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The Effectiveness of Information Architecture Design towards Brand Equity

Author

Listed:
  • Bunga Indah Bayunitri

    (Widyatama University, Bandung, Indonesia Author-2-Name: Savitri Putri Author-2-Workplace-Name: Widyatama University, Bandung, Indonesia)

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."

Suggested Citation

  • Bunga Indah Bayunitri, 2017. "The Effectiveness of Information Architecture Design towards Brand Equity," GATR Journals jmmr126, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr126
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    Cited by:

    1. Utari Meridha Putri & Muryanto Amin & Warjio, 2019. "Development of Online Transportation Services: Effectiveness and Efficiency of The Grabbike Applications for Society in Medan City," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 8(4), pages 71-78, July.

    More about this item

    Keywords

    Application; Brand Equity; Effectiveness; Information Architecture Design; Online Service; Transportation. ;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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