ABSTRACT
Social media are useful for escalating brand experience and engagement to the brand. This study aims to examine the impact of brand experience in MyXL Facebook brandpage toward consumer engagement. The variables that were used in this study include brand experience dimensions, which are perseptual, epistemic, social, and embodied experience. The data were collected from 100 respondent who followed XL Axiata on Facebook, using convenience sampling techniques. Descriptive analysis and multiple regression analysis were used as analytical tools to discuss the result. Results from this research show that respondents have a good perception on brand experience in the MyXL brand page. The study reveals that perceptual and epistemic experiences did not influence consumer engagement, while social and embodied experience influenced consumer engagement. The novelty of this study was using data from a consumer perspective that differed from previous study.
