International Journal of Social and Management Studies (IJOSMAS)
Vol. 3 No. 2 (2022): April 2022

E-Commerce Site of SMEs Customer Satisfaction: How the Role of Brand Leadership?

Francisca Sestri Goestjahjanti (Sekolah Tinggi Ilmu Ekonomi Insan Pembangunan)
Tatang Iman Sadewo (Sekolah Tinggi Ilmu Ekonomi Insan Pembangunan)
Srinita (Universitas Syiah Kuala)
Admiral (Sekolah Tinggi Ilmu Ekonomi Insan Pembangunan)
Rachma Nadhila Sudiyono (Sekolah Tinggi Ilmu Ekonomi Insan Pembangunan)
Betharia Efriani (Sekolah Tinggi Ilmu Ekonomi Insan Pembangunan)

Article Info

Publish Date
09 Feb 2022


This study aims to investigate the effect of brand leadership (consisting of the dimensions of quality, value, innovation, and popularity) perceived by consumers of an e-commerce website on customer satisfaction among private college students. The sample of this research was taken from 171 private college students using a simple random sampling technique and using SEM (Structural Equation Model) with SmartPLS software version 3.0 as a statistical tool. The results of this study indicate that all dimensions of brand leadership have a positive and significant effect on customer satisfaction. The quality dimension has the most influence to drive customer satisfaction on e-commerce sites. Then followed by the dimensions of value, innovation, and popularity. The study notes that consumers have logical opinions on leading brands even when they are not yet popular. Online reviews and word-of-mouth reviews can be used to increase brand popularity based on the best product quality.

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International Journal of Social and Management Studies (IJOSMAS) is a peer-reviewed bimonthly journal that publishes empirical, conceptual and review papers of exceptional quality that contribute to enrich business administration thinking .The objective of the Journal is to disseminate knowledge, ...