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"Tren saat ini dimana pelanggan mengharapkan dan menuntut perusahaan untuk beroperasi secara etis menyebabkan banyak perusahaan menjunjung tinggi etika untuk mendapatkan kekuatan yang lebih besar dalam menghadapi persaingan di pasar. Hal yang sama berlaku untuk Starbucks, merek kopi yang sudah ada sejak lama yang dikenal luas di seluruh dunia dan di Indonesia. Tingginya konsumsi kopi di Indonesia semakin membuktikan bahwa perlunya memahami persepsi pelanggan terhadap sebuah kedai kopi. Namun, masih sedikit yang diketahui mengenai pengaruh customer perceived ethicality terhadap brand equity kedai kopi di Indonesia. Oleh karena itu, penelitian ini menganalisis pengaruh customer perceived ethicality terhadap brand equity Starbucks di Indonesia. Data dikumpulkan dari total 212 Milenial yang lahir antara tahun 1981-1996 dan Generasi Z yang lahir antara tahun 1997-2007, yang telah menjadi pelanggan Starbucks di Indonesia setidaknya sepuluh kali seumur hidup dan tinggal di Jabodetabek. Data yang diperoleh dari hasil pre-test diolah dengan menggunakan IBM SPSS Statistics 25 untuk dinilai validitas dan reliabilitasnya. Sedangkan data yang diperoleh dari main test diolah dan dianalisis menggunakan SmartPLS (v. 3.2.9) untuk menjawab pertanyaan penelitian. Hasil penelitian menunjukkan bahwa customer perceived ethicalit memiliki pengaruh positif terhadap brand image dan brand equity Starbucks di Indonesia. Selain itu, recognition benefits tidak memediasi pengaruhcustomer perceived ethicality terhadap brand equity Starbucks di Indonesia. Meskipun brand heritage tidak memoderasi pengaruh customer perceived ethicality terhadap recognition benefits, brand heritage memperkuat pengaruh customer perceived ethicality terhadap brand equity Starbucks di Indonesia. Ditemukan juga bahwa brand image tidak memediasi pengaruh recognition benefits terhadap brand equity, tetapi memiliki pengaruh langsung positif terhadap brand equity Starbucks di Indonesia. Implikasi manajerial dari penelitian ini adalah bahwa Starbucks Indonesia atau praktisi bisnis sejenis lainnya yang ingin memperkuat brand equity mereka perlu mengembangkan customer perceived ethicality dengan secara aktif terlibat dalam kegiatan CSR, mengembangkan brand image dengan aktivitas seperti periklanan dan hubungan masyarakat, dan mengembangkan brand heritage dengan secara konsisten memberikan layanan berkualitas tinggi kepada pelanggan mereka.

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The current trend where customers expect and demand companies to operate ethically causes many companies to uphold ethics to obtain greater strength in facing competition in the market. The same is true for Starbucks, a long-established coffee brand widely known worldwide and in Indonesia. The high consumption of coffee in Indonesia further proves that it is necessary to understand customer perceptions of a coffee shop. However, little is known regarding the effect of customer perceived ethicality on the brand equity of a coffee shop in Indonesia. Therefore, this study analyzes the effect of customer perceived ethicality on the brand equity of Starbucks in Indonesia. The data was collected from a total of 212 Millennials born between 1981-1996 and Generation Z born between 1997-2007, who have been Starbucks customers in Indonesia at least ten times in their lifetime and live in the Jakarta Metropolitan Area (Jabodetabek). The data obtained from the pre-test results were processed using IBM SPSS Statistics 25 to assess its validity and reliability. On the other hand, data obtained from the main test were processed and analyzed using SmartPLS (v. 3.2.9) to answer research questions. The results show that customer perceived ethicality has a positive effect on the brand image and brand equity of Starbucks in Indonesia. Furthermore, recognition benefits do not mediate the effect of customer perceived ethicality on the brand equity of Starbucks in Indonesia. Although brand heritage does not moderate the effect of customer perceived ethicality on recognition benefits, brand heritage strengthens the effect of customer perceived ethicality on the brand image of Starbucks in Indonesia. It was also found that brand image does not mediate the effect of recognition benefits on brand equity, but has a direct positive effect on the brand equity of Starbucks in Indonesia. The managerial implications of this research are that Starbucks Indonesia or other similar business practitioners who want to strengthen their brand equity need to develop customer perceived ethicality by actively engaging in CSR, develop a brand image by emphasizing activities such as advertising and public relations, and develop a brand heritage by consistently providing high-quality service to their customers."

