Ditemukan 111953 dokumen yang sesuai dengan query
Shofa Shabrina
"Penelitian ini bertujuan untuk mengkaji perilaku konsumsi penggemar atas brand kecantikan lokal yang menggandeng brand ambassador K-Pop. Studi terdahulu seputar konsumsi penggemar dan relasi idola-penggemar telah dikaji dengan mengukur pengaruhnya terhadap perilaku konsumsi serta dianalisis menggunakan konsep consumer society, hiperrealitas, dan representasi identitas. Namun, studi terdahulu belum banyak membahas perilaku konsumsi penggemar yang spesifik terkait konsumsinya atas brand kecantikan lokal yang menggandeng brand ambassador K-Pop menggunakan ketiga teori tersebut secara bersamaan. Oleh karena itu, penelitian ini berusaha menjawab terkait bagaimana perilaku konsumsi penggemar atas brand kecantikan lokal yang menggunakan brand ambassador K-Pop menggunakan ketiga teori tersebut dengan pendekatan kualitatif dan studi kasus kolaborasi Somethinc x NCT Dream. Hasil penelitian ini menunjukkan bahwa konsumsi penggemar atas produk kolaborasi Somethinc x NCT Dream didasarkan atas konsumsinya terhadap tanda yang ditawarkan dan melekat pada kolaborasi tersebut, yakni NCT Dream sebagai brand ambassador beserta atribut kolaborasi lainnnya (hadiah photocard dan kode unik) dan penggunaan ‘konsep melokal’. Perilaku konsumsi penggemar atas kolaborasi ini menjadi wujud hiperrealitas yang meliputi proses simulasi hingga simulacra dengan adanya kedekatan semu yang dipertontonkan dan dikonsumsi penggemar. Berdasarkan hal itu, hasil penelitian ini melihat bahwa perilaku konsumsi penggemar melibatkan relasi penggemar dan idolanya sehingga mendorong konsumsi penggemar sebagai bentuk loyalitas dan dukungan mereka terhadap idola. Hal ini kemudian menjadi wujud hiperrealitas karena penggemar sulit mengidentifikasi kebenaran terkait kebutuhan mereka dan hubungannya dengan idola. Selain itu, perilaku konsumsi penggemar atas produk kolaborasi Somethinc x NCT Dream juga dapat merepresentasikan identitas penggemar (NCTzen) sekaligus menjadi motif konsumsi itu sendiri melalui interaksinya dan pertukaran tanda dengan sesama kelompok penggemar atau lainnya.
The aim of this study is that to examine fan consumption behavior of local beauty brands which collaborate with K-Pop brand ambassadors. Furthermore, previous research on fan consumption and idol-fan relations had been studied by measuring its influence on consumption behavior and it was analyzed by using the concepts of consumer society, hyperreality, and identity representation. However, they have not discussed the fan consumption behavior specifically related to their consumption of local beauty brands which collaborates with K-Pop brand ambassadors by using these theories simultaneously. Therefore, this study intends to answer how fan consumption behavior of local beauty brands which collaborate with K-Pop brand ambassadors by using these theories with a qualitative approach and the Somethinc x NCT Dream collaboration case study. The result of this study shows that fan consumption of the Something X NCT Dream collaboration product is based on their consumption of the sign which is offered and attached to the collaboration that is NCT Dream as the brand ambassador along with other collaboration attributes (photocard benefit and unique codes) and the use of ‘local concepts’. Moreover, the fan consumption behavior of this collaboration become a form of hyperreality which includes a process of simulation to simulacra with a pseudo-closeness which is presented and consumed by fans. Therefore, the results of this study show that fan consumption behavior involves the relationship between fans and their idols so that it can encourage fan consumption as a form of their loyalty and support for their idols. It becomes a form of hyperreality since fans find it difficult to identify the truth regards to their needs and their relationship with their idol. In addition, fan consumption behavior of Somethinc x NCT Dream collaboration product can represent fan identity (NCTzen) as well as a consumption motive through its interaction and exchange of signs with fellow fan groups or others."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2023
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UI - Skripsi Membership Universitas Indonesia Library
Nadia Shakira
"Fashion merupakan bagian penting dari kehidupan sehari-hari yang mencerminkan kepribadian dan cita-cita seseorang. Di tengah tren fashion global yang cepat berganti, perusahaan fashion perlu beradaptasi, sehingga fenomena fast fashion muncul. Fast fashion telah menjadi gaya hidup bagi Generasi Z dan mereka mengkonsumsi produk fast fashion untuk mengikuti tren saat ini. Dalam penelitian ini dilakukan survey untuk mengetahui faktor yang mempengaruhi perilaku konsumen Generasi Z menggunakan metode multiple linear regression serta korelasinya dengan teori permintaan konsumen. Hasil yang diperoleh dari penelitian ini menyatakan bahwa faktor yang mempengaruhi purchase intention produk fast fashion adalah faktor fashion consciousness, self-ambiguity, dan ethical judgement.
