<![CDATA[Penelitian ini bertujuan untuk menganalisis pengaruh Sensory Brand Experience terhadap Brand Loyalty dengan Brand Self Connection sebagai variabel mediasi, menggunakan studi kasus pada konsumen Hotel ibis Samarinda. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei melalui kuesioner. Data dikumpulkan dari 201 responden dan dianalisis menggunakan teknik Structural Equation Modeling–Partial Least Squares (PLS-SEM). Hasil penelitian menunjukkan bahwa Sensory Brand Experience berpengaruh positif dan signifikan terhadap Brand Self Connection dan Brand Loyalty, baik secara langsung maupun tidak langsung melalui Brand Self Connection. Temuan ini memberikan kontribusi dalam pengembangan strategi pemasaran berbasis pengalaman dan keterikatan emosional di sektor perhotelan. This study aims to analyze the influence of Sensory Brand Experience on Brand Loyalty, with Brand Self-Connection as a mediating variable, using a case study of consumers at hotel Ibis Samarinda. A quantitative method was applied, utilizing surveys through structured questionnaires. Data were collected from 201 respondents and analyzed using Structural Equation Modeling–Partial Least Squares (PLS-SEM). The results show that Sensory Brand Experience has a positive and significant effect on both Brand Self-Connection and Brand Loyalty, directly and indirectly through the mediation of Brand Self-Connection. These findings contribute to the development of marketing strategies based on experiential and emotional brand connections in the hospitality sector. ]]>
