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"Penelitian ini bertujuan untuk menganalisis pengaruh brand authenticity terhadap brand attachment. Penelitian ini menggunakan pendekatan kuantitatif dengan melakukan survei menggunakan instrumen kusioner yang disebarkan kepada 130 orang responden di Jakarta Selatan. Pengolahan data dalam penelitian ini menggunakan metode analisis regresi sederhana. Hasil dari penelitian ini menunjukkan seluruh dimensi yang terdapat pada brand authenticity yang terdiri dari quality commitment,  heritage, continuity, originiality, dan naturalness berpengaruh terhadap brand attachment. Hal ini menunjukkan bahwa brand authenticity yang dipertahankan oleh Teh Botol Sosro berpengaruh terhadap keputusan pembelian konsumen sehingga menghasilkan keterikatan secara kognitif dengan para konsumen. 

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This study aims to analyze the influence of brand authenticity on brand attachment. This study uses a quantitative approach by conducting a survey using a questionnaire instrument distributed to 130 respondents in South Jakarta. Data processing in this research uses simple regression analysis method. The findings of this study present that all dimensions contained in brand authenticity consisting of quality commitment, heritage, continuity, originality, and naturalness affect the brand attachment. This result shows that brand authenticity maintained by Teh Botol Sosro influences consumer purchasing decisions to produce cognitive attachment with consumers."

"[Emotional brand attachment is a core issue that marketers need to further considerate inthe field of marketing. Marketers find the need to understand the factors that effect consumer’s inbuilding their emotional brand attachment. They need to understand what are the factors behindconsumers purchase behavior and what keeps them from switching from one brand to another.By understanding this in more depth marketers will be able to make more effective and efficientapproaches to build consumers emotional brand attachment, in which will result in an increase inconsumer’s brand loyalty.Emotional Brand Attachment and Brand Personality: The Relative Importance of theActual and the Ideal Self is an interesting topic, focusing on which between the actual and theideal self that has the more contribution towards building consumer’s emotional brandattachment. They suggested that there are three moderator variables that affect consumer’semotional brand attachment and concluded that this information is necessary for marketers increating brand personality (Malar, Krohmer, Hoyer & Nyffenegger 2011).Although these variables have impacts on building consumer’s emotional brandattachment, the framework proposed could be improved by adding the variables from the branditself, which has been proved by previous studies to also have huge impact towards consumer’semotional brand attachment.The key theme of this paper is to broaden the existing findings of the authors and byviewing it from a different perspective which is done by including the dimensions of brandexperience and attachment security as the variables that also have impacts towards consumer’semotional brand attachment, rather than focusing on which between the ideal and the actual selfmarketers should focus on in creating brand personality. The implication of this framework willtherefore broaden marketers’ approach in building consumer’s emotional brand attachment.

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Emotional brand attachment is a core issue that marketers need to further considerate in

the field of marketing. Marketers find the need to understand the factors that effect consumer’s in

building their emotional brand attachment. They need to understand what are the factors behind

consumers purchase behavior and what keeps them from switching from one brand to another.

By understanding this in more depth marketers will be able to make more effective and efficient

approaches to build consumers emotional brand attachment, in which will result in an increase in

consumer’s brand loyalty.

Emotional Brand Attachment and Brand Personality: The Relative Importance of the

Actual and the Ideal Self is an interesting topic, focusing on which between the actual and the

ideal self that has the more contribution towards building consumer’s emotional brand

attachment. They suggested that there are three moderator variables that affect consumer’s

emotional brand attachment and concluded that this information is necessary for marketers in

creating brand personality (Malar, Krohmer, Hoyer & Nyffenegger 2011).

Although these variables have impacts on building consumer’s emotional brand

attachment, the framework proposed could be improved by adding the variables from the brand itself, which has been proved by previous studies to also have huge impact towards consumer’s

emotional brand attachment.