Fashion is an important part of everyday life that reflects one's personality and ideals. In the midst of rapidly changing global fashion trends, fashion companies need to adapt, so that the fast fashion phenomenon emerges. Fast fashion has become a lifestyle for Generation Z and they consume fast fashion products to keep up with current trends. In this study, a survey was conducted to determine the factors that influence the consumer behavior of Generation Z using the multiple linear regression method and their correlation with consumer demand theory. The results obtained from this study state that the factors that influence the purchase intention of fast fashion products are fashion consciousness, self-ambiguity, and ethical judgment."
Depok: Fakultas Ekonomi dan BIsnis Universitas Indonesia, 2023
S-pdf
UI - Skripsi Membership Universitas Indonesia Library
Angellita Buulolo
"Selama beberapa tahun terakhir, penelitian terkait dengan perilaku konsumen menjadi topik yang hangat. Salah satu yang menjadi perhatian penelitian dalam beberapa tahun terakhir adalah faktor yang dapat memengaruhi terbentuknya compulsive buying behavior. Dalam penelitian ini akan membahas faktor baik secara eksternal seperti materialisme, dan internal seperti mindset dan consumer anxiety. Penelitian ini mengambil sudut pandang kelompok penggema dari dua grup K-POP besar Super Junior (E.L.F) dan NCT (NCTzen) di Indonesia berusia dewasa muda, yang melakukan pembelian produk terkait K-POP dalam sebulan terakhir. Metode yang dilakukan untuk penelitian ini adalah Structural Equation Model (SEM). Hasil penemuan dari penelitian ini sendiri menunjukkan jika faktor eksternal seperti materialisme masih menjadi faktor terkuat terbentuknya compulsive buying behavior dengan faktor yang memengaruhi materialisme seperti celebrity endorsement, peer group, dan television advertisement. Selain itu terdapat penemuan jika mindset tidak dapat berpengaruh langsung terhadap compulsive buying behavior.
Several studies have been conducted in recent years to investigate consumer behavior. One of the research topics that researchers are interested in is the factors that can influence the development of compulsive buying behavior. This study will look at external factors like materialism as well as internal factors like mindset and consumer anxiety. This study focuses on fans of the two major K-POP groups Super Junior (E.L.F) and NCT (NCTzen) in Indonesia, as well as young people who purchased K-POP-related merchandise in the previous month. This study was carried out using the Structural Equation Model (SEM). According to the findings of this study, external factors such as materialism, as well as variables that influence materialism such as celebrity endorsements, peer groups, and television advertisement, are still the most significant indicators in the establishment of compulsive buying behavior. Furthermore, it was discovered that mindset has no direct influence on compulsive buying behavior."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2021
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Bhisma Diwangkara
"Konsumsi kopi di Indonesia naik empat kali lipat sejak tahun 1990 dan generasi muda seperti milenial dan Gen-Z di Indonesia mulai berpindah dari mengonsumsi teh ke mengonsumsi kopi. Peristiwa ini telah menyebabkan revolusi industry kopi di Indonesia dengan bermunculannya berbagai macam merek kopi grab-n-go. Penelitian ini fokus kepada satu merek kopi grab-n-go yaitu Kopi Kenangan. Penilitian ini bertujuan untuk menganalisis dampak dari keterikatan emosional konsumen Indonesia dengan Kopi kenangan terhadap consumer-based brand equity dari Kopi Kenangan. Penilitian ini menggunakan model penelitian yang menggambarkan hubungan antara keterikatan emosional konsumen terhadap berbagai layanan media sosial dan consumer-based brand equity melalui kredibilitas merek dan kepuasan konsumen. Sebanyak 150 responden valid berhasil dikumpulkan melalui metode convenience sampling. Hasil dari penelitian ini membuktikan hubungan dari keterikatan emosional konsumen dengan sebuah merek terhadap consumer-based brand equity yang di mediasi oleh kredibilitas merek dan kepuasan konsumen dengan menganalisis data menggunakan PLS-SEM. Penelitian ini mengimplikasikan dan memberikan saran kepada merek kopi grab-n-go lainnya untuk meningkatkan consumer-based brand equity mereka dengan memperbesar kredibilitas merek, kepuasan konsumen, dan keterikatan emosional dengan sebuah merek.
