The Role Of Brand Experience In Willingnes to pay : Online transportation case R Hidayat1,2,a, Bambang W2,b, Ratih Hurriyati2,c, Leni Cahyani2,2,d
Telkom University
University Education Of Indonesia
Abstract
The government^s involvement in regulating online transportation fares which is triggered by complaints from conventional transportation makes it important for a company to make an appropriate strategy so that consumer willingness is maintained. This study aims to see the efforts made by companies to maintain a willingness to pay by providing an unforgettable brand experience. This analysis is based on 110 student respondents through a survey technique with a questionnaire. Linear regression analysis technique was used to determine the effect of brand experience on willingness to pay. The results showed that both brand experience and consumer^s willingness to pay were still considered very good and good, this was strengthened by indicators of identity and packaging on brand experience and the number of products and service quality for willingness to pay. Brand experience has a significant influence on willingness to pay
Keywords: Brand experience, willingnes to pay, service quality, gojek
