Pengaruh Brand Experience Terhadap Brand Credibility pada Anggota Xiaomi Community Indonesia @xiaomicommunity_id

This study aims to analyze the influence of brand experience on brand loyalty through brand credibility on members of the Xiaomi Community Indonesia. This study is descriptive and verification with a quantitative approach. The study population was 55,000 members, with a sample of 346 respondents selected using the simple random sampling technique. Data were analyzed statistically using the Structural Equation Modeling (SEM) method. The results of the study indicate that brand experience has a significant effect on brand loyalty, both directly and through brand credibility. This is evidenced by the critical ratio value that exceeds the minimum limit, indicating a positive and significant influence between these variables. The better the company improves brand experience and brand credibility, the higher the customer's brand loyalty. The brand experience dimension that contributes the most to forming brand loyalty is sensory, while the lowest is intellectual. Meanwhile, in brand credibility, the dimension with the highest contribution is attractiveness, while the lowest is expertise.