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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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Faktor yang Memengaruhi Willingness To Pay More Generasi Z Terhadap Produk Personal Care Eco- Friendly di Area BSD-GS Chandra, Cherill; Putra Atmodjo, Nicholas Hokio; Rahman, Fathony; Murniadi, Khrisnamurti
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.6.2.159-176

Abstract

Environmental issues are currently being widely discussed, especially among young people, particularly Generation Z. This has naturally led to new trends and opportunities, namely the adoption of green consumption patterns and the shift towards environmentally friendly products. However, environmentally friendly personal care products tend to be more expensive than conventional products. A fundamental question arises: what factors influence Generation Z's willingness to pay more for environmentally friendly personal care products? By combining studies conducted by Anil Kumar and Rituparna Basu and by Francesca De Canio on willingness to pay more and its relevance to the influence of eco-labels, the Theory of Planned Behavior or TPB will be used as the main theoretical basis in this research. The research method used is quantitative with a sampling technique using convenience sampling involving 278 Generation Z respondents residing in BSD-GS. Data collection was carried out through the distribution of online structured questionnaires. The results of this study prove that the presence of eco-labels and environmentally friendly product packaging itself has a significant influence on the willingness to pay more of Generation Z consumers in the BSD-GS area. In the context of this research, the Theory of Planned Behavior and awareness of personal health and environmental issues also do not play a role in influencing Generation Z's willingness to pay more for eco-friendly products, especially in the personal care category.
Factors Influencing Gen-Z’s Purchase Intention as Consequences of Product Placement Practice in K-Drama Janice, Janice; Rosa, Tamara; Widjojo, Handyanto; Amelia, Novi
Kajian Branding Indonesia Vol 7 No 1 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.1.23-37

Abstract

This study aims at investigating how scarcity, demand, convenience, interactivity, and playfulness affect impulsive purchasing on live streaming e-commerce. This article explores how limitation in quantity, limitation of time, convenience, and interactiveness affect perceptions about arousal, enjoyment, and impulsive buying. In orderto achieve understanding in relation to how mental processes result in emotional outcomes leading to impulse purchase, this study adopts the S-O-R model theory of Mehrabian and Russell (1974). This is a quantitative research work that involves surveyed data collection and statistical analysis. With the assumption of indicationregarding limited time scarcity, limited quantity scarcity, demand, convenience, interactivity, playfulness, perceived arousal, and perceived enjoyment are related to impulsive purchase behavior. This study aims to support the validity and enhancement of the S-O-R model such that its use in explaining e-consumer behavior can be justified. Therefore, these implications for business will help them build marketing and branding strategy, promotion campaigns, product launches, live shopping events, and create loyal customers with return purchases. This study concludes that it is necessary to understand how scarcity, convenience, and interactivity affect spontaneity buying process in live selling electronic platforms and more studies should be done into this field.
Memprediksi Intensi Membeli Ulang dan Word-of-Mouth Pengunjung Perhelatan Musik Winarno, Ahmad Faizy; Firdaus, Ghafiki Keysha; Wibowo, A. J. Ibnu; Yudianto, Bernardinus Realino
Kajian Branding Indonesia Vol 7 No 1 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.1.39-60

Abstract

This research aims to analyze the influence of music performance visitor involvement on value co-creation behavior, visitor experience, intention to repurchase music performance tickets, and word of mouth. The research method used is quantitative with a focus on the Jabodetabek area and informants who have musical knowledge. It is hoped that the results will contribute to academic understanding in the field of music branding and marketing as well as provide practical insight for the music industry. Research limitations include subjects who are fans of music performances in Indonesia.
Pengaruh Perceived Value terhadap Customer Engagement Behavior di Pusat Kebugaran FitHub Santosa, Derick Philander; Alam, Bryan Marcello; Widjojo, Handyanto; Istijanto, Istijanto
Kajian Branding Indonesia Vol 7 No 1 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.1.61-81

Abstract

This study aims to replicate previous research regarding the value acquisition, value co-creation, and the impact of perceived organic grocerant value on customer engagement behavior through brand trust. Quantitative methods were used, data collection through online surveys using questionnaires. Another research proposal examines the influence of perceived value on customer engagement behavior at FitHub gyms with the goal of providing business insights, better decision making,and academic contributions. Hypothesis testing, development of research instruments, and ensuring valid and reliable sampling were important focuses of this research. This research also limits the research location to a certain area and focuses on a certain time period, so the findings may have limited relevance and cannot be generalized to other locations. However, from the findings of this research, it is important for managers to know how to increase customer engagement behavior because the results have a positive correlation with a person’s social side. Then, on the brand trust side, you can also pay attention to the social, emotional value and price value offered because there is a significant correlation value.
Pengaruh Store Environment Perception pada Interior Toko Sociolla terhadap Dorongan Perilaku Impulsive Buying Sugiharto, Chavela Angelica Putri; Lauwinata, Jesslyn Natalie; Yosevina, Christiana Terecia; Yudianto, Bernardinus Realino
Kajian Branding Indonesia Vol 7 No 1 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.1.83-93

Abstract

This study aims to analyze how perceptions of the store environment can encourage customers’ impulse buying behavior, and what factors influence impulse buying. Also, to analyze how individual characteristics can influence these purchases. The research method used is quantitative research by distributing questionnaires online, using a Likert scale of 1-5. The research was found that impulsive buying tendency and layout had the strongest effect on urge to buy impulsively. maintain a positive store environment and add other strategies to stimulate customer’s tendency that leads to urge to buy impulsively.
Transisi Bisnis Grosir Fashion dari Luring ke Daring di Sebuah Pusat Grosir Marvel, Dustin; Nazaretti, Giovannio; Handoko, Rudy; Ali, Alavi
Kajian Branding Indonesia Vol 7 No 1 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.1.1-8

