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"Industri fesyen adalah salah satu kontributor utama pada sektor ekonomi kreatif di Indonesia. Produk domestik bruto (PDB) industri tekstil dan pakaian jadi mencapai Rp35,17 triliun pada kuartal II tahun 2022. Tren fesyen di Indonesia pada mulanya banyak mengadaptasi gaya busana masyarakat luar negeri. Namun tren ini mulai bergeser dengan munculnya banyak merek lokal yang mulai dikenal oleh masyarakat. Co-branding merupakan strategi pemasaran yang populer digunakan oleh para pemasar untuk mengenalkan produknya. Terdapat banyak merek fesyen lokal di Indonesia yang berkolaborasi dengan influencers media sosial untuk menjangkau lebih banyak konsumen. Penelitian ini dilakukan untuk mengetahui faktor co-branding apa saja yang dapat memengaruhi pembelian konsumen terhadap produk kolaborasi merek fesyen lokal dengan social media influencers (SMI). Model penelitian dibangun menggunakan teori reasoned action dan teori co-branding untuk memahami faktor-faktor yang mempengaruhi niat beli. Penelitian dilakukan secara kuantitatif dengan menyebarkan kuesioner secara online. Analisis sebanyak 206 data responden dilakukan dengan metode Partial Least Square (PLS-SEM). Hasil penelitian menunjukkan bahwa faktor SMI expertise mempengaruhi perceived fit yang lebih lanjut memengaruhi attitude towards co-brand dan purchase intention. Sedangkan faktor brand coolness, self-brand connection with influencers dan product involvement tidak ditemukan mempengaruhi perceived fit.

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The fashion industry is one of the main top contributors to the creative economy sector in Indonesia. The gross domestic product (GDP) of the textile and apparel industry reached IDR 35.17 trillion in the second quarter of 2022. At the beginning of its development, Indonesian fashion trends still adapted many foreign fashion styles. However, this trend began to shift with the emergence of many local brands that began to be recognized by the public. Co-branding is a popular marketing strategy used by marketers to introduce their products. There are many local fashion brands in Indonesia that collaborate with social media influencers to reach more consumers. This research was conducted to find out what co-branding factors can influence consumer purchases of local fashion brand collaboration products with social media influencers (SMI). The research model was built using reasoned action theory and co-branding theory to understand the factors that influence purchase intention. The research was conducted quantitatively by distributing questionnaires online. Analysis of 206 respondent data was carried out using the Partial Least Square (PLS-SEM) method. The results showed that the SMI expertise factor affects perceived fit which further affects attitude towards co-brand and purchase intention. While the factors of brand coolness, self-brand connection with influencers and product involvement were not found to affect perceived fit."

"Penelitian ini membahas sikap konsumen milenial terhadap heritage luxury brand dan motivasi pembelian konsumen terhadap heritage luxury brand, dengan melakukan studi pada merek Louis Vuitton. Melalui pendekatan kualitatif dan wawancara mendalam dengan informan yang merupakan milenial sekaligus konsumen dari merek Louis Vuitton, peneliti ingin mengeksplorasi bagaimana sikap milenial terhadap heritage luxury brand dan bagaimana motivasi pembelian yang dimiliki milenial dalam mengonsumsi produk Louis Vuitton. Hasil penelitian menunjukkan bahwa secara umum, motivasi pembelian milenial terhadap produk heritage luxury brand didasari oleh karakteristik dari produk atau merek, terutama dari segi kualitas, ketahanan, dan value yang dimiliki produk, yang dinilai klasik serta timeless. Selain itu, kelompok sosial juga menjadi salah satu elemen yang mendorong adanya motivasi pada milenial dalam mengonsumsi heritage luxury brand. Secara umum, motivasi pembelian milenial terhadap heritage luxury brand sebagian besar didorong oleh karakteristik produk itu sendiri.

