Authors:

Ni Made Ari Mas Milinia, Ni Wayan Sri Suprapti

Abstract:

“Brand loyalty is related to the level of customer tendency to make repeat purchases by satisfied customers and positively evaluate the product, to gain loyalty it is necessary to make customers have a good experience and brand love for the I Look Daily brand. This study aims to examine the effect of brand experience on brand loyalty, brand experience on brand love, brand love on brand loyalty, and brand love in mediating the effect of brand experience on brand loyalty. This research was conducted in Denpasar City, the number of samples used was 130 respondents with purposive sampling method. Sample collection was done online via google form with a questionnaire instrument using a Likert scale. The collected data is then analyzed using path analysis techniques. The results of this study indicate that brand experience has a significant and positive effect on brand love, brand experience has a significant and positive effect on brand loyalty, brand love has a significant and positive effect on brand loyalty, and there is an influence of brand love in partially mediating the effect of brand experience on brand loyalty.”

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PDF:

https://jurnal.harianregional.com/eeb/full-86644

Published

2023-06-30

How To Cite

MILINIA, Ni Made Ari Mas; SRI SUPRAPTI, Ni Wayan. PERAN CINTA MEREK MEMEDIASI PENGARUH PENGALAMAN MEREK TERHADAP LOYALITAS MEREK.E-Jurnal Ekonomi dan Bisnis Universitas Udayana, [S.l.], p. 1152-1160, june 2023. ISSN 2337-3067. Available at: https://ojs.unud.ac.id/index.php/EEB/article/view/86644. Date accessed: 28 Aug. 2025. doi:https://doi.org/10.24843/EEB.2023.v12.i06.p12.

Citation Format

ABNT, APA, BibTeX, CBE, EndNote - EndNote format (Macintosh & Windows), MLA, ProCite - RIS format (Macintosh & Windows), RefWorks, Reference Manager - RIS format (Windows only), Turabian

Issue

VOLUME.12.NO.06.TAHUN.2023

Section

Articles

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License