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Kajian Branding Indonesia
Published by Universitas Prasetiya Mulya
ISSN : -     EISSN : 27212092     DOI : https://doi.org/10.21632/kbi
Core Subject : Economy, Humanities, Science, Social,
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
KBI focuses on the dissemination of studies in the areas of creation, development, sustainability of brands, and areas where consumers process various perceptions related to products or services brands: - Logo - Naming and packaging - Branding and technology - Brand research methods - Brand metrics and analytics - Qualitative and quantitative brand research - Brand architecture and portfolios - Brand extension and growth - Brand alliances and mergers - Corporate brand management - Brand co-creation - Integrated brand communication - Brand valuation - Brand equity - Brand heritage and history - Brand reputation - Identity and image - Brand credibility and trust - Brand ethics and corporate social responsibility - Brand crises - Brand and law - Brand counterfeits.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 73 Documents
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Pengaruh Kualitas Produk, Harga, dan Citra Merek pada Keputusan Pembelian Mobil Widiastuti Alawiah; Andyan Pradipta Utama
Kajian Branding Indonesia Vol 5 No 1 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.1.17-34

Abstract

This study ains to analyze the influence of product quality, price and brand image on purchasing decisions for Toyota Calya Car at DKI Jakarta. The approach used in this research is survey research because it takes a sample from one population and take a sample size of 220 respondens with purposive sampling. The Methods of data collection using survey method, with the research instrument is a questionnaire. The data analysis method using Partial Least Square. This study proves that product quality has a positif and significant impact on purchasing decisions, the price has a positif and significant impact on purchasing decisions and brand image has a postif and significant impact on purchasing decisions.
Pengaruh Sosial Media Marketing, E-Wom dan Kualitas Pelayanan pada Keputusan Pembelian di Perusahaan Investasi Fitriyani Fitriyani
Kajian Branding Indonesia Vol 5 No 1 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.1.35-49

Abstract

This study aims to analyze the effect of social media marketing, electronic word of mouth and service quality on purchasing decisions at GKInvest. The object of research at PT GKInves is a private company engaged in investment and capital markets. The population in this research is 300 investors in GKInvest. The sample distributed was 220 investors, calculated based on the Hair et.al formula (2016) where the sample size is guided by 5 – 10 times the parameter, which is 44 indicators multiplied by 5 (44 x 5). The data collection method uses a survey method, with the research instrument being a questionnaire and then distributing it to each respondent via email. Methods of data analysis using Partial Least Square. The stages of testing include outer model testing, inner model testing and hypothesis testing. This study proves that the variable Social Media Marketing has a positive and significant effect on purchasing decisions, Electronic Word of Mouth has a positive and significant effect on purchasing decisions and Service Quality has a positive and significant effect on purchasing decisions at GKIvest.
Pengaruh Kepercayaan Merek, Country of Origin, dan Desain Produk pada Minat Beli Mobil Akhul Yunia Sofa; Yennida Parmariza
Kajian Branding Indonesia Vol 5 No 1 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.1.51-66

Abstract

This study aims to determine the effect of brand trust, country of origin and product design on purschase intention in Mitsubishi Xpander. Respondents in this study were people who had never bought a Mitsubishi Xpander, but already knew about the product. The population in this study is not clearly known. The sampling technique used is the Hair et al technique where the indicator is multiplied by 5 to 10. The number of samples in this study was 119 samples. The data analysis method used is PLS (Partial Least Square) technique through the SmartPLS statistical software, with the research instrument being a questionnaire. The results showed that Brand Trust, Country Of Origin, and Product Design had a positive and significant effect on Purchase Intention in Mitsubishi Xpander.
The Impact of K-Pop Idol on Brand Awareness, Hedonic Shopping Motivation, and Purchase Intention Nabila Putri Andira; Raditya Adji Prasetyo; Artha Sejati Ananda
Kajian Branding Indonesia Vol 5 No 1 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.1.1-15

