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Tsarah Fuad Baagil
Kerangka konseptual consumer purchase decision xiaomi (studi pada konsumen Smartphone Xiaomi di Universitas Indonesia) = Conceptual framework on xiaomi consumer purchase decision (study on Xiaomi Smartphone Consumers at The University of Indonesia)
"Penelitian ini bertujuan untuk menganalisis pengaruh antara product innovativeness attributes terhadap brand equity dan pengaruh brand equity terhadap consumer purchase decision pada smartphone Xiaomi. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dan menggunakan purposive sampling dengan kuesioner sebagai instrumen penelitian. Penelitian ini dilakukan kepada 100 responden yang merupakan Mahasiswa Universitas Indonesia yang pernah menggunakan produk smartphone Xiaomi Kemudian penelitian ini menggunakan 3 variabel yaitu product innovativeness attributes (PIA), brand equity (BE), dan consumer purchase decision (CPD). product innovativeness attributes (PIA) memiliki 5 variabel yaitu complexity, relative advantage, compatibility, oberservability, dan triability. Sedangkan brand equity memiliki 4 variabel yaitu brand association, brand quality, brand loyalty, dan brand awareness. Hasil penelitian menunjukkan bahwa terdapat pengaruh product innovativeness attributes terhadap brand equity dan pengaruh brand equity terhadap consumer purchase decision.
"
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2020
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UI - Skripsi Membership  Universitas Indonesia Library
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Septianto Dimas Pratama
Pengaruh negara asal terhadap minat beli telepon pintar Xiaomi = The influence of country of origin toward purchase intention of smartphone Xiaomi
"Tiongkok merupakan negara yang perekonomiannya mengalami pertumbuhan pesat pada lima tahun terakhir. Meskipun demikian, persepsi masyarakat terhadap produk asal Tiongkok masih kurang baik. Berdasarkan hal tersebut, penelitian ini bertujuan untuk menganalisis mengenai pengaruh negara asal terhadap minat beli konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan sampel sebanyak 100 responden yang memiliki ketertarikan untuk membeli telepon pintar Xiaomi. Hasil penelitian ini menunjukkan bahwa variabel negara asal, secara signifikan memiliki pengaruh terhadap minat beli.
For the past five years, China`s economic growth has been increased significantly. However, public perception of the product from China is still not good. Based on that problem, the objective of this research is to analyze the influence of the country of origin towards the purchase intention. This research applied the quantitative approach with 100 respondents who have the willingness to buy the Xiaomi`s smartphone, as the sample. The result of this research indicates that the country of origin has a significant effect towards the purchase intention."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2016
S65169
UI - Skripsi Membership  Universitas Indonesia Library
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Angga Rialdo Juan
Pengaruh brand image terhadap customer satisfaction dan loyalty intention pada pengguna Smartphone Xiaomi di Jakarta = The Effect of brand image on customer satisfaction and loyalty intention on Xiaomi Smartphone users in Jakarta
"Tujuan dari penelitian ini adalah untuk menganalisis bagaimana pengaruh citra merek terhadap kepuasan pelanggan dan niat loyalitas pada pengguna smartphone Xiaomi di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif, dimana data dan informasi dikumpulkan melalui survei dengan alat bantu kuesioner dan juga studi kepustakaan. Sampel dalam penelitian ini adalah 100 orang pengguna smartphone Xiaomi yang berusia 18-45 tahun, tinggal di wilayah Jakarta, dan telah memakai produk smartphone Xiaomi selama 3 tahun, yang diambil dengan menggunakan teknik non-probability purposive sampling. Analisis data yang digunakan dalam penelitian ini adalah analisis simple regression pada SPSS 23.0. Hasil penelitian menunjukkan bahwa implementasi citra merek memiliki pengaruh kuat dan positif terhadap kepuasan pelanggan, dan juga memiliki pengaruh kuat antara variabel citra merek terhadap niat loyalitas secara langsung.
