The Role of Brand Experience in Willingness to Pay: An Online Transportation Case

Abstract

The government's involvement in regulating online transportation fares triggered by complaints from conventional transportation makes it important for a company to make an appropriate strategy so that consumer willingness is maintained. This study aimed at examining the efforts made by companies to maintain a willingness to pay by providing an unforgettable brand experience. Linear regression analysis technique was used to determine the effect of brand experience on willingness to pay. This analysis is based on 110 respondents through a survey technique with a questionnaire. The results showed that brand experience and customers' willingness to pay were still considered in the category of very good and good. This was strengthened by the indicators of identity and packaging on brand experience and the number of products and service quality for willingness to pay. In this study, brand experience positively and significantly affected willingness to pay. Many internal and external factors must be investigated to develop knowledge further.