"Penelitian ini dilakukan dengan tujuan untuk menguji pengaruh Customer Perceived Ethicality nasabah Bank Central Asia terhadap Brand Equity, Brand Affect dan Brand Image serta pengaruh mediasi Brand Affect dan Brand Image terhadap Brand Equity. Penelitian ini telah dilaksanakan dengan mengambil sampel yang merupakan nasabah retail bank konvensional BCA dan bank digital blu by BCA, berusia 17 - 40 tahun dan merupakan nasabah aktif dari kedua bank tersebut selama minimal 6 bulan terakhir. Pengambilan sampel dilakukan dengan menyebarkan kuesioner dalam bentuk Google Forms yang disebarkan secara online melalui platform media sosial. Penelitian ini berhasil mengumpulkan 243 responden. Seluruh data yang telah dikumpulkan diolah menggunakan metode Partial Least Squares – Structural Equation Modelling (PLSSEM). Hasil dari pengolahan data penelitian menunjukan bahwa Customer Perceived Ethicality memiliki pengaruh yang signifikan terhadap Brand Image dan Brand Affect. Peran mediasi Brand Image juga menunjukan pengaruh positif antara Customer Perceived Ethicality dengan Brand Equity. Namun, ditemukan sebuah data yang menunjukan bahwa Customer Perceived Ethicality dan Brand Affect tidak memiliki pengaruh positif secara langsung maupun mediasi terhadap Brand Equity.

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This research was conducted to examine the effect of Bank Central Asia's Customer Perceived Ethicality towards Brand Equity, Brand Affect and Brand Image as well as the mediating effect of Brand Affect and Brand Image on Brand Equity. This research was conducted by taking samples which are the retail customers of conventional bank BCA and blu by BCA, aged 17-40 years and have been active customers of both banks for at least the last 6 months. Sampling was carried out by distributing questionnaires in Google Forms which were distributed online through social media platforms. This research managed to collect 243 respondents. All data that has been collected is processed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results of research data processing show that Customer Perceived Ethicality has a significant connection to Brand Image and Brand Affect. The mediation role of Brand Image also shows a positive relationship between Customer Perceived Ethicality and Brand Equity. However, another data was found showing that Customer Perceived Ethicality and Brand Affect did not have a direct positive influence or mediation on Brand Equity."

"Penelitian ini bertujuan untuk menganalisis pengaruh perceived sacrifice, perceived risk, perceived benefit, dan perceived quality terhadap perceived purchased equity dan intention pembelian group order dalam studi kasus kolektor merchandise K-pop. Desain penelitian ini adalah konslusif deskriptif. Metode pengumpulan data dilakukan menggunakan survei dengan menyebarkan kuesioner secara online menggunakan Google Form melalui sosial media. Metode pengambilan sampel yang digunakan adalah purposive sampling dengan 399 responden yang memenuhi kualifikasi, yaitu kolektor merchandise K-pop yang berusia 15 hingga 29 dari seluruh Indonesia dengan ketentuan pernah melakukan pembelian melalui group order. Data dianalisis menggunakan Covariance based Structural Equation Modeling (CB-SEM) dengan LISREL 8.80. Hasil penelitian ini menunjukkan bahwa variabel perceived sacrifice, perceived benefit, perceived quality berpengaruh signifikan terhadap perceived purchased equity. Sementara itu, variabel perceived risk tidak berpengaruh signifikan terhadap perceived purchased equity. Kemudian, variabel perceived purchased equity berpengaruh signifikan terhadap group order intention.

