The Strategic Role of Brand Equity and Customer Experience in Driving Promotional Success

Dina Lusianti; Ira Wakhidatin; Iwan Suroso

doi:10.55927/ajma.v5i2.16456

Authors

Dina Lusianti Universitas Muria Kudus
Ira Wakhidatin Universitas Muria Kudus
Iwan Suroso Universitas Muria Kudus

DOI:

https://doi.org/10.55927/ajma.v5i2.16456

Keywords:

Brand Image, Brand Quality, Customer Experience, Customer Value, Sales Promotion Success

Abstract

This study aims to analyze the influence of brand image, brand quality, customer experience, and customer value on the success of sales promotions (a study on The Users Of The Originote in Kudus). The study population was consumers in Kudus who had received promotions for The Originote products. The sample consisted of 150 respondents selected using a purposive sampling technique. Instrument testing used validity and reliability tests, while data analysis used multiple linear regression with SPSS version 26. The results showed that brand image, brand quality, customer experience, and customer value each had a positive and significant effect on the sales promotion success. Simultaneously, these four variables also had a positive and significant effect on the success of The Originote sales promotions in Kudus.

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