THE EFFECT OF BRAND EXPERIENCE ON BRAND EQUITY AND VISIT INTENTIONS IN VIRTUAL ALFAMIND STORE

Over the past decade, the retail industry has made a systematic transition, with the advent of online and mobile shopping, reshaping consumer behavior and business models around the world. The COVID-19 pandemic has changed consumer behavior in interacting with stores, so consumers will prefer virtual stores. To provide comprehensive empirical evidence for this study, the authors will review literature relevant to brand experience, their brand equity and visit intentions. Therefore, in this study, we will find out whether there is a positive influence of brand experience on brand equity and visit intentions. This study uses quantitative methods. Data was taken using Google Form which was distributed to 50 people for the preliminary study and 200 respondents for the actual research. Data collection was done by using convenience sampling. The data obtained was processed using the SmartPls 3.0 application. The results of this study indicate that there is a positive influence between sensory and brand equity. There is no positive influence between behavior on brand equity. There is a positive influence between emotional on brand equity. There is a positive influence between intellectual and brand equity. There is no positive influence between sensory and visit intentions. There is no positive influence between behavior on visit intentions. There is a positive influence between emotional on visit intentions. There is no positive influence between intellectual and visit intentions. There is a positive influence of brand equity on visit intentions.


INTRODUCTION
The COVID-19 pandemic has changed consumer behavior in interacting with stores, so consumers will prefer virtual stores. Virtual shopping platforms allow consumers to experiment with new value-added services. Offers such as live chat with store associates, virtual tours, quizzes and interactive games, and social shopping with friends are designed to make the online shopping experience as easy as possible. Buyers can assess and configure products in 3D, zoom in and out from various angles to evaluate product quality and suitability, and make purchases in real-time (Silversea Media Group, 2021). Companies can innovate by creating virtual stores, this can be done to overcome limitations due to current conditions, where people cannot come directly to the store.
Virtual shopping is an internet-based advancement that impacts consumer decision making. This innovation can be a strategy to change a company's inventory, enter new markets to attract new customers, and promote advertising in a competitive environment (Kumar, 2018). In the simplest terms, virtual tours bridge the gap between online and offline in-store. An experience will be created, and virtual tours can combine online and physical stores. Thus, it is not surprising that the use of virtual reality technology (virtual reality) is very large and growing, with an estimated 6 billion dollars in 2020 and an estimated 171 million users by the end of 2018 (Pizzi et al., 2019).
In the research conducted Fornari et al. (2016) explained that consumers will evaluate an online store better, if the store has an offline store, which in turn will increase brand equity. In simple terms, online and offline stores will complement each other rather than compete. An offline store can take advantage of technology by creating a virtual store (virtual store), where consumers can visit digitally (virtual tours), and feel as if they are visiting the store offline. By using 360-degree online media and applying virtual reality technology, consumers can visit without having to travel physically. Consumers can visit the store in a realistic environment, and can enhance their experience (Baek et al., 2020).
The purpose of this study is to determine the positive influence of sensory on brand equity, determine the positive influence of behavior on brand equity, determine the positive influence of emotional on brand equity, determine the positive influence of intellectual on brand equity, and determine the positive influence of sensory on visit intentions, to determine the positive impact between behavioral and visit intentions, to determine the positive influence between emotional and visit intentions, to determine the positive influence between intellectual and visit intentions, to determine the positive influence of brand equity on visit intentions customers. In addition, Alfamind provides the sensation of shopping like in a real store so that marketing products can be more interesting and fun and can provide a brand experience to consumers who visit. So that it will indirectly promote the store to other consumers and create brand equity and visit intentions. Traditional shops are experiencing a reduction in in-store customers as consumers spend more time buying online. Based on a well-known brand experience account, we suggest that a virtual tour of a store could influence brand equity and encourage store visit intentions, helping the industry in the omnichannel era.

Brand Experience
Brand Experience refers to internal consumer responses (e.g. sensations, feelings, and cognitions) subjectively and behavioral responses evoked by brand-related stimuli (Baek et al., 2020). Brand experience defined as the consumer's subjective internal responses (sensations, feelings, and cognitions) and behavioral responses induced at various levels of interaction, both direct and indirect, with brand-related stimuli (Gao & Lan, 2020). Brand experience are sensations, feelings, cognitions, and behavioral responses evoked by brandrelated stimuli that are part of the brand's design and identity, packaging, communication, and environment (Hepola et al., 2017).
There are four dimensions of brand experience from a multidimensional perspective (Baek et al., 2020): 1. Sensory Due to brand stimulation, consumers form a certain brand perception after experiencing the brand. Among the various brand stimuli, sensory stimuli are the main ones. For brand management, sensory stimuli appeal to the five human senses (sight, hearing, touch, smell, and taste) and have great potential to build strong and unique impressions in consumers' minds (Gao & Lan, 2020). Sensory experience refers to bodily sensations based on five sensory modalities, namely, visual, auditory, olfactory, taste and tactile senses (Baek et al., 2020). Brand Experience Sensory brands have received increasing attention from researchers, who have stated that sensory brand experiences can promote process and Brand Equity.

