Hasil Pencarian  ::  Simpan CSV :: Kembali

"Penelitian ini bertujuan untuk mengetahui hal yang menpengaruhi minat pembelian konsumen terhadap perangkat Apple Watch di Indonesia, berdasarkan faktor - faktor yang terbentuk, seperti: Perceived Usefulness, Perceived Ease of Use, Brand Image, dan Attitude towards Using Apple Watch. Data diperoleh dari penyebaran kuesioner kepada 250 responden, pria dan wanita berkewarganegaraan asli Republik Indonesia, dengan usia berkisar antara 17-30 tahun yang merupakan pengguna iPhone khususnya di wilayah Jabodetabek. Analisis data dilakukan menggunakan software Lisrel 8.80, dengan metode Structural Equation Modeling atau SEM. Hasil penelitian ini menunjukan bahwa terdapat pengaruh secara langsung pada perceived usefulness terhadap attitude towards using Apple Watch, brand image terhadap attitude towards using Apple Watch, attitude towards using Apple Watch terhadap purchase intention, dan perceived ease of use terhadap perceived usefulness. Selain itu juga terdapat beberapa variabel yang tidak memiliki pengaruh satu sama lain, yakni perceived ease of use terhadap attitude towards using Apple Watch, perceived usefulness terhadap purchase intention, dan brand image terhadap purchase intention. Kata kunci: Perceived Usefulness, Perceived Ease of Use, Brand Image, Attitude Towards Using Apple Watch, Purchase Intention.

---

This study aims to analyze factors which influence consumers 39 purchase intention to use Apple Watch, based on factors performed, such as Perceived Usefulness, Perceived Ease of Use, Brand Image, and Attitude towards Using Apple Watch. Data were collected using questionnaire which distributed to 250 respondents, aiming for man and woman from 17 to 30 years old who are using iPhone as their smartphones in Indonesia especially in Jabodetabek. Lisrel 8.80 is used to analyze the data, with Structural Equation Modeling SEM method. The result of this research shows that perceived usefulness has a direct impact on attitude towards using Apple Watch, brand image has a direct impact on attitude towards using Apple Watch, attitude towards using Apple Watch has a direct impact on purchase intention, and perceived ease of use has a direct impact on perceived usefulness. Futhermore, the result of this research also finds that perceived ease of use does not have a direct impact on attitude towards using Apple Watch, perceived usefulness does not have a direct impact on purchase intention, and brand image does not have a direct impact on purchase intention. Keywords Perceived Usefulness, Perceived Ease of Use, Brand Image, Attitude towards Using Apple Watch, Purchase Intention."

"ABSTRAKTesis ini membahas tentang pengaruh customer perceived value, brandimage, dan switching costs terhadap niat konsumen untuk menggunakan (intentionto use) brand Indosat Mentari. Penelitian ini merupakan penelitian kuantitatifberupa descriptive research. Model yang digunakan dalam penelitian ini mengacupada model penelitian yang digunakan oleh Ogwo & Igwe (2012) serta Asiegbu,Igwe, & Iruka (2012). Sementara untuk mengukur customer perceivedvaluedigunakan pengukuran PERVAL (perceived value) yang dikembangkan olehSweeney & Soutar (2001) dengan melihat dimensi nilai dari perceived value yaituemotional value, social value, monetary value, serta convenience value. Hasilpenelitian ini menemukan bahwa dimensi dari customer perceived value, yaitumeliputi nilai fungsional (kinerja/kualitas), nilai fungsional (harga), nilai sosial,serta nilai emosional, memiliki pengaruh yang signifikan dan positif terhadap niatkonsumen untuk menggunakan. Sementara switching costs dan brand image tidakmemiliki pengaruh yang signifikan terhadap niat konsumen untuk menggunakan.

---

ABSTRACTThis thesis discusses the influence of customer perceived value, brandimage, and switching costs on consumer’s intention to use brand Indosat Mentari.This research is a descriptive quantitative research. The model used in this studyrefers to the research model used by Ogwo & Igwe (2012) and Asiegbu, Igwe, &Iruka (2012). As for measuring the customer perceived value using PERVALmeasurement that was developed by Sweeney & Soutar (2001) by looking at thevalue dimensions of perceived value, they are emotional value, social value,monetary value, and convenience value. The results of this study found that thedimensions of customer perceived value, which includes the functional value(performance/quality), functional value (price), social value, and emotional value,has a significant and positive impact on consumer’s intention to use. Whileswitching costs and brand image do not have a significant impact on consumer’sintention to use."

