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"ABSTRAK Penelitian ini bertujuan untuk menganalisa pengaruh visual packaging design terhadap food product quality, food product value dan brand preference serta pengaruh dari atribut kemasan terhadap sikap konsumen pada industri makanan khususnya es krim. Penelitian ini berbentuk experimental dengan menggunakan 300 partisipan, terbagi menjadi 12 kelompok yang akan menerima 12 stimulus berbeda. Data diperoleh melalui metode survei dengan kuesioner yang merupakan adaptasi dari penelitian yang sudah pernah diaplikasikan pada industri makanan Taiwan. Analisis data dilakukan melalui dari uji pendahuluan penelitian yang mencakup uji validitas dan uji reliabilitas. Setelah instrumen penelitian dinyatakan sudah lolos uji, dilakukan analisis struktural menggunakan metode Structural Equation Modelling (SEM), ANOVA dan independent t-test. Hasil penelitian menunjukkan bahwa visual packaging design memiliki pengaruh positif pada food product quality dan brand preference, food product quality memiliki pengaruh positif pada food product value dan food product value berpengaruh pada brand preference. Namun food product quality tidak berpengaruh positif pada brand preference. Desain visual kemasan yang berpengaruh positif pada sikap konsumen adalah warna dan desain.

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ABSTRACT

The aim of this research is to analyze the influence of visual packaging design on food product quality, food product value and brand preference also the influence of packaging attribute on food industry specially ice cream. This research using experimental design that involve 300 participant, divided to 12 group that received 12 different stimulus. Samples with primary data obtained by survey, based on similar research which held on Taiwan. Data analysis procedure was done by preliminary studies involving validity and reliability test. After research instrument passed the reliability and validity test, structural analysis was done by Structural Equation Modeling (SEM), ANOVA dan independent t-test. The result of this research showed that visual packaging design has positive impact on food product quality and brand preference, food product quality has positive impact on food product value also food product value has positive impact on brand preference. But food product quality has not have positive impact on brand preference. Attributes that have positive impact on design visual packaging are color and design.

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"Penelitian ini bertujuan untuk menganalisis pengaruh citra merek terhadap minat beli konsumen. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 warga Depok yang mengetahui mi instan Healtimie dengan metode non-probability sampling dan teknik purposive. Pengujian ini dilakukan menggunakan metode regresi linear sederhana, dimana variabel dependen adalah minat beli dan citra merek sebagai variabel independen serta kuesioner sebagai instrumen penelitannya. Hasil penelitian menunjukkan bahwa citra merek memiliki pengaruh terhadap minat beli, namun masih dalam kategori kecil. Hubungan antar variabel dalam penelitian ini menunjukan adanya korelasi dalam kategori sedang menuju kuat.

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The aim of this study is to analyze the effect of brand image on purchase intention. This research applied quantitative approach. The sample of this research is 100 residents in Depok who know Healtimie instant noodle. The data were collected using non-probability sampling and purposive technique. This research used questionnaire as the instrument and analyzed with simple linear regression methods. The result shows that brand image has a little impact toward purchase intention. The Relationship between these variables showed the correlation is moderate to strong category."

