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Technological developments have had a great influence on competition in the industrial world, especially in the beauty industry. To win the competition, it is important for a company to build customer loyalty. Several studies that have been conducted have found a significant relationship between brand experience and brand innovation on brand loyalty. Apart from the many studies examining the effect of brand experience and brand innovation on brand loyalty, inconsistency of results is still found where there is a group of researchers who find that there is a significant effect between brand experience and brand innovation on brand loyalty and there are other groups of researchers who find no significant effect between brand experience and brand innovation on brand loyalty. To fill this gap, this study will use the brand trust variable as a mediating variable. The purpose of this study was to further investigate the relationship between brand experience and brand innovation on brand loyalty with the brand trust variable as a mediating variable. This study uses a quantitative approach using the structural equation modeling (SEM) method to analyze the data. The object of this research is the grace and glow brand using 160 respondents located in Surabaya.
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