CD Tesis

Pengaruh Brand Equity Terhadap Keputusan Dan Kepuasan Pengguna E-Commerce Lazada Di Kota Pekanbaru

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Brand equity is one of the main and strategic assets for most contemporary
business organizations. Brand experience is one such construction that can be
used by marketing managers in building and managing brand equity. Online
service marketing activities are often seen from the achievement of customer
loyalty through the strategy of achieving customer satisfaction. By considering the
right Brand Equity factor, it will foster a sense of satisfaction in the users of ecommerce
services. Providing good services and benefits can meet the
expectations and needs of users, this will affect the level of decisions and
satisfaction felt by users of E-Commerce services.
This study aims to see and know the direct and indirect effects of brand equity on
decisions and satisfaction and satisfaction on lazada e-commerce users. In this
study the population and sample were 175 respondents, using Path Analysis using
the Smart-PLS sampling technique which will be used random sampling technique
in which the researcher determines the sampling by determining specific
characteristics that fit the purpose of the study. so it is expected to answer the
research problem.
The results showed that brand awareness, perceived quality and brand loyalty
had a positive and significant influence on lazada e-commerce purchase
decisions. While the Brand Association does not influence the purchasing
decisions of lazada e-commerce users. In the next test brand awareness, Quality
Perception, Brand Loyalty, a positive and significant effect on purchase
satisfaction. However, brand association has no effect on purchase satisfaction.
Finally in this research, it is known that purchasing decisions have a significant
positive effect on e-commerce user satisfaction in Pekanbaru.
Keywords: Brand Equity, Lazada, E-Commerce, Purchase Decision Satisfaction
Purchasing, Smart-PLS

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 220 (0046)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2020

Deskripsi Fisik

xiv, 148 hlm,; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 220 (0046)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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