Hasil Pencarian  ::  Simpan CSV :: Kembali

"Penelitian ini menganalisis secara komprehensif mengenai penerapan peranan logo merek terhadap komitmen customer terhadap suatu merek pada Toyota, Honda, Panasonic, dan Samsung di Indonesia. Dengan menggunakan metode SEM, penelitian ini menemukan bahwa brand logo dapat memiliki peranan terhadap customer's brand commitment melalui dua cara yaitu dengan dimediasi dengan brand logo benefits/identification dan dengan memasukkan efek moderasi dari brand extension.

---

A study about the role of brand logo on Apple iPhone 4s adoption intention in Indonesia which includes the mediating role of brand logo benefits/identification and the moderating effect of brand extension. Using SEM to process the data, the research found that social influence influences adoption intention through two ways. The first one is by the mediation of brand logo benefits/identification and the second one is by including the effect of moderating variables of brand extension."

"Kepuasan dan komitmen terhadap suatu merek dapat mempengaruhi kesetiaan merek serta keinginan untuk membeli kembali merek tersebut. Penelitian ini bertujuan untuk melihat pengaruh dari kepuasan merek dengan anteseden nilai, kualitas dan ekuitas merek yang dirasakan serta komitmen merek dan dampaknya terhadap kesetiaan merek dan keinginan membeli kembali pada merek Toyota. Hasil survey dari 120 sampel dengan metode analisis structural equation modeling (SEM), menyatakan bahwa kepuasan dan komitmen terhadap merek secara signifikan berpengaruh positif terhadap kesetiaan merek dan keinginan membeli kembali merek khususnya pada merek Toyota. Walaupun hanya nilai dan kualitas merek yang dirasakan yang secara signifikan berpengaruh positif terhadap kepuasan merek.

---

Brand satisfaction and brand commitment affected the automotive brand loyalty and repurchase intention. This study focused to analyze influence of brand satisfaction, with perceived brand value, quality, and equity as antesedents of brand satisfaction and brand commitment especially Toyota users and impacted their brand loyalty and repurchase intention to the Toyota brand. Survey of 120 sample who analyzed with structural equation modeling (SEM), suggested that brand satisfaction and brand commitment on automotive affecting their brand loyalty and brand repurchase intention. But only perceived brand value and quality that directly affected the brand satisfaction, perceived brand equity didn’t directly affect the brand satisfaction."

"Laporan magang ini berisi tentang deskripsi perusahaan, proses pembelajaran individu selama masa magang, serta persepsi karyawan mengenai internal branding suatu departemen pada suatu perusahaan perbankan dalam rangka pengembangan brand ambassador oleh karyawan kepada pihak luar perusahaan. Untuk mengembangkan brand ambassador, terdapat empat faktor yang mempengaruhi, yaitu employee perceived brand knowledge, employee perceived brand importance, employee perceived brand role relevance, dan employee brand commitment. Pengolahan data dalam penelitian ini menggunakan analisis regresi dalam program SPSS 20. Hasil penelitian ini menunjukkan bahwa brand importance dan brand role relevance mempengaruhi penciptaan brand ambassador perusahaan, serta brand commitment memediasi hubungan antara brand importance dan brand role relevance kepada brand endorsement.

---

This report explore about a company description, lesson learned during internship period, and also about employees perception regarding internal branding of certain department in a banking company for the sake of developing brand ambassador by the employee to outside party. There are four factors that influence the development of brand ambassador, which are employee perceived brand knowledge, employee perceived brand importance, employee perceived brand role relevance and employee brand commitment.

The data processing in this research are using the regression analysis using the software SPSS 20. The result of this research shows that brand importance and brand role relevance affect brand endorsement of the firm; meanwhile brand commitment mediates the relationship between brand importance and brand role relevance with brand endorsement."

