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Abstrak :
Penelitian ini bertujuan untuk menganalisis pengaruh dari kualitas layanan dan kualitas makanan terhadap tingkat kepuasan konsumen dan tingkat loyalitas konsumen dengan dimoderasi oleh variabel atmosfer pada objek penelitian restoran Sushi-Tei. Penelitian ini menggunakan metode pengumpulan data melalui penyebaran kuesioner terhadap pengunjung Sushi-Tei dengan jumlah sampel penelitian sebanyak 162 responden. Data yang didapat diolah menggunakan metode pengolahan data hierarchical regression untuk meihat pengaruh moderasi atmosfer pada restoran etnik. Model yang digunakan dalam penelitian ini mengikuti model yang digunakan dalam penelitian Ha dan Jang (2010). Penelitian ini memberikan hasil bahwa semakin baik kualitas makanan dan layanan yang diberikan restoran maka akan semakin tinggi pula tingkat kepuasan dan loyalitas pelanggan yang dicapai. Selain itu, penelitian ini juga memberikan hasil bahwa terdapat peran positif dari atmosfer restoran terhadap hubungan antara kualitas makanan dan layanan yang diberikan restoran dengan tingkat kepuasan dan loyalitas pelanggan yang dicapai.

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This research will assess the relationship between service quality and food quality with the level of customer satisfaction and customer loyalty, while moderated by the variable of atmosphere occurring at Sushi-Tei restaurants. This research uses questionnaires as data gathering method distributed to Sushi-Tei visitors with a recorded sample size of 162 respondents. The data is processed hierarchical regression for analyzing the effect of atmospherics in ethnic restaurant. The model used in this research replicates the same model used in the previous study of Ha and Jang (2010). The result of this research indicates that the better food and service quality provided by the restaurant, the higher level of customer satisfaction and loyalty are achieved. Moreover, this research also yields a result showing that there is a positive impact from restaurant atmosphere on the relation between food and service quality with perceived customer satisfaction and loyalty.

Abstrak :
Skripsi ini membahas tentang ekuitas merek dari shampo Sunsilk dengan menggunakan empat elemen utama ekuitas merek, seperti kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek. Penelitian ini adalah penelitian kuantitatif yang melibatkan adanya tinjauan pustaka serta partisipasi responden (pengguna shampo Sunsilk). Hasil penelitian berupa posisi shampo Sunsilk sebagai merek top of mind di benak konsumennya, asosiasi-asosiasi yang melekat erat pada shampo Sunsilk, analisis kinerja dan kepentingan dari atributo-atribut yang dimiliki shampo Sunsilk, dan gambaran mengenai tingkat kesetiaan konsumen terhadap shampo Sunsilk. The focus of this study is about analyzing Sunsilk shampoo based on brand equity elements, such as brand awareness, brand associations, perceived quality, and brand loyalty. This research is a quantitative research which involves literature study and participating respondent (Sunsilk shampoo users). The result of this research is Sunsilk shampoo as the top of mind product among its competitors, associations that correlate directly to Sunsilk shampoo, performance-importance analysis on Sunsilk shampoo attributes, and a brief sketch on Sunsilk shampoo?s consumer level of loyalty.

Abstrak :
Skripsi ini membahas tentang sumber stres karyawan lini depan di PT Bank Rakyat Indonesia (Persero) Tbk. Fenomena stres pada pekerja merupakan isu pengelolaan sumber daya manusia yang makin serius diperhatikan organisasi saat ini. Seperti diketahui, stres berpotensi menurunkan kinerja dan kepuasan kerja karyawan. Sebagai pemegang tombak pelayanan perusahaan, adalah penting bagi BRI untuk mengi dentifikasi stres yang dialami oleh karyawan lini depannya. Desain kuantitatif, non eksperimental, deskriptif, cross sectional, diterapkan dalam penelitian ini. Hasilnya menunjukkan bahwa sumber stres yang dihadapi mencakup delapan belas komponen faktor, dimana tuntutan emosional, tuntutan pekerjaan, serta ketidakpastian ekonomi dan politik ditemukan sebagai sumber stres utama mereka.

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The focus of this study is frontline employee (FLE) of PT Bank Rakyat Indonesia (Persero) Tbk. Stress is one of the growing issues in human resource management. It is known to have the potential of reducing employee performance and satisfaction. Since FLE play an important role in delivering services to customers; it is important to identify their source of stress. A quantitative, non experimental, descriptive, cross sectional research design is applied. The study found that FLE's stressor can be divided by eighteen factor components, in which emotional demand, work demand, and political/economic uncertainty are found to be their major stressors.

