THE EFFECT OF BRAND EQUITY AND EXPERIENTAL MARKETING ON CUSTOMER LOYALTY OF BATIK GRIYA DISABLED PRODUCTS IN BANDUNG CITY ON SHOPEE PLATFORM E-COMMERCE
Keywords:
Brand Equity, Experiential Marketing, Customer LoyaltyAbstract
This study aims to examine the relationship between brand equity, experiential marketing, and consumer loyalty as it pertains to Batik Griya Difabel products sold on the Shopee platform in Bandung City. Bina Sosial Province in West Java, and more specifically the Griya Harapan Difabel Social Welfare Service Centre, guided handicapped customers to create Batik Griya Difabel Products. Research methods include t-tests, f-tests, multiple linear regression for hypothesis testing, and verification and descriptive analysis. together with the determination coefficient. In this research, non-probability sampling was used for sampling. A total of one hundred participants were used as samples for this research. Information gathered from Batik Griya Difabel product buyers who have made a minimum of two purchases. The research found that Bandung City consumers' level of brand equity and experiential marketing for Batik Griya Difabel products is quite excellent, and that their level of customer loyalty is strong as well. The hypothesis test also found that two variables Experiential Marketing and Brand Equity influence customer loyalty. Brand Equity and Experiential Marketing both impact customer loyalty at the same time, according to the findings of the simultaneous hypothesis test. It also helps Griya Difabel's management with their marketing efforts, particularly in the competitive batik market on the Shopee Platform E-Commerce, by highlighting the specific qualities of disabled-made items.
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