Experience Quality, Customer Brand Engagement, Brand Performance and Brand Loyalty to Purchase Intention

Abstract

This study aims to empirically test experience quality, customer brand engagement and brand performance on purchase intention with brand loyalty as a mediating variable. Data collection uses a non-probability method with purposive sampling technique. A total of 238 respondents, namely customers who consumed “brand X” more than once, were collected by distributing questionnaires via an online google form. The analysis technique uses SEM with the Smart PLS program. The results showed that experience quality and customer brand engagement can affect brand loyalty. In addition, experience quality, customer brand engagement and brand loyalty can affect purchase intention. However, the brand performance variable cannot affect brand loyalty. Furthermore, experience quality can mediate customer brand engagement on purchase intention. Furthermore, the brand loyalty variable can also mediate experience quality and customer brand engagement in influencing purchase intention. Finally, brand performance has no effect on purchase intention if it is mediated by brand loyalty.

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