The key theme of this paper is to broaden the existing findings of the authors and by

viewing it from a different perspective which is done by including the dimensions of brand

experience and attachment security as the variables that also have impacts towards consumer’s

emotional brand attachment, rather than focusing on which between the ideal and the actual self

marketers should focus on in creating brand personality. The implication of this framework will

therefore broaden marketers’ approach in building consumer’s emotional brand attachment., Emotional brand attachment is a core issue that marketers need to further considerate in the field of marketing Marketers find the need to understand the factors that effect consumer rsquo s in building their emotional brand attachment They need to understand what are the factors behind consumers purchase behavior and what keeps them from switching from one brand to another By understanding this in more depth marketers will be able to make more effective and efficient approaches to build consumers emotional brand attachment in which will result in an increase in consumer rsquo s brand loyalty Emotional Brand Attachment and Brand Personality The Relative Importance of the Actual and the Ideal Self is an interesting topic focusing on which between the actual and the ideal self that has the more contribution towards building consumer rsquo s emotional brand attachment They suggested that there are three moderator variables that affect consumer rsquo s emotional brand attachment and concluded that this information is necessary for marketers in creating brand personality Malar Krohmer Hoyer Nyffenegger 2011 Although these variables have impacts on building consumer rsquo s emotional brand attachment the framework proposed could be improved by adding the variables from the brand itself which has been proved by previous studies to also have huge impact towards consumer rsquo s emotional brand attachment The key theme of this paper is to broaden the existing findings of the authors and by viewing it from a different perspective which is done by including the dimensions of brand experience and attachment security as the variables that also have impacts towards consumer rsquo s emotional brand attachment rather than focusing on which between the ideal and the actual self marketers should focus on in creating brand personality The implication of this framework will therefore broaden marketers rsquo approach in building consumer rsquo s emotional brand attachment ]"

"

Emoji merupakan bahasa yang muncul akibat pola komunikasi termediasi komputer sebagai representasi isyarat nonverbal yang umum ditemukan dalam konteks interpersonal dan bisnis. Tujuan penelitian ini adalah untuk mengetahui fungsi dan peran emoji dalam iklan, sebagai variabel mediasi antara consumer engagement pada SNS terhadap positive affect, brand attachment, serta purchase intention. Penelitian dilakukan di Indonesia melihat tingginya tingkat penyerapan internet dan pertumbuhan e-commerce. Peneliti melakukan uji model menggunakan analisis Structural Equation Modeling (SEM) berdasarkan dua penelitian terdahulu yang dilakukan Das, Wiener, dan Kareklas (2019) serta Arya, Sethi, dan Verma (2018). Dalam penelitian ini dilakukan survei online kepada 259 anggota grup Facebook FJB Kamera Analog dan Roll Film dengan margin of error 5%. Hasil penelitian menunjukkan bahwa penggunaan emoji dalam iklan memediasi pengaruh positif consumer engagement terhadap positive affect serta purchase intention, tetapi tidak dengan brand attachment. Secara keseluruhan, penggunaan emoji dalam iklan dapat diterapkan sebagai salah satu strategi komunikasi yang efektif sekaligus kreatif karena dapat membangkitkan antusiasme yang mengarah pada meningkatnya minat beli konsumen.

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Emoji is a language that emerges from computer-mediated communication patterns as a representation of nonverbal cues that commonly found in interpersonal and business contexts. The purpose of this study was to determine the function and role of emoji in ads, as a mediating variable between consumer engagement on SNS toward positive affect, brand attachment, and purchase intention. The research was conducted in Indonesia because of the high rate of internet absorption and the growth of e-commerce. Model testing was carried out using Structural Equation Modeling (SEM) analysis, based on two previous studies by Das, Wiener, and Kareklas (2019) as well as Arya, Sethi, and Verma (2018). In this study an online survey was conducted on 259 Facebook group members FJB Kamera Analog dan Roll Film with a 5% margin of error. The results showed that the use of emoji in ads mediated the positive influence of consumer engagement toward positive affect and purchase intention, but not with brand attachments. Overall, the use of emoji in ads can be applied as one of the effective and creative communication strategies because it can generate enthusiasm that leads to increased purchase intention.

