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"Kredibilitas merek telah diperhatikan sebagai elemen penting yang membentuk persepsi konsumen terhadap sebuah merek dan memengaruhi pengambilan keputusan mereka. Saat Indonesia memasuki fase baru transisi menuju konektivitas digital, Gojek, salah satu perusahaan terbesar di negara ini, telah muncul sebagai pemain yang signifikan. Gojek dimulai sebagai perusahaan ride-hailing dan memperluas konsep sharing economy melalui perluasan merek, memenuhi permintaan pasar, dan mendapatkan kepercayaan konsumen. Untuk mengikuti perkembangan pasar, penting untuk memahami faktor-faktor yang dapat membantu strategi pemasaran di masa depan. Maka dari itu, makalah ini menyelidiki pengaruh kredibilitas merek terhadap adopsi perluasan merek, menggunakan Gojek dan Gopay sebagai studi kasus, dan menyertakan analisis mediasi pada kepercayaan konsumen. Menggunakan metode survei kuantitatif dengan sampel 187 responden yang dikumpulkan melalui pengambilan sampel sukarela, penelitian ini menemukan bahwa kredibilitas merek memiliki hubungan yang signifikan dengan adopsi perluasan merek, dengan kepercayaan konsumen sebagai peran mediasi. Namun, temuan menunjukkan batasan tingkat faktor di luar kredibilitas merek yaitu keahlian. Studi ini mengembangkan kerangka konsep yang mencakup dimensi dari setiap faktor untuk menawarkan wawasan berharga bagi pemasar tentang cara meningkatkan kredibilitas merek dan kepercayaan konsumen untuk mengadopsi perluasan merek. Dengan demikian, makalah ini memberikan dasar untuk penelitian masa depan tentang adopsi perluasan merek di Indonesia dan sekitarnya.

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Brand credibility has been noted as a significant element that shapes consumers’ perceptions of brands and affects their decision-making. As Indonesia enters a new phase of transition into digital connectivity, Gojek, one of the country’s biggest ventures, has emerged as a significant player. Gojek began as a ride- hailing company and expanded its sharing economy concept through brand extensions, meeting market demand, and gaining consumer trust. To keep up with the evolving market, it is necessary to understand the factors that can aid future marketing strategies. Thus, this paper investigates the effects of brand credibility on brand extension adoption, using Gojek and Gopay as a case study, and includes mediation analysis on consumer trust.

Using a quantitative survey method with a sample of 187 respondents collected through voluntary sampling, the study finds that brand credibility has a significant relationship with brand extension adoption, with consumer trust playing a mediating role. However, the findings suggest a limitation of the level of factors beyond brand credibility that is expertise. This study develops a framework that includes dimensions of each factor to offer valuable insight for marketers on how to leverage a brand’s credibility and consumer trust to adopt brand extensions. In doing so, it provides a foundation for future research on brand extension adoption in Indonesia and beyond. "

"Pasar produk perawatan tubuh pria sudah semakin meningkat pesat dan produk-produknya dihadirkan dalam berbagai bentuk yang berbeda, namun masih kurang inovatif karena masih banyak permintaan atau kebutuhan pria yang tidak terjawab dengan produk yang ada di pasar sekarang, terutama permintaan akan produk perawatan tubuh pria halal. Merek Kahf hadir sebagai produk perawatan pria halal yang dapat memberikan pengalaman yang positif bagi konsumennya. Penelitian ini bertujuan untuk menganalisis pengaruh halal brand personality dan brand experience terhadap brand prestige, brand trust, customer satisfaction dan brand loyalty pada brand halal. Metode pengambilan sampel yang digunakan adalah non-probability judgemental sampling. Survei dilakukan pada masyarakat Indonesia yang pernah membeli dan menggunakan produk perawatan Kahf. Pengolahan data dilakukan dengan menggunakan teknik analisis Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa terdapat pengaruh yang positif dari halal brand personality dan brand experience terhadap brand prestige Kahf, yang lanjutnya berpengaruh positif pada brand trust dan customer satisfaction serta attitudinal loyalty.

