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"Tujuan dari penelitian ini adalah untuk mengevaluasi pengaruh youtuber endorsement terhadap brand attitude dan brand credibility dari smartphone asal Cina. Penelitian ini juga bertujuan untuk mengevaluasi pengaruh brand attitude dan brand credibility terhadap niat beli konsumen pada produk smartphone asal Cina. Analisis dari sikap merek melibatkan variabel Country-of-Origin Image (COO) karena persepsi umum tentang kualitas produk Cina yang dianggap negatif, dan diyakini mempengaruhi brand attitude dari konsumen. Structural Equation Modeling (SEM) akan digunakan untuk menganalisis data yang dikumpulkan melalui survei online dari 207 responden. Hasil penelitian menunjukkan bahwa Youtuber endorsement berpengaruh positif terhadap brand attitude dan brand credibility. Selanjutnya, attractiveness, trustworthiness, dan expertise ditemukan sebagai faktor yang mempengaruhi kredibilitas endorser serta trustworthiness dan expertise memiliki dampak terbesar pada kredibilitas endorser. Brand attitude dan brand credibility juga memiliki dampak positif terhadap niat beli konsumen pada produk smartphone Cina dan secara mengejutkan COO memiliki dampak positif pada brand attitude karena persepsi peningkatan kualitas produk. Penelitian ini menyoroti faktor-faktor penting yang menentukan kredibilitas endorser endorser dan diharapkan dapat digunakan oleh produsen smartphone asal Cina dalam merancang strategi pemasaran mereka.

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The purpose of this research is to evaluate the impact of youtuber endorsement to brand attitude and brand credibility of Chinese brand smartphone. This research also intended to evaluate the impact of brand attitude and brand credibility on Chinese brand smartphone purchase intention. The investigation of brand attitude involves Country-of-Origin Image (COO) variable due to the general perception of the Chinese products quality which are considered negative, and it is believed to affect consumer brand attitude. Structural Equation Modelling (SEM) will be used to analyze the data that collected using online survey from 207 respondent. The result shows Youtuber endorsement has a positive impact to brand attitude and brand credibility. Furthermore, it is suggested that attractiveness, trustworthiness, and expertise are found to be the factors that impact endorser credibility and trustworthiness has the largest impact on endorser credibility. Brand attitude and brand credibility also have a positive impact to purchase intention of Chinese brand smartphones and COO surprisingly has a positive impact in brand attitude due to the perception of quality improvement in the products. This research highlights the important factors that determine the credibility of youtuber endorsement and expected to be used by smartphone companies in designing their marketing strategies."

"Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan pembelian muslim di Indonesia dalam membeli produk makanan cemilan (snack) asal Jepang yaitu Pocky yang dimoderasi oleh pengetahuan produk halal dalam faktor-faktor tersebut. Penelitian ini menggunakan variabel negara asal, brand image, keputusan pembelian dan juga pengetahuan produk halal sebagai variabel moderasi. Penelitian ini menggunakan data primer yakni 150 responden yang tersebar di seluruh wilayah Indonesia. Penelitian ini menggunakan aplikasi SmartPLS 3.0 untuk menguji hipotesis dan memaparkan hasil penelitian. Hasil Penelitian ini menyatakan bahwa negara asal dan brand image berpengaruh terhadap keputusan pembelian konsumen muslim. Sedangkan pengetahuan produk halal belum mampu untuk memoderasi pengaruh negara asal dan brand image terhadap keputusan pembelian konsumen muslim. Dengan demikian, diharapkan pemerintah dan Lembaga keagamaan dapat menguatkan pengetahuan produk halal di masyarakat agar pengetahuan produk halal dapat menjadi pendukung dalam pengambilan keputusan konsumen muslim.

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This research aims to find out the factors that influence the purchasing decisions of Muslims in Indonesia in buying snack food products from Japan, namely Pocky, which are moderated by knowledge of halal products in these factors. This research will use the variabels country of origin (COO), brand image, purchasing decisions and also knowledge of halal products as moderating variabels. This research will use primary data which will be distributed to at least 150 respondents spread throughout Indonesia. This research uses the SmartPLS application to test hypotheses and present research results. The results of this research state that country of origin (COO) and brand image influence Muslim consumers' purchasing decisions. Meanwhile, knowledge of halal products has not been able to moderate the relationship between country of origin (COO) and brand image on Muslim consumers' purchasing decisions. Thus, it is hoped that the government and religious institutions can strengthen knowledge of halal products in the community so that knowledge of halal products can support Muslim consumer decision making."

