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"[ABSTRAKPenelitian ini membahas mengenai kesesuaian diri konsumen anak dengan brand(self-congruity) yang memengaruhi loyalitas brand (brand loyalty). Pengaruhantara self-congruity dan brand loyalty tersebut dimediasi oleh kualitas hubungandengan brand (brand relationship quality). Sebanyak 104 responden, yangmerupakan konsumen brand MILO berusia 11-14 tahun, berpartisipasi dalampenelitian ini. Analisis data dilakukan dengan Structural Equation Modelling(SEM) yang diolah menggunakan program SPSS 22 dan AMOS 21. Hasilpenelitian menunjukkan bahwa self-congruity tidak memengaruhi brand loyaltysecara signifikan. Sementara itu, self-congruity berpengaruh signifikan terhadapbrand relationship quality dan brand relationship quality berpengaruh signifikanterhadap brand loyalty. Maka penelitian ini menunjukkan bahwa self-congruitydapat berpengaruh signifikan terhadap brand loyalty apabila dimediasi oleh brandrelationship quality.ABSTRACTThis research examines the impact of self-congruity on brand loyalty. The impactof self-congruity to brand loyalty is mediated by brand relationship quality. 104children, which are consumers of MILO chocolate drink aged between 11-14years old, participated in this study. Researcher uses Structural EquationModelling (SEM) to analyze the data with SPSS 22 and AMOS 21 programs. Thisresearch finds that self-congruity does not have significant impact toward brandloyalty. However, self-congruity impacts brand relationship quality significantlyand brand relationship quality also impacts brand loyalty significantly. Hence, thisresearch indicates that self-congruity can impact brand loyalty significantly if it ismediated by brand relationship quality.;This research examines the impact of self-congruity on brand loyalty. The impactof self-congruity to brand loyalty is mediated by brand relationship quality. 104children, which are consumers of MILO chocolate drink aged between 11-14years old, participated in this study. Researcher uses Structural EquationModelling (SEM) to analyze the data with SPSS 22 and AMOS 21 programs. Thisresearch finds that self-congruity does not have significant impact toward brandloyalty. However, self-congruity impacts brand relationship quality significantlyand brand relationship quality also impacts brand loyalty significantly. Hence, thisresearch indicates that self-congruity can impact brand loyalty significantly if it ismediated by brand relationship quality., This research examines the impact of self-congruity on brand loyalty. The impactof self-congruity to brand loyalty is mediated by brand relationship quality. 104children, which are consumers of MILO chocolate drink aged between 11-14years old, participated in this study. Researcher uses Structural EquationModelling (SEM) to analyze the data with SPSS 22 and AMOS 21 programs. Thisresearch finds that self-congruity does not have significant impact toward brandloyalty. However, self-congruity impacts brand relationship quality significantlyand brand relationship quality also impacts brand loyalty significantly. Hence, thisresearch indicates that self-congruity can impact brand loyalty significantly if it ismediated by brand relationship quality.]"

"Penelitian ini bertujuan untuk mengetahui loyalitas merek konsumen Indonesia produk pakaian olahraga dari perspektif kesesuaian diri. Survei dengan itu didistribusikan melalui formulir online yang dilakukan dari Jakarta untuk mengumpulkan data untuk pembelajaran ini. Metode Structural Equation Modeling (SEM) digunakan untuk menguji hipotesis. Hasil SEM menunjukkan bahwa terdapat pengaruh yang signifikan antara kesesuaian diri merek dengan asosiasi merek konsumen dan persepsi kualitas, sikap loyalitas merek, dan perilaku loyalitas merek. Padahal yang dihadirkan adalah sikap loyalitas merek tidak mewakili loyalitas merek perilaku. Penelitian ini berkontribusi pada penelitian yang berkembang tentang perspektif kesesuaian diri terhadap loyalitas merek secara empiris menegaskan pengaruh tidak langsung dari kesesuaian merek terhadap loyalitas merek melalui efek mediasi dari asosiasi merek dan kualitas yang dipersepsikan dalam konteks pasar pakaian olahraga Indonesia yang sedang tumbuh.

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This study aims to determine the brand loyalty of Indonesian consumers sportswear products from a self-conformity perspective. A survey with it distributed via an online form carried out from Jakarta to collect data for this learn. The Structural Equation Modeling (SEM) method was used to test hypothesis. SEM results show that there is a significant influence between brand self-congruity and consumer brand associations and quality perceptions, brand loyalty attitudes, and brand loyalty behavior. Although what is presented is an attitude of brand loyalty

does not represent behavioral brand loyalty. This study contributes to the growing research on self-conformity perspectives brand loyalty empirically confirms the indirect effect of brand conformity on brand loyalty through the mediating effects of brand association and perceived quality in the context of the growing Indonesian sportswear market."