"

"Untuk bersaing dengan para kompetitor sebuah bisnis harus dapat membuat ikatan dengan para pelanggannya, ikatan antara merek dengan pelanggannya ini dinamakan brand attachment. Brand attachment dapat terbentuk melalui beberapa faktor seperti brand experience dan brand trust. Penelitian ini mempunyai tujuan untuk menjelaskan bagaimana brand attachment terhubung dengan brand experience. Selain itu juga untuk mengetahui bagaimana peran mediasi brand trust, penghasilan dan umur. Penelitian ini dilakukan terhadap masyarakat DKI Jakarta yang merupakan pelanggan Restoran Sederhana. Dengan menganalisis 113 responden melalui kuesioner online. Data dianalisis menggunakan regresi linier sederhana dan regresi linier berganda. Hasil penelitian menunjukkan adanya pengaruh positif antara brand experience dengan brand attachment pada pelanggan Restoran Sederhana di DKI Jakarta, dan tidak ada efek mediasi dari penghasilan terhadap hubungan brand trust dengan brand attachment, dan tidak ada juga efek mediasi umur terhadap hubungan brand experience dengan brand attachment pada pelanggan Restoran Sederhana di DKI Jakarta. Brand trust terbukti memediasi hubungan brand experience dengan brand attachment, dan penghasilan yang lebih rendah terbukti memediasi hubungan brand experience terhadap brand trust pada pelanggan Restoran Sederhana di DKI Jakarta.

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To compete with its competitors, a business must be able to make bonds with its customers, this bond between brands and customers is called brand attachment. Brand attachment can be formed through several factors such as brand experience and brand trust. This study aims to explain how brand attachment relates to brand experience. In addition, to find out how the mediating role of brand trust, income, and age. This research was conducted on the people of DKI Jakarta who are customers of Restoran Sederhana. By analyzing 113 respondents through an online questionnaire. Data were analyzed using simple linear regression and multiple linear regression thrpugh SPSS 25. The results showed that there was a positive influence between brand experience and brand attachment on Restoran Sederhana customers in DKI Jakarta, and there was no mediating effect of income on the relationship between brand trust and brand attachment, and there was also no mediating effect of age on the relationship between brand experience and brand attachment. Simple Restaurant customers in DKI Jakarta. Brand trust has been proven to mediate the relationship between brand experience and brand attachment, and lower income has been proven to mediate the relationship between brand experience and brand trust for Restoran Sederhana customers in DKI Jakarta."

"Dalam satu dekade terakhir, sisi gelap dari permasalahan perilaku konsumen mulai bermunculan, salah satunya adalah perilaku compulsive buying. Self-congruence dan brand attachment merupakan salah satu pendorong timbulnya perilaku konsumen tersebut. Fenomena ini juga terjadi pada salah satu merek fashion ternama, yakni Uniqlo. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh self-congruence terhadap compulsive buying melalui brand attachment sebagai mediasi pada konsumen Uniqlo di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif. Populasi target dalam penelitian ini adalah konsumen Uniqlo yang berdomisili di Jabodetabek. Pengumpulan data dilakukan dengan menggunakan instrumen kuesioner yang disebarkan secara daring. Ukuran sampel yang ditentukan untuk penelitian ini adalah 130 sampel. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis regresi sederhana dan regresi berganda dengan software SPSS. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh self- congruence terhadap compulsive buying melalui brand attachment sebagai mediasi pada konsumen Uniqlo di Jabodetabek. Persepsi konsumen tentang kesesuaian antara konsep diri (aktual atau ideal) berdampak positif pada keterikatan merek, yang mengarah pada perilaku pembelian kompulsif.

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In the last decade, the dark side of consumer behavior problems began to emerge, such as compulsive buying behavior. Self-congruence and brand attachment are the drivers of this consumer behavior. This phenomenon also occurs in one of the well-known fashion brands, namely Uniqlo. The purpose of this study is to analyze the effect of self-congruence towards compulsive buying through brand attachment as mediation on Uniqlo consumers in Jabodetabek. This study uses a quantitative approach. The target population of this study is Uniqlo consumers who live in Jabodetabek. Data collection was carried out using a questionnaire instrument which was distributed online. The sample size determined for this study was 130 samples. Simple regression analysis and multiple regression analysis with SPSS software are used for data analysis. The results showed that there is an effect of self-congruence towards compulsive buying through brand attachment on Uniqlo consumers in Jabodetabek. Consumers' perceptions about the fit between self-concepts (actual or ideal) positively impacted brand attachment, which led to compulsive buying behavior."