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This research discusses millennials’ consumer attitudes and purchase motivation towards heritage luxury brands by conducting a study on Louis Vuitton. Through a qualitative approach and in-depth interviews with informants who are, as well, consumers of Louis Vuitton, this study explores millennials’ behavior towards heritage luxury brands and the motivation behind their purchase of Louis Vuitton products. The result shows that mostly, the purchase motivation is driven by the product value, especially in terms of quality, durability, and the inheritance value, which describes the sustainability and timelessness of the products. In addition, social group is also one of the elements that motivates millennials to consume heritage luxury brand. In general, millennials take hold of motivation towards heritage luxury brand heritage that mostly relies on the characteristics of the product.

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"Kehadiran media sosial meningkatkan kesempatan pelaku bisnis untuk memasarkan produknya secara lebih kreatif dan inovatif. Peningkatan media sosial juga menghadirkan definisi baru terhadap kemunculan artis di media sosial yang dikenal sebagai Youtuber dan juga Celebgram dalam platform Youtube dan Instagram. Fenomena ini mendorong pemasar untuk melakukan endorsement terhadap influencer di media sosial. Penelitian ini ditujukan untuk melihat pengaruh Youtuber dan Celebgram dalam bentuk interaksi parasosial parasocial interaction yang terjadi antara influencer terhadap followersnya dalam membentuk persepsi dan niat beli konsumen terhadap produk yang di endorse para influencer. Untuk itu, penelitian ini mengembangkan model penelitian yang melihat pengaruh parasocial interaction terhadap brand perception. Model yang dikembangkan kemudian divalidasi menggunakan Structual Equation Modelling SEM , data penelitian didapat dari hasil survey dengan menyebarkan kuesioner kepada wanita berusia 18 hingga 34 tahun. Hasil penelitian ini mengkonfirmasi bahwa atribut dari PSI yaitu ketertarikan fisik, sosial, dan sikap homofili dapat mempengaruhi persepsi merek dan pada akhirnya mendorong konsumen untuk melakukan pembelian.

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Social media presence increases the chances businesses to market their products in a more creative and innovative way. Increased social media also presents a new definition to the emergence of artists in social media known as YouTuber and also Celebgram in Youtube and Instagram. This phenomenon encourages marketers to make endorsement to Youtuber and Celebgram. This study aimed to determine the effect YouTuber and Celebgram in the form of interaction parasosial parasocial interaction that occurs between the influencer to their followers in shaping consumer perceptions and purchase intentions for the product that was endorsed by the influencers. Therefore, this study developed a research model that saw parasocial interaction effect on brand perception. The models were developed and then validated using structual Equation Modeling SEM , the research data obtained from the survey by distributing questionnaires to women aged 18 to 34 years. The results of this study confirm that the attributes of the PSI that is, physical attractiveness, social and homophile attitude can affect brand perception and in turn encourage consumers to make purchases."

"Meningkatnya kolaborasi antara perusahaan dan organisasi amal telah menjadi tren global di mana istilah Cause-Related Marketing (CRM) digunakan untuk menjelaskan fenomena ini. Karena strategi ini menjadi tren di seluruh dunia, pemasar perlu memahami apakah peranbudaya (misalnya self-construal) pada perilaku pembelian dan perspektif kegiatan CRM mereka akan berbeda di seluruh pasar. Untuk menjawab masalah ini, studi ini menyelidiki efek dari self-construals pada niat mereka untuk membeli produk CRM dan sikap merek terhadap CRM dengan mengoperasionalkan self-construals menggunakan data lintas negara. Selain itu, peran emosi (misalnya empati) diperhitungkan dalam menengahi hubungan ini. Dengan melakukan survey dengan partisipan dari Indonesia (saling bergantung) dan Belanda (independen), penelitian ini mengungkapkan dukungan dari literatur sebelumnya bahwa self-construals yang saling bergantung (Interdependent Self-construal) memiliki niat yang lebih tinggi untuk membeli produk CRM dari pada self-construals independen dan hubungan diberikan melalui peran mediasi empati. Meskipun self-construals tidak berbeda secara signifikan pada sikap mereka terhadap merek yang mempraktikan CRM, empati ditemukan menjadi faktor yang menengahi interpretasi diri yang saling bergantung untuk memiliki sikap yang lebih menguntungkan terhadap merek yang mempraktikkan CRM dari pada interpretasi diri independen. Praktis, pemasar disarankan untuk fokus pada penerapan strategi CRM di negara di mana strategi CRM dipandang lebih menguntungkan dan menguntungkan.

