CUSTOMER BRAND ENGAGEMENT DAN BRAND EXPERIENCE UNTUK MEMPREDIKSI BRAND LOYALTY SKINCARE LOKAL: VARIABEL BRAND TRUST SEBAGAI VARIABEL MEDIASI

Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh brand experience, customer brand engagement, dan brand trust sebagai prediktor brand loyalty, dan juga untuk memahami peran mediasi brand trust dalam prediksi customer brand engagement terhadap brand loyalty serta brand experience terhadap brand loyalty. Penelitian ini merupakan penelitian deskriptif dengan pendekatan cross-sectional dalam proses pengumpulan data. Terdapat sebanyak 211 kuesioner valid yang terkumpul dengan metode non-probability sampling dan teknik pemilihan sampel menggunakan convenience sampling. Selanjutnya, analisis data dilakukan dengan metode Partial Least Square-Structural Equation Modelling. Berdasarkan hasil analisis data, dapat disimpulkan bahwa customer brand engagement dapat memprediksi brand loyalty secara positif, sedangkan brand experience tidak dapat memprediksi brand loyalty secara positif. Selanjutnya, customer brand engagement dan brand experience dapat memprediksi brand trust secara positif, brand trust dapat memprediksi brand loyalty secara positif, dan brand trust merupakan mediator prediksi customer brand engagement dan brand experience terhadap brand loyalty.   The purpose of this study is to examine the role of customer brand engagement, brand trust, and brand experience as predictors of brand loyalty, and also to study the role of brand trust in mediating predictions of brand experience on brand loyalty and customer brand engagement on brand loyalty. This study is a descriptive study with a cross-sectional in the data collection process. This study also uses non-probability sampling method and the sample selection technique using convenience sampling. Furthermore, the data that was collected was analyzed using the PLS-SEM method. This study concluded that customer brand engagement can positively predict brand loyalty, while brand experience cannot positively predict brand loyalty. Furthermore, customer brand engagement and brand experience can positively predict brand trust, brand trust can positively predict brand loyalty, and brand trust can mediate predictions of customer brand engagement and brand experience on brand loyalty.