"ABSTRACTIn the last couple of years, Vietnam became one of the attractive targetcountries for international investors because of its stable political environment, higheconomic growth and enormous natural resources.This paper provides an analysis that will describe feasibility on penetratingthe Vietnamese instant noodle market and selection of the most appropriate marketentry strategy.The analysis indicates that Vietnam has a significant political stability with agreat government role in supporting investment in this country, by providing easeand guarantee for investors. This shows future certainty, a very important factor forevery investor.From economic aspect, a country with 70 million population is a huge marketHigh economic growth (more than 5% p.a) and enormous natural resources madeVietnam a promising market. The only constraint is lack of transportation andcommunication facilities in all over the country.Chinese culture that has a strong influence in the Vietnamese society givesthe community sense of appreciation toward private sector. High education andliteracy rate, and good health facilities give an added value on this market viability.Vietnamese instant noodle industry is dominated by VIFON, a state ownedcompany with 52 % market share. But it seems this monopolist emphasizes its role asgovernment agent of development (with the mission of providing food for Vietnamese) instead of a monopolist role that usually tends to keep its market dominationby killing the other competitors in the market. In general, Vietnamese instant noodlemarket still provide enough opportunities for new entrants to come and create theircompetitive advantages. Vietnamese consumers are used to consume noodle, as oneof China culture influence to their eating habits.There are some constraints which will be faced by investors, such as economic constraints (poor physical infrastructure & distribution network and differentconsumer need), managerial constraints (different managerial role and task requirement), and institutional constraints (government policy and quality of humanresources). These should be deliberately considered and anticipated by investorswho intend to enter Vietnam market.All the analysis come to the conclusion that the most appropriate marketentry strategy is Foreign Direct Investment (FDI).Financial analysis confirms that the strategy is financially feasible. Amongthe 2 scenarios, Scenario I has a better financial feasibility and that?s why it becomesthe proposed scenario.Then, in order to protect the investment from foreign exchange risk, it issuggested to do preventive actions, such as: diversification on operation and financing, and hedging via option market."

"Perkembangan teknologi telah menghasilkan tren AI-Generated Content sebagai strategipemasaran yang diikuti oleh Indomie dengan kampanye terbarunya berjudul Cerita RasaOtentik untuk menciptakan pengalaman visual yang unik sebagai strategi yang bertujuanuntuk membangun relevansi dengan konsumen. Penelitian menganalisis persepsi konsumenterhadap citra merek yang menggunakan strategi ini menggunakan metode deskriptif.Namun, penggunaan teknologi AI justru menimbulkan persepsi negatif terhadap merekkarena konsumen memandang penggunaan AI sebagai jalan pintas yang tidak mendukungseniman lokal sehingga terbentuk citra merek Indomie sebagai merek yang pelit dan tidakmenghargai pekerja kreatif. Hal ini juga dapat memberikan dampak jangka panjang terhadapcitra keseluruhan merek seperti hilangnya kepercayaan konsumen terhadap merek Indomiedan meningkatkan kekhawatiran mengenai tanggung jawab sosial perusahaan. Maka dari itu,perusahaan perlu mengintegrasikan AI dengan seniman asli dan merespons dampak negatifdengan cepat.

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The development of technology has resulted in the trend of AI-Generated Content as a

marketing strategy, adopted by Indomie in its latest campaign titled "Authentic Flavor

Stories" to create a unique visual experience as a strategy aimed at building relevance with

consumers. A study analyzes consumer perceptions of the brand image employing this

strategy using a descriptive method. However, the use of AI technology has generated

negative perceptions of the brand, as consumers view AI usage as a shortcut that does not

support local artists, thereby forming an image of the Indomie brand as being stingy and not

valuing creative workers. This can also have long-term impacts on the overall brand image,

such as eroding consumer trust in the Indomie brand and increasing concerns about the

company's social responsibility. Therefore, the company needs to integrate AI with local

artists and promptly respond to the negative impacts."

"Strategi Co-Branding merupakan cara yang paling sering digunakan untuk meningkatkan Brand Equity atau ekuitas merek pada sebuah produk atau layanan. Tujuan penelitian ini adalah untuk menjelaskan pengaruh Co-Branding terhadap Brand Equity. Penelitian ini dilakukan di Jakarta dengan objek penelitian Chitato Rasa Indomie Goreng. Penelitian ini menggunakan pendekatan kuantitatif dengan penyebaran kuesioner sebagai instrumen utama, dengan responden yang memenuhi kriteria, yaitu mengetahui sekaligus pernah mengonsumsi Chitato Rasa Indomie Goreng minimal dua kali dalam 6 (enam) bulan terakhir. Tanggapan responden kemudian diolah dengan menggunakan SPSS 20.0 melalui analisis statistik deskriptif, dan analisis regresi linear sederhana. Hasil temuan dari penelitian ini ialah bahwa co-branding memiliki pengaruh positif terhadap brand equity yang dimiliki Chitato Rasa Indomie Goreng sebesar 52,8%.

