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

Nurfitriani Nurfitriani | Zendy; Lili Adi Wibowo | Zendy; Bambang Widjajanta | Zendy

Open Access

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

Author(s) -

Nurfitriani Nurfitriani,

Lili Adi Wibowo,

Bambang Widjajanta

Publication year - 2018

Publication title -

journal of business management education (jbme)

Language(s) - English

Resource type - Journals

eISSN - 2715-3045

pISSN - 2715-3037

DOI - 10.17509/jbme.v3i3.14319

Subject(s) - brand equity , originality , marketing , research object , advertising , business , descriptive statistics , descriptive research , brand awareness , data collection , survey methodology , psychology , business administration , mathematics , statistics , social psychology , creativity

P urpose - 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. F indings - 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

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