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Hanidah Salsabila
Pengaruh nilai pribadi dan nilai sosial terhadap sikap dan perilaku penggunaan merek luxury skincare = The effect of personal and social value on attitude and usage behavior of luxury skincare brand
"Penelitian ini bertujuan untuk mengetahui pengaruh dari nilai pribadi antara lain selfidentity, value, hedonic value dan materialistic value dan nilai sosial antara lain conspicuous value dan social status value terhadap sikap dan perilaku penggunaan merek luxury skincare. Sampel yang digunakan dalam penelitian ini merupakan wanita yang membeli dan menggunakan merek luxury skincare (dari daftar merek luxury skincare Euromonitor) dalam 6 bulan terakhir. Dengan data yang diolah menggunakan metode Structural Equation Modelling (SEM), hasil penelitian menunjukkan bahwa variabel self identitiy value, materialistic value dan social status value memiliki pengaruh signifikan yang positif terhadap variabel sikap terhadap merek luxury skincare. Sedangkan hanya variabel materialistic value yang memiliki pengaruh positif signifikan terhadap variabel perilaku penggunaan luxury skincare. Selain itu, ditemukan pula bahwa variabel sikap terhadap merek luxury skincare memiliki hubungan yang positif terhadap perilaku penggunaan luxury skincare. Memahami hal yang mempengaruhi sikap dan perilaku penggunaan luxury skincare dapat membantu manajer untuk lebih memahami konsumen. Oleh karena itu, pada penelitian ini terdapat implikasi manajerial bagi manajer serta saran untuk penelitian selanjutnya.
This study is aiming to understand the effect of personal value consist of self identity value, hedonic value, materialisti value and social value; consist of conspicuous value and social status value towards attitude and usage behavior of luxury skincare brands. Samples in this study are women who is luxury skincare users for atleast the last 6 months. The data was processed using Structural Equation Modelling (SEM), and the result is showing that self identity value, materialistic value and social status value has significantly positive effect towards attitude. While only materialistic value has significant positive effect towards luxury skincare usage behavior. This study also found that attitude towards luxury skincare has significant relationship on luxury skincare usage behavior. Understanding things that influence attitudes and luxury skincare usage behavior can help managers to have better understanding of their consumers. Therefore, in this study there are managerial implications and also suggestions for further research. This study is aiming to understand the effect of personal value consist of self identity value, hedonic value, materialisti value and social value; consist of conspicuous value and social status value towards attitude and usage behavior of luxury skincare brands. Samples in this study are women who is luxury skincare users for atleast the last 6 months. The data was processed using Structural Equation Modelling (SEM), and the result is showing that self identity value, materialistic value and social status value has significantly positive effect towards attitude. While only materialistic value has significant positive effect towards luxury skincare usage behavior. This study also found that attitude towards luxury skincare has significant relationship on luxury skincare usage behavior. Understanding things that influence attitudes and luxury skincare usage behavior can help managers to have better understanding of their consumers. Therefore, in this study there are managerial implications and also suggestions for further research."
Depok: Fakultas Matematika dan Ilmu Pengetahuan Alam Universitas Indonesia, 2019
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UI - Skripsi Membership  Universitas Indonesia Library
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Mas Dhiradharana
Analisis Faktor yang Memengaruhi Intensi Masyarakat Indonesia untuk Berinvestasi pada Green Sukuk Ritel = Analysis Of The Factors Influencing Indonesians' Intention To Invest In Green Sukuk Ritel
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Penelitian ini bertujuan untuk menganalisis variabel-variabel yang memengaruhi intensi masyarakat Indonesia untuk berinvestasi pada produk investasi Green Sukuk Ritel, sebuah produk investasi yang diterbitkan oleh Direktorat Jenderal Pengelolaan Pembiayaan dan Risiko (DJPPR), Kementerian Keuangan RI. Dalam model penelitian yang disusun, investasi pada Green Sukuk Ritel dapat dipengaruhi oleh tiga variabel, yaitu perilaku konsumsi yang bertanggung jawab sosial, persepsi keuntungan pribadi, dan persepsi efektivitas tindakan. Penelitian ini bersifat kuantitatif dan dilaksanakan dengan menggunakan teknik Partial Least Squares-Structural Equation Modelling. Data penelitian dikumpulkan melalui survei terhadap 265 responden di Indonesia yang sebelumnya pernah membeli produk finansial atau investasi. Hasil penelitian menunjukkan bahwa perilaku konsumsi yang bertanggung jawab sosial dari investor dan persepsi efektivitas tindakan dari produk Green Sukuk Ritel memiliki pengaruh positif terhadap intensi untuk berinvestasi pada produk Green Sukuk Ritel. Sementara, persepsi atas keuntungan pribadi hanya memiliki pengaruh tidak langsung terhadap intensi melalui persepsi efektivitas tindakan. Hasil dari penelitian ini dapat menjadi pertimbangan bagi DJPPR Kementerian Keuangan dalam mendesain strategi komunikasi dan pemasaran untuk produk Green Sukuk Ritel.

