Journal of Business Management Education (JBME)
Vol 8, No 2 (2023)

Brand Credibility and Customer-Based Brand Equity in Mobile Health Applications

Puspo Dewi Dirgantari (Universitas Pendidikan Indonesia)
Masharyono Masharyono (Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia, Indonesia)
Yusuf Murtadlo Hidayat (Universitas Pendidikan Indonesia)

Article Info

Publish Date
10 Oct 2023

Abstract

By comparing brand credibility (BC) and customer-based brand equity (CBBE), this study aims to establish a strong brand for health mobile applications in Indonesia. In-depth and extensive literature searches were used to perform the study, along with the distribution of questionnaires. 200 persons made up the samples that were collected. The technique is convenience-based (convenience sampling) and uses a Likert scale. To assess the data, structural equation modeling was employed. The findings indicate that brand power is fairly high among Indonesian consumers of health mobile applications. The BC variable influences CBBE. The greatest factor in the creation of CBBE is the Brand Performance component.

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Journal Info
Journal of Business Management Education (JBME)
Website

Abbrev

JBME

Publisher

Universitas Pendidikan Indonesia

Subject

Economics, Econometrics & Finance Education

Description

Journal of Business Management Education (JBME) with the registered number e-issn 2715-3037 and p-issn 2715-3045 is an online journal of undergraduate student in Pendidikan Bisnis, Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia. Publishing every three times a year in May, ...