Brand Experience and Brand Loyalty: The Mediating Role of Brand Love and Susceptibility to Normative Influence

Purpose: This research aims to analyze the impact of brand experience on brand loyalty for Le Minerale beverage products, considering the mediating roles of brand love and susceptibility to normative influence. The study develops six hypotheses regarding direct and indirect relationships among the variables. Research Design and Methodology: This study adopts a quantitative approach using a survey method through an online questionnaire. One hundred seventy-three active students from various Indonesian universities who have consumed Le Minerale serve as respondents, selected through purposive sampling. Data analysis uses Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The measured variables—brand experience, brand love, brand loyalty, and susceptibility to normative influence—are assessed using 17 indicators. Findings and Discussion: The results reveal that brand experience significantly influences emotional attachment, affecting social susceptibility and loyalty. Furthermore, susceptibility to normative influence positively contributes to brand loyalty. Mediation analysis confirms that brand love bridges the effect of experience on loyalty, while normative influence mediates the link between emotional attachment and loyalty. Implications: These findings offer valuable insights for marketing Le Minerale, emphasizing the importance of emotional engagement and social influence. Practitioners are encouraged to apply effective strategies and endorsements from trusted figures. Future studies should consider broader populations and additional variables such as brand trust and social media engagement.