"Dalam hal periklanan atau pemasaran, konsumen masa kini diketahui sudah lebih skeptis terhadap iklan atau pesan pemasaran dengan media tradisional seperti TV, majalah, radio, dan lain lain. Sebagai akibatnya, bisnis-bisnis mulai beralih ke media sosial untuk menyampaikan pesan pemasaran. Saat ini, banyak akun bisnis di media sosial yang mulai menggunakan gaya bahasa yang lebih santai dan kasual, layaknya bahasa sehari-hari, dengan tujuan untuk berinteraksi lebih akrab dengan konsumen mereka. Penelitian ini bertujuan untuk melihat pengaruh dari penggunaan jenis konten pada media sosial sebuah merek ke awareness. Oleh karena itu, profil media sosial dua merek yang berbeda dijadikan objek penelitian. Responden pada penelitian ini berjumlah 420 orang, yang dibagi menjadi dua grup sama rata. Grup pertama diberi stimulus profil media sosial dengan konten informal, dan grup kedua diberi stimulus profil media sosial dengan konten lebih formal. Variabel yang diuji pengaruhnya pada awareness adalah emotional brand attachment responden terhadap konten media sosial dua merek tersebut. Hasil penelitian menunjukkan bahwa emotional brand attachment tidak dapat secara langsung mempengaruhi awareness. Ada variabel mediasi yang berperan penting dalam menjembatani emotional brand attachment dan awareness, yaitu brand credibility. Implikasi manajerial untuk perusahaan-perusahaan yang sedang mengembangkan media sosial bisnis mereka adalah bahwa meningkatkan kesadaran merek melalui media sosial sebaiknya dengan cara membuat konsumen berpersepsi bahwa merek tersebut kredibel dan terpercaya.

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Regarding advertising and marketing, the consumers of today's society are known to be more skeptical towards advertisements and marketing messages from traditional media such as TV, magazines, radio, etc. To cater to that, businesses recently are starting to utilize social media to convey marketing messages. Nowadays, there is a trend of businesses' social media accounts utilizing casual every day language and content, which purpose is to be able to reach and connect with their consumers better. The purpose of this research is to examine the influence of different types of a brand's social media content towards awareness. Therefore, the objects of this research are the social media profiles of two different brands. A total of 420 respondents are split into two equal groups. The first group is given a social media page that applies a more informal content and the second group is given another that applies a more formal content. The variable to be tested for an influence towards awareness is the emotional brand attachment of the respondents towards the contents of the two social media pages. Results show that emotional brand attachment by itself is unable to directly influence awareness. There is an important variable that bridges emotional brand attachment and awareness, which is brand credibility. The managerial implication from this research, especially for companies trying to improve their social media strategies, is that shaping brand awareness through social media must be done through shaping the consumers' perception that the brand is credible and trustworthy, because liking, or being attached to the brands' contents is not enough."

"Kecocokan seorang konsumen dengan suatu merek dapat mendorong keterikatan konsumen dengan merek tersebut, yang kemudian mengarahkan pada beberapa perilaku konsumen. Skripsi ini membahas tentang peran dari ideal self-congruence terhadap emotional brand attachment, compulsive buying, brand loyalty, dan external trash-talking. Selanjutnya, skripsi ini juga membahas peran dari emotional brand attachment terhadap beberapa perilaku konsumen yang terdiri dari compulsive buying, brand loyalty, dan external trash-talking dengan objek penelitian pada produk-produk fashion.Penelitian ini menggunakan desain penelitian conclusive-descriptive dan single-cross sectional. Kriteria responden adalah pria dan wanita dengan usia 17 tahun ke atas yang memiliki satu atau beberapa merek fashion favorit dan pernah melakukan pembelian produk dari merek favoritnya dalam satu tahun terakhir. Kuesioner disebarkan melalui google form, dengan total 208 responden yang didapatkan, dan pengolahan datanya dilakukan dengan Structural Equation Modeling (SEM) menggunakan software Lisrel 8.51.Hasil penelitian menunjukkan bahwa ideal self-congruence mempengaruhi emotional brand attachment dan brand loyalty, tetapi tidak mempengaruhi compulsive buying dan external trash-talking secara langsung. Selain itu, dari hasil penelitian juga didapatkan bahwa emotional brand attachment berpengaruh positif terhadap compulsive buying, brand loyalty, dan external trash-talking.

