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Abstract

Dalam dunia bisnis yang semakin kompetitif, setiap perusahaan berusaha untuk mendapatkan posisi pertama dalam penjualan produk. Brand equity yang positif di mata konsumen menjadi salah satu faktor utama yang membedakan produk tersebut dari pesaingnya. Meningkatnya brand experience, ulasan positif, serta adanya kecintaan konsumen terhadap suatu brand akan berdampak pada peningkatan brand equity. Penelitian ini bertujuan untuk membangun model secara konseptual dan empiris serta mengisi kesenjangan penelitian terkait faktor-faktor yang menjadi anteseden brand equity. Penelitian ini menganalisis, menguji, dan menemukan pengaruh brand experience dan electronic word of mouth terhadap brand equity, dengan brand love sebagai variabel mediasi, pada brand The Originote. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 190 responden yang merupakan pelanggan skincare The Originote. Metode pengumpulan data menggunakan purposive sampling, dan analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM) dengan pendekatan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa brand experience dan electronic word of mouth berpengaruh positif dan signifikan terhadap brand love. Selain itu, brand experience dan e-WOM juga berpengaruh positif dan signifikan terhadap brand equity. Namun, brand love tidak berpengaruh signifikan terhadap brand equity, dan tidak memediasi hubungan antara brand experience serta e-WOM terhadap brand equity. Implikasi dari penelitian ini adalah perusahaan perlu terus melakukan inovasi produk untuk meningkatkan brand experience, sehingga The Originote dapat digunakan dalam berbagai kegiatan oleh pelanggan. Perusahaan juga perlu memperhatikan serta mempertimbangkan ulasan atau komentar negatif dari pelanggan untuk perbaikan produk di masa mendatang. Selain itu, perusahaan diharapkan dapat meningkatkan promosi yang lebih menarik agar dapat memperkuat keterikatan emosional pelanggan terhadap brand tersebut. Selanjutnya, perusahaan juga diharapkan dapat meningkatkan ingatan pelanggan mengenai The Originote, dengan menonjolkan keunikan produk seperti kandungan skincare, agar karakteristik brand tersebut selalu teringat di benak pelanggan.

Keywords

Brand experience, electronic word of mouth, brand love, brand equity

Article Details

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