The Influence of Brand Experience, Brand Trust on Brand Loyalty (Case Study of Silungkang Art Center)

The Silungkang Art Center is a prominent retail space offering traditional Minangkabau crafts. This study aims to examine: (1) the impact of brand experience on brand loyalty, and (2) the impact of brand trust on brand loyalty among its consumers. The research employs an explanatory and quantitative approach using statistical analysis via SmartPLS. A sample of 150 respondents was surveyed with a structured questionnaire. The findings reveal a significant positive relationship between brand experience and brand trust (path coefficient = 0.756081), as well as between brand trust and brand loyalty (path coefficient = 0.470450). Moreover, brand experience also directly enhances brand loyalty (path coefficient = 0.482440). These results suggest that improving consumer brand experience and trust can effectively strengthen brand loyalty. The study highlights the importance of strategic marketing communications to enhance brand positioning and consumer retention at the Silungkang Art Center.