Abstract
This study aims to analyze the influence of brand experience on brand loyalty, with brand love as a mediating variable among Gen Z in Klaten Regency in choosing local sneaker brands. The research employs a quantitative approach with a survey method. Data were collected from 107 respondents selected through purposive sampling and analyzed using path analysis and Sobel test to examine mediation. The findings indicate that brand experience has a positive and significant effect on brand loyalty (β = 0.257; p = 0.011) and brand love (β = 0.604; p = 0.000). Additionally, brand love significantly influences brand loyalty (β = 0.609; p = 0.000). The Sobel test confirms that brand love significantly mediates the relationship between brand experience and brand loyalty (t = 3.711; p = 0.000). These findings suggest that a positive brand experience directly enhances consumer loyalty and indirectly strengthens it through brand love. Practical implications highlight the need for local sneaker brands to focus on improving brand experience and fostering emotional connections with consumers to build stronger loyalty
Keywords: Brand Experience, Brand Loyalty, Brand Love, Local Sneakers, Gen Z
##submission.howToCite.none##
- Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free
- Press.
- Anggraini, M. (2020). 15 Jenis-jenis Sepatu yang Banyak Digunakan, Perhatikan untuk Menunjang
- Penampilan. https://m.merdeka.com/trending/15-jenis-jenis-sepatu-yang-banyak-digunakanperhatikan-untuk-menunjang-penampilan-kln.html?page=all
- Bıçakcıoğlu, N., İpek, İ., & Bayraktaroğlu, G. (2018). Antecedents and outcomes of brand love: the
- mediating role of brand loyalty. Journal of Marketing Communications, 24(8), 863–877.
- https://doi.org/10.1080/13527266.2016.1244108
- 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.
- Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand love as mediator of the brand experiencesatisfaction-loyalty relationship in a retail fashion brand. Management & Marketing, 14(3),
- 278–291. https://doi.org/10.2478/mmcks, 2019-0020
- Firmansyah, M. A. (2019). Prilaku Konsumen (Sikap dan Pemasaran). Deepublish Publisher.
- Ghozali, I. (2017). Model Persamaan Struktural: Konsep dan Aplikasi dengan Program Amos 24
- (7th ed.). Badan Penerbit Universitas Diponegoro.
- Khan, A. H., Rahman, M. A., & Islam, M. S. (2018). The effect of brand experience on brand
- loyalty: An empirical study on the telecom industry in Bangladesh. Journal of Businessand
- Retail Management Research, 12(2), 1–13.
- Kotler, P., & Keller, K. L. (2009). Menejemen Pemasaran (B. Sabran (ed.); 13th ed.). Erlangga.
- Langner, T., Schmidt, J., & Fischer, A. (2015). Is It Really Love? A Comparative Investigation of
- the Emotional Nature of Brand and Interpersonal Love. Psychology & Marketing, 32(6), 624–
- 634. https://doi.org/10.1002/mar.20805
- Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review,
- 85(2), 116–126.
- Mittal, V., & Kamakura, W. A. (2001). Satisfaction, Repurchase Intent, and Repurchase Behavior:
- Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing
- Research, 38(1), 131–142. https://doi.org/10.1509/jmkr.38.1.131.18832
- Park, C. W., & MacInnis, D. J. (2012). Understanding and managing brand love. Journal of Brand
- Management, 16(7), 420–440.
- Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
- Sumarwan, U. (2015). Fashion Consumption and Generation Y Consumers’ Involvement in Clothing
- Purchase Decision Making. Jurnal Manajemen Pemasaran, 1(1), 1–12.