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Co-Branding Strategy is the most commonly way to increase Brand Equity of the products. The purpose of this study is to explain the effect of Co-Branding on Brand Equity. This research was conducted in Jakarta with the research object Chitato Indomie Goreng Flavour. This research applied quantitative approach and distributing questionnaires as the main instruments, with respondents who fit the criterias, such as knowing also had consumed Chitato Indomie Goreng Flavour, for at least twice in six months. The response from those respondents were then being processed using SPSS 20.0 through descriptive statistics analysis and simple linear regression analysis. The findings of this research were that co-branding positively affected brand equity of Chitato Indomie Goreng Flavour significantly of 52.8%."

"Penggunaan idola Kpop sebagai human brand menjadi trend marketing berbagai produk makanan dan minuman lokal. Lemonilo menjadi salah satu brand makanan minuman di Indonesia, yang menggunakan human brand sebagai alat untuk strategi marketing mereka. Oleh karena itu, penelitian ini akan mencari tahu keefektifan penggunaan human brand sebagai strategi marketing, untuk meningkatkan purchase intention produk andalan Lemonilo yaitu mi sehat menggunakan NCT Dream sebagai human brand. Fokus penelitian ini untuk mengetahui pengaruh dari human brand terhadap consumer brand relationship, consumer brand relationship terhadap attitude toward brand, dan attitude toward brand terhadap purchase intention melalui survei terhadap 115 fans NCT Dream. Penelitian ini dilakukan dengan pendekatan kuantitatif menggunakan teknik purposive sampling. Hasil penelitian ini menemukan bahwa human brand berpengaruh positif dan signifikan terhadap consumer brand relationship, consumer brand relationship berpengaruh positif dan signifikan terhadap attitude toward brand, dan attitude toward brand berpengaruh positif dan signifikan terhadap purchase intention.

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The use of Kpop idol as human brand has been a marketing trend in many food and beverage local brands. Lemonilo is one of those food and beverage local brands in Indonesia, that has been using human brand as their marketing strategy tool. Therefore, this study will find out the effectiveness using NCT Dream as human brand for Lemonilo marketing strategy tool to increase the purchase intention of their flagship product Lemonilo noodle. This study will find out the direct influence of human brand on consumer brand relationship, consumer brand relationship on attitude toward brand, and attitude toward brand on purchase intention through survey from 115 NCT Dream fans as respondents. This study use quantitative approach with purposive sampling technique. The results of this study found that human brand has positive and significant effect on consumer brand relationship, consumer brand relationship has positive and significant effect on attitude toward brand, attitude toward brand has positive and significant effect on purchase intention."

"Pola konsumsi semakin sulit ditebak seiring dengan semakin banyaknya alternatif dalam pemilihan produk atau jasa. Disatu sisi, produk atau merek memiliki siklus hidup tersendiri tergantung dari kondisi makro yang melingkupinya dan kondisi internal tentunya, sebaiknya kondisi internal tersebut harus bisa menjawab ekspektasi konsumen. Merek merupakan asset perusahaan, yang perlu diremajakan dan dilakukan inovasi didalamnya, yang berguna untuk menjawab ekspektasi konsumen. Melalui merek berikut atribut Iogonya dapat dieksplorasi preferensi merek konsumen, temtama ketika terjadi perubahan logo. Penelitian ini membahas mengenai analisa perubahan logo perusahaan dalam preferensi merek konsumen, yang menganalisa atribut logo apa saja yang, mempengaruhi preferensi merek konsumen. Penelitian ini menggunakan pendekatan kualitatitf dengan metode studi kasus yang pengumpulan datanya dilakukan dengan wawancara mendalam (indepth imerview), studi literatur dan observasi partisipasi Kerangka konseptual yang digunakan adalah The Role of symbol oleh (Aaker, 2000) dan Brand Value Pyramid (Davis, 2001). Dimana atribut logo, preferensi konsumen, dan preferensi merek dieksporasi.

