A MODEL TO ANALYZE THE EFFECTS OF BRAND EQUITY AND BRAND TRUST ON REPURCHASE INTENTION IN E-COMMERCE - Dalam bentuk pengganti sidang - Artikel Jurnal

DYFAN YOLANDA LAZUARDI SUBEKTI

Informasi Umum

Kode

25.05.922

Klasifikasi

658.872 - Telemarketing, Direct marketing, Direct-mail marketing, Direct selling, Multilevel marketing, Pyramid marketing, Television selling, Catalog, Online, Telephone-order marketing

Jenis

Karya Ilmiah - Thesis (S2) - Reference

Subjek

Digital Marketing

Dilihat

234 kali

Informasi Lainnya

Abstraksi

<p>In the era of digital transformation, brand equity has become a critical factor influencing consumer behavior on e-commerce platforms. This study investigates the effect of brand awareness, brand image, perceived quality, and brand trust on repurchase intention, with brand loyalty and customer satisfaction as mediating variables. Data were collected from 550 Tokopedia users who had made at least two purchases in the past month, and analyzed using Structural Equation Modeling with SmartPLS 4. The model demonstrates strong explanatory power, with R² values of 15.1% for brand loyalty, 12.6% for customer satisfaction, and 44.5% for repurchase intention. The findings highlight the pivotal role of customer satisfaction as the most influential predictor of repeated purchase behavior, followed by brand loyalty. These mediating variables serve as essential pathways through which brand equity translates into long term consumer engagement. The study emphasizes the need for e-commerce businesses to go beyond brand recognition by fostering trust, delivering consistent quality, and enhancing customer experience. Future research is encouraged to examine additional factors such as user experience, perceived value, and digital engagement to deepen the understanding of repurchase behavior in online retail environments.</p>