Behavioral
Behavioral experience refers to motor responses to stimuli, such as engaging in physical activity, lifestyle and interactions with brands (Baek et al., 2020).

Emotional
Emotional experience refers to the sentiments and emotions caused by the brand stimulus. Emotions also arise from cognitive assessments of events or one's own thoughts (Hepola et al., 2017). Emotions have an important role in the differentiation and provision of better experiences because emotions are mental states of readiness arising from the assessment of events that enable individuals to give meaning to brands (Moreira et al., 2017).

Intellectual
Intellectual experience refers to thought processes or the stimulation of ideas. Morgan-Thomas & Veloutsou (2013) used the concept of online brand experience to investigate individual responses to online brands. In this study, researchers will explore the brand experience evoked by a visit to a virtual store, which can be referred to as the experience of visiting a store. By visiting a virtual store, visitors will get a sensory, physical, emotional, and intellectual store experience.

Brand Equity
Brand equity is a brand advantage that has just been demonstrated by consumers and is a major determinant of brand success (Baek et al., 2020). Brand equity can be seen as the added value associated with a particular product by the thoughts, words and actions of consumers and the different consumer responses between branded and unbranded products when both have the same level of marketing arousal and product attributes (Hepola et al., 2017).

Visit Intentions
Consumers visit shopping centers for several reasons such as to socially communicate with others, to relax and have fun, to buy goods, and so on. All of these activities have a positive impact on their minds and affect their intention to visit again (Badar & Irfan, 2018).
According to Kusuma & Marta (2016), intention is one of the psychological aspects that has a considerable influence on behavioral attitudes and intentions are also a source of motivation that will direct someone to take an action. Leri & Theodoridis (2019) defines behavioral intention as the degree to which a person plans to do or not consciously perform some behavior in the future. Although behavioral intentions do not always lead to actual behavior, the stronger the intention, the more likely an individual is to perform certain behaviors. Clemens et al. (2009) explained that basically behavioral intentions are related to customer retention (length of relationship with customers) and customer loyalty. Wahyuningsih (2011) said that behavioral intentions occur when consumers buy a product or service for the second or more time at the same place, and it is because of this experience that consumers come back to make a purchase.

Brand Experience and Brand Equity
Many studies on the relationship between brand equity and brand experience have been carried out, such as that of Xixiang et al. (2016), Iglesias et al. (2019), and Shahzad et al. (2019). Consistent with the idea that brand experience positively affects brand-consumer relationships (Jones & Runyan, 2013). Brand equity can reflect consumers' thoughts, feelings, and actions towards brands, and thus in this study, researchers can explore how sensory, emotional, intellectual, and behavioral brand experiences shape brand equity. In particular, sensory experience was found to be an important determinant of brand equity (Baek et al., 2020).
Based on this, the hypotheses proposed in this study are as follows H1a = There is a positive influence between sensory on brand equity H1b = There is a positive influence between behavior on brand equity H1c = There is a positive influence between emotional and brand equity H1d = There is a positive influence between intellectual and brand equity

Brand Experience and Visit Intentions
Brand experience can positively influence consumers' willingness to shop with a brand. In an online context where a computer-mediated environment enables real-time brand interactivity and experience (Baek et al., 2020). The emergence of positive emotions, such as excitement, excitement, and pleasure, may depend on the consumer's prior recommendations during a store visit. That is, the previous consumer experience with the store can reduce novelty for new consumers who visit the store for the second or next time through the virtual store (Jin et al., 2021).
Based on this, the hypotheses proposed in this study are as follows: H2a = There is a positive influence between sensory on visit intentions H2b = There is a positive influence between behavior on visit intentions H2c = There is a positive influence between emotional and visit intentions H2d = There is a positive influence between intellectual and visit intentions

Brand Equity and Visit Intentions
Brand equity is an important driver of behavioral intention. The definition itself involves a consumer's predilection for a brand that can lead to a preference or purchase intention because of the added value to its brand name (Baek et al., 2020). The virtual experience of the store will build the brand equity of the destination and consequently, the brand equity will lead to their intention to visit the store.
Based on this, the hypotheses proposed in this study are as follows:

Types of research
The type of research used is quantitative research with an explanatory format. Explanation is intended to explain a generalization of the sample to the population, or explain the relationship, difference or influence of one variable on another. Therefore, research with an explanatory format uses samples and hypotheses in the research. Research with this explanatory format can be done through surveys (Abdullah, 2015).