"Penelitian ini bertujuan untuk menganalisis variabel-variabel yang berpengaruh terhadap brand equity private label milik convenience store 7 Eleven yang berupa minuman berkarbonasi beku Slurpee. Metode sampling dalam penelitian ini adalah tipe non-probability sampling yaitu convenience sampling. Penelitian ini bersifat kuantitatif dan dilakukan satu kali dalam satu periode waktu single cross-sectional . Penyebaran kuesioner dilakukan secara online dengan bantuan google docs, serta menggunakan metode store-intercept survey atau survei yang dilakukan ketika responden sedang berada di 7 Eleven. Responden dikatakan layak jika setidaknya pernah mengunjungi 7 Eleven dalam tiga bulan terakhir, serta pernah mengonsumsi atau membeli Slurpee. Pengisian kuesioner bersifat self-administered atau responden mengisi sendiri kuesioner yang dibagikan. Jumlah responden yang berhasil dihimpun sebanyak 208 responden. Data penelitian ini diolah dengan menggunakan teknik Structural Equation Modeling SEM . Hasil pengolahan data menunjukkan bahwa variabel harga, monetary promotions, dan distribusi 7 Eleven memberikan pengaruh pada brand equity produk private label, sementara itu variabel advertising activity, in-store promotions dan in-store communication tidak memberikan pengaruh terhadap brand equity private label.

---

The purpose of this research is to analyze variables affecting on brand equity private label products of flavored frozen drink Slurpee, a product of convenience store 7 Eleven. The sampling method is non probability sampling specifically convenience sampling. The study was conducted with a single cross sectional. The questionnaire was distributed online using google docs, along with the store intercept survey method as well. The respondents should be visiting 7 eleven in the last three months and had been tasted or bought Slurpee in order to be categorized as appropriate. The research data is processed with Structural Equation Modeling SEM . This research was collected by 208 respondents. The results of the processing data reflect some of the elements of marketing mix price, monetary promotions, and wide distribution channel of 7 Eleven affect the brand equity of the private label product, meanwhile advertising activity, in store promotions, and in store communication do not affect brand equity of the private label products."

"Penelitian ini bertujuan untuk menganalisis pengaruh psychological traits, yang terdiri dari dimensi value consciousness, susceptibility to normative influence, dan need for uniqueness, terhadap brand attitude dan purchase intention pada produk sportswear bermerk masstige dengan generasi Y sebagai sampel penelitian. Selain itu, penelitian ini juga menguji variabel moderasi consumer knowledge pada pengaruh need for uniqueness terhadap brand attitude. Penelitian ini menggunakan brand Nike sebagai studi kasus. Hasil studi dengan menggunakan metode Structural Equation Modelling menunjukkan bahwa value consciousness dan susceptibility to normative influence memiliki pengaruh signfikan terhadap brand attitude generasi Y pada produk sportswear bermerk masstige. Variabel brand attitude juga terbukti memiliki pengaruh yang signifikan terhadap purchase intention produk sportswear Nike. Di sisi lain, need for uniqueness terbukti tidak memiliki pengaruh yang signifikan terhadap brand attitude. Lebih lanjut, consumer knowledge juga tidak terbukti memoderasi pengaruh need for uniqueness terhadap brand attitude.

---

The purpose of this research is to analyze the effect of psychological traits on brand attitude and purchase intention towards masstige branded sportswear products in Generation Y. The dimensions of psychological traits analyzed in this study are value consciousness, susceptibility to normative influence, and need for uniqueness. In addition, this study also examines the moderating effect of consumer knowledge on the influence of need for uniqueness towards brand attitude. This study uses Nike sportswear as the case study and the Structural Equation Modeling method to analyze the data. Result of this study indicates that the value consciousness and susceptibility to normative influence have a significant effect on brand attitude of Generation Y towards masstige branded sportswear products. The result also shows that brand attitude does have a significant effect towards purchase intention of Nike sportswear products. On the other hand, the need for uniqueness is not proven to have a significant effect towards brand attitude. Furthermore, consumer knowledge is also not proven to moderate the influence of need for uniqueness towards brand attitude."

