The Effect of behavioral loyalty on brand equity in E-Commerce and On-line consumer shopping

RIFA'I, Basu Swastha Dharmmesta, Prof.Dr.,MBA

2006 | Tesis | Magister Manajemen

The purpose of this research is to determine the level of brand equity and cutomer loyalty in e-commerce and online consumer shopping industry. The research also analyze wether there is a significant effect of customer loyalty on brand equity in e-commerce and online consumer shopping industry. The hypothesis of this research is that there is a significant effect of customer loyalty on brand equity in e-commerce and online consumer shopping industry The method to collect data was by closed direct questionnaire. The questionnaire was given to respondents who used Internet to do transaction of shopping, especially in Internet Kiosk (Warnet) or at home. The number of sample was 200 and the response rate was 83% (166 respondents completed the questionnaire). The sampling method applied was purposive sampling. The data analysis used regression method. The findings of this research indicated that The Internet had been used widely in Yogyakarta City. Its users were mostly students (graduates of senior high school and college) who also used Internet as a means to buy products and services. From this finding, the Internet isn’t just used to browse, to chat and to download and upload documents. The positive and significant effect of customer loyalty on brand equity means that the increase of customer loyalty will increase brand equity. It also means that loyalty is a base and core of brand equity. The prior purchase and use experience can be important in supporting brand equity

Kata Kunci : Brand Equity,Behavioral Loyalty,Online Consumer Shopping