The aim of this research is to analyze the explanatory variables of the intention to invest in Green Sukuk Ritel, an investment product offered by Directorate General of Budget Financing and Risk Management (DGBFRM), Ministry of Finance of the Republic of Indonesia. In the relationship model proposed, the intention to invest in Green Sukuk Ritel can be explained by three variables: the socially responsible consumption of the individual, their perception of personal gain and their perception of the effectiveness of the action. The relationships among the variables were analyzed using the Partial Least Squares -Structural Equation Modelling technique. The data was collected through a survey involving 265 respondents in Indonesia who have purchased financial or investment products. Based on the results, intention to invest in Green Sukuk Ritel is explained by the proposed explanatory variables. The socially responsible consumption habits of the investor and the perception of the effectiveness toward Green Sukuk Ritel have a direct and positive effect on the intention to invest Green Sukuk Ritel. However, the perception of the personal gain only has an indirect effect on the intention through the mediation of perception of the effectiveness of the action. These findings should be taken into account by DGBFRM when designing the marketing and communication strategies for Green Sukuk Ritel.

 

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Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2019
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UI - Skripsi Membership  Universitas Indonesia Library
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Anna Gratia
Dampak dari Consumer Values Terhadap Intensi Menyebarkan Video Iklan dan Brand Equity dari Produk Sampo Head & Shoulders = Influence of Consumer Values on the Intention to Share Advertising Videos and Brand Equity of Head & Shoulders Shampoo Products
"Persaingan dalam pemasaran saat ini tidak hanya mengenai kegunaan produk semata, tetapi juga sejauh mana sebuah merek dapat memberikan kedekatan khusus dengan konsumennya. Adanya inovasi interactive marketing memudahkan pemasar untuk menyampaikan konten yang sudah terpersonalisasi, meningkatkan kenyamanan, serta menciptakan pengalaman yang unik dan luar biasa. Banyak perusahaan memproduksi dan menyebarluaskan video komersial untuk mempromosikan produk, layanan, dan merek. Perusahaan membuat iklan online atau mendorong penyebarluasan konten yang dibuat oleh konsumen, dengan harapan dapat dibagikan dan menjadi viral. Penelitian ini bertujuan untuk melihat pengaruh consumer values terhadap intensi penyebaran video secara online dan pengaruhnya terhadap brand equity dari produk sampo Head & Shoulders. Kuesioner penelitian disebarkan secara online melalui media sosial. Metode pengolahan data menggunakan Structural Equation Modelling (SEM) dengan menggunakan software Smart PLS. Berdasarkan atas penelitian yang dilakukan terhadap 172 responden yang berdomisili di Indonesia, berusia 17 tahun ke atas, dan telah menggunakan sampo Head & Shoulders dalam enam bulan terakhir, terbukti bahwa entertainment value, social value, dan functional value berpengaruh positif terhadap likelihood to share yang kemudian memengaruhi brand equity melalui mediasi dari brand attachment.
Competition in marketing nowadays is not just about the functionality of a product, but also about how well a brand can establish a special connection with its consumers. The presence of interactive marketing innovations has made it easier for marketers to deliver personalized content, enhance convenience, and create unique and extraordinary experiences. Many companies produce and distribute commercial videos to promote their products, services, and brands. Companies create online advertisements or encourage the dissemination of user-generated content, hoping it will be shared and go viral. This research aims to examine the influence of consumer values on the intention to share videos online and its impact on the brand equity of Head & Shoulders shampoo products. The research questionnaire was distributed online through social media platforms. The data processing method used is Structural Equation Modeling (SEM) with the Smart PLS software. Based on the research conducted on 172 respondents residing in Indonesia, aged 17 years and above, and who have used Head & Shoulders shampoo in the past six months, it has been proven that entertainment value, social value, and functional value have a positive impact on the likelihood to share, which subsequently affects brand equity through the mediation of brand attachment.
