Ramdhani, Nanda Dwinanti and Adam, Mochammad Riyadh Rizky and Pasasa, Linus (2016) The Impact of Brand Equity Towards the Brand Preference And Purchase Intention: Case Study of OLX.CO.ID. Bachelor thesis, Swiss German University.

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Abstract

The competition between online industries are getting tougher. Brand equity is an important aspect in a competitive market, which can lead to their brand preference and purchase intention. Tokobagus.com for instance has built their reputation by achieving the “Indonesia Brand Champion Award 2012” in the category “Most Popular Brand Online Shop in the Commercial Segment”. Shockingly in 2014 Tokobagus.com has changed their identity become OLX.co.id, which has been acquired by OLX Inc. a multinational company. The result of the change is not what the company was expecting. This study analyzed regarding trust, perceived quality, and brand loyalty, which result brand equity that the company faces a problem, which relates to their brand preference and purchase intention. Using SPSS version 23 and Structural Equation Method (SEM) in AMOS for data analysis from quantitative research of 120 respondents using non-probability judgment. Result shows that all hypothesis are accepted, and the brand equity which are affected by trust, perceived quality and brand loyalty have a significant affect towards the customers brand preference and purchase intention.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Equity; Brand Loyalty; Brand Preference; OLX.co.id; Perceived Quality; Purchase Intention; Tokobagus.com; Trust
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5548 Electronic commerce H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	03 Nov 2020 14:15
Last Modified:	03 Nov 2020 14:15
URI:	http://repository.sgu.ac.id/id/eprint/1362

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