The Effectiveness of Information Architecture Design towards Brand Equity

Bunga Indah Bayunitri ()
Additional contact information
Bunga Indah Bayunitri: Widyatama University, Bandung, Indonesia Author-2-Name: Savitri Putri Author-2-Workplace-Name: Widyatama University, Bandung, Indonesia

GATR Journals from Global Academy of Training and Research (GATR) Enterprise

Abstract: "Objective � The paper aims to investigate the effectiveness of information architecture design towards brand equity in the case of GO-JEK company. Methodology/Technique � Types of research are a descriptive analysis and causal also measuring a conclusion by using a regression analysis and for hypothesis testing using t-test and F-test. The results of this research indicated that information architecture design is effective and also has a significant influenced on brand equity. Findings � The results show that design information architecture included in the criteria of ""Highly Effective"", this means that the customer respondents had a positive view of the effectiveness of design information GO-JEK architecture by using these indicators: The Principle of Object, Choice, Disclosure, Exemplars, Fronts-Doors, Multiple Classification, Focused Navigation, and Growth. Novelty � The study suggests that brand equity is influenced by the effectiveness of the design information architecture, then what should be done is the creation of effective information architecture."

Keywords: "Application; Brand Equity; Effectiveness; Information Architecture Design; Online Service; Transportation. " (search for similar items in EconPapers)
JEL-codes: M15 M31 M37 (search for similar items in EconPapers)
Pages: 5
Date: 2017-03-17
New Economics Papers: this item is included in nep-ipr, nep-mkt and nep-sea
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Published in Journal of Management and Marketing Review, Volume 2, Issue 1

Downloads: (external link)
http://gatrenterprise.com/GATRJournals/pdf_files/J ... (1)-CIBSSR-00526.pdf (application/pdf)
http://gatrenterprise.com/GATRJournals/online_submission.html

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:jmmr126

Access Statistics for this paper

More papers in GATR Journals from Global Academy of Training and Research (GATR) Enterprise
Bibliographic data for series maintained by Prof. Dr. Abd Rahim Mohamad ().