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"Generasi Muslim merupakan fenomena dunia saat ini. Generasi Muslim memiliki kriteria khusus untuk memilih sebuah produk. Specs, merupakan brand sportwear lokal yang melihat kesempatan ini dengan mengeluarkan varian Specs Active Hijab. Produk ini ditujukan untuk para Hijabers yang gemar berolahraga dengan harga yang relative lebih murah dibanding kompetitor. Penelitian ini bertujuan untuk mengetahui brand personality terhadap minat beli konsumen pada sportwear Specs Active Hijab. Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel purposive, dan metode analisis regresi linier berganda. Jumlah sampel yang digunakan pada penelitian ini berjumlah 100 orang responden. Hasil penelitian ini membuktikan bahwa brand personality mempunyai pengaruh terhadap minat beli pada Specs Active Hijab dan dimensi yang berpengaruh adalah competence, attractiveness, sincerity, innovation, excitement, dan ruggedness, sementara activity tidak memiliki pengaruh.

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Gen M is a world phenomenon today. The Muslim generation has specific criteria for choosing a product. Specs, is a local sportwear brand that is able to see this opportunity by releasing the Specs Active Hijab variant. This product is intended for the Hijabers who likes to exercise at a price that is relatively cheaper than competitors. This study aims to determine the brand personality of consumer purchase intention in sportwear Specs Active Hijab. This research uses quantitative method with purposive sampling technique, and multiple regression analysis method. The number of samples used in this study amounted to 100 respondents. The results of this study prove that brand personality has an influence on purchase intention in Specs Active Hijab and the influencing dimensions in this reaserch are competence, attractiveness, sincerity, innovation, excitement, and ruggedness, while one dimension named activity has no influence at all. "

"Victorias Secret dinaungi oleh perusahaan L Brands memiliki sub produk yaitu fragrance. Victoria`s Seceret diharapkan dapat meningkatkan preferensi konsumen terhadap merek tersebut dalam menghadapi persaingan dengan merek lainnya sehingga akan memunculkan minat beli konsumen. Tujuan penelitian ini adalah untuk menganalisis pengaruh brand personality terhadap minat beli pada produk fragrance Victorias Secret. Penelitian ini merupakan penelitian kuantitatif. Data dikumpulkan melalui penyebaran kuesioner kepada 100 orang responden perempuan yang belum pernah membeli produk fragrance Victorias Secret. Teknik pengambilan sampel yang digunakan ialah purposive sampling. Model penelitian diuji dengan analisis regresi linier melalui SPSS. Hasil penelitian membuktikan bahwa brand personality berpengaruh secara signifikan terhadap minat beli pada produk fragrance Victorias Secret.

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Victoria's Secret is a subsidary brand from the parent company, L brand, which have some sub product such as fragrance. Victoria's secret is expected to increase consumen preference towards the brand to compete with its competitors. So that, Victoria 39s secret is expected to stimulate consumen to buy the product. The objective of this research is to analyze the impact of brand personality towards purchase intention on Victorias Secret fragrance products. This research based on quantitative approach. The data were collected through questionnaires distributed to 100 women who never made a purchase on Victoria rsquo s Secret fragrance products. The sampling method is purposive sampling. The research model was tested with linier regression analysis using SPSS. The result of this research shows that brand personality has a significant impact towards purchase intention on Victorias Secret fragrance products."

"Store brand merupakan salah satu strategi yang diterapkan oleh peritel untuk dapat bersaing di pasar. Terdapat beberapa faktor yang digunakan untuk menjelaskan perilaku pembelian store brand. Berdasarkan penelitian sebelumnya, store image, store brand price image dan perceived risk berpengaruh terhadap purchase intention produk store brand. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh store image, store brand price image dan perceived risk terhadap purchase intention produk store brand Watsons. Penelitian menggunakan metode Structural Equation Modeling (SEM) untuk menguji hipotesis penelitian. Tehnik pengumpulan data dengan cara survei melalui kuesioner. Populasi dan sampel dalam penelitian adalah pengunjung ataupun pembeli di ritel Watsons JABODETABEK dengan jumlah sampel sebanyak 180 responden yang dipilih secara acak. Hasil dari penelitian menunjukkan bahwa store image perceptions dan store brand price image berpengaruh positif terhadap store brand purchase intention.

