Dewi, Intan Permata (2017) PENGARUH KOMUNIKASI PEMASARAN ONLINE TERHADAP EKUITAS MEREK BERBASIS PELANGGAN : survei pada konsumen E-commerce HijUp.com di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Dibawah bimbingan Prof. Dr. Hj. Ratih Hurriyati, MP. dan Lisnawati, S.Pd MM. Banyaknya e-commerce yang mulai didirikan menjadi pertimbangan bagi setiap konsumen untuk menentukan dimana mereka akan berbelanja secara online. Agar dapat mengurangi potensi pelanggan untuk memilih e-commerce lain, perusahaan e-commerce perlu untuk meningkatkan ekuitas merek berbasis pelanggan. Solusi yang dapat dilakukan oleh perusahaan e-commerce di Indonesia agar dapat meningkatkan ekuitas merek berbasis pelanggannya dengan meningkatkan komunikasi pemasaran online. Penelitian ini bertujuan untuk memperoleh (1) gambaran komunikasi pemasaran online, (2) gambaran ekuitas merek berbasis pelanggan, (3) pengaruh komunikasi pemasaran online terhadap ekuitas merek berbasis pelanggan. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Metode yang digunakan adalah explanatory survey dengan teknik sampel Tabachnick and Fidell sebanyak 200 responden. Teknik analisis data yang digunakan adalah structural equation modeling (SEM) dengan alat bantu program AMOS 22.0 for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran komunikasi pemasaran online dalam kategori baik, gambaran ekuitas merek berbasis pelanggan dalam kategori baik, variabel omunikasi pemasaran online yang memiliki pengaruh tertinggi terhadap ekuitas merek berbasis pelanggan adalah dimensi social media, sedangkan variabel yang memiliki pengaruh terendah adalah online and video ads, dan ekuitas merek berbasis pelanggan dipengaruhi oleh komunikasi pemasaran online. Berdasarkan hasil penelitian ini, disarankan dalam komunikasi pemasaran online perusahaan untuk meningkatkan online and video ads guna meningkatkan ekuitas merek berbasis pelanggan. Sehingga diharapkan komunikasi pemasaran online dapat diperhatikan lebih lanjut oleh perusahaan di industri e-commerce dalam meningkatkan ekuitas merek berbasis pelanggan pada perusahaan.;--- There much e-commerce that began to be established make conconsideration of consumer to determine where they will making online purcase. In order to reduce the potential customers to choose other e-commerce, e-commerce companies need to increase customer based brand equity. The solutions that can be done by e-commerce companies in Indonesia in order to increase customer based brand equity by improving online marketing communications. This study aims to obtain (1) an overview of online marketing communications, (2) an overview of customer based brad equity, and (3) the influence of online marketing communication to customer based brand equity. The type of research used is descriptive and verifikatif. The method used is explanatory survey with sample technique of Tabachnick and Fidell counted 200 respondents. Data analysis technique used is sturctural equations models (SEM) with program AMOS 22.0 for Windows. The findings of this study indicate that the description of online mareketing communications in both categories, customer based brand equitty ilustration in both categories, online marketing communications variables that have the highest influence on customer based brand equity is the social media dimension, while the lowest affecting variables are online and video ads and customer bsed brand equity influenced by online marketing communicatios. Based on the result of this study it is suggested in the company’s online marketing communications to improve online and video ads in other to improve customer based brand equity so it is expected that online marketing communications can be considered further by companies in the e-commerce industry in improving customer based brand equity in the company.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil: S MBS DEW p-2017; Pembimbing: I. Ratih Hurriyati, II. Lisnawati; NIM: 1300524. |
| Uncontrolled Keywords: | e-commerce, e-ritel, komunikasi pemasaran online, ekuitas merek berbasis pelanggan, e-commerce, e-ritel, online marketing communication, customer based brand equity |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HJ Public Finance |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | DAM staf |
| Date Deposited: | 30 Nov 2018 02:42 |
| Last Modified: | 30 Nov 2018 02:42 |
| URI: | http://repository.upi.edu/id/eprint/32217 |
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