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"ABSTRAKBanyak strategi telah dilakukan oleh perusahaan sebagai cara untukmeningkatkan respon konsumen terhadap suatu produk, salah satunya denganmenggunakan Caused-related Marketing (CRM). Penelitian ini bertujuan untukmengungkapkan apakah terdapat pengaruh yang signifikan dari perceived fit, tipeproduk dan brand familiarity terhadap purchase intention konsumen dalamkonteks Caused-Related Marketing. Desain faktorial between subject dengan 2(perceived fit: tinggi vs rendah) x2 (tipe produk: utilitarian vs hedonic) x2 (brandfamiliarity: familiar vs nonfamiliar) digunakan untuk menguji hipotesispenelitian. Data dikumpulkan dengan menggunakan kuesioner online dan offline.Hasil penelitian ini menunjukkan bahwa purchase intention dalam konteks CRMdipengaruhi oleh brand familiarity.

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ABSTRACTMany strategies have been carried out by companies as a way to improveconsumer response toward a product, one of them by using Caused-relatedMarketing (CRM). This study aimed to reveal whether there are significant effectsof perceived fit, product type and brand familiarity on customer purchaseintention in Caused-related Marketing context. Factorial design between-subjectwith 2 (perceived fit: high vs. low) x2 (product type: utilitarian vs. hedonic) x2(brand familiarity: familiar vs. non familiar) was used to test the researchhypothesis. Data were collected by using online and offline questionnaire. Theresult of this study showed that customer purchase intention in Caused RelatedMarketing campaign depend on the level of brand familiarity."

"Penelitian ini bertujuan untuk mengetahui pengaruh positif dan signifikan dari variabel tie strength with peers dan identification with the peer group yang mempengaruhi peer communication di media sosial Facebook & Twitter yang mempengaruhi product attitude dan product involvement konsumen terhadap film Indonesia sehingga mempengaruhi variabel purchase intention (keinginan konsumen menonton film Indonesia), serta pengaruh positif signifikan dari variabel moderasi need for uniqueness terhadap pengaruh peer communication dan product attitude. Penelitian ini menggunakan desain penelitian eksploratif dan deskriptif yang dilakukan dalam satu kali periode. Responden penelitian berjumlah 206 orang yang aktif di media sosial Facebook dan Twitter serta sudah pernah menonton film Indonesia dalam 6 bulan terakhir. Model penelitian dengan delapan hipotesis diuji menggunakan Structural Equation Modelling (SEM) dengan aplikasi Lisrel 8.50. Hasil penelitian menyatakan bahwa tie strength with peers dan identification with the peer group mempengaruhi peer communication secara positif signifikan sehingga mempengaruhi product attitude dan product involvement secara positif signifikan dan kemudian berpengaruh positif signifikan terhadap purchase intention (keinginan konsumen menonton film Indonesia di bioskop). Namun, dalam hasil pengujian variabel moderasi need for uniqueness terhadap pengaruh variabel peer communication di media sosial Facebook dan Twitter dengan product attitude terhadap film Indonesia menghasilkan pengaruh negatif dan tidak signifikan.

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This study aims to determine the positive and significant impact of tie strength variables with peers and identification with the peer group influence peer communication in social media Facebook and Twitter that affect product attitude and product involvement consumers of Indonesian films thus affecting the purchase intention variable (consumer intention to watch Indonesian movies), as well as a significant positive effect of moderating variables need for uniqueness against the influence of peer communication and product attitude.

This study uses an exploratory research design and descriptive done in one period. Respondents numbered 206 people active in social media Facebook and Twitter as well as Indonesian have ever watched a movie in the last 6 months. Model studies with eight hypotheses were tested using Structural Equation Modeling (SEM) with Lisrel application 8.50.

The study states that tie strength with peers and identification with the peer group peer communication positively affect significantly affecting product attitude and product involvement significantly positively and then significant positive effect on purchase intention (desire of consumers to watch movies in cinema in Indonesia). However, the results of testing a moderating variable need for uniqueness of the influence of peer communication variables on Facebook and Twitter social media with product attitude towards Indonesian film produces a negative and significant effect."

