Indonesian Brand Research Articles

PERANCANGAN IDENTITAS VISUAL TOKO ROTI DARI DARI

The Dari Dari's Bakery Visual Identity Design. The bakery business is highly attractive to entrepreneurs in Indonesia because of the prevalent breakfast culture, where bread is a popular choice for morning meals. Among the many bread brands in Indonesia, Dari Dari, a small and medium-sized enterprise (UKM), stands out with its focus on bakery and pastry products made from natural ingredients without artificial additives. To strengthen its brand identity and market appeal, Dari Dari is undergoing a visual identity design process, aiming to create a unique logo and extend it to other promotional media. The research involves qualitative and quantitative methods such as literature studies, observations, interviews, and questionnaires to effectively convey the brand's message and values to customers and establish a distinct position in the competitive market.
 Keywords: visual identity, logo, UKM, bakery

Pengaruh Integrated Marketing Communication Terhadap Citra Perusahaan Ortuseight

Business competition between sports brands is very tight. There is intense competition between brands in Indonesia, for this reason each brand creates a strategy for its brand, such as Integrated Marketing Communication (IMC). In the business world, Integrated Marketing Communication (IMC) is one of the strategies that is the most important point for creating integrated marketing communications in order to attract consumers and build an image. As is done by the local brand, Ortuseight. The theory used is integrated marketing communication which includes advertising, sales promotion, personal selling, public relations, direct and digital marketing, and company image which includes personality, reputation, values/ethics, corporate identity. The approach used in this research is quantitative, using a survey method. Data collection was carried out by distributing questionnaires via Google Form, which were distributed to 60 Instagram followers @sd_3sport, and sampling was carried out randomly. The results of this research show that the influence of Integrated Marketing Communication, all respondents answered agree, and the influence of Integrated Marketing Communication on Company Image, all respondents answered agree. From all the Y variable statements in the research questionnaire, the magnitude of the influence of Integrated Marketing Communication has a strong relationship of 0.864 to the company image of Instagram followers @sd_3sport with a percentage of Integrated Marketing Communication of 74.6% and the remaining 25.4% is influenced by other factors

The Effect of Viral Marketing and Online Customer Reviews on Instagram on Purchase Decisions for Mixue Ice Cream in Surabaya

A new ice cream brand from China called “Mixue” appeared in Indonesia recently and made people queue just to taste the ice cream product, even though Mixue is not the first choice of ice cream brand in Indonesia. The researcher wanted to find out the impact of viral marketing and online customer reviews on Instagram on the purchase decision of Mixue ice cream in Surabaya. This study used quantitative methods, with the research subjects being Mixue ice cream consumers in Surabaya and Instagram users. This study involved the participation of 98 people using the non-probability sampling method and purposive sampling as the technique. To collect data, researchers distributed questionnaires online with a Likert Scale. The data would be analyzed using the Partial Least Squares (PLS) method. The results showed that viral marketing had a substantial impact on Mixue ice cream purchase decisions in Surabaya, and online customer reviews had a large impact on Mixue ice cream purchase decisions in Surabaya.

CONSUMER BRAND LOYALTY IN BRAND HERITAGE ATTRACTIONS: A BRAND EQUITY PERSPECTIVE

This study tries to analyze the conceptual model of brand equity, brand trust, brand satisfaction, and loyalty of Indonesian consumers to brand heritage. This research examines the direct effect of brand equity on trust and satisfaction, the direct effect of trust on satisfaction and loyalty, and the direct effect of brand satisfaction on brand loyalty. This conceptual model tests 9 proposed hypotheses. The object of this research is Brand Heritage in Indonesia. The total sample used is 270 respondents taken through the purposive sampling technique. The respondent's criteria used are respondents who have used/consumed and bought heritage brands in Indonesia. The data was obtained through the distribution of online and offline questionnaires. The hypothesis testing was carried out using structural equation modeling (SEM). Hypothesis testing using path analysis. This study found that two dimensions of brand equity, namely perceived quality and brand association, affect consumer trust and satisfaction. On the other hand, brand awareness does not have a significant effect on trust and satisfaction. Meanwhile, consumer trust also influences satisfaction and loyalty. Then, consumer satisfaction on consumer loyalty.