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Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2023
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UI - Skripsi Membership  Universitas Indonesia Library
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Sabrina Nur Zatadini
Pengaruh Kredibilitas dan Kuantitas Electronic Word of Mouth (E-WOM) terhadap Intensi Pembelian Online pada Produk Kosmetik Bersertifikasi Halal = The Effect of Credibility and Quantity of Electronic Word of Mouth (E-WOM) on Online Purchasing Intentions for Halal-Certified Cosmetic Products
"Perkembangan teknologi menciptakan sistem komunikasi berbasis internet antar konsumen. Konsumen dapat membagikan ulasannya dalam menggunakan suatu produk serta konsumen lain dapat membaca, menilai, dan mempertimbangkan ulasan tersebut. Dalam memilih kosmetik, konsumen muslim salah satunya dapat mengandalkan pengalaman yang disampaikan oleh konsumen yang telah menggunakan suatu produk kosmetik bersertifikasi halal. Penelitian ini bertujuan untuk menganalisis bagaimana pengaruh dari kredibilitas dan kuantitas E-WOM pada niat konsumen muslim di Indonesia dalam melakukan pembelian secara online pada produk kosmetik bersertifikasi halal. Model penelitian berbasis pada mediasi yang dimoderasi pada citra merek halal dan konteks situasional pada aspek penghindaran penyakit. Penelitian kuantitatif dilakukan dengan menyebarkan kuesioner secara online. Berdasarkan pengumpulan dan pembersihan data, diperoleh sejumlah 354 responden muslim di Indonesia yang pernah berbelanja online dan pernah melihat ulasan tentang produk kosmetik bersertifikasi halal dalam waktu tiga bulan terakhir. Analisis dalam penelitian ini menggunakan metode PLS-SEM pada software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa dalam memengaruhi online purchase intention, E-WOM quantity berpengaruh signifikan positif dan E-WOM credibility tidak berpengaruh signifikan. Penelitian ini turut menemukan halal brand image berperan sebagai mediasi parsial pada pengaruh dari E-WOM quantity terhadap online purchase intention dan memediasi penuh dari E-WOM credibility terhadap online purchase intention. Sementara itu, situational context tidak terbukti signifikan dalam memoderasi E-WOM credibility dan E-WOM quantity terhadap halal brand image.
Technological developments have created an internet-based communication system between consumers. Consumers can share their reviews on using a product and other consumers can read, rate, and consider these reviews. In choosing cosmetics, Muslim consumers can rely on the experience conveyed by consumers who have used a halal-certified cosmetic product. This study aims to analyze the influence of the credibility and quantity of E-WOM on the intention of Muslim consumers in Indonesia to make online purchases of halal-certified cosmetic products. The research model is based on moderated mediation on halal brand image and situational context on aspects of disease avoidance. Quantitative research was conducted by distributing online questionnaires. Based on data collection and cleaning, a total of 354 Muslim respondents in Indonesia were obtained who had shopped online and had seen reviews about halal-certified cosmetics product in the last three months. The analysis in this study uses the PLS-SEM method in the SmartPLS 4.0 software. The results of the study show that in influencing online purchase intentions, the quantity of E-WOM has a significant positive effect and the credibility of E-WOM has no significant effect. This study also finds that halal brand image acts as a partial mediation in the influence of E-WOM quantity on online purchase intentions and fully mediates E-WOM credibility on online purchase intentions. Meanwhile, the situational context is not proven to be significant in moderating the credibility of E-WOM and the quantity of E-WOM on halal brand image."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2023
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UI - Skripsi Membership  Universitas Indonesia Library
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Devita Suci Azzahra
Factors Influencing Behavioral Intentions to Use Mobile Banking: An Analysis on Generation X and Z in Indonesia = Faktor-Faktor yang Memengaruhi Intensi Berperilaku untuk Menggunakan Mobile Banking: Sebuah Analisis Terhadap Generasi X dan Z di Indonesia