"[ABSTRAKbrPenelitian ini bertujuan untuk menganalisis bagaimana pengaruh karakteristik interaksi di dalam komunitas tersebut bisa mempengaruhi perceived benefits yang dirasakan anggota komunitas, apakah perceived benefit yang mereka rasakan bisa mengembangkan community commitment mereka, serta melihat pengaruh dari community commitment terhadap oppositional brand loyalty. Sampel penelitian ini adalah anggota beberapa komunitas mobil yang ada di Indonesia, dengan jumlah sampe valid sebanyak 133 responden. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil analisis menunjukkan bahwa community engagement dari brand community membuat anggota merasakan banyak benefits. Selanjutnya, learning benefits merupakan faktor utama untuk membentuk community commitment. Tapi, ketika anggota memiliki community commitment, mereka tidak akan membentuk oppositonal brand loyalty terhadap merek pesaing lainnya.;This study aims to analyze how the influence of the interaction characteristics in the community can affect the perceived benefits are felt by members of the community, whether the perceived benefits they feel they can develop community commitment, as well as see the influence of community commitment towards oppositional brand loyalty. The sample of this research are member of several existing automobiles community in Indonesia, with the number of valid sample as many as 133 respondents. The data is processed by using Structural Equation Modeling. The analytical results reveal that community engagement of brand community make members perceive many benefits. Furthermore, learning benefits are the main factors to form community commitments. But, when members have community commitments, they will not form oppositional brand loyalty to other rival brands.;This study aims to analyze how the influence of the interaction characteristics in the community can affect the perceived benefits are felt by members of the community, whether the perceived benefits they feel they can develop community commitment, as well as see the influence of community commitment towards oppositional brand loyalty. The sample of this research are member of several existing automobiles community in Indonesia, with the number of valid sample as many as 133 respondents. The data is processed by using Structural Equation Modeling. The analytical results reveal that community engagement of brand community make members perceive many benefits. Furthermore, learning benefits are the main factors to form community commitments. But, when members have community commitments, they will not form oppositional brand loyalty to other rival brands.;This study aims to analyze how the influence of the interaction characteristics in the community can affect the perceived benefits are felt by members of the community, whether the perceived benefits they feel they can develop community commitment, as well as see the influence of community commitment towards oppositional brand loyalty. The sample of this research are member of several existing automobiles community in Indonesia, with the number of valid sample as many as 133 respondents. The data is processed by using Structural Equation Modeling. The analytical results reveal that community engagement of brand community make members perceive many benefits. Furthermore, learning benefits are the main factors to form community commitments. But, when members have community commitments, they will not form oppositional brand loyalty to other rival brands., This study aims to analyze how the influence of the interaction characteristics in the community can affect the perceived benefits are felt by members of the community, whether the perceived benefits they feel they can develop community commitment, as well as see the influence of community commitment towards oppositional brand loyalty. The sample of this research are member of several existing automobiles community in Indonesia, with the number of valid sample as many as 133 respondents. The data is processed by using Structural Equation Modeling. The analytical results reveal that community engagement of brand community make members perceive many benefits. Furthermore, learning benefits are the main factors to form community commitments. But, when members have community commitments, they will not form oppositional brand loyalty to other rival brands.]"

"[Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness-quality inference pada store brands terhadap consumer’s identification pada store brands dengan memasukkan variabel perceived functional risk, perceived value, consumer’s satisfaction. Data penelitian ini didapat dengan menyebarkan kuesioner secara offline kepada konsumen produk makanan store brands Carrefour kurang dari tiga bulan sejak kuesioner ini diberikan. Pada penelitian ini responden dibagi menjadi dua kelompok, kelompok QC yang menitikberatkan pada kualitas dan kelompok NQC yang tidak begitu memperhatikan kualitas. Hasil penelitian ini menunjukkan bahwa brand awareness-quality inference pada store brands berpengaruh positif yang signifikan kepada perceived functional risk pada kedua kelompok responden. Perceived functional riskberpengaruh positif yang signifikan kepada perceived value pada kedua kelompok, dan berpengaruh positif yang signifikan kepada consumer’s satisfaction pada kelompok QC dan NQC. Perceived value berpengaruh positif yang signifikan kepada consumer’s satisfaction dan consumer’s identification. Consumer’s satisfaction berpengaruh positif yang signifikan pada consumer’s identification.

