The Role of Brand Satisfaction and Brand Trust as Intervening between Brand Experience and Brand Loyalty in Belle Crown Beauty Clinic, Malang City

This research concentrates on brand loyalty and the factors that influence it, including brand experience, brand satisfaction, and brand trust. This research aims to analyze the impact of brand experience on brand loyalty while examining the mediating effect of brand satisfaction and trust at Belle Crown Malang Beauty Clinic. This research is a descriptive study with a sample size of 118. The sample selection technique uses Simple Random Sampling. The next step involved the analysis of the data through the use of the Structural Equation Modeling method. Based on the data analysis results, brand experience has a direct and significant effect on brand loyalty, and brand experience through brand satisfaction has a positive and significant effect on brand loyalty. Hence, the brand experience through brand trust also positively and significantly affects brand loyalty. Next, brand satisfaction also has a direct and significant effect on brand loyalty, while brand trust does not have a direct and significant effect on brand loyalty.