Research Design
The research design used is a causality research design. Causality research design is a research design designed to examine the possibility of a causal relationship between variables. In this design, the causal relationship is generally predictable by the researcher, so that the researcher can state the classification of causal variables, intermediate variables, and dependent or dependent variables (Abdullah, 2015).

Population and Sample
This research uses purposive sample. Sampling aims (purposive sample) is not based on strata, random, or region, but is based on a specific goal. The use of this technique is usually done due to several considerations, including due to limited time, energy, and cost, so it is not possible to take large and distant samples (Abdullah, 2015). The following criteria are used for sampling, as follows: 1. Alfamind application users who live in Jakarta and surrounding areas 2. Have been using the Alfamind app for the last 1 year According to Raykov & Marcoulides (2006), the sample gain can be calculated using a method by multiplying the number of indicators by 10 times. Based on this study, which uses 20 indicators, the sample taken is the number of parameters or indicators multiplied by 10. The minimum number of samples in this study is 20 (indicators) multiplied by 10, namely 200 respondents, namely Alfamind application users in Jakarta and Tangerang.

Data analysis technique
The data analysis technique in this research is SEM analysis. Equation modeling Structural Equation Modeling (SEM) is a statistical technique for testing and estimating causal relationships using a combination of statistical data and qualitative causal assumptions (Abdullah, 2015). SEM is a further development of Path analysis. In the SEM method the causality relationship between exogenous variables and endogenous variables can be determined more completely. By using SEM, not only can the causality relationship (direct and indirect) on the observed variables or constructs be detected, but also the components that contribute to the formation of the construct can be determined. Thus the causal relationship between the variables or constructs that we are studying becomes more informative, complete, and accurate (Abdullah, 2015).

Research Result Demographic Profile
In this study, the questionnaire was distributed to users of the Alfamind Store application in Jakarta, through the dissemination of questionnaires, obtained respondent profiles based on gender, age, occupation and the number of times respondents visited the Alfamind application in the last 6 months.
Gender. Based on gender, out of a total of 200 respondents, there were 69 respondents who were male (34.5%) and 131 respondents were female (65.5%). Thus, it can be concluded that the majority of respondents to this study are female. The percentage of the number of respondent profiles by gender can be seen in the following table: Age. Based on age, out of a total of 200 respondents, there were 62 respondents (31%) aged 18-25 years, as many as 111 respondents (5.5%) aged 26-33 years and as many as 27 respondents (13.5%) aged > 33 years. Thus, it can be concluded that the majority of respondents to this study have the age of 26-33 years. The percentage of the number of respondents' profiles by age can be seen in the following table: Work. Based on employment, out of a total of 200 respondents, 8 respondents (4%) were students, 103 respondents (51.5%) were students, and 89 respondents (44.5%) were others. Thus, it can be concluded that the majority of respondents to this study have jobs as students. The percentage of the number of respondent profiles based on the last education can be seen in the following table: At this stage, a validity test is carried out using SmartPLS. The validity test carried out is the validity of the construct. Testing the validity of the construct can be carried out by paying attention to the strongness of the correlation between the construct and the construct-forming indicators, as well as its weak relationship with other constructs.

Outer Model
The outer value of the model can be seen from the loading factor for each construct indicator. The rule of thumb used to assess reliability is that the value of the loading factor must be greater than 0.7.

Heterotrait-Monotrait Ratio (HTMT)
The next discriminant validity test uses the Heterotrait-Monotrait Ratio (HTMT), which is the value used to measure the validity of construct discriminants measured reflectively compared to other construct sizes in the same model (Hair et al., 2021). HTMT is defined as the average value of the indicator correlation across constructs (i.e., heterotraiteheteromethod correlation) relative to the average (geometric) of the mean correlation for indicators measuring the same construct (i.e., monotraite-heteromethod correlation) (Hair et al., 2021).  Furthermore, HTMT measurements are carried out by bootstraping to obtain a confidence interval that allows an assessment of whether the value differs significantly from a certain threshold (Hair et al., 2021). Here is the calculation of HTMT after bootstrapping. The data above explains that it has a good discriminate validity value, because the Heterotrait-Monotraite Ratio (HTMT) value is still within the range of HTMT values < 0.9. However, the sensory variable Heterotrait-Monotrait Ratio (HTMT) value is still in the range of 0.9-1, so it can be said that the discriminant validity value is not good.

