Anteseden dan konsekuensi dari online consumer brand engagement

Olivia, Nancy (2019) Anteseden dan konsekuensi dari online consumer brand engagement. Masters thesis, Universitas Pelita Harapan.

	Text (Title) title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (147kB)
	Text (Abstract) abstract.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (10kB)
	Text (ToC) toc.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (114kB)
	Text (Chapter 1) chapter 1.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (29kB)
	Text (Chapter 2) chapter 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (53kB)
	Text (Chapter 3) chapter 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (204kB)
	Text (Chapter 4) chapter 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (300kB)
	Text (Chapter 5) chapter 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (17kB)
Preview	Text (Bibliography) bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (183kB) | Preview
	Text (Appendices) appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (208kB)

Abstract

Technological developments have caused shifts in consumer behavior from shopping offline to online, including fashion sector. This trend has made fashion e-commerce becomes increasingly popular including in Indonesia. The heavy competition, followed by decreasing consumption for fashion products have caused problems for fashion ecommerce.Online consumer brand engagement is a concept that can help brand to win the competition by building stronger relationships with customer. Therefore, further research is needed to learn about the antecedents and consequence of online consumer brand engagement in the fashion e-commerce section. The research conducted is quantitative research, the primary datas are collected using questionnaires with Likert 7 scale. Datas were collected from 160 respondents that have shopped from fashion ecommerce within 6 months. The datas were treated using PLS-SEM approach with SmartPLS(v.3.2.8).The instrument was tested for validity, reliability, structural model test, and hypothesis testing. The results showed that online brand experience, self-brand image congruency, and brand commitment had a significant positive influence to online consumer brand engagement. Meanwhile, brand involvement does not have a significant influence on online consumer brands engagement. Positive electronic word of mouth is proven to be the consequence of online consumer brand engagement that has a positive significant relationship. / Perkembangan teknologi menyebabkan perubahan pola konsumsi belanja masyarakat dari kebiasaan belanja offline menjadi online termasuk dalam sektor fashion. Hal ini mendorong berkembangnya fashion e-commerce termasuk di Indonesia. Persaingan yang semakin ketat diikuti dengan menurunnya pengeluaran masyarakat untuk produk pakaian membuat fashion e-commerce menghadapi tantangan dalam bersaing. Online consumer brand engagement adalah salah satu cara yang dapat dilakukan untuk unggul dalam persaingan dengan membangun hubungan brand dengan customer yang lebih kuat. Oleh karena itu dibutuhkan penelitian lebih lanjut untuk mengetahui anteseden dan konsekuensi online consumer brand engagement di bidang fashion e-commerce. Penelitian yang dilakukan merupakan penelitian kuantitatif menggunakan kuesioner dengan skala Likert 7. Jumlah responden yang digunakan adalah 160 responden. Data diolah dengan pendekatan PLS-SEM menggunakan SmartPLS(v.3.2.8). Fokus responden adalah konsumen yang melakukan pembelanjaan dalam 6 bulan terakhir dan mengikuti akun Instagram brand. Instrumen penelitian akan diuji validitas, reliabilitas, pengujian model struktural, serta pengujian hipotesis. Hasil penelitian menunjukkan bahwa online brand experience, self-brand image congruency, dan brand commitment mempunyai pengaruh positif yang signifikan pada online consumer brand engagement. Sementara itu, brand involvement tidak mempunyai pengaruh yang signifikan terhadap online consumer brand engagement. Positive electronic word of mouth merupakan konsekuensi dari online consumer brand engagement yang mempunyai hubungan positif yang signifikan.

Actions (login required)

View Item