<![CDATA[The rapid growth of Indonesia's coffee chain industry has intensified competition, requiring companies to strengthen customer loyalty through superior brand experiences. However, maintaining customer loyalty remains challenging as consumers are increasingly exposed to various competing alternatives. This study aims to examine the effect of Brand Experience on Brand Loyalty and investigate the mediating role of Brand Satisfaction among Kopi Kenangan consumers in Malang, Indonesia. A quantitative research design was employed using a survey of 100 consumers selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings reveal that Brand Experience positively and significantly affects Brand Satisfaction and Brand Loyalty, while Brand Satisfaction also positively influences Brand Loyalty. Furthermore, Brand Satisfaction partially mediates the relationship between Brand Experience and Brand Loyalty. This study contributes to the experiential marketing and SOR literature by providing evidence from Malang Indonesia's coffee chain industry. Nevertheless, the study is limited to a single brand and cross-sectional data. Future research should incorporate additional constructs and multiple coffee chain brands to enhance model generalizability.]]>
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