The Effect of Brand Satisfaction and Consumer Experience on Brand Loyalty through Brand Love

Abstract

The business concept in the form of activities carried out by business entities or individuals to benefit through a series of ways, such as manufacturing, selling, and purchasing by creating a fashionable brand and updates for Muslim women is certainly a bright prospect. This study aims to determine and analyze the influence of Brand Satisfaction and Consumer Experience on Brand Loyalty through Brand Love on Rabbani hijab consumers. The study used a type of quantitative method. The sample in this study was 200 consumers selected based on the purposive sampling method. The data was analyzed using the Structural Equation Model (SEM). The results showed that Brand Satisfaction affects Brand Love, Brand Love affects Brand Loyalty, Consumer Experience affects Brand Love and Brand Loyalty, and Brand Love mediates the relationship between Brand Satisfaction and Consumer Experience on Brand Loyalty. It can be concluded that consumer satisfaction and experience have a significant influence on brand loyalty through brand love. Therefore, to maintain and increase consumer loyalty, companies need to focus on improving consumer satisfaction and experience. Companies can do this by improving product quality, providing quality services, and optimizing consumer interactions with brands through various channels.