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"[ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh ekuitas merekterhadap perilaku pembelian. Merek yang diteliti adalah merek SPBU Shell.Penelitian ini menggunakan descriptive research design dengan metode surveyyaitu yang dilakukan terhadap kosumen SPBU Shell. Hasil penelitian inimenunjukkan bahwa brand awareness mempengaruhi brand image SPBU Shelldan mempengaruhi konsumen dalam intention to future purchase. Brandawareness tidak mempengaruhi brand satisfaction dan brand trust SPBU Shellserta tidak mempengaruhi konsumen dalam current purchase. Brand imagemempengaruhi brand satisfaction dan brand trust SPBU Shell. Brand imageSPBU Shell juga mempengaruhi konsumen dalam current purchase dan intentionto future purchase. Brand satisfaction tidak mempengaruhi brand attachmentSPBU Shell. Tetapi brand trust mempengaruhi brand attachment SPBU Shell.Brand attachment SPBU Shell mempengaruhi current purchase dan intention tofuture purchase. Current purchase yang dilakukan oleh konsumen SPBU Shellberpengaruh terhadap intention to future purchase

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ABSTRACTThis study aims to determine the effect of brand equity to Behavioraloutcome. A case study of SPBU Shell. The research is implementing descriptiveresearch design using survey method which used to SPBU Shell customers. Theresults of this research shows that brand awareness has a positive effect on brandimage SPBU Shell and intention to future purchase. Brand awareness has not apositive effect on brand satisfaction and brand trust SPBU Shell and currentpurchase. Brand image has a positive effect on brand satisfaction and brand trustSPBU Shell and has a positive effect on current purchase and intention to futurepurchase. Brand satisfaction has not a positive effect on brand attachment SPBUShell. But Brand trust has a positive effect on brand attachment SPBU Shell.Brand attachment has a positive effect on current purchase and intention to futurepurchase. Current purchase made by SPBU Shell?s customer will have a positiveeffect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioraloutcome. A case study of SPBU Shell. The research is implementing descriptiveresearch design using survey method which used to SPBU Shell customers. Theresults of this research shows that brand awareness has a positive effect on brandimage SPBU Shell and intention to future purchase. Brand awareness has not apositive effect on brand satisfaction and brand trust SPBU Shell and currentpurchase. Brand image has a positive effect on brand satisfaction and brand trustSPBU Shell and has a positive effect on current purchase and intention to futurepurchase. Brand satisfaction has not a positive effect on brand attachment SPBUShell. But Brand trust has a positive effect on brand attachment SPBU Shell.Brand attachment has a positive effect on current purchase and intention to futurepurchase. Current purchase made by SPBU Shell?s customer will have a positiveeffect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioraloutcome. A case study of SPBU Shell. The research is implementing descriptiveresearch design using survey method which used to SPBU Shell customers. Theresults of this research shows that brand awareness has a positive effect on brandimage SPBU Shell and intention to future purchase. Brand awareness has not apositive effect on brand satisfaction and brand trust SPBU Shell and currentpurchase. Brand image has a positive effect on brand satisfaction and brand trustSPBU Shell and has a positive effect on current purchase and intention to futurepurchase. Brand satisfaction has not a positive effect on brand attachment SPBUShell. But Brand trust has a positive effect on brand attachment SPBU Shell.Brand attachment has a positive effect on current purchase and intention to futurepurchase. Current purchase made by SPBU Shell?s customer will have a positiveeffect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioraloutcome. A case study of SPBU Shell. The research is implementing descriptiveresearch design using survey method which used to SPBU Shell customers. Theresults of this research shows that brand awareness has a positive effect on brandimage SPBU Shell and intention to future purchase. Brand awareness has not apositive effect on brand satisfaction and brand trust SPBU Shell and currentpurchase. Brand image has a positive effect on brand satisfaction and brand trustSPBU Shell and has a positive effect on current purchase and intention to futurepurchase. Brand satisfaction has not a positive effect on brand attachment SPBUShell. But Brand trust has a positive effect on brand attachment SPBU Shell.Brand attachment has a positive effect on current purchase and intention to futurepurchase. Current purchase made by SPBU Shell?s customer will have a positiveeffect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioraloutcome. A case study of SPBU Shell. The research is implementing descriptiveresearch design using survey method which used to SPBU Shell customers. Theresults of this research shows that brand awareness has a positive effect on brandimage SPBU Shell and intention to future purchase. Brand awareness has not apositive effect on brand satisfaction and brand trust SPBU Shell and currentpurchase. Brand image has a positive effect on brand satisfaction and brand trustSPBU Shell and has a positive effect on current purchase and intention to futurepurchase. Brand satisfaction has not a positive effect on brand attachment SPBUShell. But Brand trust has a positive effect on brand attachment SPBU Shell.Brand attachment has a positive effect on current purchase and intention to futurepurchase. Current purchase made by SPBU Shell?s customer will have a positiveeffect on intention to future purchase, This study aims to determine the effect of brand equity to Behavioraloutcome. A case study of SPBU Shell. The research is implementing descriptiveresearch design using survey method which used to SPBU Shell customers. Theresults of this research shows that brand awareness has a positive effect on brandimage SPBU Shell and intention to future purchase. Brand awareness has not apositive effect on brand satisfaction and brand trust SPBU Shell and currentpurchase. Brand image has a positive effect on brand satisfaction and brand trustSPBU Shell and has a positive effect on current purchase and intention to futurepurchase. Brand satisfaction has not a positive effect on brand attachment SPBUShell. But Brand trust has a positive effect on brand attachment SPBU Shell.Brand attachment has a positive effect on current purchase and intention to futurepurchase. Current purchase made by SPBU Shell’s customer will have a positiveeffect on intention to future purchase]"

