif selama 7 hari melalui grup LINE. Alat ukur sikap merek sudah diadaptasi dari Wu dan Wang (2011). Hasil penelitian menunjukkan bahwa variasi elemen electronic word-of-mouth positif secara signifikan mempengaruhi sikap merek pada pengguna bus TransJakarta dengan nilai (t(88) = 2.930, p < 0.05). selain itu, variasi elemen electronic wordof- mouth tidak berbeda secara signifikan berpengaruh terhadap sikap merek pada pengguna bus TransJakarta dengan nilai (t(87) = 1.679, p > 0.05).

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The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users’ brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users’ brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users’ brand attitude (t(87) = 1.679, p > 0.05)., The purpose of this study was to examine the effect of positive electronic wordof-

mouth element variation that are text and text-with-picture towards

TransJakarta bus users’ brand attitude. This study was field experiment study with

randomized between-subject design (pretest & posttest). The participants (n=89)

of this study were a TransJakarta user that used TransJakarta at least four days in a

week. Researcher divided the participants into two experiment groups, text-only

positive electronic word-of-mouth and text-with-picture positive electronic wordof-

mouth. The research was done by giving 28 electronic word-of-mouths for 7

days. The brand attitude was measured by using Wu and Wang (2011) brand

attitude scale. The findings showed that electronic word-of-mouth element

variation affects TransJakarta users’ brand attitude (t(88) = 2.930, p < 0.05). The

other findings suggest that there was no significant differences of the effects of

electronic word-of-mouth on TransJakarta users’ brand attitude (t(87) = 1.679, p >

0.05).]"

"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."

"Alat bantu dalam Pengukuran Kinerja Perusahaan kini semakin menyentuh aspek stratejik dan operasional perusahaan. Apabila sebelumnya kinerja perusahaan hanya diukur berdasarkan tingkat pengembalian dari aset yang berbentuk tangible, kini perusahaan harus lebih berfokus untuk melihat aset intangible mereka sebagai keunggulan kompetitif yang tidak mudah ditiru dan menjadi kunci operasional mereka. Brand equity sebagai sebuah konsep, adalah aset intangible dan intelectual capital yang dapat dijadikan keunggulan kompetitif tersebut. Bagaimana metode pengukuran kinerja brand, nilai moneter yang dihasilkan, hingga risiko investasi terhadap brand adalah sesuatu yang terus dikembangkan dan menjadi perhatian para manajemen, pemegang saham, bahkan masyarakat dan pemerintah. Diharapkan dengan adanya sebuah metode yang mengintegrasikan aspek keuangan (dalam hal ini dengan menggunakan metode SVA) dengan pemasaran (dalam hal ini dilakukan survei terhadap persepsi konsumen dan infrastruktur pembentuk brand equity) dalam pengukuran kinerja dan penciptaan nilai tersebut, akan membantu pihak-pihak yang menaruh kepentingan pada brand yang diukur dalam membuat keputusan dan memberi insight berharga di masa depan."