<![CDATA[Tujuan penelitian ini adalah untuk mengetahui: 1) pengaruh pengalaman merek, kepuasan merek, kepercayaan merek dan kecintaan merek terhadap loyalitas merek ponsel pintar di Jakarta, 2) pengaruh pengalaman terhadap kepercayaan merek ponsel pintar di Jakarta, 3) pengaruh kepuasan terhadap kecintaan merek ponsel pintar di Jakarta, 4) pengaruh pengalaman terhadap loyalitas merek ponsel pintar di Jakarta yang dimediasi kepercayaan merek, 5) pengaruh kepuasan terhadap loyalitas merek ponsel pintar di Jakarta yang dimediasi kecintaan merek. Data dikumpulkan menggunakan kuesioner online dengan teknik purposive sampling terhadap 217 responden. Teknik analisis data menggunakan Partial Least Square – Structural Equation Methode (PLS-SEM) dengan perangkat lunak SmartPLS 4. Sampel penelitian ini adalah konsumen ponsel pintar merek x di Jakarta. Hasil penelitian ini adalah: 1) tidak terdapat pengaruh pengalaman merek dan kepercayaan merek terhadap loyalitas merek ponsel pintar di Jakarta, 2) terdapat pengaruh kepuasan merek dan kecintaan merek terhadap loyalitas merek ponsel pintar di Jakarta, 3) terdapat pengaruh pengalaman terhadap kepercayaan merek ponsel pintar di Jakarta, 4) terdapat pengaruh kepuasan terhadap kecintaan merek ponsel pintar di Jakarta, 5) tidak terdapat pengaruh pengalaman terhadap loyalitas merek ponsel pintar di Jakarta yang dimediasi kepercayaan merek, 6) terdapat pengaruh kepuasan terhadap loyalitas merek ponsel pintar di Jakarta yang dimediasi kecintaan merek. Penelitian ini diharapkan dapat menjadi referensi dan memberikan masukan pada pemasar ponsel pintar dalam menentukan strategi pemasaran yang tepat agar menciptakan loyalitas merek. The purpose of this study was to determine: 1) the effect of brand experience, brand satisfaction, brand trust and brand love on brand loyalty of smartphone users in Jakarta, 2) the effect of brand experience on brand trust of smartphone users in Jakarta, 3) the effect of brand satisfaction on brand love of smartphone users in Jakarta, 4) the effect of brand experience on brand loyalty of smartphone users in Jakarta mediated by brand trust, 5) the effect of brand satisfaction on brand loyalty of smartphone users in Jakarta mediated by brand love. Data was collected using an online questionnaire with purposive sampling technique of 217 respondents. The data analysis technique uses Partial Least Square Structural Equation Method (PLS-SEM) with SmartPLS 4 software. The sample in this study were consumers of brand x smartphones who live in Jakarta. The results of this study are: 1) there is no effect of brand experience and brand trust on brand loyalty of smartphone users in Jakarta, 2) there is an effect of brand satisfaction and brand love on brand loyalty of smartphone users in Jakarta, 3) there is an effect of brand experience on brand trust of smartphone users in Jakarta, 4) there is an effect of brand satisfaction on brand love of smartphone users in Jakarta, 5) there is no effect of brand experience on brand loyalty of smartphone users in Jakarta mediated by brand trust, 6) there is an effect of brand satisfaction on brand loyalty of smartphone users in Jakarta mediated by brand love. This research is expected to be a reference and provide input to smartphone marketers in determining the right marketing strategy to create brand loyalty in customers.]]>