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The congruence of a consumer with a brand can encourage consumers engagement with the brand, which then leads to some consumer behavior. This study discusses the role of ideal self-congruence on emotional brand attachment, brand loyalty, compulsive buying, and external trash-talking. Furthermore, this study also discusses the role of emotional brand attachment on several consumer behaviors such as compulsive buying, brand loyalty, and external trash-talking with fashion products as the object of research.

This study used conclusive-descriptive and single-cross sectional research designs. The criteria of respondents were men and women aged 17 years and over who has one or several favorite fashion brands and had purchased products from their favorite brands in the past year. The questionnaire was distributed through google form, with a total of 208 respondents obtained, and the data processing was done by using Structural Equation Modeling (SEM) with Lisrel 8.51 software.

The results showed that ideal self-congruence affects emotional brand attachments and brand loyalty but does not directly affect compulsive buying and external trash-talking. In addition, the study also found that emotional brand attachment has a positive effect on compulsive buying, brand loyalty, and external trash-talking."

"Skripsi ini membahas tentang pengaruh dari brand community Honda Brio yang terdiri dari brand kripsi ini membahas tentang pengaruh dari brand community Honda Brio yang terdiri dari brand community identification dan brand community commitment terhadap brand identification dan brand commitment Honda Brio dengan melihat peran mediasi dari brand attachment dan peran moderasi dari perceived community-brand similliarity. Pengolahan data dalam penelitian ini menggunakan analisis path dalam program Smartpls 2.0. Hasil penelitian ini membuktikan bahwa brand community secara signifikan mempengaruhi brand identification dan brand commitment, brand attachment memiliki peran mediasi yang penting sedangkan efek moderasi perceived community-brand similiariy hanya ada pada satu hubungan sedangkan efek moderasi perceived community-brand similiariy hanya ada pada satu hubungan.

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This research discusses about the This research discusses about the effect of Honda Brio’s brand community which consists of brand community identification and brand community commitment on brand identification and brand commitment toward Honda Brio with the mediation role of brand attachment and moderation role of perceived community-brand similarity. Smartpls 2.0 was used to process the data.

The result of this research indicates that brand community has a significant effect on brand identification and brand commitment. Brand attachment play a full mediatin role but perceived community-brand similiarity only moderates one relation."

"ABSTRAK Emotional brand attachment adalah sebuah ikatan emosional antara konsumen dengan brand dan merupakan tujuan utama kesuksesan brand. Salah satu komponen untuk membentuk brand attachment relationship adalah dengan menonjolkan sentimental and emotional memories, yang mengandalkan pengalaman nostalgia konsumen,orang atau memori. Strategi inilah yang digunakan oleh Indomie. Dalam rangka merayakan anniversary ke-45 tahun, Indomie meluncurkan tayangan iklan yang menceritakan perjalanan brand di Indonesia. Tak hanya itu, kemasan retro diproduksi kembali dan menuai antusiasme yang tinggi di media sosial.Penelitian ini ditujukan untuk melihat unsur apa, dalam kasus ini IndomieSeleraku 45 tahun, yang menjadi daya tarik oleh generasi millenial. Dari unsur yang menarik tersebut, peneliti ingin melihat bagaimana proses Emotional Brand Attachment bercorak nostalgia pada generasi millenial. Hal ini didasari ketertarikan peneliti yang ingin melihat konten nostalgia mampu menarik perhatian generasi millenial, walaupun mereka belum pernah merasakan momen tersebut. Penelitian ini dilakukan dengan metode kualitatif dengan studi kasus pada tayangan IndomieSeleraku 45 tahun. Pengumpulan data primer dilakukan bdengan wawancara mendalam dengan jumlah tiga informan yang termasuk generasi millenial, aktif di media sosial dan memiliki pengaruh terhadap tayangan iklan tersebut.Penelitian ini menemukan bahwa visual storytelling yang berisi konten yang sesuai dengan interest, relevant dan valueable memiliki daya tarik kosnumen. Dari konten yang efektif tersebut, informan akan mengaitkannya dengan memori yang positif, kemudian mengaitkan dengan pengalaman saat mengonsumsi brand dan keseuaian dengan personality brand tersebut. Di samping itu, adanya kelangkaan produk meningkatkan rasa penasaran akan produk tersebut. Hal menarik lainnya adalah media sosial mampu menyajikan keterlibatan dan interaktivas antara konsumen dan brand dapat meningkatkan unsur kedekatan konsumen-brand.