"ABSTRAKTesis ini bertujuan untuk mengetahui pengaruh persepsi konsumen atasproduk,distribusi, dan harga terhadap citra merek dalam membangun ekuitas merekSuzuki Ertiga. Penelitian ini menggunakan desain penelitian eksploratoris denganteknik studi pustaka dan desain penelitian deskriptif dengan teknik survei dalambentuk kuesioner terstruktur. Penelitian dilakukan terhadap 180 responden yangmerupakan bagian dari populasi pemilik Suzuki Ertiga yang bertempat tinggal diwilayah DKI Jakarta. Teknik penarikan sampel yang digunakan dalam penelitianadalah non-probabilitas dengan tipe judgemental sampling. Hasil penelitianmenunjukkan bahwa persepsi konsumen atas distribusi dan harga memberikanpengaruh terhadap citra merek, sedangkan persepsi konsumen atas produk tidakmemberikan pengaruh terhadap citra merek. Persepsi konsumen atas produk,distribusi, dan harga secara bersama-sama memberikan pengaruh terhadap citramerek yang selanjutnya memberikan pengaruh terhadap pembentukan ekuitasmerek. Hasil penelitian menyarankan perlunya dilakukan pengembangan citramerek melalui bauran pemasaran produk dan distribusi dalam rangka membangunekuitas merek Suzuki Ertiga. Pengembangan citra merek melalui bauran produkdilakukan dengan mengembangkan citra merek produk Suzuki Ertiga, yang saatini terkenal sebagai kendaran keluarga, dikembangkan dengan menambahkanunsur lifestyle menjadi Suzuki Ertiga sebagai kendaraan keluarga yang trendi.Pengembangan citra merek melalui bauran distribusi dapat dilakukan denganmeningkatkan citra showroom Suzuki, antara lain dengan menetapkan standarisasipenampilan dan fasilitas showroom Suzuki di seluruh Indonesia danmeningkatkan kemampuan sumber daya manusia di showroom yang menjadiujung tombak dalam melayani konsumen.

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ABSTRACTThe objective of this thesis is to find out the influence of customer perception onproduct, place, and price to brand image in building Suzuki Ertiga’s brand equity.This thesis is using exploratory research design by conducting literature reviews,and also descriptive research design by conducting survey using structuralquestionnaire. The survey was conducted to 180 respondents that consideredbeing part of the population of Suzuki Ertiga’s owners who live in DKI Jakartaarea. The sampling method used is non probability with judgmental sampling. Theresult of this thesis shows that customer perception on place and price influencesthe brand image of Suzuki Ertiga, while customer perception on product doesn’tinfluence the brand image of Suzuki Ertiga. Jointly, customer perception onproduct, place, and price, influences the brand image of Suzuki Ertiga and willeventually influence its brand equity. The researcher suggests that companyshould develop brand image of Suzuki Ertiga through its product and place mix inorder to build its brand equity. The development of brand image through itsproduct mix can be done by adding lifestyle value on its present product’s brandimage, which is associated as family car, so the new brand image of the productwill be a trendy family car. The development of brand image through its placemix can be done by improving the image of its showrooms, consist of applyingstandardization for the appearance and facilities of all its showrooms, and also byimproving the skills of human resources in showroom as they are the ones to servecustomers directly."

