THE INFLUENCE OF BRAND EQUITY TOWARDS PURCHASE INTENTION ON ELEVENIA

Abstract

Elevenia is one of the e-commerce in Indonesia. In 2017, Elevenia has an average of 34,600,000 people who visit their website or using their applications for the first quarter. On the third quarter of 2018, Elevenia lost their visitor from 34.36 million per month to just 4 million visitors per month. Decreasing visitors leads to decreasing customers. Decreasing customers shows that the customers does not has loyalty towards the brand. Brand loyalty is one of the variables in Brand equity. Therefore, the objective of this research is to find the influence of brand equity towards purchase intention on Elevenia. This research is focused on Jabodetabek area only. In this research, the data was obtained from questionnaires which distributed using a nonprobability sampling technique with purposive sampling method and found 182 people who have ever used Elevenia and lived in Jabodetabek area. This research is using multiple regression to test the significant influence with significant level of 5% (α = 0.05). The result for this study shows that brand awareness, brand loyalty, brand price image, and brand reputation have a significant influence towards purchase intention on Elevenia. While, brand perceived quality and brand commercial image has no significant influence towards purchase intention. For the final result, brand awareness, brand perceived quality, brand loyalty, brand price image, brand reputation, and brand commercial image have simultaneous significant influence towards purchase intention on Elevenia. The value of adjusted R2 is 0.66 or 66% meaning the independent variable influence the dependent variable by 66%.