"Riset kuantitatif yang bersifat deskriptif ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi intensi perilaku Generasi X dan Z di Indonesia untuk terus menggunakan layanan mobile banking (continuous use) melalui tinjauan pola penggunaan mobile banking saat ini di kalangan masyarakat Indonesia yang lahir pada tahun 1965-1980 sebagai Generasi X dan 1997-2005 sebagai Generasi Z melalui penyebaran kuesioner. Temuan penelitian ini dapat bermanfaat bagi bank dan institusi yang menyediakan layanan mobile banking untuk lebih memahami faktor-faktor di balik intensi perilaku pengguna dalam rentang usia tertentu (Generasi X dan Z); meliputi manfaat yang dirasakan (perceived usefulness), persepsi kemudahan penggunaan (perceived ease of use), norma subjektif (subjective norms), dan risiko COVID-19 (perceived COVID-19 risk). Data dikumpulkan dari 199 responden yang kemudian dianalisis menggunakan metode Partial Least Squares: Structural Equation Modeling (PLS-SEM) melalui software SmartPLS. Berdasarkan temuan dari riset ini, dapat disimpulkan bahwa seluruh faktor memiliki pengaruh langsung terhadap intensi berperilaku untuk terus menggunakan mobile banking, di mana perbedaan yang signifikan antara hasil dari dua generasi hanya ditunjukkan oleh dampak positif subjective norms terhadap behavioral intentions dari Gen X yang tidak selaras dengan hasil dari Gen Z yang negatif. Pada hubungan subjective norms dan behavioral intentions secara keseluruhan pun tidak ditemukan efek mediasi perceived usefulness. Bank dan institusi yang menyediakan layanan mobile banking dapat memanfaatkan faktor-faktor yang terbukti berpengaruh positif terhadap intensi kedua generasi untuk terus menggunakan mobile banking.
This quantitative descriptive study aims to analyze the factors that influence the behavioral intention of “Generation X and Z” of Indonesia in continuously using mobile banking services by reviewing current patterns of continuous mobile banking use among Indonesians born among 1965-1980 (Gen X) and 1997-2005 (Gen Z) through distribution of questionnaires. The findings of this research allow companies within the fintech industry providing mobile banking services to better understand the factors behind the users’ behavioral intention within a certain age range; these factors include perceived usefulness, perceived ease of use, subjective norms, and perceived risks of COVID-19. Data is collected from 199 respondents which is then analyzed using Partial Least Squares: Structural Equation Modeling (PLS-SEM) method through SmartPLS tool. According to the findings of the research, it is concluded that all factors have a direct influence on behavioral intentions to continuously use mobile banking, yet the result differs only in the area in which subjective norms have a significant positive relationship on behavioral intentions as perceived by Gen X, while it does not appear so for Gen Z. Subjective norms also have no positive impact on the mediator perceived usefulness for both generation, thus, the mediation effect of perceived usefulness between subjective norms and behavioral intentions is not supported by data. Mobile banking providers may take advantages of these factors that are proven to have positive influence on both generations’ intentions to continuously use mobile banking, especially considering that most of the impacts of these factors (subjective norms excluded) are of a similar extent as perceived by both generations."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2022
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UI - Skripsi Membership  Universitas Indonesia Library
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Panggabean, Rehulina Aglaia
Analisis Faktor-faktor yang Mempengaruhi Kepuasan dan Loyalitas Pelanggan terhadap Layanan Ojek Online di Indonesia = Factors Influencing Customer Satisfaction and Loyalty towards Motorcycle Ride-hailing Services in Indonesia
"Dengan meningkatnya jumlah pengguna internet dan koneksi seluler di Indonesia, transformasi digital dengan cepat mengambil alih dan meningkatkan kualitas hidup dengan mengembangkan cara orang berkomunikasi, berinteraksi, dan bertransaksi. Implikasi dari kemajuan teknologi yang dibawa untuk memudahkan aktivitas sehari-hari masyarakat adalah inovasi alternatif angkutan umum, yaitu layanan ride-hailing. Dengan hadirnya beberapa penyedia jasa ride-hailing yang saling bersaing di Indonesia, loyalitas pelanggan terhadap merek tertentu menarik untuk ditelaah. Penelitian deskriptif kuantitatif ini dilakukan untuk menganalisis faktor-faktor yang mempengaruhi kepuasan dan loyalitas pelanggan dalam konteks ini. Sebanyak 398 responden yang merupakan pengguna layanan ojek online dikumpulkan secara purposive sampling dan data diolah menggunakan Partial Least Squares – Structural Equation Modeling (PLS-SEM). Hasilnya menunjukkan bahwa perceived benefits of ride-hailing app, perceived sales promotion, perceived app-related risks dan perceived vehicle and driver-related risks berperan penting dalam memprediksi kepuasan pelanggan dan loyalitas pelanggan secara langsung. Sedangkan perceived service quality tidak berpengaruh secara signifikan terhadap loyalitas pelanggan tetapi memiliki efek mediasi melalui kepuasan pelanggan.