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The purpose of this research is to analyze the effect of perceived sacrifice, perceived risk, perceived benefit, and perceived quality on perceived purchased equity and group order purchase intention on study of K-pop merchandise collectors. The research design is descriptive conclusive. The data were collected though questionnaires using Google Forms and distributed via social media. The sampling method used was purposive sampling with 399 qualified respondents, that are K-pop merchandise collectors aged 15 to 29 from all over Indonesia with the provision that they had made a purchase through a group order. Data were analyzed using Covariance based Structural Equation Modeling (CB-SEM) with LISREL 8.80. The results showed that the variables perceived sacrifice, perceived benefit, perceived quality have significant effect on perceived purchased equity. Meanwhile, perceived risk has no significant effect on perceived purchased equity. Then, the variable perceived purchased equity has a significant effect on group order intention."

"Karya tulis ini menganalisa tentang bagaimana antrian di supermarket bisa mengubah pengalaman konsumen dan keinginan untuk membeli, serta menggunakan customer equity framework sebagai pengukurannya. Karya tulis ini meneliti tiga toko supermarket di Belanda, yaitu Albert Heijn, Jumbo, dan Dirk van den Broek. Lebih spesifik, penulis memberikan hipotesa bahwa customer equity di supermarket bisa dipengaruhi secara negatif jika konsumen mengalami antrian. Hipotesa tersebut diuji dengan menyebarkan survei online dan diperoleh 108 responden. Hipotesa tersebut tidak didukung dan memberikan kesimpulan bahwa antrian tidak memiliki efek moderasi terhadap hubungan tipe supermarket dan customer equity. Selain itu, ditemukan bahwa Albert Heijn memiliki kemampuan paling baik dalam menggunakan tiga variabel dari customer equity, yaitu value equity, brand equity, dan relationship equity.

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This study analyzed how the queue in supermarkets might change the customer experience and purchase intention and it used customer equity framework as the measurement. This study examined three supermarkets in the Netherlands, which are Albert Heijn, Jumbo, and Dirk van den Broek. More specifically, the author hypothesized that the customer equity in a supermarket can be affected negatively if the customers are experiencing queue. The hypothesis was tested by spreading out an online survey and a sample of 108 respondents was gathered. The hypotheses were not supported, suggesting that queue has no role in moderating types of supermarket and customer equity. In addition, the analysis revealed that Albert Heijn does best in leveraging the three drivers of customer equity, which are value equity, brand equity, and relationship equity."

"Tujuan penelitian ini adalah untuk melihat sikap responden terhadap Starbucks sebagai suatu green brand yang berujung kepada perilaku loyalitas. Starbucks dijadikan studi kasus utama penelitian ini dengan alasan karena Starbucks merupakan salah satu brand coffeeshop yang paling gencar melakukan green movement. Penelitian ini menargetkan konsumen Starbucks yang tergolong loyal dan berdomisili di daerah Jabodetabek, dengan jumlah responden mencapai 391 orang. Penelitian ini menggunakan berbagai macam variabel untuk diteliti, seperti utilitarian environmental benefits, warm glow benefits, dan green transparency sebagai tiga variabel independen utama yang memiliki pengaruh terhadap green perceived value konsumen, yang kemudian berdampak pada self-brand connection dan berujung pada brand loyalty. Metode yang digunakan dalam penelitian ini adalah structural equation modeling agar dapat mengukur pengaruh hubungan variabel penelitian secara simultan. Setelah penelitian dilakukan, hasil menunjukkan bahwa ketiga variabel independen utama mempengaruhi green perceived value yang juga berperan sebagai mediasi antara ketiga variabel independen dengan brand loyalty melalui variabel self-brand connection.

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The purpose of this study is to observe how respondent rsquo s attitude towards Starbucks as a green brand, and how it later influences their loyalty behaviors. This study focuses on Starbucks because it is one of the leading coffeeshop in terms of green movement and initiatives. This study targets Starbucks consumers who are considered loyal to the brand and who reside in Jabodetabek, with the total number of respondents up to 391.

