Examining The Mediating Role of Brand Satisfaction in The Relationship Between Brand Image, Brand Experience, and Brand Loyalty

Abstract

This study aims to examine the influence of brand image and brand experience on brand loyalty mediated by brand satisfaction. The research was conducted quantitatively on 332 respondents drawn from a total population of 1,950 consumers using the Isaac sampling method. Data were collected through structured questionnaires consisting of 25 indicators measured using a five-point Likert scale. The analysis was carried out using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach through SmartPLS software. The results reveal that brand image and brand experience significantly and positively affect brand satisfaction and brand loyalty. Moreover, brand satisfaction partially mediates the relationship between brand image, brand experience, and brand loyalty. These findings indicate that consumers’ perceptions and experiences with a brand enhance emotional satisfaction, which in turn fosters long-term loyalty. The study contributes to filling the existing research gap by integrating perceptual and experiential branding dimensions within a mediated model. Practically, brand managers are encouraged to strengthen satisfaction through consistent brand image and engaging consumer experiences to build lasting loyalty. Future research is recommended to include moderating variables, such as brand trust or digital engagement, to enrich the current model.