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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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Respon Konsumen Terhadap Online Grocery Mobile Application Melalui S-O-R Model Noel, Christinne Yvonne; Saphira, Justine; Istijanto, Istijanto; Realino, Bernardinus
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.6.1.43-60

Abstract

Since Covid-19, there has been a shift in behavior and an increase in users transitioning from offline to online grocery shopping. Online grocery is part of e-commerce, where users mostly access it through mobile shopping applications or mobile commerce, which offer numerous benefits to users. This research aims to identify the factors that influence repurchase intention and satisfying experience in online grocery mobile applications. The theory used in this study is the S-O-R (Stimulus Organism Response) model by Mehrabian and Russel (1974), analyzed using Structural Model Equation (SEM). The findings of this research indicate that impulsiveness is highly influenced by app incentives, while perceived value is greatly influenced by perceived ubiquity. Furthermore, both repurchase intention and satisfying experience are more influenced by perceived value than impulsiveness. The study provides several implications that can be applied to optimize the development of online grocery mobile applications.
Indonesian Consumers and The Green Marketing of Eco-Friendly Personal Care Products Sudirja, Andrea Renina; Sidik, Bennett Aditya; Handoko, Rudy; Ali, Alavi
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.5.2.141-166

Abstract

This qualitative phenomenological study aims to explore the perceptions of Indonesian consumers towards eco-friendly personal care products and their attitudes towards green marketing strategies, particularly focusing on Love Beauty and Planet, a brand operating under a multinational company. To gather primary insights, this research conducts focus group discussions targeting two different age groups, namely millennials and Gen Z, who actively purchase and consume eco-friendly personal care products through various platforms such as e-commerce and offline stores, while being active users of popular social media platforms. By utilizing this approach, the study aims to provide valuable insights into consumers’ perceptions and attitudes towards eco-friendly personal care products and the effectiveness of green marketing strategies employed by brands like Love Beauty and Planet
Main Peran Dalam Konsumsi Barang Mewah Imitasi Oleh Perempuan Kalangan Atas Larasati P. A., Made; N. Firman, Vadya; Ardianto, Eka; Ali, Alavi
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.6.1.61-69

Abstract

Since the luxury goods industry is developing, the same thing goes to the counterfeit luxury goods industry. Surprisingly, based on the evidence gathered there is a big potential for the upper class who can afford the real goods to buy the counterfeit ones. This study aims to understand the consuming process and the reasons why those upper class people buy and use it. This study is a descriptive qualitative study with phenomenology (IPA) approach by interviewing the informants who meet the criteria. Results show that all informants came from different ages and they are all categorized into the upper class classification. All the data gathered and classified into three superordinates based on the way how they portray themselves in their environment; “vulnerable buyer” (easily influenced, intimidating brands, & confusing preferences), “passionate scammer” (high confidence, manipulative personality, & validation seeker), & “adaptive socialite” (demanding critiques, different settings, & social media anxiety).
Efek Komunikasi Media Sosial pada Persepsi Konsumen Gen Z terhadap Merk Streetwear Fashion Lokal di Indonesia Tan, Jones; Sachio, Ken; Ratna Tercia, Christiana Yosevina; Amelia, Novi
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.5.2.167-198

Abstract

Previous studies link Instagram contents with impulsive buying behavior, by passing evaluation stages in buying process. This study aims to fill this gap by considering the consumer behavior process leading up to the emergence of purchase intentions. specifically, this research will examine the relationship between firm-created contents and user-generated contents with the purchase intentions of Gen Z consumers towards Erigo, while considering brand awareness, brand attitude, and belief in global brand citizenship. SEM-PLS analysis was conducted on 135 sample respondents through an online questionnaire, using the purposive sampling technique. This study resulted in two findings: (1) firm-created contents positively influences belief in global brand citizenship, consequently, positively affects Gen Z consumers' purchase intentions towards the Erigo brand, (2) user generated contents positively influences brand attitudes and beliefs in global brand citizenship, both of which, consequently, positively affect Gen Z consumers' purchase intentions towards the Erigo brand.
Why Do People Buy Dupe Cosmetics? Nursafira, Ratna Alya; Nathania, Vanessa; Handoko, Rudy; Budiman, Arief
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.6.1.71-85

Abstract

The society often buy counterfeits to fulfill their functional needs with lower-priced products. In regard to this, researchers aim to dig deeper insights about the current trend in the cosmetics industry: dupes, which are knockoff products that resulted from duplicating an authentic product, but with an entirely different brand identity. The researchers seek to investigate the products of Reveline Stain Plump Tint, Somethinc Ombrella Lip Totem Tint, and Emina Glossy Stain as the dupes of Dior Lip Tint, and consumers’ values while purchasing them. The research design used is case study using the method of Focus Group Discussion. This research aims to complete the existing research gaps from the previous studies regarding counterfeits and dig deeper insight specifically about this dupe phenomenon. The result of this research will then be analyzed and interpreted using the coding method with thematic analysis.
Persepsi Konsumen dari Personal Brand Korean Celebrity Endorser terhadap Brand Love dengan Mediasi Lokal Brand Equity Evelyn, Brigitta; Christina, Nathania; Yosevina, Christiana; Amelia, Novi
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.6.1.1-14