Abstract

This research aims to know what factors are owned by endorsers that can influence consumer purchase decisions for the products offered by e-commerces. The secondary motivation of this research is to obtain empirical data on how influential the tactics made by e-commerce using K-Pop girlband/boyband are on purchase intention. The impact of celebrity worship factors is analyzed on data of Indonesia's K-Pop fans (n =100) using variance-based structural equation modeling and PLS-SEM process. The research results show a positive correlation between K-Pop brand ambassadors to raise brand awareness, hedonic shopping motivation towards Purchase Intention among K-Pop fans. This research contributes to the current knowledge-related online buying behavior in virtual retail formats and helps marketers in streamlining their focus in using K-pop figures to increase purchase decisions of targeted consumers.
Pengaruh Kepribadian dalam Meningkatkan Loyalitas Merek Disney+Hotstar di Indonesia Odelia, Franciska; Madeline, Victoria; Joseph Wibowo, Alexander Ibnu; Yudianto, Bernadinus Realino
Kajian Branding Indonesia Vol 6 No 1 (2024): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.6.1.15-29

Abstract

This study analyzes the influence of personality on consumer benefits, perceived quality, and brand loyalty of Disney+ Hotstar in Indonesia. In addition, this study also analyzes the effect of consumer benefits and perceived quality on Disney+ Hotstar’s brand loyalty in Indonesia. This research methodology uses a quantitative methodology where researchers collected data from 388 respondents and processed using the statistical programs SPSS 27 and AMOS 26. This research proves that “excitement” personality influences the "superhero" and "fiction and drama" genres. The "excitement" personality influences the "superhero" genre. The "superhero" genre influences brand loyalty.. The personalities of "excitement", "modernity", and "sincerity" influence perceived quality. Perceived quality is stated to influence brand loyalty. Personality is stated not to affect brand loyalty. This research proves the variable correlation of the antecedent variables of the formation of Disney+ Hotstar brand loyalty in Indonesia.
Pengaruh Flow Experience dan Parasocial Interaction pada Dorongan Pembelian Impulsif di Live Streaming Commerce Agatha, Chindy; Emilio, Sean; Rahman, Fathony
Kajian Branding Indonesia Vol 5 No 2 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.2.99-125

Abstract

Live streaming commerce is one of the results of technological development which is able to make human’s online shopping experience similar to offline shopping experience. Previous studiestend to discuss the factors that influence impulsive buying from one perspective, either flow experience or parasocial interaction. Therefore, this study aims to fill the gap by examining the influenceof flow experience and parasocial interaction towards the consumers’ urge to buy impulsively in live streaming commerce in Java Island through the Stimulus-Organism-Response (S-O-R) theory. The analysis of Structural Equation Modeling (SEM) was conducted on a sample of 409 respondents collected through convenience sampling technique who filled out an online questionnaire. This study resulted in three main findings: (a) platform design, time pressure, and personalized recommendation positively influence flow experience, (b) similarity, expertise, and likability positively influence parasocial interaction, and (c) parasocial interaction positively influence urge to buy impulsively in the context of live streaming commerce in Java Island.
Relasi Konsumen dengan Brand dalam Perspektif Indonesia Permana, Muhammad Zein; Taufiq, Rachmat; Hardianto, Yoga; Hadras, Muhammad
Kajian Branding Indonesia Vol 6 No 2 (2024): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.6.2.129-139

