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"Pengakomodasian gaya bahasa yang dilakukan oleh Kaesang Pangarep pada media sosial-nya merupakan salah satu strategi pemasaran yang ditargetkan untuk Generasi MZ. Penelitian ini memiliki tujuan untuk menganalisis pengaruh Linguistic Style Matching terhadap tingkat kepercayaan (Brand Trust) pengguna Instagram terhadap Kaesang Pangarep, selaku Ketua Umum Partai Solidaritas Indonesia yang menggunakan teknik convergent pada pengakomodasian gaya bahasanya (gaya bahasa yang mengikuti audiens). Pada penelitian ini, kedua variabel tersebut diuji melalui variabel mediasi Perceived Relationship Investment yang terdiri dari (1) Quality of Interaction, (2) Benevolence, dan (3) Perceived Interaction Effort. Kuesioner disebar melalui fitur direct message Instagram kepada 250 pengikut Kaesang Pangarep (@kaesangp) dengan rincian 125 responden Generasi Milenial dan 125 responden Gen Z. Pre-test dilakukan sebelum penelitian utama untuk menguji validitas dan reliabilitas dengan menggunakan SPSS 20.0. Lalu, analisis data menggunakan SEM-PLS (Structural Equation Modeling-Partial Least Square) dengan pengolahan data menggunakan perangkat lunak SMARTPLS-3. Hasil dari penelitian menunjukkan tiga dari empat hipotesis yang ada di dalam penelitian ini memiliki hubungan positif dan signifikan. Hipotesis yang ditolak adalah pengaruh antara Extent of Accommodation dengan Brand Trust. Studi ini memberikan rekomendasi dalam lingkup pemasaran untuk meningkatkan kepercayaan (Brand Trust) menggunakan strategi pemasaran pengakomodasian gaya bahasa Generasi MZ pada interaksi sosial media yang juga diselaraskan dengan kualitas interaksi, intensi kebaikan, dan usaha interaksi yang baik.

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Accommodating language styles carried out by Kaesang Pangarep on his social media is one of the marketing strategies targeted at the MZ Generation. This research aims to analyze the influence of Linguistic Style Matching on the level of trust (Brand Trust) of Instagram users towards Kaesang Pangarep, as General Chair of the Indonesian Solidarity Party, who uses convergent techniques to accommodate his language style (a language style that follows the audience). In this research, these two variables were tested through the mediating variable Perceived Relationship Investment which consists of (1) Quality of Interaction, (2) Benevolence, and (3) Perceived Interaction Effort. The questionnaire was distributed via the Instagram direct message feature to 250 followers of Kaesang Pangarep (@kaesangp) with details of 125 Millennial Generation respondents and 125 Gen Z respondents. The pre-test was carried out before the main research to test validity and reliability using SPSS 20.0. Then, data analysis using SEM-PLS (Structural Equation Modeling-Partial Least Square) with data processing using SMARTPLS-3 software. The results of the research show that three of the four hypotheses in this study have a positive and significant relationship. The hypothesis that is rejected is the influence between Extent of Accommodation and Brand Trust. This study provides recommendations within the scope of marketing to increase trust (Brand Trust) using a marketing strategy that accommodates the language style of the MZ Generation in social media interactions which is also aligned with the quality of interactions, good intentions and good interaction efforts."

"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."

"Untuk bersaing dengan para kompetitor sebuah bisnis harus dapat membuat ikatan dengan para pelanggannya, ikatan antara merek dengan pelanggannya ini dinamakan brand attachment. Brand attachment dapat terbentuk melalui beberapa faktor seperti brand experience dan brand trust. Penelitian ini mempunyai tujuan untuk menjelaskan bagaimana brand attachment terhubung dengan brand experience. Selain itu juga untuk mengetahui bagaimana peran mediasi brand trust, penghasilan dan umur. Penelitian ini dilakukan terhadap masyarakat DKI Jakarta yang merupakan pelanggan Restoran Sederhana. Dengan menganalisis 113 responden melalui kuesioner online. Data dianalisis menggunakan regresi linier sederhana dan regresi linier berganda. Hasil penelitian menunjukkan adanya pengaruh positif antara brand experience dengan brand attachment pada pelanggan Restoran Sederhana di DKI Jakarta, dan tidak ada efek mediasi dari penghasilan terhadap hubungan brand trust dengan brand attachment, dan tidak ada juga efek mediasi umur terhadap hubungan brand experience dengan brand attachment pada pelanggan Restoran Sederhana di DKI Jakarta. Brand trust terbukti memediasi hubungan brand experience dengan brand attachment, dan penghasilan yang lebih rendah terbukti memediasi hubungan brand experience terhadap brand trust pada pelanggan Restoran Sederhana di DKI Jakarta.