The purpose of this study was to analyze how the effect of brand image on customer satisfaction and loyalty intentions on Xiaomi smartphone users in Jakarta. This research uses a quantitative approach, where data and information are collected through surveys with questionnaire aids and also literature studies. The sample in this study was 100 Xiaomi smartphone users aged 18-45 years, living in the Jakarta area, and had used Xiaomi smartphone products for 3 years, which were taken using non-probability purposive sampling techniques. Analysis of the data employs in this study is simple regression analysis on SPSS 23.0. The results showed that the implementation of brand image had a strong and positive influence on customer satisfaction, and also had a strong influence between brand image variables on direct loyalty intentions."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2020
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UI - Skripsi Membership  Universitas Indonesia Library
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Dina Anjani
Pengaruh consumer brand engagement dan brand love terhadap overall brand equity dan repurchase intention: studi kasus smartphone pada generasi milenial Indonesia = The effect of consumer brand engagement and brand love upon overall brand equity and repurchase intention: case study on smartphone brands in Indonesian millennials
"Tujuan dari makalah ini adalah untuk mengeksplorasi pengaruh brand engagement dan brand love terhadap overall brand equity dan repurchase intention konsumen milenial Indonesia pada pasar smartphone/ponsel pintar. Dalam penelitian ini, brand engagement konsumen diuji per dimensi (cognition, affection, dan activation), untuk membuktikan intensitas dimensi yang mempengaruhi hubungan konsumen-merek. Penelitian ini akan menggunakan studi kasus lima merek smartphone teratas di Indonesia, antara lain: Apple, Samsung, Oppo, Vivo, dan Xiaomi. Pengumpulan data dilakukan melalui survei daring terhadap 468 milenial. Data kemudian dilakukan uji reliabilitas dan validitas, sebelum diuji dengan analisis confirmatory factor analysis pada sem untuk uji kekuatan hubungan. Makalah ini menunjukkan bahwa brand engagement secara keseluruhan terbukti mempengaruhi brand love secara positif. Brand love, affection dan activation dari brand engagement juga terbukti mempengaruhi overall brand equity dan repurchase intention secara positif. Namun, cognition tidak terbukti secara langsung mempengaruhi overall brand equity dan repurchase intention secara positif. Studi lebih lanjut mungkin bertujuan untuk menyelidiki kategori lain dari produk dan layanan. Studi ini juga hanya berfokus pada satu segmen konsumen (segmen milenial), studi lebih lanjut mungkin mengevaluasi segmen konsumen yang berbeda atau membandingkannya dengan segmen lain. Studi ini menawarkan saran bagi manajer untuk meningkatkan overall brand equity mereka melalui peningkatan brand engagement dan brand love pada produk, mendorong hasil positif berupa repurchase intention. Makalah ini berkontribusi pada literatur hubungan konsumen-merek yang terus berkembang dengan mengeksplorasi peran brand engagement dan brand love di segmen konsumen milenial
.The purpose of this paper is to explore the effects of brand engagement and brand love to overall brand equity and repurchase intention of Indonesian millennial consumers in the smartphone market. Consumer brand engagement is tested per dimension (cognition, affection, and activation), to prove the intensity of dimensions affecting the consumer-brand relationship. This paper will use the case study of five top smartphone brands in Indonesia, including: Apple, Samsung, Oppo, Vivo, and Xiaomi. The data collection ­was done via an online survey of 468 millennials. The data then went to a reliability and validity test, before tested with structural equation modelling confirmatory factor analysis for the strength of relationships test. The paper suggests that overall brand engagement is proven to influence brand love positively. Brand love, affection and activation of brand engagement are also proven to influence brand equity and repurchase intention positively. However, cognition isn’t proved to directly influence overall brand equity and repurchase intention positively. Further study might aim at investigating other categories of products and services. Other outcomes might be evaluated, as well as other moderating variables. This study also only focuses on one consumer segment (millennials), further study might evaluate different consumer segments or compare it with other segments. This study offers suggestions for managers to enhance their overall brand equity through raising the brand engagement and brand love of the products, encouraging positive outcomes as repurchase intention. This paper contributes to the ever-growing consumer-brand relationships literature by exploring the role of brand engagement and brand love in the millennials segment."