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Store brand is one of retailer's strategy to be competitive in the market. Several factors have been underlined to explain store brands' (SBs) purchase behavior.Based on previous research, store image, store brand price image and perceived risk have an influence toward store brand purchase intention. The purpose of this study was to examine the effect store image, store brand price image and perceived risk on purchase intention of store brand products Watsons. A research using Structural equation modeling to test the hypothesized relationships. Methods of data collection by survey techniques. Populations and samples in this study are the visitor or buyer at 'Drugstore Watsons' JABODETABEK, with a total sample of 180 respondents were randomly selected. The result of this study shows that store image perceptions and SB price-image positif influence significantly SB purchase intention."

"Penelitian ini bertujuan untuk menganalisis pengaruh halal brand personality terhadap repurchase intention dan menganalisis dimensi halal brand personality yang paling mempengaruhi repurchase intention merek kosmetik Wardah di wilayah Jakarta. Jenis penelitian ini ialah penelitian kuantitatif dengan teknik pengumpulan data survei dan studi kepustakaan. Survei dilakukan terhadap 100 responden wanita yang pernah membeli kosmetik Wardah sebanyak satu kali, mengetahui produk halal, mengetahui kosmetik merek Wardah merupakan produk halal dan berdomisili di Jakarta. Hasil penelitian menemukan terdapat pengaruh halal brand personality terhadap repurchase intention sebanyak 59, dengan dimensi sophistication pada halal brand personality menjadi dimensi yang paling mempengaruhi repurchase intention.

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This research aims to analyze the effect of halal brand personality on repurchase intention and analyze the halal dimension of brand personality that most influence repurchase intention of Wardah cosmetic brand in Jakarta. This type of research was quantitative research with survey for data collection techniques and literature study. The survey was conducted on 100 female respondents who bought Wardah cosmetics once, knew halal product, knew Wardah brand cosmetics as halal product and domiciled in Jakarta. The result of the research found that there is influence of halal brand personality to repurchase intention as much as 59, with dimension of sophistication on halal brand personality found as the dimension that most influence repurchase intention."

"CSR yang diwajibkan oleh Pemerintah Republik Indonesia sejak 2012, memiliki dampak tidak hanya terhadap lingkungan, tetapi juga terhadap branding. Dalam branding, dikenal istilah eco-branding yang mengacu pada pembentukan reputasi baik dengan menggunakan frasa bernada ramah lingkungan. Danone-AQUA sebagai salah satu perusahaan air minum dalam kemasan (AMDK) yang menggunakan plastik sebagai bahan kemasan, mengusung program CSR bertajuk #BijakBerplastik. Melihat adanya dampak CSR terhadap eco-branding, penelitian ini bertujuan untuk melihat sentimen publik terhadap CSR tersebut, sekaligus untuk membuktikan apakah komunikasi corporate social responsibility campaign #BijakBerplastik berdampak terhadap pembangunan eco-branding Danone-AQUA. Studi menerapkan metode kualitatif deskriptif menggunakan sentimen analisis terhadap komentar-komentar audiens Instagram @SehatAQUA. Data dikumpulkan sebanyak 184 komentar yang diambil dari postingan Instagram @SehatAQUA yang menggunakan #BijakBerplastik pada periode 1 Januari – 30 September 2022. Studi ini berkesimpulan sentimen publik terhadap konten CSR Danone-AQUA masih didominasi oleh sentimen netral, dimana kampanye CSR belum berhasil menghasilkan sikap konsumen yang positif terhadap masalah dan pesan campaign karena adanya perbedaan lingkungan dan pola pikir pengguna (Leavy, 2017). Kegagalan tersebut menyebabkan masalah dan pesan tidak dapat diterima dengan baik.

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CSR, which has been required by the Government of the Republic of Indonesia since 2012, has an impact not only on the environment but also on branding. In branding, the term eco-branding refers to the establishment of a good reputation by using environmentally friendly phrases. Danone-AQUA one of the bottled water companies that uses plastic as packaging material, carries out the #BijakBerplastik CSR program. Seeing the impact of CSR on eco-branding, this development research aims to look at public sentiment towards CSR, as well as to prove whether the #BijakBerplastik corporate social responsibility campaign communication has an impact on Danone-AQUA's eco-branding. The study applies a qualitative descriptive method using sentiment analysis on the comments of the @SehatAQUA Instagram audience. Data were collected from 184 comments taken from @SehatAQUA Instagram posts using #BijakBerplastik in the period January 1 – September 30, 2022. This study concludes that public sentiment towards Danone-AQUA's CSR content is still dominated by neutral sentiment, where CSR campaigns have not succeeded in producing positive consumer attitudes towards campaign issues and messages due to differences in the environment and user mindset (Leavy, 2017). The failure causes problems and messages cannot be received properly."

"Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh dari aktivitas pemasaran media sosial terhadap consumer based brand equity. Variabel yang termasuk dalam consumer based brand equity dalam penelitian ini adalah brand awareness, brand image, perceived quality, brand attitude, dan brand loyalty. Penelitian ini merupakan penelitian kuantitatif dengan desain deskriptif. Hasil penelitian menunjukkan bahwa aktifitas pemasaran media sosial hanya berpengaruh kepada salah satu customer based brand equity berupa brand image.

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This research examine effect of social media marketing activities through Consumer based brand equity. Variables in Consumer Based Brand Equity are brand awareness, brand image, perceived quality, brand attitude, and brand loyalty. This research is quantitative with descriptive design. The result of this research show the activity of social media marketing activity effect through customer based brand equity only in brand image variable."

"Aaker (1997) menemukan sebuah fenomena dimana merek seringkali dianggap sebagai makhluk hidup dan memiliki kepribadian layaknya manusia. Fenomena ini diberi nama Brand Personality. Pada studi ini, diajukan cara baru dalam menentukan Brand Personality dari sebuah merek produk, yaitu melalui persepsi terhadap individu pemilik produk tersebut. Studi ini dilakukan pada satpam yang bertugas di area parkir mobil atau bertugas di dalam gedung dan bisa melihat mobil (n=77). Responden diminta untuk mengisi kuesioner yang terdiri atas dua bagian besar, dibedakan berdasarkan urutan gambar mobil (Mercy - Kijang atau Kijang - Mercy). Setiap gambar mobil disertai dengan tiga alat ukur, yaitu BFI-10 (Big Five Inventory-10), closed ended questions, dan alat ukur Brand Personality. Hasil penelitian ini menunjukkan bahwa beberapa persepsi sosial yang diduga muncul terbukti, antara lain persepsi etnis, agama, serta pada Brand Personality merek Mercedes-Benz dan Toyota Kijang.

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Aaker (1997) discovered a phenomena when brands are sometimes perceived as a human being and has personality just like humans do. This phenomena is called Brand Personality. In this study, we propose a new way in defining the personality of a brand, based on people perception of the car owner. This study was done to security guards whose area of work vary from parking lot to those whose area of work is inside the building but still able to see the cars parked outside (n=77). Respondents were asked to fill the questionnaires which consists of two big parts, differed by the sequence of the car pictures, whether it's Mercedes-Benz - Toyota Kijang, or Toyota Kijang - Mercedes-Benz. Each picture of the car is followed by three inventories. Big Five Invemtory-10, some closed-ended questions, and Brand Personality inventory. This study found that from social perceptions we hypothesized, only three are proved to be true, such as etnic perception, religion perception, and the brand personality of Mercedes-Benz and Toyota Kijang."

"Penelitian ini membahas sikap konsumen milenial terhadap heritage luxury brand dan motivasi pembelian konsumen terhadap heritage luxury brand, dengan melakukan studi pada merek Louis Vuitton. Melalui pendekatan kualitatif dan wawancara mendalam dengan informan yang merupakan milenial sekaligus konsumen dari merek Louis Vuitton, peneliti ingin mengeksplorasi bagaimana sikap milenial terhadap heritage luxury brand dan bagaimana motivasi pembelian yang dimiliki milenial dalam mengonsumsi produk Louis Vuitton. Hasil penelitian menunjukkan bahwa secara umum, motivasi pembelian milenial terhadap produk heritage luxury brand didasari oleh karakteristik dari produk atau merek, terutama dari segi kualitas, ketahanan, dan value yang dimiliki produk, yang dinilai klasik serta timeless. Selain itu, kelompok sosial juga menjadi salah satu elemen yang mendorong adanya motivasi pada milenial dalam mengonsumsi heritage luxury brand. Secara umum, motivasi pembelian milenial terhadap heritage luxury brand sebagian besar didorong oleh karakteristik produk itu sendiri.

