ZAHRA, JASMINE (2022) THE RELATIONSHIP BETWEEN SHOPEE’S BRAND AWARENESS, BRAND ASSOCIATION AND PERCEIVED QUALITY TOWARDS SHOPEE’S CONSUMERSATISFACTION AMONG INDONESIAN YOUNG- ADULTS 37KOM2022. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Due to their adaptability and the capacity of technology to integrate aspects of
human life, technological advancements and developments, particularly in the
fields of telecommunications, information, and multimedia, have a significant
impact on adaptations in social relationships. The number of Indonesians who
utilize the internet is steadily increasing. Due to the high mobility of humans, the
commercial world places high value on the provision of goods and services and
goods on demand and in a timely basis. Consumers now have the option of
participating in convenient and cost-effective e-commerce. Numerous e-commerce
platforms exist today. The platform is expansive and reaches all populations. The
purpose of this research is to examine the relationship between Shopee’s brand
awareness, brand association and perceived quality towards Shopee’s customers
satisfaction among Indonesian Young-adults both partially and simultaneously.
This research explains the findings of research contributing to Aaker and Keller's
theory of brand equity. The primary population for this research is young adults
aged 15 to 24 years old from throughout Indonesia, with a total of 100 respondents.
The analysist tool used in this research is Kendall Tau_b Correlation Test to
calculate ordinally ranked-data. The result of the study explained that Shopee’s
brand awareness, brand association and perceived quality have a significant effect
partially and simultaneously to customers satisfaction. Therefore, the result shows
that brand awareness has a moderate and positive relationship, meanwhile brand
association and perceived quality has a strong and positive relationship with
customers satisfaction. This research 's result may be incorporated into the
marketing strategies of companies and interested parties for maintaining and
maximizing Brand Awareness, Brand Association, and Perceived Quality in order
to have a good significant effect on potential customers, which can lead to Customer
Satisfaction.
Keywords: Brand Awarenes, Brand Association, Perceived Quality, Customer
Satisfaction, Shopee.

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