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.
|
Text
18.D3.0001-GIOVANO MELVERNUS HENDRAWAN-COVER_a.pdf Download (1MB) | Preview |
|
|
Text
18.D3.0001-GIOVANO MELVERNUS HENDRAWAN-BAB I_a.pdf Download (324kB) | Preview |
|
![[img]](https://repository.unika.ac.id/style/images/fileicons/text.png) |
Text
18.D3.0001-GIOVANO MELVERNUS HENDRAWAN-BAB II_a.pdf Restricted to Registered users only Download (305kB) |
|
|
Text
18.D3.0001-GIOVANO MELVERNUS HENDRAWAN-BAB III_a.pdf Download (1MB) | Preview |
|
|
Text
18.D3.0001-GIOVANO MELVERNUS HENDRAWAN-BAB IV_a.pdf Download (1MB) | Preview |
|
|
Text
18.D3.0001-GIOVANO MELVERNUS HENDRAWAN-BAB V_a.pdf Download (222kB) | Preview |
|
|
Text
18.D3.0001-GIOVANO MELVERNUS HENDRAWAN-DAPUS_a.pdf Download (318kB) | Preview |
|
|
Text
18.D3.0001-GIOVANO MELVERNUS HENDRAWAN-LAMP_a.pdf Download (392kB) | Preview |
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 |
Actions (login required)
 |
View Item |