Abstrak :
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh karakteristik konsumen yang diwakili oleh frekuensi penggunaan, kesadaran harga, jenis kelamin, pendapatan, usia dan pendidikan terhadap persepsi keadilan atas praktek manajemen pendapatan Hotel Bunga Karang. Populasi dari penelitian ini adalah mereka yang pernah menginap di Hotel Bunga Karang dalam kurun waktu 1 tahun terakhir (Mei 2011-Mei 2012). Data yang dipergunakan adalah data primer yang dihasilkan dengan cara survei lapangan melalui penyebaran kuesioner. Sebanyak 120 responden dijadikan sampel untuk mewakili jumlah populasi. Analisis regresi logistik digunakan dalam penelitian ini dengan cara membedakan antara kelompok konsumen yang menganggap praktek manajemen pendapatan Hotel Bunga Karang adil dengan kelompok konsumen yang menganggap praktek manajemen pendapatan Hotel Bunga Karang tidak adil. Hasil penelitian membuktikan bahwa pendidikan mempengaruhi persepsi keadilan atas praktek manajemen pendapatan Hotel Bunga Karang, sedangkan frekuensi penggunaan, kesadaran harga, jenis kelamin, pendapatan dan usia tidak berpengaruh secara signifikan.

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The purpose of this study is to examine the influence of consumer characteristics, represented by frequency of use, price consciousness, gender, income, age and education on fairness perception of revenue management practice in Bunga Karang Hotel. The populations of this study are those who have stayed in Bunga Karang Hotel during the previous year (May 2011 - May 2012). This research used primary data from a survey through questionnaires. A total of 120 respondents are used as sample to represent the population. Logistic regression analysis is used in this study by comparing groups of costumers who consider revenue management practice in Bunga Karang Hotel to be fair and the other group considers the practices to be unfair. The finding shows that education appear to be significant factors that differentiate the two groups, whereas the frequency of use, price consciousness, gender, household income and age did not appear to be significant variable in the current analysis.

Abstrak :
Tujuan penelitian ini adalah untuk menganalisis bagaimana pengaruh servicescape terhadap emotional states, perceived value dan behavioral intention konsumen The House of Raminten Café Cabang Kotabaru Yogyakarta. Pendekatan ini menggunakan pendekatan kuantitatif dan kualitatif. Pendekatan kuantitatif menggunakan sampel sebanyak 164 pengunjung The House of Raminten Café Cabang Kotabaru Yogyakarta dengan nonprobability sampling serta teknik convenience sampling.Pendekatan kualitatif dilakukan dengan indepth interview kepada 10 responden yang pernah berkunjung ke The House of Raminten Café Cabang Kotabaru Yogyakarta.Instrumen penelitian kuantitatif menggunakan kuesioner yang dianalisis menggunakan Structural Equation Modelling (SEM). Hasil penelitian kuantitatif menunjukkan bahwa terdapat pengaruh yang signifikan dan positif dari servicescape terhadap positive emotion. Selain itu, servicescape berpengaruh negatif terhadap negative emotions (partly supported). Positive dan negative emotion juga mempunyai pengaruh signifikan terhadap behavioral intention. Servicescape juga berpengaruh terhadap perceived value (partly supported). Perceived value berpengaruh secara signifikan terhadap behavioral intention. Emotional States baik positive maupun negative emotion berpengaruh secara signifikan terhadap perceived value. ......The objective of this research is to analyze the influence of servicescape towards emotional states, perceived value, and behavioral intention by consumers of The House of Raminten Cafe Kotabaru Yogyakarta. This research applies quantitative and qualitative approach. Quantitative approach was conducted by using 164 sample of visitors of The House of Raminten Cafe Kotabaru Yogyakarta, which was collected nonprobability sampling and convenience sampling technique. Qualitative approach was conducted with indepth interview to 10 respondents who have visited The House of Raminten Cafe Kotabaru Yogyakarta. Quantitative research instrument used were questionnaire and was analyzed using Structural Equation Modelling (SEM). This research result that servicescape has significant influence towards emotion. Servicescape also had negative influence towards negative emotions (partly supported). Both of positive and negative emotion also have significant influence towards behavioral intention. Servicescape also has influence towards perceived value (partly supported). Perceived value has influence towards behavioral intention. Emotional states even positive or negative emotion has influence significantly towards perceived value.

