The Effect of Brand Experience and Customer Engagement on Brand Loyalty in the Marketplace in Indonesia

Sheren Maharani Putri, Renny Risqiani (), B. Medina Nilasari, Kurniawati and Hermanto Yaputra
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Sheren Maharani Putri: Universitas Trisakti, Department of Management, Faculty of Economics and Business
Renny Risqiani: Universitas Trisakti, Department of Management, Faculty of Economics and Business
B. Medina Nilasari: Universitas Trisakti, Department of Management, Faculty of Economics and Business
Kurniawati: Universitas Trisakti, Department of Management, Faculty of Economics and Business
Hermanto Yaputra: Universitas Trisakti, Department of Management, Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022), 2023, pp 540-549 from Springer

Abstract: Abstract This research aims to analyze the effect of brand experience and customer engagement on brand loyalty in the marketplace in Indonesia. The sample in this study amounted to 367 respondents, using purposive sampling. The variables of this study consist of brand experience dimensions (sensory, affective, behavioral, and intellectual), customer engagement dimensions (sensory, affective, and cognitive), and brand loyalty. Hypothesis testing was carried out using the structural equation model (SEM) method with the help of AMOS software. The results showed that sensory brand experience and behavioral brand experience had a positive and significant effect on affective and behavioral engagement. While intellectual brand experience only shows a positive and significant influence on affective engagement. Then, the results show that affective engagement, behavioral engagement, and brand experience positively and significantly affect customer brand loyalty in the future. Marketplace managers can increase brand loyalty by improving brand experience and customer engagement.

Keywords: Brand Experience; Brand Loyalty; Customer Engagement (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-350-4_53

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