Judul: Penerapan Model Persamaan Struktural dalam Ekuitas Merek
Abstrak: Ekuitas merek merupakan kekuatan dari suatu merek yang mampu membuat merek tersebut bersaing dengan merek lainnya di dalam suatu pasar. Ekuitas merek merupakan variabel yang tidak dapat diukur secara langsung (variabel laten). Ekuitas merek memiliki komponen pendukung, antara lain adalah: merek yang paling diingat (top of mind brand), iklan yang paling diingat (top of mind advertising), persepsi kualitas merek (brand perceived quality), merek yang paling baik (best brand), pangsa pasar merek (brand share), kepuasaan keseluruhan (overall satisfaction), merek yang paling sering digunakan (brand used most often) dan loyalitas. Untuk mengetahui berapa besar kontribusi komponen-komponen tersebut terhadap ekuitas merek, diperlukan suatu metode tertentu. Dalam tulisan ini metode yang digunakan adalah model persaman struktural. Metode pendugaan koefisien yang digunakan adalah Unweighted Least Square (ULS) dan dijalankan dengan menggunakan software LISREL 8.51. Data yang digunakan diperoleh dari PT. Mars, yaitu hasil survei terhadap produk toiletris (keperluan mandi) pada tahun 2005. Dari 161 merek hanya diambil 5 buah merek yang memiliki nilai ekuitas merek paling besar. Faktor yang memberikan pengaruh paling besar terhadap ekuitas merek adalah persepsi kualitas merek (brand perceived quality) diikuti oleh kesetiaan merek (loyalty), dan yang cenderung menurunkan ekuitas merek adalah kesadaran merek (awareness). Merek yang memiliki nilai ekuitas merek yang tinggi cenderung merupakan merek yang paling baik, dalam hal ini M1 merupakan merek yang paling baik.
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Judul: Pengaruh Bauran Komunikasi Pemasaran Terhadap Ekuitas Merek Produk Manisan Pala Ukm Harapan Berkah
Abstrak: Suatu perusahaan/organisasi membutuhkan ekuitas merek yang baik agar mampu bertahan dalam persaingan pasar. Komunikasi pemasaran berperan penting dalam membentuk euitas merek tersebut. Penelitian ini bertujuan untuk menganalisis pengaruh bauran komunikasi pemasaran terhadap ekuitas merek baik secara keseluruhan ataupun secara parsial. Bauran komunikasi pemasaran yang diteliti adalah (1) Iklan, (2) Promosi penjualan, (3) Event dan pengalaman, (4) Hubungan masyarakat dan publisitas, (5) Pemasaran langsung, (6) Pemasaran interaktif, (7) Pemasaran dari mulut ke mulut dan (8) Penjualan personal. Metode yang digunakan dalam penelitian ini adalah metode penelitian survai dengan menggunakan analisis uji statistik regresi linier berganda. Data diambil dari 50 orang responden, yaitu konsumen manisan pala UKM manisan pala “Harapan Berkah” dengan teknik pengambilan responden secara kebetulan (accidental sampling). Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan pada bauran komunikasi pemasaran terhadap ekuitas merek. Bauran komunikasi pemasaran yang memiliki pengaruh terhadap ekuitas merek adalah event dan pengalaman dan pemasaran dari mulut ke mulut., A firm/organization should considered building a good brand equity in order to keep stand in market competition. Marketing communication has that ability to build a good brand equity. This study aimed to analyze the effect of marketing communications mix on brand equity either in whole or partially. Marketing communications mix studied were (1) Advertising, (2) Sales promotion, (3) Events and experience, (4) Public relations and publicity, (5) Direct marketing, (6) Interactive Marketing, (7) Word of mouth and (8) Personal selling. The method used in this study is a survey research methods and use the statistical tests multiple linear regression. The data is taken from 50 respondents, that is costumers from candied nutmeg’s Small Scale Bussines’s “Harapan Berkah” by chance or with accidental sampling methods. The results showed that there is a significant influence in marketing communications mix on brand equity. Marketing communication mix that has the influence on brand equity are event and experience and word of mouth.
Keyword: komunikasi pemasaran, bauran, ekuitas merek, UKM

Judul: Development of DNA Vaccine Encoding Glycoprotein of Koi Herpes Virus Using Local Isolate.
Abstrak: The aim of this research was to develop DNA vaccine of Koi Herpesvirus in carp. Glycoprotein gene originated from ORF 25 KHV virus that is 1.8 kbp in size, is a potential gene in DNA vaccine construction. The sequencing and similarity analysis of the gene using BLAST software showed that this gene is a GP25 gene and was found to be very similar (99%) to GP25 of KHV virus from the USA and Israel. When this GP25 gene was ligated with pGEMT Easy (pT, 3 kbp in size) vector, plasmid size was increasing up to 5 kb. Following this, a digestion of pT-GP25 plasmid using Sal I enzyme was applied resulted in a GP25 fragment (1.8 kbp). Subsequently, pAct-D6 with a size of 8.5 kbp was also cut using the same enzyme to eleminate a D6 gene with a size of 1.6 kbp. GP25 gene was then ligated with pAct resulted a pAct-GP25 plasmid with a size of 8.8 kbp. As there was only one restriction site applied, ligation can be occurred in two different directions. Thus, in order to determine the plasmid with the desired direction PCR analysis was carried out, and plasmid with the right direction was the one that sized approximately 2.1 kbp (no. 6, 17 and 20). High level of GFP gene expression was detected in all tissues analyzed, i.e. kidney, gil, spleen, and muscle 24 hours after injection which indicated that β-actin promoter of Japanese medaka could be active in common carp. Although not as high as on 24 hours, expression was still detected until day 7 and disappeared after day 28 post injection indicating that pAct-GFP can be remained and β-actin promoter of Japanese medaka can be active in muscle, gills and kidney at least a week after injection. The result of RT-PCR analysis on pAct-GP25 injected common carp showed that GP25 gene expression can be detected 14 days after injection in all tissues observed. The expression level differences between GFP and GP25 genes possibly related to the primer sensitivity on annealing process to cDNA template and the size of PCR targeted DNA fragment, as smaller PCR targeted product will be easier to be amplified than a bigger one. The length of PCR targeted DNA with GP25 primer was 1.8 kbp whereas GFP gene was 0.6 kbp.The challenge test on common carp results showed that all unvaccinated and negative control (not infected with KHV) was alive until the end of the experiment. Whereas, the survival of fish vaccinated with a dose of 12.5 was ranged from 60.9 and 96.7%. In relation to the activity of β-actin promoter that was used in this DNA vaccine, gene expression was occured 24 hours after vaccination and remained until 2 weeks. The control fish that was not injected by GP25 showed no GP25 expression either in the observed tissues or organs and resulted in a lower survival, i.e. 23.3%. The challenge test results has indicated that the fish vaccinated with GP25 at doses of 7.5 and 12.5 μg/100μL were able to produce KHV glycoprotein in their body which would be
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