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ABSTRACT Emotional brand attachment is a bond between consumer and a brand. It is a brand rsquo s main objective to success. One of the components to form a brand attachment relationship is emphasizing on sentimental and emotional memories, which relies on nostalgic event or past memories. To celebrate its 45th birthday, Indomie used this strategy and launch an ad which tells a history about the brand in Indonesia. Indomie also relaunch its retro packaging back from olden days and rechieve a lot of intention on social media.This research was meant to see the point of interest in indomieseleraku 45 years cases, which picked as an interest by millenial generation. From that point of view, researcher wants to see the process for Emotional Brand Attachment filled with nostalgia on millenial generation. This is based on the interest of researchers who want to see if the content of nostalgia is able to attract the attention of millenial generation, although they have never felt the moment. This research was conducted with qualitative method and case study on impressions of IndomieSeleraku 45 years. The primary data collection was conducted with in depth interviews with three informants from millennials who is active in social media and having an influence on the advertisement 39 s impressions.This study found that visual storytelling that is corresponds to interest, relevant and valueable has the cosnumer rsquo s appeal. From the effective content, the informant will associate it with a positive memory, and then associate it with the experience of consuming the brand and the personality of the brand. In addition, the scarcity of products increases the curiosity of the product. Another interesting thing is social media is able to present the involvement and interactivity between consumers and brand can increase the proximity of consumer brand."

"Seiring berjalannya waktu, persaingan antara perusahaan transportasi online di Indonesia semakin sengit. Perusahaan saling berlomba dalam meningkatkan keterikatan merek kepada konsumen untuk mendapatkan keuntungan yang lebih tinggi. Penelitian ini bertujuan untuk memahami bahwa brand attachment tidak hanya mempengaruhi perilaku positif (brand loyalty) saja, tetapi juga perilaku negatif (oppositional brand loyalty), seperti trash-talking, schadenfreude, dan anti-brand actions pada industri ride-hailing di Indonesia, seperti Go-Jek dan Grab. Metode purposive sampling digunakan untuk penelitian ini dengan 357 responden dan dianalisis menggunakan structural equation modeling (SEM).Temuan dari penelitian ini mengungkapkan bahwa brand attachment memiliki pengaruh terhadap brand loyalty, trash-talking, dan anti-brand actions namun tidak pada schadenfreude. Selanjutnya, variabel moderasi attachment anxiety meningkatkan hubungan antara brand attachment dengan trash-talking dan anti-brand actions sedangkan attachment avoidance tidak memoderasi hubungan tersebut. Implikasi manajerial serta rekomendasi untuk penelitian lebih lanjut dibahas dalam penelitian ini.

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Over time, competition between online transportation companies in Indonesia is increasingly fierce. Companies compete with each other to increase brand attachment to consumers to get higher profits. This study aims to understand that brand attachment not only affects positive behavior (brand loyalty), but also negative behavior (oppositional brand loyalty), such as trash talking, schadenfreude, and anti-brand actions in the ride-hailing industry in Indonesia, such as Go-Jek and Grab. The purposive sampling method was used for this study with 357 respondents and analyzed using structural equation modeling (SEM).

The findings of this study reveal that brand attachments have an influence on brand loyalty, trash-talking, and anti-brand actions but not on schadenfreude. Furthermore, the attachment anxiety moderation variable increases the relationship between brand attachment and trash-talking and anti-brand actions while attachment avoidance does not moderate the relationship. Managerial implications and recommendations for further research are discussed in this study."