Brand Analysis of Lazada Online Store Consumers in Padang City
Abstract
Abstract- This study aims to analyze the influence of brand experience and brand trust on brand satisfaction at Consumer Lazada online store in the city of Padang. This study uses a descriptive quantitative approach, and uses purposive sampling to draw data on 100 samples as respondents with survey techniques through google form. To analyze data using path analysis. From the results of the t test and the F test conducted, it was found that brand experience and brand trust partially and simultaneously had a significant effect on brand satisfaction in the Lazada online store consumer store in Padang City.
Keywords
Full Text:
PDFReferences
Carlos Bryan Sidabutar, D. D. (2015). Analisa Pengaruh Brand Experience Terhadap Customer Loyalty Melalui. Jurnal Manajemen Pemasaran Petra , 1 (1), 4.
Ferrinadewi, E. (2008). Merek dan psikologi konsumen. Yogyakarta: Graha Ilmu.
Hatane Semuel, R. S. (2018). Brand Experience, Brand Commitment, Dan Brand. Jurnal Manajemen Pemasaran , 12 (2), 70.
I Gede Putu Pranadata, M. R. (2017). Analisis Pengaruh Brand Experience Terhadap Brand Perceived Value, Brand Satisfaction, Dan Brand Loyalty. Jurnal Bisnis dan Manajemen , 4 (2), 220.
katadata.co.id. (2018, April 18). Lazada, e-Commerce Paling Banyak Pengunjung TW I 2018. Retrieved April 24, 2019, from katadata.co.id: https://databoks.katadata.co.id/datapublish/2018/04/18/lazada-e-commerce-paling-banyak-pengunjung-tw-i-2018
Keller, L. K. (1993). Conceptualizing, Measuring, and Managing Customer-Based. Journal of Marketing , 57 (1), 1-22.
Mohammad Rizan, B. S. (12). Pengaruh Brand Image Dan Brand Trust Terhadap Brand Loyalty Teh Botol Sosro. Jurnal Riset Manajemen Sains Indonesia (JRMSI) , 3 (1), 5.
Petter, P. J. (2009). Consumer Behavior & Marketng Strategy (9 ed.). McGraw-HillIrwin: Irwin.
Reast, J. D. (2005). Brand trust and brand extension acceptance: the relationship. Journal of Product & Brand Management , 14 (1), 4.
Yonaldi, S. (2018). Kewirausahaan Menumbuhkembangkan UMKM di Era Digital. (B. B. Hafrizal Okta Ade Putra, Ed.) Padang, Sumatera Barat, Indonesia: PT. Brain Insight Indonesia [BRIGHT].
DOI: http://dx.doi.org/10.52155/ijpsat.v15.1.1019
Refbacks
- There are currently no refbacks.
Copyright (c) 2019 Sepris Yonaldi, Yuni Candra, Edi Suandi, Mairin Yuli Susinta
This work is licensed under a Creative Commons Attribution 4.0 International License.