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To compete with its competitors, a business must be able to make bonds with its customers, this bond between brands and customers is called brand attachment. Brand attachment can be formed through several factors such as brand experience and brand trust. This study aims to explain how brand attachment relates to brand experience. In addition, to find out how the mediating role of brand trust, income, and age. This research was conducted on the people of DKI Jakarta who are customers of Restoran Sederhana. By analyzing 113 respondents through an online questionnaire. Data were analyzed using simple linear regression and multiple linear regression thrpugh SPSS 25. The results showed that there was a positive influence between brand experience and brand attachment on Restoran Sederhana customers in DKI Jakarta, and there was no mediating effect of income on the relationship between brand trust and brand attachment, and there was also no mediating effect of age on the relationship between brand experience and brand attachment. Simple Restaurant customers in DKI Jakarta. Brand trust has been proven to mediate the relationship between brand experience and brand attachment, and lower income has been proven to mediate the relationship between brand experience and brand trust for Restoran Sederhana customers in DKI Jakarta."

"Industri otomotif di Indonesia lima tahun telah teijadi persaingan antara merek-merek yang berasal dari pabrikan Jepang, Eropa, dan Amerik:a, bebkan China. Produsen berusaba untuk mendapetkan customer perceived value yang positif dan brand trust sehingga loyalitas dari konsumen akan tereapai. Melalul penelitian ini pemdis ingin melihat loyalitas pengguna mobil di Jakarta yang dipengaruhi oleh customs perceived value dan brand trust. Serta ingin mengetahul apakah tiga variebel tersebut mempunyai pengaruh yang positif. Penelitian ini menggunakan menggunakan kuesloner yang disebarkan kepada responden dan menggunakan regresi sederhana dalam menganalisa data primernya. Hasilnya customer perceived value dan brand trust memang mempengarubi dari loyalitas pengguna mobil di Jakarta.

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Automotive Industry in Indonesia has a positive growth for five years behind. The competition is happen between Japan, Europe, America and China car to get market share in Indonesia. They all innovative to get positive customer perceived value and brand trust from customer. With customer perceived value and brand trust can generate brand loyalty from customer. The research subjects are car users and they are asked to respond the questionnaire on understanding the effect of customer perceived value and brand trust on brand loyalty. The research is use a simple regression to analyze the primary data. And 1he result is customer perceived value and brand trust has a positive effect on car users brand loyalty in Jakarta."

"Penelitian ini bertujuan untuk mengetahui bahwa pengalaman merek pada konsumen Gojek Indonesia memiliki pengaruh terhadap loyalitas merek. Sampel yang digunakan dalam penelitian ini merupakan para pengguna Gojek Indonesia yang berdomisili di Indonesia yang berusia 18-28 tahun. Terdapat sebanyak 290 responden terkumpul yang menggunakan metode purposive sampling. Kemudian, diolah dan dianalisis menggunakan Partial Least Square - Structural Equation Model (PLS-SEM). Hasil penelitian ini menunjukkan pengaruh dari pengalaman merek yang dirasakan oleh konsumen Gojek Indonesia terhadap loyalitas merek melalui persepsi kualitas dan kepercayaan merek. Penelitian ini menunjukkan bahwa loyalitas merek dipengaruhi secara langsung oleh pengalaman merek, persepsi kualitas, dan kepercayaan merek. Selain itu, persepsi kualitas dan kepercayaan merek juga memiliki efek mediasi terhadap hubungan antara pengalaman merek dan loyalitas merek. Penelitian ini diharapkan dapat membantu perusahaan pada industri on-demand service dalam meningkatkan loyalitas merek dari konsumen mereka.

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This study aims to determine that the brand experience of Gojek Indonesia customers has an influence on brand loyalty. The samples used in this study are Gojek Indonesia users who are domiciled in Indonesia aged 18-28 years. There were 290 respondents collected using purposive sampling method. The date is processed and analyzed using Partial Least Square - Structural Partial Model (PLS-SEM). The results of this study show the influence of the brand experience felt by Gojek Indonesia customers on brand loyalty through perceived quality and brand trust. This study shows that brand loyalty is directly influenced by brand experience, perceived quality, and brand trust. Moreover, perceived quality and brand trust also have a mediating effect on the relationship between brand experience and brand loyalty. This study is expected to help companies in the on-demand service industry in increasing brand loyalty from their customers."

