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All Journal Jurnal Manajemen Terapan dan Keuangan Excellent Jurnal Minds: Manajemen Ide dan Inspirasi Jurnal Ekonomi & Studi Pembangunan Benefit: Jurnal Manajemen dan Bisnis Syntax Literate: Jurnal Ilmiah Indonesia SEIKO : Journal of Management & Business Journal on Education ISOQUANT : Jurnal Ekonomi, Manajemen dan Akuntansi YUME : Journal of Management JURNAL MANAJEMEN BISNIS PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Jurnal Ekonomi dan Bisnis Dharma Andalas JURNAL LENTERA BISNIS Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Orientasi Bisnis dan Entrepreneurship Community Empowerment Jurnal Bisnis dan Manajemen (JBM) Jurnal Bina Bangsa Ekonomika International Journal of Management Science and Information Technology (IJMSIT) Jurnal Ekonomika: Manajemen, Akuntansi & Perbankan Syari'ah Journal of Management and Digital Business Prosiding University Research Colloquium Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Economics (IJEC) Innovative: Journal Of Social Science Research Paradoks : Jurnal Ilmu Ekonomi Southeast Asian Business Review IIJSE JMMR (Jurnal Medicoeticolegal dan Manajemen Rumah Sakit) Majapahit Journal of Islamic Finance and Management Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Advances in Management & Financial Reporting JER journal of social and economic research Journal of Ekonomics, Finance, and Management Studies Benefit: Jurnal Manajemen dan Bisnis
Rini Kuswati
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Advances in Management

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Brand Experience and Brand Loyalty: The Mediating Role of Brand Love and Susceptibility to Normative Influence Akbar Prakosa, Muhammad Rizki; Kuswati, Rini
Advances in Management & Financial Reporting Vol. 3 No. 2 (2025): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/amfr.v3i2.501

Abstract

Purpose: This research analyzes the effects of brand experience on brand loyalty for Le Minerale products, considering the mediating roles of brand love and susceptibility to normative influence. Six hypotheses are formulated to explore direct and indirect relationships among the variables. Research Method: A quantitative approach is employed, utilizing an online survey. The sample consists of 173 university students in Indonesia who have consumed Le Minerale. Purposive sampling is used. Data analysis is conducted with Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 3.0. Seventeen indicators are used to measure Brand Experience, Brand Love, Brand Loyalty, and Susceptibility to Normative Influence. Results and Discussion: Brand Experience positively influences Brand Love, which affects both Brand Loyalty and Susceptibility to Normative Influence. Susceptibility to Normative Influence also directly impacts Brand Loyalty. Mediation analysis reveals that Brand Love mediates the effect of Brand Experience on Brand Loyalty, while Susceptibility to Normative Influence mediates the relationship between Brand Love and Brand Loyalty. Implications: The study highlights the significant role of emotional and social influences in Le Minerale’s marketing. Future research should consider broader populations and additional variables, such as brand trust and social media engagement, to gain a more comprehensive understanding of the topic.
Co-Authors Abdillah, Ilyas Alfida' Abdul Aziz Adinda Mutiara Putri Sakhina Afifah, Imroatul Agus Dwi Anggono Agus Triyono Agustyawati, Lely Akbar Prakosa, Muhammad Rizki Akbar, A Zaenudin Alam Romadhon, Yusuf Alfina Putri Pratama Amalia Saleha Amalia Saleha, Amalia Andriani, Betty Anggi Angellia Anggitasari, Oktavia Diyah Anindita, Yessica Anton Agus Setyawan Aprilliyani, Reny Arya Dita Aflaha Asida, Abi Yusuf Nur Aulia Uswatun Khasanah Bella A. Choirunnisa Burhannudin Ichsan Daradinanti, Syanda Cicit Dimas Adi Nugroho Dina, Jihan Farah DL, Wuryaningsih Edy Purwo Saputro Elsa Hendriana Putri Em Sutrisna Eni Setyowati Fail, Lukman Caesar Fauzan Eri Farihin, Nadhif Rahman Fayestika Anantasia Pratiwi Firda Rayyantika Gata Krisnawan Hermalia, Riang Anggun Herry Purnama, Herry Ihwan Susila Irfan, Maulana Ali Jannah, Niswatul Jati Waskito Krisnawan, Gata Kurniawati, Novarina Laksana, Muhammad Hafid laksana, yudhistira surya Larasati Larasati Lola Khurul Aini M. Sholahuddin M. Sutrisna Mahiroh, Aqila Widyas Makaarim, Nabiil Hilmi Michella Mulyana Putri Mirzam Arqy Ahmadi Moechammad Nasir Mohammad 'Atha 'Ammar Muhammad Enrico Muhammad Sholahuddin Mulyadi, Desviana Umi Sholikah Mushhaf, Muhammad Dhiyaul Muzakar Isa Nabila Ayu Wijayanti Natasha Dewi Azzarah Novel Idris Abas Nur Achmad Nur Asida, Abi Yusuf Nur Hidayati Nur Rahmawati Syamsiyah Nurdaya, Bastian Nursito, Fadhil Rafii Falah Prasetya, Azzahra Anandita Putra , Bintang Kharisma Rafi Falah Nursito, Fadhil Rahayu Pangestuti , Mugi Rahma, Ghina Aulia Ratulangi, Agnes Rino Vrasica S Soepatini Sigit Destri Andri Sri Murwanti Sri Padmantyo Suliatiana, Risma Endah Suryandari , Rullynta Siska Tubagus Sendy Permana Vania Taradiva Aristawati Wiguna, Kevin Satria Wiryawan, Sakti Wiwit Wahyu Tri Hartati Wiyadi Wiyadi Wuryaningsih Dwi Lestari Yulia Aisyah Wulandari Yumita Azatin Amalia Yusfina Sekar Qudsiyah Zakiyah, Safira Zulfa Irawati