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"Branding universitas memiliki keunikan tersendiri karena merupakan organisasi yang berbasis kepada sumber daya manusia. Pendekatan dari dalam ke luar yang melibatkan seluruh karyawan akademik dan non akademik dalam proses membangun brand menjadi cara yang efektif dalam pengembangan strategi branding universitas. Internal branding merupakan salah satu cara agar karyawan dapat memahami pesan brand dan mampu bersikap seperti identitas brand. Strategi internal branding yang baik akan meningkatkan penerimaan brand identity oleh karyawan. Penelitian ini ingin mengetahui bagaimana internal branding berperan dalam membangun brand identity dan bagaimana proses interaksi antara stakeholder internal dapat membangun brand identity. Penelitian ini menggunakan pendekatan fenomenologi dengan menggunakan in-depth interview kepada karyawan yang sering berinteraksi dengan mahasiswa melalui video conference. Penelitian ini dilakukan di Universitas Abdurrab sebagai salah satu perguruan tinggi swasta yang sedang berkembang di Indonesia dan sedang mengembangkan internal branding melalui nilai yang dituangkan ke dalam visi mereka. Berdasarkan hasil yang diperoleh, proses internal branding tidak hanya berasal dari interaksi karyawan. Manajer, founder hingga stakeholder eksternal memiliki peran penting dalam membentuk brand identity. Namun, pada Universitas Abdurrab manajemen internal branding belum berhasil membangun brand identity yang diinginkan. Proses evaluasi yang objektif mengenai penerapan brand identity perlu dilakukan untuk memastikan brand image dapat sesuai dengan brand identity.

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Internal branding plays an essential role in implementing brand strategies that strengthen a university’s brand identity. Brand identity is executed and controlled by managers, who also form the foundation for a dynamic and continuous cocreation process through interactions between internal and external stakeholders. Furthermore, internal branding can help private universities with limited resources build effective branding strategies in a competitive environment. This study aims to explore the role of internal branding and the interaction process between its internal stakeholders in building brand identity at private universities. A phenomenological approach is then applied by incorporating in-depth interviews using video conferences with employees who often interact with students. This study conducted at Abdurrab University, one of the private universities in Indonesia. Based on the results obtained, managers play a crucial role in imparting this understanding to employees, hence their message is accurately conveyed to students. Also, an objective evaluation process of the brand needs is carried out to ensure the brand image accurately depicts the brand identity."

"[Nation branding adalah konsep baru yang didefinisikan sebagai campuran elemenmulti-dimensi yang unik dan menunjukkan diferensiasi budaya dan relevansinya untuk semuakhalayak sasaran.Penerapan teknik merek ini terutama dilakukan untuk menghadapipersaingan global yang sekarang dihadapi oleh negara terutama dalam pasar eksternal.Kondisi ini menyadarkan negara untuk memperkuat brand mereka dengan tujuan utamauntuk menarik wisatawan, mendorong investasi masuk dan meningkatkan ekspor. Salahsatuupaya pembentukan Nation Branding dapat ditempuh melalui suatu langkah manajemenbrand yaitu corporate branding, yang memungkinkan suatu perusahaan menawarkan produkatau jasa yang diekspor, menjadi duta Negara tersebut di pasar internasional, sebagai pemainglobal.Penelitian kualitatif ini berupaya untuk menganalisis bagaimana peran corporatebranding dalam pembentukan Nation Branding, dengan studi kasus Service ExcellencePTGaruda Indonesia. Penelitian ini menggunakanperspektif konsumen internasional melihatservice excellence dari layanan jasa yang diekspor sebagai upaya pembentukan nationbranding.Dari penelitian ini terlihat bahwa penerapan corporate branding dapat membantusuatu negara membentuk nation branding, namun masih dibutuhkan upaya jangka panjangdan konsistensi pesan serta kualitas layanan agar dapat dipahami oleh target konsumen yangdituju.;Nation branding is a new concept which is defined as a mixture of multi-dimensionalelement that is unique and shows the cultural differentiation and relevance for all targetaudiences. Application of brand management is mainly done to face the global competitionthat now faced by the country, especially in the external market. This condition requirescountries to strengthen their brand with the main objective to attract tourists, encourageinward investment and boost exports. One of the efforts to establish the Nation Branding canbe reached through corporate branding, which allows a company that offers products orservices exported, be an ambassador of the country in the international market, as a globalplayer.This qualitative study seeks to analyze how corporate branding role in the formationof Nation Branding, with Service Excellence of PT Garuda Indonesia as the case study. Thisresearchfocuses on international consumer perspective of the exported service as theformation of nation branding attempts.Study showed that the application of corporate branding can help a country establishnation branding, but it still takes a long-term effort and consistency of the message and thequality of products that can be understood by the intended target consumers., Nation branding is a new concept which is defined as a mixture of multi-dimensionalelement that is unique and shows the cultural differentiation and relevance for all targetaudiences. Application of brand management is mainly done to face the global competitionthat now faced by the country, especially in the external market. This condition requirescountries to strengthen their brand with the main objective to attract tourists, encourageinward investment and boost exports. One of the efforts to establish the Nation Branding canbe reached through corporate branding, which allows a company that offers products orservices exported, be an ambassador of the country in the international market, as a globalplayer.This qualitative study seeks to analyze how corporate branding role in the formationof Nation Branding, with Service Excellence of PT Garuda Indonesia as the case study. Thisresearchfocuses on international consumer perspective of the exported service as theformation of nation branding attempts.Study showed that the application of corporate branding can help a country establishnation branding, but it still takes a long-term effort and consistency of the message and thequality of products that can be understood by the intended target consumers.]"

"ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh brand personality terhadap repurchase intention dari konsumen merek pakaian Uniqlo serta dimensi brand personality yang paling berpengaruh terhadap repurchase intention. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan teknik purposive sampling terhadap 100 responden yang merupakan mahasiswa program sarjana dan vokasi di Universitas Indonesia Depok. Menggunakan factor analysis dan multiple regression untuk menganalisis data, hasil penelitian menunjukkan bahwa dua dari empat dimensi brand personality Aaker yang digunakan dalam penelitian yaitu sincerity dan excitement, mempunyai pengaruh yang signifikan terhadap repurchase intention. Sementara itu, competence dan sophistication juga mempunyai pengaruh terhadap repurchase intention, meskipun tidak signifikan.

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ABSTRACTThe purpose of this research is to find out the effect of brand personality towards repurchase intention on the consumers of Uniqlo fashion brand. This research is also aimed to examine which brand personality dimension is the most significant towards repurchase intention. This research applies quantitative approach with purposive sampling technique to 100 respondents who are undergraduate and vocational students of Universitas Indonesia Depok. Using factor analysis and multiple regression to analyze the data, the research findings show that two out of four of Aaker?s brand personality dimensions used in the research, which is sincerity and excitement, have the most significant effects toward repurchase intention. While two other dimensions, competence and sophistication, also have effects toward repurchase intention, albeit not significant."

