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studies mention that the role of the brand is not as important as with the role of pricing, packaging, and various technical characteristics inherent in
such products as quoted from Serge 2000: 92. Based on the sentence above, seen that brand is a very powerful
asset for a company, so a good reputation will give positive expectations for customers and a bad reputation will give you an image that is not good
from the side Creed and Miles, 1996, in which Afzal, 2011: 46.
2. Consumer Behavior
The purpose of a marketer is to serve and satisfy the needs and desires of consumers. Marketers must know and understand how consumer
behavior in fulfilling your wishes and needs. According to Engel 2010: 22 consumer behavior is direct action
to get consumption and spend the products and services, including the decision-making process. Kottler 2012 said that consumer behavior is the
behavior of the end consumers, both individuals and household who buy products personal consumption. Whereas previously Mowen 2006 stated
that consumer behavior is the study of unit purchases and Exchange processes involving the acquisition, and consumption of goods and
services. Definition of consumer behavior is most often used is from Schiffman and Kanuk 2008 where consumer behavior is a process where
a person in a seeks, give, use, evaluating, and acting after the consumption of services and ideas that are expected to satisfy the needs and desires.
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Based on the description above, seen that consumer behavior related to decision-making to use and consumer goods and services in
fulfilling needs and wants of a consumer. Zeithaml and Bitner 2005 argues that the stages performed in
decision-making means evaluating services and products offered, by doing: search source of information, a variety of alternative assessment
products and services, purchase and use of products and services and the last one is the evaluation of post purchase.
With the development of e-commerce, since the end of the 1990s, media in shopping meeting growing spending needs and desires as well as
through internet media. This is certainly have an effect on the behavior of consumer purchases, purchase behavior with the media on line have a
difference with conventional media. According to Li and Zhang 2002: 508 online purchase behavior
refers to the process of purchasing goods and services products through the medium of the internet. It distinguishes with conventional shopping
process is in shopping online, information retrieval and alternative products and services is done by looking at the information that is
available through the medium of the internet, and how to purchase between buyer and seller is not met. The difference is the behavior of
consumers who buy on line, just do a search if the information he felt in need of such items only, so information retrieval is not done every time.
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The behavior of consumers in shopping online is influenced by various factors, in particular the recurrent desire to do shopping or even
feel any attachment with the shop on line or purchased online brands, various studies say depending on the level of trust that such a result of
consumer research Javernpaa, Tranctinsky and Vitale 2000: 45. Where the trust of consumers is very depending on the perceived value of online
stores or products and services purchased online consumer and reputation earned from online stores as well as the goods and services he received, it
is expressed by Quelch and Klein 1999: 72.
3. Internet, e-commerce and Online Shopping