With the increasing number of internet users and cellular mobile connections in Indonesia, digital transformation is rapidly taking over and improving the quality of life by evolving the way people communicate, interact, and make transactions. An implication of technological advancements that has been brought to ease people’s daily activities is the innovation in public transport alternative, ride-hailing services. With the presence of several competing ride-hailing providers in Indonesia, the loyalty of customers towards a particular brand is interesting to be explored. This quantitative descriptive research is conducted to analyze the factors influencing customer satisfaction and loyalty in this context. A total of 398 respondents who are recent customers of motorcycle ride-hailing services were collected using purposive sampling and the data was processed using Partial Least Squares – Structural Equation Modeling (PLS-SEM). The findings suggest that perceived benefits of ride-hailing app, perceived sales promotion, perceived app-related and vehicle and driver-related risks play a significant role in predicting both customer satisfaction and customer loyalty directly. Meanwhile, perceived service quality has no significant direct effect on customer loyalty but has a mediating effect through customer satisfaction.
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Depok: Fakultas Ekonomi dan BIsnis Universitas Indonesia, 2022
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UI - Skripsi Membership  Universitas Indonesia Library
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Rizky Suryaputra
Peran Media Sosial dalam Mempromosikan Gaya Hidup Hijau yang Berkelanjutan: Influencer dan Penciptaan Nilai Bersama Gen Z di Indonesia = The Role of Social Media in Promoting Sustainable Green Lifestyles: Influencers and Value Co-Creation with Gen Z in Indonesia
"Penelitian ini mengeksplorasi pengaruh media sosial dalam mempromosikan gaya hidup hijau yang berkelanjutan di kalangan Generasi Z di Indonesia, dengan fokus pada peran influencer dan penciptaan nilai. Dengan memanfaatkan platform media sosial seperti Instagram, YouTube, dan TikTok, studi ini bertujuan memahami fasilitasi perilaku berkelanjutan melalui data primer dari 263 responden yang dikumpulkan via kuesioner self-administered melalui Line, WhatsApp Group, dan Instagram. Analisis regresi menunjukkan bahwa media sosial berperan signifikan dalam membentuk kesadaran lingkungan dan niat pembelian ramah lingkungan di kalangan konsumen muda. Influencer memiliki peran kunci dalam penyebaran informasi keberlanjutan, sementara penciptaan nilai menumbuhkan rasa kebersamaan dan keterlibatan, yang meningkatkan komitmen terhadap gaya hidup berkelanjutan. Temuan ini memberikan wawasan bagi pembuat kebijakan, pendidik, dan pemasar untuk memanfaatkan media sosial dalam promosi kelestarian lingkungan di Indonesia.
This research explores the influence of social media in promoting sustainable green lifestyles among Generation Z in Indonesia, focusing on the role of influencers and value creation. By leveraging social media platforms such as Instagram, YouTube and TikTok, this study aims to understand the facilitation of sustainable behaviour through primary data from 263 respondents collected via self-administered questionnaires via Line, WhatsApp Group and Instagram. Regression analysis showed that social media plays a significant role in shaping environmental awareness and green purchasing intentions among young consumers. Influencers play a key role in disseminating sustainability information, while value creation fosters a sense of community and engagement, which increases commitment to sustainable lifestyles. The findings provide insights for policy makers, educators and marketers to utilise social media in the promotion of environmental sustainability in Indonesia.