"Penelitian ini bertujuan untuk memajukan kerangka kerja konseptual yang menjelaskan pengaruh country of origin image pada purchase intention konsumen dengan peran moderasi consumer ethnocentrism yang secara eksplisit dimodelkan dan diuraikan. Consumer ethnocentrism (CE) diuji sebagai faktor moderasi antara country of origin image dan perceived brand prestige, dan antara country of origin image dan perceived product quality, dan antara country of origin image dan purchase intention. Model yang diusulkan memberikan kesaksian tentang hasil penelitian kuantitatif dalam survei yang dilakukan dengan metode convenience sampling yang menargetkan konsumen Generasi Y yang telah menggunakan produk perawatan kulit wajah di Indonesia, yaitu 303 responden. Survey online menggunakan Google Form dengan cara snowball melalui chat Whatsapp. Analisis data digunakan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa terdapat pengaruh positif country of origin image terhadap perceived brand prestige, perceived product quality, dan purchase intention konsumen. penelitian ini juga menemukan bahwa perceived product quality berpengaruh signifikan terhadap purchase intention. Selain itu, consumer ethnocentrism mengurangi hubungan positif antara country of origin image dan perceivd product quality serta mengurangi perceived brand prestige. Temuan penelitian ini juga menyiratkan bahwa pemasar harus membangun strategi pemasaran yang sesuai untuk meningkatkan purchase intention konsumen Indonesia

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This research aims to advance a conceptual framework that illuminates the impact of country of origin image on consumer’s purchase intention with moderating roles of consumer ethnocentrism which is explicitly modelled and decomposed. Consumer ethnocentrism (CE) was tested as a moderating factor between country of origin image and perceived brand prestige and between country of origin image and perceived product quality. The proposed model testified drawing on the results of quantitative research in a survey conducted on a convenience sample targeting Generation Y consumers who have used facial skin care products in Indonesia, that is 202 respondents. An online survey using Google Form is conducted with snowball manner via Whatsapp chat. Data was analyzed by using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Results indicated that there was a positive impact of country of origin image on perceived brand prestige, perceived product quality and consumers’ purchase intention. Moreover, this study also found that perceived product quality has significant effect on purchase intention. Furthermore, consumer ethnocentrism has no moderating effect on purchase intention. The findings also implied that marketers should build a suitable marketing strategy to increase consumers’ purchase intentions"

"Penelitian ini penting dilakukan terhadap produk dari negara asal tertentu di dalam memahami perilaku konsumen dan gambaran produknya diterima dengan baik di negara tujuan. Penelitian ini bertujuan untuk mengetahui pengaruh country of origin terhadap consumer purchase intention melalui brand image dan brand evaluation. Penelitian ini menggunakan pendekatan kuantitatif metode survei pada target konsumen skincare Laneige di Jakarta. Sampel dalam penelitian ini berjumlah 160. Cronbach’s alpha dan confirmatory factor analysis (CFA) digunakan untuk menilai reliabilitas serta validitas. Structur Equation Model (SEM) digunakan dalam pengujian Hipotesis. Hasil penelitian menunjukan bahwa country of origin memiliki pengaruh positif namun tidak signifikan terhadap purchase intention. Brand image memiliki pengaruh full mediation sebagai variabel mediator sedangkan brand evaluation memiliki pengaruh no mediation sebagai variabel mediator.

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The study is necessary to employ towards a product from a particular country in understanding consumer behavior and market respon in the entry country. This research was conducted because in the intense global competition, producers need to understand the factors that cause purchase intention so that their products can be accepted by the public. This study uses a quantitative approach to survey methods on Laneige skincare target consumers in Jakarta. The sample in this study amounted to 160.Cronbach's alpha and confirmatory factor analysis (CFA) were used to assess reliability and validity. The Structural Equation Model (SEM) is used in hypothesis testing. The results showed that country of origin has a positive but insignificant effect on purchase intention. Brand image has a full mediation effect as a mediator variable, while brand evaluation has no mediation effect as a mediator variable."

