THE IMPACTS OF ONLINE BRAND EQUITY, BRAND ATTACHMENT, AND PRODUCT INVOLVEMENT TOWARD ONLINE REPURCHASE INTENTION WITH STORE TYPE AS MODERATION VARIABLE (STUDY OF TRAVELOKA ONLINE AGENT)

WIJAYA, KEVIN (2020) THE IMPACTS OF ONLINE BRAND EQUITY, BRAND ATTACHMENT, AND PRODUCT INVOLVEMENT TOWARD ONLINE REPURCHASE INTENTION WITH STORE TYPE AS MODERATION VARIABLE (STUDY OF TRAVELOKA ONLINE AGENT). S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

This research analyzed the effects of online repurchase intention, brand attachment, and product involvement toward online repurchase intention with store type as moderation variable. This research focused on travel retail business and chosen Traveloka Online Agent as the object of the research. To examine the total of 207 samples, this study used simple regression analysis, multiple regression analysis, path analysis and sub-group analysis. The result shows that online brand equity has positive effect toward product involvement and brand attachment. Together with brand attachment, online brand equity has positive effect toward online repurchase intention. Brand attachment mediate the effect of online brand equity toward online repurchase intention and also mediate the effect of product involvement toward online repurchase intention. The store types also moderate the relationship between online brand equity and brand attachment.

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