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Abstrak :
Penelitian ini membahas mengenai pengaruh Brand personality terhadap pembentukan trust, attachment, dan commitment pada salah satu produk minuman teh dalam kemasan, yaitu studi kasus konsumen Teh Botol Sosro. Dalam penelitian ini, pengolahan data dilakukan dengan menggunakan Structural Equation Modeling dengan program LISREL 8.5. Hasil penelitian ini menunjukkan bahwa Brand personality mempunyai pengaruh positif serta signifikan terhadap Trust, Attachment dan Commitment. Interpretasi, limitasi, dan implikasi manajerial akan didiskusikan lebih lanjut. ......This research investigates the impact of brand personality on trust, attachment, dan commitment on one of the instant drinking tea product. The case study used is Teh Botol Sosro. In this research, Structural Equation Modeling (SEM) with LISREL 8.5 program has been used to process the data. The result shows that brand personality has a positive and significant effect on trust, attachment dan commitment. Interpretations, limitations, and managerial implications are discussed further.

Abstrak :
Skripsi ini membahas mengenai gaya kepemimpinan yang diterapkan oleh Kepala Kantor Perpustakaan dan Arsip Kota Administrasi Jakarta Selatan. Penelitian ini dilakukan pada bulan September - November tahun 2012. Adapun tujuan diadakannya penelitian ini untuk mengetahui gaya kepemimpinan yang diterapkan oleh kepala kantor dan selanjutnya melihat bagaimana pencapaian visi dan misi yang terdapat di Kantor Perpustakaan dan Arsip Kota Administrasi Jakarta Selatan. Adapun pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan metode survei. Pengumpulan data yang dilakukan melalui kuesioner dan didukung dengan wawancara serta observasi langsung di lapangan. Adapun hasil penelitian menunjukkan bahwa gaya kepemimpinan yang diterapkan oleh kepala kantor ialah gaya kepemimpinan demokrasi. Dampak dalam penerapan gaya demokrasi ini ialah sebagian besar para pegawai memahami secara jelas tupoksi yang diembannya sehingga pelaksanaan misi berjalan lancar dan hampir mengalami kemajuan yang berkesinambungan dalam mewujudkan visi yang terdapat di Kantor Perpustakaan dan Arsip Kota Administrasi Jakarta Selatan.

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This thesis analyzes the leadership style which is implemented by the Head of the South Jakarta Administration Library and Archive Office. This research was conducted in September - November 2012. The aim of this research is to understand the leadership style of the head of office and to observe how it affects the achievement of the vision and mission of the South Jakarta Administration Library and Archive Office. The approach used in this research is quantitative, conducted through a survey method. Collection of the data is carried out through questionaires and supported by a interview and a direct observation on the field. Results of the research show that the leadership style of the head of the office is democratic leadership. The effects of the implementation of this democratic leadership style is that most of the employees understand clearly the tasks that they are responsible of. This results in a smooth operation of their mission, nearly resulting in a continuous progress in achieving the visions of the South Jakarta Administration Library and Archive Office.

Abstrak :
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.

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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.

Abstrak :
[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.]

Abstrak :
Penelitian ini bertujuan untuk mengetahui pengaruh dari faktor Hubungan Brand dengan customer-nya yakni involvemnet, commitment, dan satisfaction terhadap kesetiaan customer terhadap brand tersebut Brand Loyalty dan perilaku word of mouth dari customer tersebut yang dimediasi oleh Brand Trust serta penelitian ini dilakukan pada brand ZARA di Indonesia. Penelitian ini menggunakan metode Structural Equation Method SEM dengan data primer yang dikumpulkan peneliti melalui kuesioner yang disebar di internet. Penelitian ini menemukan bahwa involvement dan commitment tidak berhubungan positif signifikan dengan Brand Trust. Selanjutnya, satisfaction memiliki pengaruh positif signifikan dengan Brand Trust. Penelitian ini juga menemukan bahwa involvement, commitment, dan satisfaction berhubungan positif signifikan secara langsung terhadap brand loyalty dan word of mouth. Sementara itu, brand trust tidak berhubungan secara positif signifikan terhadap brand loyalty dan word of mouth.

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This study aims to examine the influence of three components of customer brand relationship which are involvement, commitment, and satisfaction towards brand loyalty and word of mouth also mediated by brand trust among ZARA users in Indonesia. This study use Structural Equation Modelling SEM by collecting data with online administered questionnaire. The results of this study show that involvement and commitment are insignificantly influencing brand trust. this study also show that involvement, commitment, and satisfaction significantly influencing brand loyalty and word of mouth. In the other hand, brand trust insignificantly influencing brand loyalty and word of mouth.