"ABSTRAKThesis ini membahas bagaimana faktor negara asal (country of origin),aspirasi,dan ketidakpastian dalam mempengaruhi brand image dan keinginan untukmembeli pada produk premium Cina, yakni Ktouch V9. Penelitian ini merupakanpenelitian kuantitatif dengan menggunakan model struktural sebagai dasarpengolahan datanya. Penelitian ini menghasilkan beberapa temuan, antara kainterdapat hubungan signifikan antara country of origin dengan brand image; brandimage terhadap aspiration dan uncertainty, aspiration terhadap purchase intentiondan uncertainty terhadap purchase intention. Di sisi lain, tidak terdapat hubungansignifikan antara country of origin terhadap aspiration maupun uncertainty, danbrand image terhadap purchase intention pada Ktouch V9.

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ABSTRACTThe focus of this study is about the Country of origin, aspiration and uncertaintyeffects towards brand image and purchase intention on Ktouch V9, a ChinesePremium Smartphone. This is a quantitative research which use structuralequation model. The Results of this study shows that there are significantinfluence between country of origin towards brand image; brand image towardsaspiration and uncertainty; aspiration and uncertainty towards purchasei ntention.Furthermore, there are no significant influence between country of origin towardsaspiration and uncertainty; and brand image towards purchase intention."

"Skripsi ini bertujuan untuk melihat apakah ada pengaruh dari brand evaluation, satisfaction dan trust terhadap brand loyalty serta brand relationship sebagai variabel mediasi pada penjualan smartphone di Jabodetabek. Menggunakan data survei terhadap 150 responden yang tersebar di Jabodetabek. Peneliti menemukan bahwa brand relationship yang menjadi variabel mediasi memiliki pengaruh yang signifikan terhadap brand loyalty sebagai variabel dependen. Selain itu dari penelitian ini juga didapat hasil bahwa brand evaluation dan brand satisfaction berpengaruh terhadap brand relationship. Dari penelitian ini didapati kesimpulan bahwa brand evaluation dan satisfaction berpengaruh terhadap brand relationship, kemudian didapati juga hasil bahwa brand relationship berpengaruh terhadap brand loyalty.

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This thesis aims to see whether there is an effect of brand evaluation, satisfaction and trust on brand loyalty and brand relationship as a mediating variable in smartphone sales in Jabodetabek. Using survey data of 150 respondents spread across Jabodetabek. Researchers found that brand relationship as a mediating variable has a significant effect on brand loyalty as the dependent variable. Apart from that, this research also shows that brand evaluation and brand satisfaction have an effect on brand relationships. From this study it was found that brand evaluation and satisfaction have an effect on brand relationship, then it was also found that brand relationship has an effect on brand loyalty."

"Penelitian ini bertujuan untuk mempelajari pengaruh penambahan headline pada iklan metafora gambar dengan membandingkan antara produk high involvement thinking rasional dan produk high involvement feeling emosional kepada elaborasi kognitif elaborasi afektif persuasi iklan sikap terhadap iklan dan sikap terhadap merek. Untuk dapat meneliti pengaruh penambahan headline pada iklan metafora gambar dan perbandingan pengaruhnya pada produk high involvement thinking dan produk high involvement feeling tersebut maka dalam penelitian ini digunakan desain faktorial 3 Iklan Metafora Gambar No Headline Moderate Headline Complete Headline x 2 Produk High Involvement Thinking Feeling. Hasil dari penelitian ini menunjukkan bahwa pada produk high involvement thinking iklan metafora gambar tanpa penambahan headline lebih menghasilkan elaborasi kognitif dan lebih disukai dibandingkan dengan iklan metafora visual dengan moderate headline maupun complete headline.

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Research is aimed to study the influence of adding headline on visual metaphor advertising and compare the effect between high involvement product thinking and high involvement product feeling over the cognitive elaboration affective elaboration advertising persuasiveness attitude toward the ad and attitude toward the brand. To be able to examine the influence of adding headline on visual metaphor advertising in this study used a factorial experiental design 3 Visual metaphor advertising No Headline Moderate Headline Complete Headline x 2 High Involvement Product Thinking High Involvement Product Feeling. The result of this research show that visual metaphor advertising without headline no headline add is elicited more cognitive elaboration and have positive attitude toward the advertising."

