The Intervening Role of Brand Experience Customer Based Brand Equity (CBBE) in the Retail Industry
DOI:
https://doi.org/10.47747/snfmi.v2i1.2351Abstract
The primary goal of this study is to experimentally examine the mediating role of Brand Experience in the impact of social media marketing activities on customer-based brand equity (CBBE). We employed a quantitative methodology and designed a survey questionnaire to measure customer-based brand equity (CBBE). The survey was administered to 226 Tokopedia consumers. Our investigation focuses on how social media marketing significantly affects customer-based brand equity. We used structural equation modeling (SEM) in AMOS version 24 for the analysis. Our findings demonstrate social media marketing significantly affects customer-based brand equity and brand experience. Social media marketing and customer-based brand equity are favorably mediated by brand experience. This study's significance lies in demonstrating how the development of brand experience mediates social media marketing activities and customer-based brand equity (CBBE) in e-retail industry is the focal point of this study.
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