• Fatchur Rohman Universitas Brawijaya
  • Alfalasifatul Azizah Universitas Brawijaya



brand loyalty, brand relationship quality, customer experience management


Penelitian ini bertujuan untuk menguji pengaruh langsung brand experience terhadap brand image, brand satisfaction, dan brand loyalty dalam konteks pengunjung pusat perbelanjaan. Populasi penelitian terdiri dari pengunjung pusat perbelanjaan atau mal dengan usia 18 tahun ke atas. Sampel penelitian sebanyak 218 responden dengan teknik penarikan sampel purposive. PLS-SEM digunakan untuk menguji validitas, reliabilitas instrumen, dan hipotesis penelitian. Hasil pengujian hipotesis menunjukkan bahwa brand satisfaction memediasi hubungan antara brand experience dan brand loyalty. Selain itu, brand trust juga memediasi hubungan antara brand experience dan brand loyalty. Secara teoritis, penelitian ini memberikan kontribusi dalam pemahaman tentang bagaimana faktor-faktor ini saling berhubungan dalam membentuk brand loyalty. Secara praktis, temuan penelitian ini dapat digunakan sebagai dasar untuk merumuskan strategi dalam meningkatkan loyalitas pengunjung pusat perbelanjaan atau mal.

Author Biography

Fatchur Rohman, Universitas Brawijaya

SCOPUS ID: 57191495319, SINTA ID: 6039084, GS ID: tPTvA8MAAAAJ


Al-Ansi, A., & Han, H. (2019). Role of halal-friendly destination performances, value, satisfaction, and trust in generating destination image and loyalty. Journal of destination marketing & management, 13, 51-60.

Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38 (5), 559–572.

Beerli, A., Martin, J. D., & Quintana, A. (2004). A model of customer loyalty in the retail banking market. European journal of marketing, 38 (1/2), 253-275.

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73 (3), 52-68.

Brun, I., Rajaobelina, L., Ricard, L., & Amiot, T. (2020). Examining the influence of the social dimension of customer experience on trust towards travel agencies: The role of experiential predisposition in a multichannel context. Tourism Management Perspectives, 34, 100668.

Chen, C. F., & Phou, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism management, 36, 269-278.

Chinomona, R. (2013). The influence of brand experience on brand satisfaction, trust and attachment in South Africa. International Business & Economics Research Journal (IBER), 12(10), 1303-1316.

Deng, Q. C., & Messinger, P. R. (2022). Dimensions of brand-extension fit. International journal of research in marketing, 39(3), 764-787.

Dwivedi, A., Nayeem, T., & Murshed, F. (2018). Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. Journal of Retailing and Consumer Services, 44, 100-107.

El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322-332.

Edelman, D. C. (2010). Branding in the digital age. Harvard Business Review, 88(12), 62-69.

Essamri, A., McKechnie, S., & Winklhofer, H. (2019). Co-creating corporate brand identity with online brand communities: A managerial perspective. Journal of Business Research, 96, 366-375.

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.

Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.

Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45, 377-401.

Hwang, S., Lee, M., Park, E., & del Pobil, A. P. (2021). Determinants of customer brand loyalty in the retail industry: A comparison between national and private brands in South Korea. Journal of Retailing and Consumer Services, 63, 102684.

Iacobucci, D. (2010). Marketing research: Methodological foundations. South-Western Cengage Learning.

Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of brand Management, 18, 570-582.

Ismail, A.R., Melewar, T.C., Lim, L. and Woodside, A. (2011). Customer experiences with brands: literature review and research directions, The Marketing Review, 11(3), 205-225.

Ismail, A.R. (2011). Experience marketing: An empirical investigation, Journal of Relationship Marketing, 10(3), 167-201.

Johye Hwang, & Soobin Seo, (2016). A critical review of research on customer experience management: Theoretical, methodological and cultural perspectives, International Journal of Contemporary Hospitality.

Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page Publishers.

Kumar, V., & Kaushik, A. K. (2018). Destination brand experience and visitor behavior: The mediating role of destination brand identification. Journal of Travel & Tourism Marketing, 35(5), 649-663.

Kesari, B., & Atulkar, S. (2016). Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values. Journal of Retailing and Consumer services, 31, 22-31.

Lin, Y. H. (2015). Innovative brand experience's influence on brand equity and brand satisfaction. Journal of business research, 68(11), 2254-2259.

Mascarenhas, O.A., Kesavan, R. and Bernacchi, M. (2006). Lasting customer loyalty: a total customer experience approach, Journal of Consumer Marketing, 23(7), 397-405.

Menidjel, C., Benhabib, A., & Bilgihan, A. (2017). Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty. Journal of Product & Brand Management, 26(6), 631-649.

Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence & Planning, 35(2), 166-179.

Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of brand management, 20, 404-423.

Pabla, H., & Soch, H. (2023). Up in the air! Airline passenger's brand experience and its impact on brand satisfaction mediated by brand love. Journal of Air Transport Management, 107, 102345.

Prebensen, N.K., & Rosengren, S. (2016). Experience value as a function of hedonic and utilitarian dominant services, International Journal of Contemporary Hospitality Management, 28(1), 113-135.

Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of retailing, 69(2), 193-215.

Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301.

Schouten, J.W., McAlexander, J.H., & Koenig, H.F. (2007). “Transcendent customer experience and brand community, Journal of the Academy of Marketing Science, 35(3), 357-368.

Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59.

Sohaib, M., & Han, H. (2023). Building value co-creation with social media marketing, brand trust, and brand loyalty. Journal of Retailing and Consumer Services, 74, 103442.

Thomas, S. (2013). Linking customer loyalty to customer satisfaction and store image: A structural model for retail stores. Decision, 40(1-2), 15-25.

Torres-Moraga, E., Rodriguez-Sanchez, C., & Sancho-Esper, F. (2021). Understanding tourist citizenship behavior at the destination level. Journal of Hospitality and Tourism Management, 49, 592-600.

Torres-Moraga, E., & Barra, C. (2023). Does destination brand experience help build trust? Disentangling the effects on trust and trust-worthiness. Journal of Destination Marketing & Management, 27, 100767.

Wetzels, R. W., & Wetzels, M. (2023). There is a secret to success: Linking customer experience management practices to profitability. Journal of Retailing and Consumer Services, 73, 103338.

Yao, J., Wang, X., & Liu, Z. (2013). Brand management innovation: A construction of brand experience identification system. Journal of Applied Sciences, 13(21), 4477-4482.




How to Cite