Q2 Predictive Relevance
Q2 predictive relevance is used to present the synthesis of validation and fitting functions with predictions from manifest variables and estimates from construct parameters. Q2 Predictive Relevance values of 0.002, 0.15 and 0.35 indicate that the model is weak, moderate, strong. The value of Q2 > 0 indicates that the model has predictive relevance, while Q2 < 0 indicates that the model lacks predictive relevance (Ghozali & Latan, 2015). The value of Q2 can be seen in the following table.

Structural Model Testing
Testing of the inner model or structural model is carried out to see the relationship between the construct, significance value and R-square of the research model. The structural model was evaluated using R-square for the dependent construct of the t-test and the significance of the coefficients of the structural path parameters.

R-Square Test Results
In assessing the model with PLS, it begins by looking at the R-square for each dependent latent variable. Table 9 is the result of R-square estimation using SmartPLS.

Hypothesis Testing Results
Hypothesis testing is used to test the effect of exogenous variables (x) on endogenous variables (y) by looking at the t-values on each path. The t-count value is obtained from the results of data processing using a procedure called bootstrapping, SmartPLS can produce t-Statistics of Path Coefficients (Inner Model) and T-Statistics of Outer Loadings to test the significance of the structural model and measurement model. By using a one-sided t-table, a significance level of 5%, it is known that the t-table, which is 1.65, the path coefficient will be said to be significant if the t-statistic is greater than t-table and is said to be insignificant if the t-statistic is smaller than t-table. From the hypothesis test, it produces the inner model as follows:

Discussion
This research is a model replication study of the model used by Baek et al. (2020). With the following results:

Discussion of Hypothesis 1a
The results of the research on the first hypothesis, namely "Brand Experience has a positive effect on Brand Equity" indicate that the results obtained are the influence between Sensory on Brand Equity is significant with a t-statistic of 6.443 > 1.65, then hypothesis 1a is accepted.
The direction of the relationship between Sensory and Brand Equity is positive with the original sample estimate value of 0.458, where if Sensory increases by one scale unit, it can increase Brand Equity by 0.458 scale unit.
The results of this study are statistically accepted, but are not supported by research by Baek et al. (2020). Research conducted by Baek et al. (2020) shows that the sensory dimension has no effect on brand equity, while in this study, the sensory dimension has an influence on brand equity. This shows that Alfamind visitors have a visual impression as an addition to brand equity. The results of this study are also new findings that can be used as a reference for further research.

Discussion of Hypothesis 1b
The results obtained from the influence of Behavioral on Brand Equity are not significant with a t-statistic of 1.129 < 1.65, so hypothesis 1b is rejected. The direction of the relationship between Behavioral and Brand Equity is negative with the original sample estimate value is -0.079, where if Behavior increases by one scale unit, it can reduce Brand Equity by 0.079 scale unit.
The results of this study were statistically rejected, but supported by research by Baek et al. (2020). Research conducted by Baek et al. (2020) shows that the behavioral dimension also has no effect on brand equity. The results of this study indicate that the Alfamind application cannot be used as brand equity because it is likely that respondents are more comfortable coming directly to a physical store or using other e-commerce sites that already have reliable brand equity.

Discussion of Hypothesis 1c
The results obtained from the effect of Emotional on Brand Equity is significant with a t-statistic of 7.178 > 1.65, so hypothesis 1c is accepted. The direction of the relationship between Emotional and Brand Equity is positive with the original sample estimate value of 0.336, where if Emotional increases by one scale unit, it can increase Brand Equity by 0.336 scale units.
The results of this study are consistent with research by Baek et al. (2020). This shows that visiting Alfamind creates experiences and opinions for brand evaluation by consumers.

