The Effects of Brand Experiences, Satisfaction and Trust on Building Brand Loyalty;an Empirical Research on Global Laptop Brands

Abstract

Objective - This study aims to show the effect of brand experience, satisfaction, and trust on consumer's brand loyalty, specifically on global laptop brands.Consumers look for brands that provide them with unique and memorable experiences. From the customer viewpoint, brands are relationship builders. Consumers believe that brand experiences are one of the factors that build long-lasting brands and customer relationships, together with brand trust, satisfaction, and loyalty. Methodology/Technique - In total, 150 respondents from private universities were selected as the sample for this study due to the high possibility of them using similar types of laptop brands. The quantitative data gathered from the survey method was analyzed using the regression analysis method. Findings - Findings can also be utilized by marketing experts to develop effective branding strategies for the laptop and also for the laptop producers in general, to make them increase their laptop's quality in order to enhance their consumers' experiences, satisfaction, trust, and loyalty to their brand. Novelty - The respondents of the study are students from three different private universities in Jakarta who use or own laptops. In total, 150 respondents from private universities were selected as the sample for this study due to the highpossibility of them using similar types of laptop brands. Type of Paper - Empirical Keywords:Brand experience; brand trust; brand satisfaction; brand loyalty; laptop brands.