Pengaruh Online Brand Attributes Pada Online Corporate Brand Image: Studi Pada Fashion Online Shop Indonesia
ARUM, LALITYA (pembimbing: Basu Swastha Dharmmesta, Prof., Dr., M.B.A.), Basu Swastha Dharmmesta, Prof., Dr., M.B.A.
Penelitian ini bertujuan menguji pengaruh brand attributes-yang meliputi kemudahan dalam penggunaan (ease of use), keamanan (security), personalisasi (personalisation), layanan konsumen (customer care), dan reliabilitas (reliability) pada corporate brand image perusahaan Indonesia yang bergerak di bidang fashion dan memasarkan produknya secara online.
Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei di mana data dikumpulkan dengan menggunakan kuesioner. Responden penelitian ini adalah orang-orang yang berdomisili di Yogyakarta dan pernah melakukan online shopping pada fashion online shop di Indonesia, sebanyak sedikitnya satu kali.
Dengan menggunakan multiple regression analysis, diperoleh hasil bahwa online brand attributes yang memiliki pengaruh langsung yang bersifat positif pada online corporate brand image adalah ease of use, security, personalisation, dan reliability. Sedangkan variabel customer care tidak berpengaruh pada online corporate brand image.
This study aims to examine the effect of brand attributes-which are ease of use, security, personalisation, customer care, and reliability-of Indonesian companies corporate brand image in the fashion industry and online context.
This study was conducted using quantitative approach with survey method and data was collected using questionnaire. Respondents of this study are those who lives in Yogyakarta and had experienced in online shopping, at least once.
Using multiple regression analysis, the findings show that online brand attributes such as ease uf use, security, personalisation, and reliability positively affects the online corporate brand image. While customer care does not affect the online corporate brand image
Kata Kunci : online brand attributes, ease of use, security, personalisation, customer care, reliability, online corporate brand image, fashion online shop, atribut merek online, kemudahan dalam penggunaan, keamanan, personalisasi, layanan konsumen, reliabilitas, citr
