Pengaruh Keterlibatan Pelanggan Pada Merek dan Pengalaman Dengan Merek Terhadap Ekuitas Merek Pada Internet Banking Versi Top Brand Award

The study was conducted to identifying the role of customer brand engagement and brand experience to brand equity on internet banking which is included in top brand award that is Klik BCA, Mandiri internet banking, BRI internet banking dan BNI internet banking partially and simultaneously. This study used purposive sampling technic by collecting primarily source from internet banking top brand award version users. Total sample of this study are 132 respondents, located in Surabaya, Indonesia. The statistic method used in this study was Partial Least Squares Structural Equation Modeling (PLS-SEM) with the program WarpPLS 6.0. The results show that customer brand engagement has a significant positive correlation with brand experience. Brand experience is also correlated significantly positive to brand satisfaction.In addition, brand experience correlate positively but insignificantly to brand loyalty. Another result is that the significantly positive correlation between customer brand engagement with brand satisfaction and brand loyalty is mediated by brand experience. Moreover, brand satisfaction has a significantly positive correlation to brand loyalty, and brand loyalty has a significantly positive correlation to Brand Equity. Key words: Customer Brand Engagement, Brand Experience, Brand Satisfaction, Brand Loyalty, Brand Equit