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The market for men's body care products has increased rapidly and the products are presented in many different forms. However, this market is still not innovative enough as there are still many unanswered demands with existing products in the market today, especially the demand for halal male personal care products. Kahf brand is here as a halal male care product to provide a positive experience for its consumers. This study aims to analyze the effect of halal brand personality and brand experience on brand prestige, brand trust, customer satisfaction and brand loyalty to halal brand. The sampling method used was non-probability judgmental sampling. The survey was conducted on Indonesians who have bought and used personal care Kahf. Data processing was performed using the Structural Equation Model (SEM) analysis technique. The results of this study indicate that there is a positive effect of halal brand personality and brand experience on Kahf's brand brand prestige, which in turn has a positive effect on brand trust and customer satisfaction and attitudinal loyalty."

"Dengan citra yang positif yang dimiliki oleh suatu merek lebih memungkinkan konsumen untuk memilih merek tersebut dalam melakukan pembelian. Citra merek yang positif merupakan salah satu faktor dalam pembentukan loyalitas merek. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh citra merek terhadap loyalitas merek Scotch-Brite?. Penelitian ini adalah penelitian kuantitatif dengan desain eksplanatif. Penelitian ini menggunakan metode regresi sederhana. Hasil dari penelitian ini menunjukkan bahwa Scotch-Brite? memiliki citra merek yang baik; loyalitas merek Scotch-Brite? adalah baik; dan citra merek Scotch-Brite? memiliki hubungan yang positif terhadap loyalitas mereknya dan memiliki pengaruh yang kuat.

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With a positive image that is owned by a brand allows more consumers to choose the brand in the purchase. Positive brand image is one of the factors in the formation of brand loyalty. This study aims to determine the influence of brand image on brand loyalty of Scotch-Brite? scourer.

This research is a quantitative research with explanative design. This study uses simple regression. The results of this study indicate that the Scotch-Brite? has a good brand image and a good brand loyalty; and brand image of Scotch - Brite ? has a positive and strong influence on brand loyalty."

"Nowadays, brand does not function as an identity or to differentiate of one product to others only. The branding has been extending in many product categories which are marketed to consumers. To offer their products, the producers can not rely on functional benefits only, but also needs to take the emotional approach to the consumers by the brand given. The approach to give the emotional benefit is through the personalities of the brand as human personalities, included to fashion products. The brand must appear as the consumers it self in order to gain the brand loyalty in long time.The purpose of this research is to find out how the impact of brand personality to brand loyalty of the consumers of fashion brand Zara at Jakarta. In addition to know which dimension of brand personality is most influential to brand loyalty. This research also using Aaker?s dimensions of brand personality, sincerity; excitement; competence; and sophistication. Aaker?s theory about the benefit of brand (functional; emotional; and self-expressive) is used as the first step to refer the brand personality concept. The theories are used to measure the brand loyalty of the consumers based on Aaker?s and Peter and Olson?s measurement.The approach used in this research is quantitative approach with descriptive as a type of research. In order to get the data that support this research, the writer using purposive sampling by distributed 23 questions related to the indicators from the dimensions stated above to 100 respondents in 5 locations (Zara?s store in Jakarta) with judgemental sampling. To find out the brand personality dimensions as independent variable to brand loyalty as dependent variable, the writer uses factor analysis and multiple regression in the measurement.The finding of this research suggests that three of four dimensions which use in measurement, have significant positive impact to brand loyalty. And the result suggests that dimension of competence has biggest impact to brand loyalty than others dimension in brand personality. Besides, dimension of excitement has no impact to the brand loyalty.This research also gives the managerial implications related to the result to Zara?s management, especially in Indonesia. The consumers did not fully aware and care about the competitive advantage which Zara offers, which most appear in dimension of excitement. So that Zara?s Indonesia should adopt the markets here better and more adaptive in the way to gain the brand loyalty of consumers. The best thing that Zara?s Indonesia can do is through the approach of characteristic, and also the culture of brand preference of Indonesian consumers."

