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Abstrak :
Tesis ini membahas tentang analisis terhadap faktor-faktor yang menentukan peningkatan respon suatu Facebook post sehingga menerima lebih banyak comment dan like pada proses komunikasi pemasaran organisasi nirlaba. Content analysis dilakukan pada Facebook Fan Page U.S. Embassy Jakarta terhadap 8 faktor pengundang respon, baik untuk comment maupun like. Faktor-faktor tersebut adalah memasang gambar, menggunakan humor, memasukkan unsur emosi, memberikan informasi yang mengedukasi, mengajukan pertanyaan, menceritakan kisah sukses, mempromosikan brand, mengangkat tema yang sedang diminati publik, dan meminta like atau comment. ...... This thesis discusses analysis of factors that determines response amplification for a Facebook post to receive more of both comments and likes, for the marketing communication process of non-profit organization. Content analysis is performed on 8 factors of respond getter, both for comment and like. These factors are putting images, using humor, including emotion, giving educational information, asking question, sharing success story, promoting the brand, publishing post on public interest, and asking for like or comment.

Abstrak :
Teknologi telah berubah secara sangat cepat. Perubahan ini mempengaruhi perilaku konsumen modern, dimana teknologi telah menjadi bagian dari kehidupan sehari-hari mereka. Hal ini juga memberikan kesempatan baru untuk perusahaan menerapkan konsep pemasaran digital. Oleh karena itu, tujuan penelitian ini adalah untuk menganalisa berbagai macam pemasaran digital dan menguji sumbangannya terhadap tujuan perusahaan. Penelitian ini dilakukan menggunakan studi terhadap sebuah perusahaan konsumer. Berdasarkan hasil penelitian, konsep pemasaran digital menghasilkan interaksi yang diinginkan, yang pada akhirnya menumbuhkan pangsa pasar perusahaan. Penerapan strategi pemasaran dalam komunikasi marketing terpadu pada seluruh produk memastikan perusahaan mencapai tujuannya. ...... Technology has change very rapidly. Such rapid change has influenced the behavior of today consumers, making technology part of their daily lives. It opens up new marketing opportunities called digital marketing so the company can stay relevant to its consumers. The research objective is to analyze various digital marketing tools and validate its contribution towards achieving company goal. The research study a company in its digital marketing implementation. The research indicates that digital marketing creates desired consumer engagement, which in turn growing market share for the company. The digital marketing adoption into company's IMC across its product portfolio ensure company deliver its overall goal.

Abstrak :
Tesis ini menganalisis pengaruh genre congruity musik pada iklan, dengan genre musik yang digunakan yaitu RnB, Rock dan Classic serta diukur dengan tingkat congruency musik pada iklan, yang selanjutnya akan dilihat pengaruhnya pada sikap konsumen terhadap iklan (attitude toward the ad), sikap konsumen terhadap merek (attitude toward the brand) serta niat pembelian (purchase intention) dari konsumen. Penelitian ini bersifat kuantitatif dan merupakan riset konklusif yang bersifat kausal. Berdasarkan data dari 240 responden yang diuji, maka dapat diketahui bahwa terdapat perbedaan yang signifikan secara positif sehingga dapat diartikan bahwa adanya pengaruh genre musik dan congruity dalam pembentukan sikap dan niat beli konsumen. ...... This thesis analyzes the effect of music genre congruity in advertisement , through music genre RnB, Rock and Classic as well as measured by the level of congruency of music in advertisement. It was measured by the advertisement congruency music level that then the influence will be seen on attitudes toward advertising, attitudes toward the brand and purchase intention of the consumer. The research prefers to be quantitative and causal conclusive research . According to the data’s of 240 respondents, it is known that there is a significant difference positively. Therefore music genre and congruity give impact to the attitude and purchase intention.

