Citation:

I Komang Mahayana Putra, I Wayan Sukarta, I Wayan Wirga, I Gusti Ketut Gede, Ni Wayan Sumetri. "Does Brand Experience and Brand Image Effects on Brand Loyalty ?" International Research Journal of Economics and Management Studies, Vol. 3, No. 12, pp. 132-135, 2024.

Abstract:

Finding out how brand experience and brand image affect brand loyalty for Bali’s local coffee brand, Kupu-Kupu Bola Dunia, is the aim of this study. Explanatory research is the research methodology. The approach to evaluation used in this study is quantitative. This study used a population of 100 respondents from the community in Bali who had consumed local coffee, Kupu-Kupu Bola Dunia. With the aid of SmartPLS software, the data analysis method employed in this study was Partial Least Square (PLS). As demonstrated by the study’s findings, loyalty is positively and significantly impacted by both the brand experience and brand image variables. Management needs to conduct periodic evaluations of their marketing strategies and brand images based on customer feedback. Adjusting strategies that are responsive to customer needs and preferences will increase satisfaction and loyalty.

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Keywords:

Brand Experience, Brand Image, Brand Loyalty, Brand Trust.