"Manajemen inventaris pada suatu perusahaan merupakan hal yang penting untuk dilakukan oleh sebuah organisasi atau perusahaan yang kegiatan bisnisnya berhubungan dengan aktivitas penambangan sumber daya alam untuk mengatur perencanaan stok barang dan melaporkan penggunaan barangnya. PT. Palu Batu Madu (PBMadu) merupakan salah satu perusahaan yang melakukan manajemen pencatatan data inventaris. Manajemen inventaris yang dilakukan oleh PBMadu adalah mencangkup pengelolaan stok barang atau sparepart yang akan digunakan untuk pemeliharaan alat berat serta pelaporan penggunaan sparepart yang disimpan pada berkas di dalam satu komputer. Namun pada pelaksanaannya, PBMadu mengalami kesulitan ketika melakukan pencatatan yaitu para staf harus melakukan unggah dan unduh dokumen pencatatan inventaris berulang kali setiap ingin memperbarui data inventaris karena data belum terpusat. PBMadu menerapkan prosedur pencatatan biaya penggunaan sparepart dengan metode First In First Out (FIFO) yang dalam pelaksanaannya seringkali mengalami kendala yaitu para staf tidak dapat memastikan urutan barang yang masuk ke inventaris secara pasti. Perusahaan PBMadu menilai bahwa proses pencatatan inventaris saat ini kurang efisien dan akurat sehingga menginginkan sebuah sistem manajemen inventaris berbasis website yang dapat menyimpan data secara online dan terpusat. Sistem manajemen inventaris tersebut bernama PBMadu Inventaris. Penelitian dan pengembangan sistem PBMadu Inventaris diperlukan untuk memenuhi kebutuhan akan sistem manajemen inventaris yang sesuai dengan kebutuhan pengguna. Alur penelitiannya diawali dengan studi literatur mengenai masalah yang dialami perusahaan, requirement gathering dengan melakukan wawancara dengan pengguna, Unified Modeling Language (UML) dengan membuat Use Case Diagram (UCD) dan model relasional, pengembangan sistem dengan metode Rapid Application Development (RAD), dan diakhiri dengan pengujian sistem dengan User Acceptance Test (UAT), Usability Testing (UT), dan System Usability Scale (SUS). Hasil evaluasi menunjukkan bahwa sistem layak untuk digunakan dan sudah mendapat persetujuan dari pihak perusahaan PBMadu.

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Inventory management in a company is an important thing to be done by an organization or company whose business activities are related to natural resource mining activities to manage inventory planning and report the use of goods. PT. Palu Batu Madu (PBMadu) is a company that manages inventory data records. Inventory management carried out by PBMadu includes managing the stock of goods or spare parts that will be used for heavy equipment maintenance as well as reporting on the use of spare parts which are stored in a file on a single computer. However, in practice, PBMadu experienced difficulties when recording the inventory, which is the staff had to upload and download inventory documents repeatedly every time they wanted to update inventory data because the data was not yet centralized. PBMadu applies the procedure for recording the cost of using spare parts using the First In First Out (FIFO) method which in practice often experiences problems, which is staff cannot ensure the exact order of items that enter the inventory. The PBMadu company considers that the current inventory recording process is inefficient and inaccurate, so they want a website-based inventory management system that can store data online and centrally. The inventory management system is called PBMadu Inventaris. Research and development of the PBMadu Inventory system is needed to meet the need for an inventory management system that suits user needs. The research flow begins with a literature study on the problems experienced by companies, requirement gathering by conducting interviews with users, Unified Modeling Language (UML) by making Use Case Diagrams (UCD) and relational model, system development using the Rapid Application Development (RAD) method, and ends with system testing with the User Acceptance Test (UAT), Usability Testing (UT), and the System Usability Scale (SUS). The evaluation results show that the system is feasible to use and has been approved by the PBMadu company."