Abstrak :
ABSTRAK
Perkembangan media sosial pada masa sekarang telah membuat cakrawala komunikasi menjadi lebih luas, hal ini juga memberikan pengaruh pada komunikasi pemasaran. Media sosial membangun hubungan dengan komunitas tertentu dan juga mempromosikan keterikatan secara aktif terhadap konsumen, dan memberikan tantangan baru kepada brand manager untuk mengembangkan mereknya. Facebook dipilih sebagai media sosial yang diteliti karena memiliki jumlah dan kualitas informasi pribadi penggunanya yang dapat diakses dan dapat diidentifikasi. Gaya hidup sehat terutama pada dewasa muda meningkat, terjadi peralihan konsumsi fast food dan soft drink ke healthy food serta air mineral dan minuman isotonik. Penelitian ini bertujuan untuk menganalisis pengaruh brand page commitment, brand awareness, word-of-mouth, serta annoyance terhadap minat beli konsumen terhadap minuman isotonik di Indonesia. Responden penelitian ini adalah anggota dari fan page minuman isotonik dimana sebuah kuesioner elektronik digunakan sebagai instrumen penelitian dan dianalisis menggunakan Structural Equation Model dengan Path Analysis. Hasil dari path analysis menunjukkan bahwa brand page commitment berpengaruh positif namun annoyance berpengaruh negatif terhadap minat beli konsumen. Brand page commitment adalah variabel yang memiliki pengaruh paling besar terhadap keinginan untuk membeli. Penelitian ini diharapkan mampu memberikan kontribusi terhadap literatur komunikasi pemasaran terutama interaksi konsumen terhadap merek di media sosial dan sebagai acuan kepada manajer pemasaran digital untuk lebih meningkatkan interaksi anggota fan page.

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ABSTRACT
The evolution of social media nowadays has widened the horizon of comunication this also has an effect to marketing communication. Social media build the relationship with specific community and promote the active engagement with consumers as well as give the new challenges to the brand manager to develop their brand. Facebook is chosen as social media under study because it has the biggest number and quality of personal information of its users which can be accessed and identified. Healthy life style is increasing especially in young adult the life style is shifted from fast food and soft drink consumption into healthy food and mineral water as well as isotonic drink. This study aims to analyze the effect of brand page commitment, brand awareness, word of mouth and annoyance to purchase intention of isotonic in Indonesia. The subject of this study is fan page member of isotonic drink rsquo s brand where the e questionnaire is used as the research instrument and has been analyzed by Structural Equation Model with Path Analysis. The result shows that brand page commitment affect positively to purchase intention, while annoyance affects negatively to purchase intention. Brand page commitment has the greatest influence to purchase intention. This study is expected to be able to contribute in marketing communication literature especially consumer interaction with selected brand in social media, as well as a reference to the digital marketing manager to increase the fan page engagement in social media.

Abstrak :
ABSTRAK
Teori 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.

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ABSTRACT
Recent 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

Abstrak :
Instagram menjadi ruang bagi para penggunanya untuk saling berinteraksi atau saling berinteraksi dengan brand page yang ada di dalamnya. Dalam keterlibatan pelanggan, ada beberapa faktor yang mempengaruhi perilaku pelanggan untuk terlibat dengan konten, yaitu keterlibatan, partisipasi pelanggan, dan komitmen. Dari hubungan keterikatan tersebut menghasilkan ikatan emosional terhadap merek yang dihasilkan pelanggan sehingga mengarah pada tingkat loyalitas pelanggan. Penelitian ini bertujuan untuk mengeksplor hubungan customer engagement pada konten giveaway yang diposting oleh brand di Instagram dan mengidentifikasi apakah ada hubungan antara customer engagement dan brand loyalty. Penelitian ini menggunakan purposive sampling dari 250 pengguna Instagram di Indonesia yang mengikuti dua akun brand di Instagram. SEM-PLS digunakan untuk melihat hubungan antar variabel. Temuan menyiratkan bahwa anteseden involvement, customer participation, dan commitment memiliki efek positif pada keterlibatan pelanggan dan memiliki pengaruh signifikan dalam menghasilkan loyalitas merek. Hasil memberikan pemahaman tentang strategi pemasaran digital dengan menguji pengaruh customer engagement terhadap brand loyalty melalui konten giveaway yang dibagikan di media sosial. ......Instagram is a space for its users to engage with each other or the brand pages in it. In customer engagement, there are several factors that influence customer behavior to engage with content, namely involvement, customer participation, and commitment. From this engagement relationship will produce an emotional bond to the brand generated by the customer so that it leads to a level of customer loyalty. This study aims to explore the relationship between engagement behavior on a giveaway content posted by a brand on Instagram and identify if there is a relationship between customer engagement and brand loyalty. This study uses purposive sampling from 250 Instagram users in Indonesia who followed two brand accounts on Instagram. SEM-PLS was used to see the relationship between variables. The findings imply that involvement, customer participation, and commitment have a positive effect toward customer engagement. Also, the antecedent of customer engagement has a significant effect on generating brand loyalty. The results provide a better understanding of digital marketing strategy by examining the influence of customer engagement toward brand loyalty by the giveaway content shared on social media.

