Purnama, Indra (2019) Analisis Pengaruh Merek Terhadap Harapan Pelanggan Ketika Transaksi Secara Daring Menggunakan Structural Equation Modelling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Merek merupakan gambaran umum dari barang yang dijual. Customer-brand relationship digunakan oleh perusahaan untuk melakukan analisis hubungan pelanggan dengan merek yang ditawarkan.
Permasalahan: Masyarakat Indonesia memiliki perilaku konsumtif terhadap barang bermerek. Merek merupakan salah satu pertimbangan konsumen untuk melakukan pembelian pada transaksi secara daring.
Tujuan: Nilai merek yang dirasakan pelanggan menjadi hal yang akan diidentifikasi dalam meningkatkan harapan konsumen. Serta memberikan rekomendasi kepada pihak perusahaan e-commerece maupun produsen barang bermerek.
Metode: Data yang digunakan adalah data primer menggunakan kuisioner yang ditujukan kepada pelanggan e-commerce yang membeli barang bermerek. Kemudian dilakukan uji validitas dan reliabilitas. Metode yang digunakam adalah Structural Equation Modelling (SEM) menggunakan salah satu jenis model yaitu Confirmatory Factor Analysis (CFA). Model dan hipotesa dari sumber referensi akan dibuktikan dengan hasil penelitian ini.
Manfaat yang dituju: Penelitian ini ditujukan kepada pelaku bisnis transaksi daring khusunya perusahaan e-commerce maupun produsen barang bermerek agar mengetahui yang diinginkan pelanggan dari sebuah merek sehingga memunculkan harapan positif pelanggan.
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Context: A brand is a general description of the goods sold. Customer-brand relationships are used by companies to analyze customer relationships with the brands offered.
Problem: Indonesian people have consumptive behavior towards branded goods. Brand is one of the considerations of consumers to make purchases on transactions online.
Purpose: The brand value perceived by customers becomes something that will be identified in increasing consumer expectations. As well as providing recommendations to e-commerce companies and manufacturers of branded goods.
Method: The data used are primary data using questionnaires aimed at e-commerce customers who buy branded goods. Then test the validity and reliability. The method used is Structural Equation Modeling (SEM) using one type of model, namely Confirmatory Factor Analysis (CFA). The model and hypothesis of the reference source will be proven by the results of this study.
Benefit: This research is aimed at online transaction business people especially e-commerce companies and branded goods producers in order to find out what customers want from a brand, which raises positive customer expectations.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSSI 658.403 4 Pur a-1 2019 |
| Uncontrolled Keywords: | Consumer Hope, Brand Value, E-commerce, Structural Equation Modelling |
| Subjects: | H Social Sciences > HA Statistics H Social Sciences > HF Commerce T Technology > T Technology (General) |
| Divisions: | Faculty of Information and Communication Technology > Information Systems > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Indra Purnama |
| Date Deposited: | 06 Jun 2024 02:18 |
| Last Modified: | 06 Jun 2024 02:18 |
| URI: | http://repository.its.ac.id/id/eprint/64526 |
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