"[Penelitian ini merupakan replikasi model penelitian yang dilakukan oleh Boo (2009)tentang aplikasi ekuitas merek pelanggan terhadap tenpat atau tujuan pariwisata,dalam penelitian ini, Bali dan Lombok dijadikan tujuan pariwisata yang akan diteliti.Penelitian ini termasuk kategori penelitian kuantitatif dengan deskriptif, crosssectional studies. Hasil penelitian ini menemukan bahwa terdapat dua cara untukmeningkatkan loyalitas pengunjung dalam bentuk keinginan untuk kembaliberkunjung dan mengatakan hal yang positif terhadap destinasi yang bersangkutan.Pertama dengan meningkatkan kualitas dalam segi performa dimana itu akanmeningkatkan loyalitas pengunjung. Kedua dengan meningkatkan imej merekpariwisata dengan memperkaya atau membuat imej yang lebih bervariasi yangmenampilkan berbagai fitur dari destinasi dengan tujuan membuat lebih banyakpengunjung merasa ada kecocokan antara imej diri sendiri dan imej destinasi dimanahal tersebut akan menghasilkan loyalitas dari lebih banyak pengunjung.;This research replicate the model proposed by Boo (2009) which is about applyingcustomer based brand equity towards a destination or places, in this research thedestination used are Bali and Lombok as destination brand. This research iscategorized as quantitative research with descriptive, cross-sectional studies. Theresult of this research found that there are two ways to improve destination brandloyalty or increasing the intention to re-visit or having a positive word of mouth. Firstis by increasing the quality in terms of performance which will increase consumer?sloyalty. Second is by improving destination brand image by enrich or creating moreimage variation regarding the destination feature in order to suit more consumer?sself-image which will results in loyalty from more consumers.;This research replicate the model proposed by Boo (2009) which is about applyingcustomer based brand equity towards a destination or places, in this research thedestination used are Bali and Lombok as destination brand. This research iscategorized as quantitative research with descriptive, cross-sectional studies. Theresult of this research found that there are two ways to improve destination brandloyalty or increasing the intention to re-visit or having a positive word of mouth. Firstis by increasing the quality in terms of performance which will increase consumer?sloyalty. Second is by improving destination brand image by enrich or creating moreimage variation regarding the destination feature in order to suit more consumer?sself-image which will results in loyalty from more consumers.;This research replicate the model proposed by Boo (2009) which is about applyingcustomer based brand equity towards a destination or places, in this research thedestination used are Bali and Lombok as destination brand. This research iscategorized as quantitative research with descriptive, cross-sectional studies. Theresult of this research found that there are two ways to improve destination brandloyalty or increasing the intention to re-visit or having a positive word of mouth. Firstis by increasing the quality in terms of performance which will increase consumer?sloyalty. Second is by improving destination brand image by enrich or creating moreimage variation regarding the destination feature in order to suit more consumer?sself-image which will results in loyalty from more consumers., This research replicate the model proposed by Boo (2009) which is about applyingcustomer based brand equity towards a destination or places, in this research thedestination used are Bali and Lombok as destination brand. This research iscategorized as quantitative research with descriptive, cross-sectional studies. Theresult of this research found that there are two ways to improve destination brandloyalty or increasing the intention to re-visit or having a positive word of mouth. Firstis by increasing the quality in terms of performance which will increase consumer’sloyalty. Second is by improving destination brand image by enrich or creating moreimage variation regarding the destination feature in order to suit more consumer’sself-image which will results in loyalty from more consumers.]"

"Perkembangan teknologi informasi di Indonesia membuka jalan bagi beragam industri bisnis dalam bentuk digital brand. Jakarta Post Travel sebagai salah satu digital brand di Indonesia, menjadi objek penelitian yang diteliti, dimana penelitian ini bertujuan untuk melihat dan mengetahui proses pembentukan corporate brand, brand identity dan brand awareness melalui proses online branding. Penggunaan teori seperti brand, corporate brand, brand identity, brand awareness, online branding meliputi proses-proses branding-nya dipakai dalam penelitian ini. Penemuan hasil penelitian menunjukkan bahwa proses atau strategi online branding yang dilakukan Jakarta Post Travel dilakukan secara bertahap. Hal ini diperlihatkan oleh hasil proses identifikasi konsumen yakni pembaca Jakarta Post Travel sebagai corporate brand. Proses atau strategi online branding yang dilakukan Jakarta Post Travel dilakukan menggunakan teknologi informasi seperti website maupun media sosial. Bentuk-bentuk komunikasi lain seperti partnership dalam rangka membangun corporate brand, brand identity dan brand awareness, juga dilakukan melalui media yang digunakan Jakarta Post Travel. Selain itu, ditemukan juga bahwa brand Jakarta Post Travel sudah cukup dikenal sesuai dengan target dan segmentasi pembacanya, yang diperoleh dari hasil wawancara dengan pembaca Jakarta Post Travel di luar Indonesia. Sebagai saran praktis, perlu dilakukan promosi brand secara terus-menerus dan konsisten sehingga dapat bersaing dengan brand kompetitor.

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Information technology has make a way for many industries, particularly for digital brands. This research is using Jakarta Post Travel as one of many digital brands in Indonesia. The purpose of this research is to know the formation process of corporate brand, brand identity and brand awareness of Jakarta Post Travel through online branding. This research is using theories such as brand, corporate brand, brand identity, brand awareness, online branding and the branding process. The conclusion of this research shows that Jakarta Post Travel has developing the brand step by step and expand their products by using website and social media, to maximize the online branding process. This matter shows that the readers of Jakarta Post Travel still needs support and assistance to identify Jakarta Post Travel. Strategy, such as online partnership with other brands, is also used by Jakarta Post Travel to increase the formation process of corporate brand, brand identity and brand awareness. Furthermore, this research finds that the readers outside Indonesia has notice the Jakarta Post Travel as a corporate brand about travel in Indonesia, but still need a consistency in promoting the brand to compete with competitor brands."