Discussion of Hypothesis 1d
The results obtained from the influence between Intellectual on Brand Equity is significant with a t-statistic of 5.326 > 1.65, so hypothesis 1d is accepted. The direction of the relationship between Intellectual and Brand Equity is positive with the original sample estimate value, namely 0.268, where if Intellectual increases by one scale unit, it can increase Brand Equity by 0.268 scale unit The results of this study are consistent with research by Baek et al. (2020). This shows that visiting Alfamind adds brand equity to Alfamind by creating curiosity and providing solutions to consumer problems.
Simultaneously, the results show that the relationship between brand equity and brand experience is consistent with the idea that brand experience positively affects brandconsumer relationships (Jones & Runyan, 2013), although in some dimensions the Brand Experience shows different results. Brand equity can reflect consumers' thoughts, feelings, and actions towards brands, and thus in this study, researchers can explore how sensory, emotional, intellectual, and behavioral brand experiences shape brand equity. In particular, sensory experience was found to be an important determinant of brand equity (Baek et al., 2020).

Discussion of Hypothesis 2a
The results of the research on the second hypothesis, namely "Brand Experience has a positive effect on Visit Intentions" indicate that the results obtained from the influence of Sensory on Visit intentions are not significant with a t-statistic of 1.101 < 1.65, so hypothesis 2a is rejected. The original sample estimate value is positive, namely 0.082, where if Sensory increases by one scale unit, it can increase Visit intentions by 0.082 scale units The results of this study are not consistent with the research by Baek et al. (2020). Research conducted by Baek et al. (2020) shows that the sensory dimension has an influence on visit intentions, while in this study, the sensory dimension has no effect on visit intentions. This shows that Alfamind visitors do not have a visual impression when visiting the Alfamind application. The results of this study are also new findings that can be used as a reference for further research.

Discussion of Hypothesis 2b
The results obtained from the influence between Behavioral and Visit intentions are not significant with a t-statistic of 1.321 < 1.65, so hypothesis 2b is rejected. The original sample estimate value is positive, namely 0.078, where if Behavior increases by one scale unit, it can increase Visit intentions by 0.078 scale unit.
The results of this study are not consistent with the research by Baek et al. (2020). Research conducted by Baek et al. (2020) shows that the behavioral dimension has an influence on visit intentions, while in this study, the behavioral dimension has no effect on visit intentions. The results of this study indicate that visiting Alfamind cannot be used as a habitual behavior because it is possible that respondents are more comfortable coming directly to physical stores. In addition, respondents also visited Alfamind not based on their own desires, meaning that respondents visited because of encouragement from other people. The results of this study are also new findings that can be used as a reference for further research.

Discussion of Hypothesis 2c
The results obtained from the influence between Emotional and Visit intentions are not significant with a t-statistic of 6.996 > 1.65, so hypothesis 2c is accepted. The original sample estimate value is positive, namely 0.371, where if Emotional increases by one scale unit, it can increase Visit intentions by 0.371 scale units.
The results of this study are accepted, but not supported by research by Baek et al. (2020). Research conducted by Baek et al. (2020) shows that the emotional dimension has no effect on visit intentions, while in this study, the emotional dimension has an influence on visit intentions. This shows that consumers who visit Alfamind feel emotionally strong when visiting Alfamind.

Discussion of Hypothesis 2d
The results obtained from the influence between Intellectual on Visit intentions are significant with a t-statistic of 1.448 < 1.65, so hypothesis 2d is rejected. The original sample estimate value is negative, namely -0.063, where if Intellectual increases by one scale unit, it can reduce Visit intentions by 0.063 scale unit.
The results of this study were rejected, but consistent with the research by Baek et al. (2020). This shows that visiting Alfamind does not fully describe curiosity and solutions to consumer problems as a whole.
Simultaneously, the research results show that Brand Experience can affect the Visit intentions of Alfamind application users, although several dimensions of Brand Experience show different results. Because after all, virtual stores cannot fully describe their store environment through their website or in reality. The emergence of positive Brand Experiences, such as excitement, excitement, and pleasure, may depend on the consumer's previous recommendations when visiting the store. That is, the previous consumer experience with the store can reduce novelty for new consumers who visit the store for the second or next time through the virtual store (Jin et al., 2021). Indonesian Marketing Journal Vol. 2, No. 1, April 2022 Faculty of Economics and Business Pelita Harapan University

Discussion of Hypothesis 3
The results of the research on the third hypothesis, namely "Brand Equity has a positive effect on Visit intentions" indicate that the influence of Brand Equity on Visit intentions is significant with a t-statistic of 8.062 > 1.65, so hypothesis 3 is accepted. The original sample estimate value is positive, namely 0.495, where if Brand Equity increases by one scale unit, it can increase Visit intentions by 0.495 scale unit.
The results of this hypothesis are in line with the results of the hypothesis from previous research conducted by Baek et al. (2020). Brand Equity is an important driver of behavioral intention. The definition itself involves a consumer's predisposition to a brand that can lead to a preference or purchase intention because of the added value to its brand name (Baek et al., 2020). The results of this study indicate that consumers feel that the Alfamind application is a better application than other applications when consumers visit the Alfamind application.