"Nama : IlhaminingsihProgram studi : Profesi PsikologiReferensi : 12 jurnal, 16 buku, 2 tugas akhir, 1 skripsiMerek dapat dikatakan sebagai sebuah nama, logo, simbol, design atau kombinasi dari kesemuanya yang dapat membedakan sebuah produk atau jasa dari kompetitornya. Kunci untuk menciptakan merek adalah pemilihan nama, logo, simbol, design atau atribut-atribut yang dapat mengidentifikasi produk atau jasa lainnya.Demikian halnya bagi perusahaan Konsultan X. Memilih nama lembaga yang tepat adalah faktor yang penting. Perusahaan X ini dibangun atas dasar mimpi dan do'a. Mereka ingin nama lembaga ini mencerminkan mimpi dan doa tersebut. Suatu nama yang dapat memberikan pesan dan semangat yang positif, baik bagi mereka maupun orang lain. Nama itu haruslah sesuatu yang menunjukkan suatu visi, mimpi ke depan, harapan, keinginan yang tinggi, angan-angan. Sesuatu yang merupakan cita-cita, bayangan tentang sesuatu yang ingin dicapai di masa depan.Menurut Kohli dan LaBahn (1997) pemilihan sebuah nama merupakan hal yang penting, hal tersebut berkaitan dengan sebuah nama haruslah dapat menarik bagi pengguna jasa dan hasil akhirnya tentu saja keuntungan bagi perusahaan. Bagi organisasi, seperti yang sudah disebutkan oleh Kohli dan LaBahn (1997) bahwa struktur nama merek bisa memberikan keuntungan yang besar, termasuk didalamnya keuntungan yang meningkatkan sisi kompetitif dari perusahaan. Lebih lanjut lagi, mereka menyusun tahap-tahap proses penamaan merek. Melalui langkah tersebut, penulis menyusun proses pemilihan nama merek korporat bagi perusahaan Konsultan X.Kata kunci: strategi pemasaran, branding, brand name & corporate brand name.

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Name: Ilhaminingsih

Study Program: Psychology

References: 12 journals, 16 books, 2 graduate final paper, 1 undergraduate thesis

Brand can be phrased as a name, logo, symbol, design or a combination of all which differentiates a product or service form its competitors. The key of creating a brand is the selection of a name, logo, symbol, designs or attributes that can identify the product or service that differentiates it from others of its kind.

This also applies to X Consultans. Selecting the right name is an important factor. This X Company was built based on dreams and prayers. They want the name of this organization to reflect these dreams and prayers, a name that can give a positive message and spirit, for themselves and other people. A name that should show a vision, a dream of the future, high hopes, thought, aspiration and notion for a future goal.

According to Kohli and LaBahn (1997), name selection is an important matter, because it is associated with a name that should be attractive for service users and the company's benefit as the end result. For an organization, as mentioned by Kohli and LaBahn (1997), the structure of a brand-name can bring great benefits, including benefits that increase the company's competitive side. Kohli and LaBahn also constructed steps for the process of naming a brand. Using those steps, I construct the process of a corporate brand name selection for X Consultans Company.

Key words: marketing strategy, branding, brand name & corporate brand name"

"[ABSTRAKPemasaran adalah tentang menawarkan proposisi nilai yang superior.Fenomena akhir akhir ini megindikasikan bahwa produk ataupun service sebagaiproposisi nilai tidak lagi mencukupi untuk berperan sebagai nilai ataupun alatdiferensiasi dan nilai tersebut telah berpindah ke penciptaan pengalamanpelanggan. Mengadaptasi teori merek pengalaman dari ranah pemasaran dan teoripengalaman dari ranah pariwisata, disertasi ini berusaha menyusun sebuah modelkomprehensif pengalaman merek destinasi. Penelitian mengambil kasus Balisebagai destinasi wisata dan dilakukan melalui tiga tahap, wawancara pendekdengan metode SPACE matrix, Focus Group Discussion dan survey kuisioner.Hasil penelitian berhasil mengidentifikasi anteseden dan konsekuensi dari modelpengalaman merek destinasi dan membuktikan bahwa pengalaman merekdestinasi dan keaslian merek destinasi mempunyai pengaruh penting dalamkesetiaan merek pelanggan dalam konteks destinasi pariwisata;

