GAMBARAN BRAND EXPERIENCE DAN CUSTOMER-BASED BRAND EQUITY PADA SITUS WEDDING MARKETPLACE BRIDESTORY DI INDONESIA INDONESIA

Nurfitriani Nurfitriani, Lili Adi Wibowo, Bambang Widjajanta

Abstract


Purpose - To find out the description of the level of brand experience and customer-based brand equity in site wedding marketplace Bridestory visitors in Indonesia.

Design/methodology/approach - The design of this study is cross sectional method. This research uses descriptive approach with explanatory survey method. A total of 135 respondents were selected using probability sampling. A questionnaire was used as a research instrument to collect data from respondents. The analysis technique used is descriptive technique by using frequency distribution.

Findings - The result showed that brand experience is in good category, while customer-based brand equity is in good enough category.  

Originality / value - The differences in this study located on an object research , time research , a measuring instrument , literature that used , the theory that is used and the results of the study


Keywords


Experience, Customer-based Brand Equity, Wedding Marketplace

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References


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DOI: http://dx.doi.org/10.17509/jbme.v3i3.14319

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