Jakarta: Fakultas Ekonomi dan Bisinis Universitas Indonesia, 2021
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UI - Tesis Membership  Universitas Indonesia Library
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Sheilla Ananda Berliana
Dampak publisitas negatif terhadap consumer attribution, brand equity, dan purchase intention: studi kasus terhadap Garuda Indonesia = The Impact of negative publicity on consumer attribution, brand equity, and purchase intention: the case study of Garuda Indonesia
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Penelitian ini bertujuan untuk menganalisis dampak publisitas negatif pada consumer attribution, brand image, brand attitude, dan purchase intention untuk Garuda Indonesia dengan tingkat keparahan rendah dan tinggi. Sampel penelitian ini adalah partisipan yang menggunakan layanan terbang Garuda Indonesia selama 6 bulan terakhir dan berusia antara 17 hingga 40 tahun. Data penelitian ini diolah dengan Partial Least Square (PLS) menggnakan software SmartPLS 3.0. Hasil dari penelitian ini menyatakan bahwa consumer attribution mempengaruhi brand attitude dan purchase intention, sementara brand image dan brand attitude mempengaruhi purchase intention secara positif. Tidak ada moderasi dari tingkat keparahan terhadap hubungan apapun terkecuali untuk consumer attribution terhadap brand image yang tidak ditemukan signifikan dalam uji sebelumnya.

 

This study aims to analyze the impact of negative publicity on consumer attribution, brand image, brand attitude, and purchase intention for Garuda Indonesia with mild and high severity of negative publicity. The sample of this research include individuals who are flying with Garuda Indonesia within the last 6 months, and are aged between 17 to 40 years old. The data of this study was processed with Partial Least Square (PLS) and the software SmartPLS version 3.0. Result of this research shows that consumer attribution under negative publicity has negative influence on brand attitude and purchase intention, and brand image as well as brand attitude under negative publicity influenced purchase intention positively. There was no moderation by information severity towards the relationships, with the exception of consumer attribution towards brand image, which was found insignificant in the earlier test.

 

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Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2019
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UI - Skripsi Membership  Universitas Indonesia Library
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Nursifaa Miranti Azzahra
Measuring perceptions of prestige: a conceptual framework of consumer behaviour that seeks prestige = Mengukur persepsi prestise: kerangka konseptual perilaku konsumen yang mencari prestise
"Globalisasi merek prestise yang berkembang menciptakan minat yang meningkat bagi pemasar dalam menanggapi rangsangan pemasaran oleh pengaruh dan nilai anteseden yang berbeda. Selain itu, tidak adanya definisi yang jelas tentang apa yang membuat nilai prestise dan kurangnya langkah fungsional prestise yang akurat dan tervalidasi telah menghambat perluasan studi dalam penelitian manajemen merek dan dengan demikian, implementasi pemasaran praktis. Studi ini memberikan kontribusi dalam menganalisis dan mengidentifikasi nilai-nilai yang dipersepsikan utama yang mendefinisikan konsep prestise ke literatur terkini tentang konsumsi prestise dan menyajikan perspektif tentang mengapa orang tergoda oleh produk prestise dan nilai tambahan apa yang mereka berikan.
