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"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.

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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."

"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.

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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."

"Short brand story merupakan media yang efektif untuk berkomunikasi antara brand dan konsumen. Tak hanya itu, short brand story digunakan untuk dapat membedakan produk dengan produk lainnya yang mengarahkan pada intensi membeli konsumen. Penulisan jenis konten short brand story dapat memengaruhi bagaimana konsumen mempersepsikan cerita. Intensi konsumen untuk membeli produk juga dipengaruhi oleh trust yang berfungsi untuk mengurangi keraguan konsumen dalam membeli produk. Oleh karena itu, penelitian ini bertujuan untuk melihat pengaruh jenis short brand story terhadap intensi membeli dimoderasi oleh trust. Penelitian ini merupakan penelitian eksperimental between-subject design yang dilakukan pada 859 partisipan berusia 18-26 tahun yang berdomisili di Indonesia. Pada penelitian ini, partisipan terbagi secara acak kedalam dua kelompok (company-generated vs consumer-generated). Kemudian, partisipan diberikan gambar kemasan produk beserta short brand story jenis konten company-generated atau consumer-generated. Data partisipan dianalisis menggunakan multiple regression. Hasil analisis menunjukkan jenis short brand story memengaruhi intensi konsumen membeli produk. Short brand story jenis konten company-generated menunjukkan intensi membeli yang lebih tinggi dibandingkan consumer-generated. Ditemukan pula trust konsumen terhadap intensi membeli. Sementara itu, tidak terdapat efek interaksi antara short brand story dan trust dalam memengaruhi intensi membeli. Berdasarkan hasil penelitian, perusahaan FMCG dapat mempertimbangkan untuk menggunakan short brand story pada kemasan produk sebagai cara untuk memasarkan produk.

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Short brand story are an effective medium for communicating between brands and consumers. Not only that, short brand story are used to differentiate products from other products that lead to consumer buying intentions. Writing short brand story content types can affect how consumers perceive the story. Consumer intention to buy products is also influenced by trust which serves to reduce consumer doubts in buying products. Therefore, this study aims to see the effect of the type of short brand story on buying intention moderated by trust. This research is an experimental study between subject design which was conducted on 859 participants aged 18-26 years who live in Indonesia. In this study, participants were randomly divided into two group (company-generated group vs consumer-generated). Then, participants are given a picture of the product packaging along with a short brand story for company-generated or consumer-generated content. Participant data were analyzed using multiple regression. The results of the analysis show that the type of short brand story affects the consumer's intention to buy the product, where the short brand story of the type of company-generated content shows a higher purchase intention than the consumer-generated type. We also found consumer trust in buying intentions. Meanwhile, there is no interaction effect between short brand stories and trust in influencing purchase intention. Based on the research results, FMCG companies can consider using a short brand story on product packaging as a way to market their products."

"Konsumen di Indonesia mulai pindah berbelanja berbagai produk Fast Moving Consumer Goods (FMCG) melalui e-commerce karena praktis. Agar dapat tetap menjadi top of mind brand, perusahaan FMCG sebaiknya memanfaatkan kemasan produk sebagai media persuasi dan memperhatikan karakteristik konsumen. Penelitian ini menguji pengaruh jenis short brand story (SBS) pada kemasan produk FMCG dan jenis Implicit Mindset yang dimiliki konsumen terhadap sikap terhadap merek dan intensi membeli. Penelitian merupakan penelitian eksperimental dengan desain between-subject factorial design. Sebanyak 213 partisipan berusia 18-23 tahun (71,36% perempuan) di Indonesia ditempatkan secara acak ke satu dari empat kelompok perlakuan. Partisipan diberikan artikel yang merepresentasikan salah satu jenis Implicit Mindset dan diberikan salah satu jenis SBS. Sikap terhadap merek dan intensi membeli partisipan diukur terhadap merek fiktif. Data dianalisis dengan menggunakan analisis deskriptif dan Two-Factor ANOVA. Terdapat main effect yang signifikan dari pengaruh jenis SBS dan pengaruh jenis Implicit Mindset terhadap sikap terhadap merek. Terdapat main effect yang signifikan dari pengaruh jenis Implicit Mindset terhadap intensi membeli. Perusahaan FMCG dianjurkan menggunakan SBS dengan tema bermakna untuk mentargetkan segmen konsumen yang berusia 19-22 tahun, pengguna e-commerce, dan berdomisili di pulau Jawa untuk memasarkan produk makanan ringan.

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Consumers in Indonesia have started shopping for various Fast-Moving Consumer Goods (FMCG) products through e-commerce because of it's practicality. To remain a top-of-mind brand, FMCG companies should use the product packaging as a medium for persuasion and pay attention to consumer characteristics. This study examines the effect of the type of short brand story (SBS) on FMCG products packaging and consumer's Implicit Mindset type on brand attitude and purchase intention. This is an experimental study with a between-subject factorial design. Total of 213 participants aged 18-23 years (71.36% women) in Indonesia were randomly assigned to one of four treatment groups. Participants were given an article that represented one type of Implicit Mindset and given one type of SBS. Brand attitude and purchase intention were measured against a fictitious brand. Data were analyzed using descriptive analysis and Two-Factor ANOVA. There is a significant main effect of SBS type and Implicit Mindset type on attitudes towards brands. There is a significant main effect of Implicit Mindset type on purchase intention. FMCG companies are recommended to use SBS with a meaningful theme to target the consumer segment aged 19-22 years, e-commerce users, and domiciled on Java Island to market snack products."