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The consumption pattem becomes unpredictable nowadays along with many altematives in choosing goods or services. On the other side, a product or brand has its own life cycle depending on scope of macro and intemal condition This internal condition should better have an answer to consumer's expectation. Brand is a corporate asset that has to be rejuvenated and innovated in order to answer the consumer's expectation. Through the brand and its logo attribute, we can explore the consumer brand preference, especially when the change of logo happens, This research studied about the change of corporate logo in consumer brand preference to analyze which attributes that affect the consumer brand preference. The research used qualitative approach with case study method by using indepth interview to collect the data, literature study and participant observation. The Role of Symbol (Aaker, 2000) and Brand Value Pyramid (Davis, 2001) are used as the conceptual 'dame for this research, where logo attribute, consumer preference and brand preference were explored."

"[Pertumbuhan konsumen kelas menengah atas menimbulkan tren gaya hidupbaru di Jakarta, yaitu konsumsi restoran kelas menengah atas khususnya pada tiperestoran casual-dining. Penelitian ini bertujuan untuk menganalisa hubungan antaravariabel-variabel Service Qualities yaitu Physical Environment Quality, InteractionalQuality, dan Outcome Quality, serta pengaruhnya terhadap variabel ConsumerUtilitarian Attitudes Toward Brands, Consumer Hedonic Attitides Toward Brands,dan Brand Preference dari konsumen restoran casual-dining. Penelitian inimenggunakan sampel konsumen berusia 18-33 tahun yang pernah mengunjungirestoran casual-dining di Jakarta dalam kurun waktu 6 (enam) bulan terakhir denganmetode non-probability sampling. Data hasil penelitian dioleh menggunakan metodeStructural Equation Modeling. Hasil penelitian menunjukkan bahwa PhysicalEnvironment Quality, Interactional Quality, dan Outcome Quality salingberhubungan dan memiliki pengaruh positif satu sama lain. Kemudian, InteractionalQuality dan Outcome Quality memiliki pengaruh positif terhadap Utilitarian Attitudedan Hedonic Attitude. Pada akhirnya, Utilitarian Attitude dan Hedonic Attitudeterbukti memiliki pengaruh positif terhadap Brand Preference.;he growth of middle-class consumers creates new lifestyle trend in Jakarta.The new lifestyle trend is consumption of upper-middle class restaurants, specificallycasual-dining restaurants. The purpose of this research is to analyze the relationshipbetween the variables of Service Qualities, which are Physical Environment Quality,Interactional Quality, and Outcome Quality, as well as their effects on ConsumerUtilitarian Attitudes Toward Brands, Hedonic Attitudes Toward Brands, and BrandPreference in casual-dining restaurants. This research uses sample of young adultconsumers from 18-33 age group who have visited casual-dining restaurant inJakarta in the last 6 (six) months using non-probability sampling method. The datacollected then analyzed using Structural Equation Modeling method. The result of thisresearch shows that Physical Environment Quality, Interactional Quality, andOutcome Quality are interrelated and have positive effects on each other.Interactional Quality and Outcome Quality positively affect Utilitarian Attitude andHedonic Attitude. Finally, Utilitarian Attitude and Hedonic Attitude positively affectBrand Preference.;he growth of middle-class consumers creates new lifestyle trend in Jakarta.The new lifestyle trend is consumption of upper-middle class restaurants, specificallycasual-dining restaurants. The purpose of this research is to analyze the relationshipbetween the variables of Service Qualities, which are Physical Environment Quality,Interactional Quality, and Outcome Quality, as well as their effects on ConsumerUtilitarian Attitudes Toward Brands, Hedonic Attitudes Toward Brands, and BrandPreference in casual-dining restaurants. This research uses sample of young adultconsumers from 18-33 age group who have visited casual-dining restaurant inJakarta in the last 6 (six) months using non-probability sampling method. The datacollected then analyzed using Structural Equation Modeling method. The result of thisresearch shows that Physical Environment Quality, Interactional Quality, andOutcome Quality are interrelated and have positive effects on each other.Interactional Quality and Outcome Quality positively affect Utilitarian Attitude andHedonic Attitude. Finally, Utilitarian Attitude and Hedonic Attitude positively affectBrand Preference., he growth of middle-class consumers creates new lifestyle trend in Jakarta.The new lifestyle trend is consumption of upper-middle class restaurants, specificallycasual-dining restaurants. The purpose of this research is to analyze the relationshipbetween the variables of Service Qualities, which are Physical Environment Quality,Interactional Quality, and Outcome Quality, as well as their effects on ConsumerUtilitarian Attitudes Toward Brands, Hedonic Attitudes Toward Brands, and BrandPreference in casual-dining restaurants. This research uses sample of young adultconsumers from 18-33 age group who have visited casual-dining restaurant inJakarta in the last 6 (six) months using non-probability sampling method. The datacollected then analyzed using Structural Equation Modeling method. The result of thisresearch shows that Physical Environment Quality, Interactional Quality, andOutcome Quality are interrelated and have positive effects on each other.Interactional Quality and Outcome Quality positively affect Utilitarian Attitude andHedonic Attitude. Finally, Utilitarian Attitude and Hedonic Attitude positively affectBrand Preference.]"

