ONLINE CUSTOMER REVIEW DAN BRAND EQUITY: STUDI EMPIRIS PADA PRODUK BUTTONSCARVES

Princessca Natasya(1*), Wira Bharata(2)

(1) 
(2) Universitas Mulawarman
(*) Corresponding Author

Abstract


Brand Loyalty menjadi satu hal yang penting untuk dicapai seorang pelaku usaha demi menjamin keberlangsungan usahanya. Studi ini mendalami terjadinya pengaruh Online Customer Review dalam mempengaruhi dimensi dari Brand Equity, yakni Brand Awareness, Brand Association, dan Brand Loyalty. Untuk mengukur Brand Equity, penelitian ini menargetkan pelanggan dari produk fesyen hijab Buttonscarves. Dengan menerapkan jenis penelitian eksplanatori (explanatory research), data dikumpulkan dari 130 responden melalui survei online dengan menggunakan Google Form. Pengujian dilakukan menggunakan analisis jalur. Temuan penelitian mengkonfirmasi bahwa Online Customer Review memberikan dampak positif terhadap Brand Awareness dan Brand Association secara signifikan. Selain itu, Brand Awareness dan Brand Association juga diketahui mampu memediasi hubungan Online Customer Review dan Brand Loyalty


Keywords


Brand Association, Brand Awareness, Brand Loyalty, Online Customer Review.

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DOI: http://dx.doi.org/10.30998/jabe.v11i1.24853

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