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All Journal MANAJEMEN DEWANTARA
Mario Eko Prasetyo
Universitas Muhammadiyah Surakarta
Economics, Econometrics & Finance

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PENGARUH PENGALAMAN MEREK, KEPERCAYAAN DAN KEPUASAN DALAM MEMBANGUN LOYALITAS MEREK PADA BRAND SEPATU LOKAL DI KALANGAN MAHASISWA Mario Eko Prasetyo; Anton Agus Setyawan
MANAJEMEN DEWANTARA Vol 10 No 1 (2026): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i1.21739

Abstract

Objectives: To examine the effects of brand experience and brand trust on customer satisfaction and brand loyalty toward local footwear brands among students. Methods: Quantitative research using purposive sampling, structured questionnaires, and inferential statistical analysis. Research Gap/Novelty: Integrates brand experience, trust, satisfaction, and loyalty within Indonesia's domestic footwear market. Results: Brand experience and brand trust positively and significantly influenced customer satisfaction. Customer satisfaction also positively and significantly affected brand loyalty. Conclusion: Strengthening brand experience and trust enhances customer satisfaction and fosters sustainable brand loyalty among student consumers.
Co-Authors Anton Agus Setyawan