"Perkembangan industri fashion di Indonesia mengalami peningkatan yang baik terutama dari segi inovasi yang menyebabkan adanya brand-brand baru bermunculan, dimana konsumen umumnya merupakan milenial. Hal ini menyebabkan peran milenial semakin mendominasi sektor tersebut, sehingga pada penilitian ini bertujuan untuk mengetahui hubungan konsumen milenial dengan Fashion Innovativeness dan brand image dimensions(Cognitive, sensory, dan affective) pada brand fashion favorit,kontribusi brand image dimensions kepada lovemarks (brand love dan brand respect) dan pengaruhnya pada brand loyalty. Penelitian ini mengembangkan model lanjutan dari brand equity(CBBE) dan brand image dimensions. Model yang dikembangkan kemudian divalidasi menggunakan Structural Equations Modeling (SEM) berdasarkan data yang diperoleh melalui survey kepada konsumen yang memiliki brand fashion favorit kisaran usia 19-39 tahun. Hasil penelitian ini mengonfirmasi bahwa fashion innovativeness secara positif berpengaruh terhadap penggunaan brand image associations yang kemudian akan memengaruhi brand love dan brand respect serta terhadap brand loyalty. Implikasi manajerial serta saran bagi penelitian selanjutnya juga dibahas pada penelitian ini. 

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The development of fashion industry in Indonesia experiences a positive surge fundamentally from the innovation factor, which causes new brands to emerge, in which the main consumers are millenials. This causes the role of millenial to be more dominant in the afformentioned sector, hence this research aims to understand the relationship between millenials consumers and Fashion Innovativenes and Brand Image Dimensions (Cognitive, Sensory, and Affective) on favorite fashion brands, the contribution of Brand Image Dimensions towards Lovemarks (Brand Love and Brand Respect), and the impact toward Brand Loyalty.

This research developed the model modified from Consumer-based Brand Equity (CBBE) and Brand Image dimensions. The developed model was then validated using Structural Equation Modeling (SEM) based on data retreived from surveys on consumers, within the age of 19-39 years old, with favorite fashion brands. The findings confirmed that Fashion Innovativeness positively influenced the use of Brand Image Assosication which then further influenced Brand Love and Brand Respect, as well as Brand Loyalty. The managerial implications and recommendation of this reseatch will be further elaborated in this research."

"Kepuasan dan komitmen terhadap suatu merek dapat mempengaruhi kesetiaan merek serta keinginan untuk membeli kembali merek tersebut. Penelitian ini bertujuan untuk melihat pengaruh dari kepuasan merek dengan anteseden nilai, kualitas dan ekuitas merek yang dirasakan serta komitmen merek dan dampaknya terhadap kesetiaan merek dan keinginan membeli kembali pada merek Toyota. Hasil survey dari 120 sampel dengan metode analisis structural equation modeling (SEM), menyatakan bahwa kepuasan dan komitmen terhadap merek secara signifikan berpengaruh positif terhadap kesetiaan merek dan keinginan membeli kembali merek khususnya pada merek Toyota. Walaupun hanya nilai dan kualitas merek yang dirasakan yang secara signifikan berpengaruh positif terhadap kepuasan merek.

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Brand satisfaction and brand commitment affected the automotive brand loyalty and repurchase intention. This study focused to analyze influence of brand satisfaction, with perceived brand value, quality, and equity as antesedents of brand satisfaction and brand commitment especially Toyota users and impacted their brand loyalty and repurchase intention to the Toyota brand. Survey of 120 sample who analyzed with structural equation modeling (SEM), suggested that brand satisfaction and brand commitment on automotive affecting their brand loyalty and brand repurchase intention. But only perceived brand value and quality that directly affected the brand satisfaction, perceived brand equity didn’t directly affect the brand satisfaction."

"Penelitian ini bertujuan untuk mengetahui pengaruh Brand authenticity terhadap Brand trust serta peran Brand trust sebagai mediator dalam membangun Brand Affect dan Brand loyalty pada konsumen brand HMNS di Jabodetabek. Penelitian ini didasarkan pada pemahaman bahwa brand authenticity memiliki peran penting dalam membangun hubungan yang kuat antara brand dengan konsumen. Metode penelitian yang digunakan adalah survei dengan menggunakan kuesioner yang diberikan kepada responden yang merupakan konsumen brand HMNS di Jabodetabek. Pengambilan sampel dilakukan secara purposive dengan mengedepankan kriteria usia minimal 18 tahun dan pengalaman konsumsi terhadap brand HMNS. Total sampel yang terkumpul adalah 149 responden. Hipotesis di uji dengan menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa Brand authenticity memiliki pengaruh yang signifikan terhadap Brand trust. Kemudian, Brand trust berpengaruh signifikan terhadap Brand Affect dan Brand loyalty.