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This research aims to analyzes the effect of brand awareness-quality inference with store brands to consumer’s identification toward store brands with adding variables, such as perceived functional risk, perceived value, consumer’s satisfaction. Data for this research was taken offline questionnaire that selfadministrated

by consumer who made purchased or consumed Carrefour’s store brand products within the last three months since she/he receives this questionnaire and responsible with groceries shopping in the household. In this research, respondents are classified into two groups, QC group who consist of people who conscious with quality of the product and NQC group who consist of people who not very put attention with product’s quality. The result of this

research shows that brand awareness-quality inference with store brand positively affect perceived functional risk for both groups. Perceived functional risk positively affect perceived value for both groups, and positively affect consumer’s satisfaction for QC and NQC group. Perceived value positively affect consumer’s satisfaction and consumer’s identification. Last, consumer’s satisfaction positively affects consumer’s identification., This research aims to analyzes the effect of brand awareness – quality

inference with store brands to consumer’s identification toward store brands with

adding variables, such as perceived functional risk, perceived value, consumer’s

satisfaction. Data for this research was taken offline questionnaire that selfadministrated

by consumer who made purchased or consumed Carrefour’s store

brand products within the last three months since she / he receives this

questionnaire and responsible with groceries shopping in the household. In this

research, respondents are classified into two groups, QC group who consist of

people who conscious with quality of the product and NQC group who consist of

people who not very put attention with product’s quality. The result of this

research shows that brand awareness – quality inference with store brand

positively affect perceived functional risk for both groups. Perceived functional

risk positively affect perceived value for both groups, and positively affect

consumer’s satisfaction for QC and NQC group. Perceived value positively affect

consumer’s satisfaction and consumer’s identification. Last, consumer’s

satisfaction positively affects consumer’s identification.]"

"ABSTRAKPromosi pada produk digunakan untuk memberikan informasi, mempengaruhi, membujuk, dan meningkatkan perhatian konsumen. Promosi yang dilakukan secara online merupakan tantangan tersendiri bagi pengiklan. Media iklan pada internet mendorong berkembangnya jenis iklan yang ditawarkan. Salah satu perkembangan jenis iklan online merupakan Owned Media, dimana Owned Media merupakan media iklan yang dimiliki perusahaan untuk mengoptimalkan promosi perusahaan itu sendiri. Klasifikasi Owned Media ini yang dimanfaatkan oleh Spotify Indonesia. Sebagai aplikasi streaming musik bermodelkan freemium, dimana konsumen bisa mendapatkan layanan akses penuh tanpa dikenai biaya, namun konsumen akan mendapatkan iklan sebagai pengganti biaya subscription. Iklan tersebut digunakan Spotify untuk mempromosikan keuntungan Spotify Premium agar konsumen mendapatkan kognisi, sikap, juga perilaku konsumen, sejalan dengan hierarchial response theory hingga konsumen dapat menentukan keputusan ingin berpindah dari layanan gratis ke layanan berbayar. Hasilnya, iklan Owned Media Spotify tersebut cenderung tidak disukai konsumen dan berpengaruh terhadap kognisi, sikap, nilai yang dirasakan, dan juga intensi pembelian. Kata kunci: Periklanan Online, Owned Media, Freemium, Intensi Pembelian.

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ABSTRACTPromotion in product is used to giving the information, influence, persuading, and increasing the awareness of the consumer. The online promotion is challenging for the advertiser. Advertising media based on internet motivates the development of advertisement type itself. One of the development in online type advertising is Owned Media, which is the company owned advertising media and used for optimizing the company rsquo s promotion itself. This classification of online advertising media was executed by Spotify Indonesia. As a music streaming application with a freemium business model, where the consumer does not have to pay subscription cost to get the full access, but consumer is obtained an advertising material which can interrupted their service as a substitution for a subscription cost. This advertising section used by Spotify Indonesia for promoting their Premium Access. Consumer can get the information about the benefits and features which is cognitive process, attitude, behavior, similar to Hierarchial Response Model so they can decide whether they want to pay the premium version or stay in free service. The result, Owned Media advertising is lead to be dislike by consumer and its impacted with cognitive system, attitude, intention to pay, also the perceived value. "

