Work

The Role of Experiential and Viral Marketing Strategies in Increasing Brand Equity in Consumer Purchase Decisions for Tasikmalaya City Online Food Delivery Services

Year: 2024

Type: article

Abstract: This study uses a descriptive quantitative approach with data collection through questionnaires and interviews from 400 respondents. Data analysis was carried out with a combination of exploratory and confirmatory factor analysis (CFA) and model feasibility testing using SEM-AMOS with the Service-Dominant Logic (SDL) approach. The results of the study indicate that experiential marketing and viral marketing have a positive and significant influence on brand equity and consumer purchasing decisions. In addition, increasing brand equity also has a positive impact on purchasing decisions. This study provides a practical contribution to the development of marketing strategies in the online food delivery service industry by emphasizing the importance of integration and interaction in creating value for customers.

Source: JURNAL MANAJEMEN BISNIS

DOI: 10.33096/jmb.v11i2.921

Authors: Hana Diana Maria Hana, Firdan Gusmara Kusumah

Institution: Universitas Bakti Tunas Husada

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

Funders: Kementerian Pendidikan, Kebudayaan, Riset, dan Teknologi, Direktorat Jenderal Pendidikan Tinggi

Awards: G2519718815, G3752932125, G8354202944