Proceedings Book of ICEFMO, 2013, Malaysia Handbook on the Economic, Finance and Management Outlooks ISBN: 978-969-9347-14-6 162 The Relationship among Brand Experience, Brand Image and Customer Satisfaction of Facebook Users in Indonesia Ida Yulianti Department of Management, Faculty of Economic and Business, University of Brawijaya Email: ida_yulianti@ub.ac.id Wei Tung Graduate Institute of Marketing and Logistics, National Chiayi University Email: wtung@mail.edu.tw Abstract This study examined relationships among brand experience, brand image and customer satisfaction by using Facebook as the research object. Facebook.com as the new communication media becomes popular around the world. Based on the main purpose of product and service to achieve customer satisfaction, the study indicated that brand experience and brand image had a positive influence to support that goal. Its samples were university students in Indonesia and were analyzed based on three variables i.e brand experience, brand image and customer satisfaction. Brand experience consists of four dimensions (1) sensory, (2) affective, (3) behavioral, (4) intellectual. Brand image consists of eight items. Customer satisfaction consists of six items. This research indicated that brand experience had positive influence to brand image and customer satisfaction. However, brand image had positive influence to customer satisfaction. Key words: Brand, Brand experience, Brand image, Customer satisfaction, Facebook.com, Indonesia 1. Introduction Most companies try to measure customer satisfaction for their product and services, because the fundamental views whether a product successful or failed are customer satisfaction and loyalty. They do not think about the important factors to build customer satisfaction. An article in Harvard Business Review explains that many companies have been trying to measure customer satisfaction and have plenty of data as a result. The problem is that measuring customer satisfaction does not tell anyone how to achieve it (Harvard Business Review, 2007). One of important strategies to achieve customer satisfaction is branding strategy. Brand strategy consists of (1) choosing a good name, symbol or