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Research Paper | Management | Indonesia | Volume 10 Issue 2, February 2021 | Popularity: 6.8 / 10

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Measuring Tools for Analyzing Brand Experience and Brand Equity in Tokopedia

Sastilla El Nadhira, Erni Martini

Abstract: Brand equity is very important to the company. Companies need to form good strategies and innovations to build brand equity. In building brand equity (brand awareness, brand association, perceived quality, brand loyalty), companies need to create a good brand experience (sensory, affective, behavioural, intellectual) so that it will affect the company's brand equity. Tight competition among marketplace players, making the company compete - a competition in providing a good brand experience in order to create good brand equity. One of marketplace from Indonesia, Tokopedia is already active in providing brand experience. But it is not yet known whether the experience provided by the company affects brand equity. This study aims to find out if the experience of a brand that has 12 items can be used to measure the equity of brands that have 16 items onTokopedia. The research method used is quantitative. Trials have been conducted on variable items of brand experience and brand equity. Results show that there are only 26 items declared valid and reliable.

Keywords: Brand Experience, Brand Equity, Marketplace, Tokopedia

Edition: Volume 10 Issue 2, February 2021

Pages: 308 - 312

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