"[Tujuan utama skripsi ini adalah untuk mengetahui pengaruh interaksi pengguna media sosial, terhadap brand awareness dan purchase intention. Studi kasus dilakukan pada jenis media sosial Instagram, khusus akun NYX Cosmetics (@nyxcosmetics). Penelitian ini diolah dengan software SPSS 20 untuk pretest dan SmartPLS 2 & 3 untuk main test, menggunakan teknik Partial Least Square Path Modeling (PLS-PM). Hasil pengolahan data menunjukkan bahwa annoyance mempengaruhi brand page commitment secara positif. Lalu, brand page commitment memiliki pengaruh positif terhadap brand awareness tetapi annoyance tidak memiliki pengaruh terhadap brand awareness. Kemudian, brand page commitment dan brand awareness memiliki pengaruh positif terhadap word of mouth, sedangkan annoyance tidak memiliki pengaruh terhadap word of mouth. Brand page commitment, annoyance, brand awareness, dan word of mouth memiliki pengaruh positif terhadap purchase intention.;The objective of this case is to determine the effect of user interactions in social media on brand awareness and purchase intention. This study involves Instragram account OF NYX Cosmetics (@nyxcosmetics). This research was processed by SPSS 20 software for pretesting and Smart PLS 2 & 3 for main test using Partial Least Square Path Modeling (PLS-PM) technique. The results show annoyance has a positive effect on brand page commitment. Then, brand page commitment has a positive effect on brand awareness, but annoyance has no effect on brand awareness. Brand page commitment and brand awareness have positive effects on word of mouth, and annoyance has no effect on word of mouth. Brand page commitment, annoyance, brand awareness, and word of mouth have positive effects on purchase intention.;The objective of this case is to determine the effect of user interactions in social media on brand awareness and purchase intention. This study involves Instragram account OF NYX Cosmetics (@nyxcosmetics). This research was processed by SPSS 20 software for pretesting and Smart PLS 2 & 3 for main test using Partial Least Square Path Modeling (PLS-PM) technique. The results show annoyance has a positive effect on brand page commitment. Then, brand page commitment has a positive effect on brand awareness, but annoyance has no effect on brand awareness. Brand page commitment and brand awareness have positive effects on word of mouth, and annoyance has no effect on word of mouth. Brand page commitment, annoyance, brand awareness, and word of mouth have positive effects on purchase intention., The objective of this case is to determine the effect of user interactions in social media on brand awareness and purchase intention. This study involves Instragram account OF NYX Cosmetics (@nyxcosmetics). This research was processed by SPSS 20 software for pretesting and Smart PLS 2 & 3 for main test using Partial Least Square Path Modeling (PLS-PM) technique. The results show annoyance has a positive effect on brand page commitment. Then, brand page commitment has a positive effect on brand awareness, but annoyance has no effect on brand awareness. Brand page commitment and brand awareness have positive effects on word of mouth, and annoyance has no effect on word of mouth. Brand page commitment, annoyance, brand awareness, and word of mouth have positive effects on purchase intention.]"

"ABSTRAKSkripsi ini membahas tentang pengaruh smartwatch product category characteristic yang berada pada SAMSUNG Galaxy Gear terhadap brand extension attitude. Di dalamnya terdapat juga variabel awareness set size, awareness set similarity, dan product category familiarity yang membangun brand extension category attitude. Lebih lanjut lagi, skripsi ini membahas pengaruh brand extension category attitude terhadap brand extension attitude. Penelitian ini menghasilkan kesimpulan bahwa brand extension category attitude, perceived fit, dan brand strength berpengaruh secara signifikan pada brand extension attitude. Pada penelitian ini juga terdapat implikasi manajerial serta saran untuk penelitian selanjutnya.

