Does brand experience lead to brand loyalty? The mediating role of trust and quality

Abstract

The sneakers brands industry is a large portion of the world economy, the reason behind this is that there is an increase in sport organization making more participation in sports. This growth will make market opportunities in the sneakers industry, and where there is market opportunity there will be competition between sneakers industry firms to win the consumers’ hearts. This research is conducted with the aim to explain and prove that brand experience has a relation with brand loyalty through perceived quality and brand trust. This study uses a quantitative approach using the questionnaire as the data resource. The respondent to this questionnaire is Indonesian Generation Z that already use the sneakers brand product within 6 months. In this research, there are 7 hypotheses. The result of this study shows that there is a positive significant effect on the relationship between brand experience with brand loyalty, brand trust, and perceived quality, the mediating effect of brand trust in the relationship between brand experience and brand loyalty, the mediating effect of perceived quality in the relationship between brand experience and brand loyalty. Making all of the hypothesis supported.