Analyzing personalization effect as a purchase intention effect catalyst through exploring the mediating roles of consumer brand identification and consumer brand engagement. A case on Shopee Indonesia.

Jessica, Jessica (2022) Analyzing personalization effect as a purchase intention effect catalyst through exploring the mediating roles of consumer brand identification and consumer brand engagement. A case on Shopee Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Indonesia’s e-commerce market has been the largest in Southeast Asia, resulted by digitalisation disruption. To navigate the shift, businesses evaluate how digital disruption influences customer behaviour. Otherwise, consumers are likely to quit businesses that do not match their expectations. Thus, it is crucial for businesses to offer personalized experiences that recognize brand identification and brand engagement, generate continuous desire in building brand relationship, and achieve brand loyalty that affect purchase intention. The research aims to fill in how personalization can result in achieving purchase intention with mediating perspectives of consumer brand identification and consumer brand engagement and followed up with influencing factors of brand relationship, and brand loyalty. Data for this research was acquired using online survey questionnaires issued to 217 respondents based in Indonesia, particularly Sumatera and Jawa islands between the ages of 18 to 50 years old, which have the highest concentration of Shopee purchasers and employed the Structural Equation Modelling analysis to assess the relationship between variables. Result depicts that personalization positively affects brand engagement but not brand identification, brand engagement has positive effect on brand identification and brand relationship that too, positively affects brand loyalty and purchase intention. Brand relationship and loyalty result in positive effect on purchase intention, but not brand identification that leads to negative effect on brand relationship, also partial mediation from brand engagement and brand identification towards personalization and brand relationship. In overall outlook, Shopee Indonesia has always been maintaining excellent performance through personalization effort./Pasar e-commerce Indonesia menjadi yang terbesar di Asia Tenggara, akibat disrupsi digitalisasi. Untuk menavigasi perubahan ini, bisnis hendak mengevaluasi bagaimana gangguan digital memengaruhi perilaku pelanggan. Jika tidak, konsumen cenderung berhenti dari bisnis yang tidak sesuai dengan harapan mereka. Dengan demikian, sangat penting bagi bisnis untuk menawarkan pengalaman yang dipersonalisasi yang mengenali identifikasi merek dan keterlibatan merek, menghasilkan keinginan berkelanjutan dalam membangun hubungan merek, dan mencapai loyalitas merek yang memengaruhi niat pembelian. Penelitian ini bertujuan untuk mengisi bagaimana personalisasi dapat menghasilkan pencapaian niat beli dengan memediasi perspektif identifikasi merek konsumen dan keterlibatan merek konsumen dan ditindaklanjuti dengan faktor- faktor yang mempengaruhi hubungan merek, dan loyalitas merek. Data untuk penelitian ini diperoleh dengan menggunakan kuesioner survei online yang diberikan kepada 217 responden yang berbasis di Indonesia, khususnya pulau Sumatera dan Jawa antara usia 18 hingga 50 tahun, yang memiliki konsentrasi pembeli Shopee tertinggi dan menggunakan analisis Structural Equation Modeling untuk menilai hubungan antar variabel. Hasil penelitian menunjukkan bahwa personalisasi berpengaruh positif terhadap keterlibatan merek tetapi tidak pada identifikasi merek, keterlibatan merek berpengaruh positif terhadap identifikasi merek dan hubungan merek yang juga berpengaruh positif terhadap loyalitas merek dan niat beli. Hubungan merek dan loyalitas berpengaruh positif terhadap niat beli, tetapi bukan identifikasi merek yang berpengaruh negatif terhadap hubungan merek, juga mediasi parsial dari keterlibatan merek dan identifikasi merek terhadap personalisasi dan hubungan merek. Secara keseluruhan, Shopee Indonesia selalu mempertahankan kinerja yang sangat baik melalui upaya personalisasi.

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