"ABSTRAKPenelitian ini membahas tentang pengaruh Store Atmosphere terhadap Consumer Behavioral Responses di Toko Buku TM. Bookstore. Penelitian ini menggunakan desain riset studi deskriptif dengan melakukan survey kepada 191 responden pengunjung Toko Buku TM. Bookstore saat mereka mengunjungi toko tersebut dengan metode store intercept/mall intercept. Desain penelitian yang dilakukan adalah konklusif deskriptif single cross-sectional. Metode pengambilan sampel yang digunakan adalah teknik non-probability sampling yakni convenience sampling. Teknik analisis data yang digunakan adalah dengan menggunakan IBM SPSS 20 for windows baik untuk melakukan analisis pre-test maupun untuk analisis main test. Terdapat hasil dari penelitian ini antara lain pertama, store atmosphere memiliki pengaruh positif terhadap consumer behavioral responses. Kedua, store atmosphere memiliki pengaruh positif terhadap consumer perception. Ketiga, store atmosphere memiliki pengaruh positif terhadap emotional states. Keempat, product quality, reasonable price, social attributes, dan product emotions memiliki pengaruh positif terhadap consumer behavioral responses. Kelima, consumer perception dan emotional states tidak dapat memoderasi hubungan antara store atmosphere dan consumer berhavioral responses

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ABSTRACTThis study discusses the impact of store atmosphere on customer behavioral responses at TM. Bookstore. This study used a descriptive study research design did a survey of 191 respondents of TM Bookstore visitor with store intercept methods mall intercepts methods. The design study is conclusive descriptive single cross sectional. The sampling method used is a non probability sampling technique with convenience sampling. The data analysis technique used is by using IBM SPSS 20 for windows to do the pre test analysis and also for main test analysis. Results from this study at the first, store atmosphere have positive impact on consumer behavioral responses. Secondly, store atmosphere have positive effect on consumer perception. Third, store atmosphere have positive effect on emotional state. Fourth, product quality, product price, social attributes, and product emotions have positive effect on consumer behavioral responses. Fifth, consumer perception and emotional state is will not moderated the impact of store atmosphere on consumer behavioral responses. "

"Produk smarthome sedang marak baru-baru ini di Indonesia karena telah mengeskalasi nilai-nilai fungsional dari perabotan rumah tangga. Dalam konteks tersebut, consumer-consumer interaction (CCI) dan consumer brand interaction (CBI) menjadi hal penting dalam membentuk consumer-brand engagement, baik secara kognitif, emosional, dan perilaku terhadap merek yang menyediakan produk tersebut sehingga dapat mengarahkan behavioral intentions konsumen; ongoging search behavior dan repurchase intention. Desain penelitian ini merupakan cross-sectional dengan metode purposive sampling, dimana terdapat 170 responden konsumen Bardi yang merupakan penyedia produk smarthome. Data dikumpulkan melalui suvei daring dan diolah menggunakan teknik Partial Least Square – Structual Equation Modelling (PLS-SEM). Hasil olahan data menunjukkan bahwa behavioral intentions dipengaruhi oleh seluruh komponen consumer-brand engagement, dimana CCI memiliki peranan dominan dalam membentuk brand engagement tersebut

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Smarthome products have recently emerged in Indonesia recently for escalating the functional value of home appliances. In such context, consumer-consumer interaction (CCI) and consumer brand interaction (CBI) have importance in shaping cognitive, emotional, and behavioral engagement to drive behavioral intentions; ongoing search behavior, and repurchase intention. The research design was a cross-sectional with purposive sampling method collecting 170 Bardi consumers as a respondent, a brand that produced smarthome products. Data were collected using an online survey and processed using the Partial Least Square-Structural Equation Modelling (PLS-SEM) technique. The result indicated that behavioral intentions were influenced by all components of consumer-brand engagement, whereas CCI has a dominant role in shaping brand engagement."

