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All Journal Jurnal Bisnis dan Ekonomi Equilibrium Proceeding SENDI_U Jurnal Ilmiah Universitas Batanghari Jambi SEIKO : Journal of Management & Business Jesya (Jurnal Ekonomi dan Ekonomi Syariah) YUME : Journal of Management Management Studies and Entrepreneurship Journal (MSEJ) Economics and Digital Business Review Jurnal Manajemen Bisnis dan Keuangan Jurnal Ilmiah Wahana Pendidikan PROFICIO: Jurnal Pengabdian Masyarakat IIJSE Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam JER Journal of Ekonomics, Finance, and Management Studies
Aquinia, Ajeng
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Journal : Management Studies and Entrepreneurship Journal (MSEJ)

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Pengaruh Brand Equity Terhadap Online Puchase Intention (Studi Kasus Pada Produk Eiger) Susetya, Ericka Trima; Aquinia, Ajeng
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 2 (2024): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v5i2.5327

Abstract

There are more and more e-commerce sites in Indonesia are always registering new accounts from day to day on the long list of e-commerce companies present in Indonesia. PT. Eigerindo Multi Produk Industri is a company and brand from Indonesia that produces clothing and outdoor recreation equipment. Brand equity is a consideration for consumers in purchasing decisions because it is able to shape consumer perceptions regarding a product or service that is believed to have higher quality than other products. This research discusses the influence of brand awareness, perceived quality, brand association and brand loyalty on online purchase intention for Eiger products. This research uses a purposive sampling technique with the criteria that respondents have purchased Eiger products, the sample taken was 100 respondents. The results of this research show that all variables are declared valid and reliable so that they can be continued with the multiple linear regression test process. The results of the regression test show that the brand awareness and brand association variables as a whole have no effect on online purchase intention. In other cases, the results of perceived quality and brand loyalty show that the results have a positive effect on online purchase intention.  
Co-Authors Ali Maskur Alimuddin Rizal Bogy Febriatmoko Dian Kristiawan Nugroho Eca Ayu Pratama Euis Soliha Fitika Andraini Fransiska Fransiska Gebrina Ika Wahyuningtyas Hardiyanti, Widhian Harefa, Mikhael Adika Daneslan Hayuningtias, Kristina Anindita Kasmari . Kristina Anindita Hayuningtias Lie Liana . M Yusuf Asrofi Maria Goreti Kentris Indarti Muhammad Farid Ardiansyah Novita Mariana Puspita Sari, Ery Adelia Putri, Rishmawati Rahma Rachmawati Meita Oktaviani Samuel Rivaldi Lokananta Sari, Annissa Ganda Shifa Nur Aini Susetya, Ericka Trima Wahyu Muji Lestari