Customer Base Brand Equity Approach and Consumer Loyalty of Purchasing Decisions on Online Shopping in Indonesia

11Dinda Kayani Putri Bestari, 2Gusni, 3Dervish Agustriyana, 4DJ Anderson Butarbutar

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Abstract:

In the digitalization era, the Indonesian people were very fond of the type of online shopping and this was seen as an opportunity for e-commerce companies. Data on the number of visitors for each e-commerce website has increased, but this has not been offset by increased revenue. Some e-commerce companies have the highest ranking on the number of visitors, but the revenue earned does not reflect that position. This indicates that there is a mismatch between the number of website visitors and the revenue earned by each company. Is the increasing number of visitors an effect of good customer base brand equity, why this does not have an impact on the addition of reports in each company, and how the influence of customer base brand equity and customer loyalty towards purchasing decisions in online shopping, various questions above can be answered through this research. The survey was conducted on 100 respondents who were consumers of Lazada e-commerce in parts of West Java and DKI Jakarta, namely the cities of Bandung, Bogor, Depok, Tangerang, Bekasi, Garut, Tasikmalaya and Sumedang. The survey results were obtained using Partial Least Square (PLS-SEM), with a type of construct with a reflexive indicator. Base on analysis, the findings is(1) Customer based brand equity has a positive and significant effect on online purchases, especially for Lazada. (2) Consumer loyalty consist of: cognitive loyalty, affective loyalty, connective loyalty and action loyalty has a negative effect on purchase decision but has a significant influence on the formation of purchase decisions on online purchase.

Keywords:

Partial least square, CBBE, Customer loyalty, E-Commerce, Purchase decision

Paper Details
Month2
Year2020
Volume24
IssueIssue 2
Pages2946-2956