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ABSTRAK
Tesis ini membahas tentang analisis pengaruh komponen dari brand knowledge yang terdiri dari brand awareness dan brand image, komponen brand relationship yang terdiri dari brand satisfaction, brand trust, dan brand attachment, juga behavioral outcomes seperti current purchase dan future purchase pada majalah NYLON Indonesia, melalui media sosial Twitter sebagai media pembentukan electronic Word Of Mouth (eWOM). Alat analisis yang digunakan adalah Structural Equation Modelling (SEM).Hasil penelitian ini menunjukkan bahwa brand awareness memiliki pengaruh positif terhadap brand image, brand satisfaction, dan brand trust.Brand image memiliki pengaruh positif terhadap brand satisfaction dan brand trust, brand trust memiliki pengaruh positif terhadap brand attachment, brand attachment memiliki pengaruh positif terhadap current purchase, dan current purchase memiliki pengaruh positif terhadap future purchase. Dari hasil penelitian ini juga ditemukan jalur pembentukan efektif eWOM positif yaitu dari brand awarenessbrand satisfactionbrand attachmentcurrent purchasefuture purchase

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ABSTRACT
This thesis discusses analysis about the influence of brand knowledge component consisting of brand awareness and brand image, brand relationship component consisting of brand satisfaction, brand trust, and brand attachment, as well as behavioral outcomes of current and future purchase purchase at NYLON magazine Indonesia, through Twitter social media as a medium of electronic Word Of Mouth (eWOM). Tools analysis using Structural Equation Modeling (SEM). The result of this study showed that brand awareness has a positive influence on brand image, brand satisfaction and brand trust. Brand image has a positive influence on brand satisfaction and brand trust, brand trust has a positive influence on brand attachment, brand attachment has a positive influence on the current purchase, and current purchase has a positive influence on future purchase. From the results of this study also found a positive eWOM effective formation pathway that is brand awarenessbrand satisfactionbrand attachmentcurrent purchasefuture purchase

Abstrak :
[ABTRAK
Rebranding adalah sebuah strategi marketing yang lumrah dilakukan oleh banyak perusahaan, terutama saat ada situasi dimana sebuah perusahaan diakuisisi oleh perusahaan lainya. Dalam situasi tersebut strategi rebranding menjadi sangat penting untuk diterapkan demi mendapatkan kepercayaan konsumen untuk terus menggunakan produk atau jasa yang ditawarkan. Dalam penelitian ini, dapat dilihat faktor-faktor yang dapat mempengaruhi tingkat kepercayaan konsumen dengan keinginan pembelian. Faktor yang mempengaruhi tingkat kepercayaan pada proses rebranding terlihat dari sikap skeptis dan resistensi terhadap perubahan yang membentuk brand attitude seseorang. Dalam penelitian ini, hubungan yang ditimbulkan antara sikap skeptis dan resistensi dapat dibuktikan dan bersifat positif. Rasa keingintahuan menjadi faktor penting untuk mempengaruhi tingkat resistensi. Pada penelitian ini terlihat hubungan yang signifikan dan bersifat negatif antara rasa keingintahuan seseorang dengan resistensi yang dimiliki. Pada akhirnya, resistensi akan mempengaruhi sikap yang dimiliki oleh seorang konsumen pada saat rebranding terjadi. Dari sikap yang dimiliki oleh seseorang tersebut, terbentuk tingkat keinginan pembelian yang tinggi pada sebuah merek.

