<![CDATA[The rapid growth of the modest fashion industry has intensified competition among premium fashion brands, requiring companies to build strong emotional connections with consumers beyond product quality alone. This study aims to examine the influence of Brand Experience on Brand Loyalty among Buttonscarves consumers, with Brand Love serving as a mediating variable. A quantitative causal approach was employed, involving 100 respondents selected through purposive sampling, with the sample size determined using the Cochran formula. Data were collected through a questionnaire using a five-point Likert scale and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS software. The results reveal that Brand Experience has a positive and significant effect on both Brand Love and Brand Loyalty. Brand Love also has a positive and significant effect on Brand Loyalty and is proven to mediate the relationship between Brand Experience and Brand Loyalty. These findings indicate that a positive brand experience does not directly generate loyalty but must first foster consumers' emotional attachment to the brand. This study concludes that Buttonscarves needs to strengthen both brand experience and brand love simultaneously to build sustainable consumer loyalty in the competitive modest fashion market.]]>
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