PENGARUH PENGALAMAN MEREK, KEPERCAYAAN, DAN KEPUASAN DALAM MEMBANGUN LOYALITAS MEREK PADA PRODUK HALAL
Abstract
This study aims to analyze the influence of brand experience, trust, and satisfaction in building brand loyalty for halal products, using the Skintific brand as a case study. The research employs a quantitative approach, utilizing primary data collected through questionnaires distributed to 160 respondents who are Skintific product users in Surakarta. The findings reveal that brand experience has a positive and significant influence on brand trust and satisfaction. Both brand satisfaction and trust also significantly contribute to enhancing brand loyalty. However, brand experience directly does not have a significant influence on brand loyalty. Mediation through brand trust and satisfaction strengthens the relationship between brand experience and brand loyalty. This study provides theoretical contributions to understanding the dynamics of the relationships between experience, trust, satisfaction, and brand loyalty while offering practical implications for companies to enhance user experience and strengthen trust in halal products to foster customer loyalty
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