Factors That Affect Customer Satisfaction and Brand Loyalty for the Apple Brand in Indonesia

Currently the existing business competition is very tight, so companies are required to continue to maintain their quality and innovate on goods and services. As is the case in the electronic product business, where companies must continue to consider what things can affect customer satisfaction and brand loyalty. In this case, the subjects and objects in this study are brand trust, brand identification, brand experience, location and environment, lifestyle congruence, perceived value of cost, perceived quality that affect customer satisfaction and brand loyalty. This study was shown to determine how big the influence between the dimensions of brand trust, brand identification, brand experience, location and environment, lifestyle congruence, perceived value of cost, perceived quality on customer satisfaction and brand loyalty. This research is a causal research using a descriptive quantitative approach. The population used in this study were Apple customers, while the sample taken was 200 people. This research is sourced from primary data obtained through questionnaires. The data analysis technique used in this research is Structural Equation Modeling (SEM) analysis using Partial Least Square (PLS) program. The results of this study indicate that brand experience, location and environment have a positive effect on customer satisfaction, brand identification, brand trust, life style congruence, perceived quality, and perceived value of cost have no effect on customer satisfaction, customer satisfaction has a positive effect on Apple's brand loyalty. . The contribution of this research is expected to be a consideration and input for Apple to consider the factors that influence Apple's customer satisfaction and brand loyalty.

The Effect of Self Congruity and Brand Personality on Brand Loyalty

Adventure has become a popular means of entertainment in Indonesian society, and there has even been a lifestyle trend among millennials, such as exploring the forest, exploring nature on motorbikes, camping, along rivers, climbing mountains, exploring beaches, and visiting various other natural attractions. also supported by geographical conditions and natural wealth that attract travelers and adventurers. This phenomenon creates business opportunities because these activities require adequate facilities and equipment. However, because business competition is getting higher, it is even more difficult to retain consumers. Brand development is very influential for all types of products that are consumer needs, especially equipment and needs for outdoor activities, because often brands are associated with human personality traits. The purpose of this study was to examine and analyze the effect of Brand Personality and Self Congruity variables on brand loyalty of adventure products from Indonesian brands Eiger, Consina, Avtech, Kalibre. The analytical method used is multiple linear regression using the SPSS (Statistical Product and Service Solution) application tool. The test results show that the Brand Personality variable with a regression coefficient of 0.404 and a significance of 0.001 <0.005 has a positive and significant effect on the Brand Loyalty variable, while the Self Congruity variable with a regression coefficient value of 0.080 and a significance of 0.508 > 0.05 does not significantly affect the Brand Loyalty variable. The purpose of this study was to examine and analyze the effect of Brand Personality and Self Congruity variables on brand loyalty of adventure products from Indonesian brands Eiger, Consina, Avtech, Kalibre. The analytical method used is multiple linear regression using the SPSS (Statistical Product and Service Solution) application tool. The test results show that the Brand Personality variable with a regression coefficient of 0.404 and a significance of 0.001 <0.005 has a positive and significant effect on the Brand Loyalty variable, while the Self Congruity variable with a regression coefficient value of 0.080 and a significance of 0.508 > 0.05 does not significantly affect the Brand Loyalty variable. The purpose of this study was to examine and analyze the effect of Brand Personality and Self Congruity variables on brand loyalty of adventure products from Indonesian brands Eiger, Consina, Avtech, Kalibre. The analytical method used is multiple linear regression using the SPSS (Statistical Product and Service Solution) application tool. The test results show that the Brand Personality variable with a regression coefficient of 0.404 and a significance of 0.001 <0.005 has a positive and significant effect on the Brand Loyalty variable, while the Self Congruity variable with a regression coefficient value of 0.080 and a significance of 0.508 > 0.05 does not significantly affect the Brand Loyalty variable.

Strategies to Increase Purchase Intention of Local Brand in Indonesia: A Study of Social Media Marketing and the Role of Influencers

<p>Based on Hypefest and Katadata research in 2023, the growth of local brands in Indonesia is currently not matched by an optimal marketing strategy, because consumer purchase intention in local brands is still relatively low. Utilization of marketing through social media is expected to make the image of local brands more famous so as to increase consumer purchase intention, especially generations Y and Z. Optimizing marketing through social media by using influencers to introduce a product massively. The data collection technique was purposive sampling using a questionnaire, which collected 135 respondents who had never made purchases of local Indonesian brands and were active users of Instagram social media and were also generations Y and Z. The results of the study show that the first hypothesis is that there is a significant influence between social media marketing variables on consumer purchase intention. The second hypothesis is that there is a significant influence between social media marketing variables on consumer purchase intention which is moderated by the influencer variable. This proves that in the current digital era, social media is the main platform for marketing a product which will be strengthened by using the right influencers to expand the marketing of a brand. This research has limitations, namely only discussing local brands, especially in the fashion sector, so that further research can expand the local brand sector.</p>