Abstrak :
Penelitian ini bertujuan untuk mengetahui perbedaan persepsi antara konsumen pria dan wanita yang berbelanja di ritel modern, yakni hipermarket, terkait karakteristik toko yang penting bagi mereka ketika memilih tempat berbelanja keperluan rumah tangga atau kebutuhan sehari-hari. Penelitian ini menggunakan desain penelitian deskriptif yang dilakukan pada satu kali periode pengambilan data (single cross sectional). Peneliti menggunakan metode non-probability sampling, yakni jenis purposive sampling, dalam mengumpulkan 163 responden, baik yang sedang berbelanja atau pernah berbelanja di Hypermart Depok Town Square. Total responden ini terbagi dengan proporsi yang sama rata, yakni 82 pria, dan 82 wanita. Dalam melakukan pengolahan data, peneliti menggunakan uji beda t-test (2-tailed) dengan dibantu software IBM SPSS Statistic 20. Hasil penelitian ini menjawab dua dari sepuluh rumusan masalah yang peneliti ajukan, yakni terdapat perbedaan persepsi antara pria dan wanita terkait promotion and specials, dan availabity of advertised products. Untuk variabel karakteristik toko lainnya, pria dan wanita menunjukkan tingkat kepentingan yang tidak berbeda. ......The purpose of this research is to investigate the differences in male and female consumer relating to their perceived importance level of store characteristics, which influences them in selecting the store for grocery shopping. This research would also like to prove that the level of importance male respondents has over store characteristics are lower than female respondents. This research uses single-cross-sectional descriptive approach as the research design, and uses purposive sampling method for sample collection. Total 163 respondents are deliberately divided into two categories, male consumers counted for 82 respondents, and the rests 81 are female. This research use t-test (2-tailed). In doing so, researcher utilized software IBM SPSS Statistic 20. The results indicate only two from ten proposed research-problems have been successfully proven, which are related to promotion and specials, and availabity of advertised products. For the other store characteristic variables, male and female consumers show no differences relating to their perceived important level.

Abstrak :
Penelitian ini menguji efektifitas product placement pada mobile games terhadap dua jenis memori responden, eksplisit dan implisit. Sebuah eksperimen 2 (stimulus) x 2 (memori) dilakukan untuk mengetahui kenaikan memori eksplisit dan implisit responden, ketika dibandingkan dengan kelompok kontrol dan kelompok eksperimen lainnya. Hasil penelitian menunjukkan partisipan yang terpapar product placement mendapatkan nilai lebih tinggi dibandingkan grup kontrol. Penelitian ini menyarankan pelaku bisnis untuk lebih berani menggunakan games sebagai medium promosi, karena memiliki efektifitas yang baik bagi merek. ......This study tests mobile games as medium of product placement and its effectiveness toward both kinds of memory; explicit and implicit. A 2 (stimulus) x 2 (memory) experiment is used to observe how respondent memories increases compared to other/control group. The result shown product placement on mobile games are effective toward explicit and implicit memory. The increase of memory is higher on sport game instead of racing game. This research suggest advertiser to use in-game advertising as promotional medium, because of its good effectiveness.

Abstrak :
Penelitian ini bertujuan untuk menganalisis pengaruh faktor-faktor dari perceived quality dan brand trust terhadap suatu merek dan pengaruhnya terhadap perceived quality, brand trust dan brand loyalty. Penelitian ini dilakukan terhadap 160 responden yang didapat melalui teknik purposive sampling. Metode pengolahan data yang digunakan dalam penelitian ini adalah uji beda dan Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa tidak terdapat perbedaan dalam penilaian perceived quality, brand trust dan brand loyalty dari merek Indosat dan Indosat Ooredoo. Selain itu, knowledge of the brand substitution, degree of acceptance of the brand change, percevied similarity between the old and new brand dan attachment to initial brand berpengaruh positif terhadap perceived quality. Meskipun demikian, hanya variabel degree of acceptance of the brand change dan attachment to initial brand yang berpengaruh positif terhadap brand trust. Sementara variabel knowledge of the brand substitution dan perceived similarity between the old and new brand memiliki pengaruh negatif terhadap brand trust. Selain itu, perceived quality terbukti memiliki pengaruh positif terhadap brand trust, namun berpengaruh negatif terhadap brand loyalty. Hasil penelitian juga menunjukkan bahwa brand trust berpengaruh positif terhadap brand loyalty. ......This study aims to analyze the influence of perceived quality and brand trust factors towards perceived quality, brand trust and brand loyalty of a brand. Respondents of this research are chosen through purposive sampling, with total 160 respondents. Compare Means and Structural Equation Modelling (SEM) are used to process the data. The result of this research shows that there are no difference between the measurement of perceived quality, brand trust and brand loyalty betwen Indosat and Indosat Ooerdoo. Knowledge of the brand substitution, degree of acceptance of the brand change, percevied similarity between the old and new brand and attachment to initial brand have positive effect towards perceived quality. Meanwhile, only degree of acceptance of the brand change and attachment to initial brand have positive effect towards brand trust. While knowledge of the brand substitution and perceived similarity have negative effect towards brand trust. Furthermore, perceived quality have positive effect on brand trust, but negative towards brand loyalty. Other than that, brand trust also positively effect brand loyalty.

