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.
Type of Paper -
Empirical
Keywords:
Application; Brand Equity; Effectiveness; Information Architecture Design; Online Service; Transportation.
JEL Classification:
M15, M31, M37.
