Effect of Customer Brand Engagement, Customer Satisfaction and Brand Love, to Customer-Based Brand Equity on Brand Honda Motorcycle in Faculty of Economic in Universitas Negeri Padang

This study examine the effects of customer brand engagement on brand love, the effect of customer brand engagement on customer satisfaction, the impact of customer satisfaction on brand love, the effect of customer brand engagement on customer-based brand equity, the effect of customer satisfaction on customer based brand equity, and the influence of brand love on customer-based brand equity.The population of this study are the students of Faculty of Economics Universitas Negeri Padang who use Honda motorcycle.We collected the data from 300 respondents.We used survey with questionnaires as the data collection method.The data were analyzed by using Structural Equation Modeling (SEM) with Smart PLS 3.0.The results showed that1) Customer brand engagement significant effect on brand love 2) Customer brand engagement significantly affects customer satisfaction, 3) Customer satisfaction significantly influences brand love, 4) Customer brand engagement has significant effect on customer-based brand equity, 5) Customer satisfaction significantly influences customer-based brand equity, and 6) brand love has a significant effect on customer based brand equity.