"ABSTRAKPenelitian ini membahas prediktor niat untuk mengungkapkan empati di media sosial. Model Theory of Reasoned Action diaplikasikan ke dalam model untuk melihat bagaimana sikap dan norma subyektif dapat memprediksi niat untuk mengungkapkan empati. Untuk semakin memahami perilaku dalam media sosial, pengaruh sosial dan kekhawatiran akan privasi ditambahkan untuk memprediksi niat. Penelitian ini merupakan penelitian kuantitatif dengan desain deskriptif. Hasil penelitian menunjukan bahwa sikap dan norma subyektif dapat mempengaruhi niat terkait pengungkapan empati. Sementara, daya tarik emosional, nilai informasi, dan kreativitas dapat mempengaruhi sikap pengguna terkait perilaku pengungkapan empati. Akhirnya niat untuk mengungkapkan empati berhubungan dengan sikap seseorang terhadap merek terkait.

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ABSTRACTThis research explains the predictor of intention to express empathy in social media. Theory of Reasoned Action was applied to the research model to understands how attitude and subjective norm predict intention to express empathy. To further understand user behavior in social media, social influence and privacy concern were added to predict intention. This research is a quantitave research with descriptive design. The result shows that attitude and subjective norm can predict intention to express empathy. While emotional appeal, informational value, and creativity affect user attitude towards empathy expression. Finally, intention to express empathy positively related to attitude towards brand."

"ABSTRAKTujuan dari penelitian ini adalah untuk melihat faktor-faktor yang dapat mendorong konsumen untuk menyampaikan electronic word of mouth pada restoran Union, Loewy, dan Skye. Variabel yang di uji pada penelitian ini di antaranya self-relevant value reflected appraisal of self, conspicuous value dan self-image congruence dan restaurant relevant value restaurant quality dan price fairness dengan variabel moderasi opinion leadership. Data diperoleh dari penyebaran kuesioner kepada 445 responden, pria dan wanita dengan rentang usia 17 ndash; 35 tahun, yang pernah mengunjungi restoran tersebut. Analisis data pada penelitian ini menggunakan Statistical Package for the Social Sciences SPSS 22 , dengan metode regresi berganda. Hasil penelitian ini menunjukan bahwa terdapat pengaruh positif secara langsung pada variabel self-relevant value reflected appraisal of self, conspicuous value dan self-image congruence terhadap electronic word of mouth sedangkan, pada variabel restaurant relevant value restaurant quality dan price fairness terbukti tidak memiliki pengaruh terhadap electronic word of mouth. Hasil penelitian ini membuktikan variabel opinion leadership tidak memoderasi kelima variabel independen terhadap electronic word of mouth.

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ABSTRACTThe purpose of this is to examine the factors wich drive consumer to spread Ewom on Union, Loewy, and Skye. The variables tested in this study are selfrelevant value reflected appraisal of self, conspicuous value and self image congruence and restaurant relevant value restaurant quality and price fairness also opinion leadership as moderating variable. The data is collected using questionnaire to 445 respondents, man and woman from 17 to 35 years old. Who have visited the restaurant mentioned. The data in this research is run by Statistical Package for the Social Sciences SPSS 22 with multiple regression method. The result shows that there is a direct positive influence on self relevant value reflected appraisal of self, conspicuous value and self image congruence towards electronic word of mouth meanwhile restaurant relevant value restaurant quality and price fairness is proven having no influence on electronic word of mouth. This research is also proven that opinion leadership has no moderating effect on all independent variable toward electronic word of mouth."