"Penelitian ini bertujuan untuk memberikan pemahaman mengenai pengaruh pengetahuan CSR konsumen terhadap perilaku pembelian produk hijau. Penelitian ini menggunakan sampel konsumen muda berusia 16-30 tahun yang berdomisili di Indonesia ketika pengambilan data survey dilakukan. Terdapat 233 respon yang valid yang dikumpulkan dengan menggunakan metode convenience sampling. Data dalam penelitian ini diproses dan dianalisa dengan menggunakan Partial Least Square - Structural Equation Model (PLS-SEM). Penelitian ini menemukan bahwa perilaku pembelian produk hijau dipengaruhi secara langsung oleh pengetahuan CSR konsumen dan sikap konsumen terhadap lingkungan. Penelitian ini juga menemukan bahwa anggapan efektifitas konsumen memoderasi hubungan antara pengetahuan CSR konsumen dan perilaku pembelian produk hijau, namun tidak memoderasi hubungan antara pengetahuan CSR konsumen dan sikap konsumen terhadap lingkungan. Meski begitu, sikap konsumen terhadap lingkungan tidak dipengaruhi oleh pengetahuan CSR konsumen, serta tidak terdapat hubungan moderasi yang disebabkan sikap konsumen terhadap lingkungan, antara pengetahuan CSR konsumen dan perilaku pembelian produk hijau. Studi ini diharapkan dapat memberi masukan terhadap pemerintah untuk mengetahui seberapa jauh konsumen muda di Indonesia telah memprioritaskan membeli produk ramah lingkungan. Serta untuk perusahaan, untuk mengetahui pentingnya melakukan kegiatan CSR dan mengkomunikasikannya secara efektif kepada konsumen.

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The purpose of this study is to understand whether consumer CSR knowledge influences green purchase behavior. The sample used in this study is young Indonesians aged 16-30 at the time the survey was taken. There were 233 valid responses collected using the method of convenience sampling. The data is processed and analyzed using the Partial Least Square—Structural Equation Model (PLS-SEM). This study finds that consumer CSR knowledge and environmental attitude directly influence green purchase behavior. Moreover, perceived consumer effectiveness moderates the relationship between consumer CSR knowledge and green purchase behavior but not in the relationship between consumer CSR knowledge and consumer environmental attitude. Meanwhile, consumer environmental attitude is not influenced by consumer CSR knowledge. Also, consumer environmental attitude does not mediate the relationship between consumer CSR knowledge and green purchase behavior. This study is expected to assist the government in measuring how far young Indonesian consumers have shifted to preferring a more environmentally-friendly product and for the company to assess the importance of exercising CSR activities and communicating effectively with the consumer."

"Perkembangan teknologi informasi memberikan kesempatan dan tantangan. Salah satu tantangannya adalah semakin mudahnya penyebaran produk digital yang melanggar hak cipta. Salah satu produk hak cipta yang didistribusikan secara ilegal dengan masif adalah manga. Perdebatan mengenai pengaruh penyebaran scanlation (manga bajakan) masih ramai diperbincangkan. Penelitian ini bertujuan mencari tahu pengaruh scanlation terhadap pembelian manga legal, dengan sampel Mahasiswa Universitas Indonesia. Hasil kesimpulan dari penelitian ini, tidak ditemukan cukup bukti yang menyatakan scanlation memiliki pengaruh negatif terhadap pembelian manga.

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The development of information technology gives us opportunities and challenges. One of the challenge is the distribution of illegal content. One of the illegal content that is massively distributed is scanlation. Scanlation is the pirated version of manga. The debate of the real impact of scanlation on manga sales is still unclear.

This study tries to find the impact of scanlation on the sales of legal manga in Indonesia. The study then concludes that there is not enough evidence on the hypothesis that scanlation harms manga sales."

"ABSTRAKSkripsi ini membahas mengenai pengaruh orientasi pembelian terhadap minatpembelian online konsumen pada Rajakarcis.com. Orientasi pembelian terdiri darishopping enjoyment orientation, impulse purchase orientation, brand orientation,convenience orientation, dan quality orientation. Analisis data menggunakanStructural Equation Modelling (SEM). Data penelitian diambil dari 100responden yang tersebar di wilayah Jabodetabek. Hasil penelitian menunjukkanbahwa shopping enjoyment orientation, brand orientation, dan convenienceorientation memiliki pengaruh terhadap minat pembelian online konsumen.Sedangkan impulse purchase orientation, dan quality orientation tidak memilikipengaruh terhadap minat pembelian online konsumen.

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