Pengaruh I-Branding pada Website Binus University terhadap Loyalitas Pelanggan
DOI:
https://doi.org/10.21512/comtech.v4i2.2665Keywords:
i-branding, four pillars of i-branding, trust, satisfaction, customer loyaltyAbstract
Implementing an appropriate branding strategy supports a company in putting its product or service to be customers’ top of mind. Aligned with the development of information technology, especially the Internet, merging branding with internet (i-branding) creates a unique characteristic for a company. It is very helpful for a company in competing in the free market. Therefore, it is important for a company to know information about customer perception in assessing i-branding that has been applied to its website. As an educational institution which is a pioneer in the use of information technology, Binus University concerns much about its branding on the official website (www.binus.ac.id). This study is conducted to assess the i-branding of Binus University on the point of view of its students as customers. This study uses Four Pillars of i-branding consisting the following variables: customer understanding, marketing communication, interactivity, content, and customer loyalty consisting of trust and satisfaction. The hypothesis is tested by correlation analysis and regression analysis. Based on correlation analysis, all hypotheses of H1 (no relation) is received and based on regression analysis,
all hypotheses of H1 (bring effects) is received.
Plum Analytics
References
Aaker, D.A. (1991). Managing Brand Equity. New York: The Free Press.
Anderson, R. E. & Swaminathan, S. (2011). Customer satisfaction and loyalty in e-markets: a PLS path modeling approach. Journal of Marketing Theory and Practice, 19(2), 221 – 234.
Brandt, D.R. (2000). An “outside-in” approach to determining customer-driven priorities for improvement and innovation. White Paper Series, 2.
De Chernatony, L. & McDonald, M. (1992). Creating Powerful Brands. Oxford: Butterworth Heinemann.
Doyle, P. (1998). Marketing Management and Strategy (2nd ed.). Harlow: Prentice-Hall.
Hays, W. L. (1976). Quantification in Psychology. New Delhi: Prentice Hall.
Ibeh, K. I. N., Luo, Y. & Dinnie, K. (2005). E-branding strategies of internet companies: some preliminary insights from the UK. Journal of Brand Management, 12(5), 355-362.
Kenney, M. & Curry, J. (1999). E-commerce: configuration. Economy Paper 2, California: University of California, Berkeley, CA.
Latu, T.M., & Everett, A. M. (2000). Review of Satisfaction Research and Measurement Approaches. Departement of Conservation. Wellington. New Zealand.
Martinez, C.L. (2003) Evaluation Report: Tools Cluster Networking Meeting #1. Arizona: CenterPoint Institute.
Simmons, G. J. (2007). “I-Branding”: developing the internet as a branding tool. Marketing Intelligence & Planning, 26(6), 544 – 562.
Sugiyono. (2008). Metode Penelitian Bisnis. Bandung: CV Alfabeta.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows:
