The influence of brand equity towards quality buying on online selling

Abstract

This quantitative study discussed the influence of brand equity towards quality buying on online selling. This study aimed to determine the relationship between brand equity and quality buying on online selling as experienced by students from UM Tagum College and Saint Mary’s College, INC. Specifically, it aimed to determine the level of brand equity in terms of brand loyalty, brand awareness, brand association and perceived quality; the level of quality buying on online selling in terms of product quality and customers satisfaction. Moreover, this study aimed to determine which domain of brand equity significantly influence quality buying on online selling. Quantitative non-experimental research design using the correlation technique is utilized through adaptive survey questionnaire wherein 353 accounting students responded in the study. The results revealed that the two variables are positively correlated and have significant relationship at a 0.05 level of significance. Furthermore, there are domains in brand equity that significantly influences quality buying on online selling. It revealed that Perceived Quality with the highest standard coefficient of 0.409 had the greatest influence on quality buying on online selling among the students of Accountancy Department in Saint Mary’s College of Tagum Inc. and UM Tagum College. It is then followed by Brand Awareness with a standard coefficient of 0.184. Third on the table with the highest standard coefficient of 0.149 is Brand Association, followed with the lowest standard coefficient of 0.040 is Brand Loyalty. Globally, online selling and buying have become part of everyone’s daily life in this generation. The gathered information for this research is intended to be helpful to online sellers to better understand how brand equity influence the quality buying of potential target markets who shop via online.