<![CDATA[Purpose – This study aims to examine the effect of brand experience on brand loyalty by investigating the mediating role of brand attitude among The Body Shop consumers in the Jabodetabek area. Design/Methodology/Approach – This study employed an explanatory research design using a quantitative approach to test causal relationships among the variables. Data were collected through online questionnaires from 250 The Body Shop consumers in the Jabodetabek area. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.0. Findings – The results indicate that brand experience has a positive and significant effect on brand loyalty and brand attitude. Furthermore, brand attitude has a positive and significant effect on brand loyalty and significantly mediates the relationship between brand experience and brand loyalty. These findings demonstrate that consumers’ experiences with a brand strengthen loyalty both directly and indirectly through favorable brand attitudes. Originality/Value – This study contributes to the brand management and consumer behavior literature by highlighting brand attitude as a psychological mechanism that explains how brand experience translates into brand loyalty. The findings provide practical implications for companies in developing experiential marketing strategies that strengthen positive brand attitudes and foster long-term customer loyalty.]]>
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