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ABSTRACT
Rebranding is a common marketing strategy undertaken by many companies, especially when there is a situation where a company acquired by other companies such as merger and acquisition. In such a situation, it becomes very important for a rebranding strategy to be applied correctly in order to obtain the trust of consumers to continue to use the product or service being offered and develop a favorable attitude towards brand. In this study, there are factors that will affect the level of consumer trust and purchase intention. Factors that influence the level of trust will be shown and driven by skepticism and resistance to change that will shape a customers's brand attitude. In this study, the relationship arising between skepticism and resistance can be proven positive. Curiosity becomes an important factor to influence the level of resistance. The study shows, there is a significant relationship between curiosity and resistance and the relationship is negative. It means the more curiosity shown by the customer, the less resistance he or she will have toward a brand that undergoes changes. In the end, resistance will affect the attitude towards brand when undergoes rebranding process. This attitude will proved center reason why a customer use the service in the website and generates transaction in the future.;Rebranding is a common marketing strategy undertaken by many companies, especially when there is a situation where a company acquired by other companies such as merger and acquisition. In such a situation, it becomes very important for a rebranding strategy to be applied correctly in order to obtain the trust of consumers to continue to use the product or service being offered and develop a favorable attitude towards brand. In this study, there are factors that will affect the level of consumer trust and purchase intention. Factors that influence the level of trust will be shown and driven by skepticism and resistance to change that will shape a customers's brand attitude. In this study, the relationship arising between skepticism and resistance can be proven positive. Curiosity becomes an important factor to influence the level of resistance. The study shows, there is a significant relationship between curiosity and resistance and the relationship is negative. It means the more curiosity shown by the customer, the less resistance he or she will have toward a brand that undergoes changes. In the end, resistance will affect the attitude towards brand when undergoes rebranding process. This attitude will proved center reason why a customer use the service in the website and generates transaction in the future., Rebranding is a common marketing strategy undertaken by many companies, especially when there is a situation where a company acquired by other companies such as merger and acquisition. In such a situation, it becomes very important for a rebranding strategy to be applied correctly in order to obtain the trust of consumers to continue to use the product or service being offered and develop a favorable attitude towards brand. In this study, there are factors that will affect the level of consumer trust and purchase intention. Factors that influence the level of trust will be shown and driven by skepticism and resistance to change that will shape a customers's brand attitude. In this study, the relationship arising between skepticism and resistance can be proven positive. Curiosity becomes an important factor to influence the level of resistance. The study shows, there is a significant relationship between curiosity and resistance and the relationship is negative. It means the more curiosity shown by the customer, the less resistance he or she will have toward a brand that undergoes changes. In the end, resistance will affect the attitude towards brand when undergoes rebranding process. This attitude will proved center reason why a customer use the service in the website and generates transaction in the future.]

Abstrak :
Penelitian ini merupakan replikasi dari penelitian Money, Rose dan Hillenbrand (2010b) yang dilakukan pada konteks yang berbeda yaitu konteks service pada pelanggan perusahaan penerbangan. Penelitian ini dilakukan untuk mengeneralisasi model penelitian yang melibatkan pengaruh corporate identity mix (CIM) terhadap corporate reputation (CR) secara bersama-sama dengan pengaruh pengalaman pelanggan terhadap business operations (BO) sehari-hari. Pengaruh CIM dimediasi oleh corpoarte brand beliefs (CBB). Model penelitian ini terdiri dari lima konstrak dan empat hipotesis yang diuji melalui data hasil kuesioner terhadap 215 pelanggan dan menggunakan partial least squares untuk pengolahan datanya. Hasilnya mengindikasikan pengaruh yang signifikan dari CIM dan BO terhadap CR. ...... This study is a replication from previous research by Money, Rose, and Hillenbrand (2010b) that implemented to other service context which is to customers of airlines company. The aim of this study is to generalize model that propose the effect of corporate identity mix (CIM) toward corporate reputation (CR) alongside daily business operations (BO). The impact of CIM mediated through corporate brand beliefs (CBB). This model consist of five constructs with four hypotheses assessed using data collected from a questionnaire completed by 215 curtomers and analyse the data using partial least squares. The results indicate significance effect of CIM and BO towards CR.

Abstrak :
Tesis ini membahas pengaruh tipe produk (produk hedonis dan produk utilitarian) dan kategori penyebab (layanan kemanusiaan, kesehatan, perlindungan hewan dan lingkungan) terhadap respon konsumen dalam penawaran cause related marketing pada mahasiswa LP3I cabang Cikarang. Penelitian ini adalah penelitian kuantitatif dengan desain eksperimen. Hasil penelitian menunjukan bahwa produk hedonis memberi respon yang positif daripada produk utilitarian pada penawaran cause-related marketing. Sedangkan pada kategori penyebab layanan kemanusiaan dan kesehatan mendapatkan respon lebih baik dibandingkan kategori penyebab perlindungan hewan dan lingkungan. Namun, pada kategori penyebab kesehatan yang dibandingkan dengan kategori penyebab hewan, respon partisipan tidak signifikan. Untuk interaksi antara tipe produk dan kategori penyebab, hanya niat membeli yang berpengaruh secara signifikan. Disarankan untuk melaksanakan penelitian lanjutan dengan melihat tipe produk pada sudut pandang harga dan fungsi produk. Dan untuk kategori penyebab menggunakan merek yang fiktif agar mengurangi efek kekuatan dari merek LSM/NGO.

