Proceedings of the Third Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2019)

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Effect of Customer Brand Engagement, Customer Satisfaction and Brand Love, to Customer-Based Brand Equity on Brand Honda Motorcycle in Faculty of Economic in Universitas Negeri Padang

Authors
Meirani Meirani, Abror
Corresponding Author
Meirani Meirani
Available Online September 2019.
DOI
10.2991/piceeba-19.2019.40How to use a DOI?
Keywords
Customer Brand Engagement, Customer Satisfaction, Brand Love, Customer-Based Brand Equity
Abstract

This study examine the effects of customer brand engagement on brand love, the effect of customer brand engagement on customer satisfaction, the impact of customer satisfaction on brand love, the effect of customer brand engagement on customer-based brand equity, the effect of customer satisfaction on customer based brand equity, and the influence of brand love on customer-based brand equity. The population of this study are the students of Faculty of Economics Universitas Negeri Padang who use Honda motorcycle. We collected the data from 300 respondents. We used survey with questionnaires as the data collection method. The data were analyzed by using Structural Equation Modeling (SEM) with Smart PLS 3.0. The results showed that1) Customer brand engagement significant effect on brand love 2) Customer brand engagement significantly affects customer satisfaction, 3) Customer satisfaction significantly influences brand love, 4) Customer brand engagement has significant effect on customer-based brand equity, 5) Customer satisfaction significantly influences customer-based brand equity, and 6) brand love has a significant effect on customer based brand equity.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the Third Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
September 2019
ISBN
978-94-6252-797-3
ISSN
2352-5428
DOI
10.2991/piceeba-19.2019.40How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Meirani Meirani
AU  - Abror
PY  - 2019/09
DA  - 2019/09
TI  - Effect of Customer Brand Engagement, Customer Satisfaction and Brand Love, to Customer-Based Brand Equity on Brand Honda Motorcycle in Faculty of Economic in Universitas Negeri Padang
BT  - Proceedings of the Third Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2019)
PB  - Atlantis Press
SP  - 485
EP  - 496
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba-19.2019.40
DO  - 10.2991/piceeba-19.2019.40
ID  - Meirani2019/09
ER  -