Coffee consumption in Indonesia have quadrupled since 1990 and younger generations like millennials and Gen-Z are increasingly switching from tea to coffee consumption. This has led to the revolution of the coffee industry in Indonesia with the emergence of the so-called “grab-n-go” coffee shops. This research focuses one brand of grab-n-go coffee which is Kopi Kenangan. The purpose of this research is to investigate the effect of Indonesian consumers’ emotional brand attachment with Kopi Kenangan towards the consumer-base brand equity of the brand. This research utilizes the framework that depicts the relationship between consumers’ emotional attachment to social media brands and its consumer-based brand equity through brand credibility and consumer satisfaction. A total of 150 valid respondents were collected through a convenience sampling method. The result of this research proves the relationship between emotional brand attachment and consumer-based brand equity but is significantly mediated by brand credibility and consumer satisfaction by analyzing the data using PLS-SEM. This study implies and makes suggestions for other grab-n-go coffee brands to improve their consumer-based brand equity by enhancing brand credibility, consumer satisfaction, and emotional brand attachment."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2022
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Salvinna Alithea
"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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Nurul Hana
"Penelitian ini menguji faktor-faktor yang mempengaruhi sikap terhadap produk tiruan dari produk bermerek mewah, yaitu kesadaran akan merek, kepuasan pribadi, kesadaran akan nilai, inferensi harga-kualitas, pengaruh sosial, dan gengsi suatu merek. Berdasarkan data dari 212 konsumen dapat diketahui bahwa kesadaran akan nilai, inferensi harga-kualitas, dan pengaruh sosial memiliki pengaruh yang signifikan terhadap sikap terhadap produk tiruan dari produk bermerek mewah. Sedangkan kesadaran akan merek, kepuasan pribadi, dan gengsi suatu merek tidak memiliki pengaruh yang siginifikan tehadap sikap terhadap produk tiruan dari produk bermerek mewah. Sikap terhadap produk tiruan dari produk bermerek mewah memiliki pengaruh yang signifikan terhadap intensi pembelian produk tiruan dari produk bermerek mewah.
This paper examines the factors that influence the attitudes towards counterfeit luxury brand, which are brand conscious, personal gratification, value conscious, price-quality inference, social influence, and brand prestige. Based on data collected from 212 consumers, value conscious, price-quality inference, and social influence were found to significantly influence attitudes towards counterfeit luxury brand. There was no significant relationship with brand conscious, personal gratification, and brand prestige. Attitudes towards counterfeit luxury brand were found to influence intention to purchase counterfeit luxury brand."
