THE INFLUENCE OF ONLINE FOOD DELIVERY BRAND EXTENSIONS ON BRAND PREFERENCE IN E-COMMERCE APPLICATIONS
DOI:
https://doi.org/10.29313/kajian_akuntansi.v25i2.4532Keywords:
Brand extension, Brand Preference, e-commerceAbstract
Go-Jek and Grab are examples of e-commerce applications. They offer similar features from brand extensions that help people meet their daily needs. This research will further explore the influence of online food delivery brand extensions on brand preference. The research method used in this study is applied research with both qualitative and quantitative data. Data were obtained through a questionnaire distributed to 154 respondents who had used the Go-Jek and Grab e-commerce applications. The research employed descriptive, explanatory, and statistical techniques for data processing. This research consists of independent variables (brand extension) and dependent variables (brand preference). Analysis used linear regression and classical assumption tests to obtain research conclusions. This research shows that brand extension online food delivery, with the dimensions of similarity, reputation, perceived risk, and innovativeness, has an influence on brand preference, accounting for 26.8% on the Go-Jek application and 42% on the Grab application.
Keywords : Brand extension, Brand Preference, e-commerce
References
Aaker, D. A., Leone, R. P., V. K., & Day, G. S. (2013). Marketing Research 11th Edition. Wiley.
Ahmed, Q. M., Afzal, A., & Ali, S. (2020). Analyzing Consumer Behavior Towards Brand. International Journal of Business Management & Research, December 2015.
Bawazier, F. A. (2019). Pengaruh Brand Personality dan Brand Association erhadap Brand Preference Melalui Value Image Congruence dan Brand Familiarity. Universitas Siliwangi.
Burhan, F. A. (2021). Transaksi Ojek Online Rp 98T, Bagaimana Pendapatan Mitra Go-Jek dan Grab? Katadata.Co.Id.
Dalesma, I. M. (2018). Pengaruh Persepsi Kualitas dan Persepsi Kesesuaian Terhadap Perluasan Merek Asus Di Bandar Lampung. Institut Informatika dan Bisnis Darmajaya.
Halim, B. C., Dharmayanti, D., & Brahmana, R. K. M. R. (2014). Pengaruh Brand Identity Terhadap Timbulnya Brand Preference dan Repurchase Intention Pada Merek Kosmetik Wardah Di Rantauprapat. Jurnal Ekonomi Integra, 2(1), 1–11.
Hardjono, B., & Ying, T. B. (2017). Brand Extension of Fast Moving Consumer Goods to Customers’ Perception. Trikonomika, 16(2), 51. https://doi.org/10.23969/trikonomika.v16i2.714
Hasan, F. (2016). Tepatkah Strategi Lini Produk Dari Go-Jek? The Business Perspective.
Herath, R. P., & Riyas, M. (2022). The Impact of Brand Extension on Parent Brand Equity: with special reference to Local Biscuits Brand in Sri Lanka. Pradnyaa International Journal of Multidisciplinary Research, 1(September).
Kalu, S. E., & Anyanwu, A. V. (2014). The Effect of Brand Extension Strategy on Marketing Performance of Soft Drinks Bottling Firms in Nigeria. American International Journal of Contemporary Research, 4(8), 100–110. www.aijcrnet.com
Kocak, A., & Ruzgar, N. (2017). Antecedents of Brand Preference: Symbolic or Functional. Journal of Economics, Business and Management, 5(10), 331–335. https://doi.org/10.18178/joebm.2017.5.10.534
Prados-Peña, M. B., & Barrio-García, S. Del. (2020). How does parent heritage brand preference affect brand extension loyalty? A moderated mediation analysis. Tourism Management Perspectives, 36(May), 100755. https://doi.org/10.1016/j.tmp.2020.100755
Sekaran, U., & Bougie, R. (2016). Reseacrh Methods for Business. Wiley.
Sunday, E. M., Kajang, J., Nnana, A. N., & Eni, M. G. (2021). Effect of brand extension strategy on customers’ preference of Coca – Cola products in University of Calabar. International Journal of Development and Management Review, 16(1), 1–15.
Wallsten, S. (2015). The Competitive Effects of the Sharing Economy: How is Uber Changing Taxis? Technological Policy Institute, June, 1–22.
