Impact of Brand Experience toward Consumer Engagement Erni Martini, R. Hurriyati, Bambang Widjajanta
Universitas Pendidikan Indonesia
Abstract
Social Media Facebook is used by businesses to create brand experience that leads to engagement. The purpose of this study is to examine the relationship between brand experience and its dimension which are perceptual, social, epistemic and embodied experiences toward consumer engagement. A sample of the survey consists of 100 followers of Facebook page using convenience sampling. Descriptive analysis and multiple linear regression analysis were used to analyze and test the hypothesis. The research results indicate that the respondent has a good impression of the perceptive, social and epistemic experience. Respondents give a neutral impression of the embodied experience. According to the hypothesis testing, perceptual and epistemic experiences do not affect consumer engagement, while social experience and embodied experience are affected consumer engagement.