"[Penelitian ini berisi tentang pengaruh dari employee brand trust dan employee brand commitment terhadap brand citizenship behavior. Hipotesis yang diuji menggunakan data yang diambil dari 151 orang pramugari dan pramugara pada sebuah perusahaan BUMN yang bergerak di bidang penerbangan melalui survei online dan survei secara langsung. Dengan menggunakan structural equation modeling, hasil yang didapat adalah berpengaruhnya secara positif employee brand trust terhadap employee brand commitment begitu pula terhadap brand citizenship behavior. Pengaruh mediasi employee brand commitment terhadap employee brand trust dan brand citizenship behavior juga terbukti dalam penelitian ini.

---

This study contains the influence of employee brand trust and employee commitment to the brand brand citizenship behavior. The hypothesis was tested using data taken from the 151 flight attendants at a state-owned company engaged in the field of aviation through online surveys and direct survey. By using structural equation modeling, the results obtained are positively influential brand trust employee on employee commitment, so did the brand to brand citizenship behavior. Mediating influence on employee commitment, employee brand brand trust and brand citizenship behavior is also evident in this study., This study contains the influence of employee brand trust and employee commitment to the brand brand citizenship behavior. The hypothesis was tested using data taken from the 151 flight attendants at a state-owned company engaged in the field of aviation through online surveys and direct survey. By using structural equation modeling, the results obtained are positively influential brand trust employee on employee commitment, so did the brand to brand citizenship behavior. Mediating influence on employee commitment, employee brand brand trust and brand citizenship behavior is also evident in this study.]"

"Skripsi ini membahas tentang pengaruh dari brand community Honda Brio yang terdiri dari brand kripsi ini membahas tentang pengaruh dari brand community Honda Brio yang terdiri dari brand community identification dan brand community commitment terhadap brand identification dan brand commitment Honda Brio dengan melihat peran mediasi dari brand attachment dan peran moderasi dari perceived community-brand similliarity. Pengolahan data dalam penelitian ini menggunakan analisis path dalam program Smartpls 2.0. Hasil penelitian ini membuktikan bahwa brand community secara signifikan mempengaruhi brand identification dan brand commitment, brand attachment memiliki peran mediasi yang penting sedangkan efek moderasi perceived community-brand similiariy hanya ada pada satu hubungan sedangkan efek moderasi perceived community-brand similiariy hanya ada pada satu hubungan.

---

This research discusses about the This research discusses about the effect of Honda Brio’s brand community which consists of brand community identification and brand community commitment on brand identification and brand commitment toward Honda Brio with the mediation role of brand attachment and moderation role of perceived community-brand similarity. Smartpls 2.0 was used to process the data.

The result of this research indicates that brand community has a significant effect on brand identification and brand commitment. Brand attachment play a full mediatin role but perceived community-brand similiarity only moderates one relation."

"In the competitive era of retailing, retailers need to understand the importance of store format preferences.The study aimed to understand consumer store loyalty; in-depth interview was conducted toexamine consumer store loyalty antecedents for two retail formats: specialty stores and multi brandstores. The study conceptualizes store loyalty factors like program loyalty, trust and brand commitment.Trust and brand commitment act as mediating factors between store image and store loyaltyformats, and also between brand image and store loyalty formats. The findings highlight how consumerstore loyalty preference differ for these two formats.Dalam era kompetisi dalam sektor ritel dewasa ini, para peritel perlu memahami pentingnya preferensiformat toko konsumen. Penelitian ini bertujuan untuk menganalisis loyalitas toko konsumen.Untuk menjawab tujuan tersebut, para peneliti melaksanakan wawancara mendalam untuk mengeksplorasifaktor yang mempengaruhi loyalitas toko konsumen dari dua jenis format toko ritel, yaituspecialty store dan multibrand store. Penelitian ini mengkonseptualisasikan faktor-faktor yang mempengaruhiloyalitas toko seperti loyalitas program, kepercayaan dan komitmen merek. Kepercayaandan komitmen merek berfungsi sebagai faktor yang memediasi hubungan antara citra toko dan loyalitasterhadap toko. Selain itu, kepercayaan dan komitmen merek juga memediasi hubungan antaracitra merek dengan loyalitas terhadap toko. Temuan penelitian ini menunjukkan bahwa konsumenmemiliki perbedaan preferensi loyalitas terhadap dua jenis toko yang diteliti (specialty store danmultibrand store)."

