Pengaruh store brand equity terhadap behavioral intention

DETAIL KOLEKSI

Pengaruh store brand equity terhadap behavioral intention

2.0

Oleh : Siti Delila Faza

Info Katalog

Nomor Panggil : 2017_TA_MJ_022131089

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Willy Arafah

Subyek : Service quality;Marketing management

Kata Kunci : loyalty, awareness, service quality, product quality, store brand equity, behavioral intention

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2017_TA_MJ_022131089_Halaman-judul.pdf	20
2.	2017_TA_MJ_022131089_Bab-1.pdf
3.	2017_TA_MJ_022131089_Bab-2.pdf
4.	2017_TA_MJ_022131089_Bab-3.pdf
5.	2017_TA_MJ_022131089_Bab-4.pdf
6.	2017_TA_MJ_022131089_Bab-5.pdf
7.	2017_TA_MJ_022131089_Daftar-pustaka.pdf	6
8.	2017_TA_MJ_022131089_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji pengaruh dari Loyalty, Awareness, ServiceQuality, Product Quality, Perceived value sebagai dimensi Store Brand Equity untukmenganalisa Behavioral Intention pada pelanggan E-Commerce. Variabel yangdigunakan antara lain Loyalty, Awareness, Service Quality, Product Quality,Perceived value, Store Brand Equity, dan Behavioral Intention. Data penelitian inidiperoleh dengan menyebarkan kuisioner kepada 202 responden konsumen yangpernah berbelanja online di situs E-Commerce minimal dua kali dalam waktu enambulan terakhir. Teknik pengambilan sampel yang digunakan adalah purposivesampling. Alat analisis yang digunakan dalam penelitian ini adalah StructuralEquation Model (SEM) dengan bantuan software AMOS. Hasil pengujian hipotesismenunjukkan bahwa Loyalty, Awareness, Product Quality, dan Perceived valueberpengaruh positif terhadap Store Brand Equity dan Store brand equity berpengaruhpositif terhadap Behavioral Intention. Sedangkan untuk variabel Service Qualitytidak berpengaruh atau berpengaruh negatif terhadap Store Brand Equity. Penelitianini mendapatkan implikasi bagi perusahaan berbasis E-Commerce untuk dapatmeningkatkan Behavioral Intention konsumen dengan cara memperkuat nilai ekuitas merek toko mereka yaitu dapat dilakukan dengan memperhatikan variabel-variabel seperti Loyalty, Awareness, Product quality, dan Perceived Value.

T This research aims to analyze the relationship of Loyalty, Awareness, ServiceQuality, Product Quality, Perceived value as the multidimensionality of Store BrandEquity on Behavioral Intention of E-commerce customer. This research dataobtained by spreading the questionnaire to 202 respondents consumer ever shoppingonline at least twice at E-commerce website in the past six months. The technique ofsampling used purposive sampling. The analysis tool used in this research is usingStructural Equation Model (SEM) with the help of AMOS software. The result ofhypothesis testing shows that Loyalty, Awareness, Product Quality, and PerceivedValue has positive influence to Store Brand Equity and Store brand equity havepositive effect on Behavioral Intention. While for Service Quality variable has noeffect or negatively influence to Store Brand Equity. This research gets implicationfor E-Commerce based company to be able to increase Behavioral Intentionconsumer by strengthening their store brand equity value that can be done byconsidering variables like Loyalty, Awareness, Product quality, and Perceived Value