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ABSTRACTThis study discusses the effect of smartwatch product category characteristic on brand extension attitude that has been applied to SAMSUNG Galaxy Gear case. This study also includes other variables, namely brand extension category characteristics; awareness set size, awareness set similarity, and product category familiarity which affecting brand extension category attitude. Moreover, this study has a result of brand extension category attitude which affecting overall brand extension attitude. This results of this research show that brand extension category attitude, perceived fit and brand strength influence significantly toward brand extension attitude. There are also managerial implications and advices for the next research. "

"Research from Strategy And (2019) and Suraya and Febrina (2021) proves that consumer's demand for streetwear is still very high, creating many opportunities for entrepreneurs to open businesses in the streetwear fashion sector. Moreover, the presence of the internet and online shops makes it easier for entrepreneurs to open their own streetwear brands. However, this also creates a fairly high and tight competition. With the marketplace as the main platform used by the public to transact, many streetwear brands charge the lowest prices to attract consumers' attention, which makes competition in the market unhealthy. As a solution for a brand to be able to get out of price wars and unfair competition is to build a strong brand so that consumers and audiences are able to identify and choose the brand consciously. In this case, Plyground is an online-based local streetwear brand, which also uses social media and the marketplace as the main channel to promote as well as make transactions. By using an emotional branding strategy that will be translated into several programs, the author tries to provide new and adaptive solutions to the problems faced by Plyground.

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Riset dari Strategy And (2019) dan Suraya dan Febrina (2021) membuktikan bahwa tingkat permintaan konsumen terhadap streetwear sangatlah tinggi, menciptakan banyak peluang bagi para wirausahawan untuk membuka bisnis di bidang streetwear fashion. Terlebih lagi, hadirnya internet dan online shop mempermudah para wirausahawan untuk membuka brand streetwear mereka sendiri. Di sisi lain, hal ini juga menciptakan kompetisi yang cukup tinggi dan ketat. Dengan adanya marketplace sebagai platform utama yang digunakan khalayak untuk bertransaksi, banyak dari brand streetwear memasang harga paling murah untuk menarik perhatian konsumen, yang membuat persaingan di marketplace menjadi tidak sehat. Salah satu solusi agar sebuah brand mampu keluar dari perang harga dan persaingan tidak sehat adalah dengan membangun branding yang kuat agar konsumen dan khalayak mampu mengidentifikasi dan memilih brand tersebut secara sadar. Dalam kasus ini, Plyground adalah salah satu brand streetwear lokal yang berbasis online, yang juga menggunakan media sosial dan marketplace sebagai kanal utama untuk mempromosikan sekaligus melakukan transaksi. Dengan menggunakan strategi emotional branding yang akan diturunkan ke dalam beberapa program, penulis mencoba memberikan solusi baru dan adaptif terhadap permasalahan yang dihadapi oleh Plyground."

"Seiring perkembangannya, industri film di Indonesia mulai menunjukkan potensi dan kualitasnya. Antusiasme para penonton juga menyemarakkan proses pertumbuhan industri ini. Meskipun banyak film dikembangkan oleh pembuat film sebagai brand melalui kombinasi formula berbagai elemen brand yang menarik menurut konsumen, sebagian besar film hanya dikonsumsi sebagai film oleh penontonnya, dan gagal diidentifikasi atau dilibatkan oleh konsumen sebagai suatu brand. Identifikasi brand film mengacu pada kondisi dimana konsumen menganggap film sebagai brand. Kondisi ini ditandai dengan pengakuan konsumen terhadap makna simbolis brand serta kemampuan brand untuk mengekspresikan dan meningkatkan identitas konsumen. Oleh karena itu, penelitian ini akan menganalisis lebih lanjut salah satu film Indonesia berjudul “Filosofi Kopi” yang berhasil hadir secara nyata sebagai brand dalam wujud kedai kopi di daerah Melawai, Jakarta. Dengan kajian literatur dari penelitian sebelumnya, hasil penelitian ini menemukan bahwa consumer engagement memainkan peranan krusial dalam proses pembangunan film branding pada sebuah brand film.

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With the development of the Indonesian film industry, it began to show its potential and quality. The enthusiasm of the audience also brightened the process of this industry's growth. Although many films are developed by filmmakers as brands through the combination of various brand elements that appeal to consumers, most films are only consumed as films by their audiences, and fail to be identified or engaged by consumers as a brand. Film brand identification refers to the condition in which consumers perceive film as a brand. This condition is characterized by consumer recognition of the brand's symbolic meaning and the brand's ability to express and enhance consumer identity. Therefore, this study will further analyze one of the Indonesian films entitled “Filosofi Kopi” which was successfully identified as a brand in the form of a coffee shop in the Melawai area, Jakarta. By reviewing the literature from previous studies, the results of this study found that consumer engagement plays an important role in the process of developing film branding on a film brand."