• Rafif Eka Putra Universitas Indonesia
  • Arviansyah Arviansyah Universitas Indonesia


Saat ini, perusahaan semakin mencari cara untuk dapat berinteraksi dengan konsumen secara dekat dan personal untuk menciptakan brand experience yang baik di benak konsumen. Salah satu teknik yang semakin sering digunakan perusahaan adalah personalisasi oleh konsumen, dimana konsumen diberikan kesempatan untuk menciptakan produk dari berbagai pilihan yang disediakan agar sesuai dengan selera mereka. Dalam prosesnya, penelitian ini mengungkapkan pemahaman mengenai intensi konsumen untuk menggunakan platform personalisasi serta intensi mereka untuk membeli produk yang mereka personalisasi dalam platform tersebut.   Penelitian ini menemukan bahwa brand experience mendorong intensi konsumen untuk menggunakan platform personalisasi dan memediasi motivasi intrinsik dan ekstrinsik dengan intensi penggunaan.


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How to Cite
Putra, R., & Arviansyah, A. (2023). CUSTOMIZING YOUR VEHICLE : ANALISIS FAKTOR PENDORONG PERSONALISASI KENDARAAN BERMOTOR DI INDONESIA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 109-138.