Impact of e-tail brand experience to brand trust, brand loyalty, and gender as the moderating variable in Zalora

Debora, Joceline (2019) Impact of e-tail brand experience to brand trust, brand loyalty, and gender as the moderating variable in Zalora. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Background of this study is due to rapid growth of internet making changes of buying behaviour, from buying through conventional market to online market. Buying from online market is offers many benefits such as more payment options, discount and selling various type of product. This purpose of this study to analyze the E-Tail of brand experience in Brand Trust and Brand Loyalty using Gender as a moderating variable in Zalora. This research is causal research. The data collection method in this study was purposive sampling. The sample used was 150 respondents who knew Zalora and had purchase at Zalora. The measuring instrument used consists of an open questionnaire that can be disseminated through online media. The analysis technique in this study is Structural Equation Modeling with the use of SPSS 23. This study proves that E-tail Brand Experience has a positive effect on Brand Trust, E-tail Brand Experience is positively related to Brand Loyalty, Brand Trust has a positive effect on Brand Loyalty, while gender does not moderate the relationship between E-tail Brand Experience and Brand Trust and the relationship between E-tail Brand Experience and Brand Loyalty are also not moderated by gender.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: E-tail brand experience,brand trust, brand loyalty and gender
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Users 6451 not found.
Date Deposited: 29 Jan 2019 05:09
Last Modified: 29 Jan 2019 05:09
URI: http://repository.wima.ac.id/id/eprint/17235

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