"ABSTRAKTulisan ini membahas bagaimana konsumen dalam melakukan pemilihan merek memiliki kriteria tertentu yang dianggap sesuai dengan kepribadian miliknya. Hal ini yang membuat penulis menjadikan konsumen Starbucks sebagai subjek yang diamati. Pemilihan subjek ini didasarkan pada realita bahwa banyak konsumen yang tetap setia terhadap merek Starbucks, di saat semakin banyak kedai kopi yang bermunculan dan memiliki harga jauh di bawah Starbucks. Hal tersebut menunjukan bahwa kelompok tertentu memilih Starbucks bukan karena atribut, melainkan nilai emosional yang dianggap dapat merefleksikan kepribadian mereka.Tujuan utama dari tulisan ini adalah untuk menggambarkan proses pemilihan merek oleh konsumen Starbucks, terkait dengan kepribadian yang mereka miliki. Jenis penulisan ini adalah deskriptif, dengan menggunakan data sekunder yang berasal dari jurnal ilmiah, artikel di internet, dan laporan terdahulu yang berkaitan dengan konsep kepribadian konsumen, kepribadian merek, dan pemilihan merek. Pada tulisan kali ini, penulis menemukan bahwa konsumen yang menyukai merek Starbucks adalah orang yang memiliki kepribadian agreeableness (A), dengan karakteristik baik, lembut, dan menyukai interaksi dengan orang lain. Hal tersebut dikarenakan, mereka yang mempunyai kepribadian agreeableness memilih Starbucks karena pelayanan-nya yang ramah, baik, dan bersahabat, atau sesuai dengan kepribadian merek sincerity. Meskipun pada akhirnya kepribadian merek (brand personality) bukan menjadi hal utama konsumen dalam memilih merek tertentu (brand preference), namun kepribadian merek yang sesuai dengan kepribadian konsumen (personality) dapat membuat konsumen mencintai merek tertentu.

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ABSTRACT

This paper discuss about consumer?s criteria before choosing a brand that perceived match with their personality, by analyzing Starbucks consumer. Selection of this subject is based on reality that many consumers remain loyal to Starbucks, while there are so many new coffee shops out there that cheaper than Starbucks. It shows that certain groups of people choose Starbucks not only because of brand?s attribute, but the emotional value that reflect their personalities.

The main objective of this paper is to describe the process of selecting the Starbucks brand by Starbucks consumers that related with their own personality. This is a descriptive paper that used secondary data derived from scientific journals, online articles, and previous reports related with personality, brand personality, and brand preference concept. In this paper, author found that consumers who like Starbucks as a brand is tend to have agreableness personality (A), which have good, and gentle characteristics, and really appreciate the interaction with other people. That is because, the agreeableness consumer tend to choose Starbucks because of its friendly and good service, or in accordance with the sincerity brand personality. Although in the end of brand preference process the brand personality is not the main thing that highlighted by consumer, but by having a strong brand personality that suit with consumer?s personality really can help the brand to be loved by its consumer."