Effect of Interactive Marketing and Electronic Word of Mouth on Brand Awareness of Skintific Products

With the more intense business competition in the world of beauty, of course, every brand needs an effective strategy to increase consumer buying interest. One of the newly entered skincare brands in Indonesia is a Skintific skincare brand from Canada. The purpose of this study was to determine the effect of interactive marketing and electronic word of mouth on brand awareness of Skintific products. The type of research used is quantitative research with the Google form questionnaire distribution method. The sample in this study was 100 respondents using the SPSS program. The classic assumption tests used in this study are normality, homoscedasticity, non-multicollinearity, and linearity. Then after testing the classical assumptions, it can be concluded that the results of interactive marketing and electronic word-of-mouth variables have a positive effect on brand awareness of Skintific products.

THE INFLUENCE OF INTELLECTUAL INTELLIGENCE AND EMOTIONAL INTELLIGENCE ON EMPLOYEE PERFORMANCE MEDIATED BY JOB SATISFACTION

The success of PT Fast Food Indonesia Tbk. in becoming the best fast food restaurant brand in Indonesia, as mentioned on the Top Brand website from 2020 to 2022, is certainly supported by highly performing human resources. This situation sparks the researchers' curiosity to analyze the influence of intellectual intelligence and emotional intelligence and job satisfaction as an intervening variable on employee performance. The data was collected through the distribution of questionnaires using a google form. A total of 100 respondents were included in the sample for analysis. SmartPLS software with PLS-SEM approach is used in this analysis. According to the findings of this study, intellectual intelligence and emotional intelligence have a significant and positive effect on job satisfaction. Intellectual intelligence, emotional intelligence and job satisfaction also have a significant and positive effect on employee performance. Job satisfaction can meditate the influence of intellectual intelligence and emotional intelligence on employee performance.

Investigating the Determinants of Green Loyalty: Understanding Factors Influencing Customer Commitment to Sustainable Brands in Indonesia

In recent decades, the global emphasis on ecological sustainability and green marketing has revolutionized consumer preferences and behaviour. As businesses strive to meet the growing demand for eco-friendly products and services, understanding and assessing customer green loyalty have become pivotal objectives for sustained success. This research investigates the determinants of customers' green loyalty towards environmentally conscious goods and/or services. To achieve this objective, a quantitative analysis approach was adopted. A questionnaire-based survey was conducted using Google Forms, targeting 238 respondents. The collected data was subjected to descriptive statistics and partial least squares structural equation modelling (PLS-SEM) for comprehensive analysis. The findings of this study underscore the significant influence of two crucial factors - green trust and green image - on customers' green loyalty. The positive relationship between green trust and green loyalty highlights the importance of establishing trust in eco-friendly brands. Additionally, the positive impact of green image signifies the role of a brand's environmental reputation in fostering customer loyalty. These insights hold paramount importance for both theory and practice, shedding light on customers' loyalty patterns towards green brands in Indonesia. As businesses navigate the dynamic landscape of sustainability-driven consumer preferences, this research can guide strategic marketing efforts and promote eco-friendly practices to attract and retain loyal customers.

Meaning of Creative Campaign in Arief Muhammad’s Billboards ‘Ready to be Number 1’ (Roland Barthes Semiotics Analysis)

Billboards are one of the outdoor promotional media used to convey information or notifications to the public, which are usually used by many legislative candidates to carry out political campaigns. One of the viral billboards that was in the spotlight in 2020 because it looked like it was carrying out a political campaign, was when Arief Muhammad's face was surprisingly complete with the words 'Ready to Be Number 1' emblazoned on a street corner located in Bintaro, South Jakarta, which was interpreted by the public will plunge into the world of politics in Indonesia. The purpose of this study is to focus on how a billboard can support marketing performance through a creative campaign that is packaged with a guerilla marketing strategy using Roland Barthes' semiotics, to produce denotative, connotative, mythical meanings, along with the findings of the ideology of capitalism and nationalism on these viral billboards. The results of this study indicate that all verbal and nonverbal signs on the billboard 'Ready to Be Number 1' are interpreted as a form of Arief Muhammad's seriousness in acquiring, promoting, and making Prepp Studio the number 1 men's fashion brand in Indonesia, under his leadership with Dimas Mairyan’s. The researcher concludes that the 'Ready to Be Number 1' billboard tries to take advantage of the momentum of the 2020 Regional Head Election campaign to support the campaign so that it becomes stronger with political overtones

