EXTENDED BRAND TO INCREASE BRAND PREFERENCE: THE KEY TO COOPERATIVE SURVIVAL DURING PANDEMIC

According to Undang-Undang (UU) No. 25 of 1992, a cooperative is a business entity composed of individuals or cooperative legal entities. Its activities are based on the principle of cooperatives, and the peoples economic movement is based on the principle of kinship. In Indonesia, cooperatives have successfully become an organization occupying a special position in the structure of the national economy. The principle of kinship owned by cooperatives is a value adopted by the Indonesian people. In addition, as the formal sector in Indonesia, cooperatives are positively affected by their links with the informal sector this link helps the formal sector to solve financial, management and technical skills issues (Majundar and Borbora, 2014). The purpose of the study is to determine which variable is affecting brand preference of cooperative application. This could help cooperative application to improve and achieve more in the competitive market. The research method used in this study is non probability sampling on Surabaya and Jombang. The data processing analysis is using simple and multiple regression with SPSS 22.0 software. The results of this data processing will be conducted wih an in-depth discussion on the characteristic respondents such as gender both men and women, aged 18-60 years old, member of cooperative, have been shopping through mobile application for the last one year, and usually using internet in daily activities. The results of this study shows that there are four hypotheses which all of the hypotheses were accepted. The accepted hypotheses are brand familiarity has a positive effect on brand preference of extension brand with the coefficient regression is 0.233, brand evaluation has a positive effect on brand preference of extension brand with the coefficient regression is 0.702, brand offering has a positive effect on brand familiarity of extension brand with the coefficient regression is 0.881, and brand offering has a positive effect on brand evaluation of extension brand with the coefficient regression is 0.873.

Development of a National Rating System to Evaluate the Brand Attraction of Sewing and Knitting Enterprises

The article proposes a mechanism for creating a national rating system aimed at including local brands in the international ranking of global brands in order to assess the brand attractiveness of sewing and knitting companies operating in Uzbekistan. It recommends the methodology of rating of national and global brands, the main segments of the analysis of national brands, the direction of development of the rating system, the rating criteria for the evaluation of local brands and the sources of their identification. The development of a national rating system for brand evaluation will lead to the formation of a healthy competitive environment for local brands, protection of consumers from substandard products, the creation of an integrated system between enterprises and consumers.

MEDIASI VARIABEL KREDIBILITAS MEREK DALAM MENGANALISIS PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP EVALUASI MEREK: Sebuah Studi Kasus Pada Pengguna Smartphone Samsung di Kota Medan

This study aimed to examined the effect of Electronic Word-Of-Mouth on Samsung brand evaluation moderated brand credibility. The population in this study is infinite numberwhich contained by all the people who are using the Samsung products in Medan. The number of samples used in this study are 100 respondents with technique of determining the sample is purposive random sampling with judgment sampling method that researchers use certain criteria that will be used as a sample in this study. The type of research used in this study is the type of causality research. The independent variable in this research is electronic word-of-mouth, and the dependent variable is the brand evaluation and the moderation/intervening variable is brand credibility. The results showed that partially electronic word-of-mouth has a positive and significant effect on brand credibility, electronic word-of-mouth have positive and significant effect on brand evaluation, brand credibility has a positive and significant impact on brand evaluation, electronic word-of- mouth has a positive and significant influence on brand evaluation with brand credibility as a moderating variable. In addition, the results of this study also indicate that there is an indirect effect of the more dominant electronic word-of-mouth on brand evaluation through brand credibility is 0.529. The conclusion in this research is E-WOM not directly against Samsung brand evaluation in Medan. Suggestions for further research are to add more independent variables and use SEM analysis tools with more objectives in research objectives and targets.

THE INFLUENCE OF COUNTRY-OF-ORIGIN IMAGE, BRAND IMAGE, AND BRAND EVALUATION ON PURCHASE INTENTION TOWARDS NIKE BRAND IN JABODETABEK

The athletic footwear industry is growing rapidly in both global and domestic markets, and one of the major global brand players is Nike, which holds the largest market share in the world, followed by Adidas. However, this did not happen in the Indonesian market where Nike was beaten by Adidas to take second place. The difference in this condition is interesting to investigate further about the factors that can influence the buying interest of Indonesian consumers towards the Nike brand, especially in the Greater Jakarta area. Therefore, further research was conducted to determine whether the image of the country of origin, brand image, and brand evaluation could influence purchase interest, through data from 220 respondents who live in Jabodetabek. The hypothesis tested using PLS-SEM shows that all variables have a positive correlation in influencing consumer purchase intentions of the Nike brand, except for the country of origin. The findings in this study will be of great benefit to consumers, marketers and researchers in the future, especially those involved directly and indirectly with the United States and the Nike brand. Abstrak: Industri alas kaki atletik berkembang pesat baik di pasar global maupun pasar domestik, dan salah satu pemain merek global utama adalah Nike, yang memegang pangsa pasar terbesar di dunia, diikuti oleh Adidas. Namun hal tersebut tidak terjadi di pasar Indonesia dimana Nike dikalahkan oleh Adidas untuk menempati posisi kedua. Perbedaan kondisi ini menarik untuk diteliti lebih jauh mengenai faktor-faktor yang dapat mempengaruhi minat beli konsumen Indonesia terhadap merek Nike, khususnya di wilayah Jabodetabek. Oleh karena itu, penelitian lebih lanjut dilakukan untuk mengetahui apakah citra negara asal, citra merek, dan evaluasi merek dapat mempengaruhi minat beli, melalui data dari 220 responden yang berdomisili di Jabodetabek. Hipotesis yang diuji menggunakan PLS-SEM menunjukkan bahwa semua variabel memiliki korelasi positif dalam mempengaruhi niat beli konsumen atas merek Nike, kecuali negara asal. Temuan dalam studi ini akan sangat bermanfaat bagi konsumen, pemasar, dan peneliti di masa mendatang, terutama yang terlibat langsung dan tidak langsung dengan Amerika Serikat dan merek Nike.