"Berkembangnya bisnis ritel dengan pesat membuat persaingan merebut pasar di antara para peritel tidak dapat dihindari. Untuk itu, mereka berusaha menampilkan toko mereka sebaik mungkin untuk menarik konsumen agar mau berkunjung ke toko mereka. Toko dianalogikan sebagai manusia yang memiliki kepribadian dan daya tarik. Penelitian ini bertujuan untuk mengetahui apakah store attribute memiliki pengaruh terhadap dimensi store personality secara berbeda antara segmen laki-laki dan perempuan dan apakah dimensi store personality memiliki pengaruh terhadap perilaku konsumen dalam memilih toko ritel yang akan mereka kunjungi. Hasil penelitian ini akan memberikan informasi terkait atribut toko apa saja yang membentuk kepribadian department store berdasarkan persepsi pria dan wanita dan pengaruhnya terhadap perilaku pemilihan department store.

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The rapid development of retail bussiness creates an avoidable grabbing market competition among the retailers. Therefore, the retailers attempt to create the display of their store as good as possible to attract consumers to visit their store. The store is considered as a human which has personality and attractiveness. This research aims to determine whether store attribute has influence to store personality dimension differently across different segment of gender and also to determine whether store personality dimension has influence to consumers storechoice behaviour that they will come in. The result of this research will provideinformation regarding any store attributes which make up the department store personality depend on perception of male and female. The result will also provide information regarding the influence of department store personality on consumers store choice behaviour."

"Studi pada upaya pemasaran terhadap kelompok konsumen subkultur minoritas saat ini belum banyak dikaji dalam penelitian akademis. Pada upaya pemasaran ini, terdapat risiko perusahaan kehilangan konsumen mayoritas, terutama jika kelompok subkultur yang dituju dipandang negatif oleh masyarakat. Cryptic marketing adalah suatu strategi komunikasi tersembunyi yang ditujukan untuk kelompok subkultur tertentu dengan menggunakan simbol atau tanda yang tersembunyi crypted untuk menghindari respon negatif dari kelompok konsumen lainnya.Penelitian ini bertujuan untuk mengetahui pengaruh cryptic marketing terhadap brand attitude yang dibentuk oleh target market dan non-target market pada unfriendly market dan friendly market. Dengan metode eksperimen, peneliti menguji pengaruh tiga jenis cryptic ads, yaitu low cryptic ad, medium cryptic ad, dan high cryptic ad yang berbeda dalam tingkat cryptic pesan yang dimiliki terhadap brand attitude kaum gay sebagai target market dan kaum heteroseksual sebagai non-target market. Kaum gay sendiri terbagi menjadi 2 subkelompok, yaitu heterosexual-friendly dan heterosexual-intolerant. Kaum heteroseksual juga terbagi menjadi 2 subkelompok, yaitu gay-friendly dan gay-intolerant. Penelitian dilakukan pada dua konteks, yaitu Indonesia sebagai unfriendly market dan Belanda sebagai friendly market.Hasil studi yang dilakukan menunjukkan bahwa pada kedua konteks, implicit gay ads dan orientasi seksual memberikan pengaruh yang signifikan terhadap brand attitude. Semakin tinggi tingkat cryptic dalam iklan, semakin positif brand attitude yang dimiliki kelompok target market pada unfriendly dan friendly market. Hal yang sama tidak ditemui pada kelompok non-target market. Pada unfriendly market, tidak terdapat perbedaan yang signifikan pada brand attitude partisipan yang diberikan stimulus berbeda. Pada friendly market, perbedaan hanya ditemukan pada kelompok gay-friendly dimana semakin rendah tingkat cryptic pesan, semakin positif brand attitude yang dimiliki partisipan. Tidak terdapat perbedaan yang signifikan pada brand attitude kelompok partisipan gay-intolerant. Penelitian ini dapat bermanfaat bagi pemasar dalam mempertimbangkan dampak brand attitude konsumen bilamana akan menggunakan cryptic marketing dalam upaya pemasaran terhadap kelompok subkultur dengan stigma negatif.