Analisis Pengaruh Kredibilitas Influencer Marketing Terhadap Minat Beli Pada Industri Skincare Merek Lokal Indonesia

ABSTRACT 
 The purpose of this study is to explore the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise and similarity) on purchase intention through the mediating role of brand awareness, trust in influencer post, also cognitive and affective online engagement in Indonesian local brand skincare industry. The population of this study entails all social media users who have bought local skincare in Indonesia within 1 month and follow the influencers marketing who promote the brand in their social media account. The total number of respondents who were collected was 1,270 respondents, however only 968 respondents were taken for further measurements. The data was analyzed by SEM-PLS. The study demonstrates a very excellent fit for the data and the influence of expertise, trustworthiness, attractiveness, and similarity of influencer on brand awareness, trust in influencer’s post, online engagement, and purchase intention. This research is proved additional dimension of influencer credibility (similarity) besides three commonly used (expertise, trustworthiness and attractiveness). Another contribution of this research is that it succeeded in validating the credibility of which influencers influence the target market for local skincare brands in Indonesia.
 Keywords: Influencer Credibility, Brand Awareness, Trust, Engagement, Purchase Intention

Marketing Communication Strategy to Strengthen Brand Awareness: Case of K Commerce in Indonesia

This research outlines a strategy for increasing K Commerce’s awareness of the brand in Indonesia’s competitive eCommerce landscape, specifically in the Jabodetabek region. An integrated marketing communication approach combining segmentation, targeting, positioning, values laddering, and the PDB triangle is offered using Kotler’s STP model and differentiation concept. The findings of the study highlight a positioning and differentiation approach based on customer centricity, trust, innovation, and enjoyment. The importance of optimal content, context, and infrastructure is emphasized. Proposed taglines capture K Commerce’s brand spirit, and the marketing communication strategy devised plans to overcome the awareness-appeal gap, placing K Commerce as a top brand choice among Millennials and Generation Z. This research will be used to improve K Commerce’s awareness and position in eCommerce.

Consequences of Social Media Marketing Activity and Trust on Local Fashion Brands in Indonesia

Consequences of Social Media Marketing Activity and Trust on Local Fashion Brands in Indonesia

The Influence Of K-Pop Artist As Brand Ambassador On Affecting Purchasing Decision and Brand Loyalty (A Study Of Scarlett Whitening’s Consumers in Indonesia)

One of the current promotional strategies adopted by many brands in Indonesia is leveraging the K-Wave (Hallyu) phenomenon. Scarlett Whitening aims to capitalize on this opportunity by appointing the popular K-Pop girl group, Twice, as their brand ambassador. The significant investment involved in this collaboration raises high expectations for Scarlett Whitening, particularly in terms of the impact that their chosen brand ambassadors have on purchasing decisions and brand loyalty. Hence, the objective of this research is to examine the influence of various dimensions (visibility, credibility, attractiveness, and power) of K-Pop artist Twice on the purchasing decisions and brand loyalty of Scarlett Whitening consumers. Furthermore, the study aims to investigate the mediating role of customer satisfaction in the relationship between purchasing decisions and brand loyalty among Scarlett Whitening consumers. This research employs a non-probability purposive sampling technique, with a sample size of 200 respondents aged between 15 and 34 years, encompassing all genders. The respondents are required to have prior experience using Scarlett Whitening products and possess awareness of Twice as one of Scarlett Whitening's brand ambassadors. The data analysis technique employed is the Structural Equation Modeling (SEM) Partial Least Squares (PLS) method. The findings indicate that the dimensions of "visibility" and "power" have a positive yet insignificant effect on purchasing decisions, while "credibility" and "attractiveness" exhibit a positive and significant impact on purchasing decisions. Additionally, the "visibility" dimension of the brand ambassador demonstrates a positive and significant influence on brand loyalty. However, the dimensions of "credibility," "attractiveness," and "power" of the brand ambassador show a positive but insignificant effect on brand loyalty. Furthermore, the results highlight the positive and significant influence of purchasing decisions on customer satisfaction, and customer satisfaction, in turn, has a positive and significant impact on brand loyalty.

