ANALISIS EFEKTIVITAS BRAND EXPERIENCE PADA PENGUNJUNG TOKO POP MART DI JAKARTA
Keywords:
Brand Experience, Sensory, Affective, Behavioral, IntellectualAbstract
Penelitian ini bertujuan untuk mengetahui efektivitas brand experience pada pengunjung toko Pop Mart di Jakarta. Menggunakan metode kuantitatif deskriptif dengan pengukuran skala Likert. Populasi yang digunakan adalah pengunjung toko Pop Mart di Jakarta. Teknik pengambilan sampel, yaitu purposive sampling dengan jumlah sampel sebanyak 96 responden yang diperoleh melalui penyebaran kuesioner secara daring melalui Google Form. Teknik analisis data dilakukan dengan bantuan software SPSS (Statistical Program for Social Science). Hasil penelitian menunjukkan brand experience berada pada kategori efektif dan baik, didukung oleh pengalaman sensory, affective, behavioral, intellectual,dan relational.
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