THE INFLUENCE OF BRAND IMAGE TOWARD ELOYALTY WITH E-SATISFACTION AND TRUST AS THE MEDIATING VARIABLE: AN EMPIRICAL STUDY ON TOKOPEDIA

HENDRAWAN, GIOVANO MELVERNUS (2021) THE INFLUENCE OF BRAND IMAGE TOWARD ELOYALTY WITH E-SATISFACTION AND TRUST AS THE MEDIATING VARIABLE: AN EMPIRICAL STUDY ON TOKOPEDIA. Masters thesis, Universitas Katholik Soegijapranata Semarang.

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Abstract

In this decade, the number of sellers and buyers is skyrocketing, therefore the presence of a marketplace is necessary to mediate buyers and sellers. There is fierce competition among e-marketplace in order to captivate market share and somehow it is too costly, thus, build e-loyalty is the key. Brand Image, e-Satisfaction, and Trust were allegedly involved in build e-loyalty. Moreover, e-Satisfaction and Trust also allegedly mediate between Brand Image and e-loyalty. Tokopedia as one of the biggest e-marketplace in Indonesia become a research subject, where the sample was taken from 114 respondents from Y and Z Generation who shop throughout Tokopedia twice within two months. The result shows that brand image significantly and positively affects eloyalty. E-Satisfaction also affects e-loyalty significantly and positively. However, Trust even though has a positive effect, does not significantly affect e-loyalty. The tendency of technology dependency and data breach issue have a role to shape. In terms of mediating effect, e-satisfaction partially mediate between brand image and e-loyalty, where trust does not.

Item Type: Thesis (Masters)
Subjects: 600 Technology (Applied sciences) > 650 Management > 658 Management > Consumer Satisfication
Divisions: Graduate Program in Management
Depositing User: mr AM. Pudja Adjie Sudoso
Date Deposited: 28 Sep 2021 02:34
Last Modified: 28 Sep 2021 02:34
URI: http://repository.unika.ac.id/id/eprint/26706

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