The Impact of Brand Equity, E-Brand Experience, and Web Entertainment Toward E-Satisfaction and E-Loyalty on Marketplace

Cindy Florencia Yohandra Suthianto ； Tantri Yanuar Rahmat Syah

《International Journal of Electronic Commerce Studies》 14卷1期 (2023/03) Pp. 95-118

https://doi.org/10.7903/ijecs.2158

摘要

The recent internet development and technology have changed people's perspectives of online shopping. Not only consumers only use the marketplace to purchase but also to compare price, quality, benefit, features, or after-sales services that a company provides. This research aims to determine the effect of brand equity, e-brand experience, and web entertainment on consumer satisfaction and loyalty. This quantitative study uses the Structural Equation Model method, data processing, and analysis using SPSS 24 and Lisrel 88 software. The respondents in this research are 207 millennial generations in Indonesia and have filled out questionnaires distributed online through Google Forms. The result of this study indicates that perceived quality, brand association, e-brand experience, and web entertainment variables affect the e-satisfaction variable. E-satisfaction variable has a substantial impact on the e-loyalty variable in the marketplace. In contrast, the brand awareness variable does not affect the e-satisfaction variable. The managerial implication given from this research to marketplace management in Indonesia is to improve the quality, level of entertainment, and performance of the marketplace to increase consumer satisfaction. This consumer satisfaction will increase consumer loyalty to the market they use.

關鍵字

Brand Equity ； Web Entertainment ； E-Satisfaction ； E-Loyalty ； Millenial Generation ； Marketplace

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