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Depok: Fakultas Ekonomi dan BIsnis Universitas Indonesia, 2024
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UI - Skripsi Membership  Universitas Indonesia Library
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Vinny Farida Hasian
Analisis Implementasi Komunikasi Pemasaran Terpadu ABC Mobile pada PT Bank XYZ = Analysis of the Implementation of ABC Mobile Integrated Marketing Communications at PT Bank XYZ
"Laporan magang ini membahas mengenai implementasi komunikasi pemasaran terpadu yang dilakukan PT Bank XYZ dalam mempromosikan aplikasi mobile banking-nya, yaitu ABC Mobile. Laporan magang ini bertujuan mengevaluasi proses komunikasi yang dilakukan perusahaan, implementasi bauran promosi yang digunakan perusahaan, dan evaluasi program komunikasi pemasaran yang telah dilaksanakan.. Berdasarkan kegiatan magang yang telah dilakukan, ditemukan bahwa PT Bank XYZ PT telah menganalisis proses komunikasi. Perusahaan menganalisis dua pihak utama dalam komunikasi, yaitu sender dan receiver; dan dua alat komunikasi utama, yaitu message dan channel. Selanjutnya, PT Bank XYZ memanfaatkan seluruh elemen bauran promosi dalam mengembangkan dan mengintegrasikan program komunikasi pemasaran terpadunya. Kemudian, PT Bank XYZ memantau, mengevaluasi, dan mengontrol program komunikasi pemasaran terpadu ABC Mobile dengan KPI dan survei yang dilakukan untuk mengetahui voice of customer. Pada promosi digital, pengukuran keberhasilan dilakukan melalui impression, engagement rate, dan jumlah followers baru. Namun, perusahaan belum mengevaluasi efektivitas out-of-home advertising yang dilakukan. Laporan magang ini memberikan beberapa rekomendasi bagi perusahaan agar program komunikasi pemasaran terpadu ABC Mobile dapat berjalan lebih baik lagi.
This internship report discusses the implementation of integrated marketing communications carried out by PT Bank XYZ in promoting its mobile banking application, namely ABC Mobile. This internship report aims to evaluate the communication process carried out by the company, the implementation of the promotional mix used by the company, and evaluate the marketing communication program that has been implemented. Based on the internship activities that have been carried out, it was found that PT Bank XYZ PT has analyzed the communication process. The company analyzes the two main parties in communication, namely the sender and receiver; and two main communication tools, namely messages and channels. Furthermore, PT Bank XYZ utilizes all promotional mix elements in developing and integrating its integrated marketing communications program. Then, PT Bank XYZ evaluated ABC Mobile's integrated marketing communications program using KPIs and surveys conducted by vendors to determine the voice of customers. In digital promotions, success is measured through impressions, engagement rate, and the number of new followers. However, the company has not evaluated the effectiveness of the out-of-home advertising carried out. This internship report provides several recommendations for companies so that ABC Mobile's integrated marketing communications program can be implemented better.
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Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2024
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UI - Tugas Akhir  Universitas Indonesia Library
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Makarim Hirdzi
Applying customer based brand equity in luxury hotel = Penerapan ekuitas merek berbasis pelanggan di hotel mewah
"Penelitian ini menguji pengaruh ekuitas merek berbasis pelanggan seperti loyalitas merek, kesadaran merek, persepsi kualitas dan citra merek terhadap sikap merek dan niat beli konsumen terhadap hotel mewah di Jakarta. Penelitian ini mengumpulkan 213 responden yang tinggal di sekitar wilayah JABODETABEK untuk mengisi kuesioner. Hasil penelitian menunjukkan bahwa loyalitas merek, persepsi kualitas tidak berpengaruh positif terhadap sikap merek konsumen. Di sisi lain, kesadaran merek dan citra merek secara positif mempengaruhi sikap merek terhadap hotel mewah. Selain itu, seluruh dimensi model CBBE tidak berpengaruh positif terhadap niat beli konsumen terhadap hotel mewah di Jakarta. Dalam penelitian ini, sikap merek juga tidak memediasi pengaruh antara dimensi-dimensi CBBE dan niat pembelian konsumen sedangkan kinerja merek sebagai moderasi mempengaruhi hubungan antara sikap merek dan niat pembelian konsumen. Penelitian ini menerapkan teori CBBE di hotel-hotel mewah di Jakarta untuk mengetahui perbedaan reaksi konsumen di negara berkembang seperti Indonesia dengan menganalisis pengaruh langsung dan tidak langsung dari masing-masing dimensi CBBE terhadap sikap merek dan niat membeli.
