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Abstrak :
Penelitian ini secara empiris menguji tentang kredibilitas merek. Secara khusus studi ini menganalisis kredibilitas merek Bloop pada distro Bloop di Jakarta. Distro akan melakukan sesuatu hal pada mereknya agar bisa mendapatkan kredibilitas. Dalam hal ini perlu adanya pertimbangan-pertimbangan yang harus diperhatikan oleh perusahaan. Data yang digunakan dalam penelitian ini berasal dari responden yang mengunjungi distro Bloop yang berada didaerah Tebet, Jakarta Selatan. Data yang diperoleh kemudian dilakukan analisis dengan menggunakan analisis univariat. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik penarikan sample purposive sampling. Hasil dari penelitian ini menunjukkan bahwa kredibilitas merek Bloop yang ada pada distro bloop sangat baik. Penulis menyarankan kepada perusahaan untuk terus menjaga kredibilitas mereknya agar terus dipercaya konsumen.

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This research is empirically examining about the Brand Credibility. Specifically, this study analysis about Bloop Brand Credibility at BLOOP Distro in Jakarta. This Distro has to create something to they brand to get credibility. Therefore BLOOP must have decided for get this credibility. The information in this research area gotten from costumer who come to Bloop Distro. The data applying on this research is derived from several respondents which have come to shop in Bloop Distro. It is located on Tebet, South Jakarta. Finally, data were obtained and conducted by an analysis by using a Univariate analysis. This research result is show that brand credibility of Bloop Distro so good. This research used quantitative approach with simple purposive technical sampling. The writer suggest to company for continue apply the brand credibility of Bloop for defenced the brand credibility from consumer always trust it.

Abstrak :
Penelitian ini meneliti tentang pengaruh brand experience yang terdiri dari empat dimensi yaitu intellectual terhadap kesediaan membayar harga premium (willingness to pay a price premium) melalui variabel mediasi brand credibility dan perceived uniqueness pada pengguna iPhone 12. Dalam penelitian ini, diperoleh data dari penyebaran kuesioner sebesar 130 responden yang pernah membeli iPhone 12 dalam kurun waktu satu tahun kebelakang yang berumur 17-40 tahun dan berdomisili di Jakarta, Bogor, Depok, Tangerang dan Bekasi. Melalui analisis data deskriptif dan analisis data inferensial menggunakan uji regresi linear sederhana dengan SPSS 25.0 dan uji sobel, maka hasil penelitian ini menunjukkan bahwa adanya pengaruh positif diantara variabel brand experience terhadap variabel willingness to pay a price premium, pengaruh positif diantara variabel brand experience terhadap willingness to pay a price premium melalui brand credibility dan pengaruh positif diantara variabel brand experience terhadap willingness to pay a price premium melalui perceived uniqueness pada pengguna iPhone 12 di Jabodetabek. ......This study examines the influence of brand experience which consists of four dimensions: sensory, affective, behavioral, and intellectual on willingness to pay a premium price through the mediation of brand credibility and perceived uniqueness on iPhone 12 users. In this study, data obtained from the distribution of questionnaires to 130 respondents who had bought an iPhone 12 in the past one year, aged 17-40 years and domiciled in Jakarta, Bogor, Depok, Tangerang and Bekasi. Through descriptive data analysis and inferential data analysis using simple linear regression test with SPSS 25.0 and the Sobel test, the results of this study indicate that there is a positive influence between brand experience variables on the willingness to pay a price premium variable, a positive influence between brand experience variables on willingness to pay a price premium through brand credibility and the positive influence between brand experience variables on willingness to pay a price premium through perceived uniqueness on iPhone 12 users in Greater Jakarta.

Abstrak :
Tesis ini membahas hubungan international celebrity endorser dalam iklan dan brand credibility maskapai penerbangan Garuda Indonesia terhadap keputusan pembelian jasa oleh konsumen. Penelitian ini adalah penelitian kuantitatif dengan desain eksplanatif, responden adalah karyawan stasiun televisi MNC TV berjenis kelamin pria dan wanita, yang berusia 20-64 tahun, dengan jumlah sampel yaitu 121 orang. Metode analisa data dilakukan dengan analisa statistik deskriptif dan analisa Structural Equation Modelling (SEM) untuk membuktikan hipotesis dalam penelitian ini. Hasil penelitian menunjukkan bahwa expertise merupakan dimensi yang paling dominan dalam membentuk variabel celebrity endorser ; brand trustworthiness merupakan dimensi yang paling dominan dalam membentuk variabel brand credibility ; probable merupakan dimensi yang paling dominan dalam membentuk variabel keputusan pembelian ; dan terdapat pengaruh antara international celebrity endorser dan brand credibility Garuda Indonesia terhadap keputusan pembelian oleh konsumen. ......This thesis disscusses about relationship between international celebrity endorser and brand credibility of Garuda Indonesia Airlines towards purchasing decision by consumer. This research use quantitative explanatory design, respondent are employee of television station, MNC TV with man and woman gender, 20-64 years, total respondent 121 persons. Data analysis method are descriptive statistical analysis and Structural Equation Modelling (SEM) to prove hypothesizing in this research. Result from research are: expertise is dominant dimension that forms international celebrity endorser's credibility ; brand trustworthiness is dominant dimension that forms brand credibility ; probable is dominant dimension that forms purchasing decision ; and there is relationship which significant positive between international celebrity endorser and brand credibility of Garuda Indonesia Airlines towards purchasing decision by consumer.

