Sudaryono, Sudaryono and Sitepu, Badikenita and Simatupang, Parhimpunan (2018) The Effect Of Consumer Based Brand Equity Online Market On Intention To Buy And The Decision Making Consumer Case Study On Brand e-Commerce Tokopedia and Bukalapak. Masters thesis, Swiss German University.

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Abstract

Business potential for e-commerce industry has been increasing gradually in Indonesia. Therefore, Tokopedia and Bukapalak as a top five e-commerce has to utilise the opportunity to compete and be a market leader. Under intense competition from other brand (local and international), Tokopedia and Bukalapak will be studied. This research aims to analyse the impact of consumer based brand equity toward intention to buy and decision making consumer. Numerous variables are utilised to measure consumer based brand equity. Quantitative research was conducted in this research using questionnaire distributed to 400 respondents (200 respondents are Tokopedia’s consumer and 200 respondents are Bukalapak’s consumer). Results were gathered and analysed using SPSS as primary data. The study indicates that there is significant impact between consumer based brand equity (CBBE) toward intention to buy. And there is significant impact between intention to buy toward decision making consumer. Furthermore, there is also different result between impact brand loyalty toward intention to buy at Tokopedia’s consumer and Bukalapak’s consumer. E-commerce company or brand must apply all dimension of CBBE such as brand awarness, perceived quality and brand loyalty in order to improve cosumer’s intention to buy and consumer’s making decision to purchase.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Consumer Based Brand Equity; Brand Awareness; Brand Image; Perceived Quality; Brand Loyalty
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel 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:	Astuti Kusumaningrum
Date Deposited:	05 Jun 2020 15:00
Last Modified:	05 Jun 2020 15:00
URI:	http://repository.sgu.ac.id/id/eprint/764

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