Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)

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The Effect of Brand Experience and Customer Engagement on Brand Loyalty in the Marketplace in Indonesia

Authors
Sheren Maharani Putri1, Renny Risqiani1, *, B. Medina Nilasari1, Kurniawati1, Hermanto Yaputra1
1Department of Management, Faculty of Economics and Business, Universitas Trisakti, Jakarta, Indonesia
*Corresponding author. Email: rennyrisqi@trisakti.ac.id
Corresponding Author
Renny Risqiani
Available Online 10 January 2024.
DOI
10.2991/978-94-6463-350-4_53How to use a DOI?
Keywords
Brand Experience; Brand Loyalty; Customer Engagement
Abstract

This research aims to analyze the effect of brand experience and customer engagement on brand loyalty in the marketplace in Indonesia. The sample in this study amounted to 367 respondents, using purposive sampling. The variables of this study consist of brand experience dimensions (sensory, affective, behavioral, and intellectual), customer engagement dimensions (sensory, affective, and cognitive), and brand loyalty. Hypothesis testing was carried out using the structural equation model (SEM) method with the help of AMOS software. The results showed that sensory brand experience and behavioral brand experience had a positive and significant effect on affective and behavioral engagement. While intellectual brand experience only shows a positive and significant influence on affective engagement. Then, the results show that affective engagement, behavioral engagement, and brand experience positively and significantly affect customer brand loyalty in the future. Marketplace managers can increase brand loyalty by improving brand experience and customer engagement.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
10 January 2024
ISBN
978-94-6463-350-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-350-4_53How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Sheren Maharani Putri
AU  - Renny Risqiani
AU  - B. Medina Nilasari
AU  - Kurniawati
AU  - Hermanto Yaputra
PY  - 2024
DA  - 2024/01/10
TI  - The Effect of Brand Experience and Customer Engagement on Brand Loyalty in the Marketplace in Indonesia
BT  - Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
PB  - Atlantis Press
SP  - 540
EP  - 549
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-350-4_53
DO  - 10.2991/978-94-6463-350-4_53
ID  - Putri2024
ER  -