Conclusion
Based on the analysis obtained through SmartPLS, the following conclusions can be drawn: 1. H1a = There is positive influence between sensory on brand equity with t-statistic of 6.443 > 1.65. The direction of the relationship between Sensory and Brand Equity is positive with the original sample estimate value of 0.458, so hypothesis 1a is accepted but not supported. This means that Alfamind visitors have a visual impression as an addition to brand equity. 2. H1b = There is no positive effect between behavior on brand equity with a t-statistic of 1.129 < 1.65. The direction of the relationship between Behavioral and Brand Equity is negative with the original sample estimate value of -0.079, so hypothesis 1b is rejected but supported. This means that the Alfamind application cannot be used as brand equity because it is possible that respondents are more comfortable coming directly to physical stores. 3. H1c = There is positive influence between emotional on brand equity with t-statistic of 7.178 > 1.65. The direction of the relationship between Emotional and Brand Equity is positive with the original sample estimate value of 0.336, so hypothesis 1c is accepted and supported. This means that visiting Alfamind creates experiences and opinions for brand evaluation by consumers. 4. H1d = There is positive influence between intellectual on brand equity with t-statistic of 5.326 > 1.65. The direction of the relationship between Intellectual and Brand Equity is positive with the original sample estimate value of 0.268, so hypothesis 1d is accepted and supported. This means that visiting Alfamind adds brand equity to Alfamind by creating curiosity and providing solutions to consumer problems. 5. H2a = There is no positive influence between sensory on visit intentions with a t-statistic of 1.101 < 1.65 and the original sample estimate value is positive, namely 0.082, so hypothesis 2a is rejected and not supported. This means that Alfamind visitors do not have a visual impression when visiting the Alfamind application. 6. H2b = There is no positive effect between behavior on visit intentions with a t-statistic of 1.321 < 1.65 and the original sample estimate value is positive, namely 0.078, so hypothesis 2b is rejected and not supported. This means that visiting Alfamind cannot yet be used as a habitual behavior because it is likely that respondents are more comfortable coming directly to physical stores. 7. H2c = There is positive influence between emotional on visit intentions with a t-statistic of 6.996 > 1.65 and the original sample estimate value is positive, namely 0.371, so hypothesis 2c is accepted but not supported. This means that consumers who visit Alfamind feel emotionally strong when visiting Alfamind. 8. H2d = There is no positive influence between intellectual and visit intentions with a tstatistic of 1.448 < 1.65 and the original sample estimate value is negative, namely -0.063, so the 2d hypothesis is rejected but supported. This means that visiting Alfamind does not fully describe curiosity and solutions to consumer problems as a whole. 9. H3 = There is positive influence of brand equity on visit intentions with a t-statistic of 8.062 > 1.65 and the original sample estimate value is positive, namely 0.495, so hypothesis 3 is accepted and supported. This means that consumers feel that the Alfamind application is a better application than other applications when consumers visit the Alfamind application.

Managerial Implications
Based on the results of this study, the results of the managerial implications are expected to contribute recommendations to the company, namely: Sensorily, companies facing a decline in store visitors could benefit from this research by incorporating engaging, more experience-oriented content into brand communications. Providing consumers with a sensory and behavioral brand experience can help drive visits to virtual stores.
Behaviorally, Alfamind can introduce virtual stores through social media by providing promotions such as easy payment methods, guarantee after sales, discounts and others. The move can also build new stores without the expensive investment of reaching customers, so they can serve as positive virtual experiences that promote visit intent.
Emotionally, companies can also provide virtual tours interactively 360 degrees to customers through their mobile applications. Providing an unforgettable virtual tour experience that will create strong opinions and feelings, it can increase brand equity and ultimately promote visit intentions.
Intellectually, basically, the Alfamind app is easy to adopt and compatible with most devices (e.g. computer screens and mobile phones). So that it can make it easier for consumers and provide solutions to consumer problems. It can be maintained and improved. Thus, this technique allows a great opportunity to promote a store.
It is hoped that further research can be carried out using probability sampling techniques, where all elements of the population have the same opportunity to be selected as samples. Thus, the results of the study can be generalized.