The growing globalization of prestige brands creates an increasing interest for marketers in responding to marketing stimuli by different antecedent influences and value. Subsequently, the absence of a perspicuous definition of what makes a prestige value and the lack of accurate and validated prestige functional steps have hindered the expansion of study in brand management research and thereby the practical marketing implementation. This study provides a contribution in analyzing and identifying the key perceived values that define the concept of prestige to current literature on prestige consumption and presents perspectives on why people are seduced by prestige products and what additional values do they deliver."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020
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UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Salvinna Alithea
Purchase intention melalui desire for food dan perceived of convenience selama pandemi COVID-19: studi pada konsumen Cloud Kitchen Hangry = The effect of online menu and perception of risk on purchase intention through desire for food and perceived of convenience during the COVID-19 pandemic: study on Hangry Cloud Kitchen consumer
"Pandemi COVID-19 mendorong industri food and beverages untuk mengambil langkah strategis dengan menyediakan layanan pemesanan makanan secara daring. Penelitian ini bertujuan untuk menganalisis pengaruh online menu dan perception of risk terhadap purchase intention melalui desire for food dan perceived of convenience pada cloud kitchen Hangry. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik non- probability sampling. Jumlah responden dalam penelitian ini adalah 136 responden yang diperoleh melalui kuesioner secara daring. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan software SmartPLS. Berdasarkan hasil penelitian ditemukan adanya pengaruh antara online menu terhadap desire for food, perception of risk terhadap desire for food, dan desire for food terhadap purchase intention. Selain itu, ditemukan juga bahwa perception of risk tidak berpengaruh terhadap perceived of convenience dan perceived of convenience tidak berpengaruh terhadap purchase intention. Selanjutnya, ditemukan juga bahwa desire for food mampu memediasi online menu dan perception of risk terhadap purchase intention. Sedangkan perceived of convenience tidak memediasi perception of risk terhadap purchase intention.
The COVID-19 pandemic has forced the food and beverage industry to take strategic steps by providing online food ordering services. This study aims to analyze the effect of online menu and perception of risk on purchase intention through desire for food and perceived of convenience on Hangry cloud kitchen. This study uses a quantitative approach with a non-probability sampling technique. The number of respondents in this study was 136 respondents obtained through an online questionnaire. The data analysis technique used is Structural Equation Modeling (SEM) with SmartPLS software. Based on the results of the study, it was found that there was an effect between the online menu on the desire for food, the perception of risk on desire for food, and desire for food on purchase intention. In addition, it was also found that the perception of risk had no effect on the perceived of convenience and the perceived of convenience had no effect on purchase intention. Furthermore, it was also found that desire for food is able to mediate online menu and perception of risk on purchase intention. Meanwhile, perceived of convenience does not mediate the perception of risk on purchase intention."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2022
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UI - Skripsi Membership  Universitas Indonesia Library
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Farriza Septiarani
Analisis pengaruh brand partnership dalam luxury brand terhadap purchase intention konsumen: studi kasus: Kenzo x H&M = The influence analysis of brand partnership in luxury brand toward consumer's purchase intention: case study: Kenzo x H&M
"Beragam strategi branding banyak dilakukan oleh pemasar agar brand mereka dapat di kenal khalayak masyarakat luas dan dapat meningkatkan keuntungan perusahaan. Salah satu strategi yang sedang populer adalah penggunaan strategi brand partnership di dalam luxury brand yang sedang mengalami pertumbuhan secara global. Namun, sayangnya masih belum banyak perusahaan yang dapat menemukan co-brand yang sesuai untuk membuat strategi tersebut efektif. Hal tersebut terjadi karena telah ditemukan bahwa perceived fit atas co-brand dapat mempengaruhi perilaku konsumen, sehingga perceived fit yang terdiri dari brand image fit dan product category fit memiliki peran yang penting dalam kesuksesan strategi brand partnership ini. Sehingga penelitian ini ditujukan untuk melihat pengaruh brand partnership antara luxury brand dan non-luxury brand dengan fokusnya dilihat dari peran brand image fit dan product category fit terhadap purchase intention konsumen dalam sektor pakaian dan sepatu mewah. Model yang dikembangkan kemudian diuji menggunakan SPSS berdasarkan data yang diperoleh melalui survei kepada konsumen barang mewah dengan kisaran usia antara 18 hingga 29 tahun berdomisili di Jabodetabek. Hasil penelitian ini menunjukkan bahwa dalam menjalankan strategi brand partnership, faktor yang dapat mempengaruhi purchase intention konsumen adalah product category fit saja dan tidak diperlukan adanya brand image fit. Implikasi manajerial serta saran bagi penelitian selanjutnya juga dibahas pada penelitian ini.
