PENGARUH FAKTOR TRANSAKSI TERHADAP KEPERCAYAAN MEREK DAN LOYALITAS MEREK SECARA ONLINE
Total View This Week0
Total View This Week0
Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
ASRI, SUMYWI RINNUKTI
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-05-16 07:47:06
Abstract :
This study is aimed to determine the influence of transactional factors toward online brand trust and online brand loyalty. Online transaction?s factors consist of Information Quality, Perceptions of Risk, Reference from mouth to mouth, Online Shopping Experience and Sites Reputation. This research is a survey research using questionnaires by Likert scale to measure all the constructs. Questionnaires speeded to students in as many as 14 campus locations in Surabaya. Data calculation for proving the hypothesis is Structural Equation Model. Questionnaires were distributed to 120 people and there are 5 people who do not qualify and excluded out from data so there left only 115 persons. This study?s results showed that the quality of information has significant impact toward online brand trust by 0.301 (p = 0.005); Perceptions of Risk has a direct and significant impact toward online brand trust by 0.472 (p = 0.003), and Online Brand Trust has direct and significant impact toward Online Brand Loyalty of 0.430 (p = 0.000). Keywords: online transaction?s factors, brand trust, brand loyalty, online.
This study is aimed to determine the influence of transactional factors toward online brand trust and online brand loyalty. Online transaction?s factors consist of Information Quality, Perceptions of Risk, Reference from mouth to mouth, Online Shopping Experience and Sites Reputation. This research is a survey research using questionnaires by Likert scale to measure all the constructs. Questionnaires speeded to students in as many as 14 campus locations in Surabaya. Data calculation for proving the hypothesis is Structural Equation Model. Questionnaires were distributed to 120 people and there are 5 people who do not qualify and excluded out from data so there left only 115 persons. This study?s results showed that the quality of information has significant impact toward online brand trust by 0.301 (p = 0.005); Perceptions of Risk has a direct and significant impact toward online brand trust by 0.472 (p = 0.003), and Online Brand Trust has direct and significant impact toward Online Brand Loyalty of 0.430 (p = 0.000). Keywords: online transaction?s factors, brand trust, brand loyalty, online.
Download
book
BibTex
Latex, Jabref
cloud_download
Original Resource
url resource Institution
