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p-Index From 2021 - 2026
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All Journal Indonesian Journal of Business Analytics (IJBA)
Azarine Alodia Dhiya Ulhaqq
Universitas Muhammadiyah Purwokerto
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Implementing Digital Marketing and Experiential Marketing on Brand Loyalty: The Mediating Role of Brand Trust Azarine Alodia Dhiya Ulhaqq; Totok Haryanto; Herni Justiana Astuti; Ika Yustina Rahmawati
Indonesian Journal of Business Analytics Vol. 6 No. 5 (2026): October 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v6i5.17102

Abstract

This study aims to examine the influence of Digital Marketing and Experiential Marketing on Brand Loyalty with Brand Trust as a mediating variable in customers of Kedai Semoga Bahagia Purwokerto. This study uses a quantitative method with a purposive sampling technique involving 130 respondents. Data analysis was carried out using SEM-PLS 4. The results of the study show that Digital Marketing and Experiential Marketing have a positive and significant influence on Brand Trust and Brand Loyalty.  In addition, Brand Trust has been proven to have a positive effect on Brand Loyalty and plays a role in mediating the relationship between Digital Marketing and Experiential Marketing with Brand Loyalty.
Co-Authors Herni Justiana Astuti Ika Yustina Rahmawati Totok Haryanto