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"[ABSTRAKDewasa ini banyak perusahaan yang ingin membuat produk yang unik. Salah satu cara untuk membuat produk yang beda dan unik adalah dengan menggunakan strategi co-branding,salah satu tipe co-branding adalah co-branding simbolik yang menjadi fokus pada penelitian ini salah satu contoh produk co-branding simbolik adalah BlackBerry Porsche.Penelitian ini dibuat untuk meneliti pengaruh dari Self congruity and attitude towards Porsche,product category involvement dan need for uniqueness terhadap purchase probability pada produk Blackberry Porsche di Indonesia.Hasil penelitian ini memperlihatkan Attitude towards Porsche berpengaruh positif pada purchase probability Blackberry Porche tetapi setelah diteliti lebih lanjut konsumen lebih memntingkan fungsi dan fitur yang menarik daripada hanya sebatas logo Porsche pada smartphoneABSTRACTToday many companies want to create a unique product. One way to make products that are different and unique is to use co-branding strategy, one type of co-branding is a symbolic co-branding which is the focus of this research,one example of symbolic co-branded products is BlackBerry Porsche. This study was made to analyse the effect of self congruity and attitude towards Porsche, product category involvement and the need for uniqueness of the Blackberry Porshe purchase probability in Indonesia. the result in this study showed the attitude towards Porsche brand is correlate significantly to purchase probability but consumers prefer more features and function that is he weakness of Blackberry Porsche so, blackberry needs to improve their features and spesificaton to gain more purchase probability;Today many companies want to create a unique product. One way to make products that are different and unique is to use co-branding strategy, one type of co-branding is a symbolic co-branding which is the focus of this research,one example of symbolic co-branded products is BlackBerry Porsche. This study was made to analyse the effect of self congruity and attitude towards Porsche, product category involvement and the need for uniqueness of the Blackberry Porshe purchase probability in Indonesia. the result in this study showed the attitude towards Porsche brand is correlate significantly to purchase probability but consumers prefer more features and function that is he weakness of Blackberry Porsche so, blackberry needs to improve their features and spesificaton to gain more purchase probability;Today many companies want to create a unique product. One way to make products that are different and unique is to use co-branding strategy, one type of co-branding is a symbolic co-branding which is the focus of this research,one example of symbolic co-branded products is BlackBerry Porsche. This study was made to analyse the effect of self congruity and attitude towards Porsche, product category involvement and the need for uniqueness of the Blackberry Porshe purchase probability in Indonesia. the result in this study showed the attitude towards Porsche brand is correlate significantly to purchase probability but consumers prefer more features and function that is he weakness of Blackberry Porsche so, blackberry needs to improve their features and spesificaton to gain more purchase probability, Today many companies want to create a unique product. One way to make products that are different and unique is to use co-branding strategy, one type of co-branding is a symbolic co-branding which is the focus of this research,one example of symbolic co-branded products is BlackBerry Porsche. This study was made to analyse the effect of self congruity and attitude towards Porsche, product category involvement and the need for uniqueness of the Blackberry Porshe purchase probability in Indonesia. the result in this study showed the attitude towards Porsche brand is correlate significantly to purchase probability but consumers prefer more features and function that is he weakness of Blackberry Porsche so, blackberry needs to improve their features and spesificaton to gain more purchase probability]"

"ABSTRAKTesis ini mengembangkan konsep customer brand co-creation behaviour sebagai bagian dari service dominant logic era yang dilakukan melalui media virtual brand community pada industri video game serta memberikan analisis mengenai fenomena tersebut terkait bagaimana customer brand co-creation behaviour dapat terjadi dan apa dampak dari adanya customer brand co-creation behaviour. Hasil menunjukkan bahwa customer brand co-creation behaviour dapat terjadi melalui brand engagement, brand self-congruity dan category involvement yang mana masing-masing hal tersebut adalah unik, memiliki peran dan cara tersendiri dalam mendorong seseorang untuk melakukan co-creation. Selain itu, virtual brand community dapat dimanfaatkan untuk mendorong seseorang melakukan co-creation yang pada akhirnya akan berpengaruh terhadap pengetahuan seseorang mengenai brand dan persepsi value dari brand.

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ABSTRACTThis thesis develops the concept of customer brand co creation behaviour as part of service dominant logic era which take place through virtual brand community within video game industry and provide the analysis about how customer brand co creation behaviour occur and what is the consequences. The result implies that customer brand co creation behaviour take place through brand engagement, brand self congruity and category involvement which have unique trait and distinct role and different mechanism to encourage people to co create. Furthermore, virtual brand community could be exploited to encourage people to co create. In return, this behaviour would increase customer brand knowledge and perceived brand value."