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Abstrak :
Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing terhadap kualitas pelayanan dan behavioral intentions; pengaruh kualitas pelayanan terhadap behavioral intentions; persepsi kelompok wisatawan berdasarkan kualitas pelayanan terhadap experiential marketing dan behavioral intentions; dan persepsi wisatawan dengan ragam variabel demografi terhadap experiential marketing, kualitas pelayanan, dan behavioral intentions di Kebun Raya Bogor. Data penelitian kemudian diolah menggunakan metode statistik, yaitu Structural Equation Modeling (SEM) dengan perangkat lunak LISREL 8.7 serta faktor analisis, analisis kelompok, analisis uji t, dan One-Way ANOVA menggunakan perangkat lunak SPSS 17. Hasil penelitian menunjukkan bahwa experiential marketing berpengaruh signifikan terhadap kualitas pelayanan (8.29) dan behavioral intentions (6.67), namun kualitas pelayanan tidak berpengaruh signifikan terhadap behavioral intentions (1.52). Hal tersebut menunjukkan bahwa experiential marketing memiliki efek langsung terhadap behavioral intentions tanpa melalui kualitas pelayanan. Selain itu, persepsi kelompok berdasarkan kualitas pelayanan berbeda signifikan terhadap experiential marketing dan behavioral intentions, serta persepsi wisatawan dengan ragam variabel demografi, seperti usia, pendidikan, dan domisili, berbeda secara signifikan terhadap experiential marketing, kualitas pelayanan, dan behavioral intentions. ...... This study aims to determine the influence of experiential marketing to service quality and behavioral intentions; impact of service quality on behavioral intentions; perception of a tourist group based on experiential marketing, service quality, and behavioral intentions; and the perception of tourists with a variety of demographic variables on experiential marketing, service quality, and behavioral intentions in Bogor Botanic Garden. The data was then processed using statistical method, which are the Structural Equation Modeling (SEM) using LISREL 8.7 and factor analysis, cluster analysis, t-test analysis, and One-Way ANOVA using SPSS 17 software. The result showed that experiential marketing has a significant effect on service quality (8.29) and behavioral intentions (6.67), but service quality has no significant effect on behavioral intentions (1.52). It shows that experiential marketing has a direct effect on behavioral intentions without going through service quality. In addition, perceptions of different groups based on service quality has differ significantly on experiential marketing and behavioral intentions, as well as the perception of tourists based on diverse demographic variables, such as age, education, and residence were differ significantly on experiential marketing, service quality, and behavioral intentions.

Abstrak :
Pemerintah Indonesia berencana melaksanakan kebijakan redenominasi. Redenominasi adalah pemotongan jumlah angka nol pada tampilan suatu mata uang. Eksperimen 2 x 2 anova mixed design ini dilakukan untuk melihat apakah akan terjadi ilusi uang ketika tampilan jumlah angka nol pada mata uang berkurang dan apakah kemampuan kognitif akan memberikan pengaruh terhadap terjadinya ilusi uang tersebut. Sejumlah 78 yang dibedakan pada dua kelompok tahapan kognitif berdasarkan teori Piaget, yaitu, concrete operational dan formal operational. Setiap partisipan diberikan dua treatmen, yaitu treatmen menggunakan uang dengan tampilan tanpa digit angka nol dan treatmen menggunakan uang dengan tampilan 3 digit angka nol. Uji terhadap willingness to pay antar kedua treatmen memperlihatkan bahwa tidak ditemukan perbedaan yang signifikan pada nilai willingness to pay (F (1,76) = 1.312, p > 0.05, partial = .017). Eksperimen ini juga menemukan bahwa perbedaan nilai willingness to pay antar treatmen akan lebih besar pada partisipan dengan kemampuan kognitif yang lebih rendah(F (1,76) = 5.040, p < 0.05, partial = .062). Penelitian ini berimplikasi pada rancangan strategi sosialisasi kebijakan redenominasi yang akan dilaksanakan Indonesia dan juga berimplikasi pada produsen dan pelaku usaha dalam menerapkan strategi penjualan untuk mendapatkan laba yang lebih besar. ......The Indonesian government plans to implement redenomination. Redenomination in a policy that cutting the number of zeros on money display. A 2 x 2 ANOVA mixed desing experiment was conducted to see if money illusion will appear when the number of zeros on money display change and if cognitive ability influence the money illusion. A number of 78 participant divided in two group based on Piaget?s Theory, that is, concrete operational and formal operational. Each participant is given two treatmens, the treatmen using money without zero on its display and the treatmen using money with 3 zeros on its display. The experimental result are seen from the difference in the willingness to pay between the two treatmens. Althought there is no significant differences in participant?s willingness to pay (F (1,76) = 1.312, p > 0.05, partial = .017) value between the two treatment, this experiment also find that differences in willingness to pay among the treatment would be greater in participants with lower cognitive ability(F (1,76) = 5.040, p < 0.05, partial = .062). This study has implications for the design of redenomination strategies policy that will be implemented in Indonesia and also has implications for manufacturers and businesses in implementing sales strategies to earn greater profits.

