The Role of Customer Experience in Increasing Brand Equity in the E-Commerce Industry

Authors

  • Dhea Adista Amanda Universitas Swadaya Gunung Jati, Jawa Barat, Indonesia
  • Nabila Fauziah Universitas Swadaya Gunung Jati, Jawa Barat, Indonesia
  • Misbak Universitas Swadaya Gunung Jati, Jawa Barat, Indonesia

DOI:

https://doi.org/10.38035/gijtm.v3i2.447

Keywords:

Customer Experience, Brand Equity, E-commerce, Reliability, Personalization, Customer Loyalty

Abstract

This study aims to analyze the role of customer experience in building brand equity in the e-commerce industry in Indonesia. Using a descriptive and explanatory quantitative approach, this study involved 400 respondents who were selected through purposive sampling techniques. Data were collected through a five-point Likert scale-based questionnaire and analyzed using multiple linear regression as well as path analysis. The results showed that all dimensions of customer experience, namely reliability, personalization, ease of use, speed of service, and interaction, had a significant influence on brand equity (p < 0.05). The reliability dimension exerts the greatest influence with a total effect of 0.40, followed by personalization with a total effect of 0.31. The study confirms that a positive customer experience can increase brand awareness, loyalty, and brand image, ultimately strengthening a company's position in the market. Strategic recommendations include improved reliability through logistics optimization, AI-based personalization, intuitive interface design, intensive customer interaction, and responsive customer service. This research contributes to the academic literature by providing empirical evidence in the context of Indonesian e-commerce and serves as a guide for companies to improve competitiveness through customer experience optimization.

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Published

2025-07-19

How to Cite

Dhea Adista Amanda, Nabila Fauziah, & Misbak. (2025). The Role of Customer Experience in Increasing Brand Equity in the E-Commerce Industry. Greenation International Journal of Tourism and Management, 3(2), 215–224. https://doi.org/10.38035/gijtm.v3i2.447