ABSTRAK PENGARUH BRAND EXPERIENCE TERHADAP BRAND EQUITY DAN VISIT INTENTIONS PADA TOKO VIRTUAL ALFAMIND (70 halaman + lampiran ) Selama dekade terakhir ini, industri ritel telah melakukan transisi sistematis, dengan munculnya belanja online dan seluler, sehingga membentuk kembali perilaku konsumen dan model bisnis di seluruh dunia. Adanya Pandemi COVID-19 telah mengubah perilaku konsumen berinteraksi dengan toko, sehingga konsumen akan lebih memilih virtual store. Untuk memberikan bukti empiris yang komprehensif untuk penelitian ini, penulis akan meninjau literatur yang relevan dengan pengalaman merek (brand experience), ekuitas mereka (brand equity) dan niat berkunjung (visit intentions). Oleh karena itu dalam penelitian ini akan mencari tahu apakah terdapat pengaruh positif brand experience terhadap brand equity dan visit intentions. Penelitian ini menggunakan metode kuantitatif, data diambil dengan menggunakan Google Form yang disebarkan kepada 50 orang untuk studi pendahuluan dan 200 responden untuk penelitian actual. Pengambilan data dilakukan dengan menggunakan convenience sampling. Data yang diperoleh diolah dengan menggunakan aplikasi SmartPls 3.0. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif antara sensory terhadap brand equity. Tidak terdapat pengaruh positif antara behavioural terhadap brand equity. Terdapat pengaruh positif antara emotional terhadap brand equity. Terdapat pengaruh positif antara intellectual terhadap brand equity. Tidak terdapat pengaruh positif antara sensory terhadap visit intentions. Tidak terdapat pengaruh positif antara behavioural terhadap visit intentions. Terdapat pengaruh positif antara emotional terhadap visit intentions. Tidak terdapat pengaruh positif antara intellectual terhadap visit intentions. Terdapat pengaruh positif brand equity terhadap visit intentions Referensi : 42, tahun 1991-2021 Kata kunci: Brand Experience, Brand Equity, Visit Intentions / ABSTRACT THE INFLUENCE OF BRAND EXPERIENCE ON BRAND EQUITY AND VISIT INTENTIONS AT ALFAMIND VIRTUAL STORES (70 pages + appendix ) Over the past decade or so, the retail industry has made a systematic transition, with the advent of online and mobile shopping, thus 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 the literature relevant to brand experience, 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 used quantitative methods, the 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 carried out using convenience sampling. The data obtained is processed using the SmartPls 3.0 application. The results of this study show that there is a positive influence between sensory on brand equity. There is no positive influence between behavioural on brand equity. There is a positive influence between emotional and brand equity. There is a positive influence between intellectuals on brand equity. There is no positive influence between sensory on visit intentions. There is no positive influence between behavioural and visit intentions. There is a positive influence between emotional and visit intentions. There is no positive influence between intellectuals on visit intentions. There is a positive influence of brand equity on visit intentions. Reference : 42, 1991-2021 Keyword: Brand Experience, Brand Equity, Visit Intentions