Konsekuensi dari Brand Association dan Brand Awareness dalam Aplikasi E-Commerce
DOI:
https://doi.org/10.31004/jptam.v7i2.6932Keywords:
Brand Association, Brand Awareness, Customer LoyaltyAbstract
Tujuan dari penelitian ini adalah untuk memperoleh bukti empiris yang terkait pengaruh Brand Association dan Brand Awareness terhadap Customer Loyalty dan Willing to Pay dan untuk menganalisis pengaruh positif Brand Association terhadap Customer Loyalty. Teknik pengambilan sampel dalam penelitian ini menggunakan “purposive sampling” dengan kriteria responden adalah individu yang merupakan pengguna e-commerce. Dalam penelitian ini menggunakan data primer yang diperoleh melalui kuesioner yang dibuat menggunakan Google Form dan didistribusikan kepada 202 responden. Data yang diperoleh di olah dengan menggunakan metode analisis SEM. Hasil dari penelitain ini menunjukkan bahwa terdapat pengaruh positif dari brand association terhadap customer loyalty, dari brand awareness terhadap customer loyalty, dan dari brand association terhadap willing to pay.
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