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

hana, Hana Diana Maria
Firdan Gusmara Kusumah

JURNAL MANAJEMEN BISNIS
Vol. 11 No. 2 (2024): September

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.