EXPLORING BRAND PERSONALITY AND ONLINE SHOPPING VALUE OF CURRENT CONDITION. CASE STUDY: FASHION E-COMMERCE IN INDONESIA
The increase in industry in the globalizem era has greatly increased. No doubt, Indonesia is one of the people affected. Indonesia has a great opportunity as one of the major industries in the global e-commerce industry market. The use of e-commerce in business has more opportunities and access than...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/35768 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The increase in industry in the globalizem era has greatly increased. No doubt, Indonesia is one of the people affected. Indonesia has a great opportunity as one of the major industries in the global e-commerce industry market. The use of e-commerce in business has more opportunities and access than doing business by having a shop or rental shop. One of the interests of e-commerce users and entrepreneurs is doing business with fashion midwives. There are several e-commerce fashion that are popular in Indonesia, between Zalora, BerryBenka, Maskoolin, HijUp, Etclo, PinkEmma, BrandClozet, Bimbi, Hijabenka, 8wood, Saqina, Muslimarket, Cloth Inc ,, and Below Cepek with their respective target markets. In e-commerce, there are several factors that influence the success of an e-commerce, one of which is Brand Management. Brand gives customers emotional and experience benefits. This is very influential for building Brand Equity. And in developing Brand Equity, it is also important to understand the dimensions of the Brand Equity dimension. One dimension of Brand Equity is Brand Personality. The more positive the Brand Personality, the higher the Online Shopping Value of the Brand. In recent years, Indonesia has also grown rapidly in the growth of e-commerce. The number of starups appears to compete in the world of e-commerce. However, behind the rapid growth of e-commerce in Indonesia, there is also e-commerce that is bankrupt because it cannot compete with other e-commerce. By designing a website that is effective by including the form and function it will lift the Brand's name as one of the Brand Strategies. Forms have aesthetic meaning and visual function means interaction, navigation, and structure. |
|---|