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This thesis is discussing the effect of product type (the hedonistic products and the utilitarian products) and cause category (human services, health, animals and environmental protection) toward consumer responses in the cause-related marketing offers of the students LP31, Cikarang. It was a quantitative research by the experimental research design. The result showed that the hedonistic products gave a positive response than the utilitarian products in the cause-related marketing offers. Meanwhile, in the human services cause and health category got a better response rather than the animals and environmental protection cause category. However, in the category of health cause compared to animals cause, the participants' response was not significant. In term of interaction between the product type and the cause category, there was only the purchase intentions which affected significantly. Therefore, it is suggested to do the advanced research by using several hedonistic and utilitarian products. Whereas for cause category uses blind brand for reduce to effect of strength NGO brands.

Abstrak :
Tesis ini meganalisa faktor-faktor yang dihipotesiskan dapat mempengaruhi niat konsumen untuk membeli secara online. Ada lima variabel yang dihipotesiskan mempengaruhi niat untuk membeli secara online langsung yaitu Attitude, Product Knowledge, Online Information Search, Perceived Risk, and Trust. Model penelitian ini diambil dari berbagai peneliti seperti jurnal dan juga studi orang. Menggunakan beberapa jurnal seperti, 'Online Purchase Determianants: Is Their Efect Moderated By Direct Experience?' by Broekhuizen and Huizingh 2009; 'The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator' by Chang and Chen, 2008; ?A Research Modeling to Understand Online Shopping Intention. Australian Journal of Basic & Applied Sciences? by Delafrooz, Paim, Khatibi, 2011; 'Consumer Behavior Research of Factors Influencing Online Purchase Intention' a thesis by Febriyanti, Institut Teknolgi Bandung, 2011. Ada 13 hipotesis yang disimpulkan dari model yang dibangun. Berdasarkan 341 responden konsumer online di wilayah JABODETABEK yang mengetahui secara khusus tentang Bukalapak.com, ditemukan bahwa dari 5 variabel yang dihipotesiskan mempengaruhi niat beli online secara langsung, ditemukan bahwa sebenarnya dalam kenyataan hanya 2 variabel yang secara signifikan mempengaruhi niat untuk membeli secara online. Kedua variabel itu adalah Online Information Search dan Percieved Risk. ......This thesis anlayzes the factors that are hypothesised to affect a consumer's intention to purchase online. There are five variables which are hypothesised to affect intention to purchase online directly which are Attitude, Product Knowledge, Online Information Search, Perceived Risk, and Trust. The model of this research is taken from various researchers such as journals and also past studies of people. The journals used in some consists of 'Online Purchase Determianants: Is Their Efect Moderated By Direct Experience?' by Broekhuizen and Huizingh 2009; 'The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator' by Chang and Chen, 2008; 'A Research Modeling to Understand Online Shopping Intention. Australian Journal of Basic & Applied Sciences' by Delafrooz, Paim, Khatibi, 2011; 'Consumer Behavior Research of Factors Influencing Online Purchase Intention' a thesis by Febriyanti, Institut Teknolgi Bandung, 2011. There are 13 hypotheses concluded from the model constructed. Based on 341 respondents in the JABODETABEK area who are online shoppers and know specifically about Bukalapak.com, it was found that from the 5 variable that are hypothesised to affect online purchase intention directly, it was found that there were actually in reality only 2 variables that significantly affects intention to purchase online. These two variables are online information search and perceived risk.