"Internal Brand Management IBM bagian dari Employer Branding, untuk membangun value proposition yang bertujuan untuk mempertahankan karyawan potensial bagi perusahaan. Penelitian ini bertujuan mengetahui dampak IBM terhadap brand commitment, employee job satisfaction, dan intention to stay pada maskapai penerbangan X. Hipotesis diuji dengan menggunakan data yang dihimpun dari 131 karyawan maskapai penerbangan X dan diolah menggunakan metode Structural Equation Modelling SEM . Hasil penelitian menunjukkan IBM berpengaruh positif terhadap brand commitment, employee job satisfaction, dan intention to stay. Job satisfaction berpengaruh positif terhadap brand commitment. Job satisfaction dan brand commitment berpengaruh positif terhadap intention to stay.

---

Internal Brand Management IBM is a part of Employer Branding, to develop a value proposition for retaining potential employees for the Company. The aims of this study is to find out the impact of IBM to brand commitment, employee job satisfaction and intention to stay on an X Airlines Company. Hypotheses were tested using collected data from 131 employees of an X Airlines Company and were analyzed using Structural Equation Modelling SEM method. The result of this study reveals that IBM has a positive effect towards brand commitment, employee job satisfaction and intention to stay. Job satisfaction has a positive effect on brand commitment. Job satisfaction and brand commitment have a positive effect on intention to stay."

"ABSTRAKTirto.id merupakan portal berita daring yang menggunakan Digital Content berupainfografis pada Instagram untuk menyampaikan informasi berita kepada pembacanya.Digital Content infografis digunakan untuk menyampaikan berita dengan singkat jelas,dan desain visual yang menarik. Penelitian ini bertujuan untuk mengetahui peran DigitalContent infografis mampu mempengaruhi Brand Advocacy pada pembaca dalamkonteks komunikasi pemasaran. Pengaruh tersebut akan dilihat secara langsung dan tidaklangsung melalui tiga variabel mediasi yaitu Brand Trust, Brand Credibility, dan BrandCommitment. Penelitian ini merupakan penelitian kuantitatif dengan survei sebagai alatuntuk pengambilan data. Unit analisis penelitian ini adalah para pengikut akun InstagramTirto.id. Dianalisis menggunakan Analisis Jalur, penelitian ini menemukan bahwa tidakadanya pengaruh secara langsung yang diberikan oleh Digital Content infografis terhadap Brand Advocacy. Di sisi lain, pengaruh secara tidak langsung terjadi padapenelitian ini dengan variabel mediasi melakukan fungsinya secara sempurna. Kata kunci : Komunikasi Pemasaran, Digital Content, Brand Advocacy, Brand Trust,Brand Credibility, Brand Commitment, Path Analysis.

---

ABSTRACT Tirto.id is an online news portal that used infographics as Digital Content on Instagramto convey news information to its readers. Digital Content infographics is used todeliver the news in a brief, clear and attractive visual design. This study aims to determinethe role of Digital Content infographics and its affect to reader rsquo s Brand Advocacy onmarketing communication context. The effect will be seen directly and indirectly throughthree mediation variables Brand Trust, Brand Credibility, and Brand Commitment. Thisresearch is a quantitative research with survey as a tool for data retrieval. The unit ofanalysis of this research is the followers of Instagram account of Tirto.id. Analyzed usingPath Analysis, this study found that there is no direct effect given by Digital Content infographic to Brand Advocacy. On the other hand, indirect influence occurred in thisstudy with the mediation variables performing their functions perfectly.Keywords Marketing Communications, Digital Content, Brand Advocacy, Brand Trust,Brand Credibility, Brand Commitment, Path Analysis"