Abstrak :
Kemasan ramah lingkungan adalah kemasan dengan fitur nilai berkelanjutan bagi lingkungan dan tidak membahayakan. Penelitian ini bertujuan untuk menganalisa pengaruh dari beberapa variabel yaitu sikap, norma pribadi, kepedulian lingkungan, dan kesediaan membayar konsumen terhadap intensi pembelian produk berkemasan ramah lingkungan. Sampel penelitian ini adalah konsumen dan non-konsumen produk Starbucks Coffee yang mengetahui kemasan ramah lingkungan produk Starbucks Coffee. Diolah dengan menggunakan metode Multiple Regression. Hasil penelitian menunjukkan bahwa sikap dan kepedulian lingkungan tidak berpengaruh signifikan terhadap intensi pembelian, sedangkan norma pribadi dan kesediaan membayar konsumen memiliki pengaruh signifikan terhadap intensi pembelian. ...... Eco friendly packaging is defined as packaging with sustainable features for the environment and is not harmful towards it. This research analyses the significant influence of attitude, personal norms, environmental concern, and willingness to pay toward consumer rsquo s purchase intention of eco friendly packaged products. Research sample data includes consumer and non consumer of Starbucks Coffee who knows about Starbucks Coffee rsquo s eco friendly packaged products. The data were analyzed using Multiple Regression. The result of this research shows that attitude and environmental concern does not have significant effect on purhcase intention. However, personal norms and consumer rsquo s willingness to pay have significant effect on purchase intention.

Abstrak :
Penelitian ini betujuan untuk menganalisis pengaruh service quality perception dan merchandise quality perception terhadap brand trust dan behavioral intentions pada industry Casual Dining Restaurant, yaitu pada restoran Warunk Upnormal. Penelitian ini menguji peran langsung dari service quality perception yang terdiri dari lima dimensi; tangible, reliability, responsiveness, assurance, dan empathy , dan merchandise quality perception, serta menguji peran brand trust sebagai variabel mediasi. Data dalam penelitian ini diperoleh dari 431 pelanggan Warunk Upnormal yang pernah mengunjungi dan makan di Warunk Upnormal, berusia 17-25 tahun, dan berdomisili di Jabodetabek. Data dianalisis menggunakan Structural Equation Modeling SEM dengan menggunakan Lisrel 8.80. Hasil dari penelitian ini menunjukkan bahwa: 1 service quality perception dan merchandise quality perception berpengaruh positif terhadap brand trust, 2 service quality perception and merchandise quality perception berpengaruh positif terhadap behavioral intentions, dan 3 brand trust berpengaruh positif terhadap behavioral intentions. ......This research aims to analyze the effects of service quality perception and merchandise quality perception toward brand trust and behavioral intentions on Warunk Upnormal Restaurant as a casual dining restaurant. This research examine direct role of service quality perception that consist of five dimensions tangible, reliability, responsiveness, assurance, and empathy , and merchandise quality perception, and also examine the role of brand trust as mediating variable. The data were collected from 431 customer from Warunk Upnormal, that have an experience eating in Warunk Upnormal, aged 17 25 years old, and live in Jabodetabek. Data analysis was performed using structural equation modeling SEM with Lisrel 8.80. The result shows that 1 service quality perception and merchandise quality perception positively influence brand trust, 2 service quality perception and merchandise quality perception positively influence behavioral intentions, 3 brand trust positively influences behavioral intentions.