PENGARUH PENGALAMAN MEREK, KEPERCAYAAN DAN KEPUASAN DALAM MEMBANGUN LOYALITAS MEREK PADA BRAND SEPATU LOKAL DI KALANGAN MAHASISWA

Mario Eko Prasetyo (Universitas Muhammadiyah Surakarta)
Anton Agus Setyawan (Universitas Muhammadiyah Surakarta)

MANAJEMEN DEWANTARA
Vol 10 No 1 (2026): MANAJEMEN DEWANTARA

Objectives: To examine the effects of brand experience and brand trust on customer satisfaction and brand loyalty toward local footwear brands among students. Methods: Quantitative research using purposive sampling, structured questionnaires, and inferential statistical analysis. Research Gap/Novelty: Integrates brand experience, trust, satisfaction, and loyalty within Indonesia's domestic footwear market. Results: Brand experience and brand trust positively and significantly influenced customer satisfaction. Customer satisfaction also positively and significantly affected brand loyalty. Conclusion: Strengthening brand experience and trust enhances customer satisfaction and fosters sustainable brand loyalty among student consumers.