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All Journal International Journal of Economics, Business and Innovation Research
Omar Davala
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect Of Brand Sensory Experience On Brand Loyalty With The Mediation Of Brand Attitude And Brand-Self Connection On Tokopedia Omar Davala; Erlita Ridanasti
International Journal of Economics, Business and Innovation Research Vol. 4 No. 01 (2025): International Journal of Economics, Business and Innovation Research( IJEBIR)
Publisher : Cita konsultindo

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Abstract

This study aims to analyze the effect of sensory brand experience on brand loyalty on the Tokopedia e-commerce platform by involving Brand Attitude and Brand-Self Connection as mediating variables. This study uses a quantitative approach with primary data collection through questionnaires analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. The results of the study indicate that sensory brand experience has a significant positive effect on brand loyalty, with Brand Attitude acting as a mediator that strengthens the relationship. Conversely, Brand-Self Connection does not provide a significant mediating effect, so further research is needed. The implications of this study emphasize the importance of sensory experience-based strategies to increase customer loyalty, as well as the need for an approach that supports consumer emotional connectedness.
Co-Authors Erlita Ridanasti