PENGARUH BRAND EXPERIENCE TERHADAP BRAND EQUITY MELALUI COSTUMER COMMITMENT DAN CUSTOMER SATISFACTION PADA KEDAI KOPI ZXC DI SURABAYA

Abstract

Today's business competition is unavoidable along with the
more innovative business people and the development of technology.
One of the competitive advantages that every business person wants to
gain is a good brand experience. A good brand experience will provide
satisfaction for customers which in turn will provide additional value
for a brand. This study aims to analyze the effect of brand experience on
brand equity by considering customer commitment and customer
satisfaction at Surabaya Town Square. Quantitative methods are used
in conducting research based on primary data. A total of 150
respondents who became the research sample using a sampling
technique using purposive sampling. In conducting the analysis using
the SEM approach using the help of the SmartPLS program. The results
of this study indicate that there is a significant positive effect between
brand experience on customer commitment and satisfaction, but does
not have a significant effect on brand equity; There is no positive effect
between customer commitment and brand equity; but there is a positive
effect between customer commitment and brand equity

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