Proceedings of the 3rd International Conference on Management and Business (ICOMB 2024)

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Customer Engagement and Brand Experience on Consumer Loyalty The Role of Brand Trust as A Mediating Variable

Authors
Trixie Vania1, *, Ferrynela Purbo Laksono1, Albertus Yudi Yuniarto1
1Universitas Sanata Dharma, Yogyakarta, Indonesia
*Corresponding author.
Corresponding Author
Trixie Vania
Available Online 30 April 2025.
DOI
10.2991/978-94-6463-698-7_7How to use a DOI?
Keywords
Customer Engagement; Brand Experience; Brand Trust; Consumer Loyalty
Abstract

This study aims to determine The influence of customer engagement, brand experience, and customer engagement on consumer loyalty through brand trust as a mediation variable. The sampling technique in this study uses non-probability sampling with a purposive sampling method. Data was collected by distributing questionnaires in g-forms online to all Scientific skincare users. The respondents who filled in were 211, but only 201 were used according to the predetermined criteria. The sample in this study is comprised of Scientific skincare users. The requirements of this research are consumers who have made 3x purchases and have been using Scientific products for the last 3 months. The data analysis technique in this study is partial least square using SmartPLS 3.0. The results obtained in this study are as follows: (1) Customer engagement affects consumer loyalty, (2) Brand experience does not affect consumer loyalty, (3) Brand trust can mediate between customer engagement and consumer loyalty, (4) Brand trust does not mediate between brand experience and consumer loyalty.

Copyright
© 2025 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 3rd International Conference on Management and Business (ICOMB 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 April 2025
ISBN
978-94-6463-698-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-698-7_7How to use a DOI?
Copyright
© 2025 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  - Trixie Vania
AU  - Ferrynela Purbo Laksono
AU  - Albertus Yudi Yuniarto
PY  - 2025
DA  - 2025/04/30
TI  - Customer Engagement and Brand Experience on Consumer Loyalty The Role of Brand Trust as A Mediating Variable
BT  - Proceedings of the 3rd International Conference on Management and Business (ICOMB 2024)
PB  - Atlantis Press
SP  - 57
EP  - 66
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-698-7_7
DO  - 10.2991/978-94-6463-698-7_7
ID  - Vania2025
ER  -