"Brand extension merupakan strategi yang penting dilakukan bagi setiap merek. Sebuah merek induk atau parent brand mengembangkan produk baru yang berbeda menggunakan strategi merek yaitu memanfaatkan brand equity dan brand relationship yang sudah dimiliki oleh merek induk tersebut untuk mempermudah penerimaan brand extension kepada pelanggan. Tujuan dari penelitian ini adalah untuk menganalisis customer brand relationship terhadap brand extension acceptance dan brand equity terhadap brand extension acceptance dari pengguna Instagram Shop. Metode penelitian menggunakan pendekatan kuantitatif dengan metode survei dan teknik pengambilan data purposive sampling melalui kuesioner online. Data dihasilkan dari 210 konsumen Instagram Shop untuk memberikan dukungan kuat untuk model penelitian. Teknik analisa data pada penelitian ini menggunakan analisis multivariat dengan regresi sederhana. Hasil dari penelitian ini menunjukkan bahwa terdapat hubungan positif yang signifikan antara customer brand relationship terhadap brand extension acceptance, serta adanya hubungan positif yang signifikan antara brand equity terhadap brand extension acceptance dari pengguna Instagram Shop di masa pandemi Covid-19. Penelitian ini merekomendasikan agar Instagram Shop dapat memaksimalkan customer-brand relationship, dengan membangun ikatan yang kuat kepada pengguna Instagram, dan memanfaatkan brand equity untuk konsumen dapat dengan mudah menerima brand extension dari Instagram yaitu Instagram Shop dengan serta meningkatkan kualitas, keamanan, dan kegunaan dari Instagram Shop.

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Brand extension is an important strategy for every brand. A parent brand develops a new product that is different using a brand strategy, namely utilizing the brand equity and brand relationships already owned by the parent brand to facilitate the acceptance of brand extensions to customers. The purpose of this study is to analyze the customer brand relationship to brand extension acceptance and brand equity to brand extension acceptance from Instagram Shop users. The research method uses a quantitative approach with survey methods and purposive sampling data collection techniques through online questionnaires. Data was generated from 210 Instagram Shop consumers to provide strong support for the research model. The data analysis technique in this study used multivariate analysis with simple regression. The results of this study indicate that there is a significant positive relationship between customer brand relationship and brand extension acceptance, as well as a significant positive relationship between brand equity and brand extension acceptance of Instagram Shop users during the Covid-19 pandemic. This study recommends that Instagram Shop can maximize customer-brand relationships, by building strong bonds with Instagram users, and utilizing brand equity so that consumers can easily accept brand extensions from Instagram, namely Instagram Shop by increasing the quality, security, and usability of Instagram Shop."

"Konsumen sekarang sudah tidak lagi mencari brand yang hanya dapat memberikan mereka tangible benefits, tetapi juga yang dapat memberikan intangible benefits. Mereka mencari brand yang dapat memikat dan menyentuh hati, sesuatu yang menarik. Konsumen menginginkan sesuatu yang lebih dari sebuah produk, mereka ingin merasakan sesuatu untuk merasa puas. Penting bagi sebuah brand untuk mengaplikasikan experiential marketing, untuk mencapai keberlanjutan pada bisnis. Yang kedepannya, dapat melahirkan konsumen yang loyal pada brand. Penelitian sebelumnya menunjukan hasil yang signifikan terhadap efek dari pengimplementasian brand experience terhadap terbentuknya brand loyalty, dengan efek mediasi terhadap hubungan tersebut. Penelitian ini bertujuan untuk menganalisa efek positif dari brand experience terhadap brand loyalty yang dimediasi oleh perceived quality, brand love, dan brand trust, dengan menggunakan konteks studi brand Sejauh Mata Memandang. Metode purposive sampling digunakan untuk mengambil data dari 196 responden yang berusia 15 hingga 65 tahun, yang sebelumnya telah membeli produk dari Sejauh Mata Memandang dalam kurun waktu satu tahun terakhir. PLS-SEM kemudian digunakan untuk mengolah data tersebut. Penemuan pada penelitian ini menunjukan bahwa efek dari brand experience terhadap brand loyalty terbukti tidak signifikan. Meskipun begitu, hubungan keduanya dimediasi secara signifikan melalui brand love dan brand trust.

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Consumers nowadays are no longer looking for brands who can only provide them with tangible benefits, but also ones with intangible benefits as well. They seek brands who can captivate their senses and touch their hearts with something that is fascinating, real and authentic. Consumers want more than a product, they want experience to be satisfied. It is critical for brands to practice experiential marketing in order to achieve business sustainability. Ultimately this would also result in loyal consumers towards the brand. Previous studies have shown significant results from implementing brand experiences towards building brand loyalty—with mediating effects in the relationship. This study aims to examine the positive effect of brand experiences towards brand loyalty mediated by perceived quality, brand love, and brand trust, in the context of Sejauh Mata Memandang. Purposive sampling methods were used to collect data from 196 respondents aged 15 to 65 who had purchased any products from Sejauh Mata Memandang in the previous year. Partial Least Squares Structural Equation Modeling (PLS-SEM) was then used to process the data collected. The findings of this study suggest that the effect of brand experience on brand loyalty has been proven to be positively insignificant. However, the relationship between brand experience and brand loyalty are mediated by brand love and brand trust."

