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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 44 Documents
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The Effect of Primary and Secondary Brand Association on Fast Food Industry Novi Amelia
Kajian Branding Indonesia Vol 4 No 1 (2022): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.4.1.70-78

Abstract

Consumers nowaday are now becoming more health conscious, more environment friendly, and concern about where their meals come from. This shift of consumers’ preferences are threatening the big food industry and one of the way to survive is through rebranding. This study is aimed to see the the effect of primary and secondary brand association on consumer’s perception toward the healthy brand image. We conducted two experimental design, each group of the study used a one group only with pre and post-test experimental design to examine the difference of participant perception between pre-test and post-test. The result showed that the use of primary brand association did not practically changed consumer perception on healthy product, butit was favorable in changing company’s image as the supporter of healthy lifestyle. As for the secondary brand association, the use of it was not favorable for changing consumer perception toward the product nor the company in the case of trying the brand image toward a healthy one.
Discovering Key Success Factors of Mid-Star Hotels During a Pandemic Tasya Sierends Devana; Nathanael Christianto; Tasha Devina Christianto; James Christian Setjoadi; Vincent Vincent; Handyanto Widjojo
Kajian Branding Indonesia Vol 4 No 1 (2022): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.4.1.47-59

Abstract

The objective of this research is to discover the factors that influence consumers’ interest in staying at mid-star hotels during the COVID-19 pandemic. A mixed-methods approach combining qualitative and quantitative research was applied. Data from 206 respondents was collected through online surveys that were processed through regression analysis. The findings show three factors that positively and significantly influence consumers’ interest to use mid-star hotels during the pandemic: cleanliness, health protocol, and facilities. Meanwhile, the promotion does not significantly affect the dependent variable. This research could provide insight into the hotel industry, specifically mid-star hotels, to consider and apply those factors into their priorities so that they can generate greater consumer interest in staying at mid-star hotels mid- and post-pandemic.
Implementasi Model Utaut Pada Industri Perbankan Di Indonesia Abdul Rohman
Kajian Branding Indonesia Vol 4 No 1 (2022): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.4.1.60-69

Abstract

Penelitian ini bertujuan untuk menguji peran penerimaan teknologi dengan menggunakan Model UTAUT dengan tingkat faktor teknologi (Performance Expectancy dan Effort Expectancy), faktor individu (Perceived Anxiety and Attitude toward Use), dan faktor organisasi (Social Influence dan Facilitating Conditions) terhadap Behavior Intentions melalui User Behavior. Data diperoleh dengan menggunakan kuesioner yang disebarkan kepada pegawai Bank di Indonesia dengan sampel sebanyak 248 orang. Analisis Structural Equation Modeling (SEM) digunakan untuk memastikan hubungan yang diusulkan. Studi ini menemukan bahwa enam dimensi faktor individu, organisasi dan teknologi (Performance Expectancy, Effort Expectancy, Perceived Anxiety, Attitude toward Use, Social Influence, Facilitating Conditions) secara signifikan berpengaruh terhadap Behavior Intentions yang dimediasi oleh User Behavior.
Retailer Segmentation as A Strategy for B2B Marketing using A Two-Level Clustering Analysis Prita Prasetya; Mukhamad Najib; Febrina Mahliza
Kajian Branding Indonesia Vol 4 No 1 (2022): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.4.1.33-46

Abstract

This paper aims to explore the possibility of identifying retailer segments. Data is the foundation of segmentation that helps identify the critical value drivers, select the appropriate engagement level and decide the retailer engagement. This study proposes a new approach that considers two-stage clustering for retailer segmentation and behavioural analysis among building materials companies in Indonesia. The alignment could provide a practical managerial approach to finding competitive advantage and a better understanding of sales opportunities. Retailer segmentation can be done differently from the most relevant sales perspective. In this study, we propose an alternative method for retailer segmentation based on two-stage clustering. First, segmentation is based on three categories of the size of order: a very potential group of customers in which the order size is large, a middle group and a group where the order size is small. Second, segmentation based on personal value is a relational perspective that considers the behavioural analysis from the manufacturer-retailer relationship.
Ideal Leader Behaviour in the Workplace Nyiayu Olivia Miranda Bakrie; Gilang Rafi Chandra; Gemerlang Adhityatama; Sekar Wulan Prasetyaningtyas
Kajian Branding Indonesia Vol 4 No 2 (2022): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.4.2.79-90

Abstract

Entrepreneurs in Indonesia believe that digital products and services may enable a more efficient and effective way of living. The key to achieving success in the era of digital transformation is to disrupt the market by providing consumers with exceptional value. In order to execute this correctly, businesses must be both effective and effective in achieving this expectation. Today Indonesian large businesses are digitalized and prepared to create disruptive, consumer-focused innovation as a result of this effort. In addition, as of 2022, Indonesia had the highest number of digital start-up enterprises among Southeast Asian nations, with 2,345 registered. Leadership is a factor in the success of digital firms, and digital businesses that must develop for the benefit of other companies are no exception. We believe that significant effort needs to be done in order to grasp the leadership behavior of the executives in payment aggregator firms. This research was conducted at Tangerang Indonesia-based software and consulting business. Since 2014, the company's main focus has been billing aggregation, and it currently has over 150 partners. Interviews were conducted in Indonesian, which would subsequently be translated into English for the purpose of this research. The outcomes showed that corporate leaders of a billing aggregator company have three types of behaviors that are considered desirable for their staff. Relationship-related, performance-related, and conflict-related behaviors are all interconnected. Ideal leaders establish clear boundaries not only between jobs but also between their relationships with employees.
Faktor Lingkungan, Motivasi, dan Beban Kerja dalam Loyalitas Karyawan Nia Kurniati; Setyo Riyanto
Kajian Branding Indonesia Vol 4 No 2 (2022): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.4.2.91-105