"Go-Jek merupakan transportasi online yang dikenal masyarakat Indonesia. Dalam mempertahankan diri dari pada pesaing, maka Go-Jek harus siap bersaing dengan competitor lainnya dan terus mengembangkan inovasi untuk dapat bertahan di industry transportasi online ini. Oleh karena itu, Go-Jek harus merumuskan strategi pemasaran yang efektif agar dapat meningkatkan dan mempertahankan pangsa pasarnya. Go-Jek menggunakan alat komunikasi, yaitu Bauran Promosi atau dikenal dengan Marketing communications Mix untuk meningkatkan keputusan pembelian dari konsumen. Alat yang digunakan untuk pengukuran dari Marketing communications Mix yang terdiri dari Advertising, Sales Promotion, Event, Direct Marketing, Internet Marketing, Personal Selling, dan Word-of-mouth. Tiap indikator tersebut mempunyai cara dan peran masing-masing dalam pendekatan ke konsumen. Penelitian ini akan berfokus pada hubungan secara langsung dari Marketing communications Mix yang digunakan Go-Jek terhadap keputusan pembelian atau penggunaan jasa, baik hubungan secara langsung atau menggunakan mediator dari Brand Trust, Brand Credibility, dan Brand Commitment. Penelitian diharapkan dapat memberikan masukan untuk penelitian selanjutnya, khususnya mengenai Marketing Communications Mix terhadap keputusan pembelian atau penggunaan jasa dengan ataupun tanpa mediator, di industri yang sama atau berbeda.

---

Go Jek is an online transportation known to the people of Indonesia. In defending from competitors, Go Jek must be ready to compete with other competitors and continue to develop innovations to survive in this online transportation industry. Therefore, Go Jek must formulate effective marketing strategies in order to increase and maintain its market share. Go Jek uses a communication tool, the Promotional Mix or otherwise known as Marketing Communications Mix to improve purchasing decisions from consumers. Tools used for measurement of Marketing Communications Mix consisting of Advertising, Sales Promotion, Event, Direct Marketing, Internet Marketing, Personal Selling, and Word of mouth. Each of these indicators has their own ways and roles in the approach to the consumer. This study will focus on the direct relationship of Marketing Communications Mix that Go Jek uses to purchase or use decisions, either directly or using the mediators of Brand Trust, Brand Credibility, and Brand Commitment. Research is expected to provide input for further research, particularly regarding Marketing Communications Mix on purchasing decisions or use of services with or without mediators, in the same or different industries. "

"ABSTRAKTeori dan penelitian terbaru telah menunjukkan keberhasilan brand community dalam menjalin hubungan jangka panjang dengan pelanggan (Carlson, Suter, & Brown, 2008). Oleh karena itu, pemasar menjadi semakin tertarik menciptakan brand community. Namun, dasar-dasar psikologis persepsi pelanggan tentang komunitas dengan pengguna merek lain kurang dieksplorasi. Teori yang diaplikasikan dalam penelitian ini adalah Social Identity Theory dengan menguji anteseden baru dari Psychological Sense of Brand Community (PSBC) di kalangan pengguna iPhone. Structural Equation Modeling (SEM) digunakan untuk menilai hubungan yang dihipotesiskan. Hasil penelitian menunjukkan bahwa PSBC berkontribusi positif terhadap komitmen dan loyalitas pengguna iPhone.

---

ABSTRACTRecent theory and research efforts have demonstrated the efficacy of brand communities at establishing long-term relationships with their customers (Carlson, Suter, & Brown, 2008). Therefore, marketers become increasingly interested in creating brand communities. However, the psychological underpinnings of customer perceptions about the community with other brand users are less explored. The theory applied in this study is Social Identity Theory by examining new antecedents from Psychological Sense of Brand Community (PSBC) among iPhone users. Structural Equation Modeling (SEM) was used to assess the hypothesized relationships. The findings showed that PSBC positively contributes to iPhone users commitment and loyalty"