"Penelitian mengenai penggunaan media cerita dalam dunia pemasaran FMCG sudah cukup banyak dilakukan. Meski demikian, penelitian spesifik yang membahas penggunaan short brand story di kemasan fast moving consumer goods (FMCG) belum banyak dilakukan dan bahkan belum ada di Indonesia. Oleh karena itu, penelitian ini dilakukan untuk melihat pengaruh dari short brand story terhadap purchase intention dengan perceived brand quality sebagai mediator. Short brand story (SBS) dibedakan menjadi self-transcendence dan self- enhancement. Penelitian ini diikuti oleh 432 partisipan yang berusia minimal 18 tahun secara daring. Alat ukur dari Schiffman dan Wisenblit (2015) digunakan untuk mengukur purchase intention dan perceived brand quality dari Boulding dan Kirmani (1993). Analisis Process dari Hayes menemukan bahwa SBS memengaruhi perceived brand quality secara positif. Di saat yang bersamaan, perceived brand quality juga memengaruhi purchase intention secara positif, sehingga efek mediasi dinyatakan hadir dalam penelitian ini. Selain itu, perhitungan statistik juga menemukan bahwa short brand story tipe self-transcendence memiliki perceived brand quality dan purchase intention yang lebih tinggi dibandingkan tipe self - enhancement. Hasil dari penelitian ini memberikan masukan kepada produsen fast moving consumer goods (FMCG) untuk menghadirkan inovasi terbaru terkait pemasaran produknya.

---

A lot of studies on the use of story media in FMCG marketing have been done quite a lot previously. However, a study that discusses the use of short brand stories in FMCG packaging has not been widely carried out and is not even available yet in Indonesia. Therefore, this study was conducted to see the effect of short brand stories on purchase intentions with the perceived brand quality acts as a mediator. Short brand stories are differentiated into self-transcendence and self-enhancement. This study was conducted online and attended by 432 participants who are at least 18 years old minimum of age. Purchase intention is measured using measurement scale adapted from Schiffman and Wisenblit (2015) and perceived brand quality is measured using measurement scare adapted from Boulding and Kirmani (1993). Process analysis from Hayes found that SBS positively influenced perceived brand quality, and at the same time, perceived brand quality positively influenced purchase intention. Therefore, the mediation effect is presented in this study. In addition, the statistics measurement also found that the self-transcendence type short brand story has a higher perceived brand quality and purchase intention than the self-enhancement type. The results of this study provide input to fast moving consumer goods (FMCG) producers in presenting the latest innovations related to product marketing."

"ABSTRAKTesis ini membahas bagaimana citra celebrity endorser yaitu Ariel ?Noah? mempengaruhi brand image yang terdiri dari favorability, strength, dan uniqueness of brand association produk XL bebas terhadap purchase decision konsumen. Brand image dari produk XL akan terbentuk di dalam persepsi konsumen berdasarkan citra dari Ariel ?Noah? yang diketahui memiliki kasus video seksual. Setelah menuntaskan masa hukumannya , Ariel kembali berkarya dan digunakan PT. XL Axiata Tbk. sebagai endorser dengan menyesuaikan tema produk sesuai kebebasan Ariel yaitu XL Bebas. Berdasarkan hasil penelitian, diketahui bahwa terdapat pengaruh antara credibility dan attractiveness celebrity endorser terhadap brand image. 2 faktor brand image yaitu favorability dan strength of brand association berpengaruh terhadap purchase decision. Namun salah satu bagian brand image yaitu uniqueness of brand association diketahui tidak berpengaruh terhadap purchase decision konsumen.

---

ABSTRACT

This tesis discusses how the affect of celebrity endorser image Ariel ?Noah? affect brand image consisting favorability, strength, and uniqueness of brand association on consumer purchase decision for XL Bebas product. Brand Image of XL will be formed based on the consumer's perception of the image of Ariel "Noah" whose known having sex video case. After completing his sentence, Ariel back to work and hired by PT. XL Axiata Tbk. as a product endorser of XL Bebas to make same theme according to Ariel freedom. Based on this research, it is known that the result are significant between celebrity endorser credibility and attractiveness of the brand image. 2 factors of brand image, namely favorability and strength of brand association have influenced on purchase decision. But one part of the brand image called the uniqueness of brand association didn?t have any affect on consumers purchase decision."