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This research discusses millennials’ consumer attitudes and purchase motivation towards heritage luxury brands by conducting a study on Louis Vuitton. Through a qualitative approach and in-depth interviews with informants who are, as well, consumers of Louis Vuitton, this study explores millennials’ behavior towards heritage luxury brands and the motivation behind their purchase of Louis Vuitton products. The result shows that mostly, the purchase motivation is driven by the product value, especially in terms of quality, durability, and the inheritance value, which describes the sustainability and timelessness of the products. In addition, social group is also one of the elements that motivates millennials to consume heritage luxury brand. In general, millennials take hold of motivation towards heritage luxury brand heritage that mostly relies on the characteristics of the product.

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"Menumbuhkan minat pembelian konsumen dapat dilakukan dengan berbagai cara, salah satunya adalah dengan meningkatkan citra dari toko, baik toko offline maupun online. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh offline store image dan online store image terhadap purchase intention produk private label brand Berrybenka. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 100 responden menggunakan teknik non-probability sampling. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan dari offline store image dan online store image terhadap purchase intention pada produk private label brand Berrybenka.

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Growing consumer purchase intention can be done in various ways, one of which is by improving the store image, both offline and online. The purpose of this research is to analyze the influence of offline store image and online store image towards purchase intention of private label product Berrybenka brand. This research using quantitative approach by spreading questionnaires to 100 respondents using non probability sampling technique. The results showed that there is a significant influence from offline store image and online store image to purchase intention on private label product Berrybenka brand."

"Penelitian ini bertujuan untuk menganalisis pengaruh Program Tanggung Jawab Sosial Perusahaan Terhadap Niat Beli Produk Uniqlo U Future Lifewear Essentials. Untuk merek-merek fast fashion, peran tanggung jawab sosial penting sebagaimana sustainability tengah menjadi isu yang sangat diperhatikan sehingga banyak diluncurkan koleksi pakaian berkelanjutan. Tanggung jawab sosial dapat membantu dalam mengukur niat beli konsumen atas produk tersebut. Penelitian menggunakan pendekatan kuantitatif eksplanatif dengan menggunakan online survey. Hasil penelitian menunjukkan bahwa tanggung jawab sosial korporasi memiliki pengaruh terhadap niat beli produk dari Uniqlo U Future Lifewear Essentials dengan pengaruh paling besar melalui Perceived Consumer Effectiveness. Hasil penelitian merekomendasikan bahwa perlu dipertahankannya tanggung jawab sosial korporasi terhadap lingkungan terutama dalam penggunaan sustainably sourced materials sekaligus lebih banyak lagi program tanggung jawab sosial untuk kedepannya. Selebihnya juga diperlukan komunikasi lebih terbuka terkait environmental sustainability dengan memanfaatkan kanal media sosial untuk memaksimalkan penyampaian informasi terkait kegiatan/program CSR lingkungan. Terlebih, dapat dimanfaatkan juga strategi corporate social marketing untuk untuk meningkatkan perceived consumer effectiveness terhadap produk yang ditawarkan.

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This study aims to analyse the impact of corporate social responsibility programs towards consumer’s purchase intention of the Uniqlo U Future Lifewear Essentials products. For fast fashion brands, the role of corporate social esponsibility is deemed as important as currently many fast fashion brands are under scrutiny in regards to their sustainability issues. This drives many of the brands to launch multiple collections of sustainable clothings. To find out whether consumers are interested to buy these products, corporate social responsibility is said to be helpful in measuring their purchase intention. The study uses a quantitative-explantive approach utilising online survey as data. Result of the study proves that corporate social responsibility programs do have an impact towards consumer’s purchase intention of the Uniqlo U Future Lifewear Essentials products, with the most significant impact through the perceived consumer effectiveness variable. Consequently, it is recommended to maintain the environmental corporate social responsibility especially in regards to the use of sustainably sourced materials for the products while simultaneously exploring more corporate social responsibility programs to be implemented in the future. Furthermore, a more open communication with the consumers regarding the environmental corporate social responsibility programs that are being implemented is very much needed. Channels such as social media can be make use of to convey informations concerning the environmental corporate social responsibility programs. Lastly, corporate social marketing strategy can be implemented into the marketing strategies of the Uniqlo U Future Lifewear Essentials products as it can increases the perceived consumer effectiveness and lead them towards purchase."