Depok: Program Pascasarjana Universitas Indonesia, 2011
T29949
UI - Tesis Open Universitas Indonesia Library
Anindhitya Andriani
"Retailer seperti department store cenderung menggunakan strategi sales promotion dengan memberikan potongan harga. Hal ini menyebabkan konsumen untuk belajar menunda pembelian dan lebih memilih untuk membayar tidak dengan harga penuh. Untuk itu, penelitian ini bertujuan untuk mengetahui pengaruh dari strategi limited edition dalam kolaborasi retailer-brand pada perilaku konsumen seperti urgency to buy, willingness to pay price premium, dan intention to share advertisement berdasarkan karakteristik status consumption. Analisis kovarians dilakukan untuk menguji 2 (collaboration duration: limited edition vs ongoing collection) x 2 (perceived retailer-brand fit: high fit vs low fit) x 2 (status consumption: high vs low) dengan menggunakan desain eksperimen between-subject (n=277). Hasil penelitian menunjukkan bahwa urgency to buy, willingness to pay price premium, dan intention to share advertisement lebih tinggi pada pada partisipan yang memiliki karakteristik high-status consumption dan dengan kondisi strategi limited-edition pada kolaborasi yang dipersepsikan memiliki kecocokan yang tinggi. Penelitian ini memberikan kontribusi akademik mengenai perbedaan pengaruh strategi limited edition dalam kolaborasi retailer-brand dengan mempertimbangkan faktor karakteristik konsumen. Selain itu, penelitian ini juga memberikan implikasi manajerial berupa masukan dalam merancang strategi pemasaran dan menembangkan cara baru untuk meningkatkan kunjungan dan kinerja penjualan.
Retailers such as department stores tend to use sales promotion by discounting items, which has caused the consumer to be less likely to pay at full price and learn to postpone their purchase. Therefore, this study aims at investigating the effects of status consumption and limited-edition strategy in a retailer-brand collaboration on consumer behaviours, i.e., the urgency to buy, willingness to pay a price premium, and sharing intention. Analysis of covariance was conducted to test a 2 (collaboration duration: limited edition vs ongoing collection) x 2 (perceived retailer-brand fit: high fit vs low fit) x 2 (status consumption: high vs low) between-subjects design (n=277). The result shows that the urgency to buy, willingness to pay a price premium, and sharing intention are favourable among the high-status consumption participants when the collaboration product is offered as limited-edition and has a high perceived retailer-brand fit. This study contributes to marketing literature in the space of the influence of consumer characteristics on the effectiveness of brand alliances and limited-edition strategy. Further, this study provides insights for managers to design competitive marketing strategies by considering the consumers’ characteristics and to develop new ways to increase in-store traffic by exciting consumers to make a purchase right away without marking the product on sale."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020
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UI - Tesis Membership Universitas Indonesia Library
Farriza Septiarani
"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
Cindy Rachma Muffidah
"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.
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."
Depok: Fakultas Psikologi Universitas Indonesia, 2021
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UI - Skripsi Membership Universitas Indonesia Library
Ghazian Ramadhan Aryanto
"Melalui pengalaman sebuah merek dapat memberikan sebuah memori yang mengesankan dan bertahan lama di ingatan konsumen. Strategi yang dapat digunakan adalah melalui brand experience. Pengalaman juga digunakan oleh konsumen sebagai sumber infomasi untuk keputusan di masa depan, salah satunya adalah keputusan untuk membeli kembali repurchase intention . Penelitian ini bertujuan untuk mengetahui pengaruh brand experience dari film Marvel terhadap repurchase intention konsumen. Penelitian ini menggunakan non-probability sampling dengan teknik purposive, dan melibatkan 100 responden yang merupakan konsumen film Marvel. Hasil dari penelitian ini menunjukkan adanya pengaruh yang terbentuk antara brand experience dengan repurchase intention.
Through an experience, brand can provide the consumer with memorable and long lasting memory. We can provide that experience by using brand experience. Consumer uses the experience as a valuable information for his her decision in the future, such as repurchase intention. This study intend to examines the effect of brand experience that Marvel film provides on consumer repurchase intention. This study use non probability sampling with purposive technique, and conducted on 100 respondents. Drawing on the result of this study demonstrate that there is a correlation beetwen brand experience and repurchase intention."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2016
S66559
UI - Skripsi Membership Universitas Indonesia Library
