Membangun Ekuitas Merek Berbasis Konsumen Melalui Kepribadian Merek Di E-Commerce
Kabul Trifiyanto, Wahyuni Windasari, Tuti Zakiyah
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
Keywords
Cognitive factors, Marketing factors, brand personality, brand equity
DOI:
https://doi.org/10.29259/jmbt.v18i2.14115
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Jembatan : Jurnal Ilmiah Manajemen Jalan Raya Palembang-Prabumulih Km. 32 Jurusan Manajemen, Fakultas Ekonomi Universitas Sriwijaya Indralaya, Sumatera Selatan, Indonesia Email: jembatan@unsri.ac.id , Tel/Fax : (0711)580231
p-ISSN: 0216-6836 e-ISSN: 2685-838X
Jurnal Ilmiah Manajemen
oleh Jembatan disebarluaskan di bawah Lisensi Creative Commons Atribusi-NonKomersial-BerbagiSerupa 4.0 Internasional
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