Abstrak :
Penelitian ini bertujuan untuk mengetahui pengaruh dari Brand Community Experience terhadap Brand Community Commitment serta pengaruhnya terhadap Brand Trust dan Brand Loyalty pada komunitas merek sepatu lari di media sosial. Responden penelitian ini sebanyak 328 responden dengan sampel yang digunakan adalah anggota aktif komunitas merek sepatu lari di media sosial yang berdomisili di Indonesia. Secara umum pengukuran dilakukan dengan menggunakan metode Structural Equation Modeling (SEM) dengan menggunakan software SmartPLS. Hasil yang didapatkan dari analisis penelitian ini adalah seluruh dimensi dari Brand Community Experience memiliki pengaruh positif terhadap Brand Community Commitment terutama Information Experience. Brand Community Commitment juga berpengaruh positif terhadap Brand Attitude. Brand Attitude juga memiliki pengaruh positif terhadap Brand Trust dan Brand Loyalty serta Brand Trust memiliki pengaruh positif terhadap Brand Loyalty. Penelitian ini dapat membantu pengelola akun merek sepatu lari di media sosial untuk mengembangkan strategi yang tepat guna memaksimalkan pengalaman anggota dan meningkatkan komitmen mereka terhadap merek, dengan tujuan mendorong Brand Attitude yang positif, Brand Trust, dan Brand Loyalty terhadap merek, yang pada akhirnya dapat meningkatkan keuntungan bagi bisnis perusahaan. ......This research aims to determine the influence of Brand Community Experience on Brand Community Commitment and its impact on Brand Trust and Brand Loyalty within the running shoe brand community on social media. The study involved 328 respondents who were active members of the running shoe brand community on social media residing in Indonesia. The measurement was conducted using the Structural Equation Modeling (SEM) method with the SmartPLS software. The results obtained from the analysis of this study indicate that all dimensions of Brand Community Experience have a positive influence on Brand Community Commitment, particularly the Information Experience. Brand Community Commitment also has a positive influence on Brand Attitude. Brand Attitude, in turn, has a positive influence on Brand Trust and Brand Loyalty. Additionally, Brand Trust has a positive influence on Brand Loyalty. This research can assist managers of running shoe brand accounts on social media in developing appropriate strategies to maximize members' experience and enhance their commitment to the brand, with the goal of fostering positive Brand Attitude, Brand Trust, and Brand Loyalty towards the brand, ultimately leading to increased profitability for the company.

Abstrak :
Penelitian ini membahas mengenai pengaruh antecedent commitment, yang terdiri dari informational complexity, position involvement dan volitional choice, perceived value, yang terdiri dari monetary price dan behavioral price, serta brand affect dan brand trust terhadap attitudinal loyalty dan behavioral loyalty dengan adanya moderating effect uncertainty avoidance. Tujuan penelitian ini adalah ingin menguji faktor-faktor yang mempengaruhi loyalitas pelanggan. Hasil penelitian mendukung bahwa tiga antecedent commitment sebagai pembentuk loyalitas, akan tetapi tidak mendukung pengaruh informational complexity terhadap attitudinal loyalty dan behavioral loyalty serta volitional choice terhadap attitudinal loyalty dan behavioral loyalty. Seperti yang dihipotesiskan bahwa brand affect dan brand trust berkontribusi untuk memprediksi loyailitas baik attitudinal loyalty maupun behavioral loyalty. Akan tetapi dari data dalam penelitian ini variabel moderasi uncertainty avoidance hanya memoderasi pengaruh brand trust terhadap loyalitas, sedangkan data tidak mendukung pengaruh brand affect terhadap loyalitas dengan dimoderasi oleh uncertainty avoidance ......This study examines the effect of antecedent commitment, that proxy into variables of informational complexity, position involvement and volitional choice, the effect of perceived value, that proxy into variables of monetary price and behavioral price, and the effect of brand affect and brand trust on loyalty with moderating effect of uncertainty avoidance. The purpose of this study is to describe and analyze factors as forming loyalty. The empirical findings supported the three antecedents of commitment as the determinants of loyalty. But no support was found for the hypothesized relationships between informational complexity and attitudinal loyalty and behavioral loyalty, and also no support for relationships between volitional choice and attitudinal loyalty and behavioral loyalty. As hypothesized, monetary price, behavioral price, brand affect and brand trust contributes to predicting both attitudinal and behavioral loyalty. Contrary to expectations, no support was found for moderating effect of uncertainty avoidance on the effect of brand affect and loyalty construct; while there is effect of uncertainty avoidance on the effect of brand trust and loyalty construct.