PENGARUH BRAND EXPERIENCE TERHADAP BRAND SATISFACTION, BRAND TRUST DAN BRAND LOYALTY (Studi Pada Konsumen Make-Up Brand Impor di Surabaya)

Abstract

The purposes of this study is to describe and analyze the direct and indirect effect of brand experience on brand satisfact ion , brand trust, and brand loyalty of consumers make-up brand cosmetics imports in Surabaya. This study use s questionnaire s as the research instrument with 100 respondent s as the sample. Sampling technique is convenience sampling. T his study uses Partial Least Square (PLS) s to analyzed the data. The results show s that there is a significant direct effect on the brand experience on brand satisfaction, brand trust, and brand loyalty. The results also show s that there are significant indirect influence between brand experience on brand loyalty through brand trust and brand experience on brand trust through brand satisfaction. The other result show s that there is no significant relationship between brand satisfaction on brand loyalty and brand experience on brand loyalty through brand satisfaction. https://doi.org/10.26905/jmdk.v5i2.1355