Volume 07 Issue 03 March 2024
1Oshinnah, 2Harianto Respati, 3Sugeng Haryanto
1Student of Postgraduate Magister Management, University of Merdeka Malang, Indonesia
2,3Postgraduate Program Universitas Merdeka Malang, Indonesia
DOI : https://doi.org/10.47191/ijsshr/v7-i03-60Google Scholar Download Pdf
ABSTRACT
This research concentrates on brand loyalty and the factors that influence it, including brand experience, brand satisfaction, and brand trust. This research aims to analyze the impact of brand experience on brand loyalty while examining the mediating effect of brand satisfaction and trust at Belle Crown Malang Beauty Clinic. This research is a descriptive study with a sample size of 118. The sample selection technique uses Simple Random Sampling. The next step involved the analysis of the data through the use of the Structural Equation Modeling method. Based on the data analysis results, brand experience has a direct and significant effect on brand loyalty, and brand experience through brand satisfaction has a positive and significant effect on brand loyalty. Hence, the brand experience through brand trust also positively and significantly affects brand loyalty. Next, brand satisfaction also has a direct and significant effect on brand loyalty, while brand trust does not have a direct and significant effect on brand loyalty.
KEYWORDS:Brand Experience, Brand Satisfaction, Brand Trust, Brand Loyalty, Beauty Clinic.
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