This research examines the effect of customer based brand equity such as brand loyalty, brand awareness, perceived quality and brand image toward brand attitude and consumer purchase intention toward luxury hotels in Jakarta. This study collected 213 respondents who live around the JABODETABEK to fill the questionnaire. The research shows that brand loyalty and perceived quality do not have positive effect on consumer brand attitude. On the other hand, brand awareness and brand image positively influence the brand attitude toward luxury hotels. In addition, the whole dimensions of CBBE model do not positively affect the consumer 39 s purchase intention toward luxury hotels in Jakarta. In this research, brand attitude does not mediate the effect of the CBBE dimensions and consumer purchase intention while brand performance as moderation affects the relationship between brand attitude and consumer purchase intention. This research applied the CBBE theory in luxury hotels in Jakarta to know the different reaction of the consumers in the developing country such as Indonesia by analyzing the direct and indirect effect of each CBBE dimension on brand attitude and purchase intention."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2018
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UI - Skripsi Membership  Universitas Indonesia Library
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Airiza Istitho Pramono
The Impacts of Brand's Instagram Marketing on Generation Z's Purchase Intention: The Case of F&B Industry in Jabodetabek = Pengaruh Pemasaran Media Sosial Merek di Instagram pada Niat Beli Konsumen Industri Makanan dan Minuman di Jabodetabek
"konsumen. Bisnis yang beroperasi di industri di mana persaingan antar merek sangat ketat, seperti industri makanan dan minuman, harus mampu beradaptasi dan mengikuti perubahan ini untuk mempertahankan keunggulan kompetitif di pasar. Penggunaan platform media sosial Instagram dalam aktivitas sehari-hari merupakan salah satu contoh transformasi besar yang terjadi pada banyak pelanggan. Banyak bisnis yang memanfaatkan pergeseran ini sebagai peluang untuk melakukan aktivitas pemasaran di media sosial Instagram sebagai platform untuk mengkomunikasikan konten promosi mereka. Kegiatan pemasaran media sosial diharapkan menjadi alat pemasaran baru yang dapat menghubungkan merek dan pelanggan lebih erat dengan menghilangkan hambatan ruang dan waktu. Penelitian kuantitatif ini dilakukan untuk menguji pengaruh pemasaran media sosial suatu merek terhadap niat beli pelanggan yang diukur melalui ekuitas merek dan e-WOM. Sebanyak 277 pengguna Instagram Generasi Z yang juga merupakan pelanggan suatu brand makanan dan minuman dikumpulkan melalui metode purposive sampling dan dianalisis menggunakan metode pemodelan Partial Least Squares – Structural Equation Model (PLS-SEM). Temuan penelitian ini mengungkapkan bahwa aktivitas pemasaran media sosial memengaruhi niat beli, dan aktivitas pemasaran media sosial memengaruhi ekuitas merek, ekuitas merek memengaruhi e-WOM, dan e-WOM memengaruhi niat beli.
In the midst of today's technological advancements, many sectors are influenced, including shifting in consumer marketing patterns. Businesses operating in industries where brand rivalry is fierce, such as the food and beverage industry, must be able to adapt and keep up to these changes in order to maintain a competitive advantage in the market. The usage of the Instagram social media platform in daily activities is one example of a huge transformation that has happened in many customers. Many businesses are taking advantage of this shift as a chance to conduct marketing activities on Instagram social media as a platform to communicate their promotional content. Right now, Social media marketing activities are one of the most significant marketing tools that may connect brands and customers more intimately with eliminating space and time barriers. This quantitative research was conducted to examine the influence of a brand's social media marketing on customer's purchase intention as measured through brand equity and e-WOM. A total of 277 Generation Z Instagram users who are also customers of a food and beverage brand were collected through purposive sampling method and analyzed using the Partial Least Squares – Structural Equation Model (PLS-SEM) modeling method. The findings of this study reveal that social media marketing activities affect purchase intention, and that social media marketing activities affect brand equity, brand equity has an effect on e-WOM, and e-WOM has an effect on purchase intention."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2022
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