THE IMPACT OF BRAND EXPERIENCE TOWARDS CUSTOMER EXPERIENTIAL VALUE AND BRAND PERSONALITY AS INTERVENING VARIABLE AT UNIQLO (CASE STUDY OF UNIQLO TAMAN ANGGREK BRANCH)

Abstract

UNIQLO is one of the leading fashion brand in Indonesia under the auspices of PT. Fast Retailing Indonesia. The purpose of this study is to explain the impact of brand experience indirectly towards customer experiential value through brand personality of customers at UNIQLO Taman Anggrek Branch. In this research, the writer uses quantitative and associative method. Data collecting method used in this study is questionnaire that distributed to 82 people who had become the customers of UNIQLO Taman Anggrek Branch. Data processing method used in this study is Path Analysis. The result of this study shows that Brand experience has a significant impact towards brand personality of customers at UNIQLO Taman Anggrek Branch, Brand personality has a significant impact towards customer Experiential value of customers at UNIQLO Taman Anggrek Branch, and Brand experience has a significant impact towards customer Experiential value of customers at UNIQLO Taman Anggrek Branch. UNIQLO Taman Anggrek Branch are advised to retain the neatness and cleanliness of the store as well as the uniqueness of the store layout and to retain the quality of their products and services, and also because of majority of respondents agreed that UNIQLO Taman Anggrek Branch’s product meets the user’s needs.