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All Journal JURNAL ILMIAH MANAJEMEN BISNIS DAN TERAPAN Jurnal Ilmiah Akuntansi dan Keuangan Indonesian Journal of Accounting and Governance
Tuti Zakiyah
STIE Putra Bangsa
Humanities Economics, Econometrics & Finance Environmental Science

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Journal : JURNAL ILMIAH MANAJEMEN BISNIS DAN TERAPAN

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Membangun Ekuitas Merek Berbasis Konsumen Melalui Kepribadian Merek Di E-Commerce Kabul Trifiyanto; Wahyuni Windasari; Tuti Zakiyah
JEMBATAN Vol 18, No 2 (2021)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbt.v18i2.14115

Abstract

Brand is the reason that consumers consider important in choosing a product or service. Building brand equity is a strategic step that is able to provide competitive value for e-commerce companies in the midst of intense competition. This study assesses the impact of the CBBE antecedent instrument of cognitive factors (internal consumers) and marketing (external) factors on the formation of brand equity through brand personality in e-commerce companies. The study was conducted with a quantitative approach by distributing questionnaires as many as 153 respondents who are active users and have frequently made purchases through e-commerce in Indonesia which are then processed using SPSS 25. The results of the study indicate that cognitive antecedents have a positive effect on brand personality and brand equity. Marketing antecedents in e-commerce companies in Indonesia have no effect on brand equity but have an influence on brand personality. Brand personality is proven to be able to partially mediate cognitive factors and fully mediate marketing factors on brand equity. This research provides the latest contribution to the development of a digital industry strategy to build brand equity in e-commerce companies
Co-Authors Kabul Trifiyanto Windasari, Wahyuni