"Di era digital saat ini, semakin banyak pilihan alat pemasaran yang menguntungkan dan efektif guna menyasar konsumen, salah satunya melalui product placement. Praktik product placement yang baik harus meliputi faktor-faktor yang berkaitan dengan karakteristik audience. Selain melalui brand recall, efektifitas product placement dapat dinilai lebih jauh lagi melalui brand attitude dan purchase intention yang dihasilkan. Penelitian ini bertujuan untuk mengeksplorasi pengaruh karakteristik audience terhadap sikap merek dan intensi pembelian bagi audience yang mampu mengingat adanya merek dalam video musik. Penelitian ini menguji pengaruh dari variabel-varibel yang menjadi karakteristik audience seperti pleasure, arousal, cognitive effort, star liking, identification with characters terhadap sikap merek dan intensi pembelian. Desain penelitian yang digunakan adalah konklusif-deskriptif dan bersifat single cross sectional. Data yang diperoleh dari 201 responden, yang mampu mengingat adanya merek yang disisipkan dalam video musik, diolah menggunakan Partial Least Square-Sequential Equation Modeling (PLS-SEM) di SmartPLS. Hasil penelitian menunjukkan bahwa hanya karakteristik cognitive effort saja yang memiliki pengaruh langsung terhadap brand attitude dan purchase intention. Karakteristik audience lainnya memiliki pengaruh secara tidak langsung terhadap brand attitude dan purchase intention jika melalui identification with characters terlebih dahulu. Variabel tersebut berperan penting dalam keberhasilan efektifitas product placement dalam video musik.

---

In the current digital era, there are more choices of profitable and effective marketing tools to targeting consumers. Product placement is one form of its. A good product placement practice must include the factors related to audience characteristics. The purpose of this study is to explore the influence of audience characteristics on brand attitude and purchase intention for audience who were able to recall brands in the music video. This study examines the effect of variables that are characteristic of audiences such as pleasure, arousal, cognitive effort, star liking, identification with characters on brand attitudes and purchase intentions. This study used conclusive-descriptive and single-cross sectional research design. Data obtained from 201 respondents, who were able to recall the brands inserted in a music video, were processed using Partial Least Square- Sequential Equation Modeling (PLS-SEM) in SmartPLS. The results demonstrate that only cognitive effort has a direct influence on brand attitude and brand recall. The other audience characteristics have an indirect influence on brand attitude and purchase intention through identification with characters. That variable plays a significant role in the effectiveness of product placement."

"ABSTRAKPenting bagi suatu perusahaan taksi untuk menjaga brand image-nya karena dapatmenjadi preferensi utama konsumen dalam membuat keputusan. Brand imagebenefits memiliki 5 dimensi yaitu, functional, symbolic, social, experiential, danappearance enhances, yang diukur untuk melihat pengaruhnya terhadap kepuasandan loyalitas konsumen. Penelitian terhadap 120 responden konsumen taksi BlueBird menemukan bahwa brand image benefits berpengaruh terhadap overallsatisfaction dalam dimensi functional, experiential, dan appearance enhances.Brand image benefits pada dimensi experiential, dan appearance enhancesberpengaruh terhadap loyalty intention. Loyalty intention berpengaruh terhadapoverall satisfaction. Brand image benefits mempengaruhi loyalty intention viaoverall satisfaction, dengan full maupun partial mediation.

---

ABSTRACTIt is important for a taxi company to maintain its brand image, because it can bemain preference for consumers. Brand image benefits has 5 dimensions,functional, symbolic, social, experiential, and appearance enhances, that measuredto identify its effects to satisfaction and loyalty. From 120 Blue Bird consumers,showed that brand image benefits significantly affect overall satisfaction infunctional, experiential, and appearance enhances dimensions. Brand imagebenefits in experiential, and appearance enhances has a significant effect onloyalty intention. Loyalty intention does influence overall satisfaction. Brandimage benefits acts on loyalty intention via overall satisfaction by full and partialmediation."