Abstrak :
Saat ini sektor industri kosmetik lokal di Indonesia sedang tumbuh dengan pesat. Salah satu merek kosmetik lokal adalah Make Over, yang menggunakan influencer endorsement sebagai strategi pemasarannya. Penelitian ini bertujuan untuk menguji pengaruh kredibilitas influencer endorser Abel Cantika terhadap sikap merek, pengaruh sikap merek terhadap minat beli pengikut milenial Instagram Make Over, pengaruh kredibilitas influencer endorser Abel Cantika terhadap kredibilitas merek Make Over, dan pengaruh kredibilitas merek Make Over terhadap minat beli pengikut milenial Instagram Make Over. Penelitian ini menggunakan pendekatan kuantitatif dengan online survey untuk mengumpulkan data. Hasil penelitian menunjukan kredibilitas influencer endorser berpengaruh positif terhadap sikap merek, sikap merek berpengaruh positif terhadap minat beli, kredibilitas influencer endorser berpengaruh positif terhadap kredibilitas merek, dan kredibilitas merek berpengaruh positif terhadap minat beli. Penelitian ini merekomendasikan agar Make Over perlu memilih influencer yang memiliki karakteristik yang menarik untuk menjadi influencer endorser agar meningkatkan sikap merek dari konsumen terhadap Make Over, Make Over perlu menjadikan Abel Cantika sebagai brand ambassador ataupun influencer endorser tetap dari Make Over, dan, Make Over perlu untuk meningkatkan kredibilitas merek dengan mempertahankan nama dari Make Over dikalangan konsumen. ......Nowdays local cosmetic indusrty sector in Indonesia is growing rapidly. One of the local cosmetic brand is Make Over, which is uses influencer endorsement its marketing strategy. This study aims to examine the effect of influencer endorser credibility “Abel Cantika” on brand attitude, the effect of brand attitude on purchase intention of millenial followers of Make Over Intagram, the effect of influencer endorser credibility “Abel Cantika” on Make Over brand credibility, and the effect of Make Over brand Credibility on purchase intention of millenial followers of Make Over Intagram. In this study the researcher used influencer endorser credibility, brand attitude, and brand credibility theory from Wang et al., and purchase intention theory from Chin et al. This study uses a quantitative approach with online survey methods for collecting data. The results of this study indicate that influencer endorser credibility positively influences brand attitude, brand attitude positively influence purchase intention, influencer endorser credibility positively influences brand credibility, and brand credibility positively influence purchase intention. This research recommends that Make Over needs to choose influencers who have attractive characteristics to become endorser influencers in order to increase the brand attitude of consumers towards Make Over, Make Over needs to make Abel Cantika a brand ambassador or permanent endorser influencer of Make Over, and Make Over is needs to increase brand credibility by maintaining the name of the Make Over among consumers.

Abstrak :
Konsumsi kopi di Indonesia naik empat kali lipat sejak tahun 1990 dan generasi muda seperti milenial dan Gen-Z di Indonesia mulai berpindah dari mengonsumsi teh ke mengonsumsi kopi. Peristiwa ini telah menyebabkan revolusi industry kopi di Indonesia dengan bermunculannya berbagai macam merek kopi grab-n-go. Penelitian ini fokus kepada satu merek kopi grab-n-go yaitu Kopi Kenangan. Penilitian ini bertujuan untuk menganalisis dampak dari keterikatan emosional konsumen Indonesia dengan Kopi kenangan terhadap consumer-based brand equity dari Kopi Kenangan. Penilitian ini menggunakan model penelitian yang menggambarkan hubungan antara keterikatan emosional konsumen terhadap berbagai layanan media sosial dan consumer-based brand equity melalui kredibilitas merek dan kepuasan konsumen. Sebanyak 150 responden valid berhasil dikumpulkan melalui metode convenience sampling. Hasil dari penelitian ini membuktikan hubungan dari keterikatan emosional konsumen dengan sebuah merek terhadap consumer-based brand equity yang di mediasi oleh kredibilitas merek dan kepuasan konsumen dengan menganalisis data menggunakan PLS-SEM. Penelitian ini mengimplikasikan dan memberikan saran kepada merek kopi grab-n-go lainnya untuk meningkatkan consumer-based brand equity mereka dengan memperbesar kredibilitas merek, kepuasan konsumen, dan keterikatan emosional dengan sebuah merek. ......Coffee consumption in Indonesia have quadrupled since 1990 and younger generations like millennials and Gen-Z are increasingly switching from tea to coffee consumption. This has led to the revolution of the coffee industry in Indonesia with the emergence of the so-called “grab-n-go” coffee shops. This research focuses one brand of grab-n-go coffee which is Kopi Kenangan. The purpose of this research is to investigate the effect of Indonesian consumers’ emotional brand attachment with Kopi Kenangan towards the consumer-base brand equity of the brand. This research utilizes the framework that depicts the relationship between consumers’ emotional attachment to social media brands and its consumer-based brand equity through brand credibility and consumer satisfaction. A total of 150 valid respondents were collected through a convenience sampling method. The result of this research proves the relationship between emotional brand attachment and consumer-based brand equity but is significantly mediated by brand credibility and consumer satisfaction by analyzing the data using PLS-SEM. This study implies and makes suggestions for other grab-n-go coffee brands to improve their consumer-based brand equity by enhancing brand credibility, consumer satisfaction, and emotional brand attachment.