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The rise of collaboration between companies and charitable organizations has become a global trend where the term Cause-Related Marketing (CRM) is used to explain this phenomenon. As this strategy becomes a worldwide trend, the marketers need to understand whether the role of culture (e.g. self-construal) on their buying behavior and perspectives of CRM activities will differ across markets. To answer the problem, the current study investigates the effect of self-construals on their intention to purchase CRM products and brand attitudes towards CRM by operationalizing the self-construals using cross-country data. Besides, the role of emotion (e.g. empathy) was taken into account in mediating these relationships. By conducting surveys with Indonesian (interdependent) and the Netherlands (independent) participants, the present study reveals support from previous literature that the interdependent self-construals have higher intention to purchase CRM products than the independent self-construals and the relationship is exerted through the mediating role of empathy. Although self-construals do not differ significantly on their attitudes towards brand practicing CRM, empathy was found to be the factor mediating the interdependent self-construals to have more favorable attitudes towards brand practicing CRM than the independent self-construals. Practically, marketers are recommended to focus on implementing the CRM strategy in a country where the CRM strategy is viewed as more favorable and profitable."

"Restoran menjadi salah satu sektor bisnis yang sangat terdampak oleh Pandemi COVID-19. Restoran all you can eat termasuk jenis restoran yang mengalami penurunan jumlah pengunjung yang drastis akibat pandemi. Dibutuhkannya strategi bisnis yang disesuaikan pada perilaku konsumen selama pandemi. Penelitian ini bertujuan untuk menguji pengaruh perceived safety & brand trust, fair price, perceived risk, government trust, dan solidarity with restaurant sector terhadap intention to visit restoran all you can eat. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan melakukan survei melalui penyebaran kuesioner terhadap 150 responden secara online untuk mengumpulkan data. Data diolah menggunakan SPSS versi 26.0. Hasil penelitian menunjukan perceived safety & brand trust, fair price, government trust, dan solidarity with restaurant sector secara parsial berpengaruh positif terhadap intention to visit restaurant. Selanjutnya perceived risk berpengaruh negatif terhadap intention to visit restaurant. Perceived safety & brand trust, fair price, perceived risk, government trust, dan solidarity with restaurant sector berpengaruh signifikan secara simultan terhadap intention to visit restaurant. Faktor-faktor tersebut selanjutnya harus diperhatikan oleh restoran all you can eat dalam menarik minat konsumen untuk berkunjung.

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Restaurant is one of the most business sector that affected by COVID-19 pandemic. All You Can Eat is one of restaurant type that has a drastic decrease in the number of visitors due to the pandemic. Therefore, an adapted strategy is needed based on consumer’s behaviour during the pandemic. This study aims to examine the effect of perceived safety and brand trust, fair price, perceived risk, government trust, and solidarity with restaurant sector toward consumer’s intention to visit all you can eat restaurant. This study uses a quantitative approach by conducting online survey through distributing questionnaires in order to collect the data from 150 respondents. The data was processed using SPSS software version 26.0. The results showed that perceived safety and brand trust, fair price, government trust, and solidarity with restaurant sector partially had a positive effect toward consumer’s intention to visit all you can eat restaurant. Furthermore, perceived risk had a negative effect toward consumer’s intention to visit all you can eat restaurant. Perceived safety and brand trust, fair price, perceived risk, government trust, and solidarity with restaurant sector had a significant simultaneous effect toward consumer’s intention to visit all you can eat restaurant. These factors must be considered by all you can eat restaurant for attracting consumers to visit."

