Effect of Customer-Based Brand Equity on Customer Satisfaction in Shopee Indonesia


Authors : Muhammad Sedky; Vinnoya Apcaresta Alika; Prasetyo Aldiansyah

Volume/Issue : Volume 5 - 2020, Issue 6 - June

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/38AzuWV

Shopee is e-commerce in Indonesia. Shopee currently occupies the first position as the most visited e-commerce and gets the highest reviews for the online market category on the App Store and Playstore in Indonesia. This study aims to decide the influence of brand equity on customer satisfaction at Shopee Indonesia. This study uses analytic research, conducted to find an explanation why a symptom occurs that proves the relationship is influenced by influence and cause and effect. Questionnaires were submitted by 49 respondents. This questionnaire consisted of 16 statement items which were described based on several variables to be examined, namely the influence of Brand Awareness (X1), Quality Perception (X2), Brand Association (X3), and Brand Loyalty (X4) on Customer Satisfaction (Y). The results of the hypothesis analysis conducted, Brand Awareness, and Brand loyalty do not significantly affect customer satisfaction. Meanwhile, perceived quality and brand association have a significant influence on customer satisfaction. Simultaneous Hypothesis Testing and Coefficient Determination Results, X1 (Brand Awareness), X2 (Perception Quality), X3 (Brand Association) and X4 (Brand Loyalty) have a simultaneous effect (together) on customer satisfaction (Y).

Keywords : Brand Equity, Customer Satisfaction, ECommerce.

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30 - September - 2021

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