Pengaruh Brand Experience terhadap Brand Loyalty melalui Brand Love sebagai Vaariabel Mediasi pada Ms Glow

The increasingly competitive beauty industry requires companies not only to offer high-quality products but also to create memorable brand experiences to build emotional attachment and customer loyalty. In the skincare industry, maintaining long-term relationships with consumers is essential to sustain brand competitiveness. This study examines the effect of brand experience on brand loyalty through brand love as a mediating variable among MS Glow consumers. A quantitative approach was employed using a survey method distributed to female consumers who had purchased MS Glow products. The sampling technique used purposive sampling, and the data were analyzed using PLS-SEM.
The results indicate that brand experience has a positive and significant effect on brand love and brand loyalty. Furthermore, brand love has a positive and significant effect on brand loyalty and significantly mediates the relationship between brand experience and brand loyalty. These findings confirm that a positive brand experience enhances brand love and strengthens customer loyalty.
Keywords: Brand Experience, Brand Love, Brand Loyalty, PLS-SEM, MS Glow.