ABSTRAKPenelitian ini memiliki fokus untuk mengkaji ekuitas merek The Goods Deptdengan menggunakan pendekatan customer experience. Penelitian ini difokuskanpada dua aspek ekuitas merek brand awareness dan brand image. Penelitian inimenggunakan pendekatan kualitatif deskriptif dengan metode studi kasus.Informan utama merupakan pelanggan The Goods Dept. Sumber data diperolehdari wawancara, pengamatan, dan dokumentasi. Hasil penelitian inimenggambarkan bagaimana para informan mengkontruksi ekuitas The GoodsDept berdasarkan customer experience sebagai department store bercitrakanlifestyle store dan merupakan representasi kaum urban Jakarta. Penelitian ini jugadiharapkan menyumbang kajian lebih lanjut akan customer experience dalamekuitas merek, Secara praktis, kajian ini diharapkan bermanfaat bagi industriretail bagaimana perencanaan strategi branding berbasiskan pengalamanpelanggan, menghadapi kompetisi bisnis ritel fashion yang sangat kompetitif.

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ABSTRACTThis research focused on assessing brand equity The Goods Dept due to customerexperience. This study focused on two aspects of brand equity: brand awarenessand brand image. This research used a qualitative approach with a descriptivecase study method. The customer is the key informants Goods Dept. Sources ofdata obtained from interviews, observations, and documentation. The results ofthis study illustrate how the informants construct equity The Goods Dept. Base oncustomer experience The Goods Dept perceive as a lifestyle store and arepresentation of the Jakarta urban community. This study is also expected tocontribute to further studies will customer experience in brand equity, in practicalterms, this study is expected to benefit the retail industry how branding strategyplanning based on customer experience, the face of competition retail business ishighly competitive fashion.