Abstrak :
Tesis ini menganalisis mengenai bagaimana experience pada Advergame Teh Pucuk Harum dapat mempengaruhi Purchase Intention kepada produk teh pucuk harum melalui hedonic affection toward advergame, utilitarian affection toward advergame, attitudes toward brand, dan purchase intention pada target pasar teh pucuk harum. Penelitian ini melihat hubungan antara advergame sebagai media advertising yang memiliki banyak potensi di masa depan nanti kepada purchase intention produk yang diiklankan melalui advergame. Model Penelitian ini diadaptasi dari Penelitian Lai dan Huang (2011) yang melakukan penelitian terkait pengaruh attitude toward advergaming terhadap purchase intention dengan juga adaptasi dari Advertising effect dari Belch & Belch. Di mana didalam jurnal tersebut itu menggunakan advergame dari brand fiktif berupa pulpen. Terdapat 5 hipotesis yang diuji. Berdasarkan 155 responden dengan populasi umur 17 sampai 30 tahun, peneliti menemukan hedonic affection toward advergame dan utilitarian affection toward advergame memiliki pengaruh yang positif terhadap purchase intention, sedangkan attitudes toward the brand tidak mempengaruhi purchase intention. Hedonic affection toward advergame dan utilitarian affection toward advergame memiliki pengaruh yang positif terhadap attitudes toward brand. ...... This thesis studied about how the experience on Teh Pucuk Harum?s Advergame can affect the Intention to Purchase the teh pucuk harum?s products through affection toward advergame hedonic, utilitarian affection toward advergame, attitudes toward the brand, and purchase intention to the teh pucuk harum?s target market. This study looked at the relationship between advergame as an advertising media that has a lot of potential in the future to purchase intention of products that is advertised through the advergame. The research model was adapted from research Lai and Huang (2011) who conduct research related to the influence of attitude toward advergaming also purchase intention with the adaptation of Advertising effect of Belch & Belch. Where in the journal of the advergame using a fictitious brand on ballpoint. There are 5 hypotheses were tested. Based on 155 respondents to the population aged 17 to 30 years old, researchers found that the affection toward hedonic and utilitarian advergame affection toward advergame has a positive influence on purchase intention, while attitudes toward the brand does not affect the purchase intention. Hedonic and utilitarian affection toward advergame affection toward advergame has a positive influence on attitudes toward the brand.

Abstrak :
Internet banking merupakan salah satu layanan yang diberikan oleh BNI untuk kemudahan dalam melakukan aktivitas perbankan. Terdapat tiga fitur utama dari layanan internet banking, yaitu : fitur administrasi, fitur finansial, dan fitur non finansial. Penelitian ini bertujuan untuk mengetahui kinerja dan menganalisis pengaruh tiap variabel kualitas layanan internet banking BNI terhadap kepuasan nasabah. Faktor lain yang juga dianalisis untuk mengetahui kepuasan nasabah atas layanan internet banking adalah reputasi perusahaan (corporate reputation) dan nilai manfaat (perceived value). Selain itu penelitian ini juga bertujuan untuk mengetahui pengaruh kepuasan nasabah terhadap terciptanya positif word of mouth dan keinginan nasabah untuk terus menggunakan layanan internet banking. Instrumen penelitian menggunakan kuesioner dengan skala Likert terhadap 262 sampel, dan diolah dengan teknik analisa multivariat dengan metode Structural Equtation Model (SEM) menggunakan Software LISREL 8.7. Hasil penelitian menunjukkan bahwa semua variabel yang diujikan berpengaruh terhadap kepuasan nasabah. Sementara dimensi kualitas layanan yang paling berpengaruh terhadap kepuasan nasabah adalah reliability. ...... Internet banking is one of the services provided by BNI in order to make easiness of banking activities. There are three main features of internet banking services: administrative features, features financial and non-financial features. This study aims to determine the performance and analyze the effect of each variable BNI Internet banking service quality towards customer satisfaction. Corporate reputation and perceived value are also considered as factors of customer satisfaction of internet banking service. In addition, this study also aimed to determine the effect of customer satisfaction for making positive word of mouth and customer's intention of continuance. Research instrument use questionnaires with Likert scales to 262 samples, and processed with multivariate analysis techniques with methods Structural Equtation Model (SEM) using LISREL 8.7. The results showed that all tested variables affected and influenced on customer satisfaction. While the dimensions of service quality which has most relation on satisfaction is reliability.