Analisis Pengaruh Ekuitas Merek pada Kepuasan dan Keterlibatan Pelanggan yang Berimplikasi pada Niat Pembelian di E-Commerce
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Semakin banyaknya persaingan pada penyedia layanan belanja online e-commerce, membuat perusahaan harus mempunyai keunggulan yang lebih dibandingkan dengan kompetitor sejenis. Strategi yang dapat dilakukan salah satunya adalah meningkatkan ekuitas merek perusahaan yang dapat memberikan nilai lebih bagi pelanggan sehingga dapat meningkatkan penjualan. Penelitian ini dilakukan dengan pendekatan secara kuantitatif melalui penyebaran kuisioner terhadap pengguna e-commerce yang ada di Indonesia. Analisis data menggunakan alat SmartPls 3.0 dengan tujuan melihat realibilitas dan validitas instrumen dan pengujian hipotesis. Hasil penelitian menyatakan bahwa terdapat pengaruh yang signifikan terhadap kepuasan pelanggan dan berimplikasi pada niat pelanggan, namun hasil lain menyatakan bahwa tidak adanya pengaruh brand equity terhadap customer engagement dikarenakan adanya model bisnis yang berbeda antara e-commerce B2B dan B2C. pada akhirnya penelitian ini berkontribusi pada pembangunan model penelitian terkait pemasaran ekuitas merek dan penggunaan strategi ekuitas merek yang dapat digunakan oleh pemasar online.
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