"Meningkatnya kesadaran terhadap penggunaan produk perawatan kulit di masyarakat membuat banyak brand perawatan kulit yang muncul dan membuat semakin meningkatnya persaingan di industri kecantikan. Pemanfaatan saluran yang dapat membantu meningkatkan penjualan pun dilakukan oleh brand perawatan kulit salah satunya pada platform live stream shopping. Dalam meningkatkan penjualan dan menumbuhkan ketertarikan konsumen selama live stream shopping berlangsung, interaksi yang terjadi dapat menumbuhkan interpersonal relationship yang dapat mengarah pada tumbuhnya minat beli di antara pelanggan. Oleh karena itu, penelitian ini dilakukan untuk menganalisis pengaruh dimensi-dimensi interpersonal interaction terhadap purchase intention melalui initial trust sebagai variabel mediasi pada penonton live streaming Tiktok Shop Skintific. Penelitian ini merupakan penelitian kuantitatif dengan teknik pengumpulan data melalui survei berbentuk kuesioner Google Form yang disebarkan pada media sosial. Data yang terkumpul sebanyak 110 responden yang kemudian diolah dengan menggunakan IBM SPSS dan SmartPLS 4.0. Metode analisis yang digunakan adalah analisis statistik deskriptif dan analisis statistik inferensial dengan metode Partial-Least Square Structural Equation Modelling (PLS-SEM). Hasilnya menunjukkan bahwa dimensi perceived expertise, perceived similarity, dan perceived likeability memiliki pengaruh positif dan signifikan terhadap initial trust. Initial trust memiliki peran mediasi pada perceived expertise, perceived similarity, dan perceived likeability terhadap purchase intention tetapi tidak memiliki peran yang signifikan terhadap perceived familiarity

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The increasing awareness of skincare usage in society has led to the emergence of numerous skincare brands, intensifying competition in the beauty industry. Skincare brands are also utilizing various channels, such as the live stream shopping platform, to enhance sales. By engaging in live stream shopping, brands aim to boost sales and capture consumer interest. The interactions taking place during these live streams can foster interpersonal relationships, thereby stimulating customers' purchasing inclination. Hence, this study aims to analyze the impact of interpersonal interaction dimensions on purchase intention, with initial trust serving as the mediating variable, among the audience of the TikTok Shop Skintific live streaming platform. This research adopts a quantitative approach, employing a survey method facilitated through a Google Form questionnaire distributed on social media. The survey collected responses from 110 participants, and the data were subsequently analyzed using IBM SPSS and SmartPLS 4.0. The analytical techniques employed encompass descriptive statistical analysis and inferential statistical analysis, specifically utilizing the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The findings reveal that perceived expertise, perceived similarity, and perceived likeability significantly and positively influence initial trust. Initial trust plays a mediating role in the relationship between perceived expertise, perceived similarity, and perceived likeability toward purchase intention, while it does not significantly mediate perceived familiarity."

"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."

"Skripsi ini bertujuan untuk melihat apakah ada pengaruh dari brand evaluation, satisfaction dan trust terhadap brand loyalty serta brand relationship sebagai variabel mediasi pada penjualan smartphone di Jabodetabek. Menggunakan data survei terhadap 150 responden yang tersebar di Jabodetabek. Peneliti menemukan bahwa brand relationship yang menjadi variabel mediasi memiliki pengaruh yang signifikan terhadap brand loyalty sebagai variabel dependen. Selain itu dari penelitian ini juga didapat hasil bahwa brand evaluation dan brand satisfaction berpengaruh terhadap brand relationship. Dari penelitian ini didapati kesimpulan bahwa brand evaluation dan satisfaction berpengaruh terhadap brand relationship, kemudian didapati juga hasil bahwa brand relationship berpengaruh terhadap brand loyalty.

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This thesis aims to see whether there is an effect of brand evaluation, satisfaction and trust on brand loyalty and brand relationship as a mediating variable in smartphone sales in Jabodetabek. Using survey data of 150 respondents spread across Jabodetabek. Researchers found that brand relationship as a mediating variable has a significant effect on brand loyalty as the dependent variable. Apart from that, this research also shows that brand evaluation and brand satisfaction have an effect on brand relationships. From this study it was found that brand evaluation and satisfaction have an effect on brand relationship, then it was also found that brand relationship has an effect on brand loyalty."