Abstract

The phenomenon of the Korean wave in Indonesia has changed and influenced the perception of Indonesian society. In view of this phenomenon, various Indonesian local brands in the skincare industry use Korean Celebrity as a celebrity endorser in their marketing strategy that will have an effect on local brand equity to ultimately affect brand love. The theories applied to the study are celebrity endorsers, local brand equity, and brand love. The study also used a quantitative approach through the dissemination of a questionnaire with a total of 288 respondents and statistical tests to find a supposed relationship with SEM methods using AMOS 24 software. The findings of this study produced information in the world of marketing in the local brand industry Indonesia, that is there was a significant positive relationship between expertise and local brand equity, but the results of this research showed no influence between attractiveness and local brand equity.
The Preferences of Consumers’ Halal Products in Cosmetics Market Mahliza, Febrina; Prasetya, Prita; Kuswibowo, Christian
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.5.2.85-97

Abstract

The various challenges faced by local industries have limited them performance in serving the halal market. This study aims to review consumer challenges and concerns, especially in consuming halal cosmetics. The development of a research model related to the determinants of halal products in the context of halal cosmetics products are important as a reinforcement of previous research. Therefore, this study aims to review the determinants of consumers in consuming halal products. Surveys through questionnaires are conducted by researchers to collect respondents to answer and the collected data is analyzed by quantitative research methods. A total of 150 questionnaires were coded and analyzed by statistical techniques. This research contributes to an understanding of how consumers view the sustainability of the consumption of Halal cosmetic products. Based on the results of the study, religiosity had no significant effect on behavior. Halal knowledge has no significant effect on behavior. Attitude has a positive and significant effect on behavior. Lifestyle has a positive and significant effect on behavior.
Pengaruh Korean Celebrity Endorsement terhadap Persepsi Kualitas, Brand Image, dan Intensi Pembelian Merek Skincare Lokal Lasse, Gabriela Junisa; Elizabeth, Michelle; Soehadi, Agus W.; Sirad, Dini Anggraeni
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.6.2.87-106

Abstract

The extensive use of celebrity endorsements to the business competition is an interesting marketing phenomenon to be explored further. This study aims to examine the influence of Korean celebrity endorsement on brand image, perceived quality, and purchase intention of skincare brands in Indonesia, using the case study of Scarlett and their Korean celebrity endorsers, TWICE. Using a quantitative research method, a total of 200 respondent data were analyzed using SEM in the AMOS 26 program. The results showed that Korean celebrity endorsement, characterized by attractiveness, trustworthiness, and familiarity dimensions, had a positive and significant impact on brand image and perceived quality, ultimately leading to increased consumer purchase intention. This study also discusses the theoretical implications and practical implications that can be utilized by future researchers and business practitioners.
The Influence of Gamification and Perceived Value on Purchase and Continuance Use Intention towards Shopee in Indonesia Budiman, Arief; Gouw, Michelle Arifin; Su, Kenny; Amelia, Novi
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.6.2.107-127

Abstract

This study investigates gamification's impact on purchase intention, continuance use intention, and perceived value in Indonesian e-commerce, focusing on Shopee Cocoki. Using quantitative methods and SEM-CB analysis, 340 active Shopee users who played Shopee Cocoki were surveyed. Results show gamification positively affects purchase and continuance use intentions, though some findings differ from previous studies, such as social value not significantly impacting game use intention. Recommendations include emphasizing game use intention as an intermediary for consumer decisions and focusing on utilitarian, social, and hedonic values that influence purchase and continuance use intentions. These insights can formulate marketing strategies to enhance platform satisfaction by understanding consumer value priorities.
Pentingnya "Personal Branding" Bagi Setiap Individu di Dunia Kerja Perdana, Andhika Putra; Juhana, Agus
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.6.2.153-158

Abstract

Dengan berakhirnya WFH (Work From Home) yang disebabkan oleh pandemi COVID-19, dunia kerja sudah mulai kembali normal. Dengan banyaknya para pencari kerja yang kesulitan dalam mencari kerja yang sesuai dengan posisinya hal ini menjadi permasalahan bagi setiap individu yang dimana Personal Branding menjadi peran penting dalam hal ini. Dengan menggunakan metode Studi Literatur Review yang menganalisis permasalahan dan penjelasan dari beberapa jurnal. Personal Branding sangat penting bagi setiap individu di dunia kerja serta Personal Branding juga bisa mulai diterapkan di dunia pendidikan agar bisa menghasilkan individu yang memiliki skill yang memadai dengan posisi yang akan dipilihnya nanti. Bukan hanya bagi individu saja, Branding juga sering digunakan oleh beberapa perusahaan bahkan partai politik untuk mempromosikan entitas mereka agar mudah dikenal dan diingat oleh orang lain yang hal tersebut akan sangat menguntungkan bagi mereka.

Page 6 of 8 | Total Record : 73

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