"The growth of social media users worldwide are increasing rapidly, making it as one of the strongest platform option to conduct marketing activities. This research aims to analyze the effectiveness of social media marketing activities (SMMAs) on brand equity to enhance customers e-WOM activity and repurchase intention in the airline industry. Its expected that the result of this research may be used as fundamental data in the development of the effectiveness airline SMMA strategies. Data will be collected with survey from airline passengers who are the followers of the airlines social media accounts. The collected data were analyzed using SEM. The result showed that Perceived Risk was the most significant SMMA dimension, and Brand Equity is significantly affected by airline SMMAs. Its also validated that only Brand Awareness influence significantly on e-WOM and Repurchase Intention, while Brand Image has contrary result. As for e-WOM has positive impact on Repurchase Intention.

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Pertumbuhan pengguna media sosial di seluruh dunia meningkat pesat, menjadikannya sebagai salah satu opsi platform terkuat untuk melakukan kegiatan pemasaran. Penelitian ini bertujuan untuk menganalisis efektivitas kegiatan pemasaran media sosial pada Ekuitas Merek untuk meningkatkan aktivitas e-WOM pelanggan dan Intensi Pembelian Kembali dalam industri penerbangan. Diharapkan bahwa hasil penelitian ini dapat digunakan sebagai data mendasar dalam pengembangan efektivitas strategi pemasaran pihak maskapai. Data dikumpulkan dengan survei dari penumpang maskapai yang merupakan pengikut akun media sosial maskapai. Data yang terkumpul dianalisis menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa Risiko Persepsi adalah dimensi SMMA yang paling signifikan, dan Ekuitas Merek dipengaruhi secara signifikan oleh SMMA maskapai. Ini juga memvalidasi bahwa semua dimensi Ekuitas Merek berpengaruh secara signifikan pada e-WOM tetapi tidak pada Intensi Pembelian Kembali, sementara e-WOM berdampak pada Intensi Pembelian Kembali."

"Saat ini sektor industri kosmetik lokal di Indonesia sedang tumbuh dengan pesat. Salah satu merek kosmetik lokal adalah Make Over, yang menggunakan influencer endorsement sebagai strategi pemasarannya. Penelitian ini bertujuan untuk menguji pengaruh kredibilitas influencer endorser Abel Cantika terhadap sikap merek, pengaruh sikap merek terhadap minat beli pengikut milenial Instagram Make Over, pengaruh kredibilitas influencer endorser Abel Cantika terhadap kredibilitas merek Make Over, dan pengaruh kredibilitas merek Make Over terhadap minat beli pengikut milenial Instagram Make Over. Penelitian ini menggunakan pendekatan kuantitatif dengan online survey untuk mengumpulkan data. Hasil penelitian menunjukan kredibilitas influencer endorser berpengaruh positif terhadap sikap merek, sikap merek berpengaruh positif terhadap minat beli, kredibilitas influencer endorser berpengaruh positif terhadap kredibilitas merek, dan kredibilitas merek berpengaruh positif terhadap minat beli. Penelitian ini merekomendasikan agar Make Over perlu memilih influencer yang memiliki karakteristik yang menarik untuk menjadi influencer endorser agar meningkatkan sikap merek dari konsumen terhadap Make Over, Make Over perlu menjadikan Abel Cantika sebagai brand ambassador ataupun influencer endorser tetap dari Make Over, dan, Make Over perlu untuk meningkatkan kredibilitas merek dengan mempertahankan nama dari Make Over dikalangan konsumen.

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Nowdays local cosmetic indusrty sector in Indonesia is growing rapidly. One of the local cosmetic brand is Make Over, which is uses influencer endorsement its marketing strategy. This study aims to examine the effect of influencer endorser credibility “Abel Cantika” on brand attitude, the effect of brand attitude on purchase intention of millenial followers of Make Over Intagram, the effect of influencer endorser credibility “Abel Cantika” on Make Over brand credibility, and the effect of Make Over brand Credibility on purchase intention of millenial followers of Make Over Intagram. In this study the researcher used influencer endorser credibility, brand attitude, and brand credibility theory from Wang et al., and purchase intention theory from Chin et al. This study uses a quantitative approach with online survey methods for collecting data. The results of this study indicate that influencer endorser credibility positively influences brand attitude, brand attitude positively influence purchase intention, influencer endorser credibility positively influences brand credibility, and brand credibility positively influence purchase intention. This research recommends that Make Over needs to choose influencers who have attractive characteristics to become endorser influencers in order to increase the brand attitude of consumers towards Make Over, Make Over needs to make Abel Cantika a brand ambassador or permanent endorser influencer of Make Over, and Make Over is needs to increase brand credibility by maintaining the name of the Make Over among consumers."

