Muhammad Daffa Arrazzaq, - (2023) PENGARUH ONLINE BRAND EXPERIENCE TERHADAP BRAND EQUITY: Studi terhadap Pelanggan Lazada pada Followers Akun Instagram @lazada_id di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
This study aims to determine the effect of Online Brand Experience on Brand Equity. The type of research used is descriptive verification, namely by describing and explaining the variables studied and then drawing conclusions. The dependent variable in this study is brand equity (Y), and online brand experience (X) as an independent variable. The population in this study were Lazada customers on @lazada_id Instagram followers. Sampling in this study using simple random sampling method (random sampling) using probability sampling technique of 450 account users. The analysis technique used is Simple Linear Regression analysis with the help of SPSS 29.0 for MacOS computer software. The findings of this study indicate that the description of online brand experience on brand equity is in a fairly good category. Online brand experience has a positive and significant influence on brand equity. Based on the survey results, the authors recommend several things regarding the impact of online brand experience on brand equity. Based on the survey results, the authors recommend several things regarding the impact of online brand experience on brand equity. Online brand experience variables with the lowest dimension: affective and brand equity variables, the lowest dimension: customer loyalty. Therefore, the author has a recommendation that the Lazada company can provide a memorable experience for customers, provide features that can solve problems, and maintain customer loyalty both on and off the network by providing useful services and making it easier for customers to shop.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Girang Razati : 5984831 Dita Amanah : 5976422 |
| Uncontrolled Keywords: | Online brand experience, Brand equity, E-commerce |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | Muhammad Daffa Arrazzaq - |
| Date Deposited: | 10 Oct 2023 07:32 |
| Last Modified: | 10 Oct 2023 07:32 |
| URI: | http://repository.upi.edu/id/eprint/108251 |
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