WILL INFORMATION OVERLOAD SITUATION FACILITATE PEOPLE TO BUY IN SOCIAL MEDIA & E-COMMERCE? CASE OF LOCAL SKIN CARE BRANDS IN INDONESIA

The pandemic has opened the opportunity for local skincare brands to launch their variants in social media. The proliferation of communication about the brands and its variants in social media provides consumers with sufficient even overload of information to make purchase decision. The information overload from the preferred brand and also from other brands might create confusion among consumers and have impact to the purchase intention of local skin care brands in Indonesia. Using TPB theory and dimensions of brand equity as the antecedent for attitude toward local skin care, this study aims to determine whether information overload will have influence on purchase intention when the products are sold in social media. Using PLS-SEM, this study shows that information overload does not give a moderation effect on purchase intention.

Physical, Chemical, and Biological Pollution in Water, Air and Soil Industrial Products From PT. Torabika Eka Universe in Cikupa Tangerang

Technological developments certainly provide big changes in human life, starting from infrastructure management to the food industry, and the drug industry, everything is very easy to do by utilizing current technological sophistication. Many bad impacts arise from these technological advances, the most prominent of which is pollution due to waste generated from the industry. The impact that occurs from failure in waste treatment is the occurrence of air, soil, and water pollution. This research method is a qualitative descriptive research, where the researcher directly becomes the instrument and the company is the respondent. Based on research results Pollution of water, air, and soil due to the industrial products of PT. Torabika Eka Semesta found that Torabika is a well-known coffee drink brand in Indonesia. To maintain a healthy environment, the Torabika company can do several things, including 1) Companies reduce their use of single-use plastic packaging; 2) Use environmentally friendly raw materials; 3) Optimizing energy use; 4) Improve recycling programs; 5) Build environmental awareness among employees and customers; 6) Improve recycling programs; 7) Build environmental awareness among employees and customers; 8) Improve recycling programs; and 9) Build environmental awareness among employees and customers.

Drivers of green brand experience and its impact on pro-environmental behavioural intentions

Researchers have worked hard for many years to investigate the factors that influence pro-environmental behavior and still found inconsistent result of the predictors. Therefore, there is a need to identify other potential environmental behavior predictors. The intention of this study is to investigate the drivers of green brand experience and its impact on pro-environmental behavioural intentions. This study analyzes 229 customers of green beauty and personal care brand in Indonesia using quantitative method with non-probability purposive sampling technique. This study found that only interactivity and green informativeness in social media marketing management activities have positive and significant influence on the green brand experience. While entertainment, customization, and WOM have entertainment, customization, and WOM insignificant influence. This study also found that green brand experience has positive and significantly influenced customer co-creation participation, repurchase, as well as green word of mouth intention. The findings contribute to the development theory of brand experience and Technologies for the Pro-Ecological Action Model. This study also contributes to the management of social media activities in enhancing green brand experience and promoting pro-environmental behavioural intentions that benefit both the brand and the environment.

Counterfeiting of Weel-Known Brands in Indonesia: Legal Protection?

The use of well-known brands is now starting to bloom, and this is none other than because it promises big benefits that will be obtained when using well-known brands instead of using their brands. One of the reasons why many industries use well-known brands for their products is to make them easy to sell. This study uses normative legal research methods to examine the protection of well-known brands in Indonesia. The results of this study indicate that trademark protection is provided after the trademark owner registers his trademark. Law Number 20 of 2016 needs to define well-known brands clearly. Well-known marks, namely the rejection of an application that is basically the same or wholly with a well-known Mark for similar goods and services is carried out with due observance of the general provisions. public knowledge about the mark in the field of business concerned. In addition, attention is also paid to the reputation of a well-known brand that is obtained due to vigorous and large-scale promotions, investments in several countries in the world that are carried out by the owner and are accompanied by proof of registration. brand in several countries.

The Influence of Social Media Marketing on Consumer Based Brand Equity, Brand Loyalty, and Mediation by Brand Experience on Fashion Brand Clothing in Indonesia

The purpose of this research is to examine the effect of social media marketing initiatives on brand equity and brand loyalty through brand encounters. 205 participants made a purposive sampling sample for this study. The consumers who were the samples of this study, among others, had bought local fashion brands in Indonesia for at least the last six months. Hypothesis testing was carried out using the structural equation model (SEM) method with the help of AMOS software. For further research, it is also possible to add and analyze additional factors that strengthen local fashion brands that are influenced by brand recognition and image building are two examples of social media marketing activities