There are various variables that are used in this study, such as utilitarian environmental benefits, warm glow benefits, and green transparency as the main independent variables which are considered to have an effect on green perceived value, which later on also influences self brand connection of Starbucks consumers , and ultimately affects the brand loyalty of their consumers.

This study uses structural equation modeling as its main methodology, as it is able to calculate the significance of every relationship simultaneously. This study results in the first three independent variables significantly affected green perceived value, in which it is also found to affect brand loyalty through self brand connection."

"Era baru perbankan di Indonesia telah tiba dengan adanya transformasi digital di sektor perbankan. Bank digital menjadi pilihan utama masyarakat generasi muda khususnya generasi milenial dan generasi Z. Bagaimana konsumen memilih bank digital dan terus menggunakannya? Penelitian ini mencoba menjawab pertanyaan dengan memahami peran keterikatan pelanggan (customer engagement) terhadap minat penggunaan berkelanjutan (continuous usage intention). Penulis menghubungkan aplikasi bank digital dengan kepuasan pelanggan (customer satisfaction) dan pelanggan akan komitmen untuk mengikatkan diri ke aplikasi bank digital yang dipilih. Penulis menggunakan structural equation modelling (SEM) untuk menguji model penelitian dengan sampel pelanggan generasi milenial dan generasi Z (n = 200). Hasil penelitian menunjukkan bahwa ada pengaruh positif dari kepuasan pelanggan (customer satisfaction) ke keterikatan pelanggan (customer engagement) dan minat penggunaan berkelanjutan (continuous usage intention) pelanggan generasi tersebut. Temuan ini dapat memberikan masukan untuk pengembangan aplikasi dan strategi pemasaran yang sesuai dengan pelanggan, terutama generasi milenial dan Z. Perusahaan aplikasi digital lainnya di Indonesia bisa menarik kesimpulan apa harapan pelanggan milenial dan generasi Z. Sepengetahuan penulis, belum banyak artikel yang membahas bank digital, hubungan antara penggunaan aplikasi yang merupakan pengaruh anteseden terhadap kepuasan pelanggan dan pengaruh keterlibatan pelanggan terhadap minat penggunaan berkelanjutan di Indonesia.

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A new era of banking in Indonesia has arrived with digital transformation in the banking sector. Digital banks are the main choice of young people, especially millennials and Generation Z. How do consumers choose digital banks and continue to use them? This research tries to answer the question by understanding the role of customer engagement on continuous usage intention. The author connects digital bank applications with customer satisfaction and customers will be committed to attaching themselves to the selected digital bank application.

"ABSTRAKPenelitian ini bertujuan untuk meneliti faktor determinan (driver) dari consumer-based halal brand equity yang diartikan sebagai preferensi terhadap salah satu merek dibanding dengan merek lain yang sejenis hanya dikarenakan atribut halal yang ditawarkan oleh sebuah merek. Penelitian ini menggunakan aspek religiusitas sebagai faktor kunci dalam menentukan faktor determinan dari consumer based halal brand equity, yang pada penelitian ini ditentukan oleh keterlibatan masa lalu mereka terhadap konsumsi halal serta keinginan konsumen dalam mencari manfaat spiritual dengan mengonsumsi produk produk bermerek halal. Penelitian ini menggunakan metode Structural Equation Modelling dimana pengambilan data menggunakan teknik single cross-sectional melalui bantuan kuesioner dengan sampel konsumen muslim di Indonesia. Hasil penelitian ini menunjukkan bahwa religiusitas (khususnya religiusitas intrinsik) adalah faktor kunci dalam menentukan perilaku konsumsi halal konsumen (consumer halal choice behavior) dan manfaat spiritual (self expressive religious benefit) yang merupakan pendorong ekuitas merek halal berbasis konsumen (consumer based halal brand equity). Studi ini menemukan consumer based halal brand equity lebih dipengaruhi oleh perilaku konsumsi halal konsumen (consumer halal choice behavior) daripada manfaat spiritual yang diperoleh dari mengonsumsi produk bermerek halal (self-expressive religious benefit). Studi ini juga menemukan bahwa logo halal sebagai variabel moderasi dapat memberikan kepercayaan tambahan atau bahkan menciptakan keraguan dalam konsumsi halal konsumen. Temuan ini penting bagi perusahaan multinasional yang beroperasi di negara dengan mayoritas populasi Muslim untuk menyediakan produk yang memenuhi kebutuhan konsumen Muslim yang dipengaruhi oleh aspek religiusitas.