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Marketing efforts toward minority consumer group within certain subculture has not yet been widely covered in recent marketing research. It is a very intriguing practice as there is a risk of losing consumers from the majority group, especially if the subculture group has negative stigma in the society. Cryptic marketing, is a discreet communication strategy that enables a marketer to communicate with certain subculture groups using crypted subculture symbols in order to avoid negative responses from other consumer groups. This study aims to determine the effect of cryptic marketing on brand attitude formed by target market and non target market in an unfriendly market and a friendly market. Using experiments, this study tested the effects of three types of cryptic ads which is low cryptic ad, medium cryptic ad, and high cryptic ad which differ in the level of cryptic of the messages on brand attitude formed by homosexual males as target market and heterosexual males as non target market. Homosexual participants was divided into two subgroups heterosexual friendly and heterosexual intolerant. Heterosexual participants was also divided into two subgroups gay friendly and gay intolerant. The study was conducted in Indonesia as an unfriendly market and the Netherlands as a friendly market.The result reveals that in unfriendly market and friendly market, implicit gay ads and sexual orientation have a significant influence on brand attitude. The higher the level of cryptic of the message, the more positive brand attitude possessed by homosexual participants in unfriendly and friendly market. The same was not found in the group of heterosexual participants. In an unfriendly market, there were no significant differences in brand attitude formed by participants who were given a different stimulus. In a friendly market, differences were found only among the gay friendly participants in which the lower the cryptic level of the message, the more positive brand attitude formed by the participants. There was no significant difference in brand attitude among gay intolerant participants. This research can be useful for marketers in considering the impact on brand attitude if cryptic marketing is to be used in a marketing efforts targeting the stigmatized subculture groups."

"Melihat perubahan yang terjadi terhadap konsumen sebaiknya para pelaku usaha selalu melakukan pembaharuan terhadap cara mereka dalam memberikan penawaran kepada konsumen. Penelitian ini memiliki tujuan untuk mengetahui sikap konsumen terhadap penawaran sebuah produk dengan dua jenis penawaran yang dilakukan secara secara bersama sama yaitu bonus packs dan price discount. Penelitian ini mencoba untuk melihat apakah konsumen yang memiliki price consciousness tinggi memiliki kecenderungan sikap yang lebih positif terhadap penawaran produk dengan kombinasi low bonus pack dan high price discount (LBP HPD) dibandingkan dengan high bonus pack dan low price discount (HBP LPD). Penelitian akan menggunakan factorial design between subject 2x2 dengan bonus pack dan price discount sebagai stimulus penelitian. Hasil penelitian menunjukan bahwa konsumen memiliki sikap yang lebih positif terhadap penawaran produk dengan kombinasi LBP HPD dibandingkan dengan HBP LPD. Lebih lanjut pembahasan hasil penelitian juga menunjukan sikap yang cenderung lebih positif terhadap penawaran dengan kombinasi LBP HPD karena efek dari price discount. Terakhir konsumen yang memiliki price consciousness yang tinggi tidak terbukti memiliki sikap yang lebih positif terhadap penawaran produk dengan kombinasi LBP HPD dibandingkan dengan HBP LPD sebaliknya konsumen dengan price consciousness rendah memiliki sikap yang lebih positif terhadap penawaran produk dengan kombinasi LBP HPD. Hasil temuan pada penelitian ini dapat dijadikan rujukan bagi produsen untuk lebih sering menawarakan produk dengan dua jenis penawaran secara sekaligus hal ini dapat meningkatkan value dan lebih menarik perhatian dari konsumen untuk membeli produk.

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Seeing the changes that have occurred to consumers, business actors should always update their ways of making offers to consumers. This study aims to determine consumer attitudes towards the offer of a product with two types of offers made together, namely bonus packs and price discounts. This study also tries to see whether consumers who have high price awareness tend to have a more positive attitude towards product offerings with a combination of low bonus packs and high price discounts (LBP HPD) compared to high bonus packs and low price discounts (HBP LPD). The study will use a 2x2 factorial design between subjects with bonus packages and price discounts as a research stimulus. The results of the study show that consumers have a more positive attitude towards product offerings with the LBP HPD combination compared to the HBP LPD. Further discussion of the results of the study also showed that attitudes tended to be more positive towards offers with the LBP HPD combination because of the effect of price discounts. Finally, consumers who have high price consciousness are not proven to have a more positive attitude towards product offerings with the LBP HPD combination compared to the HBP LPD, conversely consumers with low price consciousness have a more positive attitude towards product offerings with the LBP HPD combination. The findings in this study can be used as a reference for manufacturers to start offering products more frequently with two types of offers simultaneously, this can increase value and attract more consumers to buy the product."