P I C E E B A, The 3rd Padang International Conference On Education, Economics, Business And Accounting (THE 3rd PICEEBA 2019)

Font Size: 
Effect Of Customer Brand Engagement, Customer Satisfaction and Brand Love, To Customer-Based Brand Equity On Brand Honda Motorcycle In Padang State University Faculty Of Economics
mei rani, Abror Abror

Last modified: 2019-06-04

Abstract


The purpose of this study was to 1) Analyze the effects of customer brand engagement on brand love consumer brand motorcycle Honda, 2) analyze the effect of customer brand engagement towards the customer satisfaction of consumers motorcycle brand Honda, 3) analyze the impact of customer satisfaction on brand love consumer brand motorcycle Honda, 4) Analyze the effects of customer brand engagement against consumer customer-based brand equity Honda brand motor, 5) Analyze the effects of customer satisfaction to the customer based consumer brand equity Honda brand motorcycles, 6) to analyze the influence of brand love against consumer customer-based brand equity Honda brand motorcycles. The population in this study were students Padang State University economics faculty who use Honda brand motor with a sample of 300 respondents. Field surveys conducted by distributing questionnaires to collect data. Data were analyzed using Structural Equation Modeling (SEM) with Smart PLS 3.0. The results showed that1) Customer brand engagement significant effect on brand love consumer brand motorcycle Honda, 2) Customer brand engagement significant effect on customer satisfaction consumer brand motorcycle Honda, 3) Customer satisfaction significantly influence brand love consumer brand motorcycle Honda, 4) Customer brand engagement significant effect on customer-based brand consumer equity Honda brand motor, 5) Customer satisfaction significantly influence consumer customer-based brand equity Honda brand motorcycles, 6) brand love significant effect on customer based on consumer brand equity Honda motorcycles.

Keywords: Customer Brand Engagement, Customer Satisfaction, Brand Love, and Customer-Based Brand Equity