Several kinds of branding strategies have been used a lot by marketers for the objective of making their brand acknowledged by the society and to increase profit. Nowadays, one of the popular strategies is the use of brand partnership strategy in the luxury brand that is having a tremendous global growth in the market. However, it turns out that there are still companies that could not find the suitable co brand that can make this strategy work effectively. It happened because studies said that perceived fit about the co brand can influence consumer behavior. Thus, perceived fit, which includes brand image fit and product category fit, has important roles on the success of this strategy. Therefore, this research is aimed to see the influence of brand partnership between luxury brand and non luxury brand, focusing on the role of brand image fit and product category fit toward consumer rsquo s purchase intention in luxury clothing sector. Constructed model will be tested with SPSS based on data gained using online survey which consists of people who consumed Luxury Goods aged between 18 and 29 years old and residing in Jabodetabek. The result shows that to use brand partnership strategy, factors that influence consumer rsquo s purchase intention would only be the product category fit."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2017
S70080
UI - Skripsi Membership  Universitas Indonesia Library
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Syifa Haryanti Khairunnisa
Short brand story: company-generated atau consumer-generated? pengaruh jenis short brand story terhadap intensi membeli produk FMCG = Short Brand Story: Company-generated or Consumer-generated? Effects of Types of Short Brand Stories on Purchase Intention FMCG Products
"Short brand story telah diterapkan oleh beberapa perusahaan sebagai teknik pemasaran yang efektif dalam meningkatkan intensi konsumen untuk membeli. Pemberian jenis cerita yang berbeda dapat memberikan respon yang berbeda pula pada konsumen. Dari aspek short brand story, penelitian ini bertujuan untuk melihat pengaruh jenis short brand story terhadap intensi membeli. Penelitian ini merupakan penelitian kuantitatif dengan eksperimen two group design (company-generated vs consumer-generated) between subject design yang dilakukan secara daring. Proses pengumpulan data dilakukan pada 859 orang usia 18 – 26 tahun. Manipulasi yang diberikan dalam penelitian ini adalah memberikan salah satu jenis short brand story secara acak kepada partisipan. Untuk melihat keberhasilan manipulasi, peneliti memberikan manipulation check. Setelah itu mengukur intensi membeli dengan alat ukur Intention-to-Buy Measure dari Schiffman dan Wisenblit (2015). Hasil penelitian ini menunjukkan bahwa terdapat perbedaan tingkat intensi membeli antara konsumen yang diberikan short brand story jenis company-generated (M = 8.20, SD = 2.07) dan consumer-generated (M = 7.80, SD = 2.05) yang signifikan (t(857) = 2.883, p = .004). Dengan demikian, maka dapat disimpulkan bahwa short brand story jenis company-generated memengaruhi intensi membeli lebih tinggi dibandingkan kelompok consumer-generated. Hasil dari penelitian ini menyarankan kepada perusahaan produk FMCG yang hendak memasarkan produknya melalui teknik short brand story pada kemasan untuk menuliskan cerita berisi pengalaman perusahaan. Hal tersebut dilakukan untuk membantu meningkatkan efektivitas cerita dalam mempersuasi konsumen untuk membeli produk.
