DAMPAK PENGALAMAN MEREK TERHADAP EKUITAS MEREK DENGAN EFEK MEDIASI EMOSI HEDONIS, EMOSI UTILITARIAN, DAN KEPRIBADIAN MEREK

This study aims to examine and or find out how the impact of brand experience on equity
with mediating effects of hedonic emotions, emotional utilitarian brands, and communication
brands on Nike Air Jordan shoes. The subjects in this study were the general public aged 17 years
or older, who lived in the Special Region of Yogyakarta and liked basketball. In this study a sample
of 200 respondents were selected using purposive sampling method. The analytical tool used is
Structural Equation Modeling (SEM) using AMOS 24.0 software.
Based on the analysis that has been done, the results show that brand experience has a
significant effect on brand equity, brand experience significantly affects hedonic emotions, brand
experience significantly affects utilitarian emotions, brand experience significantly affects brand
personality, hedonic emotions significantly mediates brand experience and brand equity,
utilitarian emotion significantly mediates brand experience and brand equity, brand personality
significantly influences brand experience and brand equity.