Understanding the Influence of Brand Experience and Brand Satisfaction on Brand Loyalty: Mediated by Brand Love

Abstract

The aim of this research is to uncover the impact of brand experience and brand satisfaction on brand loyalty, with brand love mediating between the two. The research employs a deductive quantitative approach. The researcher utilizes a survey design with a sample size of 230 UMS students. Non-probability purposive sampling technique is chosen to select respondents for this study. Instrument testing is conducted through construct validity and reliability tests, which indicate valid and reliable results. Hypothesis testing is performed using SEM-PLS with the Smart PLS tool through outer and inner models. This study empirically demonstrates that brand love can mediate the influence of brand experience and brand satisfaction on brand loyalty. The theoretical contribution of this study offers insights into brand loyalty concerning brand experience, brand satisfaction, and brand love. The practical contribution suggests that companies should focus on brand satisfaction in addition to brand experience and brand love to contribute to the enhancement of brand loyalty.