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ABSTRACTThis dissertation is driven from the notion that marketing is all aboutoffering superior value. It is suggested that the traditional product and servicevalue proposition is no longer adequate and the meaning of value is rapidlyshifting to experiences. Adapting branding theory from marketing and experiencefrom tourism, this dissertation developed a comprehensive and holistic model ofdestination brand experience. This includes investigating its antecedents,consequences and relationships within the model with loyalty. The researchconsisted of three phases with combination of methodologies: Strategic Positionand Competitive Evaluation (SPACE), Focus Group Discussion and aquestionnaire survey, and took Bali as the destination case. The result hasprovided a context background, identified and validated antecedent andconsequences of destination brand experience. Moreover, it proved thatdestination brand experience has significant relationship to destination brandloyalty. It also showed that destination brand authenticity has a mediation role inthe relationship between destination brand experience and destination brandloyalty;This dissertation is driven from the notion that marketing is all aboutoffering superior value. It is suggested that the traditional product and servicevalue proposition is no longer adequate and the meaning of value is rapidlyshifting to experiences. Adapting branding theory from marketing and experiencefrom tourism, this dissertation developed a comprehensive and holistic model ofdestination brand experience. This includes investigating its antecedents,consequences and relationships within the model with loyalty. The researchconsisted of three phases with combination of methodologies: Strategic Positionand Competitive Evaluation (SPACE), Focus Group Discussion and aquestionnaire survey, and took Bali as the destination case. The result hasprovided a context background, identified and validated antecedent andconsequences of destination brand experience. Moreover, it proved thatdestination brand experience has significant relationship to destination brandloyalty. It also showed that destination brand authenticity has a mediation role inthe relationship between destination brand experience and destination brandloyalty, This dissertation is driven from the notion that marketing is all aboutoffering superior value. It is suggested that the traditional product and servicevalue proposition is no longer adequate and the meaning of value is rapidlyshifting to experiences. Adapting branding theory from marketing and experiencefrom tourism, this dissertation developed a comprehensive and holistic model ofdestination brand experience. This includes investigating its antecedents,consequences and relationships within the model with loyalty. The researchconsisted of three phases with combination of methodologies: Strategic Positionand Competitive Evaluation (SPACE), Focus Group Discussion and aquestionnaire survey, and took Bali as the destination case. The result hasprovided a context background, identified and validated antecedent andconsequences of destination brand experience. Moreover, it proved thatdestination brand experience has significant relationship to destination brandloyalty. It also showed that destination brand authenticity has a mediation role inthe relationship between destination brand experience and destination brandloyalty]"

"Mobile Phones Industry has increased and more competitive nowadays. It could be seen from the variety of mobile phones product segmentation. So that, many of company created an innovative product mobile phones with the multifunction and usage from brand they offered. This challenge was answered by Nokia which became the producer of mobile phones branded.The purpose from this research was to find out what the consumer perception about the brand association based on the brand function of Nokia and the effect to their responses. In this study, used four variables that build Brand Function such as Guarantee Function, Personal Identification, Social Identification and Status was measured the positive influence on consumer responses to accept brand extentions, to recommend the brand and to pay the premium price.This research was conductded during December 2007. To support this research, 130 questions were distributed, consisted of 26 questions that related to all indicators as mentioned above. This research used the combination of puposive sampling and accidental convenience sampling. Factor analysis and multiple linear regression were used to analize the data.This research found that dimensions that build brand extentions which had a significant influence to the consumer response to accecpt brand extentions were Guarantee Function and Social Identification had a significant influence; Personal Identification and Status have not a significant influence. The dimensions that build brand functions which had a significant influence to the consumer response to recommend the brand were Guarantee Function, Personal Identification and Social Identification function. And the last the dimensions that build brandfunction which had a positive influence to the consumer response to pay premium price were Guarantee Function, Personal Identification Function and Status had a significant influence; Social Identification had not a significant influence."