EXPERIENCE THROUGH DIGITAL BRANDING IN IMPROVING THE BRAND LOYALTY CASUAL RESTAURANT (STUDY ON THE MILLENIAL GENERATION IN INDONESIA)
Lili Adi Wibowo; L. Lisnawati; S. Sulastri

Universitas Pendidikan Indonesia

Abstract

This study examines the experience model through digital branding in increasing casual restaurant brand loyalty among the millennial generation as a strategy in improving the economy in the tourism industry sector. The result of this research is a measurement model of company competitiveness in getting consumers who are loyal to its brand. So that casual restaurants have an appeal that supports consumers among the millennial generation in Indonesia to build brand loyalty. The impact on the millennial generation is ignoring brand loyalty, including low personal relationships with brands, difficulty finding a match and satisfaction with brands. The objectives of this study are (1) To describe the experience through digital branding in increasing casual restaurant brand loyalty among millennial generation (2) To determine the effect of experience through digital branding in increasing casual restaurant brand loyalty among millennial generation.

Keywords: Brand Experience, Brand Loyaly, Digital Branding

Topic: Marketing Management