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This Author published in this journals
All Journal IJEBD (International Journal Of Entrepreneurship And Business Development)
Michael Swintio Halim
Parahyangan Catholic University
Economics, Econometrics & Finance

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The Role of Personal Branding and Customer Experience at Warung Kopi Asiang Pontianak Michael Swintio Halim; Daniel Hermawan*
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 5 No 1 (2022): January 2022
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (279.275 KB) | DOI: 10.29138/ijebd.v5i1.1579

Abstract

Purpose: The purpose of this research is to analyze the role of personal branding and customer experience at Warung Kopi Asiang Pontianak. Design/methodology/approach: The method used is a quantitative method using questionnaire to 100 respondents with convenience sampling technique. Findings: The results showed that customer experience have a contribution in purchase decision at Warung Kopi Asiang Pontianak. However, personal branding that build based on Asiang as owner no give significant contribution in purchase decision. Research limitations/implications: This research is limited to Warung Kopi Asiang in Pontianak. Practical implications: This research can give a comprehensive perspective about personal branding and customer experience in heritage coffee shop. Originality/value: This paper is original. Paper type: Research paper.
Co-Authors Daniel Hermawan