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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.

 

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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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"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

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.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."

"Pergeseran perilaku berbelanja secara konvensional menjadi online dengan pemanfaatan e-commerce terus berkembang terutama pada emerging adulthood. E-commerce pun berlomba memberikan promosi dan harga yang kompetitif untuk terus mengembangkan pangsa pasar. Penelitian ini bertujuan mengetahui pengaruh bentuk promosi dan harga terhadap intensi membeli. Penelitian eksperimental dilakukan pada 115 partisipan berusia 18-25 tahun. Partisipan mendapatkan skenario berbelanja online dengan bentuk promosi (diskon dan gratis ongkos kirim) sebagai variabel within-subjects serta harga (murah dan mahal) sebagai variabel between-subjects. Berdasarkan uji Mixed ANOVA, terdapat pengaruh yang signifikan antara harga terhadap intensi membeli (p < ,01). Namun, tidak terdapat hasil yang signifikan antara bentuk promosi terhadap intensi membeli (p = 0,10). Terakhir, tidak ada interaksi antara bentuk promosi dan harga terhadap intensi membeli (p = 0,24).

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Buying behavior are shifting from conventional method to use of e-commerce especially in emerging adulthood age range. Therefore, e-commerce is competing in providing promotion and price with the best deal to expand their market. This study aims to examine the effect of promotion type and price toward purchase intention. Experimental study was conducted on participants aged 18-25 years old. Participants assigned to purchase scenario with promotion type (discount and free shipping) as within-subjects variable and price (cheap and expensive) as between-subjects variable. Mixed ANOVA result reveal significant effect of price toward purchase intention (p < .01). Meanwhile, there is no significant effect of promotion type toward purchase intention (p = 0.10). Moreover, there is no interaction between the variables toward purchase intention (p = 0.24)."

"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 selfenhancement. 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. 

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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."

"Banyak cara yang dapat dilakukan untuk mempersuasi konsumen dalam membeli produk, salah satunya dengan teknik bercerita. Penelitian ini bertujuan untuk melihat peran empati sebagai mediator pada pengaruh jenis short brand story (company-generated VS consumer-generated) terhadap intensi membeli konsumen. Penelitian ini merupakan penelitian eksperimen, between subject design dan posttest only yang dilakukan secara daring kepada 859 partisipan yang berusia 18-26 tahun. Partisipan dibagi secara acak kedalam salah satu dari dua kelompok penelitian, lalu partisipan akan ditunjukan sebuah gambar yang berisi kemasan produk dan manipulasi dari short brand story. Short brand story yang digunakan dalam penelitian ini merupakan hasil manipulasi dan modifikasi dari brand story pada produk East Bali Cashews. Hasil analisis menunjukkan bahwa empati tidak memediasi hubungan antara short brand story dengan intensi membeli (ab = - 0,38, p < 0.01, 95% CI [-0,53, -0.26]).

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There are many ways that can be done to persuade consumers to buy products, one of which is by using storytelling techniques. This study aims to examine the role of empathy as a mediator on the effect of the type of short brand story (company-generated VS consumer-generated) on consumer buying intentions. This study was an experimental study, between subject design and posttest only, which was conducted online with 859 participants aged 18-26 years. Participants were randomly divided into one of the two research groups, then participants were shown a picture containing the product packaging and the manipulation of the short brand story. The short brand story used in this study is the result of manipulation and modification of the brand story on East Bali Cashews products. The results of the analysis showed that empathy did not mediate the relationship between short brand stories and purchase intention (ab = - 0.38, p <0.01, 95% CI [-0.53, -0.26])."

"Penelitian ini membahas mengenai pengaruh dari pengetahuan dan religiusitas yang dimediasi oleh sikap terhadap intensi membeli konsumen pada produk kosmetik halal. Studi kasus yang digunakan adalah brand produk kosmetik halal yang menggunakan halal positioning Wardah vs brand kosmetik yang menggunakan neutral positioning Sariayu. Terdapat empat hipotesis yang dikembangkan pada penelitian ini. Hipotesis tersebut diuji dengan menggunakan data primer dari 217 responden yang dikumpulkan melalui structured quetionaire serta non-probability judgemental sampling. Responden merupakan wanita bergama Islam yang belum pernah melakukan pembelian serta menggunakan kosmetik Wardah dan Sariayu. Dari keempat hipotesis penelitian, terdapat tiga hipotesis yang diterima dan signifikan. Kemudian, terdapat temuan bahwa sikap terhadap intensi membeli konsumen pada brand yang menggunakan halal positioning dengan brand yang menggunakan neutral positioning tidak terdapat perbedaan yang signifikan.

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This research discusses the influence of knowledge and religiosity mediated by attitude towards consumers intention to buy on halal cosmetic products. The case study used is halal cosmetic product brand that uses halal positioning Wardah vs brand that uses neutral positioning Sariayu . There are four hypotheses developed in this study. The hypotheses were tested using primary data from 217 respondents collected through structured quetionaire and non probability judgmental sampling. Respondents are Muslim women who have never made purchases and use Wardah Sariayu cosmetics. From the four research hypotheses, there are three accepted and significant hypotheses. Then, there are findings that the attitude toward consumers intention to buy between brand that uses halal positioning and a brand that uses neutral positioning there is no significant difference."