Customer Engagement and Brand Experience on Consumer Loyalty The Role of Brand Trust as A Mediating Variable

Trixie Vania, Ferrynela Purbo Laksono () and Albertus Yudi Yuniarto
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Trixie Vania: Universitas Sanata Dharma
Ferrynela Purbo Laksono: Universitas Sanata Dharma
Albertus Yudi Yuniarto: Universitas Sanata Dharma

A chapter in Proceedings of the 3rd International Conference on Management and Business (ICOMB 2024), 2025, pp 57-66 from Springer

Abstract: Abstract This study aims to determine The influence of customer engagement, brand experience, and customer engagement on consumer loyalty through brand trust as a mediation variable. The sampling technique in this study uses non-probability sampling with a purposive sampling method. Data was collected by distributing questionnaires in g-forms online to all Scientific skincare users. The respondents who filled in were 211, but only 201 were used according to the predetermined criteria. The sample in this study is comprised of Scientific skincare users. The requirements of this research are consumers who have made 3x purchases and have been using Scientific products for the last 3 months. The data analysis technique in this study is partial least square using SmartPLS 3.0. The results obtained in this study are as follows: (1) Customer engagement affects consumer loyalty, (2) Brand experience does not affect consumer loyalty, (3) Brand trust can mediate between customer engagement and consumer loyalty, (4) Brand trust does not mediate between brand experience and consumer loyalty.

Keywords: Customer Engagement; Brand Experience; Brand Trust; Consumer Loyalty (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-698-7_7

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DOI: 10.2991/978-94-6463-698-7_7

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