"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."

"Store brand merupakan salah satu strategi yang diterapkan oleh peritel untuk dapat bersaing di pasar. Terdapat beberapa faktor yang digunakan untuk menjelaskan perilaku pembelian store brand. Berdasarkan penelitian sebelumnya, store image, store brand price image dan perceived risk berpengaruh terhadap purchase intention produk store brand. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh store image, store brand price image dan perceived risk terhadap purchase intention produk store brand Watsons. Penelitian menggunakan metode Structural Equation Modeling (SEM) untuk menguji hipotesis penelitian. Tehnik pengumpulan data dengan cara survei melalui kuesioner. Populasi dan sampel dalam penelitian adalah pengunjung ataupun pembeli di ritel Watsons JABODETABEK dengan jumlah sampel sebanyak 180 responden yang dipilih secara acak. Hasil dari penelitian menunjukkan bahwa store image perceptions dan store brand price image berpengaruh positif terhadap store brand purchase intention.

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Store brand is one of retailer's strategy to be competitive in the market. Several factors have been underlined to explain store brands' (SBs) purchase behavior.Based on previous research, store image, store brand price image and perceived risk have an influence toward store brand purchase intention. The purpose of this study was to examine the effect store image, store brand price image and perceived risk on purchase intention of store brand products Watsons. A research using Structural equation modeling to test the hypothesized relationships. Methods of data collection by survey techniques. Populations and samples in this study are the visitor or buyer at 'Drugstore Watsons' JABODETABEK, with a total sample of 180 respondents were randomly selected. The result of this study shows that store image perceptions and SB price-image positif influence significantly SB purchase intention."

"Perkembangan industri luxury fashion menunjukan peningkatan ditandai dengan banyaknya gerai luxury fashion yang masuk dan berkembang di pasar Indonesia. Masyarakat Indonesia dikenal dengan gaya konsumerisme khususnya pada kelas menengah sebagai penggerak ekonomi. Hal tersebut menjadikan Indonesia target bagi merek-merek luxury fashion untuk mengembangkan pasar Indonesia. Untuk meningkatkan penjualan, pelaku bisnis luxury fashion harus mengetahui faktor-faktor pendorong pembelian sehingga dapat membuat strategi untuk meningkatkan penjualan. Untuk itu, penelitian ini dilakukan dengan tujuan untuk mengetahui faktor yang mendorong sikap terhadap barang luxury fashion pada kelas menengah yaitu: brand consciousness, materialism, social comparison, fashion innovativeness, fashon involvement, dan need for uniqueness. Hasilnya adalah brand consciousness, materialism, fashion involvement dan need for uniqueness terbukti signifikan sebagai faktor yang dapat mendorong sikap kelas menengah terhadap barang luxury fashion sedangkan social comparison dan fashion innovativeness tidak mempengaruhi terhadap sikap terhadap barang luxury fashion.

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The development of luxury fashion industry showed an increase in the number of luxury fashion brands that expand in Indonesian market. Indonesian people are famous of their consumerism behaviors especially in the middle class as an economic driver. It makes Indonesia as a target for luxury fashion brands to develop their brand in the Indonesian market. To increase sales, business people in luxury fashion should know the factors driving the purchase so they can make strategies to increase their sales. Therefore, this study was conducted in order to determine the factors that encourage attitude towards luxury fashion goods in the middle class. Factors to be tested are brand consciousness, materialism, social comparison, fashion innovativeness, fashon involvement, and need for uniqueness. The result is brand consciousness, materialism, fashion involvement and need for uniqueness proved as significant factors that can encourage attitudes towards luxury fashion goods in the middle class while social comparison and fashion innovativeness does not affect the attitude towards luxury fashion good. "