Abstrak :
Konsumen di seluruh dunia sedang mencari rasa kehidupan yang lebih baik, penjualan produk premium bertumbuh dengan sangat cepat. Apple melalui produknya konsisten menerapkan strategi premiumisasi, sebab tujuan dari Apple adalah bukan menjual produk yang low cost, melainkan produk yang memberikan brand experience yang luar biasa bagi konsumennya. Penelitian ini bertujuan untuk mengetahui faktor-faktor dari brand experience yang mempengaruhi keinginan konsumen untuk membayar harga premium terhadap produk Apple: iPhone, Macbook, dan Apple Watch. Pengaruh brand experience ini dimediasi oleh brand credibility dan perceived uniqueness konsumen. Sampel yang digunakan adalah pengguna iPhone, Macbook, dan Apple Watch di Indonesia yang menggunakan produk Apple tersebut minimal 1 tahun terakhir. Penelitian ini menggunakan Structural Equation Modeling (SEM) dalam mengolah data. Hasil penelitian ini menunjukkan bahwa terdapat hubungan yang positif dari brand experience terhadap keinginan konsumen untuk membayar harga premium pada produk Apple secara keseluruhan, maupun produk iPhone dan Macbook secara spesifik. Namun hubungan positif dari brand experience terhadap keinginan konsumen untuk membayar harga premium tidak terjadi pada produk Apple Watch. Lebih lanjut, terdapat peran mediasi yang signifikan dari brand credibility terhadap produk Apple secara keseluruhan, Macbook, iPhone, dan Apple Watch. Lalu terdapat peran mediasi yang signifikan pula dari perceived uniqueness terhadap produk Apple secara keseluruhan, Macbook dan iPhone. Peran perceived uniqueness tidak signifikan pada produk Apple Watch.

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Consumers around the world are looking for the taste of good life, sales of premium products are growing very fast. Apple through its products consistently applies the strategy of premiumization, because Apple's goal is not to sell low-cost products, but products that provide exceptional brand experience for consumers. This study aims to determine the factors of brand experience that influence consumers willingness to pay (WTP) a price premium for Apple products: iPhone, Macbook, and Apple Watch. The influence of brand experience is mediated by brand credibility and perceived uniqueness. The sample used is iPhone, Macbook and Apple Watch users in Indonesia who use Apple products for at least the past 1 year. This research uses Structural Equation Modeling (SEM) in processing data. The results of this study indicate that there is a positive and significant relationship of brand experience to consumers willingness to pay a price premium for Apple products as a whole, as well as iPhone and Macbook products specifically. But the positive and significant relationship of brand experience to consumers willingness to pay a price premium does not occur in Apple Watch products. Furthermore, there is a significant mediating role of brand credibility for Apple products as a whole, as well as Macbook, iPhone and Apple Watch. Then there is also a significant mediating role from the perceived uniqueness of Apple products as a whole, Macbook and iPhone. However the mediating role of perceived uniqueness is not significant in Apple Watch products.