"Penelitian ini bertujuan untuk menganalisis pengaruh brand equity terhadap repurchase intention dan word-of-mouth, dengan country of origin dan product type sebagai variabel moderasi pada pengguna Merek Nike yang berada di Jabodetabek. Penelitian ini menggunakan metode kuantitatif dimana penelitian dilakukan dengan menyebarkan kuesioner. 160 Responden telah menjawab kuesioner. KMO dan cronbach’s alpha telah digunakan untuk uji validitas dan reliabilitas. Analisis akhir dilakukan dengan program SPSS, dengan menggunakan metode regresi linier berganda. Temuan penelitian ini menyimpulkan bahwa brand equity berpengaruh signifikan terhadap repurchase intention dan word of mouth. Product type secara signifikan memoderasi pengaruh brand equity terhadap repurchase intention dan word-of-mouth. Namun, country of origin tidak memoderasi pengaruh brand equity terhadap repurchase intention dan word-of-mouth.

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This study aims to analyze the effects of brand equity on repurchase intentions and word-of-mouth, with country of origin and product type as moderation variables on users of the Nike Brand residing in Jabodetabek. This study uses a quantitative method in which the research is conducted by spreading questionnaires. 160 Respondents have submitted the questionnaires. KMO and cronbach’s alpha has been used for validity and reliability tests. The final analysis is done with the SPSS program, using the multiple linear regression method. The findings of this study concluded that brand equity significantly affects repurchase intention and word of mouth. Product type also significantly moderates the effects of brand equity to repurchase intention and word-of-mouth. However, country of origin does not moderate the effects of brand equity to repurchase intention and word-of-mouth."

"Persaingan pasar yang begitu ketat memaksa pemasar mencari cara untuk memenangkan produknya di pasar. Brand equity menjadi salah satu cara untuk dapat meningkatkan nilai perusahaan di mata konsumen. Brand equity tidak hanya didapatkan dari strategi promosi seperti harga dan iklan saja namun juga dari negara asal sebuah merek. Penelitian ini bertujuan untuk menganalisis pengaruh country-of-origin image terhadap brand equity dengan mempertimbangkan perceived quality, brand loyalty, dan brand awareness/association yang dimiliki konsumen pada industri laptop di Indonesia. Sampel penelitian ini adalah mahasiswa yang berdomisili di Jabodetabek yang pernah membeli dan menggunakan produk laptop dalam kurun waktu enam tahun terakhir. Data diolah menggunakan metode Structural Equation Modelling SEM dan juga menggunakan metode Analysis of Variance ANOVA untuk melihat perbedaan antar merek laptop dan antar negara asal merek laptop. Hasil penelitian ini menunjukkan bahwa country-of-origin image memiliki pengaruh positif terhadap perceived quality, brand loyalty, dan brand awareness/association, namun country-of-origin image tidak berpengaruh signifikan terhadap brand equity. Hasil penelitian juga menunjukkan bahwa perceived quality dan brand awareness/association tidak memediasi hubungan antara country-of-origin image dan brand equity, hanya brand loyalty yang memediasi hubungan antara kedua variabel tersebut.

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The market competition is so tight forcing marketers to find ways to win their products in the market. Brand equity becomes a way to increase company value in costumers rsquo eyes. Brand equity is not only gained by promotional strategies such as pricing and advertising but also by brand rsquo s country of origin. This study aims to analyze the effect of country of origin image towards brand equity by considering perceived quality, brand loyalty, and brand awareness association in Indonesia laptop industry. Data for this research were collected from college student in Jabodetabek who have ever bought and used laptop in the last six years. The data were analyzed using Structural Equation Modelling SEM method using LISREL 8.51 and also using Analysis of Variance ANOVA method to analyze differences between laptop brands and between laptop brand rsquo s country of origin. The result of this research shows that country of origin image has positive effect on perceived quality, brand loyalty, and brand awareness association, whilst country of origin image tidak berpengaruh signifikan terhadap brand equity. Furthermore, the results shows that perceived quality and brand awareness association does not mediating the relationship between country of origin image and brand equity, only brand loyalty which mediating the relationship among those variables. "