"Skripsi ini membahas mengenai analisis variabel-variabel yang mempengaruhi intensi pembelian produk ramah lingkungan konsumen Indonesia. Terdapat lima faktor yang ingin diteliti yaitu pengetahuan tentang lingkungan, sikap terhadap lingkungan, peran pemerintah, pengaruh teman, dan label ramah lingkungan. Ruang lingkup dari penelitian ini adalah masyarakat Indonesia yang mengetahui brand The Body Shop dan tinggal di wilayah yang tedapat toko The Body Shop. Dengan menggunakan metode regresi berganda, ditemukan bahwa sikap terhadap lingkungan, pengaruh teman dan label ramah lingkungan berpengaruh terhadap intensi pembelian produk hijau.Sementara pengetahuan tentang lingkungan dan peran pemerintah tidak berpengaruh terhadap intensi pembelian produk hijau.Dengan temuan penelitian dengan konteks konsumen Indonesia, peneliti dapat memberikan beberapa saran terkait dengan intensi pembelian produk hijau.

---

This research discusses the analysis variables that influence green purchase intention Indonesia consumers. There are five variables which included in this research such as environmental knowledge, environmental attitude, government initiative, peer pressure and eco label. The scope of this research is the Indonesian people who know the The Body Shop brand and live in an area which is attached to the The Body Shop store.This study is prepared using the method multiple regression. The finding shows that environmental attitude, peer pressure and eco label are the determinant factor to influence green purchase intention. Meanwhile environmental knowledge and government initiative don’t have any influence toward green purchase intention. With the finding in the context of Indonesia consumers, this research suggest recommendation about green purchase intention."

"Dengan dicanangkannya Gerakan Nasional Cinta Museum (GNCM) sejak tahun 2010 oleh Kementerian Kebudayaan dan Pariwisata, keberadaan dan aktifitas museum di Indonesia kini menjadi sorotan dan mengalami peningkatan. Melalui GNCM diharapkan dapat menggairahkan masyarakat untuk berkunjung dan menghidupkan museum. Museum Nasional sebagai museum terbesar dan tertua di Indonesia merupakan salah satu museum yang direvitalisasi dan reposisi. Adanya ketidak-seimbangan antara anggaran yang dikeluarkan dengan fluktuasi jumlah pengunjung mengindikasikan kemungkinan bahwa pemanfaatan atau pengelolaan jasa yang ditawarkan oleh Museum Nasional tidak sesuai dengan apa yang dicari atau butuhkan oleh pengunjung. Penelitian ini membahas pengaruh perceived service quality, emotional satisfaction, dan image terhadap repeat visit dan recommendation bagi first time visitor. Hasil penelitian ini menunjukkan bahwa empathy merupakan dimensi perceived service quality yang paling berpengaruh terhadap laten tersebut. Sedangkan perceived service quality itu sendiri berpengaruh terhadap emotional satisfaction dan image museum namun tidak memiliki hubungan langsung terhadap recommendation dan repeat visit. Laten satisfaction memiliki hubungan positif dengan image namun negative terhadap recommendation dan repeat visit. Image memiliki hubungan positif dengan recommendation dan repeat visit dan menjadi variabel moderasi bagi perceived service quality.

---

The launch of the National Love Museum Movement (GNCM) in 2010 by the Ministry of Culture and Tourism put a spotlight on the existence of museums in Indonesia and their activities. GNCM is expected to encourage people to visit and museums. The National Museum, the largest and oldest museum in Indonesia, is one of the museums that is being revitalized and repositioned. An imbalance between the budget spent and the fluctuations in the number of visitors indicates the possibility that the services being offered by the National Museum do not correspond to what is sought or needed by visitors.

This study discusses the influence of perceived service quality, emotional satisfaction, and image in firsttime visitors? intention to make a repeat visit to and recommend the museum. Results of this study indicate that empathy is the most influential dimensions in the perception of service quality. While the perceived service quality itself affects the emotional satisfaction and image of the National Museum, it has no direct relation with recommendations and repeat visits. Satisfaction latent has a positive relationship on the image, but negative for recommendation and repeat visits. Image has a positive relationship on recommendations and repeat visits and could function as a moderating variable for perceived service quality."