Does a Good Online Brand Equity Result in HighrnCustomers’ Involvements in Purchasing Decisions? Syahrivar, Jhanghiz Additional Author Ichlas, Andy Muhammad Additional Author mixed material bibliography Bandung 2018 en English

Hal. 57-69 In the fourth industrial revolution, technology plays a greater role in influencing customers’ preferences towardsrncertain brands. Internet and social media platform has become a powerful marketing tool for sharing relatable experiencesrnamong customers online. The objective of this research was to investigate the role of Electronic Word of Mouth (EWOM) onrnBrand Equity and its impact on Purchasing Decision of Imported Shoes in Bekasi, Indonesia. This research used primaryrndata by distributing questionnaires to 162 customers of imported shoes. The data of this research was analyzed through SPSSrnand the hypotheses were tested by employing Binomial Logistic Regression. The result of this research suggested that E-WOMrnhas a positive impact on all dimensions of Brand Equity and a good online Brand Equity generates high customers’rninvolvements in purchasing decisions. The highest influencer towards Purchasing Decision was Brand Awareness; whereas thernleast influencing variable was Perceived Quality. Brand Equity NONE 19786956 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen AJTM.jpg.jpg 48994 2019-05-15 00:15:29 2019-05-15 00:15:29 machine generated