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The purpose of this research is to cognize the influence of brand authenticity on Brand trust and the mediating role of Brand trust in building brand affect and brand loyalty among HMNS brand consumers in Jabodetabek. This study is based on the understanding that brand authenticity plays a crucial role in establishing a strong relationship between the brand and consumers. A survey method was employed, utilizing questionnaires distributed to HMNS brand consumers in Jabodetabek. The sampling was conducted purposively, with a minimum age requirement of 18 years and experience in consuming the HMNS brand. A total of 149 respondents participated in the study. The hypotheses were tested using Struktural Equation Modeling (SEM).The findings of the study indicate that brand authenticity has a significant influence on brand trust. Additionally, brand trust significantly affects both brand affect and brand loyalty. Furthermore, brand authenticity indirectly affects loyalty through brand trust. These results highlight the importance of brand authenticity in building a strong relationship with consumers. The findings have practical implications for brand communication and marketing strategies, emphasizing the need for brands to emphasize authenticity."

"Indonesia memiliki industri kosmetik yang terus mengalami perkembangan pesat tiap tahunnya tetapi perkembangan ini diiringi dengan permasalahan baru yaitu meningkatnya jumlah sampah kemasan produk kecantikan. Dengan kesadaran akan permasalahan lingkungan mendorong merek kosmetik, termasuk Raine Beauty untuk mengadopsi konsep green branding sebagai upaya untuk mengatasi permasalahan tersebut. Tujuan dari penelitian ini adalah untuk melihat bagaimana pengaruh green brand image, green brand attitude, green brand trust terhadap green brand love pada konsumen Raine Beauty di DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei kepada konsumen yang pernah membeli dan menggunakan Raine Beauty dengan jumlah sampel 115 responden. Peneliti menggunakan metode Structural Equation Model atau SEM, dan data yang didapatkan diolah melalui perangkat lunak SPSS 25 serta SmartPLS 4. Hasil dari penelitian ini adalah ditemukannya hubungan yang positif antara green brand image terhadap green brand attitude, green brand image terhadap green brand trust, green brand image terhadap green brand love, green brand attitude terhadap green brand love, green brand trust terhadap green brand love.

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Indonesia has a cosmetics industry that continues to experience rapid development each year, but this progress is accompanied by a new issue, namely the increasing amount of beauty product packaging waste. With awareness of environmental issues driving cosmetic brands, including Raine Beauty, to adopt the concept of green branding as an effort to address these problems. The aim of this research is to examine how the influence of green brand image, green brand attitude, and green brand trust affects green brand love among Raine Beauty consumers in DKI Jakarta. This study uses a quantitative approach with a survey method to consumers who have purchased and used Raine Beauty, with a sample size of 115 respondents. The researcher employs the Structural Equation Model (SEM) method, and the data obtained are processed using SPSS 25 and SmartPLS 4 software. The results of this study indicate a positive relationship between green brand image and green brand attitude, green brand image and green brand trust, green brand image and green brand love, green brand attitude and green brand love, and green brand trust and green brand love."

"Penelitian ini mengkajipengaruhbrand experience terhadap brand satisfaction, brand trust dan brand loyaltydi Blitzmegaplex Grand Indonesia. Enam hipotesis dikemukakan dan secara empiris untuk mengujinya satu set data sampel yang terdiri dari 150 responden dikumpulkan di Blitzmegaplex Grand Indonesia. Hasil penelitian menunjukkan brand experience berpengaruh positif terhadap brand satisfaction dan brand loyalty secara signifikan. Berdasarkan temuan penelitian, implikasi managerial dibuat dan keterbatasan serta saran untuk penelitian selanjutnya. Penelitian ini memberikan kontribusi pengetahuan baru untuk literatur brand management yang sudah ada di Indonesia.

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This study examines the influence of consumer brand experience on brand satisfaction, brand trust and brand loyalty in Blitzmegaplex Grand Indonesia. Six hyphotheses are posited and in order empirically test them, a sample data set of 150 was collected from Blitzmegaplex Grand Indonesia.

The result indicate that brand experience positively influence brand satisfaction and brand loyalty in a significant way. Drawing from the study's findings, managerial implications are discussed and limitations and future research are suggested. By and large, this study immensely contributes new knowledge to the existing body of brand management literatur in Indonesia."

