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Abstrak :
ABSTRAK
Penelitian ini bertujuan untuk menganalisa pengaplikasian city branding Kota Bukittinggi menggunakan model pengukuran yang menghubungkan brand equity dengan pendahulunya attitude toward the brand dan brand image dan konsekuensinya brand preference , brand equity di bentuk oleh tiga dimensi yaitu brand awareness, brand loyalty, dan perceived quality. Penelitian ini merupakan penelitian kuantitatif melalui online survey terhadap sampel 250 wisatawan yang pernah berkunjung ke Kota Bukittinggi dalam kurun waktu 1 tahun terakhir. Pengujian hipotesi mengunakan analisis SEM. Pada penelitian ini ditemukan bahwa attitude toward the brand mempengaruhi brand equity, brand equity berpengaruh pada brand preference secara positif dan signifikan, dan brand equity terdiri dari brand loyalty dan perceived quality.

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ABSTRACT
The purpose of this study is to analyze the application of city branding in Bukittinggi city using a measurement model to link brand equity to its antecedents attitude toward the brand and brand image and consequences brabd preference , brand equity consists of 3 dimensions brand awareness, brand loyalty and perceived quality . The design research is quantitative with online survey as a tool to collect data from 250 tourists who travelled to Bukittinggi City in the past year. As for hypothesis testing, SEM analysis was used. The findings show that attitude toward the brand positively and significantly contributes to brand equity, brand equity positively and significantly contributes to brand preferences, and brand equity consists of brand loyalty and perceived quality.

Abstrak :
Mengkonsumsi air mineral dalam kemasan (AMDK) merupakan hal biasa yang dilakukan sehari-hari, walaupun telah diketahui bahwa sampah plastik sisa kemasannya mengancam kelestarian lingkungan. Situasi tersebut merupakan salah satu contoh dilema sosial. Hal ini menarik peneliti untuk menguji Nilai Schwartz (konformitas, kebajikan, universalisme, kekuasaan, dan keamanan) sebagai prediktor alasan mengkonsumsi AMDK (kepraktisan, terpaksa) dan peran perceived efficacy dalam memoderasi prediksi tersebut. Penelitian dilakukan melalui Google Form secara online pada Mahasiswa Universitas Indonesia (N: 132) yang mengalami dilema ketika mengkonsumsi AMDK. Adapun hasil penelitian menunjukkan bahwa Nilai Schwartz tidak signifikan memperdiksi alasan mengkonsumsi AMDK dan perceived efficacy tidak memberi efek moderasi yang signifikan dalam prediksi tersebut. Kelima jenis nilai tersebut ditemukan sebagai nilai yang dominan pada responden secara umum, yang mana nilai universalime dan kebajikan bertentangan dengan konformitas, kekuasaan dan keamanan, dan nilai yang bertentangan tidak dapat memotivasi perilaku. Penelitian botol plastik selanjutnya disarankan menyertakan faktor perilaku konsumsi AMDK yang lebih kaya.

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Consuming bottled mineral water (AMDK) has been a regular activity in our daily life, although we have known that the plastics waste has threatened our environment. That situation has been a kind of social dilemma. This issue has attracted the researcher to test Schwartz's Values (i.e. conformity, benevolence, universalism, power, and security) as a predictor in reasons why people have consumed AMDK (for a practical reason and compulsion), and the role of perceived self-efficacy to moderate that prediction. This study conducted by using Online Google Form to Universitas Indonesia?s students (N: 132) who have been in a dilemma in consuming AMDK. The result of this research has shown that Schwartz's Values were not significant to predict the reasons of consuming AMDK. Moreover, perceived self-efficacy did not have significant effect of moderation in that prediction. In general, all types of values have found as dominated values on respondents. In which, universalism and benevolence conflicted with conformity, power, and security. In fact, these conflicted values cannot motivate specific behavior. Future study should address another representative factors of consuming AMDK.