Effect of Brand Experience on Customer Engagement Through Quality Services of Online Sellers to Students in Bekasi

Abstract

Customer engagement refers to the emotional attachment a student experiences as a customer during repeated and ongoing interactions. Engagement occurs through satisfaction, loyalty, and excitement about the brand experience. Organizations engage customers at the point of behavioral change by exploring opportunities for emotional connection through continuous and consistent positive experiences. When customers engage with a brand experience, they feel emotionally connected and excited about the product and the service quality. This study’s purpose is examining the effect of brand experience on customer engagement by using service quality as a mediator variable; this research was conducted by collecting data from 254 students of the iGeneration born in 1995. Overall, 254 students participated in this study. Of them, 172 people or 68% of the total respondents in this study were women, and 82 people or 32% were males. The results show no direct effect of brand experience on customer engagement, and there is a role for service quality mediators that mediate brand experience and customer engagement. The results are discussed, and the implications for the organization are mentioned.

Keterlibatan Merek Dikalangan Mahasiswa dan Alumni Dimediasi oleh Kualitas Layanan

“…Dapat diartikan yaitu brand experience dapat mempengaruhi perasaan atau pandangan pelanggan terhadap asosiasi merek yang ada. Adapun service quality sebagai pemediasi berpengaruh signifikan positif terhadap brand experience dan brand engagement, Menurut Prentice & Loureiro (2018) pada Merdiaty & Aldrin, (2022) mengatakan bahwa keinginan psikologis pelanggan, manfaat yang dirasakan, dan nilai-nilai sosial memengaruhi keterlibatan mereka dengan merek dan organisasi. Hal ini tentunya menandakan adanya keterikatan antara mahasiswa dengan pihak kampus.…”

“…Dari segi konten, studi terkait sebagian besar mencakup perilaku pra-pembelian dan perilaku pasca pembelian Xu et al, (2020), dan pentingnya interaksi dan sifat kreatif bersama dalam menghasilkan keterlibatan merek (Högberg et al, 2019). Namun menurut Merdiaty & Aldrin, (2022) agar di dunia perguruan tinggi mahasiswa dan alumni dapat memiliki brand engagement yang kuat terhadap kampus maka diperlukan aspek pengalaman dengan kampus yang baik. Oleh karena itu penelitian saat ini menggunakan variabel service quality yang memediasi pengaruh brand experience pada brand engagement.…”

The Impact of College Students’ Perceived Service Quality in the Context of Regional Integration of Education

“…Service quality consistently acts as a mediator in various situations (Marimon et al, 2019; Merdiaty & Aldrin, 2021). Expectations not only directly affect satisfaction but also indirectly through perceived quality.…”

Gamification Interaction Features in Language Learning Apps, Brand Engagement, and Brand-Consumer Relationship Quality

“…Research has established gamified interactions affirmatively influence brand attachment (Yang et al, 2022), brand experience (Merdiaty & Aldrin, 2022)), brand love (Hsu & Chen, 2018), brand responses (Lee & Ho., 2022), brand association (Nobre & Ferreira, 2017), brand equity (Kushwaha et al, 2020) and brand attitude (Yang et al, 2017). Despite extensive research on brand association with brand connection , a thorough investigation of the influence of gamification interactions on the brand-consumer relationship is limited (Koivisto & Hamari, 2019), especially regarding Language learning apps.…”