<![CDATA[Purpose – This study aims to examine the effect of brand experience on brand loyalty among Starbucks customers in Malang City, with brand satisfaction as a mediating variable. Design/methodology/approach – This study employs a quantitative research design using a survey method. The population consists of Starbucks customers in Malang City, and a total of 250 respondents aged at least 17 years who had made at least two purchases were selected using a non-probability sampling technique. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM), including outer and inner model evaluation and bootstrapping procedures. Findings – The results indicate that brand experience has a positive and significant effect on brand satisfaction and brand loyalty. Brand satisfaction also has a positive and significant effect on brand loyalty. Furthermore, brand experience influences brand loyalty indirectly through brand satisfaction, indicating a mediating effect. These findings suggest that enhancing customer brand experience can strengthen satisfaction and subsequently improve loyalty. Originality/value – This study offers originality by empirically testing the mediating role of brand satisfaction in the relationship between brand experience and brand loyalty within the Indonesian coffee shop context, which remains limited in prior research. The findings provide actionable insights for managers seeking to design experiential strategies that enhance customer satisfaction and foster stronger loyalty.]]>
