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"Label kualitas merupakan salah satu atribut produk yang dianggap penting dalam proses keputusan pembelian. Meski demikian, studi mengenai peran label kualitas masih jarang dilakukan dan beberapa temuan menghasilkan temuan yang kontradiktif. Untuk mengisi kesenjangan yang ada dalam literatur, penelitian ini bermaksud untuk mengkaji pengaruh label kualitas terhadap sikap konsumen (kualitas produk dan niat membeli) dalam mengambil keputusan pembelian produk, tergantung pada brand familiarity dan keterlibatan produk. Penelitian ini dilakukan dengan 2 studi eksperimen. Desain eksperimen studi 1 yaitu 2 (label kualitas: ada vs tanpa label) x 2 (Brand familliarity : familiar vs unfamiliar) dengan eksperimen between- and within-subject. Partisipan studi 1 diperoleh sebanyak 155 mahasiswa S1 Universitas Indonesia. Sedangkan, desain eksperimen studi 2 yaitu 2 (label kualitas: ada vs tanpa label) x 2 (keterlibatan produk : tinggi vs rendah) dengan eksperimen between- and within-subject. Partisipan studi 2 diperoleh sebanyak 266 mahasiswa S1 Universitas Jendral Soedirman. Hasilnya menunjukan bahwa pengaruh label kualitas terhadap persepsi kualitas produk dan niat membeli produk tergantung pada brand familiarity. Hal yang sama, pengaruh label kualitas terhadap persepsi kualitas produk dan niat membeli produk tergantung pada keterlibatan produk.

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Quality label is one of the attributes of the products that are considered important in the purchase decision process. However, studies on the role of the quality label is rarely conducted and some of the findings resulted in contradictive findings. To fill the existing gap in the literature, this study intends to examine the effect of quality label on consumer attitudes (product quality and purchase intention) in making purchasing decisions of products, depends on brand familiarity and product involvement.

This research was conducted with two experimental studies. Experimental design of study 1 was 2 (quality label : present vs not present) x 2 (brand familiarity: familiar vs unfamiliar) with a between- and within-subject experiments. Participants of study 1 was obtained as many as 155 bachelor students from University of Indonesia. Meanwhile, experimental design of study 2 was 2 (quality label : present vs not present) x 2 (product involvement: high vs low) with a between- and within subject experiments. Participants of study 2 was obtained as many as 266 bachelor students from Jenderal Soedirman University.

The result shows that the effect of quality label on perceived product quality and intention to buy the product depends on brand familiarity. Similarly, the effect of quality label on perceived product quality and intention to buy the product depends on product involvement."

"Penelitian ini bertujuan untuk memajukan kerangka kerja konseptual yang menjelaskan pengaruh country of origin image pada purchase intention konsumen dengan peran moderasi consumer ethnocentrism yang secara eksplisit dimodelkan dan diuraikan. Consumer ethnocentrism (CE) diuji sebagai faktor moderasi antara country of origin image dan perceived brand prestige, dan antara country of origin image dan perceived product quality, dan antara country of origin image dan purchase intention. Model yang diusulkan memberikan kesaksian tentang hasil penelitian kuantitatif dalam survei yang dilakukan dengan metode convenience sampling yang menargetkan konsumen Generasi Y yang telah menggunakan produk perawatan kulit wajah di Indonesia, yaitu 303 responden. Survey online menggunakan Google Form dengan cara snowball melalui chat Whatsapp. Analisis data digunakan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa terdapat pengaruh positif country of origin image terhadap perceived brand prestige, perceived product quality, dan purchase intention konsumen. penelitian ini juga menemukan bahwa perceived product quality berpengaruh signifikan terhadap purchase intention. Selain itu, consumer ethnocentrism mengurangi hubungan positif antara country of origin image dan perceivd product quality serta mengurangi perceived brand prestige. Temuan penelitian ini juga menyiratkan bahwa pemasar harus membangun strategi pemasaran yang sesuai untuk meningkatkan purchase intention konsumen Indonesia

