The Role of Experiential Marketing in Building Brand Equity and Customer Loyalty of MSMEs in the Digital Age : A Case Study on International Markets

Muhammad Tody Arsyianto ; Sudarmiatin Sudarmiatin
International Journal of Management Science and Bu... 📅 2025 Vol 2, No 2 🔗 DOI: 10.70062/harmonymanagement.v2i2.205
Abstract
MSMEs face complex challenges in building brand equity and customer loyalty in the digital era, where global competition and dynamic consumer preferences require innovative marketing strategies (Lasrado et al., 2022). This research aims to analyse the role of experiential marketing in improving brand equity and customer loyalty of MSMEs in international markets, with case studies on the creative sector (fashion/culinary) in three regions: ASEAN, Middle East, and Europe. Using an explanatory quantitative approach, data was collected from 400 active customers through a structured questionnaire and analysed with SEM-AMOS. Results show experiential marketing has a significant effect on brand equity. Practical implications include data analytics-based budget allocation recommendations and cultural adaptation in marketing strategies. The findings contribute to the global MSME digital marketing literature and offer operational guidance for businesses.
Keywords
Brand Equity; Customer Loyalty; Digital Era; Experiential Marketing; MSMEs
How to Cite

Muhammad Tody Arsyianto & Sudarmiatin Sudarmiatin (2025). The Role of Experiential Marketing in Building Brand Equity and Customer Loyalty of MSMEs in the Digital Age : A Case Study on International Markets. International Journal of Management Science and Business, 2(2). https://doi.org/10.70062/harmonymanagement.v2i2.205

Muhammad Tody Arsyianto; Sudarmiatin Sudarmiatin, "The Role of Experiential Marketing in Building Brand Equity and Customer Loyalty of MSMEs in the Digital Age : A Case Study on International Markets," International Journal of Management Science and Business, vol. 2, no. 2, 2025.

Muhammad Tody Arsyianto; Sudarmiatin Sudarmiatin. "The Role of Experiential Marketing in Building Brand Equity and Customer Loyalty of MSMEs in the Digital Age : A Case Study on International Markets." International Journal of Management Science and Business, vol. 2, no. 2, 2025.

Muhammad Tody Arsyianto; Sudarmiatin Sudarmiatin. "The Role of Experiential Marketing in Building Brand Equity and Customer Loyalty of MSMEs in the Digital Age : A Case Study on International Markets." International Journal of Management Science and Business 2, no. 2 (2025).

Muhammad Tody Arsyianto & Sudarmiatin Sudarmiatin (2025) 'The Role of Experiential Marketing in Building Brand Equity and Customer Loyalty of MSMEs in the Digital Age : A Case Study on International Markets', International Journal of Management Science and Business, 2(2). doi: 10.70062/harmonymanagement.v2i2.205.

Muhammad Tody Arsyianto; Sudarmiatin Sudarmiatin. The Role of Experiential Marketing in Building Brand Equity and Customer Loyalty of MSMEs in the Digital Age : A Case Study on International Markets. International Journal of Management Science and Business. 2025;2(2).

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