Abstract

This study aims to find the concept of consumer-brand relations from the perspective of Indonesian consumers. This is because so far the research related to consumer relations with the brand comes from a developed country background who is very familiar and accustomed to interactions with brands. This study will then explore the concept of what Indonesian consumers live with in relation to their relationship with the band. It was found that there are 5 main concepts of consumer relations with brands, namely: brand loyalty; feeling connected to something; connection with self; the way someone builds interactions; expand themselves and relationships; each of these categories is closely related to anthropomorphizing, namely a process called human activity to animate, humanize, and personalize Penelitian ini bertujuan untuk menemukan konsep relasi konsumen dengan brand dari perspektif konsumen Indonesia. Hal ini karena selama ini penelitian terkait relasi konsumen dengan brand itu berlatar-belakang negara maju yang sangat familiar dan terbiasa dengan interaksi dengan brand. Penelitian ini kemudian akan mengeksplorasi konsep apa yang dihayati konsumen Indonesia terkait dengan relasinya dengan band. ditemukan bahwa terdapat 5 konsep utama relasi konsumen dengan brand yakni:Loyalitas terhadap brand; perasaan terkoneksi dengan sesuatu; keterkaitan dengan diri; cara seseorang dalam membangun interaksi; memperluas diri dan relasi; yang masing-masing kategori tersebut erat kaitannya dengan anthropomorphizing yaitu proses yang disebut dengan Aktivitas manusia untuk menghidupkan, memanusiakan, dan mempersonalisasi.
Pengaruh Konten pada Intensi Konsumen untuk Membeli Produk Kecantikan di Tiktok Lavina, Gabriella; Mediana, Xecilia; Widjojo, Handyanto; Murniadi, Krishnamurti
Kajian Branding Indonesia Vol 6 No 1 (2024): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.6.1.31-41

Abstract

TikTok as the fastest growing social media has expanded to the e-commerce industry. Influencer affiliate marketing strategy takes part in their success. The contents of TikTok have these attributes: utilitarianism from their information quality and hedonism from the humor and originality of its creators. Referring to the Stimulus Organism Response (SOR) theory, humor, originality, and quality is a great stimulus to attract responses from the audience. With this research, the writer seeks for an understanding of how attributes persuade the audience’s attitudes and intention to purchase from TikTok as an application. Questionnaires consisting of 5 variables and 23 indicators will be distributed to TikTok users. The data analysis for this study will be conducted using SmartPLS Structural Equation Modeling (SEM). The result indicates that a positive attitude is proven to moderate the relationship between originality, quality and purchase intention. These findings contribute theoretically and practically that might help business owners, influencer affiliates and TikTok in decision making or strategizing.
Simbol dan Makna Berkain dalam Kalangan Pecinta Wastra Ramadhanty, Anissa; Chandra, Nina; Ardianto, Eka; Budiman, Arief
Kajian Branding Indonesia Vol 5 No 2 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.2.127-139

Abstract

Wastra is a piece of cloth that is produced in a traditional way. Wastra comes in different types, from the weaved cloth such as ulos, songket, jumputan, and batik cloth. Berkain is an activity in which an individual incorporates wastra in their day-to-day outfit. Different from how wastra was used back in the days, berkain integrates modern clothing with wastra. The purpose of this study is to understand the symbol and meaning ‘berkain’ of wastra lovers. Theories of culture, symbols, and meaning are used by the researcher as a tool to analyze the data. Qualitative research will be used with study case concepts. The data collection will be done through interview, observation, and netnography with informants. The result shows that there are similarities in culture in berkain activity that has been obtained through the ABC culture theory. The symbol that tends to be felt are Culture, Fight, and Identity. The meaning that surfaced in the berkain activity are fight and respect for the culture.
Analisis Strategi Brand Activation Pertamina International Shipping Oleh Detikcom Joelio, Marceline; Wijayanti, Ani; Natalia B., Rebecca Milka
Kajian Branding Indonesia Vol 6 No 2 (2024): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.6.2.141-151

Abstract

This research aims to analyze the Pertamina International Shipping (PIS) brand activation booth strategy used by Detikcom at the Pertamina Eco Run-Fest 2023 event to activate the Pertamina International Shipping message. This research uses qualitative methods that focus on case studies and uses observation, interview and literature study data collection techniques. After the data was collected and triangulated, the results showed that Detikcom used an integrated brand activation strategy with a combination of the One Piece and PIS CSR themes, namely "SEAnergi for the sea". This strategy is carried out by using activation activities that accommodate the entire target audience, namely families, such as ball baths, bracelet making and gold search games. Detikcom's brand activation strategy has proven to be effective in attracting visitor attention and increasing Pertamina International Shipping's brand awareness

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