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ABSTRACT

This study aims to examine the drivers of halal consumer-based halal brand equity which are interpreted as preferences for one brand compared to other similar brands only due to the halal attributes offered by a brand. This study uses aspects of religiosity as a key factor in determining the drivers of consumer-based halal brand equity, which in this study are determined by their past involvement in halal consumption and the desire of consumers to seek spiritual benefits by consuming halal-branded products. Furthermore, this study also uses halal logo as a moderating variable. This study uses the Structural Equation Modeling method. The samples are gathered by using single cross-sectional technique through online questionnaire with samples are muslim consumers in Indonesia. The results of this study indicate that religiosity (specifically intrinsic religiosity) is a key factor in determining consumer halal choice behavior and self-expressive religious benefit which are the driver of consumer based halal brand equity. This study found that consumer based halal brand equity largely depends on consumer halal choice behavior (their past involvement in halal consumption) rather than self expressive religious benefit (seeking for spiritual benefit). This study also found that halal logo as moderating can give additional confidence or even create doubt in consumers halal consumption. These findings are important for multinational companies which operating in a country with a majority of the Muslim population to provide products that meet the needs of Muslim consumers that can be influenced by aspects of religiosity."

"ABSTRAK

Penelitian ini berfokus pada pengaruh permission e-mail marketing terhadap brand image dan consumer behavior. Penelitian ini menggunakan desain riset konklusif desriptif single cross-sectional kepada 185 responden dengan menggunakan teknik purposive sampling. Responden yang dipilih merupakan responden yang memiliki Starbucks Card dan menyetujui untuk dikirimkan e-mail oleh Starbucks. Setelah mengolah data menggunakan Structural Equation Modeling SEM dengan AMOS 21, didapatkan hasil bahwa permission e-mail marketing mempunyai peran dalam membangun attitudes toward e-mail ad, attitudes toward e-mail ad mempunyai peran dalam membangun brand image, serta brand image dapat mendorong consumer behavior. Penelitian ini juga menunjukkan bahwa perceived intrusiveness tidak melemahkan secara signifikan pengaruh permission e-mail marketing terhadap attitudes toward e-mail ad, serta brand image tidak dapat secara langsung mempengaruhi consumer response tanpa melalui intentions toward sender. Hasil lain yang didapatkan adalah dua aspek dari permission e-mail marketing, yaitu quality of information dan financial rewards merupakan aspek terpenting dalam membangun attitudes toward e-mail ad yang positif.

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ABSTRACT

The focus of this study is the effect of permission e mail marketing on brand image and consumer behavior. This study used conclusive descriptive single cross sectional research and the 185 respondents were drawn through purposive sampling. The criteria of the respondents must had Starbucks Card and allow Starbucks to send them e mail advertising. The gathered data then analyzed using Structural Equation Model SEM with AMOS 21. The result showed that permission e mail marketing had a role in building attitudes toward e mail ad, attitudes toward e mail ad had a role in building brand image and brand image encouraged consumer behavior. The result also stated that perceived intrusiveness didn rsquo t weaken the effect of permission e mail marketing on attitudes toward e mail ad and brand image couldn rsquo t affect consumer response without intentions toward sender. Beside that, it also stated that the two aspects of permission e mail marketing, which was quality of information and financial rewards, had an important part in building positive attitudes toward e mail ad."