Abstract

This research aims to discuss the factors that drive the transition of businesses from offline to online, by exploring the perceptions of wholesale companies in one of the largest wholesale centers in Southeast Asia in facing the COVID-19 pandemic, changes in government regulations, and the emergence of various online platforms for trading. Apart from that, this paper also highlights the challenges faced by wholesale clothing businesses in the digital era, as well as what opportunities there are for wholesale clothing businesses in the digital market. This research was conducted by adopting an approach inspired by the creation of a framework by Donlevy and Zott discussing the benefits obtained from utilizing virtual markets. Even though the research carried out was in line with previous research, various new findings were obtained which were adapted to the focus of the research topic. Therefore, researchers innovated by developing a new framework that was adapted from the basis of the previous framework with additional research results obtained through in-depth interviews from the informants. This research also produced typologies that show each characteristic, perception and behavior of business people at the Tanah Abang Metro Wholesale Center.
Faktor-Faktor yang Memengaruhi Sikap dan Niat Perilaku Mahasiswa pada Pembelajaran Daring di Perguruan Tinggi Wijaya, Geraldi; Taslim, Michelle Chrisca; Yosevina, Christiana Tercia; Amelia, Novi
Kajian Branding Indonesia Vol 7 No 1 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.1.9-21

Abstract

The study aims to identify and analyze the factors that are influencing students’ attitudes and behavioral intention toward online learning in higher education institutions. Focusing on variables that have been researched before toward attitude such as Perceived Usefulness, Perceived Ease of Use, Social Influence, Educational and Environmental Conditions, Self Efficacy, and Mindful Agency, this research aims to understand the relationship between these factors and students’ attitudes toward the use of online learning. Primary data was collected from a Google Form questionnaire shared to 200 Indonesian students who have experienced online learning during the pandemic or continue to do so until now. these findings provide deep insights into the factors influencing students’ attitudes and behavioral intentions towards online learning. They can help educational institutions design more effective strategies tailored to students’ needs in the implementation of online learning in the future.
Pengaruh Animosity terhadap Boycott Intention Studi Kasus Starbucks Indonesia 2023-2024 Rimbo, Denise Alexa; Levina, Levina; Soehadi, Agus W; Sumarlin, Antonius W
Kajian Branding Indonesia Vol 7 No 2 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.2.103-117

Abstract

Known for its variety of coffee, tea, and snacks in a comfortable atmosphere, Starbucks has expanded globally, including to Indonesia in 2002. However, in 2023, the company faced market value decline due to issues of supporting Israel, resulting in boycott calls. The aim of this study is to examine and analyze the influence of consumer animosity on the boycott intention of the brand Starbucks Indonesia using cognitive-affective behavioral and animosity theories. The research methodology is quantitative, involving 191 questionnaire respondents, analyzed using SPSS 29 and AMOS 24. Results show that consumer animosity and affective evaluation were found to influence boycott intention. However, cognitive judgment does not have a significant influence. Therefore, it is important for Starbucks brand managers to monitor and proactively respond to sensitive global issues, especially those that may trigger consumer animosity.
Pengaruh Customer Experience dan Kualitas Pelayanan terhadap Niat Kunjungan Ulang Konsumen Wizzmie Theresa, Maria; Sianturi, Ester Cahyani; Nurbaiti, Nurbaiti; Rossanty, Yossie; Siregar, Onan Marakali
Kajian Branding Indonesia Vol 7 No 2 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.2.119-130

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh customer experience dan kualitas pelayanan terhadap niat kunjungan ulang konsumen Wizzmie, sebuah brand makanan cepat saji lokal di Kota Medan. Penelitian menggunakan pendekatan kuantitatif kausal dengan pengumpulan data melalui kuesioner yang disebarkan langsung kepada 100 responden di dua cabang Wizzmie Kota Medan (Karya Wisata dan Pancing). Data dianalisis menggunakan SPSS melalui regresi linier berganda. Hasil penelitian menunjukkan bahwa customer experience berpengaruh positif dan signifikan terhadap niat kunjungan ulang. Kualitas pelayanan juga memiliki pengaruh positif dan signifikan terhadap niat kunjungan ulang. Secara simultan, kedua variabel memberikan kontribusi yang signifikan dengan nilai koefisien determinasi (R²) sebesar 79,3%. Dari kedua variabel, kualitas pelayanan menjadi faktor yang paling dominan memengaruhi niat kunjungan ulang. Temuan ini menunjukkan bahwa peningkatan kualitas pelayanan dan penciptaan pengalaman pelanggan yang berkesan merupakan strategi utama dalam meningkatkan loyalitas pelanggan di bisnis makanan cepat saji lokal
Dampak Tema Alam dalam Kafe pada Brand Experience dan Active Engagement Tjokro, Nicholas Hugo; Fernando, Vicky; Yosevina, Christiana Tercina; Amelia, Novi
Kajian Branding Indonesia Vol 7 No 2 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.2.131-143

Abstract

This study aims to investigate the impact of nature-themed cafes on brand experience and Active engagement. The research employs a quantitative method with online questionnaires distributed to visitors of nature-themed cafes in Tangerang. The results indicate that positive brand experiences in nature-themed cafes significantly enhance customer engagement and brand loyalty. The practical implications of this study highlight the importance for cafe managers to focus on creating enjoyable and engaging experiences to boost customer loyalty and achieve sustainable competitive advantages.

Page 7 of 8 | Total Record : 73

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