Short brand stories have been adopted by several companies as an effective marketing technique in increasing consumers' purchase intentions. Giving different types of stories can give different responses to consumers. From the aspect of short brand stories, this study aim is to see the effect of types of short brand stories on purchase intentions. This research is a quantitative study with experimental two-group design (company-generated vs consumer-generated) between the subject designs and online method. Data was collected from 859 people aged 18-26 years old. The manipulation provided by randomly assign one type of short brand story to the participants. The treatment of manipulation was checked by manipulation checks. After that, measure the purchase intention with the Intention-to-Buy Measure from Schiffman and Wisenblit (2015). The results of this study indicate that there is a significant difference in the level of purchase intention between consumers who are given a short brand story of the type produced by the company (M = 8.20, SD = 2.07) and those produced by consumers (M = 7.80, SD = 2.05) which are significant (t (857) = 2.883, p = .004). Thus, it can be concluded that the company-generated short brand story affects buying intention higher than the consumer-generated group. The results of this study suggest that FMCG product companies want to market their products through the short brand story technique on the packaging to write stories about the company's experiences. This is done to help increase the effectiveness of the story in persuading consumers to buy products."
Depok: Fakultas Psikologi Universitas Indonesia, 2021
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UI - Skripsi Membership  Universitas Indonesia Library
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Rhadinal Fahmi
Pengaruh Brand Name, Product Involvement dan Consumer Ethnocentrism terhadap Purchase Intention pada Strategi Penamaan Merek = The Effect of Brand Name, Product Involvement and Consumer Ethnocentrism towards Purchase Intention on Brand Naming Strategy
"ABSTRAK
Tesis ini bertujuan untuk membahas pengaruh brand name, product involvement, dan consumer ethnocentrism terhadap purchase intention. Penelitian ini menggunakan penelitian eksperimen dengan factorial design 2 (brand name: local vs foreign name) x2 (product involvement: low vs high involvement) x2 (consumer ethnocentrism: low vs high ethnocentrism). Hasil penelitian menunjukan bahwa foreign name memiliki purchase intention yang lebih tinggi dibandingkan dengan local name. Hasil yang sama terjadi ketika foreign name dikombinasikan dengan low-involvement product, sedangkan pada high-involvement product, tidak terdapat perbedaan purchase intention antara penggunaan foreign name dan local name. Ketika foreign name dikombinasikan dengan low ethnocentrism pengaruh foreign name terhadap purchase intention lebih tinggi dibandingkan dengan local name, sedangkan pada konsumen dengan high ethnocentrism, pengaruh local name terhadap purchase intention tidak memiliki perbedaan dengan foreign name. Penelitian ini juga menunjukkan bahwa pada kondisi low involvement dan low ethnocentrism, foreign name memiliki purchase intention yang lebih tinggi dibandingkan dengan local name, sedangkan pada kondisi high involvement dan high ethnocentrism, local name memiliki purchase intention yang lebih tinggi dibandingkan dengan foreign name. Hasil penelitian bermanfaat bagi perusahaan dalam mendesain nama merek yang tepat sesuai dengan tingkat involvement dari produk yang dipasarkan dan juga tingkat ethnocentrisme konsumen.
ABSTRACT
This thesis discussed the effect of brand name, product involvement, and consumer ethnocentrism towards purchase intention. This study used experimental approach with factorial design 2 (brand name: local vs foreign name) x2 (product involvement: low vs high involvement) x2 (consumer ethnocentrism: low vs high ethnocentrism. The results showed that in general, foreign names have higher purchase intention and gave. The same outcome occurred when foreign name were combined with low-involvement products, whereas in high-involvement products, there were no interaction effect between foreign and local name. When foreign name were combined with low ethnocentrism, the effect of foreign name will be higher than local name, while for ethnocentric consumer, the effect of local name toward purchase intention was not significantly different compared with foreign name. This study also showed that in the condition of low involvement and low ethnocentrism, foreign name have higher purchase intention compared to local name. While, in high involvement and high ethnocentrism condition, local name have higher purchase intention compared to foreign name. This study gave managerial implication which beneficial for companies in designing appropriate brand name according to the level of involvement of the product they offer to consumer and level of consumer ethnocentrism."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020
T-pdf
UI - Tesis Membership  Universitas Indonesia Library
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