Abstract

This study aims to analyze and determine the effect of Work Environment, Work Motivation and Workload on Employee Loyalty at PT. Mowilex Indonesia. The population in this study were 310 employees of PT. Mowilex Indonesia. The sample used was 175 respondents, calculated based on the Slovin formula with a convenience sample technique. Methods of data collection using survey methods, with the research instrument is a questionnaire. Data analysis method used SPSS statistic 25 for descriptive analysis and Structural Equation Model with SmartPLS 3.0. This study proves that the work environment has a positive and significant effect on employee loyalty, work motivation has a positive and significant effect on employee loyalty, and workload has a positive and significant effect on employee loyalty.
Konsumsi Kompensasi pada Intensi Bermain dan Pembelian Gim Virtual Anndy Tanuri; Stephen Timothy; Istijanto Istijanto; Prita Prasetya
Kajian Branding Indonesia Vol 4 No 2 (2022): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.4.2.106-136

Abstract

The purpose of this research is to find out whether the consumption of compensation affects the intention to play and to buy virtual goods in context of the game Mobile Legends: Bang Bang. Researchers included the variables utility, self-indulgence, social interaction, and competitiveness to measure compensatory consumption indirectly. The data collection survey was conducted using an online judgmental sampling technique with the criteria of respondents being Mobile Legends: Bang Bang players aged 16 to 24 years living in Indonesia. SEM (Structural Equation Model) analysis using AMOS software was carried out on 292 samples obtained from online questionnaires using a judgmental sampling technique. The main findings in this study: (1) social interaction has a direct positive effect on the intention to buy virtual goods, (2) utility and self-indulgence are negative predictors of purchase intention, (3) the intention to play has a mediating effect on the effect of self-indulgence, interaction social media, and competitiveness towards purchase intentions of virtual goods.
Electronic Word-Of-Mouth dalam Pembelian Produk Kecantikan Aura Fonda Firdausa; Livina Livina; Istijanto Istijanto; Krishnamurti Murniadi
Kajian Branding Indonesia Vol 4 No 2 (2022): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.4.2.137-149

Abstract

The purpose of this study is to examine whether the factors of e-WOM involvement (consumer opinions both positively and negatively towards a product or brand that are disseminated via the internet) can influence the intention to purchase skincare products on Instagram in Indonesia, through the Elaboration Likelihood Model (ELM) theory. and Theory of Reasoned Action (TRA). Data analysis was carried out using AMOS Structural Equation Modeling (SEM) with 360 respondent data through online questionnaires and using a non-probability sampling technique, namely judgmental sampling. This study provides findings, namely: (1) the quality of information and the quality of brand Instagram accounts have no effect on e-WOM involvement, (2) information credibility, social support, innovative behavior, and attitudes towards e-WOM have a significant effect on e-WOM involvement, (3) attitudes towards e-WOM have a significant effect on purchase intention, and (4) e-WOM involvement has a significant effect on purchase intention.
Environmental Product and Ecolabelling Knowledge dalam Pembentukan Sikap Ramah Lingkungan Amanda Hoei; Juanny Avelia; Christiana Yosevina; Antonius W. Sumarlin
Kajian Branding Indonesia Vol 4 No 2 (2022): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.4.2.150-177

Abstract

Recently, people, especially generation Z, have begun to become aware of the negative impact the fashion industry has on the environment and feel responsible for this pollution. To overcome the negative impact of the fashion industry on the environment, consumers are starting to use eco-friendly clothing and moving to the slow fashion trend. The purpose of this research is to investigate the factors that can influence the purchase of eco-friendly clothing for Generation Z in Indonesia. The conceptual basis of this research is the knowledge-attitude-behavior model and attitude-behavior-context theory. The research methodology is in the form of quantitative where the researcher collects 281 questionnaire respondents, and the data is processed using the SPSS 26 and AMOS 26 programs. From this study, ecolabelling knowledge, environmental product knowledge, green trust, environmental concern, ecolabelling desire, and environmental attitude are factors that can affect the intention to buy eco-friendly clothes in generation Z in Indonesia.
Hubungan E-Wom, Consumer Ethnocentrism, Brand Equity dan Purchase Intention pada Sepatu Merek Indonesia Nicholas Skiefer; Caroline Suwandi; Fathony Rahman; Antonius W. Sumarlin
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.5.1.67-83

Abstract

Amidst the flood of imported goods from China over the past 20 years, the Indonesian government launched the national movement called Bangga Buatan Indonesia (Gernas BBI). This phenomenon provides an opportunity to generate consumer ethnocentrism and brand equity to help Indonesian SMEs improve their loyalty and competitiveness towards their brands. This study builds on previous research on the relationship between e-wom, consumer ethnocentrism, and brand equity, by replacing brand equity to make it more relevant and adding purchase intention to determine which factors can drive purchasing interest and what motivates that interest. To make this study more relevant to the current situation, the researchers also adopted a theoretical study. SEM analysis was conducted with 320 respondents using non-probability techniques. The results showed that positive e-wom has a greater influence on the purchase intention of domestic shoe brands. To compete against foreign shoe brands, owners of domestic shoe brands must rely more on positive e-wom than consumer ethnocentrism.

Page 4 of 5 | Total Record : 44

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