Pengaruh Brand Experience Terhadap Brand Equity Dengan Brand Authenticity Sebagai Variabel Intervening Pada Konsumen Gen Z Merek Aerostreet Di Surakarta
DOI:
https://doi.org/10.37385/ceej.v6i6.9800Keywords:
Brand Equity, Brand Experience, Brand AuthenticityAbstract
Dalam kondisi persaingan usaha yang kian ketat serta pergeseran dinamika pasar yang terus berlangsung, penguatan Brand Equity menjadi tantangan strategis bagi perusahaan, termasuk merek lokal seperti Aerostreet. Generasi Z sebagai konsumen digital memiliki ketertarikan pada nilai, keaslian, serta pengalaman bermakna, sehingga perusahaan perlu memahami faktor-faktor yang membentuk persepsi mereka. Riset ini meneliti bagaimana Brand Experience memengaruhi Brand Equity sekaligus mengevaluasi peran Brand Authenticity sebagai variabel mediator pada konsumen Gen Z pengguna Aerostreet di Surakarta. Sebanyak 155 responden ditentukan dengan purposive sampling, Serta pengumpulan data dilakukan melalui penyebaran angket. Hasil analisis dengan SEM-PLS mengindikasikan bahwa Brand Experience memberikan dampak positif terhadap Brand Authenticity, sementara Brand Authenticity memiliki pengaruh signifikan terhadap Brand Equity. Selain itu, Brand Authenticity juga terbukti berperan menjadi mediator parsial di korelasi antara Brand Experience dengan Brand Equity.
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