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This research aims to advance a conceptual framework that illuminates the impact of country of origin image on consumer’s purchase intention with moderating roles of consumer ethnocentrism which is explicitly modelled and decomposed. Consumer ethnocentrism (CE) was tested as a moderating factor between country of origin image and perceived brand prestige and between country of origin image and perceived product quality. The proposed model testified drawing on the results of quantitative research in a survey conducted on a convenience sample targeting Generation Y consumers who have used facial skin care products in Indonesia, that is 202 respondents. An online survey using Google Form is conducted with snowball manner via Whatsapp chat. Data was analyzed by using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Results indicated that there was a positive impact of country of origin image on perceived brand prestige, perceived product quality and consumers’ purchase intention. Moreover, this study also found that perceived product quality has significant effect on purchase intention. Furthermore, consumer ethnocentrism has no moderating effect on purchase intention. The findings also implied that marketers should build a suitable marketing strategy to increase consumers’ purchase intentions"

"Dengan datangnya era VUCA-BANI dan kompetisi yang ketat akibat pemain yang semakin padat, kasus brand transgression seringkali dialami merek-merek dalam industri kecantikan. Nobi et al (2021) dalam penelitianya menyatakan bahwa hal ini dapat diatasi dengan mendorong brand forgiveness dan brand evangelism untuk dapat meningkatkan brand relationship quality pasca terjadinya kasus. Skripsi ini memiliki tujuan untuk menganalisis bagaimana pengaruh brand transgression terhadap brand relationship quality melalui brand forgiveness dan brand evangelism sebagai variabel mediasi. Objek penelitian yang digunakan peneliti adalah kasus brand transgression yang dialami oleh merek kecantikan Carasun. Penelitian ini menggunakan pendekatan kuantitatif melalui metode survei berdasarkan purposive sampling. Jumlah responden dalam penelitian ini adalah 105 responden yang didapatkan melalui online questionnaire. Dengan analisis menggunakan teknik analisis jalur dan pengujian hipotesis menggunakan sobel test, penelitian ini menemukan bahwa brand transgression berpengaruh secara positif dan signifikan terhadap brand relationship quality dimediasi oleh brand forgiveness pada kasus merek Carasun. Selain itu, ditemukan juga bahwa hipotesis kedua ditolak yaitu brand transgression berpengaruh secara negatif dan tidak signifikan terhadap brand relationship quality dimediasi oleh brand evangelism pada kasus merek Carasun. Penelitian ini diharapkan dapat memberikan rekomendasi dan saran bagi perusahaan pra dan pasca terjadinya brand transgression. Dengan diterimanya hipotesis pertama, usaha Carasun dinilai efektif. Untuk itu, perusahaan dapat mencontoh upaya Carasun dalam mendorong brand forgiveness. Selain itu dengan diterimanya hipotesis kedua, maka perusahaan dapat fokus mendorong faktor lain yang mempengaruhi brand evangelism dikarenakan masih ditemukanya pengaruh positif dan signifikan kepada variabel brand relationship quality.

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With the arrival of the VUCA-BANI era and intense competition due to increasingly denser players, brand transgression cases are often experienced by brands in the beauty industry. Nobi et al (2021) in their research stated that this can be overcome by encouraging brand forgiveness and brand evangelism to be able to improve brand relationship quality after a case has occurred. This thesis aims to analyze how brand transgression influences brand relationship quality through brand forgiveness and brand evangelism as mediating variables. The research object used by researchers is the case of brand transgression experienced by the beauty brand Carasun. This study uses a quantitative approach through a survey method based on purposive sampling. The number of respondents in this study were 105 respondents who were obtained through an online questionnaire. By analyzing using path analysis techniques and testing hypotheses using the sobel test, this study found that brand transgression has a positive and significant effect on brand relationship quality mediated by brand forgiveness in the case of the Carasun brand. In addition, it was also found that the second hypothesis was rejected. This research is expected to provide recommendations and suggestions for companies before and after a brand transgression occurs. With the acceptance of the first hypothesis, Carasun's efforts are considered effective. For this reason, companies can emulate Carasun's efforts in encouraging brand forgiveness. Besides that, by accepting the second hypothesis, the company can focus on encouraging other factors that influence brand evangelism because there is still a positive and significant influence on the brand relationship quality variable."