"Penggunaan sosial media yang marak membuat perusahaan harus beradaptasi untuk dapat bertahan di industri. Salah satu cara untuk mengoptimalkannya dengan pemberdayaan pelanggan melalui komunitas berbasis sosial media. Indonesia dengan masyarakat mayoritas muslim menjadi negara yang tepat untuk melakukan bisnis busana muslim sehingga banyak perusahaan yang bergerak di bidang ini. Oleh karena itu, perusahaan harus memaksimalkan kualitas dan membangun loyalitas pelanggan terhadap merek. Penelitian ini akan membahas bagaimana pengaruh engagement type (active engagement level dan passive engagement level) terhadap psychological empowerment (intrapersonal empowerment dan interactional empowerment) dalam meningkatkan brand community commitment untuk menumbuhkan brand loyalty pada pelanggan. Dengan menggunakan metode Structural Equation Model (SEM) yang dilakukan pada aplikasi IBM AMOS 26, penelitian ini menemukan bahwa engagement type (active engagement level dan passive engagement level) berpengaruh positif terhadap psychological empowerment (intrapersonal empowerment dan interactional empowerment), psychological empowerment (intrapersonal empowerment dan interactional empowerment) berpengaruh positif terhadap brand community commitment, dan brand community commitment berpengaruh positif terhadap brand loyalty.

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The widespread use of social media makes companies have to adapt to be able to survive in the industry. One of the way to optimize it is by empowering customers through social media-based communities. Many companies are engaged in this industry because Indonesia is a country where the majority of people embrace Islam. Therefore, companies must maximize quality and build a strong brand loyalty. This study will discuss how the influence of engagement types (active engagement level and passive engagement level) on psychological empowerment (intrapersonal empowerment and interactional empowerment) in increasing brand community commitment to escalate brand loyalty among customers. Using the Structural Equation Model (SEM) method on the IBM AMOS 26, this study found that engagement type (active engagement level and passive engagement level) has a positive effect on psychological empowerment (intrapersonal empowerment and interactional empowerment), psychological empowerment (intrapersonal empowerment and interactional empowerment) has a positive effect on brand community commitment, and brand community commitment has a positive effect on brand loyalty."

"Loyalitas merupakan alat penting yang diperlukan oleh pemasar untuk mempertahankan mereknya ditengah persaingan bisnis yang semakin ketat. Menciptakan konsumen yang loyal merupakan salah satu strategi dari pemasaran. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pengalaman merek terhadap loyalitas merek baik secara langsung maupun tidak langsung melalui kepuasan merek pada konsumen merek merek pakaian H M di Jabodetabek. Jenis penelitian adalah penelitian eksplanatif yang menggunakan pendekatan kuantitatif. Metode pengambilan sampel adalah non-probability sampling dengan teknik convenience sampling. Pengolahan data menggunakan analisis regresi, analisis jalur dan uji sobel. Hasil penelitian menunjukan bahwa pengalaman merek memiliki pengaruh yang signifikan terhadap kepuasan merek. Pengalaman merek memiliki pengaruh yang signifikan terhadap loyalitas merek. Kepuasan merek memiliki pengaruh yang signifikan terhadap loyalitas merek. Pengalaman merek memiliki pengaruh baik secara langsung terhadap loyalitas merek maupun secara tidak langsung melalui kepuasan merek.

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Loyalty is an important tool that marketers need to maintain their brands in the midst of fierce business competition. Creating brand loyal costumers is one of the marketing strategies. The purpose of this study is to determine the effect of brand experience on brand loyalty either directly or indirectly through brand satisfaction on H M clothing brands consumer in Jabodetabek. The type of research is explanatory research using. Sampling method is non probability sampling with convenience sampling technique. Data processing used regression analysis, path analysis, and sobel test. The result of this study indicate that brand experience has a significant influence on brand satisfaction. Brand experience has a significant influence on brand loyalty. Brand satisfaction has a significant influence on brand loyalty. Brand experience has a direct effect on brand loyalty and indirect effect through brand satisfaction."

"Guna memenangkan hati pasar, sebuah merek harus bisa terlihat berbeda dan menonjol ketimbang kompetitiornya. Hal ini dikarenakan persaingan merebut pasar cukup sengit, terlebih dengan banyaknya pilihan dapat membuat konsumen beralih dari satu merek ke merek lainnya. Dalam menjawab permasalahan tersebut, Dove, salah satu anak perusahaan Unilever menciptkan brand personality yang kuat dan sesuai dengan karakteristik perempuan sebagai konsumennya. Adanya brand personality yang kuat memunculkan self-congruence dalam diri konsumen dengan Dove. Secara tidak langsung, keterikatan ini dapat memunculkan keputusan pembelian konsumen terhadap Dove ketimbang merek lainnya.

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In order to win the hearts of the market, a brand should be able to look different and stand out rather than its competitor. This is because the market is quite fierce competition to win, especially with many choices can make consumers switch from one brand to another brand. In order to answer to these problems, Dove, a subsidiary of Unilever, creating a strong brand personality and in accordance with the characteristics of women as consumers. The existence of a strong brand personality led to self-congruence within the consumer with Dove. Indirectly, this attachment can bring the purchasing decision of consumers to Dove than other brands."